- If you don't understand these things about your business,
if you don't know what's truly going on
and you don't make it your main objective
to find out and to solve these problems
your business will fail.
(upbeat music)
I got an email this morning
from one of my private coaching clients
and we normally discuss things like their content strategy
and their ads and all sorts of other areas
that are involved with running their business online.
However, the topic of SEO
or Search Engine Optimization came up
'cause they were wondering just why their website,
after all these years, I mean,
they've been in business for a long time,
well, why their website wasn't ranking?
So we normally don't talk about SEO
but I said, hey, let me take a look.
So I logged into their website,
I went to the back end of it
and I scrolled through some pretty basic settings
and lo and behold there was one section on the website,
one tiny little box that says, basically,
stop search engines from ranking my site,
and that box was checked, literally like that.
So I unchecked the box and now,
within probably a couple weeks, maybe a month,
well, the search engines are gonna index the website,
they're gonna start ranking for all of these terms,
and essentially, get back on the map.
Why this is a tragedy though,
is because it was literally a two-second job,
it was knowing where to look, what to look for,
and just checking a simple box and just like that,
they're gonna be getting more traffic, more leads,
more customers, more sales, more revenue, more profit.
I mean, their business is literally going to grow
exponentially because of one simple box.
Because it's not like people
weren't looking for them already,
they just couldn't find them, because one box was checked.
If you don't understand these things about your business,
if you don't know what's truly going on
and you don't make it your main objective to find out
and to solve these problems,
your business will fail catastrophically
and the worst part of this all,
is that it was 100% preventable.
There's a story that I absolutely love,
and I might butcher it a little bit,
but you'll get the point.
Essentially, there was this massive ship,
let's say, a cruise ship or a tanker,
and the engine wasn't working,
so the ship couldn't go anywhere.
So they tried to solve everything,
they couldn't figure out what to do,
they tried all sorts of different mechanics,
they tried to, I don't know, swap out different parts,
and nothing was working,
so they had decided to fly in and bring in
the world's leading ship engine expert.
The guys costed an absolutely fortune.
They had to fly him all the way over,
they had to put him up,
they had to get him food and make sure
that he was well-looked-after and all that stuff.
So the guy shows up to the ship,
takes a look at the engine, does a quick one-two over it,
and then pulls out a tiny little hammer.
Taps it twice and the engine starts running just like that.
So everybody is ecstatic,
they say thank you, this was amazing.
How can we ever thank you?
You saved us, et cetera, et cetera.
He's like, yeah, no problem, it's what I do.
He writes them an invoice and hands it to them for $10,000.
So the ship owners or the captain or whoever is responsible
for paying the accounts receivable,
well, they take a look and they're like, $10,000?
You were here for less than 30 seconds.
So they're like, can you at least break down the invoice?
Like, why is this so expensive?
So sure enough, the engineer, the guy who just fixed it,
well, he breaks it down and he says, all right,
hitting the right spot with a hammer, $1.
Knowing where to hit, well, $9,999.
And that essentially, is it,
knowing what to do, knowing how to do it,
knowing how to apply it to your business
is absolutely fundamentally, vitally important.
So you've got one of two different options here,
when you're looking to really build
a sustainable and profitable business long term.
The first option is you can learn it yourself.
You can study, you can listen to the podcast,
you can hire consultants, you can hire teachers,
you can read the books, you can go through the courses,
go through the programs, attend the seminars,
do the workshops, all of that,
and to a certain extent,
I think this is absolutely really valuable,
in fact, the more knowledge that you have
about your business and about your industry,
well, the better positioned you're going to be
and kind of a more holistic viewpoint
and strategy you're going to be able to approach
but there is another alternative
and that's bringing in an expert,
somebody who knows things that you just don't know
or somebody who knows things in an area
that you're not yet an expert in,
or maybe you just have no desire to be in.
Regardless, you need to make sure
that somebody is in your corner.
Somebody knows where to look on the back end of that website
for that tiny little box that was unchecked
that's been just destroying their search engine rankings
for god knows how long.
I mean, you need to have that,
so whether that's you, whether that's someone on your team.
Whether that's someone that you hire or bring in,
regardless, just make sure that your bases are covered.
Make sure that you've got
those fundamental foundational aspects covered
so you can build the best business possible.
All right, so with all that said,
where do you even get started?
Well, the next thing you're gonna wanna do
is check out the video I have linked up right here
on marketing strategy.
So check that out now and I'll see you in the next episode.