- If you want to thrive in SEO, you need to build a brand.
It's been 11 years since Eric Schmidt,
the former CEO of Google,
said, "Brands are the solution, not the problem.
"Brands are how you sort out the cesspool."
And what we see today really reflects that.
Companies and websites that have invested
in building a brand are becoming more and more prominent
when it comes to ranking higher up on search results.
But even people who didn't have a search presence,
like Kylie Jenner, have built websites
with massive organic traffic because of their brand.
Hey, everyone, I'm Neil Patel,
and today I'm going to break down
how to use your own brand as your secret SEO weapon.
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You've probably heard of using SEO to build your brand,
but what about using your brand to build your SEO?
Look, the Kylie Jenner approach.
Use your own brand and capitalize on it
by creating a business that is valuable to your audience.
So much so that she sold 50% of her company
for over $600 million.
That means her net worth is over a billion dollars
according to "Forbes."
So let's dive a little bit deeper into Kylie Jenner.
Before her cosmetic line, Kylie Jenner was known
for enormous online presence in the fashion and makeup niche
and of course "Keeping Up with the Kardashians."
I'm talking about millions of followers.
One of the things that really made her fame take off is
when she got her lips done.
It started a online craze
of people wanting the Kylie pout or the Kylie look.
Kylie capitalized this by creating Kylie Lip Kits,
which sold like crazy, selling out almost instantly
when she released products on her website.
After finding huge success in lip kits,
Kylie expanded into the entire cosmetics line known
as Kylie Cosmetics that is now worth over a billion dollars.
Her genius in capitalizing on her brand got her
on the "Forbes" list
of the youngest billionaires in the world.
She's also one of the most followed people on Instagram.
She markets businesses herself.
She used her marketing strategy
because her business is her brand.
By simply posting videos
and pictures using her own products, people buy them,
and that's how she's done so well in the ecommerce space.
She now ranks for highly competitive keywords
like eyeshadow palettes or even blushes or makeup palettes.
Her website gets over 1.8 million visitors per month
according to SimilarWeb.
Now, Kylie did two big things.
She recognized who her audience was
and offered them a product that was value to them.
Not only is she helping her audience,
but she's growing her own brand equity.
That's like me offering SEO and marketing products.
If I offered dog food products,
do you see the disconnect there?
Kylie stuck with what she was known for.
Now, I know she's a big name,
so don't let this intimidate you.
This strategy is entirely relevant for smaller brands,
and it works for businesses of all sizes.
More and more people are creating their own brands,
whether it's through blogs, social media, vlogging.
This is a huge market right now,
and there's so much opportunity.
Influencers today are the latest entrepreneurs.
Now more than ever, small online influencers
and brands are building their own businesses.
Now, for the second example, I want you to look at me.
Look how I grew my brand and capitalized on it.
If you don't believe you can do it,
I'm here to share my story
so that way you can see how you can do it.
At 15 years old, I started off
by creating my own business called Advice Monkey.
It was a job website that helped people find jobs.
And I created a job website because I couldn't find a job.
I gained the money by picking up trash,
cleaning restrooms at a theme park,
and from there I did whatever it took to make money,
as long as I wasn't selling drugs or breaking the law.
But all that money I made, I took it and I dumped it
into advertising for Advice Monkey.
And it failed because people just ripped me off.
So I had no choice
but to learn digital marketing all on my own.
And that's what got me started with my story, right,
in which I was my own success.
I learned how to do it myself.
I implemented it on my website.
I got results.
Then I started pitching other people
and tried to convince them to pay me.
Some of it was performance-based.
But that's how I started.
And in 2006, I created my first blog.
And through blogging, I started building up a following,
and that was the real catapult for my career.
I was offering valuable marketing tips and advice.
More people were coming to me.
It was generating me business.
I was getting invited to speak at conferences.
When conferences wouldn't invite me, I would apply.
Most would turn me down,
but eventually more and more accepted me.
After learning about my audience
and what they really wanted,
I then wanted to create a free tool called Ubersuggest.
Now, that tool has allowed me
to reach even a bigger audience,
and that tool itself generates
15 million page views a month.
Now, if I wanted to buy that traffic
and on roughly three million visits a month
just going to to that tool, it would cost me hundreds
and thousands of dollars per month.
My brand in digital marketing has allowed me
to get more users to my tool,
and my tool, building that brand has allowed me
to get more people to follow me individually
as Neil Patel as well.
And you don't necessarily have to create a tool,
but just putting yourself out there,
speaking more, all that, right?
The moral to the story
is the more you put yourself out there,
the more people are going to get to know you and your brand.
I call it the rule of seven.
When someone sees and interacts with you seven times,
they're much more likely to relate to your brand.
That creates more search queries.
The more search queries for your brand,
you'll find that it's way easier to rank for terms
that you want to go after and are competitive
and people with higher domain authority are ranking for.
And you can beat them
as long as you build somewhat of a brand.
So if you need help with your brand building,
check out my ad agency, Neil Patel Digital.
If you have any questions, leave a comment below.
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Thank you for watching.