We Broke Up

SEO and I have broken up, and I can honestly say it feels great. Literally. It literally feels great to have a fun way to get leads for web design without having to deal with all her moods and ever-changing demands. I’m not saying it’s all her fault. I’m sure I could have done more for the relationship, too. We’re still friends. We still work together, just not for my leads.

10 Years On The Rocks

SEO and I had a rocky relationship for over a decade. We’ve tried our best to make it work. When we’re working together for our local business clients, she’s great. We’re targeting keywords, pulling traffic, and winning clients. Everybody’s happy. But when it is just the two of us working on my business, she just taunts and teases me.

She told me if I would just write good content, she’d bring the traffic. So, I wrote the best content I could. I’d report on my own research. I’d run surveys and write about those results. I created in-depth tutorials. She’d always make up some excuse. She’d say I picked the wrong keywords. Or the paragraphs are too long and not broken up with headers. Or there’s not enough images. She told me to add images and videos to my pages because different types of media improved on the same page would increase the time people spend on the page and improve rankings. So, I added images and videos. Then she’d say the page doesn’t load fast enough.

The Heartbreak

One time in particular, she absolutely broke my heart. It was Friday, September 27, 2013. I had spent all week writing this pillar post for Cart66, my WordPress e-commerce plugin. It was called “How to set shipping rates for your online store.”

It was a beautiful post that covered shipping options from both a technical and psychological perspective. We had just finished developing real-time shipping rate calculations, and this post was one of the ways we announced these new features. Live shipping rates was one of our most frequently requested enhancements. People would say as soon as that was ready, they’d start using the plugin. So, if I could just get people to know we had this feature included, I was sure we were going to increase sales radically.

I published this post on Friday, September 27, 2013. Within just a few days, traffic started pouring in. I was elated! SEO and I had finally come together and created something beautiful. But there were no conversions. Tons of traffic. No sales.

So I said, “SEO! What are you doing to me?” She said, “Bad timing. These people already have an e-commerce solution and just want to learn how to set their shipping rates before launching their store.”

We Still Work Together

It took me a while to get over that one. Believe it or not, that wasn’t the deal breaker. We kept trying to work it out. We tried to get web design leads, but even when SEO did bring in leads, they were just for small projects. This was just one of those relationships that simply fizzled out. We broke up.

The New Superhero

Well, there’s a new superhero in town – Small Favor Marketing! What does Small Favor Marketing do? She uses her superpowers to find my ideal clients within my niche. Then she tells them to contact me so I can do something cool for them for free.

For example, if I were targeting health and wellness businesses, she might ask if they want to be featured on my Well Played podcast, where we talk about developing game plans for a healthy lifestyle.

She might notice that they don’t have that many Google Reviews on their Google Business Profile and will ask if they’d like me to optimize their profile or if they want to use a mobile app that I created to invite their customers to leave reviews.

I sometimes speak at meetups or hold little lunch-and-learns at local coffee shops so Small Favor Marketing will invite them to join us.

Sometimes, she offers people social media templates, too.

One of my favorite things about her is that she’s not sneaky. She’s totally upfront and honest with people. She doesn’t offer stuff like website audits or SEO audits because that’s just a way to trick people into a sales call. What’s the point of getting the audit if you don’t hire someone to fix the problems?

Why Pick You?

What if you think, “Well, I’m not doing anything that different from everybody else. Why would anybody pick me?” If you ever have thoughts like that, watch the Why Pick You? video next, and you’ll come away with some solid answers to that question.

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