Kim Roach

Here's a playbook we're running to generate leads for a hemp based company that focuses on B2B: 1) Google ads for high intent keywords to capture existing demand. This is usually the quickest path to leads. We use Google Search Console + AlsoAsked to build a bank of keywords. We use a clean domain to build a landing page that's devoid of much specific language, avoids using trigger keywords etc. We setup conversion tracking using GTM & GA4; and then setup a webhook in their CRM to ensure tracked correctly at the contact level Once we start to see which keywords are bringing the clicks/conversions; we'll invest more time into building out custom landing pages for those keywords to more closely align with search intent. We also setup a few retargeting campaigns 2) We used Google and a 3rd party data provider (that uses SIC codes) to identify & build a targeted account list For a more niche business (with nuance b/t states & their regulatory components) doing some of this manually is really only way Once we have the target companies; we use Apollo.io to enrich the data. From there we will be doing a few things: - Outbound email campaigns to share helpful content; we'll run this through Instantly.ai - Adding accounts into LinkedIn to build lookalike audiences & run a few campaigns to distribute content & share some brand awareness ads + sprinkle in a few silly meme ads for attention. This will be a small budget of $1-2K per month given the small TAM - Setting up 2 direct mail campaign tests. 1 will be a letter style mailing & the other will be a postcard. Both will have diff offers; with some tangible / no-cost value prop to the target account - Working w/ internal sales team to tee up cold calls using enriched data; CTA will be checking on the mailer & offering free value adds 3) Setup new website visitor ID from Instantly.ai on their main URL; and then will be building a funnel of ID > outbound using their tool to ideally send more targeted / personalized outreach based on intent. Looking for some support on your B2B playbook; let us know! We bring the whole team to the project

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🔥 Agency Growth Hack: Buy another agency ... this is possible even for smaller agencies without a lot of cash stacked.... hear me out! When growing Inflow® over the years, I missed out on one growth strategy that, in hindsight, would have been clutch: buying another agency. I could have purchased an agency similar in size and service offerings for 0% down using SBA financing (and solving for a tough hiring market at the time). Another option would have been buying a complimentary agency like an email marketing or affiliate marketing agency where we could cross-sell services to a more extensive client base. My friends at CapForge Bookkeeping & More (where I am a client) explained this strategy excellently in a recent blog post (link in comments). Check it out, and let me know if you'd like to chat about it.

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This is a really smart take from Peter Caputa advocating for less content at the top of the funnel (what I refer to as the awareness phase) in search of more organic traffic. A few thoughts: 1.) IMO, most companies over-index on awareness content for a few reasons. First, sales and marketing teams aren't as connected as they should be, so consideration content (middle of the funnel) doesn't get the attention it deserves. Same with conversion content like case studies. If your marketing team (or freelancers) isn't truly plugged into how your prospects buy, in their desire to contribute, you will get more awareness content from them. 2.) I think there are plenty of exceptions to Peter's post. I asked RB2B about this in one of their recent webinars and they clearly stated they're focusing on awareness content and from what I've seen, the results are pretty strong which brings me to my next point. 3.) Some of you are blessed to live in a world where the keyword dictionary and TAM are relatively small. (Not small in a bad way: small as in it's possible to become a big voice without an over-extended effort.) In those scenarios, I typically see nobody in the category is going after the top spot as the voice of the category. It's yours for the taking. One of the reasons Adam Robinson's engagement is through the roof is that he's the first in their relatively small category to go after the podium aggressively. 4.) Peter is discounting the use of awareness-level content as only being useful for SEO. That's not uncommon. But all content should be offered and available as needed for sales enablement, nurture campaigns, etc. Content is hard. Syndication is easy. 5.) And finally, as a storyteller, I believe that all posts (including this one) should come with a big *. *If your content is original and compelling, it will elevate your brand and revenue. But if it's not, nothing else matters.

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Why do some SEO providers charge $500 while others (like me) charge thousands? Here's the truth. Not all SEO services are created equal. Ask Yourself: Why do you charge what you do for your product or service? Most likely, you aren't the cheapest in the market... But your pricing reflects: - Your quality - Your ability to add value - Your experience and reputation The same is true with SEO and marketing as a whole. Here’s why some charge $500 and others charge thousands: 1. Experience → Seasoned experts with years in the field have refined their strategies. We know what works and what doesn’t. 2. Proven Case Studies → Providers charging more have success stories to back up their claims—showing long-term growth, not just short-term spikes. 3. Referrals & Reputation → Higher-priced SEO providers come highly recommended by other businesses. Our reputation speaks for itself. 4. Long-Lasting Results → Cheap SEO can lead to Google penalties. Quality providers (like me) focus on sustainable growth that will last, not risky shortcuts. 5. Customized Strategies → Low-cost providers often offer one-size-fits-all packages. Actual SEO is tailored to your unique business needs and goals. Remember, when it comes to SEO, you get what you pay for. Cutting corners today could cost you more in the long run. What are your SEO goals? Let’s talk.

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SEO isn't dead. Not this time. Not on my watch. It's evolving. Just like it always has. For the last 20-odd years. The old agency model is dying a slow death, though. The old in-house model is dying a slow death. There's no doubt in my little old mind. The writing has been on the wall for years. For longer than I care to remember, I've been harping on about everything eventually being connected. If you want to achieve organic (read, NOT just SEO) success, you're gonna need a whole bunch of people on the same page. A whole bunch of departments. Search Experience Optimisation. Is it gonna be easy? Fuck no. But the ones who can learn from the past and look to where things might be in the future are the ones that are gonna come out the other side. The ones who put in the effort. The ones who aren't just in it for the dollar dollar bills. The inquistive. The brave. The creative. The critical thinkers. The daring.

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We now have concrete evidence that Google’s statements about their search algorithm don’t always align with reality: 1. Click data significantly influences rankings. 2. Human evaluations impact search results. 3. New sites experience sandboxing. It’s great to see Rand get the scoop

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Since the August Core Update 2024 has started rolling out, HouseFresh.com has been at the forefront of post-HCU recovery. Here’s what I’ve noted: 📈 Significant Rankings Increase: Their rankings have ascended in this update like no other site I’ve encountered. 🔍 Strategic SEO Efforts: Post-HCU, they’ve made substantial progress—elevating their DA from 43 to 58, refining on-page SEO, and enhancing UX. 🏅 Enhanced EEAT: Their Expertise, Authoritativeness, and Trustworthiness (EEAT) have notably strengthened. Interestingly, despite similar efforts, many other sites haven't experienced the same positive trend. 💼Possibly Manual Influence: To me, this recovery for HouseFresh.com appears more manual than algorithmic at this stage, especially given the influential article they published on Google’s HCU. Only time will reveal if this pattern extends to other sites. #seo #googleupdate #algorithmic_update #housefresh

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So You Don't Care About SEO? That's A-OK... (But Here's Why You should.) Let's face it, SEO can feel like a confusing beast. But listen here, business owners who scoff at "search engine optimization," I get it. Maybe you're thinking: ✔️ "Who even Googles these days? Isn't everyone just glued to TikTok?" (Famous last words...) ✔️ "I'm a local business. People just know me around here!" (Do they, though?)? (Your grandma doesn't count.) ✔️ "Why bother with fancy algorithms? I'll just yell my business name from the rooftops!" (Please don't. (The neighbors will complain.) Look, here's the deal. People still search online for businesses. A LOT. And if your website isn't optimized, it's like hiding your store in a back alley with a neon "Closed" sign. Now, I'm not saying you need to become an SEO guru. But a little effort can go a long way. Think of it like putting out a welcome mat in the digital world. Here are some baby steps you can take (without tears!): ✔️ Basic Website Basics: Make sure your website isn't from the dial-up days. Mobile-friendly, clear navigation, and decent loading speed are keys. ✔️ Keyword Magic (Lite): Sprinkle some relevant keywords throughout your website content. Think of it like using words your ideal customers might search for. ✔️ Content is King (Even the Discount Kind): Offer valuable information or resources on your website. Blog posts, FAQs, anything that shows you're an expert (even if it's just in your niche). These simple steps can make a surprising difference. Still not convinced? Well, that's okay. Just know that when your competitor's website is basking in the SEO sunshine and raking in customers, you might be left holding the "Closed" sign.  

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If you love technical SEO... you'll hate this. Just heard two separate speakers at a major SEO conference confirm what I've been saying for years: Most businesses are obsessing over technical SEO for absolutely no reason. Most e-commerce sites don't need complex technical SEO You're probably wasting resources on problems you don't have... When a couple days of covering the basics will cover 90% of what you need. Stop overcomplicating it. Focus on the fundamentals that actually drive revenue: Content, user experience, and solving customer problems. Unless you have 10,000+ URLs on your site, redirect your technical SEO budget to content creation and conversion optimization. If you disagree, here's your chance to prove me wrong. Has your business actually seen measurable results from advanced technical SEO work?

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Should you focus on blogs for local SEO? This clinic gets 7,000 monthly views… They’re crushing it, right? Well, yes. But they wanted to get more local leads. Writing blog posts for your local business *will* get you more traffic (if done right), but that traffic will be from all over the country - and only 0.01% of your traffic will even be able to work with you. Be sure to focus on commercial intent keywords if you own a small business that serves local customers. See the rest of the video below in the comments ⬇️

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Need help with lead gen? Unlike other lead-gen agencies we don't spam your ICP's inbox with DMs/cold-emails. We reach out to people based on triggers and intent. And especially those who are actually looking to buy from you. This helps you save time and money both. If this seems interested Imk! (Only taking 5 people in June) The best part? Get a full-refund if it doesn't work no questions asked! ESCALATE DIGITAL on another level 🔥🔥

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Don't go chasing Domain Rating goes the famous TLC song. For those of you who aren't SEO nerds, Domain Rating shows the strength of a website's backlink profile compared to the others in the Ahrefs (an SEO software) database on a 100-point scale. Lately, I've gotten several requests from prospects whose primary ask is to "raise my Domain Rating by 15-20 points in one year." Not only is this an unstructured approach, but it is also chasing a vanity metric (a waterfall) that doesn't always have something to do with actual business value. For example, I showed a prospect a website that built (or earned) over 300 links in one year. Their Domain Rating actually went down from 53 to 52. An uninitiated SEO agency might sell this prospect on 300 links in one year (this is hella expensive) and get the same results. It's just a bad KPI. For me, I need to look holistically at things like : - current on-page SEO - current content - # of competitors referring domains to page - internal links ...before I start arbitrarily building links. So if your primary concern is to increase Domain Rating, you should first understand that there are 4-5 fundamental things you must understand and successfully implement before investing in link building. For me, the question shouldn't be "How can I increase my Domain Rating?" It's "What SEO strategies do I need to implement to generate more sales?" See you in the water.

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Here's how we made $250K in 24 hours with one of our brands (without Facebook ads) 🔥 Part 2! Steal this SOP! 🚀 If you haven't read part 1, I'll link it in the comments below 👇 TLDR from yesterday The power of Building a community How to build a comunity Where to build a community Today I want to talk about how we leveraged that VIP group of 10K members to sell over $250K in 24 hours 💰. Up until this point, we had mostly used the group to get feedback on new designs and TBH we were using it more like another broadcast channel (don't make this mistake when you build a community) 🚫. But then I had an idea 💡... Why don't we give them early access? 👀 But how? 🤔 Some background about this launch first: 1️⃣ We were releasing our Fall/Winter collection to our retail customers. 2️⃣ The biggest launch day that we had prior to this launch was $60K. 3️⃣ We had invested a lot in this collection and needed to generate some cash ASAP! 💸 At the time, I had been reading the book "Contagious" by Jonah Berger, and he had talked about how a fast fashion brand that was failing had repositioned itself as exclusive by password-protecting its site and launching new collections once a week... AND THAT'S WHEN IT DAWNED ON ME! 💡✨ We decided to test the gated launch method 🗝️. So how did it work? 1️⃣ We would lock down the entire site for 12 hours before the launch and password-protect it before our big launch. 2️⃣ We teased the product drop for 2 weeks before the launch on email, SMS, and within our VIP group... 3️⃣ But the key was what we told our customers: a. We are probably going to sell out of some of the most popular sizes and prints early ⏳ b. The only way to get early access to order was going to be by getting a password that would only be dropped within our VIP group 🔑 4️⃣ We built the FOMO and the anticipation within the group by releasing another sneak peek of what we were going to launch at 10 AM every day 🔥. I was so nervous the day that we launched... I turned on the Shopify dashboard at 9:59 , and there were already 700 visitors on the site - waiting for the password 😱. At 10 AM, we released the password on the VIP group 🔓. I held my breath thinking... "What if this doesn't work?" "What if they can't get into the site?" 😰 But before I could think too long, I saw the first order come through... and then the second and then the third! 🚀💥 There were over 3K visitors on the site at this point, and people were panicking!! 😵‍💫 We had the site locked down for 2 hours and within those two hours, we made over $120K in sales! 💵💸 At 12 PM, we opened the site to the general public and within the next 22 hours, we did another $130K in sales. 🤑 This was not a one-off experience - we rinsed and repeated many times! ♻️ Want to try it? 🤔 I've linked to the SOP in the comments! 💪🔗

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I’ve been in SEO for over 10+ years. This is the exact link building checklist I use when vetting links. (7 checks) I’ve tailored this checklist over the years to: - Filter out the noise - Avoid spammy backlinks - Build solid SEO foundations that stand the test of time 1. Domain Authority / DR Check the DA/DR of the site. But don’t obsess over it—look for consistency in rankings, not just a high number A DR 50 site with 100k traffic > DR 70 with 10k 2. Relevance > Power If the link isn’t coming from a site in your niche or related to your topic, why bother? Topical relevance increases your SEO more than some random high DR link 3. Organic Traffic (Check via Ahrefs/Semrush) No organic traffic? Red flag This means the site isn’t ranking for anything of substance Stick to sites pulling in real, organic traffic, even if it’s modest, and also check for traffic drops 4. Anchor Text – Watch Closely Avoid over-optimized anchors, they look spammy to Google Diversify with natural anchors like “click here,” branded anchors, or LSI keywords 5. Link Placement – Contextual or GTFO Are your links sitting in the footer or sidebars? If the link isn’t in the body of the content, you’re wasting time 6. Outbound Link Ratio (OBL) If a site is linking out to everyone the value of each link diminishes Low OBL = higher link equity passed to your site 7. Indexability Does Google even recognize the page? Check if the link is indexed in Google No index = no juice Use a simple “site:” query to confirm 8. Check outbound links Don’t just focus on the site’s authority—look at who they’re linking to. Are they linking to relevant, high-quality sites or spammy, low-quality ones? The company your link keeps can impact its value. Be picky! I stick to this checklist like glue because the quality of your links gets you long-term ranking stability (not just quantity) _____ What other criteria you're using when vetting links? Drop a comment below.

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We helped a wellness brand drop CPA from $68 to $44. With a funnel strategy most DTC’s aren’t running. I’m taking about Publisher Paid Media. Here’s the breakdown of the test for last month: Standard Product Ads - CPA - > $68.27 - ROAS - > 2.13X Publisher Funnel Ads - CPA - > $43.85 - ROAS - > 3.44X 5 steps we took to make it happen: 1. Wrote an advertorial targeted at solution-aware buyers 2. Hosted the content on our own 3rd-party publisher site 3. Directed links on the article to drive back to the brand’s PDP 4. Created head-to-head style static ads 5. Ran the ads through our publisher’s FB & IG pages Your next big win can come from a publisher funnel.

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My SEO Agency Founder client saw a whopping 11x increase in revenue 🤑 But first... A bit of an analogy. Have you ever seen a master wine distiller🍷? He trusts the aging process to barrels. (Just like my clients trust leaving the writing tasks to a skilled ghostwriter like me 😁) And you know what they get out of it? ↳ They reclaim their time ↳ They get the right quality ↳ Their focus on business is best ↳ Their ideas reach their full potential ↳ They see their words impacting lives ↳ They see their ideas weaved into stories And all of it happens with their single decision: (Hiring a ghostwriter ✍🏻) But you know what often stops Founders, Company Owners, Leaders, and CXOs from hiring a ghostwriter? ↳ Ego (they want to do it all by themselves) ↳ Over-confidence (know-it-all attitude) ↳ Trust issues (they can't trust others) But when my SEO Agency Founder client hired me: → He ramped up his business revenue by 11x → He got the most impressions that month → He landed 3 consulting gigs And that's just the tip of the iceberg. Do you still doubt ghostwriters? 🤔` Then you need to think twice about what matters more to you: Money or Time? Answer it. You'll know the next step. DM me "Brand" if you want to make your LinkedIn work for you 🎯 P.S. Do you like those alcohol analogies of mine? 🤭 #ghostwriting #linkedingrowth #personalbranding

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