How Jesse Cunningham Builds a Network of 50 Local Websites

0:00I make a lot of money on Google, and I'm going to teach you a strategy right now I call layered cake SEO. If you have a website and you want to make money by ranking it on Google, listen to me. Layered cake SEO, what a ridiculous name. What does it mean? Let's talk about it. So, your one website is fighting six wars at once, typically more. For instance, a roofing company in Kansas City is trying to get ranked for metal roofing, roof replacement, storm, and whatever, you know? The point is one website usually tries to rank for many different things. That used to work

0:32really well. It can It can still work, but nowadays with AI websites competing against people like me and other people in the community, you're going to have a hard time, right? So, what's going to happen here is Google is going to increasingly reward the specialist websites, not the generalist websites. Why? It's AI is seeking out the best answer for the user. So, if you have a website that only talks about metal roofing, right? We'll talk about this, and you can make it look beautiful to Google and to the consumer, who do you think is going to win? The generalist or

1:08the specialist? Now, if we haven't met, my name is Jesse. I run this community here, and you can see people are making money with the strategy I'm about to show you. So, right here, 18 calls yesterday. Mark is crushing it off of what we're talking about here. Tony's crushing it, commissions. It's great. We're going to talk about a lot. I want to show you the examples of how this works. I'll tell you exactly what I'm doing to make this happen. So, if we come over to Google, we type in Kansas City metal roofer. Do you see this, right? Scroll down. Let's just Let's

1:36just remember this. Do you see there's a company called Stonescape Steel Roofing and Exteriors with four stars right here, right? And then there's 18 reviews, and then there's 92. Now, if I come over to Kansas City roofer, just a general term, the general websites, look here. You have behemoth websites, 200 plus, 400, 300 plus Google review websites. Like off the bat, it's very obvious. The specialist websites crush. If you can show Google that you just do one thing really well, then it makes a huge difference. Now, if you didn't know the map pack is shrinking. So, Google's map pack is shrinking right now because

2:14Google has what is called the AI overview. You've heard of this. AI has eaten everyone's lunch. If you combine the amount of websites that are being created with AI by people like me and Google using AI, it is a huge compression and it's probably going hand in hand, right? One is because of the other, but the map pack is shrinking. Therefore, people's calls are down, people's websites visits are down. What are you going to do about it? So, this is how we visualize the layered cake SEO technique. You have your general niche site. So, this would be your primary website if you were an SEO working with

2:46a client. Let's say they already have Kansas City Roofing Co. or whatever, right? They already have one website or you're a business owner, you have one website. What you're going to do is you're going to think about all your sub niches within your brand. And in this case, let's pretend we have this company. We have metal roof and roof replacement. We do all these separate things. What are we going to do about it, right? So, we have one niche, which is roofing, six markets hiding inside of it. If you are to take a step back, and the most successful people in the Rank

3:16Expander Academy do this and they visualize this. Think about the sub niches within any broad niche, plumbing, electricians. There's like hundreds. Hundreds is not an exaggeration. There's so many sub niches and that's where the money is. If you try to build a website that goes after the generalist, it's not going to work. So, keep it rolling the anchor site. This is where we we we get all the reviews. So, we're going to have a Google business profile on the money website, the big website, the one generalist website. Get hundreds of reviews going to this sucker, right? And then we're going to do something

3:50special. We are going to stack it with all these other websites around it. And when we visualize it, we have layers times towns equals a grid. Like, what is this? 1 2 3 4 4 by 5, that's 20 websites right there. Because we have a dedicated metal roofing website for each suburb around your area. And then one for storm and hail. And all of a sudden you start to get this matrix effect, right? A layered cake of websites that dominate different suburbs. They're not all going to be successful, but we can build these so affordably now, it doesn't matter.

4:24Some crush, some don't. Get rid of the ones that don't crush. You're spending like 10 15 bucks on a website if that, right? You're basically just paying for the domain name at this point because everything's else is so affordable. Now, all of this hinges on being able to have the proper structure for a website because how Google perceives your websites really matters with this strategy because yes, we're going to be a specialist website, but Google needs to understand it in a very particular manner. So, this here is the one-click website builder. Um you can see at the top we have business services, towns,

4:53content, photos, launch. What this does, and it's a pretty slick tool, what it does it basically present you with a file after you're done, you know, putting your information in here, it'll present with you with a file that you can then present to any LLM of your choice. You want to build with Claude, cool. You want to build with Codex, fine. Whatever, whichever one. And then what this does is it gives you our exact strategy kind of in a box because these websites have to be structured so particular, right? And we have that strategy in the community. We just kind of boxed it up

5:26for you right here. Now, every area is going to carry the whole stack. It's not a perfect visualization, but this is an area Overland Park. This is an area Independence, Lee's Summit. And then each area is going to have all six or however many services you want to attack separate websites. So, every box is quite literally a microsite, a separate website, right? And what I tell people is if you have your primary business be roofing, right? It's roofing, go after the services, the subniches that actually make you the most ROI, the most money, the ones that you can sell for

6:00the most, the ones that have the highest revenue share opportunity. That's what matters. Now, getting into how we do this a little bit further, we use tracked numbers on every layer. So, it only costs us like a dollar or so. It's not much money. It's not hard to do this. But every single website, right? I mean, represented here is 1 2 3 4 times.

6:20That's 12 websites right here. And each one of them would have a unique phone number, would have a unique feel, and a unique vibe. And when someone calls in, 24/7, someone answers. No matter what. If you were to call any of these websites that we build, someone's going to answer. And how is that possible? It's because we use AI to answer. The AI qualifies the lead, sends us a transcription, a synopsis, and then we send that to the client, or we sell leads. So, there's many ways to make money with this. That's rank and rent.

6:50You can do it if you're the business owner and just run the leads yourself. That's the way to make the most money. Now, coming back to this example of Kansas City metal roofer. So, someone will type in those subniches. Like, that's fundamental of understanding that people type in subniches. People type in wild things in the Google. That's how we make money because we match what they type in. But coming back down here, you'll see that, okay, four star, 18 star, we get it. But where we typically rank our websites is below the map pack if there is one. Now, if you want to

7:19take it to the next level, you can get a Google Business Profile for each one of these microsites you build, but you can make a lot of money if you rank right here. Now, in the academy, a lot of people ask a lot of questions, and you know, the modules will help, but we see people joining every day, and a lot of the same questions come up. So, I wanted to address a few of them. Number one, people are concerned about a footprint.

7:40And I think that's a fair question because if you're going to build these type type of websites, some may say it's like spam, right? So, let's just talk about it. So, this layering, it's not spamming. So, let's let's be clear. Let me blow this up. So, they're not thin clones. So, they're not six copies of one page with the town name swapped in a doorway.

8:00Because why? Well, we don't want to do that. We don't have to do that. AI is so smart now that we don't we don't need to do that. We used to do that, and it still worked, by the way. Um not spun content. Each site has to be um a real specialist site a human is genuinely glad to land on. And by the way, Google knows Google knows if someone is happy and satiated by coming to your website, especially when they call the phone number on your website. If someone doesn't answer, this is the worst, right? If someone doesn't answer the

8:29phone to a real business website, Google knows that. It just blows my mind people people don't answer the phone sometimes. Your rankings will fall. All right, so not fake companies don't do fake companies and not overnight. So, a stack is built one solid layer at a time. So, a lot of people are concerned about the footprint. So, we don't do certain things we just talked about or have any Google product tied to our website. So, we don't use Google Search Console, Google Analytics. We don't index with Google Search Console, because I had a friend, right? Um years ago, not that

9:03long ago, 2 years ago maybe, had 300-plus microsites and making a lot of money with these websites. They all got banned, de-indexed on Google overnight. Why? Because they were all on the same Google Search Console account. If you land on one of these websites, it needs to look solid, right? It doesn't have to look perfect. Ugly websites convert really well, especially in the blue-collar niches, because people are accustomed to just ugly websites for some reason. I would consider this one like a five out of 10, and that works for me. Our best websites, by the way, are not the prettiest websites. Our best

9:36websites are the ones that get the most calls. That's how I determine it, right? Um let's come over here. I'll show you some examples. This is the service pages. How big should a microsite be? It should be 30 to 50 pages in my opinion. And nowadays, we can build them so easily with AI with the structure, right? Coming back over here, with the proper structure because of this tool right here. I mean, do you have two options? Use this tool when you come into the academy or learn how it's all done in here. We have a 7-day free trial. There's hundreds of people doing

10:08this strategy. There's people who have already gone before you. You can ask them directly like Mark here off of his websites. And Mark's awesome because Mark, what he did, he had 18 calls yesterday off this concept. So, Mark drummed up websites immediately when he joined. He just created websites, created websites, microsite, microsite. Now, I think he's at hundreds. But, I'll be in the community. Come check it out.

10:27You have the modules. You have the community. You have the community calls. Everything is here. All the tools are here. 7-day free trial. Check it out. I'll see you in there.