Jesse Cunningham Walks Through a Website Case Study

0:00I think ecom, high ticket ecom or just ecom in general, is easy mode compared to what SEOs usually have to do. So the first thing is a confession. And the confession is I hate backlink building. First business that I sold, I didn't build a single backlink. But the new business that I just started, we talked about, did ATAK in its first month trading. There's no real SEO in that at all. Today, we are talking with Jayden Clark, who sold his website that he built from scratch for $700,000. He sold that one, started a new one, and it's even more successful.

0:31His first month in business, he did $88,000. On that track, this new website is worth much more than the one he just sold. So I'm asking him a lot of questions pertaining to SEO with high ticket ecom, which is what he's very good at. So with that, let's just jump into it. So Jayden, you've sold your website recently for $700,000 and you're doing it again even bigger. And we have a community now. A lot of things are going on. Let's talk about what you're doing and how SEO can work with this whole thing. Okay. Yeah. Awesome. I mean, SEO is the bedrock after paid ads.

1:09So we talked in our last podcast about paid ads. That is like what we do out the gate. So the new business that I just started, we talked about, did ATAK in its first month trading. There's no real SEO in that at all because it's too early. So paid ads is the first thing. And then after that, we don't want to run a business for too long where we're entirely reliant on paid ads because A, we're leaving traffic on the table. We could have a bigger pie if we hit SEO, but also, you know, we want to exit this business and we want it to be defensible. So, you know,

1:38people are going to give us better multiples. Our business is going to be more reliable because, you know, I can, for example, come into your niche in ads and maybe disrupt a little bit, take some of your traffic. It's more difficult to do in SEO. So yeah, there's a whole side of that to the business. And to catch everyone up, if you haven't watched the previous talk, right? So Jaden is an expert in high ticket e-commerce websites, a Shopify website that is specialized in things that cost between five grand and $15,000. When he sells one thing, he makes a spread between the manufacturer and the retail price, which is, you know, a thousand bucks,

2:132003, sometimes more. And he just launched, after selling his website for 700 grand, he launched a new one, which just did $88,000 with about a net, net, net of 16 to 20K net off of that. Crazy, right? Very fast ramp up, which was due to Google ads. We talk about that in the previous video, the previous talk, but now we're going to talk about SEO, which is just as big as an opportunity. We have to pick a niche to talk about in this video, Jaden. What are we going to talk about? Let's do mancaves. Apologies to anyone who's offended by the term, but, you know,

2:48it's good, good, great high ticket niche because, you know, I sell someone a man cave. I can also sell them the jukebox, the pool table, the wine fridge, et cetera, to go in it. So it's a nice one. Do we want to sell like the structure itself or the things that go in the man cave? We would want to sell both because that's part of our process for building these stores is we think about the person and the ideal customer, not the product. So, you know, we're selling an end state and that is this man cave. Let's say we've got someone there, maybe let's say they're retired.

3:20This is our ideal customer, right? Our customers will look different, but this is the one that if they all look like this, it would be fantastic. They've retired. They want to put a man cave in the garden because they want to have their friends come over. They used to go meet them at the bar or whatever. They don't really see them that much anymore. So they want to create a space where they can hang out. They can watch sports, spend time with their friends, right? And we're going to sell any product that is high ticket that fulfills that end state.

3:43So we're going to have many different products we sell all related to that period. How do we do the SEO? Okay. So the first thing we do is we build our foundation. We accept that we started this business, whatever, three months ago. And yeah, people will say, Oh, what I want to do is I want to rank for man cave or I want to rank for pool table. And yeah, that would be great. But right now these big parent keywords, they aren't accessible to us with the domain being where it is right now. So what we're going to do first is we're going to like pay our dues essentially

4:16to, to Google. And we're going to show that we have topical authority and we're going to start ranking for some keywords and getting some traffic. The great thing about man caves and then all the products that go in them is that there's loads of informational terms because when I want to build a man cave, I'm going to say like, is it better to have one that's I'm going to get my American on here? Is it better to have like aluminum or is it better to have wood? If I'm having wood, is it better to have one that's like treated or should I have like, you know,

4:43should I have something that's painted, whatever, am I going to need permission from like some sort of local authority to put this in there? All these things, how big should it be? Do I need to insulate it? Is it going to be cold, right? Hundreds of search terms. That's before we even get into what size pool table or whatever else it is. Right. So we have a way of finding these keywords answer. The public is a great tool. Even better is our partner. Sean has built a scraper where basically if you're going to search anything like that right now, you will get people also ask

5:13questions. The reason they're there is because Google knows that people ask these questions to Google in tandem with researching man caves, for example, and therefore these are search terms with volume that we can create content for. They are usually very low competition because people tend to magpie towards the high commercial terms and create content for those. So by creating content that answers the question of, um, you know, is it better to have an aluminum or a wood log cabin, we can create content for that and rank for it. And when we do that once, it's not that impactful.

5:48Maybe it gets us 30 extra visitors a month, right? It's not nothing, but when it becomes really impactful is when we do this for 200 informational search terms or 300, because now that obviously multiplies the traffic that we get that also multiplies the keywords that we rank for. And it shows Google we are a topical authority. We might not be as strong in domain rating or back clean profile as those big players over there, but we are experts in our niche. And therefore we earn the right by ranking for those keywords, getting that traffic, sending some positive user signals back to Google to then start going after some commercial terms. So you build out the informational

6:24top of funnel stuff first and work down. Yeah. That to me is like where we give you the strategy on here. We have to like earn the U the listeners trust that we know what we're talking about before we can then go into, you know, running their SEO, running their ads account, right? It's the same thing here. We have to show Google that we are trustworthy with that traffic and that we know our stuff. So that's where we start. It's the foundation, not to mention I've now got 300, let's say new URLs that are ranking on Google that I can interlink to my collection pages or

7:00commercial pages, product pages, whatever I want to rank. So I've also got some, some domain juice, if for one of the better phrase that I can now pass around. So yeah, this is the first thing. And it's, it's, we, we hit on this in the previous talk we had, but a lot of people who initially watched this channel, listened to this channel were SEOs, people who are really good at this already and learning about SEO. The crazy thing is right now they're in and after HCU, Google's helpful content update, which absolutely obliterated information only content websites, niche websites. They're gone for the most part. Ecom websites that have informational content

7:38are the ones for the most part who took all that traffic away. Google rewarded Ecom. It is like the bastion. I think there's two bastions of like hope left in SEO, it's local business and it's like Ecom or purchase intent stuff. That's what Google rewards. So it's very interesting to me. A lot of people that watched and listened to this channel, it's like, if you have the skills for SEO, you're already halfway there to crush it on Ecom. Just learn a little bit more of a skill.

8:05And then you're going to see like, it starts to become from like extremely hard mode and it switches to not easy mode, but much closer to it. 100%. And if you still have your niche website and it's in something that can be pivoted towards high ticket, like you also have a massive head start. And in fact, if anyone wants to chat to us about a potential partnership, they've got a niche website that was doing well. Maybe it's hurting from some of the recent updates and they want to pivot it into Ecom. Firstly, how easy would manufacturer partnership calls be when you can

8:40call up and say, look, I've got this site. It's been doing this business model, but it's got traffic. I've got a captive audience. I've got an email list. I've got traffic. I just need some products to put in front of them. Can I direct that incremental traffic to your products? Easiest yes in the world from suppliers, right? Straight away, we've got suppliers products. We can now retail. We can slap a Shopify store on there. We can show Google that this content is like a skyscraper or whatever you want to call it a cluster around our products. It's not just a niche website. That's going to help us to really start seeing some different results back

9:11a bit more close to what they're probably seeing back in 2023 maybe. It's a great foundation to launch an Ecom brand from. Very exciting. If I were to look at it from the step one of like SEO for Ecom website, it would be the on-page SEO for the product and collection pages itself, number one. Yeah. Right. So when you build your Shopify store, I'm assuming that when you build it, you're using some sort of template, right? And you go in there and you optimize for two things, SEO and CRO, which is search engine optimization. So it appeases Google and LLMs,

9:46but also CRO so that it actually converts conversion rate optimization. And then I would move on to what you're talking about with informational content. Is that how you roll? That's a fair point actually. Yeah. And so I probably, I would say there's like two phases to that. The products that I'm putting up, yeah, there's a hundred percent and on-page formula that I'm following there. I don't want anything going up on my site that isn't listed in a way that's optimal for SEO and LLMs. Definitely. Also naturally when I put some products on my site, I need some collections for them to live in. Again, I'm not going to create collection pages

10:20that aren't optimized, but they're probably going to be optimized towards keywords that I'm not actually expecting to rank for. Right. So I might create my man caves collection, my pool tables collection, my wine fridges collection, whatever for my products to live in. I'm not expecting to rank for man caves in month three, but I am still getting it right first time because there's no point in doing it any differently. Right. Especially with the formulaic approach you can take to SEO and then layering on top some automation. It makes it very easy.

10:47Then I'm going to start thinking about, right, what content do I want to create for commercial terms that doesn't already exist? And that's when I'm going to start looking at my keyword research. So I've put my products up. They've been done right first time for SEO and for LLMs. I've put my blogs up. So I've kind of like my stripes a little bit in topical authority.

11:07And I've got some stuff that I can interlink to. And now I'm going to go and look at what are the sort of like tier two commercial terms that are a little bit more long tail, a little bit lower competition. And there's like a system for how I research these. There's some things I want to see in terms of like, what is a realistic search volume? What is a realistic keyword difficulty?

11:25Are there some lower powered domains ranking in the top five? There's like boxes. I want it to tick for it for me to know that it's my best spent return on investment for creating that content. And then I'm going to start creating, let's take an example, you know, eight foot by 12 foot aluminum gardener, right? That might have, let's say 100 monthly searches, but I might also create six foot by eight foot. I might also create, you know, wood with aluminum roof or, you know, four person. These are all these things, right? With high ticket and with these product clusters,

11:58there are so many. You can break any product down, you know, sauna becomes two person sauna, four person sauna, hybrid sauna, you know, all these things, right? And these are keywords that again, people typically have an optimized for, they were optimized for man cave or sauna. So this is where we can start to again, go after a cluster of maybe 50 commercial keywords, in a way that gives us a realistic chance of ranking. What's funny to me is it's not always true, but I'd say 80% true. People are usually good at Ecom, the paid side, or they're good at SEO. And the ones who can marry the two are the ones who crush it, right? That's why I'm excited

12:38about our group, the 1% Econ Club, right? You can come in there for free. You can learn the basics, right? We give you even a niche selector tool, which by the way, picking a niche for Ecom is not, it's not that important. It's the execution that matters. And after that, we have a premium side, which you'll pay to get like the bulk of the information. But what I'm most excited about is the partnership program we have where if someone is a good operator for their website, their Ecom website, right? Or they're interested in turning their blog, that's a successful blogger,

13:08was a successful blog into a Shopify store, they can partner with us. There's an opportunity for that partner with me, Jayden and Sean Buckles, you have a team of SEOs, Ecom, you have all of it wrapped into one. And as a side note, I didn't want to forget this, I was very impressed. You said aluminium, the American way over and over again. That was aluminium. Yeah, I'm used to it now.

13:35Yeah, I'm used to saying these things and Americans, it's just America's a bigger e-commerce market, right? So I'm the I'm the odd one out in this space. So I've got to I've got to learn. All right, that's a good point, though. Okay. If you do dot co dot UK, that's the path, right? For UK, right? Do dot com websites still adhere to everything we're talking about? Is it easier?

13:59Is it harder? Is there more opportunity, less opportunity? What do you see? There is more opportunity in the US 100% bigger market. Most developed e-commerce market, it's where you will hit the ceiling. Well, it would take the longest time to hit the ceiling 100%. I do think in terms of the ability to get to seven figures, I think it kind of nets out because you've got a bigger addressable market in the US, but it's a bit more competitive, a bit more sophistication. And you've got a smaller addressable market in say, like the UK or Australia. Like I know, probably over 100 people who run businesses of this style in the

14:38three biggest econ markets of the US, Australia and the UK. And it all pretty much boils down to the same stuff, like the same strategies work, the same things are effective. The market sizes change slightly. But other than that, it's the same thing. It's good to hear. It's good for people to understand. It is the same, pretty much. All right, so we have Tofu, Mofu, Mofu, right? We have top of funnel stuff, middle, bottom of funnel. What I'm hearing is we optimize for SEO, on-page SEO for the products and collections. Boom. Get that done off the bat because that also

15:12helps Google ads, which we talked about in the previous talk. Then we're going to build a blog, essentially. My question is, are you building your sub domain through WordPress or how does this, the structure work, the technicals? Yeah, so I personally, and like I'd be willing to hear the other side of it, I don't think the benefit of building on WordPress is enough. If you've already got one on WordPress, absolutely fine. Connect the two. But I build all mine on Shopify. Ultimately, it is just from a maintenance point of view, it's easier from an interlinking point of view, all that sort of thing. I want it to be all existing on one domain. I think

15:53that's the optimal way to do it. And realistically, when you're building a blog for ecommerce, you just don't need the same, obviously WordPress is an easier blogging tool, but you don't need the same sophistication because you're not ramming it full of affiliate links and needing loads of real estate for ads because you're funding the traffic to one place and that's your own products and collections.

16:10Yeah, agreed. And especially now with AI content creation, it's not terribly hard to do everything in Google Docs and have your assistants or yourself make it look pretty in Shopify. Great. I think WordPress is easier, more people are accustomed to it. I think you can go both ways, and there's something to say about the native Shopify CMS, content management opposed to WordPress because most websites classified during HCU that got hit were WordPress websites. So I do believe Google gives preference to different CMSs at times.

16:51That's a trick. I don't want to give a blanket statement there, but cool. Okay. So you keep it all Shopify. We're doing informational content. Talk to me about commercial content, the actual copy. What would that look like for our man cave niche? So we would be building copy that satisfies the intent behind a commercial keyword. So let's imagine, let's take that one. So, uh, 10 foot aluminum garden, sorry, log cat, sorry, 10 foot aluminum man cave or whatever it is going to be. We're building the content out for that. So we're going to take that keyword and we're going to look at, right. What are the related keywords? What are

17:33the semantically related keywords here that Google understands are relevant when someone's looking at 10 foot aluminum man cave. Okay. So we might find that, you know, through a keyword research tool, whichever one you want to use the, the semantically related keywords are, let me try and pluck a few out of my, you know, uh, price range might be an add-on like a long tail. So 10 foot aluminum, uh, man cave price range or durability installation, all these sorts of things, right? So we're going to take our structure from our keyword research. There will also be some long tails where they get

18:10like really, really, you know, 10 foot versus 12 foot or like, uh, aluminum versus wood man cave. These sorts of things, right? And we're going to build out the collection page that essentially answers all of these topics. Um, now I personally, I put my content below the product grid on collection page because which is good. I like it. Yeah. It's, it's hard sometimes to satisfy Google and the customer, right? Because I need to put a reasonable amount of content on the page to make sure that I'm satisfying all the semantically related keywords and the long tail keywords to show to Google like this page. If someone's intent is to learn more, browse more, et cetera, about

18:5210 foot aluminum man caves, this page has got it. Right. But also sometimes my customers get into the products. So what I will do is I'll have the collection grid sits at the top. The content goes below in that structure where really all we're looking to do here is hit the primary keyword, the secondary keywords and the related keywords in a way that our heading structure, our body copy are, you know, all this standard stuff, all tags, et cetera, are all screaming to Google that we're relevant as possible for that. And then above the, uh, the product grid, I will focus just on the copy

19:24that I know through my like corny phrase, but like business owner lens helps the customer browsing. And like the easiest way to get that right is just think if a customer walked into my physical retail store tomorrow and said, Hey, I'm looking for a 10 foot aluminum man cave, what things would I do to see them in the right direction? What questions would I ask them? You know, are you putting on decking patio grass? Do you, you know, do you need to install all these things? If there's things that I know we would converse about him in person, I'll put them on

19:54the page and help them navigate their browsing experience. That's right. Exactly. CRO CRO is interesting because it's, it's for conversion rate optimization, but I would propose after what we learned with the DOJ case with Google, Google uses user engagement largely to rank SEO stuff. Okay. Google is looking at people as they come onto the website. Do they stay a long time? Do they crawl down? Is their depth big? Do they bounce and never come back? Does your page basically suck or is it a good user experience? CRO and SEO from that lens have merged, right? It's kind of one in the same.

20:35If you can satiate someone's want of buying a thing, you win. Google knows that they checked out on your website. Like they know everything. Assume Google knows everything. So what you described was given the user a good experience yet also appeasing Google's algorithm. And that's always the name of the game. It's kind of one in the same. It's different though. It's two lenses we have to put on, make Google happy, make consumer happy, but you described the product or rather the collection page. What does a blog post look like? There's, there's words. Is there images? Is there call outs to the collection? Is there CTAs popping up in my face? What does it look like?

21:11So with the blog post, the primary goal is to answer someone's question as quickly as possible and then get them either to the next most relevant blog post or to the most relevant commercial page. So every single one of our blog posts will, there's a parent question, right? Let's, let's take an example. Do I need, we call it in the UK planning permission. Is that correct in the U S as well? Like a authority from the council to do something permit. Okay, fine. Let's take an informational one of like, do I need a permit to build a man cave in my backyard? Right?

21:47Let's say that's the informational keyword we're going to write for. We are in the first 50 words, we are going to answer that question as effectively as possible and link to the most important related commercial page for a couple of reasons. The first thing is like it sends the signal to Google that this is our pillar page, that this content cluster is built around. So when this page ranks past the juice, essentially to this collection page, that's more difficult to rank and also has higher value to our site. It also works from a customer point of view because we've answered their question. They needed to know whether they needed a permit to build or

22:23install one of these. Now they can go and shop. They can switch intents because we've satisfied that. But if they even feel they need more information, they want to dive a bit deeper. Maybe they have a specific case of like, oh, it's right next to the boundary between me and my neighbor. Does that change things? Or I'm going to build like a really tall one, or I'm in like an area that's protected because it's historical or conservation or whatever. But the nuances, these will typically be the related keywords that we will find when we do our keyword research, because normally when someone goes down this rabbit hole, Google understands when someone

22:54searches this, these are the things they search along with it. So these will be the keywords that come up as related. So it's how we'll build our heading structure. And we put a lot of focus on getting the heading structure right before AI helps us to write the content because a great heading structure allows far better content than giving our AI free reign in my opinion.

23:14So throughout that remaining content, there might be nuances where we talk about particular styles. So like it might be a case that if they're putting one right next to the neighbor, it's better if they have a, I don't know, a slanted roof, for example, so it's not as imposing. So then we might link out to our like slanted roof man cave collection page, for example.

23:34So we will put other links in when they're contextual. And we also might talk about how it's going to be installed. So we might link out to our installation blog on these things, right? So but that's all contextual. But the bit that's non-negotiable is answering the question as effectively as possible, linking out to the highest priority commercial page right at the top, and then hitting those related keywords as we go. And everything else, we actually have like an automation where we essentially give our site map to the AI. And we have some problems to go ahead and look at it, look at the article and just basically suggest where we where we weave in

24:08those contextual interlinks. I love the AI stuff. I want to add to what you said. If someone's listening and you do content, you have three ways to do content nowadays. And I think two of them are largely missed. Most people, most SEOs especially, use tools like Ahrefs, SEMrush, whatever. But you are blinded by the data, right? Data is good. Don't get me wrong. You need it if you do the other two well. But you look at the keywords for our man cave niche and you're going to be competing against the same people, look at the same data, and you're missing huge opportunities.

24:42All right. So data, only data driven. Cool. That's great. But then what I like to do is also go straight to GBT without any data. Hallucinate all you want GBT. I don't care. Just give me new fresh ideas. What is the customer path from here to get to goal, right? And new ideas will come up. It's not even on Ahrefs' radar at all. But I guarantee you it's on Google's radar because it's just logical. And then what we do is we tie them both together. We use GBT with an API hooked up into it that can use SEO data plus GBT. It's like a superhuman thing. So first data, then no

25:22data, then combined data, and then you're zooming. Yeah, I love that. I completely agree. I think AI content is better the more effective layers you put on it. So yeah, I completely agree. And if you can chuck a bit of business on a lens in there as well, it's going to make it even stronger. But yeah, we will tend to do exactly the same. Have a structure, some business owner input, but that could be as few as a couple of bullet points of what the business owner thinks about it.

25:48We'll also have it crawl the top three SERPs for that at the moment, see what they're doing, what are they doing well, bring that in. And then when we put data, what's already going well, what the business owner knows, that's when we start to layer into something that's actually going to be the best content out there despite it being AI written. Let me ask you a weird question. So you sold your website for $700,000 and then you created a new one. And last month it did $88,000 and your net profit was 15 to 20 gig. Okay, great. That website is live right now. What if someone calls into your website for an order, like quite literally

26:20as we record this, what's going to happen? Who's answering the call? They would speak to the phone answering service that we have. That is real people, real humans. I'm open to testing out AI phone answering, et cetera, but right now it's high end products. We like someone to speak to a real person. They are trained to answer the phone as our business. So they are almost like a front of house receptionist, someone like that.

26:45And then I personally hire my sales and operation talent from South Africa. The reason we do that is because a great time zone for the US and UK, because they're like sort of in between almost East coast and UK time. So they kind of crossed both. And also they have like a very Western culture and native spoken English. Like they're really, they're really strong. And also there's some unbelievable people from like particularly hospitality regions in Africa where they're great at dealing with these people where they don't want to work evenings and weekends. Maybe they've got young family, whatever it is. So it's, it's quite cool to give these people opportunity. And

27:20I've had some great talent at kind of doing that soft sales approach and customer service from there. So that's basically what will happen. It will get picked up by the phone answering service and then the lead will get passed through to basically the sales team to help them with whatever they need. Interesting. I don't want to digress too far, but if you have your system set up, you have your Google ads rolling, you have your SEO role and people are calling into the website, your VA's, your virtual assistants answer the phone, and then you can handle it within the hour as you get, or whoever on your team can handle it, fulfill,

27:53and you're good. So it's somewhat passive with your system. It's not a huge lift. Yeah, I think it's like in between passive, if you're not, I mean, obviously you've got to, you've got to do the work in terms of putting the systems in place. I think, as you said, like, you're only as good as the systems, but could you take a month off and the business not fall over?

28:13Yeah. If you've done things properly, a hundred percent. Could you take a year off? No, I don't think so. I think you could, but do I think your business would suffer? Yeah. I do believe like it's still a proper real business that you're going to have to show love to in order to. So it's not the same as someone, if someone wants to commit 10 hours a year, probably not quite right.

28:30If someone still wants to be able to take two weeks, a month off and unplug, yeah, definitely possible. I think the most passive revenue I've seen was the display ad revenue, but those websites got hit by HCU, right? I mean, that game is a little bit over. They're still passive, passive, but the cool part is what you are building, high ticket e-comm, it has enterprise value. People will want to purchase your asset if you build it right, because it's a legit business with a moat around it. If you do it right. Yeah, absolutely. I mean, that's literally what happened to me. And I probably know, I don't know, maybe 10 plus people who have taken that route now,

29:10taken the action. I think it's an itch that a lot of people want to scratch. It's like a really sexy idea, right? To sell a business for a big chunk of money. And it is fun. And I think it's always a case of you want what you can't have. Like right now, I'm not really thinking about selling my current business at all. The idea of having something that cash flows 20K a month and continues to grow is great. But it's nice to have options, right?

29:31But yeah, absolutely. Obviously, what we're talking about here, the SEO piece is a fundamental part of, you know, and these are the systems. And that's what people are buying, right? They're buying the fact that you've set up an airtight ads account, you've set up airtight SEO systems, your CROs great, your operations are well suited to handle the demand and convert it. And when, and that's basically what our seven figure playbook is, right? It's not only there to build a business that can really effectively do seven figures in revenue and therefore whatever 150, 200K and net profit in your pocket, it's also so that when a buyer comes and scratches beneath the surface,

30:07and believe me, they were like we did two and a half months of due diligence of like the buyer really looking at every single aspect of this, because they're not putting down four times your yearly profit with any risk that this is all going to collapse in a heap, right? So that's why you have to do it this way. And that's why you get paid the big multiple when you do.

30:27Now I want to talk about off page SEO backlinks, these type of things, citations, da da da. But have we missed anything on the on page SEO that we should drill down? No, I think we've covered it. Unless we would consider like, no, I was gonna say unless we'd consider like some of the EAT stuff, but I think we can talk about that on off page.

30:49Yeah, EAT, which kind of ties into off page. So off page is off page, it's backlinks, right? Backlinks can have different vibes, different tastes, you know, citation is what like a directory link that shows Google that your name, your address, your phone number are consistent across the web. This works for local business. Many e-com websites totally forget to do this. I don't know why they don't do this, but like if you're a real business in Google's eyes, do proper citations, NAP. What else? You can do press releases. They crush right now. They crush for LLMs and then guest posts and backlinks, blogs, that sort of thing. The cool part is

31:29in our 1% e-com club, the community we've built, if you are at partnership level, you get access to our whole rolodex of backlinks at cost, right? At cost. So if the website, it's a DR50 and the web owner wants, you know, 50 bucks for that backlink. Cool. We'll recommend it to you. You can take care of it. That's part of the benefit of working with us. We're going to give you like straight to the vein type of systems. But when you first build the website with yours, Jay, to get into the point, what off-page SEO did you consider right off the bat?

32:04So the first thing is a confession. And the confession is I hate backlink building. It's like probably my least favorite. If you, the whole playbook, there's like whatever 15 strategies, my least favorite by miles. First business that I sold, I didn't build a single backlink. I did citations. Okay. I did citations and maybe I paid for like link insertion in like five or 10 guest posts, right? But basically nothing. Um, I just had a block on it. I didn't like doing it. Um, I think it's personally, in my opinion, getting even more important with LLMs. Um, I think the authority that you build off page where content is getting slightly, let's call it cheaper. I think

32:42good quality backlinks are getting more valuable. Um, so I now surround myself with like people like yourself who are really great at building backlinks because you know, things like agencies depend on them. Right. So if that's a service you offer, you have to be excellent at building high quality backlinks because you need to be able to do something at whatever three X the value. So firstly, the people who are getting that value out of our partnership is huge because that's another thing I always hated. You'd, you'd all, you'd obviously say, well, Jen, if you hate building backlinks, just outsource it to an agency. But I also hate the idea of like,

33:14there's the value of the link. Then there's the value of the site owner puts on the link. Then there's the value that the agency puts on building the link. And it's like right now I've paid this distance from the actual original value. Um, but there are a couple of organic strategies I love. And my absolute favorite is building like a local directory, which sounds weird on an e-commerce site, but let's continue along the lines of our, uh, man cave niche. Right. And I haven't actually thought about what this would be. So I'm thinking a local directory of, I dunno, I'm thinking like

33:46maybe like small businesses that do crafts for man caves. So like, maybe they make those like neon signs that are personalized or they make, I dunno, pitches or signs or whatever it is. Right. There are small business and they do that. We can create a directory. Well, firstly, we can use GPT in agent mode to find us businesses that meet this criteria. So there are physical business that make products of this type for an ideal customer like ours. And then we can create a resource on our site that, you know, let's say 50 States, we might decide, right, we're going to do five businesses per state, for example. So we're going to chuck up 250 businesses

34:24that are great at making customizable, um, whatever you want to call it for your man cave, right? Decorations or decor or whatever. And then we create those pages. Those pages will rank organically because essentially this is a pretty low competition, uh, local SEO keyword. So that helps juice up our overall efforts, but also we can do a mass email campaign out to those people.

34:46We're talking to like individual, probably like Etsy store owners, like small businesses, stuff like that, right? Or like at least more people probably doing this out of their garage. Another American, uh, term I need to remember. And we can say great news. Like we've recognized you as one of the best, um, you know, decor creators of personalized decor for man caves. And we've got already captive audience of 30 K visitors a month who are buying these things, kidding them out, spending a lot of money. And we've just put you in front of them. So everyone who's in this area is now going to, going to see your business. One of the best five. Um,

35:17we reckon you'd love to shout about this cause it's great social proof. It's really exciting. Here's a little snippet of copy where you can, um, you know, basically shout about the fact that you've been recognized and put a link in to, to that page and probably to our, our homepage as well. We've now given ourselves the opportunity to send a mass email with some value to 250 businesses. You know, let's say a 10% response rate in terms of going, that's great. Let me check that up on my site, which is going to be a lot higher because you're sending to a small

35:44business who actually reads their emails, doesn't get lost. There's no PR team, right? Um, that is a great way to build hyper relevant backlinks and often physical businesses have been around a long time. Like they've been on Google for 10, 15 years. They've got a reasonable trust factor. Sure. They're probably not doing loads of external SEO, but they're hyper relevant to your niche and it costs you nothing really to build the links and you can rinse and repeat that again and again.

36:08Yeah, you can. And it's a, it's, it's worked for a long time. You can provide like a badge, like here's a badge you can put in your footer of your website and then you start to build this moat around your website. And when the firm that buys your business comes and they're like, wow, look at what these guys did. Like not everyone does this. I think Ecom, high ticket Ecom or just Ecom in general is easy mode compared to what SEOs usually have to do. I think it's a huge advantage and the more you're good at SEO, the easier and easier it becomes. I think let's talk about

36:41your website. So your website, you netted the first month, 16 grand in profit, like in your pocket or 20 grand, whatever. We talked about it in the previous talk we had, which is on the channel already. What I would recommend to someone in your shoes is to simply do this. Take a small portion, maybe, I don't know, a thousand bucks. Okay. What is that percentage? Like 5%, whatever. Take 5% of your profits and buy guest blogs and PR every single month. So you've already bought your citations. That's usually one and done. You push them to like a forced indexer. Cool. You're done.

37:15But then get guest blogs. And like I said, if you're in our partnership program, you're basically going to pay a third or a half of what most people have to pay for backlinks because you're direct to the—we give you our Rolodex. You can just talk to the website owner. Right. I think that's a no-brainer. I think the long-term success of SEO compared to Google ads can start to shift up. And then when someone comes to buy your website, man, it's way more excited for a website to have SEO plus Google ads instead of just Google ads. But to your case,

37:48yours was largely just Google ads and they still were stoked. Oh, yeah. 100%. But you're absolutely right. Give me the ads I see as to some extent, get it right, which 99% of people don't. And then it's set and forget with a bit of optimization. And then the SEO headroom is almost unlimited. Obviously, market cap and whatever. But on a business that's under a few years old, there's going to be huge, huge potential. You're not hitting that ceiling in the first few years for sure. And in terms of your recommendation of putting that budget of the first month's profit behind some link building, I'll happily give you

38:28that money after the call if you'll do it for me. Well, what are next steps for people? I mean, there's different people watching this and listening. There's people who've never created an e-com website, but they want to give high-tech e-com a go. What's next steps for them? What's next steps for the people who have a medium amount of success? What's next steps for those who crush it with e-com? So if you want to get into it, first thing is get inside our school and watch the pre-program take, I don't know, maybe half an hour to an hour to understand the business model,

39:05work it out, and then take one to three hours to pick your niche and then dive in. And ideally, try and resist the urge to think, oh, I'm going to go and research the death out of this. Skin in the game and consistency of momentum and moving forward is the biggest indicator of success, I would say, in this space, and to be fair, in a lot of things. So that's like beginner, right?

39:29Get your niche, get your store up. That can be done very inexpensively without much time. And it's a huge step towards achieving that. Then if you are someone who, let's say you're transitioning, right? So you've got a niche website, you've got skills, that sort of thing, similar path, but just, you know, potentially you might have the niche already, you just need to kind of understand, right now, how do I bring suppliers on board? How do I say the right things to make manufacturers want to partner with me? How do I, maybe it's the first time you're doing on-page SEO for things like products, you know, get those down and then you're kind of, once you've

40:02done that merger, you're on the same path, then go through the same thing, seven figure plate. And then finally, if you're in a position where it's going well, you've got proof of concept, you're doing really well, sales are coming in, I would still be, I still haven't met anyone outside of kind of like the inner circle that kind of live and run their business by this playbook with the same intensity that I, and we do, that has scratched more than about 30 or 40% of the surface of this in terms of actually implementing the strategies and the quality with which they're

40:33executing them. So in that case, it's okay. It's, you know, just looking at them, understanding where you're weak, where you've got headroom, and then just getting your head down and executing, because if you've got the foundation there already, then the speed you're going to see that multiplication is going to be absolutely rapid. And I kind of had that cool moment when I left my job after about a year in the business, we talked about this in the last pod, like ads were good, making sales, I went into operator mode, just made as much money as I could. And then I

41:02left the job. And I was like, right, awesome. I've got this massive playbook of stuff to do. And I've now got 40 hours a week back in my diary to do it. And then, you know, three to six months down the line, the change I saw on my business was mind blowing. Now, what you described for the first person is free to come into our school community, right? We give you a teaser, we give you valuable things there, right? But then there's the paid side of the community, right? If you want the meat and potatoes, learn about it for free, jump into the paid side. And then the third

41:39is the partnership side or consultation side. We offer consultations for, you know, flat fee. We can talk about that. All of this is accessible in the school community. If you want to learn about it, like join the 1% e-com club, but we offer consultations, right? Maybe you have such a big e-com business. There's no way you want to partner with us. Cool. We offer consultation.

42:00We'll see about it. It's by application only. And then the partnership program, you can probably speak better to this, is for those who have some success, but know they're leaving a lot of money on the table. Can you just keep going with that? Like partnership, who's good for the partnership program? So, well, firstly, you need to be like a solid, consistent operator. So from our point of view, like we're going to throw a lot of weight behind these businesses. And we're going to essentially blow them up from particularly like a demand perspective. We need to have confidence that you're going to be able to

42:35continue operating a business that's three, four, five X what you have right now. Like if you're doing 20, 30 K right now, that's great, but not if the biggest limiting factor on that is just you doing the work. Okay. So that's the first thing. Assuming that is you, which it probably is, because you've done the hard yards to get to this stage, which is awesome. What's probably lacking is you either don't know how to, how to get to the next level. I, you literally aren't aware of the strategies and levers you need to pull or you are, but it's so overwhelming and the learning

43:08curve is so great that you're like, well, yeah, I know that I need to do a bunch of optimization on my ads. I know I need to do some CRO. I know I've got loads of SEO work to do and five other things. I don't even know where to start with tackling them. I don't really want to hire four different agencies. So essentially we will come in, make that crystal clear for you, lay out the roadmap, and also give you access to all of our team systems processes so that getting all of that work done and executed at the best level as fast as possible becomes a formality rather than

43:40something that you're just not able to scratch the surface on. And that is why the growth will be so intense because we will make sure it gets done in the right way as efficiently as possible. And then the growth is really predictable after that. You want good people, good operators, people who are easy to work with because we believe this system can work for anyone, right? There's some caveats or some nuance. It's not going to work every time of course, but it's about doing the system, right? And that comes down to having somebody who's a great operator. Yeah. And it's so predictable that that's why we have the,

44:17you know, the sort of guarantee in there as well. But if you come in and you actually commit to this business model and you implement the strategies for, I think it's six months, we'll literally buy the business off you. So in essence, if you do this, your business will be at break even absolute minimum. And so we'll literally give you a thousand dollars, which is a fraction of what you'll have spent on the school in that time. And so you are literally guaranteed profit. So actually, sorry, go ahead. Sorry. To clarify, this is for people who are going to build through our system from scratch. They're going to come in, you're going to do it

44:53yourself, right? You're going to do all the modules, you're going to do all the systems, follow the seven figure playbook. Cool. If at the end of that you've done all the things and it's still, you're like, man, this isn't for me or, you know, the results weren't what you want. Great. We will buy the business off you. Yeah. And the reason that we'll do that is we will know that if you're implementing the strategies and there are no real bad niches because you've gone through our training, there are no bad websites because you've built the business in the way that

45:23we suggest. So it's going to be very easy. To be honest, it's going to be a steal for us to take that business off you and then put a decent operator in it and massively blow it up. And my hope is that very few people want to take it, that really it's there because it removes yet another fear from people just diving in and doing this. Because that's what we really want, right?

45:42We know that people are going to get the results and change, basically change their lives financially and freedom wise. So we just want to remove another mental limiting belief from people doing that. Absolutely. Well, one of my favorite topics, SEO, I like it. Jayden, thanks for spending time today. Thanks very much. There you have it. I want to thank Jayden for taking time with us today. I mean, it was a big conversation. We did a talk before this one. So go check out that one. It was more about Google ads and the seven steps that we use to build these websites,

46:11right? But we have the 1% e-com club community. It's on school.com. It's a very successful community. It's for people who are serious about building these type of e-com websites, right? There's a free portion, there's a paid portion, there's a partnership portion, right? So jump in there at the very least. Check out if this business model is for you or if you want to ramp up faster, but appreciate you watching. Please subscribe and I'll see you on the next one.