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Use Data to Justify SEO Fixes

Posted by peterzmijewski | Filed under Seo Techniques

SEO fixes tend to get pushed further down the development queue as their benefit is harder to put a number on.

While you can usually put a definitive number on CRO or UX fixes,SEOs tend to fall into the trap of parroting back Google guidelines,or best practice recommendations,which quite frankly do not stand up to the scrutiny of hard and fast projections.We ground this with keywords,but then pull all the information we can about our competitors to make informed decisions.Wethen use past,current and predicted keyword rankings for the affected pages and project traffic levels based upon estimated click through rates.

*Why Keywords?
Why do we use keywords to estimate traffic levels when we already have traffic in Google Analytics?
GA is not as clean a data set.You’re not going to get an improvement to your branded traffic levels so it will need to be excluded from your data set,and this is pretty much going to be guesswork.Seasonal traffic also need to be removed;while search volumes are subject to seasonal volume alike,we’re looking to measure the impact excluding these factors.A yearly average of search volume is sufficient for this.Stripping out seasonality from GA traffic is trickier.Keyword rankings exclude the white noise which affects Google Analytics,and allows us to sidestep the above tricky questions.Once completed you will be able to say.

To complete this task,you will need a complete list of keywords,search volumes and rankings.So to begin with you’ll need all the keywords you rank for.When I say all I mean all.You only get out what you put in and I cannot stress how critical it is to this task that you get every possible keyword you rank for.Here’s how I would do it.First I’d go into every rank tracking tool;SEMRush,AHrefs,Sistrix and others and export a full list of my domain’s keywords,ranking and search volumes.Don’t neglect the free tools!Google Search Console and the Adwords Keyword Planner are both invaluable additions which some of you will have to lean on more should you have a limited toolset.Make sure you’re keeping tracking of the URL in the export as you will need this later.

Another way of getting a ton of free keywords is with the keyword planner report.Take full advantage of every report available here:product/service (your keywords),top landing pages and the multiply keyword combination report.By this point you should have a monster set of keywords.Get them all into a single sheet and remove duplicates.Here you want to sense check your keywords for irrelevant/branded keywords which won’t be delivering any targeted traffic.Without a clean data set our analysis is pretty much useless so make sure you’re hot on this.The maximum traffic column simply multiplies the search volume by position one’s CTR to give you the total traffic you could ever capture for the associated keyword.

The incremental traffic column takes the current traffic away from the total traffic to give you an estimate on how much traffic is available for your keyword to capture should your rankings increase.Position range and opportunity group pull in from their relative position on the CTR Ref sheet.We will come back to these later.So the easiest way to sort through all this data is through a pivot table.Highlight all the columns,then insert a pivot table into a new sheet and use the following setup:
Sort your rows by URL and then keyword.This allows us to see a breakdown of the total performance of each of your URLs,while expanding the field can show individual keyword performance.Columns are sorted by values.We can now see the average position of your URL,amount of keywords the URL ranks for,the total traffic going into this page and the total incremental traffic available.It is important to filter your pivot table by opportunity group and exclude long terms and no ranking keywords.This allows you to only see keywords which are currently giving you traffic,making the incremental metric as relevant as possible as it won’t be skewed by keywords we have no chance to rank well for.I just ran a quick export of search engine watch’s keywords.You can see that I didn’t exclude any branded or irrelevantkeywords straight away.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Google,Facebook Builds a Mobile Search Engine

Posted by peterzmijewski | Filed under Seo Techniques

Facebook is getting into the Googling business.The social network is currently building a search engine that will enable users to look for shareable links within Facebook as opposed to rummaging elsewhere online and then pasting web addresses back into a status update box.‘Add a Link’ that started showing up within certain users’feeds–right next to the buttons where photos,location and friend tags can also be added to statuses.The feature only exists on iOS devices thus far.

“We’re piloting a new way to add a link that’s been shared on Facebook to your posts and comments,”

Facebook told the outlet,adding that it had indexed over one trillion total posts to build the search function.This data is a key differentiator for Facebook’s search function: when users type in keywords,the results are sorted by what is most likely to be shared.

The ‘Add a Link’ feature is just the latest move by Facebook to keep users within its hallowed blue walls.

The New York Times,Buzzfeed and National Geographic to publish stories natively on Facebook,as opposed to linking back to their own sites,in exchange for ad revenue.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Startup Marketing:Search,Social and Content

Posted by peterzmijewski | Filed under Seo Techniques

Three of the most important channels to consider if you want to drive traffic to your product’s website and increase sales,are Search,Social and Content.It’s not one or the other,but all three that you must do simultaneously to get maximum benefits.The reason:They’re all interlinked and often you’ll have to use one channel to help amplify the other.

Accordingly,SEO or search engine optimization continues to be relevant to your marketing efforts because content marketing alone will not rank you higher in Google searches;your content needs to be as well optimized for search as as your website.

There are two core SEO components to pay close attention to:on-page and off-page optimization.

On-page optimization:If your website is slow to load,is not optimized for mobile and isn’t providing a good user experience (high bounce rate),you’ll be left wondering why your website doesn’t draw organic traffic from Google.Google wants the best possible experience forusers–meaning that people who are looking for something should arrive at their desired result in the least amount of time.This is how Google ensures that its own product remains relevant to its huge user base.

Off-page optimization:Once you’ve ensured that your website is well optimized,you need to start building an authority for your domain and its pages.The greater your DA,the more likely you are to have strong traffic and high rank.The most important off-page factor that influences your domain’s authority is your ability to get fresh and good backlinks to your website from higher DA websites.

The more that people share your content,the better it is for your Google ranking.Not just thatCreating viral content for social media also helps you get organic traffic from different social media channels where most of your audience is active.

Selecting the right channel(s):Not all of your audience will be across all channels;you must pick one that engages the largest segment of your audience.

Creating a strategy:Once you identify what type of content that will most resonate with your audience,one that isn’t overtly self-promotional,you will find it easier to sustain and grow your fan following.

Be consistent:It takes time to build a strong loyal following in bigger numbers,and the only way to build one is to be consistent in your social media strategy.

Build a community:Once you successfully create a community,you will have a loyal following of highly engaged,targeted audience members whom you can market to (subtly) over a period of time.Don’t post only your own content:The last thing you want to beperceived as is someone who only blows his (or her) own horn.When sharing content across social media,keep a mix of curated content and your own.

Content is at the heart of any marketing initiative–be it social media or your efforts tooptimize for search.Across marketing channels,the one thing that your audience engages with is content.

Set the objective:Write down your objectives clearly–what is the desired result of content marketing.Is it to get more traffic,build brand recognition through thought leadership,increase signups.

Mailing list Create a writing mix:Play with different formats without limiting yourself to plain text.Videos and visual content are known to be more engaging than plain text-based articles.

Plan on 20 percent writing,80 percent promotion:Two really good,detailed posts a week packed with value can bring more traction than five shorter and non in-depth pieceswill.Spend 20 percent of your time writing those two awesome pieces of content a week and the balance of your time amplifying it.

Understand the connection between Search and Social:The more people who find your content of value,the more they’ll be likely to share–sending Google the signal that a particular article is of value to readers,and thus pushing it up in rankings.Good content also provides fodder for your social media marketing.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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SEO and User Experience in Your Web Page Design

Posted by peterzmijewski | Filed under Seo Techniques

“Focus on the user and all else will follow.”But in the past,many SEO professionals have ignored this advice,crafting web pages designed primarily for Web crawlers,and crammed with keywords.Google and other search engines have since come a long way.In particular,Google’s sophistication is such that designing for UX (user experience) is much more valuable than designing just for SEO (search engine optimization).That said,totally abandoning SEO in favor of a UX-focused approach is misguided.While it is true that SEO and UX have become more and more complementary–and that designing for UX does oftenresult in improved SEO–there are some UX elements that affect Google’s ability to crawl a website,and some areas in which they benefit each other.

Going mobile
Google rolled out a mobile-friendly update that boosts the rankings of websites to make them legible and,most importantly,functional,on mobile devices.There are three Google-acknowledged ways to design for mobile devices:responsive design,dynamic serving and separate URLs.Of these three,responsive design is the best choice for both SEO and UX.With responsive design,the website is essentially the same,only serving up different displays according to the device.Separate URLs is the least favorable choice,as themobile must then rank for itself.SEO and UX go hand in hand when it comes to mobile sites.Not only is responsive web design user-friendly:Users aren’t redirected to a different website with which they must become acquainted.And the newly-launched mobile-friendly update makes it SEO-friendly,too.

If you must use infinite scroll,use it wisely

Infinite scroll,in which more content continues to load as the user scrolls to the bottom of the page,has been thought to be a friendly and sleek design for UX.If infinite scroll is a design element you would rather not forfeit,Google recommends creating a paginated series (pages of content) alongside infinite scroll,ensuring fast load times and letting users easily find the content they wanted in the first place.Furthermore,there is a design misconception that content is best served “above the fold,” i.e.,content that can be seen without the user having to scroll.In fact,research shows that users do scroll.

Avoid click-to-expand
Along the lines of infinite scrolling is click-to-expand,or tabbed content.This design uses links or tabs which,when clicked,“open” more content.Although Google has not definitively acknowledged whether this hidden content is ignored,there has been much discussion over it:namely,that Google is not indexing it.Click-to-expand content certainly does appeal to minimalistic web design,but appealing to UX in this case could be detrimental to SEO.

Don’t go image-heavy
Images are a great way to convey information while still appealing to users.that text-only pages can perform better than image-heavy pages,especially if the images are generic stock photos or poorly executed design elements.UX design does favor images but only if they are well done.

Google can read images–and they can appear on Google Image searches and provide SEO value–as long as you:

*Give images descriptive file names.
*Include appropriate alt text.
*Surround the image with relevant text.
*Don’t hide important text within the image.

More is more when it comes to forms
Google agrees,arguing that,“Users are more likely to abandon your site before they go through the entire process,”if you use complicated,lengthy forms on one page.For a better experience,then,allow users to see how much of the form they have left,either with a completion bar or a description about the number of pages.It is generally considered bad practice to break up related content throughout many pages,but a form is one category for which that does not apply.

Design for the user,not for Google
Approaching website design with the intention of being completely SEO-and UX-friendly is unwise and complicated,though there are ways to satisfy both–and it is becoming easier to do so,as Google ramps up its capability to read web pages the way humans do.Keep in mind,however,that as sophisticated as Google and other search engines have become,some UX design elements are still SEO-unfriendly.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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SEO Keep Your Sales Pages Ranking

Posted by peterzmijewski | Filed under Seo Techniques

It’s not going to be a waste—not with a Sales SEO Strategy.This year,I saw a 20% average increase in organic traffic and a 40% increase in organic revenue year over year for Black Friday alone among my clients.This growth is not something you want to lose.So instead of turning off the SEO car till next year’s Black Friday preparations,just stop,put it in park,and let the engine go idle.

Sales SEO Strategy
Sales SEO Strategy is an e-commerce SEO approach for site pages that are purely date or season reliant,like Black Friday or New Year.Its core purpose is to build and maintain SEO efforts and ranking signal year-to-year without creating redirection chains and starting from zero each year.This page can be a content page or a category page.Either way,it must be a level one page to all your related sales pages.Any current pages (if applicable) that are date-specific need to be redirected to this main landing page.

Sales SEO Strategy Outline
By using this e-commerce SEO strategy,you will be working on your main page and subpages in a year cycle.This cycle addresses the sale itself;its preparation,and the idle time between closure and announcement.As a marketer or anyone in promotions,you will greatly understand what to do for Sales Announcements & Promotions and Sales Dates steps of this cycle.These steps are where you would plan,prepare,and promote the discounts and sales,where you would monitor and track the ROI.

Sales Announcements & Promotions
it needs to be promoted and announced to your audience and customers before the sale’s date(s).The larger the sale,the earlier the announcement should be.This year,before the big Black Friday sales days,retailers prepared by announcing their sales with advertisements and social posts.

Sales Day
This is the sales day(s) that months of preparation and marketing have all lead to.Sit back and enjoy it.But don’t be complacent.Keep your eye on your site and make sure nothing breaks so people can go through the full sales process.Post a few things on social media and send out an email or two.

Sales Closing
The day/sales over (depending on when the sale ends:Monday,Sunday,Friday,etc.),it is time to review the stats of sales and the year-over-year performance.Where possible,it is also a good idea to review your own performance compared to your industry benchmark and compared to the overall public stats.

Landing Page
*This page,like others,needs to have all the standard SEO content elements:keywords,meta tags,on-page content,images with ALT tags,and unique URL.

*Any old on-site links (or off-site links you can change) should point to the new page where possible.

*This page should have social media open graph and Twitter card markups (since this page will be shared via social media).

*The page should also have all the necessary technical SEO elements like canonicalization,rel=prev/next (if a pagination is used to list sales products on this page),etc.

*This page should be the only“Black Friday”page listed within the sitemap,with none of the previous years’URLs.

Count Down,Buzz Creation & Prep
We are now in the time of year when you start looking at what you will do for your sale.Internally define your promotion,select your date(s),and add it to your page.Continue to build backlinks to the page and let people who land there know what sale is coming.This is also a good place to gather emails for people who want a reminder or early sales alerts (if you have not done so already) so you don’t lose sales for people coming to your pages/site before the sale.

Sales SEO Strategy Tips
When working on a Sales SEO Strategy,some sales aids are very beneficial for both traffic generations and sales conversions.

*By using the current year and dates within the header,content,and promotions of the sale,you ensure customers know this sale is current.

*Using banners that read“time is running out,” “two days only” or has a countdown creates some urgency on your page or in your ads during the sales day and promotions.

*On the day(s),a great last-minute sale push often used is to offer coupons to people who share your sales page or homepage to friends.Sales SEO Strategy,like any SEO work,is long-term.Though your sale is only for a few short moments,the preparation for it is all about slow and steady efforts that build year to year.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Boost Your SEO on YouTube

Posted by peterzmijewski | Filed under Seo Techniques

As you’ve probably heard before,YouTube is the second largest search engine in the entire world.YouTube brings in approximately 1 billion.

That’s more than Facebook,Yahoo!,Amazon,Wikipedia,Twitter,Bing,and other popular sites.And this equates to big bucks.SEO to drive traffic to their homepages,blogs,social media profiles and landing pages,it’s foolish to ignore video SEO and YouTube rankings.To put YouTube on the back burner would be akin to saying you don’t care about the second largest search engine in the world.Assuming that’s a statement you don’t want to make,you should begin focusing on how you can enhance your business’s online appearance byimproving YouTube search rankings.

Here are important SEO tips for YouTube.

1.Building your presence
You have to start with the basics.If you want to be seen as an authoritative and relevant brand on YouTube,you need to create a profile and establish a name for yourself.The first step is to register your brand by signing up for a profile.Next,you’ll want to select a channel name and incorporate your logo by uploading a unique banner.You should also fill in some information about your brand and what value it brings to YouTube.One important,yet often overlooked aspect of building your YouTube presence is the vanity URL.A vanity URL is simply a custom,easy-to-remember URL that allows users and customers to effortlessly find your channel.While creating a vanity URL was once as easy as filling in an entry form on the signup page,the policy is now a little stricter.

2.Keywords are critical
keywords are still important in video SEO.Try leveraging Google’s keyword planner tool to discover which keywords your customers are searching for.You can then plug these into the field that says “channel keywords”under your account information.There’s also plenty of demand for relevant keywords when it comes to individual videos.Generally speaking,Google and other search engines like to display videos for keywords that revolve around how-to’s,reviews,funny topics,tutorials and fitness-related content.

3.Description is key
The little snippet that appears in the search results below the video,or the description,is very
important.Aside from the video thumbnail,this is really all the user has to reference when deciding which video to click on.Make sure your description clearly and concisely explains what your video is about,while also remaining engaging and creative.YouTube’s growth rates are astounding and every business owner should focus on the benefits of producing high quality,engaging video content on the world’s second largest search engine.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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