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Capitalize On Social Media User Mistakes

Posted by peterzmijewski | Filed under Seo Techniques

Everyone worth their social media salt knows to regularly monitor for brand mentions,but there is a small corner of social media that many people aren’t checking at all:common misspellings,abbreviations,and misused hashtags.Believe or it not,a fairly healthy subset of your customers are likely not spelling your company’s official name,its products,or even its tagline correctly.It’s up to us as social media marketers to track these mistakes and make the best possible use of them that we can.

*Brand and Product Name Misspellings
This is the single biggest missed opportunity in your social media efforts.There are so many occurrences of misspellings in social media,especially when it comes to unique brand and product names.In almost all cases,the person misspelling a proper name has no idea they are doing it,leading to extreme frustration and anger when they don’t receive a response back from the company.Or,on the flip side,they excitedly mention something great about the company:a helpful employee,an amazing product,or a clean store.These are also opportunities to build higher customer loyalty and engagement by sincerely thanking them for their comments.

*Using Hashtags Instead of @
Another thing I frequently see social media users doing is trying to mention brands as hashtags instead of @ mentioning them.For instance,we occasionally see #SearchEngineJournal in social posts about our content.Besides monitoring the hashtags for the correct spelling of your company,think about other things that may be a hashtag instead of a proper account mention.You can also search by geographic area when doing a name or hashtag search,so narrowing down the location to Denver,Colorado,will likely lead even more accurate results,especially if not all general mentions are about the NFL team.

*Abbreviations and Sayings
In addition to brand specific sayings and abbreviations,try to search for other slang terms or sayings that are applicable to your industry or service to look for places to engage your target audience.For instance,the 90s Bar Crawl that stops at multiple locations throughout the United States in the summer should look for 90s-themed terms that users have turned into hashtags and follow them or leave a thoughtful comment.

Hashtags that spring to mind are #IceIceBaby,#pogs,#SpiceGirls,or other popular bands,products,or slogans.

*Track Competitor Misnomers
Here is where you can come even further ahead of your competitors:monitor their hashtags and common misspellings.Nike should be watching for @adids,#underarmour,or #reeboke.LG should be watching #Samesung or #Nokea (the way that people come up with misspelling things truly has no bounds).If you aremonitoring their misspellings or hashtags and they aren’t responding,then that gives you a chance to.Offer unique coupons (with tracking URLs or custom codes to monitor your success) or just answer their question,even if it’s not directly promoting your own product.When coming up with a list of what to monitor,do your own searches on brainstormed phrases or hashtags first to make sure there are people actually completing these types of searches.Then,create the list as mentioned above in Hootsuite or another tracking tool (like BuzzSumo or Google Alerts) and get search results sent to you immediately or on a regular basis via email.


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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Social Media Marketing Metrics Should Be Tracking

Posted by peterzmijewski | Filed under Seo Techniques

Social media can be an extraordinarily effective marketing medium,but it can also be atremendous time sink for brands that focus on the wrong priorities.Many marketers religiously monitor their Facebook followers,retweets and other popular social media data,but there are other metrics that are even more important that many people ignore altogether.There are several reasons social shares provide very little information about the overall effectiveness of your campaign.Some of these include:

*Many social shares come from bots.
*Social shares may not come from your target customers.
*Social shares can be from people that are speaking negatively about your brand.

Social shares and follower counts can tell part of the story,but you’ll want to monitor the following metrics as well for more valuable insights.

1.Brand search volume
There are a variety of tools to measure brand search volume,but Google Insights and Google Trends are probably the most effective.Use these tools to compare changes in search volume for your brand against changes to your competitors’volume.Doing so can provide insight into your ability to engage customers on social media,relative to your competition.

2.Lead growth
your social media campaigns are resulting in positive leads or conversion growth.Depending on the program,they may even assign a relative weight to each action so that you can see what kind of role every interaction played in the eventual conversion.Not only will this data tell you if your social campaigns are performing effectively,it’ll show you how to better allocate your activities and marketing resources in the future.

3.Brand sentiment
This is even more important when it comes to social media,as negative consumer sentiments can destroy your brand in very little time.To prepare for this frustrating possibility,create internal documents dictating who is responsible for responding to negative brandmentions,what your official company response will be and what types of recompense you’re willing to offer unhappy customers.

4.Inbound links
Inbound links are both essential ranking factors for Google and a good measure of your content’s overall popularity.You may notice that the volume of inbound links to your site increases after running a contest,producing a specific piece of content or implementing some other social media marketing strategy.If you can identify these surges and tie them to your social activities,you’ll gain insight into which of your campaigns have made the biggest difference in terms of link building and brand exposure.

5.Klout score
Klout has become a popular tool for measuring social media engagement,and it’s one you’ll want to start using right away to determine whether your marketing efforts are resulting in better brand recognition or higher perceived authority.

Start measuring your social media campaigns differently.Measuring follower engagement and brandawareness is a crucial part of social media optimizatioTo measure the impact yoursocial media campaigns are having on your brand’s performance,start by making sure you’re tracking the right metrics.Lead growth,brand searches,brand sentiment,inbound links and Klout score are just a few of the variables that any brand concerned with its social impact should be tracking.


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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Business Owners Fear About SEO

Posted by peterzmijewski | Filed under Seo Techniques

Search Engine Optimization (SEO) is one of the many aspects of digital marketing that can seem like a foreign concept to a lot of business owners.For that reason,there are a lot of misconceptionssurrounding it.Let’s take a look at some of the reasons why business owners are hesitant to embrace SEO.

1.It’s too complicated
SEO is by no means a walk in the park.But at the same time,it’s not rocket science.Digital marketing is a constantly evolving entity.A strategy that works one week could very well be obsolete the next.The truth of the matter is that there’s a lot of misinformation about SEO out there.The best strategy for a newcomer is to follow blogs online and read posts regularly to keep up.The landscape of digitalmarketing is moving at light speed.Embracing SEO could very well be one of the best business decisions you will ever make.

2.It’s a scam
There are low-life scammers within the digital marketing realm that prey on the fact that a lot business owners are not very familiar with SEO.When dealing with an SEO agency,one of the biggest red flags to look out for is a guarantee of any kind.Google is constantly changing with algorithm updates.If anyone guarantees you a top spot in SERPs,they are more than likely trying to steal your money.

3.The SEO specialist could ruin my business
It’s true that a constant flow of bad SEO decisions can wreak havoc on a website’s organic search rankings.But this would only happen in a situation where the business owner blindly goes all-in right away,which is rarely the case.SEO agency and your marketing team prior to making any giant leaps.

4.It’s too expensive
The beauty of SEO is that you can start small and take your time in deciding whether or not to make big moves.Let’s take a look at a hypothetical example from One ThingMarketing.Say there’s a business that starts small with a $1,000 monthly investment.With research,they find several relevant keywords that yield more than 35,000 searches per month.If their website appears on the first page of the search results for these keywords,the average click-through rate (CTR) would be 2 percent.The decision to invest in SEO should not be taken lightly.However,regardless of how big or small you start out,more than likely,you will see a strong data-driven ROI.

5.I won’t be able to quantify spending
This is a very common misconception. Using tools for lead generation and landing pages is a great way to bring quantifiable traffic to your website.Regardless of how big or small  your project is,impressions,clicks,keywords and traffic sources can be tracked in a detailed record.This is prime information that can be used to optimize for the future.

6.Creating content is a waste of money
This could not be further from the truth.SEO and content go hand-in-hand.Simply creating website traffic  is one thing.Investing in high-quality content is the key to creating value and encouraging users to stay on your website.When creating content,ask yourself whether it is unique material that readers cannot get anywhere else.

7.Results won’t come quickly enough
They won’t.But keep in mind that if they did,you’d be thrown off your perch just as easily when a new competitor came along.It’s clear what you need to do:just stick around and be consistent.The key is to keep at it.If you decide to invest in SEO,be prepared for the long haul.You’ll be thankful in the end.

Over to you
At first glance,SEO can look like a complicated mountain to climb.Companies everywhere would be wise to look at the big picture and learn how SEO can benefit them throughout the age of the internet.If donewell,it can provide the smaller companies with as much opportunity to get noticed on the SERPs as the bigger enterprises.


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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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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