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TSE 1146: 3 Core SEO Principles To Help Increase Your Inbound Sales


There’s no greater gift you can give to a seller than leads so we’ve uncovered 3 core SEO principles to help increase your inbound sales

We’re working to unite the two warring departments of sales and marketing. Kyle Carney has a passion for helping businesses grow and he does that with principles that help organizations earn inbound leads as fuel for growth. 

Lead generation mistakes

Many businesses chase after the wrong keywords in their SEO efforts. They know their industry and their target market but they pursue vague SEO terms. If, for example, I search for “new homes,” that could suggest that I’m looking to buy, or to build, or to discover what a new home costs. 

Businesses can improve by being more strategic in their efforts. So instead of searching for “new homes,” they can work to rank for “new home builder in Colorado.” That strategy is crucial for online success because that generates traffic that has qualified itself before the conversation even begins.

Google knows everything. It knows where you are, so if your website indicates the area that you’re serving, it will figure that out. 

One: Get your website right 

The messaging on your website has a huge impact on your inbound sales. We must make sure we get the right message in front of the right clients so they qualify themselves prior to beginning the conversation. 

When we do, the work becomes like fish in a barrel because prospects come to you and say, “I saw this on your site and it’s exactly what I need.” 

Building a website with proper messaging for the right audience allows your prospects to move themselves down the funnel. #SEO

Improve your site

Sellers wear a lot of hats and sellers have the ability to influence anyone. If we want to increase our bottom line, it’s in our best interest to connect with the marketing people and convince them of the importance of a smooth website. 

  • Work toward a mobile-friendly site. Most sites are, but there are small tweaks that will make your site operate faster. If the site isn’t designed correctly, it will run slowly which will affect your rankings. 
  • Identify the things your customer wants by understanding how they find you. If they find you online, ask what they were searching for. You’ll discover actionable information that will help you refine your website.
  • Find keywords that match what you do. Strive for specific, clear intent. 
  • Be data-driven. Find the search volume for keywords to help you decide on your messaging.

Rank for the right things

Most of the data about search content is freely available using tools like Google Keyword Planner. Initiate a conversation with the marketing department to ensure that you’re ranking for the right phrases. If you’re ranking for phrases that no one is actually looking for, it will do nothing for you. 

Once you’ve got the website functioning smoothly, you’ll focus on converting those prospects using content. 

Two: Generate content

This isn’t a reference to a basic 300-word blog. It’s quality content that focuses on answering their key questions and includes every type of content. 

If every seller would create videos to provide information, the potential would provide to be unreal. Create videos. Write blogs. Answer frequently asked questions. 

Block out 15 minutes to create content daily, even if you have to do it during lunch. It’s arguably one of the most valuable exercises a salesperson can do.  

Write down every question people ask you and rank them from the most common to the least. People frequently ask “How long does it take for SEO to work?” SEO is kind of a nerdy topic that many businesses don’t think about. Once they address it, they often want to know how long the results will take, so he wrote a massive article breaking the process down.

He didn’t intend to sell anything, but rather to provide quality information. Within a couple of weeks, people reached out to him asking if they could share it. Then, he landed on a list of 25 top Internet marketing articles worldwide, and he was surprised by the fact that people were even able to find him. 

Kyle points to The Go-Giver as a book that changed his perspective and motivated him to enrich the lives of the people who engage with his content. Now he uses the article during conversations as a source of information he can share with people. 

The article set him up as a thought leader and authority on the topic of SEO.

Think long term

SEO is a long-term game. It’s a process that won’t happen overnight. If you use it effectively, you’ll see results. 

The challenge, Kyle said, is that many sellers have huge lists of content they’d like to create but because they have big deals on the line, they have to prioritize those deals because that’s money in the bank. It’s difficult to prioritize stuff that doesn’t pay off immediately. 

In the long run though, you’ll make so much more money if you can generate content and videos consistently.

Kyle is a big proponent of YouTube but he recommends doing whatever is easiest. Just do something. It’s much better to do something than to wait forever for the perfect opportunity. Use whatever you currently have available. 

If that means starting from scratch, YouTube is a great place to start. It’s a massive search engine all its own. Your videos don’t have to be long, and you can even hire people to create them for you.  

Three: Make quality connections 

Kyle points to the hybrid approach as the best method of conversion. Provide gated content as well as free, accessible content. Create, for example, an amazing guide to the top 10 things to know about your business, and then ask for an email to access it. Connect that to your CRM so you’re providing something valuable that benefits your audience. You’re getting something and they are getting something in return. You’re getting a warm lead and you have an opportunity for a simple follow up. 

  • “I saw that you downloaded our guide. I’d love to answer any questions you have or hear any insights you had from a business owner’s perspective.” 

Then, use your CRM to determine what pages your visitors are seeing on your site. If you can track where they are going on your site and determine what things they are reading, then you can ask them to use this information in your sales process.

People are thirsty for knowledge, so if you can be a resource that answers their questions, it will build a foundation of trust. 

Give your prospects something specific they can apply to their own situations. In my case, I might ask prospects to try sending five emails to see what kind of results they get, or to test LinkedIn connections. Keep it simple. Don’t ask them to read a 500-page SEO book. Give them a quick win.  

Leverage your connections

As you’re out in the world networking, you’re developing key partnerships and mutually beneficial connections. Leverage those opportunities. 

If you’ve written something valuable, ask the people around you to share it. Then, offer to serve those connections as well by volunteering to write an expert blog post on their site. Tell them you’re only asking for a small linkback. It involves writing and proactive outreach, but the payoff is huge. 

The Internet is a popularity contest, and Google works the same way. When more websites talk about your website, that suggests to Google that there’s something valuable for its searchers there. Google will bump it up in the rankings.

It isn’t glamorous work but it can be very impactful. Instead of working to leverage random contacts, you’ll focus on the ones you’ve already built. 

Social media can be powerful for reasons beyond those that we already know about. If you give someone a shoutout on social media, that doesn’t necessarily improve their online visibility, but if you’re an influencer within your network, it provides credibility and it may drive people to visit. 

Write down the questions that people ask you every day and then provide answers to them. Provide the information people are looking for. Don’t hide behind a curtain and don’t keep trade secrets. 

“3 core SEO principles” episode resources

You can connect with Kyle at or on LinkedIn. He calls himself an open book and says he’s happy to educate people about SEO. If you simply have a question to ask, reach out to him on social media. 

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester. You can take it on your own or as part of the semester group.

If you and your team are interested in learning more, we’d love to have you join us. Call (561) 578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

As a savvy seller, you’ll want to continue learning, and you can take advantage of a free 30-day trial, complete with a free audiobook, on Audible. They have thousands of books to choose from and you can begin your free trial today. 

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility. When you share your experiences with the show, others will read the reviews and give us a listen.

I truly appreciate you and appreciate your reviews and your subscription, and your willingness to tell your friends and anyone you know that’s in sales about the podcast.

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DJ Shri, Donald Kelly, The Best Sales Podcast, The Sales Evangelist

TSE 459: Sales From The Street: “Local Online Advertising Part 2”

The Sales Evangelist Podcast, DJ ShriToday’s episode is Part II of the interview with DJ Shri where we talk about how you can master local advertising.

If you haven’t yet, do check out TSE Episode 454, which is Part I of this awesome conversation I had with DJ Shri where he laid out the framework of local online advertising.

Here are the highlights of my conversation with DJ Shri:

What is Social Proofing?

Who is somebody outside your business that has no personal investment in this that will vouch for you? An example of this is getting 5-star review on Yelp.

What is an Irresistible Offer?

Talk about something that removes that risk. So there is zero risk for the person. Tackle that objection first of removing the risk upfront then show them what you can provide.

How to be top-of-mind to your customers:

  1. Create your avatar.

Google on customer avatar worksheet where you will answer a list of questions to help you identify your customer avatar. The more detailed you can be, the better it is for you to sink into who your ideal customer is. Your avatar may change once you start your business and that’s fine.

  1. Use Facebook Ads

Facebook advertising is a good way to target your customers. It allows you to find out the interests of your customer avatar. Isolate you demographics. Isolate where your prospects are. Be careful as Facebook would try to make it super easy for you to buy their paid advertising because it’s not as easy. Take a step back and really figure out what is Facebook trying to do as they’re targeting really specific people. Don’t be afraid to target locally or at a state-level.

Here’s a trick: Find out a local business selling similar price point things even if they’re not your niche. Find out the local stores in your area that have FB pages. And understand that if these customers can afford say, a $5-$10 cupcake, then maybe they could afford a $5-$10 risk of whatever you’re selling.

DJ Shri’s Major Takeaway:

Go for something you’re passionate about. Sell with your personality. When you’re passionate about something and you really believe in it, that’s an authenticity you cannot fake. And that reflects to your sales pitch.

Episode Resources:

Connect with DJ Shri through email at and check out his podcast Mobile DJ Tips on iTunes.

TSE Episode 454 – Part I interview with DJ Shri

The ONE Thing by Gary Keller and Jay Papasan

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

TSE 454: Sales From The Street: “Local Online Advertising Part 1”

The Sales Evangelist Podcast, DJ Shri Today, you’re going to learn about using local advertising in your business to become successful. So I’m bringing in DJ Shri on the show who has been very successful in growing a phenomenal DJ company. He’s going to teach us how he was able to catapult his career locally into becoming so successful. Learn the importance of local marketing, how you can utilize social media so you can be the go-to person or company in your community, and some easy strategies that he has implemented which you can apply to catapult your own success.

DJ Shri used to work in Corporate America while DJ-ing on the weekends until one day, he DJed for a client at an event and after receiving great feedback, he then realized how music can change lives and so he decided to do this full-time and run a business around this specific niche. DJ Shri now teaches a course at

Here are the highlights of my conversation with Ralph:

How to become a sales professional in order to live as a DJ:

Sales is presenting your value to somebody. It’s presenting your value in your message to somebody. The better you can do that, the more value you can attach to yourself.

A Look into DJ Shri’s Framework:

  1. Identify your audience.

Know who you should talk to and who you should not talk to.

  1. Identify the problem and the desire.

Understand why audience need to buy it. Create more pain. People care about love.. They care about money. So be sure to touch upon these underlined tones.

  1. Create a bond.
  2. Present the solution.
  3. Present your credentials.
  4. Educate them.
  5. Show the benefits.
  6. Give social proof.
  7. Create an irresistible offer.
  8. Inject scarcity.
  9. Remove all risks.
  10. Call-to-Action
  11. Have a question answered to answer all objections of your potential customer.

Education is crucial. Provide value.

You have to provide value upfront and education is the key. In paid advertising, you’re reaching out to a cold person. So you need to disrupt them by providing value through education. (Ex. 3-min Facebook video + webinar)

People buy benefits, not features.

If you’re thinking of doing a webinar, check out Mike Dillard’s course called, How to Create a 7-Figure Sales Presentation.

Check out Part II of this Episode next week…

Episode Resources:

The ONE Thing by Gary Keller and Jay Papasan

Mike Dillard’s, How to Create a 7-Figure Sales Presentation

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Don Silver, Donald Kelly, The Sales Evangelist Podcast, Boardroom Communications

TSE 228: Fundamental Public Relations Principles That Will Boost Your Sales

Donald Kelly, Don Silver, Public Relations

From sales & marketing to PR, from traditional PR to social media and online presence, this guy absolutely knows what he’s talking about. And he certainly knows how to walk the talk more importantly.

Our awesome guest today is Don Silver, the Chief Operating Officer of Boardroom Communications, a statewide Florida-based public relations and marketing company. Having a 17-year sales & marketing career with large companies and having taken down some of their very big competitors to become a national sales manager of a $70-million company in Maine, Don eventually made a big leap from rocking the sales & marketing space to joining his sister, Julie, to develop a PR firm in Florida which his sister initially started.

Today, the company prides on a 25-year experience with 25 years worth of relationships. Many times, they are hired for relationships with the traditional media and online as well as for the industry and community outreaches in those markets. They are here to connect their clients with their target audiences and help them build those relationships.

Here are the highlights of my conversation with Don:

The similarities of PR and sales & marketing:

  • Relationship-driven
  • Target marketing and finding answers
  • Communicating one’s messaging and branding across various channels
  • Customer engagement

Best practices in customer engagement:

  1. Industry relations

Immerse yourself in the client’s industry or their target market’s industries. Become a player and a respected source for information. Get to know people you’re targeting.

  1. Community outreach

Find the causes you really care about and identify the organizations you want to be associated with. This includes sponsorship and events.

  1. Have a goal to make one new relationship (not 22, but 1)

Avoid the “pinball” approach. Make a relationship from a social event or social media and then take that offline. Having a coffee with them makes your customers more relaxed.

  1. Shut up a little bit and LISTEN.

Listen, listen, listen.

  1. Find a reason to follow up.

What are the keys that you’re going to leave with your customer?

  1. Remember, “Givers get.”

Determine what your relationships are and where you can benefit as an individual as well as other members of your circle of business friends.

Principles you can apply to build relationships with your clients:

  • Weekly meetings with educational sessions and guest speakers
  • Developing relationships across the community
  • Community outreach (Get out there!)
  • Client development
  • Find solutions and bring value to your clients (ex. 1-minute videos and larger corporate videos)
  • Focus on what’s most important to your clients.
  • Finding that “one thing” that is important to your clients. It’s different for different kinds of clients. And sometimes, those need change.

What BoardroomPR offers to clients:

  • Traditional PR (print, TV, & radio)
  • Online presence
  • Crisis management
  • Web development and management
  • Marketing and branding
  • SEO management
  • e-newsletters
  • Social media management

Challenges they’ve seen in their industry:  

The real estate market downturn in Florida in 2007

How they managed to bounce back:

Found other areas to really focus on:

  • Professional services (law firms, accounting firms, etc.)
  • Retail
  • Healthcare
  • Luxury condos (when the real estate market started to turn back)

Having a team in place and partnering with industry experts and specialists.

Don’s Major Takeaways:

  1. Give in to get. Get out there. And expand your contact list. Make a sincere effort to meet and get to know new people.
  2. Be an avid reader of traditional media. Listen to great podcasts like TSE. Always be learning and never think you know it all because you don’t. Read newspapers and be a specialist in your own industry in order to develop a reputation for being a go-to expert in your own industry.
  3. Don’t forget your competition. Be friendly and develop relationships with them because they might become some of your best referral sources as they’ve been for Don.

Connect with Don Silver through email at or call him at 954-370-8999.

Episode resources:

Boardroom PR

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The Sales Evangelist, Donald Kelly, Donald C. Kelly