The Exchanges

Q Have you figured out to do this where it's not you in an Excel sheet looking at the big writers about soccer cleats and then reaching out to them, sending them gifts and getting them to write a guest Blog posts for you, or have you figured out a more automated way to do this?

A All right. There's two things to that. One is I'll drop a tool on you guys real quick, uh, for marketing muse mark, or it's called market muse.com. Uh, this tool is absolutely revolutionary. Uh, I beta tested it, um, when it was coming up, it was built by a bunch of linguists and it basically will like crank through all those data sheets for you and figure out what the topics need to be and how well you're covering a topic and score those topics for you. Before you start writing. So it's literally aggregate a ton of data that used to take us a ton of time and to really kind of put that into the forefront. So our writers can just start writing and, uh, you know, produce more content, implement more things and spend less time data mining to your other point on the link building. What we've done is we've taken a, uh, a bunch of PR gals that are traditionally, uh, you know, PR professionals brought them in house, digitalize them, And now they, they create relationships on behalf of our clients. So the product stuff is not working anymore. Like, you know, Google's cracking down on that. You can't just send product. Google is basically cracking down. You have to have no follows right now. If you're doing product reviews, you know, Google considers that if you send out a pair of soccer cleats in this instance, and you get a link back for it, you're basically paying for links and Googl…

AI assessment note: “There's two things to that. One is I'll drop a tool... marketmuse.com”

Q Strategically, what did you do to get them ranked for that position?

A Strategically over the years, we've been focusing on that, you know, a lot of link building, you know, link links are definitely votes of trust by Google, as many of you guys know from, you know, the industry. Um, but at the same time, we're seeing big moves in content. Google's all about its semantic search. So the way that we're building out our content, the way that we're interlinking our content together, we're creating these ecosystems that really explain the who, what, why, when, where, and how around each of Product category in the keyword like cheap soccer cleats. So, you know, we really start to dissect that word, topic model it out, and then really start to write towards, you know, what are people looking for when they're looking for value in a cheap soccer cleat. And we start to gather a bunch of data and we basically pull that together into content and make it and serve it right up for the search engines. And that's been working very well for us.

AI assessment note: “a lot of link building... big moves in content. Google's all about its semantic search.”

Q All right. Tell us first, what is power digital marketing do and how do you make money?

A How we make money? Well, we're a full service digital agency. Uh, we were created about four years ago. We found this, I found this company with my two other business partners, Grayson LaFrance and Robert Rodriguez. Um, you know, I can't say enough about our partnership. You know, uh, Grayson handles our business development and team management. Uh, Rob handles the finance and I handled the marketing. So I got a lot of good blocking and tackling in place. We've grown to about 37 employees, uh, pretty organically, uh, in the last four years. And, um, you know, we service everything from SEO, uh, pay-per-click services, uh, paid social ads department, community management for social. Uh, we've created a PR department for outreach. Uh, we have a content department, we have web services. So we really, we have a lot of different, uh, uh, channels that we pull upon to create custom strategies for our, uh, clientele.

AI assessment note: “we're a full service digital agency... we service everything from SEO, pay-per-click services”

Q out what, so I'm seeing some terms up here, right? They rank really high for, we talked about cheap soccer cleats. You're number eight for cheap soccer jerseys, which according to a draft to get about 400 or 200 unique views per month from you also, you know, soccer cleats on sale, you know, cheap soccer jerseys, soccer jersey, cheap things like that. How do you find terms to target?

A Uh, you know, you gotta do your due diligence. You know, that, that's definitely one that is, uh, you know, for them, you know, liquidating a lot of their product. They already, when they go, I think one of the big things, what you have to understand about Soccer Loco is when they go live with like a new Nike cleat, um, and, and they do like a presale, they'll usually sell out with a lot of it. So a lot of our job is really on the liquidation side of their company over the years. So, you know, they, they don't have a problem with selling the new stuff. They have a problem with getting rid of the stuff on the back end that didn't sell. So, you know, cheap was an obvious way to go. Yeah. The client pushed back on that. Like we shouldn't call anything from Nike or Adidas cheap. Um, I think we got a little pushback from manufacturers of that at first, but then over the years we realized, Hey, you know, that that's what people are looking for. That's how people are attacking that keyword. And we just need to go roll with the punches and do what the market's telling us to do.

AI assessment note: “a lot of our job is really on the liquidation side... cheap was an obvious way”