13 - Should Your Agency Niche Down?

After 15 years in the industry, I’ve seen how traditional tactics are getting drowned out by the sheer volume and complexity of Google’s search results—leading to confused clients who don’t see actual revenue from those vanity metrics.So in this video I'm discussing why it’s time to pivot toward paid media, like Facebook and Instagram ads, to drive real results. Plus, how agencies can keep clients happier for longer by communicating clearly, focusing on profitable outcomes, and optimizing internal processes.If you’re tired of chasing rankings that don’t translate into revenue, this conversation will show you a better path. Watch now and learn how to future-proof your business in an ever-changing SEO landscape.KEY NOTES:02:02 - Google’s Diminished Role07:34 - Impact of AI on Search Results10:26 - Misalignment of SEO Metrics21:09 - Client Expectations vs. Reality26:25 - Outcome-Oriented Marketing30:24 - Diverse Marketing Channels38:16 - Becoming a Paid Media Agency40:39 - Focus Beyond SEO41:25 - Retaining Revenue vs. New Revenue42:10 - Challenges in Closing Sales46:20 - Intake Process for Law Firms47:07 - Small Changes, Big Impact

In Part 1 of our three-part series, we sit down with Joy Hawkins—an SEO powerhouse from Sterling Sky—to tackle the hottest topics in local SEO. If you’re a law firm or any business that counts on local leads, this is for you.Google’s verification process isn’t just a formality—it’s your lifeline. Staffed physical locations, the post-COVID office shuffle, and the cutthroat landscape of personal injury law—Joy breaks it all down.This isn’t about gaming the system; it’s about understanding it. Joy shows you how to navigate Google’s relentless verification standards so you can keep the leads flowing and the map pack working in your favor.If you want the inside track on interviews like this, and you’re ready to be among the first to know about the latest marketing plays, join us in The Blueprint Training. It’s your backstage pass to expert insights, real-time updates, and the guidance you need to level up.Make sure to subscribe to not miss part 2 and 3. KEY NOTES:00:06 - Sterling Sky Overview00:57 - Shift to Local SEO01:52 - Local Platforms and Reputation Management02:45 - Handling GBP Suspensions09:50 - Impact of Location on Rankings11:21 - Bulk Verification Explained12:12 - Client Expansion Challenges13:48 - Verification Process Responsibilities15:23 - Staffing Requirements16:07 - Google's Local Service Expectations

This week's guest is JJ Russell, founder of Higher Resolution Outbound a company that specializes in outbound sales for agencies.JJ, an expert in outbound sales with a background in marketing agencies, shares his remarkable story of transitioning from ministry to building Apex Revenue, a successful agency specializing in outbound sales. He reveals the challenges of thriving in a saturated market and the importance of specialization and compelling offers.Stay ahead of the curve with our monthly community events, featuring industry experts like JJ Russell: https://theblueprint.training/KEY NOTES:00:31 - JJ's Background02:20 - Status of Outbound Sales04:48 - Effectiveness of Phone in Outbound Sales05:42 - Challenges in Implementing Outbound Sales11:50 - Sales Process and Communication Methods15:39 - Building an Outbound Sales Practice16:19 - Drafting Non-Salesy Messages17:00 - Balancing Cost and Value18:30 - Effective Acquisition Channels19:12 - Outbound Sales Service Offer20:09 - Top of Funnel Motion21:39 - Complete Conversations Service23:28 - Using LinkedIn for Outbound25:05 - Marriage of Marketing and Sales27:47 - Identifying Target Audience30:03 - Differentiation in Outbound32:22 - Cold Email Offer33:29 - Challenges of Delivering on Offers35:06 - Guaranteeing Conversations37:17 - Effective Cold Calling39:54 - Defining Business Goals41:16 - Growth and Mindset44:17 - Mapping Sales Strategy

Join The Blueprint Training and learn the Blended Search model: https://theblueprint.training0:00 - What it takes to survive in 202400:34 - What's the fastest way to get your clients results?01:28 - The "blended" search model02:37 - The full funnel approach to search04:36 - Reviewing real SERP results07:45 - How our agency changed08:40 - Building multiple search offers10:26 - How to sell the blended search offer11:14 - How to learn the blended search modelIn 2024, our agency’s survival hinges on prioritizing tangible results and outcomes for our clients. As competition intensifies and economic pressures rise, clients demand clear, measurable success from their investments. Focusing on driving results not only builds trust and loyalty but also distinguishes us in a crowded market. Neglecting this will lead to dissatisfied clients and diminished reputation. By aligning our strategies with clients' goals, delivering actionable insights, and proving our impact, we ensure our relevance and growth. Without this commitment, we risk losing clients to competitors who better demonstrate their value, making our future uncertain.

Welcome to another MUST listen interview at The Blueprint Training.This time I'm joined by the incredible Darren, founder of White Spark, to dive into the world of local SEO strategies specifically for law firms! We're talking reviews, Google Business Profile management, citations, and so much more! Darren shares his top tips for generating reviews, from leveraging character references to asking for feedback during intake calls.We also explore the impact of review content, ethical review generation practices, and strategies for handling those pesky negative reviews. Listen to Darren as he advises on diversifying review platforms and highlights the importance of industry-specific citations. If you're a business looking to boost your local SEO performance, this episode is for you!Join our community: https://theblueprint.training/Chapters:00:00 - Introduction to Local SEO Tools01:35 - Review Strategies and Citations in Local SEO17:01 - Targeting Authority Directories18:04 - Shift in SEO Focus19:17 - Citations Overview20:26 - Negative Review Management21:35 - Response Strategy for Negative Reviews30:32 - Verification Process Insights37:53 - Link Building Strategies & Value of Links42:50 - Challenges of Digital PR44:55 - Click-Through Rate Manipulation47:41 - The Role of Brand Recognition48:29 - Driving Traffic to Websites49:22 - Keyword Usage in Titles51:04 - Google Business Profile Management52:18 - Value of Google Business Profile Posts53:25 - Finding Industry-Specific Citations

Join us for a Q&A session that's packed with actionable tips and strategies to improve your local SEO and drive meaningful results.Learn how to embed Google Business Profiles (GBPs) on your website, discover visual storytelling and get expert advice on how to use tools to simplify your keyword research and optimize your content for maximum impact.If you want to be a part of our community sessions and get our "Agency In a Box" vault, you can join us here: https://theblueprint.training/KEY NOTES:00:00 - Embedding Google Business Profiles and Importance of Photos01:47 - Keyword Research for Local SEO04:00 - Client Reporting Tools06:12 - Sales Process for Local SEO 09:16 - Link Building Strategies10:32 - Paying for Verified Reviews11:22 - SEO for Short-Term Rentals12:16 - Advertising Strategies13:03 - Managing Multiple GBP Listings14:29 - Physical Office Requirement for Maps Pack15:16 - Handling Competing Clients16:42 - Keyword Universe Strategy17:29 - Content Customization18:14 - Physical Location Importance18:56 - Link Building for Google Business Profiles19:37 - Testing New City Listings20:15 - Call Expectations from Local Searches20:54 - Understanding Client Value22:20 - Physical Presence for Local SEO22:55 - SEO and Ads Pricing Structure23:40 - Analytics Reporting for Clients24:20 - Link Building in Competitive Markets25:27 - Google Ads vs. Organic Results26:10 - Convincing Clients Without Case Studies26:55 - Offering Guarantees in Services27:30 - Enhancing Brand Mentions

Chris Dreyer shares his journey from a history education degree to building a successful agency generating $13 million annually. This discussion covers the importance of niching down, effective pricing strategies for different legal fields, and competitive link-building techniques. Chris emphasizes understanding client needs, delivering results and operational strategies, including outsourcing link building and expanding services to include paid search and design. If you would like to be a part of these expert interview sessions, join The Blueprint Community here: https://theblueprint.training/KEY NOTES:00:00 - Introduction to Chris Dreyer05:33 - Pricing Strategies for Different Legal Areas 10:48 - Challenges in Different Law Practices12:02 - Customizing Services for Client Needs18:21 - Link Building Strategies in Competitive Markets21:01 - Itemizing Costs for Clients22:32 - Transitioning from B2B to Legal Clients24:31 - Outsourcing Design and Development35:46 - Value-Based Pricing Strategies 38:25 - Marketing Messaging Focus42:10 - Pass Through Model Explanation47:15 - Content Strategy and In-House Production

Meet Jason Hennessey, founder of a thriving $19 million SEO agency that dominates the legal marketing space! In this interview, Jason shares his secrets to success, from growing a profitable agency to navigating the ever-changing digital landscape. He reveals how a niche focus, personal branding, and strategic content marketing have driven his agency's achievements. If you're starting your own agency, stick around until the end for Jason's valuable advice.Would you like to be a part of these monthly expert interview sessions and get your questions answered by leading experts in the field?▶️ Join us here: https://theblueprint.training/KEY MOMENTS:00:00 - Jason's agency evolution and revenue goals.02:30 - Client acquisition strategy and the role of personal branding12:54 - How to approach SEO, emphasizing niche focus and systemization18:07 - Advices on starting an agency24:24 - Testing different acquisition platforms, doubling down on expertise35:18 - Systemization of migrating websites and rebuilding them42:25 - Setting customer expectations

In this podcast episode, Ryan Stewart, a marketing systems guru, and Mike King, an award-winning marketing thought leader and technologist with specific expertise in SEO and generative AI, discuss the impact of Google's AI Overview (SGA) on SEO and content publishing.They explore the implications for SEO professionals and content creators, emphasizing the evolving nature of search results and user behavior.The conversation covers concerns about SGA's accuracy, user adoption, and its potential to disincentivize content creation.They also touch on the integration of voice search, the role of search as a branding channel, and the increasing capabilities of AI tools like ChatGPT.The episode highlights the need for adaptation and a deeper understanding of evolving search dynamics.KEY MOMENTS:01:45 - Google's AI overview06:38 - Content stealing and user experience08:05 - How user behavior and search journeys may change with the introduction of SGA15:35 - Fragmentation of search results due to personalized preferences18:52 - Value of blog content and branding 28:52 - Understanding AI Overview and its impact on ranking criteria36:10 - The future of voice search and user interaction

Mastering SEO can have a significant impact on the success of a business, and professionals can enhance their skills and value by understanding the hierarchy of SEO professionals. By staying up-to-date with industry blogs, experimenting with their own websites, and understanding other marketing channels, SEO professionals can add value to businesses through their work.Experts in the field, such as Brendan Hufford and Ryan Stewart, encourage SEO professionals to focus on adding value and understanding the impact of their work on a business.Check out the traffic projection tool here! https://trafficprojection.com/▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬KEY MOMENTS00:12 Why SEOs Are Bad Marketers01:52 How to Level Up As An SEO04:16 Execution Value07:26 Providing Value to Clients09:59 Email Marketing10:40 Value of SEO