Why Smart SEOs Don’t Use the Same Brand Message Everywhere

We are talking about offsite messaging, especially when your brand and links appear next to that messaging. If you get this right, it becomes a lot easier to rank for new keywords that bring you money, high-intent keywords. We need to break down one major misconception in SEO. That misconception is most SEOs advocate using the same brand message everywhere, and I think that is baloney. Your offsite messaging should constantly be informed by the realities of SEO. You're discovering new keywords that you want to rank for, new uses, new scenarios, maybe services that you already perform that you're not targeting with SEO. You're adding in features to your product, and you should rank for what these features do in the ways that people are searching these features. The issue is marketing blurbs, they can only be so long, and you want them to read naturally while still covering a lot of your keywords. As a result of this, the best practice is to constantly slightly shift your blurb to cover the keywords that you are targeting. You're covering specific keywords and topics that represent multiple keywords. And so, I'm going to be giving a bunch of examples, and hopefully by the end of this show you will completely understand what I mean and think more strategically about the blurbs that you are using when you are doing link building, when you are doing public relations, when you are spreading the message about what your product or service does, what it covers. So, we're going to do a fictional SaaS on this episode, a fictional software as a service. And that fictional product, we're calling it Fizzle Client. I've used this one before, makes it easy for my editor because we had all the screens made already. So, Fizzle Client, this is what most people would do for a marketing blurb, and it would just be a basic one-sentence blurb. Fizzle Client is a modern email client built for privacy, speed, and smarter communication. That's the blurb you're using everywhere, and now let's say that Fizzel Client starts doing SEO. They weren't doing SEO before. They were just doing natural marketing and sharing their marketing blurb, the one that I just gave. They were sharing that everywhere, but now they start doing SEO. They're finding high-intent key A good SEO. They're finding high-intent keywords that they should rank for, that they should rank high for, so that they have people who are literally searching for what Fizzel Client does. Finding Fizzel Client. That's what they want. All right, so Fizzel Client actually offers voice notes. And then Fizzel Client makes a page titled email client with voice notes. That's the keyword they're targeting. Email client with voice notes. They also have built-in video playback, and this is something that people search for, too. So, they do email client with built-in video playback. They also offer tracking. That's something that a lot of people want. Email client with tracking. These are three pages that they put up targeting different high-intent keywords. People who are searching, playback, it's very clear what they want. Or people who are searching, email client with tracking, they probably want to be able to track the emails that they send with their email client to see that other people are opening their emails. So, you have these three pages targeting three different high-intent keywords, and you now start using this blurb. Fizzel Client is a privacy-focused email client. By the way, Fizzel Client still privacy-focused. That hasn't changed, and Fizzel Client hasn't even added features. They just put up SEO landing pages to target things they already do that people are searching for. So, the new blurb is, Fizzel Client is a privacy-focused email client with a voice notes, email tracking, and built-in video playback designed for faster, smarter communication. And then you have the link, fizzelclient.com. Notice that this blurb has literally email client with voice notes in it. That is a keyword that you are targeting, but it also has email tracking, has built-in video playback next to email client because your keywords are your new keywords are email client with built-in video playback, email client with tracking, and email client with voice notes. And then you mix it up. So you So with when your blurb appears in different places, it's hitting these different keywords exactly. And then in other places, it's hitting them partially. You don't have the exact keyword match in all of them, just in some of them. So you mix it up. Fizzle client is a privacy-focused email client with tracking, built-in video playback, and voice notes designed for faster, smarter communication. And of course, that blurb that I just shared has the exact keyword email client with tracking. As you're doing this, there are also things that any SEO or PR person should take into account. One, if you're already ranking for these keywords, it's totally optional to put it into in your blurb. If you're already ranking for them and you expect to keep ranking for these keywords, you don't have to have it in your blurb. Again, you have a limitation because most marketing blurbs have to be short. So you have to be strategic with the blurbs. Something else, if the keyword is easy, so easy means it is not being targeted by other websites, that keyword is not being put in the page title, URL slug, H1, and beginning of the first sentence with other websites, but you're the one who's doing that. And your site has a track record of ranking for keywords, and this keyword is in your topic, you don't really have to worry about this. You're going to rank for the keyword anyway. You don't have to worry about putting it in your blurb or putting a variation of it in your blurb because you're going to rank for it anyway. But putting it in could help you rank faster. So maybe you just use it for a few blurbs and then you stop and then you go back to your other blurb. Something else to take into account, it's the audience that your blurb is speaking to. Maybe you are going on a podcast that talks about effective communication. So, change the blurb to speak to that audience. And this is appearing in the description for that podcast you're going on. "Fizcal client is a modern email client with voice notes, built-in video playback, email tracking, and heavy privacy features designed for faster, smarter communication." This blurb sounds similar to the other ones, but it leads with email client with voice notes because you are going on a podcast that talks about effective communication. The reason you think about something like this is because you want to have maximum click-through rate. You want to get as many people as you can clicking on your link. The best backlinks also pass referral traffic. Not a lot of people realize that. The best backlinks are passing traffic and qualified traffic to you. One more thing to think about. Let's say Fizcal client adds an AI email composing assistant. It's going to use AI to help you respond to emails. So, now you're going to be targeting many keywords around this use case. Your blurb will change again. "Fizcal client is an AI-powered email client with voice tracking, and strong privacy features designed for smarter, faster communication." Now it's leading with AI-powered email client, and this expands your topical authority for the keywords you want to target around AI email composing assistant, things like that. Another example of this, just by having voice notes in the blurb, it becomes easier to rank for keywords like record voice notes into an email client or record voice notes into email because you have the term voice notes, which covers this topic. There are all these things to consider when doing offsite marketing, link building, public relations, all of this stuff. And hopefully this episode makes you more strategic about how you are describing your brand outside of your website. So, remember, don't use the same exact blurb for all of your marketing. Changing it up strategically lets you build topical authority faster and rank for keywords faster. It should still be clear in every blurb what the main topic your product or service is in. In all of those blurbs that I shared, we know that Fizzle client is an email client, for example. And be strategic about positioning your blurb to the audience that it is speaking to, so you get maximum click-through rate. If you want to go deeper on link building, I have a 2-hour section on it in my SEO course Compact Keywords. Compact Keywords is about doing SEO that specifically targets people searching for exactly what your brand does. Bottom-of-funnel keywords. These are people who are open to paying to becoming customers. They just want what they want. They don't care about the brand. They just don't know a brand that will give them what they want. When they find it, they're ready to spend money. Or people who are just looking to use something. You want to get more users? There you go. These people are searching to become users of a product. Or you're a services business. These people are searching with heat. They are ready to call you. I spent a year making Compact Keywords. I'm constantly making updates to it. It gets insane results non-stop. I got I'm going to just going to share part of this long email that I got a few hours ago. Shout-out to Joshua for this. Joshua said, "Through the Compact Keywords course, I've gained a tool that can help me not only in this business, but in any business. And in fact, it gives me a whole new lens from which to evaluate business opportunities. So, now I'm going gung-ho applying these concepts to all my business ideas. I'm even checking out friends' businesses and seeing they have incredible room for growth. Pretty exciting times. I can't believe the amount of opportunity out there. So, if you want that level of optimism, if you want to see what Joshua sees, that is at compactkeywords.com. That's everything that I got for you on this episode of the show. This episode 1044 of the Edward show, 1044 days in a row doing this crazy podcast without missing a single day. If you watch this on YouTube, thank you so much for watching. If you listened on Spotify or Apple podcasts, thank you so much for listening. And I will talk to you again tomorrow. Bye now.