The Sunday Talk – No hard work, no results

The Sunday Talk - No hard work, no results

Whether you like it or you don’t Mondays are part of our life.
So instead of moaning about them let’s change the way we think about Mondays.
Whatever you are trying to tell me I know that after the weekend you are full of energy.
So why don’t you go and crush it today so you don’t have to do anything for the rest of the week.
Wouldn’t you want to work only one day a week?

Just coming back from work and I had a conversation today with a young person. And there is one thing that really amazes me – their confidence. Don’t get me wrong – I am all about confidence. But just because you know how to operate a mobile phone doesn’t make you an IT expert. Or just because you know how to drive a car on the Play Station doesn’t make you Lewis Hamilton.
If you want to achieve your goals in life you have to work hard. Don’t rely on the fact that everybody says ‘Millennials are clever. Millennials are smarter.’

You are not everybody. You are you.

I am just coming back from a meeting with a very difficult client so I have to spill my toughs on to you. SEO as a part of a properly crafted Digital marketing strategy is simple.

It’s not easy but it’s simple.

And if you managed to do the simple things you can be very successful online. The reason you are not successful online is because you are always looking for the most complicated way of doing things. You are always looking for the next Google algorithm, for the next Google update. You are always looking for the Secret. You are always looking for the thing that we know and you don’t. And I am telling you now – that thing doesn’t exist. The thing that you have to do is go out there and do it. Work hard and do it.

Doing it. That is the secret.

Richard, you can’t control Google or Twitter or Facebook. But you can control your content – the quality and the frequency. You can control the way you talk to your customers online. So it’s about time – no offence – people stop blaming Google or the other social media platforms for their digital marketing not working as expected.
Google and the rest of the gang have been working hard for years so they are now in control of their game.
What you have to do Richard – I mean not you, your company – is to concentrate on your stuff. So by working hard – more and better content every single day, optimising your websites and campaigns, improving the way you interact with your customers online you can be in control of your game.

Just had a chat with a customer online. Not sure this camera managed to record everything. People keep on blaming Google because they are not good at SEO. Come on people. SEO is si pure. SEO is so straight forward. All Google wants to do is make their search engine deliver what people are looking for.
Those people are their customers. And they are just trying to improve their customer’s experience.
All you have to do is serve your customers and deliver value.

This week I’ve given you some unseen footage so you can see that not everything out there is pink. So many of you are emailing me – thank you very much, guys – telling me that I inspire you. But my job really is not to inspire you as I am not a motivational speaker. My job, my desire is to make you go out there and do it. So many of you are doing digital marketing only because it’s fashionable and not because you see its true value. This has to stop. Mobile sales are growing trough the roof every single day. More people are visiting your website than your physical store. In a way, you don’t have a choice – digital marketing is the future of business.

This has to stop. Mobile sales are growing trough the roof every single day. More people are visiting your website than your physical store. In a way, you don’t have a choice – digital marketing is the future of business.

Mobile sales are growing trough the roof every single day. More people are visiting your website than your physical store. In a way, you don’t have a choice – digital marketing is the future of business.

By now you are probably thinking ‘Omi, why is is so sunny, why is so green around you. Like many of you know this week, I am visiting the country of Bulgaria but you do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.

The Sunday Talk – Content Marketing

The Sunday Talk - Content Marketing

I am cleaning my car and I am thinking: We never talk about old content clean up. Can old content hurt our SEO?
Yes, it can. And I would give you an example. We all have some leftovers in containers somewhere in the back of our fridge. And those containers may get our attention one day because of the smell they produce. It’s exactly the same when it comes to old content.

  • Old content can hurt our SEO without us even realizing where the smell comes from. And I would give you an example.
  • Old content can waste our crawl budget.
  • Old content could be thin content.
  • Old content could be duplicate content.
  • Old content can talk about things that are not relevant anymore to our company’s current direction.

We should all go and clean up our old content before it tanks our SEO rankings. Pay attention to your old content, people.

By the way, I hate cleaning this car.

Google only finds you when everybody else is looking for you.

Saturday morning. it’s almost nine o’clock. Early start of the day. In about five minutes I’m gonna have a chat with Gerry White about a new analytical tool – more visual but I am thinking now when it comes to Content Marketing there is something even better than visual data. And I know you are all asking about more visual data. But as I said when it comes to Content Marketing what’s better than visual data is you actually visualizing how your customer is finding your content. Visualizing how your customer is interacting with your content. Visualizing how the visitor is interacting with your Call to Actions in your content.
Yes, visual data is good but visualizing how a real human being is interacting with your content is even better.

Only you can change your life. I can’t do it for you.

Only you can change your life. I can't do it for you.

Just coming back from a small meeting with top CEOs in the UK – hence I look like a million bucks. A guy invited me so I can support him with any questions they may have about Technical SEO but the guy was actually talking about Content Marketing trying to convince them Content Marketing does work.
But then everybody in the room was like ‘We are not happy with the ROI (Return on Investment). Our content is a bit too boring because we work in a boring industry. People don’t read our content.’
Obviously, the guy was struggling.
So at one point, I stood up and I asked everybody a very simple question. Is your content any different from your competition?

Suddenly there was a silence in the room.

I went to a guy and I said: According to the newspapers last year you spent 3 million pounds on your Christmas advertising. Three million pounds yet if I go to your website I can see a video on your homepage that costs probably not more than 5 thousand pounds.
S instead of spending 3 million pounds on your Christmas campaign why don’t you invest those 3 million pounds in your content team and then you can produce one video a week so you end up with 52 videos a year talking about your branding talking about your company. it’s not worth it having 10% more visits in December instead of 10% more visits than the previous year.

Another guy was talking about an article they produced and he was like ‘Hey Omi look at this article. The stats. It’s so much different than anything else out there. The competition they never wrote anything like this. So I looked at the article and it was full of stats, numbers. But my question was: Ok this article is talking about rice in inflation next year. What’s gonna be the price of bread? What’s gonna be the price of petrol? What’s gonna be the price of milk?

So you’ve got a good article but you forgot to connect it to your audience. You wrote this article for fellow bankers, not your customers. Yeah, it’s a good article. So instead of starting with numbers – scaring people with numbers they don’t understand why didn’t you just go to your nearest branch – interview some people, show them the numbers, see their reaction, take this reaction and incorporate it in your article.

So the wisdom of this story is:

Content Marketing is all about connecting with your customers on a human level.

Have a good week, guys. And don’t forget to come back to my Sunday Talk next week.
You’ve got the problems. I’ve got the solutions.

How Rich Content Affects Rankings and Conversions

Rich Content and Rankings

“Rich content counts, creative copy engenders good ranking and there’s no gaming about it” – Peter Hatherley –

Or how Hummingbird changed the Landscape of the Web Forever.

Why did Google launched Hummingbird in the first place?

Well, Google wants  to become an answer engine, answering users’ questions rather than providing a list of URLs. This update takes into account relations between words and makes greater use of the Knowledge Graph to provide content .

So I am sorry to say it but everybody is required to up his content writing game in order to produce quality content that aims to solve people’s problems and answer their questions. Yes think about the user first and then start thinking about your ranking ambitions.

A very important note to make here: Align your keywords (don’t forget that I am talking about long-tail keywords ) and content in a way that will best match how people talk and search for your business.
If you are in the bread making business don’t talk about politics.

Rich Content and Rankings

Relevancy and authority is the new name of the SEO game.

If not convinced read this article by David Amerland called ‘How Visitors Get to Your Website’ here:
In other words do not go into the habit of creating “Texts that just talk and talk and talk, and say nothing, or nearly nothing” (Teodora Petkova –

The content you create should be relevant, enjoyable and convenient, one that people will be motivated to share in their social media networks.

Recently saw on twitter: “Stories are a quick memorable  way to explain what you do, how you do it, for who, and why.”

Content.Content. Content. There’s no more gaming about it.

Lead Generation Strategy Tips

Lead Generation Strategy Tips
“Your audience no longer wants their attention bought – they want it earned”
SEO tip of the day (via +Tara Jacobsen)

To be successful in your Lead Generation Strategy you have you have to understand that “It All Starts with Content”.Content is the foundation, the base on which you can start building your marketing leads. Whether we are talking about LinkedIn, Free E-Books or White Papers it all starts with valuable, niche oriented content generating quality leads over time.

My 5 top advises when it comes to Lead Generation Strategy:

1. When it comes to content always strive for quality over quantity.  (Have you got more ideas on a topic? Perfect. Now is the time to create a series. Don’t try to stuff it all into one post.)

2. Track your content consumption (Key question answered: How often do content consumers turn into leads?). This is the only way to start determining whether the content marketing effort is making financial sense or not.

Lead Generation Strategy


3. Don’t ever forget about your old content. Just because it isn’t new it does not mean that it’s not relevant and useful anymore. Build an effective marketing presence, even without a huge budget by using your refreshed old content again.
On the other side find your best performing content – old and new – and place a clear highly relevant call to action (CTA) at the bottom. Let me repeat this one again – HIGHLY RELEVANT CTA.

4. Inspire your customers to tell their friends about your goods and services. Give them discounts and other benefits when they do. Don’t forget to incentivize the ‘introduced friend’. Word of mouth is still the best  eCommerce lead generation tool ever.

5. Segment your ‘contact’ database. Contact the right people at the right time (by tracking their behaviour). Based on their demographic and physiographic factors mould your message so it correlates with your potential customer’s needs

Now I am leaving you in the hands of Ryan Lynch and his wonderful article called ‘The 4 L’s of a Successful Lead Generation Strategy’.


How to Write High-Quality Content #semrushchat Highlights

How to Write High-Quality Content


Article by Elena Terenteva (

“Great content is a high-priority task for a lot of marketers.

Every piece of content we create is not only valuable in itself; every article is a piece of the puzzle that we put together to create a clear and panoramic picture of the business niche we work in.

Speaking of entertaining, every piece of content, no matter how “boring” the topic, should be catchy – you don’t want to lose your readers in the middle of your article, so carefully consider the structure and rhythm of your text.

Including beautiful images/graphics to break up the text in a long article makes me love content a lot as a reader.

How to Write High-Quality Content

Reference your sources. No-one wants to go hunting information down. Make it easy for your readers to trust you

Nothing is worse than an amazing blog article with a terrible headline. No one will click on it. SPEND TIME ON IT.

Lists ALWAYS work.  Start with ‘7 Steps To’ / ‘5 Ways To’ / ’10 Key Reasons’

For B2B avoid BS images of people smiling at meetings. BORING.

Think about your headline as a “spice” you add to a dish – different spices provide different flavors, so it’s nice to have a range of them and find the one that compliments your article in the best way.”

#contentmarketing #SEO #semrushchat

Creating authoritative content for your customers

Creating authoritative content for your customers

“Texts that just talk and talk and say nothing cannot win you an audience.” – Teodora Petkova

Yesterday’s rules are gone. Today, webmasters and SEO professionals have to shift their focus towards the creation of relevant, newsworthy and authoritative content.

What is authoritative content?

Authoritative content is reliable, responsible and having a good reputation in the eyes of your readers and search engines (check out this article by Richard Hussey

You have to know your target audience. You must know how to reach it, know what content your listeners care about, and know what may incite them to transact or interact with you.

Beforehand research your subject thoroughly. You should be an authority on your topic after all. Find authoritative sources and do not rely only on findings in Wikipedia. When citing a reliable source don’t forget to link.

In addition to your unique content bring in graphics, videos, infographics, statistics and charts as much as possible. People love seeing well crafted visuals.

Creating authoritative content for your customers

Now I am leaving you in the hands of Teodora Petkova and her wonderful article ‘What two jazz pieces told me about texts’ here

“Good texts, just like good conversations, are the ones that change you. You are transformed after having read them: you either know something more, learned something new, or have decided what to do next, how to solve a problem.”

SEO Tip of the day (well more like 9 Killer SEO Tips)

9 Killer SEO Tips

If, like me, you’re thinking that writing an article every day might be hard work, then it might just be a way to create a ‘weekly article’ which you can then use to summarize what’s happened in the last week and look at what you could be doing differently in your industry.

So there is a summary of what I have been thinking (and willing to improve in the future) this week.

9 Killer SEO Tips by Omi Sido

  1. Think content
  2. Start a blog
  3. Put the customer or reader first
  4. Write content with a longer shelf life
  5. Use Schema markup
  6. Write your own product descriptions
  7. Don’t rely on search traffic
  8. Track your keywords

Having reviewed my ‘SEO week’ there is one thing that comes to mind: Don’t be afraid to experiment with your SEO (and social media strategy), but review and measure, and if it isn’t working for you, then adjust the strategy.

PS People I am learning from every day (hence I have got my own ideas and theories now: David Amerland, Mark Traphagen, Eric Enge, Teodora Petkova, Aaron Bradley, Bill Slawski, Ana Hoffman, John Moore

Do not train a child to learn by force or harshness; but direct them to it by what amuses their minds

– Plato