Ep 16 - Today We're Going GOOGLE!

Welcome to the Traffic Secrets Podcast. Here you will learn the secrets to get tons of your dream customers, aka traffic, to any website or funnel. It'll also help you to massively grow your fans, followers, and customers. I'm your host, Russell Brunson.

Now let's get started. Looks like I'm live everywhere. What's up, everybody? This is Russell.

Right now we are on like 25 bajillion platforms. I'm now on my own work at home broadcast from home studio broadcasting everywhere so man this whole like this whole quarantine thing has got us all much more creative I used to just do things like halfway and now I'm like I gotta do this perfectly because I want to make sure I get this message out to as many people as possible so we're live on Instagram, what's up IG we're live on Facebook, what's up Facebook we are also live in my Facebook group we're also live on Periscope which hits up Twitter and a bunch of other places as well So I hope you guys enjoyed the weekend.

We are coming back and we are going hard and heavy back here into the Traffic Seekers book. But first off, I want to thank everybody. We have officially finished the pre-launch for the Traffic Seekers book. We did a three-week affiliate pre-launch, which was happening in the middle of the corona lockdown craziness, which has been intense, obviously, for everybody.

and we ended up, drum roll, at the end of the pre-launch we sold over 44,000 books through the funnel which is amazing. So thank you so much for all your help and participation, all you guys who bought books. We also have sold, we don't know the exact number but like if you look at the funnel there's an exit pop that pushed to Amazon, things like that. We sold over a thousand copies on Amazon I know through that plus I don't know about the other ones.

So anyway we sold a lot of books in the last three weeks which is amazing. Today as the day I'm recording this and making this video It's April 6th, which means we're less than a month away from the book starting shipping. They start shipping May 5th, which is so exciting. I cannot wait for all you guys to get it.

Even though most of you guys got the audio book and you've been pouring this stuff into your brain and you know it all anyway, which is awesome. Or you've been listening to the brand new Traffic Secrets podcast where I've been reading these things and going through chapter by chapter with you. If you haven't yet, make sure to go to iTunes and search Traffic Secrets and go subscribe to the new podcast. But it's been really fun.

But don't worry. It doesn't mean I'm going to stop talking about traffic. I'm going to continue to keep reading every single chapter in this book. I'm going to keep talking about it.

I've got tons of more interviews and Facebook Lives and everything because 44,000 copies of the book is good, but when your goal is to sell a million, it's actually not that good. I still got a long, long, long way to go. So I'm going to keep talking about it, keep talking about it, keep coming back and talking about it for the next year or two years or three years. So hopefully this helps all of you guys who are entrepreneurs who are trying to figure out how to sell your product to realize that the key is not just going live once and doing a launch and stopping.

The launch is just the kickoff. And now you get to start talking about your product. It's funny because when we launched ClickFunnels, you know, prior to that, I'd spent, before ClickFunnels, I'd been doing this business for over a decade. And what was interesting is when I would do this, I would like launch a product.

I'd spend two or three months talking about it. And then I'd move the next product and the next product. And every quarter, I was launching a new product because it took about a quarter to create a funnel. And I kept shifting from thing to thing to thing and nothing ever compounded or grew.

and it wasn't until ClickFunnels came and I was like, this is something special. I needed to really focus on this. We started focusing on it and for five and a half now years, that's all I've really talked about and because of that, because of the consistency of the message, it compounds, it keeps compounding, it keeps compounding and now five years later, we've got 100,000 members and continues to grow and so I want you guys to understand that the launch is the beginning, it's not the end.

Keep talking about your product, keep talking about it, keep talking about it, keep talking about it. So I'm going to keep talking about Traffic Secrets. But today, we are going into the Googly chapter. How many of you guys are excited about Google?

If you don't have a copy you wrote, by the way, I would offend myself if I didn't ask you to go get your copy if you haven't yet. Again, you go to trafficsecrets.com and get a free copy, or you can go to Amazon and pay for one full price, and these ship in less than a month from now. So it's exciting.

All right. So Google. Let me talk about Google for a little bit before we dive into this. So Google, I've got such a love-hate relationship with.

When I got started on the internet, all we had, Google was the thing. That's all, like it was Google. Like that was it. And so when I first, if you guys have heard my potato gun story, like I started with Google ads and it was so simple back then.

There's this dude named Chris Carpenter who wrote a book called Google Cash and we all bought it for 37 bucks. And it was like, hey, go to Google and buy an ad and then drive it to a landing page and you just make free money. And we all did that and it was amazing. And so that was like literally, that was like literally my business and everybody's business for the first year or so.

And so I had this potato gun DVD. I was making money going back and forth. And it was amazing until the first, the infamous, the Google slap happened. I'm curious how many of you guys listening right now actually went through the Google slap.

You felt that. It's funny because the premise of this book, when we read the introduction, I talk about how we're moving into the era where Facebook is about, in their history, about the spot where they can start doing the Facebook slaps and you already seeing it they shutting down people ads accounts like crazy But with Google it happened overnight Everyone was killing it And then literally overnight the first Google slap happened and ad boards stopped being amazing. And it went from like literally, if you knew how to read, you could read a book and be rich to it got hard really fast.

And I watched overnight as like the first Google slap or Zeno snap, whatever you want to call it, right? and I watched as the majority of the people I knew back then who had thriving businesses disappeared and most of them never recovered. They never came back. And which is again, another big reason why I'm writing this book or I wrote this book is because I want to give you guys stability.

But Google shifted that day. And like I said, most people died. Most people's businesses died. I remember in fact, Dagan Smith talking to him about this later.

He's like, I was always mastering my groups and trying to figure out like what's the next thing. And I ask everybody, everyone's like, I don't know. Nobody knew. Nobody knew how to get traffic.

and it was this window where everyone was kind of stuck and everyone's figured things out and then the next little phase came in and uh and it was seo and seo became the thing and seo um at first was actually really really easy um and i talk about i go through the history in fact if you've been following the failure funnel framework we talk about like understand the history of the network and the goal and where they're going all sorts of things like that right but um it used to be really simple in fact here's this image on page 211 like seo initially was so simple it was like Like it was a linking game.

Like whoever had the most links won, right? So it's like if you had like - what's this right here? If the number two ranked website had 100 backlinks, if you got 101, you'd also be the number one. And first it was like that's - in fact, Google's whole algorithm - I talk about if you read Google's history in here.

I talk about the very first search engine. It was called BackRub that Google launched. Larry and Sergey, they were at Stanford University and they created their first search engine called BackRub, their first search engine. And it was based off this concept of like, let's do this linking thing, right?

Like we think that whoever, whatever website gets the most links to it should be the best website. That was their, their theory going into this. So they created BackRub and it turns out they were right. It blew up so much so that Stanford servers couldn't host it anymore.

So they moved it off Stanford servers onto their own and they called it Google. And that became the thing. Now, this is the interesting pattern, okay? This is what us entrepreneurs do, right?

We find out this thing and then we're always looking for the loop line. What's the loop line? How does this work? Okay?

Because especially when Google took over and became the search engine, man, if you can get ranked for a keyword, some people, if you get ranked on page one for a certain keyword, you can make millions of dollars a month or more. And so because of that, it became this thing. We all kind of figured, how do you win this game? If I win this game, it equals millions and millions of dollars.

So I got to figure out how to play and how to win this game. And so initially, it was really easy. Because as soon as somebody cracked the thing, they're like, this is what it is. It's just links.

If you get more links than the other dude, you're on top. We're like, what? That's it? How do we get more links then?

And so we literally, we built, we built software to spam, to spam links. We built, um, so many things and link farms. And, um, there were things called FFA pages back in the day where you could just like drop links. And, and so like, like if you just wanted to win, like that's all it was was the link game.

It's like, can I, the number one spots got a thousand links. I need a thousand and one. And as soon as you got a thousand, one, boom, you switch spots with them. And it was so simple.

So we just like got really good at spamming the search engines. Like in all honesty, that's what it was. That's how the game was played. and what happens at first Google was winning because it was like man the best stuff rose to the top because it was it was um it was had the best links but then it shifted to where the most spammed pages came to the top which was good for people like us bad for the rest of the world um and so Google's like we have to change this and so they started shifting their algorithm and they shifted it to where now now it wasn't just the number of links but it was the quality of links and then it was and so if you ever heard about all the Google slaps that happened there's like Panda and Hummingbird and like all these Google slaps I kind of I walk you through what most of more in here.

They're all about basically Google trying to beat out us marketers because we were trying to find what's the loophole, how do we exploit it? What's the loophole, how do we exploit it? And I tell you what, it was a fun game for a long time for those of us who had a chance to play it. And I walked through the four phases of Google in here so you can understand where they came from.

If you remember my failure funnel framework, first step is understanding the history and then the goal. Because for years, my whole business model was like, how do we exploit the loophole that's there? But the problem with that is you get short-term gains, but then it's always shifting and changing. We would spend, I mean, we had a time, we had a team of like 80 people, a whole college university in Peru that one of my buddies had set up that we were hiring people for.

So we were like, I want to rank number one for make money and work for home, all these things. And we had a team of people out there just mass producing links like crazy. And we'd get to the page number one for like the most competitive keywords. And we're like, this is amazing.

And it would happen, right? We'd get page number one. It would be amazing. And then, unfortunately, it would shift, right?

So we spend months and months of work. We get there. We start getting tons of traffic for a window, maybe a week, maybe two weeks, maybe a month. And then it would shift.

And then we lose it again. And it was just this, you're always like chasing your tail. And that's when I realized, I'm like, man, if I want to be successful in this game, especially like after we launch ClickFunnels, I'm like, I don't want to be the guy like finding the newest loophole and exploiting it. I want to be the guy who figures out what do the platforms actually want and how do I align myself with them.

because if I can align myself with them and do it the way that they like then they give us traffic for free So we stopped looking for the loophole and started looking for alignment And that really the big secret in this whole book We talk about that And the Google and YouTube chapters are heavy because we go deep into keyword research. We go deep into the publishing strategies. There's so many publishing strategies you can use. I talked about Brian Dean, who's one of my favorite SEO guys right now.

He's constantly called the skyscraper. And I'm not going to talk about that today, but he has this whole skyscraper model I go through on page 222, which is brilliant. It's what we're doing right now on ClickFunnels SEO and we're killing it, which has been really, really fun. And we go through publishing plans.

Again, this is one of the heavier chapters, but I wanted to share just one big idea from this chapter that I think will get you guys thinking differently, okay? And it will be an easy, simple way for you guys to get traffic, especially in this time of chaos, okay? Do you guys want that? Do you guys okay if I were delivering and just give you one solid gold nugget that'll just blow your minds.

If you guys want that, like, like just message down, be able to like, give me the gold nugget. Okay. All right. So here is the gold nugget that I'm going to share with you guys from Traffic Seekers today.

Okay. Um, so this is something back in the day, uh, before we learned the SEO game, before like we had any success at all, I was like, man, I would go to Google and type in my dream keyword, right? Type in work at home or sales funnels, whatever yours is like, like lose weight. Right.

And I would type it in and I would like, like dream, like, man, If I could be on page number one, this is like the most ideal real estate in the world, right? But I was like, but it's so hard. There's so many good people. How in the world am I going to get up there?

And a lot of people teach SEO, like show you like, well, just go for the long tail keywords and things like that because they're easier to get. And I agree with some of the strategy. But I always like, I just, I don't know. I'm just like, I want to be the number one guy or that's why even try it, right?

And so I remember looking at all these sites and I was like, and we had these teams. I was telling you, we were doing all the mass spamming stuff back in the day to like get our links up. I say spamming. They weren't anything illegal or unethical.

They were just getting links like crazy, just mass dropping links all over the internet to get our pages ranked back when that's how the game was played. And I was like, well, I'm waiting for these things to come up. Like, is there any other way I can get traffic today? Because traffic in the future is good, but traffic today is always better, right?

And so I'd go to Google and I'd type in and I'd see all the pages, the ranked on page number one. And I was like, what are they doing? So I started going to them. I'd go to the first one and I'd go to the second one and I'd go to the third one.

And what I found interesting is that typically in the top 10 for most keywords, there's going to be like the one that's like some brand that's just amazing, just owns it. You're like, oh, like bow to them. Like they own this thing. They've got - they've been around for 50 years and they just - they deserve that traffic, right?

So they're there. And then you look at other ones and I started seeing this pattern where like they're like these blogs or these sites that were just like - they weren't amazing sites. They were structured in a certain way. They ranked really well.

But I started looking and I was like, these are sites run by marketers like me. These are sites ran by SEO people who are really good at ranking in the search engines. And so I remember specifically it was the keyword at the time that I was trying to get was work at home or work from home or work at - yeah, something like that. So I clicked on one of them and I saw this guy's page.

It was a page and I saw a big old banner on top and then an article and that was it. He wasn't selling anything. I'm like, how is he not selling something? He's on page number one for like the best keyword ever.

And so I messaged the guy. I was like, dude, like I don't understand this. you're on page one for my dream keyword and you're not selling anything. And I started getting to know this guy and I was talking to him and he's like, oh yeah, I'm an SEO guy.

I'm like, okay, like, does that mean you hate money? He's like, no, no, no, no. He's like, my model is just different than yours. He's like, I get pages ranked really high on Google and I sell ads to people on these pages.

And I was like, are you kidding me? I was like, how much would you get, how much would you like, would it cost for this ad? And he was like, oh, well, this banner ad up here, you're going to pay X amount. And he had different ad placements and stuff like that.

I was like, are you kidding me? So I bought the whole top block of his, um, uh, of his page. And I was like, I was like, what else can I buy? I'm like, can I put a pop-up on your site?

He's like, I've never done that before. I'm like, well, I would love if every single person who came here saw my pop-up and join my list. And so, uh, we negotiated back and forth and he's like, sure. So he gave me, I can't remember what we paid.

This is a couple, this is like 700 years ago. Um, but he like, we negotiated for a pop-up on his page and a couple of things like that. And soon, like I, like it was his article, he was writing page number one, but it was all, Everything was leading back to me, right? And so within an hour of talking back and forth with this human being, no SEO, no keywords, no ranking, no nothing, I had it where basically my funnel was number one for work at home.

Does that make sense? So what happens sometimes in work at home, they'd see his article, they'd click on it, they'd go there, they'd read his article, but then they'd see big old banner ad for get Russell's free book. I wasn't the offer at the time, but go to Russell's free book and then pop up like, hey, give me an email. I'll just give the first three chapters for free of Russell's brand new book.

And all of a sudden, overnight, boom, I was getting this huge surge of traffic. I was getting tons of leads and opt-ins and traffic and sales for the keyword that I was working for to try to hopefully someday rank for. And it instantly came into me that fast. Did you guys get that?

So in fact, if you go to page 230, I talk about the strategy a little bit. So the other thing that's amazing is like the quality of the clicks, right? Like the person showing up, like if I'm buying ads, I'm buying pay-per-click, like I'm paying for every single person clicks. And it can get expensive, especially for the good keywords, right?

But here it's like somebody else ranked here, they got the first click, then they went to the person's thing, and then they saw my ad and then they clicked So they like one two three clicks in before they come to my world which means if you look at the funnel right Like all the people come and then like the really qualified people then the hyper qualified people come and then like I just getting the cream of the crop I'm coming, I'm just scooping the cream off the top of it. And that's what I get is the best traffic of all.

It's just the cream on the top of it, right? And that's how this whole game is played. Okay. So that's one of the things I teach inside the Google strategy.

It's just like, it's so simple. It's so easy. And you don't have to buy ad. You're not doing pay-per-click.

you're not doing SEO. And we talk about those, how to do those in here. So like those strategies are in here, but there's, there's stuff that's just easier. And it's understanding that like, like how do I find the people already ranked?

And then I go to those, to those directly there and get the traffic from there. Does that make sense? Um, and so, uh, I'm reading all your comments right now. Uh, awesome.

So, um, that's just one idea. So what I recommend for you guys to do today, this is your, your homework assignment for today is go to Google and think like, what's the dream keyword. If I could have any keyword phrase, what would it be? Make money, work from home, lose weight, um, Boise dentist, uh, I don't know, figure out whatever your thing is.

And then look at the top 10, go to click on every single page and see which one of these people do you think would allow me to actually buy ads on these pages and then contact them and just be like, Hey, what would it take? It's funny. Uh, my man, Dave Graham, Graham, just said it's like SEO dream 100 it is 100 in fact i believe that's what we talked about here um it's going through like hey so what are the dream 100 pages you wish you could rank for so what i tell you guys to do here in the book is like pick 10 keywords right so we talked about one we pick 10 keywords okay and then each keyword there's 10 pages so 10 times 10 equals what 100 now you have your dream 100 now it's going to the dream 100 and say okay boom how do i work my way and how do i buy my way like the same this yeah so the same stuff we've been talking about just using it at the seo standpoint so um anyway just start just start thinking about that you guys get the wheels you're spinning so go find your keyword again find 10 your dream keywords go to this page look at the top 10 click on all of them look at those things and then start contacting people and say hey man i love your blog i saw like it's awesome uh i'm just curious if you sell ad space can i get an ad up here can i get a pop-up can i get a whatever like do you have an email list can i buy an ad in your email list you've been collecting all you've been harvesting these leads for the last six you know, months you've been ranked here.

Can I have you email your list for my thing? And so on and so forth. So, um, anyway, and there's, there's so much more to the Google chapter, but that was just, I wanted to give you guys something tangible today you could grab and you could like start using. So if you guys want to learn more about how to use Google to both paid and free and all the other stuff, plus other tips, strategies, things that we're doing, uh, it's all here inside of your free book called traffic secrets.

Um, if you haven't gotten yet, all you gotta do is go to traffic secrets.com. Um, again, you cover the cost of the shipping. I already paid for the book.

um and then we'll ship one out to you asap um and in the last three weeks we sold 44 000 so you know what that means 44 000 entrepreneurs can't be wrong this book is something that you need to get and so now is your time to go and get your copy asap again when books start shipping on may 5th so less than a month away we start shipping the books but the audiobook is in the upsell of may available right now so you get the audiobooks are listening to it today um also if you've missed i've been going live every single day since the quarantine started reading chapter by chapter if you missed any of these they're all on our podcast the brand new traffic secrets podcast Right now it's only in the iTunes directory.

Eventually it'll be everywhere. But if you go to iTunes and then search Traffic Secrets, you have a podcast where I've read and basically I've told stories like this on the first 200 and something pages. And they're all in there. And we're doing a contest right now where someone who rates and reviews the podcast is going to be winning a signed copy of the Secrets Trilogy box set.

So if you want a signed copy of this entire thing, the only way to get that is to rate the traffic secrets podcast and leave review. And if you got, you have a chance of winning it. So anyway, that's a, I don't ever say send those books out. I know it's killing me too.

Um, I'm just hoping and praying that like shipping gets back in place, you know, from Amazon and all the places in the next 30 days. I think it will. Um, anyway, so, uh, where's the link for the book? The, the, the link is simple.

It's traffic secrets.com. So, um, that's kind of the game plan Anyway, so with that said, you guys, thanks for hanging out today. I appreciate you all.

We had a great show up to all different channels and everywhere we're at. So thanks for hanging out live. If you've enjoyed this, please comment down below. Please share this.

Again, I'm going free for you. The payment in return would be to share this with other people you think would be benefit from it. Either tag them down below or share with them. So anyway, with that said, you guys, I appreciate you all for hanging out today.

Thank you for everything. If you don't have a copy of the Traffic Secrets book yet, now is the time. Go to trafficsecrets.com and start listening to the audiobook tonight.

and tomorrow we're coming back tomorrow we're going to talk about youtube so i'll go through the youtube chapter here and then um and then we're moving into some other fun things like this week's gonna be a fun week in the traffic secrets book so all right that's it i appreciate you all uh thanks for everything you guys and i will talk to you all soon all right bye everybody i hope you enjoyed this episode of the traffic secrets podcast if you want to learn more secrets to getting traffic to your websites or your funnels then i want to give you a free copy of my brand new best-selling hardcover book called Traffic Secrets.

Now, I already bought a copy of the book for you. I just need to know where you want me to ship it. So go to trafficsecrets.com and let me know where to ship your free copy today.