The Fastest Way to Get SEO Results: Slow Is Smooth, Smooth Is Fast — Transcript

Full transcript

1. 0:00This is a very common mistake that I see
2. 0:02in search engine optimization. And this
3. 0:04common mistake can be summarized with a
4. 0:07military mantra. Back in 2024, I read
5. 0:11this incredible book series fiction
6. 0:14called The Terminalist. Insane series
7. 0:17about a rogue Navy SEAL who's amazing.
8. 0:20Really, really good series. And when
9. 0:22this Navy SEAL is doing his work, or
10. 0:25ex-Navy SEAL, when he's doing his work,
11. 0:27he's going slow and methodical. He's
12. 0:30taking his time making sure he does a
13. 0:33complete job. And he describes this with
14. 0:36this mantra. He says, "Slow is smooth,
15. 0:39smooth is fast." And this is actually a
16. 0:41very common thing that I see with new
17. 0:46websites, especially new websites, but
18. 0:48larger sites, too, who have trouble with
19. 0:51getting results with SEO. And they
20. 0:53ignore slow is smooth, smooth is fast.
21. 0:56What happens if you go too fast trying
22. 0:59to do SEO? You might be thinking you get
23. 1:02hit with Google skilled content abuse.
24. 1:04That's only if you're going really,
25. 1:06really fast generating hundreds or
26. 1:08thousands of pages with AI without even
27. 1:10thinking it through, not reviewing
28. 1:12things. But more likely, what will
29. 1:15happen is you will have all of these
30. 1:18variables about why you're not getting
31. 1:20results, and it will be hard to figure
32. 1:22out what to do in order to get results.
33. 1:24You just made things very complicated by
34. 1:27going really, really fast, by rushing
35. 1:30things. Let's say you have a new site,
36. 1:32and right off the bat, you put up a ton
37. 1:35of SEO pages, SEO blog posts, SEO
38. 1:39landing pages. There are a few things
39. 1:41that are happening here when you do
40. 1:43this. Number one is you are diluting the
41. 1:46page rank that comes into your pages.
42. 1:48You're diluting the authority that comes
43. 1:50into your pages. You need authority to
44. 1:52rank. Often times a lot less authority
45. 1:55than people think, but you still need
46. 1:56authority to rank. But, by having more
47. 1:59pages on your site, let's say all of
48. 2:02your links, all of your backlinks are
49. 2:04going to your homepage, that means the
50. 2:06authority that is getting spread to your
51. 2:09SEO pages is being diluted between all
52. 2:13of the SEO pages. The more pages you
53. 2:15have, if your authority isn't changing,
54. 2:17and your pages are not ranking, you're
55. 2:19going to have very little authority with
56. 2:22which to use to continue to rank pages.
57. 2:25If you have less pages, it's a lot
58. 2:28easier to channel your authority into
59. 2:30those pages. As I've talked about on the
60. 2:32show before, if you rank, get clicks
61. 2:34from search, and the searchers are not
62. 2:36going back to the search results, this
63. 2:39generates its own authority. Your pages
64. 2:41actually generate their own authority,
65. 2:43then you can channel that authority to
66. 2:45new pages with internal links. But, if
67. 2:47you're putting up a ton of pages at the
68. 2:49start, and they are not ranking, and you
69. 2:51have very little backlinks, now you have
70. 2:54so many pages and your authority is
71. 2:55getting spread too thin within these
72. 2:57pages. But, that's just one possible
73. 3:00variable, is that you don't have that
74. 3:02one possible variable, you don't have
75. 3:03enough backlinks. Maybe your pages are
76. 3:05ranking, but it's bad because you were
77. 3:08really sloppy with putting up the pages.
78. 3:10You used AI to put up a ton of
79. 3:13preliminary pages at the start without
80. 3:16really thinking it through. These pages
81. 3:17aren't very good, they result in pogo
82. 3:20sticking, Google decreases the ranks of
83. 3:23these pages. They're not getting clicks
84. 3:25anymore. Google becomes less likely to
85. 3:27trust your new site because you've put
86. 3:29up a lot of content that searchers have
87. 3:31said, "We don't like this." Now you need
88. 3:33even more authority to start testing
89. 3:35pages again. Of course, if you're
90. 3:37putting content up too fast, it can seem
91. 3:39unnatural, or maybe even you're putting
92. 3:41up pages that people don't want to click
93. 3:43on because you're not thinking through
94. 3:44page titles. But, the crux of it is, the
95. 3:47thing that trips up so many people with
96. 3:50SEO, is putting up content too fast,
97. 3:53throwing in all these variables together
98. 3:55and it makes it really hard. Okay, what
99. 3:57do I need to fix? Are the pages bad?
100. 3:59Should I prioritize getting more
101. 4:01backlinks? Do people want to click on
102. 4:03these page titles? Is my information
103. 4:05architecture solid? Am I routing my
104. 4:08authority the right ways from the pages
105. 4:11that get backlinks to the pages that
106. 4:13need to rank? It's not just putting up
107. 4:16content too fast though, because you can
108. 4:18also be doing link building in a very
109. 4:21sloppy way and burn yourself. Let's say
110. 4:23that you're in a small niche. It's
111. 4:24actually very common. You're in a small
112. 4:26niche. There are only so many
113. 4:28journalists who will cover you. You just
114. 4:30spam these journalists with not thought
115. 4:33out pitches, AI written, all the AI
116. 4:36giveaways are in there, em dashes are in
117. 4:38there, comes off as AI written. You're
118. 4:40not even thinking about it. You send
119. 4:41them all at once. You just have this
120. 4:43list of emails. They report you as spam.
121. 4:45Or somebody just tells you no. And
122. 4:47anybody who's done outreach before or
123. 4:50who who has done sales before, they know
124. 4:52that it's a lot harder to get a yes when
125. 4:55somebody previously told you no. Maybe
126. 4:57you're on Reddit trying to do Reddit
127. 4:59promotion and you're really sloppy and
128. 5:01now you get your domain name banned from
129. 5:04major subreddits in your niche. That
130. 5:07happens too. Maybe you submit your site
131. 5:09to all these different directories not
132. 5:11thinking through the descriptions that
133. 5:13you're using to describe your business
134. 5:16and you describe your business in a way
135. 5:18that isn't actually consistent with the
136. 5:20keywords that you're trying to rank for.
137. 5:22And now Google thinks that your new site
138. 5:24is about something else and you didn't
139. 5:25keep track of the directories. And yeah,
140. 5:28you can fix this, but it's harder to
141. 5:29fix. And at the same time you put up a
142. 5:31ton of new pages on your site that could
143. 5:34be sloppy or you just don't have enough
144. 5:36authority to put into the pages or maybe
145. 5:39you're going after keywords that are too
146. 5:41competitive cuz you're not thinking
147. 5:42about it. And there are so many
148. 5:45variables to take into account, so many
149. 5:48different little things to try to fix
150. 5:50and it just makes doing SEO so much more
151. 5:53difficult. It's not impossible. You
152. 5:56could have a viral linkable asset. Now
153. 5:58you're getting a ton of links and you're
154. 5:59routing those links correctly to your
155. 6:01sloppy pages and you are ranking it's
156. 6:04because you you get so much authority
157. 6:06with a viral linkable asset. But the
158. 6:08reality is slow is smooth and smooth is
159. 6:12fast and it would be much faster if
160. 6:14instead of putting up a ton of content
161. 6:16right away, you put up three SEO pages,
162. 6:20waited for your pages to rank as you
163. 6:22were building links. Then once your
164. 6:24pages are ranking, now you're figuring
165. 6:26out what's working and you can put up
166. 6:28more pages. Maybe six more pages and
167. 6:31then you see what happens. Maybe you
168. 6:32need more links. But now there's a lot
169. 6:34less variables because you're going slow
170. 6:37and because you're going slow, you're
171. 6:38actually getting progress faster. Also,
172. 6:41take breaks. You will make way better
173. 6:44content if you take breaks and give
174. 6:46yourself time to think about the content
175. 6:48that you're making, to think about the
176. 6:50search intent and satisfying what
177. 6:53searchers want. You'll send off way
178. 6:55better SEO signals, higher click-through
179. 6:57rates, lower pogo sticking. Taking
180. 6:59breaks so that you get better results is
181. 7:02the definition of slow is smooth, smooth
182. 7:04is fast. I had this conversation
183. 7:07recently on the podcast about how a lot
184. 7:10of marketers, not even SEOs, marketers
185. 7:13try to automate things that they don't
186. 7:15know how to do in the first place. I
187. 7:17love automation. I use automation all
188. 7:19the time, but I am automating things
189. 7:21that I already know how to do. And as a
190. 7:24result, the automations give me a good
191. 7:26output. But if you don't know how to do
192. 7:29things, there's a good chance that
193. 7:30you're going to get a really sloppy
194. 7:32output and if you do this with a lot of
195. 7:35different things, especially in SEO, now
196. 7:37you just have all of these variables
197. 7:38that makes it really hard to get
198. 7:40progress. So the alternative is you go
199. 7:43slow, you're seeing what's working,
200. 7:45you're seeing what's getting results,
201. 7:47you're finding workflows that you can
202. 7:48automate, and by taking the long cut,
203. 7:51you're actually taking the shortcut.
204. 7:53Some clear takeaways from this episode.
205. 7:55If you are a new site and you have put
206. 7:58up tons of pages without even thinking
207. 8:00much about the pages, I want you to cut
208. 8:02a bunch of those pages. Cut as many
209. 8:04pages as you can, especially if you just
210. 8:06generated them with AI without really
211. 8:08thinking about it. Focus on a handful of
212. 8:10pages. Start just trying to rank three
213. 8:12pages for keywords that aren't too
214. 8:15competitive. By competitive, I mean you
215. 8:17want to go after keywords where you
216. 8:19don't see a lot of websites taking those
217. 8:22keywords and putting them in their page
218. 8:25titles, URL slugs, H1s, and beginning of
219. 8:27the first sentences. These are easy
220. 8:29keywords because they're not being
221. 8:31targeted by other websites. And start
222. 8:33with just three pages targeting easy
223. 8:35keywords. You're a new site, you don't
224. 8:37have a lot of authority with which to
225. 8:39target competitive keywords. Don't have
226. 8:41too many pages on your site at once as a
227. 8:43new site because now you're you're
228. 8:45diluting your authority between all of
229. 8:47these pages. Once you have these three
230. 8:49pages up, build links. I just put up a
231. 8:52video yesterday about how to build links
232. 8:54to a new website. Episode 1048 of this
233. 8:57show, how to get backlinks for a brand
234. 8:58new website even with zero authority.
235. 9:01Build links. Now, if you're not ranking,
236. 9:03it's a lot easier to figure out why you
237. 9:05might not be ranking. You have way less
238. 9:07variables. By going slow at the
239. 9:10beginning, things are a lot smoother,
240. 9:13and it is actually way faster to get a
241. 9:15far above average outcome. By the way,
242. 9:18the same thing can happen if you are an
243. 9:21older site and you've gotten sloppy. And
244. 9:24by getting sloppy and going too fast
245. 9:26without maintaining the methods that
246. 9:28might have worked in the first place,
247. 9:30now you have all these variables to deal
248. 9:32with, and so you want to scale back,
249. 9:33figure out what's working, what's it's
250. 9:35working, then scale up the right
251. 9:37processes. I see this all the time. I I
252. 9:40have this these conversations
253. 9:42constantly. And hopefully by making this
254. 9:44episode, I have less of these
255. 9:45conversations because less people are
256. 9:47making this mistake. Like I said, SEO
257. 9:50becomes a lot easier when you know what
258. 9:52to do and what not to do. And if you
259. 9:54want to save years learning that, I have
260. 9:56a 13 and 1/2 hour SEO course,
261. 9:59compactkeywords.com, about how to use
262. 10:01SEO to get customers, users, and warm
263. 10:03leads calling you up. You're using
264. 10:05conversion-based SEO landing pages, not
265. 10:08informational blog posts. And I share
266. 10:10the best practices that I have learned
267. 10:12that work really well and the things to
268. 10:14avoid. SEO becomes so much easier when
269. 10:17you know what to do. And if you want to
270. 10:19save time learning what to do, that is
271. 10:20at compactkeywords.com.
272. 10:22That's everything that I got for you on
273. 10:25this episode of the show. This episode
274. 10:271,049
275. 10:29of The AdWords Show. This is my daily
276. 10:30search engine optimization podcast,
277. 10:321,049 days in a row doing the show. If
278. 10:35you watch this on YouTube, thank you so
279. 10:36much for watching. If you listened on
280. 10:38Spotify or Apple Podcast, thank you so
281. 10:41much for listening. And I will talk to
282. 10:42you again tomorrow. Bye now.