How to Get Consistent SEO Results by Applying the ERICA Framework – In Just 7 Minutes with Gert Mellak

Resources/Links:

• Want to know more about the ERICA Framework and how to apply it to your brand and content? Learn more about the ERICA Framework– The Answer to the Toughest SEO Challenges: https://seoleverage.com/book

Summary

Do you want your brand to be discovered at the right moment? Are you struggling to get traffic to your website? Are you tired of trying to make new content that isn’t getting much attention? Are you sick of not getting the most out of your website? Do you want to know the secrets of the ERICA Framework that can guarantee you consistent SEO results?

Gert Mellak is the Founder of SEOLeverage.com where he helps e-commerce and other online businesses to achieve consistent SEO results.

In this episode, Gert talks about the power of consistency when it comes to SEO. He also shares about the ERICA Framework that can help you get the most out of SEO and can guarantee you promising results!

Check out these episode highlights:

• 01:14 – Gert’s ideal client: “We very often work with coaches, course creators, Shopify sites, e-commerce sites in order to help them drive traffic to their website and essentially get leads and sales.”
• 01:53 – Problem Gert helps solve: “The problem we solve is to make sure that people can discover your brand at the right moment. So when people go to search engines, they’re in a certain mindset to have set aside some time, not like on social media, whether it’s just disruptive marketing, but intuitively, they’re really good to go with because they have now a couple of minutes to search for something and find an answer, find a solution.”
• 02:41 – Typical symptoms that clients do before reaching out to Gert: “Definitely a loss in rankings. People tell us all the time that they used to rank for something, and they don’t rank for it anymore. And it’s just really based on growing competition, COVID changing every single day.”
• 03:35 – Common mistakes that people make before they find Gert’s solution: “I think there are multiple things. So first of all, they focus on the wrong things. I’m just having that right now, an audit with a client who has been creating content really every week. They created, like, a couple of articles over many years. They now have 600 articles they can throw away.”
• 05:31 – Gert’s Valuable Free Action (VFA): “Definitely key tip is the “E” in ERICA stands for Evolution. You want to know where you are. And you can sign up for free to Google Search Console, which gives you access to data only Google has about your searches.”
• 06:28 – Gert’s Valuable Free Resource (VFR): Check out Gert’s FREE Book: seoleverage.com/book
• 07:04 – Q: Why don’t I get consistent SEO results? A: Because they do SEO on and off. They don’t have guidance, just like me going to the gym four times a year and not getting results. Probably not because I’m not doing it consistently.

Tweetable Takeaways from this Episode:

“Consistency is key in SEO as it is in the gym.” - @Gert Mellak Click To Tweet

Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:09
Greetings everyone and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from Little Castaways Beach in Queensland, Australia, where the sun is shining and the birds are singing, and the surf is up, joined today by Gert Mellak. Gert, good day, sir. A warm welcome from down under. Where are you hanging out?

Gert Mellak 00:27
I’m based in Madrid. Thanks for having me on the show.

Tom Poland 00:29
You’re very welcome, sir. Thank you for accepting the invitation. For those of you who don’t know Gert, he’s the founder of SEO, which stands for Search Engine Optimization, Leverage.com, SEOLeverage.com, where he helps e-commerce and other online businesses to achieve consistent SEO results, which basically means people searching for what you do can find you pretty easily on Google. And I’m sure Gert’s service simplified that horrendously. Gert, but for our audience, that sort of provides something of a framework. So the title, folks, is, “How to Get Consistent SEO Results by Applying the ERICA Framework”. And Gert’s gonna tell us how to do that in just seven minutes. Gert, our time starts now. Question number one, sir, who is your ideal client?

Gert Mellak 01:14
We very often work with coaches, course creators, Shopify sites, e-commerce sites in order to help them drive traffic to their website and essentially get leads and sales.

Tom Poland 01:23
So it sounds like online services, online products-

Gert Mellak 01:27
Online businesses, online services. Mostly we do some offline and local SEO, as well, for local businesses because, very often, a big part of the searches on Google have a local intent. So this is more than half usually. So whatever you search very often has an intent of going to an establishment, going to a location, and then taking action there physically.

Tom Poland 01:46
Gotcha. Thank you, sir. So question number two is, and six and a half minutes left still, what’s the problem you solve? How do you define that?

Gert Mellak 01:53
I think the problem we solve is to make sure that people can discover your brand at the right moment. So when people go to search engines, they’re in a certain mindset to have set aside some time, not like on social media, whether it’s just disruptive marketing, but intuitively, they’re really good to go with because they have now a couple of minutes to search for something and find an answer, find a solution. And we help solve the problem to put your brand in front of them at the right moment. And there are different stages of the funnel where they need to find your brand in different contexts, answering different kinds of questions.

Tom Poland 02:26
And a lot of different people could be in different stages of the buying journey, so to speak. So tell us, question number three, and five and a half minutes live, what are some of the typical symptoms that people might be experiencing, that’ll kind of give them a heads up that they should be finding out more about what you do?

Gert Mellak 02:41
Definitely a loss in rankings. People tell us all the time that they used to rank for something, and they don’t rank for it anymore. And it’s just really based on growing competition, COVID changing every single day. You need to be consistently doing the right things here in order to stay on top. So definitely rankings drop is one of the symptoms. The phone not ringing is one of the symptoms. I remember one of my internal projects where their phones suddenly stopped ringing because we lost page one. So just losing traction in your business can be related to how you’re positioned on Google. So this is where you really want to check this out.

Tom Poland 03:16
Okay, so let’s- question number four, and we’ve got almost five minutes left. What are some of the common mistakes that people make when they’re trying to alleviate those symptoms and solve the problem? So these are things that people when you get them as clients that have said, “You know, I tried this and it didn’t work. I tried that and it didn’t work.” What are you hearing that people are trying that’s just flat out not working?

Gert Mellak 03:35
I think there are multiple things. So first of all, they focus on the wrong things. I’m just having that right now, an audit with a client who has been creating content really every week. They created, like, a couple of articles over many years. They now have 600 articles they can throw away. They’re not worth anything. So people focus on the wrong things because they heard somewhere that it’s good to have fresh content.

Tom Poland 03:58
Right.

Gert Mellak 03:59
And they thought, “Yeah, I’m going to make two a week. This is always fresh.” Like if this was a fruit stand, right? You pile up a list of useless content, you push it out on social media, you might even get social media feedback, but the content isn’t created equal. So your content for social media is not the same as content for search engines.

Tom Poland 04:17
Wow.

Gert Mellak 04:18
And then fresh content doesn’t mean new content. It also means going back to old content and making it fresh, keeping it fresh, updating it, changing it, adding a video, adding an infographic, getting some links, linking out to someone. So there’s a lot of work with existing content, where the time is better employed than creating new content and just adding to the list. This is definitely one of the main mistakes. So people, summing up, focus on the wrong thing. That people focus on the wrong things, meaning there are 200 things you can do that are technically good for SEO. And I can eat an apple every day, but I’m not going to lose weight, right? It’s probably good for my health, but I’m not going to lose weight. I need to do quite a series of things in order to achieve my goal and the same with SEO. So we try with the ERICA framework. We developed it because it makes sure that we focus on the right things on a consistent basis. Okay, so not having a proven framework is definitely another mistake.

Tom Poland 05:12
A big mistake. So let’s maybe dive a little bit into the ERICA framework. If it fits two and a half minutes left. I want you to talk about one action that someone could take that is listening to this that’s not going to solve their whole SEO problem, but it’s going to take them a step in the right direction? Could be a key tip within the ERICA framework.

Gert Mellak 05:31
Now, definitely key tip is the “E” in ERICA stands for Evolution. You want to know where you are. And you can sign up for free to Google Search Console, which gives you access to data only Google has about your searches. So you see for which queries do you come up? How do people find your search results right now? How many people click on your search results? It’s click-through rate. How many impressions? Very similar to what people might know from Facebook Ads, where you get how many impressions, how many clicks, click-through rate. You can have the same on Google for free. You can type in Google Search Console into Google, sign up, authenticate your website there and you get access to this information. This is definitely one of the first steps, I think, in the right direction to get some awareness and know what the evolution of the site has been lately.

Tom Poland 06:13
Terrific free action folks can take! So Google Console. Find out what’s happening. Question six, let’s- this is a very short interview, want to give people a whole lot more value, where can they go to find out more about the ERICA Framework?

Gert Mellak 06:28
Definitely over at seoleverage.com/book. There is a free book. We also have it available on Amazon if you prefer to read it on Kindle. But you can get it for free as a PDF on our website, seoleverage.com/book. We explained the framework. We explained our approach to SEO and how this translates to consistent results.

Tom Poland 06:47
Yeah, and I’ve had a look at that. It’s comprehensive, folks. You want to grab it, you can buy it on Amazon, but you can get it for free at seoleverage.com/book. One minute left, Gert, what’s the one question I should have asked you but didn’t and the answer, please?

Gert Mellak 07:04
We kind of touched upon it. I think definitely people ask me, why does SEO not something consistent, right? Why don’t I get consistent SEO results? And the answer is really because they do SEO on and off. They don’t have guidance, just like me going to the gym four times a year and not getting results. Probably not because I’m not doing it consistently. Once you have someone who guides you based on a framework through a process, it’s like following the process and you get the results. It’s immediate! We can see a relation between trying to follow the process consistently and clients who leave it for a month or two and are not getting results.

Tom Poland 07:42
Right.

Gert Mellak 07:42
Consistency is key in SEO as it is in the gym.

Tom Poland 07:45
And consistent in, inconsistent out. Gert, thanks so much for your time!

Gert Mellak 07:49
Thank you so much for having me.

Outro 07:52
Thanks for checking out our Marketing the Invisible podcast. If you like what we’re doing here, please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours, then check out www.fivehourchallenge.com.

Tom Poland 07:52
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.