The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 7 months ago

How to Land Your Company on the First Page of Search w/ Chris Dickey


You have a great product. You know who your audience is and how to help them solve their problems. Now you just need to get in front of them. You need brand saturation — and these days, that means getting into Google’s top 5 search results.

To help you learn how to do that, in the latest episode I sat down with Chris Dickey, Founder and CEO of Visably, a company focused on helping organizations manage their brand visibility in search.

What we talked about:

  • Why organic search traffic is the key to brand strategy
  • The challenge of unseating large brands like Amazon in search (and how to get around it)
  • Why brand is built by every team in your organization

Once you figure out how to land your company that top search position, are you ready to dive into how AI is revolutionizing content marketing or how to get the most out of your CRM? Check out the full list of episodes: The B2B Revenue Executive Experience.

You're listening to the BTB revenueexecutive experience, a podcast, dedicated elpin executives, train theirsales and marketing teams to optimize growth, whether you're looking fortechniques and strategies, ore tools and resources, you come to the rightplace. Let's accelerate your growth in three two one: welcome everyone to theBto B Revenue Executive Experience: I'm your host Chad Sanderson today we'retalking about brand saturation strategies. How do you lad your companyon the first page of search results? Can these be applied to individuals andsales or marketers building a brand? And how might you be able to leverage oviews to drive that brand recognition to help us? We have with US Chris Dicky,founder and Couo, visibly accompany focused on aiding companies to managetheir brand of visibility, ind search Chris. Thank you for taking the timeand welcome to the show, thanks for having meach Ed, all right so for thosethat are tuning in out do going to give you a little bit of a heads up we'reusing a new platform Riverside DOTFM that my production team at sweetfishmedia has convinced me. I know how to use and can be effective with so anyscrewups are not my fault, I'm just going to put that at sweetfishes door.Give them, hopefully an opportunity o just step up, and if not, you know, hey,don't don't jump in Ta new tack in the middle of a pandemic, so Chris beforewe get started, I always like to know now for our audience. You're in we weretalking about this before we start your and you're in Jackson, Hawayoming,which is probably one of the most beautiful places on the planet, in myopinion, so I think I might have an idea of what this answer wl be, butalways like to know something that you are passionate about outside of work,that those who know you largely from work war from your digital brand may besurprised to learn. Yeah well, lots of things impassionateabout you are probably corrected. Assuming that I enjoy the mountains,that's what we have here. We have really big ones. Favorite my favorite place to be whan,I'm not in the OFFICEIS. You know is up in those mountains. I see I've skiedactually most of the peaks. The tetons have also climbed most F, the tigs thathe done so wow summer when it doesn't matter to me Nice, the tee times are impressive. Infact, I have have a picture of. We wrote. Our motorcycle cruvis wentthrough a motorcycles and took picturs of F Te, O they're very jagged. Theylook very gia so how, in the hell a your crime, automn of them they justwellit's, just walk up on you know, is like ropes involved, but yeah all right,all right, very cool yeah, I'm that's one thing. I've never been. Ithink comfortable enough to do is strap myself to ropes and climb rock. I don'tthink it's because I think o'l Fall Yeah. I don't know it's just it's oneof those I yea rope yeah. Maybe it's my natural scepticism aboutthe quality o there's only one rule to to a climbing, and that is don't fall, is to is to make sure that you know incase you break a role number one, but te don't fall, love it all right, perfect!So all right, let's talk about building brand strategies and this is has becomecontinues to evolve into a pretty complex topic. Given the myriad ofdigital properties and outlets and avenues, it's become more than justsitting around a room going hey. If our company was going to be a car, whatkind of car would it be? I've sat back in the day, sat through those brandconversations, so for those that may not, you know, have a fullunderstanding of the context of everything that goes into it. Whatshould a company when they think about the brand strategy? What all goes intothat? What should they be considering? Oh, my God, we'll start with a big question likethat yeah, you know, I think you know I've played roles in all differentpieces of kind of Br branch strategy. I think that there's a lot of energy putinto the creative side of it, and that is cheep woy. What kind of car are? Weis a lot less strategy, or at least it's more challenging to do thedistribution side of it. How do we actually reach a consumer? How do weget them to click? How do we get that...

...conversion? There is, I think, fortunately, that'sthat's where all of the technology is kind of going in the martext base ishow do we actually solicit that stuff, but it's just less fun to work on than breating absolutely, but I think that's that isultimately ore. You know where the reper his to road for every singlebrand is getting in front of the right customer, okay, and so you hit on areally important topic, but the least fun or less fun side of it right soback in the day, I can remember, because I've spent the first part of mycareer in Marketi remember Seo. Cosa is a pain. I, the butt was a little bit ofan unterstatement right, but now it seems like showing up first on thosesearch result pages, it's almost like black magic right. It's almost there'sso much that goes into it that I think for many people. It's overwhelming. Iknow as an individual running a company, it sometimes short circuits, my brain,and so anyway, you can provide some context of what goes on under thecovers to generate those search rankings. And what is it that thepeople have to be aware of in terms of how they're prioritize, how they'relisted things that just they have to understand from a contextual standpointyeah? So you know just just to kind of set the table here: we're talking aboutSEARGH engine marketing. The reason why I love Searchan in the way that reasonI'm involved in searches because search, delivers this incredibly on the highquality customer over and over and over and over again there's people, adults on average use Google threetimes a day. It's an incredibly central piece to our lives. We have incrediblypredictable click behavior if we don't know where what we're looking for so Ilike to coll, thish, nonbrandod searches or were informational searches,and so basically, if we're open to suggestion, we're looking for something,you basically have the top half of the screen to capture your customer andthere's a ton of them there and they're all highly qualified they're, alllooking for exactly the practice thatvers you have to Typ to providebecause they already askd that question right. So that's why just a somthin!That's why I search is so unique and so special for murders, but to your point,Shat, it's incredibly challenging to be the top of the half of that screen. Youcan buy your way out of that page and advertising high performing ad or just a wellperforming ad in the top of search for a nonbranded search. Query does run twopercent of the traffic on the page. That means ninety eight percent ofthose customers are finding their answer somewhere else. So you sure youcan be there. You can pay the nose to be there. People do because they haveto but really were allthe were all the traffic os up to Twentyo. Thirtypercent of that traffic is in that first organic link. In this first fiveorganic lingths received almost seventy percent of all the traffic, so youreally need to be right there and for companies that are able to deploy co strategies that get them there.Fantastic mean Amazons, one of them. You know and Nikis one of them they are so dominant there're, so Olympicpodian level, it's almost it's almost impossible to knock them mon. I meanalmost inpossible like which is called impossible, and that is because you know Googlelooks at a lot of different things. Not just Google, but other search entionsas well, but the one of the biggest ones is is how many inbound links youhave coming into your sat, and it's called in the Seo Community backlinksthere's lot of different kinds of backlings, but futementally. There'sIT'S A it's a kind of a game of like social strategy. Like all these othersites. Think your important Google recognizes that. Then they elevate you.Do you really think you're going to get more back links than than Amazon?That's a good question, probably not be an amazing if you can full that off,though yeah yeah. So this is why I think it's worth thinking about otherstrategies outside of advertising and outside of Seo for the rest of us thatneed to attract and reach customers on...

...that on that very limited, real estate,yeah, and so that you said something really interesting t a the the top five.I don't remember the exact that top five organic results, yet seventy somepercent of the traffic or something interastingly enough. When I mean I'm,I'm probably one of those adults that excuse the scuse the stats, because I'muse a google all the time throughout the day. But I've also noticed aninteresting habit, and I just became aware that I was actually doing it acouple weeks ago that if I search for something my searches are typicallypretty specific and when it comes up, there's usually that first ad orthere's two ads on the top, and I never click on them. I never click on the ads.I always scroll down to the to the ones blow it and nine times out of ten eighttimes out of ten. That person who paid for that ad is also the first organicresult, and I know if I click on that ad, then there's cost involvin wo thits,certainly a Stri to be had that you. So as an advertiser. You don't pay for theAD. Unless someone clicks on it, and so sometimes people say well, it's worthjust being there because we're reinforcing the brand Yttou EESE, thosetop positions, and so even if we're not getting the click, won't people o knowthat we exist and that's that's a legitimate strategy. Yep, okay, allright, and so when we're not when we're we're, trying to fihe realize we're notgoing to be Damason and and and the tissues are dried out and everybodyunderstands we're not going to be Davizona this game here is there. You know the reviews werehearing a lot about review sites and reviews, and things like that thirdparty site. So how do they play into the equation and are there some thatare more critical than others? Yeah? Well, not really, I mean it like, Ithink it really is very bespoke to every single category or an industry or a subject that you'relooking for, because there are specialists in these subjects. Rightand Google recognizes their their authority and then they reward them.The challenge is monitoring it on a large and I'm not. You know on a largebasis, because there's so many iterations of keywords and how someonemight type in a question- and you switch the name around a few times andthen all of a Suden. You get a different search result and also youget a different seartcof Osone if you're on a mobile device or dusttop,because they assume things about your behavior if you're on your mobiledevice. So you know each one of these places. You're going to literally seedifferent things and what's interesting is the consumer journey is just neveras lineor as as we wish. It was right like we don't people don't just seesomething and Theye like I'm gonna buy that and then they ri right through andthey buy it. It's more like, oh, like I have this question like. Maybe I'mlooking to get some new grantite, countertops or somethingnew, and I likeLoh, I'm Gonno, look and look up and see a question between how does courtscompare to grantite and that's and that that kind of, like very top of thefunnel search, is going to start someone's buying journey? They don'teven know what kind of product they want, but they know they need a newcountertop right, so they started learning about the countertop. At thatpoint, I ' it's imperative that braans reach them. There start right as theystart to think about it, yeah, yeah and then the next question is then theymight go a little further down the funnel they're okay. I actually reallywant a course to countertup. Where would I buy a courtz countertop? Andnow you have another set of you know results show up. These are much moretransaction, an written nature. People are selling where it's kind of topherthan teaching about them. You still want to be there and then that's so.This is. These are all thee kind of stages in that buying journey, and theyeach one of them, plays out in search, and I think each one of them isincredibly important place for a brand to reach and the more reinforcement youhave along that bindern, the more likely you are to win the sale rightabsolutely. This is something that it's not just me coming up with this amaz ornot amas, an hub spot o wrote a whole blog speries about this last year. Theycall it the surround sound strategy. An effectively buying a crm is a bigpurchase...

...and they know that there's a lot ofcompetition out there. They know that their website well House Bot ringsreally really well and Surgh, there's still nine or ten other options on thepage, for we wil look at right. So what they realize is that they need to be nas many as many of those search results as they possibly can be, becausethere's all these listi als and there's all these roundups about the descrmsthey need to be everywhere. Someone looks across a very large swathe keywords for them to maintain their market position, and so they deployed the samestrategy. They call it surround sound and the idea is that, like you, can'tavoid it you're getting you're getting showered with hub sput, everywhere,you're looking for a crm and it's a very deliberate strategy that theydeploy that basically takes their brand presence beyond their own websitebeyond their own advertising and is leveraging these third parties to makesure that they are very dominant, interesting ind. So I mean it's a levelof complexity. T first O have to understand the customer jourinty rightthat first, the first time somebody will just go with the countertop thin,the first time somebody thinks do. I want courtz Ar go, I wor GRANTID and inbusiness. It's the same thing: people don't search necessarily for thesolution. They search for the information right, we see them. We seethem doing the searches and doing the research to kind of fuel the thoughtprocess so to speak. That's that can be a really ethereal p part of the revenuefunnal. It could be very difficult to know you know what are they going to besearching for, because, if you think about it from a business standpoint,you're so close to your own solution, you know how you'd search for it, butthat isn't necessarily how your customer or potential customer is goingto search for it are there strategies and ways that people can think inadvance or kind of get outside of their own own tree house to see the forest soto speak. I think I screwed that one up really bad that anology, but you wat tomean how do I? How do I sut that back step back? Yes, so you know the problem withsearch is that it's a multichannel playground in a lot of different piecesof any marking department are going to be responsible for various performance atyou know, attributes in search, but unfortunately, marquiet departments they're, so silodpeople work in their silos and they don't care about how the other teamsare doing. But you cannot approach search in that way. If you want to bedominant, if you want to be ou big witis, your teams have to get aligned,and so you have to realize that you have to be on those those ecommerceproduct pages that are thet are servicing and how do your ECOMMERCEteams optimized for those PRACDC pages, Ati search survicing, your PR teamshave to be reaching the bloggers that are driving that that top of funtalawareness. So when you're saying quartz versus versus grantite, that's going tobe an informational keyword right, like people aren't looking to buy at thatput point they're looking to learn and that plays really well into the PRteams. Pierre teams like guarantee, aren't thinking about this, but if they knew that this was a t thatthis was important and they knew that these people were driving a ton ofcustomer consideration, then they could do it. So that's that's part of it, andso you know, I guess, Tho tie it into kind of what I do is I actually comefrom a PR background. I own a PR agency. We started realizing years ago that ourmost performant PR hits weren't the ones that were in the most most mostprestigious publications. They were the ones that were showing up the top ofsearch and they were deriving the most traffic and the most affiliate. Youknow revenue and so on and so forth, and we just asked ourselves thequestion: How do we do more of this and it led us down this rabbit hole ofreally understanding how the consumer journey plays out in search and abouthow there's so many more responsibilities than just the SEO teamfor Interestin- and it's I mean it's a...

...complex web sergh right, it's a complexweb you've got even even just one topic, as that should sound many unless itmakes them Cringen and freak out like it does me think about the searchersult in the Seo, like that just seems overwhelming, but there's so many silosthat play in especially from a business standpoint. Now, when we've talkedabout doing this, you said upbut calls it to surround sound strategy or the Ithink when we were talking at one point, W it's about managing more real estate,so to speak, right yeah, so I'm always curious. There are there re places. Hatshows have been searched, but I'm curious how, like I sites like Cora andothers, l review sites play into that as well. Are they in this mathematicalmorass that is behind the scenes? Are they somehow waited heavier, or do theyhave the more impact? Because it is other potential customers providinginsights? Is there something that' somehow gives that a little bit moreweight, because it's less biased than what maybe marketing from the sourcemay seem like we're, maybe perceived to be good question? What I can tell you isyou know what what we've done? Visibly the software company that Iwork at we've basically mapped out in high degree, O gradularity, wherepeople click on the page, and this is where they click whenthere's not an intention of where to go. So what what you know what you know,what is not a navigational search, and so, if they're open to whatever theyre,like they're, open to learning and they and they have no agenda- and this isthis- is on average, where everyone's Goit to click, and so what we know ishow many, how frequently people click on people also ask and that's a lot oftimes where Hora shows up, and we also know the frequency Hawen time s pe book,quick on on on local packs, which is like the maps that you see when you'retrying to go someplace, and so we have this good, really good data on wherepeople are navigating and and what their click behavior looks like insearch. And so I would say that in general, people navigate toward theorganic liks. Those that is just, I think, that's something. That's wiredfrom the early days of the Internet. THAs is tha. These are the mostimportant things on page I don't know, but they solicit the most clicks by along shot. Unless it's like a map or something like that, an then which casethose maps do really really well and then there's a lot of what you call,searches that are cald called no click searches and there are people who arelooking for an answer that does not require then to click on anything andgoogles, trying to optimize these searches. No, they they're like answerboxes and knowledge panels, and things like that. So, if Google can try toanswer your question without soliciting a click, it's a better usour experiencefor you and it's better for Google, because it means that you never leavetheir platform but yeah. We don't Thay, I their money off a AD. So if I'm notif they're answerng the question an, I don't go anywhere else. Well, it's allabout becoming central to your life really, and so the more useful Googlecan become to you tha. That means that you'll just keep coming back to it. Sothe fact that there's three you know on every adults checking Google threetimes a day, that's exactly where they want us. They got. I they got US exactly wherethey want. Have you seen the I do know Po nesessly Social Dlevin, but have youseen the social dilemma? Have you seen the movie the Social Duimo have yeah?Well man talk about freaking me out, tell you I actually divested of all myfacebook holdings after that movie. Did you really? I can understand why I canunderstand why I mean it's really. There was a book I can't Remer if itwas mentioned in the in the movie or a called the surveillance economy that,where we've basically become the product that takes that social lemit toa wholenother level. So if you were, if anybody listening hundred percentary, Imean everyone. Listen to this knows it like. If you're not paying for it, yougo. That's because you are the product yeah and you have to be okay, that Inow I remember we're totally off track... But Hey that's what happens so Iremember back in the day when I was working for running sales and marketingteams for digital agencies. We had to put a great deal of effort to convincethe people that we were building these experiences for to allow the locationto be scraight, so they knew so. I could provide location Bay Sdateat now,maybe I'm dating myself, but we're going back ten fifteen years when westarted this and there were people who said there is no way anybody will everever, let you know where they are through their phone and now fastforward. People get pissed. If I pull up some vice ask something andsomething doesn't give me like an answer: Where's the closest pizza jointo where I'm standing then then they're irritated, because it hits that userexperience thing. Hoy' go someplace, I think, there's a genuine usefulness.You know honestly, like yes, we're trying to sell you stuff, but you know:Google has provided a genuinely useful set of tools and they start to makemoney off those tools, so they can't do they have to sell access to you, but,like you know, same thing with all this stuff, youknow, and I think that's the marketer's dilemma is. How do you be useful, notobnoxious and and ultimately marketers? That can be useful, like, for instance,and never a way off topic, but people who are getting emails in their inbox,like if you're getting an email from say your favorite Hene of your favoriteclothing companies and they know your clothing size and they know that youlook and there's a Hay. There's a sale on these things today we thought you'dbe interusted, Oh cool. I appreciate that you know, but if it's like nottargeted, it has nothing to do with you thenyou're like leave me alone, so yeah absolutely well. Now, I'm starting toget random texts, random text that are trying to market to me, things that arenot safe for work to talk about, and I don't know why I'm getting those butI'm they show up on my phone all the time. It's really invasive and annoyingand there's no an how I'm clicking on a link from somebody. I don't know, I'msmart enough to know hi could cause some seriously bad things that happento that right. All right. So, let's set s. If I can bring us back so let's talkabout visibly for a second. How did we end up with this solution with thiscompany right Wat talls about the journey? How do we get to stgeo founder,visibly yeah, so the journey really came fromI'm a pre professional. What you know what we do all day long is we leveshetheir party endorsements on behalf of our clients, and we get other people totalk about our stuff. That's what we do that's what pr does it was. It was anatural progression to see search in the same way. What's Lov other peopletalk about our stuff. Let's, let's these guys are showing up with thefirst page of search. Let's get them to talk about our brand because we can'tget there. That's a that's a natural thing for a PR person. I think about.Apparently no one else in the world thinks about that. So you know, as we were as we're kind of going downthis this path. With that, you know what the agency we realized, that therewere no tools to measure what we were doing a and I had a very simplequestion at the time and the question was an I'm a brand. Where do I exist insearch and nobody could answer that question?They could say I'll. Tell you what your website exists, I'll, tell you whatyour ads exist, but I can't tell you what your brandexists, because that requires third party measurement and that doesn'tthere's no there's no kind of solution intact for that, and so after I kind ofrealized that was truly not existent in the marketplace. I figured we Hav to we,someone has to do it. So that's that's where I kind of jumped from pr intosoftware- and I said: okay, let's, let's build a software platform thatbasically is a branda listening software for search engines and how canwe? How can we unpack the customer journey, a pack?How brands are reaching customers and deliver kind of Viale insits aroundthat awesome? And it's are we still runningthe PR agency too? Oh Yeah E H,... it all right. So if there were twothings you want listeners to start doing tomorrow to help with the searchresults, what what would it be? What would be tha if the two things if ouboil it down it just to thing yeah, I'd say that you know the first thing guysis work with your work with your teammates and cross. Functional teams,you know is, is not search is not just an SEO game. It's a PR game. It's anECOMMERCE game is an SEM game. All these teams need to like get around attable and figure out how to work together. Awesome number two: is youreally need to identify, search intent, and this is something we haven't talkedabout today, but search intent? Is the idea that that Google has to make adetermination about what? What do we want to see when we type in a keyword?Do we want to buy something? DO WE WANT TO C? Do we want to go somewhere or dowe want to learn about something? And once you unpack, search and tent, itreally opens up this incredible strategic playground that all theseteams can kind of contribute to because, like I said earlier, about the Qartzcountertops, it's like okay, someone's looking at Caurtz Bersograticcattertops, that's a purely informational search intent and youhave to deploy pr strategies to get there. Maybe Seo trategies, but mostlyte are strategies for they're down the futnel someone's looking ood by agrantit countertop, that's a totally different deploment of strategies.That's much more on I n on the on the SEO and also on the on the growth kindof commerce side. So you want to make sure that your wall position Don youknow with like home, Deebo or Los, or something but anyways those those arethe two pieces that team need to kind of work together on. I love it and it'sa great reason for people to reach out to dive further into that search,intent, conversation with you and with your organization, because that's awhole nother level, ohd, no another level of complexity. So,let's change direction a little bit, we ask all of our guess two standardquestions. The end of each interview, first is as a CEO in founder. Thatmakes you a target or prospect for many many people who are trying to sellstuff and I'm always really curious to know in this world. We live in whereeverybody is inindated in digital and we have more distractions than we cancount when somebody doesn't have a trusted referral into you, somebodythat you know or that you've had some type of relationship in the past justcold. It's totally colled what works for you when somebody's trying tocapture your attention and earn the right to time on your calendar, yeahI'd, say: There's a certain amount of luck, no question. That is the first time I have heard at.They have to know that. I need something and I haven't told them anyneed it. Yet you know so there's there's that and then I'd say numbertwo is just a personalization in understanding kind of who I am what mypain points are and so we're most of the services that werethat we're acquiring right now, ere on boarding, a pretty high touch and whereyou know, for instance, just the other day we had a hunt hunter reach out tous. That was good as hey wed like to head hut some people for you, I'm, likeyou know what it's actually good timing, because we're looking to hiher, but that was lot. They had also donethere. They'd also done research on who we were and like our market sector, andthey were experts in it, and they also said. Okay, here are three candidatesthat I think you would. You would be interested in talking to and here's whothey are and they followed up with the phone call, and- and I was like thisall of resonance- This is perfect. Like you save me a bunch of time. Thank you.So I love it well, N, saving time understanding your audience right.There is always that aspect aspect of luck, but I think if you can reallyunderstand who it is you're reaching onto and stop automated itis Markingishuge and coming from the PRK background, that's all we dea all day long is. Itis cold outrage a lot of it, but you, your your list, will be much better ifyou, if you just spend the time, make...

...sure that you're reaching the personactually wants to hear the message you have to say: Yeah, I love it Ilo, Ttall right last question: We called our acceleration insihe. You had one now Igave you two before, but now we're going to just brought it out and say inmarketing sales. Pr, one piece of advice that, if somebody listene to youactually believe, would help them hit or exceed their targets. What would itbe, and why Ohman I would, I would just say you know, get focused ondistribution. You know put your operations ahead of your marketing. Youknow make sure that your product is dialed. Make sure that you havesomething that is is well packaged and then focus on reaching the right people.I think that I see it all th time as an agency person that people put themarketing Ahoad of the product and- and I think that's always a recipie fordisaster love- it excellent, well chriuse. I can't thank you enough forbeing on the show day, if a listeners interested in talking more about thesetopics going into that search, antent, which anybody listening, I highlyrecommend you really dive into what that means, because it is crazy. Wheredo you want us to send them? Do you want is website Lake Al Smoke? I wellcheck out check out visibly it's vis ablycom. We have a free free tool upthere. No, no credit carder int, not that, like that required tohish checkit out, and I'm at I'm on Linkdin, so t at's a great place to reach me justChris Underscore Dicky, DH, ickey and you'll. See me a CEO of thatup visiblyawesome man. I really appreciate you taking the time glad we were able toconnect and do this today, all right. Well, thank you, Chaddn, all right,everybody that does it for this episode. You know the drill checkas out of B TOBre execcom share with friends, family coworkers. Let your kids listen to it!Er Watch it ECAUSE, I'm not sure, F we're going to use this video! It's youknow it's screentime, but hey! You got to good, looking dudes that they should.You know, taking a gander at and make sure that they're listen to the message.Until next time we aveval selling associates, which you wall nothing, butthe greatest success you've been listening to the BTBrevenue executive experience to ensure that you never miss an episodesubscribe to the show in Itunes or your favorite podcast player. Thank you somuch for listening until next time.

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