Built Online Podcast Episode 85 Summary: "How Organic Traffic Can Boost Revenue with Nick Musica"
Release Date: January 20, 2025
Host: Cody (A)
Guest: Nick Musica, CEO of Opticsin (B)
1. Introduction to SEO in E-commerce
Cody welcomes Nick Musica, CEO of Opticsin, a digital marketing agency specializing in SEO since 2019, with roots in the SEO space dating back to 2003.
Nick explains Opticsin's dual focus:
- SEO Services: Enhancing website visibility.
- WordPress Website Development: Building search-friendly, SEO-optimized websites for clients.
2. The Importance of SEO for Own Websites vs. Marketplaces
Cody highlights that while the podcast has discussed various forms of SEO (e.g., Etsy, Amazon), a fundamental understanding of SEO's role is essential.
Nick emphasizes:
- Ownership of Platforms: Utilizing marketplaces like Etsy or Amazon is beneficial, but having your own website ensures control and mitigates risks associated with platform changes or bans.
"[...] let's not ignore our own website because something can happen. Amazon can." [04:11]
3. Practical Steps to Start with SEO
Cody poses critical questions about SEO's relevance across different selling platforms and its tangible benefits.
Nick advises:
- Preserve Current Success: Continue leveraging platforms that are currently effective while building your own SEO-optimized website.
- Foundation Building: Ensure your website is technically sound to support content and link-building efforts.
"Your website needs to be crawlable and indexable by Google." [10:04]
4. Setting Up Essential SEO Tools
Nick outlines the initial steps for SEO beginners:
- Google Search Analytics & Search Console:
"Google Search Console is your bat phone to Google. It provides critical insights into how Google views your website." [10:38]
Cody adds:
- Implementation: Simply input your domain into Search Console to begin monitoring.
5. Structuring Your Website for SEO
Nick breaks down website architecture:
- Core Pages: Homepage, About Us, Contact.
- Product Pages: Each unique product should have its own page to optimize for specific keywords.
- Informational Pages: Content that addresses related queries (e.g., "What are great gifts for pet parents?").
Example Discussion:
- For a pet apparel site, having distinct pages for pet-themed shirts, cups, and accessories enhances SEO potential.
"We need to give it context in this big thing called the Internet. And if you don't tell Google what it is about, Google doesn't know." [14:39]
6. Content Optimization Strategies
Nick emphasizes the importance of clear, specific language in content:
- Avoid vague terms. Instead of "insurance," specify "car insurance" to provide context to search engines.
Case Study:
- An insurance company failing to specify their services in content led to poor SEO performance.
"If you don't tell Google what it is about, Google doesn't know." [14:39]
7. Understanding and Utilizing SEO Tools
Nick recommends SEO tools based on usability and functionality:
- Recommended Tools: SpyFu, Semrush, Ahrefs.
- User-Friendly Tools: Answer the Public, Uber Suggest (recently acquired by Neil Patel).
Strategy:
- Competitive Analysis: Use tools to identify what competitors rank for and understand search patterns.
"Put those competitors into these tools and you can see all the things they rank for and all the language that people use to search." [28:05]
8. Calculating the ROI of SEO
Cody seeks clarity on the financial benefits of SEO.
Nick breaks down revenue potential:
- Example Calculation:
- Keyword: 10,000 searches/month.
- Click-Through Rate (CTR): 20% (2,000 clicks).
- Conversion Rate: 2% (40 conversions).
- Average Order Value (AOV): $35.
- Monthly Revenue: $1,400 from one keyword.
- Annual Projection: Scaling up to five keywords could yield approximately $84,000 in additional revenue.
"If you do that with five more keywords. Yeah. So $84,000 in additional revenue from SEO." [33:44]
9. The Long-term Nature of SEO
Cody and Nick compare SEO to long-term investments:
Nick likens SEO to a 401k:
- Consistent Investment: SEO requires ongoing effort with rewards accumulating over time.
- Resilience: Unlike advertising platforms that can fluctuate, SEO builds a sustainable traffic source.
"SEO is sort of the same type of thinking like you own your own traffic in a way, like you're investing in your traffic long term." [05:51]
10. Building a Solid SEO Foundation
Nick outlines the three pillars of SEO:
- Technical SEO: Ensuring the website is accessible and efficiently crawled by search engines.
- On-page SEO: Clear expression of offerings and relevance through specific content.
- Off-page SEO: Building quality backlinks from reputable sites to enhance authority.
"Small businesses need to express what they do and who they do it for clearly." [15:48]
11. Overcoming SEO Challenges and Misconceptions
Nick addresses common SEO hurdles:
- Search Volume Accuracy: SEO tools often misreport search volumes, sometimes showing zero when there is at least one search.
"It doesn't have zero. It has at least one." [30:22]
- Avoiding Tactic Hopping: Focus on one marketing strategy at a time for sustained success rather than jumping between tactics.
12. Entrepreneurial Insights from Nick Musica
Favorite Business Book:
- "10x is Easier Than 2x": Advocates for transformative thinking to achieve exponential growth.
"You can fundamentally change how you think and function and get to 10 times the amount of revenue." [35:25]
Lessons Learned:
- Heeding Own Advice: Initially focused solely on client work, neglecting Opticsin's own SEO efforts. Realizing the importance of applying expertise to one's own business.
"I wish I knew that it was good to take my own advice." [35:35]
Advice to Aspiring Entrepreneurs:
- Skill Development: Build and master a specific skill before venturing out on your own.
- Consistent Effort: Commit to long-term strategies rather than seeking immediate results.
- Personal Assessment: Utilize tools like the Harrison Assessment to understand personal strengths and risk tolerance.
"If you have a skill to use and succeed or you don't. Right." [40:34]
13. Conclusion
Nick encourages prospective entrepreneurs to:
- Develop Skills: Gain proficiency in a domain before starting your business.
- Leverage Networks: Utilize existing connections for growth and referrals.
- Stay Committed: Understand that building a business requires patience and sustained effort.
Cody wraps up by directing listeners to Nick’s website and LinkedIn for further engagement.
Notable Quotes with Timestamps
- Nick: "SEO is sort of the same type of thinking like you own your own traffic in a way, like you're investing in your traffic long term." [05:51]
- Nick: "Google Search Console is your bat phone to Google. It provides critical insights into how Google views your website." [10:38]
- Nick: "Your website needs to be crawlable and indexable by Google." [10:04]
- Nick: "If you don't tell Google what it is about, Google doesn't know." [14:39]
- Nick: "If it's relevant to my business, I'm optimizing for it because people are going to go zero and their clients are going to go zero." [32:11]
- Nick: "Putting it all together, SEO requires technical excellence, clear content, and authoritative backlinks to drive sustainable organic traffic." [Not directly quoted but summarized from multiple points]
Final Thoughts
This episode provides a comprehensive exploration of SEO's role in e-commerce, emphasizing its long-term benefits, practical implementation steps, and the mindset required for successful entrepreneurship in the digital marketing landscape. Nick Musica's insights serve as a valuable guide for business owners seeking to leverage organic traffic to boost revenue.
For more information or to connect with Nick Musica:
- Website: Opticsin.com
- LinkedIn: Nick Musica