Mhm. Ladies and gents,

Stoy Hall, Host:
1:26

we're talking about SEO today. I know you've seen courses, coaches, consultants. You've seen it on YouTube, Instagram, TikTok, of all the things that you should be doing, and there's about 162 of them. Trust me, I've tried them. But today we've got the SEO queen Z Scott here, and she's going to walk us through what to do, what not to do, what's some best practices and be efficient with it as well. Yeah, hire her. Cause she's really good at what she does. So without further ado, Z, why don't you introduce yourself in a little bit about your business?

Zhe Scott:
1:56

Thank you so much story for having me on the podcast. My name is Z Scott. I am the founder and CEO of the SEO queen, two time Amazon best selling author. And I'm also a violinist and the founder and CEO of the SEO queen.

Stoy Hall, Host:
2:12

Violinist. See, I'm not good with instruments. I don't have, I don't have that. I'm good with art. I'm a foodie, so I can make some art out of food. But. No instruments for me. What got you into the SEO world?

Zhe Scott:
2:26

As a child, around the same time I started to learn how to play violin, I also was getting into computers. I turned in my first type paper in the fourth grade, and I was the only kid to have turned in a typed printed paper. I had a dot matrix printer, and I was using this software called PFS Write. I'm probably dating myself for those who have heard of PFS Write. That's before word came out by Microsoft. And yeah, that was my introduction to computers. And I always knew that I would go into a career and I take that back. I wanted to be an attorney, but I always knew I would use tech. And when I went to MIT, I knew I was going to major in something technology based, either information technology or computer science. When I saw how hard the Comp Sci majors worked, Course 6 majors worked at MIT, I opted for Course 15. With emphasis and information technology still took website development classes, database design JavaScript C plus. But I did not do all of course six. So yeah.

Stoy Hall, Host:
3:38

When you, since you're a business owner, you're a founder, you've written books. What was the mindset to get into being a business owner? What, why be a business owner? Why not just work for someone? Why go that route?

Zhe Scott:
3:51

I, when I was an undergrad, I had, I wanted to be an entrepreneur. I had watched my parents create a product and bring it to market as a tween. My dad wrote this software along with his friends called Biblicist Intelligent Bible System. And I watched them create all of these. And actually I was part of the manufacturer of the, Product. So I would help duplicate the floppy disks and package the software and everything in the box. And I went with them to sell it. And so that was my first introduction to entrepreneurship. And so when I went to MIT, I always realized I, in the back of my mind, I wanted to be an entrepreneur, but I really didn't think I had a good idea. So I just put it in the back of my mind after the I got my master's degree in public policy. I was working for this other company and I literally was being paid. I think my base was like 1, 667 a month plus commission. And that was just like, first of all, I was embarrassed. Second of all, it was like, it was just a bunch of things that had happened in my life. And I was just like, Oh my God, this is just not. And when I was interviewing for jobs, they wanted to offer me like 40 K when I graduated from MIT, I was making 60, 70, 000 a year. So I literally, at that point, I was like, okay, I'm running, I'm pretty much built this whole department from zero. He doesn't want to pay me. So let me just start my own company. So that's literally how it happened.

Stoy Hall, Host:
5:35

Dang. It's good to have that experience from your parents though, to, to at least give you a taste of it, to understand it, because we say this a lot is being a business owner sucks. Let's be real. There's a lot of things in it that suck, but it is one of the most fulfilling things you can do because you help so many people, you help your own family. But let's be real. There's a lot of hats we got to wear, right? What are a lot of things that we can be stressful?

Zhe Scott:
5:58

I wouldn't say it sucks. I think it, it can be stressful. I had a meeting with one of my mentors last night and just going over my numbers and doing a lot better than I thought. It's like perspective and gratitude is so important as an entrepreneur. Absolutely.

Stoy Hall, Host:
6:17

Absolutely. And one of those things that's tough to learn, at least on the outside is the SEO stuff. Why don't you talk to us about what is SEO? Why is it important?

Zhe Scott:
6:28

SEO is about connecting. It's about connecting with people who are looking for you on the platforms that they're just on, whether it's Amazon, YouTube, Google being duck, go search engine optimization is about just being. There and be invisible 24 seven. It's having your content and code of your website optimized so that when people are searching, they find you. And the only way to really do that is to use the words that people use when they are searching for you. So it, it requires a business owner, a brand to step back and ask questions. You have to ask questions and seek some data driven answers to have a successful SEO campaign.

Stoy Hall, Host:
7:13

And what does an SEO campaign look like? Let's use a little avatar. I'm a business owner. Basic website because that's usually how everyone starts. Where should I even start with this situation? If I'm selling a widget, right? Like, how do I even start? It's overwhelming. There's so many moving parts. Where should I start SEO campaign?

Zhe Scott:
7:35

I think the reason why a lot of marketing feels overwhelming is because people want that overnight success. And so they try a bunch of different things without consistency and don't move anywhere. And so the first thing I would do is, just Expect for things to take time. I have a client right now who literally has a a website that they're, they don't update it weekly. They update it like hourly because it's a news website. And there's a lot of challenges that come, but if you're starting from five, 10 pages in order to get to the six to seven figures. The eight figures, you need to accept that more is more, the more pages you have, the more traffic you attract. And so you really want to start with, your widget. So how can you use your widget? What is it good for? Those are great blog posts. What are people asking about your widget, finding that information? You can go to trends. google. com and you can look up. How people describe your widget and see which ways are popular. You can also look and see what's trending now and then just staying on top of the things that people are always asking. Plus addressing the trends that pop up is how you win and consistency. Whether it's you taking the time to blog weekly, daily, monthly, quarterly. The more you put in, the more you'll put out, you'll get out.

Stoy Hall, Host:
9:11

That's an important piece is blogging. I know there was a run on blogs. Oh, about a decade ago when it was like the hottest thing under the sun, everyone had a blog but they still reign true. We talk about in marketing and we hear it all the time is like radio is dead. Prince dead. Those types of things are dead. Can you talk to us about the importance of a regular routine of blogging and doesn't need to be daily or weekly. Can you talk us through like why blogging is so important?

Zhe Scott:
9:39

Blogging is really important because if you look at the lifespan of social media content compared to a blog lasts about 21 months. A real post, Instagram posts, Facebook posts, you're talking about, weeks compared to, a couple of years on a blog post. So you definitely want to invest in longer term, just like when you make a short and long term investments with your money, like social media is the day trade,

Stoy Hall, Host:
10:10

the

Zhe Scott:
10:10

day trading

Stoy Hall, Host:
10:11

stock and all that. The

Zhe Scott:
10:12

main stock, that's what the social media is. When you do blogs now you're doing, SMPs, you're buying and holding, you're buying and holding. So that's what, the blog post is when you build up. Your blogs, like right now I'm doing there's this thing called content decay on John Mueller and I forget her name. She's a senior technical writer at Google. They just did a a podcast talking about content decay and what that looks like. And, I'm literally going through my website, my client's website and deleting old content. That's just not relevant, not helpful or not. Fully fleshed out because it really isn't helpful to put out content that is, less than 300 words. Cause it's really not helpful. And people do read blogs. Like I know a lot of people that will do videos. Videos are good. They are helpful, when you're blogging, you definitely want to include like the written word. Like for me, it's I don't, I personally don't like to stop, pause, run it back. Cause I'll be, sometimes I'm listening to music or something else. So it's better for me to be able to read what I want to learn rather than having to watch and listen.

Stoy Hall, Host:
11:26

Absolutely. And so length, obviously we need more than 300. What's like a sweet spot for how long my blog should be.

Zhe Scott:
11:35

If you want to get on Google page one, 500 words, it's like the bare minimum to get onto Google page one, because there's a lot of phrases, long tail phrases that literally have no websites that are being optimized for it. People. Complain about the shifting of the algorithm. But one thing that you can do a hack to get around the shifting of the Google algorithm is going with the shifting of the keyword demand. When you really understand your keyword economy and keep your finger on the pulse of it, you can create content that nobody else is going after and get and stay on Google page one that way.

Stoy Hall, Host:
12:10

You bring up a fantastic point. And that's the keyword economy. So talk us through like, how can someone without hiring someone, of course, Really get to know their keyword in their industry. And understand like, where can I attack?

Zhe Scott:
12:26

Okay. So a lot of people are doing this, which I think this is it's not good. They'll go to chat GPT and try to do keyword research. That doesn't work because chat GPT number one is not a Google product. And number two, they don't have, they it's a box. It's a language model in a box. That's not connected to the internet. It's fed at intervals on unbeknownst. To the public when they get their data updated. So what you want to do is you want to tap into Google's data so you can understand how people are searching and what numbers, and that way you can prioritize your content that way. And so free tool that you can use to tap into is Google's AdWords keyword tool. So if you go to ads. google. com and then you can find the keyword planner and you can pull the keyword. Searches from there. And so basically if you look up, say you sell a widget, you want to find all the keywords that have widget in there. Now, if your widget is helpful and it's helpful to do X, Y, Z, then you want to do look for, how can I do X, Y, Z, and then you want to find those keywords and then you want to create content that addresses that you're providing value with a call to action at the end. To purchase your widget. You have to, people are constantly looking for information, and if you position your brand as a place where you can where people can go and get really helpful information, they're going to go there. Like, when you think about medical information, what brand pops into mind? What? WebMD. Exactly. Exactly. WebMD is what pops into mind. And If you need something, you'll go to web and D. now, if you're looking for a recipe. All recipes. That's who I think of. I think of all recipes. com. If I can't find on Google page one, something I'm looking for, I'm going to just go to all recipes. com and see what's there. So a lot of these websites use traffic to monetize because they serve ads. So you're not always going to have to pay for the information that you need. So as a business owner, you have to remember that and you have to Put value out there.

Stoy Hall, Host:
14:40

I yeah and you see it all the time and it doesn't matter what industry you see this all the time You've got those people that are always selling the education, right? Not necessarily buy my book but buy my course sign up for this sign up for that

Black Mammoth:
14:54

You

Stoy Hall, Host:
14:54

have to also give value for free like you have to be able to educate

Black Mammoth:
14:59

people

Stoy Hall, Host:
15:00

And understand that there is first of all, there's so many people out there like billions I mean i'm sure you're gonna if you have a widget and selling it You can be successful. There's too many people, but you need to understand that there is people who will always buy from you, though people that will never buy from you and all of everyone in between. But in order to attract somebody, you need to be able to give some value. And I love blogging. I do it all the time. Literally just wrote three on Monday because all of a sudden I see wealth mindset was popping and I was jumping up there. So I'm gonna hit on that a little more. But ultimately what you're trying to do is just be you, right? Just be real, give someone real information. Just how you talk every day. And you'll be shocked that, what people come back and say, I read your blog. I saw this. I love the way you speak, but the fact is it's when they're ready to buy, we can't force people to say, yes, you can't force people to buy, but you can be top of mind and triggered when they're ready. And ultimately when they're ready. How important are backlinks in SEO traffic?

Zhe Scott:
16:06

They're very important. But, again, I've been tapping into a lot of different blogs and podcasts lately. Like I'm on like Search Engine Watch, Search Engine Journal listening to John Mueller with Google and they're saying, oh, and also Neil Patel I follow him. Not all of us have Neil Patel money. And then you go to the SEO queen. But one thing he's been talking about is just. how important are backlinks. And for me, when I launched the SEO queen in 2017, I just did not like the traditional backlink building strategy. I did not like the article marketing. I've never done that for my clients. Never. All my clients that I've gotten on Google page one, what I've utilized is backlink marketing. A two fold strategy. Three, three, three fold. So you have your citation building citations. I was kicking and screaming on that, but I finally created my own system that works. It's automated for citation building. That's really important for backlinks. Second one is Pinterest. Pinterest. Is awesome because it is not only sending a social signal, but it's also able to be a backlink. So when I was looking at search console for a client, I saw that Pinterest is popping up on the link. So Pinterest is. I say it's both because that's where I got my data from Google. So Pinterest is another source of backlinks. And then the third source is digital PR. If you want your brand to be out there in the marketplace, whether it's locally statewide, nationally, globally, you have to get links on platforms that people go to every day. And that is the news media and really popular blogs. And so that's. I built links for my clients is through digital PR.

Stoy Hall, Host:
18:12

And when you speak of digital PR, are you talking about pay to play mine? I pay for you. Yes. And I'm talking about that. I'm talking about pay for me to be on someone's blog, pay for me to be on someone's podcast. When you speak on that, is that what you're talking about? Or just because of your relationships and what you've built these people are wanting these types of people.

Zhe Scott:
18:31

It's, this is the thing that is frustrating to me. It's there's so many different scenarios. Like I just got approached by someone who had a story that they wanted me to put out there, but they didn't want to pay me to do it because they're like, okay, I have a name, blah, blah, blah. And so there's a lot going on in the PR world. So you have those who are creating the stories who thinks. They shouldn't have to pay to, to be on these platforms. And then you also have, up and coming businesses that really don't have a name and they have to get out there. And so I really specialize in helping businesses who may not be covered in major media to get that coverage and our book of relationships, our combination of just relationships. and also pay to play. So if you're doing digital PR on your own, you can always go to connectively, which used to be called helper reporter out to submit pitches for two reporters who are looking for sources. And so that's the way you can do, get those links to help boost the visibility of your website.

Stoy Hall, Host:
19:43

And I would probably say then also try to build a relationship with those reporters. And network and grow, I would assume as well, right?

Zhe Scott:
19:50

Yeah. The networking piece is so important. Like I literally, I went to an event earlier this year and when I heard. who was in the room. I literally, I worked that room so tough. Oh my gosh. I was just like, and what's so crazy is I now am contribute on a regular basis to this new site because

Stoy Hall, Host:
20:15

little fun fact, everyone listening, business owner, don't matter. Networking in life is about who, not necessarily all about what you know. Just fun fact

Zhe Scott:
20:24

and I struggle with this because, I spend a lot of time working in my business. I'm a single mom, so I love my son. So I want him to have, hot meals. I'll be making the lentil soup. I'll be, making the turkey. I'll be in the kitchen cooking. So if I had a choice to, take care of my son or go out and network, I had to, so it's for me, it's definitely, I know I should network more, but

Stoy Hall, Host:
20:52

yeah, but this is we're networking right now. We're chatting on a podcast and providing content, but this is networking and when things come down the pipe, I've got a name to go to, right? We've built a connection. I'm the same way. I got two boys who are in sports. Both my wife and I played collegiately. So like sports are a big deal. I love to cook too. I don't have free time to go out to a networking event. But what I do have during the day is to chop it up with people to learn from them, learn their business. Figure out how we can connect one way or another. That means more and does more for your business in the long run. Like we talked about the whole short game, long game, right? This isn't a meme stock situation. This is your Apple S and P 500 longterm, but like you building these things and they come up and it's true, you just have to have a network of some kind because you never know what comes down the pipe later of Hey, is he not connected? We're connected to this happened. Oh, right now we're writing a book or something like, like you just never know. And it's so important to just put yourself out there, get on podcasts and just be comfortable with who you are and what you're representing. There are so many people in this world. And I said it before, there's so many people in this world that there's a lot of people that will like you, just you for you.

Zhe Scott:
22:07

Oh yeah, absolutely. Absolutely. You have to find, it's kind of cliche, but. You have to find your tribe, your group. That's what people say. But, for me, like I wanted to go back to the. Like just the perspective or the mindset around content creation as a business owner. You know that if you have an email list, only 6 percent of anybody on that email list, I'll be ready to buy. And so when you're creating content, and if you're worried about, how much you share with people. Remember this, there's going to be some people who stick and stay in your ecosystem that will never buy from you. And I know this because there's some ecosystems that I stick and stay in that no, I'm not going to hire them. No but I have a lot of respect for them, right? I, and I appreciate what they do. And if I were ever asked to give a testimonial, I would give a testimony on a heartbeat and say this person is the real deal because I've taken their money, taken their advice literally to the bank. So you have to remember that, when you're creating content, that's the other piece of SEO is the social proof. Those reviews, when you have a lot of positive reviews on your Google business profile, that helps your visibility in map results. That helps your visibility in web results. So when you get those reviews, those positive reviews, and it also helps with your link building. If you are getting a lot of positive reviews for your widget on Google, my business, your business profile, and also Amazon and different platforms. If you have a CPG, Company, you will get picked up and linked to by different websites because there's a lot of different websites like, uh, the SEO queen. We just got recognized last month by design rush. And before that, we've gotten linked to by clutch. co we've also gotten recognized by expertise. com as one of the top SEO companies in long beach. I did not go out and knock on those doors. I didn't because a lot of link building people say, oh, you have to, create this long. You have to figure out your target and email people. Do the outreach and no, you need to be excellent and put out great content and people want to link to you. Get those reviews. Those people in your ecosystem, they may not buy from you, but if you are intentional and asking for those reviews can be the seeds that help to move your company forward. So I always ask people for reviews.

Stoy Hall, Host:
24:56

It's a great idea to do it. As we near the 30 minute mark. What is one thing you want to leave everybody and all the listeners with that will help them take that next step in, in their journey, specifically when it comes to SEO or content creation. What's one thing you want to take them to take with them to take that step forward?

Zhe Scott:
25:16

I created the algorithm magazine, and this magazine is great because it has a lot of great information about the shifting of technology in this algorithm age. We look at GA4 in that issue. We're looking at chat GPT versus Gemini. And so just really understanding as a business owner What is happening? Cause a lot of business owners don't understand who to trust. They don't know where to start. And instead of doing anything, they do nothing because it's you, there's so many conflicting voices in the business arena. And so I literally, I'm part of, I don't know how many businesses make more than six figures, it was a black owned women led. Business. I'm like part of a two or 3 percent or something like that. I'd have to go back and look at this data, but I literally built this brand. Like in 2017, I launched it without a business plan and I literally, I just knew what I wanted to do and just execute it. It took massive action. And so it's really important for businesses to To tap into. There's a lot of free resources on seo queen.com. That'll definitely be helpful in determining your next steps in the growing of your company. How do we get that magazine though? How? How do we get that? Just go to the algorithm magazine.com or you can go to seo queen.com. There's a link there too, but the Algorithm magazine, and it says Buy an issue. At the top of the page like that. Yes. Real easy. Fine. There we

Stoy Hall, Host:
26:51

go. I usually end it there, but I do have a question for you. And this is more of a little personal one is you've written two books. How is the book writing process and what has it done for you after? Because that's a long term play too. But talk us through a little bit on the book. I've been looking into doing it myself.

Zhe Scott:
27:09

I think, if you go onto Amazon and if you have a book idea, you can always see whether or not your perspective is being represented there and what, being an author, like I've written, uh, SEO training 2017, I contributed to I am worthy and beyond adversity, those beyond adversity. And I am worthy of the two Amazon bestselling books that I've been a part of this year. And then I have SEO training 2014. 2024. And then I also have my memoir black, brilliant, and maybe bipolar, which you can sign up for the email list on Black, brilliant. And maybe bipolar.com. And that book is gonna be coming out soon too. So I love to read. When I was growing up, I love to read. I love to write. And when you, when it comes to writing a book, a lot of people are saying, Oh, just use chat GPT, use that, but it doesn't write in your voice. What I recommend is create an outline of your book and then work your outline and then decide when you're going to release it. Cause the thing with writing is like. You can always make it better. And so you just have to decide when it's good enough for you to feel comfortable for it to be out there in the wild.

Stoy Hall, Host:
28:30

That's just business in life too. Like you can always work on something, make it perfect. And the thing is you got to get it out there and you got to let the people know, and then you can adjust from there. But if you don't, then what? No one knows it and you're just sitting there and you're not going to be successful that way.

Zhe Scott:
28:47

And that's the case on one of my books that I have to, I've been, oh my goodness, this book is written. It is so done. It's been done. Let's

Black Mammoth:
28:54

get it out, Z. Come on,

Zhe Scott:
28:55

let's go.

Black Mammoth:
28:57

Yeah, but it's intensely personal. So that's fair. That one's probably a little

Stoy Hall, Host:
29:01

more difficult, but I appreciate you. The SEO queen, everyone we're going to have all the links, all them links you just talked about. I have so many

Black Mammoth:
29:09

links

Stoy Hall, Host:
29:10

and if you have questions this is the only ask we ever ask from you on the podcast is communicate, engage with us all on social media. Ask us the questions we're here for you. We're here to put the content out for you. Do not be afraid to reach out. We're not going to charge you an arm and leg. We're here for you. So engage on our content. That's really all we ask.

Black Mammoth:
29:30

The preceding program was sponsored by Black Mammoth. Any awards, rankings, or recognition by unaffiliated third parties or publications are in no way indicative of the advisor's, future performance, or any individual client's investment success. No award, ranking, or recognition should be construed as a current or past endorsement of Black Mammoth. Information regarding specific awards, rankings, or recognitions is available on the Black Mammoth website, www. blackmammoth. com. All investment strategies have the potential for profit or loss. Investment strategies such as asset allocation, diversification, or rebalancing do not assure or guarantee better performance and cannot eliminate the risk of investment losses. There are no guarantees that a portfolio employing these or any other strategy will outperform a portfolio that does not engage in such strategies. This broadcast should not be construed by any client or prospective client as a solicitation to affect or attempt to affect transactions and securities or the rendering of personalized investment advice due to various factors including changing market conditions. The information discussed in this broadcast may no longer be reflective of current positions or recommendations. While information presented is believed to be factual and up to date, Black Mammoth do not guarantee its accuracy and it should not be regarded as a complete analysis of the subjects discussed. The tax and the state planning information discussed is general in nature and is provided for informational purposes only and should not be construed as legal or tax advice. Listeners should consult an attorney or tax professional regarding their specific legal or tax situation. Past performance is not indicative of future results.