What Expert Authority World™ is saying about the show:

  • Crisp and interesting interviews
    by Joel Goobich from United States

    As someone who created one of the first podcasts dedicated to video marketing, I was very impressed by your recent episode about using video. Your interview style is crisp and interesting

  • If you are in business, this podcast needs to be on your playlist.
    by Macstephen1 from United States

    Mario has a great conversational style that helps his guests shine. This show is a must if you have an entrepreneurial spirit. It provides thought provoking content that will help any businessperson in their quest for success.

  • New Subscriber here and on your YouTube Channel
    by Angela Brown Oberer from United States

    Wow Mario you have a real knack for interviewing. You ask great questions and have a fun way of keeping the conversations lively and interesting. After listening to your episode with Owen Video I subscribed to your podcast and then I hunted you down on YouTube. High Five and great job!

  • Very Professional & Engaging Show!
    by Mitche Graf from United States

    Mario is extremely engaging and can hold your attention, and is a great interviewer! He has some great guests that really get into the details of running a successful business. Keep up the great work Mario!

  • Great Content
    by Pilar S. from United States

    Excellent! LOTS of advice from experts. The most recent episode talks about speaking–a must-listen for anyone who presents or is thinking about presenting.

  • Great content!
    by @Mentally_Strong from United States

    I really enjoy your podcast each time I listen. The content helps any entreprenur level up with they do. Keep it up and thanks for each episode.

  • Professional and Informative
    by Bruce at Mindfulness Mode from Canada

    Mario Fachini is an excellent interviewer and has terrific guests on the show. I highly recommend this podcast.

  • Great Podcast
    by Amber Fuhriman from United States

    I love the topic of this podcast. The episode with Tod Lindsay is super super helpful!!

  • Great find!
    by Reed Stiles from United States

    Great message and content. Stumbled upon this due to the cool logo, stayed for the content.

  • Great show and great host!
    by Laurapowers44 from United States

    Love what Mario offers! So glad he is doing his show and providing all this helpful info! Keep them coming!

  • Walks the walk
    by Me15463 from United States

    Mario encapsulates everything he talks about on the show. Be sure to tune in to this!

  • Honest and authentic
    by Deano3622 from United Kingdom

    Wow, just come across this podcast. Mario is such an awesome guy. He comes across so honest and genuine. Loved the content. I honestly don’t know where you find the time?! Keep it up Mario, love how honest and real you are!

  • Walks the walk
    by Me15463 from United States

    Mario encapsulates everything he talks about on the show. Be sure to tune in to the this!

  • Great and insightful!
    by Karty12345 from Australia

    I really enjoyed this podcast, so much relevant content. Thank you!

  • So much Value..!
    by Alex Dali Rizo from United States

    Great content, I really recommend this to any Entrepreneur looking to excel in their path, Mario brings topic experts to teach and inspire your day

  • Inspirational Intentional Information
    by 10Kforte from United States

    This podcast shares the stories from people that are doing whatever it takes to rise up and help others along the way. “What Are You Made Of” is one of the many messages shared on the podcast. There are so many takeaways that are applicable to anyone. I really enjoyed listening.

  • Wow!
    by Tyscoaching from Australia

    Just listened to the 'rescue site AED Program' episode! If you love epic stories and inspirational people, this is the podcast for you!

  • Motivation on Tap
    by AnthonyPGarcia from United States

    Mario brings on some of the most impactful entrepreneurs to hear from. He dives into the key performance factors of their business. He extracts information very well and keeps the show flowing very smoothly. Definitely a show to subscribe to!

  • Starting a Movement
    by JustMe2say from United States

    There are many areas of business and entrepreneurs have an opporunity to gain some insight with this podcast. Excellent interviews!

  • Great Podcast For Entrepreneurs!
    by The Big Game Hunter from United States

    Full of knowledgeable guests and useful information that will help you accomplish your goals in business and in life!

  • Mario Truly Care About His Guests
    by Podcast Junkies from United States

    Having met Mario and spent time with him at Podfest I can truly say that he is passionate about his show. He’s genuine and that clearly comes through in his own story and what he brings to every interview.

  • Put your thinking cap on!
    by Sergeson from United States

    This is probably one of the most information dense podcasts I’ve listened to in many moons. Each episode could easily be expanded out into 2 or 3 hours. Mario does a great job of asking the right questions to get his guests to reveal great tips, tricks and advice. Sure a lot of information can be applied to an entrepreneur but I found a lot of advice applicable to my personal life. This podcast is definitely worth my time to listen to and I’m looking forward to more episodes to come. Great job!

  • Relavant for anyone!
    by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Mario nails it!
    by Mickiezada from United States

    I've listened to Mario for a long time...his podcast is well produced, his guests are influencers and authentic authority, and chock full of insights and inspiration for entrepreneurs. Love it!

  • Mario is the real deal
    by jamesnewcomb.io from United States

    I’ve known Mario personally and professionally for over a year now. He is genuinely interested in helping people succeed, and consistently over delivers in his interactions and valuable advice with fellow entrepreneurs, podcasters, what have you. In this era of showmen who “give value” only if they think they’ll get something in return, Mario stands out as a man among men. Listen to his show and learn what true leadership and value in the marketplace mean.

  • Listening On My Entrepreneurial Journey
    by FromLisa2 from United States

    I was surprised when I stumbled over the servant leadership that shows up in these episodes. It's collaborative. It's focused on relationships with clients versus transactions. I especially enjoyed the episode on getting clients without "selling" because it's more about genuine relationship building.

  • A Gift
    by Lisa Vogt from United States

    Mario uses all his talents, gifts and abilities to produce this life affirming show. It's incredible that we are able to grow our abilities and develop our talents and gifts just through subscribing and listening. Thank you Mario!

  • This show is ON FIRE!
    by tibor.mindsethorizon from United States

    Love your show Mario! Your niche is close to mine but I focus more on mindset and manifestation in a business setting. I tuned into episode #103 with Karen Brown which is dope! Keep up the great work!

  • Entrepreneur Must Listen
    by HWoodwriter from United States

    If you’re an entrepreneur this is a must listen show. So many inside tips and thought processes behind moving your business forward. Mario does a great job with the guests by asking the right questions at the right time. He and his guests give the information you need to grow your business and leadership skills.

  • What a show!!
    by CWLuecke from United States

    Man, do I love interviews with world-changers! Mario does an excellent job gathering the cream of the crop for his show and giving insightful interviews. Check it out!

  • Loved it!
    by Seodrigo from United States

    This interview was very enjoyable. Mario brought on a wise guest by the name of Michael Lauria. I loved the interview and Michael's perspective on the topic. He had wonderful insights and around min 31, he hit something very profound. Excited to share what I learned today with others. Way to go!

  • Great listen
    by trinity3712 from United States

    Good listen. Great range of guests and topics. Something here is you keep listening will help you in many areas of life and leadership b

  • Great Knowledge!
    by Jon Vroman FRD from United States

    Great show Mario! So much valuable information in one episode!

  • Excellent show, very imformative!
    by Shaolin Soprano from United States

    Mario loving the podcast bro, great content, immense value. Enjoying these interviews!!!

  • Helpful Information!
    by The Medicare Nation from United States

    Love the valuable information on these episodes! Lots of tips & tricks for every Entrepreneur to use. Kudos Mario! Diane Daniels Host of Medicare Nation

  • Love Mario’s Attitude
    by marisaimon from United States

    Mario’s heart shines through his interviews, making these fun and positive, and the people he brings on offer such a wealth of knowledge.

  • Lots of Great Info!
    by DarlajPowell from United States

    Mario provides lots of great info and advice in this 7 day a week show.

  • Great Content!
    by LanceJohnson_ from United States

    Mario does a great job of share valuable information that every entrepreneur could use and apply to their journey. Great work! 🙂

  • Important information!
    by Allmenow from United States

    Very engaging information. Mario draws out experiences and knowledge from his guests. Loved the show!

  • Difference-Maker
    by Unlimited Beliefs from United States

    Mario is a master at bringing out, shining a light on, and internalizing the difference-making mindset. His knowledge and experience and mission enable him to synthesize information into diamonds for all of us! What you want is accessible by taking in this show!

  • Excellent Information
    by Stallion golf from United States

    Great advice and information with a wonderful blend of topics! Loved the episode with the british healthcare professional and the ideas shared on how to make the industry better.

  • Motivating and valuable information
    by Calvin Javier from United States

    Great insight on mindset from business leaders and entrepreneurs making things happen. Definitely worth your attention. Will be listening and learning more!

  • Good information
    by FIRE NATION! from United States

    Engaging interview with a british health pro, I was surprised to hear the similarties and the application she has for making healthcare better

  • Greatness
    by MiaSportFanatic from United States

    Have had the chance to listen to one show so far but man, we should be paying for this information. Lots of greatness. Thanks for the heart to serve.

  • Listen to the experts - and thrive!
    by The Marketing Book Podcast from United States

    There's a lot of advice out there these days but, sadly, a lot (and I mean a LOT) of is from people with little to no expertise. That's not the case with this gem of a show. Listen to what the experts say and profit from the experience!

  • Show is amazing!
    by JohnnySwim32 from United States

    I love learning about mindset and how to master my thoughts. This show provide the tools!

  • Great show!
    by Jefferson_79 from United States

    Great information for all businesses.

  • Good value!
    by Audrey purplele from United States

    Great information that applies to any business! I really felt he provided value for my time.

  • Interesting Topic
    by Eric Oler from United States

    Interesting topic. Great interviews. Keep up the hard work!

  • Helpful Advice from Experts
    by ichuck2 from United States

    Mario talks to experts in a wide range of subject matters and asks good questions to pull out helpful advice.

  • What a great show!
    by Christopher List from United States

    Mario really brings out the best in his guests. The police dog trainer had such a great story. Can’t wait to hear more!

  • Great!!!
    by tommye w-c from United States

    Great podcast, awesome guests, incredible host!!!

  • Fun & informative
    by Saoirse Sky from United States

    Some people want something fun, others want something informative. This podcast gives you both!

  • Great show!
    by CJThomas6 from United States

    Very inspirational show! Appreciate the advice and thoughts shared by the host and his guests!

  • Great podcast
    by Rosie81200 from United States

    Great podcast! Love hearing about the guests’ journeys and what they learned from them.

  • Never Stop Learning!
    by Terri in Fairhope from United States

    Tune in to this great podcast and host! You're probably really good at what you do (top of your game...an Expert Authority), but there is always more to learn...streamline processes and gain more freedom in your life. It's not always about the bottom line. This one is worth a listen!

  • Amazing!
    by KatieBrooksIV from United States

    If you're looking for inspiration, tune in to listen to Mario and his top notch guests. I find that I am always much more motivated after listening to an episode of Expert Authority Effect!

  • Wonderful show!
    by @IV-Heather Tieben from United States

    Mario is a great host & puts on a wonderful show. The quality of his interview guests and entire production is impeccable, I couldn't recommend Expert Authority Effect more!

  • You Will Not Be Disappointed!
    by Composer 1853 from United States

    Mario does such a great job of engaging his guests from several different disciplines.

  • The hardest working man in Podcasting
    by EOFire.com from United States

    Mario brings the HEAT with real energy and FIRE...don't miss the meteoric rise of this show! ~ John Lee Dumas

  • Great interviews and guests!
    by Mel Good Karma from United States

    Thanks for hosting such great interview guests. Look forward to hearing more and kudos on so many a week and also videos!

  • Fantastic
    by Jason A. Duprat from United States

    Awesome podcast, going to be adding this one to my list. Interesting topics with great interviews, good sound quality.

  • Enjoying!
    by Slordan from United Kingdom

    Enjoy listening to Mario and how he opens up the conversations to ensure it’s as relevant to us as listeners!

  • Nice variety and interesting topics
    by emjgreen from United States

    Love the variety of topics presented here on this show. Looking forward to listening to more of Mario's show.

  • Super Mario
    by jamesnewcomb.io from United States

    Mario is the real deal and BRINGS IT to his own podcast and everywhere he interacts in the world. If honesty and vulnerability bother you, please move on to the next podcast.

  • Great Content! Great Interviews!
    by No BS Mompreneur from United States

    Wow! Really enjoy listening to all these fabulous expert authorities!! Lots of valuable take aways that I can implement into my life. I will continue to listen and share with others!! A+++

  • A great addition to build authority and create an impact
    by Cloris Kylie from United States

    A great addition to build authority and create an impact. Also, a different twist on the topic. Engaging. 5 stars!

  • Filled with motivation and ideas
    by Thomas O'Grady, PhD from United States

    Mario does a great job interviewing and pulling the stories behind people's stories or success. Good pleasant listen. If you are in a journey of your own, these episodes will give some things to bring into your on life.

  • spartancv
    by spartancv from United States

    Great job following your passion, your purpose and creating this podcast to help serve others! Keep up the excellent work.

  • This podcast is the bomb
    by Posturedoc from United States

    Mario always crushed it, and this podcast is another example of his amazing insights and knowledge!! Great work.

  • Wow - love the video show.
    by Thehighenergygirl from United States

    Thank you for the encouragement and tips on how to succeed on video and the repurposing idea.

  • Motivating and Inspiring!
    by KatyJoyWells from United States

    Mario brings such enthusiasm to his shows and his content is fantastic. I’m always learning new things to implement or new ways to grow, thanks Mario!

  • What a great show!
    by Gene_HPLN from United States

    Awesome podcast! Mario brings great topic, great guests, and it is very easy to listen to. I definitely recommend for anybody interested in business success!

  • It's great
    by Ian Ryan from United States

    Just had a chance to check out your most recent episode appreciate the great insight! Great delivery from the host & can’t wait to dig into future content.

  • Love it!
    by Brendan @ Entrepreneurs&Coffee from United States

    I love that this interview podcast doesn't feature the same old folks that everybody has on their show. Keep it up, Mario!

  • Amazing!!!!
    by Lindsey Russo from United States

    This show is so impactful! Hearing from the experts and how they take authority in their space is so amazing. Looking forward to more episodes!

  • Learned what I didin't even know I needed
    by Camilla-Jean from United States

    Great info. I love the Q episode because I get just quic interst snippets that may get me thinking about where my business might go.

  • Fabulous Interviews!
    by Life&RelationshipCoach from United States

    Mario does a fantastic job interviewing really interesting and successful business people who explain how they got to where they are - tips you won't want to miss when your trying to grow your business! Keep up the great work Mario! Coach Riana Milne

  • A+ Show
    by Gisele_Oliveira from United States

    I love this show. It's so entertaining and I learn a lot from the interviews. I highly recommend this show if you want to level up his game as an authority.

  • Inspiration, transformation, success stories!
    by Chabo101 from United States

    The title of this review should just be enough but it is just more than that. Its life lessons, its listening to personal struggles and how they over came those struggles. Love to hear from people that change the world through their struggle and the lessons that i learn from them are just more than amazing. I love this.

  • Great interviews!
    by AlyciaDarby.com PodcastManager from United States

    These interviews are well done and his guests are prepared to give really specific insights and stratagies... great podcast, Mario!!

  • Inspiring story of courage
    by StrongHeart<3 from United States

    I love that she found gratitude in her circumstances. lorie is an inspiration

  • Powerful!
    by The Food Heals Podcast from United States

    Mario's interviews cover a variety of topics and provide great value in all areas of your life! Episode 15 discusses how change is temporary and transformation is permanent which was really powerful for me. I love this message! Thank you!

  • Great content!
    by Blakeob85 from United States

    Great answers to common questions many entrepreneurs have! Thanks Mario for sharing your and your guests' insight!

  • Real Actionable Tactics!
    by MattBMaverick from United States

    What I like about Mario's podcast is that he pulls out actionable tactics from his guests that we, the listeners, can actually use. Great show!

  • Great Listen!
    by Real Estate Investor from United States

    Mario and his guests provide useful techniques to succeed in any business venture. The interview style promotes learning through real life examples of his guests. Great listen!

  • Great interviews!
    by Matt B 1818 from United States

    Love hearing these interviews and learning from people who are top in their industry. Mario is a great host and is not afraid to share his emotion!

  • Love it
    by Duffash from United States

    I love hearing interviews of successful business women and taking away what I can learn from their journey. Mario is a great host! I have enjoyed what I have learned so far. Congrats on the launch of your new podcast!

  • Strong, professional, enthusiastic!
    by pm legs from Canada

    If you're looking for an interviewer who's going to take you to investigative places to help you be your best you, through your professional life, you'll love listening to Mario!

Listen To The Episode

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Resources Mentioned

• Business Book Checklist

Google Analytics

YouTube

People Mentioned

Sponsors

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What You’ll Learn In This Episode

[[2:19]] How Lee went from Hollywood films, records, and TV to SEO marketing

[4:28] User intent marketing to get ranked on Google

  • The same strategies from just 6 months ago could get you banned
  • Creating the right kind of content for visitors

[6:07] Exact process for creating amazing content for your audience

[11:25] The best kind of clients to get SEO results quickly

[16:08] Using Google Analytics to get the best results

  • Free to use
  • Tells you exactly the activity users are taking on your site
  • Big Win steps to take for good SEO results

[18:32] How to optimize website content for results

  • Ideal image resolution
  • Using a CDN to load your website more quickly

[21:42] YouTube video SEO process

[23:50] The biggest problem Lee helps SEO clients with

  • Talk about your customer’s problems
  • Fastest path to the cash: Show your prospects how you can help them

[26:07] “Content is King” and what it really means

  • Creating more high-value content for your audience
  • Putting your customer first in all you do

Episode Transcript

Click Here to Enjoy Reading the Full Episode Transcript

Intro  [0:00]  

EA Interviews, Episode Seven. Inspiration, transformation, success stories and the imperfect action round. Seven days a week. Join Mario Fachini for today’s Expert Authority Effect interview.

Mario Fachini  [0:13]  

What’s shaking, Expert Authority Nation? Have you ever thought about how the internet really works? You know, how do searches work? What happens when you actually type something in? Have you ever wondered, how do I get my business on the first page of Google? I have. And I’m excited because on today’s episode, I have none other than Lee Watters SEO expert, inbound marketing consultant, innovative thought leader and president of the Watters Group. He is responsible for helping professionals and companies position themselves as experts in their marketplace. And for over 22 years, he has been working in the digital marketing industry, creating content and improving the online visibility of his clients. With a background in audio and video production, he helps his clients showcase their brand and uniqueness. One of his superpowers is to help his clients create their own unique selling proposition, or USP, that separates them from from the competition. He works with many local nonprofits such as WiSH Education Foundation, Circle of Hope, and as a board member of the Boys and Girls Club of Santa Clarita. Helping is a very big part of his life. As a Santa Clarita resident for 23 years, he lives with his wife Cindy, and his two stepchildren Sabrina and Spencer. I’m going to bring him up right after we thank our sponsor.

SPONSOR – Crystal  [1:31]  

First there was Siri, then you started talking to Alexa. But have you met Crystal? Because she knows all about you. Understand anyone’s personality on LinkedIn with the simple Chrome extension you can get from EAInterviews.com/crystal. Once again, EAInterviews.com/crystal

Mario Fachini  [1:50]  

Hey, Lee. How’s it going? Great to have you here.

Lee Watters  [1:53]  

Doing great. Doing great, Mario. How are you?

Mario Fachini  [1:55]  

I’m feeling awesome. I’m excited to have you here. I’ve been excited about our episode for a while. So you know, I know you’re an SEO expert. And you’re going to share that with the audience. And we can get into the details. But the first thing I like to start everything off with is what’s your inspiration for starting your company? Why did you choose to do this one? There’s so many different options out there for what you could do with your time in your life.

Lee Watters  [2:19]  

Well, it all started, I think, back as I was doing production in Hollywood, between records and film and television. And as that industry started to change and come to a close – for me, anyways – I started looking at other things. And the internet kind of was breaking at the time, 94, 95 that type of thing. And the less I like spending on a soundstage, I start figuring you know, what’s going to happen here with the internet, everything’s going to come down this line. So, I’m gonna go figure this out and kind of bailed and everything else. And I started a streaming company. And we started streaming audio and video back in the early days. But the problem was, homes didn’t have high speed internet, so didn’t work out too well. So, I kind of got into other things. And then I got interested in Search. And that’s set back and was like thinking, well, how the heck do you find anything on this? How do local businesses get found on this thing? And at the time, all we had was AltaVista and Yahoo. And just kind of fell in love with Search from there and kind of went down that road.

Mario Fachini  [3:25]  

Yeah, I remember the early days of the internet myself. And I mean, we have instant messaging and video messaging and all kinds of stuff you can do now. And I remember around Christmas, one year, we had Prodigy internet CD, and you’re allowed, like 30 emails a month. And my friend and I were texting before texting was even out. But we’re sending emails, I’m like, “Do you see it snowing outside? He’s like, yeah, that’s awesome. We should go ice skating.” And it was just the novelty of being able to send messages in the early days. I mean, within five minutes, it was like you’ve hit your monthly limit. I’m like, okay, we should just walk outside or call each other. But it’s amazing to see where it’s all started from. So, you grew into you found fell in love with the search and just the thought process of what it takes to search something. Right? So for someone wanting to be found out there, what would you say is like, what’s the best way to get found out there nowadays? Because I know alot has changed over the years.

Lee Watters  [4:28]  

Well, it’s it… Yeah, a lot has changed. And a lot of changes, even just in the last six months to a year, I mean… some of the things we were doing a year ago, now we’re not doing any more to get you to the first page of Google or higher in Google, anyways. And some things will even get you banned from Google. But mostly, I mean, mostly what we’re focused on right now is called ‘user intent marketing’. It’s really focused on the user’s intent, your client, who your client would be, what they’re searching for, for answers. And so, it’s really figuring out who your ideal client is, understanding what their problem is, what their want or problem is. And then what frustrations go along with that problem? And what are they experiencing, and creating content around those frustrations and around those, those answers that they’re actually searching for. You know, people search now for, you know – they always have really, but it’s more prominent now – is searching for answers to problems and questions that they have. So that’s the thing that you really have to do is you have to make sure you fill that information that people are actually looking for, you have to be the most valuable, trusted source of information out there in your marketplace, in order to be found. The more you’re found, and the more people stick around and, you know, engage with your content, the higher Google will rank you. It’s, it’s, there’s a lot of the games that we used to play years ago to get to the top of Google are not valid anymore. Google’s changed the algorithms and has really shut a lot of stuff down. So today, you really have to create great content. And if you create good content and get people to stick around and spend more time on your site and share it and everything, you’ll get rewarded for it.

Mario Fachini  [6:07]  

What would you say are some ways to create great content for people to put out there to get found?

Lee Watters  [6:14]  

Well, it’s really focused around what you offer, the kind of services or products that you offer. Think about what your client or customer is actually looking for? What problems do they have? How are they… We take our clients through a thing called the ‘buyer’s journey’. And there’s different versions of the buyer’s journey out there. There’s some real short ones, there’s like three steps and whatever. I use a five stage, buyer’s journey, steps, stages. There’s five stages to it. And it’s… the first one is thinking, What’s your prospect and your customer thinking about? Before they ever talk to anybody else, they’re thinking about their problem. And sometimes even before they even talk to their wife, or their kids or family or anybody else. This is pretty known and pretty common with like divorce lawyers or, one client that we work with type of client that we work with is audiologist. And a lot of times people don’t want to admit that they have a hearing problem. So… but they keep it to themselves. So they’re thinking about it. So they go to Google, and they start typing in questions about how do you lose your hearing or, you know, you know, getting a divorce. What… you know, most of the time, it’s how-to-cover-my-butt in a divorce-type situation. But you know, so they’re, they’re really looking at this preliminary information before they ever talk to anybody or before, they’re even serious about doing anything about it. It’s a conversation they’re having in their head. So you have to become part of that conversation they’re already having in their head with themselves. So then you have to go into Stage Two, which is acceptance, where your prospect your customer actually accepts the problem. “All right, I guess I do have a hearing problem.” Because you’ve presented enough evidence in front up there in that first stage to get them to realize,” Yeah, I do have a problem.” And then they accept it. And then from there, they go into stage number three, which is “What are my options? To get rid of this? How do I fix this problem?” So as long as you’re creating content for each one of those stages, you’re doing good. So the next stage from there is, “What is the best option for me for my situation?” So they go from, you know, what are the what are the options out there to what’s the best option for me for my situation. And then they go into who’s the best supplier for this best option, and that’s stage five. And that’s where most… everybody markets themselves to is that last stage. And that’s why you’re just another choice, you’re not the choice. And if you create the right content, build the right system for answering the questions and then and all that, you will become the trusted advisor. And Google will reward you for that. Because, as people search the answers to their questions and you provide them with the with the answers, you’re really killing two birds with one stone. One, you your client is – or your potential client is – actually trusting you and realizing you… they’re getting the information from you building trust. And then Google also sees that more people are spending time on your site, and enjoying what you what you offer and sharing it or you know, maybe going deeper into your website. So Google will reward you for that and rank you higher.

Mario Fachini  [9:25]  

So what it sounds to me is, even though Google is a giant algorithm and a company and all these different things… it sounds to me like Google is doing the exact same thing that we as humans do when we meet someone at an event, see someone speak, find them online, or wherever we find them. It sounds very similar. Would you say that’s the case?

Lee Watters  [9:47]  

Yeah, pretty much. I mean, Google’s… you gotta understand Google’s trying to reward, you know, provide the very best information to their user, their customer. So the person who comes to Google types in a question, looking for an answer for something, Google wants to provide them with the very best information, because it makes them come back to Google. If Google doesn’t provide the…the answers they’re looking for, they’ll go off to some other search engine. And that’s one of the reasons why Google is the top search engine out there is because it always provides the very best information to their users.

Mario Fachini  [10:18]

Just for the last couple of years, huh?

Lee Watters. [10:20]

Yeah.

Mario Fachini  [10:22]  

So that… I appreciate you sharing that, because I knew a little bit about SEO, and it was more on the video marketing side how to rank videos, but I had no clue that there was a point, I don’t know, be honest. There’s a point when you’re saying all this, I was like, “he’s still talking about SEO”, because it really sounds like the same process that people are going through, as far as Hey, do you know about so and so do you know about so and so and people ask me, should I trust him or not? I’m like, Yeah, he’s a good guy. She’s a good girl. You know, whatever the case is. But it’s the same thing. We’re all looking for that answer. And it sounds like you’ve got it nailed down as far as the process goes. So I appreciate you sharing how you help people, and how, who you help and how you help them. You were saying the local businesses, but I want to know a little bit more about the specific results. So when someone comes to you, and they’re saying, “I want you to help me with my search rankings, I want to help help me with my business and everything”, what can they expect if they’re at negative 10 right now? How do you get them to 20? And what’s that timeframe look like?

Lee Watters  [11:25]  

Well, it… it’s… it’s interesting. And clients come to us in all different stages. And we, and we work with a certain type of client. We don’t just take anybody. Startups are really hard to work with. It’s really hard to get startups results because they have no track record. We want somebody who’s at least been in business five years, has a little bit of a track record, has a great or at least a very good rating in Yelp, and somebody in reviews, good reviews and stuff. So we’re not starting with a complete negative. Some people come to us with very bad reviews, and a horrible rating and try to get us to help them fix it. And it’s like, “You’re too far gone, you got other problems you have to deal with before you think about this. Fix these problems before you come trying to, you know, shine. I’m trying to get everybody to find you.” But it’s interesting, how it all fits together. I mean, it’s really nothing different than it from the very beginning how search really started. It’s just that since how the algorithms have changed with Google and stuff is that they’ve just gotten rid of a lot of the garbage and a lot of the games that that were you were able to gain in the system and put yourself and…

Mario Fachini  [12:28]

You tellin’ me I can’t keyword stuff 200 keywords on a web page anymore?

Lee Watters  [12:31]

No, you get that’ll get you banned from Google for sure. That’ll get you blacklisted. So…it used to work. There’s a few things that used to work really well. But, now…

Mario Fachini  [12:39]  

I never liked it even when you could do it, it was so obvious. It’s like clearly you’re not trying?

Lee Watters  [12:43]  

Yes, no. And and, and that’s one of the reasons why, you know, in order for Google to be valuable, they have to get rid of that stuff. So… and that’s understandable. But realistically, if you’re a good quality, business, you know, a doctor, some type of physician, somebody who produces, you know, performs a very great good service, and everything that’s really who…the kind of we’re looking for. And if you can really build in-depth content, not about you, but about the solution to the problem that the customer is looking for. You know, one thing that I always see, and you probably experienced this to working with people is like, you look at someone’s website, for the first time, the whole first page is all about them. It’s like, move all that stuff to the About Us page. Focus on your client, focus on the problem that they’re experiencing, and how you can help them solve those problems. And then, you know, make sure you put a lot of content, in other words, and not just gibberish, but really good useful content, to make sure you feed the Google monster. And then, you know, with links into in more videos and other stuff deeper into your website, to get your person to stick around your users stick around more. That’s really the focus of the whole thing is to really make it work really well. And if somebody’s at, usually, so he’s like, on the second or third page, it’s not too hard to get them to the first page, it’s usually just a few tweaks of their content, maybe increasing their content, the quality of it, things like that. And there’s, you know, there’s really only five things that really keep you off the first page of Google. There’s a, there’s over 200 things that Google looks at that ranks you. But, the real serious ones are five of you know, that really will keep you off the first page, even if you’re doing everything else right. If you don’t have these five things correct, you will not show up on the first page. One is there’s no keywords on your homepage, you know, on the page that you’re trying to rank, no keywords at all. I see that a lot where somebody’s looking for a certain type of product or service. And the company’s calling it something else, you know, industry terms or whatever, and not what the customers trying to search for. So there’s no keywords there. So they don’t show up. So that’s…

Mario Fachini  [14:51]

You’re talking about industry jargon.

Lee Watters  [14:53]

Yeah, exactly. It’s, you know, there’s… And that’s the thing. You have to think about, what’s your user calling your product or service? And then what’s the industry calling them? If there’s two different things, then, you know, and you’re trying to be “Well, I’m a professional, and I’m going to call it this, because this is the right term.” It’s like, you know, if your users calling it something completely different, Google’s not going to rank you because they’re not searching for that. So that’s something you got to think about there. The other thing is thin and weak content. A lot of people think, you know, “God, I don’t want to put a ton of words on there” and make it very easy for somebody to read this. And everything. Well, that’s very thin and weak. If it’s if it just talks about you, its weak content, not really focused on the problem and the solution to the problem. So that… And then time on site, this is this is the thing, your time on site is too low. If your users are not spending a lot of time on your website, if they’re there for five seconds or so 10 seconds and leaving, that’s not good either. That’s… that’s

Mario Fachini  [15:49]  

What’s one way they can track that? I know, that’s an important thing. And I can’t tell you how many people come to us going, you know, “We need to do this and that”. I go, “you don’t even know your numbers, you know, you’re just guessing.”

Lee Watters [15:50]

Yeah, Google Analytics. You gotta put Google Analytics into into your website, what’s your What’s that,

Mario Fachini  [16:06]  

What’s the cost? How much?

Lee Watters  [16:08]  

Free, it doesn’t cost you a dime. So it’s like you’re an idiot if you’re not using it. So but that information, that’s it, that’s the basic information that you need know. You need to know exactly what your website’s doing. And Google Analytics is the best way to do it. And it’s completely free. The fourth thing is your bounce rate. You got to keep your bounce rate very, very low. Bounce rate is when somebody comes into your website spends less than 30 seconds or so on it, and hits the Back button on the browser and leaves to go back to the search results. That tells Google “Well, they didn’t find what they were looking for. So they went back to the search results. So it must not be very valuable what they went to. So we’re going to drop it in value.” And then the last one is low, slow, low, slowly, very low loading, slow loading pages. If your pages load really slow, Google will dig in for that. And those are really the top five things that will keep you off the first page of Google, even if you’re doing everything else right, which is all the technical stuff, getting backlinks and which are really not that important anymore. I rank a lot of sites on the first page of Google without any backlinks at all. And HTTPS. Now, you know, they want everything secure. That’s, you know, not that big of a deal. As long as you’ve got good quality content, people sticking around and clicking around in your website and spending time on it, Google will rank you very high. Even if you have a lot of the real technical problems, not quite dialed in. But that’s a lot of what we do, we’ll dial in that stuff. But we dial in the main content first, to make sure that we’re providing their users with the right content that’s very valuable to get their user to stick around longer. And then provide them with you know, a sales system, that marketing system that you know, funnel system or whatever that’s going to, you know, create a client out of that to get it to convert.

Mario Fachini  [17:55]

So I was going to make a joke about, “So what you’re saying is load 200 HD videos on the main page of everything you’ve ever done. So that way it loads nice and quickly.” But, I was joking around about that. I am. The next question is how has video marketing helped your business but I want to do one caveat real quick. You’re talking about the load times joking about the video. For anyone watching this. I’m completely joking, do not add 200. I’ve seen people do it. It’s hilarious. When they asked me what could I do to improve it, take all that crap off and make it simple with the fast loading time. Like he’s saying.

Lee Watters  [18:31]

Right. 

Mario Fachini  [18:32]  

What’s your thoughts on having a CDN or content delivery network? Do you ever utilize that to speed up load times or distribute the loading?

Lee Watters  [18:40]  

Well, yeah, yeah, definitely. I mean, however you can, you can create good stuff to load faster, you know, you can offset off, you know, offload stuff. That’s, you know, whatever works, that’s the thing. A lot of it is just making sure you have good content. I mean, that’s really the main thing, even if your load times aren’t the best. You know, even if you got great content and people stick around and..

Mario Fachini  [18:43]  

You can still optimize the images and video is another thing I noticed with people too. They have 6000 resolution images for the website that’s a headshot. And…

Lee Watters  [19:13]  

That’s, that’s one of the main things that we see a lot is the images that they use are high resolution images, 300 dpi and plus. And your screen can only reproduce 72 dpi. So, you gotta shrink those videos or the images down, get them small enough where they load quick. And and there’s plugins for that, if you’re using like a WordPress site or something like that, there’s work, there’s plugins that will help you know, compress those those images and stuff. But, you know, those are the things that you really have to sit back and look at, you know, and then some of the tricks to really get people to stick around longer on your website is definitely putting a video or two on the homepage, you know, getting… because if you put a minute and a half, two minute video, well, people watch it, they’re gonna stick around for a while. So that’s going to help you there. And then other videos on other pages, on your internal pages, that helps people stick around longer. And that just feeds Google the information they want, you know, of making a quality content.

Mario Fachini  [20:07]  

So you’re suggesting to your clients, and anyone watching this and hearing it, use video for your own business. And so obviously, you’re doing it for yours and not… Speak a little bit more about what you’ve done to utilize video to give people ideas. I’ve seen some of your episodes you’ve done and you do great on video as well, one of the reasons I invited you on the show. But, I do want to know more about …how are you utilizing it?

Lee Watters  [20:32] 

Yeah, video is a great source. I mean, it’s great way… People don’t want to read anymore. So, that’s the other part, people sit back and think, “Well, people don’t want to read. So, I’ll just put a video on the page.” Well, Google can’t understand what you’re talking about in the video. So, you still have to have the content there. So, your best bet is to shoot a great video about your content, about the situation, the problem. So, the solution to their problem, whatever it is that you’re trying to do, and then transcribe that. Put that as the words on the page, and then have that plus the video. That’ll help you rank higher, too. But with myself, as I’ve used video as video ads on YouTube, Facebook, and then drop them into a sales funnel or back over to the website for information. And then I put a lot of video on my site, there’s, you know, just about everything with and with even all of our clients, we tried to produce a lot of video with them, because we know video ranks really well. And you know, YouTube is owned by Google. And it’s the second largest search engine, sometimes the first depending on what you’re trying to search for, what people are looking for. But… So, it’s very valuable to have those links between Google and YouTube and have those, so Google knows. But then…

Mario Fachini  [21:42]  

Have you ever done any SEO on YouTube? As far as the video separately from the site, and also using them on the site?

Lee Watters  [21:52]  

Oh, yeah, we totally… we optimize all the videos, we SEO, all of our videos that we put out there because we know people are searching even on YouTube for for videos, and we want to make sure they show up at the top of those search results. Plus, it’s not so, it’s not so common anymore. We’ve seen a decline in this. But it’s still, you can still do it if you do it right. And it’s the right type of search terms and stuff. But it’s… you can get even Google to, to bring up videos in the search results in Google. So, you know, a lot of times depending on the search term and how you optimize the video for search, you know, it’ll show up in in a Google search result, usually one or two positions. And that works great, too.

Mario Fachini  [22:35]  

Yeah, that’s that’s a great suggestion. We used to offer that as a service to clients back in the day. And I was testing it out even recently. And it’s awesome what you can do with video. So I appreciate the insight on that. We’re going to go to the sponsor, thank them. And when we come back, we’re going to have the rapid fire round, so stay tuned for that.

SPONSOR – Crystal  [22:55]  

So, Siri can help you sound the siren and Alexa automatically accepts answers. But when it comes business, you need to be clear. Crystal, the Chrome extension that’s going to change your life, make you more productive, increase your profits and give you the peace of mind you deserve so you can focus on what’s most important: the relationship. LinkedIn is no joke, you know, it’s where you need to be. But doesn’t it feel overwhelming at times, downright daunting. Finally, you find the perfect prospect. And it’s time for round three, the wonderful world of word smithing like Shakespeare in his prime, so you step up to make your first impression and for once get ahead this time. Crystal to the rescue! Personality assessments, predictions and coaching tools to understand anyone’s personality, for hiring, team building, and my favorite sales, all from a simple Chrome extension for LinkedIn. To learn more on how you can increase your productivity, profits and peace of mind today, go to EAInterviews.com/crystal. Once again, that’s EAInterviews.com/crystal.

Mario Fachini  [23:50]  

All right, Expert Authority nation, we’re back. And we’re here for the rapid fire round. So I’ve got Lee Watters, SEO expert and president of the Watters Group here, and we’re going to go into rapid fire 60 seconds. Lee, what is the biggest problem you see your prospects make, and the fastest way they can fix it?

Lee Watters  [24:11]  

Quit talking about themselves. The biggest problem I see is they… they basically on the homepage of their website, they spew all about themselves. And nobody cares about what you can do for them until… Nobody hears about you until they know what you can do for them. So that’s probably the biggest thing.

Mario Fachini  [24:27]  

All right, great answer. And very accurate. Shortest path to the cash. What’s the one thing your prospects could and should do to increase their profits the fastest?

Lee Watters  [24:39]  

Basically prove to their prospects how they can help them. It’s if they can demonstrate how they can help them and solve their problem, they’ll become, you know, they’ll get a conversion out of that.

Mario Fachini  [24:52]  

Very good. All right, this is my favorite one. When people come to me for coaching and training and you know, the… they think it’s all this Facebook, LinkedIn, blah, blah, all these videos, all this crap. And that’s all well and good. But my favorite thing is pen, pencil and calculator. And that’s why I keep… right nearby. So customer lifetime value. Have some vision people. It’s your business, you’re going to be around for in five or 10 years. Customer lifetime value. What’s one way your prospects could maximize their customer lifetime value?

Lee Watters  [25:25]  

Oh, one thing they can do is just make sure they take care of their customers and don’t screw up. Keep them happy and keep, you know

Mario Fachini  [25:34]  

Be a real person and business.

Lee Watters  [25:36]  

Be a person. Be human, you know, introduce new solutions to them solve their problems, really show them how you can help them and it’s not all about you. You know, you’re you’re just you’re just showing them how to help, how to get the solutions that they’re looking for.

Mario Fachini  [25:51]  

All right, very good. Yeah. Again, I think so many people focus on the hit on hootenanny and the shiny object and all this stuff crap. It’s like, have you reached out to them? Call them… email them? It’s just be real. So… 

Lee Watters  [26:06]  

Touch points. 

Mario Fachini  [26:07]  

Is there anything else I should know that you want to share? That’s vitally important to the audience right now.

Lee Watters  [26:13]  

Well, yeah, content. I mean, if somebody is looking to create more content, they’re trying to figure out what do I do? Because you hear this word content – content is king. And you hear this, you know, content all the time, well, how do you produce content? Well, we break it…have broken it down to three basic questions that if you can answer these and create enough content out of it, you’ll you’ll do very well. One is, what is your customer want to know? So focused content around what your customer wants to know. Answer those questions, you know, provide them with the information they’re actually looking for. Then the next question is, what do they need to know? Put all the content out there that your customer needs to know about a problem or solution that they probably don’t know to ask or wouldn’t know to ask. And something that could probably get them into more more trouble than they’re already in, depending what the… what type of industry you’re in. But you know that and then basically, how you can help them. You know, and put that last, don’t put how you can help them first because that’s the other thing I see a lot of people do is, is, again, they come in, and it’s like, “here’s what we can do, we can do this, we can do this, we can do this, we can do this.” And it’s like, “wait, I don’t even know my problems yet.” You know, it’s like, “I’ve got this one problem. I don’t know about those other problems. Let me just deal with this one problem.” And the other thing I can tell you to do to if you really want your website to convert better, and increase your on your on page time, get rid of the pop ups, those pop ups that pop up is when you first get there, and they come up and you ask for this or sign up for that. Your clients, they’re just getting there. It’s like, “Man, I just got here, I don’t even know what to click on yet.” It’s like “and you’re already asking me for my email address.” And I was it was like, I’m going somewhere else, they hit the back button. And that will increase, you know, that’s why your bounce rates probably a lot higher than it should be.

Mario Fachini  [27:56]  

Well, I appreciate the insight. And I was actually about to joke about that earlier when you’re saying the page load times was like, I was going to make a comment about so you suggest having a pop up right when someone gets there and….

Lee Watters  [28:09]  

Twenty or thirty of them on there. That’ll work.

Mario Fachini  [28:11]  

I was also laughing because I was split testing some stuff and even one of my own I was like, “Yeah, I gotta kill this. It’s…”

Lee Watters  [28:18]  

Yeah, yeah. They just… A lot of people think they think “Oh, we’ll get this will get them to sign up for our for our newsletter.” It’s like, I don’t even know if you can help me. Why would I want to sign up for your newsletter? Let me find out if you are human, if you even are in my neighborhood, if you’re even somebody oh, I like! Let me look at a picture of you. Maybe I don’t even like the way you look. So that’s gonna keep me from converting to you.

Mario Fachini  [28:44]  

“Hi, nice to meet you. Want to get married?”

Lee Watters  [28:45]  

Exactly. You know, you gotta romance them a little bit, you know. Take them on a couple dates. You know?

Mario Fachini  [28:50]  

All right. Well, Lee, it’s been an absolute pleasure as always. How can people find you?

Lee Watters  [28:57]  

They can find me at thewattersgroup.com. And that’s with two T’s in watters: W-A-T-T-E-R-S. So, it’s thewattersgroup.com. All my stuff is there: email, phone numbers, any way you want to get in touch with me. I’m there and be more than happy to sit down and talk with you. We don’t just take clients on automatically. You got to go through a process with us. So to make sure we’re a right fit, but more than happy to have that conversation with you.

Mario Fachini  [29:25]  

Very good. Well, thank you, Lee. And we’re going to thank the last sponsor, and it was great having you.

Lee Watters  [29:33]  

Thanks, Mario. Take care.

Expert Authority Checklist  [29:34]  

You’re already successful. You’ve worked hard to get where you are. We both know it wasn’t overnight and hasn’t always been easy. No doubt you’re the expert on your subject matter. But do your prospects in your marketplace think of you first as their go-to trusted advisor? All the time? ExpertAuthorityChecklist.com is 100% free and reveals the 21 steps to determine if your prospects view you as the expert and authority of your marketplace. Or if it’s just all in your mind. Important required steps like, do you have a process in place for prospects to self-identify if they qualify for your time and expertise? Or not? Does your current offer have the seven components of an irresistible offer required to make it a no-brainer for your prospects? Do you have a real-life paperback book showcasing you as the subject matter expert you can actually hand someone? Get your free checklist now at ExpertAuthorityChecklist.com. Once again, ExpertAuthorityChecklist.com to make sure you have the 21 steps covered. It better not be more, but don’t leave those one or two things you may have missing go any longer. Visit ExpertAuthorityChecklist.com and make sure you’re being seen as the expert and authority today. Once again, that’s ExpertAuthorityChecklist.com. Get your copy now. 

SPONSOR – Crystal  [30:49]  

So long, Siri. Adios, Alexa. There’s a new girl in town, Crystal. Personality assessments, predictions and coaching tools to understand anyone’s personality for hiring, team building and my favorite sales, all from a simple Chrome extension for LinkedIn. To learn more on how you can increase your productivity, profits and peace of mind today. Go to EAInterviews.com/crystal. Once again, that’s EAInterviews.com/crystal.

Learn More About Lee

Lee Watters is an Inbound Marketing consultant, innovative thought leader and President of The Watters group. He is responsible for helping professionals and company’s position themselves as experts in their marketplace.

For over 22 years he has been working in the digital marketing Industry creating content and improving the online visibility of his clients. With a background in audio and video production, he helps his clients showcase their brand and uniqueness. One of his superpowers is to help his clients create their own Unique Selling Proposition (USP) that separates them from their competition.

He works with many local nonprofits such as Wish Education Foundation, Circle of Hope, and is a board member of the Boys and Girls Club of Santa Clarita. Helping others is a big part of his life. A Santa Clarita resident for 23 years, he lives here with his wife Cindy of 24 years, and his two stepchildren Sabrina & Spencer.

Connect with Lee Watters

Resources to Profit Your Business

1) Video Marketing for Business Owners: The Ultimate 7 Step Guide to Become the Expert, Authority, and Celebrity in Your Niche

2) Business Book Checklist: The 5 Reasons Every Business Needs a Book Including Yours

3) Marketing $upercharger – Learn the difference from the $1 bill to the $100 bill and how you can stop leaving the other $99 on the table today with all sales

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