How to Stop Losing Revenue at Scale

00:00:00

They published 200 articles before we started working with them. Zero growth stagnation as straight as a line. Nothing happened within the fifth uh article. I think we were already killing it. Doubling traffic. Our website for example has one page. So that's the best thing you can do because then what I've got regardless of the content on my website which is zero just the landing page. I've got leads coming to me that they were recommended by Perplexity or uh judging me. >> This is Cairo Guerrera and he started as

00:00:34

a software engineer, not as a marketer, which is exactly why he sees SEO completely different. A decade ago, he realized something most developers completely miss. That traffic moves revenue more than technology does. So, he went deep. He's helped clients dominate the marketplace so completely that the business sold for multi-millions and he's also co-founder of organic hackers where he runs technical first SEO for enterprise brands. He's one of the very few people in AI search that's

00:01:08

actually running live experiments. Cairo, welcome to Ask an Expert. What's the most expensive small technical issue you've seen on a big site and what did it break in the business? HTML depends on JavaScript and that is the main problem with JavaScript rendered HTML. When you fix and you serve the content HTML can be blogs or sections of the website or it can be content literally that it is a piece of an article or a piece of the page. If that is not available then that impacts entire website. Let's think about a

00:01:45

product page. the product page that I for example I fixed with a client the product page the description of the product page was not available after the the JavaScript rendered and we checked in Google search console and it was not rendered at all. Now, we fixed that. We made uh the content available on the documents without waiting for JavaScript to render it. And um it didn't take that much, but the impact was massive because we had over 10,000 pages with an enhanced content description. And

00:02:18

actually, the impact was uh I don't know 20% extra traffic within 8 weeks after the fixes. So, if you have 1 million pages, you have 1 million pages problem. But if you fix it, if you take away, which probably will take one fix because usually websites work in templates. >> When enterprise teams call you, um what's the usual situation? >> So that is actually the let's say the the the actual problem, the money problem. They have a massive website. They have a lot of value. They have a

00:02:44

proprietary content that is nowhere else available. Um and they still struggle to grow and but their market is still very very big and and and the market grows. But there is disparity between the growth of the market and their own growth. They're actually stagnating or are decreasing uh the uh their traffic. They try to generate more content, make the pages even better. But then when I check the website is like but you guys like all the links are rendered with JavaScript. So there's no way the

00:03:15

crawlers will ever find all the pages. So that is u the problem. We have too much value and we don't see anything in return from it. What's like the first three things that you would probably check prioritize that would move the needle. >> Um the very first one that I check is a crawability. For example, I know that the website has whatever thousand pages I crawl it and then I see if the amount of pages that Google knows matches with the amount of pages in the crawl and matches with the amount of pages in the

00:03:46

report of of pages on Google and matches the amount of pages that bring value. And I'm always trying to spot if that is not the case. If there's a huge gap, I try to close that gap as much as possible. So I take the least revenue returning pages and then I see what's happening there. Why they are not returning anything and I take the most uh successful pages, let's say the most successful content and I start cutting uh the the gap on on that on that manner. And then most specifically I

00:04:21

like to check um the reports of Google when there is um alternate pages canonicalized pages uh when there is duplicated pages uh when there's multiple versions of the same page because the canonicals are not working. So everything concerning to have a very consistent asset. I like to uh check also the internal links. So what I look at the internal linking is like the pixels of a camera. So the more internal links that you have on a website, the more clear picture you have of of the image of the website. Let's say that a

00:04:54

website has like 10,000 pages and then we have uh 1,000 internal links. So that means that the ratio is 101 and it doesn't make sense because one page has should have hundreds of links. So our 10,000 pages website should have 10,000 uh internal links. So, if you have 1,000 internal links to 10,000 pages, there's a broken website because there's no value in the in the internal linking, which is how Google discovers. What's the most common task that you've seen that looks urgent, but it's actually a

00:05:27

distraction. >> I think depends on different stages. If we talk for example only about technical SEO, uh I'd say the we never start with website speeds. People come without request. We want our website to be fast as possible, but we never start with it. It's something that we improve along the campaigns that we run. I I see many businesses saying, "Yeah, we need to build our backlink portfolio or our backlinks need to grow by 2,000 because a competitor has 2,000 extra backlinks."

00:05:58

If if you want to build a lot of backlinks and your website is broken, what's the point? Like backlinks will come to a broken site and and it won't bring any benefit to it. So I will focus on that one first and maybe with the current um domain strength that you have and a good technical SEO then you will achieve a lot more than just popping in new back links. >> What would you say the real blockers inside of companies to implement an audit? We actually stopped doing audits because it was a waste of time for us

00:06:28

and a waste of money for our clients because then after we deliver a 200 pages presentation or a PDF or everything that needs to be fixed and how to be fixed, the actual benefit of understanding what is wrong is to to be able to fix it. We don't do that because it never ended well. We uh checked a few months later, hey, how is it going? Nothing happened. >> Now we don't deliver audits. We have a pipeline of 10 or 20 missions that we need to complete. We up front say we are going to work with you to fix everything

00:07:02

and we don't move uh to the next task until we don't have fixed the current one. Well, we give one solution. If that is not a possible, we give another one. If that is not possible, we have a plan B, C, D and and G. Also, when a company is asking for an audit, the people doing the audit is usually with a higher understanding of SEO, so they know what to fix and how to fix it. But then if you just buy the audit and then let the people go that did the audit, then you come with an audit to execute with

00:07:34

people that don't have the level of expertise to actually fix it. So, what is the point of of of buying an audit? Oh yeah, >> you ranked a brand in AI overviews within 24 hours. And what I'd like to know and for our viewers is what was the unfair advantage? >> Um, actually it was less. Um, the first time that I checked it was 12 hours. They say 12 hours below the result, >> but I didn't screenshot it. Mostly we have the unfair advantage that we have the luck we are we are privileged to

00:08:07

work with good brands. We work with companies that have been in the business 20 years. >> Right. Right. That if they they are a brand in their niche. So is it is the brand is a brand asset. >> The thing is it was not only that to our credit uh they publish uh 200 articles before we started working with them. Zero growth. Stagnation as a straight as a line. Nothing happened. Why it didn't happen? Because of quality of the content. what we did is to focus on content first that is transactional. So

00:08:43

they weren't ranking for the core keyword which is the product they sell and I was like okay you didn't even appear for that in the 100 results and you're you're one of the best brands in this niche now let's fix that. So the collection page and the product page was not something that we could get hands into because it was very specific and we couldn't improve or hack more content. it was just what it is and you don't you don't get anything around it. It was more a focus from the blog. So we uh

00:09:13

starting writing transactional blogs on how to choose specific items. So we were like okay so maybe there is a demand for how to how to find these type of products or how to decide which product to buy. So we focused on that and because the brand uh knowledge we created uh very thorough articles of all the benefits of each product. So, a very very good guide on how to buy those products and that made it in less than a day to the top everything. It was on Chptd. It was every time that you search

00:09:45

for that term, they appear number one. >> The best thing about it is like we didn't have to publish a lot. We within the five fifth uh article I think we were already killing it doubling uh traffic >> and we realized that we were not only improving the traffic of those items that we wrote but other articles that we never even even touched didn't even think about it they started growing traffic as well but yeah we we did like an entire uplift leads increase 17% uh traffic increased 5% uh it was it was

00:10:21

a a really good case. If >> if company came to you now and we've got viewers watching and they've got zero brand uh visibility in AI, what would be the single most important thing uh that they would build or should build uh this week or immediately? I've lost a couple of prospects through other agencies because they say that um we are not doing SEO for ourselves. So, we're not writing articles and stuff like that. And I was like, okay, that is not the only way to do SEO. Our website for

00:10:50

example has one page but we have recorded each like four or five podcasts. Last year I'm participating constantly on articles on different websites. I publish content constantly on LinkedIn. I got leads coming to me that they were recommended. Uh I was recommended by perplexity or uh judging me. Uh LinkedIn content is also indexable and you can find results from LinkedIn posts not only the articles that they have in polls because of our um podcasts because of all our presence outside of our website even without

00:11:25

content you can have the leverage of visibility brands for B2B on B2B that are not uh live in AI or they don't have a a strong brand yet just go to social media. So the website pretty much is just the capture of the demand that they generated anywhere else. >> So go to generate that demand >> and then the website will just capture all of that. >> Cyro, thank you so much uh for being on the show. Uh ask an expert. You you really are an expert within your niche and I'll post the links in in the

00:11:56

description below how you can uh get um Jairo on LinkedIn and also you can check out his agency page as well. Thank you everyone for watching and we would like to bring on the guests that you would like to see on the show. If you've got any recommendations, drop them in the comment. And if you want to know more about AI search, you might want to check this video out