GE 174: SEO Expert Glen Allsopp Talks About How Your Brand Can Still Win at SEO Today (podcast)

Hey everyone, in this episode, I interview SEO expert Glen Allsopp of ViperChill, which is a blog that covers viral marketing, SEO and blogging advice. Glen has been doing this for a very long time and he’s willing to talk about the things that most people aren’t, especially regarding startups where people seem to neglect SEO and think about paid advertising all the time instead.

Listen as we discuss how he got started when he was 16 and into DJ-ing, how he transformed his business with zero clients into a success with over 300 clients, the importance of link building in SEO, and why PBN is effective. Get ready to have your mind blown and hear stuff that you should be thinking about!

Download podcast transcript [PDF] here: SEO Expert Glen Allsopp Talks About How Your Brand Can Still Win at SEO Today TRANSCRIPT

Time Stamped Show Notes:

• 00:59 – Eric introduces Glen to the podcast
• 01:34 – Glen shares his background
  • 01:35 – Glen started doing websites at 16 in England
  • 01:58 – Glen was into DJ-ing that time
  • 02:11 – His website ranked in Google
  • 02:38 – At 17 he was offered a job in South Africa
  • 02:59 – Glen quit his job, quit college and did SEO
• 04:50 – Glen talks about ViperChill
• • 05:20 – He ran ViperChill for 18 months and wrote hundreds of blog posts
  • 05:25 – Glen landed 0 clients
  • 05:40 – Glen gave up on ViperChill
  • 05:47 – 4 years ago Glen came across NPE
  • 06:24 – Glen decided to focus and do specifics
  • 06:37 – He started creating smaller specialized SEO companies
  • 07:43 – Today, Glen has 12 different SEO brands
    • 08:30 – Glen has worked with over 300 clients
    • 08:47 – ViperChill now works with 30-40 big companies
  • 09:45 – You are able to offer better services when you’re not trying to reach everyone
  • 10:21 – Glen discovered Best Products has been ranking on Google
    • 10:50 – It’s a new website
    • 11:11 – Cosmopolitan, Elle, and Woman’s Day magazine all linked to Best Products
    • 11:29 – Glen wrote an article (How 16 Companies Are Dominating the World’s Google Search Results) about Best Products and its private linking network
    • 11:39 – He found out about Ziff Davis – owner of PC World, Computer Shopper and Computer Today
    • 13:23 – These businesses buy certain brands and redirect links to their main websites
  • 14:45 – Eric says design companies don’t want to add links on the footer
  • 15:53 – What a PBN (Privat Blog Network) is and how effective they are
    • 16:08 – Websites on the first page on Google have more links from other websites
    • 16:39 – Sharing on Facebook and Twitter doesn’t count
    • 16:57 – People cheat by creating new websites and linking back
    • 17:34 – The challenge is to not get caught
    • 17:58 – Not getting caught at a personal level
    • 18:15 – Anglorank and Rap Genius were caught by Google
    • 19:18 – You don’t have any issue as long as you don’t get in the radar of Google
  • 19:59 – Recommendation is based on what happens if you get caught
    • 20:04 – Glen is working with a company that just wanted to get search traffic
    • 20:24 – “A big brand should join someone else’s network”
    • 20:51 – If Google is something you rely on, don’t get involved in a PBN
  • 21:27 – How would he split a $10,000 budget for SEO
    • 21:30 – Make sure your site is set-up
    • 21:53 – Analyze what you’re ranking for
    • 22:23 – Work will be different for small and bigger brands
    • 22:40 – Glen reaches out to people who can link for relevant content
      • 22:54 – He uses Reply.io
    • 23:26 – What Private Influence Network (PIN) is
      • 23:52 – Trying to connect with people in your industry
      • 24:30 – Sharing link opportunities to your network
      • 24:52 – Giving people advice and motivating each other
    • 25:13 – ViperChill on PIN
    • 25:41 – Why people don’t talk about SEO
    • 27:14 – A lot of companies are making a big mistake not considering SEO
    • 27:43 – Glen’s interview with Steve regarding Houzz and its widgets
      • 28:05 – Houzz were putting links on the widgets that people don’t see
      • 28:44 – Glen talked to Houzz and they changed immediately
      • 29:35 – Houzz got caught, they changed, and two years later, they’re doing the same thing again
    • 30:09 – Know both sides of white and black hat SEO
    • 32:13 – When people reach out to Glen, he tells them to join the waiting list
    • 33:48 – 5% conversion rate
    • 34:04 – What is one big thing that has impacted your life dramatically?
      • 34:11 – Meditation—he does it every morning before anything else
    • 34:48 – What is one big struggle you’ve faced while growing the many businesses you’ve had?
      • 34:52 – Doing waaaaaay too many things all at once
    • 35:20 – What’s one tool that added a lot of value?
      • 35:24 – Using the Reply.io and Evernote
    • 35:39 – What’s one must-read book you recommend for everyone?
      • 35:44 – Oversubscribed by Daniel Priestley
    • 36:07 – Connect with Glen on his website or through e-mail

3 Key Points:

1. Be specific in setting your market.
2. You’re able to offer better services and give more value when you’re not trying to reach everyone.
3. The big one in SEO is still link building.

Resources From this Interview:

• Viperchill
• Glen’s blog post: How 16 Companies Are Dominating the World’s Google Search Results
• Glen’s blog post: PINs: The Future of Private Link Building
• Glen Allsopp
• Twitter – @ViperChill
• Facebook – @ViperChill
• Glenn’s e-mail
• Reply.io
• Evernote
• Must-read book: Oversubscribed by Daniel Priestley

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