First of all, what is the Google “Search Quality Evaluator Guidelines” or (GSQEG for short) and why is it so important to web design, SEO, and marketing in general?
One little known fact about Google is that they employ an army of over 10,000 Search Quality Evaluators (or sometimes called Search Quality Raters) that manually check the quality of Google’s organic search engine results.
These independent contractors are not highly trained engineers – in most cases, they are ordinary people and consumers – just like you and me.
In order to train these search quality evaluators, Google provides (and updates) a detailed handbook that explains in simple terms what it’s looking on a website and web page in order to determine the quality of results.
In other words, it’s the mission of these evaluators to manually check if their ranking algorithms are delivery the accuracy and quality of results that they are intended to.
Ryan Stewart, is a marketing entrepreneur with over a decade of experience building and selling online businesses. He worked as a consultant for Deloitte and SapientNitro helping large brands like Target and Best Buy improve online acquisition. He built and scaled an eCommerce site called Laces Out with a 1.2 million organic business per month and sold the business in 2017. He built and scaled an online SEO agency called WEBRIS to 1.1 million in annual recurring revenue in 16 months, and sold the business in 2018. Ryan is now a partner and board member at From the Future, a technical digital agency with 40 employees and offices in Miami and Philadelphia.
Ryan Stewart: Thank you for having me, Phil. I appreciate it.
Phil Singleton: Yeah, this is going to be awesome. I’m so psyched. It’s so cool to have people that are in the business that you can talk shop a little bit. And some of this is going to fly over some our small business owners’ heads, I’m sure, but the SEO and marketing folks are going really love this. So tell us a little about your story, those first steps out of college or university or what have you, into the business world, and what got you to where you are today.
Ryan Stewart: Yeah, so I graduated undergrad in 2009 and was super lucky. The school that I went to had a really good alumni network, and I was able to get a job in consulting. And I kind of bounced around that for like two years between Accenture and Deloitte and really did not like it. Wasn’t for me for a whole number of reasons. Great company, just not for me. And so I started looking for other ways to make money, and I stumbled across Instagram. This was back in like 2011. This was before Facebook bought it, back before it has anywhere near the mass adoption that it has. And I knew, I saw a lot of my friends using it. I saw a lot of people moving over from Facebook. So I wanted to figure out a way that I could maybe make some money off that. And I ended up getting into something that didn’t work out, but after going through that process of trying to do something and then making a little bit of money and getting a taste of what being an entrepreneur is like, I couldn’t go back.
Phil Singleton: Did you jump out into the cold or did you quit or were you kind of doing this-
Ryan Stewart: No, I didn’t … I was super lucky that I wasn’t doing much at my job. It was big corporate America. I had it down to I would come in, do an hour worth of work, sit in a couple of meetings, and then I had basically had four hours of time on my hands to be on the internet. So it was the perfect time to do things on the internet.
Ryan Stewart: But anyways, so I was doing that, and I was in a coffee shop talking to this kid I was working with. Some guy next to me overheard me, and he did SEO. I didn’t know what it was at the time. It was back in 2011. And he started talking about it and introduced it to me and I was like, “That’s where I need to be,” you know what I’m saying? To be able to control what people are searching for and all that stuff.
Ryan Stewart: So got into it, just became obsessed with it. At that point, I ended up quitting my job at Accenture. I picked it up pretty quickly within like six months. Actually lied on my resume, and then went, took a job as a contractor at SapientNitro, which is a huge digital agency. And through that, I was able to learn a lot about analytics, how websites are built, how the internet works, all that different stuff, client communications, all those things.
Phil Singleton: Let’s take a step back here because one of the things that blows me away about you is there’s a lot of different things that you’re really talented, you’re obviously really smart, you’re an SEO genius, but the one thing that I notice is that you are … And obviously, I follow you, we don’t know each other personally up until like now, this interview, is that you’re a master of execution.
Ryan Stewart: Sure.
Phil Singleton: All the stuff that you’re doing, you’ve got all these things going in different directions, and I’m just wondering is that some of the stuff that you think came … Did some of that come from Deloitte and training and stuff like that, are you just naturally wired that way? Did SapientNitro … Somewhere in that, you just learned how to execute, man. You’re a killer.
Ryan Stewart: I appreciate that, Phil. First of all, I was an athlete my whole life. I was a scholarship football player in college, D1. I was always undersized. I just had work ethic beaten into me from when I was a young age, so I had that going for me, which was one thing. But going to Deloitte, I was actually a business process re-engineer. So what my job was, I hated it, but my job was to look at massive enterprise software and then build the human processes for that. So I developed a feel for process driven thinking. And that process driven thinking plus my wanting to work hard and succeed, I think when I combined those two things, I found a nice niche in the space. Because a lot of people talk, especially in this industry, but results are what matter. And more importantly too is execution.
Ryan Stewart: So having that process mindset, I was able to build processes to help me scale my time. By having a process, I can then go out and hire somebody with a lot less money, a lot lower cost, that’s not an expert in the field. I can just follow that process. So pretty much everything I’ve done from the agency to the eCommerce to The Blueprint, everything is built on these processes that I’m able to get people underneath me at 4, 5 bucks an hour just doing the busy work that takes stuff off my plate that allows me to be hyper-productive and execute at a very high level as well.
Phil Singleton: Yes. Now it’s coming together. Because I can see, obviously, the competition with SEO, people are really competitive, right? That definitely probably fuels a lot into what drives you.
Ryan Stewart: Yeah, I love it. I have a love/hate … Off topic now, but that’s fine. I have a love/hate with the industry because I love it because it’s so competitive, how passionate it is. The people are super amazing too. When you go to a conference and meet people, they’re all genuine, nice people and we all share this kind of bond and passion about something as stupid as SEO, right?
Phil Singleton: Right.
Ryan Stewart: But my hate kind of comes from the fact, for the same thing, people can be very condescending. People always think they’re right. And at the end of the day, nobody knows the answer.
Phil Singleton: But your bank account knows the answer is the way I look at it.
Ryan Stewart: And that’s all relative too. I have this debate with my business partner at the agency because he sees things one way in terms of promotion and money and how things should be done. I look at the other side. So we’re in SEO, which is the very white hot side of internet marketing, but you get into like the advertisers, the true internet marketers, like the Frank Kerns of the world, who are just selling info products over and over again, you look at their bank accounts, and if you use that justification, you can get, I don’t want to say unethical, but you can cross some lines in that space. Whole other topic for conversation. But yes, bank accounts really do matter.
Phil Singleton: Right. You mentioned something, I know we’re kind of going through … I’m going to reel it back here in a second, but because this is a little bit talking shop too.
Ryan Stewart: Sure.
SEO Experts vs SEO Journalist and SEO Bloggers
Phil Singleton: I think in our industry there are a ton of people that are perceived to be SEO experts, or I don’t know what have you, I actually wrote about this in the book I wrote with John Jantsch, but a lot of them are actually like journalists or reporters or they’re regurgitating top level stuff. But they’re not actually the grunts that are on the ground that are having to make money for themselves and for their clients. And I think that’s where a lot of SEO expertise comes in.
Phil Singleton: That’s why for people that have been doing it for a long time, I know you’re an expert. I read your stuff. I know that on the side of being an influencer and having great content and helping to educate people, you’ve actually, through your track record, been able to build businesses and make money for other people, make businesses and sell them and done it multiple times and stuff like that. That’s actually a huge difference. Do you agree with me on that? I think it’s a little harsh to come out and say, hey, there are SEO experts out there, but are they really experts or are they just reporters or bloggers that couldn’t rank themselves out of a wet paper bag? That might be a little bit harsh, but I mean seriously…
SEO is so legitimate now …you can go and get a job, and work at a job as an SEO making 100 grand.
– Ryan Stewart
Ryan Stewart: Yes and yes. And this is, again, another debate I that I have with people is that when I got into SEO it was to be an entrepreneur. It was to make my own money. But what SEO’s become, it’s become such a legitimate, it’s a legitimate industry, you know what I’m saying? You can go and get a job, and work at a job as an SEO making 100 grand. So there’s different levels to SEO. There’s people who have built their own websites. There’s people who have done Black Hat. There’s people who do local SEO, big enterprise, technical SEO, and all those different … There’s link builders, there’s content marketers, there’s all these different people that have different view of what a result is. You know what I mean?
Ryan Stewart: When I was at Sapient, the big technical SEO stuff, smartest SEOs I ever worked with, but they didn’t know the first thing about content or creativity or … Not that they weren’t creative people, they just looked at things, they were working on Target.com, so of course, Target.com, it’s a technical campaign. And the way that they approached SEO was very different than I was used to approaching SEO building my own WordPress sites and hitting with back links.
Ryan Stewart: So I think it’s all relative. I’m not trying to give a political answer here. I think everyone can be an expert in their own right. But at the end of the day, yes, it’s about what you’ve ranked. It’s about what you’ve monetized. It’s about who you’ve helped. And it’s so much more than that too. I tell people all the time that SEO is a microcosm of marketing which is a microcosm of running a business. And you running a business know after you get to a certain point, SEO doesn’t even really matter to your business anymore. It’s important, but it’s like, what’s more important is hiring, building company, all these different things come up.
Ryan Stewart: I think that if you’ve been doing the same thing for ten years and haven’t necessarily progressed … If that’s what you want to do of course, if you haven’t progressed in the field or with your business then I would have to agree with what you’re saying. You know what I mean? So if you’re still talking about the same things ten years later, it’s like are you building a business or you’re building … You know what I’m saying? There’s different levels to it, you know what I mean?
Phil Singleton: Awesome. Well, let’s jump back because I totally cut you off to go on a tangent.
Ryan Stewart: No, that’s fine.
Phil Singleton: At some point, you jumped out and you actually had your own business because you were able to quit a full-time job.
Ryan Stewart: Yes.
Phil Singleton: You went to Deloitte, and then it was SapientNitro, and then it basically was out on your own?
Ryan Stewart: Yeah, so when I was at Sapient is when I really started like blogging, doing YouTube videos. This was like 2013-ish when I was in the kitchen of my old apartment doing videos and stuff. And then I was getting traction, especially with like link building, I built the process for link building. I was getting a lot of clients. And at that point, because I was a contractor, I went part-time. And then I just eventually left Sapient after about a year, year-and-a-half. And then WEBRIS was launched. And then I did that and then, well, actually before WEBRIS, there was something else, which we’ll talk about later, with my failure. I had another partner, failed, then I picked myself back up, started WEBRIS, grew it really fast, sold it. And have a whole bunch of…
Phil Singleton: And was that pretty much you? Was there a partner involved with that pretty much your own gig?
Ryan Stewart: WEBRIS was all me. Yeah, that was all me. And now I’ve been with From the Future for about a year and a quarter now, and just a whole bunch of other projects in between as well.
Phil Singleton: Awesome. That’s awesome. So okay, we’ll get to some of this other stuff, but I’d really like to talk about … Well, let’s talk a little bit about how … Because WEBRIS, when you started that, at some point you just jumped onto the scene, the SEO scene where you started, you have great … I was thinking about this before we started the show and it was like a couple things struck me. One is, as I mentioned, you’re a master of execution. The other thing that really strikes me that I remember about your sites, is some of your blog posts, dude, are like entire websites. They’re like web apps. I mean, they’re sick. The amount of stuff you put into them, they’re so good and they’re so detailed, and they have so many features into them. That really stuck me. For anybody, I wanted to add a couple of links to the show notes of some of the post I am talking about.
Blogging & Becoming an SEO Influencer
Ryan Stewart: Yeah, I appreciate that.
Phil Singleton: Did that help draw people in, that kind of stuff? You were all over the place. You’re pitching. One day I see you’re doing a whiteboard video on Moz. You just kind of blew up. Was there a big break there when that happened, and all of a sudden it took off?
Ryan Stewart: Again, it depends how you’re looking at it, but it was years of hard work that was leading up to me….
Phil Singleton: Becoming an overnight success, yeah.
Ryan Stewart: If the first time you saw me on Moz Whiteboard Friday, it would seem that way, but yeah, that was years and years of blogging, of outreach, of begging people for links, of guest posts. And that’s another thing I did a lot of. I would spend a lot of time guest posting. And I would give my best content to other websites because of the reach. And then when I had it, felt like I had enough authority and clout, I started blogging a lot more on my website.
Phil Singleton: Gotcha.
Ryan Stewart: But yeah, I mean, the blogging definitely helped me. It’s still, even on From the Future now, when we release a really good blog stuff, it’s tough in the SEO space because everything’s been covered, there’s no new tactics. But if we can come up with something kind of unique, it always draws clients, still a thing. But for me, it’s been video. Video’s been much better for me. And it’s more scalable for me too. I can put together a deck in like an hour and then talk in the microphone and then give it to a writer to write up. So I’ll do a lot more of that now. Plus it gives me different mediums to attack. It allows me to satisfy two different parts of the audience. Some people like to read, some people like to watch and listen, as you know. And YouTube, for me, has really been my biggest driver.
Phil Singleton: That’s awesome.
Ryan Stewart: YouTube grows on itself. You don’t have to promote it nearly as hard as a blog post. You don’t have to wait for it to rank. There’s a whole other algorithm in place on YouTube.
Phil Singleton: Brian Dean is huge on there.
Ryan Stewart: Yeah, he crushes it. He crushes it.
Phil Singleton: And you mentioned … The one thing I’ve never done, I’ve never been to one of the industry conferences. Is that something you started? Have you always done it?
Ryan Stewart: A little bit more and more. I’m a little bit bougie in the fact that I don’t like to go and just sit and spectate. I like to go and speak.
Phil Singleton: Great, okay. So you’re doing it more as a speaker then?
Ryan Stewart: Yeah.
Phil Singleton: That’s makes a lot of sense.
Ryan Stewart: Because I’m a huge introvert. You see me on camera and this and that, and it’s for the business. But you put me in a room full of people I don’t know and I will just sit there and awkwardly stand there.
Phil Singleton: That’s why I got into SEO man. All of a sudden Google chased me out of my hole…
Ryan Stewart: But when I speak, people will come up to you and interact just naturally. So I’ve been a little bit more speaking. I actually was at a conference … And if it’s a cool place too and they pay me to travel, I’ll travel there for free too. But I live in Miami, it’s tough for me … I work at home all the day, all the time. And it’s difficult to get me out of here. I’m not going to go to some random place that I’ve already been to.
Phil Singleton: Has to be worth it, right?
Ryan Stewart: Yeah, exactly. So the point is that I was in Austin in September with Brian Dean at a conference, and we talked a lot. Super nice dude, super smart, amazing business model too. Doesn’t work with clients, he just makes seven figures a year from launching one course every year. And then it’s all from his blog and YouTube. He’s really smart dude.
Phil Singleton: So on that note, was there a point when you started to get actually clients off of people knowing who you are and doing the speaking versus … I do a little bit of it, but still the vast majority of our stuff comes in from referrals, our own SEO, and maybe podcast. A lot of people that go, “Oh, I heard you speak somewhere.” But obviously for you that must work because you’re out there all over the place. You’ve got a huge, highly engaged audience. A lot of people know you in the industry. What percentage of clients come just from that?
Ryan Stewart: I would say 100% between my partner Nick, Nick Eubanks, he’s also really well known in the SEO space, brilliant technical SEO, really smart businessman too. But conferences are a little bit saturated now. It’s usually the same people up there talking to the same people. It’s really more for networking purposes. I don’t really get clients from when I speak at a marketing or SEO conference.
Phil Singleton: The YouTube stuff out there, people are coming in, that kind of thing?
Ryan Stewart: Yeah, so that’s the thing is it’s my opinion that with this much … Most of the ROPs that we get now are almost sole sourced from people because they know me or my partner and they want to work with us as long as the price and the pitch is right. So I would say probably like 90% of our clients come through that. 90% of our leads anyways come through that. So yeah, its really powerful stuff.
Starting, Building and Selling an eCommerce Business
Phil Singleton: All right, let’s jump in … I could literally just go on and on with you, but I do want to talk about … Because I think for me the one thing that really struck and I was like, “Holy cow, this guy is a genius,” for lots of different reasons, but the Laces Out project was awesome. Because on so many different levels, I mean one, it’s like, first obviously, things that went on the internet now is you got clients that come to you that want to be the Amazon of something. No, it’s the niches that win. That was a highly niche-based product. I loved it because I’m just thinking in my mind, “Here’s something that people will pay for. It’s really light.” To me, the margins have got to be good.
Phil Singleton: Then, what the coolest thing was, you’re actually using it as a case study that people are linking back to, and it’s probably helping that business out because you are using it as a case study. And I was like, “This was blowing my mind how many angles you were playing on it.” And I’m sure it was all intentional, but for me I was like, “Okay, now I gotta really start paying attention to what this guy is doing because that was brilliant.” So talk a little bit about how that came about, why you picked it.
Phil Singleton: And then I want to ask you something almost as free consulting. Because I see some things at the local level, and it’s like geez, should I start buying? I’m almost thinking of buying into some local businesses. You’ve got a platform to do some stuff on, you could literally probably rank number one for anybody. But it makes sense to buy into another business for that reason. You could use it as a case study. You could make it another source of income, that type of thing. But before we get to that piece, I want to talk about Laces Out happened, and how did you turn it into so many wins like that?
Ryan Stewart: That was probably within my first few months of being, so we’ll talk about my failure in the future, but I had my own agency experience a little bit before WEBRIS, so I knew dealing with clients wasn’t really what I wanted to be doing. And I wanted a new challenge for myself. I wanted a new project. I’m somebody who has to be … I can’t be working on one thing. I need at least two businesses to focus my attention, at least two, to keep me motivated.
Ryan Stewart: So I had been seeing a lot of stuff about Amazon FBA, and I wanted to start something on Amazon, fulfilled by Amazon, more of an eCommerce play, something different than working with clients. So I did a lot of research and I came across, I really like sneakers, like I said, I’ve been athlete my whole life.
Phil Singleton: So this was, at the beginning, it was more an intellectual, “I just want to try this and learn it,” type of thing to satisfy your brain power? You can’t focus on one thing, gotta have a couple things. So that’s kind of how it started, am I hearing that right?
Ryan Stewart: Yeah, exactly. I’m a firm believer that we have a very unique skill set that, again, kind of what we talked about in the beginning is that a lot of people just use it as a job, but I see it as an opportunity to do something that I love and to free up my time and get paid for it.
Phil Singleton: Awesome, so Amazon FBA, so you started that, and you started looking into it.
Ryan Stewart: Yep. And I did a lot of research. I buy a lot of courses. I’m a firm believer, buying courses from people, because I’ll just listen to videos and fast forward and consume a whole new business plan in a matter of weeks. It’s pretty awesome what we can do now. But anyway, so I started researching a lot about what works and how the algorithm there works. And I came across shoe laces because it was something that is light, it’s cheap, people never complain about. And if you can angle it and position it the right way, they’re all selling the same thing, it’s more about the package that you put on it and the feeling that people get from that.
Ryan Stewart: So I started Laces Out, just started a website on WordPress. Ended up not doing Amazon FBA for a lot of reasons, mainly because of the fact that I’m a marketer, and it’s hard to build a brand on Amazon. Although, in hindsight, seeing what’s happening on Amazon now and where we’re going, I wish I would have stuck with Amazon or put more effort into it. But I just had so much success with content marketing for Laces Out, just building likes and viral content.
Ryan Stewart: As an expert marketer, when you walk into a space where there’s not a lot of marketing taking place, you can grow something very quickly. And it happened again, actually, I was interim CMO of this cannabis product company like eight months ago, and the same thing. There’s not a lot of marketing knowledge in that space, it’s still blossoming, but a ton of online volume.
Ryan Stewart: But anyways, with Laces Out, just a lot of content marketing outreach, not even like the craziest type of stuff. I was building infographics and submitting them and they were going viral on like the biggest sneaker websites, which have a tremendous reach, an unimaginable reach and how viral that culture is, and Instagram and all that stuff. So it was a fun project, but I was sourcing my own products from China. I had to dedicate one of my employees to do all the shipping and stuff. It was just burning up too much resource. It was making good money.
Phil Singleton: That’s the type of business starts to be like, “Okay….”
Ryan Stewart: Yeah, exactly. I didn’t want to deal with the logistics of it. It was great because it was making me like $5,000 to $10,000 of pure profit, passive income a month. But it just got to the point where I was like, “You know what, it’s still taking too much of my time and attention, and I don’t want to be dealing with stuff that …” That’s what it would cap out at. I couldn’t get that to be a million dollar business. It would never happen. And I realize now, the older I get, the less time that I have to do these things, I want to be focused on projects that have a much higher return, much higher cap rate. So I ended up selling that just on Empire Flippers, made a good amount of money off it. But I just unloaded that, and then a case study.
Phil Singleton: Ultimate, exactly. That’s so awesome to have that and just be like. This gets kind of to the question I was going to ask. I literally had a client come in here the other day. He’s not actually a client yet, but he’s thinking that he’s here. He’s thinking about moving to another state, taking the business and rebuilding it. So he’s thinking about selling this business that he has. He ranks really well. It’s kind of a home services of thing. He has tons of leads, so many that he can’t even do them all. So his business is limited by his ability to scale. So he thinks the business is worth about what I think it is. He had somebody offer him 30 or 50 grand for it. And I was like, “Dude, I will pay you 50 grand right now for this business.”
Ryan Stewart: Yeah, for sure.
Phil Singleton: I’ll pay you 100 grand for it. I’ll write you a check right now. That got me thinking, “Gosh, it is awesome to do what you’ve done.” One is because I feel like I’m in, you probably feel the same way, I feel more so because I’m older than you, but I feel like I’m in my prime earning years, and I’ve got this ability to help folks out. There’s got to be a different way to scale out some knowledge. If I can do it passively and spend a little bit of time and get a big chunk of the upside and really help these businesses grow.
Phil Singleton: But then on the flip side, I’m like, “I don’t really know anything about window treatments and blinds and stuff like that. How am I going to find somebody to run it. Maybe I get 50%. Am I going to go down a black hole and start pulling me away from the 60 plus clients that I got right now that I’m responsible for lead generation for and all?” So what are your thoughts on that? Because I think it would be cool to say, “Hey, I’m a business owner just like you. I bought this company. And now I’ve had it grow four or five times because we put a proper marketing and digital plan in.” How awesome is that and then you get more leads on top of that? On the other hand, is this is something where I’m just like, “Man, you step into something, maybe you get pulled into it and it starts hurting your main business.” Thoughts on that? This is the counsel because I’m literally thinking about this right now, and I want somebody to either talk me into it or talk me out of it.
Ryan Stewart: I’m always the type of person that’s going to talk you into it. I truly believe that we, like I said and like you just said, we have a skill set that when you really break it down of who really knows what they’re doing and not just can talk about it, but can put in a plan to execute and then build a business on the back of it. We’re in a small percentage of people. So yes, I think you should highly consider it depending on pricing obviously.
Ryan Stewart: And I think at the very least what you could do is, forget the business, you could just sell the leads. You could sell those leads for 250 a pop. I sell a lot of my SEO leads, to be honest with you, to people because I get a lot of them that are just not qualified for. So I just push them off, and I make more money off that. Lead selling is a very legitimate … Especially if you have control over all the advertising, all the marketing, you could even set up like a chat bot to pre-qualify them all, you know what I’m saying? Sell them for even more.
Phil Singleton: Awesome.
Ryan Stewart: That’s a true passive play. And then of course you could obviously set up a business on the back of it too, which can then take off and grow in its own right because you’re going to get its. It’s just going to grow aside from just the SEO play that you have going on with it. So I think yes to both.
Phil Singleton: You have so many things to hang your hat on that it’s not really … Like the Laces Out thing is really cool. But I could just see from a local play being able to say, “I own. I bought it. Of course I can do this for you. Look at this business.”
Ryan Stewart: Absolutely. So I say yes.
The $10,000 Question
Phil Singleton: Awesome. All right, so then let’s get into the final question here, the $10,000 question, tomorrow you wake up, you got all your knowledge, but nobody knows who you are, you’ve got none of the digital assets that you have right now, but all your knowledge and skill set. What would you literally start doing tomorrow? Because you’re in Miami, you got bills to pay, to start using the $10,000 that we give you to start rebuild your empire. Would you the website, would you start … Where would you start?
Ryan Stewart: Yeah, I mean, I would start, if I’m selling anything, I can sell whatever I want, or just doesn’t matter ?
Phil Singleton: Yes, anything.
Ryan Stewart: Okay. I would just throw up a landing page. I would do a couple of videos and just advertise on them. I would do like a webinar video that really shows in-depth process of whatever it is that I’m selling. This is, of course, assuming it’s still SEO or consulting or….
Phil Singleton: Could be any of that.
Ryan Stewart: Anything, whatever it may be. The webinar model still works, and just with video. You don’t even need a website. That’s kind of the thing. I would spend 90% of the money on (digital) advertising, just promotion, promotion, promotion, promotion.
Phil Singleton: You’d get something nice and clean up and start promoting and you would.
Ryan Stewart: Yes, just capturing leads and then just giving them a phone and closing it. You know what I mean? It’s still something that not enough … Especially the SEO community, I think that’s one of the reasons why you see me so much is because nobody advertises, man. People publish a blog post and expect it to … They’ll do manual outreach to people to get them to promote it, but it’s like that’s such a waste of time. It’s so much effort time wise that it’s still money coming out of your pocket as opposed to just like put it on Facebook.
Phil Singleton: Was that a big step for you? You say you’re an introvert, but you’re awesome. You’re very charismatic. You got a lot of stuff. You’re very articulate. You get a lot of information out. Was there a point where you’re just like, “Uh.” Because I’m okay at speaking, I’m not great, I’m good enough to get the knowledge out, but it drains the hell … I got to take a nap after I do like. Just physically drains me.
Ryan Stewart: I 100% agree. After I speak, I have to go up to the hotel room and lay down, no joke, for like 45 minutes.
Phil Singleton: That’s an introvert. You can’t help it. It’s just physical.
Ryan Stewart: Yeah, dude, it’s exhausting. And yes, I feel the same way now, but I look at it this way, and it’s still painful. I am really trying to push myself to do more on Instagram because even that is a wide open playing field for people in the business space. The influencers and fitness people had their day, it’s kind of spammed out, but it’s just now people are swinging, everyone’s on Instagram, and everyone’s checking it. Not so much Facebook anymore. But Instagram is different than Twitter. It’s different than YouTube. YouTube is more informational. Instagram is a lot more personal. And I have a lot of trouble showing that side of my life just because it makes me super uncomfortable.
Ryan Stewart: I am not the type of person that’s going to have my cell phone out, my food everywhere. I can’t do it. It’s just not who I am, and it goes against how I feel. But it’s the same thing when I started doing the YouTube stuff, blogging, all this stuff. Because you do have to put yourself out there and people are going to criticize you. They’re going to talk. They’re going to … It’s just what happens when you put yourself out there.
Just ask yourself: If I do this, is it going to help the business?
– Ryan Stewart
Ryan Stewart: And it’s not even the whole, “Don’t worry what other people think, you shouldn’t.” It’s more about a very simple choice. Just ask yourself, “If I do this, is it going to help the business?” Absolutely, then if not, then I’m standing in my own way. So it becomes a very simple decision for me to just dive all in and do it.
Phil Singleton: Then you get used to it, you get a little bit numb to it. It’s kind of like just doing your routine, I guess.
Ryan Stewart: Of course.
Phil Singleton: Get it over with.
Ryan Stewart: I can film a video like nothing, but still when I try to do something on Instagram … Like I have this video filmed that I want to promote on Instagram, but I’m not comfortable posting it. I’m just not.
Phil Singleton: Wow.
Ryan Stewart: It’s just too personal for me there. But I have it on YouTube and Facebook and I couldn’t care less. There’s something … So yeah, in that sense, it’s yeah.
Ryan Stewart’s New Projects
Phil Singleton: Okay, sweet man. All right, let’s wrap it up here. Just let us know what your hot on, where we can find you. Obviously, you just talked about Instagram, so that’s a great place. We’ll make sure that we get those links up. But what else, what are your projects? Where can we follow you? What else are you promoting right now?
Ryan Stewart: Yep. So just really two things right now, the agency From the Future. We pretty much only do enterprise SEO in U.S. projects, so big eCom websites, massive B to B, SaaS companies, stuff like that. And then Theblueprint.Training, that’s basically where I’m funneling all of my advanced knowledge, really more SEO … It’s an SEO agency in a box is what I’m calling it. It’s everything from client onboarding to technical SEO to monthly reporting all done for you, videos, templates, everything that you need. So that’s kind of what I just launched last two weeks ago now, and I’m pushing that really hard.
Phil Singleton: Oh, yeah. You got obviously, your audience is probably dying for that…
Ryan Stewart: Yeah, it’s been going well.
Phil Singleton: Especially that process, a lot of the guys are probably like myself who have been able to build up decent sized business without embarrassingly enough having decent processes in house. A lot of us are flying by the seat of our pants. We do really well, we start choking on whatever the number of clients is you start choking on. Then you have to be able to come back and be able to scale it to get bigger. And that’s painful. Obviously came natural to you for a lot of reasons, but I think that’s a big weakness in SEO in general, especially with the ones that have raw talent to see some of this stuff. But definitely, definitely check that one out.
Phil Singleton: The other thing I was going to … I’m going a little bit off topic there. Oh, on the SEO front, the people that are ideal for this program, what are they? Are they more enterprise play? Is this guys local, that are shooting local? Is it all over the place? What’s the typical-
Ryan Stewart: Yeah, it’s SEO agencies and consultants. I really am broad that way, pretty broad. If you’re doing over like five million a year as an agency, you don’t really need it. You could definitely use it. Basically what I’m trying to position as is like internal training for agencies. So our agency goes through it all the time. We hire someone new and then we have to rely on our existing staff to pull them off billable work to train someone. We’re literally burning money. And then the SEO processes training. And it’s pretty advanced too. You walk into it like I’m not going to tell you what a canonical tag, you have to know what it is. It’s not an intro course.
Phil Singleton: I saw the tools that were up there. It was like all the ones that I use, SEMRush, Ahrefs, Google Search Console, and some other ones….Screaming Frog.
Ryan Stewart: So it’s really great, that’s true, exactly. It’s built for people that are doing five to ten K a month all the way up to like 100K a month, but are having trouble, just like you said, getting to that next step. A lot of people just hit natural plateaus when they get to certain points of the business. I did. Everyone does. So it’s meant for those people to kind of like guide them through that process and get to that three to five to ten million as an agency.
Phil Singleton: So cool, dude. We could go on and on. I love talking shop and especially if somebody’s been through it and still is in. We’re going to put all of this great stuff up in the show notes. You’ve been an awesome guest. This is already one of my all-time favorites. We’re going to put a couple links summary. You can send me a couple of your favorite blog posts up on WEBRIS and a couple other ones that I’m thinking of right now, From the Future, whatever else. Send us a couple things that you got, and we’ll make sure we include those in the show notes too. Really appreciate, this has been awesome.
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