WEBVTT

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Welcome to another riveting episode in the

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series, the MBA for the DPT.

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Do you want to say thanks for our

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friends at Flagler Health using AI to

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engage patients,

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automate RTM and drive ninety nine percent

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clean claims.

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You actually get paid for the care you

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deliver.

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It's sort of why you did it.

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More adherence, fewer denials.

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fascial revenue.

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Most clinic owners think growth comes from

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referrals until referrals slow down.

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Today's guest helps health and wellness

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businesses solve a problem most don't

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realize they have until they have it.

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And that's being invisible online.

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She's taken her experience as a physical

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therapist and clinic owner and translated

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it into something most clinicians struggle

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to understand and

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but desperately need how patients actually

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find you in twenty twenty six and beyond.

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She doesn't just talk about things like

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SEO.

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She builds the systems that turn websites

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into consistent lead generators instead of

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just digital brochures.

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And she's here to explain why more traffic

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isn't necessarily the answer.

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Better structure is.

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Please welcome Lex Lancaster to the show,

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to the class.

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Professor Lancaster is what we'll be

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calling you today.

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Wow, that's so official.

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What an intro.

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Thank you so much.

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I'm so excited to be here.

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So this isn't on the official script.

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We're going off script immediately because

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we've known each other before.

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I feel like what you do and what

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I do is similar, not the same, right?

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A lot of times it's a pain maybe

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a business owner doesn't know they have

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until they're neck deep in it.

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Where do you start that conversation?

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Because most of the people listening are

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going to be business owners,

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not the people who are sort of like

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yourself or myself,

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which is building the solutions.

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So where do you start that conversation?

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Because they might be like,

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I sort of know I need her,

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but don't know where to start.

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So how do you start the conversation?

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Yeah,

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that's a really great question because I

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get folks at all stages of business.

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So for me, I will tell you that,

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you know,

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when I first started my business,

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it was a lot of,

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I would tell you, yes,

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of course you need a website.

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And at that point in time,

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I did not have the evidence that I

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now have for, of course,

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you need a website because it does this

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thing.

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And I have seen it do this thing

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multiple times for hundreds and hundreds,

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maybe even thousands of people at this

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point.

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So for me, when I'm like,

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do you actually need to work with me?

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I will always tell people you can figure

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out anything you want to figure out

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anywhere, anytime.

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We all know there's YouTube University,

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right?

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And for me,

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it's I will say that I am the

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systems integrator.

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So oftentimes in my field of work,

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people specialize in one thing.

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They specialize in the email side.

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They specialize in the website.

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They specialize in the SEO.

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They specialize in the ads.

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The problem is that all of those things

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are working together all of the time.

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So if you are relying on word of

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mouth marketing,

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I'm going to tell you that's the gold

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standard.

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Keep going.

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I love it.

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Yes.

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And then the next step needs to be

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how else are we having revenue coming in

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and new patients coming in without having

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you go do a workshop every week?

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So when we look at, you know,

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do you need me?

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I will say yes.

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I never will tell someone they absolutely

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need me.

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I actually push people off of calls to

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need me.

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It's more or less,

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are you ready to have someone have a

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second set of eyes,

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look at your processes,

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look at your systems,

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look at what's going on on your website,

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your ads, your SEO,

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and then just working with someone that

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can integrate all of the pieces rather

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than hiring one person for one piece.

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And then you need to hire another person

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for another piece.

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And to be blatantly honest with you,

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Jimmy, we've all seen it.

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In PT, we have clients,

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we have patients that just trust us.

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hey, you know what, Jimmy,

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you told me this thing and I have

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so much trust in you.

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Let's do it.

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When it comes to this field,

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I will tell you that there are so

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many things that are really hard to trust.

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And clients will come to me and just

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be like,

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I just don't know who to trust.

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I don't know what to do because this

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is stuff I don't understand.

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And sometimes they've been,

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I use the word bamboozled,

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thanks to Heather McMahon,

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the comedian in the past.

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And they just don't know what to do.

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And for me,

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I really pride myself on giving people

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every single option so that they can then

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make a decision.

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Good decision.

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Yeah.

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I've said this to people before.

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You don't need to be the world's expert

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on how to solve a problem.

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I think you need to be competent to

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do it.

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And you need to be the person someone

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knows.

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Yeah.

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This is why when I turn to my

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buddy who's lived in my hometown for a

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million years and I say, hey man,

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this type of lawyer, who do you got?

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And he's like, one of these two,

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that's it, right?

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But now that's word of mouth.

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You would say that's word of mouth.

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He's earned it.

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You can facilitate word of mouth several,

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many different ways.

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And this is where we bring you in.

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Now we get to tactics.

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First of all,

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I like to just take the obvious and

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I'm using air quotes.

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and make sure it's stunningly obvious.

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So for the clinic owners who are like,

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okay,

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I'm wading into this little river here,

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who hears SEO and immediately is like,

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yeah, I know what that, I got,

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I understand that.

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Let's go basic to the basic.

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What is SEO really?

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Yeah.

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So SEO, search engine optimization,

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it basically means getting found on Google

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from,

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by your ideal client when they search for

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the service that you provide or the

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problem that you solve.

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Folks often forget that part.

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And that is important because more traffic

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does not mean more customers unless they

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are your actual ideal client.

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But I want more.

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But here's the problem, right?

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Because more might cost me more.

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So if it's more of the wrong person

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who's never going to use me,

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it does not care.

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That feels like wasted effort, time,

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and money.

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So SEO at the heart of it,

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how I market it and how it exists

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in the world, it's free.

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So this is essentially free traffic.

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So if we compare it to something like

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Google ads,

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you're not spending money to get these

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leads.

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However,

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let's just think about the person who

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comes in your clinic.

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who's not your ideal client it costs a

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lot exactly like you just said

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energetically to work with someone that

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you don't want to work with so just

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getting in front of everybody doesn't

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matter we don't want to just get in

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front of everybody we want to get in

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front of the person that you like to

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help so if you're the acl specialist we're

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going to get you in front of folks

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who have you know they want that acl

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prevention side they want to return to

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sport after acl surgery right and

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Correct.

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You've said you've talked people out of

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working with you before.

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I wind up talking more people out of

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working with me because I'd rather get to

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the know as quick as possible.

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Because if I convince someone,

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if I talk them into it,

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but I know from the start it's probably

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not a good fit,

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they're not going to follow through,

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whatever the issue is,

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I'd rather have that person walking

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around, word of mouth, saying,

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No, he knew his stuff.

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She knew her stuff.

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And I just wasn't a good fit.

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But you might be,

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so you should go talk to him.

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Or I can go deeper.

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No, it's not going to work.

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It doesn't work.

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And I've burned that bridge.

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I don't know.

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I also just feel morally bad about it

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if you know it's not a good fit.

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I think we can talk about this clinically

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or business-wise.

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Clinically, we say refer out.

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That's the thing we're taught.

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I think business should be the same way.

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If you don't think you're a great fit

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and you know someone who would be a

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better fit...

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I don't know.

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My internal moral obligation says refer

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out.

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Absolutely.

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It's like someone who comes to me.

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I only work on the Squarespace website

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platform.

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I am proficient.

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I'm fast.

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And that is where I work.

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And if someone comes to me from a

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WordPress website,

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I am very happy to provide consulting.

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I will give you the SEO.

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I will consult with you.

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However, the implementation side...

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refer out.

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So I have some people who are like,

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hey, Lex, I trust your wisdom.

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I want to know what you have to

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say about my website,

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but I'm on WordPress.

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What can we do?

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For me, I will do the consulting side.

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And then if they need a referral for

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a WordPress folk who can implement said

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recommendations for me,

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I can refer to them.

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It's an energetic exchange all the time.

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And for me to take on some type

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of work that is not what I'm proficient

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in, one,

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I don't feel good about charging you

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money.

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when I'm not proficient and fast at that

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thing.

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And it doesn't give me joy to do

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that either.

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So yes,

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we're referring out as much as possible

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whenever needed.

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All right.

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So how does SEO actually work?

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Now that we understand what it is,

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what it isn't,

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how does it actually work in a way

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also that leads to the right patients

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walking through the right door at the

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right time?

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Yeah.

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So this is where we talk about the

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integration side, right?

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So regardless, at any point in time,

00:09:09.971 --> 00:09:11.753
your website needs to be what I say,

00:09:11.854 --> 00:09:12.594
working for you.

00:09:13.075 --> 00:09:15.317
If your website is speaking to someone

00:09:15.337 --> 00:09:16.619
who's not your ideal client,

00:09:16.759 --> 00:09:18.160
I don't care how much effort you put

00:09:18.201 --> 00:09:18.922
into SEO,

00:09:18.942 --> 00:09:19.942
you're going to bring people to your

00:09:19.962 --> 00:09:21.304
website and then they're likely not going

00:09:21.325 --> 00:09:22.947
to become patients or you're going to get

00:09:22.986 --> 00:09:24.148
patients that are not actually who you

00:09:24.168 --> 00:09:24.629
want to work with.

00:09:25.129 --> 00:09:28.049
so for seo we are bringing in traffic

00:09:28.090 --> 00:09:30.210
folks who are googling anything i'm

00:09:30.250 --> 00:09:32.171
talking about problems or solutions so

00:09:32.230 --> 00:09:35.192
folks are saying knee pain with running or

00:09:35.292 --> 00:09:36.591
they're searching for physical therapy

00:09:36.631 --> 00:09:37.831
those are two different people don't

00:09:37.871 --> 00:09:40.373
forget one person knows that they need

00:09:40.413 --> 00:09:42.212
physical therapy and they're ready to buy

00:09:42.493 --> 00:09:44.214
the other person is saying hey you know

00:09:44.313 --> 00:09:46.474
i have this problem google i am looking

00:09:46.514 --> 00:09:48.674
to solve it what is the solution and

00:09:48.695 --> 00:09:50.934
then obviously we're looking to pitch that

00:09:50.975 --> 00:09:52.556
solution with content that we're creating

00:09:52.596 --> 00:09:53.135
on our website

00:09:53.556 --> 00:09:56.256
But SEO goes back to our website structure

00:09:56.317 --> 00:09:58.077
and our website messaging, right?

00:09:58.197 --> 00:09:59.077
Who are we talking to?

00:09:59.118 --> 00:09:59.839
What are we good at?

00:09:59.859 --> 00:10:00.719
What are we not good at?

00:10:00.759 --> 00:10:01.558
Who are we for?

00:10:02.000 --> 00:10:03.960
Which then, let's go back even further,

00:10:04.341 --> 00:10:06.522
goes back to our ideal client, right?

00:10:06.562 --> 00:10:08.121
Who are we actually wanting to work with?

00:10:08.142 --> 00:10:09.123
What problems do they have?

00:10:09.163 --> 00:10:10.342
What problems do we actually want to

00:10:10.482 --> 00:10:10.962
solve?

00:10:11.023 --> 00:10:12.823
What questions do we actually want to

00:10:13.004 --> 00:10:13.403
answer?

00:10:13.845 --> 00:10:16.505
And then take one more step back, right?

00:10:17.285 --> 00:10:19.647
That goes back to our values, right?

00:10:20.129 --> 00:10:21.631
and who we are as a human.

00:10:22.113 --> 00:10:24.836
All of that stuff leads to folks finding

00:10:24.876 --> 00:10:25.577
you on Google.

00:10:25.618 --> 00:10:27.562
Because when someone searches something on

00:10:27.621 --> 00:10:27.981
Google,

00:10:28.001 --> 00:10:30.245
the whole point of SEO is for you

00:10:30.285 --> 00:10:30.966
to come up.

00:10:32.062 --> 00:10:33.123
period.

00:10:33.322 --> 00:10:34.224
And folks will say like,

00:10:34.244 --> 00:10:35.144
you have to be number one.

00:10:35.164 --> 00:10:36.206
You have to be number one.

00:10:36.767 --> 00:10:37.687
I actually disagree.

00:10:37.827 --> 00:10:39.249
I'm a very competitive person.

00:10:39.269 --> 00:10:40.910
I'm a very, very competitive person.

00:10:41.051 --> 00:10:42.772
I want people to be number one,

00:10:43.232 --> 00:10:45.274
but there is a lot of evidence to

00:10:45.315 --> 00:10:47.476
suggest that even if you are number two

00:10:47.557 --> 00:10:48.298
or number three,

00:10:48.618 --> 00:10:50.139
people will open up three different

00:10:50.179 --> 00:10:52.201
websites at one time and they will look

00:10:52.241 --> 00:10:54.003
at all of your websites and compare them

00:10:54.082 --> 00:10:54.384
and say,

00:10:54.484 --> 00:10:55.705
who is the best fit for me?

00:10:56.264 --> 00:10:56.385
And

00:10:57.046 --> 00:10:58.729
That's where I'm, I go back again,

00:10:59.028 --> 00:11:00.772
your website needs to do that work for

00:11:00.812 --> 00:11:01.011
you.

00:11:01.413 --> 00:11:02.955
And for physical therapists, you know,

00:11:03.115 --> 00:11:06.660
there's a common practice where PTs will

00:11:06.681 --> 00:11:08.403
say, especially in the cash-based realm,

00:11:08.423 --> 00:11:09.765
it's like, call us to book.

00:11:10.577 --> 00:11:12.879
Thing is, or let's boil it back down,

00:11:13.360 --> 00:11:15.581
people want to solve their problem when

00:11:15.600 --> 00:11:16.701
they're on your website.

00:11:17.121 --> 00:11:19.322
They want to check the box, right?

00:11:19.342 --> 00:11:20.964
They want to do something that's solving

00:11:20.985 --> 00:11:22.384
their problem when they get there.

00:11:22.424 --> 00:11:24.866
So if it's very difficult to solve their

00:11:24.907 --> 00:11:26.268
problem when they get to your website,

00:11:26.327 --> 00:11:28.249
again, back to that website structure,

00:11:28.369 --> 00:11:29.809
your website has to be working for you.

00:11:30.149 --> 00:11:32.010
They're likely not going to convert,

00:11:32.091 --> 00:11:32.812
if you will say,

00:11:32.871 --> 00:11:34.413
because we want to talk about conversions.

00:11:34.712 --> 00:11:35.873
They're likely not going to convert

00:11:35.893 --> 00:11:37.033
because it's just difficult.

00:11:37.173 --> 00:11:39.114
Or let's just say you're not the person

00:11:39.153 --> 00:11:39.474
for them.

00:11:39.553 --> 00:11:41.335
And I think that's a beautiful thing.

00:11:41.934 --> 00:11:43.816
It's a beautiful thing to get more traffic

00:11:43.836 --> 00:11:44.375
to your website.

00:11:44.416 --> 00:11:45.775
Be position one, two, three.

00:11:45.875 --> 00:11:46.937
Yes, one is the best.

00:11:47.116 --> 00:11:48.517
I won't disagree with that.

00:11:48.557 --> 00:11:49.457
But if you're two and three,

00:11:49.477 --> 00:11:51.798
you will still get people with you.

00:11:51.878 --> 00:11:52.177
Yes,

00:11:52.618 --> 00:11:53.999
because people will open up different

00:11:54.038 --> 00:11:54.418
websites.

00:11:54.438 --> 00:11:55.999
There are three pelvic health providers

00:11:56.019 --> 00:11:57.340
who are always going to show up in

00:11:57.379 --> 00:11:58.139
the same search.

00:11:58.519 --> 00:11:59.660
They're going to choose the one that

00:11:59.701 --> 00:12:00.341
speaks to them.

00:12:01.514 --> 00:12:02.835
And that's your opportunity.

00:12:02.875 --> 00:12:06.158
Your website is your opportunity to be the

00:12:06.217 --> 00:12:08.320
person for who's searching.

00:12:09.039 --> 00:12:10.061
They always say the guy.

00:12:10.381 --> 00:12:12.143
If I want to have a podcast introduction,

00:12:12.182 --> 00:12:13.884
if I want someone to host my podcast,

00:12:13.923 --> 00:12:14.965
if I'm not going to do it myself,

00:12:15.085 --> 00:12:15.806
I'm going to ask Jimmy.

00:12:15.846 --> 00:12:17.407
Jimmy's the guy.

00:12:17.447 --> 00:12:19.028
You need to be the guy,

00:12:19.109 --> 00:12:20.409
if you will, proverbially,

00:12:20.470 --> 00:12:22.751
for the person that you want to work

00:12:22.772 --> 00:12:22.932
with.

00:12:24.740 --> 00:12:25.961
You've said that having a website and a

00:12:25.980 --> 00:12:28.902
Google business profile is like the floor,

00:12:29.062 --> 00:12:29.741
but it's not enough.

00:12:30.001 --> 00:12:30.763
I mean, you have to have it.

00:12:30.783 --> 00:12:31.702
You haven't filled that out.

00:12:32.383 --> 00:12:34.464
You skipped name,

00:12:35.024 --> 00:12:37.083
address on the college application, right?

00:12:37.344 --> 00:12:37.903
Yes, yes.

00:12:38.224 --> 00:12:40.144
So where do clinics, after they,

00:12:40.184 --> 00:12:41.404
of course, now listen to this,

00:12:41.424 --> 00:12:42.164
they have a website,

00:12:42.205 --> 00:12:43.666
they've filled out the business Google

00:12:43.706 --> 00:12:44.186
profile,

00:12:44.926 --> 00:12:47.466
where are clinics going wrong next?

00:12:47.687 --> 00:12:50.048
What are the next simple steps that they

00:12:50.067 --> 00:12:51.548
are skipping over and just simply not

00:12:51.607 --> 00:12:51.847
doing?

00:12:52.557 --> 00:12:52.797
Jimmy,

00:12:52.836 --> 00:12:54.918
that's a loaded question and I love it.

00:12:55.217 --> 00:12:56.999
It's one of my favorite questions to ask

00:12:57.239 --> 00:12:58.698
or answer, I should say, answer.

00:12:58.759 --> 00:12:59.659
I love when people ask it.

00:12:59.820 --> 00:13:02.480
There are two things that I see folks,

00:13:02.880 --> 00:13:03.780
I don't want to say miss,

00:13:03.821 --> 00:13:05.261
but there's unaware, right?

00:13:05.782 --> 00:13:07.903
The first thing is a website structure.

00:13:08.023 --> 00:13:09.263
I think that when you open up your

00:13:09.283 --> 00:13:11.403
practice, guilty as charged,

00:13:11.703 --> 00:13:12.524
guilty as charged,

00:13:12.865 --> 00:13:14.325
you open up your practice, you say,

00:13:14.605 --> 00:13:16.066
my website needs to have a homepage,

00:13:16.245 --> 00:13:17.506
about page, a service page,

00:13:17.567 --> 00:13:18.287
a contact page.

00:13:18.746 --> 00:13:19.687
Love that for you.

00:13:19.846 --> 00:13:20.788
That's where we're going to start.

00:13:21.388 --> 00:13:23.049
The problem is that that does not give

00:13:23.090 --> 00:13:25.011
Google enough information to understand

00:13:25.052 --> 00:13:25.572
your business.

00:13:25.591 --> 00:13:28.075
So we actually I will speak of Google

00:13:28.115 --> 00:13:29.096
like the nervous system.

00:13:29.615 --> 00:13:31.138
It's always living in the dark.

00:13:31.158 --> 00:13:32.739
The brain is always living in the dark.

00:13:32.759 --> 00:13:35.341
And the only information that Google knows

00:13:35.422 --> 00:13:36.984
is the information that you feed it.

00:13:37.384 --> 00:13:37.783
So, again,

00:13:37.844 --> 00:13:38.966
just like the brain and the nervous

00:13:38.985 --> 00:13:39.206
system,

00:13:39.245 --> 00:13:40.807
we have to give it information in order

00:13:40.826 --> 00:13:42.609
for it to understand and then have an

00:13:42.668 --> 00:13:42.990
output.

00:13:43.610 --> 00:13:45.350
so when it comes to our website we

00:13:45.370 --> 00:13:47.451
have to give it more information so if

00:13:47.490 --> 00:13:49.032
we think about just having a generic

00:13:49.072 --> 00:13:51.432
service pages service page that's not

00:13:51.493 --> 00:13:53.332
enough to give google an idea of what

00:13:53.352 --> 00:13:55.033
we actually do right what do you do

00:13:55.053 --> 00:13:57.533
you do physical therapy do you do pelvic

00:13:57.553 --> 00:13:58.695
health physical therapy are you a

00:13:58.735 --> 00:14:00.475
concussion specialist what do you offer

00:14:00.554 --> 00:14:02.895
right so the first part is structure if

00:14:02.916 --> 00:14:04.817
you have a basic website home about

00:14:04.876 --> 00:14:06.976
services contact the next step is going to

00:14:07.076 --> 00:14:10.238
be to develop specific service pages what

00:14:10.258 --> 00:14:11.759
services do you actually offer

00:14:12.278 --> 00:14:13.720
One page per service.

00:14:13.740 --> 00:14:14.620
Is that your suggestion?

00:14:14.921 --> 00:14:15.301
Yeah.

00:14:15.500 --> 00:14:16.421
One page per service.

00:14:16.600 --> 00:14:17.302
Yes, exactly.

00:14:17.341 --> 00:14:18.302
So it's like, you know,

00:14:18.322 --> 00:14:19.543
we have physical therapy.

00:14:19.623 --> 00:14:21.043
Maybe we have concussion management.

00:14:21.083 --> 00:14:22.144
If we're a pelvic health provider,

00:14:22.203 --> 00:14:23.384
it's pelvic health, physical therapy,

00:14:23.445 --> 00:14:24.806
postpartum PT, pregnancy,

00:14:24.826 --> 00:14:27.006
physical therapy like that,

00:14:27.067 --> 00:14:28.587
because that is how Google is going to

00:14:28.687 --> 00:14:29.727
understand your business.

00:14:29.788 --> 00:14:32.409
Now, another step is going to be content.

00:14:32.529 --> 00:14:33.429
And we say content.

00:14:33.590 --> 00:14:34.110
Yes, of course,

00:14:34.130 --> 00:14:35.410
your website pages are content.

00:14:35.792 --> 00:14:36.272
However,

00:14:36.432 --> 00:14:37.673
the next piece is going to be the

00:14:37.692 --> 00:14:38.013
blog.

00:14:38.432 --> 00:14:40.294
We need to start blogging because people

00:14:40.315 --> 00:14:41.936
will say blogging is dead.

00:14:41.975 --> 00:14:42.416
Don't blog.

00:14:42.436 --> 00:14:43.197
No one's reading blogs.

00:14:43.596 --> 00:14:45.057
That is absolutely not true.

00:14:45.458 --> 00:14:47.399
We have to blog because one,

00:14:47.460 --> 00:14:48.941
Google is definitely going to take that

00:14:48.961 --> 00:14:49.522
into account.

00:14:49.922 --> 00:14:51.823
If you're going to be an expert and

00:14:51.844 --> 00:14:53.205
you want to say that you're an expert

00:14:53.225 --> 00:14:54.666
at treating a specific thing,

00:14:54.725 --> 00:14:56.366
then when I go to your website,

00:14:56.486 --> 00:14:57.128
prove that to me.

00:14:57.707 --> 00:14:59.048
Show me, don't tell me.

00:14:59.068 --> 00:14:59.509
Exactly.

00:14:59.668 --> 00:15:01.610
And when Google looks at your website,

00:15:01.830 --> 00:15:02.110
show me,

00:15:02.129 --> 00:15:03.711
don't tell me is exactly what Google says.

00:15:04.091 --> 00:15:07.893
I always use the phrase of,

00:15:08.873 --> 00:15:10.894
if you talk about everything,

00:15:10.933 --> 00:15:12.575
you're going to be an expert in nothing.

00:15:12.735 --> 00:15:14.495
And that goes for Google and your ideal

00:15:14.535 --> 00:15:14.975
client.

00:15:15.015 --> 00:15:16.035
So let's just say,

00:15:16.537 --> 00:15:19.057
picture we have a blog and a blog

00:15:19.097 --> 00:15:19.477
page.

00:15:19.898 --> 00:15:22.160
If our blog mentions we have concussion

00:15:22.181 --> 00:15:23.962
blogs and we have a hundred concussion

00:15:23.982 --> 00:15:24.764
blogs, okay,

00:15:25.264 --> 00:15:27.788
we add a new service or we decide

00:15:27.807 --> 00:15:29.089
we're going to talk one day about

00:15:29.149 --> 00:15:31.371
pediatric pelvic floor physical therapy.

00:15:31.852 --> 00:15:32.573
Google's going to say,

00:15:32.653 --> 00:15:34.696
who the heck are you to talk about

00:15:34.876 --> 00:15:35.297
that?

00:15:35.336 --> 00:15:36.879
You've been talking about concussion for

00:15:36.918 --> 00:15:37.940
the last three years.

00:15:38.640 --> 00:15:38.921
Right.

00:15:39.241 --> 00:15:41.063
So I'm not saying that you can't add

00:15:41.083 --> 00:15:42.524
a new service or you can't talk about

00:15:42.664 --> 00:15:43.546
multiple things.

00:15:43.907 --> 00:15:45.467
But when you think about Google,

00:15:45.508 --> 00:15:46.950
you have to think about it like the

00:15:47.009 --> 00:15:48.270
brain and the nervous system.

00:15:48.350 --> 00:15:50.332
The only information it knows is the

00:15:50.413 --> 00:15:51.634
information that you give it.

00:15:51.914 --> 00:15:53.636
So understand that you are starting at

00:15:53.677 --> 00:15:56.299
ground zero always when you're talking

00:15:56.320 --> 00:15:57.201
about a new topic.

00:15:57.240 --> 00:15:58.701
So if you're the ACL specialist,

00:15:58.761 --> 00:16:00.663
talk about ACLs, talk, talk, talk, talk,

00:16:00.703 --> 00:16:00.924
talk.

00:16:01.465 --> 00:16:04.206
And these platforms outside of Google or

00:16:04.265 --> 00:16:04.966
social platforms,

00:16:05.326 --> 00:16:08.086
they are constantly trying to figure out

00:16:08.226 --> 00:16:09.947
who to set you up with to have

00:16:09.967 --> 00:16:10.748
a good first date.

00:16:10.788 --> 00:16:12.288
Like that's sort of their jobs.

00:16:12.307 --> 00:16:14.048
When people rage against the algorithm,

00:16:14.769 --> 00:16:15.928
it's sort of showing you, well,

00:16:15.948 --> 00:16:16.308
you're not,

00:16:17.250 --> 00:16:18.870
you don't understand why it exists.

00:16:18.970 --> 00:16:19.831
It's not to prevent,

00:16:19.890 --> 00:16:20.971
it's not to cause you to lose.

00:16:22.081 --> 00:16:22.442
In fact,

00:16:22.922 --> 00:16:24.582
if your content is going to keep someone

00:16:24.722 --> 00:16:27.403
on that platform or be a good result,

00:16:27.823 --> 00:16:29.125
a search result for them,

00:16:29.705 --> 00:16:31.405
they want to bring you to the top.

00:16:31.426 --> 00:16:33.307
So you can get frustrated at the algorithm

00:16:33.866 --> 00:16:34.206
and say,

00:16:34.267 --> 00:16:35.547
I'm just not playing the game well.

00:16:36.128 --> 00:16:38.087
But understanding what game you're playing

00:16:38.349 --> 00:16:39.708
and being as clear,

00:16:40.149 --> 00:16:41.690
how many different ways can you show

00:16:41.730 --> 00:16:43.311
Google with words, with pictures,

00:16:43.350 --> 00:16:45.711
with videos, with profiles?

00:16:46.052 --> 00:16:47.672
What are the different things that you can

00:16:47.711 --> 00:16:50.352
do to be the answer and not have

00:16:50.393 --> 00:16:51.693
to game the system?

00:16:52.321 --> 00:16:56.023
yes exactly it's all about expertise so

00:16:56.222 --> 00:16:58.144
you know in in google it's expertise

00:16:58.183 --> 00:17:00.065
authority and trust right and that

00:17:00.144 --> 00:17:02.225
expertise part is going to be bringing in

00:17:02.245 --> 00:17:03.746
like i'm a physical therapist and i'm

00:17:03.807 --> 00:17:05.127
talking about things that physical

00:17:05.147 --> 00:17:07.749
therapists know about so at the end of

00:17:07.788 --> 00:17:09.569
the day we have to demonstrate that we

00:17:09.630 --> 00:17:11.391
have the expertise that we're saying that

00:17:11.411 --> 00:17:11.971
we have and i

00:17:12.612 --> 00:17:13.792
I'm sure you can speak to this as

00:17:13.833 --> 00:17:14.233
well, Jimmy.

00:17:14.273 --> 00:17:15.674
It's like when I go to a new

00:17:15.714 --> 00:17:16.635
provider's website,

00:17:16.715 --> 00:17:19.097
regardless of what I'm searching for,

00:17:19.518 --> 00:17:21.019
I will always look to see what are

00:17:21.039 --> 00:17:22.500
they talking about on their website.

00:17:22.901 --> 00:17:24.442
If I'm going to someone for,

00:17:24.803 --> 00:17:25.663
I'll just say, you know,

00:17:25.723 --> 00:17:27.965
any sort of pelvic concern, pelvic pain,

00:17:27.986 --> 00:17:28.605
let's just say,

00:17:28.925 --> 00:17:30.988
but they don't talk anything about pelvic

00:17:31.008 --> 00:17:31.828
pain on their website.

00:17:31.888 --> 00:17:33.170
The first question in my mind,

00:17:33.190 --> 00:17:34.872
there's a cognitive dissonance there.

00:17:35.192 --> 00:17:35.652
I'm going to say,

00:17:35.873 --> 00:17:37.233
do they actually know how to treat me?

00:17:37.374 --> 00:17:38.414
Do they actually know how to help me?

00:17:38.894 --> 00:17:41.336
and that to me right we need to

00:17:41.356 --> 00:17:43.278
make sure we're gaining trust when folks

00:17:43.318 --> 00:17:45.000
come to our website and i also want

00:17:45.020 --> 00:17:48.103
to say that the opposite is actually the

00:17:48.182 --> 00:17:50.786
same right if i don't want to treat

00:17:50.826 --> 00:17:52.787
pelvic pain this was something that a

00:17:52.826 --> 00:17:54.729
couple i remember a woman on a call

00:17:54.769 --> 00:17:56.730
was like oh my god i don't have

00:17:56.770 --> 00:17:58.211
to talk about it if i don't want

00:17:58.231 --> 00:18:00.334
to treat it if you don't want to

00:18:00.394 --> 00:18:02.816
treat pelvic pain then don't talk about it

00:18:03.557 --> 00:18:04.076
period

00:18:05.037 --> 00:18:06.718
You don't have to talk about everything.

00:18:06.758 --> 00:18:07.278
As a PT,

00:18:07.298 --> 00:18:08.519
you come out of school and you're like,

00:18:08.538 --> 00:18:10.779
well, I must treat every single joint.

00:18:10.859 --> 00:18:11.940
I must do everything.

00:18:12.320 --> 00:18:13.520
You don't have to do everything.

00:18:13.540 --> 00:18:14.862
You don't have to be a generalist.

00:18:15.834 --> 00:18:16.714
Well, you can ask someone,

00:18:16.775 --> 00:18:20.618
what's a schedule that when you walk in

00:18:20.638 --> 00:18:23.162
and crack open the laptop in the morning,

00:18:23.823 --> 00:18:24.624
if you had a tail,

00:18:25.224 --> 00:18:26.526
who would it be wagging for?

00:18:26.886 --> 00:18:27.247
Yes.

00:18:27.748 --> 00:18:27.928
Okay,

00:18:27.948 --> 00:18:29.108
you might not be treating a hundred

00:18:29.128 --> 00:18:30.750
percent of that now, but in six months,

00:18:30.790 --> 00:18:32.432
what are we doing to move towards that?

00:18:32.873 --> 00:18:34.855
The answer is everything we're talking

00:18:34.895 --> 00:18:35.076
about.

00:18:35.528 --> 00:18:35.729
Yeah.

00:18:35.788 --> 00:18:37.490
And that's exactly what I say in all

00:18:37.529 --> 00:18:40.030
of my courses and anything I ever present.

00:18:40.111 --> 00:18:42.031
I always go to my ideal client exercise

00:18:42.491 --> 00:18:44.593
and I say, when you're filling this out,

00:18:44.732 --> 00:18:46.733
I need you to think about the patient.

00:18:47.374 --> 00:18:49.154
Five PM on a Friday night,

00:18:49.535 --> 00:18:51.336
you could be doing anything else in the

00:18:51.355 --> 00:18:51.675
world,

00:18:51.736 --> 00:18:53.676
but you're treating this person and you

00:18:53.977 --> 00:18:54.317
love it.

00:18:54.356 --> 00:18:55.457
Having the time of your life.

00:18:55.678 --> 00:18:56.518
Who is that person?

00:18:58.752 --> 00:18:59.953
Figure that out and work backwards.

00:19:00.433 --> 00:19:01.954
Yes, you have to.

00:19:02.016 --> 00:19:02.836
We have to.

00:19:03.497 --> 00:19:05.798
We have to, right?

00:19:05.897 --> 00:19:07.398
Think from their perspective.

00:19:07.880 --> 00:19:12.222
So you and I probably spend an inordinate

00:19:12.242 --> 00:19:14.044
amount of time on websites or on social

00:19:14.084 --> 00:19:14.625
platforms.

00:19:15.365 --> 00:19:17.007
So we look at things differently,

00:19:17.527 --> 00:19:17.967
probably.

00:19:18.107 --> 00:19:19.249
We're more like the matrix.

00:19:19.288 --> 00:19:20.529
We can look at the ones and zeros

00:19:20.569 --> 00:19:21.269
and we're like, got it.

00:19:21.329 --> 00:19:22.892
I'm seeing what you're doing and we can

00:19:22.932 --> 00:19:23.511
see through it.

00:19:24.272 --> 00:19:25.653
I see what people are trying to do

00:19:25.713 --> 00:19:27.195
on social posts or videos.

00:19:27.855 --> 00:19:30.137
And when you start with I, I, I...

00:19:31.078 --> 00:19:34.080
i hear nails on chalkboard and i'm saying

00:19:34.141 --> 00:19:37.564
talk about them them them right probably

00:19:37.624 --> 00:19:39.505
similar to you with website which is this

00:19:39.525 --> 00:19:41.626
is a brag page or this is a

00:19:41.666 --> 00:19:42.847
this is a place for you to you

00:19:42.867 --> 00:19:44.348
know hang all your degrees or show off

00:19:44.409 --> 00:19:46.971
all your letters but a person reading that

00:19:46.990 --> 00:19:49.833
that might be your ideal anything customer

00:19:49.853 --> 00:19:50.972
client patient anybody

00:19:51.913 --> 00:19:53.734
does not is not going to spend the

00:19:53.795 --> 00:19:57.096
time burning calories to decipher that so

00:19:57.135 --> 00:19:58.737
i know it feels good to share that

00:19:59.076 --> 00:19:59.837
if you need to put it on your

00:19:59.857 --> 00:20:02.838
website do it bury it somewhere please in

00:20:02.878 --> 00:20:04.480
the corner right that's a for you thing

00:20:05.279 --> 00:20:07.840
so let's go to tactical i got a

00:20:07.881 --> 00:20:09.541
buddy who's a mechanic when i say my

00:20:09.582 --> 00:20:11.323
car is not right he checks the same

00:20:11.762 --> 00:20:13.624
three to five things he just he's like

00:20:13.703 --> 00:20:15.164
it's it's usually one of these three to

00:20:15.184 --> 00:20:17.006
five and if it's past that it's a

00:20:17.066 --> 00:20:18.866
zebra not a horse what are the first

00:20:18.946 --> 00:20:19.267
three

00:20:20.474 --> 00:20:22.057
five things that you're looking at?

00:20:22.176 --> 00:20:23.057
Where do your eyes go?

00:20:23.117 --> 00:20:24.979
I want to know where do your eyes

00:20:25.058 --> 00:20:26.059
dart on a website?

00:20:26.661 --> 00:20:27.020
Yeah.

00:20:27.121 --> 00:20:29.784
So I will say it's different per pages.

00:20:29.804 --> 00:20:30.724
So I'm going to give you a couple

00:20:30.744 --> 00:20:31.746
different options here.

00:20:31.786 --> 00:20:33.146
So when I look at the homepage,

00:20:33.928 --> 00:20:36.029
I need to make sure that you are

00:20:36.130 --> 00:20:39.553
saying who you help, what you actually do,

00:20:40.473 --> 00:20:41.295
how you do it,

00:20:41.694 --> 00:20:42.655
and where you do it.

00:20:43.593 --> 00:20:45.394
And the where part is really important.

00:20:45.513 --> 00:20:47.556
I don't want people to come to your

00:20:47.576 --> 00:20:48.276
website and be like, well,

00:20:48.316 --> 00:20:50.037
is this person in Chicago or is this

00:20:50.076 --> 00:20:50.897
person in Florida?

00:20:51.397 --> 00:20:53.440
It's very tough to go to a website

00:20:53.480 --> 00:20:54.721
and then not know where someone is.

00:20:55.280 --> 00:20:56.662
So those are the immediate things that I

00:20:56.682 --> 00:20:57.182
look at, Jimmy.

00:20:57.461 --> 00:20:59.163
That is point yes.

00:20:59.723 --> 00:21:01.244
The other thing that I look at is,

00:21:01.325 --> 00:21:03.527
do you actually speak to the person who

00:21:03.567 --> 00:21:04.567
you want to work with?

00:21:04.688 --> 00:21:06.169
And in that regard, I'm like,

00:21:06.249 --> 00:21:07.529
what actually matters to them?

00:21:07.691 --> 00:21:10.053
You just said it, them, them, them.

00:21:11.212 --> 00:21:12.795
I know that evidence-based care,

00:21:12.835 --> 00:21:14.016
it's very important.

00:21:14.175 --> 00:21:14.855
I get it.

00:21:15.037 --> 00:21:15.656
I know.

00:21:16.037 --> 00:21:17.358
But if you lead with,

00:21:17.439 --> 00:21:19.779
we provide evidence-based care.

00:21:19.800 --> 00:21:19.980
Mm-hmm.

00:21:20.560 --> 00:21:23.163
They just want their knee to feel better.

00:21:23.583 --> 00:21:25.765
They don't care how you do it.

00:21:26.605 --> 00:21:29.166
That's how we talk about it as providers.

00:21:29.186 --> 00:21:31.669
That's like saying a restaurant is like

00:21:31.749 --> 00:21:34.590
all of our food is okay by the

00:21:34.770 --> 00:21:37.373
FDA.

00:21:37.932 --> 00:21:38.874
Are there things that aren't?

00:21:40.134 --> 00:21:42.517
Those are table stakes and we should never

00:21:42.537 --> 00:21:43.277
mention those things.

00:21:44.038 --> 00:21:45.259
At least not in the first five hundred

00:21:45.278 --> 00:21:45.538
words.

00:21:45.981 --> 00:21:46.942
No, absolutely not.

00:21:46.982 --> 00:21:47.843
And not on the homepage.

00:21:47.883 --> 00:21:51.065
The homepage is very much so your most

00:21:51.125 --> 00:21:51.945
visited page.

00:21:52.326 --> 00:21:54.007
And then typically it's the about page.

00:21:54.267 --> 00:21:55.968
And so if we're looking at the homepage,

00:21:55.988 --> 00:21:58.068
we need to have those specific things on

00:21:58.108 --> 00:21:58.390
there.

00:21:58.529 --> 00:22:02.711
And then laying out the difference that

00:22:02.751 --> 00:22:03.972
you can make for this person,

00:22:04.012 --> 00:22:06.595
because don't forget, position one, two,

00:22:06.615 --> 00:22:08.615
three, they're opening up three websites.

00:22:09.587 --> 00:22:10.407
At the same time,

00:22:10.489 --> 00:22:12.128
they're comparing you and your

00:22:12.169 --> 00:22:12.849
competition.

00:22:13.390 --> 00:22:15.550
You need to lead from a place of

00:22:15.631 --> 00:22:18.413
your values so that you attract people

00:22:18.833 --> 00:22:22.154
that also possess likely similar values,

00:22:22.775 --> 00:22:23.035
right?

00:22:23.494 --> 00:22:25.135
And how are you going to do that?

00:22:25.175 --> 00:22:26.376
It's yes, through your website copy,

00:22:26.396 --> 00:22:28.278
but you're going to talk about the things

00:22:28.298 --> 00:22:29.679
that you value in a way that that

00:22:29.719 --> 00:22:31.359
person's going to understand so that they

00:22:31.420 --> 00:22:34.161
then choose you or they don't choose you,

00:22:34.401 --> 00:22:34.601
right?

00:22:34.820 --> 00:22:35.442
Equally important.

00:22:36.001 --> 00:22:37.522
So the first thing is that homepage and

00:22:37.542 --> 00:22:39.344
does it actually speak to the person?

00:22:39.403 --> 00:22:40.704
The next thing I look at is the

00:22:40.724 --> 00:22:41.924
website structure that I've mentioned.

00:22:42.204 --> 00:22:44.487
Home about services contact is not enough

00:22:44.646 --> 00:22:44.906
ever.

00:22:44.946 --> 00:22:47.107
We need to have home about services.

00:22:47.167 --> 00:22:47.387
Yes,

00:22:47.407 --> 00:22:49.028
have an all services page that I can

00:22:49.068 --> 00:22:51.049
click on and just see what do you

00:22:51.089 --> 00:22:52.510
actually offer on one page,

00:22:52.530 --> 00:22:54.471
but then have separate pages for each

00:22:54.511 --> 00:22:55.413
service that you offer.

00:22:55.752 --> 00:22:57.294
That is important for Google,

00:22:57.334 --> 00:22:59.355
but also it's important for your clients.

00:22:59.595 --> 00:22:59.714
Yeah.

00:22:59.934 --> 00:23:01.796
The messaging that you have on a pelvic

00:23:01.836 --> 00:23:03.557
health page is going to be different than

00:23:03.576 --> 00:23:05.377
an orthopedic page, right?

00:23:05.698 --> 00:23:07.558
That should make sense to everyone out

00:23:07.578 --> 00:23:07.959
there, right?

00:23:08.999 --> 00:23:10.220
And then honestly,

00:23:10.339 --> 00:23:11.800
I will say at this point in time,

00:23:12.901 --> 00:23:17.682
backstory, I know with data,

00:23:17.803 --> 00:23:19.324
when I first started doing SEO,

00:23:19.443 --> 00:23:19.824
I was like,

00:23:19.963 --> 00:23:21.484
I'm going to prove that you can rank

00:23:21.545 --> 00:23:23.145
on Google without having a blog.

00:23:23.806 --> 00:23:24.386
I proved it.

00:23:24.666 --> 00:23:25.207
I did it.

00:23:25.468 --> 00:23:26.407
You didn't need a block.

00:23:26.667 --> 00:23:27.308
I proved that.

00:23:27.489 --> 00:23:27.990
However,

00:23:28.150 --> 00:23:29.330
I will tell you that I am the

00:23:29.351 --> 00:23:31.071
most bang for your buck type of person.

00:23:31.471 --> 00:23:33.653
And I want you to do what I

00:23:33.673 --> 00:23:36.596
call the maximized effort approach,

00:23:36.997 --> 00:23:39.259
but also in the time that you have.

00:23:39.298 --> 00:23:41.520
Because I approach all of my content,

00:23:41.540 --> 00:23:42.121
my teaching,

00:23:42.461 --> 00:23:44.542
as if you're not working with a marketing

00:23:44.563 --> 00:23:44.823
team.

00:23:45.324 --> 00:23:45.703
It's you.

00:23:46.003 --> 00:23:46.964
It's you, the clinic owner.

00:23:47.204 --> 00:23:48.807
Maybe you have an admin, whatever.

00:23:49.086 --> 00:23:50.327
We don't have a bazillion hours to do

00:23:50.367 --> 00:23:50.728
this stuff.

00:23:50.768 --> 00:23:50.887
So

00:23:51.969 --> 00:23:53.089
I will tell you the last thing I

00:23:53.130 --> 00:23:54.950
look at is do you have a blog

00:23:55.009 --> 00:23:56.711
and are you writing content?

00:23:56.810 --> 00:23:58.652
Are you writing content consistently?

00:23:59.172 --> 00:24:00.553
Are you updating Google?

00:24:00.613 --> 00:24:02.593
Don't forget, Google likes to be updated.

00:24:02.653 --> 00:24:04.134
So if Google's living in the dark,

00:24:04.233 --> 00:24:04.993
you have to kind of,

00:24:05.114 --> 00:24:06.295
I don't want to use the word poke.

00:24:06.335 --> 00:24:07.234
I don't love that word,

00:24:07.295 --> 00:24:09.236
but we have to poke Google and say,

00:24:09.276 --> 00:24:10.096
hey, still here.

00:24:10.256 --> 00:24:11.196
Hey, still here.

00:24:11.497 --> 00:24:12.396
Still writing content,

00:24:12.416 --> 00:24:13.518
still solving problems,

00:24:13.538 --> 00:24:14.998
still helping people that I want to help.

00:24:15.479 --> 00:24:17.419
And by doing, by writing blog posts,

00:24:17.459 --> 00:24:18.460
you are doing that.

00:24:18.539 --> 00:24:19.619
So the last thing is,

00:24:20.019 --> 00:24:21.260
are you creating content?

00:24:21.820 --> 00:24:22.561
And if you're not,

00:24:22.863 --> 00:24:25.086
that is one of the lowest hanging fruits

00:24:26.188 --> 00:24:26.749
to get started.

00:24:27.673 --> 00:24:29.515
It takes effort and I might be afraid

00:24:30.215 --> 00:24:31.396
when I turn that camera on or open

00:24:31.416 --> 00:24:32.017
that phone.

00:24:32.637 --> 00:24:33.117
It's fear.

00:24:33.137 --> 00:24:34.298
We talk about this often.

00:24:35.140 --> 00:24:35.980
It's not the,

00:24:36.060 --> 00:24:37.461
what camera should I have or what

00:24:37.521 --> 00:24:37.981
microphone?

00:24:38.001 --> 00:24:38.722
Those are nice.

00:24:38.803 --> 00:24:39.502
Those are nice.

00:24:40.443 --> 00:24:41.605
I get on calls with people and they're

00:24:41.625 --> 00:24:43.826
like, hey, website, social, whatever,

00:24:43.886 --> 00:24:45.268
attention.

00:24:45.347 --> 00:24:46.449
I tell people I work in your attention

00:24:46.489 --> 00:24:48.691
department and I go, wrong question.

00:24:49.171 --> 00:24:50.432
When I help people launch podcasts or

00:24:50.451 --> 00:24:52.272
YouTube channels, I say,

00:24:52.554 --> 00:24:54.694
whatever equipment you have right now,

00:24:54.775 --> 00:24:56.256
it just needs to be above a floor.

00:24:57.144 --> 00:24:58.204
Like the microphone you're using,

00:24:58.266 --> 00:24:59.885
I'm using probably a little overkill,

00:24:59.905 --> 00:25:00.807
but we do this a lot.

00:25:01.307 --> 00:25:03.067
You can get away with a forty five

00:25:03.087 --> 00:25:04.548
dollar microphone if it's OK.

00:25:05.088 --> 00:25:06.229
And the laptop camera.

00:25:06.409 --> 00:25:08.450
I say buy nothing until you prove to

00:25:08.529 --> 00:25:09.671
yourself, not me,

00:25:10.310 --> 00:25:12.332
that you're going to do ten of these

00:25:12.412 --> 00:25:13.392
or twenty of these.

00:25:13.612 --> 00:25:14.893
And then if you're like, well,

00:25:14.952 --> 00:25:16.794
now I want to get ten percent better

00:25:17.013 --> 00:25:17.273
mics,

00:25:17.394 --> 00:25:18.674
a mic or a camera might make you

00:25:19.315 --> 00:25:21.355
five to seven to ten percent better.

00:25:22.236 --> 00:25:23.778
You showing up, turning it on,

00:25:24.157 --> 00:25:26.279
recording it, and then also sharing it.

00:25:26.980 --> 00:25:28.000
That's going to get you to nine.

00:25:28.020 --> 00:25:30.584
That's the ninety percent of the of the

00:25:30.644 --> 00:25:30.903
effort.

00:25:31.773 --> 00:25:32.855
And honestly, Jimmy,

00:25:33.335 --> 00:25:35.537
what I see as being a difficult thing

00:25:35.557 --> 00:25:37.678
in SEO is that it's a time game.

00:25:38.137 --> 00:25:39.919
So when you do the work,

00:25:40.199 --> 00:25:42.141
you do not get immediate ROI.

00:25:42.260 --> 00:25:43.300
That's not how it works.

00:25:43.721 --> 00:25:46.923
So let's just say I write a blog

00:25:46.942 --> 00:25:47.703
post today.

00:25:48.104 --> 00:25:49.384
I'm not going to have a new patient

00:25:49.404 --> 00:25:51.246
coming in my door tomorrow saying, hey,

00:25:51.306 --> 00:25:52.326
I read your blog post.

00:25:52.807 --> 00:25:53.968
That's not how that works.

00:25:54.667 --> 00:25:57.090
So the tough part with SEO is that

00:25:57.250 --> 00:25:59.854
you genuinely have to embrace the process.

00:25:59.894 --> 00:26:01.876
But I will also tell and look at

00:26:01.936 --> 00:26:03.479
every PT in the eyes and just be

00:26:03.519 --> 00:26:03.719
like,

00:26:04.019 --> 00:26:05.240
don't you say the same thing to your

00:26:05.280 --> 00:26:06.422
clients?

00:26:06.501 --> 00:26:08.424
You have to embrace the process that it's

00:26:08.444 --> 00:26:09.326
going to take time.

00:26:09.385 --> 00:26:10.606
And once you embrace that,

00:26:11.067 --> 00:26:12.088
I will tell you the...

00:26:13.069 --> 00:26:15.952
The amount of people who email me,

00:26:16.073 --> 00:26:17.653
post in my course groups,

00:26:18.174 --> 00:26:20.076
send me a DM on Instagram when they

00:26:20.155 --> 00:26:23.739
see on their referral sheet that how that

00:26:23.778 --> 00:26:25.361
person found them was through a Google

00:26:25.381 --> 00:26:27.623
search or chat GPT because it is the

00:26:27.663 --> 00:26:27.942
same.

00:26:29.263 --> 00:26:30.525
That right there,

00:26:31.226 --> 00:26:34.729
the excitement that they have because the

00:26:34.788 --> 00:26:37.131
plan that they worked for six to twelve

00:26:37.171 --> 00:26:39.573
months is now here and working is

00:26:39.881 --> 00:26:40.481
It worked.

00:26:40.981 --> 00:26:41.403
Yes.

00:26:42.003 --> 00:26:42.564
It's the best.

00:26:42.984 --> 00:26:43.605
It's the best.

00:26:44.046 --> 00:26:46.809
I say it's type two fun.

00:26:48.151 --> 00:26:48.751
Type two fun?

00:26:48.771 --> 00:26:49.313
Is that what you said?

00:26:49.692 --> 00:26:50.694
Yeah, it's type two fun.

00:26:50.755 --> 00:26:51.875
Because it's a longer play?

00:26:52.317 --> 00:26:54.640
Yeah, it's type two fun.

00:26:54.680 --> 00:26:55.881
It's more like timing something with a

00:26:55.961 --> 00:26:56.422
sundial.

00:26:57.623 --> 00:26:58.223
What is...

00:26:59.244 --> 00:27:01.487
What is a good timeframe?

00:27:01.626 --> 00:27:02.567
Is it six months?

00:27:02.667 --> 00:27:03.348
Is it a year?

00:27:03.388 --> 00:27:04.450
Like what is, you know,

00:27:04.509 --> 00:27:06.131
what is like tissue healing, right?

00:27:06.191 --> 00:27:07.792
You break a bone in your, your fifties.

00:27:08.113 --> 00:27:09.473
Hey man, just FYI, this is the,

00:27:09.554 --> 00:27:10.454
this is the scale.

00:27:10.494 --> 00:27:12.836
So what is a realistic expectation?

00:27:12.936 --> 00:27:15.598
If you are doing the things that someone

00:27:15.618 --> 00:27:16.920
like you tells them to do, what,

00:27:17.560 --> 00:27:18.761
what should they expect?

00:27:19.519 --> 00:27:22.301
I will always tell people six to eighteen

00:27:22.342 --> 00:27:22.682
months.

00:27:23.722 --> 00:27:25.824
I understand that's also a huge ballpark,

00:27:25.864 --> 00:27:27.806
but it comes down to where is your

00:27:27.826 --> 00:27:28.645
clinic located?

00:27:29.166 --> 00:27:31.107
If you are located in a small town,

00:27:31.468 --> 00:27:33.588
you're going to have way faster success

00:27:33.608 --> 00:27:35.810
than someone in midtown in New York City.

00:27:37.092 --> 00:27:38.353
That is just how it works.

00:27:38.373 --> 00:27:40.693
So we say six to eighteen months because

00:27:41.054 --> 00:27:42.595
regardless of what you do,

00:27:42.796 --> 00:27:44.116
we also have a lot of other things

00:27:44.176 --> 00:27:44.557
at play.

00:27:44.876 --> 00:27:46.317
You also need to think about the fact

00:27:46.337 --> 00:27:47.939
that if you're in a big city or

00:27:48.019 --> 00:27:48.759
even a small town,

00:27:49.559 --> 00:27:51.561
If someone else has been putting in the

00:27:51.642 --> 00:27:53.123
effort before you started,

00:27:53.423 --> 00:27:55.784
you have an uphill climb.

00:27:55.865 --> 00:27:57.224
I'll tell you that you have an uphill

00:27:57.244 --> 00:27:57.605
climb.

00:27:57.965 --> 00:28:00.428
So at that rate, we're thinking, okay,

00:28:00.508 --> 00:28:02.209
so we're in a large city.

00:28:02.568 --> 00:28:04.611
There's other people who likely may even

00:28:04.651 --> 00:28:05.911
have a marketing team.

00:28:06.172 --> 00:28:08.593
They may be competing with a hospital

00:28:08.613 --> 00:28:09.193
based system.

00:28:09.433 --> 00:28:10.694
It's going to take time.

00:28:11.075 --> 00:28:12.836
We can't expect that to be fast.

00:28:12.875 --> 00:28:14.316
So six to eighteen months is a really

00:28:14.435 --> 00:28:15.156
safe window.

00:28:15.277 --> 00:28:15.836
I will tell you,

00:28:15.936 --> 00:28:18.738
most folks who are in a medium sized

00:28:18.817 --> 00:28:22.619
area will see success with an ROI,

00:28:22.660 --> 00:28:24.901
if you will, within six months,

00:28:24.980 --> 00:28:26.201
especially if you're a local business.

00:28:26.540 --> 00:28:28.001
I know that we're talking to mostly PTs,

00:28:28.021 --> 00:28:29.502
but if any physical therapist had like an

00:28:29.623 --> 00:28:31.644
online business that that is watching

00:28:31.663 --> 00:28:33.805
this, I would say you need to really,

00:28:34.684 --> 00:28:34.865
you know,

00:28:34.964 --> 00:28:36.846
buckle up because it's going to be way

00:28:36.885 --> 00:28:38.326
longer than eighteen months to be an

00:28:38.425 --> 00:28:39.467
online business ranking.

00:28:40.253 --> 00:28:43.015
Like we started this conversation off

00:28:43.055 --> 00:28:43.234
with,

00:28:43.255 --> 00:28:46.336
this is a lot of times people don't

00:28:46.356 --> 00:28:48.958
know that this was a problem until they

00:28:48.998 --> 00:28:50.258
get to you and then they want it

00:28:50.298 --> 00:28:51.378
solved tomorrow.

00:28:51.499 --> 00:28:53.500
And you're like, if I could, I would.

00:28:54.579 --> 00:28:55.740
Best time to plant a tree,

00:28:55.800 --> 00:28:56.661
twenty years ago.

00:28:56.780 --> 00:28:57.642
If you want shade,

00:28:57.721 --> 00:28:59.142
second best time is right now.

00:28:59.342 --> 00:29:00.823
So in eighteen months you could be sitting

00:29:00.843 --> 00:29:02.884
in the shade or sort of reaping the

00:29:02.903 --> 00:29:06.005
benefits of actually planting those seeds.

00:29:09.695 --> 00:29:12.097
you push organic before ads.

00:29:12.117 --> 00:29:12.218
Yeah.

00:29:12.238 --> 00:29:13.618
I'm sort of,

00:29:13.679 --> 00:29:14.819
I'm sort of with you as well,

00:29:15.580 --> 00:29:16.040
but I'll remain,

00:29:16.240 --> 00:29:17.622
I'll remain biased and shocked.

00:29:17.721 --> 00:29:20.325
Why is that the smarter move for most

00:29:20.384 --> 00:29:20.924
clinics?

00:29:21.566 --> 00:29:21.665
And,

00:29:22.066 --> 00:29:23.086
and cause I want to make sure we

00:29:23.106 --> 00:29:24.968
get explained the, how do you just,

00:29:25.167 --> 00:29:26.348
how do you describe the difference between

00:29:26.409 --> 00:29:27.130
organic and ads?

00:29:27.836 --> 00:29:28.056
Yeah.

00:29:28.135 --> 00:29:29.696
So organic traffic is SEO.

00:29:30.298 --> 00:29:31.038
And SEO...

00:29:31.097 --> 00:29:32.880
And we'll also throw word of mouth,

00:29:32.920 --> 00:29:33.599
direct traffic.

00:29:33.619 --> 00:29:35.701
Someone's typing in your website in the

00:29:35.721 --> 00:29:36.122
search bar.

00:29:36.162 --> 00:29:37.042
That's direct traffic.

00:29:37.863 --> 00:29:39.804
So if we're looking at organic search

00:29:39.845 --> 00:29:40.644
versus paid search,

00:29:40.664 --> 00:29:42.266
we're either paying money or we're not.

00:29:42.787 --> 00:29:44.887
So for organic search,

00:29:44.907 --> 00:29:47.009
we're not paying money to show up in

00:29:47.049 --> 00:29:47.730
a Google search.

00:29:47.769 --> 00:29:49.631
For paid ads, Google ads,

00:29:49.730 --> 00:29:51.212
or we can throw in meta ads there,

00:29:51.272 --> 00:29:53.074
you're paying money in order to show up

00:29:53.153 --> 00:29:53.594
in search.

00:29:53.673 --> 00:29:53.834
So

00:29:54.875 --> 00:29:57.419
That is terrifying to me,

00:29:57.558 --> 00:29:59.480
to have someone just paying money to show

00:29:59.521 --> 00:30:00.021
up and search.

00:30:00.262 --> 00:30:00.383
One,

00:30:00.423 --> 00:30:01.604
because we need to think about our own

00:30:01.644 --> 00:30:02.164
behavior.

00:30:02.806 --> 00:30:05.009
As a client or as a potential client,

00:30:05.128 --> 00:30:07.011
do you just scroll past the ads?

00:30:07.051 --> 00:30:08.314
Because I know that there are a lot

00:30:08.354 --> 00:30:10.036
of folks on Google searches that just

00:30:10.096 --> 00:30:11.377
scroll right past the ads.

00:30:11.657 --> 00:30:12.499
We're sort of conditioned.

00:30:12.858 --> 00:30:13.638
Yes, exactly.

00:30:13.719 --> 00:30:14.319
Scroll right.

00:30:14.359 --> 00:30:15.480
You paid to be there.

00:30:15.901 --> 00:30:16.621
Like,

00:30:16.681 --> 00:30:18.122
can I trust you or can I not

00:30:18.162 --> 00:30:18.602
trust you?

00:30:18.662 --> 00:30:19.782
So that's like one thing that we have

00:30:19.803 --> 00:30:20.303
to think about.

00:30:20.782 --> 00:30:22.064
Now, when it comes to Google ads,

00:30:22.104 --> 00:30:25.145
meta ads, the more tailored you get,

00:30:25.205 --> 00:30:26.446
the more expensive it is.

00:30:26.646 --> 00:30:30.209
So we have to think about how specific

00:30:30.249 --> 00:30:31.730
are we getting in our ads and how

00:30:31.750 --> 00:30:33.951
much money are we going to spend if

00:30:34.010 --> 00:30:36.732
we take away any sort of leads that

00:30:36.772 --> 00:30:38.034
we're getting from ads?

00:30:39.354 --> 00:30:40.474
And we just stopped paying.

00:30:41.295 --> 00:30:43.817
Suddenly, we're quiet in the clinic.

00:30:44.557 --> 00:30:45.857
That is terrifying.

00:30:46.018 --> 00:30:47.778
So that means you have to spend in

00:30:47.838 --> 00:30:48.818
order to get more.

00:30:49.239 --> 00:30:50.420
When it comes to SEO,

00:30:50.640 --> 00:30:52.361
I will not negate the fact that you

00:30:52.421 --> 00:30:54.382
have to spend money, quote unquote,

00:30:54.521 --> 00:30:55.221
in time.

00:30:55.643 --> 00:30:57.202
You have to put time in your schedule

00:30:57.263 --> 00:30:59.345
to do the tasks like write a blog

00:30:59.384 --> 00:30:59.664
post.

00:31:00.224 --> 00:31:02.288
But you're not forking out your bottom

00:31:02.307 --> 00:31:02.667
line.

00:31:02.788 --> 00:31:04.730
Your bottom line stays what it is when

00:31:04.769 --> 00:31:05.510
it comes to SEO.

00:31:05.530 --> 00:31:07.913
You're not adding more expense in an ad

00:31:07.953 --> 00:31:08.815
to get more clients.

00:31:09.336 --> 00:31:09.855
Rather,

00:31:10.076 --> 00:31:11.999
people are coming to you via a Google

00:31:12.058 --> 00:31:14.281
search for your specific service with a

00:31:14.301 --> 00:31:16.503
specific problem that you solve for free.

00:31:17.265 --> 00:31:19.727
So when I say organic before paid,

00:31:20.086 --> 00:31:22.367
the reason why is one, because it's free.

00:31:22.488 --> 00:31:25.230
Why would we not maximize a free channel?

00:31:25.930 --> 00:31:26.530
Two,

00:31:26.830 --> 00:31:29.353
because when someone scrolls past the ad,

00:31:29.752 --> 00:31:31.794
a Cinderella story in my mind, you know,

00:31:31.814 --> 00:31:33.835
the champagne problem, I guess,

00:31:33.894 --> 00:31:35.695
is when you're showing up in the ad

00:31:35.737 --> 00:31:36.116
section,

00:31:36.156 --> 00:31:37.917
but you're also showing up organically.

00:31:38.337 --> 00:31:38.837
I love that.

00:31:38.999 --> 00:31:40.398
Most of my clients are doing that.

00:31:40.419 --> 00:31:41.700
They are showing up in the ads if

00:31:41.720 --> 00:31:42.441
they're running ads,

00:31:42.480 --> 00:31:43.821
and they're also showing up number one,

00:31:43.862 --> 00:31:45.782
two, three, mostly, you know,

00:31:46.323 --> 00:31:47.443
for organic search.

00:31:48.365 --> 00:31:50.145
So that's the best case scenario.

00:31:50.547 --> 00:31:51.386
Number three,

00:31:51.446 --> 00:31:52.949
and this is something that I don't think

00:31:53.028 --> 00:31:54.349
is talked about enough.

00:31:54.410 --> 00:31:55.230
And I can't tell you,

00:31:55.510 --> 00:31:57.873
I will say I am someone who is

00:31:57.932 --> 00:32:00.454
very much so an integrator and I'm not

00:32:00.494 --> 00:32:01.055
a silo.

00:32:01.516 --> 00:32:02.696
When it comes to messaging,

00:32:02.797 --> 00:32:04.258
I will tell you in shameless plug for

00:32:04.298 --> 00:32:05.939
Shante, messaging,

00:32:06.940 --> 00:32:09.541
if you don't maximize your organic search

00:32:09.603 --> 00:32:10.042
first,

00:32:10.343 --> 00:32:11.943
you don't know if your messaging is

00:32:11.983 --> 00:32:12.345
working.

00:32:12.684 --> 00:32:13.306
It's a test.

00:32:13.365 --> 00:32:14.326
It's a free test.

00:32:15.186 --> 00:32:15.887
Exactly.

00:32:16.188 --> 00:32:16.647
Yes.

00:32:17.288 --> 00:32:18.930
Now, when we talk about ads,

00:32:18.950 --> 00:32:20.471
you're throwing money behind something

00:32:20.490 --> 00:32:21.991
that you don't know if it works.

00:32:22.712 --> 00:32:23.492
Imagine that.

00:32:23.594 --> 00:32:25.075
If you just sit back and think,

00:32:25.414 --> 00:32:28.257
I'm going to essentially throw money at

00:32:28.297 --> 00:32:28.897
this thing,

00:32:28.938 --> 00:32:30.618
but I don't know if it works.

00:32:31.299 --> 00:32:32.681
I don't really love risk.

00:32:33.161 --> 00:32:34.602
I'm not a huge risk taker,

00:32:34.662 --> 00:32:37.624
but I also don't see any sort of

00:32:37.703 --> 00:32:40.386
benefit in just tossing money into a fire.

00:32:41.047 --> 00:32:42.586
So when it comes to ads,

00:32:42.707 --> 00:32:44.647
I really do want people at the best

00:32:44.667 --> 00:32:45.847
case scenario for me is like,

00:32:45.948 --> 00:32:48.627
we know that your messaging is on point.

00:32:49.167 --> 00:32:51.189
We know that you have people coming to

00:32:51.209 --> 00:32:52.868
your website and either booking,

00:32:52.888 --> 00:32:54.930
filling out a form, whatever from Google,

00:32:55.609 --> 00:32:57.329
or we have tons of people, Jimmy,

00:32:57.390 --> 00:32:59.589
even coming in after they found you via

00:32:59.630 --> 00:33:01.070
word of mouth, because even word of mouth,

00:33:01.090 --> 00:33:01.911
you're probably going to go to that

00:33:01.931 --> 00:33:02.611
person's website.

00:33:02.971 --> 00:33:04.351
They went to your website, right?

00:33:04.371 --> 00:33:05.250
And then they come in the clinic and

00:33:05.270 --> 00:33:06.751
they're like, oh my goodness,

00:33:06.832 --> 00:33:08.132
your website spoke to me.

00:33:08.771 --> 00:33:10.173
When you hear that a lot,

00:33:10.232 --> 00:33:11.253
that's when I'm like, okay,

00:33:11.273 --> 00:33:12.653
let's think about ads.

00:33:13.954 --> 00:33:14.915
But at the same time,

00:33:14.976 --> 00:33:15.816
I'm also still like,

00:33:15.836 --> 00:33:17.457
have we maximized that organic traffic

00:33:17.497 --> 00:33:17.717
though?

00:33:19.178 --> 00:33:21.459
I will always say SEO well before ads

00:33:21.479 --> 00:33:23.039
because we need all those things in place

00:33:23.079 --> 00:33:24.580
for your ads to be successful.

00:33:25.000 --> 00:33:27.623
More traffic to a website that does not

00:33:27.682 --> 00:33:29.604
convert is not going to help anyone.

00:33:30.542 --> 00:33:30.923
Yeah.

00:33:31.344 --> 00:33:31.604
All right.

00:33:31.663 --> 00:33:35.166
So after they book a call with you,

00:33:35.227 --> 00:33:35.446
right?

00:33:35.467 --> 00:33:37.288
Because that's what they're going to do.

00:33:37.409 --> 00:33:38.869
And before they get on that call,

00:33:39.570 --> 00:33:41.791
what would you suggest someone do that are

00:33:41.892 --> 00:33:43.614
already going to be the first three things

00:33:43.673 --> 00:33:44.654
that you're going to give them that they

00:33:44.674 --> 00:33:48.238
can be doing in between now and then?

00:33:48.657 --> 00:33:52.060
So what are like the low hanging fruit?

00:33:53.314 --> 00:33:53.614
Yeah,

00:33:53.653 --> 00:33:55.275
the low hanging fruit is always going to

00:33:55.335 --> 00:33:56.796
be the ideal client exercise.

00:33:56.976 --> 00:33:58.477
I will tell everyone to start there.

00:33:58.497 --> 00:34:00.357
And I think people confuse that with what

00:34:00.377 --> 00:34:01.979
they may have received in the past.

00:34:02.640 --> 00:34:04.401
I have done many ideal client exercises

00:34:04.421 --> 00:34:04.800
and it's like,

00:34:05.040 --> 00:34:06.501
how much money do they make?

00:34:06.541 --> 00:34:07.403
Where do they live?

00:34:07.722 --> 00:34:08.684
That's not what it is.

00:34:08.983 --> 00:34:09.244
Yeah,

00:34:09.264 --> 00:34:10.804
it's a very different ideal client

00:34:10.844 --> 00:34:11.164
exercise.

00:34:11.184 --> 00:34:12.545
You're actually trying to figure out who

00:34:12.606 --> 00:34:13.706
exactly you want to treat.

00:34:14.086 --> 00:34:14.927
That is one thing.

00:34:15.387 --> 00:34:18.409
The other thing that I really like, folks,

00:34:18.429 --> 00:34:19.570
and this is part of the ideal client

00:34:19.590 --> 00:34:21.692
exercise, but I would say do it anyway.

00:34:22.572 --> 00:34:26.753
Figuring out why people or what you did

00:34:26.793 --> 00:34:27.233
for people,

00:34:27.253 --> 00:34:28.655
let's just use that as the phrase,

00:34:28.695 --> 00:34:30.096
what you actually did for people.

00:34:30.295 --> 00:34:33.416
I find that folks in the physical therapy

00:34:33.516 --> 00:34:33.878
realm,

00:34:34.297 --> 00:34:36.418
they think they're providing a specific

00:34:36.478 --> 00:34:37.159
solution,

00:34:37.398 --> 00:34:39.300
but they don't actually know what the

00:34:39.360 --> 00:34:41.922
person got out of it in the person's

00:34:41.942 --> 00:34:42.302
words.

00:34:42.822 --> 00:34:45.184
So I oftentimes will look at testimonials.

00:34:45.264 --> 00:34:48.367
I'll have people ask their patients, hey,

00:34:49.228 --> 00:34:50.130
how did I help you?

00:34:50.329 --> 00:34:51.311
What did I do for you?

00:34:51.670 --> 00:34:54.054
Because I genuinely do not think folks

00:34:54.134 --> 00:34:55.655
know the difference that their service

00:34:55.715 --> 00:34:58.237
makes until they're explicitly given words

00:34:58.277 --> 00:34:58.577
for it.

00:34:58.617 --> 00:35:00.940
And unless you're asking for very specific

00:35:00.981 --> 00:35:02.041
feedback in a Google review,

00:35:02.061 --> 00:35:02.963
which you should do, by the way,

00:35:03.663 --> 00:35:03.822
Um,

00:35:03.842 --> 00:35:05.704
you're not going to get that from somebody

00:35:06.164 --> 00:35:06.923
because they'll just be like, Oh,

00:35:06.943 --> 00:35:07.623
like it helped me.

00:35:07.784 --> 00:35:08.043
But like,

00:35:08.083 --> 00:35:09.244
what did I help you actually do?

00:35:09.304 --> 00:35:09.485
Right.

00:35:09.505 --> 00:35:10.445
So do that type of,

00:35:10.625 --> 00:35:11.244
that type of thing.

00:35:11.726 --> 00:35:13.326
The other thing that I will say that

00:35:13.365 --> 00:35:14.365
I tell folks to do,

00:35:14.626 --> 00:35:16.047
I need a habit.

00:35:16.126 --> 00:35:16.967
You mentioned it earlier.

00:35:17.166 --> 00:35:17.507
You were like,

00:35:17.547 --> 00:35:19.068
prove to yourself that you can build a

00:35:19.108 --> 00:35:19.407
habit.

00:35:19.427 --> 00:35:19.608
Yep.

00:35:19.967 --> 00:35:20.047
Yep.

00:35:20.918 --> 00:35:23.079
we have plenty of people i've spoken to

00:35:23.099 --> 00:35:24.960
lots of people as a pt myself i've

00:35:25.000 --> 00:35:26.981
experienced this folks come in the clinic

00:35:27.121 --> 00:35:29.222
and they say i googled it and this

00:35:29.242 --> 00:35:30.963
is what google said and then we sit

00:35:30.983 --> 00:35:32.503
there as a pt and we're like oh

00:35:32.603 --> 00:35:34.684
man like who gave you that response that

00:35:34.724 --> 00:35:36.364
is not what i would say oh i

00:35:36.405 --> 00:35:38.505
don't love it so i will tell people

00:35:38.585 --> 00:35:40.126
go become dr google

00:35:40.686 --> 00:35:42.867
Go answer all of the questions that you

00:35:42.887 --> 00:35:44.646
want to answer and create a blog post

00:35:44.686 --> 00:35:44.987
about it.

00:35:45.007 --> 00:35:46.827
The title of the blog is the question.

00:35:47.108 --> 00:35:48.527
The answer is the content.

00:35:48.608 --> 00:35:49.487
And then the content,

00:35:49.507 --> 00:35:50.588
if we're going to talk about content

00:35:50.648 --> 00:35:52.329
length, I will always tell people eight,

00:35:52.429 --> 00:35:53.849
eight hundred to a thousand words.

00:35:54.269 --> 00:35:55.750
So go write the piece of content,

00:35:55.869 --> 00:35:57.931
answer the question that you wish that

00:35:57.990 --> 00:36:00.371
person had found when they Googled.

00:36:01.050 --> 00:36:01.291
Right.

00:36:02.231 --> 00:36:03.612
And that would be the three things that

00:36:03.632 --> 00:36:05.373
I would say are the lowest hanging fruit

00:36:05.432 --> 00:36:07.012
and the easiest to get started with.

00:36:07.670 --> 00:36:08.532
Professor Lancaster,

00:36:08.653 --> 00:36:11.380
where can people reach out and connect

00:36:11.400 --> 00:36:11.661
with you?

00:36:11.702 --> 00:36:14.088
What is your web address?

00:36:14.541 --> 00:36:15.742
I'm laughing because it just sounds so

00:36:15.782 --> 00:36:16.523
official, Jimmy.

00:36:17.362 --> 00:36:21.063
My website is www.lexlancaster.com.

00:36:21.204 --> 00:36:22.085
You can also reach out to me on

00:36:22.105 --> 00:36:24.365
social media at Lex Lancaster underscore.

00:36:24.846 --> 00:36:26.666
I am always there and it is me

00:36:26.726 --> 00:36:27.027
too.

00:36:27.047 --> 00:36:28.927
And I want to say that when you're

00:36:28.947 --> 00:36:29.867
communicating with me,

00:36:29.927 --> 00:36:31.628
it's just me in my business.

00:36:31.668 --> 00:36:32.768
It's not me and a bunch of other

00:36:32.789 --> 00:36:33.048
people.

00:36:33.668 --> 00:36:36.190
So unless Moose develops the ability to

00:36:36.269 --> 00:36:38.190
type with her thumbs, my dog Moose,

00:36:39.351 --> 00:36:39.990
it's always me.

00:36:40.150 --> 00:36:41.472
So feel free to reach out.

00:36:42.112 --> 00:36:42.693
Parting shot.

00:36:43.132 --> 00:36:44.693
Any last words of wisdom you want to

00:36:44.713 --> 00:36:46.356
leave with the audience or the class as

00:36:46.416 --> 00:36:48.097
we dismiss?

00:36:49.018 --> 00:36:51.880
I believe you put this on the form

00:36:52.161 --> 00:36:53.041
and I was like, ooh,

00:36:53.061 --> 00:36:53.782
this is a toughie.

00:36:54.822 --> 00:36:57.664
I'm going to say that I want you

00:36:57.704 --> 00:37:00.027
to... I could spin it for you.

00:37:00.646 --> 00:37:02.789
Write the headline for this episode

00:37:03.309 --> 00:37:04.590
because that would be the parting shot,

00:37:04.650 --> 00:37:05.992
right?

00:37:06.592 --> 00:37:08.153
What do you think people would search to

00:37:08.253 --> 00:37:09.715
land on this episode?

00:37:10.987 --> 00:37:12.208
What are they?

00:37:12.427 --> 00:37:13.849
Because you want to find people who maybe

00:37:14.369 --> 00:37:15.391
they know they have a problem,

00:37:15.411 --> 00:37:17.373
but don't know how to search for you.

00:37:17.713 --> 00:37:18.494
That's a great question.

00:37:18.833 --> 00:37:20.155
Oh, God, Jimmy, there's so many.

00:37:20.215 --> 00:37:21.356
But the biggest thing is,

00:37:21.416 --> 00:37:23.217
do I need to worry about SEO for

00:37:23.257 --> 00:37:23.739
my practice?

00:37:24.298 --> 00:37:25.719
Or how do I get found online?

00:37:27.659 --> 00:37:28.760
How do I get patients to know I

00:37:28.820 --> 00:37:29.400
exist?

00:37:29.541 --> 00:37:31.581
How do I stop running eighteen workshops

00:37:31.601 --> 00:37:36.244
and ditching time with my kids?

00:37:36.284 --> 00:37:37.523
You'll hear the strategies, right?

00:37:37.583 --> 00:37:39.465
Website blocking, social workshops.

00:37:39.684 --> 00:37:40.744
None of them are bad.

00:37:41.206 --> 00:37:41.485
No.

00:37:41.585 --> 00:37:43.626
It's just if you're only relying on one,

00:37:43.686 --> 00:37:44.726
I'd get nervous.

00:37:45.126 --> 00:37:45.806
Yes, Jimmy.

00:37:45.887 --> 00:37:46.327
Exactly.

00:37:46.347 --> 00:37:47.148
Diversify.

00:37:47.327 --> 00:37:47.748
Exactly.

00:37:47.827 --> 00:37:49.588
Diversify everything.

00:37:50.030 --> 00:37:51.213
And then what are the things I can

00:37:51.233 --> 00:37:53.978
be doing on a regular basis, right?

00:37:54.420 --> 00:37:55.262
People have asked me,

00:37:55.342 --> 00:37:56.664
how does your podcast still around?

00:37:56.684 --> 00:37:58.427
I do three episodes,

00:37:58.487 --> 00:38:00.010
four episodes a week for a decade.

00:38:01.079 --> 00:38:02.820
Suddenly I've got good SEO because I take

00:38:02.840 --> 00:38:04.320
the transcript of every episode and it

00:38:04.340 --> 00:38:05.240
goes on my website.

00:38:07.221 --> 00:38:09.181
But it's the simple things.

00:38:09.961 --> 00:38:11.481
And I like talking to PTs about this

00:38:11.521 --> 00:38:13.802
because how does someone get stronger?

00:38:14.003 --> 00:38:14.802
How do they move better?

00:38:15.463 --> 00:38:18.063
Frequency, intensity, time, type, volume,

00:38:18.103 --> 00:38:18.623
progression.

00:38:18.704 --> 00:38:19.483
We know this.

00:38:20.244 --> 00:38:21.144
What's the cheat code?

00:38:21.344 --> 00:38:22.465
There is no cheat code in rehab.

00:38:22.664 --> 00:38:24.644
What's the cheat code to getting found?

00:38:26.065 --> 00:38:27.206
Come in for the good stuff.

00:38:27.849 --> 00:38:29.271
Yes, there is no cheat code, Jimmy.

00:38:29.291 --> 00:38:30.413
You want to buy the quick fix?

00:38:30.472 --> 00:38:31.293
I'll take your money.

00:38:31.313 --> 00:38:32.434
It just ain't going to work.

00:38:32.655 --> 00:38:33.697
That, exactly.

00:38:34.056 --> 00:38:34.878
No quick fixes.

00:38:34.898 --> 00:38:35.998
There's no quick fixes.

00:38:36.179 --> 00:38:37.661
And you really do have to put the

00:38:37.721 --> 00:38:38.202
time in.

00:38:38.242 --> 00:38:39.802
And it's an investment account.

00:38:40.204 --> 00:38:41.364
I always tell people that as well.

00:38:41.405 --> 00:38:42.005
It's just like,

00:38:42.306 --> 00:38:45.769
I have an investment account.

00:38:45.929 --> 00:38:47.351
I wish I started that investment account

00:38:47.371 --> 00:38:48.193
when I was twenty.

00:38:48.552 --> 00:38:49.592
If I was a practice owner,

00:38:49.733 --> 00:38:52.313
I wish I would have started my SEO

00:38:52.414 --> 00:38:53.235
work, if you will,

00:38:53.275 --> 00:38:54.454
when I first opened the clinic.

00:38:54.494 --> 00:38:56.376
You don't realize how important it is

00:38:56.496 --> 00:38:58.456
until it's important.

00:38:58.936 --> 00:39:00.036
And you're like, ooh.

00:39:00.376 --> 00:39:02.137
And then my news on a call is,

00:39:02.177 --> 00:39:02.918
hey, guess what?

00:39:02.938 --> 00:39:05.099
You got to wait more months because it

00:39:05.119 --> 00:39:06.398
doesn't just happen tomorrow.

00:39:06.518 --> 00:39:08.219
It's not how it works.

00:39:08.260 --> 00:39:08.920
Good advice.

00:39:09.400 --> 00:39:10.601
Lex, appreciate you coming on.

00:39:10.701 --> 00:39:11.800
And thanks for dropping some knowledge

00:39:11.840 --> 00:39:12.001
here.

00:39:12.681 --> 00:39:14.322
The MBA for the DPT.

00:39:14.342 --> 00:39:15.623
Thank you so much, Jimmy, for having me.

00:39:15.643 --> 00:39:16.123
I appreciate you.