No Google For You! (Without SEO Training) – Part 2

By Barry Byers & Greg Mate

It is amazing how small businesses understand the need for seo training or the need to hire an accomplished seo as a part of their search marketing initiative but just can’t seem to pull the trigger when it comes to committing to one or the other.

Stop me if you’ve heard this one before. I am sitting in my dentist’s chair in Toronto when our one sided conversation turns to web marketing. Dr. Bob utters those 7 famous words; “Nobody can find me on the internet.”

Now, we’ve all heard that statement too many times and we all know the routine that accompanies the website in question; all flash; no content. Well guess what Dr Bob; NO GOOGLE FOR YOU!

Dr. Bob is one of the best dentists in Toronto so I am usually able to grab 40 winks while he is restructuring my dental work, but now he has my attention. I gargle out my seo training spiel as to the usual problems inflicted upon websites by web developers, would-be search engine optimizers and of course, site owners themselves. I suggest that he send one of his employees to a search engine optimization (seo) training course in Toronto and then promise to review his website and get back to him before my next dental examination in 6 months.

“Six Months!” screams Dr. Bob! I thought he might shatter a crown if I let him continue, so I agreed to look at his website when I got home and get back to him before the weekend.

My suspicions were realized when I looked at the site. Leading off with flash, every page has the same title and description tags and absolutely no connection to keyword phrases that his audience may actually be typing into the Google search box. Beginner seo training would have revealed a host of possibilities for the site.

The weekend arrives and I find myself in a dental office in Toronto hunched over a computer screen while desperately trying listen to NFL football on the radio. Not exactly where I want to be on the weekend but at least I am not in THE chair. We begin discussing seo strategies and web site changes that Dr Bob might want to make.

We email the requirements to the web site programmer in Toronto and guess what? Three weeks later Google, Yahoo! and MSN have FOUND Dr. Bob. He is now appearing on page one for his most important keyword phrase and pages 1 and 2 for the next most important. All without any seo training, it’s a miracle!

Time, however, is money and anyone involved in seo or seo training will tell you that the effort you must undertake to maintain your listings is considerable. So, when several months later I get the alarming phone call that WE are now on page two, I explain to Dr. Bob that I don’t take clients but I can refer him to a couple of accomplished seos or, as I previously suggested, he can send someone from his office for an seo training workshop in Toronto.

My dentist is great at his profession because he is both talented and brilliant. It doesn’t take him long to do the math and figure out that the cost of hiring an seo firm is substantial. His return on investment would take the lifetime of a client approach rather than a yearly approach. That is, he would have to look at how much revenue a client would generate over the 7 year average lifetime of a dental client in Toronto as opposed to the revenue generated in the initial year. The seo training is starting to look good to him.

In fact, our illustrious Toronto dentist has decided to take the training himself through once a week private training sessions! We scheduled our first lesson next week but I wanted him to start thinking about keyword selection and adjusting his content to make it relevant to the new keywords phrases.

So I asked the good doctor to consider the following before his first training session; “Think about the famous line in Field of Dreams but in reverse: If They Come, You Will Build it.”

In other words, your customers are already typing specific keyword phrases into search boxes in order to find your services. They are already coming to your site but you’re not there! I left Dr Bob with several tools available to choose the best keywords for a Toronto dentist.
Google Suggest
Keyword Discovery

No Google for You – Part 2

No Google For You! (Without SEO Training) – Part 1

By Barry Byers & Greg Mate

If They Come, You Will Build it

We last left Dr Bob in Toronto with 4 keyword tools to start his seo training. Google Suggest, Overture, Wordtracker, Keyword Discovery.

We also check out John Alexander’s keyword blog for outside the box thinking on keywords.

I ask Dr. Bob, “If you are going to build a website, why wouldn’t you use the keyword phrases that your customers are already using to look for your site.”

Dr. Bob and I researched keywords phrases and chose five phrases that his dental customers were already using to search for his services in his local Toronto community.

“Only 5 phrases!” says Dr Bob. I mentioned that more than 5 might overwhelm him but he isn’t satisfied. We finally agree on 10 keyword phrases…….but we drop 5 just as fast, as soon as he starts stressing over content development for the phrases. After all, he is a dentist, how much free time can he have on his hands!

OK, we are ready for the second phase of our seo training; content development for 5 keyword phrases for 5 separate pages for the site. That’s right; seo training tells us every page should be optimized for one keyword phrase. I leave Dr Bob to his creative writing skills and promise to be back in a week.

Next Day….I get the phone call. “It takes too much time, I am running out of ideas, I’m getting stressed out!” Can you imagine if we started with ten pages!

“Don’t worry Dr Bob, I have a secret weapon we use in our seo training course. Before our next seo training session, I want you to peruse Robin Nobles’ latest blog, The idea Motivator. I love listening to Robin at the seo training sessions when she comes to Toronto. I have never left a discussion with Robin without at least 2-3 great ideas for content development.

A week later, I arrive at Dr Bob’s office in Toronto and I am thrilled to see that he is smiling as only a dentist could smile. Either he is happy with Robin’s blog or he is about to tell me I need full dental reconstruction!

I am also inspired to see that the good doctor is a prolific writer and he is quite adept at writing a web page. Well now, all that money for dental school may pay off after all.

We both agree that his content is great but if we are going to build a significant site, we will outsource the writing. We will place online ads in several universities in the Toronto area and I will open the project up to Toronto students who have completed their seo training.

We have the first 5 pages of additional content for our dentist’s website. “How about the meta tags?” says I. “The meta what?’ echoes Dr Bob. So, we put on the brakes and review our pages and keyword phrases to make sure our Title and Description Tags are relevant to the content.

Thirty seconds later, our enthusiastic dentist shows me his title tag for his home page. “Got Dentist”…..ok, I am exaggerating but nothing you might learn in seo training. We immediately went to webmarketingnow and read one of Jerry West’s articles on Title Tags.

Jerry’s seo training articles give us the ammunition we need for title, description and keyword tags for Dr Bob’s first 5 pages.

We are good to go! Early in my seo training John Alexander advised me to engage the search engines “…just put your pages out there and see what happens.

Does Dr. Bob have the courage to pull the trigger and launch 5 new pages that he has emotional ties to? Of course he does. I will let you know how WE did with Dr Bob’s second seo training lesson in the next article.
About Gregory Mate

Gregory Mate is the Director of Training of the Montreal Search Engine Academy, He teaches a 1 Day Executive Masters’ in SEO Seminar, the 2-Day Basic SEO Essentials, 3-Day Advanced SEO Techniques, and 5-Day All-Inclusive SEO “hands on” search engine marketing workshops in the Greater Montreal Area of Quebec.
About Search Engine Academy

The Search Engine Academy is the first search engine optimization training designed for people with little or no previous experience with SEO. It also has a detailed certification program for current SEOs to ensure they possess the most current and correct skills. The Search Engine Academy was formed by industry leaders Robin Nobles and John Alexander. Each of the Search Engine Academies are independently owned and operated by licensed associates of the Search Engine Academy.

Click here to go back to the index of search engine marketing articles

Attend A Live, hands-on SEO Mastery Workshop

Copyright 2006 Mate/Byers. All rights reserved.
Creative Commons License
This work by is licensed under a
Creative Commons Attribution-No Derivative Works 2.5 Canada License.
Based on a work at
Permissions beyond the scope of this license may be available at