Session #2. Planning Predictor

The Planning Predictor is all about “measuring twice, cutting once.” You can use it to help predict which keywords + topics to target — and most importantly, when to prioritize or target them — to nearly guarantee you’ll see some results ASAP.

• Get big ASAP or go somewhere else
• How to guarantee growth before you start
• HOW you plan your content is SUPER important, won’t matter how good it is if the plan isn’t good

REASONS WHY RANKING IS HARD AND TAKES A LONG TIME

1. Catch 22
   • you need to have a big site to rank for something good
   • BUT you need to rank for good keywords to build a good site
2. Inputs vs Outputs
   • keywords, topics, money, strategy, content VS rankings, traffic, leads, sales
   • need to focus more on the first part, to lead to ranks etc.
   • if you focus on the input, the output should take care of itself
3. Balancing act
   • buying intent, relevance, demand, competitiveness, authority
   • hard when these things aren’t balanced, there are always going to be trade-offs
4. Less at-bats
   • if you look above the fold, what you’ll see is that there’s one organic listing — that’s not great
   • it’s all ads
   • knowledge panels on google just steal content and answering a query without needing someone to even click on a link
5. The bar keeps rising
   • bloggers who invest more time get more results
   • bloggers who publish more get better results
   • it’s hard to do both well and out do the competition

• it’s still positive ROI because when you achieve a ranking position, it stays a long time as oppose to PPC where you invest every month until you stop that campaign
• it’s a hard barrier to entry up front
• you can’t just wing this, you HAVE to plan
• everything has to be aligned
• the planning predictor starts at the bottom with harvesting demand

• HARVESTING DEMAND
  • can’t create your own category, rely on how people are searching today