Reputation and Local Search Management – Steal This $25k/Month Business Idea

IdeaEvery once in a while, I share my business ideas on this blog for a couple reasons:

1) There are so many six and seven figure business ideas in my head that they are coming out of my ears. Unfortunately, they often go wasted. If I post them publicly, hopefully someone will pick it up and run with it.

2) I’ve realized that I am an idea person, not an implementer. By sharing these ideas, I hope to surround myself with implementers for potential partnerships. If you are an implementer, and you want to work with me, please send me an email at [email protected] with your Kolbe Index. If you’ve never taken the Kolbe exam, I’d highly recommend doing it now at Kolbe.com (note: I am located in Austin, TX, and local hires are preferable, but not always necessary).

But whatever the case may be, feel free to steal this idea. Above, I reference it as a $25k/month idea, but that’s to not appear overly hypey. I actually think this is a $1,200,000 a year idea… and bigger if done right.

The Big Idea

Right now, the idea of local marketing is hot, and I’m a big fan of it. This idea centers around doing reputation management and local search engine optimization for business in expensive markets. For most seasoned internet marketers, the model is almost too easy. However, most people are doing it completely wrong, and we’ll correct that in this post.

Here’s the financial overview and goals associated with them:

Product/Service: Reputation Management and Local SEO

Fee: $2,000 Per Month Per Client

Clients: Aim For 50 (my idea is to aim for one in each state)

Financial Breakdown: $2,000/Month x 50 clients = $100,000/month

The reason this business model is attractive to me is because it a) can be totally outsourced and b) is really easy to implement.

Local companies can and will pay $2k a month for marketing services. If you aren’t seeing similar numbers, then you are working with the wrong client base and/or going about your positioning incorrectly.

The way that I see this breakdown working is $1,000/month for reputation management (explained later) and $1,000/month for keyword optimization. You could probably charge more for the second piece, but I like these two services as a package deal, because reputation management is really easy money.

Any company with a high dollar client base will pay big money for new leads. This includes lasik and cosmetic surgeons, dentists, consultants, personal trainers…

And it’s not just local clients. I worked with a publically traded company that repaired old machinery. Their average customer spent $30,000 with them. Paying me $2,000 a month was not a big deal to them, because one client a year paid for it (and a #1 ranking on Google would get them way more than that).

Service #1 – Reputation Management 

Reputation Management is simply making sure that when someone Google’s your clients name or product name, no bad stuff shows up. One negative review that is properly optimized for someone’s name can ruin someone’s reputation completely.

For example, when I was just an SEO affiliate from my college dorm room, I put up a negative review of a company and SEO’d the hell out of it. I caused quite a stir with that review, so much so that the President of the company called me personally.

I was a 19 year old kid with no idea what I was doing online, and the President of a multi million dollar company had me on the phone, basically asking me what they could do to make things right.

When you control what shows up for people’s names, you can cause a lot of damage.

To this day, I take solace in the fact that if someone ever crosses me, I can make all kinds of unwanted things show up for their name… so watch out ladies… but anyway…

When someone gets some bad press, or when they realize how bad a piece of negative press can affect them, they will pay to get it off and to keep it off. That’s where you come in.

The way you manage someone’s reputation is by putting out good stuff that pushes out the bad stuff.

Easy way to do this: have a really good video go out to many different video sites, then put out press releases talking about how awesome the client is, link to the videos and the company websites, SEO their social media accounts, and maybe SEO a few blog posts or articles about the company. Maintain those every month to keep the client happy. Then, set up a Google Alert for their name or product, and if anything bad shows up, do what you can to remove it (even better: have one of your outsourced employees do that).

After some initial legwork, you total hours spent on maintenance may be an hour a month (assuming you have a VA maintaining some basic link building), and that $1,000 a month for the service will be almost completely passive.

Service #2 – Local SEO 

The yellow pages are dead, and they have been for several years now. Google and social media are all that matter now.

The client’s goal here is simple: show up #1 for their key term that will get them more business. We’ll go with cosmetic surgeons for this example, because they fit all of my criteria for a client (low competition, high profit per client).

It’s pretty darn easy to get a company to show up for a term like “Texas Plastic Surgery” or “Houston Cosmetic Surgery” or “Chicago Breast Augmentation” or “Seattle Nostril Implants” or whatever the heck the company does. The reason it’s easy is because there are probably only eight or ten other people in the market competing with you. Whoever is actually attempting to show up is winning the game… and if someone else is competing, you can beat them pretty dang easily.

If the cosmetic surgeon gets five new clients a month as a result of your listing at $4k a pop, he or she is more than happy to keep paying you $1k or $2k a month for your services. His ROI is pretty friggin’ incredible at that rate.

How To Automate This Business Model

In order to do this well, you need to have a reliable SEO team. What I’ve done in the past was train up one good SEO overseas (cost me $400/month) who then built the team under him to run the SEO projects. Typically that would be a handful of people to create some content, do the blog commenting, send out the press releases, use the link building software, or whatever. It doesn’t take much to rank a local search term.

Full disclosure: this involves details, which I hate, so I’d rather not go into the nitty gritty of training an SEO team or what gets sites to rank. I don’t like to think about content or link building, which is why I surround myself with implementers.

(Note again: if you’re an implementer, contact me at [email protected] with your report from Kolbe.com and a resume.)

Anyway… when you have that in place, you can simply put clients through the process. If you have even a decent SEO team, outranking your competitors is gonna be pretty darn easy.

Paul, our local marketing coaching inside of Freedom Fast Lane Coaching, just has a handful outsourcers that do pretty much all the work. As a result, he’s fancy free to travel the world. Get coaching directly from Paul through this link.

How To Get Clients 

This part is what most people get wrong. Most people try to set up an appointment with the client and then pitch them on why they need to hire them. That’s the wrong way to do it.

Here’s the right way:

Give them results in advance.

One of the best ideas that I heard was to make a YouTube video, SEO it for “Phoenix Beauty Center” or whatever the name of the company is, and be in the video yourself saying,

“Hey, we spoke on the phone yesterday. Just wanted to show you what I can do. Give me a call.”

In 24 hours, when that thing is on the front page of Google, you have the client pretty much drooling all over themselves. It’ll be there, too, if you’re SEO’ing it for a local company name (you’ve got NO competitors showing up for the company name, so getting in the top ten is pretty easy).

In regards to reputation management, Travis Sago gave me a great idea for getting clients; send direct mail pieces to the clients with negative reviews associated with their name. When they see it, they will want to get rid of it.

However, here’s my favorite way to get clients:

Build a site (or a collection of sites) that are already SEO’d for your keywords. In the cosmetic surgery market, you’d want to grab the domain BestCosmeticSurgeons.com or AmericanCosmeticSurgeons.com or something like that.

Your sub pages are articles about “Texas Cosmetic Surgeons” or “California Cosmetic Surgeons” and on and on. A few links will put you on page one, especially if you’re building the site out so that it has pages for each location.

Note: I did something similar for the keyword “Akron Lasik Surgery” and was on page one of Google in six minutes. At the time of this writing, I’m still #1 on Google.

I recognize that this process will take some investment before the cash comes in, but it’s worth it. The best case scenario would be for you to lock up a few clients before you began this process to fund your efforts. Stick with me on what’s next

As you build out the site, it will begin to show up higher and higher on Google. When it creeps up onto the first page for your keyword, THEN you start contacting companies in the respective areas, preferably via direct mail, with a screen shot of your top listing on Google with a caption, “Your competitors are getting this piece of direct mail – only one of you is getting the listing. Call 555-5555 to claim it.”

This way, you don’t have to pitch your ability – people already see it. You don’t even have to pitch yourself, you just show how the top ranking will benefit them. And there is built in scarcity because their competitors are seeing the same thing.

Someone will step up and say, “I don’t want Acme Cosmetic Surgery to have it, so I’ll grab it!”

My friend Greg Morrison does some similar work, and he says that he has never picked up the phone or sent a direct mail piece – he does all the solicitation through email. The point, however, is to have the results first, and to sell those.

My personal goal would be to have one listing in each state, all in the same niche. That’s 50 clients at $2k per month ($1.2 million per year). However, you don’t have to do it that way – if you grab the domain DallasLasikSurgery.com and SEO it and just have one local client at $2k a month, go for it. Then grab Dallas Cosmetic Surgery while you’re at it, and contact a few people about their reputations which are getting trounced on Google. Four clients puts you close to a six figure income.

Final Thoughts

If you have internet marketing knowledge, you should be making six figures. For people who have struggled a thousand times and say that “nothing works” because they’ve “tried everything,” this is usually the model that frees them.

If you’re a business person, like me, just looking for business models that make a bunch of money, this is one that is easily automated and outsourced, and it can be started with very little capital.

Heck, if you’ve got experience, contact me to be President of a company that does this. I’ll fund it and help get it started… just don’t hate me in a year when we’re splitting profits and you’re doing all the work.

If you’re still reading this, feel free to steal this model on your own, or feel free to continue complaining that “nothing works.”

If you’re a Freedom Fast Lane member, you know that many of our members are doing this, and they are seeing success with it quickly. Paul is our resident local marketing expert, and you can get direct coaching from him through this link.

Ryan Moran purple shirtRyan Moran

Ryan’s motto is “live life to the fullest.” And, he certainly lives up to the challenge.

As a freshman at Indiana Wesleyan University, Ryan started a small internet business from his dorm room to help pay his tuition . . . and by the age of 20, he was earning a 6-figure income and other online ventures – all while continuing to study full time. Needless to say, Ryan’s “side business” allowed him to graduate debt free – with a nice chunk of change left over.

After college, Ryan expanded his online business and set out to see the world. His next big adventure? Inspiring others to live free lives and create their own destinies . . . just like he had.

With that vision in mind, Ryan created the Freedom Publishing Group LLC, which offers life-changing products in the financial freedom, health and fitness, and self-development spaces. The Freedom Fast Lane is a group of likeminded entrepreneurs who have a passion for sharing their skills to help others succeed in achieving their dreams.

Ryan is a world traveler, an avid Cleveland Indians fan, and a big fan of freedom.