We want our business to be of value and perceived as such by many potential consumers. The online world has done so much for us to be able to connect more to a lot of people and showcase to them what we can offer. The only thing left for us is to convince them of our business’ value. In this day and age, we can do that by raising our website’s equity. Ken shares with you some techniques that you can use for raising website equity by using celebrities and people of influence, while giving you a great story about his experiences in Colombia.
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In this podcast episode, I am ripping through a few podcasts here the first day back from Digital Footprint. I’m still a little bit amped up, wanting to go right into something that hit me hard. I covered it. I don’t know what the word is but I had to talk about it. We had people there from London and Canada. I met some people from Mexico, Colombia and Australia. It was awesome. Prior to that, we were speaking in Columbia. A couple of people invited us out there and I wanted to return the favor. I said, “You’ve got to get to our event.” They had a couple of hundred people. It was an amazing event. We teach something at Digital Footprint. It’s a technique that you can use to quickly raise the equity of your website by using celebrities, people of influence.
One of the three major Google algorithms is author equity. Every post that is on a website has a signature. If you don’t sign somebody’s name, the signature by default is Admin. Every page on a website has an author equity according to Google, and the only way to raise that author equity is for that signature to start writing another website or invite other major authorities to your website. In either case, if you start writing on a bunch of others, Google thinks, “This guy must be important. This girl must be important. They’re getting invited to write everywhere.” If a website is strong enough to bring in Oprah Winfrey or somebody like that, then the website’s signature must have some value because Oprah was willing to write on that website.
If a website is strong enough, then that website’s signature must have some value. Click To Tweet
We teach something that if you have people of influence in a room, you have to take a picture with them. We had people like Jeff Hoffman, the Co-Founder of the $92 billion Priceline.com. We had Brian Smith, the Founder of the billion-dollar brand, UGG boots. Greg Reid, the author of 54 books. David Corbin, the famous author from the business book, Illuminate, one of the best business turnaround experts in the world. We had so many incredible speakers. I said to the others, “You will see that my wife and I are going to mug all these people. We’re going to drag them to our red carpet on the corner over there. We’re going to take a picture with them. We’re going to take the photo, we’re going to put it on our IncomeStore.com website and we’re going to tag it.” Jeff Hoffman, Ken Courtright, Kerri Courtright, Digital Footprint, LA. You tag the celebrity first, then you, then the location and that’s it. You publish it on your website. Once you hit publish on your website, you’re going to take that URL string and you’re going to drop it over to Facebook.
You’re going to carry over the same or similar picture of you and Jeff Hoffman. You’re going to put it on your Facebook page and you’re going to tell all your hundreds and thousands of friends, “Check this out. I got a picture with Jeff Hoffman. If you’d like to see more pictures of me and Jeff, click this link right here.” You’ve now pasted the link of the original picture that you previously put on your website and you will now drive a link from Facebook, the second largest website on the planet, to your website. It brings over link equity, but inside the photograph is you and Jeff Hoffman, so that brings over author equity. When your friends share the fact that you had a picture with Jeff Hoffman, that creates social signals, which is popularity. Those are the three biggest Google ranking factors. Link building is number one. Popularity, number two, which is social signals. Number three is author equity.
Creating social signals creates popularity. Click To Tweet
I gave that presentation in Columbia. 190, if not 192, of the 220 people there would not allow the next speaker to go on stage until they got a picture with Kerri and me. It disrupted the whole event. I gave the exact same presentation in Los Angeles and there were more than 220 people at our event. As far as I can tell, only 50 to 60 people took Kerri and me to the red carpet and got a picture with us. This happened on Friday and Saturday and I was thinking by Sunday, “What in the world is going on? What is the difference between these Colombians and these Americans? These Colombians don’t even speak as good English. Maybe the other 30 that didn’t take our picture couldn’t understand what we’re saying.”
When we were in Columbia, we were in the United States of America in the ‘40s. We were in the United States of America when the greatest generation was walking this planet. This greatest generation either came from another country or their parents came from another country, and they still had their values. They were workaholics. They were driven machines. They did what it takes. They ask nothing in return. They were, pardon my French, ass-kickers. They were butt kickers to the highest level. Slowly, this country has gotten SNIOP, Susceptible to the Negative Influences of Other People. Slowly, this country has gotten weak and lazy. Our poverty drives two cars, eats at McDonald’s and has a lawn. The people in poverty in this country, they have a lawn and they mow their lawn.
The poverty in Colombia, you don’t eat. Remember in the ‘30s and ‘40s, the Great Depression? People didn’t forget that. They worked their fannies off to make sure their kids never had to worry about that. It was so clear how far this country is slipping in work habit, in work ethic, in the understanding of discipline. A lot of people are saying all these Millennials are lazy but I don’t think so. I know a lot of Millennials are just kicking tail. What’s gotten lazy is the average person out there. Ask yourself this question, “How much time am I spending on Facebook? How much television do I watch? How often do I hang with my friends and how often am I building something? How often do I spend building something? How often do I spend building something layer by layer that is going to amount to something, that is going to put a dent in something, or make a significant difference or take care of my kids? How many times a day, a week, a month am I thinking like an adult thought in 1942, in 1937, in 1951? Am I thinking like someone owes me something? Do I have a mentality that I deserve something?”
I want to challenge everybody. If you ever catch yourself thinking that way, you might want to ask yourself, “What am I building?” Asking nothing in return in the wee hours of the night, in the early mornings on Saturday and Sunday. What am I building when nobody’s watching and when the majority of people are doing something that will result in nothing? How often are you doing something when you don’t have to so that later in life you’ll have something when you need it? I hope this helps. Take care.