A Better Business Owner Knows Balance

—An eCommerce Money Map Conversation with Dennis Consorte.



eCommerce owners are constantly seeking out new ways to improve their online strategy. It is easy to become overwhelmed when trying to make your mark, especially if you are just starting out. We recently chatted with start-up and small business advocate, Dennis Consorte, on our eCommerce Money Map podcast. Consorte removes the mystique around building a rewarding eCommerce business, no matter your budget or level of experience—while maintaining balance in your life.

So, Who is Dennis Consorte?

Dennis Consorte is a guru in the world of eCommerce. With over two decades of experience in the industry, Consorte has been quoted, interviewed and published in numerous publications and websites, including Ink Magazine, Entrepreneur, and dozens of local TV stations. Consorter's life experiences, losses and challenges have led him to discover his passion for helping clients who own small eCommerce businesses claim their space on the internet. You can watch Dennis Consorte on his popular YouTube podcast, Snackable Solutions or connect with him on LinkedIn.

How has SEO Changed Compared to 20 Years Ago?

20 years ago SEO boiled down to links and content. Consorte explains, "you simply need keywords in the anchor text, content on your pages, a heading with your keyword in it, while meeting the number of words. If you had this, it was a given that you would rank well."

Since then the algorithm has changed. Machine learning has evolved while Google has grown. Links and content are still important- however, the overall user experience has taken precedence. Here are a few key points:

• The purpose behind algorithms is to identify content that users are going to find valuable.

• The authority behind the content on the page is an important factor that has changed. 20 years ago, it didn't matter if you were an established author or just a person who put up a website.

• Machine learning is a "black box". You have a bunch of inputs, it does stuff in the box based on statistics, and provides you with outputs. Statistically, if your website touches on all the same notes as other sites that are considered to be valuable, your website will rank higher.

The factors that mattered 20 years ago, still matter today with the addition of new key elements—create meaningful content, build authority on your site, and have a great user experience for successful SEO.

How Can Business Owners Build Authority in 2022?

 Authority can be created through two ways-link building and existing authority. If you want to build authority that matters, do things as you would in real life. This means:

• Building your authority through an organic network of collaboration—link with companies that are considered authoritative. Google algorithms can sense that you are actively engaging with the people who are linking to them.

• Starting small—look for authors who are published on authoritative websites and get them to write content for you. This helps you get their personal authority on your site. You can now build a relationship with them and take things to the next level.

Previously, SEO was focused on the relationship between two websites. Now it is about the relationships between two businesses or organizations.

How Do You Build a Content Marketing Pipeline?

All successful eCommerce businesses need a marketing pipeline. According to Consorte, the first step is to figure out who your audience is. This will allow you to do some initial keyword research and figure out a few different subjects that you want to focus on. Content creation revolves around quality and quantity‐

• Quantity comes from having a scalable model. Consorte recommends using a project management platform to achieve this.

• Quality—use a copy editor to increase the quality of your content. In addition, have a keyword team that ensures all the relevant keywords are in the right places.

Once this is achieved, the next step is to amplify your content- this can happen from any number of different ways, including:

• Leveraging your skills
• Building links
• Posting on social media
• Reaching out to your network

Consorte advises that to be successful, a business owner should work to their strengths. Do not be afraid to collaborate with an agency or with people who are experts in what they do.

Advice For Businesses Who Are Not Yet on The Internet

Your options when moving your business to an eCommerce platform depends on your budget, goals and timeline.

• Use all tools that are available to you. There are many tools online, such as pay per click campaigns, SEMrush and free tools such as Ubersuggest which can provide you with a wealth of data.

• Reach out to experts in your network and invite them to create content for you.

How Do You Create Balance in Your Business?

If you're starting a business for the first time, understand that business is completely different from a job—you're going to be working on your business 24/7. Consorte points out that business owners need to focus on two crucial points:

• Pay attention to what being a business owner does to your life, including your physical and mental health, as well as your relationships.

• Create a financial plan that will allow you to survive while you put your energy into a business that has yet to become profitable.

Having balance in your life will make your business better. Set aside time for working on your relationships, for health and wellness, and your hobbies. Give yourself the space to become a healthier, more whole person. As Consorte puts it, "having balance in your life will translate into making better decisions about your business, giving you a greater shot at success in the long term."

Tune-in to the next episode of eCommerce Money Map Podcast with Salim Omar and Shawheen Amirkhizi for more valuable insights.

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