How Julian Scaled his Agency to Over 7 Figures through Link Building

Introduction and Agency Overview

In this section, Julian Goldie introduces himself and his agency, Goalie Agency. He discusses how he grew his agency to over seven figures by offering specialized SEO link building services. He also mentions that he has a completely virtual team and is able to work as a digital nomad.

Julian's Background and Agency Growth

• Julian started his journey by building links for his own websites and eventually turned it into a service for clients.

• His agency specializes in SEO link building to help websites rank number one on Google and drive more traffic.

• The agency has grown from just Julian working alone to now being a multi-million dollar business.

Becoming a Digital Nomad

In this section, Julian talks about how he became a digital nomad and shares strategies for remaining productive while working remotely.

Transitioning to the Digital Nomad Lifestyle

• After going on a holiday to Thailand with friends, they decided to start an online business within one year to have the freedom of working from anywhere in the world.

• All three friends moved back to Thailand and started their online businesses.

• Julian initially started writing articles on Fiverr.com for $5 each, but gradually built up his online presence.

Discovering the Power of Link Building

• While living in Thailand, Julian struggled to get his own website ranked on Google despite creating content.

• A friend introduced him to the concept of link building, which helped improve his website's rankings significantly.

• Realizing the potential of offering link building as a service, Julian started providing it to clients as well.

Service Offering and Clientele

In this section, Julian explains the service offering of Goalie Agency and discusses their clientele.

Payment Performance Model for Backlinks

• Goalie Agency follows a payment performance model for their backlink services.

• Clients only pay if they receive backlinks, and the agency charges per link.

Working with Direct Websites and Agencies

• Goalie Agency works directly with websites that need backlinks to improve their rankings.

• They also collaborate with agencies that offer white label link building services, allowing them to upsell links to their own clients.

Conclusion

Julian Goldie's Goalie Agency specializes in SEO link building and has grown from a one-person operation to a multi-million dollar business. Julian's journey as a digital nomad showcases the possibilities of remote work. The agency offers a payment performance model for backlinks and serves both direct websites and agencies.

Importance of Off-Page SEO

The speaker discusses the importance of off-page SEO and how it can impact a website's rankings.

Off-Page SEO Strategies

• Building directories and maintaining a blog are common off-page SEO strategies.

• Sometimes, despite implementing on-site optimizations, websites fail to improve their rankings.

• Working with a quality provider like Goldie Agency can yield better results in such cases.

Link Building Strategy

• The speaker emphasizes the importance of natural-looking editorially added backlinks.

• Building links within existing content is found to be the most effective method.

• Content that goes viral often attracts backlinks from articles and blogs naturally.

Skyscraper Technique

• The speaker explains the four-step process of the skyscraper technique for link building:

1. Reverse engineer top-rated articles in the desired niche to identify potential backlink sources.

2. Approach websites that have linked to competitors as they are likely to link to your site too.

3. Optimize your content before reaching out for backlinks, ensuring high quality and relevance.

4. Reach out to websites through cold emails, providing them with valuable content for linking.

Thoughtful Process

• Link building requires analysis, creating great content, and getting the attention of site owners.

• It is crucial to find a win-win situation where both parties benefit from linking.

Acquiring Clients through Upwork

The speaker shares their experience of acquiring clients through Upwork and highlights its benefits.

Starting on Upwork

• Initially, the speaker started landing clients on Upwork.com despite hesitations due to its reputation.

• They found amazing clients with budgets who were easy to work with and had long-term collaborations.

Benefits of Upwork

• Upwork provides a consistent source of sales for the speaker's agency.

• Clients on Upwork have their credit cards verified, ensuring secure transactions.

Conclusion

The transcript covers the importance of off-page SEO and link building strategies. It emphasizes the effectiveness of natural-looking editorially added backlinks and explains the skyscraper technique for acquiring high-quality links. Additionally, it highlights the benefits of using Upwork to acquire clients.

Generating Sales from Network and YouTube

The speaker discusses the effectiveness of generating sales through networking and YouTube. They highlight how starting with networking on platforms like Upwork can lead to acquiring clients, and then transitioning to YouTube by creating videos that address frequently asked questions.

Networking on Upwork

• Starting with networking on platforms like Upwork can generate a lot of sales.

• Many successful agencies have acquired numerous clients through this method.

• Gradually transitioning from Upwork to YouTube has worked well for the speaker.

Utilizing YouTube for Client Acquisition

• Publishing videos on YouTube about topics like link building and SEO helps address client FAQs.

• Creating niche and targeted content positions the speaker as an authority in their field.

• Clients who find the speaker's videos valuable are more likely to reach out, generating leads and sales.

Inbound Marketing and Book Release

The speaker emphasizes the benefits of inbound marketing and discusses how releasing a book further establishes authority and generates leads.

Inbound Marketing

• Inbound marketing, such as providing valuable content, attracts high-quality clients who seek expertise.

• Sharing knowledge through videos creates trust and makes potential clients more likely to contact the speaker for assistance.

Releasing a Book

• Releasing a book, "Link Building Mastery," for free on Amazon increased reach exponentially.

• Offering free content builds reciprocity, leading to potential clients reaching out or downloading additional resources.

• Differentiating oneself as an expert in a specific field (link building) can be advantageous when there is limited competition in that area.

Moving up the Hierarchy of Authority

The speaker discusses how they progressed from being a contractor on platforms like Upwork to establishing authority through case studies, content creation, and becoming a published author.

• Starting as a contractor on platforms like Upwork allowed the speaker to build their profile and gain reviews.

• Creating content on YouTube and other channels further established the speaker's authority.

• Releasing a book solidified the speaker's position as an expert in link building.

• As the speaker moved up the hierarchy of authority, they encountered less resistance from new clients.

Systems Working Together for Client Acquisition

The speaker explains how setting up various systems, such as Upwork, YouTube videos, and LinkedIn updates, work together to generate leads and reduce sales resistance.

• Setting up systems like Upwork allows the team to handle client acquisition efficiently.

• Each video produced on YouTube becomes an asset that continues to attract viewers over time.

• Omni presence across multiple platforms (e.g., LinkedIn updates) increases brand visibility and credibility.

• The combination of these systems reduces sales resistance and generates clients on autopilot.

Main Channel for Lead Generation

The speaker discusses how Upwork remains a significant channel for lead generation due to its extensive review system. They also highlight the importance of nurturing databases with new content.

• Upwork continues to generate many leads due to the large number of positive reviews accumulated by the speaker's agency.

• Nurturing databases with fresh content is crucial for maintaining engagement with potential clients.

The Stigma of Platforms like Upwork

The speaker discusses the stigma associated with platforms like Upwork, where people often perceive it as a place for finding the cheapest service providers. However, the speaker emphasizes that positioning oneself as an authority and setting higher prices is possible on such platforms.

Positioning Yourself on Upwork

• On platforms like Upwork, you can choose how you position yourself and set your own price.

• By establishing yourself as an authority with lots of reviews, you can be a high-priced provider even on a platform like Upwork.

• The speaker mentions their own Upwork profile where they state certain criteria for potential clients to meet before sending an offer.

• They pre-qualify clients by mentioning that if they are not willing to pay a setup fee or have a budget, their offer will be declined.

Turning Link Building into Monthly Recurring Offering

The speaker explains how link building and SEO services can be turned into monthly recurring offerings due to the continuous nature of these activities.

Benefits of Continuous Link Building

• Link building and SEO work require ongoing effort to build momentum and achieve long-term results.

• By continuously investing in link building each month, clients can benefit from the compound effect over time.

• Clients who start seeing results are often willing to sign longer contracts because they understand the long-term value of investing in link building.

Selling Link Building Services to Agencies

The speaker discusses two approaches agencies take when incorporating link building services into their offerings - including it as part of their service package or upselling it as an additional value service.

Upselling Link Building Services

• Agencies can approach clients by highlighting that backlinks are crucial for driving traffic to websites.

• The speaker mentions a case study by Ahrefs that found 90% of websites don't receive any traffic, and the ones that do typically have backlinks.

• Agencies can show clients the importance of building backlinks by comparing their competitors' rankings and pointing out the sites with backlinks.

• Link building can be presented as an extra service to help clients achieve better results and stand out from their competition.

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New Section

In this section, the speaker discusses creating a backlink game plan for clients by analyzing competitors' strategies and determining the number and quality of backlinks needed to rank for specific keywords.

Creating a Backlink Game Plan

• The speaker's agency analyzes competitors' strategies for each keyword that clients want to rank for.

• They determine the number of backlinks required and the domain rating (quality) of those backlinks.

• The approach is based on an exact science, providing clients with a clear plan to improve their rankings.

• While not 100% accurate, it is considered the closest approximation to achieve accuracy in ranking improvement.

New Section

In this section, the speaker explains how increasing SEO traffic can lead to higher profit margins compared to paid advertising channels like Facebook or Google Ads. They also discuss the trust factor associated with websites ranking high on Google search results.

Benefits of SEO Traffic

• Increasing SEO traffic can result in higher profit margins due to free organic traffic.

• Sales from free organic traffic have higher profit margins compared to paid advertising clicks.

• Trust factor: Websites ranking high on Google search results are more likely to be trusted by users than random ads on social media platforms.

• Google's validation of content as the best available increases user trust in top-ranking websites.

• Users searching on Google are actively looking for solutions, making them more likely to convert into customers compared to intrusive ads.

New Section

In this section, the speaker addresses agency owners who offer digital marketing services including website SEO and pay-per-click. They discuss whether additional link building efforts can be proposed if desired outcomes are not being achieved within existing budgets.

Proposing Additional Link Building Efforts

• The decision depends on factors such as the client's budget, patience, and potential upside.

• Clients in highly profitable niches like e-commerce may see a significant return on investment from scaling SEO traffic.

• Selling the idea of additional link building requires simplifying the message and presenting it at the right time during the sales process.

• The relationship with the client also plays a role in their willingness to invest more in link building efforts.

New Section

In this section, the speaker emphasizes the importance of flexibility in pricing digital marketing services based on factors such as location and competition level. They encourage agency owners to avoid locking themselves into fixed-price programs and instead offer incremental services for better outcomes.

Flexibility in Pricing

• Pricing should consider factors like location (e.g., New York City vs. Tupelo) and competition level.

• Avoid locking into fixed-price programs that limit potential for additional services or better outcomes.

• Incremental services can be proposed to move clients forward faster and provide a greater return on investment.

• Agency owners should not hesitate to ask for more money if they can demonstrate incremental value and outcomes.

New Section

In this section, the speaker highlights the importance of effective communication when asking clients for additional investments. They mention that approaching clients in the right way is crucial to successfully upsell services.

Effective Communication for Upselling

• Knowing how to ask is key; clients can be receptive if approached correctly.

• Simplify the message and make it obvious how additional investments will bring incremental value.

• Timing is important; approach clients when there is an existing positive relationship or when other aspects of service delivery are going well.

The transcript provided does not specify any language other than English.

Managing Operations and Virtual Teams

In this section, the speaker discusses how they manage operations and virtual teams in their agency. They explain the roles of divisional heads, account managers, and link builders. They also mention the use of weekly EOS meetings to track progress and solve problems.

Divisional Heads and Team Management

• The agency has a divisional head for each department, such as operations, marketing, and sales.

• An operations manager oversees a team of link builders who handle most of the work.

• Account managers directly communicate with clients to ensure satisfaction.

Weekly EOS Meetings

• The agency holds weekly Level 10 EOS meetings to review key performance indicators (KPIs) and address any issues.

• A scorecard is used to track revenue, client status, billing, and problem areas.

• The focus is on productivity and problem-solving to improve efficiency.

Setting KPIs

• Each department head sets KPIs for their team members based on quarterly targets.

• Achieving these targets often leads to bonuses for team members.

• Examples of KPIs include retention rates for account managers and meeting client deadlines for the operations manager.

Continuous Improvement

• The speaker emphasizes the importance of measuring performance to identify areas for improvement.

• Problems are addressed systematically each week to make incremental progress.

• The goal is to constantly improve by at least one percent every week.

Implementing EOS System for Effective Execution

In this section, the speaker discusses how implementing the Entrepreneur Operating System (EOS) has been a game-changer for their business. They highlight the benefits of having a leadership team in place, conducting weekly Level 10 meetings, and using scorecards.

Benefits of EOS Implementation

• Prior to joining a mastermind group that introduced them to EOS, they did not have these systems in place.

• Implementing EOS has significantly improved the efficiency and effectiveness of their business operations.

• Although it required upfront effort, the long-term benefits outweighed the initial workload.

EOS Components

• EOS involves putting a leadership team in place to oversee different aspects of the business.

• Weekly Level 10 meetings ensure clear communication and alignment among team members.

• Scorecards help track progress and keep everyone focused on key metrics.

Recommended SEO Tools for Link Building

In this section, the speaker shares their recommended SEO tools for link building. They highlight Ahrefs as a comprehensive tool that covers various aspects of SEO, including link quality assessment, keyword research, and prospecting. They also mention using SEMrush for additional keyword research based on client preferences.

Ahrefs as a Swiss Army Knife for SEO

• Ahrefs is considered a versatile tool with multiple functionalities for SEO agencies.

• It offers features such as assessing link quality, analyzing client websites' keyword rankings, and prospecting potential backlinks.

• The speaker emphasizes the importance of using top-quality tools to support effective link building strategies.

SEMrush for Keyword Research

• SEMrush is another valuable tool used by the agency for keyword research.

• Some clients prefer SEMrush's metrics, so the agency provides them with data from both Ahrefs and SEMrush.

• These two tools cover around 80% of their work requirements and help automate various tasks related to managing websites and improving SEO performance.

Timestamps are provided at the beginning of each section to easily locate specific parts of the video.

Link Building and SEO Automation

In this section, the speaker discusses the use of tools like Ahrefs and SEMrush for link building and SEO automation in agencies. They also touch upon the manual and automated aspects of link building.

Tools for Running an Agency

• Ahrefs and SEMrush are highly recommended tools for running a successful agency.

• These tools can automate many tasks and save time by consolidating various functionalities.

• They provide comprehensive data and insights for effective SEO strategies.

Manual vs Automated Link Building

• Outreach activities are largely automated due to the high volume of cold emails sent.

• Thousands of emails are sent across multiple email accounts, requiring automation.

• The speaker has YouTube videos on automating outreach processes.

• Negotiating backlinks is a manual task that involves communication with webmasters.

• Multiple interactions may be required before securing a backlink.

• The team's role is to negotiate, organize high-quality links, and track them for clients.

• Canned response templates are used to streamline conversations with website owners.

• Text expanders like "canned responses" help automate repetitive replies to common questions.

Cold Outreach Strategies

• Technical setup includes authenticating email addresses through SPF, DMARC, DKIM records.

• This increases deliverability, open rates, click-through rates, and overall success in obtaining backlinks.

• Warming up new outreach accounts is crucial before sending mass emails.

• Emails are sent to other accounts within a network to increase open rates and appear more natural.

• Tools like Lemlist or Pitchbox are used for cold outreach campaigns.

• Pitchbox offers better filtering options based on backlink quality during prospecting stages.

Tracking High-Quality Links

• A well-integrated tracking sheet helps monitor the progress of link-building efforts over time.

• Clients can see the high-quality links acquired on their behalf, which positively impacts rankings.

• The speaker shares some hacks for improving cold email responses but does not provide specific details in this section.

Cold Outreach Strategies and Tools

In this section, the speaker discusses technical aspects of cold outreach strategies and tools used for sending thousands of cold messages. They also mention the importance of warm-up processes and share insights about specific tools like Lemlist and Pitchbox.

Technical Setup for Cold Outreach

• Authenticating email addresses through SPF, DMARC, DKIM records improves deliverability.

• This increases open rates, click-through rates, and overall success in obtaining backlinks.

• Warming up new outreach accounts is essential before mass email campaigns.

• Emails are sent to other accounts within a network to increase open rates and appear more natural.

Tools for Cold Outreach

• Lemlist is a tool used for warming up email accounts and achieving better deliverability.

• It helps create a network of interacting email addresses to improve response rates.

• Pitchbox is preferred over Lemlist due to its better filtering options during prospecting stages.

• It saves time by allowing users to filter prospects based on backlink quality before sending emails.

Integrated Tracking Sheet

• A well-integrated tracking sheet helps monitor link-building progress over time.

• Clients can easily track the high-quality links acquired on their behalf, which positively impacts rankings.

Using Cold Outreach to Get Links

In this section, the speaker discusses the strategy of using cold outreach to get links for a new email address. They mention including an offer in the first line of the email to increase open rates and deliverability. The speaker also recommends using tools like GMass for bulk email sending.

• Including an offer in the first line of the email, such as "we'll pay you twenty dollars for a backlink," can increase open rates and responses.

• Tools like GMass are useful for sending emails in bulk and are easy to use, especially when starting out with a new campaign.

• As the volume of emails increases, it may be necessary to switch to more advanced tools like Limitless for better management.

Client Retention and Creating a Great Client Experience

In this section, the speaker discusses the importance of client retention and creating a great client experience. They emphasize that retention is more important than focusing solely on sales. The speaker shares two key strategies: using client results as a guide and showing that you care.

• Increasing retention by 5% can lead to a 20-25% increase in profitability.

• Focusing on sales alone may result in one-time purchases, while retention leads to repeat business.

• Using client results as a guiding principle helps ensure customer satisfaction and success.

• Showing that you care about clients' needs and experiences is crucial for building strong relationships.

• Implementing retention tweaks such as personalized videos, exclusive content, weekly training sessions, and targeted email newsletters can enhance the client experience.

Mapping Out the Customer Journey for Client Retention

In this section, the speaker emphasizes the importance of mapping out the customer journey for effective client retention. They suggest using tools like Trello or Kanban boards to visualize the different stages of the customer journey.

• Mapping out the customer journey helps in understanding and addressing clients' needs at each stage.

• Tools like Trello or Kanban boards can be used to create a visual representation of the customer journey, with different columns representing different months or stages.

• Having a clear understanding of where clients are in their journey allows for targeted communication and personalized offerings.

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New Section

In this section, the speaker discusses the importance of customer retention and differentiation in the link building industry.

Building a Moat as a Link Building Agency

• The speaker emphasizes the need to differentiate their link building agency from others in the market.

• Many link builders focus solely on sales and building links, without considering customer retention.

• The goal is to build a moat around the agency by prioritizing customer retention and providing exceptional service.

• By consistently adding value, focusing on customer service, and exceeding expectations, they aim to create long-term relationships with clients.

New Section

In this section, the speaker introduces Bonjuro as a platform for personalized video communication.

Introducing Bonjuro for Personalized Video Communication

• The speaker mentions using Bonjuro, a platform that allows personalized video messages to be sent to clients.

• Bonjuro videos appear as if they are specifically created for each recipient, enhancing personalization.

• It is also useful for collecting video testimonials from clients by providing them with an easy way to record and upload videos.

• The platform includes guiding questions to help clients provide effective video testimonials.

New Section

This section focuses on client retention strategies and creating exceptional experiences.

Client Retention Strategies

• The speaker commends the agency for not only focusing on acquiring more links but also prioritizing results and creating exceptional experiences for clients.

• Personalized videos, monthly check-ins, and thoughtful gifts are examples of strategies used to exceed client expectations.

• Going above and beyond what is expected helps build strong relationships with clients who appreciate the additional value provided by the agency.

New Section

This section highlights the importance of maintaining organization and clear processes within the agency.

Managing Team and Processes

• As the agency grows, it becomes crucial to keep adding value, improving services, and maintaining internal organization.

• Account managers need to know where they stand in the process and how to implement new strategies effectively.

• Clear standard operating procedures (SOPs) and simple processes are essential for ensuring smooth execution by the team.

New Section

This section discusses talent acquisition for the agency and the role of recruiters.

Talent Acquisition for Agency Growth

• The speaker emphasizes the importance of talent and culture in driving business growth.

• Hiring a recruiter with a thorough screening process has proven effective in finding top-quality candidates.

• Recruiting plays a significant role in achieving growth milestones as new hires contribute to business momentum.

• For remote positions, Dynamite Jobs is recommended as a platform for posting job listings and efficiently screening applicants.

The transcript provided is already in English.

New Section

In this section, the speaker discusses the importance of quality and growth in business, as well as the role of goal setting and coaching in accelerating growth.

Changes for Accelerating Growth

• The speaker emphasizes the significance of goal setting in their business. They have a whiteboard in their office where they see their goals every day, which helps them stay focused and motivated.

• Goal clarity is crucial for motivation and progress. By being crystal clear about short-term and long-term goals, individuals can ask themselves the right questions to move in the right direction.

• Coaching plays a vital role in accelerating growth. Having a coach or mentor holds individuals accountable and helps them identify weaknesses that may be overlooked by others. Coaches provide guidance based on their own experiences to avoid mistakes.

• Implementing EOS (Entrepreneurial Operating System) and having regular team meetings (Level 10 meetings) has significantly improved operations and team management for the speaker.

Importance of Delegation

• Delegating tasks that take longer than five minutes is essential for efficiency. Whether it's assigning tasks to team members or outsourcing to freelancers, removing blocks and freeing up mental energy allows individuals to focus on more important aspects of their work.

This summary focuses on key points related to quality, growth, goal setting, coaching, delegation, and implementing EOS.

Elevating Your Business and SEO Recommendations

In this section, the speaker discusses the importance of delegating and elevating tasks within a business to focus on bigger picture goals. They also provide recommendations for learning SEO.

Delegating and Elevating in Business

• The key to moving forward in business is to delegate and elevate tasks, allowing leaders to focus on more important aspects of the business.

• By freeing up time through delegation, leaders can prioritize their efforts on strategic activities rather than getting caught up in minor tasks.

SEO Book Recommendations

• There are not many good SEO books available, but the speaker recommends checking out their own book for valuable insights. However, they suggest looking into courses instead of books for learning SEO.

• Two highly recommended courses for learning SEO are Matt Diggity's Affiliate Lab and Authority Hacker's Blueprint on SEO. These courses provide comprehensive knowledge and practical strategies for building successful websites that generate passive income.

Importance of Courses over Books

• Courses offer more up-to-date information compared to books, as the field of SEO is constantly evolving. Investing in courses allows learners to stay current with industry trends and best practices.

• Additionally, courses can be shared with team members when delegating operations or training new employees in SEO skills.

Julian Goldie's Services and Resources

In this section, Julian Goldie shares information about his services, where to find more resources about him, and how to contact him.

About Julian Goldie's Services

• Julian Goldie runs a multiple seven-figure agency that provides link building services to agencies and clients. He offers insights into packaging programs, delivering services, scaling teams, and acquiring clients.

Finding More Resources

• To learn more about Julian Goldie and his services, visit his website at juliangoldi.com. The website provides details on services offered and the option to book a free strategy session for improving SEO results. A free book is also available for download on the website.

• Julian Goldie's YouTube channel, named "Julian Goldie," offers valuable content on SEO strategies and cold outreach techniques. It is recommended for those seeking additional insights from him.

Entrepreneurship and Personal Interests

In this section, Julian Goldie discusses his entrepreneurial mindset and personal interests outside of work.

Balancing Entrepreneurship and Personal Interests

• Julian believes that activities outside of work impact performance within the office. He emphasizes having three hobbies: one that generates income (business), one that fosters creativity (music), and one related to health (fitness).

• By engaging in diverse activities, such as singing, songwriting, fitness training, or practicing martial arts like Muay Thai, individuals can find inspiration and motivation to fuel their creativity in business.

The Importance of Stepping Away from the Office

In this section, the speaker discusses the importance of stepping away from the office to foster creativity and generate new ideas.

Stepping away for creativity

• Spending all day in the office may hinder creative thinking.

• Masterminds work well because they provide a creative environment outside of the office.

• Being in a different environment with inspiring people can lead to great ideas.

Growth mindset and new experiences

• Having a growth and learning mindset encourages experiencing new things.

• Putting oneself in new environments can stimulate creativity.

• Breaking out of daily routines and habits can make a significant difference in mindset.

Advice for Agencies Trying to Level Up

In this section, the speaker shares advice for agencies aiming to reach the next level of success.

Persistence and success

• The key to growing a business is not giving up.

• Pushing forward consistently will eventually lead to success.

• Focus on taking the right actions rather than solely focusing on results.

Conclusion

The transcript provides insights into the importance of stepping away from the office for creativity and generating new ideas. It also offers advice for agencies striving to reach higher levels of success by emphasizing persistence and focusing on actions rather than immediate results.