Digital Game Plan: RIKS (Ridiculously Important Keywords)
Ever wonder why some manufacturers get all the leads while others stay hidden? This Stop Being the Best Kept Secret episode is all about unlocking your online visibility with the power of RIKs (Ridiculously Important Keywords).
They have coached thousands of business owners to out-teach the competition and build simple systems that turn expertise into steady leads. Their combined mission? Helping you break free from founder fatigue and get your time back while growing your business.
Learn how to find, use, and master your Ridiculously Important Keywords. You’ll see how a smart keyword strategy can attract the right-fit customers and boost your digital sales—without overwhelm.
You will walk away with clear steps to:
- Pick the keywords that matter
- Improve search rankings fast
- Build trust before you ever meet a prospect
Key Highlights
• Digital Game Plan Introduction and Keyword Strategy 0:01
• Understanding Buyer Intent and Keyword Exercise 1:17
• Examples of Keyword Strategies and Buyer Intent 5:03
• Practical Examples of Keyword Implementation 8:33
• The Role of Google and AI in SEO 8:46
• Recap and Final Thoughts 14:16
Resources
To learn more about connecting with your Ideal Customers, check out The Complete Guide to Website Design for Manufacturers: Make a Great First Webpression
Stop Being the Best Kept Secret with Live Streaming Training Sessions
B2Btail – Helping Awesome Companies with Digital Sales Growth Solutions
Click here for more resources and guides.
Get Your FREE SEO Report
You Have Only One Chance to Make An Outstanding First Webpression https://b2btail.com/webpression/
Stop Being the Best Kept Secret: Manufacturing eCommerce Strategies
Exit Your Way– Helping owners create businesses that make more money today and they can sell or succeed when they want.
Damon on LinkedIn
Transcription
Damon Pistulka 00:01
Hey, Damon, how are you, brother, I’m doing great. Curt, ready to go for the week? Alright,
Curt Anderson 00:06
let’s rock and roll. Hey, nice shirt you got there. How’s that? How do we look? Yeah, we kind of match today. We kind of, we’re 20, not, man, you know what? We should just get matching shirts and just for those every time, right? So, yes, just being a total,
Damon Pistulka 00:19
actually, I do have a shirt idea I was thinking about
Curt Anderson 00:21
over Oh, you do okay, well, I won’t speak for you, but just being the complete dork that I am on Is that so? Word dork? Is that that? I think so. Okay, all right, I’m going with it anyway, you know, yeah. So, all right, let’s dive in, guys. Welcome to Happy Monday. Hope you had an amazing, incredible weekend, and welcome to stop being the best kept secret. Damon, we were talking about one of our favorite topics. It seems like we have a lot of favorite topics, but this one, I really geek out. We are talking about keyword strategy, our ridiculously important keywords, really diving into our digital game plan, and we are super excited. On Friday, we did a little maiden voyage on our new software tool that we launched, called the digital game plan. And we’re gonna, man, we’re dropping the curtain again two days in a row. What do
01:03
you think of that? Huh? Yeah, ready to go for
Curt Anderson 01:06
Let’s dive in. Okay, so when we say those ridiculously important keywords, first thing that comes to your mind, what are your thoughts here, as far as your ridiculously important keywords for our dear friends out there
Damon Pistulka 01:17
today, it’s kind of the information that your soulmate, your ideal customers, are searching for,
Curt Anderson 01:23
right? And let’s get, you know what? And let’s talk about that for a second. Because how often do we have like that internal language our dear friend DiAnn Byer, she calls it like, you know, like she works at MATAAC, she calls it the MATAAC Martian, you know. So like, say, hey, Damon, you know, what’s the you know, if we were playing football, we’d be throwing out, like, the name of our plays, or like acronyms, some lingo, some like, you know, three letters, and other people like, What on earth are you talking about? So the what’s so critical is getting inside the mind of your buyer and speaking their language, not our language. What are your thoughts?
Damon Pistulka 01:58
Yeah, we really need to understand the words that your buyers use, rather than your technical lingo for what the words that they’re using right? And you might have a completely different word for something that they have a you know, their knowledge
Curt Anderson 02:14
word, yeah, we I was doing run through little keyword exercise with a client the other day, and they did a phenomenal job. And I want to give a shout out to our dear friend Dale Bertrand, who is AI SEO Guru 40. He’s been on the show multiple times, yup. And he talks about how, you know, keywords are great, but intent is really what you want to think about. Okay, yeah. So the thing is, you know, internally, we might be thinking, you know, we always, I’m going to just for lack of, you know, better expression, but I’ll refer to my client first. So, you know, they make these massive, quarter half million, million dollar pieces of equipment. And so, like, you know, maybe we’re thinking about the name of that equipment, right? But when I’ll tell you their sales person, they did a phenomenal job. We were talking we’re going through like that strategy. He got inside the mind of like the engineer, the maintenance person, the person that’s making the bike. And it was like identifying the problem, you know, what’s the best solution for x, right? Yeah. So we always use that little coffee, you know, the coffee cardboard thing, you know where I’m going, right? Yes. So we always use that example. So you have you ever had a cup of coffee before. I’ve had a few, a couple, one or two. You know what? I have never had a cup of coffee in my life. Isn’t that crazy, Zen, insane, good for you. Which I’ve never had a cup of coffee. I’m like, one of those, again, dork. I’m using that word again. Is that appropriate? Use the word dork. I don’t know. Like, I think it’s I think it’s okay. Today is there? Okay, okay, well, I’m a dork. So anyway, I’ve never had a cup of coffee. You’ve got your coffee going there. So when you think about that little cardboard thingy that goes around a cup of coffee, Damon, do you know the name of that? You know the name? Yes, I’ve heard it before. You’ve heard it before, but you know what it’s originally called, azarf, like, like, who? Like, what’s a zarf, Z, A, R, F, right? The guy that founded it, 1991 I think his name was Jay Sorenson. I wish the goodness gracious I founded that little darn cop. You guy made a fortune some like, you know, fraction of a cent little coffee things. He called it the Java jacket. Okay, so now the thing is, if you and I are like, if I’m like, Hey, Damon, you know, everybody’s googling Java jacket. You’re like, Curt, you dummy. Like you’re a dork, nobody on the planet is googling Java jacket. What are they thinking? They’re
Damon Pistulka 04:23
thinking, How do I what do I put on my coffee cup so I don’t burn my hands, I
Curt Anderson 04:27
don’t burn my fingers. That’s the problem. And like, here I’m thinking, like, well, you know, zarf, Java. Like, nobody’s typing zarf. Nobody’s typing Java jacket, right? Maybe cardboard sleeve, or cardboard thingy or whatever. But again, let’s get inside the mind of the customer. That’s critical thing number one for your keyword strategy. And again, shout out to our dear friend Dale. Buyer intent. We want to be thinking about that. Buyer intent, right?
Damon Pistulka 04:52
Yeah, it’s really about what are they thinking about when they’re beginning to learn about your product all the way through? The process of selecting someone to buy the product from or service.
Curt Anderson 05:03
Yep. All right, let’s run into a couple examples. So, hey, Damon, are you ready? Are you? Are you? Man, are you fired up? Or what can you? How about this goes, Hey, are you? Do you recognize this thing?
Damon Pistulka 05:13
I’ve seen it before. You’ve seen it
Curt Anderson 05:15
before. So, hey, this is our digit. I’m so excited. Oh my gosh, I can’t even sleep. Man. It’s like we’re two, not young guys, and like we’re creating a little software tool just for our clients. It’s called the B2Btail digital game plan. And one of the little tools, one of the tabs here, is like helping our clients dive into their their keywords. Okay, yep. And so I just ran just a complete random example of, you know, this was a client that, just say, hypothetically, right? This is a hypothetical example of somebody doing apparel. Okay, so we’d like breaking down our clients into buckets, right? We have our singles, our doubles, our triples, our home runs. So let’s just say, like, hey. You know what? We’re looking for a client who like, they’re a triple Damon, who, like, just for some insight, someone’s like, you know what? That’s a triple? What? What would you say? Say to them about a triple? Okay, they’re
Damon Pistulka 06:07
going to be a good customer. They’re going to buy regularly. They might buy every day, but they’re going to buy often, right?
Curt Anderson 06:14
Exactly, so. So again, like, you know, here are some potential this little tool. It’s aI driven tool that we are creating our little B2Btail digital game plan. And this is part of the RIKs, the ridiculously important keywords. And these are some of the phrases that they’re diving into. So like pricing strategies for athletic and outdoor apparel. You know, buy Nike wholesale. How to Improve vendor communication, retail buying. So these are some of the phrases that were relevant for this hypothetical example that we put in, you know, this one right here, private label expansion strategies for sporting goods, right? So Damon, any thoughts here? Because like, this isn’t like this isn’t like that zarf Or that Java jacket like this is getting into like, more detailed specifics. What are your thoughts here?
Damon Pistulka 06:58
Well, I think these, these kind of things may not be perfectly what you want, but they certainly will give you the ideas to generate some great topics for key for content, topics for social posts, topics for, you know, campaigns on, you know, things that you just want to answer on your website. For FAQs, right? There’s all kinds of of great ways that you can use these insights, right? So
Curt Anderson 07:25
let’s just say, for example, if you’re an apparent, this is just again, hypothetical example. Let’s say that you’re an apparel manufacturer, and so like, what are some ideal what are some keywords in an ideal customer would type, you know, top B to B, sustainable apparel suppliers for large enterprises, you know. So say you’re targeting large companies. You’re in a B2B space. Like, that’s a great phrase, right there. So, you know, again, you know, global expansion for strategies for sustain, of parable, I’m sorry, sustainable apparel. So these are types of phrases that we want to be thinking about for your ideal clients, your customers, and like, what are they typing to find your your service, your solution, your website, whatever that might be, right? So, Damon, what do you want to add? Then I’m going to jump into I’m going to show a couple examples.
Damon Pistulka 08:13
No, I just think this kind of data can really help you generate some good ideas. First of all, these can be good ideas for you, but they they’ll spur other insights that you might have. And I think having a a bunch of them is actually really good, because you can go, Okay, here’s one, here’s one, here’s one that are really good, or maybe a lot of them are good, right? So
Curt Anderson 08:33
Alright, so let’s jump into a couple examples. So we have another client. They do a wonderful product called Ground straps, and they are a ground strap manufacturer. Okay, so if you take a look here, and this is exciting thing, so now with Google, everything is changing, literally, you know, whatever we can just show now, like, might be absolutely, you know, by tomorrow, I don’t know, it’s changing constantly, but, for example, this is a company here, like, that’s a great key phrase, that’s a keyword that is a total Rick for them, a ridiculous, important keyword. That’s what we’re here talking about today. Is, how do you drive, you know, SEO strategies for your company in this changing time with AI. And if you do a search for ground shop, manufacturer, where the cool thing is, Damon, you see right here, like how Google is now populating their AI right at the top of search, yep. So the cool thing is, there’s our dear friends right there. See that? Falcon electronics? Yeah, yeah. So that’s awesome for this company, because what they’re doing is it’s coming in right there, and you look over here, what they’ve done is they’ve got this little guide over here. So you see Falcon electronics, their guide is coming up right in that search. What they’ve done is they’ve taken one of their Ricks, one of their ridiculously important keywords, and they created like a big, thick buyer’s guide on their website and just loaded it up with that main key phrase that they’re looking for. And this is just critical for them coming up in that that search result, right? So let’s see if I share, what am I sharing right now?
Damon Pistulka 09:58
You’re sharing the ground, the the. Guide, their guide,
Curt Anderson 10:01
yup. Okay, there we’re good. So if I come back here, so let me just for let me come back here. Let me let me just see I’m I’m taking a little chance here. I don’t know if they come up here. Let’s see if I do about best what are now, let me just start looking at the guide. Let me point out something here, if I do a search for a grounding strap, okay, look at all their all this up here is Google Shopping, right? Yeah, and these are paid ads. These are paid ads. And here’s a cool thing, like, right here, Damon, so they do a great job on Digi key. So I’m jumping ahead a little bit. A great thing to do is get your products on marketplaces, because they are spending the money and advertising, yep, on paid ads to get there. Now, notice that there’s no AI in this immediate search right here. So let’s just say, like, what are best? And I haven’t done this, so I’m kind of putting myself up what are best grounding straps. And so Google’s still not popular in AI, but we see, like, you know, Reddits coming up here, and so search. So anyway, we wanted, like, think about like, what are the questions that your ideal customers are asking? Right? What are let me try, what are best ground strap manufacturers? Let me see what that does in USA. Okay, so we come up here, and hey, and I didn’t even know this, Damon, I’ve just taken a shot like in here electronics is coming up right here, in that search right there, you know? Yeah, so again, and here they are. They’re, they’re first, they’ve got the first list. Man, how cool is that? You think I’m going to break to that guy? So alright, check you. Check this out. They’re coming up number one here in that search. And again, that’s their ridiculously important keyword. And here they are, over here, right below Thomas net. So then you know, you want to think about what your ideal buyer is searching for. What’s that search intent? Right? Damon, what do you want to add?
Damon Pistulka 11:55
No, I think this is a powerful example of how just really intentional work on content can can make you rank so much better on Google, even with the AI changes. Look at this. This is Falconer. Has been a been good at SEO for a long time, but the changes even made in the last year really have helped it to continue moving forward with the AI,
Curt Anderson 12:17
right? Absolutely. So again, think about what is that ridiculously important keyword, that key phrase, that problem that your soulmate has today that they need solved. Excuse me, they don’t know that that you exist, and they’re turning her to Google. And even if you know we could, and we could run through a whole chat example too. But you know, like for for me, like looking for a product, team. And, you know, I still think Google is a place to be, man for, for here, you know what? I mean, yeah, you know you’re getting, I
Damon Pistulka 12:46
think, you know, the search isn’t going to change overnight, and Google is not going to go away just because of chat. I mean, Google’s got Gemini. Google is going to continue and integrate Gemini into their search experience to continue enhance that and stay, stay relevant, right? I mean, there’s too much to lose for them not to do it. And you know, they’ve been the behemoth forever. And even, like, you know, people will talk and say, Oh, emails dead or whatever. You know, there’s still a lot of businesses done in email. And even if people want to know more. I mean, look at the examples right there. You got Thomas net, you got Digi key. A lot of people probably haven’t even heard of these two, and they don’t understand how many hundreds of millions of dollars are done on those marketplaces, you know? So that’s the thing is, you can say, oh, Google’s dead because of AI. Well, okay, is it being impacted? Yes, but a 1020, 30% impact on Google still means it’s a behemoth, right,
Curt Anderson 13:45
right? Great point. So okay, we’re, we’re going to wind down. So again, just kind of recap, let me I’m going to come back here again. So just showing off the new B to B TAIL digital game plan. It’s this wonderful tool where it helps our clients really dive into, like, what are those core, ridiculously important keywords? And again, just coming back over here, this is why it’s so important to come up in that search, because, as Google is making their AI changes literally daily, it’s a great way for you to come up and just be found, right? And what’s our goal? Damon, stop being the best secret that’s right, so okay, I’m going to wind down Damon party thoughts, words of wisdom that you want to share with our friends for today as we
Damon Pistulka 14:27
close out. Oh, I think the more you can dial in on those intent questionnaire questions, keywords, things that people are looking for when they are considering they want to solve the problem that you have solved that all that, the better off you’re going to be, because those are the ones that lead people in and get to know you. I mean, that’s the first introduction people sometimes get. It’s like, how do I solve this problem? And if you come up talking about that problem a lot, that could be a good way for you to start gaining new customers.
Curt Anderson 14:57
Absolutely Friday, we’re talking about seeing those you know. Saying those niches, or niches, I will re pronounce it right. And you know, today we’re talking about those ridiculously important keywords for your SEO strategy. So hey, we’re going to sign off for today. And hey, we got a hello
Damon Pistulka 15:12
from Yep, got anshiman. Thank you. Hey and
Curt Anderson 15:17
guys, we appreciate you. Thank you for joining us today. Everybody that is hanging out here, if you’re catching us live or you’re catching us on replay, we appreciate you more than we you can imagine. If you have questions, drop them in here, any topics that are important to you, anything that you know and share with us. Man, we would love to learn from you as well. So yeah, again, we’re going to sign off for today. We appreciate you. We applaud you. Thank you for going out and crushing it. Damon, Friday, man, we’re geeking out about war AI with our dear friends, Wilton and Rob. They have an extraordinary new software tool that they have coming out with demo on Friday. So yes, you gotta be awesome. Thanks. All right, guys, have a great day. God bless. Bye. You.