Don’t be Fooled – Beware the Hype

I was actually a little bit angry, earlier.

I read a pdf from another marketer.  In this pdf, he showed a keyword that he ranked in less than 24 hours.

Sounds impressive?

Not when you look at this:

So you can rank for a long keyword that has no search volume?  Great.  So can anyone.  It means nothing for traffic generation.

But the sales angle was, how cool is it to rank in 24 hours?

So What’s the Truth?

Well, I don’t want to disrespect that particular marketer, because actually his product is first class, for other good reasons.

But I really want to re-enforce advice I have given for a long time:

Don't take marketer's claims at face value.  Look for proof they know what they are talking about, and evaluate that proof.

If the proof they are showing is for super-low competition phrases with no traffic, then it’s not convincing proof.

To be fair, the Google Keyword tool does not give good data for local or low volume phrases.  There are some phrases, particularly local ones, which do have valuable traffic not shown in the Keyword Tool.

So, you need to apply some intelligence to the proof that the marketer is showing you in such local cases.

Let me give you an example:

The keyword tool gives 0 searches for these two phrases.  Which one do you think is a valuable phrase to rank for?

Salisbury NC emergency dentist 24 hours

Salisbury Dentist Reveals New Appointment Booking System

Yup, both are given zero volume by Google’s tool.  But ranking for the top one, although still super-easy, is of value.  Even one search per month and you are going to make some revenue for your client.

The second phrase?  Nah!  Honestly, you can combine Google’s KW tool results of zero searches with your own common sense to know that no-one searches for that phrase.


The marketing game – marketers are in the business of selling their products.  They will do this the best they can.  Your job is to evaluate the offer, and I encourage you to look critically at the proof they provide.

Only a few people today know how to rank for medium competition phrases and above. You are in the right place with SEO Breakthrough!




  • Terence Kent

    Reply Reply January 27, 2018

    Absolutely agree with you John! There are many marketers that sell courses like this and ‘reveals’ how easy it is to rank for ridiculous long-tails. It actually isn’t a big secret – but is it really worth your time and effort?

    On another topic, can you maybe tell me when SEO Breakthrough will be open for new members again? I really wanted to get in the last time, but due to financial issues I wasn’t able to. From your previous courses, free webinars and blog posts it is obvious that you are some of the few SEO experts that actually know what they are talking about!

    • John

      Reply Reply February 2, 2018

      Thank you for the comment Terence. We hop to make it available again soon. Much appreciated!

  • Ramesh

    Reply Reply January 21, 2018

    thank you for pointing this out. Really had no idea about this. Please could you give more tips like this in future posts, really appreciated.

    • John

      Reply Reply January 21, 2018

      Will certainly do that Ramesh!

  • Peter Okwalinga

    Reply Reply January 20, 2018

    You are right on point with this article John! First class information as usual, much appreciated mate 🙂

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