We run two product, SoftwareSuggest & CallHippo. For both our products, competition is super high. For CallHippo (Virtual Telephony System) one Google paid click in the developed market can go up to $100. Even at that high cost of paid advertisement, we have been able to keep CAC as low as $20/paid customer. At such low CAC, you will expect the growth to be slow, but we are growing at 15% MoM. Decent for a bootstrapped company in a cutthroat market.
How did we keep our customer acquisition cost at $20/Customer? Search Engine Optimisation. A lot of our keywords rank top on Google which ensures low cost of customer acquisition. Our peers often ask us what we do for those ranking. The answer is a method built by our team called – The Wise Man’s Logic.
Before I go forward and explain what “Wise Man’s Logic” is, do note that the method does not try and avoid Google’s and can be used only after you have ensured Google guidelines have been implemented. Some of Google’s guidelines are-
- Targeting proper keywords
- Ensuring correct page size
- Ensure logical-sensible content
- Etc. Etc.
The Wise Man Logic
Our method of search engine optimisation The Wise Man Logic comes in when our team is stuck at a decision. The Wise Man Logic is our standard operating procedure of decision making for search engine optimisation. Here,
The first step here is to accept – Google is smarter than you, you cannot beat it.
The second step is to know- That Google wants to be beaten by you!!
For every keyword available on Google, there are 1000s of teams competing of teams competing for it. Google knows that these teams are optimising their pages to rank on Google. ( Not that Google doesn’t want people to optimise it, that is why they keep releasing their guidelines).
Now, how will Google decide which pages to rank in the top 10? It will use – The Wise Man’s Logic.
Wise Man logic is directly related to the
- How difficult is it? – Relates to Off Page optimisation
- How logical is it? – Relates to On page optimisation
How difficult is it?
Let me give you an example. Imagine, Google is a human and has been given the task to find the best painter in the world.
Situation 1: If you tell Google, you are good a painter, Google (as human) will say, “Yeah, I know. Everyone says they are good.” For you to say you are the best painter- its easy the effort is low.
Situation 2: If one of your friends tells Google, YOU are good a painter. Google will say “Ok Maybe.” The effort for you to convince your friend to tell this to Google is higher than situation 1.
Situation 3: If 10’s of your friends says, YOU are a good painter . Google will say “ Yes. looks like you are good”. The effort of convincing 10’s of people saying you are good is higher than Situation 2.
Situation 4: If 10’s of your friend say you are good, & the president of the United States goes on record and says you are good in painting in one casual event, Google will say “Sure he must be, after all the President of US says so”.
Situation 5: If 10’s of your friends say you are good, but the US president goes keeps repeating in all his conversation that you are good, Google will say “ Dam sure he must be good after all the President keeps repeating YOU are good in Painting. “
Now, compare this with websites. (1) One website refers to you and says your website has good content on a particular keyword < (2) 10 website telling your website has good content on a particular keyword < (3) 10 website + a website with Super High Domain Authority (DA) telling your website has good content for particular Keywords.
This gives us Wise Man’s Logic – Rule 1: The harder it is to achieve something, the more likely you will get benefited from it.
It is harder to get backlinks by blog commenting than by directory listing.
It is harder to get backlinks by guest post than by blog commenting.
It is harder to get a backlink from a website which does not support external backlink, than from website which supports external backlink.
The next one is – How logical is it?
This rule, suggest putting simple logic to your effort for ranking on Google.
Let’s say you create content on Bill Clinton. And you would like to rank on the keyword. There are 1000 over pages on Google which wants to rank on the same keyword.
Here is how a Wise Man will rank the pages (Note, the closer the rank to 1 the better it is on Google)
Article 1: An article which has 1000 words & has Bill Clinton mentioned once will be ranked X.
Article 2: An article which has 1000 words, but has Bill Clinton mentioned 5 times in a single para will be ranked before article 1 (X-Y). It tells that there is one area in the article which is about Bill Clinton. But because Bill Clinton is not mentioned in the other para, this article probably is not completely about Bill Clinton.
Article 3: An article which has 1000 words, Bill Clinton spread over the article tells the wise man (Google), that the article is about Bill Clinton as it has Bill Clinton spread all over the article. It should be ranked before article 2 (X-Y-Z).
Article 4: An article which has 1000 works, Bill Clinton spread over the article and has Bill Clinton in its title, tells the wise man – the article is definitely about Bill Clinton. It should be ranked before article 3 (X-Y-Z-A).
The above example looks like common sense, and that is why the second rule – How logical is it?
Now, The Wise Man’s Logic i.e. How difficult it is? & How logical is it? are not the only parameter that helps us in search engine optimization. The quality of content, grammar, originality, social response, etc are other factors which contribute to rankings, however, The Wise Man’s Logic is definitely decision-making framework religiously followed by our team and has been working for us.