Matt Diggity is Building an SEO Empire (Tell-All Interview)

Last updated: Jan 1, 1970

The video is an interview with Matt Diggity, who discusses how he got into SEO and how his background in gaming helped him with efficiency and competitiveness in the industry.

The video is an interview with Matt Diggity, an SEO expert who has built a successful empire in the industry. He talks about how he got into SEO after reading the book "The 4-Hour Work Week" and participating in the 30-day challenge. He also discusses how his background in gaming helped him develop efficiency and competitiveness skills that he applies to SEO. Overall, the video provides insights into Diggity's journey and strategies for success in the SEO industry.

  • Matt got into SEO through the 30-day challenge and wanted to make money while he slept.
  • Gaming taught him about efficiency and management, which he applies to SEO.
  • He transitioned to entrepreneurship after realizing he wanted freedom of time and location.
  • Success in SEO requires testing, high-quality content, and backlinks.
  • He started his own agency and emphasizes networking and building relationships in the industry.
  • SEO strategies have changed over time, with a focus on quality content and backlinks now.
  • Building authority sites in competitive niches requires starting small and building topical authority.
  • Links are expensive, but there are still free ways to get backlinks.
  • Learning from past mistakes and putting in the time and effort to learn and improve is necessary to succeed in SEO.

Matt Diggity is Building an SEO Empire (Tell-All Interview) - YouTube

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Background into SEO

  • Matt got into SEO in 2009 after reading "The 4-Hour Work Week".
  • He attended meetups for enthusiasts of Tim Ferriss and the 4-Hour Work Week.
  • He learned about the 30-day challenge, a course by Ed Dale that teaches SEO and affiliate marketing.
  • He was hooked on the concept of a leaderboard and making money while he slept.
  • He had a stable job as an electrical engineer but hated the 60-hour work weeks and the corporate ladder.
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Gaming Background and Efficiency

  • Matt played MMOs like EverQuest and World of Warcraft and was super competitive.
  • Gaming taught him about management, efficiency, and batching.
  • He learned to manage his time and resources by saying yes to multiple quests at once.
  • Gaming made him competitive, and he applies that to SEO, which is also a competition.
  • He played first-person shooters like Day of Defeat and Counter-Strike and even went to LAN parties.
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Transitioning to Entrepreneurship

  • Matt wasted a lot of years in his stable job before fully diving into SEO and entrepreneurship at age 30.
  • He tried being an article writer but didn't like trading time for money.
  • He wanted freedom of time and location.
  • He realized he had to switch things up when he saw a Subway sandwich maker who seemed happier than him.
  • He made his first dollar through SEO and affiliate marketing in the 30-day challenge.
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Matt Diggity is Building an SEO Empire (Tell-All Interview) - YouTube

Lessons Learned and Success in SEO

  • Matt learned that success in SEO requires a lot of testing and experimentation.
  • He learned to focus on high-quality content and backlinks.
  • He started his own agency, Diggity Marketing, and built a team of experts.
  • He also started Authority Builders, a link building service.
  • He emphasizes the importance of networking and building relationships in the SEO industry.
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Background and Mindset

  • Learned teamwork and various skills from gaming.
  • Tendency to be obsessive about missed money and broken affiliate links.
  • Engineering background led to a systemized mindset.
  • Conducts single variable testing and testing ranking factors one by one.
  • Used Market Samurai to find low competition keywords for his first site, yogatraveler.com.
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Early Days of SEO

  • Easy and articles.com was a popular directory for backlinks.
  • PBNs and web 2.0s were effective for link building.
  • Ranking was quicker and easier compared to now.
  • Used "poking" method to rank sites quickly.
  • Started monetizing with PBNs by selling links through Diggity Links.
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Changes in Affiliate Marketing

  • Quantity over quality was the play for backlinks.
  • Niche sites were faster to rank.
  • Exact match domains were effective.
  • EMD + product name + review pages were popular.
  • Monetization strategies have changed over time.
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Transition to Agency Model

  • Started offering SEO services to clients.
  • Transitioned from affiliate marketing to agency model.
  • Started building a team and scaling the business.
  • Focus on delivering results and building long-term relationships with clients.
  • Continues to innovate and stay ahead of the curve in the SEO industry.
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SEO Strategies in the Past and Present

  • In the past, SEO was about blanketing page one with niche sites that were not professional-looking.
  • Back then, people trusted unbiased reviews from sites that did not have great design skills.
  • Today, quality backlinks and content are important factors in SEO.
  • Building big sites and hitting a point of authority in a niche is where gains start to add up.
  • It is not efficient to make little niche sites to target a whole bunch of niches.
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Building Authority Sites in Competitive Niches

  • Building a huge authority site in a competitive niche like fitness or health can be daunting.
  • There is a lot of knowledge available now compared to before.
  • Start with a branded domain name and a small silo, and niche down to get small wins.
  • Build topical authority in specific parts and let it snowball and build authority in other areas.
  • Links are one of the biggest investments in SEO, and there are still free ways to get backlinks like HARO.
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Overcoming the Cost of Acquiring Links

  • Links are expensive, and even sweat equity is not always enough.
  • There are still free ways to get backlinks, but it takes time and effort.
  • Grinding it out at the beginning is the newbie zone, and it is where all the learning takes place.
  • Putting in the reps is necessary to understand SEO strategies.
  • It is important to put in the time and effort to get small wins and build authority over time.
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Learning from Past Mistakes

  • In the past, SEO was about tweaking website design and not focusing on content and backlinks.
  • Learning from past mistakes is important to improve SEO strategies.
  • Putting in the time and effort to learn and improve is necessary to succeed in SEO.
  • It is important to focus on quality content and backlinks to build authority in a niche.
  • Building big sites and hitting a point of authority in a niche is where gains start to add up.
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Site Flipping

  • Matt has flipped around 30-40 sites.
  • He considers selling a site when he wants to make room for new projects, staff, and resources.
  • He wants to leave some room on the table for the buyer and not max out the niche.
  • He keeps some sites that are cash cows and don't require much effort to maintain.
  • Some sites won't sell because they are in naughty niches or have exact match domains.
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Deciding to Sell a Site

  • Matt debates whether to sell a site or not.
  • He gets nervous when a site makes more money.
  • He grows the site at all costs in the beginning.
  • He gets nervous when a site is in the intermediate stage because any update could hurt it.
  • He considers letting a site go when it hits its peak.
  • He doubles down on a site when it's growing super fast and brings in creative monetization strategies.
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Monetization Strategies

  • Matt's sites are mostly monetized through affiliate and display.
  • He is working on e-commerce plays, but it takes time to get them up.
  • He brings in creative monetization strategies like white labeling products, JVS with drop shippers, and renting out audience data.
  • He recommends renting out audience data to other e-commerce stores.
  • He puts a pixel on the site to rent out audience data.
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Working on Your Business

  • Matt emphasizes the importance of working on your business, not in your business.
  • He says that if you're tweaking sidebars all day, you don't have time to think about macro changes.
  • He suggests asking top-level questions like whether you're getting close to maxing out a site or if you need more resources.
  • He debates whether to sell a site or not and considers the safety band.
  • He doubles down on a site when it's on fire and growing super fast.
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Site Acquisition Strategy

  • Buying existing sites is the main strategy
  • Building from scratch is only done for new or super niche topics
  • Time equals money, so wasting time on a site in the sandbox is not ideal
  • Buying working websites takes the randomness out of the equation
  • Starter sites can be bought for a good deal and turned into high-earning sites
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Due Diligence Process

  • Backlinks are important, but a disavow can be done if necessary
  • Look for sneaky stuff like hidden 301s or PBNs that aren't propping the site up
  • Content quality can be determined by traffic and growth
  • Check if the site is ranked on page one for some keywords
  • Use open link profiler to find PBNs that are not blocked
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Expired Domains

  • Expired domains are used sometimes, but niche alignment is crucial
  • AI content can be used to publish multiple articles per day
  • Expired domains are not a 100% reliable strategy
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Controlling Company Culture

  • Working on sites that are growing is preferred
  • Sites in the sandbox for months can mess with company culture
  • Buying working sites takes the randomness out of the equation
  • Time equals money, so wasting time on a site in the sandbox is not ideal
  • Starter sites can be bought for a good deal and turned into high-earning sites
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Expired Domains and Link Velocity

  • Success rate with an expired domain is highly dependent on link velocity.
  • Good link profile does not necessarily translate well to the site's topic.
  • Google can tell if there is something off in the connection.
  • Be selective with the domain that you pick.
  • Link velocity triples when you start building links again.
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Relevance in PBNs

  • Domain level relevance is the whole domain relevant to the topic.
  • Article level relevance is the article about the topic.
  • Sentence level relevance is only needed for linking.
  • Way back restorations and sentence level relevance can do well with PBNs.
  • Relevance is not required as much as people think.
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Links on Websites with Traffic

  • Getting links on websites with traffic is a popular opinion in the SEO industry.
  • One broken part of this is that the website could be totally off the wall.
  • It is better to have five to ten weaker websites to get the unique referring domain.
  • Unique IPS relevance is important.
  • SEO is multi-factor and complicated.
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Google Ignores Spammy Links

  • Google ignores a lot of spammy links.
  • Negative SEO hardly works these days.
  • Google is pretty good at ignoring spammy links.
  • Google ignores spammy links because they are not relevant.
  • Google ignores spammy links because they are not natural.
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Link Building Strategies

  • Google's ranking algorithm is stingy with traffic, so sites with traffic are likely to be okay with outbound links.
  • Guest posts from sites with traffic sent to a test site with low competition and no backlinks showed an increase in consistency.
  • Combining relevance and traffic is the best play for link building.
  • The minimum traffic threshold for most links is around 500.
  • Link builders who focus only on DR are not identifying the best links.
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Expired Domains

  • Even with a good link profile, an expired domain requires continual link building to maintain link velocity and prevent link loss.
  • Joshua or Gaffaloo, an SEO expert, recommended not stopping link building as soon as an expired domain is acquired.
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Managing Multiple Revenue Streams

  • As an SEO and marketer, Matt Diggity's job is the same across all of his businesses.
  • He focuses on strategy and deploying it to his team.
  • His businesses synergize together, with each one supporting the others.
  • Andrew Wilkinson, considered the Warren Buffett of the Internet, was a guest on a podcast Matt found interesting.
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Staying in Your Lane

  • Look at where you're spending your money to find good business ideas.
  • Stick to your core competency and don't venture too far outside of it.
  • Starting a business outside of your area of authority can be difficult.
  • It's hard to talk about SEO as much as we do, but it's necessary to maintain authority.
  • It's important to recognize when burnout is happening and take a break.
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Overcoming Burnout

  • Having a good team to handle operations can help prevent burnout.
  • Working on mergers, acquisitions, and business ideas can be a refreshing change of pace.
  • It's important to recognize when burnout is happening and take a break.
  • It's a grind to stay in your lane and maintain authority in your niche.
  • There's no way around the grind, but it's fulfilling when you achieve your goals.
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Moving Up in Your Niche

  • It's possible to move up in your niche to expand your business.
  • Going from SEO to dropshipping laterally doesn't make sense.
  • Going up to digital marketing or another related field can make sense.
  • Grant Cardone advises going up to talk about the broader niche to make a bigger impact.
  • Transitioning to a related field can be a good way to expand your business.
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YouTube and SEO Content

  • Posting case studies on YouTube can be more engaging than posting them on a blog.
  • Non-SEO content may not perform as well as SEO content.
  • YouTube is hard, but it can be fulfilling and provide a dopamine boost.
  • There's a silver play button for reaching 100,000 subscribers on YouTube.
  • YouTube can be a good way to expand your business and reach a wider audience.
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Video Production Process

  • Matt creates a new piece of content per week.
  • He writes the script himself and has an editor.
  • He has a big cue, so the content he creates this week may not be published for a month or two.
  • He finds it difficult to outsource scripting because of his high standard of quality.
  • He needs a full script because he is introverted.
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Learning to Make Videos

  • Matt is an introvert, but making videos is easy now because it's a one-way conversation.
  • The biggest challenge is writing every week, and a 10-minute video is like seven pages of content.
  • Writing a script for a video is more difficult than writing an article because the flow is different.
  • The title and thumbnail are important for keeping people engaged.
  • Open loops and storytelling are effective ways to keep people watching.
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Roberto Blake Consultation

  • Roberto Blake is a YouTuber in the YouTube Health space with over 500,000 subscribers.
  • Matt highly recommends getting a consultation with him for people who do YouTube.
  • It's the most impactful consultation Matt has ever done in his life.
  • Roberto Blake taught Matt a lot about video production.
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Scripting Videos

  • Matt fully scripts out his videos.
  • The only time he won't script is if it's an over-the-shoulder type of thing.
  • It's difficult to believe that some YouTubers only use bullet points, like Graham Stephan.
  • Writing a script for a video is not the same as writing an article.
  • The way an article flows is different than how a video flows, especially on YouTube.
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The Decline of Blogging

  • Many people no longer visit blogs regularly.
  • Content is created primarily for Google, not repeat visitors.
  • Blogging is trending down while platforms like YouTube and TikTok are trending up.
  • Creating video content is not as scalable as blogging.
  • Blog posts that used to do well now receive fewer social shares.
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The Influence of Becker and Others

  • Becker was a monumental figure in the early days of SEO.
  • He taught the importance of taking action and niching down for agencies.
  • People often repurpose others' methods as their own.
  • Becker is a master salesperson and can sell anything.
  • Other influencers have also had an impact on the industry.
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The Power of Asking for Things

  • Asking for things can generate more money than a blog.
  • Many people are timid about asking for things.
  • Asking for things can lead to good leads.
  • Asking for things is a skill that can be developed.
  • Asking for things is a way to generate income beyond a blog.
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The Future of SEO

  • SEO is constantly evolving.
  • There is always something new to learn.
  • SEO is a long-term game.
  • SEO requires patience and persistence.
  • SEO is a valuable skill to have in the digital age.
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Topic Generation and Idea Generation

  • It's not sustainable to come up with new ideas all the time.
  • It's a good 4 to 8 hours per week to generate new ideas.
  • It's okay to repeat the same content because not everyone watches every video.
  • It's sometimes difficult to repeat the same content because of the effort that went into it.
  • It's possible to make a new version of an old video with the same script.
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Daily Routine

  • Wake up and drink a glass of water with salt and lime to prep the digestive tract.
  • Take some supplements.
  • Do some meditation and yoga for about an hour.
  • Cycle for half an hour when the weather is good.
  • Work best right after waking up and then start to chill more towards the afternoon.
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Turning Off Work Mode

  • It's hard to turn off work mode because the brain is still spinning.
  • It's difficult to transition from high dopamine activities to chill mode.
  • It's hard to cut off work because it's enjoyable.
  • It's important to have a routine and shut off work at a certain time.
  • Compressing the work day can lead to better results.
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Conclusion

  • It's not sustainable to come up with new ideas all the time.
  • It's okay to repeat the same content because not everyone watches every video.
  • It's important to have a routine and shut off work at a certain time.
  • Compressing the work day can lead to better results.
  • It's hard to turn off work mode because the brain is still spinning.

Watch the video on YouTube:
Matt Diggity is Building an SEO Empire (Tell-All Interview) - YouTube

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