Inside a Real Client Strategy Session

Today we’re here with JJ from Massage Fit. He is one of the top massage therapists in Dallas. He’s a great company for it and funny enough he was actually one of our first clients. And so he’s been there from the beginning, would love to introduce him, you know, shout out his business. But more importantly, we built his website a long time ago and we want to actually grow it from an SEO and AEO perspective. So SEO, growing, you know, someone were to search up best massage therapy company in Dallas on Google and on ChatGPT that he would rank for that. So yeah, without further ado.

What’s up, you know, I’m JJ, founder of Massage Fit here in Dallas, Texas. We’re a small company that really cares about their people. So we’re growing slowly, but very methodically and very intentionally. We help people from everyday go -getters to professional athletes, professional football players, and most of the UFC fighters that are here in Dallas, Texas. So we’ve got your back. And so what’s different for today than a traditional workshop is we’re going to go through all the questions on what we need to know for like SEO AEO to get them in the right spot. But also we’re going to enjoy some cigars. We’ve got some food.

We’re going to go work out after this at Manifest. It’s going to go work out and it’ll be a fun day. But yeah. So first, I think it would just be helpful to talk about, you know, as with any client, like, why did you get into this? Like, how, you know, why did you start this business? And really, why do you want to grow it in the first place, right? I mean, essentially what I’ve always dreamt of when I was 17, going to massage school, massage fit was already in my mind. I wish I would still kept the paper where I wrote massage fit. Because here we are 17 years later.

But but I’ve always knew that it was two sides of the coin for recovery, where you have the recovery part massage and then you have the fitness part of it too. And it doesn’t mean that this is the goat. This is where you grind and beat yourself up. No, this should be methodically just like recovery. Recovery shouldn’t just kick your ass completely. A lot of times it does, but the goal is to get you into this maintenance phase. You know, we see a ton of massage therapists coming through it. And, you know, they do it themselves a great lifestyle, but you really turn it into a true business and have a great team.

And also shout out JJ, because when I first started, again, I mentioned it was one of my first clients. I was just DMing people. I think it was Instagram, right? Just spam DMing people. Hey, you know, I don’t know what I’m doing, but like I really would love to work with someone and JJ took a chance on me. And so I really appreciate that, you know, you want to go of course. It’s energy too. And I’m like, man, this is a cold message, but there was something. There’s something, you know, and I was just like, it felt genuine. They didn’t feel like it was a copy and paste.

And then I was like, man, we crossed paths for a reason. Let’s just bring them in and let’s let’s fill it out. And from the get go, you were like, you know, help you out. And I saw some things already that I saw in myself where you wanted to help as many people as possible. You kind of you were under shooting, man. And I told you that from the beginning before you know it, you’re going to scale faster than I had to promise to do that. And then you did it because I knew that your talent, your efforts and your desire to really be detail oriented and capture the soul of what people wanted was amazing.

I didn’t tell you anything. I mean, I told you just kind of what I’m talking about now. And you went online. You went to my Google, you didn’t give you no links, anything. You found all the pictures, all the information. And within a week, you had a website, a beautiful website built out. And for me, that was fucking gold. I was just like, not just for me, but I’m like, this dude’s got, he’s got it. You know, whatever that magic is, you got it. And that’s all just stop shooting here. Like you have to go this way. And then before you knew it within a year, you were getting this finance, you were getting people paying you $5 ,000 and up for websites literally overnight.

And you hadn’t even finished college when we met, right? You were just finishing up. And for me, I saw that. And I’ve been mowing lawns since I was eight or 10 years old. I’m like, fuck, maybe I can’t be where I want to be now, but I can start working towards it. And that’s what you did, literally. So for me, it’s an honor. I learned as much as you did and appreciated and inspired me as much as I hope it did to you. And I don’t know how I could follow up on that. I’m just going to be honest. But yeah, I mean, I agree.

Just to reiterate, the whole goal is that when people search up your company, your services, anything you want to rank for, like we’re bringing business on Google, organically, you know, traditional Bing, all search algorithms, and then all search activity, clod, that’s more AEO side. You want to make sure you get to the top of those results. Because that brings in a ton of business, you know, millions of people searching in the city every single day, every single week, want to make sure you’re at the top. So I guess my first question would be, if your ideal client was going to charge you, let’s say, and they were searching things up, what would you want to rank for?

It would be like some example searches. That’s right. Whether you’re a construction worker that pulled his bag because you’re taking this big -ass machine up the ramp and you tweak yourself. Or just people that sit in front of the desk all day and was like, man, how do I get my shoulders to stop hurting so much, they could literally pull up on that? Or Jim Rats, just an example, like, oh, my shoulder, my left shoulder, that’s the one on the top of my left shoulder hurts every time I bench press now. Or my elbows, I can’t do preacher curls anymore. Those are all pain points that we find solutions to.

And those are the kind of questions they would ask. We’re like, hey, I got a big marathon coming up. How can I push that edge to the top people that are on that top 5 % that are competing in national level or even worldwide level sports, like bodybuilders, UFC fighters, professional football players? They’re like, how can I take that edge? How do the other people that have made it to the top? And a lot of it is those things. Yeah, because a lot of our work is working backwards from what searches already exists, what’s the difficulty of them, right? Because top massage therapists, let’s say, could be like, could get a million searches, but also might be a 10 and a 10 difficulty.

So I think key words would be like deep tissue massage, cupping therapy, scraping therapy. I think we talked about this a lot, too, about like, simplifying things, like getting to people’s level. You don’t want to say, oh, this is an item, you know, the whole method of how you actually do it. They’re not going to know what that is. What is IASTM, right? So they know scraping. They know cupping. They know what are those marks on somebody’s back? Well, these athletes back. That’s a fucking simple question. What does cupping actually do? Those would be easily FAQ questions we can answer. So I think for creating content that captures those searches, I view it in three different ways, like based on what we’re talking about.

So there’s like the guides, almost like, so like example would be, we can call it something else, but the example would be, you know, I’m a UFC athlete, my shoulder hurts, what can I do before a fight? You know, like that kind of stuff. And it would be like, well, you could do XYZ, also you can come in and see Massage Fit at the end. It would be a page on the website. So I think that’s kind of one category. The other would be services, so like you can list like all the different things you offer. So like lymphatic drainage, talking about that. The other aspect would probably be locations.

So like from an example of like best massage therapist in the design district, you can go as simple as that, or it can do like Dallas Fort Worth, we can kind of zone in and make pages for that. So I think those probably the three different aspects are like frameworks to look through for how we’re creating the content. There is a certain price to us, right? So not everybody, some people are going to have to go to Massagen and be familiar. Yeah, I was gonna say, you’re going for the high end of the market, UFC athletes, high rollers, things like that. And it tends to also take sports a little more seriously for their kids, right?

Like I was in Frisco for 10 years and I saw it blow up, but that was the biggest thing. It was really incredible to be able to see these parents like, fuck, you know, hurt my back. I want to make sure my kid doesn’t go through that. Or I’m all jacked up because I played football at college and my fingers are all twisted and my shoulder got dislocated 10 times. How do I prevent my kid from going through that? And then now those kids, as soon as they finish college, they come see me, like, man, my parents used to buy me misages every month. Now that I got a job, I want to get back to it.

And that that’s, yeah, but yeah. No, that makes complete sense. So I think on the location side, also because it’s a local business we’re here based in Dallas, Fort Worth. And like, you have the mobile service launching, so I know you travel a bit within the Metroplex. But I think we probably target on like the different, I have to research, but the different cities within Dallas. So like, I think best misages there because in Frisco, make a page for that in this area in Highland Park. I think that would be a really cool strategy. And that’s cool. And I think, you know, you inspired me a lot too.

You helped your buddy, we’re all his construction business from his mom’s couch, man. But that’s modern business, you know? So for me, that was a seed that was transferred to me too, right, where I was just like, okay, like maybe I don’t have the funds for having five different actual brick and mortar locations. But what can I do now? And for me, it makes so much more sense to use AI, to use everything that you know too to be able to shoot out to all of DFW. And instead of having one or two rooms where I can only have two appointments at 6 p .m., I could have 20 to 30 people working at 6 p .m.

And that just made more sense. And once that starts flowing, who knows, I might not want a brick and mortar. Maybe I just want an HQ, but I think the world is shifting. And if you’re not willing to take that risk, someone is gonna be on their mom’s couch doing it with no experience because they realize this is the market and you did it for me that first day. How many millions of people are in that market? From a services framework, how would you list out the different services that you want to be known for? Moving forward, I do want to change it up. We kind of have started a little bit on our website about having the essentials and stuff like that.

But like we were talking earlier, simplicity I think is king. I’m thinking about it from like a key words perspective, almost like lymphatic drainage, right? Plushing, lymphatic drainage, deep tissues, sports massage, cupping therapy, scraping therapy, myofascial release. What in your experience would be the best bet? How many services do you think we should focus on? I’ve narrowed it down to like three now, but should we have a FAQ or should we have a blog or should we do both? That’s a great question. So I think there’s two ways to look at it. There’s like the user experience side of my, the answer, which is like, okay, you know, having, you don’t want to have a million services on there to confuse the user.

And that user experience would be difficult to go through, right? You have to click through so many different things. There’s also the SEO side of the question, which is, you know, Google for the most part ranks you higher if you have more quality content that people actually engage with. So if you had one service that people engage with as a page, right? Versus a thousand as an example. And all of those pages people click through, then Google would rank you higher for the second part, right? But so you have to kind of make a trade off whether you want to focus on the user experience and then whether you want to rank for certain things.

So there’s like a whole strategy that goes into it personally. I think you should list as many services that actually fit and then find a good way to group them together. So like you might do lymphatic drainage, but maybe that’s bundled under sports massage or whatever. And so I think there’s, I think first we would start with what are all the different services to get the whole list together. And then let’s put it together as, okay, how can we bundle this together so that they use your experiences like as you’re out of town? This is the other question too. Should we have it under one page or should we do the studios have their own page?

For this particular use case, I think having one website is definitely better. There are scenarios in where like if the companies are distinct, you know like we have one client right now it’s a manufacturing company and they had technically two different businesses. They had the main website and then one of their businesses was like a sub page on their main website. And they said, should we keep it there or should we separate it? For that particular use case you should separate it because they’re different businesses. And there’s benefits to that, we can go into that. But I think for your use case, I think keeping it on one website would be easier because they are the same business and they’re in the way that they’re gonna go through the funnel is they’re gonna decide, do they want it in person, like going to one of your locations or do they want to do mobile?

But those are still the same user experience. So I would say I’d vote, keep it on one side. What kind of data can you give me to know that you’re actually working, but not just skin, but because I get that a lot too. I was just talking to a guy that poured concrete that put it on your driveway. He’s telling me how somebody charged him $3 ,000 to get him ranked up on Google and blah, blah, blah. This guy doesn’t know anything. But he got, I mean, they didn’t do anything for him. But like, how do you prove that? How do you prove, hey, this is what I’m doing for you.

I’m not just doing this thing and putting it on cloud and then having it run for you. What kind of metrics do you actually look for on like, okay, is this working and what’s not working? Do you have a process on how that works? He’s like, all right, well, let’s just throw everything out here that seems to work for you and then find the pin points. How do you balance that? Definitely important because there are a ton of SEO agencies who will say they’re doing something but provide no metrics on it. So there’s a bunch of ways to do it. The simplest, easiest way that you’ll find is Google Search Console, which is like Google’s free product which kind of measures your SEO as a website.

So let’s say you’re creating a page for them about lymphatic drainage, just like the one we keep talking about. If it’s ranking well organically and showing up in ChudgeDBT and Google, all these sort of things, you should see an increase in the amount of visitors that come directly to that page as time goes on, right? Because if you’re ranking organically for it, then they’re gonna click on it and visit the page. You should be able to, the tool will tell you, okay, this page is showing up in more searches, people are clicking on it, you’ll see those numbers rise over time. If you’re creating pages that no one interacts with or uses, then you’re inherently not doing well with SEO.

There’s other things too, a huge part of ranking as well as the technical performance, like is your site literally broken when Google’s gonna rank that as a zero? So you wanna get all those basics in place, but overall you should see an increase in the page activity, and not just for that one page, for all the pages you’re making for your whole site, you should see your activity increase over time. So that would look like month one, you have 1 ,000 visitors a month, month 12, you have 20 ,000 visitors a month and you can see that they’re going to all those different pages. What is actually gonna change on the website?

Cause we say all these fancy words and people are like, okay, but how does that actually change? How is that gonna change my website? There’s reorganizing the content that is there, right? So making sure that like the keywords, but the words on the page, the images, all of that is set up well with like technical performance. So like easy example is like every image stuff some alt text to it. So like, you can just look in the back end and see that things are working from a technical perspective. There’s also the aspect that’s okay, we need to create all these new pages to capture these searches.

Cause I think I did the research right now, your site is about 18 pages or so, which is thin for the goals that we have. So we’ll continue to build out more pages. One page can be an example, bring back lymphatic drainage. This is, if you’re curious about lymphatic drainage, just as everything you need to know, it can be like a guide that we post that eventually as you give it time, make sure that we set it up right, what sort of to get more traffic in from that. So setting up all those key pages and then every month, every week, we monitor it, see how things are going and then from there, every quarter or so, we kind of evaluate, is the strategy working?

It takes time, but usually by every quarter you can kind of see how things are working. And so you know it’s working based off of, okay, they clicked on this blog or they clicked on the service and then they click the book now button. Is that how you, or how do we know that it actually transferred into actual business? To attribution, just kind of your question. So how do you know if like, you might be knowing that the pages are getting more interactions, but how do you know if it’s actually converting to business? Usually you should be able to follow that journey of, okay, that same IP address, that same person and using Microsoft Clarity even see the recordings literally if they went through the page, they read through it, they clicked the button and then they showed up in your CRM as a customer, right?

So you should be able to watch that journey through. Attribution, it’s kind of a whole other conversation, it’s, you know, there’s a whole science to that as well. So what is attribution actually? Oh, sorry, yeah, like attribution is like, I could see that this person came to, through our Google ads, through our SEO, they were a user that went to Google search stuff, like room -fatted drainage, bought a package with us and then we could attribute that sale like through this process. So attribution is literally saying, okay, how do we understand, how people are going through the funnel, how do we, I’m not trying to use attribute to describe attribute, but you know what I mean.

No, I didn’t get it, for sure. I made any sense. So yeah, there, essentially we’d want to see, overall we’d want to see a amount of bookings increase, at least at the very least, like the inquiries of people interested in your service, your contact forms, we want to see all those numbers go up over time. Sure. All right guys, we’re gonna go, what are we doing? Oh, we’re going to the gym. We’re going to the gym, a little bit different than a traditional video, we’re just kind of making some business happen, we’re gonna go work out, never actually filmed a 4K workout for me, so I wouldn’t say I’m like the stellar fitness model, but bless the viewers, you know?

I haven’t trained in like 10 weeks, so we’ll see how it goes, it’ll be a good way to break it. But it’s also with training, man, things I would tell people all the time, is like it is actually building the resilient part of your brain, and the more hard things you do, the easier, you have to put yourself under stress, not just wait for life to give you the stress, but the more you practice being under stress, the better you’re gonna actually perform when it counts. So for me training, it could be the Jim Broke cliche, if you want to say, but it transcends into multiple ways.

Fuck you, let’s see how many. Max out on bench? Let’s see. I got 275 is my all -time high, so we’ll see what I got. Everyone’s different, I feel like if I don’t work out, I’m not gonna be doing my best, like I wake up every day with like so much energy, where I feel like if A, it calms me down, it allows me to focus, and business is such a strategy game too, that if you’re not in your best mindset, you’re not gonna be making the best decisions, like I think Jeff Bezos says, like he doesn’t even make hard decisions, if he doesn’t sleep eight hours a night.

Sounds ridiculous, but he’s like one of the world’s richest people, so you might know something. So I think for me, like working out is, it’s been the best thing I’ve ever done, and I’ve been doing it my whole business journey, so. So when you do hard shit, it makes other hard shit easier, but for me it was always the mental health, man, like how I feel about it, like I might feel like shit coming in, and I just have to keep reminding myself, remember how confident, how good you feel after you’re done. But it’s also like law of proximity, man, like you could be next to a billionaire, or a person just starting up, it reminds you of where you’ve been and where you’re going, and the fact that you’re not alone, because entrepreneurship and running your own business makes you, it’s a lonely path, because not everybody does it, and it’s hard to relate with others, but yet when you go into a place like this, where everybody’s just going hard, it makes you feel just like, all right, cool, I’m not competing against you, but it feels damn good knowing that I’m going to see you every day at 5 a .m., and you never know what comes out of that, too.

Yeah, I don’t know the stats on it anecdotally, I feel like every super rich person I know really cares about their health or always in shape, they might not be a bodybuilder, but they’re in good shape, they’re always doing cardio or their activity, so I feel like it’s, you know, if you want to do what the winning people are doing, it should probably work out, so. We are laying on the floor doing some bench, a little bit new. It’s called floor press. Floor press, as my people will tell you, but, yeah, it’s new. There we go. How you feeling? That’s the guard here. Feeling good, winter lock -in coming soon, you know?

I really truly believe giving back is the way you avoid greed. Like, there’s only so much thing that you can gain and gain and gain, but the way you get that fulfillment is getting back to people and being that lighthouse and you’re doing that shit. Obviously, light work though, no biggie, you know, done. But on a real note, like, I don’t know how people don’t work out, just because like, again, not like I’m a lifting feet -on or anything like that, but for the mental, it’s required, you know? I just, without this, I feel like I wouldn’t be able to make any good decisions, you know?

All you boys in the new Toronto wanna be me a little. All your exes knows what to be in the middle. Love it if I went away and didn’t say nothing else. Oh! Fuck! That’s lucky for that last one, boy, but I didn’t think I could get that motherfucker up there, but seriously, I’m just happy to be back, my boy. All right, everybody. Sorry for fucking swinging around, I didn’t get too excited. I’m really, bro. So today was different. You know, we loved doing live workshops with clients, but obviously getting the lift in was super fun, so had a great time and can’t wait to grow your site and see where everything goes from there.

Absolutely, man. Yeah. Amazing. And as always, if anyone is looking for web design, web maintenance, or SEO services, hit us up at our website, omissagency .com, and yeah, we’d love to help. David and Omis has been a crucial part of our growth. I promise you, from the beginning, he was able to work with us when we were just starting to expanding and continue expanding. I’m able to put all my ideas into one place, and he turns it into much more beautiful package that I could even imagine. So if you need somebody, he won’t regret working with Omis and David.