Neil Patel: Full Analysis Of His Online Summit (2021)

Neil Patel

Table of contents

 1. Neil Patel 2020 Summit

    1.1. Who is Neil Patel?

    1.2. Content Marketing is Going Omni-Channel

        1.2.1. How are Companies Generating an ROI from their content?

    1.3. User Metrics are the Key to Beating Google 

        1.3.1. 10 Hacks from Clickflow 

    1.4. What's Old is New Again 

        1.4.1. How to Modify Old Content 

    1.5. Focus on Branding 

        1.5.1. How to Build a Brand

    1.6. CDN is Your New Best Friend 

    1.7. Slow and Steady Wins the Race

    1.8. Think Like a Winner

 2. Successful Case Studies from Brands Working With Neil Patel 

    2.1. Western Union: Muriel Lotto 

        2.1.1. Who is Muriel Lotto? 

        2.1.2. How to Digitize a 170-year-old Brand

    2.2. Adobe XD: Becky Ruden 

        2.2.1. Who is Becky Ruden? 

        2.2.2. How Content Marketing and SEO Brought Success

    2.3. Mayvenn: Candice Basmajian 

        2.3.1 Who is Candice Basmajian? 

        2.3.2. How a Strong Brand Mission Guided Them Through the Pandemic

 3. Q&A Session with Neil Patel 

    3.1. The Most Popular Questions for Neil 

        3.1.1. What's the most effective way to drive traffic to your site when you first launch?

        3.1.2. What's your number 1 focus as you scale your business?

        3.1.3. For a solopreneur with no team, what's the best first step?

        3.1.4. How do I approach SEO as a reseller of products, not the brand?

        3.1.5. Does linking to authority sites increase the value of our blog content?  

 4. That's a Wrap 

1. Neil Patel 2020 Summit

I had the privilege of attending Neil Patel’s “The Future of SEO” virtual summit on October 22, 2020. 


In this article, I’ll break down the summit, from Neil’s opening speech to his 3 guest speakers’ presentations


I’ll also reveal some of the key questions posed during the Q&A session, along with Neil’s responses. 


Before delving into his presentation, Neil Patel started off by introducing himself to us in a friendly and humble manner.


He gave us a rundown of some of his achievements, including being named a Top 100 Entrepreneur under 30 by President Obama.


Using an icebreaker to get the audience going, his down-to-earth, fun-loving nature was one of the first things that piqued my interest. 


Now, you might be wondering who exactly is Neil Patel?

1.1. Who is Neil Patel?

Great benefits!

Neil Patel is a digital marketing expert, entrepreneur, and author


He’s co-founded several companies, including Neil Patel Digital, CrazyEgg, and Hello Bar.  


Neil started learning the ins and outs of digital marketing at only 16 years old, and now has a staggering net worth of $30 million


He’s worked with companies like Viacom, Google, Facebook, and NBC and has helped countless others to grow their revenue.  


Patel has a passion for teaching and is always eager to educate business owners and marketers on how to go about it. 


Neil’s life isn’t all SEO and marketing though. He’s a family man and has a wife and daughter. 


During the webinar, he mentioned that he and his wife plan to start an initiative to give back to the community, reminding us that giving your time can be just as valuable as giving financially


Neil’s passion for his career shone as he spoke, and he dropped some SEO gems. Let’s get into the tips and hacks he provided. 

1.2. Content Marketing is Going Omni-Channel

Neil’s first topic focused on marketing across different platforms


He compared the conversion rate his company gets from each channel and found that Google Ads bring in the most conversions, followed by Facebook Ads. 


Next was SEO content or blogs and lastly, social media. 


Neil said that their biggest traffic gains have come from translations on their site, and by updating their content (which he shows us how to do later). 

1.2.1. How are Companies Generating an ROI from their content?

A return on investment (ROI) is the revenue or profit from marketing strategies


Calculating your ROI means that you can see how much of an impact marketing strategies have on your revenue. 


Neil says the best way to generate an ROI is by writing blogs, remarketing via ads, and then sending them to your product or service page. 


His company has seen a rapid increase in their ROI by doing this, and Neil tells us that it’s imperative to go omnichannel


A great benefit of going omnichannel is that you can repurpose your content


After publishing on his blog, a few days later he re-posts on LinkedIn and other platforms, which creates more publicity. 

 publicity

1.3. User Metrics are the Key to Beating Google 

User signal is extremely important. 


Neil provided an example of an entrepreneur who did an experiment that showed just how big of an impact user signal has. 


Rand Fishkin, a fellow entrepreneur, tweeted to his followers to search for something on Google, telling them exactly what to enter into the search bar. 


He said they should then click on the first result, go back and click on the fourth result, which was his site. 


Within an hour, Google noticed the amount of traffic to this site and moved it to the first result.


Days later, it was the second result, so even though it dropped from the first spot, it remained higher up. 


Rand has a tonne of Twitter followers so it was definitely possible. But what about those of us who don’t have as big a following? 


Neil provided some hacks from Clickflow that aim to give a higher click-through rate (CTR)

1.3.1. 10 Hacks from Clickflow 

1. Questions in the title have a 14.1% higher CTR.

2. 8.6% higher CTR for titles with 15-40 characters (Neil recommends between
       30-40 characters).

3. 45% increase in CTR when the exact query is in URL.  

4. Power words (like best or amazing) increase CTR by 13.9%.

5. Titles including emotions involved increased CTR by 7.3%.

6. 5.8% higher CTR if you have a meta description. 

7. Titles including years have a 4.9% higher CTR. 

8. Evoking curiosity increases CTR by 5.9%. 

9. Titles resembling education have a 10.4% CTR. 

10. You’re more likely to be successful if you promote paid ads.   

From these tips alone, Neil says that his company sees roughly an 18% increase per year


It doesn’t happen overnight though, so patience is key. It takes roughly 30 days to see changes. 

1.4. What’s Old is New Again 

Old content isn’t getting that much traffic. 


Neil stated that for every new article he writes, his team updates 21 old content pieces


He’s seen a remarkable increase in traffic from doing this. 


But how do you know what’s old? 


Using Google Search Console, the date range can compare your traffic from previous dates to today, and you can see which pages gave you the most traffic. 


Then, look for posts that have lost traffic, Google posts similar to yours, and compare them. See what they’re doing or not doing and then edit your article to improve it

1.4.1. How to Modify Old Content 

Update anything outdated based on what you find in the Google Search Console. Make sure you’re creating content better than your competitors’. 

Update the “published by” date

When writing, think about the user experience and not just the word count. Include images, gifs, videos, and make it an enjoyable experience.

If you have to update your URL, do a 301 redirect to the new one, and then resubmit it via the Google Search Console. Neil advises that you don’t update URLs unless you have to. 

1.5. Focus on Branding 

By building his brand, Neil Patel got 160 000 clicks on Google Searches per month! 


He ran a social media campaign, “Who is Neil Patel?” to promote his brand. 

Who is Neil Patel?

He worked with celebrities and influencers all over the world who promoted this campaign on their social media. 


This was an excellent way to get his name out there and build his brand. 

1.5.1. How to Build a Brand

“The key to building a brand is following the rule of 7.” - Neil Patel.


When someone sees your brand 7 times, they’re more likely to remember it


Suggestions to increase brand awareness:

Host virtual events

➢ Go live on streaming platforms

➢ Have a podcast

➢ Blog content 

➢ Work with influencers 

➢ Push notifications

➢ Email marketing 

Engaging and interacting with your audience is necessary for building your brand. 

1.6. CDN is Your New Best Friend 

A Content Delivery Network (CDN) aims to improve the speed of a web page


If you have a delayed load time, revenue and rankings will decrease percentage-wise. 


Neil’s company used a CDN to host their entire site, and their rankings improved substantially. 


He advises you to use a CDN to see an increase in load time and rankings

1.7. Slow and Steady Wins the Race

You don’t need to build or buy tonnes of links. In this case, Neil says it’s quality over quantity


Take your time, build fewer, but relevant links with higher quality content


Don’t increase the rate you build links at. 


Be patient, it takes about 6 months for links to take effect.  


Neil uses this strategy and sees huge ranking increases.

1.8. Think Like a Winner

Neil’s biggest tip here is to invest in mentorship


He makes it clear that you don’t have to spend any money to invest in mentorships. 


You can listen to podcasts and interviews, read blogs, and watch videos from people you admire, and even your competitors. 


He also advises to keep testing SEO methods and keep learning. 

Onward to victory

2. Successful Case Studies from Brands Working With Neil Patel 

2.1. Western Union: Muriel Lotto 

Western Union logo

Western Union is one of the oldest most well-known money transfer companies around


They operate in 224 countries and transact in 130 currencies. 


However, they’ve been challenged by the digital world as they’ve always used traditional methods. 


Muriel Lotto tells us how Western Union is changing to adopt digital methods. 

2.1.1. Who is Muriel Lotto? 

Muriel Lotto

The first guest speaker, Muriel Lotto, is the Global Head of Brand and Marketing Strategy for Western Union


Five years ago Muriel began the task of adopting new methods that aim to digitize Western Union. 

2.1.2. How to Digitize a 170-year-old Brand

Traditionally, Western Union focused on the cash-to-cash method


The sender would send cash via a Western Union branch in person, and the receiver would collect that cash on the other side of the world. 


Gradually, people have been moving to the account-to-account method, sending money directly from one account to another via an app or website. 


Western Union dominated the cash-to-cash market, but sadly, the method is dying out. 


Muriel notes that as a brand, they were always famous for cash-to-cash and their challenge now is becoming just as famous for account-to-account. 


She also states that their competitors, like PayPal and TransferWise, have the advantage of being known for digital money transfers. 


But Western Union has the advantage of being well trusted because of their historical run. 


So, what are they doing to adapt? 


❖ Neil Patel Digital (NPD) has partnered with Western Union to help them with their marketing strategies and SEO management


They are working on:

Site indexation 

➢ Site speed

➢ Content

➢ Link building 

➢ Meta

❖ Encouraging people to download their app or go to their website to carry out their transfers via these methods. 


❖ Creating an “in-store experience” with a digital mindset: 

For those who still want to do a transfer at a store, the app allows you to find an agent and store near you


With the new cash-to-cash method, you can do most of the transfer process online by filling in all the information on the app, then going to a store and handing over the cash.

❖ Managing the entire membership and loyalty program online.


❖ Using social media and bots to digitize customer care


❖ Focusing on advertising to ensure that they come across as a relevant and modern brand. 


Muriel tells us that to successfully digitize a brand, you need to define how you want to run the business and focus on the mindset and behaviors of consumers, not just strategies


She also mentions that you shouldn’t lose who you are as a brand. 


Don’t lose your purpose and values, but rather find a modern way to express them. 


Western Union has seen the digital aspect of their business grow exponentially during the pandemic, and they’re well on their way to digitizing the brand successfully.

2.2. Adobe XD: Becky Ruden 

Adobe XD logo

Adobe XD logo

Adobe XD is an Adobe extension specifically for designers who create websites and apps. 


Their challenge was that they weren’t well known and had low brand awareness


They also had a lot of competition, and their content was scattered. 


So their main goals were to: 

  • Increase brand awareness
  • Drive conversation through their content
  • Become an indispensable resource: Provide the highest possible quality 
  • Drive higher quality product downloads

Becky Ruden walks us through the development of XD Ideas, a project with Neil Patel Digital (NPD) to refresh content, with a focus on SEO.  

2.2.1. Who is Becky Ruden? 

Becky Ruden

Becky Ruden

The second guest speaker, Becky Ruden, is the Principal Product Manager at Adobe XD


She has been with the brand for over a year, first in Content Marketing Strategy, and then as a Principal Product Manager, her current position. 

2.2.2. How Content Marketing and SEO Brought Success

After establishing their challenges and goals as a brand, Becky jumped straight into the solutions. 

  • Working with NPD and web designers, their first step was to create a website for XD Ideas
  • Then, NPD conducted extensive in-depth research including keyword and content analysis research.
  • Their next step was to integrate an execution plan. They implemented SEO and marketing strategies. 

The result of NPD’s strategies brought in 29.6K downloads, $12 million in potential revenue, and over 1 million site visitors in under a year


NPD helped Adobe XD to achieve this with almost no marketing budget.


What was their formula for success? 

  • They refreshed content that had potential (remember, Neil showed us how to do this earlier), wrote new content, and then chose the pieces relevant for their website. 
  • They implemented a precise Digital PR program and the PR team looked for publishing opportunities outside of their site. 
  • They focused on internal linking. Every month, the SEO team looks at how they can use internal linking to get better results. 
  • Quick implementation. The more they published, the more traffic was received and as a result, higher keyword ranking. 

This formula resulted in SEO success for the brand and Becky tells us that they were very appreciative of NPD’s assistance. 

2.3. Mayvenn: Candice Basmajian 

Mayvenn logo

Mayvenn logo

Mayvenn is the first end-to-end digital salon


They focus on African-American hair types, providing hair products, and salon services. 


Candice Basmajian tells us about how the COVID-19 pandemic impacted their stylists, and the initiative they took to give back to their community. 

2.3.1 Who is Candice Basmajian? 

Candice Basmajian

Candice Basmajian

The third and final guest speaker, Candice Basmajian, is the Director of Brand Marketing at Mayvenn. 


She’s been with the company for 5 years working in the marketing field and explains how marketing and SEO helped Mayvenn during a hard time. 

2.3.2. How a Strong Brand Mission Guided Them Through the Pandemic

The pandemic resulted in Mayvenn’s stylists losing out on work, as well as their products not being sold. 


Most of their stylists couldn’t qualify for unemployment grants as they’re often classified as independent contractors or freelancers. 


Candice tells us that the company focused on what they could do to help their stylists, instead of focusing on the negative impact the situation had on their business. 


Their goal was to raise $1.25 million to be able to send their stylists $500 each, which would be the first relief money some would receive. 


This is how they did it:

 

➔ They created a movement

  • They launched a #SaveTheSalon campaign on GoFundMe. 
  • The hashtag made it easy to share and find on social media. 
  • They reached out to some of their stylists to tell their stories about how the pandemic has affected them. 
  • They created a video to put faces and voices to the campaign.
  • CEO Diishan Imira spoke about how the pandemic affected hairstylists and included snippets of different stylists telling their story. 
  • Their donors pledged to donate $10 for every $1 that came in
  • They received pledges and donations from Jack Dorsey and other big foundations and celebrities. 
  • Mayvenn donated $100 000. 

➔ Once they’d met their goal, they sent $500 to 2,500 stylists via Mayvenn’s digital InstaPay system

  • Stylists sent in thank you videos once they received their money. 

Appointment bookings have since increased due to the lifting of restrictions, but things are not up and running 100% just yet, and they won’t be until the pandemic is over, but thankfully they have a starting point. 


Candice gave us some of the key takeaways from this situation: 

  • Use your network to connect with investors and others. 
  • Focus on your core mission
  • Try to solve issues for your customers and community before your business goals. 
  • PR and social media campaigns help lay the foundation for bigger opportunities. 
  • Connect with your community regularly. 

Mayvenn has been able to tell their stylists’ stories utilizing the press, social media, and PR. 


Putting faces and voices to the campaign helped them to evoke emotional responses. 


This is what ultimately brought in the donations they needed to help their hairstylist community.

3. Q&A Session with Neil Patel 

Neil Patel

The last session of the summit gave attendees the opportunity to ask Neil questions regarding SEO and marketing. 

3.1. The Most Popular Questions for Neil 

I’ve picked the questions that had the most votes from other attendees and the most helpful answers for people across the board

3.1.1. What’s the most effective way to drive traffic to your site when you first launch?

Neil said that he usually creates content by looking at what’s out there and writers better versions than competitors


He then publishes the content and shares it on all social profiles, messaging individuals directly to ask them to share his content. 


He also emails every person he’s linked to and asks them to share the article.  

3.1.2. What’s your number 1 focus as you scale your business?

Neil: “Always team. I believe it’s the team that builds the company, not money, not ideas, the team.”  


He goes on to say that even with all the ideas in the world, it’s a struggle to execute them without a good team. 

3.1.3. For a solopreneur with no team, what’s the best first step?

Neil responded that if you need the money, do ads first. 


If you can, focus on SEO first because it produces a higher ROI in the long run. But you need to be patient to go down this route. 

3.1.4. How do I approach SEO as a reseller of products, not the brand?

Neil said that you should write articles that will drive traffic to your site and bring in sales


If you’re selling a product, write an article comparing an older version with a newer version of that product. 


Articles like these will encourage sales for your product. 

3.1.5. Does linking to authority sites increase the value of our blog content?  

Neil: “No. That’s a big misconception.” 


He tells us that you should only use links when it’s relevant for the user


Don’t do it to try to get a higher ranking on Google, link when it provides a better experience and put users first. 


4. That’s a Wrap 

Neil Patel’s summit was enlightening and incredibly beneficial. 


He gave us intel on how to optimize conversions through SEO and marketing, by using examples from his own company and experiences. 


The guest speakers gave us case studies that proved how important marketing and SEO are to get results. 


The main takeaways from this review are: 

  • Refresh old content 
  • Follow the 10 hacks to get a higher CTR 
  • Market across all channels 
  • Be patient 
  • Content, content, content! 

Use these helpful tips from Neil and go out there and win! 

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