Matt Diamante's Get Found provides a practical roadmap for small business owners to improve their local online visibility, focusing on essential actions like optimizing Google Business Profiles, managing citations, and earning customer reviews.
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Chapter 1: Introduction
Key concepts: Introduction
1. Introduction
SEO as a Transformative Business Tool
SEO is a learnable skill for building a 24/7 online presence
Drives real business growth through more visitors, leads, and customers
Demystifies complex ideas into actionable steps for all skill levels
Based on proven impact with over 30,000 students and clients
Proof of Concept: The Ahmed Case Study
Doctor in Dubai grew website from 0 to 8,000+ monthly visitors
Achieved results using free resources and consistent application
Ranked for crucial local keywords without large financial investment
Demonstrates self-taught SEO can yield dramatic, tangible results
Target Audience & Required Mindset
For entrepreneurs needing to wear the marketing hat
For employees aiming to sharpen skills for career advancement
SEO is a long-term strategy requiring patience and consistency
Sustainable growth often requires 12+ month commitment
Critical Marketing Lesson from COVID-19
Cutting marketing during tough times is a critical error
Businesses that maintained/accelerated SEO doubled revenue
SEO provides predictable growth and competitive advantage
Marketing should be the last expense cut, not the first
Demystifying SEO Approach
Industry often complicates SEO to create dependency
Good SEO requires clarity understandable to a 12-year-old
Book presents SEO as a friendly conversation, not technical manual
Focuses on answering fundamental business owner questions
SEO Definition & Analogy
Optimizing website to rank higher in search engine results
Modern digital equivalent of the Yellow Pages
Like using 'AAA' in business name to get listed first
Learning how search engines list websites to beat competition
Core Reasons to Invest in SEO
Google acts as matchmaker connecting searchers with solutions
Searches indicate high purchase intent and readiness to act
Levels playing field for businesses without large ad budgets
High rankings build organic trust and credibility
Three Pillars of Website SEO
On-Page SEO: Elements fully controlled on website (content, tags)
Off-Page SEO: External signals influenced but not controlled (backlinks)
Technical SEO: Behind-the-scenes website health and performance
Framework provides manageable approach to comprehensive SEO
Chapter 2: Prologue
Key concepts: Prologue
2. Prologue
The Garbage Bin That Sparked a Career
Author spotted a dumpster rental company with no online presence
Moment of curiosity sparked first venture into web design and SEO
Driven by financial need and desire to apply marketing skills immediately
Turning a Cold Call into a Client
Made hesitant cold call with straightforward pitch about missing website
Initially faced rejection but secured client weeks later through family connection
Personal connection provided built-in trust but also pressure to deliver
Learning Through Rookie Mistakes
Quoted $500 without understanding project scope or requirements
Clients had no materials ready—no photos, diagrams, or content
Promised delivery in one week with only basic on-page SEO knowledge
The Power of Basic On-Page SEO
Created website from scratch using blurry photos and self-written content
Focused on optimizing every element for search engines
Results were dramatic: business grew from 11 bins to over 100 bins
$500 fee proved life-changing for client despite author's minimal compensation
A Lesson in Humble Beginnings
Watching client's phone line constantly busy demonstrated tangible impact of SEO
Success fueled confidence to pursue SEO as a career
Highlighted how small actions can lead to outsized outcomes
Key Takeaways from the Experience
On-page SEO is a game-changer for business growth
Opportunities are everywhere for those who stay curious and proactive
Start before you're ready—action leads to real-world learning
Value delivered often outweighs immediate compensation
Trust and relationships open doors but performance sustains them
Chapter 3: 1. Introduction to On-Page SEO
Key concepts: 1. Introduction to On-Page SEO
3. 1. Introduction to On-Page SEO
The Core Purpose of On-Page SEO
Acts as the essential bridge between your business and your potential audience
Uses your website's content as raw material for algorithms to analyze context, relevance, and quality
Represents the indispensable starting point that provides substance for all other SEO factors
Encompasses all website elements you directly control (text, images, links)
Understanding the Algorithm's Goal
All platforms share the underlying motive of user retention
Search engines succeed by satisfying user intent and sending them away to the best answer efficiently
Google's longevity depends on providing the most relevant, high-quality results
Strategic alignment requires creating content that serves as the best answer to user queries
Content is Necessary, But Not Sufficient
Creating excellent, relevant content is the non-negotiable foundation for ranking
Quality content alone does not guarantee the top position in search results
Meticulous optimization of all individual on-page elements is required for maximum effectiveness
Sets the stage for detailed exploration of specific optimization techniques in subsequent chapters
Key Principles of On-Page SEO
On-page SEO is the most critical and impactful component of any SEO strategy
Your content serves as primary signals to communicate with search engines
Without this foundation, ranking for relevant searches is virtually impossible
Combines high-quality content with technical and strategic optimization of on-page elements
Chapter 4: 2. Content
Key concepts: 2. Content
4. 2. Content
Foundations of Quality Content
Content is the foundational material of every website (words, images, videos, links)
Quality is measured by usefulness and completeness in solving problems
Modern benchmark is Google's E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness)
Helpful content incorporates personal experience and is easy to understand/skim
Topical mapping creates comprehensive coverage through linked dedicated articles
Blogging as Business Transformation
Blogs have evolved into primary digital marketing engines
Case study: Marcus Sheridan saved River Pools and Spas by blogging answers to customer questions
Case study: Amy's flower shop doubled revenue through strategic keyword-targeted blogging
Blogging builds topical authority that boosts rankings of commercial pages
Consistent helpful content attracts targeted traffic and transforms revenue
Content Creation Best Practices
No magic word count - aim to be slightly more helpful than current #1 ranking
Simplify complex ideas using clear, everyday language
"It's dumb not to dumb it down" - expand audience through accessibility
Use readability tools like Flesch Reading Ease score
Target middle-school reading level for maximum understanding
Responsible AI Integration
AI tools are assistants, not replacements for human expertise
AI-generated articles from scratch lack unique E-E-A-T alignment
