Behind The Scenes of Matt Diggity’s 7 Figure SEO Business

Ever wanted to get a behind the scenes look at a successful 7-figure SEO business?

In this episode, Daryl is joined by one of the biggest names in the SEO space – Matt Diggity.

Matt shares everything from his SEO processes, his team building processes, how he lives the life of a digital nomad, and everything else Diggity related – including some special news.

Matt drops some epic nuggets that you really can’t afford to miss if you want to build and scale up to Matt’s levels.

Watch it here:

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Struggling to scale your SEO business? Download Matt’s 6 Step Formula to Scale Your Business

How to contact Matt:

Topics Covered:

02:12 – Matt’s motivation

05:22 – How Matt’s team is setup these days

07:17 – How Matt uses SOPs

14:47 – The purpose of Diggity Marketing

18:26 – The right way of finding a mentor

20:20 – Common problems people face in business

21:47 – Talking SEO with Matt

28:26 – Sneaky SEO tips

30:54 – Talking about Matt’s lifestyle

40:04 – Advice for people who are starting out on how to rank


Daryl Rosser: Hey guys, Daryl Rosser here. I’m here in Chiang Mai, Thailand for the Chiang Mai SEO Conference, and I decided to kidnap some of the speakers and some of the attendees, drag them back to my apartment here and interview them just so you guys can get some exclusive content. So, let’s get straight into it. Enjoy.

Hey guys, Daryl Rosser here. Welcome back to another episode of the Lion Zeal show. I’m joined here today by Matt Diggity, and we’re discussing all things Diggity, really. We’re going through your SEO process. We’re going through your team-building process. We’re going through your lifestyle. We’re going through your special needs, which you’ll see inside the episode and just all things Diggity, really. So guys, check it out. It’s really epic. There’s a lot of good nuggets in here. I recommend you guys check it out and enjoy. Mr. Matt Diggity, thank you for joining me today. Man, it’s awesome to have you.

Matt Diggity: It’s my pleasure. Thank you for having me.

Daryl Rosser: So for anyone that doesn’t know you, which I’m guessing is getting smaller and smaller these days, especially with the big SEO conference. But for anyone who doesn’t know you, do you want to introduce yourself, like what it is you do?

Matt Diggity: Yeah, sure. My name is Matt Diggity. I own Diggity Marketing. Diggity Marketing is my blog. I also sell backlinks at Diggity Marketing. In addition to that, I have a JV affiliate company called LeadSpring, where we partner with existing affiliates and grow their affiliate sites to higher levels. I have an agency called Search Initiative, and recently releasing a product called The Lab with a bunch of friends of mine, and we’ll be teaching people SEO in that. And some other things going on, but yeah. Apparently, I’m a conference person now, too. I guess I throw events now.

Daryl Rosser: You did a great job on that, actually.

Matt Diggity: Thank you very much, it was a lot of hard work, but I think it paid off.

Daryl Rosser: Absolutely. So here’s my question. You have all this shit going on, how the heck do you do all of that?

Matt Diggity: A man is only as strong as his team I guess. I guess I hire the right people and got the right team backing me, but like we were just talking about before we started here, it’s just a matter of hunger. I just want it enough to where I keep pushing.

Daryl Rosser: Why?

Matt Diggity: Why? Yeah, that’s a good reason, what is the motivation? I actually left the states because I don’t have material motivation, really. Like, when I was working a corporate job, you know? I was getting paid a good salary, but for me, there was no payoff, I never bought the car, I never bought the Rolex. This is an H&M shirt, cost 15 bucks. Like it was never like that for me, so I disconnected from the states in that sense. But you know, what is it now? Partially it’s fear.

Daryl Rosser: Okay.

Matt Diggity: When I first got to Chiang Mai, I retired for six months and I went bat shit crazy, and I don’t want to experience that again. On top of that, I want to provide for the family that I’m just starting as of Friday, yeah.

Daryl Rosser: Do you want to share about that by the way? For anyone that doesn’t know, is that cool?

Matt Diggity: Yeah, yeah, yes. So at the end of the conference, I had a special announcement. That announcement was that I brought my girlfriend on stage unbeknownst to her, and I popped the question, and thankfully she said yes, or else it would’ve been pretty 

Daryl Rosser: She was shaky for a second?

Matt Diggity: Oh God.

Daryl Rosser: I can imagine, there was 500 people watching.

Matt Diggity: Ugh, but was it just me, but between the time that I asked the question and her answer, was that about five hours or so? Like dude, yeah.

Daryl Rosser: But congrats man.

Matt Diggity: Thanks man, thanks.

Daryl Rosser: Yeah, the whole conference was really awesome. You did a really good job on that.

Matt Diggity: Thank you, thank you, yeah.

Daryl Rosser: So what was the motivation for the conference specifically?

Matt Diggity: Right, okay, yeah, that’s a good question. Last year, as you know, we had the mastermind, so every year in Chiang Mai, we have this invitational mastermind, where we get a bunch of friends and high-performing SEOs together and we brainstorm and stuff like that, and the feedback from last year was, wow, we have so many great minds here, why don’t we have a presentation? Why doesn’t someone like you present, or someone like Charles, or anyone present? And so we can learn from one person at a time rather than in individual mastermind groups?

So, okay, yeah, that sounds like a good idea, let’s do that, and then one thing led to another and it was like okay, if we’re going to be presenting, why don’t we present to the public? Okay, let’s go ahead and do that. If we’re presenting to the public, why don’t we just do a conference? And this is where I didn’t know that, this is where I didn’t take things into consideration, and realise that a conference is pretty damn hard.

Daryl Rosser: Yeah.

Matt Diggity: But just kept saying yes, yes, yes, and bigger, bigger, bigger, and that’s how the conference ended up happening.

Daryl Rosser: That’s awesome. Do you think it’s worth it now? I’m curious.

Matt Diggity: It was a lot of hard work, and I’m really happy to be in somewhat more of a chill mode now. Is it worth the ROI for me? I’m not quite sure yet. The brand was strengthened I guess, but it was definitely worth it for me bring people together to experience what we get to share at the mastermind, absolutely, and creating a networking experience for people. So in that sense, yeah, I don’t even care if I make any money or not on the conference. That’s rewarding in and of itself.

Daryl Rosser: Yeah, it really is. I’m curious, you said that, I don’t remember the exact words, but like, a man is as good as his team or whatever. What is your team setup like these days?

Matt Diggity: Yeah, you know all my guys. So I typically don’t try to have direct contact with anymore than four or five people at a time, or I feel like I’m not able to support them as much as they need. So in each of my companies, I have maximum two direct contacts that I work with.

Daryl Rosser: Okay.

Matt Diggity: Yeah, do you find that’s the same for you? Like, I’m not sure you’re talking to all of your VAs at this point now?

Daryl Rosser: You can’t right? It’s too much.

Matt Diggity: Yeah.

Daryl Rosser: And also, my realization when I had VAs, you probably had the same thing, is that you hire a bunch of them, it just becomes like micromanagement rather than like, you’re not doing it yourself, but you’re just managing someone else that does it for you. Like, it didn’t really save me that much time.

Matt Diggity: Yeah. And ironically, I feel like at least having conversations with people from the last mastermind, that was one of the biggest themes last, middle management.

Daryl Rosser: Yeah.

Matt Diggity: I believe that everyone was kind of at the stage where I’m the general of my company, and here’s my forty privates, and no one had any sergeants or lieutenants in between, and we were all drowning in work, right? And it looks like it was alleviated this year, because I don’t see that topic coming up in this year’s mastermind.

Daryl Rosser: No, I think you’re right. The topic this year seemed to be SOPs. Did you notice that?

Matt Diggity: SOPs, big time. Just general business questions, like acquisitions, exits. I don’t know about you, but in my group, no one talked about SEO at all, at our SEO Mastermind.

Daryl Rosser: Tiny little bit, not much, yeah.

Matt Diggity: Just a little bit right? Yeah, yeah, yeah, interesting. Level up huh?

Daryl Rosser: Yeah, it was really cool. So SOPs, that’s one thing you’re pretty big on I think? Like you’re ranking process isn’t as simple as like, oh, just look at a site and just take it as it is. Like you have a process in it, right?

Matt Diggity: Mm-hmm (affirmative), yeah.

Daryl Rosser: Now how do come up with that stuff?

Matt Diggity: Right, okay so the SOPs changes all of the time. Every week, or all the time, I’m not going to even put a time period on it, I’m running SEO tests on everything regarding ranking, different backlink sources, different onsite strategies, everything under the sun, right? So the SOPs is changing all of the time. What I find, at least what’s worked for me, is in the beginning process, it’s all in my head. It had to go somewhere. And while I could’ve written the SOP, I like to get whoever is going to be in charge of this department, I like to explain it to them, work with them, have them take notes to the point that they fully understand it, and I ask them to write the SOP. So the process of them putting it on paper, and putting it in a document and knowing in the future that I need to explain this to someone else, they do a much better job, and in my experience, it worked really good.

Daryl Rosser: So you don’t create any of them?

Matt Diggity: Some of them, I need to.

Daryl Rosser: Okay.

Matt Diggity: But for the most part, I like to do it how I just described, yeah.

Daryl Rosser: And are they doing this … like say you hire someone new today, and they started doing something brand new, I don’t know, like YouTube SEO, for example, if you don’t do that already.

Matt Diggity: Mm-hmm (affirmative).

Daryl Rosser: And you hire someone to do your YouTube SEO, you train them up, and then you’re [inaudible 00:08:38] for them. How fast is it that you get them to create the SOP?

Matt Diggity: Once they’ve done it themselves, and like the [litma 00:08:49] test that I have, is that I want them to explain it back to me. And I want it to be just as good, or 90% as good as when I explained it to them.

Daryl Rosser: Okay.

Matt Diggity: Yeah.

Daryl Rosser: And then that same person’s responsible for every single time something changes, to add something new and tweak it?

Matt Diggity: Mm-hmm (affirmative), yeah, yeah.

Daryl Rosser: Okay.

Matt Diggity: The good thing now is we just did The Lab, right? So The Lab is not just a course, but it does have a course training material part to it, and it’s basically our entire SOP in video format.

Daryl Rosser: Oh nice, okay.

Matt Diggity: So that’ll just be the SOP now, and we can just have new hires watch that, at least for the rankings stuff.

Daryl Rosser: And what does that do for your ability to scale?

Matt Diggity: Oh, it’s incredible. Like, well, we haven’t hired for any apprentices for quite a while, but I imagine it would just be, hey, watch the videos, ask us questions, and then we’ll work with you on a weekly basis to refine your process.

Daryl Rosser: That’s awesome. Because you’ve been scaling … we don’t go through numbers or anything that much, because it’s just not what we talk about, but I presume you’d be scaling like a lot over the last few years. What has been responsible for that fast growth?

Matt Diggity: Again, the right team members, and I would have to say rewarding the team members that are doing good.

Daryl Rosser: Okay.

Matt Diggity: Like Jay who was my first apprentice, he’s out now a partner at LeadSpring, and that helps him stay motivated having a stake in the business and stuff like that. But this is new, I haven’t talk to you about this. In terms of LeadSpring growth, we completely changed our business model. We’re not now trying to get to a hundred thousand, two hundred thousand, three hundred thousand dollars a month with an affiliate, we’re instead just … we went into a flipping model, because the way I look at things like on a long enough timeline, all affiliate sites are going to die.

Daryl Rosser: I agree.

Matt Diggity: Given a long enough time. So it’s just in your best interest to flip it, and even though you get rid of that passive income, which is a weird thing to kind of stomach emotionally at one time, like okay, we just dropped from 80,000 a month to 60,000 a month, how does that make me feel? But at the same time, on the long run, it’s more money, and you stay sane because you don’t really have to scale and grow a huge staff, like every time you flip a site, that’s one less thing you have to take care of too.

Daryl Rosser: Yeah.

Matt Diggity: I don’t know, it’s changed for me in that sense. I would say LeadSpring got a little bit more smaller and sleek, where some of the other businesses traditionally scaled.

Daryl Rosser: Here’s and interesting question then, so Jonathan’s presentation at the conference was about building like a long time business. Building real brands and stuff like that. And you obviously have that [inaudible 00:11:35] marketing and what you’re doing with that. But what about Lead Spring? Isn’t that kind of like a different approach, like that whole building up sites with the intention that maybe one day they’re going to go away, so flipping them?

Matt Diggity: Yeah, well there’s that aspect. Like LeadSpring basically manages mini-businesses, creates them from scratch or partners, or acquires them then flips them later. But LeadSpring as a company itself is a packagable product, right?

Daryl Rosser: Yeah.

Matt Diggity: At a certain point, I would say it’s even more sellable than Diggity is. Diggity is attached to me, right? I don’t go with the company on a flip. But LeadSpring, it’s all processes and processes. So that’s actually more packagable than Diggity is, or even the Search Initiative.

Daryl Rosser: And the value is in the systems, right? And the team of course. So you’ve got with the systems is the ability to go out there and take on a new client and just follow the process over and over again, that’s why it scales.

Matt Diggity: Right, right, exactly.

Daryl Rosser: That’s awesome. So, everything we’ve said so far is all the team, like everybody is like, the ability to scale, the reason it grows so fast is all to do with the team, so how do you hire great people?

Matt Diggity: You know, I’d have to say that it’s one of my weaknesses. I tend to believe in people very, very easily, and sometimes make bad decisions on hiring. Sometimes, you know, they say hire slow, fire fast? I hire fast, and fire fast too. But you know, like … this again just goes back to the team, man. Like, I hire the people that can hire better than I can.

Daryl Rosser: Okay.

Matt Diggity: Yeah, I don’t quite have an HR department, but I do have different departments, and have these people hire their people.

Daryl Rosser: Okay, so you’re not the guy to ask for hiring.

Matt Diggity: Not really. I read a lot of books on it, I just can’t execute on it that well. I don’t know why.

Daryl Rosser: What are you good at? Like SEO of course, but what else? What do you say your strengths are?

Matt Diggity: I would say SEO I’m definitely good at, and anything technical and process related in terms of ranking and figuring out the algorithm. Figuring out what could hit us with algorithm changes, I’m pretty solid at. Figuring out what Google’s up to going forward, I’d say I’m pretty good at. On top of that, I don’t know, maybe this is chance or whatever, but I seem to make decent marketing decisions. I mean, of course at the end of the day, there’s no way to really know, is it best to do this color blue or red, or is this better to launch this on a Monday or a Wednesday. Like I guess my gut feeling and my instinct on these kinds of questions is decent, and you know, knock on wood, I feel good about how it’s gone so far.

Daryl Rosser: Glass, or plastic actually I think.

Matt Diggity: Is that actually bad luck?

Daryl Rosser: I have no idea. I have another question then. We’re [inaudible 00:14:42] topic today, but it’s interesting to just ask stuff and just learn more about what you’re doing. So with Diggity Marketing, what’s the goal? What’s the drive and purpose of creating that brand and creating content all the time, anything like that?

Matt Diggity: Yeah, so I would say like in the beginning, when the industry I was in before, I was an engineer, it was really bad. Like, bad, bad, not just like oh, it was boring and unfulfilling, but it just straight up was torturous, like going to my cubicle every day, hour commute back and forth, Boston’s breathing down my neck. So a big part about it is wanting to share a different way with other people, and in my experience, honestly, the engineering stuff was more challenging, more difficult, and more hard. I think a lot of people can get into this and I don’t the market is saturated with SEOs or other … I think it’s just a shift that the world will go into, more people working online and working digitally. If I can help that go along faster, I’m happy to do that.

Daryl Rosser: But why do you want to do that?

Matt Diggity: Why do I want to do it? Because I want other people to share the freedom.

Daryl Rosser: Okay.

Matt Diggity: Yeah.

Daryl Rosser: Like that had a big impact on you and you want to help others do the same?

Matt Diggity: Yeah, yeah. But someone pointed this out at the conference, which is kind of funny, the blog, my guides,, actually is good for my link business, because people get a better result, and then they don’t cancel the links. So I guess you can say, that is also a side benefit.

Daryl Rosser: Yeah, I mean, nothing [inaudible 00:16:27] is completely selfless, like we’re still growing a business off of these things and stuff like that, and building a brand.

Matt Diggity: Yeah, sure. You put out good content, hopefully go to your site, and maybe they want to learn more from you?

Daryl Rosser: Yeah, exactly. Yeah.

Matt Diggity: Yeah.

Daryl Rosser: But it’s always like that. I think the main attention, and I agree with you, like for me as well, I bought courses and I had coaches in stuff, that I never would’ve gotten to where I am today with them.

Matt Diggity: Mm-hmm (affirmative).

Daryl Rosser: So if I could even do 10% as much as that for someone else, like, it could help them a lot.

Matt Diggity: Exactly. I have a question for you, have you ever had a … you said you had coaches, have you ever had a mentor?

Daryl Rosser: I don’t know how you describe a mentor, but like my Dad was probably my first mentor.

Matt Diggity: Yeah.

Daryl Rosser: He has a local business from when I started out from when I was a kid. So [inaudible 00:17:20], he was like cleaning bins for a living, like I was just driving around cleaning bins for a living, and today, he has a company, I don’t know how much he makes, like [inaudible 00:17:30] something like that, nothing crazy. But seeing his growth, and the whole time he’s been reading [inaudible 00:17:35] development books, sales books, so my entire life, I was pushed to be an entrepreneur, run a business, [inaudible 00:17:43], so he was like my first mentor. And even still today I’ll run ideas by him and chat with him, I’d say he’s not really the best person to listen to, no offense to my Dad, but that’s … but I will because he’s honest at least about his opinions.

Matt Diggity: Yeah, that’s good. Yeah, my Dad was an entrepreneur as well, but I lost him when I was 22. I really wish I got a chance to talk to him about a lot of stuff, but you know, I just realized today, that I was listening to a podcast this morning, I’ve been mentor-less for about like five years, and I want to put myself in the student seat again with someone who’s maybe a step ahead. So I’m thinking on the eye out for that right now.

Daryl Rosser: What is your process going to be to find a mentor?

Matt Diggity: I’m going to follow this podcast. Basically what they were saying is on the Freedom Flipping podcast, you ever listen to that one?

Daryl Rosser: I don’t think so, no.

Matt Diggity: It’s good. They were saying, like, you find, well first things first, you know, you’re the average of the five people you’re around kind of thing. Like you establish your ten close friends that are friends or maybe just people, your contacts that these are the people you believe can help you get to the next level, and then you can help as well, and then find someone who’s in the position that you want to be, perhaps 5, 10, 15 years from now, and you approach them with, you leave with value. You, I admire what you’ve done, you inspire me, I’d like to offer you this in exchange for this kind of thing.

Daryl Rosser: I like that though. Like I’d like to offer you this. A lot of people, you must get it as much as me, probably more than me, of people asking you, like they’ll send you a message, I like your show, I like your blog, and then huge question afterwards is like, if you really want to build a relationship, maybe try just saying I like your show, and then maybe ask them a question next time, and slowly phase it in. But sending you this huge paragraph, or like hey, can you mentor me? It’s not a very appealing offer to be honest.

Matt Diggity: Right, right. I think they should watch [name 00:19:46] Simpson’s outreach presentation.

Daryl Rosser: Yes.

Matt Diggity: You leave with value, and it’s always a value exchange, right?

Daryl Rosser: Yeah. Thank you for reminding me. I really respect that people actually have the respect and trust in you that they actually ask me, but it’s not a great offer, like I say no to all of those people.

Matt Diggity: At the end of the day, I know you’re a workaholic, I’m a workaholic, but we still only have 24 hours in the day, yeah.

Daryl Rosser: So you’ve met a lot of people at this conference, and [inaudible 00:20:13] over the last few days and probably in the week plus that people have just bene hanging out in Chiang Mai, right?

Matt Diggity: Mm-hmm (affirmative), yeah?

Daryl Rosser: So is there any big sort of problems or difficulties you see people go through that you’ve gone through yourself that you can kind of mention?

Matt Diggity: Well, I would say definitely going back to that same theme of well, this I see very, very often. There’s growth in the company, growth, growth, growth, more customers, more clients, more sites, more success, whatever, and then the owner operator gets to the point where he’s managing all these things and he needs to find help now to help him do these kind of things, but he’s so busy, he doesn’t even have the time to hire. Like that I see often, often, often. And I think it’s pretty much a growing pain for every single business.

Like you don’t … no one really has the insight of knowing that they should hire before it gets to there until they’ve been burnt by that issue. So I’ve seen that happen a lot. You know, I wish I could say certain ranking techniques are burning people. But it’s simply not happening. We saw Holly doing the most blackout stuff possible and she’s thriving, you know? Yeah, I think as far as rankings go, everyone’s kind of doing the right thing I guess.

Daryl Rosser: Can we talk a little bit about SEO? I think these guys are going to be really pissed off at me if we don’t have Matt Diggity in the seat and I don’t ask any SEO questions.

Matt Diggity: Yeah, let’s do it, what’s up?

Daryl Rosser: So I don’t know where to start, maybe just like, is there any differences from like say this year to like last time we spoke, which … last interview. Obviously we spoke recently, but last interview, which may be a year ago?

Matt Diggity: Yeah, a lot, a lot.

Daryl Rosser: Okay.

Matt Diggity: Alright, so, for one, I’m finding personally mixing gray hat with white hat is the way to go right now. The concept behind it is very simple. Like you’re getting your gray hat links from PBNs, and they’re full of power, they’re full of awesomeness, but at the end of the day, it’s a pattern, and the pattern is, you have 100% homepage links from sites. And you know you can mix it up with a lot of different things, citations, press releases, stuff like that, but I find the best scalable way to do that is pillowing with outreach links, and yeah, it takes a process, it takes a learning curve to figure out how to do outreach at scale, but I’m getting the best result that way in terms of the steady rankings. I still start with PBNs though. A lot of people might say like, okay, let’s start clean, and then once we have the trust, we’ll mix in a little of the dirty, I don’t believe in that, because at the beginning stages, you want to have precise control, right?

You want to have control over the velocity, the anchor text, all these kind of things, and at the end of the day, like a PBN is simply just a link from a WordPress site. It’s not dirty until proven guilty, right?

Daryl Rosser: Absolutely, yeah.

Matt Diggity: So that’s one thing that I’m doing that’s a little bit different than last year. I think last year I was just 100% gray/black hat. But now I’m more rainbow colored. But in addition to that, maybe you can tell me if you’re seeing the same thing, like there’s always been this understood paradigm that if you build up enough authority on the site, and you start to dominate that certain topic with a certain one single website it becomes an authority site, right? And I’m seeing this become a requirement from Google more and more and more. Like you’re not seeing the EMDs dominate the top search as much anymore.

You’re seeing more like big tech crunch type sites, the … all these kind of sites just redoing individual reviews, and flooding at least the affiliate space. But at the same time, one, that’s not good for us, because we don’t have super blogs like that, or at least most of us don’t. But on the other side, there’s something that’s really cool going on, is that Google’s threshold of what it believes to be an authority site, seems to be that it’s getting more and more relaxed. Like you don’t have to be at the super gigantic level to start to become an authority, like you can have a 30 page, 40 page, maybe even 50 page affiliate site that’s completely covering a topic, all the pages on there are solid, and then you can start having that same effect of instant rankings on new pages.

Daryl Rosser: Yeah.

Matt Diggity: Like one of my sites, this has happened just in the last two months. One of my sites produced a new page on just a particular review keyword we didn’t get a chance to cover before. It indexed at number one. I’d never seen that before, and it’s not like a huge, crazy authority site, it’s just, it’s an EMD as well, but it’s just really well understood as being very topically relevant for it.

And then another one, this was last week, we created a new page on a new product, and it indexed at number two or three, and started making 50 dollars a day right away. So like that was always something that could happen before, now it’s like, this is something that often happens once that authority is there. So it’s kind of changed my model in a sense where before it was like, we plant all these seeds, and we grow each site as if they were all going to be billion dollar sites.

But now it’s like, we plant the seeds, we wait to see which ones get to that medium level and start to get that trust, and then we go all in on that one, then we go all in on that one, all in on that one.

Daryl Rosser: Gotcha.

Matt Diggity: It seems to be, like in terms of ROI, it’s really, really good for me.

Daryl Rosser: So are the sites initially almost like a test? You just throw them up and see kind of what happens with them, and then it’s almost like a test at that point, you see, okay, this one’s working really well, then you focus on that?

Matt Diggity: Mm-hmm (affirmative), yeah, absolutely. And not only like just want to test different niches and stuff. Like I’ll readily admit, ranking websites, affiliate websites like local websites is not a hundred percent guaranteed. Like sometimes it just doesn’t work out, and you got to be ready to say goodbye to them when they’re just cursed, and it happens all the time. I definitely don’t rank a hundred percent of the time.

Daryl Rosser: But how do you know then that the site is cursed or whatever, that just won’t rank versus you just doing the wrong thing?

Matt Diggity: Well, you know how it is sometimes. Like sometimes they just don’t even rank like higher than page four for some long tail keywords, you know? That’s a bad sign right away. But also if you build multiple sites in the same nice, you kind of get a feel. If you build three in the same niche, like one of them will be quick, one of them will be average, one of them will be shitty. And then you just keep the quick one.

Daryl Rosser: Okay.

Matt Diggity: And then if you’ve done a nice before, you know what your benchmark is, and if it’s not scaling as fast as the one before, you cut it off.

Daryl Rosser: Cool man. Any other sneaky SEO tips for people?

Matt Diggity: Oh man, you’re putting me on the spot.

Daryl Rosser: I know man.

Matt Diggity: Let me get back to that. Let me let it marinate, and then I’ll think of what I can share.

Daryl Rosser: Any changes in not SEO, but how you’re thinking in the past year?

Matt Diggity: Yeah. I’m really, not that I’m not in love with SEO, but I’m also looking a little bit outside of it, and maybe it’s my age showing or something, like just wanting to get something a little bit more stable for my family in the future and stuff like that. So diversification, that’s definitely something there. But I feel like I do have a lot more plays to have in the SEO realm. But after I make these plays, I’ll probably branch off into something like software or something like that.

Daryl Rosser: Interesting. So have you thought of a sneaky little SEO tip, like a final SEO idea? And then we’ll talk more business and other stuff after.

Matt Diggity: Sure. Like for the PBN people in the crowd, around January, February, like March time frame, like right when Fred came out, I saw a major difference in the success rate of my tested PBNs, and while there was a bunch of different things that we figured out, different filters that were going, one of the main ones that we saw made a big difference is when you have a PBN that used to be a site about this, and now you’re repurposing it into like a real estate site or whatever that may be, keep some content continuous. So like for example, look at the archive for the old site, whatever it might have been, take the content that was on the homepage for it, and make that your first blog post of the PBN. And do that the same for like some of the inner pages that have a lot of links, keep that continuous, and it’ll jack up the success rate on my PBNs.

Daryl Rosser: Any transition to content from being about something else to the new topic?

Matt Diggity: Well yeah, like it could be, let’s say for example you’re making a door PBN, and then you got an expired domain that was whatever kind of auction domain, whatever it might be, that used to be like a bait shop, right? So Joe’s bait shop, and the homepage content used to be about, welcome to Joe’s Bait Shop, we have the summer sale, blah-blah-blah, take that content and make that the first blog post for your PBN. Of course, it’s going to get pushed down, it looks weird to sell, but it’ll get pushed down when you start putting content on it anyways, right?

Daryl Rosser: That’s really interesting. Are you using expired domain still or auctions now?

Matt Diggity: I do not use expired. I did not use back orders anymore. I sometimes dip into auction, but a lot of the domains that we’re getting are from private deals with existing site owners.

Daryl Rosser: Okay, interesting. I’m curious, what is something that most people don’t know about you? Like a lot of people who know you now, what is something that most people watching they won’t know about you already?

Matt Diggity: I think people know that I used to be a dancer.

Daryl Rosser: Yeah.

Matt Diggity: So we won’t do that one. I’m a big yoga addict. I practice yoga every morning. Meditate every morning. Maybe that’s new.

Daryl Rosser: Yeah, probably. I think the guys here know that. But the people probably watching online don’t know.

Matt Diggity: Okay, yeah. My name is actually … my Indian name is actually … no, I’m just kidding.

Daryl Rosser: That’s awesome man. Let’s talk about … like we’ve covered so many different topics, I quite like it actually. Lifestyle, what do you gain lifestyle these days? Are you working all day? Are you a workaholic? Do you work all day? Do you travel a lot? Like how’s your lifestyle today with all of this business?

Matt Diggity: Yeah, I would say my relief, or my off time is mostly based on travel. So I’m traveling at least short trips like every other weekend at the most. So going to like places around Asia that are nice, short trips. But at least once a month going somewhere for a week or two, and I mean like, for example, I’m going to the US for two weeks tomorrow, well, not tomorrow, but next week, I’ll be going to the US. Went to Europe this summer with my girlfriend, going to Japan in January. So that’s my off time. That’s how I recharge my batteries, yeah.

Daryl Rosser: So you don’t work at all in these trips, or just sparingly?

Matt Diggity: I work every day. I can’t remember the last day I didn’t work? What about you? When’s the last day you didn’t work all day?

Daryl Rosser: No, I was still working. I don’t know, I work like all the time. If I go on a trip, sometimes I won’t work as much, but I’ll do a little bit in the morning maybe before I go out, a little bit when I get back, and even if I’m out, maybe I’ll have my phone with me or I’ll write an email up or something like that.

Matt Diggity: See? That counts dude, that counts. It’s not a full decompression, yeah.

Daryl Rosser: No, cause I also write an email everyday, so I’ve never had a single day where I haven’t worked.

Matt Diggity: Yeah, yeah.

Daryl Rosser: Not at all. Even here, like I’m in Chiang Mai, like I’m not doing that much, but in terms of the online business stuff, but then five interviews and finish at three a.m.

Matt Diggity: You’ve put in work on this trip. Guys like, he presented at a conference for 500 people. That is a massive amount of work. You know, people ask me, why didn’t I present at the conference? Because that is equally as much work that goes into putting on the conference itself. There’s no way [crosstalk 00:32:54].

Daryl Rosser: [crosstalk 00:32:54] you did a lot.

Matt Diggity: I had the team, I had the team. But you can’t outsource your presentation.

Daryl Rosser: No.

Matt Diggity: You can’t have anyone even help write it or anything like that. So that’s on you, you know? Thanks man, thanks a lot for knocking it out of the park by the way. Just wanted to say that. You guys, if you haven’t seen his presentation, we’ll get a replay up and you really should see it. It’s inspiring and awesome.

Daryl Rosser: Thank you man. What is the Diggity morning ritual?

Matt Diggity: Morning ritual? So, wake up, and then I go to the bathroom, I clean-

Daryl Rosser: What’s the time?

Matt Diggity: Okay, so like around six o’clock? Yeah.

Daryl Rosser: Nice.

Matt Diggity: I clean my tongue, that’s a yogi thing. So like a tongue scraper and brush my teeth, wash my eyes out like direct water into eyes, and then do a neti pot. Do you know what a neti pot is?

Daryl Rosser: No.

Matt Diggity: You get this little pot, you pour water and salt in it, you put it into one nostril, and then it pours out the other nostril, super uncomfortable.

Daryl Rosser: Okay.

Matt Diggity: But it basically just cleans out your sinuses hardcore. Then I do yoga and meditation for about 45 minutes to an hour. And then, I know people don’t recommend doing this, but I go straight into email, and I open up my inbox right away. Basically, I don’t want the people who are depending on me to move forward to be stalled any longer than they have to be. So that’s what gets me from six o’clock to about 7:30.

Daryl Rosser: Okay. And what about when you work? Do you work from home? Do you work in an office, in a coffee shop? How do you do it?

Matt Diggity: 80% from home, 20% from co-working or a coffee shop or something like that.

Daryl Rosser: Interesting. Because I don’t know about you, but I had a realization, like I work with a team in coffee shops and stuff, or co-working places, and I’ve kind of realized that if I want to do proper work, I should do it before I go and meet them, and then when I’m with them, I can deal with people and speak with clients and things like that.

Matt Diggity: Yeah.

Daryl Rosser: Are you kind of the same?

Matt Diggity: Absolutely, yeah, for sure, for sure.

Daryl Rosser: Why?

Matt Diggity: I don’t know, like, you know how it is. It’s distracting, right? What do they say? Like it takes once you’re in a flow state, it takes 15 minutes to get back on that, and then when you’re out in public, like you’re going to get knocked out of that flow state like every 15 minutes anyways just with a question. So I don’t know, some stuff just takes concentration, and you got to do it by yourself.

Daryl Rosser: How do you stay focused when you’re working at home?

Matt Diggity: It’s me and Jay at home. So Jay’s like my right hand man in terms of Lead Spring, and he’s just like me, we can go all day without saying anything to each other unless we need to.

Daryl Rosser: I’ve seen you guys.

Matt Diggity: Yeah, we’re just blah. There’s no focus problem with me.

Daryl Rosser: Yeah, with you just … also you love what you do, right?

Matt Diggity: Yeah, yeah, exactly.

Daryl Rosser: Is there anything that you don’t love about what you do sometimes?

Matt Diggity: I wish I could handle non positive feedback better than I do. Sometimes, you can’t make everybody happy, and when you’re playing a bigger game, there’s more people involved, and you’re touching more people, and not everyone’s going to be happy. I think I need thicker skin or something when that comes around. But other than that, I love it man. Like I tried to get into video games again, I don’t even like it anymore, this stuff’s better.

Daryl Rosser: I got a PS4, I haven’t been on it in about a month.

Matt Diggity: It’s tough dude, it’s tough, yeah. I just really like it.

Daryl Rosser: If you could go back to, I don’t know, 20-year-old Matt, what would you say to yourself?

Matt Diggity: Tough one, because, do I tell myself to get out of school and just go straight into marketing? I don’t know if I’d be good at what I’m doing if I didn’t go through the process of being in school and being an engineer for a while, so I think I would definitely tell myself to tap out earlier though. I would go into the field, I would do engineering for a while, but when it started getting terrible, like emotionally, I would’ve said get the hell out and go be an entrepreneur.

Daryl Rosser: Yeah, because how it turned out is awesome but you had to go through some shit to get there.

Matt Diggity: Yeah, yeah, maybe I learned some skills during that process that if I didn’t have them now, maybe I wouldn’t have figured anything out at all, I’m sure.

Daryl Rosser: Yeah, definitely. So your engineering background probably helps with your systematization of how you do SEO?

Matt Diggity: Probably, probably.

Daryl Rosser: Is there anything you’d love to share that nobody’s asked you before? Like that’s going to save me a question.

Matt Diggity: Yeah, I don’t know, if I could express this anymore than I have already, like for the people that are on the fence about you know, being an entrepreneur or working online, or taking your own actions. Like I can’t tell you, it’s night and day on how different it was like before I was doing this and now. Like I wake up everyday excited, as opposed to waking up everyday dreading it, just asking myself when I was going to get to go home, and then enjoy two hours before I go to sleep, and go do it all over again. Like it’s … don’t be on the fence about it, it’s not that hard.

Daryl Rosser: Yeah.

Matt Diggity: You’ve figured out harder things before definitely in life, so just take that leap is definitely what I would try to drive home to people.

Daryl Rosser: I’ve got an SEO question actually, I forgot about this. Okay, so I do still 100% PBNs, I don’t do any outreach whatsoever. Where do I get like guest posts and stuff? Where do I outsource our stuff to if I don’t want to do it myself?

Matt Diggity: Yeah, well don’t discount doing it yourself. I’ll be happy to sit down with you and show you my process on like how I did outreach, or how I learned outreach. I only learned it in January, and I was up and running by the end of February, so I’d be happy to share that with you. But a big part of it is like, I’ve been using the service, and the service is stellar. I ended up actually getting into as a partner, so I’ll be launching that probably by the end of the month, and competitive prices … but the thing is, I just want to do things a little bit differently. You know all these sites are sites that have at least a thousand visitors per month traffic. So they’re ranking. They’re approved by Google. Like they have traffic.

Daryl Rosser: How important is that for the quality of the link?

Matt Diggity: I don’t think it’s much of a factor now, but I think it will be later, yeah.

Daryl Rosser: Okay, interesting. So here’s another question. For the absolute beginners out there that are just starting out, like a big part of your business is understanding like how the algorithm works by testing things and everything like that, and now it allows you to create SOPs and the process you can go out there and do it in a very systematic way overtime.

So for the guys that are just starting out that don’t really know how to rank it, or don’t really have an understanding of the algorithm, how do they start to figure that out and kind of crack the code?

Matt Diggity: Mm-hmm (affirmative). You know what? I feel like we are getting chased by machine learning, trying to stay ahead of how smart Google’s getting, and I’m afraid like, if someone was just starting out now, and had no mentorship, and had no like someone to guide them through it, they would probably maybe start to finally figure things out when it’s maybe getting too late right? So I would probably invest in doing things clean. You know like, at the end of the day, right now I would say I’m probably just a straight up gray hat that dabbles in white. But I would recommend a family member how is getting into this, do it pretty clean, like do it white hat. Like, on the surface. I mean you can buy your links, you can do all that stuff, but I would like probably wouldn’t even recommend trying to learn how to build a PBN.

Daryl Rosser: Yeah, I’m saying it’s not worth the hassle of doing it.

Matt Diggity: Right, right.

Daryl Rosser: Okay, and two final questions then. Number one, I thought this was pretty interesting, like what are you looking to achieve in the next five years? What do you want your life to look like in say five years time?

Matt Diggity: So five years, that’s a really good question. If you were to ask me like one month ago, I’d probably be like, I want to take everything that I’m doing now, and all the decisions that I’m in now, that’s delegated, that’s outsourced, and probably get more into investing into companies, and growing companies from an investor or a director standpoint.

Daryl Rosser: Sure.

Matt Diggity: And then going for flips and that kind of things. More in like a business level. But, now since I’m engaged since Friday, I’m probably going to have a kid before then, and then whatever I just said doesn’t mean anything, and I’ll probably just be like changing diapers and stuff. So, yeah, business wise I want to elevate at least on the task, but in reality, I’m probably just going to be a Dad.

Daryl Rosser: That’s awesome man. And final question then. What is this Lab thing?

Matt Diggity: Yeah. The Lab is basically, it’s a project between me, Local Client Takeover, Dino Gomez, Brendon Tully, and Ninja Outreach. It’s basically a nice lineup that’s covering everything affiliate, local, eCommerce, Facebook ads, and outreach. What is it? Is it a course? Not quite. It has core training material. There’s over 24 hours of straight material. But it’s access to all these people. So we have weekly webinars. We have an active Facebook group. There’s coaching involved in it too. SO it’s more like a hands on experience where people can learn in every single facet of SEO and whatnot.

Daryl Rosser: That’s awesome. When’s it rolling out?

Matt Diggity: We are hoping to launch this week.

Daryl Rosser: Do you want to say the date? Because this might be a little bit late. Actually, it might already be out by this time.

Matt Diggity: Yeah, the plan is to open in two more days on Wednesday, November 8th.

Daryl Rosser: Okay. Awesome man. Well I appreciate you joining me, it’s been really awesome.

Matt Diggity: The pleasure’s mine.

Daryl Rosser: Let me stick up some links so people can check you out. Where do you want me to link up to?

Matt Diggity: Sure,,,,, okay, I’ll tell you the list later.

Daryl Rosser: Alright, hope you guys enjoyed the episode, I’ll see you guys next week.


About Daryl Rosser

Daryl runs a six figure SEO business primarily focusing on local clients. He's extremely analytical, and his favourite ranking strategy is using PBN's.

2 Responses to “Behind The Scenes of Matt Diggity’s 7 Figure SEO Business”

  • Nick  January 25, 2018 at 3:55 pm

    Could you go in a little more detail about what Matt said about “All affiliate sites are going to die” So it means that you flip instead of create a new site? Why though?

  • Daniel Daines-hutt  January 25, 2018 at 6:41 pm

    Killer interview Daryl and Matt

    Sounds like the event was awesome also

    So true- you want to hire before the need arises, but you don’t know until you’ve been burned before

    Scaling a new team is my 2018 task (that I definitely need to go through the learning curve on)