Dominate Marketing

Dominate Marketing Logo
Case Studies Google Ads & PPC

Google Ads Case Study: 14X ROAS (Return On Ad Spend)

In this Google Ads case study video I show you exactly how I got 14X ROAS on a Google Ads campaign over the period of 2 years.

In this PPC tutorial I will show you everything including:

  • The ads
  • The keywords
  • The landing page
  • The strategy behind it
  • Why this worked
  • How to apply this to your campaigns

Internal Linking Strategy For SEO: The Ultimate Guide

What Are Internal Links?

Internal links are any links on your website that link from one page to another on the same site.

Typically the term “internal link” refers to links in the body of the content.

Anchor Text

Anchor text is the actual words within the link. So in the example above, the anchor text would be the words “BC Racing Coilovers”.

Why Are Internal Links Important For SEO?

  • They tell Google that the page you are linking to is important
  • They help to tell Google what the page you are linking to is about what (which is why the anchor text you use for the link is important)
  • They help to boost topical relevance on a particular topic, when you link relevant pages to the main page on that topic
  • They help to keep people on your site longer by giving them more to look at on your site
  • Spread a portion of the “link juice” from backlinks going to the first page (Page A) to the page it links to (Page B).
  • If you don’t make internal links, each of your pages are essentially a “dead end”.
  • Help users navigate
  • Making internal links when you publish a new page or post will help Google to index it faster because it will find it faster

Rules to Follow When Making Internal Links

  • Vary the anchor text – “Sydney plumber”, “plumbers in Sydney”, “Sydney plumbing services”
  • Keep pages that link together within the silo (watch my SEO Silo Website Structure video)
  • Make sure each page has at least one link to another page (the most relevant page)
  • Don’t link with the same keyword to multiple pages, that will confuse Google and cause harm
  • You only need to link once to a page from a specific page, no benefit of having 2-3 links on one page going to the same page (for example Page A linking to Page B multiple times).
  • You DO want to have multiple links from different pages going to your main pages (for example, Page A, B and C all linking to Page D), as long as they are all within the same topic.
  • Focus on making links to your main pages (usually the pages that make you the most money)
  • Always fix any broken internal links, either by updating the link, making a redirect to the appropriate current page, or removing them. (Use Google Search Console)

SEO Case Study: Blog Getting 28,000 Users Per Month (With NO Backlinks)

In this video I will show you an SEO case study of the exact process I used to get my blog to 28,000 users per month without any backlinks. I will show you:

  • How to do the keyword research
  • How to choose keywords to go after
  • How to find out what to post
  • How to get your posts to rank
  • Competition analysis
  • And more

How to Use SEMRUSH For Keyword Research

This is the ultimate tutorial on SEO keyword research in SEMRUSH. I will show you how to do everything you need to know including:

  • How to use SEMRUSH – What everything means
  • How to find keywords
  • How to use all the SEMRUSH keyword research tools
  • How to find easy keywords to rank for
  • How to analyze your competitors
  • And lots more

Get SEMRUSH here:

My video on keyword search:

My video on search intent:

My full SEO course:


How to Write SEO Meta Titles and Descriptions: The Ultimate Guide

What Are Meta Titles & Descriptions?

Both meta titles and descriptions are code on your website that are used to tell search engines what your website is about (especially meta titles).

Meta Titles

The meta title, otherwise called “meta tags” or “page titles”, are the titles that show up in the browser tab:

Screenshot showing a meta title displaying in a browser tab

As well as the main headline you click on in the Google Search Results:

Screenshot showing a meta titles displaying in Google search results

Meta titles are one of what I consider the 3 pillars of SEO and have one of the biggest effects on how your website will rank. So doing them properly is EXTREMELY important.

Meta Descriptions

Meta descriptions are the descriptions that appear under the Meta Title in Google Search:

Screenshot showing a meta descriptions displaying in Google search results

They used to be a ranking factor but they are not anymore, so they WILL NOT affect where your website ranks directly.

However, what they do do is affect the Click Through Rate (CTR), meaning how many people click on your website from the Google Search Page, which at the very least can get more people onto your website, and can therefore indirectly affect your rankings as well.

Rules For Writing Meta Titles & Descriptions

Meta Titles

  • Must contain the keywords you want the page to rank for – try to include as many variations as possible (such as lawyer, law firm attorney, area)
  • Make sure they are unique on every page (otherwise you’ll get keyword cannibalization)
  • Need to be under 600 pixels, which is typically 60 characters or it will get cut off or potentially even rewritten by Google
  • Having the meta title the exact same as your H1 headline reduces the chances that Google will rewrite the meta title
  • Keeping main keyword as far to the left as possible will increase CTR (since we read from left to right)
  • The closer you can get to the exact keyword you want it to show for, the more likely you are to rank (especially true for long tail keywords)
  • Go to Google and look at the page 1 results to see what you should be writing, as this will tell you what Google wants to see

Meta Description

  • No affect on rankings
  • Does affect CTR, so use it to convince people to click on your website
  • If you include the keyword, it will be bold which is more likely to attract attention
  • If you don’t put a meta description, Google will make one up based on the content from your site, and the results are usually not good
  • Keep them under 140 characters to avoid getting them cut off, as they also have a pixel limit

Examples of Writing Meta Titles and Descriptions

Meta Descriptions

Plumber In Sydney

So let’s say you want to rank a page for plumbing in Sydney.

The first I would do is go to SEMRush and type in the keyword to see what keywords we should try and get that page to rank for.

Here are the results:

Screenshot showing keywords relating to plumbers in Sydney

You can see that we have “plumber Sydney” and the main keyword, and we also have “plumbing Sydney” and “local plumber Sydney”.

Let’s say the name of this business was ABC Plumbing.

Here’s the meta descriptions I would write for this particular page:

“Local Plumber In Sydney NSW – ABC Plumbing”

What that does is it gets the keywords “plumbing”, “plumber”, “Sydney” and “Local” in the meta title.

Now, if you wanted to play around with it to increase CTR, you could do something like

“#1 Local Plumber In Sydney NSW – ABC Plumbing”

Which might help to catch the user’s eye and get their attention. You’d want to test it out and compare CTR.

Family Lawyer in Houston

Again, first thing I would do is type what I think is the main KW into SEMRush to see what other keywords we should include:

Screenshot showing keywords relating to family lawyers in Houston Screenshot showing keywords relating to family law attorneys in Houston

We can see that “Family Lawyer Houston” is a keyword we want, as well as “Family Law Attorney Houston”. We’d also want to include “TX” or “Texas”, and potentially the word “best”.

So in this case I would write something like:

“Best Family Lawyer Houston – Texas Family Law Attorney”

That way we have all the keywords we are trying to target within the meta title, and within the character limit.

Meta Descriptions

Let’s use the same examples now for meta descriptions.

Plumber In Sydney

We want to try and get all the same keywords into the meta description so that they show up bold when someone searches.

So for this example I would write something along the lines of:

“Looking for a Plumber In Sydney? At ABC Plumbing, We Offer The #1 Local Plumbing Service In Sydney NSW. Call Us Now For a Free Quote”

I’ve included all the keywords in there, I also included an incentive to click (free quote), and I used title case just to try and make it stand out a little more.

Family Lawyer in Houston

Same situation as above, we want to try and get all the keywords into the meta description and make it enticing to click.

So for this one I would probably go with:

“Looking for a Houston family lawyer? Our Texas Family Law Attorneys Can With Any Family Law Matter. Call Us For a Free 15 Minute Consultation.”

This contains all the keywords, is with the character limit and gives them an incentive to click (free consultation).

How to Add Meta Titles to Your Website (WordPress)

Now that we have our meta titles and descriptions, here’s how to actually add them to your site.

I will show you how to do it using the two most popular SEO plugins for WordPress.

Yoast SEO

Once you have installed the Yoast SEO plugin, click on the page or post you want to optimize.

If you scroll down below the main content area, you will see the Yoast SEO box:

Screenshot showing how to add meta titles and descriptions in Yoast SEO

Here you will be able to input the meta title (called SEO Title in Yoast), and the meta description. You can also see that there is a preview snippet which shows you what it should look like in the Google search results.

Once you have finished writing out your meta title and description, make sure to hit Publish to save your new settings.

Screenshot showing how to publish changes in WordPress

All In One SEO

Same as with Yoast, you need to install the All In One SEO plugin first.

Once it is installed, click on the page or post you want to optimize.

Scroll down below the main content area to find the All In One SEO box:

Screenshot showing how to add meta titles and descriptions in All In One SEO

Here you can edit the meta title and description, and see the preview at the top.

Once you are done, hit Publish.

Screenshot showing how to publish changes in WordPress


That’s it for meta titles and descriptions.

If you follow what I’ve shown you here in this guide you are going to have better meta titles and descriptions than most website on the internet and are very likely to rank, as long as you do all the other SEO factors properly as well.

How To Guides Website Tips Wordpress

How to Make a WordPress Child Theme

Code you will need

Functions.php file

(make sure to save it as “functions.php”)

Version 1 (try this first):


add_action( ‘wp_enqueue_scripts’, ‘enqueue_parent_styles’ );
function enqueue_parent_styles() {
wp_enqueue_style( ‘parent-style’, get_template_directory_uri().’/style.css’ );

Version 2:


// register and enqueue the stylesheet.
add_action( ‘wp_enqueue_scripts’, ‘register_child_theme_styles’ );

function register_child_theme_styles() {
wp_register_style( ‘style’, get_stylesheet_uri() );
wp_enqueue_style( ‘style’ );

Version 3:


add_action( ‘wp_enqueue_scripts’, ‘my_theme_enqueue_styles’ );
function my_theme_enqueue_styles() {
wp_enqueue_style( ‘child-style’, get_stylesheet_uri(),
array( ‘parenthandle’ ),
wp_get_theme()->get(‘Version’) // this only works if you have Version in the style header

Style.css code

(make sure to save the file as “style.css”)

Theme Name: Twenty Twenty Child
Template: twentytwenty


Google Ads & PPC Google Ads Course

How to Make a High Converting Landing Page for Your Google Ads

In this video I will show you how to make a high converting landing page that you can run your Google Ads to. I use this format to create landing pages that consistently convert at 15% or higher.

My video on Search Intent (Must Watch!).

Link to the document in the video (with download link of the landing page format example): LINK

My entire Google Ads course playlist

Google Ads & PPC Google Ads Course Online Marketing Tips

The SIMPLEST Explanation of Search Intent On The Internet…

In this video I’m going to give you the SIMPLEST explanation on keyword search intent you are going to find.

This applies for both SEO and Google Ads. If you get this right, you will easily 2X the conversion rate of your Google Ads and website.

Link to the document in the video:…

How To Guides

Why Your Google Analytics Just Stopped Working… [July 2023]

If you’ve just logged into your Google Analytics account and realized that all the data is no longer being collected and reported, this video explains why.

Google stopped support for Universal Analytics starting 1st July 2023, and if you haven’t upgraded to GA4, you will no longer be collecting any data from your website.

In order to solve this, you need to set up a Google Analytics 4 account, and set up your conversions there, as well as link that to your Google Ads account or your Google Ads will no longer optimize for conversions (since they won’t be reporting any).

Watch these videos for how to do everything you need to do:

How to set up GA4

How to set up conversions in GA4

How to link GA4 to your Google Ads account and import the conversions