Oilfield SEO: It’s Just Like Picking Up 11,000 Acres in Pecos County

The Oil & Gas Digital Marketing Podcast

Reading Time: 5 minutes

“First person to leave a comment about oilfield SEO wins a set of steak knives!”

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Let’s keep this conversation going with one of my favorite subjects; outranking your competitors in Google Search Engine Results Pages (SERPS). It sounds painful and difficult (it’s not). And I assure you leaving piles of cash on the table is infinitely harder than saying your target keyword a few times in an article.

Oilfield SEO.

See? I already did it twice!

Oilfield SEO Transcript

Let’s talk about oilfield SEO. Please, please don’t skip this video just yet.

Yes, SEO sounds weird, Search Engine Optimization, but let’s make it very practical. Let’s go ahead and compare it to the land grab.

Everybody knows how it works in this industry when the land grab is on. When I entered the industry back in 2010, the Eagle Ford land grab was on. You had operators out here paying $10,000 per acre for lease bonuses. These days there’s a heck of a lot of interest in the Permian. Although, that’s the gift that keeps on giving so when is in their interest in the Permian?

But, the way the land grab works is you want to beat your competitors to the punch. Let’s say you have a lead on 11,000 acres out in Pecos County. It’s a $500 per acre lease bonus and you’re going to have to give the mineral owners whatever the royalty is. You’re looking at the offset wells and thinking, “Wow, this is really great production on the offsets. The leases adjacent are producing really well. I know if we can wrap up this acreage before anybody else does, we are going to be making good money off of this acreage for the next 10, 20, 30 years.”

The exact same thing applies to the Internet, it’s just digital. It’s a digital land grab driven by oilfield SEO.

How does this work?

The Great Crew Change is Changing Everything

The way that marketing has always been done in the industry is the way it’s always been done in every other industry. You did trade shows, which still have merit. You did magazine ads and so forth, which still have merit. Especially in this industry.

What you cannot do today is rely exclusively on those avenues to drive business.

Why?

You might’ve heard of something called the “Great Crew Change” or the “Big Crew Change” that’s happening right now. Obviously, the way that business has always been done in the industry is through relationships.

The CEO knew such and such, who knew such and such for 30, 20, 15 years. They trust each. There’s a lot of back-and-forth business and everybody prospers.

Here’s the problem; those guys are retiring. They’re retiring very quickly.

And over the course of the next 5 to 10 years, the gray hair is going to continue to turn over. We know this is an industry. And when that gray hair turns over, it’s going to be replaced by bald guys like me and people younger than me.

And what do those people do, the Millennials, Gen X, Gen Z and all of this other stuff? Where do they find answers when they need things? Obviously, the Internet.

You go to Google, type in what you’re looking for, and – boom – you have it. Now, the problem in the industry we have right now is nobody’s connecting the land grab in the physical world with the potential they have for a land grab in the digital world.

Practically Speaking Oilfield SEO

So I want to make this practical for you. I went ahead and did a little research. Let me just say, Google will tell you how many people – roughly, on average – search for certain terms per month. It’s called the Google Keyword Planner.

In yesterday’s video I talked about how if you do rathole drilling, there are people wanting to know about that. Well, you might not have believed me so I went and did a little research and found some cherry keywords that are just – mwah! – begging to be taken. And, since it’s OTC time I chose to focus on a couple of these categories from the show.

Let’s just look. Alright, this is the first time I’ve used my whiteboard here.

Okay, “measurement of gas flow rate” – 30. 30 people per month search for “measurement of gas flow rate” – that exact phrase – into Google. Now if you sell valves and gas flow rate equipment, maybe want to rank at the top of that search? And maybe you want to get, I don’t know, 10 people per month to your website.

Because not everybody clicks at the top. But in this industry they probably do.

Let’s say you can generate out of that 30… Let’s see your close rate is 10%, so I’m really bad at math and that’s 3. Right? Let’s say you get 3 deals out of that. In this industry, 3 deals can be worth multiple seven figures. All because you do it right online and you get a hold of that sweet digital acreage thanks to oilfield SEO.

How Sweet It Is

All right, “classification of valves” – 40. 40 people a month search “classification of valves”. And you have to think about the psychology of the type of a person that’s going on Google and typing in “classification of valves”. They are looking for a very specific thing. They are looking for a solution to a problem that you probably solve, but right now your competitors are probably outranking you. Done right, oilfield SEO can solve both of your problems.

Another one here, “oil and gas valve symbols”. How helpful could that be if you put together a nice piece of content to explain all the different symbols that are out there in the oilfield? How much could you help? How many relationships could you build if you created a piece of content like that?

“Underbalanced drilling” – 90. 90 people a month search “underbalanced drilling”. And I know very little about underbalanced drilling, it’s been quite a while since I’ve had a quick primer. But, that could lead to all kinds of other conversations about every other type of drilling that’s out there and the services that you provide to the marketplace if you go out there and educate them.

And this is my favorite one, look at this one. “Offshore construction” – 110 people per month search the exact phrase “offshore construction”. You want to talk about figures? Multiple, multiple seven figures!

Mouthwatering Goodness

And I did the research. It’s not just that those numbers are there. When you follow through if you know what you’re looking at in the Google search results, with keywords like this my mouth starts to water because… Oh my goodness!

Anyone could come along and take all of that search traffic. Just like anybody could come along in Pecos County and scoop up that 11,000 acres.

And here’s the beautiful thing. Once you’re at the top of those search results, it’s really, really hard to get you out of the top of those search results.

So, are you going to let your competitors beat you? Are you going to just stand there and let the other people take your market share? Are you just gonna let them waltz around and take up all of your digital acreage?

I know if I was selling these products and services, I know exactly what I would do.

What would you do? Am I wrong, am I right? I don’t know.

Leave a comment below and also you can check the link for the transcript and were just can keep this conversation going one day at a time. If you enjoyed this video subscribe to our newsletter, send it along, whatever you can do to help us get the word out.

Because, yeah, we’re doing this to serve, help to build relationships, and rank for keywords like “oilfield SEO”. And that’s what we want to help you understand how to do.

So, hope this was helpful. And even if you think I’m way off base and you want nothing to do with this whole digital space, I hope that no matter what you’re doing in the oilfield you go out there and consistently apply the basic fundamentals.

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