1. Discover how a $1M client deal can come from just 140 monthly searches.
2. Learn the real difference between Google Analytics and Google Search Console — and why both matter.
3. Find out the one productivity hack that’s helped Nick stay focused working solo from home.
4. Hear the biggest SEO mistakes that most businesses make — and how to avoid them.
5. Grab a free guide packed with two decades of SEO insights you won’t find from generic blog posts.

Nick's Valuable Free Resource (VFR):

https://opticsin.com/newsletter/

SEO expert Nick Musica reveals how to turn digital visibility into real business results — even with tiny search volumes. Learn the two tools every site needs, how to stay focused as a solopreneur, and grab a free resource to avoid costly SEO mistakes — all in just 7 minutes.

02:40 – Ideal clients: either high-volume product businesses or high-ticket service providers chasing “million dollar queries”.
04:30 – Problem SolvedThe core problem he solves: getting businesses visible at the moment of search and converting that visibility into meaningful action.
05:50 – Valuable Free Action (VFA): Add both Google Analytics and Google Search Console to your site. Search Console gives you direct insight from Google — think of it as the Batphone for your SEO.
07:20 – Valuable Productive Action (VPA): Use 30-minute sprints with a timer, minimise digital distractions, and protect your solo work time like a pro.
09:05 – Bonus Material: The secret to SEO success? Just get started — even imperfectly. Progress beats paralysis every time.
11:05 – Valuable Free Resource (VFR): Nick’s “10 SEO Mistakes to Avoid” - no fluff, just clear, actionable guidance from 20 years of real-world experience.

(Note, this was transcribed using transcription software and may not fully reflect the exact words used in the podcast)

Welcome to the Goalbusters Expert Peak Productivity Tips podcast, where top business experts get just seven minutes to answer five rapid fire questions about what they do and how they stay productive.

Each episode is packed with actionable insights to help boost your efficiency and achieve your goals. Let's dive in and unlock the secrets to peak performance.

00:22 ROBIN

Well, hello everyone. My name is Robin J. Emdon and I'm an accountability coach and the author of Get Resultsology® - The Science of Getting Stuff Done! I work with people who run their own business, no boss, distractions everywhere and never enough hours in the day.
Together we cut through the noise, sharpen their focus and follow through on the big ideas that actually move the needle. That's what I call the momentum formula.

Do it today, profit tomorrow and repeat!

So if that's the kind of breakthrough that you are looking for, then you're in exactly the right place. 

And speaking of being in exactly the right place, I am delighted to welcome our guest expert today, Nick Musica.

Nick is the founder and CEO of Optics In, a digital marketing agency based in Carlsbad, California, specializing in SEO and web design. With a career spanning back to 2003, Nick has helped organizations of all sizes boost their online visibility from startups to nonprofits and everything in between. He's the co author of When Search Meets Web Usability, a recognized speaker at events like SMX and ClickZ, and formerly taught user experience at NYU. Nick brings clarity, strategy, and impact to digital growth.

Nick, welcome to GoalBusters!

NICK
Howdy, Robin. Thanks for having me.

ROBIN
You're very welcome. Did you see how I remembered to say click z and not click zed showing off my Britishness?

NICK
I did notice.

ROBIN
Yeah. I was quite impressed I caught that in time. Whereabouts… so we've established you’re in California. What time of day is it for you?

NICK
It is approximately quarter after nine.

ROBIN
Oh, lovely. And I've already found out because I frisked you virtually to see if you've got coffee, and you have. Good on you sir, well done. I like the cut of your jib as they say. I'm waffling on, shall we do the questions?

NICK
Let's do it.

ROBIN
All right, I'll get the clock up on the screen And there it goes. Nick, could you tell me please, who is your ideal client?

02:40 NICK – Ideal Client
You know, it's one of two folks who show up. It's either folks who have a ton of volume associated with their products. Like I have a health and wellness client that just wrapped up and they have a tremendous amount of volume in the space. And so with that volume, when you get that search volume and you have the product volume, you tend to get a very good result for what we're talking about, for being founded via SEO. The other client that I like is what I refer to as the million dollar query.

So there are some folks who are out there. The nature of the business is not a lot of volume, but the value of their product is quite a bit.
And I had one of these folks show up about six months ago, and the conversation I had with their salesperson sounded something like this.

Our average cost I'm sorry… our average value of a contract is two hundred fifty thousand dollars And so I kept repeating that back to him, and I can see him getting a little twitchy. He goes, Nick, got to stop you. Know we gave you that number. But we have clients with contracts that can go up to a million dollars. Oh, you literally have a million dollar query out there. That's fascinating. Meanwhile, the product, the head term gets about 140 searches a month.Only a 140. But the value of those searches are tremendous. Right?
So that those are the two types of folks I like to work with.

ROBIN

Fascinating. And you've covered quite a lot of ground there on the problem or problems that you solve, but I'm sure you solve a lot of problems. Do you want to expand on the point a little bit more?

04:30 NICK – Problem Solved
Yeah. It really comes down to visibility.

There's folks who are going on Google, Bing, name your favorite search engine, or these days it's now an answer engine.
But the idea is to be found at the time of query or prompt, however you want to use the language.

I love SEO because of this. You didn't exist before someone put a query into their machine. And then magically, you're part of the consideration set. Now, you're something for someone to think about. You're solving a problem for them that they just searched for on whatever platform they're using today, SEO, answer engines.

Our job is to get people that visibility to be there at the time of need and then get people down on the path to click add to my cart or submit for a discovery call or whatever the next action is, the next call to action is.

ROBIN
Fascinating, fascinating. It sounds like a lot of expertise needed there and you're providing a very valuable service. Thank you for sharing that with us, Nick. So what is one valuable free action that our audience can implement that will help them to solve the problem in some way for themselves?

05:50 NICK – Valuable Free Action (VFA)
Yeah, I would highly, highly recommend everyone putting these two applications on your website. A lot of folks have Google Analytics. That seems to be a given for most folks, but not everyone. If you don't have it, please do it.

But the other one that about half of the folks who show up to my door have is Google Search Console. So back in the 60s, was a show on TV, Batman, and there was a big red phone the commissioner would use to call it Batman. That is Google Search Console. It is your direct line to Google.

It's sort of like a one way. They tell you things for the most part. There's a little bit of back and forth, but it's mostly them telling you things. It's our view of your website through our lens.

You can't get any clearer than that.

And that information that you get from that is actionable, which is fantastic. Action is various forms, but the result is always more visibility. So a lot of it's technical, a lot of it may be copy, but any way you slice it, it's direct from the source. So get those two applications on your site, Google Search Console, Google Analytics, they're both free.

ROBIN
They are indeed. And that's a very fascinating insight into the power and the difference between them. Thank you so much for sharing that with us, Nick. That's a great free tip. So now that we have a better understanding of what you do, let's dive briefly into GoalBusting focusing on how to maximize productive time to achieve business goals. Nick, can you share any tips or advice for someone looking to improve their productivity habits?

07:20 NICK – Valuable Productive Action (VPA)
Yeah, I have found for me working for myself, by myself, in my own office, you would think there's not a lot of distractions, but they are everywhere.

Everywhere. Right? The sound outside, the noise coming up downstairs, the cats who want to feel like… everywhere. Right?
And so what I have found is two things, really three things. One, having a big goal. I'm looking to accomplish X. If you don't have a goal, anything is a good distraction.

So you need something you're going to accomplish. The other thing is work in thirty minute increments. Heads down for thirty minutes doing a thing, take five minutes off. Thirty minutes and five, thirty minutes and five.

Set the timer.

Literally set the timer. Manage yourself because no one else is. You don't have a boss. You are your own boss and there's a lot of responsibility with that. Or you lose the privilege potentially.

The other thing is this little devil is terrible. It's terrible. It'll give you all the things you ever wanted all at the same time. All the phone calls coming in, all the texts coming in, all the alerts coming in. 

Stop it all. Stop it. Use it as a phone.

Go through your alerts. Kill the ones that are not completely one hundred percent necessary. Get off social. Either social is part of your job or it is not part of your job. If you can't get off of it, give yourself to set a timer, five minutes, and then get off of it. But you need to be very hypervigilant about how you spend your time. The value of your time and the best way to use it is your friend or the opposite.

ROBIN
Fantastic. One final question is what should I have asked you today, Nick, that I didn't? Your answer, please.

09:05 NICK – Bonus Material
Yeah. People go, well, how do I get started? SEO is so hard. Here's basic thing.

You need to get started on something wherever the easy spot is for you. If it's technical, great. If it's copy, great. If you're good at PR, great.
But you need to get started someplace. Don't be afraid of doing it wrong. Be afraid of not getting started.

ROBIN
Perfect, thank you. Look at that, you did it in exactly seven minutes. I absolutely love that. And now I'm gonna break my own rules and circle back to your last answer, which was superb about productivity. I completely agree with The digital dopamine in your pocket is what we call the phone.

Describe perfectly a technique called Pomodoro Technique. It was invented in Italy in the 80s by a student who was struggling to organize his time. Hugely powerful. I call them my POMs.

How many POMs am I going to get done today? I count my day by POMS and that breaking up you know thirty minutes, twenty five minutes, twenty minutes whatever works best for you. Such good advice. Thank you so much for sharing that with us.

It's great to hear someone who is in the same boat as me. You work at home. You're right about distractions. I physically cannot count… especially when you count the digital dopamine thing how many distractions are just within like two feet of me.

Just ridiculous. Absolutely ridiculous. And no wonder people struggle to get things done. So thank you so much for sharing those and thank you also for sharing your insights with us today.

Fascinating actually, this SEO is probably one of the hardest things for most people to get their head around and you do need an expert to help enlighten you. So thank you for sharing that with us today Nick. 

I have one final question which is a very important one which is how can people reach you because I'm sure there's many more insights that they would love to get from you and speaking of which is there like a valuable free resource they could get from you? I always say it's a cheeky question, but it's actually a brilliant way of getting a taste of a flavor of the kind of things that you can do for them.

11:05 NICK – Valuable Free Resource (VFR)
Yeah, absolutely. Thank you for that. So folks can go to opticsin.com or if you're feeling adventurous OpticSin. They all go to the same place spelled the same way.

And if you go to Opticsin.com/newsletter, give them your name, me your email. I'm going to send you ten mistakes about SEO that you should avoid. And here's why this is important.

It's because if you were to search for anything online about SEO, you're going to come up with lots of content. Let's say you come up with three articles. You're going to get at least four opinions about how to do something. And they are out of context.

They are five hundred to a thousand words of out of context that may or may not have anything to do with your website.

And what I've taken is the ten things that I've seen clients making mistakes over the past twenty something years and put it into one document where it's, if you want this result, here are the ten things you should be looking for. It's fairly simple, clean, not overly complicated. It is actionable.

ROBIN
Yes. And I want to add to that and please feel free to disagree if I'm wrong. But the beauty of a specialist like yourself is they're often usually out of date as well. You have to stay up to date, which is what you do for a living and the rest of us just don't have the time or even the knowledge or the inkling to do. It always is advisable to find someone whose job it is to keep up with the changes that are being made almost daily, aren't they?

NICK
Yeah, that is the job.

Else I don't bring value. If you're coming to me and you know all the things, if you know more than I do, that's a problem for both of us.

ROBIN
Yes. I could probably give you a run for your money on SEO in 2008, which means I'm like an antique, you know, not a clue, not a clue! That might as well been the Victorian era. It's just changed so much.

Nick, it's been brilliant. Thank you so much. I've really enjoyed our brief conversation today. I feel like I've learned loads.
I feel like there's loads to learn and I'm very pleased to have met someone who I could probably learn quite a lot of that from.

NICK
Thank you, Robin. Thank you for your time.

ROBIN
You're very welcome. Thank you for your time today too. That's Nick Musica everybody. And please everybody remember, keep GoalBusting, make your future self proud.

Bye bye.

OUTRO
Thanks for tuning in to Goalbusters. If you're enjoying it, please subscribe, rate, and review it on your favourite podcast platform.
Your support is very much appreciated!

And if you're ready to boost your online profits, skyrocket your productivity, crush procrastination, and see a positive change in your bank balance all within just thirty days, this is your opportunity

Take my free five day challenge at skyrocketyourproductivitychallenge.com

Robin J. Emdon is the creator of GetResultsology®: The Science of Getting Stuff Done!, a research-backed system that helps solopreneurs beat procrastination, build momentum, and follow through on what matters most.

Robin was one of a small, invitation-only group selected for an intensive life-coach programme taught by Tony Robbins* and his faculty in 2001. The training was meant to prepare them for roles at his organisation in San Diego, but when that opportunity changed Robin stayed in the UK, launched his own life-coaching practice, and later stepped back to raise his two young sons.

Known to clients today as The Procrastination Slayer, Robin had a face-palm moment in 2019 when he realised it had taken him ten years to finish a six-year degree. That wake-up call launched his mission to master procrastination.

During the Covid lockdowns in 2020 he discovered that researchers had published more than 900 studies on procrastination in a single decade and pulled the most practical lessons from the strongest research and leading books to shape his momentum formula:

Do it today, Profit tomorrow, Repeat.

Peer-reviewed research from the Dominican University of California shows that working with an accountability partner can raise goal-achievement rates by up to 33 percent, a finding woven into every GetResultsology® plan.

Robin hosts The GoalBusters Podcast, now past 100 episodes, where he talks with fellow solopreneurs and uncovers the real-world productivity tactics behind their success.

From South Devon, England, he coaches clients worldwide, helping solopreneurs, creatives, and other no-boss professionals turn scattered effort into consistent progress and profit.

Want an engaging guest who sparks action or an accountability coach who keeps you on track? Book Robin for your show or request coaching details.

*Tony Robbins and Robbins Research International are not affiliated with, and do not endorse, GetResultsology® or its services.

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