What do Telecommunications and SEO Have in Common?

By: Jim Green


Telarus Networks, Inc. organized in May 2002 in Huntington Beach, California based on SEO core skills. Its founders, Adam Edwards and Patrick Oborn started as a home-based business, focused on internet T1 service. Leveraging Patrick’s SEO expertise, Telarus, has developed to become the Top Master Agency in the trade; selected by the Telecommunications Association in 2008 and 2009. We highlight in this article, Telarus Inc. as a case study to demonstrate the effectiveness of core SEO skills in business achievement.

I have worked first-hand with Telarus, which powers my own online telecommunications services brokerage, since 2003 and had previously known Patrick since 1999 through the Cognigen Networks Agency. Patrick, as Cognigen webmaster, had learned skills in developing replicated agent websites and mastered search engine optimization as a student of Cognigen’s best agent, Joe Kennedy.

Cognigen Networks was well known as a long-distance carrier shopping system and Patrick developed many websites able to attract customers through his internet marketing skills. Patrick’s SEO skills were obvious from his earlier Cognigen days. He shared much of his knowledge with Cognigen agents in training seminars. Those that listened and followed his advice literally began to dominate the search engines for mostly residential telecommunications-related services such as calling cards, long distance, cellular plans, etc.

As the demand for Cognigen’s core long distance products diminished, Patrick made a decision to change his focus to commercial telecommunications services, initially focusing on T1 and DS3. This is where the Telarus story begins.

By using his existing skills and his residual income streams from Cognigen, Patrick and Adam have expanded their business model to expand well beyond using just internet marketing as a basis for their internet T1 service business. How has this been accomplished?

By envisioning a sales process divided into 1) Marketing and 2) Follow-up/Consulting, Telarus created, now patented, “Geoquote” software that allowed this process to become reality. Telarus created a system which began to produce hundred of new T1 service internet leads online each day through a network of agent-replicated and hand-crafted web properties. Lead Generators, by using as bait, the world’s first and only real-time T1 quote tool, appeal to Internet "searchers" using Google, Yahoo and Bing. Once the bait is taken, e.g., a real time estimate is delivered to an online “shopper,” expert telecommunications sales agents receive the lead and engage in follow-up to consult with decision maker to close the deal. Having seen the pricing, under-qualified prospects will self-eliminate themselves from follow-up after learning that a T1 line is $350 – $1000/month, a service price many businesses and individuals can’t find the money for to pay. This saves innumerable hours to boost productivity and allows T1 service sales agents to concentrate their time on customers who are actually ready to purchase service.

After three years of operations in California, Telarus moved to Draper, Utah in 2004. Once here, many new employees were hired to help maintain the intricate technology that powers GeoQuote and the agent back offices, as well as agent sales support personnel that assist sales agents/brokers in their day to day sales actions. With these new employees, Telarus has been able to develop agreements with many top Master Agents, individual consultants, network integrators, and value-added resellers (VARs) into the “family”. In 2006 Telarus agents produced over $1,600,000 in new carrier business. Internet marketing and core SEO skills remain central to this highly successful telecommunications venture.

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Additional information is available by visiting Jim Green's blog and online commercial telecommunications brokerage for live demonstration of quotes in seconds for internet service – T1 and a range of additional services.

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