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StrengthsFinder API : Benefits of White (Private) Labeling for Coaches & Consultants

What is an API?
Application program interface (API) is a set of routines, protocols, and tools for building software applications. An API specifies how software components should interact and APIs are used when programming graphical user interface (GUI) components.


What is StrengthsFinder?

With over 13 million assessments delivered, StrengthsFinder is rapidly becoming the standard in personality assessment. Over 800 professionals have become Gallup Certified coaches with the platform rapidly the standard for Leadership Coaches across the world.

What specifically is the StrengthsFinder API?

Gallup ® has been extremely progressive, offering the first API of it’s kind in 2014. The Strengthsfinder API allows development web applications or mobile apps around the core assessment. In it’s current state the Strengthsfinder API is considered to be “closed” and requires Gallup ® approval as well as a deposit, limiting it to all but the top firms.

What can the StrengthsFinder API Do?

Currently, the assessment, results, signature theme reports, and top 5 and Full 34 reports are available via the API.

How is the StrengthsFinder API Used to Private Label or White Label?

The primary benefit to Leadership Coaches and Consultants is to offer the Gallup ® StrengthsFinder Assessment in their own branding and on their own websites, eliminating the need to send users to the Gallup ® Strength Center.

Why would you White Label or Private Label the StrengthsFinder API?
You are a Leadership Coach or Consultants and white label would benefit you if:
  1. You want to sell and deliver the Strengthsfinder assessment under your own brand
  2. You want to own or customize the coaching and resources that are included after the assessment
  3. You want to offer your clients a seamless purchase experience
  4. You want to include your own digital courses and training packaged with the assessment
  5. You are interested in establishing yourself as an authority in you niche
  6. You could save time with features like reminder emails not available in the Gallup Strength Center (GSC)
  7. You aim to develop new revenue streams by creating and selling their own proprietary software and applications
Featured Case Study: 34 Strong

34 Strong is a Gallup ® Certified Leadership Consulting Firm specializing in Organizational Development. 34 Strong uses Strengthsfinder as it’s spearhead while working on the area of employee engagement in large organizations such a Bank Of America and Hitachi Data Systems. 34 Strong’s interest in the StrengthsFinder API was establishing themselves as the authority within their niche and automating the delivery of their initial assessment. By offering their own products along with the assessment in their Ecommerce store, 34 Strong dramatically expanded their footprint from a regional company to a global one, attracting orders from all around the world. Check out their implementation here

How do you integrate StrengthsFinder API?
34 Strong selected SearcherMagnet as their outsourced API integrator based on their phased approach and decade of experience in Web and Marketing Technology. There are four options:
  • 1) Have the work done in house
    • If your consulting firm has more than 10 employees, one of them is likely a web developer.
      • PRO: Greater Oversight
      • CON: An in house developer is likely to be a generalist and lack required specific expertise in Ecommerce, API, or databases.
  • 2) Have the work done by contractors
    • If you lack all or part of the expertise in house, you can turn to freelancers, and the options are near limitless.
      • PRO: Flexibility to staff part or all of the job. Low hourly rates.
      • CON: Freelancers in this field typically work on small projects. Trust is also a huge issue, with lots of over-promise and under-delivering.
  • 3) Have the work done by your website designer
    • Many consultants are comfortable with the person that did their website, and turning to them is a logical choice.
      • PRO: High Trust, and confidence that your brand’s style and feel will be preserved.
      • CON: Most web designers outsource their coding to freelancers and almost never have API or deep database expertise.
  • 4) Hire a StrengthsFinder API Specialist
    • Consider the benefits of hiring a firm that has done the integration several times.
      • PRO: No surprises, consistent quality, maximization of all features.
      • CON: Slightly more expensive than other options.

What’s Next? You may be reading this and thinking, how can I get the StrengthsFinder API up and running in my practice today? Unfortunately, the API is currently closed to new users with a projected re-opening date of July/August 2016. If you are curious about the API but not quite convinced about it’s benefit to your practice, consider exploring that with one of our products like Marketing Strategy, Market Research, or Scope Writing.

Be the First To Know About StrengthsFinder API Developments


Top 5 Coaching Assesment Tools & Technology API’s

Delivering client value through Assessments

In a constant effort to provide their client’s value, Leadership consultants and executive coaches are not only wondering if they are using the right coaching assessment tool but are also searching for ways to customize and make the process their own. 90% of all professionals in this field use one or more assessments to cover everything from emotional intelligence, relationship intelligence, social intelligence, spiritual intelligence, and more, including areas such as leadership style, management style, learning style, etc. The feedback and insights gained from these tools have been long considered to be an excellent head start on a coaching relationship and a deeply powerful transformational tool. Once done with paper, pencil and phone, leadership coaching assessments are rapidly being delivered using technology like mobile apps, web applications and API’s.  However, the technology behind leadership coaching tools is still in an early state of development and rapidly evolving. Let’s take a look at some of the top assessment tools, their backers and the technology that makes them work:

360 Degree Assessment Tool

A system or process in which executives receive confidential, anonymous feedback from their management and direct reports, including others who work around them.

Used By: Leadership Consultants, Executive Coaches
Time To Take: 10+ Hours
Market Leader: Qualtrics 360
API: Varies By Provider, Mostly Not
Use: The term 360 Degree assessment is public domain.
Open Source: N/A
Cost: Varies Wildly
Author Note: The 360 Degree assessment is seeing new providers like UK Software Firm Improved Employees, who is offering assessment packs in the low $100’s and offers an open API. This is also the only type of assessment that involves input from other people apart from the individual being coached.

DISC Profile Assessment

Based on the DISC theory of psychologist William Moulton Marston, which centers on four different behavioral traits, which today are called: dominance, influence, steadiness, and consciences.


Used By: Leadership Consultants, Executive Coaches, Business Coaches
Time To Take: 1-2 Hours
Market Leader:
API: Varies By Provider, Many Available
Use: DiscProfile™ and   DiSC® is a registered trademark of Everything DiSC, a Wiley Brand.
Open Source: Open Disc, 100’s of others
Cost: Many free versions available. Others vary
Author Note: DISC has been around for quite some time and saw a recent surge of popularity when used by motivational guru Tony Robbin

Gallup StrengthsFinder Assessment

Web-based assessment of normal personality from the perspective of Positive Psychology. It is the first instrument of this type developed expressly for the Internet. Over a secure connection, the Clifton StrengthsFinder presents 177 items to you.
Used By: Leadership Consultants, Executive Coaches, Organizational Development
Time To Take: 45 Minutes
Market Leader:Strengthsfinder is a relatively new and wholly proprietary technology owned by Gallup
API:Strengthsfinder API
Use:Strengthsfinder® is a registered trademark of Gallup®
Open Source: None as of writing
Cost: $15 per Assessment (Top 5 Strengths).
Author Note: StrengthsFinder is a well designed diagnostic and coaching tool with wide applications even outside its success in leadership coaching.

Meyers-Briggs Assessment

An introspective self-report questionnaire designed to indicate psychological preferences in how people perceive the world and make decisions. The MBTI was constructed by Katharine Cook Briggs and her daughter Isabel Briggs Myers and based in part on the work of preeminent psychologist Carl Jung.
Used By: Varies
Time To Take: ~1 Hours
Market Leader:
API: Varies By Provider, Many Available
Use: MBTI®, Myers-Briggs®, and Myers-Briggs Type Indicator® are all registered trademarks, and they refer to a particular, copyrighted product: the Myers-Briggs Type Indicator assessment tool.
Open Source: Open Extended Jungian Type Scales (OPEJTS) is one example of many MBTI alternatives.
Cost: Mostly free versions available. Others vary
Author Note: Problems with Meyers-Briggs have surfaced in recent years, with criticism labeling it as “pop psychology”, citing concerns about reliability and validity.

Ennegram Assessment

A geometric figure that delineates the nine basic personality types of human nature and their complex interrelationships. While the Enneagram suggests that there are nine basic personality types of human nature, there are, of course, many subtypes and variations within the nine fundamental categories.
Used By: Varies
Time To Take: ~1 Hours
Time Investment: 2-3 Hours
Market Leader: The Enneagram Institute
API: Varies By Provider, Many Available
Use: The term Ennegram is not protected.
Open Source: Open Extended Jungian Type Scales (OPEJTS) is one example of many MBTI alternatives.
Cost: Mostly free versions available. Others vary
Author Note: While Ennegram is not an assessment per se, it is a diagnostic tool used by many executive coaches.

No Assessment

About 10% of coaches do not use any assessment at all.
In our experience, there is no clear winner in the race with many Leadership consultants and Executive coaches proclaiming to be assessment agnostic or only interested in whatever tool suits a given client the best. One thing is clear, that times have changed and so have expectations as far as how assessments work and how they are delivered inside of an organization. The industry is seeing a dramatic shift away from in diagnostic feedback to mobile and web app delivery and reporting.

About The Author

Aaron Opfell is the founder of SearcherMagnet, and help coaches and consultants to gain complete control over how their assessments look and feel from the user perspective by as adding our client’s unique material and experience into the process. Properly executed, a branded assessment can be a key differentiator in today’s marketplace and even bring you new clients. See if we’re a fit today by visiting Aaron’s calendar and booking a time now.

SearcherMagnet Sunsets MyControlClick Software For More Efficient Technology

SearcherMagnet, second company to come out of Hacker Lab in Sacramento, is a direct marketing agency dedicated to delivering internet sales using the latest technology.

“SearcherMagnet reads the market and adapts to new and better technology to serve their clients,” said Aaron Opfell, owner of SearcherMagnet.  “With that philosophy and as the developer of MyControlClick software, we are announcing the sunset of MyControlClick, which is a web application that captures and distributes internet leads via email, SMS, and CRM.  As one of the first in this industry, our goal is to always use the latest technology to generate the best customer lead tools possible.”

After creating MyControlClick, new companies, such as Zapier emerged on the integration side, and Infusionsoft, Hubspot, and Jumplead were just a few competitors on the marketing technology side. “When you work in the tech field, it’s important to know when one of your products should be phased out, only to open the door to new technology that is more efficient — enhancing our clients marketing capability.” “Working with partners will enable SearcherMagnet to grow as a digital marketing consulting firm, said Opfell.”

“Having personally developed most of the code for MyControlClick gives me a total understanding of lead generation technology for our clients. After interviewing 100 digital marketing automation vendors, Jumplead was selected as the single software that best fit our client’s diverse needs. SearcherMagnet will help their clients transition to Jumplead, offering a complete custom configuration of the software for their unique business leads. While seems simple to do vendor selection or account configuration yourself, getting results from marketing automation is another story. Our experienced, consultative and educational approach to the problem saves advertisers time and money.”

For active customers, SearcherMagnet is offering white-glove migration for advertiser accounts with active lead distribution in the past six months to the Jumplead platform. White Glove Migration includes account setup, uploading of historical data, conversion to Jumplead web forms, installation on any website(s) affected and recreation of lead distribution emails.

The MyControlClick service will sunset May 13, 2016.  Affected advertisers should prepare themselves for a complete termination of service and all CRM posting web leads will be refused as 404, after the sunset date of May 13, 2016.

The shutdown affects many (but not all) of those who purchased landing page or website design services from SearcherMagnet. E-commerce merchants are not affected.

Click here if you aren’t affected by the migration but want more info about Marketing Automation.

The complete List of Internet Marketing Services

By popular demand, our offerings have grown. Now presenting the entire scope of services, systems and staffing that we provide in 2016:
Marketing Consulting
  • Strategy Consulting
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    • NYT Bestselling Authors
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  • Social Media Management
    • Software
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PPC Management
  • Search: AdWords Microsoft Bing, Yahoo
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  • Retargeting
  • Cookie Matching
  • RTB / Digital Media Buying
  • Creative Multimedia Design & Development
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  • Most lead generation integraiton
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SearcherMagnet Explainer Video

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Oct acquired By InternetWebBuilders.con

**Press Release**

Alpha Web Hosting aquired by
For Immediate Release

Alpha Web Hosting, a web hosting and domain registrar, formerly a subsidiary of SearcherMagnet, has been aquired by

SearcherMagnet’s expertise and core competency is internet marketing and advertising, and has formed a partnership to provide the level of web hosting and domain registration services that it’s clients deserve. All hosting accounts sold and serviced under the brand have now be migrated to on their dedicated server. Any issue related to your website’s hosting, such as site downtime, appearance or funcitonality, security, billing, or general support or inquiry will now be handled by With this change comes with better security, more reliability, higher quality support, more responsive service and most importantly, up to .5 or even 1 second faster load times for some websites.

There is no change to your hosting plan, domain registrations or billing. There is no action required on your part. There is no site downtime expected. Your existing web hosting account and all related information from now on will be accessible at . Simply use the username and password registered from .

SearcherMagnet cares about a smooth transition and has contracted to support behind the scenes to ensure there is no change in your hosting experience. SearcherMagnet remains the certified experts for online advertising and marketing campaigns, including award-winning graphic, web, and mobile app design.

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Lean Marketing with Adwords

Many people think of Adwords strictly as a direct-response tool for driving conversions. While it certainly does an admirable job of accomplishing this, treating that as its sole function is a disservice to the platform as a whole. One of the most underutilized functions Adwords can serve is Market Validation. Adwords is a fast, affordable and efficient method of subjecting your ideas to a huge audience. By doing this you can gather massive amounts of data, split test variations, and get results on an incredibly short timescale. If you’re interested in this kind of Lean Adwords Marketing, the first step is to set up an account.


  1. First Steps
    1. Firstly, you need to have some form of landing page, offer, or value proposition. This is going to be the actual idea that you intend to validate. Obviously it doesn’t have to be in a final form or perfectly realized, as part of the Marketing Validation process will involve streamlining and refining the idea. However, you need at the very least a place to start from.
    2. Whatever the idea is, it needs to have at least a basic form of landing page. This should describe the idea in enough detail that a potential customer can feel informed about it, and should have a basic form of data capture included on the page. The more fleshed out this page is, the more useful your data will be.
    3. Additionally, you need to have an idea of where your customer base lies. You need some knowlege of their wants and needs. In order to proceed, this will be your “test field”.
    4. With the above items, you will place your idea in front of what you believe to be your ideal customer, attempting to address their wants and needs, and gather data about their reactions.
  2. Get Your Credit
    1. Use the coupon you’ve already received, or feel free to contact SearcherMagnet to receive an Adwords coupon. Google encourages experimentation by granting these trial coupons to Adwords Certified Partner Companies. With this, you’ll receive $100 of free Adwords credit after you’ve spent $25 on an account. This allows you to test out 5x the traffic for the same cost! The individual steps to redeem this coupon are detailed in the video above.
    2. Important note: You will need a Gmail account that is not already linked to Google Adwords in any way in order to take advantage of the coupon. If you don’t have one, feel free to contact to receive a different coupon offer compatible with your account.
  3. Activate An Account
    1. Go to and it will guide you through the initial steps of creating the account. After that, things can get a little complicated. There are a huge number of settings, questions and forms to be filled out. This video is intended to make that process as simple and painless as possible by translating this entire process into layman’s terms.
    2. Set up your:
      1. Daily Budget – Divide the amount you intend to spend over the number of days you are running the test campaign. Our recommendation is to divide the $125 budget associated with the coupon over 14 days, giving you a daily budget of $8.92
      2. Locations – For the purposes of validation, unless you have an extremely compelling reason not to, we suggest you target the United States. Anything broader than this may give you useless data, and anything narrower may not be able to provide the scope you need for your test.
      3. Networks – For validation, you’re going to avoid Display Network, so make sure to disable that option. The Display Network is a fantastic tool, but it can eat up a lot of budget very quickly, and it can be more difficult to judge customer intent.
      4. Keywords – These keywords are going to be derived from your Landing Page. Google should be able to do a good job presenting you with some keywords to start from. Go through and prune the suggested list of anything that you know isn’t applicable to your business.
      5. Bidding Strategy – With this particular use case, you should stick to Automatic Bidding. Once you’ve seen some results and become more familiar with Adwords, you may be able to track some of those trends and use them to refine your bidding strategy. For now, Adwords knows best since all you’re looking for is volume of traffic.
      6. Text Ad – This is going to be tricky, and can easily eat up its own entire video of best practices. For now, pay attention to the suggestions Google makes. There are some things that should always go in the headline, such as some of your keywords.
  4. Test!

Customer Development on LinkedIn

When delving into the arena of Market Validation and customer development, one of the things that can be difficult to remember is that a “failed” validation still gets you a large amount of useful data. This is one of the most appealing factors with Market Validation: even an unsuccessful test yields results. Sometimes this is simply telling you where not to market. You can learn that the people you thought would be your ideal marketplace are in fact not interested in your product. This can give you valuable insight into either changing your product, or altering your targeting to be more effective. A business associate of mine had an experience along these lines that proved that ongoing, iterative Market Validation can truly have staggering results in the long term.

He began by, of course, creating an offer that involved an executive marketing summit to help develop business culture. The goal was to invite people to attend this summit, and then utilize this carefully cultivated group as a potential source of future clients. Based on his offer, he formed the hypothesis that his target audience would be be the highest level decision makers; CEOs, owners, and other individuals at the very top of their company. These would be the people most interested in developing the culture in their business environment, or at least that was the hypothesis.

As he reached out to these individuals, he was overwhelmingly met with rejection. These individuals presented a common set of similar objections. They didn’t even have the time to spend focusing on these aspects of their business, so they certainly didn’t have the time to dedicate to attending a summit based on the concept. Now at this point, you should be seeing how this is just another form of Market Validation. Regardless of the medium, software or method that you use, Market Validation still boils down to the same basic principles. You develop an offer, form a hypothesis, and then begin testing that hypothesis through marketing. At this point, my business associate’s hypothesis had been proven false. CEOs weren’t interested in his offer. Some people might give up at this point. But the key information to take away here was that even with a “failed” test, he gained useful information that he was able to apply to his offer: CEOs didn’t have the time to dedicate to their business culture. So who did?

My associate decided to retarget his offer to the areas within the company who had a specific responsibility relating to the culture of the business, and find the decisionmakers in those departments. This mostly referred to secondary executives in HR or Operations. This is where LinkedIn came in. He decided to alter his medium and begin sending out invitations via LinkedIn, testing whether or not this would have a higher return than simply approaching individuals in person. He sought out as many executives in the right positions as he could find, personalized his message to show he had read their profile, and sent the following with the headline “Exclusive Invite to Attend Culture Summit”:


And what happened? He received a 25% conversion rate. One in every four individuals he sent the message to responded and attended his summit. A lot of individuals might also stop here, but my associate decided to take it one step further. Now that he had access to a good group of individuals who were very receptive to his offer, he continued to do research. He asked them a simple question: Where can I find more people like you?

This ended up leading him to a “secret” message board for individuals in exactly the niche who had responded so positively to his offer. It was an online meeting place for hundreds of potential customers who had shown they were directly interested in his offer, and ideally positioned to take advantage of it. By persevering through “failed” Market Validation, and then pressing his advantage once he’d found it, he ended up with a literal goldmine, custom fitted to his exact specifications. There are many intricacies and strategies to Market Validation, but with the right expertise it can change the way you sell products forever.


Market Validation Hacks Using Digital Tools

Market validation is a concept that is too often overlooked and undervalued in the entrepreneurial community. When moving into the exciting implementation stages of a new startup, it can feel mundane or even counterproductive to stop the momentum and question the idea. Additionally, the methods that come to mind when you think of market validation can be costly and time consuming. In those early days, you probably don’t think you have the time, money or manpower to invest in validating your proof of concept.

That’s where Aaron Opfell’s talk, Market Validation Hacks Using Digital Tools, can be exactly what you need. By leveraging the power of technology to your advantage, you can learn how tools like landing pages, Google AdWords and Google Analytics allow you to refine your product and define your customer in the early stages of product development. By taking these steps early and treating them seriously, you can avoid losing countless hours and wasting piles of money down the line. Every hour you invest in the early stages of market validation will provide a significant return on investment down the line.

This talk was originally given as part of the SARTA Leadership series to some of the most respected and successful members of the Sacramento business community. With funding for business development being limited, SARTA was forced to close its doors, but that has only increased the need for talented members of the community to come out and share their knowledge, skills and experience. Aaron Opfell will be bringing Market Validation Hacks Using Digital Tools to a venue near you shortly, and you can’t afford to miss out on the opportunity. Want Aaron to present for your organization? Request Speaking engagement Now.