Fundamentals of On-Page SEO
There's two main components of S E O on Page Seo and, of course, off page. Let's first go over on page S. E O. Out of these, we're going to start going down through all of them. The 1st 1 is user or understanding user intent. There's a few different types of keywords that you'll search for. The first is, let's use these examples. Food, truck parts high costs very competitive. Next one is Ford F 1 50 truck parts. Not as competitive, still expensive, right? And then the high intent words that aren't competitive. They don't get as much traffic. But people in the spending more money is F 1 50 truck bed liner or four ranger seat covers. When users start becoming very specific with their searches, you'll find that you'll get less traffic. But those viewers are much likely to purchase. Have you ever search for something specific that you want to buy on Google? Chances are you have. If you're looking for the new computer, do you just search for laptops? Search for laptops. Chances are you're g...
oing to click on a result. You'll do research, but you won't buy anything. You may then end up finding something that you do want to buy and then you'll start doing more specific searches. Apple Mac Book Ah, Gold Rose or Rose Gold model, Right? That could be a search. It's very specific. No one searching for Apple Rose Gold Mac book unless they're really interested in that model that specific one to buy. If they weren't, they were just type in Apple Mac book or Apple computers. The more specific a user gets, the less competitive it is, the less traffic you'll get. But the much more likelihood they'll be at them by. For that reason, you want to go after the high end Titan keywords, which, in essence, are also like long tail keywords. Now here's example. So Google has this thing called Google suggest, in which you type in a query and little to start suggesting other keywords that you concert for. So if you type in top, Nike shoes will be like top Nike shoes of 2015 top Nike shoes of 2014 and it keeps going on and on. This just shows you what people are searching for. Now, keep in mind. When I created this screenshot here, it was also towards the end of the year. Now we're in 2016. But as searchers ended the year, Google realized that, hey, a lot of people are typing in top shoes of 2015. That's why they also showing top shoes of 2014 all time running shoes, etcetera. If you started doing searches for, like, top Nike shoes and you're doing in the middle of the year, chances are you won't see 2016 15 or any of the queries in there remained of being top Nike shoes for basketball. Top Nike shoes for baseball whatever season it may be in right sports wise. So search intent of users also changes over time. When you do your keyword research to try to figure out what cures your target. One tool that you should start off with its cured planner. It's from Google. It's free. You type in some keywords. You just have to log in and they'll show you some suggestions. Waterproof digital cameras. They give you other cute ideas. Best waterproof digital camera, waterproof digital camera reviews. You'll also see some head terms like best digital camera, best digital cameras, digital camera review the seed. Keywords are much more competitive there, almost like head terms. The long tail ones again are less competitive. They get enough traffic. But the intent is really high, as you can see from the bottom three keywords. The volume average monthly searches 1,323, and their competition high. The ones above them get a lot less searches to be 93 22 60. Although the competition says hi, it actually isn't from a paid perspective, it is high. But from organic perspective, it isn't as high and as you can tell from the cost per click suggested bid some of those cameras, like best waterproof digital camera. It's 84 cents a bid, 72 cents for the one below. The if you want just pay for best digital cameras, you only pay 57 cents. What this tells you is, the more people are paying, the more money they're making. This date is all free. When you do your keyword research in S. E. O. The last thing you want to do is optimized for cures that don't generate an income. Chances are when you're doing bidding and trying to find keywords or paid outs. We're not really gonna go over. Many paid out today. But when you do these paid ads well, you'll see, is the ones that are more expensive. Forget the voice just more expensive for click. That means those keywords convert better. So you want to go after the ones that convert better, because then you're generate more sales. Everyone thinks that marketing and I seals a traffic. Sure, it's a traffic game with keywords or converting, but you don't want to be focusing on Cuba's. They get a few 1,000,000 visitors and don't generate any money. I was working with the start up years ago, and this startup, without mentioning their name, had around 5 to 6 million visitors a month. Unique people Look at that, if you like. Oh, wow, this is amazing Company. This company must be crushing it. They must be making a ton of money. Can you guess how much money they're making? Zero. You would think, Wow, these guys must be making millions of dollars a day. They were actually probably burning millions of dollars a month on their server bill, all because their traffic wasn't relevant. It was an image site and this image site. People are just clicking on these images. Upload Ingham, storing them on this site, and they weren't making much money at all. Eventually they put on ads, and they're making income more than they were spending. But these visitors weren't worth much. If you had half a 1,000,000 people coming to a camera website every month, you would make way more money that made it. That just tells you that traffic is everything that's about relevant traffic, and that's why I'm pushing you towards a long tail. Keywords. If you look at this craft right here, you'll see that which shoes shoes would be ahead term more competitive to three word phrases like men Shoes more not as competitive, costs a bit more than shoes, and then you start getting too descriptive phases Red Nike men's running shoes right? That converse really well. One of my buddies, Mike I was helping him designed shoes from Nike the other day when he was doing a search because he was trying Teoh find images that are like cool Nike shoes. He goes into the gym and he goes into not like a Fitness or L A fitness. He goes into a gym where there's, like real bodybuilders and some of these body builders air so big. They're outfits are like a Superman shirt or they'll come in tow, like with a Spider Man costume, like a real cost you and then they'll be bench pressing £500. So Mike isn't as Buck. He's a psych man. These guys, they just look way more weight than me. And I can't wear Lululemon because they were all these other clothes They're gonna think I'm a princess was like, All right, what do you want to dio is a dude. You've got good style home. You find Nike shoes really good ones? Because I want to walk into the gym and I want everyone to be like Neil or I'm Mike's fly. Where'd he get his kicks from? So this guy walks in, he normally where there's like, red shoes. He had, uh, gray slacks with green Nike checks, and he had Ah, I think it was like a black shirt. And I'm like like your color combination just doesn't go like you have a girlfriend. Just ask her and he's like Oh, my girlfriend's not there. So I helped him, and I realized that I don't have the best style, either. But what? We did this. We started searching for red Nike men's running shoes. Grey Men's. You know, Nike shoes, Rod, whatever it may be. And we ended up finding images for all these types of shoes we tried creating. Um, we cut it, went back to Google. Then we found when were doing all these descriptive searches. Even though we can't find the proctor Nike, there is a pose and other shoe sites like that that we just found a lot of shoes. Her. I'm like, Oh, let's just go by existing ones. But it shows you that's user intent. He knew what he wanted. He's done a ton of searches for Nike shoes, never bought what's. But when he goes that specific, he's much more likely to buy. When you're looking for these long tail keywords, you can find him in two ways. One type in any key word right for a product page to school all the way down at the bottom, and then you'll see suggestions, Keywords. That's how you find them. We already discussed the suggests where you type in the keywords and you'll notice that drop down that appears there and they'll give you more suggestions. Remember the Nike shoes Top Nike shoes of 15 4014? Whatever. It may be all the way to the bottom where it says related keywords to premium headphones. And they even highlight bold in essence, premium headphone brands. Zune Premium Headphones V two. Google here is telling you what keywords are related to that phrase right there. So if you put in these other keywords within your content, you'll also start reading for these relevant terms as well. Here's another way. Baking right plus power by Voltan More or V bulletin powered by V bulletin. When you type and you're doing these types of things thes types of queries, you'll find active form boards where people ask questions. See, when you do a search, you're doing a search to buy and also toe learn. When you're asking question this like or are so popular you're typing in Who is the first person on the moon? Right? Neil Armstrong of who scored the most three pointers last season. Or who has the who scored the most three pointers throughout their whole career in the n B A. And you'll come up with, like Ray Allen, right? So people are doing all these queries to find specific answers. When you use this formula baking plus powered by V. Bolton, you'll find all the forms where people are asking questions. These questions will help you determine what content to write about. And here's example, right, you're typing that in your going in tow. Mawr. You're clicking discussions. You're trying to see what que innate are topics or threat that people are talking about. And this will all help you determine what kind of keywords content to start creating. You can also use a tool called S o the L E. I would tell you what the name is, but I never knew how to pronounce it. That's another lesson. If you're going to come with the domain name, make sure people know how to read it. If someone has a problem reading it, I don't know how they're going to tell their president. Oh, yeah, Check out my new company. What is it s o v l e dot com. Check it out. It's really good. Well, What? What is it? What was again Exactly If people don't right, they're not gonna end up getting it down. So make sure whatever you end up doing that or whatever name you end up picking, people are going with the right ones. The other thing that you can end up doing is using ECM Rush. You will have competitors, right? Even if you don't. Even if you're looking to learn, you can still type in a euro of the industry that you like, or a block that you love or a site that you keep going to. Whatever it may be, SCM Rush will tell you all the keywords the sites rang for and their position. They even estimate the volume for those keywords. And this will help you determine what your competitors air raking for. If your competitors ring for a keyword that keyword and striving a lot of volume on the cost per click is high. The cost per click now doesn't mean that they're bidding on that cured. It just means that they're high. That shows you that that key were probably generate sales. If it drives traffic, it's a long tail, and there's a high cost per click. It's typically a good keeper to go after, for example, how to get more followers on instagram. Good volume, decent cost per click, but not that high. You know what that means? A lot of traffic. Very little sales. Another key word. Right? Business quotes, position. Traffic not as high, decent costs converse a bit better, but not that much. Now if you look at another one. Omnichannel er, Decent volume. Decent rankings. $5. cost per click. What does that say about that keyword? It converts, and I know that's ahead turn, but it's a name of a company. So when people are typing that in there, usually looking to buy a product from that company, that company is now owned by Adobe. But that keyword in and of itself is for a product that they sell. That company mainly sells one product, and they call it Arm Nature. So it just shows you that that keyword is lucrative. Some will be long tail. Some will be head terms. Not all the keywords air we're targeting. What you ideally want to look for again is something that's long tail, so multiple words like 34 key words in there Good traffic and high cost per click those the ones you should focus on work first. Another thing when you're going into cured research is something called L S I leitess semantic indexing. Now with Ellis, I Google brakes on keywords in different ways. Think of it as it the saurus. When you do a search for something, anything doesn't matter what it ISS. When you do a search for something, you'll notice that Google Bold other relevant keywords on that page, for example, royalty free pictures. Three photos. You see how photos is bold ID? It's Google saying that photos and pictures to user are pretty much the same word, and they're smart. They're smart enough to determine that apple. When you type in Apple, it could mean that you're looking for the red apple that you eat or you're looking for Apple computers, and they're able to figure out a user's intent based on their patterns. Previous search data, etcetera. So when you're putting keywords within your content, your metadata, which will go over next, it's really important to know that if you can't put in the right key word if you can fit in a relevant Cuban and it flows better. That's fine, too. So now let's get into metadata. There's a few types of metadata, better descriptions, title tags. You can even gettinto. Like all tags, you could get into title tags on the images. So let's first start with description tax. When you're doing a search, you'll see description tags. And when you're doing s CEO, people say, Hey, I want to create a meta keywords tag. The meta keywords tags don't matter. They don't look at it anymore. Avoid him. It's just a waste of your time. But the meta description tax do hope. So here's example. How to educate a child at home This the highlighted in red? That's a meta description. That's what people are clicking on. That's what people are viewing there. Also clicking on the Tylers. Well, they look at the girls, but they're keeping track of everything. And according Surveymonkey, 43.2% of people click on a given result based on the meta description alone, because who wants to just click on a result based on the title? Whether you're doing this on purpose or not, where your mind is saying is skimming the page, and it's saying, Hey, this result is somewhat relevant. The description looks somewhat attractive. Let me click through and see if the pages relevant. If not, you're gonna click the back button, go to searches all and keep going down. That's also how Google figures out if the pages relevant for that keyword. If you click on a result, you go to the page within five seconds, you bounce back, and everyone else is doing that, too. It tells Google or being that, Hey, this page shouldn't rank as high is creating a bad user experience. If people keep searching on Google and they don't find what they're looking for, they're going to stop using Google. So with your meta descriptions, try to keep him under 150 characters, including space. If you keep them even shorter, like 113 characters 100 that's really good for mobile. If in the B two B sector, what you'll see is that most people don't use mobile and other popular, but be to see everyone's on mobile. So depending what you're going for, you could make him longer shorter. You also want to make your keywords in there, like in the description that the flow that to be attractive, don't just shove the description with keywords and not have a really solid sentence. For example, if I'm Colonel Ring for digital photography, I wouldn't just put my cures as digital photography, photography school photography lessons, camera camera advice, camera reviews, period. I would be like, What's that? I don't want to click through that spammy. But if I read a meta description that said, um, 101 tips on how you can become, uh ah, thriving digital photographer, right, that's a bit short, but nonetheless, that's a good start of a description. And then you can add in another sense, since after that, um, you know and get your free e book that breaks and how you construct your own digital photography business, whatever that may be. Let's say that your whole meta description maybe not the most appealing. But that's way more appealing than just having a ton of keywords separated by commas, which the page title as you can see your ink website Review tool, 65 characters are under. Keep the key word used keyword phrases and make sure you have a unique title per page. Same with your meta description. Actually, any of your metadata has to be unique if you keep using the same metadata page over a page. Google has this thing called search Council. Have you guys heard of it? It's a free tool by them For one masters. It'll outline all the pages on your site with duplicate titles and meta descriptions. Do you think that they would outline all that and tell you Hey, this is the air you need to fix it. If they didn't want you to Of course not. Google wouldn't go through the hassle showing you that data and telling you it's an error that you need to fix it. If did it impact your rankings. They're trying to make s CEO easier for you, right? So if you can see also when you do searches websites with the keyword closer to the beginning doesn't always have to be at the beginning. Tend to rank better. So the 1st 1 back winkle on Page Seo. That is best for us. You, the Forbes article, the nine on Page Seo elements you need in 2014. It's not too bad Forbes has more domain authority than back lingo again to domain authority when we get into the back linking section. But Back Winkle ranks better because other factors contents better. Maybe more links that one individual page, the keyword at the beginning, higher click through rate. He probably has a hard click through rate than forms to, because if you're reading, if you do a search for on Page Seo and you saw this Forbes listing as number one, would you click on it? Probably not, because we're in 2016 in that title says 2000 and 14. So you're like, Oh, it's outdated. But if you don't have the data in there, the result is good keywords in the front, you're much more likely to click. You can also add modifiers to your searches to like in Your titles. 2015 Best Guide Review. All of this will help with your long till such a search Traffic best movies on Netflix, right? If you look at this, digital trends rakes someone. Best movies on Netflix streaming now December 2015 dot dot dot is probably 15 and onwards, and it follows them. I'll keep updating that page. So that way each month it's relevant. If you don't, people are probably going to start Stop clicking, do the fact. Then Netflix keeps updating their index of contact. So you also want to include keywords in your title tags by two wheeler online. That's exact phrase. I did a search. I couldn't find anything in the meta descriptions about buying two wheelers. So if someone was trying to solve two wheelers like a little, it's a little item for kids when they want to start bicycling around and they put that all in there, they're going to get way more cells in any of these guys. So look for areas that aren't competitive. When doing this, Every element that we discuss counts from the title to the domain name to the URL. Every little thing, even the date you'll look at a day, and if it was created in 2010 you're less likely to click on it. Sure, a lot of people don't look at the date for some do it all adds up. Here's all tax with all tags, you want to use all descriptions or pedal tax again. If that's a shoe diesel long term gunner sneakers. You want to make sure you're all is relevant. You don't want to just put diesel shoes if you put diesel shoes. Best generic people concerned diesel shoes all day long by putting diesel Long term gunner sneakers. You're also running for diesel sneakers and diesel gutter sneakers. Diesel long term governor sneakers, all examples. S E O. A lot of it comes onto copyrighting. If you can create creative text that you would want to read, click through whether it's just in the title on meta description or the content on the page. All determines how much traffic you're going to get. In essence, you want people to click. If you don't get people to click, your rank is they're going to go down. If you get more people to click, they're going to go up right. I'm not sure what you can offer with the first result. Second results a bit more. The result. All right, I get it. You saw ukulele. The 1st I don't know. Nonetheless, it just shows. Hey, you can ring for a lot of other factors, but overall, in the long run, the third result will go up to number one because it click through data will become stronger and stronger, and eventually no one's gonna quit on the 1st 2 So the third site is going to capture the 33% of the traffic that we discussed earlier. When you're creating compelling copy, you are much more likely to rink. If you look at diet plans, weight loss and diet plans find healthier diet plans. It's not that bad, but the 2nd 1 20 day that day or day that burning diet and meal plan that site is it as authoritative as WebMD? WebMD has more links, which will get into later on. But that's why the second sight, uh, that's the second site ranks number two and not number one, but eventually they will rank number one. So it's getting to headings, headers H one to H three. Think of it as in subsections of a book. This is just code. When you're reading a block, post block posts are broken down into sub sections, and headings are those things that you can use to break him down Subsections. You also want to look at you or else people look at you girls when they're surging, and Google takes that into account when they rank sites. Here's an example you don't want when you're looking at these girls, you want cured rich, No extraneous characters. The shorter, the better. And you also want to use subdirectories over sub domain names. So the last example. Not a good girl. The first example. That's a good girl. So as you start getting worse and worse, your ranking start going down and down. Here's examples. Good you are else so quick throughout my blawg hub spot. They have categories. Keywords, modifiers. All helps. You rang for a long tail stuff with your girls as you rank what you'll notice. Sometimes they'll change. You'll change the name of a product or section. That's okay. You can always thrill one. Redirect it to the new page that will you keep all the juice. You keep your rankings. You can also do Ralph can Ah Nichols, in which you're telling Google. Hey, this page is old page, But highlight this other pages has original continents. The new product. It's another way toe. Make sure juice flows through and the right you're all ranks so that we had the wrong page where no one's buying isn't ranking. You can also consider https. Https is a secure protocol. Surgeons. They're putting some weight on it. Not a lot of some. Now, let's get to say architecture. So here's example of most sites home page category pages and then detail pages you want across link. You want to keep your links to less than 100 per page. Sometimes you go over and that's okay. You want to keep relevant links within the content. You can. Adam, in the sidebars you want to know, follow irrelevant links. This will help you crossing your pages and get more of em Index and Google. Just because you have 200 pages on your website doesn't mean all of them will get index. But when you cross link and you include the right amount of links, if you don't have 1000 on a page, they probably won't call. But if you have 100 or less, have a higher chance of getting all your pages index. Here's an example of ah, good side architecture, home page category, brand pages, articles, blawg, and it keeps getting divided. You can also lead to your site map. Ben robots that txt file This will all ensure that your ranking and you're getting more pages index, you can use Google Search console, which is their tool to see how many your pages are also getting index. You can also start using pagination, right next previous. You see this with blog's, it also helps. And as we discuss, you also want to create site maps. Same maps is a place for someone can go like a search engine and find all your pages. You can have a text based version with users. Don't really look at and you can have XML version which search engines do look at so you can create a XML site map if you don't know how, just, uh, check out the yos s CEO plug in which are covered in the next green. And you can submit that to Google Search Consul, and then they'll start indexing all your pages and tell you how many did they crawl? Have any of the day decide to index and how many did they ignore? Here is the yellow Cosco plug. And if you have wordpress, you just submit your site map to it and you'll start seeing more pages index, which should help you get more traffic. So call ability. Now that you got your pages index ever site is incredible, you won't get high rankings, right? What is Crawl Ability, Crawl ability refers ability for surgeons to crawl through the entire content of your site a precise, easy to navigate, and they conceal the pages not just from a site map, but when they go to your home page, there's a much higher chance that all your pages will rank higher. If they are, and you're using things like flash and videos that they can crawl, you'll find that your rankings won't do to. Well, The last factor before we get into Link building is page speed. Page B makes a huge impact, not just on rankings but also in revenue. Here's the consequences of one second delay. 11% less fewer pages on average, 16% decreased customer satisfaction. 7% loss in conversions. That's huge if you're Amazon and you delay one second less and you were $300 billion 7% adds up. You'll do whatever it can or you can to ensure that your site loads fast with speed. It really matters so much so that Google even has tools like the page speed tool. And the Google will tell you Is your page performing well from a speed perspective, Is it performing poorly and they even tell you how to improve it? You should check it out. One second makes a huge difference. So here are 10 things that you can do to speed up your site. Minimize. Http. Requests reduced server response time. There's a lot of optimize images. Optimize CSS delivery. Some of these things are complex and that's okay. If you don't know No worries. I don't even know how to do some of them. I have a developer do it. What I just do is I go to Google Page speed type of my euro and Google tells me what speed changes I need to make. I take that Goto islands and I find someone I say make these changes to my website under usually like okay, and it costs 30 50 bucks on my site, loads faster