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|Topic |Presenter |Summary |Duration|
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|Body Copy |Click Minded & Steve B.|This video is from a Marketing Team Training session and covers multiple topics from the Click Minded SEO course.|52:26 |
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|Image Alt & Filename | | | |
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|Site Architecture & Silos| | | |
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|Link Neighborhoods | | | |
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|Freshness/Recency | | | |
+-------------------------+-----------------------+-----------------------------------------------------------------------------------------------------------------+--------+00:00:11.010 --> 00:00:13.350 So Next up is body copy,00:00:13.350 --> 00:00:15.830 so body copy is just the fancy way to say00:00:15.892 --> 00:00:18.385 the rest of the text on your page, right?00:00:18.385 --> 00:00:20.995 Search engines have a very hard00:00:20.995 --> 00:00:22.300 time understanding document00:00:22.372 --> 00:00:24.550 relevancy if there's no text now,00:00:24.550 --> 00:00:27.148 the biggest culprit I've seen around00:00:27.148 --> 00:00:29.940 problems with on page optimization or00:00:29.940 --> 00:00:33.370 document relevancy is not enough body copy.00:00:33.370 --> 00:00:35.050 This is a tight kind of line.00:00:35.050 --> 00:00:37.516 You have to walk because there's.00:00:37.520 --> 00:00:38.330 You side of the spectrum.00:00:38.330 --> 00:00:40.255 One is like people like over minimalist00:00:40.255 --> 00:00:41.938 design and they don't want to have00:00:41.938 --> 00:00:43.662 a lot of text and the other one00:00:43.662 --> 00:00:45.300 is people who spam way too much.00:00:45.300 --> 00:00:47.512 So my general rule of thumb on00:00:47.512 --> 00:00:49.909 this is about 100 words per page.00:00:49.910 --> 00:00:52.318 Now you can absolutely get a page00:00:52.318 --> 00:00:54.598 ranking number one with less than00:00:54.598 --> 00:00:56.944 that you can absolutely ruin user00:00:56.944 --> 00:00:59.290 experience with more than that, right?00:00:59.290 --> 00:01:02.295 So you want to you don't ever00:01:02.295 --> 00:01:03.570 want to put useless text,00:01:03.570 --> 00:01:05.310 kind of filler text in there.00:01:05.310 --> 00:01:07.536 But in general I find that.00:01:07.540 --> 00:01:09.820 A reasonable way to sort of get the00:01:09.820 --> 00:01:12.179 get the document relevancy limits,00:01:12.180 --> 00:01:14.676 get the search engines to understand00:01:14.676 --> 00:01:17.052 what they're seeing is to aim00:01:17.052 --> 00:01:18.954 for about at least 100 words.00:01:18.960 --> 00:01:20.240 On your page again,00:01:20.240 --> 00:01:21.840 you don't wanna keyword stuff,00:01:21.840 --> 00:01:23.401 you wanna try and get your exact00:01:23.401 --> 00:01:24.842 match keyword in there two or00:01:24.842 --> 00:01:26.294 three times you wanna use synonyms,00:01:26.300 --> 00:01:28.568 you wanna use latent semantic indexing00:01:28.568 --> 00:01:31.362 keywords and you want to read it out00:01:31.362 --> 00:01:33.180 loud before you keep going right?00:01:33.180 --> 00:01:35.340 So get the keyword in there a couple times,00:01:35.340 --> 00:01:37.554 get the synonyms and the LSI stuff in there.00:01:37.560 --> 00:01:39.156 Read it out loud and make sure00:01:39.156 --> 00:01:39.840 it sounds normal.00:01:39.840 --> 00:01:41.560 If you can get to around 100 words,00:01:41.560 --> 00:01:42.416 that's good.00:01:42.416 --> 00:01:44.128 And then you're generally00:01:44.128 --> 00:01:45.412 pretty optimized there.00:01:45.420 --> 00:01:47.350 There's again a lot of00:01:47.350 --> 00:01:49.280 people who overdo this that.00:01:49.280 --> 00:01:50.530 There's way too many keywords,00:01:50.530 --> 00:01:51.546 way too much copy,00:01:51.546 --> 00:01:53.382 and there's a bunch of people portfolio00:01:53.382 --> 00:01:55.668 sites and a lot of a lot of minimalist00:01:55.726 --> 00:01:57.366 designers that don't do enough.00:01:57.370 --> 00:01:58.645 Finding the right balance is00:01:58.645 --> 00:02:00.389 going to be very case by case,00:02:00.390 --> 00:02:03.624 but broadly my rules are 100 words.00:02:03.630 --> 00:02:05.926 Exact match keyword two or three times00:02:05.926 --> 00:02:08.346 synonyms and LSI stuff in there as well.00:02:11.480 --> 00:02:12.234 OK everyone,00:02:12.234 --> 00:02:14.496 this will be pretty easy one.00:02:14.500 --> 00:02:17.182 Uh, even though it's it's very00:02:17.182 --> 00:02:19.990 different from clarity's.00:02:19.990 --> 00:02:23.510 Philosophy in many ways.00:02:23.510 --> 00:02:24.404 According to him,00:02:24.404 --> 00:02:26.490 how many words is a good minimum?00:02:29.480 --> 00:02:32.085 100 yes, with the keyword00:02:32.085 --> 00:02:34.690 used about how many times?00:02:36.960 --> 00:02:39.890 Two or three times, yes.00:02:39.890 --> 00:02:42.823 So, uh, one thing about clarity site00:02:42.823 --> 00:02:46.023 is almost every page we have is between00:02:46.023 --> 00:02:48.930 500 words for like the home page to00:02:48.930 --> 00:02:52.538 2500 words for like an extra long blog.00:02:52.540 --> 00:02:54.622 So I think mostly because of00:02:54.622 --> 00:02:57.150 the kind of pages we're writing,00:02:57.150 --> 00:03:00.966 we we always go over this.00:03:00.970 --> 00:03:01.894 100 word minimum.00:03:01.894 --> 00:03:04.435 Uh, but he makes a good point and00:03:04.435 --> 00:03:06.619 the slide that he didn't bring up.00:03:06.620 --> 00:03:10.094 Which is, uh, the more text, the better.00:03:10.094 --> 00:03:15.040 So long that it doesn't harm UX or UI.00:03:15.040 --> 00:03:21.480 OK, next. Image alt and file name.00:03:27.720 --> 00:03:30.040 So Next up are images,00:03:30.040 --> 00:03:34.104 file names and image alt tags right so?00:03:34.110 --> 00:03:37.086 Search engines have a tough time00:03:37.086 --> 00:03:39.872 understanding what exactly images are, right?00:03:39.872 --> 00:03:42.404 There's some very advanced Google image00:03:42.404 --> 00:03:44.650 reverse reverse search stuff going on.00:03:44.650 --> 00:03:45.610 I'm fascinated by it.00:03:45.610 --> 00:03:47.050 I don't understand how it works.00:03:47.050 --> 00:03:48.181 It's absolutely amazing,00:03:48.181 --> 00:03:50.066 but from an SEO perspective,00:03:50.070 --> 00:03:52.536 one of the things we like to do to00:03:52.536 --> 00:03:54.661 help search engines understand the00:03:54.661 --> 00:03:57.927 document is make really good kind of00:03:57.927 --> 00:04:00.567 architectural decisions around our images,00:04:00.570 --> 00:04:02.310 the file names and the00:04:02.310 --> 00:04:04.050 descriptions of those images so.00:04:04.050 --> 00:04:06.084 Let me do two ridiculous examples00:04:06.084 --> 00:04:08.400 on both sides of the spectrum.00:04:08.400 --> 00:04:10.100 One is the completely under00:04:10.100 --> 00:04:11.435 optimized example, right?00:04:11.435 --> 00:04:13.400 We've seen images.00:04:13.400 --> 00:04:16.100 Of people having you know,00:04:16.100 --> 00:04:17.860 having graphics on their homepage00:04:17.860 --> 00:04:19.620 that are called homepage graphics,00:04:19.620 --> 00:04:21.112 six dot PNG right?00:04:21.112 --> 00:04:23.740 And that just doesn't help at all.00:04:23.740 --> 00:04:26.869 It doesn't tell search engines or users.00:04:26.870 --> 00:04:28.440 What it is at all?00:04:28.440 --> 00:04:30.100 Then I've seen the complete00:04:30.100 --> 00:04:31.760 opposite side of the spectrum,00:04:31.760 --> 00:04:34.496 which is completely over optimized images,00:04:34.500 --> 00:04:34.834 right?00:04:34.834 --> 00:04:36.838 So someone who's selling shoes online,00:04:36.840 --> 00:04:39.672 they they they name an image buy Nike00:04:39.672 --> 00:04:42.079 shoes online shoes Nike buys online,00:04:42.080 --> 00:04:44.895 buy Nike Shoes discount promo00:04:44.895 --> 00:04:47.650 code nikeshoesonline.jpg.00:04:47.650 --> 00:04:48.570 Absolutely ridiculous.00:04:48.570 --> 00:04:50.410 So don't do that.00:04:50.410 --> 00:04:52.251 Don't do either one of those the00:04:52.251 --> 00:04:54.871 the way to do this is just be very00:04:54.871 --> 00:04:56.775 reasonable about how you name images00:04:56.775 --> 00:04:58.730 and how you describe them, right?00:04:58.730 --> 00:05:00.470 So you want to be reasonable00:05:00.470 --> 00:05:01.690 about your file name.00:05:01.690 --> 00:05:02.810 Call it what it is,00:05:02.810 --> 00:05:05.588 and then you also want to00:05:05.590 --> 00:05:07.650 reasonably call out what the00:05:07.650 --> 00:05:10.888 image is in your alt text as well.00:05:10.890 --> 00:05:12.987 If the image can be your exact match keyword,00:05:12.990 --> 00:05:13.608 that's great.00:05:13.608 --> 00:05:16.080 If it's a synonym or a latent semantic00:05:16.147 --> 00:05:18.409 indexing keyword that works too right.00:05:18.410 --> 00:05:19.824 The other aspect to think about this,00:05:19.830 --> 00:05:22.626 which is sort of unrelated to00:05:22.630 --> 00:05:23.870 the document relevancy and00:05:23.870 --> 00:05:25.110 ranking data point perspective,00:05:25.110 --> 00:05:26.463 is just accessibility.00:05:26.463 --> 00:05:29.169 So blind and visually impaired users,00:05:29.170 --> 00:05:30.740 they use these special browsers00:05:30.740 --> 00:05:32.310 that read images to them,00:05:32.310 --> 00:05:34.752 so this is these data points00:05:34.752 --> 00:05:37.129 are populated by the alt tag.00:05:37.130 --> 00:05:39.020 So whatever you're inputting in your00:05:39.020 --> 00:05:41.359 alt tag is going to be read aloud.00:05:41.360 --> 00:05:43.358 To visually impaired and blind users,00:05:43.360 --> 00:05:45.045 so accessibility is another reason00:05:45.045 --> 00:05:47.599 that you want to be inputting all00:05:47.599 --> 00:05:49.599 tags that are very reasonable00:05:49.599 --> 00:05:51.300 and describing these images.00:05:51.300 --> 00:05:54.058 This is very prone to over optimization.00:05:54.060 --> 00:05:55.662 I haven't ever really seen the00:05:55.662 --> 00:05:57.040 needle move and doing this.00:05:57.040 --> 00:05:58.200 It's a nice to have.00:05:58.200 --> 00:06:00.272 It's kind of the.00:06:00.272 --> 00:06:00.790 Uh,00:06:00.790 --> 00:06:03.102 it's kind of a sort of one of the00:06:03.102 --> 00:06:05.030 things that you wanna make sure you do,00:06:05.030 --> 00:06:06.542 but I wouldn't really expect too00:06:06.542 --> 00:06:08.803 much of a huge jump in doing this00:06:08.803 --> 00:06:10.293 in the overall optimization of.00:06:15.390 --> 00:06:18.750 Okie dokie so I can think of three00:06:18.750 --> 00:06:22.015 reasons to name files and give them00:06:22.015 --> 00:06:24.820 all tags and he mentioned two.00:06:24.820 --> 00:06:27.385 So who can give me one of those three?00:06:31.680 --> 00:06:34.002 I know one is for accessibility00:06:34.002 --> 00:06:35.978 reasons and others for SEO.00:06:38.590 --> 00:06:40.170 Basically, SEO value and those00:06:40.170 --> 00:06:42.593 are the two that I could think of00:06:42.593 --> 00:06:44.790 off the off the top of my head.00:06:44.790 --> 00:06:47.370 So a third one. That clarity00:06:47.370 --> 00:06:49.730 wouldn't probably tend to use.00:06:49.730 --> 00:06:50.920 Can anyone think of the third one?00:06:55.660 --> 00:06:59.020 Well, Aria labels falls under00:06:59.020 --> 00:07:01.036 the accessibility bucket.00:07:01.040 --> 00:07:04.523 You're right, I got the wrong A and the00:07:04.523 --> 00:07:07.584 and the TD readers would do the alt tags,00:07:07.584 --> 00:07:09.180 but we don't use alt tags anymore.00:07:09.180 --> 00:07:10.516 We do Aria labels,00:07:10.516 --> 00:07:14.648 so a lot of what he said is for strict SEO,00:07:14.648 --> 00:07:16.336 certainly not for ecommerce.00:07:16.340 --> 00:07:18.524 Like what we do for and we've already00:07:18.524 --> 00:07:20.833 got our own guidelines video up on00:07:20.833 --> 00:07:23.282 our YouTube channel to follow that are00:07:23.282 --> 00:07:25.690 definitely different than what he said so.00:07:25.690 --> 00:07:28.630 Yes, I was also thinking about UM,00:07:28.630 --> 00:07:30.807 for when somebody hits the image tab.00:07:30.810 --> 00:07:32.570 Uh, especially for products.00:07:32.570 --> 00:07:35.254 If you have. If you're selling products00:07:35.254 --> 00:07:37.300 and your sites also doing well,00:07:37.300 --> 00:07:40.569 then your page might be showing up00:07:40.569 --> 00:07:44.607 high on the the images tab of Google.00:07:44.610 --> 00:07:47.310 Yeah, yeah, well go ahead.00:07:47.310 --> 00:07:49.396 Yeah, I was going to say for what00:07:49.396 --> 00:07:50.914 he said was mostly for website.00:07:50.920 --> 00:07:53.769 Certainly not for ecommerce but I put00:07:53.769 --> 00:07:56.974 up a Nice 50 probably 7 1/2 to 50.00:07:56.974 --> 00:07:58.908 I don't remember how long it was but00:07:58.908 --> 00:08:01.114 I put a big huge long video that talks00:08:01.114 --> 00:08:03.249 about file naming Aria labels the whole00:08:03.249 --> 00:08:06.034 9 yards up on our YouTube channel that00:08:06.034 --> 00:08:09.266 has clarity's policies on how to do that.00:08:09.270 --> 00:08:11.763 I don't remember back when I put it together.00:08:11.770 --> 00:08:13.120 If we were doing Aria labels00:08:13.120 --> 00:08:14.250 or sharing that quite yet,00:08:14.250 --> 00:08:15.550 but we've definitely switched00:08:15.550 --> 00:08:17.500 from all tags to Aria labels.00:08:17.500 --> 00:08:19.716 Because now we use Aria labels on images,00:08:19.720 --> 00:08:21.925 but we also have to use Aria00:08:21.925 --> 00:08:24.554 labels on on links and buttons and00:08:24.554 --> 00:08:27.420 everything so the deaf can you know.00:08:27.420 --> 00:08:29.658 Click here to download white paper.00:08:29.660 --> 00:08:31.316 Well, if it's just a link to a PDF,00:08:31.320 --> 00:08:32.720 we have to have an area label on it or00:08:32.757 --> 00:08:34.115 they don't know they can download it,00:08:34.120 --> 00:08:36.680 right so?00:08:36.680 --> 00:08:38.717 Yeah, I I looked at UM area,00:08:38.720 --> 00:08:41.655 which is the accessible rich00:08:41.655 --> 00:08:42.829 Internet applications.00:08:42.830 --> 00:08:44.580 Yep.00:08:44.580 --> 00:08:45.728 And I think Ron,00:08:45.728 --> 00:08:47.760 when I first started 10 months ago,00:08:47.760 --> 00:08:49.960 you were saying that.00:08:49.960 --> 00:08:52.277 It's helpful now in Google likes it,00:08:52.280 --> 00:08:55.031 but if they make a some sort00:08:55.031 --> 00:08:57.880 of update that really you know00:08:57.880 --> 00:08:59.920 pushes for that accessibility,00:08:59.920 --> 00:09:01.404 that that's why we want to be00:09:01.404 --> 00:09:03.063 ahead of the game on that exactly.00:09:03.063 --> 00:09:05.604 We're definitely ahead and all of our00:09:05.604 --> 00:09:07.869 clients that I do SEO work full time.00:09:07.870 --> 00:09:09.230 Everything's about Aria labels now.00:09:11.630 --> 00:09:16.678 OK, Next up internal links and anchor texts.00:09:24.760 --> 00:09:27.112 Alright, so Next up I want to talk00:09:27.112 --> 00:09:28.967 about internal links and anchor text00:09:28.967 --> 00:09:31.215 so internal links are a very important00:09:31.215 --> 00:09:33.365 part of the entire equation, right?00:09:33.365 --> 00:09:35.325 We will talk a lot more about link00:09:35.325 --> 00:09:37.197 building and authority building later on,00:09:37.200 --> 00:09:38.632 and that's generally related00:09:38.632 --> 00:09:40.780 to other sites linking into us,00:09:40.780 --> 00:09:42.460 but using your own site to link00:09:42.460 --> 00:09:44.676 to your other pages to your other00:09:44.676 --> 00:09:46.116 documents is incredibly important.00:09:46.120 --> 00:09:48.064 So it really high level linking00:09:48.064 --> 00:09:49.920 to other documents is helpful.00:09:49.920 --> 00:09:51.528 Linking to other pages is helpful.00:09:51.530 --> 00:09:53.354 Receiving links from other00:09:53.354 --> 00:09:56.090 documents for your page is helpful.00:09:56.090 --> 00:09:58.586 We want to help search engines and users00:09:58.586 --> 00:10:00.336 understand what those pages are about00:10:00.336 --> 00:10:02.669 by linking to them when it makes sense.00:10:02.670 --> 00:10:04.275 Using the right anchor text, right?00:10:04.275 --> 00:10:07.020 The text of the link or anchor text in00:10:07.092 --> 00:10:10.017 those pages and doing it in a way that's00:10:10.017 --> 00:10:12.860 helpful to both us search engines and users.00:10:12.860 --> 00:10:14.420 So the way to think about00:10:14.420 --> 00:10:16.488 this is using phrases like.00:10:16.488 --> 00:10:18.384 Click here. Learn more.00:10:18.384 --> 00:10:19.680 This website right?00:10:19.680 --> 00:10:21.626 Like he's very generic sort of phrases.00:10:21.630 --> 00:10:22.514 They're just not helpful,00:10:22.514 --> 00:10:23.840 so they're not gonna help you00:10:23.885 --> 00:10:24.569 in your rankings.00:10:24.570 --> 00:10:26.274 They're not gonna help users being00:10:26.274 --> 00:10:28.034 more descriptive when you link to00:10:28.034 --> 00:10:29.454 other pages is incredibly helpful,00:10:29.460 --> 00:10:31.880 helpful, from an SEO perspective.00:10:31.880 --> 00:10:32.316 You can.00:10:32.316 --> 00:10:34.510 You can see a bump, especially if you have.00:10:34.510 --> 00:10:36.160 If you have very authoritative pages,00:10:36.160 --> 00:10:38.110 you can see this bump happen00:10:38.110 --> 00:10:39.744 pretty substantially if you haven't00:10:39.744 --> 00:10:41.099 done it in the past.00:10:41.100 --> 00:10:42.756 The other thing I wanna talk00:10:42.756 --> 00:10:44.580 about is the location of the link.00:10:44.580 --> 00:10:46.155 Google's getting really good at00:10:46.155 --> 00:10:47.657 understanding document layouts now, right?00:10:47.657 --> 00:10:49.316 They understand what a sidebar looks like.00:10:49.320 --> 00:10:51.945 They understand what blog comments look like.00:10:51.950 --> 00:10:53.098 They understand the global00:10:53.098 --> 00:10:54.533 navigation in the global footer,00:10:54.540 --> 00:10:55.947 and they know that if these elements00:10:55.947 --> 00:10:57.149 are repeated over and over again,00:10:57.150 --> 00:10:59.790 the links should be devalued there.00:10:59.790 --> 00:11:01.270 Think about it from this perspective, right?00:11:01.270 --> 00:11:03.070 If we know that links matter,00:11:03.070 --> 00:11:05.806 links are like votes and links are helpful.00:11:05.810 --> 00:11:07.074 From a ranking perspective,00:11:07.074 --> 00:11:08.970 it would pretty much ruin the00:11:09.034 --> 00:11:10.699 Internet if Google counted every00:11:10.699 --> 00:11:12.364 single link the same right.00:11:12.370 --> 00:11:13.780 Everyone's goal would just be00:11:13.780 --> 00:11:15.929 to get a link in the footer,00:11:15.930 --> 00:11:17.388 get a link in the header,00:11:17.390 --> 00:11:18.500 get a link in the sidebar,00:11:18.500 --> 00:11:20.084 and one of these elements that's00:11:20.084 --> 00:11:21.920 repeated over and over and over again.00:11:21.920 --> 00:11:23.340 Because Google has a better00:11:23.340 --> 00:11:24.476 understanding of document layout.00:11:24.480 --> 00:11:26.559 Now the general idea is that you00:11:26.559 --> 00:11:28.848 want your link in the main document.00:11:28.850 --> 00:11:30.640 The uniqueness of the document,00:11:30.640 --> 00:11:32.536 the unique part of the document,00:11:32.540 --> 00:11:33.964 and you want to have it as close00:11:33.964 --> 00:11:35.098 to the top as possible.00:11:35.100 --> 00:11:37.300 This is the ideal state.00:11:37.300 --> 00:11:39.708 Don't worry about it too much if you00:11:39.708 --> 00:11:42.270 if you can't always get your link.00:11:42.270 --> 00:11:43.382 Done in that way,00:11:43.382 --> 00:11:44.772 but the broad implications here00:11:44.772 --> 00:11:47.153 are that Google has a really good00:11:47.153 --> 00:11:48.517 understanding of universal elements00:11:48.574 --> 00:11:49.309 on your pages.00:11:49.310 --> 00:11:51.302 You generally want the link embedded00:11:51.302 --> 00:11:53.408 in a unique element of the page,00:11:53.410 --> 00:11:55.026 and you want it as close to the00:11:55.026 --> 00:11:56.610 top of the document as Poss.00:12:00.510 --> 00:12:03.768 Alright, easy enough.00:12:03.770 --> 00:12:06.500 At the beginning of this video00:12:06.500 --> 00:12:08.982 he said that internal linking00:12:08.982 --> 00:12:11.827 is important for three reasons,00:12:11.830 --> 00:12:14.070 three different.00:12:14.070 --> 00:12:15.382 People and or entities.00:12:15.382 --> 00:12:17.730 If that doesn't give too much away,00:12:17.730 --> 00:12:19.130 what would those three be?00:12:22.190 --> 00:12:24.503 For I'll, I'll do the I'll do the easiest00:12:24.503 --> 00:12:26.996 one the search engines yes search engines.00:12:31.500 --> 00:12:33.399 I don't know if this is the correct answer,00:12:33.400 --> 00:12:37.804 but as far as like ctas go like leaks.00:12:37.804 --> 00:12:40.534 I would say like sales00:12:40.540 --> 00:12:44.820 like a sales catch user UX.00:12:44.820 --> 00:12:47.205 Yes, good yes users is is one of the00:12:47.205 --> 00:12:49.810 three that you mentioned at the beginning.00:12:49.810 --> 00:12:52.318 Excellent. The third one was us.00:12:52.320 --> 00:12:56.128 As the website owners.00:12:56.130 --> 00:12:57.470 I thought about that, UM,00:12:57.470 --> 00:12:59.680 does anyone have any thoughts00:12:59.680 --> 00:13:02.230 on how it's helping us as?00:13:02.230 --> 00:13:03.620 Those, uh, putting who are00:13:03.620 --> 00:13:05.629 putting up the copy and the pages?00:13:05.630 --> 00:13:07.493 Yeah, go ahead and let you guys try it00:13:07.493 --> 00:13:09.854 and then I'll go for it if you want, but.00:13:09.854 --> 00:13:11.950 Yeah, uh, it basically.00:13:11.950 --> 00:13:14.566 It boils down to back leagues.00:13:14.570 --> 00:13:16.778 They were able to leak relevant00:13:16.778 --> 00:13:19.646 information to different parts of your00:13:19.646 --> 00:13:22.732 website that you know adds to good00:13:22.732 --> 00:13:25.052 user experience and also provides00:13:25.052 --> 00:13:28.448 good back leaking for SCO value.00:13:28.450 --> 00:13:29.514 So yeah,00:13:29.514 --> 00:13:32.886 this relates 100% to my two questions.00:13:32.886 --> 00:13:33.330 Basically,00:13:33.330 --> 00:13:36.278 if I have a champion page and everybody00:13:36.278 --> 00:13:37.682 I think on this call understands00:13:37.682 --> 00:13:39.155 what the Champions are, right?00:13:39.155 --> 00:13:41.285 Our main services that we offer.00:13:41.290 --> 00:13:44.098 So if ecommerce we have an ecommerce page00:13:44.098 --> 00:13:47.109 and that's the champion and every blog post,00:13:47.110 --> 00:13:49.702 every other page that we write is written00:13:49.702 --> 00:13:51.967 to support and link to the champion.00:13:51.970 --> 00:13:54.854 Now the question is how many anchor00:13:54.854 --> 00:13:57.800 links should each supporting page have?00:13:57.800 --> 00:13:59.263 How do we help figure out how00:13:59.263 --> 00:14:00.530 many words it has to have?00:14:00.530 --> 00:14:03.446 And it's all about when Steven.00:14:03.450 --> 00:14:06.265 Optimizes that champion page if00:14:06.265 --> 00:14:09.625 the champion page is ecommerce and00:14:09.625 --> 00:14:12.349 on that ecommerce it has three.00:14:12.350 --> 00:14:15.020 Variance so he's got ecommerce00:14:15.020 --> 00:14:16.088 ecommerce software,00:14:16.090 --> 00:14:16.838 ecommerce platform,00:14:16.838 --> 00:14:18.334 marketplace platform and let's00:14:18.334 --> 00:14:20.610 say those are the four keywords00:14:20.610 --> 00:14:22.415 that he is completely optimized.00:14:22.420 --> 00:14:24.130 The text on that champion.00:14:24.130 --> 00:14:25.438 Well now what we're trying to00:14:25.438 --> 00:14:27.160 do is we're trying to get links00:14:27.160 --> 00:14:28.224 for four different keywords.00:14:28.230 --> 00:14:30.093 So now when I write a blog post I00:14:30.093 --> 00:14:31.828 need a minimum of four paragraphs00:14:31.828 --> 00:14:33.678 because I don't want more than00:14:33.678 --> 00:14:35.268 one anchor text per paragraph.00:14:35.270 --> 00:14:37.293 So that helps me decide how many00:14:37.293 --> 00:14:38.765 minimum of how many paragraphs00:14:38.765 --> 00:14:41.354 I need in a blog post and in if00:14:41.354 --> 00:14:43.149 ecommerce is the most important.00:14:43.150 --> 00:14:44.746 Keyword then in paragraph one in00:14:44.746 --> 00:14:46.653 the middle of the paragraph on that00:14:46.653 --> 00:14:48.814 blog post I'm going to have the word00:14:48.814 --> 00:14:50.476 ecommerce linked as an anchor text00:14:50.476 --> 00:14:53.500 link back to the champion in paragraph two.00:14:53.500 --> 00:14:55.796 I'm going to have ecommerce platform linked00:14:55.796 --> 00:14:58.508 back to the champion in paragraph three.00:14:58.510 --> 00:15:00.256 I'm going to have ecommerce software00:15:00.256 --> 00:15:02.473 linked back to the champion and in00:15:02.473 --> 00:15:04.138 paragraph form and have marketplace00:15:04.138 --> 00:15:05.917 linked back to the champion now.00:15:05.920 --> 00:15:07.656 Why do I have four different words?00:15:07.660 --> 00:15:09.628 Because if someone goes out on00:15:09.628 --> 00:15:11.655 Google and looks for marketplace00:15:11.655 --> 00:15:13.311 software if I've optimized.00:15:13.311 --> 00:15:16.350 All of those pages for all four keywords.00:15:16.350 --> 00:15:18.310 Now when people search any of those00:15:18.310 --> 00:15:19.813 four terms might champions optimized00:15:19.813 --> 00:15:22.229 for it and every single one of those00:15:22.285 --> 00:15:24.245 blog posts that I wrote to support00:15:24.245 --> 00:15:26.028 that champion are also optimized00:15:26.028 --> 00:15:28.842 for those four keywords and are00:15:28.842 --> 00:15:31.429 linking to and promoting that.00:15:31.430 --> 00:15:33.230 So why is it benefit us?00:15:33.230 --> 00:15:35.267 Because it knows when I see those00:15:35.267 --> 00:15:36.828 anchor text links in my text,00:15:36.830 --> 00:15:39.550 it knows that I've covered all of the00:15:39.550 --> 00:15:41.479 keyword ranking anchor text links that00:15:41.479 --> 00:15:43.960 I need to to support my champions.00:15:43.960 --> 00:15:45.015 That's why it's important to00:15:45.015 --> 00:15:46.070 me when I'm writing content.00:15:48.310 --> 00:15:50.128 Alright, thank you and then one00:15:50.128 --> 00:15:51.830 more question about this section.00:15:51.830 --> 00:15:54.458 He was talking about anchor text,00:15:54.460 --> 00:15:56.308 so if you're writing a sentence,00:15:56.310 --> 00:15:58.838 don't let the anchor text be click here00:15:58.838 --> 00:16:01.388 or learn more or something like that.00:16:01.390 --> 00:16:05.620 What should the anchor text be?00:16:05.620 --> 00:16:07.819 Somebody knows this?00:16:07.820 --> 00:16:10.697 I just said it should be descriptive,00:16:10.700 --> 00:16:13.684 uh, basically telling you.00:16:13.684 --> 00:16:15.298 Nope. Autumn. What is it?00:16:17.510 --> 00:16:17.670 UM?00:16:20.510 --> 00:16:22.701 I was gonna see kind of something00:16:22.701 --> 00:16:25.310 similar to to Chris like it should be.00:16:25.310 --> 00:16:28.894 UM, something that basically like lets the00:16:28.894 --> 00:16:33.088 the reader know like what is being linked to.00:16:33.090 --> 00:16:36.288 And probably also like a keyword.00:16:36.290 --> 00:16:38.012 Yeah, it has to be the keyword00:16:38.012 --> 00:16:39.710 or there's no SEO value there.00:16:39.710 --> 00:16:42.126 So when I just said the four links00:16:42.126 --> 00:16:43.990 are ecommerce ecommerce software,00:16:43.990 --> 00:16:45.178 ecommerce marketplace, whatever.00:16:45.178 --> 00:16:46.762 That's why those anchor00:16:46.762 --> 00:16:48.669 texts are those four things,00:16:48.670 --> 00:16:50.646 because those are the four keywords that we00:16:50.646 --> 00:16:52.630 were trying to optimize for on the champion.00:16:52.630 --> 00:16:54.518 So if you just put click here to00:16:54.518 --> 00:16:56.409 go visit our ecommerce page and00:16:56.409 --> 00:16:58.104 you link that whole paragraph,00:16:58.110 --> 00:16:59.495 that's really good for the00:16:59.495 --> 00:17:01.410 blind and for the TD readers,00:17:01.410 --> 00:17:03.942 and that should be what your00:17:03.942 --> 00:17:05.970 Aria label text should be,00:17:05.970 --> 00:17:08.170 but not what the anchor text should be.00:17:08.170 --> 00:17:11.474 The anchor text is telling SEO is telling00:17:11.474 --> 00:17:14.890 Google hey Clarity's got 97 pages00:17:14.890 --> 00:17:17.290 talking about marketplace platform.00:17:17.290 --> 00:17:20.042 98 of those pages have the word marketplace00:17:20.042 --> 00:17:21.788 platform linked to this one page.00:17:21.790 --> 00:17:24.286 That page must be the the most relevant00:17:24.286 --> 00:17:26.330 champion page and it sends everybody,00:17:26.330 --> 00:17:27.900 and that's how those pages00:17:27.900 --> 00:17:29.470 promote the champion to Google.00:17:33.270 --> 00:17:35.130 Alright everybody, good on that.00:17:37.450 --> 00:17:40.154 It's socialized since now.00:17:40.154 --> 00:17:42.696 Yeah, OK, uh, I'm going to go00:17:42.696 --> 00:17:44.410 to site architecture as silos.00:17:44.410 --> 00:17:47.287 This is the longest of the videos.00:17:47.290 --> 00:17:48.655 It's also one of the old ones,00:17:48.660 --> 00:17:50.250 so the sounds a little low.00:17:50.250 --> 00:17:51.480 I'm gonna boost the sound00:17:51.480 --> 00:17:52.930 a little on this end it,00:17:52.930 --> 00:17:55.403 in case that helps on your end and00:17:55.403 --> 00:17:56.918 I'm gonna stop partway through00:17:56.918 --> 00:17:58.930 just so that you don't just to00:17:58.930 --> 00:18:01.240 break it up a little bit so.00:18:08.160 --> 00:18:12.240 OK, Next up is site architecture and silos.00:18:12.240 --> 00:18:17.080 SEO silos. Let's dig into this one next.00:18:17.080 --> 00:18:19.438 So site architecture comes down to00:18:19.438 --> 00:18:22.254 how easy it is for search engines00:18:22.254 --> 00:18:25.520 and users to find all of your pages.00:18:25.520 --> 00:18:27.879 How easy is it to find everything?00:18:27.880 --> 00:18:29.740 Is it an absolute disaster00:18:29.740 --> 00:18:30.856 or convoluted mess?00:18:30.860 --> 00:18:33.106 Or is it a very crisp, clean,00:18:33.106 --> 00:18:35.530 convenient configuration and ordering?00:18:35.530 --> 00:18:37.903 Of your pages, the rule of thumb00:18:37.903 --> 00:18:40.310 here is the three click rule.00:18:40.310 --> 00:18:43.253 This is an old school Internet rule and it00:18:43.253 --> 00:18:45.866 applies to your site architecture as well.00:18:45.870 --> 00:18:46.680 Basic premise.00:18:46.680 --> 00:18:49.920 Can search engines get to every page on00:18:50.001 --> 00:18:53.225 your site within 3 clicks of your homepage?00:18:53.230 --> 00:18:54.218 So here's an example.00:18:54.218 --> 00:18:56.503 We have our home page and then we have00:18:56.503 --> 00:18:58.610 sort of three levels down worth of pages.00:18:58.610 --> 00:19:00.755 Let's say for example reasons00:19:00.755 --> 00:19:02.900 this is the entire site.00:19:02.900 --> 00:19:04.251 This is all the pages on the00:19:04.251 --> 00:19:05.529 site and from the home page.00:19:05.530 --> 00:19:07.816 You can get to every single00:19:07.816 --> 00:19:09.340 page within 3 clicks.00:19:09.340 --> 00:19:11.846 Now the first thing people do when00:19:11.846 --> 00:19:14.490 they hear about the three click rule00:19:14.490 --> 00:19:17.229 is they freak out because their site00:19:17.229 --> 00:19:18.980 doesn't follow the three click rule.00:19:18.980 --> 00:19:20.942 They have a way deeper configuration00:19:20.942 --> 00:19:21.596 than that.00:19:21.600 --> 00:19:23.500 So before you freak out,00:19:23.500 --> 00:19:24.418 I want you to know this.00:19:24.420 --> 00:19:26.620 Most websites violate this rule.00:19:26.620 --> 00:19:29.280 Most sites are not able to pull00:19:29.280 --> 00:19:30.585 this off right?00:19:30.585 --> 00:19:33.310 But the premise still stands.00:19:33.310 --> 00:19:34.794 It's a good premise to have in00:19:34.794 --> 00:19:35.990 the back of your mind.00:19:35.990 --> 00:19:37.070 The fewer clicks,00:19:37.070 --> 00:19:38.081 the better, right?00:19:38.081 --> 00:19:39.827 The fewer number of clicks it00:19:39.827 --> 00:19:42.056 takes for a search engine or user00:19:42.056 --> 00:19:43.988 to get to any conceivable page,00:19:43.990 --> 00:19:46.110 the better off you are.00:19:46.110 --> 00:19:46.408 Look,00:19:46.408 --> 00:19:49.090 I want to explain why this is so important.00:19:49.090 --> 00:19:50.850 It's because crawling the00:19:50.850 --> 00:19:52.610 Internet has a cost.00:19:52.610 --> 00:19:54.632 Search engines allocate to your site00:19:54.632 --> 00:19:56.985 a crawl budget just like a normal00:19:56.985 --> 00:19:59.176 business has to pay rent and utilities00:19:59.240 --> 00:20:01.410 and water and all kinds of overhead.00:20:01.410 --> 00:20:03.324 Crawling the Internet from a search00:20:03.324 --> 00:20:04.920 engines perspective has a cost,00:20:04.920 --> 00:20:09.258 and so your site is allocated a crawl budget.00:20:09.260 --> 00:20:12.140 The easier and by easier I mean cheaper.00:20:12.140 --> 00:20:13.430 It is for a search engine00:20:13.430 --> 00:20:14.940 to find all of your pages.00:20:14.940 --> 00:20:17.103 The more likely it is that your00:20:17.103 --> 00:20:19.280 pages are going to index and rank,00:20:19.280 --> 00:20:22.115 so the cheaper it is to sort of find00:20:22.115 --> 00:20:24.038 everything the better off you are.00:20:24.040 --> 00:20:26.128 Site architecture is generally a better00:20:26.128 --> 00:20:28.488 investment for sites that are either large,00:20:28.490 --> 00:20:31.526 old or both the big mistake.00:20:31.530 --> 00:20:33.231 Here is if you have a very tiny site00:20:33.231 --> 00:20:34.787 and you decide to focus on this,00:20:34.790 --> 00:20:36.498 you should not be focusing on this.00:20:36.500 --> 00:20:38.360 If you have a small site.00:20:38.360 --> 00:20:40.173 If you have a new site with00:20:40.173 --> 00:20:41.779 something like less than 20 pages,00:20:41.780 --> 00:20:43.005 this isn't something you're going00:20:43.005 --> 00:20:44.939 to get a ton of value out of,00:20:44.940 --> 00:20:46.960 so it's interesting and worth00:20:46.960 --> 00:20:48.980 it to understand the concept,00:20:48.980 --> 00:20:50.666 but it shouldn't be something you're00:20:50.666 --> 00:20:52.360 investing a ton of time into.00:20:52.360 --> 00:20:53.196 Just as an example,00:20:53.196 --> 00:20:54.920 I'll throw these up here to give you00:20:54.920 --> 00:20:56.404 an idea of what I'm talking about,00:20:56.410 --> 00:20:58.108 so click on it.com or somewhere00:20:58.108 --> 00:20:59.856 around 100 pages that are important00:20:59.856 --> 00:21:01.536 to us and in Google's index.00:21:01.540 --> 00:21:02.765 When I was managing search00:21:02.765 --> 00:21:03.745 engine optimization at PayPal,00:21:03.750 --> 00:21:05.795 we were working with something00:21:05.795 --> 00:21:08.276 around 10,000 pages and at Airbnb00:21:08.276 --> 00:21:10.789 it was north of 10 million pages.00:21:10.790 --> 00:21:13.170 Based on a number of different things00:21:13.170 --> 00:21:15.238 is basically search criteria so you00:21:15.238 --> 00:21:17.206 can see the difference here right00:21:17.206 --> 00:21:19.566 click mind it is mostly a content site.00:21:19.570 --> 00:21:21.908 We have a smaller number of really00:21:21.908 --> 00:21:22.910 long comprehensive tutorials.00:21:22.910 --> 00:21:26.530 Individual hand created pages,00:21:26.530 --> 00:21:27.839 paypal.com scale, dot, a little bit more.00:21:27.840 --> 00:21:29.420 There's a lot of language00:21:29.420 --> 00:21:30.684 variations and country variations,00:21:30.690 --> 00:21:32.520 but it's still a pretty fixed.00:21:32.520 --> 00:21:34.938 Number of potential pages and keywords.00:21:34.940 --> 00:21:38.293 Send money online and credit card processor00:21:38.293 --> 00:21:40.994 and different variations of that and00:21:40.994 --> 00:21:43.759 then all the language variations but Airbnb.00:21:43.760 --> 00:21:47.080 There was a massive massive number of pages.00:21:47.080 --> 00:21:49.256 Every conceivable domain language00:21:49.256 --> 00:21:52.520 for every possible city and property00:21:52.604 --> 00:21:54.860 type and amenity combination.00:21:54.860 --> 00:21:57.038 You can imagine right vacation rental00:21:57.038 --> 00:22:00.048 Miami hot tub with a pool in Palm Springs,00:22:00.050 --> 00:22:00.420 right?00:22:00.420 --> 00:22:02.640 And then all the different language.00:22:02.640 --> 00:22:04.752 Variation someone looking for a bed00:22:04.752 --> 00:22:07.716 and breakfast with a hot tub in Hungary00:22:07.716 --> 00:22:09.942 while searching in Spanish from Romania,00:22:09.950 --> 00:22:10.230 right?00:22:10.230 --> 00:22:11.910 And so there's just all these00:22:11.910 --> 00:22:13.374 like massive number of variations00:22:13.374 --> 00:22:15.096 that really started to scale up.00:22:15.100 --> 00:22:16.822 The total number of pages that00:22:16.822 --> 00:22:18.430 we had in the index.00:22:18.430 --> 00:22:20.068 So the larger your site is,00:22:20.070 --> 00:22:21.869 the more you should be thinking about00:22:21.869 --> 00:22:23.552 this and the more larger return00:22:23.552 --> 00:22:25.561 you're going to get on those efforts.00:22:25.570 --> 00:22:26.398 With that said,00:22:26.398 --> 00:22:28.676 if you're small site now and you plan00:22:28.676 --> 00:22:30.685 on growing into a much larger site,00:22:30.690 --> 00:22:32.678 it is good to know these concepts.00:22:32.680 --> 00:22:34.402 And and set up the architecture in00:22:34.402 --> 00:22:36.507 a way that can be helpful later on.00:22:36.510 --> 00:22:37.970 So it's up to you.00:22:37.970 --> 00:22:39.041 You can skip the rest of this00:22:39.041 --> 00:22:40.100 lecture if you're a tiny site and00:22:40.100 --> 00:22:41.110 you don't plan on growing a ton,00:22:41.110 --> 00:22:42.436 but this may be helpful to00:22:42.436 --> 00:22:44.048 have in the back of your mind.00:22:44.050 --> 00:22:47.186 The biggest win inside architecture is to00:22:47.186 --> 00:22:49.610 give yourself optionality for the future.00:22:49.610 --> 00:22:51.570 What I'm saying here is it's not00:22:51.570 --> 00:22:53.190 really about doing things right,00:22:53.190 --> 00:22:55.410 it's about not doing things wrong.00:22:55.410 --> 00:22:57.690 It's about not shooting yourself in the foot,00:22:57.690 --> 00:22:58.440 but later on.00:22:58.440 --> 00:23:00.190 And that's what I want to kind00:23:00.248 --> 00:23:02.005 of cover as we talk about this.00:23:02.010 --> 00:23:03.426 The point here is that you.00:23:03.430 --> 00:23:05.194 Don't know what content is going00:23:05.194 --> 00:23:07.052 to perform the best you don't00:23:07.052 --> 00:23:08.607 know what direction your business00:23:08.607 --> 00:23:10.279 is gonna go in later on.00:23:10.280 --> 00:23:12.704 You want to set up your site architecture00:23:12.704 --> 00:23:15.016 to give yourself some space to modify00:23:15.016 --> 00:23:17.399 or change your plans in the future,00:23:17.400 --> 00:23:19.209 and that's why I wanted to bring this up.00:23:21.300 --> 00:23:25.596 OK everyone. For this first half of the00:23:25.596 --> 00:23:29.398 video, what is the three click rule?00:23:29.400 --> 00:23:32.712 That's where you don't want to like to get00:23:32.712 --> 00:23:35.456 to a destination a user wants to get to it.00:23:35.460 --> 00:23:36.960 It shouldn't take more than00:23:36.960 --> 00:23:38.460 three clicks to get to.00:23:38.460 --> 00:23:41.730 Something like that. Yes, and uh,00:23:41.730 --> 00:23:43.423 exactly as he put it was, uh,00:23:43.423 --> 00:23:44.941 can search engines get to every00:23:44.941 --> 00:23:46.796 page as you of your site within00:23:46.796 --> 00:23:48.350 3 clicks from the home page?00:23:50.440 --> 00:23:52.728 OK, Next UM, the easier it is to00:23:52.728 --> 00:23:55.572 find your pages, the more likely it00:23:55.572 --> 00:23:58.930 is your pages will blank and blank.00:24:01.880 --> 00:24:04.788 We're all in index.00:24:04.790 --> 00:24:06.170 Index was one of them.00:24:06.170 --> 00:24:08.606 Certainly crawl makes a lot of sense.00:24:08.610 --> 00:24:10.759 UM, and then after something is indexed,00:24:10.760 --> 00:24:13.256 what does Google do with that?00:24:13.260 --> 00:24:16.206 Ranked S very good. Very good.00:24:16.210 --> 00:24:19.542 Very good. Uh, last question of this00:24:19.542 --> 00:24:22.138 section and it was the very last00:24:22.138 --> 00:24:24.378 thing you talked about and I did.00:24:24.380 --> 00:24:25.336 I found this interesting.00:24:25.336 --> 00:24:27.111 Why is it important to be flexible00:24:27.111 --> 00:24:28.875 when it comes to site architecture?00:24:28.880 --> 00:24:31.370 Can someone give me one reason?00:24:31.370 --> 00:24:34.750 Because autumn is wordy.00:24:34.750 --> 00:24:36.780 Wait, did I say that out loud, sorry.00:24:39.350 --> 00:24:42.430 Shots fired. Reload. No.00:24:42.430 --> 00:24:44.915 Well, the the point was the point was00:24:44.915 --> 00:24:46.939 I don't know what autumn's writing.00:24:46.940 --> 00:24:48.098 I could be a content writer,00:24:48.100 --> 00:24:49.255 but I don't know what she's writing.00:24:49.260 --> 00:24:50.338 And that was kind of his point.00:24:50.340 --> 00:24:52.776 You have no idea where you're.00:24:52.780 --> 00:24:55.447 Do you guys have any idea what00:24:55.447 --> 00:24:57.706 products Eric and I are working00:24:57.706 --> 00:24:59.744 on this week like me not knowing00:24:59.744 --> 00:25:01.250 what you and Steven are writing00:25:01.304 --> 00:25:03.024 and and that was kind of the point.00:25:03.030 --> 00:25:04.854 It was a joke, but it was true.00:25:04.860 --> 00:25:06.736 I you don't know it's the future.00:25:06.740 --> 00:25:07.440 What did you call it?00:25:07.440 --> 00:25:09.260 The future reality or he called it00:25:09.260 --> 00:25:11.588 the he had a funky word for it but00:25:11.588 --> 00:25:13.569 the the futurity of your site right?00:25:13.570 --> 00:25:15.712 You don't know where your site might00:25:15.712 --> 00:25:17.836 go where you need to grow and so you00:25:17.836 --> 00:25:19.987 want to make sure to have a very00:25:19.987 --> 00:25:22.079 concise and well thought out architecture.00:25:22.080 --> 00:25:23.226 So if you were to grow.00:25:23.230 --> 00:25:25.574 Your site over the next year 1000 pages.00:25:25.580 --> 00:25:28.004 You've got homes for those and00:25:28.004 --> 00:25:29.620 plans for that growth.00:25:29.620 --> 00:25:29.940 Yeah,00:25:29.940 --> 00:25:32.500 and your your best blog ever might be00:25:32.500 --> 00:25:35.219 one that's on a completely wild topic00:25:35.219 --> 00:25:37.658 that you never expected to catch on,00:25:37.660 --> 00:25:39.690 but you wanna be able to take00:25:39.690 --> 00:25:41.603 full advantage of that if it00:25:41.603 --> 00:25:43.223 becomes your best ranking page.00:25:43.230 --> 00:25:44.178 So yes, uh,00:25:44.178 --> 00:25:46.074 you don't know what content will00:25:46.074 --> 00:25:47.916 perform best and you don't know00:25:47.916 --> 00:25:49.804 if the direction of your business00:25:49.804 --> 00:25:51.629 will change over the years.00:25:51.630 --> 00:25:52.338 OK,00:25:52.338 --> 00:25:55.170 back to the video.00:25:55.170 --> 00:25:57.450 Easiest way to do this is to just00:25:57.450 --> 00:25:58.951 avoid subfolders if that's the00:25:58.951 --> 00:26:00.697 one take away from this lecture,00:26:00.700 --> 00:26:03.304 that would be my recommendation for you.00:26:03.310 --> 00:26:05.770 Avoid subfolders if you can.00:26:05.770 --> 00:26:06.870 Let's look at an example.00:26:06.870 --> 00:26:07.842 We have a site,00:26:07.842 --> 00:26:09.590 let's say it's an ecommerce fashion site.00:26:09.590 --> 00:26:12.306 Or maybe it's just a fashion review00:26:12.306 --> 00:26:15.261 site and maybe the site changed its00:26:15.261 --> 00:26:18.370 plans along the way many different times.00:26:18.370 --> 00:26:19.798 So we have three different pages.00:26:19.800 --> 00:26:20.732 One's about red shoes,00:26:20.732 --> 00:26:21.664 the others about blue.00:26:21.670 --> 00:26:23.428 That's the other is about yellow00:26:23.428 --> 00:26:25.300 gloves and the red shoes page.00:26:25.300 --> 00:26:27.428 We had a four kids section at one00:26:27.428 --> 00:26:29.933 point and we put it on the four kids00:26:29.933 --> 00:26:31.750 subfolder and the blue Hats page.00:26:31.750 --> 00:26:33.528 We had an old school blog that00:26:33.528 --> 00:26:35.996 was set up in 1993 and that post00:26:35.996 --> 00:26:38.707 was written in March and so now00:26:38.707 --> 00:26:40.675 we're on this URL structure that00:26:40.675 --> 00:26:42.505 has the date in the permalinks00:26:42.505 --> 00:26:44.478 and then the Yellow Gloves page.00:26:44.480 --> 00:26:45.936 Maybe we had a pick of the week00:26:45.936 --> 00:26:47.322 feature we were doing a weekly post00:26:47.322 --> 00:26:49.036 on our blog or maybe it was an e-mail00:26:49.036 --> 00:26:50.616 and we have the pick of the week.00:26:50.616 --> 00:26:52.492 We put that pick of the week.00:26:52.500 --> 00:26:53.908 Slug in our URL.00:26:53.908 --> 00:26:55.668 This doesn't give us optionality00:26:55.668 --> 00:26:56.819 for the future.00:26:56.820 --> 00:26:58.828 Maybe we want to scratch all these ideas.00:26:58.830 --> 00:27:00.378 Maybe we want to become an00:27:00.378 --> 00:27:01.600 affiliate marketing site later on.00:27:01.600 --> 00:27:04.957 Maybe we don't want our dates in our URLs.00:27:04.960 --> 00:27:06.120 You definitely don't want your00:27:06.120 --> 00:27:07.048 dates in your URLs,00:27:07.050 --> 00:27:08.652 so we kind of set ourselves00:27:08.652 --> 00:27:09.720 up to have to00:27:09.789 --> 00:27:11.524 fix this later on when00:27:11.524 --> 00:27:12.912 we have these subfolders.00:27:12.920 --> 00:27:15.280 A better way to do this would be to just00:27:15.339 --> 00:27:17.635 put all these pages on the root domain.00:27:17.640 --> 00:27:19.488 With that keyword you are optimizing for it,00:27:19.490 --> 00:27:22.330 so just slash red shoes slash blue hats.00:27:22.330 --> 00:27:23.425 Slash yellow gloves.00:27:23.425 --> 00:27:25.980 This gives you a little bit more00:27:26.054 --> 00:27:28.328 optionality if you can manage it.00:27:28.330 --> 00:27:31.810 You don't need a physical three click site00:27:31.810 --> 00:27:34.090 architecture within your URL structure.00:27:34.090 --> 00:27:34.882 A lot of people,00:27:34.882 --> 00:27:35.872 they sort of misunderstand this.00:27:35.880 --> 00:27:36.858 They say OK,00:27:36.858 --> 00:27:40.089 cool 3 clicks to every page from my homepage.00:27:40.090 --> 00:27:42.762 Great, and now I'm going to set up00:27:42.762 --> 00:27:44.595 all my folders so website.com/folder00:27:44.595 --> 00:27:46.185 one slash folder 2 slash folder,00:27:46.190 --> 00:27:47.782 three page dot HTML.00:27:47.782 --> 00:27:50.170 You don't need to do that.00:27:50.170 --> 00:27:52.564 You can set up a virtual site.00:27:52.570 --> 00:27:54.688 Architecture by just putting all these00:27:54.688 --> 00:27:57.297 pages on your root domain and having00:27:57.297 --> 00:27:59.565 them all findable via internal links.00:27:59.570 --> 00:28:01.418 So in this particular case right00:28:01.418 --> 00:28:04.280 we had all these pages that are on00:28:04.280 --> 00:28:05.840 these sporadic different subfolders00:28:05.840 --> 00:28:07.950 and this is not a great idea.00:28:07.950 --> 00:28:09.590 We want to avoid that if we can.00:28:09.590 --> 00:28:11.150 This virtual site architecture where00:28:11.150 --> 00:28:13.057 pages are standalone URLs and they're00:28:13.057 --> 00:28:15.087 all kind of connected via internal links,00:28:15.090 --> 00:28:16.698 it just gives us a little00:28:16.698 --> 00:28:17.502 bit more flexibility.00:28:17.510 --> 00:28:19.316 We don't have to redirect URLs in00:28:19.316 --> 00:28:21.090 the future if we don't want to.00:28:21.090 --> 00:28:22.590 It gives us that optionality.00:28:22.590 --> 00:28:24.977 I was talking about earlier on now.00:28:24.980 --> 00:28:26.620 There's a huge warning here.00:28:26.620 --> 00:28:28.194 Do not pause this lecture and say, OK,00:28:28.194 --> 00:28:30.300 great, I gotta change over my my URLs now.00:28:30.300 --> 00:28:31.368 Please don't do that.00:28:31.368 --> 00:28:32.436 There's a warning here,00:28:32.440 --> 00:28:34.120 and that warning is this.00:28:34.120 --> 00:28:36.840 If you already have a site with lots of URLs,00:28:36.840 --> 00:28:39.060 do not immediately change it.00:28:39.060 --> 00:28:41.580 Changing URLs is extremely risky.00:28:41.580 --> 00:28:43.239 There are many, many risks to this.00:28:43.240 --> 00:28:45.136 The rule of thumb here is the older00:28:45.136 --> 00:28:47.117 and more authoritative your site is,00:28:47.120 --> 00:28:49.276 the riskier a change is and you00:28:49.276 --> 00:28:51.537 just want to keep this in mind.00:28:51.540 --> 00:28:52.996 The what I'm describing.00:28:52.996 --> 00:28:54.088 Here is ideal.00:28:54.090 --> 00:28:55.788 It's kind of nice to have,00:28:55.790 --> 00:28:57.114 but it's not mandatory.00:28:57.114 --> 00:28:59.565 You absolutely can have a high ranking00:28:59.565 --> 00:29:01.585 authoritative high traffic site that00:29:01.585 --> 00:29:03.880 doesn't have this URL structure.00:29:03.880 --> 00:29:05.028 There's plenty of them.00:29:05.028 --> 00:29:06.750 There's plenty of old sites out00:29:06.806 --> 00:29:08.198 there with absolutely garbage00:29:08.198 --> 00:29:09.938 URL structures that do really,00:29:09.940 --> 00:29:10.864 really, really well.00:29:10.864 --> 00:29:13.020 I'm just sort of talking about what00:29:13.081 --> 00:29:14.786 the ideal site architecture is.00:29:14.790 --> 00:29:16.894 For a new kind of nascent site that00:29:16.894 --> 00:29:19.332 wants to grow into something big and00:29:19.332 --> 00:29:21.670 give themselves optionality in the future,00:29:21.670 --> 00:29:22.845 there's other things too that00:29:22.845 --> 00:29:23.785 are just around preference.00:29:23.790 --> 00:29:25.070 It's not even technical SEO.00:29:25.070 --> 00:29:27.776 Some bloggers really prefer having the00:29:27.776 --> 00:29:29.938 category that they're blogging about00:29:29.938 --> 00:29:32.119 in the URL slug, and that's fine.00:29:32.119 --> 00:29:33.148 That's totally fine,00:29:33.150 --> 00:29:35.726 so don't worry about that too much.00:29:35.730 --> 00:29:36.624 The point here,00:29:36.624 --> 00:29:38.412 don't change your entire plan just00:29:38.412 --> 00:29:40.048 because of these recommendations.00:29:40.050 --> 00:29:42.395 Just keep this in mind if you're00:29:42.395 --> 00:29:43.710 building out something new.00:29:43.710 --> 00:29:44.898 Cool, so that's site.00:29:44.898 --> 00:29:47.409 Architecture now I want to talk about silos.00:29:47.410 --> 00:29:48.856 We've kind of talked about this00:29:48.856 --> 00:29:49.820 three click from the00:29:49.876 --> 00:29:51.500 home page concept and why a fewer00:29:51.500 --> 00:29:53.308 number of clicks is important and crawl00:29:53.308 --> 00:29:54.898 budget and all these other things.00:29:54.900 --> 00:29:58.644 Now I want to talk about SEO silos,00:29:58.650 --> 00:30:00.378 so if you've seen this out on the Internet,00:30:00.380 --> 00:30:01.856 you've seen people chattering about this.00:30:01.860 --> 00:30:03.948 You may have seen mixed reviews00:30:03.948 --> 00:30:06.150 about these kinds of strategies,00:30:06.150 --> 00:30:07.505 as silos have mixed reviews00:30:07.505 --> 00:30:08.589 in the SEO community.00:30:08.590 --> 00:30:11.068 Some people absolutely swear by them.00:30:11.070 --> 00:30:13.110 Others say that they're extremely overrated.00:30:13.110 --> 00:30:14.268 So I want to lay out.00:30:14.270 --> 00:30:15.416 Kind of what's going on here?00:30:15.420 --> 00:30:17.220 This tactic and you can decide00:30:17.220 --> 00:30:19.120 for yourself what you want to do.00:30:19.120 --> 00:30:21.016 The basic idea here is this.00:30:21.020 --> 00:30:23.480 You create a number of smaller00:30:23.480 --> 00:30:25.554 pages that are specifically designed00:30:25.554 --> 00:30:28.074 to link to and help boost the00:30:28.074 --> 00:30:30.497 authority of your core keyword page.00:30:30.500 --> 00:30:32.264 There's many different ways to do this.00:30:32.270 --> 00:30:34.160 You'll see people swearing by their00:30:34.160 --> 00:30:35.825 own personal implementation or these00:30:35.825 --> 00:30:37.575 really complex sort of configurations.00:30:37.580 --> 00:30:39.337 I'm going to walk through the most00:30:39.337 --> 00:30:40.648 simple possible way to do this.00:30:40.650 --> 00:30:42.618 You can get a good idea of what00:30:42.618 --> 00:30:44.292 we're talking about, so here we go.00:30:44.292 --> 00:30:45.282 We have our core page.00:30:45.290 --> 00:30:46.562 We've done our keyword.00:30:46.562 --> 00:30:48.827 Church we have our page kind of00:30:48.827 --> 00:30:50.472 optimized for core and secondary00:30:50.472 --> 00:30:52.695 keywords and then we have 3 accessory00:30:52.695 --> 00:30:54.200 keyword pages down below it.00:30:54.200 --> 00:30:55.502 So we have our primary page00:30:55.502 --> 00:30:56.760 optimized for that core keyword,00:30:56.760 --> 00:30:58.470 maybe a few secondary keywords are00:30:58.470 --> 00:31:00.873 in there as well and there's three00:31:00.873 --> 00:31:02.430 accessory keywords right nearby.00:31:02.430 --> 00:31:04.680 Let's say it's something like luxury00:31:04.680 --> 00:31:06.988 platinum watches and the accessory keywords00:31:06.988 --> 00:31:09.238 are something like our platinum watches.00:31:09.240 --> 00:31:10.128 Worth it.00:31:10.128 --> 00:31:12.348 Platinum watch cost comparison and00:31:12.348 --> 00:31:14.171 platinum and titanium difference00:31:14.171 --> 00:31:16.246 so that core keyword that.00:31:16.250 --> 00:31:17.970 Primary thing we want to rank for and00:31:17.970 --> 00:31:19.738 then sort of three secondary keywords.00:31:19.740 --> 00:31:21.498 Maybe it's not an exact fit,00:31:21.500 --> 00:31:23.537 but it's sort of arms length related.00:31:23.540 --> 00:31:26.564 The point here with silos is we'll generally00:31:26.564 --> 00:31:29.759 link the accessory pages to the core page,00:31:29.760 --> 00:31:29.985 right?00:31:29.985 --> 00:31:31.560 So we build out that core page.00:31:31.560 --> 00:31:33.075 We build out those accessory00:31:33.075 --> 00:31:34.997 pages and then we link those00:31:34.997 --> 00:31:37.037 accessory pages to that core page.00:31:37.040 --> 00:31:38.496 Try and boost it up a little bit.00:31:38.500 --> 00:31:39.600 Give it that internal link,00:31:39.600 --> 00:31:40.986 try and give it more authority.00:31:40.990 --> 00:31:42.782 Give it a little bit more relevance00:31:42.782 --> 00:31:45.020 and sort of connect them all together.00:31:45.020 --> 00:31:47.882 We'll also link our core page to at least.00:31:47.890 --> 00:31:50.330 One accessory page is generally00:31:50.330 --> 00:31:53.494 the most commonly used SEO title00:31:53.494 --> 00:31:55.824 implementation I've seen out there,00:31:55.824 --> 00:31:57.343 so we have our core page right.00:31:57.350 --> 00:31:59.330 It's generally linking to at least00:31:59.330 --> 00:32:01.310 one accessory page and each accessory00:32:01.310 --> 00:32:03.718 page is linking to that core page and00:32:03.776 --> 00:32:05.858 usually to one other accessory page.00:32:05.860 --> 00:32:08.500 The point here is to get the search00:32:08.500 --> 00:32:10.731 engine finding all of these accessory00:32:10.731 --> 00:32:12.987 pages in the easiest way possible.00:32:12.990 --> 00:32:14.169 This looks complicated,00:32:14.169 --> 00:32:15.348 but it's not.00:32:15.350 --> 00:32:17.195 The premise here is relevance00:32:17.195 --> 00:32:19.749 and I do want you to keep.00:32:19.750 --> 00:32:20.714 Keep that in mind.00:32:20.714 --> 00:32:22.160 You may have a site with00:32:22.218 --> 00:32:23.618 a large number of topics,00:32:23.620 --> 00:32:26.105 but you're creating a silo of relevance,00:32:26.110 --> 00:32:27.160 and that's sort of the point here.00:32:27.160 --> 00:32:29.239 This is a seems to be a little bit00:32:29.239 --> 00:32:31.253 more valid for sites that have00:32:31.253 --> 00:32:32.973 lots of different categories and00:32:33.034 --> 00:32:35.169 topics that are seemingly unrelated.00:32:35.170 --> 00:32:36.860 And, importantly, the silo doesn't00:32:36.860 --> 00:32:39.270 link out to a relevant categories,00:32:39.270 --> 00:32:41.685 it stays within an extremely tight topic,00:32:41.690 --> 00:32:44.132 and that's sort of the premise00:32:44.132 --> 00:32:46.290 behind why it allegedly works.00:32:46.290 --> 00:32:48.006 Silos have other uses as well.00:32:48.010 --> 00:32:49.760 It's not just for this sort of.00:32:49.760 --> 00:32:52.028 Very specific category linking core keyword00:32:52.028 --> 00:32:54.849 pages are often very commercial in nature.00:32:54.850 --> 00:32:57.468 They're sometimes referred to as money pages.00:32:57.470 --> 00:32:59.396 Whenever you see people mentioning money00:32:59.396 --> 00:33:01.190 pages, this is what they're talking about.00:33:01.190 --> 00:33:02.884 It's that kind of core keyword page.00:33:02.890 --> 00:33:04.714 Maybe it drives a lot of your business.00:33:04.720 --> 00:33:06.820 It's called your your money page00:33:06.820 --> 00:33:08.590 or your commercial intent page.00:33:08.590 --> 00:33:10.150 Money pages can be very difficult00:33:10.150 --> 00:33:11.190 to acquire links to.00:33:11.190 --> 00:33:12.996 However, right because the site owners00:33:12.996 --> 00:33:15.146 you're reaching out to are usually a00:33:15.146 --> 00:33:16.922 little bit skeptical of your intentions.00:33:16.930 --> 00:33:18.454 You send someone an e-mail, you say,00:33:18.454 --> 00:33:19.664 hey, I've created this great00:33:19.664 --> 00:33:20.700 resource for your users.00:33:20.700 --> 00:33:21.844 If you want to link out to it,00:33:21.850 --> 00:33:22.850 that would be great.00:33:22.850 --> 00:33:24.350 And then it's just a sales00:33:24.403 --> 00:33:25.679 page for luxury watches.00:33:25.680 --> 00:33:27.402 It's easy to understand why webmasters00:33:27.402 --> 00:33:29.513 getting that e-mail are going to be a00:33:29.513 --> 00:33:30.875 little bit skeptical of that right.00:33:30.880 --> 00:33:32.464 Accessory pages are different,00:33:32.464 --> 00:33:32.860 however,00:33:32.860 --> 00:33:35.050 they're generally not commercial intent.00:33:35.050 --> 00:33:36.780 It's usually easier to acquire00:33:36.780 --> 00:33:38.960 links to these types of pages,00:33:38.960 --> 00:33:41.064 so not only can they usually rank well00:33:41.064 --> 00:33:42.520 because they're lower competition,00:33:42.520 --> 00:33:43.519 lower search volume,00:33:43.519 --> 00:33:45.517 but they're not commercial in nature.00:33:45.520 --> 00:33:47.385 They simply are designed to00:33:47.385 --> 00:33:48.877 answer the users question,00:33:48.880 --> 00:33:50.728 and so that's sort of why they work.00:33:50.730 --> 00:33:52.320 As a decent lead magnet,00:33:52.320 --> 00:33:54.308 when you do outreach for link building,00:33:54.310 --> 00:33:56.126 there's a lot of debate on silos you'll00:33:56.126 --> 00:33:57.469 find so many different arguments00:33:57.469 --> 00:33:59.149 for and against them you'll see00:33:59.149 --> 00:34:00.926 a lot of endless debate on this,00:34:00.930 --> 00:34:03.306 and I doubt it's going away anytime soon.00:34:03.310 --> 00:34:03.627 Look,00:34:03.627 --> 00:34:05.529 the silo concept makes a lot00:34:05.529 --> 00:34:06.970 of sense on paper.00:34:06.970 --> 00:34:09.010 That's why I wanted to bring it up.00:34:09.010 --> 00:34:10.130 It does when you lay it out.00:34:10.130 --> 00:34:11.314 It's actually pretty logical.00:34:11.314 --> 00:34:13.649 It makes a lot of sense on paper.00:34:13.650 --> 00:34:14.980 It's also a very convenient00:34:14.980 --> 00:34:16.310 way to do your marketing.00:34:16.310 --> 00:34:17.450 You do your keyword research.00:34:17.450 --> 00:34:19.130 You lay all the stuff out there,00:34:19.130 --> 00:34:20.826 and it's a pretty convenient way to say.00:34:20.830 --> 00:34:21.153 OK,00:34:21.153 --> 00:34:22.768 I should prioritize this page00:34:22.768 --> 00:34:24.882 and then these types of content00:34:24.882 --> 00:34:26.398 and create them internally.00:34:26.400 --> 00:34:28.017 Link them all and it's it's a00:34:28.017 --> 00:34:29.140 decent content marketing strategy.00:34:29.140 --> 00:34:29.950 I like it a lot.00:34:29.950 --> 00:34:32.302 The problem with silos and being00:34:32.302 --> 00:34:33.870 super religious about whether00:34:33.938 --> 00:34:35.516 or not they work is this.00:34:35.520 --> 00:34:37.512 There's so many examples of sites00:34:37.512 --> 00:34:39.659 out there that rank really well.00:34:39.660 --> 00:34:41.718 They get a ton of traffic and00:34:41.718 --> 00:34:43.579 they've never even heard of silos.00:34:43.580 --> 00:34:45.740 They're not using silos at all.00:34:45.740 --> 00:34:47.680 They haven't implemented this concept,00:34:47.680 --> 00:34:49.155 and they're still ranking really00:34:49.155 --> 00:34:50.840 well in generating a lot of.00:34:50.840 --> 00:34:54.485 Graphic, so the silo concept is a good one.00:34:54.490 --> 00:34:57.230 I I do like it but it's not the magic00:34:57.309 --> 00:34:59.265 bullet that I think a lot00:34:59.265 --> 00:35:00.870 of people claim it is.00:35:00.870 --> 00:35:03.110 The higher level take away here is this.00:35:03.110 --> 00:35:05.105 You you really need to add relevant00:35:05.105 --> 00:35:06.585 internal links to your pages00:35:06.585 --> 00:35:08.010 where it typically makes sense00:35:08.010 --> 00:35:10.048 and as long as you're doing that,00:35:10.050 --> 00:35:11.362 you're probably getting the00:35:11.362 --> 00:35:13.002 8020 out of this benefit.00:35:13.010 --> 00:35:15.428 If you want to do silos, that's great.00:35:15.428 --> 00:35:15.946 That's fine.00:35:15.946 --> 00:35:18.197 This is a great way to sort of00:35:18.197 --> 00:35:19.469 plan your content marketing,00:35:19.470 --> 00:35:20.545 but I'm not convinced this00:35:20.545 --> 00:35:21.959 is the only way to do it.00:35:21.960 --> 00:35:23.960 And if you don't want to do silos,00:35:23.960 --> 00:35:24.656 that's fine too.00:35:24.656 --> 00:35:27.060 So I just want to go over that concept.00:35:27.060 --> 00:35:28.490 When you see people talking00:35:28.490 --> 00:35:29.920 about silos on the Internet,00:35:29.920 --> 00:35:32.260 this is what they're talking about.00:35:32.260 --> 00:35:33.550 Some people swear by it.00:35:33.550 --> 00:35:35.494 They say you have to do it this way.00:35:35.500 --> 00:35:37.600 Other people say this is just00:35:37.600 --> 00:35:38.488 rational internal linking,00:35:38.488 --> 00:35:40.900 so you can be the judge on that.00:35:40.900 --> 00:35:42.770 Run your own test yourselves.00:35:46.730 --> 00:35:49.016 OK, Everyone Ron, you're still here.00:35:51.970 --> 00:35:53.866 Yes Sir. Alright so as I00:35:53.866 --> 00:35:55.670 understood what he was saying,00:35:55.670 --> 00:35:57.614 the silo idea is basically what00:35:57.614 --> 00:35:59.366 we're doing with champions and00:35:59.366 --> 00:36:00.870 supporting pages. Yes, exactly.00:36:00.870 --> 00:36:04.190 Which is why I'm putting00:36:04.190 --> 00:36:05.366 I mean, I was a little.00:36:05.370 --> 00:36:06.786 I love this guy, he's great.00:36:06.790 --> 00:36:07.954 I've seen him before.00:36:07.954 --> 00:36:09.409 My issue is he says,00:36:09.410 --> 00:36:10.994 don't change URLs and I'm like00:36:10.994 --> 00:36:13.010 OK why and he never says why.00:36:13.010 --> 00:36:14.530 So I tried to put the answer there.00:36:14.530 --> 00:36:16.178 I'm trying to make sure that you know,00:36:16.180 --> 00:36:17.554 we understand if he tells us00:36:17.554 --> 00:36:18.470 something that's really important,00:36:18.470 --> 00:36:19.726 don't freaking change URL.00:36:19.726 --> 00:36:21.296 Why do we not change?00:36:21.300 --> 00:36:22.644 URL So I put that answer there00:36:22.644 --> 00:36:24.165 and then when he was talking about00:36:24.165 --> 00:36:25.503 silos I typed in champions and00:36:25.554 --> 00:36:26.798 supporting pages because that's00:36:26.798 --> 00:36:28.353 really what we're talking about,00:36:28.360 --> 00:36:28.716 right?00:36:28.716 --> 00:36:31.564 I'm not gonna create a bunch of ecommerce00:36:31.564 --> 00:36:34.539 blog posts and then link it to payment hub.00:36:34.540 --> 00:36:35.708 That doesn't make sense.00:36:35.708 --> 00:36:37.460 I'm going to stick within my00:36:37.515 --> 00:36:39.717 silo within my champion and my00:36:39.717 --> 00:36:40.818 supporting page relationship.00:36:40.820 --> 00:36:43.716 So if I go out and create integrating,00:36:43.720 --> 00:36:45.136 why integrating woo commerce00:36:45.136 --> 00:36:47.740 and this makes a lot of sense.00:36:47.740 --> 00:36:49.343 I'm going to link that to our00:36:49.343 --> 00:36:50.436 champion page slash integrations00:36:50.436 --> 00:36:51.856 or whatever our champion.00:36:51.860 --> 00:36:52.224 That's right,00:36:52.224 --> 00:36:53.316 that's really all he was saying.00:36:53.320 --> 00:36:55.686 So we definitely follow the silo concept.00:36:55.690 --> 00:36:57.895 We actually call it champions00:36:57.895 --> 00:36:59.218 and supporting pages.00:36:59.220 --> 00:36:59.636 Alright,00:36:59.636 --> 00:37:02.132 and UM so his biggest warning00:37:02.132 --> 00:37:04.458 was about don't change the URL's.00:37:04.458 --> 00:37:06.054 What was your answer to that then00:37:06.060 --> 00:37:07.644 I typed it up in the00:37:07.650 --> 00:37:09.274 The problem is is when it comes00:37:09.274 --> 00:37:10.758 out and indexes on our website.00:37:10.760 --> 00:37:14.337 Let's say for example I have a00:37:14.337 --> 00:37:15.978 page called clarity.com/ron Dash00:37:15.978 --> 00:37:18.141 Halverson and they go out and index00:37:18.141 --> 00:37:19.915 it and that's where my bio is.00:37:19.920 --> 00:37:22.160 And then I'm like you know what00:37:22.160 --> 00:37:23.696 I want to put SEO God.00:37:23.700 --> 00:37:25.350 So I switched my URL to00:37:28.820 --> 00:37:29.073 clarity.com/SEOgod/ron.00:37:29.073 --> 00:37:30.338 About Halverson and I'm like,00:37:30.340 --> 00:37:33.164 Woohoo and I move my page there well00:37:33.170 --> 00:37:35.190 75 people, including Google indexing,00:37:35.190 --> 00:37:36.066 bookmarked, rondat Halverson.00:37:36.066 --> 00:37:38.992 So now when they try to go to that page00:37:38.992 --> 00:37:40.648 or if somebody Googles Ron Halverson00:37:40.648 --> 00:37:42.541 and Google serves up that page and00:37:42.541 --> 00:37:44.814 then click the page to go to slash,00:37:44.814 --> 00:37:46.344 Ron dot Alberon Dash Halverson00:37:46.344 --> 00:37:47.509 doesn't exist anymore.00:37:47.510 --> 00:37:49.143 It's a 404 error now, right?00:37:49.143 --> 00:37:51.240 If I don't go to a 301 redirect and00:37:51.298 --> 00:37:53.026 let Google know that that location00:37:53.026 --> 00:37:55.129 is moved and I've changed the URL,00:37:55.130 --> 00:37:57.314 which those are a pain in the **** to do00:37:57.314 --> 00:38:00.270 when you don't want to do them inside DNN.00:38:00.270 --> 00:38:01.821 They become difficult,00:38:01.821 --> 00:38:04.406 so don't change the URL.00:38:04.410 --> 00:38:06.090 Just change the page title,00:38:06.090 --> 00:38:07.334 change the Meta description,00:38:07.334 --> 00:38:09.392 change the content, update everything else,00:38:09.392 --> 00:38:10.888 leave the URLs alone,00:38:10.890 --> 00:38:12.558 don't change them or you're going00:38:12.558 --> 00:38:13.917 to mess up links, bookmarks.00:38:13.917 --> 00:38:15.893 You got to go to Aaron and have00:38:15.893 --> 00:38:17.710 him do additional 301 redirects.00:38:17.710 --> 00:38:21.550 Otherwise you're orphaning that old URL.00:38:21.550 --> 00:38:22.590 That makes sense to everybody,00:38:22.590 --> 00:38:22.860 I hope.00:38:24.990 --> 00:38:26.565 Yep, and like you said the uh,00:38:26.570 --> 00:38:28.666 the older and bigger site is the risk00:38:28.666 --> 00:38:30.765 here it is to change the site map00:38:30.765 --> 00:38:32.503 because just dealing with so many00:38:32.503 --> 00:38:34.456 more links and so many more redirects00:38:34.456 --> 00:38:36.512 that you have to deal with before you00:38:36.512 --> 00:38:38.520 finish Steven at the tail end of this00:38:38.575 --> 00:38:40.600 I want to go back where he said most00:38:40.600 --> 00:38:42.355 people can't do a three that crawled00:38:42.355 --> 00:38:44.112 up he was talking about the crawled up.00:38:44.112 --> 00:38:45.632 We definitely do it and we know how00:38:45.632 --> 00:38:47.122 to do it for our clients and I just00:38:47.122 --> 00:38:48.634 wanted to cover that with you guys and00:38:48.634 --> 00:38:50.965 say how we cover our butts with that00:38:50.965 --> 00:38:53.099 before we leave this conversation.00:38:53.100 --> 00:38:55.186 All right, we'll get this next couple00:38:55.186 --> 00:38:57.428 and then give you the floor on that.00:38:57.430 --> 00:39:01.978 OK link. Neighborhoods.00:39:10.770 --> 00:39:12.443 So we talked a little bit about00:39:12.443 --> 00:39:13.950 link building and internal links.00:39:13.950 --> 00:39:16.814 I want to talk about a document relevancy00:39:16.814 --> 00:39:19.397 aspect of this that also involves other00:39:19.397 --> 00:39:22.600 sites and the idea is Lync neighborhoods.00:39:22.600 --> 00:39:26.625 This is a controversial strategy I have,00:39:26.630 --> 00:39:27.668 but it has worked for me,00:39:27.670 --> 00:39:29.189 so I want to talk about it.00:39:29.190 --> 00:39:32.421 So Google loves a good resource, right?00:39:32.421 --> 00:39:34.647 Good resources are good for users.00:39:34.650 --> 00:39:36.750 They help Google understand where you00:39:36.750 --> 00:39:39.246 are in their entire ecosystem, right?00:39:39.246 --> 00:39:41.326 If you think about how00:39:41.326 --> 00:39:42.990 the web initially formed,00:39:42.990 --> 00:39:44.658 there's these little pockets of websites00:39:44.658 --> 00:39:46.450 that are kind of constantly linking00:39:46.450 --> 00:39:48.900 to each other and it's easier to infer00:39:48.900 --> 00:39:50.939 from a search engine perspective these00:39:50.939 --> 00:39:53.052 thematic and contextual relationships, right?00:39:53.052 --> 00:39:54.746 A bunch of car sites are all00:39:54.746 --> 00:39:56.106 linking to car sites, right?00:39:56.106 --> 00:39:57.882 A bunch of pet shop sites00:39:57.882 --> 00:39:59.399 are linking to pet shop.00:39:59.400 --> 00:40:00.018 That's right,00:40:00.018 --> 00:40:02.490 the the web sort of form this way,00:40:02.490 --> 00:40:04.320 and I find especially when starting00:40:04.320 --> 00:40:06.509 a new site or creating a new00:40:06.509 --> 00:40:08.838 page that a very helpful tactic.00:40:08.838 --> 00:40:11.430 Sort of like instantly pushed me00:40:11.517 --> 00:40:14.349 up in in search results is to embed00:40:14.349 --> 00:40:16.708 myself in a link neighborhood.00:40:16.710 --> 00:40:18.761 What that means is when I figured00:40:18.761 --> 00:40:20.200 out my primary keyword,00:40:20.200 --> 00:40:22.984 when I know what I wanna optimize for,00:40:22.990 --> 00:40:27.225 I often find myself linking to competitors.00:40:27.230 --> 00:40:30.728 This can be very controversial tactic,00:40:30.730 --> 00:40:32.386 especially if you're a bigger company,00:40:32.390 --> 00:40:34.931 especially if like you're bored or your00:40:34.931 --> 00:40:37.340 executives or whoever don't really get SEO.00:40:37.340 --> 00:40:38.580 It can seem very controversial,00:40:38.580 --> 00:40:38.750 right?00:40:38.750 --> 00:40:39.770 Why would we link to competitors?00:40:39.770 --> 00:40:41.108 Why would we give to competitors?00:40:41.110 --> 00:40:41.770 You're crazy,00:40:41.770 --> 00:40:42.100 right?00:40:44.200 --> 00:40:46.751 Especially if I'm starting a new site, what00:40:46.751 --> 00:40:50.519 I find is that people sort of overemphasize.00:40:50.520 --> 00:40:53.194 Themselves like they, they tend to think00:40:53.194 --> 00:40:55.800 that no matter whatever they write,00:40:55.800 --> 00:40:57.681 all of their users will listen to them and00:40:57.681 --> 00:40:59.578 all of their traffic will will go there.00:40:59.580 --> 00:41:01.500 And that just isn't the case.00:41:01.500 --> 00:41:05.262 What I generally find is I start linking the00:41:05.262 --> 00:41:08.487 competitors on a page that no one visiting.00:41:08.490 --> 00:41:12.274 No one continues to visit and none of my00:41:12.274 --> 00:41:14.535 zero traffic goes to my competitors, right?00:41:14.535 --> 00:41:16.975 But what I've done from a document relevancy00:41:16.975 --> 00:41:18.926 perspective of is I've said, hey Google,00:41:18.926 --> 00:41:20.966 I'm associated with these websites,00:41:20.970 --> 00:41:23.229 So what I generally do is I find the00:41:23.229 --> 00:41:25.110 primary keyword I'm trying to write for00:41:25.110 --> 00:41:27.675 and I link out to the people that are00:41:27.675 --> 00:41:29.533 ranking really well for that keyword.00:41:29.533 --> 00:41:32.354 That generally moves me up in the00:41:32.354 --> 00:41:34.149 search results and later on,00:41:34.150 --> 00:41:35.854 if you find you've built a bunch of00:41:35.854 --> 00:41:37.730 authority, users are loving your content.00:41:37.730 --> 00:41:38.742 If it seems reasonable.00:41:38.742 --> 00:41:40.570 You can sort of pull those competitor00:41:40.570 --> 00:41:42.594 links off the page if you need to.00:41:42.600 --> 00:41:43.480 Sometimes you don't need to,00:41:43.480 --> 00:41:44.839 it really depends.00:41:44.839 --> 00:41:46.198 So very broadly,00:41:46.200 --> 00:41:49.306 the point here is that in order to.00:41:49.306 --> 00:41:51.394 Help Google understand the00:41:51.394 --> 00:41:52.960 document relevancy equation.00:41:52.960 --> 00:41:54.940 One thing I really like to do is embed00:41:54.940 --> 00:41:56.986 my document into a link neighborhood by00:41:56.986 --> 00:41:59.405 linking to some of the sites that are00:41:59.405 --> 00:42:02.980 already ranking really well for that keyword.00:42:02.980 --> 00:42:03.446 All right,00:42:03.446 --> 00:42:05.820 I'm just gonna open up the floor to this one.00:42:05.820 --> 00:42:08.298 Anyone have any thoughts on that?00:42:08.300 --> 00:42:09.460 I got lots obviously,00:42:09.460 --> 00:42:11.908 but I want to hear I don't want00:42:11.908 --> 00:42:13.488 to take the floor so.00:42:13.490 --> 00:42:15.709 It does seem like a risky move,00:42:15.710 --> 00:42:19.139 but it might work really well for a startup.00:42:19.140 --> 00:42:20.855 So here's how we do it right,00:42:20.860 --> 00:42:21.930 and I'm writing these00:42:21.930 --> 00:42:22.680 By the way,00:42:22.680 --> 00:42:23.930 Steven in the conversation so00:42:23.930 --> 00:42:25.243 people could come back and see00:42:25.243 --> 00:42:26.850 this if they want to do it right.00:42:26.850 --> 00:42:29.640 So the way we do it is I do exactly00:42:29.720 --> 00:42:32.510 what he said minus the competitors.00:42:32.510 --> 00:42:36.240 So if I'm trying to rank for a word like.00:42:36.240 --> 00:42:36.915 COVID test kit.00:42:36.915 --> 00:42:37.140 Well,00:42:37.140 --> 00:42:38.996 I don't want to send them to my00:42:38.996 --> 00:42:40.592 competitor to buy the COVID test kit.00:42:40.600 --> 00:42:42.898 So what I do is I go out on Google and00:42:42.898 --> 00:42:45.013 I do a site search and I'll do site,00:42:45.020 --> 00:42:45.387 colon,00:42:45.387 --> 00:42:45.754 star,00:42:45.754 --> 00:42:48.323 Gov and then COVID test and it'll00:42:48.323 --> 00:42:50.833 come back and show me like the00:42:50.833 --> 00:42:53.025 CDC government site is the top00:42:53.025 --> 00:42:55.233 ranking site that talks about it.00:42:55.240 --> 00:42:57.179 Well they're not a competitor are they?00:42:57.180 --> 00:42:59.042 But yet they're probably a super high00:42:59.042 --> 00:43:01.046 ranking site so I can link out to them.00:43:01.050 --> 00:43:03.218 I can be associated with them to Google.00:43:03.220 --> 00:43:05.420 I don't have to associate with a competitor.00:43:05.420 --> 00:43:06.608 The most important thing that the00:43:06.608 --> 00:43:07.863 link that he was talking about00:43:07.863 --> 00:43:09.333 is I'm a so Google sees this00:43:09.333 --> 00:43:10.300 associated with high ranking.00:43:10.300 --> 00:43:13.196 Domain so I do a search for the00:43:13.196 --> 00:43:15.290 top government rated site and then00:43:15.290 --> 00:43:17.266 I do a search for thetop.edu.00:43:17.266 --> 00:43:19.046 What if I found that00:43:19.046 --> 00:43:20.470 Stanford University wrote an00:43:20.528 --> 00:43:22.276 article about integrating and00:43:22.276 --> 00:43:24.024 how beneficial integration is?00:43:24.030 --> 00:43:25.590 Well, then on my integration site00:43:25.590 --> 00:43:27.766 page I'm going to link out to the00:43:27.766 --> 00:43:29.386 Stanford article that talks about why00:43:29.445 --> 00:43:31.281 integrating is so important and Google00:43:31.281 --> 00:43:33.620 is going to associate me with that00:43:33.620 --> 00:43:36.210 really super high ranking link out to00:43:36.210 --> 00:43:37.834 Stanford's website and I don't have to00:43:37.834 --> 00:43:39.610 link to competitors so I never have to00:43:39.610 --> 00:43:40.889 worry about removing those links, so.00:43:40.889 --> 00:43:42.562 We do the exact same thing that00:43:42.562 --> 00:43:44.696 was that thing that I termed when I00:43:44.696 --> 00:43:46.418 taught you back almost a year ago.00:43:46.420 --> 00:43:48.340 I called the citation sandwich.00:43:48.340 --> 00:43:49.600 That's what I was talking about.00:43:49.600 --> 00:43:51.110 Remember how they said you00:43:51.110 --> 00:43:52.620 should link to 1 accessory?00:43:52.620 --> 00:43:55.196 I always say link to a government site,00:43:55.200 --> 00:43:56.524 link to an accessory,00:43:56.524 --> 00:43:58.510 then link to the Edu site.00:43:58.510 --> 00:43:59.995 There's your sitation sandwich to00:43:59.995 --> 00:44:01.480 external links and an internal00:44:01.530 --> 00:44:02.970 link and there's your sandwich.00:44:02.970 --> 00:44:04.398 And that's exactly what we're doing.00:44:04.400 --> 00:44:06.408 We just call it a different name and00:44:06.408 --> 00:44:08.399 we call it the citation sandwich.00:44:08.400 --> 00:44:10.458 But instead of linking to competitors,00:44:10.460 --> 00:44:11.309 I'm going out.00:44:11.309 --> 00:44:13.625 Using the Moz tools and EEO minion and00:44:13.625 --> 00:44:15.841 some other tools to make sure that the00:44:15.841 --> 00:44:17.967 sites I'm linking to are like domain,00:44:17.970 --> 00:44:19.630 seventy 80s and 90s.00:44:19.630 --> 00:44:21.705 Really super High ranking authority00:44:21.705 --> 00:44:24.590 so it helps rank and boost our pages.00:44:27.510 --> 00:44:30.218 Alright, excellent. OK,00:44:30.218 --> 00:44:33.446 last one for the day everyone.00:44:33.450 --> 00:44:36.018 Freshness and recency.00:44:39.320 --> 00:44:40.940 Alright, next I want to talk00:44:40.940 --> 00:44:42.020 about freshness and recency.00:44:42.020 --> 00:44:45.716 So in 2011 Google had an update Google00:44:45.716 --> 00:44:47.950 Caffeine update and the idea here was00:44:47.950 --> 00:44:50.480 they wanted to start sort of biasing00:44:50.480 --> 00:44:52.200 towards newness towards freshness,00:44:52.200 --> 00:44:53.097 right towards recency.00:44:53.097 --> 00:44:55.190 There's a couple things going on here.00:44:55.190 --> 00:44:58.627 The first is just general user experience.00:44:58.630 --> 00:45:00.240 Old outdated content sucks, right?00:45:00.240 --> 00:45:01.878 And so the more relevant and recent you are,00:45:01.880 --> 00:45:03.264 the better it is.00:45:03.264 --> 00:45:05.905 The other aspect of this is certain00:45:05.905 --> 00:45:08.750 queries are very related to the time00:45:08.750 --> 00:45:10.859 and place that you're in, right?00:45:10.859 --> 00:45:12.293 If you type Super Bowl one00:45:12.293 --> 00:45:13.610 day before the Super Bowl,00:45:13.610 --> 00:45:14.930 you're probably looking for00:45:14.930 --> 00:45:16.580 information about the Super Bowl.00:45:16.580 --> 00:45:18.127 But if you type Super Bowl six00:45:18.127 --> 00:45:19.360 months after the Super Bowl,00:45:19.360 --> 00:45:21.028 maybe you're looking for the history00:45:21.028 --> 00:45:23.059 of the Super Bowl so it kind of00:45:23.059 --> 00:45:24.720 depends on the query in that sense.00:45:24.720 --> 00:45:27.330 But the broader point is this00:45:27.330 --> 00:45:28.635 that Google biases.00:45:28.640 --> 00:45:30.484 Towards recency towards freshness,00:45:30.484 --> 00:45:31.867 and you can.00:45:31.870 --> 00:45:33.814 You can see a huge boost in traffic00:45:33.814 --> 00:45:35.749 if you implement this strategy.00:45:35.750 --> 00:45:37.469 One way to do this is you look at00:45:37.469 --> 00:45:39.267 all of your best performing pages.00:45:39.270 --> 00:45:41.326 You look at them overtime and you wanna00:45:41.326 --> 00:45:43.030 go through them starting with the00:45:43.030 --> 00:45:45.180 the top performing pages from an SEO00:45:45.180 --> 00:45:48.290 traffic perspective and just fix them right,00:45:48.290 --> 00:45:49.139 clean them up,00:45:49.139 --> 00:45:49.988 fix screen shots,00:45:49.990 --> 00:45:50.674 update them,00:45:50.674 --> 00:45:53.068 fix broken links and I generally find00:45:53.068 --> 00:45:55.479 that when I go back into my analytics00:45:55.479 --> 00:45:58.005 and I freshen up and I kind of refresh00:45:58.005 --> 00:45:59.802 and update my best performing pages,00:45:59.802 --> 00:46:01.607 there's generally a boost there.00:46:01.610 --> 00:46:03.890 Google understands and sees the newness.00:46:03.890 --> 00:46:05.698 Maybe maybe users stay on the site longer.00:46:05.700 --> 00:46:06.972 Maybe they visit more.00:46:06.972 --> 00:46:08.880 Pages perception this is a great00:46:08.941 --> 00:46:11.021 tactic to sort of see an instant jump00:46:11.021 --> 00:46:13.439 and all your traffic go to your top00:46:13.439 --> 00:46:15.324 performing pages and just update them.00:46:15.324 --> 00:46:17.613 Clean them up and make them fresh.00:46:20.830 --> 00:46:22.818 OK, that is something that autom and00:46:22.818 --> 00:46:24.838 I are certainly familiar with, so.00:46:24.838 --> 00:46:27.204 I've got 4 real quick and easy00:46:27.204 --> 00:46:29.648 ways to freshen up old pages.00:46:29.650 --> 00:46:32.403 Somebody give me one. Uhm, OK,00:46:32.403 --> 00:46:35.227 so one way to like pressure what page?00:46:35.230 --> 00:46:37.810 UM would be to like.00:46:37.810 --> 00:46:40.106 Make sure that like all the links work00:46:40.106 --> 00:46:42.890 and you know fix any broken links. Umm?00:46:42.890 --> 00:46:47.570 And then I guess another way would be to.00:46:47.570 --> 00:46:48.675 I'm just gonna like update00:46:48.675 --> 00:46:49.780 the content a little bit.00:46:49.780 --> 00:46:52.676 Make sure that everything's like you know00:46:52.676 --> 00:46:55.270 up to date in terms of like information.00:46:57.520 --> 00:46:59.345 Absolutely Umm, and with the00:46:59.345 --> 00:47:01.170 when you say broken links,00:47:01.170 --> 00:47:02.302 that would also include.00:47:02.302 --> 00:47:04.000 Make sure that all the images00:47:04.061 --> 00:47:05.633 are there and that there aren't00:47:05.633 --> 00:47:07.825 any broken images or broken links00:47:07.825 --> 00:47:10.060 internally or externally and then one.00:47:10.060 --> 00:47:12.358 I thought of that he didn't00:47:12.358 --> 00:47:14.541 mention was updating your branding00:47:14.541 --> 00:47:16.308 because maybe you're putting,00:47:16.308 --> 00:47:19.656 you know your new logos on or you're00:47:19.656 --> 00:47:22.116 switching from pictures over to00:47:22.120 --> 00:47:23.928 drawings for your representations00:47:23.928 --> 00:47:26.188 of what you're talking about.00:47:26.190 --> 00:47:27.212 So branding.00:47:27.212 --> 00:47:30.789 Changes every few years for some companies,00:47:30.790 --> 00:47:32.350 so updating that swap out,00:47:32.350 --> 00:47:34.345 swap out a nice stock photo for00:47:34.345 --> 00:47:36.065 a good screenshot of one of00:47:36.065 --> 00:47:37.410 our client projects we did.00:47:37.410 --> 00:47:38.820 That's really cool.00:47:38.820 --> 00:47:41.170 Update the Aria labels swizzle,00:47:41.170 --> 00:47:42.602 the SEO page title.00:47:42.602 --> 00:47:45.292 We just went and updated in the00:47:45.292 --> 00:47:47.038 database 862 page SEO titles00:47:47.038 --> 00:47:49.699 because what we did was we said we00:47:49.699 --> 00:47:51.988 added in the SEO page title again,00:47:51.990 --> 00:47:53.619 not the URL.00:47:53.619 --> 00:47:56.114 We updated updated 2021 and so00:47:56.114 --> 00:47:57.894 now that it was 2022 we had00:47:57.894 --> 00:47:59.142 to go back into the database.00:47:59.150 --> 00:48:01.832 And update all 862 page SEO00:48:01.832 --> 00:48:04.518 page titles from 2021 to 2022.00:48:04.518 --> 00:48:07.194 So Reese Swizzling the SEO meta00:48:07.194 --> 00:48:10.147 tags is another really good one.00:48:12.790 --> 00:48:14.385 Awesome, does anyone have anything00:48:14.385 --> 00:48:16.691 more to say about that or anything00:48:16.691 --> 00:48:18.316 we've talked about today before00:48:18.316 --> 00:48:20.299 Ron takes over for a little bit.00:48:20.300 --> 00:48:21.476 And this is only two minutes,00:48:21.480 --> 00:48:24.528 by the way, Ron. You got 2 minutes.00:48:24.530 --> 00:48:26.850 Awesome, so he talked about the crawl depth00:48:26.850 --> 00:48:29.204 and he said a lot of sites don't get and00:48:29.204 --> 00:48:31.785 I I believe him but I don't believe him.00:48:31.790 --> 00:48:33.878 If you think about our website,00:48:33.880 --> 00:48:36.687 how many clicks do you guys think?00:48:36.690 --> 00:48:38.965 On average it takes to get to00:48:38.965 --> 00:48:42.530 every one of our 7000 pages.00:48:42.530 --> 00:48:45.235 On average, I'd probably say00:48:45.235 --> 00:48:47.940 anywhere between 5:00 and 7:00.00:48:47.940 --> 00:48:50.630 OK, autumn, what's your guess?00:48:50.630 --> 00:48:52.135 Do you mean like from like the00:48:52.135 --> 00:48:53.804 home page or just mean from the00:48:53.804 --> 00:48:55.250 home page from the home page?00:48:55.250 --> 00:48:57.320 How many clicks does it take me to get00:48:57.320 --> 00:48:59.637 to every single page of our 7000 pages?00:49:02.410 --> 00:49:06.612 Well on average on average, how many clicks?00:49:06.612 --> 00:49:09.420 OK, OK. Let's see, like if so,00:49:09.420 --> 00:49:10.775 there's you know the champion00:49:10.775 --> 00:49:12.440 pages that are like one link,00:49:12.440 --> 00:49:14.316 one click away from the home page,00:49:14.320 --> 00:49:16.568 and then there's you know lots of blogs00:49:16.568 --> 00:49:18.613 and articles and such that are probably00:49:18.613 --> 00:49:21.086 more than that, like two or three.00:49:21.086 --> 00:49:23.960 And then there's probably also some more.00:49:23.960 --> 00:49:25.451 Just yeah, there's also some other ones00:49:25.451 --> 00:49:27.099 that are kind of a little bit further,00:49:27.100 --> 00:49:29.944 and they might be like 405 clicks,00:49:29.944 --> 00:49:32.791 so I guess it kind of depends.00:49:32.791 --> 00:49:33.896 I guess like I guess,00:49:33.900 --> 00:49:36.028 the average would be like 3 or 4,00:49:36.030 --> 00:49:37.556 two or three or something like that.00:49:37.560 --> 00:49:38.990 OK, so the answer is,00:49:38.990 --> 00:49:40.830 you're correct and you're wrong.00:49:40.830 --> 00:49:44.176 The answer is 2. But autumn was00:49:44.176 --> 00:49:47.379 correct from a CRO perspective.00:49:47.380 --> 00:49:49.260 From an education perspective,00:49:49.260 --> 00:49:52.080 when a user visits our homepage,00:49:52.080 --> 00:49:53.946 they're going to go up and00:49:53.946 --> 00:49:54.879 highlight the navigation.00:49:54.880 --> 00:49:58.275 And if underneath solutions we have Seth,00:49:58.280 --> 00:49:59.840 I can hit Seth and Boom,00:49:59.840 --> 00:50:01.880 I'm to the ecommerce page in one click.00:50:01.880 --> 00:50:02.855 That's a champion.00:50:02.855 --> 00:50:04.480 Everything in our top NAV.00:50:04.480 --> 00:50:05.770 All the links in our footer.00:50:05.770 --> 00:50:06.854 Those are our champions.00:50:06.854 --> 00:50:08.480 They should be one click away.00:50:08.480 --> 00:50:08.923 However,00:50:08.923 --> 00:50:10.695 every single other page00:50:10.695 --> 00:50:12.910 of the other 7000 pages.00:50:12.910 --> 00:50:15.694 Are only two clicks from the home page.00:50:15.700 --> 00:50:18.700 Did you know that users don't know that?00:50:18.700 --> 00:50:21.156 Because if they went down to the footer?00:50:21.160 --> 00:50:23.100 Clicked on the site map.00:50:23.100 --> 00:50:24.306 Guess what's in the site map?00:50:26.860 --> 00:50:28.690 A link to every single bloody00:50:28.690 --> 00:50:30.490 page on the entire website.00:50:30.490 --> 00:50:32.778 So why do we have a site map00:50:32.780 --> 00:50:34.680 users don't typically use it.00:50:34.680 --> 00:50:36.528 We do it for Google because we want00:50:36.528 --> 00:50:38.594 to make sure to tell Google hey all00:50:38.594 --> 00:50:40.540 these blog posts all these resources.00:50:40.540 --> 00:50:41.947 All this other crap that we're doing.00:50:41.950 --> 00:50:43.081 We don't want.00:50:43.081 --> 00:50:45.720 Don't want Google to click on resources,00:50:45.720 --> 00:50:46.900 click on a filter,00:50:46.900 --> 00:50:48.670 look at integration and then go00:50:48.729 --> 00:50:50.499 down through pagination and load00:50:50.499 --> 00:50:52.860 multiple things to find the articles.00:50:52.860 --> 00:50:55.050 No, we want to put it right on the site00:50:55.107 --> 00:50:57.123 map so Google sees a brand new page.00:50:57.130 --> 00:50:59.923 Two clicks away from the home page00:50:59.923 --> 00:51:01.591 automatically indexes your new00:51:01.591 --> 00:51:03.606 nicely freshly written blog post,00:51:03.610 --> 00:51:06.249 and it's crawled up this now too.00:51:06.250 --> 00:51:09.760 So theoretically, unless we mess up.00:51:09.760 --> 00:51:12.040 We should never have a page00:51:12.040 --> 00:51:13.340 more than two clicks away.00:51:13.340 --> 00:51:15.040 Now. Should we have some?00:51:15.040 --> 00:51:17.695 Potentially there might be some00:51:17.695 --> 00:51:21.144 pages like company meet the team.00:51:21.144 --> 00:51:22.336 Ron halverson.00:51:22.340 --> 00:51:23.980 We don't need to necessarily00:51:23.980 --> 00:51:24.964 index Ron's page,00:51:24.970 --> 00:51:26.914 so maybe we don't put Ron's00:51:26.914 --> 00:51:28.580 page in the site map.00:51:28.580 --> 00:51:30.452 Maybe we forced users to go the three00:51:30.452 --> 00:51:32.100 clicks and go through the company,00:51:32.100 --> 00:51:33.594 meet the team because that might00:51:33.594 --> 00:51:35.320 make sense and and that's not00:51:35.320 --> 00:51:37.000 necessarily really important for SEO.00:51:37.000 --> 00:51:37.213 OK,00:51:37.213 --> 00:51:39.380 well then I'll take that out of the site map,00:51:39.380 --> 00:51:39.740 right?00:51:39.740 --> 00:51:42.260 But that site map HTML is what00:51:42.260 --> 00:51:45.019 saves us and allows all of that00:51:45.019 --> 00:51:47.610 new content that autumn and Steven.00:51:47.610 --> 00:51:49.440 Writing every single week when we00:51:49.440 --> 00:51:51.475 rebuild that site map and we need00:51:51.475 --> 00:51:53.225 to make sure that it's being done00:51:53.283 --> 00:51:55.722 because I know it's been broken for a while.00:51:55.730 --> 00:51:57.767 All of their articles and blog posts00:51:57.767 --> 00:51:59.275 and everything that they're doing00:51:59.275 --> 00:52:01.312 to promote the Champions have to be00:52:01.312 --> 00:52:03.626 linked on the site map so we can tell Google.00:52:03.630 --> 00:52:05.268 Hey, here's a bunch of fresh content.00:52:05.270 --> 00:52:06.690 Crawl depth is only two,00:52:06.690 --> 00:52:08.598 so they're really important pages to00:52:08.598 --> 00:52:10.928 us and that helps rank them higher.00:52:10.930 --> 00:52:11.360 That's it,00:52:11.360 --> 00:52:12.220 that's the two minutes.00:52:12.220 --> 00:52:13.300 Any questions about that?