---Presenter: Ron HalversenSubject: SEO Strategies and Long Term SEODetails: In Part VII of the SEO Series for the marketing team training, Ron wraps up his lessons on SEO and how to implement the strategies covered for long term success.Duration: 01:19:44---00:00:05.300 --> 00:00:11.120 - So now we talked about the two types of content. Normally we 00:00:11.120 --> 00:00:17.425 - talked about 3, but one is just kind of another bucket and this 00:00:17.425 --> 00:00:20.820 - is for you know FA, QS contact 00:00:20.820 --> 00:00:24.888 - us. About us, you know these are just corporate informational 00:00:24.888 --> 00:00:28.208 - pages. You know terms of use, privacy statement, things like 00:00:28.208 --> 00:00:32.192 - that right and maybe like the site map and there's a handful 00:00:32.192 --> 00:00:36.176 - of pages, but for the most part, because this whole thing is 00:00:36.176 --> 00:00:39.496 - talking about content strategy, I'm only focusing on the two 00:00:39.496 --> 00:00:43.148 - types of content we write and the two classifications. So how 00:00:43.148 --> 00:00:47.464 - many words do you think? and I said this a couple times, so 00:00:47.464 --> 00:00:51.780 - this is going to test. You see, if you remember what we talked 00:00:51.780 --> 00:00:55.764 - about three weeks ago at 12:43 PM, about 13 seconds into the 00:00:55.764 --> 00:00:58.776 - minute. I mentioned it once. Sam, what did I say? 00:00:59.950 --> 00:01:05.782 - Totally playing with you 00:01:05.782 --> 00:01:10.100 - so. If I'm writing a champion, so Patrick tell me what a 00:01:10.100 --> 00:01:13.480 - champion is first and then Sam, I'm going to give you a minute 00:01:13.480 --> 00:01:16.600 - to think about how many words we talked about it briefly before, 00:01:16.600 --> 00:01:19.720 - but I don't know if you remember, but how many words a 00:01:19.720 --> 00:01:22.060 - champion should be. So Patrick, What is a champion? 00:01:23.160 --> 00:01:27.744 - A champion is, uh, a good kind of paraphrase wise. Last time 00:01:27.744 --> 00:01:31.946 - it's the end of the line where all the CTS Ann. 00:01:32.830 --> 00:01:36.522 - The action that you want the end user to carry out. That's your 00:01:36.522 --> 00:01:40.498 - the end of the line. For that end user, right? So it's end of 00:01:40.498 --> 00:01:44.190 - the line. In one case it's the end of the line. If somebody 00:01:44.190 --> 00:01:47.598 - Googles, something comes to one of our articles and then we hope 00:01:47.598 --> 00:01:50.722 - we've linked to the champion they click, go to the champion. 00:01:50.722 --> 00:01:54.414 - It's the end of the line. It should have all the calls to 00:01:54.414 --> 00:01:57.822 - action and it should be the best page that should convert them. 00:01:57.822 --> 00:02:00.946 - It's also sometimes the first door. If somebody comes to our 00:02:00.946 --> 00:02:03.786 - website and they click on services, these should all be 00:02:03.786 --> 00:02:06.626 - our champion, so our champions should be our best opportunity 00:02:06.626 --> 00:02:07.762 - to put our bed. 00:02:07.840 --> 00:02:11.217 - Best foot forward. So champions should be crawled up one that 00:02:11.217 --> 00:02:15.208 - means a single click from the home page. I should be able to 00:02:15.208 --> 00:02:18.585 - get to every champion on the website in one click that's 00:02:18.585 --> 00:02:20.120 - crawled up the OK so. 00:02:21.620 --> 00:02:27.176 - How many words Sam should a champion have and why would the 00:02:27.176 --> 00:02:29.028 - number of words affect? 00:02:30.110 --> 00:02:35.590 - Uhm, I think isn't like the minimum is 500 uhm. 00:02:36.600 --> 00:02:40.390 - 2000 and it's because, uh. 00:02:41.270 --> 00:02:43.650 - Yeah, this one is. 00:02:43.650 --> 00:02:47.916 - That's correct for a supporting page 500 to 1000. 00:02:48.500 --> 00:02:55.370 - Um so OK. Alright no why do we need more 00:02:55.370 --> 00:03:00.866 - words in the champion than in a supporter? 00:03:04.470 --> 00:03:06.130 - Uh. 00:03:07.350 --> 00:03:12.270 - So that Google ranks it better with like you can optimize it 00:03:12.270 --> 00:03:16.780 - better for we can optimize it better. Riley, why could we 00:03:16.780 --> 00:03:21.290 - optimize a page with 2000 words versus 500 words more easily? 00:03:21.290 --> 00:03:24.980 - More opportunity, more opportunity. So if on the 2000 00:03:24.980 --> 00:03:29.900 - word I've got eight paragraphs, it's going to be pretty easy for 00:03:29.900 --> 00:03:34.820 - me in eight paragraphs to say my keyword and the three variants 00:03:34.820 --> 00:03:37.690 - at least three times. If I have 00:03:37.690 --> 00:03:42.102 - enough text. If I only have 500 words, which is going to be 00:03:42.102 --> 00:03:45.644 - about 2 1/2, maybe 3 paragraphs, it's going to be really 00:03:45.644 --> 00:03:49.830 - difficult for me to not only say my keyword three times, but each 00:03:49.830 --> 00:03:53.372 - of the three variants an additional 3 times. That means I 00:03:53.372 --> 00:03:56.914 - have to have 16 times saying basically that keyword in three 00:03:56.914 --> 00:04:00.134 - paragraphs. That's going to be really difficult to do right. 00:04:00.134 --> 00:04:03.998 - It's going to sound silly, and it's not going to be very 00:04:03.998 --> 00:04:08.506 - naturally spoken, but I can talk about a lot of things and I can 00:04:08.506 --> 00:04:10.116 - say a lot of things. 00:04:10.210 --> 00:04:14.170 - About those keyword variations, if I've got 810 twelve sixteen 00:04:14.170 --> 00:04:18.922 - paragraphs, it's going to be really easy to have one or two 00:04:18.922 --> 00:04:22.486 - iterations of that keyword in each paragraph without making 00:04:22.486 --> 00:04:26.446 - the paragraph sound unnatural. So it makes sense, yeah, so 00:04:26.446 --> 00:04:30.802 - supporting pages. Remember those are just pages that are going to 00:04:30.802 --> 00:04:35.950 - do the anchor text link to the other one, and they're going to 00:04:35.950 --> 00:04:40.702 - be for very specific long tail keywords. So if our champion is 00:04:40.702 --> 00:04:41.890 - beta, BE Commerce. 00:04:41.950 --> 00:04:45.844 - Then a supporting page might be beta BE Commerce, LTL, shipping. 00:04:45.844 --> 00:04:50.092 - OK, well that could be 345 paragraphs. It could be 500 to 00:04:50.092 --> 00:04:53.986 - 1000 words and we could easily right about that because there 00:04:53.986 --> 00:04:58.942 - may only be 1, maybe 2 three. So we only have three or four 00:04:58.942 --> 00:05:02.836 - iterations of having to talk about that. And then we just 00:05:02.836 --> 00:05:07.438 - have to have at least four paragraph so we can slip in the 00:05:07.438 --> 00:05:11.332 - four keywords and link them to the champion right? Got it 00:05:11.332 --> 00:05:13.890 - alright so. The formatting of the text. 00:05:14.940 --> 00:05:18.550 - Obviously we want it to be legible, but more importantly. 00:05:19.210 --> 00:05:24.017 - The 3:30 through three ruled dictates. How do we have to 00:05:24.017 --> 00:05:25.328 - format it, Sam? 00:05:26.400 --> 00:05:31.955 - Um 3 seconds to make the first impression and capture the 00:05:31.955 --> 00:05:33.470 - reader 30 seconds. 00:05:34.340 --> 00:05:36.600 - Um, too. 00:05:37.650 --> 00:05:43.708 - Get there or get them invested and then 3 minutes um for them 00:05:43.708 --> 00:05:46.504 - to explore more. Yep, so 3 00:05:46.504 --> 00:05:49.762 - seconds. So that's really important to write, because when 00:05:49.762 --> 00:05:53.050 - they land on this page, what is long-term SCO the great thing 00:05:53.050 --> 00:05:54.694 - about SCO? It's the gift that 00:05:54.694 --> 00:06:00.460 - keeps on giving. Great then 30 seconds. This is it right here. 00:06:01.130 --> 00:06:03.940 - So understanding what Google is trying to do, what SCO 00:06:03.940 --> 00:06:07.312 - strategies are there. There are a lot of moving parts when it 00:06:07.312 --> 00:06:10.403 - comes to SEO, having a basic understanding of all of them 00:06:10.403 --> 00:06:14.337 - help you stay on the right track and not waste a lot of time 00:06:14.337 --> 00:06:17.147 - doing what you think is right and consistently, not producing 00:06:17.147 --> 00:06:20.238 - results that you were hoping for. Every one of our clients 00:06:20.238 --> 00:06:23.891 - has been in that boat. Every one of them. Why is that? So? 00:06:23.891 --> 00:06:27.263 - Basically, you can see I'm trying to say this is a big 00:06:27.263 --> 00:06:30.635 - rabbit hole. It's very deep and every single one of my clients 00:06:30.635 --> 00:06:31.759 - have problems with this. 00:06:31.780 --> 00:06:34.960 - You're not alone. I'm trying to make him feel good. I'm trying 00:06:34.960 --> 00:06:38.670 - to say this is a really, really big and bad problem and it's OK 00:06:38.670 --> 00:06:41.055 - if you don't know everything because neither does everybody 00:06:41.055 --> 00:06:44.235 - else, right? So I'm really trying to hook him and then I 00:06:44.235 --> 00:06:47.415 - can come back and go. The simple answer is because they don't 00:06:47.415 --> 00:06:50.595 - live and breathe SEO everyday, I can't fault you if you don't 00:06:50.595 --> 00:06:54.040 - race cars every day. If you've raced a car once in your entire 00:06:54.040 --> 00:06:57.750 - life and then you go out and race and you can't win, I can't 00:06:57.750 --> 00:07:00.930 - fault you for that right? But you could hire race car driver 00:07:00.930 --> 00:07:01.990 - to drive for you. 00:07:02.040 --> 00:07:05.290 - Even if you own the car and you're going to be able to 00:07:05.290 --> 00:07:08.040 - compete, that's literally all I'm trying to tell him here, so 00:07:08.040 --> 00:07:09.290 - I'm even using euphemisms. So 00:07:09.290 --> 00:07:13.356 - how do you win? Right, you gotta understand the basics of what 00:07:13.356 --> 00:07:16.440 - you can get confused. Great then let's come in and start talking 00:07:16.440 --> 00:07:19.781 - about it. So this is my hook, right? I've got 30 seconds to 00:07:19.781 --> 00:07:23.379 - hook him, so I'm trying to tell him guys this is a huge problem. 00:07:23.379 --> 00:07:26.720 - Every single one of my clients are in this boat. They've got a 00:07:26.720 --> 00:07:29.290 - problem, but it's not that difficult if you live and 00:07:29.290 --> 00:07:32.374 - breathe this stuff. Which by the way we do, are you still 00:07:32.374 --> 00:07:35.201 - confused here? Let me UN confuse you. That's really all I'm 00:07:35.201 --> 00:07:38.285 - trying to say in that 30 seconds, so I'm hoping then I 00:07:38.285 --> 00:07:41.369 - can give him in three minutes. They can kind of read through 00:07:41.369 --> 00:07:44.765 - this and go. Oh, that's kind of cool, you know, and maybe 00:07:44.765 --> 00:07:47.615 - they'll go a little longer because now what long term 00:07:47.615 --> 00:07:51.320 - strategy should you do now? You notice I've got a lot of stuff 00:07:51.320 --> 00:07:54.170 - here, but I don't. I'm not telling them everything about 00:07:54.170 --> 00:07:58.445 - it. 'cause I want them to call me. I want to do this for them, 00:07:58.445 --> 00:08:02.150 - so I'm not gonna give them every answer. But I'm going to show 00:08:02.150 --> 00:08:05.855 - them. Remember Sam, every single word that I say when I'm doing a 00:08:05.855 --> 00:08:07.280 - demo is for what purpose? 00:08:07.330 --> 00:08:11.030 - Establishing value establishing value. So all I'm trying to do 00:08:11.030 --> 00:08:14.730 - here is show-off one to establish how much stuff we 00:08:14.730 --> 00:08:19.540 - know, and two. I'm also trying to rip all the bandaids off to 00:08:19.540 --> 00:08:24.350 - show them there is no physical possible way for you to know all 00:08:24.350 --> 00:08:28.420 - this stuff if you don't have full time. People living and 00:08:28.420 --> 00:08:32.490 - breathing and blah blah blah right. And so I'm not only 00:08:32.490 --> 00:08:36.190 - establishing value, I'm trying to show him how bad remember 00:08:36.190 --> 00:08:38.878 - it's pain. Marketing by pain 00:08:38.878 --> 00:08:42.463 - point, right? COVID-19 how to deal with COVID-19 best 00:08:42.463 --> 00:08:44.953 - practices to deal with COVID-19. These are all great article 00:08:44.953 --> 00:08:47.443 - topics, right? Because people are looking for that they don't 00:08:47.443 --> 00:08:50.680 - know all the answers, so they're going to go look for all the 00:08:50.680 --> 00:08:54.415 - answers and then I can go in and go. There are 72 things that you 00:08:54.415 --> 00:08:57.403 - have to do to protect yourself from COVID-19. Give us a call 00:08:57.403 --> 00:09:00.889 - and will talk to you about those and see how many of you are 00:09:00.889 --> 00:09:04.282 - doing. They're going to pick up the phone and call your gonna 00:09:04.282 --> 00:09:07.298 - want him to call if you start listing out 40 and go, there's 00:09:07.298 --> 00:09:09.618 - another 40 that are just as important. More important. Give 00:09:09.618 --> 00:09:13.098 - us a call and will give you the whole list. A lot of people are 00:09:13.098 --> 00:09:15.882 - going to pick up the phone and call. That's a great marketing 00:09:15.882 --> 00:09:18.666 - tactic, right? You market by pain point and then tell him you 00:09:18.666 --> 00:09:21.218 - can alleviate the pain, and that's really what I'm trying to 00:09:21.218 --> 00:09:24.234 - do. So up above I said there's way too many things. If you 00:09:24.234 --> 00:09:26.786 - don't live and breathe this, you know you can't control Google. 00:09:26.786 --> 00:09:29.570 - Here is a list of all the different things you need to 00:09:29.570 --> 00:09:31.194 - know how to do, and they might 00:09:31.194 --> 00:09:35.120 - look down this list. Put it in text words that they 00:09:35.120 --> 00:09:38.080 - understand so that they don't think that I'm. 00:09:39.710 --> 00:09:42.678 - Snowing them right? They understand what articles are, 00:09:42.678 --> 00:09:47.130 - but I haven't told him what the strategy of articles I haven't 00:09:47.130 --> 00:09:50.469 - talked about champions or anything yet. Right? So that's 00:09:50.469 --> 00:09:55.292 - part of the hook there. So kind of covered all that. So citation 00:09:55.292 --> 00:09:59.002 - sandwich Riley, you explained this last week. Let's see if 00:09:59.002 --> 00:10:01.970 - anybody listened. Patrick, what's the citation sandwich and 00:10:01.970 --> 00:10:06.422 - what types of pages do we use? Citation sandwiches on? And why? 00:10:06.422 --> 00:10:07.906 - If you remember that. 00:10:09.530 --> 00:10:13.346 - And I know we only briefly covered it, so I'm not expecting 00:10:13.346 --> 00:10:14.618 - to remember it, but. 00:10:14.620 --> 00:10:17.850 - I don't remember. It's OK, no big deal citation sandwich. 00:10:17.850 --> 00:10:21.726 - Remember on the Champions if I want to promote myself as a 00:10:21.726 --> 00:10:25.279 - champion I don't really have much capability. I have to rely 00:10:25.279 --> 00:10:29.478 - on all these supporting pages to link back to me to promote me 00:10:29.478 --> 00:10:33.677 - right? So if I am the champion myself, the only thing I can 00:10:33.677 --> 00:10:37.553 - really do to promote myself and if you remember last week we 00:10:37.553 --> 00:10:41.106 - talked about if I was talking about SEO, Pide and lung 00:10:41.106 --> 00:10:44.982 - disease. If in my text I linked out to the Mayo Clinic. 00:10:45.030 --> 00:10:48.671 - And said another best practice of COPD. the Mayo Clinic says 00:10:48.671 --> 00:10:52.643 - that and I quote, remember, I plagiarize, and I quote the Mayo 00:10:52.643 --> 00:10:56.946 - Clinic in my text, and then I link out to the Mayo Clinic, 00:10:56.946 --> 00:11:00.587 - which then tells Google, Oh my gosh, they're talking about SEO 00:11:00.587 --> 00:11:04.228 - Pide. They're willing to link out to this governed to Stanford 00:11:04.228 --> 00:11:08.200 - University and cite a study, and they're willing to link out to 00:11:08.200 --> 00:11:12.366 - the Mayo Clinic. That actually gives away a little link juice, 00:11:12.366 --> 00:11:16.050 - but by doing that I actually increase the value of my text. 00:11:16.800 --> 00:11:20.562 - Because Mayo Clinic hasn't called me and said you guys are 00:11:20.562 --> 00:11:24.666 - crap. Remove your link. 'cause If I was crap, Mayo would call 00:11:24.666 --> 00:11:29.796 - me up and forced me to rule my link. But the fact that I have 00:11:29.796 --> 00:11:33.558 - the link there, Google treats that as another trust factor and 00:11:33.558 --> 00:11:37.286 - raises. The validity of the content regarding those keywords 00:11:37.286 --> 00:11:41.510 - on my page, so the citation sandwiches in my article I might 00:11:41.510 --> 00:11:46.086 - have three links in my champion. One might be out to a.gov site, 00:11:46.086 --> 00:11:50.310 - you know, so I might go out to Health Health Association or 00:11:50.310 --> 00:11:53.830 - cdc.gov and I might quote something about Covid. Then I 00:11:53.830 --> 00:11:58.054 - might have another internal link that I'm talking about it on one 00:11:58.054 --> 00:12:02.630 - of my other pages, and then I'm going to have another one. Maybe 00:12:02.630 --> 00:12:04.390 - out to a.edu site, like 00:12:04.390 --> 00:12:07.760 - Stanford. University's medical clinic or something like that 00:12:07.760 --> 00:12:12.380 - referencing something else so it's one of the few tricks that 00:12:12.380 --> 00:12:16.580 - we can do on a champion to promote ourselves without 00:12:16.580 --> 00:12:20.780 - relying on having all the supporters linking back to us 00:12:20.780 --> 00:12:24.140 - that make sense to everybody. Yes, Sir, Yeah. 00:12:25.120 --> 00:12:29.410 - Um, now the supporter. Anchor text links. We talked about this 00:12:29.410 --> 00:12:34.090 - at at Nauseum last week. Riley, how many anchor text links and 00:12:34.090 --> 00:12:38.770 - how do we choose how many and how does that all work? 00:12:39.360 --> 00:12:43.704 - So generally, on a page you're gonna have 8 keywords for for 00:12:43.704 --> 00:12:48.772 - the page and four 4 the champion page and you want to make sure 00:12:48.772 --> 00:12:51.668 - that you're linking those and their variance. Alright, 00:12:51.668 --> 00:12:55.288 - perfectly said. Couldn't have been said in fewer words. Does 00:12:55.288 --> 00:12:59.270 - that make sense to everybody or do we need to extrapolate 00:12:59.270 --> 00:13:00.718 - anymore data on that? 00:13:01.690 --> 00:13:04.816 - I got my 00:13:04.816 --> 00:13:11.733 - answer Sam. OK now image filenames. Why Sam? Would it be 00:13:11.733 --> 00:13:17.640 - potentially an opportunity for us when it comes to SEO on 00:13:17.640 --> 00:13:23.547 - page optimization? Why would an image file named clay into that? 00:13:25.700 --> 00:13:27.878 - Uh, more does or does it? 00:13:28.920 --> 00:13:34.584 - Well, you haven't listed, so I'm gonna say it does. And um. 00:13:35.120 --> 00:13:40.280 - If it's named the same subject matter, does that increase? 00:13:40.780 --> 00:13:44.740 - Ranking at all, it can. And why is it that's true and 00:13:44.740 --> 00:13:48.370 - what you said is absolutely true. But do you know why? 00:13:50.160 --> 00:13:55.368 - No, I said last week or the week before. I said Google is blind 00:13:55.368 --> 00:13:59.832 - and then you remember we right click and view the page source 00:13:59.832 --> 00:14:04.668 - and I said This is how Google views a page. So Google is 00:14:04.668 --> 00:14:08.388 - actually looking at the HTML code, the JavaScript that it's 00:14:08.388 --> 00:14:12.108 - reading through all of that information. So when it sees 00:14:12.108 --> 00:14:16.200 - that image instead of seeing clarity dash logo it sees Beta 00:14:16.200 --> 00:14:20.292 - B, Dash E Commerce dash logo or beta BE Commerce shipping 00:14:20.292 --> 00:14:24.364 - banner. So it actually treats that as text and sees that not 00:14:24.364 --> 00:14:28.038 - only is our page written about beta BE Commerce, but they've 00:14:28.038 --> 00:14:31.712 - got three. They've got a banner about Beta E Commerce shipping 00:14:31.712 --> 00:14:35.720 - and they've got two other calls to action about beta BE Commerce 00:14:35.720 --> 00:14:40.578 - shipping. So it does nothing but help us in indicating to Google 00:14:40.578 --> 00:14:44.874 - that this page really is good and it doesn't just have some 00:14:44.874 --> 00:14:48.454 - text written about it. We've got additional graphics and maybe 00:14:48.454 --> 00:14:53.108 - reports and PDFs and videos. All of those things that we can name 00:14:53.108 --> 00:14:57.762 - physically on that page and link and call out with that text are 00:14:57.762 --> 00:15:00.626 - strong indicators to Google about what that pages. 00:15:01.920 --> 00:15:08.300 - Right, so image filenames. What is an image Aria label tag 00:15:08.300 --> 00:15:11.200 - Patrick Mr. Front end are. 00:15:12.590 --> 00:15:19.388 - Uh, the image are your label tag is a assessability specialty 00:15:19.388 --> 00:15:22.478 - tag that gives the screen 00:15:22.478 --> 00:15:29.271 - readers. A text or a basically a command that result is specific. 00:15:30.120 --> 00:15:34.770 - Tag that gives visually impaired and user stability to school 00:15:34.770 --> 00:15:39.420 - clothes. See what they're looking at, correct? So we look 00:15:39.420 --> 00:15:45.465 - at this and we see a bunch of people sitting around the table. 00:15:45.465 --> 00:15:51.045 - Now I cheat. When I do these Aria labels theoretically, if I 00:15:51.045 --> 00:15:52.440 - did this perfectly. 00:15:53.440 --> 00:15:54.829 - The source code. 00:15:55.470 --> 00:15:59.275 - Fix this the source code 00:15:59.275 --> 00:16:04.746 - this image. Says Aria label equals clarity web print 00:16:04.746 --> 00:16:09.454 - services design banner. This is our web design and print banner 00:16:09.454 --> 00:16:15.018 - that is true. That is exactly what it is. That's a very well 00:16:15.018 --> 00:16:20.154 - written now. Had I wanted so that is a perfectly well written 00:16:20.154 --> 00:16:24.434 - Aria label for SEO purposes. Not necessarily a perfectly well 00:16:24.434 --> 00:16:28.286 - written label for Accessibility purposes, so it's it's an 00:16:28.286 --> 00:16:30.854 - Accessibility tab to let a blind 00:16:30.854 --> 00:16:35.439 - person no. What this is? So if I told a blind person that this is 00:16:35.439 --> 00:16:37.986 - just the clarity web print services design banner, they 00:16:37.986 --> 00:16:41.665 - would be fine with that and they wouldn't be offended. Now what I 00:16:41.665 --> 00:16:45.061 - probably should do is picture of a bunch of people sitting around 00:16:45.061 --> 00:16:46.476 - a desk talking about design. 00:16:47.680 --> 00:16:50.248 - Image that would be a more. 00:16:51.040 --> 00:16:55.135 - Assessability written statement, but I'm not writing and using 00:16:55.135 --> 00:16:58.775 - Aria labels strictly for assessability I am capitalizing 00:16:58.775 --> 00:17:03.325 - is probably a better term than exploiting. I'm capitalizing on 00:17:03.325 --> 00:17:08.330 - the fact that I know Google is going to rank assessability 00:17:08.330 --> 00:17:12.880 - parameters higher and so I'm using that Aria label parameter 00:17:12.880 --> 00:17:17.885 - 'cause I know none of my competitors are doing this, so 00:17:17.885 --> 00:17:21.980 - I'm using them and I'm putting in my SCO. 00:17:21.980 --> 00:17:26.096 - Text which serves both. It serves both as an Aria label for 00:17:26.096 --> 00:17:30.212 - the blind. Seeing that banner and it says this is the clarity 00:17:30.212 --> 00:17:33.299 - web and print services design banner. That's very descriptive. 00:17:33.299 --> 00:17:37.072 - It let's him know. Doesn't know what. Let him know specifically 00:17:37.072 --> 00:17:41.188 - what the contents of the banner is like. A bunch of people 00:17:41.188 --> 00:17:45.647 - sitting around a desk, but it at least let's them know that it's 00:17:45.647 --> 00:17:49.077 - the clarity web design banner. Great, I don't necessarily have 00:17:49.077 --> 00:17:52.164 - to describe in 1000 words what the banners contents. 00:17:52.230 --> 00:17:56.355 - Our perception right? I'm letting him know what it is now 00:17:56.355 --> 00:18:00.518 - down here. Look at this. I have another Aria label because 00:18:00.518 --> 00:18:04.606 - remember on the page and see if I can pull this down right here. 00:18:04.606 --> 00:18:08.402 - We have this button called work with us. Well a blind person is 00:18:08.402 --> 00:18:12.198 - not going to see that all there gonna Here it's gonna go. Your 00:18:12.198 --> 00:18:14.242 - design indicates text professionalism of your country. 00:18:14.242 --> 00:18:17.746 - What does it say? Work with us and the readers reading this 00:18:17.746 --> 00:18:21.542 - stuff. So how do they know when it just reads? What does your 00:18:21.542 --> 00:18:24.462 - say work with and it's just going through reading this 00:18:24.462 --> 00:18:27.674 - monotonous tone? How does it know to stop that? That work 00:18:27.674 --> 00:18:30.660 - with us? Is actually a link that they can click on. 00:18:31.310 --> 00:18:32.958 - Well, the answer is. 00:18:33.590 --> 00:18:37.891 - And Aria label. This Aria label tells them that this is 00:18:37.891 --> 00:18:41.801 - the request quote button. So I've actually added an Aria 00:18:41.801 --> 00:18:46.102 - label called request a quote and link that to that work 00:18:46.102 --> 00:18:47.275 - with us button. 00:18:48.910 --> 00:18:50.398 - Right, that makes sense. 00:18:51.190 --> 00:18:58.156 - Yes, Sir. So, so that's what the Aria Label Is. It is and we 00:18:58.156 --> 00:19:03.460 - can use it on images, and we can also use it on links. 00:19:04.140 --> 00:19:07.710 - Button. CTA's. 00:19:09.330 --> 00:19:12.270 - And there's probably others you know, downloads PDF, so those 00:19:12.270 --> 00:19:15.504 - are all links to me. So whatever, but anything that I 00:19:15.504 --> 00:19:19.032 - could click on anything that I would want somebody to do, you 00:19:19.032 --> 00:19:22.854 - almost have to feel like this page is in front of a blind 00:19:22.854 --> 00:19:26.676 - person and you have to tell them, by the way, on the right 00:19:26.676 --> 00:19:30.204 - hand side of the page, halfway down there's a button that you 00:19:30.204 --> 00:19:33.144 - can request a quote. That's literally what the Aria labels 00:19:33.144 --> 00:19:36.966 - doing. You have to let them know that's what an Aria label does. 00:19:36.966 --> 00:19:38.730 - For a blind person, it let's 00:19:38.730 --> 00:19:42.680 - them know. This is a request quote button, so I actually put 00:19:42.680 --> 00:19:46.688 - the word button in there so they know that it's something they 00:19:46.688 --> 00:19:51.698 - can press on, right? Or a lot of times if I do my anchor text 00:19:51.698 --> 00:19:56.040 - links, I'll put my Aria label on an anchor text link and it'll 00:19:56.040 --> 00:19:58.044 - say link to beta BE Commerce 00:19:58.044 --> 00:20:02.240 - page. So if I have in the middle of my text talking bout 00:20:02.240 --> 00:20:06.090 - be to be shipping and I link my champion, I'm going to put an 00:20:06.090 --> 00:20:09.115 - Aria label on that link that anchor text link those four 00:20:09.115 --> 00:20:12.415 - that says Aria label equals in in quotes. I'm going to put 00:20:12.415 --> 00:20:14.065 - link to beta BE Commerce page. 00:20:15.310 --> 00:20:19.886 - Right, so now I've got four more pieces of content that are links 00:20:19.886 --> 00:20:24.110 - to this E Commerce page is an I'm letting Google know that 00:20:24.110 --> 00:20:28.686 - this page links to that and that is what helps the anchor text. 00:20:28.686 --> 00:20:32.558 - Additionally, way higher to link to the champion and support the 00:20:32.558 --> 00:20:36.420 - champion. Right, so any questions about all that? 00:20:37.920 --> 00:20:44.160 - Those are all right Riley you and I've talked a million times 00:20:44.160 --> 00:20:50.400 - and Chris invented this term. So Sam does image size matter or 00:20:50.400 --> 00:20:56.120 - affect SEO rankings? If so why? Yeah, we mentioned this last 00:20:56.120 --> 00:20:59.240 - week. It see if you remember. 00:20:59.270 --> 00:21:01.990 - Because it effects the UM. 00:21:02.630 --> 00:21:10.500 - The loading speed? Uh, yeah, that's exactly right. Page load 00:21:10.500 --> 00:21:12.861 - speed affects ranking. 00:21:14.200 --> 00:21:17.812 - That's it right now. What happens if I take a really big 00:21:17.812 --> 00:21:20.521 - graphic and I compress and Compressing present put a 00:21:20.521 --> 00:21:22.026 - smaller one that then is? 00:21:22.680 --> 00:21:26.385 - Blown up to display an, it looks like crap 'cause we've all seen 00:21:26.385 --> 00:21:29.805 - those right? We've definitely seen where on that you go to the 00:21:29.805 --> 00:21:33.225 - page and it's a really teeny small graphic and it may load 00:21:33.225 --> 00:21:34.650 - very quickly, but the graphic 00:21:34.650 --> 00:21:39.266 - looks like crap. Does that affect SCO? If so, why? 00:21:40.620 --> 00:21:42.912 - That's a trick question by the 00:21:42.912 --> 00:21:45.430 - way. Um? 00:21:46.730 --> 00:21:51.031 - It still affected because if it's a small image, it doesn't. 00:21:52.720 --> 00:21:55.232 - Doesn't hurt the speed, that's correct. It doesn't 00:21:55.232 --> 00:21:58.686 - hurt the speed, and if we properly name the file, it 00:21:58.686 --> 00:22:01.826 - can still help. What it would negatively impact is what? 00:22:03.050 --> 00:22:06.191 - User experience user 00:22:06.191 --> 00:22:09.592 - experience. Right, remember, I can't do something nice to 00:22:09.592 --> 00:22:13.708 - invite a bunch of people to a party and have the house a mess. 00:22:14.590 --> 00:22:18.910 - Same thing with CR. Oh, I can't do a bunch of SCO drive. A bunch 00:22:18.910 --> 00:22:22.654 - of people to a page and have a bunch of crappy graphics, right? 00:22:22.654 --> 00:22:25.822 - It's not gonna it's going to fail the 50 millisecond rule, 00:22:25.822 --> 00:22:28.702 - right? Which is signs that reputation score in their head? 00:22:28.702 --> 00:22:32.158 - They're going to look at that and go back? Graphic sucks that 00:22:32.158 --> 00:22:35.326 - looks like crap in their brain. They're going to think that 00:22:35.326 --> 00:22:38.782 - without even thinking it that they can't help it, right? So it 00:22:38.782 --> 00:22:43.225 - definitely will affect. CRO so I have a whole other lesson. I've 00:22:43.225 --> 00:22:47.915 - got a video that I produced on our web page. We can do this, 00:22:47.915 --> 00:22:52.940 - but rule of thumb is banners and graphics can go up to 150 K. All 00:22:52.940 --> 00:22:58.300 - other image need to be under 75 K on a page. I don't want to put 00:22:58.300 --> 00:23:01.650 - anything larger than that unless I absolutely physically have to. 00:23:01.650 --> 00:23:05.670 - So I will shrink my graphics my banners down to roughly about 00:23:05.670 --> 00:23:10.025 - 300 K and then I run them through tiny PNG, which is a 00:23:10.025 --> 00:23:11.030 - lossless compression engine. 00:23:11.110 --> 00:23:14.260 - Which then usually takes him down around 130 hundred 4050K, 00:23:14.260 --> 00:23:17.725 - and then I'll go ahead and up those graphics. So almost 00:23:17.725 --> 00:23:18.985 - everyone of these graphics. 00:23:20.430 --> 00:23:22.516 - Everyone of these big banners right here. 00:23:24.080 --> 00:23:29.030 - We got a bug on our website and every time I save or cancel out 00:23:29.030 --> 00:23:33.320 - it just goes white and hard refresh and then I have to click 00:23:33.320 --> 00:23:37.280 - the refresh button. I have to do that every single time with. 00:23:37.280 --> 00:23:39.920 - That's correct. Really frustrating, but anyway, so all 00:23:39.920 --> 00:23:44.210 - of these big graphics I'm OK with being 150 K noted any of 00:23:44.210 --> 00:23:47.840 - these graphics since this is a fully with 150K, this graphic 00:23:47.840 --> 00:23:52.130 - 75K or smaller? That's just kind of my rule of thumb that helps 00:23:52.130 --> 00:23:54.110 - ensure that I'm at least doing 00:23:54.110 --> 00:23:57.898 - something. To positively impact the page load speed right? 00:23:58.530 --> 00:24:00.618 - All right, uhm? 00:24:02.000 --> 00:24:04.248 - Nearest liquor store CTS. 00:24:04.820 --> 00:24:08.044 - What's the rule of thumb or what is the important Sam of a 00:24:08.044 --> 00:24:10.276 - CTA? I've heard Patrick mentioned it like 10 times 00:24:10.276 --> 00:24:13.252 - these last couple weeks, so I'm going to go to you. I'm 00:24:13.252 --> 00:24:15.980 - not trying to pick on you, I just know he's already 00:24:15.980 --> 00:24:17.716 - answered this one a bunch of times. 00:24:18.780 --> 00:24:22.530 - Um, the call to action. 00:24:23.220 --> 00:24:27.795 - What what do we want to do with it? Is there any rule of thumb 00:24:27.795 --> 00:24:31.760 - about the call to action? Is there a reason we need him? Do 00:24:31.760 --> 00:24:36.030 - we have to have him and what I mean? What's kind of the thought 00:24:36.030 --> 00:24:39.690 - process? Well, they can link to our champions from some of the 00:24:39.690 --> 00:24:43.350 - supporting pages and it they helps dro in the sense that it 00:24:43.350 --> 00:24:46.705 - gives the user something to actually do with the page and 00:24:46.705 --> 00:24:50.365 - learn more. So and it's the only freaking reason why we're trying 00:24:50.365 --> 00:24:53.720 - to drive the traffic to the page in the first place. 00:24:54.480 --> 00:24:58.320 - Right, I mean the entire reason I'm either doing paper click the 00:24:58.320 --> 00:25:02.160 - only tier reason I'm doing SCO to drive people to the website 00:25:02.160 --> 00:25:06.960 - is I want them to convert, which is the call to action. So if I 00:25:06.960 --> 00:25:11.120 - write an article and I don't have work with us if I don't 00:25:11.120 --> 00:25:15.920 - have it up here and then if they read my article. If I don't have 00:25:15.920 --> 00:25:19.760 - a nice big in their face an I've contextually changed every CTA, 00:25:19.760 --> 00:25:23.600 - this is the design, right? This is services web design so need 00:25:23.600 --> 00:25:25.520 - design help with your web or 00:25:25.520 --> 00:25:28.680 - mobile project. We could help, right? So at the bottom of the 00:25:28.680 --> 00:25:32.385 - text at the top of the text I've got a CTA, at least in either 00:25:32.385 --> 00:25:35.843 - or, because if they read about half of it and go man, this is 00:25:35.843 --> 00:25:39.301 - really good. I want to make sure at the top. Here's get a quote 00:25:39.301 --> 00:25:43.127 - Always in. The header here's basically work with us, so I'm 00:25:43.127 --> 00:25:46.350 - using different ways to call the same called action. This is 00:25:46.350 --> 00:25:50.159 - still the request a quote form. This is the request to focus at 00:25:50.159 --> 00:25:54.261 - the bottom where it says we can help that links to the request a 00:25:54.261 --> 00:25:58.363 - quote form all three of 'em link to the same thing, but I've used 00:25:58.363 --> 00:26:01.293 - different texts knowing that they're going to be in different 00:26:01.293 --> 00:26:05.395 - places on the page and I want to make sure that I can potentially 00:26:05.395 --> 00:26:08.911 - guide them to do that action. So the entire reason we're doing 00:26:08.911 --> 00:26:11.841 - SEO, paper click ads and everything is to drive them. 00:26:11.880 --> 00:26:15.480 - To a page to establish value and force them to convert. That's 00:26:15.480 --> 00:26:18.180 - that's literally the entire goal. So the thing that 00:26:18.180 --> 00:26:22.680 - frustrates me is when I go to websites all the time I go to my 00:26:22.680 --> 00:26:26.280 - clients website and there's no call to action. I'm like why are 00:26:26.280 --> 00:26:29.580 - you writing all this content if there's no call to action? 00:26:30.160 --> 00:26:35.192 - Right so CTS super important. What is Patrick 00:26:35.192 --> 00:26:37.079 - page crawled depth? 00:26:38.270 --> 00:26:42.175 - Uh, page crawl depth is 00:26:42.175 --> 00:26:45.578 - the. Spell hierarchy level. 00:26:46.270 --> 00:26:53.513 - All Star. Of the page of the pages where a search 00:26:53.513 --> 00:26:55.541 - engine will go towards. 00:26:56.170 --> 00:27:00.954 - Yes, said Very cryptically. So let's do this. 00:27:00.960 --> 00:27:04.997 - I'm told I'm totally kidding. It's one of those fun things. 00:27:04.997 --> 00:27:09.768 - It's hard to explain if Google came to my website to crawl, how 00:27:09.768 --> 00:27:13.805 - many clicks would it take to navigate to this page? That's 00:27:13.805 --> 00:27:17.475 - the page crawl depth. So if I have to go. 00:27:19.030 --> 00:27:22.642 - Write to E Commerce. There's one click, so I go to the 00:27:22.642 --> 00:27:25.953 - Commerce page. There's one click and then if I come to 00:27:25.953 --> 00:27:28.963 - features and then go to multi store there's two clicks. 00:27:28.963 --> 00:27:31.973 - Then that means when Google Crawls this and ranks this 00:27:31.973 --> 00:27:35.886 - page crawled up to this page is going to be crawled up the 00:27:35.886 --> 00:27:38.595 - two so it's going to potentially rank a little 00:27:38.595 --> 00:27:41.906 - lower than crawled up. The one Chris it used to listen 00:27:41.906 --> 00:27:43.411 - with us or you busy. 00:27:46.440 --> 00:27:50.340 - I'm still listening what magic sauce did you do to make this 00:27:50.340 --> 00:27:52.290 - page, even though it's a crawl 00:27:52.290 --> 00:27:56.363 - depth 2? Always ensure it's at least not a crawled up, 00:27:56.363 --> 00:27:57.798 - three or four or five. 00:28:00.070 --> 00:28:03.838 - Put the link on the site 00:28:03.838 --> 00:28:09.566 - map page. Slash other pages like in the footer and such. So here 00:28:09.566 --> 00:28:14.194 - is our sitemap link to our site map page. So Chris created this 00:28:14.194 --> 00:28:18.822 - site map and remember when I went to that site map it's got 00:28:18.822 --> 00:28:23.944 - all 2500. Links to all 2500 or pages, so the site map is one 00:28:23.944 --> 00:28:28.000 - click away from the home page and every other page now is 2 00:28:28.000 --> 00:28:31.432 - clicks away. So even if Google crawled and got there a 00:28:31.432 --> 00:28:34.864 - different way when it ends up hitting the Sitemap, it's gonna 00:28:34.864 --> 00:28:39.232 - rank that page a crawl depth of two which is going to be better 00:28:39.232 --> 00:28:42.976 - than 34567. Whatever it is so the site map not only from 00:28:42.976 --> 00:28:46.408 - navigability sense does it help potentially if people are like I 00:28:46.408 --> 00:28:51.088 - just I can't find it in their menu. I just want to go see all 00:28:51.088 --> 00:28:53.272 - the pages and see if they have 00:28:53.272 --> 00:28:57.302 - any stuff. They can go to the site map. They can do a quick 00:28:57.302 --> 00:29:00.062 - search and they can find anything they want on our 00:29:00.062 --> 00:29:03.098 - website, which is kind of nice, but more importantly the site 00:29:03.098 --> 00:29:06.134 - map from a Google perspective defines a two click path to 00:29:06.134 --> 00:29:07.514 - every page on our website. 00:29:08.340 --> 00:29:09.588 - So don't make sense. 00:29:10.650 --> 00:29:13.512 - Yeah, OK, so we already talked about page load 00:29:13.512 --> 00:29:16.692 - speed. Don't think we need to go any further there. 00:29:16.692 --> 00:29:18.600 - Patrick. What is minification and isn't 00:29:18.600 --> 00:29:18.918 - important? 00:29:20.270 --> 00:29:28.205 - Absolutely notification. Uh, for a website removes 00:29:28.205 --> 00:29:30.434 - all of the. 00:29:31.440 --> 00:29:35.796 - Useless characters within a file, so that way it takes less 00:29:35.796 --> 00:29:40.548 - time for the site to be loaded on the end users browsers 00:29:40.548 --> 00:29:44.904 - exactly so that actually helps make the page load speed faster. 00:29:44.904 --> 00:29:48.864 - Now Sam for your for your edification, let's go through 00:29:48.864 --> 00:29:54.408 - and say I load this page and this page has text to. It's got 00:29:54.408 --> 00:29:57.576 - the JavaScript for Google AdWords. It's got another 00:29:57.576 --> 00:30:01.140 - JavaScript. It's got another JavaScript for this form. It's 00:30:01.140 --> 00:30:02.328 - got another JavaScript. 00:30:02.380 --> 00:30:06.274 - For the UM styling CSS files, it's got another JavaScript for 00:30:06.274 --> 00:30:11.230 - the live chat, so it's got like 9 different files that it has to 00:30:11.230 --> 00:30:15.124 - load in order to display this page. Well, Patrick, being the 00:30:15.124 --> 00:30:19.018 - developer of this page, can't take all those files and combine 00:30:19.018 --> 00:30:23.974 - them into a single file and get rid of all the code that isn't 00:30:23.974 --> 00:30:27.868 - necessary or isn't used anymore, so that now instead of nine 00:30:27.868 --> 00:30:31.408 - different files that have 100 lines each, there's one file 00:30:31.408 --> 00:30:32.824 - that might have 200. 00:30:32.870 --> 00:30:34.736 - 50 lines which do you think 00:30:34.736 --> 00:30:38.630 - would load faster? Pretty straightforward, the second of 00:30:38.630 --> 00:30:42.266 - course, that's what we call Minification, so minification is 00:30:42.266 --> 00:30:46.710 - to try to take any extraneous things that are loaded and 00:30:46.710 --> 00:30:52.366 - trying to get them to not be forced to load so that the page 00:30:52.366 --> 00:30:56.406 - loads faster. Now Chris and Riley are working on some 00:30:56.406 --> 00:31:00.042 - interesting things where Google scores a significant amount of 00:31:00.042 --> 00:31:04.486 - the loading as the user experience, so for me if this 00:31:04.486 --> 00:31:07.718 - banner loaded and the multistory Commerce platform loaded. 00:31:07.780 --> 00:31:11.308 - That's good enough to get the 333 three part right that at 00:31:11.308 --> 00:31:15.130 - least let's me know, and it's gonna take me now. 3 seconds to 00:31:15.130 --> 00:31:19.246 - read this. So I now have a little extra time that if all of 00:31:19.246 --> 00:31:22.186 - this text down here or maybe this graphic wasn't loaded, 00:31:22.186 --> 00:31:25.714 - maybe that graphic? Maybe some of the stuff at the bottom of 00:31:25.714 --> 00:31:28.948 - page hadn't quite loaded yet? That's OK, it's not going to 00:31:28.948 --> 00:31:32.182 - really affect my user experience because the page isn't going to 00:31:32.182 --> 00:31:36.298 - load and just display the bottom of the page it loads at the top. 00:31:36.298 --> 00:31:38.062 - So Google has this thing where. 00:31:38.100 --> 00:31:41.520 - It actually measures the visible user experience. Loading an 00:31:41.520 --> 00:31:45.700 - affects that time higher and will penalize you more if the 00:31:45.700 --> 00:31:49.880 - visual doesn't load quickly. So Chris and Riley can focus and 00:31:49.880 --> 00:31:54.060 - even Patrick on his clients could focus on making sure that 00:31:54.060 --> 00:31:57.860 - the user experience elements load very very quickly and then 00:31:57.860 --> 00:32:02.420 - soft load or lazy load. Some of the other things behind the 00:32:02.420 --> 00:32:07.360 - scenes like we know that our live chat isn't going to pop up 00:32:07.360 --> 00:32:08.500 - for 30 seconds. 00:32:08.530 --> 00:32:11.998 - Until they've already been on the page for 30 seconds, do we 00:32:11.998 --> 00:32:15.466 - really need to even load the live chat code until after the 00:32:15.466 --> 00:32:18.645 - page is fully loaded? Probably not. We don't really care, so 00:32:18.645 --> 00:32:21.824 - Chris could maybe put even a pause statement in there. This 00:32:21.824 --> 00:32:25.292 - is hey, don't load this for a full 2 seconds, so somebody 00:32:25.292 --> 00:32:29.049 - could be on the site. The site could load and I'm not even 00:32:29.049 --> 00:32:32.517 - going to load all the JavaScript for the live chat until the 00:32:32.517 --> 00:32:35.985 - pages been up displayed in the user's already there and then it 00:32:35.985 --> 00:32:38.875 - might load while the user scrolling or something. We don't 00:32:38.875 --> 00:32:42.343 - care at that point 'cause it's not going to affect the end 00:32:42.343 --> 00:32:45.723 - users experience. Right, so then whenever I write that code, I 00:32:45.723 --> 00:32:50.021 - could make it so well and tested so well that it breaks the page 00:32:50.021 --> 00:32:54.319 - every time you make a change or edit page and then wait for a 00:32:54.319 --> 00:32:58.003 - month to fix it. Dude, I was not gonna call that out. 00:32:58.710 --> 00:33:06.310 - I know, right? Uh, OK page styling. We already talked 00:33:06.310 --> 00:33:12.697 - about machine. All right, so let's pop in now, um, and talk a 00:33:12.697 --> 00:33:16.567 - little bit about long-term SCO. So any other final questions 00:33:16.567 --> 00:33:19.663 - about on page everybody understands what on pages, 00:33:19.663 --> 00:33:23.533 - right? This is theoretically another way to say what on 00:33:23.533 --> 00:33:28.177 - pages? What can I do in the EMS, right? That's pretty pretty 00:33:28.177 --> 00:33:33.595 - close, right? I mean, obviously I may not be in the EMS if I'm 00:33:33.595 --> 00:33:38.626 - minifying CSS files and things like I might have to be out into 00:33:38.626 --> 00:33:40.561 - my editor or whatever, but. 00:33:40.580 --> 00:33:44.480 - For the most part it's around DNN, right? I'm speeding up, So 00:33:44.480 --> 00:33:48.705 - what can I do? I can make my images smaller, I can optimize 00:33:48.705 --> 00:33:52.930 - stuff with Indian NI can take the CSS files from the DNN skin 00:33:52.930 --> 00:33:56.505 - so it's all really about the see Ms, right? That's what 00:33:56.505 --> 00:34:00.080 - optimizing on pages. It's not doing. Things like Chris goes up 00:34:00.080 --> 00:34:03.655 - to Amazon and says well instead of one server, let's load 00:34:03.655 --> 00:34:07.230 - balance and put 3 servers. OK, well that's not on Page 00:34:07.230 --> 00:34:10.480 - Optimization, but that sure as heck is Optimization. It's not 00:34:10.480 --> 00:34:11.780 - putting Cloudflare in front. 00:34:11.820 --> 00:34:15.510 - And server side caching the entire website on Cloudflare, 00:34:15.510 --> 00:34:19.610 - Incapsula? That's not on page certainly helps with page load 00:34:19.610 --> 00:34:23.300 - speed. Certainly helps with optimization. So on page is 00:34:23.300 --> 00:34:28.220 - really strictly talking about what can I do to the HTML code 00:34:28.220 --> 00:34:31.910 - that's loaded when somebody's browser visits this page? What 00:34:31.910 --> 00:34:37.240 - can my doing to this code to make that code look appear load 00:34:37.240 --> 00:34:41.340 - faster? An rank better? Write that all makes sense, Yeah 00:34:41.340 --> 00:34:43.150 - Alright anyway. Go ahead. 00:34:43.680 --> 00:34:47.220 - Um? With the load speed like. 00:34:48.200 --> 00:34:52.340 - If the page isn't loading fast enough, does that take away from 00:34:52.340 --> 00:34:56.825 - that initial 3 seconds? Like is there? Is it that says like OK, 00:34:56.825 --> 00:35:00.620 - if your pages loading someone's just going to bounce off? Oh 00:35:00.620 --> 00:35:04.415 - yeah, I mean remember if the first 50 milliseconds after your 00:35:04.415 --> 00:35:07.520 - page loads, they've already established a reputation and it 00:35:07.520 --> 00:35:11.660 - takes 6 seconds for the page to load, which nowadays feels like 00:35:11.660 --> 00:35:14.765 - an eternity there already there already frustrated and thinking 00:35:14.765 --> 00:35:18.905 - you're sites of dog, right? I mean they just can't help it. 00:35:19.470 --> 00:35:24.566 - Google has helped us a lot, but it's also set some really high 00:35:24.566 --> 00:35:27.702 - expectations they've spent. Who knows hundred $1,000,000 on 00:35:27.702 --> 00:35:32.798 - their servers and their server farms so that I can go out and 00:35:32.798 --> 00:35:38.286 - do a search. And in a split second I can get back results in 00:35:38.286 --> 00:35:42.598 - ranked format from millions of pieces of content. I mean is 00:35:42.598 --> 00:35:46.518 - just unreal. There's we could never recreate that to make 00:35:46.518 --> 00:35:50.190 - those. Right exactly and so they've almost ruined the 00:35:50.190 --> 00:35:53.940 - experience for everybody else. Then you have Amazon who goes 00:35:53.940 --> 00:35:58.065 - out and spends 100 million dollars on their website. And so 00:35:58.065 --> 00:36:00.690 - now everybody shopping experience has an expectation 00:36:00.690 --> 00:36:05.565 - set. So pretty much every other site on the website is trying to 00:36:05.565 --> 00:36:09.315 - behave and rank as well as everybody standard, which is 00:36:09.315 --> 00:36:14.190 - Google and Amazon. And it's hard to do. It's bloody hard to do, 00:36:14.190 --> 00:36:18.315 - especially when our clients are paying $30 a month for hosting. 00:36:19.130 --> 00:36:22.939 - How do you ever? Yeah, right? I mean, you almost can't, and that 00:36:22.939 --> 00:36:25.869 - literally is a huge challenge for us in clarity, because 00:36:25.869 --> 00:36:28.506 - that's what we're doing. We're building all these clients. 00:36:28.506 --> 00:36:31.729 - Websites were trying, so it's really important for us to do 00:36:31.729 --> 00:36:35.831 - things like this where if we can drive a lot of traffic to their 00:36:35.831 --> 00:36:39.054 - website, we can help their business grow. We can help him 00:36:39.054 --> 00:36:41.984 - rank well, then other little things, like maybe not loading 00:36:41.984 --> 00:36:45.793 - as fast, or maybe not getting a perfect score in load speed and 00:36:45.793 --> 00:36:49.309 - things like that are going to be that big of a deal. 00:36:50.040 --> 00:36:52.767 - But if everything else sucks, traffic sucks. Conversion sucks, 00:36:52.767 --> 00:36:56.403 - page load speed sucks. There either gonna go away from us or 00:36:56.403 --> 00:37:00.645 - go find somebody else to rip the side apart and tell him all the 00:37:00.645 --> 00:37:03.978 - things clarity did wrong and we're going to lose a client. 00:37:03.978 --> 00:37:06.099 - And we've had that happen a few 00:37:06.099 --> 00:37:09.651 - times. It's unfortunate 'cause they didn't pay for us to 00:37:09.651 --> 00:37:12.830 - optimize it, and they didn't give us an opportunity to audit 00:37:12.830 --> 00:37:16.298 - it and tell them that it wasn't optimized. They just made an 00:37:16.298 --> 00:37:19.188 - assumption that clarity built it. It's going to be perfect, 00:37:19.188 --> 00:37:22.656 - and then you know 2 three years down the road after they've 00:37:22.656 --> 00:37:26.702 - bloated it and put a bunch of stuff on it. And it's not doing 00:37:26.702 --> 00:37:30.170 - real well. Some other person came along and told him how bad 00:37:30.170 --> 00:37:32.193 - it is and then we lost the 00:37:32.193 --> 00:37:34.584 - client, right? It's not very fair, but it's partially our 00:37:34.584 --> 00:37:37.260 - fault. Parsley there you know, and so that's why. A lot of 00:37:37.260 --> 00:37:39.936 - times you guys will hear me say, hey, I'm willing to companies 00:37:39.936 --> 00:37:42.835 - audits, because if I can count the audit, it gives me a chance 00:37:42.835 --> 00:37:46.180 - to at least get in front of the client. Go hey, by the way, you 00:37:46.180 --> 00:37:49.302 - didn't pay us to do this work when we did the site, but here's 00:37:49.302 --> 00:37:52.201 - about two or three 100 things we could do to make your site 00:37:52.201 --> 00:37:54.877 - perform better. Don't know if this is important to you, I just 00:37:54.877 --> 00:37:57.999 - wanted to get in front of you and let you have this report. Is 00:37:57.999 --> 00:38:00.452 - this something you're interested in, right? It gives me at least 00:38:00.452 --> 00:38:03.128 - an opportunity to let him know. Guys, we know it's not perfect. 00:38:03.150 --> 00:38:04.758 - You didn't pay us to make it perfect. 00:38:06.030 --> 00:38:12.006 - Right, alright final section here. Long term SC. O'Reilly. 00:38:12.006 --> 00:38:19.310 - What is long-term SCO long-term S EO is the SCO for 00:38:19.310 --> 00:38:21.302 - the long term. 00:38:21.310 --> 00:38:26.926 - Jokes jokes aside, um, long-term SCO is the 00:38:26.926 --> 00:38:33.244 - best practices of SCO today that in hopes will 00:38:33.244 --> 00:38:40.264 - be the best practices of SCO tomorrow. It is the. 00:38:42.040 --> 00:38:47.188 - The strategies. That we implement that will help 00:38:47.188 --> 00:38:51.511 - benefit our website for a long time, right? So if we 00:38:51.511 --> 00:38:56.227 - spend all this time, let's say we spent 20 grand and we 00:38:56.227 --> 00:39:00.943 - did all the on page SEO, we possibly could do on a 00:39:00.943 --> 00:39:04.873 - website. We got the page loading very very quickly. We 00:39:04.873 --> 00:39:08.410 - got everything completely optimized on the pages in the 00:39:08.410 --> 00:39:09.982 - site is freaking awesome. 00:39:11.770 --> 00:39:14.650 - That doesn't necessarily guarantee what Riley. 00:39:15.600 --> 00:39:21.880 - Repeat that. We spend $10,000 on somebody site. We do all the 00:39:21.880 --> 00:39:26.049 - on page optimizations. We have the page load speed, scream and 00:39:26.049 --> 00:39:28.702 - everything is perfect. That doesn't necessarily guarantee 00:39:28.702 --> 00:39:30.218 - what or long-term what. 00:39:30.830 --> 00:39:33.875 - OSU doesn't guarantee rankings, doesn't guarantee rankings. 00:39:33.875 --> 00:39:37.790 - That just means that we've optimized the content. That 00:39:37.790 --> 00:39:42.575 - doesn't mean that contents gonna rank on the top page and 00:39:42.575 --> 00:39:46.925 - generate a bunch of clicks. So long term strategy long-term, 00:39:46.925 --> 00:39:49.535 - SCO is the science of promoting. 00:39:51.660 --> 00:39:52.520 - This. 00:39:53.670 --> 00:39:56.720 - We wrote all this content. We optimize. This content. We 00:39:56.720 --> 00:40:00.380 - posted the content now how do we get that content to be 00:40:00.380 --> 00:40:03.735 - competitive and rank on the first page so people will click 00:40:03.735 --> 00:40:07.395 - on it and come to the site and see our beautifully optimized 00:40:07.395 --> 00:40:11.770 - content. Right so long term does a whole bunch of other 00:40:11.770 --> 00:40:15.150 - different things. So let's go back to our long-term page. 00:40:19.390 --> 00:40:24.670 - So down here my little Teeny Bopper. What is long-term SCO? 00:40:25.200 --> 00:40:30.592 - Yep. So real quickly there are different classifications of 00:40:30.592 --> 00:40:35.454 - SCO. These are usually the ones that we hear a lot about. We've 00:40:35.454 --> 00:40:40.690 - talked a lot about CRL, right? We all know what that is. We are 00:40:40.690 --> 00:40:44.804 - now right now talking about long term. We really didn't talk 00:40:44.804 --> 00:40:46.674 - about short-term white hat black 00:40:46.674 --> 00:40:48.728 - cat. Chris, what's black cat? 00:40:52.010 --> 00:40:58.346 - Doing things that are short term focused that try to take 00:40:58.346 --> 00:41:05.852 - advantage of. Gaps and search engine's abilities to pick up 00:41:05.852 --> 00:41:08.708 - on Shortcutting an essentially. 00:41:09.800 --> 00:41:13.355 - Using non valuable content techniques to hijack the ranking 00:41:13.355 --> 00:41:17.700 - and get your content up higher like an example would be 00:41:17.700 --> 00:41:21.255 - literally paying a Russian hacker to run an automated 00:41:21.255 --> 00:41:26.390 - attack on a million sites. And let's say that 50 of them were 00:41:26.390 --> 00:41:31.130 - successfully hacked and the link to your site was added to those 00:41:31.130 --> 00:41:35.870 - 50 sites and now boom all the sudden Google thinks your site 00:41:35.870 --> 00:41:41.400 - is getting a lot of links so you rank really high for like a 00:41:41.400 --> 00:41:45.880 - month. Until they ban you because you're a jerk face and 00:41:45.880 --> 00:41:50.776 - you should. the FBI calls you right now, not all. That's a 00:41:50.776 --> 00:41:54.856 - great example of a Black Hat technique. However, not all 00:41:54.856 --> 00:41:58.936 - Black Hat techniques are illegal. Black cat, for the most 00:41:58.936 --> 00:42:03.424 - part is this. Chris said almost word for word. A short-term 00:42:03.424 --> 00:42:07.504 - strategy to exploit gaps in the search engine limitations. So 00:42:07.504 --> 00:42:11.992 - let's say, for example, right now, if Google allowed me to. 00:42:12.060 --> 00:42:15.396 - Used 1000 words in the meta keywords field. I'm going to go 00:42:15.396 --> 00:42:18.732 - put a whole bunch of keywords in that meta keywords feel. I'm 00:42:18.732 --> 00:42:21.790 - just going to stop. It's called keyword stuffing and they used 00:42:21.790 --> 00:42:25.126 - to allow that so we used to have thousands and thousands and 00:42:25.126 --> 00:42:28.184 - thousands of words in the meta keyword field because we could 00:42:28.184 --> 00:42:32.076 - stuff all this stuff and that was why you used to be able to 00:42:32.076 --> 00:42:34.856 - actually rank a blank page because there were all these 00:42:34.856 --> 00:42:37.636 - hidden fields that you could stuff all these great keywords 00:42:37.636 --> 00:42:40.972 - and content in that would Google would see 'cause it's blind so 00:42:40.972 --> 00:42:43.196 - it read the code and saw it all. 00:42:43.200 --> 00:42:46.308 - Although the user would come to the page and didn't see it 00:42:46.308 --> 00:42:49.157 - right, but that was a black cat technique. Google very quickly 00:42:49.157 --> 00:42:52.524 - went. Oh, we see what you guys are doing yet we're going to 00:42:52.524 --> 00:42:56.150 - limit you on that and they went in and limited and even about a 00:42:56.150 --> 00:42:59.517 - year ago Bing went in and they penalize you. If you have more 00:42:59.517 --> 00:43:02.366 - than about 70 words in your keyword field now you actually 00:43:02.366 --> 00:43:03.402 - get penalized by Bing. 00:43:03.960 --> 00:43:08.481 - So Google has way too many billion dollar clients that are 00:43:08.481 --> 00:43:10.536 - paying them millions a year 00:43:10.536 --> 00:43:14.300 - that. As soon as they implement any kind of penalty, they 00:43:14.300 --> 00:43:16.604 - complain and go. We've had thousands of keywords, don't 00:43:16.604 --> 00:43:19.932 - penalize this. We're not going to go back and have time to get 00:43:19.932 --> 00:43:22.748 - rid of all those keywords in there. Like. OK, fine, we'll 00:43:22.748 --> 00:43:26.076 - take it out. You're not going to get a benefit anymore, but we're 00:43:26.076 --> 00:43:29.148 - not going to penalize you. And so that happens all the time. 00:43:29.148 --> 00:43:31.452 - They they enforce these penalties. That makes sense, but 00:43:31.452 --> 00:43:34.012 - then two or three big huge $1,000,000 clients complain and 00:43:34.012 --> 00:43:37.340 - then they back off of that. And that happens all the time. Mean 00:43:37.340 --> 00:43:40.668 - we literally are not going to be able to control Google. So one 00:43:40.668 --> 00:43:42.716 - of the things that we do is we 00:43:42.716 --> 00:43:45.692 - try to adopt. White hat techniques for that reason. Now 00:43:45.692 --> 00:43:50.282 - a white hat technique is I live the way I wrote it here. I like 00:43:50.282 --> 00:43:54.260 - to call it ethical. SCO. This is the way Google intended it. It's 00:43:54.260 --> 00:43:57.932 - not trying to exploit any gaps. It's not trying to bend the 00:43:57.932 --> 00:44:01.910 - rules. It's not trying to say Well. They said I could put so 00:44:01.910 --> 00:44:05.582 - many things in there. I just push the limit a little more. 00:44:05.582 --> 00:44:09.560 - They didn't appear to have a limit, so I went ahead and put 00:44:09.560 --> 00:44:13.538 - more. That's not it. If they say you're only supposed to have 50, 00:44:13.538 --> 00:44:18.920 - white hat says. You do 50 or less. That's what white hat is 00:44:18.920 --> 00:44:21.140 - now. Clarity follows white hat, 00:44:21.140 --> 00:44:25.050 - why? Patrick, why would we want to follow white hat internally 00:44:25.050 --> 00:44:28.164 - versus as a company? Is there a difference potentially? 00:44:30.420 --> 00:44:34.112 - And the answer is yes, there is a difference. But why would we 00:44:34.112 --> 00:44:38.088 - want to follow it as a company or as an agency? What would the 00:44:38.088 --> 00:44:43.971 - difference be? Uh, well, if we follow it like uniformally that 00:44:43.971 --> 00:44:49.261 - will give us like better understanding of the SCO and 00:44:49.261 --> 00:44:54.694 - actually. Utilisee efficiently then versus like trying to find 00:44:54.694 --> 00:44:56.886 - temporary fixes and in. 00:44:58.390 --> 00:45:01.899 - Potentially, yeah, potentially for me. The way I look at this, 00:45:01.899 --> 00:45:06.046 - if a client came to me and said Ron, I don't mind spending 00:45:06.046 --> 00:45:09.874 - $50,000 on paper click ads if it generates a couple $1,000,000 in 00:45:09.874 --> 00:45:12.745 - business, right? They wouldn't care. They'd throw that money 00:45:12.745 --> 00:45:17.211 - away. But if somebody came to me and said, Hey, I want to spend 00:45:17.211 --> 00:45:21.039 - $50,000 with clarity on SCO and it drove no business, they would 00:45:21.039 --> 00:45:24.867 - be pretty ticked off. Now if I knew using a Black Hat 00:45:24.867 --> 00:45:28.695 - techniques and I knew Google was going to close that loophole in 00:45:28.695 --> 00:45:31.725 - six months. But I knew I could drive $3,000,000 worth of 00:45:31.725 --> 00:45:33.315 - business if they gave me 50 00:45:33.315 --> 00:45:37.019 - Grand. That client might go. Who cares if you're going to make 00:45:37.019 --> 00:45:40.007 - $3,000,000? I'll spend the 50 grand. So for a client we may 00:45:40.007 --> 00:45:43.493 - want to go ahead and spend the 50 grand and do that now. We're 00:45:43.493 --> 00:45:46.979 - not the practice of doing that, but a buddy of mine owns his own 00:45:46.979 --> 00:45:49.967 - SCO company. He does that all the time because some of his 00:45:49.967 --> 00:45:52.706 - clients are like, well, hey, if I can make $3,000,000 this 00:45:52.706 --> 00:45:56.192 - quarter. I know I'm not going to make it next quarter, but if I 00:45:56.192 --> 00:45:59.180 - can capitalize on that while it's still there, go for it. And 00:45:59.180 --> 00:46:03.164 - so he does a lot of black at. The reason I can't do it is I 00:46:03.164 --> 00:46:04.658 - can't go back to my client. 00:46:04.750 --> 00:46:08.578 - And say, hey, that $30,000 you spent the last three months on 00:46:08.578 --> 00:46:11.130 - SCO didn't produce anything, because Google shut that 00:46:11.130 --> 00:46:14.958 - loophole down. I can't do that, because now the client's mad at 00:46:14.958 --> 00:46:19.262 - me for wasting. $30,000 an I don't know enough about black 00:46:19.262 --> 00:46:23.270 - cat to guarantee that 3 million in return that makes sense. So 00:46:23.270 --> 00:46:24.940 - if we it's almost like. 00:46:25.480 --> 00:46:28.938 - If you don't tell a lie, you never have to worry about what 00:46:28.938 --> 00:46:32.130 - you said, because Chris could ask me three years from now. We 00:46:32.130 --> 00:46:35.854 - had a conversation, ran you and I about X and you told me boom. 00:46:35.854 --> 00:46:39.578 - And it's either going to be true or not, right? And if you always 00:46:39.578 --> 00:46:43.036 - tell the truth then you never have to worry about one of those 00:46:43.036 --> 00:46:45.962 - things coming back and bite me in the *** later, especially 00:46:45.962 --> 00:46:49.154 - when you're an agency and you're doing work for clients. So for 00:46:49.154 --> 00:46:52.612 - me, I tell my clients look. If you want black cat. There are 00:46:52.612 --> 00:46:55.538 - other CEOs out there that will do Black Hat. I don't. 00:46:55.620 --> 00:46:58.812 - Every dollar you spend with me, I want to put in white hat best 00:46:58.812 --> 00:47:01.776 - practices that I know is not going to go away that Google is 00:47:01.776 --> 00:47:04.512 - not going to close down that loophole in six months. And that 00:47:04.512 --> 00:47:05.880 - money is going to be wasted. 00:47:06.630 --> 00:47:09.918 - I may not be able to produce short-term results like a black 00:47:09.918 --> 00:47:13.206 - cap might be able to, but I guarantee that I'm going to 00:47:13.206 --> 00:47:15.946 - protect your investment and every penny you spend is going 00:47:15.946 --> 00:47:18.960 - to be well invested into the future and continue to produce 00:47:18.960 --> 00:47:22.522 - results. That's white hat, so for me we live and breathe and I 00:47:22.522 --> 00:47:24.440 - buy white hat. So now let's take 00:47:24.440 --> 00:47:29.746 - a look at. Some of the long term strategies we got the last 10 00:47:29.746 --> 00:47:33.552 - minutes here. We're just going to kind of read through this 00:47:33.552 --> 00:47:37.704 - list and see if anything most of this stuff self explanatory. But 00:47:37.704 --> 00:47:42.894 - I might go and just kind of poke around if you if you have a 00:47:42.894 --> 00:47:46.354 - question, ask it so constantly auditing and updating the master 00:47:46.354 --> 00:47:50.852 - keyword lists right Sam what it is that we talked about that the 00:47:50.852 --> 00:47:53.620 - very first week. What's the master keyword list? 00:47:53.650 --> 00:47:58.466 - It's a Excel file of all the the primary keyword and then all of 00:47:58.466 --> 00:48:01.562 - its alternates variance. Yeah, yeah, variance yeah. And these 00:48:01.562 --> 00:48:06.034 - are the things that we want to rank for it. These are the 00:48:06.034 --> 00:48:09.818 - things that we deem are the gospel of clarity, so when 00:48:09.818 --> 00:48:13.602 - people go out and type in HIPAA Compliant development, we want 00:48:13.602 --> 00:48:18.418 - to show up on the first page. We want them clicking on us. We 00:48:18.418 --> 00:48:22.202 - want those deals. Those are sweet spot. We make good money 00:48:22.202 --> 00:48:23.578 - on those projects so. 00:48:23.660 --> 00:48:26.905 - Riley, in our master keyword list as he's doing SCO, he's 00:48:26.905 --> 00:48:30.150 - going to upload those keywords to the tools and he's gonna 00:48:30.150 --> 00:48:33.395 - start monitoring on a weekly basis long term to ensure that 00:48:33.395 --> 00:48:37.230 - all of those keywords or as many of the keywords as we possibly 00:48:37.230 --> 00:48:40.475 - can from that list. Our ranking on page one. 'cause that's 00:48:40.475 --> 00:48:43.720 - what's going to drive our business. And if they fall out, 00:48:43.720 --> 00:48:46.670 - remember, we started showing you those tools when they were 00:48:46.670 --> 00:48:49.915 - falling out into position four and five, and things like that. 00:48:49.915 --> 00:48:53.750 - He's going to be watching that. And if any of those words we 00:48:53.750 --> 00:48:55.520 - want to protect or falling out 00:48:55.520 --> 00:48:58.850 - of favor He and Chris are going to generate some more content 00:48:58.850 --> 00:49:00.470 - and support him in some more 00:49:00.470 --> 00:49:04.338 - supporting articles, right? So we already talked about the 00:49:04.338 --> 00:49:07.605 - content strategy, which was driven by the master keyword 00:49:07.605 --> 00:49:11.961 - list and our champions. We just finished out today are on page 00:49:11.961 --> 00:49:14.865 - optimizations, which is making them perfect. Create an 00:49:14.865 --> 00:49:19.221 - optimized the Champions so these are are bigger pages that are in 00:49:19.221 --> 00:49:23.577 - the top NAV and in the footer right? Those are all our 00:49:23.577 --> 00:49:27.570 - champions. These are top topics, main topical pages. Then we have 00:49:27.570 --> 00:49:31.926 - to generate all are supporting anchor links, so if it's not a 00:49:31.926 --> 00:49:35.426 - champion. Then it has an anchor link supporting a champion, 00:49:35.426 --> 00:49:39.210 - right? So if I'm not generating a champion page, I'm generating 00:49:39.210 --> 00:49:42.650 - a supporting page, blog post articles, something related to a 00:49:42.650 --> 00:49:46.090 - champion and it's gonna have the anchor links supporting a 00:49:46.090 --> 00:49:49.186 - champion, so those are really theoretically once the base 00:49:49.186 --> 00:49:53.658 - websites done, we have the about us, the contact us, all the base 00:49:53.658 --> 00:49:57.098 - pages are content strategy going forward, we're only creating 2 00:49:57.098 --> 00:49:59.506 - pieces of content, champions, supporters, that's it. 00:50:00.230 --> 00:50:03.761 - So blog posts. Typically A blog post, is what type of 00:50:03.761 --> 00:50:04.403 - content, Sam? 00:50:06.160 --> 00:50:08.000 - Um, like an article. 00:50:08.850 --> 00:50:12.724 - Yeah, well, I just said we only have two types of content blog 00:50:12.724 --> 00:50:16.300 - posts or 99% of the time. What type of those two contents? 00:50:17.990 --> 00:50:18.940 - Um? 00:50:21.910 --> 00:50:25.678 - Yep, exactly sorry, 00:50:25.678 --> 00:50:31.070 - supporting page. Yeah, most of your articles on going most of 00:50:31.070 --> 00:50:34.910 - your white papers. Most of your videos, most of your blog posts, 00:50:34.910 --> 00:50:38.750 - all the stuff that we're going to create once the core websites 00:50:38.750 --> 00:50:41.310 - done. Almost everything we're producing is supporting pages 00:50:41.310 --> 00:50:44.830 - now. Riley and Chris. Just over the last six months, produced 00:50:44.830 --> 00:50:48.350 - three or four new champions. Chris, Why did we do that? 00:50:52.090 --> 00:50:55.698 - Because we are the 00:50:55.698 --> 00:51:02.431 - Champions. We wanted to go after other keyword 00:51:02.431 --> 00:51:06.558 - chunks. Right, we got a client UAG that happened to be a buyers 00:51:06.558 --> 00:51:09.572 - group. We didn't. They didn't find us by searching for buyers 00:51:09.572 --> 00:51:12.038 - group. They were searching for whatever beta BE Commerce 00:51:12.038 --> 00:51:15.052 - integration with whatever we did. They found us. But after we 00:51:15.052 --> 00:51:18.340 - finish the project were like wait a minute. We now have this 00:51:18.340 --> 00:51:21.628 - really cool project that we did for this buyers group. We could 00:51:21.628 --> 00:51:24.642 - do this for others buyers groups and they can be really 00:51:24.642 --> 00:51:27.382 - profitable. We don't have any information on our website about 00:51:27.382 --> 00:51:30.396 - buyers group whatsoever. That's a cool new topic. We could go 00:51:30.396 --> 00:51:33.684 - after. So boom, we added buyers group right. That's now a new 00:51:33.684 --> 00:51:37.456 - champion. We have to do the champion, then we have to do all 00:51:37.456 --> 00:51:41.200 - the supporting pages. We have to build out a whole strategy in a 00:51:41.200 --> 00:51:43.792 - whole section around buyers groups 'cause we don't have 00:51:43.792 --> 00:51:47.536 - anything on the website. So even though we already had all of our 00:51:47.536 --> 00:51:50.992 - key words and all of our champions done for years and we 00:51:50.992 --> 00:51:53.872 - were really focused, any new opportunity like that might come 00:51:53.872 --> 00:51:57.328 - along based on if we were medical. We might have a whole 00:51:57.328 --> 00:52:00.208 - section of our website dedicated to COVID-19 in COVID-19 testing 00:52:00.208 --> 00:52:03.088 - and that might be driving more business than anything else. 00:52:03.088 --> 00:52:03.952 - Well, that's opportunistic, 00:52:03.952 --> 00:52:07.660 - right? It came on. There's a pandemic going on, and now 00:52:07.660 --> 00:52:10.940 - there's an opportunity to really talk about this and drive 00:52:10.940 --> 00:52:14.548 - business around covid testing 'cause we do covid test here in 00:52:14.548 --> 00:52:18.812 - our clinic. Great, let's go. And so we might switch and do a 00:52:18.812 --> 00:52:22.420 - champion and do a whole bunch of promotions around an opportunity 00:52:22.420 --> 00:52:26.600 - subsites. Subsites are something that we can do. It was something 00:52:26.600 --> 00:52:29.550 - that used to be very very heavily done, not necessarily 00:52:29.550 --> 00:52:33.090 - done as much. Now it's usually more for it's hard to prevent 00:52:33.090 --> 00:52:36.335 - the reason for this is it's hard to promote multiple properties. 00:52:36.335 --> 00:52:40.465 - If I only have 100 Bucks a month to do promotions, and I have 00:52:40.465 --> 00:52:43.710 - four different websites, how much money am I going to spend 00:52:43.710 --> 00:52:47.840 - that $100 on each site? do I only get $25 a month across four 00:52:47.840 --> 00:52:51.380 - different sites and I have to promote him all? Kind of dilutes 00:52:51.380 --> 00:52:54.920 - my message. However, we had a client, LDR LDR, made tons and 00:52:54.920 --> 00:52:59.520 - tons of products. Well, they came out to us and said we came 00:52:59.520 --> 00:53:03.936 - out with this brand new device called a Mobi C cervical disc. 00:53:03.936 --> 00:53:08.352 - We need a new website that we can take globally and promote 00:53:08.352 --> 00:53:13.136 - this new product that is FDA approved. We want to put MI a 00:53:13.136 --> 00:53:18.288 - candidate and if you are you can find a surgeon and we want to 00:53:18.288 --> 00:53:22.704 - have people share their story. So they had us create a subsite 00:53:22.704 --> 00:53:26.384 - not for SEO purposes for their corporate site, but strictly 00:53:26.384 --> 00:53:27.856 - around cervical disc repair. 00:53:27.870 --> 00:53:32.370 - And all the stuff. So this site was highly optimized to drive 00:53:32.370 --> 00:53:36.495 - traffic and they were willing to spend millions of dollars to 00:53:36.495 --> 00:53:40.995 - promote this brand new device. So it was easier to promote this 00:53:40.995 --> 00:53:45.120 - device by getting a new website and having this entire website 00:53:45.120 --> 00:53:48.120 - all the Champions. All the information completely focused 00:53:48.120 --> 00:53:52.995 - on this device than it was to go to theirldr.com where they had 00:53:52.995 --> 00:53:56.745 - 25 devices and try to promote this device within another 00:53:56.745 --> 00:53:58.620 - storefront that had 20 four 00:53:58.620 --> 00:54:03.322 - other products. Right, so from an SCO perspective along term 00:54:03.322 --> 00:54:07.711 - strategy might be to produce a subsite, because it might be 00:54:07.711 --> 00:54:08.908 - easier to promote. 00:54:09.840 --> 00:54:13.248 - Attire if I got an AutoZone com that sells everything about a 00:54:13.248 --> 00:54:16.940 - car, but then I have discount tires, it's going to be a lot 00:54:16.940 --> 00:54:20.916 - easier if people are looking for a great deal on tires. If I have 00:54:20.916 --> 00:54:22.620 - a subsite just for tires, right? 00:54:23.230 --> 00:54:25.768 - Multilingual portals this is especially good for local SEO. 00:54:25.768 --> 00:54:29.434 - What we're not going to do a whole week on local 'cause I 00:54:29.434 --> 00:54:33.100 - don't think we do enough of it here at clarity. We've done it 00:54:33.100 --> 00:54:36.766 - for two or three clients, but we don't do enough of it to 00:54:36.766 --> 00:54:40.996 - really focus on it, so I didn't want to do a whole week on it. 00:54:40.996 --> 00:54:43.816 - But what would your guest be? Patrick is local SEO. 00:54:45.590 --> 00:54:49.190 - That will be like. 00:54:50.160 --> 00:54:54.288 - Repeat that kind of like region specific SCO yet where it's like 00:54:54.288 --> 00:54:57.728 - English based like Chinese bays orbit bays or something that 00:54:57.728 --> 00:55:02.544 - Yep, or when Chris started this company and a lot of the page is 00:55:02.544 --> 00:55:07.016 - still have it on there when he would go in an right, the 00:55:07.016 --> 00:55:10.456 - Metatags he would do custom web development in Austin, TX. 00:55:11.090 --> 00:55:13.950 - Vertical bar clarity. You know whatever and he would add 00:55:13.950 --> 00:55:18.240 - Austin, TX and so there was a lot of pages that had a lot of 00:55:18.240 --> 00:55:22.244 - Austin. A lot of Texas and a lot of stuff in there because a 00:55:22.244 --> 00:55:25.104 - significant amount of our early business was driven locally. And 00:55:25.104 --> 00:55:28.250 - because Google weights results higher like right now if I come 00:55:28.250 --> 00:55:30.252 - out here and I type in something 00:55:30.252 --> 00:55:35.344 - like great burger. I misspelled burger, but look what comes up. 00:55:35.920 --> 00:55:39.586 - This is all local right on 180 three. I didn't type in Austin, 00:55:39.586 --> 00:55:43.534 - TX. I didn't type Cedar Park. I didn't type any of that crap. So 00:55:43.534 --> 00:55:46.918 - why did it display Cedar Park and stuff? Because it looked up 00:55:46.918 --> 00:55:50.302 - my IP address. It saw that I'm physically sitting here in Cedar 00:55:50.302 --> 00:55:51.430 - Park and it automatically 00:55:51.430 --> 00:55:55.570 - waited. The type of search I was doing as a location 00:55:55.570 --> 00:55:58.549 - search location search our local in nature so they 00:55:58.549 --> 00:56:01.197 - automatically make it regionally based and so now 00:56:01.197 --> 00:56:04.507 - all of these results. All the ads are here. Moonies, 00:56:04.507 --> 00:56:07.486 - Pete, Aries, Mooyah. These are Alright just a couple 00:56:07.486 --> 00:56:08.810 - miles from my house. 00:56:10.180 --> 00:56:13.370 - Right, and even down here. Here's the first organic one. 00:56:13.370 --> 00:56:15.284 - Best burgers in Austin. I didn't 00:56:15.284 --> 00:56:20.848 - type in Austin. But it it knew that 'cause I'm here and so it 00:56:20.848 --> 00:56:25.144 - put a lot of weight in locality, so it automatically listed all 00:56:25.144 --> 00:56:29.798 - the best things that match best burger and it added a waiting to 00:56:29.798 --> 00:56:34.094 - Austin if that makes things right. So local SCO can be very 00:56:34.094 --> 00:56:38.032 - important. I don't have to manually put in all the locale 00:56:38.032 --> 00:56:42.686 - 'cause you saw. I just typed in best burgers and all the burger 00:56:42.686 --> 00:56:45.550 - joints here near me automatically got a higher 00:56:45.550 --> 00:56:47.698 - rating because Google automatically does that. 00:56:47.760 --> 00:56:50.840 - What what about web developers? Web developers can be anywhere. 00:56:51.480 --> 00:56:54.395 - Does locale make as much sense? It doesn't so Google actually 00:56:54.395 --> 00:56:57.310 - isn't gonna wait. If I went for web development company, it's 00:56:57.310 --> 00:57:00.755 - not going to wait Austin and locale is high, so I might if 00:57:00.755 --> 00:57:04.465 - I'm trying to drive a lot of web design business now for us. I 00:57:04.465 --> 00:57:07.645 - don't care where our businesses right? We got back on over in 00:57:07.645 --> 00:57:11.355 - Japan. We don't care where they are so we don't do a lot of 00:57:11.355 --> 00:57:14.800 - local SCO because they can be anywhere. We all do all of our 00:57:14.800 --> 00:57:18.775 - work remotely anyway. But if we didn't and we had to do a lot of 00:57:18.775 --> 00:57:21.955 - on site, then local SCO would become a thing and we would 00:57:21.955 --> 00:57:25.330 - start doing. All kinds of different strategies for local 00:57:25.330 --> 00:57:27.330 - SCO, which is very, very 00:57:27.330 --> 00:57:30.640 - different. RSS news feeds. Why would Riley? 00:57:31.820 --> 00:57:38.876 - An RSS new feed on a home page. Be a good or bad SCO 00:57:38.876 --> 00:57:43.323 - element. Good is she home. It'll help promote those specific 00:57:43.323 --> 00:57:49.004 - pages that are popping up on that news feed. The bad, in my 00:57:49.004 --> 00:57:54.617 - opinion, is. I believe that if you spread your net too thin or 00:57:54.617 --> 00:57:58.387 - the juice that you're sending to your pages, it'll dilute. 00:57:58.940 --> 00:58:02.471 - Uh, the rankings or the strength of those pages and I 00:58:02.471 --> 00:58:05.681 - would say the second half of your statement is incorrect 00:58:05.681 --> 00:58:08.891 - because it's an internal linked on our own site. We're 00:58:08.891 --> 00:58:12.422 - not passing any link juice, you only pass link juice to 00:58:12.422 --> 00:58:15.632 - external domains, so that's and that's not the reason why 00:58:15.632 --> 00:58:18.842 - it's so good, Chris. When I started clarity, you already 00:58:18.842 --> 00:58:23.015 - had a really nice news feed on the homepage. Why did you have 00:58:23.015 --> 00:58:24.620 - it on the home page? 00:58:27.490 --> 00:58:32.248 - Let's see these because Google is lazy and we want Google to go 00:58:32.248 --> 00:58:37.006 - index new stuff so that they're like, oh look at you wearing the 00:58:37.006 --> 00:58:40.666 - latest fashion of content. You're going to be more popular 00:58:40.666 --> 00:58:45.424 - with the cool kids. Sell stuff. Yeah, Google is lazy, but one of 00:58:45.424 --> 00:58:49.816 - the things Google does is one Google comes back to crawl your 00:58:49.816 --> 00:58:53.842 - site. If you have fresh content and you're updating your site, 00:58:53.842 --> 00:58:58.234 - your content more often. It will actually rank higher and it will 00:58:58.234 --> 00:59:01.770 - spend. More time on your site indexing and crawling more pages 00:59:01.770 --> 00:59:05.839 - we call that crawl juice. They only spend so many seconds on a 00:59:05.839 --> 00:59:09.908 - site and with so many pages they never get through all our pages. 00:59:09.908 --> 00:59:14.290 - But if they go through our page and every time they come to our 00:59:14.290 --> 00:59:17.107 - home page, there's a news feed that's displaying three 00:59:17.107 --> 00:59:20.237 - different articles. It says oh, there's fresh content on the 00:59:20.237 --> 00:59:23.993 - homepage, so it updates that index and so it time stamps and 00:59:23.993 --> 00:59:27.123 - updates and gives you more current which can rank you 00:59:27.123 --> 00:59:29.001 - higher. So having a new speed. 00:59:29.060 --> 00:59:31.940 - Is better not necessarily for linking to or supporting the 00:59:31.940 --> 00:59:35.108 - other pages, although you'll get a small minimal anchor text link 00:59:35.108 --> 00:59:38.276 - boost from that because the title usually has the keyword in 00:59:38.276 --> 00:59:41.444 - it that you're linking to, so temporarily you might get that 00:59:41.444 --> 00:59:44.612 - home page linking to those three articles that are displayed. But 00:59:44.612 --> 00:59:47.492 - more importantly, Google is going to see that you're home 00:59:47.492 --> 00:59:50.660 - page has what they look. See is fresh content, it's different. 00:59:50.660 --> 00:59:53.540 - It's been updated. They don't know that it's scrolling and 00:59:53.540 --> 00:59:57.572 - that it's gone. They come crawl it in a split 2nd and then click 00:59:57.572 --> 01:00:00.452 - some goes to another page, another page, another page. It's 01:00:00.452 --> 01:00:02.180 - already done with the home page. 01:00:02.230 --> 01:00:06.895 - All it saw was the last 17 times it came to the home page. There 01:00:06.895 --> 01:00:10.938 - was fresh content on that home page, so it's a really good SCO 01:00:10.938 --> 01:00:13.426 - element. Not necessarily because it's only temporarily supporting 01:00:13.426 --> 01:00:16.536 - those other articles, so we don't use it necessarily for 01:00:16.536 --> 01:00:18.713 - supporting those other champions. 'cause we're not 01:00:18.713 --> 01:00:21.512 - controlling it, it's just scrolling through the titles of 01:00:21.512 --> 01:00:25.244 - the articles. But the fact of the matter is, is it's changing 01:00:25.244 --> 01:00:28.976 - the content on the homepage, so every two or three days when 01:00:28.976 --> 01:00:32.708 - Google comes back and crawls that home page, it sees new and 01:00:32.708 --> 01:00:36.753 - fresh content. And that helps boost the site as a whole. 01:00:37.830 --> 01:00:41.142 - Uhm, it's 303. Does anybody have a hard stop? 01:00:41.710 --> 01:00:43.920 - I only need about 5 more minutes, maybe 10 more 01:00:43.920 --> 01:00:45.909 - minutes, and then we're done, but if somebody hasn't 01:00:45.909 --> 01:00:48.561 - meeting, they gotta jump off too. I don't want to hold him 01:00:48.561 --> 01:00:48.782 - up. 01:00:50.710 --> 01:00:54.420 - I'm good Sir. OK, I'll keep going real quick articles. 01:00:54.420 --> 01:00:57.388 - We already know. Just like blog post, thanks. 01:00:58.830 --> 01:01:02.636 - Um, we already know articles are supporting pages, just like the 01:01:02.636 --> 01:01:05.750 - blog posts, right? Uhm, glossary's, why would a Glossary 01:01:05.750 --> 01:01:09.556 - now? Hopefully you guys Remember Me showing you the Glossary that 01:01:09.556 --> 01:01:14.054 - I did for GFS chemicals, why would a Glossary be a good idea? 01:01:14.054 --> 01:01:16.476 - And why would I use a Glossary? 01:01:18.070 --> 01:01:21.495 - Patrick Is 01:01:21.495 --> 01:01:25.460 - that? It's just, uh. 01:01:27.500 --> 01:01:32.300 - It's good for the user if they don't know what they're looking 01:01:32.300 --> 01:01:37.500 - for. Yep, so it's good for CR. Oh right? That's one thing. But 01:01:37.500 --> 01:01:41.900 - in my particular case for GFS chemicals, and I'm doing their 01:01:41.900 --> 01:01:43.500 - CEO, they don't have. 01:01:44.140 --> 01:01:47.670 - A sitemap down here because remember there's only 32 DNN 01:01:47.670 --> 01:01:52.965 - pages and if they had a site map and it only showed the 32 DNN 01:01:52.965 --> 01:01:57.201 - pages, that's not a very helpful site map. When they have 8600 01:01:57.201 --> 01:02:01.084 - pages of chemicals and people are trying to find those pages. 01:02:01.084 --> 01:02:05.673 - So without that Sitemap, and if I come up here to products I'm 01:02:05.673 --> 01:02:10.262 - not linking all 8600 products here, so I do not have at a 01:02:10.262 --> 01:02:12.027 - crawl depth one or two. 01:02:12.670 --> 01:02:16.710 - A link to every product page that I'm trying to 01:02:16.710 --> 01:02:17.922 - promote within SCO. 01:02:19.120 --> 01:02:21.010 - So, Riley, what did I do? 01:02:21.870 --> 01:02:26.094 - To fix that problem, uh, could you repeat that for me, please? 01:02:26.600 --> 01:02:28.778 - I don't have a site map. 01:02:29.710 --> 01:02:33.970 - Because this is a clarity E Commerce site, I don't have a 01:02:33.970 --> 01:02:37.875 - DNN site map here that can display all of the product 01:02:37.875 --> 01:02:41.780 - pages, and because these are all displaying just the sub category 01:02:41.780 --> 01:02:46.040 - landing pages, I don't have a one or two crawl depth link 01:02:46.040 --> 01:02:50.655 - anywhere to the product. So How do I promote and get a higher 01:02:50.655 --> 01:02:55.440 - crawl depth? For all of my product pages that I'm 01:02:55.440 --> 01:03:00.005 - optimizing and doing all my SCO content for, UM, are you 01:03:00.005 --> 01:03:03.325 - referring to the large Glossary that you created? 01:03:03.340 --> 01:03:08.800 - Tools so down here in the footer one click away. I created a 01:03:08.800 --> 01:03:10.900 - chemical index and then every 01:03:10.900 --> 01:03:15.450 - single page. That I optimize every chemical page that I 01:03:15.450 --> 01:03:19.150 - optimized gets put in here and I'm linking Kubrick nitrate 01:03:19.150 --> 01:03:23.220 - which was the keyword copper two nitrate which was the keyword 01:03:23.220 --> 01:03:27.290 - and the cast number. Those are the three biggest things that 01:03:27.290 --> 01:03:32.100 - they search for to find this product. So I put all three in 01:03:32.100 --> 01:03:37.280 - my anchor text link so I have an anchor text link right here that 01:03:37.280 --> 01:03:41.350 - has all three keywords to each different page, which is the 01:03:41.350 --> 01:03:42.830 - sizes of the product's. 01:03:42.830 --> 01:03:46.053 - Right, and I've linked him here and then. For navigability, I 01:03:46.053 --> 01:03:50.155 - can click here and click on MI. Can see all the products I have. 01:03:50.155 --> 01:03:55.136 - It's not me. I can go back to top that I can go to. HI can see 01:03:55.136 --> 01:03:59.824 - all the HS if that's not what I need. I can go back to top. So 01:03:59.824 --> 01:04:02.754 - for Patrick's response. Yes I did it exactly for the 01:04:02.754 --> 01:04:05.684 - navigability and the ease of people to find the chemicals. 01:04:05.684 --> 01:04:08.907 - But the only pages on here they've got 8600 chemicals. I 01:04:08.907 --> 01:04:12.423 - only have about 650 links on this page because those are the 01:04:12.423 --> 01:04:15.060 - 650 pages that I've actually written the content for. 01:04:15.160 --> 01:04:18.680 - That I'm trying to promote that I need Google to crawl 01:04:18.680 --> 01:04:22.840 - and give a higher crawl depth and I'm trying to rank for it. 01:04:22.840 --> 01:04:26.360 - So now chemical index crawled up to 1 second click crawled 01:04:26.360 --> 01:04:30.200 - up two and I'm now on the product page. It loads the 01:04:30.200 --> 01:04:34.040 - page and it will now index the page. Here is the description 01:04:34.040 --> 01:04:37.560 - that I wrote. Why is this one not showing up correctly? 01:04:38.820 --> 01:04:43.308 - GFS is broken. Sam. Do you wanna reach out to Ben? 01:04:43.950 --> 01:04:49.530 - And ask him what is going on with their their sites broken. 01:04:50.780 --> 01:04:55.496 - The tell him that the, uh, the FA Q Product attributes the 01:04:55.496 --> 01:04:59.033 - master attributes are not loading. I'm gonna try another 01:04:59.033 --> 01:05:03.356 - chemical just to see but the ammonium nitrate for sure is 01:05:03.356 --> 01:05:07.286 - broken, which leads me to believe yeah, see this one 01:05:07.286 --> 01:05:11.609 - actually loaded. See here's all the other specs and here's the 01:05:11.609 --> 01:05:16.052 - FA QS. This all loaded up the ammonium nitrate for some 01:05:16.052 --> 01:05:20.228 - reason, appears to be broken up. That leads me to believe others 01:05:20.228 --> 01:05:23.490 - are broken. Say. 01:05:23.490 --> 01:05:27.558 - These are not loading. Yeah, it's not loading the FA QS from 01:05:27.558 --> 01:05:30.430 - the master. OK, this one appears 01:05:30.430 --> 01:05:34.870 - to load it. Here's the FA Q. So this is all the content that I 01:05:34.870 --> 01:05:37.990 - wrote an added to make the page optimized, but it did not do 01:05:37.990 --> 01:05:40.870 - that for ammonium nitrate, so I'm going to go check these and 01:05:40.870 --> 01:05:43.990 - see what's going on. Let me check another one and see if it 01:05:43.990 --> 01:05:44.950 - just happens to be. 01:05:47.210 --> 01:05:48.690 - One or two of the. 01:05:49.640 --> 01:05:53.012 - Yeah, it doesn't look like any of the ammonium nitrates are OK, 01:05:53.012 --> 01:05:56.384 - they're loaded these there. See, there's all the stuff I wrote. I 01:05:56.384 --> 01:05:59.756 - knew I wrote it all for ammonium nitrate. Remember writing it so 01:05:59.756 --> 01:06:01.442 - I wonder if it's just a 01:06:01.442 --> 01:06:06.102 - specific. OK, never mind let me let me run some test 1st and 01:06:06.102 --> 01:06:09.654 - figure out where that is before you do anything. Sam, it looks 01:06:09.654 --> 01:06:12.614 - like it's sporadic which might be Ron mistake potentially I 01:06:12.614 --> 01:06:14.390 - doubt it, but it might be. 01:06:15.000 --> 01:06:20.951 - OK, so all of these other things down here, BIOS pages, 01:06:20.951 --> 01:06:24.738 - detailed locations, products and service listings, other 01:06:24.738 --> 01:06:27.984 - directories, link building campaigns, everything listed 01:06:27.984 --> 01:06:31.771 - here are opportunities to promote our champions. 01:06:32.920 --> 01:06:36.847 - Right, everything that's written on this link here is for long 01:06:36.847 --> 01:06:40.417 - term CEO. To promote our champions and keep our keywords 01:06:40.417 --> 01:06:45.058 - ranking well right and the thing that I love to tell my clients. 01:06:46.510 --> 01:06:49.960 - If they, if they came to me and said I only have 20 grand this 01:06:49.960 --> 01:06:51.110 - year to spend on SCO. 01:06:52.260 --> 01:06:54.267 - Patrick, how am I going to spend that money? 01:06:55.640 --> 01:06:58.872 - Am I going to front load a **** ton of it? am I going to spend 01:06:58.872 --> 01:07:01.902 - it all in one fell swoop? am I going to do a little bit of 01:07:01.902 --> 01:07:04.730 - month? What am I gonna do if let's say GFS came to me and 01:07:04.730 --> 01:07:07.356 - said we only have 20 grand in this year's budget to spend on 01:07:07.356 --> 01:07:10.697 - SCO? How do you think I would spend that money and why? 01:07:12.850 --> 01:07:14.450 - I'll 01:07:15.860 --> 01:07:17.800 - I would, I would say. 01:07:18.480 --> 01:07:23.460 - Uh, do it. Do any parts like every quarterly have a research 01:07:23.460 --> 01:07:27.610 - phase and implementation phase and then they re analysis phase 01:07:27.610 --> 01:07:31.760 - so that way you're actually every quarter instead of doing 01:07:31.760 --> 01:07:34.250 - one full soup every quarter you 01:07:34.250 --> 01:07:38.076 - are. Getting better, you're seeing the the trends. You're 01:07:38.076 --> 01:07:39.811 - catching a trend and then. 01:07:40.330 --> 01:07:42.760 - Fixing quote quote fixing your 01:07:42.760 --> 01:07:47.557 - mistake. Yeah, or as competition puts more content and some of my 01:07:47.557 --> 01:07:51.361 - key words fall down, I'm going back seeing that an I'm adding 01:07:51.361 --> 01:07:54.848 - more content to support those, right? So in a long term 01:07:54.848 --> 01:07:57.701 - strategy, yes you are 100% correct in a short-term 01:07:57.701 --> 01:08:00.554 - strategy. It's a little different because when GFS came 01:08:00.554 --> 01:08:04.992 - to me on this site they had no SCO whatsoever. So I'm like guys 01:08:04.992 --> 01:08:09.113 - you don't have any on page stuff done. We're going to need and 01:08:09.113 --> 01:08:12.600 - it's more than 15. Grant is probably 3040 grand worth of 01:08:12.600 --> 01:08:14.185 - work to do to get. 01:08:14.250 --> 01:08:18.186 - All of the on page stuff done before we can actually start 01:08:18.186 --> 01:08:21.794 - doing the supporting on the ongoing stuff, so for me it 01:08:21.794 --> 01:08:26.058 - depends on how much money they have and what state they are in. 01:08:26.620 --> 01:08:31.000 - For GFS, if they came to me and said they only had 20 Grand, I 01:08:31.000 --> 01:08:33.920 - would have said, well, you've got 8600 chemicals. There's no 01:08:33.920 --> 01:08:38.008 - way for me to optimize and do the on page work for 8600 pages 01:08:38.008 --> 01:08:41.804 - for 20 grand. So you need to tell me what your top 20 01:08:41.804 --> 01:08:45.308 - products are. I'll go optimize the hell out of those and then 01:08:45.308 --> 01:08:48.520 - we'll start promoting those an will make sure we have some 01:08:48.520 --> 01:08:52.024 - budget leftover for the next 3/4 to promote those. If there's any 01:08:52.024 --> 01:08:55.236 - money leftover, will go. Do a few more chemicals and that's 01:08:55.236 --> 01:08:57.280 - what we would do right? I mean. 01:08:57.290 --> 01:09:02.618 - I wouldn't be able to do it all, so for these guys I did some on 01:09:02.618 --> 01:09:05.948 - page optimization for all 8600 chemicals. I redid all 8600 01:09:05.948 --> 01:09:09.944 - URLs. I redid all 8600 SCO meta titles, all 8600 keywords, all 01:09:09.944 --> 01:09:14.273 - 8600 meter descriptions. I was able to do that so at least I 01:09:14.273 --> 01:09:18.602 - got the basic core 3 elements that have to be done. I got 01:09:18.602 --> 01:09:23.264 - those done within my 15 grand that I had. Then I took the rest 01:09:23.264 --> 01:09:27.926 - of the 15 gram which is about 10 grand and I went and I. 01:09:27.950 --> 01:09:31.470 - Optimize the crap out of 50 products they've got. Probably I 01:09:31.470 --> 01:09:35.310 - don't know how many products that got out of the 8600. They 01:09:35.310 --> 01:09:38.830 - probably got about 1500 products. I got 50. That's all I 01:09:38.830 --> 01:09:44.488 - got done. Right, so I was only able to cover about 7 1/2% of 01:09:44.488 --> 01:09:47.240 - their entire product catalog, but it's already completely 01:09:47.240 --> 01:09:50.680 - making a huge difference to their business because I'm being 01:09:50.680 --> 01:09:54.120 - very strategic about driving traffic to the website, which is 01:09:54.120 --> 01:09:58.592 - what else is all about, and I've done that and the results are 01:09:58.592 --> 01:10:02.376 - amazing, so they just approved two days ago, another 28 grand, 01:10:02.376 --> 01:10:06.504 - even though they only gave me 15 grand. I produced such good 01:10:06.504 --> 01:10:09.944 - results within that 15 grand they just approved another 28 01:10:09.944 --> 01:10:11.060 - Grand. Two days ago. 01:10:11.780 --> 01:10:14.852 - So now I can really put the hammer down and start cranking 01:10:14.852 --> 01:10:18.180 - out and getting a lot of stuff done, doing a lot more products. 01:10:18.180 --> 01:10:22.276 - I might even be able to go back and instead of just doing 6 or 7 01:10:22.276 --> 01:10:25.604 - things for those products, I might be able to go back and do 01:10:25.604 --> 01:10:28.420 - a few more to help them more competitively rank well, right? 01:10:28.420 --> 01:10:32.260 - So it is a journey. It is not a destination even if a client had 01:10:32.260 --> 01:10:35.588 - 50 Grand, I wouldn't ask him for 50 grand the first month, I 01:10:35.588 --> 01:10:39.684 - might ask him for five to 10 grand to do as much on page as I 01:10:39.684 --> 01:10:43.012 - can and get the basic Cordell. I gotta clean the house before I 01:10:43.012 --> 01:10:44.292 - start inviting people to the 01:10:44.292 --> 01:10:48.645 - party. Right so I gotta do a lot of the CR. Oh I gotta make sure 01:10:48.645 --> 01:10:51.921 - there's called actions on every page. Why would I spend all this 01:10:51.921 --> 01:10:55.743 - money on SCO if I don't even have a call to action on the 01:10:55.743 --> 01:10:59.838 - page is silly. So I have to do some CRO work. I have to clean 01:10:59.838 --> 01:11:03.933 - the pages and then I have to do my on page SEO work to tell 01:11:03.933 --> 01:11:06.936 - Google Now that I've got these nice rooms ready for occupants. 01:11:06.936 --> 01:11:10.212 - Then I can start doing the SCO work and start inviting people 01:11:10.212 --> 01:11:12.942 - to my hotel. My bed and breakfast. Why Airbnb, whatever 01:11:12.942 --> 01:11:16.721 - it is right? And then because other Airbnb zarkon constantly 01:11:16.721 --> 01:11:20.054 - popping up, I have to keep promoting my Airbnb and adding 01:11:20.054 --> 01:11:23.387 - new things and new activities and all all this stuff. This 01:11:23.387 --> 01:11:26.720 - whole entire list. These are all the new activities and things 01:11:26.720 --> 01:11:31.265 - that we can do to a page to make our air B&B competitive and show 01:11:31.265 --> 01:11:34.901 - up in the results. So there's lots of different things that we 01:11:34.901 --> 01:11:37.628 - can do to generate content. 'cause remember content doesn't 01:11:37.628 --> 01:11:41.870 - necessarily mean just a web page or an article. It could be a new 01:11:41.870 --> 01:11:46.112 - bio, it could be a new Glossary, it could be a new article, it 01:11:46.112 --> 01:11:48.233 - could be a news feed, it could 01:11:48.233 --> 01:11:50.988 - be a. Another multilingual portal, it could be subsites. 01:11:50.988 --> 01:11:53.634 - There's many many, many different things that we can 01:11:53.634 --> 01:11:57.456 - do. It's just how much do we have to do to be competitive. 01:11:57.456 --> 01:11:59.808 - Remember the zombie apocalypse and how much does 01:11:59.808 --> 01:12:03.336 - it cost to do all these things so that I know how 01:12:03.336 --> 01:12:06.276 - much budget I have and how much I can spend? 01:12:07.560 --> 01:12:12.000 - Right, yes Sir. Alright I think I'm done with my SCO diatribe 01:12:12.000 --> 01:12:16.070 - over the last few weeks. I believe that's probably the most 01:12:16.070 --> 01:12:19.770 - important things. If nothing else, I really just hope you 01:12:19.770 --> 01:12:23.470 - guys understand what SCO is. What CRO is. You can 01:12:23.470 --> 01:12:27.170 - intelligently talk about it to clients. Sam when she's talking 01:12:27.170 --> 01:12:31.240 - to PMS Patrick when you're working on client sites and you 01:12:31.240 --> 01:12:35.680 - get ready to launch a client site and you see that they 01:12:35.680 --> 01:12:37.900 - didn't do a redirect of their 01:12:37.900 --> 01:12:40.807 - URLs. Don't freaking launch the site if they don't understand 01:12:40.807 --> 01:12:44.356 - that you have to have everything 30 ones. The only time we don't 01:12:44.356 --> 01:12:48.178 - 301 is if this is a brand new site. We're not replacing an old 01:12:48.178 --> 01:12:51.727 - site. OK, there is nothing to 301 fine, but even with GFS, the 01:12:51.727 --> 01:12:55.003 - reason they're spending so much money now is because I went to 01:12:55.003 --> 01:12:58.552 - them and told them we cannot launch until you do 301 and they 01:12:58.552 --> 01:13:02.101 - physically came out and said we have no SEO value in the old 01:13:02.101 --> 01:13:05.377 - site. We're not spending any money for SEO, we need to get 01:13:05.377 --> 01:13:08.653 - the new site launched ASAP and were like fine and we did. 01:13:08.660 --> 01:13:11.768 - And guess what happened to their SCO that they didn't know they 01:13:11.768 --> 01:13:14.617 - cared about it freaking crashed and their business dried up for 01:13:14.617 --> 01:13:18.243 - a couple months and they got mad and they came back and said we 01:13:18.243 --> 01:13:21.351 - thought you launch this new site. It was going to do really 01:13:21.351 --> 01:13:24.459 - well and I'm like why would it do really well? We didn't 01:13:24.459 --> 01:13:28.085 - promote it and we took away all of the value of your old site. 01:13:28.085 --> 01:13:31.452 - Why would this site just do well out of the box? Has no 01:13:31.452 --> 01:13:34.301 - experience, no reputation score? No SCO value? Why would it do 01:13:34.301 --> 01:13:37.409 - well? Well, we thought you would have protected us from that. I'm 01:13:37.409 --> 01:13:40.776 - like I did I had three separate phone calls when I told you. 01:13:40.850 --> 01:13:44.448 - This was going to happen and you told me there was no SCO value 01:13:44.448 --> 01:13:47.789 - in your old website and I told you there was and you didn't 01:13:47.789 --> 01:13:50.616 - believe me. So now we launched the site without protecting the 01:13:50.616 --> 01:13:53.957 - ICO value and now you've lost that SEO value. So do you want 01:13:53.957 --> 01:13:58.069 - to get it back? We have to go add it to the new site and they 01:13:58.069 --> 01:14:01.667 - go. Yes and that's what got me the first 15 grand and then it 01:14:01.667 --> 01:14:03.466 - was kind of a test. A trial. 01:14:04.530 --> 01:14:07.758 - And so they kept telling me every week I was working with 01:14:07.758 --> 01:14:10.986 - Don. If you produce results, there will be more money. If you 01:14:10.986 --> 01:14:13.945 - don't produce results were not going to, he's not going to 01:14:13.945 --> 01:14:17.442 - believe in the SCO. OK, let's do everything we can then for the 01:14:17.442 --> 01:14:21.208 - sole purpose of driving results. So I didn't do a hell of a lot 01:14:21.208 --> 01:14:24.705 - of CRO on the pages because I only had 15 grand. So every 01:14:24.705 --> 01:14:28.202 - bloody penny I was gonna spend was going to be an SCO. 'cause 01:14:28.202 --> 01:14:31.699 - that's the result that I had to show him that I was driving 01:14:31.699 --> 01:14:33.582 - traffic to the site. Not that I 01:14:33.582 --> 01:14:37.432 - was increasing sales. It was I was increasing the number of 01:14:37.432 --> 01:14:41.059 - people coming to the site. That was what he hired me to do. 01:14:41.059 --> 01:14:44.965 - That's what I did not normally what I would do is CRO, in my 01:14:44.965 --> 01:14:48.592 - opinion is just as important as SCO, but that's not what he was 01:14:48.592 --> 01:14:50.266 - demanding. I show him to get 01:14:50.266 --> 01:14:54.178 - more money. Now that he just approved another 28 grand cane, 01:14:54.178 --> 01:14:57.986 - now I might even go back to the work that I've already done and 01:14:57.986 --> 01:15:01.250 - improve those pages a little more to try to get some better 01:15:01.250 --> 01:15:04.242 - conversion so I can start driving more money to fund even 01:15:04.242 --> 01:15:05.602 - more future money, right? This 01:15:05.602 --> 01:15:10.734 - all making sense. Yes, Sir, that makes sense. OK, I'm done. 01:15:11.810 --> 01:15:16.226 - Patrick, why do I get ****** *** when developers when I go 01:15:16.226 --> 01:15:20.642 - to developer sites and I see them launch and down here in 01:15:20.642 --> 01:15:21.378 - the bottom? 01:15:22.680 --> 01:15:26.829 - And asked me, would I be mad at Ben? 01:15:28.240 --> 01:15:30.710 - Because they went ahead and did put the Attribution in 01:15:30.710 --> 01:15:33.427 - here. Should I be mad at Ben for putting this Attribution 01:15:33.427 --> 01:15:34.168 - in the footer? 01:15:36.320 --> 01:15:43.046 - Um? No. Yes, I am. I'm ****** Why am I mad at him? 01:15:43.046 --> 01:15:47.934 - Sam what's link? Sam had to go she just put in the meeting. 01:15:47.934 --> 01:15:49.062 - Riley what's length? 01:15:49.670 --> 01:15:53.360 - What's You Said? What is linked? What is linked? 01:15:53.860 --> 01:15:56.620 - Uh, if you were talking bout footer Attribution. Our website 01:15:56.620 --> 01:16:00.208 - is what will be linked which if we have external links that just 01:16:00.208 --> 01:16:03.244 - boosts us from an SEO perspective, yes, but why am I 01:16:03.244 --> 01:16:06.556 - ****** at Ben? He actually put the link in most of the 01:16:06.556 --> 01:16:09.868 - developers take the damn link out and I get ****** at the 01:16:09.868 --> 01:16:12.904 - developers because it's our policy to put the link in. Why 01:16:12.904 --> 01:16:16.768 - am I mad at Ben for putting a link in when he actually did 01:16:16.768 --> 01:16:18.424 - what he was told to do? 01:16:19.060 --> 01:16:24.340 - Um, can you scroll? Little bit? I've got that darn. 01:16:24.840 --> 01:16:29.130 - Bar the bottom so I can't see what you're looking at. 01:16:30.410 --> 01:16:34.678 - Oh, 'cause it's built by clarity. So the anchor text link 01:16:34.678 --> 01:16:39.334 - is the actual text of the link and built by clarity does 01:16:39.334 --> 01:16:43.214 - absolutely nothing for us. Nobody in the Internet is going 01:16:43.214 --> 01:16:47.482 - to go out and search for something built by clarity, and 01:16:47.482 --> 01:16:51.362 - that's what he's promoting. The anchor text link the keyword 01:16:51.362 --> 01:16:55.242 - he's promoting is built by clarity. Nobody's going to go 01:16:55.242 --> 01:16:59.510 - out on the Internet and search for anything built by clarity 01:16:59.510 --> 01:17:00.674 - that does this. 01:17:00.700 --> 01:17:05.926 - Absolutely no good now. If this said web design by clarity or in 01:17:05.926 --> 01:17:09.946 - my case, every single time we put a clarity e-commerce 01:17:09.946 --> 01:17:13.564 - installation in place, it's powered by clarity E Commerce 01:17:13.564 --> 01:17:19.192 - and we link the whole thing and then we link it to not the 01:17:19.192 --> 01:17:22.810 - clarity home page. But the clarity homepage slash E 01:17:22.810 --> 01:17:26.428 - Commerce because we're trying to bloody promote our ecommerce 01:17:26.428 --> 01:17:30.850 - product. This is an E Commerce site on clarity e-commerce built 01:17:30.850 --> 01:17:34.910 - by clarity. Running on clarity Commerce. I want to promote our 01:17:34.910 --> 01:17:39.590 - clarity E Commerce platform so I don't care if it says running on 01:17:39.590 --> 01:17:42.470 - clarity. E-commerce powered by clarity Commerce built on 01:17:42.470 --> 01:17:47.150 - clarity, Commerce or you know I don't really give a **** it just 01:17:47.150 --> 01:17:51.470 - has to say clarity E Commerce and linked to the E Commerce 01:17:51.470 --> 01:17:55.070 - Page which it's not. That's why I'm ****** at it. 01:17:55.100 --> 01:17:57.640 - That makes that makes sense. 01:17:57.850 --> 01:18:00.996 - So remember along time ago when we talked about supporting pages 01:18:00.996 --> 01:18:04.714 - and I made the joke about Ross Perot walking in and go on 01:18:04.714 --> 01:18:08.146 - everybody vote for him and I said if Ross Perot walked into 01:18:08.146 --> 01:18:11.292 - the room and said that everybody had switched their vote 'cause 01:18:11.292 --> 01:18:12.722 - he's an external power vote. 01:18:13.560 --> 01:18:16.930 - Every external domain like GFS chemicals. Com linking back to 01:18:16.930 --> 01:18:21.985 - us is worth more than 10 or 15 boats on my own site linking to 01:18:21.985 --> 01:18:26.366 - a champion. So if Riley went out and wrote 15 pieces of content 01:18:26.366 --> 01:18:30.410 - and anchor text link them all perfectly to the champion and I 01:18:30.410 --> 01:18:34.454 - went out and wrote a blog post on somebody else's website and 01:18:34.454 --> 01:18:38.835 - linked that keyword in that blog post and it was a highly ranked 01:18:38.835 --> 01:18:43.216 - page, it would be worth the same as all 15 of Rileys pages. 01:18:43.780 --> 01:18:47.900 - So external links. That's why it's so bloody important to 01:18:47.900 --> 01:18:51.608 - have this footer attribute. I've gotta wiki page. There's 01:18:51.608 --> 01:18:56.140 - a policy not one developer follows it. So when I get 01:18:56.140 --> 01:18:59.436 - passionate and ****** about it, it's because the 01:18:59.436 --> 01:19:02.732 - developers are destroying our number one biggest capability 01:19:02.732 --> 01:19:06.440 - to drive business to our website there destroying it 01:19:06.440 --> 01:19:06.852 - literally. 01:19:09.640 --> 01:19:13.566 - So when you launch a site, the two things that I really care 01:19:13.566 --> 01:19:16.888 - about from an SCO perspective that you guys developers have to 01:19:16.888 --> 01:19:20.210 - check before you launch the site is the footer Attribution in 01:19:20.210 --> 01:19:23.560 - place. Properly. And. 01:19:24.430 --> 01:19:28.486 - If this is replacing an old site, have we properly set up 01:19:28.486 --> 01:19:32.880 - the 301 redirects so when we shut off that old site, we don't 01:19:32.880 --> 01:19:36.936 - lose all the SCO value and generate a whole bunch of 404 01:19:36.936 --> 01:19:40.316 - clicks on the Internet which destroys the user experience and 01:19:40.316 --> 01:19:43.696 - loses all of our SEO value, right? Yes, Sir, OK? \