Presenter: Ron Halversen
Subject: Building a Master Keyword List
Details: In Part I of the SEO Series for the marketing team training, Ron introduces the team to the building blocks of SEO. He shows the team how to build a master keyword list that allows the marketers to win in search engines like Google.
Duration: 01:02:13
00:00:05.050 --> 00:00:09.098 - Alright, so um, today's training session is on building a master
00:00:09.098 --> 00:00:12.410 - keyword list and we're gonna talk everything about keywords.
00:00:12.410 --> 00:00:16.826 - So the agenda we're going to start right at the first. The
00:00:16.826 --> 00:00:21.978 - format is going to be kind of a quiz format. I find that rather
00:00:21.978 --> 00:00:26.026 - than just putting my mic on mute and sitting and watching
00:00:26.026 --> 00:00:30.810 - somebody for an hour, I don't learn a lot. So I really want
00:00:30.810 --> 00:00:35.226 - this to be participatory. So I'm gonna ask a lot of questions.
00:00:35.250 --> 00:00:38.013 - Um, hopefully some of the questions are thought provoking.
00:00:38.013 --> 00:00:42.004 - Uhm, I know. A lot of what we're covering today. Riley and Chris
00:00:42.004 --> 00:00:45.381 - already know 'cause I've been working with them for years on
00:00:45.381 --> 00:00:48.758 - this stuff, so a significant amount of this is for Patrick,
00:00:48.758 --> 00:00:52.749 - an for Sam, but it also helps the person who is talking about
00:00:52.749 --> 00:00:55.819 - it. It helps solidify things, 'cause usually what will happen
00:00:55.819 --> 00:00:59.810 - is you guys will start asking me questions and I might have to
00:00:59.810 --> 00:01:03.801 - think about it or talk about it in ways that I haven't before.
00:01:03.801 --> 00:01:05.950 - So even as a trainer I always
00:01:05.950 --> 00:01:09.250 - feel. Like when I'm doing a training myself, um, I always
00:01:09.250 --> 00:01:12.742 - learn or maybe even get it in my mind, solidified a little
00:01:12.742 --> 00:01:16.234 - better than I had it before, 'cause I've had to talk about
00:01:16.234 --> 00:01:19.435 - it in a different way. So I embrace these training sessions
00:01:19.435 --> 00:01:22.636 - because I think their growth opportunities for all of us. So
00:01:22.636 --> 00:01:26.419 - I hope we can kind of share this around the group and give
00:01:26.419 --> 00:01:29.329 - everybody opportunities. So today I want to ask a question,
00:01:29.329 --> 00:01:33.112 - an O'Reilly and Chris know the answer to this. So this is for
00:01:33.112 --> 00:01:36.604 - Patrick in salmon, I want you teach. Think about it for 10
00:01:36.604 --> 00:01:39.223 - seconds and then I'll let you each answer separately.
00:01:40.580 --> 00:01:45.798 - First off. Where we're going to afterwards answer what keywords
00:01:45.798 --> 00:01:51.090 - are. But the first question is who are we writing keywords for?
00:01:52.060 --> 00:01:54.601 - Think for 10 seconds. I'm gonna ask each one of you.
00:01:55.260 --> 00:01:57.708 - Who are we writing keywords for?
00:02:03.030 --> 00:02:04.534 - Alright Patrick, take your
00:02:04.534 --> 00:02:08.390 - swing. Uh, Yes Sir. For search engines OK. And
00:02:08.390 --> 00:02:10.215 - Sam, who do you think?
00:02:13.150 --> 00:02:18.310 - Stars on you, um Archaea target audience, which from past
00:02:18.310 --> 00:02:22.954 - discussions with you are the decision makers in their
00:02:22.954 --> 00:02:28.760 - industries. OK, so both of those are correct. Uhm, I always say I
00:02:28.760 --> 00:02:32.560 - answer Google and Patrick said search engine so Google, Bing,
00:02:32.560 --> 00:02:37.120 - Yahoo they're all the same. The reason I say Google is Google
00:02:37.120 --> 00:02:41.300 - happens to be the most restrictive of all of the search
00:02:41.300 --> 00:02:45.480 - engine's number one #2. Google also provides more than 88% of
00:02:45.480 --> 00:02:50.040 - all the searches in the entire world. So usually the simple way
00:02:50.040 --> 00:02:55.740 - to do it is I do it for Google. If I follow and use tools.
00:02:55.800 --> 00:02:59.595 - They give me the answers per Google, then it's usually really
00:02:59.595 --> 00:03:03.045 - good for the others. Now occasionally and Sam, I'm glad
00:03:03.045 --> 00:03:07.875 - you brought it up the way you did. When I talk to Sam about
00:03:07.875 --> 00:03:11.670 - the target audience is that we write to being really targets
00:03:11.670 --> 00:03:14.775 - business owners more than it does technical audience. So
00:03:14.775 --> 00:03:18.570 - Google is really good for the technical audience. But if I
00:03:18.570 --> 00:03:22.710 - want to convert business owners, I may want to spend more money
00:03:22.710 --> 00:03:26.160 - on paper, click ads on Bing, then I do Google.
00:03:26.190 --> 00:03:30.701 - So even though Google is 88% and owns the lion share from a
00:03:30.701 --> 00:03:33.477 - business perspective, the percentage of the audience going
00:03:33.477 --> 00:03:36.253 - to being a significant percentage that are executives.
00:03:36.253 --> 00:03:40.070 - So if I'm really targeting executives, I may want to spend
00:03:40.070 --> 00:03:43.540 - a little money, but the right answer. We're writing keywords
00:03:43.540 --> 00:03:47.704 - for Google and most of the time we think, no, we're writing
00:03:47.704 --> 00:03:50.827 - keywords for us, or we're writing keywords directly for
00:03:50.827 --> 00:03:52.215 - the audience, but that's.
00:03:52.860 --> 00:03:56.688 - True, but not true. It's an indirect that were writing for
00:03:56.688 --> 00:04:00.516 - the audience. We have to write for Google because remember, the
00:04:00.516 --> 00:04:03.996 - person in the audience were writing for their typing their
00:04:03.996 --> 00:04:07.824 - words into Google. So if we optimize for Google so that
00:04:07.824 --> 00:04:11.652 - Google could not. Only if it's not a perfect keyword match,
00:04:11.652 --> 00:04:15.828 - Google will serve up and rank other pages that might rank for
00:04:15.828 --> 00:04:19.656 - something very similar to that. So we have to understand the
00:04:19.656 --> 00:04:22.788 - rules of how Google uses keywords, parses keywords and
00:04:22.788 --> 00:04:26.964 - serves up keywords. We have to know. Do they care about the
00:04:26.964 --> 00:04:31.354 - exact? Order do we care? Do they care if they have spaces or
00:04:31.354 --> 00:04:34.674 - special characters or hyphens or underscores in them? And the
00:04:34.674 --> 00:04:37.994 - answer is yes, all those are actually very important because
00:04:37.994 --> 00:04:39.654 - they affect the way Google.
00:04:40.370 --> 00:04:44.840 - Serves up those keyword results. Two people searching for phrases
00:04:44.840 --> 00:04:46.628 - so both are correct.
00:04:47.190 --> 00:04:50.347 - So now the question is, and I have this conversation with
00:04:50.347 --> 00:04:53.791 - clients all the time I had this with Lennox Advisors just a
00:04:53.791 --> 00:04:57.235 - couple weeks ago. There one of our clients and I said what's
00:04:57.235 --> 00:05:00.105 - your main keyword? What do you think your main marketing
00:05:00.105 --> 00:05:03.549 - message should be and they said oh were financial advisors and I
00:05:03.549 --> 00:05:07.854 - said I'm going to be a little bit of a jerk, but I'm going to
00:05:07.854 --> 00:05:09.002 - play Devil's advocate. No,
00:05:09.002 --> 00:05:14.090 - you're not. And they said, well, why are we not? and I said,
00:05:14.090 --> 00:05:16.890 - because Charles Schwab, Fidelity those people, their financial
00:05:16.890 --> 00:05:20.390 - advisors. They spend well over 100 million dollars each to
00:05:20.390 --> 00:05:24.590 - freaking own that space. Unless you guys want to come in and
00:05:24.590 --> 00:05:29.140 - spend 200 million dollars a year and beat them at their own game,
00:05:29.140 --> 00:05:32.290 - you're not financial advisors. You can't be, because every
00:05:32.290 --> 00:05:35.090 - Google result going out, searching for Financial Advisors
00:05:35.090 --> 00:05:39.990 - is going to show up to either the one willing to pay the most
00:05:39.990 --> 00:05:41.390 - for paper click ads.
00:05:41.470 --> 00:05:44.720 - Or organically for the people that are spending hundreds of
00:05:44.720 --> 00:05:48.295 - millions of dollars a year. And that's not you. And they're
00:05:48.295 --> 00:05:51.870 - like, oh, you're right. I said. However, that doesn't mean you
00:05:51.870 --> 00:05:55.445 - can't win against them, or you can't play in their space.
00:05:55.950 --> 00:06:00.882 - So how Patrick? Let's just take that one for an example. I'll
00:06:00.882 --> 00:06:05.814 - ask you directly first, how if I was Lenox Advisors, where would
00:06:05.814 --> 00:06:09.513 - I start? Or what would I consider to do?
00:06:10.150 --> 00:06:13.920 - To win to even participate even show up in the game. If Charles
00:06:13.920 --> 00:06:16.820 - Schwab and Fidelity and 1st Finance. I mean all these
00:06:16.820 --> 00:06:19.720 - financial advise meant companies that are out there Meryl Lynch
00:06:19.720 --> 00:06:23.200 - mean there are too many big people that spend way too much
00:06:23.200 --> 00:06:27.260 - money. How can I even get in the game? And how can I play?
00:06:28.680 --> 00:06:32.354 - Well, you Sir? Um, that's a. That's a very good question,
00:06:32.354 --> 00:06:37.368 - I'm. Thinking more of like a uh, know who your upper kids know
00:06:37.368 --> 00:06:41.436 - your enemy first, so it will be researched the enemies or not.
00:06:41.436 --> 00:06:44.487 - Sorry, I'm actually say enemy researcher competition. See what
00:06:44.487 --> 00:06:48.555 - fields there we cat attacked. Those feels like we can get a
00:06:48.555 --> 00:06:52.284 - better handle them. OK, OK, I don't disagree with that. That
00:06:52.284 --> 00:06:56.352 - is actually very close to the correct answer. Sam. If you had
00:06:56.352 --> 00:06:58.047 - any extra thoughts on that.
00:06:59.350 --> 00:07:04.258 - Uhm, I think just making this is really broad at general. Saying
00:07:04.258 --> 00:07:08.757 - images being a better website that, UM, has all the keywords
00:07:08.757 --> 00:07:14.074 - that you need to kind of rank higher. OK, so How do I
00:07:14.074 --> 00:07:18.573 - determine which keywords I need to rank higher if Charles Schwab
00:07:18.573 --> 00:07:23.072 - owns all those keywords Meryl Lynch Ownsome and I can't win,
00:07:23.072 --> 00:07:27.980 - there's no way that I'm gonna rank for any of those keywords.
00:07:27.980 --> 00:07:30.025 - How do I find out?
00:07:30.040 --> 00:07:33.352 - What all those keywords on my website that I can rank high
00:07:33.352 --> 00:07:35.008 - for? How do I find those?
00:07:36.370 --> 00:07:40.491 - Uh, and the entire hour today is about that exact same thing. So
00:07:40.491 --> 00:07:43.978 - if you don't have an answer, it's OK. 'cause That's what
00:07:43.978 --> 00:07:47.782 - we're going to cover today. I'm just asking to get you guys
00:07:47.782 --> 00:07:51.269 - thinking about this is really all I'm asking for. Yeah, I
00:07:51.269 --> 00:07:55.073 - mean, my thought goes to, um, I'm sure like that Neil Patel
00:07:55.073 --> 00:07:58.877 - website. I got like the actual brand name of the website, but
00:07:58.877 --> 00:08:00.462 - that has kind of A.
00:08:01.450 --> 00:08:08.147 - Up Aquarium of keyword. So we look up the keyword and it
00:08:08.147 --> 00:08:13.391 - kind of shows a related search words to it. OK, and that's
00:08:13.391 --> 00:08:18.635 - exactly yeah great answer. So let's tie both what you two said
00:08:18.635 --> 00:08:23.429 - together and. Looking at the competition or looking at
00:08:23.429 --> 00:08:26.228 - myself. And then determining.
00:08:26.840 --> 00:08:30.150 - What other keywords related to that that they aren't winning
00:08:30.150 --> 00:08:33.460 - their like Patrick called at weaknesses and you said other
00:08:33.460 --> 00:08:36.770 - related keywords? That's exactly what we want to do. So
00:08:36.770 --> 00:08:40.411 - let's walk through a very specific example end to end of
00:08:40.411 --> 00:08:44.052 - this for our clients. So let me share my screen here.
00:08:46.120 --> 00:08:49.750 - All Right, This
00:08:49.750 --> 00:08:56.059 - is. GFS chemicals they have asked us to do their SCO for
00:08:56.059 --> 00:09:00.607 - them. This is a website that clarity built and this is our
00:09:00.607 --> 00:09:05.155 - clarity E Commerce framework. An we've turned it on for CL and
00:09:05.155 --> 00:09:09.703 - now here is a page and the product is acetate buffer for
00:09:09.703 --> 00:09:15.388 - chlorine and you can see up here in the tab the SEO Meta title is
00:09:15.388 --> 00:09:19.178 - acetate buffer for chlorine plus probably a couple other things
00:09:19.178 --> 00:09:22.968 - and we've probably got a meta tag that talks about.
00:09:22.980 --> 00:09:26.040 - Acetate buffer for chlorine, however.
00:09:27.230 --> 00:09:28.499 - This right here.
00:09:30.950 --> 00:09:32.310 - And this right here.
00:09:32.950 --> 00:09:35.407 - That is the lion, some that's a
00:09:35.407 --> 00:09:37.908 - link. That's a blank box.
00:09:38.460 --> 00:09:40.768 - And. That is a date.
00:09:41.480 --> 00:09:45.297 - An empty day, so that's literally all of the content on
00:09:45.297 --> 00:09:49.461 - their entire page, less than I don't know. Let's call it 60
00:09:49.461 --> 00:09:53.625 - words to be nice. 60 whole words. Do you think for a
00:09:53.625 --> 00:09:57.789 - million years that page is gonna show up in any Google search?
00:09:59.040 --> 00:10:02.832 - There's really only case that it's going to is if we're the
00:10:02.832 --> 00:10:06.308 - only one in the world pretty much selling acetate buffer for
00:10:06.308 --> 00:10:09.468 - chlorine and somebody happens to search for that. Otherwise there
00:10:09.468 --> 00:10:13.892 - is no way, in a million years that this page is going to show
00:10:13.892 --> 00:10:15.472 - up in any Google search.
00:10:16.890 --> 00:10:21.720 - Do we all agree on that? Yes, Sir. So what we're going to have
00:10:21.720 --> 00:10:26.205 - to do now is we have to figure out a couple different things.
00:10:26.205 --> 00:10:31.035 - What do we do to this page to allow it to potentially rank an
00:10:31.035 --> 00:10:34.485 - when for acetate buffer for chlorine? Alright, so let's go
00:10:34.485 --> 00:10:38.970 - take another page and I'll show you what I did. So this next
00:10:38.970 --> 00:10:42.765 - page, right here is called cupric nitrate. So I went into
00:10:42.765 --> 00:10:46.560 - the Google keyword planner. It's a tool that comes with AdWords
00:10:46.560 --> 00:10:47.595 - and it helps.
00:10:47.620 --> 00:10:51.775 - Let the person know if I want to show up for an ad for financial
00:10:51.775 --> 00:10:54.545 - advisor to compete against Charles Schwab, how much am I
00:10:54.545 --> 00:10:58.700 - going to have to pay to show up at the top and start winning so
00:10:58.700 --> 00:11:01.470 - it helps companies put their budget together for paper click?
00:11:01.470 --> 00:11:04.517 - That's what it was originally designed for, right? But we can
00:11:04.517 --> 00:11:07.841 - use it for something completely different so I can come in here
00:11:07.841 --> 00:11:10.888 - to create new words and I can come in and put.
00:11:12.030 --> 00:11:18.439 - Kuprik Nitrate Make that my keyword and I can
00:11:18.439 --> 00:11:21.935 - go search Google and Google will tell me.
00:11:23.070 --> 00:11:28.260 - The results of all the different searches and related searches
00:11:28.260 --> 00:11:33.969 - that happen on Google every month. So it tells me that
00:11:33.969 --> 00:11:39.159 - Google people typing in Kubrick nitrate. There's an average of
00:11:39.159 --> 00:11:44.868 - 590 people every month looking for cupric nitrate, but that the
00:11:44.868 --> 00:11:51.096 - competition level is medium. So if I spend, let's say I spent
00:11:51.096 --> 00:11:55.767 - $1000, I spent 8 hours writing content modifying content.
00:11:55.780 --> 00:12:01.012 - Alt tags everything I need to do on page optimization of that
00:12:01.012 --> 00:12:02.320 - Kubrick nitrate page.
00:12:03.440 --> 00:12:05.780 - For the term cupric nitrate.
00:12:06.900 --> 00:12:10.120 - I'm gonna potentially. I mean, it's medium
00:12:10.120 --> 00:12:13.340 - competition, but I'm fighting in a fairly
00:12:13.340 --> 00:12:17.020 - competitive space for a percentage of 590 people.
00:12:18.080 --> 00:12:19.288 - Does that make sense?
00:12:20.460 --> 00:12:26.886 - Yes, Sir, OK now what Google has done. Google has told me that oh
00:12:26.886 --> 00:12:32.394 - by the way people that search for cupric nitrate in the same
00:12:32.394 --> 00:12:36.525 - search session all search for these other related keywords
00:12:36.525 --> 00:12:41.115 - down here. And here's the competition level. Well, look at
00:12:41.115 --> 00:12:47.082 - these first two key words that it gives me as an option copper
00:12:47.082 --> 00:12:51.672 - nitrate 5400 people a month low competition copper two nitrate.
00:12:51.710 --> 00:12:57.470 - 6600 people a month low competition. Holy cow now let
00:12:57.470 --> 00:13:03.806 - me pose the option here that copper nitrate has nothing to
00:13:03.806 --> 00:13:06.110 - do with Kubrick nitrate.
00:13:08.470 --> 00:13:10.575 - Does this information then help
00:13:10.575 --> 00:13:15.340 - me? Let's say ones like gold ones like silver. Let's say
00:13:15.340 --> 00:13:18.688 - Kubrick nitrate is gold, copper nitrate. Is copper completely
00:13:18.688 --> 00:13:21.292 - separate elements completely different? What does knowing
00:13:21.292 --> 00:13:24.268 - copper nitrate, having 5400 searches low competition a
00:13:24.268 --> 00:13:28.732 - month, help me at all for my Kubrick nitrate, if they're not
00:13:28.732 --> 00:13:32.452 - even the same element and they're not related, how does
00:13:32.452 --> 00:13:33.940 - that information help me?
00:13:35.340 --> 00:13:37.280 - Up
00:13:38.720 --> 00:13:42.990 - People misspell or they don't know what they're looking for,
00:13:42.990 --> 00:13:46.833 - and they look for the wrong word, so maybe.
00:13:47.800 --> 00:13:50.419 - Potentially remember and you're on the right track, right?
00:13:50.419 --> 00:13:53.329 - You're on the right track. Remember, Google told me these
00:13:53.329 --> 00:13:56.239 - are related, but why did Google tell me their related?
00:13:56.770 --> 00:13:59.770 - Because people that search cupric nitrate also search
00:13:59.770 --> 00:14:03.895 - copper nitrate. So even though Ron may not see the relationship
00:14:03.895 --> 00:14:07.645 - between these two, apparently people out in the Internet think
00:14:07.645 --> 00:14:11.770 - those are related somehow. So maybe I might put some content
00:14:11.770 --> 00:14:15.895 - on my page that says what is the difference between Kubrick
00:14:15.895 --> 00:14:20.770 - nitrate and copper nitrate? and I answer that an I write two or
00:14:20.770 --> 00:14:24.145 - three paragraphs about the differences between the two and
00:14:24.145 --> 00:14:28.270 - so now maybe they're going out and looking for copper nitrate.
00:14:28.500 --> 00:14:32.127 - 5400 people I have a potential to show up and then they can
00:14:32.127 --> 00:14:34.638 - come to my page and I'm explaining the difference
00:14:34.638 --> 00:14:37.149 - between copper nitrate and Kubrick nitrate and letting them
00:14:37.149 --> 00:14:40.776 - know that, oh, by the way, if you want to buy copper nitrate
00:14:40.776 --> 00:14:42.450 - two, we sell that well is
00:14:42.450 --> 00:14:44.466 - Kubrick Nitrate. That makes
00:14:44.466 --> 00:14:49.655 - sense. That makes sense now what I did as soon as I found this
00:14:49.655 --> 00:14:53.880 - out. This is one of the very first products that I did for
00:14:53.880 --> 00:14:58.430 - these guys. I went out and I did a Google search. What is the
00:14:58.430 --> 00:15:00.705 - difference between cupric nitrate and copper nitrate?
00:15:00.705 --> 00:15:03.955 - 'cause I didn't know the difference. One of the very
00:15:03.955 --> 00:15:07.530 - first responses came up and it said Kubrick nitrate, AKA copper
00:15:07.530 --> 00:15:11.755 - nitrate is blah blah blah blah blah blah and I said Holy Hell
00:15:11.755 --> 00:15:15.330 - there exactly the same thing. They are the same thing. Kubrick
00:15:15.330 --> 00:15:19.029 - nitrate copper nitrate. Copper two nitrate. All three of those
00:15:19.029 --> 00:15:23.553 - are exactly the same chemical. My client chose to refer to it
00:15:23.553 --> 00:15:27.700 - as Kubrick nitrate, which was the worst of the three, right?
00:15:28.950 --> 00:15:32.630 - Yes, Sir, because they're talking about it. If we talk
00:15:32.630 --> 00:15:37.046 - about it this way in there using an obscure word for apparently
00:15:37.046 --> 00:15:38.518 - something that's very very
00:15:38.518 --> 00:15:43.724 - popular. Right, if I think about it that way. So I went out and I
00:15:43.724 --> 00:15:48.270 - built a spreadsheet. Here's my spreadsheet and I said Kubrick
00:15:48.270 --> 00:15:53.110 - nitrate as a keyword has 590 potential searches a month, and
00:15:53.110 --> 00:15:54.870 - the competition is medium,
00:15:54.870 --> 00:15:59.554 - however. Copper nitrate's got 5400 Cup. Cupric nitrate
00:15:59.554 --> 00:16:04.774 - formula's got 90 copper nitrate formula's got 880 copper. Two
00:16:04.774 --> 00:16:10.516 - nitrate's got 660 copper, #2 nitrate has another 1900 so now
00:16:10.516 --> 00:16:17.824 - if I were to optimize content on that page for every one of those
00:16:17.824 --> 00:16:24.088 - six words rather than this one word, I have a potential of
00:16:24.088 --> 00:16:26.176 - 15,500 visitors a month.
00:16:26.210 --> 00:16:31.852 - And if I take off the 590 of which 15,000 of them are low
00:16:31.852 --> 00:16:35.882 - competition searches, so I just went from optimal from the
00:16:35.882 --> 00:16:39.509 - strategy of optimizing this page for optimizing for cupric
00:16:39.509 --> 00:16:43.136 - nitrate to compete in a competitive environment of 590
00:16:43.136 --> 00:16:46.763 - people to competing in an environment of 15,000 people
00:16:46.763 --> 00:16:51.599 - with low competition, where do you think I have a much better
00:16:51.599 --> 00:16:56.435 - chance of winning 1 two? Where would you rather play if the
00:16:56.435 --> 00:16:58.839 - competition was? So either way.
00:16:59.700 --> 00:17:04.002 - Obviously in the pool of 15,000 potential right, right?
00:17:04.530 --> 00:17:09.180 - So if we look at, I don't know if I have it open anymore. Let's
00:17:09.180 --> 00:17:11.660 - see if I can find it my Maus.
00:17:13.480 --> 00:17:16.684 - Let me see if I can find my Maus document real quick.
00:17:19.270 --> 00:17:22.630 - I meant to have it open, but my machine crash this morning and I
00:17:22.630 --> 00:17:24.070 - had to reboot so it cleared.
00:17:24.620 --> 00:17:26.438 - All of my.
00:17:29.370 --> 00:17:32.169 - All my documents I had open and minimized, so
00:17:32.169 --> 00:17:34.035 - now I gotta try to find.
00:17:37.090 --> 00:17:40.466 - I don't see it. There must be see.
00:17:41.640 --> 00:17:48.570 - This is document and putting together
00:17:48.570 --> 00:17:55.500 - as I'm doing some searching through.
00:17:56.090 --> 00:17:59.510 - Some SCO research I just want to show you this one thing.
00:18:12.450 --> 00:18:14.250 - All right, right here.
00:18:15.510 --> 00:18:18.970 - When we do keywords, you keep hearing me talk about
00:18:18.970 --> 00:18:20.700 - competition an in competition generically.
00:18:20.700 --> 00:18:24.160 - What am I talking about? What is competition and why
00:18:24.160 --> 00:18:27.274 - do I care about it? Competition does what for
00:18:27.274 --> 00:18:30.388 - my position and what the heck is a position?
00:18:34.470 --> 00:18:40.892 - Riley Are you talking about the search visibility, any
00:18:40.892 --> 00:18:46.656 - position? So what this is this is a mas metric that
00:18:46.656 --> 00:18:51.372 - approximates the visibility of your website based on the
00:18:51.372 --> 00:18:55.564 - specific keywords that you are tracking within Maus.
00:18:56.980 --> 00:19:01.050 - So what this is saying in Layman's terms and thanks for
00:19:01.050 --> 00:19:05.860 - that. That was exactly correct. This is when you do a search in
00:19:05.860 --> 00:19:08.820 - Google. Does everybody understand that when you search
00:19:08.820 --> 00:19:13.260 - for something, usually the first 4 results are ads and then the
00:19:13.260 --> 00:19:17.330 - next 10 results are the top organic results website and now
00:19:17.330 --> 00:19:22.140 - they're even showing more ads at the bottom and then you go to
00:19:22.140 --> 00:19:25.100 - page 2. Everybody understand that concept clearly OK.
00:19:25.160 --> 00:19:28.670 - The top three
00:19:28.670 --> 00:19:34.415 - organic positions. Of search are the most valuable positions,
00:19:34.415 --> 00:19:39.810 - so if you're in position one on average 37 out of every 100
00:19:39.810 --> 00:19:44.375 - people that come and do a search for HIPAA compliant developer.
00:19:44.375 --> 00:19:49.770 - If we can show up in position one of the organic results, 37%
00:19:49.770 --> 00:19:55.165 - of the people out of 100 on average are going to click on
00:19:55.165 --> 00:20:00.546 - our result. So which position do we want to be in? We really want
00:20:00.546 --> 00:20:05.466 - to be in one as much as possible 'cause he goes all the way from
00:20:05.466 --> 00:20:10.714 - 37 of 100 all the way down to 12 1/2 out of 100, just moving to
00:20:10.714 --> 00:20:14.650 - position 2 down to 10% for position 3 but ten 2257, almost
00:20:14.650 --> 00:20:18.586 - 60% of every 100 people that search click on those first 3
00:20:18.586 --> 00:20:22.854 - results. And there are still quite a few all the way down to
00:20:22.854 --> 00:20:26.286 - 9. You're still roughly about three people out of every 100,
00:20:26.286 --> 00:20:30.966 - so if you can at least search show up on the first page. If I
00:20:30.966 --> 00:20:34.398 - Add all these up there, you're 85% chance of getting clicked
00:20:34.398 --> 00:20:38.142 - on, right? You've got a chance. You're in the game and then
00:20:38.142 --> 00:20:41.574 - everything after that's like 1% maybe, and then if you're after
00:20:41.574 --> 00:20:45.006 - page 2, you probably don't get any. It's probably a point
00:20:45.006 --> 00:20:48.126 - percent. If anything, you're never going to get there, right?
00:20:48.126 --> 00:20:49.998 - So when we say it's competitive?
00:20:50.060 --> 00:20:54.440 - If something is very competitive and I'm going to show up in
00:20:54.440 --> 00:20:59.185 - position 30 or 40, then do I really want to compete in that
00:20:59.185 --> 00:21:02.835 - space? So let's say for example, Financial Advisors has 700,000
00:21:02.835 --> 00:21:05.025 - searches a month and it's highly
00:21:05.025 --> 00:21:09.262 - competitive. Does it really help that if I do a bunch of
00:21:09.262 --> 00:21:11.306 - optimization and I show up in position?
00:21:12.470 --> 00:21:13.540 - 90
00:21:14.600 --> 00:21:17.790 - Not really, it doesn't really help 'cause nobody's ever going
00:21:17.790 --> 00:21:21.937 - to get down to the 9th page and find me right. They're already
00:21:21.937 --> 00:21:26.084 - clicking and see they've already clicked on the top 20 and or an
00:21:26.084 --> 00:21:30.231 - some ads. There's about 13% of the people to click on ads, so
00:21:30.231 --> 00:21:34.378 - by the time they get past page to the likelihood of me even
00:21:34.378 --> 00:21:37.887 - getting a single click anywhere is almost almost zero, right? So
00:21:37.887 --> 00:21:40.758 - that's why competition is important to me because I'm
00:21:40.758 --> 00:21:44.905 - actually competing to show up right here. I want to be in the
00:21:44.905 --> 00:21:46.819 - first five or six positions if
00:21:46.819 --> 00:21:52.210 - at all possible. Because I still got a four out of 100% chance.
00:21:52.210 --> 00:21:54.826 - Well, what is 4% of 15,000?
00:21:56.740 --> 00:22:02.850 - OK, 15,010% is 15105 percent 750 so even if I only had an
00:22:02.850 --> 00:22:08.490 - average of a 5% clickthrough rate, if I could show up in
00:22:08.490 --> 00:22:13.190 - position four or five for these keywords, I've got 750
00:22:13.190 --> 00:22:18.360 - new people a month coming to my website for one keyword.
00:22:19.700 --> 00:22:22.910 - These guys don't even have 750 people a month coming
00:22:22.910 --> 00:22:26.120 - to the website right now for all of their keywords.
00:22:27.410 --> 00:22:32.103 - So do you think that's huge? Especially if I was in a high
00:22:32.103 --> 00:22:35.713 - competition where I'm gonna probably show up in a 1%
00:22:35.713 --> 00:22:40.767 - position, 1% of 590 is gonna be maybe 5 people. I might if I
00:22:40.767 --> 00:22:45.099 - competed heavily and I could at least get to position 20 or
00:22:45.099 --> 00:22:47.626 - better. I might get one person a
00:22:47.626 --> 00:22:52.982 - month. Maybe up to five people a month is 10 percent, 59 one
00:22:52.982 --> 00:22:57.616 - percent 5.9 I might get five or six people a month. If I really
00:22:57.616 --> 00:23:01.588 - worked hard to compete on that keyword, so I don't compete on
00:23:01.588 --> 00:23:05.560 - that keyword. I go find the keywords that I can compete. So
00:23:05.560 --> 00:23:09.532 - this is the way Patrick said it. I look for my competitors
00:23:09.532 --> 00:23:13.504 - weaknesses and the way Sam said it. I look for the keyword
00:23:13.504 --> 00:23:16.483 - alternates. These are the keyword variations that I can
00:23:16.483 --> 00:23:20.786 - win. And now if I could show up marginally, at least on the
00:23:20.786 --> 00:23:27.624 - first page. And get 4 or 5% that's 6 to 750 people a month
00:23:27.624 --> 00:23:32.744 - coming to my website for only one of my products.
00:23:34.400 --> 00:23:38.927 - Wow, said this completely changes their business and just
00:23:38.927 --> 00:23:40.939 - blow your mind, right?
00:23:40.940 --> 00:23:42.872 - So now what I've done for these
00:23:42.872 --> 00:23:49.862 - guys? Open is there what no Missy, we just look at the the
00:23:49.862 --> 00:23:55.754 - training doc and see if I can find out here. Open recent.
00:23:55.760 --> 00:24:01.800 - Yeah, and if you see one called what is lithium?
00:24:02.830 --> 00:24:04.360 - Something or other?
00:24:06.690 --> 00:24:09.597 - Good grief, yeah right there. What is lithium perchlorate?
00:24:11.000 --> 00:24:16.415 - So then what Ron does is wrong, goes in here. Let me see if I
00:24:16.415 --> 00:24:21.108 - can find that Kubrick nitrate. So let me go down to page 22.
00:24:21.108 --> 00:24:25.801 - And so now you can see the keywords. Let me slide this over
00:24:25.801 --> 00:24:30.133 - just a little bit so you can actually see the keywords. So
00:24:30.133 --> 00:24:33.021 - since Cooper nitrate, copper, copper nitrate, formula Cooper,
00:24:33.021 --> 00:24:38.075 - not reformat copper 2 copper two what is ran do ran, goes out and
00:24:38.075 --> 00:24:41.324 - start writing text. What is cupric nitrate Kubrick nitrate?
00:24:41.370 --> 00:24:45.110 - Known as copper two, here's the organic formula is an organic
00:24:45.110 --> 00:24:48.510 - compound blah blah blah blah blah. And then because this
00:24:48.510 --> 00:24:51.910 - people are looking for the formula, what is the chemical
00:24:51.910 --> 00:24:55.310 - formula for cupric nitrate that chemical formula for? Is this?
00:24:55.310 --> 00:24:59.730 - What are the uses of two brick and in parentheses? Now I add
00:24:59.730 --> 00:25:03.130 - another one of the variants, copper nitrate, used as a
00:25:03.130 --> 00:25:06.870 - medicine blah blah blah blah blah. Then what is the chemical
00:25:06.870 --> 00:25:09.930 - formula for copper nitrate chemical formula for copper two
00:25:09.930 --> 00:25:13.330 - nitrate? So now I've got the chemical formula for this.
00:25:13.370 --> 00:25:17.894 - And that 'cause they're the same thing, is this what is 2
00:25:17.894 --> 00:25:21.287 - nitrate? And then the other variant copper? Two nitrate
00:25:21.287 --> 00:25:25.057 - cupric nitrate known as copper? Two nitrate CL3, is an
00:25:25.057 --> 00:25:28.827 - organic? What are the synonyms? So now I've gone in
00:25:28.827 --> 00:25:32.220 - and added all the other potential keywords that people
00:25:32.220 --> 00:25:35.613 - might type in when looking for this specific product.
00:25:37.070 --> 00:25:41.581 - Then what do I do with that content? I go back to their
00:25:41.581 --> 00:25:46.092 - website, I go to the page and now where they had no content
00:25:46.092 --> 00:25:49.215 - under long description for nitrate known as copper, two
00:25:49.215 --> 00:25:53.032 - nitrate with the formula is an organic compound that does this
00:25:53.032 --> 00:25:56.849 - this. So I add some additional information there. I even added
00:25:56.849 --> 00:26:00.666 - in this if somebody goes what's the molecular weight of cupric
00:26:00.666 --> 00:26:04.483 - nitrate? Guess what I answered that question too 'cause I saw
00:26:04.483 --> 00:26:08.647 - some searches on that. Then I added an attribute called FA QS.
00:26:10.810 --> 00:26:14.385 - Now look at all this content. What is cupric nitrate? Cupric
00:26:14.385 --> 00:26:17.310 - nitrate known as copper two nitrate parenthese copper two
00:26:17.310 --> 00:26:20.560 - nitrate seeno three is an organic blah blah blah. What's
00:26:20.560 --> 00:26:23.810 - the chemical formula? What are the uses? What's the chemical
00:26:23.810 --> 00:26:26.410 - formula? What's copper two? What are the synonyms?
00:26:28.390 --> 00:26:35.642 - So now, not only do I have 4:00 or 500 words on my page,
00:26:35.642 --> 00:26:39.786 - which could potentially now rank, I have strategically
00:26:39.786 --> 00:26:47.038 - placed all of the words on my page from the words that I know
00:26:47.038 --> 00:26:49.628 - people are searching for, right?
00:26:50.350 --> 00:26:54.068 - Is service here? Now, do you understand this isn't what the
00:26:54.068 --> 00:26:57.786 - trainings about but I'm gonna show you the one last thing
00:26:57.786 --> 00:27:01.504 - that's related to making this page rank. What is the other
00:27:01.504 --> 00:27:05.560 - thing that I can do to promote keywords? I'll call this my
00:27:05.560 --> 00:27:08.602 - champion page. This is my champion page for cupric
00:27:08.602 --> 00:27:12.320 - nitrate. If I want to promote this page Riley, what strategy
00:27:12.320 --> 00:27:16.038 - for Chris? Either one of you, what strategy do I incorporate
00:27:16.038 --> 00:27:20.432 - to promote this champion so this page can get more clicks? Or How
00:27:20.432 --> 00:27:22.122 - do I indicate to Google?
00:27:22.180 --> 00:27:25.372 - But uh, if somebody searches for cupric nitrate, this is the page
00:27:25.372 --> 00:27:29.362 - I want you to serve up to them. How do I? What do I do?
00:27:29.950 --> 00:27:34.636 - So one of the strategies that we are currently implementing this
00:27:34.636 --> 00:27:39.322 - champion strategy is to create a suite of supporting pages that
00:27:39.322 --> 00:27:43.156 - are targeting the afformentioned keywords that we're hoping to
00:27:43.156 --> 00:27:46.990 - rank four and whenever were mentioning these keywords were
00:27:46.990 --> 00:27:52.102 - actually creating a link that links to this page. So you can
00:27:52.102 --> 00:27:57.214 - think of all of these supporting pages as having a certain number
00:27:57.214 --> 00:28:00.196 - of votes that they can put to
00:28:00.196 --> 00:28:04.972 - other pages. And we're just saying, hey, these 10 pages I
00:28:04.972 --> 00:28:09.680 - want all your votes directed this one page, which in turn
00:28:09.680 --> 00:28:13.104 - would increase the page authority according to Google.
00:28:13.104 --> 00:28:16.956 - Hopefully serving this page up before. Of course our
00:28:16.956 --> 00:28:20.380 - competition. But any of our other supporting pages.
00:28:21.120 --> 00:28:26.532 - So exactly correct. So what that means then is Google scans our
00:28:26.532 --> 00:28:30.591 - website and finds 72 pages talking about Kubrick nitrate.
00:28:30.591 --> 00:28:36.003 - But 69 of those pages point to this page, so obviously in
00:28:36.003 --> 00:28:41.415 - Googles eyes, not only does this website know a lot about Kubrick
00:28:41.415 --> 00:28:46.376 - nitrate, and they have a lot of content about Kubrick nitrate,
00:28:46.376 --> 00:28:51.788 - all 69 pages or voting that this one page is the one.
00:28:51.850 --> 00:28:55.986 - Expert page or the champion page for Kubrick nitrate? So that's
00:28:55.986 --> 00:29:00.122 - called link building, and that's called supporting page, so we do
00:29:00.122 --> 00:29:05.386 - anchor text links, so one of the things that I did then to help
00:29:05.386 --> 00:29:10.650 - promote this page if I go down to their footer, I come to this
00:29:10.650 --> 00:29:14.786 - new page called Chemical Index and Ron created a page here
00:29:14.786 --> 00:29:19.298 - where every time I create these pages and add this context, I
00:29:19.298 --> 00:29:22.306 - can come down to Kubrick nitrate. Here are.
00:29:22.330 --> 00:29:25.678 - All the different Kubrick nitrate sizes, 'cause they offer
00:29:25.678 --> 00:29:29.770 - different sizes. So here's all the different pages and you can
00:29:29.770 --> 00:29:33.490 - see I link Kubrick nitrate, dash, copper, two nitrate, and
00:29:33.490 --> 00:29:36.838 - the cast number because I already know they're either
00:29:36.838 --> 00:29:41.302 - searching for this as copper, two nitrate, a hell of a lot
00:29:41.302 --> 00:29:45.022 - more than Kubrick nitrate, and they also know sometimes they
00:29:45.022 --> 00:29:49.486 - searched by the cast number, so I've put in everyone of these
00:29:49.486 --> 00:29:52.834 - links. Kubrick, nitrate, copper, two nitrate, and the cast
00:29:52.834 --> 00:29:54.694 - number, and so now 1234567.
00:29:54.750 --> 00:29:58.770 - 7 pages on my website, all talk about copper night, copper, two
00:29:58.770 --> 00:30:02.120 - nitrate, and they're all linking back to the page appropriately.
00:30:02.120 --> 00:30:05.805 - So Google I'm indicating to Google that the other pages are
00:30:05.805 --> 00:30:09.155 - linking and that this is something that is important on
00:30:09.155 --> 00:30:12.505 - our site were linking this all kind of making sense.
00:30:13.380 --> 00:30:19.232 - Yes Sir, yeah, OK, so this is what I've been doing now for the
00:30:19.232 --> 00:30:24.248 - last three weeks for these guys. They've got 8600 chemicals so I
00:30:24.248 --> 00:30:28.846 - asked them what are the most important chemicals so they sent
00:30:28.846 --> 00:30:33.444 - me this spreadsheet. They gave me 318 chemicals, so I went
00:30:33.444 --> 00:30:37.206 - through the top 125 chemicals. I researched calcium perchlorate.
00:30:37.206 --> 00:30:40.968 - I found 880 people low competition search that keyword.
00:30:40.968 --> 00:30:43.476 - I'm like that's not bad, so.
00:30:43.540 --> 00:30:47.940 - I went, Google told me that here's another 310 searches for
00:30:47.940 --> 00:30:52.740 - these things. So when we go right content for this page to
00:30:52.740 --> 00:30:56.340 - try to compete for these 11190 searches a month.
00:30:57.760 --> 00:31:01.351 - Instead of writing only about calcium perchlorate, these give
00:31:01.351 --> 00:31:06.538 - me additional things that I can add into my text. So now instead
00:31:06.538 --> 00:31:10.927 - of my page only showing up when somebody searches for calcium
00:31:10.927 --> 00:31:12.523 - perchlorate, I might also.
00:31:12.550 --> 00:31:16.796 - Serve this page up if somebody's looking for the formula for
00:31:16.796 --> 00:31:19.884 - calcium perchlorate or the calcium perchlorate formula that
00:31:19.884 --> 00:31:21.042 - will make sense.
00:31:21.650 --> 00:31:26.486 - Yeah, then what I did after I did this research, I went back
00:31:26.486 --> 00:31:32.066 - and I added these up and I wrote the number here and then I went
00:31:32.066 --> 00:31:36.530 - back and put him in the order from highest number of potential
00:31:36.530 --> 00:31:41.366 - searches and I started all the way at the top and I highlighted
00:31:41.366 --> 00:31:45.458 - everyone that had more than 10,000 a month and check out
00:31:45.458 --> 00:31:48.806 - some of these. Here's thirty thousand 100,100 and 2000.
00:31:50.620 --> 00:31:55.280 - 120 two 1220 three 1162 thousand. Some of these keywords
00:31:55.280 --> 00:32:00.872 - just have a plethora of searches and even in the low competition.
00:32:00.872 --> 00:32:05.532 - But if I would have only optimized for potassium chloride
00:32:05.532 --> 00:32:11.590 - instead of 100,000, I added, I add in all this text for all
00:32:11.590 --> 00:32:17.648 - these and now I've got 162 thousand and it is truly a game
00:32:17.648 --> 00:32:21.376 - of numbers even if I only do 5%.
00:32:21.410 --> 00:32:26.019 - Well, 10% is 16,005 percent is 8000 that one keyword? If
00:32:26.019 --> 00:32:31.047 - I can rank it on the first page has a potential of
00:32:31.047 --> 00:32:34.818 - bringing 8000 new visitors a month to their website.
00:32:36.670 --> 00:32:40.800 - Wow, completely changing their business right? And so now I'm
00:32:40.800 --> 00:32:45.343 - just going down the list. So here's how many searches. Here's
00:32:45.343 --> 00:32:49.060 - how many pages were updated, searches, pages, searches pages.
00:32:49.060 --> 00:32:53.603 - So now I've only done 1818 products, but each of these
00:32:53.603 --> 00:32:57.320 - products have multiple Masters an multiple sizes, so there's
00:32:57.320 --> 00:33:02.276 - multiple pages on the website. So in my worksheet here that I
00:33:02.276 --> 00:33:07.232 - put together just in the three weeks I have updated by riding
00:33:07.232 --> 00:33:09.297 - that content for those 18
00:33:09.297 --> 00:33:11.640 - products. I have updated.
00:33:15.630 --> 00:33:20.670 - 414 pages with optimized content.
00:33:22.030 --> 00:33:25.294 - For a potential 1.2
00:33:25.294 --> 00:33:31.913 - million searches. Wow times 5% hundred and 20,000 half of that
00:33:31.913 --> 00:33:37.277 - is 3000 so I just wrote an optimized content with a high
00:33:37.277 --> 00:33:41.300 - likelihood of generating 60,000 new visitors a month, which
00:33:41.300 --> 00:33:47.111 - right now they have about 1400 visitors a month and I just went
00:33:47.111 --> 00:33:52.028 - and potentially just from three weeks worth of work, added an
00:33:52.028 --> 00:33:55.604 - additional 60,000 visitors a month to their website.
00:33:58.430 --> 00:34:02.666 - So as you can see I don't have to be that successful
00:34:02.666 --> 00:34:05.490 - in order to literally blow their business up.
00:34:07.160 --> 00:34:13.148 - Yeah, what crazy? 99.9% of the people out there? What do they
00:34:13.148 --> 00:34:18.387 - do? They think their financial advisors, so all of their
00:34:18.387 --> 00:34:21.931 - content, all of their marketing collateral, all of
00:34:21.931 --> 00:34:26.361 - their YouTube videos, all of their tweets talk about their
00:34:26.361 --> 00:34:27.690 - financial advisor offerings.
00:34:28.760 --> 00:34:32.063 - And so if there really successful, they're going to
00:34:32.063 --> 00:34:33.898 - show up on page 8.
00:34:34.890 --> 00:34:36.550 - And get how many visits.
00:34:37.470 --> 00:34:44.178 - One or zero or a half, right? And yet they spent the same
00:34:44.178 --> 00:34:45.726 - amount of time.
00:34:46.830 --> 00:34:48.120 - That I spent.
00:34:48.820 --> 00:34:55.060 - But for me, every single thing I did came after the research.
00:34:56.530 --> 00:35:00.010 - Right, you guys have all heard that stupid cliche. If you don't
00:35:00.010 --> 00:35:02.910 - know where you're going, all roads will get you there.
00:35:03.420 --> 00:35:07.250 - Right, right, did you basically get nowhere 'cause you don't
00:35:07.250 --> 00:35:11.846 - care where you go, right? But yeah, if you want to target
00:35:11.846 --> 00:35:16.059 - specific people and bring people to my website to buy Kuprik
00:35:16.059 --> 00:35:20.969 - nitric acid. Then I have to map out those roads and pave those
00:35:20.969 --> 00:35:25.435 - roads so people can actually get to the site, and then I serve up
00:35:25.435 --> 00:35:29.263 - the experience to convert them, which is the CRL. And that's a
00:35:29.263 --> 00:35:31.815 - future training. But now we're completely separate, right?
00:35:31.815 --> 00:35:35.643 - First off, you have to tell people about the party and then
00:35:35.643 --> 00:35:39.152 - if 10,000 people show up, you better planning to have enough
00:35:39.152 --> 00:35:42.980 - beer, enough music, and enough security, right? If I got a 6A6
00:35:42.980 --> 00:35:46.489 - pack in a single pizza and I successfully bring 10,000 people
00:35:46.489 --> 00:35:48.403 - in my house, I'm in trouble.
00:35:48.430 --> 00:35:52.470 - So great SCO terrible siaro. Conversely, if I paid $10,000
00:35:52.470 --> 00:35:58.530 - and I got 27 kegs on 150 pizzas and Sam went out and got three
00:35:58.530 --> 00:36:02.974 - whole people to show up. Same thing. Terab Alessio, Great CR.
00:36:02.974 --> 00:36:07.418 - Oh, it's still. It's a great party for three whole people,
00:36:07.418 --> 00:36:11.862 - but still a terrible waste of money, right? So that's the
00:36:11.862 --> 00:36:15.498 - difference between SCO and CRL. They're both absolutely core
00:36:15.498 --> 00:36:17.518 - components to holding up this
00:36:17.518 --> 00:36:21.646 - whole. Getting somebody bring it into the website, converting
00:36:21.646 --> 00:36:25.958 - them, and making a sale. That whole process, that whole sales
00:36:25.958 --> 00:36:29.878 - development lifecycle from marketing to a lead to get into
00:36:29.878 --> 00:36:32.230 - the site, to converting them to
00:36:32.230 --> 00:36:35.660 - transaction. They are equally important there, just important
00:36:35.660 --> 00:36:39.860 - at different areas of that path. One is really important to get
00:36:39.860 --> 00:36:44.410 - him to your house and then the other is very important to make
00:36:44.410 --> 00:36:48.610 - sure they have a good time right this really that simple but
00:36:48.610 --> 00:36:53.510 - 99.9% of the people don't know how to get them and get in front
00:36:53.510 --> 00:36:58.410 - of Google to get them to see you to see that invitation. Now what
00:36:58.410 --> 00:37:02.260 - do we call those invitations and what do those look like?
00:37:03.990 --> 00:37:07.370 - Wow.
00:37:08.580 --> 00:37:15.570 - When I go out and type in Google and I
00:37:15.570 --> 00:37:22.560 - see this, There's a bunch of these on the page,
00:37:22.560 --> 00:37:29.731 - right? These are referred to as Serps, Right? Eserp search
00:37:29.731 --> 00:37:36.980 - engine result page. That's what these are. So every time I
00:37:36.980 --> 00:37:44.229 - go to Google and I type in Microsoft Dynamics GP E
00:37:44.229 --> 00:37:50.160 - Commerce right remember the first ones? Add, add, add?
00:37:51.380 --> 00:37:54.900 - I see a bunch of stuff. Check this out. Search performance
00:37:54.900 --> 00:37:57.460 - for this query. Clarity ventures right? It actually
00:37:57.460 --> 00:38:01.300 - shows up. Some cool stuff is visible only be here is Kai
00:38:01.300 --> 00:38:02.900 - e-commerce here. Sonnet here's clarity.
00:38:04.780 --> 00:38:08.884 - Clarity, clarity, position three clarity's position 4 so if
00:38:08.884 --> 00:38:13.444 - somebody goes in looking for Microsoft Dynamics GP Commerce I
00:38:13.444 --> 00:38:19.828 - go back to my chart here and I look at position 3 there's nine.
00:38:19.828 --> 00:38:25.300 - There's 817 I have the potential of having 17 out of every
00:38:25.300 --> 00:38:29.860 - hundred people searching for this to come to clarity because
00:38:29.860 --> 00:38:34.876 - I've got two separate pages that rank really well for that
00:38:34.876 --> 00:38:36.210 - keyword. Spray
00:38:37.920 --> 00:38:41.628 - Right, that's so that the whole magic. That's why we want to
00:38:41.628 --> 00:38:45.027 - show up. And then you see they're starting to add ads
00:38:45.027 --> 00:38:49.044 - here down at the bottom again. So there's like 4 ads at the
00:38:49.044 --> 00:38:52.443 - top, ten organic results, a couple more ads, and then page
00:38:52.443 --> 00:38:56.460 - 2. That's kind of how this all works, right? So we have to
00:38:56.460 --> 00:39:01.095 - show up and we need to show up as much as we can, and these
00:39:01.095 --> 00:39:04.185 - first 5 positions because we already know that after about
00:39:04.185 --> 00:39:07.275 - five you can see it starts trailing off pretty quickly.
00:39:08.880 --> 00:39:13.951 - Yeah, that all makes sense right? So that's kind of the
00:39:13.951 --> 00:39:16.717 - purpose of what we're doing so
00:39:16.717 --> 00:39:21.451 - now. We start optimizing for these keywords. Now when I
00:39:21.451 --> 00:39:26.638 - write content. So now I've got my key words right so this is
00:39:26.638 --> 00:39:30.229 - kind of my keyword strategy. Whoops, not that spreadsheets.
00:39:35.000 --> 00:39:38.894 - This is my keyword strategy for writing content for the hydro
00:39:38.894 --> 00:39:43.142 - floric acid page, right? So now I know what I'm gonna write.
00:39:43.142 --> 00:39:47.390 - Typically when I write content, let's say I don't have alot or
00:39:47.390 --> 00:39:52.700 - I've got a lot of stuff I wanna write Riley, How do I pick my
00:39:52.700 --> 00:39:57.656 - keyword and how many variants do I need and how many times do I
00:39:57.656 --> 00:40:00.134 - use amount of page? How you pick
00:40:00.134 --> 00:40:03.136 - your keywords? We already talked about how you pick it. We
00:40:03.136 --> 00:40:05.676 - already know that our keywords going to be hydrochloric acid,
00:40:05.676 --> 00:40:09.232 - but what am I going to do now? When I write content? So you're
00:40:09.232 --> 00:40:10.502 - gonna go write an article.
00:40:11.530 --> 00:40:17.159 - So when I go to write an article and I'm creating these links,
00:40:17.159 --> 00:40:21.489 - trying to implement best strategies, I try to use three
00:40:21.489 --> 00:40:25.819 - of these keywords and their variance on each of these.
00:40:26.520 --> 00:40:31.800 - Supporting pages, um kind of finding that that magic number
00:40:31.800 --> 00:40:36.740 - is 3. Uhm, I don't know if there's anything else you want
00:40:36.740 --> 00:40:40.760 - to add to that senior. OK, great, so we're gonna go. Thank
00:40:40.760 --> 00:40:44.110 - you, that's exactly right. So I usually recommend for every
00:40:44.110 --> 00:40:48.130 - piece of content, every page that you want to rank for you
00:40:48.130 --> 00:40:52.150 - not only type and use that keyword in your article, but you
00:40:52.150 --> 00:40:56.505 - use at least three variants. Why do we do that? Well, because I
00:40:56.505 --> 00:41:00.525 - don't want to only show up if people type hydrofluoric acid in
00:41:00.525 --> 00:41:03.205 - there's 100,000 people. That's awesome, but there's another
00:41:03.205 --> 00:41:07.808 - 10,000 people. That type in HF acid. There's another 10,000
00:41:07.808 --> 00:41:12.618 - typing fluoric acid and another 100,000 that type Hydro floric
00:41:12.618 --> 00:41:17.909 - is hydrofluoride acid. OK, well this helps me greatly because if
00:41:17.909 --> 00:41:24.162 - I just type and I write an article now and I use this,
00:41:24.162 --> 00:41:29.453 - this, this and that one to 220,000 people, now that article
00:41:29.453 --> 00:41:34.744 - is going to potentially get in front of because I've written.
00:41:34.750 --> 00:41:38.460 - And I've optimized. Now what is optimizing mean? Well, that
00:41:38.460 --> 00:41:42.541 - means when I'm talking. So for example, if I'm talking about
00:41:42.541 --> 00:41:46.251 - data integration, the title of my page, the meta tags,
00:41:46.251 --> 00:41:49.961 - everything on my page, I've got the word data integration,
00:41:49.961 --> 00:41:54.413 - 'cause I'm optimizing for that I even have that my bloody URL
00:41:54.413 --> 00:41:56.268 - clarityventures.com/services slash DATA dash integration,
00:41:56.268 --> 00:42:00.720 - right? I've got it in there, so data integration is my main
00:42:00.720 --> 00:42:04.801 - keyword now. It used to be back in 2006, I could.
00:42:04.870 --> 00:42:08.860 - In all tags in key in the key words I could stuck in the
00:42:08.860 --> 00:42:11.995 - footers. I could hide keywords they didn't even have to be
00:42:11.995 --> 00:42:15.985 - visible on the page as long as Google saw in the code I'd put
00:42:15.985 --> 00:42:19.405 - the word data integration 150 times on the page and I could
00:42:19.405 --> 00:42:21.970 - make that page rank. Well, Google finally realized people
00:42:21.970 --> 00:42:25.390 - what we're doing, what they call keyword stuffing and that is not
00:42:25.390 --> 00:42:28.525 - natural speak. I don't go around giving a keynote on data
00:42:28.525 --> 00:42:30.235 - integration, go data integration, data integration,
00:42:30.235 --> 00:42:33.370 - data integration. I don't just sit there saying that word over
00:42:33.370 --> 00:42:35.080 - and over again. That is not.
00:42:35.170 --> 00:42:40.901 - Natural speak, so back in 2013 Google released a update to
00:42:40.901 --> 00:42:44.548 - their algorithm called Hummingbird and implemented this
00:42:44.548 --> 00:42:49.237 - entirely new engine that evaluates the text for natural
00:42:49.237 --> 00:42:54.968 - speak. So when I talk about data integration, I might say
00:42:54.968 --> 00:42:59.136 - something like today's topic is data integration. When
00:42:59.136 --> 00:43:03.304 - integrating your data, we usually have different data
00:43:03.304 --> 00:43:04.867 - storage strategies integration.
00:43:08.220 --> 00:43:11.548 - I think you cut out, you just froze.
00:43:12.790 --> 00:43:15.880 - Can you still
00:43:15.880 --> 00:43:18.339 - hear me? I hear ya.
00:43:18.980 --> 00:43:22.074 - OK, so it's just on his end.
00:43:28.280 --> 00:43:32.350 - Are you guys at the same location? Just like run across
00:43:32.350 --> 00:43:35.310 - real quick, correct? Hold on? I'll go home.
00:43:41.700 --> 00:43:48.819 - Alright my back you say your back OK thanks.
00:43:48.820 --> 00:43:54.267 - Hello so uh, so when I say that natural speak and I'm talking
00:43:54.267 --> 00:43:58.457 - about data integration, all of those other references in my
00:43:58.457 --> 00:44:02.228 - language are using the other variations of data integration
00:44:02.228 --> 00:44:07.256 - that I found that other people might be searching for. So when
00:44:07.256 --> 00:44:12.284 - I write my article, I'm gonna write my article in that same
00:44:12.284 --> 00:44:18.150 - natural speak, but I'm in a make sure that I use this word three
00:44:18.150 --> 00:44:20.664 - or four times on the page.
00:44:20.730 --> 00:44:24.513 - This word three or four times boom boom boom boom all the way
00:44:24.513 --> 00:44:28.878 - down if I use if I can. I mean use every single one of these
00:44:28.878 --> 00:44:30.915 - three or four times on the page.
00:44:31.550 --> 00:44:34.806 - So sometimes if there's a lot of keywords like this, that
00:44:34.806 --> 00:44:38.950 - might mean that I might need 2 or 3000 words on the page to
00:44:38.950 --> 00:44:42.206 - make it natural, so it's not just stuffing all those words
00:44:42.206 --> 00:44:46.350 - in there, so I might have a big long page with a lot of
00:44:46.350 --> 00:44:49.606 - text, but now that page when Google indexes it, that page
00:44:49.606 --> 00:44:52.566 - might rank really well for every one of these keywords,
00:44:52.566 --> 00:44:54.046 - not just the main keyword.
00:44:55.800 --> 00:44:59.925 - That'll make sense. You serve. It makes sense, yeah, so that's
00:44:59.925 --> 00:45:04.800 - why you go to our website here. I come back to clarity ventures.
00:45:04.800 --> 00:45:10.050 - If I go to services. If I go to online marketing and I start
00:45:10.050 --> 00:45:13.800 - talking about marketing, that's why one of the most important
00:45:13.800 --> 00:45:16.050 - things I've got down here in
00:45:16.050 --> 00:45:20.160 - SCO. Building a master keyword lists. I've got an article I
00:45:20.160 --> 00:45:23.856 - wrote about it and then it talks about. Once you build your
00:45:23.856 --> 00:45:26.628 - master keyword list and you start reading this. This
00:45:26.628 --> 00:45:29.400 - basically goes down through all of the different things,
00:45:29.400 --> 00:45:30.940 - including the keyword planner we
00:45:30.940 --> 00:45:35.052 - just reviewed. Then it talks about analyzing the results and
00:45:35.052 --> 00:45:39.300 - you can see the new keyword plus the first variation, the number
00:45:39.300 --> 00:45:42.840 - of certain member I just talked about all the different
00:45:42.840 --> 00:45:46.734 - variations and how many searches each one. So now here's my
00:45:46.734 --> 00:45:50.628 - keyword and the three variations that I'm gonna use for my
00:45:50.628 --> 00:45:54.168 - strategy to win for that keyword. Almost word for word.
00:45:54.168 --> 00:45:58.416 - what I just talked about right then. We talk about building out
00:45:58.416 --> 00:46:02.310 - your content. So now this is a light level instruction on
00:46:02.310 --> 00:46:03.726 - building out my content.
00:46:03.810 --> 00:46:07.347 - So selecting an SCO strategy generating SCO content strategy,
00:46:07.347 --> 00:46:12.063 - what is on page optimization? What is long term? So I started
00:46:12.063 --> 00:46:15.600 - writing all these different articles that talk about all
00:46:15.600 --> 00:46:19.137 - these different elements. So today we literally, in my
00:46:19.137 --> 00:46:23.067 - opinion, one of the very most important steps, right? We
00:46:23.067 --> 00:46:27.783 - don't. We're not even on the right path unless we get the
00:46:27.783 --> 00:46:31.713 - right keyword with the right competition and the right number
00:46:31.713 --> 00:46:35.250 - of searches, right? I had the CEO of GFS.
00:46:35.260 --> 00:46:38.872 - Wanted me to do some one of his key words. His favorite one he
00:46:38.872 --> 00:46:41.710 - goes. We're the only ones in the US that manufactured this
00:46:41.710 --> 00:46:44.806 - chemical. Unlike that's great. I went out and did a search in
00:46:44.806 --> 00:46:50.596 - keyword planner. Not one search every month for that chemical.
00:46:51.160 --> 00:46:54.943 - I'm like dude, I don't have to do a lot of optimization for
00:46:54.943 --> 00:46:58.726 - that because just the fact that we put the SCO meta tags just
00:46:58.726 --> 00:47:02.218 - the fact that the product name, the URL, the metatags say that
00:47:02.218 --> 00:47:05.419 - name in it. Nobody on the Internet looking for this. If
00:47:05.419 --> 00:47:08.329 - somebody actually looks for it, you're gonna show up in
00:47:08.329 --> 00:47:10.948 - position one 'cause nobody searches for it, period. So
00:47:10.948 --> 00:47:13.567 - you're good. Let's not worry about it. There's no
00:47:13.567 --> 00:47:13.858 - competition.
00:47:14.960 --> 00:47:18.320 - Right, and since nobody searches for it, you'll be lucky to get
00:47:18.320 --> 00:47:21.680 - one person a month, two people a month. They at least start
00:47:21.680 --> 00:47:25.320 - hurting when there's at least 10 people a month, so we know that
00:47:25.320 --> 00:47:28.400 - there's less than 10 people a month in the world searching
00:47:28.400 --> 00:47:31.760 - Google for this term in the world. So let's not spend a
00:47:31.760 --> 00:47:33.160 - bunch of time there, right?
00:47:33.680 --> 00:47:37.385 - Yeah, a lot, uh, one of the things that I joke around about
00:47:37.385 --> 00:47:40.520 - all the time about SCO is the zombie apocalypse. The concept
00:47:40.520 --> 00:47:43.940 - of the zombie apocalypse is you don't have to be the fastest,
00:47:43.940 --> 00:47:47.360 - you just have to be faster than the slowest guy, right? 'cause
00:47:47.360 --> 00:47:50.495 - then you run away, they catch Patrick and the zombies are
00:47:50.495 --> 00:47:54.200 - going to Patrick and the rest of us are running away, right? We
00:47:54.200 --> 00:47:57.620 - just have to be tested. And Patrick? Well that's how it is
00:47:57.620 --> 00:48:00.470 - with the competitors. There's probably 50 to 100 things that
00:48:00.470 --> 00:48:04.175 - Chris Riley and I can strategize and come up with to help a
00:48:04.175 --> 00:48:07.979 - client. Rank really well and it could be fixing page load speed.
00:48:07.979 --> 00:48:11.807 - It could be minification of CSS files. I got Patrick doing a
00:48:11.807 --> 00:48:15.954 - bunch of stuff on the front end, it has really nothing do with
00:48:15.954 --> 00:48:19.782 - SCO but it totally affect SEO, right? There's 100 things to do.
00:48:19.782 --> 00:48:23.610 - Well, nobody can ever afford to do all 100, huh? That's an
00:48:23.610 --> 00:48:26.800 - interesting concept. If nobody can afford to do all hundred,
00:48:26.800 --> 00:48:30.309 - that means probably nobody is doing all 100. OK, well if
00:48:30.309 --> 00:48:34.137 - that's the case then all I really need to do is what
00:48:34.137 --> 00:48:37.389 - Patrick originally said. Figure out what the heck my competitors
00:48:37.389 --> 00:48:39.678 - are doing and do more than them.
00:48:40.380 --> 00:48:43.981 - I don't have to do all hundred if one competitors doing 3 and
00:48:43.981 --> 00:48:47.028 - other competitors doing those same 3 plus one more and all
00:48:47.028 --> 00:48:49.798 - three of my competitors are doing these four things pretty
00:48:49.798 --> 00:48:52.845 - well, I'm going to go do 7 because right now they're
00:48:52.845 --> 00:48:55.615 - probably working on four and five, right? They've already got
00:48:55.615 --> 00:48:58.939 - three done really well, so the SCO work they're doing is on
00:48:58.939 --> 00:49:03.094 - four and five, so I'm going to do 7 right out of the gate. I'm
00:49:03.094 --> 00:49:06.418 - going to leapfrog them. I'm going to surpass am so by the
00:49:06.418 --> 00:49:09.465 - time those get done and my ranking start beating them and
00:49:09.465 --> 00:49:11.127 - they start trying to play catch
00:49:11.127 --> 00:49:14.954 - up. I'm already working on eight 910 eleven. all I have to do is
00:49:14.954 --> 00:49:18.438 - stay ahead of them and rank in the top five positions and I'm
00:49:18.438 --> 00:49:20.046 - gonna get my share of the
00:49:20.046 --> 00:49:24.409 - clicks. Is that all makes sense? Yes, Sir. Yeah, OK, I know
00:49:24.409 --> 00:49:28.296 - there's only a few minutes left. I'm going to stop now and just
00:49:28.296 --> 00:49:30.987 - kind of go around the room. Anybody, especially Chris
00:49:30.987 --> 00:49:33.977 - O'Reilly. If I forgot anything, or there's some Nuggets of
00:49:33.977 --> 00:49:35.771 - wisdom you want to impart, feel
00:49:35.771 --> 00:49:40.239 - free. I'll start with you 2 first and then we'll go to
00:49:40.239 --> 00:49:44.067 - Patrick and um Sam and see if they have any questions. But
00:49:44.067 --> 00:49:48.214 - let's go to Chris and Riley and see if they got anything else
00:49:48.214 --> 00:49:52.361 - about this that I didn't cover. Um, uh, one Chris is a. He's
00:49:52.361 --> 00:49:56.189 - dropped off the line, but I think you've done a really great
00:49:56.189 --> 00:50:00.017 - job giving a high level overview as well as some of the
00:50:00.017 --> 00:50:02.569 - intricacies of keyword optimization. It is a constant
00:50:02.569 --> 00:50:05.759 - moving target, things that are always changing and growing like
00:50:05.759 --> 00:50:08.630 - senior said our competitors already doing three things but.
00:50:08.700 --> 00:50:13.488 - We're working on 4 already and there are planning for five, so
00:50:13.488 --> 00:50:15.084 - it is a constant.
00:50:16.350 --> 00:50:21.510 - Uphill climb. There's always this work and the thing that's
00:50:21.510 --> 00:50:25.638 - really exciting and cool about this is from.
00:50:27.390 --> 00:50:31.197 - Any sort of marketing standpoint or business Sandpoint by
00:50:31.197 --> 00:50:35.004 - focusing in on something as simplistic as just these
00:50:35.004 --> 00:50:39.657 - keywords, you can actually gauge the market you can actually see.
00:50:39.657 --> 00:50:43.887 - Hey, what are people really wanting? Or do they actually
00:50:43.887 --> 00:50:49.809 - looking for um? And so I think Ron did a very good job at
00:50:49.809 --> 00:50:51.501 - hitting those specific points.
00:50:52.370 --> 00:50:57.388 - So I think you've you've really said it all. OK, let's go Sam,
00:50:57.388 --> 00:51:01.634 - you got any questions? Anything that didn't make sense or you
00:51:01.634 --> 00:51:03.950 - want me to recover or anything?
00:51:04.700 --> 00:51:09.790 - Everything makes complete sense. I really great job. Thank you,
00:51:09.790 --> 00:51:15.389 - um, and I like the The House party analogy that really.
00:51:16.130 --> 00:51:20.024 - They just have really different perspective on it. I enjoyed it.
00:51:20.024 --> 00:51:24.272 - Uhm my only question and this is just more of a curiosity.
00:51:24.860 --> 00:51:25.890 - Was.
00:51:26.930 --> 00:51:31.070 - I know you said how it evaluates. Uhm, the
00:51:31.070 --> 00:51:32.450 - language used, but.
00:51:33.640 --> 00:51:39.420 - Does the. The quality of the writing affect the keyword. Yeah
00:51:39.420 --> 00:51:43.820 - yeah, yeah it does. Yeah, Google over the years has become
00:51:43.820 --> 00:51:48.220 - smarter and smarter and so Google won't let you just copy
00:51:48.220 --> 00:51:52.620 - and paste 7000 keyword fragments that you stole off the Internet,
00:51:52.620 --> 00:51:58.620 - paste them on the page and rank like You used to be able to. It
00:51:58.620 --> 00:52:03.020 - actually looks at that and there's things they call it the
00:52:03.020 --> 00:52:06.620 - what. The hecks, the name. There's a readability score.
00:52:06.690 --> 00:52:10.110 - And it actually goes through and reads it, and it dictates how
00:52:10.110 --> 00:52:13.815 - difficult it is to read your text, and it can Ding you based
00:52:13.815 --> 00:52:17.520 - on your industry if you're like if I'm riding at a PhD level.
00:52:17.520 --> 00:52:20.940 - But yet I'm a kindergarten. You know, I'm a preschool, you know,
00:52:20.940 --> 00:52:24.360 - building before it, because I'm not writing to the level of my
00:52:24.360 --> 00:52:26.925 - audience, and they actually score and weight things like
00:52:26.925 --> 00:52:30.345 - that. It's crazy what they do. So that's why my very first
00:52:30.345 --> 00:52:33.480 - question is who are we writing for? Were writing for Google?
00:52:33.480 --> 00:52:37.470 - We're not writing for our target users. We are when we get to the
00:52:37.470 --> 00:52:40.084 - CRO part. Yeah, and we're physically writing. Were writing
00:52:40.084 --> 00:52:43.004 - content for Google because Google is the one that really
00:52:43.004 --> 00:52:46.216 - owns. They've got us by the short hairs because they're the
00:52:46.216 --> 00:52:49.720 - ones that service up or don't service up. Nobody finds us. If
00:52:49.720 --> 00:52:53.224 - Google doesn't show us right, we're not even in the game, so
00:52:53.224 --> 00:52:56.144 - we literally write for Google first and then for target
00:52:56.144 --> 00:52:56.728 - audience 2nd.
00:52:57.450 --> 00:53:04.066 - Cool. Yeah, my my main curiosity. OK thanks
00:53:04.066 --> 00:53:09.152 - Patrick. Yes, Sir, uh, just kind of follow up a little bit more
00:53:09.152 --> 00:53:13.064 - on the readability stuff. Do we have a tool that we use
00:53:13.064 --> 00:53:16.324 - internally for that? No, the only time I've ever seen
00:53:16.324 --> 00:53:19.584 - anything is when I work on WordPress websites. There's a
00:53:19.584 --> 00:53:23.170 - plugin called SEO. Yoast Ann Yost actually has it built in,
00:53:23.170 --> 00:53:26.756 - so when I'm writing content on peoples sites, I'll actually go
00:53:26.756 --> 00:53:30.668 - down, open it up and it will give me my readability score.
00:53:30.668 --> 00:53:34.906 - From that tool. I just don't do a lot of WordPress sites, that's
00:53:34.906 --> 00:53:37.188 - why I don't remember what it was
00:53:37.188 --> 00:53:40.580 - called. But we could actually look for that. That would be
00:53:40.580 --> 00:53:44.822 - something, but I feel like that is on the scale of 100 things we
00:53:44.822 --> 00:53:48.155 - can do. That's probably like #80. Most of our clients aren't
00:53:48.155 --> 00:53:51.488 - even executing the first three very well, so I don't ever
00:53:51.488 --> 00:53:55.124 - really get to that with them. Matter fact, I've never had a
00:53:55.124 --> 00:53:58.457 - client yet talk to me about their readability score or ask
00:53:58.457 --> 00:54:02.093 - about it. I've just used it because when I'm writing a SEO
00:54:02.093 --> 00:54:05.729 - content that is something I know that helps me rank better, so
00:54:05.729 --> 00:54:09.365 - I'll use it. But again, in my head I'm trying to do.
00:54:09.380 --> 00:54:13.016 - The first 13 things because I know that's more than enough to
00:54:13.016 --> 00:54:16.349 - beat any of their competitors, 'cause there are doing more than
00:54:16.349 --> 00:54:19.985 - five or six, right, Sir? So yeah, great question. But no, I
00:54:19.985 --> 00:54:23.924 - don't and I don't know that I've never had a client that's even
00:54:23.924 --> 00:54:27.560 - understood that or even asked me about that. But I think that
00:54:27.560 --> 00:54:31.196 - probably falls down the priority list far enough to where I don't
00:54:31.196 --> 00:54:35.135 - know that we need it. I mean, I'm doing stuff. One of the
00:54:35.135 --> 00:54:37.862 - things you haven't seen yet. Patrick, that's pretty cool.
00:54:37.862 --> 00:54:40.892 - Like on this page right here. This graphic right here.
00:54:40.940 --> 00:54:45.434 - And this traffic right here. If I log in right now and I show
00:54:45.434 --> 00:54:47.360 - you, those don't have any alt
00:54:47.360 --> 00:54:53.338 - tags. And as in SCO, you should go wait a minute. Those have to
00:54:53.338 --> 00:54:57.970 - have all tags, and I'm like, no, they don't. They got something
00:54:57.970 --> 00:55:02.216 - better than all tags now, and I've never seen another website
00:55:02.216 --> 00:55:06.848 - out there that has what they've got. Riley, what are they got?
00:55:06.848 --> 00:55:11.866 - Why did I do it? They've got Aria labels and what these are.
00:55:11.866 --> 00:55:16.498 - They are optimized all tags per se for screen readers. Any sort
00:55:16.498 --> 00:55:18.042 - of ease of function.
00:55:18.620 --> 00:55:24.392 - To help people read, so I mean, if you're blind in its read
00:55:24.392 --> 00:55:27.944 - through the screen, it's highly optimized for those.
00:55:28.790 --> 00:55:31.898 - So basically, let's see if we can get into edit this page
00:55:31.898 --> 00:55:35.265 - real quick and I'll show you what it does. So if you think
00:55:35.265 --> 00:55:37.337 - about remember who am I writing content for?
00:55:38.500 --> 00:55:43.190 - Google OK. What is one of the things Google did six
00:55:43.190 --> 00:55:43.770 - months ago?
00:55:45.410 --> 00:55:49.478 - As to one of the reasons why we so drastically in his
00:55:49.478 --> 00:55:52.190 - frantically as possible, switched and launched our new
00:55:52.190 --> 00:55:55.241 - website Riley, Why did we launch our new website?
00:55:55.920 --> 00:56:01.680 - Google reverse the changes in their medic update in Florida
00:56:01.680 --> 00:56:08.592 - two and we so frantically change our website and one of the
00:56:08.592 --> 00:56:13.200 - biggest things and why this graphic is very.
00:56:13.210 --> 00:56:17.780 - Important is mobile responsive. We now have a mobile responsive
00:56:17.780 --> 00:56:23.264 - site as well as one where we are implementing the best practices
00:56:23.264 --> 00:56:28.492 - for. Both the functionality readability of it in a mobile
00:56:28.492 --> 00:56:33.748 - sense but also access to other folks. So Google Now does mobile
00:56:33.748 --> 00:56:39.442 - first, right? So they made that change back then and so now I
00:56:39.442 --> 00:56:44.698 - went out and showed a client yesterday. They did a page load
00:56:44.698 --> 00:56:50.392 - speed score and it actually came up in the first one it showed
00:56:50.392 --> 00:56:54.772 - was mobile first so they rank mobile higher. OK well.
00:56:54.780 --> 00:56:57.860 - Remember, if I'm writing for Google and right now I've
00:56:57.860 --> 00:57:01.864 - rewritten and worked on over 520 pages out of our 4000 or 2500
00:57:01.864 --> 00:57:05.560 - pages on our website. I'm only 20% through the website, but if
00:57:05.560 --> 00:57:09.872 - I'm going to touch it, I know that it's probably going to be a
00:57:09.872 --> 00:57:14.184 - year or two before I get back to these pages to rewrite them. So
00:57:14.184 --> 00:57:18.188 - I'm trying to write for at least two years out in the future.
00:57:18.188 --> 00:57:21.576 - What do I think? Googles next algorithm maybe not six months,
00:57:21.576 --> 00:57:26.196 - maybe in a year? What do I think is going to be most important to
00:57:26.196 --> 00:57:30.986 - them next? Because you saw how long it took him to get to
00:57:30.986 --> 00:57:36.250 - mobile, right? I mean it took him, it was back in 2015. It was
00:57:36.250 --> 00:57:40.386 - actually August 2015 are report came out from Neil Everett. Is
00:57:40.386 --> 00:57:43.770 - that mobile purchases on E Commerce on the Internet
00:57:43.770 --> 00:57:48.658 - surpassed desktop that was back in 2015 K so it took them four
00:57:48.658 --> 00:57:52.794 - years before they finally went, huh? If mobile traffic in mobile
00:57:52.794 --> 00:57:56.178 - purchases and mobile, everything is surpassed desktop. Maybe we
00:57:56.178 --> 00:57:57.306 - should flip it.
00:57:57.360 --> 00:58:00.864 - And make mobile score higher than it took in four years. OK,
00:58:00.864 --> 00:58:04.076 - now they've done that. So what's the next big thing for
00:58:04.076 --> 00:58:07.872 - Google? Or do you think they've got left to go and I'm banking
00:58:07.872 --> 00:58:11.668 - money that I know, right? So what do you think it is by
00:58:11.668 --> 00:58:15.464 - looking at my code right here? I mean, zoom in a little bit.
00:58:19.020 --> 00:58:22.855 - Look at my code and you tell Maine if that helps you see
00:58:22.855 --> 00:58:25.510 - anything that you might think where they're going next.
00:58:26.220 --> 00:58:31.116 - It it's gotta be assess ability right? 'cause this mobile has to
00:58:31.116 --> 00:58:33.564 - be Accessibility afterwards sensibility assess abilities,
00:58:33.564 --> 00:58:38.052 - new place they can go and guess what? Assessability readers used
00:58:38.052 --> 00:58:40.500 - as the primary tag for all
00:58:40.500 --> 00:58:44.589 - graphics. Area labels exactly. They don't use all tags. They
00:58:44.589 --> 00:58:48.340 - don't use title tags, they use Aria label. That's the only
00:58:48.340 --> 00:58:53.455 - label that I can use not only on images, but I can use an Aria
00:58:53.455 --> 00:58:56.865 - label that says register now button Aria label that says
00:58:56.865 --> 00:59:01.298 - click here to go to the contact page so the blind readers can
00:59:01.298 --> 00:59:05.731 - actually tell him there's a CTA on the page. There's a button on
00:59:05.731 --> 00:59:10.164 - the page. What does that button link to link to? Request a quote
00:59:10.164 --> 00:59:13.574 - form? That's what the Aria labels supposed to do for.
00:59:13.620 --> 00:59:18.526 - Everything on the page images, CTS links, so everyone of my
00:59:18.526 --> 00:59:23.432 - anchor text links says Aria label equals link to contact us
00:59:23.432 --> 00:59:28.338 - page linked to. So literally every single CTA link an image
00:59:28.338 --> 00:59:34.136 - on our website for all 500 pages that I've touched. I've put in
00:59:34.136 --> 00:59:39.934 - Ari labels so guess what happens to our website as soon as Google
00:59:39.934 --> 00:59:45.706 - puts in. Assess ability scoring into their algorithm a year from
00:59:45.706 --> 00:59:50.618 - now. Top of the list top of the list for a whole bunch of stuff
00:59:50.618 --> 00:59:54.566 - 'cause I guarantee you. I mean this is taken me 3 months and it
00:59:54.566 --> 00:59:58.232 - takes a long time and I've only done 500 pages in three months
00:59:58.232 --> 01:00:01.898 - so nobody is going to have the time to do this, and nobody's
01:00:01.898 --> 01:00:05.564 - going to have the foresight to do this. But because I do this
01:00:05.564 --> 01:00:08.666 - every single day, and because I'm tracking it, my best friends
01:00:08.666 --> 01:00:12.614 - is one of the top CEOs in the nation. Jerry and Riley and I
01:00:12.614 --> 01:00:15.434 - talk to Jerry every week on constantly asking him and
01:00:15.434 --> 01:00:17.972 - strategizing with him where we think we go next.
01:00:18.040 --> 01:00:22.100 - This was a conversation he and I had one night and this is a
01:00:22.100 --> 01:00:25.000 - strategy we decided implement and so we're betting the farm
01:00:25.000 --> 01:00:26.160 - on it, right, yeah?
01:00:27.850 --> 01:00:31.850 - Now the one thing I did do when I did this is I told Jerry I
01:00:31.850 --> 01:00:34.850 - said, well, let's watch and see if we start losing rankings on
01:00:34.850 --> 01:00:38.600 - her page is 'cause I got rid of the alt tags because some of the
01:00:38.600 --> 01:00:41.100 - algorithms probably still way all tags pretty heavily. And now
01:00:41.100 --> 01:00:44.100 - that there's no all tags, they might start dinging us. So for
01:00:44.100 --> 01:00:47.350 - the first month or so that I started doing this, you can damn
01:00:47.350 --> 01:00:51.100 - well bet that I was watching it like I'll Hawk to see if any of
01:00:51.100 --> 01:00:53.850 - our pages went down and they're not Jerry, and I've been
01:00:53.850 --> 01:00:56.600 - strategically working on our top 10 pages and every single week
01:00:56.600 --> 01:00:57.850 - that changes we've been making.
01:00:57.960 --> 01:01:02.160 - Are making those pages go up and up and up and up, and some of
01:01:02.160 --> 01:01:05.240 - ours Riley what 4X5X the amount of traffic and conversions just
01:01:05.240 --> 01:01:08.600 - in the last. Without a doubt I mean huge changes that were
01:01:08.600 --> 01:01:10.560 - doing so. We're very scientifically in strategically
01:01:10.560 --> 01:01:13.640 - going through making changes on the website, so that's kind of
01:01:13.640 --> 01:01:16.720 - what some of these trainings are. Obviously we need to start
01:01:16.720 --> 01:01:20.920 - at the ground level and get you guys kind of up to speed on the
01:01:20.920 --> 01:01:24.280 - basics, so we're going to go through that. But I also want
01:01:24.280 --> 01:01:27.920 - you to hear why I think some of this stuff is important because.
01:01:28.050 --> 01:01:29.330 - Of the zombie apocalypse.
01:01:29.880 --> 01:01:33.288 - Everybody knows the first three or four things now how well they
01:01:33.288 --> 01:01:37.264 - do 'em. OK, they probably aren't as OCD or **** as we are, but
01:01:37.264 --> 01:01:41.240 - they could be. So we have to do more than the first three or
01:01:41.240 --> 01:01:44.932 - four things. We gotta be experts in the 1st 20 things and then
01:01:44.932 --> 01:01:46.636 - how many do my clients do?
01:01:47.320 --> 01:01:50.620 - It's a factor of two things. What are their competitors? Do
01:01:50.620 --> 01:01:54.220 - how much money do they have to spend? That's it. And that
01:01:54.220 --> 01:01:57.820 - determines how many things I have to do for them. That's why
01:01:57.820 --> 01:02:01.420 - you see me doing all this research and pain and doing all
01:02:01.420 --> 01:02:04.120 - this stuff for the chemical stuff, because they're not
01:02:04.120 --> 01:02:06.820 - winning. They're losing against their competitors, and the only
01:02:06.820 --> 01:02:09.220 - way they can win is to do more
01:02:09.220 --> 01:02:10.580 - than their competitors. Right?
01:02:11.320 --> 01:02:13.320 - So is there anyway?