---Presenter: Ron HalversenSubject: On-Page SEODetails: In Part VI of the SEO Series for the marketing team training, Ron covers on-page SEO and optimizing for CRO.Duration: 01:05:17---00:00:05.020 --> 00:00:08.548 - We covered what is SCO optimization and we just FALSE 00:00:08.548 --> 00:00:12.860 - basically said that it's not a real thing 'cause its search 00:00:12.860 --> 00:00:15.212 - engine optimization, not search engine optimization 00:00:15.212 --> 00:00:19.524 - optimization, but so many people misspeak that that we have to 00:00:19.524 --> 00:00:23.444 - consider that in our keyword references when we optimize for 00:00:23.444 --> 00:00:27.364 - SCO be'cause so many people mistype that and that's what 00:00:27.364 --> 00:00:30.892 - they're actually looking for. And that's they think that's 00:00:30.892 --> 00:00:35.204 - proper usage of that. So we were just talking about that. 00:00:35.230 --> 00:00:39.090 - So, uh, we briefly said who's at? 4 so Patrick, 00:00:39.090 --> 00:00:42.178 - who's SCO? 4 there's two people whose primary. 00:00:44.800 --> 00:00:49.168 - Search engines search engine's primary and who's secondary. 00:00:50.030 --> 00:00:53.390 - Uh, the people who's looking for those contents? That's it, 00:00:53.390 --> 00:00:57.422 - because the primaries to tell Google to serve it up and then 00:00:57.422 --> 00:01:01.118 - the people searching it serves up the Serps right? The result 00:01:01.118 --> 00:01:04.478 - ads. So the SCO page title and meta description are 00:01:04.478 --> 00:01:07.838 - specifically for the end user, because that's what entices them 00:01:07.838 --> 00:01:11.870 - to Click to go through, right? So if somebody goes out in 00:01:11.870 --> 00:01:15.566 - Google's deal on Toyota corolla's and it pops up and you 00:01:15.566 --> 00:01:20.270 - see four adds up at the top and then lots of results, it's now. 00:01:20.320 --> 00:01:23.992 - The page title and the meta description and the look and the 00:01:23.992 --> 00:01:27.358 - extensions that enticed the person to click on which one of 00:01:27.358 --> 00:01:30.724 - those obviously position is an important one of those we talked 00:01:30.724 --> 00:01:34.090 - about that last week and why visibility and rankings on the 00:01:34.090 --> 00:01:36.844 - pages generated more clicks, right? So the better the 00:01:36.844 --> 00:01:38.680 - ranking, the more clicks we get. 00:01:39.360 --> 00:01:42.176 - OK, so now that we've talked about SCO 00:01:42.176 --> 00:01:45.344 - Optimization, now that we did our keyword research to 00:01:45.344 --> 00:01:48.864 - four weeks ago for two weeks, then we did our 00:01:48.864 --> 00:01:52.384 - content strategy for the next 2 weeks. OK, so now. 00:01:53.630 --> 00:01:54.718 - Where do we start? 00:01:55.480 --> 00:02:01.066 - We have a key words we did the research. We now have our low 00:02:01.066 --> 00:02:05.056 - competition keyword phrases. We have our content strategy so now 00:02:05.056 --> 00:02:07.849 - got our keywords in hand. We got 00:02:07.849 --> 00:02:11.138 - our content. Is there a specific 00:02:11.138 --> 00:02:15.954 - method? To what we're going to do now, obviously we're going to 00:02:15.954 --> 00:02:19.194 - follow the content strategy which we dictated last week, so 00:02:19.194 --> 00:02:22.758 - I'm specifically talking about. I know what the strategy is. I 00:02:22.758 --> 00:02:26.322 - know the champion. I'm either doing a champion or now I'm 00:02:26.322 --> 00:02:29.562 - doing a supporting article, right? I'm actually now on the 00:02:29.562 --> 00:02:33.774 - physical page. I'm in this mess I'm in DNN. I'm clicking at a 00:02:33.774 --> 00:02:37.338 - page, so now we're physically talking, so not we're now deeper 00:02:37.338 --> 00:02:41.550 - than the strategy. So now that we have the keyword, we got the 00:02:41.550 --> 00:02:43.494 - content were in the strategy we 00:02:43.494 --> 00:02:46.020 - click. Add page is there a 00:02:46.020 --> 00:02:51.210 - specific method? To optimizing the content on that page for 00:02:51.210 --> 00:02:57.060 - SCO, we all know the answer is yes. But are there any tools 00:02:57.060 --> 00:02:58.860 - that can help me? 00:02:59.390 --> 00:03:03.542 - Are there any hidden tricks and what is the method that I 00:03:03.542 --> 00:03:07.348 - need to think about as I'm starting to build out the 00:03:07.348 --> 00:03:11.154 - content on the page? What are some of the important things 00:03:11.154 --> 00:03:13.230 - that I need to think about? 00:03:14.690 --> 00:03:16.340 - Sam, Patrick. 00:03:17.460 --> 00:03:18.630 - Um? 00:03:20.140 --> 00:03:26.188 - Click the UX, you are just how the flow for the user OK and 00:03:26.188 --> 00:03:31.372 - what are the rules. We talked about 2 rules last week that 00:03:31.372 --> 00:03:36.124 - talked about UI UX that helped guide this exact thing. We're 00:03:36.124 --> 00:03:39.580 - talking about what were those two called remember? 00:03:40.090 --> 00:03:46.330 - Oh, the crawl death and the 3333 roll, the 3:33 and the 50 00:03:46.330 --> 00:03:52.976 - millisecond rule. OK, right, so the 333 rule dictates. 00:03:53.910 --> 00:03:57.727 - That I spend a significant amount of time before I do 00:03:57.727 --> 00:03:59.809 - anything designing and building what Patrick. 00:04:03.420 --> 00:04:09.552 - The content no. What is the 333 rule? Say again? What's the 00:04:09.552 --> 00:04:16.195 - first three? You got 3 seconds to, uh, to have an impression on 00:04:16.195 --> 00:04:19.772 - the end user and then you have 00:04:19.772 --> 00:04:25.830 - 30. Uh, Yes 30 minutes to deliver content and in three 00:04:25.830 --> 00:04:29.098 - minutes to. Um, get him too. 00:04:30.110 --> 00:04:34.785 - Uh, do whatever the CTA well, what's it called action? You 00:04:34.785 --> 00:04:40.310 - want him to take? OK, that's close, not quite so in the first 00:04:40.310 --> 00:04:44.560 - 3 seconds there only gonna have time to view what? 00:04:47.410 --> 00:04:51.076 - If I come to this page right, I type into Google search and 00:04:51.076 --> 00:04:55.024 - I go boom and I land on this page 123 boom and I'm gone. 00:04:55.024 --> 00:04:58.972 - What did I see in that first 3 seconds to let me know I 00:04:58.972 --> 00:05:02.356 - was in the right place? What did I just read or view? 00:05:03.700 --> 00:05:09.145 - The title, I mean the header of the, which is the H1. OK, so I 00:05:09.145 --> 00:05:10.234 - read the H1. 00:05:11.170 --> 00:05:14.624 - And potentially an H2 or a subtitle tag or whatever, right? 00:05:14.624 --> 00:05:18.706 - That's really about all the time I have, so there is a hierarchy 00:05:18.706 --> 00:05:22.160 - of importance and priority. Now I don't have to do them 00:05:22.160 --> 00:05:26.242 - linearly, right? I can throw the content on the page, I can clean 00:05:26.242 --> 00:05:30.638 - it up, I can go back and add some graphics and blah blah blah 00:05:30.638 --> 00:05:35.348 - and then the very last thing I do. I can go back and make sure 00:05:35.348 --> 00:05:38.488 - the title really sings, but from priority perspective there are 00:05:38.488 --> 00:05:41.628 - definitely some things on the page. There are more important 00:05:41.628 --> 00:05:44.530 - than anything else. And what I'm proposing is 00:05:44.530 --> 00:05:46.042 - that if we understand. 00:05:47.100 --> 00:05:52.846 - The three 30 three rule and how Google uses elements on a page 00:05:52.846 --> 00:05:57.266 - to rank that page, and we understand that priority. It 00:05:57.266 --> 00:05:59.918 - let's us know where we spend 00:05:59.918 --> 00:06:05.914 - more time. Right, so do I spend 5 hours writing the content or 00:06:05.914 --> 00:06:10.882 - do I spend an hour writing the content and then two hours 00:06:10.882 --> 00:06:15.436 - optimizing the heck out of all the most important elements for 00:06:15.436 --> 00:06:17.920 - Google and the 3:30 three rule? 00:06:19.990 --> 00:06:23.160 - Which do you think is more important, A or B? 00:06:26.400 --> 00:06:32.588 - Acer Nope, it's B Riley. Why is be more important? Uh, what was 00:06:32.588 --> 00:06:38.776 - be again? So A is spending more time on the content. Little time 00:06:38.776 --> 00:06:44.012 - on Optimization B was go ahead write the content spending what 00:06:44.012 --> 00:06:50.200 - time you need but focusing more time on all of the SCO elements 00:06:50.200 --> 00:06:55.436 - in the 333 elements in the CR elements. Yeah, higher priority. 00:06:55.490 --> 00:07:01.104 - So no matter how I may have cut out there, sorry, no matter how 00:07:01.104 --> 00:07:06.317 - great or grand your content is. Uh, one if it's not being shown 00:07:06.317 --> 00:07:12.733 - in the Serp. No one's ever going to get to it. And if they do get 00:07:12.733 --> 00:07:18.347 - to it, if that is not optimized for the user, the CR, or with 00:07:18.347 --> 00:07:19.951 - that 330 three rule. 00:07:19.960 --> 00:07:24.040 - Just going to bounce, you're going to have a high bounce rate 00:07:24.040 --> 00:07:28.460 - and it won't mean anything that they were able to get to your 00:07:28.460 --> 00:07:32.540 - page exactly. So for an example, I invite 25 friends over and 00:07:32.540 --> 00:07:36.960 - they show up to park and there's no place to park. There's no 00:07:36.960 --> 00:07:40.700 - parking signs everywhere. The front yards of mess, and even if 00:07:40.700 --> 00:07:45.460 - I spent 20 hours getting 10 kegs and 50 pizzas, and I've got a 00:07:45.460 --> 00:07:49.540 - band playing Outback. If they never get out back to enjoy the 00:07:49.540 --> 00:07:55.416 - party. I blew the 333 rule. If I blow the 30 seconds there is no 00:07:55.416 --> 00:07:59.888 - 30 or three. Is this all making sense right? So when we start 00:07:59.888 --> 00:08:04.016 - doing our content by H1 what is on page optimization? OK? Well 00:08:04.016 --> 00:08:07.456 - if somebody is looking for E Commerce integrations and they 00:08:07.456 --> 00:08:11.240 - hit this page, then obviously they're going to balance and it 00:08:11.240 --> 00:08:15.024 - did exactly what it's supposed to do. But if they're looking 00:08:15.024 --> 00:08:16.744 - for information about on page 00:08:16.744 --> 00:08:20.222 - optimization. You know what is on page optimizations. You can't 00:08:20.222 --> 00:08:21.890 - invite guests over if your house 00:08:21.890 --> 00:08:25.980 - is a mess. Right? 'cause a lot of times people don't know what 00:08:25.980 --> 00:08:28.401 - on page optimization is. They know they're doing research. 00:08:28.401 --> 00:08:31.360 - They've heard the term there reading about it, but I can't 00:08:31.360 --> 00:08:34.050 - make a connection because they're not experts. So I tried 00:08:34.050 --> 00:08:37.547 - as a tagline you can't invite guests over if your house is a 00:08:37.547 --> 00:08:41.313 - mess. I tried to Hook with them. I tried to connect with them and 00:08:41.313 --> 00:08:44.272 - go guys. Here's something you definitely know a lot about. You 00:08:44.272 --> 00:08:47.500 - can't invite people over your house is a mess. We all know 00:08:47.500 --> 00:08:50.728 - that, right? So I tried stating what it's about, but then I 00:08:50.728 --> 00:08:53.956 - tried to say something that let him know I'm going to speak. 00:08:54.040 --> 00:08:57.110 - In a language that they're gonna understand, I'm gonna connect 00:08:57.110 --> 00:08:59.259 - with you and the whole reason I 00:08:59.259 --> 00:09:03.500 - did that. You know that second statement one could argue on one 00:09:03.500 --> 00:09:07.491 - side that has nothing to do with the CEO, and one could argue 00:09:07.491 --> 00:09:10.561 - that it's extremely applicable to SCL, right? I would argue 00:09:10.561 --> 00:09:13.324 - that it's extremely applicable. Many people wouldn't see that, 00:09:13.324 --> 00:09:16.394 - and that's fine. But more importantly, I don't care. This 00:09:16.394 --> 00:09:20.692 - is all about the 333 rules, so in three seconds I want them to 00:09:20.692 --> 00:09:24.069 - see I'm talking about on page optimization and I'm going to 00:09:24.069 --> 00:09:27.446 - speak in a way that you're going to understand it. That's 00:09:27.446 --> 00:09:31.130 - literally all I cared about. Those two things, so it was more 00:09:31.130 --> 00:09:34.678 - important to me. To say you can't invite guests over to a 00:09:34.678 --> 00:09:38.626 - house if it's a mess than it was to go, we're going to deep 00:09:38.626 --> 00:09:41.446 - diving, shred everything you need to know about on page 00:09:41.446 --> 00:09:44.980 - optimization. Right, because that might be true, and that 00:09:44.980 --> 00:09:48.400 - might be great for someone who already knows alot. Like if a 00:09:48.400 --> 00:09:51.535 - Riley came to this page and Riley is looking for deeper 00:09:51.535 --> 00:09:54.670 - information, great that's great for him. But what if Chris said 00:09:54.670 --> 00:09:58.945 - to Sam hey I want you to go out and learn a little bit more 00:09:58.945 --> 00:10:02.650 - about on page optimization? See if you can kind of figure out if 00:10:02.650 --> 00:10:06.070 - there's any ways for us to improve. OK, well she's at a 00:10:06.070 --> 00:10:08.065 - completely different technical understanding from context, so 00:10:08.065 --> 00:10:11.200 - for her she's looking for a great resource. But she also 00:10:11.200 --> 00:10:12.910 - wants to be able to understand 00:10:12.910 --> 00:10:17.650 - it. I mean, it's just plain and simple and I would venture that 00:10:17.650 --> 00:10:22.395 - 90% of the people are in that boat that are doing these Google 00:10:22.395 --> 00:10:27.140 - searches, right? So there is a method to my madness, why I even 00:10:27.140 --> 00:10:30.790 - put this subtitle instead of another subtitle that was even 00:10:30.790 --> 00:10:35.170 - more keyword related and really drilled down in right? So one of 00:10:35.170 --> 00:10:39.915 - the things that I like to say. So now we understand the three 00:10:39.915 --> 00:10:42.105 - rule right. The 3 second rule. 00:10:42.990 --> 00:10:48.206 - Now we go to the 30 seconds. So what part of a page is now the 00:10:48.206 --> 00:10:50.330 - 30 seconds? Patrick 00:10:51.460 --> 00:10:54.764 - That will be the rest of the 00:10:54.764 --> 00:10:58.430 - content. Right, the rest of the content. We only have 30 00:10:58.430 --> 00:11:02.203 - seconds. Remember, we have a 333 Rule. 3 seconds means this is 00:11:02.203 --> 00:11:05.752 - all they're going to read and I have to let them know within 00:11:05.752 --> 00:11:09.301 - that 3 seconds they are in the right place. 'cause if they type 00:11:09.301 --> 00:11:12.850 - in I want to learn more about on page optimization and they come 00:11:12.850 --> 00:11:16.126 - to this page in the title. Says biographer cheap. Well the title 00:11:16.126 --> 00:11:19.675 - did exactly what it is it let them know there in the wrong 00:11:19.675 --> 00:11:22.132 - place and they're going to bounce. Otherwise if they're 00:11:22.132 --> 00:11:25.408 - looking for on page optimization they come here and they see it 00:11:25.408 --> 00:11:28.684 - and they're like, Oh good. I'm exactly in the right place in 00:11:28.684 --> 00:11:32.588 - three seconds. They will now give me 30 seconds of my time to 00:11:32.588 --> 00:11:36.462 - hook them to see if they are interested in what I have to 00:11:36.462 --> 00:11:40.336 - say. So now in 30 seconds there gonna read what what are they 00:11:40.336 --> 00:11:43.912 - going to do in that 30 seconds? There's only two things they 00:11:43.912 --> 00:11:47.488 - normally do and it always falls into one of these two buckets. 00:11:47.488 --> 00:11:51.064 - Either one. They go like this and go what's here. Oh hey, 00:11:51.064 --> 00:11:54.342 - video when they click on a video, right? Or they read? 00:11:55.520 --> 00:11:56.630 - The first paragraph. 00:11:57.640 --> 00:12:01.726 - Which this is usually the H2, the main H2. 00:12:02.260 --> 00:12:03.980 - And the first paragraph. 00:12:05.480 --> 00:12:07.860 - So first thing I say. 00:12:08.470 --> 00:12:12.012 - The things a Webmaster control water all the elements of an 00:12:12.012 --> 00:12:15.554 - pages. SCO that right there is the best definition I could 00:12:15.554 --> 00:12:19.096 - potentially come up with, and that's why I used it because 00:12:19.096 --> 00:12:22.316 - when talking about on page SEO, people don't understand what 00:12:22.316 --> 00:12:25.858 - that is. They don't understand how many lovers there are. They 00:12:25.858 --> 00:12:29.400 - don't even really understand what it is. do I need custom 00:12:29.400 --> 00:12:33.586 - tools in my coding? do I have to get a developer to actually 00:12:33.586 --> 00:12:38.094 - write code? do I OK? Well on page SEO, are all of the things 00:12:38.094 --> 00:12:39.704 - that a Webmaster can control? 00:12:40.290 --> 00:12:44.404 - That's it, that's a great description of what on page SEO 00:12:44.404 --> 00:12:48.144 - is. So everything I'm doing here remembers. I'm building building 00:12:48.144 --> 00:12:52.632 - blocks and adding things on to establish value to try to get 00:12:52.632 --> 00:12:55.998 - them to the three minutes now. So now it's. 00:12:56.510 --> 00:12:59.832 - Will cover this in a summary first, then in detail, because 00:12:59.832 --> 00:13:03.456 - again there might be some really super smart people that know a 00:13:03.456 --> 00:13:07.382 - lot of SCO that deal with alot like Riley or Chris that come 00:13:07.382 --> 00:13:11.610 - and read this. and I don't want to start and go step one. Open 00:13:11.610 --> 00:13:15.536 - your cookbook right? I don't want to do that. I don't want to 00:13:15.536 --> 00:13:18.858 - talk like a baby to someone who's really advanced but on. 00:13:18.858 --> 00:13:22.482 - Conversely I don't want to go now. Take out your ring plunger 00:13:22.482 --> 00:13:26.106 - and Seton Lap your valves and somebody just like I have no 00:13:26.106 --> 00:13:27.616 - idea what the heck you're 00:13:27.616 --> 00:13:30.860 - talking about. Right, so I have to be very careful in this 00:13:30.860 --> 00:13:34.292 - audience because I know my audience in a scale from 1 to 10 00:13:34.292 --> 00:13:37.196 - technically are gonna be one through 10 and I've no idea 00:13:37.196 --> 00:13:39.572 - which way. So I'm saying different things like we're 00:13:39.572 --> 00:13:43.004 - going to cover this in a summary first, then in detail. So for 00:13:43.004 --> 00:13:45.908 - Riley increased, they're like Oh OK, good. They're not going to 00:13:45.908 --> 00:13:49.076 - be offended that I'm covering it or summary now before I start 00:13:49.076 --> 00:13:52.244 - drilling in, but I've already let them know in the first one. 00:13:52.244 --> 00:13:54.620 - Second of Reading this paragraph, we're going to dive 00:13:54.620 --> 00:13:55.676 - in and get technical. 00:13:56.660 --> 00:13:59.355 - Conversely, I've also let the new people know. Hey, I'm going 00:13:59.355 --> 00:14:02.540 - to summarize this for you, and kind of get you up to speed 00:14:02.540 --> 00:14:04.990 - before we get into any details that might confuse you. 00:14:06.110 --> 00:14:09.890 - Is all this stuff that's going through my head when I'm writing 00:14:09.890 --> 00:14:13.985 - this making sense to you guys? Yes Sir, OK yeah, the summary of 00:14:13.985 --> 00:14:18.080 - an on page SEO describes all of the SCO elements on a webpage 00:14:18.080 --> 00:14:19.655 - that a web master control. 00:14:20.350 --> 00:14:23.562 - I wrote that description. I've looked for years. I don't think 00:14:23.562 --> 00:14:27.358 - I found a better description for on page SEO anywhere and it took 00:14:27.358 --> 00:14:31.154 - me along time to get there right? And it was because I had 00:14:31.154 --> 00:14:34.658 - to explain SCO and try to sell CO2 people who didn't understand 00:14:34.658 --> 00:14:38.454 - SEO, so I had to start talking in layman's terms. And this is 00:14:38.454 --> 00:14:42.250 - about the only thing that I've ever gotten down to. When I boil 00:14:42.250 --> 00:14:46.338 - it out over all the years I've done this that when I say this, 00:14:46.338 --> 00:14:48.966 - they actually understand what the heck I'm talking about. 00:14:49.720 --> 00:14:54.192 - Right so then I go in and say, Hey, we're gonna talk about 00:14:54.192 --> 00:14:58.320 - summary and then in detail the summary is all of the SCO 00:14:58.320 --> 00:15:02.448 - elements on a page that a web master control that is usually 00:15:02.448 --> 00:15:06.920 - the items that they are editing either in the CMS or possibly in 00:15:06.920 --> 00:15:11.392 - the CSS or HTML templates. The on the off page SEO elements are 00:15:11.392 --> 00:15:14.488 - the other SCO elements. The search engine's take into 00:15:14.488 --> 00:15:18.616 - account to rank a pizza content that are not located on the 00:15:18.616 --> 00:15:20.336 - page. Things like external link. 00:15:20.390 --> 00:15:25.154 - Social factors etc. So within 30 seconds, if you boil this down, 00:15:25.154 --> 00:15:29.124 - look how much I've explained already. I've already told him. 00:15:29.670 --> 00:15:34.150 - What on page SEO is? I've also told him where they can find it. 00:15:34.150 --> 00:15:37.670 - I've given him the definition. I've also told him that this 00:15:37.670 --> 00:15:40.870 - doesn't include and I've explained what off page SEO is. 00:15:40.870 --> 00:15:42.790 - An give him a couple of 00:15:42.790 --> 00:15:46.240 - examples. All within 30 seconds. 00:15:47.210 --> 00:15:52.880 - So when I write an article I don't really care if I do those 00:15:52.880 --> 00:15:58.550 - two things, first or last. I just know when I go to post a 00:15:58.550 --> 00:16:03.410 - piece of content before I click publish an before I walk away 00:16:03.410 --> 00:16:07.865 - from this page, I have to optimize all of my really 00:16:07.865 --> 00:16:09.080 - important waited elements. 00:16:10.180 --> 00:16:14.217 - OK, and those are the big the big ones, so now. 00:16:14.990 --> 00:16:18.998 - Let me ask a question. Is it true that SCO's used to 00:16:18.998 --> 00:16:23.006 - be able to rank blank pages let me see if Chris is 00:16:23.006 --> 00:16:26.346 - still listening and Chris? Are you still on the call? 00:16:28.800 --> 00:16:29.860 - Yeah, I'm still here. 00:16:30.450 --> 00:16:34.944 - So I'll ask you this question, Is it true that SCO's used to be 00:16:34.944 --> 00:16:39.438 - able to rank a blank page? If so, how well? Yeah, just put in 00:16:39.438 --> 00:16:43.290 - Meta title on there and get it to rank. Man, there's some 00:16:43.290 --> 00:16:46.179 - really interesting thing. There's This guy named. His blog 00:16:46.179 --> 00:16:50.352 - is hobo SCO is this guy out of Britain? Did some crazy cool 00:16:50.352 --> 00:16:54.204 - studies with stuff like that an found a bunch of flaws in 00:16:54.204 --> 00:16:58.377 - Google? But it's a lot harder now to do things like that. It's 00:16:58.377 --> 00:17:02.550 - pretty rare. Yeah, back in 2000, six 2007 one of my best friends 00:17:02.550 --> 00:17:03.834 - bread meat, cattle company 00:17:03.834 --> 00:17:07.212 - called. Mind, SCO mind is I can't remember what it is now 00:17:07.212 --> 00:17:10.204 - anyway. He was the CEO and founder, Necio Company and his 00:17:10.204 --> 00:17:12.924 - calling card. He had two or three different blank web 00:17:12.924 --> 00:17:16.188 - pages that were ranked number one, two and three and so he 00:17:16.188 --> 00:17:18.908 - would walk into somebody and talk about SCO. And they're 00:17:18.908 --> 00:17:22.444 - like. How do you know SCO and he goes? Go go Google this 00:17:22.444 --> 00:17:25.436 - search. What's the first thing that comes up? Click on it, 00:17:25.436 --> 00:17:27.612 - then click on it as a blank page. 00:17:28.820 --> 00:17:32.418 - And that was how he proved he knew SCL is that he knew all 00:17:32.418 --> 00:17:35.759 - of the hidden elements in all of the meta tags and all of 00:17:35.759 --> 00:17:38.586 - the alt tags. So he could put on that blank page. 00:17:40.260 --> 00:17:44.396 - Literally a white graphic and then have title tags, all tags, 00:17:44.396 --> 00:17:48.532 - the physical file name, the path, the crawled. I mean all 00:17:48.532 --> 00:17:52.292 - kinds of elements that Google ranks for the aren't visible. 00:17:52.880 --> 00:17:56.689 - You gotta remember if I go to this page and view source, I 00:17:56.689 --> 00:18:00.205 - don't know if you ever seen this, but this is how Google 00:18:00.205 --> 00:18:03.721 - used only read a webpage, right? Google would go through this way 00:18:03.721 --> 00:18:06.944 - just like one of the blind readers. So someone who is 00:18:06.944 --> 00:18:11.339 - blind, it has to go through and it has to look up a graphic and 00:18:11.339 --> 00:18:15.148 - then it says oh the cross origin of this is anonymous. The title 00:18:15.148 --> 00:18:18.957 - tag of this this is a graphic of clarity's example of their go 00:18:18.957 --> 00:18:21.594 - African marketplace. All of those elements are visible to 00:18:21.594 --> 00:18:23.352 - Googles Crawlers and to the TD 00:18:23.352 --> 00:18:26.790 - readers. So there's a lot of stuff that we can do that may 00:18:26.790 --> 00:18:29.850 - not be visible to the user but are visible to Google, right? 00:18:29.850 --> 00:18:33.420 - There's a lot of those types of elements, and it used to be that 00:18:33.420 --> 00:18:35.460 - those elements were very highly rated. Unfortunately, what 00:18:35.460 --> 00:18:38.775 - happened is all of the people doing SCO work new that and so 00:18:38.775 --> 00:18:41.070 - they started doing things like keyword stuffing where they 00:18:41.070 --> 00:18:43.875 - would start putting thousands of words in those fields. So they 00:18:43.875 --> 00:18:46.935 - drank really, really well and they didn't have to have much on 00:18:46.935 --> 00:18:49.740 - the page. They could leave it really clean and really simple, 00:18:49.740 --> 00:18:52.800 - but they could rank crazy 'cause they do all this hidden work 00:18:52.800 --> 00:18:54.075 - behind the scenes that didn't. 00:18:54.080 --> 00:18:58.071 - Call clog up the page for a reader, but it would give him 00:18:58.071 --> 00:19:01.448 - all the information to get Google to rank. And as Chris 00:19:01.448 --> 00:19:03.904 - stated, that doesn't happen anymore. Googles realized that 00:19:03.904 --> 00:19:07.281 - and you actually can get. There's a few things now being 00:19:07.281 --> 00:19:10.658 - even implemented. I think June of last year penalties if you 00:19:10.658 --> 00:19:14.342 - have more than like 50 keywords or 50 words in the keywords 00:19:14.342 --> 00:19:18.500 - field and. And so they've been devalued. So it is true. You 00:19:18.500 --> 00:19:22.426 - used to be able to rank for blank page, not anymore. Part of 00:19:22.426 --> 00:19:25.748 - the reason for that. There's too much content on the Internet. 00:19:25.748 --> 00:19:29.070 - Now that's better than a blank page can be right? And 00:19:29.070 --> 00:19:31.788 - especially now that Google has implemented in the last 00:19:31.788 --> 00:19:35.110 - Hummingbird back in 2013 for natural speak. And then one of 00:19:35.110 --> 00:19:37.828 - their latest ones when they implemented all the mobile. 00:19:37.828 --> 00:19:40.848 - They're looking for pages that are optimized very well for 00:19:40.848 --> 00:19:44.774 - mobile devices as well as. So it's too hard to rank a blank 00:19:44.774 --> 00:19:47.794 - page now 'cause it's not optimized for mobile and it 00:19:47.794 --> 00:19:49.002 - doesn't have all the. 00:19:49.030 --> 00:19:53.661 - Keywords and content that so many other very good pieces of 00:19:53.661 --> 00:19:59.134 - content on the Internet that are out there are right. What is the 00:19:59.134 --> 00:20:04.121 - full list? Of on page elements that I need to optimize or that 00:20:04.121 --> 00:20:05.726 - Riley does, let's say Chris. 00:20:06.730 --> 00:20:10.354 - Records a piece of content for Riley and Riley's gotta go clean 00:20:10.354 --> 00:20:14.582 - it up and add the graphics and then slap it on the page and 00:20:14.582 --> 00:20:18.206 - then optimize it. Give me a number Sam. I'm gonna let you 00:20:18.206 --> 00:20:21.830 - try first Patrick. I'll get a number from you Riley. I'll get 00:20:21.830 --> 00:20:26.058 - a number from the young Chris if you want to play too you can. 00:20:26.058 --> 00:20:29.380 - How many pieces or how many elements do you think Riley 00:20:29.380 --> 00:20:32.702 - should or has to optimize for? After Chris dictates piece of 00:20:32.702 --> 00:20:36.326 - content for him. Sam, how many? How many elements are fields? Do 00:20:36.326 --> 00:20:39.346 - you think Riley would have to touch to make it? 00:20:40.050 --> 00:20:41.990 - Optimize time. 00:20:43.220 --> 00:20:44.950 - Give me a second uhm. 00:20:46.010 --> 00:20:51.694 - I'm gonna say like 00:20:51.694 --> 00:20:54.536 - at least 00:20:54.536 --> 00:20:58.430 - 10. Patrick, how many do you think that's a good guess? 00:20:59.550 --> 00:21:04.477 - Uhm, I would think most people would say 5 but 10s of great 00:21:04.477 --> 00:21:06.372 - guess you serum well it's 00:21:06.372 --> 00:21:08.610 - content keywords. Title 00:21:10.070 --> 00:21:15.372 - A curling's, probably like I don't want to copy your answer, 00:21:15.372 --> 00:21:19.373 - but five. So let me show you what my list is. 00:21:27.450 --> 00:21:32.950 - Holy smokes I'm gonna go with W. That's how many. 00:21:32.950 --> 00:21:36.874 - And and I'm probably not even right. I'm sure 'cause I'm not 00:21:36.874 --> 00:21:40.471 - the world's best SCO. I'm sure there are more than this, 00:21:40.471 --> 00:21:44.068 - however, let's just I think for the rest of the training, 00:21:44.068 --> 00:21:48.646 - what I'd like to do is I just want to go down through this 00:21:48.646 --> 00:21:52.570 - list will take each one, will talk about it, will talk about 00:21:52.570 --> 00:21:56.821 - why it applies. So before I do that, Riley, what is my theory 00:21:56.821 --> 00:21:58.129 - of the zombie apocalypse? 00:22:00.240 --> 00:22:05.308 - I don't gotta be the fastest as long as I'm not the slowest, I'm 00:22:05.308 --> 00:22:08.682 - still going. Great, that's exactly correct. How does 00:22:08.682 --> 00:22:10.010 - that apply to SCO? 00:22:12.330 --> 00:22:15.602 - As long as I'm 00:22:15.602 --> 00:22:21.390 - ranking. Uhm, I have something to work with. Uh, I'm not 00:22:21.390 --> 00:22:25.332 - alright. Yeah, I go a little deeper in that. 00:22:25.870 --> 00:22:29.360 - I've got all kinds of competitors out there. Let's say 00:22:29.360 --> 00:22:32.501 - that the most important thing clarity cared about was 00:22:32.501 --> 00:22:36.689 - designing WordPress websites. So Riley and Chris and I go out and 00:22:36.689 --> 00:22:40.179 - we do 500 pages on designing WordPress websites. Well, we 00:22:40.179 --> 00:22:43.320 - can't stop because there's hundreds of other companies out 00:22:43.320 --> 00:22:47.159 - there that are competing for that space. So no matter where 00:22:47.159 --> 00:22:52.394 - we are, we have to keep going. How fast and how far do we have 00:22:52.394 --> 00:22:56.582 - to go? Well, are we beating our competitors? Are we ranking high 00:22:56.582 --> 00:22:58.327 - enough to win the deals? 00:22:58.340 --> 00:23:01.652 - Enough to drive enough business for us to stay in business. If 00:23:01.652 --> 00:23:04.688 - we're writing a bunch of articles and we're showing up on 00:23:04.688 --> 00:23:08.708 - page 10. Nobody's going to see our ads were never going to get 00:23:08.708 --> 00:23:12.180 - clicked on an every bit of work we do, and less we improve. That 00:23:12.180 --> 00:23:15.156 - is for not or we have to do a completely different strategy 00:23:15.156 --> 00:23:18.628 - and go. We're never going to win that we're going to have to do 00:23:18.628 --> 00:23:21.852 - paper click ads and we're just going to have to pay to drive 00:23:21.852 --> 00:23:24.332 - business. OK, fine, there's other strategies, but as far as 00:23:24.332 --> 00:23:28.648 - an SEO strategy. The zombie apocalypse says I only have to 00:23:28.648 --> 00:23:33.276 - be faster than my competitors so that I can get enough clicks to 00:23:33.276 --> 00:23:37.548 - drive the business that I need. If there are, let's say this 00:23:37.548 --> 00:23:41.464 - many things, and let's say, for example, it takes Chris 20 00:23:41.464 --> 00:23:45.380 - minutes to come up with a thought dictated into his phone, 00:23:45.380 --> 00:23:49.296 - send it to Riley. It's going to probably take Riley somewhere 00:23:49.296 --> 00:23:53.568 - from about, let's say, 45 minutes to an hour to take that, 00:23:53.568 --> 00:23:56.060 - get it on a page, throw graphic 00:23:56.060 --> 00:24:00.694 - in there. And optimize the main five or six elements. 00:24:01.400 --> 00:24:05.092 - If that's enough to beat all of our competitors and to rank on 00:24:05.092 --> 00:24:08.784 - Page 1 great, then we're only going to spend a total of an 00:24:08.784 --> 00:24:10.488 - hour and 20 minutes for each 00:24:10.488 --> 00:24:14.710 - article. However, if we're not ranking on the first page, then 00:24:14.710 --> 00:24:19.052 - we just wasted an hour and 20 minutes. So what that means now 00:24:19.052 --> 00:24:22.392 - is that competitors have done more or have more supporting 00:24:22.392 --> 00:24:26.066 - links. Or remember there are so many things that drive rankings 00:24:26.066 --> 00:24:30.074 - that that means we have to do some more things. It's almost 00:24:30.074 --> 00:24:33.748 - like if there's 10 people running away from the Zombie. I 00:24:33.748 --> 00:24:36.086 - only have to be faster than one. 00:24:36.690 --> 00:24:38.370 - But what if there are 6 zombies? 00:24:38.930 --> 00:24:43.172 - OK, well now I gotta be faster than five or six people so that 00:24:43.172 --> 00:24:47.717 - I'm in the top four. So now I have to do more work and that's 00:24:47.717 --> 00:24:51.050 - what the deal is with content. We're not just competing with 00:24:51.050 --> 00:24:53.474 - one or two competitors with content. Remember, we're 00:24:53.474 --> 00:24:55.595 - competing literally with the entire intranet. Remember, 00:24:55.595 --> 00:24:58.625 - Google takes all content across the entire Internet and ranks 00:24:58.625 --> 00:25:02.564 - it. So if we want to win for certain keyword terms and drive 00:25:02.564 --> 00:25:05.594 - business, we literally have to be everybody else on the 00:25:05.594 --> 00:25:09.230 - Internet. Some of those people are going to do a better job 00:25:09.230 --> 00:25:12.563 - than others, and we're going to have to do more work. 00:25:12.640 --> 00:25:16.480 - To rank above them so we have to constantly monitor. Remember we 00:25:16.480 --> 00:25:20.000 - were looking at mods. Remember we were looking where we were 00:25:20.000 --> 00:25:24.160 - ranking and why we need to rank in the top three if possible. 00:25:24.160 --> 00:25:27.680 - Minimally on the first page, but in the top three positions. 00:25:27.680 --> 00:25:30.880 - Remember why we did that? Because that drives how much 00:25:30.880 --> 00:25:34.720 - traffic we get and how many clicks we're going to get. And 00:25:34.720 --> 00:25:38.240 - that's the only reason we're doing all this work, so knowing 00:25:38.240 --> 00:25:42.400 - all of these elements, if I choose to do only the first 5. 00:25:43.220 --> 00:25:47.795 - And we rank in the top three and we own that space. Then I don't 00:25:47.795 --> 00:25:50.845 - have to worry about spending another hour or two optimizing 00:25:50.845 --> 00:25:52.980 - for all the rest of the stuff. 00:25:53.630 --> 00:25:58.768 - But if I do the first five, I write a great article and we're 00:25:58.768 --> 00:26:02.805 - not ranking anywhere, except maybe the 4th or 5th page. Then 00:26:02.805 --> 00:26:07.209 - how am I going to beat my competitors and do better than 00:26:07.209 --> 00:26:10.879 - them? Well, if they're doing some of these additional things 00:26:10.879 --> 00:26:14.549 - here, even if we go right, additional articles and link 00:26:14.549 --> 00:26:18.953 - those articles, we may still never beat them. So we have to 00:26:18.953 --> 00:26:22.256 - track competitors. We have to track keyword positioning, and 00:26:22.256 --> 00:26:23.724 - we have to know. 00:26:23.790 --> 00:26:27.318 - All of the different strategies and tips and tricks that are are 00:26:27.318 --> 00:26:31.140 - at our fingertips so that we can go back and say, OK. This 00:26:31.140 --> 00:26:34.962 - article needs to rank a little better. It's on page 2. What can 00:26:34.962 --> 00:26:38.784 - I do? Well, you can do more than just write another article on 00:26:38.784 --> 00:26:42.018 - link. Another article you could actually go back in and improve. 00:26:43.350 --> 00:26:46.859 - This one because if there's 25 Dixie WXYZWX 26 messy 23 00:26:46.859 --> 00:26:51.006 - different things I can do and I only did five. Well then maybe 00:26:51.006 --> 00:26:55.153 - I'll go do another five and then measure it for the next couple 00:26:55.153 --> 00:26:58.662 - weeks and see if that affects it. Maybe another 5, maybe 00:26:58.662 --> 00:27:02.171 - another five, or maybe Riley knowing all this can figure out 00:27:02.171 --> 00:27:07.275 - how to do 23 this 23 items 20 of the 23 and it only takes an 00:27:07.275 --> 00:27:11.103 - extra 15 minutes, but these three take a long time so nobody 00:27:11.103 --> 00:27:14.931 - on the Internet is probably doing them. I'll use those as a 00:27:14.931 --> 00:27:18.316 - last resort. Great, he may now for every article going forward, 00:27:18.316 --> 00:27:22.572 - spend an extra 15 minutes and do 20 of the 20 three things which 00:27:22.572 --> 00:27:26.220 - helps him not have to write Seven or eight more articles to 00:27:26.220 --> 00:27:28.348 - get that page to rank that well. 00:27:28.950 --> 00:27:31.733 - OK, anyway I'm going to pause and ask if there's any 00:27:31.733 --> 00:27:34.516 - questions about all this all makes sense and they will just 00:27:34.516 --> 00:27:37.805 - kind of go down this list. Make sure all of these things make 00:27:37.805 --> 00:27:39.070 - sense to everyone. Any questions? 00:27:40.540 --> 00:27:44.890 - OK, so SCO page title. 00:27:46.450 --> 00:27:49.834 - Where does that show up on this page? 00:27:53.780 --> 00:28:00.260 - Is that the on the tab? Yes, so if I hover over this tab it pops 00:28:00.260 --> 00:28:04.715 - up and says what is on page optimization for SCO space 00:28:04.715 --> 00:28:09.575 - vertical bar space clarity. So that is the CEO Page title that 00:28:09.575 --> 00:28:15.650 - I wrote in the hidden field for the page and it shows up in the 00:28:15.650 --> 00:28:22.940 - tab and it also shows up in if I go in and say what it is and I 00:28:22.940 --> 00:28:24.155 - have no idea. 00:28:24.210 --> 00:28:27.657 - On page representation? Well, that's gonna actually what is. 00:28:29.480 --> 00:28:32.880 - On page. Optimism. 00:28:33.400 --> 00:28:35.578 - Station for SCO 00:28:36.700 --> 00:28:41.263 - Right so add add, add, add, add, add OK on page SEO ranking 00:28:41.263 --> 00:28:45.124 - factors dashmat so these are ones that rank and they they're 00:28:45.124 --> 00:28:48.985 - older. I can see that 10 essential things, but you can 00:28:48.985 --> 00:28:52.495 - see here is on page optimization definition, vertical bar search 00:28:52.495 --> 00:28:57.760 - so I know that this was a pretty recent one. You know what is on 00:28:57.760 --> 00:29:02.674 - page SEO. Exactly what I typed in is by web FX. You know on 00:29:02.674 --> 00:29:06.535 - page optimization things like that. So this is the big place 00:29:06.535 --> 00:29:08.290 - where the title shows up. 00:29:08.350 --> 00:29:13.576 - So what's the number one? When I write that SCO page title, aside 00:29:13.576 --> 00:29:18.400 - from it being a highly weighted SCO element to tell Google what 00:29:18.400 --> 00:29:23.224 - the page is about, what is the number one metric I'm actually 00:29:23.224 --> 00:29:25.636 - trying to drive when I write 00:29:25.636 --> 00:29:28.410 - this title? Riley 00:29:29.010 --> 00:29:32.286 - Clicks, clicks CTR. Click through rate. I'm trying to 00:29:32.286 --> 00:29:35.926 - write it so nicely. When somebody does this search and 00:29:35.926 --> 00:29:39.930 - they read through this, it stands out compared to all these 00:29:39.930 --> 00:29:45.026 - other and they click on me. So this is position 1234 but I love 00:29:45.026 --> 00:29:49.758 - this 10 essential on page SEO factors. I need to know I love 00:29:49.758 --> 00:29:54.854 - this title. I love the fact that this guy came back in and wrote 00:29:54.854 --> 00:29:59.222 - put 2020 in there so I know it's been updated. It's not. 00:29:59.280 --> 00:30:03.354 - Older right, I love that you see mas, the Kings of SCO. They went 00:30:03.354 --> 00:30:06.846 - back and added 2020. Why did they do that? Because when they 00:30:06.846 --> 00:30:10.338 - rank in here they want instead of somebody come into this and 00:30:10.338 --> 00:30:13.248 - they just happen to own positions one and two. But 00:30:13.248 --> 00:30:16.158 - instead of them going the beginners guide, I'm not a 00:30:16.158 --> 00:30:19.941 - beginner. I'm I want to know the latest in great oh 2020. Yeah, 00:30:19.941 --> 00:30:23.724 - this is what I want and they click so we're trying to drive 00:30:23.724 --> 00:30:26.343 - clicks. So even though this title is heavily weighted, 00:30:26.343 --> 00:30:29.544 - telling Google what the page is about. The most important reason 00:30:29.544 --> 00:30:30.708 - to write it well. 00:30:30.710 --> 00:30:34.912 - Is for the end user because that's what click drives clicks. 00:30:34.912 --> 00:30:39.114 - The next element, which is the meta description is this one. 00:30:40.040 --> 00:30:44.694 - Now it used to be a number of years ago. Every single meta 00:30:44.694 --> 00:30:47.916 - description read like clarity specializes in on page SEO 00:30:47.916 --> 00:30:51.496 - optimizations. Call for a free quote. That's how everyone of 00:30:51.496 --> 00:30:55.792 - them used to end. Well, now that everybody is already on their 00:30:55.792 --> 00:31:00.667 - phone. And we have what we call site and phone extensions. They 00:31:00.667 --> 00:31:04.591 - can already come here. See this and click on subscribe about get 00:31:04.591 --> 00:31:08.515 - in touch and call. They can do digital there's these are called 00:31:08.515 --> 00:31:12.112 - extensions. They can already with a single click on a phone 00:31:12.112 --> 00:31:14.401 - do a lot of stuff already so 00:31:14.401 --> 00:31:18.910 - now. The way we write these is there called comma delimited 00:31:18.910 --> 00:31:23.852 - benefits. So what I'd like to say on page SEO, the top ten SCO 00:31:23.852 --> 00:31:27.735 - things you need to know. Clarity is certified in SCO and 00:31:27.735 --> 00:31:31.971 - specializes in blah blah blah. We will teach you one blah blah 00:31:31.971 --> 00:31:36.560 - blah blah blah 2 blah blah blah 3 blah blah dot dot dot. 00:31:37.160 --> 00:31:40.290 - That would be a perfectly written title because what you 00:31:40.290 --> 00:31:44.359 - want to do is tell people we know a million things. Here are 00:31:44.359 --> 00:31:48.115 - three examples but dot dot dot. There's a lot more annual leave 00:31:48.115 --> 00:31:51.871 - him hanging, wanting to Click to figure out what that more is. 00:31:51.871 --> 00:31:54.688 - That's what a perfectly formatted title is now, so 00:31:54.688 --> 00:31:58.131 - you'll see things like, you know, the following are the top 00:31:58.131 --> 00:32:01.574 - on page ranking factors that can affect your website search dot 00:32:01.574 --> 00:32:05.330 - dot dot. They don't give you the answer, but they certainly leave 00:32:05.330 --> 00:32:06.895 - you trailing going. Here's a 00:32:06.895 --> 00:32:12.216 - list. I'm going to give this to you all you have to do is click. 00:32:12.216 --> 00:32:15.402 - That's the science behind a perfectly written right so. 00:32:15.940 --> 00:32:19.684 - The way your page is optimized has a huge impact on its ability 00:32:19.684 --> 00:32:23.428 - to rank. I'm telling you what the problem is, by the way, here 00:32:23.428 --> 00:32:27.172 - are all the top things you need to know to solve that problem. 00:32:28.250 --> 00:32:31.470 - That right there is a perfectly written SCO meta description 00:32:31.470 --> 00:32:35.012 - 'cause it tells. Here's a problem we're going to tell you 00:32:35.012 --> 00:32:39.520 - how to solve it. All you gotta do is Click to get the answer. 00:32:39.520 --> 00:32:41.130 - That's a perfectly written an 00:32:41.130 --> 00:32:45.050 - enticing. Add now this is a little written old because it 00:32:45.050 --> 00:32:48.781 - still has the dash, so this page is probably been around for a 00:32:48.781 --> 00:32:52.225 - long time. When they came back in and added this 2020 they 00:32:52.225 --> 00:32:55.382 - should have changed that dash to a vertical bar because these 00:32:55.382 --> 00:32:59.113 - have been around for a long time I can tell this one. Search 00:32:59.113 --> 00:33:02.270 - metrics is obviously been written in the last two or three 00:33:02.270 --> 00:33:04.853 - years. 'cause That's when this started becoming really popular 00:33:04.853 --> 00:33:08.297 - and now all the really nice ads people are using vertical bars. 00:33:08.297 --> 00:33:11.167 - So on page versus off. What's the difference? Vertical bar, 00:33:11.167 --> 00:33:12.315 - digital, third coast, whatever? 00:33:12.315 --> 00:33:15.678 - Big long name? Right, these people just don't know how to 00:33:15.678 --> 00:33:19.350 - write it, so they're just dot dot dot. They don't even care, 00:33:19.350 --> 00:33:22.716 - but SCO best practices on page SEO checklist vertical bar bill. 00:33:22.716 --> 00:33:26.082 - That's a very well written title 'cause they're talking about not 00:33:26.082 --> 00:33:29.754 - only best practices, but they're going to give me a checklist. I 00:33:29.754 --> 00:33:33.120 - love checklists right on page SEO. One of the many search 00:33:33.120 --> 00:33:36.486 - engine ranking. Here are eight SCO best practices for on page 00:33:36.486 --> 00:33:39.852 - optimization. That's a doggone. That's a 9 out of 10 written, 00:33:39.852 --> 00:33:43.524 - right? So this right? Here is a very well written combination of 00:33:43.524 --> 00:33:46.636 - a title. And Meta description. Now we could spend and 00:33:46.636 --> 00:33:50.068 - hopefully next week we're going to do. Maybe, maybe not. We 00:33:50.068 --> 00:33:53.500 - could have practices where we go through and run and learn 00:33:53.500 --> 00:33:57.244 - how to write these and how to write really good ones. And 00:33:57.244 --> 00:34:01.300 - what's the best way to write him. But I don't want to spend 00:34:01.300 --> 00:34:03.172 - too much time so meta keywords. 00:34:04.450 --> 00:34:08.077 - Anybody wanna take a stab at that or how it's weighted or how 00:34:08.077 --> 00:34:09.193 - important that is anymore? 00:34:10.520 --> 00:34:17.845 - Riley So meta keywords are within the meta tag in 00:34:17.845 --> 00:34:25.585 - the head of your web page. for Google it is a mostly 00:34:25.585 --> 00:34:32.035 - deprecated way of increasing the CEO of a web page. 00:34:32.070 --> 00:34:35.700 - That was changed due to people doing keyword stuffing where 00:34:35.700 --> 00:34:40.419 - they would just stuff a bunch of keywords in there. Um, but those 00:34:40.419 --> 00:34:44.412 - are the key words that you're trying to tell. Search engines 00:34:44.412 --> 00:34:48.768 - in a very short, concise way. What this page is about? Yeah, 00:34:48.768 --> 00:34:53.850 - so it is a meta tag that came in with the standard with the 00:34:53.850 --> 00:34:58.206 - title, with the description with the keyword that we could go in 00:34:58.206 --> 00:35:02.562 - and do other things. So if I'm doing a page that's talking 00:35:02.562 --> 00:35:07.420 - about. Uh. Top 10 tricks for creating DNN web pages. That's 00:35:07.420 --> 00:35:11.450 - my page will I might come in the meta tagsandgo.net nuke web page 00:35:11.450 --> 00:35:14.860 - HTML web page creation, creating web landing pages. I might put 00:35:14.860 --> 00:35:18.580 - two or three other things that are similar keywords to what I'm 00:35:18.580 --> 00:35:22.300 - trying to rank for, and that's what I tell Google. Well, the 00:35:22.300 --> 00:35:26.020 - keyword stuffing that Riley and I are talking about now is I 00:35:26.020 --> 00:35:30.360 - would go in and put like 1000 words in that field so I could 00:35:30.360 --> 00:35:34.080 - hopefully rank for all of 'em. And that's when Google went back 00:35:34.080 --> 00:35:37.580 - and said. Your your game in the system and they completely D 00:35:37.580 --> 00:35:40.400 - waited and pretty much deprecated that. So any new SCO 00:35:40.400 --> 00:35:44.066 - they hardly ever rarely use that field at all. I still do. It 00:35:44.066 --> 00:35:46.886 - doesn't hurt it still text and its additional opportunity for 00:35:46.886 --> 00:35:50.270 - me to say an additional keyword or synonym without having to put 00:35:50.270 --> 00:35:54.218 - it on the screen in front of the end user and clogging up the 00:35:54.218 --> 00:35:57.602 - screen. So a lot of times if there's part numbers I don't 00:35:57.602 --> 00:36:01.550 - want to come right in the middle of texting, go. By the way, this 00:36:01.550 --> 00:36:05.216 - thing also a part number 7964. Yeah, that doesn't make a lot of 00:36:05.216 --> 00:36:06.626 - sense for an end user. 00:36:06.670 --> 00:36:10.758 - But I could go and put it here, so somebody looks for a part 00:36:10.758 --> 00:36:14.262 - number for such and such. Then this might be a synonym area 00:36:14.262 --> 00:36:17.766 - where I could include it. So still many, many people use it. 00:36:17.766 --> 00:36:20.686 - Most people use it incorrectly, so mostly deprecated. We don't 00:36:20.686 --> 00:36:21.854 - really care about it. 00:36:22.830 --> 00:36:24.180 - Chris, are you listening in? 00:36:28.300 --> 00:36:33.500 - Alright, Riley, what's a Canonical? A Canonical is a is 00:36:33.500 --> 00:36:39.220 - another tag that which you are telling the search engine where 00:36:39.220 --> 00:36:45.460 - the original content is located on a page. It's used to help 00:36:45.460 --> 00:36:48.580 - with like duplicate content if I 00:36:48.580 --> 00:36:53.670 - create. A piece of content and I basically duplicate it. Um, 00:36:53.670 --> 00:36:58.059 - change up some graphics. Maybe I'm doing AB testing instead of 00:36:58.059 --> 00:37:01.650 - getting penalized. For that I can canonicalize the duplicate, 00:37:01.650 --> 00:37:06.039 - telling Google Hey this content is coming from this page. Don't 00:37:06.039 --> 00:37:10.428 - wait it, wait that page. Don't index this page. It actually 00:37:10.428 --> 00:37:14.817 - prevents the page from being indexed, but it also allows us 00:37:14.817 --> 00:37:20.004 - to put content on the page for the convenience of the end user, 00:37:20.004 --> 00:37:21.999 - so if an end user. 00:37:22.070 --> 00:37:26.150 - Is reading about and we wrote a blog post about famous bread 00:37:26.150 --> 00:37:30.230 - recipes and then we wanted to completely include or put a link 00:37:30.230 --> 00:37:34.310 - to another page and we wanted to copy down Martha Stewart's most 00:37:34.310 --> 00:37:35.330 - famous bread recipe. 00:37:35.940 --> 00:37:39.384 - Well then on that Martha Stewart page, we can't index that and 00:37:39.384 --> 00:37:42.541 - drive traffic to our site for her recipe. That would be 00:37:42.541 --> 00:37:46.559 - stealing an. We could get sued, but we could put it on the page, 00:37:46.559 --> 00:37:50.290 - link to it on our page as a convenience to users so they 00:37:50.290 --> 00:37:54.021 - don't have to go off of our website. And then on that page 00:37:54.021 --> 00:37:57.752 - what we would put in the header tags a Canonical link to Martha 00:37:57.752 --> 00:38:00.622 - Stewart's recipe page on her website so that when Google 00:38:00.622 --> 00:38:04.353 - comes to this page it says hey, by the way we borrowed this 00:38:04.353 --> 00:38:05.501 - content for Martha Stewart's 00:38:05.501 --> 00:38:09.410 - website, don't. Index this page. She is the owner of this content 00:38:09.410 --> 00:38:12.974 - and that way we don't get penalized but were able to 00:38:12.974 --> 00:38:15.890 - replicate her content. Our website for the convenience of 00:38:15.890 --> 00:38:20.102 - the end user so they can find the recipe right there on the 00:38:20.102 --> 00:38:23.870 - page. Any questions about that is that it makes sense, Sam. 00:38:24.490 --> 00:38:28.675 - Patrick is sorta makes sense for me. OK so. 00:38:30.110 --> 00:38:36.650 - Do we have to Canonicalize Ourself? If I write my own page 00:38:36.650 --> 00:38:42.100 - my own unique content, do I need a Canonical then? 00:38:42.180 --> 00:38:48.370 - Riley Could you repeat the question please? If I write a 00:38:48.370 --> 00:38:53.242 - new piece of brand new unique clarity content and post it to 00:38:53.242 --> 00:38:57.302 - my website, do I or should I canonicalize that page? 00:38:57.310 --> 00:39:04.306 - The only reason you would canonicalize that page is if you 00:39:04.306 --> 00:39:06.850 - canonicalize it to itself. 00:39:07.900 --> 00:39:12.718 - Um? Would I do that? Would I or do I do that? 00:39:14.370 --> 00:39:20.010 - I would say that you do I would say that we mostly do. We mostly 00:39:20.010 --> 00:39:25.274 - do. We need to, and the reason for that is because if we do 00:39:25.274 --> 00:39:29.786 - then for sure we were telling Google you need to index this 00:39:29.786 --> 00:39:32.794 - page. It's just another indicator. Google is fraught 00:39:32.794 --> 00:39:36.930 - with bugs, it's free if we don't do that. Canonicalization, we 00:39:36.930 --> 00:39:40.690 - leave the interpretation of Google to look at that content 00:39:40.690 --> 00:39:44.450 - and go, huh. This article appears to be plagiarized from 00:39:44.450 --> 00:39:48.586 - Mozes article. They wrote 7 years ago that talked about the 00:39:48.586 --> 00:39:53.054 - Declaration of. It is and how they felt about it. OK, well, I 00:39:53.054 --> 00:39:57.062 - never read that when I wrote this article talking about how I 00:39:57.062 --> 00:40:00.068 - felt about the Declaration of Independence. So apparently they 00:40:00.068 --> 00:40:04.744 - feel the same way. But this is my content. I want you to index 00:40:04.744 --> 00:40:08.418 - it. I wrote the content. So yes, we want to canonicalize 00:40:08.418 --> 00:40:11.758 - ourselves theoretically, is it required? No, but we've found so 00:40:11.758 --> 00:40:15.432 - many cases where Google screws up doesn't index a page. Doesn't 00:40:15.432 --> 00:40:19.440 - update the index on a page because it feels like we may 00:40:19.440 --> 00:40:22.192 - have borrowed. Or plagiarized content from somewhere else 00:40:22.192 --> 00:40:25.612 - would you can imagine one of the thousand web development 00:40:25.612 --> 00:40:29.032 - companies right about the same topic web design. There's bound 00:40:29.032 --> 00:40:32.794 - to be a lot of pages that sound very similar, right? 00:40:33.970 --> 00:40:38.250 - So Canonicalizing Yourself is really important, so that's 00:40:38.250 --> 00:40:43.065 - something especially for you. Patrick is a front end 00:40:43.065 --> 00:40:48.950 - developer. You guys don't do. Nobody does this, but it's just 00:40:48.950 --> 00:40:54.835 - because you don't know you're supposed to, but we should. So 00:40:54.835 --> 00:41:00.185 - the Canonical should actually be the full entitle path. Canonical 00:41:00.185 --> 00:41:02.860 - rail link, HTTPS colon, www.clarity-ventures.com/articles/declaration 00:41:02.860 --> 00:41:05.535 - independence, dash tips by Ron. 00:41:05.560 --> 00:41:09.551 - If that's the title that should go in there, and that should be 00:41:09.551 --> 00:41:10.779 - the Canonical link. Alright, 00:41:10.779 --> 00:41:15.426 - let's move on. SCO friendly URL. Patrick. What is an SCO 00:41:15.426 --> 00:41:16.210 - friendly URL? 00:41:17.780 --> 00:41:19.968 - Uhm, it's something that's. 00:41:20.650 --> 00:41:27.239 - That makes the the URL easier to recognize, like for example. 00:41:27.750 --> 00:41:32.794 - Uh, that would be a easilly written or a clear URL. What is 00:41:32.794 --> 00:41:36.674 - an SCO friendly URL? What makes something SCO friendly versus 00:41:36.674 --> 00:41:39.390 - just a clear, easy to read URL? 00:41:41.230 --> 00:41:43.153 - Um? Quiteclearlyventures.com/articles/one, 00:41:43.153 --> 00:41:49.432 - that's a very clear, easy URL and it goes to my very first 00:41:49.432 --> 00:41:53.779 - article ever wrote that theoretically then would be a 00:41:53.779 --> 00:41:59.092 - nice clean URL, right? But it is, it is SEO friendly. 00:42:01.820 --> 00:42:05.005 - Uhm, I don't know that question, Sir. I I don't know. I answer. 00:42:05.005 --> 00:42:07.945 - You don't have to know it. That's why we're here. And the 00:42:07.945 --> 00:42:10.885 - answer is no, that's not. So if you look at this URL. 00:42:11.820 --> 00:42:15.249 - Clarityventures.com/resources FA QS index. The name of this page 00:42:15.249 --> 00:42:20.202 - when I created it. DNN is what is on page optimization, SEO and 00:42:20.202 --> 00:42:24.012 - then I put some other keywords optimized websites, SEO company 00:42:24.012 --> 00:42:27.822 - Austin TX clarity. Actually Chris did this one many many 00:42:27.822 --> 00:42:32.775 - years ago. We don't do this anymore but back in the day you 00:42:32.775 --> 00:42:36.966 - could add and remember the SCO keywords meta field. We would 00:42:36.966 --> 00:42:41.157 - add additional keywords to rank so the name of this article 00:42:41.157 --> 00:42:44.458 - might be. What is on page 00:42:44.458 --> 00:42:48.761 - optimization? Right, but then adding in SCO optimized 00:42:48.761 --> 00:42:52.658 - websites, SCO company, an Austin, TX, and clarity. This 00:42:52.658 --> 00:42:57.854 - helps. This actually is used by Google when it looks what this 00:42:57.854 --> 00:43:01.751 - page is. So these first five things right here. 00:43:02.480 --> 00:43:06.575 - The reason I put the word SCO on here is because Google uses 00:43:06.575 --> 00:43:10.040 - those five elements is the most highly weighted 5 elements to 00:43:10.040 --> 00:43:15.080 - look at a page to know what the pages about in the URL is a big 00:43:15.080 --> 00:43:16.970 - one in that. So Google parses 00:43:16.970 --> 00:43:21.323 - hyphens. It does not parse underscore, so I used to see a 00:43:21.323 --> 00:43:24.353 - lot of websites. That was what underscore is because it's 00:43:24.353 --> 00:43:28.292 - easier to read on a screen, right? It's a lot easier if I 00:43:28.292 --> 00:43:31.928 - wrote Ron underscore Halverson with a capital R Capital H and I 00:43:31.928 --> 00:43:35.867 - look at that. It's so much easier to read when I look at 00:43:35.867 --> 00:43:38.291 - that versus Randash Halverson. In all lower case. 00:43:38.860 --> 00:43:45.985 - However, if I go out here and I type in as a search, what is 00:43:45.985 --> 00:43:50.170 - underscore blank? OK, well underscore blank is actual 00:43:50.170 --> 00:43:52.630 - attribute in HTML programming, right? Is 00:43:52.630 --> 00:43:55.500 - target underscore blank deprecated, right? It's an 00:43:55.500 --> 00:43:58.370 - actual HTML element so Google knows that 00:43:58.370 --> 00:44:01.240 - underscores are a significant part of coding 00:44:01.240 --> 00:44:05.340 - language so it doesn't parse them out. It actually reads 00:44:05.340 --> 00:44:09.440 - them as part of the thing. So if I say. 00:44:10.670 --> 00:44:14.105 - Who is Ron 00:44:14.105 --> 00:44:18.524 - underscore? Halverson, it probably won't be able to parse 00:44:18.524 --> 00:44:22.658 - that out very well. 'cause it's going to treat that as one word, 00:44:22.658 --> 00:44:26.792 - right? But if I actually went in and did it, who is Ron? 00:44:27.560 --> 00:44:32.870 - Dash. Albertson, in lower case you can see it actually even 00:44:32.870 --> 00:44:36.400 - popped up different results and there's a really famous preacher 00:44:36.400 --> 00:44:40.636 - named Ron Halber's on and that's who that ones finding right now, 00:44:40.636 --> 00:44:45.225 - but it's actually parsed out and can parse out the dashes and so 00:44:45.225 --> 00:44:49.108 - it says OK, so we're including results for Ron Halvorson and 00:44:49.108 --> 00:44:52.638 - results for Ron Pastor Ron. Here's the pastor, right? Elder 00:44:52.638 --> 00:44:55.109 - Ronald Byron, Pastor Ron Halverson, Evangelist Ron 00:44:55.109 --> 00:44:58.639 - Halverson, senior dies, right, so it's already parsed it out 00:44:58.639 --> 00:45:00.051 - and it's serving up. 00:45:00.070 --> 00:45:03.880 - Ron space Halverson. Because it parsed out that hyphen and 00:45:03.880 --> 00:45:08.833 - it saw all those words. Well, if the URL is an element that 00:45:08.833 --> 00:45:13.405 - helps tell Google what the page is, an it parses it out, 00:45:13.405 --> 00:45:17.596 - then it's an opportunity for me in the URL to have. 00:45:19.910 --> 00:45:23.642 - Oh my goodness, that is waiting google.com and then I could do. 00:45:25.070 --> 00:45:31.370 - Articles What is on page and I might even do the 00:45:31.370 --> 00:45:32.714 - optimization here, right? 00:45:33.240 --> 00:45:38.028 - That would be a great URL. So when Sam said crawled depth, 00:45:38.028 --> 00:45:42.417 - there's also a thing called position depth in the URL. This 00:45:42.417 --> 00:45:47.205 - is the route the.com is the root. This is position one. This 00:45:47.205 --> 00:45:51.195 - is position 2 by default position two is the highest 00:45:51.195 --> 00:45:56.382 - ranking they used to always say the closer you are to route the 00:45:56.382 --> 00:45:59.973 - better. OK, well, that's not necessarily true for SCO, 00:45:59.973 --> 00:46:03.564 - because for SCO, Google expects there to be google.com/support. 00:46:03.630 --> 00:46:08.844 - Blah blah blah Google com slash contact. About us page. Google 00:46:08.844 --> 00:46:13.584 - com resources. Blah blah blah white paper right so position 00:46:13.584 --> 00:46:18.324 - three is the highest ranking within the URL parameter. So 00:46:18.324 --> 00:46:23.064 - when I tell people hey, when you're optimizing your content, 00:46:23.064 --> 00:46:29.226 - I want you to throw all of your SCO content. All of your 00:46:29.226 --> 00:46:33.018 - articles, your blog posts and everything in position. 00:46:33.018 --> 00:46:35.935 - Threesoitshouldbe.com slash. Articles slash and then the 00:46:35.935 --> 00:46:39.063 - article name.com/blog slash and then the blog post.com/news 00:46:39.063 --> 00:46:43.364 - slash and then the press release name. Everything should go in 00:46:43.364 --> 00:46:45.430 - position 3. Right? 00:46:46.410 --> 00:46:49.626 - This is all making sense to everybody. Yes Sir. OK, so now 00:46:49.626 --> 00:46:53.378 - let's kind of now. and I spent a little more time on these kids. 00:46:53.378 --> 00:46:56.326 - These are the most important. If you don't get these right, 00:46:56.326 --> 00:46:59.274 - you're just not going to rank well. There's too much content 00:46:59.274 --> 00:47:02.490 - on the Internet, so these are the five basic ones that most 00:47:02.490 --> 00:47:05.438 - people do relatively well. I mean, you Vince Awesome amaz. Is 00:47:05.438 --> 00:47:08.118 - there ranking real well still? And they're not perfect, but 00:47:08.118 --> 00:47:11.334 - they've been around for so long and they have such high domain 00:47:11.334 --> 00:47:13.746 - and Page Authority which are also additional ranking factors 00:47:13.746 --> 00:47:16.426 - that they're going to win that they just have literally 00:47:16.426 --> 00:47:18.570 - thousands and thousands and thousands of pages talking. 00:47:18.680 --> 00:47:21.590 - About SCO, almost any search about SCO. You're going to 00:47:21.590 --> 00:47:24.791 - find them. They're going to be there 'cause they own that 00:47:24.791 --> 00:47:28.574 - space. So now the next ones are the H1. We know that's the 00:47:28.574 --> 00:47:32.066 - main title. How many H ones on the page can I have? 00:47:35.770 --> 00:47:39.715 - Well, can I have the answer to that is as many as I want. How 00:47:39.715 --> 00:47:42.608 - many should I have and how many? Will Google not penalize 00:47:42.608 --> 00:47:43.923 - me if I have Patrick? 00:47:46.330 --> 00:47:52.150 - Um? I don't know, but I wanna guess, uh, based on 00:47:52.150 --> 00:47:55.406 - hierarchy hierarchy you want to have one H1. 00:47:56.120 --> 00:48:01.144 - And. That is correct. If you have more than one H1, then 00:48:01.144 --> 00:48:05.486 - you're telling Google this is a Social Security card or a DMV or 00:48:05.486 --> 00:48:07.490 - a drivers license. Which is it. 00:48:08.100 --> 00:48:11.948 - It's a drivers license. OK, fine, now you can go into the H 00:48:11.948 --> 00:48:15.500 - Twos and tell me all the other stuff about drivers license as 00:48:15.500 --> 00:48:19.644 - you want to, but is it a drivers license or is it a Social 00:48:19.644 --> 00:48:22.900 - Security card? You can't be both. That's how hardcore the H1 00:48:22.900 --> 00:48:25.860 - is with relative. So you can only have one H1. 00:48:26.620 --> 00:48:31.730 - Right H Twos now are subtitles so if I have big sections in my 00:48:31.730 --> 00:48:36.110 - website I'll make all of the subtitles H twos because now I 00:48:36.110 --> 00:48:40.855 - can have a page. I can have a website optimized for on page 00:48:40.855 --> 00:48:45.235 - optimization and then here's an H2 for on page SEO and then 00:48:45.235 --> 00:48:49.615 - here's an an H2 for on page SEO elements. An ranking factors. 00:48:49.615 --> 00:48:54.725 - And then here's an H2. I only did that for looks but nobody is 00:48:54.725 --> 00:48:59.105 - going to go out on the Internet and search for clarity. Can 00:48:59.105 --> 00:49:02.220 - help. So this should have, for all intents purposes, been in 00:49:02.220 --> 00:49:05.795 - each three, and if I wanted to be perfect about this, I would 00:49:05.795 --> 00:49:09.370 - have actually gone in and made this class an 8. I would have 00:49:09.370 --> 00:49:13.220 - made it an H3 Tag Class H2, which makes it in H3. That looks 00:49:13.220 --> 00:49:17.070 - like in H2, but it's not going to really damage me being an HT, 00:49:17.070 --> 00:49:19.270 - so I just made it in H2, but 00:49:19.270 --> 00:49:23.320 - theoretically. So if I had on page elements and then I 00:49:23.320 --> 00:49:25.539 - had four sub categories, theoretically those would 00:49:25.539 --> 00:49:29.343 - be H threes. But if those titles have a lot of great 00:49:29.343 --> 00:49:30.611 - content that would have. 00:49:34.560 --> 00:49:39.360 - I think we lost Ron. I think we lost him as well. Can you hear 00:49:39.360 --> 00:49:41.600 - me? Yes Sir, we can hear you. 00:49:42.160 --> 00:49:48.232 - OK, on page ezio elements in ranking factors I let me Holler 00:49:48.232 --> 00:49:50.762 - at him. Thank you, Sir. 00:49:54.770 --> 00:49:57.390 - Our ad just hollered. 00:49:59.460 --> 00:50:06.800 - I love the literal Holler, it's like Hello Hello Hello 00:50:06.800 --> 00:50:11.570 - Hello. Back Oh, I was here the whole time I could hear you guys 00:50:11.570 --> 00:50:15.290 - saying I wasn't here but I didn't touch anything so I'm not 00:50:15.290 --> 00:50:19.010 - sure what happened, but you can hear me now. OK, yes Sir, 00:50:19.010 --> 00:50:22.730 - Alright let me turn my camera off then just in case that's 00:50:22.730 --> 00:50:26.760 - causing the stream to get gummed up. OK, so anyway we can do 00:50:26.760 --> 00:50:30.790 - things like if this on page SEO elements and that I had four 00:50:30.790 --> 00:50:33.890 - paragraphs each titled and each of those titles are important 00:50:33.890 --> 00:50:38.230 - and I want them to rank, but I would actually make them H3. I 00:50:38.230 --> 00:50:39.470 - would make them H2. 00:50:39.490 --> 00:50:44.494 - Class H3, which means there H Twos When it comes to telling 00:50:44.494 --> 00:50:49.081 - Google how important they are for an SCO. But for readability 00:50:49.081 --> 00:50:54.085 - on the page there a smaller H3 subtitle underneath the SCO page 00:50:54.085 --> 00:50:56.587 - elements. So you can play with. 00:50:57.200 --> 00:51:01.148 - Which element tag it is to tell Google in a hierarchal fashion. 00:51:01.148 --> 00:51:05.754 - H1 is more important than H twos and then H threes for the most 00:51:05.754 --> 00:51:09.373 - part. Don't get any additional waiting is just text on the 00:51:09.373 --> 00:51:13.979 - screen. So if I have a section that needs to look like in H3 00:51:13.979 --> 00:51:19.243 - 'cause it's a sub sub I might make it in H2 with a class of H3 00:51:19.243 --> 00:51:20.559 - right? I do H2. 00:51:21.400 --> 00:51:27.142 - Class equals H3. I might put A tag like that and 00:51:27.142 --> 00:51:29.230 - then put my subtitle. 00:51:30.650 --> 00:51:33.714 - And then close. Whoops, sorry it's in H2. 00:51:34.260 --> 00:51:38.602 - And now Google will actually see that as an H2, the page will 00:51:38.602 --> 00:51:40.606 - actually display it as an H3. 00:51:41.240 --> 00:51:44.488 - Right, so you can see I can play 00:51:44.488 --> 00:51:48.790 - with. The visibility of things to make it better for the 00:51:48.790 --> 00:51:52.774 - reader, but change the tags and elements to make it better for 00:51:52.774 --> 00:51:57.090 - SEO. So if you understand which levers to pull in what you can 00:51:57.090 --> 00:52:00.742 - do to affect those, we can actually help and affect how 00:52:00.742 --> 00:52:04.062 - well a page might rank for certain elements, because I 00:52:04.062 --> 00:52:06.386 - could add additional sections with additional keyword 00:52:06.386 --> 00:52:10.370 - strengths, but not scream every single title has to be big on 00:52:10.370 --> 00:52:12.780 - the page. So it makes sense. 00:52:13.820 --> 00:52:17.040 - Yes Sir. OK so I think we've already hammered. Everybody 00:52:17.040 --> 00:52:20.582 - understands keywords, the number of variants we did that I think 00:52:20.582 --> 00:52:24.124 - we talked about natural speak. Google put out a release called 00:52:24.124 --> 00:52:27.666 - Hummingbird awhile back and they added in natural speak. I can't 00:52:27.666 --> 00:52:31.852 - go on a page and say today we're going to talk about data 00:52:31.852 --> 00:52:34.428 - integration. Data integration is data integration with additional 00:52:34.428 --> 00:52:37.970 - coding data. Integrate. I can't say data integration 72 times on 00:52:37.970 --> 00:52:41.834 - a page and sound natural. Google will Ding me for that. They'll 00:52:41.834 --> 00:52:44.732 - call it keyword stuffing and I'll actually be degraded. 00:52:44.790 --> 00:52:49.506 - And lose ranking value on that page for keyword stuffing. So we 00:52:49.506 --> 00:52:53.829 - want to use natural speak when we talk about integrating our 00:52:53.829 --> 00:52:58.545 - data. That means that data from one source can be transferred to 00:52:58.545 --> 00:53:01.689 - and from another source. Integration of data sources 00:53:01.689 --> 00:53:05.619 - looks like that's a little more natural speak, right? I'm 00:53:05.619 --> 00:53:09.549 - talking technically, but I'm using five or six different ways 00:53:09.549 --> 00:53:13.479 - or variations of saying the word data integration. That's what 00:53:13.479 --> 00:53:15.051 - Google deems natural speak. 00:53:16.530 --> 00:53:19.358 - The number of words on a page. 00:53:19.880 --> 00:53:24.284 - The more words we have on the page, the more opportunity we 00:53:24.284 --> 00:53:28.321 - have to use more keyword variations. If I only have one 00:53:28.321 --> 00:53:33.459 - paragraph on a page, it's going to be really tough for me to not 00:53:33.459 --> 00:53:38.230 - only do the keyword and repeat it 3 times, but then have the 00:53:38.230 --> 00:53:41.900 - three variations and each of them repeated three times. So 00:53:41.900 --> 00:53:46.304 - I'm going to say the same. The iteration of data integration in 00:53:46.304 --> 00:53:49.974 - one paragraph. Yeah, it's not going to happen. That's why 00:53:49.974 --> 00:53:55.360 - champions. Should be roughly 1200 to 1500 words, some upwards 00:53:55.360 --> 00:54:01.960 - of 2000 words supporting pages, then only have to be 800 words. 00:54:02.670 --> 00:54:06.270 - Because remember there are only doing their own for keywords, 00:54:06.270 --> 00:54:10.590 - but they're also have only one link for each of the four 00:54:10.590 --> 00:54:14.910 - variations of the Champions, so I don't have to have 16 key 00:54:14.910 --> 00:54:19.230 - words on the page. I have to have eight on the page. 00:54:19.850 --> 00:54:25.398 - Right? Formatting of the text, the readability. 00:54:26.100 --> 00:54:30.084 - Remember, 333 rule applies if they come to the page and the 00:54:30.084 --> 00:54:33.736 - top H1 says really cool **** that's not really going to 00:54:33.736 --> 00:54:37.388 - entice anybody to read unless they're looking for. I want to 00:54:37.388 --> 00:54:41.704 - download a free game and then they come in. And then there's a 00:54:41.704 --> 00:54:45.356 - title like that. They're going to get some really cool free 00:54:45.356 --> 00:54:49.008 - stuff, right? OK, fine, maybe that's relevant for that type of 00:54:49.008 --> 00:54:52.992 - scenario, but when it comes to our stuff and the people that 00:54:52.992 --> 00:54:56.976 - are doing searches for us, we really want to make sure that 00:54:56.976 --> 00:54:58.304 - our titles are extremely 00:54:58.304 --> 00:55:00.100 - concise. And keyword driven. 00:55:01.770 --> 00:55:06.442 - Everybody understand champions and supporters. We talked about 00:55:06.442 --> 00:55:11.698 - that what is a citation sandwich? Riley, a citation 00:55:11.698 --> 00:55:17.538 - sandwich, consists of generally 3 links. The middle link is 00:55:17.538 --> 00:55:23.378 - directing to your champion, the outer 2 leagues creating the 00:55:23.378 --> 00:55:28.634 - sandwich link out to highly kredible domains. These are 00:55:28.634 --> 00:55:32.138 - usually going to be your dot. 00:55:32.160 --> 00:55:35.490 - Or Edu government. 00:55:36.120 --> 00:55:39.497 - Uh, usually government an Edu. Yep correct. So for example I 00:55:39.497 --> 00:55:42.874 - want to put a page on our corporate website about COVID-19 00:55:42.874 --> 00:55:46.865 - just to let our clients know how COVID-19 is or is not impacting 00:55:46.865 --> 00:55:50.549 - our work. Here at clarity we let's say we have thousands of 00:55:50.549 --> 00:55:54.233 - people that are clients that come to our website all the time 00:55:54.233 --> 00:55:58.531 - and we think it would be a nice thing to let them know that 00:55:58.531 --> 00:56:01.294 - everything is fine and we're doing well. Well, we're 00:56:01.294 --> 00:56:03.750 - certainly not experts in COVID-19 and Google. Certainly 00:56:03.750 --> 00:56:07.741 - not going to rank us very well, but let's say it was something 00:56:07.741 --> 00:56:09.890 - that we did want to rank pretty 00:56:09.890 --> 00:56:13.614 - well for. We're definitely not experts, but we're starting to 00:56:13.614 --> 00:56:19.359 - write a lot of content. We want to rank one of the things we can 00:56:19.359 --> 00:56:23.955 - do to gain credibility is on our web page. Writing and talking 00:56:23.955 --> 00:56:27.402 - about COVID-19. We could actually say for the latest 00:56:27.402 --> 00:56:31.615 - COVID-19 News and we could link the words latest COVID-19 News 00:56:31.615 --> 00:56:36.211 - on our page. We could link that out to the cdc.gov site. 00:56:36.211 --> 00:56:41.321 - COVID-19 page. Now when Google comes and crawls that site and 00:56:41.321 --> 00:56:45.211 - they see us talking about COVID-19 but they actually see 00:56:45.211 --> 00:56:46.378 - us linking to. 00:56:47.240 --> 00:56:50.630 - The national CDC and then another link that we do 00:56:50.630 --> 00:56:53.342 - internally and then the sandwich. The final sandwich 00:56:53.342 --> 00:56:55.376 - link links out to the Mayo 00:56:55.376 --> 00:56:58.570 - Clinic. Right.edu or Chicago Hospital University Training 00:56:58.570 --> 00:57:01.990 - Center or something like that. Google actually takes those 00:57:01.990 --> 00:57:06.170 - links and says, oh, OK, well they must not be talking 00:57:06.170 --> 00:57:10.350 - complete crap if they're willing to link to Mail and Stanford 00:57:10.350 --> 00:57:14.150 - University from that article. It must be a pretty powerful 00:57:14.150 --> 00:57:18.330 - article, or they must put some hot spot behind their content 00:57:18.330 --> 00:57:21.750 - there, because nobody that's writing bait and switch article 00:57:21.750 --> 00:57:25.170 - about getting free Viagra would dare link out too. 00:57:27.200 --> 00:57:30.390 - The male clinic, because the male clinic would come back to 00:57:30.390 --> 00:57:34.450 - them in either Sue them or make them remove the link. So if I 00:57:34.450 --> 00:57:38.800 - have a link on my page and it's a viable link to a website and 00:57:38.800 --> 00:57:41.700 - they haven't made me remove it, that actually adds credibility 00:57:41.700 --> 00:57:45.470 - to my page. So one of the ways we promote champions is by 00:57:45.470 --> 00:57:46.630 - adding citation sandwiches. It's 00:57:46.630 --> 00:57:51.327 - how I can. Contained within my own page, promote my own page 00:57:51.327 --> 00:57:55.563 - which champions either have to be linked to to promote or they 00:57:55.563 --> 00:57:59.446 - have to promote themselves. So this is an additional way to 00:57:59.446 --> 00:58:02.976 - promote yourself when you're a champion. Right now. Part of 00:58:02.976 --> 00:58:06.153 - doing this though because you're linking to those other 00:58:06.153 --> 00:58:09.683 - environments were leaving them as follow links so we're telling 00:58:09.683 --> 00:58:13.919 - Google you're welcome to go to that site because that is a 00:58:13.919 --> 00:58:16.743 - viable, highly authoritative site and you're welcome to 00:58:16.743 --> 00:58:20.626 - validate that what we're talking about matches what that page is 00:58:20.626 --> 00:58:22.754 - about. So we have to do follow 00:58:22.754 --> 00:58:27.056 - links. Which gives away a little bit of our crawl juice. We don't 00:58:27.056 --> 00:58:31.018 - have to go into that all today, but it gives away a little bit 00:58:31.018 --> 00:58:34.414 - of our thing. We're actually raising our hand and say, yes, I 00:58:34.414 --> 00:58:37.810 - promise this is a viable link, so we're actually giving away a 00:58:37.810 --> 00:58:41.489 - little bit of our authority by doing so. But that gains us some 00:58:41.489 --> 00:58:44.602 - authority by doing those follow links, but that's why we don't 00:58:44.602 --> 00:58:47.715 - want to do citation sandwich and all the supporting pages because 00:58:47.715 --> 00:58:50.262 - their entire purpose isn't just support themselves. Their entire 00:58:50.262 --> 00:58:53.658 - purpose is to do the anchor text links to the Champions, right? 00:58:54.440 --> 00:58:58.880 - Image filenames, I know where a four minutes over, so I'm gonna 00:58:58.880 --> 00:59:03.320 - just take one minute to just go through these last couple and 00:59:03.320 --> 00:59:07.390 - then if anybody wants to stay and ask any further questions, 00:59:07.390 --> 00:59:10.350 - you're welcome to image filenames. Remember when you 00:59:10.350 --> 00:59:14.790 - view the source of the page in Google sees it blindly. Google 00:59:14.790 --> 00:59:17.380 - actually sees the name as clarity.com/images/stupid, logo 00:59:17.380 --> 00:59:21.080 - dot PNG or Beta B Dash E Commerce Specialists, Dash 00:59:21.080 --> 00:59:22.930 - Clarity Dash Ventures dot PNG. 00:59:23.670 --> 00:59:24.945 - Well, obviously, which one is 00:59:24.945 --> 00:59:28.644 - going to help? If someone's doing a search for beta BE 00:59:28.644 --> 00:59:31.864 - Commerce solutions. Obviously the second one. So actually 00:59:31.864 --> 00:59:35.932 - naming the physical file names on a page to the keywords of 00:59:35.932 --> 00:59:40.678 - that page can help. And then when we go into the page and put 00:59:40.678 --> 00:59:45.424 - in the eye now do Aria labels instead of the alt tags it used 00:59:45.424 --> 00:59:50.170 - to be all tags, but now the new TD and the deaf readers actually 00:59:50.170 --> 00:59:54.577 - use A tag Caldari label. So now instead of all tags I put 00:59:54.577 --> 00:59:57.967 - already labels on everything so that Additionally allows us to 00:59:57.967 --> 01:00:01.357 - tag the images for the specific keyword on the page. 01:00:01.440 --> 01:00:03.790 - Patrick does image size affect? 01:00:04.750 --> 01:00:06.748 - Page ranking potentially. 01:00:07.380 --> 01:00:12.781 - Absolutely, absolutely because it slows the load of a page. So 01:00:12.781 --> 01:00:16.218 - optimizing, cropping your images, compressing your images 01:00:16.218 --> 01:00:21.619 - is a big deal. Now the whole goal of the page. 01:00:22.260 --> 01:00:27.496 - Is to convert a user right to get him to fill out a form, 01:00:27.496 --> 01:00:31.236 - download a free white paper, download and install a trial 01:00:31.236 --> 01:00:35.350 - request a quote. So obviously one of the most important things 01:00:35.350 --> 01:00:39.838 - we need is the CTA. Now that's ETA isn't necessarily the most 01:00:39.838 --> 01:00:43.204 - important SCO element, but remember on page optimization is 01:00:43.204 --> 01:00:47.692 - not limited to see. Oh, most of the on page is Sam. 01:00:50.410 --> 01:00:53.610 - Um Sierra Sierra that's correct. Remember the on pages for 01:00:53.610 --> 01:00:57.130 - conversion converting the user so the on page title, the on 01:00:57.130 --> 01:01:00.650 - page, everything else. When the user hits the page, it's the 01:01:00.650 --> 01:01:05.130 - 333. All of that is CR oh, so even though these are all what 01:01:05.130 --> 01:01:06.730 - everybody likes to call SCO 01:01:06.730 --> 01:01:11.198 - elements. Yes, there to help rank the page well, but there to 01:01:11.198 --> 01:01:14.478 - help convert. So if we forget the CTA, you know. 01:01:14.990 --> 01:01:17.320 - We invited people to a fundraiser. They had a great 01:01:17.320 --> 01:01:20.349 - time. We spend all this money. We threw him a party and then 01:01:20.349 --> 01:01:23.145 - let him walk out the door without asking for a check. We 01:01:23.145 --> 01:01:27.124 - failed. The whole purpose of the thing we failed, that's what the 01:01:27.124 --> 01:01:28.768 - CTA, the call to action, right? 01:01:29.280 --> 01:01:32.508 - Uh, page crawled up. Sam already mentioned that we all know what 01:01:32.508 --> 01:01:36.005 - that is, how many clicks from the home page does it take to 01:01:36.005 --> 01:01:39.233 - get to a page? The higher, the fewer clicks, the higher ranking 01:01:39.233 --> 01:01:40.309 - Google will give you. 01:01:41.340 --> 01:01:44.236 - Page load speed definitely affects it. Page mobile 01:01:44.236 --> 01:01:47.856 - optimizations. They just rolled out something last year. If your 01:01:47.856 --> 01:01:51.476 - site is not mobile responsive, not mobile friendly, you get 01:01:51.476 --> 01:01:55.820 - dinged an we saw historically a lot of that penalty. That's why 01:01:55.820 --> 01:02:00.526 - one of the big reasons we did a new website finally and ditch 01:02:00.526 --> 01:02:04.870 - the old one rather than just updating it was because we were 01:02:04.870 --> 01:02:08.852 - not getting the mobile benefits and weightings that the old site 01:02:08.852 --> 01:02:12.472 - wouldn't give us. And then obviously the last thing with 01:02:12.472 --> 01:02:15.368 - the CRL. The 50 milliseconds rule everybody understands. 01:02:15.410 --> 01:02:18.446 - The subconscious when you hit a web page within 50 milliseconds, 01:02:18.446 --> 01:02:22.034 - your mind is already made up its mind. If this is a professional 01:02:22.034 --> 01:02:25.898 - site or a crappy site, or if this company if you want to do 01:02:25.898 --> 01:02:27.830 - business. It's the first impression and unfortunately 01:02:27.830 --> 01:02:30.314 - it's subconscious and it happened so quickly that we 01:02:30.314 --> 01:02:33.626 - can't help it. So when clients tell us that they don't think 01:02:33.626 --> 01:02:36.938 - design of a web page is important, you can come back and 01:02:36.938 --> 01:02:38.594 - go. I couldn't disagree with you 01:02:38.594 --> 01:02:43.436 - more right? You only get one chance to make a first 01:02:43.436 --> 01:02:46.054 - impression, and it's subconsciously made already for 01:02:46.054 --> 01:02:49.794 - them within 50 milliseconds. So page has to be cleaned. 01:02:50.340 --> 01:02:54.176 - So even load speed has a lot to do with that, because within 50 01:02:54.176 --> 01:02:57.464 - milliseconds if they go on, the page won't load in the graphic 01:02:57.464 --> 01:03:00.478 - is still printing. There's no text on the screen and they 01:03:00.478 --> 01:03:01.848 - count 345 and they're still 01:03:01.848 --> 01:03:04.464 - waiting. That's the 50 milliseconds they've already 01:03:04.464 --> 01:03:07.204 - made up their mind that your website sucks, right? Alright, 01:03:07.204 --> 01:03:11.040 - so these are all the elements. It's a heck of a lot more than 01:03:11.040 --> 01:03:14.328 - you would have thought if you would have asked me. I would've 01:03:14.328 --> 01:03:18.164 - said 15. This is 23, so even as I started putting the note down, 01:03:18.164 --> 01:03:20.904 - you know, and I'm not counting individual, I'm just putting 01:03:20.904 --> 01:03:24.192 - some of these so there are a significant number of items and 01:03:24.192 --> 01:03:28.028 - there's a bigger list in this, but you have to cut off at some 01:03:28.028 --> 01:03:31.316 - point time and say we can't spend $10,000 for each piece of 01:03:31.316 --> 01:03:32.960 - content we put on the website. 01:03:32.970 --> 01:03:36.474 - Even if there were enough things that you could spend that much 01:03:36.474 --> 01:03:39.686 - time on so using that zombie apocalypse, you just have to 01:03:39.686 --> 01:03:42.606 - figure in track how your competitors are doing where your 01:03:42.606 --> 01:03:46.110 - ranking and do a few more items until you start getting the 01:03:46.110 --> 01:03:49.322 - rankings that you need to draw business, and then you keep 01:03:49.322 --> 01:03:52.242 - going from there and keep supporting. And then you do 01:03:52.242 --> 01:03:54.286 - everything to protect those rankings. Sometimes your 01:03:54.286 --> 01:03:57.790 - competitors make a big jump in leapfrog you and then you gotta 01:03:57.790 --> 01:04:01.878 - come back and do a bunch more to leapfrog him back. But as long 01:04:01.878 --> 01:04:05.090 - as you keep promoting and keep writing new content you usually 01:04:05.090 --> 01:04:07.134 - don't have to go back and redo. 01:04:07.250 --> 01:04:11.592 - Or re up all your content, but you can definitely see how SCO 01:04:11.592 --> 01:04:15.600 - did that. Remember on that SCO one even back in here. First 01:04:15.600 --> 01:04:19.608 - thing they did was came back in an updated 2020 2020. They're 01:04:19.608 --> 01:04:23.282 - going back to articles they may have written eight years ago, 01:04:23.282 --> 01:04:27.290 - and updating the title and this so more people will click. Well 01:04:27.290 --> 01:04:31.632 - if more people see that this has been updated and this is the 01:04:31.632 --> 01:04:35.306 - definitive guide. That right there. This was really good for 01:04:35.306 --> 01:04:39.232 - them to do right. That makes a lot of sense. You could imagine 01:04:39.232 --> 01:04:43.158 - if that said 1997, that would do the exact opposite, not a single 01:04:43.158 --> 01:04:46.480 - person. Whatever click on this. If that said 1997, right? Unless 01:04:46.480 --> 01:04:49.500 - somebody is doing a college paper to comparing contrast, SCO 01:04:49.500 --> 01:04:53.124 - today versus 20 years ago, well then somebody might go do it 01:04:53.124 --> 01:04:57.654 - just to find all the crap that we did 20 years ago. That is no 01:04:57.654 --> 01:05:01.580 - longer even relevant, but they come in here and take an 8 year 01:05:01.580 --> 01:05:03.392 - old article. Update a few words 01:05:03.392 --> 01:05:07.340 - on the page. Change this to 2020 and this becomes one of the 01:05:07.340 --> 01:05:08.830 - number one. Things clicked on 01:05:08.830 --> 01:05:10.810 - the Internet. And it was written 01:05:10.810 --> 01:05:14.090 - eight years ago. Potentially rewritten and updated a 01:05:14.090 --> 01:05:16.862 - handful of times. Probably most likely, right?