PaulBarrs.com | The Beginners Guide to On Page SEO
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The Beginners Guide to On Page SEO

Today’s topic, SEO: Search Engine Optimization.

When it comes to SEO, there are two ways to look at it. Number one is you have to do this, or, number two, you need to get somebody else to do this. Either way, somebody has to do this. That is important. You are going to learn both this week and also next week that this is one heck of a topic. There is most likely a lot more to this than what you already know. No is the time to learn more!

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The following is an edited transcript of a presentation I gave recently –

Because of time constraints, I cannot give you everything today, so instead will focus on the most important things. There are two different types of SEO, on-page and off-page. Today, we are talking about on-page. Here is the easiest way I’ve found to define the difference between the two, and this is for those of you who really don’t yet know and not yet up to speed on how that works.

Very simply, on-page SEO, search engine optimization, the topic for tonight is stuff that you do on your page. Now that’s my Super Ninja technical term. Stuff, you will hear me talk about a bit of stuff tonight, and it is the stuff that you do on your pages, on your website, in your blog with your actual property that you own, the www.yourwebsite.com, or .com.au, or whatever it might be.

For another day…off-page. That’s what you do off your pages. It’s encompassing social media. It’s talking about linking from other people’s websites. It’s talking about the RSS feeds, and all the other “stuff” that’s out there. Here is the way I like to look at it.

The on-page, you are 100% in control of what you do on your own pages.

What happens out there, we need other people to do that for us for best results. So what you are learning today is the . . . I will say it’s the easy stuff, there is that word again, it’s the thing that you can control. What we will be covering next week is what others control. Now here is the thing. One does not work without the other.

failureMost people fall into a pitfall when they outsource their SEO and say, “Hey, I have got somebody doing SEO.”

Well the problem with that is very simply this –

They usually go straight to doing off-page and just trying to generate something called backlinks, which we will talk more about another time. That’s good, but there is a problem. The problem is it doesn’t work without the on-page, what we are talking about today.

So let’s get straight into it… I am going to go through some basics because I know we have got quite a variety of people with us this evening, welcome.

Here is how it works. The search engine is just a collective database of information, that’s all it is. It’s just a database. We know Google; we know Yahoo; we know Bing. They are the biggest here in Australia, and basically they use some Super Ninja technical stuff, the mathematical algorithms to make it all work.

Well, that’s how they deliver their results to us. We build a website, it gets indexed and added to those results. Fairly complicated process that I just made super simple, but hey, I don’t even need to know it more than that. What I am interested in is how do I get found.

Of course, understanding the process of how it works can help with that.

So people come along, we go to our laptops, we go to our computers, we go to our mobile phones and we search whatever we can. We look for the best results. That’s what the search engines want to deliver to us, those SERPs, search engine result pages, and these are what we call the natural or organic results. They change.

So I am not talking about pay per click advertising. I am not talking about, for example, Google AdWords, where you pay for clicks and you pay for positions. Today, I am also not talking specifically about Google local, the local results that often show in a localized search where you are looking for something, and then with a location. I am not talking about that.

I am talking about the greater percentage, the 80%-90% of the search results, and that is what’s called organic research results. Here is how it works. Number one, we put in our search term, “car service.” I had a friend call me today. We were supposed to be catching up for coffee. He’s working on a project that we are doing together. He had to get some car service, managed to have a flat tire, and well, as it is when your flat tire is flat, your spare tire also happens to be flat also!

If you search for Car Service, this is what you will find.

If you search for Car Service, this is what you will find.

Fortunately, they already had someone, but if not, they would go looking for someone who could do their tires, or if you needed, in this case, service. Position number one is what you are looking for. Number two, in that area, there are the ads related to . . . they are the top one, two and three in the ads, the pay per click ads. Position three, you can see there on this particular search here for Brisbane, there is Ultra Tune, Muriel Avenue in Moorooka. Number three, that’s the local search based on their Google+ Page and its local ranking. Something worthwhile looking at, not the topic for today though, but it often comes up above or at least in the middle of the top of the organic search results, position number four.

Then of course there is five and six. Now, five is a continuation of your paid advertising. Six is just a map, which sometimes isn’t there but usually on local search it is. And that’s what we call Geotagging, meaning it’s going to be showing up in some kind of geographical location, and they are those little things. That comes from your Google+ page, very worthwhile having a good Google+ page along the lines. But what we are talking about today specifically is position number four. You can see it there, and that would just be both scroll down, if I could scroll down. They have a whole of different bunch of search results. This is all good.

Crossing out Plan A and writing Plan B on a blackboard.Here is the problem: they keep changing. Have you noticed? Oh my, have I noticed! Boy, oh boy, oh boy. This is just the fun part of my job doing SEO training. I love this stuff. Every time I get back in there it’s different! I am sure you have seen the same. I am sure at least you have heard of the same. Here is the thing. These days it depends on who you are, what you are looking for, how you look for it and where and what as to what’s displayed for any given combination.

So let me just confuse you. It’s not what you are looking for that determines what your customers see. It depends on how they search, where they are as well as what you are offering in regard to what’s actually displayed for them. So now that I have completely confused you, I will explain a little further. Simply put, different results for different people… yep, that makes it fun.

Here is the thing though. The search engines just want to deliver the best results. I mean they are smart, and they are getting smarter. They really are. We look at the most recent sort of standalone update on its own called the Hummingbird update. Google introduced very much a predictive type of search also allowing for their Knowledge Graph to be part of the search results. In a nutshell, and if you are taking notes you want to jot this down, this is what I always teach my clients when I talk about SEO.

If you are taking notes…. WRITE THIS DOWN!

Normally as users we search for something, and that’s known as a keyword phrase. We are looking for “this”. We type it in, and there it is. Well, Google now does this. Google says, “Hmm, what are they looking for?” That’s obviously what you just put in. Google then says, “Hmm, what else might they be looking for?” Aha, predicting what else we might like to know. And then Google says on top of that, “Hmm, and then what else might they like to know,” and we have our search engine results.

So here is the thing, very smart and changing all the time, getting smarter as we go, but they need help. This is where you actually can help: on-page SEO. I think we need to change that actually and just call it on-websites SEO because it’s not longer just about the page. However, what it is about, and we will talk page for the moment, it’s the relevance. It’s what you want to say, ‘you’ as the website owner, what they are interested in, “they: as the customer. Basically there is that point of relevance in between. And here is the question: are your competitors more relevant to you?

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See, Google isn’t interested in serving up you. It’s not interested in serving up really just the best results. That’s what it tries to do, but that’s not its main goal. Google wants to serve its customers. So if you really want to get serious about your search engine optimisation, you should stop trying to please Google. Stop it. Smack. Stop it. You need to seek to serve Google’s, what? Customers! And that is what it’s all about. And as I mentioned earlier, not just with the page, not just the page that you are presenting; instead, it should be with the whole website. That relevance needs to be across the whole website. However, it’s always a good place to start, where, at the beginning. “To begin at the beginning, to start at the bottom,” we like to say.

Keywords, keywords make up the cornerstone of anything that we do.

They make up the search phrases, they make up the content that we write, our meta titles, our meta descriptions, our page URL names, our headings, our content, everything. So it makes good sense that we should also understand and do some research on keywords. Yes, here’s the thing. You need to understand what your customers are doing, what Google’s customers are doing is we are targeting Google, which most of us tend to do. So we look at something.

Got it? Good.

Got it? Good.

We then look at Google AdWords area called the Keyword Tool, no longer the External Keyword Tool; I need to edit that out. We will have a look at in just one moment. Very simply, what it does is it shows you what people are searching for, and that’s cool. Here is the thing, though. Not all keyword phrases are equal. Single-word terms, so hard.

Someone says to me “Hey, I am a builder. Yeah, I want to get found because I am a builder.”

Really? Good for you, but where are you? What are you specialising in? What kind of building?

And when you start to expand your keywords a little bit further, what you can do then is learn a little bit more about your customers. So you want to go for broad phrases, not ones that are too broad but ones that at least specialise in what you offer and – here is the key – people are also looking for.

So when it comes to that, you want to make sure that you are looking for keyword phrases that you do, but also that people are looking for. And if you begin to consider that intent behind the search phrase, just like I mentioned earlier, Google wants to know what are they looking for, and what else might they be looking for. You start to get into the mind of the customer. So look at those informational searches, not just the keyword phrase but what are they looking for with that, how do I do this, where do I find, what can I. Look at brand or product searches. They are a great way to be found in SEO. Look at also location-based things, and consider testing pay per click testing.

Always get professional advice. I feel like I should be a doctor or a dentist there. “Seek professional advice,” particularly when you are spending money on advertising. And look, just let me throw this in very quickly. This is just an on the side. If you are taking notes, you jot this one down.

May as well toss your money down the drain!

May as well toss your money down the drain!

If you do some kind of pay per click or paid advertising in any area to get people to your website, here is my best advice right upfront. Never send them to your homepage. Never send them to your homepage.

Always send a paid customer, meaning they have come to you through a paid advertisement, to a targeted landing page designed to give them exactly what they were looking for by responding to your ad, in one place with a good solid call to action as a part of that page.

See, the homepage is generally meant to, within one click, send them where they need to be. Well they have already made the one click, and that’s the paid advertisements, so send them to a dedicated page. Now, here is the good thing about those types of dedicated pages. They are also very cool and very, very, very good for standard search engine optimization because they meet a need. They are focused on a keyword phrase.

So let’s explain just a couple of terms that you might come across that you may be talking to others or have heard about. Short and long tail keywords

Here is the explanation, short: one-two words, that’s short. Long, three-six words, okay, but need to get yourself out of that. If you are in that mind, if you are in that set of thinking, time to stop, time to start asking yourself, “Are these things relevant? Do they now satisfy the searcher? What about the competition?” And so on. Here is the thing. One of the reasons why many people fail with SEO these days, is because they are focusing too much on keywords and not on customers. There is a difference. For those of you who haven’t yet had a look inside the Google AdWords arena, go there and click down on Tools and Analysis. You can see that they are in the top menu, and you will find the Keyword Planner.

Look, it’s really very simple. All you need to do is just jot down what you are going to be looking for, in this example, car servicing. Down the left hand side, the far left, little bit below the screen, though I haven’t got it showing there, you can also target geographically your country, good idea. Car servicing, looking for people for car servicing in India? No, I don’t think so. Looking for people for car servicing in Brisbane? A much better idea. To get an idea of the average monthly searches, and in this example, without an exact geotargeting; we have just got Australia, 720 average. That’s an average monthly searches.

Inside the Google Keyword Planner.

Inside the Google Keyword Planner.

Now it says high competition there, but that actually refers to the pay per click competition with an average CPC, cost per click, of $3.94. So putting aside the high, the $3.94 and the ad impressions, just look at the search volume. Hey, there is a few people looking for this, and if that just happened to be a local search that would be like a lot of people looking for this every month for Brisbane for example, for the Sunshine Coast, or Melbourne or wherever you may be. But what this Keyword Planner does is it gives you then some other options, such as car service costs. People might be looking for that. They were in fact. On average, nearly 600 people a month wanted to know about car service costs in their local area.

How about fixed price car servicing? That’s important. Want to go with Midas? Well, not if you’re the competition but good to know how their brand advertising is working. You just found out. This particular research generated just over 800 potential search results. Here is the thing. That might take a few hours for you to troll through those results. You download them all just in the CSV or Excel file, or something like that.

Here is what I suggest you do. If you are doing this yourself – and you can actually do this yourself, it just takes time-you want to generate that whole list for your business, for your product, for your service. If you have different products, then do it for different products and get a massive, big list. Sit down with a cuppa and start going through it.

Keyword Research and Competitive Analysis is a specialised skill.

Keyword Research and Competitive Analysis is a specialised skill.

The, you’ll want to delete from that list everything that you do not do. I define “do not do” with my client’s when they working with me on this by askin, “If someone were to click through to your website by clicking on that particular phrase, and you are position number one in the search engines,” (to which they go, “Woo hoo,” and I go “No, no, no, no, not yet.), “If you were position number one for that, they clicked through to your website and they went, ‘Why am I here? That’s not what you do.’ Would you ever want that to happen?” No! You never want that to happen. You never want someone to click through from a search results to your website and go “Why am I here? This isn’t what I want.”

So you need to build that list and then start culling that list. You will probably end up with, if you really are just ruthless, you will probably end up with around 60, 80, maybe a 100 keyword phrases that relate to you, and they are the ones that you really want to start working with.

Now there are more things that you can do, such as competitive analysis. You can look through various other searches to see, and this isn’t part of this tool; this is just something you can do on Google. Have a look; see how much competition you have got and so on. That’s, I guess, a topic for more advanced training at another time. But what you need to now do is start looking at the different places on your website and on your pages that these keywords and keyword phrases are going to go.

Correct keyword Choice is Essential!

Correct keyword Choice is Essential!

Let’s say you have chosen a good one, you found the optimal lines, not just what you do, but it’s what you do and people are looking for it and it doesn’t have too much competition in comparison to others. So you come to your website and you start looking around. What do we do with it? Well, we need to write a good, powerful, strong meta description. Okay. Here is the stuff that I was talking about, that Super Ninja technical stuff.

Those of you who don’t know what these things are, best I can say to you is just Google them, just have a quick read. But I will tell you the easy way. The meta description when you go to Google something, the meta description is what shows up in the Google search results. It’s on your page, but it’s that part that Google displays, usually just the two lines in dark black text “Hi, this is what we are; this is what we do.”

The meta title is the blue link, and the search results, the description is the description that follows, but it’s done on your page. We will talk about that more in just one moment. The page titles, so important, like headings and so on, but the meta title we are talking about here, they are, I believe, the two most important things. Why? Because they are what people often will see in regard to SEO. That what’s they will see before they even get to your website. So if you have got a crappy meta title and a crappy meta description, meaning, “Hey, it’s all about me, and not about the customer,” they are not going to want to click through. They never even got to your websites. Very important.

Meta Title and Meta Description.

Meta Title and Meta Description.

So we also need good headings. These are the headings on the page that they see when they come through to the websites. Usually this would typically be on most website theme templates like a H1 heading tag, or what’s called a H2. Now just a very quick note on this. H1s, H2s, if you know what I am talking about, you will understand this. If not, good because you don’t want to make this mistake. Do not ever anymore use the same keyword phrase again and again! Imagine you have got a two, three, four-word phrase as your meta title and also your meta description and then the same again with your heading, okay, and then the same in your text links, and the same as the page name, and the same as the content. No, don’t ever do that, not anymore. Need to spread the love. Share it around a little bit.

But these are other important things like the links that you use within the content of your pages, the text. The content itself, that’s the big one. That’s the most important one. You need to present yourself as the expert, as the shiny, bright whatever. It’s so important that you present yourself as you know what you are talking about because customer’s going to come through and just bang, going to believe you or not. That’s where it’s so important.

Let’s now take a look at an example of some “On Page Optimisation”.

Here is my own 'On Page SEO sample' page. Click through to view it.

Here is my own ‘On Page SEO sample‘ page. Click through to view it. There’s also a great video to watch. (note: This page is now a few years old)

In this particular phrase I am targeting, “on-page SEO sample page“. So what do I have here? You can see in the faded text, it’s just where the image is starting to fade out. It says, you are Here / Home / The perfect on-page SEO sample page (that’s the name of the page). Then I have the heading; that’s the title there. We call it a heading because it’s different to a meta title. Then I have just got a bit of text, “I am often asked what are the most important on-page SEO factors. Can you show as a sample page?” I am actually often asked that. This question just comes up all the time.

Therefore I thought I would create one. I did this two years ago and it’s still ranking! Not just because of the content of the page itself, but because of the content of this entire website and the fact that I have planted myself in the expert status for the topic. Think about that.You can LEARN from that.

Now have a look at the second paragraph. I am going to demonstrate what I call the magic half-dozen on-page strategies with some Lorem Ipsum text. Look at the block quotes there. First things first, notice the page title and the page heading. I use my primary keyword phrase as the title, and the heading above is H1. I wouldn’t do that again and duplicate the same thing; this is an old page. Now, I would say the same thing, but I would say it differently in a different order, and then we have got this big, big paragraph of Lorem Ipsum text. Then I have a H2 heading tag, and then I have other things that I use also in this page.

Now, let me say this very clearly. This page has been there for a couple of years now and it has almost no competition, which is why it ranks. Most people don’t go building on-page SEO sample pages, but I did it as an example. If I were to do it again, I do it differently; I would be looking at building a stronger, what I call, a topical content page, which would mean lots of content, related topics or related things to a general topic such as on-page SEO, and I wouldn’t repeat, as you can see here, I have got on-page SEO sample page in my H1 up at the top and then the same thing again in the H2. Oh no, I wouldn’t do that.

Here is one of the other reasons why this page ranks so well amongst 16-Million other results… it’s because of the topical content across my entire website! That’s what’s important.

Let’s now look at some other SEO Ranking factors –

Number one is bounce rate, that’s when people find you through a search engine and they click through, and guess what they do, they click straight back again.

Aim for a bounce rate on NEW visitors of 10% or less.

Aim for a bounce rate on NEW visitors of 10% or less.

Bounce rate tends to show one of two different things. One is, most commonly, it wasn’t what they were looking for, like I mentioned earlier. Or, two, for example, my blog has quite a high bounce rate. Why? Because every time I publish something new on my blog, my subscribers jump in, read it, and leave again. They are already subscribers, they are already customers or something like that, and that’s okay.

So don’t be upset by a high bounce rate. It’s the bounce rate of new customers that you need to be looking for, and you really would like to get that down below 10 – 20%, which means less than one or two out of ten. You want at least three out of every five people looking at more than one page. Bounce rate means they bounce in and bounce straight back out again.

Also, how long do people spend on a website? Now how does Google know this? Are they stealing your Google Analytics stuff? No. Let’s just talk Google for a moment. If somebody is looking for a new product or a new service, chances are, at least in this country, they are going to Google it. That’s the phrase; that’s what we do, or whatever their favorite search engine is. But they Google it, they go, they have a look around, they spend maybe, let’s say, 35 seconds, quickly look through three pages, not what they are looking for. What do you think they are going to do to go and try and find what they are looking for? They are going to go back to Google. So does Google know how long they spent on your site? Yes. It didn’t come from stealing your analytics.

Also, the click-through rate, now this is so important. I talked about a good meta title, a good meta description. That’s what shows up in search. If it’s a lousy meta title and a lousy meta description, the click-through rate is going to be appalling. Therefore, that also affects ranking.

Overall traffic, okay. Google knows clever, clever people who wrote the programs for Google, smarter than me. All I need to figure out is how their customers use it and then I can satisfy them. That’s the key; how do their customers use it? Some others, how does your website appear from a usability point of view? Is it viewable in all browsers? Fortunately, these days any . . . well not any, most modern websites recently built in the last 12 to 18 months, they are going to be accessible in all browsers.

seo-factors

They need to have good, easy navigation, oh good. Let me repeat this, easy navigation. If I was standing in front of you right now, if we were doing this face-to-face with a seminar, I would say, “Everyone, repeat after me: easy navigation,” and usually the first time I ask that that’s what I get: silence. Easy navigation.

Why so important? We want people to spend time on our site. We want them to be able to find what they are looking for quickly, but here is the key, this is what kills it for most people, big, and I don’t know how to say it, but big long-ass drop-down menus. No.

Have them click through to the page, and there are the options, easy to see. One click, and they are where they need to be. That’s what we are looking for.

Same as we want to keep down the error pages, the 404s, they are called. And if you hooked up with Google Webmaster Tools, which we talked about two webinars ago back in the website design section, Google Webmaster Tools will send you a notification if it thinks you have got too many. How cool is that? That’s what I like about Google. They will let you know if they have got a problem. Good for you.

http://www.theworldsworstwebsiteever.com/

http://www.theworldsworstwebsiteever.com/

This also is so important….. Design counts. Why? What does Google care about the design? Well honestly, not that much, but Google cares about its customers, and if its customers think your website sucks, guess what, yeah, you know how that one goes. You have got to make sure it’s a good website, easy as you find your way around.

Let’s just go to Super Ninja technical stuff again for a moment. The Googlebot is just the bot, the program, the little robot, something or other, that crawls the websites and indexes them and adds them to the Google index. Well if there are mistakes in that, Webmaster Tools will let you know. Good to have no errors. We can also have a look and see how Google views our page. Now that’s pretty important. We can look and see what keyword relevant content Google finds. Good thing to get in there.

Here’s the thing – I don’t have the time to explain everything, I don’t even think I understand everything. I don’t need to. All I need to know is what are Google’s customers interested in, and how does Google help me present the best to them. Well, Google’s customers don’t like mistakes. They don’t like pages that don’t exist, and Webmaster Tools will help you understand that. So you do, write this down, you do need to be verified with Google Webmaster Tools, so important.

From the Horse's Mouth -

From the Horse’s Mouth –

Here it is, though. This is the big one, “Mister Ed, The Talking Horse”. This comes as a direct quote from a Google representative. Miley Oye, one of the many who are a face of Google, in one of her videos on Google’s YouTube channel, I think this was actually from the Google Webmaster Tools YouTube Channel, in amongst everything else said, “Creating compelling and useful content will likely influence your website more than any of the other factors.” Now, rumor has it there are over 200 factors, but this is straight from the horse’s mouth: more likely to influence your website than any of the other factors.

So here is what I want to talk to you about just briefly. This content on-page is what you do on your pages. I would like you to come up with-and this is separate to anything in the workbook-come up with a list of about half a dozen good keyword phrases on a singular topic. That topic is what your website is about. It’s what you do. It’s what you sell. It’s what service you provide, but find the best about half a dozen keyword phrases.

I want you to then review your entire website, look at its pages, look at the blog posts, if you have them, and I hope you do, and review them based on that topical content. And ask yourself, “Is everything relevant?” Because it’s not just about a single page anymore. It’s about the relevance of the entire website.

Now you are probably thinking just off the top of your head, “Oh yeah, of course it is,” but when was the last time you checked? It’s not always. Sometimes, particularly if your website has been around for a while, your direction might change a little. But you need to do this. And then with those half dozen or so, I want you to look at things like blogging, and they would become your categories, about half a dozen. Of course, every blog post should also be pointing to a primary page with some kind of call to action. That’s just a very rough guide of how we want to have some good, strong internal links within our websites.

Now, I am going to summarize things here now because I wanted to leave good time for questions. Here is the summary, though. You have got to have a good, clean and tidy website. So very, very important, not just from a user point of view but also from a technical standpoint. And Google Webmaster Tools will let you know if it’s got a problem. Also, your keyword research, so important with your keyword research. You must do it before you do anything-anything.

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The Summary –

Someone comes to me and says, “Hey Paul, can you do my SEO for me?” “Sure, I can. Let’s check out your keywords.” “Oh, I have got my keywords.” I say, “Okay, but I need to research them a little further. I need to check out the competition. I need to make sure that they are the best choices, not what you think, but what your customers think.” That’s the important thing. “Then, of course, the next thing that I would be doing was I would be go through your entire my website.” Just as I want you know to go through yours and you make sure that first and foremost everything is on just ‘one’ topic. If you do sell or you do have different services, then you need to segment your websites for those different topics so that they are easier to find.

Always be looking at the User Experience!

listenAnd I go through the different pages to target a particular keyword phrase or three, I guess two or three per page, and I would look at them and I would make sure that, hey, at least what we are talking about is on there. But here is the thing, and I need to just say this now. I didn’t mention it earlier, but give me a quick show of hands… For those of you out there who are using a CMS of some sort like WordPress for example, who uses an SEO Plugin? Just a quick show of hands. Yeah, okay, I can see that. There are good WordPress plugins for Search Engine Optimization, but some of them have problems because they focus on keyword phrases, the little green light. “Hey, hey, I have got a green light. My keyword density must be right.”

People t think, “Oh, I have got to put it here and I have got to put it here and I have got to put it there to get the green button,” and if you have that particular plugin you will know what I am talking about. But this is what you need to do is forget the keywords and write for the customers. Here’s the thing. If you are writing on topic anyway, your keyword phrases are going to appear natural and relevant in your text, and that’s another thing that I picked up from that particular video I was talking about from Miley Oye. “Keywords must appear natural and relevant in your text,” is what she said.

So then someone says, “Oh, but how many times should my keyword be on the page?” I said, “Well here is the thing. If you are not even talking about what you want to get found on it’s just not even going to be there therefore, it’s obviously not enough because Google won’t even know what you are talking about.

But of course if you put too much of it out there and you just keep repeating your keyword phrase and every time keyword phrase pops up and then keyword phrase and you talk about all these keyword phrase, you look like an idiot!

Therefore, if you are writing and it’s natural and it’s relevant on the text, no problem.

Would you agree with me on that? I hope you would. But you need to go back and make sure, one more thing, just about keywords and content for the website… you also need to regularly add content to your website. Yes, you need to regularly add content. Sometimes people ask me, “How long should that content be?” My answer, “As long as it needs to be to say what needs to be said.

Someone once asked me, they said, “Paul, I need to write a sales letter to sell a particular product.” I said, “Great.” They said, “How long should it be?

I said, “As long as it needs to be to say what needs to be said. Because here is the thing, if you make it too short you won’t sell much product, because you won’t have explained the value. If it’s too long, people won’t read it; they will get bored. They will go away.

The same principle applies to your content, and so do that, and then regularly add content to your website. I do have on my YouTube Channel, I can’t think of where it is at the moment, just a content schedule. It will be . . . I think I actually said your content marketing schedule for 2014, something like that. (Edit… here is the link to my How to Create a Content Marketing Plan video).

It’s a great idea to make it easy for you because here is the thing: if it’s not easy to do it’s easy not to do. We have got to make what we do easier to do than it is not to do, so we actually do it. Makes sense?

questions

I can see I have got a few here. Let me just go through these little bit by little bit, and I will do my best to answer along the way. Okay. We have had a question here, With keywords, it sounds like they are not limited to one to two words. Oh, definitely not, but let me just ask a question here. Well, not so much as a question but make a statement.

For those of you who understand the technical, when it comes to meta titles / meta descriptions and so on, remember I said at the very beginning (I will come back to keyword thing in just one moment), at the very beginning I said, You need to decide one of two things. Number one is that you do this, or number two is you get somebody else to do this. No shame in that; nothing wrong with that. I get help with so many areas in my business to do so many different things.

So back to the question though, keywords, meta keywords. If you are still using meta keywords in your websites, get rid of them; delete them; stop using them; disable that section. Go through your pages and get rid of your meta keywords because what I am talking about is searching for a relevant keyword phrase. It’s a phrase; it’s what people would actually be looking for.

Therefore, you just write that into the text, it becomes a part of the description because it’s what you are talking about, it naturally becomes part of the title, and of course, it’s in the content. But I am guessing that the question here with keywords is ‘are they’ limited to one or two words, absolutely not. When was the last time you only searched for one word in Google and got exactly what you wanted? Chances are you put in two, three, maybe five different words; you might have even asked a question. What’s the phrase, the keyword phrase, within that question is what I am talking about. I hope that answers your question in regard to keywords and how many. There isn’t a limit; it’s what the customers are looking for.

Here’s another question…. “Can I show an example of natural and relevant keywords in the text?” What I mean is natural – meaning you just write about it, what’s the topic, what’s the content, what is it you are trying to actually write about. You see, if you don’t actually write about what you want to get found under, then obviously the keyword phrase is just not in there because Google goes, “I don’t know what this page is about.”

But if you do write about what you want to be found on . . . and we will just use that car servicing example from earlier on, if we were to create an entire page about, and we want to get found under, say, car service in North Brisbane, and you wrote an entire page, and you never once mentioned that you could do car servicing in Brisbane, well, that could be beautifully and naturally written but it’s got nothing to do with what you want to be found under.

Keyword Spam Example

Keyword Spam Example

But if every second or third or fifth word you say had “car” or “servicing” or “north” or “Brisbane”, not only would that be overkill, it would look entirely unnatural which means your customers would think you are a nutter. But Google would go, “Oh, keyword spam,” which of course you don’t want. Okay. So if you want some examples of natural and relevant, the best example is just say what you need to say, but you will know . . .

Actually let me just throw this in, someone did mention this to me, “Copy and paste all of your text from the page just into a Word document, and then whatever your targeted keyword phrase is, do a search and replace, and just replace it with “KEYWORD”, in capital, “KEYWORD”, and as you are reading through, “KEYWORD” just keeps popping, and all those “KEYWORD” just keep popping up.

If it keeps popping up all over the place and it looks really, really, really silly, that’s not natural or relevant. But if you hardly even notice it because there it is, and we are talking about this, and then oh there it’s again, that’s okay. That’s probably the best example I can give. Easy to say what isn’t natural than what is.

Another question… oh yes, we are all getting these. I have been receiving SEO emails lately, which I thought were spam from online marketing companies offering service to improve website SEO. “Is this the case that they are just spam, and are they dodgy and should I continue to ignore them?” Two words: hell yeah! I get those things, and I teach this stuff to the people who do it.

Matter of fact if you can Google this to look it up, I can’t remember when it was; it might have been about a year and a half ago. There is a guy called Matt Cutts. He is the face of Google, and he also appears in many Google videos on the YouTube Channel. And about a year and a half ago someone asked him pretty much the same question, and he pulled up one of the emails that he got, and these people, spammers, were promising to get Google a better place in Google. (There’s the link for you). Seriously? WTF? Really? Yeah. So it is just spam. Chances are they have never even been to your website.

If you have a form on your website, and you unfortunately somehow managed to get yourself on the list that you have a form, then the autobots can automatically fill in that form without them even visiting you. Okay. So yeah, dodgy. Here is my best thing. If someone says “I can help you with their SEO,” and you can’t find them under something to do with SEO, you probably shouldn’t be talking to them. Look, do this. I am based on the Sunshine Coast. That’s where I am right now, and I primarily just . . . I like to have a bit of a quiet life, enjoy myself a bit more now, so I offer my SEO training here on the Sunshine Coast. I do get out to go other places but I don’t target. Just Google “SEO training Sunshine Coast,” and let me know if I am coming up, whatever area you are in. Chances are I have got a bit of an idea.

All right. Couple more questions…. “I had a problem getting on to Google AdWords. I had to create an add account first but couldn’t. Is there any other way to access the keyword tool?” No, there isn’t. But you don’t have to create an ad. I don’t think you did anyway, unless they have changed that recently. I’ve just had an AdWords account so long I can’t remember, but you don’t need to start spending money. That much I am still very sure of. So you can access that keyword tool without having to spend the money. That’s good.


All right, folks, unless anyone has got any more questions, we can wrap up. Thank you so much for coming along,it’s been an absolute pleasurepresenting this information to you, so thank you. (applause) Awesome guys. Thank you. I appreciate that too. I will be back again next month for Off-Page SEO.

Let me just wrap things up and say one more thing. I know a couple of you are struggling with these things and you need to go, “Wow, I didn’t understand any of that,” and that’s okay. This might be the first time you could have looked at it in a bit more depth and more detail.

Well, here is the good news for you. Next month oh boy, it’s even more stuff. But I will do my best, I promise, to help you understand it so that you can do one of two things, and this is my goal for you. Number one, you learn enough to go, “Okay. I want to learn more and do it myself,” or number two, you learn enough so that you can go, “I seriously shouldn’t be doing that,” but when you pay someone to do it for you, you will have a bit of an idea, a bit of an understanding, what they should be doing and you can keep them honest

Thank you again. Thank you very much. Goodnight. Have a great evening. Talk to you soon. Bye-bye.

Remember: When people think of what you 'do' and what you 'offer', you goal is to have them think of YOU!

Remember: When people think of what you ‘do’ and what you ‘offer’, you goal is to have them think of YOU!