SEO Masterclass: Rank Your Website or Blog in Google | Matt Brighton | Skillshare

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SEO Masterclass: Rank Your Website or Blog in Google

teacher avatar Matt Brighton, Designer & Small Business Owner

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

19 Lessons (1h 51m)
    • 1. Introduction

    • 2. Welcome & Class Project

    • 3. What is SEO?

    • 4. Search Engine Ranking Factors

    • 5. SEO Best Practice

    • 6. Search Metrics To Track Success

    • 7. Mobile Design

    • 8. Keyword Research Strategy

    • 9. Writing & Optimising Content (H1, H2, Alt Text)

    • 10. URL Structure

    • 11. Internal Linking

    • 12. Website Architecture

    • 13. Sitemaps

    • 14. Pagespeed

    • 15. Your first 10 backlinks

    • 16. UX Signals (Dwell Time & Bounce Rate)

    • 17. Search Intent

    • 18. Case Study & Demo

    • 19. Conclusion

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About This Class

Understanding the art of SEO can be a mystery to some.

This class explores the fundamentals of Search Engine Optimisation and how you should be ensuring that your website, brand and business is targeting the right keywords and implementing them correctly in the ultimate strategy that I'll cover in this class.

This is a bite-sized easy to understand class that helps move the needle on your SEO results.

What you'll learn in this class

  • Keyword Research Strategies
  • Content Optimisation
  • Technical SEO
  • Link Building (10+ Easy Backlinks)
  • UX User Experience Signals
  • SEO Tools & Software



You'll also learn in greater detail

  • How to target the right keyword volumes, with the right competition
  • How to drive key targeted organic traffic to your website
  • How backlinks affect your website, do they matter in 2020?
  • User experience signals and why they're so important
  • How this is implemented onto a real website (CASE STUDY)

This class is for business owners, startups or if you're a freelancer then you can take the tips in this class and implement it onto your own website. If you also just have a side blog for fun - this is still just as important for you too! You don't need to be an expert to get started and the learnings apply universally regardless of what industry you're in.

At the end of the class, you'll be invited to work on a class project to employ all your learnings into action: by sharing your own SEO content strategy and optimising a a blog post or small piece of content whilst implementing what you've learnt. 

I look forward to seeing you in the class!


Meet Your Teacher

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Matt Brighton

Designer & Small Business Owner


Hi there,

I'm Matt, a London based designer with a degree in Graphic Design. I've worked with some big UK names and international companies as well as small businesses and charities.

I spent most of my time building small businesses and freelancing, having the pleasure of working with hundreds of people all over the world.

I'm working on a series of skillshare classes where I show my process and technique for things like selling on Fiverr, business, design and video.

If you'd like to find out more, please hit +Follow on my skillshare profile, and if you're ready to get going, kick off with one of my skillshare classes

I look forward to seeing you on the other side

See full profile

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1. Introduction: Seo to some, it's a mystery. To others. It's magic. In this class, we're going to dispel the myths and the wonders and get down to detail what it takes to rank organically in Google to get higher traffic, might be building small blogs and websites for just over ten years now and working on SEO. And I've worked with many clients including acquire and in musical theater group in London who have had fantastic results. And I'm going to share with you what I did for them so you can help track your website to search engine optimization is a powerful skill that you can apply to any business, blog or website that can help you rank higher in Google to get more organic traffic, It's a fantastic way to drive traffic to your website without having to have an expensive marketing budget or spend a lot on driving traffic to your website. I'll be sharing insights and ways to optimize your website and organically increased the authority of your business, website or brand. We'll be looking at six key areas, including keyword research strategies and content optimization, technical SEO, link building, user experience signals, SEO tools. And lastly, the software that come with that. This is the class that I wish I had when I was starting out and learning SEO. We'll run through a full website audit to really understand and pick apart what it takes to send those ranking signals to Google in rank higher, class is perfect. If you're an entrepreneur, you're a freelancer or you're just getting started as a small business and you don't need any prior skills to take this class whatsoever. At the end of the class, you'll be invited to submit your own class project, which includes creating a beautiful piece of contact and crafting it perfectly for SEO. That way, I can share some tips and tricks back with you to help you improve the content and take that forward to optimizing your full blog or website. 2. Welcome & Class Project: Hello, and thank you for enrolling in the class. It's great to see you here. Why I wanted to do first before we get into the detail is introduced the class project to you. I highly, highly recommend and encourage you to submit your own class project. And I will happily give you any feedback, any thoughts and any tips and tricks on how to take what we learned in this class and then implement that into optimizing your content to be more SEO friendly, especially in the eyes of Google, the class project will help you take all of the skills that we learned in the class and implement it and take action. The class project is to take one piece of content, whether that's existing or whether you created new that's from or four, your blog or website. And mixing that with the keyword research that you're going to learn in the class and implementing the keyword research strategies into your piece of content. And the best bit is, if you do start to see any great results on your website, then please, please feel free to post that on to the class and share what's happened to your websites since learning the skills in the class. So that's it for the class project. Let's jump straight into the detail and I'll see you in the next class. 3. What is SEO?: Fantastic and welcome to the first class of understanding all about SEO. Seo actually is search engine optimization as the practice of getting targeted or getting traffic from listings in Google and Bing and Yahoo and any other search engine, but predominantly in terms of volume and the amount of searchers. Usually all of that volume sets mostly with Google, say for the purpose of the class, I'll be using Google as my case study. And commonly, SEO involves creating high-quality, Content-Driven value from your website. And many, many, many years ago, SEO is very different. So back in 20102011, when blogs and really small websites were very popular, it was very easy to create a small website and generate five pieces of random content, poorly written, sprinkled them across the web site, and then fire thousands of kind of spam backlinks from a supplier and all of your website. And then within a month or two, you'd find yourself ranking for really high and high cost-per-click keywords in Google pretty soon. And that meant you could monetize that through amazon affiliates, through Google Adsense or different routes that were popular about ten years ago. Now in 2020, it's not that easy. And Google have obviously cottoned onto people creating these poor quality websites. And it's now about a lot more fundamentals in terms of user experience signals to really optimize your website and getting ranking higher on Google. The main benefit of SEO is that you can get free traffic to your website if you rank for good keywords rather than having to pay for ads spend or cost-per-click within Google when you search for something in Google and algorithm gets to work straight away in real-time and works out. It wants to deliver to you what it thinks is the best results. But the big question is, how does a search engine now what is the best results for you and the keyword that you're searching. The first main area is relevancy. I really obvious example of this is if you're searching for cake recipes, then Google is not going to show you how to maintain and manage your garden, for example. So how does we all know who or what to rank for the relevant keywords within that area. And the second comes down to authority. This is Google's way of determining whether a website, whether a particular page is trustworthy and authoritative. And this authority often comes from what is known as backlinks, and that is the crooks and the core area of Mastering the Art of SEO. It's also looks at usefulness as well. You can have a website or a page that is authoritative and it's trustworthy and relevant, but it's not quite useful. And Google have actually distinctly said amongst their guidelines that a piece of content that's high-quality and also relevant must also be useful as well. And that's a really key point that you should write down and remember, another key area is user experience signals that we'll touch on in the class later down. But imagine if you're searching for a particular keyword and Google is not that likely to return a confusing and complex academic paper that has a very high reading agent ability. It compared to a website that's user-friendly, simple, easy to use, and has language that's kinda broken down in a bit simpler. And that all comes down to user experience signals. Now, there are just a few examples of many that we're gonna go through in this class, but that's a very quick whistle-stop tour of they're kind of different factors that make up SEO in 2020 and beyond, Mastering the Art of SEO can be a really beneficial skill and can be hugely beneficial from a financial point of view for business as well. If you have a keyword that has 10 thousand searches every single month, and let's say the cost per click, if you as a paying advertiser was $1 per click. That means that if you had an amazing website and, and all of those 10 thousand people clicked on the website, that would cost you $10 thousand every single month just to get those 10 thousand people onto your website. But if you can rank that organically and get the same amount of traffic, you're getting all those visitors for absolutely free. That means that you don't pay a single penny. The main thing to remember is competitiveness of key words. So the more competitive a keyword is, for example, insurance, the more harder is going to be for rank for that particular key word. So it's all about setting realistic expectations. And when you do your keyword research, which is crucial and we've got a class later on to explore that in more detail. It's all about finding that balance between a keyword that has a healthy amount of search volume, but also that isn't too competitive so that you're not going to spend all of your effort and time trying to rank for a keyword and not really getting anywhere with it. The key here is targeting what we call long tail keywords. These are slightly lengthier keywords with more words in them. But people are still searching for. And if you can master some of those keywords and start to rank for them, That's how you get some easy traffic from Google to your website. A good example here is if you're searching for a t-shirt, for example, harvester teacher, you could just type in the word Hollister. Or people might be searching red V neck, Hollister t-shirt. And that's a longer keyword that less people searched for. And therefore, because it's longer, it's less competitive. And you can apply to any industry any sets of keywords. And that's how you start to drill down from that main primary seat keyword, the kind of more golden nuggets that we're gonna be looking at in this class. Where you can see here is a mock-up of a Google web page. And typically, when you look at the top of the page, you'll see some of the paid search results. Now, studies are starting to show that as more and more people are used to Google these days, that The paid ads are useful and people do click on them. But we all naturally becoming more blind to ads. So people do attempt to scroll past o is actually go to the more organic result. So as you can see here, organic SEO is this huge blue section here. And this is what we're going to be focusing on understanding how to master in this class. And the other thing that we're going to look in more detail as well is understanding how backlinks affect rankings as well. Now, studies do show that the more backlinks a website has, the more authoritative it, it seems in the eyes of Google. If you imagine a backlink, imagine that as a vote, for example. So the more backlinks you have, the more votes you have, you need to make sure that each of these backlinks or votes, if you want to call it that high-quality themselves from trusted websites. Because if you spam your website with thousands of expand backlinks from all over the world. From websites with low authority. It means you're going to have loads of low quality bouts versus one high quality votes from a prestigious website is more valuable. So that's one thing to bear in mind. And when you look at some of the data as well in terms of where web traffic comes from, about 71% of traffic actually comes through search engines, which is absolutely phenomenal compared to 29%, which is going to be through either direct, for example, if you're a big brand and marketing all over the place, people might search for your website more directly. Also, socially is going to be a big part of that 29% as well as if you are the places. So search, as you can see, is a huge, huge opportunity to drive more traffic to a website and build your business. So hopefully that's been a bit of a useful whistle-stop tour on what SEO is generally, if you're quite new to the area. In the next class, we are going to be looking at search engine ranking factors and understanding all those signals that Google is looking at to start ranking your website, be that in the top ten results on the first page. So I'll see you in the next class. 4. Search Engine Ranking Factors: Welcome back. In this section, we are going to be exploring in more detail some of their signals and the ranking factors that help raise the flag to Google or give them a strongest signal of ranking website better and higher own Google. Say, I'm going to break this down into ten different areas and just touch on an overview of each of the ten areas of what Google looks for in your website or blog. Now the first area is content quality. In 2020 and beyond, the best websites have the best content. It's not about creating some awful kind of articles and sprinkling them on your website like we could all do ten years ago. It's all about perfect quality. If your website has loads of pages and loads of articles and layers of content, if it's really bad quality, it's not going to rank on Google. But the big question is, what does quality content look like? Well, studies show that quality content is engaging and increases the dwell time on the page and the retention rate, which we'll go into in more detail in a later class. But what are the main things that you can do straight away? Just ensure the overwriting longer and more content. If your blog post oil main kind of chunky articles on your websites up 400 words long, then it's not gonna help you rank in Google. Studies have shown that within the top ten results of Google typically position one and position two have around one hundred, nine hundred words to 10000700 words between position one and position two. So that's something to bear in mind when you're writing blogs or content to make sure that it's just shy of 2 thousand words. If you go over, that's fine. If you're a little bit under, I think that that would start impact your results. And typically in the more competitive keywords and competitive Nietzsche's, you'll see that a search engine results after the third position, they do start to kind of go down. There's a correlation between the search engine ranking position and the length of the content on that particular page. So you want to be finding one hundred and nine hundred, is that sweet spot in the middle? The second area that you should be thinking about is the content uniqueness. Now the worst thing to do is go onto another blogger website and copy word-for-word what they're talking about in that content. The other thing that Google has cottoned onto as well is spinning content and that was quite popular many years ago. One thing that you shouldn't be doing is taking content from a website and then just changing the odd few words. It needs to be fully unique. Content written by you or someone else can't be close as well to another website. If you have two websites that are very similar, Google has no reason to rank you both in position 12 if you're delivering exactly the same kind of points within the content, so make sure that you're always including something that's unique. That makes it a bit of a USP for your own website. If you have something that's unique, is going to give you a huge leg up on Google. And that's by finding something that no one else is really talking about and that will really make people click. It's not about a catchy title or catchy description or having something that's clickbait. It's actually having something unique that make people search and go, oh, hang on. There where the website is talking about this particular topic. And that's exactly. What you want to find and target. A great way to do this is look in the news, for example, and find any new trends or any new topics that are coming up within your niche and then focus on that that's brand new. For example, podcasting in 2020 is always being just audio so far. One of the new big things coming up supposedly is video podcasting or webcasting. I'm not sure what the new term is, but it's quite new and it's still trying to find its legs. And for websites that do talk about video podcasting first are the ones that have unique content first and are more likely to get ranked hiring Google's straight away, rather than there's websites who catch on in two or three years time, if it becomes more mainstream, where they'll have hard a time ranking for a particular keyword or can amnesia area if that's what they specialize in. The third is made of a shorter topic, but it's making sure that you have crawlable pages. So Google send spiders around your website and they crawl and as many pages as they can. But if you have a huge website with hundreds or thousands of pages, then you need to start thinking about your site architecture. And we will go into that in more detail as well later in the class. But you need to make sure that most of your, all of your main content pages on no more than two or three clicks away from the homepage. That means you have your homepage here. You have main page, Main Page, main page, and then you have your sub-pages coming off of those. If you have pages coming off your sub-pages, then there is a less likely to be crawled and ranked by the fiber crawlers. So anything below that needs to be something that you don't mind kind of not being ranked within Google. The fourth is mobile optimization. This is huge and actually what you should be doing now is designing mobile first is a term that's being used more and more. But typically, when people design websites and create websites, they'll start on desktop screen. They'll stop building the desktop version. And then we'll think about mobile as an afterthought, which means that sometimes things can be thrown together in the best way possible. Whereas if you're designing mobile first and he designed for a small mobile device, you can then expand and scale up for desktop later on. If you do it that way round, you'll start designing perfectly. And that will help improve your user experience signals because the design is better from a mobile perspective. A great way to test your website to understand how it works on mobile is to use the Google mobile-friendly test. And I've left a link in the class description so you can open that open, just checked your website by simply typing in the URL and Google will do a quick check and tell you how good or bad your website might be for mobile, number five is backlinks. Now, many, many years ago you could spam your website with thousands of backlinks and it would rank, obviously now that's not really possible. You need to be focusing on quality and also relevant related backlinks from websites within your niche. So if your website is about gardening, if you've got loads of backlinks coming from tech blogs in China, for example, that's really not going to help your website ranked. It needs to be relevant. If it's within the same country, that's even better. And that's how Google start to understand how they can trust is established for your particular website. And imagine battling, there's a vote so they stronger or the more prominent that particular vote is, the more likely that Google is going to rank q. So one really strong high-quality vote is better than ten or a 100 poor low-quality votes. Six is domain authority. It now this is really closely linked the backlinks themselves, but as you all. Website ages and it has more content on Google. Start to see it as a moral authority of website. You're going to have something called a Da metric, which stands for domain authority. The higher your domain authority, the easier it is going to be to rank on Google. And it does come down to the backlinks. And it's partly a time thing and the content and have everything put together over time. So you're not going to have a really strong domain authority on day one of launching your websites. So bear that in mind. Seven is optimizing and making sure that your anchor text is absolutely perfect weather that's within the backlinks are also within the website itself as well to make sure any internal links and images, everything has got some kind of anchor tags. If it links outside the website with internally within the website. Or whether you've got backlinks outside of the website linking to yours as a backlink, eight is becoming more and more crucial and it's something I focused on heavily over the past few months and my brand new websites in the property sector, and that is PageSpeed. Now, Google does penalize websites and blogs that have a really slow loading time. Typically people's attention span is getting shorter and shorter. So which means that if you are on a mobile device and it takes 12 seconds to load a webpage. There's people allowing you to go back on to Google and find another website. I've been doing it so many times on the move and I'm kind of trying to find something on my phone and taking a page to load. And I think let's go back and I'll find another website. So it's really, really crucial and part of it is making sure that you have a very fast host. And I do touch on this later in the class as well. Nine is keyword usage. We can't forget about keywords, and this breaks down into having the perfect keyword strategy to make sure that you're not targeting a keyword that is too competitive. And also ensuring that when you have the perfect set of keywords or the keyword that you want, that you're sprinkling it correctly across your website and in the right places, rather than stuffing it absolutely everywhere, which is known as keyword stuffing and can have a negative effect on your website. The last point is content freshness. You may have seen that when you're searching for a particular results on Google that actually now displays the date within the listing itself. Which means that if you have a blog or website and you post something that's new, you often see that you get a temporary boost in rankings so that Google can surface it up, see whether people like that particular piece of content. And then they'll move it back down and start to kind of position in the correct place over time. It also means that what you should be thinking about is no more than once a year, maybe once every six months. Maximum is going into your main blog posts or your main content pieces on their website and just updating them, refreshing them, and then making sure that it stays on changes the last modified date that Google know that it's been updated and they can re-index the website and also bring it back up and give you benefit from the temporary rankings, temporary boost that you get from updating webpages. Because what Google don't want to do is show you a webpage at ten years old and outdated on a particular topic. So it is really, really crucial. What we're going to do in the next class is just touch on some of the best practices within SEO and kind of learn some of the basics of what all those triggers to start ranking on Google. So I'll see you in the next class. 5. SEO Best Practice: So we'll come back to the third part of SEO fundamentals. And now in this particular class, we are going to be looking into bit more detail around what are the SEO best practices. Now, I'm going to break this down into nine easy to understand areas. And I'm going to touch on each of those nine areas a little bit and then we're going to a lot more detail on those later in the class. So firstly, number one is to add your main keyword into your content within the first 100 words. The reason why we would do this is along with the other bits that will go into more detail on the title and the description on the page when Google crawlers are on the actual website itself, first 100 words and the very top of the website, how far more waiting than anything else beneath those first 100 words. So you need to make sure that your main keyword is that within those first 100 keywords in the top section of your website, The second thing you should be considering is how unique your title and description are on the website as well as the content and the images itself as well. So we've touched on this previously, but it's really, really crucial that when you're loading images to your website, but also if they are your own unique images, that's even more beneficial. But if you're on Google, don't just go out and find a ranking and copy the title and description and think they're ranking first. So I'm gonna do what they're doing. That's exactly what you don't want to be doing. Remember, have unique content and also make sure that your images, your title, and your description on your website are all completely unique. Thirdly, you should be thinking about optimizing the title tag on the websites. And this is the main title that is displayed. If you have a tab, it's kinda the top title and the tag, or it's the blue title in search rankings. When you're going through Google, if you use something like WordPress, it's really easy to set the type for using a plug-in. And what you should be thinking about is front-loading the key words. Now, what that means is that if my keyword is cake recipe for example, then rather than putting the end of the title, what you should do is put it first. So I would put cake, recipe hyphen, make it Victoria sponge in ten minutes. And that's called front loading. And it means that Google know straight away what your keyword is about. And it's a great way just to kind of boost those rankings signals. And sometimes you don't have to do it. For example, if it doesn't make sense, then you don't have to front load the keyword. It's not going to be the be-all and end-all and it's not going to destroy your SEO strategy. But if you can do it, then you should definitely frontload that keyword at the beginning of the title. The fourth main point is optimizing your website for speed. Now we've already touched on this a little bit, but what you should be doing is using tools like Google. I think it's called PageSpeed, rank our pop, the link in the description so you can have a look at that. You can also use and gt metrics I highly recommend as well. And gt metrics actually give you a score whether that's an a, B, C, D, E, F. And to rank your website in terms of how good or how, how fast or slow it is. It also gives you a breakdown of a, for example, if you've got a hero image that is five megabytes on the website and that's taking three seconds to load that one image, then you can see the breakdown. So you can easily find little areas to optimize your website and bring down the page load speed if it is quiet, kind of heavy and long in terms of loading, Next, you should definitely, definitely be using what is known as the Google search console. It used to be called the webmaster console or something like that. But if you go on Google and search Search Console, then what you can do is link your website to this particular platform. And it means that you can submit your site maps to it. And a sitemap is something we're going to in more detail in the technical section. But essentially a file that tells Google or the links that your website has and it makes it easier to index and rank them on Google. You can also most importantly, get ordered the day-to-day. It used to be in Google Analytics. It's now moved over to the Search Console. But you can see all of the keywords that you're ranking for, where they are in terms of position, how many impressions that those keywords getting your website. And most importantly, it looks at the clicks that you get from those impressions, from those keywords. And that's the most important part and that's how you measure success of SEO. Next, you should be optimizing your images for SEO as well. Now, the first main thing that lot of people use, the know-how is what's called old text. And again, if you use WordPress or you have to do is go into the Edit Settings. I think it's on the right-hand side of WordPress. And there's actually a box that just says alt tags and you can pop in a keyword. Or you have to do is describe what the image is or what's happening in the image. And predominantly this is used for screen readers. So if you haven't used on your website who has accessible needs, then they can go through the website and then they're screaming and we'll tell them what the image is about because they can't actually see it. And this is the same for Google. Now, Google callers can't see an image on your website and understand what it is. So you have to tell the Google crawlers by editing the alt text so it knows what it's about. And this is how a lot of the kind of Google image search results can come up with a keyword that you're searching. I knew the key point that people don't actually know about as merge is making sure that the name of the file itself is also described properly or has a key word on it so that Google knows exactly what it's about. So if you have screenshot 1234 and upload that to your website, that's not as useful as helpful as having victorious Bowden test.js JPEG for example. Seventh is internal linking. Now this is something that is becoming more and more popular over recent years. And what it is, is rather than focusing on to10 backlinks externally from your website, what you should be doing is if you have a long piece of content that's around 1900 words, you should be including links every so often within that particular piece of content, that link somewhere else on your website. So if my website is talking about baking cakes and Victoria sponge that I mentioned, brownies as well. Then if you link to your brownie recipe or your brownie you gonna page on the website, then you should be linking to that page as well. So it means that, for example, like Wikipedia where you can have C keywords and links everywhere you should be doing the same on your website. Maybe not to the extent of Wikipedia, but just having two or three links internally elsewhere on your website can really, really help. And it means that if you have a very popular page that has a great page or authority within your domain. You can then send some internal link juice to a page that is brand new or husband ranked as mature, hazard or hazard lower Page Authority. Second to last is to ensure that you're publishing absolutely amazing content and especially content that is sharable. So this is long pillar type content that is very useful for a reader, obviously has the authority behind it as well and the relevancy. And it has to be engaging using images, videos, audio, snippets, and written in a way that's very concise and simple and easy for users on the website to read and understand. If you're posting academic papers, you're going to have a harder time ranking over a website that has simpler and easier to use language that more people are spending more time can have going through because it easier to digest and understand. And did you know that year on year, the time to create the perfect blog post is going up year on year. So big blog content tracers now often typically take about three hours to create a piece of content. Firstly, planning out create the piece of content and then optimize it with the key words in the structure and the headings and all of the kind of rich media that goes into it as well. And years ago, if you would have heard someone say, you know, I've written 1000 word, post my blog. That would sound absolutely amazing. But, and you know, these times now if someone says I've written a blog with a 1000 words you think is not it, because people have writing more, bigger, more useful pieces of content. So 1000 words now doesn't really sound like merch and kind of 1900 is the new 1 thousand. So, but interesting to see in the future whether as time goes on, people stopped quaint even bigger pieces of content, or whether the trend starts to change a little bit. And lastly, in this section, I'm going to reiterate there. So I've mentioned it briefly in the overview of the class, but we may get into more detail later on on, on backlinks. But backlinks is the big part that I want to end on in this particular class. And you need to be ensuring that you're reaching out to other blogs, other websites, and that you have a backlink strategy in place. Or I have the time or the resources to do it yourself, but you have the money, then definitely consider guessing a supplier who can work on this backlinks for you because those bad things are going to act as votes. And more votes means more authority for your website. I'll actually share with you later on in the class how to get your very first ten backlinks. I'll give you all of those first ten websites that you can go to, to generate ten backlinks to kick-start your website. In the next class, we are going to learn all about Google Search Console, what it does. I'm going to show you through the screens what data is available and how you can utilize it to help find areas where you can improve your website. So thanks for watching and I'll see you in the next class. 6. Search Metrics To Track Success: Welcome back to the next class. In here we're going to be looking at SEO metrics and some of the figures and some of the data that you can be looking at to understand whether SEO has been a success for you or not. What are the hardest things with SEO is understanding how successful your work has been over time and actually understanding is all at work having an impact on your websites. Ultimately, my personal opinion is that it drives down to one single stats and that is how many actual clicks you are getting from Google to your website. You could have hundreds of thousands of impressions. You could have fantastic rankings on page one. But if nobody's actually clicking, then what is the O4? It's especially tough because SEO can take many months to really starts take a positive, strong impacts and measuring that can be really difficult. So I'm going to show you exactly what this looks like on Google search console. Now, as we can see here, this is a brand new website I'm working on. It's my impersonal project and I'm actually trying to get started in the property industry. Now, what you can see here, it's Brian, use all this stuff. So super low budget. I'm starting to generate clicks. I launched the website about two months ago, so it's still early days, but all if my 30 on pages on the website are currently indexed in Google, which is fantastic. And then you can see here that slowly and surely I'm starting to get clicks about two really good days recently where three days actually where I've had three clicks on every single day. So things are starting to take shape. If you had on a performance tab, you can start to see here you've got the breakdown of your average position. The click-through rate, the total impressions and the total clicks. Now, the Meanwhile I'm interested in is total clicks and somebody is a good kind of started off very, very low in terms of volumes. But as you can see here, the purple line is the impressions. And there wasn't really many impressions at the start. So it's only just Stein's kind of gave up over the past month. And as a result of that, we're slowly starting to see clicks off the back of it. And then what you also want to be looking at is the orange line, which is average position. So you can see that the average position of my keywords that kinda been slowly going up from 70 up to mid-fifties. There's 140th, 4949. And then the peak is being a position 40 was my average across all the keywords. So he's kind of slowly increasing over time. Notice the websites don't have ever Google dance at the moment. Say the keywords are dropping off below a 100 and then going back up to the second page, which is quite a common thing to say. And so definitely have a look here and check out what your website is trying to tell you in what you can see from Google. And I can see here that these are all the search terms that websites ranking for it only two months old. And there are a 144 keywords that this website is now ranking for, which is phenomenal. And I can even see here that the top one that's got to click so far is for something called HML hotspots 20-20 or hate America type of property in the UK. And that's already on the first page of Google around position seven. It has 36 impressions and has a click-through rate, which is actually very healthy so far. And of 5.5%, which is fantastic, and that's generated two of all those clicks that we've seen so far, say, This has told, this is telling me that the strategy so far is starting to work. If I can keep pushing that up and start pushing other keywords up, then more people are likely to click on my listings within Google and start to have a look. The next major metric that you can look at, and I'll show you on the screen in just a second, is at referring domains. So this goes to the backlinks. Now, you could have a 100 backlinks, but if all 100 backlinks are from the exact same one web URL, then that's not going to be as powerful in terms of what Google does when you have the very first backlink from a brand new URL. Google puts a lot of waiting on that particular battling. However, if you get a second, third, fourth backlink from the same URL, there are less and less effective as time goes on. More backlinks you got say, it's great to have as many barriers as possible that a high-quality, but you also want to ensure, and you can see here on the screen, and you want to be making sure that you've got a lot of referring domains as well. So that the kind of the first and backlink from each of those domains and more and more powerful. So, and I'm trying to focus on getting as many referring domains as possible. And that's a great way to understand the power and the strength of your back linking strategy so far. So make sure you're focusing more on referring domains rather than the volume of the backlinks themselves. And this goes back to the whole quality facts that Google looking for. The third best metric that you can search and track for your SEO strategy is the keyword rankings themselves. Now, if you've done your keyword research correctly and we'll go into that later in the class. What you can do is not to track those were different programs. So on the screen here I've got H ref, so you can use and SEMrush and I'll link to all these in the class description so you can have a play. There are, and they do have kind of paid plans, but you can also just use their free versions, which for the purposes of what we're doing today is more than enough in terms of what you need. So as you can see here on the screen, the website again, is still very brand new, but it's already ranking for seven main keywords. So as you can see on Google Search Console, Google's telling me that it has a 144 keywords, but I includes all of the long tail keywords aggregated together. But what a hate refs is doing is just looking at the kind of the bigger keywords, the habitus and search volume and just showing me those. So I'm not to you first about the Australian or the US market for me, I'm, this is UK brand. And I'm sorry, ranking for seven really strong keywords. And you can see here to what the search volume. So some of them are quite low but respectable. So 80 searches a month, 6030, good ones here, a 150 searches, 200 searches, searches. And you can see that the cost per click is really high. So for example, if I rank on the first page for property investment strategies, appetizers a paying up to 11. I much rather that's pounds or dollars but of development currency I'm going to assume pounds because this is the UK search results. 11 pounds from one click to get at the very top of pert property investment strategies. And after two months, I'm already ranking on a random position 43. So that would be on the fourth or fifth page of Google. So all I've gotta do is kinda keep on doing what I'm doing and push the up to the first page and then I get all of that traffic. For free, typically what you would do is choose one main keyword, and then that's going to be the hardest one to rank for the one with the most competitions still realistic, but the hardest of all the keywords that you've got, and then you would specify a secondary keyword that you can focus on and then a tertiary keyword. And these are the two key words that have lesser search volume, less competitive is still quite healthy in terms of search volume. And then what you can do is quite variations of the secondary and tertiary keyword. So as you can see here, this is a great example between two different keywords. So you've got how to work out property yield and workout property yield. So similar in terms of the way the keyword is based to different search terms. One has a 100 searches a month and year that has 60 searches a month. So that's what I mean when we're talking about having different variations of a secondary or tertiary keywords. So that secondary key word could be just property yield. And then you start quite more variations of the off the back of it. And there's variations could be the longer tail keywords that we've mentioned already. And lastly, the fourth most important metric that I can teach you about today is user experience. Now, what I want here is Google Analytics and the things that we're looking for really is bounce rates and session duration. Now, again, I'll go into these in more detail later in the class. And this is just a bit of an overview in the first section, but, and what essentially a bounce rate is is how quickly someone goes to your website and then leaves again. And so here my bounce rate is just shy of 60%. It has gone down, which is green. So that means that the lower the bounce rate, the better it means that people are going to the website. Unless people are kind of bouncing back off and more people are spending more time looking around and having a look at the website. So a low bounce rate. You can really tell Google that, hey, people like this size and spending more time on it, therefore rank get higher. We've also got session duration as well. So you can see here my session durations got massively 77% increase. So this is the average time that people are spending on your website. So again, the higher that number is, that tells Google that people like what they're seeing. It also means that it's relevant and useful, as we mentioned at the very beginning. So people and visitors on my website spending just shy of three minutes, which is really good. And it means that my content strategy is working and visitors are looking through the website, the reading or the content of scrolling through, and they are really liking it. And if it's gone up 77% that have made a huge improvement recently. Both of those put together tell Google that's the visitor is in the right place and they've, Google had made the right decision to put your website higher. And then that essentially sage and we rank this website even more higher. So hopefully that was useful. There is the four main key metrics that I'd be following as a brand new SEO enthusiasts to really make sure your website is performing and improving in the way that you want to you based on the work that you're putting on and your website SEO, hopefully that was useful in the next class and the final class of this section, which is the SEO fundamentals. We're gonna be looking at SEO mobile design in a bit more detail and understanding what that's all about. From there, we're actually going to the next section where we start to dive deeper into each of the areas of SEO. And this is where you can take some real, real key insights and take down as many notes as possible to implement what you learn in this class into your own SEO strategy. So thanks for watching, and I'll see you in the next class. 7. Mobile Design: Welcome back to the class. And now in here we're going to be exploring a little bit of detail, mobile design for us, Yeah, and understanding how designing mobile first and really help benefit and boost your website, ensuring they you design mobile first and that your website is very well Nobel optimized can really, really help you get off on the right, start in the right for, in terms of your SEO strategy and actually understanding what designing for SEO actually is. It means that your website is more crawlable, is more user-friendly, and ultimately Google is going to rank it higher in the search results. And the most important thing to remember is that Google crawlers are not humans, so they don't operate in the way that humans usually do. Which means that you need to design and build your website in a particular way that tells Google exactly what's down the page, how it's structured, and make it easy to understand as much as possible. Quite simply, SEO friendly websites get far more traffic because their user experience signals are better and stronger compared to a website that isn't accessibility friendly. For example, finding the right balance between designing the perfect website for a human being, but also designing it specifically to take the SEO boxes on Google is the interesting, fine balance and coming sometimes quite difficult to achieve. But if you have the harmony between telling Google exactly what it's about, instruction your content perfectly for the search engine versus delivering a great user experience on your website. The two together is the crux of ranking better on Google. And ultimately that will increase the strength of your own strategy. So we've already touched on one of the great things you can do already, which is changing all the alt tags of your images. So if you have WordPress, for example, just had gone to the settings when you're editing a parish to click on edit image. And there'll be a little box there that just says alt text. And all you have to do is explain what the image is about. It means that Google crawlers now what the image is about. And also if you have users on your website with accessible needs that their screen readers will also know what the image is about. Another thing you should be considering in terms of your design is hidden content. So this used to be quite an old design and popular thing that people hadn't websites. But if you remember there was draws or their nose are known as accordions and it's where you have a box on a website where there's a small connect click or dropped down in it shows you more content. They are horrible for Google crawlers do not use them whatsoever. You wanna make sure that all of your content and especially your, your key content and key pieces of information on your website are displayed clearly and not hidden away in elements such as accordions, draws, and toggles where it naturally kind of hides and shows the content depending whether the user clicks on it or not. Google can use to understand how to interact with an accordion or draw bet sometimes. And it can be a little bit confusing for Google Search, it's best not to use them altogether. And another great thing you can do is provide transcripts. So if you have a podcast on your, your brand, for example, the best thing to do is use a podcasting kind of writing service and now actually type what the commentary and the transcripts of what happens on the podcast or on the video. And then all you have to do is post that onto your website is a huge piece of content, especially with a 60 minute conversation in a typical podcast episode. That's great for SEO because Google will see all of these words. It will know it's a podcast episode so you don't have to SEO optimize it too much or go to overboard compared to a typical contact post. But it means that Google will have all these extra bits of keywords and content in there that's going to be really, really helpful. And lastly, you should consider site architecture. We touched on this a little bit already and I'll mention in a bit more detail. And then there is actually a full class that goes into properties. I want this, but psi architecture is absolutely crucial. So what you want to ensure is that the top main homepage that you have is then propped up by only a few kind of main sub-pages beneath that. So you've got your first layer, which is the homepage you secondly, which your sub pages. And then beyond that you can have more kind of sub, sub pages coming off the second layer onto your third layer. Anything below the third layer of your website becomes too hard to navigate in terms of both Google and for a normal visitor. So you need to ensure that all of your prime key content is within those first two or three tiers of your website rather than buried on the fifth, sixth, or seventh year. So if you run an e-commerce website, for example, what you don't want to do is have, for example, you have your homepage, then you have home and furnishing, then you have gardening. And then within gardening you have power tools and everything. Power Tools, you have Sanders as five layers below the homepage, which is not what you want to do from an SEO perspective. So the key point here is having simple architecture on your website and making sure that your pages are structured correctly, It's going to be really, really beneficial to you on Google. And to conclude, I'm gonna finish on mobile design that we mentioned at the very start. So ensuring you have the best mobile design incorporates all of the previous points. But what you should also consider another reason why you should be thinking mobile-first is now in terms of the world, about just over 60% of traffic online is through mobile devices. Many, many, many people to devote half a mobile device nowadays. And it's really key way to search, whether that's through voice, whether that's through tapping on your phone. But it means that over 60% of the traffic to your website will be mobile, which means you need to design for the majority of users rather than thinking just about desktop, which is now becoming the minority. And especially as we go into the future, that gap is only going to widen where we see more mobile traffic and less desktop traffic. Therefore, designing mobile first can help future-proof your own business. And by understanding that and planning that from a strategic point of view. And that concludes the SEO fundamentals section of the class. Next, we're gonna go onto the first main Deep Dive area, which is keyword research in here we're gonna go into a lot of detail and I'm gonna take you through some tutorials with the Screenshare looking at how to research keywords, understanding the metrics in terms of competitiveness and cost-per-click. We're then gonna go on to looking at long-tail keywords and how to find errors and spend them off of your main keyword. And then lastly is choosing that keyword strategy based off the primary and the secondary tertiary. And of course all the keyword variations underneath those to make sure you have the strongest and the most successful keyword strategy possible. So thanks for watching, and I'll see you in the next class. 8. Keyword Research Strategy: Hello, welcome back. As we deep dive into keyword research strategies, now on a basic level, understanding what a keyword actually is. Simply searched her, someone that your typical user or visitor would search on Google to then find your websites and then click onto it. For example, I've used take recipes as an example through the class. They are fast. If I wanted to type in how to bake a victorious sponge, then that's a keyword or a search term that I would search to find. Some of them are Google. The keyword within that really is Victoria sponge cake. So that's really what a keyword is. In a nutshell, the main key to having the right strategy and the right keyword research strategy is making sure that you don't just pick random keywords out of the air that you personally think are the best keywords possible. You need to be looking into the data. You need to be understanding the search competition and the cost per click the search volume every single month. And that will give you a really good view of whether the keywords you're targeting are going to be worth your time or not. For example, if you had insurance products that the big banks pay a lot of money for up to $60 or 60 pounds for a single click and insurance niche, if not more. So if you're trying to target the word insurance, you are pretty much not going to rank for it for a very long time compared to these banks who spent a lot of money on their SEO strategies. Or if not, just pay for it, the key and the balance is finding the right mix of a keyword that has a healthy search volume so that you actually get traffic for the keyword, but also one that isn't too competitive that it's not going to take many years of hard work and a huge chunky domain or authority to rank up four. So you're going to be somewhere in the middle where for example, the website showing you that I'm working on at the moment in the property sector where you can start to show signs of ranking on Google very quickly, which is that one has done and even get some FirstPage rankings for some of the key words within a month or two. So I know that if I stick at that for another six months to a year and we're gonna see some fantastic results on the website because I know that my SEO keyword strategy is absolutely spot on. If you do choose the right keywords and plan your keyword research trashy correctly, then that means things like your site architecture, optimizing the content on your website, having mobile-friendly design, it's all really going to help boost your website and it will make all of those extra tax that little bit easier because the keywords that you've chosen are the right ones. And I'll help you to ensure that you do choose the right keywords. So the first check I'm going to show you is a super quick, easy way to find some killer key was to start with. So let's keep the theme of a Victoria sponge cake. So if I want to type in Victoria sponge cake, so you can see here Victoria sponge, hey, I know that that is going to be quite a powerful keyword in itself. It's probably going to be very competitive. We'll get into that in a bit. But already you can see here that if you go to the homepage of Google, Google have the auto suggest tool. You may or may not have noticed this before, but Google try and kind of preempt or understand or prompt what you're about to search. And actually this is just based off of what everyone else is searching. So for example, Victoria sponge cake people are searching. Mary barrier. If you didn't know Mary variations of famous person on TV in the UK on a baking program. That's why she's coming up. Tesco is a supermarket in the UK. Victoria sponge cake with strawberries. Now that's a really nice one. I'm going to remember that one in mind. And Victoria sponge cake decoration. Now you kind of have the main keyword of Victoria sponge cake. But actually now writing words like width strawberries, I wouldn't have actually thought that with strawberries decoration history, that's quite an interesting one. That could be a nice piece of content that you could write there with plain flour, tens with butter, cream, calories. So there's lots of interesting kind of seed keyword ideas here. And it's a great way to start. Obviously at the moment, we don't have any data with these, so these could all be very highly competitive. Keywords are not worth searching. But let's take the two I actually really like is already Victoria sponge cake. And then let's also look at Victoria sponge cake with strawberries. And Victoria sponge cake decoration will do that upstairs. And we're looking at is a bit more detail on all three. And then we'll see what the data is. A great way to do keyword research and look at some of the data you can go to Google ads. And then within Google ads of sits, primarily used as an advertising platform. But they have something called the Keyword Planner. Now you against that, it's completely free to use toll. Just make sure you sign in with your Google account and you can have a look in search from the keywords. I think it's a great start, but the Google Keyword Planner isn't the best in terms of taking a seed keyword and suggesting loads of other keywords to you. Now another website you can use is called Uber suggests. And this is another tool where again, there's paid plans with the website, but you can also just use the free version of it and it's another great way to do some searches. Again, some of these states will be different to what we've seen on SEM rush. But let's have a look. So as you can see here on the screen, I've gone for new keyword, which is proxy investment will kind of shake you up and find new industry. So property investment is kind of the overarching key words. So think of this as the primary key word. So I actually quite like this one. It's got 9,900 and search volume, so it's high and it's healthy, which is good, it's not too high so that it becomes unrealistic. You look at the difficulty that's in the middle, so around 40. And then the cost-per-click is three pound and I am going to ignore the pay difficulty. But what this tells us here, the three pound and eight figures, it has commercial viability behind the keyword itself. So if this had a cost-per-click of 25 pens, it means that advertisers are paying next and nothing to get one click on Google unpaid advert. So here it is showing that it's a popular key word. It's got good cost-per-click. It's not too difficult and it's got a healthy search volume. What we can then do is if you had down onto the page, you can see the keyword ideas section. So straight away we can already start to see that this is the kind of post-investment keyword is 40 in terms of the difficulty which you can see here on the right-hand side. But also what we can see here is that it starts to go green and actually the keywords get easier and easier. And this is a prime example of what I mean by long-tail keywords. So if you imagine your primary one is property investment. And then you can see here property investments in the UK, property for investment UK property investment news. And let's have a look at all of the keyword ideas now because I'm on the free package, you won't show the entire less, but it'll show the kind of top section and that's more than what we need today. So now we're looking at the more keyword. What you can see here is some of the ones that we saw on the previous page, but you start to scroll down. There are some interesting keywords coming out in the mix here. So let's look a little bit further down because now we've got the big heavy keyword with lot of search term Locks search volume every single month. While wants to do now is just find the key words somewhere under a 1000. That's quite nice and easy to rank for. So profit investment courses could be an interesting one. So if you're creating a website, you want to educate others that could be interesting one, you could also look at location-based keywords. So you've got property investment Liverpool. I think this is a fantastic one. Hair property investment for beginners. So that's what you're wanting still on a website, that's a great longer tail keyword and that would be a fantastic secondary keyword. And then in terms of a tertiary key word, again, you just want to keep going down. Usually anything under 300 I think is a good tertiary keywords. You've got big primary, around 10 thousand searches, keyword difficulty, medium. You then have a secondary key word, keyword difficulty, kind of at the top end of easy, it needs a little bit of work and has a search volume of somewhere around 1000 or less. And then the tertiary key word, which has a search volume of around 300 or under, and then ideally has a difficulty of around 250. And so we can see here that property investment began as 23, absolutely bang on around 320, and it's fantastic. So to summarize this part of the class, the main things you need to be doing when searching for keywords is using proper tools like, a hate refs, Uber suggest that we're using here SEM rush, keyword searches, and many of the tools that are available on the market make sure that you are choosing keywords based on primary, secondary, and tertiary mixture of different requirements, say mixture of search volume versus keyword difficulty. And again, the main bit around your keyword strategy is making sure that you have a realistic expectation of the data that's in front of you. So don't all get a keyword that's too difficult if you have a brand new website that's only seven days old versus if you have a huge website, it's ten years old and you're already ranking for tens of thousands of keywords that actually going for the more difficult ones, maybe a better strategy for you. It kind of depends on a personal level and where your business and blog or website is at this moment in time. So I hope you find that useful. Feel feature count the software, and I'll see you in next class. 9. Writing & Optimising Content (H1, H2, Alt Text): What's the essay or writing? Essay writing is planning, creating, optimizing your content to ensure that it's optimized perfectly within Google to send the strongest signal for your chosen keywords. And the primary goal of SEO contexts, ensuring that you have that strongest chance possible to rank organically years ago, you could write any old rubbish and put it onto your website and you would rank somewhere not too bad in the Google search results. Whereas these days, there are a lot more indicators in terms of creating fantastic content that is value-driven for your users. So you need to make sure that you have. Obviously we've covered fantastic dwell time and bounce rates, but you need to make sure your content is engaging, that it's unique. And then this is the final stage here where we're looking at putting in some of those more technical indicators that Google is looking for. The main key to remember is that you can't just rely on a technical indicators. And if your content is rubbish, then it's not going to rank from an SEO perspective no matter how well you optimize it in terms of your H1 headings and descriptions, et cetera. So SEO writing in a nutshell is amazing content mixed with the SEO technical writing. And both together is amazing content that's going to help you rank better and higher on Google in terms of coming up with some content ideas is really, really hard thing to do to think of all these blog posts and all that kind of content ideas. You can head to Q and a time websites, for example, you can go into Google, as we've seen in previous classes, and then scroll to the bottom of the page and you can see the little bit, the bottom that says other people searched for dot-dot-dot. Some of the keyword tools also have some really useful kind of question based keywords as well to help you kind of write articles and content based off of that as well. So what Yahtzee really is, if you have a brand new website, plan, five to ten big pieces of content that are a minimum of 1900 words. And what I'm going to show you in this class is how to then optimize and tweak it and lay out the actual content itself that is optimized perfectly for Google. One of the main things to remember is that even though we are going to be aiming for about one hundred, nine hundred words in the content. It cannot be filled full of fluff or rubbish. It has to be all quality driven content. So now we're going to jump onto the screen and I'm gonna show you exactly how to layout and structure the crooks of your content. And this is a really easy way to remember it. So let's have a look. So I've drawn this little diagram for you here. So the first main thing that you should be looking at is the website title, and we mentioned this in the previous class, but you need to make sure that your keyword is in the title tag. And if possible, remember to frontload the keyword that. So if I had here property investing for beginners, that would be my main title and main key word. You can put your brand name into the title. You can put a kind of longer title. It'll be at part of the question or biggest statement. And just make sure it's there and it's at the front. The next area is the URL itself. So there are two ways to do this, and we have a class specifically on URLs and keywords in a bit more detail. So I'm not going to touch on it here. But if possible, your domain should be related in some way, shape, or form to your main keyword. If not, if you go under a completely different or undistinguishable brand name and that's still fine. There's not too much of a difference these days because Google has so much day to a knowledge around what is linking to your website, kind of puts all the pieces together and understands weather. Particular brand is linked to a certain industry, so it's usually not too much of a problem, but if you can do it, then fantastic. Then we move on to the very top of the page. So what you should be doing straightaway is having a H one title. Now this is heading one title is essentially HTML formatting. So if you're not quite up to speed with HTML formatting is just give a quick Google. Any common website builder these days be that WordPress BY that Squarespace or Wix, for example. Make it very easy to do or you have to do is you'll see a little drop down that says paragraph and you can change the type of heading that it is. So you have to make sure that your keyword is that prominently and front loaded into the H1 title onto your page itself. Next up is as we start to hit the kinda paragraph body copy of your content. Now the main thing you should do out of the full one hundred, nine hundred words is make sure that your main keyword that you're targeting is in the first 100 words of that content. The next we move on to images. Now, the best thing to do here is make sure that you've amended your alt text on the image that tells screen readers and Google crawlers exactly what the image is about. Now, you can either describe what the image is doing or what it's about, or you can use a keyword in here as long as it makes sense and would still be a useful keyword for someone who doesn't have a screen reader, for example. And then lastly, the main thing you should be doing is making sure that once we have done a one title and put a keyword in there later down the content. If you have any form of subheadings, you should be marking these as H2 subheadings. And then also including the keyword that you're going after B that within wrapped within a sentence or statement and put up further down the content. And what you should make sure is that once you've got your h one at the top of the page, a lot of the kind of big SEO tools now recommend that you don't use more than one H one title within the entire content of that one page on your website. So I have one h one at the top and then any other headings used them as H2. Now, what I'm gonna do is actually show you a bit of a live case study that I personally been working on on my property based website. And I'm going to show you how this works in practice. So here we are, my little personal projects and I'll show you a bit of a live data of how you actually put all of that together. And my website is laid out little bit. Definitely another explained to you why have actually done here. So as you can see here, the big title here. Now this will usually be a Hadrian title. I've changed my HTML formatting so that this is H2. And actually if you can see just below this smaller grey title, That's actually my h one title. So when a Google color goes through, it looks at the H1 and the keyword obviously here is property investment strategies. I then also included some nice other little elements that you should consider, say, adding how many minutes it takes to read it. I've seen that kind of on a lot of different websites. I think it's a nice user experience feature and it sets the expectations upfront for the view on the website, and then also when it was written. So this is really crucial because Google will find that particular date and display that within a search result. And that's what we're talking about, content freshness and that's where it gets the date from. Then we go a little bit further down. Chapters can be very useful. It's a great way to structure the content and Google loved chapters. And then as we go further down, as you can see here, I include in the first main 100 words of my content, let's find it, it straight away. Write that property investment strategies. And that's actually within the first 20 or 30 words, but you can do it within the first 100. Now it's not a problem whatsoever. We then go little bit further down as possible, the body content. And then you can see here that these are my head h2 headings that go into a bit more detail in the certain areas. So what this website, what the ticking the page you're telling Google is that the main keyword is property investment strategies. But within those strategies in the UK, you would have a bite to let investment. It's a little bit different in terms of what we call it The versus the US. But you go buy flat which is worn and other one is called a house of multiple occupancy. A little bit further down is serviced accommodations or Airbnb, for example. And actually what this is doing is it's a bit of a new concept, but all of these individual keywords link to a form of property management strategies. So even though the headings don't say the word pops, investment strategies all over the place. They're all related and linked so that I have to spam the same keyword everywhere, but long as this belated, it has strengthened impacts on this particular page. So I hope you found that useful. In the next class, we are going to do a really quick overview of URLs and what you should be doing in terms of your URL structure on your website. 10. URL Structure: Welcome back. In this class we're going to have a very quick overview of using the right URL structure within your website and your pages in particular, and especially for your main prime piece of content into your pages and making sure that optimized correctly. Now, URLs are really, really important and Google has an entire section in their guide around the importance of URL structure. Now you may notice when you're browsing around a line, if you do your weekly shop, for example, online or particular websites is really bad in the e-commerce sector. A lot of websites have really bad URL structures. They are absolutely all over the place. They make no sense and it's not legible for a human to really understand what it's telling you. So keep me, it's simple and keeping those keywords in the URL is absolutely crucial and that's what we're going to go through. Tip number one is remembered to use hyphens in between any words. For example, in the previous class, we looked at my property based website and what you'll notice is that it's a forward slash and then it would be property hyphen investment hyphen strategies rather than forward slash profit investment strategies. And the reason behind this is because Google doesn't quite know where a word starts and ends, and there's a bit of an assumption going on there. Whereas when you put hyphens, it makes it a lot easier. And Google actually recommend this rather than using at underscores, for example, any other kind of special character. So hyphens are the ones to use. The second tip is making sure that your URL isn't too long and too lengthy. So you don't have to be doing is having your forward slash, how hyphen do hyphen, hyphen, bake, hyphen, a hyphen cake as little bit long-winded. Whereas you could just put forward slash bake a cake. And it has the same impacts on Google. The sweet spot in terms of having the right leg is about 50 characters overall within the URL. So you don't maybe too long, short ones are absolutely fine, but make sure it's not too long-winded. So that means that it has to be visible, clear, and transparent in terms of what the website and what that particular page is all about. And what you should be thinking of is user experience at the heart of everything here. And I've actually created a small little example here. So as you can see on the screen, say, oh, you've got the title and the tag that we've gone through before, keyword in the URL. And if you have low level pages on your website, the best practice here is having your homepage that kept it UK forward slash best hyphen, SEO hyphen format. So it's really clear, it's really simple. It tells you what it's about straight away, whatever that keyword maybe. Versus if you had something like forward slash product 172623, question mark, ref and equals 20, that's not very useful for any human being. It's especially not useful for Google. So and definitely don't do what the big e-commerce websites are doing. The third and final main tip that I want to get across in this video is including a SSL certificate. This is a security certificate that Google now looks for and it means that your website is encrypted and it's secure. And it means, for example, if you process card details and that is done through a secure manner. Not too long ago, Google actually made a huge change to that Chrome browser where any website that now doesn't have an SSL certificate automatically pops up a big warning screen telling that particular user that the website is potentially unsafe. And as you can imagine, that's going to have a really negative impact on your Google rankings. So make sure that you have an SSL certificate. Any good web host, we'll provide them for free and include them with your domain, for example. So my hosted WPS hosting was Lincoln description. If you'd like to check them out, they're fantastic and they have unlimited free SSL certificates with every single domain that you host with them. That's everything for SEO friendly URLs. In the next class we are going to be exploring internal linking in a bit more detail. 11. Internal Linking: Welcome back to the next class. So in this form, we are going to be touching on internal linking and why it's really crucial feel back linking strategy and Joe overarching SEO strategies. So we talked a little bit about why battling is very important from other sites because these essentially act as boats. But one thing we can definitely start to utilize is actually within your website or blog. So on your webpage, for example, your homepage typically is your marriage to authoritative page out of the mall and any or the lower page, maybe lower authority. So the best thing that you can do is start to link between your pages to kind of send some of that link juice between the higher authority pages, the lower authority pages. Now, this really helps Google as well because it tells Google and helps me build, kind of navigate its way round the websites. And things just make a little bit more sense for the quarters if you're internally linking in context between your different pages. For example, if you, if you have a website on baking cakes and one pages about Victoria sponge cake. But then you mentioned an alternative solution which could be brown is if you link between those two pages, it's just a little bit better in the eyes of Google, a great way to understand whether your not leveraging the power of internal linking yet it's actually to use the Google Search Console. So if you had under the Google Search Console, you'll see that there's something called internal link indexing. And what that does is it shows you a list of all the pages on your website that have the most versus the least internal links. Therefore, if you have a page that had lots of links and a great domain authority, you can start adding more in-context anchor links to that lower level page. And that really helps kind of even out everything on your website. Now I'm going to show you an example here on my own website and this will make it a little bit more sense. So let's jump right in. So this is the property investment strategies page that we saw earlier. So as you start to go down within the first 100 words of the article, actually you can see here straight away that as I start talking about the main point investment strategies and which will maybe best suited to you with the pros and cons. And knowing these helped me create my property business plan, as I'm talking about property business plan, I also have a page about creating a property business button. So all I've done here is quite simply linked to that particular page. You can see that in the bottom left corner of the screen that it looks at the party business plan page. And there's a little bit further down. Let's try and find another one. I link to the same page again, but with the anchor text is here rather than the main keyword. Again, poultry business planning and really promoting it on this. Well, let's see if we've got any others on the page. You don't have to go too crazy with it. Let's have a look. I've also got one here. So later kind of piece of content in this series I have is about understanding where to find the best areas for a particular type of housing. And then I've just quickly jumped onto the Google Search Console to share you how to target particular pages that are a little bit weaker. So all you have to do is head onto the search console. And then on the left-hand navigation just had two links. And then on links here, you can see where my website links outwards the sites that link into me. And then you can have a look at some of the anchor tags. But what we're really interested in looking for here is all of the internal link. So if I just click on to this page here, you can see the top internally linked pages. So quite naturally my homepage is the kind of most linked page. And that's because every other piece of content will have a navigation menu linking to x. It also includes those as well that also be in the footer as well. But I'm really interested in understanding. Let's have a look down here. So there is some smaller pages that I'm not too fussed about, but I can see here I think my pages are actually quite well linked, but as you can see here, the best ones has 45 links and another one has 40 altogether. So that means that this one here where it says 40, it means that there are 40 locations across my entire website where you can access that particular page, which to be fair here is quite a strong they are. And I think that's a kind of kudos to the way I've managed my site architecture. But if you get on this list and you see that one particular page is only accessible from ten links in your website, and the top page has 500. Then you know this huge room for improvement there, whereas here it is showing actually all the pages are quite well. Links are quite well accessible within the website and they're accessible from many, many places. There's supposedly a thing on Wikipedia where you can literally link between two random topics or phrases by just using their internal links. That's how strong their website is. You don't want to go as overkill is Wikipedia, but you kind of get an idea. That's everything for the keyword and content optimization strategy part of the class. Next, we're going to be going into detail about site architecture, Sitemaps and PageSpeed and a lower level. So let's wrap this one up here and I'll see you in the next class. 12. Website Architecture: Welcome back to the class spreads slowly approaching the halfway mark. Now I hope you found it really useful so far and that you've got loads in there. You're more than welcome to head back and look at some of the previous classes and just kinda recap on some of the next. Otherwise, if we get to the end of the class, I'll recap everything for you. Now we move on to the more technical and the more complicated side of SEO. And this is the bit that people kind of overlook because they can't quite get their heads around how things work. And in this particular class, we're going to be looking into website architecture and why it's really, really important. So now that we've got a fantastic website, we really understand how to craft content beautifully for Google and understanding how those user experience metrics makes such a huge impact. One aspect that we can't neglect is the technical side. You do not need to be a technical master whatsoever, but just having a basic, fundamental understanding can really, really help you Boucher website. But a lot of the competition where they aren't optimizing on this particular strategy. Website architecture, in a nutshell, is just making sure that your website is built in a way where the structure of all the pages that you have is very simple and also flat. If you imagine a huge organization and they'll have the CEO at the very top or the chairman. And then they'll have maybe ten different kind of C-Suite members within the board. And then underneath each C-Suite person, you might have another ten teams here, ten teams that attend, teams that, and then under each of those ten teams, you've got senior management teams under them. You've got management teams and then you've just got assistant teams. And actually you have this huge complex structure. And that's why big companies are very slow. There's a lot of red tape and it's kind of quite difficult to navigate your way through and kind of get things done. Versus imagine a small company, a startup, for example, where you have kinda the main CEO, a business owner, and then you have just a few people. And there may be a few people underneath them, and that's it. And it's a really simple, easy to navigate structure, exactly the same way in Google. So Google callers do not want to be spending their time getting kind of opened down each branch of that hierarchy within your website. Google wants to see a really simple and flat structure. So here's the really important tip of this class. Make sure that your site architecture has no more than three core layers to it. Anything below the third layer, crawlers are less likely to search an index within Google. So if you have a piece of content that's ranked four or five layers down, I wouldn't expect too much in terms of SEO results, especially for competitive keywords and the more difficult ones. So there are three reasons why website architecture is so important. So the first one we have covered is that it makes it easier for Google crawlers too, around your website, index it correctly and it knows what the website is roughly about. Reason two is around domain and page authority. So again, if you have a huge complex structure, if you're linking internally correctly internet the right way, there's a lot of pages to kinda spread all of the authority around. Whereas if you have a flatter structure, that means that your link and domain and Pedro authorities spread a bit more evenly across the website, which can do wonders. And third, as we've seen on my website, having a flat, simple structure makes it easy both for Google crawlers but also for a normal human user on your website and navigate around and find pages. And if you can link everywhere, if different pages, that's how you keep people engaged and interested. So by the time they get to the bottom of an article, they see a link to another interesting when they read that they really like, and then they just continue and read the next one. And that's a great user experience signal that Google love. That's everything for website architecture. In the next class, we are going to be going through sitemaps, what they are, what they do and how you use them within the Google Search Console. 13. Sitemaps: So yeah, we're gonna be going into detail on what sitemaps my that really beneficial for your website and why they can help you rank within Google Better. Site maps have been around for a long, long time. It's really easy if you haven't website with WordPress, for example, or even with Wix or Squarespace or one of the kind of build yourself type websites. They usually generate a sitemap for you. My website is based on WordPress, so I've just downloaded the Yost SEO plug-in, and then from there it generates a sitemap I've submitted to the Google Search Console. Let's jump in and I'll show you on the screen and a bit more detail. So as we can see here on the screen, this is my website forward slash sitemap underscore index.html. So on here, it actually breaks it down into four separate sitemaps. You've got one must have sitemap, and then it nicely arranged everything into posts, pages, categories, and post tags. Say for the purpose of this class, what I'm gonna do is just add on to the post sitemap because that's where a lot of my key pillar content sets rather than all the kind of lower level pages like the terms, conditions, the disclaimer policy, privacy policy, policy for example. So here you can see on this particular page, and when I go into the post sitemap, then links the main pages that I've created so far. So the website is really new, is not huge, doesn't have tons of pages in terms of content. I only have six main pages itself. But what you can see here is that it just lists it all down, links to it tells you how many images are on that particular page and then when it was last modified. So this is really important information because when Google's looking around all of the Internet all over the world, it may mess particular pages. So what your sitemap does, it sends a really clear signal and signage of what's on your website and what it should be looking for. And what you need to do is take the main sitemap link had onto the Google Search Console. Now, I've already done it here and it's already kind of being indexed. But when I first created this website, I submitted the sitemap and within a day, maybe about 40 hours, the website was fully indexed on Google, which is the fastest I've ever achieved a website being indexed from being Brandon, You say, if you look on the left-hand navigation, if you just had on to Sitemaps, and then it will load this page that we can see here. So Google can see that there are four sitemaps under the master site map, as we've seen already. And it has different amounts of discovered URLs. So what you can then du is going to see index coverage and just double-check. And this is really, really important because what it can do if I just like these, it can tell you whether you've got errors with your links on your website, whether it's valid, but there's a warning on it, and whether they are valid and indexed and whether you have excluded ones because you've specifically marked as a no index page, which I think one of mine off from memory. So I can see here that there is one that's being excluded and it's saying that it is curled but not currently indexed. So let's have a look at why that one is. So on here. Okay, so this is one of my actual quite key pages. It looks like it's being on and off. And now look at this. This is really a bit of a bell when I link it with the SEO data. So the website is kind of dropping off Google and then coming back into it. And this is known as the Google dance. So when Google isn't quite sure where to put your website, it will kind of run kit somewhere and then it will drop off the face of the earth. And then it'll get again. And we can see that's happening here is when I first launched the website, there were lots happening in terms of this nature. And then they're all indexed. And then this particular page, worlds being d index a few times and then it reappeared. And then it was d index for four days. Now it's reappeared. So it's just a bit of a dance and I'm not too concerned about that. But if you have lots of pages on your website where there's loads of errors and there's problems with that, then you should be paying attention to that because Google is giving you the answers to the homework around how to index as many pages as possible on your website. Thanks for watching. I hope this was useful. In the next class, we are going to be getting into a really, really important factor, which is PageSpeed. 14. Pagespeed: Welcome back and welcome to what is one of the most useful and powerful bits of learning, but you could have within a class. So we're going to be searching on page feed and why this is really, really important. Now, I have never in the past being able to truly master the art of PageSpeed and Google Now for huge emphasis on it as kind of attention spans become lower and lower. The crooks of having a faster website is more and more crucial. And that means that the faster websites typically rank higher. One bad habit I would always have is that I would buy a really chunky, kinda custom-built theme on what are the kind of big websites online. And then put that big, heavy chunky theme onto a shared hosting server. Dot cost me no more than $5 of a five pound a month. It was really cheap. And the Pokemon is, there's two things that one of the really chunky heavy theme, that means there's lot of loadings of kind of heavy bits that Google and the servers need to load to display the website. And then secondly is the sieve as themselves. If they've allowed me to be loads of rubbish websites, then the server itself, he's going to be really slow in terms of its response time. It's a bit like having a laptop or a computer or phone that's full of loads of junkie, often slows down and it's exactly the same with servers, there's no difference. So the reality and the key point here is that you get what you pay for it in terms of service space. And I highly, highly recommend WPS hosting. I've had my website with them for the past few months. I think they're absolutely fantastic services, brilliant. The key thing is they purposely underload their servers so that it's not full of loads or websites, which means that your website loads really, really fast. And I found incredible results with mine. And I'll show you in the demonstration. If you want to really cheap hosting planet, I can guarantee that your website no matter how hard you try, no matter how hard you try and optimize it and build it correctly, it's going to be slow. And in terms of the eyes of Google, every millisecond counts, there are three main ways to measure the page speed on a website. Say whether you try Google PageSpeed Insights, whether you tried gt metrics,, and there are different ways to measure to understand it. So bear that in mind when you're kind of learning a benchmarking with this, the first main way is a fully loaded page. So this is from someone typing in the URL to loading every single element on the page that you're loading. So that's the first way of measuring PageSpeed. The second is known as first time to bite. Now this is when you type in the URL for the website. It's the time between that versus the very first byte of loading your website and then measures just that's, that's usually your server response time more than anything that it's testing. And then the third, and I think he's the most fair is something called the time for Meaningful Paint. Now what this means is that it contacts your server and then it loads the website, starts loading those first few bites. The time it takes to load a form of your website, it's not quite complete, but enough to be usable and to see the content and to see the images fully without loading everything else in the background. So that's what a user can start scrolling and reading. Well, it's just doing those last few seconds of loading. And I think this is the most crucial, probably one of the most important that you should be paying attention to. There are some really easy tips and tricks away from the actual server and the host, which is really, really crucial and making sure that you don't have a heavyweight theme. You can also make sure you're on WordPress. You can download a plugin called smush. And this particular plugin takes all of your images on your website and compresses them. Without reducing the quality too much. Which means if you've got some really heavy hero images on your homepage, then you can shrink them down to be lighter and therefore the load faster. You can also use plugins such as W3, Total Cash. And there are other ones on that where they essentially kinda purge all the cached on your website. But you can also minify your HTML and CSS code. And what minification means is that when developers write code and there's tons and tons of extra lines in their minification or modifying and shrinks all of that code to try and reduce the file size of the hard-coded elements of your website. We've already mentioned the hosting, but I highly, highly recommend using a fast host that focused themselves on PageSpeed. For example, with my house W pecks hosting, there's a link in description to check them out. Second-to-last, you can also use browser caching. You'll find this within plug-ins such as W3 Total Cash. And what that means is that when the user loads your website and your browser will then store some of the elements within that. Then if they come back in the future, because a lot of these elements are already pre-downloaded and pre stored. It means it doesn't have to go to a server on the other side of the world to get that data set and come back to you wherever you are in world. And lastly, there are things known as content delivery networks or CDNs. And what this is, it means that if you have a website in the US and you have a UK viewer, having a CDN means that rather than that UK viewer having to contact us datacenters and back to the UK, the CDN essentially stores it on a server more local to the UK person. So UK person makes a call to your website rather than going all the way to the US, that core simply goes to a mirrored server in the UK, which means it's a quicker response time and therefore everything delivered and loaded a lot more quickly. And one of the great websites that you can use that I've mentioned these GT metrics, now, I've got it here, it's gt And what I'm gonna do is show you how my website Kony behaves now this is the only website ever built in the past ten years, there has really been superfast in terms of the page breeds speeds. So if I type in, typically I've probably vesting that Canada, UK test my site. And then what this does is it goes to my website, it checks everything within an analyzes it, and then it gives me back a score and some areas where I can look to improve. Brilliant. So now it's loaded. What we can see here, this is really interesting. It has been a lot better before, but as you can see here. So there's a YSlow score has different ways of doing things. But once go, I go and a, which is 90% here it's saying the page B, which is the Google metric is 70% are a great. See, it loaded the full website in 7.7 seconds and it's 2.5 megabytes. So the definitely a little bit of room for improvement is being better in the past. But as I'm, as I'm adding more and more to the website is getting more chunky, so everything here is pretty good. I'm getting A's everywhere. The main thing that I can focus on here is optimizing my images. So he's found a few here where it can reduce. To be fair looking at this, they're not huge reductions. I can reduce it by a few kilobytes and the few bytes here and there, but nothing crazy. And also there's one here that it's saying that I have a particular image that can be resized, so nothing too much to do there. And otherwise the page load pretty quickly has been faster than that before. But this is a great way of kind of understanding how you can improve your own website too. And improve the page beak. The higher page speed, the more chance you've got a ranking higher for more competitive keywords in Google. So check it out, have a go yourself. The next class is going to take you through actually how to get your very first ten backlinks now show you ten websites where you can easily start to get them. Say by the end of the class, you'll have your very own first ten backlinks to your website if you don't have them already. So I look forward to seeing you in the next class. 16. UX Signals (Dwell Time & Bounce Rate): Welcome back to the class. In this section, we're going to start exploring a little bit intensive user experiencing as we start to near towards the conclusion. I hope you found it useful so far. Let's jump straight in and let's start talking about bounce rate and dwell time. Now, I touched on this at the beginning of the class in the kind of fundamentals, basic section. But here we're gonna go into a lot more detail around how and why it makes a difference to your website and ultimately to your SEO strategy. And when a lot of people think about SEO and SEO strategy, typically they think of backlinks. They think, Oh, potentially, SEO, copywriting and crafting a content that we've already gone through. And less people kind of go through the details of user experience metrics which Google now use as a kind of high ranking fighter. So the first May metric that you should be focusing on and analyzing and understanding is what's known as dwell time. Now, dwell time is very simple, is essentially similar landing on your website and then it's the amount of time typically that the average user would spend before then going back and then looking at under the search results or leaving both gathered and leaving Google and then kind of looking around the internet. And is really crucial because the higher the dwell time it means that uses all more engaged with your website that reading more content and especially as a part of that dwell time, if they are looking at loads of pages rather than just one, then as a huge shoes signal as well. So what you want to do is create really good content that's crafted in a way that's engaging and keeps people hooked. So a good thing to do is understand how Hook's work in content to capture someone's attention, keep their attention, and then keep on going from there. So good way is tell someone what you're gonna tell them, tell them, and then tell them what you've told them. And within that structure, you can have hooks to keep people interested along the way. You can also use rich media, images, infographics, videos, for example, or to keep people reading down rather than just having a page full of endless text. The second is bounce rates. Now, the definition of this has changed in recent years and it used to be if you use a spent less than 30 seconds and write back onto Google and that clusters is a bounce. Now the modern definition of a bounce rate is someone who goes onto your website, has no other interactions. What so ever, and then they go back to Google. So if they're not click on anything it down interacting or scrolling down the page, that network classes a bounce. Therefore, the lower the bounce rate, the better, which means less people are kind of going on your website. And then going away again, it means that the lower that bounce right, more people are engaging and looking around your website, which means it's very rich in the media and it's very engaging, which tells Google that if I save this result up the rankings, then if a user spends more time and there's less bounce rate than Google's making the right decision, which sends a strong positive signal. And he's going to only increase your website rankings. Typically the top three results in Google have around 45% bounce rate. So based on the way users are online, you're not going to have a phenomenal kind of 10% bounce rate. It just doesn't really happen online, but anything around 45 is pretty much world-class. One great thing I do all my own websites is chunking down the content. Now we've seen in an earlier class that when I have huge kind of pieces of content, typically over 2 thousand words, I have chapters, which means that it's really easy for someone to skip the bits that they didn't want to read through. And it just makes it more digestible and more easier to understand both for humans and for the Google crawlers as well. The best way to check both your bounce rate annual dwell time is by including Google Analytics into your website. So if you have a WordPress site, for example, it's really easy just to download a plugin and you go into Google Analytics, you should get your tag that is known as you insert that tag or code, that's your unique profile, Google Analytics for the website. Pop it onto the WordPress plug-in, and then it links the two together. And it means that data can flow between your website. And then to Google Analytics where you can track those kind of metrics. And example of using really strong hook in your content can really increase the engagement and increase the dwell time that people spend on your website. So May 1 think that you can do is understanding what is a hook and how does it work? The first main way that you can generate your hook is by being counter-intuitive. So you can always find pieces of content online that would say, here's why, five reasons why you should eat fruit every single day. Where you should be doing is doing something counter-intuitive to that. And instead, what you should be saying is he has five reasons why you shouldn't be eating. It can be something that's controversial, kind of goes against the grain and makes people question, hang on. That doesn't sound right. And immediately if pique their interests, and that is what helps people stay engaged in content by having that interesting at counter-intuitive juxtaposition. And other one is asking kind of rhetorical question. So you could ask someone a question where, for example, here, are you afraid of burning cakes or do you always burn your cake when you're baking and instantly, that is a problem for a lot of people who are not good at baking. So that person looks at the content and they go, Hang on. I always put in cakes, yes, I wanna see what the trick is. Is there a magic trick to stop burning all these bakes, goodies I'm making on a weekend. And the last way to generate a really good hook is something that's attention-grabbing using a number or a figure. So you might see this in a lot of headlines that grab your own attention. So it could be, here's five easy ways to do X, for example. And if you have a number or an odd number, something that isn't quite rounded, it often grabs people's attention. They just go onto the piece of content, have a look through for those seven tips again, to the kind of burning a cake example, you could have an ASCO that says, he has seven tips of how not to burn your next k you call your next Brown is. And that would really help generate some extra interest into your content and make people click on and then stay hooked around it. That's everything for dwell time and bounce rate. In the next class we are going to be looking at search intent and kind of breaking down the four key areas that people search in ten and what keywords meaning Google. So I'll see you in the next class. 17. Search Intent: We'll come back and now we're going to be exploring the whole world of search intent misses the second path user experience signals so that the standing when you get your keyword strategy in place, understanding what people are searching on Google and the intent of that keyword is really crucial to end position the content on your website. A great way to bring this to life is a good example around baking that we've had in the class so far. So imagine someone go sums Google and they type pen quick cake recipes. Now, what they're not going to want to see at the very top is a two hour length, the kind of recipe class that they have to go through. Therefore, the intent isn't quite there between what they're searching versus what's been shown. Therefore, our cooking class, he's not going to be shown for a quick cake recipe. And that's really important because it does affect bounce rate, which means that if the search intent isn't correct, then the visitors in the users from Google going to your website are more likely to bounce back because it's not quite what they were searching for. So you could have the perfect website in the world. But if search intent wasn't, there wasn't a thing, it would mean that visitors against her website, realizing, hang on. I don't want to to our baking class or just want a quick ten minute recipe. So they go back on to Google and then find something else, say are the key point of this is that understanding the search intent behind the key word is going to help you craft the right and correct content for your website to ensure that when customers and visitors do land on the website, the intent is correct, and that's how you then keep them engaged. A good way to do this and get some basic inspiration is to head on to Google and then go to the bottom of the search page after you've searched for a term. And what you see little, little box that says people also search for and it gives you about nine or ten different suggestions as a great way to get started and understand the intent of some of the search questions and queries. So search intent breaks down into four key areas. And the first area is informational. Now these are all questions or I'm trying to ask a question and find an answer. So it could be how many calories are in a cake, How to Start a Podcast, or in my examples, the best ways to invest in property. So people are searching for something and they're looking for an informational answer. Which means in this type of content, you can create articles where you answer that particular question. The second is navigational, and probably one that you'd want to steer away from unless you're focusing on a local SEO strategy, but this is navigational. So this is where people are looking for directions, opening hours, for example, where's the nearest Walmart? What's the opening hours of this store down the road or even things like Twitter login or Outlook login or when people are trying to find a website, created a login somewhere. So and you want to stay away from those kinds of search terms. And because you can't really craft content around logging into your website, the third main category is commercial. So this is more on an e-commerce basis and people might be searching for night trainers, traveling camera, or the best smart phone in 2020. And these are very specific keywords where people are looking for a huge informational help article. They're actually looking for tangible products and product reviews that they can then review. And then by, say, if you've got an affiliate website for example, where you have Amazon affiliate links, then this would be, these were the kind of key words that you would target rather than huge informational how-to or answering a question piece of content. And then the last category is transactional. This is where people are particularly looking for that product reviews, for example, this is quite linear in terms of the search intense. It could be that I'm looking for flights from London to New York. I don't want to do is go into an aggregator and find the best price. I don't need to look at reviews. I'm going to look at write-ups or recommendations. I definitely don't need huge amounts of help content. I just wanted to go to a website, look at the flights, find the prices, and book the ticket. So really getting to grips with the four types of search intent can really help you craft your content properly for your website to ensure that you don't model those categories, which means that people did come to your website that then stay for a longer time. And that's how it really impacts your user experience metrics. What I want you to do is just have a think about your own website and the keywords that you're typical visitors would search for and then how your content matches the intent of those key words. If you go back to the keyword strategy with Kate created so far, if you look at the primary keyword, the secondary and tertiary keyword, just have a think about what kind of search intent sits behind those three main keywords. You know, is it information or is it transactional, is it commercial? And then put that together and that will help you really solidify your keyword content strategy. That's everything for the user experience section. Now we're gonna go into the final bit, which is a few case studies of personal work that I've been working on. I'm gonna show you some case studies of websites to impact. It's had how we targeted search and keywords. And then we're gonna go on to the final conclusion to wrap up everything we've learned in the class and kind of put everything together in one place. 18. Case Study & Demo: So we'll come back to the penultimate class of An Introduction to SEO. So what we're gonna do in this particular class is go through a bit of a deep dive in a case study of a project that I'm working on at the moment in the property industry in the UK, creating a brand new website from scratch. And I'm gonna take you through the content I've created, wave created in a certain way. Some of the tips and tricks that I've done within that content and how it all works in the website. And then some of the early results that I'm seeing so far on some of the SEO software tools to show the promising direction where the website is heading. So if you jump into the website here, so this is my kind of project website I'm working on at the moment. And the main key where that this website is ranking for is the term property investing. Now, this particular term gets just shy of 10 thousand searches a month. So it's kind of my primary keyword that I'm trying to aim and target for, it's gonna be quite a difficult one. I don't expect to get there anytime soon. I'd like to think within six months, I'll start to see it roughly appear on page nine or ten of Google. And, and then over time it will slowly start to creep up is my website builds its brand and domain authority. So I've installed here on Chrome and something called Mars bars. If you ignore the WordPress bar just in the middle here, this bar just above is what's called the Mozilla, and it's from You can download it and add it as a plugin to Chrome, absolutely free. And it just gives you a little bit of a snippet of websites. And you can see here it's brand new. So I have a page authority or temperature is really good for a brand new website that is a month and a half old and it's fantastic. Domain authority is three, there's loads of time for that to improve. I think a really solid positive start, which is good. And why I really wanted to do is just add on to this little icon here, which is the page analysis. Now, what you can see here is this is what crawlers would see you when, when they go into the website. And this tells me that I've optimized and built the website correctly. So you can see that the Brahman is called What the flip property investing. Because typically you'd flip a property. And this is little bit of a play on words. We have kind of tongue in cheek brand, but as you can see here, the main key word is in my own brand name itself, property investing. And I've just put learn about UK property afterwards. So you've got the main keyword in the page title. The key word is in the domain. And then when you get on to the meta description, so this is what displays and the little black snippet of text on the search results, and learn how to get started in property investing. Keyword is right now in the UK, discovered the world of Python at HMOs and property development. So really simple, really short and sweet, and includes all of the keywords in the areas that we've covered earlier in the class. And then as you go down a little bit more, you can see meta keywords aren't, it's important these days, Google doesn't pay as much attention to what it used to do five years ago, for example. And you can see here one. So I kind of tweaked it a little bit, but I've gone to UK property investing. So it's still targeting the word property investing level. So I did UK because that appeared in the searches. This is more of a kind of gamble on the secondary and tertiary keywords, but that's they're not triggers the h one, so that's the heading on the page. All of my H2 titles are kind of big mixture. And you can see here start investing in property, property investing. Property investor. Loads vary, variations here you can see props, investment journey as well. So yeah, H2, you want to be kind of diversifying what those keywords on the longer tail keywords. And there is a little bit extra around italic. And bold isn't can be important. I bowled a few words here and there. You can kind of see things like Getting Started, My name's their property investing and there near the wall as well as the alt text that we spoke about. So I have a lot of emojis on the website. It's quite a bit of a brand things ignore those, but you can see here that the old text and has things like what the flip property investing logo property investment. Else-if that prophecy, business plan investment strategies. So there's kind of loads of keyword floating amount. So this is really strong star and it's sending strong signals to Googlers result. And the way that I've really started to utilize this website and rank quite well on Google so far throughout the month and a half is by increasing this six part guide here. So what you can see is, for example, I've created one about property business plan. So I think we touched on this potentially earlier in the class, but there's main keyword and it is property business planning gets a few 100 searches every single month on Google in the UK. And I thought it's really nice keywords targets. So as you can see here, the URL is really simple and it's just forward slash property hyphen, business hyphen plan. And you can see here, this is my one key word here has a property business plan. And then I break the content down into chapters so it's digestible. The crawlers like humans like it. And then as you go through, you can see here, let's have a look for it. There's the keyword in the first 100 words at the content, as we mentioned earlier. And then as we start to go through, I have things like and kind of checklists and bullet points and kind of very clean formatting. And I've also kept the width of the page quite narrow to encourage people to keep reading down with no distractions on sidebars, for example. So there's lot of designing that's gone into this as you start to go down. And there are lots of questions and this is why we're saying with the hooks and kind of keep repeating, keeping people reading down your website. So here's very simply how do I create a property investment business plan? Someone might search that on Google rather than just the word property business plan, they might search how do I create one? And this will really send a strong signal to Google because Google knows that within my webpage there's a section on how do I create one, and it puts the two together. As you can see, there's another example here which you should outsource my property business. There are loads of questions all the way through the chapters that kind of keep people engaged and kinda keeping one reading. And then a really nice important kind of end part two as I always end with a conclusion to kind of summarize all the contents of this goes back to the tell them what you're going to tell them, tell them and then tell them what you've told them. And that's how you structure content and websites. And this is a big summary of everything that this article teachers, they've just as about. And then as you get down to the very bottom, there's also a call-to-action to head on to the next path. So I've kind of built this as a six part series of kind of how to get started and property investing, which means people are more likely to start in the first and kind of go through the series as they start to kinda read and learn more through the website. Each article is full of value and it's really value-driven, is designed in a really clean way. And of course, the website is designed to fit perfectly on mobile devices, which is really crucial. So let's have a look at some of the data that we're seeing so far on the website bear anymore and he's telling me about a month and a half old. So wrong Google search console at the moment. And let me just enable these in the performance section on the left-hand side and the navigation. And this is where if you link up your website correctly, you'll have all of the data. Now what this is showing us is that because it's quite knew some of the data is missing early on, but the purple line here, my impressions are starting to increase really well. It's been a little bit of a drop recently. And the blue line is where I'm starting to get clicks, which is really good because I'm starting to see more and more now, which is fantastic. And as you can see here, my website is already ranking in Google for a total of a 144 keywords. I've chosen my primary keyword, the secondary and tertiary and if can a few around that. But because of all its content, I'm writing Google is finding my website and ranking me for loads of other random terms I haven't even thought of or considered or found in kinda keyword research myself. For example, here if I changed this to see them all. So I can see here that the key word that's driving the most clicks so far is HMMer hotspots, 20-20, and that's a type of house in the UK. You can also see here from a physician perspective, where Google is ranking my website. So I've got two terms on the first page now. And they're not really drag many impressions, but as you start to go down, you can see here is 36 impressions, ten impressions, 22. So things are starting to kinda take traction and this is kind of showing really positive sign if I'm ranking for that many keywords in a short amount of time. I also have a free account on H as well. You can see here. So as you can see, my rank has shot up from a 171 million in the world to 61 million in the world, which is really good. Because you can see here, I'm actually ranking, it pulls out the really big keywords that are kind of very important compare to all 144. And these keywords have good search volume. Some of them aren't too crazy, but you can see here prophecy business plan, great example, 80 searches a month, nothing crazy. It's easiest to rank for. I'm already ranking on position 31 after only a month and a half, which is great you, so I have no fear. We're worried that he's going to get to the first page eventually in Google with a bit more time and more effort, more backlinks to kind of vote the website upwards as well. You can see some other terms here. So property investment strategies, I'm on the fourth page. So we're gonna go on buying property or limited company that's got 200 searches among the and pretty much mid to end of the seventh page. So you can see there's some really good signs and I'm really happy with what I'm seeing. Give it another six months and write a few more articles and the website will definitely start to run code. So all I've done is implemented everything that I've taught in this class. I've implemented it onto the website and I've got this far, I'm starting to generate some traffic and build an email list, which is great. So hopefully that was really useful to see alive and working example and especially one that isn't too far down the line, one that's quite new. There's still room for improvement and things that I could do better and there's loads more needs to be on the website. It's going to keep pushing it to get to number one and get to the top spots on Google. I really hope you've enjoyed kind of going through the class so far. I've tried to brain dump as much knowledge as possible on what I've learned about SEO over the past ten years. And of course, I'd like to give you a reminder to make sure to submit your class project, which involves you writing a beautiful piece of content is written from an engagement point of view that also incorporates hooks and the structured in an SEO friendly way. And I'm more than happy to give you some tips and tricks and some feedback on that class project that you submit. So please don't forget submit it. Thanks for watching and I'll see you in the final conclusion of the class. 19. Conclusion: Welcome to the conclusion of the SEO class. I think we've led lots throughout all of the lessons. I hope it's been incredibly useful for you to see some of the live examples, to go to the data, explore some of the tools that are out there in the market. And I hope that you can take some strategies and connect new knowledge to implement a real killer SEO strategy for your business Brown blog, website, whatever it is, you have to try and craft the best strategy possible to rank organically in Google and reduce, if you're spending money on ads and reduce the ad project. We've gone through some of the traditional methods of SEO and then some of the more modern kind of changes that Google have introduced and gone through. The reasons why if something useful, some are not and kind of waiting that Google puts on different particular elements of SEO, including user experience signals and especially backlinks. We've also learnt how to structure content, and that includes making sure it's engaging and readable from a user experience perspective, but also from a technical SEO perspective. Looking at the page title, the meta description, the H1 heading, h2 headings, bolder type keyword, and then showing you put your keyword in the first 100 words of your content. And that content typically is around one hundred, nine hundred words. And this has all been broken down into a few key areas in this class which started with the SEO fundamentals and the basics, keyword research strategies, content optimization strategies, technical SEO, link building, user experience signals. And then most importantly, the Live case study to show how I've implemented all of diets, my own personal project, and how you can do the same to you to rank higher in Google and get more organic traffic to your website. Remember to submit the class project, which includes writing your own piece of SEO content up to 1900 words that structures perfectly including the hooks and engaging content. And then also making sure it's targeted for SEO, focusing on a title, a description, H1 headings the keyword in the first section of the content and putting everything we've learned together. And I'll happily give you any tips, tricks, and feedback class project that you submit here today. Lastly, I just like to say a massive thank you for taking part in this class. Please leave a review on skill share and let other people know what you thought of the class. If there's anything that I can improve on, that would be great if you loved it and please let me know that as well. And also please follow me on skill checks. I have loads of classes coming up. I've also got previous class on how to make money on fiber and how to freelance on the platform and build your own side hustle business. So also go into my profile and check that class out as well. Thank you very much for watching. I wish you all the best in your SEO journey and I hope you see fantastic results. If you do, please get in touch and let me know. Thank you for watching and I'll see you in my next class.