SEO Planning & SEO Optimization for New Websites | Jared Gardner | Skillshare

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SEO Planning & SEO Optimization for New Websites

teacher avatar Jared Gardner, Passionate about digital marketing & SEO

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

    • 1.



    • 2.

      Getting to Know the Course Docs


    • 3.

      Keyword Research


    • 4.

      Creating Seed Keywords


    • 5.

      Expanding Keyword Research in Google Keyword Planner


    • 6.

      Exporting and Formatting Keywords


    • 7.

      Grouping and Theming Your Keywords


    • 8.

      Mapping Keyword Themes to Pages


    • 9.

      Intro to URL Writing and SEO Metadata


    • 10.

      Assigning Primary Keywords and Writing URLs


    • 11.

      Writing SEO Metadata


    • 12.

      Creating Copy Docs


    • 13.



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About This Class

In this course, you will learn how to do all the SEO research, planning and optimization needed for a new website. This course is structured as a guided project, I'll spend more time showing you how to do things than teaching the theory behind it. Each section and video is a bite-size chunk of the project that you can complete between videos.

You will be guided through the process of planning SEO elements for a new website, including:

  1. Perform keyword research
  2. Create keyword themes and groups
  3. Plan out a page inventory and site map
  4. Optimize URLs, and metadata
  5. Optimize on-page content
  6. Audit and Launch a new site

This course is designed for marketers and entrepreneurs at small businesses and startups. If you are the one person responsible for a new website, this course is perfect for you. You don’t need to be an SEO expert, or even have any SEO experience to be successful.

Two templates are provided for you to help structure your work. The first is a Google Sheet workbook with pre-formatted tabs and tables to put your data and research. I've included both a blank and populated version of this workbook. The second document is a copy doc, this will be used to work with copywriters and designers to create the content of each page, this document will have one example page populated for reference. Throughout the course we use three free tools:

  1. Google Keyword Planner  
  2. Merkle’s Search Engine Results Page (SERP) Simulator

The key benefits and outcomes of this course will be:

  1. Understand how potential customers are searching for your products and services
  2. Create an optimized page inventory for your new website
  3. Create a content creation framework to work with designers and copywriters

Meet Your Teacher

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Jared Gardner

Passionate about digital marketing & SEO


Hi, I'm Jared. I teach digital marketing courses on Skillshare, primarily around the topic of SEO. 

Over my career, I have lead SEO teams across many verticals, focused mostly on Global 2000 brands. My superpower is navigating corporate structures to do the incredibly unsexy work that is SEO. Currently, I am VP of Growth at Human Interest where I help scale demand generation. Prior to Human Interest, I worked for various high-growth software companies and at an agency, helping major brands like ASICS, CenturyLink, and Bosch Appliances grow their search footprint.

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Level: Beginner

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1. Introduction : Hi, I'm [inaudible]. I have been doing SEO for over eight years. I've worked at both agencies and in house positions, working from company sizes ranging from fortune 500 to venture back startups and all the way down to small businesses like your local [inaudible] and your local restaurants. This course is really thought up from a time when I was working primarily with local businesses, and we found that local businesses typically didn't have the marketing department or the resources to be able to play an SEO optimizations into the base of their website, and in turn, we would get us to put SEO optimizations on top of the website after because already built. This course is really designed for the small business and entrepreneurs, think a one man or a one woman team. If you're the one person at your company that's responsible for your marketing in your website, this course is probably right for you. This course is a guided project, so not only are you going to learn the theory and ideas throughout the course, but also you are going to do the work as we go. So in each step I'll provide a template as well as links to useful tools to help you do each task, and at the end of each video, you will spend some time doing the finding for your side. At the end of the course, when you're completed with this, hopefully you have a plan for a new website that you can then go work with, design, copywriters and developers to be able to create these new websites. We really want to make sure that your new website, it's all the traffic that it deserves and so we'll help you do that by setting a good SEO foundation. With this course, I really hope that you can follow along and complete all the assignments as you go through each video, I'd also love if you shared each one of those assignments as you make progress. I would love to see step 1, step 2, step 3, and provide feedback and really make sure I'm helping you understand the concepts as well as get the best product out for your new website as possible. So please share your progress with me, please comment on the course, and I hope you enjoy this course. 2. Getting to Know the Course Docs: Welcome to SEO for a new website. I'm Jared Gardner, and I'm going to guide you through this course. Before we get started into the actual work, I want to help you guys get to know the course docs. There's going to be a couple of templates that we're going to use in the course docs, and also I make an example company website. First let me introduce the company website that we'll be using as our example. This company is called Veyopool in crawdad Canyon is a live website. You can go see it so you can see how the research and planning turned into a live website. A little background on the company Veyopool and Crowding Canyon is a resort and Southern Utah that features a hot spring fed swimming pool and other outdoor activities. One thing to note that as with most things in life, not all my SEO recommendations were implemented perfectly. Some of the things we're still working on, some of the things were decided against for other business reasons. If you're looking at my core stocks and then comparing it to the live website, you'll notice that some things are a little different. Some things aren't exactly the way I planned them, and so just keep in mind that there's a lot of stakeholders in projects like this, and that's how it happened. If you have any specific questions about why something got changed on the live website, feel free to ask me about those. We're going to use two templates, and those templates can be found in this Google Drive folder. One template is a Google Docs Template, a Word document style, and the other is a spreadsheet, so Google Sheets template. From the short link shown on the screen now, you can access the folder. It will also be linked to from the Skillshare course. You will have you only access to these documents, so once you want to edit them and get started on the course, make sure you save as copy and then you can edit them and change whatever you want without changing the template for the rest of the students. Go ahead and get the core stocks from the shared template file that will be the first step. You will not be able to do this course without these documents, almost everything we do is in these documents. The first document is research and planning workbook. There are two versions of this in the Google folder that we shipped, but I was just showing you. The first document is that research and planning workbook. There's two versions of these in that link that I have provided above. One is an example workbook. This one is actually filled out with all of the work that we do as we go out throughout the course. The other one is a blank template workbook. You'll probably want to mostly work in that one, because as we go through the course, the screen recordings will be me working in the blank template and filling it out and turning it into the example template. I would definitely copy the template workbook, and then what do you need to go back and refer, especially if I show you something on my screen, that was a little too fast for you to catch, you can look at the example workbook that's all filled out to understand exactly how I formatted things or if you want to see any formulas or anything like that. The first thing to get to know in this research and planning workbook is the Project Plan tab. This is listed in phases and tasks. Each phase and task has a link to either another tab in the workbook or an external tool that you'll need to use to get started and complete each task. There's a status on each one, so that status is color-coded, so if you do not start it, it will be red. If you do in progress, it will be yellow, and if you done it will be green. There will be a key to that at the bottom of the documents. The next one is responsible. I've put in some responsibilities here, feel free to change those. I put SEO analyst, that's what I'm referring to is you. You might not be an SEO analysts are referred to yourself as that. You can go ahead and put your name in there once you know who your copy writer is, your designer, those sort of things. That's just my guidance there, and also have a notes column. Some of the task have notes for me, two examples or tools. Other ones are just there for you to leave notes to yourself and to your team, if there's multiple people working on this. The final document is the copy dock. The copy doc is where the page content, so when I say page content, I mean mostly page copy, written words and images will take shape. This is where each plan, each page will be planned out and then optimized. You will likely collaborate with others in this document, so I like to keep it in the Google Doc format so that you can tag and comment other people. In this document, there is a template, we can see here that there's placeholders for page name, page template, menu label, URL, things like that. If that doesn't work with your workflow, you can definitely skip those. I think most of these are going to be useful in all the project, like in any website project that you might come across. But if you need to add some, go ahead and add some to the template, if there are just certain value that the team feels is important, you can add it to the template to make sure that each one of these pages get mapped out with the content that will be on them. That really wraps up the getting to know the course document. In the next video, we'll get started actually doing the work and learning how to do keyword research. 3. Keyword Research : Welcome to the Keyword Research section of this course. Today we're going to look at keyword research for a new website. There are four steps in keyword research and we'll go over those today. First is you want a little introduction for those who are not familiar with keyword research. Keywords are really the foundation of SEO and of the search engine. Keywords can have many different intents and they can be modified in a lot of different ways to change their intent. I'll use the phrase "intent" pretty often. Intent would mean, what is the use you're trying to accomplish when they're searching for something. Whether that is to intent to learn something, to buy something, to navigate somewhere on the internet. Those are different intents and those can be modified with different keyword modifiers or words or phrases. Keyword research is super foundational to a new website or any website that we want to optimize for that matter. Before you can optimize a website, you must know what keywords you're trying to optimize for. We can obviously rank for keywords that nobody is searching for. We could rank number one for those, but if they don't have a search volume that matches what users are using, it's not going to benefit our business anyway. The keyword research, we're really trying to find out what keywords users are using to find a product or service that you offer. We're going to do this in four steps. This definitely isn't the comprehensive guide to keyword research. This is really the best way I think for getting a new website off the ground. We can definitely spend a whole hour course just learning advanced keyword research techniques. I think in a lot of cases those are overkill, so we're going to keep it pretty simple here. The four steps are: brainstorming your seed keywords, this is really a structured process for thinking like a user. This is going to provide a starting point for our research. These seed keywords are going to come more or less out of our head, what we know about our products and services as well as what we know about our competitors in the industry that we're in. The next thing we'll do is expand those seed keywords into keyword research tool. We're going use Google Keyword Planner. There's a lot of other tools out there, such as SEMrush, keyword suggestion tools, [inaudible] and the list goes on and on. We're going to use Google Keyword Planner because it's free. It's one of the major things, but also because it's from Google it has the most data. It is pretty user-friendly tool. We're going to use the new version, a lot of people are familiar with the old version. The new version came out in early 2018. We're going to use that just because that's probably the future and I want to make sure that this video lasts and the course material here is relevant for some time. Step three. This one is pretty short. It's just exporting and formatting. These keyword research tools provide a lot of data. I'm going to help you guys cut out all the stuff you don't need so you can get it in an easier to use format. Lastly, we're going to group and theme the keywords. Grouping and theming is probably one of the harder parts of this exercise. What we're going to do is basically identify keywords that have the same intent. The user is looking for the same thing and group them into an individual or group them into a group. We'll have, for example, you are a pizza place. There's going to be pizza places near me as well as pizza and near me. Those are slightly different terms. You have pizza place near me and pizza near me. Chances are the user looking for that is going to be looking for the same exact search results and Google is going to provide them the same search results. We'll group those into a theme and we recreate content for that theme as opposed to content for every individual keyword. 4. Creating Seed Keywords: Let's get back to our template and we'll get started. In our template worksheet, we have the four tasks mentioned before. In our keyword research phase, we have created Seed Keywords, and that's going to be where we start. There's a tab over here for Seed Keywords. This is just a simple table that's formatted in a way that will help organize our thoughts. We have products and services, which is pretty straightforward. It's kind of all of the things that your business offers that you would like to sell. On this one, it's pretty simple for our example company, Veyo Pool. They are a resort in Southern Utah, near a lot of the national parks. They're located between two cities, one of St. George and one of Cedar City. You'll kind of see, let's skip ahead to the geographies that we'll modify it, those by these products and services by geographies. On this resort, the main attraction is a swimming pool that is heated by hot springs. There's also hiking, camping, rock climbing, a restaurant there, as well as hot springs within the river. Those are my major product and service categories for this one. For modifiers, this can be, depending on your industry, be a little bit more complex than what we have here. Basically the LA modifiers that we're using is with kids or family friendly. You can do all of these things and they can be either family friendly or not family-friendly. More examples for other industries if you're an e-commerce site, you might think of modifiers such as cheap, on sale, expensive, luxury. Some of these things that you can apply to all of the products or services that you offer. Other things would be modifier like free, like online, things like that. Think about those modifiers, for this example, it's pretty simple, and then geographies. Geographies are obviously really important for a local business. If it's online, it's not very important. Because you actually need to go to this resort to use it, and get any value out of it, people either in Utah or visiting Utah are the target audience for this. We ought to make sure that we use geo-modifiers to make sure that we're targeting the right people. So people who are looking for swimming pools in Southern Utah, what would be the people we want to show up for an organic search as opposed to people looking for swimming pools in New York City. The last category here is Branded keywords. These are typically keywords that you own. They are typically your brand name or product name. I threw a few in here for our example, Veyo, which is actually a city in Southern Utah, and then Veyo Pool, which is the name of the pool on the resort, and Veyo hot springs, which is the natural hot springs in the city of Vale. But because it's a small town, we can rank for a lot of those things because we're one of the only things in that town. With that, let's go ahead and move over to the Google Keyword Planner. 5. Expanding Keyword Research in Google Keyword Planner: This is the tool we'll be using to do most of our keyword research, data gathering, and keyword discovery. To be able to use this tool you do need a Google Ads account. Google ads is the new brand for what used to be known as Google AdWords. You do need to create an account. You don't actually have to run in the ad. So it shouldn't cost you anything to get started. Once you're in the platform, go ahead and "Click" on this tools icon and navigate over to keyword planner. So let's get started with the tool. In this tool, you'll just simply enter your keyword ideas, where you see keywords, into this search bar here. I'm going to take some of the keywords that we have here. I'm going to start with swimming pool, and then I'm going to multiply that out by geographies. For the sake of time, I already have that prepared. So I'll go ahead and paste those in and you'll see St George pool, Cedar City swimming pool, Cedar City pool and all these different variations of cities plus pool and swimming. We'll hit "Enter" there. Now that we've put our keywords into the search bar, we start to get some results. A couple of things to help you understand what you're seeing here, is you'll first see this section of your search term. These are the keywords that we actually put in. Then below that, you'll get an idea section. These are keywords that Google thinks are relevant to your group of search terms. So one of the things is that the more of these you put in typically, the more relevant that these are. The next thing to point out is that this is average mostly searches per month. If you hover over that, you get some definitions of each one of the individual metrics. So those could be helpful. I won't spend too much time on that because of those quick little tool tips right here. The next thing is that we're using location all of the United States. That could be a little misleading at first but we just talked about how we only care about people who are searching for swimming pools in this small area in Utah, and not necessarily all of the United States. The reason I leave that at United States is because we are Geo modifying all of these keywords. So what I mean by that is every one of these keywords has a location directly in the keyword. If we used swimming pool without the word Cedar City, the search volume would be much much higher because all of the people searching swimming pool in the country is much higher. If we wanted to look at keywords that do not have Geo modification to them or have the location in the keyword such as these, we would want to change this to just the areas that we want. We can do zip codes, we can do cities, we can do states. You can do a combination of states if you're a service business that serves multiple cities, you can add all the ones that are relevant. So something to keep in mind, especially if you're looking at non-geo modified keywords, which can be helpful from time to time. Right away, all these keywords are pretty relevant to us. They have some search volume, as this is a small town or small towns, these search volumes aren't going to be super high. We can see for some other categories that we don't actually offer hotels in Cedar City, Utah, so I'm not going to add those, but you can see search volume is much higher. So with that, you can look through and see for example, swimming pool, if we look at that nationwide is almost a quarter million searches per month. We're not going to add that because it's limited to just the areas that we're looking at. So we'll go ahead and add these keywords to our plan. By clicking on that board, that will add it to our plan. We can navigate down to this keyword section a little bit later. Really what we'd want to do is continue to add the keywords from our city keyword list multiplied out by geographies and add them into keyword planner. So I'm going to go ahead and do that. Then we'll come back and look at the theming. Before I do that, I do want to show a few other helpful features. One would be the filters. So keyword text is probably my favorite text, you could simply say keyword contains pool. That's going to filter out all of the keywords that don't contain pool. That actually gives us a little bit more relevant search results right away. You can use it in the opposite way. So keyword does not contain, and you could say hotel, that was the one that came up. So we'll get rid of all hotels, for example. Okay, so I'll go ahead and do the rest of my city keyword list. Then we'll come back and we'll look at exporting and formatting. 6. Exporting and Formatting Keywords: The easiest way to do this is from the Keywords ideas tab that you've spent most of their time, coming down to the Keywords tab and then you can review all the keywords that you have, and then you can also download them here. I like to download them, there's a lot more options for what you can do with this once it's in a spreadsheet. You get two options. You get the plan forecasts and the historical metrics. The plan forecasts would be, if you were to bid on these keywords in Google ads or if you were on pay per click campaigns against these keywords. We actually want the historical metrics, which is going to be search volume and competition and average cost per click. Some of those metrics that we've looked at directly in the tool. Go ahead and download the historical metrics. That will create a CSV. Once that download is open in whatever software you like to use that. I have an old version of Excel in this computer, so we'll go ahead and use that to open it. Once you have the spreadsheet open, you'll notice there's a lot of columns in here and a lot of rows and cells that are either empty or same redundant. To make this a little bit easier to use, we're going to go ahead and clean this list up. What we're going to do first is delete these top two rows, and then after that, we're going to delete these two rows underneath the row headings here. That just gives us the segmentation from all across United States. In our case, you can see that they're the same. We really don't need those. We'll delete those. Then there's quite a few columns, so we don't need as well. It's actually easier to go over the ones we do need. We need keyword, we need average monthly search volume, we need competition, and we need top of page bid. If we go ahead and delete these two columns, they're there, and then once those are gone, delete columns E through the final column, which is U. Now we have a pretty clean keyword list. If we take that, copy there, and then go ahead back to our spreadsheet and then in the spreadsheet workbook, there's a Keyword Research tab. Let's go ahead and drop this into the Keyword Research tab. Notice how it's formatted with filter row all ready. We're actually going to copy and paste this into column C, so that we can leave these two. Now, what we're going to do is get into keyword theming and grouping. That will be the next step. Before we do that, I want to add some section labels here. We're going to add Theme, and we're going to add Geo here. Depending on how you're grouping your keywords, if Geo is not relevant, you can use Theme and Sub-theme as well. That can be really helpful. For example, if you have running shoes as a theme, and then your sub-theme is women's running shoes and the other sub-theme is men's running shoes. Those are really good for a good example of theme and sub-theme. We're going to do Theme and Geo, and we'll get into how we use those next. 7. Grouping and Theming Your Keywords: Now that we've done our C keywords, we've expanded our keyword research in Google Keyword Planner, and we've exported and formatted those over into our keyword research tab. Let's get into the actual keyword theming and grouping exercise. Before we do that, I want to give you guys a bit of a definition and education on what keyword grouping and theming is. In its simplest form, a keyword theme is a group of individual keywords that have the same search intent, and/or return the same search results. So in this example, these are all different individual keywords. We have five different keywords here that have the same search intent. So the user is trying to find a pizza place near their location. So we have pizza places, pizza restaurants, pizza restaurants near me, nearest pizza place and pizza joint. All these keywords have different search volumes. They all have the same competition, they all have about the same topic page bid, which makes a lot of sense because most people who are bidding on the honor these keywords are bidding on all of the others as well. So it makes sense that these bids aren't that far apart and the competition is about the same. Obviously, people are going to have tendencies to use the most common phrases. So pizza places has a lot more search volume to pizza joint. But at the end of the day, the user is looking for the same thing. So the other thing to keep in mind is that Google also typically returns the same search results for these different keywords. So let's look at that in practice. So if I open a new Google tab and search pizza places. I get a local pack with a few different pizza places near my location. I get three TripAdvisor links, and I get a Yelp link. I get a few pizza chains with their locations near me and a couple of local pizza places that are chains. So if now if I look at pizza restaurants, let's see how the search results are similar. So I get also three local packs. It looks like I do get one business different. I get two TripAdvisor, I get Pizza Hut again, I get top stories pack in this one, I get a lot of the same results. I get the Domino's and the Pizza Hut again. The point I'm trying to illustrate here is that even with different keywords we're getting very similar search results, and that's because the intent of the user is the same. So with that, let's go ahead and create our themes so that we can match search intent on our new site. So with that, let's go to the keyword research tab, and I already went through and did all of this, but I want to walk through a few of them together. If you remember in the formatting video, I mean we create a theme and a Geo. I went ahead and added all of the keywords from my research. Like I said, there was a lot more in here than I went through in the video just for the sake of keeping things short and simple. I definitely encourage you guys to find all the keywords that you can in your keyword research. So once we have that, I like to start to group these by themes. So one of the themes that is most common in this keyword set is things to do or activities. From my research of looking at things to do in St. George as a city and St. George activities, I found the search results were very similar. So because of that, I've grouped these into a similar group. Now, there's a different activity or a different product of ours which is rock climbing. So rock-climbing is its own category, and you can see I've already got some of the other rock-climbing ones, rock-climbing themes down here. So I'm going to copy and paste that into the shared theme. That will also be rock climbing and then to do and activities would be there. As I mentioned before, I'm using Geo as my next theme grouper. You could also use sub-theme to start grouping things as well. If you're a national business or an e-commerce site or somebody who really is not location dependent. So because we are location dependent with the Veyo pool, we're going to go ahead and start to assign the Geos that match for these. Then just to make sure that I don't duplicate, I'm going to copy and paste. So that gives us all of our grouped themes. So you'll see the themes that I've chosen. You can see them here to make this list a little bit easier to digest, we're going to go ahead and create a pivot table. How you do that is you highlight all of the data that you have. You select the data drop down and then pivot table. Now, the pivot table will open up with some options. It's going to be blank to begin with. This is where a lot of people get scared. It's not that scary. Let me walk you through it. So we're going to use rows and we're going to start with theme, and then we're going to add another one for Geo and then a final one for keyword. What that does is nest, theme, Geo, and keyword. So we'll see the theme of camping first and then we'll see that broken I went to cities, and then we'll see the individual keywords in each of those Geo plus theme categories. So to make this a little more helpful, it would be useful if we could see some data coming through with that. So we're going to look at average monthly searches and be able to see that for each one of our keywords. I'm going to go ahead and spread these out a little bit. So they are little bit easier to digest. Now we can see at a glance, we can see all of the keywords that we have and we can see them in our different themes. With this, we're able to see subtotals. So for example, for a camping, I can see that there's just over 5,000 searches a month and I'd be able to break that down by location as well. For climbing, we can see that the total is much less just under 1,000. This helps us make decisions about what content is the most important on the site. Now, one of the last things I like to do to make these pivot tables a little bit easier to understand is add conditional formatting to these numbers. So if you select the entire column, so select "D, " and then go "Formatting," "Conditional Formatting." We're going to make it so that if the number is less than 199, then it will show up as red. So that's going to be the lowest numbers with the least amount of search volume. Next, we're going to do and is between, so if it is between 199 and 99. This is going to be anything greater than 200, but less than 1,000. This is going to be yellow. Finally, we're going to say if it is greater than 999, so it's basically 1,000, we're going to make it green. Now this way we can cause skim through and see which keywords quickly are low volume and which ones are high volume. You'll notice a lot of them are the keyword group as a whole. So the whole theme, which is exactly what we wanted to see, is which themes have a collective search volume worth building content for or which ones we should choose over another one. So that concludes the keyword research phase, congrats on making it this far. From next, we will get into planning out a sitemap and the individual pages on the site. 8. Mapping Keyword Themes to Pages: Welcome to Phase 2 of this course. So now we're going to do our sitemap and page inventory. So in this phase, we're really focused in on planning what pages we're going to have on the site and how our themes that we did in our keyword research will map to those pages. So let's go ahead and get started with a few rules and topics to learn about. So the first one is, when we're mapping themes to pages, and when I say page, a page as an individual URL, a page is not a section, a tab or an accordion of a URL. About five years ago it was really popular to do what was called the parallax site where that was, it was one pays its just continually scrolled and animated as you scrolled in different sections of this single page, talked about different topics or themes. So that's actually really bad for SEO. We want to have an individual URL with one theme per URL. So for example, if we are a service business and you did carpet cleaning and you did window cleaning, we would not want to have a services page with a section on window cleaning and a section on carpet cleaning. We'd want to have two URLs, one for window cleaning and one for carpet cleaning. So keep that in mind, individual page is an individual URL. Google typically only ranks one page per website for each keyword, with some exceptions. Try not to use the same keyword on multiple pages, because we will be kinda competing with ourselves, and Google will have a hard time understanding which page we want to rank for an individual keywords. So if we have two carpet cleaning pages, to Google will have a hard time understanding, is page A the page we cared about, or is page B the page we care about? So that is called keyword cannibalization. When you have your're competing against yourself by having two pages about the same thing. Next, after we get through the page inventory, which will be the next working step that we do. We'll learn to optimize each page, and I'll teach you guys all of the popular SEO elements. So after we map our major keyword themes to pages, we also want to think about other pages that were in our keyword research. These are what I call utility pages. So these are pages like the about page, contact page, the shopping cart, that photo gallery. All of these are important pages through a website, even if they're not important for SEO, and so, these page help customers understand how to contact your business, how long your business has been in business, and those sort of things. So add them to your page inventory and we'll plan URLs and metadata for them who will do some light SEO optimizations on those as they do, they are important pages even if they're not driving a lot of SEO traffic. The next thing is make sure you ask all your stakeholders if there are certain pages that they need. For example, paid search and digital advertising both commonly need landing pages. Landing pages are typically are a headline, a form, and a brief set of text or description, and those pages are usually a lot shorter and more to the point than SEO landing pages would be. Their purpose is to get somebody to click from an ad and then get them to click or buy something quickly. The other thing to think about is thank you pages after a form fill to track conversions. Tracking conversions is something you would do in Google ads as well as Facebook or other advertising platforms. So when somebody makes a purchase, you want to have a way to say if they viewed the thank you page, it means they made a purchase. So it's important to track those in those ad platforms as well as in Google Analytics. We're thinking about all of those items that may not be important for SEO, but will be important to the website. So with that, let's go ahead and get back into our working template. So from here we're going to start in the keyword research tab with the pivot table. In here we can see all of the themes that we have. So we have camping, we have climbing, family activities, general, hot springs, pool, and so on. These were all the themes, and the themes, there's different GEOs and I'll talk about how we're going to target those GEOs separately and a little later on in this phase. The first thing we want to do, is take all of our themes and copy those over into our page inventory. So I've already done that here. You can see we have things to do, family-friendly activities, swimming, rock climbing, hiking, hot spring, camping, so on. I've also added some of the pages that I know we're going to need for utility pages, so, for example, a photo gallery. People probably won't land on this page from organic search or SEO, but they will probably like to look at the photos before they book it camping spot, or like to see how big the pool is in a photo before they come up to swim. These are important things that are going to help people feel comfortable with our business, and so, we want to make sure they're on our site. Also the about pages, directions to the pool, it's in a small town, the model a lot of people have been to, so, directions are important and rules about the resort and the pool, so, people know what to expect. But then they can bring their dog and cannot help bring their dog, things like that. Finally, the privacy policy. If we're going to run advertising, most advertising platforms such as AdWords and Facebook, require that we have a privacy policy. This is where we tell users how we use their data. It says that we're using cookies to track them. It says that we're going to look at their log files, we're going to save their information that they put it into a form and how we're going to use that, how we are going to protect that data. So that's a legal stipulation that most advertising platform have and that are just general good practice. So now that we have all of our themes and pages, what I want to start to do is, do a little bit of nesting. So for example, here we have things to do and then we have a lot of individual day activities that somebody can do at the resort. So well, what I do is take all of these activities from swimming today, use activities like volleyball and picnics, and move those inner level. So what this is going to do is ness that underneath things to do, so, we would have the homepage, you would have a section in the navigation that says things to do, you would have a drop down there, and you'd have these activities. Remember, we've camping and dining out because you can do some of those things with or without doing these other day activities, so, we're going to I'm going to leave these day activities together as things to do in camping and dining as more of a top level page. So that's how I'm going to do it. I think you could definitely argue that, well, camping is something that you would do at the resort, so, it should be under things to do as well. I'm thinking of these and more of something that you would do for an hour or two during the day and not actually planning your whole stay around it. That's my reasoning for leaving those out. There is never a perfect way to do these things, and so, and think about different ways and reasonings for how you would organize your site. The next ones I do on a nest would be the about. So we'll have an About page, and under that I want to have directions and rules about veil pool, directions to veil pool, and the rules for veil pool. These are are both very utility-based pages and I want to nest them underneath the about page. All right, so, with that, we've done our page inventory and information architecture are nesting. In the next video we'll cover URL creation, keyword theming, title tags, meta description, H-1 headings. I'll teach you what all of those things are. So stay tuned for the next video. 9. Intro to URL Writing and SEO Metadata: Now that we have our page inventory filled out, what we want to do next is do some on-page optimization that's going to be done in two parts, we're going to do our URL structures, and then we're going to do our SEO metadata after that. Before we get into that, I do an overview of on-page optimization. On-page optimization is probably the single most important SEO activity that you can do, so on-page optimization is optimizing certain elements of a web page to be relevant for the keywords that we're targeting. The overview that we want to keep in mind is that all of these elements, which I'll describe one by one, needs to have the primary keyword in them. The other thing is that a lot of these things are metadata, and I'll go over which ones are metadata compared to which ones are on-page content. Metadata, if you're not familiar with the term, metadata is an HTML value that isn't shown directly on the web-page itself, but it's hidden in the code for the search engine in the browser to understand. With on-page optimization, one of the things we want to remember is to keep a balance between user-friendly and search engine friendly, so what I mean by that is we can do what's called keyword stuffing, so we could insert our keyword, 50 times on a page. That's going to say, I'm really unnatural to a user, we don't want to hepper the user experience to try to make search engine like the page more. As search engines have evolved over the years, especially over the last 5-10 years. They've really been eldest spot what they call keyword stuffing and other spammy tactics. We use the word spammy to describe SEO tactics that are used to game the system as opposed to improving the user experience. A lot of SEO is really making a better user experience. That's making it easier for your users to find what they're looking for on your site and through a search engine. But a lot of people can manipulate search engine, especially in the past when they weren't as of ads, by keyword stuffing and things and other black hat tactics of that sort. I'm going to teach you guys how to do it, how to do SEO optimization in what we call a white hat way. A way that won't get you in trouble away, that shouldn't change over the years. Let's go ahead and get started by learning what each of these elements are. The first element here, number 1 is the title tag. This is a tag that is not displayed in the actual browser window here when the page is rendered, but it is displayed up above where in the top of the tab. If you're in Chrome, that's what's the tab name is going to be. That comes from the title tag. The other important place that it is, it's in the search result right here it's this blue link. That's actually the title tag. It serves as the clickable link from the search results would make it very important. The next item is the URL structure, the URL obvious, I think most people are familiar with that. There's a lot of best practices for URLs, but those show up obviously in the browser. There's some keyword usage in there, and they also show up in the search results here in this green link here. The next one is headings. I think everybody is familiar with that. Almost every page on the Internet has a heading. The H-1 and H-2 heading will get into the best practice for each of those. But this is page copy or page content. Then this is something that copywriters and creative people are going to have a lot of opinions about. This is where we, as SEO is really going to work closely with those teams to make sure that we get something that works for all parties. The next thing here is the alt tag. To the alt tag is a tag that is attached to an image. It doesn't actually show on the image unless the image is broken. Then you'll see the alt tag there. Alt tags are one of the, probably the least important ranking factors, but it's still worthwhile doing that. We'll get into best practices there. Then finally, the body text. Body text is extremely important for optimization, making sure that our content is about the right topic or theme that we're targeting. With that, let's go ahead and jump into the best practices of each one of these. URL best practices. URL best practices, there's a quick punch-list. They're not extremely difficult to optimize. Basically, we want to make sure we use the primary keyword. We want to make sure that we're keeping it short, shorter is better. We only want to use 0-9 and A-Z, or what's called ASCII characters. No special characters and try not to use the ampersands, percentage signs, commas colon and things like that. Next thing is to group like pages and a shared folder. We talked about that in the last video where we went over the page inventory and information architecture. When possible, it's good to group shared pages into a folder. In our example here, we can see that the rock-climbing was nested into the activities URL. That will be nested visually on the site, but that will also be destitute in the URL and that's an encouraged practice. Next couple things are some don't do's, so don't include stop words. For example, in this bad URL, we don't need the word "At" in there. We also don't need, "And", so for the most part, you can just use your vowels and verbs as opposed to using stop words like, to, at, the, things like that, you don't really need in the URL, so that goes back to shorter is better. Next would be replacing spaces with dashes. Make sure that you've, most content management systems will do that for you. But if you don't have that set up already, you can actually put a space into a URL and it will come through as an encoded. It looks like percent 20, it looks really bad and it's just bad news all around. Make sure you replace your spaces with dashes if your CMS doesn't do it for you. Lastly, go all lowercase. Once again, a lot of CMSs will force you to do that, but not all. This version you can see what's called camel case where the beginning of each word is capitalized. That's a no-no. We want to make sure we keep it all lowercase. That's URLs. We'll get into optimizing the URLs when we get over to our sheet. Before we do that, I want to go over the rest of the best practices for these on-page elements. The title tag is really the most important SEO factor. This is the one that if you're going to spend time getting one of these items, right, this is really the one to do it on. The title tag isn't HTML tag, and this is what it looks like. It actually is title as just the tag and that's wrapped in the opening and closing tags and see what it would look like in the source code of a page. This is what it looks like in the search results. This is our actual example site here. Here is the title tag on the source code. Here's how it's explained in the search result, the screenshots taken right from Google. We can see that the primary keyword of rock-climbing and Southern Utah is in the title tag. It's right at the beginning. It's also a written in a descriptive way. It's Rock-climbing and Southern Utah near St. George. Somebody would understand where in Southern Utah this place is located. It really helps people understand what they're clicking on. The title tag is really one of the things to spend a lot of time on. Try to be as descriptive as possible about what's on the page. Think about this as like the spine of a book. If all you're reading is one sentence about the or maybe even a half a sentence about what the page is about. We want to make sure that we use that space wisely. It's a good practice to add to end with the brand name. I like to use this pipe separator. That's right below your backspace key and then put the brand name in. Here we can see I went with a pipe Veyo Pool and that's just to establish some branding. If you're doing SEO well, your pages are going to show up in search results a lot and it's reinforcing your brand just like advertising. The next thing is to try to entice users to click with a call to actions and, or offers. There's a lot of different ways you can entice users to click. You can use numbers, you can use ampersands, you can use exclamation points. Once again, try not to be spammy, try not to have five exclamation points in there. Depending on how much room you have, depending on how long your keyword is, you might have a little bit more room to put in an offer. For example, if you're an e-commerce site, you might be able to say "Running shoes for sale" and then put dash "Free shipping", dash your site name. That's an example there. We'll also get into a tool that will help you preview title tags so you can practice writing them. That tool will help you keep it to the right length. But we want to make sure to keep these title tags under 60 characters. If I went in just about any longer than this, we would get an ellipses here and we would probably miss the last two words and then we would to get just the Veyo pool dash at the end of it. So keep that in mind. Keeping these under 60 characters is really important. 60 characters isn't necessarily the hard rule. But 90 percent of the time, if you keep it under 60 characters, your title tag will not be shortened. Once again, we have that testing tool that I'll show you guys and it's linked from the workbook for you guys to try your own. Next, we have meta-description best practices. The meta description is actually not a ranking factor, but it is really important for describing a page and getting somebody to click on your result. The meta description is the definition of a meta tag. It does not show up on the page in the browser whatsoever. It only shows up in the search results here. What we really want to do is make sure that we're describing and providing a value proposition. Once again, where we're doing a bit of advertising. You want to come rock-climbing at veil pool because there's cooler weather, tons a shade, and that's the only outdoor rock-climbing park in Utah. That's very descriptive about why somebody should come here. You can also use, called the actions such as "Click now", "Learn more". If you're a service-based business, it's good practice to put your phone number in there, a carpet cleaning near you Our number is", and then insert the number there. But sometimes people will call you directly from that meta-description and not even click over to your site. The last thing to keep in mind is there is a character limit here as well. This is a hard limit of a 156 characters. The testing tool that I'll show you guys has a place for meta-description too. Keep that under a 156 characters. If it is too long, once again, you'll get an ellipses and it will get truncated off, which isn't too big of a deal in the meta description, but it is nice to end with a punctuation here. Next we will talk about H 1 heading best practices. Two rules of thumb here is one, use primary keywords somewhere in the heading and every page to just have one H1 heading. You can use as many H2s as you want, but only one H1 heading. Heading tags are structured as H1s, H2s, H3s is all the way to H6s, and this basically mean how important each heading is. Think of the H1 as the title tag, is the title of the page. It should have the description of the page, it should be compelling, it should entice people to want to read more on the page. This is a heading that a copywriter wrote and I edited. You can see that the copywriter was really focused on the value proposition of cool weather and tons of shade. I really wanted to focus is on Southern Utah and rock-climbing Park. We put those two things together and got to this point, it was a bit of a compromise. With that, let's jump back into our workbook and we'll get started writing our own URLs and SEO metadata. 10. Assigning Primary Keywords and Writing URLs: Now that we've learned the basics of URL writing and SEO metadata for on-page optimization. Let's go ahead and put what we learned into practice with our page inventory. Clicking back to the Page Inventory and Data tab, you can see that I've already went ahead and fill out basically all of the values here. Before we get started going over how and why I chose the URLs that I did, with one of the first things that you'll need to do is mapping your primary keyword into each one of these cells here. Where I get this is from the theme that matches these keywords. Pulling in the keyword with the most search volume from our keyword pivot table. From here, we can look at in each one of these sections which keyword has the most search volume, then we can pull that in, as that will be our primary keyword and then the rest of the keywords in the group will be our supporting keywords that we'll use later. For the URL writing and metadata writing, just having the primary keyword is usually enough,so we'll just start with that, which is what I have mapped in here. One of the questions you might be asking is, how did you decide which GEO to us when your resort is located around three different GEOs. So for the most part, I chose the most popular city in that area, which is St. George, which also happens to be the closest one to the resort. I'm using St. George because in my research, most of the time the St. George category had more search volume than other areas,besides Utah as a whole, but Utah is not a huge state, but there are definitely more people living in Northern Utah than there are Southern Utah, so I'm thinking most of this search volume is for people in Northern Utah,and then in southern Utah there is some search volume for a lot of these areas. But if we look consistently across all of the areas, we see, St. George pools have quite a bit more search volume, than [inaudible] and Southern Utah showed up sporadically throughout. We will use Southern Utah in some cases in conjunction with St. George but St. George's located in southern Utah so it makes sense to be able to use both. That's the GEO strategy we'll use. If you had a business that had more than one location, say you had a location in Cedar and in St. George, you could make a page for each of those,so you can say a pool in Cedar City pool and St. George. Because we're only one location located between those two cities, we're going to go ahead and go with St. George bush because of the population in search volume. Do you see that in most of the places and the inventory? Is that you see St. George do use frequently. In some areas we'll use both Southern Utah and St. George, and those are in the areas where there were search volume for Southern Utah as well as St. George. For hot springs, if we remember back here in our keyword Pivot Table, If we go to hot springs, there was quite a bit of a search volume at 480 for hot springs in Southern Utah, as well as the 240 for St. George. I want to target both of those areas if I can. We're going to go ahead and try that. Because of that, our keyword for hot springs is hot springs in southern Utah near St. George,and hopefully we'll be able to rank for hot springs in southern Utah and hot springs in St. George. That's one of those strategies we will have to wait and see, once we publish, the site will have to check some rankings and see if we're able to rank for both of those,and if it doesn't, we'll have to re-evaluate our strategy and maybe just pick one and those geographies. To begin to write or URLs, one of the important things, if you remember, was to keep them short and then also to nest URLs in sub-directories. Because of our level 3 pages are nested under things to do. I'm going to go ahead and put Activities is that's shorter than things to do,and we'll put all of the activities, the single day activities that we decided to put it Level 3 in that directory, keeping those as short as possible. Try to use the keyword when you can and the URL. But if it makes your URL will really long and once again, using that word spirally than try to keep it short. For example, but day use dash, volleyball dash picnics is pretty long, so I want to keep that short and just use day use. Go ahead and write all your URLs. You'll start to establish a pattern as you go. Keep that in mind. For example, using the same strategy that we established above, we want to go ahead and nest these pages for about and rules underneath the above page because level 3 are nested under the above page here. That's your URLs. 11. Writing SEO Metadata: Let's go ahead and move into the SEO metadata which will be the title tag, the meta description, and we'll also touch on the H1 heading. Just to get to know this spreadsheet here, next to both of these columns, I have a length formula. This length formula is just this formula which is the LEN for length, is short for length. The cell next to it, which is F_2 and that just counts the number of characters that are in each cell. If we remember from our intro to SEO metadata, the target length for a title tag is 60 characters and the target length for a meta description is a 156 characters or less. Less is definitely okay, we just don't really want to go over that if we can avoid it. You'll see these are just a helpful tool tip for going through the length of your meta description and title tags. Let's go ahead and start to talk about how to write a good title tag. I really like to use this tool from an agency called Merkle. This is called the Google SERP simulator. Which is basically a snippet preview. We can put values into this where it's the page title and the meta description and it will show us what it would look like in Google. We can either come in here and put in a search term that we're optimizing for. You can put in your primary keyword here. From this is the homepage we're really just expecting to rank for the top phrase "Veyo Pool" when somebody searching for us directly. If you go ahead and put in your search term, you'll see that it even highlights in the meta description, the key word that the user would have searched for. That's good practice to have your keyword in your meta description because of that reason. We can see in this tool, let's go ahead and I'm just going to duplicate the word "Utah" a few times so you can see what happens when a title tag gets too long. We are planning your room and this one. But when you finally get to that length, that is too long, I'll see that Utah is shortened and then everything after that will not show up. The word "stuff" you did not see, we can go ahead and see where that deletes out. I like to use this tool, especially for high value pages, to try to write the most elegant and optimized title tag possible, as well as see how my title tags and meta descriptions can work together. This URL for that tool is linked from the project plan checklist in the note section, so the title tag and meta description testing tool can be found there. Let's talk about one of the title tags for a page that is a little bit more competitive. When I say competitive, I mean, there are a lot of sites out there that are trying to rank for activities and things to do near St. George such as TripAdvisor, and Yep, and Groupon and a lot of other sites like that that we will need to be with, plus all the other activity funds, centers, bowling centers, swimming pools in that area. What I want to do is, I'm going to copy this title tag that I wrote and paste it over here and then we're going to talk about it for just a second. If you remember from our keyword research, there was a lot of search volume for things to do near St. George. If we go back to our keyword research pivot table here, we can see in St.George, there is a lot of search volume for things to do. There's also some search volume for activities in St. George, but it's lower than the things to do. What I'm going to do is call things to do in St. George, Utah, my primary keyword. But because activities match the page that we designed a little bit better, I want to also use activities. Because the page that we designed has the word activities and the URL, I want to be able to say, "Activities and things to do near St. George." With that, we'll be able to rank for both activities and things to do in St. George. Google hopefully sees those as one keyword themes so that they would show the same page for both of those keyword. Because we have both keywords in our title tag, the user would see those and it would match their intent and they'd say, yes, I was looking for things to do and activities. I'm going ahead and click on those. Lastly we added the pipe veyo pool, as I said, is best practice to keep the brand at the end of the title tag. You'll see that I alternated veyo pool and crawdad Canyon in the title tags for this particular site. They in a unique position where the veyo pool is what they're known for. But the veyo pool is located in Crowded canyon. Depending on what activity it is, we use those two brand names interchangeably. Once you take a look at the site after the site is up, you'll see that the logo actually has veyo pool and Crawdad Canyon in the logo. It's work for both of these things, so depending on what activity it is, it makes a little more sense to use Crawdad Canyon than it does veyo pool. For this example, camping. You don't really want to camp at a pool, but you do want to camp in a canyon. For that reason I'm using Crawdad Canyon brand here. Let's go ahead and talk about the meta description here. We wrote this meta description to really match the searchers intent. If somebody is searching for the keyword exactly things to do near St. George, we want to ask the question looking for family-friendly things to do near St. George. Hopefully that user will say, "Yes, that is exactly what I was looking for" and click on our page. We're really trying to appeal towards the searcher intent and grab their attention by asking a question and then we're also using a value trust statement that families come from all over the place to come and play at Crawdad Canyon. Using exclamation points draw a little bit more attention as well, though similar to the title tag, we do have length control. In this tool you can actually change the length that you want it to be before it truncates it. Let's go ahead and change this to 156. I wish they would update this tool for some time, the character length with 280 and then Google moved it back to a 156 characters. You can see what will happen when we have a title tag was too long. Let's just take this string and we'll go ahead and duplicate that, and you can see that we get some truncated text there and the ellipses. I think it stands out a little bit better when it ends with a punctuation, so I like to keep it under 156 characters, and I do like to have the meta description longer, basically as long as possible. Because if we shorten that up, you see how we only take up one line of the search results. It takes up a little less space and commands a little less attention than if we have the full two lines. I really like to make sure I have enough text to get down to the next line here. That's how we write title tags and meta descriptions. The last thing we'll talk about in this video is the H1 headings, and then we'll get into the Copy Creation. With H1 headings, that's going to be a little bit tricky when it comes to timing. A lot of times the copywriter, if you're not writing the copy for this web page yourself, the copywriters are going to have some input of what H1 heading they want. What I like to do is typically leave this section to say TBD based on content, and ask the copy writer to include the keyword and the heading that they write and then come back and edit all of these to make sure they are keyword rich. That already happened for this website so that you could see what it looks like at the end of this sheet being filled out. This is an example of what it was like when I pass it to the copywriter. All of these would have said TBD based on content and in the copy docs that we'll use in the next video, the copy writer wrote fun in the sun, and I actually added fun in the sun at veyo pool and Crowded Canyon because I want this page to rank for veyo and in Crawdad Ganyon. You'll see that, it's a compromise when we're talking about H1 headings. Being up front with your copywriter, or saying I really need this headline to have these keywords in it. Can you work these keywords in and after way is usually the best bet and then going back and editing that to make sure that actually happened. In the next video, we'll talk about how to do the content planning for each individual page as far as the copy in the headlines. Stay tuned for the next video. 12. Creating Copy Docs: Welcome to the page content planning phase of this course. We've now completed the sitemap and page inventory, and we're going to go ahead and get into the page content planning. This is the part where we're really going to start to collaborate with others. This course is obviously designed for the SEO part of any website. But there are a lot more that goes into it, such as design and copy writing. This is where we'll really start to work with those other people. For the sake of this course, I have a few examples of both designs and copy documents that we used for the Veyo Pool website. I'm going to use those to show you how in each step, one step will form the next. Before we can really plan the content that goes on a page, and when I say content, I primarily mean a written copy. So written HTML text as well as images. Before we can really determine what images and copy go onto each page, we really need to know what each page is going to look like and so that we need a page template design. Typically, a site is going to have multiple page templates. You're going to have your homepage template, you're going to have certain product page templates, you're going to have about page templates, things like that. You're going to have a few pages that you need design from a designer. If you have a designer that you work with, whether it's a freelancer, somebody in house, you'll want to make sure that before they start designing, they've seen your sitemap and page inventory. Let's go ahead and jump into the page template design that we have for Veyo Pool. You have the examples link here in the workbook. I want you to link your own PDF to the design once you have one. This is just the example of the homepage. At this point in this project, it was where we started to know what pages we are going to have on the site and we got to the design phase. We worked with a graphic designer and they created this page template with Lorem Ipsum text as place holders, since we didn't know what the copy was going to be yet. For the page design, you'll see a lot of Lorem Ipsum. Sometimes they went ahead and put in some of the text if it changed the design. But for the most part they just placed all text. This is really important for us to understand what template we're handing to the copywriter. We need to make sure we're asking the copywriter for this headline. This would be the H one. We're asking them for these little sub blurbs under each activity. We're asking them for the main copy and I'd given them some. They have some idea of how long copy needs to be, then once again, we have the activities and planning your visit blurbs here and some call to action headlines and call to action button. This is pretty common for what you would have at this point in a project is you would have a designer do this and then we would start to get a copywriter involved. That's really the page template design. In our workbook here, I'm going to mark that as done. You're going to need multiple page templates. Every page doesn't need its own custom design, but every style a page does. For our site for example, if we go back to our page inventory, all of our activities pages are sharing the same template, and then all these plan your visit pages are sharing the same template as well. Then these are, for the most part, sharing their same template with the gallery being a unique page. You'll be your judgment call up to the designer, and up to you to determine which pages need their own templates and which ones can be shared. With that, we're going to go ahead and get into the Copy document. There's a Copy Doc template that's linked here and we'll really use those throughout this phase of page content planning and content production. For the content planning, really what we want to do is get into the Copy document. This is the Copy document linked from that task. The page map is designed to have all the information that it will take for a developer to make the page so we can hand this over, and the developer says, "Okay, I'm working on the homepage. I know what the URL is, I know what the title tag is, I know what the meta description is." So these URLs specifically page title meta description, those are pulled directly from the page inventory, a data sheet that we just did. That one we were just looking at the homepage. We pulled the URL, the title tag, and the meta description. You can see those are the same there. Up here at the top, I like to put a page name on each of these. This is going to be homepage. Typically, this page name is going to match the name that's over here in these levels. So home, homepage, pretty close there. Things to do, swimming, rock climbing, for example, would be the page name. It's also going to determine what template. It's clear for the copywriter what template we're using. For this site and most sites, the homepage will have a unique template. Then each page, you might have a handful of templates after that gets shared across. I've populated this with the homepage, and I'll show you guys how we went about creating content for this page. Up at the top, we already establish our primary keyword. Primary keyword is Veyo Pool for the homepage, branded keyword and are supporting keyword Crawdad Canyon. If it was one of our other keywords for like activities there who might be rock climbing and Saint George. It might also say rock-climbing, Southern Utah, places to rock climb Southern Utah, and those supporting terms from our themes here. These are put it in here so that the copywriter could refer back to them in one place. They know what they're working on. The next section, we have page title and meta description. Those are copied from the doc. Sometimes the copywriter likes to edit those.It's usually a good idea to have two people's eyes on this text as anytime we're writing text, you're bound to have typos. It's a good idea to put these in here and have the copywriter look over those. Also it's a good place for people to approve pages as a whole. If someone says, "Yeah, I really don't like that we're saying in Veyo, Utah." They can comment there and you can defend that. Well, we want to show up for Veyo Utah in search and it's an SEO technique and things like that. This is a good place to start collaborating with people with the comments, which is why I love to use Google Docs for this. The next thing here is external links. This is planning external links that you want to have on the page. Extra links can help with SEO relevance. When we went to something like TripAdvisor and the TripAdvisor has a lot of good reviews. It gives us some authority of saying that we are highly reviewed and it also helps sell the product. We're trying to get people to come to the resort and TripAdvisor is where people go to research those things. I want the copywriter to link to our highly rated TripAdvisor page. This is the anchor text that I want them to use. The anchor text is actually the word in the link. In this case, highly rated on TripAdvisor and then there's the link itself which goes to our profile on TripAdvisor. I left a little note. It's good to tag the person who's actually working on it. Working on linked to TripAdvisor profile and copy. Coming down the page, we get to the page contents section. This is where the designer and the copywriter would be spending a lot of time. We'd expect for the designer to put each image directly into here so that the copywriter knows what image they're writing to. This is the image from the design here, as you can see and then we have the H one that the copywriter has written. Fun in the sun is the H one that would go right here. Fun in the sun would replace this and say over top of the image as per design. One thing to keep in mind, is it makes everybody's life a lot easier if you actually format this text using the built-in heading styles here. H1, H2, H3. We talked about how you can use all of those. It's really helpful for copy and pasting things into a CMS if they're already formatted that way. I also comment H1, just so the developer really notices that this is supposed to be an H1, please don't tag it as an H2 or a H3. Next, I like to use these pipe dividers to designate sections when we're looking at the Copy doc, so if we jump back to the design that hero is one section, and then the next section we get activities in the canyon. Section divider again, and then we get into the main contents section and so on. One thing, keep in mind, internal links are great, especially when we use the keyword of the page we're linking to and the external link. We're talking about a rock-climbing here. We're going to link to our rock climbing page using the URL that we designed, and we're going to use the word Rock climbing. It's good to avoid using links that say, "Learn more", "Click here", things like that are generic and use a links that are descriptive. For a way into the Rock-climbing page use the word rock climbing. If you're linking to the camping page as we are here, use the word "Camping". This is one of the things that it's good to train the copywriter upfront to be looking for those opportunities. But you'll also come back as the SEO analyst and go ahead and add these where possible. As you can see down here, the copywriter put in checkout our glowing reviews on TripAdvisor. Using the ask that I had here of adding TripAdvisor there. That kind of structures help how we design a page. we got to go it through and make sure that all the sections of this design are represented in that Copy doc, so you can see I still need to add the Plan your Visit section and this Call to Action section. Then if we scroll down, this page map section just basically repeats, so you'll need to fill out each one of these for each page you have copy and paste these table blocks for as many as you need. If you have 15 pages, you're going to need 15 of these. It can definitely be a bit tedious. Usually, the most work of making a website is the copy writing. This is a big bulk of the work. That's actually not that much work for the SEO analyst, it's more work for the copy writers. That completes the Copy document planning phase. 13. Conclusion: Congratulations, I hope your website turned out beautifully. Please share your project with me in the comments. I would love to provide feedback if you get stuck or have questions. If you want to know why I did things one way and not the other, please do not be shy to ask questions. I would love to stay engaged on this course. So thank you and good luck with your websites.