SEO in 2020 For Creative Entrepreneurs | Rebekah May | Skillshare

SEO in 2020 For Creative Entrepreneurs

Rebekah May, Hi! I am a digital marketing nerd

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37 Lessons (1h 2m)
    • 1. Introduction video

      1:07
    • 2. What You'll Learn

      0:44
    • 3. Your Class Project and Workbook

      0:31
    • 4. Let's Talk Website Needs

      3:25
    • 5. If you ONLY Remember 3 Things!

      0:50
    • 6. Finding Your Target User

      2:12
    • 7. These Types of Keywords are Critical

      3:23
    • 8. Keyword Best Practices for Etsy Sellers

      0:57
    • 9. Optional: Keyword Exercise

      0:27
    • 10. Common Intent-Based Searches

      1:42
    • 11. Optional: Identifying Intent Based Searches

      0:23
    • 12. Incorporating Keywords in your Site

      1:58
    • 13. Creating Content

      0:45
    • 14. The Most Important Type of Content to Create

      1:15
    • 15. Making Google Happy with Best Practices

      1:09
    • 16. 3 Key Types of Content

      2:55
    • 17. Optional Exercise: Creating Great Content

      0:33
    • 18. Take Advantage of these Types of Search Results

      0:26
    • 19. What are Answer Results an how to get them

      2:19
    • 20. Ranking for Video Results

      2:16
    • 21. Showcasing Your Images in Google

      1:13
    • 22. Optional Exercise: Taking Advantage of Search Results

      0:24
    • 23. Must-Know Best Practices

      1:21
    • 24. Lets get (a little) Technical

      0:16
    • 25. Optimizing Your Title Tags

      1:53
    • 26. Optional Exercise: Title Tags

      0:28
    • 27. Optimizing Your Meta Description

      2:55
    • 28. Meta description exercise

      0:32
    • 29. Internal Links

      6:39
    • 30. Linking exercise

      0:25
    • 31. Importance of Trust & Authority

      3:54
    • 32. Gaining Authority

      2:43
    • 33. Promotion Tips and Getting Backlinks

      3:36
    • 34. Avoid These Mistakes

      1:34
    • 35. Tracking Your Growth

      3:04
    • 36. Final Thoughts

      0:35
    • 37. Get in touch!

      0:42
65 students are watching this class

About This Class

Updated for 2020

Get discovered in Google, and drive more customers to your site and products.  Whether you have a website of your own, or you use platforms like Etsy, these tips will help you improve your visibility online. 

SEO Made SIMPLE

Tired of being overwhelmed by SEO advice that feels too technical?  Learn industry secrets for quickly and easily optimizing your website.  No confusing technical details or expensive tools needed.  Learn the secrets your competitors already know, today.

By The End...

After watching this class, you will have the tools and experience needed to optimize your own website, and develop engaging blog posts that drive traffic to your products 24/7.

You Will Learn

  • Why SEO is THE most important marketing channel
  • How to integrate your social media efforts into SEO for a bigger return.
  • How do identify your ideal customer
  • How to attract your ideal customer to your site
  • How to monitor your marketing efforts.

Transcripts

1. Introduction video: Hello and welcome to the search engine optimization course on skill share. My name is Rebecca May. And I'm your teacher today a little bit about me. I have spent over 10 years in the industry developing s year strategies for high profile clients. I am so excited to teach you what I have learned. I have taken all of the information from those years of service and distilled it down into the most critical information. You, as a creative entrepreneur, needs to know to succeed online. I am confident that if you implement the strategy is discussed here today, you will see success. My biggest passion is helping creative entrepreneurs like yourself grow your brand and your business online. Please be sure to share your final project with me at the end of the course. I hope you have Justus much fun taking this course as I did creating it for you. I'm super excited. So let's get started 2. What You'll Learn: No, let's discuss what you'll learn. I have structured this course so you can learn the key things you need. Teoh easily optimize your site without getting bogged down and unwanted technical details. We will cover how S CEO can help you. Why you need your own website if you also use platforms like etc keywords and search visibility and how these will help your regardless of the platform you're using. How doe Identify your target user, how to create compelling content that attracts and converts thes users and how to do effective outreach and website promotion. 3. Your Class Project and Workbook: Now, before we get started, let's quickly touch on your costs project. The final project will be to share a page on your site that you've optimized, given the tactics we've discussed throughout the course to help make your final project easier, as well as give you some practice along the way. I've included optional exercises throughout the course that you can complete to help you with your final project. Simply download the attached workbook and follow along. 4. Let's Talk Website Needs: I want to start out by addressing the elephant in the room, especially with entrepreneurs of creative disciplines, many use, etc. And other third party platforms to sell products. And the common question is, do I really need a website of my own as well? If you already have a website of your own, you can skip this section for others. Well, you don't need one for this course as the tactics here can be applied to etc or other platforms. I do think it's been official toe have at least a block of your own. Let's discuss why s e. O or the act of optimizing your website to get more traffic from search engines stands for search engine optimization. A common misconception is that S CEO means optimizing for Google. This is mostly correct since Google has the largest market share in search. But it's easy to forget that other platforms are search engines to sites like Etsy, Amazon and more. All have search engines within their platform in an effort to provide the most relevant results to their users. While all search engines have their own unique algorithm, the best practices discussed here will help you perform better on both Google and individual platforms. Another common question is, but I already have instagram and get a lot of engagements and sales from there. Do I really need to focus on S E O to answer this? Take a moment to think about the last time you searched for something you needed or the answer to a question you had. Where did you go to find the information? Unique Chances are, your answer to that will be Google, and chances are highly likely your target user is also using Google. In fact, there are 3.5 billion searches on Google every day. That's a lot of searches out there. A user will generally start their search on Google and then will be presented with results from other search engines such as Amazon, Etc. Or Pinterest, in addition to websites that are relevant for that query. One thing you don't see here are results from instagram or tick talk. So if that is your only platform, you're missing out on a lot of potential visits. The goal here is to better enable users to discover you through both platforms, whether you sell products just on 1/3 party website or you already have your own. Your website is the area you have the most control over as faras content in style. So, for example, if you have a website of your own, you can optimize this for specific searches. You can then drive that traffic to specific products in Etsy, Amazon or other platforms. The reverse is also true. If you have a website, you can optimize your Pinterest presence to draw traffic back to your website. In the end, it's excellent to have a diverse way for customers to find you and not put all of your eggs in one basket. Now let's move on to the good stuff. 5. If you ONLY Remember 3 Things!: now, out of all of the material I present here, if you only remember three concepts from the entire course, I want it to be the following. The three biggest factors to performing well in search are creating consistent quality content that addresses a consumers need, using the right key words that they are using delivering an exceptional experience. Believe it or not, Google does look at how users behave on your side as well and building authority and trust both with users and search engines. We will dive into these areas in more detail. For now, let's start with the secret sauce keywords. 6. Finding Your Target User: to begin. Let's first define your target user. You need to clearly understand who they are, what their needs are and how Onley you can help them. When we look at all of the types of users out there, we can boil down your potential audience into two distinct groups. The first are people who want to buy products or services from you. The seconds are people who want to learn from you who want to know how you do what you do. These can be people looking for things like tutorials that you provide, or they can simply be people checking you out and following you to get insights. Time for a quick exercise. Go to your workbook and mark down what type of person you believe your target user to be. Are they a shopper? If so, is it likely they're shopping for themselves or for someone else? Are they a learner looking to get tutorials around what you have to offer? Jot down these notes and then come back and continue. Now let's dive into your target user a little more to better understand them in their needs . We need to know what their interests and hobbies are with their income ranges, maybe similar items they own and use regularly, and what type of media they consume, what age they are. These can all play a role in what types of things they purchase or what types of things they search for. For example, are they a student? Maybe have less income? Maybe they wanna learn how to do stuff. Are they apparent? Maybe they're shopping for things to make their lives easier or for things for their Children. These can all play a role in how and what your potential user searches to find you. Now let's quickly go back to the exercise book and note down some media ideas that come to mind when thinking of your target user. This will help you craft content that better enables these people to find you. 7. These Types of Keywords are Critical: Now that we have this information, let's move on to selecting the right keywords to better illustrate how to find keywords. Let's use this example. So there's this beautiful dog mom bracelet, and the title of the product may just be dog mom bracelet. That's descriptive enough, but only a small percent of your users may actually use this search term toe. Find this product. There are dozens of ways people may come about finding this product. They may not even know a dog bomb bracelet exists. Many users may search for things like gift ideas for dog lovers, personalized jewelry and then may even realize always personalized jewelry for dog lovers. I may be interesting. They may be searching for something like stamped jewelry, gifts, engraved gold bracelets and more. It's important to think of all of the ways users might take toe. Find your product or service offering now at that specific example in mind. Let's look at different types of cured surrounding that you could use something like jewelry. It is what that product is, but it's also very broad and highly competitive. You can get a little bit more specific and you something like personalized jewelry but that still is pretty broad around what the topic actually is. Maybe you want to search for something even more specific. Personalized charm bracelet that's great. That actually identifies that the users looking for bracelet with charms on it. They want something personalized and unique to them. That's a really good key, where to start with. And they didn't even better. More specific keyword might be personalized charm bracelet for dog owners. Maybe the person knows that they really love dogs or their friend really loves dogs, and they want something personalized to give them. Maybe they don't specifically know it's dog mom bracelet at this point, but these air types of search queries users might use now, as I was saying, the last two terms are the best for S. E O. The last two are the types of keyword search terms. You really want to go for these air known as longer tail keywords because they make up 2 to 3 to four keywords. These keywords have a lot of specificity, and that specificity is good in two ways. It's less competitive. She can more easily optimize for this term and has a higher likelihood of conversion because it directly matches the users intent. When we look at a popular study done for these long tail keywords, they actually account for about 70% of searches. That's a lot of searches. This specific example is using shoes, but you can apply this to any industry. Basically, you want to find nice three word descriptive phrases that you can highlight your product or service under. To help users find you. These will be easier to find in search and be easier to make a sale. 8. Keyword Best Practices for Etsy Sellers: if you're honest site, like etc. You can use these keywords in your tags as well. Some great you were best practices for etc. Is to make sure you're using all 13 tax. Keep these tags under 20 characters. This usually means descriptive to phrase keywords like personalized jewelry. That's not necessarily something we would want to target as our main search term, because it's still very broad. But on these niche search engines like etc. They really do help. The title of the product can then be more descriptive. Personalized jewelry for dog lovers. See how you then get personalized jewelry, which is a tag you used and four dog lovers toe. Add even more specificity into that that really help you rank higher in both etc. Search engines and on Google. 9. Optional: Keyword Exercise: as a quick exercise. Go back to your workbook and think about what are some 3 to 4 word phrases users might type into Google to find you in your specific products or your services. If you're an XY user, also think about how these 3 to 4 word phrases can be shortened to use as tags. 10. Common Intent-Based Searches: Now, when we think about keywords, it's also important to think about using keywords in the context of different types of search queries. The remain categories that we often see search queries around This includes direct purchases. So someone even typing by dog bracelet by products for dog lovers they can be information seeking, such as What type of gift might be good for a dog lover. Or they can be gifts as well. Like they could be both information seeking and in the gift category. Sasha Event category. Somebody maybe typing Christmas gift ideas for their spouse or best friends for dog lovers . For a variety of things, think about all of the different exciting combinations here. Or they could be comparison surges. Many people might be looking for the best blank for blank may be the best gift. $4. The best type of bracelet or type of jewelry to give my spouse is blank. Better than blank. Maybe we're not talking about jewelry here. Maybe we're talking about different types of canvases to uses this canvas better than that type of canvas. Or they could be brand and product reviews so people might be typing. Ah, your brand name plus reviews to see how well your product holds up over time or how people actually enjoy it. It's really important to consider all of the different types of search queries and how they might apply to you. 11. Optional: Identifying Intent Based Searches: as an added optional exercise. Let's think about how your target user is likely to use these types of search queries. In conjunction with the white you have to offer Go to your workbook and brainstorm 2 to 3 example queries based on the search types we just discovered we just discussed. 12. Incorporating Keywords in your Site: before you completely wrap up our cured research section. Let's also cover how you convey best. Use thes keywords, so you need to use these keywords in title tags. Title tags are one of the best places. For key words, these can be the title of your product that shows on your website the title of a page or block post. Really think about it in the context of what users are likely to search for your product. Names are also really important areas to use keywords in. Don't forget about your product description. It's not only meant to entice and attract user who's already on the page, but using important keywords here will help Google discover what that product is about, and rank that for relevant keywords and search queries. If you're using a platform like Etsy, Google will often take about the 1st 150 words of your product description and use this as the sites description or meta description in search results. So this may be the first thing your consumer sees about your site or product from browsing Google before they even land on your product. So you really want to make sure that this is exciting to them. Next, it's really important to use Q words and block posts. Keywords can even give you great ideas for block posts, right about when you think about all the questions. Users my ask around your product or service. And combine that with the search types. We discussed these air excellent block post ideas that condone drive in more traffic from search and that you can then drive to your specific product or service. Well, let's guess more about title tags, meta descriptions and all of that as we go along. 13. Creating Content: Now let's jump into the exciting world of content, one of my favorite subjects. Now that we understand our users and search queries that they might use, let's look at how we can create content that surfaces for those queries and addresses. Those needs in this section will discuss why content is critical and why it needs to be consistent quality content, important reminders that you should keep in mind when creating content that both search engines and users love different types of content that you should be aware of and how they affect your S E O and some good best practices to keep in mind to ensure success. 14. The Most Important Type of Content to Create: Now let's define content. What is content? Really, When we speak about content, it's important to keep in mind that this is a very broad category. It includes your products and their titles, their descriptions, user reviews and more. It includes any images and video or audio you have on your site and also includes articles such as block posts you've written or another educational section of your site that you may have out of these three sections. Articles are the best way to drive traffic for those long tail keywords that make up 70% of searches. Those keywords generally belong to research driven, well thought out articles on block posts that can lead consumers directly to specific products you want to highlight. Remember, the point of content is either to directly or indirectly in a lot of cases, get your products in front of consumers that can then by the product and make you more successful. 15. Making Google Happy with Best Practices: There are a couple rules and best practices to create great S E O optimized content. The main ones are twofold. Content should be static. This means that you shouldn't drastically change content frequently once you publish it. This will cause some confusion with search engines, since they will have a harder time understanding what the topic of your page is and what cures it should rank for. The second is relevance. Once you've chosen a subject for a page, you should keep the content of that page as relevant as you can to the topic at hand and one of the most important tips for good content that both search engines and users love is uniqueness. There is so much constant being produced in the name of S E O that is unoriginal or straight up copies of another article. In order to rank well, you need to show search engines that you have a unique spin or point of view on the topic. 16. 3 Key Types of Content: when classifying content, it could be broadly classified as one of three types evergreen, trending or seasonal. Sometimes it can be a mix of these evergreen content is content that will be relevant regardless of the time of year and is still as informative three years from now as it is today. These air topics people are always going to seek information about evergreen content can drive predictable recurring amounts of traffic over time and help you build a loyal following and user base. Some examples of content topics that are evergreen are like five must know tips for drawing portrait. It's the number can obviously change, and the topic can change. But that's a subject that people are never going to lose interest in. Another is guide for Positioning riel, lifeboat of subjects or how to frame an acrylic painting thes air, all topics that will never go out of style. Next, we have trends, trends, congee, short term, lasting only a few weeks. Or they could be longer term but generally will have some sort of expiration they attached as popularity and interest will dwindle, Taking advantage of trending topics when writing articles or publishing videos can get you a large amount of initial views due to the unusual spike in search volume around the term and can introduce people to your brand. Sometimes, however, it can be harder to hold their interest unless the trend is very closely aligned with what you offer. So it's a bit of a delicate balance when deciding whether or not you want to create content for trending topics. Last but not least, is seasonal content. Seasonal content can easily fit into two other classifications off evergreen or trending as well, in general, focusing on evergreen. But seasonal content will help you continue to drawn visits to the article or video year after year and earn authority on the subject. Some examples of seasonal content that could be both trending or evergreen would be fall bouquets that look amazing or something a little more trending. How to draw snowflakes in procreate Procreate may not be around forever, but it is pretty evergreen, so you have a pretty good shot there or ornaments for baby's first Christmas. All of these are topics that will generally have a good amount of search volume year after year 17. Optional Exercise: Creating Great Content: it's time for your next optional exercise. This exercise is meant to help you brainstorm some creative and fun ideas that you can create content around. You can use thes ideas as inspiration for your own blawg videos or even social media channels. Later on. Take a moment to think of content that matches at least two of the categories we discussed , so that means evergreen trending or seasonal, and then write that down in your workbook so you can reference it later. 18. Take Advantage of these Types of Search Results: in this section, we will discuss search result types and how you can take advantage of these with the content that you create. You've probably seen these in Google yourself and not really paid them too much attention. However, getting one of these coveted specific types of search results, also called rich results or rich snippets can drive a significant amount of traffic to your site. 19. What are Answer Results an how to get them: the 1st 1 to discuss is answer results. These air articles that display when a user types of specific question. For this example, I typed good modeling poses for photographs and got these results. There are a couple things you'll notice here. Let's go to the article directly toe, Look around. This is the article that showed up for that top rich result we were looking at earlier. You'll notice that key words are repeated naturally throughout the article. So we have model poses here and here. And then even in the first paragraph here, as we scroll down, will also see that it's within the section so you'll have this nice heading tag that also has the key word in it. Some supporting text that includes the cured still naturally and then is re scroll down. We see that it's set up, so each section or pose is a number, followed by the pose name and a photograph in. Each one has a block of text underneath. So as we go through, we see that each one of these has a number which corresponds to the bullet list we saw in the search results for that type. One thing you also want to keep in mind is that each of these sections include a relevant photo. So this article does a really good job of one incorporating natural keywords to listing these out in a numbered bullet format. Three, including supporting text underneath eat Section four, including relevant photos next to it and including the key word liberally but naturally throughout the article. When we go back to the actual search results we can then see again has a list of numbers. Those correspond to each of the sections we saw in the article. So Google's able to take that information because it has that number format and distill that into a really easy numbered format for users to see in this search result type. 20. Ranking for Video Results: Now let's look at another example. The video result, like the one before this one, ranks at the very top of search results above all other organic results. So this can get a lot of views in traffic. This is often called position zero. With this video know how Google even highlights a portion of the video that it finds to be most relevant for my cured. For this example, I typed in how to create a stamp. Let's take a quick moment and look at the video directly. I won't play it because I don't know about copyright in all of that, so you can go ahead and listen to the video on your own, if that interest you. So this is the video page. One thing you'll notice if you watch the video is the first thing she does is tell users that she has an exciting announcement at the end. This keeps users engaged enough to watch the whole video through to the end, and this is a metric Google looks at as far as which of videos it should rank and search results or even YouTube search. When we look at the description, we can see that she also uses important keywords related to stamp making. Naturally, throughout the constant here she has likes for the video as well as dislikes. The Dislikes don't cause any negative effect on a ranking. It actually tells Google that its content that is maybe a little controversial and can actually help it'll. And then she also includes relevant links within the content to her own sites. Now, I'm not sure she's done this, but keep in mind that if you do make videos, you even get an extra boost. Or you can, if you include the video in a relevant block post as well. So you could just embed the YouTube video as it is in a block post that has a lot of supporting keywords and content that will enable both users and Google to discover it better. So you get more views, you get that crawled more frequently, and you get a higher chance of that ranking in both Google and YouTube, 21. Showcasing Your Images in Google: the next search result type. We want to discuss our image results. Now. Images are really great for product marketing, the's air keywords that can ideally lead to an image based search result, which helps get your product up front and center of users to rank well. For these types of image, search is make sure that your image is on the page that utilizes thes keywords, whether it's an article or the product page itself. This lets Google know that the image is relevant to that search term. You should also make sure to use all texts for each image using the product key words that are relevant to the image in the product itself. And it's also helpful if you name the file based on a relevant keyword. So for this example, man a potion necklace, the person might want to name this like manna potion necklace, thought Jay pek or PNG whatever it is. And this will also give just another little signal to search engines what the image is about, so that really helps you drink a bit higher, a swell 22. Optional Exercise: Taking Advantage of Search Results: now that we've covered the top three rich result types that you can take advantage of, take a moment to think of some questions or search queries around products or services you offer. Note down which result types you get and what you might need to do in order to obtain a result. Four Queries like this. Go ahead and open your workbook and follow along. 23. Must-Know Best Practices: in review. There are some best practices when creating content that you should keep in mind. This will help keep the content compelling for users, so they want to click on it, read it and click through to any products or services you offer, and it will help the constant brink better in search. The number one rule is, don't duplicate your content, whether it's your own or someone else's. This will cause the content to compete against each other or the original posted constant by somebody else. So always just drink higher and would be a waste every time. Next. Make sure you keep your content focused on the topic at hand. If you're writing an article about a certain topic and it gets really long, look at how you can break it up into small, relevant pieces for the topic. Targeting a specific keyword around that next is linking. Make sure you linked to a lady content both within and outside of your site. These links will help Google discover the content and help users discover it as well. Also be sure to add variety at a variety of content and resource types, so this includes videos, images. Make sure to add bullet points. The Google might consider it as a rich snippet and more 24. Lets get (a little) Technical: Welcome to the section on technical s CEO for this area. We will lightly deport toes in the water of the more technical side of S e o. For those of you who aren't techie, don't worry, I will keep this simple. 25. Optimizing Your Title Tags: We're going to start with one of the most important areas to incorporate keywords. Your title top. The addition of tag sounds confusing, but it's basically a pages title. If we go to Google and search for something, let's go ahead and say Procreate watercolor brushes. We will get these results. The blue text that you can click on is a Sites title tug. So all of this blue text, our title tags for pages. The title tag serves a couple purposes. One. It's the most important place to put keywords. This is because Google uses this to really get a good idea of what the pages about. Second, it tells users with the pages about, and it should be enticing for them to click. There are a couple of best practices to keep in mind when writing title tags, you'll notice is re scroll that some of these end in dot, dot dot. That's because there's a character limit to what will display. This is about 60 characters. Google will crawl more than that, but it doesn't look good to users and can lower click through to your site. So it's a really good best practice to stay within those character limit requirements. Secondly, you should focus on having the most important keywords close to the to the start of your title tag this AIDS and click through. But it also helps with ranking for these important phrases. 26. Optional Exercise: Title Tags: we're going to stop here and do a really quick exercise around title tax again. This is optional, but it will really help you put this into practice. So the exercise here is to get out your workbook and create a keyword rich title. For an article you have video you have or product. Just a page on your website using the title tag Best practices that we discussed. 27. Optimizing Your Meta Description: Now let's talk about meta descriptions. Sounds a little scary, but it isn't like the title tags. Meta descriptions show up in Google results. Let's go back to our previous example. Now what we see here is that the black text underneath search results is the sites mother description. Now the important thing to note is thes. Do not have an impact on your sites. S E O. You could stuff this full of keywords, and it wouldn't rank any differently. But this does have a significant effect on how likely a user is to click on the result on Go to Your site so it does affect traffic. Now note that like title tags, we also see some dots here. These can also be cut off. This is because there's a character limit in this case, about 160 to 170 characters. You'll notice. Sometimes sites have a little bit more than that. Google sometimes tests around stuff, creates its own meta description that it feels is the most relevant, based on the constant on your page. So this is also why having a good amount of content on your page that Google could understand the concept of and pull from is going to be really important. For most cases, customizing your own meta description is really important. Because if you don't have one, Google's just gonna pull a random chunk of text from the page and may not even make sense. It'll probably just be the first chunk of text within the body of that pain, especially if you're an Etsy seller. It's gonna be like the 1st 150 characters of her product description. So you really want to make this area unique and valuable to users. Some good best practices are to include important keywords. While it doesn't matter for S E O, you'll notice that they get folded. So what this does is it draws attention to the search results and that will help users click next. It's important to include a call to action. None of these sites are actually doing this, and it's a huge missed opportunity, a good example of something like download our watercolor brushes here, or click here to see the watercolor Russian action, something that tells the user to click to your site and take a specific action in my tests with clients I found that by adding a call to action, there could be a significant up to 300% improvement and click through just because you're letting the user know what action you want them to take. 28. Meta description exercise: Okay, We're going to take another quick pause and give you another exercise this time around, meta descriptions again. Doing this will really help you remember the information and put it into practice. So what I'd like you to do is get out your workbook again and create optimized meta description for probably the same page on your site that you used for the title tag. It could be any page, article, video or product page and just follow the best practices that we discussed. 29. Internal Links: now let's dive into internal linking. Internal linking is basically linking from one page of your own website to another page within your website. This is super important to your website and to your S e O. This is really important because it helps Google find pages on your site so they could be added to its index. This helps users find your pages both through searching on Google or through within your own site, and it helps inform search engines about the hierarchy of your site. This way, a search engine can better understand the structure and what priority one page may have over another. For this lesson, I created a simple internal linking diagram to illustrate my points. This mimics a typical top level menu or navigation you might see on a site so you might have your blawg, a top level category like custom jewelry. And you can cook on that to see more information and then maybe just a general information section with F A Q. Our about pages or more. To keep our example simple. Let's stick to one section. We're just going to cover the custom jewelry section, but keep in mind the all other top level categories or sections of your site should follow the same best practices. For this example, let's pretend that you make and sell custom jewelry, so your top level category might just be custom jewelry now, because you're excellent at what you do, you've learned to make all different kinds of custom jewelry, so you linked to these as sub categories. So in this example, the custom jewelry, top level navigation of user were to click on that or hover over it. It would then show thes second level categories of bracelets and necklaces. In general, having a good link structure back and forth is really great. However, you don't necessarily need to link between bracelets and necklaces at this time because these air still very high up in the hierarchy and they're very broad. They're still categories. Now, when we go down further, we should see products. You shouldn't add another category level between bracelets and the actual products, because that would mean your products become four or more clicks deep. Always try to keep her products three clicks deep from your home page. At most, this tells Google that the products aren't buried too deep in your sight and that they belong to a specific category which reinforces their important. The same structure with the three click rule goes for any type of page on your site. Now, to help Aid S CEO, you should also link from other products two other product pages. This is because these pages are a little bit deeper down in the hierarchy, so it will help Google discover and crawl all of these deeper level pages so that they can get antics the same ago if you had a block. So if this was a blogger, you might have your category level pages and sort of bracelets and necklaces, and then you'd want to try to link related block posts to another one. Some e commerce sites like Amazon, for example, would use a recommendation engine for this. You've probably seen it where you see users who bought this. Also bought in the Net lists a lot of other product recommendations. This is basically a clever way to get users to continue to click through the site in few more products, but also to get Google and other search engines to continue to crawl and index other products within the site. While you may not have access to easily build a recommendation engine for your site, you can do this manually. So just to the product description that you write, think of related products that a user might also be interested in if they were looking at, were considering purchasing this one and then at a little section. If you like this, you may also want to check out these products and then link link link, are at a picture and then linked those images. Either way, it'll keep both users and Google clicking through to those products. The same again goes if you have a block, sometimes you'll see related posts at the bottom of a block post, and that gets users to continue reading related posts to the subject they're already on. So if you don't have that in your bog, you could always just try to think of related blawg posts when you're writing your blawg and then linked to that within the post itself. Now any industry can follow these best practices, even something like a wedding photographer showcasing photos. So in this example, you who classify things by photography at the top level, or even wedding photography. If you want to get really specific and then depending on your preferences, choose the type of photo like engagement photos, wedding photos, first look, photos or more. And then you could classify it further by a different location. The setting, maybe the names of clients or more. As a reminder. Follow these three best practices with internal linking always linked to similar products or block posts. This makes sure that Google continues to link and click through and discover deeper level pages of your site. It also keeps users clicking through to other pages. This not only helps users discover more products, but it increases their time on your site, which is a positive metric for S E. O. So that does have indirect drinking correlations as well. Next, think three clicks. Try to keep your structure to three clicks deep max. Anything over that is more difficult to end up, and then, as a reminder, make sure you have a clear hierarchy. If you have a flat hierarchy where everything is just like one click away, then Google doesn't know if your F A Q pain is more important than a necklace you're selling. For example, and you wouldn't want an F A Q paged, outrank a product. So having a hierarchy is really important to helping search engines understand the type of content and to prioritize it when ranking. 30. Linking exercise: Now let's cover our next optional exercise For this one. I recommend choosing 1 to 2 relevant products or articles. If you're running a block and then figure out which ones you can link to back and forth, you can use the workbook for this and just type the name of the page or in your notes you can copy the specific Urals. So you have this for later. It will really help you with your final project for this course. 31. Importance of Trust & Authority: Now we're going to move on to developing trust and authority and why these are actually some of the most important things to your Seo strategy. Let's start out by defining what trust is in the eyes of Google. When ranking your website, Google will look at several factors to determine how trustworthy a site is. Remember. Google wants to provide users with a good experience, so sending them to sites that may be a scam or the to a dissatisfying experience for the consumer won't allow users to trust Google so they'll go elsewhere. Trust is especially important if you take money for a product or service. What are some ways you can improve trust with Google? There are several ways you could do this. Ah, good best practice is to stop and consider what you would find trustworthy as a user. If you were visiting your own site, what would you look for? To better discern if the constant presented is reliable to make it easier? Here are some other things Google looks for both algorithmic Lee, and when doing manual quality reviews of a site, they'll typically look for quality content that doesn't look machine generated. I think we've all been in that place where we've clicked over to a site and it's just kind of gibberish. They look for links to reputable sources. For example, if you're presenting data, are you linking to sites like Wikipedia or scientific articles to back that up? They'll want you to have an about page with a way for users of your site to actually contact you and reach you with any questions. If you accept money, they'll want you to have a clear return policy. Other bonuses are using icons for businesses you work with. For example, if you take payments from stripe or PayPal, you can add those logos to your site. They'll also look at whether or not you own your own domain. For example, are you using AH, free WordPress or blogger site? So it's maybe you know Sally's cupcake. Stop blogger dot com or Sally's cupcakes dot wordpress dot com. If you own your own domain, this is a big boost. It's an even bigger boost if you own the domain for two years or more into the future, and this tells Google you're not just a scam E site set up to take people's money and then leave in a month. Another good way to improve trust is having https certification. Most main sites like Squarespace, Wix WordPress will automatically do this for you. Some will have a small fee attached, but it's worth it because that s stands for security. And that helps both Google and users know that if they're giving their payment information to you, that information is secure. Also reviews and testimonials both on your own site and outside of your site. A big thing with these is to make sure their natural and they don't look like you're paying people toe leave reviews all over the place and last If you've been seen in any major media publications, let's say you got featured out a great website put in as seen in thing and actually like include the logo and a link to that site. Don't just add the logo. Some sites will be like, Oh, I've been seen in all these great media outlets, but they don't have any references to that at all. Anybody could just add those, so make sure you link back to the article that you were included in 32. Gaining Authority: next, let's discuss what authority is in the eyes of Google. So authority and trust go hand in hand. While trustworthiness is a measure of specific signals that indicate your legitimate business or an expert on a topic, authority will tell Google how popular you and your websites content is. The more popular it is, the more authoritative it is seen as, and this helps your constant rank higher for related queries. So how do you earn authority? It all can be summed up into pretty much one recommendation. Google looks at links pointing to your site from other relevant sites. Basically, these count as small boats for your website, and the more votes you have, the more authority you acquire when getting links from other sites. Keep in mind the more authority a site linking to you has, the more authority it will pass. For example, if you were to get a link from Forbes, this is going to be way more credible than a link from Sally's Cupcake book. All links from quality sites are important, however, so don't start discounting smaller blog's and media. This may be where you need to start out, and when you look at it. Most of your link profile is going to be these smaller to medium sites, with maybe a couple big sites sprinkled in. But not all Web sites that rank well even have links from huge media publications, so don't worry about it. It's just an example. The next thing to consider is topical relevance. This basically means that the site should be pretty similar to yours and subject material. Let's say you offered custom embroidery designs. Any links from craft related sites, art sites and more would be perfect if you suddenly started getting a bunch of links from car rental sites that won't match up. And Google may start to think this is suspicious. The next thing to look at is negatively suspicious. Links like the ones from car rental sites just mentioned, can actually cause harm if you earn too many of them. Google will take this as a sign that you're actively trying to optimize your site by building unrelated links, and it can penalize you when considering links. Remember that one great link from a relevant blawg, like other embroidery or sewing blog's from the past example, is going to be better than 50 links from car dealers 33. Promotion Tips and Getting Backlinks: to earn links, you will need to produce consistent quality content that people naturally want to link to. But let's not kid ourselves. The chances of that being just magically found without promoting your site at all are pretty slim. So always make sure to promote the constant you create. This helps generate links and help spread the constant further. There are lots of ways you can do this. First. Social media helps you get more exposure and more visits to your content. And then these people may then linked to you and share with their following. So this has really good indirect benefits to your S E O. Second, and often the most important fresh CEO is outreach. Outreached other sides for the purposes of link building is often needed. Build relationships with other business owners, bloggers and more. And last but not least, don't forget to send your latest content and posts to your email list. If you don't already have an email list, this is so important. This helps all of your marketing in general, and you should do this right away. When looking at outreach opportunities. Here are some examples of where you may be able to obtain links. A lot of sites accept articles from other authors. This is also known as guest blocking. Some may say this isn't worthwhile now as it was in the past, but as long as you focus on writing quality content for reputable and relevant sites, this can really boost your S E O. Next, look for a resource lis in your industry. Resource lists are basically a page where the site owner has put together Ah lot of links in reference material toe other sites and things that they find useful and believe their users will to thes are a great way to get a link, as thes air usually just set aside for the purpose of recommending. These resource is so If you find a resource list in your industry and you have a good quality resource to provide, don't hesitate to reach out to them and let them know next. Broken link building. This is another great tactic. Pages change. Websites go down, things move, and as a result, links break the next time you're reading a blogger article that's relevant to your business . If you notice a broken link within that article, think about what resource is you have on your site that can replace that. Then email the Web master with your suggestion. Chances are they would be happy to update this because it saves them time for having to dig around and look for a new link. And no Web master wants broken links within their site. The next example is kind of a gray area, but I wanted to include it because it works sponsorships. You can find sponsorship opportunities where businesses will think their sponsors and linked to the sponsor's website. Some of these are available at a low sponsorship cost. Now this is a gray area because it technically falls under paid linking. And Google is against obtaining links for money because this is seen as manipulative and can be kind of spammy. So don't make this a big part of your link building strategy. But a couple here and there will also help show that your a reputable business that support your community overall when link building, it's important to be creative and keep an open mind to new opportunities 34. Avoid These Mistakes: one last thing to note. Make sure you avoid anything that looks spammy or two intentional. I'm sure you read an article where you scroll down and noticed that the comment section is full of things like, Hey, check out my new site about cheese or whatever the subject matter it. It's annoying, and these types of links don't help you at all. So these people are basically just out there wasting their time. So avoid leaving comments everywhere with the link to your website. It's going to be seen a spammy. It's gonna waste your time, and it's not gonna help us, you know. Another thing to avoid is reciprocal linking, which is basically trading links with other site. This can happen naturally a few times, so some are OK, but don't make this a major practice. You also have to be careful with product reviews when they happen. Naturally, this is a great thing for your CEO. Helps both your trust and your authority. But Google's become a little wise to where businesses will send out free products to influencers, and then these influencers will write a block post about it and talk about the product. This has become so popular that there's now legal requirements that people have to say whether or not they've been reimbursed for their review. So try to avoid these types of situations and keep that to a minimum. If you do make sure that the blogger does include that statement. That way you won't get in trouble from Google if they discover a lot of these links to your site. 35. Tracking Your Growth: now. Last but not least, let's talk about tracking your efforts. It's so important to track your efforts. This allows you to see what marketing efforts are working and what aren't. With the appropriate tracking tool set up, you can see things like how your users are behaving on your site, the type of content they consume, the number of pages they view and more. This gives you great insight into what types of content your users prefer, and you can continue creating that content, driving more and more traffic to your site. Let's discuss some important tools for tracking your marketing efforts properly. The first is Google Analytics. This is a free tool by Google, and it's very beginner, friendly but also really scalable, so you can go from beginner to really advanced. With your analysis, Google analytics will give you insights into how your users are behaving on your site, the types of content and pages there arriving at from other sites what sites and areas people are coming from the most. So being able to identify what websites are linking to you is really helpful. There's also really cool areas where you can see what your users are interested in as faras topics similar to your site, So this will give you a lot of great ideas about related types of content. You can create other types of sites you can reach out to for partnership and link opportunities and more. The next is Google Search Council. This is also a free tool from Google and that provides great technical insights so you'll be able to see if you've been hit with any penalties. If Google's finding any error pages on your site, common issues that may happen crawling your site sites that are linking to you and a ton more bring tracking tools are tremendously helpful. I highly recommend SCM. Rush does not Onley tracks keyword rankings for you. It recommends keywords you should target it recommends constant. You may be able to create around types of keywords. It provides link opportunities and more to really great all around Tool and I have partnered with them so you can get 14 days for free. In the last is your platform analytics. If you use a site like Shopify, Squarespace, WordPress, all of those content management systems generally come with built in analytics for you. Keep in mind. These can be pretty basic, but it's a good start. Most of the time, you can even add Google analytics to these sites, so you get their basic recommendations and you get a whole level of Google's specific data . I've provided links toe all of these tools in the downloadable workbook. So go check these out. I highly recommend it. 36. Final Thoughts: Congratulations. This wraps up all you need to know to begin driving in tons of free traffic from Google. I am so proud of you for getting this far. I would love your feedback. I worked really hard on putting this together for you in any and all feedback will help me improve. Please take a minute to leave a review by clicking on the review tab below and then choosing lever Review, letting me know what you liked and even what you didn't like would really help me out and mean the world to me. Thank you so much. 37. Get in touch!: also a really to meet you is wrapped all of your silent You need to know to beginnings riding time You can sign up to get my free CEO in your in box. How does forgetting those tips and news I love your algorithm So I will go to the heart already there together for you don't follow me are sees Bash there were on instagram and leave me to follow my thinking I would really love below screenshot photo of your favorite part of the course letting me oh that instagram into attacked in it like And if you're on Twitter you, me, although my occasional but think like so much at Rebecca Underscore a m stay tuned for more upcoming courses. Have a great day.