What’s up there SEO pros?

Welcome back.

Today we’re going to be talking about how to SEO your homepage and what keywords you will want to target as well as how you’re going to properly optimize for the rest of your website once you figure out what you’re going to want to go for.

 So let’s just get into it.

Starting Out

When you’re trying to rank a home page, the first thing you need to know is that your home page is going to probably first target your brand and the reason for that is because home pages are generally where people are going to start when they search for your website, right?

That’s why you’re going to want to usually include your brand in your home page but at the same time, you’re going to also want to figure out what is your website topically going to be the most relevant for.

So let me give you an example.

Let’s say you wanted to become known as for the keywords,  “SEO trainer.”

Let’s say I want to become well-known as SEO trainer Chase Reiner.

Now if that’s what my whole website is about, then that’s generally what I want to be targeting.

If my website was about something else, then I would be wanting to target whatever the rest of the website is about.

So like let’s say for instance I wanted to rank for iPhone repair. The home page is generally going to represent what the whole website is going to want to rank for. So like let’s say it’s iPhone repair, I would want to rank for iPhone repair and then whatever modifiers in there, like my town, and then you could put in there your brand as well.

So again the first thing that you need to figure out is your – sort of your positioning and let me just take some random person’s website so I can show you a little bit better what I’m talking about.

So let’s say I wanted to go for – let’s say I wanted to rank for something national.

I’m trying to think of something. Fidget spinner. So fidget spinner, spinners, right? So for the most part, you’re not going to usually see home pages ranking for fidget spinners unless a certain type of brand is usually associated with that thing or the whole brand is like really topically relevant for that keyword.

So like here you could see addictive fidget toys, fidget spinner toys, right?

The brand is actually first here and then the keyword is, right? Usually in best practice when you are optimizing a home page or any page for that practice, you have your main keyword pulled to the left, which is the fidget spinner toys. But these people probably have so much brand recognition for addictive fidget toys that the search might actually even be higher than the fidget spinner toys. Let’s go check.

So addictive fidget toys. Keyword explorer. Plug that in. Two point nine thousand search volume, right? That’s actually a keyword they’re targeting with their brand name as well. So they’re using something called an “exact match domain”. So like in the other keyword, fidget spinner toys. Search. Six hundred, right? So the point of what I’m trying to say is that you generally want to go for your higher search rate keyword to your left and then the other keyword to the right. But at least have your brand somewhere in your home page because again, a lot of your searches – let me show you my own searches for Chase Reiner. We go to Search Console.

Look into this. Start now. Go into my website, analytics. So if we go to my home page, 2480 clicks in the last 90 days. You will see most of the clicks come for the keyword “Chase Reiner” and then they go for other things like “Chase Reiner audit” whatever else, right?

Now again it’s because when people look up my name, they also look up certain modifiers. Now they will look up “Chase Reiner audit,” “Chase Reiner course,” “Chase Reiner coaching,” right?

So what you want to do is you want to associate your home page with whatever that thing is. You want to become well-known. You want to be recognized as an entity that does a certain thing. So like for instance, I want to be recognized as Chase Reiner who does SEO training or who does SEO courses, whatever it is, right?

So my home page and really just the positioning of my brand, that’s really what your – sort of your home page is about is it’s supposed to be going for sort of whatever the positioning of your brand is. I haven’t really done the SEO properly on my website yet because I’ve been busy doing it for all these clients. But I will show you for one of my clients like our sleep guide. They do bed reviews.


Here we go. That’s the wrong property, sorry. Oh, it’s because it’s filtered by page. There we go. What we’re going to see is their home page right here. Mainly their brand and then it goes into mattress reviews because we’re trying to get them to rank eventually for things around bed reviews, mattress reviews, which is why we mapped that in our home page. So we got our sleep guide. Here you go.

Mattress reviews from our sleep guide, right? So obviously when we first start out, we’re not going to be able to rank for like really competitive keywords like this right off the bat. But your home page is generally targeting your most competitive keywords, your most general thing.

So even though if you don’t rank for your home page for something really competitive in the beginning, you should still consider targeting something that you want to go for. That’s an overarching thing.

So like for instance, say you wanted to go for mattress reviews or let’s say you wanted to go for – let me think of something that’s national. Let’s say you wanted to rank for paddleboards.

Now you probably want to consider maybe not ranking for paddleboards right off the bat as you’re targeting. What you want to probably target is “paddleboards for sale near” or 2019 or something, right?

Because you’re going to get more clicks in the long run by targeting something more long tail. As you slowly build up authority for that, you’re going to end up being able to rank that in the long run.

So if you wanted to optimize a home page, like let me just give you an example of something that we would want to rank. Like let’s say we wanted to rank for – let’s just go to “iPhone repair Santa Barbara”. Let’s scroll down to a page that isn’t ranking very well, like page six.

So here you can see i-Caramba cell phone, tablet, mobile phone, iPhone repair. The title is totally truncated. This is a great example of something that’s not doing well.

Obviously they have their brand to the far left but they probably wouldn’t want to go for that. What they would want to do is they would probably want to change their title to something like “iPhone repair” having the main keywords pulled to the left, right? iPhone repair Santa Barbara and the brand i-Caramba. Boom!


So something like that and then maybe they could put tablets and something else if they want to put that in there. But the point is, is that when you’re building out your other pages, right? Because you’re going to want to build out other pages around what you want to rank for.

So if you want to rank for “iPhone repair” for your home page, you’re going to want to build out other pages like iPhone 6 repair, iPhone 7 repair, all of the longer tail variations for these subpages.

When you build these out, you’re going to want to link these back to your home page, right? I’ve actually been able to rank number one for iPhone repair. So let me show you how we did it.

I actually sold the site. So I don’t know if it’s still like how it is when I sold it. But under the different phones that we have like iPad repair, what you should be doing is you should be taking text and you should be linking it back to the home page with whatever you’re trying to rank.

So like if you’re linking it back to the home page, you put like “iPhone repair Santa Barbara” and then eventually that home page will start ranking better for your general keywords and those again are going to be more competitive because your home page is generally targeting your more competitive, overall, overarching keywords.


Now in terms of ranking this page, the home page, and optimizing it properly, there’s a few things you want to consider.

First of all, you want to have your home page really be targeting what your main CTA is. So if your main CTA is like – like for me, my main call to action or my main button that I want people to buy is get on a call or something, right?

Get on a call. Schedule an audit, right? And the way I know this is because when I do my value ladder, which everybody should do – if you haven’t done your value ladder, you basically draw these different steps. You want to figure out where do you take people from a free thing to a paid thing?

So here’s your free, right? So my free thing is right now you’re learning how to do home page SEO, right? Home page SEO or whatever I’m giving away for free. Maybe a free checklist. You can download it in the description.

Then what I’m going to do is I’m going to funnel YouTube, my minimum barrier to entry. Where do I make most of my money? So I know based on what I do, I make most of my money from training people to do SEO, right?

Right, train people to do SEO. Now how do I get you from a – how do I get you from watching this free video that’s like 30 minutes longer, however long it is, to a paying person buying something from me? So the way I do that is I get you on a call with one of my people and they end up trying to pitch you a big barrier to entry, which is $3000, whatever it is, right?

Now to get steps in between this as well, I have other things. Like I have software. I have templates that you can buy, so on and so on. As you end up buying more things, then you slowly get closer and closer to calling me.

So the point I’m trying to make is that you want to take people from the free thing that you’re offering to the paid thing. So when you’re optimizing your home page, right? You want to do whatever your biggest conversion is. What do people convert on the most?

For me, people getting on a call is where they convert the most. That’s where I start to make most of my money. So for an iPhone repair site, you could see it’s the same thing. Instead of sending them a message, you give them a call like this.

So for your home page, really your CTA should be above the fold, right? You want this to be where people don’t have to scroll down. Your menu as well should generally be set up where you don’t have to – like insane where people have to go through and click all this stuff. You want your menu to be – I mean your home page to be really straightforward and to the point.

The best way to tell if your home page is doing well really is to make sure that you’re doing two things. That you’re tracking the bounce rate through analytics and you’re also tracking conversion rate. So I will show you how to do that in a second.

So what you’re going to do is you’re going to set up Google Analytics, if you don’t have it. You’re going to paste it into your header or whatever you have to do to get Analytics set up. You’re going to go on your website. Let’s see if I still have the iPhone repair site. I don’t know if I still have the analytics for this.

It looks like I might. Here it is. So when we go to the home page, site content, all pages. Here we’re going to see the stats for this home page. So you could see the home page has a 61 percent bounce rate and the conversion rate is at – well, they didn’t set up call tracking correctly apparently anymore. But I think they have the form still working.

So the conversion rate is at 2.6 percent, right? So 61 percent bounce rate. It’s 2 percent conversion rate. If you wanted to boost that, you would obviously want to do A-B testing and figure out, “OK. Should I make a better call to action? Do I need to do anything in terms of the layout so that people aren’t as distracted? They know exactly what they’re getting,” and really all you have to do for that is just A-B testing and continue to look at your bounce rates and see if they’re getting better and as well as your conversion rates.

But if you would look at your bounce rates and your conversion rates and you see that they’re really, really high or really, really low, like for instance really low conversion rate, really high bounce rate, then you want to figure out, “OK. Why is his happening? Why are they bouncing off as they soon as they get to it? Why is the conversion rate so low? Is the call to action not even on the page for them to find or is it not straightforward?”

You want your home page to really be as straightforward as possible for when people hit it.

In terms of tracking your conversion rates, if you look up the tutorial online, it’s like – I think it’s like how to track online and offline conversions with Chase Reiner. You will see a tutorial on how to set this stuff up.

OK, cool. So sitting above the fold. Conversion rates, bounce rates, right? In terms of your content, so like say you wanted to rank for a keyword like “iPhone repair”, right? So what I would do is I would go onto Ahrefs to type in “iPhone repair Santa Barbara” and first of all, I would figure out if this keyword is within the difficulty range that I need it to be in in order to rank for it.

So here you could see “iPhone repair Santa Barbara”. Keyword difficulty 8, 250 search volume and if I look up the website, you can see here that the UR is 21 and the DR is 4.2 and really what the UR and the DR is, is the UR is how much estimated authority based off links the page has and the DR is how much authority the entire domain has.

So generally I want to target keywords within my current range. So UR, DR, you can see UR is 21 for the individual page and the keyword difficulty is eight. So I could probably rank for that, which like obviously it’s already ranking for that.

Now the question is how do I rank for this? How do I make better content than somebody else? Now the way I do it is just based off averages. I have a tool called Bench Marketer that I use that I scan averages, so I can tell what do I need to rank – what do I need to use on my page in order to rank for this keyword?

So what I will do is I will use a scan. I will scan a page and here’s what it will tell me. It will tell me, OK, my webpage has 3000 words. The average value is 2000 for the top 10 pages on Google. I have 24 images. The average value is 43. So then what do I do? I add more images.

The ordered list count is one. I have zero. Unordered list count is 23. I have 36. Then the same thing over here. You know, what are the types of words being mentioned? Am I mentioning these words enough?

Eventually we’re actually working on creating a calculator so you can go and scan your pages. It will actually give you a percentage based off all this stuff and then you just really just plug and play, put your words into the article and it will give you a better percentage.

That’s not there yet with this tool, but it will be soon. So same thing. Like with your heading tags, all that stuff, right? You want to be able to replicate what’s already ranking well on Google. You know, the amount of heading tags that are H1s, H2s, H3s, right? Except H1s, you only have one H1 per page. But you get what I’m saying.

So I mean really I mean it’s not super difficult. Again the biggest thing to really SEO your home page when you’re really just working on on-page is working on the things that we were talking about, so that you meet averages, right? You meet the word count average. You meet the analytics average, like bounce rates, conversion rates and then also the other search console-based averages.

So let me show you how that works. So we have something in our certification called “Phase Two” and if you don’t know what the certification is, it’s like the thing that I sell for $3000, which just goes through all these different methods.

So what we look at is we look at and see do these pages bring in the types of things that it needs to from a user metrics standpoint other than bounce rates and conversion rates. For instance, does the page bring in enough clicks? Does it have high enough impressions for the keyword we’re trying to rank for that page? Is the click-through rate high enough, right?

So if the click-through rate is really low for your home page, like let’s say it’s a two percent click-through rate for the keyword you want to rank for, then you need to figure out a different keyword that you want to rank for, which really comes back to are you ranking for too – too difficult of keywords? Because you’re targeting things that you not currently have enough authority for based off the UR and the current keyword difficulty. You get what I’m saying.

Then in terms of the average position, what you want to look at is you want to look at where you’re at for your average position. Are you pretty much at greens for everything that you want to go for based on the things you’re talking about, like clicks, click-through rates, bounce rates? Duplicate content, obviously you don’t want to have a really high duplicate content. You don’t want to have a really high response time or really low response time, right? You don’t want your page to be super slow.

Now if you’ve done all those things, then really want you need to do is build out more content and start internally linking it and building up authority for semantically-related keywords. I talk about this in my Keyword Research Tutorial I actually just did a second ago where what you want to do is you want to build out and be recognized around – an entity around a certain subject.

So like – you know, obviously if you rank for the more general keyword on your home page, then you want to build out other related pages in order to rank your brand and your home page for those related things.

So for example, if you wanted to rank for let’s say SEO coaching, what you would end up doing is you would first of all map SEO coaching Chase Reiner to your home page. Unfortunately, I’m already making a sub-page. So I would want to go for something more difficult, like SEO training. Then I would figure out all the things associated with SEO coaching like for instance, you know, SEO for dummies, SEO best courses, right? All the things related to that.

So when people start typing in my brand, like “Chase Reiner best SEO courses,” or “Chase Reiner SEO for dummies,” “Chase Reiner SEO training,” then the home page starts to show up for those keywords and I start becoming recognized as a brand for those things because I mapped it out like that.

But again, all of this stuff is just based off averages. It’s just based off real data. It’s not super hard to do but really what you’re doing is you’re just looking for what’s already working. You’re mapping out your keywords that you want to rank for. You’re creating a similar layout on your website. You’re making sure that your data is going to be optimal for what you want to rank for and that’s pretty much it.

I mean if you can’t rank your home page after a couple of months of doing what I’m talking about, then I really think there’s probably a problem with your SEO strategy.

So that’s it for today guys. Hopefully you got some value from that and until I see you all next time, happy SEO-ing!

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