What’s up guys? We’re here with Travis. We’re teaching him Beginner SEO. He’s going through day two of learning, so right now we’re just showing him how to kind of pick up what the important ranking factors are on Google. One of the big ones is of course the mobile-friendly aspect, so if you guys don’t know this you can go to this tool called SEO Centro and go to usability I think, and right here it says no media queries which I think has to do with it being responsive or not, let’s just double check. So if we go into here too there’s another tool you could use called SEO Site Checkup. The problem with this is if you want to use this all the time it’s like $20 a month, which is not that big of a deal. You could get it if you wanted to use this instead. But if you scroll down to the bottom you’ll see. And it’s a good way to learn too, if you just go into this and to start looking at what it’s picking up. It has a title tag, and I’ll actually tell you why that matters. Meta description, it’ll show you all the keywords that they’re using, and it’s good for competitive research too. But if you keep scrolling you’ll see right here it doesn’t use media queries, so same thing. So if it says ‘doesn’t use media queries’ then you know that it’s not responsive which means that it’s not mobile-friendly. So like I said, you could easily call these people and be like, “Hey look, you’re not mobile-friendly. We could fix this for you. Sell you a new website for $4,000” – or whatever. But generally lawyers will be willing to pay a lot more. So what were some of the other ones?
Travis: Just a couple key terms and stuff. So I talked to you about the mobile pages. So how exactly do you get link juice for your…? Is that through different posts, like on social media and stuff?
Yes. So it depends on whether you’re looking for external links or internal links, and the difference is with internal links you’re passing your link influence or link juice or page authority, whatever you want call it – there’s all these different terms you can use – within your own asset. So for instance if we go to here, I’m going to use the site because this site is doing their SEO really well and you can use this as a template you’ll see. So on their home page they have computer repair and then they’re linking internally to their other important pages. We kind of talked about this yesterday, so you’ll see they’re linking to virus removal, and then of course that goes to that page. So they’re passing some influence from the home page to that page. So I’ll just show you this app, and you should get this it’s free.
Travis: What’s it called?
It’s called screaming frog, and what you can do is you can put a URL in here like this, see this, and you can start crawling the whole entire website. So now we can see all the different HTML pages or elements, and you can see there’s a bunch of title tags, you can see all the header tags and the whatever else you want to look at. But one of the things that you do want to look at is the site structure, so if you go into your website and you have URLs that are more than one to two clicks in depth, and what that means is the home page is zero because if you go to the home page there’s no clicks, it’s just there. One to two clicks in depth, this would be one click in depth because it’s from the home page. So if we click on this, and then there’s another link to another page, that would be two clicks in depth. So you want to make sure that your main pages are not more than one to two clicks in depth, because Google’s, like I said, Google’s spiders what they do is they crawl the page, they hit one of these links and then they go to that. And then they of course do that and then go to the next one, so they crawl entire site based off the internal linking structure. So that’s how you can pass a lot of authority. Also you get authority by externally linking to other website. So you see this is internally linked to the virus removal page, this is internal link to the computer service page. This is an external link, meaning it’s going out, to Google, so this is going to their Google Maps. So by externally linking you actually become more relevant as well. So if you do two to three internal links to other pages per a thousand words and two to three external links per thousand words, you generally go up in relevance and you’re also passing more authority. The other way to get “link juice” or page authority, whatever you want to call it, is you get links from other sites. And then a lot of that has to do with like are you sharing your stuff on social media, are you reaching out to other people and asking them for some sort of sponsorship or whatever. The only thing you want to make sure you’re not doing is paying for links. So if anybody says, “Hey, buy a link on our site for $10” – you want to avoid that because Google is actually able to pick up whether or not people are paying for links because other people will be buying those links as well.
Trvis: Pay per click.
No. Pay per clicks is search engine marketing. So buying links would be like if I went to you and I’m like, “Hey Travis I saw you have an iPhone repair site. I have a computer repair site. If you want to put an ad with a link back to your website so you can rank higher, I’ll let you have that for $20 a month.” But if I’m willing to do that for you, who else am I willing to do that for? And Google specifically says not to do that so they pick up on that and I get hit with the penalty, you also get hit with a penalty and then you’re in trouble. So that’s why you basically only want to do outreach for… and that’s why you have to be careful with the links you build. I try not to spend too much time doing that stuff unless it’s really, really high quality websites that I know are not going to be selling links to people. We’ve got 17 people viewing now. What up guys? This is actually not how to get SEO clients, this is learning SEO for beginners. What’s your next question?
Travis: So we covered link juice, importance of mobile. How about we go over schema markup?
You want to dive into that?
Travis: Yes, it makes sense.
So one of the things that you want to have is if you’re a local business you want to make sure that you’re using schema markup that says you’re a local business. So you’ll see this as the description, and I’ll show you what this looks like. So you can use something called the structured data testing tool, so we go over here. This will actually show you what elements you’re marking up on a website, so you can pull this from any website. If they’re not using schema that’s one of those things you can instantly say, “Hey, we can help you with that.” So you’ll see right here, local business, and it says there’s warnings next to it. There are some things that they’ll change the standards of, so maybe they change you have to have an image now, so then you have to go ahead and fix that. You know like how I’m telling you with Google they’re always changing things? So they might add a new standard where you have to go and add that. So if we go into here, and for some reason I have two local… Do you know why this is? This is because Squarespace actually updated their content management system to automatically include schema, which is really annoying because you can’t adjust it. So there’s different types of more specific schema markup, so there’s local business which is just for everybody. But you can actually go in for certain businesses and say this is an iPhone repair company. So if we go into here we have to find which one’s the Microdata, and the way you can tell is if it’s below the n head tag. So if we go into here… Let’s check this one. So with the with the Microdata, so the stuff you can actually see on the page. it won’t say JSON-KD in it. It’ll just show like item prop, item scope. You’ll know more about this once you start seeing it, but you’ll see that these are actually things you can see right here. And the cool thing is if you go into here and you want to see the things that people are marking up, you can just click on it and it’ll take you to it. And then if there’s errors like this, you can actually go in and add… well we won’t talk about it right now. But this is how you can see it, and then if there’s any errors you can just go ahead and change it. And the way you get this stuff is there’s different tools that will let you add it. So you can just look up ‘local business markup generator’ and it’ll just give you the code, you just literally plug in your different stuff. So we go there, and then it literally says ‘auto body shop’ and the business name
Travis: So you just punch it all on.
Yes. And then at the end it just gives you the code you just copy and paste it in the website. So that’s schema, there’s a bunch you can do though like… Schema is probably not where you want to start because there’s so much. So if we go here, I’ll show you. So if we go here you can see we have reviews about blog contact, all of those pages are marked up with schema so that Google knows what those pages are about. So if I type in reviews like this, you actually get star ratings underneath it because you’re marking it up. So you can do that with your product. So if we went into here, and this website needs redesign, you can see all the reviews they have. But then I just go into the website and like I said you just take it back over to structured data testing tool, put this in here. And then right here, I just made it as a product so it’s just like SEO services and then 42reviews and that’s just right there. And the same thing with the actual services, so you can go in here. So say you’ve got five reviews about Android repair, you can go in there do the same thing, mark this page up and just change the code right here. So if you go right here we could just change this to Android repair, talk what it is, like “These reviews are for the Android repair we do in Santa Barbara.” Then we would change the brand name to iPhone Repair Santa Barbara. And then we would just put how many reviews that we have, so we say out of all the 40 reviews we only had five for Android repair, so we would put five with all five star ratings, and then literally all we’d have to do is just copy this and paste it in the page. And also you have to make sure that those reviews are showing on the page because if they’re not you can actually get a penalty, because then it just looks like you’re just trying to game the system. But it if that goes well and Google picks it up and look for the site, this will actually have star ratings underneath it. So when people look for this, not only will Google probably rank you higher for it, but they’ll also be more likely to click on it because they see that you actually have reviews and start rating. So that’s something you can do that a lot of people they don’t know that you can do.
So there’s a lot of cool things you can do with schema, but it’s like all about learning the little things. And it’s like like I said in the beginning, all of these things are like 1% bits, 2% bits; these aren’t the main issues. Because if you think about it, if this title tag isn’t optimized which is the easiest thing to do, and you’re doing schema markup, which one’s going to matter more? Probably the title tag, because if this says Apple’s iPhone Repair Santa Barbara, and you’re doing reviews for Android repair, you’re not even going to show up, but you’re going to have the star rating. So you want to make sure you take care of the things that really matter. Any more questions?
Travis: I think that’s it for now. We went over most of my questions that I was having those troubles with yesterday.
There’s a lot that you’re going to need to study. A lot of it’s like the basic on page stuff. I’ll show you a good example. I did an experiment one time where I was trying to rank for Maryland search engine optimization because it has like 2,000 monthly searches. You can see I’m number one right here. One of the biggest things that you want to really try to do if you’re trying to rank locally, since you’re going to be getting the local project for the web design, is you want to try to get things that Google already knows is pretty much true from other authoritative sources. So what I did is I just went to Wikipedia and I found things that Google already knows is true because they’re ranking Wikipedia number one for like Maryland if you type in Maryland. So I just said bordering West Virginia and Washington. You don’t want to completely copy the text.
Travis: Yes. You didn’t copy it but you put in your own words. So you just want to take the general like overlapping themes and kind of incorporate them in your own words.
Right. So that’s what’s really important is you’ll see a lot of the people who are ranking really high locally for things, they’re talking a lot about the area. Sometimes they’ll talk about like the weather, sometimes they’ll talk about the location that there next to that a lot of people know about. So if we’re next the Arlington Theater or something we’d want to say that. So for the web design project… and I think we should probably just probably get it started, so I think what we’re going to use is Squarespace because… I do want to get you familiar with WordPress, but Squarespace is one of those things that is going to be a lot easier to get you set up with to start. So if you click on one of these we can just choose our templates. So we’ll just choose this one for now, we can always change it. So let’s just to start with horizon, and you’ll see how easy this is, it’s way easier than WordPress, it is literally just drag and drop. So we’ll press Start, choose our industry… we’re going to skip this actually. And then site title we’ll just call this Santa Barbara web design. Now one of the first things that we do want to do… So if we go to keyword tool and their login for this is in their spreadsheet so I’ve got to share that with you. But we’ll type in Santa Barbara web design, and really we want to see which one has more searches – Santa Barbara web designer or web design Santa Barbara. So that has 210. And one of the ways that you can really gauge whether or not a keyword is valuable is by looking at the cost per click people are willing to pay. So if people are willing to pay $9 a click you know that’s a valuable keyword. If it has like 200 searches and nobody’s paying for it, then you either hit the gold mine or there’s something going on there. Web design Santa Barbara has significantly less. Now that doesn’t mean if you rank for Santa Barbara web design you’re probably also going to rank for web design Santa Barbara, but we want to figure what our main keyword is so we’re going to do Santa Barbara web design. So here we go, we’ve got our basics going on we’ve got the menu, and a lot of this stuff is really easy to edit, you just go up here and it’s literally just like drag and drop, you can just press edit, start deleting things you don’t want. So say we don’t want tier, just get rid of it, there it is, now that’s gone. So before we start optimizing it we want to make sure that we’re all dialed in with our Google location because that’s the thing that show… I told you a little bit about what KPI means, right?
So KPI means key performance indicator. So if we know that our key performance indicator is local, getting listed on the map, so if we type in Santa Barbara web design. So do you think that we’re going to pull more traffic from this, or from this?
Travis: More traffic from rank zero.
Well rank zero is like a knowledge graph, like those snippet of texts you see before…
Travis: Probably more with…
This is called the locals, some people call it the snack pack, some people call it the map listings. The reason why you usually make this your main KPI is because more people click on the maps than they click on organic listings these days usually, so that would be probably our first priority. And just by making a website doesn’t mean you’re even going to show up there. So how you show up there is you go and you request a letter to the location that you’re at. So what we already did is we’re just going to Google my business. So you have to actually log in to a Google account. We’ll click in here. Is Travis going to be an intern? Yes, he already is. What schema do you recommend putting into Microdata? I don’t know, it really depends on what you guys are marking out.
Travis: So I was going to tell you I do want a little bit of hands-on experience…