This comprehensive text explores the multifaceted world of digital marketing, emphasizing search engine optimization (SEO) techniques. It covers both on-page SEO, focusing on optimizing website elements like meta descriptions and title tags, and off-page SEO, which involves building backlinks from reputable websites. The material highlights the importance of keyword research using tools like Google Keyword Planner and Moz, and stresses high-quality content creation for engaging users and improving search rankings. Additional topics like local SEO, analytics, and content marketing are explored, providing a holistic view of effective strategies for online visibility and success.

Digital Marketing & SEO Study Guide

Quiz

Answer each question in 2-3 sentences.

1. What is digital marketing, and how does it differ from traditional marketing methods?
2. Describe the “post-purchase stage” in digital marketing and provide two examples of strategies to use during this stage.
3. Explain why digital marketing is useful and give three specific reasons.
4. What is Google Keyword Planner, and why is it a valuable tool for SEO?
5. How can you determine keyword competition and its effect on SEO?
6. Explain the difference between on-page and off-page SEO.
7. Describe the purpose of Google Analytics and the main categories of reports it offers (Audience, Acquisition, Behavior, Conversions).
8. What are the four types of goals that can be set up in Google Analytics?
9. Explain what a rich snippet is and describe its importance for SEO.
10. How do internal links and site structure impact SEO?

Quiz Answer Key

1. Digital marketing uses electronic devices or the internet to market products/services, unlike traditional methods like billboards or TV ads. Digital marketing is useful because it provides metrics, allows personalized user experiences, and reaches a global audience at a low cost.
2. The post-purchase stage aims to maximize customer value and loyalty after a purchase. Examples include offering exclusive discounts on related products or providing advice on maximizing the use of the purchased product.
3. Digital marketing is useful because it provides metrics for optimization, personalized user experiences, and reaches a global audience cost-effectively. The data obtained can be used to improve campaigns in real-time.
4. Google Keyword Planner is a tool within Google Ads that helps find keywords for SEO and PPC campaigns. It provides data on search volume, competition, and related keywords to inform keyword selection.
5. Keyword competition can be determined using tools like Google Keyword Planner or Moz Keyword Explorer. High competition means it’s harder to rank organically, which can be solved by targeting long-tail keywords.
6. On-page SEO involves optimizing elements within a website, such as title tags and content. Off-page SEO focuses on activities outside the website, like building backlinks and social media promotion.
7. Google Analytics provides data and insights into website traffic and user behavior. Its main categories are Audience (user demographics), Acquisition (traffic sources), Behavior (how users interact with the site), and Conversions (goal completions).
8. The four types of goals in Google Analytics are Destination (reaching a specific page), Duration (time spent on the site), Pages per Session (number of pages viewed), and Event (specific user actions like button clicks).
9. A rich snippet is enhanced search engine result that displays additional information, such as reviews or pricing. They can enhance the visibility and click-through rate of search results.
10. Internal links and proper site structure ensure Google can crawl and index all pages effectively. A well-organized site with clear navigation improves user experience, which can lead to higher rankings.

Essay Questions

1. Discuss the role of competitor analysis in digital marketing and describe three tools you can use to analyze your competitors’ strategies.
2. Explain the importance of keyword research in SEO and describe a systematic approach to identifying high-value keywords for a specific business.
3. Compare and contrast Google Ads and Facebook Ads Manager, highlighting the strengths and weaknesses of each platform for different marketing objectives.
4. Describe the key elements of on-page SEO and explain how optimizing these elements can improve a website’s ranking in search engine results.
5. Discuss the importance of mobile optimization in digital marketing and describe three strategies for creating a mobile-friendly website.

Glossary of Key Terms

• Backlink: A link from one website to another.
• Bounce Rate: The percentage of visitors who enter the site and then leave rather than viewing other pages within the same site.
• Click-Through Rate (CTR): The ratio of users who click on a specific link to the number of users who view it.
• Conversion: A completed activity that contributes to the success of your business (e.g., a purchase, a form submission, or a phone call).
• Digital Marketing: Marketing that uses electronic devices or the internet to deliver promotional messages.
• Google Ads: Google’s online advertising platform.
• Google Analytics: A web analytics service that tracks and reports website traffic.
• Keyword: A word or phrase that people type into search engines when looking for information.
• Keyword Planner: A tool within Google Ads that provides keyword ideas and data.
• Long-Tail Keyword: A very specific search term that typically has lower search volume but higher conversion rates.
• Meta Description: A brief summary of a web page’s content that appears in search engine results.
• On-Page SEO: Optimizing elements within a website to improve search engine rankings.
• Off-Page SEO: Actions taken outside of your own website to impact your rankings within search engine results pages (SERPs).
• Organic Search: Search engine results that are not paid advertisements.
• Page Load Time: The amount of time it takes for a web page to fully load.
• Quality Score: An estimate of the quality of your ads, keywords, and landing pages in Google Ads.
• Reach: The total number of people who see your content.
• Rich Snippet: Enhanced search engine results that display additional information, such as reviews or pricing.
• Search Engine Optimization (SEO): The process of improving your website’s visibility on search engines like Google.
• Search Engine Results Page (SERP): The page displayed by a search engine in response to a query by a searcher.
• Session: A group of user interactions with your website that take place within a given time frame.
• Title Tag: An HTML element that specifies the title of a web page.

Digital Marketing: Strategies, Tools, and Optimization

Okay, here’s a briefing document summarizing the main themes and ideas from the provided text excerpts.

Briefing Document: Digital Marketing Strategies & Tools

Overview:

The provided excerpts cover a wide range of digital marketing topics, from post-purchase customer engagement to SEO, paid advertising, and social media marketing. The emphasis is on using data-driven strategies and various digital tools to optimize marketing efforts and achieve business goals. The content focuses on practical advice, often referencing specific tools and platforms (e.g., Google Ads, Google Analytics, Moz, Facebook Ads Manager).

Key Themes and Ideas:

• Post-Purchase Customer Engagement:The importance of nurturing customers after a purchase to foster loyalty and encourage repeat business.
• “You could even throw in an extra five or ten percent on a future purchase as a thank you, and that’s easily done on social media.”
• Tactics include:
• Thank you emails and text messages.
• Surveys to gather feedback.
• Rewarding loyalty with discounts and referral opportunities.
• Providing advice on how to maximize the value of the purchased product. “Hey, you just purchased this product, thank you very much. Did you know you could do this, this, and this with it?”
• Cross-selling related products.
• Defining Digital Marketing:Digital marketing encompasses any marketing activity conducted using electronic devices and/or the internet.
• “Really what it refers to is just marketing that a company does, a person does, an individual, a group, an organization, and they do it in the form of an electronic device or with the aid of the internet.”
• Includes mobile marketing, search engine marketing (SEM), social media marketing, and email marketing.
• Benefits of Digital Marketing:Data & Optimization: Digital marketing provides readily available data for campaign performance analysis, enabling optimization. “Anytime you send out an email or post something on Facebook, you’re going to get data back…you can make changes to improve performance. That’s called optimization.”
• Personalization: Tailoring messaging to specific target audiences based on their online behavior.
• Global Reach: The ability to reach a global audience easily and cost-effectively. “If I want to target people in India or Nepal or Pakistan, I can certainly do that, and I can do that with the snap of a campaign.”
• Cost-Effectiveness: Digital marketing is presented as a more affordable alternative to traditional marketing channels.
• Search Engine Optimization (SEO): Keyword Research:The crucial role of keyword research in SEO for both on-page and off-page optimization.
• Using tools like Google Keyword Planner and Moz Keyword Explorer to identify relevant keywords with high search volume and low competition.
• “We want to be able to use Moz. We want to be able to use Google’s Keyword Planner not only to search for all those relevant keywords available to you, but we want to be able to choose keywords with high volume and low difficulty, low competition.”
• Importance of considering keyword relevancy, volume, competition, commercial intent, and LSI (Latent Semantic Indexing) keywords.
• SEO: On-Page Optimization:Optimizing key on-page elements like title tags, meta descriptions, URLs, and header tags (H1, H2, etc.).
• Title Tags: Keep titles concise (under 65 characters), include the target keyword, and use modifiers. Example: “10 Best Cooking Dried Fake Recipes by Emily”
• Meta Descriptions: Provide unique and compelling descriptions for each webpage (under 160 characters), use modifiers, and include calls to action. “Describe the page, but also to get the end user to click on your link.”
• URLs: Create SEO-friendly URLs that are readable, include the target keyword, and are short. Use hyphens instead of underscores. “If you can read the url, then the search engines can read the url”.
• Rich Snippets: Implement rich snippets to enhance website visibility in search engine results pages (SERPs).
• SEO: Off-Page Optimization & Measuring Success:Off-page SEO focuses on building backlinks from reputable websites to improve domain authority.
• Monitoring keyword rankings using tools like Moz and Google Search Console to track progress. “For whatever keyword I choose to optimize for, I want to make sure I put those keywords in Moz because when I put them in Moz, Moz is going to on a weekly basis tell me where these keywords rank and for what URL they’re ranked for.”
• Analyzing engagement metrics (bounce rate, average session duration, pages per visit) in Google Analytics to assess content quality and user experience.
• Local SEO:Leveraging Google My Business to improve local visibility in search results and on Google Maps.
• Tracking key metrics in Google My Business, such as search queries, website visits, direction requests, and phone calls.
• Paid Advertising (Google Ads & Facebook Ads):Using platforms like Google Ads and Facebook Ads Manager to create and manage paid advertising campaigns.
• Analyzing campaign data (clicks, impressions, click-through rates, conversions) to optimize ad performance and ROI.
• Leveraging features like keyword targeting, device targeting, location targeting, and audience targeting to reach specific demographics and interests.
• “Social allows us to monitor conversions and gain insights in this example about Facebook users. How are our users interacting with our ads?”
• A/B testing: The importance of A/B testing for ad copy, call to actions, creatives, and landing pages to find high performing variants
• Using Google Ads Editor for efficient bulk changes to campaigns.
• Google AnalyticsAudience Analysis: Demographics, interests, behavior
• Acquisition Analysis: Channels, source, medium
• Behavior Analysis: Site content, landing pages, site speed, events
• Conversion Analysis: Goal Completions broken down by goal type
• Competitor Analysis:Employing tools and manual methods (e.g., Google search operators) to analyze competitor strategies and identify opportunities.
• Tools like SpyFu, Moz, and Google’s benchmarking reports in Google Analytics can provide valuable insights into competitor keywords, ad copy, and organic rankings.

Tools Mentioned:

• Google Ads & Google Ads Editor
• Google Keyword Planner
• Google Analytics
• Google Search Console
• Google Tag Manager
• Moz Keyword Explorer
• Ahrefs
• Pingdom
• SpyFu
• Facebook Ads Manager
• Commission Junction (CJ)
• Later.com
• Tweetdeck
• VidIQ
• SEO Site Checkup / Site Analyzer
• SolarWinds Pingdom
• KeywordIt
• Semrush
• WordStream

Quotes highlighting key actions:

• “We want to be able to make sure that we’re ranking for our coveted keywords, and if we are, we want to be able to measure how many times our listing was seen and how many times it was clicked.”
• “If a page isn’t loading very fast, then chances of it getting ranked in Google are not very good, so Google’s organic search basically takes page load time seriously.”
• “You always want to support your content with as much LSI keywords as possible so you can be found for as many different keywords as possible in Google Search.”
• “You can always use Google My Business to hone in on your specific audience.”
• “You want to be able to measure any dimension whether that be channel, source, medium, keyword, campaign, mobile device, could be demographic, gender or age, you want to be able to measure any dimension against the goals you have set up.”

Conclusion:

The excerpts emphasize the importance of a holistic and data-driven approach to digital marketing. By understanding the various channels, leveraging available tools, and continuously optimizing campaigns based on performance data, businesses can effectively reach their target audiences, improve their online visibility, and achieve their marketing goals.

Digital Marketing, SEO, and Social Media Strategies

Digital Marketing and Post-Purchase Engagement

• What is digital marketing, and how does it differ from traditional marketing?
• Digital marketing encompasses any marketing activity conducted through electronic devices or the internet. This includes channels like mobile devices, search engines, social media, and email. Unlike traditional marketing methods such as billboards, newspapers, and television ads, digital marketing allows for precise tracking of metrics, enabling data-driven optimization. It also offers a cost-effective way to reach a global audience with personalized messaging.
• What are some effective strategies for post-purchase engagement?
• Post-purchase engagement aims to maximize the value of a customer’s purchase and foster loyalty. Strategies include sending follow-up emails with customer care content, texting thank-you messages with survey links, rewarding customer feedback with discounts (e.g., 10% off), and offering referral opportunities. Additionally, social media and content marketing can provide customers with advice on maximizing the value of their purchase. Cross-selling related products (e.g., recommending shorts or a water bottle with a discount after purchasing running shoes) can further enhance engagement.

Search Engine Optimization (SEO)

• How can Google’s Keyword Planner assist with SEO?
• Google’s Keyword Planner, accessible through a Google Ads account, is invaluable for identifying keywords for SEO. It allows users to discover new keywords, providing data on average monthly search volumes, competition levels, and potential cost-per-click (CPC) if bidding on those keywords in paid search campaigns. This information helps identify relevant keywords with high volume and low competition. By analyzing the data, one can determine which keywords to optimize for to improve organic search rankings.
• What are some alternative tools to Google’s Keyword Planner for keyword research?
• If access to Google Ads and Keyword Planner is limited, tools like Moz’s Keyword Explorer provide similar functionality. Moz offers insights into monthly search volume ranges, keyword difficulty scores, and estimated click-through rates. It also provides keyword suggestions and competitor analysis. Ahrefs is a free tool for checking a domain’s backlinks, offering a glimpse into off-page SEO performance.
• How can Google Analytics be used to improve SEO and website performance?
• Google Analytics provides valuable data about website traffic and user behavior. By tracking metrics like page load time, bounce rate, average session duration, and pages per session, one can identify areas for optimization. The “Site Speed” report in Google Analytics offers suggestions for improving page load time, a crucial factor for SEO. Furthermore, setting up event tracking can help measure user engagement with specific elements on a website, providing insights for conversion rate optimization.
• What is the significance of “all in title” syntax when researching keywords in Google Search?
• Using the “all in title:keyword” syntax in Google Search provides a more accurate assessment of keyword competition. This syntax displays only the websites that have the specified keyword in their title tag, offering a clearer picture of the number of sites actively optimizing for that particular keyword. This helps estimate the number of sites one needs to “jump over” to rank on the first page.
• How does local SEO differ, and what tool is crucial for managing it?
• Local SEO focuses on optimizing a business’s online presence for local search results. Google My Business is the cornerstone of local SEO. It allows businesses to manage their online information, track queries, and see user actions like website visits, direction requests, and phone calls. Google My Business Insights provides crucial data on how a business is performing locally and whether it’s reaching its target audience.

Social Media and Paid Advertising

• How can social media platforms like Facebook be leveraged for targeted advertising and measurement?
• Social media platforms like Facebook provide powerful targeting options and robust reporting tools. Through Facebook Ads Manager, advertisers can define target audiences based on demographics, interests, behaviors, and connections. The platform allows for A/B testing of ad creatives, enabling optimization based on performance metrics like clicks, reach, impressions, and cost per click. Reporting features within Ads Manager provide insights into ad performance by age, gender, placement, and device, facilitating data-driven campaign adjustments.

Keyword Research: SEO Fundamentals

Keyword research is a fundamental Search Engine Optimization (SEO) practice that involves identifying keywords to optimize for in search engines. The goal of keyword research is to ensure that your website appears in search results when users type in queries relevant to your content.

Here’s a breakdown of keyword research, according to the sources:

• Why Conduct Keyword Research Choosing the right keywords is essential for driving traffic to blog posts and aligning content with search queries. Poorly chosen keywords can lead to:
• Low search volume, resulting in less traffic.
• High competition, making it difficult to rank.
• Misalignment with content, causing visitors to leave the page.
• Improper use in content, hindering organic search visibility.
• Types of Keywords There are primarily two types of keywords to consider:
• Short Tail Keywords: These are generic, usually less than three words, and have high search volume and competition. They may not always be relevant, potentially leading to lower conversion rates. An example of a short tail keyword is “Italian restaurants”.
• Long Tail Keywords: These are more specific, consisting of more than three words, and have lower competition and search volume. Long tail keywords are more relevant and tend to have higher conversion rates. An example of a long tail keyword is “Italian restaurants orlando florida”.
• How to Conduct Keyword Research The process involves several steps:
• Brainstorming: Start by generating a list of potential keywords related to your business or topic.
• Using Keyword Research Tools: Utilize tools like Google Keyword Planner and Moz Keyword Explorer to gather data on search volume and competition.
• Analyzing Search Volume: Identify keywords with a high average monthly search volume, indicating the potential traffic. Also, consider seasonality trends.
• Analyzing Competition: Assess the competition for each keyword to determine the difficulty of ranking. Use the “all in title” syntax in Google Search to find the number of web pages with the keyword in their title tag.
• Relevancy: Choose keywords that are highly relevant to your content and business.
• Commercial Intent: Consider keywords that indicate a user’s intent to make a purchase or take a specific action.
• Create a Spreadsheet: Organize your findings in a spreadsheet, including keywords, volume, competition, and the ratio between volume and competition (KEI).
• Prioritize Keywords: Focus on keywords with high volume and low competition, but always prioritize relevancy.
• Alternative Keyword Research Methods In addition to traditional keyword research tools, consider these alternative approaches:
• LSI Keywords: Use latent semantic indexing (LSI) keywords, which are related to your primary keyword. Find LSI keywords in Google Search suggestions, related searches, and tools like LSI Graph.
• Quora: Explore Quora to identify questions and topics related to your keywords.
• Wikipedia: Use Wikipedia to find relevant keywords in the meta description, first paragraph, content section, “see also” section, and references.
• Reddit: Utilize Reddit to discover trending topics and keywords within specific subreddits. Use tools like Keyworddit to extract keywords and search volumes from Reddit.
• Primary and Secondary Keywords Each web page should have a primary keyword and one or more secondary keywords.
• Primary Keyword: Defines the main topic of your content.
• Secondary Keywords: Are relevant to the primary keyword and provide additional opportunities to rank.
• Keyword Clustering Group keywords into themes or clusters to target multiple related terms with a single piece of content.

By following these steps and utilizing the appropriate tools, you can conduct effective keyword research to improve your website’s visibility and attract relevant traffic.

On-Page SEO: Techniques for Higher Search Engine Rankings

On-page SEO involves optimizing various elements within a website to improve its ranking in search engine results. It focuses on making web pages more relevant for specific search queries. Both On-page and Off-page SEO are needed for a page to rank well.

Here’s a breakdown of key aspects of on-page SEO, according to the sources:

• Keyword Research:
• Before implementing any on-page SEO techniques, it is essential to conduct keyword research to identify the terms you want your website to rank for. This involves understanding search volume, competition, and relevancy.
• Keyword research is the most important thing you can do for SEO.
• Title Tag Optimization:
• The title tag is the title of a web page that appears in search engine results and is a critical element for on-page SEO.
• It should include the target keyword to improve relevancy.
• Optimal format: [Keyword] | [Brand Name].
• Keep it under 60-65 characters to prevent truncation in search results.
• Meta Description Optimization:
• The meta description is a brief summary of the web page content that appears under the title tag in search results.
• It should accurately describe the page and include relevant keywords.
• The optimal length is up to 155-160 characters.
• URL Structure:
• A clean URL structure helps both users and search engines understand the page’s content.
• Include the target keyword in the URL when possible.
• Avoid poor URL structures that are not easily understandable.
• Header Tags:
• Header tags (H1-H6) add structure and organization to the content.
• Use header tags to create a hierarchy of information, with H1 being the most important.
• Include target keywords in header tags to emphasize their importance to search engines.
• Internal Linking:
• Internal links connect one page on your website to another, improving navigation and helping search engines crawl and index your site.
• Internal linking also helps users navigate the site naturally.
• Links should be relevant to the content and provide additional value to the user.
• Natural Language Processing:
• Use natural language and related keywords to create content that is relevant and engaging.
• Focus on keywords that are natural to the content.
• Sitemap:
• A sitemap lists all the pages on your website, helping users and search engines understand the site structure.
• There are two types of sitemaps: HTML (for users) and XML (for search engines).
• Submit the XML sitemap to Google Search Console to expedite indexing.
• Image Optimization:
• Use descriptive alt tags for images to help search engines understand the image content.
• Optimize images by reducing file size to improve page load time.
• Page Speed Optimization:
• Page load time is a critical ranking factor.
• Use tools like Google Analytics and PageSpeed Insights to measure and improve page speed.
• Optimize images, leverage browser caching, and minimize HTTP requests to improve load time.
• High-Quality Content:
• Create content that is well-written, engaging, and valuable to the user.
• Content should be original, natural, and well-structured.
• Use visuals, subheadings, and bullet points to make the content more readable.
• Featured Snippets:
• Optimize content to appear in featured snippets by providing clear, concise answers to common questions.
• Structure your content to directly answer questions, using formats like paragraphs, lists, or tables.
• Website Architecture:
• A well-structured website architecture helps search engines understand how your website is built.
• Ensure internal links are spread equally throughout the website.
• Mobile-Friendliness:
• Ensure your website is mobile-friendly and has a responsive design.
• Mobile-friendliness is crucial, as many users start their search process on mobile devices.

By implementing these on-page SEO techniques, you can improve your website’s visibility, attract more organic traffic, and achieve higher rankings in search engine results.

Off-Page SEO: Strategies for Building Authority and Rankings

Off-page SEO involves techniques used to promote a website beyond its own pages, with the goal of improving search engine rankings. It focuses on building the website’s recognition, credibility, trustworthiness, and relevance from the perspective of other websites. Off-page SEO is synonymous with link building, and both on-page and off-page SEO are needed for a page to rank well.

Here’s a breakdown of off-page SEO elements, according to the sources:

• Link Building:
• Off-page SEO is primarily about acquiring backlinks from other websites.
• The goal is to establish external links from high-quality, relevant sites to your own.
• Google recognizes backlinks as one of the top ranking factors.
• Benefits of Off-Page SEO:
• Improved Credibility, Trustworthiness, and Relevance: Off-page SEO helps Google recognize that your web page is trustworthy, recognized by other websites, and relevant for particular keywords.
• Increased Traffic: Links from credible websites can drive referral traffic to your site.
• High Domain Authority: Securing links from other web pages pointing back to your site improves your domain authority, which in turn makes other websites want to link to you.
• Brand Awareness: A good link-building strategy increases brand awareness, which enhances trustworthiness.
• Types of Links:
• Follow Links: These links allow search engine crawlers to follow them and pass on “link juice,” giving your domain reputation.
• Nofollow Links: Search engines do not follow these links, so they don’t pass on link juice. While Google may still recognize the association between websites, aim for follow links to gain credit for the backlink.
• Strategies for Link Building:
• Content Quality: High-quality, original content is essential for attracting links naturally.
• Social Media: Social media can broaden the distribution of your content. Social media can also be a source for link building.
• Guest Blogging: Writing guest posts for other blogs in your industry can earn you valuable backlinks.
• Directories: Listing your website in reputable and trustworthy directories.
• Testimonials: Asking clients or partners for testimonials that include a link back to your site.
• Measuring Off-Page SEO:
• Domain Authority (DA): Use tools like Moz Link Explorer to measure your website’s domain authority, which is a score (out of 100) that indicates how authoritative your domain is.
• Linking Domains: The number of unique domains linking to your website.
• Backlinks: The total number of links pointing to your website from other sites.
• Spam Score: Moz also provides a spam score to measure how “spammy” a website is, helping you identify potentially harmful links.
• Google Search Console: Use Google Search Console to see which sites are linking to your website.
• Page Authority: Page authority is a score between one and one hundred. If external links pointing to an internal page have high domain authority that is likely to increase the page authority of that page.
• Do’s and Don’ts of Off-Page SEO:
• Do get backlinks from relevant, high-quality sites.
• Don’t get backlinks from irrelevant or low-quality sites.
• Quality over Quantity:
• Focus on acquiring links from high-authority websites rather than accumulating a large number of low-quality links.
• A single link from a reputable domain is more valuable than multiple links from low-quality sites.
• Internal vs. External Links:
• For on-page SEO, internal linking is used to connect pages within your website.
• For off-page SEO, external linking is used to get links from other websites to your own.
• Link Placement:
• Encourage backlinks to point to internal pages (such as blog posts or product pages) rather than just the home page.
• Links to interior pages help boost the page authority for those specific pages, improving their ranking potential.
• Follow vs. Nofollow Links:
• Ensure that the backlinks you acquire are “follow” links, as “nofollow” links do not pass link juice.
• Check the HTML code of a link to confirm whether it has a “nofollow” tag.
• Monitor Backlinks:
• Regularly monitor your backlink profile to identify and disavow any links from low-quality or spammy websites.
• Use tools like Moz Link Explorer and Google Search Console to track your backlinks.

By implementing a comprehensive off-page SEO strategy, you can improve your website’s authority, attract more referral traffic, and achieve higher rankings in search engine results.

Mobile Traffic: Measurement, Optimization, and SEO Impact

Mobile traffic is an important aspect of digital marketing and SEO because a large portion of online activity now takes place on mobile devices. Here’s a detailed discussion of mobile traffic, according to the sources:

• Importance of Mobile Traffic:
• A majority of searches now originate from mobile devices.
• Mobile traffic is a significant driver of website visits.
• Most people start their online journey on mobile.
• Measuring Mobile Traffic:
• Google Analytics can be used to measure the amount of traffic coming from desktop, tablet, and mobile devices. In Google Analytics, under Audience, then Mobile, then Overview, a breakdown of traffic by device can be viewed.
• It is important to monitor mobile traffic to understand user behavior and optimize the mobile experience.
• Mobile vs. Desktop:
• Mobile users often have a different mindset compared to desktop users, as they are actively looking for something and may follow up in person or call.
• The user experience on mobile devices is different due to responsive design.
• Mobile Optimization:
• Mobile ranking relies on having a responsive website design that adapts to the mobile device.
• Page speed is crucial for mobile, as users expect fast loading times.
• Ensure that the website is mobile-friendly, with easy-to-read text and appropriately sized viewports.
• Mobile Usability Report:
• Google Search Console has a Mobile Usability Report that identifies mobile usability issues on a website.
• This report highlights pages that do not follow Google’s best practices, such as having text that is too small or clickable elements that are too close together.
• Addressing the issues flagged in the Mobile Usability Report and getting Google to validate the fixes can help ensure that pages are indexed properly.
• Pages with mobile usability errors may not get indexed by Google.
• Impact on SEO:
• Google considers mobile-friendliness as a ranking factor.
• Improving mobile page load time can positively impact organic rankings.
• Mobile usability and site architecture influence how well a site ranks in mobile search results.

By monitoring, measuring, and optimizing for mobile traffic, one can create a better user experience, improve search engine rankings, and drive more conversions.

Website Speed: Optimization for User Experience and SEO

Website speed, also known as page speed or page load time, is a critical factor for SEO and user experience. It refers to the amount of time it takes for a web page to load completely. Google considers page speed as one of the most important ranking factors because it wants to rank pages that are relevant and provide a good user experience.

Here’s a breakdown of key aspects related to website speed, according to the sources:

• Importance of Page Speed
• User Experience: Slow loading times can lead to a poor user experience, causing users to leave the site.
• SEO Ranking: Google considers page speed as a ranking factor. Faster pages tend to rank higher in search results.
• Engagement and Conversions: Faster page load times can increase user engagement, reduce bounce rates, and improve conversions.
• Mobile Experience: Mobile users expect fast loading times, making page speed even more critical for mobile optimization.
• Measuring Page Speed
• Google Analytics: Google Analytics can be used to track the average page load time for your website.
• Page Speed Insights: Google’s Page Speed Insights tool analyzes the content of a web page and provides suggestions to make the page load faster. This tool provides speed suggestions for both desktop and mobile versions of a site.
• Google Search Console: The speed report helps you understand the page loading time of your website.
• Factors Affecting Page Speed
• Image Optimization: Large, unoptimized images can significantly slow down page load times.
• Website Design: A complex website design with unnecessary elements can increase load times.
• Hosting: The server your website is hosted on can impact page speed.
• Code Optimization: Unnecessary or poorly optimized code (CSS, JavaScript) can slow down page load times.
• Browser and Device: Page load times can vary based on the browser and device used to access the site.
• Server Response Time: Slow server response times can contribute to longer page load times.
• Code: Too much code can slow down your site.
• Redirects: Multiple page redirects can increase load times.
• Ways to Improve Page Speed
• Optimize Images: Reduce image file sizes without sacrificing quality.
• Simplify Website Design: Use a clean and simple website design.
• Leverage Browser Caching: Utilize browser caching to store frequently accessed resources.
• Minify Code: Remove unnecessary characters from HTML, CSS, and JavaScript files.
• Optimize Code: Minify files.
• Minimize Redirects: Reduce the number of redirects on your website.
• Upgrade Hosting: Consider upgrading to a faster hosting plan with better server response times.
• Content Delivery Network (CDN): Using a CDN can distribute your website’s content across multiple servers, reducing load times for users in different geographic locations.
• Walmart Case Study: Walmart experienced a 2% increase in conversions for every one-second improvement in page speed, demonstrating the direct correlation between page speed and revenue.

By focusing on optimizing website speed, you can improve user experience, increase engagement, and achieve higher rankings in search engine results. Regularly monitor your website’s speed and address any issues to ensure optimal performance.

The Original Text

[Music] hi guys welcome to part one of the digital marketing full course video by simply learn in this video we’ll be covering everything you need to know about digital marketing we’ll do this with the help of our instructor rob sanders so let’s start with an introduction to digital marketing a digital marketing course video and some of the best digital marketing tools we’ll also have a look at what is seo an seo tutorial 7 tips and tricks for seo how to perform keyword research how to rank number one on google and google tag manager greetings everyone this is rob sanders and today we’re going to talk about what is digital marketing so thanks for joining us here at simply learn and let’s get started let’s start talking about why digital marketing is important so let’s start there on the why so we’re just a fly on the wall and we’re in an office environment we’re looking at two friends having a conversation about digital marketing so really if we’re listening in everybody every marketer is using digital marketing for his or her business now digital marketing has become more popular than traditional marketing that’s not a surprise so in response hey over the past few decades digital marketing has evolved at a rapid pace these days a lot of people spend most their time on the internet so what happens in the internet every 60 seconds well a lot happens every 60 seconds so according to social media today i mean there’s a lot of snaps there’s a lot of clicks there’s a lot of text there’s a lot of videos watched there’s a lot of pictures being taken there’s a lot of voice activated activity going on a lot of tweets emails swipes there’s a lot going on here in 60 seconds so there’s a lot of activity on the internet a lot and so the one gentleman says hey can you also mention a few differences between digital and traditional marketing systems and then the expert responds of course i can certainly clarify a few differences between digital and traditional and so he goes on to say what the differences are between traditional and digital and let’s look at that okay so on traditional marketing we’re talking about print radio billboard newspaper tv anything that’s not on your mobile or laptop so we know what traditional marketing reach is limited with digital marketing reaches maximum and what we mean by that is hey when you print something you’re printing it for x amount of people you’re trying to promote an event and you basically create a thousand flyers okay you figure that’s going to a thousand people maybe they’ll share it so you’re looking about 2 000 people maybe just to be generous well digital marketing we’re promoting an event we can promote it to a whole lot of people depending on the platform so 2000 is nothing when you’re targeting an audience on facebook or google search traditional marketing non-versatile and with digital marketing very versatile so again going back to our flyer printing an eight and a half by eleven okay that’s it you know with with digital marketing you’re running display banners you have 468 by 60 200 by 200 250 by 250 300 by 300 i mean the list goes on on the types of different display sizes not to mention text ads not to mention video or multimedia uh so there’s a lot you can do to get your message out there okay with traditional it’s always delayed communication okay so meaning if you’re trying to get that tv spot there might not be a spot open until one in the morning okay well with digital marketing there is no hours okay you can certainly get your point out there and have people see it instantaneously so with traditional marketing there’s a lack of real-time results i mean this seems like uh it’s obvious but you know digital marketing that’s one of the biggest benefits instant real-time results instant okay nowadays go to analytics you can look at real-time reporting okay so we could see real-time results okay traditional marketing can be very costly i mean if you’re not only doing postcards and printing postcards but you have to mail those postcards so there’s postage fees where with digital marketing it’s very very very cost efficient i mean meaning you could pick and choose who you want to target when you want to target where you want to target what you want to target and if you’re doing search you can put your bidding in place you can put your hours in place you can really control how much you actually spend so that to me is one of the biggest advantages to digital marketing not only do you get real-time results but you can control costs and then obviously optimize based on the amount of cost you’re spending based on those real-time results with traditional marketing it’s difficult to reach a target audience you know with digital marketing it’s easy to reach a target audience i mean you know i don’t wanna bash traditional marketing too much i mean if you’re gonna put a tv ad in place you know you’re gonna do it on a tv show that tends to gear more towards your target audience but that doesn’t guarantee anything here we can simply go to facebook or twitter or linkedin and just pick and choose specifically who we want to target when we want to target them so it just becomes a lot easier to reach a targeted audience on a digital marketing platform and then with traditional marketing poor campaign measurement with digital you have easy to measure and optimize campaigns and what we really mean by that is because you get instant time results because you can control cost because you can reach your target audience more easily all those a result of okay you can measure and optimize based on what our audience is seeing and how much they’re spending to see it we can quickly make adjustments in order to optimize the campaign for better performance so that’s generally that means that’s a culmination of pretty much everything that we’ve listed as a benefit for digital marketing okay so now why digital marketing has been answered with all the benefits that it carries let’s talk about the what is digital marketing so you know that you know you want to do digital marketing so how do we go about that what what is it exactly well let’s just define it digital marketing is just the act of promoting a company’s product or an individual’s product or service with the help of a device or technology and so obviously when we talk about device we’re talking about maybe a laptop we’re talking about a mobile device and we talk about technology it could be an app it could be you know a cloud-based platform okay it could be a piece of software okay so a lot going on on the digital side in terms of variations and what you can do but that’s in a nutshell what digital marketing is you’re really just using technology to promote your product or service so we know because of the benefits in digital marketing you can promote your campaign on different platforms okay so all those benefits we mentioned about instant real-time results cost efficiency optimizing campaigns you could do that on search you could do it on social via email on mobile apps etc so that’s what we mean by with the help of digital devices and technology well these digital devices and technology come in the form of search engines and emails and mobile apps etc so when we want to go and promote our product or service using a campaign we have different options so there are different types of digital marketing channels that we can choose from and let’s just go through that list of digital marketing channels and the first one is what i consider the king of them all and that’s seo so seo stands for search engine optimization there’s search engine marketing there’s email marketing affiliate marketing social content mobile and then we can get into subsets of each of these digital marketing channels but really we’ll start with seo because that’s the king and to me that’s basically increasing the quality and quantity of relevant organic traffic on the search engines including google so depending on where you’re located in the us market google tends more has a large market share so you want your pages on your website to be found and clicked on organically and so that means that somebody types in a keyword you want that relevant page to show up first on google so somebody can click on that link okay and we know that millions of people specifically in the us but worldwide you search on a daily basis so if you’re ranking for those relevant keywords you can imagine how much traffic you can get okay so that’s seo okay and here’s an example so you type in online shopping well you can see the first listing here is a paid search ad and we’re gonna get to that in a minute the second organically is amazon okay so online shopping you think maybe walmart you think maybe alibaba or you’re thinking probably amazon okay so no surprise amazon’s ranking for the keyword online shopping and so if somebody clicked on their listing that’s traffic for amazon let’s move on to search engine marketing you know known as sem or pay per click or cost per click or ppc or cpc or sponsored search or google ads i mean there’s a lot of different names synonymous with sem so search engine marketing is really just using paid ads on search engines just as we saw the previous example if you want to be found for keyword you don’t have to worry about organic if you’re willing to pay for it you just bid on that keyword and voila you have the opportunity to appear number one in the search results at the top of the page for that keyword now when somebody clicks on it you have to pay google if it’s google you’re advertising on but that’s the beauty of search engine marketing you can bid on keywords and appear at the top of the search results for that keyword example here if we go back to online shopping well myus.com is bidding on that keyword online shopping so they’re actually appearing above amazon’s organic listing but that’s what they want to do they want to be found for that keyword so if they’re not ranking for it organically well they’re bidding on it and if somebody happened to click on that listing then myus.com is going to pay google something depending on what the cost per click is and so that could be anywhere from one penny to a hundred dollars it depends depends on the keyword depends on who else is bidding on the keyword depends on the location depends on the time of day depends on quality score there’s a lot of factors involved and regarding what you pay however the benefit of sem is visibility and getting traffic to your website for keywords you’re not found for so that’s why sem’s such a popular choice for a lot of companies okay let’s talk about digital marketing that’s a traditional type of digital marketing channel it’s been around a long time you know we all send emails on a daily basis and we probably all receive emails on a daily basis this is an effective way to capture leads and convert them to customers because with email you can personalize your emails and you can send your emails to a segmented audience okay so if you have emails from females who are 35 years of age to 44 that live in say the southern part of the united states you can segment that and send them an email and cater that email directly to that audience and of course you can put some nice call to action in there you could design it really snazzy and you could track it just like you can any other digital marketing channel so email is a very effective way to really reach a target audience because everybody for the most part has a functioning email account so basically here’s an example of an email that could go out if you’re selling a product and the products promotion is about to end well you know get that email out to your target audience let them know hey you have until tonight to purchase the product and if you purchase it you’re gonna get 30 off and you can put the coupon code right in there with a nice call to action and you can measure how many people click on that email go to that web page and purchase the product using that coupon code so that’s an example of email marketing okay we have affiliate marketing so affiliate marketing is an effective way for digital marketers to basically create a sales force of people so basically what you’re doing is you’re getting merchants to promote your products and services and you’re using usually a third-party broker like commission junction or cg.com as an example to introduce you the the person selling the product the merchant with the affiliate so that affiliate could likely be a merchant him or himself and they can basically be a good partner of yours by publishing your product or service on their website so that they can sell in order to get commissions so it’s all based on a commission so you basically are going to use a third-party affiliate like cj get all these affiliates to work for you they’re going to promote your product or service if they do sell your product or service you’re going to pay them a commission that’s more or less how it works with affiliate marketing and you know with affiliate marketing to me it’s a good way to you know really promote your product or service and you can pick and choose the affiliates or the publishers of whom you want to work with so here’s an example of affiliate marketing at work okay you basically see a banner basically you can see earn up to 12 advertising fees with a trusted e-commerce leader okay so if somebody clicked on that purchase for example or joined you could pay off that commission okay let’s turn our attention to social media marketing so social media marketing you know i would say it’s fairly new i mean if i think about it we’re in 2019 and i remember talking about facebook back in 2006. so you’re talking about 13 14 15 years of social media it’s definitely evolved over the years and but the concept remains the same it involves creating different types of content depending on the platform okay so you could be on pinterest or instagram and be dealing with photos or you could be on twitter tweeting out certain characters up to a limit okay so it really depends on the social media platform uh that really drives the type of content you’re gonna promote but we know social media can be effective because people use social media i mean facebook is one of the more popular platforms and if you want to get your product or service out there you could certainly pay to have an ad on facebook or you could just post your content organically okay that’s the beauty of social most of your social platforms like linkedin and twitter and facebook and pinterest and instagram they’ll have a paid form of advertising that you can use to promote your product or service or you can go the organic route and you know post content organically in hopes of driving traffic back to your website so with social you do have two options here but social is interesting because a lot of different social media platforms out there really depends on your product or service okay so an example of social media marketing especially on facebook with facebook you got mobile and desktop and you obviously have the opportunity to post something organically and have that liked or commented on or shared or you could post an app and get that liked commented or shared or clicked and have people go back to your website and fulfill the goal of what you want them to do so moving on to content marketing so content marketing is really an effective way of really distributing valuable content online and when we talk about content marketing you know we’re talking about different types of assets so it could be simply text in the form of a blog post or it could be a video or it could be an infographic or it could be an image okay there are lots of ways to create content these days especially in digital marketing and the great thing about content marketing is you’re writing content for a targeted audience so if you’re trying a targeted audience on say instagram then you know who your audience is and you know what the type of content you’re gonna post on there so it could be in the form of a video or infographic or just a graphic and so that’s the beauty of content marketing really putting yourself out there and depending on the platform putting yourself out there with various types of content so for example we look at youtube you can see this video here about digital marketing certified associate well hey you don’t need to always write the content you can produce the content in the form of a video and post it on youtube this is a form of content marketing so that’s content marketing and then let’s talk about mobile marketing so content marketing again different types but if we go now to mobile marketing you can kind of segue from content to mobile because the only difference here is with mobile it’s strictly on mobile phone it’s not desktop so mobile marketing is really a strategy on its own that helps you the company promoting your product or service to reach your target audience through a mobile device and that includes tablets and how you could do that is via messaging you could do it via email or you could be do it via an app okay so you have different ways of getting your content out there to people okay so as an example you can use basically sms or instant messaging via mobile devices to promote your product or service here’s another example of a mobile marketing via app install and so you can even compound that by running a say google ad as an example and running your google ad on say just mobile you could do a bid adjustment just for mobile and the goal could be app installs okay so and you can even do a mobile or app extension so there’s lots of ways to really promote your app or your product or your service via mobile marketing okay let’s talk about the customer life cycle so we know why we want to do digital marketing we want to know we want we know what the digital marketing channels are because we just talked about them from seo to social to affiliate to mobile to content to sem okay you have a lot of different digital marketing channels at your disposal so now how do we go ahead and approach our customers so that’s what we’re going to talk about first so we’re going to talk about different stages of the customer life cycle okay and the first one is the awareness stage so we need to get our customers aware of what we’re selling or what we’re promoting okay so the awareness stage is really what product does your brand offer that’s a question we want to get out there and we want to answer okay what does a customer need your product or excuse me why does a customer need your product that’s a question we want to answer with digital marketing okay what solution does your product provide okay that’s an answer to a question we want to make sure people understand so these are questions that we want to be able to answer in the form of digital marketing whether that be mobile or content okay so getting our information out there that answers these essential questions and if we could do that then somebody’s going to become aware of our product or service okay so what product does our brand offer why does a customer need it and what solution does it provide okay those are some key questions that people tend to ask themselves when they look at a brand okay and when they look at a product hey do i really need this is it gonna help me in my life okay and who who is selling this i mean who is this brand i mean that’s those are just things that run through people’s mind intuitively that with the right messaging the right channel the right type of asset the right targeted audience you can quickly make somebody aware of your brand’s product or service in this stage it’s help potential customers discover your brand with the help of these different marketing channels so in the awareness stage you know content is key so it’s to me if we have a website we need a blog because if somebody does come to our blog from say organic search seo then we can write about that product or service via blog and talk to our customer talk directly to our targeted audience through that blog and if we’re not ranking organically we can use paid search to promote it because paid search on google for example basically we can be right at the top of the search results and so somebody can actually see when they do a search because we know millions of people you search on a daily basis you could do social media marketing okay so you can publish that product or service on facebook while you’re building your community and you can use affiliate marketing to help get the word out by using cg.com as an example build up a sales force of people these publishers that are going to put your product or service out there so to me in the awareness stage these are the digital marketing channels you can focus on now i will say one thing about display ads display is part of search engine marketing you could use display because you can reach a large number of people so even though it’s listed here low priority in the awareness stage display ads mean that if you’re on google’s display number you could pick and choose your sites your demographics keywords topics an audience you can focus on all those different demographics to really attract a large number of people so low priority but it’s probably also good to focus on in the awareness stage okay so content marketing you must create a high quality content that people are searching for without content it’s hard to get found and so to me this is you know where the blog comes in seo take that content get it optimized okay sem if we’re not ranking organically we can make sure we’re at the top of the paid search results or the the search results for a particular keyword we want to be found for and then social media marketing using different channels depending on the channel if we’re selling you know training like simply learn does you know linkedin is a good platform for us okay and then affiliate you know basically building up a nice network of publishers to get the word out so these are all good channels that we can focus in on so traffic sources may include paid unpaid social referral display email or direct so they they could come in the awareness stage from all different types of channels even though you’re focused on content i mean you could still get traffic from mobile or email so now that we got the word out via all these different marketing channels there’s that consideration stage so you know people are aware of us now they’re considering us and that’s kind of the next stage in the process okay so a few essential questions to address on the consideration stage hey what features make your product valuable to others and how will i increase customer engagement towards my product so those are answers to questions you want to ask okay what features make your product valuable you want to basically separate yourself from the competition basically that’s what you’re trying to answer okay so if you’re promoting your product or service on paid search and other people are bidding on the same keyword how are you going to stand out and then how will i increase customer engagement towards my product so for example if you’re on facebook okay and you’re trying to get people over to your site to purchase your product then how are you going to improve that engagement you got to create something really snazzy or really it’s going to be attention-grabbing or something that’s going to get them to become aware of it that’s going to separate your posts from all the other posts that are in somebody’s facebook newsfeed okay so you really have to work hard to really convince somebody to get their consideration towards your product or service so in this stage your customer considers your product so help them understand how your product is valuable okay to me email works really good here because if you have a targeted audience this gives you the opportunity to really answer those questions in that particular channel email you could support that with a promotion and display i think display is a good option here too because even though you know people are trying to become aware you know you can really hone in and really get them to take that next step okay with display you can even do remarketing so if somebody’s been to your site because they’re aware of your product they’re curious you can cookie them and remarket to them via display so display to me is a good a good channel to use here okay so you have email mobile display you know sem these are all you know good channels to use on the consideration stage especially on search because somebody’s looking for something and they’re aware of your brand then you have the good opportunity to get them to click on your ad especially if you’re offering a promotion and get them to convert the goal here is to increase our engagement so people are aware we’re moving them further along the funnel with email marketing we have the opportunity to promote the product by sending an email directly to our audience so with this stage plan your campaigns around welcoming emails newsletters we can talk about product descriptions add ratings and reviews in the email you know we really just want to encourage people to purchase the product that’s we’re trying to sway them over so email is a good source to allow us to do that so with mobile marketing we can promote the products by sending relevant messages to our target audience display again retargeting because we can retarget an audience that has been to our website already did some research about our brand our product or service and now we’re going to reach back out to them to sway them so remember we want to encourage customers to buy a product by creating detailed articles about the product that always helps and that’s content okay we want to opt for a customer testimonial okay that helps sway people and add some guest blogging okay we can have ambassadors blog on our behalf or we can go out and blog on somebody else’s site okay so blogging works both ways it’s ways of of showing yourself and telling people hey we know you’re looking for this product here’s why you want to choose us okay moving on from the consideration to the purchase stage so they’re aware of you they’re considering you and now we’re on to the purchase stage so the questions we want to really make sure we address here are how are my prices compared to my competitors and is my brand more credible than others okay so they’re considering you but that price point and it may not even be the price it could be the shipping for example the price could be good but the shipping cost could be high so you really want to do some due diligence and research on what your competitors are doing credibility that goes back to the consideration stage and testimonials you want to make sure you have reviews and testimonials to really elevate what you’re trying to tell customers and that that is hey i have a good brand i have a good product i have a good service come buy my stuff come buy my product and service but you really need to support that claim you just can’t go out and say it and so supporting that comes in the form of what other people say and that could be reviews that could be comments on a social media platform it could be you know stars on say yelp or google my business you know make sure you do your due diligence and make sure you get people to you know review you or provide testimonials because people are going to do their due diligence before they purchase especially if it’s on google my business or yelp or trip advisor or whatever it is you’re trying to sell they’re going to be able to see those reviews and so do your due diligence to get the reviews and if it is a negative review hey that’s okay you can’t please everyone you’re gonna get them that’s the world we live in just make sure you show your upper hand and respond even to the negative as well as the positive reviews that you get that actually bodes well to some people because hey it shows that i made a mistake and you’re willing to correct it and so people actually see that that could be the tipping point to getting them to purchase hey look hey this brand really cares because they’re really responding to people they’re not ignoring negativity okay just those small things that can get people to change their mind now with the purchase stage according to e-consultancy 83 of the online audience require encouragement to complete a purchase encouragement what does that mean well it could mean providing a promo giving them that extra incentive you know if you don’t offer promo consider it especially on the email and the example we looked at earlier sending in an email means that if the promo is going to end at midnight send that email out and tell people they have until midnight and if they purchase today you’ll even increase it to 20 percent and email’s a good channel for that mobile can reach a lot of people through sms okay social media reaching people instantaneously and then you know really with the purchase stage it gives pro prospects an offer to help them make that purchase so you have plenty of channels to choose from in fact most of these channels the only one really that doesn’t fit the instantaneous mode is seo but you can really focus on affiliate even though that’s a low priority here you can really you know coordinate with your publishers who especially those publishers that have proven their worth and have sold your products in the past you get them to help promote it and incentivize their audience so let’s move on from the purchase to the purse post purchase stage so this is after somebody purchases okay so some essential questions we want to be able to address here so what additional product could my customer buy now that they’re my customer what else could i sell them what you know without being too pushy could if they buy a coat well a hat work or a pair of gloves or you know blouse you know you want to be able to not push a product on your customer but think about how you can complement that purchases that purchasers or customers product and then how to improve the customer buying experience so again this goes back to you know what we just said about reviews get somebody to offer a review and if they don’t give you a full compliment of five stars they only give you three and a half stars then you know what that’s great feedback because then you can learn from that and then the other question is will the customer refers to others and if so why so that’s definitely something you want to be able to address in the post purchase stage so let’s take a look here so with post purchasing stage you know it’s me emails at the top of this list because if somebody purchases something you can send a nice thank you email because if they purchase they’re giving you their email in return because you’re likely going to be sending them the receipt via email so email to me is a nice channel you send in a nice message even you know social media you know you can thank your community for supporting you on this recent campaign that you ran you know even throw in an extra five or ten percent on a future purchase is a thank you and that’s easily done on social media you know you could even post a blog you know promoting you know the success of a product and then offering a promotion okay so there’s a lot of things you could be doing here on the post purchasing stage so to me even looking at content again you could even you know put a survey together you could even put a survey together for your affiliates okay you could even post a poll on facebook so it’s just working in with these different channels to get some feedback about your product and service so with email mobile you can engage customers with follow-up emails or customer care content you know with mobile if you have somebody’s mobile number hey text them a simple thank you goes a long way you know you can say hey look if you’re satisfied let us know give us a call you can even in the ee mobile text message you can put a link to a survey send emails to active subscribers give rewards for customer feedback so if somebody does provide feedback give them an extra 10 off you know you want to be able to reward loyalty loyalty comes in the form of a partnership if you’re giving somebody discounts and you have a good product or service then they’re going to recognize that they’re going to say hey look i really like this product and they’re giving me 10 i’m going to go ahead and purchase from these guys again so give those discounts to those active customers or on the affiliate network give referral opportunities to your customers so if it’s an affiliate publisher hey if they’re getting people to your site you know reward them or if it’s an email and you put a four to a friend get an extra 10 off it doesn’t hurt because you’re incentivizing people to help you sell your product so with social display and content use those banner ads or use that content that you display on social or the blog you’re gonna write to give customers advice in order to maximize the value of the purchase so again you can use these platforms to also enhance uh what they purchased so hey you just purchased this product thank you very much did you know you could do this this and this with it and so that’s the idea of a post-purchase stage is to maximize these channels to be able to answer those essential questions about what else could they purchase you know do they like how do i get these people to become loyal customers okay so with the first purchase stage if a customer has bought a pair of sports shoes for example running shoes you can recommend cross product sale a cross sale it could be a pair of shorts or a water bottle or an accessory with an exclusive discount so that’s another example what you can do on the post purchase stage so in today’s world everywhere you go it’s all about digital so today this lecture is going to be about all the different marketing channels available piece them together kind of put together a little digital marketing course for you so first off before we get started we’re going to talk about what is digital marketing and really digital marketing covers a lot of areas it’s very broad and really what it refers to just marketing that a company does a person does an individual a group an organization and they do it in the form of an electronic device or with the aid of the internet that’s really what digital marketing is it’s just having something digitally not something tangible like a billboard or newspaper or tv and with that there are lots of places where you can apply digital marketing and so electronic devices we think of mobile devices and so you could certainly use mobile as a form of digital marketing or to help you with your marketing efforts digitally okay you can create apps you can run advertising on mobile you can communicate with different people your target audience via different devices like whatsapp and messaging okay uh there’s also search engines search engines is where a lot of people get their information from at least start to do their research to get information you got social media lots of different social media platforms all the way from you know tweeting to blogging to social sharing to social content okay so a lot of of platforms under the bucket social media you also have traditional forms of digital marketing like email you can use different email platforms to send out emails so lots of different ways to communicate your product your service your message to a large number of people that are really targeted to your efforts how is digital marketing useful well we know provides different metrics why do we know it provides different metrics because it’s all digital okay so anytime you send out an email or post something on facebook you’re going to get data back when you get data back you could take that data to determine how well that post or that email performed and if it didn’t perform up to expectation you can make changes to improve performance that’s called optimization okay so that’s the great thing about digital marketing it’s useful in that we get data in some cases instantaneously and we’re able to make changes in order to optimize that campaign we can also you know provide personalized user experience so meaning if we know who our target audience is on say twitter or linkedin or facebook we can really cater our messaging to that group probably most importantly is that digital marketing compared to traditional forms of marketing allow us to really reach a global audience very easily very easily at a very low cost that’s the key so if i want to target people in india or nepal or pakistan i can certainly do that and i can do that with the snap of a campaign and i get data back and based on the data i can tailor that experience even better really just allows us to really hone in on a particular audience anywhere in the world very quickly so these are just three of the main reasons why digital marketing is useful some other experiences or uses for digital marketing again it provides a cost-effective alternative to traditional marketing so you know for those that are familiar with purchasing advertising on say tv a radio you have to pick a spot you have to pick a program and then pick a time slot associated with that program so somebody’s watching a program and and that program tends to draw on a specific target audience then you want to show your ad around the time when that program is slotted to air on tv because you know you’re likely going to reach your audience however to purchase that time slot could be competitive and could be very costly where there are forms of of advertising and paying for advertising digitally and those forms are cost per click or cost per impression and so using a cost per click or cost compression model allows you to really go head-to-head in kind of an auction style format where you can control how much you pay and potentially get that prime spot in front of your target audience so it really does become cost effective and it allows you to make small investments to get a really substantial return on roi so let’s just say your cost per click is only 10 cents but you’re selling a product for 10 well all you need is one click and one sale to generate a very substantial return on investment and so knowing that you get metrics back on a campaign you could slowly or quickly optimize that campaign towards a very positive roi and then another use for digital marketing just enables targeting users based on their actions and preferences so again we can really hone in on who we want to target it really depends on the platform but if you take google ads for example and you want to target the display network well we know we have demographics we know we have topics we know we have interest we know we have retarget audiences in segment audiences we have age we have gender so you have a lot of options available to choose from to really hone in on who you want to target and we talk about remarketing is another form of digital marketing so you can set up a marketing campaign so if somebody comes to your website and does not purchase the product or service that you’re offering you could take action on that behavior so i can retarget a group of people who didn’t purchase that’s retargeting or you could do it via remarketing and basically that’s the beauty of digital marketing allows you to really target users based on their actions some other uses for digital marketing it helps build brand awareness and reputation of your business so when we say brand awareness if you’re just launching a company and nobody knows who you are if we use google ads as our preferred method of digital marketing and establishing campaigns we can choose that display network that display network on google ads reaches a large amount of people so you can really get your name out there and really target your attended audience and allow that targeted intended audience to really understand who you are because they’re going to see your ad in the form of a banner or in the form of a video or in the form of text and so that’s the beauty of digital marketing you can really reach a lot of people and a lot of people who might be interested in your product or service and then digital marketing provides a platform for you to be interactive with your audience helping you stay relevant and competitive and the best example i can give here is youtube and so youtube’s a really it’s a search engine for videos but it’s a video sharing platform and so if i upload a video then i can entice people to comment on that video or like the video or share the video and i can really interact with that audience by responding to their comments or you know putting together a playlist or giving them more videos okay so i can really interact with my audience and i could do that on multiple platforms not just youtube and video i can blog and and interact based on somebody’s comments i can have a website and have live chat and interact with my audience so there’s lots of different ways to interact with an audience and that’s what digital marketing provides so i already mentioned a few examples based on the uses of digital marketing i mentioned google’s display network i mentioned youtube and blogging and social media platforms like facebook well there are lots of different types of digital marketing channels out there and we’re going to talk about a few of them today we’re going to start with search engine optimization and so search engine optimization as you probably know from the name involves search engine and it involves really making your site relevant in the eyes of that search engine so if you’re in the united states you know that google has a large market share meaning a lot of people use google on a daily basis so we want to make sure we do everything we can to optimize our site in order to make our site relevant for those coveted keywords now why do we want to make ourselves relevant for those coveted keywords that we want to be found for on search well because a lot of people use search and when a lot of people you search and you’re found for those keyword queries then it’s going to increase the flow of organic traffic to your website so the higher you rank in theory the more traffic you’re going to get and so when we talked about optimization okay how do we optimize our site in order to be relevant in the eyes of google well it really comes down to a two-pronged approach you have on-page seo you have off-page seo on-page has everything to do with your website in order to make it relevant off-page has everything to do with your website but not on your website it means that how can we become relevant by linking to other websites for example how can we become relevant by getting our content on other platforms so we become relevant in the eyes of google so that’s off page seo so seo is always going to be two prong what you do on your website and what you do off the website to make sure your website your domain whatever that domain is dot com or dot org is relevant in the eyes of google and so let’s take a look at on page seo first so like i mentioned it involves optimizing your website and when we say optimizing your website there’s a lot of things you can do on your website to make it relevant in the eyes of google and we can look at the content okay we can look at the source code and so there are a lot of different components to be looked at here so you have the header tag you have the meta description you have the alt tag you have how fast your page loads you have internal linking you have a site map you have a lots of different things going on here and so for me one of the first things you should do when you create a page on your website is to make sure the title tag is unique and includes those key words so if we look here at this example the title tag is important because that’s what shows up in search results here you can see the title tag on google is up to 65 characters so you always want to include that keyword in the title tag then you have your url and then you have what you call a meta description so that’s underneath the url underneath the title tag and again this is in search results so organic search results somebody types in a keyword you want to be found and you want your title tag to stick out and you want your meta description to specifically describe what it is you’re offering okay so again if somebody’s looking for stock imagery then you want to make sure that you know that person who’s looking for stock imagery can come to your website and they can in this case search for millions of royalty free stock images photos videos and music and so you want your description to really get that person to click on your listing an organic search that’s the whole point so that’s the point of a title tag and a meta description is you really want to be found for what somebody’s searching for and you want to be able to show them that you have what they’re looking for you have something here underneath your organic search results called site links and site links are just other are links to pages on your website and so unfortunately this is not necessarily in your control this is in the control of google so if google wants to offer up site links underneath your title tag meta description they will add them and it’s based really on the amount of content you have and that goes with site search so you can see also their site search there underneath the meta description all of that is contingent upon your website do you have a lot of content and if you have a lot of relevant content then google will naturally add in site links underneath your organic listing to links to other pages on your site so that’s on page seo and now we’re going to look at off page seo okay so off page seo involves using promotional methods beyond just optimizing your site for example optimizing your title tag amount description might not be enough to get you to rank for that coveted keyword query so we need to do some link building we need to get our name out there on other websites okay so we need to be able to establish some external links or backlinks from high quality relevant sites to our site and it may not just necessarily have to be a link because google recognizes linkless backlinks so just having a reference on a high quality site may be good enough to get you in the eyes of google to become more relevant okay so that’s off page seo in definition so really what we want to do is we want to establish a way to get links from other websites to our own or references on other websites to our website we want to build those links to help us gain in ranking so there’s lots of ways to do that you have social media again you have social content sites like reddit medium quora you have blogging okay there’s lots of ways to establish yourself out there on the internet you just need to make sure they’re quality sites and you need to make sure they’re relevant and so when you do get a link on an external site pointing back to yours you want to make sure it’s a follow so you want to make sure that google knows to follow that link from that site to yours so if you’re out there establishing content on a third-party website or another website and they’re going to link back to you just make sure that it’s a follow do follow not a nofollow okay and i’m gonna show you an example of what that looks like here so if you’re not sure what the difference is here i’m on backlinko.com and really a no follow versus they do follow is simply in the href so in the href if you don’t have anything in there other than the link then the search engines are going to follow that link from that external site to yours and if you have a no follow in that link then the search engines are going to ignore the link so you’re not going to pick up the backlink or external link to your site and that’s simply that site just adding the rel equals nofollow okay so if you see that in the link pointing to your site from that external site then that means you’re not going to get credit for that backlink so you always want to shoot for a do follow link because that means you’re going to get credit for the backlink okay so again do follow links allow searching and crawlers to follow the link and if they can follow it you’re going to get what they call link juice and that’s going to establish some reputation to your domain a nofollow link basically doesn’t allow the search engines to follow that link so it doesn’t pass on the link juice now again search engines like google are smart enough to pick up the association between a website that talks about your website and your website so meaning if you don’t have a link and you don’t have a if you have a nofollow link on that site don’t fret because you know google has come a long way they’re not necessarily focused on links though it does help so for example if you are on a very prominent site and there’s no link then you still may get credit because google does recognize linkless backlinks and that’s what they call a linkless backlink it’s just having a reference on that site but you always want to try and get that follow not the do not follow okay so here you can see an example of off page seo okay like tripadvisor would be a good example a link that redirects from tripadvisor to you know the oprah magazine as an example so the oprah magazine is going to get a back link from tripadvisor to the site so if google crawls tripadvisor then they’re going to be able to see this link and if it’s a follow link they’re going to give the oprah magazine that domain credit from tripadvisor so for seo because there’s a two-pronged approach involved you have on-page and off-page a lot of tools here a lot of tools so let’s take a look at some of these tools we’re gonna look at google keyword planner we’re gonna look at moz ahrefs look at some tools that will help you with both on-page and off-page seo so let’s start with google’s keyword planner so why are we using google’s keyword planner because we want to find keywords okay so we can’t do on-page seo we can’t optimize our title tag and meta description without a good keyword that we want to be found for so what we want to do is we want to go into google ads now that’s a pay-per-click platform okay so if you want to be found via paid search you’re going to use google ads but from an organic search perspective we can use google’s keyword planner so we need a google ads account we have a google ads account then all we need to do is go to tools then we need to go to keyword planner and the keyword planner is a good tool because it allows us to find those coveted keywords so we can discover new keywords and that’s exactly what we’re going to do so for example we’re going to find you know use the keyword mail delivery if we have a business that delivers mails to people what keywords do we want to optimize for so we’re going to be in google ads we’re going to go to tools we’re going to go to keyword planner we’re going to discover new keywords and we’re simply just going to type in a keyword so we’re going to click get results and google’s keyword planner is basically going to give us some information so the keyword we chose was mail delivery and they’re telling us that on average over the last 12 months there’s 22 200 search queries on average over the last 12 months okay so i could see if i click hover over the graph here i’m going to be able to see the average over 12 months okay so here i can see the average over 12 months from july to june 2019 so here what do i want to do i want to look for trends because here i can see the averages go up and down a little bit but 22 200 is the average over 12 months and then google’s keyword planner also tells me how competitive that keyword is so if it’s highly competitive but it’s got a lot of search volume it could be a keyword i may want to cover it but the beauty of the keyword planner is that they also give you other keywords to look at okay so mail delivery service that’s 49 500 okay so here you got some other ones best food delivery service 9 900. again some of these are very competitive but some of them aren’t and so you want to be able to do your due diligence do some analysis and figure out what keywords work best for you that aren’t going to be competitive but at the same time give you some search volume so if you do rank for that keyword you should expect x amount of clicks on that keyword based on the volume so that’s google’s keyword planner alternatively you can use a tool like moz.com so if i log into moz they have a tool called keyword explorer and so here i can just type in that same keyword mail delivery targeting the united states in english and moz is going to give me some information on the keyword so here they’re going to give me a range in terms of the monthly volume and they’re going to give me a difficulty score so they’re going to tell me how difficult this keyword is so out of a score of 100 it’s 53 and they’re going to tell me what my expected click-through rate could be if i’m ranking for that keyword more importantly they’re going to give me some other keyword suggestions just like google’s keyword planner so here i can see prepared mail delivery mail delivery service mail delivery companies so there are a lot of different suggestions of keywords that i can choose from and if we scroll down we could see basically some mansions we could see the analysis who’s ranking for these keywords so we can really get some insight as to who’s ranking how much volume how difficult it is what my estimates could be if i’m ranking et cetera so a lot of information built into moz’s keyword explorer tool so maz’s keyword explorer tool could be a good option for you if you don’t have access to google ads and google’s keyword planner so if you’re working on seo for a website and you curious is about what the off-page seo situation looks like well you can use a tool like ahrefs it’s free tool you can go here if you’re working on a specific domain and you’re focused on off page you could simply type in that domain here and then you can check the backlinks for that domain okay so i’m going to go ahead and type in my my domain and now i’m going to get a sense of what my backlink profile is for my domain so here i can see the number of backlinks the total backlinks and notice 85 of them are do follow links so google is able to recognize those links and then i could see referring domains so i have 124 different domains pointing to my website and so here i can get a snapshot of the top 100 backlinks pointing to my website and so this just gives me a snapshot of what’s going on with my off page seo performance again it’s a free tool it’s good to use because it gives you an idea of what your off-page seo situation looks like okay another tool you could use is pingdom okay you can set up a free trial here it’s good for 14 days and it allows you to you know look at page speed it allows you to monitor the site itself in terms of you know visitors maintenance etc so you can use pingdom as well however it’s only a 14-day free trial but it does give you some good insights into seo now page load time is one of those on-page seo factors and so if you’re doing on-page seo for domain you certainly want to go into google analytics and you want to measure the page load performance of the pages on your website and so here if i go to google analytics and then i go to behavior and i go to site speed and i go to speed suggestions here i can see the pages how many pages i’ve received over a period of time and then the average page load time now if you see the average page load time is slow and in my opinion anything over two to three seconds is going to be slow you need to be able to take action and so the great thing about google analytics the page load time reporting is it actually gives you some suggestions so page speed suggestions so all you need to do is click on the link here in this case this particular link or url on my website it has seven suggestions if i click on that then page speed insights is gonna open up and what’s gonna happen is google analytics slash page speed insights is gonna analyze this page and give me some feedback on how the page is performing not only on desktop but on mobile as well and so here i can see if i analyze this page i can see some of the opportunities to improve the page load time on desktop and again on mobile here so here you can see a lot of the opportunities and a lot of the issues i have that i can address now if you’re going to manage seo for a website then you’re going to need an seo platform so again moz is a good example because we showed you the keyword explorer but they also have many other tools available built right into the platform for example rankings okay you can get crawl information so when the bots crawl aside what kind of errors are coming up here i can get some page optimization so i can choose a keyword and i can choose a page and moz is going to be able to give me feedback to see what more i could do to improve my on-page seo performance okay we mentioned keyword explorer in terms of looking for keywords okay you also have something called link explorer as well so if i go back and choose link explorer from my list here then i’m going to go to a link explorer and i can type in any domain again just like on the h wraps except mods goes a little bit deeper here okay so they’re telling me how many linking domains and what my keywords are ranking okay and then i have some other reports that i can leverage for off-page seo i can look at spam scores for certain websites that are linking to me because you can disavow yourself from us being associated with those sites here you got a link intersect tool so you can compare one domain against another to what links are pointing to that other website so a lot of different reports and tools available to you for off-page seo under moz’s link explorer so moz has a lot of different tools available and again my recommendation if you don’t use moz there’s sem rush there’s bright edge there’s a lot of seo platforms out there to use but if you’re going to focus on seo you are going to need an seo platform now if you have any more questions on seo you feel free to go to simply learn’s youtube account you’ll be able to find a video there for seo tutorial for beginners you know take a look at the video it goes really in depth about everything we just covered about on page and off page seo so take a look at the video and if you have any comments about everything we covered with seo feel free to comment underneath this video here and we’ll be sure to respond accordingly especially if you have any tips and tricks that you do for seo so let’s move from search engine optimization to content marketing and so content marketing is a form of marketing that involves simulating interest in a brand’s products or services by creating and sharing online material so we talk about online material that can come in many forms or assets say some examples are blogs videos infographics case studies white papers ebooks all of this is content generated it’s just in different forms and so you want to be able to take any one of these forms of content and be able to distribute that in some form or fashion okay so for example blog can be part of your website a video could be something you upload to youtube an infographic could be something you actually share on linkedin so all these other assets could be integrated throughout they could be shared or used on your website okay for people to grab and share and use and comment on okay so that’s what content marketing is you need to be able to push out content so that people have a better understanding of your product or service the process of content marketing is you really want to decide what goal you want to achieve with your content marketing campaign you want to define your buyer personas to determine the audience best suited for your content okay so what are you creating who’s it for and then you want to run content on it to determine the best type of content that can be used and when we talk about content audits we’re talking about you know content that’s already been posted are people sharing it are people downloading or people viewing it and so you want to be able to understand over time what people are reacting to so that you can reuse or continue to use that content that seems to resonate with your target audience so you want to choose an appropriate content management system so if it’s a blog you want to use wordpress maybe so you want to start brainstorming for ideas for new content ideas so in my opinion maybe put together a content calendar and jot some ideas on that content calendar then you want to settle on a particular type of content you want to create and then you want to be able to publish and manage your content so some top popular tools used for content marketing you have buffer you have buzzsumo followerwonk hootsuite so let’s go ahead and take a look at an example of a content marketing management system and we’re gonna use wordpress and so if we go into wordpress here on the backend we’re logging a login and so the reason why we use wordpress is because we can post blogs so in wordpress if i go to post here i’m going to be able to see all the different posts that have been posted over a period of time and the great thing about wordpress is you can optimize it for seo so if i go in here and look at this recent blog post that has been posted i can go ahead and edit it and when i edit it okay i’m going to be able to look at this blog post in a visual format and i can also look at it in html form so notice i the great thing about wordpress is i can use imagery i can insert videos i can insert infographics i can attach a white paper case study to it and then again we have something called yoast seo plugin so we’ve installed a plugin here so that’ll help us with optimizing that particular blog post for that particular keyword we’re trying to target and so here you can see our focus keyword is remarketing and retargeting okay so we

have that in the title tag okay we also want to make sure it’s in the meta description and so here we have an internal link we have it in the introduction okay we have it you know spread throughout the content so yoast does a good job of allowing us to make sure we’re integrating that keyword into our blog post but the key to blog posting is we want to again follow the process we want to be able to choose content for our intended audience in this case with a blog post we can ride up to you know 500 to 3 000 keywords and the whole point is we’re trying to introduce our audience to a particular topic that resonates with our product or service and so that’s the great thing about blogging that’s the great thing about wordpress is that you know very easy to use uh you can integrate it with seo you obviously have commenting you have different plugins that you can add in there uh very easy to edit and so a lot you can do here with wordpress and blogging so another example of content marketing is video so with video you have the ability to upload this video to popular video sites like youtube or video and you can optimize that particular video with title tags and and hashtags and descriptions and you could see the interaction here so you can see how many views how many likes shares the ability to share the ability people for saving it and there’s just a lot of interactivity when you have video you can also use video as i mentioned on your blogging platform if it’s wordpress you can also use video and social media platforms like twitter linkedin and facebook so video is a very popular form of content marketing lots of good video tools out there to create a video a high quality video is what you want to put your product and service in the best forefront okay so that people can react they can share they can comment they can follow they can like okay so that’s what you want to do is think about video because video is very versatile and powerful in terms of getting your message out there so let’s move from content marketing to social media marketing and social media marketing really involves creating content if it’s that blog if it’s that video that you created for content marketing and really using different platforms to increase your visibility whether that be traffic whether it be engagement whether it be brand awareness or any other marketing goals that you have that’s what social media is good for because social media will take that content take what you’re trying to get out there and really allow you to hone your marketing goals against that okay so if it’s facebook and you got some videos that you want to post up there okay what’s your goal is your goal to then post the video to get traffic to your website or to build brand awareness or to just get people to react by sharing or liking and so that’s what social media is good for it’s really good for taking content and really distributing it to your target audience okay so uh sharing content allows you to you know generate user generated content or it allows you to create interactive content and again you can use infographics or you can apply content with imagery or post videos or do things that are interactive like polling and contest so a lot of flexibility in terms of the content that you could share on social media and so you want to establish a process for social media marketing so this is the digital marketing course of it so you want to be able to have a process and you want to be able to set up goals that you want to achieve with your social media campaign because just posting content for content sake is really not going to generate anything for you so you want to set up those goals ahead of time then you want to understand what content would be best suited for your target audience so if our goal is to generate brand awareness then maybe an infographic is what we want to do okay maybe that’s the best choice of asset for our target audience based on the platform with social media we also want to research what the competition is and find out what works for them so it’s very easy to do on social so if you already have a competitor on facebook you can always go to your competitors website and you can always see you know what they’re posting and what kind of reaction engagement they’re getting for a particular post so it doesn’t help before you go live to do some due diligence about your competition you can also conduct a social media audit again what we mean by audio just like on the content side we want to be able to see what’s worked and what’s not worked in the past and with digital marketing recall you can get instant metrics back so if you posted something last year and you’re thinking about posting it again you probably want to do an audit to see over the past year what posts have worked and have not worked for you then you want to pick and choose the social media channels or platforms and to find a strategy for each of them because if you have a video then the video may work on say youtube or instagram but may not necessarily work for linkedin and twitter and so you want to be able to pick and choose the asset the strategy and align it with the appropriate platform then you want to take inspiration from case studies and other famous brands so again continue to learn i mean that’s the beauty of social media marketing most big companies medium-sized companies even smaller companies that have performed well are out on social media so take a look at some other companies that inspire you or some other companies in your industry or even again your competitors and see what they’re doing and what they’re posting and what kind of engagement they’re getting so you should always you know be able to seek out what others are doing on social and to me this is important create a social media content calendar and this isn’t necessarily the very end of the process this goes back to the beginning of the process so when you’re establishing goals and you’re establishing what kind of type of content you want to use that should all be part of a social media content calendar and i’m going to show you an example of one here shortly and then again you want to be able to test evaluate and adjust your strategy because again you’re getting metrics and if you post a video on facebook and it’s taking off then meaning in terms of likes and shares you probably want to consider maybe doing another one that complements that so here’s a broad example of a content calendar again it’s in a spreadsheet again by no means there’s one size fits all but just to give you an idea if we’re blogging what we want to do is we want to pick our target audience maybe that be country or particular demographic and you want to come up with some topics ahead of time here and you want to maybe put the status up there of you know it’s just a draft or an idea when it actually does go live you want to turn it on live you want to pick your date add some comments okay create your content and you know what’s good about a content calendar is you can also work in seo so you can assign keywords and then you could add those keywords to moz for ranking uh you can create your title and meta description then you can carry that content forward and choose a particular social media platform to post to so that’s the beauty of a social or excuse me a content calendar is it allows you to think about things up front and then prepare the content accordingly so you can optimize it for organic search and post it on social media for off page seo and for social media marketing and so you just want to get organized ahead of time using a spreadsheet in this case google sheets to lay out the topics ahead of time so you can write the content for your intended audience that to me is the way to go now remember there’s lots of different forms of content that you can use with social media marketing here we have video so you can see this video can be posted on youtube or linkedin or wherever and the whole point is you want to be able to measure engagement here you can see this is just an image it’s just a file and this has been posted on facebook so here we can see many likes and comments and then shares and so you want to be able to leverage different forms and different assets across social media to see actually what works and what doesn’t work and again look at what other companies have done whether they be competitors or not see what type of assets they’re posting and what’s working for them now when it comes to social media marketing there are lots of tools available okay you got buffer hootsuite sprinkler post planner later sprout social i mean the list of social media marketing tools is endless and just like seo you will need a platform to work with so with seo we showed you moz as the seo platform with social we’re going to show you sprout social because with sprout social if you have a content calendar if you have a lot of different assets you want to be able to organize those assets and content across multiple channels and the great thing about using a social media calendar is yes you can publish and organize your post accordingly you also have most social media platform tools have listening so you can listen in on keywords and audiences different brands and industries and conversations that are being had about a specific topic okay and again most social media platforms if not all have reporting and so this is important because you can actually see you know what how your post or different assets are performing in terms of engagement and so to me that’s important if you’re going to focus on social media as a platform as a channel you want to have a social media platform tool that will help you organize your content publish it accordingly listen in and and get that report to help you figure out what’s engaging and what’s not engaging again so that you can you know react to the content that you’re using and sharing so that’s sprout social as an example but you will need a social media platform now the other benefit to social media is in some cases you can actually pay to have your post out there and so for example on facebook we could set up a paid campaign to target our intended audience and so with facebook facebook owns instagram so you have the ability to really put your content out in front of your target audience on facebook and instagram and so what you need to do is go to facebook ads manager and simply just create an account or campaign um you want to be able to create a campaign and by creating a campaign that means you’re going to have to go through a particular process here so if we first we want to do is choose our objective okay so you always want to have an objective for your campaign so is it going to be brand awareness is it going to be to drive you know traffic is it going to be to drive conversions so you want to choose a goal or objective if you’re advertising really on any platform then you want to be able to choose your audience so who are we trying to target so with facebook you know you can target any specific age gender demographic based on interest and behavior so you can choose specific placements and you can assign a budget okay and then on the ad side you have different types of ads that you can use you can do single image or video you can do a carousel okay meaning you can rotate different images as a collage or different videos as a collage and again you can choose exactly where you want your ad to be shown for example desktop or mobile news feed facebook in-stream video you got instagram feed you got even messenger so you have a lot of options available to you on where your ad or video is going to be shown and then you can support that with a headline description and you can send that traffic back to your website you can even test call to action buttons okay so you can pan your ad with a call to action button and so you can do a lot here this is just facebook you can really do a lot of specific targeting now with facebook advertising it’s a cost per click model so anytime somebody does click on that ad you’re going to pay but it allows you to really get your content out there in front of your intended audience if you’re not doing it organically meaning you’re not posting on facebook on a regular basis or maybe you want to supplement those organic posts then doing this is a good way to really get your brand out there if it’s awareness if it’s to drive traffic or to convert facebook is a good option linkedin twitter all these social media platforms offer that up that option up to do paid advertising now if you want more information about social media we have a great video on youtube already how to start social media marketing it really goes into the details about organic social and what i just covered with paid social specifically on facebook so take a look at that video and again if i missed anything on the social media side feel free to comment or add in your best practice whether that be part of the process or a different platform that you use for social media okay let’s switch to our next digital marketing channel and search engine marketing so search engine marketing is an advertising model that is good for driving traffic to your site because you’re paying each time someone clicks on your advertisement now how is that an equal trade well because you can advertise on channels like or search engines like google or bing or adroll which has a a big network that includes google you can actually pay your way to the top of search engine rankings and so if you’re at the top for paid search and somebody searches something like uh shoes or something to that effect your ad can appear at the very top even above local search even above organic search and so the visibility is there it’s a good way for you to then get that traffic that that you you covet for certain keywords and because you’re getting traffic or have the potential to get traffic you’re going to pay each time somebody clicks on these ads so you have multiple choices on the type of asset you want to use including text image video etc so there’s more to it than just google bing ad role i mean you have linkedin you have twitter you have facebook you have lots of different ways to advertise and get your ad in a more prominent position you just have to pay for it and i just showed you that under social media marketing facebook you can create an ad have your ad targeting your audience and in return you’re going to pay facebook works the same way for most of these networks okay so when you actually set up a campaign like anything you do when you set up a campaign you want to determine the goal you want to achieve for the campaign you want to do that up front especially when you’re talking about pain per click if you’re paying per click then you definitely want to make sure you determine what your goals are so you can measure them accordingly then you want to choose in this case a relevant list of keywords you could do it for your brand meaning you could choose your own brand keywords you could choose keywords related to what your brand is trying to offer whether that be a service or product and once you choose a relevant list of keywords you can finalize those keywords and then bid on them so once you start bidding on them then what you’re going to do is align those keywords with a headline so it’s all done within the framework of any platform you’re advertising on really the key here that i want to really emphasize is when you establish a campaign or set up a campaign you need to establish what the goal is because when you actually choose your keywords and write your ads and launch the campaign and start paying google or bing or whomever it is you’re advertising with you want to be able to measure those goals so that’s really the important part here because regardless of where you advertise you’re going to be able to monitor campaign results and so with google you can even import conversions into the campaign so for example if i go to google ads for example if i go to tools okay you can see i’m running campaigns what am i trying to accomplish with these campaigns well in this case i’m trying to get donations people click on donations so i can go to tools click conversions and then i can see what conversions are added to my account and that way i can measure my campaigns against these conversions okay if i don’t see a conversion error i can certainly create one or import it from in this case google analytics so that’s the important thing you want to be able to measure your campaigns with your conversions and then just as important you want to be able to optimize your campaign because if it’s not performing if you’re running a campaign you’re running up costs and you’re not getting conversions you’re probably not going to be continuing to run those campaigns so you want to optimize your campaign and retarget potential customers so retargeting is always a good option retargeting is targeting someone who that went to your website and basically acted in a certain way meaning they went to a certain page or abandoned the card or actually purchased or downloaded something okay you define what action you want that audience to take in order to retarget to them okay so the whole point is you can configure your retargeting campaign based on certain behavior on your website and the whole point there retargeting is you’re pulling people back to your website so in addition to optimizing you know search campaigns you can one of the benefits of search engine marketing is you can run retargeting campaigns so here’s an example of an ad okay so here you could see it’s a good ad in the sense that it’s using everything available to it so for example here i could see three headlines so google in this example allows you to add in three headlines so here you can see simply learn official site get certified get ahead then you can see simplylearn.com so they’re taking advantage of three headlines and then here you can see two description lines and so each description line you can have up to 90 characters and so you want to be able to take advantage of what google gives you the more information you can add the better well here you can see some other types of ads here you can see a banner ad for slack okay here you can see betterment.com running an ad okay so this looks like an ad that is on youtube so because you can see after a few seconds you can skip the ad okay so here’s a video ad here’s an image ad here’s a text ad so depending on what platform you advertise on you have an option on what type of asset you want to use you know the one thing i like about facebook is they offer up a multitude of options in terms of assets so you can run a single image ad you can run a carousel meaning you get a multiple images you can run a video you can run a combination video image you can obviously run text okay with a thumbnail so you have a lot of options in terms of the type of ad you can run so before we move into our next channel let me just show you an example of you know how an ad actually looks on a particular website so here you can see i’m on buzzfeednews.com okay here you can see uh volkswagen golf is running an advertisement in spanish on this particular site so they’re either using google or some other platform and having that platform if it’s google post their ad on this particular site so here you can see it’s a banner ad and if we’re in google ads and you’re setting up a text ad let me just run through you with the text that it looks like remember you want to always take advantage of what’s offered to you because especially text ads you have very few characters and with very few characters it’s hard to get your message across so with google you have your final url which is where people are going to go to after they click on your ad but you have one not one not two but three headlines that you can take advantage of so we’re talking about help and child hunger help today you know you can always add in visit our website for more info i mean you want to take advantage of what’s available to you now again here you can see in this example i’m only allotted 30 characters and so if you go over then your ads not going to get approved so you really have to be cognizant of the character counts and getting your point across because writing text ads is not the easiest thing to do when you’re limited to characters now with google you have what they call display path so after the domain you can add in a couple of keywords in there and then you have description line one and description line two so again take advantage of what’s available if you’re not sure what copy to write grab some from the website and paste it in there you want your ads to be healthy and to have as much information as possible and then the one thing i will say about google ads is they also have extensions so extensions are exactly that they’re extensions to your text ad so here you can see i have four extensions these are actually site links so google ads offers up something called ad extensions so it could be call outs site links could be location extensions app extensions they have a number of different extensions that they can append to your ad so take advantage of that as well remember the whole point of ads is to make a compelling case for your product or service so that somebody can click on the ad and go to your website and then perform the action you want them to perform now if you have any more questions about google ads feel free to check out our in-depth video about google ads it covers everything a to z on google ads you know we also have videos on our simply learn youtube playlist for facebook uh twitter social media marketing so if you’re curious to know a little bit more about search engine marketing you know check out any one of these videos that we have listed on our youtube channel okay so let’s move over to affiliate marketing now and so with affiliate marketing really it’s interesting and unique and that affiliate marketing involves paying out commissions and who are you paying commissions to while you’re paying commissions to website owners or publishers or people who have websites with lots of content or people who have websites that attract a lot of users and so the whole point is you want to be able to find those websites to advertise your product or service okay these people who are selling your product or service on your behalf are going to get commissioned or incentivized based on whatever action you put out there so it could be registrations just getting your affiliates to help you with getting people registered or signing up for your email or you know for a lot of you conversions you’re trying to sell a product so you want help in selling that product or it could be subscriptions okay signing up to something okay so you determine what it is you want to incentivize your affiliates for you also determine how much you’re going to incentivize them and that’s the great thing about affiliate marketing it’s it’s no different than having a sales team um to support you what are the steps for affiliate marketing well you need to find a platform there are lots of different affiliate platforms out there you know commission junction or cj.com comes to mind because these platforms are going to help you find these affiliates or partners okay so they’re the broker and all this and so once you set up your platform you’re going to establish rules guidelines post images and banners and assets for those affiliates to use on their websites and more importantly again you’re going to establish the commission so the commission doesn’t have to be the same for all affiliates it could simply be you know your top affiliates get a higher commission as opposed to just some other affiliates who get a starting commission you establish everything on the platform the affiliate platform that you choose now affiliates apply to advertise on your behalf so they’re gonna say hey i’m interested in selling your product or service so you’re going to use that platform if it’s commission junction to approve or disapprove the re affiliates request to advertise on your behalf and really what you want to try and do is leverage the platform as best as you can a lot of these affiliates are out to make money and some of them are really good you need to be able to choose the affiliate that is going to represent your brand product or service the best so it’s simple customer clicks on an ad or link okay on that affiliate website and they go to your website and they perform an action so that could be a purchase a registration a subscription a download an email sign up you determine that and the great thing is these affiliate networks the cj’s commission junctions of the world will record everything they’re tracking not only traffic from the affiliate website to your website but they’re also tracking the conversions the transaction is validated and credited to the affiliate by the broker and then the affiliate has paid his or her commission so that’s how it works so the more the affiliate sells or converts on your behalf the more they’re going to make and that’s the beauty of the affiliate network so here’s an example of affiliate marketing okay here you can see uh an advertisement here okay so you can see profit from our experience earn up to 12 advertising fees with a trusted e-commerce list leader so somebody clicks on that link joins and then this person is going to get a commission based on somebody joining for free again i mentioned commission junction there are also some other affiliate marketing tools out there uh amazon associates a win trade doubler max bounty i mean there’s there’s there’s a lot out there cj.com is the one i’ve used in the past but you know give some of these other platforms a chance okay it doesn’t hurt to even be on multiple platforms you have nothing to lose okay when you’re on a platform basically the platform again is acting as the middle person they’re introducing you to affiliates and so every time you actually pay an affiliate a commission they’re going to get their cut of it so they’re going to get a small percentage as well so just keep that in mind but you know give it a try try one or two of these affiliates if you find you’re getting quality affiliates that are selling your product or service great if you don’t then you know feel free to change you know affiliate networks it’s that simple but the key here is find the affiliates you think are going to best represent your brand product or service because those affiliates are likely going to be the ones to convert for you and if your small business starting out and you need some help affiliate marketing is the way to go okay let’s move over to native advertising okay so native advertising so negative advertisements means that your ad is showing up next to content that basically naturally fits so these are advertisers that are featured on a platform alongside the content okay that isn’t paid for okay so for example here you can see a paid post okay this is by spotify okay this paid post okay was on buzzfeed this particular post was probably on a news article related to music because they’re talking about your bands that probably won’t exist without led zeppelin okay so for spotify you’re using native advertising allows them to put their ad next to content related to their ad here you can see another buzzfeed article okay 11 great amazon deals that will be music to your ears if you’re an audiophile here you can see an advertisement next to the article so you can see the ad about led zeppelin and here you can see the actual article is about music so the whole point about native advertising is making sure there’s a connection between the ad and the article so spotify is advertising okay their product and service on an article on buzzfeed which happens to be about music so a good example we used buzzfeed just a second ago so if we go to buzzfeed here you can see i’m on tv and movies and here you can see got an ad here if we scroll down uh keep scrolling down we can see another ad here for hbo and so this ad makes sense because it’s placed on tvs and movies so people who go and read the content are going to see an ad related to that content so that’s generally what native advertising is you need to be able to be able to place the ad on the right pages okay so you’re going to need it and network for that so we talked about paid search advertising we talked about google ads so google ads has the ability to place your ad natively on particular pages that are relevant to that ad so that’s really what native advertising is all about making sure that your ad is placed next to content that’s naturally relevant so if you need more information about affiliate marketing feel free to visit simplylearn’s youtube channel we have a nice uh in-depth video about affiliate marketing to get more information about the platforms how it works and all the tips and best practices about how to run a successful affiliate marketing campaign so let’s turn our attention to email marketing now so email marketing very traditional form of digital marketing it’s been around the longest it’s kind of the grandfather of all digital marketing channels so email marketing really is used to personalize emails in order to convert that recipient or that perspective user into a customer and so like all the other digital marketing channels we want to follow some type of flow or process or methodology and the first step in email marketing is you have to identify your target audience okay when you identify your target audience you’re going to create a segment okay so in other words you don’t want to send one email to everyone because not everyone is going to be interested in that email so in order to get somebody interested you need to be able to send an email tailored to that audience okay so that audience can respond and react accordingly so once you target that audience and create segments email segments you’re going to create the campaign and set up an appropriate call to action one note here is when you create the campaign and set up that appropriate call to action that call to action is going to be aligned with your goal so what is the goal of the email campaign is it simply to get people to click on something and purchase or is it simply to get people to click on something and sign up or watch something or submit some information or download or whatever the case you need to establish that up front just like you would with a search engine marketing campaign or any other type of campaign you want to run so there are lots of tools out there just like with affiliate marketing you want to choose an appropriate email marketing tool there are plenty to be had each work in a very similar nature some offer different pricing models meaning you know you can send an email to x recipients for flat fee or you pay a small amount per email address each one is slightly different in terms of how they price but in terms of the features they all work in a very similar fashion and we’re going to show you an example of one here shortly so when you choose that email marketing tool you’re going to test your emails before you send them out and then when you test your emails you’re going to use that email marketing tool to actually send the campaign after it’s been tested okay so you want to send the campaign you can immediately send them out or you can schedule them now a best practice with an email is when you actually send one out you’re sending an email out to your target audience you want to create probably two emails per segment audience why because you want to add an attractive subject line and copy to the email but if you send two emails to the same target audience then you want to test the subject lines you want to be able to see what subject lines going to entice somebody to open the email okay that’s the beauty of email marketing is you can do that okay so you can set up your a design based on your target audience but it’s always the subject line that people see first so you want to write an attractive subject line and copy that’s going to entice somebody to open the email so why not send two emails to each target audience that way you can see what email subject line works best so that’s the whole idea about performing a b test to test out different ideas it doesn’t necessarily have to be a subject line it can be the same subject line two emails but the difference being the body of the email it’s totally up to you but the idea here is to always split out your emails per target audience and just like any other channel whether it be affiliate or search engine marketing organic search you want to analyze performance and in the case of emails it’s always about open rates how many people are opening then how many people are clicking and then how many people are actually responding are they converting or downloading or whatever it is you want them to do you need to be able to monitor the behavior because for example if your open rates don’t work or they’re low then you know something’s wrong with your subject line so you want to be able to make an adjustment so here’s an example of an email from airbnb it’s a simple email okay they’re just simply trying to get somebody to click on that call to action to take the survey okay that’s really all it’s about here with this particular email so who’s their target audience well their target audience could be somebody who’s already stayed at a airbnb property or it could be somebody who used the app probably airbnb has already targeted this audience and they’re sending this survey to a particular audience so that they can get the best results okay so that’s a good example of a targeted email with a good call to action that’s getting somebody to take the survey so they’re probably measuring how many people opened it how many people clicked on the cta the call to action and then how many people actually filled out the survey so you need to follow each step and track each step accordingly okay so again some popular tools used in email marketing let’s take a look at mailchimp here uh but i will mention like marcato is a good marketing automation tool now owned by adobe marketo allows you to send those drip campaigns so if somebody doesn’t purchase right away you can send up follow-up emails like say one day out or seven days out or 14 days out so hubspot works in a very similar fashion you want to be able to methodically plan out your emails that’s the point i’m trying to make here so let’s take a look at mailchimp so if we go over into mailchimp a very easy interface okay here if we go under audience we can actually see who our audience is and we can break out our audience into different groups you can have a simple test list you can have people who purchase people who subscribe to something okay so you can break out your audience into different groups okay when it comes to campaigns you can see campaigns that are already been built or you can create your own campaign okay so in the case of mailchimp we can actually see what campaigns have been dropped or sent out already and then we can see the opens the clicks and then the conversions so mailchimp has some nice reporting so you want to be able to measure the reports or how well the campaign performed so here we could see specifically how many people open clicked how many people bounced or email addresses bounced and how many people unsubscribed from the list and here we can see you know the top links that have been clicked okay the subscribers with the most opens did anybody perform any social media activity okay what locations open the email okay so you can actually see a lot of good information here right in mailchimp and you want to be able to react to the emails you send out so if an email is not performing okay you want to learn from that so you don’t make the same mistake again great thing i like about mailchimp too they have a lot of nice templates to use so if you’re trying to create a template here you got some templates that you can leverage so that’s mailchimp kind of in a nutshell mailchimp you could pay upfront buy credits and with those credits you could send out emails to a number of people okay so that’s how mailchimp works they do have a free trial so you can set up an account using the free trial now if you need any more information about mailchimp for email marketing in general take a look at the email marketing webinar we have set up on our simply learn youtube account now let’s finish up with online pr press releases so we talked about seo and social and search and affiliate and email marketing and content native advertising let’s talk about online pr here because with online pr it really does involve working with digital publications or blogs or other content related websites for example content related websites could be newspaper digital newspaper sites like the new york times okay the whole point of online pr is you want to try and get some publicity on those on those websites publicity means awareness for the brand it means traffic to the website and eventually some loyalty future customers and conversions channels that can be used to maximize your online pr efforts for example you can connect with reporters on social media to develop a relationship so you can just follow some reporters see if they’re covering specific industries or verticals and if they are similar to what you’re offering then it’s probably a good idea to reach out to them you can use engaging user reviews to help humanize your brand or you can respond to comments that help generate productive conversations so those are all certain things you can do to generate awareness and buzz for your brand so really the one thing i want to point out about online pr is basically you can also hire a pr firm and they can do some of the heavy lifting for you or like i said you can reach out to different reporters or different influencers even to help push your product or brand now if you’re trying to go at it alone on the online pr what you could do if you don’t reach out to reporters or influencers or you’re active in trying to build your brand through a conversation you can always use a third party service like pr.com so pr.com allows you to you know basically create your own profile you know submit content to your own profile or even submit press releases if you submit press releases then other news agencies are going to pick up on those press releases so it’s a good way to get your press releases out there likes of yahoo and google might pick up those press releases and give you some you know much needed visibility you can also use other tools like you know pr newswire for example so it works in a very similar way again it’s a press release distribution network so you can go ahead and sign up for an account get that press release out there and they do the distribution for you or you can also use aggregation sites so there are lots of different aggregate sites out there and so what aggregate websites do is they help disseminate and distribute your content so here you can see some of the new aggregator websites of 2019 you got feedly panda tech mimi metacritic e science news the morning news so you have a lot of options available to get your content out there okay so what these sites do is basically pick up articles that fit their website fit their theme fit their target audience so you do have options in the form of third-party tools as well okay so if you don’t hire a pr firm which could be expensive you can certainly go at it alone by signing up for any one of these particular products or services today we’re going to talk about digital marketing tools so fasten your seat belts and let’s get started so what we’re going to do is we’re going to take a look at some of the best digital marketing tools for not only 2019 but ones that have performed well in the past that are popular and ones that we foresee as being the go-to tools for the future so past present and future digital marketing tools is the way to look at this uh with a good focus on a lot of different marketing channels here so we’re going to focus first on seo talk about some of the tools related to on page and off page we’re going to switch over to paid search talk a little bit about paid search tools we’re going to talk about email marketing and some of the email marketing platforms and the tools within those platforms the center of it all is web analytics so google analytics is the tool we’ll be taking a closer look at in today’s webinar and all that it has to offer okay affiliate marketing we’ll talk about some of the tools available to you and for affiliate marketing we’d be remiss we didn’t talk about social media and all that it has to offer and all the metrics and tools available all the platforms available so we’ll hone in on a couple of examples there and then we’ll also talk about some competition tools available for you so there’s a whole suite of tools the one caveat being hey if you have your favorite tool continue using it in fact if there’s a tool that we didn’t mention in today’s webinar feel free to mention it in the comment box below this video we’d love to hear what you’re using to manage your particular digital marketing channel okay and so the goal for today’s webinar is hey we hope you get something out of this in terms of using new tools there’s some tools that i use some tools that my colleagues use everybody uses different tools so it’ll be good to kind of see what else is out there so if you have something to share share it by all means what we’re trying to do is share what we think are you know best practices and some of the most popular or most used tools out there in the industry so that’s what we’re going to do the goal is to get you to better understand some of the tools we’re using a little bit more detail and what we’re going to do is start out with search engine optimization okay so search engine optimization or organic search we have a mixture of paid and free so there’s a lot of different platforms but if you’re focusing on seo you certainly need to use an seo platform so there’s sem rush okay you also have google search console which is free so if you don’t have a seo platform you definitely need to be using google search console and so we’ll take a closer look at that there’s google keyword planner which is actually situated under google ads and so if you’re running google campaigns on google search network or even the display network you have access to a great tool called keyword planner and if you know anything about seo you’ll know that using google’s keyword planner is a good tool so we’ll take a look at that moz is a freemium tool meaning they have a free trial that you can sign up for to test drive it but it’s another seo platform and it does cost money got a great tool in screaming frog that’s a paid version again not too expensive we’ll talk a little bit more about that and then we have you know a tool in ahrefs that help us with all aspects of seo primarily focusing on off page so these are just some examples that we’re going to hone in on but this is just a small subset of what really is available out there in the market so let’s go ahead and dive a little bit deeper and understand why we use some of these tools well the first reason when we talk about seo is to find relevant keywords not only do we want to find relevant keywords we want to find relevant keywords with high volume and low competition okay we wouldn’t want to find non-relevant keywords with high competition low volume that wouldn’t make sense so we need a tool to kind of help us put it all together and so the tool of choice for us is google’s keyword planner and google’s keyword planner helps us hone in on keywords we may be interested in optimizing for because not only one are they relevant but two they’re going to have high volume and low competition so let’s take a look at an example in google’s keyword planner so here i am i’m in google’s keyword planner and as i mentioned before google’s keyword planner is situated under google ads okay so you have to have a google ads account to use google’s keyword planner and so when you’re in google ads you simply go to tools and then under tools you’re going to select keyword planner so what we want to do is look for keywords we’re focusing on organic search not necessarily paid search so organic search we want to hone in on some keywords so let’s just use one of the examples that google has given us here meal delivery so we’re going to just type in mail delivery and get some results so notice i can enter a domain as a filter and so in other words hey i could say look hone in on keywords related to this website if i wanted to but i’m asking google hey just give me something closely related to mail delivery because that’s my business so i’m going to click click get results notice i can add another key to it if i wanted to but i’m just going to stick with one keyword but there are certainly other keywords that i can certainly hone in on if mail delivery is my business and so let’s just hone in on that one keyword mail delivery we want to be found organically for that keyword so what google keyword planner does is not only give us the keyword and other keywords relevant to that but it gives us the average monthly search volumes and this is an average over the course of the last 12 months and notice here i get a column for competition so i’m able to see whether that’s a very competitive keyword or not and then just to give you an extra edge when you’re choosing keywords you can get a sense of what the keyword may cost if you wanted to bid on that for paid search so for mail delivery i can see it’s anywhere between 7.46 and at the top of the page high range 16.61 so that should alert me to the fact that hey if i’m gonna try and optimize for this keyword i know it’s competitive because not only google is telling me it’s competitive by telling me high competition but i know that the cost per click seems a little bit high and what is a little bit high well you know i can see some other keywords here that you know a dollar to three dollars okay i could see some other ones that are even lower than the seven dollars they’re suggesting so that’s a indication that the keyword is highly competitive so the idea here using google’s keyword planner is one we want to get an idea of what other keywords are out there that are relevant so it helps stimulate some ideas for relevancy two we can get an average monthly search volume so we want to know on average over the past 12 months how many search queries i can expect from this keyword and then three i can get a sense of the competition how competitive is this keyword so if i try to optimize for this keyword and i want to rank for it organically is it competitive if it’s competitive then it’s probably going to take me a bit longer to be found for this keyword on page one of google so that’s the whole idea behind google’s keyword planner and note that you could change some of the settings here so if you want to choose a different language okay you can hone in on a longer shorter period of time you can even choose a specific location so i chose texas i can certainly choose the entire united states to get a sense of what the volume would be for the total us so you have settings that you can change and manipulate to get you the data you need to choose keywords so that’s the whole idea behind google’s keyword planner to find relevant keywords high volume low competition now alternatively i can certainly use another tool to find keywords so i have a moz account so i logged into moz and moz has a tool called keyword explorer so if i use that same keyword i used in google’s keyword planner mail delivery i’m going to ask moz to give me some data on that keyword so this is for the entire united states and again i can change that if i wanted to okay so i can hone in on a specific country or different country so what moz is telling me hey for this keyword in the entire united states i’m looking at anywhere from eleven and a half thousand to thirty thousand on monthly volume now what moz does is they give you a difficulty score so a difficulty score is a score between one and one hundred and so i could see this is pretty much right down the middle in terms of difficulty okay so if it’s zero it’s an easy keyword if it’s if it’s a hundred it’s very difficult and then that means you have a lot of competitors who are optimizing for this keyword that are ranking for this keyword and so moz gives us the volume they give us the competition and they just like google’s keyword planner gives us some other keywords that we can potentially hone in on so here i could see keyword delivery plans delivery services etc so i can see a lot more suggestions than what’s listed here so moz delivers a bunch of other analysis related to the keyword you know they also give you some good keyword suggestions so moz is a good alternative tool and we’ll be coming back to moz related to seo for some other of its features but for now if you don’t want to necessarily use google’s keyword planner because maybe you’re not running google ads you can always use mazda remember moz has basically a freemium version meaning you can sign up for a free account and you can sign up for a free account as a test trial and you can test it for a period of days and leverage its tools during that free trial to get a better sense of how these tools work so we want to be able to use mods we want to be able to use google’s keyword planner not only to search for all those relevant keywords available to you but we want to be able to choose keywords with high volume and low difficulty low competition we also want to select primary and second keywords wisely so remember when you optimize you’re optimizing a page for more than one keyword so you want to be able to have a nice portfolio of diverse relevant keywords with high search volume and low difficulty and then you want to be able to identify those keywords that your competitors are ranking for so moz gives you that information and so we want to be able to leverage the tools available to us to choose the right keywords so if you need any more information on this we got a nice webinar on keyword research for seo so take a look at that video on youtube and to get more specific details about using seo tools for keyword research and all about keyword research in general for seo so let’s talk about some other reasons under seo what we would use some of these tools available to us well we want to be able to understand the search engines and how they crawl and index our site okay we also want to check the correct format of the site map and we want to monitor backlinks okay we also want to analyze linking to our web page okay which ones are good which ones are not good okay we also want to perform some competitor analysis so these are some of the reasons why other than keyword research why would we use some of these seo tools so we have tools available to us some majestic hrefs again moz let’s take a look at google search console and i want to hone in on google search console because it is free and it’s a must if you’re going to work on seo you need to be working in google search console and so the whole key behind google search console is you have a website and you need to get that site verified once it’s verified when school can recognize that you are associated with this website then you’re going to be able to see some important information so here i’m looking at a website and what am i looking at i’m looking at something called coverage under index so what does coverage mean well going back to what we just said we want to be able to understand how google’s crawling and indexing our pages and so what google does is through this platform search console is they’re letting us know once they go to our website and start crawling it and they pull these pages back to their server they’re letting us know if we actually have any issues so here i could see i have some issues with 112 pages and some of those issues are listed down here so there could be a crawl issue a 4 4 you know redirect okay so you could see there’s some five unique issues across 112 pages so here i can see submitted url marked no index there’s a hundred of those pages we have some redirect errors there’s seven pages that you know fall victim to this error and so we can really hone in on what the error is and address the error okay so if google’s telling us hey this is an issue and you want that page indexed by google then we should probably address the error and so that’s the great thing here about going into google search console is you can under index go to coverage and get a sense of what google is indexing and what they’re not indexing okay so these are the errors i could see they’ve certainly were able to crawl and index 9115 pages they were able to crawl okay and they excluded 54 000 plus pages and then we also have some pages with some warnings so this is kind of an overview of what google sees when they crawl our site so when they say crawl they’re coming to our site they’re following links on the site and every link they follow they’re either going to index that page or they’re going to report to you an error an issue that they found if we want these pages indexed we need to address the issues the errors and so that’s the beauty of this report here is google is telling us firsthand what the issues are so we also want to take a look at the sitemap so you have an opportunity to submit a sitemap and a sitemap is just a formatted file that includes all your website urls and so you’re going to have this file sitting in your root directory and you’re probably going to call it or should call it sitemap.xml xml being the format so once you have this file you’re just going to let google know that that file exists so you’re going to enter in the sitemap url so if it’s in the root directory all you’re going to do is type in sitemap.xml and click submit so once you’ve done it just like this site is done what google’s going to do is say hey look we see you’ve submitted this and we last read it a couple days ago and we could see that we discovered 1419 urls so i can go back under coverage and i can see some of the issues that they found but if i go back under site maps i can see that these are the urls they discovered via the sitemap and so the whole point of a sitemap is we want to be able to get and push the urls to google not have google come to our site and discover them so this is a quicker faster more efficient way to communicate with google all the urls that you have on your site that you want google to index and so that’s the beauty of search console now while we’re in search console we might as well take a look at some of the other features it has and so one of the most important features under search console is this mobile usability report so google is a staunch believer in mobile first so nowadays most people start and finish a lot of their searches a lot of their behavior on mobile so they begin it on mobile and they may end it on mobile so if they don’t end it on mobile then you know perhaps they’ll go into a store or perhaps they’ll go via desktop but google is a staunch believer and definitely a lot of what’s going on today starts with mobile so they want you to understand how your site fares via mobile and when i say fares via mobile is it mobile friendly is it responsive is it loading quick enough you know is it formatted to google standards and so if there are any issues google’s going to let you know what those issues are so here i could see google’s recognized 206 pages before different issues okay so here i can see what those issues are just like the coverage issues we can see specifically what they are and so here i can see for 206 pages text too small to read click elements too close together the viewport not set to device width and then content wider than the screen so there’s 10 pages that fit under this error and if i actually click on it the error i can see what those 10 pages are and so when we’re done we can actually when we address the issues we can actually have google validate whether the fix has been made so you can definitely use this as a means of communicating directly with google telling google look i see what the issues are i’m going to fix them and then i want you to validate them okay so this is important because if you can communicate with google and let them know hey we do recognize the errors we are fixing the errors please validate them you know it’s going to draw google’s attention google’s going to validate them and get these pages indexed quicker so if you ignore the issues and the errors especially for mobile then you stand the chance of your pages not getting indexed so the mobile usability report to me is an important report because we want to better understand whether google’s picking up issues on mobile and if they are we want to address them get google valid them so google can index them quicker now there’s another report that is of interest to you or may be of interest to you in google search console and that’s the links report so the links report in google search console shows us what pages have the most links okay so here we can see the home page has 26 000 plus links if we hone in on interior pages we can see the links to those pages okay so we can get a sense of what are the top link pages from external links meaning links on other websites pointing to these pages i can also see internal links so google is recognizing links from within my website from one page to another so external links internal links both factors for seo when ranking so then i can see top linking sites what sites are linking to my site and then i can see top linking text so google search console has given me kind of an overview of what my leaking structure looks like okay so externally i want links from other websites pointing to various pages on my site and i certainly want my pages linking to one another on my site and so i’d be able to better understand what that structure looks like using google search consoles links report okay there’s one more report that i think’s of interest in google search console and that’s the performance report so the performance report is a report that actually you can link up with google analytics so you can see the same report and analytics if you’re able to link up google search console with analytics and you should be able to do that all you need to do is make sure you use the same email address that you use for analytics and search console so it needs to be the same email address you could certainly link up the two and have this data imported into google analytics so what is this data that we’re talking about well it’s called performance so what we can actually see is the queries the actual queries people are typing in to google so when they’re typing them into google we can actually see how many impressions the keyword queries received and how many clicks the keyword queries received and then i can see click-through rate and average position okay so here i can see for this particular keyword on the first line i could see over the course of the last three months it received 209 297 impressions so what does that mean that means this keyword was used at le or typed in as a query at least that many times and that’s how many times my listing appeared in the google search results pages based on this particular query and so as a result of somebody typing in this query 209 000 plus times this site received 120 000 plus clicks so to get a sense of the click-through rate all you would need to do and google can obviously do this for you is you would simply just divide the 209 000 297 into the 120 000 397 okay so that’s really going to give you that’s going to give you a click-through rate and the click-through rate in this case is 57 so over half of the clicks occur when this listing appears for this keyword okay so we can get a sense of the click-through rate for each one okay and you could simply just use the filtering here now we can also see average position okay so we could see a little bit more than that too we can go from queries to pages we can go from pages to countries so we get a sense of how many impressions and clicks i’m receiving by country and importantly we can see by device so here i can see a majority of the people who conduct a search related to my website primarily do it on desktop now i mentioned the beauty of the google search console performance report is that you can link it up to google analytics and when you do that all you need to do then is go to acquisition google search console and then from there you can choose landing pages countries devices or queries so i can see the same data that i see in search console but this time i’m looking at it in google analytics and so here i can see what my search queries are my clicks my impressions my click-to-rate bike search query and then the average position so that’s the great thing about that performance report is that when i link up google search console with analytics i’m able to see that data in analytics so that’s an added bonus so to speak now let’s talk about some other reasons why we’re going to use these seo tools available to us and so we already listed a number of different reasons ranging from sitemaps to keyword research but we also want to hone in on you know what domains are driving links to our site so i showed you an example in search console we also want to hey maybe identify and disavow poor backlinks so search console is a great tool for that because if we don’t want to be associated with a particular website we can certainly disavow that link we could track a number of follow and no follow links okay we could track our website’s rankings we can measure click-through rates and impressions just as we did with search console we could track keyword ranking for desktop mobile cross locations just as we just did with the search console performance report we can identify top performing gaining and losing keywords again the performance report so we could certainly look at the google search console report but if you have a platform like moz you can certainly also look at a lot of that data available so for example rankings so if you have a moz account

we can certainly go into rankings okay and we can see for the keywords that we’ve chosen that we want to optimize for we could certainly see where they rank the great thing about moz is it’s a great tool not only for rankings and on page optimization but for off page optimization as well so if i go ahead and take a look at a domain for example i’m just going to type in this domain i’m going to be able to get what they call a domain authority so a score out of 1 in 100 i’m able to see how authoritative my domain is and how authoritative a domain is is based on the quality of links pointing to it so moz gives me some good insights as to how many linking domains how many inbound links i have ranking keywords and it goes into detail as well so here if i click on the linking domains i’m going to be actually able to see the actual domains pointing to my site as an external link and not only can i see the domains i can actually see the domain authority of those domains so if there’s a domain for example that doesn’t have a good domain authority and the site appears a bit scammy per se then we can disavow that so i can certainly look at all the domains that are linking to me and then i can highlight the ones that have poor domain authority what mazd even takes it a step further they also give me a spam score so moz is able to measure how spammy a website is so if i have a combination of say a low domain authority and a high spam score then i probably want to disavow myself from that site and so i can use this report here you can see here as i keep going down for example i could see this particular website has a domain authority of 26 and it has a spam score of 16 so not a good combination this should alert me to the fact that hey this particular site because it has so many links pointing to me or it has at least one link pointing to me that i probably want to disavow myself because it’s probably hurting my own domain authority so that’s the great thing about this linking domains report is i’m able to hone in on not only who’s link linking to me meaning domain but how many linking domains does that domain have what’s the spam score of that domain what’s the domain authority of that domain and then i could get into a little bit more detail and actually see you know all the links pointing to that domain so it really goes into detail about backlinks domain authority spam etc everything you need to use in order to measure off page seo so that’s the great thing about moz is they have not only on-page seo tools but off-page seo tools and moz is a freemium so to speak so here you can see if you just go to moz.com free dash seo tools you’ll be able to use some of these tools available to you not just for seo but also for local seo as well so here you like some of these tools you can start your free 30-day trial so i use and lean on moz a lot for all that it has to offer from choosing keywords to rankings report to checking issues on my website to even checking who’s linking to me so this fits in the mold with everything i need to do for seo so in addition to that keyword research video you could certainly lean on some other webinars that we’ve done in the past on seo so we’ve done a webinar on seo tools and we’ve also done a webinar on seo tips and tricks so if you want any more information about the tools we covered or seo in general take a look at those two videos and check them out and that should kind of complement what we talked about with using some of the tools google’s keyword planner uh moz and google search console okay let’s switch over to email marketing tools and so with email marketing tools we have a lot available to us in the form of reporting in the form of platforms in the form of you know tools that really help us go from a to z on our email choosing you know what email to send out to creating a list to measuring how the email campaign went and so we could start with mailchimp because mailchimp’s a freemium version when we say freemium meaning they have a free trial available then you’re expected to upgrade but you know mailchimp to me is a tool i use i like the interface very easy for beginners so we’re going to take a look at mailchimp but there are certainly many others available you know marcato is a good tool you know marketo is a good tool because if you have a business and you’re trying to funnel people through your pipeline so to speak meaning they sign up as a lead and you want to nurture that lead from the beginning to the end meaning at the end they’re actually going to turn around and purchase well marketo is a good tool for you to use because you can then set up trip campaigns or also known as email campaigns you know so that you’re talking and communicating with that particular prospect through every point in the funnel so that’s the great thing about marketo it has drip campaigns available along with some other features there’s hubspot a very powerful tool it does a lot from creating landing pages to a b testing to social to you know email so this is another freemium tool that you could use you have another freemium and send in blue email platform and then you also have convertkit another email platform there’s more dimension that we can’t even fit on this screen now if you have a favorite email marketing tool that you use constant contact vertical response there are plenty out there emma you know feel free to to note that in the comment section below this video i’m curious as to how many people actually use you know different tools because there are so literally so many email marketing tools out there why because email marketing has been around probably the longest amongst all the other digital marketing channels and a lot of people use email on a daily basis so it’s no wonder why there’s just so many tools available and so with these tools you can certainly send bulk emails now in the case of marketo you could send emails to a segmented audience and so that’s actually what you want to do as a strategy is always send emails to a segmented audience you know you want to use a tool where you’re going to be able to create campaigns then send those campaigns to again segmented contacts and then be able to design your email around that particular audience so you know you have a good tool when you can do that when you can really segment for your audience okay you want to be able to use a tool that’s going to be able to segment your users you know use transactional emails meaning hey look if somebody go ahead went ahead and purchased can you follow up with an email and creating workflows just like i mentioned with marketo you want a workflow set up where hey if somebody does this you’re sending email b etc so you want an email marketing tool that’s flexible enough to handle what your business strategy and goals are okay so you want to be able to also use a tool that you know has various email templates available okay you don’t want to be stuck with just a vanilla template again you want to be able to customize an email for your audience you want to be able to manage your list appropriately meaning if you have 10 000 users or emails in a list you want to be able to manage them accordingly you know break them up or or have sub lists so to speak and then most importantly you want to make sure you have a platform that not only does its tracking on its own but will give you some detailed insights meaning you know what percentage of users opened your email what percentage of recipients clicked on your email what links do they click on you know which which emails bounce so you want some detailed insights right in the platform that you’re using it just makes it more simpler and easier and more effective to manage you certainly want to create those smart automated campaigns meaning you don’t even have to send out the email and then you want to be able to have some flexibility to set up email delivery based on a specific time of day so these tools also allow you to you segment contacts based on geolocation you want to be able to use a tool that allows for multi-variant testing again you want to analyze performance and optimize campaigns you want to trigger automatic responses somebody purchases something are you using a tool that will automatically send that email out so these are all the reasons why you would use an email marketing tool so let’s dive in and take a look at an example and we’re going to use mailchimp as our example today so let’s dive in and take a look at mailchimp so with mailchimp once you log in you know you’re going to be able to see some historical campaigns that you’ve sent out or you’re going to be able to create your own campaign and so this is kind of under campaigns you can kind of see an overview of the ones you’ve sent out or if they’re in draft mode you’ll be able to see they’re in draft mode so you can go ahead and edit them so here we have one that was set up on august 26th and it’s still in draft mode so we can go ahead and edit that so if we just click edit you know we have the flexibility to you know pick and choose who we’re sending this to who it’s from what the subject line is and then we can certainly design the email so if we click design email again this is important because with email marketing you want to be able to cater your email to your intended audience so if you’re selling men’s shoes your audience should be men okay so you don’t want men to receive an email about women’s shoes it sounds like it’s common sense but the point being you want to be able to use an email platform that’s going to be able to allow you to put two and two together the message and the design with the intended audience and so here you can see mailchimp allows us to do that okay you can see some of the layouts here okay you also have themes that you could choose from okay you could search for different themes or you can even just code your own so you can just paste your code in or you can import it so mailchimp allows that flexibility you’re not stuck with one of their templates and so if we go back to the dashboard the one thing i like about mailchimp though is the reporting okay so yes it is easy to choose a template and map that template to your audience but i really like the reports that they have to offer so you know here you can see there’s some lists that we’ve sent to and we choose one of our audience list then we can see some really detailed reporting here and so here i could see this email that was sent out in june i could see it was sent to 95 000 plus subscribers okay of the subscribers i saw 2000 plus open it and 157 clicks so i can view this report in more detail just by clicking on view report so again we want an email platform that’s going to be able to give us some detailed information about how that email campaign performed and so i can get down really to the nitty gritty i can actually see you know on the content what was clicked and what wasn’t clicked so here i sent two different subject lines so i’m able to compare the two against one another okay so i can really go into detail about one of them here so if i click view report i can specifically see what the average for this list is so here i’m able to compare against the list average and it’s 16 i only had an open rate of 2.5 percent so the industry average is 18 and so here i’m able to see the list average for the click rate and the industry average for the click rate as well so then i can see some specifics about it how many people unsubscribed then i could see a graph i could see the top links that were clicked okay the top subscribers with the most opens i can link social to it if i want to and then i can see geographic information so the point being is mailchimp really goes into some nice detail here about the email campaigns and how they performed so the great thing is too with the mailchimp you could link it with a google analytics you can link it with e-commerce okay so if you have an email and you’re you’re selling products and somebody purchased that product mailchimp is able to integrate in with your shopping commerce platform for example woocommerce so if somebody did purchase you can send out that thank you email mailchimp even goes a step further and if somebody did click on a link go to your shopping cart add something to the shopping cart and then abandon the cart you know mailchimp allows you the opportunity to retarget them via email so mailchimp is flexible and that’s what you want in a email marketing platform you want something that’s flexible that you can cater to your audience you can manage your audience list and you can get detailed reporting on your different campaigns for that audience so that’s mailchimp and summary and so most email platforms do a lot of similar features or have some similar features but that’s what you ideally want to look for in an email marketing platform so here’s a tool that doesn’t get talked about enough when it comes to email marketing and that’s google’s url builder and the reason why we’re going to talk about this tool today is because most people in the us use google analytics as their web analytics tool and the one thing about google analytics is it allows you to track different campaigns so if you’re doing pay-per-click campaigns outside of google you can certainly track the performance right in google analytics and email is no different so if you’re using google analytics and you’re sending out an email let’s just say on mailchimp or any other email marketing platform you want to be able to append your links with what we call utm tracking so for example if i have a url that says visit florida and i’m going to send out an email i have up to five parameters that i can use okay so here’s my email or url that i’m using in the email so i have up to five parameters that i can use to track this particular email so let’s go through some of those parameters so the first one is campaign source so what’s the source of the campaign well we could certainly identify mail champion for using mailchimp as the source now the the thing about the url builders you always want to use lowercase because google analytics is case sensitive so as a rule of thumb just stick with a lowercase so our source is going to be mailchimp because that’s the platform we’re using if you’re using you know constant contact or vertical response or you know some of these other one convertkit then go ahead and put in that platform as the source now for the medium which is the means in which we’re driving traffic to the site let’s go ahead and put in email because that’s what we’re using to drive traffic to this particular page now what’s the campaign name well we’re in summer so we’re going to call this the summer promo so their summer promo here is visit florida beaches okay so we’re going to send this email out to the masses and particularly not only the masses but the masses in the north because we’re going to say hey look come to florida for the summer come visit our beaches that’s the point of the campaign so that’s what we’re going to use for the campaign name is whatever the campaign is it’s a summer promo now notice i got an asterisk next to these particular parameters so google’s asking us hey these are mandatory so go ahead and put something in there now for campaign term and campaign content we could certainly leave them blank because they’re not mandatory but since we’re talking about email i would certainly recommend that you use the campaign content parameter and why do i say that because if we’re sending an email out to say you have 10 000 recipients i want to be able to split out the email into two segments one segment that’s gonna get subject line one and one segment that’s gonna get subject line two so in this case i’m gonna put whatever subject line one is in the campaign content field so now i have four parameters and once i’ve entered in my variables in those parameter fields i now have a revised or appended url so my original url was visit florida.com ian-us florida-beaches.html my original url i’ve now appended that with some utm parameters and now i see my original url appended with the utm parameters based on those variables so i can copy it just by clicking the copy url i can go to my browser i can paste that url in there and i want to check to see if it works so here i could see this particular page loaded florida beaches with my utm parameters appended to the url so that’s for the first subject line that’s for the audience that’s going to get the first subject line i want to do another one for the second subject line so now i’m going to change my campaign content parameter to subject line underscore 2. i’m going to copy that url i’m going to check it okay so i can see that the page loads with those utm parameters and so now what am i going to do i’m going to use the first url and the second url in my email okay so any link that i have in this case i’m using subject line two so for the email with the second subject line going to that segmented audience this is the link i’m going to use in the email so if you have one or two or three links in the email this is the url you’re going to use because when somebody clicks on that link you’re going to be able to see that that click in google analytics so if i jump over to google analytics after i send out my email i’m going to go to acquisition i’m going to go to campaigns i’m going to go to all campaigns now based on the variables i put into my parameters meaning source medium campaign name content or term that’s what i’m going to look for in google analytics so we could start with source and medium so if i click on source and medium as my primary dimension here i can see mailchimp and the actual date was used as part of the variable for for source and then i will can i see the medium being email so now i can see for this email that was sent out in mailchimp in may i could see how many users how many sessions and more importantly how many conversions so we could certainly hone in on that particular email if we wanted to if we choose some of the other parameters available to us so here i could see the campaign name okay so i could see exactly what campaign what source what email drove in traffic and conversions and if i’m doing subject line testing i can choose content as my parameter so here i’m going to change it to content and now i can see the subject lines in this case if i go back to my source medium i’m going to be able to see what subject lines from my emails generated the most traffic and not only the most traffic but also conversions so that’s the whole point behind using the url builder again you’re taking a url that you’re going to use in email and then you’re going to pan that url with different parameters campaign source campaign medium campaign name and then optionally campaign content or campaign term okay once you’ve entered variables into those parameters you’re going to get an appended url which you can then use in your email so when the email gets sent you’re going to go back over to google analytics and you’re going to look at the results of that campaign of that source of that medium of that content i.e subject line and so that’s why the url builders so important because mailchimp gives us some good insight as to how the email performed in terms of open and click rates but what we really want to see is how that campaign performed once it drove traffic to my website so that’s the whole idea behind the url builder if you’re using google analytics you’ll be able to use the url builder with whatever email platform you’re using so let’s move on to web analytics tools and this is an important section because web analytics tools kind of the central focal point of all digital marketing and it starts really with google analytics google analytics is a freemium meaning that they have a free version that you can use there is also a paid version of google analytics but given the advent of google its popularity especially in the united states a majority of users are using the free version of google analytics so it’s a very popular tool especially for marketers but there are also other tools available so it’s not just google so we have adobe analytics which is also freemium you have kiss metrics you have spring metrics you have youtube analytics which is part of google but youtube has its own separate analytics insights so a lot of these as you can see are free to use they’re available no reason why you should not be using an analytics tool to measure your marketing campaigns or website behavior and why would we want to use these tools again well again we want to really measure behavior we want to measure what’s going on with our website so we want to be able to identify the location of where our website visitors are coming from and a lot of these analytics tools use ip address to identify the location of a website visitor so if you’re trying to target a specific country then you want to be able to see that the visitors to your website are coming from that specific country or location we also want to measure the engagement of our website behavior so we get traffic to the website what are they doing how long are they staying what pages are they visiting so this is the overall nature of really why we want to use web analytics to measure how successful our website is at treating our website visitors with the same courtesy you would if you had a brick and mortar store somebody comes into your store you want them to find what they’re looking for quickly you want them to be happy with their experience you certainly want them to pay for the products very quickly and easily and efficiently and you want them to come back and that’s no different than a website so we want our website to perform in a manner that’s going to suit our audience and that’s why we want to track engagement so why else well we want to really look at who’s coming are they returning visitors or new visitors you know ideally you want a nice mix between 50 new and 50 returning because you know returning visitors are loyal there’s some loyalty to that they already know your brand they’re coming back to your website new visitors are curious and you want new visitors because that means more traffic so you want a nice balance between that analytics tools will help you measure that you want to be able to measure organic traffic whether you like it or not whether you know it or not but google and other search engines are indexing your pages and your pages are being found via the search engines and so you want to be able to measure how much traffic you’re actually generating from those search engines we talked about this with email marketing utm tracking so if you set up email campaigns or non google campaigns you want to use utm tracking and google analytics and other analytics tools but specifically google analytics will help you see the results of your campaigns if they’re tracked with utm tracking so that’s another good reason why to use a web analytics tool probably most importantly amongst all these bullet points is our goals our website conversions we want to be able to see how much traffic is coming to our website and not only the engagement of the traffic but how much of that traffic is actually doing what we want them to do i.e are they converting and we want to optimize our sites and channels performance so the whole idea of collecting all this information is that you can turn around and improve performance so if your bounce rate is high well how do you lower bounce rate well we need to do something about that and analytics tools will help us identify what’s not working from our site perspective and from a channel perspective and we can take action to improve performance so that’s the whole idea behind optimizing our site’s performance so let’s jump into google analytics and let’s take a look at everything we just talked about in those bullet points so about improving website performance measuring engagement looking at our goals and conversions measuring campaigns with utm tracking all those good things that we can get in a good analytics tool so adobe mix panel spring metrics you know they all work in a similar fashion in that they’re really measuring website behavior and so if we’re in google analytics really what we’re doing is we’re measuring the performance of our website broken down into four components audience acquisition behavior and conversions so what do we want to do we want to look into each one of these sections so let’s start with audience and so audience and google analytics tells us who is coming to our website now they’re not going to specifically tell us hey rob sanders came to your website but they are going to say that somebody from san francisco california came to the website and these are the pages they looked at and this is the language and they came from this device and they’re a returning user so they’re painting a picture for you okay so they’re not giving you a list of names that would not be legal but they are providing you with a good picture of who is coming and when i say picture we have to paint that picture and so if we look at say demographics for example and i got a demographics overview here’s a picture i’m painting well i can see that 25 to 34 year olds are the majority of the age group that is coming to my website okay i can see on the gender side of it i can see that 63 of my traffic and again this is year to date that i’m looking at is coming to my website so two-thirds of my traffic is female one-third male and they’re between the ages of 25 and 34. so i’m painting a picture about you know gender and age coming to my website well i can also look at geo so where specifically might these people be coming from so if i go to location under geo i’m going to be able to see a breakdown of country or i can even hone it down to city or specific location and here i can see united states is the primary driver but not by much so we have 16 almost 17 percent from the us and then 16 from argentina 13 from mexico 10 from india so we have a nice mix of traffic from different locations in the world coming to our website so that’s geo but more importantly let’s take a look at mobile so if we go to mobile overview how are people coming to our website are they on a desktop or laptop are they using their mobile device are they using a tablet and so google analytics breaks it down very nice for you and so we could see percentages and actual numbers by device category and so in this case i can see year to date i can see 62 are coming from desktop 35 are coming from mobile and so that’s important because most people start their journey from mobile and that is growing and that’s going to continue to grow so you want to keep an eye on mobile so to me this is one of the more important reports under audience because people who come from mobile have a different not only experience because the website should be responsive to the mobile device but their mindset is going to be different they’re actively looking for something they’re probably going to either then follow up on their desktop or follow up in person at your store or they’re probably looking for directions or they may just call you so the experience is a lot different on mobile so we want to hone in on the growth of mobile okay so to me this is one of the more important reports in google analytics especially under audience so let’s move on to acquisition so acquisition reporting tells us how the traffic was driven to the website so if audience tells us who is coming to the website acquisition tells us how that traffic got to the website and so really what you want to do is get a sense of what channels what marketing channels are driving traffic so remember we talked about organic search well those search engines are indexing your pages well how much of that traffic from the search engines is actually coming to your site and i’m a believer in if organic search is the primary driver of traffic then you have a pretty healthy website because that means the search engines are indexing your pages people are searching for something related to your business you’re being found you’re getting clicked and that represents a majority of the traffic so that’s always a good thing so here we could see it broken down by channel if i go to all traffic channels report i can see in my dimension that organic search represents 72 percent of my traffic and this is year to date then i can see paid search then i can see direct which means somebody went directly to the site i could see referral email social then i could see more paid search broken out so these are the different marketing channels now analytics allows you to look at a specific source and medium so the source would be the actual website or search engine and the medium would differentiate how that traffic actually got to the site so if we’re talking about a search engine did they come to the site via paid search or did they come to the site via organic search and so all we need to do is change our primary dimension from default channel grouping to source and medium and we can see specifically the breakout of the different sources and mediums driving traffic to the site so here i can see google organic at 71 and then google cpc or cost per click at 15 16 of our traffic so then i can look down i can see email in here being organic i could see some referring sites i could see some social in terms of mobile facebook okay so we could see a mix of the different sources and mediums driving traffic to the site okay so you don’t always have to look at channel per se you can look at it via source and medium and if you’re running google ads under acquisition analytics has a whole section of google ads reporting so if you’re running campaigns on google ads remember we looked at the keyword planner in google ads so if you’re running campaigns on google ads you can certainly see the performance of those campaigns just by clicking on campaigns we can also see campaigns other campaigns that we’re running so remember that utm tracking that we set up for email well we want to be able to track the performance of email and any other non-google campaign with utm tracking so when we do that we’ll be able to go to campaigns all campaigns and we’ll be able to see the campaign performance if we look at source and medium we’ll be able to see what campaigns drove traffic to the website so here i can see vertical response email as a driver of traffic so that’s the campaign reporting and then also if you have search consoles so we looked at search console earlier we talked about seo tools well remember i said you can link up search console with google analytics well here’s search console and we could see queries devices landing pages countries so all the performance metrics that we could see in search console because we have it linked up with analytics we can see it right here so this gives us a nice snapshot of what keywords are driving traffic to the site organically i could see the impressions i could see the clicks then i could see the click-through rate and then the average position so in theory the higher something ranks the more traffic you’re going to get so that’s the idea behind it we want to make sure that we’re ranking for our coveted keywords and if we are we want to be able to measure how many times our listing was seen and how many times it was clicked so that’s the great thing about you know google they have a family of products and those products tend to talk to one another in the form of google search console and google ads you can connect them directly to google analytics so let’s move from acquisition to behavior so here in behavior we have a number of different reports so behavior tells us once the traffic actually arrived at the website how are they behaving and so really what i would do is from there go to site content all pages and so this gives us an idea of how many pages were actually viewed so site content all pages tells us what page and how many times it was viewed during a period of time and again we’re looking at year to date so i can see engagement related metrics associated with the page so this particular page here on line one i could see how many pages unique pages which is equal to sessions so i could have a session come to the website and look at a page multiple times in that session i could see the average time the person has spent on a page and i can also see the bounce rate so a bounce rate indicates that they arrived on the page and didn’t go any further they left the website from that page that they arrived on and so i can also see percentage of exits meaning what page did people exit the site from so these are all engagement related metrics so here is where i want to react and optimize my website performance so i if i see a page not performing well meaning it has a high bounce rate or maybe load time on page then i’m probably going to optimize it meaning test it or change it to improve performance so these are all pages but i could certainly look at landing pages okay so landing pages tells us the behavior of the page when somebody landed on it so a landing page means that somebody came from organic search or paid search or another channel landed on this page so here i could see this particular page on line one had 4970 sessions okay and i can also see the performance of that page so measuring engagements against pages is definitely important because page isn’t performing in terms of bounce rate or time on page then we want to be able to make changes to that page to improve performance okay there are some other great reports under behavior so we want to go to site speed we want to look at how fast or how slow our pages load so this is important from an seo perspective because if a page isn’t loading very fast then chances of it getting ranked in google are not very good so google’s organic search basically takes page load time seriously so if a page doesn’t load very fast then we need to be able to fix it so we can go to page timings i can get a good sense of the average page load time of a particular page and what google does here is under speed suggestions they actually will give me some ideas and speed suggestions on how to address a page that’s loading very slow and so when we load up the speed suggestions report what google does is say hey we know that this page is loading very slow the average page load time is 15 seconds here’s some suggestions we’re going to give you seven suggestions so if you click on that what’s actually going to happen is you’re going to go to another tool called page speed insights and page speed insights is analyzing the page as you can see here and when it’s done analyzing the page it’s going to give you some feedback on how to improve page load performance not only for desktop but for mobile so here i can see if i scroll down this is desktop and these are some of the opportunities that i can address when trying to improve the page load time of that particular page so here i could see there’s some server response time issues image sizes probably need to be resized i can remove unused css okay so there are a lot of different things i can do to improve the page load time on this particular page okay this is for desktop i can also see mobile so mobile a lot of the same issues so if we address these these opportunities then we could see a lift and page load time we see lift and page load time we’re going to probably see a lift in organic rankings or even user engagement because if a page takes a long time to load a user is probably not going to stay on that page very long so to me site speed is an important report under behavior now one more report here that i want to point out under behavior is events and to me events are important so if you’re trying to measure engagement on your website you need to make sure you have event tracking set up and when we talk about event tracking we’re talking about measuring things that analytics doesn’t measure by default so if you have a button on your website if you have a pdf download if you have a submit button on a form submission if you have a subscribe button if you have a video if you have an external link anything that is going to trigger engagement on your website you need to measure with event tracking and event tracking is simply set up by breaking out the event into a category an action and a label and so here we could see for our particular website we have categories already set up for event tracking so here for example i can see on line six video i can see how many people actually watched our video okay so here’s the action video start okay so over this period of time i could see i had 49 unique events 50 total so that’s how many people actually watched the video and you can always report to label and that’ll tell you what page people watched in this case the video so event tracking is important because we want to be able to measure engagement so if you go to events under behavior and you don’t see any events listed you probably need to get that set up and that is set up through google tag manager so what you want to do is you want to be able to set up your events through google tag manager which is another google platform but you certainly want to do that so that’s where you set up your events when you set up your events for your website with a category an action and label you’ll be able to measure those events in analytics under behavior under events and the important thing here is you’ll be able to measure engagement so i’ll be able to see how many people came to the site and how many people clicked on a button downloaded a pdf uh submitted a form played a video did whatever we wanted them to do so events are important so let’s move from behavior to conversions and this is important because we want to be able to measure conversions on a website so analytics has four types of conversions so if i go to admin down at the bottom and then i go to goals i could see that i have four different types of goals that i can use now right now i have event related goals set up for the website for this particular website so we just talked about event tracking so if you’re measuring a button click on your website you can certainly turn that into a goal and so all you need to do is tell analytics hey this is the particular category this is the particular action so for example if i click on this particular goal and take a look at it i can see that we have a category set up that anything that resembles donate now okay or donate go ahead and fire this event as a conversion okay so event is one type of goal another type of goal is destination so if somebody goes to a specific page like a confirmation page we can turn that into a goal so here i can see if somebody goes to donation dash confirmation then analytics is going to fire that goal as a conversion and we’re going to see a conversion against a different metric or different dimension like channel or audience okay so destination is the second type of goal the third type of goal is duration so how long did somebody stay on my website so in this example if they stayed at least one minute and 30 seconds or more then analytics is going to count that as a goal conversion okay so duration is the third type and then the fourth type is pages per session okay so if i look at this example here if a user came to my website and looked at more than three pages in that particular session then analytics is going to fire a goal conversion so four types of goals you don’t have to set up all four different types my recommendation is at least have one goal set up if you’re not sure what goal to set up then at least set up a duration or pages per session okay so at least you can measure how long somebody stays on your website or how many pages they went to okay so when you actually do have these goals set up you can go back into conversions we can go back into goals we can go back into overview and we can measure our goal completions over this period of time so here i could see 313 goal completions total with a goal conversion rate of 1.88 and then i could see it broken down by gold type so remember the only goals i have available and set up are event related goals so 69 newsletter signups 156 donate click buttons i have 32 contact form submissions 37 email click completions and then 11 phone number click completions so i can measure engagement as a goal and so goals generally are important to the business so you want to make sure that if you have a goal for your website then you want to be able to set that up as a goal in google analytics so that way when you’re looking at example channels if i go back to my channels report i can then measure channel by goal conversion so these are all goals but if i want to look at for example how many people from organic search clicked on the donate now button i could see that i could see year to date 10 887 users which meant 11 000 sessions 76 clicked on that donate now button and that comes out to 0.65 conversion rate okay so that’s important so you want to be able to measure any dimension whether that be channel source medium keyword campaign mobile device could be demographic gender or age you want to be able to measure any dimension against the goals you have set up so you can measure performance and that also includes pages or landing pages as well so that’s a quick overview of what you can expect to see in google analytics again audience acquisition behavior and conversions so a lot of data in google analytics but you want to be able to take advantage of the data in order to improve website performance now let’s jump over to youtube analytics because if you have videos on youtube if you have a channel set up some playlists you’ll be able to get some really good insights as to how your video is performing and so here i could see i’m in youtube all i did was i went to my account then i went to the baited the studio version of youtube and then from there i went to analytics so my account youtube studio analytics and analytics here is going to give me all sorts of information about my videos okay so here i could see over the last 28 days my videos produced over 8 600 views my watch time in minutes totaled over 17 000 and i’ve netted 48 subscribers and this is an overall okay so i can actually see when i publish videos and i can see the date they were published and here i’m looking at you know total views over this particular date range i can also see specifics on a particular video so i could see the top video in terms of minutes here i could see this particular video had 602 minutes over the last 28 days so here i could see views on a particular video so this is just an overview i could certainly look at some other information if i click on reach viewers i could see the total impression so how many times my video was viewed or how many people looked at it okay and then the click-through rate so here i could see the different traffic sources so 29 came externally okay here i could see 25 came within youtube itself i could see how many times a video was viewed and played via playlist via suggested video so i could see different ways in which the traffic found my video and actually watched it here i could see externally how people were able to find my videos and i could see 46 percent found it via google search see some lots of information here about sources of traffic how the traffic got to these videos so i could see then once the traffic found my videos how many times they actually saw it and viewed it and then watched it so that’s how many times i was able to reach viewers via different sources and then their reaction to that how many times they saw it and watched it here i can click on interest viewers so again i could see the top videos in terms of watch time i could see the top playlist so here i could see my partners playlist was the top playlist so i can see some interest here in terms of average view duration and then here we have build an audience so we can look at specific audiences if we have them built in youtube to see how many people actually watch my videos so here i can see 88 of the people who watched my videos over the last 28 days were not even subscribed so that tells me a lot of people are finding my videos spending some time watching them they’re not subscribed so we’re trying to get them to subscribe to our channel so they can watch more so a lot of information here in youtube itself about how our videos performed again this is good insight because ideally what you want to do is you really want to take a look at a specific video see how it’s performing so if i just click on one particular video i can actually see the audience retention over the course of the video itself i could see the ways in which people found the video okay again externally or via youtube search i could see how many people liked it or disliked it i could see all sorts of information on a particular video itself or an overview of my channel so that’s all available to you in youtube analytics under youtube studio so take advantage of that so if you’re publishing videos on a regular basis you want to hone in on how your videos are performing so if you have any additional questions about youtube analytics or youtube in general take a look at our video that we created earlier this year about how to create a youtube channel we go into some in-depth insights into youtube itself especially youtube analytics so take a look at that video and if you have any other insights about youtube analytics or analytics in general go ahead and put a comment below this video so let’s turn our attention to competitor spine tools very important to keep tabs on what the competition’s doing and there are a lot of tools out there so when it comes to social we can use a freemium tool like sprout social to listen in on our competitors we can use another freemium tool social blade there’s a popular tool out there called spyfu that’s freemium as well moz we looked at moz earlier for keyword and organic moz is a great tool for also leveraging our competitors in terms of backlinks and buzzsumo so that’s another freemium tool get there lots of tools out there these are just examples of some of the tools that we use here at simplylearn i use personally and professionally to get a sense of what our competition is doing so why would we want to use a competitor spine tool well it may sound like a very straightforward question but there are lots of reasons why and so let’s look at some of these reasons and the first reasons we really want to identify you know our competitors backlinks and monitor changes in the ranking so the reason why we have this is the top bullet point is because seo organic search is a long-term strategy on-page off-page website very technical and creative there’s a lot going on with seo a lot going on and sometimes it takes a long time to rank for something and a lot of seo does depend on relevancy relevancy being how many quality backlinks are linked to you so it’s always good to leverage what your competitors are doing so you can see how you stack up and so that’s why this is up there as number one we want to be able to really take a look at what our competitors are doing another example would be hey how much uh traffic a competitors gaining on certain keywords this could go either way for paid search organic search what are competitors bidding on are they really getting traffic from those keywords so there are tools out there that help us leverage what our competition is doing okay we can also identify our competitors top performing content for relevant topics okay we can determine what our competitors website referral traffic is okay we can pull our competitors data and compare it with our own campaigns so lots of tools out there to help you do this and we may want to track the total amount of clicks a competitor receives and how much they pay for each keyword so let’s go ahead and take a look at a few examples how we can leverage all these bullet points that we just discussed and so we’re going to start out with sprout social and sprout social is a tool i use it’s a social media platform there’s a lot of things you can do with sprout social definitely generate reports for your social media platforms you could set up posts that get published at a certain time and day but there’s also one particular tool in here called listening and so what we could do is we just put in for example rv rentals in twitter so what we’re doing is we’re actually listening to see who else is tweeting about rv rentals so we could do this for twitter we could do it facebook some other social media platforms the whole idea here on sprout social is to get a sense of what our competitors are doing so we could have easily put in a brand name we’re just going general here because we want to rank for the keyword rv rentals and so here we could take a look at you know what some of these particular brands are doing like go rv rentals cruise america rv we could see just scroll down and we can get a sense of in particular what people are tweeting about what other companies are tweeting when it comes to this particular keyword rv rentals now if i want to hone in on a particular competitor i could just really refine my search for that competitor’s brand name so rv share so here i can take a look at you know what they’re doing when they’re posting to or tweeting how long ago the time of day get an idea of what they’re actually saying what campaigns they’re promoting okay i can get a sense of everything about this tweet and so here i can scroll down and i can see what’s been shared by other people for this particular brand and i can see a lot of people are as an example retweeting this particular giveaway and so to me it just gives me a sense in this particular example on twitter as to what are competitors doing okay let’s turn our attention to seo so remember that first bullet point we want to get a sense of what our competitors are doing when it comes to backlinks and so moz has a great tool called link explorer and link explorer there allows us to actually compare link profiles so for my domain i can go ahead and put my competitors domains in there and definitely get a sense of you know how many links my competitors have external intel internal i can get a sense of the domain authority i can get a sense of page authority linking domains so i can really do a comparison across my domain and my competitors domains to get a snapshot of how i compare against my competitors so this gives me an overview of everything i need to know organically now moz also has another great tool under link explorer called link intersect and i like link intersect i use it a lot because if our competitors really have a number of external links and domains pointing to their site and they have a better domain authority and page authority then you know i want to be able to you know see what they’re doing where they’re linking who’s linking to them i want to get be able to get a snapshot of why is their domain so much better than ours in terms of authority and so the link intersect actually allows me to do that so i can go ahead and put my competitors domains in there and then i can find opportunities and so you just click on opportunities and you can see where my site intersects with their site and if it doesn’t actually intersect then i have an opportunity to actually try and get a link on that particular site so that’s what the link intersect report does it allows me to see where my links intersect with my competitors and if it doesn’t intersect then i have an opportunity to generate a backlink so that’s ideally what the link intersect tool is in moz it allows me to really get a sense of you know where i’m linking and where my competitor is linking now what we can also do is also take advantage of another report under moz’s link explorer and the discovered and lost report so we could put in our domain or we could put even our competitors domain in there and we can get a sense of what domains were found and linked to them so really within mods we can get a good snapshot of what web sites are linking to our competitors we get a good snapshot of the overall links to our competitor sites and specifically with sites so the whole idea is if it’s good for our competitors meaning they’re linking from a site that has good domain authority and low spam score then it’s probably a site i want to be able to tackle as well okay so you have discovered and lost okay you have comparing link profiles and you have link intersect so those are three good reports you can leverage right in moz’s link explorer tool now there’s one more report we can leverage in moz and that’s the inbound links report and so we can go ahead and type in our competitors domain here and again we can get a snapshot of what their domain authority is page authority for the home page but really this is what we’re after linking domains so this particular domain has over 9 000 linking domains so what we can do is actually go through and see based on domain authority i could sort by domain authority where these pages are being linked from and so here i can see reddit reddit reddit so a lot of reddit here which is a good site for backlinking new york times so you know there’s a lot of different uh sites here washington post so i can get a good snapshot of my competitor by seeing every link that’s pointing to them now of course i don’t want to go through 9 000 links i can really just hone in on a specific link source or link type or link state so i can really filter it if i wanted to i can export the report and do some further analysis but really the whole idea here as i could see what url is linking to this particular competitor site what the anchor text is what the page and domain authority is so this gives me a really really good insight on all the backlinking that my competitor has and again if i’m trying to catch my competitor it’s probably not a bad idea to look at what they’re doing and even copy what they’re doing in terms of backlinking so if we’re not on reddit then we probably need to be on reddit because if that’s where our competitor is and they’re getting good link juice from reddit which has a domain authority of 90 then hey if it’s good for the goose it’s good for the gander so they say so inbound links is it just another good report you can leverage in moz under the link explorer reporting tool now if i want to get a good snapshot as to what my competitors doing on search exactly well look no further than spyfu so spyfu is a another tool that you can leverage from a ppc seo perspective you know from an seo perspective you got some back linking data as well just like you did in moz from a ppc perspective you can get some good keyword insights and so here i just went ahead and typed in the domain and what this is going to do is just give me an overall snapshot for my competitors domain so here i could see you know how many organic keywords they’re found for the estimated monthly seo clicks they’re getting based on the volume of those keywords okay i could see here the keywords their top competitors also rank for the rank history 12 years so this particular domain has been around a long time okay so that’s on the organic side flip over to the paid side and i could see that they are doing paid search i could see 5 000 plus keywords they’re bidding on okay based on that what they’re actually paying and then i could see you know some of the other competitors listed here from a paid perspective and an organic perspective i could see the shared keyword overlap okay now again you can pay for this because it’s freemium and get some really good insights as to how your domain compares to your competitors so i’m using the free version and here the free version spyfu is just giving me some overall data on the specific domain i entered in and so i entered in my competitors you can certainly enter in your own domain to get a sense of organic keywords and paid keywords so you can see top keywords top paid keywords okay this is google ads okay so this is what recommendations as to what to purchase okay here you can see some even some at google ads history i could see exactly what ad copy my competitor actually wrote and for what keyword and then i can see some organic ranking history here as i keep scrolling down this overview report so i can see for rv rent where they rank and then i can see inbound links just like i did in moz spyfu is providing me with some insight as to hey what links are pointing to them and what the domain strength is and how many clicks they expect to receive so this is all free data take it or leave it but it’s all free data available to you under spyfu so spyfu gives you kind of an overview for free some really in-depth analysis if you actually pay for it and it just really hones in on what your competitors are bidding for paid wise and what they’re ranking for organic wise and so spy food is a really good tool to leverage if you just want to get a snapshot of how your competitor overlaps with you so let’s turn our attention to google analytics because in google analytics under audience i can go to benchmarking and basically the benchmarking reports allows me to see what the industry as a whole is doing compared to my own website now the caveat here on this particular report is that it’s all anonymous data so i can’t exactly see what competitor is doing what in this report but if i hone in on my industry in this case autos and vehicles and i hone in on a specific country or adjust the size of the daily sessions that i get then i could see hey analytics in this case in this example i’m sharing 8 863 web properties okay so they’re sharing the data for over 8 000 web properties and i can compare those web properties against my own so if we’re all in the same industry it gives me a sense here as to how i stack up against the industry as a whole in this case as it pertains to channels so you can see here red not good green is good so in the industry we’re not doing as good as others in the same industry who are receiving the same amount of sessions now we could certainly adjust and we can adjust our locale and if we do that google is going to be able to adjust how many web properties are actually contributing to the report and so when analytics makes that adjustment we’re going to be able to see in this case just new zealand so we’re going to adjust for new zealand and we’re going to go with 4999 and so we could see there are about you know 300 something web properties contributing 47 web properties now contributing to this report so if we’re focused on the new zealand region and this is the amount of traffic we get we’re now comparing us against 47 other anonymous web properties so now if i go back to the report after i’ve honed in i’m looking at channels and i can see how many sessions we’re getting by channels and how i compare against the competition i can also measure up against percentage of new sessions new users pages per session average session duration bounce rate but that’s just channels i can also do location and devices so the whole idea behind this report is yes you’re not honing in on a particular competitor but you’re honing in on your industry so you’re getting a good idea as to how you compare against your industry just by making some adjustments in the benchmarking report you obviously want to make sure you’re looking at the same industry adjust for your country or region adjust for the site size meaning how many sessions you actually get on a daily basis and then analytics will do the rest they’ll compare you against those in your industry and so i find this to be a good tool because it allows me to stack up our site against those in the industry and obviously if we’re not driving as many sessions especially say from organic then we have our work cut out for us okay so that’s the whole idea behind the benchmarking report now if you want to get some good insight as to what the competitors are doing and you don’t want to use a tool well look no further you can always go to google.com okay so this is how we used to do it back in the day before all these tools became available you just typed in a keyword and we’re gonna type in rv rentals and now we’re gonna be able to see who’s bidding on that keyword so we could see we have a number of different uh companies bidding on the keyword we’re interested in okay here i can see some featured snippets okay and then i can see some organic search results okay if i scroll down i’ll be able to see some other companies bidding on that same keyword meaning they’re paying for rv rental so if i clicked on somebody’s link here they’re actually going to pay google for the click and so this just gives me a good sense of you know how many people are actually trying to rank for this keyword or trying to be found for this keyword so that’s all i did i just did a search now from an organic perspective if you really want to hone in on your competition you can always do the syntax all in title colon and then hit enter so now i could see i have 163 000 results and what does that tell me that tells me that i have 163 000 websites with rv rentals in the title tag so if you’re trying to optimize for the keyword rv rentals as an example then you know that you have 163 thousand different listings ahead of you that you need to jump over in order to rank for the keyword rv rentals so using the all in title syntax and the keyword right after that actually just gives you a more accurate picture of how many sites are actually ahead of you for a particular keyword so that’s the whole idea so if i get rid of the syntax and you can see for rv rentals i have 132 million but that’s not really accurate because not all these listings have the keyword rv rentals in the title tag and title tag if you’re working on organic search is one of the key important factors for ranking so you need to have that keyword in the title tag so that’s the whole idea behind using the all in title syntax it gives us a good idea as to what our competition is doing and how many sites we have to jump over to get to number one on google now if you’re running google ads just as we did with rv rentals we went up there and we saw we typed that in as a query and we saw how many advertisers there were for rv rentals now

if we are running our own campaigns google ads actually has a good report that i really like it’s called auction insights and so you can get to auction insights just by clicking on campaigns and then from campaigns click on auction insights and what auction insights allows us to see is what competitors or domains are bidding on the same keywords we are and so what google does here is it allows us to actually see where we stack up against our competition for all the keywords we’re bidding on and so here i’m looking at year to date and here we could see us and i can see our competitors okay so i could see impression share so for if we’re talking about one keyword every keyword has a hundred percent impression share how much of that impression share are you getting and when we say impression share meaning eyeballs when we talk about eyeballs are we getting a majority of the eyeballs or our competitors getting majority of the eyeballs so we can see our average position i can see how often i overlap with my competitors okay i could see how often i’m above a particular competitor i could see what percentage i’m at the top of the page versus my competitors the absolute top of page rate and then i can see how often i out rank my competitors and vice versa how often my competitors outrank me so i could see all this good insight as to what competitors are bidding on the same keywords i am okay so this is if you’re running google ads okay so if you’re running google ads okay you can just click on the auction insights report you can find that the top navigation just by clicking on campaigns and by doing so you’ll be able to gain some insights as to where you stack up from a paid search perspective against your competitors so let’s turn our attention to paid marketing tools so if you’re doing some advertising on google bing linkedin you probably want to work within those platforms as the tool of choice so you know if you’re doing paid search on say google search dot com or display you could be doing display advertising on you know a network like adroll or google or you could be doing social media paid ads say on facebook so whatever it is you’re doing you probably want to work within that platform itself to get the ideal data that you need okay so here are some of the tools some of the places you can go of course if you work in google ads you also have google ads editor that you can leverage okay and i’ll show you that in a couple minutes you have google ads keyword planner of course both of these are paid if you’re running campaigns okay so bing if you’re running campaigns on bing okay you get all this good data that you can digest through some reporting okay you also have some third-party tools out there that you also have to pay for in word stream okay so word streams a third tool that you can leverage bing and google are actual advertising networks so you would advertise on the platform itself and get all the data you need right in the platform and leverage a lot of the tools that they have available in the platform as i mentioned you could also use google ads editor so bing also has their own editor as well so and as well as facebook so you can use an editor type version and i’ll show you that here in a couple minutes but let’s talk about why we want to use the tools in the platform itself well we want to be able to monitor how our ads performing so which ad receives the most traffic as an example we want to identify keywords that are performing for us okay so our keywords converting not converting now they cost us a lot of money and not netting a high enough return for us so we want to keep an eye on that okay so we want to monitor our cost okay across different locations and devices not only cost but we want to also monitor how our ads are performing across different locations and devices keywords across different locations and devices so we want to be able to measure by device okay so we also want to analyze competitors data and as we showed you in the competitors section google as an example has auction insights reporting analytics has benchmarking so google itself does provide some information in the case of auction insights as to how your competitors are performing against you on google search so that’s on the paid search side then you have display okay so display advertisements okay you’re across a different network so there are different types of networks out there for example admiral okay curtillo celtra is another paid version of or paid tool you can use in wide orbit so these are some of the paid marketing tools you can leverage of course i like to stay if i’m advertising on google i like to stay on google ads and measure my display performance that way but if you’re on adroll for example then you want to leverage adroll’s reporting platform and some of the tools they have to offer so if we look at display why do we want to leverage some of these tools well just like search for example where we want to look at keyword and ad performance same kind of concept here we want to be able to monitor whether we have the right keywords and right customer engagement so when we when it comes to display we want to be able to make sure we’re choosing the right audience of course that means looking at not only audience insights but our target insights as well are we reaching the right audience when it comes to display and google has a good breakdown that i’m going to be able to show you here in a couple of minutes okay so we want to improve our campaigns by monitoring our competitors display ads as well so there are tools available that will help you do that and that’s on the display side and if we look at social okay why what tools can we use on social well you got facebook ads manager okay you got ad espresso quiet tweepy you got all these cool paid search tools again i usually stick with where i’m advertising so if i’m advertising on linkedin or twitter i’m going to leverage that platform but just know that there are other tools available for you so with social like display it’s all about targeting our audience so for these some of the tools like on facebook we can review and relaunch our ad campaigns based on target audience we can measure conversions and gain insights in this example about facebook users how are our users interacting with our ads and then we want to target people based on their activities such as purchase intent device usage travel preferences etc so social allows us to do that and then with facebook as an example we can monitor any a b test we run for example if we’re running call to action test we can measure the results that write in facebook and i’m going to show you an example of that here shortly so let’s jump right into google ads and look at some tools available to us from the search side of the house so if we’re running search campaigns right in google ads we could see campaign data we could see keyword data we could see add data so for example if i want to see what ads are performing i’m just going to click on my ads and extensions okay and here are my ads and now i can see what ads are performing in terms of clicks click-through rates etc and so that way i can go ahead and pause ads activate ads so that’s right here in the google ads uh platform itself now if i want to look at specific keywords i can do that so i can see what keywords are driving traffic and clicks here i could just sort by clicks and now i can see not only what keywords are driving clicks i could see what the click-through rate is i could see the impressions how many people actually viewed my ad after click typing in a keyword query that i’m bidding on i could see how much i’ve paid by keyword and more importantly i want to be able to see conversions or conversion rate and then with google ads you have quality scores so we want to be able to measure quality score so this is a google ads keyword reporting and so the great thing about the keyword reporting is that there’s some other features available to me here so here i can add negative keywords okay just by clicking on negative keywords i can also see a search terms report and so when it comes to search terms i can actually see what specific keywords people typed in and based on the keyword that somebody typed in as a query i can see what match type triggered that particular ad and so if i see a keyword query that i don’t particularly care to be shown for or i want my ad shown for then i can go ahead and just select it and i can add it as a negative keyword okay so that tool is available to you right in google ads okay and then you have the auction insight so we’ve reviewed the auction insights when we’re looking at competitive analysis and so here if we look at the auction insights we’ll be able to adjust our date range and we’ll be able to see basically you know who else is bidding on the keywords and what the impression share is what their average position is what the overlap rate is position above rate top of page absolute top of page right now rank and share so once we have google has data then they’ll be able to share that information with you okay so that’s just keywords but there’s a cool tool that i really like and i leverage it for seo and pay-per-click and that’s google’s keyword planner so if you click on tools and then you click on keyword planner we’ll be able to leverage the keyword planner and the whole idea behind the keyword planner is do we want to discover new keywords or for the keywords we have selected we can get volume and forecast on that so here let’s type in a keyword mail delivery and if i click get started okay so google’s going to give me some other keyword ideas and they’re going to give me what the average monthly searches are for that keyword they’re going to let me know the competition they’re going to give me a range in terms of how much i can expect to pay for that keyword so if i happen to click on that keyword i can add it to a plan and then once i’ve added to a plan then i can go ahead and look at that plan and measure what kind of volume i’m going to get and how much i can expect to pay so now once i’ve added my keyword to that plan i can go ahead and see how many clicks and impressions and costs and click the rate and average cost per click i can expect to spend so and this is based on a maximum cpc of two dollars so i can go ahead and adjust my plan accordingly if i want to in order to see basically how much i can expect to spend so that’s the whole idea behind the keyword planner in terms of choosing new keywords and once you choose keywords you’re interested in bidding on you can actually do a forecast to see exactly how much you can expect to spend how many clicks how many impressions you can expect to get and if you have conversions set up how many conversions you can expect to receive so that’s all part of google’s keyword plan that’s viewing forecast as well as choosing keywords so there are so many different tools and features within google ads we need a whole whole segment just on this so really i’m just gonna highlight some of the more important tools and features so i mentioned the keyword planner i mentioned the campaigns keywords and ads reports another thing i would look at in google ads again we mentioned this as one of our key defining why would we use it bullet point and that’s because of devices so we mentioned devices why would we use google ads reporting tool because we want to look at devices and we want to be able to see what devices are driving traffic from what campaign and then the cool thing about google ads is right in google eyes platform you can go ahead and do a bid adjustment so if i increase my bid adjustment for example on mobile phones then my particular ad in this particular campaign is going to show more than on computer so i can always decrease it for example do a bid adjustment on computer and that means i’m going to show my ads less so i can go ahead and do bit adjustments based on device that’s the cool thing of working right in google ads platform is you can make adjustments right here in the platform based on devices well you also have locations too so we mentioned that as one of the reasons why we want to use some of these tools and if i see a particular location i’m not interested in advertising well i can always select it and i can always just pause it or remove it so or i can change the bid adjustment on a location as well so i can make a lot of different changes right in the google ads platform for those seasoned in search advertising paid search advertising especially on google ads you can always use google ads editor all you need to do is just do a search for google ads editor you can download it so basically what google ads editor is it’s a it’s a tool it’s the software that you work your ca with your campaigns on locally so you’re making changes to your campaigns on your computer and basically when you’re done making changes you can always upload them to google ads to the account on google ads in the cloud so to speak so that’s the whole idea behind google ads editor it’s a great tool for you to use if you want to make household changes really quick for example i’m looking at an account with a bunch of campaigns so now if i click on one of those campaigns i could see the ad groups here okay so for example i just wanted to turn off all these ad groups i can just highlight them all and just click status enabled to pause and i can revert back if i want to okay so you can make household changes so here i could see the campaign the ad group level if i choose an ad group then i can see some key words and again i can make changes at nauseum here i can copy i can paste i can delete okay so i can make a lot of changes really quick right in google ads editor and that’s the whole point of editor is to go ahead and work locally while somebody else is working locally on the same account you could both be working simultaneously and being more efficient on getting things done in the campaign now if you are working with somebody else on the campaign you want to make sure that you get recent changes so if i say get recent changes to all campaigns what google editor is going to do is contact google ads in the cloud and download all those changes so here i can see the changes being download in editor from google ads and when it’s done it’s going to highlight all the changes that have been made and so once i’m done reviewing those changes i can go ahead and click done and now i know i have the recent latest changes in editor so now i can go ahead and continue to make some changes and when i’m done making changes i can go ahead and post them so that’s the beauty of google ads editor bing has a version facebook has a version it allows you to again go at the keyword level the ad group level okay you can look at ads itself and make changes to the ads okay you could do a lot of different things write an editor in fact you could do pretty much most of what you could do in google ads you can do in google ads editor and so that’s google ads editor to me i would recommend it if you’re experienced with google ads again it’s software you have to download it you’re going to use it on your computer as software but when you make changes all you need to do is post those changes or get recent changes that have been made on google ads and so that’s google editor ads editor in summary now let’s go back into google ads and talk about display advertising because display is a different network but the platform still the same and some of the same tools are available from the search network as well as for the display network right in google ads so if i want to take a look at a campaign and ad group on the display network i can just click on that ad group and i can look at the ads that are running for that particular ad group on the display network so here the difference being on the display network is you can use image ads on the search network you can only use text ads so here i can look at image ads and i can see how they’re performing in fact you could even go a step further and use responsive display ads so google has responsive display ads meaning it’s going to respond to what’s performing best okay and so now i can see clicks impressions click-through rate etc right on on my ads and extensions report in google ads platform now this happens to be retargeting campaign so if we click on audiences we’ll be able to see what audiences we’re targeting here okay so when this report loads when you run retargeting campaigns you’re targeting a specific audience and so we want to be able to see okay of the audiences we have set up what audience is performing best okay so here i can see a breakout by audience again i can see the same metrics i could see on the search side i could see clicks impressions click-through rate more importantly i want to be able to measure conversions okay so that’s the whole idea when you’re in these platforms and you’re paying for ads is you want to be able to measure against conversions and you can also measure against cost per conversion conversion rate okay so those are some key metrics to measure up against whether it’s audience keyword ad whatever the dimension is so here on the display network we can get a sense of demographics okay so unlike the search network the display network allows us to see demographic data and so now i could see an age breakout or an age range breakout that google provides us and i can see again based on the age range breakout which age range has the most clicks impressions etc including conversions so you also have the opportunity on the display network to add keywords you have the opportunity topics and you have the opportunity to see placements or run placements so here if i click on where ads have shown i can actually see where my ads have shown up for this display campaign and google ads allows you the ability to go ahead and you can exclude it from the ad group exclude a specific placement from a campaign so you could take action on a specific placement and i could see the type of placement whether it’s a mobile app whether it’s a site i can go ahead and see exactly where that placement was so that’s the placements report you have demographics you have audiences you have keywords you have all these different reports available to you on the google ads platform so before we jump over to social media paid search advertising i just want to remind you we do have you know a nice tutorial on google ads okay so take a look at the google ads tutorial we have set up on youtube okay if you search for google ads tutorial 2019 this is a good uh tutorial on everything related to google ads so check out this video because in today’s webinar we’re just mentioning tools across the board and if you are advertising on google ads as most people do then you could see just how powerful it is and all the different features that are available so take a look at the video it’s a nice complimentary video to this one this digital marketing tools and this will give you a nice and deeper insight into everything that’s available on google ads and if you have any tools or features on google ads whether it’s the search network or whether that’s the display network then feel free to comment below this video happy to hear your comments about what tools and reports and features you specifically use in google ads so let’s move into uh facebook ads manager and show you how the platform looks when you’re running ads on facebook so we can look at all the different tools and reports available here so here we can see if we’re in the facebook ads manager we could see our campaigns we could see our ad sets and we can see our ads so just like on google ads you have less side navigation so we can drill down so if we want to see ad sets for example we could just click on ad sets that are showing up in this particular account and here we can see we have two ad sets that are live so if i click on one of these ad sets i’ll be able to see an actual ad that’s running here and so for the actual ad that’s running i can then see the results of that ad and how it’s performing for example you know how many clicks it’s received what the reach is what the impressions are so impressions similar to google ads how many people are actually looking at the app and i can see the cost per click here at one dollar as an example and so now i can go in and i can go ahead and look at the ad performance and go ahead and change out that ad if it’s not performing to my expectation so if i click on more tools and then creatives i can just simply click on creators and then i can actually see the creators i actually have running for that campaign i selected so now i can see all the creatives that are running and i can see the results of those creatives so facebook ads manager also has uh reap different reporting so if i click on the reports pull down menu you can see here i could see some standard reports by add ad set age and gender and then i can see all reports here listed out by placement by placement and device time of day country etc so if we just look at age and gender we’ll be able to get a breakout age and gender here so you can see by campaign i’m looking at all campaigns here and i’m looking at just age and gender i can certainly deselect one of these and i can look at a specific time range so now i can see who’s looking at my ad specifically so here i could see 35 to 44 female i could see the reach impressions and how often they’re actually seeing my ad now this is key for facebook because if somebody’s seen your ad a lot they’re probably going to tune out to it so that’s what makes the frequency metric so important on facebook because then we can go ahead and you know turn off that particular age and gender if we needed to and we could see how much we spent so this just gives you some idea of the type of reporting that’s available in facebook ads manager now the great thing about facebook uh reporting in ads manager is you know i can group or ungroup uh my dimensions if i needed to i could change the view and arrange columns i can get rid of columns just as you would in google ads reporting very similar stature here so i have a lot of flexibility here on how i review the reports you know you got different metrics that you can pick and choose as well okay and you got lots of different flexibility when you’re looking at the reports on how your campaigns are performing now here i can pick and choose i can choose campaign ad set ads objective again i can choose different demographics so i have a lot of options available to me in terms of how i want to you know view the performance of my campaign view the performance of my ad set or my ad now remember if you’re in facebook you can always go in and edit the campaign you can edit the ad set remember in the ad set that’s where a lot of your decisions are going to be made including how you want to drive the traffic okay what your budget is okay you can basically choose your audience here so you’re going to be able to choose what type of campaign is going to be and based on the campaign you’re going to go ahead and choose the kind of audience you want to focus in on you’re going to be able to choose the location the age range the gender so all of this is going to be set up in the ad set or the campaign or the ad if you go ahead and edit it out remember you can do a b testing as well so you have a lot of different options and features available to you right in ads manager when you’re managing your paid search campaigns on facebook so if you want some more information about all the different features and tools and facebook ads manager check out the facebook ads tutorial 2019 uh webinar that we did earlier this year in addition you can also look at another one that we did on facebook called facebook advertising tips and strategies so that should give you some sense of everything related to facebook ads and how to take advantage of the facebook ads manager platform so if there’s anything on social that we may have missed or that you use feel free to add a comment below the video we’d love to hear your feedback okay let’s talk about some affiliate marketing tools let’s turn our attention affiliate marketing a lot of affiliate marketing platforms out there the number one probably is commission junction also known as cj they’re an affiliate platform they having a freemium model meaning you can have a free trial but basically you’re gonna have to move on and pay for the platform likewise for house offers you have volume you really when it comes to affiliate marketing a lot of platforms out there click inc hey when so a lot of these are brokers per se and when i say brokers like for example with cj you as a merchant or you as a publisher can get in touch with a merchant you as a merchant can get in touch with a publisher meaning cj helps bridge the gap between you finding somebody to build your network with okay so that’s what really affiliate marketing is and you really need a platform to kind of put it all together and it’s a lot a lot of affiliate marketing platforms we’re actually going to take a look at cj and go through some of the features in the platform here shortly but let’s just take a look at why we need these affiliate marketing tools well these affiliate marketing tools identify you know affiliates inflowers employees other advocates you want to partner with so again you could be on the merchant side you could be actually selling a product and you’re going to want somebody to help you sell that product somebody with a website who’s an influencer who drives a lot of traffic to their own site who you know does sell reputable brand etc so you need somebody to help you introduce you to these sites okay so cj and some of these other marketing platforms affiliate marketing platforms do that okay so these tools are there to do the introductions the brokering the relationship so the other benefit here is you can contract with affiliates and track the traffic and conversions well what do i mean by that well if you do use cj.com by no means am i only endorsing that platform there are plenty others out there but whatever platform you use you’re gonna want to be able to set up terms and conditions with that particular affiliate so you could set up with terms and conditions for say 10 off all sales as an example okay well you’re getting a platform that will help you broker that contract okay contract terms or program terms furthermore you’re gonna need a platform to help you track hey is this affiliate helping me drive traffic or is this affiliate driving traffic to my products and is this affiliate helping me sell so these platforms help you do just that okay so you can gain high website rankings with the help of your affiliate meaning that hey your affiliate can be promoting your product and if they’re promoting your product you have a chance to show up via paid search organic search off other websites so social so you have a lot of benefits to working with affiliate marketing in itself and the tools available will help you gain website rankings as one example we want to be able to track certain metrics okay so an affiliate marketing you have earnings per click epc as an example most platforms measure epc from a seven day period to a three month period okay you can also figure out what the actual cost per click is just like you do on say google search you can actually measure that in affiliate okay you want to eliminate fraudulent clicks impressions and conversions so any affiliate platform worth its weight is going to help you understand you know how many pressions and clicks and conversions you’re getting and help you manage that in terms of fraudulent clicks or hey if you’re getting a lot of impressions and no clicks that’s a problem too so these platforms are really built on helping you manage your relationship with the affiliate by offering up all sorts of reports and tools you know the other big benefit here to affiliate marketing tool is hey we can influence our customers throughout their buying journey so we could set up different promotions based on hey did somebody go to the website did somebody see our product does somebody click on our product did somebody go into the shopping cart with our product did somebody purchase our product so there’s all sorts of steps in the funnel so to speak and hey you can work with an affiliate a publisher to influence your customers throughout that purchasing funnel throughout that journey so let’s go ahead and log in here so when you log in like any other digital marketing tool any other platform you’re gonna have your own settings and whatnot so really the whole idea behind any affiliate marketing tool is really there to manage your publishers who do you want as a publisher who do you want selling your product you obviously want somebody who’s relevant somebody who’s going to be able to sell a product somebody who has a targeted audience that’s similar to yours okay so we go into cj.com we’re going to log in and here you can see a publisher’s link so we’re going to click on the publishers link and remember when you sign up publishers you have to have program terms and so if we click on publishers program terms we’re going to be able to see all the different program terms available so here we could see the different program turns we have set up for certain publishers so we just click on that we’ll be able to see that’s the default program term so remember you could set up your own program term for any publisher so as a best practice if you have publishers who are actually performing well who are selling your products maybe you want to offer them a little bit more on the commission side maybe you want to sweeten the deal maybe you know these guys these publishers get better program terms versus say other publishers who don’t and so here we can see the program terms basically you could see what the terms are the action and the different policies here so everything you need to do to manage that publisher in terms of payment is done under the program terms now if the program terms are met the publisher actually sells your products cj is the broker they’re the ones who are going to initiate the payment based on the program terms so be careful on the program terms you want to be able to set them appropriately cj has templates cj has some default program terms that you can use and offer up to different publishers so based on the program terms that’s how your publishers are going to get paid and so here you can have as many different program terms as you want there’s no limit here you want to be able to align and reward program terms again based on performance and so here we can see what publishers are under what program terms so again if your publisher is performing well sweeten the deal offer them a better program terms and so you can align publishers with different program terms and so that’s the whole the idea behind program terms is you want to be able to align publishers with that so when you sign up a publisher they’re going to get a line with a program term meaning what are they going to get paid for selling your product now if we want to manage by status instead of by program terms we could see all the different organizations we have in our network these are our publishers we’re the affiliate we’re the ones selling the product we want to know who’s selling who’s not selling and so we can look at all our publishers by program terms or by status okay so basically you can see here the term status whether it’s active or not earnings basically what they’ve sold over the last basically seven days or three months so you could look at basically how your publishers are performing just by clicking on manage by status here in cg.com so when you’re looking at reports in cj.com or really any other affiliate program you might see the acronym epc this stands for earnings per click actually it’s a little misleading it’s actually earnings per 100 clicks so basically cj calculates you know how much your publisher is actually making per click you know just like paid search we’re paying google x amount per click it’s the same thing here we can’t or these publishers can’t make any money if they don’t generate clicks so that’s why you have an epc model or metric so to speak so you can measure earnings per click cj does it over a seven day period and over a three month period so you could sort based on seven day or three month to see who’s earning the most per click in terms of publishers now you can select under publishers groups now you can group your publishers okay so if you have say a group of publishers in a specific region like the united states or india or if you’re just focused on the united states and say you have publishers in different states like texas california missouri arkansas well you can group those publishers into different groups and you can look at your different group names here so here we could see canada and so we have our publishers grouped into a group called canada why because they’re based in canada makes sense so you want to be able to organize your publishers because the whole idea behind affiliate marketing cj is you want to be able to get the best publishers available for your network and so as you get more publishers for your network you’ll be able to basically start grouping them where it makes sense now the example i gave you is by geography you could do by geography or you could do by publisher status meaning my best performing publishers go into a group if they’re in a group then they get aligned with a certain program term so you could group your publishers any way you want by status meaning they’re selling more these are our best performing publishers or by region or you know by promotion i mean how you group your publishers is totally up to you however take advantage of the option to create publisher groups because the whole idea again i’m going to repeat it is you want to get publishers you want to start building your base of publishers because the more publishers you have the more chance you are to sell your product remember if nobody clicks on your product then nobody’s going to buy your product so if you have publishers who are promoting your product for you then you have a good opportunity to sell it so the more publishers you have on board the better the opportunity so now once you have publishers you can start grouping these publishers accordingly to whatever makes sense it’s a business decision just know the options available in cj to group publishers let’s turn our attention to social media marketing tools social media always a great topic to talk about so we’re going to finish up all our digital marketing tools with social media we talked about seo paid competition affiliate email you know web analytics it’s just appropriate to finish up the social media because social media has so many tools available so many okay the first one i can think about here is hootsuite hootsuite is a great social media marketing tool to use okay it’s a freemium okay you can set up a free trial here you basically a base account and then uh you can use hootsuite to do a lot of things anything from setting up landing pages to actually publishing content to listening hootsuite to me is one of the most powerful social media marketing tools available you got buffer buffer is a paid version but you can actually set up a low cost or free account actually on buffer and then move to a paid account okay you got tweet decks been around a long time that is actually free and i would recommend tweetdeck and we’re going to take a look at that here in a couple minutes okay and then you got sprout social sprout social is another social marketing platform similar to hootsuite do a lot of reporting a lot of publishing you can a lot of listening and so we’re going to take a look at sprout chelsea today as well before we do that let’s go over why these tools are important to us from a social media perspective you’re pumping out a lot of content so you need to be able to smartly efficiently you know schedule and manage your post okay so you’re not just working likely with just one platform like facebook you’re probably on a number of different platforms depending on your business depending on your bandwidth depending on what you’re selling your products etc your audience obviously has a lot to do with it you know it could be instagram pinterest you want to be able to consolidate all that and manage it in one place and that’s what social media marketing tools do they allow you to manage everything in one place so if you could manage everything one place then these social media marketing platforms need to be able to make it easy for you to add and manage different accounts okay so a lot of them have the ability for you to add you know not just one twitter account but multiple twitter accounts and not just one social media platform but multiple social media platforms and a good social media marketing so worth its weight will help you monitor the results so monitor social media posts that help drive leads and sales in other words you’re going to have a lot of different metrics associated with each social media marketing platform okay which one is actually doing its job okay so you want to be able to easily manage these platforms applications and websites very efficiently okay so instead of having to log into each platform is log into one place get a sense of what’s been posted what the engagement is did they purchase etc and what you want to do is be able to individually customize every social media post across different platforms so it just makes it a lot easier to do that in the social media marketing tools okay you don’t want to send out a blanket message across different platforms you want to be able to go ahead and customize a post depending on what that post is depending on what the product is what time of day what target market what target audience so customization is a lot easier using these social media marketing tools you want to be able to engage with brand advocates so listening is a good thing with social media marketing tools using the listening functionality so you can actually see who is a brand advocate who’s not a brand advocate who’s an influencer who’s not an influencer and then of course you want to analyze the behavior of your audience and optimize individual posts on real-time data so if for example you post something using one of these social media marketing platforms and you see it go viral then you want to be able to react to that in real time so you’re going to be able to see that in real time on these social media marketing tools these platforms like sprout social and hootsuite and then you’re going to be able to react to that behavior and then of course monitoring website traffic and conversion rates that’s key we always want to monitor conversions based on our kpis our business goals so there are also a few important digital marketing tools that can help you in different ways okay so without further ado let’s jump in and take a look at what’s available in terms of social media marketing so just a quick reminder if you are running ads on facebook or you’re posting on facebook as an example or any platform in general that platform’s going to have its own metrics if you will so for example facebook has something called facebook insight so you’ll be able to actually see you know what’s been posted based on you know the last seven days in this example how many page views you’re getting engagements recent post so just to let you know yes you can go into any one of these platforms on its own and look at metrics just like you can do if you’re running facebook ads hey you can go right into facebook ads manager and view data there okay so the whole point here though on using a social media tool is that you can measure all that in one place so if we log into sprout social i can set up these accounts right into sprout social so i don’t have to log into twitter individually or facebook individually i can link them up all within sprout social and then i can go to reports just like i can with facebook insights and then once i’m in facebook excuse me once i’m in sprout social reporting then i can go ahead just like i can in facebook insights except it’s all right here for me i can jump into you know facebook and dig a little bit deeper as to what’s going on with my account so i don’t have to log into facebook directly i can see you know the impressions the engagement the clicks over a period of time i can see my audience growth i can see my publishing behavior how often my publishing i could see the top post individually i could see impressions by day you know a lot of this same material same information is already in facebook insights so if it’s available on facebook insights you know you’re definitely going to have it available in a tool like sprout social so you want to be able to just efficiently log in and jump from one platform to the other so here you know i can go to instagram you know and look at instagram data or i can look at twitter information so you want to be able to efficiently jump from one platform to the other using in this example sprout social now as i mentioned as part of one of the benefits of a social media tool is that you can publish content you want to be able to publish content because you want to be able to organize and schedule accordingly you don’t want to be submitting and publishing content right after one another okay you want to be able to spread it out efficiently and effectively and so here we could see you know we could publish and schedule content accordingly so all we have to do is click compose select a profile write whatever we need to do you can schedule it for tomorrow at a specific time and there you go voila scheduled so this is on twitter okay so you know we could choose another platform here it’s just that easy to schedule so you want to be able to schedule accordingly because again when you schedule something then you want to look at the behavior of it so it’s just as simple as going from publishing to reporting and then based on when something got published you could see the reaction of it and react to it so another thing here that i like about it’s about social hootsuite a lot of these other platforms do it really well you got listening tools so you can listen in on conversations that are being had for example uh mail delivery you know if we do mail delivery and twitter search we’ll be able to see what’s been tweeted about mail deliveries you know if that’s the business we’re in we can refine our search and choose a specific location or radius to hone in if we’re local okay so this is sprout social’s example of listening here let’s take a look at another example i’m in later.com so later very similar sprout social and that it does a lot of the same things you can actually schedule content on a particular platform and one thing i like about later here you can actually see it visually you can see a calendar and what’s been scheduled so i could see today i have scheduled something scheduled at 1 15 local time and again i have five profiles set up for this account so i can pick and choose the profile that i want to publish to so it just makes it that much easier and i can visually see it and that’s important so here i can click on media library so the one thing about later.com is that you know you have a library of images that potentially you can reuse so if i click on this image here okay i can get a sense of when it was used and i can view it on a calendar i can add label for it so that’s another benefit to later is that they have this media library here they have conversations so i can actually connect to a platform and listen in on conversations that are being had similar to the listening tool in sprout social and they have analytics so you can actually see right in later.com how your particular social media platform is performing so i can see it here over seven days i can see the number of followers have increased i can see the growth rate i can see the number of impressions that i’ve received okay so i want to be able to see how my particular platform’s performing over a period of time so i can look at reach a lot profile views website clicks okay so i can get a lot of good insights here right in the analytics platform later you can look at specific post performance so if we posted something i could see basically how many likes it received how many comments impressions the reach and then if i wanted to i can click on details and get more specific information on it engagement rate okay discovery actions comments saves etc so later.com goes into some nice detail about post performance they even have date on hashtags so if you use an hashtag you can actually see how many times the hashtags been used or saved how many impressions it’s received okay so they really go into some nice detail here about how your post and how your accounts are performing and here’s a tool i really like i’ve been using for a long time and that’s tweetdeck so what tweetdeck does is connect with your twitter account so you can see in a different visual so to speak of how your twitter account looks in terms of your feed here i can see this is my feed here okay i can see some notifications i can see specific messages then on this column i can see activity okay so i can add different columns here if i wanted to and basically by adding columns you could see i can look for what’s trending as an example so i’m going to add in a column that says trending and so now i can go in and see okay these are all the different things that are trending on twitter so you can actually add a column and pay attention to something really specific okay so for example search okay so right now i have men’s health but i could type in let’s just say world cup okay so i can see the you got the cricut world cup you got you know the soccer football world cup going on so you know we could pick a particular topic to follow if we wanted to so again here i’m following men’s health so i can now see you know everything that’s been posted on men’s health now if i click on for example one of these hashtags here that’s trending i can actually see who’s tagging or using that friday feeling in their tweets and so the whole idea behind you know tweetdeck it serves up a interesting overview so to speak of not only your account but you know a specific topic or what’s trending or you know other things that are being said so if you really want to pay attention to your brand or something really specific like you know your competitors or a specific product then you can just do a search on that and so that’s the great thing about tweak deck it allows you to kind of just look and listen in on everything going on in twitter now we do have a good video out here on youtube how to start social media marketing so if you haven’t had a chance to look at it take a look it goes over some of these tools that we cover today like sprout social later.com you know facebook insights so it does cover in more detail some of what we covered on these social media marketing tools so take a look at how to start social media marketing so we covered a lot of different marketing tools digital marketing tools everything from seo to email to social to paid to affiliate to competitor but there’s also a few other digital marketing tools that you can use in different ways like video seo for example so vid iq you know we want to use vid iq to get a good sense of how particular video is performing so here if we go into youtube you can see vid iq is a browser extension or browser a plug-in if you will so i can go and take a look at a specific a specific video and see how many hours it’s been watched how many views minutes watch subscribers etc you know the great thing here i can look at the entire entire account so i can get good insights into my video or my entire account here just by adding in the vid iq extension into my chrome browser so vid iq actually does give you some really really good insights into not only your account but the video and so recommend vid iq because it’s good for video seo okay there’s also tools related to content optimization so you know if you’re doing seo and you have a lot of content on your site well you know what we want to be able to use a tool maybe a third-party tool to give some objective reasoning as to what more we can be doing so you got tools like seo site checkup or site analyzer these are pay tools but you know if you’re really heavily invested in seo then they may pay dividends for you you want to be able to make sure your content is fully optimized to the fullest according to you know google’s algorithms and so you maybe you know want to invest in that third-party tool so these are good tools to use for content optimization you know there’s also other key reddit but you know there’s keyboard planner uh in google there’s also a word stream there’s a lot of different keyword tools out there so you may not have a google ads platform and so if you don’t have google ads then you may not be able to gain access to google’s keyword planner so having a third party keyword tool will pay dividends well because those dividends pay off in the form of not only pay-per-click but also seo and if you’re heavily invested in content heavily invested in social then you may want to take a look at the keyword tool keyword it and it’s primarily used for reddit we talk about page load time so we looked at that in google analytics we know that it heavily impacts seo so there are other tools available you got a third party tool here that’s free solarwinds pingdom you actually have page speed insights by google so these are free tools that you could take advantage of in determining how you can improve your page load time my favorite topic conversion rate optimization so you got a couple in here crazy egg and target okay so i’m gonna show you another tool called hot jar so here if you log into hotshot.com you can set up an account it’s actually free and with the free account you can have hotjar measure the heat map not only the heat map but the click mapping the scrolling of a particular page and so here you can see we’re looking at a particular page here so hotjar allows me to you know see on that page where people are clicking um i can also see where people are moving i can also see you know the scrolling of a particular page okay so you can see here on the page i could see people are moving over here to the right that’s where they’re clicking mostly if i switch over to move mode then i can see on that particular page where people are actually moving their mouse and then i have my scroll analysis so i could see you know how far down people actually scroll on the page and so again with a paid account you can measure up to 10 000 page views with the free version you can measure up to 2 000 pages and so 2 000 page use allows you to get some insight as to what people are clicking on or where they’re moving or how they’re scrolling on a particular page and so i definitely recommend hot jar they also do funneling they also do forms polls lots of other tools available in hotjar so hotjar.com is a tool i would recommend as well so one final tool and i’d be remiss if i didn’t mention it and that’s google optimized so google optimize is a google platform that allows you to a b test and so a b testing means that you have an original page and you’re changing one element on that page to see which one performs better and so with google optimize it’s just very easy to set up to run and the whole point of google optimize and a b testing is to improve website performance so here you can see i have an account set up and optimized you can see we’re running one test here and we’re just testing one element versus the original so we move photos to the top of the page the original didn’t have the photos to the top of the page and so we can go into reporting here google optimize does all the heavy lifting and so here you can see we can look at bounces or we can look at you know basically a measure the test up against the metric that’s important to our business and again the whole point is to improve website performance and so definitely take a look at google optimize we’ll have another webinar in the future on the topic but you know to me google optimize is free you can run up to five tests okay and if you can run up to five different tests and that means you have the ability to really improve website performance okay so google optimize is a tool that i would recommend today we’re going to talk about why you would want to rank using seo and seo is search engine optimization also known as organic search you also may as hear us say organic listings where we’re going to talk a little bit about why you’d want to rank your website in organic search okay what is search engine optimization then we’re going to follow that up with how does google rank websites so why does it rank one website over another and how do we get our website to rank number one then we’re going to talk about the different types of seo or search engine optimization techniques so you can get your website ranked number one and then we’re gonna finish that off with the do’s and don’ts of seo so let’s get right to it and talk about why seo so we’re gonna use a basic example and let’s just say you have a blog you’re a food blogger you’re passionate about food and your niche is ice cream and let’s just say you have a lot of ice cream recipes you want to get traffic to your blog you want people to read your blog and you’re curious why am i not ranking for my blog why when people type in ice cream recipes and say google my blog posts don’t appear at the top of organic rankings and there’s a number of reasons why you wouldn’t be ranked for your blog post or your ice cream recipes and the main reason would be your competitors so there could be somebody else out there who is also passionate about ice cream and has been blogging a longer longer than you when they have more content and more blog posts and more pages for google to rank so that’s usually the number one reason the other reason is improper usage of keywords and we’re going to talk a little bit or it’s actually a lot more about you know keyword usage in your content so what kind of keywords do you want to rank for that’s really what we’re talking about when we talk about usage of keywords what keywords do you want to rank for and how do we work those keywords into the content another reason is port link building practices and really that means our other blog posts or other websites linking to you also are you linking to other pages on your website and so it’s all about link building and with link building it’s internal linking so are we linking from one blog post to another and it’s external linking are other websites of high quality linking to us and so that’s what we talk about when we talk about link building and then another reason is web page load time so you could be running your blog post on say wordpress for example and your blog post isn’t loading fast enough well if you look at it this way think about it if you’re google would you really want to rank a website or blog post in this example number one on google rankings if that particular page loaded very slow no you wouldn’t because when somebody clicked on that link in organic search and went to your website they’re going to have a bad experience because the page is going to load slow so google doesn’t want their users to have a bad experience you don’t want your users to have a bad experience and so that’s why web page load time is a critical factor for ranking so we need to make sure that our web pages load fast and then your user experience is not good enough so google again based on my example about the web page load time google wants people to have a good experience when they go from their search engine to your website and there’s a lot at play there specifically web page load time but also you know google doesn’t want any spam content google doesn’t want any pop-ups or overbearing ads on the web page they want people to are searching for something in particular let’s just say ice cream recipes and they want to find a relevant website that has ice cream recipes they want to be able to click on that link and read some good content about ice cream recipes it’s that simple and that’s really what google’s trying to create in their environment and that’s you as an end user as a website owner you want your users to have a good experience and then last but not least your website is de-indexed by mistake and really what we mean is the indexed is google needs to be able to index all the pages on your website so if you have a blog with a hundred recipes you want google to have access to all 100 recipes so we’re going to talk a little bit later about how to get your pages ranked or indexed on google organic search so let’s move on to what is seo so sticking with our ice cream blog theme really seo search engine optimization really is the practice of increasing your pages that google has indexed up the rankings so the end result is we want all our pages to be ranked number one for particular keywords so if you want to be ranked for ice cream recipes well there’s certain things you need to do so that’s generally how it works we need to apply search engine optimization to increase a page for keyword we want to be found for so let me give you an example so let’s just say there’s a hundred students that participated in an essay competition and so the competition in this particular case is evaluated on the basis of is the content relevant are they using suitable titles for their essay do they have structure when they’re participating in this essay or talking about the essay and do they have a suitable synopsis and is the content neat and readable these seem all logical for an essay competition well guess what they seem logical for seo because that’s exactly how seo works it’s exactly all those points i just made mention about structure logic readability organization title all those things are what’s important in seo and so we need relevant content we need titles for our pages google needs to be able to see structure we need to have synopsis of what the page is about and that’s called a meta description and then again the content needs to be readable and that’s important and so in order to be readable again we’re going to talk more about site speed because site speed’s important okay and when we talk about responsive design when i say response to design that means your site your page needs a load both on desktop and also on mobile and so all these things are important just like an essay competition google is the judge and they need to be able to determine what page is best to rank number one number two number three etc on google search and then link building remember i mentioned link building a moment ago well link building internally and externally also plays a vital role and so we’re going to talk about that a little bit later in the class when we talk about off-page seo how does google rank website and basically google follows three basic steps to rank a website they need to crawl your website they need to take what they call back to their servers and when they take it back to their servers your web pages they need to you have them available for indexing so when somebody actually types in a keyword into google.com it’ll be available to be found on organic search so that’s what indexing is all about and then google’s job when somebody does type in a search query is to basically rank the those pages that they’ve indexed from number one to infinity depending on how many pages are relevant to that search query so really it’s about crawling indexing and ranking so crawling is simply a process done by which google has bots and what these bots do is they go to your web server and they’re going to crawl every page that they can find and how do they find these pages well they basically follow links you might have heard the term spydering but that’s what they call search engine spidering so basically what google’s doing is they’re building a web so to speak all the links that they’re following and so when they can follow all these links on your website they’re going to be able to crawl them and when they crawl them basically they’re going to take that content and store it on their servers so it’s available in their index so based on this method google finds out which websites have relevant content and which ones don’t based on certain keywords that are typed into google because if they can’t crawl your website you’re not going to be found and if you can’t be found they’re not going to show up for relevant keywords so we need to make sure your site’s available to be crawled and we’ll talk about that a little bit later okay but let’s show you an example so let’s just go to google search and if i type in the keyword simply learn okay i could see i have one million ten thousand results okay and that’s how many results are showing up for simply learn okay now they may not all be simply learned pages but nonetheless simply learned is ranked number one here organically and there are 1 million 10 000 pages related to the keyword simply learn now when it comes to organic search we don’t want to get it confused with paid search so anytime you see paid search you’re going to see something that says add next to it okay so we could see that there are paid ads here but when it comes to organic search those are generally below paid ads and so that’s where google counts the 1 million 10 000 results and so that’s the whole idea behind crawling and indexing google is able to cross simply learn’s website and based on all the pages that they gather they’re going to make those pages available in organic search so if you type in a keyword and your web page is not available for indexing then you’re never going to show up for that keyword so that’s why it’s important to make sure your website is available for crawling and indexing and so when a user types a query on search google search the most relevant websites that are in google’s index are going appear in the search results so in the example i gave was simply learn well simply learn is the brand name of the company simply learn

so there’s a lot of relevancy there so that’s why you see simply learn show up here organically number one like we mentioned about what is seo and why seo we talked about that user experience so there’s a lot of factors that go into ranking relevancy being one of them so in the simply learn example simply learn is relevant to a lot of the simply learned pages because that’s who they are simply learn however simply learn also needs to make sure that you know for their pages the page load time is fast meaning these pages load very fast for the end user and google also takes into account other factors like how long someone is staying on a website or are they bouncing meaning are they going to one page that they land on and then leaving the website okay and so the user experience is very very important there are other factors also like language and location and so for example location if you do a search say in india the results are going to be a little bit different than say the results in the united states why because google is indexing as many web pages as they can find so if somebody’s doing a search in india their results may be a little bit different than the results show up in the us because google has different bots and these bots are crawling different pages at different times and so google’s index is updating continuously but it’s not real time syncing so if you do a search in india you may not see exactly the same thing because both search engines the google and india and the google in the us are may not be exactly synced up so an example would be you know if you’re looking for cafe so if you search a cafe and say san francisco you’re going to see different results now if you do a search for cafes in mumbai you’re going to see different results there’s going to be local search here at the top there may be some paid search but again you may see different results because one location but two google search engines in india and united states google.com aren’t exactly synced up exactly at the same exact time you do that search so location is important language is important and relevancy is important along with user experience so all those are important factors in how google ranks websites okay so we’re going to talk about the types of seo now so if we want to rank for a particular keyword on google we’re going to have to apply search engine optimization and so there’s two strategies to search engine optimization on-page seo and off-page seo so first we’re going to talk about on-page seo so on-page seo is nothing more than optimizing your own website and so when we say optimizing your own website there’s certain elements on your website and on your web pages that we need to take into account and so some of those elements are headers meta descriptions title tags linking so all of those elements are something we can control as an end user who wants to rank our web page and our website on google and before we do anything with our website the first thing we need to do is understand what keywords we want to rank for in order to understand what keywords we want to rank for we need to do keyword research and if you do anything in seo keyword research is the most important activity that’s the most important thing you can do for seo and why do i say it’s the most important because you need to understand if you choose a keyword that you want to rank for you need to understand how much traffic you’re going to get from that keyword if you’re ranked organically say number one on google so how much traffic will you get if you’re ranked number one on google so you need to understand what the volume is and then number two we need to understand what the competition is for that keyword that you want to rank for so if you choose a keyword and there’s not much competition for it then chances are you can rank for that keyword for a web page on your website quicker than say a keyword that has a lot of competition so we need to understand those two basic factors volume and competition before we choose a keyword and it’s it’s simply the practice of going through the motions of getting your volume and getting your competition data so you can choose the keywords you want and then once you choose the keywords you want then you can go and apply on page seo you can change the title tag the meta descriptions the headers all those elements can be changed but first you need to choose your keywords and so again the primary components we’re looking for are how much traffic you can get or the search volume how much competition there is for that keyword and of course relevancy okay you need to be able to choose a keyword that’s relevant to the web page you’re trying to rank for and so let me show you example how to go through this so the first thing we want to do is we want to use a tool and the tool i would recommend is google keyword planner and why do i choose google keyword planner because if we’re trying to rank on google.com or google search engine we want to be able to get the data right from the source so google’s going to be able to give us information about how much volume a keyword has and how much competition it has so let me show you an example so if i want to use google’s keyword planner and i want to rank for the keyword how to become a digital marketing specialist then i’m going to type that keyword into google’s keyword planner and what google is going to do is they’re going to give me some trends about how much volume this particular keyword gets over the course of a year and so for that particular keyword i can see that there are trends that that appear for both desktop and mobile so mobile is important because people start their search process a lot of times on their mobile device so we want to be able to get data from mobile as well as desktop and so we could see a trend here that for each particular month over the last 12 months we can see how much volume this particular keyword how to become a digital marketing specialist gets per month and so on average on average over the past 12 months i could see how to become a digital marketing specialist is averages 30 searches a month and this is on google.com and so google gives us the volume what they also give us is the competition and so here i can see google says for that particular keyword the competition is medium and so in the google’s keyword planner what they also do is give me other relevant keywords that i might think about optimizing for because you don’t want to optimize for just one keyword so how to become a digital marketing specialist they’re going to also offer up other types of keywords that are relevant so just digital marketing specialist social media marketing specialist so for those keywords i can see the volume so for example digital marketing specialist i can see the average volume is 1 000 per month on average of the last 12 months i can also see the competition is medium but for some other keywords i can see the search volume being high like digital marketing course at 2 900 per month but also the competition is high and so what i would recommend as a best practice is to collect all your relevant keywords okay and put all your relevant keywords in a spreadsheet and when you put all these relevant keywords in a spreadsheet you want to get the data on those keywords and the data i’m referring to is the volume and competition so in this case we have volume from google planner google’s keyword planner and i have competition from google’s keyword planner and so if i go into a spreadsheet and i put all that information in here i’m going to be able to see the volume and competition and so that’s important however one thing to note here is that google’s keyword planner if we go back just gives us low medium and high and if i want to compare numbers to numbers maybe i want to be able to get exactly the competition number for the keyword how to become a digital marketing specialist what i can do is go into google and i can type in that keyword so if i type in the keyword how to become a digital marketing specialist i can see there’s 76 million results so i could see 76 million results 76.1 actually and for the keyword how to become a digital marketing specialist now that’s a whole lot of results for this particular keyword especially when the volume is only 30 uh per month on average and so what i want to do is get a more clear picture of the competition and so what you could actually do is type in the syntax all in title and then colon and then your keyword how to become a digital marketing specialist and when i do that i get a different result here i can see only 136 listings for how to become a digital marketing specialist but that’s not just 136 that’s 136 with that particular keyword that we want to rank for in the title tag okay so the title tag is what you see when you type in a keyword or search query in google search and the title tag is what you see at the top of every search result and so now i can see i typed in how to become a digital marketing specialist with the all in title syntax and now i can see every listing every one of these 136 results have that particular keyword in it so i could see every one of them how to become a digital marketing specialist and why is that important because now that tells me i only need to climb over 136 listings to rank for that keyword how to become a digital marketing specialist and so the idea here is you want to get your volume from google’s keyword planner but you want to get your competition from google search and again that’s simply typing in the the syntax call and title and then your keyword in this example how to become a digital marketing specialist once you get those two numbers you’re going to plug them in to your spreadsheet and then once you do that for number of different keyword queries and these keyword queries again have to be relevant once you do that then you can go in and pick the keywords you want to optimize for and that’s important because again if you’re not sure about a keyword then you want to do the keyword research so you can be sure of how much traffic you can get and how much competition there is those are two important three important factors in starting the process for on-page seo so again you want to create content for say a keyword like digital marketing but digital marketing may seem a little bit broad so you want to probably stay away from broader keywords because broader keywords tend to have a lot of volume which is great but they may also tend to have a lot of competition but that’s the whole point of doing the keyword research maybe it doesn’t maybe there’s more volume than competition that’s what you need to find out when you do the keyword research you need to find those keywords that are relevant to your content that have a lot of volume and low competition and then once we identify those keywords then we are free to go in and start optimizing our web pages for those keywords and the first place we want to start is the title tag so if you remember my example going back here to our search how to become a digital marketing specialist we saw that every one of these listings had that keyword in the title tag and the title tag is important because that’s what users who use google search see first when they type in a query and get results so they’re going to see the title tag so the title tag is the most important element for on-page seo it’s the most important factor because that’s what people see and so ideally when we choose our keyword we want to make sure that keyword is in the title tag because that’s what shows up in google search and that’s what makes that particular web page relevant for that keyword query so the idea behind a title tag it’s between 50 and 60 characters and so we want to make sure we stay within that limit no more than 60 characters because what happens if it’s beyond that then google will truncate the title tag so if i go back to my search you can see here on this particular title tag google truncated it meaning they added the ellipses after the title tag because it exceeded the 60 character limit so you want to stay within those character counts and so the title tag is the first place you should start when optimizing your website because when we have the right keyword in the title tag and somebody types in that keyword then chances are it’s going to be relevant they’re going to see it and they’re going to click through to your website and that’s the whole idea behind ranking we want to get clicks so that’s how the title tag appears so when you optimize it you’re going to update the title tag and this is how it shows up it’s going to show up at the top of your listing okay and it’s going to be bigger and bolder than anything else google displays so the second thing you want to optimize is the meta description and the meta description is simply just a brief description up to 155 i would say about 155 to 60 160 characters but probably no more than that and so the meta description is nothing more than a summary of the web page itself so if i go back to my google search results i see my title tag and i see the page that this particular listing belongs to and underneath that is where i can see my meta description so in this particular keyword query how to become a digital marketing specialist i see the meta description an ultimate guide on how to build a career in digital marketing and the skills required to become a digital marketing specialist note that it’s a well-written meta description within 155 characters and it includes the keyword digital marketing specialist so we’re trying to rank for how to become a digital marketing specialist and here you can see become a digital marketing specialist so there’s a lot of relevancy between not only the title tag and the keyword but the meta description in the keyword so when you’re optimizing a keyword you want to start with the title tag but you also want to update the meta description because if you don’t update the meta description and you leave the meta description blank then you’re leaving it to google to add in copy that they deem relevant and so for on-page seo we want to take control of the copy and we want to optimize it for the keywords we want to be found for so the meta description is a powerful tool at our disposal it gives us more characters to work with it gives us more to talk about so for that particular page and so if the title tag is only 60 characters maximum it’s not a lot of information to try and get somebody to click so the meta description helps us in identifying what that page is about in order to get the click so the two working in tandem will hopefully increase your click-through rates so when you’re found organically we want to get the click and then the third element that’s important is the url and url stands for uniform resource locator and why is the url so important because that’s what people see so if i go back to my search result how to become a digital marketing specialist notice that the url also includes how to become a digital marketing specialist article okay so it’s very relevant the url is very relevant one we can see it in the search results but two you know it’s relevant to the keyword query and that’s important for the end user and google google wants to know hey is this the page that’s relevant to the user’s query and if it is then this user is likely going to have a good x user experience after they click on the listing so the url is an element that helps not only with the click-through rate but with ranking and having a poor url structure doesn’t help at all because not only does google not recognize the url as being relevant but the end user may not want to click on that page given the the way the url looks so you want to try and avoid a poor url structure so the rule of thumb is this if you don’t understand what the url is then google is likely not going to understand what the url is and so we want to try and keep our url structures clean and when i say clean ideally you want to make sure that whatever keywords you’re trying to optimize that’s the keyword that’s included in the url nothing included that is not understandable so again going back to our example how to become a digital marketing specialist it’s very clean the title tag is the keyword the meta description is cleanly written has the keyword and then the url is the other element that the end user can see and that url includes the keyword in it so after we’ve done those three elements the title tag the meta description and the url then we want to start optimizing the page itself so ideally when we say optimize the page itself the page remember needs to be structured and when we say structured it needs to be structured in terms of you know headers and subheaders and organized in a manner in which the end user can read the article read the content clearly and concisely without being confused and so that’s the job of headers they add they add basically an organizational structure to the content and with headers there’s a hierarchy so you have anywhere from h1 which is the top of the hierarchy to an h6 and so you’re free to use any one of those headers when building out a page in order to organize the content but ideally you probably want to stick with an h1 or an h2 because those are at the top of the hierarchy and what those do is they actually stress to google that hey this header with this particular keyword in it is important so if you use an h6 with the keyword in it it’s telling google hey this is an h6 but it’s not as important so an h1 and an h2 tag show importance and so let’s look at an example of what that is so here you can see an h1 is going to be at the top of the hierarchy so that means it’s going to be bigger and bolder then you have an h2 which is going to be bigger and bolder than an h3 but not as big and bold as an h2 so with headers not only are you organizing the content accordingly but you’re also signaling to google how important that particular header is and of course the header needs to include the keyword we’re trying to rank for so let’s take a look again at that example so if we go to how to become a digital marketing specialist if i click on that page i can look at the content and i can see that there are headers in here so the headers are there to organize the content and that’s what we want we want to be able to organize the content and if you look at the other example i’m showing here how to become a digital marketing specialist learning path explored you can see that’s an h1 but below it’s a subheader the growing digital marketing job market so that’s an h2 and so we’re not stressing to google that that’s more important than h1 but nonetheless we’re stressing at google that it’s important nonetheless so we want to be able to use headers we want to be able to use keywords in our headers in order to stress to google what’s important and also to organize the content because google likes content organized okay the next element we want to focus on is internal linking and so internal linking if you remember earlier in the presentation is basically links from one page on your website to another and so here we can see on this particular article how to become a digital marketing specialist there’s also links to other pages on simply learn’s website and so for this particular content it also links to seo specialist ppc specialist social media marketing specialist and digital marketing specialist so the whole idea behind internal linking is to link from one page to another where it’s relevant and in this case it’s relevant because we’re talking about how to become a digital marketing specialist that’s what the whole content is about and so what simply learns doing here is offering up other pages on their website that are relevant to becoming a digital marketing specialist and so this is a best practice when you’re optimizing a web page so you want to be able to have internal linking on your site and the whole idea behind internal linking is it also allows users to navigate through the site naturally so when i say naturally they don’t always have to refer back to the top navigation they can naturally and seamlessly go from one relevant article or page to another and so that’s the whole idea behind link building and internal link building it allows google to identify you know pages that they want to crawl and index because they’re linked to one another but it also helps the end user because it allows the end user to go from one page to another and it’s signaling to google hey this particular page is linked to this page so we’re going to also index that page and so that’s the whole important part of internal linking it’s about the end user experience and it’s about allowing google to find the pages on your website so they can crawl them and index them so you can be ranked for them and so also in addition to internal linking we want to be able to use natural language and so what do i mean by natural language or natural language processing so what google does is in terms of natural language processing they’re looking for the content and the keyword it needs to be relevant so when your website is about digital marketing you don’t necessarily want to rank or try to rank for the keyword digital marketing one it’s too broad two there might be some competition but three you’re probably not going to write something as broad like digital marketing so ideally what you want to do is you want to choose other relevant related keywords that’s going to be more natural and so that’s what we mean on natural language processing we want to choose keywords that are more natural to the content you’re writing so instead of the keyword digital marketing maybe we want to talk about the types of digital marketing or digital marketing examples or what is a digital marketing strategy or how to become a digital marketing specialist so those are all relevant keywords to digital marketing and more relevant to the content because if you try to rank for the keyword digital marketing again it’s probably going to be a little bit broad probably more competition and not as relevant to your content and as a result probably not a good user experience so think about some other keywords that you could optimize and rank for and that goes back to the keyword research that’s why the keyword research is so important because it allows us to identify other key words in the natural language process what keywords are more relevant for the content and then another element on page seo is the sitemap and so with the sitemap it’s basically a list of all the pages on your website and the whole idea of listing all the pages on your website in one document is it helps both users and search engines understand the structure of your website so there do two types of sitemaps one is an html map and that’s designed for humans so if you have a website with a lot of content at the footer or the bottom of your web page you probably want to have a link to sitemap so if somebody clicks on that site map they’re going to be able to see all the pages on your website structured in an organized manner well an xml sitemap and xml is just a different format it’s designed for crawlers and so the whole idea remember is google likes to crawl content when they crawl content they bring it back to their servers and index it and so we want to be able to create a site map for google or other search engine crawlers and so xml is the format so let me show you example of how that looks so if i go to simplylearn.com and simply type in say sitemap.xml just as an example i’m going to get this particular page and this particular page displays two xml sitemaps so these sitemaps are there for google to go ahead and crawl and nothing more than a list of all the pages on your website and so this is a quick and easy way for google to get a hold of all those pages so that they can index them and that’s the whole idea behind seo you want to be able to have google index all the content you want to be found for for the keywords you want to be found for so it all starts with the sitemap so let’s go from on-page seo which in recap is basically optimizing certain elements on your website so that you are relevant for a particular keyword and that meant updating the title tag the meta description the url the headers choosing the right keywords to put into the content having internal linking and also updating the sitemap well those are elements that you can do on your website so we’re gonna switch gears and talk about a different strategy off page seo because without on page or off page you can’t have a page ranking so the two work together so you can do as much as you want on on page but you still need off page seo and you could do all the off page seo you want but you still need on page so both of these strategies have to be in full effect in order for you to rank so let’s now switch gears to off page seo and so off-page seo is simply the process of linking or promoting your website using link building and so if you remember i talked about this earlier on there’s two types of links internal and external linking and so for on-page seo we used internal linking for off-page seo we’re going to talk about external linking and external linking allows us to improve our website’s recognition or relevancy or credibility and why do we want to improve our relevancy and credibility and trustworthiness and authority because we want google to know that our web page is trustworthy it is recognized by other websites and it is relevant for a particular keyword and so if we can do that using off page seo methods then google’s going to rank our web page for the keyword we want to be found for so it’s really off page seo is synonymous with link building and there’s plenty of opportunities to do link building it just comes down to creating a strategy so again some of the benefits to off page well we talked about you know being credible and trustworthiness and relevant we need to do that in order to rank but there’s some other benefits there so if we have a link on another credible website then it’s likely going to increase the traffic to our own website it also creates high domain authority and so what i mean by high domain authority is if we have basically links to other web pages pointing back to us then basically our domain authority is going to improve and when our domain authority improves other websites are going to want to link to us so the higher authoritative we are for our website then other web pages are going to want to link to us and so the more external linking we have the higher the domain authority so it all starts with linking to other high domain authority websites so linking to a high domain authority website for example having a link on wikipedia that points back to our web page creates high domain authority for us and it helps drive traffic so some of the other benefits of off-page seo are credibility so if we’re linking from wikipedia to our web page it does create credibility for us it also helps us increase our page rank so remember that external linking helps build domain authority helps build credibility trustworthiness and it’s going to in turn help us rank for that particular page and then certainly not last having a good off-page seo link building strategy increases our brand awareness because if we’re on other high authority websites wikipedia or say a social platform it’s going to increase our brand awareness and increasing our brand awareness increases our trustworthiness and so if somebody is looking to say become a digital marketing specialist then likely instead of typing in digital marketing specialists on google they may type in our brand name in this case simply learn and so these are all the benefits to off-page seo so it’s nothing more than having links on other websites that are pointing back to ours and again there’s lots of benefits its drives helps drive traffic and increases our authority so those are things that we want to take advantage of when we want to rank and the key behind off off-page seo or link building is always going to be content so from an on-page seo perspective having quality content allows that content to be optimized for relevant keyword and ranked but also from an off-page seo strategy having high quality content allows us to have other sites and it doesn’t necessarily have to be a website it could be a social platform or can be another blogging platform or blogging website link back to ours why because the content is original it’s natural it’s well structured it reads well and so that’s the whole idea behind off page you can’t have links on other websites if you don’t have quality content so one of the ideas behind off-page seo is not only do you want to create good content but you probably want to spend a lot of time or a bit of time on others websites so remember the example i used earlier in this presentation about having an ice cream blog and ice cream recipes well it probably wouldn’t be a bad idea to say spend some time on other blogs related to desserts related to cakes related to food in general related to vegetables or other items that people could link from so the whole idea is understanding who else is out there who has relevant content that you could share so you can share your content with them they can share their content with you and generally that’s how it works naturally anyway in the web sphere if somebody likes your content they’re going to link to it they don’t necessarily have to wait for you to ask them but it might not be a bad idea to understand who else is out there that has content similar to yours so that you can you know get a link on that particular website or blog post and so some other ideas behind having external links pointing back to your website is social media so social media is not just facebook or twitter but it expands beyond that there’s there’s core there’s medium there’s all sorts of content generated websites like reddit so the list goes on and on you just need to find what’s relevant for your content if it’s relevant for your content then it’s worth putting or trying to get the external link on that social media platform and then again going back to my ice cream blog recipes blog post yeah if you find a particular blog that you want to have an external link on there’s nothing wrong with reaching out to that particular blogger you know in some cases very flattering but in other cases if the content is relevant then why not it’s only going to help your end user experience if you add somebody who has a say a blog about cakes having their link on your blog post so there’s nothing wrong with it because it also adds to the user experience and if you’re going to ask somebody to put an external link on theirs you might want to be open-minded and make sure that you’re are able and willing to put an external link on your blog post or website pointing to their content that’s how the web works especially if the contents are quality relevant and of good nature okay so let’s move on and finish up with the do’s and don’ts of seo so we talked a lot about why seo what is seo you know how do we rank for seo what is on page seo what is off page seo and so let’s just wrap up with some of the things you again want to do to rank your page for a particular keyword and some of the things you don’t want to do so the first thing on the list is optimize for white hat techniques and what i mean for opting in for white hat techniques is basically everything i just mentioned today you want to do keyword research you want to choose a natural language processing form format so you could choose keywords that are going to be relevant natural to the content and you don’t want to opt for black cat techniques and black hat techniques are probably not even worth going into detail but one example is choosing a keyword arbitrarily like say digital marketing and just stuffing that keyword into the content so that’s probably not something you want to do because again it’s not going to be good for the end user so stay away from black hat and focus on some of the techniques we talked about in today’s presentation the other do we want to do is get backlinks from relevant sites so that’s off-page seo again it’s what i mentioned earlier it’s about linking your quality content to another person’s website that also has quality content we don’t want to have a backlink from an irrelevant site why because it’s not going to be relevant and it’s also going to hurt our authority because if it’s on a site that’s not of good quality then google is going to look at us and say well this site is linking to your site but it’s not relevant so therefore you know we’re not going to look at you in the same way as if you were on a quality website we do want to use our keywords naturally because title tags are what people see first on organic search but you don’t want to use the same title tag on every page of your website so we want to stay away from doing that so you want to have a unique title tag for every web page on your website and ideally what does that mean that means using our keyword research to choose one or two keywords for page and optimizing your web page for those one to two keywords so you ideally what you want to do is have one or two different keywords for every page on your website we definitely definitely definitely want to write engaging content so the content should be engaging remember user experience we want users to stay on our website we want them to enjoy the content that they’re reading and we want them to go from one page to another naturally we definitely don’t want to leverage or plagiarize or just copy content from others websites because it’s not one probably going to be relevant to what you’re writing about two it’s duplicate content and it’s somebody else’s so that’s a black cat technique we want to stay away from i can’t emphasize this enough we need to do keyword research first before you do anything else you need to find relevant keywords and not only that you need to understand the volume and the competition for each of those keywords okay you don’t want to choose a keyword that has low volume high competition you want to choose a keyword that has high volume low competition but above all you want to choose keywords that are relevant to your content we want to avoid keyword stuffing so don’t take a keyword and just stuff it everywhere on the page it’s not going to be natural and google’s going to be able to pick up on that so we want to maintain some level of quality with our content and quality with the keywords that we choose so reminder when you have quality content it’s always going to link internally to another page on your website with quality content but it’s got to be natural and don’t just build site-wide backlinks meaning don’t just have an internal link to the home page or don’t have every page on your website linking to just one page so internal linking should be natural naturally linking from one page to another not only does it help google understand and crawl all the web pages on your website but it’s good for the end user it’s good user experience and certainly last but something i didn’t talk about it does take time to rank your content so remember the process you’re going to write your content you’re going to choose keywords you’re going to change the elements on that page for those keywords and all the while you’re going to make sure google can crawl that content and when they crawl they’re going to index it the process takes time especially if you choose a keyword that’s competitive so just be patient if you have quality content and you’ve optimized for on-page seo and off-page seo then you will rank for that keyword and then make sure your website’s user friendly and mobile friendly so we talked about responsive content earlier so remember most users today start the process of search on mobile so we want to make sure your websites are mobile friendly search engine optimization starts with the keyword because we want to be found for relevant keywords and so the first step and search engine optimization is always going to be keyword research so it is the most important step and so what is keyword research all about well process of identifying keywords we want to be found for on the search engines so millions of people use search engines on a daily basis we want to be found for those keywords that people type in that are relevant to the content we want to be found so going back to the italian restaurant example if we’re writing a blog post about italian restaurants if somebody types in the best italian restaurants or italian restaurants in a specific city we want to be found for that content if it’s relevant to what we wrote about so keyword research should be done based on two factors really it’s based on the factor of how much traffic or volume a particular search engine query has and it’s based on competition and really the underlying factor here is that all keywords in your keyword research should be relevant so you need to understand what those keywords are so are they relevant to the content that you want to be found for if they are then really the two factors you want to look for is the volume how much volume or traffic each keyword has associated with it and then the competition how many other websites are trying to be found for the same keyword so those are the factors involved with keyword research you always want to choose relevant keywords and then once you find or choose those relevant keywords you want to be able to find out exactly how much volume and how much competitions associated with each of those keywords and so when you look at keywords you’re always going to choose relevant keywords but there are two types of keywords there are short tail keywords and they are long tail keywords and we’re going to talk about both of these here so let’s start with short tail keywords so short tail keywords are generic keywords generally they’re less than three words in a keyword phrase for example italian restaurants so short tail keywords generally have very high search volume that means that if somebody types in italian restaurants then there’s going to be a large amount of volume with that meaning that generally a lot of people type in the keyword italian restaurants however with high volume always comes high competition so if you want to be found for italian restaurants know that you are ranked number one or number two or even on page one of google you’re going to get a lot of traffic however to get to page one of google or even position one or two it’s going to take you a while because there are probably a lot of websites who are in front of you who want to be ranked and found for the same keyword so the whole idea with short tail keywords is it’s a lot of visibility it’s a lot of traffic a lot of volume but also a lot of competition and generally the underlying factor here is that if you are ranked for a very broad or short tail keyword like italian restaurants then chances are it’s not going to be as relevant so if you get the traffic to your website then chances are the conversion’s not necessarily going to happen because we don’t necessarily know the mindset of somebody typing in a very short tail generic keyword like italian restaurants they could be doing research on italian restaurants they could be a chef who’s trying to get recipes for italian food it could be a tourist looking for italian restaurants in a different city or it could be a person just looking for italian restaurants near their location or where they’re living and so there’s a lot of different factors with short tail keywords so you just don’t know because it’s so generic and because it’s so generic if you do get the traffic for that generic keyword then the chances of the conversion are going to be lower than say if it’s a more specific relevant keyword so let’s take an example of a short tail keyword let’s just stick with italian restaurants so i’m going to go to a tool called moz and well moz has a tool called the keyword explorer and within moz so if you go to moz.com and then use the keyword explorer you can get an idea of how much volume and competition are associated with a particular keyword so in this example we’re using italian restaurants it’s a very broad keyword we could see that the monthly volume is between 70 000 and 118 000 per month okay so that means for a particular keyword in the united states on a search engine you’re going to get about 70 000 to 118 000 people who type in that keyword and so if we were to look at the difficulty of that keyword you could see that it’s fairly difficult because out of 1 to 100 it’s got to score 43 so it’s fairly difficult however if you notice the click-through rate’s very high so moz estimates that we’ll have a 40 organic click-through rate for that keyword if we’re ranked for it so if it’s relevant to us and we want to get some visibility to our site then yeah we want to use that generic short tail keyword however if we’re interested in conversions then we really want to turn our attention to longer tail keywords however if you want the visibility then you want to use short tail keywords if you want the conversion then you want to switch over to longer tail keywords so longer tail keywords are more specific they usually consist of more than three keywords so tie in restaurants very generic if we add a few more keywords that keyword phrase it then becomes longer tail so compared to short tail keywords longer tail keywords are generally less competitive and the search volume is not as high case in point so if we go back to moz and then we look at the keyword explorer and we’d actually type in italian restaurants and let’s just say orlando florida moz is going to generate some monthly volume for us and they’re going to allow us to understand how difficult that keyword is and so here you could see very very little search volume in fact so little volume there’s 11 to 50 okay so that means on average that this keyword generates 11 to 50 queries a month so very low compared to our short tail keyword italian restaurants the difficulty here didn’t necessarily lessen but it is less uh so if you’re interested in conversions and you have an italian restaurant in say orlando florida then this is the key word you may want to use so there’s a trade-off between longer tail and shorter tail but when visitors land from longer tail keywords they’re usually ready to make a purchase they’re usually more specific intent there’s more intent involved with a longer tail keyword so best restaurants in the top in florida branded shoes in florida something very specific is going to generate probably a higher conversion rate than something more generic so that’s the trade-off and so when to use long tail keywords well we want to use long tail keywords if we’re targeting pages with a product or specific article so if we’re interested in that particular conversion then longer tail keywords are likely more the way we want to go versus something more generic which means if you’re using a generic shorter tail keyword you’re more interested in the visibility and the traffic not necessarily the conversion how does a search engine work so let’s talk about that for a minute so we know that millions of people use search engines we know that we want to be found on search engines but how do we actually get our content in the search engine so that’s the important part that we need to understand if we have our own website and we have our content so these search engines want your content in their search engine index so how do they get your content well they send out bots or files and we’ll just call them spiders so they send out these spiders to crawl your website and the whole idea behind using the insect spider is because we’re talking about the world wide web and so if google for example sends a bot to your website they’re going to crawl your website in spite of your website they’re creating a web of pages so all they’re doing is following link and every page and link that they hit they’re going to bring back to their server so these spiders scan your websites they just follow links and they take all the pages and content that they’re able to gather when they hit your website and they’re going to pull all that information back into their own index so if you think about google they’re crawling or spidering millions and billions of websites all those millions and millions of websites are sitting on google servers so when somebody does do a search query google because they have all these websites in their index are able to quickly determine which website is the most relevant for that search engine query so that’s generally how search engines work so let’s talk about the types of seo so if we want our website to be found on these search engines and google or the search engines have crawled our website then what we want to do is we want to basically look at it from a two-pronged perspective it’s a two-pronged strategy so the first strategy we’re going to talk about today is on-page seo so those are on-page seos defined as what we do on our website to be relevant for search engine query on a search engine so again on-page seo is what we do to our own website off-page seo is the other the second part of that seo strategy and off-page seo determines what we do off our website to be relevant for search engine query and so off-page seo generally is synonymous with link building and we’ll talk about that a little bit more as we go forward but really when you want to do seo when you want to be found for a keyword on a search engine you’re going to have to apply both on-page seo and off-page seo so let’s talk about on-page seo and so this is the first part of our seo effort we want to focus on on-page seo first and so on page seo is the method of optimizing elements of web pages remember these are all the items we want to do on our website to be relevant for certain search queries so it’s basically the idea behind this is to make our web pages more relevant for specific search queries on search engines and so there are a number of different elements on our website on a particular web page that we want to manipulate or optimize if you will to be relevant for search engine query and so let’s start around the idea that you know you there’s a number of things you can do so let’s start with schema first and so schema is nothing more than it’s a collaborative effort between bing yahoo baidu google and the idea is really they want to understand more about the content of your website and so the idea behind this is that you want to be able to provide snippets of information to these search engines so they understand a little bit more about what your web page is trying to portray or convey so that they can find out exactly what’s relevant to that search engine query so it’s nothing more than micro data or bits of information that you can add to your website or web page in order to provide a little bit more enhanced information to the search engines so if you think about it’s collaborating with the search engine so the more basic information you share with the search engines the better off they have to understand what your web page your website is all about and so the more information they have the better of an opportunity you have to be ranked for that search engine query and so if you have a website with reviews if you have a website with images if you have let’s say a website with products with prices in other words you have an e-commerce website and you’re trying to sell products well to me you want to employ schema because again schema is snippets of information that are provided to the search engine so they can better understand so you can certainly provide snippets of information in the terms of images or prices or particular products and how much is left in stock so all this information these bits of information you can provide to the search engine so that they can better understand what it is you’re trying to sell how much it cost how much is in inventory what people think about the product etc so if you have a website that sell products you probably want to employ schema and so when you do employ schema again snippets of information provided to the search engines the search engines are going to better understand and then they’re going to present that information in the search engine results so if you have ratings and reviews you can provide snippets of information to the search engines the search engines in turn are going to present that information in the search engine results so if you have positive reviews then somebody typing in in this example shoes they’re going to be able to see that you have positive reviews for your website so that’s the whole idea behind schema is to provide snippets of information so again it’s not just related to reviews also for images so if you have images you can provide snippets of information to the search engine so they can see you know what the shoe actually looks like when they type in in this example puma shoes or like i mentioned inventory snippets of information about your inventory the search engines are going to provide that information search engine results so if somebody’s looking for women’s training shoes or women’s puma shoes and they see your product and they see oh this is in stock great let me go to this website and purchase these shoes so that’s the whole idea behind schema is making sure you present information critical to your website so that the search engines better understand what your website’s all about it also helps with relevancy because the more those search engines know about your website the more relevant your website becomes and the better chance you have to rank for a particular keyword there’s also some other information here involved with schema and those are site links so site links additional pages on your website okay that show up in the search engine result and so again the more information a search engine has about you the better chance you have to be found the better chance you have to get a click so site links are just additional links on your site that appear in search engine results and that’s all a benefactor of having schema so here you can see in this example we have additional web pages that show under a certain search engine result and so by having more links in the search engine results you have a better chance of getting the click so if you want more information about schema i would recommend going to schema.org so when you go to schema.org you can actually click on a link that allows you to see all the information you need to get started with schema.org okay so it’s got a lot of information available to you it describes what it is you have to do in order to get your information and set for the search engines to better understand focus on for on page seo is title tag and so title tag is what shows up in the search engine results so if you’ve ever done a search engine query meaning you’ve gone to google typed in a query using a keyword like italian restaurants you’re going to see specific search engine results and the title tag is what appears in those search engine results so a title tag is important because it’s the title of a web page that appears in those results and so the title tag is something that’s important because if we want to be found for a specific keyword we want to make sure that keyword is in the title tag because that keyword is going to describe what the page is all about and so if we want to be found for that keyword let’s just say italian restaurants in florida for example that’s going to be part of our title tag so when somebody types in that particular keyword query italian restaurants in florida then we have a good chance of showing up because the title tag which is the title of the page is going to have that particular query in it and so you can edit the title tag and when you edit the title tag you want to be able to put that particular keyword in the title tag so if we do a search on google for example so if i go to google.com and i type in italian restaurants in florida here i can see under the local search results and here i can see italian restaurants in florida central florida italian restaurants and miami so you can see that these are highlighted so the title tag is not only stands out but allows you to you know showcase exactly what your page is all about and it helps with the relevancy of that keyword query so when you’re trying to optimize your website using the title tag for specific keyword you want to keep in mind a couple parameters because title tags show up in the search engine results but certain search engines particularly google has character limits around the number of characters you can use in the title tag and so we want to keep that in mind so ideally we want to format our title tag appropriately and so to me the most optimal way to optimize a title tag using a particular keyword that you want to be found for is to use that keyword in the title tag and then separate that with your brand name so if you actually have two keywords then you can use the primary keyword first then the secondary keyword and then the brand name so to me this is the most optimal format but keep in mind there are character limits but if you look at this format to me it’s the most easiest format to abide by because it makes your title tag more relevant you don’t have to worry about necessarily fitting in excess keywords in the title tag because again the title tag is character limits so if we take a look at our example in google search results if you go over those limits and the title tag is generally between 60 and 65 characters long and so if you go over those limits let’s just say your title tag is more than 65 characters google in this case is going to cut off the characters and so here you can see the ellipses after the title tag now if you follow the format that you know we at simply learn recommend you could see if our keyword is italian restaurants in florida and then separated by the brand name this gives you an optimal format for the title tag it also makes it relevant for the keyword query so you want to keep that title tag probably no more than 60 characters because if you flirt with putting more than 60 characters then the search engines are going to cut off that title tag and then that’s not going to look good and it’s going to also become less relevant so we want to keep the character counts in mind so if you abide by that format of the keyword and then maybe the secondary keyword if you have one separated by the brand name then you should be good to go with making sure your title tag is relevant for that keyword query so let’s then turn our attention to the meta description so the meta description is just a short description about the content on your web page so if the title tag is the title of the web page the meta description describes the page okay so it’s a description about what that page is so the meta description appears under the title tag and then the url so if we go back to our google search results we look here at italian restaurants in florida maggiano’s little italy is the brand or the restaurant we could see the url which is underneath the title tag and then here we could see the meta description and so with the meta description you have a little bit more room to work with in terms of character count but the meta description just like the title tag is just as important because one it shows up in the search engine results two it describes what the page is all about and three it allows you to optimize the meta description so the meta description becomes more relevant for that search query that somebody types into that particular search engine so the optimal length for a meta description you can go up to 300 characters but i would not even recommend even flirting with that limit because just like the title tag search engines in the case of google will actually cut off the meta description so if we look here back at our search results if you go over those limits you’ll see that the search engines will cut off the copy of the meta description with and they’ll just put ellipses so we don’t necessarily want to go over those lemons so my recommendation is to keep that meta description probably 165 characters to to no more than 200 because we’re trying to describe not only what the page is all about but we’re also trying to optimize that meta description so it becomes relevant for the search engine query and so you want to keep it short and concise so if we look at our example here italian restaurants in florida magiano’s does a good job it’s a book and event space make a reservation at maggiano’s in florida to enjoy delicious view maps menus and more so very concise meta description it includes their keyword query that they want to be found for italian restaurants in florida and so to me it’s short and concise describes what the page is all about and uh allows them to fit it all in within the character limits so here in this example we want to be found for amazon puma shoes so the brand here is amazon so amazon wants to include puma shoes not only in the title tag but they want to try and fit that into the meta description however the whole idea behind the meta description more than anything else is describe what the page is all about okay you want to be relevant for the search engine query but you also want to sound natural as well you want to be able to really the whole idea between the title tag and amount of description is to get people to click on your link because remember there are nine other listings on the google search engine results page for page one so we want our meta description and our title tag to stand out so we want it to be relevant but we want it to stand out so it’s important you write that meta description according to what the page is all about but you want it to stand out uniquely and accordingly so once you’ve done the title tag and the meta description you want to focus your attention on the header tag and so header tags are used on a web page to really separate out content and so you have headers and subheaders and so ideally you want to be able to optimize the header tag and the subheader and so if we think about headers there’s a hierarchy for headers so there’s between a header one and a header six and so we’ll just shorten the word header and we’ll call it an h1 so h1 is really at the top of the hierarchy for headers and so if we use a h1 on our web page then what we’re trying to explain to the search engines is listen this particular keyword phrase in our header is is a header and we’re empha we’re trying to emphasize what it is we’re trying to say and that’s how really the search engines interpret headers they see an h1 h2 h3 h4 h5 and h6 they know that if you’re using an h1 you’re trying to really emphasize something so if you put that keyword in the header tag what you’re telling the search engines is hey i’m really emphasizing this particular keyword and so the search engine will interpret that as important and if you use your keyword in that header then really what you’re saying is hey i really this keyword is really relevant to that query so naturally the other benefit of a header is it really breaks up the page as well so the header you can use subheaders and subheaders are nothing more than say a lower h tag so if you have a header that’s an h1 you can use an h2 and h3 as a subheader and so forth and so on because what you’re really trying to do is not only organize the content on your web page but you’re trying to emphasize that for google so if something’s an h2 or an h6 you’re basically telling google or the other search engines this is not as important as say in h1 so if we take a look at our example that we’ve been using for italian restaurants in florida and if we click on magianas we could see that they’re using headers so if we click on maggiano’s we could see that this is a header here we want to bring everyone together at maggiano’s italian restaurant in florida so they’re using that header to break up the text here you can see they’re using another header here excellent italian food and an excellent experience to match so that’s a header to break up the content okay they’re not using subheaders they’re used using headers but that’s fine they’re really trying to emphasize the content by putting in that header and so headers help not only organize the content but they help emphasize the actual keyword it is you want google to recognize so if we’re not sure if something is a header we could simply just mouse over what we think is a header and we can just right click and if you right click on something you’re going to see a menu and if we click inspect element then basically what that browser in this case firefox is going to do is show us the html of that particular thing of that item that we right clicked so here we could see in this particular case this is an h2 tag so it’s an h2 so if we scroll down and we mouse over this we could see this is also an h2 as well so this particular page is using h2 tags not h1 but in h2 so what they’re explaining or trying to convey to the search engines is listen this is an h2 it’s still relevant we’re still trying to put emphasis on it but not as much so we want to be able to use our h1s and our h2s accordingly so remember in h1 is you’re providing the search engines with information by telling them hey this is the most relevant this is we’re putting emphasis on this keyword and h2 nuts as much as an h1 and an h3 not as much as an h2 so use your headers accordingly uh not only just to break up the text not only for styling but for emphasis for the search engines so headers are very important elements for on-page seo okay let’s turn our attention to the url structure okay so url stands for uniform resource locator and so our url is the specific location of a web page on the internet so basically if we’re found in the search engine results one of our web pages are going to go along with the title tag and the meta description in the search engine results page so if i go back to our search engine results for italian restaurants in florida we could see that the particular url in question here is locations.magianos.com florida so that’s the url that shows up along with the title tag in the meta description so if we click on that link that’s exactly where we’re going to go so url structure is important

for on-page seo so why is it important because not only does it show people where they’re going but we have an opportunity to optimize that url for the search engines to make our url more relevant for that search query so just like the title tag just like the meta description just like the headers we can also manipulate the url so if we look at a url it consists of really the protocol and the protocol means it’s either a secure site or non-secure site so in this example we could see it’s https and that means it’s a secure site and so ideally search engines like web pages or websites that are secure so after the protocol you’re going to see the domain and then after the domain you’re going to see subdirectories okay so that’s generally the breakout with url structures you have the protocol the domain and subdirectories and then you may have more subdirectories so if we go back to the example we’ve been working with if i go back to maggiano’s you can see here this is a secure site https you could see the domain in this case it’s actually a sub domain so magianos.com is the domain but they decided to put locations.magianos.com and that’s okay we call that a subdomain and then here you can see they have one particular subdirectory after the domain and that’s florida so a well structured url not only provides the users with information about where they’re going when they click on your link in the search engine results but more importantly it also provides the search engines and some information about what the web page is all about so going back to our simple example with maggiano’s the search engines know that hey if somebody clicks on this link they’re going to a page about florida pretty simple the url structure is pretty simple to understand we know it’s a secure site we know it’s maggianos.com and we know the subpage is florida or the subdirectory is florida you want to be careful like everything else since and seo there are parameters just like the title tag has parameters up to 65 characters the meta description tag has a limit of up to 165 characters a well structured url also has character counts but the idea here is we don’t want to get into numbers when we talk about character counts for url structure really the rule of thumb or the best practice for url is to keep it short and understandable okay if we keep it clear and concise not only does the end user know where they’re going but the search engines know what the page is all about so the rule of thumb is always if you don’t understand the url or what it means then the search engines are likely not going to understand what the url means we want to keep the number of directors and subdirectories to a limit so ideally here you can see in this example xyz.com if we want to optimize that url we could put the targeted keyword in the url if we’d like to but we want to keep it probably to a minimum of one to two subdirectories the shorter this the amount of subdirectories the better off we are because that means that not only the end user will understand the url but the search engines will understand the url as well so we always want to make sure that url is readable again for the end user and the search engine and so in this example you can see amazon.com slash men’s shoes slash sneakers slash puma very easy understand as an end user i know that i’m going to a puma page uh for men on amazon.com now when you get into urls with dynamic parameters in them then ideally you as an end user is not going to really know where you’re going to go so in the example here the middle example i can see that i’m going maybe to a shoes page but i have no idea what the rest that url means and in the other example where you have a very low url readability i have no idea as an end user where i’m going to go so as an end user i need to be able to have confidence in knowing where i’m going to go once i click on a link in the search engine results so if i don’t have that confidence if i don’t understand what the url is then you then the search engines aren’t going to understand as well and it’s not going to bode well in terms of relevancy and again the url structure is important factor for being relevant and if we’re not relevant then the chances of us are ranking higher is not going to be as good because our url is not readable so ideally what we want to do is make sure we’re using keywords that the end user and the search engines understand and if we need to separate out those keywords in the first example we could see men’s shoes we want to separate that out with a hyphen and so ideally if you have a url that’s readable and it’s short and concise then again your chances of ranking higher on the search engine results page bodes better than if you have a very long antiquated unreadable url so let’s focus our attention on image alt text or alt tags if you will so alt tags or text tags as they’re also known as allow uh the search engines to understand a little bit more about what’s on the page in terms of images so images are a prominent part of every web page on the internet unfortunately images are you know usually files that are not readable by search engines so we want to be able to provide some alternate text so that the search engines understand what those images are all about so again it gives us an opportunity to communicate with the search engines so that they better understand what the image is all about to make the page more relevant so generally if an image fails to load on a web page as an example well if you have an alt tag then the alt tag is going to show in place of the image not loading more importantly if we have an alt tag and the search engines have spidered our website and somebody’s actually searching for images then the alt tag is used as a descriptor for the image so it also helps us get found for the images on search engine results pages and so like everything else we’ve talked about with on-page seo there are character limits to all tags you know generally the rule of thumb is 125 characters for an alt tag and the alt tag is used in the html so we want to surround our image with an alt tag by putting in a descriptor and so ideally if you’re trying to be found for a particular search engine query then you want to use the search engine query as part of the alt tag and so let me show you an example here going back to maggiano’s if we look at their web page and we actually inspect one of their images on this web page if we look at for example a pinterest or facebook we can actually see in this example that the image here has an alt tag it’s pinterest and so you want to be able again to put in all tags for all your images so it better communicates with the search engines what the image is all about it also allows the search engines to rank images in the search engine results based on that alt text and what the keyword query was so all tags play an important role because again if the image doesn’t load on the web page for some reason then the alt tag is there as a replacement it’s also there to help the search engines rank those images and understand the page a little bit better so you always want to be able to put in the keyword query that you’re trying to be found for in the alt tag and so be as descriptive as possible you have 125 characters to use so b is descriptive make it easy to read because again this is what’s going to show up in the search engine results pages for images okay let’s turn our attention to internal links so when it comes to seo internal links also play a vital role because basically an internal link which is a link from one page of your website to another page of your website um allows google to or other search engines really to follow the pages as they index your entire website so it serves that purpose of allowing search engines to index so it definitely improves the indexing but internal linking also has many benefits and one of the other benefits is it helps spreads what we call link choose and so link juice is basically a way another way of saying you know this page is important because it has links from other pages on our website so if we link i have a link from one page to another and a couple of other pages on our site linked to that same page then search engines tend to take notice and they tend to note that you know if one particular page has a number of different links pointing to it then this page may be important and so that’s what we mean by link jews it’s a signal for the search engine to determine what pages on your website are important because of the links that point to it and so if we look at this example here we could see that you know there’s usually a navigation on a website that point two pages and every page on a website tends to have a link but if more than one page has multiple links then again that signals to the search engines that hey you know this particular page seems to be important because it has a lot of links pointing to it our attention is sitemaps so sitemaps basically allow us to list all the web pages on our website so we could do that in a couple of different ways but when we do it it basically is going to and help the search engines find our pages easier just as i mentioned a minute ago about internal linking when you have one link pointing to another page on your website it helps the search engines find these pages quicker while sitemaps do the same thing except sitemaps are an entire list of links on your website and it allows the site search engines to find all your pages in your website fairly easily but it also helps the end user too so if you have a big website like amazon has a huge website with a lot of different products well if you’re looking for a particular product you can do a search for it or you can look at the site map and the sitemap will list all the particular pages on the site and so it’s also good for the end user as well so when we talk about the end user and we talk about search engines they’re really two different types of site maps you got the html version which is for the end user that’s going to be nothing more than a link on the website usually in the footer and so when you click on that site map link you’ll get a list of all the links on the website okay so that’s an html sitemap then we have the sitemap for the search engines you know the spiders that want to crawl our site so that’s the xml sitemap and xml is just a different format it’s just a way to format all the links on our website so the html sitemap is html written in hypertext markup language designed for the end user if you click on it it helps the end user navigate the website quickly because they can find what they’re looking for and so generally that is an html now if we turn our attention to the xml sitemap that’s basically designed for search engines and thing about the search the xml site map is we work with google to go ahead and and and submit the sitemap to google so google can quickly understand what pages on our website so for example if i went to a website let’s just say valleyfig.com so if i went here and if i’m a search engine i’m going to want to know all the urls that are on this website well as an end user i can also just type in sitemap.xml usually that’s the xml file where all the urls are located and here i can see all of the urls on valleyfig.com and so the idea behind an xml sitemap is we want to communicate that xml file to the search engines and so google in particular has what they call a search console and search console if you go to google.com webmasters so search console is a way to communicate with google and one of the ways to communicate with google is to submit a sitemap so we want to submit our xml sitemap so if our xml site map is located in the root directory so after our domain valleyfig.com sitemap.xml we know that that file is sitting in the root directory i can go into search console and i can submit my sitemap and when i submit my sitemap then i’m basically communicating with google telling google hey google instead of trying to find all our web pages on our website when you crawl the website we’re going to go ahead and submit the sitemap to you so we’re going to tell you all the pages on our website and so by doing that by submitting our sitemap.xml file to google it speeds up the process because google’s able to now understand all the pages on our website that have been submitted and then once we submit those pages then google is going to quickly index a majority of those pages if not all of those pages and so that’s the benefit of having an xml site map for the search engines is that we can quickly submit that file to the search engine so our pages get submitted and indexed quicker so continuing on with on-page seo we now turn our attention to page speed and so page speed also known as page low time of a particular page of a particular website is important for seo why is it important because google has millions of users use their search engine and google wants their users to have a good experience and so if google ranks websites based on relevancy they also want to take into account page speed because if a website does not load fast or web page doesn’t load fast then it would be detrimental for google to rank that page high because what’s going to happen is that page is going to get a number of clicks and then the user experience is not going to be that great and so therefore it’s going to have a negative impact not only in the end user but google as well and so page load time then becomes important for on-page seo so really when it comes to page load time we really want to pay attention to how long it takes our web pages to load in terms of seconds because if a page loads slow then chances are the user experience is not going to be good even from an analytics perspective meaning if i go to google type in a query click on a link and then it’s that link takes me to a website where the web page loads very slow chances are i’m not going to spend a lot of time waiting for that page to load i’m going to leave that page and if i leave the page then it’s going to cause up what they call a bounce so i’m going to bounce from the page and that’s just not good for the entire search ecosystem and so we want to pay close attention to page load time because the faster a site or page loads google’s going to recognize that and that’s going to help with ranking and so how do we understand how our pages load well we can look no further than web analytics tool like google analytics for example so if we turn our attention to google analytics if i go to say valleyfig.com analytics account i can look over the last 30 days and i can see okay on average our page average page load time for the entire site was five seconds around five seconds and ideally we want our pages load as quick as possible i would say the rule of thumb on page load time is probably no more than three to four seconds okay but there are factors involved with page load time so a couple of factors are the browser that people use so some browsers load pages differently than other browsers the other factor involved with browsers is the device so you could be on a mobile device and say internet explorer versus on a desktop using chrome and you’re going to have variation in terms of average page load time so definitely browser device plays a role but also country plays a role the infrastructure how much bandwidth is available so you could be in say san francisco united states and be on a high-speed network versus another city or another country where you’re not necessarily on the same high speed network you’re on a lower bandwidth or lower network and that’s going to affect the page load time as well so in analytics you can actually see the breakdown of time per country and then of course the page itself so when we talk about average page load time for a website we’re talking about the average for the entire site but we can actually look at in google analytics the average low time for every page on the site so ideally if you have a particular page you want to rank organically in the search engines and the average page load time is not suitable or it’s very high then you want to address what the issues are and so the great thing about google analytics is you actually have speed suggestions so if i go to speed suggestions in google analytics i’m going to be able to see the average load time for certain pages on the site and then what google’s going to do is actually give me some feedback so for example i can see that the home page loads about 5.59 seconds and so if i click on page speed suggestions then google is going to give me suggestions on how to speed up the page load time not only on desktop but on mobile as well so when you click on page speed suggestions you’re actually going to go to a tool a google tool called page speed insights and then page speed insights is going to allow you to see how quick your page loads and then it’s going to be able to give you feedback on what to do in order to speed up the page load time not only for the page but for the site and the great thing again is you can see it for desktop and you can see it from mobile so page speed is important we want to be able to keep our page load time low no more than probably again three to four seconds because if it’s any more than that google’s going to take notice the other search engines are going to take notice and they’re not going to want to rank that particular page high on google so some ways to increase your page speed you always want to optimize your images you never want to have images that take a long time to load you want to use a simple website design now i know flash as an example has long been disbanded but you don’t want to use other technology that’s really going to slow the page load time of course where your website is hosted does matter so the server it’s hosted on could be shared with other websites and so that may eat into how quick the server responds to people trying to load your web page and so you want to keep that in mind so server response time does play a factor in loading and then of course optimizing your code you want to never have unnecessary code on your website and when i say unnecessary code some examples could be tracking code if you’re doing any search advertising let’s just say on facebook or bing you try to want to minimize the amount of extra code you put on a site because that code has to execute and that eats into the page load time so you want to be cognizant of how much code you put on your website because that will eat into the page load time so let’s talk about featured snippets so featured snippets is the search result that generally shows uh up at the top of the search engine organic results so it’s informational content and you’ll see it above organic results but you’ll also see it below search advertising and so some of the common featured snippets you may see are in the form of a paragraph a table or a list and so paragraph snippets tend to be the most popular and let me show an example of a featured snippet so if i go to say google.com and type in machine learning here you can see some paid search ads okay and why do i know they’re paid search ads because i can see ad next to them but if i look below the paid search ads but above the organic search results i see a paragraph feature snippet and this is nothing more than again just some an informational content about machine learning and really the whole idea behind featured snippets is really they’re just informational and really it’s informational and and what google likes to do is pull content in there that really answers a question so if your content doesn’t necessarily answer question then you can’t expect your content to show up as a featured snippet so the whole idea is with the search engines is really google searches through a number of different sites to find content that will best answer a user’s question like for example what is machine learning okay so if we ask the question what is machine learning we can expect to find a feature snippet and so really what users do a lot when they type in a query they use prefixes like how does or how do or how to or what is and so those types of questions are normally asked as part of the search query so if you could answer those questions then generally google’s gonna recognize that and if it’s relevant it’s gonna show up as a featured snippet so the whole idea is to really create truly high quality content so about feature snippets is if you have true high quality content that answers a question then chances are your content may show up as a featured snippet so the whole idea is you know work to create high quality content that provides a really good answer to really basic question it could be anything what is machine learning what is a fig you know how to ride a bicycle how do i surf all these are related questions that content can answer and google wants to make sure as part of a featured snippet that they provide content that answers that question and not just content the best content that does the the best job with the most relevant information answer that person search query so here we can see our three examples you have a table format so if we want to type in aviation jobs we can see snippets of information about the latest job listings for aviation you can see in the middle screenshot what is machine learning so that’s our paragraph featured snippet and then if you type in something like building a fence it’s going to give you a list of you know ways to go about building a fence so these are all answers to questions the query may not necessarily be in question form but the snippet is there just in case you want to know more information about that particular query so generally that’s how featured snippets work and the great thing about featured snippets it’s open to everybody the key is to have quality content if you have quality content that provides answers to questions then chances are your content can show up above organic search results which will give you more visibility drive a lot more traffic to your site and quality traffic because likely it’s answering somebody’s question so let’s do a a recap of everything we talked about with on-page seo so before we move on off page remember on-page seo is what we do to our website to enhance our website to be found in the search engines for relevant keywords so it’s all about relevancy and remember before you do anything to your website you need to start with the basics of keyword research you need to find keywords that are highly relevant that have volume and low competition and so when you can focus on your keywords and you find out and finalize what keywords you want to be found for then you’re going to conduct on-page seo on-page seo consists of number of different factors some of which we talked about today starting with schema remember we want to have structured data to better communicate with the search engines what our web pages are about then we talked about title tags so title tags appear in search results remember 65 characters we want to make sure our keyword is in the title tag followed by our brand name and then we talked about meta descriptions meta descriptions allow us to you know talk specifically about what that page is all about meta descriptions fall under the title tag in the search results we talked about headers h1 through h6 h1 being the biggest in the hierarchy of headers and having an h1 tag with your keyword provides the search engines with an identity of how strong or how important something is on a page it also organizes the page with headers and subheaders and it breaks up the content so it’s easily understandable by the end user we also talked about alt tags so remember images on its own are not recognized by search engines so we want to surround those images with all tags with words that help the search engines identify what that image is they also serve a purpose in the browser if an image doesn’t load then we can actually see what the image is all about with the alt tag we talked about feature snippets there are lists okay there are paragraphs okay there are different types of snippets and really the whole idea again behind snippets is answering a question with quality content we talked about page speed identifying how quick our pages load in google analytics so if your pages don’t load very quickly then google actually provides suggestions to speed up the page load time of a particular page and some of the culprits that you want to look at are making sure you have images that are good quality but also not a lot in size you want to make sure they’re optimized you want to look at your server response time you want to make sure you optimize code so there’s a lot of different factors of page load time you just want to keep an eye on what pages are are not loading quick enough and remember we want to keep it as low as possible but no more than three to four seconds we talked about internal linking internal linking to a particular page from one page to another provides link juice and link juice is nothing more than an indicator for the search engines to identify what pages tend to be more important than another based on the number of links pointing to that page and then we also talked about site maps so we talked about the two types of sitemaps html and xml html is for the end user xml is primarily for the search engines xml generally is going to be a file called sitemap.xml and we could take that xml file and submit it to google search console and so that expedites the process of indexing your site and helps your site not only get indexed faster but will help google understand how many pages are on your site and then get those pages indexed so that they can be found so that you can generate traffic so all these are factors with on-page seo that you want to address before you move on to off-page seo okay let’s turn our attention to off-page seo now that we covered all the essentials for on-page we still need to focus our attention on off page remember earlier i mentioned that seo is a two-pronged approach we have to focus on on-page seo first and then to complement our efforts and to continue our efforts and to continue the effort of being relevant for certain keywords we need to do what we call off-page seo and those are our actions we take that don’t involve our website directly meaning we’ve already updated the title tag the meta description the alt tags the headers etc we want to do things off our website that’s going to allow google and other search engines to recognize that hey we are relevant these pages are relevant for certain keywords on our website and so really when we talk about off page seo it’s really the technique of promoting your website using link building when we say technique of promoting our website using link building that means establishing links on other websites that’s what we mean by link building and so establishing links on other websites really enhances our seo efforts because it improves first and foremost it improves the credibility of our website so if we’re on a you know a very popular website that is known to be reputable then having a link pointing from that website to ours just improves the credibility of our own website not necessarily in the minds of the search engine but in the minds of the end user uh the other benefit here is it increases our domain authority and let’s take a minute to talk about domain authority so domain authority is simply just a score between 1 and 100 and so in digital marketing even including seo as a marketing channel everything’s measurable and we want to be able to measure everything we do digitally and so off page seo is measurable one of the metrics involved with off page seo is domain authority in other words it’s a score between one and one for our domain so how does google how does baidu how do these other search engines see our domain how authoritative is our domain how reputable is our domain and so having links on other websites pointing to our domain increases our reputability increases our authority and so i’m going to show you an example so if you remember back on on page seo i when we were talking about keyword research we use a tool called moz moz.com and i would recommend using moz.com to measure domain authority so if we go to moz.com and moz.com has a tool called link explorer so if you put in your domain using their tool link explorer you’re going to be able to see your domain authority and domain authority is a score between 1 and 100 and basically it’s simply just scoring your website in terms of authority how does the search engine see your site out on the world wide web the higher the score the better and so recommend using moz.com link explorer to measure their domain authority so the more links we have on external sites pointing to our own site in theory the higher the domain authority so we’re going to come back to moz.com quite frequently as we talk about off-page seo because we need a tool to help manage our efforts so we’re going to come back to moz.com but let’s let’s talk about some of these other benefits to off-page seo so we know it helps with the credibility and increases our domain authority but what are some of the other intangible efforts that are also measurable well it increases our referral traffic and by increasing our referral traffic meaning if we’re on a reputable site that gets a lot of traffic and there’s a link pointing our site then naturally we’re probably going to see traffic coming from that site and we can measure that in tools like google analytics we can measure referral traffic and so that’s an inherent benefit to doing off-page seo because we’re trying to create the relevancy of our own website we’re trying to be found for relevant keywords but yet at the same time we can increase traffic to our website and then certainly not lost in all this is improving our page rank so the idea here is you need on-page and off-page seo to work together to improve our rankings and improving our rankings in the search engine results will inherently increase our rankings and drive traffic to the site from search engines and that’s ideally what we’re trying to do we’re trying to accomplish traffic from search engines by improving our rankings but at the same time we improve our credibility and we accrue improve our standing in the search engine world and we also increase traffic to our site from all these other websites and so there are a lot of benefits to off-page seo um it’s just let’s talk a little bit more about some of these other benefits because according to a backlinko a web page with more backlinks is going to rank higher than a page with fewer backlinks but let me just say this with back linking especially from sites it’s all about credibility it’s all about quality over quantity so we want to pay attention to quality over quantity so let’s harken back to moz.com and here we could see we have a domain authority of 35 but we have a lot of links inbound links from other websites pointing to our website we have 575 domains out there on the internet pointing to our domain valleyfig.com and so if we want to take a specific look at these domains we can just simply click on linking domains and here we can see all the different domains pointing to our website now again it’s about quality not quantity so if we look at the domain authority and that’s a score that measures the credibility of a website we could see the domain authority on some of these domains like npr.org has a domain authority of 93 and so to me that helps boost the domain authority for our own website our own domain it also has the chance of driving that traffic it also increases the credibility but in the end having quality links from other quality domains is going to increase our own rank on search engines and that’s the whole idea behind it so we could actually see that we have quality websites of quality domains linking to our domain now you can also use another tool i mentioned this earlier with on-page seo when i was talking about sitemaps so if you go to search console so that’s a google tool we can also look at a link report and see what other websites are linking to us so this is google’s way of communicating to us what websites are out there linking to us and so here i can see the top linking sites to our website valleyfig.com is the crumby kitchen has 1443 links pointing back to our site cookscountry.com whole foods magazine mayan perfect kitchen these are all sites with links pointing back to our site so search console is a good tool it’s a good alternative tool especially the links report is a good alternative tool to get an idea of the types of sites that are linking to your site now what you’re missing here in search console is the domain authority but you can use the link explorer tool in moz.com to measure the domain authority for any domain it’s just a matter of going to the tool itself going by going to moz.com by going to the link explorer report and just typing in the domain and from there you’ll be able to see the domain authority so it’s all about quality over quantity i can’t stress that enough so when it comes to off page really it’s anonymous with link building so it’s the most effective method for off-page seo and it’s simply just getting links from other websites to your own so it’s not as easy as it sounds especially when we’re talking about quality over quantity but building these links to our website will help our rankings and that’s the whole idea behind off page seo we want to be able to link from other websites to ours so that we can help our rankings in addition to some of the other benefits i just mentioned so google recognizes backlinks as one of their top ranking factors so in addition to some of the on-page seo tactics that i mentioned earlier including title tag and meta description and url structure and headers all those are important but at the same time it’s a balance so google wants to know hey yes we understand you’ve optimized your title tag for keyword but how does the rest of the internet see your website are is your website worthy enough to add a link from a particular quality website to your website so if there are a number of quality links then your site must be of quality as well and so that’s the whole idea behind link building being an important factor because again it’s about from a google’s perspective it’s about the user experience they want to make sure that sites ranked on page one of google are quality sites quality sites that load well that have good content that have fresh content not just sites that have a gazillion links pointing to them with you know keywords stuffed into the title tag so it’s an ecosystem google’s and other search engines want to protect that ecosystem with quality so that’s why link building is an important factor and so they’re different types of links so when you have a link pointing from one website to your own okay the link could be a follow link or no follow link and the whole idea behind follow or no follow is simply hey we know that google and other search engines they’re spidering the entire web the whole idea is for them to collect as many pages as they these search engines can to bring them back to their servers so they can serve them up in their search engines well as google and these other search engines spider these sites they’re following what they’re doing is they’re following links that’s as simple as it gets they’re following links from one link to another so remember we talked about internal links earlier on on page seo internal links are just links on your web pages pointing to other pages on your own website well when it comes to external links so links pointing from one website to your website that website that’s linking to your website has an opportunity to say hey google you can follow this link or don’t follow the link and so if they choose to not follow the link meaning they put a nofollow tag into the anchor text then google’s going to follow the link but not recognize the link itself and what i mean by that is hey if you have uh let’s just use valleyfig has a link from wikipedia if wikipedia has a link pointing to valleyfig.com but the link itself is no follow then what google is going to do is not recognize the link itself they’re not going to recognize the link so therefore you’re not going to get credit or link juice as we say you’re not going to get any juice from wikipedia to valley pig but if it is a follow link then what google’s going to do is recognize the link and give you credit for the backlink and by giving you credit for the backlink that’s going to inherently increase your domain authority it’s also going to likely increase your rankings so you want to pay attention to the types of link building that’s out there no follow and so anytime you try to establish a link on an external website just make sure it’s a follow make sure it’s not a no follow because if it’s a no follow link then you’re not going to get the credit from the search engines and so the whole idea behind link building in terms of seo is to get some credit from a quality website to your website and so if we look here a follow link in this example is one where the ahref or the link itself doesn’t have a no follow in it but if a hyperlink does have a no follow in it then that means you’re not going to get the credit for the backlink so remember no follows they don’t allow search engine crawlers to follow the link so if that’s the case it’s not going to pass any link juice when you don’t pass quote unquote link juice you’re not going to get credit for the backlink and so if you don’t get credit for the backlink then if we go back to our tools that we have available for measuring off-page seo so if i go back to let’s just say moz or even let’s just say search console you know i’ll be able to see all these links here these links that are showing up are follow links why because google’s recognizing the link if they were nofollow then we wouldn’t see the link in here so that’s something to keep in mind as well and so just keep in mind if it is a no file you’ll see in the hypertext itself the nofollow tag and you can always check that the html of any particular link and so when we talk about link building we talk about off-page seo really we’re talking about how to get links on quality websites and how do we do that well i’ve listed here a few ways to do that so you could do guest blogging or blogging in general is a good off-page seo slash link building strategy and i’ll talk about more of that in a minute but we can list our websites in reputable and trustworthy directories i mentioned wikipedia as an example even though wikipedia may not be classified as a directory but there are other directories out there you could ask for testimonials so if you’re working with clients or other websites you could ask for testimonial or they can provide a link pointing back from their site to your site it’s about relationships really is what it comes down to it’s relationship building and that’s what a link is relationship building or you could do content on social media so these are just examples of ways to generate links but let’s go back to the blogging part because blogging to me is an essential part to off-page seo and why is that because anytime you are part of a blog you’re generating content and not only are you generating content you’re generating fresh content that’s likely to be interesting to the end user and with that content yes you can optimize that content but the beauty about blogging is really anybody can do it but if we want to connect blogging with relationships if we’re a food blogger then we can write on other food blogs as a guest writer and we can have that blog post linked back to our own blog as an example or we can have other bloggers in the same industry write a guest blog for us on their own blog and point their link back to our site blogging creates a lot of opportunities for link building because again it’s a fresh canvas with interesting content and when you have interesting content then the opportunity for backlinking is going to be there because if you’re writing about something that’s interesting the natural you’re going to want to link to something else related to that that’s interesting and so that’s the opportunity that blogging creates so again it’s vital to get links from authoritative web pages then multiple links from low quality web pages so going back to the link explorer report we want to be able to pay attention to those domain authorities or those websites with low domain authority and really you should pay attention to really quality sites okay you want to pay attention to quality sites and so when we talk about links there’s inbound links there’s outbound links we’re interested in those inbound links we’re interested in getting links from high quality websites pointing to our own website and again that could be in the form of a blog it could be social media it could be a partner site okay these are all inbound links they just need to be followed make sure they’re not a no follow so it’s simple just getting a external link that’s a follow to your to your own website and so the one thing i want to mention here though on inbound links from external websites and that’s making sure that not necessarily every inbound link points to the home page we want to be able to have links point to internal pages so let’s harken back to search console as an example so search console our links report shows us links pointing from external websites to our own website but what are those linked pages so if we look at some of those linked pages here we can see the top link pages we can see on valleyfig.com slash recipes is the top link page then the home page then the about us then slash international so we want to make sure that if we’re trying to generate backlinks from external websites to our own website we want to make sure that they’re pointing to interior pages not necessarily the home page and why do i say that because one of the benefits to link building and off-page seo is ranking so the whole idea about ranking is to get some of our other pages ranked not necessarily the home page the home page is just a doorway into your website if we have interesting content out there on the web and it’s a food blogger as an example and they’re talking about a particular food item well they’re going to want a link to a page that’s related to what they’re blogging about that particular food item they don’t want to link to the home page the home page is just a doorway and so that’s the whole idea behind link building we want to link to multiple pages on the site why is that because if i take this particular page valleyfig.com recipes and i just put that into moz and i look at the link explorer report for this particular page the domain authority is still going to be the same 35 that’s what valleyfig.com is 35 however there’s also another metric called page authority so page authority is likewise with the domain authority to score between one and one hundred and so the more external links pointing to an internal page with high domain authority that’s likely going to increase the page authority of that page so in other words if we have good links from other websites pointing to that page then it’s going to increase the page authority for that page and ultimately the domain authority for that page and so just like the domain authority in this case valleyfig every page under that domain has a page authority score so the higher the score the likelihood that that page is going to rank in the search engine results okay so that’s the whole idea behind link building is we want to improve the authority of the pages not just the domain but also more importantly we also want to keep the end user in mind so if it’s from a blog or social media the link pointing from that blog or social media platform should naturally point to something related to what you’re talking about not just the home page because again the home page more or less is the gateway into the website so we want to get people to where they want to go we want to naturally create a link from good content to some other good content so that’s the whole idea behind backlinking so outbound links will direct a user from our own website to another website so the idea here is it’s okay to have outbound links on your own website the natural ecosystem of the world wide web okay what i would recommend ear is not to have so many in a century located place for example don’t have one page with nothing but external links on it you know sprinkle these external links these outbound links throughout your website but also if it’s not a reciprocal link meaning if a guest blogger is not linking to your website but you’re just linking to theirs and they didn’t ask you to then maybe consider a nofollow tag maybe you know ideally you want to make sure that these links are just natural in nature so don’t just have a habit of putting outbound links because the whole idea behind outbound links is you want to keep people on your website but if it’s a natural link going from one content to another and you think the end user is going to benefit then no problem but just don’t get in the habit of putting external links on your website because that means that hey that user that’s on your website may click on that link and leave your website and not come back so keep that in mind as well because you don’t necessarily benefit from an seo perspective by having outbound links on your own website you want to do it as a courtesy if somebody else is linking to you you want to do it for the end user if you feel the benefit from additional content under the website but from an seo perspective it doesn’t necessarily directly enhance your own website in terms of ranking turn our attention to duplicate content so a lot of us have websites with a lot of content sometimes we go ahead and take our website and revise it create a new one or register a new domain and put content on that new domain and so we may find ourselves in a situation at one point or the other where we have two websites with the same content or it could be the same website with a lot of content but some of that may be duplicate as well so we want to try and stay away from duplicate content but for some of us we may stumble across it accidentally we may find ourselves having content that’s duplicated and so we want to try and prevent that because that’s a no-no in the world of seo so if we have duplicate content appearing in more than one url there are ways to rectify not having the search engines recognize the content twice so some examples of duplicate content are for example a spammer takes an article and posts the same content on his website or like i mentioned before you create another website or register another domain and have that particular content on the old website still or you’re writing a blog post and you tag it or categorize it and the content shows up under the tags under the categories and just shows up in general so there are a lot of scenarios where you can find yourselves with duplicate content and so we want to rectify that we don’t want duplicate content we want the search engines to recognize the original source of the content and so basically if you have two versions of a web page you may result in duplicate content issues another example that would be for example if you have products you may find that that same product may be under two different categories so how do we rectify that well there are a number of different ways and so the simple way is what they call a 301 redirect to the original url so if you find yourself in a situation where you have a new website with the same content you could simply set up a redirect and we call it a 301 redirect because 301 refers to permanent so it’s signifying to the search engines that you’re permanently moving from this page to this page the other way is through a canonical attribute and so the word canonical may not register with some of you so let’s just uh take a minute to talk about what a canonical is like basically canonical tag it’s a page level meta tag so remember that meta tag description we talked about in on-page seo we’ll think about this as another type of meta tag and it’s placed in that html header of your web page so basically all it does is by placing this meta tag it tells the search engines which url is the original version to be displayed in index so it’s the purpose of a canonical is to keep the duplicate content out of the search engine index so we want to consolidate our page rank our page authority our domain authority all to original content that’s the whole idea of having a canonical and it’s a quick solution so all you need to do is add a canonical tag to the header so let me show you an example if you have a site let’s just use cnn as an example cnn.com has a lot of content sometimes given the breadth of content that they have they may run into duplicate content so they simply just put a canonical tag into their their header and so by doing that they’re able to tell the search engines hey this page this domain is the original if you find yourself with multiple sites well you can also use google search console so remember we used google search console in earlier examples when we talked about links to your site or we talked about that site map on on-page seo well if we go on a search console we could basically say look google because search console is a google tool we want to confirm that this is our domain so this is the domain you should be focusing on so you can leverage search console to communicate with google regarding which site is important which is the one that should get indexed you can use the canonical you can put that on any page either website or you can set up a 301 redirect so those are the ways to fix duplicate content issues 301s are the easiest canonicals tend to be temporary because they’re just the page level and then search console is a a good method because it communicates with google directly and it allows google to crawl various web pages differently than if you didn’t tell them okay so if you didn’t tell them they’re just going to grab anything they can so by communicating via the google search console tool it allows you to tell google this is the domain i want to focus in on so let’s talk then now about how the google algorithms work so we’ll shift gears here and we’ll talk about how these algorithms work on google so google uses advanced concepts retrieve data so what they do is they’re spidering they’re spidering they’re collecting webpages and they’re taking all those web pages back to their server and anytime somebody does a query they’re delivering those web pages within milliseconds they’re delivering results based on your query so that’s in general how it works so it uses a combination of different algorithms to deliver the best results they want the best results and so some of the most popular algorithms below are google panda google penguin and google rankbrain so these are all things that google has done to make sure that they’re constantly tweaking their search engines to deliver the best results so let’s talk about some of these these popular algorithms and before we talk about these popular algorithms let’s just make one thing clear that google’s always tweaking their algorithms on their search engine and so if you want to get an idea how often they do it well they do it every day they’re constantly tweaking it but they what they do is they release major changes to their algorithm a few times a year so if you want to get a sense of what those changes look like well you could go to moz.com and you can go to google dash algorithm dash change and you can see here that hey google changes its search algorithm around 500 to 600 times while most of these are minor google again rolls out major changes like panda like penguin that affects search results in significant ways so you can go here and you can go all the way back to 2000 and see some of the algorithm changes that have occurred over the last few years and you can see here the last major one was done in august of 2018 that was the metacore update so they’re constantly making changes to their search engine to deliver a more concise more better ecosystem for the end user so if it’s a better search engine for the end user end users are going to come back so the whole idea is continuing to tweak the system the algorithms to better show more accurate results and so let’s take a look at some of the the major algorithm changes that they’ve done in the past so the first is we’ll talk about google panda and panda was an algorithm released back in 2011 so here we are in 2019 is a few years ago but still significant in that really this algorithm emphasized high quality content because before panda there was a there’s just a lot of content out there on the internet and there was a lot of spam content there’s a lot of duplicate content and so really the idea behind panda is for google to really deliver in their search engine results pages high quality content so what it did was it removed web pages that had low quality or duplicate content so that was the whole idea behind you know the algorithm nicknamed panda it removed low quality and duplicate content and that kind of cleaned things up a bit where if you did a search query now you’d actually see better better results and one thing about panda is because there’s so much quality because google’s indexing so much there on the internet that it’s constantly being updated it’s updated regularly so the next one we’re going to talk about is google penguin so penguin was released after panda and what that focused in on was low quality links so remember we talked about link building we talked about quality links over quantity so naturally you’re going to have links naturally from all websites whether that be high quality or low quality the whole idea behind this algorithm is to sever the links that are low quality and so the idea behind that was they focused on two areas so they focused in on link schemes and keyword stuffing so that’s what penguin focused on was link schemes were basically link almost link farming where you produced mass amounts of backlinks and not all of them were good quality they weren’t natural links links should be natural from one high quality site or blog to another high quality cider blog and by creating links games you’ve created an ecosystem where links just went to irrelevant low quality spam related pages and so google’s penguins algorithm update focused in on that effort to remove or combat pages that had poor links from being indexed in their search engine results and then they also combated keyword stuffing keyword stuffing is nothing more than taking your target a keyword and stuffing it into the content of your page or title tag your meta description so any sites that were caught up doing that basically suffer the consequences because what penguin did was take care of sites that basically were accused of keyword stuffing or had characteristics of keyword stuffing and they removed sites that had a lot of links pointing to it from poor quality sites and vice versa sites that really had a lot of external links pointing to other poor quality sites so that’s what penguin did they took a look at those two areas i mean so we talked about link schemes again penguin’s aim was to decrease the ranking of web pages that created artificially by using black hat techniques and basically what i mean by black cat techniques that artificially creating links that just didn’t make sense just for the sake of getting the backlink just for the sake of passing link juice and so that’s what a link scheme is or was and so google basically tweaked their algorithm to combat those poor link schemes and so keyword stuffing as i mentioned a minute ago it’s just repetitive usage of the same keyword and that just basically suffers the content is the thing that suffers here and when the content suffers the end users suffer so google is all about quality content and when you have quality content and that quality content is indexed and users find what they’re looking for chances are they’re gonna go back to the search engine to continue to find what they’re looking for with the end result being presented with quality content so keyword stuffing really dilutes the quality of the content and then let’s talk about the third algorithm which is rankbrain so rankbrain is a processing algorithm that uses machine learning and what that does that machine learning interprets search queries that users search on google so for example if rankbrain sees a word or phrase it isn’t familiar with basically the machine can make a guess as to what words or phrases might have a similar meaning and filter the result accordingly so basically take these search engine queries and present them in a way that’s logical so that the end result can be something that’s relevant to what you’re looking for and so for example if you’re searching for online marketing you will get results related for digital marketing on search engine remote pages why because rankbrain will interpret that particular keyword and they’re trying to basically match based on all the data they collected what words or phrases might have a similar meaning so online marketing digital marketing have similar meanings now that we’ve talked about some of the different algorithm changes that google has made over the years and continues to make let’s segue into the types of seo and so when we talk about the types of seo we’re really talking about doing what’s right what’s expected versus doing something that you know is trying to cheat the system and so you may hear the terminology black cat seo white hat seo or gray hat seo and so the whole idea behind these terminologies is that hey what are we supposed to be doing here in terms of following best practices in order to get our pages ranked on the search engines for the keyword queries we covered and so let’s talk about what not to do first and that’s always black cat techniques so i just mentioned a minute ago with panda and penguin algorithm updates you know penguin took into account you know link schemes poor linking techniques keyword stuffing so those are considered black cat techniques so black cat is a technique used to improve page rank by violating search engine rules and policies so it’s clearly google’s made a clear line in the sand they don’t like link schemes they don’t like keyword stuffing so if you take into account those practices then you’re practicing black hat techniques to treat this cheat the system to try and rank faster and so some other ways of black cat or you know redirecting or fishing having duplicate content all these are are things that are frowned upon by search engines so the result of not only algorithm changes is you could get your website blacklisted from the search engines if you are caught in violation of their policies it’s pretty clear-cut so that’s why the algorithms are in place uh the algorithms try and create a system an environment where you know good quality content is shown so if you’re keyword stuffing you’re creating lots of duplicate content that’s not in adherence with you know google’s policies for creating good quality content and as a result you could get blacklisted so with black cat techniques you run the risk of being penalized and you don’t want to be penalized by the search engines so white hat contrarily used to improve search engine rankings by following those rules and policies so in effect it’s everything we talked about today from on-page seo to off-page seo doing the right thing with your content in terms of organizing the structure with headers creating very clear and concise meta descriptions submitting a site map all of those are white hat techniques addressing page load time using really relevant key words naturally in your content and creating high quality content that’s fresh and interesting for the end user that’s a white hat technique that’s going to get you ranked higher and farther and with better benefits so grey hat is just simply a combination of black and white it’s the practice of improving by following the policies but they considered you know ethically dubious and so what i mean by that is listen you you don’t want to purchase links you want links to come across naturally you don’t want to do excessive internal linking you don’t want to have a lot of links pointing to one page it’s not natural so you want to be able to do things that are natural you don’t want to just take content from another side and claim it as your own so you want to do things that are natural that’s going to create a good experience for the user because if it’s for the end user which it is then generally it’s going to be good for the search engines and so let’s talk about website architecture now so basically when i say website architecture what i mean is we want to give the search engines an idea of how our website’s built so website architecture and the structure of websites important and so every website has a hierarchy it starts with the home page the home page is the top page it’s the the domain it’s where most people go to find other pages of your website and so generally you’re gonna have a scenario where you’re going to have a home page with you know if you sell products multiple categories and in those categories you’re going to have multiple products so the generally that’s how a web architecture flows it follows from top down and the reason for having a good website architecture is internal links are spread equally so you want to make sure again not to apply a black cat method or greyhound method of pointing all links to one page you want links naturally to spread throughout your website because not just from an seo benefit but from an end user perspective you want users to flow through your website naturally so if you’re planning on developing websites from an seo perspective you know take these things into consideration so we want to take into account the site architecture navigation we want to take into account the url remember we talked about url structure and on-page seo the rule of thumb is if you can read it the search engines will read it so we want to keep it clear and concise and relevant to the content of that page when we talk about responsive design we’re talking about multiple devices so you don’t build a website just for desktop especially when mobile is being

used by a majority of the users around the world so you want to build a website that’s both desktop friendly and mobile friendly we also want to take into account a robot’s text file and a robot’s text file is simply just a text file that allows the search engines to index certain pages it tells them what not to index and so you can always find the robot’s text file normally if you go to a website and let’s just say we go to valleyfig.com and then we type in robot or robots.txt file here we can see if i type in robots.txt file here this basically is a file a text file that’s in the root directory and it simply just gives the search engines an idea of what they’re allowed to index and what they’re not allowed to index so anything with a disallow means hey search engines please don’t index these pages so that’s what a robot’s text file does and every site should have it because there are some pages on your website then you inherently don’t want the search engines to index and you want to optimize for the crawlers so that means that making sure that your pages are available and that means also submitting a sitemap remember we submit our sitemap via the google search console so good site architecture not only makes content easy to find but also helps to gain traffic because hey if your site is easy it’s well organized it’s built multiple devices the urls are easy then all that’s going to be apparent to the search engines and when it’s apparent to the search engines it’s going to get indexed they want to get indexed then you’re going to get found and you’re going to get the traffic so it’s just a natural progression it’s best practice so some important features of good architecture are again that url structure code your site navigation and css or html make it easy for the search engines to follow build a comprehensive structure for an internal linking meaning they should be natural internal links if a page is relevant to another page then create an internal link if you have a very big website with a lot of content or a lot of products then create a breadcrumb navigation okay so we’re maybe familiar with that on amazon as an example amazon.com has a lot of products and if you’re navigating from one product to another in one directory or one category to another category then amazon creates what they call breadcrumbs to help you navigate back to where you were quickly so these are all good best practices for good site architecture good site architecture equals search engine results so responsive design helps to make your website mobile friendly it will increase the amount of time the user spends on your website which may improve site ranking so let’s talk a second about mobile friendliness so if i go back to google search console there happens to be in search console a mobile usability report and so if i click on that report basically what it’s going to show me is pages that are do not follow google’s best practices so some of google’s best practices are making sure that the text is easy to read that clickable elements aren’t necessarily close to one another and the viewport is set to the appropriate device meaning the screen is set to the appropriate device okay and so basically if we are found in violation then the pages affected are going to get flagged by google and if the page is affected or flagged by google then those pages won’t get indexed and so we want to keep an eye on the mobile usability report in google search console so remember it’s better to have a good site architecture that bots can easily index so bots will give preference to web pages with relevant content and in the end it will help your website rank better and as a side note always use a site map to make it easy for the bots to crawl your website so we covered that and on page as a reminder if i go back to search console and if i click on sitemaps i can go ahead and submit my sitemap so if i created an xml version of my sitemap called sitemap.xml and i submit that basically what i’m doing is i’m saying hey google here’s my sitemap file and in that sitemap file are all the pages on my website that want to get indexed and when you submit your sitemap to google basically they’re going to discover those urls and index those urls and their search index and that expedites the process of getting indexed it expedites the process of getting found on search and it expedites the process of getting clicks on your search results pages and and having that traffic go to your website where they can enjoy the user experience and convert and remember the robot’s text file is there to allow google and other search engines to know what pages to crawl so good website architecture like for example amazon they use breadcrumbs they have a hierarchy in terms of of categories okay so you can see how it’s evenly dispersed on the left side on the right side a poor website architecture is very slanted in one direction a lot of internal links no breadcrumbs the navigation isn’t very clear so we want to make sure things are simple and easy so let’s turn our attention to local seo so local seo is for those businesses who focus on a specific market it could be a whole state like the state of florida in the united states it could be a specific city in a particular state like orlando florida or miami it really depends on the business and who you are trying to attract and what geo location you are trying to attract so if you’re trying to attract a segment of audience in a specific location then local seo should be in your sites uh for optimization and so when we talk about local seo we’re really talking about optimizing your website to get traffic from a specific location so that’s what local seo is and the idea behind local seo is to put your particular service or product or whatever it is you’re offering to that particular geo market that particular locale or that city or that state so you want to put yourself in front of the right audience that’s the whole idea behind local seo and so if we focus it on google you know local results are based on three factors and this is according to google so it’s based on a relevancy so if somebody’s looking for a plumber and you happen to be a plumber in that particular locale or city or zip code then chances of you getting found are going to be great because of relevancy and then distance so where that person’s located based on your address or where you’re located has a role in how you display on local seo and then prominence so prominence is also very important because you know how prominent are you as a business are you getting a lot of reviews do you have a lot of different locations do you have all your photos and all your information posted so prominence does play a bit of factor along with distance along with relevancy on google local seo so these factors combine to help find the best match for your search just somebody typing in that plumber or say that italian restaurant or any particular product or service is going to find local results and you want to be there to to meet that person when they’re looking for your product or service so that’s the whole idea behind local seo and so one of the factors with local seo is having consistent nap or not and so what is nip it’s really name address and phone number so it sounds very simple and it is simple you just have to be consistent so if you have a local seo presence on say bing search engine you want to make sure that the name address and phone number are can also the same name and address and phone number on google so it’s just about consistency so that’s what we want to do we want to make sure that we’re consistent across the board because it’s important for companies that want to rank well have some consistency and it’s important too when we talk about consistency to actually have that information you need obviously the name of your company you obviously need a phone number and you need to put your address in there but really of all three the phone number’s just as important because when we talk about local seo we mentioned mobile earlier we know that a lot of people initiate their search on mobile and so if they’re looking for a local restaurant or local cafe or that plumber and you appear in local seo then your phone number’s going to appear with the results and that gives an opportunity for somebody to go ahead and just click on that number to call it just makes it that much easier for somebody to get in touch with you so consistency and having all your information are important factors for local seo so having an inconsistent nap if you will is not going to bode well for you on the local seo results okay it’s important because it offers up legitimate legitimacy it offers up better rankings and at the end of the day it’s going to help you get those calls it’s going to help you get traffic to your website so for example if a particular company that sells puma running shoes has yellowpages.com listing we want to be consistent if it’s on yellowpages.com and this is their address on their website then you need to be consistent with that if it’s inconsistent and we’re talking about very minor details but these minor details are important simply just putting rd as road and then spelling out row is going to cause some inconsistency so consistency is very important why because local seo is also tied to mapping you know google maps and so google wants to see consistency so that they can offer up the address and the mapping services so that’s one good reason why it needs to be consistent another reason is again you know so many may want to uh drive to your location or call your location or see if that location is close to them so that’s why consistency is such a key component to local seo so in order to get started on google for local seo what you want to do is you want to just do a search for google my business so google my business is the platform in which you’re going to set up your local business and once you set up your google my business account whatever that account is you want to make sure you have all the credible information in there i can’t stress that enough you need to have that phone number you need to have that address it needs to be consistent but with google my business there’s a lot of things you can do here so you can manage reviews so if you do have a location you can go ahead and manage those reviews that somebody puts in for your business and so if it’s a negative review you definitely want to respond to that negative review if it’s a positive view you definitely want to respond to that positive review so you can manage reviews you can upload photos so photos is a big component as we talked about with all tags and images you know having these images help appear in the local seo results you can manage a lot of other things your information you can manage posts you can offer up promotions there’s a lot of things you could do you could set your business hours so the more information you put in to google my business the more information is gonna can be conveyed to the end user looking for your products and services and google my business even goes as far as offering up the opportunity to have a website so if you’re a business that doesn’t even have your own website you can create a website right in google my business and so the end result is this if somebody’s looking for let’s just say lice removal and orlando let’s just say your child comes home from school with some lice you need services that offer up lice removal well you’re going to be able to see businesses listed in the atlanta region that offer up the service you’re looking for and if you’re on a mobile phone you can go ahead and quickly you know call that person you can go to the website you look at the reviews so local seos are very important to local businesses very important and so you want to make sure you have consistent presence not just on google but on bing and some of these other local platforms like yellowpages.com for example so being prominent across multiple platforms is going to put yourself in front of the right audience who’s looking for your products and services let’s talk about how to measure your seo performance so all that hard work you’ve done with on-page seo in coupled with all the work you’ve done with off page seo are eventually going to net results and positive results and we want to be able to measure that as you’re actually doing the work as you’re putting forth the effort on on page and off page and so we want to be able to measure that and so you want to be able to understand what to measure and where to measure it and so when we talk about seo we really want to hone in on three high-level core metrics and that’s ranking traffic and conversion so when we talk about ranking traffic and conversion we can break that down into this list here what kind of traffic are we getting from organic search what kind of traffic are we getting from mobile devices remember mobile is very important because as we talked about with on-page seo as we talked about with local seo a lot of searches start with mobile devices we want to look at keyword ranking remember keyword research is the first step in the seo process even before we do any work with on-page and off-page you know we want to look at the local visibility if we have local seo results we want to look at engagement metrics so all that traffic we’re driving from organic search we want to be able to measure how they’re performing and behaving on our website we also want to measure some form of progress on off-page seo and that’s in the form of backlinks so all of these are different metrics we can measure using different tools so let’s talk about how to go about looking at these metrics and where to go look at them and measure them and so really monitoring all this behavior will help us understand how we’re performing how seo is performing and so really what we want to do is start with organic traffic and so we can look at that on a month-to-month basis we can look at it from a geographic perspective we can look at it in terms of how many new visitors we’re driving versus returning and then again more importantly conversion rate and so to me the best place to start to look at that traffic from organic search is google analytics and google analytics is a free tool it’s simply there to measure website performance so if you go into google analytics we can actually go in and we can look at all sorts of data based on website behavior and so if i’m in google analytics and i go under acquisition and then i go under all traffic channels over a given period of time let’s just say the last seven days for a particular website i can see what traffic is coming from organic search and then i could see the amount of new users that are coming from organic search i can also see engagement metrics bounce rate for example so i want to be able to see if somebody’s typing in a query clicking on our link in the organic search results and then coming to our website are they actually engaging with their website or are they leaving the website after only visiting the page they landed on so that’s all in these are all important metrics to measure and i can measure all that right here in google analytics if i wanted to i can even take it a step further and break that down by country so if i type in country as a secondary dimension now i can see what country is driving traffic from organic search so a lot of your organic traffic information is going to be centrally located in google analytics so we also talked about mobile traffic a majority of searches take place on mobile phones versus desktop so google basically is reporting that nearly 60 of searches now appear from mobile devices and so if we go back to google analytics we can also look at a mobile report so if i go in google analytics under audience under mobile overview i can see a breakdown of the amount of traffic coming from desktop versus tablet versus mobile and so you’ll find as time goes on that your mobile device is likely going to drive a majority of the traffic from organic search and so you can compare device information with channel so if i just type in channel and google analytics as a secondary dimension and look at the default channel groupings versus device category i could see that you know mobile from organic search has driven traffic over the last seven days this is something you want to keep an eye on because a lot of people tend to begin their searches on mobile devices so mobile ranking is different than desktop ranking because with mobile ranking it’s based on a responsive website and with that responsive website basically responsive being that the website’s going to adapt to the mobile device so it’s going to respond to the device that somebody’s on and so therefore the metrics or the engagement metrics are going to be different but if i look back to google analytics i can see again bounce rate i can see pages per session average session duration so if i look at line three i could see all the different engagement metrics compared to those metrics from other devices and other channels okay so you want to be able to do a comparison because if behavior is not up to par engagement is not the par on mobile then you want to do something about that so you want to hone in on mobile traffic specifically from organic search because the behavior is going to be different you know people start their searches on mobile the site’s going to be different and so therefore it’s a different experience altogether so make sure you track the behavior and more importantly make sure you track that page speed so earlier we talked about on-page seo when we honed in on page speed so just as a reminder if i’m back in analytics and i go back under behavior then if i go to site speed then if i go to overview i’ll be able to see the average page load time on my website i can also look at specific page timings and i should be able to see that by device so if i type in device category i’m going to be able to see how each page loads per device and so this allows me to understand which pages are loading fast which pages are not loading as fast and address those pages accordingly to improve engagement metrics so we want to keep an eye on page speed as well as overall user behavior from mobile devices you can also use other tools that are out there like agency analytics there are plenty of tools out there i tend to use google analytics because primarily it’s free and google analytics is a google product so it works with other google platforms like google search console we want to keep an eye on ranking so remember when we do our keyword research we’re choosing keywords that have high relevancy high volume and low competition so we want to be able to track keywords that we choose that have high relevancy high volume and low competition and so the tool we use or at least i recommend using is moz so i mentioned moz earlier with on page and off page seo so if we go into moz and we know what keywords we’re trying to rank for we can go ahead and add them to mods and what moz does is they actually track where these keywords rank and so if i go into mods and i click on rankings i’ll be able to see on a weekly basis or a monthly basis how our keywords are ranking and for what pages they’re ranking so for whatever keyword i choose to to optimize for i want to make sure i put those keywords in moz because when i put them in moz moz is going to on a weekly basis tell me where these keywords rank and for what url they’re ranked for so that way i can keep an eye on ranking over time because in theory the higher you rank the more traffic you’re going to get and so we want to be able to see the trend in which keywords rank okay so if i click on a particular keyword in moz it’s going to give me over a period of time where that keyword is ranked be able to see improvement in ranking for particular keyword the whole idea behind seo is to choose keywords that are relevant optimize for those keywords so that you can be ranked for those keywords in order to get the traffic and conversions so moz is a good platform that helps us monitor rankings for particular keywords now if you don’t want to use moz as an alternative you can turn your attention to google search console and so remember we talked about google search console earlier when we talked about sitemaps we also talked about mobile usability with search console we also talked about links to your site with google search console so google search console is a good tool to help you understand how you’re performing with organic search and so there’s one tool in particular which is performance that helps us understand what keyword queries people are actually typing into google search and so here i can see the actual query and so with this particular website valleyfig.com i can see that dried fig recipes over the course of the last three months had 5 5414 impressions that means that one of my pages either one or multiple pages appeared in google search engine results 5414 times and over the course of those 5414 impressions i received 1100 clicks so google search console is going to be able to tell me not only you know how many impressions i receive for a particular keyword but they also going to tell me how many clicks and if i wanted to add more metrics to that i can add them like the average ranking position for keyword the click-through rate so i can add multiple metrics to this report to give me an understanding of hey are any of my targeted keywords being used or queried and if they are where am i ranking and i am i showing up and am i getting clicks so search console sirs is a good alternative if not primary tool or platform for you to measure how your organic search results are showing so for local visibility this metric is important for you know maintaining local seo so remember on the local seo we talked about google my business so if i go back to google my business i can go into my account and so google my business is going to be able to show me some metrics so if i go into google my business and click on insights i’m going to be able to see a number of different metrics over the course of a month i can see exactly you know what queries were used by how many users and when i appeared so i’ll be able to see how many views i receive not only on search results but on maps then i can also see what actions people took when they saw my results in maps or in search did they visit my website that they request directions that they call so i can actually see engagement metrics right in google my business i could see a breakout by zip code i could see phone calls by day of the week i could see how many people even viewed my photos so there’s a lot of insights into local seo on google my business so that gives you an idea of how you’re performing organically on local search and remember you want to be able to use google my business to hone in on your specific audience so all these metrics help you align with whether you’re getting in front of the right audience and whether that audience is actually behaving the way you want them to meaning you know are they actually contacting you are they going to your website are they calling you so local visibility and understanding the metrics involved with local seo is very important so google my business is where you want to turn your attention so overall engagement metrics are important they play an important role in determining rankings for example we talked about bounce rate to bounce rate is the rate at which people go from organic search to your website and then leave after uh seeing one page and not going any further so if they land on a page and then leave the website after landing on that page it’s considered a bounce and so bounce or bounce rate is a good indication of how people are receiving our website or the content that they’re reading on our website there are other metrics involved like average session duration or pages per visit all of these are engagement metrics and let’s not forget about page speed so page speed is also a good engagement metric all of these metrics affect or determine rankings so we want to be able to make sure that if we’re in google analytics and we’re looking at engagement metrics that our metrics are good because if somebody comes to our website from organic search and there’s a high bounce rate then what does that tell us that there’s a disconnect between what that person’s querying and then the content that they’re reading and so we want to be able to address those engagement metrics so that we can continue to not only drive quality traffic but keep the traffic engaged and then in turn drive up conversions last metric we want to look at is backlinks so content having more backlinks from good domains will effectively improve your seo performance we talk about backlinks with off-page seo and remember quality over quantity and so we can measure backlinks going back into moz we can use moz’s link explorer tool so remember if i type in a domain valley fig i can get some metrics related off page seo including my domain authority but more importantly i can see what links are pointing to my site in this case valleyfig.com so i can see there are 575 link domains i can see there are 7 900 inbound links and so just by clicking on that i can get an idea of the types of websites that are linking to my site and their domain authority and their spam score google search console so if you go back into search console you can also just click on links and we should be able to get an idea of you know what websites are linking to our site and more importantly we want to be able to see not only what sites but what pages they’re linked to remember we want our backlinks pointing to interior pages not necessarily the home page so here i can see the top link page for valleyfig.com is slash recipes so we want links pointing to our interior pages not necessarily the home page that’s what’s going to help your performance your rankings for all your pages not just your home page so having quality back links pointing to interior pages help boost the domain authority and the page authority for that particular page so again using moz link explorer tool or using the links report and search console are good sources for you to identify backlinks so when we look at these these reports we want to look at the domain authority of these sites that are linking ours the number of outbound links to the site or specific pages on our site we want to be able to look at the ratio of link distribution you know we want to be able to look at how many follows and nofollow so most of this if not all of these metrics are in moz so if i go back to moz i can actually see you know which one’s pointing which ones are followed the total quality of the link that’s pointing to our site again bam so moz link explorer report tends to give us all the information we need in order to measure and get a sense of our backlinks that help us with off-page seo so there are other tools out there there’s hrefs again search console there’s other seo platforms out there that’ll help you measure backlinks okay now that we covered everything with on-page seo and off-page seo and really everything seo in general let’s take a little quiz and if you could go ahead and just put your answers in the comment section below so just a little quiz here and we’ll start out with question one which the following type of site map is specifically designed for search spiders so the answer is either a html sitemap or b xml sitemap so go ahead and put your answers in the comment section below i’ll give you just another second to think about that okay another question for you from a search engine perspective which of the following link types could cause a negative effect on your rankings it’s either a purchase link or b no follow link so again if you could if you know the answer or just take an educated guess go ahead and put the answers in the comment section below okay next question a website’s robots text file serves what function is it a tell the bots what pages should be crawled and not crawled or b tells the bots what links should be follow and no follow so if you know the answer you feel good about your answer go ahead and put it in the comments section below today we’re going to talk about seo tips and tricks so let’s get started and throughout this series we’re going to have a few tips to share with you and we’ll start out with tip number one opt for smarter ways to do keyword research and so if you listen to any of our seo tutorials in the past you know that keyword research is the first step but the most crucial step in starting seo so when we do keyword research we want to be able to basically find keywords that we feel are relevant to our business that we want to be found on search for and so here are a few tips that can help you do that research in a more efficient manner the first thing we want to do is identify a list of keywords that are relevant so we only want to focus on relevant keywords for our business that’s a given so what i would suggest is as a best practice maybe you know put down some of those keywords in a spreadsheet so think of them as a theme of keywords because when you do research you’re going to want to include a theme of keywords related to one another so you can pick the best ones out of that theme and so as an example if we have a company that sells dried figs in a spreadsheet as an example if i show you a spreadsheet maybe we want to focus in on just dried fig and maybe we want to focus on dried fig recipes so go ahead and put those in a column you know some of these keywords that you know you want to be found for so that’s really the first step they need to be relevant so put them in a spreadsheet so that you can build keywords around that list then we want to choose keywords and when we choose keywords we want to have some criteria around choosing them and so we always want to choose keywords with a lot of volume and what i mean by volume i mean how many people on average type in that keyword or a related keyword per month the second criteria is the keyword a product fit meaning you know is the keyword relevant you always want to stay true to relevancy the third is commercial intent what is the intent of the keyword is it trying to get us a sale is it answering a question so what is the intent of that keyword and then last it’s difficulty so we want to definitely take a look at how difficult a keyword is to rank for on organic search so that’s some of the criteria you may have some additional criteria that you want to use but this is the criteria basically for choosing keywords so again we want to prefer keywords with high volume you want to be careful of seasonality so remember seasonality in this example christmas tree you’re only going to have a spike you know during the winter or excuse me the october november december months so be careful of seasonality when choosing high volume keywords and again keywords that are relevant to your product even though it doesn’t have much search volume relevancy always trumps volume or any other metric commercial intent so we want to look at keywords that for example have buy in them they may have low search volume but if somebody’s typing in that keyword then we can insinuate that the consumer who typed in that keyword is ready to make the purchase so we want to look at what the intent is of that keyword and then again the difficulty always opt for keywords that have low difficulty or competition and so in order to get these metrics we can use third-party tools and i’m going to show you a couple of examples of third-party tools you can use that will give you some of this information so the first tool i’m going to show you is google ads keyword planner so if i’m having a google ads account i could simply go to tools and then choose the keyword planner and from there i want to find new keywords so if i choose the keyword dried figs because that’s the keyword i put in my spreadsheet that i’m interested in optimizing for and then maybe drive fake recipes that was the other keyword theme so if i enter those two keywords in just to begin with basically what google is going to give me is the average search monthly volume so here i can see dried figs i have an average monthly search volume 8 100. that means on average over the last 12 months that’s how many people have typed in that keyword here i can see a little bit of a trend i just hover my mouse over that graph i could see again for seasonality impact if there is any seasonality what the volume is on average per month then i can see the competition is high and because this is google ads because it’s paid search they’re gonna give me a sense or an idea of what i should be bidding on that keyword now that’s another topic for another day but it’s good information to have because if you’re not ranking for a keyword you could decide to bid on it for paid search so don’t discard the bidding information go ahead and put it in a spreadsheet for later use but for now we’re focused in on keywords that are relevant how much volume how much competition okay so once i get this information here i can simply go back to my spreadsheet and put that information in there what’s the volume for dried fig what is the competition now for competition notice that google ads gives us a higher low now if we’re trying to measure ratio between volume and competition we want to get an actual sense of what that competition is so what i always do as a best practice is go into google search if i go to google search and i type in dried figs i’m going to see the actual volume is 34 million 500 000. so i can see that’s the actual search volume for this particular keyword however if i add a syntax called all in title before that keyword with the colon space and then hit enter then i could see the actual volume reduces to 31 000 and basically what this tells me is that 31 000 listings results have the keyword dried figs in the title tag so if a web page has dried fig our targeted keyword in the title tag then ideally we can insinuate that that page is trying to rank for that keyword so therefore in order for us to rank number one on google we have to jump over 31 000 results so we want to be able to include this information into our keyword analysis so if i go into our keyword analysis here and i go ahead and enter in that information so what’s my keyword my keyword is dried figs okay my volume was 8 100 my competition was 31 000 and so that gives me a ratio of 81 divided by 31 000 if i make that into a percentage basically 26 so that’s my keyword effectiveness index or kei or ratio between volume and competition and so that’s an a way that you can gather information is by using google ads enter the information into a spreadsheet and then sort all your data by kei you could sort it by volume you could sort it by competition all these metrics matter alternatively as another tool you can use moz so moz has a keyword explorer tool okay so if i type in the keyword dried figs focusing on the united states i could see that moz says hey look there’s anywhere between 4 300 and 6 500 in terms of volume out of 100 the difficulty is 41. and so i can expect a click-through rate of you know 41 and so basically the great thing about moz’s keyword explorer tool is i can also look at the search analysis search engine results pages what serp stands for and i can analyze the serp for a particular keyword in moz so i want to be able to understand what my competition is doing so here i could see if i really want to try and optimize for that keyword i could see what the other pages are ranked for that keyword in the on page one i can also see what local results show up for that keyword so here i could see that we have a number of different sites listed here so if we want to be number one these are the sites that are basically above us that we need to climb over to be number one on google so i find that the keyword explore tool in moz is very helpful for understanding your competition as well as getting a alternative check on volume and competition or difficulty if you will and so remember we want to identify a list of keywords that are relevant i can’t stress that enough we want to choose keywords based on difficulty we want to choose keywords based on volume on commercial intent and more important relevancy we can also identify trends from a site search query like amazon and know what your competitors are ranking for so we can also go back into moz and we can see just by typing in some of the keywords we’re focusing on we can see if our competitors are ranking for the same keywords just by using that keyword explorer tool and then another thing we want to look at is lsi or latent semantic indexing so that’s a fancy word which basically means we want to find keywords related to the topic of the page you’re trying to optimize so if there are other keywords on that page then you could sway in that direction and so when it comes to choosing keywords you want to choose always a primary and secondary keyword and so if we go back to our spreadsheet it doesn’t necessarily always have to be just one keyword it doesn’t necessarily have to be dried figs we could choose another keyword that has a good volume to competition ratio so we want to choose keywords that are always relevant and if we’re analyzing nothing but relevant keywords then we want to be able to choose keywords that have a good ratio between volume and competition so you always want to choose at least two keywords per page we could also stay up to date on industry news as it will help you learn new jargon so it doesn’t hurt to subscribe to sites like search engine watch or search engine land they have lots of good tips so here i’ll show you what that one of those sites look like if i simply just go to search engine watch dot com i find this is a good resource to stay up on the latest news when it comes to search engines here we could see why seo and front-end developers are the perfect search marketing team another article about optimizing your channel youtube channel five easy steps so there’s a lot of information here on search engine watch that pertain to seo and keyword research we could also look at other third-party sites like wikipedia reddit and core for example so if i go to quora i can do a search for dried figs and i could see what’s being written about that topic so that should give me some ideas to build a keyword a list around so for example the health benefits of dried figs okay are dry figs safe for diabetes best ways to eat dry figs so those are all good keyword themes that we could build a keyword list around and i did that simply just by typing in dried figs on core so that’s a a good tip for you to leverage when you’re trying to build out a keyword list okay let’s uh talk about tip number two which is publish high quality content to get more traffic to your website so it’s all about content so we’ve already done the keyword research we still need to kind of merge the two when we talk about merging the two it’s not just building content around those keywords it’s much more than that when it comes to seo and so that’s why we always talk about high quality content so let’s talk about some of the tips that can help you create high quality content so first tip is we want to be able to publish longer and engaging content longer and engaging content tends to rank higher on google why because you have more content to work with and when you have more content to work with you can optimize it you can structure it you can insert different assets like videos and images and by keeping it long you’re gonna likely keep it engaging and so google tends to lean in favor of content that is well organized structured and long because it is more likely to be engaging for the end user we definitely want to include those target keywords so you want to be able to you know insert those keywords into those meta tag descriptions into those title tags into those alt tags but you want to work them in naturally you don’t want to force anything content should be naturally written because if it’s naturally written it’s going to be engaging so we want to use lsi keywords in the content so lsi or basically latent semantic indexing basically just means different terms and concepts related to your target keywords so feel free to use terms that are similar to what you’re currently using these keywords can definitely be used for seo because they create more visibility and potentially higher rankings because it gives you an opportunity to use keywords that are natural and work for different variations and let’s look at examples so if you’re optimizing an e-commerce category page and your keyword is one mix used for men so we want to use keywords closely related to one mix used for men for example running shoes for men or sport running shoes for men outdoor sports shoes or air cushion shoes let’s take a look an example of amazon so if i go to amazon i could see the one mix shoes for men page and if i look at this page i can see a lot of product and each product has basically some content associated with it i.e the title of the particular product and so you want to be able to use different descriptors for this particular product for example men’s running shoes or breathable lightweight gym sports shoes or lightweight casual sneakers or walking casual sneaker all of these are lsi related keywords they’re similar to what we’re trying to optimize for so you don’t necessarily always have to be brand heavy or stick with one keyword you could definitely show variation especially on the e-commerce side if you’re dealing with different products so we want to make the content readable with the help of visuals subtitles and bullet points so if your e-commerce you want to make sure that page is laid out properly easy to read you hear i could see the descriptor along with the title all kind of merge together and so there’s no break out of okay this is the product name this description it’s kind of one all-in-one which i like it just makes it more natural sounding okay and you can see these are all broken out uh pretty well laid out page and amazon is more or less you know consistent in terms of how their pages are laid out so make it readable add visuals add subtitles add bullet points it helps break out a lot of the content especially if you have a long amount of content or large amount of content so the use of subtitles bullet points and visuals will help break it out structure it and make it more engaging for the end user you definitely want to write an effective and organized content in order to reduce the bounce rate so there is correlation between engagement and bounce rate the more you structure the more you add visuals the more you add subtitles the more engaged somebody’s gonna be the less likely they are to bounce from the pitch we also want to share customer reviews and ratings so if you have a web page you sell products even if you don’t sell products it’s always good to have testimonials or some type of customer review so if we go back to our example on amazon and we clicked on a product uh one of the running shoe products we look here we can see the image we could see kind of the description well i may not be so interested in buying this product i want to know a little bit more about it well that’s where the breaking point comes in that’s where the decision factor comes in where if i read other reviews then i can possibly have my mind made up to buy this product so here i could see that not only the reviews but there’s testimonials so i could see that here you can see that there’s a lot of stars and you can see the kind of the review title these running shoes are very comfortable and lightweight so you have a lot of different feedback and so reading custom reviews is always helpful because even though you’re making the decision it kind of will help sway you in one direction or another at least it does for me so that’s the the beauty of a customer review and a rating we want to be able to use those to our advantage and then you want to be able to update your content on a regular basis so and that goes for testimonials and reviews you want to make sure you’re always getting reviews if you’re always getting reviews then that’s just adding to the particular product and so if you’re always updating your content on a regular basis as well then google’s going to be able to see that and google likes fresh content okay we also want to include the benefits of the product so if you’re selling a product any product you always want to include the benefits you want to do as much as you can to make your product engaging to the end user enticing so that they can buy it so in addition to customer reviews or adding content about the product you want to include benefits so if we go back to amazon here we can see amazon lists a lot of the benefits or one mix in this case lists a lot of the benefits so here you can see all the descriptors about the particular product it’s got rubber sole it’s got a breathable textile lighting you get free high quality socks with every shoe so these are some of the features and if we continue to scroll down we could see some of the details about the fabric type specifics about the fabric and a lot of information on this product page even a sizing chart so a lot of different features that will help the end user make the decision so don’t hold back add as much information as you possibly can as much information as you have available it doesn’t hurt because in the end what you’re trying to do from a product perspective is sell the product and you can’t really sell it unless you have information that’s going to convince the user that this product is what they want to buy so include the warranty size recommendation return policy and some offers so it should all be listed on the page easy for the end user to see so can’t stress it enough provide as much product information as possible go back here here it has a sizing chart what colors are available again some of the descriptors if i scroll down here i can see some more of the benefits you know waffle rubber outsole soft deodorant insole again fabric type it’s got all sorts of information it’s got images about the fabric itself the shoe itself how it’s structured so a lot of information about this and it even does a comparison and so there’s a lot of information about this particular product so don’t hold back add as much as you can to convince the end user so in the case of the one mix on amazon you know they had a sizing chart you know they had an faq being additional information what other products that customers view from one mix and then testimonials so these are some of the basic bits of information you want to add on your page if you don’t have customer reviews it’s okay add faq in its place again the end result is to convince the customer to purchase the product and then build a comprehensive internal linking structure of web pages so every product page should link to similar products so if i go back here here i can see other products from one mix so you should always have a linking structure so that if the end user doesn’t want to particularly buy that particular product then you have links available so they can go to another page and then add different varieties and related short videos of the product so if we go back to our product page you know they have different varieties that they’re showcasing here they have the size chart they even have a size convertible chart so if you’re dealing with metrics you can go over to us metrics feet vice versa you can add a video you know show a video of if you’re selling running shoes throw a video somebody working out you know it doesn’t have to be a full-blown commercial per se but it could be a short 30-second video of what the shoe looks like on somebody else’s feet so that they could see somebody walking with those shoes on so video doesn’t have to be a big production you can do it right from your phone so review your content before you publish this goes without saying you want to do that just you make sure you include everything possible because when the content does get published remember google is going to index that content when they index it it’s going to show up in the search results so we want to make sure we have all the information readily available not only for the end user but for google as well we want to be able to analyze our meta tags in url to improve click-through rates so this is important because the meta tags i.e the title tag and the meta description and the urls what shows up in google search results so we have title tags up first that’s the first important element that’s what shows up in the search results so what we want to do is we want to optimize the title tag and when we optimize it we want to use modifiers and when i say modifiers i mean you know feel free to use the word best or back or free shipping or discount so for example if you’re selling running shoes 25 best sneakers or up to 70 off or free shipping or buy shoes on discount very action oriented but you know it includes these modifiers that are going to help somebody click on that link so some tips for optimizing the title tag in addition to modifiers we want to watch the title length and we want to include those target keywords in the title tag so remember you’re likely going to have two keywords to work with you want to have at least one of those keywords in your title tag so with the modifier you know up to 60 to 65 characters in length with that targeted keyword should get you a good title tag that’s going to get somebody to click on it so let’s look at an example so if i type in the keyword best recipes for dried figs you know here i can scroll down here’s my title tag stands out my url is right underneath that and underneath the url are is the meta description and so here i can see some modifiers 188 best autumn dried fake recipes or 25 fantastic fig recipes or 10 best cooking dried fig recipes so these are all modifiers they’re going to help somebody get the click get them to click on your link and go to your website so when you don’t hit the 65 character lemonade if you go over that google’s going to cut off the title text so we want to avoid that at all possible so the whole idea is you know like 10 best cooking dried fake recipes by emily that’s a good enticing title tag okay takes into account a modifier includes the targeted keyword and is under the 65 character count some additional tips for writing meta description we always want to provide a unique description for each webpage of the website so no duplicate meta tag descriptions every page needs to be unique then we also want to be specific about what we’re offering so if you have say you’re selling headphones and you have a particular set of headphones from a different specific brand include that in the meta description if you have that particular product from that brand on sale include that in the meta description so you want to be as specific as possible the whole idea behind a meta description is to describe the page but also to get the end user to click on your link so here’s an example of using modifiers and describing a page if we look at amazon again we can see this example here and if we look at it on google search results so if i type in amazon bluetooth headsets ten dollars are on sale here we can see a lot of amazon listings in google search here you can see the use of modifiers in the title tag and also in the meta description here we could see that you know this particular headset bluetooth headset is on sale 50 off so if something’s on sale feel free to include it be descriptive about the page let people know where they’re going and use those modifiers don’t be afraid to use numbers in the meta description even if it’s the price itself even if it’s not on sale but it is the price included it’s not going to hurt the more information you can include in a meta description the better chance you have of somebody clicking on that link use numbers symbols you know percentages off always help use catchy words like discount or cashback you’re competing with other listings on the page so if you have something on sale if it’s on clearance list that it’s on clearance here i can see they even included the coupon code so feel free to list as much specific information about that page as possible the whole idea is you’re competing with your own web pages but in other cases with competitors so the meta description along with the title tag and the url helps separate out you from the rest of the listings on search engine results and we don’t want to keyword stuff we want to keep it within 160 something characters or 160 65 characters because google will break off the meta description just like they do with the title tag and so we want clean natural written meta descriptions that separate you from the competition so that means including the keywords but making sure those keywords are naturally included in the meta description so if i go back again to valleyfig.com and i could see the meta description hey welcome to the best resource online for dried fake recipes savory is sweet snacks are healthy dried food recipes we’ve got it all okay start cooking with figs and so it’s natural sounding it does include the keyword it’s not keyword stuffing it’s natural sounding that’s hopefully going to get that person to click on this particular website let’s turn our attention to the url so we want to make sure that the url is basically taken into account best practices so if we take a look at this particular url here it doesn’t necessarily look as attractive as we would like so first of all i don’t understand some of it so that makes it unpleasant boring and messy to say the least so you want urls that you know basically are clean and understandable so in other words we want to make them seo friendly because if they’re seo friendly somebody understands the url then they’re likely going to click on it so the old rule of thumb is if you can read the url then the search engines can read the url so here are some tips for creating friendly urls for seo make it readable you want to include the target keyword in the url so if it’s dried figs the url should include dried figs if it’s dried fig recipes make sure it’s dried fig recipes now avoid using too many subdirectories in the urls so we want to keep it as close as possible to the root directory and match the urls to titles most of the time so let’s go back to our example here here we can see this is valleyfig.com recipes not necessarily dried fig recipes but recipes nonetheless it’s in the root directory okay so at all cost now this is in some cases unavoidable given that you may be dealing with an e-commerce website that’s calling you know content from a database so if it that is the case you’re going to have some dynamic parameters in the url which is fine just make sure you avoid having too many of those dynamic parameters it’s understandable that parameters but the rule of dumb generally is no more than two different parameters in the url so prefer to create short urls that’s really the way to go the shorter the better is the rule of thumb and you know if you’re going to break up the url then use hyphens instead of underscores it’s just cleaner it’s a more understandable search engines tend to read it a little bit easier if it’s hyphen so here’s what a friendly url looks like for search you got your domain you got a subcategory broken up with a hyphen and then the product so that’s just a clean url for a particular e-commerce site that has categories and sub-categories so again we got amazon.com your category can be electronics your sub-category could be earphones and your product could be both earphones it’s that simple let’s start with talking about rich snippets this is tip number four so we want to add rich snippets to improve your website’s visibility on serps so tip number four is all about rich snippets so let’s start out by asking ourselves what is a rich snippet so rich snippet is simply just a term used to describe structured data markup that you as a website owner can add to your html so hypertext markup language or html is what is basically constructs a page if we can add more information to that that will in turn allow search engines like google to better understand the information that’s on that web page so the more google understands about that web page the more they can put into the search engine results page so rich snippets is basically some structured data markup that we can add to our existing html and so if we want to add rich snippets to search engines then how would you prefer your products to be displayed well if we have products then we want to make sure that maybe we have reviews or maybe we have so um other information in there like links to our site okay so there’s a lot of different types of rich snippets that you know we can add that google can recognize and add to the search engine results so if you have a product then there’s a lot of things we can add like specifically product reviews so we want to be able to add more information to the search engine results by working in some rich snippets so basically the whole idea is to set up the rich snippet to drive targeted traffic okay so because the more information in the serp the more likelihood you’re going to get the click and the more likelihood that click is specific traffic so some of the benefits of structuring the data for rich snippets are as i mentioned increasing click-through rates you know also increasing conversion rates so when you get the traffic from organic search to your website if somebody’s looking for specific product and you have a number of different good reviews showing up let’s just say 5 stars out of 5 stars and you have 100 reviews showing five stars then you know somebody’s probably going to send take some trust in your brand and your conversion rate probability is going to go higher it also helps improve your search engine visibility because you’re adding more information so in other words the more google knows about your page the likelihood it’s going to rank that page and it’s more likely that that information that’s contained in that rich snippet is going to get featured in either the knowledge graph which is that graph on the right side or in a featured snippet which usually shows up at the top of search engine results so in other words the more information you give google the more they can use that information on their search results page and there’s no disagreeing that the more information that you have in your search engine result the likelihood of getting more traffic increases so for rich snippets you could always start with images so some of the common properties that you can add to your product page if you have a product pages the page itself is an image you can always start there you can always add a description you can always add in ratings and you can always add in reviews so these are some of the most common attributes you can add as a rich snippet so if you add that google picks it up it’s going to include that information in the search results okay some others are offers prices site links links to your site and product availability so all that information can be conveyed to google google understands what you’re trying to pass along it’s going to include that in the search results so did you know that according to ahrefs over 99.58 of featured pages that have structured data already rank in the top 10 list of the google search results page so in other words if you have rich snippets in your page your chances of ranking in the top 10 of a google result is going to be very very very good okay let’s talk about tip number five optimize your site structure for a great user experience so let’s go over some of the tips that you would do for planning a good website for seo and so tip number one is you want a url structure that follows your site’s navigation hierarchy so obviously home page interior pages so depending on what type of site you have obviously the navigation needs to follow that site’s navigation that site hierarchy and it all starts with the home page you want to optimize your home page to drive traffic to your product pages so the home page is nothing more than a doorway into your website and so the site’s navigation should link to all those different products so if you have an e-commerce site with sub categories or categories subcategories then you want to be able to make sure your navigation reflects that you want to build a comprehensive structure for internal linking as well because when you’re from the home page obviously you want to be able to easily navigate to other pages however when you’re on other pages you want to be able to have a link pointing back to relevant pages and not necessarily on the home page so this serves two purposes one for the end user obviously you want the end user to navigate through your website seamlessly right second for the search engines they’re following links they want to be able to understand how your website flows and links together so you don’t want a scenario where it’s a one-way street from the home page to interior pages you want basically a home page to interior interior to other relevant interior pages and that could be a lateral or that could be a situation where it’s a hierarchy for example home page category subcategories sub sub category etc you want to be able to make sure your site is constructed in a manner in which the search engine can read it so css or cascading style sheets or hypertext markup language html are your two most common languages that’s basically what browsers load that’s what search engines like to index it just makes it easy for them to understand what your page is all about remember we talked about rich snippets in the previous tip rich snippets are nothing more than supplemental html to describe what the page is all about so that the search engines can understand that page and include reviews or include site links in the search engine results so this is all based on html so the more you provide the search engines in a more structured manner via html the more the search engines are going to stay on the page adding breadcrumbs to your product pages is also a good practice

if you have an e-commerce site and you have a category then a sub-category then a sub-sub-category then a product page well it’s probably not a bad idea to make sure you have a breadcrumb so that was that way somebody can easily go right back from the product page to say the category page or to the subcategory page directly without having to hit the back button or having to go through the navigation some good examples i think amazon is a good example of using breadcrumbs giving the amount of products they have on their site so go check out amazon if you want a good example for breadcrumbs and then canonical tags we want to make good use of canonical tags and that’s in order to avoid duplicate content so a canonical tag is nothing more than a link element basically or an html element that basically prevents duplicate content issues so in other words if we have a canonical tag as a meta tag basically we’re telling the search engines this is the preferred or canonical version of a web page okay so use this web page so it signals to the search engines which page they should basically index and pay attention to and avoid at all the other pages that have similar content so that’s the idea behind a canonical tag so that’s a good best practice and then optimize your site for desktop and mobile i can’t stress the mobile part enough most users begin their journey on mobile so if you’re not sure about what the search engines like or don’t like you can always refer to google search console for an example so if you go to google search console they have a report called mobile usability so if you click on mobile usability you can see what pages they like what pages they don’t like from a mobile perspective and if you have errors they’re going to tell you what those errors are so if your website has text that’s too small to read they’re going to tell you that these are the pages with this error and so that allows you to go and address those errors because from a google perspective if you have if a page has a mobile usability error then google will not index that page so leverage google search console to get a sense of what type of errors your site has from a mobile perspective you also want to prefer to keep your checkout page simple so again from an e-commerce perspective you want to keep the checkout page as simple as possible for obvious reasons you want the end user to have a good experience and you obviously want the conversion so when i say keep a checkout page simple really now with today’s technology you can create a one-page checkout process you want to optimize your sitemap so when we talk about sitemaps we want to make sure that it’s a file and xml file that basically includes all of our urls and we can then turn around and give that site map to the search engines so if you have a sitemap in xml make sure you go to google search console so if i go to google search console and i click on site maps i can just simply just tell google where my sitemap is located and when they recognize that sitemap they’re going to be able to basically index the urls from that sitemap so we can see here how many urls they discover and how many they index so make sure you create the sitemap in an xml format submit the sitemap via google search console and then you can go back and see how many pages they’ve indexed versus how many you’ve submitted and you want to make sure that sitemap is dynamic meaning anytime you publish a url that url is added to the sitemap fixing broken links so broken links is not something you want but it’s something every website has it’s unavoidable you know people publish pages all the time there’s test pages there’s all sorts of reasons why a site has broken links you want to be able to address those and again going back to google search console we can basically see just by looking at some reports what pages have broken links and which ones don’t so we could certainly look at search console to get information about basically what pages are broken which ones aren’t and then we want to prefer predictive searches and integrate product typographic errors on your search bar so basically have a search bar that’s a best practice but anticipate knowing what people are typing in so that means maybe going into google analytics and looking at the search terms report so we can go into analytics and look at search terms to get a sense of what people are searching for but you know when we talk about integrating product typographic errors we’re talking also about fonts so we want to make sure we’re using the latest fonts so that we don’t run in any issues on our website people not being able to read based on a specific font that you’re using and then as a best practice what i found and this is not necessarily for everyone but using a live chat widget sometimes helps in fact i would even go beyond sometimes most the time again depending on your business but i see most businesses now have live chat enabled and so basically having live chat enables somebody who has a question to immediately reach out to somebody versus picking up the phone versus sending an email it’s just instantaneous gratification in some ways so inserting live chat on a website is more common practice than not nowadays given it it lends to a better user experience tip number six improve your page speed and reduce the bounce rate so let’s talk about page speed and how page speed correlates with higher bounce rate if it’s a high page load and so according to crazy page speed is an important overlooked seo tactic because for every second delay and page load can result in 11 fewer page views 60 percent decrease in customer satisfaction seven percent decline in conversion rate so you know you can see here regardless of how specific the numbers are when you have a page that loads slow you’re going to have lower user engagement and a poor user experience so you have to pay attention to page speed and so since 2010 google has been using page speed as a factor for page ranking in the search engine results so here’s some tips to focus on making sure your pages are optimal in terms of speed so enable browser caching okay you can reduce plugins if you’re using wordpress as an example you know disable plugins you’re not using getting using a simple website design going back to tip number five stick with css and html don’t do anything fancy in terms of technology because it’s only going to complicate matters optimize your code minify files meaning hey if you’re not using any code just get rid of it because code has to execute and that slows down page load time so if your website has numerous css and javascript files basically minify and combine them and that’s what we’re talking about there you know you don’t necessarily need a lot of you know javascript on your page you can leverage google tag manager or you know other features that help minimize the number of javascript files you have and so you can also get some of these ideas by going into google analytics so in analytics under behavior under site speed under page timings you can basically see how quick each page loads and then if you click on speed suggestions right below page timings what happens is google is going to actually give you some suggested ways to increase speed so if we let this report load we’ll be able to see some speed suggestions per page and so here you can see for example the home page has an average page load time of 4.89 seconds you can see right next to that we have page speed suggestions seven total so if we click on that basically what it’s going to do is going to launch another google product called page speed insights and what page speed insights is going to do is it’s going to analyze the page in question whether that be the home page or an interior page and what they’re actually going to do is not only analyze the desktop version of your website but also the mobile version and so now we can see opportunities to improve our page speed by making sure the images are properly sized making sure server response time is changed again defer unused css not using css that’s or getting rid of css or minifying it so there’s lots of things you can do and again this is desktop and mobile so on the mobile side we could see some of the other issues too that are causing high page load and so analytics site speed reports page speed insights are good ways to get an idea really excellent ways to really address page load time issues so again these are just some of the common issues with page load time there could be other factors leaning on those page speed insights reports will definitely help reduce page load time so basically according to google a website should have you know time to first bite lesser than 200 milliseconds milliseconds is very very fast so in case your website is slower than 200 milliseconds such as 500 milliseconds or more you need to improve it so you don’t even have to measure it by milliseconds you can even go by seconds which is what most of us count time and again you can see that simply going into the speed suggestions report in google analytics so ideally in terms of seconds you want something that’s about you know four seconds or less three seconds or less obviously as fast as possible so case study walmart walmart reported the following results so walmart experienced a two percent increase in conversions for every one second of page speed improvement so think about that there’s definitely correlation between page load time and speed so in conversions and user engagement so the quicker your page loads the higher the engagement so with that improvement they also experienced an increment in revenue so meaning the pages load people had a better user experience they were able to check out easier and that led to more revenue so they were able to measure revenue against milliseconds and that’s something you can certainly do in analytics you can correlate revenue with bounce rate you can correlate revenue with page speed tip number seven build quality links and increase their domain authority of your website so google’s top three search ranking factors includes link building so you need to have quality links from quality sites pointing to your site and so that’s a factor in terms of ranking so that’s falls under off page seo you need to build references and links on quality sites and so building quality links to your content can give your product or category pages or even content or blog posts a boost in the serps so it’s all about quality over quantity so it’s always building quality links not quantity so let’s talk about what kind of strategies you should implement so if you implement these strategies then you’re going to likely see a lift in the serps so earn backlinks from relevant and authoritative web pages so what’s authoritative well authoritative is subjective to some degree but it’s also measurement in others so you could use moz as a good tool to measure page authority or domain authority so if i go into moz moz has a page and domain authority score between 1 and 100 and so you can actually see what sites have good domain or page authority just by entering in the domain so relevant you obviously want to rank to something that’s relevant so if you’re in the food industry something food related you want to promote your content regularly on social media so social media i always consider it all low-hanging fruit when it comes to backlinking you know there’s so many different social media platforms available facebook linkedin twitter there’s so many varieties from images to pinterest and instagram to video being youtube so there’s lots of ways to get your content out on social media that will allow you to not only promote your band build a community but also establish a reference back to that page you can opt for guest blogging okay so you can reach out to another blogger and blog on that platform and it could be reciprocal as well a blogger can certainly you know blog on your platform and have a link back and it works both ways influencer marketing so influencer marketing is working with somebody who has a large amount of followers who can influence those followers to you know mention you in a hashtag link to your particular product or brand or even drive traffic to your site so you want to take advantage of social media platforms and start your own page as well so facebook’s a good example it could be having a youtube channel if you’re into video you can certainly set up a youtube channel build a following around youtube as well so always start your own page if that’s the platform of choice the last thing you should do is set up a page on social media and not keep it updated you could certainly participate in forums you can participate in other websites like cora or reddit that’s very you know content based content driven user driven i always recommend starting your own blog blog is a good way to not only generate content but it’s a good way to incorporate different types of content so you could set up different types of content and categories it’s a good way to incorporate different assets like images and video it’s a good way to get users engaged by having comments or having social share buttons it’s a good way to leverage that content onto other social media platforms so there’s lots of benefits to blogging very few cons the only con would be a time constraint but it’s better to have one blog post in one month consistently than not blogging at all so getting listed on high quality link directories like yahoo directory is still a way to add a link from a high quality site and then make use of broken link building so again on the last tip we mentioned search console search console certainly has reports available for you that allow you to see what pages on your site are no longer there and allow you to see what pages they’re linking from okay you can also do testimonials there’s lots of ways to generate quality links in a way you almost have to get creative but creative in a way that’s going to generate quality not quantity quality is the key so even if it’s one source whether that be somebody else’s blog so be it as long as it’s quality that’s what counts so let’s talk about some of the key takeaways from today’s tips so remember tip number one we want to opt for smarter ways to do keyword research so remember we want to look at volume we want to look at competition we want to create themes put them in a spreadsheet so we want to be smarter and which in the way in which we choose our keyword tip number two remember publish high quality content to get more traffic when we say high quality content remember break up the content use different assets organize it structure it you know make sure it’s answering some of these questions then we talked about in tip number three analyzing your meta tags and urls so we want to make sure that title tag meta descriptions are creative these modifiers like numbers or promotions you know we don’t want to go over character counts we want to make them unique and distinct so that somebody clicks on them then we talked about rich snippets and tip number four remember rich snippets are just additional html that communicates the search engines so the search engines can understand exactly what’s on your page so if you have recipes if you have reviews if you have videos if you have images if you have ratings all these things can be added to the serps just by communicating with the search engines vs rich snippets tip 5 optimize your site structure we want to make sure that you know you have good inbound links you want to make sure you incorporate breadcrumbs you want to make sure users can navigate your site more easily and then in tip number six if your pages load fast then it’s going to enhance the user experience it’s going to increase user engagement and increase conversions and then tip number seven we want to build quality link quality to increase the domain authority so remember we can use mods to measure domain authority it’s all about quality whether that be via influencer marketing guest blogging directories social media setting up a social media page there’s always something you could be doing to generate a quality link to your website today we’re going to talk about keyword research so what are we going to talk about when we talk about keyword research we’re going to talk about why we would do keyword research for seo we’re going to talk about the types of keywords that we need to research we’re going to talk about some methodologies best practices on how to do keyword research some alternate suggestions we’re going to talk about keyword clustering and then we’re going to talk about some tools that you can use to do your keyword research so let’s start with the why we would do keyword research so jesse is planning to publish a blog of pizza recipes so she was doing pizza recipes step by step piece of recipes with sausage homemade pizza toppings pizza dough recipes thin crust pizzas she’s doing a lot of different topics on pizza recipes well what jesse needs to do is understand what’s going to drive traffic to these blog posts if she’s writing about you know different topics around pizza recipes so she’s unsure how these blogs are going to drive traffic so she really needs to understand that hey you need to choose the right keywords to drive traffic so the question is if you’re writing a blog post about recipes with sausages is pizza recipes with sausages or recipes for free the best keywords to use maybe maybe not so you need to take care and choosing the keywords to align with your content so that’s really the idea why we would do keyword research because some of the issues with keywords that are poorly chosen are they could have slow search volume for example you may choose a keyword that just a lot of people aren’t using to search for or they can be highly competitive so if you choose a keyword that’s very broad or popular it can be very competitive and take you a long time to be found for that keyword or you could just make the mistake of choosing a keyword that isn’t aligned with your content or you can choose keywords but use them incorrectly with your content so these are some of the issues that you can encounter if you just go about choosing keywords randomly without due diligence without the proper research so low search volume will lead to less traffic high competition you may not even rank at all okay if somebody finds you for a keyword that’s not relevant to the topic they’re just going to leave the page and if you’re not using the right keywords and or if you are using the right keywords and not using them correctly in the content then your pages may not even be found in organic search so you really have to take care in choosing the keywords to me that’s the most important step with seo is keyword research so we’re going to talk about the types of keyword research then so we have short tail keywords and we have long tail keywords so if you write a blog post about pizza recipes well what are you going to choose a short tail or long tail so let’s talk about short tail keywords first so short tail keywords are keywords that are usually three keywords and a phrase or shorter in some cases it may be two keywords and a phrase or shorter so short tilt keywords usually have high search volume which means likely means higher competition but what it also means it could be lower conversions because short tail keywords like for example pizza recipes could be considered a short tail keyword but maybe somebody’s looking for homemade pizza recipes or pizza recipes from their favorite italian restaurant so short take keywords may not be as relevant so if we compare it with long tail keywords chances are you’re going to have lower competition that’s one of the benefits but you’re also going to have lower search volume but with longer tail keywords the keyword is probably going to be more relevant with the content you’re writing about so therefore the conversion rate’s likely going to be higher so that’s really the difference between short term keywords and long tail keywords if you want to look it simplistically short tail keywords are broad in nature it’s going to capture a lot of eyeballs but those eyeballs may look at your content as not relevant versus long tail keywords that may be very relevant but not as many eyeballs on them so short tail keywords the characteristics they’re not as specific usually they’re less than three words they have high search volume and high competition so if you just choose pizza recipes it could take you a while to rank for that keyword but when you rank you’re going to get the traffic but again it may not convert because the keyword is broad in nature so pizza recipes is a short tail keyword that may not be exactly what you’re writing about in your blog post so it may draw a lot of traffic but the traffic may not do anything so the longer tail keywords are very specific they consist of more than three words in the search query they have relatively low search volume competition so the chance of you ranking higher faster for that long taker keyword is probably going to be greater because not many other websites are trying to rank for that same keyword and so the benefit of that is if you have let’s just say homemade pizza recipes with mushrooms that’s a long tail key word but if somebody’s looking for that type of pizza recipe then you know you’re going to track the right traffic and chances are that traffic is going to engage or convert based on the type of conversion you have in place so example would be homemade pizza dough recipes that’d be another example more than three key words in the phrase very specific we’re talking about homemade pizza dough recipes so we’re not talking about just pizza recipes so it’s a little bit more uh specific in nature longer tail so these keywords are used for targeted pages including blog posts if you’re writing a blog post specifically about pizza recipes with homemade dough then this is the keyword you likely would want to use versus just pizza recipes so let’s look at an example between a short tail keyword and a long tail keyword and to accentuate the differences we’re going to use google’s keyword planner tool so google’s keyword planner tool is located in google ads the google ads platform and when you’re in the google ads platform you can simply click on tools and then keyword planner and so what keyword planner allows us to do is get a sense of the type of volume that a particular keyword has so what google’s keyword planner does is they show you the average monthly searches this is the average monthly search volume of a keyword over the past 12 months and so in this example we’re going to choose pizza recipes and homemade pizza dough recipes so one short tail and one long tail so we enter those keywords in we’re gonna click get results and what google’s gonna do is it’s going to show us the volume of those keywords so for pizza recipe we could see the average monthly search volume is 33 100 for pizza recipe so note that pizza recipe and pizza recipes are closely related keywords and so what google does is they consider that a close variance so meaning if somebody types in pizza recipe then they’re also in google’s eyes looking for pizza recipes so it’s a close variance and so for the keyword pizza recipe which is short tail we could see on average over the past 12 months this keyword received 33 100 queries and so if we hover over the graph we could see basically the volume the average volume per month so here i could see for this particular keyword here the volume per month is 33 1000 and then i can see the actual volume over the past 12 months and then for the long tail keyword i can see homemade pizza dough recipe again close variance homemade pizza dough recipes i can see over the past 12 months what the search volume is for this on average is 2400 but i could see here in december the volume went up to 3 600. but for example in may it was 1900. so it’s gonna fluctuate a bit over the past few months but on average it’s about 2400. so shorter tail a lot more volume longer tail not as much volume but nonetheless there is volume here and so these are the difference between a short tail and a longer tail and so what google’s keyword planner also does is allow us to get a sense of what the competition is and so here i can see the competition is low for both of these keywords fair enough so we now know that if we want to optimize or choose the keyword homemade pizza dough recipe for our blog post we know for ranked on page one of google even in the top spot we can expect about 2 400 search queries for that keyword now whether you get all 2 400 clicks for that keyword remains to be seen chances are you’re not going to get all 2400 you’re going to get a lion’s share of those clicks but you’re going to at least get some volume on it so even the longer take keywords have a lot of promise because there is some search volume here for this keyword how to do a proper keyword research so we looked at google’s keyword planner tool in google ads and we typed in two keywords and we were able to get a sense of what the average volume is so we definitely want to choose keywords based on the following factors we want to choose it based on search volume search volume is a good indicator of the potential traffic we can obtain so again for the keyword homemade pizza dough recipe we know that it averages 2 400 a month in search volume again we may not get all 2 400 but are we going to get a line share that we also need to look at competition and so google’s keyword planner gives us a high medium or low in terms of the competition but if you’re somebody who wants to get a better sense of what the competition is and you should because competition is a key component in choosing keywords and so what i want to do is get a sense of how many people are actually optimizing for that keyword so google’s keyword planner tool is going to give me a low medium high really what i want to do is get a better sense of that numerically so what i can do is go into google search and i could type in pizza recipes and i could see there’s about 1 billion results that’s a lot of results however that means that every potential web page out there on the internet that mentions pizza recipes is going to be included in this number here and so i want to get a better sense of who’s optimizing for pizza recipes so i’m going to put in the all entitle syntax and so what that is going to ask google to do is tell me all the websites that have pizza recipes the keyword pizza recipes in the title tag so if i do all in title colon space then pizza recipes my result drops down to 336 000. so what that tells me is that there are 336 000 results with the keyword pizza recipes in the title tag now if i want to focus in on my other keyword if i choose uh my other keyword was a longer tail keyword homemade pizza dough recipe so if i type that keyword in the homemade pizza dough recipe or recipes remember close variance and i just click enter or type the keyword in hit my enter key i’m going to get 35 million results but again is that really an indicator of the type of competition i have no because every listing that matches homemade pizza dough recipes is going to be included in the search results so i’m going to type in my all in title colon space and then i’m going to get a better sense of how many websites have the keyword homemade pizza dough recipes in the title tag and i get 2 160 different results so here i can see the first result in the title tag homemade pizza dough recipe second one homemade pizza dough recipe so these are sites and web pages that have that keyword in the title tag so now i have a numerical number to work with and so the thing you have to understand about seo specifically about keyword research is you need to do research on a few different keywords not just one or two so what we want to do is have a spreadsheet the spreadsheet is going to contain keywords that we can potentially want to optimize for choose as keywords to optimize for seo and so my recommendation is you come up with a theme first so the theme for us in this exercise is pizza recipes and so that’s our theme so we chose the keyword pizza recipes so the close variance here is pizza recipe what was the volume well we know the volume was 33 100 for pizza recipe so what are we going to do we’re going to put that number in in our volume column what was the competition well if we go back and type in pizza recipes it was 683 thousand so i’m gonna type in 683 thousand what was our next keyword well it was pizza or homemade pizza dough recipes so if i go back for this particular keyword is 2400 so i’m gonna put 2400 in under my volume column and then what was my competition well my competition was i typed that keyword back in 2160. so i’m going to put 2 100 say so now i have an idea of what kind of volume and what kind of competition i have now you want to do this for a number of different keywords and when you do it for number keywords what you do want to do is obviously choose a relevant keyword that has high volume and low competition so another way of saying it is the volume or ratio of volume to competition and so basically what we could do is take volume divided by competition if i make that a percentage i can see it’s 0.35 percent is the ratio between volume and competition if i do the same for my longer tail keyword 2400 divided by 2160 i can see that 111 so this just kind of proves the point that yeah i’m still going to get some volume but i have a better chance of ranking for this longer teal keyword homemade pizza dough recipes so you want to be able to do that for a number of keywords and examine the volume the competition and the ratio between volume and competition for your themed keywords in this case pizza recipes so relevancy you want to choose keywords that are very relevant to the content that you’re writing and then again commercial intent what keywords are going to drive more conversions and revenue for the business so when we talk about commercial intent we’re talking about you know are you choosing keywords that are going to get somebody to do what you want them to do so we could say you know download pizza dough recipes so if somebody’s typing in the keyword download pizza dough recipes then chances are they’re going to find you come to your site and take action by downloading that pizza dough recipe so you want to be able to also think about the intent of the keyword is it going to help you drive conversions and revenue if you’re an e-commerce site so search volume is the average monthly search volume made for a particular keyword and phrase so we can get that number using google’s keyword planner tool in the google ads platform we want to target keywords with high search volume that will help bring traffic to the website we want volume but we want to take into account seasonality as well so that’s where the google’s keyword planner tool comes in place because if we go back again we can just hover over and we can get a sense of any particular trend going on or seasonality so for example if i saw large growth in the winter months and not much volume growth in the summer months then that might indicate to me that this keyword is more popular during the winter time so pay attention to the graphs that you know the keyword planner tool gives you use them to your advantage to take into account seasonality so a good example would be funny halloween costumes well we know that for halloween you’re going to have a spike probably towards the end of september all the way through october and then it’s going to drop after october 31st which is halloween so that’s an example but in the case of pizza recipes you know you may find that more people are choosing to search for pizza recipes during maybe the summer months versus the winter months so pay attention to seasonality it will affect search volume so competition based on our example it’s one of the most important key metrics you don’t want to choose a keyword that’s highly competitive because if it’s competitive then it’s going to be harder to rank number one or even on page one of google depending on competitive it is so high search volume low competition in other words the ratio between the two is the ideal combination so going back to the spreadsheet recommend you have that spreadsheet handy put your theme in place okay theme pizza recipes we use google’s keyword planner tool to find the volume we use the all in title syntax to find the competition so we entered both of those numbers in and we get our ratio and so when you have these numbers for a number of different keywords you want to be able to choose that ratio of high volume low competition but always relevancy always trumps ratio so always go with a keyword that is going to be relevant to your content don’t choose a keyword that’s not relevant if you choose a keyword that’s not relevant it’s not going to bode well for user engagement so the difficulty of a keyword ranges from 0 to 100 in google’s keyword tool so it’s going to be easy it’s going to be medium it’s going to be hard but my recommendation is also to get the numerical factor and that’s the all in title syntax and again relevancy is what drives the traffic to your website and keep the traffic there on your website and also not only will keep the traffic on your website but hopefully get that traffic to engage and convert so that’s the key about relevancy you always want to choose keywords that are relevant to your content even if it’s sacrificing volume relevancy again trumps volume and competition so always choose relevant keywords first so when you do that you’re always almost guaranteeing that at some point somebody’s going to find your content because somebody out there might be looking for it and if they do you’re going to get found and then the engagement’s going to be better so understand your business find keywords that are relevant to your business and then focus on those keywords that’ll help you with getting the right traffic to your site always keep in mind the commercial intent so these keywords are more specific and result in conversion rate for example buying is a good commercial intent keyword so if you really want somebody to come to your website and buy then focus on those types of keywords in the case of the pizza recipes maybe its download could be our commercial intent keyword again there may be low search volume but those are the type of keywords you want to focus on because that’s the type of traffic you want to drive to your site so some other examples are commercial intent keywords or discount deal your coupon shipping you don’t don’t be afraid to use some of these keywords as part of your longer tail keyword phrase again the volume may not be high but the traffic quality is probably going to be better so keyword research is the foundation for seo so if you have chosen your keywords properly then if you do get ranked for those keywords then it’s going to lead to better engagement with some conversions and so when we talk about keywords we also want to talk about our primary and secondary keyword so every page should have at least a primary keyword and then a second carry keyword to work with so primary keywords are really defining the nature of your content the secondary keywords are relevant to the primary keyword so why do we choose a primary and secondary keyword because you may choose a keyword as a primary keyword that is relevant to the content but may not necessarily rank very high or have a lot of volume that secondary keyword is also relevant to the primary keyword but also relevant to content and you may rank for that secondary keyword so you always want to go with two keywords versus just one keyword you want to give your yourself a chance to rank for at least two different types of keywords of relevant nature so for web page there can be several secondary keywords but only one primary keyword so your primary keyword is always going to be relevant to your content secondary keywords can be relevant to the keyword but and you may have multiple secondary keywords but it’s also going to be related to the content and it gives you a better opportunity to be found between both the primary and secondary in search okay so let’s take a look at another example of how to use primary keywords and secondary keywords when choosing keywords so if a primary keyword is healthy diet plan remember healthy diet plan is directly related to the content so that’s what we’re talking about but these secondary keywords are also related to content and play off the primary keyword and so what we want to do is go to cool google’s keyword planner tool and get an idea of the volume for healthy diet plan and then also the volume and competition for some of these secondary keywords like healthy diet for weight loss healthy diet food low carb diet healthy meal plans and diet plan weight loss so if i go in to google’s keyword planner and type those keywords in i’m going to choose get results and now here i could see healthy diet plan keyword i’m focusing on is my primary keyword has an average monthly search volume of 9900 and then some of my secondary keywords healthy diet foods diet plan weight loss low carb diet you know google will give me a number of different keywords to work with so i’m going to look at the search volume of those as well and so ideally what i want to do is be able to then look at the volume and then look at the competition so healthy diet plan i go into my keyword analysis here that’s my theme so that’s my keyword what’s my volume for healthy diet plan 9900 what’s my competition so my competition is 74 700 and that’s going to give me a ratio of volume to competition of 13 so that’s what my contents about that’s a considered a short tail keyword because it has a lot of competition and so my ratio is 13 and what i want to do is i want to be able to put these other secondary keywords in here as well maybe even go a little longer tail because i want to be able to find to keep at least two keywords i want to be able to find my primary keyword that’s relevant to my content and then i want to be able to find my secondary keyword which is again related to the primary keyword which is also related to the content and so i want to be able to choose two keywords basically and i want to choose two keywords that are relevant that have good ratio between volume and competition so that’s the whole idea again on how to do keyword research you want to be able to find your keywords use the tools available to you and get a sense of what the volume is what the competition is look at the ratio between the volume and competition and then based on the content choose that primary keyword and then again based on the keyword you chose choose some secondary keywords as well because you want to be found for not just one keyword but multiple keywords okay let’s look at some alternative suggestions to keyword research so for doing keyword research we want to take into account lsi keywords we could take into account other platforms that host a lot of content like quora or reddit we can use google suggestions in the keyword search bar we can use popular platforms like wikipedia and we can use social media bookmarking like reddit so there are lots of suggestions that we can obtain from various sources so let’s start with lsi keywords and lsi stands for latent semantic insect indexing and so basically what it is it’s just keywords that are linked to your primary keyword and so when you’re choosing keywords you always want to choose that primary keyword and then secondary keywords that are similar to the primary keyword and usually those are lsi or latent semantic indexing type keywords so they’re used to drive relevant traffic to your page so if you’re focusing on one keyword we want to have other keywords that are similar to increase our visibility on the search engine result pages so we could find latent semantic indexing right in search so if we use the term healthy diet if we go to google search for example if i type in healthy diet in google search all i need to do is scroll to the bottom of the page and i could see searches related to healthy diet so healthy diet menu healthy diet essay what does a healthy diet look like notice at the top google’s also giving me some other suggestions here so they’re saying low-fat diet veganism gluten-free diet so there’s lots of different suggestions right in google search bar so all of these are lsi related keywords so if you’re optimizing a page for a healthy diet then you could choose low-fat diet as a secondary keyword you can use gluten-free diet as a secondary keyword it really depends on what the content is but you always want to support your content with as much lsi keywords as possible so you can be found for as many different keywords as possible in google search so it’s important because if you have a blog that you know talks about python so how do the search engines know if the website python is about the programming language or the snake so google for example uses lsi keywords to understand what the page is specifically focusing on so if you’re just focusing on python and your content you want to support that with lsi keywords and so that will allow your web page to better communicate with google also to have the visibility to show up on search so they can certainly improve your search positioning and featured snippets as well so if you have a keyword that answers a question you could certainly be found for a feature snippet for example maybe you know healthy diet recipes if i type that in you can see here there’s a featured snippet so if i’m talking about recipes that’s a key word i may want to use and if i use that then google has an opportunity to see what my content is about and place my information at the top in this featured snippet you can also again see what some of the questions are being asked what males are good for weight loss what is a good healthy diet plan all of these can be keyword phrases that you can use so the answers are right here in google so core is a great platform because core is a platform that people go and ask questions and a community responds with answers or responses to that particular question or topic and so the great thing about core is it’s a good is a good place for you to go to get some ideas about a specific topic so if we’re talking about healthy dieting so we can find keywords with high search volume right in core so the whole idea is you can look at you know the top five questions for specific topic like healthy dieting and find relevant keywords to healthy dieting so if you just type in that particular keyword in quora you’re gonna probably get some responses to questions or responses to somebody else’s question and so if we take a look at core for example so if i just type in healthy dieting what i’m going to do is i’m going to get some responses to the topic healthy dieting so what’s the best diet for healthy living what are the top five tips for a healthy diet habit so all of these could be keyword phrases that you could take away with for your own content and so the benefit here is you’re getting kind of an idea of what’s trending what people are talking about and if you use tips for a healthy diet habit for example and you optimize for that well again that could turn around and bode well for you because you could be featured in google as a featured snippet at the top here you can also turn around and use lsi related keywords for healthy diet habits and you can simply just look for those lsi keywords right in google remember at the bottom or at the top if i scroll down i could see some related lsi keywords at the bottom so writing google as well you can see in the google search bar that google provides some lsi related keywords to your query so if i go back here and type in healthy diet recipes i can see here google suggesting some other related keywords healthy diet menu healthy diet for men healthy diet foods healthy diet for women so these are all lsi related keywords that you can use to support your primary keyword and the content you’re writing about so we’ve talked about lsi keywords where to find them so they’re found right here they can be found at the top of google and they can be found at the bottom you can also then go to core as well and get some ideas for the types of questions they’re being asked so if you ask a question and use that as your keyword phrase then again you have an opportunity of showing up for a featured snippet in google just by doing some additional research within google itself or on quora so according to google the autocomplete predictions are automatically generated by google’s algorithm without any human intervention it’s based on a number of factors but the primary factor is how often past users have searched for terms so google collects all the keyword queries that somebody types in and they’re suggesting some of the most popular terms that people have typed in so if i go back to google again if i start to type in recipes i could see some of the other queries that somebody else has typed in or some of the most popular queries related to that topic so if you enter the keyword healthy diet google’s going to suggest multiple keyword suggestions that users have asked in the past and you could certainly get the search volume of those keywords just by looking in google itself i could see for healthy diet recipes billions of pages related to healthy diet recipes i can also get the search volume by going into google’s keyword planner so if i type in healthy diet i’m going to be able to see what my search volume is for that keyword and in addition i can see the seasonality of that particular keyword and in addition to that google’s going to provide some other related keywords to my search query so if i’m looking for healthy diet google is going to suggest hey maybe you should choose healthy food or healthy eating or how to lose weight so those are lsi related keywords that google provides in the keyword plan which is built into the google ads platform another option for you is wikipedia so wikipedia is a vast platform of content so we could turn wikipedia into our own assets and use it to our own advantage by finding relevant keywords in an easy fashion so with wikipedia we can identify a list of keywords in the meta description itself we could choose keywords from the first paragraph of wikipedia it has many relevant keywords or we could take a look at keywords from the wikipedia content section so we can also see additional pages like the see also section that gives relevant keywords that you’re looking for we can also look at the references section as they contain relevant keywords so go to wikipedia as an example and i type in healthy diet into wikipedia here i can get just in the first paragraph alone i can see some additional keywords that i might choose to use like micronutrients i never knew that micronutrients was related to healthy diet but wikipedia is providing some information about what micronutrients is and maybe i can use that as a keyword an lsi related keyword to my content so if i scroll down i get to see also section so it might give me some information food information consumers for example dietary guidelines i can look at categories like dietetics and diets i can also look at the references section so i can also see what information was provided like health effects of overweight and obesity i can look at diet and physical activity so all of these are related to my main keyword healthy diet so the answers are right in here on the platform they’re just all over the page so wikipedia has an abundance of information you just need to know where to look so again with wikipedia you can look no further than the first paragraph you look no further than the see also section the references section category section there’s lots of information right on the page itself to help you get ideas for keywords so if you google your keyword with wikipedia term in the search query and get relevant keywords from the title tags on the serp so you can also do that as well so if i type in healthy diet wikipedia in search i can also get some information here as well so people also search for healthy food advantages or healthy food habits essay or information about healthy food all of these are related to my keyword healthy diet so again another bit of information for you to choose or look to choose some additional keywords for so reddit it’s a popular community where people post content discuss a variety of topics so that’s what reddit is so with the help of subreddits an individual can find relevant keywords with with high search volume so in reddit there’s an easy way to find out keywords they have a keyword tool called keyword it so key wording is the average monthly searches for a particular keyword so if we type a word in key reddit and choose keywords from the auto generated list this tool will extract the keywords and give us those relevant terms with search volumes so if we go to the keyword it and show an example of that for example healthy food if i get keywords i can see what keywords are relevant and the search volume of that keyword so if i just type in healthy food keyword tool is going to tell me some relevant keywords and what the volume is so if you don’t have the keyword planner tool and google ads available to you this is a good alternative solution to finding keywords so it’s free you just need to go to keyword.com type in your keyword click get keywords and what it’s going to do is give you some relevant keywords related to your primary keyword with the search volume let’s talk about keyword clustering now so the whole idea about keyword clustering is to really take advantage of the keywords that we’re optimizing for to gain higher ranking so if we can cluster keywords together in a theme and that theme of keywords is relevant to a specific page of a website then we have a better opportunity to rank so in other words why do we have to target just one keyword when we can target many so keep in mind you know lsi keywords we want to group a bunch of keywords together that are similar for content so for example after some keyword research you can thematically group keywords into a core topic so for example we can cluster these group of keywords together like for example what is seo how does seo work intro to seo what are the basics of seo all of those are related to the core theme what is seo another cluster of keywords for example could be seo techniques seo best practices tips and tricks website optimization on-page seo techniques etc so those are clusters of keywords okay that we can group together in themes and if we group keywords together in themes we can apply that to a particular content on our website so the whole idea behind clustering keywords it’s going to provide more diversity more of an opportunity for us to be found so that’s the whole idea behind clustering so some additional steps remember stay up to date on industry news to brainstorm your ideas first and identify a list of keywords i.e a theme of keywords that you can cluster together and then you could determine the keywords that your competitors are already ranking for so for example if we want to rank for the keyword seo best practices for example we can use a tool called keyword mods if i go to keyword the keyword explorer tool in moz and just type in seo best practices what it’s going to do is it’s going to give me some volume related to that particular keyword but more importantly what it’s also going to do is going to show me what pages are already ranked for that particular keyword so therefore i can get it a sense of who is already ranking for that keyword so here i can see mozmoz medium.com alexa.com so i can get a sense of what web pages are ranked for particular keyword or group of keywords i want to rank for myself so if we look at tools for keyword research look no further than moz that’s the mods of the tool i would just use but you could also use google’s keyword planner which we used in the example so for example if i go back to the google ads keyword planner if you’re in google ads you click on tools you click on cleveland planner and what keyword planner does is it provides you for a particular keyword the average monthly search volume over the past 12 months it provides you information on seasonality so if i hover my mouse over a graph i’m going to be able to see the volume per month over the last 12 months what the keyword planner also does is it provides me some additional ideas for my particular keyword and in addition to that it’s going to provide me some sense of how competitive that keyword is by telling me whether it’s low medium or high in terms of competition so there’s sem rush there’s also other additional keywords tools out there like word stream or href or the reddit tool keyword it and then moz is is another tool i particularly use so if i go to moz again here i can just type in a keyword that i’m interested in it’s going to give me the search volume of that keyword it’s going to give me the level of difficulty so 50 out of 100 so it’s halfway between difficulty and easy and then it’s going to give me some additional metrics like for example what my expected organic click-through rate would be if i were to rank for this keyword but more importantly what i like about this is we could see exactly what other sites are linked to this particular keyword we’re interested in so here i can look at the top 10 list so this is moz’s keyword explore tool so that’s what this tool is and it’s part of moz.com so there’s a lot of tools at your disposal i particularly use moz i particularly use google’s keyword planner and those are the tools i use but there are lots of tools out there let’s go with the scenario that you have a friend named sam and he has a website where he sells shoes but sam doesn’t understand why his website’s not ranking number one on google and so typically ranked number one on google there are some factors involved and those are factors that are going to help sam get his website ranked number one on google so he can sell his shoes get traffic and convert that traffic to conversions so there are factors involved and so what are those factors well it always starts with keyword research so in order to rank for a website where you sell shoes or you sell products other products like clothing or food or your automobile website your mechanic it doesn’t matter whether you’re selling to customers or selling to other businesses you have to start with the keyword research and so we’re going to go into really explicit detail on how to conduct a proper keyword research and then the second factor involved is high quality content so in order to rank high on google search you need to have high quality content so we’re going to go over what’s involved with creating high quality content then we’re going to take that content we’re going to optimize it using on-page elements and website level factors so we’re going to take into account what’s involved with your website and what’s involved with specific pages on your website in order to rank number one on google then we’re gonna get into the off-site engagement so when it comes to ranking on google you need to optimize your website and you need to do some elements off your website you need to be engaging off your website meaning on other websites and so we’re going to talk about what’s involved with offsite engagement so seo being a major channel for most companies and websites where the opportunity to drive a lot of traffic is there but you have to earn that reward the reward is a lot of traffic but you have to earn the reward there’s a lot of work involved and so ideally what we want to do is follow what we call the 80 20 rule when it comes to search engine optimization and ranking on google and what do we mean by the 80 20 rule well 80 20 means we’re investing 20 of our effort and 80 percent of the results are obtained so we want to invest 20 and get back 80. that’s basically what we mean by 80 20. so for example if 20 of our targeted keywords bringing 80 of the traffic then that’s following the 80 20 rule or 20 percent of our landing pages drive 80 percent of the overall traffic that’s following the 80 20 rule or 20 of our backlinks past 80 percent of our link juice that’s the 80 20 rule meaning these targeted keywords these targeted landing pages these trying to target backlinks using off-site engagement we want to put in 20 of our effort on those keywords landing pages and backlinks in return for eighty percent of the results so without further ado let’s get started with the keyword research let’s talk about that keyword research for a website with shoes and it doesn’t really matter what particular product you have if you need to rank number one on google it all starts with the keywords as i mentioned before and so in this example if you have a website where you sell shoes for kids you’re going to want to be found for certain keywords so the obvious keyword here would be shoes for kids well every keyword that you target has search volume associated with it so that means when we talk about search volume we’re talking about how many people on average type in that keyword or related keyword on google.com or google search and there’s always an average number of searches associated with every keyword and we call that search volume how much search volume so obviously if we’re going to target a keyword we want to have as much volume as possible however there’s always going to be competition for those keywords meaning there’s always going to be other websites who want to rank number one on google for the same keywords and we call that competition or difficulty so for every keyword you’re going to have volume and you’re going to have competition or difficulty and the difficulty ranges as well depending on the tool you use and we’ll get into that in a minute but search volume is how much on average people are typing in that keyword or close variance of that keyword and the difficulty is measured in terms of how many other websites are trying to rank for the same keyword and so ideally when it comes to keyword research we want to find that nice balance we want high volume and we want low competition but at the same time we want to focus on keywords that are highly relevant to our business so if we’re selling shoes for kids and shoes for kids is highly relevant has high volume and low competition then that’s a keyword we want to target so we always want to focus in on those three areas so there’s always a trade-off with keywords so shoes for kids might have high volume but also might have high competition or difficulty if we look for another keyword that’s just as relevant for example shoes for children it may still have high search volume but the competition or the difficulty may be lower and if that’s the case then that may be a better keyword for us to target instead of something highly competitive like shoes for kids we can focus on another relevant keyword like shoes for children with just as much volume and lower competition and the reason why we want lower competition is because we want to be able to rank for that keyword so the higher the competition the harder it is for us to rank number one on google for that keyword and so the whole idea beyond keyword research is analyzing and choosing the best keywords so we want to identify a list of keywords that are always relevant we want to choose the keyword that your competitors are ranking for and we want to use third-party tools to choose keywords to identify which keywords have low competition and what keywords have high search volume so one thing to take into consideration when you’re doing keyword research is that the longer the keyword phrase or in other words long tail keywords or keywords with three keywords in the phrase or more you’re going to always have less competition but there’s always a trade-off with long-tail keywords meaning the longer the keyword phrase there’s gonna be less volume but the trade-off is less competition and so what we wanna do is we wanna brainstorm some ideas and find those relevant keywords so let’s look at an example here so if we go to google ads so google ads has a tool called keyword planner and let’s just say i have a a website where i’m selling dried figs and if i’m selling dried figs i want people to buy these dried figs however in order to attract them i want to be able to show them that hey we have a bunch of recipes and if i show you a bunch of recipes where you can use dried figs maybe you’ll buy these dried figs to use in these recipes and so we’re going to look for keywords related to bread recipes because if we can optimize for our recipes page for bread then that will attract an audience who wants to make bread and use dried figs with those bread recipes so that’s the example i’m going to give here and so if i look at the keyword planner in google ads if i just type in bread recipes what google is going to do is they’re going to give me an average monthly search volume so i can see the average monthly search volume here is 60 hundred and so in order to do keyword research what i would recommend is keep a spreadsheet and so the idea behind the spreadsheet is to document the volume and the competition you’re getting for certain keywords so if i go into a spreadsheet here my theme of keywords is bread recipes my keyword is bread recipes and my volume therefore is going to be 60 500. however if i go back into google’s keyword planner google’s telling me the competition is low so that’s great i want high volume i want low competition but how low is low so we want to be careful so if we’re going to put in numbers into a spreadsheet we want to figure out what

that competition really is for the keyword bread recipes so if i go to google and just type in bread recipes i’m going to be able to see 771 billion results for the keyword bread recipes now is 771 billion are real competition maybe maybe not what we want to do is put in a syntax and we want to put in the syntax all in title and then colon space and then our keyword and the reason why we do that in search is because we want to be able to identify the true competitive number or the true number of websites who are trying to rank for bread recipes and if we put in the syntax all entitled colon and then our keyword bread recipes we’ll be able to see that there are 998 000 results that’s a lot lower than 771 billion so that means that 998 000 sites or listings have the keyword bread recipes in the title tag and the title tag is what shows up in the search engine results and so if i look down and scroll down here i can see bread recipes on every one of these title tags so title tag is an important element to rank number one on google and we’ll talk about that in a few minutes but if we understand that there are 998 000 results with bread recipes in the title tag then this tells us that those are the websites who are trying to rank number one on google for that keyword and therefore those are the websites we need to jump over in order for our website to rank number one on google and so therefore i’m going to put in 998 000 in my spreadsheet as the competitive number and so now i could see for the keyword bread recipes i have 60 500 and if my competition is 998 000 then my kei or keyboard effectiveness index or in other words the ratio of volume to competition is six percent so that’s nothing more than volume divided by competition so that tells me that my kei or my ratio between volume competition is six percent so remember we want more volume than we want competition so anytime you do a keyword research you’re going to find a number of different relevant keywords so if i go back into google’s keyword planner if i typed in bread recipes you could see that google is going to give me a number of different keywords related to bread recipes let’s just say i have another keyword that i want to think about optimizing for being ranked on google for and that’s banana bread recipe very similar keyword as bread recipes except it’s a little longer tail now if i type in banana bread recipe in google’s keyword planner now i can see the average monthly search volume has actually gone up it’s 368 000. i can also see the competition is low so those are good signs so now i can see 368 000 i’m going to go ahead and put that in my spreadsheet now i’m going to go into google i’m going to put in my syntax all in title i’m going to put in banana bread recipe i’m going to hit enter and now i can see i have 233 000 results with the keyword banana bread recipe in the title tag so if i look at the title tags i can see banana bread recipe banana bread recipe banana bread recipe on all the listings in the google search results so that tells me i have 233 000 results that i have to jump over in order to rank number one on google so i’m going to put 233 000 in my spreadsheet now i can see my kei or my volume to competition ratio is 157 158 and so to me that’s a lot better number to work with or in other words that’s a lot better keyword because it’s just as relevant and it has a higher ratio of volume to competition so therefore banana bread recipe is going to be a better keyword to optimize for in order to rank number one on google so that’s the whole idea behind keyword research you want to brainstorm ideas there are plenty of tools out there so the tool i recommend is google ads keyword planner google is going to give you how much search volume they’re going to tell you the competition but then you’re going to go into google search you’re going to use the syntax all in title to get a more accurate read on the actual competitive number and so to find out how keywords that your competitors are ranking for you can use those keyword tools that i mentioned another tool that i use is miles so moz if you go to moz.com they have a tool called keyword explorer so if we just type in the keyword for example bread recipes it’s going to be able to tell us how much volume and the difficulty so you can use other tools at your disposal figure out the volume and the difficulty there are plenty of tools out there but the one thing i would just make sure is you use everything at your disposal so you can use social media to find the most shared article for a particular topic or keyword like bread recipes you could check other platforms that have a lot of shared content like reading and quora where you can ask people about certain topics using keywords to figure out how much competition or volume there might be you can stay up to date on industry news to get an idea of what types of keywords are trending but when it comes to keywords and keyword research remember for every web page we want to be able to pick two keywords we want a primary and secondary keyword so when we do keyword research and we enter all our keywords into our spreadsheet we want to be able to have a number of different keywords in this case we’re focusing on the theme bread recipes we want to have different keywords because we want to be able to choose a primary keyword and a secondary keyword because we want to be able to focus on multiple keywords for each page because we don’t want to put necessarily all our eggs in one basket maybe we won’t want to put all our emphasis just on one keyword to rank for we want multiple keywords to try and rank for so the primary key work and to find the nature of our business the secondary keyword could be just highly relevant to our keyword at the end of the day we want to choose multiple keywords to try and rank on google for that page so for example we have a blog and we’re using ice cream recipes and we’re blogging about ice cream recipes we can have a primary keyword that is about ice cream recipes or homemade ice cream recipes we’re going to always want to find out what the volume and the competition is our secondary keyword could be built around other similar keywords like low-fat ice cream recipes or fat-free ice cream recipes or low-fat homemade ice cream recipes those are complementary key words just like our bread recipes and banana bread recipe so one thing we want to do when we do keyword research is we want to be able to target one keyword per content when you can target many we want to be able to target multiple keywords not necessarily target one keyword and so we want to be able to cluster keywords see we don’t want to target just one we want to target multiple keywords per page and when we talk about clustering if we go back to our keyword research what we’re doing is we’re clustering a bunch of keywords under the theme bread recipes and so by looking at the volume looking at the competition looking at the kei we can choose different keywords for our page and that’s what we mean by clustering we want to cluster keywords into a content theme so why target only one keyword per content when we can target many because we don’t want to put all our eggs in one basket we don’t want to target just one keyword we want to target many and so that means clustering your keywords into a theme and choosing multiple keywords for that particular page and when we do that we have a better opportunity to rank high on google search and the whole idea behind ranking high on google search is we can get the volume so if we know we’re ranked number one on google search for bread recipes or banana bread recipe we know we stand a chance of getting a majority of the volume associated with that keyword and if we can get the volume and get the traffic then we can get the conversions so let’s move on to high quality content and talk about the impact content has on your ability to get your website ranked number one on google so let’s just say you have content on your website and the content is ranking on you know page four of google and it’s that blog with ice cream recipes and if it’s just content for the sake of content is not really informative then it’s not necessarily gonna get good engagement in the eyes of google you know they want to rank content that’s very informative it’s very fresh it’s exciting to read it’s interesting it’s going to have good engagement so if it’s a recipe or an article about any topic if it’s the content is just not informative then you’re not going to get good engagement and when you don’t get good engagement if people don’t stay on the site to engage in the content and they just leave the website after landing on the page causing a bounce then the content is just going to continue to fall down the rankings and we want to prevent that we want to move up the rankings we want to be number one on google we don’t necessarily want to fall in the rankings for our content so content is a key driver in being able to rank number one on google so if the content is on page nine what can we do well we want to be able to you know take that content and do something with it we feel like we did write engaging content so let’s go ahead and share it on social media and to me social media is a good platform to share your content because on social media platforms like facebook for example you’re building a community on that platform that community is already interested in your content so if you’re sharing an ice cream recipe especially in the summer time and you’re engaging with your community on that platform then the likelihood of that community on that platform is going to increase engagement increased engagement will send social signals to the search engine that says hey this content is good quality likewise for any other platform most social media platforms have engagement metrics and those engagement metrics pass signals is it good is it not good do we like this content are we giving it a thumbs up are we going to want to follow it are we going to want to share it and so if you share content that you feel is engaging on social platforms then it’s going to be engaging and it’s likely going to cause an increase in engagement for example a decrease in bounces and once you share that quality content then the likelihood of it moving up the rankings even as far as number one on google is going to be greater so you always want to start out writing good quality content so let’s talk about good quality content because google does take content seriously they do take into account what other people think of that content so high quality content is an important factor so how to create good content that’s always the question so let’s talk about some best practices here remember in the last segment we talked about keyword research so we want to perform good keyword research why because we want to choose keywords remember we’re choosing multiple keywords per page one keyword could be related to our brand one keyword could be related to the content but another keyword could be related to a user’s intent like recipes if you recall the example we use with bread recipes maybe somebody’s looking to type in a keyword that says how do i make you know a bread or how do i make a specific type of bread or how do i make banana bread or what’s the best recipe for banana bread they’re question related and we want to be able to answer those questions so that’s where choosing those right keywords that’s going to respond to a user’s intent so starts with choosing the right keywords so remember we talked about a number of different tools when we talked about keyword research so there’s a research tool that you can use called phrase.io and that will help you do quick research on you know keywords and trends and whatnot so if you know about a research tool that you use for keyword research then drop us a comment below i’d be interested in getting your comments about keyword research and what research tools are out there so if you know something better than phrase.io drop a comment below and we’d be interested in getting your perspective so keyword research is key but creating content that fulfills users requirements so answering those questions it’s a recipe we want to answer that question if it’s directions we want to answer that question if they don’t know how to do something we want to answer that question that’s the whole idea behind content content is not just to fill a page it’s to really fulfill users requirements that’s when you get good engagement so if somebody’s typing in something on google and they’re looking for an answer your content should answer that question but we also want to make the content readable so in other words you know write for your audience don’t impress anybody with very high vocabulary type words that somebody doesn’t necessarily know the meaning of don’t use jargon don’t use a street language for example use everyday common language that’s just easily digestible when your audience is reading and then we want to keep that content organized and so when we mean organized we want to use headers and subheaders you know break your content into paragraphs keep the flow organized if we can keep the flow organized then it’s going to be easier for somebody to read and then it’s okay to add resources especially resources from credible sites so if you can incorporate those resources in there then it’s just going to add the credibility to your content let the audience know that hey i’ve done my research on this topic and this is what this person has to say about it this person who seems to be credible okay so it only adds value to your content so these are all tips to remember when creating content and then the one important tip here is we want to use white hat techniques and when we say white hat techniques that means you know if we’ve chosen keywords that are going to answer somebody’s question we don’t want to stuff those keywords into the content we want the content to be naturally written so when we say opt for white hat techniques that’s what we mean write the content naturally keep it organized keep it readable include third-party sources and make sure it answers a question so they’re different types of content so there’s content where you just write words to install text based you could also use an infographic an infographic is simply just a graphic that visualizes exactly what you’re trying to explain for example if we want to write an article about how to write good engaging content we don’t necessarily have to write all that out as a text we can create an infographic so for example here’s an infographic on 20 effective ways to basically not bore your readers but write engaging content so you could see this is an infographic it’s all graphically laid out so infographics tend to be easier to understand because they’re visual they’re easy for the end user to comprehend because there’s generally no jargon it’s usually images that are portraying the point of what you’re trying to get across and so it tends to break it up the monotony of just text it’s more visually appealing and it’s laid out and organized so you can see this infographic has 20 different steps or rules and they lay those out all here in this infographic and the great thing i like about infographics is you could you could share them on social media you can re-engage them as a post you could save them on really any social platform so infographics tend to tell a better story and versus say just writing text you can use video and images so you don’t necessarily have to lay it all out in an infographic you can certainly insert a video or an image into your content especially if it’s a blog post if it’s a blog post then sometimes video and images on its own tell the story you don’t necessarily need text to go ahead and tell your story a video or an image as they say tells a thousand words and so images and videos are great to use in a blog post so using different forms of content you know you always want to review your content when a user dwells on your web page for a longer time google will tend to think okay this person is engaged so we’re going to rank that favorably so if you’re using infographics videos and images then the chances of somebody being more engaged are going to increase versus just text that’s not well organized and written out in a way that somebody doesn’t necessarily understand so be creative in the types of content you use so longer engaging content tends to bode well with search engines so this is according to hubspot so the more word count you use the more words you use the chances of you ranking higher are going to be better just take into account best practices you want to maybe break up the content with an image organize it make it engaging use headers so it’s not necessarily just words it’s the words and how those words are written how they’re structured the types of keywords you’re using how you’re engaging with your audience there’s a lot of factors again those best practices we just went over but the key is you know if you have longer more engaging content then it’s going to bode better for you on search engines so a couple of steps to create high quality content so you want to begin with a comprehensive introduction so always introduce your content remember the content should be relevant to the keywords so if you’re choosing keywords in your keyword research think about answering that question if somebody’s typing in bread recipes maybe they’re looking for banana bread recipes how to make the best banana bread or how to make banana bread using dried figs we want to be able to align our content with that keyword naturally you want to create a title that’s worthy that’s click worthy so remember if you’re in google search and you’re doing search for something simple like bread recipes we want to make something that’s going to be you know engaging for somebody to click on like easy perfect yeast bread or easy crusty french bread or something that’s going to be engaging you know the best bread recipes or how to make the best homemade bread you know something that’s going to draw somebody’s attention to the title of that blog post so we want to include lsi keywords so what i mean by lsi keywords in your content we mean you know long tail keywords make it natural headings and subheadings should consist of keywords and variants so if you’re writing headers and subheaders include the keyword in there and that way the the content always stays relevant to the audience okay shorten your sentences and paragraphs so don’t write long paragraphs remember we want to break this up we want to make it easy for the end user to read and we want to always put internal links on our blog post why because if we have internal links then if we have a link from one blog post to another blog post or say our blog post to an internal page on our website we want to make sure that it’s relevant content that way somebody’s reading something and you have an internal link let’s just say from a bread recipes page to a banana bread recipes page then they may find it interesting click on that link and go to the banana bread recipes page so it’s keeping somebody engaged on your website so putting in internal linking will help keep the end user engaged because you’re offering up links that’s relevant to the content you always want to break up that content with images okay we want to use alt tags meaning we want to pen the image with text so that way if the image doesn’t load then at least the alt text will load so we can incorporate call out boxes and more importantly we want to update our content regularly so we always want to get the best recipe out there if it’s banana bread or different ways to create banana bread or always just coming up with ways to update the content so we want to keep our content our blog post fresh and then we want to include a cta call to action if we include a call to action then that’s going to keep somebody engaged and have them act on your content so these are steps to creating high quality content and so let’s look at an example here and this is a three month old post on buzzfeed and it’s 21 pictures that restore your faith in humanity so it has a lot of likes a lot of tweaks and that means it’s engaged people are engaged when reading that and so if we go and look at it as an example we could see it on a buzzfeed here 21 pictures that will restore your faith in humanity so this was written back in 2012 again a lot of engagement but if we look at it we can see immediately that it’s taking into account third-party sources it’s got some content it’s got images it’s being broken up by images we can see there’s call to actions on there in the form of social so people can go ahead and go ahead and share it if they like it okay it includes videos includes images third-party sources so it’s a good post because listen you know it’s engaging content it’s probably answering somebody’s question about humanity and we could see clearly that look you know there’s a lot of different examples here from a lot of different sources and we could take action on this content so not just video not just images but text as well and so it’s very engaging answers questions takes into account the different types of content available so this is a good post in that regard so content’s updated regularly it’s engaging and it includes sources from high authority websites some do’s and don’ts on the content so take into account the best practices i mentioned about creating high quality content answer those questions that the end user wants to hear you know because that likely is going to be their search and so you want to be able to respond to the end user that’s part of creating high quality content different types of content i.e in the form of infographics or videos or text or images you can add images from public domain sites you can be relatable and use examples to clarify points just like the buzzfeed article simplify complex words don’t use sophisticated language talk to your audience as if you they were standing right in front of you and use bullet points to exemplify your examples your points so some do’s that don’ts obviously don’t lift content we don’t want to lift content from another website so that’s plagiarism so we want to have our own unique content we also don’t want to take images from other websites and so if you do happen to find an image that works for your post and it’s on somebody else’s website ideally that’s not a good situation but if you do happen to do that then always give credit to the website okay so if you took it from xyz.com credit xyz.com for the image and even put a link back but ideally you don’t want to take images from other websites just as much as you don’t want to take copy you don’t want to take images use your own imagery and content but if you don’t have imagery then you can always go to stock photography there are plenty of websites out there where you can sign up for a subscription like adobe stock images as an example you can sign up for an account and in some cases you can sign up for a free account and use stock imagery okay don’t give less information to your audience give them to your audience what they deserve which is the information they’re looking for they’re looking for the best banana bread recipes give them the best banana bread recipes incorporate your own images break it up with titles give them a good quality piece of content that they’re going to be able to engage with and so if you put long paragraphs in your content then it’s going to be less engaging so try to avoid those long paragraphs remember shorten up the paragraphs keep the language simple add in images answer those questions use third-party credible sources but write it in your own words and you should be on your way to creating good quality content okay so now that we’ve talked about high quality content in order to get your pages ranked high on google search let’s turn our attention to optimizing on page elements and discuss some website level factors that are both going to help you rank high on google search so let’s just do an overview of what we’re talking about when we talk about on-page elements and website level factors so optimizing on-page elements include a number of different things but primarily we’re going to focus in on meta tags also known as meta description tags header tags also known as title tags and urls so those are just some of the on-page elements we want to be able to optimize using relevant keywords in order to rank high on google search we also want to take a look at some website factors that will affect our ranking on google search they include website architecture having a secure website having a site map and taking a look at page speed so all of those are some of the website factors we need to take into account in order to rank high on google search so title tag and meta description together are considered meta tags so both play an important role in ranking high on google so we want to be able to write unique title and descriptions for each page on our website when i say unique that means a title in the meta description need to be different for every page on the website and so if you’re not quite sure what a title tag and a meta description tag is if you go to search and just type in any particular search query the title tag is what’s going to show up here and bold and then the description is going to show up below it below the url and that’s going to describe the page so both of these meta tags are important because it describes what your page is all about and that’s what google uses in the search results pages so we want to be able to pay attention to the length of our meta tags so if we go back to our search results pages met title tags are generally 60 65 characters meta description tags are generally 160 characters so anything really longer than that then what’s gonna happen is the meta description tag or the title tag will get truncated and so if we look here for example we can see all of the title tags here fit the 65 character limit but if you run over the character count on meta description then google is going to truncate the copy so you want to stay within your parameters in order to avoid getting your content truncated and so the other thing when we’re writing title meta description tags we want to minimize keyword repetition so if we’re optimizing for keyword we don’t want to necessarily just plug that keyword into the title tag and meta description multiple times we want to make sure our title tags and meta descriptions are naturally written so if somebody’s typing for banana bread recipe with dried figs you know we want to have a nice title tag and into this description that is going to get somebody to respond based on their need and so we definitely want to avoid keyword repetition but we want to be able to use that keyword in the title tag because if you remember from the earlier segment when we did the all in title syntax to find out exactly how many competitors were using that particular keyword well we obviously want to use that keyword in the title tag because again the title tag is an important factor when it comes to search engine results so we want to use the keyword but we want to avoid stuffing or using it repetitively in our title tag and our meta description we want the title tag and the meta description to describe the page sound natural but also be engaging because the point is we want people to click on our link and go to our website from search engines so title tags with numbers tend to result in higher click-through rates this is according to mods so for example if you just put in a title tag that says learn digital marketing well that may work but if you put a number in there like five easy ways to learn digital marketing that might get somebody to click on your link and go to your website so having questions in your meta tags can also increase your click-through rate for example if you just put learn the importance of first page rankings not too bad but again generic but if you put it into the formal question how to rank number one on google it’s more action oriented it’s gonna get somebody to resonate with the question that they have and that may be their query how to rank number one on google and so these techniques will help you get higher click-through rates and so according to backlinko title tag with a keyword can improve site ranking so remember we want to include that keyword in the title tag even though we only have 65 characters we want to include that keyword but we want to avoid stuffing the keyword in there we want to again make the title tag action oriented maybe with the number maybe as a question with the keyword in there once naturally not easy to do but that’s the beauty of seo if you can follow these best practices and write a good title tag then the chances of you improving in your search results are going to be greater so having only one h1 tag in your post is going to be good so remember when somebody clicks on a link so let’s say they do find a title tag engaging and they click on this this link here and they go to that website you know you want to start out with having that particular h1 tech because the h1 tag especially with the keyword in it is going to signal to google hey we’re organizing our page and because it’s an h1 tag it’s important we’re structuring the page according to best practices so having only one h1 tag in your post is definitely helpful having multiple tags h tags in your post help organize the page a lot better so we want to add that targeted keyword in that tag and your header tag should be relevant to the content so if we go back to our example of the using dried figs with banana breads well the title says california fig banana bread and remember the last segment when we’re talking about high quality content we’ll look no further than including a video into our content so not only will this video help keep the engagement high but it breaks up the monotony of the page and it’s from a third party source so it adds credibility to the page so adding a videos based on the last segment of high quality content definitely helps with ranking high on google search so following hierarchical structure that means putting those h tags in there h2 tags help break up the content and we want to avoid repetition of h1 tags on your different web pages of your site meaning don’t just put the same h1 tag with the same keyword in it and keeping it blase we want to make those h1 tags exciting to read but also used appropriately to break up the content so remember all white hat techniques we want to avoid hidden texts we want to avoid stuffing keywords we want things to be natural we don’t want things to be forced and your h1 tag should be 20 to 70 characters don’t make long h1 tags so if we go back to our page example a short sweet tag here california fake banana bread it’s relevant to the content it’s short sweet and breaks up the monotony of the content and more importantly and again any content you have on the page should always answer the user’s intent remember people are using search to answer questions find information our content should be able to answer that for them so according to john muller senior webmaster trends analyst at google header tags would definitely help google for rankings in the search results so we want to use header tags so when it comes to urls we want to use hyphens and avoid underscores so if we look at this url here this uses hyphens fig and banana bread so it’s all broken up with hyphens that’s a best practice remember canonical urls a canonical url signals to google this is the original content so we want to use original content and if you have multiple sources of content out there on say different websites we want to use a canonical tag to signal to google this is the original content please index this content and that doesn’t hurt to use a favicon url meaning a small icon it helps to break up the monotony and help your url stand out we can add targeted keywords in the url so again looking at the url here i can see we’re using targeted keyword as part of the url structure vegan banana bread and notice the h1 tag is fake banana bread so it’s all consistent and it flows naturally urls that are no longer existing then we want to be able to set up a redirect for those urls meaning a 301 redirect is a server response for google that says hey google this page is no longer available but we permanently redirected it to this page which is now available so that’s what a 301 redirect does it helps signal to google and all the other search engines that if the page is no longer there that’s fine you’re just going to go to this page this is the page that’s permanently there now and another thing we want to do here is if you have mobile urls you want to include those in the sitemap and we’re going to hit on that in just a minute but all urls should be mobile friendly as well as desktop friendly meaning take into account those best practices keep your url short use hyphens put the keyword in that url and make it easy to understand want to avoid capital letters in the urls the urls are case sensitive so go lower case you should always go lower case from the url readable urls again the rule of thumb here is if you understand what the url is then google is going to understand what the url is so the shorter the url the easier it is to read the easier it is to read the better chance you have to rank high on google search so according to backlink 2 urls that are shorter definitely definitely help you rank so we want to be able to shorten those urls keep them short and sweet don’t make them long and unreadable so those are some on optimized ways or on-page elements that help you optimize now we want to look at some website level factors that will help you optimize and rank high on google search so good site structure provides better crawling for search engine bots and what do we mean by that well we mean having your site organized in a fashion that google’s going to be able to find all the pages so what do we mean by that create a logical hierarchy structure so if you’re selling shoes you know you’re going to have a home page break the structure up into men’s shoes women’s shoes children’s shoes then under men’s shoes you could have it by brand it could be nike puma adidas on the women’s side it could be nike puma adidas on the child side it could be nike puma adidas and so you want to keep the structure flow in a hierarchy do we want to balance the amount of subcategories within each category so the men’s if it has nike puma adidas the women should have nike puma adidas and so you want to code your site navigation and css or html meaning we want to be able to use something that google is going to be able to index so most sites are built in html and that’s what google likes to index they like to index something that they could take back to their servers and then more importantly build a comprehensive structure for internal linking so internal links mean that if you’re on a site you should have natural links pointing to other pages on your website so to keep the flow going and we don’t want to have unnatural inbound things you always want to have natural internal links to keep the flow of the user going from one page to the other so here i can see as an example all the ingredients in this recipe well this has an internal link to another page on our site and this happens to link to a page where somebody can buy the ingredients so it’s a natural internal link so john doherty of credo has claimed that one of the biggest changes that he can make in fixing the credo website is architecture so for example in credo john dougherty has increased the organic sessions by 74 and pages by per session by 41 just by changing the site architecture so you’d be surprised by changing the site architecture what that will do to engagement and so let’s turn our attention to secure versus non-secure so what we mean by that is securing your site we want to make it sure that compliant with certain protocols and so if we go back here we can see that this particular site is compliant it is secure https means it has a secure license meaning the site is secure so google likes secure versus non-secure so non-secure would be http so we want https as our protocol and what that means is just enabling ssl certificates and that means when you enable an ssl certificate that means your domain or your protocol is going to be turned to https so google prefers sites that are secure versus non-secure so if you use hsts as a protocol that adds an extra layer of security over the https and hsts prevents cookie hijacking so adding multiple layers of security always helps in my opinion if you have an http website a non-secure website you should look into buying an ssl certificate getting your sites flipped over to https because what’s going to happen is your url structure is going to change when your url structure changes google’s going to recognize that because they’re going to index your site and when they index your site they’re going to see those secure urls and that’s going to work favorably in your favor and help you rank higher on google search so websites using secure or https have a higher chance of ranking higher so https is a ranking signal because google indexes those pages so let’s also talk about sitemaps so sitemap is one of the most important ways to improve your website ranking why well because sitemaps are a way to organize all your urls into one file so we’re basically going to prioritize all our web pages in a sitemap so if you go to any particular website and you type in sitemap xml you’re likely going to see all the pages on your website so usually the site map is located in the root directory so if i type in sitemap.xml i’m going to be able to see all the pages in my root directory and i can also prioritize them i can also alert google as to how often they change and every page is going to have a date stamp associated with it so google can actually see how often it changes so remember we want our content to be updated frequently so content’s not updated frequently or it’s not fresh then google is going to see that site that date stamp that last modification down so we want to be able to make sure content’s updated frequently we want to let google know that we change it frequently and we want to be able to prioritize our pages let google know hey these pages are important to us so all that can be set up in a sitemap we want to be able to add canonical versions of urls in the sitemaps so we want to be able to add all our original urls in our sitemap and so we always want to build dynamic urls sitemaps for larger websites and what i mean by dynamic urls that means that if i look at this sitemap and we’re always adding content let’s just say in the form of a blog well guess what we want those pages to be added to the site map as they’re published so as we add pages to the blog or to the site then they should automatically be added to the sitemap and so in effect what’s going to happen is we’re going to be able to see the site map grow with more urls when the sitemap grows with more urls then that means then google is going to index more pages they’re going to index more fresh pages so they’re going to be able to get those pages that are just published quicker so that’s the whole idea behind dynamic site maps is we want to be able to capture all the urls just as they’re published and we want to be able to maintain our site maps and so i would always recommend a dynamic sitemap but you can always create your own sitemap just by going to a tool called xml sitemap so if i just type in xml sitemaps into google search here i could see xml sitemaps generator and i can be able if i have a small website just create a free and simple sitemap on my own when xml sitemaps creates it or your platform creates a dynamic sitemap either way the sitemap’s going to sit in the root directory and then what we want to do in turn is let google know where that site map is so in search console we want to be able to submit the sitemap so you’re going to add the sitemap you’re going to let google know where it is it should be in the root directory and it should be called sitemap.xml and when you do that google is going to be able to take those urls and index them so we could see we submitted 528 urls google index 521 so one thing about urls here is when we create a sitemap we’re putting all your urls in there we do not add no index urls in your sitemap and what that means is that any url we don’t want google to index we’re just going to exclude from the sitemap okay so we want google to take all the urls we want indexed and put them in the sitemap so according to edgy using sitemaps for seo can increase your website’s visibility and help you get indexed why because what you’re in fact doing is taking all your urls that you want index you’re telling google how often they’re modified you’re telling google which ones are important and you’re submitting that to google and so google is going to be able to take all those urls quicker index them quicker and when they’re indexed quicker you can get ranked quicker and when you get ranked quicker you can get traffic quicker so that’s the whole idea behind site maps so let’s turn our attention to page speed now so when the last factors for our website besides architecture making it secure and adding sitemaps is want to take a look at how quick our pages load here are some tips in order to optimize page speed because ideally the quicker a page loads the more engaged the user is going to be if it takes a longer time for the page to load all the elements of that page then what’s going to happen is the user is going to get impatient maybe leave the website all together or go to another page and so we want to be able to optimize images so any image that’s of large size in terms of megabytes we want to be able to optimize that to compress the image so that’s one way to speed up page speed we want to use a simple website design you know html with css or cascading style sheets just a simple design with simple hierarchy and website navigation structure so nothing fancy nothing complex just a simple website design with optimized images we want to leverage browser caching and we want to upgrade the server response time meaning all your files are sitting on the server so when somebody goes to web page the server is serving up all of those files the images the text etc and so we want the server to respond as quick as possible so when it comes to page speed we can look at the factors affecting page speed in google analytics so if i go to google analytics and i go under behavior and i go under site speed and i go to overview i’m going to be able to see what my average load time is for my site and ideally we want our pages to load as quick as possible so that means anything under four seconds anything four seconds or higher and it’s likely the end user is going to leave the page there’s a correlation be between page load time and bounce rate and so what google actually does is give you speed suggestions so if we do have a page that loads slow we can just go to speed suggestions and google analytics and we go to speed suggestions then google’s going to be able to tell us hey this particular page load fast this potential page loads slow and if it loaded slow why is it loading slow so here we could see the home page of the example is loaded on average of seven seconds well if we look here they’re going to give us some suggestions so if i click on this page speed suggestions it’s going to load a report and a tool called page speed insights and basically what it’s then going to do after it’s done running is it’s going to tell me all the ways in which i can optimize my pages not only for desktop but also for mobile so here i can see for desktop or for mobile i can look at some ways in which i can optimize it to increase page speed for example sizing my images properly server response time reducing my server response time avoiding multiple page redirect so there’s a lot of opportunities that we can do to speed up page load time and all that’s found in page speed insights and all that’s found within google analytics so remember optimizing code minimizing redirects optimizing your images upgrading your server response and all of those are factors and so again you can go into analytics page speed insights and you can see exactly what google is recognizing as what’s lowering or slowing down your page load time so google takes site speed as one of the most important ranking factors why because they’re going to rank pages not only with high quality content that are relevant to the keyword queries but they want those pages to have a good user experience so if somebody clicks on the page then the user should be able to see that content fairly quickly and so that’s why it’s such an important factor so the quicker your pages load the chances of you ranking higher are going to be better so according to web performance today walmart as an example experienced declining conversions so what they did was looked at their page speed and when they looked at their page speed you’d be surprised what that did just increasing it from one to four seconds or decreasing it basically increase conversion so there’s always going to be a correlation between how quick a page loads and how engaged the user is because if it’s users engaged they’re going to stay on the site and if they stay on the site then their chances of converting are going to be higher so just even one to two seconds increase in page load is low time will make a world of difference in terms of engagement and conversions let’s turn our attention to off-site engagement so previously we talked about on-page elements and website factors that affect our rankings for search results but we also need to turn our attention away from our website meaning what we do on our website and turn our attention what we can do for our website off our website and on to other websites so that’s off site engagement and so let’s look at an example so that ice cream recipes blog so we did everything we possibly could we updated the meta tags the title tag the meta description we added h1 tags we made sure the site architecture was sound we submitted a site map we we made sure the page load was good and fast so we did all the things we’re supposed to do on our web page but we’re still not ranking well what do we need to do well we need to turn our attention away from our website into other websites we call this off site or off page seo and we need to basically generate links from high quality sites back to our site so if we’ve done everything we can on our own website and we’re still not ranking where we want to be well then we need to turn our attention to other websites and so if we turn our attention other websites and other websites that are relevant other websites that are of quality other websites that have high domain authority then we’re going to see an increase in rankings so it’s just a matter of getting quality links from quality websites that are relevant that’s what’s going to move the needle on search after we’ve taken care of all the on-page elements so more backlinks from high domain authority results in higher rankings seo is a combination between what we do on our website meaning optimizing the page and making sure our website has good site architecture and follows the best practices in terms of site maps and page load then we need to turn our attention to the backlinking to improve our domain authority so according to backlinko analysis offsite engagement is one of the most important elements for ranking number one in google so you can’t just focus your attention on updating the title tag and making sure the pages load fast you have to turn your attention as well to getting back links from high quality sites that’s off-site engagement and so gaining links back links from multiple danes is vital it’s vital because they bring referring traffic to your site they bring credibility to your site but more importantly google is going to recognize the relationship between these sites and your website and if these sites that have backlinks or links pointing to your site and if they’re of high quality then we call that passing link choose so it’s going to bring quality to you in terms of organic search so if we look at an example if i do a search for banana bread recipe there are 241 billion results for banana bread recipe why did this particular page from simply recipes rank number one well we can turn our attention to moz and moz has a report called link explorer and so moz link explorer report helps us identify our own page authority our own domain authority and how many links we have from other quality websites so if i put that particular url into link explorer and notice the url here is short even though it uses an underscore when it shows a hyphen it’s still ranked number one and why because off page elements help this page rank number one why their page authority out of 100 is 58 their domain authority out of 100 is 82. and what does that mean well that means that they have a lot of good links from other domains of high quality they have 824 linking domains to this one domain they have 3 600 inbound links and they’re ranking for a lot of different keywords so if we scroll down we’re going to be able to see kind of a break out the quality of websites that are linking to them so they have 19 domains with a domain authority of 91 to 100 linking to them they have 15 domains between the range of 81 and 90. so what does that tell me between 15 and 19 that’s 34 particular domains that are very high quality linking to it and so we could see the breakout of the linking domains we could see the top file links to the site and we could see the page authority so the link explorer report gives us an overview of what pages are linking to ours and it also gives us an idea of what our own page authority and domain authority are because domain authority and page authority both need to be high in order for us to rank on google search in order for it to get high we need links from high quality sites so that’s the whole idea behind off-site engagement so some of the offside engagements are influencer marketing meaning is there somebody out there on social who has a huge following but not only do they have a huge following but are they relevant to our product for example usain bolt who’s a famous sprinter if we’re selling shoes and we’re selling nike shoes maybe usain bolt can reference us on twitter or facebook that’s influencer marketing getting people to influencing people to buy our product we can engage with audiences on multiple social media platforms like facebook and twitter meaning if we’re running a promotion on those running shoes then we can promote that on facebook okay we can promote that on twitter we can also bookmark our webpage on popular bookmarking sites like stumbleupon we can also put our content on discussion forums like reddit we can join high pr quality q a sites excuse me and post answers to questions related to our business like cora.com so we can engage in sharing our content and answering questions so there’s lots of ways to get links to your website if you have a blog post as an example you can make sure that maybe that content is shared on a similar blog post so if you have an ice cream recipe blog post well maybe you can look at a dessert blog post and share your content on that particular blog post and have a backlink pointing from that blog post to yours as an example and you can reciprocate so the whole idea of content is sharing the content but at the same time of sharing it you’re producing backlinks and backlinks help domain authority so not only do they help domain authority but they improve the search rankings so in google’s eyes the higher your domain authority higher the page authority in google’s eyes that means your page is important it’s credible and we’re going to prove it in the search engine rankings it increases brand visibility if we have our content on a highly engageable website a highly popular website or a blog it’s not it’s going to lift our brand visibility if we have usain bolt who’s very famous sprinter do some influence in marketing for us then that’s going to increase our brand visibility so anytime we can associate with something that has some influence or some clout or high domain authority then it’s only going to increase our brand awareness and visibility so again it’s going to increase our domain authority because of the association of passing link juice from one domain to another it’s going to then as a result increase referral traffic because if we’re on a high quality website that gets a lot of traffic then the chances of some of that traffic go on our site is going to be great and again it improves the credibility and trust of our website and that’s what we want we want google to trust us and a way to build trust is by associating our website with other websites of high equal or higher quality so when we talk about offsite engagement we want to do some guest posts on relevant websites so if you have that ice cream blog go to another blog like the dessert blog and do a guest post so not only that will that improve your brand awareness but it’ll generate a backlink and maybe drive some referral traffic you can participate in forums and blog discussions like core.com or reddit get your content out there start a discussion about a specific topic to engage users build brand awareness and generate that backlink you can always you know put your your site on a directory like yelp for example or yahoo directory you could prefer testimonial link building meaning if you serve products or offer up a service well somebody could provide a testimony on their website or you could just earn backlinks from relevant authoritative web pages like we mentioned quora or wikipedia there’s plenty out there so the idea is to associate yourself with high quality websites but do it naturally you don’t want to force anything so if you’re selling a specific service or you’re selling a specific product look for like mining services or products that complement what you do and that’ll create the natural environment natural ecosystem that will eventually give you the benefits that you need to rank higher in the search results pages so we don’t want to purchase any links we don’t want to cloak content we don’t want to just inject links on sites that aren’t relevant we don’t want to just have site-wide links all over the place pointing to the same page and we certainly don’t want to be on low-quality websites or directories it’s all about quality not quantity with offsite engagement so having offsite engagement complements what you do on your website for onsite together both of those efforts will get you higher search engine results so let’s start out with why gtm so let’s just say you’re sam and you have your own e-commerce website and you want to understand how people are interacting with your website well sam today’s world of websites contain a lot of interactivity everything from videos to pdf downloads to commenting to form submissions uh to all sorts of chat functionality interactivity going on throughout the website so there’s just a lot that you need to track outside of just page views and so really what gtm does is they help you track all these things i just mentioned everything from somebody clicking on the play button of a pdf to somebody clicking on the submit button of a form to somebody entering in something on a chat function so that’s what gtm is so why gtm because it helps us track all that interactivity so all gtm is is really allows you to really place a piece of java code which is just script and the script that’s added to a web page to collect information so that’s really what a tag is it’s just some script that gets put on a web page in order for you to collect information like page views clicks etc and they send it to third-party tools okay so that’s what gtm does it it basically allows you to take all these tags that collect information and you can use them in gtm so if you want to for example collect how many people you know enter a chat functionality and start chatting well you’re gonna take that script and you’re gonna put it in gtm and gtm will then allow you to start tracking that information so that’s really what gtm is it just allows you to put tags into a container or think of it as a toy box you have all these toys and you want to track well you can put all those those toys or tags in a toy box or container and we’re going to talk a little bit more about that but before we get into gtm let’s just say you know you’re communicating with your developer and there’s a new user request on your webpage and you want to update the tag well your developer considering it’s probably a small update to your website he’s probably gonna not um hesitate and is gonna go ahead and turn around and do it normally and so normally what happens is the developer is gonna go to the website and update the tag well what if you have a few things that you want to track all those things i mentioned before from downloads to clicks to you know somebody checking out to watching a video well your master your web developer is going to go well hold on a second now all these requests are going to take time i need to put them into the work queue so to speak well what happens is when they go into work queue usually it’s going to take some time and in some cases you as a marketer need to launch a campaign and you want to get that tracking uh added to the website in time for the campaign launch so you want to go ahead and quickly turn around the tracking for that particular campaign let’s just say you’re launching a campaign and you’re sending people to a landing page that has a form submission and you want to be able to track how many people click on the submit button of that form submission well if you need to turn that around your developer’s like well i need to put that in a work queue the timing isn’t going to always work out between you and your developer is my point and so that’s where gtm comes in because there is a solution update your tags faster and that’s google tag manager so when we say gtm that’s what gtm stands for google tag manager it’s a place for you to add tags quickly and easily so tags remember are just snippets of code that allow you to track things on your website interactively interactive activity and basically when you have gtm you can bypass the webmaster and do it quickly and easily so that’s what gtm is all about so why gtm because we just identified two benefits one you could track all the interactivity on your website and two you can bypass your web developer or webmaster and so that’s the benefit of gtm so the benefit you get those tags updated very quickly via google tag manager okay so that’s what tag manager is so what we’re going to talk about today is specifically what tag manager is and what it does we’re going to list some of the benefits of tag manager we’re going to show you how it works and then we’re going to show you how to get started with tag manager tag manager if you’re not familiar with working with webmasters and dealing with javascript and tags and all this jargon is just new to you today okay well don’t fret sit back we’re going to take it slow this is an introduction into google tag manager again let’s start out with what is tag manager so we’ve already introduced it to some degree because we already introduced is a tool where you can put all your tags into a toolbox toy box or container so to speak right and we already already mentioned that hey you can bypass your webmaster so you’re probably thinking well if i’m if you’re not familiar with tag manager how can i bypass my webmaster well first of all it’s a free tool and it’s a google tool hence the name google tag manager and it helps you really that’s the main point is deploy and track tags on your website by passing your webmaster so that’s tag manager and so examples of tags that can be deployed vehicle tag manager are numerous these are just some examples like google analytics facebook pixel tracking or google ads there’s no limit into the number of tags you can track in tag manager there is no limit you can add any number of tracking tags and tag manager okay so some of the benefits well again i we just listed two you can put any tag into tag manager and track that onto your website and we know you can bypass your web developer or webmaster and what it also does is it also allows you to test and deploy your javascript codes quicker so remember these javascript codes or snippets of codes are just there to track certain things on your website whether that be a page view or somebody clicking on a play button or tracking somebody who converts or even just goes to your website so the biggest benefit is you can take that snippet of code let’s just say facebook let’s just say you’re doing facebook marketing and you want to put that facebook pixel on your website so that you could track people who come from facebook and convert well you don’t need to put that facebook pixel on your website you can go right to tag manager and you can put that snippet of code right in tag manager really quickly and the other benefit here is all tags are managed in one place and that’s that to me is really a good benefit because when you start adding tags on your website and you have some tags in tag manager it just gets very confusing so ideally all the tracking code you have on your website needs to be in tag manager think about that all the tracking so if you’re doing bing or you’re doing facebook or you’re doing twitter or you’re doing linkedin and you’re doing google you’re doing all this type of marketing on all these different platforms you’re going to have tracking code for all these different platforms and instead of putting on that code on your website return gonna slow down the slow

time of your web page and website you want to put them all in tag manager so they can be organized and you know exactly what you’re trying to track and the other great benefit of tag manager is there’s a versioning control so let’s just say you have added tags to your website via gtm for the last six months well and let’s just say you add another tag yesterday if you added that tag yesterday and something doesn’t work well you can just roll back to a previous version it’s that simple so you have versioning and that’s that’s a good thing when you have versioning you can control what gets published and if something doesn’t work after it gets published then you can roll back to a previous version so it’s a a piece of mind so to speak just because you’ve had code to your site there’s no guarantee it’s going to work and so you can always control what version you’re dealing with in tag manager and we’ll talk a little bit more about that so the biggest benefit here to me with tag manager is you have event tracking and so we talked about some of the things you could track on your website from videos from play buttons to somebody clicking on the stop on the video or pausing it all the way to somebody again chatting or let’s just say somebody clicking on that purchase button on your website okay and you want to track all these different things these different interactivities and buttons well event tracking is what you’re going to use to track all those buttons and to me this is the biggest benefit of tag manager and i’ll show you some examples as we go along and if we didn’t mention it already i’ll mention it again it is free tag manager is free there’s no limit so once you have tag manager going you can add as many tracking codes as you want there’s no limit on the number of tracking codes you can add to tag manager okay so it’s free and you can use it to its fullest advantage okay so it’s also high security meaning that it has different levels of permissions okay so you can have uh somebody just go in and look at the different tags and tracking codes you have in gtm or you can have somebody who is very familiar with tag manager and go in and add the tracking code to tag manager and then publish that tracking code when it gets added so those are all the benefits let’s talk about how it works now specifically how does tag manager work because you’re like rob okay again a lot of jargon you know you you got tags and javascript and and versioning and publishing and all this other stuff well i know i’m throwing a lot at you at once but just bear with me here okay so let’s start talking about how it actually works so you have a website okay whatever that domain is you have a website and there’s chances are on your website you have some form of interactivity whether that be a video whether that be a blog whether it be a form submission you have a website with some interactivity and let’s just say you’re even thinking about getting ready to launch some type of campaign on maybe google or facebook and you want to drive traffic to your website fair enough you’re joining the millions of other websites that are out there that have interactivity that also drive traffic to the website so income’s google tag manager and so tag manager is important because again we know we want to track people coming from that facebook campaign or that google campaign interacting with our site so if you are running facebook and you are running google analytics well guess what you want to put that tracking code in tag manager so google analytics being a google product works very nicely with tag manager facebook has its own tracking code but you still want to be able to track people who come from the facebook campaign to your website so you’re going to get that tracking code from facebook and put it in tag manager that’s generally how it works so here information from your website is shared with another data source through tag manager so think about that if i add facebook tracking code to tag manager or let’s just say i had google analytics tracking code to tag manager tag manager is the one that’s pushing out and doing all the heavy lifting they’re the ones that are controlling what code gets fired and what code doesn’t so if you’re putting the code in tag manager tag manager is controlling the code think about it that way and let’s show you an example of what that looks like so here i am i’m in tag manager i just went to tag manager.google.com and here i could see a list of tags so in our conversation we’re talking about tracking facebook and we’re talking about tracking google analytics well google analytics is easy because it’s a google product so here if i look at all the different tracking code i have on my website through tag manager let’s just take a look at google analytics so if you’re going to use tag manager you might as well put the google analytics code in here so here i can see i have google analytics as a tag in tag manager now for facebook if i’m running a facebook campaign well i can take that pixel tracking and put it in gtm as well and here i can see facebook pixel that is that code is added to gtm i just basically took what facebook gave me and put it into google tag manager so you can see i can add facebook and google analytics and again i can’t stress it enough any tracking code from any platform i can add to google tag manager in order to track the behavior from those sources so let’s take a little bit deeper dive into how tag manager works so i just showed you an example of how you could take facebook and google analytics code and put it into tag manager but if you’re not familiar with tag manager then how do i do that well let’s talk about the structure and how tag manager works so when you have a tag manager account you have a container remember i mentioned toy box earlier you have a bunch of toys if they’re they’re code and you’re tracking different bits of code from different platforms like facebook think of those as toys and you have a toy box okay well that’s what this code is and that’s what a container is the code is the code and that’s going to go into the toy box or container and so the way tag manager works is you have tags triggers and variables so if i take my facebook tracking code and put it into a container i need to set up a tag and a trigger okay so let’s take a look at what that is so first if i go back to tag manager i’m going to have an account and if i have an account i’m going to have a container so here i’m just going to click on an account with a container and a container is nothing more than what website you’re adding the tracking code to okay that’s all the container is we’re just letting tag manager know this is the website we’re adding all this code to so you have tags triggers and variables that’s the structure of tag manager so tags are just what it says tags what are we trying to quote unquote tag well if it’s google analytics that’s easy here i could see i have google analytics added so if i click on google analytics here’s my tag and if i take a little bit of a deeper dive there since google analytics is a google product it integrates already with tag managers it’s pretty easy i can just choose google analytics then i’m going to check page view and that’s my tag now every tag needs a trigger okay so i need to tell tag manager how or when to fire the google analytics tracking code so in this case i’m going to tell tag manager to fire on all pages so if i get somebody a visitor to my website analytics is firing on all pages so whatever page that visitor lands on google analytics is going to fire so that’s really what it comes down to is i have a tag and i need to tell tag manager when to trigger that tag that’s really what the structure of tag manager is it’s tags triggers and variables and variables what we’re going to talk about here in a couple minutes but you have a piece of code you’re going to go ahead and put that into tag manager you’re going to tag it and then you’re going to fire that trigger so let’s take a look at another example here if i go back here you can see facebook well here’s my facebook pixel okay that’s my tag so when is it gonna fire well it’s gonna fire on a specific domain or subdomain that’s basically what we’re doing we’re trying to tell gtm when to fire that particular tag so those are the three main components a tag okay which is going to contain the javascript code that you get from say facebook the trigger so you’re going to go into tag manager and tell tag manager when to fire that code that’s the trigger and then you have variables and so variables are basically just additional information that tag manager may need for your tag and trigger to work so that’s what a variable is it’s there to get the tag and trigger to fire so variables are divided into built-in and user-defined variables so common used variables include say page path or page url or hostname or click class again they’re there and these examples i just gave you are there to get your tag and trigger to work think about it that way they’re just that’s a component and if i go into tag manager here and here on the left side i can see variables so remember i have built in and user defined so built in means that tag manager already built these for me so in case i need to get my trigger to work with my tag i can use a variable so those are built in and then i have user defined so these are what i define these are what i created and again the variables are there to get the tag and trigger to work okay so that’s the job of the variable the job of the tag is to host that javascript code okay in the case of facebook or analytics that’s where we’re putting our code so here if i click on adwords remarketing again it’s a google product so i don’t really need to even deal with code i’m just going to select google adwords remarketing okay so you can see gtm integrates nicely with some of the other google products but let’s just say you have a facebook pixel tracking code you’re going to choose custom and you’re going to put the code here so that’s part of the tag and then the trigger again is there to get the tag to fire so you’re telling gtm when to fire the tag and the variable is there to help you make sure that that trigger and that tag work together so that’s how all three kind of work together you need the tag to put the code you need the trigger to tell gtm when to fire the tag in code and the variables there to help you define when that tag and trigger should work or how it should work so again review tags are they’re just small codes of javascript or tracking pixels on your website and so tags are allowed to manage events like scroll track and remarketing clicks downloads files play buttons you name it and even clicks on external links for example let’s just say you have a click uh or a facebook uh icon on your site and when somebody clicks on it they go to facebook you want to maybe track that you’re going to create a tag okay the trigger is there because you need to tell gtm when to fire that tag so it’s a certain condition whether it’s you know fire the tag if the url equals facebook.com or some other condition so the tag cannot be created until the creation of the corresponding trigger so tags and triggers go together you can’t just create a tag and not have a trigger otherwise your tag will never fire and then the variable is there again it stores the information when defining a trigger or transferring data to tag so a variable has a variety of data okay so you pick and choose the variable you want to use with that trigger okay so you’re making sure that by defining a variable you’re making sure that you’re telling gtm how that trigger should be fired so let’s take a look at another example here of how all three play together if i’m in this account i’m in this container if i look down here i can see google optimize that’s another google product so what i’m doing here is i just chose google optimize as my tag it’s already integrated so what does that mean i don’t even need to deal with any code i’m just going to select optimize well we have the tag google optimize but we need to tell gtm how to fire that and so here we’re going to tell gtm to fire it on all pages so that’s basically a very simple example because we’re firing it on all pages so if i want to look at something specific again facebook here’s my tag here’s my code what’s my trigger well my trigger is it’s going to fire on specific pages how do i know that well if i look at the trigger here i could see the trigger is a page view but i’m telling it to fire on this particular hostname so the tag and trigger go hand in hand so how to get started with tag manager so first things first you have to create that account so you’re going to go to tag manager.google.com or you can do a search for google tag manager and you’re going to create your account and then when you create your account what’s going to happen is you’re going to set up a container and when you set up a container you have choices so you could set it up for your website for an app on ios or maybe android or you can even set it up for amp except an accelerated mobile page so most people by default are probably going to set up tag manager for their website and so when you do that when you actually select website what’s going to happen is you’re going to get some google tag manager code in return and so the whole idea here is you’re going to do a swap what you’re doing is basically you’re saying okay google i’m going to take this google tag manager code and i’m going to put it on my website i’m going to put it on every page in my website so notice tag manager has two scripts one goes in the head as high as possible the other goes into the body tag as high as possible and so what you’re doing is you’re making a deal you’re putting this tag manager code on your website and in return every code you deal with whether that be facebook or analytics or optimize or remarketing or whatever it is is gonna go in gtm okay it’s gonna go into the container you created so you need the tag manager code on your website in order for tag manager to work okay so when you add this code to your website then you’re free to start adding all sorts of tags to your container but if you don’t have this tracking code on your website then none of the tags you add to your container are going to work so that’s the idea behind the container and then one thing i wanted to mention on the account is it’s a google account so when you create your account then make sure it’s the same account you use with say google analytics or some other google product that’s a good best practice is always use the same email address when you set up your account so that it integrates nicely across all the different platforms meaning you can go from say google analytics right to google tag manager in one browser without having to log out or log in okay so when you create the account you’re going to create your container if you choose web then you’re going to be asked to place code on your website and when you place that code on your website then you are free to start using tag manager and that means you’re free to start adding tags okay so if you want to know more information about installing google tag manager then what i would recommend is visit the quick start guide website of gtm so again if you’re curious as to where that code is located in google tag manager well when you create an account and you create a container that container is going to have a specific id so if i click on that specific id here’s where i can get my code okay so again when i’m logged in to tag manager i’m gonna click on workspace but in the top navigation i’m gonna see my unique gtm id if i click on that that’s where my code is going to be located and so again your code needs to go in the header and there’s another script that needs to go in the body and if you’re not sure how to add the code to your website well you can always click on the quick start guide here okay and that’ll take you to a quick start guide page a reference page related to google tag manager so let’s talk about creating a tag so once you get tag manager installed i’m sure you’re excited to get going and create that first tag so let’s talk about how to create a tag in tag manager so when you’re in tag manager all you need to do is basically you’re looking at all your tags if you click on tag in the left side navigation you’ll see all your tags and there’s a new button there so you just click new and so basically what you’re going to do is you’re going to create your first tag and so what i would recommend once you get tag manager installed on your website i would recommend setting the first tag up as google analytics so that will get you going with tracking page views on your website when some when somebody visits your website okay so ideally that’s what you want to do you want to get google analytics as your first tag and tag manager so what i’m going to do is because analytics is a google product it’s already integrated nicely with tag manager so i’m just going to click on google analytics it’s going to be a page for you that’s what i’m tracking and now i have to set up a variable and so what it’s going to do it’s going to ask me to set select a variable and so what you’re going to do is you’re going to select new variable and what you’re going to do is you’re actually going to go and add your tracking id here that’s going to be your variable so where do i get my tracking id and analytics well if i’m in analytics i’m going to go to admin and then under property settings i’m going to see my tracking id and all you need to do then is go to tag manager and paste copy first you got to copy over that tracking id then you’re going to go to tag manager and paste it and then that’s going to create a variable for you and then when you create that variable you’re going to see it in the drop down here so i’ve already created it and basically that’s your tag with a variable then what are you going to do you’re going to set up a trigger so see i have some triggers already set up you’re going to see a default trigger already set up for you and that’s going to be all pages so ideally what you want to do is you want to select all pages in order for analytics to fire on all pages so that’s what we’re doing we’re setting up a trigger we’re basically telling tag manager hey if i get a visitor to any page on my website then i want you to fire google analytics so that’s basically in summary how to set up your first tag and my recommendation is your first tag should be google analytics and when you set up analytics you’re going to have to set up a variable for the tracking id and so you get the tracking id again from admin property settings copy and paste that tracking id over save it you have your variable that variable is going to be included in with the tag then your trigger is going to be all pages and there you go you have your first tag you have your first variable you have your first trigger so that’s basically what you want to do and once you’ve added that tag once you’ve added that trigger then the only thing you need to do now is basically publish the tag and so anytime you save a tag you’re going to go ahead and submit it so that way it gets published so again what you’re going to do is let’s take a step back here you’re going to choose new tag you’re going to choose analytics from the drop down menu you’re going to choose page view then basically you’re going to add your tracking id so you can set up the variable and then basically that’s what you need to do okay you’re going to add that tracking id and then voila that’s your tag with a variable and then once you’ve done that then you’re going to click submit so when you click submit you’re basically saying hey i want this tag to go live now this tag and trigger and once you’ve done that then analytics is ready to go and anytime somebody goes to your website on any page tag manager is going to fire google analytics so the great thing here is you have something called google tag assistant and that’s an extension that works with chrome and so when you’ve actually added tag manager to your site or you have analytics running in tag manager you can confirm if those tags are firing properly so let’s take a look at how google tag assistant works okay so if you just do a search for google tag assistant you’re gonna see here that it’s basically just an extension that works in chrome and unfortunately it only works in chrome browser it doesn’t work in any other browser so go ahead and install that extension into chrome and when you do that you’re gonna see this nice icon here in your browser and now if you go to any website and i click on google tag assistant and i click on enable okay so basically i’m loading google tag assistant and now once i refresh the page i can see that this particular site has google tag manager installed and not only does it have tag manager installed i can see that it’s also has google analytics running i have also google optimize running and i have google ads remarketing tag running in tag manager so that’s what tag assistant does it allows you to see if one tag manager is on the site and if it is great what other tags are firing on this particular site so tag assistant’s telling me i have these particular tags firing on that site and they’re firing within tag manager so tag assistant is a great way to confirm if one tag manager is on the site and two what other tags are firing on the site now another way you could confirm if tag manager is firing on the site is you can go into preview mode so even before you submit and publish your tag and trigger you can click on the preview mode so if i click preview in tag manager so basically that’s going to put me in preview mode and so what does that mean well that means that now i’m free to go to my website and see if those tags are firing and so let’s take a look at what that looks like so if i go to the website and just click refresh then what’s gonna happen is tag manager is going to load in preview mode just as you see here okay so that’s going to take a second couple seconds to load up and now what can i see in preview mode i could see that i have gtm firing but i also have some other tags found on this page remarketing i have google analytics i google optimize i have some other tags firing as well and so the preview mode shows me what tags are firing on any given page and i can also see what tags did not fire okay so here i have a number of tags already in gtm but they didn’t fire on this particular page so let’s just say i clicked on the donate now button i’m still in preview mode so i’m going to be able to see what tags fired now i could see i have a couple of tags that have fired on this particular page and then i can see what tags did not fire on this page okay so that’s the preview mode you can use the preview mode before you even submit a tag and trigger to see if it fires and that’s the great benefit of tag manager so if you’re not sure if something’s going to fire or not then you can always go into preview mode and if you are sure it’s gonna fire then you can go ahead and submit it so you can leave preview mode and just go ahead and submit that particular tag and trigger so here i’m gonna leave preview mode and now once i’m done and i’m sure the tag is gonna fire and go ahead and submit all my changes that i’ve worked on in terms of setting up tags and triggers so that’s really gtm in a nutshell so i have my tags okay my tags are just snippets of code that i’m going to put in whether that be facebook or vet tracking or any other google product like optimize or page view then i have my triggers my triggers are there to tell gtm when to fire that tag and the variables are there to help those tags and triggers work together so remember that particular variable we set up for google analytics okay so here it is right here because we want to tell gtm what property to specifically fire in google analytics so that’s why we set up that variable but there are all sorts of variables google tag manager has built-in or variables already created for you or you can specifically define a variable so variables are there to help the tags and triggers work together so when you set up a tag you set up a trigger you use a variable you can always go into preview mode preview it by going to the website seeing if it fires if it fires then voila you can go ahead and click submit and that will publish the tag and trigger and you’re good to go that’s pretty much how tag manager works and again i can’t stress that there’s an unlimited number of tags you can add to tag manager there’s no limit so you got everything from anything from google to non-google to event tracking okay to facebook to anything that you want to track you want to be able to put into tag manager and again there’s versioning that’s one of the great benefits of tag manager so if i want to go back to an older version i can simply do that so here you can see i’m on version 32. that’s how tag manager works and i can’t stress that you know tag manager is there to help you track interactivity on the site because if you have a site that’s interactive that has a video that has a download button let’s just say you know you have all sorts of newsletter sign ups facebook youtube buttons on your website just like this website does and you want to be able to track how many people click on that particular button well you’re going to need tag manager and when you have tag manager you’re going to be able to track all of these button clicks and interactivity on your website thanks rob with that we’ve reached the end of this video stay tuned for part two where we’ll be covering topics like google ads google display network google analytics facebook and youtube ads and much more thank you for watching and stay tuned for more from simply learn

By Amjad Izhar
Contact: amjad.izhar@gmail.com
https://amjadizhar.blog

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This comprehensive text explores the multifaceted world of digital marketing, emphasizing search engine optimization (SEO) techniques. It covers both on-page SEO, focusing on optimizing website elements like meta descriptions and title tags, and off-page SEO, which involves building backlinks from reputable websites. The material highlights the importance of keyword research using tools like Google Keyword Planner and Moz, and stresses high-quality content creation for engaging users and improving search rankings. Additional topics like local SEO, analytics, and content marketing are explored, providing a holistic view of effective strategies for online visibility and success.

Digital Marketing & SEO Study Guide

Quiz

Answer each question in 2-3 sentences.

1. What is digital marketing, and how does it differ from traditional marketing methods?
2. Describe the “post-purchase stage” in digital marketing and provide two examples of strategies to use during this stage.
3. Explain why digital marketing is useful and give three specific reasons.
4. What is Google Keyword Planner, and why is it a valuable tool for SEO?
5. How can you determine keyword competition and its effect on SEO?
6. Explain the difference between on-page and off-page SEO.
7. Describe the purpose of Google Analytics and the main categories of reports it offers (Audience, Acquisition, Behavior, Conversions).
8. What are the four types of goals that can be set up in Google Analytics?
9. Explain what a rich snippet is and describe its importance for SEO.
10. How do internal links and site structure impact SEO?

Quiz Answer Key

1. Digital marketing uses electronic devices or the internet to market products/services, unlike traditional methods like billboards or TV ads. Digital marketing is useful because it provides metrics, allows personalized user experiences, and reaches a global audience at a low cost.
2. The post-purchase stage aims to maximize customer value and loyalty after a purchase. Examples include offering exclusive discounts on related products or providing advice on maximizing the use of the purchased product.
3. Digital marketing is useful because it provides metrics for optimization, personalized user experiences, and reaches a global audience cost-effectively. The data obtained can be used to improve campaigns in real-time.
4. Google Keyword Planner is a tool within Google Ads that helps find keywords for SEO and PPC campaigns. It provides data on search volume, competition, and related keywords to inform keyword selection.
5. Keyword competition can be determined using tools like Google Keyword Planner or Moz Keyword Explorer. High competition means it’s harder to rank organically, which can be solved by targeting long-tail keywords.
6. On-page SEO involves optimizing elements within a website, such as title tags and content. Off-page SEO focuses on activities outside the website, like building backlinks and social media promotion.
7. Google Analytics provides data and insights into website traffic and user behavior. Its main categories are Audience (user demographics), Acquisition (traffic sources), Behavior (how users interact with the site), and Conversions (goal completions).
8. The four types of goals in Google Analytics are Destination (reaching a specific page), Duration (time spent on the site), Pages per Session (number of pages viewed), and Event (specific user actions like button clicks).
9. A rich snippet is enhanced search engine result that displays additional information, such as reviews or pricing. They can enhance the visibility and click-through rate of search results.
10. Internal links and proper site structure ensure Google can crawl and index all pages effectively. A well-organized site with clear navigation improves user experience, which can lead to higher rankings.

Essay Questions

1. Discuss the role of competitor analysis in digital marketing and describe three tools you can use to analyze your competitors’ strategies.
2. Explain the importance of keyword research in SEO and describe a systematic approach to identifying high-value keywords for a specific business.
3. Compare and contrast Google Ads and Facebook Ads Manager, highlighting the strengths and weaknesses of each platform for different marketing objectives.
4. Describe the key elements of on-page SEO and explain how optimizing these elements can improve a website’s ranking in search engine results.
5. Discuss the importance of mobile optimization in digital marketing and describe three strategies for creating a mobile-friendly website.

Glossary of Key Terms

• Backlink: A link from one website to another.
• Bounce Rate: The percentage of visitors who enter the site and then leave rather than viewing other pages within the same site.
• Click-Through Rate (CTR): The ratio of users who click on a specific link to the number of users who view it.
• Conversion: A completed activity that contributes to the success of your business (e.g., a purchase, a form submission, or a phone call).
• Digital Marketing: Marketing that uses electronic devices or the internet to deliver promotional messages.
• Google Ads: Google’s online advertising platform.
• Google Analytics: A web analytics service that tracks and reports website traffic.
• Keyword: A word or phrase that people type into search engines when looking for information.
• Keyword Planner: A tool within Google Ads that provides keyword ideas and data.
• Long-Tail Keyword: A very specific search term that typically has lower search volume but higher conversion rates.
• Meta Description: A brief summary of a web page’s content that appears in search engine results.
• On-Page SEO: Optimizing elements within a website to improve search engine rankings.
• Off-Page SEO: Actions taken outside of your own website to impact your rankings within search engine results pages (SERPs).
• Organic Search: Search engine results that are not paid advertisements.
• Page Load Time: The amount of time it takes for a web page to fully load.
• Quality Score: An estimate of the quality of your ads, keywords, and landing pages in Google Ads.
• Reach: The total number of people who see your content.
• Rich Snippet: Enhanced search engine results that display additional information, such as reviews or pricing.
• Search Engine Optimization (SEO): The process of improving your website’s visibility on search engines like Google.
• Search Engine Results Page (SERP): The page displayed by a search engine in response to a query by a searcher.
• Session: A group of user interactions with your website that take place within a given time frame.
• Title Tag: An HTML element that specifies the title of a web page.

Digital Marketing: Strategies, Tools, and Optimization

Okay, here’s a briefing document summarizing the main themes and ideas from the provided text excerpts.

Briefing Document: Digital Marketing Strategies & Tools

Overview:

The provided excerpts cover a wide range of digital marketing topics, from post-purchase customer engagement to SEO, paid advertising, and social media marketing. The emphasis is on using data-driven strategies and various digital tools to optimize marketing efforts and achieve business goals. The content focuses on practical advice, often referencing specific tools and platforms (e.g., Google Ads, Google Analytics, Moz, Facebook Ads Manager).

Key Themes and Ideas:

• Post-Purchase Customer Engagement:The importance of nurturing customers after a purchase to foster loyalty and encourage repeat business.
• “You could even throw in an extra five or ten percent on a future purchase as a thank you, and that’s easily done on social media.”
• Tactics include:
• Thank you emails and text messages.
• Surveys to gather feedback.
• Rewarding loyalty with discounts and referral opportunities.
• Providing advice on how to maximize the value of the purchased product. “Hey, you just purchased this product, thank you very much. Did you know you could do this, this, and this with it?”
• Cross-selling related products.
• Defining Digital Marketing:Digital marketing encompasses any marketing activity conducted using electronic devices and/or the internet.
• “Really what it refers to is just marketing that a company does, a person does, an individual, a group, an organization, and they do it in the form of an electronic device or with the aid of the internet.”
• Includes mobile marketing, search engine marketing (SEM), social media marketing, and email marketing.
• Benefits of Digital Marketing:Data & Optimization: Digital marketing provides readily available data for campaign performance analysis, enabling optimization. “Anytime you send out an email or post something on Facebook, you’re going to get data back…you can make changes to improve performance. That’s called optimization.”
• Personalization: Tailoring messaging to specific target audiences based on their online behavior.
• Global Reach: The ability to reach a global audience easily and cost-effectively. “If I want to target people in India or Nepal or Pakistan, I can certainly do that, and I can do that with the snap of a campaign.”
• Cost-Effectiveness: Digital marketing is presented as a more affordable alternative to traditional marketing channels.
• Search Engine Optimization (SEO): Keyword Research:The crucial role of keyword research in SEO for both on-page and off-page optimization.
• Using tools like Google Keyword Planner and Moz Keyword Explorer to identify relevant keywords with high search volume and low competition.
• “We want to be able to use Moz. We want to be able to use Google’s Keyword Planner not only to search for all those relevant keywords available to you, but we want to be able to choose keywords with high volume and low difficulty, low competition.”
• Importance of considering keyword relevancy, volume, competition, commercial intent, and LSI (Latent Semantic Indexing) keywords.
• SEO: On-Page Optimization:Optimizing key on-page elements like title tags, meta descriptions, URLs, and header tags (H1, H2, etc.).
• Title Tags: Keep titles concise (under 65 characters), include the target keyword, and use modifiers. Example: “10 Best Cooking Dried Fake Recipes by Emily”
• Meta Descriptions: Provide unique and compelling descriptions for each webpage (under 160 characters), use modifiers, and include calls to action. “Describe the page, but also to get the end user to click on your link.”
• URLs: Create SEO-friendly URLs that are readable, include the target keyword, and are short. Use hyphens instead of underscores. “If you can read the url, then the search engines can read the url”.
• Rich Snippets: Implement rich snippets to enhance website visibility in search engine results pages (SERPs).
• SEO: Off-Page Optimization & Measuring Success:Off-page SEO focuses on building backlinks from reputable websites to improve domain authority.
• Monitoring keyword rankings using tools like Moz and Google Search Console to track progress. “For whatever keyword I choose to optimize for, I want to make sure I put those keywords in Moz because when I put them in Moz, Moz is going to on a weekly basis tell me where these keywords rank and for what URL they’re ranked for.”
• Analyzing engagement metrics (bounce rate, average session duration, pages per visit) in Google Analytics to assess content quality and user experience.
• Local SEO:Leveraging Google My Business to improve local visibility in search results and on Google Maps.
• Tracking key metrics in Google My Business, such as search queries, website visits, direction requests, and phone calls.
• Paid Advertising (Google Ads & Facebook Ads):Using platforms like Google Ads and Facebook Ads Manager to create and manage paid advertising campaigns.
• Analyzing campaign data (clicks, impressions, click-through rates, conversions) to optimize ad performance and ROI.
• Leveraging features like keyword targeting, device targeting, location targeting, and audience targeting to reach specific demographics and interests.
• “Social allows us to monitor conversions and gain insights in this example about Facebook users. How are our users interacting with our ads?”
• A/B testing: The importance of A/B testing for ad copy, call to actions, creatives, and landing pages to find high performing variants
• Using Google Ads Editor for efficient bulk changes to campaigns.
• Google AnalyticsAudience Analysis: Demographics, interests, behavior
• Acquisition Analysis: Channels, source, medium
• Behavior Analysis: Site content, landing pages, site speed, events
• Conversion Analysis: Goal Completions broken down by goal type
• Competitor Analysis:Employing tools and manual methods (e.g., Google search operators) to analyze competitor strategies and identify opportunities.
• Tools like SpyFu, Moz, and Google’s benchmarking reports in Google Analytics can provide valuable insights into competitor keywords, ad copy, and organic rankings.

Tools Mentioned:

• Google Ads & Google Ads Editor
• Google Keyword Planner
• Google Analytics
• Google Search Console
• Google Tag Manager
• Moz Keyword Explorer
• Ahrefs
• Pingdom
• SpyFu
• Facebook Ads Manager
• Commission Junction (CJ)
• Later.com
• Tweetdeck
• VidIQ
• SEO Site Checkup / Site Analyzer
• SolarWinds Pingdom
• KeywordIt
• Semrush
• WordStream

Quotes highlighting key actions:

• “We want to be able to make sure that we’re ranking for our coveted keywords, and if we are, we want to be able to measure how many times our listing was seen and how many times it was clicked.”
• “If a page isn’t loading very fast, then chances of it getting ranked in Google are not very good, so Google’s organic search basically takes page load time seriously.”
• “You always want to support your content with as much LSI keywords as possible so you can be found for as many different keywords as possible in Google Search.”
• “You can always use Google My Business to hone in on your specific audience.”
• “You want to be able to measure any dimension whether that be channel, source, medium, keyword, campaign, mobile device, could be demographic, gender or age, you want to be able to measure any dimension against the goals you have set up.”

Conclusion:

The excerpts emphasize the importance of a holistic and data-driven approach to digital marketing. By understanding the various channels, leveraging available tools, and continuously optimizing campaigns based on performance data, businesses can effectively reach their target audiences, improve their online visibility, and achieve their marketing goals.

Digital Marketing, SEO, and Social Media Strategies

Digital Marketing and Post-Purchase Engagement

• What is digital marketing, and how does it differ from traditional marketing?
• Digital marketing encompasses any marketing activity conducted through electronic devices or the internet. This includes channels like mobile devices, search engines, social media, and email. Unlike traditional marketing methods such as billboards, newspapers, and television ads, digital marketing allows for precise tracking of metrics, enabling data-driven optimization. It also offers a cost-effective way to reach a global audience with personalized messaging.
• What are some effective strategies for post-purchase engagement?
• Post-purchase engagement aims to maximize the value of a customer’s purchase and foster loyalty. Strategies include sending follow-up emails with customer care content, texting thank-you messages with survey links, rewarding customer feedback with discounts (e.g., 10% off), and offering referral opportunities. Additionally, social media and content marketing can provide customers with advice on maximizing the value of their purchase. Cross-selling related products (e.g., recommending shorts or a water bottle with a discount after purchasing running shoes) can further enhance engagement.

Search Engine Optimization (SEO)

• How can Google’s Keyword Planner assist with SEO?
• Google’s Keyword Planner, accessible through a Google Ads account, is invaluable for identifying keywords for SEO. It allows users to discover new keywords, providing data on average monthly search volumes, competition levels, and potential cost-per-click (CPC) if bidding on those keywords in paid search campaigns. This information helps identify relevant keywords with high volume and low competition. By analyzing the data, one can determine which keywords to optimize for to improve organic search rankings.
• What are some alternative tools to Google’s Keyword Planner for keyword research?
• If access to Google Ads and Keyword Planner is limited, tools like Moz’s Keyword Explorer provide similar functionality. Moz offers insights into monthly search volume ranges, keyword difficulty scores, and estimated click-through rates. It also provides keyword suggestions and competitor analysis. Ahrefs is a free tool for checking a domain’s backlinks, offering a glimpse into off-page SEO performance.
• How can Google Analytics be used to improve SEO and website performance?
• Google Analytics provides valuable data about website traffic and user behavior. By tracking metrics like page load time, bounce rate, average session duration, and pages per session, one can identify areas for optimization. The “Site Speed” report in Google Analytics offers suggestions for improving page load time, a crucial factor for SEO. Furthermore, setting up event tracking can help measure user engagement with specific elements on a website, providing insights for conversion rate optimization.
• What is the significance of “all in title” syntax when researching keywords in Google Search?
• Using the “all in title:keyword” syntax in Google Search provides a more accurate assessment of keyword competition. This syntax displays only the websites that have the specified keyword in their title tag, offering a clearer picture of the number of sites actively optimizing for that particular keyword. This helps estimate the number of sites one needs to “jump over” to rank on the first page.
• How does local SEO differ, and what tool is crucial for managing it?
• Local SEO focuses on optimizing a business’s online presence for local search results. Google My Business is the cornerstone of local SEO. It allows businesses to manage their online information, track queries, and see user actions like website visits, direction requests, and phone calls. Google My Business Insights provides crucial data on how a business is performing locally and whether it’s reaching its target audience.

Social Media and Paid Advertising

• How can social media platforms like Facebook be leveraged for targeted advertising and measurement?
• Social media platforms like Facebook provide powerful targeting options and robust reporting tools. Through Facebook Ads Manager, advertisers can define target audiences based on demographics, interests, behaviors, and connections. The platform allows for A/B testing of ad creatives, enabling optimization based on performance metrics like clicks, reach, impressions, and cost per click. Reporting features within Ads Manager provide insights into ad performance by age, gender, placement, and device, facilitating data-driven campaign adjustments.

Keyword Research: SEO Fundamentals

Keyword research is a fundamental Search Engine Optimization (SEO) practice that involves identifying keywords to optimize for in search engines. The goal of keyword research is to ensure that your website appears in search results when users type in queries relevant to your content.

Here’s a breakdown of keyword research, according to the sources:

• Why Conduct Keyword Research Choosing the right keywords is essential for driving traffic to blog posts and aligning content with search queries. Poorly chosen keywords can lead to:
• Low search volume, resulting in less traffic.
• High competition, making it difficult to rank.
• Misalignment with content, causing visitors to leave the page.
• Improper use in content, hindering organic search visibility.
• Types of Keywords There are primarily two types of keywords to consider:
• Short Tail Keywords: These are generic, usually less than three words, and have high search volume and competition. They may not always be relevant, potentially leading to lower conversion rates. An example of a short tail keyword is “Italian restaurants”.
• Long Tail Keywords: These are more specific, consisting of more than three words, and have lower competition and search volume. Long tail keywords are more relevant and tend to have higher conversion rates. An example of a long tail keyword is “Italian restaurants orlando florida”.
• How to Conduct Keyword Research The process involves several steps:
• Brainstorming: Start by generating a list of potential keywords related to your business or topic.
• Using Keyword Research Tools: Utilize tools like Google Keyword Planner and Moz Keyword Explorer to gather data on search volume and competition.
• Analyzing Search Volume: Identify keywords with a high average monthly search volume, indicating the potential traffic. Also, consider seasonality trends.
• Analyzing Competition: Assess the competition for each keyword to determine the difficulty of ranking. Use the “all in title” syntax in Google Search to find the number of web pages with the keyword in their title tag.
• Relevancy: Choose keywords that are highly relevant to your content and business.
• Commercial Intent: Consider keywords that indicate a user’s intent to make a purchase or take a specific action.
• Create a Spreadsheet: Organize your findings in a spreadsheet, including keywords, volume, competition, and the ratio between volume and competition (KEI).
• Prioritize Keywords: Focus on keywords with high volume and low competition, but always prioritize relevancy.
• Alternative Keyword Research Methods In addition to traditional keyword research tools, consider these alternative approaches:
• LSI Keywords: Use latent semantic indexing (LSI) keywords, which are related to your primary keyword. Find LSI keywords in Google Search suggestions, related searches, and tools like LSI Graph.
• Quora: Explore Quora to identify questions and topics related to your keywords.
• Wikipedia: Use Wikipedia to find relevant keywords in the meta description, first paragraph, content section, “see also” section, and references.
• Reddit: Utilize Reddit to discover trending topics and keywords within specific subreddits. Use tools like Keyworddit to extract keywords and search volumes from Reddit.
• Primary and Secondary Keywords Each web page should have a primary keyword and one or more secondary keywords.
• Primary Keyword: Defines the main topic of your content.
• Secondary Keywords: Are relevant to the primary keyword and provide additional opportunities to rank.
• Keyword Clustering Group keywords into themes or clusters to target multiple related terms with a single piece of content.

By following these steps and utilizing the appropriate tools, you can conduct effective keyword research to improve your website’s visibility and attract relevant traffic.

On-Page SEO: Techniques for Higher Search Engine Rankings

On-page SEO involves optimizing various elements within a website to improve its ranking in search engine results. It focuses on making web pages more relevant for specific search queries. Both On-page and Off-page SEO are needed for a page to rank well.

Here’s a breakdown of key aspects of on-page SEO, according to the sources:

• Keyword Research:
• Before implementing any on-page SEO techniques, it is essential to conduct keyword research to identify the terms you want your website to rank for. This involves understanding search volume, competition, and relevancy.
• Keyword research is the most important thing you can do for SEO.
• Title Tag Optimization:
• The title tag is the title of a web page that appears in search engine results and is a critical element for on-page SEO.
• It should include the target keyword to improve relevancy.
• Optimal format: [Keyword] | [Brand Name].
• Keep it under 60-65 characters to prevent truncation in search results.
• Meta Description Optimization:
• The meta description is a brief summary of the web page content that appears under the title tag in search results.
• It should accurately describe the page and include relevant keywords.
• The optimal length is up to 155-160 characters.
• URL Structure:
• A clean URL structure helps both users and search engines understand the page’s content.
• Include the target keyword in the URL when possible.
• Avoid poor URL structures that are not easily understandable.
• Header Tags:
• Header tags (H1-H6) add structure and organization to the content.
• Use header tags to create a hierarchy of information, with H1 being the most important.
• Include target keywords in header tags to emphasize their importance to search engines.
• Internal Linking:
• Internal links connect one page on your website to another, improving navigation and helping search engines crawl and index your site.
• Internal linking also helps users navigate the site naturally.
• Links should be relevant to the content and provide additional value to the user.
• Natural Language Processing:
• Use natural language and related keywords to create content that is relevant and engaging.
• Focus on keywords that are natural to the content.
• Sitemap:
• A sitemap lists all the pages on your website, helping users and search engines understand the site structure.
• There are two types of sitemaps: HTML (for users) and XML (for search engines).
• Submit the XML sitemap to Google Search Console to expedite indexing.
• Image Optimization:
• Use descriptive alt tags for images to help search engines understand the image content.
• Optimize images by reducing file size to improve page load time.
• Page Speed Optimization:
• Page load time is a critical ranking factor.
• Use tools like Google Analytics and PageSpeed Insights to measure and improve page speed.
• Optimize images, leverage browser caching, and minimize HTTP requests to improve load time.
• High-Quality Content:
• Create content that is well-written, engaging, and valuable to the user.
• Content should be original, natural, and well-structured.
• Use visuals, subheadings, and bullet points to make the content more readable.
• Featured Snippets:
• Optimize content to appear in featured snippets by providing clear, concise answers to common questions.
• Structure your content to directly answer questions, using formats like paragraphs, lists, or tables.
• Website Architecture:
• A well-structured website architecture helps search engines understand how your website is built.
• Ensure internal links are spread equally throughout the website.
• Mobile-Friendliness:
• Ensure your website is mobile-friendly and has a responsive design.
• Mobile-friendliness is crucial, as many users start their search process on mobile devices.

By implementing these on-page SEO techniques, you can improve your website’s visibility, attract more organic traffic, and achieve higher rankings in search engine results.

Off-Page SEO: Strategies for Building Authority and Rankings

Off-page SEO involves techniques used to promote a website beyond its own pages, with the goal of improving search engine rankings. It focuses on building the website’s recognition, credibility, trustworthiness, and relevance from the perspective of other websites. Off-page SEO is synonymous with link building, and both on-page and off-page SEO are needed for a page to rank well.

Here’s a breakdown of off-page SEO elements, according to the sources:

• Link Building:
• Off-page SEO is primarily about acquiring backlinks from other websites.
• The goal is to establish external links from high-quality, relevant sites to your own.
• Google recognizes backlinks as one of the top ranking factors.
• Benefits of Off-Page SEO:
• Improved Credibility, Trustworthiness, and Relevance: Off-page SEO helps Google recognize that your web page is trustworthy, recognized by other websites, and relevant for particular keywords.
• Increased Traffic: Links from credible websites can drive referral traffic to your site.
• High Domain Authority: Securing links from other web pages pointing back to your site improves your domain authority, which in turn makes other websites want to link to you.
• Brand Awareness: A good link-building strategy increases brand awareness, which enhances trustworthiness.
• Types of Links:
• Follow Links: These links allow search engine crawlers to follow them and pass on “link juice,” giving your domain reputation.
• Nofollow Links: Search engines do not follow these links, so they don’t pass on link juice. While Google may still recognize the association between websites, aim for follow links to gain credit for the backlink.
• Strategies for Link Building:
• Content Quality: High-quality, original content is essential for attracting links naturally.
• Social Media: Social media can broaden the distribution of your content. Social media can also be a source for link building.
• Guest Blogging: Writing guest posts for other blogs in your industry can earn you valuable backlinks.
• Directories: Listing your website in reputable and trustworthy directories.
• Testimonials: Asking clients or partners for testimonials that include a link back to your site.
• Measuring Off-Page SEO:
• Domain Authority (DA): Use tools like Moz Link Explorer to measure your website’s domain authority, which is a score (out of 100) that indicates how authoritative your domain is.
• Linking Domains: The number of unique domains linking to your website.
• Backlinks: The total number of links pointing to your website from other sites.
• Spam Score: Moz also provides a spam score to measure how “spammy” a website is, helping you identify potentially harmful links.
• Google Search Console: Use Google Search Console to see which sites are linking to your website.
• Page Authority: Page authority is a score between one and one hundred. If external links pointing to an internal page have high domain authority that is likely to increase the page authority of that page.
• Do’s and Don’ts of Off-Page SEO:
• Do get backlinks from relevant, high-quality sites.
• Don’t get backlinks from irrelevant or low-quality sites.
• Quality over Quantity:
• Focus on acquiring links from high-authority websites rather than accumulating a large number of low-quality links.
• A single link from a reputable domain is more valuable than multiple links from low-quality sites.
• Internal vs. External Links:
• For on-page SEO, internal linking is used to connect pages within your website.
• For off-page SEO, external linking is used to get links from other websites to your own.
• Link Placement:
• Encourage backlinks to point to internal pages (such as blog posts or product pages) rather than just the home page.
• Links to interior pages help boost the page authority for those specific pages, improving their ranking potential.
• Follow vs. Nofollow Links:
• Ensure that the backlinks you acquire are “follow” links, as “nofollow” links do not pass link juice.
• Check the HTML code of a link to confirm whether it has a “nofollow” tag.
• Monitor Backlinks:
• Regularly monitor your backlink profile to identify and disavow any links from low-quality or spammy websites.
• Use tools like Moz Link Explorer and Google Search Console to track your backlinks.

By implementing a comprehensive off-page SEO strategy, you can improve your website’s authority, attract more referral traffic, and achieve higher rankings in search engine results.

Mobile Traffic: Measurement, Optimization, and SEO Impact

Mobile traffic is an important aspect of digital marketing and SEO because a large portion of online activity now takes place on mobile devices. Here’s a detailed discussion of mobile traffic, according to the sources:

• Importance of Mobile Traffic:
• A majority of searches now originate from mobile devices.
• Mobile traffic is a significant driver of website visits.
• Most people start their online journey on mobile.
• Measuring Mobile Traffic:
• Google Analytics can be used to measure the amount of traffic coming from desktop, tablet, and mobile devices. In Google Analytics, under Audience, then Mobile, then Overview, a breakdown of traffic by device can be viewed.
• It is important to monitor mobile traffic to understand user behavior and optimize the mobile experience.
• Mobile vs. Desktop:
• Mobile users often have a different mindset compared to desktop users, as they are actively looking for something and may follow up in person or call.
• The user experience on mobile devices is different due to responsive design.
• Mobile Optimization:
• Mobile ranking relies on having a responsive website design that adapts to the mobile device.
• Page speed is crucial for mobile, as users expect fast loading times.
• Ensure that the website is mobile-friendly, with easy-to-read text and appropriately sized viewports.
• Mobile Usability Report:
• Google Search Console has a Mobile Usability Report that identifies mobile usability issues on a website.
• This report highlights pages that do not follow Google’s best practices, such as having text that is too small or clickable elements that are too close together.
• Addressing the issues flagged in the Mobile Usability Report and getting Google to validate the fixes can help ensure that pages are indexed properly.
• Pages with mobile usability errors may not get indexed by Google.
• Impact on SEO:
• Google considers mobile-friendliness as a ranking factor.
• Improving mobile page load time can positively impact organic rankings.
• Mobile usability and site architecture influence how well a site ranks in mobile search results.

By monitoring, measuring, and optimizing for mobile traffic, one can create a better user experience, improve search engine rankings, and drive more conversions.

Website Speed: Optimization for User Experience and SEO

Website speed, also known as page speed or page load time, is a critical factor for SEO and user experience. It refers to the amount of time it takes for a web page to load completely. Google considers page speed as one of the most important ranking factors because it wants to rank pages that are relevant and provide a good user experience.

Here’s a breakdown of key aspects related to website speed, according to the sources:

• Importance of Page Speed
• User Experience: Slow loading times can lead to a poor user experience, causing users to leave the site.
• SEO Ranking: Google considers page speed as a ranking factor. Faster pages tend to rank higher in search results.
• Engagement and Conversions: Faster page load times can increase user engagement, reduce bounce rates, and improve conversions.
• Mobile Experience: Mobile users expect fast loading times, making page speed even more critical for mobile optimization.
• Measuring Page Speed
• Google Analytics: Google Analytics can be used to track the average page load time for your website.
• Page Speed Insights: Google’s Page Speed Insights tool analyzes the content of a web page and provides suggestions to make the page load faster. This tool provides speed suggestions for both desktop and mobile versions of a site.
• Google Search Console: The speed report helps you understand the page loading time of your website.
• Factors Affecting Page Speed
• Image Optimization: Large, unoptimized images can significantly slow down page load times.
• Website Design: A complex website design with unnecessary elements can increase load times.
• Hosting: The server your website is hosted on can impact page speed.
• Code Optimization: Unnecessary or poorly optimized code (CSS, JavaScript) can slow down page load times.
• Browser and Device: Page load times can vary based on the browser and device used to access the site.
• Server Response Time: Slow server response times can contribute to longer page load times.
• Code: Too much code can slow down your site.
• Redirects: Multiple page redirects can increase load times.
• Ways to Improve Page Speed
• Optimize Images: Reduce image file sizes without sacrificing quality.
• Simplify Website Design: Use a clean and simple website design.
• Leverage Browser Caching: Utilize browser caching to store frequently accessed resources.
• Minify Code: Remove unnecessary characters from HTML, CSS, and JavaScript files.
• Optimize Code: Minify files.
• Minimize Redirects: Reduce the number of redirects on your website.
• Upgrade Hosting: Consider upgrading to a faster hosting plan with better server response times.
• Content Delivery Network (CDN): Using a CDN can distribute your website’s content across multiple servers, reducing load times for users in different geographic locations.
• Walmart Case Study: Walmart experienced a 2% increase in conversions for every one-second improvement in page speed, demonstrating the direct correlation between page speed and revenue.

By focusing on optimizing website speed, you can improve user experience, increase engagement, and achieve higher rankings in search engine results. Regularly monitor your website’s speed and address any issues to ensure optimal performance.

The Original Text

[Music] hi guys welcome to part one of the digital marketing full course video by simply learn in this video we’ll be covering everything you need to know about digital marketing we’ll do this with the help of our instructor rob sanders so let’s start with an introduction to digital marketing a digital marketing course video and some of the best digital marketing tools we’ll also have a look at what is seo an seo tutorial 7 tips and tricks for seo how to perform keyword research how to rank number one on google and google tag manager greetings everyone this is rob sanders and today we’re going to talk about what is digital marketing so thanks for joining us here at simply learn and let’s get started let’s start talking about why digital marketing is important so let’s start there on the why so we’re just a fly on the wall and we’re in an office environment we’re looking at two friends having a conversation about digital marketing so really if we’re listening in everybody every marketer is using digital marketing for his or her business now digital marketing has become more popular than traditional marketing that’s not a surprise so in response hey over the past few decades digital marketing has evolved at a rapid pace these days a lot of people spend most their time on the internet so what happens in the internet every 60 seconds well a lot happens every 60 seconds so according to social media today i mean there’s a lot of snaps there’s a lot of clicks there’s a lot of text there’s a lot of videos watched there’s a lot of pictures being taken there’s a lot of voice activated activity going on a lot of tweets emails swipes there’s a lot going on here in 60 seconds so there’s a lot of activity on the internet a lot and so the one gentleman says hey can you also mention a few differences between digital and traditional marketing systems and then the expert responds of course i can certainly clarify a few differences between digital and traditional and so he goes on to say what the differences are between traditional and digital and let’s look at that okay so on traditional marketing we’re talking about print radio billboard newspaper tv anything that’s not on your mobile or laptop so we know what traditional marketing reach is limited with digital marketing reaches maximum and what we mean by that is hey when you print something you’re printing it for x amount of people you’re trying to promote an event and you basically create a thousand flyers okay you figure that’s going to a thousand people maybe they’ll share it so you’re looking about 2 000 people maybe just to be generous well digital marketing we’re promoting an event we can promote it to a whole lot of people depending on the platform so 2000 is nothing when you’re targeting an audience on facebook or google search traditional marketing non-versatile and with digital marketing very versatile so again going back to our flyer printing an eight and a half by eleven okay that’s it you know with with digital marketing you’re running display banners you have 468 by 60 200 by 200 250 by 250 300 by 300 i mean the list goes on on the types of different display sizes not to mention text ads not to mention video or multimedia uh so there’s a lot you can do to get your message out there okay with traditional it’s always delayed communication okay so meaning if you’re trying to get that tv spot there might not be a spot open until one in the morning okay well with digital marketing there is no hours okay you can certainly get your point out there and have people see it instantaneously so with traditional marketing there’s a lack of real-time results i mean this seems like uh it’s obvious but you know digital marketing that’s one of the biggest benefits instant real-time results instant okay nowadays go to analytics you can look at real-time reporting okay so we could see real-time results okay traditional marketing can be very costly i mean if you’re not only doing postcards and printing postcards but you have to mail those postcards so there’s postage fees where with digital marketing it’s very very very cost efficient i mean meaning you could pick and choose who you want to target when you want to target where you want to target what you want to target and if you’re doing search you can put your bidding in place you can put your hours in place you can really control how much you actually spend so that to me is one of the biggest advantages to digital marketing not only do you get real-time results but you can control costs and then obviously optimize based on the amount of cost you’re spending based on those real-time results with traditional marketing it’s difficult to reach a target audience you know with digital marketing it’s easy to reach a target audience i mean you know i don’t wanna bash traditional marketing too much i mean if you’re gonna put a tv ad in place you know you’re gonna do it on a tv show that tends to gear more towards your target audience but that doesn’t guarantee anything here we can simply go to facebook or twitter or linkedin and just pick and choose specifically who we want to target when we want to target them so it just becomes a lot easier to reach a targeted audience on a digital marketing platform and then with traditional marketing poor campaign measurement with digital you have easy to measure and optimize campaigns and what we really mean by that is because you get instant time results because you can control cost because you can reach your target audience more easily all those a result of okay you can measure and optimize based on what our audience is seeing and how much they’re spending to see it we can quickly make adjustments in order to optimize the campaign for better performance so that’s generally that means that’s a culmination of pretty much everything that we’ve listed as a benefit for digital marketing okay so now why digital marketing has been answered with all the benefits that it carries let’s talk about the what is digital marketing so you know that you know you want to do digital marketing so how do we go about that what what is it exactly well let’s just define it digital marketing is just the act of promoting a company’s product or an individual’s product or service with the help of a device or technology and so obviously when we talk about device we’re talking about maybe a laptop we’re talking about a mobile device and we talk about technology it could be an app it could be you know a cloud-based platform okay it could be a piece of software okay so a lot going on on the digital side in terms of variations and what you can do but that’s in a nutshell what digital marketing is you’re really just using technology to promote your product or service so we know because of the benefits in digital marketing you can promote your campaign on different platforms okay so all those benefits we mentioned about instant real-time results cost efficiency optimizing campaigns you could do that on search you could do it on social via email on mobile apps etc so that’s what we mean by with the help of digital devices and technology well these digital devices and technology come in the form of search engines and emails and mobile apps etc so when we want to go and promote our product or service using a campaign we have different options so there are different types of digital marketing channels that we can choose from and let’s just go through that list of digital marketing channels and the first one is what i consider the king of them all and that’s seo so seo stands for search engine optimization there’s search engine marketing there’s email marketing affiliate marketing social content mobile and then we can get into subsets of each of these digital marketing channels but really we’ll start with seo because that’s the king and to me that’s basically increasing the quality and quantity of relevant organic traffic on the search engines including google so depending on where you’re located in the us market google tends more has a large market share so you want your pages on your website to be found and clicked on organically and so that means that somebody types in a keyword you want that relevant page to show up first on google so somebody can click on that link okay and we know that millions of people specifically in the us but worldwide you search on a daily basis so if you’re ranking for those relevant keywords you can imagine how much traffic you can get okay so that’s seo okay and here’s an example so you type in online shopping well you can see the first listing here is a paid search ad and we’re gonna get to that in a minute the second organically is amazon okay so online shopping you think maybe walmart you think maybe alibaba or you’re thinking probably amazon okay so no surprise amazon’s ranking for the keyword online shopping and so if somebody clicked on their listing that’s traffic for amazon let’s move on to search engine marketing you know known as sem or pay per click or cost per click or ppc or cpc or sponsored search or google ads i mean there’s a lot of different names synonymous with sem so search engine marketing is really just using paid ads on search engines just as we saw the previous example if you want to be found for keyword you don’t have to worry about organic if you’re willing to pay for it you just bid on that keyword and voila you have the opportunity to appear number one in the search results at the top of the page for that keyword now when somebody clicks on it you have to pay google if it’s google you’re advertising on but that’s the beauty of search engine marketing you can bid on keywords and appear at the top of the search results for that keyword example here if we go back to online shopping well myus.com is bidding on that keyword online shopping so they’re actually appearing above amazon’s organic listing but that’s what they want to do they want to be found for that keyword so if they’re not ranking for it organically well they’re bidding on it and if somebody happened to click on that listing then myus.com is going to pay google something depending on what the cost per click is and so that could be anywhere from one penny to a hundred dollars it depends depends on the keyword depends on who else is bidding on the keyword depends on the location depends on the time of day depends on quality score there’s a lot of factors involved and regarding what you pay however the benefit of sem is visibility and getting traffic to your website for keywords you’re not found for so that’s why sem’s such a popular choice for a lot of companies okay let’s talk about digital marketing that’s a traditional type of digital marketing channel it’s been around a long time you know we all send emails on a daily basis and we probably all receive emails on a daily basis this is an effective way to capture leads and convert them to customers because with email you can personalize your emails and you can send your emails to a segmented audience okay so if you have emails from females who are 35 years of age to 44 that live in say the southern part of the united states you can segment that and send them an email and cater that email directly to that audience and of course you can put some nice call to action in there you could design it really snazzy and you could track it just like you can any other digital marketing channel so email is a very effective way to really reach a target audience because everybody for the most part has a functioning email account so basically here’s an example of an email that could go out if you’re selling a product and the products promotion is about to end well you know get that email out to your target audience let them know hey you have until tonight to purchase the product and if you purchase it you’re gonna get 30 off and you can put the coupon code right in there with a nice call to action and you can measure how many people click on that email go to that web page and purchase the product using that coupon code so that’s an example of email marketing okay we have affiliate marketing so affiliate marketing is an effective way for digital marketers to basically create a sales force of people so basically what you’re doing is you’re getting merchants to promote your products and services and you’re using usually a third-party broker like commission junction or cg.com as an example to introduce you the the person selling the product the merchant with the affiliate so that affiliate could likely be a merchant him or himself and they can basically be a good partner of yours by publishing your product or service on their website so that they can sell in order to get commissions so it’s all based on a commission so you basically are going to use a third-party affiliate like cj get all these affiliates to work for you they’re going to promote your product or service if they do sell your product or service you’re going to pay them a commission that’s more or less how it works with affiliate marketing and you know with affiliate marketing to me it’s a good way to you know really promote your product or service and you can pick and choose the affiliates or the publishers of whom you want to work with so here’s an example of affiliate marketing at work okay you basically see a banner basically you can see earn up to 12 advertising fees with a trusted e-commerce leader okay so if somebody clicked on that purchase for example or joined you could pay off that commission okay let’s turn our attention to social media marketing so social media marketing you know i would say it’s fairly new i mean if i think about it we’re in 2019 and i remember talking about facebook back in 2006. so you’re talking about 13 14 15 years of social media it’s definitely evolved over the years and but the concept remains the same it involves creating different types of content depending on the platform okay so you could be on pinterest or instagram and be dealing with photos or you could be on twitter tweeting out certain characters up to a limit okay so it really depends on the social media platform uh that really drives the type of content you’re gonna promote but we know social media can be effective because people use social media i mean facebook is one of the more popular platforms and if you want to get your product or service out there you could certainly pay to have an ad on facebook or you could just post your content organically okay that’s the beauty of social most of your social platforms like linkedin and twitter and facebook and pinterest and instagram they’ll have a paid form of advertising that you can use to promote your product or service or you can go the organic route and you know post content organically in hopes of driving traffic back to your website so with social you do have two options here but social is interesting because a lot of different social media platforms out there really depends on your product or service okay so an example of social media marketing especially on facebook with facebook you got mobile and desktop and you obviously have the opportunity to post something organically and have that liked or commented on or shared or you could post an app and get that liked commented or shared or clicked and have people go back to your website and fulfill the goal of what you want them to do so moving on to content marketing so content marketing is really an effective way of really distributing valuable content online and when we talk about content marketing you know we’re talking about different types of assets so it could be simply text in the form of a blog post or it could be a video or it could be an infographic or it could be an image okay there are lots of ways to create content these days especially in digital marketing and the great thing about content marketing is you’re writing content for a targeted audience so if you’re trying a targeted audience on say instagram then you know who your audience is and you know what the type of content you’re gonna post on there so it could be in the form of a video or infographic or just a graphic and so that’s the beauty of content marketing really putting yourself out there and depending on the platform putting yourself out there with various types of content so for example we look at youtube you can see this video here about digital marketing certified associate well hey you don’t need to always write the content you can produce the content in the form of a video and post it on youtube this is a form of content marketing so that’s content marketing and then let’s talk about mobile marketing so content marketing again different types but if we go now to mobile marketing you can kind of segue from content to mobile because the only difference here is with mobile it’s strictly on mobile phone it’s not desktop so mobile marketing is really a strategy on its own that helps you the company promoting your product or service to reach your target audience through a mobile device and that includes tablets and how you could do that is via messaging you could do it via email or you could be do it via an app okay so you have different ways of getting your content out there to people okay so as an example you can use basically sms or instant messaging via mobile devices to promote your product or service here’s another example of a mobile marketing via app install and so you can even compound that by running a say google ad as an example and running your google ad on say just mobile you could do a bid adjustment just for mobile and the goal could be app installs okay so and you can even do a mobile or app extension so there’s lots of ways to really promote your app or your product or your service via mobile marketing okay let’s talk about the customer life cycle so we know why we want to do digital marketing we want to know we want we know what the digital marketing channels are because we just talked about them from seo to social to affiliate to mobile to content to sem okay you have a lot of different digital marketing channels at your disposal so now how do we go ahead and approach our customers so that’s what we’re going to talk about first so we’re going to talk about different stages of the customer life cycle okay and the first one is the awareness stage so we need to get our customers aware of what we’re selling or what we’re promoting okay so the awareness stage is really what product does your brand offer that’s a question we want to get out there and we want to answer okay what does a customer need your product or excuse me why does a customer need your product that’s a question we want to answer with digital marketing okay what solution does your product provide okay that’s an answer to a question we want to make sure people understand so these are questions that we want to be able to answer in the form of digital marketing whether that be mobile or content okay so getting our information out there that answers these essential questions and if we could do that then somebody’s going to become aware of our product or service okay so what product does our brand offer why does a customer need it and what solution does it provide okay those are some key questions that people tend to ask themselves when they look at a brand okay and when they look at a product hey do i really need this is it gonna help me in my life okay and who who is selling this i mean who is this brand i mean that’s those are just things that run through people’s mind intuitively that with the right messaging the right channel the right type of asset the right targeted audience you can quickly make somebody aware of your brand’s product or service in this stage it’s help potential customers discover your brand with the help of these different marketing channels so in the awareness stage you know content is key so it’s to me if we have a website we need a blog because if somebody does come to our blog from say organic search seo then we can write about that product or service via blog and talk to our customer talk directly to our targeted audience through that blog and if we’re not ranking organically we can use paid search to promote it because paid search on google for example basically we can be right at the top of the search results and so somebody can actually see when they do a search because we know millions of people you search on a daily basis you could do social media marketing okay so you can publish that product or service on facebook while you’re building your community and you can use affiliate marketing to help get the word out by using cg.com as an example build up a sales force of people these publishers that are going to put your product or service out there so to me in the awareness stage these are the digital marketing channels you can focus on now i will say one thing about display ads display is part of search engine marketing you could use display because you can reach a large number of people so even though it’s listed here low priority in the awareness stage display ads mean that if you’re on google’s display number you could pick and choose your sites your demographics keywords topics an audience you can focus on all those different demographics to really attract a large number of people so low priority but it’s probably also good to focus on in the awareness stage okay so content marketing you must create a high quality content that people are searching for without content it’s hard to get found and so to me this is you know where the blog comes in seo take that content get it optimized okay sem if we’re not ranking organically we can make sure we’re at the top of the paid search results or the the search results for a particular keyword we want to be found for and then social media marketing using different channels depending on the channel if we’re selling you know training like simply learn does you know linkedin is a good platform for us okay and then affiliate you know basically building up a nice network of publishers to get the word out so these are all good channels that we can focus in on so traffic sources may include paid unpaid social referral display email or direct so they they could come in the awareness stage from all different types of channels even though you’re focused on content i mean you could still get traffic from mobile or email so now that we got the word out via all these different marketing channels there’s that consideration stage so you know people are aware of us now they’re considering us and that’s kind of the next stage in the process okay so a few essential questions to address on the consideration stage hey what features make your product valuable to others and how will i increase customer engagement towards my product so those are answers to questions you want to ask okay what features make your product valuable you want to basically separate yourself from the competition basically that’s what you’re trying to answer okay so if you’re promoting your product or service on paid search and other people are bidding on the same keyword how are you going to stand out and then how will i increase customer engagement towards my product so for example if you’re on facebook okay and you’re trying to get people over to your site to purchase your product then how are you going to improve that engagement you got to create something really snazzy or really it’s going to be attention-grabbing or something that’s going to get them to become aware of it that’s going to separate your posts from all the other posts that are in somebody’s facebook newsfeed okay so you really have to work hard to really convince somebody to get their consideration towards your product or service so in this stage your customer considers your product so help them understand how your product is valuable okay to me email works really good here because if you have a targeted audience this gives you the opportunity to really answer those questions in that particular channel email you could support that with a promotion and display i think display is a good option here too because even though you know people are trying to become aware you know you can really hone in and really get them to take that next step okay with display you can even do remarketing so if somebody’s been to your site because they’re aware of your product they’re curious you can cookie them and remarket to them via display so display to me is a good a good channel to use here okay so you have email mobile display you know sem these are all you know good channels to use on the consideration stage especially on search because somebody’s looking for something and they’re aware of your brand then you have the good opportunity to get them to click on your ad especially if you’re offering a promotion and get them to convert the goal here is to increase our engagement so people are aware we’re moving them further along the funnel with email marketing we have the opportunity to promote the product by sending an email directly to our audience so with this stage plan your campaigns around welcoming emails newsletters we can talk about product descriptions add ratings and reviews in the email you know we really just want to encourage people to purchase the product that’s we’re trying to sway them over so email is a good source to allow us to do that so with mobile marketing we can promote the products by sending relevant messages to our target audience display again retargeting because we can retarget an audience that has been to our website already did some research about our brand our product or service and now we’re going to reach back out to them to sway them so remember we want to encourage customers to buy a product by creating detailed articles about the product that always helps and that’s content okay we want to opt for a customer testimonial okay that helps sway people and add some guest blogging okay we can have ambassadors blog on our behalf or we can go out and blog on somebody else’s site okay so blogging works both ways it’s ways of of showing yourself and telling people hey we know you’re looking for this product here’s why you want to choose us okay moving on from the consideration to the purchase stage so they’re aware of you they’re considering you and now we’re on to the purchase stage so the questions we want to really make sure we address here are how are my prices compared to my competitors and is my brand more credible than others okay so they’re considering you but that price point and it may not even be the price it could be the shipping for example the price could be good but the shipping cost could be high so you really want to do some due diligence and research on what your competitors are doing credibility that goes back to the consideration stage and testimonials you want to make sure you have reviews and testimonials to really elevate what you’re trying to tell customers and that that is hey i have a good brand i have a good product i have a good service come buy my stuff come buy my product and service but you really need to support that claim you just can’t go out and say it and so supporting that comes in the form of what other people say and that could be reviews that could be comments on a social media platform it could be you know stars on say yelp or google my business you know make sure you do your due diligence and make sure you get people to you know review you or provide testimonials because people are going to do their due diligence before they purchase especially if it’s on google my business or yelp or trip advisor or whatever it is you’re trying to sell they’re going to be able to see those reviews and so do your due diligence to get the reviews and if it is a negative review hey that’s okay you can’t please everyone you’re gonna get them that’s the world we live in just make sure you show your upper hand and respond even to the negative as well as the positive reviews that you get that actually bodes well to some people because hey it shows that i made a mistake and you’re willing to correct it and so people actually see that that could be the tipping point to getting them to purchase hey look hey this brand really cares because they’re really responding to people they’re not ignoring negativity okay just those small things that can get people to change their mind now with the purchase stage according to e-consultancy 83 of the online audience require encouragement to complete a purchase encouragement what does that mean well it could mean providing a promo giving them that extra incentive you know if you don’t offer promo consider it especially on the email and the example we looked at earlier sending in an email means that if the promo is going to end at midnight send that email out and tell people they have until midnight and if they purchase today you’ll even increase it to 20 percent and email’s a good channel for that mobile can reach a lot of people through sms okay social media reaching people instantaneously and then you know really with the purchase stage it gives pro prospects an offer to help them make that purchase so you have plenty of channels to choose from in fact most of these channels the only one really that doesn’t fit the instantaneous mode is seo but you can really focus on affiliate even though that’s a low priority here you can really you know coordinate with your publishers who especially those publishers that have proven their worth and have sold your products in the past you get them to help promote it and incentivize their audience so let’s move on from the purchase to the purse post purchase stage so this is after somebody purchases okay so some essential questions we want to be able to address here so what additional product could my customer buy now that they’re my customer what else could i sell them what you know without being too pushy could if they buy a coat well a hat work or a pair of gloves or you know blouse you know you want to be able to not push a product on your customer but think about how you can complement that purchases that purchasers or customers product and then how to improve the customer buying experience so again this goes back to you know what we just said about reviews get somebody to offer a review and if they don’t give you a full compliment of five stars they only give you three and a half stars then you know what that’s great feedback because then you can learn from that and then the other question is will the customer refers to others and if so why so that’s definitely something you want to be able to address in the post purchase stage so let’s take a look here so with post purchasing stage you know it’s me emails at the top of this list because if somebody purchases something you can send a nice thank you email because if they purchase they’re giving you their email in return because you’re likely going to be sending them the receipt via email so email to me is a nice channel you send in a nice message even you know social media you know you can thank your community for supporting you on this recent campaign that you ran you know even throw in an extra five or ten percent on a future purchase is a thank you and that’s easily done on social media you know you could even post a blog you know promoting you know the success of a product and then offering a promotion okay so there’s a lot of things you could be doing here on the post purchasing stage so to me even looking at content again you could even you know put a survey together you could even put a survey together for your affiliates okay you could even post a poll on facebook so it’s just working in with these different channels to get some feedback about your product and service so with email mobile you can engage customers with follow-up emails or customer care content you know with mobile if you have somebody’s mobile number hey text them a simple thank you goes a long way you know you can say hey look if you’re satisfied let us know give us a call you can even in the ee mobile text message you can put a link to a survey send emails to active subscribers give rewards for customer feedback so if somebody does provide feedback give them an extra 10 off you know you want to be able to reward loyalty loyalty comes in the form of a partnership if you’re giving somebody discounts and you have a good product or service then they’re going to recognize that they’re going to say hey look i really like this product and they’re giving me 10 i’m going to go ahead and purchase from these guys again so give those discounts to those active customers or on the affiliate network give referral opportunities to your customers so if it’s an affiliate publisher hey if they’re getting people to your site you know reward them or if it’s an email and you put a four to a friend get an extra 10 off it doesn’t hurt because you’re incentivizing people to help you sell your product so with social display and content use those banner ads or use that content that you display on social or the blog you’re gonna write to give customers advice in order to maximize the value of the purchase so again you can use these platforms to also enhance uh what they purchased so hey you just purchased this product thank you very much did you know you could do this this and this with it and so that’s the idea of a post-purchase stage is to maximize these channels to be able to answer those essential questions about what else could they purchase you know do they like how do i get these people to become loyal customers okay so with the first purchase stage if a customer has bought a pair of sports shoes for example running shoes you can recommend cross product sale a cross sale it could be a pair of shorts or a water bottle or an accessory with an exclusive discount so that’s another example what you can do on the post purchase stage so in today’s world everywhere you go it’s all about digital so today this lecture is going to be about all the different marketing channels available piece them together kind of put together a little digital marketing course for you so first off before we get started we’re going to talk about what is digital marketing and really digital marketing covers a lot of areas it’s very broad and really what it refers to just marketing that a company does a person does an individual a group an organization and they do it in the form of an electronic device or with the aid of the internet that’s really what digital marketing is it’s just having something digitally not something tangible like a billboard or newspaper or tv and with that there are lots of places where you can apply digital marketing and so electronic devices we think of mobile devices and so you could certainly use mobile as a form of digital marketing or to help you with your marketing efforts digitally okay you can create apps you can run advertising on mobile you can communicate with different people your target audience via different devices like whatsapp and messaging okay uh there’s also search engines search engines is where a lot of people get their information from at least start to do their research to get information you got social media lots of different social media platforms all the way from you know tweeting to blogging to social sharing to social content okay so a lot of of platforms under the bucket social media you also have traditional forms of digital marketing like email you can use different email platforms to send out emails so lots of different ways to communicate your product your service your message to a large number of people that are really targeted to your efforts how is digital marketing useful well we know provides different metrics why do we know it provides different metrics because it’s all digital okay so anytime you send out an email or post something on facebook you’re going to get data back when you get data back you could take that data to determine how well that post or that email performed and if it didn’t perform up to expectation you can make changes to improve performance that’s called optimization okay so that’s the great thing about digital marketing it’s useful in that we get data in some cases instantaneously and we’re able to make changes in order to optimize that campaign we can also you know provide personalized user experience so meaning if we know who our target audience is on say twitter or linkedin or facebook we can really cater our messaging to that group probably most importantly is that digital marketing compared to traditional forms of marketing allow us to really reach a global audience very easily very easily at a very low cost that’s the key so if i want to target people in india or nepal or pakistan i can certainly do that and i can do that with the snap of a campaign and i get data back and based on the data i can tailor that experience even better really just allows us to really hone in on a particular audience anywhere in the world very quickly so these are just three of the main reasons why digital marketing is useful some other experiences or uses for digital marketing again it provides a cost-effective alternative to traditional marketing so you know for those that are familiar with purchasing advertising on say tv a radio you have to pick a spot you have to pick a program and then pick a time slot associated with that program so somebody’s watching a program and and that program tends to draw on a specific target audience then you want to show your ad around the time when that program is slotted to air on tv because you know you’re likely going to reach your audience however to purchase that time slot could be competitive and could be very costly where there are forms of of advertising and paying for advertising digitally and those forms are cost per click or cost per impression and so using a cost per click or cost compression model allows you to really go head-to-head in kind of an auction style format where you can control how much you pay and potentially get that prime spot in front of your target audience so it really does become cost effective and it allows you to make small investments to get a really substantial return on roi so let’s just say your cost per click is only 10 cents but you’re selling a product for 10 well all you need is one click and one sale to generate a very substantial return on investment and so knowing that you get metrics back on a campaign you could slowly or quickly optimize that campaign towards a very positive roi and then another use for digital marketing just enables targeting users based on their actions and preferences so again we can really hone in on who we want to target it really depends on the platform but if you take google ads for example and you want to target the display network well we know we have demographics we know we have topics we know we have interest we know we have retarget audiences in segment audiences we have age we have gender so you have a lot of options available to choose from to really hone in on who you want to target and we talk about remarketing is another form of digital marketing so you can set up a marketing campaign so if somebody comes to your website and does not purchase the product or service that you’re offering you could take action on that behavior so i can retarget a group of people who didn’t purchase that’s retargeting or you could do it via remarketing and basically that’s the beauty of digital marketing allows you to really target users based on their actions some other uses for digital marketing it helps build brand awareness and reputation of your business so when we say brand awareness if you’re just launching a company and nobody knows who you are if we use google ads as our preferred method of digital marketing and establishing campaigns we can choose that display network that display network on google ads reaches a large amount of people so you can really get your name out there and really target your attended audience and allow that targeted intended audience to really understand who you are because they’re going to see your ad in the form of a banner or in the form of a video or in the form of text and so that’s the beauty of digital marketing you can really reach a lot of people and a lot of people who might be interested in your product or service and then digital marketing provides a platform for you to be interactive with your audience helping you stay relevant and competitive and the best example i can give here is youtube and so youtube’s a really it’s a search engine for videos but it’s a video sharing platform and so if i upload a video then i can entice people to comment on that video or like the video or share the video and i can really interact with that audience by responding to their comments or you know putting together a playlist or giving them more videos okay so i can really interact with my audience and i could do that on multiple platforms not just youtube and video i can blog and and interact based on somebody’s comments i can have a website and have live chat and interact with my audience so there’s lots of different ways to interact with an audience and that’s what digital marketing provides so i already mentioned a few examples based on the uses of digital marketing i mentioned google’s display network i mentioned youtube and blogging and social media platforms like facebook well there are lots of different types of digital marketing channels out there and we’re going to talk about a few of them today we’re going to start with search engine optimization and so search engine optimization as you probably know from the name involves search engine and it involves really making your site relevant in the eyes of that search engine so if you’re in the united states you know that google has a large market share meaning a lot of people use google on a daily basis so we want to make sure we do everything we can to optimize our site in order to make our site relevant for those coveted keywords now why do we want to make ourselves relevant for those coveted keywords that we want to be found for on search well because a lot of people use search and when a lot of people you search and you’re found for those keyword queries then it’s going to increase the flow of organic traffic to your website so the higher you rank in theory the more traffic you’re going to get and so when we talked about optimization okay how do we optimize our site in order to be relevant in the eyes of google well it really comes down to a two-pronged approach you have on-page seo you have off-page seo on-page has everything to do with your website in order to make it relevant off-page has everything to do with your website but not on your website it means that how can we become relevant by linking to other websites for example how can we become relevant by getting our content on other platforms so we become relevant in the eyes of google so that’s off page seo so seo is always going to be two prong what you do on your website and what you do off the website to make sure your website your domain whatever that domain is dot com or dot org is relevant in the eyes of google and so let’s take a look at on page seo first so like i mentioned it involves optimizing your website and when we say optimizing your website there’s a lot of things you can do on your website to make it relevant in the eyes of google and we can look at the content okay we can look at the source code and so there are a lot of different components to be looked at here so you have the header tag you have the meta description you have the alt tag you have how fast your page loads you have internal linking you have a site map you have a lots of different things going on here and so for me one of the first things you should do when you create a page on your website is to make sure the title tag is unique and includes those key words so if we look here at this example the title tag is important because that’s what shows up in search results here you can see the title tag on google is up to 65 characters so you always want to include that keyword in the title tag then you have your url and then you have what you call a meta description so that’s underneath the url underneath the title tag and again this is in search results so organic search results somebody types in a keyword you want to be found and you want your title tag to stick out and you want your meta description to specifically describe what it is you’re offering okay so again if somebody’s looking for stock imagery then you want to make sure that you know that person who’s looking for stock imagery can come to your website and they can in this case search for millions of royalty free stock images photos videos and music and so you want your description to really get that person to click on your listing an organic search that’s the whole point so that’s the point of a title tag and a meta description is you really want to be found for what somebody’s searching for and you want to be able to show them that you have what they’re looking for you have something here underneath your organic search results called site links and site links are just other are links to pages on your website and so unfortunately this is not necessarily in your control this is in the control of google so if google wants to offer up site links underneath your title tag meta description they will add them and it’s based really on the amount of content you have and that goes with site search so you can see also their site search there underneath the meta description all of that is contingent upon your website do you have a lot of content and if you have a lot of relevant content then google will naturally add in site links underneath your organic listing to links to other pages on your site so that’s on page seo and now we’re going to look at off page seo okay so off page seo involves using promotional methods beyond just optimizing your site for example optimizing your title tag amount description might not be enough to get you to rank for that coveted keyword query so we need to do some link building we need to get our name out there on other websites okay so we need to be able to establish some external links or backlinks from high quality relevant sites to our site and it may not just necessarily have to be a link because google recognizes linkless backlinks so just having a reference on a high quality site may be good enough to get you in the eyes of google to become more relevant okay so that’s off page seo in definition so really what we want to do is we want to establish a way to get links from other websites to our own or references on other websites to our website we want to build those links to help us gain in ranking so there’s lots of ways to do that you have social media again you have social content sites like reddit medium quora you have blogging okay there’s lots of ways to establish yourself out there on the internet you just need to make sure they’re quality sites and you need to make sure they’re relevant and so when you do get a link on an external site pointing back to yours you want to make sure it’s a follow so you want to make sure that google knows to follow that link from that site to yours so if you’re out there establishing content on a third-party website or another website and they’re going to link back to you just make sure that it’s a follow do follow not a nofollow okay and i’m gonna show you an example of what that looks like here so if you’re not sure what the difference is here i’m on backlinko.com and really a no follow versus they do follow is simply in the href so in the href if you don’t have anything in there other than the link then the search engines are going to follow that link from that external site to yours and if you have a no follow in that link then the search engines are going to ignore the link so you’re not going to pick up the backlink or external link to your site and that’s simply that site just adding the rel equals nofollow okay so if you see that in the link pointing to your site from that external site then that means you’re not going to get credit for that backlink so you always want to shoot for a do follow link because that means you’re going to get credit for the backlink okay so again do follow links allow searching and crawlers to follow the link and if they can follow it you’re going to get what they call link juice and that’s going to establish some reputation to your domain a nofollow link basically doesn’t allow the search engines to follow that link so it doesn’t pass on the link juice now again search engines like google are smart enough to pick up the association between a website that talks about your website and your website so meaning if you don’t have a link and you don’t have a if you have a nofollow link on that site don’t fret because you know google has come a long way they’re not necessarily focused on links though it does help so for example if you are on a very prominent site and there’s no link then you still may get credit because google does recognize linkless backlinks and that’s what they call a linkless backlink it’s just having a reference on that site but you always want to try and get that follow not the do not follow okay so here you can see an example of off page seo okay like tripadvisor would be a good example a link that redirects from tripadvisor to you know the oprah magazine as an example so the oprah magazine is going to get a back link from tripadvisor to the site so if google crawls tripadvisor then they’re going to be able to see this link and if it’s a follow link they’re going to give the oprah magazine that domain credit from tripadvisor so for seo because there’s a two-pronged approach involved you have on-page and off-page a lot of tools here a lot of tools so let’s take a look at some of these tools we’re gonna look at google keyword planner we’re gonna look at moz ahrefs look at some tools that will help you with both on-page and off-page seo so let’s start with google’s keyword planner so why are we using google’s keyword planner because we want to find keywords okay so we can’t do on-page seo we can’t optimize our title tag and meta description without a good keyword that we want to be found for so what we want to do is we want to go into google ads now that’s a pay-per-click platform okay so if you want to be found via paid search you’re going to use google ads but from an organic search perspective we can use google’s keyword planner so we need a google ads account we have a google ads account then all we need to do is go to tools then we need to go to keyword planner and the keyword planner is a good tool because it allows us to find those coveted keywords so we can discover new keywords and that’s exactly what we’re going to do so for example we’re going to find you know use the keyword mail delivery if we have a business that delivers mails to people what keywords do we want to optimize for so we’re going to be in google ads we’re going to go to tools we’re going to go to keyword planner we’re going to discover new keywords and we’re simply just going to type in a keyword so we’re going to click get results and google’s keyword planner is basically going to give us some information so the keyword we chose was mail delivery and they’re telling us that on average over the last 12 months there’s 22 200 search queries on average over the last 12 months okay so i could see if i click hover over the graph here i’m going to be able to see the average over 12 months okay so here i can see the average over 12 months from july to june 2019 so here what do i want to do i want to look for trends because here i can see the averages go up and down a little bit but 22 200 is the average over 12 months and then google’s keyword planner also tells me how competitive that keyword is so if it’s highly competitive but it’s got a lot of search volume it could be a keyword i may want to cover it but the beauty of the keyword planner is that they also give you other keywords to look at okay so mail delivery service that’s 49 500 okay so here you got some other ones best food delivery service 9 900. again some of these are very competitive but some of them aren’t and so you want to be able to do your due diligence do some analysis and figure out what keywords work best for you that aren’t going to be competitive but at the same time give you some search volume so if you do rank for that keyword you should expect x amount of clicks on that keyword based on the volume so that’s google’s keyword planner alternatively you can use a tool like moz.com so if i log into moz they have a tool called keyword explorer and so here i can just type in that same keyword mail delivery targeting the united states in english and moz is going to give me some information on the keyword so here they’re going to give me a range in terms of the monthly volume and they’re going to give me a difficulty score so they’re going to tell me how difficult this keyword is so out of a score of 100 it’s 53 and they’re going to tell me what my expected click-through rate could be if i’m ranking for that keyword more importantly they’re going to give me some other keyword suggestions just like google’s keyword planner so here i can see prepared mail delivery mail delivery service mail delivery companies so there are a lot of different suggestions of keywords that i can choose from and if we scroll down we could see basically some mansions we could see the analysis who’s ranking for these keywords so we can really get some insight as to who’s ranking how much volume how difficult it is what my estimates could be if i’m ranking et cetera so a lot of information built into moz’s keyword explorer tool so maz’s keyword explorer tool could be a good option for you if you don’t have access to google ads and google’s keyword planner so if you’re working on seo for a website and you curious is about what the off-page seo situation looks like well you can use a tool like ahrefs it’s free tool you can go here if you’re working on a specific domain and you’re focused on off page you could simply type in that domain here and then you can check the backlinks for that domain okay so i’m going to go ahead and type in my my domain and now i’m going to get a sense of what my backlink profile is for my domain so here i can see the number of backlinks the total backlinks and notice 85 of them are do follow links so google is able to recognize those links and then i could see referring domains so i have 124 different domains pointing to my website and so here i can get a snapshot of the top 100 backlinks pointing to my website and so this just gives me a snapshot of what’s going on with my off page seo performance again it’s a free tool it’s good to use because it gives you an idea of what your off-page seo situation looks like okay another tool you could use is pingdom okay you can set up a free trial here it’s good for 14 days and it allows you to you know look at page speed it allows you to monitor the site itself in terms of you know visitors maintenance etc so you can use pingdom as well however it’s only a 14-day free trial but it does give you some good insights into seo now page load time is one of those on-page seo factors and so if you’re doing on-page seo for domain you certainly want to go into google analytics and you want to measure the page load performance of the pages on your website and so here if i go to google analytics and then i go to behavior and i go to site speed and i go to speed suggestions here i can see the pages how many pages i’ve received over a period of time and then the average page load time now if you see the average page load time is slow and in my opinion anything over two to three seconds is going to be slow you need to be able to take action and so the great thing about google analytics the page load time reporting is it actually gives you some suggestions so page speed suggestions so all you need to do is click on the link here in this case this particular link or url on my website it has seven suggestions if i click on that then page speed insights is gonna open up and what’s gonna happen is google analytics slash page speed insights is gonna analyze this page and give me some feedback on how the page is performing not only on desktop but on mobile as well and so here i can see if i analyze this page i can see some of the opportunities to improve the page load time on desktop and again on mobile here so here you can see a lot of the opportunities and a lot of the issues i have that i can address now if you’re going to manage seo for a website then you’re going to need an seo platform so again moz is a good example because we showed you the keyword explorer but they also have many other tools available built right into the platform for example rankings okay you can get crawl information so when the bots crawl aside what kind of errors are coming up here i can get some page optimization so i can choose a keyword and i can choose a page and moz is going to be able to give me feedback to see what more i could do to improve my on-page seo performance okay we mentioned keyword explorer in terms of looking for keywords okay you also have something called link explorer as well so if i go back and choose link explorer from my list here then i’m going to go to a link explorer and i can type in any domain again just like on the h wraps except mods goes a little bit deeper here okay so they’re telling me how many linking domains and what my keywords are ranking okay and then i have some other reports that i can leverage for off-page seo i can look at spam scores for certain websites that are linking to me because you can disavow yourself from us being associated with those sites here you got a link intersect tool so you can compare one domain against another to what links are pointing to that other website so a lot of different reports and tools available to you for off-page seo under moz’s link explorer so moz has a lot of different tools available and again my recommendation if you don’t use moz there’s sem rush there’s bright edge there’s a lot of seo platforms out there to use but if you’re going to focus on seo you are going to need an seo platform now if you have any more questions on seo you feel free to go to simply learn’s youtube account you’ll be able to find a video there for seo tutorial for beginners you know take a look at the video it goes really in depth about everything we just covered about on page and off page seo so take a look at the video and if you have any comments about everything we covered with seo feel free to comment underneath this video here and we’ll be sure to respond accordingly especially if you have any tips and tricks that you do for seo so let’s move from search engine optimization to content marketing and so content marketing is a form of marketing that involves simulating interest in a brand’s products or services by creating and sharing online material so we talk about online material that can come in many forms or assets say some examples are blogs videos infographics case studies white papers ebooks all of this is content generated it’s just in different forms and so you want to be able to take any one of these forms of content and be able to distribute that in some form or fashion okay so for example blog can be part of your website a video could be something you upload to youtube an infographic could be something you actually share on linkedin so all these other assets could be integrated throughout they could be shared or used on your website okay for people to grab and share and use and comment on okay so that’s what content marketing is you need to be able to push out content so that people have a better understanding of your product or service the process of content marketing is you really want to decide what goal you want to achieve with your content marketing campaign you want to define your buyer personas to determine the audience best suited for your content okay so what are you creating who’s it for and then you want to run content on it to determine the best type of content that can be used and when we talk about content audits we’re talking about you know content that’s already been posted are people sharing it are people downloading or people viewing it and so you want to be able to understand over time what people are reacting to so that you can reuse or continue to use that content that seems to resonate with your target audience so you want to choose an appropriate content management system so if it’s a blog you want to use wordpress maybe so you want to start brainstorming for ideas for new content ideas so in my opinion maybe put together a content calendar and jot some ideas on that content calendar then you want to settle on a particular type of content you want to create and then you want to be able to publish and manage your content so some top popular tools used for content marketing you have buffer you have buzzsumo followerwonk hootsuite so let’s go ahead and take a look at an example of a content marketing management system and we’re gonna use wordpress and so if we go into wordpress here on the backend we’re logging a login and so the reason why we use wordpress is because we can post blogs so in wordpress if i go to post here i’m going to be able to see all the different posts that have been posted over a period of time and the great thing about wordpress is you can optimize it for seo so if i go in here and look at this recent blog post that has been posted i can go ahead and edit it and when i edit it okay i’m going to be able to look at this blog post in a visual format and i can also look at it in html form so notice i the great thing about wordpress is i can use imagery i can insert videos i can insert infographics i can attach a white paper case study to it and then again we have something called yoast seo plugin so we’ve installed a plugin here so that’ll help us with optimizing that particular blog post for that particular keyword we’re trying to target and so here you can see our focus keyword is remarketing and retargeting okay so we

have that in the title tag okay we also want to make sure it’s in the meta description and so here we have an internal link we have it in the introduction okay we have it you know spread throughout the content so yoast does a good job of allowing us to make sure we’re integrating that keyword into our blog post but the key to blog posting is we want to again follow the process we want to be able to choose content for our intended audience in this case with a blog post we can ride up to you know 500 to 3 000 keywords and the whole point is we’re trying to introduce our audience to a particular topic that resonates with our product or service and so that’s the great thing about blogging that’s the great thing about wordpress is that you know very easy to use uh you can integrate it with seo you obviously have commenting you have different plugins that you can add in there uh very easy to edit and so a lot you can do here with wordpress and blogging so another example of content marketing is video so with video you have the ability to upload this video to popular video sites like youtube or video and you can optimize that particular video with title tags and and hashtags and descriptions and you could see the interaction here so you can see how many views how many likes shares the ability to share the ability people for saving it and there’s just a lot of interactivity when you have video you can also use video as i mentioned on your blogging platform if it’s wordpress you can also use video and social media platforms like twitter linkedin and facebook so video is a very popular form of content marketing lots of good video tools out there to create a video a high quality video is what you want to put your product and service in the best forefront okay so that people can react they can share they can comment they can follow they can like okay so that’s what you want to do is think about video because video is very versatile and powerful in terms of getting your message out there so let’s move from content marketing to social media marketing and social media marketing really involves creating content if it’s that blog if it’s that video that you created for content marketing and really using different platforms to increase your visibility whether that be traffic whether it be engagement whether it be brand awareness or any other marketing goals that you have that’s what social media is good for because social media will take that content take what you’re trying to get out there and really allow you to hone your marketing goals against that okay so if it’s facebook and you got some videos that you want to post up there okay what’s your goal is your goal to then post the video to get traffic to your website or to build brand awareness or to just get people to react by sharing or liking and so that’s what social media is good for it’s really good for taking content and really distributing it to your target audience okay so uh sharing content allows you to you know generate user generated content or it allows you to create interactive content and again you can use infographics or you can apply content with imagery or post videos or do things that are interactive like polling and contest so a lot of flexibility in terms of the content that you could share on social media and so you want to establish a process for social media marketing so this is the digital marketing course of it so you want to be able to have a process and you want to be able to set up goals that you want to achieve with your social media campaign because just posting content for content sake is really not going to generate anything for you so you want to set up those goals ahead of time then you want to understand what content would be best suited for your target audience so if our goal is to generate brand awareness then maybe an infographic is what we want to do okay maybe that’s the best choice of asset for our target audience based on the platform with social media we also want to research what the competition is and find out what works for them so it’s very easy to do on social so if you already have a competitor on facebook you can always go to your competitors website and you can always see you know what they’re posting and what kind of reaction engagement they’re getting for a particular post so it doesn’t help before you go live to do some due diligence about your competition you can also conduct a social media audit again what we mean by audio just like on the content side we want to be able to see what’s worked and what’s not worked in the past and with digital marketing recall you can get instant metrics back so if you posted something last year and you’re thinking about posting it again you probably want to do an audit to see over the past year what posts have worked and have not worked for you then you want to pick and choose the social media channels or platforms and to find a strategy for each of them because if you have a video then the video may work on say youtube or instagram but may not necessarily work for linkedin and twitter and so you want to be able to pick and choose the asset the strategy and align it with the appropriate platform then you want to take inspiration from case studies and other famous brands so again continue to learn i mean that’s the beauty of social media marketing most big companies medium-sized companies even smaller companies that have performed well are out on social media so take a look at some other companies that inspire you or some other companies in your industry or even again your competitors and see what they’re doing and what they’re posting and what kind of engagement they’re getting so you should always you know be able to seek out what others are doing on social and to me this is important create a social media content calendar and this isn’t necessarily the very end of the process this goes back to the beginning of the process so when you’re establishing goals and you’re establishing what kind of type of content you want to use that should all be part of a social media content calendar and i’m going to show you an example of one here shortly and then again you want to be able to test evaluate and adjust your strategy because again you’re getting metrics and if you post a video on facebook and it’s taking off then meaning in terms of likes and shares you probably want to consider maybe doing another one that complements that so here’s a broad example of a content calendar again it’s in a spreadsheet again by no means there’s one size fits all but just to give you an idea if we’re blogging what we want to do is we want to pick our target audience maybe that be country or particular demographic and you want to come up with some topics ahead of time here and you want to maybe put the status up there of you know it’s just a draft or an idea when it actually does go live you want to turn it on live you want to pick your date add some comments okay create your content and you know what’s good about a content calendar is you can also work in seo so you can assign keywords and then you could add those keywords to moz for ranking uh you can create your title and meta description then you can carry that content forward and choose a particular social media platform to post to so that’s the beauty of a social or excuse me a content calendar is it allows you to think about things up front and then prepare the content accordingly so you can optimize it for organic search and post it on social media for off page seo and for social media marketing and so you just want to get organized ahead of time using a spreadsheet in this case google sheets to lay out the topics ahead of time so you can write the content for your intended audience that to me is the way to go now remember there’s lots of different forms of content that you can use with social media marketing here we have video so you can see this video can be posted on youtube or linkedin or wherever and the whole point is you want to be able to measure engagement here you can see this is just an image it’s just a file and this has been posted on facebook so here we can see many likes and comments and then shares and so you want to be able to leverage different forms and different assets across social media to see actually what works and what doesn’t work and again look at what other companies have done whether they be competitors or not see what type of assets they’re posting and what’s working for them now when it comes to social media marketing there are lots of tools available okay you got buffer hootsuite sprinkler post planner later sprout social i mean the list of social media marketing tools is endless and just like seo you will need a platform to work with so with seo we showed you moz as the seo platform with social we’re going to show you sprout social because with sprout social if you have a content calendar if you have a lot of different assets you want to be able to organize those assets and content across multiple channels and the great thing about using a social media calendar is yes you can publish and organize your post accordingly you also have most social media platform tools have listening so you can listen in on keywords and audiences different brands and industries and conversations that are being had about a specific topic okay and again most social media platforms if not all have reporting and so this is important because you can actually see you know what how your post or different assets are performing in terms of engagement and so to me that’s important if you’re going to focus on social media as a platform as a channel you want to have a social media platform tool that will help you organize your content publish it accordingly listen in and and get that report to help you figure out what’s engaging and what’s not engaging again so that you can you know react to the content that you’re using and sharing so that’s sprout social as an example but you will need a social media platform now the other benefit to social media is in some cases you can actually pay to have your post out there and so for example on facebook we could set up a paid campaign to target our intended audience and so with facebook facebook owns instagram so you have the ability to really put your content out in front of your target audience on facebook and instagram and so what you need to do is go to facebook ads manager and simply just create an account or campaign um you want to be able to create a campaign and by creating a campaign that means you’re going to have to go through a particular process here so if we first we want to do is choose our objective okay so you always want to have an objective for your campaign so is it going to be brand awareness is it going to be to drive you know traffic is it going to be to drive conversions so you want to choose a goal or objective if you’re advertising really on any platform then you want to be able to choose your audience so who are we trying to target so with facebook you know you can target any specific age gender demographic based on interest and behavior so you can choose specific placements and you can assign a budget okay and then on the ad side you have different types of ads that you can use you can do single image or video you can do a carousel okay meaning you can rotate different images as a collage or different videos as a collage and again you can choose exactly where you want your ad to be shown for example desktop or mobile news feed facebook in-stream video you got instagram feed you got even messenger so you have a lot of options available to you on where your ad or video is going to be shown and then you can support that with a headline description and you can send that traffic back to your website you can even test call to action buttons okay so you can pan your ad with a call to action button and so you can do a lot here this is just facebook you can really do a lot of specific targeting now with facebook advertising it’s a cost per click model so anytime somebody does click on that ad you’re going to pay but it allows you to really get your content out there in front of your intended audience if you’re not doing it organically meaning you’re not posting on facebook on a regular basis or maybe you want to supplement those organic posts then doing this is a good way to really get your brand out there if it’s awareness if it’s to drive traffic or to convert facebook is a good option linkedin twitter all these social media platforms offer that up that option up to do paid advertising now if you want more information about social media we have a great video on youtube already how to start social media marketing it really goes into the details about organic social and what i just covered with paid social specifically on facebook so take a look at that video and again if i missed anything on the social media side feel free to comment or add in your best practice whether that be part of the process or a different platform that you use for social media okay let’s switch to our next digital marketing channel and search engine marketing so search engine marketing is an advertising model that is good for driving traffic to your site because you’re paying each time someone clicks on your advertisement now how is that an equal trade well because you can advertise on channels like or search engines like google or bing or adroll which has a a big network that includes google you can actually pay your way to the top of search engine rankings and so if you’re at the top for paid search and somebody searches something like uh shoes or something to that effect your ad can appear at the very top even above local search even above organic search and so the visibility is there it’s a good way for you to then get that traffic that that you you covet for certain keywords and because you’re getting traffic or have the potential to get traffic you’re going to pay each time somebody clicks on these ads so you have multiple choices on the type of asset you want to use including text image video etc so there’s more to it than just google bing ad role i mean you have linkedin you have twitter you have facebook you have lots of different ways to advertise and get your ad in a more prominent position you just have to pay for it and i just showed you that under social media marketing facebook you can create an ad have your ad targeting your audience and in return you’re going to pay facebook works the same way for most of these networks okay so when you actually set up a campaign like anything you do when you set up a campaign you want to determine the goal you want to achieve for the campaign you want to do that up front especially when you’re talking about pain per click if you’re paying per click then you definitely want to make sure you determine what your goals are so you can measure them accordingly then you want to choose in this case a relevant list of keywords you could do it for your brand meaning you could choose your own brand keywords you could choose keywords related to what your brand is trying to offer whether that be a service or product and once you choose a relevant list of keywords you can finalize those keywords and then bid on them so once you start bidding on them then what you’re going to do is align those keywords with a headline so it’s all done within the framework of any platform you’re advertising on really the key here that i want to really emphasize is when you establish a campaign or set up a campaign you need to establish what the goal is because when you actually choose your keywords and write your ads and launch the campaign and start paying google or bing or whomever it is you’re advertising with you want to be able to measure those goals so that’s really the important part here because regardless of where you advertise you’re going to be able to monitor campaign results and so with google you can even import conversions into the campaign so for example if i go to google ads for example if i go to tools okay you can see i’m running campaigns what am i trying to accomplish with these campaigns well in this case i’m trying to get donations people click on donations so i can go to tools click conversions and then i can see what conversions are added to my account and that way i can measure my campaigns against these conversions okay if i don’t see a conversion error i can certainly create one or import it from in this case google analytics so that’s the important thing you want to be able to measure your campaigns with your conversions and then just as important you want to be able to optimize your campaign because if it’s not performing if you’re running a campaign you’re running up costs and you’re not getting conversions you’re probably not going to be continuing to run those campaigns so you want to optimize your campaign and retarget potential customers so retargeting is always a good option retargeting is targeting someone who that went to your website and basically acted in a certain way meaning they went to a certain page or abandoned the card or actually purchased or downloaded something okay you define what action you want that audience to take in order to retarget to them okay so the whole point is you can configure your retargeting campaign based on certain behavior on your website and the whole point there retargeting is you’re pulling people back to your website so in addition to optimizing you know search campaigns you can one of the benefits of search engine marketing is you can run retargeting campaigns so here’s an example of an ad okay so here you could see it’s a good ad in the sense that it’s using everything available to it so for example here i could see three headlines so google in this example allows you to add in three headlines so here you can see simply learn official site get certified get ahead then you can see simplylearn.com so they’re taking advantage of three headlines and then here you can see two description lines and so each description line you can have up to 90 characters and so you want to be able to take advantage of what google gives you the more information you can add the better well here you can see some other types of ads here you can see a banner ad for slack okay here you can see betterment.com running an ad okay so this looks like an ad that is on youtube so because you can see after a few seconds you can skip the ad okay so here’s a video ad here’s an image ad here’s a text ad so depending on what platform you advertise on you have an option on what type of asset you want to use you know the one thing i like about facebook is they offer up a multitude of options in terms of assets so you can run a single image ad you can run a carousel meaning you get a multiple images you can run a video you can run a combination video image you can obviously run text okay with a thumbnail so you have a lot of options in terms of the type of ad you can run so before we move into our next channel let me just show you an example of you know how an ad actually looks on a particular website so here you can see i’m on buzzfeednews.com okay here you can see uh volkswagen golf is running an advertisement in spanish on this particular site so they’re either using google or some other platform and having that platform if it’s google post their ad on this particular site so here you can see it’s a banner ad and if we’re in google ads and you’re setting up a text ad let me just run through you with the text that it looks like remember you want to always take advantage of what’s offered to you because especially text ads you have very few characters and with very few characters it’s hard to get your message across so with google you have your final url which is where people are going to go to after they click on your ad but you have one not one not two but three headlines that you can take advantage of so we’re talking about help and child hunger help today you know you can always add in visit our website for more info i mean you want to take advantage of what’s available to you now again here you can see in this example i’m only allotted 30 characters and so if you go over then your ads not going to get approved so you really have to be cognizant of the character counts and getting your point across because writing text ads is not the easiest thing to do when you’re limited to characters now with google you have what they call display path so after the domain you can add in a couple of keywords in there and then you have description line one and description line two so again take advantage of what’s available if you’re not sure what copy to write grab some from the website and paste it in there you want your ads to be healthy and to have as much information as possible and then the one thing i will say about google ads is they also have extensions so extensions are exactly that they’re extensions to your text ad so here you can see i have four extensions these are actually site links so google ads offers up something called ad extensions so it could be call outs site links could be location extensions app extensions they have a number of different extensions that they can append to your ad so take advantage of that as well remember the whole point of ads is to make a compelling case for your product or service so that somebody can click on the ad and go to your website and then perform the action you want them to perform now if you have any more questions about google ads feel free to check out our in-depth video about google ads it covers everything a to z on google ads you know we also have videos on our simply learn youtube playlist for facebook uh twitter social media marketing so if you’re curious to know a little bit more about search engine marketing you know check out any one of these videos that we have listed on our youtube channel okay so let’s move over to affiliate marketing now and so with affiliate marketing really it’s interesting and unique and that affiliate marketing involves paying out commissions and who are you paying commissions to while you’re paying commissions to website owners or publishers or people who have websites with lots of content or people who have websites that attract a lot of users and so the whole point is you want to be able to find those websites to advertise your product or service okay these people who are selling your product or service on your behalf are going to get commissioned or incentivized based on whatever action you put out there so it could be registrations just getting your affiliates to help you with getting people registered or signing up for your email or you know for a lot of you conversions you’re trying to sell a product so you want help in selling that product or it could be subscriptions okay signing up to something okay so you determine what it is you want to incentivize your affiliates for you also determine how much you’re going to incentivize them and that’s the great thing about affiliate marketing it’s it’s no different than having a sales team um to support you what are the steps for affiliate marketing well you need to find a platform there are lots of different affiliate platforms out there you know commission junction or cj.com comes to mind because these platforms are going to help you find these affiliates or partners okay so they’re the broker and all this and so once you set up your platform you’re going to establish rules guidelines post images and banners and assets for those affiliates to use on their websites and more importantly again you’re going to establish the commission so the commission doesn’t have to be the same for all affiliates it could simply be you know your top affiliates get a higher commission as opposed to just some other affiliates who get a starting commission you establish everything on the platform the affiliate platform that you choose now affiliates apply to advertise on your behalf so they’re gonna say hey i’m interested in selling your product or service so you’re going to use that platform if it’s commission junction to approve or disapprove the re affiliates request to advertise on your behalf and really what you want to try and do is leverage the platform as best as you can a lot of these affiliates are out to make money and some of them are really good you need to be able to choose the affiliate that is going to represent your brand product or service the best so it’s simple customer clicks on an ad or link okay on that affiliate website and they go to your website and they perform an action so that could be a purchase a registration a subscription a download an email sign up you determine that and the great thing is these affiliate networks the cj’s commission junctions of the world will record everything they’re tracking not only traffic from the affiliate website to your website but they’re also tracking the conversions the transaction is validated and credited to the affiliate by the broker and then the affiliate has paid his or her commission so that’s how it works so the more the affiliate sells or converts on your behalf the more they’re going to make and that’s the beauty of the affiliate network so here’s an example of affiliate marketing okay here you can see uh an advertisement here okay so you can see profit from our experience earn up to 12 advertising fees with a trusted e-commerce list leader so somebody clicks on that link joins and then this person is going to get a commission based on somebody joining for free again i mentioned commission junction there are also some other affiliate marketing tools out there uh amazon associates a win trade doubler max bounty i mean there’s there’s there’s a lot out there cj.com is the one i’ve used in the past but you know give some of these other platforms a chance okay it doesn’t hurt to even be on multiple platforms you have nothing to lose okay when you’re on a platform basically the platform again is acting as the middle person they’re introducing you to affiliates and so every time you actually pay an affiliate a commission they’re going to get their cut of it so they’re going to get a small percentage as well so just keep that in mind but you know give it a try try one or two of these affiliates if you find you’re getting quality affiliates that are selling your product or service great if you don’t then you know feel free to change you know affiliate networks it’s that simple but the key here is find the affiliates you think are going to best represent your brand product or service because those affiliates are likely going to be the ones to convert for you and if your small business starting out and you need some help affiliate marketing is the way to go okay let’s move over to native advertising okay so native advertising so negative advertisements means that your ad is showing up next to content that basically naturally fits so these are advertisers that are featured on a platform alongside the content okay that isn’t paid for okay so for example here you can see a paid post okay this is by spotify okay this paid post okay was on buzzfeed this particular post was probably on a news article related to music because they’re talking about your bands that probably won’t exist without led zeppelin okay so for spotify you’re using native advertising allows them to put their ad next to content related to their ad here you can see another buzzfeed article okay 11 great amazon deals that will be music to your ears if you’re an audiophile here you can see an advertisement next to the article so you can see the ad about led zeppelin and here you can see the actual article is about music so the whole point about native advertising is making sure there’s a connection between the ad and the article so spotify is advertising okay their product and service on an article on buzzfeed which happens to be about music so a good example we used buzzfeed just a second ago so if we go to buzzfeed here you can see i’m on tv and movies and here you can see got an ad here if we scroll down uh keep scrolling down we can see another ad here for hbo and so this ad makes sense because it’s placed on tvs and movies so people who go and read the content are going to see an ad related to that content so that’s generally what native advertising is you need to be able to be able to place the ad on the right pages okay so you’re going to need it and network for that so we talked about paid search advertising we talked about google ads so google ads has the ability to place your ad natively on particular pages that are relevant to that ad so that’s really what native advertising is all about making sure that your ad is placed next to content that’s naturally relevant so if you need more information about affiliate marketing feel free to visit simplylearn’s youtube channel we have a nice uh in-depth video about affiliate marketing to get more information about the platforms how it works and all the tips and best practices about how to run a successful affiliate marketing campaign so let’s turn our attention to email marketing now so email marketing very traditional form of digital marketing it’s been around the longest it’s kind of the grandfather of all digital marketing channels so email marketing really is used to personalize emails in order to convert that recipient or that perspective user into a customer and so like all the other digital marketing channels we want to follow some type of flow or process or methodology and the first step in email marketing is you have to identify your target audience okay when you identify your target audience you’re going to create a segment okay so in other words you don’t want to send one email to everyone because not everyone is going to be interested in that email so in order to get somebody interested you need to be able to send an email tailored to that audience okay so that audience can respond and react accordingly so once you target that audience and create segments email segments you’re going to create the campaign and set up an appropriate call to action one note here is when you create the campaign and set up that appropriate call to action that call to action is going to be aligned with your goal so what is the goal of the email campaign is it simply to get people to click on something and purchase or is it simply to get people to click on something and sign up or watch something or submit some information or download or whatever the case you need to establish that up front just like you would with a search engine marketing campaign or any other type of campaign you want to run so there are lots of tools out there just like with affiliate marketing you want to choose an appropriate email marketing tool there are plenty to be had each work in a very similar nature some offer different pricing models meaning you know you can send an email to x recipients for flat fee or you pay a small amount per email address each one is slightly different in terms of how they price but in terms of the features they all work in a very similar fashion and we’re going to show you an example of one here shortly so when you choose that email marketing tool you’re going to test your emails before you send them out and then when you test your emails you’re going to use that email marketing tool to actually send the campaign after it’s been tested okay so you want to send the campaign you can immediately send them out or you can schedule them now a best practice with an email is when you actually send one out you’re sending an email out to your target audience you want to create probably two emails per segment audience why because you want to add an attractive subject line and copy to the email but if you send two emails to the same target audience then you want to test the subject lines you want to be able to see what subject lines going to entice somebody to open the email okay that’s the beauty of email marketing is you can do that okay so you can set up your a design based on your target audience but it’s always the subject line that people see first so you want to write an attractive subject line and copy that’s going to entice somebody to open the email so why not send two emails to each target audience that way you can see what email subject line works best so that’s the whole idea about performing a b test to test out different ideas it doesn’t necessarily have to be a subject line it can be the same subject line two emails but the difference being the body of the email it’s totally up to you but the idea here is to always split out your emails per target audience and just like any other channel whether it be affiliate or search engine marketing organic search you want to analyze performance and in the case of emails it’s always about open rates how many people are opening then how many people are clicking and then how many people are actually responding are they converting or downloading or whatever it is you want them to do you need to be able to monitor the behavior because for example if your open rates don’t work or they’re low then you know something’s wrong with your subject line so you want to be able to make an adjustment so here’s an example of an email from airbnb it’s a simple email okay they’re just simply trying to get somebody to click on that call to action to take the survey okay that’s really all it’s about here with this particular email so who’s their target audience well their target audience could be somebody who’s already stayed at a airbnb property or it could be somebody who used the app probably airbnb has already targeted this audience and they’re sending this survey to a particular audience so that they can get the best results okay so that’s a good example of a targeted email with a good call to action that’s getting somebody to take the survey so they’re probably measuring how many people opened it how many people clicked on the cta the call to action and then how many people actually filled out the survey so you need to follow each step and track each step accordingly okay so again some popular tools used in email marketing let’s take a look at mailchimp here uh but i will mention like marcato is a good marketing automation tool now owned by adobe marketo allows you to send those drip campaigns so if somebody doesn’t purchase right away you can send up follow-up emails like say one day out or seven days out or 14 days out so hubspot works in a very similar fashion you want to be able to methodically plan out your emails that’s the point i’m trying to make here so let’s take a look at mailchimp so if we go over into mailchimp a very easy interface okay here if we go under audience we can actually see who our audience is and we can break out our audience into different groups you can have a simple test list you can have people who purchase people who subscribe to something okay so you can break out your audience into different groups okay when it comes to campaigns you can see campaigns that are already been built or you can create your own campaign okay so in the case of mailchimp we can actually see what campaigns have been dropped or sent out already and then we can see the opens the clicks and then the conversions so mailchimp has some nice reporting so you want to be able to measure the reports or how well the campaign performed so here we could see specifically how many people open clicked how many people bounced or email addresses bounced and how many people unsubscribed from the list and here we can see you know the top links that have been clicked okay the subscribers with the most opens did anybody perform any social media activity okay what locations open the email okay so you can actually see a lot of good information here right in mailchimp and you want to be able to react to the emails you send out so if an email is not performing okay you want to learn from that so you don’t make the same mistake again great thing i like about mailchimp too they have a lot of nice templates to use so if you’re trying to create a template here you got some templates that you can leverage so that’s mailchimp kind of in a nutshell mailchimp you could pay upfront buy credits and with those credits you could send out emails to a number of people okay so that’s how mailchimp works they do have a free trial so you can set up an account using the free trial now if you need any more information about mailchimp for email marketing in general take a look at the email marketing webinar we have set up on our simply learn youtube account now let’s finish up with online pr press releases so we talked about seo and social and search and affiliate and email marketing and content native advertising let’s talk about online pr here because with online pr it really does involve working with digital publications or blogs or other content related websites for example content related websites could be newspaper digital newspaper sites like the new york times okay the whole point of online pr is you want to try and get some publicity on those on those websites publicity means awareness for the brand it means traffic to the website and eventually some loyalty future customers and conversions channels that can be used to maximize your online pr efforts for example you can connect with reporters on social media to develop a relationship so you can just follow some reporters see if they’re covering specific industries or verticals and if they are similar to what you’re offering then it’s probably a good idea to reach out to them you can use engaging user reviews to help humanize your brand or you can respond to comments that help generate productive conversations so those are all certain things you can do to generate awareness and buzz for your brand so really the one thing i want to point out about online pr is basically you can also hire a pr firm and they can do some of the heavy lifting for you or like i said you can reach out to different reporters or different influencers even to help push your product or brand now if you’re trying to go at it alone on the online pr what you could do if you don’t reach out to reporters or influencers or you’re active in trying to build your brand through a conversation you can always use a third party service like pr.com so pr.com allows you to you know basically create your own profile you know submit content to your own profile or even submit press releases if you submit press releases then other news agencies are going to pick up on those press releases so it’s a good way to get your press releases out there likes of yahoo and google might pick up those press releases and give you some you know much needed visibility you can also use other tools like you know pr newswire for example so it works in a very similar way again it’s a press release distribution network so you can go ahead and sign up for an account get that press release out there and they do the distribution for you or you can also use aggregation sites so there are lots of different aggregate sites out there and so what aggregate websites do is they help disseminate and distribute your content so here you can see some of the new aggregator websites of 2019 you got feedly panda tech mimi metacritic e science news the morning news so you have a lot of options available to get your content out there okay so what these sites do is basically pick up articles that fit their website fit their theme fit their target audience so you do have options in the form of third-party tools as well okay so if you don’t hire a pr firm which could be expensive you can certainly go at it alone by signing up for any one of these particular products or services today we’re going to talk about digital marketing tools so fasten your seat belts and let’s get started so what we’re going to do is we’re going to take a look at some of the best digital marketing tools for not only 2019 but ones that have performed well in the past that are popular and ones that we foresee as being the go-to tools for the future so past present and future digital marketing tools is the way to look at this uh with a good focus on a lot of different marketing channels here so we’re going to focus first on seo talk about some of the tools related to on page and off page we’re going to switch over to paid search talk a little bit about paid search tools we’re going to talk about email marketing and some of the email marketing platforms and the tools within those platforms the center of it all is web analytics so google analytics is the tool we’ll be taking a closer look at in today’s webinar and all that it has to offer okay affiliate marketing we’ll talk about some of the tools available to you and for affiliate marketing we’d be remiss we didn’t talk about social media and all that it has to offer and all the metrics and tools available all the platforms available so we’ll hone in on a couple of examples there and then we’ll also talk about some competition tools available for you so there’s a whole suite of tools the one caveat being hey if you have your favorite tool continue using it in fact if there’s a tool that we didn’t mention in today’s webinar feel free to mention it in the comment box below this video we’d love to hear what you’re using to manage your particular digital marketing channel okay and so the goal for today’s webinar is hey we hope you get something out of this in terms of using new tools there’s some tools that i use some tools that my colleagues use everybody uses different tools so it’ll be good to kind of see what else is out there so if you have something to share share it by all means what we’re trying to do is share what we think are you know best practices and some of the most popular or most used tools out there in the industry so that’s what we’re going to do the goal is to get you to better understand some of the tools we’re using a little bit more detail and what we’re going to do is start out with search engine optimization okay so search engine optimization or organic search we have a mixture of paid and free so there’s a lot of different platforms but if you’re focusing on seo you certainly need to use an seo platform so there’s sem rush okay you also have google search console which is free so if you don’t have a seo platform you definitely need to be using google search console and so we’ll take a closer look at that there’s google keyword planner which is actually situated under google ads and so if you’re running google campaigns on google search network or even the display network you have access to a great tool called keyword planner and if you know anything about seo you’ll know that using google’s keyword planner is a good tool so we’ll take a look at that moz is a freemium tool meaning they have a free trial that you can sign up for to test drive it but it’s another seo platform and it does cost money got a great tool in screaming frog that’s a paid version again not too expensive we’ll talk a little bit more about that and then we have you know a tool in ahrefs that help us with all aspects of seo primarily focusing on off page so these are just some examples that we’re going to hone in on but this is just a small subset of what really is available out there in the market so let’s go ahead and dive a little bit deeper and understand why we use some of these tools well the first reason when we talk about seo is to find relevant keywords not only do we want to find relevant keywords we want to find relevant keywords with high volume and low competition okay we wouldn’t want to find non-relevant keywords with high competition low volume that wouldn’t make sense so we need a tool to kind of help us put it all together and so the tool of choice for us is google’s keyword planner and google’s keyword planner helps us hone in on keywords we may be interested in optimizing for because not only one are they relevant but two they’re going to have high volume and low competition so let’s take a look at an example in google’s keyword planner so here i am i’m in google’s keyword planner and as i mentioned before google’s keyword planner is situated under google ads okay so you have to have a google ads account to use google’s keyword planner and so when you’re in google ads you simply go to tools and then under tools you’re going to select keyword planner so what we want to do is look for keywords we’re focusing on organic search not necessarily paid search so organic search we want to hone in on some keywords so let’s just use one of the examples that google has given us here meal delivery so we’re going to just type in mail delivery and get some results so notice i can enter a domain as a filter and so in other words hey i could say look hone in on keywords related to this website if i wanted to but i’m asking google hey just give me something closely related to mail delivery because that’s my business so i’m going to click click get results notice i can add another key to it if i wanted to but i’m just going to stick with one keyword but there are certainly other keywords that i can certainly hone in on if mail delivery is my business and so let’s just hone in on that one keyword mail delivery we want to be found organically for that keyword so what google keyword planner does is not only give us the keyword and other keywords relevant to that but it gives us the average monthly search volumes and this is an average over the course of the last 12 months and notice here i get a column for competition so i’m able to see whether that’s a very competitive keyword or not and then just to give you an extra edge when you’re choosing keywords you can get a sense of what the keyword may cost if you wanted to bid on that for paid search so for mail delivery i can see it’s anywhere between 7.46 and at the top of the page high range 16.61 so that should alert me to the fact that hey if i’m gonna try and optimize for this keyword i know it’s competitive because not only google is telling me it’s competitive by telling me high competition but i know that the cost per click seems a little bit high and what is a little bit high well you know i can see some other keywords here that you know a dollar to three dollars okay i could see some other ones that are even lower than the seven dollars they’re suggesting so that’s a indication that the keyword is highly competitive so the idea here using google’s keyword planner is one we want to get an idea of what other keywords are out there that are relevant so it helps stimulate some ideas for relevancy two we can get an average monthly search volume so we want to know on average over the past 12 months how many search queries i can expect from this keyword and then three i can get a sense of the competition how competitive is this keyword so if i try to optimize for this keyword and i want to rank for it organically is it competitive if it’s competitive then it’s probably going to take me a bit longer to be found for this keyword on page one of google so that’s the whole idea behind google’s keyword planner and note that you could change some of the settings here so if you want to choose a different language okay you can hone in on a longer shorter period of time you can even choose a specific location so i chose texas i can certainly choose the entire united states to get a sense of what the volume would be for the total us so you have settings that you can change and manipulate to get you the data you need to choose keywords so that’s the whole idea behind google’s keyword planner to find relevant keywords high volume low competition now alternatively i can certainly use another tool to find keywords so i have a moz account so i logged into moz and moz has a tool called keyword explorer so if i use that same keyword i used in google’s keyword planner mail delivery i’m going to ask moz to give me some data on that keyword so this is for the entire united states and again i can change that if i wanted to okay so i can hone in on a specific country or different country so what moz is telling me hey for this keyword in the entire united states i’m looking at anywhere from eleven and a half thousand to thirty thousand on monthly volume now what moz does is they give you a difficulty score so a difficulty score is a score between one and one hundred and so i could see this is pretty much right down the middle in terms of difficulty okay so if it’s zero it’s an easy keyword if it’s if it’s a hundred it’s very difficult and then that means you have a lot of competitors who are optimizing for this keyword that are ranking for this keyword and so moz gives us the volume they give us the competition and they just like google’s keyword planner gives us some other keywords that we can potentially hone in on so here i could see keyword delivery plans delivery services etc so i can see a lot more suggestions than what’s listed here so moz delivers a bunch of other analysis related to the keyword you know they also give you some good keyword suggestions so moz is a good alternative tool and we’ll be coming back to moz related to seo for some other of its features but for now if you don’t want to necessarily use google’s keyword planner because maybe you’re not running google ads you can always use mazda remember moz has basically a freemium version meaning you can sign up for a free account and you can sign up for a free account as a test trial and you can test it for a period of days and leverage its tools during that free trial to get a better sense of how these tools work so we want to be able to use mods we want to be able to use google’s keyword planner not only to search for all those relevant keywords available to you but we want to be able to choose keywords with high volume and low difficulty low competition we also want to select primary and second keywords wisely so remember when you optimize you’re optimizing a page for more than one keyword so you want to be able to have a nice portfolio of diverse relevant keywords with high search volume and low difficulty and then you want to be able to identify those keywords that your competitors are ranking for so moz gives you that information and so we want to be able to leverage the tools available to us to choose the right keywords so if you need any more information on this we got a nice webinar on keyword research for seo so take a look at that video on youtube and to get more specific details about using seo tools for keyword research and all about keyword research in general for seo so let’s talk about some other reasons under seo what we would use some of these tools available to us well we want to be able to understand the search engines and how they crawl and index our site okay we also want to check the correct format of the site map and we want to monitor backlinks okay we also want to analyze linking to our web page okay which ones are good which ones are not good okay we also want to perform some competitor analysis so these are some of the reasons why other than keyword research why would we use some of these seo tools so we have tools available to us some majestic hrefs again moz let’s take a look at google search console and i want to hone in on google search console because it is free and it’s a must if you’re going to work on seo you need to be working in google search console and so the whole key behind google search console is you have a website and you need to get that site verified once it’s verified when school can recognize that you are associated with this website then you’re going to be able to see some important information so here i’m looking at a website and what am i looking at i’m looking at something called coverage under index so what does coverage mean well going back to what we just said we want to be able to understand how google’s crawling and indexing our pages and so what google does is through this platform search console is they’re letting us know once they go to our website and start crawling it and they pull these pages back to their server they’re letting us know if we actually have any issues so here i could see i have some issues with 112 pages and some of those issues are listed down here so there could be a crawl issue a 4 4 you know redirect okay so you could see there’s some five unique issues across 112 pages so here i can see submitted url marked no index there’s a hundred of those pages we have some redirect errors there’s seven pages that you know fall victim to this error and so we can really hone in on what the error is and address the error okay so if google’s telling us hey this is an issue and you want that page indexed by google then we should probably address the error and so that’s the great thing here about going into google search console is you can under index go to coverage and get a sense of what google is indexing and what they’re not indexing okay so these are the errors i could see they’ve certainly were able to crawl and index 9115 pages they were able to crawl okay and they excluded 54 000 plus pages and then we also have some pages with some warnings so this is kind of an overview of what google sees when they crawl our site so when they say crawl they’re coming to our site they’re following links on the site and every link they follow they’re either going to index that page or they’re going to report to you an error an issue that they found if we want these pages indexed we need to address the issues the errors and so that’s the beauty of this report here is google is telling us firsthand what the issues are so we also want to take a look at the sitemap so you have an opportunity to submit a sitemap and a sitemap is just a formatted file that includes all your website urls and so you’re going to have this file sitting in your root directory and you’re probably going to call it or should call it sitemap.xml xml being the format so once you have this file you’re just going to let google know that that file exists so you’re going to enter in the sitemap url so if it’s in the root directory all you’re going to do is type in sitemap.xml and click submit so once you’ve done it just like this site is done what google’s going to do is say hey look we see you’ve submitted this and we last read it a couple days ago and we could see that we discovered 1419 urls so i can go back under coverage and i can see some of the issues that they found but if i go back under site maps i can see that these are the urls they discovered via the sitemap and so the whole point of a sitemap is we want to be able to get and push the urls to google not have google come to our site and discover them so this is a quicker faster more efficient way to communicate with google all the urls that you have on your site that you want google to index and so that’s the beauty of search console now while we’re in search console we might as well take a look at some of the other features it has and so one of the most important features under search console is this mobile usability report so google is a staunch believer in mobile first so nowadays most people start and finish a lot of their searches a lot of their behavior on mobile so they begin it on mobile and they may end it on mobile so if they don’t end it on mobile then you know perhaps they’ll go into a store or perhaps they’ll go via desktop but google is a staunch believer and definitely a lot of what’s going on today starts with mobile so they want you to understand how your site fares via mobile and when i say fares via mobile is it mobile friendly is it responsive is it loading quick enough you know is it formatted to google standards and so if there are any issues google’s going to let you know what those issues are so here i could see google’s recognized 206 pages before different issues okay so here i can see what those issues are just like the coverage issues we can see specifically what they are and so here i can see for 206 pages text too small to read click elements too close together the viewport not set to device width and then content wider than the screen so there’s 10 pages that fit under this error and if i actually click on it the error i can see what those 10 pages are and so when we’re done we can actually when we address the issues we can actually have google validate whether the fix has been made so you can definitely use this as a means of communicating directly with google telling google look i see what the issues are i’m going to fix them and then i want you to validate them okay so this is important because if you can communicate with google and let them know hey we do recognize the errors we are fixing the errors please validate them you know it’s going to draw google’s attention google’s going to validate them and get these pages indexed quicker so if you ignore the issues and the errors especially for mobile then you stand the chance of your pages not getting indexed so the mobile usability report to me is an important report because we want to better understand whether google’s picking up issues on mobile and if they are we want to address them get google valid them so google can index them quicker now there’s another report that is of interest to you or may be of interest to you in google search console and that’s the links report so the links report in google search console shows us what pages have the most links okay so here we can see the home page has 26 000 plus links if we hone in on interior pages we can see the links to those pages okay so we can get a sense of what are the top link pages from external links meaning links on other websites pointing to these pages i can also see internal links so google is recognizing links from within my website from one page to another so external links internal links both factors for seo when ranking so then i can see top linking sites what sites are linking to my site and then i can see top linking text so google search console has given me kind of an overview of what my leaking structure looks like okay so externally i want links from other websites pointing to various pages on my site and i certainly want my pages linking to one another on my site and so i’d be able to better understand what that structure looks like using google search consoles links report okay there’s one more report that i think’s of interest in google search console and that’s the performance report so the performance report is a report that actually you can link up with google analytics so you can see the same report and analytics if you’re able to link up google search console with analytics and you should be able to do that all you need to do is make sure you use the same email address that you use for analytics and search console so it needs to be the same email address you could certainly link up the two and have this data imported into google analytics so what is this data that we’re talking about well it’s called performance so what we can actually see is the queries the actual queries people are typing in to google so when they’re typing them into google we can actually see how many impressions the keyword queries received and how many clicks the keyword queries received and then i can see click-through rate and average position okay so here i can see for this particular keyword on the first line i could see over the course of the last three months it received 209 297 impressions so what does that mean that means this keyword was used at le or typed in as a query at least that many times and that’s how many times my listing appeared in the google search results pages based on this particular query and so as a result of somebody typing in this query 209 000 plus times this site received 120 000 plus clicks so to get a sense of the click-through rate all you would need to do and google can obviously do this for you is you would simply just divide the 209 000 297 into the 120 000 397 okay so that’s really going to give you that’s going to give you a click-through rate and the click-through rate in this case is 57 so over half of the clicks occur when this listing appears for this keyword okay so we can get a sense of the click-through rate for each one okay and you could simply just use the filtering here now we can also see average position okay so we could see a little bit more than that too we can go from queries to pages we can go from pages to countries so we get a sense of how many impressions and clicks i’m receiving by country and importantly we can see by device so here i can see a majority of the people who conduct a search related to my website primarily do it on desktop now i mentioned the beauty of the google search console performance report is that you can link it up to google analytics and when you do that all you need to do then is go to acquisition google search console and then from there you can choose landing pages countries devices or queries so i can see the same data that i see in search console but this time i’m looking at it in google analytics and so here i can see what my search queries are my clicks my impressions my click-to-rate bike search query and then the average position so that’s the great thing about that performance report is that when i link up google search console with analytics i’m able to see that data in analytics so that’s an added bonus so to speak now let’s talk about some other reasons why we’re going to use these seo tools available to us and so we already listed a number of different reasons ranging from sitemaps to keyword research but we also want to hone in on you know what domains are driving links to our site so i showed you an example in search console we also want to hey maybe identify and disavow poor backlinks so search console is a great tool for that because if we don’t want to be associated with a particular website we can certainly disavow that link we could track a number of follow and no follow links okay we could track our website’s rankings we can measure click-through rates and impressions just as we did with search console we could track keyword ranking for desktop mobile cross locations just as we just did with the search console performance report we can identify top performing gaining and losing keywords again the performance report so we could certainly look at the google search console report but if you have a platform like moz you can certainly also look at a lot of that data available so for example rankings so if you have a moz account

we can certainly go into rankings okay and we can see for the keywords that we’ve chosen that we want to optimize for we could certainly see where they rank the great thing about moz is it’s a great tool not only for rankings and on page optimization but for off page optimization as well so if i go ahead and take a look at a domain for example i’m just going to type in this domain i’m going to be able to get what they call a domain authority so a score out of 1 in 100 i’m able to see how authoritative my domain is and how authoritative a domain is is based on the quality of links pointing to it so moz gives me some good insights as to how many linking domains how many inbound links i have ranking keywords and it goes into detail as well so here if i click on the linking domains i’m going to be actually able to see the actual domains pointing to my site as an external link and not only can i see the domains i can actually see the domain authority of those domains so if there’s a domain for example that doesn’t have a good domain authority and the site appears a bit scammy per se then we can disavow that so i can certainly look at all the domains that are linking to me and then i can highlight the ones that have poor domain authority what mazd even takes it a step further they also give me a spam score so moz is able to measure how spammy a website is so if i have a combination of say a low domain authority and a high spam score then i probably want to disavow myself from that site and so i can use this report here you can see here as i keep going down for example i could see this particular website has a domain authority of 26 and it has a spam score of 16 so not a good combination this should alert me to the fact that hey this particular site because it has so many links pointing to me or it has at least one link pointing to me that i probably want to disavow myself because it’s probably hurting my own domain authority so that’s the great thing about this linking domains report is i’m able to hone in on not only who’s link linking to me meaning domain but how many linking domains does that domain have what’s the spam score of that domain what’s the domain authority of that domain and then i could get into a little bit more detail and actually see you know all the links pointing to that domain so it really goes into detail about backlinks domain authority spam etc everything you need to use in order to measure off page seo so that’s the great thing about moz is they have not only on-page seo tools but off-page seo tools and moz is a freemium so to speak so here you can see if you just go to moz.com free dash seo tools you’ll be able to use some of these tools available to you not just for seo but also for local seo as well so here you like some of these tools you can start your free 30-day trial so i use and lean on moz a lot for all that it has to offer from choosing keywords to rankings report to checking issues on my website to even checking who’s linking to me so this fits in the mold with everything i need to do for seo so in addition to that keyword research video you could certainly lean on some other webinars that we’ve done in the past on seo so we’ve done a webinar on seo tools and we’ve also done a webinar on seo tips and tricks so if you want any more information about the tools we covered or seo in general take a look at those two videos and check them out and that should kind of complement what we talked about with using some of the tools google’s keyword planner uh moz and google search console okay let’s switch over to email marketing tools and so with email marketing tools we have a lot available to us in the form of reporting in the form of platforms in the form of you know tools that really help us go from a to z on our email choosing you know what email to send out to creating a list to measuring how the email campaign went and so we could start with mailchimp because mailchimp’s a freemium version when we say freemium meaning they have a free trial available then you’re expected to upgrade but you know mailchimp to me is a tool i use i like the interface very easy for beginners so we’re going to take a look at mailchimp but there are certainly many others available you know marcato is a good tool you know marketo is a good tool because if you have a business and you’re trying to funnel people through your pipeline so to speak meaning they sign up as a lead and you want to nurture that lead from the beginning to the end meaning at the end they’re actually going to turn around and purchase well marketo is a good tool for you to use because you can then set up trip campaigns or also known as email campaigns you know so that you’re talking and communicating with that particular prospect through every point in the funnel so that’s the great thing about marketo it has drip campaigns available along with some other features there’s hubspot a very powerful tool it does a lot from creating landing pages to a b testing to social to you know email so this is another freemium tool that you could use you have another freemium and send in blue email platform and then you also have convertkit another email platform there’s more dimension that we can’t even fit on this screen now if you have a favorite email marketing tool that you use constant contact vertical response there are plenty out there emma you know feel free to to note that in the comment section below this video i’m curious as to how many people actually use you know different tools because there are so literally so many email marketing tools out there why because email marketing has been around probably the longest amongst all the other digital marketing channels and a lot of people use email on a daily basis so it’s no wonder why there’s just so many tools available and so with these tools you can certainly send bulk emails now in the case of marketo you could send emails to a segmented audience and so that’s actually what you want to do as a strategy is always send emails to a segmented audience you know you want to use a tool where you’re going to be able to create campaigns then send those campaigns to again segmented contacts and then be able to design your email around that particular audience so you know you have a good tool when you can do that when you can really segment for your audience okay you want to be able to use a tool that’s going to be able to segment your users you know use transactional emails meaning hey look if somebody go ahead went ahead and purchased can you follow up with an email and creating workflows just like i mentioned with marketo you want a workflow set up where hey if somebody does this you’re sending email b etc so you want an email marketing tool that’s flexible enough to handle what your business strategy and goals are okay so you want to be able to also use a tool that you know has various email templates available okay you don’t want to be stuck with just a vanilla template again you want to be able to customize an email for your audience you want to be able to manage your list appropriately meaning if you have 10 000 users or emails in a list you want to be able to manage them accordingly you know break them up or or have sub lists so to speak and then most importantly you want to make sure you have a platform that not only does its tracking on its own but will give you some detailed insights meaning you know what percentage of users opened your email what percentage of recipients clicked on your email what links do they click on you know which which emails bounce so you want some detailed insights right in the platform that you’re using it just makes it more simpler and easier and more effective to manage you certainly want to create those smart automated campaigns meaning you don’t even have to send out the email and then you want to be able to have some flexibility to set up email delivery based on a specific time of day so these tools also allow you to you segment contacts based on geolocation you want to be able to use a tool that allows for multi-variant testing again you want to analyze performance and optimize campaigns you want to trigger automatic responses somebody purchases something are you using a tool that will automatically send that email out so these are all the reasons why you would use an email marketing tool so let’s dive in and take a look at an example and we’re going to use mailchimp as our example today so let’s dive in and take a look at mailchimp so with mailchimp once you log in you know you’re going to be able to see some historical campaigns that you’ve sent out or you’re going to be able to create your own campaign and so this is kind of under campaigns you can kind of see an overview of the ones you’ve sent out or if they’re in draft mode you’ll be able to see they’re in draft mode so you can go ahead and edit them so here we have one that was set up on august 26th and it’s still in draft mode so we can go ahead and edit that so if we just click edit you know we have the flexibility to you know pick and choose who we’re sending this to who it’s from what the subject line is and then we can certainly design the email so if we click design email again this is important because with email marketing you want to be able to cater your email to your intended audience so if you’re selling men’s shoes your audience should be men okay so you don’t want men to receive an email about women’s shoes it sounds like it’s common sense but the point being you want to be able to use an email platform that’s going to be able to allow you to put two and two together the message and the design with the intended audience and so here you can see mailchimp allows us to do that okay you can see some of the layouts here okay you also have themes that you could choose from okay you could search for different themes or you can even just code your own so you can just paste your code in or you can import it so mailchimp allows that flexibility you’re not stuck with one of their templates and so if we go back to the dashboard the one thing i like about mailchimp though is the reporting okay so yes it is easy to choose a template and map that template to your audience but i really like the reports that they have to offer so you know here you can see there’s some lists that we’ve sent to and we choose one of our audience list then we can see some really detailed reporting here and so here i could see this email that was sent out in june i could see it was sent to 95 000 plus subscribers okay of the subscribers i saw 2000 plus open it and 157 clicks so i can view this report in more detail just by clicking on view report so again we want an email platform that’s going to be able to give us some detailed information about how that email campaign performed and so i can get down really to the nitty gritty i can actually see you know on the content what was clicked and what wasn’t clicked so here i sent two different subject lines so i’m able to compare the two against one another okay so i can really go into detail about one of them here so if i click view report i can specifically see what the average for this list is so here i’m able to compare against the list average and it’s 16 i only had an open rate of 2.5 percent so the industry average is 18 and so here i’m able to see the list average for the click rate and the industry average for the click rate as well so then i can see some specifics about it how many people unsubscribed then i could see a graph i could see the top links that were clicked okay the top subscribers with the most opens i can link social to it if i want to and then i can see geographic information so the point being is mailchimp really goes into some nice detail here about the email campaigns and how they performed so the great thing is too with the mailchimp you could link it with a google analytics you can link it with e-commerce okay so if you have an email and you’re you’re selling products and somebody purchased that product mailchimp is able to integrate in with your shopping commerce platform for example woocommerce so if somebody did purchase you can send out that thank you email mailchimp even goes a step further and if somebody did click on a link go to your shopping cart add something to the shopping cart and then abandon the cart you know mailchimp allows you the opportunity to retarget them via email so mailchimp is flexible and that’s what you want in a email marketing platform you want something that’s flexible that you can cater to your audience you can manage your audience list and you can get detailed reporting on your different campaigns for that audience so that’s mailchimp and summary and so most email platforms do a lot of similar features or have some similar features but that’s what you ideally want to look for in an email marketing platform so here’s a tool that doesn’t get talked about enough when it comes to email marketing and that’s google’s url builder and the reason why we’re going to talk about this tool today is because most people in the us use google analytics as their web analytics tool and the one thing about google analytics is it allows you to track different campaigns so if you’re doing pay-per-click campaigns outside of google you can certainly track the performance right in google analytics and email is no different so if you’re using google analytics and you’re sending out an email let’s just say on mailchimp or any other email marketing platform you want to be able to append your links with what we call utm tracking so for example if i have a url that says visit florida and i’m going to send out an email i have up to five parameters that i can use okay so here’s my email or url that i’m using in the email so i have up to five parameters that i can use to track this particular email so let’s go through some of those parameters so the first one is campaign source so what’s the source of the campaign well we could certainly identify mail champion for using mailchimp as the source now the the thing about the url builders you always want to use lowercase because google analytics is case sensitive so as a rule of thumb just stick with a lowercase so our source is going to be mailchimp because that’s the platform we’re using if you’re using you know constant contact or vertical response or you know some of these other one convertkit then go ahead and put in that platform as the source now for the medium which is the means in which we’re driving traffic to the site let’s go ahead and put in email because that’s what we’re using to drive traffic to this particular page now what’s the campaign name well we’re in summer so we’re going to call this the summer promo so their summer promo here is visit florida beaches okay so we’re going to send this email out to the masses and particularly not only the masses but the masses in the north because we’re going to say hey look come to florida for the summer come visit our beaches that’s the point of the campaign so that’s what we’re going to use for the campaign name is whatever the campaign is it’s a summer promo now notice i got an asterisk next to these particular parameters so google’s asking us hey these are mandatory so go ahead and put something in there now for campaign term and campaign content we could certainly leave them blank because they’re not mandatory but since we’re talking about email i would certainly recommend that you use the campaign content parameter and why do i say that because if we’re sending an email out to say you have 10 000 recipients i want to be able to split out the email into two segments one segment that’s gonna get subject line one and one segment that’s gonna get subject line two so in this case i’m gonna put whatever subject line one is in the campaign content field so now i have four parameters and once i’ve entered in my variables in those parameter fields i now have a revised or appended url so my original url was visit florida.com ian-us florida-beaches.html my original url i’ve now appended that with some utm parameters and now i see my original url appended with the utm parameters based on those variables so i can copy it just by clicking the copy url i can go to my browser i can paste that url in there and i want to check to see if it works so here i could see this particular page loaded florida beaches with my utm parameters appended to the url so that’s for the first subject line that’s for the audience that’s going to get the first subject line i want to do another one for the second subject line so now i’m going to change my campaign content parameter to subject line underscore 2. i’m going to copy that url i’m going to check it okay so i can see that the page loads with those utm parameters and so now what am i going to do i’m going to use the first url and the second url in my email okay so any link that i have in this case i’m using subject line two so for the email with the second subject line going to that segmented audience this is the link i’m going to use in the email so if you have one or two or three links in the email this is the url you’re going to use because when somebody clicks on that link you’re going to be able to see that that click in google analytics so if i jump over to google analytics after i send out my email i’m going to go to acquisition i’m going to go to campaigns i’m going to go to all campaigns now based on the variables i put into my parameters meaning source medium campaign name content or term that’s what i’m going to look for in google analytics so we could start with source and medium so if i click on source and medium as my primary dimension here i can see mailchimp and the actual date was used as part of the variable for for source and then i will can i see the medium being email so now i can see for this email that was sent out in mailchimp in may i could see how many users how many sessions and more importantly how many conversions so we could certainly hone in on that particular email if we wanted to if we choose some of the other parameters available to us so here i could see the campaign name okay so i could see exactly what campaign what source what email drove in traffic and conversions and if i’m doing subject line testing i can choose content as my parameter so here i’m going to change it to content and now i can see the subject lines in this case if i go back to my source medium i’m going to be able to see what subject lines from my emails generated the most traffic and not only the most traffic but also conversions so that’s the whole point behind using the url builder again you’re taking a url that you’re going to use in email and then you’re going to pan that url with different parameters campaign source campaign medium campaign name and then optionally campaign content or campaign term okay once you’ve entered variables into those parameters you’re going to get an appended url which you can then use in your email so when the email gets sent you’re going to go back over to google analytics and you’re going to look at the results of that campaign of that source of that medium of that content i.e subject line and so that’s why the url builders so important because mailchimp gives us some good insight as to how the email performed in terms of open and click rates but what we really want to see is how that campaign performed once it drove traffic to my website so that’s the whole idea behind the url builder if you’re using google analytics you’ll be able to use the url builder with whatever email platform you’re using so let’s move on to web analytics tools and this is an important section because web analytics tools kind of the central focal point of all digital marketing and it starts really with google analytics google analytics is a freemium meaning that they have a free version that you can use there is also a paid version of google analytics but given the advent of google its popularity especially in the united states a majority of users are using the free version of google analytics so it’s a very popular tool especially for marketers but there are also other tools available so it’s not just google so we have adobe analytics which is also freemium you have kiss metrics you have spring metrics you have youtube analytics which is part of google but youtube has its own separate analytics insights so a lot of these as you can see are free to use they’re available no reason why you should not be using an analytics tool to measure your marketing campaigns or website behavior and why would we want to use these tools again well again we want to really measure behavior we want to measure what’s going on with our website so we want to be able to identify the location of where our website visitors are coming from and a lot of these analytics tools use ip address to identify the location of a website visitor so if you’re trying to target a specific country then you want to be able to see that the visitors to your website are coming from that specific country or location we also want to measure the engagement of our website behavior so we get traffic to the website what are they doing how long are they staying what pages are they visiting so this is the overall nature of really why we want to use web analytics to measure how successful our website is at treating our website visitors with the same courtesy you would if you had a brick and mortar store somebody comes into your store you want them to find what they’re looking for quickly you want them to be happy with their experience you certainly want them to pay for the products very quickly and easily and efficiently and you want them to come back and that’s no different than a website so we want our website to perform in a manner that’s going to suit our audience and that’s why we want to track engagement so why else well we want to really look at who’s coming are they returning visitors or new visitors you know ideally you want a nice mix between 50 new and 50 returning because you know returning visitors are loyal there’s some loyalty to that they already know your brand they’re coming back to your website new visitors are curious and you want new visitors because that means more traffic so you want a nice balance between that analytics tools will help you measure that you want to be able to measure organic traffic whether you like it or not whether you know it or not but google and other search engines are indexing your pages and your pages are being found via the search engines and so you want to be able to measure how much traffic you’re actually generating from those search engines we talked about this with email marketing utm tracking so if you set up email campaigns or non google campaigns you want to use utm tracking and google analytics and other analytics tools but specifically google analytics will help you see the results of your campaigns if they’re tracked with utm tracking so that’s another good reason why to use a web analytics tool probably most importantly amongst all these bullet points is our goals our website conversions we want to be able to see how much traffic is coming to our website and not only the engagement of the traffic but how much of that traffic is actually doing what we want them to do i.e are they converting and we want to optimize our sites and channels performance so the whole idea of collecting all this information is that you can turn around and improve performance so if your bounce rate is high well how do you lower bounce rate well we need to do something about that and analytics tools will help us identify what’s not working from our site perspective and from a channel perspective and we can take action to improve performance so that’s the whole idea behind optimizing our site’s performance so let’s jump into google analytics and let’s take a look at everything we just talked about in those bullet points so about improving website performance measuring engagement looking at our goals and conversions measuring campaigns with utm tracking all those good things that we can get in a good analytics tool so adobe mix panel spring metrics you know they all work in a similar fashion in that they’re really measuring website behavior and so if we’re in google analytics really what we’re doing is we’re measuring the performance of our website broken down into four components audience acquisition behavior and conversions so what do we want to do we want to look into each one of these sections so let’s start with audience and so audience and google analytics tells us who is coming to our website now they’re not going to specifically tell us hey rob sanders came to your website but they are going to say that somebody from san francisco california came to the website and these are the pages they looked at and this is the language and they came from this device and they’re a returning user so they’re painting a picture for you okay so they’re not giving you a list of names that would not be legal but they are providing you with a good picture of who is coming and when i say picture we have to paint that picture and so if we look at say demographics for example and i got a demographics overview here’s a picture i’m painting well i can see that 25 to 34 year olds are the majority of the age group that is coming to my website okay i can see on the gender side of it i can see that 63 of my traffic and again this is year to date that i’m looking at is coming to my website so two-thirds of my traffic is female one-third male and they’re between the ages of 25 and 34. so i’m painting a picture about you know gender and age coming to my website well i can also look at geo so where specifically might these people be coming from so if i go to location under geo i’m going to be able to see a breakdown of country or i can even hone it down to city or specific location and here i can see united states is the primary driver but not by much so we have 16 almost 17 percent from the us and then 16 from argentina 13 from mexico 10 from india so we have a nice mix of traffic from different locations in the world coming to our website so that’s geo but more importantly let’s take a look at mobile so if we go to mobile overview how are people coming to our website are they on a desktop or laptop are they using their mobile device are they using a tablet and so google analytics breaks it down very nice for you and so we could see percentages and actual numbers by device category and so in this case i can see year to date i can see 62 are coming from desktop 35 are coming from mobile and so that’s important because most people start their journey from mobile and that is growing and that’s going to continue to grow so you want to keep an eye on mobile so to me this is one of the more important reports under audience because people who come from mobile have a different not only experience because the website should be responsive to the mobile device but their mindset is going to be different they’re actively looking for something they’re probably going to either then follow up on their desktop or follow up in person at your store or they’re probably looking for directions or they may just call you so the experience is a lot different on mobile so we want to hone in on the growth of mobile okay so to me this is one of the more important reports in google analytics especially under audience so let’s move on to acquisition so acquisition reporting tells us how the traffic was driven to the website so if audience tells us who is coming to the website acquisition tells us how that traffic got to the website and so really what you want to do is get a sense of what channels what marketing channels are driving traffic so remember we talked about organic search well those search engines are indexing your pages well how much of that traffic from the search engines is actually coming to your site and i’m a believer in if organic search is the primary driver of traffic then you have a pretty healthy website because that means the search engines are indexing your pages people are searching for something related to your business you’re being found you’re getting clicked and that represents a majority of the traffic so that’s always a good thing so here we could see it broken down by channel if i go to all traffic channels report i can see in my dimension that organic search represents 72 percent of my traffic and this is year to date then i can see paid search then i can see direct which means somebody went directly to the site i could see referral email social then i could see more paid search broken out so these are the different marketing channels now analytics allows you to look at a specific source and medium so the source would be the actual website or search engine and the medium would differentiate how that traffic actually got to the site so if we’re talking about a search engine did they come to the site via paid search or did they come to the site via organic search and so all we need to do is change our primary dimension from default channel grouping to source and medium and we can see specifically the breakout of the different sources and mediums driving traffic to the site so here i can see google organic at 71 and then google cpc or cost per click at 15 16 of our traffic so then i can look down i can see email in here being organic i could see some referring sites i could see some social in terms of mobile facebook okay so we could see a mix of the different sources and mediums driving traffic to the site okay so you don’t always have to look at channel per se you can look at it via source and medium and if you’re running google ads under acquisition analytics has a whole section of google ads reporting so if you’re running campaigns on google ads remember we looked at the keyword planner in google ads so if you’re running campaigns on google ads you can certainly see the performance of those campaigns just by clicking on campaigns we can also see campaigns other campaigns that we’re running so remember that utm tracking that we set up for email well we want to be able to track the performance of email and any other non-google campaign with utm tracking so when we do that we’ll be able to go to campaigns all campaigns and we’ll be able to see the campaign performance if we look at source and medium we’ll be able to see what campaigns drove traffic to the website so here i can see vertical response email as a driver of traffic so that’s the campaign reporting and then also if you have search consoles so we looked at search console earlier we talked about seo tools well remember i said you can link up search console with google analytics well here’s search console and we could see queries devices landing pages countries so all the performance metrics that we could see in search console because we have it linked up with analytics we can see it right here so this gives us a nice snapshot of what keywords are driving traffic to the site organically i could see the impressions i could see the clicks then i could see the click-through rate and then the average position so in theory the higher something ranks the more traffic you’re going to get so that’s the idea behind it we want to make sure that we’re ranking for our coveted keywords and if we are we want to be able to measure how many times our listing was seen and how many times it was clicked so that’s the great thing about you know google they have a family of products and those products tend to talk to one another in the form of google search console and google ads you can connect them directly to google analytics so let’s move from acquisition to behavior so here in behavior we have a number of different reports so behavior tells us once the traffic actually arrived at the website how are they behaving and so really what i would do is from there go to site content all pages and so this gives us an idea of how many pages were actually viewed so site content all pages tells us what page and how many times it was viewed during a period of time and again we’re looking at year to date so i can see engagement related metrics associated with the page so this particular page here on line one i could see how many pages unique pages which is equal to sessions so i could have a session come to the website and look at a page multiple times in that session i could see the average time the person has spent on a page and i can also see the bounce rate so a bounce rate indicates that they arrived on the page and didn’t go any further they left the website from that page that they arrived on and so i can also see percentage of exits meaning what page did people exit the site from so these are all engagement related metrics so here is where i want to react and optimize my website performance so i if i see a page not performing well meaning it has a high bounce rate or maybe load time on page then i’m probably going to optimize it meaning test it or change it to improve performance so these are all pages but i could certainly look at landing pages okay so landing pages tells us the behavior of the page when somebody landed on it so a landing page means that somebody came from organic search or paid search or another channel landed on this page so here i could see this particular page on line one had 4970 sessions okay and i can also see the performance of that page so measuring engagements against pages is definitely important because page isn’t performing in terms of bounce rate or time on page then we want to be able to make changes to that page to improve performance okay there are some other great reports under behavior so we want to go to site speed we want to look at how fast or how slow our pages load so this is important from an seo perspective because if a page isn’t loading very fast then chances of it getting ranked in google are not very good so google’s organic search basically takes page load time seriously so if a page doesn’t load very fast then we need to be able to fix it so we can go to page timings i can get a good sense of the average page load time of a particular page and what google does here is under speed suggestions they actually will give me some ideas and speed suggestions on how to address a page that’s loading very slow and so when we load up the speed suggestions report what google does is say hey we know that this page is loading very slow the average page load time is 15 seconds here’s some suggestions we’re going to give you seven suggestions so if you click on that what’s actually going to happen is you’re going to go to another tool called page speed insights and page speed insights is analyzing the page as you can see here and when it’s done analyzing the page it’s going to give you some feedback on how to improve page load performance not only for desktop but for mobile so here i can see if i scroll down this is desktop and these are some of the opportunities that i can address when trying to improve the page load time of that particular page so here i could see there’s some server response time issues image sizes probably need to be resized i can remove unused css okay so there are a lot of different things i can do to improve the page load time on this particular page okay this is for desktop i can also see mobile so mobile a lot of the same issues so if we address these these opportunities then we could see a lift and page load time we see lift and page load time we’re going to probably see a lift in organic rankings or even user engagement because if a page takes a long time to load a user is probably not going to stay on that page very long so to me site speed is an important report under behavior now one more report here that i want to point out under behavior is events and to me events are important so if you’re trying to measure engagement on your website you need to make sure you have event tracking set up and when we talk about event tracking we’re talking about measuring things that analytics doesn’t measure by default so if you have a button on your website if you have a pdf download if you have a submit button on a form submission if you have a subscribe button if you have a video if you have an external link anything that is going to trigger engagement on your website you need to measure with event tracking and event tracking is simply set up by breaking out the event into a category an action and a label and so here we could see for our particular website we have categories already set up for event tracking so here for example i can see on line six video i can see how many people actually watched our video okay so here’s the action video start okay so over this period of time i could see i had 49 unique events 50 total so that’s how many people actually watched the video and you can always report to label and that’ll tell you what page people watched in this case the video so event tracking is important because we want to be able to measure engagement so if you go to events under behavior and you don’t see any events listed you probably need to get that set up and that is set up through google tag manager so what you want to do is you want to be able to set up your events through google tag manager which is another google platform but you certainly want to do that so that’s where you set up your events when you set up your events for your website with a category an action and label you’ll be able to measure those events in analytics under behavior under events and the important thing here is you’ll be able to measure engagement so i’ll be able to see how many people came to the site and how many people clicked on a button downloaded a pdf uh submitted a form played a video did whatever we wanted them to do so events are important so let’s move from behavior to conversions and this is important because we want to be able to measure conversions on a website so analytics has four types of conversions so if i go to admin down at the bottom and then i go to goals i could see that i have four different types of goals that i can use now right now i have event related goals set up for the website for this particular website so we just talked about event tracking so if you’re measuring a button click on your website you can certainly turn that into a goal and so all you need to do is tell analytics hey this is the particular category this is the particular action so for example if i click on this particular goal and take a look at it i can see that we have a category set up that anything that resembles donate now okay or donate go ahead and fire this event as a conversion okay so event is one type of goal another type of goal is destination so if somebody goes to a specific page like a confirmation page we can turn that into a goal so here i can see if somebody goes to donation dash confirmation then analytics is going to fire that goal as a conversion and we’re going to see a conversion against a different metric or different dimension like channel or audience okay so destination is the second type of goal the third type of goal is duration so how long did somebody stay on my website so in this example if they stayed at least one minute and 30 seconds or more then analytics is going to count that as a goal conversion okay so duration is the third type and then the fourth type is pages per session okay so if i look at this example here if a user came to my website and looked at more than three pages in that particular session then analytics is going to fire a goal conversion so four types of goals you don’t have to set up all four different types my recommendation is at least have one goal set up if you’re not sure what goal to set up then at least set up a duration or pages per session okay so at least you can measure how long somebody stays on your website or how many pages they went to okay so when you actually do have these goals set up you can go back into conversions we can go back into goals we can go back into overview and we can measure our goal completions over this period of time so here i could see 313 goal completions total with a goal conversion rate of 1.88 and then i could see it broken down by gold type so remember the only goals i have available and set up are event related goals so 69 newsletter signups 156 donate click buttons i have 32 contact form submissions 37 email click completions and then 11 phone number click completions so i can measure engagement as a goal and so goals generally are important to the business so you want to make sure that if you have a goal for your website then you want to be able to set that up as a goal in google analytics so that way when you’re looking at example channels if i go back to my channels report i can then measure channel by goal conversion so these are all goals but if i want to look at for example how many people from organic search clicked on the donate now button i could see that i could see year to date 10 887 users which meant 11 000 sessions 76 clicked on that donate now button and that comes out to 0.65 conversion rate okay so that’s important so you want to be able to measure any dimension whether that be channel source medium keyword campaign mobile device could be demographic gender or age you want to be able to measure any dimension against the goals you have set up so you can measure performance and that also includes pages or landing pages as well so that’s a quick overview of what you can expect to see in google analytics again audience acquisition behavior and conversions so a lot of data in google analytics but you want to be able to take advantage of the data in order to improve website performance now let’s jump over to youtube analytics because if you have videos on youtube if you have a channel set up some playlists you’ll be able to get some really good insights as to how your video is performing and so here i could see i’m in youtube all i did was i went to my account then i went to the baited the studio version of youtube and then from there i went to analytics so my account youtube studio analytics and analytics here is going to give me all sorts of information about my videos okay so here i could see over the last 28 days my videos produced over 8 600 views my watch time in minutes totaled over 17 000 and i’ve netted 48 subscribers and this is an overall okay so i can actually see when i publish videos and i can see the date they were published and here i’m looking at you know total views over this particular date range i can also see specifics on a particular video so i could see the top video in terms of minutes here i could see this particular video had 602 minutes over the last 28 days so here i could see views on a particular video so this is just an overview i could certainly look at some other information if i click on reach viewers i could see the total impression so how many times my video was viewed or how many people looked at it okay and then the click-through rate so here i could see the different traffic sources so 29 came externally okay here i could see 25 came within youtube itself i could see how many times a video was viewed and played via playlist via suggested video so i could see different ways in which the traffic found my video and actually watched it here i could see externally how people were able to find my videos and i could see 46 percent found it via google search see some lots of information here about sources of traffic how the traffic got to these videos so i could see then once the traffic found my videos how many times they actually saw it and viewed it and then watched it so that’s how many times i was able to reach viewers via different sources and then their reaction to that how many times they saw it and watched it here i can click on interest viewers so again i could see the top videos in terms of watch time i could see the top playlist so here i could see my partners playlist was the top playlist so i can see some interest here in terms of average view duration and then here we have build an audience so we can look at specific audiences if we have them built in youtube to see how many people actually watch my videos so here i can see 88 of the people who watched my videos over the last 28 days were not even subscribed so that tells me a lot of people are finding my videos spending some time watching them they’re not subscribed so we’re trying to get them to subscribe to our channel so they can watch more so a lot of information here in youtube itself about how our videos performed again this is good insight because ideally what you want to do is you really want to take a look at a specific video see how it’s performing so if i just click on one particular video i can actually see the audience retention over the course of the video itself i could see the ways in which people found the video okay again externally or via youtube search i could see how many people liked it or disliked it i could see all sorts of information on a particular video itself or an overview of my channel so that’s all available to you in youtube analytics under youtube studio so take advantage of that so if you’re publishing videos on a regular basis you want to hone in on how your videos are performing so if you have any additional questions about youtube analytics or youtube in general take a look at our video that we created earlier this year about how to create a youtube channel we go into some in-depth insights into youtube itself especially youtube analytics so take a look at that video and if you have any other insights about youtube analytics or analytics in general go ahead and put a comment below this video so let’s turn our attention to competitor spine tools very important to keep tabs on what the competition’s doing and there are a lot of tools out there so when it comes to social we can use a freemium tool like sprout social to listen in on our competitors we can use another freemium tool social blade there’s a popular tool out there called spyfu that’s freemium as well moz we looked at moz earlier for keyword and organic moz is a great tool for also leveraging our competitors in terms of backlinks and buzzsumo so that’s another freemium tool get there lots of tools out there these are just examples of some of the tools that we use here at simplylearn i use personally and professionally to get a sense of what our competition is doing so why would we want to use a competitor spine tool well it may sound like a very straightforward question but there are lots of reasons why and so let’s look at some of these reasons and the first reasons we really want to identify you know our competitors backlinks and monitor changes in the ranking so the reason why we have this is the top bullet point is because seo organic search is a long-term strategy on-page off-page website very technical and creative there’s a lot going on with seo a lot going on and sometimes it takes a long time to rank for something and a lot of seo does depend on relevancy relevancy being how many quality backlinks are linked to you so it’s always good to leverage what your competitors are doing so you can see how you stack up and so that’s why this is up there as number one we want to be able to really take a look at what our competitors are doing another example would be hey how much uh traffic a competitors gaining on certain keywords this could go either way for paid search organic search what are competitors bidding on are they really getting traffic from those keywords so there are tools out there that help us leverage what our competition is doing okay we can also identify our competitors top performing content for relevant topics okay we can determine what our competitors website referral traffic is okay we can pull our competitors data and compare it with our own campaigns so lots of tools out there to help you do this and we may want to track the total amount of clicks a competitor receives and how much they pay for each keyword so let’s go ahead and take a look at a few examples how we can leverage all these bullet points that we just discussed and so we’re going to start out with sprout social and sprout social is a tool i use it’s a social media platform there’s a lot of things you can do with sprout social definitely generate reports for your social media platforms you could set up posts that get published at a certain time and day but there’s also one particular tool in here called listening and so what we could do is we just put in for example rv rentals in twitter so what we’re doing is we’re actually listening to see who else is tweeting about rv rentals so we could do this for twitter we could do it facebook some other social media platforms the whole idea here on sprout social is to get a sense of what our competitors are doing so we could have easily put in a brand name we’re just going general here because we want to rank for the keyword rv rentals and so here we could take a look at you know what some of these particular brands are doing like go rv rentals cruise america rv we could see just scroll down and we can get a sense of in particular what people are tweeting about what other companies are tweeting when it comes to this particular keyword rv rentals now if i want to hone in on a particular competitor i could just really refine my search for that competitor’s brand name so rv share so here i can take a look at you know what they’re doing when they’re posting to or tweeting how long ago the time of day get an idea of what they’re actually saying what campaigns they’re promoting okay i can get a sense of everything about this tweet and so here i can scroll down and i can see what’s been shared by other people for this particular brand and i can see a lot of people are as an example retweeting this particular giveaway and so to me it just gives me a sense in this particular example on twitter as to what are competitors doing okay let’s turn our attention to seo so remember that first bullet point we want to get a sense of what our competitors are doing when it comes to backlinks and so moz has a great tool called link explorer and link explorer there allows us to actually compare link profiles so for my domain i can go ahead and put my competitors domains in there and definitely get a sense of you know how many links my competitors have external intel internal i can get a sense of the domain authority i can get a sense of page authority linking domains so i can really do a comparison across my domain and my competitors domains to get a snapshot of how i compare against my competitors so this gives me an overview of everything i need to know organically now moz also has another great tool under link explorer called link intersect and i like link intersect i use it a lot because if our competitors really have a number of external links and domains pointing to their site and they have a better domain authority and page authority then you know i want to be able to you know see what they’re doing where they’re linking who’s linking to them i want to get be able to get a snapshot of why is their domain so much better than ours in terms of authority and so the link intersect actually allows me to do that so i can go ahead and put my competitors domains in there and then i can find opportunities and so you just click on opportunities and you can see where my site intersects with their site and if it doesn’t actually intersect then i have an opportunity to actually try and get a link on that particular site so that’s what the link intersect report does it allows me to see where my links intersect with my competitors and if it doesn’t intersect then i have an opportunity to generate a backlink so that’s ideally what the link intersect tool is in moz it allows me to really get a sense of you know where i’m linking and where my competitor is linking now what we can also do is also take advantage of another report under moz’s link explorer and the discovered and lost report so we could put in our domain or we could put even our competitors domain in there and we can get a sense of what domains were found and linked to them so really within mods we can get a good snapshot of what web sites are linking to our competitors we get a good snapshot of the overall links to our competitor sites and specifically with sites so the whole idea is if it’s good for our competitors meaning they’re linking from a site that has good domain authority and low spam score then it’s probably a site i want to be able to tackle as well okay so you have discovered and lost okay you have comparing link profiles and you have link intersect so those are three good reports you can leverage right in moz’s link explorer tool now there’s one more report we can leverage in moz and that’s the inbound links report and so we can go ahead and type in our competitors domain here and again we can get a snapshot of what their domain authority is page authority for the home page but really this is what we’re after linking domains so this particular domain has over 9 000 linking domains so what we can do is actually go through and see based on domain authority i could sort by domain authority where these pages are being linked from and so here i can see reddit reddit reddit so a lot of reddit here which is a good site for backlinking new york times so you know there’s a lot of different uh sites here washington post so i can get a good snapshot of my competitor by seeing every link that’s pointing to them now of course i don’t want to go through 9 000 links i can really just hone in on a specific link source or link type or link state so i can really filter it if i wanted to i can export the report and do some further analysis but really the whole idea here as i could see what url is linking to this particular competitor site what the anchor text is what the page and domain authority is so this gives me a really really good insight on all the backlinking that my competitor has and again if i’m trying to catch my competitor it’s probably not a bad idea to look at what they’re doing and even copy what they’re doing in terms of backlinking so if we’re not on reddit then we probably need to be on reddit because if that’s where our competitor is and they’re getting good link juice from reddit which has a domain authority of 90 then hey if it’s good for the goose it’s good for the gander so they say so inbound links is it just another good report you can leverage in moz under the link explorer reporting tool now if i want to get a good snapshot as to what my competitors doing on search exactly well look no further than spyfu so spyfu is a another tool that you can leverage from a ppc seo perspective you know from an seo perspective you got some back linking data as well just like you did in moz from a ppc perspective you can get some good keyword insights and so here i just went ahead and typed in the domain and what this is going to do is just give me an overall snapshot for my competitors domain so here i could see you know how many organic keywords they’re found for the estimated monthly seo clicks they’re getting based on the volume of those keywords okay i could see here the keywords their top competitors also rank for the rank history 12 years so this particular domain has been around a long time okay so that’s on the organic side flip over to the paid side and i could see that they are doing paid search i could see 5 000 plus keywords they’re bidding on okay based on that what they’re actually paying and then i could see you know some of the other competitors listed here from a paid perspective and an organic perspective i could see the shared keyword overlap okay now again you can pay for this because it’s freemium and get some really good insights as to how your domain compares to your competitors so i’m using the free version and here the free version spyfu is just giving me some overall data on the specific domain i entered in and so i entered in my competitors you can certainly enter in your own domain to get a sense of organic keywords and paid keywords so you can see top keywords top paid keywords okay this is google ads okay so this is what recommendations as to what to purchase okay here you can see some even some at google ads history i could see exactly what ad copy my competitor actually wrote and for what keyword and then i can see some organic ranking history here as i keep scrolling down this overview report so i can see for rv rent where they rank and then i can see inbound links just like i did in moz spyfu is providing me with some insight as to hey what links are pointing to them and what the domain strength is and how many clicks they expect to receive so this is all free data take it or leave it but it’s all free data available to you under spyfu so spyfu gives you kind of an overview for free some really in-depth analysis if you actually pay for it and it just really hones in on what your competitors are bidding for paid wise and what they’re ranking for organic wise and so spy food is a really good tool to leverage if you just want to get a snapshot of how your competitor overlaps with you so let’s turn our attention to google analytics because in google analytics under audience i can go to benchmarking and basically the benchmarking reports allows me to see what the industry as a whole is doing compared to my own website now the caveat here on this particular report is that it’s all anonymous data so i can’t exactly see what competitor is doing what in this report but if i hone in on my industry in this case autos and vehicles and i hone in on a specific country or adjust the size of the daily sessions that i get then i could see hey analytics in this case in this example i’m sharing 8 863 web properties okay so they’re sharing the data for over 8 000 web properties and i can compare those web properties against my own so if we’re all in the same industry it gives me a sense here as to how i stack up against the industry as a whole in this case as it pertains to channels so you can see here red not good green is good so in the industry we’re not doing as good as others in the same industry who are receiving the same amount of sessions now we could certainly adjust and we can adjust our locale and if we do that google is going to be able to adjust how many web properties are actually contributing to the report and so when analytics makes that adjustment we’re going to be able to see in this case just new zealand so we’re going to adjust for new zealand and we’re going to go with 4999 and so we could see there are about you know 300 something web properties contributing 47 web properties now contributing to this report so if we’re focused on the new zealand region and this is the amount of traffic we get we’re now comparing us against 47 other anonymous web properties so now if i go back to the report after i’ve honed in i’m looking at channels and i can see how many sessions we’re getting by channels and how i compare against the competition i can also measure up against percentage of new sessions new users pages per session average session duration bounce rate but that’s just channels i can also do location and devices so the whole idea behind this report is yes you’re not honing in on a particular competitor but you’re honing in on your industry so you’re getting a good idea as to how you compare against your industry just by making some adjustments in the benchmarking report you obviously want to make sure you’re looking at the same industry adjust for your country or region adjust for the site size meaning how many sessions you actually get on a daily basis and then analytics will do the rest they’ll compare you against those in your industry and so i find this to be a good tool because it allows me to stack up our site against those in the industry and obviously if we’re not driving as many sessions especially say from organic then we have our work cut out for us okay so that’s the whole idea behind the benchmarking report now if you want to get some good insight as to what the competitors are doing and you don’t want to use a tool well look no further you can always go to google.com okay so this is how we used to do it back in the day before all these tools became available you just typed in a keyword and we’re gonna type in rv rentals and now we’re gonna be able to see who’s bidding on that keyword so we could see we have a number of different uh companies bidding on the keyword we’re interested in okay here i can see some featured snippets okay and then i can see some organic search results okay if i scroll down i’ll be able to see some other companies bidding on that same keyword meaning they’re paying for rv rental so if i clicked on somebody’s link here they’re actually going to pay google for the click and so this just gives me a good sense of you know how many people are actually trying to rank for this keyword or trying to be found for this keyword so that’s all i did i just did a search now from an organic perspective if you really want to hone in on your competition you can always do the syntax all in title colon and then hit enter so now i could see i have 163 000 results and what does that tell me that tells me that i have 163 000 websites with rv rentals in the title tag so if you’re trying to optimize for the keyword rv rentals as an example then you know that you have 163 thousand different listings ahead of you that you need to jump over in order to rank for the keyword rv rentals so using the all in title syntax and the keyword right after that actually just gives you a more accurate picture of how many sites are actually ahead of you for a particular keyword so that’s the whole idea so if i get rid of the syntax and you can see for rv rentals i have 132 million but that’s not really accurate because not all these listings have the keyword rv rentals in the title tag and title tag if you’re working on organic search is one of the key important factors for ranking so you need to have that keyword in the title tag so that’s the whole idea behind using the all in title syntax it gives us a good idea as to what our competition is doing and how many sites we have to jump over to get to number one on google now if you’re running google ads just as we did with rv rentals we went up there and we saw we typed that in as a query and we saw how many advertisers there were for rv rentals now

if we are running our own campaigns google ads actually has a good report that i really like it’s called auction insights and so you can get to auction insights just by clicking on campaigns and then from campaigns click on auction insights and what auction insights allows us to see is what competitors or domains are bidding on the same keywords we are and so what google does here is it allows us to actually see where we stack up against our competition for all the keywords we’re bidding on and so here i’m looking at year to date and here we could see us and i can see our competitors okay so i could see impression share so for if we’re talking about one keyword every keyword has a hundred percent impression share how much of that impression share are you getting and when we say impression share meaning eyeballs when we talk about eyeballs are we getting a majority of the eyeballs or our competitors getting majority of the eyeballs so we can see our average position i can see how often i overlap with my competitors okay i could see how often i’m above a particular competitor i could see what percentage i’m at the top of the page versus my competitors the absolute top of page rate and then i can see how often i out rank my competitors and vice versa how often my competitors outrank me so i could see all this good insight as to what competitors are bidding on the same keywords i am okay so this is if you’re running google ads okay so if you’re running google ads okay you can just click on the auction insights report you can find that the top navigation just by clicking on campaigns and by doing so you’ll be able to gain some insights as to where you stack up from a paid search perspective against your competitors so let’s turn our attention to paid marketing tools so if you’re doing some advertising on google bing linkedin you probably want to work within those platforms as the tool of choice so you know if you’re doing paid search on say google search dot com or display you could be doing display advertising on you know a network like adroll or google or you could be doing social media paid ads say on facebook so whatever it is you’re doing you probably want to work within that platform itself to get the ideal data that you need okay so here are some of the tools some of the places you can go of course if you work in google ads you also have google ads editor that you can leverage okay and i’ll show you that in a couple minutes you have google ads keyword planner of course both of these are paid if you’re running campaigns okay so bing if you’re running campaigns on bing okay you get all this good data that you can digest through some reporting okay you also have some third-party tools out there that you also have to pay for in word stream okay so word streams a third tool that you can leverage bing and google are actual advertising networks so you would advertise on the platform itself and get all the data you need right in the platform and leverage a lot of the tools that they have available in the platform as i mentioned you could also use google ads editor so bing also has their own editor as well so and as well as facebook so you can use an editor type version and i’ll show you that here in a couple minutes but let’s talk about why we want to use the tools in the platform itself well we want to be able to monitor how our ads performing so which ad receives the most traffic as an example we want to identify keywords that are performing for us okay so our keywords converting not converting now they cost us a lot of money and not netting a high enough return for us so we want to keep an eye on that okay so we want to monitor our cost okay across different locations and devices not only cost but we want to also monitor how our ads are performing across different locations and devices keywords across different locations and devices so we want to be able to measure by device okay so we also want to analyze competitors data and as we showed you in the competitors section google as an example has auction insights reporting analytics has benchmarking so google itself does provide some information in the case of auction insights as to how your competitors are performing against you on google search so that’s on the paid search side then you have display okay so display advertisements okay you’re across a different network so there are different types of networks out there for example admiral okay curtillo celtra is another paid version of or paid tool you can use in wide orbit so these are some of the paid marketing tools you can leverage of course i like to stay if i’m advertising on google i like to stay on google ads and measure my display performance that way but if you’re on adroll for example then you want to leverage adroll’s reporting platform and some of the tools they have to offer so if we look at display why do we want to leverage some of these tools well just like search for example where we want to look at keyword and ad performance same kind of concept here we want to be able to monitor whether we have the right keywords and right customer engagement so when we when it comes to display we want to be able to make sure we’re choosing the right audience of course that means looking at not only audience insights but our target insights as well are we reaching the right audience when it comes to display and google has a good breakdown that i’m going to be able to show you here in a couple of minutes okay so we want to improve our campaigns by monitoring our competitors display ads as well so there are tools available that will help you do that and that’s on the display side and if we look at social okay why what tools can we use on social well you got facebook ads manager okay you got ad espresso quiet tweepy you got all these cool paid search tools again i usually stick with where i’m advertising so if i’m advertising on linkedin or twitter i’m going to leverage that platform but just know that there are other tools available for you so with social like display it’s all about targeting our audience so for these some of the tools like on facebook we can review and relaunch our ad campaigns based on target audience we can measure conversions and gain insights in this example about facebook users how are our users interacting with our ads and then we want to target people based on their activities such as purchase intent device usage travel preferences etc so social allows us to do that and then with facebook as an example we can monitor any a b test we run for example if we’re running call to action test we can measure the results that write in facebook and i’m going to show you an example of that here shortly so let’s jump right into google ads and look at some tools available to us from the search side of the house so if we’re running search campaigns right in google ads we could see campaign data we could see keyword data we could see add data so for example if i want to see what ads are performing i’m just going to click on my ads and extensions okay and here are my ads and now i can see what ads are performing in terms of clicks click-through rates etc and so that way i can go ahead and pause ads activate ads so that’s right here in the google ads uh platform itself now if i want to look at specific keywords i can do that so i can see what keywords are driving traffic and clicks here i could just sort by clicks and now i can see not only what keywords are driving clicks i could see what the click-through rate is i could see the impressions how many people actually viewed my ad after click typing in a keyword query that i’m bidding on i could see how much i’ve paid by keyword and more importantly i want to be able to see conversions or conversion rate and then with google ads you have quality scores so we want to be able to measure quality score so this is a google ads keyword reporting and so the great thing about the keyword reporting is that there’s some other features available to me here so here i can add negative keywords okay just by clicking on negative keywords i can also see a search terms report and so when it comes to search terms i can actually see what specific keywords people typed in and based on the keyword that somebody typed in as a query i can see what match type triggered that particular ad and so if i see a keyword query that i don’t particularly care to be shown for or i want my ad shown for then i can go ahead and just select it and i can add it as a negative keyword okay so that tool is available to you right in google ads okay and then you have the auction insight so we’ve reviewed the auction insights when we’re looking at competitive analysis and so here if we look at the auction insights we’ll be able to adjust our date range and we’ll be able to see basically you know who else is bidding on the keywords and what the impression share is what their average position is what the overlap rate is position above rate top of page absolute top of page right now rank and share so once we have google has data then they’ll be able to share that information with you okay so that’s just keywords but there’s a cool tool that i really like and i leverage it for seo and pay-per-click and that’s google’s keyword planner so if you click on tools and then you click on keyword planner we’ll be able to leverage the keyword planner and the whole idea behind the keyword planner is do we want to discover new keywords or for the keywords we have selected we can get volume and forecast on that so here let’s type in a keyword mail delivery and if i click get started okay so google’s going to give me some other keyword ideas and they’re going to give me what the average monthly searches are for that keyword they’re going to let me know the competition they’re going to give me a range in terms of how much i can expect to pay for that keyword so if i happen to click on that keyword i can add it to a plan and then once i’ve added to a plan then i can go ahead and look at that plan and measure what kind of volume i’m going to get and how much i can expect to pay so now once i’ve added my keyword to that plan i can go ahead and see how many clicks and impressions and costs and click the rate and average cost per click i can expect to spend so and this is based on a maximum cpc of two dollars so i can go ahead and adjust my plan accordingly if i want to in order to see basically how much i can expect to spend so that’s the whole idea behind the keyword planner in terms of choosing new keywords and once you choose keywords you’re interested in bidding on you can actually do a forecast to see exactly how much you can expect to spend how many clicks how many impressions you can expect to get and if you have conversions set up how many conversions you can expect to receive so that’s all part of google’s keyword plan that’s viewing forecast as well as choosing keywords so there are so many different tools and features within google ads we need a whole whole segment just on this so really i’m just gonna highlight some of the more important tools and features so i mentioned the keyword planner i mentioned the campaigns keywords and ads reports another thing i would look at in google ads again we mentioned this as one of our key defining why would we use it bullet point and that’s because of devices so we mentioned devices why would we use google ads reporting tool because we want to look at devices and we want to be able to see what devices are driving traffic from what campaign and then the cool thing about google ads is right in google eyes platform you can go ahead and do a bid adjustment so if i increase my bid adjustment for example on mobile phones then my particular ad in this particular campaign is going to show more than on computer so i can always decrease it for example do a bid adjustment on computer and that means i’m going to show my ads less so i can go ahead and do bit adjustments based on device that’s the cool thing of working right in google ads platform is you can make adjustments right here in the platform based on devices well you also have locations too so we mentioned that as one of the reasons why we want to use some of these tools and if i see a particular location i’m not interested in advertising well i can always select it and i can always just pause it or remove it so or i can change the bid adjustment on a location as well so i can make a lot of different changes right in the google ads platform for those seasoned in search advertising paid search advertising especially on google ads you can always use google ads editor all you need to do is just do a search for google ads editor you can download it so basically what google ads editor is it’s a it’s a tool it’s the software that you work your ca with your campaigns on locally so you’re making changes to your campaigns on your computer and basically when you’re done making changes you can always upload them to google ads to the account on google ads in the cloud so to speak so that’s the whole idea behind google ads editor it’s a great tool for you to use if you want to make household changes really quick for example i’m looking at an account with a bunch of campaigns so now if i click on one of those campaigns i could see the ad groups here okay so for example i just wanted to turn off all these ad groups i can just highlight them all and just click status enabled to pause and i can revert back if i want to okay so you can make household changes so here i could see the campaign the ad group level if i choose an ad group then i can see some key words and again i can make changes at nauseum here i can copy i can paste i can delete okay so i can make a lot of changes really quick right in google ads editor and that’s the whole point of editor is to go ahead and work locally while somebody else is working locally on the same account you could both be working simultaneously and being more efficient on getting things done in the campaign now if you are working with somebody else on the campaign you want to make sure that you get recent changes so if i say get recent changes to all campaigns what google editor is going to do is contact google ads in the cloud and download all those changes so here i can see the changes being download in editor from google ads and when it’s done it’s going to highlight all the changes that have been made and so once i’m done reviewing those changes i can go ahead and click done and now i know i have the recent latest changes in editor so now i can go ahead and continue to make some changes and when i’m done making changes i can go ahead and post them so that’s the beauty of google ads editor bing has a version facebook has a version it allows you to again go at the keyword level the ad group level okay you can look at ads itself and make changes to the ads okay you could do a lot of different things write an editor in fact you could do pretty much most of what you could do in google ads you can do in google ads editor and so that’s google ads editor to me i would recommend it if you’re experienced with google ads again it’s software you have to download it you’re going to use it on your computer as software but when you make changes all you need to do is post those changes or get recent changes that have been made on google ads and so that’s google editor ads editor in summary now let’s go back into google ads and talk about display advertising because display is a different network but the platform still the same and some of the same tools are available from the search network as well as for the display network right in google ads so if i want to take a look at a campaign and ad group on the display network i can just click on that ad group and i can look at the ads that are running for that particular ad group on the display network so here the difference being on the display network is you can use image ads on the search network you can only use text ads so here i can look at image ads and i can see how they’re performing in fact you could even go a step further and use responsive display ads so google has responsive display ads meaning it’s going to respond to what’s performing best okay and so now i can see clicks impressions click-through rate etc right on on my ads and extensions report in google ads platform now this happens to be retargeting campaign so if we click on audiences we’ll be able to see what audiences we’re targeting here okay so when this report loads when you run retargeting campaigns you’re targeting a specific audience and so we want to be able to see okay of the audiences we have set up what audience is performing best okay so here i can see a breakout by audience again i can see the same metrics i could see on the search side i could see clicks impressions click-through rate more importantly i want to be able to measure conversions okay so that’s the whole idea when you’re in these platforms and you’re paying for ads is you want to be able to measure against conversions and you can also measure against cost per conversion conversion rate okay so those are some key metrics to measure up against whether it’s audience keyword ad whatever the dimension is so here on the display network we can get a sense of demographics okay so unlike the search network the display network allows us to see demographic data and so now i could see an age breakout or an age range breakout that google provides us and i can see again based on the age range breakout which age range has the most clicks impressions etc including conversions so you also have the opportunity on the display network to add keywords you have the opportunity topics and you have the opportunity to see placements or run placements so here if i click on where ads have shown i can actually see where my ads have shown up for this display campaign and google ads allows you the ability to go ahead and you can exclude it from the ad group exclude a specific placement from a campaign so you could take action on a specific placement and i could see the type of placement whether it’s a mobile app whether it’s a site i can go ahead and see exactly where that placement was so that’s the placements report you have demographics you have audiences you have keywords you have all these different reports available to you on the google ads platform so before we jump over to social media paid search advertising i just want to remind you we do have you know a nice tutorial on google ads okay so take a look at the google ads tutorial we have set up on youtube okay if you search for google ads tutorial 2019 this is a good uh tutorial on everything related to google ads so check out this video because in today’s webinar we’re just mentioning tools across the board and if you are advertising on google ads as most people do then you could see just how powerful it is and all the different features that are available so take a look at the video it’s a nice complimentary video to this one this digital marketing tools and this will give you a nice and deeper insight into everything that’s available on google ads and if you have any tools or features on google ads whether it’s the search network or whether that’s the display network then feel free to comment below this video happy to hear your comments about what tools and reports and features you specifically use in google ads so let’s move into uh facebook ads manager and show you how the platform looks when you’re running ads on facebook so we can look at all the different tools and reports available here so here we can see if we’re in the facebook ads manager we could see our campaigns we could see our ad sets and we can see our ads so just like on google ads you have less side navigation so we can drill down so if we want to see ad sets for example we could just click on ad sets that are showing up in this particular account and here we can see we have two ad sets that are live so if i click on one of these ad sets i’ll be able to see an actual ad that’s running here and so for the actual ad that’s running i can then see the results of that ad and how it’s performing for example you know how many clicks it’s received what the reach is what the impressions are so impressions similar to google ads how many people are actually looking at the app and i can see the cost per click here at one dollar as an example and so now i can go in and i can go ahead and look at the ad performance and go ahead and change out that ad if it’s not performing to my expectation so if i click on more tools and then creatives i can just simply click on creators and then i can actually see the creators i actually have running for that campaign i selected so now i can see all the creatives that are running and i can see the results of those creatives so facebook ads manager also has uh reap different reporting so if i click on the reports pull down menu you can see here i could see some standard reports by add ad set age and gender and then i can see all reports here listed out by placement by placement and device time of day country etc so if we just look at age and gender we’ll be able to get a breakout age and gender here so you can see by campaign i’m looking at all campaigns here and i’m looking at just age and gender i can certainly deselect one of these and i can look at a specific time range so now i can see who’s looking at my ad specifically so here i could see 35 to 44 female i could see the reach impressions and how often they’re actually seeing my ad now this is key for facebook because if somebody’s seen your ad a lot they’re probably going to tune out to it so that’s what makes the frequency metric so important on facebook because then we can go ahead and you know turn off that particular age and gender if we needed to and we could see how much we spent so this just gives you some idea of the type of reporting that’s available in facebook ads manager now the great thing about facebook uh reporting in ads manager is you know i can group or ungroup uh my dimensions if i needed to i could change the view and arrange columns i can get rid of columns just as you would in google ads reporting very similar stature here so i have a lot of flexibility here on how i review the reports you know you got different metrics that you can pick and choose as well okay and you got lots of different flexibility when you’re looking at the reports on how your campaigns are performing now here i can pick and choose i can choose campaign ad set ads objective again i can choose different demographics so i have a lot of options available to me in terms of how i want to you know view the performance of my campaign view the performance of my ad set or my ad now remember if you’re in facebook you can always go in and edit the campaign you can edit the ad set remember in the ad set that’s where a lot of your decisions are going to be made including how you want to drive the traffic okay what your budget is okay you can basically choose your audience here so you’re going to be able to choose what type of campaign is going to be and based on the campaign you’re going to go ahead and choose the kind of audience you want to focus in on you’re going to be able to choose the location the age range the gender so all of this is going to be set up in the ad set or the campaign or the ad if you go ahead and edit it out remember you can do a b testing as well so you have a lot of different options and features available to you right in ads manager when you’re managing your paid search campaigns on facebook so if you want some more information about all the different features and tools and facebook ads manager check out the facebook ads tutorial 2019 uh webinar that we did earlier this year in addition you can also look at another one that we did on facebook called facebook advertising tips and strategies so that should give you some sense of everything related to facebook ads and how to take advantage of the facebook ads manager platform so if there’s anything on social that we may have missed or that you use feel free to add a comment below the video we’d love to hear your feedback okay let’s talk about some affiliate marketing tools let’s turn our attention affiliate marketing a lot of affiliate marketing platforms out there the number one probably is commission junction also known as cj they’re an affiliate platform they having a freemium model meaning you can have a free trial but basically you’re gonna have to move on and pay for the platform likewise for house offers you have volume you really when it comes to affiliate marketing a lot of platforms out there click inc hey when so a lot of these are brokers per se and when i say brokers like for example with cj you as a merchant or you as a publisher can get in touch with a merchant you as a merchant can get in touch with a publisher meaning cj helps bridge the gap between you finding somebody to build your network with okay so that’s what really affiliate marketing is and you really need a platform to kind of put it all together and it’s a lot a lot of affiliate marketing platforms we’re actually going to take a look at cj and go through some of the features in the platform here shortly but let’s just take a look at why we need these affiliate marketing tools well these affiliate marketing tools identify you know affiliates inflowers employees other advocates you want to partner with so again you could be on the merchant side you could be actually selling a product and you’re going to want somebody to help you sell that product somebody with a website who’s an influencer who drives a lot of traffic to their own site who you know does sell reputable brand etc so you need somebody to help you introduce you to these sites okay so cj and some of these other marketing platforms affiliate marketing platforms do that okay so these tools are there to do the introductions the brokering the relationship so the other benefit here is you can contract with affiliates and track the traffic and conversions well what do i mean by that well if you do use cj.com by no means am i only endorsing that platform there are plenty others out there but whatever platform you use you’re gonna want to be able to set up terms and conditions with that particular affiliate so you could set up with terms and conditions for say 10 off all sales as an example okay well you’re getting a platform that will help you broker that contract okay contract terms or program terms furthermore you’re gonna need a platform to help you track hey is this affiliate helping me drive traffic or is this affiliate driving traffic to my products and is this affiliate helping me sell so these platforms help you do just that okay so you can gain high website rankings with the help of your affiliate meaning that hey your affiliate can be promoting your product and if they’re promoting your product you have a chance to show up via paid search organic search off other websites so social so you have a lot of benefits to working with affiliate marketing in itself and the tools available will help you gain website rankings as one example we want to be able to track certain metrics okay so an affiliate marketing you have earnings per click epc as an example most platforms measure epc from a seven day period to a three month period okay you can also figure out what the actual cost per click is just like you do on say google search you can actually measure that in affiliate okay you want to eliminate fraudulent clicks impressions and conversions so any affiliate platform worth its weight is going to help you understand you know how many pressions and clicks and conversions you’re getting and help you manage that in terms of fraudulent clicks or hey if you’re getting a lot of impressions and no clicks that’s a problem too so these platforms are really built on helping you manage your relationship with the affiliate by offering up all sorts of reports and tools you know the other big benefit here to affiliate marketing tool is hey we can influence our customers throughout their buying journey so we could set up different promotions based on hey did somebody go to the website did somebody see our product does somebody click on our product did somebody go into the shopping cart with our product did somebody purchase our product so there’s all sorts of steps in the funnel so to speak and hey you can work with an affiliate a publisher to influence your customers throughout that purchasing funnel throughout that journey so let’s go ahead and log in here so when you log in like any other digital marketing tool any other platform you’re gonna have your own settings and whatnot so really the whole idea behind any affiliate marketing tool is really there to manage your publishers who do you want as a publisher who do you want selling your product you obviously want somebody who’s relevant somebody who’s going to be able to sell a product somebody who has a targeted audience that’s similar to yours okay so we go into cj.com we’re going to log in and here you can see a publisher’s link so we’re going to click on the publishers link and remember when you sign up publishers you have to have program terms and so if we click on publishers program terms we’re going to be able to see all the different program terms available so here we could see the different program turns we have set up for certain publishers so we just click on that we’ll be able to see that’s the default program term so remember you could set up your own program term for any publisher so as a best practice if you have publishers who are actually performing well who are selling your products maybe you want to offer them a little bit more on the commission side maybe you want to sweeten the deal maybe you know these guys these publishers get better program terms versus say other publishers who don’t and so here we can see the program terms basically you could see what the terms are the action and the different policies here so everything you need to do to manage that publisher in terms of payment is done under the program terms now if the program terms are met the publisher actually sells your products cj is the broker they’re the ones who are going to initiate the payment based on the program terms so be careful on the program terms you want to be able to set them appropriately cj has templates cj has some default program terms that you can use and offer up to different publishers so based on the program terms that’s how your publishers are going to get paid and so here you can have as many different program terms as you want there’s no limit here you want to be able to align and reward program terms again based on performance and so here we can see what publishers are under what program terms so again if your publisher is performing well sweeten the deal offer them a better program terms and so you can align publishers with different program terms and so that’s the whole the idea behind program terms is you want to be able to align publishers with that so when you sign up a publisher they’re going to get a line with a program term meaning what are they going to get paid for selling your product now if we want to manage by status instead of by program terms we could see all the different organizations we have in our network these are our publishers we’re the affiliate we’re the ones selling the product we want to know who’s selling who’s not selling and so we can look at all our publishers by program terms or by status okay so basically you can see here the term status whether it’s active or not earnings basically what they’ve sold over the last basically seven days or three months so you could look at basically how your publishers are performing just by clicking on manage by status here in cg.com so when you’re looking at reports in cj.com or really any other affiliate program you might see the acronym epc this stands for earnings per click actually it’s a little misleading it’s actually earnings per 100 clicks so basically cj calculates you know how much your publisher is actually making per click you know just like paid search we’re paying google x amount per click it’s the same thing here we can’t or these publishers can’t make any money if they don’t generate clicks so that’s why you have an epc model or metric so to speak so you can measure earnings per click cj does it over a seven day period and over a three month period so you could sort based on seven day or three month to see who’s earning the most per click in terms of publishers now you can select under publishers groups now you can group your publishers okay so if you have say a group of publishers in a specific region like the united states or india or if you’re just focused on the united states and say you have publishers in different states like texas california missouri arkansas well you can group those publishers into different groups and you can look at your different group names here so here we could see canada and so we have our publishers grouped into a group called canada why because they’re based in canada makes sense so you want to be able to organize your publishers because the whole idea behind affiliate marketing cj is you want to be able to get the best publishers available for your network and so as you get more publishers for your network you’ll be able to basically start grouping them where it makes sense now the example i gave you is by geography you could do by geography or you could do by publisher status meaning my best performing publishers go into a group if they’re in a group then they get aligned with a certain program term so you could group your publishers any way you want by status meaning they’re selling more these are our best performing publishers or by region or you know by promotion i mean how you group your publishers is totally up to you however take advantage of the option to create publisher groups because the whole idea again i’m going to repeat it is you want to get publishers you want to start building your base of publishers because the more publishers you have the more chance you are to sell your product remember if nobody clicks on your product then nobody’s going to buy your product so if you have publishers who are promoting your product for you then you have a good opportunity to sell it so the more publishers you have on board the better the opportunity so now once you have publishers you can start grouping these publishers accordingly to whatever makes sense it’s a business decision just know the options available in cj to group publishers let’s turn our attention to social media marketing tools social media always a great topic to talk about so we’re going to finish up all our digital marketing tools with social media we talked about seo paid competition affiliate email you know web analytics it’s just appropriate to finish up the social media because social media has so many tools available so many okay the first one i can think about here is hootsuite hootsuite is a great social media marketing tool to use okay it’s a freemium okay you can set up a free trial here you basically a base account and then uh you can use hootsuite to do a lot of things anything from setting up landing pages to actually publishing content to listening hootsuite to me is one of the most powerful social media marketing tools available you got buffer buffer is a paid version but you can actually set up a low cost or free account actually on buffer and then move to a paid account okay you got tweet decks been around a long time that is actually free and i would recommend tweetdeck and we’re going to take a look at that here in a couple minutes okay and then you got sprout social sprout social is another social marketing platform similar to hootsuite do a lot of reporting a lot of publishing you can a lot of listening and so we’re going to take a look at sprout chelsea today as well before we do that let’s go over why these tools are important to us from a social media perspective you’re pumping out a lot of content so you need to be able to smartly efficiently you know schedule and manage your post okay so you’re not just working likely with just one platform like facebook you’re probably on a number of different platforms depending on your business depending on your bandwidth depending on what you’re selling your products etc your audience obviously has a lot to do with it you know it could be instagram pinterest you want to be able to consolidate all that and manage it in one place and that’s what social media marketing tools do they allow you to manage everything in one place so if you could manage everything one place then these social media marketing platforms need to be able to make it easy for you to add and manage different accounts okay so a lot of them have the ability for you to add you know not just one twitter account but multiple twitter accounts and not just one social media platform but multiple social media platforms and a good social media marketing so worth its weight will help you monitor the results so monitor social media posts that help drive leads and sales in other words you’re going to have a lot of different metrics associated with each social media marketing platform okay which one is actually doing its job okay so you want to be able to easily manage these platforms applications and websites very efficiently okay so instead of having to log into each platform is log into one place get a sense of what’s been posted what the engagement is did they purchase etc and what you want to do is be able to individually customize every social media post across different platforms so it just makes it a lot easier to do that in the social media marketing tools okay you don’t want to send out a blanket message across different platforms you want to be able to go ahead and customize a post depending on what that post is depending on what the product is what time of day what target market what target audience so customization is a lot easier using these social media marketing tools you want to be able to engage with brand advocates so listening is a good thing with social media marketing tools using the listening functionality so you can actually see who is a brand advocate who’s not a brand advocate who’s an influencer who’s not an influencer and then of course you want to analyze the behavior of your audience and optimize individual posts on real-time data so if for example you post something using one of these social media marketing platforms and you see it go viral then you want to be able to react to that in real time so you’re going to be able to see that in real time on these social media marketing tools these platforms like sprout social and hootsuite and then you’re going to be able to react to that behavior and then of course monitoring website traffic and conversion rates that’s key we always want to monitor conversions based on our kpis our business goals so there are also a few important digital marketing tools that can help you in different ways okay so without further ado let’s jump in and take a look at what’s available in terms of social media marketing so just a quick reminder if you are running ads on facebook or you’re posting on facebook as an example or any platform in general that platform’s going to have its own metrics if you will so for example facebook has something called facebook insight so you’ll be able to actually see you know what’s been posted based on you know the last seven days in this example how many page views you’re getting engagements recent post so just to let you know yes you can go into any one of these platforms on its own and look at metrics just like you can do if you’re running facebook ads hey you can go right into facebook ads manager and view data there okay so the whole point here though on using a social media tool is that you can measure all that in one place so if we log into sprout social i can set up these accounts right into sprout social so i don’t have to log into twitter individually or facebook individually i can link them up all within sprout social and then i can go to reports just like i can with facebook insights and then once i’m in facebook excuse me once i’m in sprout social reporting then i can go ahead just like i can in facebook insights except it’s all right here for me i can jump into you know facebook and dig a little bit deeper as to what’s going on with my account so i don’t have to log into facebook directly i can see you know the impressions the engagement the clicks over a period of time i can see my audience growth i can see my publishing behavior how often my publishing i could see the top post individually i could see impressions by day you know a lot of this same material same information is already in facebook insights so if it’s available on facebook insights you know you’re definitely going to have it available in a tool like sprout social so you want to be able to just efficiently log in and jump from one platform to the other so here you know i can go to instagram you know and look at instagram data or i can look at twitter information so you want to be able to efficiently jump from one platform to the other using in this example sprout social now as i mentioned as part of one of the benefits of a social media tool is that you can publish content you want to be able to publish content because you want to be able to organize and schedule accordingly you don’t want to be submitting and publishing content right after one another okay you want to be able to spread it out efficiently and effectively and so here we could see you know we could publish and schedule content accordingly so all we have to do is click compose select a profile write whatever we need to do you can schedule it for tomorrow at a specific time and there you go voila scheduled so this is on twitter okay so you know we could choose another platform here it’s just that easy to schedule so you want to be able to schedule accordingly because again when you schedule something then you want to look at the behavior of it so it’s just as simple as going from publishing to reporting and then based on when something got published you could see the reaction of it and react to it so another thing here that i like about it’s about social hootsuite a lot of these other platforms do it really well you got listening tools so you can listen in on conversations that are being had for example uh mail delivery you know if we do mail delivery and twitter search we’ll be able to see what’s been tweeted about mail deliveries you know if that’s the business we’re in we can refine our search and choose a specific location or radius to hone in if we’re local okay so this is sprout social’s example of listening here let’s take a look at another example i’m in later.com so later very similar sprout social and that it does a lot of the same things you can actually schedule content on a particular platform and one thing i like about later here you can actually see it visually you can see a calendar and what’s been scheduled so i could see today i have scheduled something scheduled at 1 15 local time and again i have five profiles set up for this account so i can pick and choose the profile that i want to publish to so it just makes it that much easier and i can visually see it and that’s important so here i can click on media library so the one thing about later.com is that you know you have a library of images that potentially you can reuse so if i click on this image here okay i can get a sense of when it was used and i can view it on a calendar i can add label for it so that’s another benefit to later is that they have this media library here they have conversations so i can actually connect to a platform and listen in on conversations that are being had similar to the listening tool in sprout social and they have analytics so you can actually see right in later.com how your particular social media platform is performing so i can see it here over seven days i can see the number of followers have increased i can see the growth rate i can see the number of impressions that i’ve received okay so i want to be able to see how my particular platform’s performing over a period of time so i can look at reach a lot profile views website clicks okay so i can get a lot of good insights here right in the analytics platform later you can look at specific post performance so if we posted something i could see basically how many likes it received how many comments impressions the reach and then if i wanted to i can click on details and get more specific information on it engagement rate okay discovery actions comments saves etc so later.com goes into some nice detail about post performance they even have date on hashtags so if you use an hashtag you can actually see how many times the hashtags been used or saved how many impressions it’s received okay so they really go into some nice detail here about how your post and how your accounts are performing and here’s a tool i really like i’ve been using for a long time and that’s tweetdeck so what tweetdeck does is connect with your twitter account so you can see in a different visual so to speak of how your twitter account looks in terms of your feed here i can see this is my feed here okay i can see some notifications i can see specific messages then on this column i can see activity okay so i can add different columns here if i wanted to and basically by adding columns you could see i can look for what’s trending as an example so i’m going to add in a column that says trending and so now i can go in and see okay these are all the different things that are trending on twitter so you can actually add a column and pay attention to something really specific okay so for example search okay so right now i have men’s health but i could type in let’s just say world cup okay so i can see the you got the cricut world cup you got you know the soccer football world cup going on so you know we could pick a particular topic to follow if we wanted to so again here i’m following men’s health so i can now see you know everything that’s been posted on men’s health now if i click on for example one of these hashtags here that’s trending i can actually see who’s tagging or using that friday feeling in their tweets and so the whole idea behind you know tweetdeck it serves up a interesting overview so to speak of not only your account but you know a specific topic or what’s trending or you know other things that are being said so if you really want to pay attention to your brand or something really specific like you know your competitors or a specific product then you can just do a search on that and so that’s the great thing about tweak deck it allows you to kind of just look and listen in on everything going on in twitter now we do have a good video out here on youtube how to start social media marketing so if you haven’t had a chance to look at it take a look it goes over some of these tools that we cover today like sprout social later.com you know facebook insights so it does cover in more detail some of what we covered on these social media marketing tools so take a look at how to start social media marketing so we covered a lot of different marketing tools digital marketing tools everything from seo to email to social to paid to affiliate to competitor but there’s also a few other digital marketing tools that you can use in different ways like video seo for example so vid iq you know we want to use vid iq to get a good sense of how particular video is performing so here if we go into youtube you can see vid iq is a browser extension or browser a plug-in if you will so i can go and take a look at a specific a specific video and see how many hours it’s been watched how many views minutes watch subscribers etc you know the great thing here i can look at the entire entire account so i can get good insights into my video or my entire account here just by adding in the vid iq extension into my chrome browser so vid iq actually does give you some really really good insights into not only your account but the video and so recommend vid iq because it’s good for video seo okay there’s also tools related to content optimization so you know if you’re doing seo and you have a lot of content on your site well you know what we want to be able to use a tool maybe a third-party tool to give some objective reasoning as to what more we can be doing so you got tools like seo site checkup or site analyzer these are pay tools but you know if you’re really heavily invested in seo then they may pay dividends for you you want to be able to make sure your content is fully optimized to the fullest according to you know google’s algorithms and so you maybe you know want to invest in that third-party tool so these are good tools to use for content optimization you know there’s also other key reddit but you know there’s keyboard planner uh in google there’s also a word stream there’s a lot of different keyword tools out there so you may not have a google ads platform and so if you don’t have google ads then you may not be able to gain access to google’s keyword planner so having a third party keyword tool will pay dividends well because those dividends pay off in the form of not only pay-per-click but also seo and if you’re heavily invested in content heavily invested in social then you may want to take a look at the keyword tool keyword it and it’s primarily used for reddit we talk about page load time so we looked at that in google analytics we know that it heavily impacts seo so there are other tools available you got a third party tool here that’s free solarwinds pingdom you actually have page speed insights by google so these are free tools that you could take advantage of in determining how you can improve your page load time my favorite topic conversion rate optimization so you got a couple in here crazy egg and target okay so i’m gonna show you another tool called hot jar so here if you log into hotshot.com you can set up an account it’s actually free and with the free account you can have hotjar measure the heat map not only the heat map but the click mapping the scrolling of a particular page and so here you can see we’re looking at a particular page here so hotjar allows me to you know see on that page where people are clicking um i can also see where people are moving i can also see you know the scrolling of a particular page okay so you can see here on the page i could see people are moving over here to the right that’s where they’re clicking mostly if i switch over to move mode then i can see on that particular page where people are actually moving their mouse and then i have my scroll analysis so i could see you know how far down people actually scroll on the page and so again with a paid account you can measure up to 10 000 page views with the free version you can measure up to 2 000 pages and so 2 000 page use allows you to get some insight as to what people are clicking on or where they’re moving or how they’re scrolling on a particular page and so i definitely recommend hot jar they also do funneling they also do forms polls lots of other tools available in hotjar so hotjar.com is a tool i would recommend as well so one final tool and i’d be remiss if i didn’t mention it and that’s google optimized so google optimize is a google platform that allows you to a b test and so a b testing means that you have an original page and you’re changing one element on that page to see which one performs better and so with google optimize it’s just very easy to set up to run and the whole point of google optimize and a b testing is to improve website performance so here you can see i have an account set up and optimized you can see we’re running one test here and we’re just testing one element versus the original so we move photos to the top of the page the original didn’t have the photos to the top of the page and so we can go into reporting here google optimize does all the heavy lifting and so here you can see we can look at bounces or we can look at you know basically a measure the test up against the metric that’s important to our business and again the whole point is to improve website performance and so definitely take a look at google optimize we’ll have another webinar in the future on the topic but you know to me google optimize is free you can run up to five tests okay and if you can run up to five different tests and that means you have the ability to really improve website performance okay so google optimize is a tool that i would recommend today we’re going to talk about why you would want to rank using seo and seo is search engine optimization also known as organic search you also may as hear us say organic listings where we’re going to talk a little bit about why you’d want to rank your website in organic search okay what is search engine optimization then we’re going to follow that up with how does google rank websites so why does it rank one website over another and how do we get our website to rank number one then we’re going to talk about the different types of seo or search engine optimization techniques so you can get your website ranked number one and then we’re gonna finish that off with the do’s and don’ts of seo so let’s get right to it and talk about why seo so we’re gonna use a basic example and let’s just say you have a blog you’re a food blogger you’re passionate about food and your niche is ice cream and let’s just say you have a lot of ice cream recipes you want to get traffic to your blog you want people to read your blog and you’re curious why am i not ranking for my blog why when people type in ice cream recipes and say google my blog posts don’t appear at the top of organic rankings and there’s a number of reasons why you wouldn’t be ranked for your blog post or your ice cream recipes and the main reason would be your competitors so there could be somebody else out there who is also passionate about ice cream and has been blogging a longer longer than you when they have more content and more blog posts and more pages for google to rank so that’s usually the number one reason the other reason is improper usage of keywords and we’re going to talk a little bit or it’s actually a lot more about you know keyword usage in your content so what kind of keywords do you want to rank for that’s really what we’re talking about when we talk about usage of keywords what keywords do you want to rank for and how do we work those keywords into the content another reason is port link building practices and really that means our other blog posts or other websites linking to you also are you linking to other pages on your website and so it’s all about link building and with link building it’s internal linking so are we linking from one blog post to another and it’s external linking are other websites of high quality linking to us and so that’s what we talk about when we talk about link building and then another reason is web page load time so you could be running your blog post on say wordpress for example and your blog post isn’t loading fast enough well if you look at it this way think about it if you’re google would you really want to rank a website or blog post in this example number one on google rankings if that particular page loaded very slow no you wouldn’t because when somebody clicked on that link in organic search and went to your website they’re going to have a bad experience because the page is going to load slow so google doesn’t want their users to have a bad experience you don’t want your users to have a bad experience and so that’s why web page load time is a critical factor for ranking so we need to make sure that our web pages load fast and then your user experience is not good enough so google again based on my example about the web page load time google wants people to have a good experience when they go from their search engine to your website and there’s a lot at play there specifically web page load time but also you know google doesn’t want any spam content google doesn’t want any pop-ups or overbearing ads on the web page they want people to are searching for something in particular let’s just say ice cream recipes and they want to find a relevant website that has ice cream recipes they want to be able to click on that link and read some good content about ice cream recipes it’s that simple and that’s really what google’s trying to create in their environment and that’s you as an end user as a website owner you want your users to have a good experience and then last but not least your website is de-indexed by mistake and really what we mean is the indexed is google needs to be able to index all the pages on your website so if you have a blog with a hundred recipes you want google to have access to all 100 recipes so we’re going to talk a little bit later about how to get your pages ranked or indexed on google organic search so let’s move on to what is seo so sticking with our ice cream blog theme really seo search engine optimization really is the practice of increasing your pages that google has indexed up the rankings so the end result is we want all our pages to be ranked number one for particular keywords so if you want to be ranked for ice cream recipes well there’s certain things you need to do so that’s generally how it works we need to apply search engine optimization to increase a page for keyword we want to be found for so let me give you an example so let’s just say there’s a hundred students that participated in an essay competition and so the competition in this particular case is evaluated on the basis of is the content relevant are they using suitable titles for their essay do they have structure when they’re participating in this essay or talking about the essay and do they have a suitable synopsis and is the content neat and readable these seem all logical for an essay competition well guess what they seem logical for seo because that’s exactly how seo works it’s exactly all those points i just made mention about structure logic readability organization title all those things are what’s important in seo and so we need relevant content we need titles for our pages google needs to be able to see structure we need to have synopsis of what the page is about and that’s called a meta description and then again the content needs to be readable and that’s important and so in order to be readable again we’re going to talk more about site speed because site speed’s important okay and when we talk about responsive design when i say response to design that means your site your page needs a load both on desktop and also on mobile and so all these things are important just like an essay competition google is the judge and they need to be able to determine what page is best to rank number one number two number three etc on google search and then link building remember i mentioned link building a moment ago well link building internally and externally also plays a vital role and so we’re going to talk about that a little bit later in the class when we talk about off-page seo how does google rank website and basically google follows three basic steps to rank a website they need to crawl your website they need to take what they call back to their servers and when they take it back to their servers your web pages they need to you have them available for indexing so when somebody actually types in a keyword into google.com it’ll be available to be found on organic search so that’s what indexing is all about and then google’s job when somebody does type in a search query is to basically rank the those pages that they’ve indexed from number one to infinity depending on how many pages are relevant to that search query so really it’s about crawling indexing and ranking so crawling is simply a process done by which google has bots and what these bots do is they go to your web server and they’re going to crawl every page that they can find and how do they find these pages well they basically follow links you might have heard the term spydering but that’s what they call search engine spidering so basically what google’s doing is they’re building a web so to speak all the links that they’re following and so when they can follow all these links on your website they’re going to be able to crawl them and when they crawl them basically they’re going to take that content and store it on their servers so it’s available in their index so based on this method google finds out which websites have relevant content and which ones don’t based on certain keywords that are typed into google because if they can’t crawl your website you’re not going to be found and if you can’t be found they’re not going to show up for relevant keywords so we need to make sure your site’s available to be crawled and we’ll talk about that a little bit later okay but let’s show you an example so let’s just go to google search and if i type in the keyword simply learn okay i could see i have one million ten thousand results okay and that’s how many results are showing up for simply learn okay now they may not all be simply learned pages but nonetheless simply learned is ranked number one here organically and there are 1 million 10 000 pages related to the keyword simply learn now when it comes to organic search we don’t want to get it confused with paid search so anytime you see paid search you’re going to see something that says add next to it okay so we could see that there are paid ads here but when it comes to organic search those are generally below paid ads and so that’s where google counts the 1 million 10 000 results and so that’s the whole idea behind crawling and indexing google is able to cross simply learn’s website and based on all the pages that they gather they’re going to make those pages available in organic search so if you type in a keyword and your web page is not available for indexing then you’re never going to show up for that keyword so that’s why it’s important to make sure your website is available for crawling and indexing and so when a user types a query on search google search the most relevant websites that are in google’s index are going appear in the search results so in the example i gave was simply learn well simply learn is the brand name of the company simply learn

so there’s a lot of relevancy there so that’s why you see simply learn show up here organically number one like we mentioned about what is seo and why seo we talked about that user experience so there’s a lot of factors that go into ranking relevancy being one of them so in the simply learn example simply learn is relevant to a lot of the simply learned pages because that’s who they are simply learn however simply learn also needs to make sure that you know for their pages the page load time is fast meaning these pages load very fast for the end user and google also takes into account other factors like how long someone is staying on a website or are they bouncing meaning are they going to one page that they land on and then leaving the website okay and so the user experience is very very important there are other factors also like language and location and so for example location if you do a search say in india the results are going to be a little bit different than say the results in the united states why because google is indexing as many web pages as they can find so if somebody’s doing a search in india their results may be a little bit different than the results show up in the us because google has different bots and these bots are crawling different pages at different times and so google’s index is updating continuously but it’s not real time syncing so if you do a search in india you may not see exactly the same thing because both search engines the google and india and the google in the us are may not be exactly synced up so an example would be you know if you’re looking for cafe so if you search a cafe and say san francisco you’re going to see different results now if you do a search for cafes in mumbai you’re going to see different results there’s going to be local search here at the top there may be some paid search but again you may see different results because one location but two google search engines in india and united states google.com aren’t exactly synced up exactly at the same exact time you do that search so location is important language is important and relevancy is important along with user experience so all those are important factors in how google ranks websites okay so we’re going to talk about the types of seo now so if we want to rank for a particular keyword on google we’re going to have to apply search engine optimization and so there’s two strategies to search engine optimization on-page seo and off-page seo so first we’re going to talk about on-page seo so on-page seo is nothing more than optimizing your own website and so when we say optimizing your own website there’s certain elements on your website and on your web pages that we need to take into account and so some of those elements are headers meta descriptions title tags linking so all of those elements are something we can control as an end user who wants to rank our web page and our website on google and before we do anything with our website the first thing we need to do is understand what keywords we want to rank for in order to understand what keywords we want to rank for we need to do keyword research and if you do anything in seo keyword research is the most important activity that’s the most important thing you can do for seo and why do i say it’s the most important because you need to understand if you choose a keyword that you want to rank for you need to understand how much traffic you’re going to get from that keyword if you’re ranked organically say number one on google so how much traffic will you get if you’re ranked number one on google so you need to understand what the volume is and then number two we need to understand what the competition is for that keyword that you want to rank for so if you choose a keyword and there’s not much competition for it then chances are you can rank for that keyword for a web page on your website quicker than say a keyword that has a lot of competition so we need to understand those two basic factors volume and competition before we choose a keyword and it’s it’s simply the practice of going through the motions of getting your volume and getting your competition data so you can choose the keywords you want and then once you choose the keywords you want then you can go and apply on page seo you can change the title tag the meta descriptions the headers all those elements can be changed but first you need to choose your keywords and so again the primary components we’re looking for are how much traffic you can get or the search volume how much competition there is for that keyword and of course relevancy okay you need to be able to choose a keyword that’s relevant to the web page you’re trying to rank for and so let me show you example how to go through this so the first thing we want to do is we want to use a tool and the tool i would recommend is google keyword planner and why do i choose google keyword planner because if we’re trying to rank on google.com or google search engine we want to be able to get the data right from the source so google’s going to be able to give us information about how much volume a keyword has and how much competition it has so let me show you an example so if i want to use google’s keyword planner and i want to rank for the keyword how to become a digital marketing specialist then i’m going to type that keyword into google’s keyword planner and what google is going to do is they’re going to give me some trends about how much volume this particular keyword gets over the course of a year and so for that particular keyword i can see that there are trends that that appear for both desktop and mobile so mobile is important because people start their search process a lot of times on their mobile device so we want to be able to get data from mobile as well as desktop and so we could see a trend here that for each particular month over the last 12 months we can see how much volume this particular keyword how to become a digital marketing specialist gets per month and so on average on average over the past 12 months i could see how to become a digital marketing specialist is averages 30 searches a month and this is on google.com and so google gives us the volume what they also give us is the competition and so here i can see google says for that particular keyword the competition is medium and so in the google’s keyword planner what they also do is give me other relevant keywords that i might think about optimizing for because you don’t want to optimize for just one keyword so how to become a digital marketing specialist they’re going to also offer up other types of keywords that are relevant so just digital marketing specialist social media marketing specialist so for those keywords i can see the volume so for example digital marketing specialist i can see the average volume is 1 000 per month on average of the last 12 months i can also see the competition is medium but for some other keywords i can see the search volume being high like digital marketing course at 2 900 per month but also the competition is high and so what i would recommend as a best practice is to collect all your relevant keywords okay and put all your relevant keywords in a spreadsheet and when you put all these relevant keywords in a spreadsheet you want to get the data on those keywords and the data i’m referring to is the volume and competition so in this case we have volume from google planner google’s keyword planner and i have competition from google’s keyword planner and so if i go into a spreadsheet and i put all that information in here i’m going to be able to see the volume and competition and so that’s important however one thing to note here is that google’s keyword planner if we go back just gives us low medium and high and if i want to compare numbers to numbers maybe i want to be able to get exactly the competition number for the keyword how to become a digital marketing specialist what i can do is go into google and i can type in that keyword so if i type in the keyword how to become a digital marketing specialist i can see there’s 76 million results so i could see 76 million results 76.1 actually and for the keyword how to become a digital marketing specialist now that’s a whole lot of results for this particular keyword especially when the volume is only 30 uh per month on average and so what i want to do is get a more clear picture of the competition and so what you could actually do is type in the syntax all in title and then colon and then your keyword how to become a digital marketing specialist and when i do that i get a different result here i can see only 136 listings for how to become a digital marketing specialist but that’s not just 136 that’s 136 with that particular keyword that we want to rank for in the title tag okay so the title tag is what you see when you type in a keyword or search query in google search and the title tag is what you see at the top of every search result and so now i can see i typed in how to become a digital marketing specialist with the all in title syntax and now i can see every listing every one of these 136 results have that particular keyword in it so i could see every one of them how to become a digital marketing specialist and why is that important because now that tells me i only need to climb over 136 listings to rank for that keyword how to become a digital marketing specialist and so the idea here is you want to get your volume from google’s keyword planner but you want to get your competition from google search and again that’s simply typing in the the syntax call and title and then your keyword in this example how to become a digital marketing specialist once you get those two numbers you’re going to plug them in to your spreadsheet and then once you do that for number of different keyword queries and these keyword queries again have to be relevant once you do that then you can go in and pick the keywords you want to optimize for and that’s important because again if you’re not sure about a keyword then you want to do the keyword research so you can be sure of how much traffic you can get and how much competition there is those are two important three important factors in starting the process for on-page seo so again you want to create content for say a keyword like digital marketing but digital marketing may seem a little bit broad so you want to probably stay away from broader keywords because broader keywords tend to have a lot of volume which is great but they may also tend to have a lot of competition but that’s the whole point of doing the keyword research maybe it doesn’t maybe there’s more volume than competition that’s what you need to find out when you do the keyword research you need to find those keywords that are relevant to your content that have a lot of volume and low competition and then once we identify those keywords then we are free to go in and start optimizing our web pages for those keywords and the first place we want to start is the title tag so if you remember my example going back here to our search how to become a digital marketing specialist we saw that every one of these listings had that keyword in the title tag and the title tag is important because that’s what users who use google search see first when they type in a query and get results so they’re going to see the title tag so the title tag is the most important element for on-page seo it’s the most important factor because that’s what people see and so ideally when we choose our keyword we want to make sure that keyword is in the title tag because that’s what shows up in google search and that’s what makes that particular web page relevant for that keyword query so the idea behind a title tag it’s between 50 and 60 characters and so we want to make sure we stay within that limit no more than 60 characters because what happens if it’s beyond that then google will truncate the title tag so if i go back to my search you can see here on this particular title tag google truncated it meaning they added the ellipses after the title tag because it exceeded the 60 character limit so you want to stay within those character counts and so the title tag is the first place you should start when optimizing your website because when we have the right keyword in the title tag and somebody types in that keyword then chances are it’s going to be relevant they’re going to see it and they’re going to click through to your website and that’s the whole idea behind ranking we want to get clicks so that’s how the title tag appears so when you optimize it you’re going to update the title tag and this is how it shows up it’s going to show up at the top of your listing okay and it’s going to be bigger and bolder than anything else google displays so the second thing you want to optimize is the meta description and the meta description is simply just a brief description up to 155 i would say about 155 to 60 160 characters but probably no more than that and so the meta description is nothing more than a summary of the web page itself so if i go back to my google search results i see my title tag and i see the page that this particular listing belongs to and underneath that is where i can see my meta description so in this particular keyword query how to become a digital marketing specialist i see the meta description an ultimate guide on how to build a career in digital marketing and the skills required to become a digital marketing specialist note that it’s a well-written meta description within 155 characters and it includes the keyword digital marketing specialist so we’re trying to rank for how to become a digital marketing specialist and here you can see become a digital marketing specialist so there’s a lot of relevancy between not only the title tag and the keyword but the meta description in the keyword so when you’re optimizing a keyword you want to start with the title tag but you also want to update the meta description because if you don’t update the meta description and you leave the meta description blank then you’re leaving it to google to add in copy that they deem relevant and so for on-page seo we want to take control of the copy and we want to optimize it for the keywords we want to be found for so the meta description is a powerful tool at our disposal it gives us more characters to work with it gives us more to talk about so for that particular page and so if the title tag is only 60 characters maximum it’s not a lot of information to try and get somebody to click so the meta description helps us in identifying what that page is about in order to get the click so the two working in tandem will hopefully increase your click-through rates so when you’re found organically we want to get the click and then the third element that’s important is the url and url stands for uniform resource locator and why is the url so important because that’s what people see so if i go back to my search result how to become a digital marketing specialist notice that the url also includes how to become a digital marketing specialist article okay so it’s very relevant the url is very relevant one we can see it in the search results but two you know it’s relevant to the keyword query and that’s important for the end user and google google wants to know hey is this the page that’s relevant to the user’s query and if it is then this user is likely going to have a good x user experience after they click on the listing so the url is an element that helps not only with the click-through rate but with ranking and having a poor url structure doesn’t help at all because not only does google not recognize the url as being relevant but the end user may not want to click on that page given the the way the url looks so you want to try and avoid a poor url structure so the rule of thumb is this if you don’t understand what the url is then google is likely not going to understand what the url is and so we want to try and keep our url structures clean and when i say clean ideally you want to make sure that whatever keywords you’re trying to optimize that’s the keyword that’s included in the url nothing included that is not understandable so again going back to our example how to become a digital marketing specialist it’s very clean the title tag is the keyword the meta description is cleanly written has the keyword and then the url is the other element that the end user can see and that url includes the keyword in it so after we’ve done those three elements the title tag the meta description and the url then we want to start optimizing the page itself so ideally when we say optimize the page itself the page remember needs to be structured and when we say structured it needs to be structured in terms of you know headers and subheaders and organized in a manner in which the end user can read the article read the content clearly and concisely without being confused and so that’s the job of headers they add they add basically an organizational structure to the content and with headers there’s a hierarchy so you have anywhere from h1 which is the top of the hierarchy to an h6 and so you’re free to use any one of those headers when building out a page in order to organize the content but ideally you probably want to stick with an h1 or an h2 because those are at the top of the hierarchy and what those do is they actually stress to google that hey this header with this particular keyword in it is important so if you use an h6 with the keyword in it it’s telling google hey this is an h6 but it’s not as important so an h1 and an h2 tag show importance and so let’s look at an example of what that is so here you can see an h1 is going to be at the top of the hierarchy so that means it’s going to be bigger and bolder then you have an h2 which is going to be bigger and bolder than an h3 but not as big and bold as an h2 so with headers not only are you organizing the content accordingly but you’re also signaling to google how important that particular header is and of course the header needs to include the keyword we’re trying to rank for so let’s take a look again at that example so if we go to how to become a digital marketing specialist if i click on that page i can look at the content and i can see that there are headers in here so the headers are there to organize the content and that’s what we want we want to be able to organize the content and if you look at the other example i’m showing here how to become a digital marketing specialist learning path explored you can see that’s an h1 but below it’s a subheader the growing digital marketing job market so that’s an h2 and so we’re not stressing to google that that’s more important than h1 but nonetheless we’re stressing at google that it’s important nonetheless so we want to be able to use headers we want to be able to use keywords in our headers in order to stress to google what’s important and also to organize the content because google likes content organized okay the next element we want to focus on is internal linking and so internal linking if you remember earlier in the presentation is basically links from one page on your website to another and so here we can see on this particular article how to become a digital marketing specialist there’s also links to other pages on simply learn’s website and so for this particular content it also links to seo specialist ppc specialist social media marketing specialist and digital marketing specialist so the whole idea behind internal linking is to link from one page to another where it’s relevant and in this case it’s relevant because we’re talking about how to become a digital marketing specialist that’s what the whole content is about and so what simply learns doing here is offering up other pages on their website that are relevant to becoming a digital marketing specialist and so this is a best practice when you’re optimizing a web page so you want to be able to have internal linking on your site and the whole idea behind internal linking is it also allows users to navigate through the site naturally so when i say naturally they don’t always have to refer back to the top navigation they can naturally and seamlessly go from one relevant article or page to another and so that’s the whole idea behind link building and internal link building it allows google to identify you know pages that they want to crawl and index because they’re linked to one another but it also helps the end user because it allows the end user to go from one page to another and it’s signaling to google hey this particular page is linked to this page so we’re going to also index that page and so that’s the whole important part of internal linking it’s about the end user experience and it’s about allowing google to find the pages on your website so they can crawl them and index them so you can be ranked for them and so also in addition to internal linking we want to be able to use natural language and so what do i mean by natural language or natural language processing so what google does is in terms of natural language processing they’re looking for the content and the keyword it needs to be relevant so when your website is about digital marketing you don’t necessarily want to rank or try to rank for the keyword digital marketing one it’s too broad two there might be some competition but three you’re probably not going to write something as broad like digital marketing so ideally what you want to do is you want to choose other relevant related keywords that’s going to be more natural and so that’s what we mean on natural language processing we want to choose keywords that are more natural to the content you’re writing so instead of the keyword digital marketing maybe we want to talk about the types of digital marketing or digital marketing examples or what is a digital marketing strategy or how to become a digital marketing specialist so those are all relevant keywords to digital marketing and more relevant to the content because if you try to rank for the keyword digital marketing again it’s probably going to be a little bit broad probably more competition and not as relevant to your content and as a result probably not a good user experience so think about some other keywords that you could optimize and rank for and that goes back to the keyword research that’s why the keyword research is so important because it allows us to identify other key words in the natural language process what keywords are more relevant for the content and then another element on page seo is the sitemap and so with the sitemap it’s basically a list of all the pages on your website and the whole idea of listing all the pages on your website in one document is it helps both users and search engines understand the structure of your website so there do two types of sitemaps one is an html map and that’s designed for humans so if you have a website with a lot of content at the footer or the bottom of your web page you probably want to have a link to sitemap so if somebody clicks on that site map they’re going to be able to see all the pages on your website structured in an organized manner well an xml sitemap and xml is just a different format it’s designed for crawlers and so the whole idea remember is google likes to crawl content when they crawl content they bring it back to their servers and index it and so we want to be able to create a site map for google or other search engine crawlers and so xml is the format so let me show you example of how that looks so if i go to simplylearn.com and simply type in say sitemap.xml just as an example i’m going to get this particular page and this particular page displays two xml sitemaps so these sitemaps are there for google to go ahead and crawl and nothing more than a list of all the pages on your website and so this is a quick and easy way for google to get a hold of all those pages so that they can index them and that’s the whole idea behind seo you want to be able to have google index all the content you want to be found for for the keywords you want to be found for so it all starts with the sitemap so let’s go from on-page seo which in recap is basically optimizing certain elements on your website so that you are relevant for a particular keyword and that meant updating the title tag the meta description the url the headers choosing the right keywords to put into the content having internal linking and also updating the sitemap well those are elements that you can do on your website so we’re gonna switch gears and talk about a different strategy off page seo because without on page or off page you can’t have a page ranking so the two work together so you can do as much as you want on on page but you still need off page seo and you could do all the off page seo you want but you still need on page so both of these strategies have to be in full effect in order for you to rank so let’s now switch gears to off page seo and so off-page seo is simply the process of linking or promoting your website using link building and so if you remember i talked about this earlier on there’s two types of links internal and external linking and so for on-page seo we used internal linking for off-page seo we’re going to talk about external linking and external linking allows us to improve our website’s recognition or relevancy or credibility and why do we want to improve our relevancy and credibility and trustworthiness and authority because we want google to know that our web page is trustworthy it is recognized by other websites and it is relevant for a particular keyword and so if we can do that using off page seo methods then google’s going to rank our web page for the keyword we want to be found for so it’s really off page seo is synonymous with link building and there’s plenty of opportunities to do link building it just comes down to creating a strategy so again some of the benefits to off page well we talked about you know being credible and trustworthiness and relevant we need to do that in order to rank but there’s some other benefits there so if we have a link on another credible website then it’s likely going to increase the traffic to our own website it also creates high domain authority and so what i mean by high domain authority is if we have basically links to other web pages pointing back to us then basically our domain authority is going to improve and when our domain authority improves other websites are going to want to link to us so the higher authoritative we are for our website then other web pages are going to want to link to us and so the more external linking we have the higher the domain authority so it all starts with linking to other high domain authority websites so linking to a high domain authority website for example having a link on wikipedia that points back to our web page creates high domain authority for us and it helps drive traffic so some of the other benefits of off-page seo are credibility so if we’re linking from wikipedia to our web page it does create credibility for us it also helps us increase our page rank so remember that external linking helps build domain authority helps build credibility trustworthiness and it’s going to in turn help us rank for that particular page and then certainly not last having a good off-page seo link building strategy increases our brand awareness because if we’re on other high authority websites wikipedia or say a social platform it’s going to increase our brand awareness and increasing our brand awareness increases our trustworthiness and so if somebody is looking to say become a digital marketing specialist then likely instead of typing in digital marketing specialists on google they may type in our brand name in this case simply learn and so these are all the benefits to off-page seo so it’s nothing more than having links on other websites that are pointing back to ours and again there’s lots of benefits its drives helps drive traffic and increases our authority so those are things that we want to take advantage of when we want to rank and the key behind off off-page seo or link building is always going to be content so from an on-page seo perspective having quality content allows that content to be optimized for relevant keyword and ranked but also from an off-page seo strategy having high quality content allows us to have other sites and it doesn’t necessarily have to be a website it could be a social platform or can be another blogging platform or blogging website link back to ours why because the content is original it’s natural it’s well structured it reads well and so that’s the whole idea behind off page you can’t have links on other websites if you don’t have quality content so one of the ideas behind off-page seo is not only do you want to create good content but you probably want to spend a lot of time or a bit of time on others websites so remember the example i used earlier in this presentation about having an ice cream blog and ice cream recipes well it probably wouldn’t be a bad idea to say spend some time on other blogs related to desserts related to cakes related to food in general related to vegetables or other items that people could link from so the whole idea is understanding who else is out there who has relevant content that you could share so you can share your content with them they can share their content with you and generally that’s how it works naturally anyway in the web sphere if somebody likes your content they’re going to link to it they don’t necessarily have to wait for you to ask them but it might not be a bad idea to understand who else is out there that has content similar to yours so that you can you know get a link on that particular website or blog post and so some other ideas behind having external links pointing back to your website is social media so social media is not just facebook or twitter but it expands beyond that there’s there’s core there’s medium there’s all sorts of content generated websites like reddit so the list goes on and on you just need to find what’s relevant for your content if it’s relevant for your content then it’s worth putting or trying to get the external link on that social media platform and then again going back to my ice cream blog recipes blog post yeah if you find a particular blog that you want to have an external link on there’s nothing wrong with reaching out to that particular blogger you know in some cases very flattering but in other cases if the content is relevant then why not it’s only going to help your end user experience if you add somebody who has a say a blog about cakes having their link on your blog post so there’s nothing wrong with it because it also adds to the user experience and if you’re going to ask somebody to put an external link on theirs you might want to be open-minded and make sure that you’re are able and willing to put an external link on your blog post or website pointing to their content that’s how the web works especially if the contents are quality relevant and of good nature okay so let’s move on and finish up with the do’s and don’ts of seo so we talked a lot about why seo what is seo you know how do we rank for seo what is on page seo what is off page seo and so let’s just wrap up with some of the things you again want to do to rank your page for a particular keyword and some of the things you don’t want to do so the first thing on the list is optimize for white hat techniques and what i mean for opting in for white hat techniques is basically everything i just mentioned today you want to do keyword research you want to choose a natural language processing form format so you could choose keywords that are going to be relevant natural to the content and you don’t want to opt for black cat techniques and black hat techniques are probably not even worth going into detail but one example is choosing a keyword arbitrarily like say digital marketing and just stuffing that keyword into the content so that’s probably not something you want to do because again it’s not going to be good for the end user so stay away from black hat and focus on some of the techniques we talked about in today’s presentation the other do we want to do is get backlinks from relevant sites so that’s off-page seo again it’s what i mentioned earlier it’s about linking your quality content to another person’s website that also has quality content we don’t want to have a backlink from an irrelevant site why because it’s not going to be relevant and it’s also going to hurt our authority because if it’s on a site that’s not of good quality then google is going to look at us and say well this site is linking to your site but it’s not relevant so therefore you know we’re not going to look at you in the same way as if you were on a quality website we do want to use our keywords naturally because title tags are what people see first on organic search but you don’t want to use the same title tag on every page of your website so we want to stay away from doing that so you want to have a unique title tag for every web page on your website and ideally what does that mean that means using our keyword research to choose one or two keywords for page and optimizing your web page for those one to two keywords so you ideally what you want to do is have one or two different keywords for every page on your website we definitely definitely definitely want to write engaging content so the content should be engaging remember user experience we want users to stay on our website we want them to enjoy the content that they’re reading and we want them to go from one page to another naturally we definitely don’t want to leverage or plagiarize or just copy content from others websites because it’s not one probably going to be relevant to what you’re writing about two it’s duplicate content and it’s somebody else’s so that’s a black cat technique we want to stay away from i can’t emphasize this enough we need to do keyword research first before you do anything else you need to find relevant keywords and not only that you need to understand the volume and the competition for each of those keywords okay you don’t want to choose a keyword that has low volume high competition you want to choose a keyword that has high volume low competition but above all you want to choose keywords that are relevant to your content we want to avoid keyword stuffing so don’t take a keyword and just stuff it everywhere on the page it’s not going to be natural and google’s going to be able to pick up on that so we want to maintain some level of quality with our content and quality with the keywords that we choose so reminder when you have quality content it’s always going to link internally to another page on your website with quality content but it’s got to be natural and don’t just build site-wide backlinks meaning don’t just have an internal link to the home page or don’t have every page on your website linking to just one page so internal linking should be natural naturally linking from one page to another not only does it help google understand and crawl all the web pages on your website but it’s good for the end user it’s good user experience and certainly last but something i didn’t talk about it does take time to rank your content so remember the process you’re going to write your content you’re going to choose keywords you’re going to change the elements on that page for those keywords and all the while you’re going to make sure google can crawl that content and when they crawl they’re going to index it the process takes time especially if you choose a keyword that’s competitive so just be patient if you have quality content and you’ve optimized for on-page seo and off-page seo then you will rank for that keyword and then make sure your website’s user friendly and mobile friendly so we talked about responsive content earlier so remember most users today start the process of search on mobile so we want to make sure your websites are mobile friendly search engine optimization starts with the keyword because we want to be found for relevant keywords and so the first step and search engine optimization is always going to be keyword research so it is the most important step and so what is keyword research all about well process of identifying keywords we want to be found for on the search engines so millions of people use search engines on a daily basis we want to be found for those keywords that people type in that are relevant to the content we want to be found so going back to the italian restaurant example if we’re writing a blog post about italian restaurants if somebody types in the best italian restaurants or italian restaurants in a specific city we want to be found for that content if it’s relevant to what we wrote about so keyword research should be done based on two factors really it’s based on the factor of how much traffic or volume a particular search engine query has and it’s based on competition and really the underlying factor here is that all keywords in your keyword research should be relevant so you need to understand what those keywords are so are they relevant to the content that you want to be found for if they are then really the two factors you want to look for is the volume how much volume or traffic each keyword has associated with it and then the competition how many other websites are trying to be found for the same keyword so those are the factors involved with keyword research you always want to choose relevant keywords and then once you find or choose those relevant keywords you want to be able to find out exactly how much volume and how much competitions associated with each of those keywords and so when you look at keywords you’re always going to choose relevant keywords but there are two types of keywords there are short tail keywords and they are long tail keywords and we’re going to talk about both of these here so let’s start with short tail keywords so short tail keywords are generic keywords generally they’re less than three words in a keyword phrase for example italian restaurants so short tail keywords generally have very high search volume that means that if somebody types in italian restaurants then there’s going to be a large amount of volume with that meaning that generally a lot of people type in the keyword italian restaurants however with high volume always comes high competition so if you want to be found for italian restaurants know that you are ranked number one or number two or even on page one of google you’re going to get a lot of traffic however to get to page one of google or even position one or two it’s going to take you a while because there are probably a lot of websites who are in front of you who want to be ranked and found for the same keyword so the whole idea with short tail keywords is it’s a lot of visibility it’s a lot of traffic a lot of volume but also a lot of competition and generally the underlying factor here is that if you are ranked for a very broad or short tail keyword like italian restaurants then chances are it’s not going to be as relevant so if you get the traffic to your website then chances are the conversion’s not necessarily going to happen because we don’t necessarily know the mindset of somebody typing in a very short tail generic keyword like italian restaurants they could be doing research on italian restaurants they could be a chef who’s trying to get recipes for italian food it could be a tourist looking for italian restaurants in a different city or it could be a person just looking for italian restaurants near their location or where they’re living and so there’s a lot of different factors with short tail keywords so you just don’t know because it’s so generic and because it’s so generic if you do get the traffic for that generic keyword then the chances of the conversion are going to be lower than say if it’s a more specific relevant keyword so let’s take an example of a short tail keyword let’s just stick with italian restaurants so i’m going to go to a tool called moz and well moz has a tool called the keyword explorer and within moz so if you go to moz.com and then use the keyword explorer you can get an idea of how much volume and competition are associated with a particular keyword so in this example we’re using italian restaurants it’s a very broad keyword we could see that the monthly volume is between 70 000 and 118 000 per month okay so that means for a particular keyword in the united states on a search engine you’re going to get about 70 000 to 118 000 people who type in that keyword and so if we were to look at the difficulty of that keyword you could see that it’s fairly difficult because out of 1 to 100 it’s got to score 43 so it’s fairly difficult however if you notice the click-through rate’s very high so moz estimates that we’ll have a 40 organic click-through rate for that keyword if we’re ranked for it so if it’s relevant to us and we want to get some visibility to our site then yeah we want to use that generic short tail keyword however if we’re interested in conversions then we really want to turn our attention to longer tail keywords however if you want the visibility then you want to use short tail keywords if you want the conversion then you want to switch over to longer tail keywords so longer tail keywords are more specific they usually consist of more than three keywords so tie in restaurants very generic if we add a few more keywords that keyword phrase it then becomes longer tail so compared to short tail keywords longer tail keywords are generally less competitive and the search volume is not as high case in point so if we go back to moz and then we look at the keyword explorer and we’d actually type in italian restaurants and let’s just say orlando florida moz is going to generate some monthly volume for us and they’re going to allow us to understand how difficult that keyword is and so here you could see very very little search volume in fact so little volume there’s 11 to 50 okay so that means on average that this keyword generates 11 to 50 queries a month so very low compared to our short tail keyword italian restaurants the difficulty here didn’t necessarily lessen but it is less uh so if you’re interested in conversions and you have an italian restaurant in say orlando florida then this is the key word you may want to use so there’s a trade-off between longer tail and shorter tail but when visitors land from longer tail keywords they’re usually ready to make a purchase they’re usually more specific intent there’s more intent involved with a longer tail keyword so best restaurants in the top in florida branded shoes in florida something very specific is going to generate probably a higher conversion rate than something more generic so that’s the trade-off and so when to use long tail keywords well we want to use long tail keywords if we’re targeting pages with a product or specific article so if we’re interested in that particular conversion then longer tail keywords are likely more the way we want to go versus something more generic which means if you’re using a generic shorter tail keyword you’re more interested in the visibility and the traffic not necessarily the conversion how does a search engine work so let’s talk about that for a minute so we know that millions of people use search engines we know that we want to be found on search engines but how do we actually get our content in the search engine so that’s the important part that we need to understand if we have our own website and we have our content so these search engines want your content in their search engine index so how do they get your content well they send out bots or files and we’ll just call them spiders so they send out these spiders to crawl your website and the whole idea behind using the insect spider is because we’re talking about the world wide web and so if google for example sends a bot to your website they’re going to crawl your website in spite of your website they’re creating a web of pages so all they’re doing is following link and every page and link that they hit they’re going to bring back to their server so these spiders scan your websites they just follow links and they take all the pages and content that they’re able to gather when they hit your website and they’re going to pull all that information back into their own index so if you think about google they’re crawling or spidering millions and billions of websites all those millions and millions of websites are sitting on google servers so when somebody does do a search query google because they have all these websites in their index are able to quickly determine which website is the most relevant for that search engine query so that’s generally how search engines work so let’s talk about the types of seo so if we want our website to be found on these search engines and google or the search engines have crawled our website then what we want to do is we want to basically look at it from a two-pronged perspective it’s a two-pronged strategy so the first strategy we’re going to talk about today is on-page seo so those are on-page seos defined as what we do on our website to be relevant for search engine query on a search engine so again on-page seo is what we do to our own website off-page seo is the other the second part of that seo strategy and off-page seo determines what we do off our website to be relevant for search engine query and so off-page seo generally is synonymous with link building and we’ll talk about that a little bit more as we go forward but really when you want to do seo when you want to be found for a keyword on a search engine you’re going to have to apply both on-page seo and off-page seo so let’s talk about on-page seo and so this is the first part of our seo effort we want to focus on on-page seo first and so on page seo is the method of optimizing elements of web pages remember these are all the items we want to do on our website to be relevant for certain search queries so it’s basically the idea behind this is to make our web pages more relevant for specific search queries on search engines and so there are a number of different elements on our website on a particular web page that we want to manipulate or optimize if you will to be relevant for search engine query and so let’s start around the idea that you know you there’s a number of things you can do so let’s start with schema first and so schema is nothing more than it’s a collaborative effort between bing yahoo baidu google and the idea is really they want to understand more about the content of your website and so the idea behind this is that you want to be able to provide snippets of information to these search engines so they understand a little bit more about what your web page is trying to portray or convey so that they can find out exactly what’s relevant to that search engine query so it’s nothing more than micro data or bits of information that you can add to your website or web page in order to provide a little bit more enhanced information to the search engines so if you think about it’s collaborating with the search engine so the more basic information you share with the search engines the better off they have to understand what your web page your website is all about and so the more information they have the better of an opportunity you have to be ranked for that search engine query and so if you have a website with reviews if you have a website with images if you have let’s say a website with products with prices in other words you have an e-commerce website and you’re trying to sell products well to me you want to employ schema because again schema is snippets of information that are provided to the search engine so they can better understand so you can certainly provide snippets of information in the terms of images or prices or particular products and how much is left in stock so all this information these bits of information you can provide to the search engine so that they can better understand what it is you’re trying to sell how much it cost how much is in inventory what people think about the product etc so if you have a website that sell products you probably want to employ schema and so when you do employ schema again snippets of information provided to the search engines the search engines are going to better understand and then they’re going to present that information in the search engine results so if you have ratings and reviews you can provide snippets of information to the search engines the search engines in turn are going to present that information in the search engine results so if you have positive reviews then somebody typing in in this example shoes they’re going to be able to see that you have positive reviews for your website so that’s the whole idea behind schema is to provide snippets of information so again it’s not just related to reviews also for images so if you have images you can provide snippets of information to the search engine so they can see you know what the shoe actually looks like when they type in in this example puma shoes or like i mentioned inventory snippets of information about your inventory the search engines are going to provide that information search engine results so if somebody’s looking for women’s training shoes or women’s puma shoes and they see your product and they see oh this is in stock great let me go to this website and purchase these shoes so that’s the whole idea behind schema is making sure you present information critical to your website so that the search engines better understand what your website’s all about it also helps with relevancy because the more those search engines know about your website the more relevant your website becomes and the better chance you have to rank for a particular keyword there’s also some other information here involved with schema and those are site links so site links additional pages on your website okay that show up in the search engine result and so again the more information a search engine has about you the better chance you have to be found the better chance you have to get a click so site links are just additional links on your site that appear in search engine results and that’s all a benefactor of having schema so here you can see in this example we have additional web pages that show under a certain search engine result and so by having more links in the search engine results you have a better chance of getting the click so if you want more information about schema i would recommend going to schema.org so when you go to schema.org you can actually click on a link that allows you to see all the information you need to get started with schema.org okay so it’s got a lot of information available to you it describes what it is you have to do in order to get your information and set for the search engines to better understand focus on for on page seo is title tag and so title tag is what shows up in the search engine results so if you’ve ever done a search engine query meaning you’ve gone to google typed in a query using a keyword like italian restaurants you’re going to see specific search engine results and the title tag is what appears in those search engine results so a title tag is important because it’s the title of a web page that appears in those results and so the title tag is something that’s important because if we want to be found for a specific keyword we want to make sure that keyword is in the title tag because that keyword is going to describe what the page is all about and so if we want to be found for that keyword let’s just say italian restaurants in florida for example that’s going to be part of our title tag so when somebody types in that particular keyword query italian restaurants in florida then we have a good chance of showing up because the title tag which is the title of the page is going to have that particular query in it and so you can edit the title tag and when you edit the title tag you want to be able to put that particular keyword in the title tag so if we do a search on google for example so if i go to google.com and i type in italian restaurants in florida here i can see under the local search results and here i can see italian restaurants in florida central florida italian restaurants and miami so you can see that these are highlighted so the title tag is not only stands out but allows you to you know showcase exactly what your page is all about and it helps with the relevancy of that keyword query so when you’re trying to optimize your website using the title tag for specific keyword you want to keep in mind a couple parameters because title tags show up in the search engine results but certain search engines particularly google has character limits around the number of characters you can use in the title tag and so we want to keep that in mind so ideally we want to format our title tag appropriately and so to me the most optimal way to optimize a title tag using a particular keyword that you want to be found for is to use that keyword in the title tag and then separate that with your brand name so if you actually have two keywords then you can use the primary keyword first then the secondary keyword and then the brand name so to me this is the most optimal format but keep in mind there are character limits but if you look at this format to me it’s the most easiest format to abide by because it makes your title tag more relevant you don’t have to worry about necessarily fitting in excess keywords in the title tag because again the title tag is character limits so if we take a look at our example in google search results if you go over those limits and the title tag is generally between 60 and 65 characters long and so if you go over those limits let’s just say your title tag is more than 65 characters google in this case is going to cut off the characters and so here you can see the ellipses after the title tag now if you follow the format that you know we at simply learn recommend you could see if our keyword is italian restaurants in florida and then separated by the brand name this gives you an optimal format for the title tag it also makes it relevant for the keyword query so you want to keep that title tag probably no more than 60 characters because if you flirt with putting more than 60 characters then the search engines are going to cut off that title tag and then that’s not going to look good and it’s going to also become less relevant so we want to keep the character counts in mind so if you abide by that format of the keyword and then maybe the secondary keyword if you have one separated by the brand name then you should be good to go with making sure your title tag is relevant for that keyword query so let’s then turn our attention to the meta description so the meta description is just a short description about the content on your web page so if the title tag is the title of the web page the meta description describes the page okay so it’s a description about what that page is so the meta description appears under the title tag and then the url so if we go back to our google search results we look here at italian restaurants in florida maggiano’s little italy is the brand or the restaurant we could see the url which is underneath the title tag and then here we could see the meta description and so with the meta description you have a little bit more room to work with in terms of character count but the meta description just like the title tag is just as important because one it shows up in the search engine results two it describes what the page is all about and three it allows you to optimize the meta description so the meta description becomes more relevant for that search query that somebody types into that particular search engine so the optimal length for a meta description you can go up to 300 characters but i would not even recommend even flirting with that limit because just like the title tag search engines in the case of google will actually cut off the meta description so if we look here back at our search results if you go over those limits you’ll see that the search engines will cut off the copy of the meta description with and they’ll just put ellipses so we don’t necessarily want to go over those lemons so my recommendation is to keep that meta description probably 165 characters to to no more than 200 because we’re trying to describe not only what the page is all about but we’re also trying to optimize that meta description so it becomes relevant for the search engine query and so you want to keep it short and concise so if we look at our example here italian restaurants in florida magiano’s does a good job it’s a book and event space make a reservation at maggiano’s in florida to enjoy delicious view maps menus and more so very concise meta description it includes their keyword query that they want to be found for italian restaurants in florida and so to me it’s short and concise describes what the page is all about and uh allows them to fit it all in within the character limits so here in this example we want to be found for amazon puma shoes so the brand here is amazon so amazon wants to include puma shoes not only in the title tag but they want to try and fit that into the meta description however the whole idea behind the meta description more than anything else is describe what the page is all about okay you want to be relevant for the search engine query but you also want to sound natural as well you want to be able to really the whole idea between the title tag and amount of description is to get people to click on your link because remember there are nine other listings on the google search engine results page for page one so we want our meta description and our title tag to stand out so we want it to be relevant but we want it to stand out so it’s important you write that meta description according to what the page is all about but you want it to stand out uniquely and accordingly so once you’ve done the title tag and the meta description you want to focus your attention on the header tag and so header tags are used on a web page to really separate out content and so you have headers and subheaders and so ideally you want to be able to optimize the header tag and the subheader and so if we think about headers there’s a hierarchy for headers so there’s between a header one and a header six and so we’ll just shorten the word header and we’ll call it an h1 so h1 is really at the top of the hierarchy for headers and so if we use a h1 on our web page then what we’re trying to explain to the search engines is listen this particular keyword phrase in our header is is a header and we’re empha we’re trying to emphasize what it is we’re trying to say and that’s how really the search engines interpret headers they see an h1 h2 h3 h4 h5 and h6 they know that if you’re using an h1 you’re trying to really emphasize something so if you put that keyword in the header tag what you’re telling the search engines is hey i’m really emphasizing this particular keyword and so the search engine will interpret that as important and if you use your keyword in that header then really what you’re saying is hey i really this keyword is really relevant to that query so naturally the other benefit of a header is it really breaks up the page as well so the header you can use subheaders and subheaders are nothing more than say a lower h tag so if you have a header that’s an h1 you can use an h2 and h3 as a subheader and so forth and so on because what you’re really trying to do is not only organize the content on your web page but you’re trying to emphasize that for google so if something’s an h2 or an h6 you’re basically telling google or the other search engines this is not as important as say in h1 so if we take a look at our example that we’ve been using for italian restaurants in florida and if we click on magianas we could see that they’re using headers so if we click on maggiano’s we could see that this is a header here we want to bring everyone together at maggiano’s italian restaurant in florida so they’re using that header to break up the text here you can see they’re using another header here excellent italian food and an excellent experience to match so that’s a header to break up the content okay they’re not using subheaders they’re used using headers but that’s fine they’re really trying to emphasize the content by putting in that header and so headers help not only organize the content but they help emphasize the actual keyword it is you want google to recognize so if we’re not sure if something is a header we could simply just mouse over what we think is a header and we can just right click and if you right click on something you’re going to see a menu and if we click inspect element then basically what that browser in this case firefox is going to do is show us the html of that particular thing of that item that we right clicked so here we could see in this particular case this is an h2 tag so it’s an h2 so if we scroll down and we mouse over this we could see this is also an h2 as well so this particular page is using h2 tags not h1 but in h2 so what they’re explaining or trying to convey to the search engines is listen this is an h2 it’s still relevant we’re still trying to put emphasis on it but not as much so we want to be able to use our h1s and our h2s accordingly so remember in h1 is you’re providing the search engines with information by telling them hey this is the most relevant this is we’re putting emphasis on this keyword and h2 nuts as much as an h1 and an h3 not as much as an h2 so use your headers accordingly uh not only just to break up the text not only for styling but for emphasis for the search engines so headers are very important elements for on-page seo okay let’s turn our attention to the url structure okay so url stands for uniform resource locator and so our url is the specific location of a web page on the internet so basically if we’re found in the search engine results one of our web pages are going to go along with the title tag and the meta description in the search engine results page so if i go back to our search engine results for italian restaurants in florida we could see that the particular url in question here is locations.magianos.com florida so that’s the url that shows up along with the title tag in the meta description so if we click on that link that’s exactly where we’re going to go so url structure is important

for on-page seo so why is it important because not only does it show people where they’re going but we have an opportunity to optimize that url for the search engines to make our url more relevant for that search query so just like the title tag just like the meta description just like the headers we can also manipulate the url so if we look at a url it consists of really the protocol and the protocol means it’s either a secure site or non-secure site so in this example we could see it’s https and that means it’s a secure site and so ideally search engines like web pages or websites that are secure so after the protocol you’re going to see the domain and then after the domain you’re going to see subdirectories okay so that’s generally the breakout with url structures you have the protocol the domain and subdirectories and then you may have more subdirectories so if we go back to the example we’ve been working with if i go back to maggiano’s you can see here this is a secure site https you could see the domain in this case it’s actually a sub domain so magianos.com is the domain but they decided to put locations.magianos.com and that’s okay we call that a subdomain and then here you can see they have one particular subdirectory after the domain and that’s florida so a well structured url not only provides the users with information about where they’re going when they click on your link in the search engine results but more importantly it also provides the search engines and some information about what the web page is all about so going back to our simple example with maggiano’s the search engines know that hey if somebody clicks on this link they’re going to a page about florida pretty simple the url structure is pretty simple to understand we know it’s a secure site we know it’s maggianos.com and we know the subpage is florida or the subdirectory is florida you want to be careful like everything else since and seo there are parameters just like the title tag has parameters up to 65 characters the meta description tag has a limit of up to 165 characters a well structured url also has character counts but the idea here is we don’t want to get into numbers when we talk about character counts for url structure really the rule of thumb or the best practice for url is to keep it short and understandable okay if we keep it clear and concise not only does the end user know where they’re going but the search engines know what the page is all about so the rule of thumb is always if you don’t understand the url or what it means then the search engines are likely not going to understand what the url means we want to keep the number of directors and subdirectories to a limit so ideally here you can see in this example xyz.com if we want to optimize that url we could put the targeted keyword in the url if we’d like to but we want to keep it probably to a minimum of one to two subdirectories the shorter this the amount of subdirectories the better off we are because that means that not only the end user will understand the url but the search engines will understand the url as well so we always want to make sure that url is readable again for the end user and the search engine and so in this example you can see amazon.com slash men’s shoes slash sneakers slash puma very easy understand as an end user i know that i’m going to a puma page uh for men on amazon.com now when you get into urls with dynamic parameters in them then ideally you as an end user is not going to really know where you’re going to go so in the example here the middle example i can see that i’m going maybe to a shoes page but i have no idea what the rest that url means and in the other example where you have a very low url readability i have no idea as an end user where i’m going to go so as an end user i need to be able to have confidence in knowing where i’m going to go once i click on a link in the search engine results so if i don’t have that confidence if i don’t understand what the url is then you then the search engines aren’t going to understand as well and it’s not going to bode well in terms of relevancy and again the url structure is important factor for being relevant and if we’re not relevant then the chances of us are ranking higher is not going to be as good because our url is not readable so ideally what we want to do is make sure we’re using keywords that the end user and the search engines understand and if we need to separate out those keywords in the first example we could see men’s shoes we want to separate that out with a hyphen and so ideally if you have a url that’s readable and it’s short and concise then again your chances of ranking higher on the search engine results page bodes better than if you have a very long antiquated unreadable url so let’s focus our attention on image alt text or alt tags if you will so alt tags or text tags as they’re also known as allow uh the search engines to understand a little bit more about what’s on the page in terms of images so images are a prominent part of every web page on the internet unfortunately images are you know usually files that are not readable by search engines so we want to be able to provide some alternate text so that the search engines understand what those images are all about so again it gives us an opportunity to communicate with the search engines so that they better understand what the image is all about to make the page more relevant so generally if an image fails to load on a web page as an example well if you have an alt tag then the alt tag is going to show in place of the image not loading more importantly if we have an alt tag and the search engines have spidered our website and somebody’s actually searching for images then the alt tag is used as a descriptor for the image so it also helps us get found for the images on search engine results pages and so like everything else we’ve talked about with on-page seo there are character limits to all tags you know generally the rule of thumb is 125 characters for an alt tag and the alt tag is used in the html so we want to surround our image with an alt tag by putting in a descriptor and so ideally if you’re trying to be found for a particular search engine query then you want to use the search engine query as part of the alt tag and so let me show you an example here going back to maggiano’s if we look at their web page and we actually inspect one of their images on this web page if we look at for example a pinterest or facebook we can actually see in this example that the image here has an alt tag it’s pinterest and so you want to be able again to put in all tags for all your images so it better communicates with the search engines what the image is all about it also allows the search engines to rank images in the search engine results based on that alt text and what the keyword query was so all tags play an important role because again if the image doesn’t load on the web page for some reason then the alt tag is there as a replacement it’s also there to help the search engines rank those images and understand the page a little bit better so you always want to be able to put in the keyword query that you’re trying to be found for in the alt tag and so be as descriptive as possible you have 125 characters to use so b is descriptive make it easy to read because again this is what’s going to show up in the search engine results pages for images okay let’s turn our attention to internal links so when it comes to seo internal links also play a vital role because basically an internal link which is a link from one page of your website to another page of your website um allows google to or other search engines really to follow the pages as they index your entire website so it serves that purpose of allowing search engines to index so it definitely improves the indexing but internal linking also has many benefits and one of the other benefits is it helps spreads what we call link choose and so link juice is basically a way another way of saying you know this page is important because it has links from other pages on our website so if we link i have a link from one page to another and a couple of other pages on our site linked to that same page then search engines tend to take notice and they tend to note that you know if one particular page has a number of different links pointing to it then this page may be important and so that’s what we mean by link jews it’s a signal for the search engine to determine what pages on your website are important because of the links that point to it and so if we look at this example here we could see that you know there’s usually a navigation on a website that point two pages and every page on a website tends to have a link but if more than one page has multiple links then again that signals to the search engines that hey you know this particular page seems to be important because it has a lot of links pointing to it our attention is sitemaps so sitemaps basically allow us to list all the web pages on our website so we could do that in a couple of different ways but when we do it it basically is going to and help the search engines find our pages easier just as i mentioned a minute ago about internal linking when you have one link pointing to another page on your website it helps the search engines find these pages quicker while sitemaps do the same thing except sitemaps are an entire list of links on your website and it allows the site search engines to find all your pages in your website fairly easily but it also helps the end user too so if you have a big website like amazon has a huge website with a lot of different products well if you’re looking for a particular product you can do a search for it or you can look at the site map and the sitemap will list all the particular pages on the site and so it’s also good for the end user as well so when we talk about the end user and we talk about search engines they’re really two different types of site maps you got the html version which is for the end user that’s going to be nothing more than a link on the website usually in the footer and so when you click on that site map link you’ll get a list of all the links on the website okay so that’s an html sitemap then we have the sitemap for the search engines you know the spiders that want to crawl our site so that’s the xml sitemap and xml is just a different format it’s just a way to format all the links on our website so the html sitemap is html written in hypertext markup language designed for the end user if you click on it it helps the end user navigate the website quickly because they can find what they’re looking for and so generally that is an html now if we turn our attention to the xml sitemap that’s basically designed for search engines and thing about the search the xml site map is we work with google to go ahead and and and submit the sitemap to google so google can quickly understand what pages on our website so for example if i went to a website let’s just say valleyfig.com so if i went here and if i’m a search engine i’m going to want to know all the urls that are on this website well as an end user i can also just type in sitemap.xml usually that’s the xml file where all the urls are located and here i can see all of the urls on valleyfig.com and so the idea behind an xml sitemap is we want to communicate that xml file to the search engines and so google in particular has what they call a search console and search console if you go to google.com webmasters so search console is a way to communicate with google and one of the ways to communicate with google is to submit a sitemap so we want to submit our xml sitemap so if our xml site map is located in the root directory so after our domain valleyfig.com sitemap.xml we know that that file is sitting in the root directory i can go into search console and i can submit my sitemap and when i submit my sitemap then i’m basically communicating with google telling google hey google instead of trying to find all our web pages on our website when you crawl the website we’re going to go ahead and submit the sitemap to you so we’re going to tell you all the pages on our website and so by doing that by submitting our sitemap.xml file to google it speeds up the process because google’s able to now understand all the pages on our website that have been submitted and then once we submit those pages then google is going to quickly index a majority of those pages if not all of those pages and so that’s the benefit of having an xml site map for the search engines is that we can quickly submit that file to the search engine so our pages get submitted and indexed quicker so continuing on with on-page seo we now turn our attention to page speed and so page speed also known as page low time of a particular page of a particular website is important for seo why is it important because google has millions of users use their search engine and google wants their users to have a good experience and so if google ranks websites based on relevancy they also want to take into account page speed because if a website does not load fast or web page doesn’t load fast then it would be detrimental for google to rank that page high because what’s going to happen is that page is going to get a number of clicks and then the user experience is not going to be that great and so therefore it’s going to have a negative impact not only in the end user but google as well and so page load time then becomes important for on-page seo so really when it comes to page load time we really want to pay attention to how long it takes our web pages to load in terms of seconds because if a page loads slow then chances are the user experience is not going to be good even from an analytics perspective meaning if i go to google type in a query click on a link and then it’s that link takes me to a website where the web page loads very slow chances are i’m not going to spend a lot of time waiting for that page to load i’m going to leave that page and if i leave the page then it’s going to cause up what they call a bounce so i’m going to bounce from the page and that’s just not good for the entire search ecosystem and so we want to pay close attention to page load time because the faster a site or page loads google’s going to recognize that and that’s going to help with ranking and so how do we understand how our pages load well we can look no further than web analytics tool like google analytics for example so if we turn our attention to google analytics if i go to say valleyfig.com analytics account i can look over the last 30 days and i can see okay on average our page average page load time for the entire site was five seconds around five seconds and ideally we want our pages load as quick as possible i would say the rule of thumb on page load time is probably no more than three to four seconds okay but there are factors involved with page load time so a couple of factors are the browser that people use so some browsers load pages differently than other browsers the other factor involved with browsers is the device so you could be on a mobile device and say internet explorer versus on a desktop using chrome and you’re going to have variation in terms of average page load time so definitely browser device plays a role but also country plays a role the infrastructure how much bandwidth is available so you could be in say san francisco united states and be on a high-speed network versus another city or another country where you’re not necessarily on the same high speed network you’re on a lower bandwidth or lower network and that’s going to affect the page load time as well so in analytics you can actually see the breakdown of time per country and then of course the page itself so when we talk about average page load time for a website we’re talking about the average for the entire site but we can actually look at in google analytics the average low time for every page on the site so ideally if you have a particular page you want to rank organically in the search engines and the average page load time is not suitable or it’s very high then you want to address what the issues are and so the great thing about google analytics is you actually have speed suggestions so if i go to speed suggestions in google analytics i’m going to be able to see the average load time for certain pages on the site and then what google’s going to do is actually give me some feedback so for example i can see that the home page loads about 5.59 seconds and so if i click on page speed suggestions then google is going to give me suggestions on how to speed up the page load time not only on desktop but on mobile as well so when you click on page speed suggestions you’re actually going to go to a tool a google tool called page speed insights and then page speed insights is going to allow you to see how quick your page loads and then it’s going to be able to give you feedback on what to do in order to speed up the page load time not only for the page but for the site and the great thing again is you can see it for desktop and you can see it from mobile so page speed is important we want to be able to keep our page load time low no more than probably again three to four seconds because if it’s any more than that google’s going to take notice the other search engines are going to take notice and they’re not going to want to rank that particular page high on google so some ways to increase your page speed you always want to optimize your images you never want to have images that take a long time to load you want to use a simple website design now i know flash as an example has long been disbanded but you don’t want to use other technology that’s really going to slow the page load time of course where your website is hosted does matter so the server it’s hosted on could be shared with other websites and so that may eat into how quick the server responds to people trying to load your web page and so you want to keep that in mind so server response time does play a factor in loading and then of course optimizing your code you want to never have unnecessary code on your website and when i say unnecessary code some examples could be tracking code if you’re doing any search advertising let’s just say on facebook or bing you try to want to minimize the amount of extra code you put on a site because that code has to execute and that eats into the page load time so you want to be cognizant of how much code you put on your website because that will eat into the page load time so let’s talk about featured snippets so featured snippets is the search result that generally shows uh up at the top of the search engine organic results so it’s informational content and you’ll see it above organic results but you’ll also see it below search advertising and so some of the common featured snippets you may see are in the form of a paragraph a table or a list and so paragraph snippets tend to be the most popular and let me show an example of a featured snippet so if i go to say google.com and type in machine learning here you can see some paid search ads okay and why do i know they’re paid search ads because i can see ad next to them but if i look below the paid search ads but above the organic search results i see a paragraph feature snippet and this is nothing more than again just some an informational content about machine learning and really the whole idea behind featured snippets is really they’re just informational and really it’s informational and and what google likes to do is pull content in there that really answers a question so if your content doesn’t necessarily answer question then you can’t expect your content to show up as a featured snippet so the whole idea is with the search engines is really google searches through a number of different sites to find content that will best answer a user’s question like for example what is machine learning okay so if we ask the question what is machine learning we can expect to find a feature snippet and so really what users do a lot when they type in a query they use prefixes like how does or how do or how to or what is and so those types of questions are normally asked as part of the search query so if you could answer those questions then generally google’s gonna recognize that and if it’s relevant it’s gonna show up as a featured snippet so the whole idea is to really create truly high quality content so about feature snippets is if you have true high quality content that answers a question then chances are your content may show up as a featured snippet so the whole idea is you know work to create high quality content that provides a really good answer to really basic question it could be anything what is machine learning what is a fig you know how to ride a bicycle how do i surf all these are related questions that content can answer and google wants to make sure as part of a featured snippet that they provide content that answers that question and not just content the best content that does the the best job with the most relevant information answer that person search query so here we can see our three examples you have a table format so if we want to type in aviation jobs we can see snippets of information about the latest job listings for aviation you can see in the middle screenshot what is machine learning so that’s our paragraph featured snippet and then if you type in something like building a fence it’s going to give you a list of you know ways to go about building a fence so these are all answers to questions the query may not necessarily be in question form but the snippet is there just in case you want to know more information about that particular query so generally that’s how featured snippets work and the great thing about featured snippets it’s open to everybody the key is to have quality content if you have quality content that provides answers to questions then chances are your content can show up above organic search results which will give you more visibility drive a lot more traffic to your site and quality traffic because likely it’s answering somebody’s question so let’s do a a recap of everything we talked about with on-page seo so before we move on off page remember on-page seo is what we do to our website to enhance our website to be found in the search engines for relevant keywords so it’s all about relevancy and remember before you do anything to your website you need to start with the basics of keyword research you need to find keywords that are highly relevant that have volume and low competition and so when you can focus on your keywords and you find out and finalize what keywords you want to be found for then you’re going to conduct on-page seo on-page seo consists of number of different factors some of which we talked about today starting with schema remember we want to have structured data to better communicate with the search engines what our web pages are about then we talked about title tags so title tags appear in search results remember 65 characters we want to make sure our keyword is in the title tag followed by our brand name and then we talked about meta descriptions meta descriptions allow us to you know talk specifically about what that page is all about meta descriptions fall under the title tag in the search results we talked about headers h1 through h6 h1 being the biggest in the hierarchy of headers and having an h1 tag with your keyword provides the search engines with an identity of how strong or how important something is on a page it also organizes the page with headers and subheaders and it breaks up the content so it’s easily understandable by the end user we also talked about alt tags so remember images on its own are not recognized by search engines so we want to surround those images with all tags with words that help the search engines identify what that image is they also serve a purpose in the browser if an image doesn’t load then we can actually see what the image is all about with the alt tag we talked about feature snippets there are lists okay there are paragraphs okay there are different types of snippets and really the whole idea again behind snippets is answering a question with quality content we talked about page speed identifying how quick our pages load in google analytics so if your pages don’t load very quickly then google actually provides suggestions to speed up the page load time of a particular page and some of the culprits that you want to look at are making sure you have images that are good quality but also not a lot in size you want to make sure they’re optimized you want to look at your server response time you want to make sure you optimize code so there’s a lot of different factors of page load time you just want to keep an eye on what pages are are not loading quick enough and remember we want to keep it as low as possible but no more than three to four seconds we talked about internal linking internal linking to a particular page from one page to another provides link juice and link juice is nothing more than an indicator for the search engines to identify what pages tend to be more important than another based on the number of links pointing to that page and then we also talked about site maps so we talked about the two types of sitemaps html and xml html is for the end user xml is primarily for the search engines xml generally is going to be a file called sitemap.xml and we could take that xml file and submit it to google search console and so that expedites the process of indexing your site and helps your site not only get indexed faster but will help google understand how many pages are on your site and then get those pages indexed so that they can be found so that you can generate traffic so all these are factors with on-page seo that you want to address before you move on to off-page seo okay let’s turn our attention to off-page seo now that we covered all the essentials for on-page we still need to focus our attention on off page remember earlier i mentioned that seo is a two-pronged approach we have to focus on on-page seo first and then to complement our efforts and to continue our efforts and to continue the effort of being relevant for certain keywords we need to do what we call off-page seo and those are our actions we take that don’t involve our website directly meaning we’ve already updated the title tag the meta description the alt tags the headers etc we want to do things off our website that’s going to allow google and other search engines to recognize that hey we are relevant these pages are relevant for certain keywords on our website and so really when we talk about off page seo it’s really the technique of promoting your website using link building when we say technique of promoting our website using link building that means establishing links on other websites that’s what we mean by link building and so establishing links on other websites really enhances our seo efforts because it improves first and foremost it improves the credibility of our website so if we’re on a you know a very popular website that is known to be reputable then having a link pointing from that website to ours just improves the credibility of our own website not necessarily in the minds of the search engine but in the minds of the end user uh the other benefit here is it increases our domain authority and let’s take a minute to talk about domain authority so domain authority is simply just a score between 1 and 100 and so in digital marketing even including seo as a marketing channel everything’s measurable and we want to be able to measure everything we do digitally and so off page seo is measurable one of the metrics involved with off page seo is domain authority in other words it’s a score between one and one for our domain so how does google how does baidu how do these other search engines see our domain how authoritative is our domain how reputable is our domain and so having links on other websites pointing to our domain increases our reputability increases our authority and so i’m going to show you an example so if you remember back on on page seo i when we were talking about keyword research we use a tool called moz moz.com and i would recommend using moz.com to measure domain authority so if we go to moz.com and moz.com has a tool called link explorer so if you put in your domain using their tool link explorer you’re going to be able to see your domain authority and domain authority is a score between 1 and 100 and basically it’s simply just scoring your website in terms of authority how does the search engine see your site out on the world wide web the higher the score the better and so recommend using moz.com link explorer to measure their domain authority so the more links we have on external sites pointing to our own site in theory the higher the domain authority so we’re going to come back to moz.com quite frequently as we talk about off-page seo because we need a tool to help manage our efforts so we’re going to come back to moz.com but let’s let’s talk about some of these other benefits to off-page seo so we know it helps with the credibility and increases our domain authority but what are some of the other intangible efforts that are also measurable well it increases our referral traffic and by increasing our referral traffic meaning if we’re on a reputable site that gets a lot of traffic and there’s a link pointing our site then naturally we’re probably going to see traffic coming from that site and we can measure that in tools like google analytics we can measure referral traffic and so that’s an inherent benefit to doing off-page seo because we’re trying to create the relevancy of our own website we’re trying to be found for relevant keywords but yet at the same time we can increase traffic to our website and then certainly not lost in all this is improving our page rank so the idea here is you need on-page and off-page seo to work together to improve our rankings and improving our rankings in the search engine results will inherently increase our rankings and drive traffic to the site from search engines and that’s ideally what we’re trying to do we’re trying to accomplish traffic from search engines by improving our rankings but at the same time we improve our credibility and we accrue improve our standing in the search engine world and we also increase traffic to our site from all these other websites and so there are a lot of benefits to off-page seo um it’s just let’s talk a little bit more about some of these other benefits because according to a backlinko a web page with more backlinks is going to rank higher than a page with fewer backlinks but let me just say this with back linking especially from sites it’s all about credibility it’s all about quality over quantity so we want to pay attention to quality over quantity so let’s harken back to moz.com and here we could see we have a domain authority of 35 but we have a lot of links inbound links from other websites pointing to our website we have 575 domains out there on the internet pointing to our domain valleyfig.com and so if we want to take a specific look at these domains we can just simply click on linking domains and here we can see all the different domains pointing to our website now again it’s about quality not quantity so if we look at the domain authority and that’s a score that measures the credibility of a website we could see the domain authority on some of these domains like npr.org has a domain authority of 93 and so to me that helps boost the domain authority for our own website our own domain it also has the chance of driving that traffic it also increases the credibility but in the end having quality links from other quality domains is going to increase our own rank on search engines and that’s the whole idea behind it so we could actually see that we have quality websites of quality domains linking to our domain now you can also use another tool i mentioned this earlier with on-page seo when i was talking about sitemaps so if you go to search console so that’s a google tool we can also look at a link report and see what other websites are linking to us so this is google’s way of communicating to us what websites are out there linking to us and so here i can see the top linking sites to our website valleyfig.com is the crumby kitchen has 1443 links pointing back to our site cookscountry.com whole foods magazine mayan perfect kitchen these are all sites with links pointing back to our site so search console is a good tool it’s a good alternative tool especially the links report is a good alternative tool to get an idea of the types of sites that are linking to your site now what you’re missing here in search console is the domain authority but you can use the link explorer tool in moz.com to measure the domain authority for any domain it’s just a matter of going to the tool itself going by going to moz.com by going to the link explorer report and just typing in the domain and from there you’ll be able to see the domain authority so it’s all about quality over quantity i can’t stress that enough so when it comes to off page really it’s anonymous with link building so it’s the most effective method for off-page seo and it’s simply just getting links from other websites to your own so it’s not as easy as it sounds especially when we’re talking about quality over quantity but building these links to our website will help our rankings and that’s the whole idea behind off page seo we want to be able to link from other websites to ours so that we can help our rankings in addition to some of the other benefits i just mentioned so google recognizes backlinks as one of their top ranking factors so in addition to some of the on-page seo tactics that i mentioned earlier including title tag and meta description and url structure and headers all those are important but at the same time it’s a balance so google wants to know hey yes we understand you’ve optimized your title tag for keyword but how does the rest of the internet see your website are is your website worthy enough to add a link from a particular quality website to your website so if there are a number of quality links then your site must be of quality as well and so that’s the whole idea behind link building being an important factor because again it’s about from a google’s perspective it’s about the user experience they want to make sure that sites ranked on page one of google are quality sites quality sites that load well that have good content that have fresh content not just sites that have a gazillion links pointing to them with you know keywords stuffed into the title tag so it’s an ecosystem google’s and other search engines want to protect that ecosystem with quality so that’s why link building is an important factor and so they’re different types of links so when you have a link pointing from one website to your own okay the link could be a follow link or no follow link and the whole idea behind follow or no follow is simply hey we know that google and other search engines they’re spidering the entire web the whole idea is for them to collect as many pages as they these search engines can to bring them back to their servers so they can serve them up in their search engines well as google and these other search engines spider these sites they’re following what they’re doing is they’re following links that’s as simple as it gets they’re following links from one link to another so remember we talked about internal links earlier on on page seo internal links are just links on your web pages pointing to other pages on your own website well when it comes to external links so links pointing from one website to your website that website that’s linking to your website has an opportunity to say hey google you can follow this link or don’t follow the link and so if they choose to not follow the link meaning they put a nofollow tag into the anchor text then google’s going to follow the link but not recognize the link itself and what i mean by that is hey if you have uh let’s just use valleyfig has a link from wikipedia if wikipedia has a link pointing to valleyfig.com but the link itself is no follow then what google is going to do is not recognize the link itself they’re not going to recognize the link so therefore you’re not going to get credit or link juice as we say you’re not going to get any juice from wikipedia to valley pig but if it is a follow link then what google’s going to do is recognize the link and give you credit for the backlink and by giving you credit for the backlink that’s going to inherently increase your domain authority it’s also going to likely increase your rankings so you want to pay attention to the types of link building that’s out there no follow and so anytime you try to establish a link on an external website just make sure it’s a follow make sure it’s not a no follow because if it’s a no follow link then you’re not going to get the credit from the search engines and so the whole idea behind link building in terms of seo is to get some credit from a quality website to your website and so if we look here a follow link in this example is one where the ahref or the link itself doesn’t have a no follow in it but if a hyperlink does have a no follow in it then that means you’re not going to get the credit for the backlink so remember no follows they don’t allow search engine crawlers to follow the link so if that’s the case it’s not going to pass any link juice when you don’t pass quote unquote link juice you’re not going to get credit for the backlink and so if you don’t get credit for the backlink then if we go back to our tools that we have available for measuring off-page seo so if i go back to let’s just say moz or even let’s just say search console you know i’ll be able to see all these links here these links that are showing up are follow links why because google’s recognizing the link if they were nofollow then we wouldn’t see the link in here so that’s something to keep in mind as well and so just keep in mind if it is a no file you’ll see in the hypertext itself the nofollow tag and you can always check that the html of any particular link and so when we talk about link building we talk about off-page seo really we’re talking about how to get links on quality websites and how do we do that well i’ve listed here a few ways to do that so you could do guest blogging or blogging in general is a good off-page seo slash link building strategy and i’ll talk about more of that in a minute but we can list our websites in reputable and trustworthy directories i mentioned wikipedia as an example even though wikipedia may not be classified as a directory but there are other directories out there you could ask for testimonials so if you’re working with clients or other websites you could ask for testimonial or they can provide a link pointing back from their site to your site it’s about relationships really is what it comes down to it’s relationship building and that’s what a link is relationship building or you could do content on social media so these are just examples of ways to generate links but let’s go back to the blogging part because blogging to me is an essential part to off-page seo and why is that because anytime you are part of a blog you’re generating content and not only are you generating content you’re generating fresh content that’s likely to be interesting to the end user and with that content yes you can optimize that content but the beauty about blogging is really anybody can do it but if we want to connect blogging with relationships if we’re a food blogger then we can write on other food blogs as a guest writer and we can have that blog post linked back to our own blog as an example or we can have other bloggers in the same industry write a guest blog for us on their own blog and point their link back to our site blogging creates a lot of opportunities for link building because again it’s a fresh canvas with interesting content and when you have interesting content then the opportunity for backlinking is going to be there because if you’re writing about something that’s interesting the natural you’re going to want to link to something else related to that that’s interesting and so that’s the opportunity that blogging creates so again it’s vital to get links from authoritative web pages then multiple links from low quality web pages so going back to the link explorer report we want to be able to pay attention to those domain authorities or those websites with low domain authority and really you should pay attention to really quality sites okay you want to pay attention to quality sites and so when we talk about links there’s inbound links there’s outbound links we’re interested in those inbound links we’re interested in getting links from high quality websites pointing to our own website and again that could be in the form of a blog it could be social media it could be a partner site okay these are all inbound links they just need to be followed make sure they’re not a no follow so it’s simple just getting a external link that’s a follow to your to your own website and so the one thing i want to mention here though on inbound links from external websites and that’s making sure that not necessarily every inbound link points to the home page we want to be able to have links point to internal pages so let’s harken back to search console as an example so search console our links report shows us links pointing from external websites to our own website but what are those linked pages so if we look at some of those linked pages here we can see the top link pages we can see on valleyfig.com slash recipes is the top link page then the home page then the about us then slash international so we want to make sure that if we’re trying to generate backlinks from external websites to our own website we want to make sure that they’re pointing to interior pages not necessarily the home page and why do i say that because one of the benefits to link building and off-page seo is ranking so the whole idea about ranking is to get some of our other pages ranked not necessarily the home page the home page is just a doorway into your website if we have interesting content out there on the web and it’s a food blogger as an example and they’re talking about a particular food item well they’re going to want a link to a page that’s related to what they’re blogging about that particular food item they don’t want to link to the home page the home page is just a doorway and so that’s the whole idea behind link building we want to link to multiple pages on the site why is that because if i take this particular page valleyfig.com recipes and i just put that into moz and i look at the link explorer report for this particular page the domain authority is still going to be the same 35 that’s what valleyfig.com is 35 however there’s also another metric called page authority so page authority is likewise with the domain authority to score between one and one hundred and so the more external links pointing to an internal page with high domain authority that’s likely going to increase the page authority of that page so in other words if we have good links from other websites pointing to that page then it’s going to increase the page authority for that page and ultimately the domain authority for that page and so just like the domain authority in this case valleyfig every page under that domain has a page authority score so the higher the score the likelihood that that page is going to rank in the search engine results okay so that’s the whole idea behind link building is we want to improve the authority of the pages not just the domain but also more importantly we also want to keep the end user in mind so if it’s from a blog or social media the link pointing from that blog or social media platform should naturally point to something related to what you’re talking about not just the home page because again the home page more or less is the gateway into the website so we want to get people to where they want to go we want to naturally create a link from good content to some other good content so that’s the whole idea behind backlinking so outbound links will direct a user from our own website to another website so the idea here is it’s okay to have outbound links on your own website the natural ecosystem of the world wide web okay what i would recommend ear is not to have so many in a century located place for example don’t have one page with nothing but external links on it you know sprinkle these external links these outbound links throughout your website but also if it’s not a reciprocal link meaning if a guest blogger is not linking to your website but you’re just linking to theirs and they didn’t ask you to then maybe consider a nofollow tag maybe you know ideally you want to make sure that these links are just natural in nature so don’t just have a habit of putting outbound links because the whole idea behind outbound links is you want to keep people on your website but if it’s a natural link going from one content to another and you think the end user is going to benefit then no problem but just don’t get in the habit of putting external links on your website because that means that hey that user that’s on your website may click on that link and leave your website and not come back so keep that in mind as well because you don’t necessarily benefit from an seo perspective by having outbound links on your own website you want to do it as a courtesy if somebody else is linking to you you want to do it for the end user if you feel the benefit from additional content under the website but from an seo perspective it doesn’t necessarily directly enhance your own website in terms of ranking turn our attention to duplicate content so a lot of us have websites with a lot of content sometimes we go ahead and take our website and revise it create a new one or register a new domain and put content on that new domain and so we may find ourselves in a situation at one point or the other where we have two websites with the same content or it could be the same website with a lot of content but some of that may be duplicate as well so we want to try and stay away from duplicate content but for some of us we may stumble across it accidentally we may find ourselves having content that’s duplicated and so we want to try and prevent that because that’s a no-no in the world of seo so if we have duplicate content appearing in more than one url there are ways to rectify not having the search engines recognize the content twice so some examples of duplicate content are for example a spammer takes an article and posts the same content on his website or like i mentioned before you create another website or register another domain and have that particular content on the old website still or you’re writing a blog post and you tag it or categorize it and the content shows up under the tags under the categories and just shows up in general so there are a lot of scenarios where you can find yourselves with duplicate content and so we want to rectify that we don’t want duplicate content we want the search engines to recognize the original source of the content and so basically if you have two versions of a web page you may result in duplicate content issues another example that would be for example if you have products you may find that that same product may be under two different categories so how do we rectify that well there are a number of different ways and so the simple way is what they call a 301 redirect to the original url so if you find yourself in a situation where you have a new website with the same content you could simply set up a redirect and we call it a 301 redirect because 301 refers to permanent so it’s signifying to the search engines that you’re permanently moving from this page to this page the other way is through a canonical attribute and so the word canonical may not register with some of you so let’s just uh take a minute to talk about what a canonical is like basically canonical tag it’s a page level meta tag so remember that meta tag description we talked about in on-page seo we’ll think about this as another type of meta tag and it’s placed in that html header of your web page so basically all it does is by placing this meta tag it tells the search engines which url is the original version to be displayed in index so it’s the purpose of a canonical is to keep the duplicate content out of the search engine index so we want to consolidate our page rank our page authority our domain authority all to original content that’s the whole idea of having a canonical and it’s a quick solution so all you need to do is add a canonical tag to the header so let me show you an example if you have a site let’s just use cnn as an example cnn.com has a lot of content sometimes given the breadth of content that they have they may run into duplicate content so they simply just put a canonical tag into their their header and so by doing that they’re able to tell the search engines hey this page this domain is the original if you find yourself with multiple sites well you can also use google search console so remember we used google search console in earlier examples when we talked about links to your site or we talked about that site map on on-page seo well if we go on a search console we could basically say look google because search console is a google tool we want to confirm that this is our domain so this is the domain you should be focusing on so you can leverage search console to communicate with google regarding which site is important which is the one that should get indexed you can use the canonical you can put that on any page either website or you can set up a 301 redirect so those are the ways to fix duplicate content issues 301s are the easiest canonicals tend to be temporary because they’re just the page level and then search console is a a good method because it communicates with google directly and it allows google to crawl various web pages differently than if you didn’t tell them okay so if you didn’t tell them they’re just going to grab anything they can so by communicating via the google search console tool it allows you to tell google this is the domain i want to focus in on so let’s talk then now about how the google algorithms work so we’ll shift gears here and we’ll talk about how these algorithms work on google so google uses advanced concepts retrieve data so what they do is they’re spidering they’re spidering they’re collecting webpages and they’re taking all those web pages back to their server and anytime somebody does a query they’re delivering those web pages within milliseconds they’re delivering results based on your query so that’s in general how it works so it uses a combination of different algorithms to deliver the best results they want the best results and so some of the most popular algorithms below are google panda google penguin and google rankbrain so these are all things that google has done to make sure that they’re constantly tweaking their search engines to deliver the best results so let’s talk about some of these these popular algorithms and before we talk about these popular algorithms let’s just make one thing clear that google’s always tweaking their algorithms on their search engine and so if you want to get an idea how often they do it well they do it every day they’re constantly tweaking it but they what they do is they release major changes to their algorithm a few times a year so if you want to get a sense of what those changes look like well you could go to moz.com and you can go to google dash algorithm dash change and you can see here that hey google changes its search algorithm around 500 to 600 times while most of these are minor google again rolls out major changes like panda like penguin that affects search results in significant ways so you can go here and you can go all the way back to 2000 and see some of the algorithm changes that have occurred over the last few years and you can see here the last major one was done in august of 2018 that was the metacore update so they’re constantly making changes to their search engine to deliver a more concise more better ecosystem for the end user so if it’s a better search engine for the end user end users are going to come back so the whole idea is continuing to tweak the system the algorithms to better show more accurate results and so let’s take a look at some of the the major algorithm changes that they’ve done in the past so the first is we’ll talk about google panda and panda was an algorithm released back in 2011 so here we are in 2019 is a few years ago but still significant in that really this algorithm emphasized high quality content because before panda there was a there’s just a lot of content out there on the internet and there was a lot of spam content there’s a lot of duplicate content and so really the idea behind panda is for google to really deliver in their search engine results pages high quality content so what it did was it removed web pages that had low quality or duplicate content so that was the whole idea behind you know the algorithm nicknamed panda it removed low quality and duplicate content and that kind of cleaned things up a bit where if you did a search query now you’d actually see better better results and one thing about panda is because there’s so much quality because google’s indexing so much there on the internet that it’s constantly being updated it’s updated regularly so the next one we’re going to talk about is google penguin so penguin was released after panda and what that focused in on was low quality links so remember we talked about link building we talked about quality links over quantity so naturally you’re going to have links naturally from all websites whether that be high quality or low quality the whole idea behind this algorithm is to sever the links that are low quality and so the idea behind that was they focused on two areas so they focused in on link schemes and keyword stuffing so that’s what penguin focused on was link schemes were basically link almost link farming where you produced mass amounts of backlinks and not all of them were good quality they weren’t natural links links should be natural from one high quality site or blog to another high quality cider blog and by creating links games you’ve created an ecosystem where links just went to irrelevant low quality spam related pages and so google’s penguins algorithm update focused in on that effort to remove or combat pages that had poor links from being indexed in their search engine results and then they also combated keyword stuffing keyword stuffing is nothing more than taking your target a keyword and stuffing it into the content of your page or title tag your meta description so any sites that were caught up doing that basically suffer the consequences because what penguin did was take care of sites that basically were accused of keyword stuffing or had characteristics of keyword stuffing and they removed sites that had a lot of links pointing to it from poor quality sites and vice versa sites that really had a lot of external links pointing to other poor quality sites so that’s what penguin did they took a look at those two areas i mean so we talked about link schemes again penguin’s aim was to decrease the ranking of web pages that created artificially by using black hat techniques and basically what i mean by black cat techniques that artificially creating links that just didn’t make sense just for the sake of getting the backlink just for the sake of passing link juice and so that’s what a link scheme is or was and so google basically tweaked their algorithm to combat those poor link schemes and so keyword stuffing as i mentioned a minute ago it’s just repetitive usage of the same keyword and that just basically suffers the content is the thing that suffers here and when the content suffers the end users suffer so google is all about quality content and when you have quality content and that quality content is indexed and users find what they’re looking for chances are they’re gonna go back to the search engine to continue to find what they’re looking for with the end result being presented with quality content so keyword stuffing really dilutes the quality of the content and then let’s talk about the third algorithm which is rankbrain so rankbrain is a processing algorithm that uses machine learning and what that does that machine learning interprets search queries that users search on google so for example if rankbrain sees a word or phrase it isn’t familiar with basically the machine can make a guess as to what words or phrases might have a similar meaning and filter the result accordingly so basically take these search engine queries and present them in a way that’s logical so that the end result can be something that’s relevant to what you’re looking for and so for example if you’re searching for online marketing you will get results related for digital marketing on search engine remote pages why because rankbrain will interpret that particular keyword and they’re trying to basically match based on all the data they collected what words or phrases might have a similar meaning so online marketing digital marketing have similar meanings now that we’ve talked about some of the different algorithm changes that google has made over the years and continues to make let’s segue into the types of seo and so when we talk about the types of seo we’re really talking about doing what’s right what’s expected versus doing something that you know is trying to cheat the system and so you may hear the terminology black cat seo white hat seo or gray hat seo and so the whole idea behind these terminologies is that hey what are we supposed to be doing here in terms of following best practices in order to get our pages ranked on the search engines for the keyword queries we covered and so let’s talk about what not to do first and that’s always black cat techniques so i just mentioned a minute ago with panda and penguin algorithm updates you know penguin took into account you know link schemes poor linking techniques keyword stuffing so those are considered black cat techniques so black cat is a technique used to improve page rank by violating search engine rules and policies so it’s clearly google’s made a clear line in the sand they don’t like link schemes they don’t like keyword stuffing so if you take into account those practices then you’re practicing black hat techniques to treat this cheat the system to try and rank faster and so some other ways of black cat or you know redirecting or fishing having duplicate content all these are are things that are frowned upon by search engines so the result of not only algorithm changes is you could get your website blacklisted from the search engines if you are caught in violation of their policies it’s pretty clear-cut so that’s why the algorithms are in place uh the algorithms try and create a system an environment where you know good quality content is shown so if you’re keyword stuffing you’re creating lots of duplicate content that’s not in adherence with you know google’s policies for creating good quality content and as a result you could get blacklisted so with black cat techniques you run the risk of being penalized and you don’t want to be penalized by the search engines so white hat contrarily used to improve search engine rankings by following those rules and policies so in effect it’s everything we talked about today from on-page seo to off-page seo doing the right thing with your content in terms of organizing the structure with headers creating very clear and concise meta descriptions submitting a site map all of those are white hat techniques addressing page load time using really relevant key words naturally in your content and creating high quality content that’s fresh and interesting for the end user that’s a white hat technique that’s going to get you ranked higher and farther and with better benefits so grey hat is just simply a combination of black and white it’s the practice of improving by following the policies but they considered you know ethically dubious and so what i mean by that is listen you you don’t want to purchase links you want links to come across naturally you don’t want to do excessive internal linking you don’t want to have a lot of links pointing to one page it’s not natural so you want to be able to do things that are natural you don’t want to just take content from another side and claim it as your own so you want to do things that are natural that’s going to create a good experience for the user because if it’s for the end user which it is then generally it’s going to be good for the search engines and so let’s talk about website architecture now so basically when i say website architecture what i mean is we want to give the search engines an idea of how our website’s built so website architecture and the structure of websites important and so every website has a hierarchy it starts with the home page the home page is the top page it’s the the domain it’s where most people go to find other pages of your website and so generally you’re gonna have a scenario where you’re going to have a home page with you know if you sell products multiple categories and in those categories you’re going to have multiple products so the generally that’s how a web architecture flows it follows from top down and the reason for having a good website architecture is internal links are spread equally so you want to make sure again not to apply a black cat method or greyhound method of pointing all links to one page you want links naturally to spread throughout your website because not just from an seo benefit but from an end user perspective you want users to flow through your website naturally so if you’re planning on developing websites from an seo perspective you know take these things into consideration so we want to take into account the site architecture navigation we want to take into account the url remember we talked about url structure and on-page seo the rule of thumb is if you can read it the search engines will read it so we want to keep it clear and concise and relevant to the content of that page when we talk about responsive design we’re talking about multiple devices so you don’t build a website just for desktop especially when mobile is being

used by a majority of the users around the world so you want to build a website that’s both desktop friendly and mobile friendly we also want to take into account a robot’s text file and a robot’s text file is simply just a text file that allows the search engines to index certain pages it tells them what not to index and so you can always find the robot’s text file normally if you go to a website and let’s just say we go to valleyfig.com and then we type in robot or robots.txt file here we can see if i type in robots.txt file here this basically is a file a text file that’s in the root directory and it simply just gives the search engines an idea of what they’re allowed to index and what they’re not allowed to index so anything with a disallow means hey search engines please don’t index these pages so that’s what a robot’s text file does and every site should have it because there are some pages on your website then you inherently don’t want the search engines to index and you want to optimize for the crawlers so that means that making sure that your pages are available and that means also submitting a sitemap remember we submit our sitemap via the google search console so good site architecture not only makes content easy to find but also helps to gain traffic because hey if your site is easy it’s well organized it’s built multiple devices the urls are easy then all that’s going to be apparent to the search engines and when it’s apparent to the search engines it’s going to get indexed they want to get indexed then you’re going to get found and you’re going to get the traffic so it’s just a natural progression it’s best practice so some important features of good architecture are again that url structure code your site navigation and css or html make it easy for the search engines to follow build a comprehensive structure for an internal linking meaning they should be natural internal links if a page is relevant to another page then create an internal link if you have a very big website with a lot of content or a lot of products then create a breadcrumb navigation okay so we’re maybe familiar with that on amazon as an example amazon.com has a lot of products and if you’re navigating from one product to another in one directory or one category to another category then amazon creates what they call breadcrumbs to help you navigate back to where you were quickly so these are all good best practices for good site architecture good site architecture equals search engine results so responsive design helps to make your website mobile friendly it will increase the amount of time the user spends on your website which may improve site ranking so let’s talk a second about mobile friendliness so if i go back to google search console there happens to be in search console a mobile usability report and so if i click on that report basically what it’s going to show me is pages that are do not follow google’s best practices so some of google’s best practices are making sure that the text is easy to read that clickable elements aren’t necessarily close to one another and the viewport is set to the appropriate device meaning the screen is set to the appropriate device okay and so basically if we are found in violation then the pages affected are going to get flagged by google and if the page is affected or flagged by google then those pages won’t get indexed and so we want to keep an eye on the mobile usability report in google search console so remember it’s better to have a good site architecture that bots can easily index so bots will give preference to web pages with relevant content and in the end it will help your website rank better and as a side note always use a site map to make it easy for the bots to crawl your website so we covered that and on page as a reminder if i go back to search console and if i click on sitemaps i can go ahead and submit my sitemap so if i created an xml version of my sitemap called sitemap.xml and i submit that basically what i’m doing is i’m saying hey google here’s my sitemap file and in that sitemap file are all the pages on my website that want to get indexed and when you submit your sitemap to google basically they’re going to discover those urls and index those urls and their search index and that expedites the process of getting indexed it expedites the process of getting found on search and it expedites the process of getting clicks on your search results pages and and having that traffic go to your website where they can enjoy the user experience and convert and remember the robot’s text file is there to allow google and other search engines to know what pages to crawl so good website architecture like for example amazon they use breadcrumbs they have a hierarchy in terms of of categories okay so you can see how it’s evenly dispersed on the left side on the right side a poor website architecture is very slanted in one direction a lot of internal links no breadcrumbs the navigation isn’t very clear so we want to make sure things are simple and easy so let’s turn our attention to local seo so local seo is for those businesses who focus on a specific market it could be a whole state like the state of florida in the united states it could be a specific city in a particular state like orlando florida or miami it really depends on the business and who you are trying to attract and what geo location you are trying to attract so if you’re trying to attract a segment of audience in a specific location then local seo should be in your sites uh for optimization and so when we talk about local seo we’re really talking about optimizing your website to get traffic from a specific location so that’s what local seo is and the idea behind local seo is to put your particular service or product or whatever it is you’re offering to that particular geo market that particular locale or that city or that state so you want to put yourself in front of the right audience that’s the whole idea behind local seo and so if we focus it on google you know local results are based on three factors and this is according to google so it’s based on a relevancy so if somebody’s looking for a plumber and you happen to be a plumber in that particular locale or city or zip code then chances of you getting found are going to be great because of relevancy and then distance so where that person’s located based on your address or where you’re located has a role in how you display on local seo and then prominence so prominence is also very important because you know how prominent are you as a business are you getting a lot of reviews do you have a lot of different locations do you have all your photos and all your information posted so prominence does play a bit of factor along with distance along with relevancy on google local seo so these factors combine to help find the best match for your search just somebody typing in that plumber or say that italian restaurant or any particular product or service is going to find local results and you want to be there to to meet that person when they’re looking for your product or service so that’s the whole idea behind local seo and so one of the factors with local seo is having consistent nap or not and so what is nip it’s really name address and phone number so it sounds very simple and it is simple you just have to be consistent so if you have a local seo presence on say bing search engine you want to make sure that the name address and phone number are can also the same name and address and phone number on google so it’s just about consistency so that’s what we want to do we want to make sure that we’re consistent across the board because it’s important for companies that want to rank well have some consistency and it’s important too when we talk about consistency to actually have that information you need obviously the name of your company you obviously need a phone number and you need to put your address in there but really of all three the phone number’s just as important because when we talk about local seo we mentioned mobile earlier we know that a lot of people initiate their search on mobile and so if they’re looking for a local restaurant or local cafe or that plumber and you appear in local seo then your phone number’s going to appear with the results and that gives an opportunity for somebody to go ahead and just click on that number to call it just makes it that much easier for somebody to get in touch with you so consistency and having all your information are important factors for local seo so having an inconsistent nap if you will is not going to bode well for you on the local seo results okay it’s important because it offers up legitimate legitimacy it offers up better rankings and at the end of the day it’s going to help you get those calls it’s going to help you get traffic to your website so for example if a particular company that sells puma running shoes has yellowpages.com listing we want to be consistent if it’s on yellowpages.com and this is their address on their website then you need to be consistent with that if it’s inconsistent and we’re talking about very minor details but these minor details are important simply just putting rd as road and then spelling out row is going to cause some inconsistency so consistency is very important why because local seo is also tied to mapping you know google maps and so google wants to see consistency so that they can offer up the address and the mapping services so that’s one good reason why it needs to be consistent another reason is again you know so many may want to uh drive to your location or call your location or see if that location is close to them so that’s why consistency is such a key component to local seo so in order to get started on google for local seo what you want to do is you want to just do a search for google my business so google my business is the platform in which you’re going to set up your local business and once you set up your google my business account whatever that account is you want to make sure you have all the credible information in there i can’t stress that enough you need to have that phone number you need to have that address it needs to be consistent but with google my business there’s a lot of things you can do here so you can manage reviews so if you do have a location you can go ahead and manage those reviews that somebody puts in for your business and so if it’s a negative review you definitely want to respond to that negative review if it’s a positive view you definitely want to respond to that positive review so you can manage reviews you can upload photos so photos is a big component as we talked about with all tags and images you know having these images help appear in the local seo results you can manage a lot of other things your information you can manage posts you can offer up promotions there’s a lot of things you could do you could set your business hours so the more information you put in to google my business the more information is gonna can be conveyed to the end user looking for your products and services and google my business even goes as far as offering up the opportunity to have a website so if you’re a business that doesn’t even have your own website you can create a website right in google my business and so the end result is this if somebody’s looking for let’s just say lice removal and orlando let’s just say your child comes home from school with some lice you need services that offer up lice removal well you’re going to be able to see businesses listed in the atlanta region that offer up the service you’re looking for and if you’re on a mobile phone you can go ahead and quickly you know call that person you can go to the website you look at the reviews so local seos are very important to local businesses very important and so you want to make sure you have consistent presence not just on google but on bing and some of these other local platforms like yellowpages.com for example so being prominent across multiple platforms is going to put yourself in front of the right audience who’s looking for your products and services let’s talk about how to measure your seo performance so all that hard work you’ve done with on-page seo in coupled with all the work you’ve done with off page seo are eventually going to net results and positive results and we want to be able to measure that as you’re actually doing the work as you’re putting forth the effort on on page and off page and so we want to be able to measure that and so you want to be able to understand what to measure and where to measure it and so when we talk about seo we really want to hone in on three high-level core metrics and that’s ranking traffic and conversion so when we talk about ranking traffic and conversion we can break that down into this list here what kind of traffic are we getting from organic search what kind of traffic are we getting from mobile devices remember mobile is very important because as we talked about with on-page seo as we talked about with local seo a lot of searches start with mobile devices we want to look at keyword ranking remember keyword research is the first step in the seo process even before we do any work with on-page and off-page you know we want to look at the local visibility if we have local seo results we want to look at engagement metrics so all that traffic we’re driving from organic search we want to be able to measure how they’re performing and behaving on our website we also want to measure some form of progress on off-page seo and that’s in the form of backlinks so all of these are different metrics we can measure using different tools so let’s talk about how to go about looking at these metrics and where to go look at them and measure them and so really monitoring all this behavior will help us understand how we’re performing how seo is performing and so really what we want to do is start with organic traffic and so we can look at that on a month-to-month basis we can look at it from a geographic perspective we can look at it in terms of how many new visitors we’re driving versus returning and then again more importantly conversion rate and so to me the best place to start to look at that traffic from organic search is google analytics and google analytics is a free tool it’s simply there to measure website performance so if you go into google analytics we can actually go in and we can look at all sorts of data based on website behavior and so if i’m in google analytics and i go under acquisition and then i go under all traffic channels over a given period of time let’s just say the last seven days for a particular website i can see what traffic is coming from organic search and then i could see the amount of new users that are coming from organic search i can also see engagement metrics bounce rate for example so i want to be able to see if somebody’s typing in a query clicking on our link in the organic search results and then coming to our website are they actually engaging with their website or are they leaving the website after only visiting the page they landed on so that’s all in these are all important metrics to measure and i can measure all that right here in google analytics if i wanted to i can even take it a step further and break that down by country so if i type in country as a secondary dimension now i can see what country is driving traffic from organic search so a lot of your organic traffic information is going to be centrally located in google analytics so we also talked about mobile traffic a majority of searches take place on mobile phones versus desktop so google basically is reporting that nearly 60 of searches now appear from mobile devices and so if we go back to google analytics we can also look at a mobile report so if i go in google analytics under audience under mobile overview i can see a breakdown of the amount of traffic coming from desktop versus tablet versus mobile and so you’ll find as time goes on that your mobile device is likely going to drive a majority of the traffic from organic search and so you can compare device information with channel so if i just type in channel and google analytics as a secondary dimension and look at the default channel groupings versus device category i could see that you know mobile from organic search has driven traffic over the last seven days this is something you want to keep an eye on because a lot of people tend to begin their searches on mobile devices so mobile ranking is different than desktop ranking because with mobile ranking it’s based on a responsive website and with that responsive website basically responsive being that the website’s going to adapt to the mobile device so it’s going to respond to the device that somebody’s on and so therefore the metrics or the engagement metrics are going to be different but if i look back to google analytics i can see again bounce rate i can see pages per session average session duration so if i look at line three i could see all the different engagement metrics compared to those metrics from other devices and other channels okay so you want to be able to do a comparison because if behavior is not up to par engagement is not the par on mobile then you want to do something about that so you want to hone in on mobile traffic specifically from organic search because the behavior is going to be different you know people start their searches on mobile the site’s going to be different and so therefore it’s a different experience altogether so make sure you track the behavior and more importantly make sure you track that page speed so earlier we talked about on-page seo when we honed in on page speed so just as a reminder if i’m back in analytics and i go back under behavior then if i go to site speed then if i go to overview i’ll be able to see the average page load time on my website i can also look at specific page timings and i should be able to see that by device so if i type in device category i’m going to be able to see how each page loads per device and so this allows me to understand which pages are loading fast which pages are not loading as fast and address those pages accordingly to improve engagement metrics so we want to keep an eye on page speed as well as overall user behavior from mobile devices you can also use other tools that are out there like agency analytics there are plenty of tools out there i tend to use google analytics because primarily it’s free and google analytics is a google product so it works with other google platforms like google search console we want to keep an eye on ranking so remember when we do our keyword research we’re choosing keywords that have high relevancy high volume and low competition so we want to be able to track keywords that we choose that have high relevancy high volume and low competition and so the tool we use or at least i recommend using is moz so i mentioned moz earlier with on page and off page seo so if we go into moz and we know what keywords we’re trying to rank for we can go ahead and add them to mods and what moz does is they actually track where these keywords rank and so if i go into mods and i click on rankings i’ll be able to see on a weekly basis or a monthly basis how our keywords are ranking and for what pages they’re ranking so for whatever keyword i choose to to optimize for i want to make sure i put those keywords in moz because when i put them in moz moz is going to on a weekly basis tell me where these keywords rank and for what url they’re ranked for so that way i can keep an eye on ranking over time because in theory the higher you rank the more traffic you’re going to get and so we want to be able to see the trend in which keywords rank okay so if i click on a particular keyword in moz it’s going to give me over a period of time where that keyword is ranked be able to see improvement in ranking for particular keyword the whole idea behind seo is to choose keywords that are relevant optimize for those keywords so that you can be ranked for those keywords in order to get the traffic and conversions so moz is a good platform that helps us monitor rankings for particular keywords now if you don’t want to use moz as an alternative you can turn your attention to google search console and so remember we talked about google search console earlier when we talked about sitemaps we also talked about mobile usability with search console we also talked about links to your site with google search console so google search console is a good tool to help you understand how you’re performing with organic search and so there’s one tool in particular which is performance that helps us understand what keyword queries people are actually typing into google search and so here i can see the actual query and so with this particular website valleyfig.com i can see that dried fig recipes over the course of the last three months had 5 5414 impressions that means that one of my pages either one or multiple pages appeared in google search engine results 5414 times and over the course of those 5414 impressions i received 1100 clicks so google search console is going to be able to tell me not only you know how many impressions i receive for a particular keyword but they also going to tell me how many clicks and if i wanted to add more metrics to that i can add them like the average ranking position for keyword the click-through rate so i can add multiple metrics to this report to give me an understanding of hey are any of my targeted keywords being used or queried and if they are where am i ranking and i am i showing up and am i getting clicks so search console sirs is a good alternative if not primary tool or platform for you to measure how your organic search results are showing so for local visibility this metric is important for you know maintaining local seo so remember on the local seo we talked about google my business so if i go back to google my business i can go into my account and so google my business is going to be able to show me some metrics so if i go into google my business and click on insights i’m going to be able to see a number of different metrics over the course of a month i can see exactly you know what queries were used by how many users and when i appeared so i’ll be able to see how many views i receive not only on search results but on maps then i can also see what actions people took when they saw my results in maps or in search did they visit my website that they request directions that they call so i can actually see engagement metrics right in google my business i could see a breakout by zip code i could see phone calls by day of the week i could see how many people even viewed my photos so there’s a lot of insights into local seo on google my business so that gives you an idea of how you’re performing organically on local search and remember you want to be able to use google my business to hone in on your specific audience so all these metrics help you align with whether you’re getting in front of the right audience and whether that audience is actually behaving the way you want them to meaning you know are they actually contacting you are they going to your website are they calling you so local visibility and understanding the metrics involved with local seo is very important so google my business is where you want to turn your attention so overall engagement metrics are important they play an important role in determining rankings for example we talked about bounce rate to bounce rate is the rate at which people go from organic search to your website and then leave after uh seeing one page and not going any further so if they land on a page and then leave the website after landing on that page it’s considered a bounce and so bounce or bounce rate is a good indication of how people are receiving our website or the content that they’re reading on our website there are other metrics involved like average session duration or pages per visit all of these are engagement metrics and let’s not forget about page speed so page speed is also a good engagement metric all of these metrics affect or determine rankings so we want to be able to make sure that if we’re in google analytics and we’re looking at engagement metrics that our metrics are good because if somebody comes to our website from organic search and there’s a high bounce rate then what does that tell us that there’s a disconnect between what that person’s querying and then the content that they’re reading and so we want to be able to address those engagement metrics so that we can continue to not only drive quality traffic but keep the traffic engaged and then in turn drive up conversions last metric we want to look at is backlinks so content having more backlinks from good domains will effectively improve your seo performance we talk about backlinks with off-page seo and remember quality over quantity and so we can measure backlinks going back into moz we can use moz’s link explorer tool so remember if i type in a domain valley fig i can get some metrics related off page seo including my domain authority but more importantly i can see what links are pointing to my site in this case valleyfig.com so i can see there are 575 link domains i can see there are 7 900 inbound links and so just by clicking on that i can get an idea of the types of websites that are linking to my site and their domain authority and their spam score google search console so if you go back into search console you can also just click on links and we should be able to get an idea of you know what websites are linking to our site and more importantly we want to be able to see not only what sites but what pages they’re linked to remember we want our backlinks pointing to interior pages not necessarily the home page so here i can see the top link page for valleyfig.com is slash recipes so we want links pointing to our interior pages not necessarily the home page that’s what’s going to help your performance your rankings for all your pages not just your home page so having quality back links pointing to interior pages help boost the domain authority and the page authority for that particular page so again using moz link explorer tool or using the links report and search console are good sources for you to identify backlinks so when we look at these these reports we want to look at the domain authority of these sites that are linking ours the number of outbound links to the site or specific pages on our site we want to be able to look at the ratio of link distribution you know we want to be able to look at how many follows and nofollow so most of this if not all of these metrics are in moz so if i go back to moz i can actually see you know which one’s pointing which ones are followed the total quality of the link that’s pointing to our site again bam so moz link explorer report tends to give us all the information we need in order to measure and get a sense of our backlinks that help us with off-page seo so there are other tools out there there’s hrefs again search console there’s other seo platforms out there that’ll help you measure backlinks okay now that we covered everything with on-page seo and off-page seo and really everything seo in general let’s take a little quiz and if you could go ahead and just put your answers in the comment section below so just a little quiz here and we’ll start out with question one which the following type of site map is specifically designed for search spiders so the answer is either a html sitemap or b xml sitemap so go ahead and put your answers in the comment section below i’ll give you just another second to think about that okay another question for you from a search engine perspective which of the following link types could cause a negative effect on your rankings it’s either a purchase link or b no follow link so again if you could if you know the answer or just take an educated guess go ahead and put the answers in the comment section below okay next question a website’s robots text file serves what function is it a tell the bots what pages should be crawled and not crawled or b tells the bots what links should be follow and no follow so if you know the answer you feel good about your answer go ahead and put it in the comments section below today we’re going to talk about seo tips and tricks so let’s get started and throughout this series we’re going to have a few tips to share with you and we’ll start out with tip number one opt for smarter ways to do keyword research and so if you listen to any of our seo tutorials in the past you know that keyword research is the first step but the most crucial step in starting seo so when we do keyword research we want to be able to basically find keywords that we feel are relevant to our business that we want to be found on search for and so here are a few tips that can help you do that research in a more efficient manner the first thing we want to do is identify a list of keywords that are relevant so we only want to focus on relevant keywords for our business that’s a given so what i would suggest is as a best practice maybe you know put down some of those keywords in a spreadsheet so think of them as a theme of keywords because when you do research you’re going to want to include a theme of keywords related to one another so you can pick the best ones out of that theme and so as an example if we have a company that sells dried figs in a spreadsheet as an example if i show you a spreadsheet maybe we want to focus in on just dried fig and maybe we want to focus on dried fig recipes so go ahead and put those in a column you know some of these keywords that you know you want to be found for so that’s really the first step they need to be relevant so put them in a spreadsheet so that you can build keywords around that list then we want to choose keywords and when we choose keywords we want to have some criteria around choosing them and so we always want to choose keywords with a lot of volume and what i mean by volume i mean how many people on average type in that keyword or a related keyword per month the second criteria is the keyword a product fit meaning you know is the keyword relevant you always want to stay true to relevancy the third is commercial intent what is the intent of the keyword is it trying to get us a sale is it answering a question so what is the intent of that keyword and then last it’s difficulty so we want to definitely take a look at how difficult a keyword is to rank for on organic search so that’s some of the criteria you may have some additional criteria that you want to use but this is the criteria basically for choosing keywords so again we want to prefer keywords with high volume you want to be careful of seasonality so remember seasonality in this example christmas tree you’re only going to have a spike you know during the winter or excuse me the october november december months so be careful of seasonality when choosing high volume keywords and again keywords that are relevant to your product even though it doesn’t have much search volume relevancy always trumps volume or any other metric commercial intent so we want to look at keywords that for example have buy in them they may have low search volume but if somebody’s typing in that keyword then we can insinuate that the consumer who typed in that keyword is ready to make the purchase so we want to look at what the intent is of that keyword and then again the difficulty always opt for keywords that have low difficulty or competition and so in order to get these metrics we can use third-party tools and i’m going to show you a couple of examples of third-party tools you can use that will give you some of this information so the first tool i’m going to show you is google ads keyword planner so if i’m having a google ads account i could simply go to tools and then choose the keyword planner and from there i want to find new keywords so if i choose the keyword dried figs because that’s the keyword i put in my spreadsheet that i’m interested in optimizing for and then maybe drive fake recipes that was the other keyword theme so if i enter those two keywords in just to begin with basically what google is going to give me is the average search monthly volume so here i can see dried figs i have an average monthly search volume 8 100. that means on average over the last 12 months that’s how many people have typed in that keyword here i can see a little bit of a trend i just hover my mouse over that graph i could see again for seasonality impact if there is any seasonality what the volume is on average per month then i can see the competition is high and because this is google ads because it’s paid search they’re gonna give me a sense or an idea of what i should be bidding on that keyword now that’s another topic for another day but it’s good information to have because if you’re not ranking for a keyword you could decide to bid on it for paid search so don’t discard the bidding information go ahead and put it in a spreadsheet for later use but for now we’re focused in on keywords that are relevant how much volume how much competition okay so once i get this information here i can simply go back to my spreadsheet and put that information in there what’s the volume for dried fig what is the competition now for competition notice that google ads gives us a higher low now if we’re trying to measure ratio between volume and competition we want to get an actual sense of what that competition is so what i always do as a best practice is go into google search if i go to google search and i type in dried figs i’m going to see the actual volume is 34 million 500 000. so i can see that’s the actual search volume for this particular keyword however if i add a syntax called all in title before that keyword with the colon space and then hit enter then i could see the actual volume reduces to 31 000 and basically what this tells me is that 31 000 listings results have the keyword dried figs in the title tag so if a web page has dried fig our targeted keyword in the title tag then ideally we can insinuate that that page is trying to rank for that keyword so therefore in order for us to rank number one on google we have to jump over 31 000 results so we want to be able to include this information into our keyword analysis so if i go into our keyword analysis here and i go ahead and enter in that information so what’s my keyword my keyword is dried figs okay my volume was 8 100 my competition was 31 000 and so that gives me a ratio of 81 divided by 31 000 if i make that into a percentage basically 26 so that’s my keyword effectiveness index or kei or ratio between volume and competition and so that’s an a way that you can gather information is by using google ads enter the information into a spreadsheet and then sort all your data by kei you could sort it by volume you could sort it by competition all these metrics matter alternatively as another tool you can use moz so moz has a keyword explorer tool okay so if i type in the keyword dried figs focusing on the united states i could see that moz says hey look there’s anywhere between 4 300 and 6 500 in terms of volume out of 100 the difficulty is 41. and so i can expect a click-through rate of you know 41 and so basically the great thing about moz’s keyword explorer tool is i can also look at the search analysis search engine results pages what serp stands for and i can analyze the serp for a particular keyword in moz so i want to be able to understand what my competition is doing so here i could see if i really want to try and optimize for that keyword i could see what the other pages are ranked for that keyword in the on page one i can also see what local results show up for that keyword so here i could see that we have a number of different sites listed here so if we want to be number one these are the sites that are basically above us that we need to climb over to be number one on google so i find that the keyword explore tool in moz is very helpful for understanding your competition as well as getting a alternative check on volume and competition or difficulty if you will and so remember we want to identify a list of keywords that are relevant i can’t stress that enough we want to choose keywords based on difficulty we want to choose keywords based on volume on commercial intent and more important relevancy we can also identify trends from a site search query like amazon and know what your competitors are ranking for so we can also go back into moz and we can see just by typing in some of the keywords we’re focusing on we can see if our competitors are ranking for the same keywords just by using that keyword explorer tool and then another thing we want to look at is lsi or latent semantic indexing so that’s a fancy word which basically means we want to find keywords related to the topic of the page you’re trying to optimize so if there are other keywords on that page then you could sway in that direction and so when it comes to choosing keywords you want to choose always a primary and secondary keyword and so if we go back to our spreadsheet it doesn’t necessarily always have to be just one keyword it doesn’t necessarily have to be dried figs we could choose another keyword that has a good volume to competition ratio so we want to choose keywords that are always relevant and if we’re analyzing nothing but relevant keywords then we want to be able to choose keywords that have a good ratio between volume and competition so you always want to choose at least two keywords per page we could also stay up to date on industry news as it will help you learn new jargon so it doesn’t hurt to subscribe to sites like search engine watch or search engine land they have lots of good tips so here i’ll show you what that one of those sites look like if i simply just go to search engine watch dot com i find this is a good resource to stay up on the latest news when it comes to search engines here we could see why seo and front-end developers are the perfect search marketing team another article about optimizing your channel youtube channel five easy steps so there’s a lot of information here on search engine watch that pertain to seo and keyword research we could also look at other third-party sites like wikipedia reddit and core for example so if i go to quora i can do a search for dried figs and i could see what’s being written about that topic so that should give me some ideas to build a keyword a list around so for example the health benefits of dried figs okay are dry figs safe for diabetes best ways to eat dry figs so those are all good keyword themes that we could build a keyword list around and i did that simply just by typing in dried figs on core so that’s a a good tip for you to leverage when you’re trying to build out a keyword list okay let’s uh talk about tip number two which is publish high quality content to get more traffic to your website so it’s all about content so we’ve already done the keyword research we still need to kind of merge the two when we talk about merging the two it’s not just building content around those keywords it’s much more than that when it comes to seo and so that’s why we always talk about high quality content so let’s talk about some of the tips that can help you create high quality content so first tip is we want to be able to publish longer and engaging content longer and engaging content tends to rank higher on google why because you have more content to work with and when you have more content to work with you can optimize it you can structure it you can insert different assets like videos and images and by keeping it long you’re gonna likely keep it engaging and so google tends to lean in favor of content that is well organized structured and long because it is more likely to be engaging for the end user we definitely want to include those target keywords so you want to be able to you know insert those keywords into those meta tag descriptions into those title tags into those alt tags but you want to work them in naturally you don’t want to force anything content should be naturally written because if it’s naturally written it’s going to be engaging so we want to use lsi keywords in the content so lsi or basically latent semantic indexing basically just means different terms and concepts related to your target keywords so feel free to use terms that are similar to what you’re currently using these keywords can definitely be used for seo because they create more visibility and potentially higher rankings because it gives you an opportunity to use keywords that are natural and work for different variations and let’s look at examples so if you’re optimizing an e-commerce category page and your keyword is one mix used for men so we want to use keywords closely related to one mix used for men for example running shoes for men or sport running shoes for men outdoor sports shoes or air cushion shoes let’s take a look an example of amazon so if i go to amazon i could see the one mix shoes for men page and if i look at this page i can see a lot of product and each product has basically some content associated with it i.e the title of the particular product and so you want to be able to use different descriptors for this particular product for example men’s running shoes or breathable lightweight gym sports shoes or lightweight casual sneakers or walking casual sneaker all of these are lsi related keywords they’re similar to what we’re trying to optimize for so you don’t necessarily always have to be brand heavy or stick with one keyword you could definitely show variation especially on the e-commerce side if you’re dealing with different products so we want to make the content readable with the help of visuals subtitles and bullet points so if your e-commerce you want to make sure that page is laid out properly easy to read you hear i could see the descriptor along with the title all kind of merge together and so there’s no break out of okay this is the product name this description it’s kind of one all-in-one which i like it just makes it more natural sounding okay and you can see these are all broken out uh pretty well laid out page and amazon is more or less you know consistent in terms of how their pages are laid out so make it readable add visuals add subtitles add bullet points it helps break out a lot of the content especially if you have a long amount of content or large amount of content so the use of subtitles bullet points and visuals will help break it out structure it and make it more engaging for the end user you definitely want to write an effective and organized content in order to reduce the bounce rate so there is correlation between engagement and bounce rate the more you structure the more you add visuals the more you add subtitles the more engaged somebody’s gonna be the less likely they are to bounce from the pitch we also want to share customer reviews and ratings so if you have a web page you sell products even if you don’t sell products it’s always good to have testimonials or some type of customer review so if we go back to our example on amazon and we clicked on a product uh one of the running shoe products we look here we can see the image we could see kind of the description well i may not be so interested in buying this product i want to know a little bit more about it well that’s where the breaking point comes in that’s where the decision factor comes in where if i read other reviews then i can possibly have my mind made up to buy this product so here i could see that not only the reviews but there’s testimonials so i could see that here you can see that there’s a lot of stars and you can see the kind of the review title these running shoes are very comfortable and lightweight so you have a lot of different feedback and so reading custom reviews is always helpful because even though you’re making the decision it kind of will help sway you in one direction or another at least it does for me so that’s the the beauty of a customer review and a rating we want to be able to use those to our advantage and then you want to be able to update your content on a regular basis so and that goes for testimonials and reviews you want to make sure you’re always getting reviews if you’re always getting reviews then that’s just adding to the particular product and so if you’re always updating your content on a regular basis as well then google’s going to be able to see that and google likes fresh content okay we also want to include the benefits of the product so if you’re selling a product any product you always want to include the benefits you want to do as much as you can to make your product engaging to the end user enticing so that they can buy it so in addition to customer reviews or adding content about the product you want to include benefits so if we go back to amazon here we can see amazon lists a lot of the benefits or one mix in this case lists a lot of the benefits so here you can see all the descriptors about the particular product it’s got rubber sole it’s got a breathable textile lighting you get free high quality socks with every shoe so these are some of the features and if we continue to scroll down we could see some of the details about the fabric type specifics about the fabric and a lot of information on this product page even a sizing chart so a lot of different features that will help the end user make the decision so don’t hold back add as much information as you possibly can as much information as you have available it doesn’t hurt because in the end what you’re trying to do from a product perspective is sell the product and you can’t really sell it unless you have information that’s going to convince the user that this product is what they want to buy so include the warranty size recommendation return policy and some offers so it should all be listed on the page easy for the end user to see so can’t stress it enough provide as much product information as possible go back here here it has a sizing chart what colors are available again some of the descriptors if i scroll down here i can see some more of the benefits you know waffle rubber outsole soft deodorant insole again fabric type it’s got all sorts of information it’s got images about the fabric itself the shoe itself how it’s structured so a lot of information about this and it even does a comparison and so there’s a lot of information about this particular product so don’t hold back add as much as you can to convince the end user so in the case of the one mix on amazon you know they had a sizing chart you know they had an faq being additional information what other products that customers view from one mix and then testimonials so these are some of the basic bits of information you want to add on your page if you don’t have customer reviews it’s okay add faq in its place again the end result is to convince the customer to purchase the product and then build a comprehensive internal linking structure of web pages so every product page should link to similar products so if i go back here here i can see other products from one mix so you should always have a linking structure so that if the end user doesn’t want to particularly buy that particular product then you have links available so they can go to another page and then add different varieties and related short videos of the product so if we go back to our product page you know they have different varieties that they’re showcasing here they have the size chart they even have a size convertible chart so if you’re dealing with metrics you can go over to us metrics feet vice versa you can add a video you know show a video of if you’re selling running shoes throw a video somebody working out you know it doesn’t have to be a full-blown commercial per se but it could be a short 30-second video of what the shoe looks like on somebody else’s feet so that they could see somebody walking with those shoes on so video doesn’t have to be a big production you can do it right from your phone so review your content before you publish this goes without saying you want to do that just you make sure you include everything possible because when the content does get published remember google is going to index that content when they index it it’s going to show up in the search results so we want to make sure we have all the information readily available not only for the end user but for google as well we want to be able to analyze our meta tags in url to improve click-through rates so this is important because the meta tags i.e the title tag and the meta description and the urls what shows up in google search results so we have title tags up first that’s the first important element that’s what shows up in the search results so what we want to do is we want to optimize the title tag and when we optimize it we want to use modifiers and when i say modifiers i mean you know feel free to use the word best or back or free shipping or discount so for example if you’re selling running shoes 25 best sneakers or up to 70 off or free shipping or buy shoes on discount very action oriented but you know it includes these modifiers that are going to help somebody click on that link so some tips for optimizing the title tag in addition to modifiers we want to watch the title length and we want to include those target keywords in the title tag so remember you’re likely going to have two keywords to work with you want to have at least one of those keywords in your title tag so with the modifier you know up to 60 to 65 characters in length with that targeted keyword should get you a good title tag that’s going to get somebody to click on it so let’s look at an example so if i type in the keyword best recipes for dried figs you know here i can scroll down here’s my title tag stands out my url is right underneath that and underneath the url are is the meta description and so here i can see some modifiers 188 best autumn dried fake recipes or 25 fantastic fig recipes or 10 best cooking dried fig recipes so these are all modifiers they’re going to help somebody get the click get them to click on your link and go to your website so when you don’t hit the 65 character lemonade if you go over that google’s going to cut off the title text so we want to avoid that at all possible so the whole idea is you know like 10 best cooking dried fake recipes by emily that’s a good enticing title tag okay takes into account a modifier includes the targeted keyword and is under the 65 character count some additional tips for writing meta description we always want to provide a unique description for each webpage of the website so no duplicate meta tag descriptions every page needs to be unique then we also want to be specific about what we’re offering so if you have say you’re selling headphones and you have a particular set of headphones from a different specific brand include that in the meta description if you have that particular product from that brand on sale include that in the meta description so you want to be as specific as possible the whole idea behind a meta description is to describe the page but also to get the end user to click on your link so here’s an example of using modifiers and describing a page if we look at amazon again we can see this example here and if we look at it on google search results so if i type in amazon bluetooth headsets ten dollars are on sale here we can see a lot of amazon listings in google search here you can see the use of modifiers in the title tag and also in the meta description here we could see that you know this particular headset bluetooth headset is on sale 50 off so if something’s on sale feel free to include it be descriptive about the page let people know where they’re going and use those modifiers don’t be afraid to use numbers in the meta description even if it’s the price itself even if it’s not on sale but it is the price included it’s not going to hurt the more information you can include in a meta description the better chance you have of somebody clicking on that link use numbers symbols you know percentages off always help use catchy words like discount or cashback you’re competing with other listings on the page so if you have something on sale if it’s on clearance list that it’s on clearance here i can see they even included the coupon code so feel free to list as much specific information about that page as possible the whole idea is you’re competing with your own web pages but in other cases with competitors so the meta description along with the title tag and the url helps separate out you from the rest of the listings on search engine results and we don’t want to keyword stuff we want to keep it within 160 something characters or 160 65 characters because google will break off the meta description just like they do with the title tag and so we want clean natural written meta descriptions that separate you from the competition so that means including the keywords but making sure those keywords are naturally included in the meta description so if i go back again to valleyfig.com and i could see the meta description hey welcome to the best resource online for dried fake recipes savory is sweet snacks are healthy dried food recipes we’ve got it all okay start cooking with figs and so it’s natural sounding it does include the keyword it’s not keyword stuffing it’s natural sounding that’s hopefully going to get that person to click on this particular website let’s turn our attention to the url so we want to make sure that the url is basically taken into account best practices so if we take a look at this particular url here it doesn’t necessarily look as attractive as we would like so first of all i don’t understand some of it so that makes it unpleasant boring and messy to say the least so you want urls that you know basically are clean and understandable so in other words we want to make them seo friendly because if they’re seo friendly somebody understands the url then they’re likely going to click on it so the old rule of thumb is if you can read the url then the search engines can read the url so here are some tips for creating friendly urls for seo make it readable you want to include the target keyword in the url so if it’s dried figs the url should include dried figs if it’s dried fig recipes make sure it’s dried fig recipes now avoid using too many subdirectories in the urls so we want to keep it as close as possible to the root directory and match the urls to titles most of the time so let’s go back to our example here here we can see this is valleyfig.com recipes not necessarily dried fig recipes but recipes nonetheless it’s in the root directory okay so at all cost now this is in some cases unavoidable given that you may be dealing with an e-commerce website that’s calling you know content from a database so if it that is the case you’re going to have some dynamic parameters in the url which is fine just make sure you avoid having too many of those dynamic parameters it’s understandable that parameters but the rule of dumb generally is no more than two different parameters in the url so prefer to create short urls that’s really the way to go the shorter the better is the rule of thumb and you know if you’re going to break up the url then use hyphens instead of underscores it’s just cleaner it’s a more understandable search engines tend to read it a little bit easier if it’s hyphen so here’s what a friendly url looks like for search you got your domain you got a subcategory broken up with a hyphen and then the product so that’s just a clean url for a particular e-commerce site that has categories and sub-categories so again we got amazon.com your category can be electronics your sub-category could be earphones and your product could be both earphones it’s that simple let’s start with talking about rich snippets this is tip number four so we want to add rich snippets to improve your website’s visibility on serps so tip number four is all about rich snippets so let’s start out by asking ourselves what is a rich snippet so rich snippet is simply just a term used to describe structured data markup that you as a website owner can add to your html so hypertext markup language or html is what is basically constructs a page if we can add more information to that that will in turn allow search engines like google to better understand the information that’s on that web page so the more google understands about that web page the more they can put into the search engine results page so rich snippets is basically some structured data markup that we can add to our existing html and so if we want to add rich snippets to search engines then how would you prefer your products to be displayed well if we have products then we want to make sure that maybe we have reviews or maybe we have so um other information in there like links to our site okay so there’s a lot of different types of rich snippets that you know we can add that google can recognize and add to the search engine results so if you have a product then there’s a lot of things we can add like specifically product reviews so we want to be able to add more information to the search engine results by working in some rich snippets so basically the whole idea is to set up the rich snippet to drive targeted traffic okay so because the more information in the serp the more likelihood you’re going to get the click and the more likelihood that click is specific traffic so some of the benefits of structuring the data for rich snippets are as i mentioned increasing click-through rates you know also increasing conversion rates so when you get the traffic from organic search to your website if somebody’s looking for specific product and you have a number of different good reviews showing up let’s just say 5 stars out of 5 stars and you have 100 reviews showing five stars then you know somebody’s probably going to send take some trust in your brand and your conversion rate probability is going to go higher it also helps improve your search engine visibility because you’re adding more information so in other words the more google knows about your page the likelihood it’s going to rank that page and it’s more likely that that information that’s contained in that rich snippet is going to get featured in either the knowledge graph which is that graph on the right side or in a featured snippet which usually shows up at the top of search engine results so in other words the more information you give google the more they can use that information on their search results page and there’s no disagreeing that the more information that you have in your search engine result the likelihood of getting more traffic increases so for rich snippets you could always start with images so some of the common properties that you can add to your product page if you have a product pages the page itself is an image you can always start there you can always add a description you can always add in ratings and you can always add in reviews so these are some of the most common attributes you can add as a rich snippet so if you add that google picks it up it’s going to include that information in the search results okay some others are offers prices site links links to your site and product availability so all that information can be conveyed to google google understands what you’re trying to pass along it’s going to include that in the search results so did you know that according to ahrefs over 99.58 of featured pages that have structured data already rank in the top 10 list of the google search results page so in other words if you have rich snippets in your page your chances of ranking in the top 10 of a google result is going to be very very very good okay let’s talk about tip number five optimize your site structure for a great user experience so let’s go over some of the tips that you would do for planning a good website for seo and so tip number one is you want a url structure that follows your site’s navigation hierarchy so obviously home page interior pages so depending on what type of site you have obviously the navigation needs to follow that site’s navigation that site hierarchy and it all starts with the home page you want to optimize your home page to drive traffic to your product pages so the home page is nothing more than a doorway into your website and so the site’s navigation should link to all those different products so if you have an e-commerce site with sub categories or categories subcategories then you want to be able to make sure your navigation reflects that you want to build a comprehensive structure for internal linking as well because when you’re from the home page obviously you want to be able to easily navigate to other pages however when you’re on other pages you want to be able to have a link pointing back to relevant pages and not necessarily on the home page so this serves two purposes one for the end user obviously you want the end user to navigate through your website seamlessly right second for the search engines they’re following links they want to be able to understand how your website flows and links together so you don’t want a scenario where it’s a one-way street from the home page to interior pages you want basically a home page to interior interior to other relevant interior pages and that could be a lateral or that could be a situation where it’s a hierarchy for example home page category subcategories sub sub category etc you want to be able to make sure your site is constructed in a manner in which the search engine can read it so css or cascading style sheets or hypertext markup language html are your two most common languages that’s basically what browsers load that’s what search engines like to index it just makes it easy for them to understand what your page is all about remember we talked about rich snippets in the previous tip rich snippets are nothing more than supplemental html to describe what the page is all about so that the search engines can understand that page and include reviews or include site links in the search engine results so this is all based on html so the more you provide the search engines in a more structured manner via html the more the search engines are going to stay on the page adding breadcrumbs to your product pages is also a good practice

if you have an e-commerce site and you have a category then a sub-category then a sub-sub-category then a product page well it’s probably not a bad idea to make sure you have a breadcrumb so that was that way somebody can easily go right back from the product page to say the category page or to the subcategory page directly without having to hit the back button or having to go through the navigation some good examples i think amazon is a good example of using breadcrumbs giving the amount of products they have on their site so go check out amazon if you want a good example for breadcrumbs and then canonical tags we want to make good use of canonical tags and that’s in order to avoid duplicate content so a canonical tag is nothing more than a link element basically or an html element that basically prevents duplicate content issues so in other words if we have a canonical tag as a meta tag basically we’re telling the search engines this is the preferred or canonical version of a web page okay so use this web page so it signals to the search engines which page they should basically index and pay attention to and avoid at all the other pages that have similar content so that’s the idea behind a canonical tag so that’s a good best practice and then optimize your site for desktop and mobile i can’t stress the mobile part enough most users begin their journey on mobile so if you’re not sure about what the search engines like or don’t like you can always refer to google search console for an example so if you go to google search console they have a report called mobile usability so if you click on mobile usability you can see what pages they like what pages they don’t like from a mobile perspective and if you have errors they’re going to tell you what those errors are so if your website has text that’s too small to read they’re going to tell you that these are the pages with this error and so that allows you to go and address those errors because from a google perspective if you have if a page has a mobile usability error then google will not index that page so leverage google search console to get a sense of what type of errors your site has from a mobile perspective you also want to prefer to keep your checkout page simple so again from an e-commerce perspective you want to keep the checkout page as simple as possible for obvious reasons you want the end user to have a good experience and you obviously want the conversion so when i say keep a checkout page simple really now with today’s technology you can create a one-page checkout process you want to optimize your sitemap so when we talk about sitemaps we want to make sure that it’s a file and xml file that basically includes all of our urls and we can then turn around and give that site map to the search engines so if you have a sitemap in xml make sure you go to google search console so if i go to google search console and i click on site maps i can just simply just tell google where my sitemap is located and when they recognize that sitemap they’re going to be able to basically index the urls from that sitemap so we can see here how many urls they discover and how many they index so make sure you create the sitemap in an xml format submit the sitemap via google search console and then you can go back and see how many pages they’ve indexed versus how many you’ve submitted and you want to make sure that sitemap is dynamic meaning anytime you publish a url that url is added to the sitemap fixing broken links so broken links is not something you want but it’s something every website has it’s unavoidable you know people publish pages all the time there’s test pages there’s all sorts of reasons why a site has broken links you want to be able to address those and again going back to google search console we can basically see just by looking at some reports what pages have broken links and which ones don’t so we could certainly look at search console to get information about basically what pages are broken which ones aren’t and then we want to prefer predictive searches and integrate product typographic errors on your search bar so basically have a search bar that’s a best practice but anticipate knowing what people are typing in so that means maybe going into google analytics and looking at the search terms report so we can go into analytics and look at search terms to get a sense of what people are searching for but you know when we talk about integrating product typographic errors we’re talking also about fonts so we want to make sure we’re using the latest fonts so that we don’t run in any issues on our website people not being able to read based on a specific font that you’re using and then as a best practice what i found and this is not necessarily for everyone but using a live chat widget sometimes helps in fact i would even go beyond sometimes most the time again depending on your business but i see most businesses now have live chat enabled and so basically having live chat enables somebody who has a question to immediately reach out to somebody versus picking up the phone versus sending an email it’s just instantaneous gratification in some ways so inserting live chat on a website is more common practice than not nowadays given it it lends to a better user experience tip number six improve your page speed and reduce the bounce rate so let’s talk about page speed and how page speed correlates with higher bounce rate if it’s a high page load and so according to crazy page speed is an important overlooked seo tactic because for every second delay and page load can result in 11 fewer page views 60 percent decrease in customer satisfaction seven percent decline in conversion rate so you know you can see here regardless of how specific the numbers are when you have a page that loads slow you’re going to have lower user engagement and a poor user experience so you have to pay attention to page speed and so since 2010 google has been using page speed as a factor for page ranking in the search engine results so here’s some tips to focus on making sure your pages are optimal in terms of speed so enable browser caching okay you can reduce plugins if you’re using wordpress as an example you know disable plugins you’re not using getting using a simple website design going back to tip number five stick with css and html don’t do anything fancy in terms of technology because it’s only going to complicate matters optimize your code minify files meaning hey if you’re not using any code just get rid of it because code has to execute and that slows down page load time so if your website has numerous css and javascript files basically minify and combine them and that’s what we’re talking about there you know you don’t necessarily need a lot of you know javascript on your page you can leverage google tag manager or you know other features that help minimize the number of javascript files you have and so you can also get some of these ideas by going into google analytics so in analytics under behavior under site speed under page timings you can basically see how quick each page loads and then if you click on speed suggestions right below page timings what happens is google is going to actually give you some suggested ways to increase speed so if we let this report load we’ll be able to see some speed suggestions per page and so here you can see for example the home page has an average page load time of 4.89 seconds you can see right next to that we have page speed suggestions seven total so if we click on that basically what it’s going to do is going to launch another google product called page speed insights and what page speed insights is going to do is it’s going to analyze the page in question whether that be the home page or an interior page and what they’re actually going to do is not only analyze the desktop version of your website but also the mobile version and so now we can see opportunities to improve our page speed by making sure the images are properly sized making sure server response time is changed again defer unused css not using css that’s or getting rid of css or minifying it so there’s lots of things you can do and again this is desktop and mobile so on the mobile side we could see some of the other issues too that are causing high page load and so analytics site speed reports page speed insights are good ways to get an idea really excellent ways to really address page load time issues so again these are just some of the common issues with page load time there could be other factors leaning on those page speed insights reports will definitely help reduce page load time so basically according to google a website should have you know time to first bite lesser than 200 milliseconds milliseconds is very very fast so in case your website is slower than 200 milliseconds such as 500 milliseconds or more you need to improve it so you don’t even have to measure it by milliseconds you can even go by seconds which is what most of us count time and again you can see that simply going into the speed suggestions report in google analytics so ideally in terms of seconds you want something that’s about you know four seconds or less three seconds or less obviously as fast as possible so case study walmart walmart reported the following results so walmart experienced a two percent increase in conversions for every one second of page speed improvement so think about that there’s definitely correlation between page load time and speed so in conversions and user engagement so the quicker your page loads the higher the engagement so with that improvement they also experienced an increment in revenue so meaning the pages load people had a better user experience they were able to check out easier and that led to more revenue so they were able to measure revenue against milliseconds and that’s something you can certainly do in analytics you can correlate revenue with bounce rate you can correlate revenue with page speed tip number seven build quality links and increase their domain authority of your website so google’s top three search ranking factors includes link building so you need to have quality links from quality sites pointing to your site and so that’s a factor in terms of ranking so that’s falls under off page seo you need to build references and links on quality sites and so building quality links to your content can give your product or category pages or even content or blog posts a boost in the serps so it’s all about quality over quantity so it’s always building quality links not quantity so let’s talk about what kind of strategies you should implement so if you implement these strategies then you’re going to likely see a lift in the serps so earn backlinks from relevant and authoritative web pages so what’s authoritative well authoritative is subjective to some degree but it’s also measurement in others so you could use moz as a good tool to measure page authority or domain authority so if i go into moz moz has a page and domain authority score between 1 and 100 and so you can actually see what sites have good domain or page authority just by entering in the domain so relevant you obviously want to rank to something that’s relevant so if you’re in the food industry something food related you want to promote your content regularly on social media so social media i always consider it all low-hanging fruit when it comes to backlinking you know there’s so many different social media platforms available facebook linkedin twitter there’s so many varieties from images to pinterest and instagram to video being youtube so there’s lots of ways to get your content out on social media that will allow you to not only promote your band build a community but also establish a reference back to that page you can opt for guest blogging okay so you can reach out to another blogger and blog on that platform and it could be reciprocal as well a blogger can certainly you know blog on your platform and have a link back and it works both ways influencer marketing so influencer marketing is working with somebody who has a large amount of followers who can influence those followers to you know mention you in a hashtag link to your particular product or brand or even drive traffic to your site so you want to take advantage of social media platforms and start your own page as well so facebook’s a good example it could be having a youtube channel if you’re into video you can certainly set up a youtube channel build a following around youtube as well so always start your own page if that’s the platform of choice the last thing you should do is set up a page on social media and not keep it updated you could certainly participate in forums you can participate in other websites like cora or reddit that’s very you know content based content driven user driven i always recommend starting your own blog blog is a good way to not only generate content but it’s a good way to incorporate different types of content so you could set up different types of content and categories it’s a good way to incorporate different assets like images and video it’s a good way to get users engaged by having comments or having social share buttons it’s a good way to leverage that content onto other social media platforms so there’s lots of benefits to blogging very few cons the only con would be a time constraint but it’s better to have one blog post in one month consistently than not blogging at all so getting listed on high quality link directories like yahoo directory is still a way to add a link from a high quality site and then make use of broken link building so again on the last tip we mentioned search console search console certainly has reports available for you that allow you to see what pages on your site are no longer there and allow you to see what pages they’re linking from okay you can also do testimonials there’s lots of ways to generate quality links in a way you almost have to get creative but creative in a way that’s going to generate quality not quantity quality is the key so even if it’s one source whether that be somebody else’s blog so be it as long as it’s quality that’s what counts so let’s talk about some of the key takeaways from today’s tips so remember tip number one we want to opt for smarter ways to do keyword research so remember we want to look at volume we want to look at competition we want to create themes put them in a spreadsheet so we want to be smarter and which in the way in which we choose our keyword tip number two remember publish high quality content to get more traffic when we say high quality content remember break up the content use different assets organize it structure it you know make sure it’s answering some of these questions then we talked about in tip number three analyzing your meta tags and urls so we want to make sure that title tag meta descriptions are creative these modifiers like numbers or promotions you know we don’t want to go over character counts we want to make them unique and distinct so that somebody clicks on them then we talked about rich snippets and tip number four remember rich snippets are just additional html that communicates the search engines so the search engines can understand exactly what’s on your page so if you have recipes if you have reviews if you have videos if you have images if you have ratings all these things can be added to the serps just by communicating with the search engines vs rich snippets tip 5 optimize your site structure we want to make sure that you know you have good inbound links you want to make sure you incorporate breadcrumbs you want to make sure users can navigate your site more easily and then in tip number six if your pages load fast then it’s going to enhance the user experience it’s going to increase user engagement and increase conversions and then tip number seven we want to build quality link quality to increase the domain authority so remember we can use mods to measure domain authority it’s all about quality whether that be via influencer marketing guest blogging directories social media setting up a social media page there’s always something you could be doing to generate a quality link to your website today we’re going to talk about keyword research so what are we going to talk about when we talk about keyword research we’re going to talk about why we would do keyword research for seo we’re going to talk about the types of keywords that we need to research we’re going to talk about some methodologies best practices on how to do keyword research some alternate suggestions we’re going to talk about keyword clustering and then we’re going to talk about some tools that you can use to do your keyword research so let’s start with the why we would do keyword research so jesse is planning to publish a blog of pizza recipes so she was doing pizza recipes step by step piece of recipes with sausage homemade pizza toppings pizza dough recipes thin crust pizzas she’s doing a lot of different topics on pizza recipes well what jesse needs to do is understand what’s going to drive traffic to these blog posts if she’s writing about you know different topics around pizza recipes so she’s unsure how these blogs are going to drive traffic so she really needs to understand that hey you need to choose the right keywords to drive traffic so the question is if you’re writing a blog post about recipes with sausages is pizza recipes with sausages or recipes for free the best keywords to use maybe maybe not so you need to take care and choosing the keywords to align with your content so that’s really the idea why we would do keyword research because some of the issues with keywords that are poorly chosen are they could have slow search volume for example you may choose a keyword that just a lot of people aren’t using to search for or they can be highly competitive so if you choose a keyword that’s very broad or popular it can be very competitive and take you a long time to be found for that keyword or you could just make the mistake of choosing a keyword that isn’t aligned with your content or you can choose keywords but use them incorrectly with your content so these are some of the issues that you can encounter if you just go about choosing keywords randomly without due diligence without the proper research so low search volume will lead to less traffic high competition you may not even rank at all okay if somebody finds you for a keyword that’s not relevant to the topic they’re just going to leave the page and if you’re not using the right keywords and or if you are using the right keywords and not using them correctly in the content then your pages may not even be found in organic search so you really have to take care in choosing the keywords to me that’s the most important step with seo is keyword research so we’re going to talk about the types of keyword research then so we have short tail keywords and we have long tail keywords so if you write a blog post about pizza recipes well what are you going to choose a short tail or long tail so let’s talk about short tail keywords first so short tail keywords are keywords that are usually three keywords and a phrase or shorter in some cases it may be two keywords and a phrase or shorter so short tilt keywords usually have high search volume which means likely means higher competition but what it also means it could be lower conversions because short tail keywords like for example pizza recipes could be considered a short tail keyword but maybe somebody’s looking for homemade pizza recipes or pizza recipes from their favorite italian restaurant so short take keywords may not be as relevant so if we compare it with long tail keywords chances are you’re going to have lower competition that’s one of the benefits but you’re also going to have lower search volume but with longer tail keywords the keyword is probably going to be more relevant with the content you’re writing about so therefore the conversion rate’s likely going to be higher so that’s really the difference between short term keywords and long tail keywords if you want to look it simplistically short tail keywords are broad in nature it’s going to capture a lot of eyeballs but those eyeballs may look at your content as not relevant versus long tail keywords that may be very relevant but not as many eyeballs on them so short tail keywords the characteristics they’re not as specific usually they’re less than three words they have high search volume and high competition so if you just choose pizza recipes it could take you a while to rank for that keyword but when you rank you’re going to get the traffic but again it may not convert because the keyword is broad in nature so pizza recipes is a short tail keyword that may not be exactly what you’re writing about in your blog post so it may draw a lot of traffic but the traffic may not do anything so the longer tail keywords are very specific they consist of more than three words in the search query they have relatively low search volume competition so the chance of you ranking higher faster for that long taker keyword is probably going to be greater because not many other websites are trying to rank for that same keyword and so the benefit of that is if you have let’s just say homemade pizza recipes with mushrooms that’s a long tail key word but if somebody’s looking for that type of pizza recipe then you know you’re going to track the right traffic and chances are that traffic is going to engage or convert based on the type of conversion you have in place so example would be homemade pizza dough recipes that’d be another example more than three key words in the phrase very specific we’re talking about homemade pizza dough recipes so we’re not talking about just pizza recipes so it’s a little bit more uh specific in nature longer tail so these keywords are used for targeted pages including blog posts if you’re writing a blog post specifically about pizza recipes with homemade dough then this is the keyword you likely would want to use versus just pizza recipes so let’s look at an example between a short tail keyword and a long tail keyword and to accentuate the differences we’re going to use google’s keyword planner tool so google’s keyword planner tool is located in google ads the google ads platform and when you’re in the google ads platform you can simply click on tools and then keyword planner and so what keyword planner allows us to do is get a sense of the type of volume that a particular keyword has so what google’s keyword planner does is they show you the average monthly searches this is the average monthly search volume of a keyword over the past 12 months and so in this example we’re going to choose pizza recipes and homemade pizza dough recipes so one short tail and one long tail so we enter those keywords in we’re gonna click get results and what google’s gonna do is it’s going to show us the volume of those keywords so for pizza recipe we could see the average monthly search volume is 33 100 for pizza recipe so note that pizza recipe and pizza recipes are closely related keywords and so what google does is they consider that a close variance so meaning if somebody types in pizza recipe then they’re also in google’s eyes looking for pizza recipes so it’s a close variance and so for the keyword pizza recipe which is short tail we could see on average over the past 12 months this keyword received 33 100 queries and so if we hover over the graph we could see basically the volume the average volume per month so here i could see for this particular keyword here the volume per month is 33 1000 and then i can see the actual volume over the past 12 months and then for the long tail keyword i can see homemade pizza dough recipe again close variance homemade pizza dough recipes i can see over the past 12 months what the search volume is for this on average is 2400 but i could see here in december the volume went up to 3 600. but for example in may it was 1900. so it’s gonna fluctuate a bit over the past few months but on average it’s about 2400. so shorter tail a lot more volume longer tail not as much volume but nonetheless there is volume here and so these are the difference between a short tail and a longer tail and so what google’s keyword planner also does is allow us to get a sense of what the competition is and so here i can see the competition is low for both of these keywords fair enough so we now know that if we want to optimize or choose the keyword homemade pizza dough recipe for our blog post we know for ranked on page one of google even in the top spot we can expect about 2 400 search queries for that keyword now whether you get all 2 400 clicks for that keyword remains to be seen chances are you’re not going to get all 2400 you’re going to get a lion’s share of those clicks but you’re going to at least get some volume on it so even the longer take keywords have a lot of promise because there is some search volume here for this keyword how to do a proper keyword research so we looked at google’s keyword planner tool in google ads and we typed in two keywords and we were able to get a sense of what the average volume is so we definitely want to choose keywords based on the following factors we want to choose it based on search volume search volume is a good indicator of the potential traffic we can obtain so again for the keyword homemade pizza dough recipe we know that it averages 2 400 a month in search volume again we may not get all 2 400 but are we going to get a line share that we also need to look at competition and so google’s keyword planner gives us a high medium or low in terms of the competition but if you’re somebody who wants to get a better sense of what the competition is and you should because competition is a key component in choosing keywords and so what i want to do is get a sense of how many people are actually optimizing for that keyword so google’s keyword planner tool is going to give me a low medium high really what i want to do is get a better sense of that numerically so what i can do is go into google search and i could type in pizza recipes and i could see there’s about 1 billion results that’s a lot of results however that means that every potential web page out there on the internet that mentions pizza recipes is going to be included in this number here and so i want to get a better sense of who’s optimizing for pizza recipes so i’m going to put in the all entitle syntax and so what that is going to ask google to do is tell me all the websites that have pizza recipes the keyword pizza recipes in the title tag so if i do all in title colon space then pizza recipes my result drops down to 336 000. so what that tells me is that there are 336 000 results with the keyword pizza recipes in the title tag now if i want to focus in on my other keyword if i choose uh my other keyword was a longer tail keyword homemade pizza dough recipe so if i type that keyword in the homemade pizza dough recipe or recipes remember close variance and i just click enter or type the keyword in hit my enter key i’m going to get 35 million results but again is that really an indicator of the type of competition i have no because every listing that matches homemade pizza dough recipes is going to be included in the search results so i’m going to type in my all in title colon space and then i’m going to get a better sense of how many websites have the keyword homemade pizza dough recipes in the title tag and i get 2 160 different results so here i can see the first result in the title tag homemade pizza dough recipe second one homemade pizza dough recipe so these are sites and web pages that have that keyword in the title tag so now i have a numerical number to work with and so the thing you have to understand about seo specifically about keyword research is you need to do research on a few different keywords not just one or two so what we want to do is have a spreadsheet the spreadsheet is going to contain keywords that we can potentially want to optimize for choose as keywords to optimize for seo and so my recommendation is you come up with a theme first so the theme for us in this exercise is pizza recipes and so that’s our theme so we chose the keyword pizza recipes so the close variance here is pizza recipe what was the volume well we know the volume was 33 100 for pizza recipe so what are we going to do we’re going to put that number in in our volume column what was the competition well if we go back and type in pizza recipes it was 683 thousand so i’m gonna type in 683 thousand what was our next keyword well it was pizza or homemade pizza dough recipes so if i go back for this particular keyword is 2400 so i’m gonna put 2400 in under my volume column and then what was my competition well my competition was i typed that keyword back in 2160. so i’m going to put 2 100 say so now i have an idea of what kind of volume and what kind of competition i have now you want to do this for a number of different keywords and when you do it for number keywords what you do want to do is obviously choose a relevant keyword that has high volume and low competition so another way of saying it is the volume or ratio of volume to competition and so basically what we could do is take volume divided by competition if i make that a percentage i can see it’s 0.35 percent is the ratio between volume and competition if i do the same for my longer tail keyword 2400 divided by 2160 i can see that 111 so this just kind of proves the point that yeah i’m still going to get some volume but i have a better chance of ranking for this longer teal keyword homemade pizza dough recipes so you want to be able to do that for a number of keywords and examine the volume the competition and the ratio between volume and competition for your themed keywords in this case pizza recipes so relevancy you want to choose keywords that are very relevant to the content that you’re writing and then again commercial intent what keywords are going to drive more conversions and revenue for the business so when we talk about commercial intent we’re talking about you know are you choosing keywords that are going to get somebody to do what you want them to do so we could say you know download pizza dough recipes so if somebody’s typing in the keyword download pizza dough recipes then chances are they’re going to find you come to your site and take action by downloading that pizza dough recipe so you want to be able to also think about the intent of the keyword is it going to help you drive conversions and revenue if you’re an e-commerce site so search volume is the average monthly search volume made for a particular keyword and phrase so we can get that number using google’s keyword planner tool in the google ads platform we want to target keywords with high search volume that will help bring traffic to the website we want volume but we want to take into account seasonality as well so that’s where the google’s keyword planner tool comes in place because if we go back again we can just hover over and we can get a sense of any particular trend going on or seasonality so for example if i saw large growth in the winter months and not much volume growth in the summer months then that might indicate to me that this keyword is more popular during the winter time so pay attention to the graphs that you know the keyword planner tool gives you use them to your advantage to take into account seasonality so a good example would be funny halloween costumes well we know that for halloween you’re going to have a spike probably towards the end of september all the way through october and then it’s going to drop after october 31st which is halloween so that’s an example but in the case of pizza recipes you know you may find that more people are choosing to search for pizza recipes during maybe the summer months versus the winter months so pay attention to seasonality it will affect search volume so competition based on our example it’s one of the most important key metrics you don’t want to choose a keyword that’s highly competitive because if it’s competitive then it’s going to be harder to rank number one or even on page one of google depending on competitive it is so high search volume low competition in other words the ratio between the two is the ideal combination so going back to the spreadsheet recommend you have that spreadsheet handy put your theme in place okay theme pizza recipes we use google’s keyword planner tool to find the volume we use the all in title syntax to find the competition so we entered both of those numbers in and we get our ratio and so when you have these numbers for a number of different keywords you want to be able to choose that ratio of high volume low competition but always relevancy always trumps ratio so always go with a keyword that is going to be relevant to your content don’t choose a keyword that’s not relevant if you choose a keyword that’s not relevant it’s not going to bode well for user engagement so the difficulty of a keyword ranges from 0 to 100 in google’s keyword tool so it’s going to be easy it’s going to be medium it’s going to be hard but my recommendation is also to get the numerical factor and that’s the all in title syntax and again relevancy is what drives the traffic to your website and keep the traffic there on your website and also not only will keep the traffic on your website but hopefully get that traffic to engage and convert so that’s the key about relevancy you always want to choose keywords that are relevant to your content even if it’s sacrificing volume relevancy again trumps volume and competition so always choose relevant keywords first so when you do that you’re always almost guaranteeing that at some point somebody’s going to find your content because somebody out there might be looking for it and if they do you’re going to get found and then the engagement’s going to be better so understand your business find keywords that are relevant to your business and then focus on those keywords that’ll help you with getting the right traffic to your site always keep in mind the commercial intent so these keywords are more specific and result in conversion rate for example buying is a good commercial intent keyword so if you really want somebody to come to your website and buy then focus on those types of keywords in the case of the pizza recipes maybe its download could be our commercial intent keyword again there may be low search volume but those are the type of keywords you want to focus on because that’s the type of traffic you want to drive to your site so some other examples are commercial intent keywords or discount deal your coupon shipping you don’t don’t be afraid to use some of these keywords as part of your longer tail keyword phrase again the volume may not be high but the traffic quality is probably going to be better so keyword research is the foundation for seo so if you have chosen your keywords properly then if you do get ranked for those keywords then it’s going to lead to better engagement with some conversions and so when we talk about keywords we also want to talk about our primary and secondary keyword so every page should have at least a primary keyword and then a second carry keyword to work with so primary keywords are really defining the nature of your content the secondary keywords are relevant to the primary keyword so why do we choose a primary and secondary keyword because you may choose a keyword as a primary keyword that is relevant to the content but may not necessarily rank very high or have a lot of volume that secondary keyword is also relevant to the primary keyword but also relevant to content and you may rank for that secondary keyword so you always want to go with two keywords versus just one keyword you want to give your yourself a chance to rank for at least two different types of keywords of relevant nature so for web page there can be several secondary keywords but only one primary keyword so your primary keyword is always going to be relevant to your content secondary keywords can be relevant to the keyword but and you may have multiple secondary keywords but it’s also going to be related to the content and it gives you a better opportunity to be found between both the primary and secondary in search okay so let’s take a look at another example of how to use primary keywords and secondary keywords when choosing keywords so if a primary keyword is healthy diet plan remember healthy diet plan is directly related to the content so that’s what we’re talking about but these secondary keywords are also related to content and play off the primary keyword and so what we want to do is go to cool google’s keyword planner tool and get an idea of the volume for healthy diet plan and then also the volume and competition for some of these secondary keywords like healthy diet for weight loss healthy diet food low carb diet healthy meal plans and diet plan weight loss so if i go in to google’s keyword planner and type those keywords in i’m going to choose get results and now here i could see healthy diet plan keyword i’m focusing on is my primary keyword has an average monthly search volume of 9900 and then some of my secondary keywords healthy diet foods diet plan weight loss low carb diet you know google will give me a number of different keywords to work with so i’m going to look at the search volume of those as well and so ideally what i want to do is be able to then look at the volume and then look at the competition so healthy diet plan i go into my keyword analysis here that’s my theme so that’s my keyword what’s my volume for healthy diet plan 9900 what’s my competition so my competition is 74 700 and that’s going to give me a ratio of volume to competition of 13 so that’s what my contents about that’s a considered a short tail keyword because it has a lot of competition and so my ratio is 13 and what i want to do is i want to be able to put these other secondary keywords in here as well maybe even go a little longer tail because i want to be able to find to keep at least two keywords i want to be able to find my primary keyword that’s relevant to my content and then i want to be able to find my secondary keyword which is again related to the primary keyword which is also related to the content and so i want to be able to choose two keywords basically and i want to choose two keywords that are relevant that have good ratio between volume and competition so that’s the whole idea again on how to do keyword research you want to be able to find your keywords use the tools available to you and get a sense of what the volume is what the competition is look at the ratio between the volume and competition and then based on the content choose that primary keyword and then again based on the keyword you chose choose some secondary keywords as well because you want to be found for not just one keyword but multiple keywords okay let’s look at some alternative suggestions to keyword research so for doing keyword research we want to take into account lsi keywords we could take into account other platforms that host a lot of content like quora or reddit we can use google suggestions in the keyword search bar we can use popular platforms like wikipedia and we can use social media bookmarking like reddit so there are lots of suggestions that we can obtain from various sources so let’s start with lsi keywords and lsi stands for latent semantic insect indexing and so basically what it is it’s just keywords that are linked to your primary keyword and so when you’re choosing keywords you always want to choose that primary keyword and then secondary keywords that are similar to the primary keyword and usually those are lsi or latent semantic indexing type keywords so they’re used to drive relevant traffic to your page so if you’re focusing on one keyword we want to have other keywords that are similar to increase our visibility on the search engine result pages so we could find latent semantic indexing right in search so if we use the term healthy diet if we go to google search for example if i type in healthy diet in google search all i need to do is scroll to the bottom of the page and i could see searches related to healthy diet so healthy diet menu healthy diet essay what does a healthy diet look like notice at the top google’s also giving me some other suggestions here so they’re saying low-fat diet veganism gluten-free diet so there’s lots of different suggestions right in google search bar so all of these are lsi related keywords so if you’re optimizing a page for a healthy diet then you could choose low-fat diet as a secondary keyword you can use gluten-free diet as a secondary keyword it really depends on what the content is but you always want to support your content with as much lsi keywords as possible so you can be found for as many different keywords as possible in google search so it’s important because if you have a blog that you know talks about python so how do the search engines know if the website python is about the programming language or the snake so google for example uses lsi keywords to understand what the page is specifically focusing on so if you’re just focusing on python and your content you want to support that with lsi keywords and so that will allow your web page to better communicate with google also to have the visibility to show up on search so they can certainly improve your search positioning and featured snippets as well so if you have a keyword that answers a question you could certainly be found for a feature snippet for example maybe you know healthy diet recipes if i type that in you can see here there’s a featured snippet so if i’m talking about recipes that’s a key word i may want to use and if i use that then google has an opportunity to see what my content is about and place my information at the top in this featured snippet you can also again see what some of the questions are being asked what males are good for weight loss what is a good healthy diet plan all of these can be keyword phrases that you can use so the answers are right here in google so core is a great platform because core is a platform that people go and ask questions and a community responds with answers or responses to that particular question or topic and so the great thing about core is it’s a good is a good place for you to go to get some ideas about a specific topic so if we’re talking about healthy dieting so we can find keywords with high search volume right in core so the whole idea is you can look at you know the top five questions for specific topic like healthy dieting and find relevant keywords to healthy dieting so if you just type in that particular keyword in quora you’re gonna probably get some responses to questions or responses to somebody else’s question and so if we take a look at core for example so if i just type in healthy dieting what i’m going to do is i’m going to get some responses to the topic healthy dieting so what’s the best diet for healthy living what are the top five tips for a healthy diet habit so all of these could be keyword phrases that you could take away with for your own content and so the benefit here is you’re getting kind of an idea of what’s trending what people are talking about and if you use tips for a healthy diet habit for example and you optimize for that well again that could turn around and bode well for you because you could be featured in google as a featured snippet at the top here you can also turn around and use lsi related keywords for healthy diet habits and you can simply just look for those lsi keywords right in google remember at the bottom or at the top if i scroll down i could see some related lsi keywords at the bottom so writing google as well you can see in the google search bar that google provides some lsi related keywords to your query so if i go back here and type in healthy diet recipes i can see here google suggesting some other related keywords healthy diet menu healthy diet for men healthy diet foods healthy diet for women so these are all lsi related keywords that you can use to support your primary keyword and the content you’re writing about so we’ve talked about lsi keywords where to find them so they’re found right here they can be found at the top of google and they can be found at the bottom you can also then go to core as well and get some ideas for the types of questions they’re being asked so if you ask a question and use that as your keyword phrase then again you have an opportunity of showing up for a featured snippet in google just by doing some additional research within google itself or on quora so according to google the autocomplete predictions are automatically generated by google’s algorithm without any human intervention it’s based on a number of factors but the primary factor is how often past users have searched for terms so google collects all the keyword queries that somebody types in and they’re suggesting some of the most popular terms that people have typed in so if i go back to google again if i start to type in recipes i could see some of the other queries that somebody else has typed in or some of the most popular queries related to that topic so if you enter the keyword healthy diet google’s going to suggest multiple keyword suggestions that users have asked in the past and you could certainly get the search volume of those keywords just by looking in google itself i could see for healthy diet recipes billions of pages related to healthy diet recipes i can also get the search volume by going into google’s keyword planner so if i type in healthy diet i’m going to be able to see what my search volume is for that keyword and in addition i can see the seasonality of that particular keyword and in addition to that google’s going to provide some other related keywords to my search query so if i’m looking for healthy diet google is going to suggest hey maybe you should choose healthy food or healthy eating or how to lose weight so those are lsi related keywords that google provides in the keyword plan which is built into the google ads platform another option for you is wikipedia so wikipedia is a vast platform of content so we could turn wikipedia into our own assets and use it to our own advantage by finding relevant keywords in an easy fashion so with wikipedia we can identify a list of keywords in the meta description itself we could choose keywords from the first paragraph of wikipedia it has many relevant keywords or we could take a look at keywords from the wikipedia content section so we can also see additional pages like the see also section that gives relevant keywords that you’re looking for we can also look at the references section as they contain relevant keywords so go to wikipedia as an example and i type in healthy diet into wikipedia here i can get just in the first paragraph alone i can see some additional keywords that i might choose to use like micronutrients i never knew that micronutrients was related to healthy diet but wikipedia is providing some information about what micronutrients is and maybe i can use that as a keyword an lsi related keyword to my content so if i scroll down i get to see also section so it might give me some information food information consumers for example dietary guidelines i can look at categories like dietetics and diets i can also look at the references section so i can also see what information was provided like health effects of overweight and obesity i can look at diet and physical activity so all of these are related to my main keyword healthy diet so the answers are right in here on the platform they’re just all over the page so wikipedia has an abundance of information you just need to know where to look so again with wikipedia you can look no further than the first paragraph you look no further than the see also section the references section category section there’s lots of information right on the page itself to help you get ideas for keywords so if you google your keyword with wikipedia term in the search query and get relevant keywords from the title tags on the serp so you can also do that as well so if i type in healthy diet wikipedia in search i can also get some information here as well so people also search for healthy food advantages or healthy food habits essay or information about healthy food all of these are related to my keyword healthy diet so again another bit of information for you to choose or look to choose some additional keywords for so reddit it’s a popular community where people post content discuss a variety of topics so that’s what reddit is so with the help of subreddits an individual can find relevant keywords with with high search volume so in reddit there’s an easy way to find out keywords they have a keyword tool called keyword it so key wording is the average monthly searches for a particular keyword so if we type a word in key reddit and choose keywords from the auto generated list this tool will extract the keywords and give us those relevant terms with search volumes so if we go to the keyword it and show an example of that for example healthy food if i get keywords i can see what keywords are relevant and the search volume of that keyword so if i just type in healthy food keyword tool is going to tell me some relevant keywords and what the volume is so if you don’t have the keyword planner tool and google ads available to you this is a good alternative solution to finding keywords so it’s free you just need to go to keyword.com type in your keyword click get keywords and what it’s going to do is give you some relevant keywords related to your primary keyword with the search volume let’s talk about keyword clustering now so the whole idea about keyword clustering is to really take advantage of the keywords that we’re optimizing for to gain higher ranking so if we can cluster keywords together in a theme and that theme of keywords is relevant to a specific page of a website then we have a better opportunity to rank so in other words why do we have to target just one keyword when we can target many so keep in mind you know lsi keywords we want to group a bunch of keywords together that are similar for content so for example after some keyword research you can thematically group keywords into a core topic so for example we can cluster these group of keywords together like for example what is seo how does seo work intro to seo what are the basics of seo all of those are related to the core theme what is seo another cluster of keywords for example could be seo techniques seo best practices tips and tricks website optimization on-page seo techniques etc so those are clusters of keywords okay that we can group together in themes and if we group keywords together in themes we can apply that to a particular content on our website so the whole idea behind clustering keywords it’s going to provide more diversity more of an opportunity for us to be found so that’s the whole idea behind clustering so some additional steps remember stay up to date on industry news to brainstorm your ideas first and identify a list of keywords i.e a theme of keywords that you can cluster together and then you could determine the keywords that your competitors are already ranking for so for example if we want to rank for the keyword seo best practices for example we can use a tool called keyword mods if i go to keyword the keyword explorer tool in moz and just type in seo best practices what it’s going to do is it’s going to give me some volume related to that particular keyword but more importantly what it’s also going to do is going to show me what pages are already ranked for that particular keyword so therefore i can get it a sense of who is already ranking for that keyword so here i can see mozmoz medium.com alexa.com so i can get a sense of what web pages are ranked for particular keyword or group of keywords i want to rank for myself so if we look at tools for keyword research look no further than moz that’s the mods of the tool i would just use but you could also use google’s keyword planner which we used in the example so for example if i go back to the google ads keyword planner if you’re in google ads you click on tools you click on cleveland planner and what keyword planner does is it provides you for a particular keyword the average monthly search volume over the past 12 months it provides you information on seasonality so if i hover my mouse over a graph i’m going to be able to see the volume per month over the last 12 months what the keyword planner also does is it provides me some additional ideas for my particular keyword and in addition to that it’s going to provide me some sense of how competitive that keyword is by telling me whether it’s low medium or high in terms of competition so there’s sem rush there’s also other additional keywords tools out there like word stream or href or the reddit tool keyword it and then moz is is another tool i particularly use so if i go to moz again here i can just type in a keyword that i’m interested in it’s going to give me the search volume of that keyword it’s going to give me the level of difficulty so 50 out of 100 so it’s halfway between difficulty and easy and then it’s going to give me some additional metrics like for example what my expected organic click-through rate would be if i were to rank for this keyword but more importantly what i like about this is we could see exactly what other sites are linked to this particular keyword we’re interested in so here i can look at the top 10 list so this is moz’s keyword explore tool so that’s what this tool is and it’s part of moz.com so there’s a lot of tools at your disposal i particularly use moz i particularly use google’s keyword planner and those are the tools i use but there are lots of tools out there let’s go with the scenario that you have a friend named sam and he has a website where he sells shoes but sam doesn’t understand why his website’s not ranking number one on google and so typically ranked number one on google there are some factors involved and those are factors that are going to help sam get his website ranked number one on google so he can sell his shoes get traffic and convert that traffic to conversions so there are factors involved and so what are those factors well it always starts with keyword research so in order to rank for a website where you sell shoes or you sell products other products like clothing or food or your automobile website your mechanic it doesn’t matter whether you’re selling to customers or selling to other businesses you have to start with the keyword research and so we’re going to go into really explicit detail on how to conduct a proper keyword research and then the second factor involved is high quality content so in order to rank high on google search you need to have high quality content so we’re going to go over what’s involved with creating high quality content then we’re going to take that content we’re going to optimize it using on-page elements and website level factors so we’re going to take into account what’s involved with your website and what’s involved with specific pages on your website in order to rank number one on google then we’re gonna get into the off-site engagement so when it comes to ranking on google you need to optimize your website and you need to do some elements off your website you need to be engaging off your website meaning on other websites and so we’re going to talk about what’s involved with offsite engagement so seo being a major channel for most companies and websites where the opportunity to drive a lot of traffic is there but you have to earn that reward the reward is a lot of traffic but you have to earn the reward there’s a lot of work involved and so ideally what we want to do is follow what we call the 80 20 rule when it comes to search engine optimization and ranking on google and what do we mean by the 80 20 rule well 80 20 means we’re investing 20 of our effort and 80 percent of the results are obtained so we want to invest 20 and get back 80. that’s basically what we mean by 80 20. so for example if 20 of our targeted keywords bringing 80 of the traffic then that’s following the 80 20 rule or 20 percent of our landing pages drive 80 percent of the overall traffic that’s following the 80 20 rule or 20 of our backlinks past 80 percent of our link juice that’s the 80 20 rule meaning these targeted keywords these targeted landing pages these trying to target backlinks using off-site engagement we want to put in 20 of our effort on those keywords landing pages and backlinks in return for eighty percent of the results so without further ado let’s get started with the keyword research let’s talk about that keyword research for a website with shoes and it doesn’t really matter what particular product you have if you need to rank number one on google it all starts with the keywords as i mentioned before and so in this example if you have a website where you sell shoes for kids you’re going to want to be found for certain keywords so the obvious keyword here would be shoes for kids well every keyword that you target has search volume associated with it so that means when we talk about search volume we’re talking about how many people on average type in that keyword or related keyword on google.com or google search and there’s always an average number of searches associated with every keyword and we call that search volume how much search volume so obviously if we’re going to target a keyword we want to have as much volume as possible however there’s always going to be competition for those keywords meaning there’s always going to be other websites who want to rank number one on google for the same keywords and we call that competition or difficulty so for every keyword you’re going to have volume and you’re going to have competition or difficulty and the difficulty ranges as well depending on the tool you use and we’ll get into that in a minute but search volume is how much on average people are typing in that keyword or close variance of that keyword and the difficulty is measured in terms of how many other websites are trying to rank for the same keyword and so ideally when it comes to keyword research we want to find that nice balance we want high volume and we want low competition but at the same time we want to focus on keywords that are highly relevant to our business so if we’re selling shoes for kids and shoes for kids is highly relevant has high volume and low competition then that’s a keyword we want to target so we always want to focus in on those three areas so there’s always a trade-off with keywords so shoes for kids might have high volume but also might have high competition or difficulty if we look for another keyword that’s just as relevant for example shoes for children it may still have high search volume but the competition or the difficulty may be lower and if that’s the case then that may be a better keyword for us to target instead of something highly competitive like shoes for kids we can focus on another relevant keyword like shoes for children with just as much volume and lower competition and the reason why we want lower competition is because we want to be able to rank for that keyword so the higher the competition the harder it is for us to rank number one on google for that keyword and so the whole idea beyond keyword research is analyzing and choosing the best keywords so we want to identify a list of keywords that are always relevant we want to choose the keyword that your competitors are ranking for and we want to use third-party tools to choose keywords to identify which keywords have low competition and what keywords have high search volume so one thing to take into consideration when you’re doing keyword research is that the longer the keyword phrase or in other words long tail keywords or keywords with three keywords in the phrase or more you’re going to always have less competition but there’s always a trade-off with long-tail keywords meaning the longer the keyword phrase there’s gonna be less volume but the trade-off is less competition and so what we wanna do is we wanna brainstorm some ideas and find those relevant keywords so let’s look at an example here so if we go to google ads so google ads has a tool called keyword planner and let’s just say i have a a website where i’m selling dried figs and if i’m selling dried figs i want people to buy these dried figs however in order to attract them i want to be able to show them that hey we have a bunch of recipes and if i show you a bunch of recipes where you can use dried figs maybe you’ll buy these dried figs to use in these recipes and so we’re going to look for keywords related to bread recipes because if we can optimize for our recipes page for bread then that will attract an audience who wants to make bread and use dried figs with those bread recipes so that’s the example i’m going to give here and so if i look at the keyword planner in google ads if i just type in bread recipes what google is going to do is they’re going to give me an average monthly search volume so i can see the average monthly search volume here is 60 hundred and so in order to do keyword research what i would recommend is keep a spreadsheet and so the idea behind the spreadsheet is to document the volume and the competition you’re getting for certain keywords so if i go into a spreadsheet here my theme of keywords is bread recipes my keyword is bread recipes and my volume therefore is going to be 60 500. however if i go back into google’s keyword planner google’s telling me the competition is low so that’s great i want high volume i want low competition but how low is low so we want to be careful so if we’re going to put in numbers into a spreadsheet we want to figure out what

that competition really is for the keyword bread recipes so if i go to google and just type in bread recipes i’m going to be able to see 771 billion results for the keyword bread recipes now is 771 billion are real competition maybe maybe not what we want to do is put in a syntax and we want to put in the syntax all in title and then colon space and then our keyword and the reason why we do that in search is because we want to be able to identify the true competitive number or the true number of websites who are trying to rank for bread recipes and if we put in the syntax all entitled colon and then our keyword bread recipes we’ll be able to see that there are 998 000 results that’s a lot lower than 771 billion so that means that 998 000 sites or listings have the keyword bread recipes in the title tag and the title tag is what shows up in the search engine results and so if i look down and scroll down here i can see bread recipes on every one of these title tags so title tag is an important element to rank number one on google and we’ll talk about that in a few minutes but if we understand that there are 998 000 results with bread recipes in the title tag then this tells us that those are the websites who are trying to rank number one on google for that keyword and therefore those are the websites we need to jump over in order for our website to rank number one on google and so therefore i’m going to put in 998 000 in my spreadsheet as the competitive number and so now i could see for the keyword bread recipes i have 60 500 and if my competition is 998 000 then my kei or keyboard effectiveness index or in other words the ratio of volume to competition is six percent so that’s nothing more than volume divided by competition so that tells me that my kei or my ratio between volume competition is six percent so remember we want more volume than we want competition so anytime you do a keyword research you’re going to find a number of different relevant keywords so if i go back into google’s keyword planner if i typed in bread recipes you could see that google is going to give me a number of different keywords related to bread recipes let’s just say i have another keyword that i want to think about optimizing for being ranked on google for and that’s banana bread recipe very similar keyword as bread recipes except it’s a little longer tail now if i type in banana bread recipe in google’s keyword planner now i can see the average monthly search volume has actually gone up it’s 368 000. i can also see the competition is low so those are good signs so now i can see 368 000 i’m going to go ahead and put that in my spreadsheet now i’m going to go into google i’m going to put in my syntax all in title i’m going to put in banana bread recipe i’m going to hit enter and now i can see i have 233 000 results with the keyword banana bread recipe in the title tag so if i look at the title tags i can see banana bread recipe banana bread recipe banana bread recipe on all the listings in the google search results so that tells me i have 233 000 results that i have to jump over in order to rank number one on google so i’m going to put 233 000 in my spreadsheet now i can see my kei or my volume to competition ratio is 157 158 and so to me that’s a lot better number to work with or in other words that’s a lot better keyword because it’s just as relevant and it has a higher ratio of volume to competition so therefore banana bread recipe is going to be a better keyword to optimize for in order to rank number one on google so that’s the whole idea behind keyword research you want to brainstorm ideas there are plenty of tools out there so the tool i recommend is google ads keyword planner google is going to give you how much search volume they’re going to tell you the competition but then you’re going to go into google search you’re going to use the syntax all in title to get a more accurate read on the actual competitive number and so to find out how keywords that your competitors are ranking for you can use those keyword tools that i mentioned another tool that i use is miles so moz if you go to moz.com they have a tool called keyword explorer so if we just type in the keyword for example bread recipes it’s going to be able to tell us how much volume and the difficulty so you can use other tools at your disposal figure out the volume and the difficulty there are plenty of tools out there but the one thing i would just make sure is you use everything at your disposal so you can use social media to find the most shared article for a particular topic or keyword like bread recipes you could check other platforms that have a lot of shared content like reading and quora where you can ask people about certain topics using keywords to figure out how much competition or volume there might be you can stay up to date on industry news to get an idea of what types of keywords are trending but when it comes to keywords and keyword research remember for every web page we want to be able to pick two keywords we want a primary and secondary keyword so when we do keyword research and we enter all our keywords into our spreadsheet we want to be able to have a number of different keywords in this case we’re focusing on the theme bread recipes we want to have different keywords because we want to be able to choose a primary keyword and a secondary keyword because we want to be able to focus on multiple keywords for each page because we don’t want to put necessarily all our eggs in one basket maybe we won’t want to put all our emphasis just on one keyword to rank for we want multiple keywords to try and rank for so the primary key work and to find the nature of our business the secondary keyword could be just highly relevant to our keyword at the end of the day we want to choose multiple keywords to try and rank on google for that page so for example we have a blog and we’re using ice cream recipes and we’re blogging about ice cream recipes we can have a primary keyword that is about ice cream recipes or homemade ice cream recipes we’re going to always want to find out what the volume and the competition is our secondary keyword could be built around other similar keywords like low-fat ice cream recipes or fat-free ice cream recipes or low-fat homemade ice cream recipes those are complementary key words just like our bread recipes and banana bread recipe so one thing we want to do when we do keyword research is we want to be able to target one keyword per content when you can target many we want to be able to target multiple keywords not necessarily target one keyword and so we want to be able to cluster keywords see we don’t want to target just one we want to target multiple keywords per page and when we talk about clustering if we go back to our keyword research what we’re doing is we’re clustering a bunch of keywords under the theme bread recipes and so by looking at the volume looking at the competition looking at the kei we can choose different keywords for our page and that’s what we mean by clustering we want to cluster keywords into a content theme so why target only one keyword per content when we can target many because we don’t want to put all our eggs in one basket we don’t want to target just one keyword we want to target many and so that means clustering your keywords into a theme and choosing multiple keywords for that particular page and when we do that we have a better opportunity to rank high on google search and the whole idea behind ranking high on google search is we can get the volume so if we know we’re ranked number one on google search for bread recipes or banana bread recipe we know we stand a chance of getting a majority of the volume associated with that keyword and if we can get the volume and get the traffic then we can get the conversions so let’s move on to high quality content and talk about the impact content has on your ability to get your website ranked number one on google so let’s just say you have content on your website and the content is ranking on you know page four of google and it’s that blog with ice cream recipes and if it’s just content for the sake of content is not really informative then it’s not necessarily gonna get good engagement in the eyes of google you know they want to rank content that’s very informative it’s very fresh it’s exciting to read it’s interesting it’s going to have good engagement so if it’s a recipe or an article about any topic if it’s the content is just not informative then you’re not going to get good engagement and when you don’t get good engagement if people don’t stay on the site to engage in the content and they just leave the website after landing on the page causing a bounce then the content is just going to continue to fall down the rankings and we want to prevent that we want to move up the rankings we want to be number one on google we don’t necessarily want to fall in the rankings for our content so content is a key driver in being able to rank number one on google so if the content is on page nine what can we do well we want to be able to you know take that content and do something with it we feel like we did write engaging content so let’s go ahead and share it on social media and to me social media is a good platform to share your content because on social media platforms like facebook for example you’re building a community on that platform that community is already interested in your content so if you’re sharing an ice cream recipe especially in the summer time and you’re engaging with your community on that platform then the likelihood of that community on that platform is going to increase engagement increased engagement will send social signals to the search engine that says hey this content is good quality likewise for any other platform most social media platforms have engagement metrics and those engagement metrics pass signals is it good is it not good do we like this content are we giving it a thumbs up are we going to want to follow it are we going to want to share it and so if you share content that you feel is engaging on social platforms then it’s going to be engaging and it’s likely going to cause an increase in engagement for example a decrease in bounces and once you share that quality content then the likelihood of it moving up the rankings even as far as number one on google is going to be greater so you always want to start out writing good quality content so let’s talk about good quality content because google does take content seriously they do take into account what other people think of that content so high quality content is an important factor so how to create good content that’s always the question so let’s talk about some best practices here remember in the last segment we talked about keyword research so we want to perform good keyword research why because we want to choose keywords remember we’re choosing multiple keywords per page one keyword could be related to our brand one keyword could be related to the content but another keyword could be related to a user’s intent like recipes if you recall the example we use with bread recipes maybe somebody’s looking to type in a keyword that says how do i make you know a bread or how do i make a specific type of bread or how do i make banana bread or what’s the best recipe for banana bread they’re question related and we want to be able to answer those questions so that’s where choosing those right keywords that’s going to respond to a user’s intent so starts with choosing the right keywords so remember we talked about a number of different tools when we talked about keyword research so there’s a research tool that you can use called phrase.io and that will help you do quick research on you know keywords and trends and whatnot so if you know about a research tool that you use for keyword research then drop us a comment below i’d be interested in getting your comments about keyword research and what research tools are out there so if you know something better than phrase.io drop a comment below and we’d be interested in getting your perspective so keyword research is key but creating content that fulfills users requirements so answering those questions it’s a recipe we want to answer that question if it’s directions we want to answer that question if they don’t know how to do something we want to answer that question that’s the whole idea behind content content is not just to fill a page it’s to really fulfill users requirements that’s when you get good engagement so if somebody’s typing in something on google and they’re looking for an answer your content should answer that question but we also want to make the content readable so in other words you know write for your audience don’t impress anybody with very high vocabulary type words that somebody doesn’t necessarily know the meaning of don’t use jargon don’t use a street language for example use everyday common language that’s just easily digestible when your audience is reading and then we want to keep that content organized and so when we mean organized we want to use headers and subheaders you know break your content into paragraphs keep the flow organized if we can keep the flow organized then it’s going to be easier for somebody to read and then it’s okay to add resources especially resources from credible sites so if you can incorporate those resources in there then it’s just going to add the credibility to your content let the audience know that hey i’ve done my research on this topic and this is what this person has to say about it this person who seems to be credible okay so it only adds value to your content so these are all tips to remember when creating content and then the one important tip here is we want to use white hat techniques and when we say white hat techniques that means you know if we’ve chosen keywords that are going to answer somebody’s question we don’t want to stuff those keywords into the content we want the content to be naturally written so when we say opt for white hat techniques that’s what we mean write the content naturally keep it organized keep it readable include third-party sources and make sure it answers a question so they’re different types of content so there’s content where you just write words to install text based you could also use an infographic an infographic is simply just a graphic that visualizes exactly what you’re trying to explain for example if we want to write an article about how to write good engaging content we don’t necessarily have to write all that out as a text we can create an infographic so for example here’s an infographic on 20 effective ways to basically not bore your readers but write engaging content so you could see this is an infographic it’s all graphically laid out so infographics tend to be easier to understand because they’re visual they’re easy for the end user to comprehend because there’s generally no jargon it’s usually images that are portraying the point of what you’re trying to get across and so it tends to break it up the monotony of just text it’s more visually appealing and it’s laid out and organized so you can see this infographic has 20 different steps or rules and they lay those out all here in this infographic and the great thing i like about infographics is you could you could share them on social media you can re-engage them as a post you could save them on really any social platform so infographics tend to tell a better story and versus say just writing text you can use video and images so you don’t necessarily have to lay it all out in an infographic you can certainly insert a video or an image into your content especially if it’s a blog post if it’s a blog post then sometimes video and images on its own tell the story you don’t necessarily need text to go ahead and tell your story a video or an image as they say tells a thousand words and so images and videos are great to use in a blog post so using different forms of content you know you always want to review your content when a user dwells on your web page for a longer time google will tend to think okay this person is engaged so we’re going to rank that favorably so if you’re using infographics videos and images then the chances of somebody being more engaged are going to increase versus just text that’s not well organized and written out in a way that somebody doesn’t necessarily understand so be creative in the types of content you use so longer engaging content tends to bode well with search engines so this is according to hubspot so the more word count you use the more words you use the chances of you ranking higher are going to be better just take into account best practices you want to maybe break up the content with an image organize it make it engaging use headers so it’s not necessarily just words it’s the words and how those words are written how they’re structured the types of keywords you’re using how you’re engaging with your audience there’s a lot of factors again those best practices we just went over but the key is you know if you have longer more engaging content then it’s going to bode better for you on search engines so a couple of steps to create high quality content so you want to begin with a comprehensive introduction so always introduce your content remember the content should be relevant to the keywords so if you’re choosing keywords in your keyword research think about answering that question if somebody’s typing in bread recipes maybe they’re looking for banana bread recipes how to make the best banana bread or how to make banana bread using dried figs we want to be able to align our content with that keyword naturally you want to create a title that’s worthy that’s click worthy so remember if you’re in google search and you’re doing search for something simple like bread recipes we want to make something that’s going to be you know engaging for somebody to click on like easy perfect yeast bread or easy crusty french bread or something that’s going to be engaging you know the best bread recipes or how to make the best homemade bread you know something that’s going to draw somebody’s attention to the title of that blog post so we want to include lsi keywords so what i mean by lsi keywords in your content we mean you know long tail keywords make it natural headings and subheadings should consist of keywords and variants so if you’re writing headers and subheaders include the keyword in there and that way the the content always stays relevant to the audience okay shorten your sentences and paragraphs so don’t write long paragraphs remember we want to break this up we want to make it easy for the end user to read and we want to always put internal links on our blog post why because if we have internal links then if we have a link from one blog post to another blog post or say our blog post to an internal page on our website we want to make sure that it’s relevant content that way somebody’s reading something and you have an internal link let’s just say from a bread recipes page to a banana bread recipes page then they may find it interesting click on that link and go to the banana bread recipes page so it’s keeping somebody engaged on your website so putting in internal linking will help keep the end user engaged because you’re offering up links that’s relevant to the content you always want to break up that content with images okay we want to use alt tags meaning we want to pen the image with text so that way if the image doesn’t load then at least the alt text will load so we can incorporate call out boxes and more importantly we want to update our content regularly so we always want to get the best recipe out there if it’s banana bread or different ways to create banana bread or always just coming up with ways to update the content so we want to keep our content our blog post fresh and then we want to include a cta call to action if we include a call to action then that’s going to keep somebody engaged and have them act on your content so these are steps to creating high quality content and so let’s look at an example here and this is a three month old post on buzzfeed and it’s 21 pictures that restore your faith in humanity so it has a lot of likes a lot of tweaks and that means it’s engaged people are engaged when reading that and so if we go and look at it as an example we could see it on a buzzfeed here 21 pictures that will restore your faith in humanity so this was written back in 2012 again a lot of engagement but if we look at it we can see immediately that it’s taking into account third-party sources it’s got some content it’s got images it’s being broken up by images we can see there’s call to actions on there in the form of social so people can go ahead and go ahead and share it if they like it okay it includes videos includes images third-party sources so it’s a good post because listen you know it’s engaging content it’s probably answering somebody’s question about humanity and we could see clearly that look you know there’s a lot of different examples here from a lot of different sources and we could take action on this content so not just video not just images but text as well and so it’s very engaging answers questions takes into account the different types of content available so this is a good post in that regard so content’s updated regularly it’s engaging and it includes sources from high authority websites some do’s and don’ts on the content so take into account the best practices i mentioned about creating high quality content answer those questions that the end user wants to hear you know because that likely is going to be their search and so you want to be able to respond to the end user that’s part of creating high quality content different types of content i.e in the form of infographics or videos or text or images you can add images from public domain sites you can be relatable and use examples to clarify points just like the buzzfeed article simplify complex words don’t use sophisticated language talk to your audience as if you they were standing right in front of you and use bullet points to exemplify your examples your points so some do’s that don’ts obviously don’t lift content we don’t want to lift content from another website so that’s plagiarism so we want to have our own unique content we also don’t want to take images from other websites and so if you do happen to find an image that works for your post and it’s on somebody else’s website ideally that’s not a good situation but if you do happen to do that then always give credit to the website okay so if you took it from xyz.com credit xyz.com for the image and even put a link back but ideally you don’t want to take images from other websites just as much as you don’t want to take copy you don’t want to take images use your own imagery and content but if you don’t have imagery then you can always go to stock photography there are plenty of websites out there where you can sign up for a subscription like adobe stock images as an example you can sign up for an account and in some cases you can sign up for a free account and use stock imagery okay don’t give less information to your audience give them to your audience what they deserve which is the information they’re looking for they’re looking for the best banana bread recipes give them the best banana bread recipes incorporate your own images break it up with titles give them a good quality piece of content that they’re going to be able to engage with and so if you put long paragraphs in your content then it’s going to be less engaging so try to avoid those long paragraphs remember shorten up the paragraphs keep the language simple add in images answer those questions use third-party credible sources but write it in your own words and you should be on your way to creating good quality content okay so now that we’ve talked about high quality content in order to get your pages ranked high on google search let’s turn our attention to optimizing on page elements and discuss some website level factors that are both going to help you rank high on google search so let’s just do an overview of what we’re talking about when we talk about on-page elements and website level factors so optimizing on-page elements include a number of different things but primarily we’re going to focus in on meta tags also known as meta description tags header tags also known as title tags and urls so those are just some of the on-page elements we want to be able to optimize using relevant keywords in order to rank high on google search we also want to take a look at some website factors that will affect our ranking on google search they include website architecture having a secure website having a site map and taking a look at page speed so all of those are some of the website factors we need to take into account in order to rank high on google search so title tag and meta description together are considered meta tags so both play an important role in ranking high on google so we want to be able to write unique title and descriptions for each page on our website when i say unique that means a title in the meta description need to be different for every page on the website and so if you’re not quite sure what a title tag and a meta description tag is if you go to search and just type in any particular search query the title tag is what’s going to show up here and bold and then the description is going to show up below it below the url and that’s going to describe the page so both of these meta tags are important because it describes what your page is all about and that’s what google uses in the search results pages so we want to be able to pay attention to the length of our meta tags so if we go back to our search results pages met title tags are generally 60 65 characters meta description tags are generally 160 characters so anything really longer than that then what’s gonna happen is the meta description tag or the title tag will get truncated and so if we look here for example we can see all of the title tags here fit the 65 character limit but if you run over the character count on meta description then google is going to truncate the copy so you want to stay within your parameters in order to avoid getting your content truncated and so the other thing when we’re writing title meta description tags we want to minimize keyword repetition so if we’re optimizing for keyword we don’t want to necessarily just plug that keyword into the title tag and meta description multiple times we want to make sure our title tags and meta descriptions are naturally written so if somebody’s typing for banana bread recipe with dried figs you know we want to have a nice title tag and into this description that is going to get somebody to respond based on their need and so we definitely want to avoid keyword repetition but we want to be able to use that keyword in the title tag because if you remember from the earlier segment when we did the all in title syntax to find out exactly how many competitors were using that particular keyword well we obviously want to use that keyword in the title tag because again the title tag is an important factor when it comes to search engine results so we want to use the keyword but we want to avoid stuffing or using it repetitively in our title tag and our meta description we want the title tag and the meta description to describe the page sound natural but also be engaging because the point is we want people to click on our link and go to our website from search engines so title tags with numbers tend to result in higher click-through rates this is according to mods so for example if you just put in a title tag that says learn digital marketing well that may work but if you put a number in there like five easy ways to learn digital marketing that might get somebody to click on your link and go to your website so having questions in your meta tags can also increase your click-through rate for example if you just put learn the importance of first page rankings not too bad but again generic but if you put it into the formal question how to rank number one on google it’s more action oriented it’s gonna get somebody to resonate with the question that they have and that may be their query how to rank number one on google and so these techniques will help you get higher click-through rates and so according to backlinko title tag with a keyword can improve site ranking so remember we want to include that keyword in the title tag even though we only have 65 characters we want to include that keyword but we want to avoid stuffing the keyword in there we want to again make the title tag action oriented maybe with the number maybe as a question with the keyword in there once naturally not easy to do but that’s the beauty of seo if you can follow these best practices and write a good title tag then the chances of you improving in your search results are going to be greater so having only one h1 tag in your post is going to be good so remember when somebody clicks on a link so let’s say they do find a title tag engaging and they click on this this link here and they go to that website you know you want to start out with having that particular h1 tech because the h1 tag especially with the keyword in it is going to signal to google hey we’re organizing our page and because it’s an h1 tag it’s important we’re structuring the page according to best practices so having only one h1 tag in your post is definitely helpful having multiple tags h tags in your post help organize the page a lot better so we want to add that targeted keyword in that tag and your header tag should be relevant to the content so if we go back to our example of the using dried figs with banana breads well the title says california fig banana bread and remember the last segment when we’re talking about high quality content we’ll look no further than including a video into our content so not only will this video help keep the engagement high but it breaks up the monotony of the page and it’s from a third party source so it adds credibility to the page so adding a videos based on the last segment of high quality content definitely helps with ranking high on google search so following hierarchical structure that means putting those h tags in there h2 tags help break up the content and we want to avoid repetition of h1 tags on your different web pages of your site meaning don’t just put the same h1 tag with the same keyword in it and keeping it blase we want to make those h1 tags exciting to read but also used appropriately to break up the content so remember all white hat techniques we want to avoid hidden texts we want to avoid stuffing keywords we want things to be natural we don’t want things to be forced and your h1 tag should be 20 to 70 characters don’t make long h1 tags so if we go back to our page example a short sweet tag here california fake banana bread it’s relevant to the content it’s short sweet and breaks up the monotony of the content and more importantly and again any content you have on the page should always answer the user’s intent remember people are using search to answer questions find information our content should be able to answer that for them so according to john muller senior webmaster trends analyst at google header tags would definitely help google for rankings in the search results so we want to use header tags so when it comes to urls we want to use hyphens and avoid underscores so if we look at this url here this uses hyphens fig and banana bread so it’s all broken up with hyphens that’s a best practice remember canonical urls a canonical url signals to google this is the original content so we want to use original content and if you have multiple sources of content out there on say different websites we want to use a canonical tag to signal to google this is the original content please index this content and that doesn’t hurt to use a favicon url meaning a small icon it helps to break up the monotony and help your url stand out we can add targeted keywords in the url so again looking at the url here i can see we’re using targeted keyword as part of the url structure vegan banana bread and notice the h1 tag is fake banana bread so it’s all consistent and it flows naturally urls that are no longer existing then we want to be able to set up a redirect for those urls meaning a 301 redirect is a server response for google that says hey google this page is no longer available but we permanently redirected it to this page which is now available so that’s what a 301 redirect does it helps signal to google and all the other search engines that if the page is no longer there that’s fine you’re just going to go to this page this is the page that’s permanently there now and another thing we want to do here is if you have mobile urls you want to include those in the sitemap and we’re going to hit on that in just a minute but all urls should be mobile friendly as well as desktop friendly meaning take into account those best practices keep your url short use hyphens put the keyword in that url and make it easy to understand want to avoid capital letters in the urls the urls are case sensitive so go lower case you should always go lower case from the url readable urls again the rule of thumb here is if you understand what the url is then google is going to understand what the url is so the shorter the url the easier it is to read the easier it is to read the better chance you have to rank high on google search so according to backlink 2 urls that are shorter definitely definitely help you rank so we want to be able to shorten those urls keep them short and sweet don’t make them long and unreadable so those are some on optimized ways or on-page elements that help you optimize now we want to look at some website level factors that will help you optimize and rank high on google search so good site structure provides better crawling for search engine bots and what do we mean by that well we mean having your site organized in a fashion that google’s going to be able to find all the pages so what do we mean by that create a logical hierarchy structure so if you’re selling shoes you know you’re going to have a home page break the structure up into men’s shoes women’s shoes children’s shoes then under men’s shoes you could have it by brand it could be nike puma adidas on the women’s side it could be nike puma adidas on the child side it could be nike puma adidas and so you want to keep the structure flow in a hierarchy do we want to balance the amount of subcategories within each category so the men’s if it has nike puma adidas the women should have nike puma adidas and so you want to code your site navigation and css or html meaning we want to be able to use something that google is going to be able to index so most sites are built in html and that’s what google likes to index they like to index something that they could take back to their servers and then more importantly build a comprehensive structure for internal linking so internal links mean that if you’re on a site you should have natural links pointing to other pages on your website so to keep the flow going and we don’t want to have unnatural inbound things you always want to have natural internal links to keep the flow of the user going from one page to the other so here i can see as an example all the ingredients in this recipe well this has an internal link to another page on our site and this happens to link to a page where somebody can buy the ingredients so it’s a natural internal link so john doherty of credo has claimed that one of the biggest changes that he can make in fixing the credo website is architecture so for example in credo john dougherty has increased the organic sessions by 74 and pages by per session by 41 just by changing the site architecture so you’d be surprised by changing the site architecture what that will do to engagement and so let’s turn our attention to secure versus non-secure so what we mean by that is securing your site we want to make it sure that compliant with certain protocols and so if we go back here we can see that this particular site is compliant it is secure https means it has a secure license meaning the site is secure so google likes secure versus non-secure so non-secure would be http so we want https as our protocol and what that means is just enabling ssl certificates and that means when you enable an ssl certificate that means your domain or your protocol is going to be turned to https so google prefers sites that are secure versus non-secure so if you use hsts as a protocol that adds an extra layer of security over the https and hsts prevents cookie hijacking so adding multiple layers of security always helps in my opinion if you have an http website a non-secure website you should look into buying an ssl certificate getting your sites flipped over to https because what’s going to happen is your url structure is going to change when your url structure changes google’s going to recognize that because they’re going to index your site and when they index your site they’re going to see those secure urls and that’s going to work favorably in your favor and help you rank higher on google search so websites using secure or https have a higher chance of ranking higher so https is a ranking signal because google indexes those pages so let’s also talk about sitemaps so sitemap is one of the most important ways to improve your website ranking why well because sitemaps are a way to organize all your urls into one file so we’re basically going to prioritize all our web pages in a sitemap so if you go to any particular website and you type in sitemap xml you’re likely going to see all the pages on your website so usually the site map is located in the root directory so if i type in sitemap.xml i’m going to be able to see all the pages in my root directory and i can also prioritize them i can also alert google as to how often they change and every page is going to have a date stamp associated with it so google can actually see how often it changes so remember we want our content to be updated frequently so content’s not updated frequently or it’s not fresh then google is going to see that site that date stamp that last modification down so we want to be able to make sure content’s updated frequently we want to let google know that we change it frequently and we want to be able to prioritize our pages let google know hey these pages are important to us so all that can be set up in a sitemap we want to be able to add canonical versions of urls in the sitemaps so we want to be able to add all our original urls in our sitemap and so we always want to build dynamic urls sitemaps for larger websites and what i mean by dynamic urls that means that if i look at this sitemap and we’re always adding content let’s just say in the form of a blog well guess what we want those pages to be added to the site map as they’re published so as we add pages to the blog or to the site then they should automatically be added to the sitemap and so in effect what’s going to happen is we’re going to be able to see the site map grow with more urls when the sitemap grows with more urls then that means then google is going to index more pages they’re going to index more fresh pages so they’re going to be able to get those pages that are just published quicker so that’s the whole idea behind dynamic site maps is we want to be able to capture all the urls just as they’re published and we want to be able to maintain our site maps and so i would always recommend a dynamic sitemap but you can always create your own sitemap just by going to a tool called xml sitemap so if i just type in xml sitemaps into google search here i could see xml sitemaps generator and i can be able if i have a small website just create a free and simple sitemap on my own when xml sitemaps creates it or your platform creates a dynamic sitemap either way the sitemap’s going to sit in the root directory and then what we want to do in turn is let google know where that site map is so in search console we want to be able to submit the sitemap so you’re going to add the sitemap you’re going to let google know where it is it should be in the root directory and it should be called sitemap.xml and when you do that google is going to be able to take those urls and index them so we could see we submitted 528 urls google index 521 so one thing about urls here is when we create a sitemap we’re putting all your urls in there we do not add no index urls in your sitemap and what that means is that any url we don’t want google to index we’re just going to exclude from the sitemap okay so we want google to take all the urls we want indexed and put them in the sitemap so according to edgy using sitemaps for seo can increase your website’s visibility and help you get indexed why because what you’re in fact doing is taking all your urls that you want index you’re telling google how often they’re modified you’re telling google which ones are important and you’re submitting that to google and so google is going to be able to take all those urls quicker index them quicker and when they’re indexed quicker you can get ranked quicker and when you get ranked quicker you can get traffic quicker so that’s the whole idea behind site maps so let’s turn our attention to page speed now so when the last factors for our website besides architecture making it secure and adding sitemaps is want to take a look at how quick our pages load here are some tips in order to optimize page speed because ideally the quicker a page loads the more engaged the user is going to be if it takes a longer time for the page to load all the elements of that page then what’s going to happen is the user is going to get impatient maybe leave the website all together or go to another page and so we want to be able to optimize images so any image that’s of large size in terms of megabytes we want to be able to optimize that to compress the image so that’s one way to speed up page speed we want to use a simple website design you know html with css or cascading style sheets just a simple design with simple hierarchy and website navigation structure so nothing fancy nothing complex just a simple website design with optimized images we want to leverage browser caching and we want to upgrade the server response time meaning all your files are sitting on the server so when somebody goes to web page the server is serving up all of those files the images the text etc and so we want the server to respond as quick as possible so when it comes to page speed we can look at the factors affecting page speed in google analytics so if i go to google analytics and i go under behavior and i go under site speed and i go to overview i’m going to be able to see what my average load time is for my site and ideally we want our pages to load as quick as possible so that means anything under four seconds anything four seconds or higher and it’s likely the end user is going to leave the page there’s a correlation be between page load time and bounce rate and so what google actually does is give you speed suggestions so if we do have a page that loads slow we can just go to speed suggestions and google analytics and we go to speed suggestions then google’s going to be able to tell us hey this particular page load fast this potential page loads slow and if it loaded slow why is it loading slow so here we could see the home page of the example is loaded on average of seven seconds well if we look here they’re going to give us some suggestions so if i click on this page speed suggestions it’s going to load a report and a tool called page speed insights and basically what it’s then going to do after it’s done running is it’s going to tell me all the ways in which i can optimize my pages not only for desktop but also for mobile so here i can see for desktop or for mobile i can look at some ways in which i can optimize it to increase page speed for example sizing my images properly server response time reducing my server response time avoiding multiple page redirect so there’s a lot of opportunities that we can do to speed up page load time and all that’s found in page speed insights and all that’s found within google analytics so remember optimizing code minimizing redirects optimizing your images upgrading your server response and all of those are factors and so again you can go into analytics page speed insights and you can see exactly what google is recognizing as what’s lowering or slowing down your page load time so google takes site speed as one of the most important ranking factors why because they’re going to rank pages not only with high quality content that are relevant to the keyword queries but they want those pages to have a good user experience so if somebody clicks on the page then the user should be able to see that content fairly quickly and so that’s why it’s such an important factor so the quicker your pages load the chances of you ranking higher are going to be better so according to web performance today walmart as an example experienced declining conversions so what they did was looked at their page speed and when they looked at their page speed you’d be surprised what that did just increasing it from one to four seconds or decreasing it basically increase conversion so there’s always going to be a correlation between how quick a page loads and how engaged the user is because if it’s users engaged they’re going to stay on the site and if they stay on the site then their chances of converting are going to be higher so just even one to two seconds increase in page load is low time will make a world of difference in terms of engagement and conversions let’s turn our attention to off-site engagement so previously we talked about on-page elements and website factors that affect our rankings for search results but we also need to turn our attention away from our website meaning what we do on our website and turn our attention what we can do for our website off our website and on to other websites so that’s off site engagement and so let’s look at an example so that ice cream recipes blog so we did everything we possibly could we updated the meta tags the title tag the meta description we added h1 tags we made sure the site architecture was sound we submitted a site map we we made sure the page load was good and fast so we did all the things we’re supposed to do on our web page but we’re still not ranking well what do we need to do well we need to turn our attention away from our website into other websites we call this off site or off page seo and we need to basically generate links from high quality sites back to our site so if we’ve done everything we can on our own website and we’re still not ranking where we want to be well then we need to turn our attention to other websites and so if we turn our attention other websites and other websites that are relevant other websites that are of quality other websites that have high domain authority then we’re going to see an increase in rankings so it’s just a matter of getting quality links from quality websites that are relevant that’s what’s going to move the needle on search after we’ve taken care of all the on-page elements so more backlinks from high domain authority results in higher rankings seo is a combination between what we do on our website meaning optimizing the page and making sure our website has good site architecture and follows the best practices in terms of site maps and page load then we need to turn our attention to the backlinking to improve our domain authority so according to backlinko analysis offsite engagement is one of the most important elements for ranking number one in google so you can’t just focus your attention on updating the title tag and making sure the pages load fast you have to turn your attention as well to getting back links from high quality sites that’s off-site engagement and so gaining links back links from multiple danes is vital it’s vital because they bring referring traffic to your site they bring credibility to your site but more importantly google is going to recognize the relationship between these sites and your website and if these sites that have backlinks or links pointing to your site and if they’re of high quality then we call that passing link choose so it’s going to bring quality to you in terms of organic search so if we look at an example if i do a search for banana bread recipe there are 241 billion results for banana bread recipe why did this particular page from simply recipes rank number one well we can turn our attention to moz and moz has a report called link explorer and so moz link explorer report helps us identify our own page authority our own domain authority and how many links we have from other quality websites so if i put that particular url into link explorer and notice the url here is short even though it uses an underscore when it shows a hyphen it’s still ranked number one and why because off page elements help this page rank number one why their page authority out of 100 is 58 their domain authority out of 100 is 82. and what does that mean well that means that they have a lot of good links from other domains of high quality they have 824 linking domains to this one domain they have 3 600 inbound links and they’re ranking for a lot of different keywords so if we scroll down we’re going to be able to see kind of a break out the quality of websites that are linking to them so they have 19 domains with a domain authority of 91 to 100 linking to them they have 15 domains between the range of 81 and 90. so what does that tell me between 15 and 19 that’s 34 particular domains that are very high quality linking to it and so we could see the breakout of the linking domains we could see the top file links to the site and we could see the page authority so the link explorer report gives us an overview of what pages are linking to ours and it also gives us an idea of what our own page authority and domain authority are because domain authority and page authority both need to be high in order for us to rank on google search in order for it to get high we need links from high quality sites so that’s the whole idea behind off-site engagement so some of the offside engagements are influencer marketing meaning is there somebody out there on social who has a huge following but not only do they have a huge following but are they relevant to our product for example usain bolt who’s a famous sprinter if we’re selling shoes and we’re selling nike shoes maybe usain bolt can reference us on twitter or facebook that’s influencer marketing getting people to influencing people to buy our product we can engage with audiences on multiple social media platforms like facebook and twitter meaning if we’re running a promotion on those running shoes then we can promote that on facebook okay we can promote that on twitter we can also bookmark our webpage on popular bookmarking sites like stumbleupon we can also put our content on discussion forums like reddit we can join high pr quality q a sites excuse me and post answers to questions related to our business like cora.com so we can engage in sharing our content and answering questions so there’s lots of ways to get links to your website if you have a blog post as an example you can make sure that maybe that content is shared on a similar blog post so if you have an ice cream recipe blog post well maybe you can look at a dessert blog post and share your content on that particular blog post and have a backlink pointing from that blog post to yours as an example and you can reciprocate so the whole idea of content is sharing the content but at the same time of sharing it you’re producing backlinks and backlinks help domain authority so not only do they help domain authority but they improve the search rankings so in google’s eyes the higher your domain authority higher the page authority in google’s eyes that means your page is important it’s credible and we’re going to prove it in the search engine rankings it increases brand visibility if we have our content on a highly engageable website a highly popular website or a blog it’s not it’s going to lift our brand visibility if we have usain bolt who’s very famous sprinter do some influence in marketing for us then that’s going to increase our brand visibility so anytime we can associate with something that has some influence or some clout or high domain authority then it’s only going to increase our brand awareness and visibility so again it’s going to increase our domain authority because of the association of passing link juice from one domain to another it’s going to then as a result increase referral traffic because if we’re on a high quality website that gets a lot of traffic then the chances of some of that traffic go on our site is going to be great and again it improves the credibility and trust of our website and that’s what we want we want google to trust us and a way to build trust is by associating our website with other websites of high equal or higher quality so when we talk about offsite engagement we want to do some guest posts on relevant websites so if you have that ice cream blog go to another blog like the dessert blog and do a guest post so not only that will that improve your brand awareness but it’ll generate a backlink and maybe drive some referral traffic you can participate in forums and blog discussions like core.com or reddit get your content out there start a discussion about a specific topic to engage users build brand awareness and generate that backlink you can always you know put your your site on a directory like yelp for example or yahoo directory you could prefer testimonial link building meaning if you serve products or offer up a service well somebody could provide a testimony on their website or you could just earn backlinks from relevant authoritative web pages like we mentioned quora or wikipedia there’s plenty out there so the idea is to associate yourself with high quality websites but do it naturally you don’t want to force anything so if you’re selling a specific service or you’re selling a specific product look for like mining services or products that complement what you do and that’ll create the natural environment natural ecosystem that will eventually give you the benefits that you need to rank higher in the search results pages so we don’t want to purchase any links we don’t want to cloak content we don’t want to just inject links on sites that aren’t relevant we don’t want to just have site-wide links all over the place pointing to the same page and we certainly don’t want to be on low-quality websites or directories it’s all about quality not quantity with offsite engagement so having offsite engagement complements what you do on your website for onsite together both of those efforts will get you higher search engine results so let’s start out with why gtm so let’s just say you’re sam and you have your own e-commerce website and you want to understand how people are interacting with your website well sam today’s world of websites contain a lot of interactivity everything from videos to pdf downloads to commenting to form submissions uh to all sorts of chat functionality interactivity going on throughout the website so there’s just a lot that you need to track outside of just page views and so really what gtm does is they help you track all these things i just mentioned everything from somebody clicking on the play button of a pdf to somebody clicking on the submit button of a form to somebody entering in something on a chat function so that’s what gtm is so why gtm because it helps us track all that interactivity so all gtm is is really allows you to really place a piece of java code which is just script and the script that’s added to a web page to collect information so that’s really what a tag is it’s just some script that gets put on a web page in order for you to collect information like page views clicks etc and they send it to third-party tools okay so that’s what gtm does it it basically allows you to take all these tags that collect information and you can use them in gtm so if you want to for example collect how many people you know enter a chat functionality and start chatting well you’re gonna take that script and you’re gonna put it in gtm and gtm will then allow you to start tracking that information so that’s really what gtm is it just allows you to put tags into a container or think of it as a toy box you have all these toys and you want to track well you can put all those those toys or tags in a toy box or container and we’re going to talk a little bit more about that but before we get into gtm let’s just say you know you’re communicating with your developer and there’s a new user request on your webpage and you want to update the tag well your developer considering it’s probably a small update to your website he’s probably gonna not um hesitate and is gonna go ahead and turn around and do it normally and so normally what happens is the developer is gonna go to the website and update the tag well what if you have a few things that you want to track all those things i mentioned before from downloads to clicks to you know somebody checking out to watching a video well your master your web developer is going to go well hold on a second now all these requests are going to take time i need to put them into the work queue so to speak well what happens is when they go into work queue usually it’s going to take some time and in some cases you as a marketer need to launch a campaign and you want to get that tracking uh added to the website in time for the campaign launch so you want to go ahead and quickly turn around the tracking for that particular campaign let’s just say you’re launching a campaign and you’re sending people to a landing page that has a form submission and you want to be able to track how many people click on the submit button of that form submission well if you need to turn that around your developer’s like well i need to put that in a work queue the timing isn’t going to always work out between you and your developer is my point and so that’s where gtm comes in because there is a solution update your tags faster and that’s google tag manager so when we say gtm that’s what gtm stands for google tag manager it’s a place for you to add tags quickly and easily so tags remember are just snippets of code that allow you to track things on your website interactively interactive activity and basically when you have gtm you can bypass the webmaster and do it quickly and easily so that’s what gtm is all about so why gtm because we just identified two benefits one you could track all the interactivity on your website and two you can bypass your web developer or webmaster and so that’s the benefit of gtm so the benefit you get those tags updated very quickly via google tag manager okay so that’s what tag manager is so what we’re going to talk about today is specifically what tag manager is and what it does we’re going to list some of the benefits of tag manager we’re going to show you how it works and then we’re going to show you how to get started with tag manager tag manager if you’re not familiar with working with webmasters and dealing with javascript and tags and all this jargon is just new to you today okay well don’t fret sit back we’re going to take it slow this is an introduction into google tag manager again let’s start out with what is tag manager so we’ve already introduced it to some degree because we already introduced is a tool where you can put all your tags into a toolbox toy box or container so to speak right and we already already mentioned that hey you can bypass your webmaster so you’re probably thinking well if i’m if you’re not familiar with tag manager how can i bypass my webmaster well first of all it’s a free tool and it’s a google tool hence the name google tag manager and it helps you really that’s the main point is deploy and track tags on your website by passing your webmaster so that’s tag manager and so examples of tags that can be deployed vehicle tag manager are numerous these are just some examples like google analytics facebook pixel tracking or google ads there’s no limit into the number of tags you can track in tag manager there is no limit you can add any number of tracking tags and tag manager okay so some of the benefits well again i we just listed two you can put any tag into tag manager and track that onto your website and we know you can bypass your web developer or webmaster and what it also does is it also allows you to test and deploy your javascript codes quicker so remember these javascript codes or snippets of codes are just there to track certain things on your website whether that be a page view or somebody clicking on a play button or tracking somebody who converts or even just goes to your website so the biggest benefit is you can take that snippet of code let’s just say facebook let’s just say you’re doing facebook marketing and you want to put that facebook pixel on your website so that you could track people who come from facebook and convert well you don’t need to put that facebook pixel on your website you can go right to tag manager and you can put that snippet of code right in tag manager really quickly and the other benefit here is all tags are managed in one place and that’s that to me is really a good benefit because when you start adding tags on your website and you have some tags in tag manager it just gets very confusing so ideally all the tracking code you have on your website needs to be in tag manager think about that all the tracking so if you’re doing bing or you’re doing facebook or you’re doing twitter or you’re doing linkedin and you’re doing google you’re doing all this type of marketing on all these different platforms you’re going to have tracking code for all these different platforms and instead of putting on that code on your website return gonna slow down the slow

time of your web page and website you want to put them all in tag manager so they can be organized and you know exactly what you’re trying to track and the other great benefit of tag manager is there’s a versioning control so let’s just say you have added tags to your website via gtm for the last six months well and let’s just say you add another tag yesterday if you added that tag yesterday and something doesn’t work well you can just roll back to a previous version it’s that simple so you have versioning and that’s that’s a good thing when you have versioning you can control what gets published and if something doesn’t work after it gets published then you can roll back to a previous version so it’s a a piece of mind so to speak just because you’ve had code to your site there’s no guarantee it’s going to work and so you can always control what version you’re dealing with in tag manager and we’ll talk a little bit more about that so the biggest benefit here to me with tag manager is you have event tracking and so we talked about some of the things you could track on your website from videos from play buttons to somebody clicking on the stop on the video or pausing it all the way to somebody again chatting or let’s just say somebody clicking on that purchase button on your website okay and you want to track all these different things these different interactivities and buttons well event tracking is what you’re going to use to track all those buttons and to me this is the biggest benefit of tag manager and i’ll show you some examples as we go along and if we didn’t mention it already i’ll mention it again it is free tag manager is free there’s no limit so once you have tag manager going you can add as many tracking codes as you want there’s no limit on the number of tracking codes you can add to tag manager okay so it’s free and you can use it to its fullest advantage okay so it’s also high security meaning that it has different levels of permissions okay so you can have uh somebody just go in and look at the different tags and tracking codes you have in gtm or you can have somebody who is very familiar with tag manager and go in and add the tracking code to tag manager and then publish that tracking code when it gets added so those are all the benefits let’s talk about how it works now specifically how does tag manager work because you’re like rob okay again a lot of jargon you know you you got tags and javascript and and versioning and publishing and all this other stuff well i know i’m throwing a lot at you at once but just bear with me here okay so let’s start talking about how it actually works so you have a website okay whatever that domain is you have a website and there’s chances are on your website you have some form of interactivity whether that be a video whether that be a blog whether it be a form submission you have a website with some interactivity and let’s just say you’re even thinking about getting ready to launch some type of campaign on maybe google or facebook and you want to drive traffic to your website fair enough you’re joining the millions of other websites that are out there that have interactivity that also drive traffic to the website so income’s google tag manager and so tag manager is important because again we know we want to track people coming from that facebook campaign or that google campaign interacting with our site so if you are running facebook and you are running google analytics well guess what you want to put that tracking code in tag manager so google analytics being a google product works very nicely with tag manager facebook has its own tracking code but you still want to be able to track people who come from the facebook campaign to your website so you’re going to get that tracking code from facebook and put it in tag manager that’s generally how it works so here information from your website is shared with another data source through tag manager so think about that if i add facebook tracking code to tag manager or let’s just say i had google analytics tracking code to tag manager tag manager is the one that’s pushing out and doing all the heavy lifting they’re the ones that are controlling what code gets fired and what code doesn’t so if you’re putting the code in tag manager tag manager is controlling the code think about it that way and let’s show you an example of what that looks like so here i am i’m in tag manager i just went to tag manager.google.com and here i could see a list of tags so in our conversation we’re talking about tracking facebook and we’re talking about tracking google analytics well google analytics is easy because it’s a google product so here if i look at all the different tracking code i have on my website through tag manager let’s just take a look at google analytics so if you’re going to use tag manager you might as well put the google analytics code in here so here i can see i have google analytics as a tag in tag manager now for facebook if i’m running a facebook campaign well i can take that pixel tracking and put it in gtm as well and here i can see facebook pixel that is that code is added to gtm i just basically took what facebook gave me and put it into google tag manager so you can see i can add facebook and google analytics and again i can’t stress it enough any tracking code from any platform i can add to google tag manager in order to track the behavior from those sources so let’s take a little bit deeper dive into how tag manager works so i just showed you an example of how you could take facebook and google analytics code and put it into tag manager but if you’re not familiar with tag manager then how do i do that well let’s talk about the structure and how tag manager works so when you have a tag manager account you have a container remember i mentioned toy box earlier you have a bunch of toys if they’re they’re code and you’re tracking different bits of code from different platforms like facebook think of those as toys and you have a toy box okay well that’s what this code is and that’s what a container is the code is the code and that’s going to go into the toy box or container and so the way tag manager works is you have tags triggers and variables so if i take my facebook tracking code and put it into a container i need to set up a tag and a trigger okay so let’s take a look at what that is so first if i go back to tag manager i’m going to have an account and if i have an account i’m going to have a container so here i’m just going to click on an account with a container and a container is nothing more than what website you’re adding the tracking code to okay that’s all the container is we’re just letting tag manager know this is the website we’re adding all this code to so you have tags triggers and variables that’s the structure of tag manager so tags are just what it says tags what are we trying to quote unquote tag well if it’s google analytics that’s easy here i could see i have google analytics added so if i click on google analytics here’s my tag and if i take a little bit of a deeper dive there since google analytics is a google product it integrates already with tag managers it’s pretty easy i can just choose google analytics then i’m going to check page view and that’s my tag now every tag needs a trigger okay so i need to tell tag manager how or when to fire the google analytics tracking code so in this case i’m going to tell tag manager to fire on all pages so if i get somebody a visitor to my website analytics is firing on all pages so whatever page that visitor lands on google analytics is going to fire so that’s really what it comes down to is i have a tag and i need to tell tag manager when to trigger that tag that’s really what the structure of tag manager is it’s tags triggers and variables and variables what we’re going to talk about here in a couple minutes but you have a piece of code you’re going to go ahead and put that into tag manager you’re going to tag it and then you’re going to fire that trigger so let’s take a look at another example here if i go back here you can see facebook well here’s my facebook pixel okay that’s my tag so when is it gonna fire well it’s gonna fire on a specific domain or subdomain that’s basically what we’re doing we’re trying to tell gtm when to fire that particular tag so those are the three main components a tag okay which is going to contain the javascript code that you get from say facebook the trigger so you’re going to go into tag manager and tell tag manager when to fire that code that’s the trigger and then you have variables and so variables are basically just additional information that tag manager may need for your tag and trigger to work so that’s what a variable is it’s there to get the tag and trigger to fire so variables are divided into built-in and user-defined variables so common used variables include say page path or page url or hostname or click class again they’re there and these examples i just gave you are there to get your tag and trigger to work think about it that way they’re just that’s a component and if i go into tag manager here and here on the left side i can see variables so remember i have built in and user defined so built in means that tag manager already built these for me so in case i need to get my trigger to work with my tag i can use a variable so those are built in and then i have user defined so these are what i define these are what i created and again the variables are there to get the tag and trigger to work okay so that’s the job of the variable the job of the tag is to host that javascript code okay in the case of facebook or analytics that’s where we’re putting our code so here if i click on adwords remarketing again it’s a google product so i don’t really need to even deal with code i’m just going to select google adwords remarketing okay so you can see gtm integrates nicely with some of the other google products but let’s just say you have a facebook pixel tracking code you’re going to choose custom and you’re going to put the code here so that’s part of the tag and then the trigger again is there to get the tag to fire so you’re telling gtm when to fire the tag and the variable is there to help you make sure that that trigger and that tag work together so that’s how all three kind of work together you need the tag to put the code you need the trigger to tell gtm when to fire the tag in code and the variables there to help you define when that tag and trigger should work or how it should work so again review tags are they’re just small codes of javascript or tracking pixels on your website and so tags are allowed to manage events like scroll track and remarketing clicks downloads files play buttons you name it and even clicks on external links for example let’s just say you have a click uh or a facebook uh icon on your site and when somebody clicks on it they go to facebook you want to maybe track that you’re going to create a tag okay the trigger is there because you need to tell gtm when to fire that tag so it’s a certain condition whether it’s you know fire the tag if the url equals facebook.com or some other condition so the tag cannot be created until the creation of the corresponding trigger so tags and triggers go together you can’t just create a tag and not have a trigger otherwise your tag will never fire and then the variable is there again it stores the information when defining a trigger or transferring data to tag so a variable has a variety of data okay so you pick and choose the variable you want to use with that trigger okay so you’re making sure that by defining a variable you’re making sure that you’re telling gtm how that trigger should be fired so let’s take a look at another example here of how all three play together if i’m in this account i’m in this container if i look down here i can see google optimize that’s another google product so what i’m doing here is i just chose google optimize as my tag it’s already integrated so what does that mean i don’t even need to deal with any code i’m just going to select optimize well we have the tag google optimize but we need to tell gtm how to fire that and so here we’re going to tell gtm to fire it on all pages so that’s basically a very simple example because we’re firing it on all pages so if i want to look at something specific again facebook here’s my tag here’s my code what’s my trigger well my trigger is it’s going to fire on specific pages how do i know that well if i look at the trigger here i could see the trigger is a page view but i’m telling it to fire on this particular hostname so the tag and trigger go hand in hand so how to get started with tag manager so first things first you have to create that account so you’re going to go to tag manager.google.com or you can do a search for google tag manager and you’re going to create your account and then when you create your account what’s going to happen is you’re going to set up a container and when you set up a container you have choices so you could set it up for your website for an app on ios or maybe android or you can even set it up for amp except an accelerated mobile page so most people by default are probably going to set up tag manager for their website and so when you do that when you actually select website what’s going to happen is you’re going to get some google tag manager code in return and so the whole idea here is you’re going to do a swap what you’re doing is basically you’re saying okay google i’m going to take this google tag manager code and i’m going to put it on my website i’m going to put it on every page in my website so notice tag manager has two scripts one goes in the head as high as possible the other goes into the body tag as high as possible and so what you’re doing is you’re making a deal you’re putting this tag manager code on your website and in return every code you deal with whether that be facebook or analytics or optimize or remarketing or whatever it is is gonna go in gtm okay it’s gonna go into the container you created so you need the tag manager code on your website in order for tag manager to work okay so when you add this code to your website then you’re free to start adding all sorts of tags to your container but if you don’t have this tracking code on your website then none of the tags you add to your container are going to work so that’s the idea behind the container and then one thing i wanted to mention on the account is it’s a google account so when you create your account then make sure it’s the same account you use with say google analytics or some other google product that’s a good best practice is always use the same email address when you set up your account so that it integrates nicely across all the different platforms meaning you can go from say google analytics right to google tag manager in one browser without having to log out or log in okay so when you create the account you’re going to create your container if you choose web then you’re going to be asked to place code on your website and when you place that code on your website then you are free to start using tag manager and that means you’re free to start adding tags okay so if you want to know more information about installing google tag manager then what i would recommend is visit the quick start guide website of gtm so again if you’re curious as to where that code is located in google tag manager well when you create an account and you create a container that container is going to have a specific id so if i click on that specific id here’s where i can get my code okay so again when i’m logged in to tag manager i’m gonna click on workspace but in the top navigation i’m gonna see my unique gtm id if i click on that that’s where my code is going to be located and so again your code needs to go in the header and there’s another script that needs to go in the body and if you’re not sure how to add the code to your website well you can always click on the quick start guide here okay and that’ll take you to a quick start guide page a reference page related to google tag manager so let’s talk about creating a tag so once you get tag manager installed i’m sure you’re excited to get going and create that first tag so let’s talk about how to create a tag in tag manager so when you’re in tag manager all you need to do is basically you’re looking at all your tags if you click on tag in the left side navigation you’ll see all your tags and there’s a new button there so you just click new and so basically what you’re going to do is you’re going to create your first tag and so what i would recommend once you get tag manager installed on your website i would recommend setting the first tag up as google analytics so that will get you going with tracking page views on your website when some when somebody visits your website okay so ideally that’s what you want to do you want to get google analytics as your first tag and tag manager so what i’m going to do is because analytics is a google product it’s already integrated nicely with tag manager so i’m just going to click on google analytics it’s going to be a page for you that’s what i’m tracking and now i have to set up a variable and so what it’s going to do it’s going to ask me to set select a variable and so what you’re going to do is you’re going to select new variable and what you’re going to do is you’re actually going to go and add your tracking id here that’s going to be your variable so where do i get my tracking id and analytics well if i’m in analytics i’m going to go to admin and then under property settings i’m going to see my tracking id and all you need to do then is go to tag manager and paste copy first you got to copy over that tracking id then you’re going to go to tag manager and paste it and then that’s going to create a variable for you and then when you create that variable you’re going to see it in the drop down here so i’ve already created it and basically that’s your tag with a variable then what are you going to do you’re going to set up a trigger so see i have some triggers already set up you’re going to see a default trigger already set up for you and that’s going to be all pages so ideally what you want to do is you want to select all pages in order for analytics to fire on all pages so that’s what we’re doing we’re setting up a trigger we’re basically telling tag manager hey if i get a visitor to any page on my website then i want you to fire google analytics so that’s basically in summary how to set up your first tag and my recommendation is your first tag should be google analytics and when you set up analytics you’re going to have to set up a variable for the tracking id and so you get the tracking id again from admin property settings copy and paste that tracking id over save it you have your variable that variable is going to be included in with the tag then your trigger is going to be all pages and there you go you have your first tag you have your first variable you have your first trigger so that’s basically what you want to do and once you’ve added that tag once you’ve added that trigger then the only thing you need to do now is basically publish the tag and so anytime you save a tag you’re going to go ahead and submit it so that way it gets published so again what you’re going to do is let’s take a step back here you’re going to choose new tag you’re going to choose analytics from the drop down menu you’re going to choose page view then basically you’re going to add your tracking id so you can set up the variable and then basically that’s what you need to do okay you’re going to add that tracking id and then voila that’s your tag with a variable and then once you’ve done that then you’re going to click submit so when you click submit you’re basically saying hey i want this tag to go live now this tag and trigger and once you’ve done that then analytics is ready to go and anytime somebody goes to your website on any page tag manager is going to fire google analytics so the great thing here is you have something called google tag assistant and that’s an extension that works with chrome and so when you’ve actually added tag manager to your site or you have analytics running in tag manager you can confirm if those tags are firing properly so let’s take a look at how google tag assistant works okay so if you just do a search for google tag assistant you’re gonna see here that it’s basically just an extension that works in chrome and unfortunately it only works in chrome browser it doesn’t work in any other browser so go ahead and install that extension into chrome and when you do that you’re gonna see this nice icon here in your browser and now if you go to any website and i click on google tag assistant and i click on enable okay so basically i’m loading google tag assistant and now once i refresh the page i can see that this particular site has google tag manager installed and not only does it have tag manager installed i can see that it’s also has google analytics running i have also google optimize running and i have google ads remarketing tag running in tag manager so that’s what tag assistant does it allows you to see if one tag manager is on the site and if it is great what other tags are firing on this particular site so tag assistant’s telling me i have these particular tags firing on that site and they’re firing within tag manager so tag assistant is a great way to confirm if one tag manager is on the site and two what other tags are firing on the site now another way you could confirm if tag manager is firing on the site is you can go into preview mode so even before you submit and publish your tag and trigger you can click on the preview mode so if i click preview in tag manager so basically that’s going to put me in preview mode and so what does that mean well that means that now i’m free to go to my website and see if those tags are firing and so let’s take a look at what that looks like so if i go to the website and just click refresh then what’s gonna happen is tag manager is going to load in preview mode just as you see here okay so that’s going to take a second couple seconds to load up and now what can i see in preview mode i could see that i have gtm firing but i also have some other tags found on this page remarketing i have google analytics i google optimize i have some other tags firing as well and so the preview mode shows me what tags are firing on any given page and i can also see what tags did not fire okay so here i have a number of tags already in gtm but they didn’t fire on this particular page so let’s just say i clicked on the donate now button i’m still in preview mode so i’m going to be able to see what tags fired now i could see i have a couple of tags that have fired on this particular page and then i can see what tags did not fire on this page okay so that’s the preview mode you can use the preview mode before you even submit a tag and trigger to see if it fires and that’s the great benefit of tag manager so if you’re not sure if something’s going to fire or not then you can always go into preview mode and if you are sure it’s gonna fire then you can go ahead and submit it so you can leave preview mode and just go ahead and submit that particular tag and trigger so here i’m gonna leave preview mode and now once i’m done and i’m sure the tag is gonna fire and go ahead and submit all my changes that i’ve worked on in terms of setting up tags and triggers so that’s really gtm in a nutshell so i have my tags okay my tags are just snippets of code that i’m going to put in whether that be facebook or vet tracking or any other google product like optimize or page view then i have my triggers my triggers are there to tell gtm when to fire that tag and the variables are there to help those tags and triggers work together so remember that particular variable we set up for google analytics okay so here it is right here because we want to tell gtm what property to specifically fire in google analytics so that’s why we set up that variable but there are all sorts of variables google tag manager has built-in or variables already created for you or you can specifically define a variable so variables are there to help the tags and triggers work together so when you set up a tag you set up a trigger you use a variable you can always go into preview mode preview it by going to the website seeing if it fires if it fires then voila you can go ahead and click submit and that will publish the tag and trigger and you’re good to go that’s pretty much how tag manager works and again i can’t stress that there’s an unlimited number of tags you can add to tag manager there’s no limit so you got everything from anything from google to non-google to event tracking okay to facebook to anything that you want to track you want to be able to put into tag manager and again there’s versioning that’s one of the great benefits of tag manager so if i want to go back to an older version i can simply do that so here you can see i’m on version 32. that’s how tag manager works and i can’t stress that you know tag manager is there to help you track interactivity on the site because if you have a site that’s interactive that has a video that has a download button let’s just say you know you have all sorts of newsletter sign ups facebook youtube buttons on your website just like this website does and you want to be able to track how many people click on that particular button well you’re going to need tag manager and when you have tag manager you’re going to be able to track all of these button clicks and interactivity on your website thanks rob with that we’ve reached the end of this video stay tuned for part two where we’ll be covering topics like google ads google display network google analytics facebook and youtube ads and much more thank you for watching and stay tuned for more from simply learn

By Amjad Izhar
Contact: amjad.izhar@gmail.com
https://amjadizhar.blog

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By the end of this course, you will be ready to apply your knowledge in your own project, business or career. So if you’re curious about how brands grow, how influencer get deals or how one ad can lead to millions in sales, you are in right place. Digital marketing is one of the most powerful sales today and your journey starts right here. So without any further ado, let’s get started. >> Social media marketing. So first you know before uh we start about social media marketing guys. So any kind of uh you know topic that you are listening to or if you’re trying to understand right. So you should always follow this kind of a framework right. So this is a formula that I always apply. So it’s all about what why and how. Okay. So always have this understanding of what why and how. Okay. So very clearly what does it mean is what is actually social media marketing. Okay. So we have to start with the fundamentals and then why should you invest time in social media marketing for business. All right. And then how are you going to shape the business with SMM? Okay. So SMM is nothing but social media marketing. All right. So that is what you know you need to be uh addressing and then understanding.

So most of the cases what happens is basically so when I say something called as social media marketing or when you hear about social media marketing everybody will start talking about Facebook, they start talking about YouTube, they start talking about Instagram, they start talking about uh Snapchat. So you know those are you know channels but technically what social media marketing is basically everybody might have their own definitions but you know you should understand this very clearly it’s all about utilizing the social media channels to create okay and inspire the audience to make sure that they are hooked to your brand. Okay, when I say your brand, the business. All right. So, social media marketing is all about utilizing all those social media channels to make sure that you know you create and inspire that audiences. Whoever is you know falling into that kind of a you know consumer set you have to make sure that they are hooked to your brand. They remember your brand for a longer period of time. Okay. So that is what social media marketing is all about. All right. So now to just give you a glimpse of it.

So everybody uh right now we are all a part of social media including myself. Right. But the only difference here is now we have to start acting like you are a marketer not a consumer. Right? Till now everybody have been the consumers. You guys have been actively using social media for your own benefit. Right? So the only benefit that you’re getting out of it is most of the cases entertainment. Right? So it could be YouTube, it could be meta, it could be Instagram, it could be uh Snapchat, it could be Pinterest, it could be Kora, it could be you know something else right. So once you get to know all of this understanding then basically you know uh this is then basically this is what you have to understand that okay till now I have been a consumer now I have to turn itself you know put yourself in the shoes of a marketer and then understand how this social media platforms can help me take this business to the next level. So how do I launch my own product on social media and make sure that everybody is you know trying to get to know about my brand or probably you know once you get to know about the brand you’ll eventually fall into that bucket of sales and all of that. Okay. So that is you know what you have to understand about social media. Okay. So most importantly you have to turn yourself into a marketer rather than a customer. All right. So that is what you know social media marketing is all about. Now why should you invest time in social media marketing for businesses is because of one simple reason called as audience size. Right? So you know audiences are widely available. There are millions of consumers, okay?

Millions of consumers are available and these uh consumers are very expressive. Okay, I call it as expressive audiences. So what do you mean by expressive audiences is basically you know they have some requirement they understand you’ll be able to know the market needs of it because they actively keep searching for something. Okay, all the consumers again you can think of your own self. You’re actively going there. You are there on Instagram. You are just scrolling your feed and suddenly you see something that you like and then you go follow it and then keep uh you know trying to you know purchase or follow the brand. Correct? So that is you know what the market needs is all about. And then very very very importantly social media is a huge network. Okay. So what is the kind of networks that you see is a huge network of businesses. It’s a huge network of advertisers. It’s a huge network of business development managers. Right? It’s a network of marketers. Yeah. It’s a network of marketers. It’s a network of sales guys. It’s a network of consumers and it’s also a network of entrepreneurs. Okay. So when I say social media marketing I’m saying all the platforms right so it could also include LinkedIn it could also include uh you know Facebook all the platforms that we have discussed right so you know all of these people are there the business people are there we have advertisers who are trying to promote their product there are business development managers who are trying to you know reach out to you know this thing right and then there is uh there are marketers who are actively trying to uh you know promote their own brand there are sales people who are trying to communicate with you saying that we have the product sir why don’t you buy it and then there are consumers who are actually a part of all of the who are actually the target for all of these people right and then there are entrepreneurs who are actively trying to understand how the you know uh social media works and probably see the space where they could launch their own product okay so that is where you know that is why it’s a very huge network just looking at meta itself just going to Facebook itself you will see a lot of audiences available there Right. And the other uh you know reason why you should invest is basically the reach is very easy and faster. Okay. Uh the reach is okay. Yeah. Sure. Diva. So once I’m done with this I I’ll reexlain the expressive audiences.

Okay. So reach is very easy and faster. Right. So when I say reach is very easy and faster. So if I had to reach out to multiple cities and multiple locations at once. So I can do it faster within you know the uh social media itself. Let’s say I wanted to promote a product called as uh let’s say rare rabbit. Okay. So rare rabbit is a brand which is into apparel industry which is into clothing. So if I had to promote a new launch okay new launch of my uh gear. So you know what I’m going to do is I am going to target you know Mumbai I’m going to target Bangalore and I’m going to target Hyderabad and Chennai. So all four regions I can instantly just go and then bombard it right. So all the four uh you know towns will be uh able to access this right. So that’s that’s the kind of reach that that I can do which is very easy and faster as well. If I had to use the traditional methodology then I had to you know look for the space for this uh commercial hing or uh you know all of this. So that is going to you know take a lot of uh time and effort as well and you know most importantly money right but you know that is not required here. So reach is very easy right now uh explaining again the expressive audience guys. So what does this expressive audience mean? So anybody online I I’ll tell you in a very simple and easy manner right. So the audiences are you know explaining themselves that I like this I don’t I don’t like this. Okay. So simple I I’ll give you an algorithmic explanation here, right? So every day you go to Instagram or you go to shorts or you go to you know these platforms and then whatever that you like you instantly hit that likes correct likes or uh you know the these uh reactions that you have correct. So when you are doing that as a process basically what is happening in the background is you yourself are giving a confirmation to the uh you know platform that I like this kind of a content right when you are doing this uh you know so when you are giving that expression of liking something commenting on something sharing something the value keeps on increasing right the more kind of likes that you you know have or that you do on certain uh content the more likely is what you see the similar kind of a content correct so that’s the reason why you know for example if I take few names here so for instance so let’s say you know Abhinav has his own feed right or Akshai has their own feed Anderson has their own feed and then Barat has their own feed Christina has a different feed dasha has a different feed and then you know Kavia will see an entire different uh feed so looking at all of this basically one thing which is very clear is no feed is similar to the other one correct so I’ll have a different feed altogether hersel will have a different field you know feed altogether dya will have her own feed right so nowhere it is a cross why is that happening is purely because of your own engagement right so based on that user engagement the users are unknowingly expressing themselves right on the social media with a simple click on that like. Got it? So that is what expressive audience means. This is this is stage one. Stage one is just liking it, right? In the news feed. Stage two is commenting something, right? When you comment on something saying that this is great, you know, I have never seen something like this. So some people will use these, you know, the Gen Z words. All of the genzi expressions right now that we have is LMAO, you have psych, you have you know different different terminologies like LOL, RO all of these things right the genzi abbreviations that we have or the millennial abbreviations. So all of this will give next level of impact. So when the algorithm detects that you are loving this kind of a content you know and when you are expressing it directly that you know this is you knowh next level I like it. So now algorithm tweaks it in a different uh you know uh uh manner right? So that is something that you should understand. This is stage two and stage three is basically sharing it right. So liking is basic uh commenting on it is okay to a next level. And then if you are sharing it that means you want this content to be shared to your own network of people. It could be in a WhatsApp status. It could be just a story. It could be you know sending it to your own WhatsApp groups right all of this now based on the activity that you are doing so all these are expressions only correct so without your own understanding only you are feeling it you are doing it you are actively pursuing all of these activities so all of this falls under this expressive audience so now you know based on these uh expressions basically so you will automatically understand how the consumers are you know looking for what are the consumers searching for right So what are the you know market requirements right now? So you know why do you think everybody searches for air condition during summers right? Why do you think everybody is searching for these hoodies during the winters? So it’s a you know market need that’s a requirement coming from the audiences right. So this is very basic you know this is you know the example that I gave is very basic in terms of uh you know uh uh when I say basic in terms of you know this regular stuff but you know some other market requirements saying that okay suddenly you have some other uh you know uh trend that is going on right now right so based on that trend you can create that you know a need for it. So simply to give an example you know let’s take uh soul store right it’s an apparel uh uh brand so which is purely into these uh fandom right so DC comics Marvel all of that they imprint Iron Man Batman they’ll do you know all these imprinting on the uh t-shirts and everything and then they they simply sell for it right so then people automatically you know one or the other way they start searching for similar kind for this thing right so that is where you can tap into the market needs but does anyone search for products on social media yeah yeah yeah absolutely so there is something called as marketplace so you know if you go to Facebook you will see something called as marketplace so there are lot of audiences who actively search for it right but I think probably you are comparing with Google search Google search is dominant Google search is the next level so probably Google search is 100 I am talking about social media searches which is basically probably you know 10 to 20% of what Google is doing. Okay. But still people go to that marketplace look for uh you know those kind of uh products or you know anything. So because of only one reason they might get something as an offer right and uh that that is you know what you get in the expressive audiences I mean get through the expressive audiences right. Uh how do we get to know which product that customer is searching on social media? So you will actually have all the insights uh deeply right. So basically you’ll have insights coming from social media. So there are a lot of tools also which we’ll be discussing on the go. I’ll explain uh you know very uh uh critically what are those things and what kind of tools we can use. How do we know what kind of products or what kind of uh you know uh searches are happening on social media. We’ll get to see all of that in the upcoming sessions. Okay. So I’ll explain that when the right time comes. Yeah. So you know that’s that is what you know we have with the audience size. And then you know basically other reason why you should invest time in social media is one of the reason. So basically what happens is when you are trying to use this as a business it is much more convenient compared to the actual marketing the traditional marketing methodologies right so that is why you have to make sure that you are understanding this thing right and you’re understanding the audience uh you know the type of audience that we are tapping into the kind of audiences that we are tapping into all of this is a part of the process right so that is where you need to keep an active you know time in terms of understanding the consumers more and the product more rather than uh you know the platform right so everybody does this in reverse so what people are doing is basically they are simply starting away with all the social media channels and then starting to create content and then they are trying to dump the content across social media right but what’s the point of you know doing it I’ll just give you an example right let’s say you know there is there are you know male and female you know who is a boyfriend and a girlfriend okay So a boy and a girl who are in love. So they are try I mean who are actually you know falling in love probably you know imagine that the boy has a crush on her right. So now when they first try to you know go on a date. Okay. So the boy approaches the girl and then he’s trying to you know impress her in certain way. Now when he’s trying to impress her in a certain way obviously there is certain you know there are certain rules that you know uh usually people follow right. I don’t know what Jenzi is following right now but at least you know when I was in college so we had certain you know take around that we used to maintain when we are approaching uh girls okay in terms of asking for a date right so you go you dress well you talk well you make sure that you are you know putting your proposal right you’re trying to impress her you do you know as as a boy you are trying to do that right at the same time you know the other person is also trying to you know accept it based on the kind of uh proposal that you are putting right now replicate the same concept here In business here in social media, right? When it comes to social media as well, you cannot go, you know, as you wish, right? You need to follow certain rules. You need to understand what the other person likes and based on that you have to make sure that you are giving your value in that. Correct? So when I know that you know uh the when I know that my crush you know likes these kind of things, I try to present her as gifts you know when I approach her. Correct? So if I’m not doing that, I mean that’s a way of impressing the other person. Correct? So now when you’re trying to do that on social media also, you have to have a similar kind of an approach. You have to treat your consumer like your girlfriend or boyfriend, right? So at least you have to think like you know you you have only you know few uh chances available and you have to take that chance in some in terms of proposing them. Right. Right. So the only discussion that you have is you know the limitation that you have is the product. You have to impress the consumer in all ways possible to make sure that the consumer is liking your product in the first place. Right? So you cannot take chances later right. So you know that’s that’s the biggest catch. So based on that you have to start looking at a social media slowly and steadily understanding the consumers right understanding the kind of audience you want and then start building everything from there you you are now actually looking at a different side of social media marketing altogether which you must have never seen before. So you know that is that this is the new way of approaching social media and this is the only way that you have to start looking at it right unless and until you see this kind of uh you know uh direction obviously you will go blind right this is just like you know trying to win an Olympics with no practice at all right so that is why you your approach towards social media marketing has to change all right so that is the reason why you know we are discussing this in detail and now we’ll move on to the next phase which is the how part right so how do we do it it’s all about the strategy okay we have to figure out the strategic ways to ensure the business goals are met okay so just by dumping the content you know with all those pointers is not going to help right so we need to make sure that we are figuring out all the strategic ways possible to make sure that we are reaching that customer you know we are trying to satisfy the customer right uh to a certain extent okay so those goals usually will be uh you know divided monthly so you will have monthly goals you know some businesses will focus on quarterly goals right yeah so monthly uh quarterly and then you will have halfearly goals okay and then annual goals All of this consistently you will have uh you know together. So you know these you know particularly basically u you know absolutely so you know this is something that you know we all should invest we all should understand very clearly. So not just this guys not just in terms of social media always apply this logic of what why and how. Okay. So you know when it comes to uh you know what why and how. So you need to make sure that you are understanding the logic of everything right. So it could be an interview right it could be anything. Okay. Now you know how are we going to uh you know shape basically we will start with the annual goals right but at the same time you also need to understand you know there is something called as a marketing funnel. Okay. So you can use it for digital marketing funnel also. So okay let me put it in digital marketing funnel. Okay. So what is this funnel basically is? So you know uh for any kind of a business okay so first and foremost what has to happen for any kind of a business or any kind of a product right so you als you always need to have to create awareness about the brand right so what do you mean by brand awareness is basically letting the customer know that this is my product okay so these are the benefits of the product. These are the reasons why you should use this product. Okay? And you know these are this is uh also I mean you can put all the reasons why you should use this product. You know that is where you have it. So you know you have to create that awareness to people right. So unless and until people get to know what you are, why would they even consider your product? Okay. So that is your next stage. Stage one is to create brand awareness. Stage two is to make sure that people are considering your product to uh you know buy from you. Right? So when I say consideration, so that means I am trying to uh sorry I’m trying to uh find all those people who are actually interested. Okay. So these are people who are consumers who are interested in the product guys. So there is a difference. Don’t get confused between the uh you know interest and the purchase. Purchase is different. Interest is different. I like the product but that doesn’t mean that I buy I buy uh the product. Got it? So the customers are interested in the product. So they want to you know know more about the product. I’ll give you an example then you’ll understand it better. So they want to you know get that detail. They want to know more about the product so that they make decision gets easier at this stage. Okay. So that is your consideration. So now once people get to know that okay now they are trusting the process that is where your conversions happen. Okay. Conversions are nothing but a sale coming from the customer after they have thoroughly understood the product and the benefit benefit they can get. Right? So that is what you know we call it as conversion. Right? And after the conversion also there is something called called as post sale experience. Okay. Post sales experience is basically they they trusted you. They bought the product. Now they are going to give you the reviews about your product. Okay. They are going to become your testimonial. They are going to become your referrals. Right? So that is your four stages. So this is what we call it as a funnel. So why do we call it as a funnel? basically is you know let me show you why that happens. So I I’ll give you a very simple example. All right. So let’s say there is uh uh you know a product. Okay. Uh okay let me write here itself. Okay. Let’s say so let me give you an example. All right. So first and foremost let’s pick up a product. Let’s say uh you know I wanted to buy um you know uh so there is this new brand called uh maybe you know let’s say Tata EV some EV vehicle. Okay. So this is the product. So this is a new product which is in town. So I had to create brand awareness about it. Right? So now what I’m going to do with this brand as a Tata as a company is I’m going to create you know social media post right. So now this social media post is seen by you know all the audiences. Let’s say this social media post is seen by 10,000 people. Okay. 10,000 have actually seen it. Right now out of this 10,000 people, do you think all of those will be trying to consider my product? Absolutely not. Correct. So just by you know showing this to 10,000 people can I expect all the 10,000 people to like my product to like Tata EV? Absolutely not. Correct. So everybody might not like it. Right? So out of that I am assuming that 30% 30% of uh social media post might be considering right. So that leaves me what is 30% of 10,000? 30% of 10,000 is 3,000. 3,000 people, right? So 3,000 people might consider might I am not 100% sure. I’m assuming that 3,000 people might consider that okay this product is good. Right now out of 3,000 people, do you really think you know uh these 3,000 people will become my consumers? I mean, you know, get converted to buying it again absolutely not. I’ll take 10% of it. 10% of you know this um uh considered audiences 10% of consideration you know that becomes 300 people who have chances of buying. Right? Now out of these uh 300 people 300 people who have that chances of buying there might be again 10% sale 10% conversion rate right so 10% of it is 30 so finally I might get 30 sales correct look at the numbers if 10,000 people see it there is a chance of 30 sales again 30% and you know 30% 10% these are all bigger numbers Right? So you see you know uh basically this is a funnel. So the awareness has to be created to this 10,000 people. So that is you know 30 that might lead to 30 sales. But if my you know conversion rate if I have to make sure that I’m selling 300 units then this has to be at least one lakh people. Got it? So that is what you have to think about. That is exactly what this is. So now people will you know come to you and then say that no no I directly want sales. I want conversions directly. So which is very bad. You cannot do that. You cannot create conversions unless and until you create this brand awareness and consideration. Got it guys? Clear everybody I repeat myself. Simple. If there are 10,000 people who have seen your product, out of that 30% might you know showcase interest in your product and out of these 30% of it 10% might consider your product and out of 10% who has you know considered your product only 10% might convert 10% of this one might convert into a sale might again this is also not 100%. Right? So because of this only you need to pro you need to follow a funnel right. So that funnel involves every kind of a product. Any kind of a product you know you has to go through these stages only for sure. Without these kind of a stages there is no way that you can surpass the you know point of making sure that the sale or a product marketing happens. Right? So all the thing that we are doing at these stages these two stages is all the social media marketing. Got it? So that’s why we call it as a funnel. Clear guys? Now I’ll show you visually you know so that you’ll understand much more uh uh easier. Okay. So digital marketing I’ll show you a visual explanation so that you will understand it much more easily. So this is how visually it’ll look like. So all the lead generation you know stage that you’re seeing right now this is technically the sales part of it. Okay. uh typically what happens is at this awareness stage you are trying to use all this content marketing, social media, all the SEO, SEM and everything here at this point slowly you know these guys will start getting you know little bit of interest over a period of time for them you will use a different tactics so you’ll have decisions and then you have the action being taken so it’s a universal model uh called as IDA so you create that awareness and then you drive them towards interest and then you try you try to you know ease their decision-m process and finally you let them take action in terms of buying a product right so all this process I mean you know all all of you also will have to this kind of a pro you will will go through this kind of a process at all stages right so uh uh everywhere you will see a similar kind of a you know model working only thing is you as a consumer will never know that okay so I’ll give you one simple example everybody must have gone through Amazon correct you must have at least you know at least recently Recently also you must have gone to Amazon. So you must have done that uh typical window kind of a shopping where you are just simply exploring a product right. So when you check the product you have gone to that product page you know checked the pricing checked the specifications and everything because of some reason you exited the Amazon application at that point of time you will exactly see the same product sometime later in a different website. Have you everybody gone through this? I’m sure everybody must have done this. Everybody must have gone through this kind of a uh you know uh same product seeing or following you everywhere. They’ll also follow you on YouTube. They’ll follow you on websites. They’ll follow you on Facebook. They you you’ll get this kind of a following everywhere. Right? So this concept of following you everywhere is basically a concept of marketing. Remarketing. Okay? We call it as remarketing. marketing again to the same person because I am assuming that this guy might uh you know like my product right so that remarketing happens at the interest stage right so this is at the you know second level which is which is trying to create more interest on the users coming back to our mind map and um just to give you a little bit of heads up so you have already learned this much till now the next stage you know the next uh you know bit that I’m going to explain is going to be much more interesting rather you know than this one. So which is understanding the consumer okay so consumer day-to-day life you yourself will be surprised what are you doing on a day-to-day basis okay so it’s going to be fun right so the one of the interesting aspect you know why you should uh consider uh social media marketing is basically let’s take a day-to-day activity of a consumer right so day-to-day activity of a consumer think of your own self okay so think of your own self what you’re doing on a day-to-day basis. Okay. Starting with on an average, I think people wake up at 7:00 a.m. in the morning. Yeah. So, I think approximately 7 to 7:30 a.m. in the morning is what everybody wakes up. The moment you wake up, guys, the moment you wake up, what do you do? You unlock your phone. Correct? That’s what you do. You unlock your phone and then instantly instantly what you do, you check the notifications. Correct? you drag that uh this thing right so instantly check that notifications and the first notification that you focus on is the WhatsApp correct so WhatsApp is always the first priority correct yes and then you know you go to the WhatsApp and then you probably check your messages and uh you know whatever that message basically is you you try to do that right if you have not if you have nothing then once you are done with WhatsApp then you you know probably move on to Instagram and slowly you maybe also look at uh Facebook or Snapchat right or you know you might go to uh YouTube as well correct and you know uh I I I mean you carry your phone everywhere you know this is you are brushing you are washing your phone you are going to wash you are taking your phones as well so this is basically what what everybody does right so I mean we are not we are no different right and then along with notifications there is also other thing that you might also notice which is missed calls right you’ll also check why did this guy call me somewhere in the night when you are sleep when you are asleep right so now if you take the overall time that is getting invested here so the average time on an average you know you will lose 30 to 45 minutes for sure yeah average time spent if I may call it as 30 to 45 minutes just like that it’s it’s just flu It’s just flows like uh you know water right so once this is done probably you know you try to you know get to your next level which is the 9:00 a.m. zone right so usually at 9:00 a.m. Basically you travel right? So either you travel uh to your office if you are a working uh individual or you know you are probably you know getting some course like this right? If you are going to office then basically you are looking for Uber or Ola or Rabbido right you’re trying to do that and in this process also basically you are checking the music apps correct you are you know either on Spotify you are either on Ghana yes you are checking that Wink or maybe Jio7 yes so at least if you are young you will definitely have this or else you will be on calls if you are technically above 35 or 36 then you know yeah podcast yes you know anything Spotify any of it so you’ll be on these things right so technically again you know here you will have that time zone that is there at 9:00 a.m. probably 9 or 10 all right and then 11:00 a.m. what happens at 11:00 a.m. You’re trying to have that breakfast. Huh? Now we have gone to office. I checked in. Now I am happy. So nobody’s going to question me. So you are having your breakfast or a brunch. Right? During this time also you are not keeping your phone aside. No, you’re having that reals or shots. Correct? You’re checking those reals and shots, right? Or you are actually checking your feed, right? You’re going again to Instagram or to Facebook or to X or to LinkedIn. Correct? You are definitely taking you know all of these things during uh you know that uh breakfast and all of that correct. So this you know technically you will have yeah match highlights everything all of that is going to you know consume that thing and then you know after this probably if you are in office you are working something or you are actually you know trying to be reach your friends or whatever acquaintances right and then if you take the next thing which is 2 p.m. right so you know 2 p.m. Basically the lunch time right even during your lunch times also what typically people do is they are checking the WhatsApp status right or they are doing a chat or they are doing that shopping thing right so they go to Myntra right they go to Amazon they go to Flipkart right I mean we all do this no on a regular basis if if they are if there are any working professionals who are actually in the uh session right now. You’ll definitely relate to this and uh you know you’ll also try to attend some calls. You’re checking your emails and then if there is nothing left then you are going to simply browse the internet. Okay, you are going to be uh basically you just be trying to you know go to that uh you know internet zone and there now I’ll tell you what people do what what people browse on internet okay I’ll just take an example of food okay so since Indians are bookuters basically so we try to browse the internet so I’ll tell you what people browse also how to reduce weight yeah so how to you know become like Ritik Roshan. Yeah. So there’ll be people who are searching for how to eat more and look thin. Yeah. Trust me, even my friends also do this and there’ll be people who are searching for makeup videos. Yeah, there are people who are uh searching for cooking videos probably on YouTube, right? And then you know they are also trying to do that uh DIY, right? So this is what people do and this is happening this is definitely happening on that uh you know uh during the lunch times for sure right and all of this technically you know easily it goes by 2 hours 2 hours for sure 2 hours is simply gone all right and then you know you go to that 5 p.m. uh you know section. So I mean after all of this done you are basically tired. No. So you need a break right? So everybody is now expecting this kind of a break. So you have that tea time. Now you are in a tea time mode. Yeah. Right. So the tea time mode basically is where you try to do or you know search for this workout or uh you know some kind of a sport activities. You are trying to do the chitchat right? So technically in the chitchat also you’re trying to gossip something right? somebody or whatever is happening you’re trying to explore uh you know travel or food order or sleep naps right so some people you know who have uh they also do the power naps right so they get little drowsy during those times somewhere around 5 p.m. That’s the that’s the reason why people go to that tea right they like to have a little walk right and then you know obviously googling if there is nothing left right so this if you see you know all the activities that that is happening on a day-to-day basis in any single individual life right and then finally you have only two time zones uh after this which is 9:00 p.m. time zone and then there is 11 p.m. time zone okay 9:00 p.m. you know we everybody will do you know what is happening so you are focused on that food ordering right or you are looking for some party to place uh party places right if it is uh Friday right right now we are we are on the Saturday evening right people must have done that right they’re looking for maps they are looking for next day plans okay what to do next day so I think pushpa 2 is released so everybody is on that havoc of you know watching that pushpa at least so you know everybody have their own plans and then there’ll be few couple of guys you Oh guys and girls who are actually you know trying to party it they are also searching for wine shops near me they are in this category also right so all of this is happening in a day-to-day life guys right so and finally they’ll end up at 11 p.m. Now they are trying to do the binge watching right Netflix or prime or probably Z. Now if you take a look at it the reason why I had to put down all of this in front of you is look at the time that user is investing in all the media. You get it? Now this is the serious part. All this is fun part but look at the serious part. Everybody is investing close to 8 to nine hours in their day-to-day life on digital media and that luckily involves a lot of the uh you know uh social media >> lot of social media media is involved very clearly. >> All right. So yeah the reason why I’m writing it down so you know look at it. So basically we are all a part of it not just you know this thing but everybody everybody is a part of this process right? So every day we are actually investing close to 8 to 9 hours on social media, right? So now you know basically you have to also again now this is a lesson for you guys. Now I’m not asking you guys to you know shut all of these things down you know that that is anyway not not going to happen. So only thing that you have to do is now you know that everybody is investing so much time into social media and all of this. How can you maximize that efforts right? How can you convert those audiences into something of value for your own business? That’s it. Right? That is where I am headed. That is where you have to understand what a consumer is doing. This is an easy way, easy gateway for you to understand. Right? So, let’s see. Pick up a simple idea. Every day at 9:00 a.m. in the morning, Zomato will, you know, send you a notification saying that ba, I know that you are hungry. So, there is a, you know, hot idli waiting for you. Why don’t you simply order? Correct. It comes at 11. It comes at 8:00 a.m. in the morning. 8 to 9:00 a.m. in the morning. It comes at 11 to 12:00 p.m. in the afternoon. And then 3 to 4 p.m. it’ll also wake you up regarding the snacks. And at 7:00 p.m. again, it’ll you know remind you with regards to dinner. Everybody is seeing this. Yeah. Swiggy and Zato are always on your back making you remember what to eat. Correct. And just by looking at that notification only you are not hungry technically but you will feel hunger at that point of time. Yes. Do you agree with this guys? Zumato and speaky does that right? And moment the moment you you know open YouTube during those times also you will see that instant 5-second ad hungry order now on Zomato. You will see that hot hot smoky air coming in that uh you know uh video correct. So you will have that craving for that mcd. You will have craving for that biryani. You will have craving for that ice cream. You’ll have craving for that uh you know uh chai in the evening. All of this is that only right? Uh okay. How do they decide which food to promote? It’s simple. I mean when you are in the you know mornings you will see the breakfast mode. If you are in the afternoon you will see the lunch mode. I mean it’s a basic sense right? So based on that only they’ll try to simply do it. And you know the kind of notification that you get it is all personalized right? When I say personalized, they know what you have ordered recently, right? So you know if if you know Zomato can understand what you know Hmon is ordering usually for breakfast and the most ordered on breakfast is Hmon’s favorite. No correct you guys get it guys whatever I order you know multiple times that indicates to Zomato you know it’s a simple data analysis. So that indicates to Zomato that Hmon’s like Hmon like this and so they’ll you know keep constantly sending me those kind of notifications only right hot sambar idli is waiting for you you know being in south India you’ll get to this masala dosa is waiting for you geek masala dosa will come you know that as a notification right and when it is lunch basically since I am in Hyderabad right now it’ll always promp prompt me to check for uh you know biryani over there right so Now you know based on this you need to understand the importance of what we can do uh with the social media very clearly and then make sure that everybody is uh uh you know cater to that business. All right. So yeah so moving on to the next aspect of it. So knowing that we now clearly know that there are lot of audiences on uh you know the uh platforms. So we are now trying to understand the network. Okay. So what are the options available for us? Right. So we call it as channels. So what are the channels that are available for us? Right. One of the uh first and foremost important aspect of it is Facebook like we already know. Right? So few of you might be thinking that uh sir you know we no more use Facebook at all. Right? But you have to look at Facebook as a very dynamic platforms platform because you know this is you know giving us u you know very critically two major aspects of it right. So though we might not actively use Facebook there is a lot of potential still even today on Facebook as well. Okay. So Facebook is offering that personal profile first. Okay. And then it is also offering for us to have our own dedicated business page. First and foremost, I think you know personal profile pretty much everybody knows about it. I’m not going to take too much of uh you know detail here. So where uh you know every profile has a dedicated profile picture attached to it. You can add your bio to it. Okay. So basically everybody you know uh doesn’t write anything at all. So you have to now start acting as uh the representative of a business. So you have to present yourself as a marketer, right? So you have to do little bit of uh you know cleaning right. So always try to write who you are and present about yourself. Okay. So I know what is what is there in your Facebook also. I can you know understand and relate what is existing on your Facebook. So in your Facebook basically you’ll have all that junk. Correct? So it’s high time that you clean your junk. Right? So you know why I’m saying this is guys basically this is very very important for everybody right so you have to make sure that you are you know cleaning your uh Facebook profile right uh so you must have liked everything all the nonsense on the planet at that point of a time probably I’m talking about five six years back so you have to clean that profile right why I’ll tell you the uh logic right u so basically what uh you know is happening here uh you know in terms of Facebook is I mean not just Facebook in all the platforms. So very specifically why I’m talking about Facebook more is you have to stop you know following all that junk, following all that likes, shares and comments and everything whatever that you have been doing. You have to start putting yourself in a different zone altogether. Okay. Why is basically till now you have been a customer you have been enjoying the entertainment uh you know for your own self but going forward you will be under a scrutiny when you are representing a company so technically when you are digital marketing for some product or a business so basically what’s going to happen is they are going to come after you they are going to look at your uh you know Facebook profile they are going to come to your LinkedIn profile they are going to come to your Instagram they are definitely going to get connected with you on these platforms right when they are trying to get connected with you on these platforms and if they come to your profile and then they see that you have shared some you know love failure YouTube song on your Facebook so you know imagine how awkward it look like it looks like correct so that is something that you should be very careful about right so never make sure never make yourself you know uh put in that zone of uh vulnerability right so people are going to instantly judge Hey, this person you know is not even looking like genuine. This person is not even, you know, being professional. So he says all the professional things over, you know, the other channel. But when I look at their Facebook profile, it’s very dumb, right? So you should not look like that basically. So you have to good, you have to make sure that you are cleaning all of that junk from your social media, right? Even if it is hard, you know, you have to do that. So there are two options basically. either you clean that junk or you can simply you know uh uh shut it down and then start creating a new one all together right so that’s really really important guys you have to make sure that you’re doing it okay so for SMM an old account will give a good lead generation or we can create a new account for SMM no old account will always have a a better value uh Shanmuga basically that’s the reason why I’m saying to clean it right so uh when I say clean it basically Facebook always you know puts older accounts into first preference right so uh you know I mean the more older your account is the more value your account uh value your account has that’s it so your account ad account will be activated your uh profile also has some weight uh I mean when I say profile has weight your constant engagement has to be there just being on Facebook is not going to create any value okay so you have to mind that right yeah now I I I’m coming to that point only um deeply so you know now all the things that I’m writing right now that is where you start cleaning your junk right so you start with your bio right and then after the bio the details right so what kind of details you should be focused on okay so try to put your study details your academics if it is comfortable with you okay and then make sure that your relationship status is straight okay so Don’t put into that uh in a depression mode. Okay. Don’t try to upload all of that uh you know content there. Right? And then uh along with that make sure that your photos whatever that they are available they are very decent enough. Okay. Try to you know create a folder and then you know to save all of that and then whatever that you are that you have liked all followed you must have liked uh or followed some meme content or any of it back then. So that is still existing right? Make sure that you are you know uh only keeping those things which you prefer to have in your feed right and then start you know focusing more on uh business celebrities influencers. So try to you know like or follow. So basically you are just you know making sure that everything is right. Right. So similarly in the uh profile this is what you should be doing. Similarly for business also you’ll have something called as um you know uh logo or page created. So for this you’ll have a logo, you’ll have a cover picture. All right. And then you should have a company bio where you mention what is the company all about and then contact details. You have to mention the website okay and the email address. So these are mandatory things guys. So if you already have run Facebook pages then you must have known this uh by uh chance but uh this is these are mandatory things. Website, email and mobile number. Website also you can still do it later but mobile number and uh email is very mandatory because uh you know now Facebook is also if Facebook gets any doubt right? So Facebook will will ask for uh authentication whether you are the uh you know person or not. So it might also ask Aadhaar card or any of the identity proof if needed. Okay. So make sure that you’re not goofing up. All right. And then content sharing is a must basically usually you know the content uh that goes. So when I say content people always think it is just the text part. No content. It is text, it is image, it is infographics. Okay. It is videos, it is articles, it is blogs, everything, right? All of that. Even the podcast also we can call it as content only. Okay? It can be an audio podcast or it can be a video podcast. Both of them are you know the podcast only. Got it guys? So don’t assume that content is only text. All right? So all of this even videos and articles, blogs, everything is what we call it as a content only. Okay? So for every business page you know you are also getting so this is what everybody knows that okay this is what we are getting uh in the Facebook right. One thing that people doesn’t know is Facebook is also giving that professional dashboard. Okay. So in this professional dashboard basically you will be able to oh sorry so you’ll be able to get the insights. Okay when I say insights basically you know you will get to know very clearly the demographics part of it where what age group is coming to your page from which location you are coming to your page. You can also track the likes comments and shares for uh individual pages. All right. And what kind of interests the audience is having all of that? Yes. Yes. Obviously um the community you can also get the gender right along with these things you will have metrics guys. Metrics is something okay what are metrics is you know things which are measurable right so we call it as measurable data right. So what is this measurable data is basically how many people this post has reached to right. So how many people have clicked on it? So how many people have messaged me? How many people have gone to WhatsApp from Facebook? How many people I mean I can literally measure from reach to clicks or from clicks to conversions. I can literally track all of this here. Okay. Simple to to make sure that you understand it very easily. So let me give you an example here. Okay. uh measurable data. Okay, let me give you an example here. So, basically let’s say you know you will see that boost post on Instagram, right? Have you seen that anything that you post on uh uh Instagram, you will see a tiny tab or a blue color button called as boost post. Yeah. Right. So that boost post right if you have let’s say for example you know there is um uh Lena okay so Lena has posted something. So Lena let’s say for example Lena owns this product called as u uh let’s say uh rare rabbit okay or zara for that matter okay so she’s uh owning one of the franchise called zara right so for zara there is one kind of uh this thing uh you know she’s trying to promote one new Christmas um apparel okay one one thing related to Christmas Right? So she is investing 100 rupees per day. Okay. On that post and then you know she is getting that uh 10,000 reach. I’m just taking a random number just for uh understanding right. So basically she’s uh you know now technically what happens is I mean everybody thinks this boost post is really working very well right but technically you know looking at this 100 rupees. So Lena will become very happy that already 10,000 people have seen my ad. Right? So basically what Instagram is doing is it is simply trapping you. Right? It is just giving you an emotional satisfaction that uh you know I have reached your post to these many uh audiences right but technically business-wise it’s nothing. It’s not going to give you any value unless and until you are like emotionally satisfied. Right? I have seen many clients who have come to me after they have failed at this terribly. They have invested lacks of rupees into just boost posting and then you know later they realize that this is of no use and then they started you know cribbing and then coming to me saying that sir can you help me out right so I have seen many startups and particularly women who have invested and then seen no result at all. Right? I have seen women who have worked on boutique industry. I have seen people who are fashion designers, people who are into uh you know healthcare dentists, people who are dentists, people who are general physicians. So all of those guys they have fallen into this trap right. So ideally you know uh what will happen with this is instead of you know simply doing this uh boost pose if you probably you know use the same 100 rupees. Okay. Where is this one? Yeah. So if you you know use the same 100 rupees per day. So instead of reach right instead of just focusing on that 10,000 reach. So now I’m trying to you know drive them towards an application right. So if I get you know 10% of this which is 1,000 clicks right. So which is taking me you know for an application. Okay. Application which has that uh address. Okay. So where you know out of these thousand clicks again the same funnel process out of these thousand clicks I’m assuming at least 100 people will add the uh product to the cart add to carts right so out of these 100 I’m assuming that 50 might buy the product okay 50 buys or at least you know out of that even if there is one dress sold also okay so there is a chance that I’m having at at least you know some x amount of money as a profit right simple understanding this is what happens this is what you know everybody does online so instead of you know all those people who doesn’t understand social media marketing they simply you know do this investment and then basically get business done but technically that’s not the way so this is something where you have to do that and this is possible you know all the way through uh Facebook ad manager technically right so you can use Facebook ad manager and then you can uh you know get this done. So I’ll anyway explain these uh there is advertising also in place. So I have to explain advertising anyway in the process. So I’ll do that not to worry. All right. Yeah. Boost campaign can be done to increase followers as well. Yes. So you know there is no direct uh relation to followers increasing but you know there is something called as profile visits deeply. So there is something called as profile visits where you can drive all the users to you know get to that uh profile. Right. So once you get to that profile basically I mean people obviously you know try to follow you. Yeah. The engagement tactic. Yes. A group. Correct. So that is what you have and uh you know apart from these metrics the next thing uh that you have uh along with the uh professional dashboard. In the professional dashboard only you’ll have that uh settings and privacy options. Okay. And then you have security options where you can you know you’ll have that email verification, two-step verification, two-step authentication. Okay, two-step authentication is basically I mean if anybody is trying to hack your uh Facebook page or something you can you know do some activity there right and then apart from this you have uh you know something called as ads manager which I was just saying. So where this ads manager will let you create those ad campaigns. Okay. So these ad campaigns will enable you to create certain ads specific to this thing just like your boost post only but which are very specific uh you know to uh all the meta platforms specific across meta platforms. When I say meta platforms, it could be uh you know all these Instagram, Facebook to a certain extent, WhatsApp and there is something called as audience network. All right. So apart from these things there is also messenger. All right. So these are the places. So now you know all of these four you know anyway. Instagram, Facebook, WhatsApp and Messenger. What is this audience network is? Audience network is nothing but basically an extended network. Okay. Where there are other other networks who are sharing the information with the Facebook. Okay. These are also similar like Facebook only. So these guys are running their own platforms in different different uh channels but they are also contributing uh you know to Facebook saying that okay boss I am okay if you share you know whatever that you want uh on my channel as well. That is what it is right. So this is what you have and u uh okay can we boost those posts which we did not intend to have or increase sale but uh just wanted more likes and comments on post and then after this we have something called as uh community groups. Okay. So, community groups we call it as Facebook groups technically. Okay. So, Facebook groups are very uh effective, highly effective I would say. Why? Because you know this is where you can bring along common perspectives people who have those common perspectives under one roof. Yes. So you know you can get all of these people under one roof and trust me this is highly effective. All right. So very very very effective. So we’ll get to see all of these things and on the go when we are actually doing it live. So not to worry about it. Right. And then there is also something where you can create Facebook uh events okay through uh Facebook event manager. Okay. So there is something where you can actually create if there is uh you know let’s say you wanted to host some uh Christmas eve right so you can use that uh as a Facebook events manager and then you can uh absolutely invite everybody whoever wants to you know join that party they will be absolutely joining you no worries at all okay yeah so that is what you know we have on Facebook guys similarly we’ll have you know uh like Facebook we have something on Instagram and then we we have uh LinkedIn the channels I’m talking about okay so we have LinkedIn and previously we call it as uh Twitter right you all know what uh this has been called as so you have X and then you have Pinterest right and then you have Snapchat these are all available along with that we have Kora right so these are pretty much there so Reddit you cannot call it as a social media platform so why because Reddit is more or less like a media right So people are active there but that doesn’t mean uh basically you have something which technically is you know there and uh YouTube yeah YouTube also is not uh a social media channel people assume that it’s a social media channel but it’s not right YouTube marketing is entirely a different uh you know platform altogether why because you know simply understand now you know looking at all of these wise why what why and how so it is not any kind of a communication channel. People don’t go to YouTube to talk to somebody. Correct? Yeah. But if you look at all of these platforms, people engage with brands. They talk to these brands. They communicate over these platforms, right? So they make friends over these platforms, but they don’t make friends on YouTube. So they just follow some uh you know content which is being constantly shared. So never consider YouTube as a you know social media channel. Right? So there are certain people who you know take it as a social media channel. But you know my perspective is very clear. So never make sure that never make uh YouTube as a social media marketing channel. WhatsApp for business is a you know you can call I mean you cannot call it as a social media but it’s a communication channel. Again that is also not a part of social media because WhatsApp business is basically just for communication. You cannot you know uh dump the social media post like you are doing it on Facebook and all of that. And you know also it is very personalized right you cannot send it to everybody correct. So if you see Instagram whatever that you post most of it is available uh you know for everybody I mean you can switch to be available for everybody. LinkedIn you post something it is you know for everybody. X for everybody. Pinterest for everyone. Snapchat for everyone. Kora for everyone except Instagram there is certain uh you know setting that uh everybody cannot see it. If it is a personal profile, if it is a professional profile, everybody can see it. But WhatsApp business, unless and until somebody else will text you, they’ll not know who you are. Correct? So, it’s absolute privacy. Got it? Yeah. So, yeah, WhatsApp channels, yes, channels again, they have to subscribe to your uh channel like we are doing it for the regular Instagram stories and all of that. So yes to a certain extent WhatsApp channels can be you know you can call them as uh uh uh social media channels only but again most of these channels are not communicative right I mean people don’t they cannot respond to you they cannot post something they they I think they can mostly hit those likes etc correct if I’m not wrong I I think mostly they can like your content but uh basically they’ll not be able to communicate saying that yeah this is great or something like that so telegram is that kind of a channel where you communicate and then you people also respond to you then and there right so but I didn’t mention telegram here basically because it’s a junky art so you know too much of privacy concerns too much of security issues so that’s why we are not using that as a promotional channel but there are lot of uh you know scamming things happening on ent on telegram only right all the scam is happening there there are a lot of cryptocurrencies being exchanged there are lot of bots being created then and there lot of code is being exchanged there So there are lot of channels there. So this is uh what we have with regards to the uh you know network of channels guys and uh very important importantly what you should also go through with all of these things. I mean we’ll be walking you through I’ll be walking you through all of these channels right now. So today just being an introduction I just gave you the theoretical explanation but uh starting tomorrow we’ll have everything live everything practice. Okay. So uh everything practical. So you will not have all of this theoretical gan okay coming from it. All right. So you know technically uh again make sure that you are understanding the social media as a platform right. Okay. If you don’t don’t understand the social media as a platform right then possibly the chances are uh basically you know you will do everything but it will not give you result. Okay. So one uh direction that you should clearly understanding is you know if you don’t understand the subject very clearly you no matter whatever strategy that you put in you will end up you know being having the same question was you are saying that you did all the social media marketing but where is the result I am not seeing any sale I am not seeing any engagement why is this not happening then you will realize and then you come back to the same question okay so to avoid that only I’m giving you all these uh you know processes very clearly where you start right this is where you should remember for everything not just 1 2 3 every part not just social media for any kind of a question go through the similar kind of a process okay yeah so coming to the next part of it guys which is the resources right first and foremost is uh search engine land or search engine journal okay uh search engine general is something that you should constantly follow and then follow HubSpot. Okay. And uh in HubSpot there is a topic called content marketing. I’ll tell you that later. Right? And then actively follow uh X and uh certain you know people and then there is um you know other than that there are few certifications from Harvard Business Review. Okay. So yeah, Sprout Social, Sprout Social, this is one thing uh uh this is something which needs to be uh you know very active guys. So Sprout Social is very very much there and then there is also something called as buffer. So digital marketing institute right this I I think to start with these are good guys >> just a quick info guys Intellipath offers digital marketing course in collaboration with iHub IIT Riy through this course you will learn complete digital marketing from search engine optimization search engine marketing to PPC analytics and social media marketing and much more from the IIT faculty and industry expert efforts. With this course, we have already helped thousands of professionals in successful career transition. You can check out their testimonials on our achievers channel whose link is given in the description below. Without a doubt, this course can set your career to new heights. So, visit the course page link given below in the description and take the first step towards career growth in the field of digital marketing. >> Now, uh before we talk about what is SEO, first we need to understand what is search engine, right? So, what is a search engine? search engine is Google is a search engine. Google literally has monopoly on search engines, right? Literally that that’s basically what it is. So, uh what we are going to talk about right now is I’m just going to quickly discuss um what uh is SEO overall and then I’m going to talk about what a search engine actually means and how it functions. So all of us know that a search engine helps us uh get results uh based on what we are searching for. But how does it do that? But as we all know in today’s world uh Google dominates the world of search. Even with AI, even with open AI, even with uh what Bing is doing with open AI, even then Google has majority market share. On desktop, Bing has about six six and a half percentage of market share. Yes. But um on mobile, Google is the one do that dominates and seriously speaking uh in today’s day and age almost uh I would say 70 to 80% of any uh website traffic comes from Google or sorry comes from mobile. So that’s big that’s a m major market share. So that’s what it is right. It’s essentially uh SEO is the practice of increasing. So what is SEO? So when it’s the search engine, so what are we optimizing with that search engine? So search engine optimization or SEO is the practice of increasing the quantity and quality of traffic to your website through organic search results. For some of you this may seem uh like what am I even talking about? But basically what it means is uh having more people visit your website while ensuring that the people visit your website actually want to be there. So let’s say if you have a physical shop and uh there are like 10 people coming into the shop. Now out of those 10 people, if none of them want to make a purchase, that’s a bad quality of traffic. But if those 10 people, at least two of them are willing to make a purchase and the rest of them are just interested in the product or services, that is a good quality product, right? So that is basically what quality and the quantity means. So you want to increase the number of people visiting your website while also ensuring that they want to take the action that you want them to take right. So that’s what is SEO. So as I mentioned Google is having a big mon monopoly on it and uh literally Google is synonymous to search engine in today’s den world right like uh basically what happens is when someone wants to look up or find a website u they don’t they don’t say like okay I’m going to go and search for it on a search engine no one says that people say let me just Google it it’s a verb it has literally become a verb and the reason for that is because of how it functions and how it works. So now u I’m going to talk a little bit more about how Google is actually like one of the biggest uh monopoly in search engine and how it got there. But before that let’s try and understand how search engine in general works. So what is a search engine exactly? And this is true with every other search engines out there. So there’s Google, there’s Bing, there’s Yandex, there’s like all of these other search engine like duck duck go and uh yeah like I I think like there’s bunch of them but a lot of them are actually using the same algorithm of Google and Bing like Doug Doug actually uses Bing and all. Anyways regardless of talking about that the first thing that we should understand is how does a search engine works? Exactly like Ninad asked. So let’s get into that. So uh search engine essentially has a process around it and there are three stages, three different stages. So the first stage is that there’s a crawler. Second is that there is an index and third is there’s an algorithm. Now what does this mean? And uh Google is also one of the websites. How does it know that Nad’s website exists, my website exists, Intellipath’s websites exist or any different website in the world exists? The answer is there is something called as a crawler, right? So what is a crawler? A crawler is a bot like it is also referred to like a robot. It is also referred to a spider or a bot. But basically that’s what a crawler is. And what this crawler basically does is it follows links on the web and tries to find different websites and the different pages that exist on the website. And it does this around the clock. It doesn’t stop. every single second it goes to millions of different pages and uh like basically visits it and saves a HTML version of it. So what that what is that HTML version? Think of it like a screenshot of the website. So it basically saves what it sees and creates a record of it and once it creates a record it calls it uh like that’s like a database and that is called as the index. So imagine this right like uh imagine you are a photographer everyone like most of us have a smartphone we are taking like clicking so many pictures and all. Now what happens is uh as we are taking all of these images etc u like it becomes very tough for us to make sure that or at least go through them after let’s say a month or a year or so forth. So what do we do? We create albums and in each of those albums we create like okay this is what this means this is what this is for. Uh maybe there’s a a separate album or a folder for screenshots, something for uh maybe a trip that you have, maybe multiple different trips into multiple different albums, right? Uh maybe there was an event, a wedding, an anniversary, birthdays. For each of those we have different folders and uh all of those folders would have the screenshots of uh or the images that we want and that’s basically what is index. So crawler does that it goes to different websites it snaps the HTML versions of it and it creates like a huge database which is called as an index. Now this index is updated every time the crawler comes to your website uh and every time it finds like okay there’s a new revised version of it. So depending on how important Google considers your site and the amount of changes that you make the crawler will come around more and more often. Now there is obviously other factors as well like how important your website is based on uh uh let’s say authority how many people are linking and all but let’s not get into that right now at a basic level it’s uh the job of a crawler to create an index of everything that it captures right so that’s what the crawler and an index is uh so one thing one small thing that I want to say is uh like every search engine has their own crawler and their own bot. Uh Bing has a different crawler, Google has a different crawler. Uh for anyone who has heard about chat GPT, there’s a separate crawler of chat GPT that they themselves have created as well. So uh every big company who wants to collect data or wants to identify if you have a website or not will have their own crawler and their job is the same going to a website taking a snap and then creating an index out of it. Now so that’s where the data comes in. That’s where Google knows like, okay, uh, this website exists and, uh, this website is, uh, one that, uh, could probably, um, have the content that the users require. But how does it know based on what a user is searching for, which link or which pages to actually show? The answer for that is the algorithm right now. Uh this is like a simple illustration before I get into algorithm which shows like how a search engine spiders crawls to different websites captures all its pages. Uh it takes notes of your title, keywords, description, navigation, navigate everything, learn about your website, consolidates into different folders and then feeds that data back to the search engine. Right? So this is how it works. And this is something that I’ve just explained right now. Right? So the search engine uh uh sends the spider or the crawler, captures the data, collects it in an index and then goes back to the search engine and like make sure it has the data. But when it comes to that index website, what it does is that now that it is ready to show it, uh it will use its algorithm to decide which pages it would like to show. Now uh and that’s that’s not it like it also decides not just about the pages but it also decides which uh links or the which websites it should show first, second, third and so on and so forth. And the best part it does it in real time almost right like whenever we I don’t know how many of you not noticed it but whenever we do a Google search it will clearly say how long it took for them to get those results. It’s basically in 0 certain number of seconds. And the worst part is the way that algorithm works is a secret. So nobody actually knows how the algorithm determines which link should come first, which link should come second, which link should come third. No one knows that except for Google. Uh so in that case what are we even doing? What is even the work of an SEO? So what we as SEO do is we try to increase the success rate and the chances of our website being or becoming a part of those top website. Basically what happens is uh what the algorithm essentially does is it uh shows which links to show based on the keywords. Let me give you an example. So let me just open an incognitive window. Shoes online. So I am a user. I’m just searching for shoes online. So Google has already indexed like millions, billions of pages, right? So once I’ve made this search for shoes online, what does it do? It shows me websites where I can get shoes online. Now, how does it do this? It does this by using its algorithm. So, it already has a database of all of these websites stored with it. What it basically does is based on my keyword, whatever I have typed over here as a user, it will show the websites that are most likely to be relevant and uh show what I want. Now, how does it decide which website to show first, which to second, which one for third, fourth, fifth and all is something that its algorithm decides. And the worst part is that no one knows how that algorithm actually works. So but yeah it works because of the algorithm. Now uh what it basically does is uh what I’ve mentioned. Then how do we optimize for this and that is what SEO is all about. Now has Google laid out some best practices towards it? Yes it has. But at the same time uh the way that you succeed in SEO is going to be very different based on how you work towards it. Now think of it this way. Uh it’s very similar to um think of it like maybe uh some of those advertisements etc. when you actually show an ad, maybe a billboard ad or maybe a radio ad. Uh now based on that, do you know how many sales you’re going to get? Not really. But what you will still do is based on the information that is available to you, you would try to identify what is giving you the highest percentage of success. and uh that is what you will try to implement. So SEO is nothing but a bunch of geniuses, right? And this is these geniuses. It’s not like specific people, right? There’s like so many different communities of SEOs. All of these people together over the course of however long Google has existed have kept working on different websites trying to identify what can potentially bring them a higher rank. what can potent potentially help them beat their competitor. So let’s say if I’m working for Myntra I would be like okay how do I make sure that I maintain this so that Liberty Shoes does not overtake me. If I work for Liberty Shoes I would be working on identifying ways to beat Myntra and get that first spot. And how will I do that? I will do that based on a bunch of different tests and experiments that are likely to help me get there. And that that’s basically how it is. It’s like literally a black box and you’re trying to work with that black box by inputting some data, feeding some data or at least leveraging some of these secondary information or pieces of data that you have available based on tests that other people have run and using those you’re trying to find the best way to succeed. What does it mean? It basically means if you have a website and if you’re implementing some of these things, you have a higher chances of ranking up than without using it. So does that mean people who don’t use SEO techniques can rank? Maybe. But that’s very similar to saying someone who plays gali cricket will be the next Virat Kohli. So uh how can someone who likes cricket who’s a child uh become or get into the professional cricketing field? They can do it by learning by identifying different ways of actually achieving it by going through c certain things that are tried practicing it seeing the type of results that it brings and then improving themselves and that’s basically what SEO is. So let’s just imagine if you knew how the algorithm works. If uh the way to get the first spot is by making sure that you are like maybe that’s like a recipe right maybe you know that okay by using x amount of this y amount of this and zed amount of this you will get number one rank there are millions of website owners don’t you think all of them will try to do the same then how will algorithm know which one to promote so that’s the reason Google keeps it a secret because if Google tells everyone how the algorithm works. Everyone will know that everyone will use the same thing. Even if their website is of good quality or not, even if their website is actually helpful or not, everyone would do it. And by doing so, uh no one will actually work or sorry, no one would actually uh get the rank, right? And that is the major reason why Google keeps it a secret. That is the major reason for every one of us uh who wants to do SEO. Uh we have to identify by testing and continuously experimenting on what can give us the results. That’s basically what I want to say. Now obviously there are many factors that have been defined many different methods over these courses of years and that has created a structure. that structure what is what helps us understand two major aspects and things. So yeah uh that’s what that’s how search engine works. there’s uh the crawling indexation and algorithm right but let’s try and understand a little bit about Google given that it’s one of the not one it’s it is the monopoly in search engine right let’s try and understand a little bit about Google so over here what is the mission of Google’s mission is to organize the world’s information and make it universally accessible and useful this is the mission of Google now for us as SEOs. Why is this important? It is important because if Google has a mission or a specific mission or agenda, we need to make sure that our website also aligns towards it or at least is communicating with Google’s algorithm towards it in a way which makes sure that our website is also of high importance for Google and that’s the reason it is important to know. So for them their mission is to organize. So they want to first thing is they want to organize. What do they want to organize? They want to organize information. Every set of information that you are aware of, every set of information that you have on your website. Now there’s like so many different pieces of information. So they want to organize it. If they get uh information that is already properly organized in the language that they want, there’s a high chance that they would prefer prefer your website. Now, in addition to that, if you make it universally accessible and useful, what that means is making sure that the data is easy to access. So, your website should be very simple. It should be easy. whatever information it is that you’re trying to share is something that the user is easily able to access it and is actually being helpful. It should not just be something that let’s say if you’re asking a specific question like maybe how many blocks are there in a rubric cube and there’s a website which says uh the number of blocks in a rubric cube dash. You are like okay maybe this website has the information. You click on it. You go to the website and it says if you want this information pay us 100 rupees. Is that actually accessible? No. Is that useful? You wouldn’t know. But definitely it’s not useful for the user. But if the website instead said like okay the number of blocks in a rubric is uh whatever that number is right. I think that’s about uh uh okay I’m not going to get into that but I think that’s about 27. So if that’s the answer then if it says that then isn’t it well organized? Isn’t it universally accessible and at the same time useful? Yes. And that’s basically what Google is trying to say with the statement. So let’s try and understand some of the fundamental questions to uh know what is the right approach for SEO. So the first question that you should be asking is do you serve highquality content to the users? Is your content fast and easy to access on all devices? Is my website showing up on Google? Right? So is my local business showing up on Google? Is my website secure? Now what are these questions? Some of these questions may seem like okay of course this is how it should be but the deeper we go into that the deeper we will understand that there is so much more into it. What does highquality content even mean right like okay at at surface it feels like okay it should be a content which is of good quality but what does it actually mean? Uh does it mean that it should have some amazing design? Does it mean that it should have uh good content? Uh so in the sense like maybe a lot of long content which has like thousands and thousands of words does it mean just like one sentence which gives the answer what does high quality actually mean? So that is something that you have to decide based on the question that your user is asking. If the question is um let’s say how do you create a regime? Now, if that is your keyword, if that is a keyword of the user and you want to create like a good tutorial of how to create a regime, that will probably be a highquality content because you’re essentially telling the steps that a user should take to create a regime. Now uh similarly if uh the keyword is how to create a regime and uh you’re like uh this is a regime you just copy it or you just make it based on what you feel is right. What does that even mean? Or maybe you all of a sudden write like a 5,000 words long essay around how to create a resume. Is that actually helpful? I I’m not going to read like paragraphs and paragraphs of content, right? So, uh do I serve high quality content? That’s basically what it means, right? Making sure that the content is relevant and it is simple and easy for users and it actually helps them solve their question or answer. Is my content fast and easy to access on all devices? What does this mean? It means making sure if your content is available on a website that it is easily accessible on a phone. It is easily accessible on a desktop and people can go through it very quickly and very fast. That’s that’s basically what it means. So your website should be technically strong. It should be in a server which is fast enough. And whenever someone is like loading the website, it should load very quickly. If it takes like 1 minute, 2 minutes, no one is going to wait for that. They’re going to click back to go to a different website from Google. Right now, is your website showing up on Google? Dan then was asking this, how does Google know? Yes, of course, there’s a crawler, but how will they actually get to it? So, are you properly indexing it? Are you properly making sure that your website is visible or not? Is uh your website’s site map submitted to Google or not? All of those things will make a difference if your website is actually showing up on Google or not. Maybe they your website was banned for some reason then of course it will not show up either right so making sure that your website shows up on Google is also an important factor even if you serve highquality content which is fast and easy if it is not showing up on Google then what’s SEO and if it’s a local business of course making sure that you have a business pro uh like profile Google business profile is important and that it is showing up on Google as well Google maps etc And finally ensuring that it is secure that it is using HTTPS that it is also like going through uh different parts of data. Uh right so that’s that’s essentially what it means. Let’s try and understand a little bit more around it. Right? Like now what do you need to optimize and how will you do it? Let’s try and understand a little bit around that. So I I mentioned if you guys notice certain things around the topic, right? But uh some of them must be like what does it actually even mean? So there’s if you if you guys noticed there was something that uh was highlighted in the very first slide about SEO. It talked about uh the quantity of traffic and the quality. So now let’s try and understand what it actually means. So first thing is all about your business. Now what does it actually mean? Let’s try and understand it from a different perspective. Uh now imagine a school and everyone of us have been a teenager at one or the other point. Right? Now in a school settings what happened is uh there are two different aspect which uh makes you popular. What are they? The first is what you are saying to others. So what are you talking about? What are you saying? Are you saying the cool and hip things that people care about? Awesome. That’s good. That’s the first step. But that alone will not help, right? Everyone can do that. So how do you actually become popular? You become popular by not just you yourself saying things but by others in the school talking about you saying that oh that’s the person that person is so good that person is so good in doing this maybe that person is so good in sports just as an example right now when someone does this what ends up happening everyone will start thinking that the person is actually important or you are important. Now, Google search kind of works in a similar way and uh essentially there are two parts to it. So, the first is what am I saying to Google? So what this means is what you as a website is communicating to Google search and the second is what do other websites say to Google search about you right so that is the two segments and that is what on page and off page is all about plain and simple on page. It’s on your page. Off page, it is off your page. It’s not something that you can directly control. You can influence it, yes, but you cannot directly control it. So, what am I saying to Google is on page? Basically, what your website is telling or communicating to Google is on page and what every other website is telling about your website is off page. There are simple words uh that will help you understand both of these things. Yeah. Uh so off-page versus on page, right? So think of on page as relevance. So what does it mean? So on page is like controlling since you are in control of on page what you can do is you can make sure that the content in onpage is as relevant as possible. right uh to your target audience and when it comes to off- page it’s all about authority and uh as Deepi you rightly mentioned authority is very tough since you have no control over it but you can still try to influence it a little bit so how can that work in a basic essence on page factors decide the ranking of your website that these include technical issues like your website’s code as well. We are not going to learn coding here by the way, but I’m going to talk about some of the things that you should be aware of in terms of your website and the textual issues like the structure of your site, the text and the use of the words and how it relays the relevance to the particular uh user. When it comes to off- page, these factors include links from other websites, social media signals, other marketing activities outside of your control. So, it’s all about building authority. All right? And that’s that’s basically uh the difference between the two. Let me explain. Right? So, basically in on page there are two parts to onpage. one is the content side and the second is the technical side. So when it comes to the technical side, you typically focus on if the search engine can access your website, which is what search engine accessibility is. And second is if the user is able to access your website and properly get a good experience of it. So maybe the website is loading quickly. uh the website does not have a lot of uh errors. it is uh security compliant which using uh by using SSL some of those things right these are technical SEO so that’s what search engine accessibility and user accessibility is all about and this is a separate subset of onpage SEO now uh that’s just technical aspect but what is make being made accessible what is the main thing that is being made accessible the thing that is being made accessible is the content which is the content SEO part. It’s the keywords and the content. So, uh what you’re basically doing is you’re trying to find keywords that are relevant to your business and making sure that those relevant keywords are uh also pro uh like being met with highly relevant content. So, that’s what content SEO is all about combined together. It’s about creating content that is highly relevant of good quality that high quality content thing that I talked about in some some of the earlier slides. And uh to do that you need keywords. So everything in SEO by the way revolves around keywords. If you don’t know your keywords in SEO you’re probably what are you even doing? So yeah that that’s basically what it is. So subset content technical in terms of content you’re looking at keyword and content content itself that is in terms of technical you’re looking at accessibility for user and the crawlers or the robots primary focus I want is going to be towards keywords. So uh when it comes to keywords, what we need to keep in mind is as I said it it is uh the core aspect of how you uh look at uh structuring your website, creating content for it, uh making sure that it is relevant, making sure it is accessible and all it all starts from keyword. So keyword is one of the most important things. So let’s talk about keywords. the building blocks of an effective SEO strategy. Okay. Yeah. So, what are keywords? When you search for something, the phrase that you’re using is a keyword, plain and simple. So, just today when I went on Google and I did this shoes online, this shoes online is a keyword. If I search for um let’s say SEO online, this is a keyword. SEO online is a keyword, right? So similarly, there are bunch of different keywords. We search for so many things online every single day. Uh who was Napoleon? Napoleon. I I I guess I’m getting Oh, I got the spelling right. Nice. So, yeah, that’s a keyword. Who is Who was Napoleon is a keyword, right? Now, what is this keyword? It’s anformational keyword. Um, nice places to visit around Bangalore. I’m currently in Bangalore. This is a keyword, right? And this is what drives or uh creates or helps you create your SEO strategy. And why is that? So as you all know SEO is a search engine. When people search for things uh they look at different websites and when they look at these websites they would click on that website and that is what you want people to do. They you want people to visit your website. But if you are a travel website, would you want people to visit from keywords like this or keywords like shoes online? Which is not even relevant, right? Like maybe you need shoes for traveling, but does that mean that’s relevant for you? That’s not at all relevant. If you’re a travel agency or someone who provides like maybe if you’re clear trip or make my trip or something like that in that case you would want to make sure that people who uh are searching for similar keywords that are relevant to your website are the one visiting it and uh to ensure that the first way or the uh the best way that you start is with a keyword. So the keyword should be more relevant. Now uh that keyword should be primarily relevant to your business. But basically that is what a keyword is. That thing that people search for is the keyword. So let’s try and understand a little bit more about keyword. What exactly does a keyword mean for someone who does SEO? So now of course this is when people search for a term or a phrase they should find your page. a keyword as you guys just saw shoe tra shoes shoes online or shoes is like what it’s like just couple of phrases and a keyword could also be very high places to travel to around Bangalore or something like that and very similar to the example here right a keyword can be a single word like travel or a phrase like best travel destinations in Goa right now the number of words that are used make your keyword context the context behind that keyword uh less or more relevant. Why is that? So in this same example that you can see on the slide here as you can see a single keyword like travel. So when you’re searching for travel and you’re anywhere in India what can that mean? It can mean anything. It can mean you want to travel to a specific destination in India or maybe you want to travel outside India. It could mean that you just want uh to buy some tickets or maybe you want to buy uh uh some flight tickets, bus tickets, train tickets, maybe you want to book a taxi, car, it could be anything, right? Or maybe you want to book a hotel. You maybe want to just research around it. just find out what are the good destinations or places to go. So because of that the number of people since there there could be so many multiple thousands and thousands of meaning towards it the people who are searching for that single word will also be very high in number. A keyword like this is called as a head keyword. It has a huge volume of people searching for it. Although it is very less specific, it is very broad in nature. It could cover multiple things but at the same time the number of people searching for it is also very high. And then there are keywords like best travel destinations in Goa. Very specific. This is like okay I know what I want and this is exactly what I want. Now what happens? Not everyone wants to go to Goa. So from the people who type travel if you consider the number of people who want to go to go is less than that right. Um and with that the volume or the number of people who search for it compared to travel is also going to be very less. And the second thing is it also mentions best travel destinations. There’s a clear context. It isformational. They want specific information. They want to know what are good places to go in Goa. And at the same time it is very long in size. Not everyone types so many words as well. Some some people are just like they just want best Goa. Maybe they’ll find something. What is best go? What does it even mean? But you get it right. like uh because of how long it is the number of people searching for it is also going to be low and that is how uh people in SEO bifurcate keywords into different segments. This is primarily the head segment, mid segment and the long segment. Uh it’s also called as head, midtail and long tail keyword, right? that that’s basically what it is. Okay, so let’s try and get a little deeper into these three things, right? What is head, mid, and long tail? So, a head keyword uh is the primary topic of the website, think of it as that. So, when you think of Amazon, what’s the primary topic of Amazon? Shopping, e-commerce, shopping online. That’s basically it, right? that that’s that’s the main topic and that’s the head keyword for Amazon. So when you probably enter the keyword shopping, there’s a high chance Amazon might show up. I don’t know. I have to check. Let’s check shopping. What shows up? Okay, so it shows up a bunch of places. Ah, okay. But yeah, see Myntra has shown up. Okay, online shopping Amazon shows up over here. But yeah, that’s the head term, right? Buy maybe buys buys too out there. But essentially, it’s the main topic of it. Amazon, I would say online shopping is perfect. Double ea vib completely agree. Vikas completely agree. But yeah, that’s that’s what it is, right? Like a shopping website online. So uh when it comes to most of the websites and blog uh the head term is your primary topic of that website. Uh Siraj completely agree. So u let’s say if it’s a mom blog it’s going to be about children and family. If it’s a food blog it’s going to be foods, restaurants, recipes, eating. If it’s a Moz blog for anyone who doesn’t know what MOS is, uh it’s it’s an SEO website like it has an good SEO tool and all and uh for them it’s going to be all about SEO and in fact they do rank for SEO related content, right? So that that’s what a head keyword is. It’s the primary topic which is very broad when you when you consider shopping that’s like such a broad thing. Shopping can be any single thing but uh Amazon comes to your mind because it actually has almost every single thing. Now we know travel is like a head keyword right or as a saying short tail keyword. Yes. But when it comes to midtail uh it’s more of an expansion of uh uh the head keyword. So travel packages, travel packages online, those are mid keywords, right? So uh typically they have about two three words. Uh again depending on the context. Uh sometimes by the way head terms can also have one to two words also but m typically has like two or three words in them and it is broad but not too broad while not being too specific. So for example when you look at travel packages it is broad it is definitely not something which is like very specific right so uh women kind of I would say given the search volume I wouldn’t call it mid uh because online shopping does have a lot of search volume but yeah maybe you can consider it as mid maybe depending upon different context right but it’s all about what uh uh the main thing that you should consider is it’s all about how it is relevant to your particular thing. So um now when it comes to travel packages the overall search volume for it will not be as high as travel and uh at the same time uh it would be not as low as something like let’s say uh best travel destinations in Goa. it is going to be somewhere in middle and uh even if your blog post about it uh you have to kind of optimize or make sure that you are ranking for it right so uh let’s say if you uh there could be different different variants of it so for example let’s say Goa travel packages Kashmir travel packages etc so all of these are midtail keywords and uh these can form your main category so if let’s say uh So your website is about travel. Your main topic of the website is travel. Uh your midtail would be the primary categories of your travel. So u let’s consider the same example of Amazon as well. Right? If Amazon’s head term is online shopping. So what would be a main category one of the main categories for Amazon? What is the one thing that we go to Amazon for purchasing? Online clothes shopping, online electronic shopping, online phone shopping, online smartphone shopping, buy phone online, buy smartphone online, buy electronics online. What are these? These are midtail keywords. Yeah. So that’s what midtail is all about. It’s like something that is a derivative of your head keyword. So okay. Anyway, so this is what midtail is, right? Then longtail as all of you know it’s like best travel destinations for Kra how to book a travel package more number of words even lesser search volume but the best part is longtail keywords are usually easier to rank for and that is why longtail keywords are very important when it comes to longtail keywords if your website is new you can essentially find uh these keywords s that still have some search volume so that you can quickly get started with it and still be able to maintain um and get some form of traffic. Now why should you do this? Why should get just a little bit of traffic? The reason is even if you get that little bit of traffic that is just a start. As I mentioned earlier SEO is a long-term process. So you can always start small and then build on top of it. Like once you are able to get traffic for the smaller uh search volume keywords with lower competition then you aim for a bit higher then higher then higher higher before you’re able to go for some of the bigger ones that there are big competition for as well. So uh that’s basically why it is very important to understand these different segments. So yeah uh so far that’s that’s what it is head mid long tail research consideration purchase uh your head is mostly used for research or information gathering midtail is primarily for consideration of different things and when people know that they want to make a specific purchase or when they want to make a specific transaction most of the time you would see longtail keywords. So uh as you can see at the end I’ve also mentioned over here the loyalty and the brand part right uh and this is also considered as a head term. So what it means is Amazon is a head term which is tied to its loyalty. When you want to search for or when you want to go to Amazon’s page you would just type Amazon the name of the brand. When you want to go to Flipkart, you would just type Flipkart. When you want to go to big billion day sale, you would type big billion sale as Leela mentioned. And that’s a part of loyalty. That’s also uh it’s not directly related to head term, but that’s a part of the loyalty segment. And uh when it comes to the customer journey, sometimes even those loyalty will help you get conversions because customers are specifically looking for you. when I want to go to Myntra’s website, I will be typing Myntra and if let’s say Tat Click comes up, I will not go to Tata Click. I will still go to Myntra because that’s the website that I want to go to. So uh sometimes and this happens mostly for uh let’s say established brands that uh while head keywords are typically your uh let’s say non-branded keywords like shoes online travel etc. uh brand keywords could also be head for those specific brands. So yeah that’s what uh the keyword or the different type of keywords look like. Keyword is something that users search for. You just try to analyze that search data. So that’s where we come to the next part. How to choose the right keyword? I’ve been talking about keyword so much, but how do you even select it? Is travel the right keyword? It’s kids try the right keyword as Arvin says. Uh but like how do you even choose it? This is this is a very big challenge, right? And uh this is what keyword research is all about. Let’s get into how do you even select those? How do you even select if it is going to be kids toys or how do you select the keyword that you want to focus on? Now there are three parameters for this. There’s volume, there’s relevance and there’s competition. Now volume makes sense. Number of people searching for it. Relevance of course it should be relevant. H but what about competition? How do you judge that? And that’s quite tricky frankly speaking. So let’s uh sort of understand a little bit around this on how you should even go about selecting keywords. U there are now one thing is there are tools out there of course uh Airu completely agree Google ads is a pretty good tool. uh but it also sort of start uh creates some confusion on how to get started because I’ve because Google ads wants to make money right so of course they want people to uh enter their billing information etc when you start their account but uh that doesn’t mean like you’re going to get charged for it anyways without getting into it as he said there are tools for it uh there are tools by Google like Google keyword planner that you can use uh which is a part of Google ads Yes, it’s a free tool. It’s pretty good. It’s pretty powerful. Uh and because it’s Google’s own tool, the search volume is also more relevant and uh much more accurate. Um now, when it comes to relevance, it’s all about making sure that the keyword is actually relevant for your business. Like I said, if you’re a travel agent, shoes are probably not that relevant for your business. But uh travel is definitely relevant for your business. And the third thing is competition, right? So uh how tough is your competition? Who are your competition and uh how difficult it is going to be for you to beat them? That’s what it’s about. And how do you get this information? Right. It’s it’s it’s a bit tough but we thankfully do have some tools for it right so let’s let’s look into that so what we are going to do right now is I’m going to explain a little bit about how you should be going about keyword selection um and even getting started with keywords in general and then I’m going to show like a quick small demo uh about how you can basically go around with using different tools to get the keywords that you want. So volume is nothing but the number of people searching for a keyword. Relevance is relevant to your business if it is relevant to your business or not. Competition is how difficult it is going to be for you to rank your website for that keyword. Volume is number of people searching for that. So typically uh the volume number that you’ll see is in a uh in a single month how many users are on average searching for a keyword. So let’s say travel for example probably there’s going to be lacks of people who are searching for it every month. Uh so uh that that’s the volume right. So how do you even get through with the business uh keyword selection? So when it comes to keyword selection, you need to make sure that it is the right mix. You need to mix the user intent and the business intent. So you may be um um the let’s say if you’re a travel agent, you may be having Ladak packages, the user might be searching places to visit in Ladak. But uh if you notice there’s a very distinct difference between that while the business intent is Ladak packages the user intent is places to visit the Ladak. The right mix over here is how to plan a budget trip to Lada or let’s say budget packages for Ladak or places uh budget places to visit in Ladak. Right? So it’s all about making sure if you want to select good keywords those keywords needs to be a mix of the user intent and the business intent. But in some cases you can also go with just the user intent as well to get some initial traction. Right? So that’s basically uh how you go about selecting the keywords. So uh as I was saying that is how you look at keyword selection. So once you understand a little bit around that uh what you should be doing is you’d be you should be looking at the user intent and the business intent and then coming up with the right mix around it. So it should be something that users are searching for. It shouldn’t be something that users are not searching for. Right? So based on that uh let’s look at this. So the first step is to come up with different ideas. So you should be asking questions like what services do you offer? Uh so basically put yourself into the customer shoes, right? So let’s say if you are offering uh uh air transport or if you are offering uh a specific air buses discount tickets or something like that, the user may not be searching for those. The user would be searching for something like cheap flights, discount flights, get discounts or flights or something like that, right? They will not be searching for a Airbus. They will not be searching for your air model or let’s say a specific thing. So that’s the first thing that you should be doing. You should be putting yourself into the customer’s shoes so that you know and be very clear that okay, this is probably what they want. Now once you do that you get something uh of at least a starter keyword right so like for example in this example cheap flights is your starter keywords if that is what you’re selling um if let’s say you’re selling tables so tables online cheap tables affordable tables computer tables those are your starter keywords now once you have these starter keywords. You can use different keyword tools that are available to find the search volume of it and then based on the list of keywords that you get from it, you can then start to categorize those. What am I talking about? What are the keywords that I’m going to get? And that’s the beauty of these tools. So, you need what are these tools? So there are multiple different tools like uh the one that someone was mentioning earlier about Google ads. Uh then there are also like other tools like ahs, semrush etc. I have the links uh available for it. I will be sharing those links with you guys. Don’t worry. But what you can do is by using these tools uh once you input your starter keyword you will get access to all the other keywords that are probably relevant or similar to your starter keywords that users are also searching for. And by getting all of those keywords, you can then try to identify or select the keywords that is going to be the most relevant uh that also has good volume and is probably low in competition as well so that you can actually rank for it. Right? So that’s basically how it works and that’s what we are going to do next. Uh so I know next slide says like log into Google ads and all and access keyword tool. I’m not going to do that uh directly right now because I also understand that uh uh sometimes just onboarding or getting into Google ads can be a bit difficult. Instead uh I’m going to try to use uh one of the free tools available. So there are a bunch of different keyword tools right like keyword tool.io, io Uber suggest. So I’m going to go with Uber suggest for now. This is what I’m going to ask from you guys. Okay. Um yeah, let’s go with masala powder. I somehow I’m intrigued by it. So let’s go with masala. That’s it. And I’m going to select India here. By the way, location is also an important aspect. Based on the location, the search volume will definitely be different. So I’m just putting a keyword. So let’s say I am doing SEO for MDH Masali. Everyone knows the MDH dada g. Uh so I’m doing uh uh SEO for them and I want to find good keywords that I should select from. So I’m like I just put the head keyword or the main product or the main topic masala over here uh with uh the location because I want to advertise in India and I’ll click search. One thing is Uber suggest only has one free search if you’re not logged in. Currently I’m not logged in so I have only one free search sadly and it’s also a bit limited but it is still pretty decent uh as it provides you some semblance of uh details. So let’s look into that. So as you can see using Uber suggest free version. Now the minute I search for it. Okay. Yeah. uh what you get is the first thing that you get is search volume. So people searching for masala there is about 60,500 people in India who search for the keyword masala and then there is something called as SEO difficulty. So this is your competition. What it means is from zero to 100 uh it uh it’s like almost 50 at a difficulty. So let’s say if 100 is like if if you are Google or if you are Amazon or something like that you can easily rank your keyword. But at 50 you need to have at least some traffic from SEO already. you should already have maybe uh thousands of traffic uh at least 50,000 one lakh traffic per month from SEO to be able to get through this keyword at a difficulty of 50. If the SEO difficulty is lower maybe around 10 20 in that case even if your website is new you can still somehow manage that. So typically when your website is new you should be looking for that. If your website is already getting traffic and good traction and is already ranking for some keywords, then probably you can go for higher difficulty keywords as well. Now everything over here is subjective. Even this SEO difficulty thing that you’re seeing is something that Uber suggests, this tool is measuring. It is not an actual difficulty number. Google officially does not have an difficulty number of how difficult it’s going to be. Every other tool out there will try to tell you that there is a difficulty and every other tool will say a different difficulty number. Then why use it? Because this at least gives you some under how difficult it is going to be. So this is just to be able to quickly understand if you should even go for the particular keyword or not and if you have the capability of going for that keyword or not. Uh paid difficulty. If you notice there are two different difficulties, right? So SEO difficulty is 50. Yes. But paid difficulty is two. So paid difficulty is for Google search. So sorry Google search ads. So if you are running Google ads in that case the difficulty for this is low and probably you may end up paying something like this SEM absolutely but we are not doing SEM. What we are doing is SEO. So why am I seeing the paid and SEO difficulty here? Why is it confusing me? The reason is because uh when you search for something online, you get both the results, the paid results as well as the organic results. While they are separate inventory, when I say inventory, in the sense the paid result works differently and the organic results work differently, they still show up in the same page and that’s the reason you get the information for both of these things here. Right? So now, okay, for this one keyword, I got to understand what the details are. But where are my other keywords? I’ll just scroll down a little bit and as you can see there’s something called as keyword ideas. So okay so looks like it has created some ideas. Uh the first one is masala dosa. Of course this is not what I’m looking for. There is masala chenna. There is masala oats. Masala puri. Masala Everest. Okay this is a little re relevant. Masala bhi. Masala box is a little relevant, right? But uh then I would if I click on this, I don’t think it’ll work. I’m I’m a little afraid of clicking on this because there might be some pop-up that shows up. So that’s why I’m not doing that right now. But you get the idea, right? This is the list of keywords that you would get something similar to this. So this is like a very simple free version or free way of you can Oh, you have done. Okay. I’m trusting you, Vibon. And it worked. Thank you. Okay. So, uh looks like it has some uh nice uh suggestions. And it’s like uh this is relevant. Yes. Uh masala box, not chat, not this. And as you can see, what am I doing here? What what is this relevant? Not relevant. What am I doing? If you noticed, it’s a combination of this. You’re looking at the volume. It is currently sorted by volume in fact, right? But at the same time, you’re also looking at relevance. If I’m selling masalas like MDH, Masala Everest is kind of relevant for me. Masala box is relevant for me. Uh but not these specifically. Now, this might be relevant for me. uh maybe if I if I’m selling like specific masala for that but yeah not very relevant right so what I’ll do is next I will try to search for the specific masalas right so I would be looking at specific different things like maybe pauh bhaji masala or let’s say uh paneer butter paneer masala Uh yeah, Ghirros masala any of those. Right. So that’s that’s basically what I would do and try to see if I’m getting more relevant keywords. Subzi masala. And what would happen with that is as I get these now there’s a question what is PD? What is SD? So I would basically look at these I would look at SD which is the SEO difficulty. So that’s what this says as well. And uh I would then based on the SEO difficulty decide u like the volume the SEO difficulty and the relevance I would decide if I want to pick this keyword or not. And that’s basically how keyword selection works. Right? So you’re not just selecting keywords based on something being relevant because that is not datadriven. So what if let’s say the keyword that you select has is is something that no one is searching for. So because of that you should be selecting keywords based on the volume the search volume based on the SEO difficulty and based on the relevance to the business and that’s what this says how to choose the right keyword volume relevance and keyword uh sorry competition first and foremost Google is the monopoly of search engines L literally even today when Bing is partnering with OpenAI and all of those things that it is doing u Bing uh probably has some decent market share in desktop but Google is still the majority player today most of the websites get uh over 80% of their traffic from mobile phones and Google has almost 98% of mobile phone uh uh traffic right market share and that’s huge. uh apart from that on desktop yes the market share of Google is a bit lower probably around 85% but that’s primarily because people end up using edge by default which has Bing as a default search engine right so that’s the reason why majority of what I’m going to talk about in terms of SEO is going to be related to Google search now does that mean uh other search engines does not get involved here. Not really. Uh there are other search engines as well. But fundamentally all of them work very similar to how Google search works. So anything that you’re going to learn about Google search and SEO, you can apply it to other search engines as well. Right? So now the first question is how does a search engine actually work? Because if we want to optimize our results for search engine, we need to understand how it works. So there are three things that a search engine does as you can see on the screen. The step one is crawling. So a search engine has a little robot right in the sense it’s virtual and all we cannot see it etc. But there’s like so many thousands of servers which host it and send uh that robot to your website. This bot can be called as a Google bot, a spider, a robot, a crawler, it could be any of those. that uh every search engine like Google would send their crawlers to your website and uh by doing so they are able to capture information about your website. So every time so just like we take screenshots on our phone right just like that every time a crawler visits your website and then takes a screenshot of your website and once it does that it stores or it collects like a folder or file of it and that is called as a database. So it basically creates like a huge data set about your website as it captures those snapshots and once it does that that database is called as indexing right so that’s the step two so first it goes to your website it looks at it and then it captures the data of your website that it saw and that is indexing so crawling indexing and the third step of how a search engine works is algorithm So yes, so they collect the data uh they capture the data. But how do they use the data? They use the data when a user is searching for something. So for example, when I go on Google and when I type a specific keyword, there’s an algorithm which checks the keyword that I’m typing in and then matches it with the database of index that is already collected and based on that it identifies what are the different web pages to show. Now this algorithm also does a second step. One is obviously it matches with the relevant pages but the second is it also identifies the sequencing of when to show which page. So let’s say for example when I type shoes online it would actually have this sequencing. As you can see the sequencing that it decided is Myntra should be first then Centro should be second then Flipkart should be third then Liberty should be fourth. So that’s uh how does it happen? It happens because of an algorithm and this algorithm based on the search query or based on the keyword. This is a keyword by the way. So based on these it matches the indexed database that Google already has which is like billions and billions of web pages and based on that it would show up these search results. That’s basically how it works, right? And if I come a little down, uh, okay, looks like I’m not able to see it over here, but uh, Google used to have this small snippet which shows like how long it took to actually show the search results, which is really, uh, just a few milliseconds, right? That’s possible because of how optimized the algorithm is. So anyways, that’s how it works. And uh u just FYI this is called as the ranking right? So Myntra has the first rank, Centro has the second rank, Flipkart has the third rank, Liberty has the fourth rank. So for this keyword u if someone asks what is the rank of Myntra sorry what is the rank of Flipkart you can say the rank is third right? Uh if I ask you what is the rank of Myntra what would you say? Yep it is one. Now the thing is a lot of people sometimes get confused about this and this is very common. So uh Google wants to uh make it a bit confusing. Yes, Adidas is an organization, data click is an organization, Ray Rabbit is one, Cult Sport is one, right? But uh if you notice this is sponsored. So what happens is and this is very important for everyone to uh understand as well. So there are two different inventories in Google search. So the first inventory that you always see is going to be Google ads inventory. So this all the results that you see over here are from Google ads inventory and organic results which is what we optimize for as a part of SEO is below the Google ads inventory. Right? So keep that in mind that both of these are separate and both of these work differently. Google ads works differently. The way that you rank for Google ads works differently. The way that you rank for organic search is also different. And that is what we are going to talk about. Right? So uh this is something that you should always keep in mind. uh uh as we are going to look at some of the keyword tools uh we would also notice that uh the way that the rankings work are different. Yeah, these are shopping ads. Correct. AU. Okay. So that’s what the algorithm is right now. uh when it comes to the way that the algorithm works or the way that you can uh rank your product, the way that it works is like broadly there are two different segments and uh someone already mentioned this but u the two segments are what you can communicate to Google from your side and the second segment is what others are telling about you. This is very similar to politics for example, right? So in politics um when you are let’s say fighting for an election or something like that, what do you do? You would have you would promote yourself. You would try to talk good things about you. Uh you would try to say what are the changes you’re going to bring. you’re going to probably write a manifest and publish that so that people understand like okay these are the agenda or these are the things that you would do if you win but what happens is uh people will not trust you directly right people will be like why should I believe anything that this person says and uh why should I even like go to this person or vote for this person etc and uh the way that that person increases that is by gaining authority. How does the person gain authority? By having others talk about him. So typically a politician like for example even when you hear about our current prime minister Narendra Singh Modi right he does not speak to you directly. There are other people who talk about him because of which you believe in the things that he says much more and that’s the reason he gains authority. Same goes for any political leader and same goes for SEO as well. So on page is you talking about good things, good quality stuff and uh sharing good content making sure that the things are relevant. Off page is about what others tell about you and how they talk about you and if they are talking in a positive manner how they are actually saying that okay if you are someone good or not etc etc and all of those things helps bring up your authority and that is off page uh so that’s basically off page right so on page is all about making sure that whatever you’re doing is around relevance Making sure that if you want to target a specific keyword, you’re more relevant towards it by providing highquality content by providing relevant content and ensuring that it is helpful. And authority is more about what other websites are telling about your website uh by the means of the type of backlinks that they provide. We are going to go deeper into what backlinks are, don’t worry. and the type of context that those links have. And that’s basically what’s the difference between onpage versus off- page. And that’s what relevance is and that’s what authority is in terms of SEO. The main important thing. So that’s what we did uh last time, right? So what is the main important thing? The main important thing is the keyword. Why is keyword the most important thing? Because that is basically what people are searching for today. A single person in a single month can search for hundreds if not thousands of different things. Just go to your own history and you will see how many different things you have searched for. Every single search is like a keyword, right? And that is the reason now every time you use a different keyword you will find different results. So for you as an SEO expert the main goal is identifying the right relevant keyword and making sure that you’re showing relevant pages on that so that you can get good uh uh potential customers for your business. Right now for example over here when I type shoes online you can see I got Myntra. Now if I look at shoes online u this has it says there’s about 5,400 searches in India for this. So that means in a single month almost 5,000 people search for it. Now, out of these 5,000, let’s say even if maybe 5% of them end up buying if they visit the first page, that’s still like 200 plus uh uh sales, right? So, that’s the main thing. And all of these sales are for free. So, because you’re not paying for these, you’re paying if you show up your ads or something like that, you would be paying for that. But for SEO, you’re not paying for anything. And that’s the reason uh the first thing or the first most important core of your SEO starts from keyword because uh identifying the right keyword and making sure that you’re able to rank for them is the most important aspect of your entire SEO strategy. Uh the relevance comes from your keywords. The relevance comes from uh the type of keywords, how you’re optimizing for it, what the what are the different pages you’re optimizing for it, how you’re working towards it, etc. All of it starts from the keywords, right? So, and that’s where we ended up with keyword research. So in keyword research uh the practice of identifying keywords that strike a balance between business relevance and user intent while ensuring it has enough search volume and competing ability. So we say sir similar platforms will use similar keywords then how to uh rank them. Yeah. So obviously like uh for example over here right myra flipkart central all three want to rank for it even flipkart doesn’t want to be at third position it wants to be at the first centra also wants to be at the first position but then why is myntra over here how do you rank over here the answer is by making sure that okay I would say all three of these actually have uh good content, good relevant content. So the minute I type shoes online in all of these three websites, I can buy shoes online and the content also says the same thing. So why isn’t Flipkart on the top? Why isn’t Centro on the top? The reason is because the algorithm of Google thinks that most people want to buy shoes from Myntra and that’s the reason it shows over there. And how does Google know that? It knows that because of authority, right? So it’s going to be a combination of multiple things. Now if you notice there are other aspects as well. uh Centro for example uh over here in Myntra you can see the shop rating is uh like 4.7 and then it says a pricing and then it also has some uh additional links right so these are uh your uh you can basically call them as site links and over here flipkart also has a shop rating it also has some additional site links and uh but if you notice central doesn’t have them then there is a good chance that if Centro also has these with their website u they might get some preference in ranking will that be enough to outrank Myntra no one knows that not even Google knows that because the that is how the algorithm works it is completely neutral right but uh it is worth trying and uh just like this there are a lot of other smaller factors there are Like when I when I think about uh ranking factors of SEO, there’s like hundreds of different ranking factors. Can all of them or implementing all of them help you rank? Not necessarily. But will implementing all of them uh improve your chances of ranking? Definitely. And that’s basically how it works. The these are one of the ranking factors. Yes. But that doesn’t mean like it is going to rank because of that. So for example if you notice over here Myntra says again this is an assumption Myntra says buy shoes for men women kids online India right but over here uh central also says shop latest footwear trend no there’s no no difference between the type of footwear but over here this one is just for men like men’s footwear that’s it so maybe because uh there isn’t a specific uh I would say a specific page that is just for footwear which was able to rank for this keyword. That’s the reason uh it is not ranking that well. Um it also has the link as men’s footwear. Uh while it does have shoes over here so maybe if there is like a shoe related page that was showing up over here that could have had a better chance. Yeah. Exactly. So uh that could be potentially the reason. Yeah, title is important, URL is important, description is important, the page is content is important, the rich snippets, all of these are rich snippets. These are important. Brand doesn’t matter Minakshi over here or authority matters. Authority matters more and your relevance matters more. As I said, it all starts with keyword research. So, shoes online, how do I know which keyword to work with? How does uh Myntra know that okay, this is the keyword that it should work or optimize towards. How does Flipkart know that okay, shoes online is a keyword to focus towards? Maybe Flipkart just did not want to optimize towards shoes online. Maybe they wanted to optimize towards men’s footwear and that’s the reason this page shows up, right? So, let’s see what happens if I type men’s footwear. And of course, Flipkart shows up, right? So maybe this is the keyword that they wanted to focus on more and that’s the reason this page shows up for this particular keyword. So that’s the reason that keyword research is very important. And uh as you can see uh this men’s footwear does have about 33,000 people searching for this keyword every month. So definitely way higher, right? So that’s the reason keyword research is more important. So what did I say in this sentence? The practice of identifying keywords that strike a balance between business relevance and user intent. Right? So now business relevance in the sense they are selling shoes but if you notice the page is all about men’s footwear is that related to the business yes but uh footwear as a industry is big thing typically they are selling shoes sneakers etc but it could be anything and flipkart itself is a e-commerce business it’s just like uh uh selling footwear online so u but you as you can see they are actually ranking or optimized for this keyword. So that’s what it means like it’s all about identifying a balance between the user intent. So the user intent may be searching for men’s footwear. The business relevance is obviously making sure that they people know that okay men’s footwear is available online and the mix of these is a good keyword like these and ensuring that these keywords have enough search volume. So obviously they would want to make sure that the search volume is decent enough and the website itself has the ability to compete. What does this mean? So again I’m going to take the example of cricket. If I’m playing gali cricket do I have the ability to compete in IPL? The chances are no. It’s even if I do like what’s going to happen definitely I’m I’m not going to be able to compete over there right and the same thing applies over here like uh if I’m playing gulli cricket I should stick to that. If I’m maybe into state level or maybe even the region level I should stick to that and as I’m progressing as I’m improving I can aim higher. Yes. Uh so that’s what SEO is all about and even the keyword research is all about. You need to identify a competition that you can actually beat and once you are good at that then you start to focus on higher levels keywords. Reach yourself over there then next go higher reach yourself over there go higher reach yourself over there. And that’s how it works. So overall u yes there is 33,000 volume over here but u there’s a high chance since flipkart myntra ago etc are ranking for this keyword that means that uh the competition is going to be super tough because every single company over here that you’re seeing rank on the top is probably spending millions and millions of uh dollars or crores of rupees to make sure that they are there and it’s not as easy right so u that’s something that you should always consider so how do you do that the best way is by striking a balance of three metrics which I’m going to talk about as a part of keyword research but before that something important to know are that there are three type of keywords so uh if you notice obviously the keyword that I use is just men’s footwear over here etc. Right? But keywords can be anything especially in today’s day and age with AI people are like typing sentences in the keyword field to get the answer that they want. So uh for us it is very important to segment them into different areas and that’s what this is. So there’s the head, midtail and the long tail. Head keywords are typically one or two tokens and overall u like a good example is travel as you can see over here. Right? This is very broad. Why? Because travel can have anything. It can have uh like from booking tickets to booking hotels to uh finding places, getting information, traveling for education, traveling for vacation, traveling for any single thing, right? And uh so it’s very broad. Uh it could obviously include websites, tickets, packages around the world. And uh obviously with that uh traveling accessories absolutely so it also has a very high volume because uh the number of people searching for it will be very high. So what does that mean? So uh just consider this if I just typed shoes and if I just tried travel over here let’s see what kind of volume we see for volume we have for them. So these are single token terms. These are typically head terms. It’s still loading. Yeah. So shoes as you can see the volume is 6 lakh 73,000 right? It’s a head term but obviously shoes can mean anything. Um and similarly if I look at travel it has 1 lakh 35,000 and of course it can mean anything. So uh these are as I said head terms which typically have a very high volume and along with that high volume you will also see a lot of competition. So shoes we see Myntra we see Edidas we see flipkart we see demons but yeah there is enough competition uh travel we see Google itself there’s make my trip there’s Wikipedia there is uh WTTC apparently uh but you get it right like it’s it’s a very high competition and the comp the people competing for it are crazy so uh can you compete in the same range if you have a good website which has a good authority maybe. Yeah. Uh then we have midtail. So midtail is u it is little specific but not very specific but not broad right. So midtail is essentially a few more details. So travel instead of travel it’s like travel packages uh travel packages Goa Goa travel packages and uh obviously the search volume will be much lower the competition will be like okay around so let’s say competition is typically measured from 0 to 100 and uh typically a high competition would have uh 70 80 90 100 uh as a competition Mid is something which would have a competition of somewhere between 40 50 60 somewhere around those ranges right and the search volume will also be conservative somewhere in thousands. So yeah, like that’s uh what a midtail typically has. And we can actually check that as well, right? So if I just type in Goa travel packages, uh it will load. I’ll give it a time to load. But yeah, uh that’s basically how it works. So we can see that make my trip, yatra, thomas cook, etc. ranking. Uh there are specific pages that are ranking of this. Um it looks like India 2 packages is ranking for some reason and uh as we can see the search volume is a much more modest uh than this one right so this is one lakh 35,000 this is much lower at 49 50,000 then we have long tail these are much more specific these are like okay cheap travel packages for Goa um very specific for travel packages uh but also So they have a lot lower volume and uh because they have lower volume the competition is also a little easier. So for example this one it looks like it has zero search volume. Obviously uh it is going to be much easier. Uh okay. So this is the uh plug-in or extension that I’m using. So uh in fact every single individual will see a different ranking. So when I typed in men’s footwear I saw these results. There’s a high chance or I wouldn’t say very high but there is definitely a chance that you will see a different list or different ranking sequence. So that is very common because uh one I’m logged in. So, Google also uses my personal data to identify uh what I should be seeing and does that mean uh what does that mean for you? Uh so that basically means that uh the ranking that you personally see may be different than what someone else sees but it will still be in the similar range. So that’s basically how keyword research works and what are the different type of keywords. So there are different uh uh let’s say keyword research parameters that you should be looking at. One is that it should be relevant to the business. Second is that there should be enough search volume and third is that there should be uh a competition that you can actually beat. So deeply initially if your website that you’re trying to rank u does not have a lot of authority or if it’s a new website aim for longtail keywords. If uh it’s a website that uh uh already has some authority, it already get gets some decent traffic from organic searches, you can go for midtail. And if it’s a big brand, decent size brand locally also if it is a good brand, you can also aim for uh the head terms. So these are the three parameters that you should be typically using relevance to the business, search volume and competition. Right? Now competition is there are two types of competition. So uh there’s organic and then there’s paid. So when it comes to uh the Google ads, so by the way, you can also get keywords from Google ads keyword planner. It’s it’s completely free to do so. You just need a Google ads account for that. Uh the challenge is the competition in that is your paid search competition. What is paid search competition? So this this is the paid search competition. So uh let me see if I have some let me try um let me try let me try um hotels in Goa. Hm. Yes, I got a paid search result, right? So, this result is not an SEO result. This is a paid search result. And uh the competition for this is going to be different and separate. This is going to be PPC competition or paid search competition. In Google ads, you get the competition for this inventory. But uh the SEO competition or organic competition is typically uh the ones for these results. How do you know it is paid? You can know it by looking at the sponsored. So if it says it is sponsored, that means it is a Google ads inventory. Part of Google Ads inventory. I think we can see another. Okay, there isn’t one. But yeah, that’s basically how it works, right? So this is a separate inventory and this is a separate inventory. So now let’s act uh do the keyword research part. So what is Uber suggest? Uber suggest is a keyword research tool. There are bunch of keyword research tools. So I’m going to show Uber suggest because I like one simple feature of it of how it shows like the PPC difficulty and SEO difficulty and obviously it does not need an account for me to do one search per day. So, let me just exhaust that one search for uh for it right now. I’m going to go with men’s footwear and I want to search for India as a location. Yep. Search. Okay. Men’s footwear. What does it show? What does it show? H. Okay. So, it says that the search volume is 12,100. By the way, the uh search volume numbers you will probably see a different number in different website. That’s because uh all of them just estimate what the number could possibly be. If you want a exact number uh you will never get that. But the closest one is going to be Google Ads keyword planner because that’s closest to Google search of course. So just keep that in mind. Uh does that mean the other tools are not helpful? No, they are helpful. It’s just that the numbers will vary a little bit and that’s very common. Uh so search volume it says 12,000. Good. And SEO difficulty it says 52. Paid difficulty it says 100. Right? And cost per click is again for paid. So I’m not going to go into this because uh that’s not related to SEO. What is related to SEO is SEO difficulty. So what this means is from 0 to 100 um it is like 52% difficult or 52 difficulty and uh this means if I have decent authority if I have some decent back links etc which again I’ll be discussing in one of the later sessions if I have decent relevance u I can rank or try to rank rank for this keyword which is men’s footwear in India because the SEO difficulty is 52. So uh if I scroll down I obviously get a few more suggestions different keywords etc. I can basically find more relevant keywords etc. But the main thing is that I just wanted to show you this. So when you are trying to identify new keywords, the best way to start is by inputting by using a key uh a keyword tool like this and uh then adding the keyword and once you have added the keyword you will get a list of different keywords. So if I go to let’s say keyword ideas for example I can see these are the list of keywords that it suggested to me. So, men’s footwear, uh, there’s Nike, men’s shoes, na white shoes, leather shoes, Jordan shoes, loafers, right? And it also tells me what is the number amount of search volume for each of those. Uh, what is the paid difficulty and what is the SEO difficulty? Search difficulty. U, and this is the one that I’m going to focus on. So SEO difficulty as I said it’s nothing but uh how difficult it would be for you to rank in organic search right so uh essentially how difficult it would be for you to rank over here or show your web page or website over here right so uh 52 means it is going to be a mid-level difficulty 15 means it is not going to be as difficult but I highly doubt that given that this is Nike um sometimes again are these number accurate the answer is these are estimates these are never accurate so um uh but this will give you a good direction to go with and good keywords to select with so you’ll have to use your own judgment you’ll have to use your own uh uh general sense of it but the three things that I mentioned was one is business relevance. Uh second is going to be your search volume and third is going to be the difficulty or the competition. So now let’s say uh my business is selling men’s sneakers right and I sell sneakers of uh my own brand. I don’t sell it off any other brand. based on that um what are the keywords that I can select from here that will have lowest search difficulty and uh decent search volume as well as be relevant for my business. These are the three parameters. So let’s say my brand’s name is nothing and I’m uh uh I’m selling men’s sneakers of nothing brand. Now uh with that the website is also new but I’m trying to find good keywords to go with. So in this list of keywords that you can see on the screen uh is there any keyword? So the first question is which keyword I would select. Second is if there is any keyword at all that I can go with from this list. So let me scroll down and maybe see like if there are some better suggestions. Doesn’t look like it. Nothing related to sneakers. So, uh, there’s Zara men’s sneakers, but again, that’s a no, right? Um, nothing related to sneakers. Of course, it makes sense that there’s nothing related to sneakers. Uh, because I’ve searched for men’s footwear, right? The challenge is that again, I cannot do another search unless and until I sign up. So, I’m just going to pull some neat little trick over here. Okay. So, let me let me do another search. Let me do a search for men’s sneakers and then maybe I’ll find some better keywords. Okay. Um, India. Let’s see what kind of keyword ideas I get. Okay, I guess I clicked on ideas too quick. Okay. So now uh you would So how did it start? If you guys noticed, I used men’s footwear first. I did not get good ideas. I did not get any decent keyword ideas because uh I’m selling sneakers. I’m not selling while while it is under the footwear category my main thing is sneakers. So that does not work. So that’s the reason I tried a different search and when I did that as you can see I got a more relevant keyword. So business relevance check uh from this. The second thing is search volume. Every single keyword of uh that you see over here have thousands of search volume. Good check. Search difficulty. All the keywords that you see except for a few have a good search difficulty. And since I’m a new website, probably men’s sneakers under,000 uh which has like 14 search difficulty is a good one to go with. And this is the one that I can probably go with as well. Right? So this is basically how you decide on these three element. Okay, so we talked about these things, right? We talked about u how search engines worked, how algorithm works, uh on page versus off- page, components of SEO, uh keyword and content. Uh okay, so this is something like there are four components of on-page SEO. Keywords and content makes the content SEO. Search engine accessibility, user accessibility makes the technical SEO. So keywords, building blocks. We talked about head, mid, long tail. We talked about uh uh how you should be choosing the right keyword basically based on volume, relevance, competition, uh how keyword selection works, putting yourself in the customer’s shoes. And this is something that we did together using Uber suggest. Now what I’m going to do is I’m going to talk about how you can do it using Google Ads keyword planner. Um uh that’s something that I want to show because uh th this is one of the much more easier or scalable way to do it uh while also making sure that uh uh this does not cost you a lot of money. So uh I I’ll show that but Uber suggest definitely you can use Uber suggest as well. There are other tools like keyword tool etc. Answer the public competition analysis you can use pyu for that. Okay. But yeah, again those are something that you can but let’s start with Google Ads keyword planner, right? Okay. So, first thing it says is create your first campaign. Uh looks like there’s no skip option here. Okay. I I was I was able to skip it by clicking outside. That’s good. Um, is there an option to skip? This looks like no. Okay. Test two. Let me just click I’ll just say uh I’ll pick one of the websites that I have. Carbon Lightning. You don’t really need like a website. You can also use like your own phone number here if you want. Oh, interesting. They have they keep changing this flow. I’m going to skip everything. I’m going to skip this. Skip. Leave campaign creation. Yeah, I’m going to leave these things as is. Continue. Okay, looks like I’ll need to enter some payment details. Um but yeah like after I enter the payment details it’s not like it is going to charge me anything. Uh I can just enter that. I can just submit it and then create a payment profile. I don’t want to create one. Yeah. So you just enter the details Mahesh. You have to enter the details. Looks like they they want to make sure that people do enter the details. So you can just enter the details. But since you will have uh no active campaigns, you can just uh skip this entire thing. So like you will anyways not get charged. So that’s the main thing. Just make sure there are zero active campaigns and uh that’s it. I hope that helps uh for anyone else who’s looking to create a Google Ads account. If if the main purpose is keywords planner, uh then that’s the way that you should go for it, right? So once you create an account, it will look something like this. Um and in the left side, you will see tools. So just go to tools, then there is planning and then there’s keyword planner. Right? Um so repeating once again once you get to this interface actually let me just make it a bit easier so that I can show the actual interface that you may see. So once you get to this interface on the left hand side go to tools and within that in planning go to keywords planner right so I’m going to click keyword planner here and something like this shows up now this is what I’m going to use for my keyword research uh because again as I said this is like a free tool to use you get a bunch of different keyword ideas and the search volume is also much closer to what the actual search volume is going to be since this is Google’s own data. Now the way that you could get started is you will click on discover new keywords right and then the next thing is that it asks for an input of a keyword. Obviously there are other things like start with a website filter with a website etc. But since assuming that we don’t have a website or we are just starting a new website etc. U in that case it is always good that you start with the keyword. Now what is this? So this is going to be a starter keyword just like you saw how I worked with Uber suggest in Uber suggest when I wanted to talk about men’s sneakers and when I entered men’s footwear I got a completely different results. So the starter keyword or the first keyword is very important. the the starter keyword should be the one yeah as small as possible and at the same time it should describe your business as close as closely as it can. So it’s like a head keyword but it is also describing your business in a way when you do that you will find more relevant keywords from it. So don’t forget this the starter keyword is very important aspect. So whenever you’re starting with the keyword research, make sure that you have a good starter keyword. So uh now what am I? What is my business? So my business uh AC’s fans. Okay, let’s go with both of these. Maybe I’m an electronic showroom. So uh my business is into selling these. Maybe I’m like a store like a Chroma store or something like that. Um, and I’m into a business of selling electronic items primarily into u helping with the rising temperatures right now. I know it’s raining outside and all but um let’s go with the uh rising temperatures of with ACs, fans, coolers, etc. So, uh that that’s what I’m into. And I sell off all different brands. So, I don’t really care much, but that’s my business. So it’s uh something that uh probably I already have like a local business. I’m I’m I’m also starting into uh e-commerce now. So that’s the context humid as well. Yeah, true. So with that said, let’s get into uh some of the starter keywords. U I maybe want to go with uh air conditioners as a starter keyword first. So let’s go with that and then we’ll also like see if time permits we’ll try some others. So, air conditioners um AC’s by let’s say AC online. Um yeah, let’s uh let’s not go too specific. Five star is good. Agreed. But let’s not go too specific. Uh I’m I’m just going to use one or two, maybe three. Like I said, like these keywords, that’s it. And uh you really like in the first search you don’t need a lot of them. You just need the core thing the core keywords uh and uh absolutely Leela I agree. So that’s the reason it is very important that you go with the core. So top five brand fivear etc is very specific. I’m not going specific. I’m going a little broader. So think of these as your head terms. So it’s the starter keywords. It should be relevant to your business while it is a head term. Right? So that’s what I’m going with. Inverter ACs, inverters. Yeah. But again, just going broad. Now once I’ve entered this, I will probably get those uh different things that you guys are saying like one turn, 25K, under 40K, 1.5 with fivestar inverter aces. I’m probably going to get those keywords. Durable, budget friendly. I’m going to get those keywords. That’s the beauty of it, right? This is what it does. It generates or provides you keyword suggestions. So, let’s see. Let’s get results. Okay. Of course, the number of searches rises during the summer, right? We can clearly see that trend over here. uh right now it is uh typically I would say a good time to buy is during winters because a lot of people have a lot of stock around it. Uh but you get the point right like as you can see it rises quite a bit over here right so as an SEO guy as an SEO expert I as I said earlier SEO is a long-term game so for me to start um in this month for uh the upcoming summer is probably the best case scenario because I have enough time to prepare and do something so let’s just do that. Let’s let’s try to identify a way to actually uh help rank during the summer periods. Right? By the way, this this thing that you see, this curve that you see is called as seasonality. This is a very common concept in marketing. Um this is not just something related to SEO, PPC, etc. This is a very common concept in marketing, but this is a very good example of seasonality. Right? So um now if I scroll down a bit um I can see like these are the key starter keywords that I provided and these are the search volume for the same. Then uh these are the keywords that it suggests. So these are additional keywords that it is suggesting to me and overall it says there are 1,728 keywords that it s it found and these keywords combined have around uh even during December they have around 28 lakh search uh search volume per month. So that means 28 lakh times people are searching for it in a single month and during uh the peak period almost 4.2 2 cr or 4 crore people are searching for it in May, right? So that’s what it tells me. However, it has all types of keywords like it uh it can have keywords that are probably not at all relevant for you. Some of you were mentioning 1.5 turn, one turn. It actually has those. Uh the one good feature that I like about Google Ads keyword planner is the refine keywords function. So you can actually define these keywords very quickly using this and that’s what I’m going to do over here. U so I’m going to go with only non-brand keywords. What does this mean? So keyword which does not have a brand name in it. Now actually I’m a AC seller. This doesn’t matter to me. I want everything. Um these are fine. I don’t want a retailer. I don’t want Flipkart, Chroma, etc. I cannot use those. I probably not going to go with these brands, right? Yeah. So, that looks good. Uh these brands are okay. Maybe I’m selling some of these brands. Maybe I don’t want to go with all of them. Uh maybe I just want to go with let’s say Voltas, LG, uh maybe Samsung, Blue Star, right? Uh um higher o general Hitachi yeah so maybe these are the brands that I’m selling maybe right so brands are sorted uh products I am selling only split AC uh maybe window AC as well portable I’m removing tower I’m removing wall air conditioner I’m uh is isn’t that the normal air conditioner cassette AC. I don’t know what this is. Floor standing AC. I don’t want this. Don’t want this. Don’t want this. Right. So, quickly, as you can see, from 1,700 now, I’m left with 958. Nice. Uh, let’s go with this. Okay, all of these look good. Maybe I’m not selling four turn, three turn, two ton, right? Um, and definitely not selling five ton. Uh, maybe I just want to focus on one and two ton. Sorry. 1 and 1.5, right? So, I’m going to go with that. Um, 2022, nope. Used, I’m selling new outdoor, no solar, no shop is fine. Room air conditioner is fine. Appliances online is fine. Okay, so what am I left with? I’m left with 700 keywords. Good. So, this is what refine keywords typically does. It helps you quickly refine the keywords based on some of the categories that it has identified. And once I’m done with this, as you can see, I don’t need to go through the thousand keywords. I just have 700 left. So, uh, what do I do with this now? How do I use these? So, let us download these keywords. So, once I’ve refined them, I’m just quickly going to select download. Uh, select CSV. So this is where we are going to start using Google Sheets or basically spreadsheets. Actually let me just export in Google Sheets. Why do I need a CSV? So I just did that like download keywords. I selected Google Sheets. I just click download. That’s it. Once I did that, it automatically uh like created a spreadsheet like this for me. Okay. So once you download this is what the data looks like. Now what do you do with all of this data right? Of course uh uh as you can see there’s like search volume there’s competition but this competition is of no use. Why is that? So keep this in mind. I am highlighting it for you guys as well. Don’t use this for SEO. This is PPC related. Uh this is also PPC related, right? So these two are also not relevant. I’m actually going to mark it in the this red. This this this feels like uh uh this is like too vibrant. if that’s a good word to use. But yeah, uh this is related to PPC. Um now organic impression, organic average position, this will show up only if uh your website is already linked with that u with the account etc. And then you also get search volume by every month. So uh what search volume the keyword had in July, in August, September etc. uh for the last 12 months. So this is something that you get right. So once you get this u the since there are three parameters that I want to use one is the keywords relevance. Second is the volume and third is the competition. Since this competition is not relevant for me, I’m just going to focus on the keyword and the search volume. Okay. So, what I’m going to do is this is the raw data. This is where I’m going to work with keyword selection. Right? So the way that I’m going to do that is I’m going to select all the keywords here and paste it so that it is much more cleaner for me to work with. Now some people just prefer to delete all the other columns etc. But I’m keeping them so that it’s there for your reference. Right? Okay. I have the keywords, I have the search volume. Obviously I don’t have the competition. Uh let me add a filter. This is why uh if anyone is wondering the Excel is important especially when it comes to working with uh uh all the data and all uh in uh uh SEO uh not just SEO in digital marketing in general. Okay. So I have the keywords. I have filtered them. I’ve formatted them a bit. Um let me just do one thing right now. Uh it is sorted based on some kind of a relevance but I want to make sure that I’m focusing on uh keywords which have decent search volume as well. So I’m just going to do one thing. I’m going to sort this. Okay. I’m going to sort this. Perfect. This one does not have any search volume. Anyways, I don’t need it. Looks good. Sorted. Okay. So, these are the keywords, top keywords. Now, um yes, Deep, but I want to uh leave it as a reference. Uh okay. So, now here’s the thing. the three parameters that I mentioned. What were the three parameters? So, uh what is a good space? I’ll just write it over here. Keyword selection parameters. First is business relevance. Second is search volume. Third is competition. Now the question is how if I’m using Google ads keyword planner and if I don’t have access to some of the paid tools how do I judge competition? I’m going to show you there is a way but for that you need to make sure that you are sorted with the first two. So now the question is how do we do or proceed on this. So for business relevance while we selected head terms to find these keywords when we are actually selecting the keywords we would want to make sure that these keywords are highly relevant to our goal. So there are typically two goals from SEO perspective. The first goal again based on the business it depends but uh typically there are two goals. First goal is uh business uh identify keywords that help achieve specific goals. Let me do one thing. Let me actually put this over in a separate tab. Identify keywords that help achieve specific goals. For example, the first goal could be Example goals could be let’s say sales. So in case the business is related to selling AC’s online. So you would want to make sure that you are identifying that are related to that. So u yeah that’s what I’m going to type over here. Second is information. Why is this important? Because uh often times uh using information based keywords you can get people to your website. Does that help conversions? Not directly. But it does two things. It helps you increase the authority because if people are visiting from SEO to your website, Google thinks your website is important and thereby your authority goes up. I wouldn’t say it goes up all of a sudden. It goes up slowly step by step. Right? So that’s the reason even if you’re not into the information business like a news website etc. Providing information around uh your business related products or services will actually help improve your website’s authority and when your website’s authority increases there is a high chance that you will rank better for your sales related keywords as well. So that’s the second goal. So information related keywords. So if you are selling ACS online, find keywords related to reviews, uh let’s say or it could be AC information, uh technical details, services, service info, not services because we don’t offer services, right? Etc. to help improve SEO traffic and increase authority. Right? So, uh that’s basically the goal with the business relevance that while it should be relevant, it should be specific to a spec uh to a goal. If it is sales related, what you should do? If it is information related, what you should do? Search volume. Now uh obviously in this the best or the highest search volume is what you should go for but keep in mind about u like if something has a very high search volume and it has a very low competition there’s a high chance that there’s a reason behind it if not every single other website which already exists might have gotten it. So if you’re a new website uh you should probably be a little conservative. If you’re an existing website which already has decent traffic, you can be a little bit higher also. That’s okay. And if you’re like the Flipkart or Myntra or Amazon’s of AC, go for it. Go for any single keyword that you want because there’s a high chance that you can actually get to that. So search volume that’s basically the parameters new websites go for long tail and uh conservative search volume like now the reason I’m saying conservative is because uh based on your business you will see the numbers be very different in consumer electronics etc like ACS the search volumes will typically be very high but if your business is into something very specific maybe your business is into manufacturing the uh uh screwdrivers uh for a specific type of screw who even wants that going to search for that the chances are the number of people who are going to search for it is going to be very low. But those people who are going to search for it, the low people are actually going to place high orders. So maybe in that case even if you’re focusing on keywords with 50 search volume or even 100 search volume in a month that’s okay typically because the entire industry does not have as much of a search volume and it’s more B2B not exact match this is more about uh uh like how you should consider the conservative part uh okay So long tail go conservative for example in thank you Gita in B2C of um 500 to 5,000. Okay. Then on the second side you have uh websites with existing SEO traffic and some rankings. So for these go for midtail and uh yeah like mid search volume for example again in B2C it could be somewhere around 5,000 to even let’s say 40,000 or 50,000 right and then third is big brands or established websites with good authority. Go for anything above 50K, right? So, this can act like a good benchmark. Now are these benchmarks a good number? Not really. No. But this can help you in the start as you figure out as you gain more experience uh based on the business, based on the context of the business, based on what it is into the industry, the search volume etc. You will have to decide for yourself what is a good search volume. But since everyone is over here starting for the first time, this is a good benchmark. So right now uh there are certain assumptions that I’m going to make here. The assumption number one is that uh I have a new website, right? And the assumption number two is that uh uh my authority is Lil and the assumption number three is probably I can go with since again like this is based on this right. So based on this I should be going for uh longtail or conservative search volume keywords. So does that mean I can aim for these? Maybe but not right now because I don’t have uh any authority. Now if these assumptions were like okay I have a wellestablished website etc then it would change but not right now. So, with that, I’m going to scroll a bit. Maybe check HWAC. Uh, HWAC Samsung air conditioner seems decent. Uh, but again, Midtail maybe something I can look at. AC conditioner installation near me. Interesting. I’m going to scroll a bit down, further down. Um, okay. This seems like a safe spot in terms of search volume. Let’s see what kind of keywords that we have. Now, let’s go with these keywords uh at least like these keywords first and see like if I can identify any decent keywords here. So, um AC company seems to vague to me. Okay. Uh home air conditioner. Can I can I select this as a keyword? Yeah. Yeah. Perfect. So, I’m going to select this. I’m marking it in green for now. Uh central air conditioner prices. I’m not into selling central air conditioner. I’m more into consumer market. I’m not selecting this. So, I’m going to mark anything that I’m not selecting as. Yep. So uh I’m probably now as you guys remember so I can see that there are some nos short tail I agree uh but I have not done the second filter the second filter of competition yet I’m just looking at search volume right now so uh maybe in the competition filter this home SE will get removed but for now I’m still going to select this so I’m going to select this right and similarly split air conditioner price. Which color? Red or green? Absolutely. Right. So, this is basically what you would be doing when you’re selecting the keywords. As you can see, there is business relevance and at the same time uh these also have decent search volume. So, how many should we select? You should select as many as you want. like there is literally no limit but to be honest when you’re starting off uh having about uh 30 to uh I would say 30 is a conservative number so 20 to 30 keywords is decent size for you to start or at least start building something uh initially again like since you are just practicing even if you’re selecting five as a practice that’s fine but u when you’re doing this 20 to 30 is a conservative number in in a starting And as you scale up, then obviously you work with way more. U typically with SEO, however, how do you actually work with those individual keywords? So there is a way that you actually do that which I’m going to talk about in the next segment. So okay, I have selected these, right? I’m going to select a few more very quickly. So cheap AC, I’m going to say yes. uh best AC company. Uh I I uh like you can probably go with this but I’m there is like a personal element to this as well. So that’s the reason I’m not going uh split AC price. Okay. Uh O general split AC since I’m a retailer. I’m still going to uh going to go with this. This looks good. This looks good right now. Uh most of these are general keywords. What I’m going to do is I also want to find some keywords that are uh um information based information related. So let me just maybe check if there are any keywords that ooze out information. Yeah, looks like there isn’t any pretty good one. Best ACS AC key price. Okay, even these these keywords can be used for information. Best I’m going to go with the best one over here. Right. Yeah. again like I I can go with any number of uh these keywords, right? Based on what I’m into, what I’m trying to sell, etc. And now I’m just going to sort this a little bit. Uh sort by color. These are the ones that I did not select and these are the ones that I did select. Okay, so these are the ones that I have selected. Now I’m going to analyze the competition. So some of you are wondering how am I going to do that without a paid tool. Luckily uh there is a website which does allow us to do it. Uh so again this website itself is like a paid one but uh it does allow us to check for each individual keyword u what the competition typically looks like. So this is ah Refs. It’s a pretty good tool for SEO. They have some free uh uh uh like free SEO tools. Last I remember there was keyword difficulty checker. Yes, this is the one right. So I’m going to select India. India. By the way, this location is the search location. This is not the location that you are in. Just FYI. So, uh, basically, if you are focusing or targeting Indians, then you would go with India as a location. But if you are targeting US, then you should be selecting US as a location. Right? So, home air conditioner. So, I’m just going to put this keyword here. I’m going to click check keyword. Okay. So, it says the competition is 44. It is. It looks like it’s hard, right? And there’s like Amazon, Flipkart, and Blue Star, etc. over here. So, I’m just going to put that 44 cheap air conditioner. I’m going to do a few more over here. This is the reason it’s a bit tiring when you’re doing it individually for each single keyword, but uh this is a free method of doing it. So, this looks like it’s 19. It’s medium. Nice. Good. That’s good. Home AC. I’m just going to do like two or three more and then u uh I’m going to leave it. So, don’t worry. I’m now like But as you can see, this is like a very easy way for you to get competition uh info of SEO for free. I’m going to do this last one in a paid tool you can get this result for like even thousands of keywords. Okay, split AC prize. It’s easy. Nine. Nice. So, this is how you can basically check it. I’m going to leave the link over here as well as I’m going to leave it over here. 0 to 30 is good enough. But looks like I can go with all of these. Uh so these are pretty good keywords for me to go with. And based on that selection find selection status or something like that, whatever you prefer. I’m just using this for uh like ease and I’m saying like yes selected all of these right and that’s basically how you do keyword selection once you’re done with this you can basically just copy it again this is something that you can do based on whatever your preference is but this makes it easier for me so fine final selected keywords are these. And this is how you do keyword research. Yeah, I mean this is good. Even home AC is nice. Uh cheap AC, split condition price, split AC price. Pretty decent ones. Uh oh yeah, I forgot of this one. I want to check this one as well. This was going to be my my information keyword. But yeah, uh as I’m while I’m checking this quick check from you guys on uh what do you guys think? Oh wow, wonderful. Anyone who’s selling it AC’s this is a keyword to go for. You will get good traffic. What do you guys think though? Like does it make sense? Is this easy, difficult? Maybe, maybe not. But you guys able to do something like this. Uh so once you have selected the keywords the process of working towards ranking for those keywords takes time and uh uh because once you have implemented something you will have to wait for a while before you start seeing results from it. So typically before you start to rank it takes about at least 6 months even or sometimes in some cases where the keywords are much more difficult uh it could even take a year. So yes it takes time. Okay. So that’s how you work with different tools. Now again Uber suggest is one there’s bunch of different tools right? Uh there is keyword tool. So this is keyword keyword tool.io. Um there is answer the public. Uh I really like answer the public uh in the sense that it provides you different questions that people may ask but uh it basically tells you like uh what are the different questions people are asking. This could be good for uh the uh FAQ section if you would create one. So the next thing is we have these relevant keywords. Yes, I also mentioned about what are the different things that you could uh do when you’re selecting a keyword. But u there is something that you should be aware of when it comes to keywords as well which is intent typically and this is something that most of the tools uh third party tools etc also leverage as a way to communicate with you about the intent of the two different tools etc. uh sorry different keywords etc. And uh these are divided into four segments. What what does an intent mean? The intent of a keyword means what does the person want when they are searching for something. So when I’m searching for shoes online or buy shoes online, there’s a clear intent that I want to purchase the shoe, right? That’s the intent. And uh let’s say if I am looking for reviews uh of a specific restaurant, what is the intent there? The intent is this. Yes, I want to make a purchase or I want to visit the restaurant, but I’m still considering it. I’m not 100% sure yet. And as such, I want some more information before I complete the transaction. Right? So, similarly, there are like uh different intent. So, the transactional intent is very clear. I want to make a purchase right now. uh commercial intent is the reviews etc that I was talking about. So uh trying to learn more about something right before I make a purchase. So that’s the main thing right like commercial is more around before you make a purchase if you’re conducting a research and that could include reviews uh comparison or uh let’s say trying to find the top AC’s best five ACS or something like that or best place to buy an AC um AC shops all of those are commercial intent like you’re not conducting a transaction right then And there you’re just trying to uh conduct a transaction by first finding where you would want to conduct or how you would want to conduct that. Uh then there is navigational keyword. So navigational keyword basically means that uh you are using that keyword to navigate to a specific website. A very good example of this is when you just go on Google and you’re typing uh Facebook login. So for example, if you guys noticed, I wanted to go to Uber suggest website. But what did I do? I did not go to neilpel.com/ubersuggest. What did I do? I just typed Uber suggest in Google and then I went to the website of Uber Suggest. So is it branded keyword? Yes, part of it is. So uh because I did not want to type the entire URL, I just searched for it. Uh but in addition to that, uh you would also have keywords like Facebook login. This is a navigational keyword. You want to log into Facebook. Even if you rank for this keyword and maybe you are like ranking somewhere here with this, that’s not going to be useful because even if it has like millions of people searching for this, people are still going to go to Facebook to login, right? And that’s the main thing about these navigational keywords. These can be quite tricky. These can have search volume, but that search volume is uh to navigate to a specific website. That’s what navigational keywords are. And uh then there’s the crown of uh search volume which isformational keywords. Information keywords basically have a lot of search volume because people are looking for information. That’s what Wikipedia is all about providing information, right? And all of these blogs, all of these news websites etc. What do they do? They provide information. So u this does not have a commercial or transactional nature. So a keyword like this one that uh I was just showing best AC 1.5 ton is anformational keyword because I don’t know which AC I want to buy. I maybe just simply know that okay I want to buy a 1.10 AC 1.5 ton AC and that’s it. I I don’t know which is a good one, which is a good brand. I don’t have that information. And uh once I enter this probably I’ll be able to get some information around that. Or let’s say uh a very goodformational uh keyword would be something like um top travel destinations in uh wherever you want to go. Maybe you want to go to KA. Maybe you want to go to best travel places in Goa. Right? What do I get from this? I get information. I get okay 30 best places to visit. 52 best places to visit. 68 best places to visit. Yes, those areformational keywords. So adding anformational keyword to a website will pop up our website when search for that kind of information. Yes, LRA. Now, how does this help your website or how does informationational keyword help your website? The answer is uh when so this is one of the signal that Google uses is what are the existing keywords that you’re ranking for and uh what are in addition to that uh what are the amount of people or what are the amount of traffic that you’re getting from Google already informational keywords are the best way to sort of work with those numbers Because often times those commercial and transactional keywords are already being taken up by big brands which becomes very difficult for you to fight. But uh to get there a very simple way to do it is by providing information which isn’t something that a lot of people uh uh have a lot of sorry there’s typically not a lot of competition for those and since there’s not much competition it’s easier for you to rank uh if you’re ranking if you’re getting traffic your authority starts to goes up as well. So that’s a positive sign for Google as well, right? So that’s the main thing and that’s the main reason people do this. But the best part is uh nowadays even with theseformational keywords, you can still make sales happen. Although the sales may not be that high in number, the conversion rate might not be that high in number, you can still make sales happen. As people like go through the information, they can also make purchases. as you can see over here. Right? So that’s how you can work withformational keywords. But how do you identify these different intent? So let’s just do that very quickly. Right? So before I even go with the final selection of keywords, let’s add something else over here. Let’s just go with these keywords and try to identify the intent. Um, I’m going to add another column here. So, now one thing is when you’re looking at keywords like these, it is very difficult to decide what is the right intent. right? Is itformational? Is it commercial, navigational or transactional? It it becomes very difficult to identify that. So instead of keeping it very subjective, the best method I personally found is ask Google. How do you ask Google about the keyword intent? It’s very simple. just search for it. Just search search for the keyword that is not not search for intent. Search for the keyword and I’ll show you how that works. So let let me just create this simple drop down over here. I’ll say so what was thatformational navigational commercial okay now what I’m going to do is to remove any ambiguity I’m directly going to search for this keyword. Now once I searched for it, uh the first thing that it did is it actually provided me options and these are organic shopping results by the way. So it provided me some organic uh shopping results as I scroll down. Um it provided me uh pages of shopping websites. So but in addition to that it also has which type of AC is best for home what is suited. So looks like it is not completely transactional. Again this is subjective. This is highly subjective. Right. So as you can see you could either go with commercial or transactional. Which is the right one? Frankly speaking, no one knows. But uh you can go then why are we even doing this? The reason we are doing this is so that it is easier for us to decide the type of content and the page that we want to create. And that’s the reason keyword intent is important. So over here it’s very clear. I I I would personally go with commercial. I completely agree with Mahesh because there’s definitely a transactional like at least some intent for transaction but Google does think that people also ask questions around it. So that tells me that this is more of a commercial intent than transactional in nature. So again this is a bit subjective but the primary use case of this is so that you can understand what type of content you would like to build. So when I search for home AC, I’m going to do the same thing search for this and yeah, I I would go with commercial again and so on and so forth. So let’s just go with this one. Yep. see informational right so I’m going to go withformational over here and this is basically how you go with this right now in this scenario we don’t have a navigational keyword uh which is fine but uh that’s what I wanted to show you guys and uh that’s essentially how you decide the intent of the keyword so uh uh split AC size. I’m going to consider that as transactional. Uh cheap AC, I’m going to consider that as maybe commercial. um split AC prize transactional because it says price in that and that uh navigational is like I don’t think we have navigational keywords in this but navigational is typically uh like let’s say u Facebook login uh or uh chroma store chroma store account, um, Google account, etc. Those are like navigational, commercial is one step before transaction. Informationational is clearly so information is like you just want information that’s it. Um, and sometimes information can go into uh uh transactional as well, but that’s very less. The best way is again the best way to find out is just searching for it and seeing what type of results typically show up and uh as you can see over here uh the most of the results are information based. So it makes sense to mark it as information. So over here you’re letting Google decide instead of you just deciding on your own. And I’m going to finally put that over here. Okay. Now the final selected keywords also have keyword intent. So this is how I can decide that I can use this forformational uh uh likeformational intent. >> Just a quick info guys, Intellipath offers digital marketing course in collaboration with iHub IIT Riy. Through this course you will learn complete digital marketing from search engine optimization, search engine marketing to PPC analytics and social media marketing and much more from the IIT faculty and industry experts. With this course we have already helped thousands of professionals in successful career transition. You can check out their testimonials on our achievers channel whose link is given in the description below. Without a doubt this course can set your career to new heights. So visit the course page link given below in the description and take the first step towards career growth in the field of digital marketing. >> Uh we looked at uh Google ads keyword planner and I also talked or at least mentioned uh some of the other keyword tools that are there. U but something I feel like was missing is uh how you can kind of do all of those things. So the primary reason I used Google keywords planner, AHESS uh the free version or the free tool that AHFS provide and uh in addition to that I used that uh uh intent identification manual intent identification was so that uh we are able to clearly understand how you can do it uh without spending any money on the tools because uh frankly speaking as people who are is learning like yourself it becomes very tough to sort of uh shell out money for something that you’re not even aware of right and that’s the main reason but what I’m going to do is u I’m going to show a quick demo on how it works with a paid version of the tools as well so that you can understand that um um usually when you’re trying to do these things for free it takes a lot of manual effort But uh when uh these tools are provided by the companies or the businesses that you work with typically uh you would be able to do these things much faster. Right? So that’s the main reason. So I’m going to show it on SEM brush. Uh this is a tool that uh um like I have a like I primarily use its free version during the session but I’m just going to show like a very simple one on how you can use the paid version of it as well. Yeah, like SEMR shave. What did we actually discuss yesterday? So far, uh we have gone through keyword research, understood what are different type of keywords, head, mid, long and then uh research parameters, we looked at how you can do keyword research using Google ads. And then based on the raw data that we got from Google Ads, we then identified certain keywords. uh uh we looked at what their competition could be by using the ASF’s tool. We identified keyword intent. Um I know there’s a location saying like can we go through uh the keyword intent really quickly? I’ll do that. And then we finalized or selected the keywords that we want to work with. Right. So now, uh, what I’m going to do is, uh, I’m just going to like use SEM Rush real quick and, uh, show you. So, one second. Let me just log into that account. One. Okay. Yeah. So, this is, uh, SEM Rush. What I’m going to basically uh, do is um, yesterday I was doing the AC uh, keywords research, right? So what was the uh seed term that I had entered? Let’s see. I think it should be somewhere over here. Yeah. So these were the three seat terms that I used, right? So I’m going to start with air conditioners. Just air conditioners. And u let’s see what it shows. Air conditioners. I’m going to select India as a location. And and that’s that’s what I wanted to sort of show. Yeah. Now it has shown. Okay. So I have the search result as well and um u now this is something interesting right? So it also tells me in the top 10 results. So the we have reliance digital we have Amazon, Flipkart, Voltas, Chroma and all of these and it has something called as domain AS. So what is uh domain as? Domain as is domain authority score. Uh so this tells this is rated from 0 to 100. And uh now is this authority score the same as what Google considers? No. But this is something that will give us a guidance of what the authority of the website could probably be. Right? And uh that’s essentially the uh part of it. Now from this what we can understand is uh this particular keyword has a pretty tough competition. The domains have an authority score of almost 79. That’s that’s big. And uh now let’s just try to see if I can get some uh keywords from this particular single keyword instead. Okay. So it also gives me the key keyword difficulty. It says like it’s 63. So 63%. So that’s that’s pretty difficult. And this is for organic results, right? And if you notice, it also tells me the intent. So according to this, it’s commercial intent. The user wants to investigate brands or services. So what I’ll do is I’ll just click view all 54,000 keywords that it identified from this one keyword the starter keyword right and uh once I do that u right so and uh let’s take a look at this one the this is what I wanted to show so what are the things that we actually got in the keyword research yesterday. We got the keywords, we got the search volume, we got the competition and we got the keyword intent. What do we get here? So, we get the keywords, we get the intent. So, it uh as you can see some keywords are marked as two different intents. So uh now obviously these intents as I said are subjective but these are the intent that it identified and then we also get the search volume and in addition to that we also get the keyword difficulty right so for me when I’m doing keyword research and I’m trying to find different keywords a paid tool gives all of these information to me directly I don’t really need to like find each of them individually independently like I got this keyword planner. I got this from Ahref. I got this manually. I wouldn’t need to do all of that by using a paid tool. And that’s the difference. Now, uh is SEM Rush costly? Yes, it is. It’s uh I believe last I checked it was around $120 for a single month, which is pretty high, pretty steep. But uh at the same time it does provide enough value once you are starting to get paid for your work and that’s what matters over here right so um over here once I have this I can directly just export this data and uh start working with the same that’s the best part about it so this is just like a small glimpse that I wanted to give of how paid tools typically make it easier for you and uh They have a price but they have a justifiable price because of that. Okay. So in this scenario all of these are uh search difficulty like the normal SEO difficulty. Yeah. So competitive density is related to paid difficulty. So this one is paid difficulty. This one is SEO difficulty. So, uh, if I go to pricing, you can see, uh, like if I just look at monthly, oh, it’s it’s $140 per month now. So, it’s steep. Again, I’m saying it’s steep. That’s not a lie. But at the same time, uh, that’s the main reason I showed you how you can do it for free so that you can at least practice and understand these things. And uh later on once you start getting work probably the company or business you’re working for can sponsor it or uh yeah basically your work itself can sponsor it because sometimes if your work is good enough and you have good clients uh the the revenue that you make from it pretty much covers the cost. So I know uh like some of the SEO people who have been into it for almost 10 15 years and uh they work with some of the top clients right and I’m not talking about some small shot I’m talking about clients who uh make like millions and millions in revenue and for them uh they typically charge close to around $10,000 to $15,000 a month. So for them uh these tools are pretty much nothing jump and uh that’s the reason these tools are also priced in such a way because of the data and the value that they offer. So uh Uber suggest is a pretty decent tool in terms of price. I think they have a much smaller price tag uh probably around $ 19 or $20 per month if I remember correctly. But uh yeah uh then also the accuracy of it is a bit low and uh there are also caps in the number of updates that you can do etc. So that’s uh like a quick uh thing that I wanted to mention around SEO tools. The way that you determine intent is by uh trying to understand uh what uh they could potentially be looking for and based on that you can determine what type of content you would want to show to them, right? And that’s the main purpose of it. So there are four typical intent and there are four uh divisions of it and the first is of courseformational where uh people are looking for just information. They are not looking to make a transaction or there’s no commercial intent as such. Second is navigational. This is where u people just you know search for something because they want to navigate to a specific website. So uh it could be login dashboard or something like that or just the brand name itself wherein they know that they want to go to a specific website but they just don’t remember the the URL. Then there’s a commercial intent which is just one step before making a transaction typically. Uh so let’s say if you want if if someone wants to buy something before that uh they would want to do some quick research around something right and that’s basically what the commercial intent is all about. And finally after that we have the transactional one wherein they want to buy something and uh that’s the intent that they have. Now the best thing about these intent types is that by identifying them you can determine what type of content you should be creating for those keywords. So there was this question multiple times asked by every one of you is that how do you use these keywords in the website? How do you implement these keywords in the website? Right? And that’s where your SEO plan comes into the picture. So SEO plan is uh the next step after finishing your keyword research and uh uh this is something that sort of bridges the gap between your content and keyword. Now there is uh this is going to be something interesting right? So because this is something that I want all of you to focus on as well as this essentially uh will determine how effective your keyword strategy is going to be. Are key is keyword research important? Yes. But uh once you have done the keyword research how you use those keywords becomes more important as well. Right? If if you have a good idea, that’s awesome. That’s first step. That’s a important step. But that’s the first important step. The second step is to actually implement it and execute on that. And that’s what I’m going to talk about over here. Uh and uh for creating the content that is uh more relevant to the keyword, you’re going to create a SEO plan. Right? So let’s let’s try and understand how you can go and create an SEO plan yourself, right? Uh so I have a template over here, right? I’m just going to open this. Okay, so this is uh the template. Now uh over here one thing that I primarily do is I also like sort of uh update the templates as needed. Uh but anyways so this one is the example. Yeah. Okay. So what is this template? Let’s let’s just talk about this template now. Is this template how you should do it as well? Not really. Uh this template is more of a suggestion. Uh this is how I personally do it. But if you have a better way, go for it, right? So keep that in mind. It’s not like okay this is exactly how I should do it because Vishal sir told me to do it like that’s no that’s that’s not how it works. Uh everyone has their own way of managing their keywords, planning their keywords and the SEO around it. uh this is just how I do it and I feel like this is quite simple. Uh so yeah like if this works for you please go ahead but this is what I’m going to use to explain as well because the elements in this are important. So let’s try and understand what’s added in this template. So u the first thing is the primary keyword right. Uh you can ignore this particular part. Uh this is more for an example or just some details or description. I’m going to put it in a little grayish. Uh too gray this better. Yeah. Okay. So uh primary keyword you basically like what is your main keyword that you’re going to focus on the primary keyword. uh are we supposed to use just one keyword for a page or are we supposed to use multiple? So when it comes to a single piece of content or a single piece of page uh you should have only one primary keyword. So a primary keyword is the key focus of that page. So a good example is men’s footwear that we saw with Flipkart yesterday. Now uh what we saw in that is its primary focus was men’s footwear as a keyword and the entire page and the content etc was wrapped around that keyword as a primary focus but u it probably also has content good enough for some of the secondary or synonymous keywords like footwear or footwear online etc or even shoes online and uh those are typically considered as secondary keywords. Is it important to optimize your content for secondary keywords? It’s uh it’s not something that is super important, but if you do it, that’s a good thing. And uh that is something that I’m also going to show like how you can do that too. So you should have only one primary keyword, but you can have multiple secondary keywords based on how long your content is going to be. So only one primary keyword per page. And these are like related secondary keywords can be many based on content. Right? So this is how uh you can use different keywords. Now when it comes to these secondary keywords, you can actually use some of the secondary keywords as primary keywords in separate pages too. And uh uh like to not make it too complicated. Uh that’s also something that uh you can definitely do but for now let’s just keep it very simple that uh there should be only one primary keyword per page and you can have multiple secondary keyword related secondary keywords uh based on the type of content that they have. So the primary keyword is your main focus of a page. Okay. So what are we actually trying to do here? The main thing is we are going trying to take that keyword which we selected and create a page a web page around it a page on a website for that keyword. That’s the main thing that we are going to do. And uh to do that you cannot have multiple keywords and just you know stuff all of them and see like okay maybe this works. That’s not how it works. And that’s the reason for every page you should have one main focus keyword and that’s what this primary keyword is. So a primary keyword is the main focus of your page or the topic of your page if you may. And where do you get these primary keywords? We just did the keyword research for that. Right? So uh that’s what the primary keyword is. Secondary keyword can be supportive keyword or more supported keywords. I will show examples of this. don’t worry but uh it’s more like supporting keywords that you can use uh in addition to the primary keywords but the way that you use it will obviously be very different. Once you have a primary keyword the next thing is the content type. Now why is this important? It is important because your content type will be different based on the type of keyword it is. Um, if the keyword is something that uh has a high transactional or commercial value, probably you would want to use or focus that particular keyword towards a category page or a product page. But if it is mainly informational with a mix of commercial or something like that, a blog page would be much better. Right? So the what is the type of content that you’re looking to create around that keyword is also something which is very important and that is something that will be decided based on the intent. I don’t think I have mentioned the intent keyword intent over here. Let me just do that. Yeah. So, the keyword intent helps you decide and uh uh makes it easy on uh what type of content you would want to create as well. Uh secondary keywords again. Uh so these are basically supported keywords or additional keywords that you may want to also uh talk about in the content. Uh again the example for this is coming. Then there is URL slug. So basically let’s say something like uh after your domain name the website’s name. So if your website’s name is google.com uh then what will be the link for the page? Is it going to be google.com uh if if the keyword is maybe u hotels online uh then probably the URL SL could be google.com/hot-enon online right so this is nothing but this part of the page I’m going to unlink this yeah so this part of the URL is what the URL slug is Right. Uh the subdirectory subdirectory of the URL is what it is called. Then you have your page title. So page title is uh so let me just open this actually let me just open shoes online as a search and then I’ll be able to show a comparison of this as well. >> Right. So, uh, no worries. I’ll explain that. Okay, let’s just do a sideby-side comparison. Right. So far, all of these things very clear. Primary keyword, keyword intent, content type, secondary keywords. Let’s talk about the next things. Let’s talk about URL slug now. So URL slug is this part of the URL. So over here the URL slug is shoes. Over here the URL slug is men’s hyphen footwear men. Uh yeah uh it does not have a URL slug because this is the main domain. But yeah that’s basically what the URL slug is right. So uh basically the URL slug is whatever comes after the domain name. So myntra.com/sho flipcard.com/mensfootwear and uh uh then ago.com/men. So that’s basically in this case men is the URL slug. So that’s what URL slug is all about. Uh name of the page you can you can think of it this way. Yeah for sure. Name of the folder. uh to make sure that everything that you’re trying to talk about or say is visible in the page title, you need to make sure that the length of that is within the 40 to 60 character limits. Especially now that we are so much focused on mobile, uh you have to be more careful about this, right? And once you have determined the page title, so this is the page URL, this is the page title. What is the next thing? The next thing is this. This is the description. So this is called as meta description page meta description. So um again very similar uh it’s like shoes online, shop shoes online for men, women etc. Um you can’t be spoiled for choices when you are shopping for footwear online due to uh the extensive collections of brands like foot up right by footwear for men huge collection for men’s footwear and so forth. So basically uh this is what the meta description is. This meta description is typically not visible on the website but it is uh something that you pass on to the Google bot or the Google crawler. I’ll show you how you can do that using WordPress later on. But uh this is something that is shared by every website and you should make sure that the length of it is max to max 140 characters not more than that. If not it will again get truncated just like this with the three dots. Right? So that’s basically what the page meta description is all about. So these three things the URL slug the page title and the page meta description are something that are related to your u u the content that you want to be shown on the Google search. Why is it called meta? That’s because it is not something that you find on the page. It is available as meta data. Metadata is something that does not exist on the page directly visible to the user but it is available for the bots to see. So let me just show an example right. So Myntra for example over here and now I’m going to like move away from the split screen and go full screen back again. Okay. So what did we see over here? Uh we see that the meta description is this. Let me just copy this. Do a Ctrl F and paste it here. Am I able to find this anywhere on the page? The answer is no. Then how did this show up? That’s because it is not something that is visible to the users, but instead it is in the code. Don’t get scared with what you’re seeing on the screen. I’m just trying to show where it shows up. If you notice over here what I’m highlighting, I’ll just zoom into this a bit. Yeah, I think this is enough. Zoom in. Uh this is the meta tag. So this is a part of HTML and uh I’m trying to be very careful to not go very technical but this is a meta tag and uh this is a meta tag for description and this is where the meta description is present. So this is something that is shared or typically used by the crawlers or Google bots etc. And this is not something that is typically shown to the users who are visiting the website. Um this is just a way for making sure that the crawlers understand what the page is about. And that’s what the meta description is. By the way, uh just FYI, technical SEO will have a little bit of uh understanding on uh how uh some of these things work. I will try my best to explain it the best I can. Uh but uh yeah like u knowing a little bit of HTML or some of the context of HTML and the tags of HTML will help you a lot in doing SEO. Uh HTML is free to learn. You can just go to W3 schools for that. It’s a pretty good website to learn HTML. Um uh but yeah having some knowledge about that is uh definitely recommended. So page meta description that’s what meta description is. Now these two these are optional sections. This is something that I personally use when I want to as needed. But over here you’re just defining what is the primary purpose of the page or what you’re trying to use it for. What is the USB that you want to share etc. Uh over here you may want to identify like what type of customer you are actually trying to attract. So if it is something like B2B, B2C, if it is a specific consumer, what you’re actually trying to achieve from this page. So these two things is more for just keeping a record uh making sure that you yourself are aware of it, not to forget it. And the most important part is so that you are also able to share this with uh anyone else if you’re working in a team. So let’s say if there’s a separate team that manages content or works on these execution uh you can just share this and you can be sure that you have shared your way and vision uh on how you would like to implement the keywords. Then there is content outline. So once uh you have your plan the next step is to create an outline of the content. Uh I will show how and what this looks like. And then finally the content itself. Um and then you can keep a track of if this was published, it was in draft state, it was in editing state and when it was actually published. So uh that’s basically what this SEO plan template is all about. Uh so the purpose of the page is more about uh what you want to uh use the page for like uh so I actually have an example over here that I can talk about. So in this case we will talk talking about travel deals right and the purpose of this page was to provide information on various travel deals around India and offer links to the same. That’s it. So this is like a very simple way for you to remember what you are going to have in the page. Google ads keyword planner typically has uh decent uh uh data in terms of search volume. So that’s the reason I generally prefer this for search volume at least so that I have better expectation. Okay. So this is what I’m going to do now. I’m going to make a copy of this, right? And let’s uh actually let me just uh make a copy of this in this particular spreadsheet so that everything is in a single place, right? the SEO plan. Okay, so we have our keywords, right? And we also have the intent. Now in addition to this I can probably also add something along the lines of the the rest of the details right. So why shy away from that competition and I had the search volume. So these are the things that I already have. So I’m just going to copy and paste them over here. Perfect. So now uh how do I actually go with this? So the first thing that I’m going to do is let me also set some prioritization for this. So this is something that again depends on how you want to go with it. But uh for me I want to make sure that I’m prioritizing it so that I know like which keyword I want to focus on first. So, I want to focus on this one first because it has the least competition and it’s informational. I can probably set up a blog with this. Uh, next. This looks good. I can probably go with this one next. Uh, as and this as well. So, both of these I can actually do together. Um, then there is the split AC prize and this probably I can do both of these together as well. synonyms at the end of the day and this can be the fourth. Right? So this is my priority. So what I’m going to do is I’m just going to sort it based on this priority. Oh, okay. Perfect. So now that it is sorted, this is the first one that I want to sort of use for my keyword. Now I’m going to decide all of these things. So u there’s a very simple way of doing it and on how you decide it but uh there are certain rules around it as well and uh that’s basically what I’m going to uh sort of uh talk about over here. H okay. So uh in terms of content type over here I want to make sure that I’m working with a blog. Uh since these are transactional probably something like a landing page or like a product page is something that I can work with but I’m going to stick to a landing page over here. uh cheap uh air conditioner. So this one also I can probably go with like a landing page, category page, product page, whatever that is, right? So essentially I’m trying to define or determine uh a good content type. And uh finally home AC while it has commercial intent, I think I can probably uh just have like a blog over here or some kind of an information. So this is where I’m like this is a bit subjective but I’m basically defining what type of content I want to create. And in terms of secondary keywords uh what I’m going to do is I’m going to try and identify if there are any specific secondary keywords that I can use in addition to this primary keyword. So these would uh a very simple way for me to do that is actually just search for this keyword and see like what are the other keywords I can find. So, let me just do that really quickly. Um, I’m going to use Google Ads keyword planner for this once again. Just get some quick list from that, right? Um, I know today it’s getting a bit technical, right? Some of you are like, what is even happening? I hope that’s not true. But this is how it works. This is uh where the actual work starts. The searches depend on search volume. So if there are like there’s like enough search volume then it doesn’t really matter. Okay. So this is the main thing and then uh uh okay. So let’s see if there is any uh specific secondary keywords that we can actually use. So best AC 1.5 ton looks like best split AC is something that we can definitely leverage right uh probably let’s see um 1.5 turn fivestar inverter so inverter related ACs or something like that somewhere around that uh window AC of course right so these if you notice all of these are related keywords keywords that are similar to it uh similar to uh the existing one. So what do I have here? I have different types of 1.5 split ACs and then I also have um inverter or the star rating or the power rating of the ACS. Right? So from the secondary keywords what I can get is I can get some of the details around the um let’s say uh different formats of it different types different things so I can talk about all of these different segments and see since these secondary keywords also have I would say decent size of search volume like uh 4,400 14,000 800 and uh then like this one has 4,400 as well. U it’s it’s pretty nice. So I can probably go with these but uh yeah these are uh okay so competition Leela don’t forget this is paid competition. You don’t consider this uh but uh anyways this is secondary keywords. That’s the reason I’m not focusing too much on competition. My primary keyword is what will determine uh if I’m going to work with this or not. And secondary keywords is something that helps me understand sorry it it helps me uh target some of the additional keywords. Right? So these are not going to be my primary focus anyways. So I’m not really worried about the competition. If I get some traffic from it, great. If I don’t, that’s fine. as long as I’m getting traffic from this keywords, I’m I’m completely fine. So that’s the main thing. And with that, the next step is to identify a URL slug. So let’s say actually this is where I’m going to start using chat GPD. Just a minute. Right. So, uh what I’m going to do is I’m going to say I am um an electronics seller in India and I sell electronics online. Uh, suggest some domain names. Let’s see. I’m going to just quickly decide something. Um, okay. There’s two for six. Oh, interesting. Okay, I’m going to go with five. Gadget Bazar. Let’s go with this. This is again something that is just a nice way for us to like look at it. And I’m also going to be like catch it bizarre keywords. We just created a brand name. Nice. Is it an actual website? Oh, it’s an actual website apparently. Doesn’t matter. Uh okay. So, Gadget Bazar is the website, right? So, in this scenario, u I’m just going to decide what the URL ST is going to be. I want to make sure that the primary keyword is kind of there. Um, so let’s see. Gadget buzzer.in slash um I can just go best AC or I can just be like best 1.5 uh turn AC. Uh 0.5. I’m not very sure if a tot in URL works. I don’t think it’s supposed to. So, I’m just going to skip that. And uh best uh 1.5 AC, right? So, somewhere something along the lines, right? So, essentially, you’re trying to make sure that you’re properly communicating or leveraging the particular URL. So, let me just see. I don’t think you can use a dot. Uh so, that’s there. So, 15 AC, that’s fine. H I can actually do that. Yeah, I’m I’m going to go with whatever loop says best one and half done AC online AC. I’m just going to keep it to that. Right. But it is also supposed to be something simple and smaller. This is not very small. Let’s see. Uh I’m going to ask Charg about it. I’m doing SEO for this keyword. Can you can you suggest a URL slug? Yeah, this this is fine. Let’s just go with that best 15 turn AC. So I know uh I have like switched over the ton over here but that’s fine right. So that’s going to be my URL slug directly the keyword in the URL slug. Now as for page title, page meta description uh but the main thing that I want to make sure is ensure that uh primary keyword is at start of the title. Ensure that meta description contains the primary keyword. Right? So this is these are the two things that you need to take care of. So with that um let us ask JPD once again create page title and page meta description while ensuring they are within uh 50 and 140 characters respectively. The page title, the page is going to be uh an information blog and uh uh the primary keyword should be at the start of the page title. Yep, pretty good, I’d say. So, by the way, I’m also uh showing a little bit around uh um how you can work with uh prompt engineering. As you can see, I was pretty detailed in what I want. Discover the best 1.5 turn ACs for your home with our topics efficient cooling and energy saving options review. Perfect. I love this. Right. And uh yeah, I have my page title. I have my page meta description. It’s not huge. So, it’s supposed to be between 40 and 60. So, that’s fine. To the web. Okay. To the web. See, this is a navigational keyword to the web. Pixel checker. Word counter is different. So this is more of a pixel check in pixel you are checking like how much space it is taking. Okay, you need to enter. Okay, I can also enter the page title and met description. Let me just do that. Yep. Looks good. Right. So, that’s basically um like Okay, I’m just going to close this. Why did it load this? But yeah, that’s that’s like uh something that you can definitely do. And it also shows like a quick demo of uh the t typical mobile and typical desktop result. That’s pretty nice. So uh purpose of the page as I said it’s very clear. I want to provide information. So offer in indepth information about 1.5 ton ACS to potential buyers. Uh the primary focus is B2C general consumers. Okay. So looks pretty good, right? like now I have some semblance of what I want to do uh with the keyword right that’s basically how you go with it so there was a request for uh like an example of secondary keywords for some of these what I’m going to do is uh I’m actually going to fill all of these uh by using chat GPT itself so let’s see what kind of suggestion it gives and maybe so that way it is much more quicker as well and maybe then we can like uh I can uh quickly fix it. Right? So for the below data uh similar to the first keyword, can you fill in the rest? Okay, let’s see. Interesting. Uh, share some secondary keywords as well. Yeah, pretty good actually. If as long as they have search volume, I’m fine with that. Oh, now obviously I can check for the search volume for these, but I think uh this is pretty good. So, let me just quickly Yeah, it is fast. Now, is this how you should do it? Not really. Uh I mean, you can do it, but at the same time, you should make sure that you’re validating things. And this is something that a lot of people don’t do. A lot of people, they just don’t validate. Uh yeah it as I was saying I I what I did is I since I have the first set of data um I just told JPD can you follow the similar format and fill in the rest of the data and it just did that for me. Uh I just pasteed normally. I did not like uh uh I just pasted normally like normal copy paste. Tajibility is intelligent enough to sort of um do it. Okay. So, let me just copy this and then maybe we can quickly review it and then finalize our SEO plan. Okay. So, uh there was also the secondary keywords, right? Let me just quickly take these. I just paste it normally. So this is like Ctrl + Crl + V. Okay, I if you want I can paste it again. Not a problem. So this is interesting. But anyway, so I just copied it. Ctrl C and then I just went here. Ctrl + V. That’s it. So this is how I pasted the data. Okay, cool. Uh, were you able to understand how I pasted it? Okay, in the Excel uh so I just copied the table. So, um, so this is my habit of pasting in values uh with by removing formatting. But basically if I just copy this normally and if I just paste it u as you can see it would come like this. So I would just have to uh remove the wrap and all of those things. So uh to avoid doing that I just use a shortcut uh which is like if you want me to tell you I’ll tell you. It is alt e s um like and then I just select the format by doing this table on chat GPA. I think I just mentioned right now uh are you still confused on that? I just selected the table that I want. I copied that table and then I pasted it over here. So like for example this is the table selected it copied it came here pasted it and that’s it. That that’s basically how uh when then I sent it. Okay. So, uh yeah, uh I have some of the secondary keywords I suggested, but yeah, uh similar to that, I’ll just select some of the secondary keywords like these, right? Like, uh split AC prize list, etc. U so what I’m going to do is uh I’m just going to for now I’m not going to go too much into formatting. I’m just going to paste them as is. But yeah, that’s essentially how you can get those for the prompt. I’ll show that this is the prompt that I wrote. Uh now it already had the context of the previous one. So for the below data similar to the first keyword, can you fill in the rest? That’s all I said and then I pasted the value. That’s it. Um I I can do that. Okay, let me just do that. And yeah, so uh basically I’m I’m not going to spend a lot of time on that, but yeah, basically this is how uh uh it works, right? Like you have uh all of these list of keywords uh that you can potentially use in your content. Now, how are we actually supposed to use all of this data, create the content outline, etc. That’s the main thing. So that’s what we are going to figure out with content outline and then creation of the content. So I’m going to next as a next step I’m actually going to use a lot of chat GPT by the way. Uh so uh while I could do it manually I want to make sure that you guys are also well equipped with how to work with AI tools like these and how you can create uh content that is actually SEOfriendly as well while using these. So there are a few things to keep in mind. Uh but uh overall like uh that’s something that I’m going to talk about as a next thing. And the next step is content outline. So content outline I’m going to put it over here. And uh what is a content outline? Content outline is nothing but your structure of the content. This is not the content itself but an outline of the content. Now, some of you may be wondering why do you need a content outline? This is something that is actually very important because uh what happens is when you create an outline of the content uh think of it as uh how you are planning the entire content itself. So this is not where you’re writing content. So look at it this way. Uh you may have visited websites that have thousands of words of content. Ice I don’t think I remember the website but there are also websites which post uh content which are like 10,000 or 15,000 character sorry word length and that’s massive. That’s like almost good enough to create like a short story, right? uh but I’m not saying like that is what you should be doing here. Instead, it is more about identifying uh when you’re creating a content which has like let’s say 2,000 words or 3,000 words uh a structure or an outline helps you make it much easier in how you want to go with it and what are the things that you want to talk about because in the process of creating content we often get a little bit lost uh because we wouldn’t have a clarity of how many words is good enough? Uh maybe we would forget some of the other parts etc. So having that structure, having that outline makes it much easy not only in terms of creation of the content but also in terms of planning and making sure that it is SEO friendly. That is the entire reason we need a content outline. Right? Because uh look at it this way. We have primary keyword, we have secondary keyword, we have page title, we have uh things like keyword density, we have things like u um uh the uh where the keyword should be present, how it we should be using it, what are the different links, different sources, leveraging FAQs and I just uttered a bunch of words that uh uh that’s like too too many things, right? So how do you take care of that? you take care of that by creating a good content outline and that’s what we are going to do. So uh in a content outline uh these are some of the things that you kind of take a look at the optimization checklist. This is something that we also sort of leverage with both the content outline as well as the content itself. I will explain all of this. uh this is nothing but how you go from the journey uh or the onpage journey right so that that’s basically what it is uh let’s do that so let’s get started with the best AC 1.5 ton let’s start with this keyword okay so um obviously I do have a template for what a content outline should typically look like let me just open that. Okay, so this is an example of a content outline. Now over here, if you notice the main keyword again, let’s just go through what a content outline typically looks like and then we’ll create our own. Okay, so this is an example of a content outline. We have uh the main technical keyword uh so sorry main keyword or primary keyword. So I’ll just call it primary keyword instead of main keyword so that it’s not confusing. Okay. So primary keyword. So let’s assume that the primary keyword is technical SEO. Uh the secondary keywords again keywords that are related to this that expand on this a little bit. Uh technical SEO technical SEO checklist. What is technical SEO? Technical SEO tool. Types of technical SEO. Technical SEO factors. Okay. Uh this is the URL slug. So since this is a blog, this has like a blog slug. Again, if you’re publishing blogs and if you want to segregate it, you can do that. Uh page title. So page title contains technical SEO. Looks good. Um meta description 140 characters long including the main keyword. Okay, so it does not have that right now. Word count. Now word count is something that uh you can determine based on the competition of the keyword. A good benchmark is to make sure that uh uh it’s at least as big as your uh the competition, right? So the one who’s ranking at least one or two or something like that. And uh uh this is determined based on keyword competition. So how do you determine this? So let’s say if I do a quick Google search of this technical SEO. Okay. So uh for technical SEO as we can see these are the pages that are ranking. Uh this page it says there are like 7,000 words. Oh my god. Okay. That’s that’s uh that’s truly an ultimate guide. I believe uh this one is 3,000 words. Uh this is 3,000 again 3,000 uh they are pretty typically going for 3,000. This is by Google. Uh this is 8,000 by back linko, right? So that means if if I want to rank myself, I need to make sure that my content is at least at par with that. I should have at least 3,000 to 5,000 words. Um, and looks like uh HubSpot actually has this content with a lot of words. So that’s basically one of the examples of a long form content I would say. Right. So based on this, I should actually update this from 1500 to 2,000 to maybe 3,000 to 5,000 or 4,000 even. Right? So again like this is uh based on your competition because if you want to beat your competition you need to be at least at par with them. I’m not saying like word count is a way to compete. All of a sudden if let’s say someone has thousand words if you put a 10,000word article all of a sudden you’ll rank number one. That’s not how it works. But this is just like a benchmark that you should at least uh have um enough content for. That that’s all it is. It’s it’s not like okay this is a benchmark for you know 10xing or getting like one lakh words of content or something like that. Never do that. Uh as long as you are within the same range you’re okay. Right? So determine based keyword competition. So 3,000 4,000 something like that. This is a single page, right? And uh this is a good example of a long form content, right? Just look at the amount of content it has. You’re saying the the ultimate guide to technical SEO. The technical SEO. It looks fine. Fine, right? Oh, page title and this. Okay. in the example. No, it looks same technical SEO. Technical SEO. Uh Vibbon. Yeah, there is an extension. Uh I use this extension, the keyword surfer extension. Um it’s not super accurate, but it is still pretty good. uh so it provides me decent direction uh for free and uh I don’t really need to like open the web pages so that’s the reason I use it. Keyword surfer is uh something that I’ve included in this tools and resources over somewhere over here over here. Can you please suggest some of the exition that could be beneficial? Um all of all of the extension etc are listed over here. Feel free to go for it. Keyword surfer, detailed SEO, Mo SEO, all of these are extensions. Go for it. Add them. Hopefully it does not slow down your browser like it did mine. Okay. Um so yeah, like the page title, meta description, word count. Now I have mentioned the SEO optimization checklist over here once again just as a reference um but that does not mean that uh you have to do that as well. It’s just something that uh uh you can do. So what is the checklist now? Primary keyword usage the you should be using the primary keyword in the URL in the title tag preferably at the start at least once in the first 150 words of your content in the H1 and H2 tags for anyone who’s asking what H1 and H2 is I will explain this uh but this is basically your uh the biggest most headline and uh H2 is like a bit smaller than that heading. Yes, heading. Thank you, Hina. Uh then we have the title enhancements. So you can also use title enhancements if you want like in 2023, how to best guide review or something like that. Um but it’s uh only when it is applicable. It’s not something that you should be using everywhere. In fact, let me just change this 2023 to 2024. Yeah. Uh image optimization. So, primary keyword is good. Title enhancement fine. Uh image optimization. So, in the content, if you just have words, it’s going to be pretty boring. Uh so, over here also, for example, this is a very long form of content. It actually gets pretty boring. Um but at the same time this is very helpful and useful but I’m not seeing any images surprisingly. Oh we have we have an image over here. So something like this right? So this is an image. Now uh for those images uh you should use a descriptive image name and alt tag. What is this? Let’s check this out. So this particular image right I’ll just um open this image in a new tab and I can see this image the name of the image in the URL you can see this technical SEO guide_3 so this is a very descriptive image name so they have very clearly laid out that this is related to technical SEO guide right and the second thing is uh the description or the alt tag of the image What is an alt tag? I don’t know if they have used it over here. Let me just quickly check again. Don’t get scared when I’m doing these things. Uh oh, they also have an image over here. Nice. Yeah. Okay. So, this is the alt tag that they have. Uh let me try to get to it. This is the image. Yeah. So over here in HTML if you notice uh this is the URL of the image and then there is something called as alt equals to and they have mentioned the alternate text for this image. Alternate text is typically used by the crawlers and by accessibility tools to uh know what the image is all about. So this is like a description of the image itself. So um technical SEO checklist hierarchy that’s the alternate text. So by reading this you will know what the image is about and uh that’s the main purpose of the alternate text. Right? So uh whenever you are adding an image, it is important to have a descriptive image name and the alternate text along with that. Um and whatever number of images you use, let’s say if you’re using two, three, four images, at least one just one of those images should have the primary keyword in them. Um along and the all tag as well in the image name and the all tag. So this is the part of image optimization. Now there was a pretty interesting question uh talking about videos. In fact just like images you can actually u add videos as well. The name of the video the title of the video and uh the alt text of the video can be much more related with your keyword. And in addition to that what a lot of people also do is just like this content outline uh when you’re creating videos also you can plan it in the similar fashion. Yes. But at the same time uh you can also add a video and add a transcript of that video below that if you just have video content and that itself will help you create different type of form of content as well. So again, I’m not going too uh like deviating from the main topic here, but that is also something that can be done if anyone is interested into video content primarily. Uh alternate text is nothing but a way for us to communicate with the bots to tell them in u u communicate with the bots about what the images actually contain. So over here uh the communication that the bot gets is technical SEO checklist hierarchy. So using this uh the bots will know that this image is a checklist hierarchy or basically related to technical SEO and some kind of a hierarchy for that. So that’s basically what this is and uh uh this is this alt tag or this alt text is a way for us to communicate that with the bots. So but yeah that’s basically what the alt tag is u now keyword variety. So what is this basically when it comes to uh I think I should put this keyword density over here. Okay. So what is keyword density? Now this is the um keyword density is nothing but how many times you would like to repeat the keyword in the content. Imagine this if uh you are repeating the keyword uh like if if the content is like a thousand words and in those thousand words you have repeated your keyword like 100 times that’s clearly keyword stuffing you’re like literally putting so many keywords into it in hopes of ranking for that Google can easily catch that and uh the minute it catches that there’s a high chance that it will block your page and not rank it at all. But uh that does not mean the keyword should not be there. You should still have the keyword. You should still uh have some percentage of the words as keyword. So the keyword density typically if you have it between 0.5 to 2% is a good number. So what that means is let’s say if you have uh a content which is around 2,000 or let’s just put it as a thousand right you have a thousandword content in thousand words uh you should probably have your keyword um mentioned at least five to 10 times even if you have it around 15 times that’s okay. If it is u let’s say a lot longer than that um having it five times or 10 times is fine. If it is let’s say a 500word content then again same five times is good enough. So that’s the main thing like you should not repeat the keyword a lot. That’s what the keyword density is. The keyword should not be the major part of your content. Why will it block? Does it violate any of its policy? The answer is uh it basically understands that you’re trying to game the system. I think this was almost uh 15 20 years back if I remember. Uh at that time a lot of websites were trying to do this. uh they in some cases the entire content at least 50% of the content was the keyword just repeated or some of the websites what they would do is they would have the keyword repeated multiple times and in white color with the background as white so the user could not see it and uh but for the bots they would be like okay yeah the the keyword is repeated so many times and that’s what keyword stuffing is as Girish mentioned so what happens with that is uh like initially at those times again this is like two decades before u Google was actually ranking them and that became like a very decent way of quickly gaming the system black hat and uh ranking your website and all um and Google saw this and it stopped it and it stopped it by making sure that the algorithm did not consider it did not consider those pages And in some cases it would also de-index those pages. De-indexation is as equal to as blocking because that means that they no longer want to store your page data. So that’s the reason is it is very important to have u like a smaller keyword density. Now uh there is another thing that you can also do and uh which is keyword variety. What that means is um you should also include some synonyms or LSI keywords. So uh there are there is a tool like LSI graph or you can just ask chat GPT about LSI keywords. So yeah latent semantic indexing. So these are words or phrases that are related to the main uh keyword or topic. What’s a good example of this? So uh a good example is shoes and footwear. Both of those mean the same thing. But uh essentially uh the word are different. So footwear is something that people wear. Now obviously shoes is a part of the footwear. Uh in footwear you will also have sandals and clogs etc. But u that’s essentially a part of your LSI and synonyms right like what are the different words etc that you can use so that it is much when people are also using those different words you are also able to rank for those that’s the main uh context behind it so it is good to have a variety uh in the in terms of synonyms and use of LSI keywords so LSI graph is one that you can actually use to sort of get some of these uh and then the linking practices. Okay, I know there’s that’s the reason there’s a checklist, right? It’s not just content. There’s so many things. So, we have the primary keyword, we have the title, image, keyword itself, how we are going to use the keyword and then the linking practices. What is this? In addition to having the particular content, you would want to make sure on how you’re linking or using links on that particular content. So a quick example is this one. So this is a link. What is this? This is an internal link. What does that mean? So if I go to this link or if I click on this link, it will take me to a different page of HubSpot itself. Similarly u this is also internal link. This is also internal link. Internal internal I don’t know if they have an external link. They have. Yes. And then this one right. So source they are saying this is an external link. So why is this an external link? Because this is going to an external or a different website. Now that’s essentially what is the difference between internal and external link. So the main thing that you should keep in mind is whenever you’re working with uh any content there are two types of link one is external and another is internal. In external link you should have or you should make sure that there are descriptive anchors. Uh now in this case you don’t really need like a proper description because this is just the source of the image. But let’s say if you are uh saying that okay you got uh or you sourced something from a university page or something like that just make sure that uh there is like a decent description in the text of the link. Uh FYI this text is called as anchor text. More about that later. And internal link. So this is nothing but um these are links that goes around your website. So for example this is an internal link. technical SEO start by conducting this audit, right? Um, onpage SEO, this is an internal link. Now, if you notice, onpage SEO is a good secondary keyword over here as well. But at the same time, this is also going to uh the on-page SEO tutorial that HubSpot has uh which talks more about u uh uh like how you should do it and essentially uh um like uses onpage SEO as a primary u what do you call it primary keyword over here I believe at least I guess it does but yeah this is an internal link right and having a mixture of both internal and external link uh is very important when it comes to your uh particular uh onpage SEO and finally we are at secondary keywords okay so there’s a bunch of things before I get to secondary keywords I’ll just quickly go to that okay so this is like a checklist we’ve been so if you’re asking like how the density works this is like a checklist now in density you’re essentially trying to make sure that your primary keyword is at least mentioned um let’s say if if your content is in thousand words you would want to make sure that your primary keyword is mentioned at least five times or 10 times somewhere around that that’s essentially what it is so as long as you have that you’re good to go that’s all that matters so uh in addition to and that’s essent essentially about the density in terms of variety whenever there is scope wherever there is scope you can definitely use different variety of keyword as well. So these are optimization checklist based on applicability based on where these things are applicable and how it is going to make things more helpful. You will have to take a decision. It’s not like okay just because I have put it in the checklist you have to follow it by default. That’s that’s not how optimization works. It’s quite subjective because at the end of the day, you want to make sure that the content is helpful, genuinely helpful to the users. Think of it from the perspective of the users and the Google bot. Let’s now get into content outline. So, this is again an example. We are still going to build this, but uh this is like a quick example of an outline, right? So introduction uh this is where you are going to explain like a quick introduction about what the content is going to be. Keep it short but at least have something around that. Um and uh then u like from here you start with the your secondary keywords or different type of content. So use H2Os to divide your content into different uh subsections. So what is technical SEO is one uh technical SEO todos. Um then these are like further uh list within that complete technical SEO checklist, essential SEO uh tools. Um and like these are like subsections, right? Subsection of the content so that it is like a very quick outline. Now this is not the actual content as you can see. This is just describing what the content is supposed to be. Why is this important and why is this needed? So this makes it easier for you to then create the content that you want and that’s the main purpose of this. There is another example somewhere that I have of yeah this one travel deals content outline. Let let me just use this. Okay. So this is another example. Travel deals is the primary keyword. These are secondary keyword online travel deal, best travel deal, uh holiday deals, uh flight and hotel deals. Right? So this is the URL slug, title, meta description, uh word count determined based on keyword competition. And now this is the content outline introduction. Um then H2, uh H2 basically travel deals and how to find them. uh H2 over here is discover India’s top travel destinations right so as you can see very different from what this content outline has but at the same time this is just like a quick outline of how you can uh structure your content so over here like top travel destinations some suggestions around that uh uh types of travel deals uh upcoming holiday deals uh secrets to snagging best travel deals so on and so forth Right. So this is how you can like uh this is what a content outline typically looks like. So let’s create one of our own right now. Uh, this is actually a pretty good example to be honest, the HubSpot one. Uh, W3 Schools. This is a pretty good website for learning HTML. So yeah over here if you notice uh audit fundamentals is the first subsection. This is the H2. Uh the second H2, the third H2, the fourth H2. Right? So there’s like a quick outline that they have mentioned over here. Clickability checklist. Within this, they have H3s, right? And uh then they have the content for these H3s. So that’s like a quick example I would say of how uh um they would create the outline first then the content comes in later. So let’s just create a quick outline right I’m just creating a quick copy. And this one is for gadget bazar. I actually like the domain name gadget bazar.inh. Interesting. You can definitely tweak it a loop. It’s It’s not mandatory to have it the be the same. You can definitely tweak it. Okay. So, let’s start with this one. Best 1.5 ton AC. So I’m building a content outline for best AC. Uh we had selected some secondary keywords. I’m just going to paste this over here. Yeah. So these are just some examples that I selected. I don’t necessarily need to just go with these, right? um page title. Some of you may be wondering why am I doing double work? But this is uh the content outline. So it is important to have it in a single space. Okay. So word count to be determined based on keyword competition. Let’s just take a quick look. Okay. So, let’s take a look. Uh, Hindustan Times has 4,900. Um, this has 2,500. Um, around 5,000 over here. So, I think a good ballpark would be close to around 3,000 words. Yeah, that’s a hefty one. But yeah, looks like everyone is upping their game in the number of characters. Now, based on these checklists, I want to create a content outline. Now, as I mentioned, I’m going to take a help of chat GPT over here. So, this is what I’m going to do. Um, I want you to create a content outline for best AC 1.5 ton. provide me with uh u various H2s and H3s within those where applicable with the context of India. India and uh consumers looking to make a purchase or decide which one is best. Okay, let’s see what it gives. Pretty interesting stuff. Okay, I like it. I like it. But is this good enough? How do you decide that? That’s something that is important to do. So, let’s do that. So, we already searched for this keyword. Let’s look at the websites that are already ranking for it. I’m going to go with Hindustan Times over here. Gadget 360. Um, let’s see live mint. This is good enough. Right. So now what I’m going to do is I’m going to uh just take a quick look at the topics or the subsections that they are covering and see if there is something missing from the ones that chat GPD suggested so that I can also cover those. So it has direct list um it talks about what are buyers saying on Amazon, why choose this product, specifications. Okay. So, what do we have? Why choose this? Uh, best. Okay. Brand name, model, pros and cons, price. I think this is pretty good. Key features to look for. High efficiency, inverter noise level, air quality. Yep. Uh, budget friendly options. I think this is also going to be something pretty good. Uh, installation, maintenance, customer reviews, testimonial looks good. Uh I think more or less we have covered a lot of these things. What are buyers saying on Amazon? Why choose this product? Um yeah, looks like that’s pretty much what they have over here. Surprisingly, they are ranking pretty well, but that’s fair. Okay, so they literally just have a list of products over here. Nothing um I can take from uh Yeah. So it tells you like H1 how many H1, H2, H3, H4 etc it has. So detailed SEO the extension link is present in the tools and resources of the session notes. Okay. So over here um again it’s like it it’s pretty much a copy paste of instant times. Oh my god. Okay. So, I think I get the gist of it and I feel like what charg shared is pretty good. Uh, so I’m basically just going to use this. Uh, but I’m going to edit this a bit. So, let me just do that. Um, let me just paste this over here. Oh yeah. So again, uh it it’s not a very good formatting, but ignore that for now. Introduction is missing, but that’s okay. I can always add that. Hry explain what this is. Yeah, I think this is pretty good as an outline to be honest. Um, uh, I can probably add some options with all of these, mention some of the brand names. uh in terms of the secondary keywords that I had best split uh AC 1.5 ton I think there should be something related to split that uh okay so nothing related to split is it noise level air quality types of AC I think that is missing in this h types of AC is missing So I can basically add that as a H2. So this would be window versus um right so typically like these are the three that they are there I can talk about those um but yeah that’s pretty much it so once I have some semblance of understanding for this I can just make sure that uh um I have a clear understanding of okay what the content outline could be and once I’m satisfied with this uh the next step is obviously adding this link back to my SEO plan over here so I’ll just add the URL over here and my outline is ready right so now how do I go from outline to content I’ll talk about that shortly but Uh that’s basically what I would do with the content outline and uh yeah like I pretty much just quickly use chat GPD for this. Some of you may be wondering like isn’t that going to pretty much provide the similar type of content to others and all. Uh you should be reviewing the content uh outline again the reason there’s a strong reason for creating outline and not the content directly. I could have asked JGBT to create the content, but I did not do that because I first want to make sure what I’m actually going to write about. And now here’s what I’m going to do, right? Uh I to create this content, I’m basically going to go step by step. Now, if I just told Chad to create the content, what it would have done is it would have created a content with maybe 500 words or something like that. And that’s not what I want. my competition has 3,000 to 4,000 words. I will be nothing when I do that. So to actually beat my competition, what I would do is I would ask RGP to write about each section individually and then go from there. So uh the next prompt I would say okay uh let’s write a quick introduction keep it within 0 to 100 words and uh uh talk about uh like a quick introduction about what we are going to talk about and uh then I’m going to ask it to write this one for me like uh what uh explanation of what this means uh what are the room sizes uh benefits etc. Um after that based on these uh if there are specific models at a top that I can identify I will just share that and I will ask it to write the features. U now the question is will Google not detect AI content and restrict it. So this is where the differentiation comes in on how you use AI for doing this. In today’s day and age, if you write content yourself, that’s perfectly fine. But you will end up spending a lot of time um in uh creating content while your competition will just use AI. And if you use AI, there’s going to be duplicate content. There’s going to be AI content. There’s going to be restrictions. There’s going to be plagiarism as Mahesh mentions. So how do you uh make the better of these two worlds? The answer is by ensuring that you’re leveraging AI while making sure that the prompts that you’re using is personalized and customized for your own type of content with little modification. Yes. So how are we going to do that? Uh think of it in this way. When we look at different websites, we all of a sudden in our mind get a tone. Let forget about website for a minute, right? Look at any videos, look at any people who are uh mentioning something on a video. Uh the way that they talk about it, the way that uh they add the tone to it etc. is very different. Uh so when I talk about let’s say someone like uh u let’s say karim minati u you would know that uh he’s someone who’s going to um essentially talk in a certain way wherein like he’s just shouting a lot and uh being quite expressive and being like okay or something like that right and uh then if I let’s say talk about someone like technical guru he that person he’s going to be very different. The way that he talks is going to be very different. There’s a tone. There’s a way um that he would say certain things. You can actually uh do the same thing with your content. Now what about AI content then? So Google is not against AI content. What Google is against is plagiarism, duplication as well as blatant disregard to being helpful. That is what Google is against. So how do you deal with that? How do you work with that? The best way to deal with that is by making sure that you’re providing content that is useful. You can actually generate useful content using AI. and uh in addition to that making sure that there is a sense of personalization along with that content. So there is uh something that Google has for all of these things there there are certain parameters that Google uses and that is what we are going to do with the particular content creation as well. uh but uh yeah that’s uh basically uh how you differentiate distinguish and make sure that you’re uh getting the best uh in terms of content while also being efficient. So uh but yeah essentially this is what content outline looks like. So the next part is what about the content? How exactly do you proceed with the content? did talk a little bit about it in terms of content outline. Uh but the next thing that I want to talk about is content creation itself. So let’s try and understand some of the things around content creation and uh essentially uh how you can also leverage AI or gen AI along with that. So we have seen that Google’s mission is to organize words information right. So this is something that we all make it universally accessible, useful and whatn not. So from this one thing that we understand is that we have to provide the best possible information for the keyword that we have selected. So whatever the keyword is, we have to provide the best information possible or the best content possible. So a good content has to be clear and precise. So these are some of the things that you should keep in mind even when you’re using Gen AI. These are some of the very important things. It has to be clear and precise for both readers and search engines. So this is a very important factor, right? So a lot of times we forget that the content that we are writing is for two different types of audiences. One is your human readers. People like us, you, me, everyone else, right? uh all of us reading the content and second is the search engine funny enough because uh they are the ones who will decide what is the rank or what is the position we are going to get. If the search engine will not understand the content then that’s a failure and if the readers will not understand the content then also it’s a failure because both of these are actually interconnected. So uh second is you should also make sure that you’re reducing bounce rate. So what is bounce rate? Uh bounce rate now while Google has mentioned that this is not one of the ranking factors or primary ranking factors. I’ll talk about ranking factors later, but essentially a bounce rate is something wherein someone has visited your page and then they did not visit any other page or left your page after just a few seconds. And that’s a very common thing. uh often times we visit a page and if we are not getting the information that we want we are like okay I’ll I’ll visit the second page that shows up in the Google search result because we have so many options and choices right we don’t want to just visit one page and get the information if if that information is not available so it is very important to reduce the bounce rate so you’re just like going to the website and going back again going to the website going back again so that’s that’s like you’re bouncing back and that’s what is called as a bounce rate. So let’s say if the percentage of people who have visited your website and then uh bounced off is maybe 20%. That is fine. That means out of 100 only 20 people bounced off which is an acceptable number. But if out of 100 90 people bounced off that’s alarming. That tells you that okay that’s not a good number and that is something that you should definitely work towards to make sure that you’re reducing that and that’s what it means to reduce the bounce rate. Third is increase trust. So SEO should also enable us to increase trust. It’s not just about you know putting the data or content out there but it should be trustworthy content. How can you do that? Uh there are multiple ways of doing it. Uh you can definitely try to make sure that you’re using sources that are well vetted. Uh you can also provide links to the sources. You can also uh talk about where you got specific data points, right? And then there is like essentially something that gets attention and backlinks. So this is what off- page uh SEO is about. But uh this should be something that people actually genuine gen genuinely like enough that they are also sharing with others. Um and uh at the same time because they are sharing with others it is also generating backlinks. Right? So that’s uh essentially what happens with good content. What exactly is bounce rate? Right? So bounce rate is let’s say when I go to Google there are five different results. I went to the first website I did not f find what I was looking for. So maybe I wanted a recipe for idli and when I went to the website it was talking about dosa. I’m like okay I don’t want this. So I go to the second website. So for the first website I have bounced off it. And that uh means like uh and now if let’s say out of 100 people uh 20 of them are doing the same thing that means the bounce rate is 20%. If 90 are doing the same thing that means the bounce rate is 90%. And how do you reduce bounce rate? There are multiple ways. One way is to make loading time faster. Second is to make sure that the content is much more relevant. As it says good content has these following effects. Right? So u making sure that it is more relevant. It is clear, precise. It is offering the information that uh people want. It is not filled with multiple popups etc. It is not filled with advertising like a lot of news channels or news websites today are right. So that’s that’s the main thing that’s how you reduce bounce rate. Google eat. So what does it mean to have quality content? So this is something that you may have heard me say quite often. You should have good quality content. Anytime you’re looking at SEO, they will say good quality content. But what does good quality content actually mean? So for that uh Google has laid out something called as E A T experience, expertise, authoritiveness which together brings trust. So um now the way that Google scores this is a bit different. Now does this mean like this is a ranking factor? No, this is not a ranking factor. But this is a guideline provided by Google to their quality raers. I have a link or URL to the exact document which also shows this thing and this is like a official Google document, right? But uh over there you can check how they want their quality raers to review or validate a website. And this is a pretty good metric to look at. The reason for that is because this this is not a metric by itself, right? But this is a pretty good guideline to go with because this will help you ensure that whatever content you’re creating is of high quality. Now what does that mean? So this is an excerpt directly taken from the document. Right? So what does all of these mean? So when it comes to experience and expertise, this is of the person creating the content. Keep in mind this is much more closer or much more relevant for blogs. This is not relevant for the product pages. For product pages, as long as you have uh details and definitions of uh the companies etc. that will help. But when it comes to the blog part, making sure that the experience and expertise of the person who has creating the content is also mentioned over there or uh there is some level of trustworthiness around it and uh then uh the authoritiveness and trustworthiness of the creator of the content, the content itself and the website is also taken care of. What does all of this mean? I have a checklist for you so don’t worry about it. But basically what this means is that experience and expertise of the person is something that should be there and at the same time the website it should uh through its content show that it has good uh authoritiveness and trustworthiness. So typically this is what the document shows. As you can see by combining authoritiveness, experience and expertise uh you create trust. So this is the source of that. This is this link has uh uh like this is always updated. So if they have made some change. So see it is update last updated on March 5th, 2024. Uh you will notice like all the different things that it talks about in terms of um the quality of the content, right? And how quality rating overall works. So u read it at your own pace or whenever you want. And in this if you notice there will be the mention of eat right and it talks about what each of these mean. But let’s uh like for example online stores product reviews etc for the trust experience expertise authoritiveness etc. Right? So it mentions all of these. So you can definitely go through it but I’ve also created like a quick checklist for all of you uh to like ensure that you are good with eat as well. So this is the checklist for Google eat right. So now is this checklist exactly what you should be doing? Uh the answer is that it depends right. So this is a checklist uh this is more like a general checklist. uh you have to follow them based on what is applicable uh and uh obviously not everything is applicable everywhere right so you can keep that accordingly so uh essentially what this is all about is on your website you need to make sure that you have an about us page a team page and an author page what are these three about us page everyone whenever you go to a company page or a website a page where they are talking about their company uh their business or whatever their website is all about right they would also in that same page mention or show details of people who are actually contributing or working in the same company so it could be CEOs etc or if it is just like a blogging website you can just have details about you your and yourself right so that’s basically what is expected here and when it comes to author page this is nothing but a page of the person who is writing the content and all the set of different contents that the person has written. Uh I will show an example of this as well. So this is a website that I had created as a test u and uh I’ve basically uh tried to follow the eat things right like Google eat uh guidelines. So over here this is the author page that I’m talking about. So just something that has like a quick uh description about you, who you are and all the topics that you have written. So this is what an author page is all about. Now uh collaborate with known people. So essentially make sure that uh um if there are people that you know or who are highly uh good in terms of a specific field that you’re writing about uh mentioning them or uh having them linked or collaborating with them for writing some of the content will also improve the authoritiveness and the trustworthiness of the content that you’re writing. It would also make sure that uh to highlight to Google that the content is vetted by an actual expert. Keep your content clear and straight to the point. Of course, uh this is something that I already talked about. Um add your personal opinion or scenario to the content. Now, this is where experience comes in. So, expertise, authoritiveness, trustworthiness, that’s there. But experience part of the eat is more about not just telling about something but also adding your own experience so that c uh like let’s say users who are visiting your website can relate to what you’re talking about. Uh make sure that the content is regularly updated of course so that uh people uh know that whatever you have written is updated accordingly. Uh link to highquality sources. So you should also provide external links to websites like let’s say government websites, research websites, research papers etc. Uh or even the high uh like big news media outlets also works in this case but these should be highquality sources for something that you’re citing. Um consider multiple viewpoints not just like a single viewpoint but essentially talk about it from different perspectives uh different uh uh uh people etc and obviously manage and maintain your brand’s online reputation. Uh so this is essentially how you make sure that Google can trust your website. So that’s a little bit of what I have tried over here. I wouldn’t say it have successfully done it but uh a quick example over here I’ll I’ll show in this particular post what do solar panels do understanding their function and how they work right okay so in this case uh if you notice there’s like a bunch of different content but I’ve also added sources so US department of energy uh national renewable energy laboratory uh international energy agency like these are some highquality sources from where I have gotten the content. So that helps increase the trustworthiness of what I’m talking about. There’s a lot of different data. There’s a lot of different information available over here. And I’m mentioning like where I actually got them from. Right? So that’s essentially what Google eat is and how you can like work with the quality of uh the content or that’s like a quick highlight of the content uh part or the quality content. Next, let’s understand what are the types of content. So, this is something that I kind of uh uh talked about a little bit, but typically for each keyword, you need to decide what type of content you’re building. The most popular content are usually let’s say product pages or blog posts etc. But there are also glosseries, slideshows, directories, videos, etc. video. The most popular one is uh your uh uh YouTube for example, right? Like there’s like a bunch of videos over there. So videos, a good example is uh YouTube. But what are glosseries? I’ll show you a good a pretty good example of a glossaryy, right? This is what a glossery looks like. So it’s like u Darwin Box has a HR software. So HR glossery for HR term. So what they basically have is a bunch of different HR terms and then for each of those they have a individual page. So absentism policy is a part of HR and they have like a meaning and definition around it. Now u there is something around this that Google has also released which is called as thin content. Uh so what that means is when the page has very little content just like this one and this glossery has been one of the ways that a lot of websites sort of tried to create a bunch of different pages to rank themselves. Uh but obviously um it isn’t it like now Google has sort of caught on to that and that’s the reason now you will see glossery pages which isn’t with thin content anymore. So for example uh appointment letter over here as you can see this is not thin content. What is a thin content? Thin content means content which is very less in size. This is a very good example of that. And then uh normal content is something like this which has decent amount of content written for the same with examples and all of these things. Right? So that’s what a glossery is all about. And uh that is what like a glossaryy content is all about. It’s like a blog post but it’s just defining different content or different part of things. So let’s say if you are into HR software or something like that you can have a glossery for HR related things. If you are into masalas like kudwa is then probably you can have a glossery related to different types of masalas or different type of ingredients or different meanings of different ingredients as well. Right? So just an example but that’s essentially what it is like a product catalog not exactly more like a definition and a meaning more like a dictionary if you will uh for that particular industry so just like these right so it’s it’s not something that has to be a part of your actual menu uh but you can just like have something over here so I’m sure they have like a glossaryy link over here so HR glossaryy right so you can have it as a part of your resources and then you and have all of those links. So within HR glossery as you can see the uh glossery items comes up. Yeah. The terms HR glossary terms. So agile HR absentism policy appraisal each of these are like as you can see there are so many different type of terms right wage r wellness program work life balance workspace bullying etc. All of these are the primary keywords over here and that’s what you talk about. Um under resources over here also we will have the glossaryy. Every website has a glossy page not really but uh it helps to create multiple pages and when you have multiple different pages the chances of you ranking for some of those or having those pages get organic traffic increases thereby helping your website gain authority. So uh it’s one of the way u in fact there was a name for this method uh ski slope method if I’m not wrong. So it’s a strategy a SEO strategy that is used by a lot of websites especially SAS software websites or B2B websites which just want to have pages for different type of things. So yeah that’s like what glosseries are. So that’s how like uh these are the different type of content and uh you’re not limited to just blog post or pages right you can determine what type of content you want to build uh based on the keyword that you have and the intent that you want to service that’s a little bit on the content side what content means but let’s try and understand how you would actually fit that content on the website and what exactly the site structure what does a site structure mean so just let’s just take an example. I hope all of you have filed your ITR if you have any income and paid nala her part right so this is clear tax this is a pretty massive website um so let’s take a look at this right so this is a website which has multiple different products so if I hover over the product I can see they have um uh products for in like individual you know indep independent products. So that includes GST, accounts payable, vendor management, ITC, so income tax related um TDS, invoicing, they have product suites for finance. They have consumer products like ITR filing, tax consultation. Then in resources, they have case studies, newsletter, uh they have guides, blogs, webinars, events, FAQs, etc. In company they have about us, support, career and all. Right? So it’s it’s as you can see from just these three parts I can browse the entire website even though they have like thousands and thousands of pages. Clear tax literally has thousands of pages. If you go on Google and if you type anything related to tax you’re going to get clear tax website. That’s how big it is. So if I just go on website and if I type let’s say uh something along the lines of uh section IE in ITR3 right what did I get I got clear tax because of how massive their website is they have multiple thousands of pages talking about every small little thing around income taxation finance etc and u given Given that and given so many pages even then if I visit their homepage their structure is very clear I have the products I have individual products product suits I have resources I have like let’s say things to read learn from I have details about the company that’s it right so I don’t have like a cluster of like okay we have thousands of pages we don’t know where what is that’s not how it is and this is why a site structure is important. Another pretty good example is um websites like let’s say uh the uh content websites etc. So uh or courses websites what’s a popular course website? Udei is a popular course website. Let’s go to that. So if I go to Udemy.com for example now Udemy has if if I’m not wrong it has millions of courses but even then there are categories. So for development there’s like web development, data science etc. And then they are showing like the popular topics for photography and video. There are like different topics uh that I can look at as well. And it’s pretty much sorted right like I I I don’t need to really uh go and search for specific thing because I know like where I should be looking at. And same goes for websites like Amazon as well. Like they have literally millions and millions of pages. But still if I go to this all and if I look at the categories it’s very clearly defined. So for a website as massive as Amazon if they are able to categorize their website in such a simple way for me as a consumer to quickly browse through or get what I want then why not every other website right uh even the ones that are as small as u just starting out. So that’s the main thing and that’s the reason structure is important. I’m I’m sure they do have a good or huge team who continuously update it but at the same time uh it is the responsibility of an SEO to ensure that these things are managed and these things are prioritized accordingly. So that’s what it means to have a good site structure. So yeah like uh as I just showed you the example homepage category and different pages or subcategories on different pages under those subcategories right so that’s basically what it is supposed to be it shouldn’t be a random collection of pages but something that is structured properly now uh importance of a good site structure obviously as I said it significantly impacts the user experience so uh users experience improves, makes navigation easy, allows visitors to find the products or information they are looking for, creates a good experience. Look at all of those websites that I just showed as an example. It makes it so easy for me to find what I’m looking for. And the same goes for search engines as well. So, it’s not just about the users, but search engines too, wherein they can understand your website better. And also if you’re ch making changes to your website they will know uh in a better way as well. So that’s why it is important. Now while uh having a good structure is important the second thing to keep in mind is internal linking and that’s what I’m talking about a little bit over here. So what is internal link? Internal linking is where in addition to having that structure, you’re also linking different content on your website uh all across other pages, relevant pages. So let’s say if you have two posts, so the post one is linking to second post, second post is linking third and so on and so forth. And in some cases, post one can link to all of these. Post four can link to all of these as well. And crisscross, right? Just imagine how it works with thousands of pages or millions of pages. Wikipedia, right? Wikipedia is a wonderful example of internal linking. And let me show you why. Let’s just go to Wikipedia.org. Now, as you can see, Wikipedia um you can find almost anything that you want, right? So, let’s just see uh maybe dog breeds. I want to learn about different dog breeds. So, there is dog breed. Perfect. There’s a content for that. Let’s go to that. So, dog breed. So, it talks about what is dog breed. So it says a dog breed is a particular type of dog that was purposefully bred by humans to perform specific tasks and further details. But if you notice, it has uh certain words highlighted in blue like this one, dog. And this one, artificial selection, uh phenotype, code color, right? And then it also has breed standard. And as I’m hovering on it, it also has this nice little feature where it also shows me some quick snippet about what that link essentially has. Crossbreeds, mixed breeds, natural breeds, right? And uh as I’m scrolling through this, you can see there are so many internal links available. So what are these internal links? What will happen if I click on these links? So if I click on artificial selection for example, it opens another page on Wikipedia which talks about what is selective breeding or redirected from artificial selection. Right? So what exactly is this? This is nothing but how internal linking works. So you are providing context or information about different topics that you’re mentioning in your content and if its pages are available. Why is this important or why is how is this helpful? So think of it from the perspective of a Google bot. For a Google bot, what happens is if uh it comes to your page and it sees that on that page there are links to some of the other internal pages, the chances of it visiting those other pages will increase. If it visits those other pages, the chances of it indexing those pages will also increase. Now, this is not a concern with most of the smaller website. If you have a website which has like maybe 10 20 pages probably it’s not a big concern for you. But if your website has hundreds of pages, in that case it is very important to have a good internal linking structure so that the crawler can actually um establish a good connection between multiple different pages of your website and thereby increase your chances of getting indexed faster. If you’re making changes or updates to your website, getting those updates published faster and um essentially making sure that your website is presented in a proper fashion and improve its success rate. So that is the main point of internal linking. So in this case, even as a user, if I hover on this, it’s actually not providing a bad experience for me, right? I’m like okay it is explaining certain terms and things to me which I may not have understanding about but what if every single thing was linked and then if I have to click on it and uh understand that okay it is not even talking about what I want now that is bad and that is a very poor uh user experience so that is something that you should avoid essentially Think of yourself as a user. Put yourself in the user’s shoes. Even though there are so many links here, I’m okay with it because I can get its information very quickly. But let’s take a look at another website. Uh let’s take a look at money control. I I have often seen a lot of links that it has. But typically what happens is uh let’s say if all of these had a bunch of links to world street, Don Miller, Don Lemon, Elon Musk etc. and if it did not provide me information instead I had to click on it that’s a pretty bad experience for me now and that is something that you should avoid. But instead let’s say if had it had like it currently has what like maybe uh 300 words or 500 words not a lot. Oh my god, so many pop-ups. So, um, not a lot of words, right? So, in this case, if it has maybe five, uh, three to five internal links, I would be fine with that. Uh, unless and until it was providing me information as I hovered on it as well. Now, that is another piece of coding that would be required as well. So assuming you’re not looking at doing that uh keeping for something like this keeping it at three to five internal links should be good enough but uh as long as it is relevant you can definitely add more uh overall while ensuring that the user who is visiting uh does not have a poor or bad experience that’s the main uh limit I would say uh right now I am on Wikipedia page I just came back to Wikipedia page. So that’s what internal linking is right now. Um in addition to having this site structure, uh the next thing that I’m basically going to talk about is something which is uh optimizing onpage components. So there are different on-page components. Uh I’ve sort of already discussed this. So I’m just going to quickly like guide glide through them. But in addition to having those internal links, it is also important to make sure that you’re optimizing your content, it is very important to have those uh other onpage components optimized as well. The checklist is already available in the session notes, but uh the title tag should or the title of the page should have your keyword and putting it in the uh front or the first words will have more weight. Make sure that the URLs are SEO friendly. Having the keyword in the URL and making it simple is definitely good. And obviously all URLs should be unique. No two URLs should be the same. Um H1 tag there should be only one per page. This I’ve already mentioned earlier but I’ll mention again. And make sure it includes your keyword. Typically your page title itself would be the H1 tag. Experiment with different modifiers like the ear, the best guide, reviews, etc. If you’re working with blog content and all, use multimedia in your blog post like images, screenshots, videos, etc., uh, make use of H2s and H3s. Optimize your image. Make sure that you’re tagging your image with the keywordrich alt text. Um like obviously it may not help with rankings but it will help you rank traffic from Google image search which is also helpful in increasing authority. Uh use keyword at the beginning of the post in the first 100 words. Outbound links uh ensure that you’re including at least two high authority or related authority sites. Outbound links internal links make sure you’re adding at least two to three internal links. Um and uh then finally uh social sharing buttons are like I would say uh they aren’t as important but it is good to have those outbound links are basically links that are external. So not of your website but of other websites. So uh for popular blogs, news websites, educational websites, government websites etc. If you are sourcing content from some of those and all you can have those outbound link one of the example that I mentioned was uh in fact Wikipedia itself is a good example at the bottom if you go of any Wikipedia page you will see all of these references. So these are sources and all of these are external websites. So Miam Webster um um like the New York Times and uh then there’s like this one other books there are like other different books that it was sourced from other websites it was sourced from right so all of these are sources so all each of these so let’s say if I want to uh go to this breed so this is an external link for Wikipedia because Miam wter is not Wikipedia’s website. So this is what it means for uh it to be an outbound link. Right? So that’s basically some of the things that you should be taking care of as a part of onpage optimization. Now we know what the website structure should ideally look like. We know um what are the things that you should include in the content. But what about the content itself? I have been sort of touching this topic a little bit playing around with it but um I haven’t really gone into it. Okay. So SEO copyrightiting I have been as I said like I have been touching around this but I haven’t really gone deep into it and that’s what I’ll do right now. So what exactly is uh SEO copyright? Why am I talking about copyrightiting here? Why am I not saying content creation? Why am I saying copyrightiting? There’s a big difference. So as I mentioned earlier and this is this is a question that a lot of you have asked as well is uh how do you ensure that uh even if you’re using AI to generate content your content is plagiarism free free and uh it does not have any issues in terms of being like a copypasted content or something like that and at the same time it is something that is genuinely helpful. The way that you sort of uh do that is not just by creating content but instead by creating content that is uniquely yours. So there are multiple ways of doing it. Uh the first thing is to clearly understand the tone of your brand or the website. What is the tone that you’re trying to set? So what is a good example of tone? What what does that actually mean in terms of a tone? Think of it this way. The minute I say that um I want to look at some content of uh maybe on the website of Narendra Modi just as an example, right? The minute I talk about Narendra Modi, any single thing that he would say, there’s a specific tone that we have for him, right? That uh he would probably first of all use Hindi to communicate and uh he would talk about anything in a specific manner. Now if he was talking about SEO pro for example, now I’m very bad at impersonation. So please have a laugh at your own accord but probably he would be saying something along the lines of SEO or something like that. Yes. Yes. That’s so like I said I’m very bad at these things, right? So uh but uh there’s a specific tone to u him to how Narendra Modi would speak but on the other hand of the spectrum um people I I feel like you might know who Karim Minati is right that YouTube uh guy like that young YouTuber who’s gotten the most subscribers I think in India right now or at least towards somewhere around that and The tone that he would use is so different. If you give the same topic to Narendra Modi versus Karim Minati, you can imagine the conversation and the way that they would say. He would say Narendra Modi would say it in one way and Karim Minati would say it in a different way. And the difference over here is the tone. So even when you’re writing content for SEO, it’s all about that segregation and identifying what is a tone that is uniquely yours. So that even when you’re writing that content or creating that content, it will be something that is actually genuinely yours. There are literally hundreds if not thousands of way that you can talk about different things and different topics. So u and given the type of different topics that exist there is a very high chance that you will um actually face any issues or any challenges in uh the plagiarism check and that’s where the copyrightiting comes in like a brand identity. So that brand identity, brand identity in terms of the tone for your content is what it’s all about. So I’m not going to uh go too deep into the tone. That tone is something that you have to identify yourself for the content that you’re creating based on the brand that you’re working for. If it is a personal brand, you can create that tone based on what or how you wish to communicate. If it is a specific brand or a business then you can define how that brand should be communicating as well. Right? So uh but apart from that let’s try and understand from the SEO perspective u what copyrightiting or SEO copyrightiting actually means and how it can influence your content itself. So this is a very good example. I I personally love this. So on the left hand side you can see this is a content that is written for search engines. So your maybe your focus keyword is lose weight fast. So it says if you want to lose weight fast you need to cut calories. Cutting out desert can be tough but it’s important if you want to lose weight fast. And if you’re looking to lose weight fast here are five tips. For me as a user, if I read this, I’m like, what is happening? I will probably exit the website right then and there. But for a search engine, the search engine or the bot or the Google bot, what it will see is it says lose weight fast, lose weight fast, lose weight fast. So probably it’s a good website, right? And that’s why what it will do is it will see uh it will try to show this to a few users. Now all of a sudden what happens is users go to this website and because they are like me maybe they will be like what is this what is even happening and they will bounce off it the ranking maybe it was good at one point of time but it starts to go down again and that’s basically what happens here. On the other hand if you’re writing content for human so want to drop those excess pounds look no further than the tips in this post. Here’s where you learn how to reduce caloric intake, burn excess calories, and more. Sounds human, looks interesting for me as a human. Looks good. But if you notice, no way does it actually talk about losing weight fast. So while it is good for me as a user, it’s probably not good for the Google bot. And creating the balance between these two is what it means for content optimization or creating uh SEO optimized content. So you don’t need to use those keywords multiple times as long as you are able to use that keyword even a few times while maintaining the keyword density and as well as ensuring that your content is talking about that specific topic. you are good. So for in this same thing, as you can see, want to drop those excess pounds? Look no further than the tips in the post. Here’s where you’ll learn how to eat healthier, burn excess calories, and lose weight fast. Uh that’s basically uh uh what an optimized content looks like because not only is it written for the human users like all of us but it’s also written and ensures that it’s also talking about the robot. Now why is this important? Now, this is related to bounce rate a little bit, but um you basically don’t want people dropping off your website, right? Because the entire purpose of ranking on SEO is so that people visit your website and then spend time on your website. You’re not creating a website so that people just come to it and go off. And that’s where bounce rate comes into the picture. So, Google uses bounce rate where people leave your page after spending a few seconds as a ranking factor. to avoid this um there are some methods that I’m going to talk about as a part of copyrightiting but as you can see under 10 seconds typically your ranking starts to sink but above 10 seconds the more time that the user spends on your website the higher your website rank would go nowadays most of the good websites on average I see that their uh average time spent again depending on the website if it’s a content based website typically 2 to 3 minutes is very normal on average. So that means there are some users who also spend 10 minutes, 30 minutes. There are some users who spend only a few minutes or even a few seconds but the average is that um now I’m definitely not considering the social medias that available on your phone and all that’s like next level and uh that’s anyways not something that would should be your goal either but it’s all about trying to maximize the average time that a user would spend on your website. Uh the first thing about uh your content is it is very important to make sure that your content is properly structured as shown on this over here. Right? Like if you have a bunch of different part of content making sure that making sure that there is like a table of content or something like that so that it is easy for people to quickly go through the different segments of the content that you have as well. So it is important to make sure that the content is properly structured as shown on the right side. A good way of finding structures for different topics is look at courses or course pages and how they answer so many questions. So this is an example that I had added of code academy and uh as you can see over here it is very like simple. it it shows like what are uh the overall syllabus how it has added like different different pieces of content and all right but overall there is like a pretty good structure for something so massive so if I just go to maybe okay yeah I think I’m not able to do that right now but anyways uh basically what I want to show is like how structuring your content is pretty important impact if a user spending less or more time on our website. Does it help in discoverability? Not exactly. This is something that Google is tracking about your website, right? So, Google also tracks how much time a user actually spends because if a user is exiting your website, the chances are they are going back to Google and that tells Google that uh so imagine this. Imagine that you are ranking for a keyword like dog breeds. We we just looked at dog breeds, right? So now if I go on Google and if I type dog breeds, right? And if I scroll down a bit, there are uh these two websites AKC and Pedigree. Now what happens is uh for me as a user I maybe I went to AKC’s website and I did not like the content and then because of that I came back to Google and I went to bed’s website I like the content I stayed there. So if this is the same thing that uh let’s say now maybe the number of people who search for dog breeds in a month is 100 and if all 100 people are doing the same thing wherein they are going to this they are spending very less time and then going back and then going to pedigree that tells Google that uh Google is not able to provide the necessary information and uh the one at the top AKC is probably not a good website because pedigree is the one that everyone is going to and then not coming back. So that way Google will then rank pedigree on the top and then lower the rank of AKC. So this is why this is like a very oversimplified example but this is essentially how the time that a user spends on your website affects the ranking. So I talked about structuring a little bit right like it is very important to structure your content properly. So for example over here also what are stocks understanding stocks etc. This is like a well- definfined structure. So if I want to visit or go to any of these sections I can do that. Now the second thing is now this is a tactic right this is a tactic that I personally uh like but you can also use a tactic similar to this. So this is called as bucket brigades. Bucket brigade is a old copyrightiting tactics. There are multiple copyrightiting tactics. You can just ask charge about that uh copyrightiting tactics for sales letters for example and it’ll like give you a list. Let’s actually do that. I think I have charge open right now. What are copy list top copy writing tactics for sales? Yeah. Uh let me just give it an example. This is where you like keep modifying or changing the prompts like bucket brig. So these are some of the different tactics right like bucket brigades aid pass social proof scarcity and urgency powerful headlines storytelling benefits over features. So there are multiple different tactics you can go with a tactic that you want or you feel good with. There are like they have uh it has shown 14 but there are like a lot more other tactics that you can work with. So I’m going to talk about bucket brigade because personally I prefer this uh but like you can go with the one that you feel could work well for you. So now uh as for bucket brigades let’s look at this. So, for example, over here, bucket brackets. What is this? It’s an old school copyrightiting tactic that were originally designed for sales letters. All you need to do is find a spot in your content where someone might hit their browser’s back button. What does this mean? So, imagine now as as you might have seen when you’re writing content, you would be writing like thousands of words. when there is so many words for someone to keep scrolling through all of them it takes a lot of time and effort and uh there are a lot of chances that after one or two paragraphs uh they would just click back. So you need to identify what those segments or sections are. Um and this could be based on and this could actually be very subjective, right? It’s not necessarily like after every paragraph you have to add it but it it is something that you should definitely look into and based on that in those segments you can add a bucket bracket. So some of the examples are now uh these are like short copies to help people stick to the content or stay around for a longer period. So some of these examples are here’s the deal. Now what’s the bottom line you might be wondering or something like these over here as well right? It really just erases feelgood chemicals. Uh communication is simpler. Right? So these are the things like as you can see I have actually highlighted this um probably I highlighted it too well. It feels like it looks like almost a part of the uh headline. But u as you can see this is a bucket brigade. After two paragraphs it has a bucket brigade so that people can stay connected. This is a continuous content. There is like uh there isn’t like a proper break in a content over here. But this is like a continuous stream of content. The same second chemical is this. So why is it that we are so quick etc. Overall it’s all about making sure that people are staying connected with the content and you are expanding the amount of time that they might spend on your website. So that’s the main purpose of bucket brigades. So there are some example articles that I have linked over here. I don’t know if these are still live. Oh yeah, it is. Apparently it was updated recently as well. And if we look at it, why we overthink take action now. If you’re overthinking an idea and all like this was not necessary, but it helps people who are just quickly scrolling. And that’s what I’m going to do right now. If I scroll down a bit, okay, there there’s some quotes and I keep scrolling. Direct your attention elsewhere. I’m not even reading this. So, what does this mean? I will read this probably. If I scroll down further, stop talking about it. Maybe I should read this. Right? And that’s essentially the part of it. These are these are not exactly headlines, but instead these are more of something that would help users still stick to the content. So this is one of uh the methods. Then similarly there is a agree promise preview. So in this you’re essentially agreeing with a viewpoint that someone has and then you’re promising more details around it and finally you’re also previewing what you have with some of the insights. So over here for example uh the content is music improves well-being and quality of life research suggests. So it says uh uh this is where it is agreeing. So let’s say if someone came to it they want to know that okay music actually improves well-being. They are talking about a pre a review of 26 students finds uh benefits of music on mental health are similar to those of exercise and weight loss. Okay that means it agrees with me. I agree that okay well-being of uh people improve with music and it has a review around that. Awesome. Uh so music wrote the late uh Oliver Saxs has a unique power to express inner states or feelings. Music can pierce the heart directly needs no meditation. Looks promising. A review of this conducted across several countries uh has found that music may provide a clinically significant boost to mental health. Okay. So let’s try and understand. So the context over here is from this from this particular paragraph I get the context that okay if I scroll down there’s a high chance that I will be able to uh get insights into this particular review and this is like a quick preview of the content itself. So that is essentially like these are just some examples but as you saw there’s like bunch of different ways that you can work with different things. uh aida formula attention grab the reader’s attention with a compelling headline interest provide interesting information desire highlight benefits action end with a strong call to action and this is a very common theme that you would also notice with a bunch of different content today uh pass social proof scarcity urgency all of these right like you can work with uh the one that you feel or think is the best. But uh this is also uh something that you can use for creating content. Now what does that actually look like? Let’s try that out. Um so I’m now going to go back into content creation, right? Gadget bazaar and I’m going to go back to creating the content for this one. Best 1.5 turn AC. Okay. So let me actually it is but it’s it’s not that good of an example. Yeah, this is something this is something that I added as a screenshot as well. So yeah, over here uh this isn’t a long content either, but as you can see the psychology behind social media. There’s some content, some more content, and some more content. This is when you don’t use bucket brigetting. It’s boring. So, I’d be like, “Okay, what even is this? Should I even read this? What is this supposed to be?” But now add those uh bucket brigades back. There’s a high chance that I might actually read it. It releases feelgood chemical. What does this mean? It’s interesting. It’s something uh that makes me read at least the first couple of sentences. Communications is simpler. Yes. Okay. How is that simpler? Self- fulfillment. Nice. So that’s the main thing about bucket brigade. It it adds elements in the content at the specific pages or spaces where people might just skip your content and uh that’s the main part of bucket brig. Now the best part is uh using AI, right? So that’s again this is one of the form of copyrightiting and these are so subtle that um like you you don’t really see it because of how subtle it is and that’s how it is supposed to be as well for a user it should not be like okay what is happening the user should be able to go through the content uh normally right so um now I’ll show you some quick example Create uh 100 uh 100 is too small. 200 word content around um white sneakers while using bucket brigades method. Okay. Yeah. So this is the bucket breaker method. Right now what I’ll do is do the same but with a method instead of bucket brigade. Yeah. So, if you notice over here, it’s more conversational. Why everyone needs a pair of white sneakers? Versatility at best. Comfort meets style. Ever wonder why white sneakers are so popular? Uh, easy maintenance. Think white sneakers are hard to maintain. Affordable luxury. Okay. Uh over here the must-h have shoes for every wardrobe. Okay, why are they must have? White sneakers are the ultimate fashion stable. Okay, why white sneakers stand out? So it’s like talking more about it. Uh creating a desire around it. The perfect blend of style and comfort. So that’s what sneakers are. Action elevate your style today. Ready to transform your wardrobe? Do this. Right. So it’s just a style of writing as I said both of them are talking about the same thing but in a different way and both of them are unique content individually. It’s all about using different methods or it’s all about using different uh ways of copyrightiting so that your content can be uniquely yours. Now, in addition to this, there are a few other things that you can also use to make the content actually uniquely yours. And that’s what I’m going to show with this example. But uh let me just show you what it would look like with this. Okay. So, I’m going to open this content outline and let me also open the earlier. Okay, perfect. So, this is what Chad GPD told us previously. Okay, so let’s do this, right? Um, I’m what I’m going to do is since it has already created this outline for me and it has some previous context of what I was trying to do. So what I’m going to tell is uh I want to write so let’s do it this let’s write content for uh this content outline. So, what I’m going to do is I’m going to say let’s start with um this one. I want you to create content that is um uh that is engaging. uses the bucket brigade sales copy writing style and um um uses the tone and voice of um voice of PhD. Let’s just do Elon Musk. Tone and voice of Elon Musk. Let’s just go crazy, right? Um, so in addition to this, what else can we say? Yeah, let’s just try with this. Let’s enter. Just look at this. Understanding AC tonnage. All right, let’s cut to the chase. What does this mean? Why should you care? In the world of air conditioner turn, which refers to the cooling capacity. Simply put, a 1.5 ton AC can remove this of heat from your room in an hour. Think of it as a cooling superhero with the power to make even the hottest Indian summers feels like a breezy autumn day. Nice. So, uh that’s the thing, right? Like you can go nuts with this. Like there’s so many different things. Now obviously if you notice it uh it while it is nice uh probably I would want it to be a little bit more descriptive right so um so for example when it says understanding tonnage explanation of what it means now um so maybe if I want I can also ask it to explain this better so let’s say ideal room size for this which is good uh I want wanted to also compare or provide examples along with that. It has provided a nice example but maybe like an example comparative example I can do that or I can like ask it to do multiple different things right and then once I have said that what I can basically do is I can be like okay great uh do the next topic now and that’s what it would do. So the next topic was top five best 1.5 ton ACS in India. What was that? As you can see here, it already has the context around it. Top five best 1.5 turn ACs in India. So this is the content and what has it written? Let’s see. So um now obviously in this there isn’t like much to do with the tone and all but uh it still tries its best. Probably not something that I would go with. Maybe I can change this a bit. But that’s that’s the main thing, right? Like you can work with it, play around with it, change the tones, change the prompts and uh try to uh make it in a way that one you’re not just asking it like okay now that you have created outline create the content for me. the chances are it will not create that great of a content and two is even if it did create the content it would be very short and you will not be able to uh properly edit or work with it as well. So yeah uh that’s basically how this works and as you are doing this as you’re reiterating and iterating and working with this you will be able to come up with a proper tone and the best part is you can actually ask it to give you the prompt that you should be using for the next set of uh content. So for example, if I want to if I were to start a new chat and wanted you to create content from um just the keyword as an input in addition to the other things mentioned above. What would the ideal prompt look like? And that’s it. I have my prompt ready. It says provide a content outline detail for each section. Use a tone and voice similar to this. Makes the content is this. So I’ll just copy this prompt, use it in another one, and I’m mostly sorted. probably I’ll have to edit this again but you get the point right like this is how you reiterate and work with the prompt engineering side so that you are u essentially trying to automate as big of a chunk of your work as possible in terms of content creation but yeah that’s basically what I wanted to talk about uh the most exciting part I feel uh is uh a demo on WordPress I will just do a quick understanding of how WordPress actually works. Is this important for you as someone who is going to do SEO? Um I would say it’s not very important but it is something that is uh something that you should be aware of as well. So WordPress uh before I get into WordPress, I want to first talk a little bit about uh how a website works because often times what happens is there are a lot of things in SEO that we do wherein we just need some basic understanding of how a website works and uh sometimes I feel like that is what is missing. So let’s just talk about that really quickly, right? So often times people are like okay I need to use WordPress that’s the only way. Some people are like there should be like a custom website. There’s something called a CMS as Mahesh says and then some people are like no I’ll just create like a custom platform of my own. uh maybe I’ll use uh some of the languages like PHP, Laravel, um and um maybe I’ll build something of my own etc. Right? Like when it comes to a website, uh there are all sorts of different types or ways that you can get a website up and running. Um and as someone who would be looking at SEO, you will need to at least have that basic understanding of it so that when it when the time comes that you need to implement something on the website, you will be aware of uh uh it right. So that is something that I’m going to talk about really quickly. So how does a website work? Now think of it as a parallel to real world. What does this mean? Now um let’s look at real world and maybe let’s look at a website over here. Now in the real world what happens is if you want to visit a place um how do you go to that place? Do you go to it by identifying what is the latitude and longitude degrees of it and then you visit that place or uh do you just go on Google maps or something and type in an address and then you go to the place. So there are two things. So there are two things you’re doing when it comes to actually uh going to a place you would be doing two things not just one. you’re one is you’re actually identifying uh the place by using a name and second is by doing so then you’re visiting those coordinates. So on Google map also when you go on Google map it will actually tell you for any location what are the Google maps coordinates. So if I for example say Amazon headquarters, right? It says some Seattle or something like that. This is where the headquarters is. Now if I go to maps, what happens? It loads up the map of Seattle. And uh maybe I’ll just click for this space needle on Seattle. Now the minute I did this so typically what happens is all of these locations are dependent or based upon the latitudes and longitudes these degrees etc that you see are based on the latitudes and longitudes right but that is not what we use. So even when it comes to a website there are two parts to it. One is going to be the name of the place and second is going to be where the place is actually located and that is essentially how a website also works. So in the real world you would have name of the place and the location of the place. Now uh can you shift the name of the place to a different location? Yes, you can. And the same thing happens with a website as well. Can you change the name while retaining the same location? Yes, you can. And that’s also something that happens with the website. So, similar to this, what website has is called as domain name and it has something called as hosting or server hosting. Right? So the name of the place in the real world is nothing but the domain name on the website world or you can call it like webs world if you want and in uh terms of the location of the place that’s nothing but where the files of the website are located because at the end of the day every single thing that we see online or even on the laptops desktops mobile phones etc all of those are nothing but ones and zeros or bunch of different files that are that we access through the internet and that’s basically how a website works. So uh let’s say when you go to a website like maybe amazon.com what is happening is I while I’m going to amazon.com uh every single thing that I see here all of these buttons all of these characters all of these different like clothing items or whatever these are these are images and files that are probably stored in some server uh somewhere across India US or wherever the servers location is. Now, I’m not typing in the address of that server. I’m not typing in the IP address of that server like okay 136.1 something or whatever that IP addresses. I’m typing amazon.com the domain name. So typically what happens is in the web world or in the website these two are usually sold separately because domain name is something that you buy separately and where you want to host your files is something that you buy separately and then you join both of these or link both of these together by something called as DNS. You combine both domain name and server hosting by using something called as DNS. Domain name server right and that’s basically how a website function and how both of these are linked. Now uh to keep it simple obviously there are services where you don’t need to worry about all of these things um and WordPress.com etc are some of those services uh events uh Shopify if you have heard of it Squarespace even GoDaddy offers some of these services right like uh if you go to Godaddy Blue Host etc you don’t need to buy these things separately while they do offer you to buy these separately you don’t need to you can definitely like buy like a package a web hosting package which includes the domain name as well. HostGator is another one. Absolutely. So, uh all of these uh they offer it as a package because they understand if someone wants a domain name, they want a server hosting. If they want a server hosting, they probably need a domain name. And uh uh you don’t really need to worry about all of these. But uh sometimes what happens is you need to have an understanding of why these are different and that’s what I wanted to explain. So when it comes to right so let’s try and understand then how is a website actually created there are three types of websites typically so the first one is manual setup second is semi-automat automated and third is fully automated right now obviously this is like a broad oversimplification but we don’t need to know more than this right so if even if you get an understanding of what this is you are good to go um as someone who is going to practice SEO so let’s try and understand a little bit about what these three things are now in manual setup typically you will need to buy domain and hosting yourself and manage everything so when it comes to domain name you buy it from wherever you feel like when it comes to server hosting you buy it from some other place or maybe you use like a cloud server or something like that uh to get the ball rolling etc right and uh that’s basically what you would end up doing uh so a quick example of this would be let’s say if you’re using AWS Google cloud etc then in the semi-automated what you’re doing is you’re buying domain in yourself. Uh so uh and hosting that will be managed for you. So essentially um hosting separately and uh hosting is managed for you. So a good example of something like this is some of the services, right? And finally, fully automated. They do everything for you from domain to hosting but costs are higher and obviously you will have lower control. A good example of this is Squarespace, Shopify or even WordPress.com. Right. So this is basically what the difference is. Now as you can see I’m talking about fully automated and WordPress.com but there is also a semi-automated version of WordPress. And that is basically what I want to talk about. So where is WordPress in all of this? The answer to this question is there are two versions of WordPress. There’s not one. So the semi-automated version is something that you get from WordPress.org and the fully automated version is something that you get from WordPress.com. Now why is this a difference? Why is it like this? Some of you may be wondering this is so that WordPress can be a solution for both people who want to customize what they want for themselves and at the same time it can also be a solution for people who don’t want to bother with it. I’m also going to talk about.org part only. Uh but I still going to just show both of these. So WordPress.com is a fully u like done for you fully automated solution for you and obviously you can get started with this for free. Uh but they also have like if you want to get your own domain name or your business name then you have to pay for it etc. So there is this free plan. I think they have an explanation of what that free plan includes somewhere. Yeah, it’s just like direct setup or uh what you can do is you can go with like a paid plan wherein uh this includes a free domain name for one year. uh like all their paid plans includes the free domain for one year which is pretty nice and uh then obviously like there are other limitations on uh different things like DNS SSL there is ads WordPress has ads as well word ads apparently this is something that they launched recently oh yeah um I wasn’t aware of word ads actually interesting okay so they have this word as well. Um they have um like site logs, inapp analytics and all of these different different things right in this entrepreneur they also include Woo Commerce if you want to do shopping etc. Now the thing is uh this is pretty like good if you don’t have any um like or if you don’t want to bother with the uh going into the one and if you just want to directly start using a service you can do it. Um is element available in com I am not sure of that. I think they do have plugins capacity but I don’t know if element is a part of it. Frankly, it’s been a while since I’ve used comoo. Um, and then there’s aorg.org What happens is this is more open-source as it says and uh you typically if you click get WordPress it will ask you to download a zip file and set it up or you just uh like they also provide some recommended hostings uh that you can go and sign up with as well. So what is better essentially it depends on how deeper you want to get into it. uh for most of the simple use cases.com is decent enough but if you do want good control over the things that you want to do and you don’t want limitations uh typically this is also cheaper when you’re using it with some of these services in that case.org org is better. So what does this look like? This carbon lightning website that I was showing earlier is uh something that is built on.org. So this is the website. This is carbon lightning. Um this is a website that I have uh created using WordPress, right? Um and it’s like a very simple website. Frankly speaking, it’s not like high design or anything. It’s like a very simple website. I think I’m using element on this uh but uh yeah like that’s what it is using. Uh it has some posts from last year that I’ve made and uh yeah that’s basically what it has. So what I’m going to do right now is I’m going to access its admin panel. So to do that, I’ll just click type in wpenadmin and uh it would ask for my login, but since I’m already logged in, it just loads the dashboard. Uh there’s a bunch of things over here. Uh but I don’t really need to worry about these. Apparently, they have meetups in Bangalore. Okay, good to know. Um then over here in the left side there’s like uh all the different options that I have. But if I want to create content or post content like blogs and all I should be going to posts. So this is where I would be creating my blog content etc. If I want to create pages like about us page, contact us page, a landing page or something like that, I would be going to pages. So if I go to pages right now um yeah you would notice that there’s like a privacy policy page the homepage that I have an about us page that I have set up and a contact us page right so this is where you would be setting up your pages and u in the posts this is where I have all my blogging post etc like uh in-depth solar panel review what do solar panels do understanding their function and all of these some of these things that I had published. In addition to this um I also have some other plugins etc installed and uh that is something that I can access from here. So what are plugins? Just like in our phone we will have mobile apps right. So what are the apps that you typically find on a phone? uh you would have uh things like your camera app, your SMS app, your phone call app, you would also have Gmail, Google maps, uh you would have WhatsApp, uh Facebook, Instagram, some of these apps, right? So just like a phone has apps and you can install those apps from your play store or let’s say app store etc. uh even WordPress has apps and those apps are called as plugins. So using these plugins you can add or remove functionalities within your website and there are like a lot of different things that you can do with this just like you can do with apps on your phone. Literally you can from creating music to you can edit photos, you can edit videos, you can talk to people, do video calls, you can like play games. U there are like so many different things that you can do from your phone because of these apps. The plugins also do the same thing using different plugins. Obviously some plugins will be paid, some plugins will be free, some plugins will be premium wherein some part of it is free, other part of it is not like software. Absolutely Mahes. So that is how plugins work. So Gana this is u like.org setting up the website is free but I did pay for the domain name as well as I paid for the web hosting that I’m using. So uh similar to that I have a bunch of plugins installed here. Now I’m not going to go too deep into the plugins but uh uh if any of you are interested I can probably share the list of plugins that I am using over here. I’ll probably do that during the break time. Yeah. So uh I have like a bunch of plugins. I have element that I’m using for website builder. Um these days I have uh transitioned into um generate press. I I prefer that more but yeah limiter is also pretty good pretty fluid. U then I’m using like a contact form. Um I’m using light speed cage to improve the speed. I’ll talk about this later. Uh I’m using metapixel for tracking. Um I’m also using um this as well. uh authors plug-in uh there’s like schema plug-in this I’ll be talking about as a part of technical SEO um and a bunch of other things based on my requirement right but that’s typically what I have over here so now uh when it comes to these plugins as you can see I’m using uh element so let me just show you how u using these things I can make things happen so One primary plug-in that I want to talk about and this is important for SEO is Yost SEO. So, uh this is something that we will definitely be using as a part of both our uh um onpage content optimization as well as with some of the technical SEO elements as well. So, I’ll be talking more about this. Now, there are other plugins as well for WordPress. There is all-in-one SEO, there is rankmath, there’s like a bunch of other SEO plugins. Uh, personally like all of these are fine. You can go with any plug-in that you want. Uh, they all of those plugins will also have a premium version, but this is like a test setup. So, um, even the free version is mostly fine for most of the requirements. So, Yoast is good for multiple things. I’ll be talking about it. But yeah, this is something that I’m going to show as well in the post. So, what does Yoast do? Obviously, it has its own section wherein you can work with the different settings and all of these things, but I’m not going to go into that right now. Instead, what first I want to show you what it does for your content. So, for example, in this uh you can see there is this content and over here these are Yost SEO scores etc. So it says this content score SEO score is green which means it is good. It shows the readability score of this content as green as well. So that means this is good as well. Then the key phrase. So this is the primary keyword that I’m using over here. And uh it also mentions the same to me. Now what I can do is if I just quick uh just click on edit I can see more information about why it is green and what are the different checks that it has done. So let’s take a look at the content and try to understand what’s actually happening here and how I’m using YAST. So this is the content uh at the very top over here what we have is the uh main title or the H1 of the content right and uh yeah so at the very top we will have the title. This also acts as a H1 for the content and as I mentioned earlier there can only be one H1 and uh solar panel reviews as the primary keyword. Now as I scroll down you can see like okay uh this content it talks basically about solar panel solar energy and uh this is an internal link that I have for solar energy category over here as I scroll down there’s an image now in the image I have done some optimization to the image too uh in the alternative text I have mentioned my um like keyword primary keyword as well and uh as well as when it comes to the name of the image. I think I have set the name of the image is something. Let me just take a quick look. Yeah, image name is solar panel reviews, right? So, in both the image name as well as the alternative text, solar panel reviews is there. And this is like a quick description of the image. As I scroll down, there’s like uh the headline uh headline two. This is the H2. As you can see over here, I can select or change the head headings. This is the paragraph and uh yeah, more content around factors to consider. Uh some more images. Even this image has like an alternative text, right? And then as I scroll down, there are there’s like another H2 uh with more text, another H2 with more text and so on and so forth. And then over here I have links to external websites like SunPower, LG’s website, I have linked to Panasonic’s website etc. And uh finally like a quick conclusion. Now as I scroll down with this particular content I have done all of those checklist part and as you can see uh because of all of that the SEO score is good and along with that uh it also tells me what this would look like in the search appearance in mobile as well as on desktop. So I can get an understanding of what this would look like if it shows up on Google. In addition to that uh this it also helps me change or edit the title uh for SEO. So this basically becomes your page title as well. And uh you remember right like in this in the SEO plan we were creating the page title. So this page title basically goes over here as a part of your SEO title. Then this URL slug will go over here in the URL slug part. So URL slug is different. URL slug is your URL itself, the link of your page or the post and then meta description. So from here you can just take your meta description, put it over here. And it will also tell you if they uh they are exceeding the character limits etc. and what it would look like in different results. Right now another good thing about this is it also shows this SEO analysis. So if you expand on it, it will tell you what are the things that it looked at, what are the things it checked. So if any of these things you have not done, it will also tell you like these are some of the things that you should be looking into. Uh so now does it mean that everything applies everywhere? It completely depends and it is a bit subjective as I mentioned earlier but this is a good checklist to have and that is what this plug-in is doing for you and uh as you scroll down you also have an option for cornerstone content. So if this content is like the primary content which is quite long which uh is then linking to other pieces of content you can check this if not you can ignore this also. Um and in terms of advanced uh this is something that I’ll be talking about later don’t worry uh I’ll be talking a little bit around this in terms of canonical URL etc in terms of uh technical SEO but yeah it also has options for that. So overall that’s basically how it works. In addition to that it also has like a score for readability etc. What type of voice you’re using if that’s good or not. um it sort of looks into those. I wouldn’t really put a lot of mind into this one. Uh SEO score is much more important. But does it mean if your SEO score is green, you are going to rank first. No, it is just a checklist. This is not a ranking method. SEO Y SEO will not make you rank, but it will help ensure that you are taking care of all the things that you need to and that’s the main purpose of it. Don’t just rely on Yost SEO and be like okay it will take care of my ranking. That’s not how it works. It will just help you go through the checklist and then you are the one who has to make the decision on what are the things that you should be looking into. So that’s like a quick u I would say a demo on what this looks like or how this works. And if I click view post, you can also see uh uh this is what the actual post looks like with the URL and uh all of these details. It also has this author box that I was talking about and uh yeah, that’s basically uh how you can post content on WordPress. So exciting stuff. Technical SEO. What is technical SEO? Some of you may be wondering, of course. Now, when it comes to onpage SEO, um like I mentioned in the earlier slide, it is divided into two parts. One is uh the content part and the second is the uh the technical part. Yeah. over here as I mentioned in this that when it comes to the uh keywords and the content that’s mostly on the content SEO segment wherein uh your primary goal is the content itself and how you’re sharing that with the users as well as the search crawler right but the technical SEO is going to look at two aspects, two primary aspects. One is uh the search engine accessibility. So how easy it is for the crawler to find your website. If it is finding the content on your website or not. Uh if it is finding the right content on your website or not. If it is able to read the content properly or not. if it is able to show the uh write elements of the content on the search engine results page or not. Right? In addition to that, you’re also going to look at improving the experience of the users themselves. So that is what technical SEO is all about. And there is a big reason why it is called as technical SEO because it is highly technical right. So u don’t worry too much if you guys feel like what am I even talking about because as you guys practice these things as you guys look into uh learning more SEO and doing these things you yourself will be able to uh figure out and work through these. But uh as as long as you are able to understand some of the concepts that I’m talking about that is good enough right so with that okay so this is also set up all good with that let’s get started on the technical SEO part so the agenda for technical SEO is uh we are going to talk about Google search console what exactly this is and how it can be set up. We’re going to talk about uh crawling which includes uh robots.ext and sitemaps. Uh we are going to talk about indexing uh which also includes canicalization, redirects and rich snippets or schema. Uh we are also going to talk about page experience which includes the speed, mobile friendliness and security. some of the top uh aspects that uh Google looks at when it comes to the experience overall. Right? So that’s what we’re going to focus on as a part of technical SEO. So Google search console, what is Google search console? Um the top search engines of the world, Google is the top one. Then there is the Bing, there is Yandex in Russia, there is uh what is the China one called BU I think right? So these top search engines of the world uh I don’t know about the rest but these do offer um a search console or a web master or like a dashboard for you to understand how your website is interacting with their search engines. That is the main purpose of this. So Bing has its web master. Uh Yandex also has its web master. I don’t know what BU has. I I don’t remember uh what it has frankly speaking. It’s been a while since I’ve even looked at BU. Uh but uh Google has search console. Previously search console used to be called as Google webm then they renamed it as Google search console. So what exactly do these tools or dashboards do? Let’s go to the website to understand itself from there itself. Right. So, Google search console. Okay. So, this is basically the uh homepage of search console and it tells you information to help improve your performance on Google search. That’s the main purpose of it. So it has a bunch of information available for you on how your website or what your website looks like on the search console and if there is anything you can do to fix or improve that. So you can optimize your content with the search analytics and this analytics is very different from what you will be able to see on Google Analytics. I’ll be showing what that is as well. uh you can uh get an understanding of the content uh that is being shown on Google and how uh you can also get your content placed on Google as well. Uh you can fix issues or get alerts on the issues that Google sees on your website and fix those and also basically get a good understanding of how Google spider bot or whatever is crawling your website actually sees your web pages. So they have also some uh nice training videos if you want to go through those. Uh it’s pretty good uh more like a summarized version but still they are pretty good and comprehensive for anyone to get started with and uh it also talks about uh core web vital rich results both of these are something that we are going to talk uh around as well. uh am you can pretty much ignore this is no longer one of the important aspect even Google is no longer supporting it uh so uh unless and until like you can actually forget about this this is this isn’t as important anymore so these are the two things that we are going to talk about right so uh yeah with that let’s get started so this is search console the minute I like I’m already logged into Google so it just uses those credentials. Uh what I’m going to do is uh it has a couple of websites here. So when it comes to Google search console, if you don’t have a website added already, the first thing that it will tell you is to add a website. And uh uh this is something that will pop up. So it has two options. one is uh you can add a specific uh domain directly or if you want to add only a specific part of the domain you can also add that over here. So u this one as it shows it requires DNS verification and this one it has multiple verification methods. So what is the difference between the two? Um this one is more around a specific u domain itself. So google.com entire google.com will get validated but uh this is more of let’s say search.google.com or uh something like let’s say business.fas.com or something like that. So it’s more like a subdomain or uh something along the lines of a specific area or segment only. uh that’s basically what would get validated here. So um if you are using free WordPress so for example if you’re using WordPress.com and you have set up a free account probably you will have uh a free domain from the WordPress right something like let’s say maybe you have set set it up as your name.wordpress.com WordPress.com or something like that. And if you want to track how that looks like on Google search, sorry, through Google search console, then you would be using uh the URL prefix option. But if you have full control over the domain or the website, you would be going with the domain option. Now, as you noticed, it says it requires DNS verification, which is quite true. So what this means is if you’re using this option and if you are entering your domain name you will have to validate uh your domain or if you are the owner of the website through the DNS. Now if you have WordPress there is a much more easier way of doing this. You don’t really need to do this. Instead what you can do is uh you can simply just use let me just close this instead in WordPress there is a plug-in called as GKIT this is an official plug-in from Google uh so this is like G sitekit uh sitekit by Google right so this is uh a plug-in through which you can install uh all the primary tools of Google uh in a single click literally. So through this you can enable search console analytics. If you have AdSense you can link that. You can get page speed insights. You can also link your tag manager. So all of these word uh Google tools you can directly integrate from here. And the best part about this is uh if if you’re using WordPress you don’t even need to do all of this. You can directly from G SiteKit or Google SiteKit. you can directly just enable your search console and it will validate it very quickly. So this way uh your website would easily get validated and uh uh you wouldn’t even need to do the DNS verification and I’ll just show you what that looks like. Uh SiteKit settings. So over here you can see search console is connected, analytics is connected. It also tells me the tags etc. And then the page speed insights also like if I want to I can uh take a look at that. And if I want I can also connect uh other services as well. So looks like now it has also added Google ads tracking as well. Interesting, right? And if I go to the dashboard over here, I will get all the details about uh um what the traffic etc. looks like. Oh, looks like uh I had 20 visitors. Uh but yeah, anyways, so uh there’s like some traffic etc that it talks about impressions and all. This is pretty much a dead website, but I guess it still gets some uh search queries and all. Anyways, uh so that’s that and uh uh yeah, like it basically helps you get that validation done very quickly. So that’s the main purpose of it. So let’s say if I put in test.com over here, uh it will tell you like what are the settings that you would need to do on your DNS record and uh based on the name server provider, you can also like it will also provide you um the tutorial on how you can do it as well. And looks like they also have Yeah. But yeah, that’s pretty much how it works, right? So that is how you set it up. And once you set it up, let me just show with this one. I remove this. I’ll remove this also. So once it is properly set up, this is something that you would be able to see. So this is one of the websites called as uh petrebels.com and their primary market is in the European region. Now as you can see it uh uh this is like an overview, right? And in this overview, it gives you details around performance like uh how many clicks you got from Google. Um you also get a detail on how many pages were indexed and how many pages were not indexed. So this website has like 2,700 pages indexed. So that means Google’s crawler identified like these are the pages that are worth indexing. Uh there’s there is like video page index saying these many no videos uh indexed. So okay so apparently there’s some videos that did not get indexed. It also tells you about core web vital. We will be talking more about this. Uh we’ll be talking more about indexing as well. Don’t worry. Uh it also has shopping trend. If you are an e-commerce website and you have linked your merchant center etc. Uh it tells you if uh the product snippets are valid or not. if the merchant said uh listings are valid or not. Looks like there are some invalid listings uh that can be improved and then overall enhancement. So review snippets, site links, uh profile page, uh FAQs, breadcrumbs, etc. So it gives you like a good overview about your website from the technical standpoint. What are the things that you should be doing as a part of technical SEO? the content once you are done with content once you have published a bunch of content it’s all about technical SEO as a next step to ensure that technically Google is able to actually see the content and you do that by using this particular dashboard and all of these slides are going to basically talk about the same things so connect your website I just talked about this you uh go to Google search console login through your account add a proper properties, select the verification method and set it up. We would have your performance looking something like this. Uh let’s actually show go through the performance as well in this uh obviously sitekit is better if you have WordPress. If you don’t have WordPress then it is much better to uh add property and update the DNS like I talked about earlier. The difference is that over here you’re just validating the ownership. The data is anyways being collected and processed by Google itself. You’re not placing any pixel on uh your website for this. Okay. So this is what the performance overview overall looks like. Right? In performance, uh you have impressions, you have clicks, you have CTR, click-through rate. Uh that means like out of these many impressions, how many people actually clicked on your website? And then you have your average position. Now, if you notice something interesting over here, advertisements show impressions because they want to show uh how many people saw your ad. Tell me what does impressions in search results or organic search results mean? Seen and left. But uh it has a different meaning in u um organic search. What it means is um not bounce. No. So an impression is so let’s say when I am searching for shoes online I just gave one impression to all the three top websites that you see over here I have seen Myntra’s website I have seen Neman’s website I’ve seen Ago’s website so all three of these websites got one impression from me just now that is an impression if I scroll down Flipkart got another Metro shoes got another one. Sketchers got another one. Tata Click got another one. I did not click on that exactly. I’ve just glanced at it. Now, the reason uh the performance of search console is important is because this impression is something that happens on Google’s website. Google Analytics starts only once someone is visiting your website, not before that. over here I’m not visiting any of these websites but uh this data is still being tracked and available in your uh search console and that’s the main thing because this data is proprietary to Google search itself and that’s the reason they share it over here like uh they share it only after you have validated your ownership so this impressions data that you’re seeing is something that you will only get from search console. Uh same goes for the CTR and average position as well. These are the three numbers that you will never find in Google Analytics. So this performance that you’re seeing is uniquely uh its own only after the clicks you will be able to track that in analytics like from these clicks how many actually ended up on the website and what they are doing. So now as you can see that is why the performance or the search console performance uh and the analytics that it provides is so valuable. you’re getting data points from Google directly on how users are seeing your content on Google’s website and uh this tells you uh like for example what were the queries that people were searching for right and from that queries how many of them actually clicked on your website after seeing your particular results and if I go to pages it tells me like what are the pages is that actually got the most clicks. Uh what are the countries from which I got the most traffic? Uh the devices. So device uh obviously mobile is always at the top. How my website uh appeared. So looks like product snippets and merchant listing are the top ways that my website appeared. And uh at the end of the day uh by date also if I want I can get the information. So it tells me overall u how the traffic from Google search came to me and based on all of this information I can also determine what are some of the things that I should be looking at or fixing. So um that’s basically what the performance aspect looks like right but let’s try and understand a little bit more around some of the things um so that’s search console I just gave a quick glance about it but we are going to come back to it because as you notice there are other aspects in this as well there’s indexing there is experience etc so u let’s before I get into it let’s try and understand a little bit around different aspects and elements that you should be looking at and what technical SEO actually means right so let’s start with this so what is technical SEO technical SEO is the process of optimizing your website to help search engines like Google find crawl understand and index your pages goal is to be found and improve your rankings. And frankly speaking, in today’s day and age with so much content being created, technical SEO is one of the most essential elements of SEO at least uh when it comes to bigger scale. A good example of that is uh websites which have uh let’s say lacks of pages and there are websites which have lacks of pages right u for all of them just making sure that their pages are being indexed properly is good enough for them to get a lot of traffic from uh search engines. So uh what essentially happens is let’s say if you have 10 lakh pages and um if you have 10 lakh pages that means obviously uh you have content uh that is spread across all of those pages and uh that also means you’re probably talking about many different things. So the chances of your website showing up in search result increases a lot more as long as the content is also very different in each of those pages and a lot of websites do have that caliber especially in today’s day and age with AI it is very common to have thousands of pages being created in just a couple of weeks in fact and that’s the level of speed that websites have picked up by using all of these different tools and sources. So with all of that, technical SEO becomes one of the most important uh aspects because even if you have all of those lags and lacks of pages, if Google is not able to find them, how are you even going to rank? and uh if uh Google does find them then there’s a high chance that you may end up ranking for some of the longtail keywords that you couldn’t have even imagined about and obviously with that you will start to see a good increase in traffic. So uh a very good example I can in fact take is of the company that I currently work for. We have uh if I’m not wrong we have around 25 million pages. Uh in fact the number of pages keep increasing uh every day and that’s not a small number. So we uh really don’t work a lot on the back links etc. The primary focus of the SEO team is technical SEO. That’s it. And uh all they do is they try to make sure that the pages are crawable uh the pages are indexed properly and uh it has a good score on the core web vital that’s all by doing so in the last few years and using all of those pages uh SEO for the website has become so big and so massive that it actually is a significant percentage in the overall revenue for the company and uh obviously 25 million is not a small number right yes women in a single website so that’s the thing now obviously this is a company at a big scale I’m not assuh I’m not going to say that every single one of you is going to manage website at that scale but uh that’s just like a small example of how uh these things work at scale as well and why technical SEO is a separate entity of its own even though it comes uh under the part of your onpage SEO because of the emphasis and uh how important this entire segment is. So u I’m going to just talk about some of the basic elements around this. These are not basic in the sense like something that you should care of but basic in the sense some of the fundamental aspects of what technical SEO actually means and uh what are the things that you should be doing to improve the same. Now when it comes to technical SEO it’s all about what are the different uh fundamental aspects of search engine and how you can sort of influence that. There were three things that I mentioned uh about how a search engine works right crawling, indexing and algorithm. Algorithm is something that we can never control. Even Google says that it’s a black box. I don’t know how true that is but they uh for them also majority of it is a black box in the sense like they have no control over how it actually functions. they can just in uh they cannot influence the outcome but they can definitely influence the inputs and how they are fed to the algorithm. So the two things that we can definitely control or at least slightly try to control are crawling and indexation. So once you have content from your onpage SEO uh what you are essentially trying to do is you’re trying to work with identifying what are the things that you can get crawled and second is once the website is crawled how you can influence the indexation part of it as well. So that is what that is what we are going to discuss. So when it comes to crawling there are two uh I would say fundamental ways of how you can sort of influence or control what gets crawled. So normally if you if you’re not providing any control or anything it will crawl anything or everything or sometimes even nothing. Uh but at the end of the day by using these two things one is a robots.ext file and second is a sitemap.xml XML file. Uh, by using these two things, a robots.ext and a sitemap, you can at least try to influence the way that a search engine would crawl your website. So, let’s try and understand what these two are. Uh, so crawling is where search engines grab content from pages uh and use the links on them to find even more pages, right? So, that’s why we have internal and external links. Uh and there are many ways to control what gets crawled on your website. Some of those are robots.ext and sitemap. So robots.ext is a file that tells search engine where they can go and can’t go on your website. So robots.ext is a public file. What that means is anyone can access it for any website. So even if you want to see the robots.ext text for amazon.com or myntra.com or any of any website that you want you can you can do that as well because it’s a public file because uh they want all the bots to see that file and uh I will give you a quick demo on this as well don’t worry but uh that’s what robots file is and it has information on the pages or areas of the website where robots are allowed to go and not allowed to go by default before visiting your website the first thing that they do is they read robots.ext file and from there they understand what areas of the website they are allowed to visit. uh it’s a text file it’s not an HTML it’s plain normal notepad text file and uh u the second is a sitemap right so sitemap what is a sitemap a sitemap is an XML file XML is a file format just like txt is a file format XML is also a file format and this file uh essentially contains all your important content of the website. So a sitemap would h have all of the important links or the pages of your website and this is something that uh you would want to share with the crawlers or robots or the boards etc. so that they only focus on those areas of your website as well. So we will dig deeper into this to understand more about it. Don’t worry but uh that’s like the quick overview about it. So, as I said, it’s like a simple text file uh that goo uh tells Google not to crawl a page or part of your site. So, that’s basically what it says. Like, if if you have areas on your website that you don’t want Google to crawl, you can mention that in the robots.ext file. And it always has the same URL. So, the URL slug of it will always be robots.txt. And uh so for example if your website is exampample.com then the URL of that will be example.com/root.txt. So blocking the crawler on certain pages does not mean so this is important to note when you’re saying that robots should not visit a specific page or the URL. That does not mean the URL might not show up in the search result. Sometimes it may happen that it may find its way through the search results because maybe someone has added that link somewhere but uh it will include it but it will just not know what is inside that page. Right? So that is basically what it does. It does not know what is inside that URL. So the chances of you ever finding it on the search engine will be almost nil but in some cases it might happen. So a quick example of what the file contains is this. Uh the first thing a robots.ext file will have is user agent. So user agent what is this over here for now every search engine has its own robot and uh Google has its own bot has its own bot and uh at the same time Yandex etc also has its own bot in addition to that open AI because they also crawl websites right so open AI also has its own bot u your uh SCM Rush, AHERS, etc. also has its own bots. Similar to that, there are literally thousands of bots on the internet. If if I’m not wrong, it’s probably more than that going to multiple different websites for their own purpose. So what you can do over here is in the user agent you can define which bots you want to block or allow for certain things. And if you want to do it for all the bots by default you can just use star. Star means every bot. So you’re saying user agent star then you’re saying disallow this page. So what you’re saying is uh the user agent should not be visiting this page but you’re allowing it to visit admin Ajax for whatever reason maybe. Uh and then if you want you can also tell it like your site map is available over here. So that’s basically what the robots.ext file contains. So we’ll take a look at some of the examples for this as well. amazon.in/root text myntra.com/root.ext. Okay. So, user agent this and then Amazon has so many pages, right? So, what it is doing is it is saying it is disallowing all of these. So cart page, product page, product availability, rate the item, uh some other internal things that they have, customer reviews, um customer review, media upload, images, etc. Uh it is allowing wish list universal. So wish list is disallowed by default, but if it is a public wish list, it is allowing those. Uh the same goes over here. Then registry, it is disallowing all of these. Um it allows hi I don’t know what that is and yeah then see over here it is for all the user agents but over here they are specifying a specific user agent they don’t want e to spider to look at anything at all. So for that reason it says disallow slash that’s it. uh disallow means it is hiding that from the bot from this bot or from uh this uh for from every bot. So this is how you’re speaking to the Google crawlers and all the other crawlers or all the other robots right. So uh when it says disallow that means the bots will not go to these pages. Uh for this also it says disallow for Twitter bot they have another set of disallows right Amazon adbot GPT bot. So this is chat GPT or open AI. So they are disallowed everything for open AI and then CCbot I don’t know what this is but yeah disallowed everything as well. So if there is disallow slash this means they don’t want them to visit any part of the website. The entire website is disallowed it. This is not the default in website. I will show what the default looks like. Uh disallowed is done by you. So uh basically if a page is disallowed it will not be indexed. So you will obviously not see any metrics for those. So that means that it will not show up on Google search. It will not show up on um a search console of course because of that. Let’s take a look at Myntra right. So in Myntra if you notice uh they are allowing the main website for all the agents and then they are disallowing a bunch of other uh e-commerce related things like size chart filters uh capture cart checkout address login etc. Um, apparently they are also disallowing Zara. Maybe the brand said like I I don’t want you to index any of our products on Google, right? And a bunch of other things are allowed disallowed proxy and then they have also provided the link to the site map. So Google or any other bots can also take a look at the site maps as well. Uh you don’t really need to add an allow specifically. Um usually if you have not updated robots.ext by default everything is allowed but uh robots.ext is primarily used for disallow areas or segments. So I’ll show you a very simple one. Carbon lightning right this is my website the test website that I had set up. Let’s take a look at what the robots.ext of this looks. That’s it. Nothing else. It just says user agent disallow WP admin. This is the sitemap. That’s it. Because I literally don’t have anything, right? So I’m like, okay, uh I just don’t want it to index the WP admin URL of my website, but apart from that, it can index everything else. So in Yost SEO, you go to tools, right? If you want to set it up using Yost SEO, you go to tools and uh then within this you will see file editor. So just click on that file editor and over here you can just make changes that you want. So if I want to remove this Yost SEO block or something and then uh maybe I also want it to disallow uh let’s say Maybe I wanted to disallow orders. I don’t have any orders page. But yeah, u I’ll just click save changes. And that’s it. So my carbon lightnings robot.ext is now updated. Okay. Why is it not updated? Uh maybe I’ll need to clear the cage. Yep. Let’s refresh. Let me just open it in incognito. Okay, so for some reason Yost SEO is not updating it, but I can anyways do it from my file hosting, right? So I can always go to my file hosting and update this text file and that’s it. So it’s nothing but a text file at the end of the day. You’re just telling it from this text file what to do and what not to do. Okay. So, um yeah. So, that is one way to control what you can show uh or what if there are pages that you want to block, how you can block those. So, why block a crawler? This is something that you guys have been asking. So, some of the sites or the pages on the site serve a purpose, but that purpose isn’t ranking in search engine. So uh like the cart, admin, login pages, thank you page, uh newsletter, subscription etc. Your main purpose for those are not ranking. And second thing that you want to make sure is uh if your site is small, you don’t really need to care about it. But if your site is big, as big as the ones that I was mentioning about earlier, you definitely want to make sure that the crawler is only looking at the important pages on your website and not everything because uh there is a concept of crawl budget. So at the end of the day, every time Google or any of these bots crawl your website, they uh their servers are also taking a load because of it. Because every time the bot is crawling your website uh it is taking a note of that website and the details around it and every time that happens a part of it is saved on their servers. So to reduce that load and optimize it what Google will do is it will try to optimize the crawling as much as possible and as much uh value it adds. So as a part of that what it would end up doing is it would um assign a specific budget to every website on how much uh time a crawler should be spending on every website. Now we don’t know what that budget is. No one knows that that’s a theoretical budget that even Google does not know for every website because there are millions of websites. So uh but this is only something that you would come across once your overall uh uh website has uh let’s say lacks and lacks of pages and in such a scenario you would want to make sure that you are only prioritizing the pages that are most important. Okay. Uh so yeah that’s the main thing about robots.ext right now moving on. Uh I think I talked about this. So if you want to create just go to Yost SEO go to tools create the robots.ext file and it’ll do that for you. So uh what is sitemap.xml. So generally found under/sitemap.xml or sitemap_index.xml or whatever that is usually if the URL is different robots.ext would mention it. So for example for carbon lightning this is the sitemap.xml that I have right. uh for a lot of Shopify websites probably it would be a bit different and so on and so forth. So what is this sitemap doxml? So sitemap.xml as I mentioned it is the collection of all the important pages that you have uh that you want google to index right so in robots.ext text you were just working with the crawlers here but in sitemap uh in addition to the crawler you’re also working or identifying what are the pages or important pages that you definitely want indexed. So yes sitemap.xml is for the crawler and in robots.ext text you’re blocking pages. In sitemap, you’re telling it these are the important pages. Focus on only these pages. And uh the best part about the sitemap uh uh file is you can also submit it in the search console and by submitting it you can track if the crawler has indexed all the important pages or not and what is the status of it. So let’s try and understand that a little bit. So this is u the sitemap.xml that is generated by Yost SEO. Now uh typically the sitemap uh the XML file uh has things in a different fashion but uh this is like a clean way for you to see like okay what are the different pages etc. Right? So over here for example it says that carbon lightning has seven site maps. For me the most important site map is actually the post sitemap because in the post is where all my blog content is and then page sitemap because that is where all my uh like pages are listed, privacy policy, contactctors etc. Uh in addition to that author site map is also something that is kind of important for me because it has the list of all the authors for Google eat purposes. This is something that I should probably look into. So within the post sitemap what I have is I have details of all the links that my uh uh uh that I have published. So I have these five blogs that I’ve published uh introduction battery demand uh power comparison uh panel reviews what uh what do solar panels do etc. It also tells uh the within the site map it also says like how many images etc are there and so on and so forth. So it makes it super easy for uh Google or their crawlers to know exactly what are the details available exactly. So for Google bot this is used to navigate the website right. So I’m uh going to go to this page that women had shared earlier. I think it also has a site map that I can probably use as an another example of how it works on Shopify. So over here this is the actual uh format of uh what do you call it the sitemap and as you can see over here also it lists like okay this is the uh sitemap pages these are the collection pages and these are the blog pages. So if I want to find all the blogs, I can just visit this page and then it has uh the first URL. Uh what is the frequency of change? I have the second URL. So this uh basically it has this one. Uh for some reason this has its own URL. Uh I don’t think this is supposed to happen, but yeah. Uh h interesting. Uh then there is this one as well uh how to choose the right perfume for you uh which is also added but looks like this is also part of the same URL. Anyway, so these are the URLs that is uh that are available here within I uh then when it comes to page also it has uh like the page uh uh pages or the contact pages sitemap listed over here. Right? So this is what the site map typically looks like. Now once you have the sitemap URL what you can basically do is in the Google search console you can just go to the sitemap section and over here you can just enter the URL of that sitemap. So uh for petrols for example uh site maps are already entered and uh this is like the Dutch uh sorry German, French, English and the uh Dutch site maps and uh with all of these site maps it also tells you as you can see how many pages were discovered. So if I click on this for example it tells me what are all the different site maps uh that it detected within this single one. And if I look at let’s say a product sitemap for example, it tells me how many it discovered. So if I want to see if all of these were indexed or not, I can just click see page indexing. Okay. Uh for some reason it’s not working from here. But you get the point, right? Like I can also see the page indexing from here maybe to understand how many were indexed and how many were not indexed. Right? So this is the main thing about the sitemap. From here I can clearly track and understand if uh the site maps the URL in the sitemap are indexed or not. So if we get ranking based on uh these uh so sitemap is used for the crawler to properly navigate the important pages on your website. That’s the main thing. Uh Pratiba. So we have to exclude disallow links from sitemaps. Uh typically those are already done if you’re using some of these content management systems like uh WordPress uh Woo Commerce, Shopify etc. But it is always good to take a look at those and see like what are the things that you may want to change if any. Uh but in WordPress for example it is better if you use something like Yost SEO to uh create this and also control it. So uh in Shopify also there are apps to help you control what you want to display in the sitemap. Uh so in Yost for example if I go to settings uh and within the site features all I need to do is I need to scroll down and there would be XML sitemaps. So it says enable feature that’s done. So if I want to uh make more changes to it, I don’t think it has that available. Uh probably I can exclude some of the content types but yeah like if I just enable this by default it will automatically create the site maps for me. Sitemap on the other hand is used to share the important pages from your website. Right? So that’s basically what I’ve mentioned over here as well. U and yes of course you can submit the sitemap on Google search console as I just showed you. So yeah that’s essentially uh what this is uh the site map is all about what the robots or text is all about and how you can work with the >> just a quick info guys Intellipath offers digital marketing course in collaboration with iHub I ri this course you will learn complete digital marketing from search engine optimization search engine marketing to PPC analytics and social media marketing and much more from the IIT faculty and industry experts. With this course, we have already helped thousands of professionals in successful career transition. You can check out their testimonials on our achievers channel whose link is given in the description below. Without a doubt, this course can set your career to new heights. So, visit the course page link given below in the description and take the first step towards career growth in the field of digital marketing. >> Right? So now one thing that uh uh Google search console provides us is called as URL inspection. So basically you input any URL in the search on the top and it would provide you insights around it. So uh let’s just take a look right. Um let’s go with this one maybe. Or does it actually have pages indexed? Wow, it does. Interesting. So this is like a very basic website. I was not expecting that it would index any pages but anyways let’s just look at this URL for example. So what is this URL? So this is a simple website which talks about um a service now right so in this u like there’s like a beginner’s guide on how to get started etc. And I want to understand uh what like this is what we see right we see an image over here we see some text and all this is what a user would normally see on the website but what does a crawler actually see so what I will do is in the inspect URL I will just paste this URL I will enter and then it will retrieve data from Google index and from here you can try and understand uh what is actually happening So let’s say the first thing it tells you is if the URL is indexed or not. So if a URL is indexed that means it will also show up in the search results. So it clearly says that the URL is on Google. Good. This is what we want. So this means that it can appear in Google search results if not subject to a manual action or removal request with all relevant enhancements. Relevant enhancement is something that we’ll be discussing later. But yeah, uh so that’s perfect. Right now, if you notice, it has two options here. One is view crawled page and second is request indexing. We’ll come back to this. Let’s just take a quick look at this. Right? So page indexing, it says page is indexed. It tells me uh what is the site map that it used. So this was the site map that it used to index the page. Okay. So the sitemap that is installed is definitely leveraged here. It uh leverage the post sitemap which makes sense because this is a post or a blog post. Uh it also talks about something called as canonical. We’ll discuss what this is don’t worry. But yeah uh so overall looks good to me. Page fetch is successful. Crawl allowed yes perfect. indexing allowed. Yes, perfect. Crawled as Googlebot smartphone. So, one thing to know is Google whenever it visits your website, it will visit uh typically it will visit as a smartphone bot. Previously, it used to visit or see it uh from a desktop perspective, but now it will see it from a mobile perspective because Google focuses on your website being mobile first, right? At the end of the day, they do have like 99% of the mobile traffic. So, uh it obviously makes sense. Um so it also tells you when Google last visited this URL. So it was on 6th August. Okay. Fairly recently. Not bad at all. And uh it also talks about um HTTPS. The page is served over HTTPS. So this is like a security. I’ll talk more about this as well. But yeah, so this looks good as well. So overall all checks looks good. Now let’s try and understand what these two things are. So it says view crawled page. So what this means is we can check what Google actually saw from this. So if I click on this, you’ll notice something that just popped up on the right side. So what you will notice is it is very different from what we see of the website because what Google captures is the code of the website. It does not capture the uh what the screenshot uh of the website looks like on the phone or something like that, right? What it tries to do is it captures the code of what actually was available on the website. So this includes u what it had in let’s say the head section uh what was let’s say meta robots meta u some of the meta codes like canonical meta uh meta property and then um let’s see meta description meta title or the page title right so all of these things is what it will capture so if you want to know what Google will typically capture the most simplest thing to do is just uh right click click on this view page source. If you’re using a different browser probably you’ll see something else but uh you just click on this and this is basically what Google will typically capture right so this is the code this is the front end code or basically what is get uh what gets downloaded every time you visit a website and this is basically what the crawler will see every time so as you can see it’s a bunch of different code the same thing that I just showed you guys and uh you can just review it. Right? In addition to that, you also have uh a screenshot option. But this is available only when you test a live URL. So I I can just click on that. It’ll take like a couple of minute to get that. And uh yeah, like that’s basically how it works. Now let’s say uh once you have noticed this crawl page and all and you saw this HTML that was fetged uh you notice that based on the time that it was actually pulled um there has been some changes. So for example in the index what we noticed is uh so okay so this basically loaded with the screenshot and all. So this is what Google actually sees as a part of the screenshot, right? So this basically tells you uh what you can expect the bot to see and this looks like a pretty decent website to be honest on the screenshot. So yeah, not too bad. Uh in the more info we have more details around what the content type is. If it is uh let’s say an image or a PDF, it will say that over here. HTTP response code. Okay, this is also something we’ll be talking about shortly. But yeah, it also says that what was the HTTP response or the server response if everything was loaded or not and if there were any messages. So yeah, so that’s the best part about it, right? Like it tells you every single thing and you can essentially test to see u if your page is properly being seen by the crawler or not. You don’t have to do guesswork and that’s the main benefit of this and uh let’s say so that’s what view create page crawl view crawled page tells us right andh as we look into this as you saw that this was last crawled on 6th August now sometimes it happens that it takes even 30 days for a page to get crawled and um in such a scenario let’s say uh if you have made some changes to the page Maybe some information that you had on it was incorrect and uh you want to make sure that the correct information is indexed. Maybe the title that you had earlier was wrong and now you have fixed it. So in such a scenario uh what you can do is you can request indexing as well. So basically if you have made some changes or updates you can re-request uh it to crawl it once again and it will do that for you as well. So now does it mean the minute you click on it it will do it? No. It takes up time but uh it will definitely try to prioritize it whenever possible. Right? So that is what the index or what the view of Google actually looks like. Right? And this is basically what the search engine also sees. And uh when you look deeper into it, you also get to find out what this looks like uh what indexing overall looks like on Google search console. So what I just showed was just one page, right? But what if there are multiple pages? And this is a pretty good example for that. The website that I’m uh showing right now as you can see in the last three months it had around uh one lakh clicks from SEO or Google search right. So this the reason is because it has decent number of pages indexed already. So what you can do is to understand what those are you can just go to pages and you can see all of the details of it. We understand what is URL inspection. We understand what is performance and let’s try and understand a little bit about indexing. Right? So we looked at sitemaps as well. Let’s try and understand what is pages. Uh when it comes to indexation, what does it actually look like? Let’s take a look. So when I go to this pages section in indexing, what I notice is uh it will tell me how many pages it detected and uh out of those how many it indexed. So now if you notice it says that overall it has detected a bunch of pages. So if if I just look at the most recent data, it says that it has overall detected close to uh what is that not index is around 29,000 index is 2,700 something. So that means around 31,000 or so pages were detected by it. But out of that only 2,700 pages were indexed. Yeah. 31. So uh now what can I do with this data? How can I actually look into this? So the first thing is I can check what are the pages that actually got indexed. So I’ve just deselected this. So now I have only selected the indexed pages and within this I can see like okay these are the pages that got indexed. So if I want I can also click on view data about indexed pages and I will know like what are the pages that got indexed. Now, if you notice something interesting over here, it tells me that around uh 2,771 pages were indexed. And then uh over here it says like from 30 July to 31st July it says 2737. So that means around 20 30 30 plus pages are no longer indexed, right? U maybe there is some drop in it maybe there is something that the Google bot detected but this kind of a drop is very normal but if let’s say instead of something like this what we saw is from 2700 or something like that maybe all of a sudden there’s a big drop it just became 2,000 or maybe it became500 that’s like a massive drop and even if it happens over a period of time that’s a cause for concern right so over here like and that’s not the case. So that’s good. But I’ll also talk about what you should be doing if something like that happens. So yeah uh over here if I scroll down I can see uh what are the pages that got indexed and when it was last crawled. I can also filter u like based on specific things like URL. So let’s say if I want to see URL that’s related to NL um I get all of those URLs URLs that is related to D I can also get those and I can like quickly validate if all the pages that I want are indexed or not right once I’m done with this um as you just noticed there were quite a few pages that were not indexed and it says 12 reasons. So let’s try and understand what they are. Okay. So it says alternate page with proper canonical tag. So that’s 16,623. What is this? So this is nothing but um essentially it detected a bunch of duplicate URLs or content the same content with multiple URLs and that’s the reason it says like there are already other pages that exist and hence these pages these duplicate pages did not get indexed and this is a very common thing. So this is a normal reason. You don’t really need to worry about it. Uh you can safely ignore this, right? And the reason it did not index it uh is due to something that got added to it, right? Some parameters, etc. I’ll talk more about that later. So don’t worry, more’s coming. There’s a lot more coming, right? Uh then out of 29,000 that was 29,000 right? Out of 29,000 16,000 or so have this which is perfectly fine. Then 4,000 plus have a redirect uh which basically means that it is going from uh the URL to a different page. 3,000 plus are not found. Okay. So maybe something that I should be looking at and so on and so forth. So what are these exactly? These are the reasons why some pages were not indexed and this is also something that I can use to understand and fix over here. There are there are a bunch of reasons we’ll be exploring that but that is basically what Google search console can help you with. It helps you in not only tracking and understanding how your pages are currently indexed but it will also help you in making sure that uh if something is not indexed you can work on fixing the same and that’s what brings us to some of the common issues. So once we have gone through some of these things over here we will try to debug uh whatever we saw over there as a part of issues. So let’s try and understand some of the things around indexing, right? What are the common issues? So we looked at uh what indexation actually looks like. Yes, things are indexed. Great. But what about the things that did not get indexed? So if a URL isn’t indexed, if you have a specific URL that you found is not indexed, the best method is to just use your URL inspection tool on Google search console to identify why. And uh uh typically it will tell you why it is not indexed etc. But if let’s say you’re dealing with hundreds or thousands of pages uh you can essentially use the indexation pages section of Google search console which we were on just now to get the details of why uh how many pages are indexed, how many are not indexed, what are the issues behind it etc. And commonly the things that you will notice are as follows. So monitoring indexation obviously is very important right now. Overall if you look at it some of the things that issues that you will notice is the first one is that there is a drop in index pages but there are no error. You guys just saw a small example of it. That’s not a big example but that’s a very small example of it. But let’s say uh right now maybe there are 10,000 pages of your website that is currently indexed. Okay, great. Uh, but over a period of time, what you have noticed is from 10,000, it starts to go down to 7,500, 5,000, 2,000. Now, if pages are going down or not being indexed, uh, that’s bad because if pages are no longer indexed or if the index pages are dropping, that means your page will not show up in the Google search. So as a part of that what you will do is you will try to understand what is actually happening. Again using URL uh inspection you can actually find what could be the potential reason but uh typically the reason it happens is maybe accidentally the page was blocked uh due to the robots.ext right so in the robots.ext maybe you mentioned that okay this page should be blocked or something like that. Maybe it’s a login page. Maybe it’s a duplicate page. Maybe it’s a page that uh uh is something that Google essentially does not want to index for whatever reason, right? And you can get to understand that um uh from the URL inspector. But if you see all of these drops, most probably it happens because maybe it is restricted by the uh for the crawler to visit uh because of any number of reasons. Sometimes those reasons could be technical, sometimes those reasons could be an accident as well. So usually that is what you should be looking at. Second is um as we just saw there’s a high number of non-indexed pages than indexed. So we just saw that overall there there were like what 31,000 URLs but out of that only 2,700 something were indexed and rest of them were not indexed which is like only 10% of it was indexed and 90% or more was not indexed. Now in such a scenario there are two possibilities. The first is that a large number of duplicate pages probably because it uses some of the other parameters like uh type equals to dress, color equals to green or sort equals to price or in the example that we just saw it was add to cart option and for each add to cart it was detecting a new URL the crawler. So when these parameters are added, what happens is the content is not changing. The content stays the same only the URL changes a bit and that is probably the reason for such high duplicate pages. How do we deal with this? The answer for that is canonical URL which we’ll be covering shortly. Right? And the second issue is probably because these pages like won’t even be indexed. Uh maybe because uh they have the same content uh which is like maybe it’s like a page or a category page where you’re just sorting or filtering through different products and things, right? Uh a very uh I would say a very good example of this is the Amazon search page. So when you’re searching for something on Amazon, you get this URL, search URL and in that you have all of these different filters. So as you’re using that the fil URL will also change according to that and in such cases also the pages probably won’t be indexed. Then there’s server errors. So essentially this means the Google bot essentially can’t access your URL or the website because uh it it tried to access it. It waited a while and your site did not load. Your site was busy. The server was down. could be anything. Right? So this is the third common uh issue that you find. The fourth is a 404 error. So 404 error basically means a website which has like now usually what happens is a website server as I told you guys last time has multiple uh error codes or HTTP status codes. 404 basically means that the there was no content that was found, right? And finally, the fifth common error is missing pages or sites. So, this means Google couldn’t find your page. It could be due to that this page was newly created and not is not crawled yet or that uh it’s like essentially the page is dropped for indexation. So, that means it was indexed earlier but it is no longer indexed. So the best option again is to use the URL inspection to understand the potential reasons. So these are some of the common issues. Right? Now something else that I added over here and this is something that is also important to understand is what are the common HTTP status codes. So what is a status code? Uh basically what happens is when a website loads it uh serves or it provides the files of those websites through a HTTP server or in a simple term a server. Now these servers will show different status codes. Now there’s like a bunch of different status codes right? If you if you’re like a a nerd who wants to like go through all of those, I have attached a link for that as well. But it is not necessarily as someone who is into SEO, you will probably only need to look at some of these from this. Also, you will only need to understand a few of these. So, let me just uh go through really quickly what these status codes are and what it means. Typically uh if the status code so if the status code says 200 so where did we see 200 in URL inspection um let’s say if I add this one I’ll just search for this yeah so I can ignore this because I’ve already checked on that but view crawled page more info. Yeah. So over here you can see the HTTP response or HTTP status was 200. So if it is 200 that means it is good and it is okay. So 200 is normal. Now there is another one that you should be aware of which is 301 and 302. What are these? So sometimes what happens is uh maybe you are having a website issue or maybe you are doing some maintenance on the website and that maintenance is for maybe 2 hours or 4 hours or something like that. In such a scenario what you will do is every time someone visits the website uh they will instead of visiting let’s say google.com uh they will be visiting google.com/maintenance. The reason is because you are temporarily redirecting every user who visits google.com to google.com/maintenance. So that is a temporary redirect. You’re doing it only for 4 hours. Now within that 4 hours, let’s say if Google crawler shows up on your website, Google crawler will be confused why is maintenance loading up. So to make sure that Google crawler knows that it is just a temporary redirect and there is no action that it needs to do in terms of updating its pages etc. you will need to use 302. However, maybe you have made a change in the URL altogether. Previously the URL that was indexed was uh okay. So let’s just say if you had a page which uh had 2020 in the URL as a year and now that it is 2024 you want to change that part in the URL as well. So in just in in such a scenario you would be using a permanent redirect which is a 301 redirect right because you want to make sure if any of those old URLs are also indexed those are also permanently redirected to the new one. Then uh 400 is bad request. So uh this basically means that the URL is incorrect. Uh 401 is unauthorized. So this means that uh you do not have access to it. Uh 403 is also forbidden like it it is not even allowing you to visit the website. 404 is not found. So this means there is no content or the URL itself does not exist as a page. Uh and 404 as we just saw is a very common error because often times what happens is some URLs gets created but uh there is no content in them at all. This is a very common thing that happens and that’s the reason it is called as 404. And finally uh the next most popular is 500. So this is an internal server error. I don’t know how many of you noticed but uh there were a bunch of uh those issues over here as well. 500 right. So for these pages there were some server issues and that’s the reason it did not get indexed. Um but yeah, I think I can understand uh and I can live with it not being indexed because anyways like these are not the pages that I want indexed. So that’s fine, right? So that’s basically some of the common HTTP status codes that you should be aware of. So let’s try and understand a little bit uh better about both canonical URL and redirect. Right? I’ve talked about this a little bit over here. uh but uh let me just show you what it actually means uh with some examples as well. So canonical URL let’s first look into that. So search engines what you need to understand is why is canonical URL even a concept. Search engines rely on unique URL and index all the pages they find on the internet. So as you just saw a URL could multiple type of URL could be created because of any number of reasons and uh as such now if Google search were to index all of those URLs what will happen is it would have so much data which is like worth nothing and that’s the reason search engines rely only on the unique URL that means it will rely on pages or URLs which has unique content. Now while there should be a unique URL or a single page uh often uh web pages can introduce slightly different URLs for the same piece of content. We just saw an example of that add to cutart. So a common reason for this is the use of URL parameters the extra bits of data appended at the end of the URL. And the problem is that search engines can’t decide what are important URL parameters for content and which ones aren’t. So what we do is as a solution we ourselves tell to go Google what is the canonical URL by using the canonical meta tag. This is a tag that is added to your page in the header section. And this line of code tells search engine that no matter what the URL might show up, the URL that they should be using should be the canonical URL when they are indexing the page. Right? So, uh this is a quick example over here on what the code actually looks like. And this is an example of Amazon. So, uh the meta tag, this meta tag that I’ve highlighted here is added to the head section of a page that tells search engines which is the preferred page. So, I actually got this entire content from Amazon’s website directly, right? Uh I just clicked on a random uh product on it and uh when I looked at its uh uh code uh within that particular code, the meta text and all the canonical URL was this. Right? So, but if any of you have noticed Amazon’s URL are never that small. It is never this small. Always whenever you are sharing the URL or something like that, it will have a bunch of different things after it, right? Like something like this. Whenever you’re clicking on any product page on Amazon, it will have a bunch of different things attached to it. So, the canonical URL is this, right? And this is both the pages will basically have the same content. So let’s just take a look at that. So let me just load this. And let me load this as well. Both of those URLs have loaded. And as I can see, this one is pretty much the same as this one. Now in such a scenario obviously Amazon would want only uh the most unique URL to be indexed or the most sleek URL to be indexed not this long URL with a bunch of different parameters and data etc. Right? And that’s the reason canonical URLs are used. So no matter what page you’re creating, it is always important to at least have a self canonicalization. What that means is if let’s say you’re creating a page which is website.com/ SEO, you can just put a canonical URL for that itself. So that it is very clear that no matter what other parameters get added uh Google will still have the right URL. That’s basically what it is. Uh it’s it’s the unique URL that you want indexed. Now what does that actually mean? So in the um in the inspect URL if you notice now uh if you don’t declare a canonical URL Google will select a canonical URL by itself and when Google selects it you don’t know which one it is going to select. Sometimes it will select something uh which is absurd which is not what you want. So in such a scenario it is always best that you use you declare the canonical URL by yourself and then it will take it or most probably use the same one. So that’s the main purpose of it right so that’s basically what canonical URL is how to declare canonical URL so you declare it by using this link real equals to canonical and then you mention it. So that’s how it works in code. I can actually show it how it looks in WordPress also. Let’s just go to Carbon Lightning, the website that I was using earlier. So typically if you use uh SEO plug-in like Yoast SEO or all-in-one SEO etc. uh it will take care of it automatically for you. So over here I’ll just quickly edit this. Let’s scroll down. Now in this as I scroll down there is something called as advanced in Yost SEO. I’ll just click on this. And over here it will say canonical URL. Now u if I want it to use the same canonical URL and if I don’t want to make any changes, it will use the self canonicalization and I will show you what that is. But if I want to make sure that this is not the URL that I wanted to canize, I can enter that manually over here. So I just need to enter the URL. That’s it. So let me just show you what the page actually looks like. So this is the page and over here link real canonical this. So this is the same URL that uh I currently have available right exactly the same. If I copy paste on it, it’s the same. The reason is because this is uh like this is the one that Yost automatically adds. So now even if this page gets loaded like this maybe something like let’s say uh source equals to SEO or something like that and someone visits it uh even then it will still use the proper canonicalized version uh for indexation. So that’s basically why this is important. Now, Yoast obviously takes care of it by default. So I don’t need to really worry about it on WordPress. Uh similarly, if you’re using a different content management system, uh there should be like a SEO tool which should probably take care of it automatically for you. If it doesn’t, um uh you should be able to at least mention this in the like customized fields of your page headers. And uh what that basically means is it will look something like this. This is the example of it. And finally redirect. But uh basically another reason that duplicate content might exist is because a web page may have moved from one location to another on your site. The old location and the new location could potentially be in the search engine’s index at the same time. And to avoid this situation, whenever you move content around, it’s important to implement proper redirect rules. Okay, so what does this mean? Uh I just showed you a quick example of it, but let me just uh show something over here as well. Uh carbon lightning. So you guys just saw that I had this review page, right? Okay. Yeah, there it is. So uh I had the solar panel review in depth. Now what will happen is maybe I uh because this is 2023 I want it to be for 2024 which is current year. So in such a scenario I will change the URL. So what happens is when I change the URL the old URL which is 2023 will cease to exist and it will show a 404 error. And since this is the URL that is indexed on Google, Google will think that this page does not exist anymore. So my ranking for this page will start to drop. So for such a reason, it is very important that I also redirect this old URL to the new URL which is 2024. So similarly, a lot of times you will be making changes to the URL of the page. And whenever you do that, make sure that the old URL is also redirected or has the right content so that Google does not uh confuse or create like duplicate indexations of it. And that’s the reason redirects are important, right? So yeah, that’s basically what I wanted to talk about as a part of indexing. Okay. So let’s look at uh the next part of it which is rich snippets, right? So so this is a rich snippet about rich snippets, right? Um what does it say? So rich snippets are also known as known as rich results are normal Google search results with additional data displayed. This extra data is usually pulled from structured data found in a page just HTML. Common rich snippets types include reviews, recipes, and events. Let’s try that. Right. So, I’m just going to do a quick Google. What are rich snippets? We have the same one over here. Right now uh if I actually uh as you can see basically right like this is very different from the results we see over here or over here. This is a normal search result right? This is what we expect that first there will be the name of uh the company or the website then there will be the URL then there will be this blue link which has which like Google expects you to click uh and okay I’m just going to go back and then you have the meta description right so the blue link is the page title and this this is the meta description so this is what we expect the normal search result to be but sometimes you would have these feature ed snippets right like this one so it it does say about like I don’t need to click on it but yeah you can find out more about this which we are anyways discussing over here but feature snippet as you can see is a very prominent uh thing because the minute I search for it it shows up over here right and as I scroll down you can also see uh even these videos are a part of some of the uh rich result. Let me see. Yeah, this is another example of rich snippets. So, this rating, the review, the price, the stock, free delivery, 14-day reserve, uh 14-day return. What are these? These are additional information in addition to what is already available. And how do you actually get this? you get it by using something called as schema. So what are the examples of rich snippets? Let’s take a quick look. This is an example u of rich snippet. Uh so obviously as I said right a search result can contain more information than just a regular title slug and meta description. For example, when you search for a funny cat video, the snippet may contain the thumbnail of the video, the duration of the video, the upload date, and the person who uploaded it. Just like this, it has a thumbnail, the duration of the video, the person who uploaded it, and when it was uploaded, right? Then, uh this is another I would say like around stock market that Google has. Um and then we have a bunch of different types, right? So for example, this is related to reviews and rating. Uh this is for songs which would include genre, release date, when it was recorded, uh when it was produced and some of the other site links around it. This is rating uh with a bunch of different uh reviews. Um num amount of time it would take, the amount of calories it contains. Uh this is for a movie which has uh streaming date, runtime, rating, genre, and release date. And finally, this is for a product. It says in stock, the price, the reviews, uh free delivery or not, 14-day return or not, etc. Right? So, what are these? How do you actually get those to show up in a search result? The answer is you do it by using schema. So knowledge graph is different. Yes. So knowledge graph is uh like uh typically it also uses some of your rich snippet data but knowledge graph is quite different. Google usually partners with uh providers for knowledge graph. Um okay so let’s try and understand how to get rich snippets. So there is something called as structured data. Structured data is a piece of code that you put on your website. So what is structured data? It’s a piece of code that you put on your website. It’s a code in a specific format written in such a way that the search engine can understand it. Now obviously for a search engine to directly pick up this data, it’s going to be so difficult, right? So that’s the reason you have to format it in specific order and a specific way. And that is by using structured data. So when I say structured data, what does it mean? It means by leveraging the uh schema or the uh structured data codes from schema.org. So big search engines have developed a project called schema.org where you can find all the structured data markups supported. So uh by the search engine you can use this to find markups. For instance, if you sell sh sells shoes, uh you could show what color shoes you sell and what sizes you offer in the snippet via product schema. This is available over here. So this is a products related schema and in this as you can see when you’re using these different tags for those tags uh what it expects and uh some details around the same right now obviously as I scroll down you will notice there are so many different tags for it right so many different things and then it also provides you like uh some examples around what it looks like without any markup, what it looks like with uh by using like let’s say micro data and uh maybe if you’re using JSON or maybe you’re using structure etc. So this is something typically a developer would be helping you with but then how can you do it yourself and that is what we are going to talk about. So luckily um you don’t solely need to depend on a developer for actually working with structured data. U I’m going to show you two methods. Uh the first is on using a WordPress plug-in. How you can do it using WordPress and second is how you can do it manually if you don’t have WordPress at all. So let’s try and understand. Now these are some of the tools that you would be using for working with it manually. So there are three steps to it. The first is you need to identify the type of snippets that you want to use and you can look at the previews of that over here. So this is a direct guide from Google itself. Right? So developers.google.com searchs appearance structured data article. So this is the article structured data. But let’s open it. So what is this article? Structured data helps with article, news article, blog posting etc. Typically this structured data would look something like this with a thumbnail or with a specific image that you have uh as a part of your page and some quick snippet about the content of it and uh uh they have provided an example over here. As you can see um uh now let’s say this is your HTML page within this uh this is where your structured data script is provided. So it has uh the type of content it is. It’s a news article. Uh the headline of it, the basically the headline of that particular news article. What are the images that you’re using? Uh what is the date it was published? What was the date it was modified? And who is the author person? Uh so if the author is a person or an organization, that’s what it is. uh the name of that person or organization and the URL profile of that author. Right? So if there are multiple authors, you would have multiple authors listed similar to this. And uh if I click try it out in rich result test code it will say if it is valid or not. Right? So we’ll go through it step by step. Don’t worry but that was just like quick example. So as you scroll down for this article, you can see proper guidelines around it like what are the different uh properties that are available or objects that are available and uh how you can work with it along with some examples as well. And if you look in the left hand side, you will see these are the different structured data snippets that uh Google search is um uh like okay with and basically supports heavily. So, book actions, breadcrumbs, carousel, uh course info, course list, discussion forum, uh Q&A, uh salary estimation, uh employer rating, events, FAQ, jobs, math solver, movie carousel, right? Then you have uh within product you have product snippets, merchant listing variants, product variants that is uh your profile page, recipes, uh review snippets, right? Videos. So you have all of these different snippets and as you go through it, it will also give you examples of what those snippets could look like. So over here, as you can see, uh when I selected video, it shows like a quick example of what it could look like. So over here it’s like uh this is how it could load the video. Uh in the image also it could show the video sometimes in the video section it could show it and uh of course in the discovery page of Android phones also it could show it. So yeah that’s uh how you can identify different structured snippets data that is available. So this is like all the list of it. You can also see like different uh type of things. So for example, let’s say if there’s an event or maybe you’re conducting an offline event etc. you can use this to actually uh get extra traffic from it because Google also supports searching for offline events etc. Right? Um and uh yeah so that’s the main thing at the end of the day. Why why would you want to use this? The reason is so that uh you can show more information on Google search and when you do that there’s a higher chance that you can also get uh not only better ranking but better clicks or traffic to your website which is much more informed. So this is where you can find. So once you have identified the type of snippet and pre uh like that you want to use you can um now if you’re using WordPress it’s a much more straightforward way. So I will show that in the next slide. But uh if let’s say you want to generate it manually the way that you would do that is you would be using the schema generator tools over here. So uh over here for example uh schema generator tool we have I have listed three. You can use any of these. It’s not like you have to use all three of these. You just need to use one. I’m going to uh select the Google one. Right now what this does is it helps you create the schema that you want. So I’m just going to um let’s say I’m going to open the carbon lightning page only the solar panel one. this one. I’m going to copy this URL and paste it over here. Now once I’ve selected or identified the uh structured data that I want to create, I will just uh identify that over here. So this is an article. So I’m just selecting articles over here. Right? And then I will select start tagging. So what it does is it loads that web page for me and over here using this tool I can directly uh like select the text that I want to use for tagging purposes and if I don’t want to select from here I can directly enter the details also. So let’s just do that. So uh I want this to be the title. So what I’m going to do is I’m going to select this right and uh um then it says article body. I’m going to select maybe some of these uh maybe I’ll just keep it till here to keep it simple. Article URL. Now, URL, I don’t really have one. Uh, image, I want to use this as the image. Uh, date published. I don’t think I have date published on this. Oh, that’s something that I should definitely add. Uh, author name. I have the author available here. So, this is the author. And if I want to understand what are some of the things that u um I don’t know I can also like hover on it. I think this is supposed to be article name if I’m not wrong. No, it’s the name of the author. Okay. Or is it? Yeah, it’s the name of the author. Okay. So in that case uh this is going to be author type I guess but anyways I’m just going to select this as a name of the author um URL I can add that manually publisher aggregated rating etc. Okay so I have selected whatever I could find. I’m just going to add missing tags. So uh let’s say if maybe I want to add uh um the URL. So URL is going to be this one. Uh what is that? Grab lightning. This one save. And the URL is also added. Now once this is done, as you can see, I’m not writing any code here. I’m just selecting the right things. And if I want to add something manually, I can just do that from by using this add missing uh tags. And once I’m done with all of this, I can just select create HTML and it will automatically create micro data or the JSON format for this. The next step for me is I just need to copy this data, right? I just need to copy and paste it within my uh uh header of the website. That’s it. So that’s basically what I would be doing. And if I want to test it, I can go to this URL. I can copy this. I can go to the code section, paste the code and I can select test code. It will test the code and it will tell me if everything is valid or not. And it says there are non-critical issues. So I can also understand like okay unnamed item. So looks like headline and author is missing which uh basically I can add. So this is essentially how you work with it. Uh if you don’t have access to some of the schema generators etc. Right? Uh if you want to or if you have to generate these manually or understand how to work with it without having knowledge of proper code, this is how you can work with it. But if let’s say you have something like WordPress etc. there are plugins for this as well. Okay. So on WordPress uh let me see the plug-in that I have installed. Yeah schema and structured data for WP. So this is the one that I have installed. And uh over here if I go to my post I’ll just click edit. Now all I need to do is I’ll just scroll down. There’s Yost SEO. After Yost SEO, you will see as you keep scrolling down, there will be something called as schema and structured data on this post. So it automatically fetched the right schema for me here. But if I want to make changes to it, I can do that. I’ll just click modify sche article schema output and uh it like it loads what it has already identified right uh the headline the description the article section the article body right it has automatically created all of this for me including the author type person and even my photo nice um all of these things it has automatically identified and if I want to make changes to it. I can do that. So that’s the best part about these tools. They know like what are the things and what are the different parts or aspects that they need to select and based on that it becomes super easy for me to directly u not worry much about it. So uh if let’s say you are using WordPress or any of those other tools you can use these plugins as well. There is a plug-in called as uh uh Google sitekit. So just install that plug-in and uh from that you’ll be able to validate your Google search console access. So the process for structured data uh I’ll just do a quick overview on it. Right. So there are three steps. The first is to identify the structured data type that you want to use. You can go to um the developer URL over here. So just go to that and you’ll be able to find all the different type of uh articles and or the different type of structured data types that are available. Select the one that is more relevant to um like basically know like which one that you should be using. Once you have done that, the next step is to use one of these tools to generate the structured data. And uh once you have done that uh you can test that in this particular website. So how do you actually use these tools? Uh what you would do is you would basically just go to let me just open this tool once again. You would go to the tool uh you would select your already published page over there or you can just copy paste that URL over here. And once you have done that you just click start tagging. you tag the data or select the data over here. So for example, if I want to tag this, I can just select it and I can tag it accordingly, right? Based on the one that makes sense. Once I’m done with that, uh I can just uh like create HTML and uh get started with it like by uh and implement it. So this is the manual method. If you want all of this to happen automatically, you can use the WordPress plug-in that I shared over here. So yeah, if you want it to happen automatically, you can just use this plug-in. Uh you can also uh use WordPress.com uh free version of WordPress.com. I don’t know uh what actually it’s been a while since I’ve used the free version. So, I don’t know if you can install plugins in this. I don’t think you can. H I don’t think you can. But at least you’ll be pra able to practice a bunch of things. If you at least create the free website, this free plan of WordPress, uh you’ll be able to practice connection with Google search console, working with that, uh posting content, etc. uh you’ll be able to work with all of those things if you at least work with the free web uh free account of WordPress.com, right? So yeah, um that’s what rich snippets or schema is all about. Okay, so let’s talk about the next part which is experience. So now what is experience exactly? Let’s try and understand this. So experience is u so far what we have been doing and what we have been talking is all about how the Google bot sees our website and uh how we can make it easier for Google bot to work with our website as well. So in such a scenario what does experience actually mean and why is it a part of technical SEO? The reason is the next part to make sure that your website is good in in a good standing and people can actually visit and work through it is the experience that you’re delivering to your users. Let’s try and understand what this is uh technical SEO experience. Essentially, what is this? This is uh the experience that a user will have when they visit your website. So essentially um there are a few things that you should be taking care of. The first is that uh there is something called as core web vitals. I will be showing how you can measure this right and this is a very important aspect for your website to know and understand um what are uh or what type of performance users are seeing when they visit your website. Second is that it should be mobile friendly. I don’t think I need to say this or explicitly talk about it anymore but it is very important because we often forget it as uh like we work on it right. What happens is most of the time when we are creating a website or working with a website we would be uh doing that on a desktop and as we are building it as we are working with it etc. we tend to forget what the website would look like on the mobile phone and in doing so we often times would see that uh uh even if we are offering an amazing experience on the uh like let’s say horizontal screen orientation something like the uh uh the laptops desktops etc uh the vertical screen orientation of your mobile phone is probably having a lot more difficulties So it is very important that your website is mobile friendly because in today’s day and age almost 80 to 85% of your mobile uh of your traffic is going to be from mobile phones. Being mobile friendly is an important aspect. Third is to not have a lot of intrusive interstitials. What is interstitial? Interstitial is nothing but pop-ups. Let’s just go to um any of the Indian news website. I’m just going to type it. Money control. Yes. Oh wow. This is an interstitial right when I try to visit money control. This is an advertisement even before I was able to visit the website. Right. This is an example. Literally in the URL if you notice it says interstitial. Let’s continue to money control. Okay. Um it has something over here related to push notifications, right? Uh often times website would also have some kind of a video popping up from over here right and then um like if I say no thanks maybe something else will load and there would be bunch of different ads etc right but you get the point overall it becomes very difficult for me to go through anything and that’s what an interstitial is all about okay so that’s basically what I wanted to show right that uh these obviously are not good experiences and especially if I visit the uh maybe the mobile page uh you will notice that uh it’s even much uh worse like for example uh if I let’s say load something over here it will show a bunch of different ads it will show like a bunch of different uh things on the page which are blocking me from reading anything at all like uh Maybe it has this thing get app uh sometimes they have like live chat and a bunch of other things. So the more you have those what happens the user will have a lot more worse experience by doing so. So it is always good to avoid as many pop-ups as possible and finally making sure that your website is secure by using SSL. Right? So these are the four main thing. We are going to dig deeper into all four of these. Uh some of those are very straightforward. I I I think mobile intrusive and all I’ve already explained those but I think uh let’s dig into the site performance a bit because that’s going to be a lot more interesting. So let’s try and understand first from uh the site performance including the core web vital. So what about the site performance or the speed of the website? Site speed. Site speed is simple. How fast is your site? Now I don’t know how many of you uh know this or are aware of this but uh the first big billion day sale of Flipkart server crashed. So uh what happened when uh server crashes people could not access the website could not buy anything probably. So basically what happened is the site crashed. It was so uh I think it was almost 10 years back or so that they had this big billion day sale and that was massive. Literally the prices that they had was crazy because they were like spending a bunch of money on investor money that is on all of those things. And what ended up happening is uh because they all of a sudden got so much traffic uh the website was not at all loading. It loaded for the first few minutes but then it completely stopped working at all and it was down for almost 1 to two hours if I’m not wrong. So uh and that’s the thing right like uh now what happens is when the website is not loading people will not be able to visit it and if people will not visit it unless and until they actually want something from it uh they will abandon it and they’ll be like okay if it is not working I don’t want to go on it anymore. So big billion day was an exception because people knew that okay they are going to get a good deal so they kept trying to go to it but they’re not going to do that with your website right like u especially with SEO where they have so many options like literally if let’s say if you’re searching for uh maybe how to uh how to type on a keyboard maybe that’s a search query and you find a bunch of articles around it yours is one article out of 10 if they went to your website it does not load what will they do they’re like I don’t care I have a bunch of other websites I’ll visit one of those right and that’s that’s what happens so site speed matters a lot uh like unless and until you are offering something as tempting uh people are not going to be just waiting un until the website loads right And that’s the main thing like obviously now does that mean it’s simple? Uh not really like even today a lot of websites go down and that’s quite common. A lot of websites become slow. That’s also normal. Uh so it’s not simple but at the same time there are a few things that you can do to make it uh easier. So the site speed however can be determined in various ways and at different times while loading a page. This includes the time until you see something on the page to happen or on the screen to happen. The time until the entire page is loaded, the time until the site is ready to be interacted with, and the time to first bite, the time it takes for your server to send back the very first tiny bit of information. What does that mean? So if I go to moneycontrol.com, I’m I’m doing the cardinal sin once again. What happens? It loads something. It loaded the text on the top. And after a bit of time, then it loaded this advertisement. Now, if I go to this, the first thing it loaded are the ads on the top. Apparently, ads are faster. Then it loaded uh a bunch of other ads at the bottom as well. Finally, it loaded the menu and then it loaded uh some more content over here and finally at the end it loaded the ads on the right hand corner. So as you can see there is a sequence. First it would load something second, third, fourth, fifth. So and all of those we could clearly see. Now how do I visualize this? There’s a tool for that as well. Let me just do that. Uh let me just put this at the bottom. Uh I’ll remove the responsiveness network. Okay. Now, uh disable cage. Let’s throttle it to 3G. You guys don’t need to worry about what I’m showing right now, right? So, let’s just reload this. Okay. Now what just happened is as you can see this is like a good visualization of how long it is taking for each of the elements to load. And as you can also see there are so many different elements that are getting loaded. 229 requests so far and the entire page has not even loaded. 231 2 MB has been transferred. The resources are 3.6 MB in size, right? And uh I think it is still loading if I’m not wrong. Or is it stuck? I think it is stuck. Oh wow. But you get the point, right? Like as you can see, this is how long it took for the entire content of the website to load. So if let’s say the content that you want people to interact with is somewhere over here, there’s a high chance that some of the people will drop off in this time frame itself. Okay, finally everything loaded. Uh yeah, it it went to this size. See I I don’t think I would have waited this long, right? If I had other options. And this is why there are different stages to a website and different stages to how fast a website is. This is still going on and that’s what I mean. So it should be a fast website. Uh this is something that is available in any of the browser like Chrome. So what I did is I just pressed F12L and then I went to network. Again you don’t need to worry about this. I’m going to show a much more simpler tool for you to do this. Right? So that’s what sight speed is. So let’s try and understand a little bit more about this. The importance of sight speed. If your website is slow, people will bounce off. Bounce rate increases. And uh uh the bounce rate if let’s say the load time is up to 5 seconds, it increases by 90%. If the tight site takes 10 seconds to load, the chances that the bounce but that’s true, right? Like no one is going to wait like 10 seconds for a website to load. There are like so many other options. Why should they wait? So, and that’s the reason Google has officially announced that page speed will be a ranking factor and it is including the mobile first index part. So, there are a lot of ways that you can look at improving your site speed. Um I know some of you a lot of you maybe not understand this properly but uh a quick win is to make the images file size smaller and improve the load time um compress the files use better servers etc. So how do you actually uh identify all of these issues? Right? So I’m not going to go through these because uh this is something again uh if if you are technically savvy you can quickly understand these but I’m going to show you ways of how you can actually work with this. So let’s start with page speed insights. So there is this website called as page speed.web.dev. So what is pages.web.dev. Over here you can enter any uh website that you own uh which you want to analyze and work with it. Right now in addition to owning the website even if you don’t own it you can still analyze it. There is no issue with that. So let me do one thing and uh I’m going to work with carbon lightning.com. I’m going to open let’s say myntra.com right and I’m going to open Gita’s website. Perfect. So now uh if you notice there are two sections of this. One is discover what your real users are experiencing. So this is something that shows up only when you have uh a lot of people visiting your website uh from a Google search etc. Um now typically big websites are where you will see uh this even if the website is not too big you will still see some data as long as there are at least like let’s say uh traffic in thousands per month for your website. And uh second thing that it shows is uh performance issues that it has identified through a simulation. So this is not a simulation. Real users one is not a simulation. It is based on what actual users are experiencing. And this one is a simulated thing that Google has built based on its bot. And if you notice it has mobile and desktop sections. So you can check what the performance looks like in both of these segments. So in mobile it has four different sections. Uh the one that I’m going to primarily focus on is performance. So as we scroll down in performance you can see it has some metrics over here. It has first contentful paint, largest contentful paint and cumulative layout shift. Right? uh these are what you call as the core web vital. These three metric help identify uh how users are experiencing your website overall. Uh total blocking time is basically uh so I’ll I’ll explain all three don’t worry. And then total blocking time in the sense like how long it takes for uh the website to load without blocking anything. And what is the speed index overall? How long it took for the entire website to load? So speed index is quite bad of this website. 7.4 seconds. And uh first content full paint. So what is first content full paint? This means how long it took before it was able to load anything at all on the website. So it took about 1.8 seconds. Second is after that whatever is the biggest element. So let’s say if your biggest element is an image or a video or something like that how long it took for that to load. So that was 2.3 seconds which is fair. The third is cumulative layout shift. So what this means is uh once the website has loaded did the layout change and I will show you a very good example that Google has for this as well. Uh so as we scroll down we also get this tree map of how Google saw this website load. If I click on view tree map but yeah as you can see in this uh snapshot maybe I can zoom in to show a little better. Uh each of these are screenshots that it took uh to show like how u each element of the page was loading. Correct. So that’s basically what it shows over here. So u it looks like in the first three slots it uh did not even load anything and then um from the fourth slot it started to load something and that’s the reason the first content full paint is so uh poor. It is 1.8 second. So each slot is 0.5 second. So in the first 1.5 second nothing loaded in the uh between 1.5 to 2 seconds something loaded. So that is the first contentful paint. Uh then uh slowly between 1 2 to 2.5 2.5 to 3 to 3.5 and 3.5 to 4. So I know how uh long it took for the content to load. So this gives me a good glimpse of how fast my website is. Now as I scroll down uh it also provides me diagnostics in the sense it tells me what are the potential areas for me to improve. So it says reduce unused CSS. So this means like uh essentially if I have some uh code or some files that I can probably reduce or uh look at uh minimizing uh initial server response. So it says like how long it took for just the server to show up or server to respond. So probably I’ll need to work on the server a bit. um eliminate render blocking resources and all but as you can see it’s already at 90% so I don’t don’t really need to work on it except for maybe SCP uh FCP a bit and also the speed index a little bit but mostly uh based on all of these checklist and as you can see the audits the number of audits it did it seems pretty decent right uh similarly I have all the other uh different areas as well like uh serve of images with low resolutions and all as a per out of best practice that I can look at as well. But overall, this gives me a good idea of what are the things that I should be looking at. So let’s just take a quick look at some of the other pages uh that I have loaded over here before I talk about uh a simple way of improving the score. So this was page of so it looks like there are already real users who are visiting the website and its core web vital assessment has failed. So it says the largest contentful paint happens at 3.3 seconds. So there’s a possibility of improving that cumulative layout shift is zero. That’s good. Uh ne interaction to next paint. So this is an interesting one as well. I’ll talk about this. uh first contentful paint is at 2.9 seconds and uh uh time to first bite is 2 seconds. So that means for first bite to show up it takes about 2 seconds right. Uh however the overall performance is at rated at 83 and uh some of the things that uh uh Gita can probably do to help with this are also mentioned here like for example this background image uh can be uh much more smaller right uh but this is not that big of a website so let’s try and understand what a big website looks like like myntra even Myntra has failed its core web vital. What does that mean? It means that sometimes u it’s it all depends upon see how bad this is. It all depends upon how you’re optimizing and what you’re working with and the type of users you’re working with. Uh just yesterday I think I was analyzing one of the websites uh which had a pretty decent uh site speed. Uh let me just load it. One second. So as you can see this is another website storebox. I was just analyzing this yesterday and uh you can see it’s core web vital actually passed FCP in green LCP in green FID everything is in green right and now the thing is how can you make this happen or how can you make something like this happen? Now, obviously, there’s a bunch of different things, right? It’s it’s very complicated. As you just saw, there’s like a bunch of different areas that you should be working with. So, as a part of quick win, the main thing is that you should optimize your website with uh by having smaller websites, smaller file sizes, etc. Uh make sure that you’re using uh the latest technologies so that it is much faster. uh you’re combining files so that it is again much faster. You’re using uh uh compressing the files uh you’re using the latest servers etc. Now all of this can be a bit technical. So the most easiest way is essentially use a plug-in right uh what does a plug-in look like? You can use WordPress plugins like Lightseed Cage, W3 Total or even like premium version of WP Rocket. Uh all of these are pretty good plugins that you can use to optimize your website. I personally for carbon lightning I’m using light speeded gauge, right? All you have to do is in um like in this once you have installed the plug-in uh there will be something called as light speeded gauge. The one thing that I like about is the presets. You just go to this. You can select the advanced preset by default. You don’t even need to worry about it. Just click apply preset. And once you have done that, so let’s say for example, I’ll do this like apply preset. And after that, I can just uh like click on this button and clear or purge all the cage. That’s it. What this will do is it will take care of all of these things for you by default. It will even like do some basic optimizations etc uh that are needed and uh that should ideally help you improve some of the performance but at the same time as you notice the core web vital and your performance score can be a bit different. So what are core web vitals? So that is how you improve the performance this performance score. But let’s try and understand what are core web vital right. So uh if you install the plug-in obviously there’s a bunch of things that you can do with it uh in terms of optimizing and working with some of the different cage compression and all of those things automatically taken care of for you. Every other content management system will have that. But uh for core web vital let’s first try and understand what these things exactly are. So I’m going to first talk about the u u the largest contentful paint. Actually these are the three that have been promoted to core web vital now. So let’s talk about largest contentful paint. I’ve just clicked on this and as you can see over here it clearly says uh what is largest consent pool paint. So it basically if it is under 2.5 seconds that means it is good right so this means whatever is the largest content on your website how long it takes to load. So some examples over here uh for largest contentful paint as you can see um in this in the first few seconds it was this this part was the largest contentful paint next this was the one after that this was the one. So it basically shows an example of uh this being the largest contentful paint of the entire page once it loaded and how long it took to load this. Same with this one over here. The LCP is this one. This is the largest contentful paint. Uh in Instagram it’s its logo when it you’re trying to login. In Google when you’re trying to do a search the largest contentful paint is probably this one because it takes the most amount of time. uh sorry over here like because it takes the maximum space right so that is basically how you identify LCP similarly luckily we also have good examples for all these uh others as well I’m going to just talk about these two right now you guys can explore the others as well and you can find more details around it on web.dev def but let’s look into this nip is basically u how responsive your website is for uh interactions so poor responsiveness take a look at this when you click on something it takes a lot of time to load so let me zoom into this a bit and hide this as you can see it is taking so long to load but over here a Good responsive website loads quickly. So this is a very strong part of the experience that your users will have once they load the website and that is what INP is interaction to next paint. So how long it takes to interact with the next part of the content. So what is this? This is nothing but a sudden shift in layout. So let’s say a website loaded and it’s like order confirmation and you want to go back but all of a sudden something loaded on the top because of which it completed the order. What happened? Why did it happen? It happened because the layout shifted because something loaded later on something on the top it loaded later. And uh if there is a shift in the layout as your website is loading that means your cumulative layout shift score is high and if it is high that is bad. It should be zero. So what that means is there should be no shift in the layout as the website is loading. Right? So these are some things that are not directly related to the uh performance aspect that you see here but instead it is more related to how you’re designing your website or how you’re creating your website and ensuring that the type of images or the type of things that you use are that much more optimized. Right? So that’s basically what the sight speed and core web vital talk about screaming frog SEO tool. So I’m going to provide like a quick demo of how it works and how you can work with it or use it. Um this is pretty good to identify a bunch of uh technical issues as well as some of the content related issues. Uh but don’t worry, we’ll have like a pretty good uh uh walk through with this one. Okay. So, let’s get started with this. I’m going to start with uh uh this carbon lightning website only on this because this is fairly smaller website and I don’t think it’ll have a problem in crawling the entire website because it’s not that big. So, let’s see. Uh let’s see. It has Okay, it does have a bunch of category pages. So, maybe it is a bit big. Uh let me try this one. I’ve not created anything in this. Yeah. So I think this is a fairly decent site. Uh there’s an about me page, there’s a homepage, there are a couple of blog articles and that’s about it. So I think this is a pretty good one to start with and I’ll show you why I’m choosing a smaller one and then not like a bigger one. Right? So uh before I start let’s just try and understand what is screaming frog SEO or uh the screaming frog this tool that is there. So this is a tool. So what it does is it’s a it is something that you install on your desktop be it Windows, Mac or Linux and you can use this as a website crawler. So what it will do is it will crawl your website and help on uh improving your onpage SEO issues. So this includes both the content as well as the um uh the technical part but primarily it is on the content uh sorry primarily it is on the technical aspect right. So what it will do is it will for the free version it will download and crawl 500 URLs and uh if you buy a license it will become unlimited basically uh there will be no limit that’s the main thing right so um it does do all of these things you can like uh go through it if you download the app also you’ll be able to check it out and these are the things that is included as a part of free version in addition to that in the paid version you also have like let’s say crawl configur ation uh JavaScript rendering near duplicate content uh mobile usability crawling validation structure validation grammar and spelling checks custom extraction so there’s like okay apparently crawl with openAI and Gemini is also there uh but yeah as you can see there’s like a bunch of different additional features that they have available uh with the license so u now obviously I’m not expecting that if you’re just learning that you go ahead and make a purchase of the license because that wouldn’t really make sense even me myself unless and until I’m doing it for a purpose of actual work I wouldn’t use a licensed version right so that’s why even for me as you can see it’s an unlicensed software so once you download and install the software this is what it would look like right it’s fairly easy to download uh there’s nothing like a registration or anything I think you just click download and it’ll download the particular ular software for you. You select the operating system and done. Once you do that, uh it would have a bunch of different things on the screen as you can see. Uh there is the file where you can like uh look at different recent things that you have crawled probably right. Uh you can uh look at different modes like list, SER or spider. So SER is like search engines result page that it has configuration if you want to configure something um if you want to export some of the reports uh get the site map visualize some of the things etc right like it has a bunch of different features and these features are actually built over a period of time uh screaming frog SEO if I’m not wrong it was created almost uh a couple of decades back uh probably 15 years is when it was I’m not really sure when it was created but yeah it’s been quite some time and that’s the reason right now we are at version 20 of this right and uh overall uh this is this has been one of the uh easier way or simpler way to understand how a bot would look at your website so to get started you would just paste your website link over here I’m just doing that I’m pasting the website link link and after that uh you can select the option you uh by default just go with subdomain because that’s like the normal one. uh but u in this what it does is it will go through all the different uh aspects or you can also just have it extract URL but uh don’t really worry if you’re just starting out right just start with subdomain you don’t really need to worry about anything else enter your main domain name uh select this and click start that’s what I’m going to do so now what happens is once you do that it will uh start to crawl the website so this is the website that I asked it to crawl. So now it is crawling it. It is going on the landing page and it is identifying what are the links that are available and it will click on every single link that is available. This is basically what the uh crawler will also do. Now if you look at the website as you can see there aren’t many links. There is this homepage, there’s about me, there is this um um this uh content link there’s like a read more link but both of them are same, right? There aren’t really a lot of links over here. But if I check this out, as you can see, it identified total 16 URL. And I can also see what those URLs are. So, um, as you can see, it identified the homepage. This is the about me page. Then it also identified the CSS uh file that uh loads the content. This is the first link. Um I don’t know what this is exactly. Okay. Uh then this is the second link. Uh this is the author’s page and then there’s like a bunch of uh other files that are related to working of the website. And finally an uncatategorized category page. Right? So these are the pages that it identified. Pretty simple, pretty normal. And as you saw, there aren’t really uh a lot of pages that are u indexed or a a lot of pages on the website itself. So that’s the reason it just identified these. Now in addition to that, I can also check the external pages that it identified and we can also see like what those are. So LinkedIn it identified uh Chrome extension it identified um um and a bunch of other uh articles and URLs as well right uh if I go to security I will be able to understand u if like there are any issues or errors over there so so 200 means everything is okay 400 404 means not found so obviously this particular page is not found and that’s the reason we have that right and so on and so forth, right? Like you have all of these different things like response codes, URL. Uh if you just want to validate every single thing, you can just check this nice little sidebar that they have created over here which includes everything. U over here it tells you like what are the different types of pages that are there. Uh what are the HTML pages? You would probably be looking at the HTML pages only. uh then in terms of security uh are there basically any content which has HTTP or HTTPS. So if there is even one piece of content which is HTTP probably good idea to move it to HTTPS because you should be using SSL right. Um it says that there are some content or some content policies missing. So this is something that can be improved. Okay. Um, and as I scroll down, right, uh, I also get to know like some of the other things like how many were properly loaded, uh, based on the response codes. Uh, as I can see like out of 16, 11 properly loaded. Uh, two had a 404 error probably and, uh, the three were redirects. Okay, so these are the redirects and I can see like what they are. Uh these are 404. Okay. Interesting. So that’s what it is, right? And uh then internal also I can take a look at what uh the internal data tells me. If something was not found, yes, of course, this page is not available. Um in terms of URL, if there is something so as you can see it has analyzed so many different thing. It also analyzed the page titles for me. How many page titles are over 60 characters? If you remember being over 60 characters will not have or show your page properly on the search engine. Uh how many of them are over 561 pixels. So those onpage checklist is something that it is also helping validate as well over here. Um if there are any let’s say meta descriptions that is missing. So apparently all three of them are missing meta descriptions. Uh meta keywords doesn’t matter. It’s not relevant. You can ignore this one. Um H1, if H1 is missing somewhere, uh if H2 is duplicate somewhere, so I can see uh over here uh there’s a duplicate H2, right? And so on and so forth, right? Like there’s so many different things it checks uh low content pages, uh soft 404s, readability, difficulty, um and then uh canon recalization. So let’s say if uh there is a canonicalized page or not. If the pages are canonicalized then that is good. Um and yeah everything is self-referencing. So that’s perfectly fine. Um pagination directives like index no index follow no follow. I’ll explain some of these things in the backlinking phase don’t worry. Um Href lang. So if you’re running or working with uh different languages than English uh using these tags become very important. U in this you would basically be saying like what is the type of language your website contains. So Google will also get to know about this. Um and yeah like that’s essentially uh what it has right like all of these different things. Now from this uh for you to identify issues it becomes a bit tough. So the best part is it also has something called as issues over here. So I can just click issues and from issues it will tell me what are the major issues that I should be looking to fix. So H1 is missing. This is a very uh uh like this is an actual issue. The priority it also prioritizes the issues for me so that it becomes super easy for me. So this is like okay something that I should fix. Uh this is an opportunity page title is over 561 pixels. Uh there is another opportunity. This page contains low content. It has only 141 words. And then uh as I scroll down it also lists all the low uh priority issues as well for me. And on the top over here, it also tells me if there are any high priority issues like if there is like a no follow, no index. Um if there are any uh pages without internal links, if there are any internal client errors. Right now obviously I will have to validate these myself. This is basically what it identified. But I will have to validate if what it is saying is correct or not. But uh this becomes fairly easy for me, right? I don’t need to remember like what these issues could be. I can just run this and I can just like over here I can just export this and uh maybe I want to export it in an Excel workbook, right? So I’ll click save and open. Let’s see it’s taking a bit of time and yeah so once I do that as you can see I have list of all the different things. uh they uh generously and graciously also shared how I can probably fix some of these issues which is pretty good. All right. Um maybe I’ll reduce this size a bit. Yeah. Uh so basically I will uh get to know from here like okay if uh there are anything that I can do to fix it. uh I can sort it by maybe priority. Maybe I want to first check out the ones that are of high priority and I’ll just filter for that. And then for each of these it also tells me like how I can probably fix the same right. So this is the main reason uh u this is a very good tool because not only does it make your life easier and quickly just validating a bunch of different things if you are working with like hundreds or thousands of pages but it also helps you uh quickly know like okay what are the potential issues and how you can probably go uh understand it and also how you can potentially fix the same. So that’s the main thing about it. So I’m what I’m going to do is this was a fairly small website, right? So it obviously does not have a lot of things, but let’s try and do it with uh a bit bigger websites, right? So I’m going to select Dragon Flora. Okay, interesting. Let’s open the website also. Let’s do that with uh one of these websites. Sweet. Let’s see what it does. So um I have Oh, I thought I already started it. I have started this. Okay. And yeah. So as you can see at the bottom right corner, it is currently detecting different pages or different URLs and then uh crawling them. So far it has detected 300 plus. Let’s see. 315, 318, 321. Right, it keeps going going and going. Looks like there’s a bunch of PDFs that this website has. Looks like it’s almost done detecting where it keeps detecting more and more URLs, right? So, okay. So while it keeps working, we can still access or go through some of the data. But anyways, it’s almost reached. Oh wow. Okay. So there’s 479 URLs in this. Perfect. So it is done, right? So it has done this analysis and uh now as you can see uh basically this is the main URL. This is the uh like WW is actually redirected to this. Perfect. Looks good. And these are all the internal pages or URLs that it has detected. As you can see, it clicked on every single button that it found. So, page number zero or something. So, these are I believe paginations. So, it went through all of them, every single button and then looked at identifying like what it does and what should be done. It found uh the external uh uh links as well and for some reason it found a bunch of PDFs as well. Uh not PDF. Oh, images. A bunch of images and CSS. Okay. So, it has a bunch of images apparently. Yeah. And then it also has bunch of CSS files as well. Right. So, that’s basically what it saw. So as I’m not going to go through all of this once again uh uh but let’s just try to go through the issues right and we can see overall it has identified 32 issues in total it says uh uh out of that there are three issues 16 are warning and 13 are opportunities so let’s go through these bit by bit so I’m going to first go through issues what are the issues that it identified So let’s see three issues right? So let’s try and understand what these issues are. So what I’m going to do is I’m going to expand this a bit. And now it says there are three issues. The first one is this one. It says this URL is uh giving us 500 internal server error. Okay let’s just identify what this is. This is the URL. The status code says 520. And this URL looks like it’s like a page nation itself nothing else. So let me just open this in the browser once. Um okay. So yeah it says that there is a uh issue over here with indexing this. Um but I think that is probably because of this. So as you can see there’s like a bunch of different images as a part of the slider and uh it essentially uh could not index one of these is what I’m assuming right so okay anyways this is completely fine I don’t really need to worry about this right now it does load the URL for me so I’m perfectly fine with that for now uh now over here it says these are medium issues H1 is missing so it says in contact and the blog H1 is missing. So, let’s just take a look. So, when I open this, um, yeah, basically there isn’t like a proper H1 or a page title. Um, but yeah, that could be something that can be added over here because I think these are H2s if I’m not wrong. Yeah, this is an H2, right? So it is missing H1 is what it says. U so there should be only one H1 per page and uh if you are add that then that becomes easier. So for blogs and contact and all this is something that happens quite often. So it is good if you add uh those two. Um yeah that’s pretty much it with H1 missing. So there are two URLs which does not have an H1 and then there are all of these images where there is no alternate text. Now what is an alternate text? Alternate text is something that is very beneficial for accessibility as well as for crawlers etc to read the or understand what your image is all about. So that’s the main point of it. So if I open this image for example, this is the image and looks like I can also see where it got that image from. So if I scroll maybe not. Okay. Um image details. Okay. So when I go to image details, it tells me where it got this image from. It was from the homepage. So on the homepage, this image could use an alt text. So uh that’s basically what it says. So same for this one, right? In product and services, this image does not have an alt text. This one, this one, this one. Uh and essentially if I add that, it becomes easier to for me to make sure that all of these are also properly accessible by the uh crawler. So that’s basically what it says. Similarly, I can go through the warnings as well. So it says like there are some no follow links which is fine. This is fine. Uh so I just need to check the warnings if those warnings are fine or not. And uh that is how I can proceed. So similar to that uh I can take a look at this one like no index uh email protection. Yeah, completely okay. Canalization. So it says uh pages that have a canical uh canonical to a different URL. Okay. So it just says like the these are canonicalized pages. So when I go to gallery, what does that mean? URL details. Let’s see. It says it is canleized and the canicalization link is gallery itself which makes sense, right? So essentially all of these are additional parameters that are getting added and for that uh this is the canicalized URL which is perfectly fine. So I’m completely okay with this. And uh then uh canle canonical missing. So in this particular for this particular URL there is no canicle which is again fine because this is like a file p uh this is like a pdf file. So uh we cannot really do much for that right. So that is basically how you would be validating each of these and as you click on each of these warnings and issues etc. you will be able to read the description and how to fix it as well. Uh all you need to do is you just need to validate if those are actual valid issues or actual valid things that you need to fix and then work through the same uh same same goes for opportunities as well. uh page titles below 30 characters. Uh so maybe we can increase or improve the page titles for these uh individual pages uh below 200 pixels, low content pages. Maybe we can add some better content for these um images over 100 KB. So that means maybe we can optimize these images a bit and so on and so forth. Now there is one thing one question that is added how to add alternative text for images. Let me just show that you can basically in the alternative text you can mention uh what the image is about. You don’t need to like uh just talk about the same category. You can also just mention what the image is about. That’s it. So alternative text the main purpose of it is so that if the image is not loading that text will load instead and people will be able to understand what actually is in the image. That’s the main thing about it. The reason for that is uh uh to improve accessibility. So imagine let’s say if you cannot read maybe you have vision issues but you can listen uh you go on a website and uh you ask your accessibility uh uh software to read out whatever is there on the uh particular uh uh website. It will read everything and wherever there’s an image if there is no alternative text it will not be able to read it. But if there is an alternative text, it will be able to read it and then explain what that is. So that is the main purpose of alternative text. Now in addition to that, it is also used by uh the crawlers as well to understand what is there in the image. So which is the reason why uh not only is it important for accessibility but it is also important for your SEO. So how do you add alternative text? So let’s say this is an image. Okay. So let’s add an image media library. Uh maybe I’ll just upload something. Okay. Okay. So, I’ve just uploaded or uploading an image. I don’t know what is happening. Uh but anyways, now as you can see over here, there is an option called as alt text. So, what I would do be doing is I would once the image is uploaded, I can enter the alternative text over here and I can then click select and that way it would in uh add that alt text to the image for me. So, that’s basically how it works. So yeah, the image is uploaded and now it decides to load everything right. Um once that is done, I can be like uh uh what is this image? I think this was golden temple. So uh golden temple travel image. That’s it, right? Um, and once I’m done with that, I’ll just click select and it would load that particular image along with the alternative text for me. So that is basically how alternative text works. Right now obviously this is not something that I want to add to this particular uh content so I’m removing it. But that’s basically how you add the alternative text. right now. Uh that is how you add it in WordPress. But how does it actually work normally? Let’s look into that as well. Alt text W3 schools. They have a pretty good tutorial on this as well. I personally love W3 schools. Anyways, uh try it myself. Okay. So, as you can see, this is the image tag in HTML, right? So this is image img src and then the name of the image or the link of the image you can add here. Then there is another tag called as alt equal to and your alt text is basically this. So whatever you update over here it becomes your alternative text. It is not visible on the image but instead this is visible in the back end of the image. So uh essentially your uh crawlers etc would be able to read it. So this is how alt text works and when you want to implement it this is how you would implement it as well to your images. So yeah, that’s basically how you work through it, right? Like that’s basically how you use Screaming Frog SEO. And uh trust me, this Screaming Frog SEO has made the lives of a lot of people quite easy because of how simple and easy it is to use and also go through a bunch of different uh websites. Now keep in mind if uh your website is a bit bigger like Dragon Flora for example had less than 500 URLs. So I I could look at all of those but uh a normal midsize website would have somewhere around thousands and thousands of pages and URLs. So even if you get the paid version of screaming frog uh you need to make sure that uh uh your IP address or your your laptop itself from where you’re searching does not get blocked. So that sometimes happens but uh that I have seen that happen primarily with websites which have like 20,000 or 30,000 URLs but yeah that still happens. So uh if if that happens, don’t worry about it. Just reach out to uh your uh server hosting provider or the person who manages your website’s technical side and ask them to whitelist your uh PC. So that’s that’s basically it. But yeah, that’s where we finished technical SEO just now. Let’s get into off page SEO. So far we have been looking and working on relevance. We have been trying to understand what is the best way to identify uh keywords for which our business is relevant and then making sure that that relevance is something that we can talk about as well by the means of the content and making that content accessible through technical SEO. Right? So that is basically what onpage SEO is all about. Ensuring that you are able to identify relevant content and are able to talk about the same. So it’s at the end of the day all about relevance that you can control. But off-page SEO is not at all about relevance. It’s about authority as you guys rightly remember. And when I say authority, this is something where you try to influence others into giving you the authority. And this is very similar to how politics works. So that’s why every time I talk about off- page SEO, I bring in politics a little bit. I’m not a political guy or anything. I’m I’m very bad at it, frankly speaking. But uh um the basic of the basics of politics right it’s essentially when when we say that someone has political power that what it means is that person has political authority in making or doing something that they want in terms of SEO that authority translates into getting the keyword ranking that you want in terms of politics it’s getting that power that you want in terms of SEO. It’s getting that ranking that you want. That’s basically how it works. So in politics, what happens is you would gain authority by having other people vouch for you saying that this is the person to go for for any of those problem, right? Any of those specific problems or whatever problems that you have. Uh and the same goes for SEO, right? uh you’re basically ensuring that you have the right authority to talk about the specific topic that you want to talk about. So let’s say if you’re talking about how to buy an AC you’re uh through off-page SEO you’re ensuring that you have enough authority or you have gained enough authority to uh be able to talk about it as well. And uh now here’s the fun fact. Just like in politics um like at the end of the day if you want to win you have to understand how to play politics. You cannot just be like as long as I have the right policies I’m going to win. That’s not how politics works. Same goes for SEO, right? It’s not just having the right content uh and winning through that. That that’s never going to happen. you have to get your hands a little dirty and uh uh at the end of the day that is what we call as the gray area. you’re not completely doing illegal things although there are people who do it but you should not do it right and uh because if you do get caught all of a sudden all the authority that you have built up will go down the drain and that’s exactly what happens with SEO and that’s that’s the best part about uh how you can parallelly relate to both of these things so in SEO Some of you might have heard of this thing called as white hat, black hat, right? Black hat is where you’re trying to illegally or uh by uh you’re essentially trying to game the system or game the algorithm into thinking you have the right authority. That’s essentially what black hat SEO is mostly about. So uh you will try to identify uh ways of you know getting a bunch of backlinks for example maybe you want to get like 5,000 back links from that one good website or something whatever that is uh that’s blackhead SEO and uh just like the legal system etc have evolved over a period of time like today for example everyone have a cell phone and they can record people and that has made the politicians much more conscious about what they are doing. The same thing goes with SEO as well. You cannot execute those blackhead techniques because in doing so Google or any other search engine is going to easily catch you because they know what to expect. So now does that mean you should only do what uh they actually want you to do? Kind of. At the end of the day, in an ideal situation, in an ideal world, how does democracy work? Democracy works wherein I know I’m going a little bit on the civics side, but that’s not something that I’m very good at anyways. Well, I’ll try. Okay, I’ll try. So democracy the way that it works in an idealistic scenario is that every person who is trying to vote is aware of every other uh every person who is standing in the politics or in the particular uh field right uh and fighting to maybe get that PM post or president post or whatever that is. They are aware of the policies and by being aware of every single thing uh after analyzing every single thing they are making a sound and wise decision that is how ideally democracy is supposed to work right but that is not how it actually works. people vote based on the brand image, based on the brand authority, based on uh uh just that okay this other person is also doing it so that’s the reason I’m also going to vote and uh similar kind of things happen in uh the SEO side as well. At the end of the day, it’s all about how you influence uh other websites to provide the vote of confidence so that you can increase your authority. And that’s basically what is off-page SEO. It’s not completely white hat because Google says like you should not be building back links by reaching out to people. But uh and at the same time it is not black hat because you’re not doing it in a way wherein you’re like okay I just want to go crazy and get some bunch of backlinks but it’s somewhere in between. It’s a gray area. So Google uh is aware of this gray area as well. Every single SEO expert is also aware of this gray area. But every single other person still does it because they also understand that this is how it works. But that’s basically what it is right. So let’s try and understand a little bit more around that. So off-page SEO what are we going to look at? We are going to try and understand what is link building what are the different types of backlinks traits of a good backlink and backlink or link building strategies. So off-page SEO let’s go through this. Off-page SEO refers to actions performed beyond your website for the purpose of improving the position of the website in the search engine results page. So as I just said, if you want to rank number one, you are trying to perform certain actions which are outside the scope of your website, outside the scope of onpage SEO. and uh that includes uh through various different means and methods right but the primary driver of that is links or back links. So how does Google know if a website has higher authority or not? It knows that by checking what are the websites that are providing the back links to your website. So let’s say if you own Myntra now Myntra is a massive brand if you think of it. It has done so many different things uh to build up its authority. It has worked on a lot of brand uh advertisement, brand marketing. It has worked on a lot of uh uh different uh type of campaigns. It runs a lot of advertisements. But at the same time, in addition to that, a lot of websites also have URL to Myntra. Today, if you go on Google and if you type in uh top shopping websites in India, there’s a high chance there’s going to be a bunch of articles. Now, I don’t know if this is true. I’m just making it up. But uh there’s a high chance that there are going to be a bunch of articles which will list out Myntra as well. Why will they do that? Because it has that kind of authority that by default uh you will be saying like okay Myntra is the website and this is the link for it. This if you click on it you can go to myra.com and what happens with that that link is basically a backlink for Myntra. So when it comes to a website typically uh backlinks are the ones that are linking to you or inbound links for you. That’s basically what it is. And uh the more inbound links that you have uh the higher the authority that you have. But it’s not that simple. It’s not just about getting a bunch of back links. there are a lot of other factors involved and that is what we are going to learn today. Right? So u as I said it’s the most important cont um component of SEO and any SEO campaigns that in grows quality link building will fail. So your website with backlinks equals to high ranking and traffic at the end of the day. That’s how politics works. Okay. I’m I’m probably going to stop talking about politics for a minute there but yeah that’s basically how it works right. So if your website does not have good links pointing to your uh website links that convince the search engines your site is valuable it may not be possible to rank on search engines. So the way that a crawler works is now think of it this way just like the crawler comes to our website it will also go to other websites and on every website that is goes it will check what are the links that are available on all of them and by checking those it will identify how many times when it comes to the external links is your website being mentioned and those external links becomes backlinks for you. So what is link building anyways? Let’s try about uh learn about this. So when it comes to link building, it does not mean that uh you are uh literally going to a website and placing your link. That is not what it means. A lot of people get confused. This is not something that you can do. You have to literally influence someone else to do it. And that is what link building is all about. Uh now there are process of it but basically link building is the process of getting links from third party websites or basically other websites and uh having them point to your website. These links are called as backlinks. So there’s a pretty good example in this image here. So let’s say this is your website and this is some other website and on their website they have provided a link back to you that is a backlink right now it does say strong backlink and all we’ll talk about this a a bit more but that’s basically how it works uh a good backlink is the one that is also contextually relevant like uh if you are talking about how to run a marathon and the website is about fitness weekly and they have provided a backlink to too. That’s good. That’s a good vote over there. So, that is what backlink is all about. And you need backlinks to rank. Like I said, backlinks are like votes to your site. Each of these votes essentially tells the search engine this content is relevant, credible, and useful. More votes you get, the higher your site will rank in Google and other search engines as well. So if this is your website, all of these back links are like votes to your website. Now why is link building important? Links from other sites help your site in ranking in four ways. These are these two are some of the things that you may have noticed in uh uh some of the tools like for example SEM Rush, Ahref if any of you have used it, right? But uh there is something called as page authority and domain authority. So getting links from other websites will help uh in adding value to the page and improving the authority of the page and at at the same time by adding value to your entire domain as well. So let’s say if you have 10 different pages and uh uh you get one link for each of those pages, not only will it add value to those pages, it will also add value to your entire domain as well. Um so that those are the two things. Then the third is it also helps the search engine understand the topic of your website. So imagine this. Let’s say every backlink that you have is coming from uh let’s say if you are an electronic store and every backlink that you have is coming from uh uh tech websites or electronic related websites etc. That tells the search engine that okay your website is also tech or electronics related which is good. But if those links are coming from maybe pet related website, health related websites or wellness related websites etc. then search engine will also be confused. So having other websites uh provide relevant links for you will actually help increase uh and help the search engine understand the topic of your website as well. And finally those links can also help you get traffic from those websites. So let’s say if I’m on any of these website, I can just click uh and go to that website and become a visitor of it as well. Right? So essentially you would also get some traffic from it as well and that is why backlinks are important. Okay. So that’s the reason why we should be building backlinks. I think all of you understand why backlinks are important. But what kind of backlinks to build? So there are uh backlinks that make very small difference. By the way, uh these are back links coming from low authority and websites that are kind of relevant, not exactly relevant. U then there are back links that can make a lot of difference. These are from websites which have a lot of high authority and they are also highly relevant. These are the ones that you want. And then there are back links that can also hurt your rankings. So keep that in mind. It’s not just about you know going out there and getting a bunch of backlinks but there are also uh links that can hurt your ranking and you should always avoid those. So those are spammy or link milling websites or let’s say bad PR backlink etc. So overall uh there are different types of backlinks we will talk more about what those different types of backlinks are but essentially what we want are the ones which have high authority and high relevance. Right. So, types of backlinks. Let’s go through this. The type of backlink that you want is a do follow link. So, uh what is this? What is do follow? Essentially, if a link does not have this attribute re equals no follow. Even before we get into this, what is a link? A link looks something like this. Let’s let’s let’s uh open one of the websites that I have. For example, Carbon Lightning. I’ll go back to this once again. It’s loading. Let’s open this. Now, I have some links here. These are external links. So, these are back links for these websites. So, this link is for sunpower.com. This link is for lg.com, etc. Now if I right click on it even before I do that as you can see this says link over here right but if I click on it it will not open something like link if I click on this it will open sunpower.com and basically the website of sunpower looks like it’s a 404 website right now but yeah uh 404 page but sunpower.com and something right so it will basically open that sunpower.com/roucts/ solar panels/x series and similarly neon2 uh Panasonic etc. So all of these are different links and as you might have noticed what we see here is not what opens what we see here is called as the anchor text. What does that mean? So this is a text that anchors the link essentially that shows or has the link um and uh this text is the one that I would click and if I click on it the link would open. So in this scenario link over here is the anchor text and the URL of the anchor text is sunpower.com/rouct/solar panels/x series. Now what does this look like in HTML? Let’s look into that. I’m going to click inspect. Okay. So, this is what the link looks like over here. I’m just going to open this a bit. So, this is the highlighted part. Uh, a is uh basically anchor and then href uh means you’re adding the URL. So, this is the URL. Target equals to blank. This means that uh the link should open in a new tab. This is again not relevant. uh uh this is something that you typically add if you want to make sure that it opens in a separate tab. U then re equals to. So when it comes to a backlink a lot of uh attributes related to back links are added in re equals to. So re equals to it says no referer no opener. This is a very common um attribute. You can pretty much ignore these attributes. If you see these attributes, that means there’s nothing uh for you to worry about. This is a normal link and then it just says link. This is the anchor text and this is the URL. Right? So basically this is what a do follow link looks like and this is a do follow link for sunpower.com. Now in this scenario there aren’t any uh attributes that you should worry about. it just shows no referer and no opener. So both of these are very common attributes. These are typically used as a part of security um attributes. So we can ignore this. So since we can ignore both of these things in the link, what we are left with is the URL and the anchor text. So whenever you’re looking for a do follow link, it means a link which has just the anchor text along with the URL. And when you see uh any links like these that is a good link. So now this link is a backlink for sunpower.com. This link is not a backlink for carbon lightning. Right? This is a backlink for sunpower.com. So it will benefit sunpower. It will not benefit my website which is carbon lightning. So this is what a do follow link is and this is exactly what you want uh for others to do. Basically if if you want a backlink you want others to provide a similar link like this. So even over here for example that is what I have provided as an a quick example here. So what I did is uh I just selected a link I did a right click on it I did inspect and within that I saw that this is the link a href. So this a is still here / a right. So this is the entire link and in this this is the anchor text and AMA hosted today. I can also see this anchor text over here and this is the URL. So this is a backlink to reddit.com. Basically a do follow link is the one that does not have re equals to no follow. So in real we just saw it had no opener no referral. If it does not have no follow that is good but there are no follow links as well. A good example of these are comments on the blogs or forum posts etc. And in fact even when you go to any Wikipedia article at the end of that article there are citations. These are external links right? So and uh essentially if you do an inspect HTML for them you will notice that these are generally marked as no follow. So this is what it looks like. Re equals to no follow. That’s basically it. So if a URL in addition to the anchor text and the URL itself, if it has re equals to no follow, then that means that that is a link that is of no value for SEO. Now why is something like no follow attribute even exist? Why does it exist? The reason for that is because uh sometimes you don’t want the crawler or the bot who comes to your website to follow an external link and uh that is very common because you are providing that link for the reference of the users who visit your website the actual people who visit your website not for the bots and uh Wikipedia is a very good example of that. Now imagine uh given Wikipedia has like hundreds of link sometimes for the most popular posts or most popular articles on it. What happens is if uh it would do a do follow for every link then the crawler will become crazy. It will not be able to go through every single Wikipedia article. Instead it will just keep going through all the external links instead and Wikipedia will start losing its ranking as well. So to avoid that it has provided a no follow and in addition to that because it is also not validating all of these links because at the end of the day Wikipedia is what Wikipedia is a collaboration of all the people who are making it happen right or who are providing these citations etc and validating it vetting it etc. Even you can edit Wikipedia content by the way will it add value to your website? Not really but that’s what Wikipedia is all about. So uh that’s the thing right and that’s the reason it has to use no follow and by using no follow uh the crawler will know that this is a link that it should not go to but if you noticed in my website in carbon lightning I did not add the no follow link the reason for that is because that’s a different strategy my website is very new so all I’m doing is I’m using uh an external a link to help validate some of the claims that I have mentioned on my website. So that is something that you should keep in mind when you’re using these links. Right? So a good example of that is this one. So in this if you notice uh at the end over here I have mentioned sources. Each of these sources are linked to specific websites and these are government or high authority websites. Now uh the reason I’ve added back links or provided backlinks to them is because in a way I’m telling Google that even though currently I don’t have authority the content that I am sharing comes from other high authority websites and uh for Google to validate that I want to make sure that it is a do follow link. So that’s the reason these are do follow links. So uh that is how normal backlinks or natural backlinks are generated. These links are back links to other website. These big links are not backlinks to my website. These are outbound links. So what that means is it is going outside of my website. Inbound back links links that are coming into my website are the ones that will help my authority. But it will help my authority only if they are do follow links. If it is a no follow link, it will not help. So essentially when it comes to a backlink, a backlink for you is the one that is a inbound link. A link that comes to your website. So in addition to no follow, there are two other attributes that are that like Google has started to recognize as well which are sponsored and UGC links. So what are these? So these are also similar to no follow link. Basically if uh the link has sponsored or if it has UGC uh the crawler or the Google bot will not follow it at all. So sponsored are basically paid links. So if let’s say you have paid for a backlink and it shows the sponsored uh attribute that is not a backlink that is still a no follow. Keep this in mind. And uh if you have like let’s say added links on medium, Reddit etc. uh and if it has real equals to UGC that is also a no follow link or as equal to as no follow because that is a user generated content. So keep that in mind that uh as long as if the thing that you want is a do follow link that is what you should be looking for and if it has no follow if it has sponsored or if it has UGC that means that is basically worthless for you for SEO authority. Now the thing is I have told you what are some of the things that you should avoid in a backlink but what are traits of a highquality backlink. So we’ll go through those five traits and then we’ll talk about some of the strategies. So the first trait is that these back links come from trusted high authority sites. So as I mentioned SEO backlinks in SEO is like a vote and if someone in high power is voting for your website that’s good. So that’s basically what it is. So uh think of it this way. Would you rather get a backlink from New York Times or some random website which is like which has zero authority? Obviously the answer is New York Times, right? So when it comes to uh building highquality backlink, you would want to make sure that they come from high authority websites. So there is a concept called as domain authority. Uh essentially the more authority a site has the more authority it can pass on to your website as well. Can authority be transferred? it cannot be transferred per se but uh you can at least pass on a little bit of authority uh when you get a backlink and that builds up over a time over a period of time. So that’s basically what happens and that’s what uh Google thinks of as well. So what is authority of a website a very simple way to understand is is uh how important Google thinks your website is. Now the thing is that Google does not have any u number or any official metric around authority. So because of this reason the only way for us to understand or know the authority of a website is by using third party tools. So that is the reason that every third party tool like SEM Rush, AHEF, MOS, any of these they also have an authority score but the authority score will be different because the way that they measure the authority score is going to be different. So what does it mean for you? Two things. One is that the authority score that you see on these tools are supposed to be used with a grain of salt. What that means is those are directional. It does not mean an actual metric or number uh that you should focus on heavily but instead those are directional numbers that will help you understand where you stand overall in terms of authority. And the second thing is that uh since these numbers are generated or created by an algorithm of these third party tools, there are also ways to game or mimic it. There are websites which do it as well. So don’t fall into the trap that if a website’s domain authority on mo is 50 that means it is a good website to get a backlink from you should check for two things. One is it should have a high domain authority and at the same time it should also have good organic traffic because both of them are always together. Right? So that is how you would be checking the authority of a website if you are pursuing it to get a backlink from them. So authority of any web page is combination of number of external backlinks and their quality, relevance with the content, the traffic etc. Right? Uh authority of all web pages contribute to overall authority of the website. You can check the authority using tools like mo. So let’s just do that. I’m going to load up ahref. So, one thing that AHF has is obviously it has like paid plans and all. Oh, it started the starter one, but it really has like nothing of value. I really like these free tools that it has. So, what I’m going to do is uh it should have an website authority checker. So, I’m going to load this up. Okay. So, let’s check the authority of Amazon.com. Obviously, it will have a very high authority. Let’s just check that anyways. Yep, it has a authority or domain rating of 96. uh it has these many back links. Of course, it does. It has these many linking websites, right? And uh 91% of them are do follow. 74% of them are do follow. Makes sense, right? Now, let’s check Carbon Lightning. My priced position of a website that is literally nothing. Obviously, I’m expecting it to show me a zero authority or zero u like the domain rating, but let’s see. Yep, it is zero. Apparently, I have a backlink. Wow. Okay, I don’t even know who that is. I’m I’m actually going to check. Okay, interesting. I I don’t even know what this website is but yeah apparently they have uh provided a backlink to me whatever that is right so uh this is uh uh the domain rating now let’s check a mid-level website uh what can be a mid-level website I think that storebox one that I showed last time uh yeah this is the one let’s just check with this H yeah. So this is 25. It has 6,000 back links. 95% of them are do follow and it has 191 linking website. 75% of them are do follow. You guys notice something interesting here. Basically what is happening is there are 191 websites which are providing a backlink to it. But overall there are multiple pages within these websites that also provide backlinks to it. Because of which overall the number of backlinks it has is 6,000. However, when it comes to your authority, this numbers matter more than this. So this should be higher or at least like this is the one that you should focus on not this linking websites. So the total number of unique domains that are linking to your target, right? uh 75% of them do follow and yeah the domain rating is 25 which makes sense right so this is basically how you can understand or identify what is the authority now the higher the authority the better it is the second question was how can you uh know the traffic of a website typically you cannot know that but one thing that you can definitely do is there are again tools for that uh I think even mo if I’m not wrong. Okay, MOS does not show that. But yeah, uh typically you would what you would be doing is you will be checking uh the type of keywords that those websites rank for and if those are like high search volume keywords or not and that’s a very simple way of getting to know it. Another way is basically just let’s say uh use some of these extensions like uh uh the keyword surfer extension. So, I don’t think I have that installed right now. Let me just install it. Or I think a keyword surfer should have that by default. Anyways, I’ll just add it to the Chrome. Not a problem. Anyways, like u u I I’ll just add this and show you like what there are again there are a bunch of different tools that can provide you an estimate of it and that’s basically what you want to check. So in this scenario I’ve just installed this tool and uh this gives me an estimate for this website right like how many uh visits it has uh look like it is not able to estimate for this one but for LinkedIn it is able to estimate the monthly traffic for domain in India. Okay, India. I think I if I change the location, it’ll probably tell me. But you get the idea, right? There’s a bunch of different website. Uh let me check UK. I think it should show. Oh yeah, now it shows, right? So, United Kingdom because that’s where it is. It has some traffic. So 25 domain rating for that makes sense because this is B2B as well. So it should not have a lot of traffic anyways. So this is what you would be doing as a part of the uh check of authority right you would be checking the authority as well as the traffic that it has. Yep. So that’s the first trait right it should be of high quality. Second is that uh the anchor text you guys saw what is anchor text. So the uh anchor text should ideally have your target keyword. So if your target keyword is let’s say buy shoes online um and you want people to buy shoes online on your shoes website or shoes link then that should be the URL and the anchor text should be your keyword. However something to keep in mind is that uh you should avoid anchor text spamming as well. So what this means is if every backlink to your website has the same words in it, it doesn’t appear naturally. So uh for example, if you have 100 backlinks and all of them are pointing to your website and 95 of them of them have the same exact anchor text or the same exact keyword that is your primary keyword, it is a very strong signal to search engine that this anchor text is spammy in nature. Right? So uh and the only exception to above is when you’re using branded anchor text. So if let’s say I want to get back links and uh I have gotten 100 backlinks and all of them are solar panel reviews, solar panel reviews, solar panel reviews, right? The anchor text says that. So in such a scenario it doesn’t appear natural. So you I should be avoiding that and instead I should be getting maybe uh 95 of them I can get for carbon lightning.com as anchor text and the rest I can get maybe something like solar panel reviews or something like that. Uh so the first thing that I talked about was it should be what was that? It should be of high authority. It should have relevant anchor text and the third is that it should be topically related. This is something that I talked about earlier already. But yeah, as you can see in this image, um, basically if you are getting a backlink, ideally it should come from someone or a website or a topic that is actually related to the link as well. If it is not related, then uh there’s a high chance that it is a spammy link or probably it is not of high value. There’s a high chance that it is of not high value. But that’s the main thing. If it is topically related that increases the quality of the backlink. The fourth is it should be a do follow link. So avoid no follow link. I talked about this already. And the fifth is also a very important one. So the backlink should always come from a new domain every time. So let’s say if a website X links to you multiple times uh so the first time it links great second time it does okay third fine fourth fifth 6th 7th and so on and so forth it’s not going to matter at all. You guys know the concept of diminishing returns that applies to backlinks as well. So if the same domain is providing you a backlink multiple times it will have diminishing returns. What is a good example of diminishing returns? So imagine it as this. If you are hungry and if you eat a meal maybe uh you like biryani and you have biryani right? Uh if you’re hungry you have biryani great you’re no longer hungry. Then I’m like okay fine have more biryani maybe you’ll eat second time as well maybe you’ll go for third as well if you’re very hungry but what about the fourth time fifth time sixth time seven plates eight plates nine plates 10 plates by the 10th plate you will start to feel sick you don’t want to eat it anymore you will be like uh this is not what I want and you will start to see neg negative uh like basically negative effects of it. The same applies to SEO as well. If the same website if the same website is providing you the links multiple times, the first link will have value but the rest of them will have uh diminishing returns. So whenever you’re trying to build back links, it is always a good idea to get back links from new website every time instead of going for the same website again and again because that will not add much value. So when I showed the linking website that means uh those are the unique websites that are linking to that particular website and maybe some of those websites have provided multiple links to it but uh the main thing that you should focus on is what are the unique websites that are providing you the links. Okay. So those are the five traits of a good backlink, right? And um yeah, high authority and uh making sure that uh it is basically a do follow link. Uh it is also having backlinks from new domains. Um it is also at the same time what do you call it? it is topically related and it is not doing anchor text spamming. Right? So these are the five five traits of a good backlink. So whenever you’re doing link building keep that in mind. Now as we go through it, I know some of you are like when am I going to learn how to build these links? Then how can uh you find the right people to give you the links? And uh that is where it becomes a little tricky, right? And that is where we have some link building strategies as well because u building links is almost equal to trying to do sales pitch in a way. The only difference is that since both the parties are going to benefit in this transaction uh and there is no exclusivity uh you will get better responses. So let’s look at some of the link building strategies, right? I have uh I think two or three strategies in this. If I’m not wrong, maybe there’s four. But uh the ones that uh you should be primarily focusing on are uh like only a couple of them, right? Rest of them are more opportunity based. Uh so let’s just go through it. The first thing is before you even start building links, there are some things that you need to keep in mind, make sure you have key pages for popular products and services on your website. What this means is making sure that your website is actually ready to get back links. If your website is not ready, all the efforts towards getting back links is going to be nothing worth nothing in fact. So make sure that you have key pages for popular products or service on your website. So let’s say if uh you are into flower business, make sure that you have pages related to flowers or be uh pages that sell flowers so that you can create backlinks for those. Second is focus on creating inbound links to these key pages. Often times we create links just to homepage but uh it is much better if you create links to the key pages instead of homepage because you would want to increase the authority of the pages which make the sale than the homepage. Homepage will anyways get high authority because of the transference of it. So make sure that the back links are uh geared towards those uh key pages. Third is link velocity. So this is the rate at which a piece of content or a page earns link over time. It should appear natural. So what this means is let’s say if you just created a page today and tomorrow you went on Fiverr, you found this nice Fiverr gig where the person says I will give you 1,000 backlinks per day. you were like $5 1,000 links, let me just do that. And uh maybe all of those are like very high quality and all of those things that I talked about. But a new page all of a sudden gets 1,000 back links for the next 10 days it there’s like 10,000 backlinks overall. That is unnatural. Unless and until your website is like Times of India or something like that wherein you have published some good news and people are sharing that news all over the website, it is not natural. So basically the velocity or the rate at which you are getting back links for your pages should also be natural. Uh typically you can build a few links per month is also fine. Sometimes getting even one or two is fine. Sometimes getting five per week is also fine as long as you have good authority or good traffic from SEO already. But don’t just go crazy and build like hundreds or thousands of link per day. That that’s not what you should be doing. It should appear natural. It should be something which is the within within the realm of reality. Uh fourth is that whenever you are approaching a website for guest posting or link building or anything at all, it should be on relevant, trustworthy and high authority sites. And finally u one of the basic thing is analyze your competitor’s backlink and identify link opportunities uh to understand what could be the potential areas or potential website that could provide you the link. So this is typically how you uh get started with it or how you prepare. This is you just preparing yourself. Sorry I have just shaken the desktop but yeah this is just preparing right. This is where you’re just like okay I am ready to get started. Once you have all of this uh then you can start applying different strategies. So these are the four strategies that I’m going to talk about. One is link insertion. Second is guest posting. These two are a lot more active. Third is creating linkable assets. This is a passive strategy wherein uh you are creating assets or creating things which would help get you back automatically or naturally. And fourth is more of an opportunistic strategy wherein if you find an opportunity you go ahead and grab it. That’s basically what it is. So uh let’s try and understand this. Let’s start with the active ones first which is link insertions and then we’ll go to guest posting. So what is link insertion? A link insertion is also known as niche edit. Uh it is a process of getting a website owner to include a backlink to your website in one of their existing post. So what this means is um you find a good website where you saw that okay there is a content that is relevant to your website as well. you would reach out to that website owner and ask them to include your website’s URL into that existing content. So, uh that’s basically what you’re doing here. So, since the content is already there, there is less friction and they are more eager to actually add your link. Um once they do add that link, it’s pretty much that, right? So there are some things that you should uh keep in mind as a part of this. The first is that the website is topically relevant. The post that you where you want your link to be inserted should also be topically relevant. The website should have organic traffic. I mentioned this earlier as well, but it should have some organic traffic from the target location that you have. Uh the backlink should be do follow backlink already mentioned in the good trait and of course it should not be marked as sponsored because link insertion are typically uh something that you may have to pay for quite often as well. So what does it actually looks like? What is the process for this? In simple uh the process involves wherein you are first prospecting for backlinks. So you’re focusing on identifying websites which are likely to provide backlinks by analyzing your competitor’s backlink profile. So what you’re doing is uh you’re basically looking at your existing competition uh through SEM Rush for example and trying to see uh what are the other uh what are the websites that are actually providing backlinks to them. Since they are your competitor, there’s a high chance that those back links are coming from relevant websites. So from that you can build a list of maybe 100 to 300 prospects wherein you have maybe identified other pages where they don’t have link and those are topically relevant as well. Once you have created that list, you would be doing an outreach. So you can use tools like snowvo or just you can directly just write an email to them and uh you need to send like personalized emails uh maybe if you want to make this more scalable uh send around 20 to 30 personalized emails per day and obviously make sure that you’re avoiding spam filters and all. Don’t go like email blasting and all and ensure that the email content is compelling with personalized subject lines and creative valuedriven messaging. Finally, once you have negotiated with them, now obviously you would expect a response from them, right? Once they have responded, negotiate with them on uh how you can add the link, maybe you are providing some value, etc. And once you all of that is done, uh you would finally have them place your link. So upon positive responses from prospects proceed with link insertion but be prepared to negotiate if they ask for compensation or have specific requirements for backlinks as well. So this could mean you uh they may uh ask for money to get that backlink or add that backlink or they may also ask for something else like maybe they want some piece of content or maybe they want a backlink of their own on your website as well. It could be anything. They may have multiple different requirements. So be prepared for negotiations accordingly. So this is an example of link insertion wherein like uh this is an existing content where the link was inserted to the target website. But uh let me just show you what the outreach email typically looks like as well. I think that would provide you some context on how these outreach emails are created. See that’s the main thing about uh link insertion and even with guest posting you would be pretty much doing something similar. Only thing is I find or the reason I’m talking about link insertion first is because uh link insertions are mostly much more scalable in the sense uh over here it becomes much more easier for you to get your links inserted into existing content than uh creating content and then trying to have those posted on the website etc which takes a lot more time per link. So this is an example of an outreach. So someone else uh did an outreach uh to me and where they’re like, “Hi, I’m Kai from Softlist.io. We blog about business productivity tools and solutions.” Um and this is a subject, right? So they’re like, “Okay, I’m reaching out to you because I noticed that your website is potential asset for um a work efficiency and project management content. By including soft list io on your resource page, you can attract new visitors who are interested in learning about the latest tools for productivity and efficiency. Here is our website. In exchange, we would be happy to include a link to your website on our own page uh which I believe would be mutually beneficial arrangement. Let me know if you have any questions. Right? So over here this person is directly saying like this is what they can offer. Um then there could also be something like this right friends from this I hope you are having a wonderful day uh I handle public relations for this I came across your website doing some research and notice you have some great resources I would like to suggest another resource that I believe will be beneficial to your re readers this please review it at your earliest convenience and let me know if you think this is a good fit I’m looking forward to hearing you soon so in this there is no mention of a compensation or something in done. Now in this I can definitely just respond to this person and be like okay yes I want this from you or this is something that I’m going to charge for the link or something like that. What will happen is uh based on that negotiations will go through and finally based on my agreement I will agree and then I may add a link to this particular URL that they are sharing. So that is how uh the outreach emails typically look like. But yeah, that’s basically how link insertions work. Then there’s guest posting. Uh guest posting is again very similar to this. But only thing is you would be reaching out to websites that allow you to post uh content on their website. So uh this is basically okay let’s just go through the slide right. So by writing guest blogs, sharing ebooks or visual assets with other websites, you can build links by asking them to use your asset and link back to your website. You guys saw an example of that outreach email as well. As an example, let’s check out guest blogging. So guest blogging is relevant, industry specific, and gives you opportunity to brand yourself as an industry expert and thought leader. Posting on guest sites that already have millions of fans is an easy way to draw traffic to your website. A very simple way is to identify guest posting website is uh search for the niche plus write for us. If you do a Google search for this, you’ll be able to find all the other websites that allow guest posting. So let’s say if I want to uh storage solutions plus write for us. See uh write for us, right? So this is uh one website that allows guest posting cloud storage solution. Okay, maybe not that relevant uh right for us. Okay, these are related to hosting and all but you get the point, right? Whatever solution that you’re offering or whatever it is that you work on. Just select that product or service, search for write for us and you’ll be able to find a bunch of different guest posting websites for that. So this is basically how you can uh find a bunch of different websites and typically on the pages like these they would have instructions specific instructions on how you can write for them. So looking for guest blogging opportunities these are the guidelines and how to submit. So you you need to reach out to this particular email. Now what happens is as long as you’re following those guidelines you can like go ahead and create some content for them and work with them. You can also sometimes just directly reach out and then cross check like okay this is what you’re planning to do or if you have any questions etc as well. So this is like a very straightforward and easy way of uh doing guest posting as well. So link insertion is more direct wherein you’re scaling based on existing content and guest posting is where you’re essentially reaching out to existing websites which allow you to write for them and whatever content you write you can also provide or include your own website’s link in that. So that’s how you get a backlink for guest posting. So that is the second method. As I told you both of these are more active methods, right? So guest posting and link insertion are active ways for you to reach out and have them include your link so that you can get a backlink. The third one is creating linkable assets. So this means creating assets or creating content that people would want to uh link to. So these are the ones that normally earn back links naturally. These often include resources like infographics, original research, in-depth guides, etc. But before you create any asset, you must understand that what people in your niche are linking to. So a very simple way is to check out your competitor’s backlink profile and you’ll see or understand what are the different type of content that people generally link to or provide back links to and you just need to create similar ones, right? So that’s basically what it is. So a good example of linkable asset would be anything that you may want to link back to or provide a link back to. U so let’s say for example if I had provided an in-depth analysis of how solar panels function people may want to provide a backlink to this website. But uh in uh instead of that what is happening is I found this how do solar panels works from US department of energy. Yeah. So I found this thing right like u from national renewable energy lab uh talking about cell research efficiency and all and it this is like a very good research this is an original research that they have published over here with a bunch of different PDFs charts etc. So this is something that takes a lot of time and effort and I can definitely uh provide a backlink to it because this is of such high value. So if you are able to create similar assets that will naturally attract people to provide backlinks to it and finally by examining your competitors back links. So in addition to uh doing active and the passive methods or strategies of link building, you can also look at examining your competitors to see and reverse engineer what they are doing. What type of content tends to earn more backlink for them? Who is linking to leaders in your niche? Uh and look for different patterns, right? Like what are the different top pages, topics, style, length and format. So for example, does your competitor write about how to style or controversial subjects and uh it is basically able to get back links through those. Uh what is the format? Is it long content? Is it short content? Are they using a lot of images, videos? Do they use a lot of pictures, graphics, GIFs? And what is the style of writing? All of these things will help you understand more about uh uh what are the different areas and what are the different ways that you can build back links. What are the different websites that may be interested in getting your back links or even what are the directories where you can get yourself listed just like we saw with storebox. So that’s basically uh like how you uh like some of the strategies of how you can build back links overall. Uh next up I’m going to give a quick demo on SEM Rush. I already did this a little bit but I want to show a few other things. Let me just open it up. So, SCM rush we u looked at how you can do a little bit of competitive research. Uh but uh let’s do it once again. I’ll just run some website over here. Um let’s see which website should we run. um 3PL companies in Bangalore. Okay, let’s go with this one. Okay, what does this look like? So this is a website that has um major traffic share from India but it also has a lot of traffic from US etc. But basically what this do does is uh when you run it similar uhly in SEM Rush or AHS etc. for any website it will provide you a lot of information about uh their rankings their authority score uh DA equals to authority score. Yes, it’s the same. Uh they will also tell you about how much organic traffic they are getting, how many backlinks they have, right? Uh it also tells you about uh pages per visit. Um like these are some of the additional metrics that they sort of show. As you scroll down, you can also see a trend. Looks like uh their organic traffic decreased uh in 2023 and it has recovered a little bit ever since. Right. As I go down, I can see these are the top keywords that they are currently ranking for. Software companies in Hyderabad, good firms, cloud computing companies in India, uh cloud companies in India, medical billing companies, right? These are the keywords that they are ranking number one for. Uh branded traffic they have around 5%, so that means most of the keywords are non-branded keywords. Um we also have a split by intent. Looks like majority of it comes from uh navigational and then uh navigational is the major and then these are uh other similar websites which also have similar set of keywords or similar set of keywords that they’re ranking for. So clutch.co, manifest.com, designrush. These are some of the other websites that are also ranking for similar uh keywords. Looks like DesignRush has a higher uh density of overall keywords and traffic etc. Uh clutch.co also has a better one. So these are the two that are like proper competitors, right? So this is basically how you can quickly understand each of the different things. Yeah. 33% commercial. That’s pretty interesting actually in fact. Yeah. Absolutely. Right. So this tells you basically in a very nice overview of how things are running for them. So now what I can do from this is let’s say if I want to understand the keywords that they are ranking for and if I if this is a good competitor for me I would go to the details of this and I will get all the um not all but at least a significant list of keywords that they are ranking for and if these are the keywords that I want to rank for as well I can basically uh get those and do that. It’s still loading. Yeah, there it is. Right. It also tells me the intent if it is commercial, navigational, informational and what is the URL that is ranking? Uh what is the keyword difficulty? Uh the volume overall, what is the percentage of traffic, how much traffic they are actually getting. Right? Let me see. There should be something over here for paid one. If I go to domain overview. So this is the organic segment and this is the advertising research. In advertising they don’t have anything right now. So major traffic is coming from organic and uh next thing that I can basically do is I can also do a backlink audit of this. So there is like a backlink analytics audit etc. So I just I will just click on backlinks over here. And what this will do is this will help me understand uh uh how their back links overall look like. So as you can see uh they have total 30 to,000 websites that are referring to it. Uh but uh they have like 5.1 million back links. But what matters is this referring domains are these uh monthly visits that they get are u almost like half a million and the organic traffic that they get is 133 or 137,000. Um now out of that we can also see the overall distribution of the authority score. So very good and niche relevant is what it says. So what this means is uh the backlink profiles look natural right the link power is very good. So basically measures how many backlinks this domain has as well as their overall quality uh organic traffic and estimated of how much organic uh search traffic this domain gets. Uh you can also take a quick look at the network graph if you want to uh do something fancy over here to understand like how uh the backlinks are overall there and we also have like a nice authority score trend in the last 12 months. Over here uh we get uh to know the referring domains looks like they have done some backlink uh building in the last few months. Uh number of backlinks have definitely declined however. So maybe the referring domain have gone up but the number of backlinks declined but as you can see okay these are the anchor text uh good firms badge good firms logo digitance empty anchor good firm clutch badge upwork badge okay so it looks like what they’re doing is uh since they are a aggregator a lot of them are uh adding their badges or certification that they are listed over there as well So this gives you a pretty good idea of what they are doing and how they are getting all of these back links. So what I would do is as a next step I can look into few things. Uh now if I go to back links what I can do is I can basically filter these based on follow. It is still loading. Yeah. Uh based on I want to make sure that these are do follow links. So do follow means follow. Okay. Now I will have the data of uh what are the overall links that are follow links. Right? So what I can do is um as a part of this I can also look at the backlinks that this company has lost and let’s say if this company I’m a competitor of goodfirms.co What I can basically do is I can identify if any of these lost pages have content that is relevant to me or relevant to my site and based on that I can identify if maybe I want to u reach out to them and get some links. That is a very simple way of doing a research of your competitor and trying to uh get some back links for wherever they lost it. So if any of these uh make sense for me, I can reach out to them. Right? Second thing that I can do is I can go to index pages and in index pages looks like overall they have 1.3 million pages indexed. So probably they have a lot more pages but these many uh pages are what indexed. Uh basically what this means is these are the number of pages that Google has indexed of their website. Now out of this what I can do is I can select this what are the broken pages and from this I can see if there are any pages that currently have significant number of back links and if those pages are relevant for me I can basically go to the backlinks of theirs or the domains that are providing these back links and uh then I can also reach out to them by creating a similar page or pro asking them like okay why don’t you link to my page which is much better okay so um basically that is what I can do from this so for example this comp uh this page it is currently not found what I can do is I can just click on all the domains and then in this I can essentially go to these websites if if they make sense to me. Uh let me just sort by this first authority score. Looks like these are very small domains. So doesn’t really matter much. But yeah, as you can see like this is another opportunity that I can find wherein if there are any websites that have good authority score and they are pointing to links that are broken, I can uh essentially ask them to replace that with my link. So these are some of the small things that you can do to uh quickly get some back links as well. So let’s try and understand something. Let’s just go to uh overall. Let’s just go back to this. Okay. So referring domain. Let me just go to this Okay. Now if you notice this one domain has provided 1.3 million back links. So let’s just take a look at this. Okay. So looks like what is happening is probably they have provided a backlink in the footer or a header section. They have around 1.3 pages 1.3 million pages and since they have provided in the footer or header it is that backlink is replicated across all of the the pages. So let’s just validate that. See they have put it in the footer. So that’s why the number of backlink are shown every for every single page. So if they have 2 million pages, it will show that this one domain has provided 2 million back links just because it is in the footer. So that is basically what is happening here. Does that mean it’s good? Doesn’t really matter. As long as there is one backlink that is also good enough. Okay. So this is typically how you do your um competitive analysis. Now obviously SCM Rush has a bunch of different tools and um methods of doing it and you can like use all of those. In fact you can also use something like site audit to do like a quick SEO audit as well. Yeah. So that’s basically how you kind of look into your competitor right and try to identify what you can do with them. Now, SCM Rush personally I think it is a pretty good tool but also it is quite pricey. So um like it has a free version as well but it is quite limited but you can still use it to explore what the tool looks like overall. So what about the free tool? Uh these are two which are available. The first one is small SEO tools. These are like small small things that uh it has like a combination of all of them and you can basically uh try to quickly like use some of these to get what you want. Um these tools are ad supported and even these have some limitation but it is still a bit better like text analysis which plagiarism checker and all. Um they also have like a design tool, image editor, keyword tool. This is related to SEO uh backlink tool, right? Uh but yeah, these are still uh some decent tools that you can use uh and they are available for free because they are supported by uh advertisements. And then there is SC optim. Okay. So SC Optima. So uh what does SC Optima does? It is a pretty good uh tool to do a quick audit of your website’s SEO. Uh it is pretty comprehensive in the sense of the checklist but it is still limited because at the end of the day this is a free tool. So let’s try and understand what it looks like. So what it does is it checks five to six different areas of your website and uh from that it tries to identify uh the different things that needs to be improved and um yeah five different things it’s almost finished. Yeah. So this is where it is. So it checks your on-page SEO, it checks the links, usability, performance, and social media. So it’s like a full-fledged audit, but at the same time, this is like a quick audit. What that what that means is it just checks your homepage. It is not checking other websites. Sorry, not other website, other pages of the website. It is not checking uh things around um let’s say uh how overall it is impacting what are the different type of uh uh ways that you can improve it etc. It is not going as deep as screaming frog SEO does. That’s basically what I want to say but at the same time it it still provides pretty good results. So let’s just take a look at both of these right and try and understand what it is. So uh Kanti Veda looks like uh this is what is this website kanti.com home organic. Okay interesting. So basically organic products. Perfect. Sounds good. Now um what it says is onpage SEO there are things that can be improved. Uh links it’s F. Uh social can be improved apparently. Uh performance can be improved and usability can be improved. This is how it is scoring you across the entire diagram. If your um um like if these this chart has more blue area covered that means the better your website is. Now does that mean every single thing that they say is right? Not necessarily. You will have to use your own understanding and context of the website to see like if that is a high priority or not. Uh so over here it also prioritizes things for you like it provides like recommendations execute a link building strategy include metad description tag looks like you don’t have meta description tag on this page uh reduce your total page size increase length of title tag uh add H1 header tag improve sideloadad speed as you can see there’s a bunch of different things right and if I want I can take a look at those independently or individually also so for title tag it says it should be between 50 to 60 characters in length. Meta description is not there. It shows like a quick snippet. Obviously, this doesn’t look that great. Uh because the meta description as well as there can be improvement with the title. Um okay, language it has detected English US. Uh H1 header tag uh is not being used. So, as you can see, it like provides like a pretty good overview, right? It also talks about keyword consistency uh in the page and the frequency of those different phrases that are added. Uh amount of content there is image alternative text is not there. So all of the things that I sort of talked about or mentioned is something that it will do a quick audit of. Why is it providing this for free? Some of you may ask. The reason is because this is doing it just for one page. In a comprehensive audit you would be looking at multiple pages. And that is where SEO optimr u makes money right. So usability it can be better. Uh it shows this popup right uh as it renders and on tablets looks like it is not rendering properly. Uh bunch of different optimization for speed email privacy performance results. Um it like shows like how it is working overall bunch of other things. So this is basically uh a pretty decent report and if you want you can also run it. It is free version right like it is a free thing that you can run. So that is basically what an audit typically looks like. I know I I just cut it pretty quickly but that’s basically what it is. Now how does an audit transform from uh auditing the website to uh let’s say doing an SEO. Um so the next thing is to understand and identify uh what an SEO actually does. M so most of the things that we talked about were about SEO in general but uh how would you actually approach an existing website? Uh so let’s just talk about that a little bit. So the first thing is obviously when you’re approaching an existing website what you will do is you will try to understand uh what they are currently doing and how they are. You would be you can probably run something like SE optimr to understand uh uh how they are currently doing. You can also run the uh screaming frog SEO tool to understand uh what are the different links what are the different issues. Uh it also provides like a list of things that you should be improving right according to uh along with priorities and what it is etc. You can look at those from both of these you can identify what you can do to improve it. But overall in addition to this what you should also be looking at is you should be looking at the website itself. Visit the website try and understand what is the structure. How are they uh linking each of the pages together? Are they utilizing all the right things or not in terms of uh is their content built based on a keyword strategy or it is just built for some reason. uh is it properly categorized or not? If it is easily accessible or not, their robots.ext, their uh uh site map, uh how they are indexed, are all the pages indexed or not? Check their Google search console. Uh check how the users are navigating the website once they visit. If they already have some traffic, see if they are visiting the website. Uh what is the user doing? You can do this from Google Analytics, right? uh you can check like once they visit the first page are they going to other pages or not? What are they doing? Are they achieving the goal that they want or not? And once you get to this point right you yourself will get a lot of ideas of what you can do, what you can improve and how you can fix things and only after that you just need to create a list of things that you would want to do to fix the existing setup. Once you have done that, the next step then starts from the basic keyword research. So once you have done all of this, you will do another set of keyword research. You will try to see if the current set of keywords that they are focusing on or their website is focused on is it good? Can we improve the content? Uh if you identify new set of keywords, see if uh you can create some good content for that. After that, follow the entire set of things that I talked about throughout all of the seven sessions previously, right? Uh from keyword research, go to onpage SEO, go to technical SEO, check everything. Uh check if uh their entire setup for technical SEO is proper or not. Are they using the schema properly or not? Uh if for the new content creator al created also if they are doing it or not. Uh are they applying the Google eat methodologies or not? and so on and so forth. You would also be then looking into backlinks. What type of backlink they currently have? What are the different opportunities around that? Can you get uh some links for them? And that is how you start to build an entire data around not just what is the challenges right now, but you will also be able to identify what you would want to do. And this audit that I’m talking about is not a simple audit. This sometimes it takes about 2 to 3 weeks of time for you to just work on it and after you have comprehensively built it that becomes like a plan that you can follow for the next one year. So that is essentially how you should be thinking or approaching any existing website as well, right? Um so yeah that’s that’s basically how you do SEO. So what I’m going to do right now is I’m going to talk about um a success measurement a little bit about what are the key metrics that you should be looking at. So success measurement as it says SEO not only involves the analysis of basic metrics like traffic from organic search but it also requires a holistic approach to measure success or measure business outcomes and making adjustment based on the data. sales is one of the important business outcome that they’re looking for as a part of SEO which makes sense at the end of the day. Why invest money and resources and time on uh SEO if it is not going to achieve a business outcome, right? And that is the entire reason businesses invest in SEO altogether. So what are the challenges when it comes to measuring SEO value? The first thing is that you don’t own the data, right? What this means is every SEO data that you see is provided from Google. Um basically Google from Google search console will tell you if your website is good or not. Uh if your website is indexed or not, how what kind of impressions you’re seeing etc. Um and uh then obviously uh sometimes you may not have proper analytics setup or proper ways of measuring setup. That’s also a big issue. tracking is properly not set up. There are not proper people to help out with this and at the end of the day you don’t trust the measurements that are currently set up. Right? So this is based on a survey that was conducted but this tells you that uh what the major challenges are. So when it comes to measuring the simplest and easiest way is essentially to use an analytics tool like Google Analytics. Uh now does that mean you will see 100% measurement? Not really. It will but still be around 90 to 95% of the measurement. So uh for a small website it doesn’t really matter much. But when you’re working with let’s say millions of traffic and millions of websites sorry millions of pages that is when you will start to see the major issue or challenge with this. So the first thing is anyways uh that the first thing is that you should uh install an analytics solution like Google Analytics. Second is define your business objectives and KP KPIs similar to sales. For some of you it may be traffic for some of you it may be leads for some of you it may be uh just getting newsletter signups right. So what are those? You need to define them and then configure those within the analytics. So in analytics today, you can also set up events uh to make sure that you’re measuring those business objectives in terms of the traffic in addition to the traffic that you’re getting as well. So overall, what are the metrics that you should be tracking? The metrics that you should be looking at at least from SEO perspective are the first one is keyword ranking. How can you look at keyword ranking? You can use tools like um um SEM Rush again. Uh so or you can also like for free you can use ahrefs uh there’s like a free uh tool in ahref for checking your ranking. Let me just open that. So this is a free tool uh keyword rank checker. So what it will do is we looked at good firms right so let’s say I want to check good firms uh ranking for uh 3PL companies right so let’s just take a look at that so this is the keyword 3PL companies the domain is this United States check ranking And it tells me that okay where my website or good firms ranks which is at 47 right now. And it also tells me like what are the current uh websites that are ranking 1 2 or three right? So this is basically uh how you can check your rankings. Now there are tools that just help you with rank checking as well. So you can use some of those too. What’s my rank for example? What’s my SER I think. But there is rank tracker multiple different rank trackers right like you can u uh track your rank. So for your website for example it will give you a list of what for what keyword what is your position how much traffic you’re getting etc and so on and so forth. So the first thing is as I mentioned keyword rankings tracking these are important. U back links what are the quality of backlinks and what are the quantity of backlinks measure that uh monitor that uh what is your domain authority you can get the authority score from multiple different third party websites. What type of organic traffic you’re getting? Organic traffic is going to be separate from paid traffic, social media traffic or direct traffic. Uh how much time someone is spending on a page. What is the bounce rate? So and uh then how much mobile traffic you’re getting. Typically it is going to be around uh 75 to 80% these days. And finally what is the clickthrough rate for your SEO. So for example when someone sees your listing are they clicking enough or not? And if they are not clicking enough, that’s a that’s something that you should be fixing as well. So yeah, that’s basically uh the ways that you sort of measure and work through SEO. What you need to remember is everything that I taught you guys so far is more of the foundational concepts. Once you learn this and understand this and as you dig deeper into it, you will notice that there are a lot of the things that will show up and that is quite common. Um, at the end of the day, it’s up to you, your grit and how you go through them which matters and how you like tackle those things because at the end of the day SEO is ever changing. uh and this is something that you guys will also know and understand because of how uh everyone is also fearing AI or and uh at the same time how everyone is like uh um looking at different search Google keeps releasing different algorithm updates and so on and so forth. So it is very important to keep yourself updated. >> Just a quick info guys, Intellipath offers digital marketing course in collaboration with IHUB IT RI. 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The provided document comprehensively explores various digital marketing strategies. It begins with search engine optimization (SEO) and search engine marketing (SEM), illustrating how to improve website visibility and drive traffic through organic and paid methods. The text goes into detail regarding email marketing, affiliate marketing, social media marketing, content marketing, and mobile marketing, outlining best practices and examples for each. It then examines the customer lifecycle from awareness to purchase and post-purchase, suggesting digital channels appropriate for each stage. The explanation extends to cover useful skills and tools for digital marketers, focusing on SEO, PPC, copywriting, social media, and data analytics. In sum, it serves as a guide for digital marketing, covering essential channels and strategies.

Digital Marketing Study Guide

Quiz

Answer the following questions in 2-3 sentences each.

1. What are the two main components of SEO and what does each entail?
2. Why is it important to set up goals in Google Analytics?
3. What types of insights can you gain from YouTube Analytics?
4. Give three reasons why a business would use a competitor analysis tool.
5. How can “allintitle:” syntax be used for competitive analysis using the Google search engine?
6. Name three platforms where you can use paid marketing tools and advertising.
7. What are the benefits of using Google Ads Editor?
8. What are the different ad types on Youtube?
9. What does it mean to “optimize your content” and what are two tools can you use to do it?
10. How can you use short tail keywords for visibility versus longer tail keywords for conversions?

Quiz – Answer Key

1. The two main components of SEO are on-page and off-page. On-page SEO consists of optimizing elements within your website, like page load speed and content optimization. Off-page SEO focuses on building the website’s relevance through metrics such as domain authority and external links.
2. Setting up goals in Google Analytics is crucial because it allows you to measure the performance of different dimensions, like channels or landing pages, against specific objectives. This enables you to track conversions and understand which marketing efforts are most effective in achieving business outcomes.
3. YouTube Analytics provides insights into video performance, audience engagement, and traffic sources. You can see metrics like views, watch time, audience retention, and how viewers are discovering your videos, which helps refine content strategy and promotion efforts.
4. Businesses use competitor analysis tools to identify competitors’ backlinks, monitor changes in their rankings, and discover their top-performing content. This helps them understand what strategies are working in the market, find opportunities to improve their own SEO, and compare their performance against industry benchmarks.
5. Using the “allintitle:” syntax followed by a keyword in Google search allows you to see the number of websites that have that specific keyword in their title tag. This provides a more accurate estimate of the direct competition for a particular term, which is crucial for ranking well on that keyword.
6. Three platforms where you can use paid marketing tools and advertising are Google Ads, Bing Ads, and Facebook (including Instagram). These platforms offer various advertising options, including search ads, display ads, and social media ads, along with tools to manage and optimize campaigns.
7. Google Ads Editor allows users to make bulk changes to campaigns offline, saving time and improving efficiency. It also enables collaboration on campaigns, since multiple people can work on the same account and sync changes.
8. The main ad types on Youtube include TrueView ads (in-stream skippable and non-skippable ads), bumper ads (short, six-second ads), and shoppable ads (which list products alongside the video). Different ad types are useful in various use cases and achieve different marketing goals.
9. Optimizing your content means ensuring it is fully optimized according to search engine algorithms and user intent. Tools like SEO Site Checkup and Site Analyzer can help with this, giving objective reasoning as to what more can be done.
10. Short tail keywords can drive more traffic because of their visibility. However, longer tail keywords result in a higher conversion rate by attracting visitors who are usually ready to make a purchase.

Essay Questions

1. Discuss the importance of competitor analysis in digital marketing. What tools are available for conducting such analysis, and how can the insights gained be used to improve a company’s marketing strategy?
2. Explain the role of SEO in a comprehensive digital marketing strategy. What are the key elements of on-page and off-page optimization, and how can they be effectively managed to improve search engine rankings and drive organic traffic?
3. Analyze the benefits and challenges of using social media platforms for marketing. How can businesses effectively engage with their target audience on social media, and what metrics should they track to measure the success of their social media marketing efforts?
4. Compare and contrast different paid advertising channels, such as Google Ads, social media ads, and display advertising. What are the strengths and weaknesses of each channel, and how can businesses determine which channels are most suitable for their marketing goals?
5. Discuss the role of video marketing in a comprehensive digital strategy. What are the different types of video ads that can be used on platforms like YouTube, and how can businesses optimize their video content to maximize engagement and achieve their marketing objectives?

Glossary of Key Terms

• SEO (Search Engine Optimization): The practice of improving a website’s visibility on search engines through organic (non-paid) search results.
• On-Page SEO: Optimizing elements within a website to improve its search engine rankings, such as content, page load speed, and site architecture.
• Off-Page SEO: Building a website’s relevance and authority through external factors, such as backlinks, social media signals, and online reputation management.
• Google Analytics: A web analytics service that tracks and reports website traffic, user behavior, and marketing campaign performance.
• YouTube Analytics: A set of tools within YouTube that provide insights into video performance, audience demographics, and engagement metrics.
• Competitor Analysis: The process of identifying and evaluating competitors in a market to understand their strategies, strengths, and weaknesses.
• Keyword Analysis: Researching and identifying relevant keywords that potential customers use when searching for products or services online.
• PPC (Pay-Per-Click): An online advertising model where advertisers pay a fee each time their ad is clicked.
• CTR (Click-Through Rate): The percentage of people who view an ad or link and click on it.
• CPA (Cost-Per-Acquisition): The cost of acquiring a new customer or achieving a specific conversion goal.
• Social Media Marketing: Using social media platforms to promote products or services, engage with customers, and build brand awareness.
• Retargeting (Remarketing): Displaying ads to users who have previously interacted with a website or app, with the goal of re-engaging them and driving conversions.
• Conversion Rate Optimization (CRO): The process of improving a website or landing page to increase the percentage of visitors who complete a desired action, such as making a purchase or filling out a form.
• A/B Testing: A method of comparing two versions of a webpage, ad, or email to determine which one performs better in terms of a specific metric.
• Impression Share: The percentage of times your ad was shown when it was eligible to be shown.
• Click-Through Rate: (CTR) The percentage of people who view an ad or link and click on it.
• Cost Per Click: (CPC) The amount you pay each time someone clicks on your ad.
• Sponsored Posts: Content on social media platforms paid by an advertiser to reach a wider audience.
• Geotags: Digital tags that attach geographical information to photos, videos, and other media.
• Stories: Short-form user-generated video and image content that disappears after 24 hours.
• Social Blade: An analytics website tracking social media statistics.
• Google Ads Editor: A downloadable application for managing Google Ads campaigns offline.
• Long-tail Keywords: Longer, more specific keyword phrases that tend to be less competitive and attract a more targeted audience.
• Short-tail Keywords: Shorter, broader keyword phrases with high search volume, generally attracting a less-targeted audience.

Digital Marketing Strategies and Tools: A Briefing

Okay, here’s a detailed briefing document summarizing the main themes and important ideas from the provided document excerpts:

Briefing Document: Digital Marketing Strategies and Tools

Overview:

This document summarizes key themes and actionable insights related to digital marketing, covering various channels, tools, and strategies. It focuses on leveraging data, optimizing content, understanding competitor actions, and building customer loyalty. The source emphasizes the importance of measurable results and continuous improvement in digital marketing efforts.

Key Themes & Ideas:

1. Search Engine Optimization (SEO): SEO is highlighted as a premier channel for lead generation, with Hubspot data confirming that “57% of B2B marketers stated that SEO generates more leads than any other marketing initiative.” The document divides SEO into two key areas:

• On-Page SEO: This involves optimizing website elements to improve search engine rankings. It requires technical skills (“you have to know what a 4-4 error is…how to generate a site map”) and copywriting skills (“skills to write content but skills to optimize content”).
• Off-Page SEO: This involves understanding metrics like page authority, domain authority, and backlinks. Tools like SEMrush or Moz are essential for managing off-page optimization.
• Metrics and Measurement: “Understanding the metrics and understanding what you’re seeing in order to measure results and improve upon those results…what metrics and how do I measure the results.” Key on-page metrics include keyword analysis, volume, and competition. Off-page metrics include domain authority, page authority, and internal/external links.

1. Post-Purchase Customer Engagement: Maximizing the value of a purchase through various channels is crucial. This involves providing advice, answering questions, and suggesting additional purchases (“hey you just purchased this product thank you very much did you know you could do this this and this with it”). Cross-selling opportunities, such as recommending complementary products with discounts, are also key.
2. Google Analytics: Google Analytics provides a wealth of data about website traffic, user behavior, and conversions. The key is to “measure any dimension whether that be channel source medium keyword campaign mobile device could be demographic gender or age you want to be able to measure any dimension against the goals you have set up so you can measure performance”. Understanding audience, acquisition, behavior, and conversions is fundamental.
3. YouTube Analytics: Provides insights into video performance. Key metrics include views, watch time, impressions, click-through rate, and traffic sources. Understanding audience retention is vital for optimizing video content. The document highlights the importance of encouraging viewers to subscribe (“88% of the people who watched my videos over the last 28 days were not even subscribed”).
4. Competitor Analysis: Monitoring competitor activities is essential for improving digital marketing strategies. A variety of tools, including Sprout Social, Social Blade, Spyfu, Moz, and BuzzSumo, can be used to identify backlinks, track keyword performance, and analyze top-performing content.

• Moz’s Link Explorer: A tool for comparing link profiles, identifying link intersect opportunities, and discovering/analyzing inbound links. The link intersect tool “allows me to see where my links intersect with my competitors and if it doesn’t intersect then I have an opportunity to generate a backlink.”
• Spyfu: A tool for gaining insights into competitor keyword strategies for both paid search (PPC) and organic search. It provides data on organic keywords, estimated monthly SEO clicks, and paid keyword bidding.
• Benchmarking in Google Analytics: Comparing your website’s performance against industry averages.

1. Paid Marketing (PPC): Using platforms like Google Ads, Bing, LinkedIn, and Facebook to advertise and track ad performance. Focus on ad performance, keyword identification, location/device monitoring, and competitor analysis. Google Ads offers “auction insights reporting” to understand competitor performance. The document also notes the utility of Google Ads Editor for making bulk changes to campaigns offline.

• “If you’re doing some advertising on google bang linkedin you probably want to work within those platforms as the tool of choice”.
• Tools discussed for display advertising include: adroll, curtillo, celtra, and wide orbit. For social media marketing: facebook ads manager, ad espresso, quiet tweepy.

1. Keyword Strategy (SEO & PPC): Distinguishes between short-tail and long-tail keywords.

• Short-tail keywords: Generic, high-volume keywords used for visibility.
• Long-tail keywords: Specific, less competitive keywords used for conversions. “When visitors land from longer tail keywords they’re usually ready to make a purchase.” The document advises to use long-tail keywords when targeting pages with specific products or articles.

1. Google Ads Benefits: Google Ads increases visibility, builds brand awareness, allows retargeting, offers data-driven insights, and provides high flexibility. “Google ads advertises your product or service to the relevant audience to ensure the users perform the action required of them”. If you’re not ranking organically then you might want to consider Google ads.”
2. Video Advertising: Leveraging YouTube advertising, with an emphasis on optimizing video ads.

• “Carefully define your metrics and goals…Align your goal with your video and then track low performing ad placements.”
• Include a call to action, use negative targeting to specify who gets to see your ad, use closed captioning, A/B test, reduce bids in areas where you see lower performance.
• Make sure that your ad conveys your brand’s message in the first six seconds.

1. Social Media Marketing: A lucrative methodology that has brands creating and sharing content on social media. Great for brand awareness, giving traffic to your website and improving search engine rankings.
2. Instagram Marketing: A popular platform for businesses to set up shop and tell their story through photos and videos. Good place for companies and brands to showcase their services, tell their story through photos and videos, with over 25 million businesses already using it.

• To increase Instagram followers: Engage with competitors followers, pay for sponsored posts and product reviews, use geotags, use Instagram stories, highlight important stories, ask for followers, align to the latest trends, run contests and giveaways, stay consistent with posts, keep track of your instagram following, use instagram ads, and create visually attractive ads.

1. Brand Storytelling: Discusses how to create a brand story, either with short, simple, easy stories, or focusing on the problems that are solved by the brand.

Actionable Takeaways:

• Data-Driven Decisions: Emphasize the use of analytics tools to measure performance and make informed decisions.
• Content Optimization: Continuously optimize content for both SEO and user engagement.
• Competitor Monitoring: Regularly analyze competitor strategies to identify opportunities and improve your own marketing efforts.
• Customer-Centric Approach: Focus on providing value to customers and building long-term relationships.
• Experimentation and Testing: Continuously experiment with different strategies and tactics to identify what works best for your business.

Conclusion:

This briefing document highlights the importance of a multifaceted approach to digital marketing, emphasizing the need for data-driven decision-making, continuous optimization, and a focus on customer engagement. By leveraging the right tools and strategies, businesses can effectively reach their target audience, build brand awareness, and drive conversions.

Digital Marketing FAQs: Strategies and Analytics

Frequently Asked Questions About Digital Marketing

1. What is the core principle behind measuring the success of any digital marketing channel?

The central idea across all digital marketing channels is to understand the key metrics specific to that channel and use that information to measure results and improve performance. For example, in SEO, this means understanding on-page metrics like keyword volume and competition, and off-page metrics like domain authority and backlinks. Measuring performance against established goals in tools like Google Analytics is crucial.

2. What are the key skills required to manage Search Engine Optimization (SEO) effectively?

Managing SEO requires a blend of technical and copywriting skills. On-page SEO skills include ensuring website health (site speed, resolving errors, creating sitemaps) and optimizing content for relevant keywords. Off-page SEO involves understanding and improving metrics like domain authority, page authority, and backlinks using tools like SEMrush or Moz. Keyword analysis and competitor analysis are also vital.

3. How can Google Analytics and YouTube Analytics help improve website and video performance?

Google Analytics allows you to track user behavior on your website (audience, acquisition, behavior, conversions). You can measure any dimension (channel, source, medium, keyword, device, demographics) against your goals to understand what’s working. YouTube Analytics provides insights into video performance, including views, watch time, subscriber gains, traffic sources, and audience retention, helping you optimize video content and strategy.

4. What is the benefit of using competitor “spine” tools and what are some examples?

Competitor analysis tools help you identify competitors’ backlinks, track their rankings, identify top-performing content, determine website referral traffic, and compare your data with theirs. Examples include Sprout Social (social media listening), Moz’s Link Explorer (backlink analysis), and Spyfu (PPC and SEO keyword insights). Even just Googling keywords, using the “all in title:” syntax can help you understand your competition.

5. How can businesses effectively use Google Ads for both search and display advertising?

For search ads, monitor ad and keyword performance, ensuring high-quality scores and relevant keywords. Use negative keywords to refine targeting. Leverage Google’s Keyword Planner for keyword discovery and forecasting. The Auction Insights report reveals competitor bidding strategies. Google Ads Editor facilitates bulk changes.

For display ads, monitor keywords and customer engagement. Target the right audience through demographics, topics, and placements. Retarget website visitors and measure campaign performance with available analytics.

6. What strategies can be employed to increase engagement and followers on Instagram?

Strategies include using relevant hashtags, posting consistently, engaging with other users (especially competitor followers), using geotags, leveraging Instagram Stories and Highlights, running contests and giveaways, asking for followers directly, and creating visually appealing and authentic content. Tools like Socialblade can help track follower growth and engagement.

7. How can businesses effectively leverage video marketing on YouTube through Google Ads?

To optimize YouTube video ads, define clear metrics and goals, track low-performing ad placements and remove them, use a custom thumbnail image, and drive viewers to a specific action with a clear call-to-action. Use negative targeting, closed captioning, and A/B testing. Remarket to re-engage viewers who didn’t take action. Ensure the video is relevant and conveys the brand’s message within the first few seconds. Consider different ad formats like bumper ads (short) or TrueView ads, which are skippable after five seconds.

8. What are the key considerations when crafting a compelling brand story and how can it be used to increase customer engagement?

A compelling brand story should focus on the company’s purpose, values, and the unique way it solves a problem for customers. Highlight the impact the company has on its customers’ lives. Brands like Airbnb and Dollar Shave Club focus on the problem they solve, which, in turn, helps generate a personal connection with the target audience. Consider making the story personal through staff stories.

SEO: Search Engine Optimization Strategies and Techniques

SEO, or search engine optimization, is a marketing method that organizations use to increase the quality and amount of traffic to their websites by making them more visible to users of web search engines. SEO enhances unpaid results and does not count traffic gained through paid advertisements. It is a method of getting relevant traffic to a website from organic search results. It is essential to stay up to date and have complete knowledge of the latest algorithm updates and factors that affect search engine ranking.

Here are some key concepts of SEO:

• Technical SEO The technical side of SEO, such as server-side settings, site maps, and server response code rewrites, helps in optimizing page and server levels, ensuring they are found by search engines, which helps generate traffic and conversions.
• Content marketing Expertise in content marketing is essential, as SEO and content marketing cannot exist without each other. Content marketing provides high-quality content, and SEO provides the appropriate keywords to help it get noticed by search engines. Creating and sharing valuable, relevant, and consistent content such as blogs, videos, infographics, and case studies brings the attention of a targeted online audience to a brand’s products and services.
• Link building Successful search engine optimization requires a combination of external link building with credible websites and internal link optimization on your own properties and social media platforms.
• Site usability SEO focuses on good site usability, which indicates how objects are placed on a website and whether the information provided is useful for users. It also indicates if the site is easy to use and navigate.
• Tools Experience with tools like Moz and Google Analytics helps in making appropriate inferences from the data obtained.
• Google Analytics and Google Webmaster Google Analytics helps with tracking and reporting website traffic, while Google Webmaster helps track a website’s search performance with the help of Google Search Console and additional resources.

To drive traffic to a site, an SEO strategy can be implemented to improve overall searchability and visibility on search engines. Search is still king in terms of the volumes of people using it daily, so there is a great opportunity to be found. Being found organically builds trust and credibility because most people who search click on an organic search listing. Increased engagement and traffic provides an improved user experience, and it helps target quality traffic because SEO is the only medium in which you’re meeting somebody halfway by addressing what they’re looking for.

There are different types of SEO techniques:

• On-page SEO entails things that can be done to a website to help it be found in organic search. On-page optimization involves keyword research, technical audits, on-site optimization, and enhanced user experiences. It consists of optimizing a website, including elements such as headers, meta descriptions, title tags, and linking.
• Off-page SEO, or off-site SEO, refers to actions taken outside a website to affect its rankings in search engine result pages. It involves promotional methods to improve search engine and user perception of a site’s popularity, relevance, trustworthiness, and authority. Off-page SEO can also be performed with the help of link building, which involves getting other websites to link back to your website.

When doing SEO, it’s important to use “white hat” techniques, such as keyword research and choosing a natural language processing format to choose keywords that are relevant and natural to the content. It is important to get backlinks from relevant sites and use keywords naturally. Engaging content should be written, and unique title tags should be used for every web page.

Social Media Marketing: Strategies, Platforms, and Engagement

Social media marketing involves using social media platforms to build a brand, drive website traffic, and increase sales. Social media marketing helps marketers achieve their marketing and branding goals by creating and sharing content on social media. This includes activities like text and image updates, videos, and other content that can drive engagement.

Here are some key aspects of social media marketing:

• Building Brand Awareness: Social media marketing improves brand awareness by pushing out appropriate content in front of the appropriate people.
• Paid Advertising: Social media marketing enables marketers to perform paid advertising, exposing a brand’s content to a high-quality, targeted audience.
• Audience Understanding: Social media enables interaction, engagement, and relationship building with an audience. Understanding audience needs helps deliver content that positions a product or service as the answer they seek.
• Content Strategy: A social media calendar is used to determine the message conveyed to the audience and the content posted on social media platforms.
• Platform Selection: Choosing the right social media platform is crucial. Questions to consider include the platform’s purpose, the audience it reaches, and the content that works best on it.
• Engagement: Social media marketing centers around engagement, offering the ability to increase brand awareness.
• Tools: Social media marketing tools help create high-quality content, attract potential customers, and drive engagement. They also aid in planning, creation, and scheduling.
• Visual Storytelling: Visual storytelling uses pictures and videos to convey information simply, overcoming language barriers and engaging the audience.

Nearly 4 billion of the world’s population uses social media. Social media provides a platform to promote a brand, product, or service and build awareness. It also allows messaging to a user base, community, prospective clients, and people unfamiliar with a brand.

Different social media platforms include Facebook, Instagram, Twitter, LinkedIn, and YouTube. Each platform serves a unique purpose:

• LinkedIn is a professional network suited for B2B audiences.
• Facebook is used by just about everyone, and content related to news or entertainment finds success here.
• Instagram is best for visual content.
• Pinterest is limited to static images but drives traffic to blogs effectively.
• YouTube is a video platform for gaming, entertainment, or vlogging.
• Twitter is a platform for various industries, including beauty, fitness, news, media, and entertainment.

A digital marketer must understand social media platforms and be able to formulate a social media marketing plan. It’s important to understand the different social media platforms and develop a strategy for social media marketing. The goal is to avoid posting content aimlessly and to measure results, understand engagement, and react to data.

A social media marketing manager needs skills including understanding of strategy and different social media platforms. They should select a platform that allows control over post scheduling, helps understand engagement, and offers a listening tool to monitor user reactions to hashtags or trending topics.

Content Marketing: Strategies and Best Practices

Content marketing is an effective way of distributing valuable content online. It is a marketing method that involves creating and sharing online content to generate audience interest in a brand’s products or services. This content provides information that the audience considers valuable and relevant in a consistent manner to drive some sort of profitable customer action.

Here are key elements of content marketing:

• Assets Content can be text in a blog post, a video, an infographic, or an image.
• Targeted audience Content is written for a targeted audience, and the type of content posted depends on the platform.
• Goal-oriented Content marketing helps achieve marketing goals by generating interest in a brand’s products or services.
• Content Variety A variety of content can be produced, and digital marketers should branch out and talk about things that support digital marketing.
• Brand voice It is important to make sure content matches a brand’s voice by constantly reviewing editorial standards and ensuring tone and quality remain consistent.
• Keywords Using specific keywords in content takes care of the SEO aspect and helps content have a greater chance of being found, indexed, and ranked.
• Call to action Content should have a clear call to action at the end.
• Originality Always create original, high-quality content.
• Visual appeal Content should be visually appealing.
• Organization Content should be well-organized and structured.

The content that falls under content marketing includes blogs, videos, infographics, case studies, white papers, and ebooks. A blog is key to a website because you can write about products or services and speak directly to a targeted audience.

Content marketing is important because it:

• Builds awareness, trust, and loyalty in your brand.
• Is relatively inexpensive.
• Increases traffic to your site and get more conversions.
• Improves other marketing tactics like search engine optimization, social media, and public relations.

The content marketing process involves:

• Determining what goals to achieve with a marketing campaign.
• Setting up buyer personas.
• Setting up content audits to determine the best type of content.
• Setting up a content management system.
• Brainstorming for new forms of content.
• Focusing on a particular form of content that works best.
• Publishing and managing content.
• Measuring content performance.

Tips for content marketing include:

• Remarket your content to build awareness and engagement with your audience.
• Answer complex questions with content and focus on Google’s featured snippet to drive traffic and cement a position as an expert.
• Create a personality for your brand.
• Back up arguments with data using statistics and facts.
• Be consistent with content and post on a consistent schedule.
• Make content actionable by providing actionable steps or information.
• Create trending and evergreen content.
• Understand content that works for you on different social media platforms.
• Understand your target audience.
• Perform A/B testing to understand what your audience likes and what content works.
• Reach out to people sharing similar content.

When creating content, it is helpful to integrate case studies and show clear examples to stress points.

Email Marketing: Concepts, Applications, and Tools

Email marketing is a digital marketing method that involves using emails to promote products and services to a targeted audience. It is an efficient and inexpensive way to generate a high return on investment.

Key concepts of email marketing:

• Personalization and automation Emails can be set up to regularly send to customers to keep in touch, informing them about new products and other forms of engagement. With email, it is possible to personalize messages and send them to a segmented audience.
• Data privacy compliance It is essential to adhere to privacy guidelines like GDPR.
• Content experimentation Emails can contain images, GIFs, or videos, impacting your customer base differently. Experiment with content to determine what works best.
• Tool and metric understanding Experience with tools like HubSpot and Mailchimp is necessary, along with understanding metrics like contact segmentation, autoresponders, and A/B testing.
• A/B testing A/B testing is taking an original email and creating a variant and testing the two to see which performs well.

Email marketing can be applied at different stages of the customer lifecycle:

• Awareness Share newsletters to educate customers on how your brand can solve their problems.
• Consideration Send relevant emails to promote your product.
• Purchase Send emails that encourage customers to purchase a product by providing an offer.
• Retention Nurture relationships with customers to ensure loyalty by sending emails with exclusive offers.
• Advocacy Convert active customers into brand advocates by encouraging them to share emails with friends and promoting the brand.

Benefits of email marketing:

• Cost-effective It is neither expensive nor time-consuming.
• Time-saving Setting up an email campaign can be quick.
• Real-time marketing It meets customers’ needs at the right time.
• Less intrusive Emails can be customized and personalized, making them less intrusive, especially to a segment that already knows your brand.
• Builds credibility It gains credibility by offering exclusive offers and working with nonprofits.
• Increases visibility and brand awareness It generates brand awareness by sending emails to a large group of people.
• Easy ROI tracking It easily measures open rates, click rates, and how many people purchased.

To perform email marketing:

• Define Goals Define the goals you want to achieve.
• Identify the target audience Identify a target audience and create segments based on their behavior.
• Select Campaign Type Select the type of campaign based on your goals.
• Design Select a suitable design for your campaign.
• Compelling Content Have a compelling subject line and email content.
• Schedule Send campaigns immediately or schedule them.
• Measure Results Measure results such as open rate, click-through rate, and response rate. Perform A/B testing to find out what works.

There are various email marketing tools:

• Mailchimp
• HubSpot
• Marketo
• Sendinblue

One thing often overlooked is using Google’s URL builder, which allows the tracking of different campaigns. By appending links with UTM tracking, the performance of email campaigns can be tracked right in Google Analytics.

Paid Advertising and Google Ads: A Guide

Paid advertising involves paying to advertise products or services with ads and is one of the easiest ways to drive traffic to a website. Millions of people use search engines and social media daily, making paid advertising a popular choice for many companies.

Paid advertising options include search ads, social media ads, and display ads:

• Search ads These are displayed in search engine results. When a user types in a keyword query, you want your ad to show up based on that keyword query. When someone clicks the link in the ad, you pay the search engine.
• Social media ads Social media marketing involves increasing traffic or engagement or brand awareness, but instead of doing this on search, you’re doing it on a social media platform. You can advertise with an image or a video on any particular platform.
• Display ads Display ads are created to be placed on specific websites. Unlike search ads, you have a choice in the ad format with display ads. With display ads, you have text ads, image ads, rich media ads, and video ads. The idea is to get your ad in front of the right audience. When they see your display banner ad, it will be more visual and appealing, which will generate some brand interest and hopefully get someone to click on that ad and go over to your website.

Google Ads

Google Ads is an online advertising platform where advertisers pay to display ads. Google Ads can increase visibility to a high-quality audience. Search is a great place to advertise because you’re meeting the consumer halfway. Google Ads advertises your product or service to the relevant audience to ensure the users perform the action required of them. Google Ads can also increase brand awareness.

Google Ads offers the following benefits:

• Increased intelligence
• Measurable performance
• High flexibility

With Google Ads, you can customize ads based on an audience, a keyword, a specific website, or retargeting. Google Ads also has flexible options in terms of ad format, like text ads, dynamic responsive ads, video ads, and display ads.

If you’re not ranking organically, then you might want to consider Google Ads. If you want to bid on a keyword relevant to your business but you aren’t found for it organically, then you can bid on it. It is also an option if you are ranked for specific keywords and it’s a highly competitive industry, then you can use Google Ads to help you leverage the amount of clicks you get from that ad.

Types of Google Ads

• Shopping ads Shopping ads on Google search showcase your products to those looking for that particular product. By listing the price, if they like the price and they click on your ad, they’re probably going to go ahead and follow through with the conversion.
• Call ads Call-only ads are great for mobile. If you have a phone number associated with your business, you can add that phone number to the ad, and if someone clicks on your number, they’re actually going to call your business.
• Text ads Google will list a maximum of four text ads at the top and at the bottom. If you’re running text ads on Google, you want to make sure you’re always at the top, ideally between positions one and three.

Where Google Ads are Shown

• Google search With Google search, your ads will appear basically below or above the search results on a Google search.
• Google search partners You can advertise on Google search partner sites. These are sites that have partnered with Google and are allowing Google to show ads on their site.
• Display network The display network allows you to advertise elsewhere, which is outside of Google search. If you’re going to advertise on Google’s display network, you have more ad formats available to you, including image and video.

Optimizing Google Ads

When optimizing Google Ads, define your metrics and goals carefully. Track low-performing ad placements. You can scan the list of placements where the ad was shown, and if you don’t like one of the placements, you can always select it, edit it, and exclude it from the campaign. You also want to drive people to perform a particular action with the appropriate call to action. You can also use remarketing to re-engage with customers.

The Original Text

the basic concepts on seo google tag manager google ads social media marketing facebook ads youtube instagram and twitter marketing content marketing email marketing affiliate marketing marketing hacks digital marketing skills careers and much more for this video we have our experts rob and rahul taking us through all the topics so without further ado let’s start by talking about digital marketing before we begin make sure to subscribe to our youtube channel and hit the bell icon to never miss an update from simply learn meet joey a digital marketer he works as the head of digital marketing for amazon but how did joey get here a few years ago joey began to see a large number of opportunities popping up in the field of digital marketing to begin his entry into the field he needed to understand what exactly digital marketing was and what was so great about first joey learned that digital marketing was a form of marketing through which you could advertise to people digitally digital marketing leveraged different channels like search engines websites social media platforms emails and mobile applications it would give marketers the opportunity to interact with and understand their audience better and to increase the trust in their brand digital marketing would also show marketers advertisements to people based on their actions and preferences on the internet while being less expensive than traditional forms of advertising after understanding the main concepts of digital marketing joey realized there was more to digital marketing than he initially thought there are also many types of digital marketing types like content marketing search engine optimization pay-per-click social media marketing email marketing and affiliate marketing and once he understood those types he set up a digital marketing campaign for his uncle’s e-commerce website let’s have a look at what he came up with first joey created content like blogs videos infographics and case studies so that he could generate audience interest in the brand’s products or services this was content marketing next he needed his audience to actually see his content the first step was to create content on specific search keywords that were relevant to the target audience joey would make optimizations on the website and have credible websites linking back to the content and lo and behold the website began ranking on the first page of the search results by continuous optimizations joey would continue to improve the ranking and ultimately make the website rank at the first position this was seo for search engine optimization and joey could do all of this without spending a single penny he could also drive traffic to the website with advertisements but for this he would have to pay a certain fee each time the ads were clicked he could have text ads that show up in search engine results image ads and video ads that show up in websites and much more this was possible with the help of ppc or pay-per-click however joey wasn’t done yet to reach a larger audience he needed to tap into social media platforms he would use social media platforms like linkedin youtube facebook and instagram to advertise the brand’s content he would use these platforms to advertise the brand’s products or services with posts images videos and more to bring out the brand’s story and engage with the brand’s audience who spend a lot of time on social media like pbc he could use the platform to advertise the brand’s products or services with text image and video ads which needed to be paid for that’s social media marketing joey realized that a large amount of the audience weren’t visiting the brand’s website a second time he needed to keep them engaged nurture them to make sure they purchased the product for this he would send them emails that helped them better understand the products they visited on the website and assist them in the buying process he would also send emails to advertise his products or services to potential customers that is with email marketing and finally although joey was able to grow the brand’s funnel he wanted more traffic from third-party websites this could be achieved with affiliate marketing affiliates would promote the brand or product to their audiences for a fee with the help of email signups registrations conversions subscriptions etc after setting all of this up joey had the hardest part of the process to get through the wait although joey had worked really hard on each of these forms of digital marketing he only had moderate success that’s when joey realized he had to gain more knowledge and experience so he decided to get certified and get ahead in his career with the help of simplylearn he took up simplylearn’s digital marketing certification and got the skills and training he needed to become an expert digital marketer and now you know where he is you too can do the same and grow in your career by clicking on the top right corner and with that we’ve given you an introduction to all the major concepts of digital marketing greetings everyone this is rob sanders and today we’re going to talk about what is digital marketing so thanks for joining us here at simply learn and let’s get started let’s start talking about why digital marketing is important so let’s start there on the why so we’re just a fly on the wall and we’re in an office environment we’re looking at two friends having a conversation about digital marketing so really if we’re listening in everybody every marketer is using digital marketing for his or her business now digital marketing has become more popular than traditional marketing that’s not a surprise so in response hey over the past few decades digital marketing has evolved at a rapid pace these days a lot of people spend most their time on the internet so what happens in the internet every 60 seconds well a lot happens every 60 seconds so according to social media today i mean there’s a lot of snaps there’s a lot of clicks there’s a lot of text there’s a lot of videos watched there’s a lot of pictures being taken there’s a lot of voice activated activity going on a lot of tweets emails swipes there’s a lot going on here in 60 seconds so there’s a lot of activity on the internet a lot and so the one gentleman says hey can you also imagine a few differences between digital and traditional marketing systems and then the expert responds of course i can certainly clarify a few differences between digital and traditional and so he goes on to say what the differences are between traditional and digital and let’s look at that okay so on traditional marketing we’re talking about print radio billboard newspaper tv anything that’s not on your mobile or laptop so we know what traditional marketing reach is limited with digital marketing reaches maximum and what we mean by that is hey when you print something you’re printing it for x amount of people if you’re trying to promote an event and you basically create a thousand flyers okay you figure it’s going to a thousand people maybe they’ll share it so you’re looking about 2 000 people maybe just to be generous well digital marketing we’re promoting an event we can promote it to a whole lot of people depending on the platform so 2000 is nothing when you’re targeting an audience on facebook or google search traditional marketing non-versatile and with digital marketing very versatile so again going back to our flyer printing an eight and a half by eleven okay that’s it you know with with digital marketing running display banners 468 by 60 200 by 200 250 by 250 300 by 300 i mean the list goes on on the types of different display sizes not to mention text ads not to mention video or multimedia so there’s a lot you can do to get your message out there okay with traditional it’s always delayed communication okay so meaning if you’re trying to get that tv spot there might not be a spot open until one in the morning okay well with digital marketing there is no hours okay you can certainly get your point out there and have people see it instantaneously so with traditional marketing there’s a lack of real-time results i mean this seems like uh it’s obvious but you know digital marketing that’s one of the biggest benefits instant real-time results instant okay nowadays go to analytics you can look at real-time reporting okay so we could see real-time results okay traditional marketing can be very costly i mean if you’re not only doing postcards and printing postcards but you have to mail those postcards so there’s postage fees where with digital marketing it’s very very very cost efficient i mean meaning you could pick and choose who you want to target when you want to target where you want to target what you want to target and if you’re doing search you can put your bidding in place you can put your hours in place you can really control how much you actually spend that to me is one of the biggest advantages to digital marketing not only do you get real-time results but you can control costs and then obviously optimize based on the amount of cost you’re spending based on those real-time results with traditional marketing it’s difficult to reach a target audience you know with digital marketing it’s easy to reach a target audience i mean you know i don’t wanna bash traditional marketing too much i mean if you’re gonna put a tv ad in place you know you’re gonna do it on a tv show that tends to gear more towards your target audience but that doesn’t guarantee anything here we can simply go to facebook or twitter or linkedin and just pick and choose specifically who we want to target when we want to target them so it just becomes a lot easier to reach a targeted audience on a digital marketing platform and then with traditional marketing poor campaign measurement with digital you have easy to measure and optimize campaigns and what we really mean by that is because you get instant time results because you can control cost because you can reach your target audience more easily all those a result of okay you can measure and optimize based on what our audience is seeing and how much they’re spending to see it we can quickly make adjustments in order to optimize the campaign for better performance so that’s generally that means that’s a culmination of pretty much everything that we’ve listed as a benefit for digital marketing okay so now why digital marketing has been answered with all the benefits that it carries let’s talk about the what is digital marketing so you know that you know you want to do digital marketing so how do we go about that what what is it exactly well let’s just define it digital marketing is just the act of promoting a company’s product or individual’s product or service with the help of a device or technology and so obviously when we talk about device we’re talking about maybe a laptop we’re talking about a mobile device when we talk about technology it could be an app it could be you know a cloud-based platform okay it could be a piece of software okay so a lot going on on the digital side in terms of variations and what you can do but that’s in a nutshell what digital marketing is you’re really just using technology to promote your product or service so we know because of the benefits in digital marketing you can promote your campaign on different platforms okay so all those benefits we mentioned about instant real-time results cost efficiency optimizing campaigns you could do that on search you could do it on social via email on mobile apps etc so that’s what we mean by with the help of digital devices and technology well these digital devices and technology come in the form of search engines and emails and mobile apps etc so when we want to go and promote our product or service using a campaign we have different options so there are different types of digital marketing channels that we can choose from and let’s just go through that list of digital marketing channels and the first one is what i consider the king of them all and that’s seo so seo stands for search engine optimization there’s search engine marketing there’s email marketing affiliate marketing social content mobile and then we can get into subsets of each of these digital marketing channels but really we’ll start with seo because that’s the king and to me that’s basically increasing the quality and quantity of relevant organic traffic on the search engines including google so depending on where you’re located in the u.s market google tends has a large market share so you want your pages on your website to be found and clicked on organically and so that means that somebody types in a keyword you want that relevant page to show up first on google so somebody can click on that link okay and we know that millions of people specifically in the us but worldwide you search on a daily basis so if you’re ranking for those relevant keywords you can imagine how much traffic you can get okay so that’s seo okay and here’s an example so you type in online shopping well you can see the first listing here is a paid search ad and we’re gonna get to that in a minute the second organically is amazon okay so online shopping you think maybe walmart you think maybe alibaba or you’re thinking probably amazon okay so no surprise amazon’s ranking for the keyword online shopping and so if somebody clicked on their listing that’s traffic for amazon let’s move on to search engine marketing you know known as sem or pay per click or cost per click or ppc or cpc or sponsored search or google ads i mean there’s a lot of different names synonymous with sem so search engine marketing is really just using paid ads on search engines just as we saw the previous example if you want to be found for keyword you don’t have to worry about organic if you’re willing to pay for it you just bid on that keyword and voila you have the opportunity to appear number one in the search results at the top of the page for that keyword now when somebody clicks on it you have to pay google if it’s google you’re advertising on but that’s the beauty of search engine marketing you can bid on keywords and appear at the top of the search results for that keyword example here if we go back to online shopping well myus.com is bidding on that keyword online shopping so they’re actually appearing above amazon’s organic listing but that’s what they want to do they want to be found for that keyword so if they’re not ranking for it organically well they’re bidding on it and if somebody happened to click on that listing then myus.com is going to pay google something depending on what the cost per click is and so that could be anywhere from one penny to a hundred dollars it depends depends on the keyword depends on who else is bidding on the keyword depends on the location depends on the time of day it depends on quality score there’s a lot of factors involved and regarding what you pay however the benefit of sem is visibility and getting traffic to your website for keywords you’re not found for so that’s why sem’s such a popular choice for a lot of companies okay let’s talk about digital marketing that’s a traditional type of digital marketing channel it’s been around a long time you know we all send emails on a daily basis and we probably all receive emails on a daily basis this is an effective way to capture leads and convert them to customers because with email you can personalize your emails and you can send your emails to a segmented audience okay so if you have emails from females who are 35 years of age to 44 that live and say this southern part of the united states you can segment that and send them an email and cater that email directly to that audience and of course you can put some nice call to action in there you could design it really snazzy and you could track it just like you can any other digital marketing channel so email is a very effective way to really reach a target audience because everybody for the most part has a functioning email account so basically here’s an example of an email that could go out you’re selling a product and the products promotion is about to end well you know get that email out to your target audience let them know hey you have until tonight to purchase the product and if you purchase it you’re going to get 30 off and you can put the coupon code right in there with a nice call to action and you can measure how many people click on that email go to that web page and purchase the product using that coupon code so that’s an example of email marketing okay we have affiliate marketing so affiliate marketing is an effective way for digital marketers to basically create a sales force of people so basically what you’re doing is you’re getting merchants to promote your products and services and you’re using usually a third party broker like commission junction or cg.com as an example to introduce you the the person selling the product the merchant with the affiliate so that affiliate could likely be a merchant him or himself and they can basically be a good partner of yours by publishing your product or service on their website so that they can sell in order to get commissions so it’s all based on a commission so you basically are going to use a third-party affiliate like cj get all these affiliates to work for you they’re going to promote your product or service if they do sell your product or service you’re going to pay them a commission that’s more or less how it works with affiliate marketing and you know with affiliate marketing to me it’s a good way to you know really promote your product or service and you can pick and choose the affiliates or the publishers of whom you want to work with so here’s an example of affiliate marketing at work okay you basically see a banner basically you can see earn up to 12 advertising fees with a trusted e-commerce leader okay so if somebody clicked on that purchase for example or joined you could pay off that commission okay let’s turn our attention to social media marketing so social media marketing you know i would say it’s fairly new i mean if i think about it we’re in 2019 and i remember talking about facebook back in 2006. so you’re talking about 13 14 15 years of social media it’s definitely evolved over the years and but the concept remains the same it involves creating different types of content depending on the platform okay so you could be on pinterest or instagram and be dealing with photos or you could be on twitter tweeting out certain characters up to a limit okay so it really depends on the social media platform uh that really drives the type of content you’re gonna promote but we know social media can be effective because people use social media i mean facebook is one of the more popular platforms and if you want to get your product or service out there you can certainly pay to have an ad on facebook or you could just post your content organically okay that’s the beauty of social most of your social platforms like linkedin and twitter and facebook and pinterest and instagram they’ll have a paid form of advertising that you can use to promote your product or service or you can go the organic route and you know post content organically in hopes of driving traffic back to your website so with social you do have two options here but social is interesting because a lot of different social media platforms out there really depends on your product or service okay so an example of social media marketing especially on facebook with facebook you got mobile and desktop and you obviously have the opportunity to post something organically and have that liked or commented on or shared or you could post an app and get that liked commented or shared or clicked and have people go back to your website and fulfill the goal of what you want them to do so moving on to content marketing so content marketing is really an effective way of really distributing valuable content online and when we talk about content marketing you know we’re talking about different types of assets so it could be simply text in the form of a blog post or it could be a video or it could be an infographic or it could be an image okay there are lots of ways to create content these days especially in digital marketing and the great thing about content marketing is you’re writing content for a targeted audience so if you’re trying to targeted audience on say instagram then you know who your audience is and you know what the type of content you’re going to post on there so it could be in the form of a video or infographic or just a graphic and so that’s the beauty of content marketing really putting yourself out there and depending on the platform putting yourself out there with various types of content so for example we look at youtube you can see this video here about digital marketing certified associate well hey you don’t need to always write the content you can produce the content in the form of a video and post it on youtube this is a form of content marketing so that’s content marketing and then let’s talk about mobile marketing so content marketing again different types but if we go now to mobile marketing you can kind of segue from content to mobile because the only difference here is with mobile it’s strictly on mobile phone it’s not desktop so mobile marketing is really a strategy on its own that helps you the company promoting your product or service to reach your target audience through a mobile device and that includes tablets and how you could do that is via messaging you could do it via email or you could be do it via an app okay so you have different ways of getting your content out there to people okay so as an example you can use basically sms or instant messaging via mobile devices to promote your product or service here’s another example of a mobile marketing via app install and so you can even compound that by running a say google ad as an example and running your google ad on say just mobile you could do a bid adjustment just for mobile and the goal could be app installs okay so and you can even do a mobile or app extension so there’s lots of ways to really promote your app or your product or your service via mobile marketing okay let’s talk about the customer life cycle so we know why we want to do digital marketing we want to know we want we know what the digital marketing channels are because we just talked about them from seo to social to affiliate to mobile to content to sem okay you have a lot of different digital marketing channels at your disposal so now how do we go ahead and approach our customers so that’s what we’re gonna talk about first so we’re gonna talk about different stages of the customer life cycle okay and the first one is the awareness stage so we need to get our customers aware of what we’re selling or what we’re promoting okay so the awareness stage is really what product does your brand offer that’s a question we want to get out there and we want to answer okay what does a customer need your product or excuse me why does a customer need your product that’s a question we want to answer with digital marketing okay what solution does your product provide okay that’s an answer to a question we want to make sure people understand so these are questions that we want to be able to answer in the form of digital marketing whether that be mobile or content okay so getting our information out there that answers these essential questions and if we could do that then somebody’s going to become aware of our product or service okay so what product does our brand offer why does a customer need it and what solution does it provide okay those are some key questions that people tend to ask themselves when they look at a brand okay and when they look at a product hey do i really need this is it gonna help me in my life okay and who who is selling this i mean who is this brand i mean that’s those are just things that run through people’s mind intuitively that with the right messaging the right channel the right type of asset the right targeted audience you can quickly make somebody aware of your brand’s product or service in this stage it’s help potential customers discover your brand with the help of these different marketing channels so in the awareness stage you know content is key so it’s to me if we have a website we need a blog because if somebody does come to our blog from say organic search seo then we can write about that product or service via blog and talk to our customer talk directly to our targeted audience through that blog and if we’re not ranking organically we can use paid search to promote it because paid search on google for example basically we can be right at the top of the search results and so somebody can actually see it when they do a search because we know millions of people you search on a daily basis you could do social media marketing okay so you can publish that product or service on facebook while you’re building your community and you can use affiliate marketing to help get the word out by using cg.com as an example build up a sales force of people these publishers that are going to put your product or service out there so to me in the awareness stage these are the digital marketing channels you could focus on now i will say one thing about display ads display is part of search engine marketing you could use display because you can reach a large number of people so even though it’s listed here low priority in the awareness stage display ads mean that if you’re on google’s display number you could pick and choose your sites your demographics keywords topics an audience you can focus on all those different demographics to really attract a large number of people so low priority but it’s probably also good to focus on in the awareness stage okay so content marketing you must create a high quality content that people are searching for without content it’s hard to get found and so to me this is you know where the blog comes in seo take that content get it optimized okay sem if we’re not ranking organically we can make sure we’re at the top of the paid search results or the the search results for a particular keyword we want to be found for and then social media marketing using different channels depending on the channel if we’re selling you know training like simply learn does you know linkedin is a good platform for us okay and then affiliate you know basically building up a nice network of publishers to get the word out so these are all good channels that we can focus in on so traffic sources may include paid unpaid social referral display email or direct so they they could come in the awareness stage from all different types of channels even though you’re focused on content i mean you can still get traffic from mobile or email so now that we got the word out via all these different marketing channels there’s that consideration stage so you know people are aware of us now they’re considering us and that’s kind of the next stage in the process okay so a few essential questions to address on the consideration stage hey what features make your product valuable to others and how will i increase customer engagement towards my product so those are answers to questions you want to ask okay what features make your product valuable you want to basically separate yourself from the competition basically that’s what you’re trying to answer okay so if you’re promoting your product or service on paid search and other people are bidding on the same keyword how are you going to stand out and then how will i increase customer engagement towards my product so for example if you’re on facebook okay and you’re trying to get people over to your site to purchase your product then how are you going to improve that engagement you got to create something really snazzy or really it’s gonna be attention grabbing or something that’s gonna get them to become aware of it that’s gonna separate your posts from all the other posts that are in somebody’s facebook newsfeed okay so you really have to work hard to really convince somebody to get their consideration towards your product or service so in this stage your customer considers your product so help them understand how your product is valuable okay to me email works really good here because if you have a targeted audience this gives you the opportunity to really answer these questions in that particular channel email you could support that with a promotion and display i think display is a good option here too because even though you know people are trying to become aware you know you can really hone in and really get them to take that next step okay with display you can even do remarketing so if somebody’s been to your site because they’re aware of your product they’re curious you can cookie them and remarket to them via display so display to me is a good a good channel to use here okay so you have email mobile display you know sem these are all you know good channels to use on the consideration stage especially on search because somebody’s looking for something and they’re aware of your brand then you have the good opportunity to get them to click on your ad especially if you’re offering a promotion and get them to convert the goal here is to increase our engagement so people are aware we’re moving them further along the funnel with email marketing we have the opportunity to promote the product by sending an email directly to our audience so with this stage plan your campaigns around welcoming emails newsletters we can talk about product descriptions add ratings and reviews in the email you know we really just want to encourage people to purchase the product that’s we’re trying to sway them over so email is a good source to allow us to do that so with mobile marketing we can promote the products by sending relevant messages to our target audience display again retargeting because we can retarget an audience that has been to our website already did some research about our brand our product or service and now we’re going to reach back out to them to sway them so remember we want to encourage customers to buy a product by creating detailed articles about the product that always helps and that’s content okay we want to opt for a customer testimonial okay that helps sway people and add some guest blogging okay we can have ambassadors blog on our behalf or we can go out and blog on somebody else’s site okay so blogging works both ways it’s ways of of showing yourself and telling people hey we know you’re looking for this product here’s why you want to choose us okay moving on from the consideration to the purchase stage so they’re aware of you they’re considering you and now we’re on to the purchase stage so the questions we want to really make sure we address here are how are my prices compared to my competitors and is my brand more credible than others okay so they’re considering you but that price point and it may not even be the price it could be the shipping for example the price could be good but the shipping cost could be high so you really want to do some due diligence and research on what your competitors are doing credibility that goes back to the consideration stage and testimonials you want to make sure you have reviews and testimonials to really elevate what you’re trying to tell customers and that that is hey i have a good brand i have a good product i have a good service come buy my stuff come buy my product and service but you really need to support that claim you just can’t go out and say it and so supporting that comes in the form of what other people say and that could be reviews that could be comments on a social media platform it could be you know stars on say yelp or google my business you know make sure you do your due diligence and make sure you get people to you know review you or provide testimonials because people are going to do their due diligence before they purchase especially if it’s on google my business or yelp or trip advisor or whatever it is you’re trying to sell they’re going to be able to see those reviews and so do your due diligence to get the reviews and if it is a negative review hey that’s okay you can’t please everyone you’re gonna get them that’s the world we live in just make sure you show your upper hand and respond even to the negative as well as the positive reviews that you get that actually bodes well to some people because hey it shows that i made a mistake and you’re willing to correct it and so people actually see that that could be the tipping point to getting them to purchase hey look hey this brand really cares because they’re really responding to people they’re not ignoring negativity okay just those small things that can get people to change their mind now with the purchase stage according to e-consultancy 83 of the online audience require encouragement to complete a purchase encouragement what does that mean well it could mean providing a promo giving them that extra incentive you know if you don’t offer promo consider it especially on the email and the example we looked at earlier sending in an email means that if the promo is going to end at midnight send that email out and tell people they have until midnight and if they purchase today you’ll even increase it to 20 and email’s a good channel for that mobile can reach a lot of people through sms okay social media reaching people instantaneously and then you know really with the purchase stage it gives pro prospects an offer to help them make that purchase so you have plenty of channels to choose from in fact most of these channels the only one really that doesn’t fit the instantaneous mode is seo but you can really focus on affiliate even though that’s a low priority here you can really you know coordinate with your publishers who especially those publishers that have proven their worth and have sold your products in the past you get them to help promote it and incentivize their audience so let’s move on from the purchase to the purse post purchase stage so this is after somebody purchases okay so some essential questions we want to be able to address here so what additional product could my customer buy now that they’re my customer what else could i sell them what you know without being too pushy could if they buy a coat well a hat work or a pair of gloves or you know blouse you know you want to be able to not push a product on your customer but think about how you can complement that purchases that purchasers or customers product and then how to improve the customer buying experience so again this goes back to you know what we just said about reviews get somebody to offer a review and if they don’t give you a full compliment of five stars they only give you three and a half stars then you know what that’s great feedback because then you can learn from that and then the other question is will the customer refers to others and if so why so that’s definitely something you want to be able to address in the post purchase stage so let’s take a look here so with post purchasing stage you know it’s me emails at the top of this list because if somebody purchases something you can send a nice thank you email because if they purchase they’re giving you their email in return because you’re likely going to be sending them the receipt via email so email to me is a nice channel you send in a nice message even you know social media you know you can thank your community for supporting you on this recent campaign that you ran you know even throwing an extra five or ten percent on a future purchase is a thank you and that’s easily done on social media you know you could even post a blog you know promoting you know the success of a product and then offering a promotion okay so there’s a lot of things you could be doing here on the post purchasing stage so to me even looking at content again you could even you know put a survey together you could even put a survey together for your affiliates okay you could even post a poll on facebook so it’s just working in with these different channels to get some feedback about your product and service so with email mobile you can engage customers with follow-up emails or customer care content you know with mobile if you have somebody’s mobile number hey text them a simple thank you goes a long way you know you can say hey look if you’re satisfied let us know give us a call you can even in the ee mobile text message you can put a link to a survey send emails to active subscribers give rewards for customer feedback so if somebody does provide feedback give them an extra 10 off you know you want to be able to reward loyalty loyalty comes in the form of a partnership if you’re giving somebody discounts and you have a good product or service then they’re going to recognize that they’re going to say hey look i really like this product and they’re giving me 10 i’m going to go ahead and purchase from these guys again so give those discounts to those active customers or on the affiliate network give referral opportunities to your customers so if it’s an affiliate publisher hey if they’re getting people to your site you know reward them or if it’s an email and you put a four to a friend get an extra 10 off it doesn’t hurt because you’re incentivizing people to help you sell your product so with social display and content use those banner ads or use that content that you display on social or the blog you’re gonna write to give customers advice in order to maximize the value of the purchase so again you can use these platforms to also enhance what they purchased so hey you just purchased this product thank you very much did you know you could do this this and this with it and so that’s the idea of a post-purchase stage is to maximize these channels to be able to answer those essential questions about what else could they purchase you know do they like how do i get these people to become loyal customers okay so with the first purchase stage if a customer has bought a pair of sports shoes for example running shoes you can recommend cross product sale a cross sale it could be a pair of shorts or a water bottle or an accessory with an exclusive discount so that’s another example what you can do on the post purchase date greetings everyone this is rob sanders from simply learn happy new year and today we’re going to talk about digital marketing skills so digital marketing allows business owners regardless of the business non-profit for-profit large or small national local international to really expand their business allows them to personalize their content they could save money and most importantly they can measure the results and so that’s what we’re going to focus on today when we talk about digital marketing skills focusing on measuring those results so suppose anybody wants to work in marketing or grow a company or help grow an individual’s company or ensure to keep up with the appropriate skills this is what we’re going to cover today so we’re going to cover a few channels and so let’s get right to it today we’re going to start off with search engine optimization or seo also known as organic search so seo is an interesting channel uh it’s probably the premier channel for most companies in fact hubspot confirms that 57 of b2b marketers stated that seo generates more leads than any other marketing initiative so it’s really important for not only just generating traffic but it’s also important for generating leads and and generating more business including e-commerce and so what does seo entail and what skills should you acquire in order to manage seo as a marketing channel well if you think about it seo is really divvied up into two pies one pie is called on page the other pie is called off page and so on page consists of things you can do to the website to help you be found in organic search so what are those things well it could be anything from you know page load speed to four or four errors to site maps and so the point here is if you’re going to manage seo and you know that you got to make sure your website’s in tip-top shape or your clients websites and good enough shape for google to recognize it as a legitimate site you have to have some technical skills now i’m not saying you have to be developer but at the same time you have to know what a 4-4 error is you don’t have to know where and how to generate a site map and upload that sitemap you need to know how to edit a robot’s text file so those are you know what i call soft technical skills but they’re all valid for seo so you have to have some technical background staying in the on-page pie okay you need to make sure you have not only skills to write content but skills to optimize content so you need to be aware of all the different elements on a page in order to optimize that page so again that entails you know some copywriting skills but more importantly and probably more challenging is to take those copywriting skills and enhance them for seo okay so making sure that you’re able to understand what it is that you need to do to get a page optimized so it can rank higher in the search engine results so those are on page skills then you got the other piece of the pie which is off page so understanding you know what it takes to make sure your site is relevant so it’s understanding different metrics off-page metrics like page authority domain authority external links internal links and so generally most seo managers have a third party seo platform that they work with like sem rush or moz so it’s understanding how to work with those platforms to measure off page results so we always say that seo as a digital marketing channel is an 800 pound gorilla well it is because you have on page and off page to worry about so the two of those together you know is is quite a task in order to rank and so what brings seo and all digital marketing channels is understanding the metrics and understanding what you’re seeing in order to measure results and improve upon those results so that’s really the theme for all these digital marketing channels we’re going to talk about today it’s really about okay what metrics and how do i measure the results and so when we look at seo in terms of measuring results on the on page side okay you’re gonna have to do some keyword analysis you’re gonna have to understand okay what volume is you’re gonna understand how to get the competition numbers okay and you’re gonna have to understand what keywords to choose okay so that in itself is a skill being able to choose keywords based on several metrics then you’re gonna have to be able to ascertain you know what pages and what keywords are driving traffic and how those pages are performing okay and then again the off page you got different metrics like domain authority or page authority you have external links internal links you have no follow and follows and and you allow these little metrics related to off page seo so you’re going to have to understand what those metrics mean and if you can understand what those metrics mean and then more importantly act on those metrics then that’s what’s going to help you improve your results in terms of seo so again that’s going to be the common theme here so i’m just going to highlight again those metrics that you’re going to need to understand in order to better manage seo as a channel get on the on page side you need to understand the technicalities involved but for example page load what’s a good page load time it’s about page load time from a keyword perspective what’s good volume what’s bad volume what’s good competition what’s bad competition so if you can understand the intricacies of the measurements related to seo then that will help you improve upon this big channel called organic search so seo is the practice of getting relevant traffic to the website okay from organic search results so it really is essential to stay up to date and have a complete knowledge of the latest algorithm updates and factors that affect search engine ranking so that’s seo let’s transition to search engine marketing also known as paid search sponsored search google ads bing ads pay per click cost per click a lot of acronyms a lot of ways to describe it at the end of the day search engine marketing means that hey you as an advertiser have the ability and have the opportunity to rank at the very top of the google search results now it’s different than seo because you’re actually paying for the placement and so to be found at the top of the search engine results as a paid placement or sponsored ad means that if somebody clicks on your ad you’re gonna pay google x amount okay so unlike seo sem is very fast moving and so when we talk about fast moving we mean that you’re collecting a lot of data very quickly so sticking with the theme of what skills should i have for search engine marketing well if you’re going to collect data then that means you need to measure the results of that data and so sticking with our theme of measuring results you need to understand first and foremost what all the different metrics mean related to sentry engine marketing okay so i’m just gonna rattle off if you will a few of the metrics but the commonality here is yes you can learn what those metrics mean but you have to act on those metrics so one of the the main metrics involved with search engine marketing is impressions so impression is just basically how many people have seen your ad okay so if your ad shows up on the search results page regardless of whether somebody clicks on it or not you’re gonna get an impression okay so if you’re getting a lot of impressions that means a lot of people have seen your ad what’s a lot of impressions well it’s subjective okay so it could be a thousand impressions or ten thousand impressions at the end of the day that’s how many people have seen your ad now more importantly you have another metric called clicks clicks means how many people actually saw your ad and then clicked on your app okay so if you have 100 people that have seen your ad and one person who clicked on your ad then you have a click-through rate of one percent now when it comes to google ads and search engine marketing in general you want to have a high click-through rate especially on google because that does impact quality score so quality score is another metric you need to be aware of okay it’s a quality score simply a number between one and ten that’s assigned to each keyword okay so what impacts quality score click-through rate is one of the factors that impact quality score so if you have 200 or 300 or 500 or a thousand impressions and very little clicks that means your click-through rate is going to be low if your click-through rate is going to be low then your quality score is going to be low and in order to pay less to google you need to make sure that your quality score is good so you need to understand the factors involve a quality score you need to understand impressions clicks click-through rate because if you don’t have a good click-through rate then how do you improve that so it’s about measuring the results and acting upon the results those are the skills involved with search engine marketing and that’s just on the click side you got the conversion side of the house so you need to be able to understand how to get conversions and how to maintain a high conversion rate so for example if you have 100 clicks and only one conversion that is a one percent conversion rate okay fair enough but what are you paying per conversion what’s the cost per conversion okay and if that number is high like say 20 dollars and you’re only selling a product that’s say ten dollars well then you got a problem and so there’s a lot of different metrics involved with search engine marketing you’re collecting this data very quickly so you need to be able to react to the data that you see so that’s the skill set really involves search engine marketing if you’re getting the data if it’s a low click-through rate or low conversion rate or high cost per conversion or very low impressions you need to be able to understand how to react to what you’re seeing and what your data you’re collecting that to me is the primary skill bottom line with search engine marketing and there are other skill sets involved don’t get me wrong i mean it’s nice to be able to write copy because with search engine marketing typically the ads have very few characters involved so you need to be able to write a compelling ad to convince somebody to click on your ad and so writing copy being able to understand your target audience those are all things involved with managing search engine marketing but really the key component here is again measuring the results okay let’s switch over to a traditional marketing channel email marketing you know one of my favorites you know listen we’re all bombarded with emails uh and you know what it it becomes cumbersome at times i mean it’s easy to just disregard an email and so to me the key here if you’re going to do email marketing you need to have a certain set of skill sets and so what that skill set is is really understanding your audience because if you send an email to a certain set of recipients you need to hope that that email is relevant to that audience okay so you need to be able to really identify who it is we’re sending this email to and a recent study done by statista stated that 49 of consumers really like to receive promotional emails from their favorite brands so if you have a very strong brand then email marketing is probably a good channel for you if you don’t have a strong brand or nobody really knows about your brand or your product or your business then email marketing could be a little bit of a steeper hill to climb if you will but really email marketing is it involves emails that promote the brands products and services and if you could target the right audience or making sure you have the right audience then you got a good chance of having successful email marketing campaigns but when it comes to emails you know it’s like having a blank canvas you can be as creative as you want as long as you’re talking to the audience so the big skill set here again is copywriting and having some you know creativity involved with that copywriting saying the right things but not saying too much the same time making the email aesthetically pleasing as possible so that when somebody does open the email they’re going to be able to react to it so you know writing copy with strong call to action or really relevant copy that really talks to the audience i mean those are all keys for email marketing in my opinion also one thing we didn’t bring up in search engine marketing but it certainly holds true with search engine marketing as well as email marketing and that’s a b testing and so a b testing is simply taking an original and creating a variant and testing the two to see which one performs well you could certainly do av testing with email marketing that means taking a subject line that has traditionally worked for you or is relevant for that audience and then creating a variant or different subject line so if i’m going to send an email to 100 people i’m going to send 50 people one subject line and then the other 50 is going to get my variant subject client and why is this important because i want to be able to see what people react to okay so if i see the open rates higher for the variant versus the traditional or the original subject line then i know that this subject line works and therefore i’m going to apply this subject line moving forward and then what am i going to do i’m going to take it and test it against another variant so you should always do a b testing on subject lines so the concept of a b testing should not be lost on any digital marketer okay whether that be seo search engine marketing or email marketing okay so you should have an understanding of a b testing and of course going back to measuring results with email you have a different set of metrics we already mentioned open rates so if you send out 100 emails how many people open the email okay you want that open rate to be as high as possible and then when they open the email the people click on that cta or any of those links in the email okay so you want a high click-through rate and then more importantly when they click on a link in the email they’re gonna go to a landing page you want that person to engage with that landing page so what’s the engagement rate of the landing page from the email okay so it’s really important that you have an understanding of all the different metrics involved with email marketing and again how to react to that data so if you’re getting a low open rate could it be the subject line isn’t that good possibly that’s why you have to do testing if you’re getting a low click they’re right on the emails that could be because the copy may not be that great or the design or the call to action or it’s not compelling enough for the recipient of the email and then again the engagement on the landing page if you have a low engagement rate a low conversion rate you gotta look at that and figure out how to improve that okay so you can apply a b testing the landing page so there are always ways to react to the data regardless of what campaign or regardless of what digital marketing channel you’re working in so that’s the commonality here one point on email marketing is if you’re going to measure the results of the campaign whether you’re using you know vertical response or mailchimp or you know some other email marketing platform you want to make sure you have what we call a utm tracking and if you’re using google analytics having utm tracking or understanding what utm tracking is allows you to measure the results of that email marketing campaign in google analytics so that’s another skill set you should have being able to apply your tracking to your digital marketing campaigns including email okay because if you don’t it’s going to be hard to measure the results in google analytics so let’s focus on one more marketing channel here and that’s social media so we all know social media isn’t going anywhere it’s becoming more and more popular in fact your offshoot of social media is really influencer marketing uh you know if somebody an influencer has millions of likes on say tick tock or instagram you might want to engage with that influencer and help you promote your brand or your product isn’t that really what social media is it’s a platform whether that be you know facebook or or twitter it’s a it’s a platform to help you promote your brand your product your services and it’s a chance for you to get to message your user base your community prospective clients people who don’t even know about your brand it’s a chance to build awareness so social media holds a lot of different uh strategies if you will in fact nearly almost 4 billion of the world’s population uses social media let me see there’s seven something billion people in the world well that’s a large percentage the majority of the percentage of the world uses a social media platform okay in fact just like seo when you need an seo platform there are plenty of social media platforms there’s later there’s sprout social there’s hootsuite there’s buffer in fact buffer confirmed that 73 of marketers believe social media marketing has been somewhat effective or very effective for their business and that’s promising because social media in my opinion having been in this industry a while it can be a very fickle channel meaning if you’re trying to promote a product or service on facebook and it’s very very going to be very hard to pull that person away who’s engaged with their facebook feed not only just to get them away from the facebook feed onto your website but then to turn around and allow that person to try and convert okay based on what you have on your website so it’s challenging enough just to get them away from the social media platform let alone converting so that’s why when i say very fickle but you know it’s somewhat encouraging if buffer’s telling us that marketers believe that social media marketing can be effective and it can be effective you just have to have the right strategy so to me one of the skill sets you should have if you’re going to be a social media marketing manager is being able to understand you know what is the strategy here what are we trying to achieve when we set up a social media platform or enact a social media campaign okay and so that’s really the first thing it’s really understanding what platforms what’s the strategy here because if the strategy is brand awareness then what channels or social media platforms if you will work best for us is that twitter is that facebook so it’s being able to kind of formulate a strategy a plan if you will for social media marketing because the last thing you want to do as a marketer is endlessly just post content for the sake of just posting content because just like any other marketing channel you’re going to have metrics and social media is not shy on the metric front okay so you have reach you have impressions you have engagement rate in fact every social media channel has its own set of specific metrics whether that be likes followers shares uh reviews stars if you will so it really depends on the social media platform that you’re using but at the end of the day you need to be able to measure the results if you’re posting let’s just say on facebook and your whole job or strategy is to entice engagement meaning get people to share that particular post or act on that post then you need to be able to measure the engagement how many people saw the post how many people engaged with the post okay and so just like any other marketing channel you’re collecting data and you need to react to that data but more importantly it’s about being able to you know put a strategy together first and then i would you know a skill set i would recommend you have is understanding all the different social media platforms that are out there you know i just named buffer or hootsuite or sprout social they’re all good in their own right but they’re all going to have different features so to me understanding what social media platform works best for you you want to choose a social media platform that you know allows you to control what post you schedule when you schedule them how they’re scheduled what platform they’re scheduled on at the same time you want a social media platform that’s going to help you understand the engagement that you’re getting from that platform and you’ll probably want a social media platform that allows you to quote unquote listen in if you will on what users are you know reacting to in terms of hashtags or what’s trending on that particular platform okay so you want a listening tool if you will uh as part of that social media platform so it’s understanding what platform you want to use when it comes to social media marketing it’s understanding what strategy that that platform is going to help you when they enact okay and then it’s also that social media platform that’s going to help you understand the data so you can react to the data so those are all to me the skill sets you need as a social media manager and then an offshoot of social media is paid social so just like search engine marketing you can advertise on say twitter linkedin facebook on a cost per click basis meaning if you’re showing your ad on linkedin and somebody clicks on it you’re gonna pay for that click you’re going to pay linkedin or you’re going to pay twitter you’re going to play facebook so it’s understanding you know the skill sets involved with paid social is understanding what assets you can have when advertising on these platforms you know can you use video on linkedin or facebook um you know can you use what type of images and you know how big do those images need to be and can you have wording on those images or what are the guidelines involved with having images as part of your ads so having a full understanding of the types of assets that you can run in terms of your advertising on social media is very important in my opinion because it’s always changing and you want to be able to put the best asset the best message you want to put your best foot forward when advertising on social media and of course when you do advertise again a whole nother set of metrics you know how many people saw your at how many people clicked on your ad how many people engaged with the landing page how many people converted what was the cost per conversion so all of those are metrics that we covered in search engine marketing they apply with paid social so you have the opportunity on paid social you have the opportunity on social media to really get your message out there it’s really understanding what kind of data you’re collecting what are the results of the ad or the post and how do you react to that and that’s really the common theme with digital marketing skills if you’re not a big fan of numbers you’re not a big fan of excel if you will or spreadsheets if looking at a mountain of data scares you well then you might want to think otherwise when going into digital marketing but if you want to embrace the data then digital marketing is really a great career because if you can get the data and you know how to react to the data then you can be successful in any campaign you run right that should do it for today thanks for joining look forward to reaching out to you uh for more of these uh webinars uh feel free to email us or go check out our website at simplylearn.com thank you so much and i’ll see you soon [Music] before we get on to talking about mobile marketing let’s have a look at some stats related to mobile marketing first off mobile devices are used for over 40 of online transactions next we have marketers and advertisers put 51 percent of their budget into mobile ads and finally mobile is responsible for an average of more than 40 percent of revenue in leading b2b organizations so what is mobile marketing mobile marketing is a digital marketing strategy that started all the way

in 1992. remember sms’s that advertise stuff that’s what mobile marketing started off as the main objective with mobile marketing is to advertise products and services to a target audience through multiple channels on smartphones tablets and other mobile devices this is done through websites emails sms social media in-app notifications and other applications so here are key concepts related to mobile marketing first we have focusing on the customer and personalized marketing in mobile marketing the primary focus is on the customer want them to increase brand loyalty give customers special offers or show them personalized ads based on their location and purchase history basically by focusing on the customer it gives them the feeling that the brand is directly interacting with them and as a result their loyalty towards the brand greatly increases next we have identifying trends with data by leveraging data different trends can be identified from there you can create customer profiles and then with predictive and behavior analysis you get an understanding of what will better grab the attention of a customer then we have testing testing provides insights and learnings that would be extremely important to the success of the campaign for example say you do an a b test with that you’ll get the optimal variant of the two as well as further understanding of what works and what doesn’t and finally understanding mobile analytics having some experience with mobile analytics with some of the metrics that need to be focused on like engagement ratio cost per install and average revenue per user are very important for mobile marketing experience with mobile analytics tools can also help with insights that would help future decisions and experiments so if you’re interested in getting certified in mobile marketing you have options like mobile app marketing 2020 aso advertising and monetization by udemy and you also have digital marketing specialist certification by simply learn now let’s go to number nine crm or customer relationship management here are some interesting stats it is stated that towards the end of 2019 86 percent of customers are willing to pay 25 percent more for better customer experience also crm marketing will be worth 73 billion dollars in 2020. finally businesses that leverage crm software see sales increased by 29 sales productivity increased by 34 percent and sales forecast accuracy increased by 42 now that we have looked into these stats let’s understand what crm is all about crm is a technology with which an organization’s relationships and interactions with existing or potential customers are managed it’s basically a collection of strategies tools and technologies and crms aim to develop new customer relationships retain them or require new ones along with that it also helps companies with sales marketing and service management crms mainly store data like purchase history personal information and purchasing patterns so here are a few areas to focus in crm first we have data analytics crms provide a number of different metrics that can be analyzed and whose results can be incorporated into forthcoming campaigns now although what metric you focus on entirely depends on your requirements here are some of the commonly used metrics there’s customer churn which is basically customer attrition there’s nps which is a measure of how satisfied your customers are best customer retention cost and first contact resolution rate which is a percentage of customer support tickets that get resolved at the first shot next understanding how different crm tools work there are loads of options to choose from when it comes to crms there’s salesforce hubspot crm zoho crm microsoft dynamics and much more it is really important to have experienced at least the most commonly used ones since each of them have their own nuances advantages and disadvantages now let’s have a look at some of the certifications we have options like salesforce administrator certification training course by simplylearn dynamics 365 by microsoft and finally hubspot academy sales professional credential by hubspot so now let’s go to number eight at number eight we have designing like usual let’s have a look at some of the stats did you know that 32 percent of marketers say visual images are the most important form of content for their business with blogging in second well 70 of companies in western content marketing which could include visual marketing strategies so now let’s take a closer look at designing with designing the objective is to communicate as well as promote the products or services the brand is advertising in a visually appealing manner designing goes hand in hand with a great copy though even if you had the best looking creative in your ad it’s possible it won’t catch on if the copy accompanying it isn’t good you might wonder what does designing have to do with digital marketing plenty actually if you have an understanding of designing yourself in the scenario where graphic designers are unable to bring your idea to life you could do it yourself desiring for yourself what the content will convey not only that you might be able to provide some insight in the designing of the creative for the ad next let’s have a look at key concepts of designing firstly a basic understanding of design philosophies are necessary which means you need to know about concepts like using attention grabbing and relevant images the golden point rule and much more then there needs to be an understanding of tools like adobe photoshop and after effects these are some of the most commonly used tools for creating creatives and even the basic experience with these software could be extremely useful later on now let’s have a look at some certifications we have certifications like graphic design by coursera introduction to graphic design by linkedin and fundamentals of graphic design again by coursera next at number seven we have listening now let’s talk about social listening social listening is a method through which a brand can learn about what customers are saying about them and the industry online by monitoring digital conversations the brand social media channels can track analyze and respond to conversations and feedback improving their relationship with the users who may become potential customers and thus increasing loyalty of present customers and it’s a proven fact that customers are drawn towards brands that are prompt in response now let’s have a look at some key concepts understanding how different social media platforms work how is each platform different from the other where does most of your audience come from which platform is better suited for your content those are the questions that need to be answered then experience with popular social listening tools like hubspot and hootsuite these platforms can help with a number of different situations like pr crisis respond to customer complaints find user generated content to obtain competitive intelligence take suggestions and much more next at number six we have copywriting first let’s have a look at some stats it is stated that 64 percent of b2b marketers outsource their demanding copy needs next it also says that a compelling copy draws 7.8 times more site traffic and produces brand recall which brings higher engagement rates now let’s talk about what is copywriting copywriting is an act of creating promotional texts that could be advertised in brochures notifications billboards emails and so on the primary objective here is that the written content called copy or sales copy increases brand awareness and persuades individuals to take a particular action be it signing up to a website buy a product and so on now let’s have a look at some key concepts of copywriting first understanding the customers and the competition so from the customers several bits of vital information can be obtained like what kind of writing gets the maximum amount of engagement what kind they dislike and much more likewise from the competition you can find out what kind of writing they have success with what they are doing better from your brand and so on this one goes without saying but to have success with copywriting you need to be well versed with grammar and have sufficiently good writing skills let’s have a look at some certifications now here we have the creative copywriter academy then we have the idm award in digital copywriting by the institute of data and marketing and finally we have american writers and artists copywriting course next up number five email marketing first let’s have a look at some stats according to statista in 2019 global email users amounted to 3.9 million by 2023 this is set to grow to 4.3 billion next it also states that 81 smbs rely on email as their primary customer accusation channel and 80 for retention next again by statista it states that 49 of consumers would like to receive promotional emails from their favorite brands so now let’s have a look at email marketing email marketing is a method for performing digital marketing by using emails to promote products and services to a highly targeted audience in a way email marketing could nurture the relationship with your customers or completely drive them away with email marketing customers can be communicated with directly with personalized emails helping them stay updated with items or offers it also serves a purpose of informing people about your brand or keeping existing customers engaged between purchases now let’s have a look at key concepts first we have focusing on personalization and automation emails can be set up in such a way that customers are regularly sent emails on a regular basis to keep in touch with them inform them about new products and other forms of engagement then we have complying with data privacy rules privacy has been the talking point for a while now most recently the gdpr brought about a number of restrictions that have to be adhered to by organizations so it’s absolutely necessary that these privacy guidelines are followed or would you rather spend 10 million pounds next experimenting with different kinds of content emails can have images gifs or videos attached to them and each of them can impact your customer base in a different manner depending on their requirements so different kinds of content need to be experimented with to determine the one that works best for you and finally understanding popular tools and metrics to be successful at email marketing it is absolutely necessary to be experienced with tools like hubspot and mailchimp these platforms come with a number of features like contact segmenting autoresponders service and app integration a b testing and much more next up we have certifications here we have certifications like hubspot academy email marketing by hubspot then email and affiliate marketing mastermind by uteny and finally advanced email marketing certification training by simply learn so now that we have reached midway i have a question for you guys what do you guys think is in the number one section let me know in the live chat i’d like to know what you guys think if you enjoy watching informative tech videos like this one consider subscribing to simply learn’s channel to stay up to date on the trending technologies and hit the bell icon to never miss an update in the future now back to number 4 social media marketing before we go in let’s have a look at some stats according to statista nearly 50 percent of the world’s population uses social media 73 percent of marketers believe social media marketing has been somewhat effective or very effective for their business lastly 90.4 percent of millennials 77.5 percent of generation x and 48.2 percent of baby boomers are active social media users so now let’s have a look at social media marketing social media marketing involves the usage of social media platforms to build a brand drive traffic to your website and increase sales this helps marketers achieve their marketing and branding goals by creating and sharing content on social media activities like text and image updates video and other content that can drive engagement social media marketing also enables marketers to perform paid advertising with this your brand’s content like articles videos and images are exposed to a high quality targeted audience next let’s have a look at some key concepts of social media marketing first understanding how to work with different social media platforms is necessary every social media platform comes with its own kind of audience nuances advantages and disadvantages so it’s important to have experience with them so that the one that best suits your requirements can be selected next we have monetization on youtube which is also a social media platform you could monetize your videos to get some income out of them other options include affiliate marketing influencer marketing events and much more then we have analytics experience with social media marketing tools like buffer and buzzsumo can help organizations by providing alerts based on keywords brand names links domain and much more among other things it also tracks competitors and analyzes their content to determine what they are doing better then we have knowing your brand’s user base and optimizing your content it’s important to understand your brand’s user base to determine what they like the most on your social media page and then optimize it now let’s have a look at some certifications here we have advanced social media certification training by simplylearn then we have social media marketing on linkedin learning and finally hootsuite social marketing certification by hootsuite and now for the top three number three pay-per-click of ppc first let’s have a look at some stats 33 percent of people click on paid search ad because it directly answers their search query it also states that paid ads have a 11.38 ctr on google and finally according to google businesses make an average of two dollars in income for every one dollar they spend in google ads now let’s talk about ppc it is a form of online advertising in which advertisers spend a certain amount of money each time their advertisement is clicked this process if done properly can drive people to your website without having to get them organically search engine marketing is one of the most popular methods to perform ppc for ppc most search engines are part of an automated process performed by the search engine to determine how relevant and valid they are to appear in the search engine result page now let’s have a look at some key concepts of ppc first it’s important how different search engines and their advertising works each of them have their own but somewhat similar rules prices restrictions and so on then we have google ads one of the most popular and lucrative players among the search engines google ads provides marketers with a sizable chunk of the internet to advertise to it is important to properly understand how google ads works and how its many features and functionalities can be used efficiently for more on google ads why don’t you check our introductory video on it i’ll link it in the chat next analytics different metrics like cpc or course per click clicks click-through rate and quality score need to be understood so that optimal and well-informed decisions can be made finally we have copywriting and visual design ability as i mentioned earlier either of these don’t work without the other which means the experience in both these concepts would be greatly beneficial for the individual and the organization now let’s have a look at some certifications we have google ads certifications by google then advanced pay per click ppc certification training by simply learn and finally we have microsoft and excellence program by microsoft now for the top two search engine optimization let’s first look at some stats according to zero limit web on the first page alone the first five organic results account for 67.60 of all the clicks and according to google where to buy plus near me mobile queries have grown by over 200 percent in the past two years and finally according to hubspot 57 percent of b2b marketers stated that seo generates more leads than any other marketing initiative so what exactly is search engine optimization search engine optimization or a ceo refers to the method adopted by an organization to grow the quality and quantity of website traffic by making it more visible to the users of a particular web search engine this is possible with the help of organic search results seo improves unpaid results and doesn’t count traffic obtained from paid ads next let’s have a look at some key concepts of seo technical seo the technical side of seo like server side settings site maps server response code rewrites and so on will help you take advantage of both page level and server level optimization to ensure they are found by search engines this by extension helps generate traffic and conversions next content marketing it is important to be well versed in content marketing as both seo and content marketing can not exist without the other content marketing provides high quality content and seo provides the appropriate keywords that would help it get noticed by search engines next link building the process of search engine optimization can only be successful if there’s a combination of both external link building and internal link optimization one builds links with credible websites and the other performs link optimization on your own properties and social media platforms now we have site usability seo must focus on good site usability this is an indication of how objects are placed in your website and if the information provided is useful for the users it also indicates if the site is easy to use and navigate then you need to have experience with tools like moz and google analytics to take appropriate inferences from the data obtained and finally we have google analytics and google webmaster google analytics will help with tracking and reporting website traffic google webmaster will help track your website’s search performance with the help of google search console and additional resources now let’s have a look at some certifications here we have seo training course by mers which is provided by udemy and we have search engine optimization training course by simply learn and finally we have hubspot seo training course provided by hubspot finally number one it’s data analytics data analysis is a process which looks into collecting and organizing data by doing so helpful conclusions are drawn these conclusions can be incorporated into the upcoming campaigns of the organization the information that is analyzed is collected with the help of analytical and logical reasoning here are some key concepts of data analysis first understanding popular data analytics tools like apache spark tableau and sas can be greatly helpful in the process of data analysis then we have google analytics google analytics is a tool that helps businesses analyze their website it records activities of users visiting your website along with additional information like their age gender and interests this is then sent to the google analytics server and then can be used by you to make decisions regarding upcoming campaigns then we have data visualization data visualization enables data to be translated into a chart graph or other visual component understanding data visualization would help with understanding data in a quick and clean manner it enables brands to identify emergent trends and to respond to it quickly with it the brand story can also be shared with others thanks to being able to create a narrative with graphics and diagrams and finally a clear understanding of data structures fundamentals and basic statistics can greatly ease the process of data analysis now let’s have a look at some certifications here we have introduction to data analytics for business by coursera then we have data analyst masters program by simply learn and finally we have micromasters program and marketing analytics by edx today i’m going to tell you how you can become a digital marketer so first off let’s answer the most important question who is a digital marketer now a digital marketer is responsible for several things let’s go through some of them first off they’re responsible to develop as well as manage marketing campaigns to ensure that the goals of the organization are fulfilled they need to create a marketing strategy which is based on analyzing their competition as well as the benchmarks within the industry they need to drive website traffic as well as acquire leads which are then worked upon by the organization or the business they need to utilize web analytics tools so that they can measure and optimize the campaign which is basically figuring out how well the campaign is doing and if it’s not doing well how they can make it better and finally they need to be able to enhance brand awareness which is just letting people know that the brand exists and how the brand can make their lives better next up let’s talk about how to become a digital marketer to become a digital marketer you need a certain set of skills skills like search engine optimization search engine marketing or sem email marketing social media marketing affiliate marketing content marketing and finally mobile marketing so the first step you need to take to become a digital marketer is to learn seo so seo or search engine optimization is the process of increasing the quality of your organic traffic which is nothing but the traffic that comes to your website without having seen any paid advertisements just because your website is one of the first few results when they search a particular query on a search engine seo involves on-page seo as well as off-page seo so how to do on-page seo first off you need to do keyword research keyword research is one of the most important steps when it comes to seo it is the process of identifying popular words and phrases used on search engines by users you need to be able to identify keywords with high search volume high relevancy and low competition next up we have technical audit so search engines around the world have internet bots performing a particular process known as crawling in this process these search engine internet bots these search engine bots also known as spiders scan a website and copy the entire website’s content and store it within the search engine for it to index now you need to ensure your site is being crawled and indexed next you have onsite optimization you need to develop high quality content meta tags url and sitemaps and finally user experience you need to provide good website architecture as well as internal linking structure next up let’s talk about how to do off-page seo this is made possible with the help of link building this is the process of navigating links from other websites to your own and by building external links to your website your organic search ranking can be improved now let’s talk about some seo tools you have moz google keyword planner semrush and ahrefs now let’s talk about the next step required to become a digital marketer which is to learn sem or search engine marketing search engine marketing is a practice of marketing a business using paid advertisements on search engines and other websites so basically this is a way of attracting users towards your website or a particular product that you’re offering so how can you do sem or search engine marketing first off you need to determine your goal and define a budget you need to ensure that you have a goal in mind for example do you want more leads do you want to increase traffic or improve brand awareness and much more after you’re done with that you need to define a budget how much money are you ready to spend to achieve this goal then you need to choose a list of relevant keywords which is keywords on which you’ll be bidding to advertise you need to finalize your keywords and then bid on them which is basically are you ready to pay for how many clicks you’re getting or for acquiring customers or making them leads and so on you need to create a compelling headline for your ad campaign you need to monitor the performance of campaigns and measure results which is basically finding out whether the campaign is working out well and if it’s not to optimize it so that it works the next time and you need to target your audience with remarketing campaigns for example if a customer does not go through with the conversion process they can be added to the remarketing audience so that they can be advertised to again some of the popular sem tools are google adwords editor fb ads manager bing ads and adroll now for the next step to become a digital marketer you have to learn email marketing now email marketing is a really efficient as well as inexpensive way to generate high return on investment it can be used to convert prospects into customers by sending personalized emails to a targeted audience so how do you perform email marketing first off you need to discover your target audience and create segments in which you can divide them depending on their behavior you need to select and create your type of campaign depending on the goals you want to achieve you need to select a suitable design for your campaign you need to have a compelling subject line and email content which is very important when it comes to email marketing you need to send campaigns immediately or schedule an email and finally you need to measure results such as open rate click-through rate response rate and so on you also need to perform a b testing to find out what works and what doesn’t some of the popular email marketing tools are mailchimp hubspot marketo send in blue and so on and now for the next step you need to learn social media marketing social media marketing involves the promotion of your product and services on different social media platforms using different types of content now this could be just sponsored posts video advertisements images articles and so on now how can you do social media marketing first off you need to choose a suitable social media platform for your business it could be facebook youtube twitter linkedin and so on next up you need to find your target audience now each of these platforms has a particular niche that occupies it now for example facebook requires an active social media marketing strategy pinterest is usually used by females linkedin can be used for employee networking and youtube is a platform where people create as well as share video content and that’s the only content that works on youtube you need to create as well as curate engaging content because without your content being engaging nobody’s going to be interested in your product or service then you need to choose a social media management tool and finally you need to test evaluate and optimize your results now let’s talk about some popular social media marketing tools we have hootsuite tweet deck buffer sprout social and so many more now for your next step to becoming a digital marketer you need to learn affiliate marketing now affiliate marketing is a form of digital marketing that involves two players a merchant as well as an affiliate now a merchant is an individual who pays a commission to the affiliate who could be a third party site or entity to drive sales bring leads or new customers with the help of referrals now how can you do affiliate marketing first off you need to choose a tool through which you can find affiliates who can advertise your product now you need to choose affiliate on the basis of how much traffic the affiliate website gets how successful the affiliate’s previous campaigns were and and how much commission the affiliate asks for then you need to specify the format that the affiliate must use when they’re advertising your product or service you need to keep a record of the customers who purchased your product or service through the affiliate and finally pay the affiliate based on the commission rates now let’s talk about some of the popular affiliate marketing tools there’s cj affiliate volume has offers and even now for the next step to becoming a digital marketer you need to learn mobile marketing now mobile marketing enables the business to communicate with the targeted audience through any mobile device this is through sms emails mms’s and so on so how do you do mobile marketing first off you need to create a mobile buyer persona which is you know what kind of person is using the phone you need to set business goals like what goals basically determining what goals you want to achieve with the mobile marketing campaign then you need to conduct your campaign and reach your target audience with a personalized message to these users and finally you need to monitor these metrics and optimize them if required now let’s talk about some popular mobile marketing tools there’s slick text localities admob facebook mobile ads and much more now for your next step in becoming a digital marketer you need to learn content marketing content marketing is a bull marketing technique of creating as well as sharing valuable content now this could be blogs videos or articles which solves the problem of the target audience this holds their attention by adding value to their lives and can end up converting their interest into a purchase so how do you do content marketing firstly you need to define your goals as in what you want to achieve you need to define your target audience then you need to determine what kind of content you are creating it could be blog posts ebooks case studies infographics and so on you need to brainstorm for new content ideas you need to perform a content audit which is to evaluate content elements and information assets and choose a suitable content management system now you can plan create publish and measure your results all in one place using a content management system using a content management system such as the hubspot software next you need to promote your content using email affiliate and social media marketing finally you need to measure your success and optimize your content now let’s talk about some of the popular content marketing tools there’s linkedin pulse paper.li flipboard traffic and many many more now let’s talk about some additional resources now there are a huge number of videos online about digital marketing and i recommend you go through some of them so that you have a basic idea about their fundamentals now this is where simply learn’s youtube channel can help you you can take advantage of simply learn’s digital marketing tutorials you can go to this playlist right here and here you have tutorials on what is seo how you can rank number one on google keywords research facebook ads tutorial how you can rank your youtube videos facebook advertising tips and tricks social media marketing google tag manager google analytics and so much more now let’s have a look at the salaries of a digital marketer in the united states the average salary of a digital marketer is approximately 65 000 per year similarly the average salary for a digital marketer in india is approximately 5 lakh rupees per year now let’s talk about how you can become a certified digital marketer now there are a number of different certifications available for you there’s the google ads fundamental certification the facebook certified planning professional certification the hubspot content marketing certification the hootsuite social marketing certification and simply learns digital marketing specialist masters program now here’s another way simple learn can help you simply learn has a number of different digital marketing certification has a number of different digital marketing certifications let’s talk about the digital marketing specialist masters program in this program there are a number of different certifications such as the digital marketing certified associate advanced web analytics advanced seo and so on the certification also provides the omcp certification exam voucher worth 395 dollars upon the completion of the masters program it has 45 plus projects and can help you get a salary of close to 17 lakhs per annum it is also accredited by hootsuite facebook the omcp and so on so now let’s have a closer look at the digital marketing course or the digital marketing certified associate certification training now this certification provides 53 hours of instructor-led training 40 plus hours of self-paced videos instructor-led online project mentoring sessions helping you prep for examinations from the omca google ads and so on it has industry accreditations from hootsuite facebook and the omcp and it covers more than 35 tools such as facebook insights youtube analytics crazy egg google keyword planner google ad manager linkedin ads buffer semrush and so on so why don’t you go on to simplylearn.com so that you can get started on your journey getting certified and getting ahead hey guys welcome to this video on digital marketing career jobs resume salary skills roles and responsibilities so without further ado let’s jump right into it the 21st century has given us many things to be thankful for from technology to health care our lives have greatly improved for the better and many of these things wouldn’t have been possible without the internet not counting about the several ways it has improved our lives the internet has also made the life of marketers a whole lot easier earlier unless you had lots of money or were very popular your brand’s popularity would be limited to your locality but thanks to the internet you can advertise your content to anyone anywhere in the world the whole world is now your marketplace and that is because of digital marketing which is the process of advertising goods services and your brand with the help of digital channels like websites social media platforms search engines and so on digital marketing has the following types search engine optimization content marketing social media marketing search engine marketing affiliate marketing native advertising marketing automation and email marketing but you might be wondering who can ensure these digital marketing concepts are incorporated into a brand’s marketing campaigns to ensure the best possible output a digital marketer of course so now let’s talk about everything related to a digital marketer but before we can get started let’s go to a more familiar setting on where a digital marketer belongs and strives the office now let’s start by talking about who is a digital marketer a digital marketer is someone whose objective is use digital channels like search engines social media platforms affiliates and other opportunities to generate leads and build brand awareness everything the digital marketer is aimed at helping the brand grow but that’s not where his or her responsibilities end a digital marketer is also responsible for developing and managing marketing campaigns this means that the success of the entire marketing efforts of a brand or an organization entirely depends on how competently a digital marketer develops the marketing campaign the work doesn’t end there though the digital marketer also needs to manage the campaigns next like we mentioned earlier he or she needs to acquire leads and drive traffic to the brand’s website taking advantage of the digital channels we mentioned earlier alongside providing high quality content the digital marketer also needs to perform competitive analysis and industry benchmarking to understand what kind of content works best within your industry the kind of content that your competition posts and what works for them they’re also responsible for using tools like buffer hootsuite and sprout social to measure and optimize marketing campaigns based on data obtained from the tools and finally they’re responsible for improving brand awareness by advertising the organizations or brands content on digital marketing channels let’s now talk about the skills required to become a digital marketer now let’s have a look at the different types of digital marketing there’s search engine optimization content marketing social media marketing search engine optimization affiliate marketing and email marketing let’s talk about search engine optimization first search engine optimization is the process of improving the overall quality and quantity of the organic traffic coming to your website via search engines with seo you’re able to attract visitors who would be actually interested in the products or services that your brand is offering without having to pay a single penny the process of seo has two parts on page and off page seo let’s have a look at each of them in detail first let’s have a look at on-page seo on-page or on-site seo is a method of search engine optimization that involves the optimization of elements on a website like its content or html code to help increase the amount of traffic coming to your website and improve its search engine rankings it also helps users easily understand what a page is all about and whether or not your page addresses their search query on-page seo is possible with the help of keyword research technical audits on-site optimizations and enhanced user experiences next we have off-page seo off-page or off-site seo refers to actions taken outside your website to affect your rankings in search engine result pages it involves promotional methods to improve search engine and user perception of your site’s popularity relevance trustworthiness and authority off-page seo can also be performed with the help of link building which is getting other websites to link back to your website some of the popular seo tools are moz google keyword planner and ahrefs next up we have content marketing content marketing refers to the process of marketing that focuses on creating and sharing valuable relevant and consistent content like blogs videos infographics and case studies to bring the attention of a targeted online audience to the brand’s products and services the process of content marketing involves firstly to decide what goal you want to achieve with your marketing campaign do you want more subscribers more conversions increased leads that’s what you need to decide here then you need to set up buyer personas a buyer persona is a profile created based on research that represents the target customer that might enjoy your products or services with this you can identify the ideal audience that might be interested in your content next you’ll need to perform a content audit it involves taking a look at all the content on your website and assessing its relative strengths and weaknesses in order to prioritize your future marketing activities then you need to choose a content management system of your choosing there are a number of options available like wordpress mailchimp and squarespace you will need to keep brainstorming for new forms of content that will attract the attention of new audience you will need to focus on a particular form of content you want to focus on and finally you’ll need to publish and manage your content now let’s talk about popular content marketing tools there’s buffer basumo follower wonk and hootsuite let’s now talk about the next type of digital marketing that is social media marketing social media marketing refers to a form of marketing that involves the usage of social media platforms to connect with your audience to build your brand to increase sales and to drive traffic you will need to listen to and engage with followers analyze results and run social media advertisements the process of social media marketing involves like before you first need to determine what goal you want to achieve you need to determine whether you need increased conversions email signups lead generation or any other marketing goal at this stage you need to determine what your audience enjoys the most you need to find out which files get the most amount of engagement likes or shares then you’ll need to research about your competition within your niche see what kinds of content they post what content of theirs receives the most engagement from their audience and how you can make similar content you will then need to perform a social media audit through which you can analyze content on your social media profile and understand their strengths and weaknesses to determine what kinds of content you can post then you will need to create an account on a social media platform of your choice like linkedin facebook instagram twitter or youtube and start creating marketing strategies on how to make the most out of them you should also take into consideration other brands that have already established themselves in social media for inspiration you can analyze what kind of content they post and how you can replicate the same you will then need to create a social media calendar these are spreadsheets or applications that will enable you to plan your social media posts in advance you can plan when content will be shared manage them and track the deadlines and finally you will need to keep testing evaluating and making adjustments to your marketing campaigns to finally reach the sweet spot where you have a perfect social media marketing campaign here are some of the popular social media marketing tools there is hootsuite tweetdeck sprout social and buffer just to name a few next up let’s have a look at search engine marketing search engine marketing or sem is a marketing process that involves websites increasing the amount of traffic as well as their visibility on search engine result pages by taking advantage of paid advertising let’s now take a look at the process of search engine marketing first off as usual is to determine what goal you want to achieve with your sem campaign mode leads conversions subscriptions you decide then you will need to research what kinds of keywords you want to advertise on this is a really important decision that carries a lot of monetary weight as choosing the wrong keywords may have your brand competing against larger ones in a bidding battle you have no chance of winning you will then need to decide on what keywords you want to advertise and then start bidding on them to ensure that a user sees your ad when they search for that particular keyword you will need to set up a headline for your ad campaigns as a well-written headline for your ad can make the difference between a potential customer coming to your website and buying your products and then being completely turned off by your brand you will need to monitor your campaigns and measure how well you’re doing so that you can make the appropriate adjustments and finally you will need to make sure you make regular optimizations and adjustments based on the data you’ve collected and re-target potential customers to renew their interest in your brand some popular search engine marketing tools are google ads facebook ads manager ad role and binge ads just to name a few next up let’s take a look at affiliate marketing affiliate marketing is the process of paying an affiliate who could be a particular website or other entity to advertise a merchant’s products the affiliate usually promotes the product and earns a commission for each sale they make this is usually done using referrals via registrations email sign ups conversions and subscriptions here’s the process of affiliate marketing first you will need to decide the affiliate network you want to choose the affiliate network is like a favor for both merchants and affiliates here a merchant gets to decide which affiliate they want to work with and vice versa as a merchant you will need to set up specific rules guidelines image specifications commission costs and other details that an affiliate needs to accept before they can apply to advertise for you after this affiliates apply to advertise on the merchant’s behalf the merchants decide which affiliate they want to go with and would be the best representation of their brand now once an affiliate has been selected he or she places ads on their website or the platform of their choosing advertising the merchant’s products interested customers then click on these ads and are sent to the merchant’s website if customers make a purchase the affiliate network makes a note of it the transaction is then validated and credited to the affiliate and finally the affiliate is given his or her commission and likewise the process repeats itself here are some of the popular affiliate marketing tools we have cj affiliate volume even and has offers just name a few again now we are having a look at the last type of digital marketing and that is email marketing email marketing is the process of using personalized emails to convert prospective users into potential customers here’s the process of email marketing first you decide on what goal you want to achieve with your email marketing campaign then you decide what kind of emails you want to send is it a welcome email a newsletter a lead nurturing email a re-engagement email that’s what you’ve got to decide here next you can choose an email marketing tool of your choosing these tools can help you with templates for emails create email lists track performance and do much more you will then need to attract users with a reason to subscribe to your emails with attractive opt-in advantages like exclusive access to sales discounts and so on you will need to plan emails and their respective follow-ups with an email calendar you will also need to create an attractive subject line and copy that’ll attract the attention of potential customers but the job isn’t done after creating an attractive subject line in copy your email also has to have an attractive design and finally you will need to perform a or b tests and use analytics to measure how well your campaign is doing based on this you can make the appropriate adjustments to make sure the upcoming campaigns are a success some popular email marketing tools are mailchimp hubspot sendinblue and marketo just to name a few now let’s take a look at some digital marketer carriers here are some of the most popular job roles you can have we’ll be talking about the salaries of these job roles courtesy of glassdoor first we have digital marketing manager a digital marketing manager earns approximately seventy five thousand dollars per annum in the us in india he or she can earn approximately seven lakh rupees per annum next we have seo manager in the united states an seo manager earns approximately 62 000 per annum whereas in india an seo manager earns approximately 5 lakhs per annum then we have search engine marketing or ppc expert a ppc expert in the us earns approximately 74 000 dollars per annum whereas in india a ppc expert can earn approximately 4 lakh rupees per annum next up we have the social media manager in the us a social media manager earns approximately fifty thousand dollars per annum in india he or she can earn approximately five lakhs per annum and finally we have the content marketing manager a content marketing manager can earn approximately 65 000 in the united states in india he or she can earn approximately 5 lakh rupees per annum let’s have a look at a sample digital marketer resume first off you start off with the usuals like name address and the other stuff following this you will need to add a brief summary of your years of experience and the different important skills you have experience with in this case this person has two years of experience in just about every important type of digital marketing your summary can vary based on the job role you’re looking for you give them links to your socials and then add experience this is the part where you can highlight your achievements during your years of work here you can see how this person has brought growth in just about every channel he’s gotten into the most important part to remember here is that the stuff you add here must be quantitative with actual stats about how your work brought growth to your organization again depending on the job role you’re applying for you can choose to elaborate on some of your achievements over others then you can cover the different tools you’ve got experience with make sure you add relevant tools related to this job role you’re looking for for example for the role of a sem expert having experience with google ads and google analytics is mandatory so that has to be a part of this list you can add concise details about your education and then talk about the courses you’ve completed having completed the right courses can have a significant impact on your higher ability today we’re going to talk about digital marketing tools so fasten your seat belts and let’s get started so what we’re going to do is we’re going to take a look at some of the best digital marketing tools for not only 2019 but ones that have performed well in the past that are popular and ones that we foresee as being the go-to tools for the future so past present and future digital marketing tools is the way to look at this with a good focus on a lot of different marketing channels here so we’re going to focus first on seo talk about some of the tools related to on-page and off page we’re going to switch over to paid search talk a little bit about paid search tools we’re going to talk about email marketing and some of the email marketing platforms and the tools within those platforms the center of it all is web analytics so google analytics is the tool we’ll be taking a closer look at in today’s webinar and all that it has to offer okay affiliate marketing we’ll talk about some of the tools available to you and for affiliate marketing we’d be remiss we didn’t talk about social media and all that it has to offer and all the metrics and tools available all the platforms available so we’ll hone in on a couple of examples there and then we’ll also talk about some competition tools available for you so there’s a whole suite of tools the one caveat being hey if you have your favorite tool continue using it in fact if there’s a tool that we didn’t mention in today’s webinar feel free to mention it in the comment box below this video we’d love to hear what you’re using to manage your particular digital marketing channel okay and so the goal for today’s webinar is hey we hope you get something out of this in terms of using new tools there’s some tools that i use some tools that my colleagues use everybody uses different tools so be good to kind of see what else is out there so if you have something to share share it by all means what we’re trying to do is share what we think are you know best practices and some of the most popular or most used tools out there in the industry so that’s what we’re going to do the goal is to get you to better understand some of the tools we’re using a little bit more detail and what we’re going to do is start out with search engine optimization okay so search engine optimization or organic search we have a mixture of paid and free so there’s a lot of different platforms but if you’re focusing on seo you certainly need to use an seo platform so there’s sem rush okay you also have google search console which is free so if you don’t have a seo platform you definitely need to be using google search console and so we’ll take a closer look at that there’s google keyword planner which is actually situated under google ads and so if you’re running google campaigns on google search network or even the display network you have access to a great tool called keyword planner and if you know anything about seo you’ll know that using google’s keyword planner is a good tool so we’ll take a look at that moz is a freemium tool meaning they have a free trial that you can sign up for to test drive it but it’s another seo platform and it does cost money got a great tool in screaming frog that’s a paid version again not too expensive we’ll talk a little bit more about that and then we have you know a tool in ahrefs that help us with all aspects of seo primarily focusing on off page so these are just some examples that we’re going to hone in on but this is just a small subset of what really is available out there in the market so let’s go ahead and dive a little bit deeper and understand why we use some of these tools well the first reason when we talk about seo is to find relevant keywords not only do we want to find relevant keywords we want to find relevant keywords with high volume and low competition okay we wouldn’t want to find non-relevant keywords with high competition low volume that wouldn’t make sense so we need a tool to kind of help us put it all together and so the tool of choice for us is google’s keyword planner and google’s keyword planner helps us hone in on keywords we may be interested in optimizing for because not only one are they relevant but two they’re going to have high volume and low competition so let’s take a look at an example in google’s keyword planner so here i am i’m in google’s keyword planner and as i mentioned before google’s keyword planner is situated under google ads okay so you have to have a google ads account to use google’s keyword planner and so when you’re in google ads you simply go to tools and then under tools you’re going to select keyword planner so what we want to do is look for keywords we’re focusing on organic search not necessarily paid search so organic search we want to hone in on some keywords so let’s just use one of the examples that google has given us here mail delivery so we’re going to just type in mail delivery and get some results so notice i can enter a domain as a filter and so in other words hey i could say look hone in on keywords related to this website if i wanted to but i’m asking google hey just give me something closely related to mail delivery because that’s my business so i’m going to click click get results notice i can add another key to it if i wanted to but i’m just going to stick with one keyword but there are certainly other keywords that i can certainly hone in on if mail delivery is my business and so let’s just hone in on that one keyword mail delivery we want to be found organically for that keyword so what google keyword planner does is not only give us the keyword and other keywords relevant to that but it gives us the average monthly search volumes and this is an average over the course of the last 12 months and notice here i get a column for competition so i’m able to see whether that’s a very competitive keyword or not and then just to give you an extra edge when you’re choosing keywords you can get a sense of what the keyword may cost if you wanted to bid on that for paid search so for mail delivery i can see it’s anywhere between 7.46 and at the top of the page high range 16.61 so that should alert me to the fact that hey if i’m gonna try and optimize for this keyword i know it’s competitive because not only google is telling me it’s competitive by telling me high competition but i know that the cost per click seems a little bit high and what is a little bit high well you know i can see some other keywords here that you know a dollar to three dollars okay i could see some other ones that are even lower than the seven dollars they’re suggesting so that’s a indication that the keyword is highly competitive so the idea here using google’s keyword planner is one we want to get an idea of what other keywords are out there that are relevant so it helps stimulate some ideas for relevancy two we can get an average monthly search volume so we want to know on average over the past 12 months how many search queries i can expect from this keyword and then three i can get a sense of the competition how competitive is this keyword so if i try to optimize for this keyword and i want to rank for it organically is it competitive if it’s competitive then it’s probably going to take me a bit longer to be found for this keyword on page one of google so that’s the whole idea behind google’s keyword planner and note that you could change some of the settings here so if you want to choose a different language okay you can hone in on a longer or shorter period of time you can even choose a specific location so i chose taxes i can certainly choose the entire united states to get a sense of what the volume would be for the total u.s so you have settings that you can change and manipulate to get you the data you need to choose keywords so that’s the whole idea behind google’s keyword planner to find relevant keywords high volume low competition now alternatively i can certainly use another tool to find keywords so i have a moz account so i logged into moz and moz has a tool called keyword explorer so if i use that same keyword i used in google’s keyword planner mail delivery i’m going to ask moz to give me some data on that keyword so this is for the entire united states and again i can change that if i wanted to okay so i can hone in on a specific country or different country so what moz is telling me hey for this keyword in the entire united states i’m looking at anywhere from eleven and a half thousand to thirty thousand on monthly volume now what moz does is they give you a difficulty score so a difficulty score is a score between one and one 100 and so i could see this is pretty much right down the middle in terms of difficulty okay so if it’s zero it’s an easy keyword if it’s if it’s a hundred it’s very difficult and then that means you have a lot of competitors who are optimizing for this keyword that are ranking for this keyword and so moz gives us the volume they give us the competition and they just like google’s keyword planner gives us some other keywords that we can potentially hone in on so here i could see keyword delivery plans delivery services etc so i can see a lot more suggestions than what’s listed here so moz delivers a bunch of other analysis related to the keyword you know they also give you some good keyword suggestions so moz is a good alternative tool and we’ll be coming back to moz related to seo for some other of its features but for now if you don’t want to necessarily use google’s keyword planner because maybe you’re not running google ads you can always use mazda remember moz has basically a freemium version meaning you can sign up for a free account and you can sign up for a free account as a test trial and you could test it for a period of days and leverage its tools during that free trial to get a better sense of how these tools work so we want to be able to use mods we want to be able to use google’s keyword planner not only to search for all those relevant keywords available to you but we want to be able to choose keywords with high volume and low difficulty low competition we also want to select primary and second keywords wisely so remember when you optimize you’re optimizing a page for more than one keyword so you want to be able to have a nice portfolio of diverse relevant keywords with high search volume and low difficulty and then you want to be able to identify those keywords that your competitors are ranking for so moz gives you that information and so we want to be able to leverage the tools available to us to choose the right keywords so if you need any more information on this we got a nice webinar on keyword research for seo so take a look at that video on youtube and to get more specific details about using seo tools for keyword research and all about keyword research in general for seo so let’s talk about some other reasons under seo what we would use some of these tools available to us well we want to be able to understand the search engines and how they crawl and index our site okay we also want to check the correct format of the site map and we want to monitor backlinks okay we also want to analyze linking to our web page okay which ones are good which ones are not good okay we also want to perform some competitor analysis so these are some of the reasons why other than keyword research why would we use some of these seo tools so we have tools available to us some majestic hrefs again moz let’s take a look at google search console and i want to hone in on google search console because it is free and it’s a must if you’re going to work on seo you need to be working in google search console and so the whole key behind google search console is you have a website and you need to get that site verified once it’s verified when school can recognize that you are associated with this website then you’re going to be able to see some important information so here i’m looking at a website and what am i looking at i’m looking at something called coverage under index so what does coverage mean well going back to what we just said we want to be able to understand how google’s crawling and indexing our pages and so what google does is through this platform search console is they’re letting us know once they go to our website and start crawling it and they pull these pages back to their server they’re letting us know if we actually have any issues so here i can see i have some issues with 112 pages and some of those issues are listed down here so there could be a crawl issue a 404 you know redirect okay so you could see there’s some five unique issues across 112 pages so here i could see submitted url marked new index there’s a hundred of those pages we have some redirect errors there’s seven pages that you know fall victim to this error and so we can really hone in um what the error is and address the error okay so if google’s telling us hey this is an issue and you want that page indexed by google then we should probably address the error and so that’s the great thing here about going into google search console is you can under index go to coverage and get a sense of what google is indexing and what they’re not indexing so these are the errors i can see they

certainly were able to crawl and index 9115 pages they were able to crawl okay and they excluded 54 000 plus pages and then we also have some pages with some warnings so this is kind of an overview of what google sees when they crawl our site so when they say crawl they’re coming to our site they’re following links on the site and every link they follow they’re either going to index that page or they’re going to report to you an error or an issue that they found if we want these pages indexed we need to address the issues the errors and so that’s the beauty of this report here is google is telling us firsthand what the issues are so we also want to take a look at the sitemap so you have an opportunity to submit a sitemap and a sitemap is just a formatted file that includes all your website urls and so you’re going to have this file sitting in your root directory and you’re probably going to call it or should call it sitemap.xml xml being the format so once you have this file you’re just going to let google know that that file exists so you’re going to enter in the sitemap url so if it’s in the root directory all you’re going to do is type in sitemap.xml and click submit so once you’ve done it just like this site is done what google’s going to do is say hey look we see you’ve submitted this and we last read it a couple days ago and we could see that we discovered 1419 urls so i can go back under coverage and i can see some of the issues that they found but if i go back under site maps i can see that these are the urls they’ve discovered via the sitemap and so the whole point of a sitemap is we want to be able to get and push the urls to google not have google come to our site and discover them this is a quicker faster more efficient way to communicate with google all the urls that you have on your site that you want google to index and so that’s the beauty of search console now while we’re in search console we might as well take a look at some of the other features it has and so one of the most important features under search console is this mobile usability report okay so google is a staunch believer in mobile first so nowadays most people start and finish a lot of their searches a lot of their behavior on mobile so they begin it on mobile and they may end it on mobile so if they don’t end it on mobile then you know perhaps they’ll go into a store or perhaps they’ll go via desktop but google is a staunch believer and definitely a lot of what’s going on today starts with mobile so they want you to understand how your site fares via mobile and when i say fares via mobile is it mobile friendly is it responsive is it loading quick enough you know is it formatted to google standards and so if there are any issues google is going to let you know what those issues are so here i could see google’s recognized 206 pages before different issues okay so here i can see what those issues are just like the coverage issues we can see specifically what they are and so here i can see for 206 pages text too small to read click elements too close together the viewport not set to device width and then content wider than the screen so there’s 10 pages that fit under this error and if i actually click on it the error i can see what those 10 pages are and so when we’re done we can actually when we address the issues we can actually have google validate whether the fix has been made so you can definitely use this as a means of communicating directly with google telling google look i see what the issues are i’m gonna fix them and then i want you to validate them okay so this is important because if you can communicate with google and let them know hey we do recognize the errors we are fixing the errors please validate them you know it’s going to draw google’s attention google’s going to validate them and get these pages indexed quicker so if you ignore the issues and the errors especially for mobile then you stand the chance of your pages not getting indexed so the mobile usability report to me is an important report because we want to better understand whether google’s picking up issues on mobile and if they are we want to address them get google valid them so google can index them quicker now there’s another report that is of interest to you or may be of interest to you in google search console and that’s the links report so the links report in google search console shows us what pages have the most links okay so here we can see the home page has 26 000 plus links if we hone in on interior pages we can see the links to those pages okay so we can get a sense of what are the top link pages from external links meaning links on other websites pointing to these pages i can also see internal links so google is recognizing links from within my website from one page to another so external links internal links both factors for seo when ranking so then i could see top linking sites what sites are linking to my site and then i can see top linking text so google search console has given me kind of an overview of what my leaking structure looks like okay so externally i want links from other websites pointing to various pages on my site and i certainly want my pages linking to one another on my site and so i’ll be able to better understand what that structure looks like using google search consoles links report okay there’s one more report that i think’s of interest in google search console and that’s the performance report so the performance report is a report that actually you can link up with google analytics so you can see the same report and analytics if you’re able to link up google search console with analytics and you should be able to do that all you need to do is make sure you use the same email address that you use for analytics and search console so it needs to be the same email address you could certainly link up the two and have this data imported into google analytics so what is this data that we’re talking about well it’s called performance so what we can actually see is the queries the actual queries people are typing in to google so when they’re typing them into google we can actually see how many impressions the keyword queries received and how many clicks the keyword queries received and then i can see click-through rate and average position okay so here i can see for this particular keyword on the first line i could see over the course of the last three months it received 209 297 impressions so what does that mean that means this keyword was used at le or typed in as a query at least that many times and that’s how many times my listing appeared in the google search results pages based on this particular query and so as a result of somebody typing in this query 209 000 plus times this site received 120 000 plus clicks so to get a sense of the click-through rate all you would need to do and google can obviously do this for you is you would simply just divide the 209 000 297 into the 120 000 397 okay so that’s really going to give you that’s going to give you a click-through rate and the click-through rate in this case is 57 so over half of the clicks occur when this listing appears for this keyword okay so we can get a sense of the click-through rate for each one okay and you could simply just use the filtering here now we can also see average position okay so we could see a little bit more than that too we can go from queries to pages we can go from pages to countries so we get a sense of how many impressions and clicks i’m receiving by country and importantly we can see by device so here i can see a majority of the people who conduct a search related to my website primarily do it on desktop now i mentioned the beauty of the google search console performance report is that you can link it up to google analytics and when you do that all you need to do then is go to acquisition google search console and then from there you can choose landing pages countries devices or queries so i could see the same data that i see in search console but this time i’m looking at it in google analytics and so here i can see what my search queries are my clicks my impressions my click-to-rate bike search query and then the average position so that’s the great thing about that performance report is that when i link up google search console with analytics i’m able to see that data in analytics so that’s an added bonus so to speak now let’s talk about some other reasons why we’re going to use these seo tools available to us and so we already listed a number of different reasons ranging from site maps to keyword research but we also want to hone in on you know what domains are driving links to our site so i showed you an example in search console we also want to hey maybe identify and disavow poor backlinks so search console is a great tool for that because if we don’t want to be associated with a particular website we can certainly disavow that link we could track a number of follow and no follow links okay we could track our website’s rankings we can measure click-through rates and impressions just as we did with search console we could track keyword ranking for desktop mobile cross locations just as we just did with the search console performance report we can identify top performing gaining and losing keywords again the performance report so we could certainly look at the google search console report but if you have a platform like moz you can certainly also look at a lot of that data available so for example rankings so if you have a moz account we can certainly go into rankings okay and we can see for the keywords that we’ve chosen that we want to optimize for we could certainly see where they rank the great thing about moz is it’s a great tool not only for rankings and on-page optimization but for off-page optimization as well so if i go ahead and take a look at a domain for example i’m just going to type in this domain i’m going to be able to get what they call a domain authority so a score out of 1 and 100 i’m able to see how authoritative my domain is and how authoritative a domain is is based on the quality of links pointing to it so moz gives me some good insights as to how many linking domains how many inbound links i have ranking keywords and it goes into detail as well so here if i click on the linking domains i’m going to be actually able to see the actual domains pointing to my site as an external link and not only can i see the domains i can actually see the domain authority of those domains so if there’s a domain for example that doesn’t have a good domain authority and the site appears a bit scammy per se then we can disavow that so i can certainly look at all the domains that are linking to me and then i can highlight the ones that have poor domain authority what mazd even takes it a step further they also give me a spam score so moz is able to measure how spammy a website is so if i have a combination of say a low domain authority and a high spam score then i probably want to disavow myself from that site and so i can use this report here you can see here i was like this particular site because it has so many links pointing to me or it has at least one link pointing to me that i probably want to disavow myself because it’s probably hurting my own domain authority so that’s the great thing about this linking domains report is i’m able to hone in on not only who’s link linking to me meaning domain but how many linking domains does that domain have what’s the spam score of that domain what’s the domain authority of that domain and then i can get into a little bit more detail and actually see you know all the links pointing to that domain so it really goes into detail about backlinks domain authority spam etc everything you need to use in order to measure off-page seo so that’s the great thing about moz is they have not only on-page seo tools but off-page seo tools and moz is a freemium so to speak so here you can see if you just go to moz.com free dash seo-tools you’ll be able to use some of these tools available to you not just for seo but also for local seo as well so here you like some of these tools you can start your free 30-day trial so i use and lean on moz a lot for all that it has to offer from choosing keywords to rankings report to checking issues on my website to even checking who’s linking to me so this fits in the mold with everything i need to do for seo so in addition to that keyword research video you could certainly lean on some other webinars that we’ve done in the past on seo so we’ve done a webinar on seo tools and we’ve also done a webinar on seo tips and tricks so if you want any more information about the tools we covered or seo in general take a look at those two videos and check them out and that should kind of complement what we talked about with using some of the tools google’s keyword planner moz and google search console okay let’s switch over to email marketing tools and so with email marketing tools we have a lot available to us in the form of reporting in the form of platforms in the form of you know tools that really help us go from a to z on our email choosing you know what email to send out to creating a list to measuring how the email campaign went and so we could start with mailchimp because mailchimp’s a freemium version when we say freemium meaning they have a free trial available then you’re expected to upgrade but you know mailchimp to me is a tool i use i like the interface very easy for beginners so we’re going to take a look at mailchimp but there are certainly many others available you know marcato is a good tool you know marcato is a good tool because if you have a business and you’re trying to funnel people through your pipeline so to speak meaning they sign up as a lead and you want to nurture that lead from the beginning to the end meaning at the end they’re actually going to turn around and purchase well marketo is a good tool for you to use because you can then set up trip campaigns or also known as email campaigns you know so that you’re talking and communicating with that particular prospect through every point in the funnel so that’s the great thing about marketo it has drip campaigns available along with some other features there’s a hubspot a very powerful tool it does a lot from creating landing pages to a b testing to social to you know email so this is another freemium tool that you could use you have another freemium and send in blue email platform and then you also have convertkit another email platform there’s more dimension that we can’t even fit on this screen now if you have a favorite email marketing tool that you use constant contact vertical response there are plenty out there emma you know feel free to to note that in the comments section below this video i’m curious as to how many people actually use you know different tools because there are so literally so many email marketing tools out there why because email marketing has been around probably the longest amongst all the other digital marketing channels and a lot of people use email on a daily basis so it’s no wonder why there’s just so many tools available and so with these tools you could certainly send bulk emails now in the case of marketo you could send emails to a segmented audience and so that’s actually what you want to do as a strategy is always send emails to a segmented audience you know you want to use a tool where you’re going to be able to create campaigns then send those campaigns to again segmented contacts and then be able to design your email around that particular audience so you know you have a good tool when you can do that when you can really segment for your audience okay you want to be able to use a tool that’s going to be able to segment your users you know use transactional emails meaning hey look if somebody go ahead went ahead and purchased can you follow up with an email and creating workflows just like i mentioned with marketo you want a workflow set up where hey if somebody does this you’re sending email b etc so you want an email marketing tool that’s flexible enough to handle what your business strategy and goals are okay so you want to be able to also use a tool that you know has various email templates available okay you don’t want to be stuck with just a vanilla template again you want to be able to customize an email for your audience you want to be able to manage your list appropriately meaning if you have 10 000 users or emails in a list you want to be able to manage them accordingly you know break them up or or have sub lists so to speak and then most importantly you want to make sure you have a platform that not only does its tracking on its own but will give you some detailed insights meaning you know what percentage of users opened your email what percentage of of recipients clicked on your email what links do they click on you know which which emails bounce so you want some detailed insights right in the platform that you’re using it just makes it more simpler and easier and more effective to manage you certainly want to create those smart automated campaigns meaning you don’t even have to send out the email and then you want to be able to have some flexibility to set up email delivery based on a specific time and day so these tools also allow you to you segment contacts based on geolocation you want to be able to use a tool that allows for multi-variant testing again you want to analyze performance and optimize campaigns you want to trigger automatic responses somebody purchases something are you using a tool that will automatically send that email out so these are all the reasons why you would use an email marketing tool so let’s dive in and take a look at an example and we’re going to use mailchimp as our example today so let’s dive in and take a look at mailchimp so with mailchimp once you log in you know you’re going to be able to see some historical campaigns that you’ve sent out or you’re going to be able to create your own campaign and so this is kind of under campaigns you can kind of see an overview of the ones you’ve sent out or if they’re in draft mode you’ll be able to see they’re in draft mode so you can go ahead and edit them so here we have one that was set up on august 26th and it’s still in draft mode so we can go ahead and edit that so if we just click edit you know we have the flexibility to you know pick and choose who we’re sending this to who it’s from what the subject line is and then we can certainly design the email so if we click design email again this is important because with email marketing you want to be able to cater your email to your intended audience so if you’re selling men’s shoes your audience should be men okay so you don’t want men to receive an email about women’s shoes it sounds like it’s common sense but the point being you want to be able to use an email platform that’s going to be able to allow you to put two and two together the message and the design with the intended audience and so here you can see mailchimp allows us to do that okay you can see some of the layouts here okay you also have themes that you could choose from okay you could search for different themes or you can even just code your own so you can just paste your code in or you can import it so mailchimp allows that flexibility you’re not stuck with one of their templates and so if we go back to the dashboard the one thing i like about mailchimp though is the reporting okay so yes it is easy to choose a template and map that template to your audience but i really like the reports that they have to offer so you know here you can see there’s some lists that we’ve sent to and if we choose one of our audience list then we can see some really detailed reporting here and so here i could see this email that was sent out in june i could see it was sent to 95 000 plus subscribers okay of the subscribers i saw 2 000 plus open it and 157 clicks so i can view this report in more detail just by clicking on view report so again we want an email platform that’s going to be able to give us some detailed information about how that email campaign performed and so i can get down really to the nitty-gritty i can actually see you know on the content what was clicked and what wasn’t clicked so here i sent two different subject lines so i’m able to compare the two against one another okay so i can really go into detail about one of them here so if i click view report i can specifically see what the average for this list is so here i’m able to compare against the list average and it’s 16 i only had an open rate of 2.5 percent so the industry average is 18 and so here i’m able to see the list average for the click rate and the industry average for the click rate as well so then i can see some specifics about it how many people unsubscribed then i could see a graph i could see the top links that were clicked okay the top subscribers with the most opens i can link social to it if i want to and then i can see geographic information so the point being is mailchimp really goes into some nice detail here about the email campaigns and how they performed so the great thing is too with the mailchimp you could link it with a google analytics you can link it with e-commerce okay so if you have an email and you’re you’re selling products and somebody purchased that product mailchimp is able to integrate in with your shopping commerce platform for example woocommerce so if somebody did purchase you can send out that thank you email mailchimp even goes a step further and if somebody did click on a link go to your shopping cart add something to the shopping cart and then abandon the cart you know mailchimp allows you the opportunity to retarget them via email so mailchimp is flexible and that’s what you want in a email marketing platform you want something that’s flexible that you can cater to your audience you can manage your audience list and you can get detailed reporting on your different campaigns for that audience so that’s mailchimp and summary and so most email platforms do a lot of similar features or have some of the similar features but that’s what you ideally want to look for in an email marketing platform so here’s a tool that doesn’t get talked about enough when it comes to email marketing and that’s google’s url builder and the reason why we’re going to talk about this tool today is because most people in the us use google analytics as their web analytics tool and the one thing about google analytics is it allows you to track different campaigns so if you’re doing pay-per-click campaigns outside of google you can certainly track the performance right in google analytics and email is no different so if you’re using google analytics and you’re sending out an email let’s just say on mailchimp or any other email marketing platform you want to be able to append your links with what we call utm tracking so for example if i have a url that says visit florida and i’m going to send out an email i have up to five parameters that i can use okay so here’s my email or url that i’m using in the email so i have up to five parameters that i can use to track this particular email so let’s go through some of those parameters so the first one is campaign source so what’s the source of the campaign well we could certainly identify mail champion for using mailchimp as the source now the the thing about the url builders you always want to use lowercase because google analytics is case sensitive so as a rule of thumb just stick with a lowercase so our source is going to be mailchimp because that’s the platform we’re using if you’re using you know constant contact or vertical response or you know some of these other one convertkit then go ahead and put in that platform as the source now for the medium which is the means in which we’re driving traffic to the site let’s go ahead and put in email because that’s what we’re using to drive traffic to this particular page now what’s the campaign name well we’re in summer so we’re going to call this the summer promo so their summer promo here is visit florida beaches okay so we’re going to send this email out to the masses and particularly not only the masses but the masses in the north because we’re going to say hey look come to florida for the summer come visit our beaches that’s the point of the campaign so that’s what we’re going to use for the campaign name is whatever the campaign is it’s a summer promo now notice i got an asterisk next to these particular parameters so google’s asking us hey these are mandatory so go ahead and put something in there now for campaign term and campaign content we could certainly leave them blank because they’re not mandatory but since we’re talking about email i would certainly recommend that you use the campaign content parameter and why do i say that because if we’re sending an email out to say you have 10 000 recipients i want to be able to split out the email into two segments one segment that’s going to get subject line one and one segment that’s gonna get subject line two so in this case i’m gonna put whatever subject line one is in the campaign content field so now i have four parameters and once i’ve entered in my variables in those parameter fields i now have a revised or appended url so my original url was visit florida.com slash en dash us slash florida dash beaches.html my original url i’ve now appended that with some utm parameters and now i see my original url appended with the utm parameters based on those variables so i can copy it just by clicking the copy url i can go to my browser i can paste that url in there and i want to check to see if it works so here i could see this particular page loaded florida beaches with my utm parameters appended to the url so that’s for the first subject line that’s for the audience that’s going to get the first subject line i want to do another one for the second subject line so now i’m going to change my campaign content parameter to subject line underscore 2. i’m going to copy that url i’m going to check it okay so i can see that the page loads with those utm parameters and so now what am i going to do i’m going to use the first url and the second url in my email okay so any link that i have in this case i’m using subject line two so for the email with the second subject line going to that segmented audience this is the link i’m going to use in the email so if you have one or two or three links in the email this is the url you’re going to use because when somebody clicks on that link you’re going to be able to see that that click in google analytics so if i jump over to google analytics after i send out my email i’m going to go to acquisition i’m going to go to campaigns i’m going to go to all campaigns now based on the variables i put into my parameters meaning source medium campaign name content or term that’s what i’m going to look for in google analytics so we can start with source and medium so if i click on source and medium as my primary dimension here i can see mailchimp and the actual date was used as part of the variable for for source and then i will can i see the medium being email so now i can see for this email that was sent out in mailchimp in may i could see how many users how many sessions and more importantly how many conversions so we could certainly hone in on that particular email if we wanted to if we choose some of the other parameters available to us so here i could see the campaign name okay so i could see exactly what campaign what source what email drove in traffic and conversions and if i’m doing subject line testing i can choose content as my parameter so here i’m going to change it to content and now i can see the subject lines in this case if i go back to my source medium i’m going to be able to see what subject lines from my emails generated the most traffic and not only the most traffic but also conversions so that’s the whole point behind using the url builder again you’re taking a url that you’re going to use in email and then you’re going to pan that url with different parameters campaign source campaign medium campaign name and then optionally campaign content or campaign term okay once you’ve entered variables into those parameters you’re going to get an appended url which you can then use in your email so when the email gets sent you’re going to go back over to google analytics and you’re going to look at the results of that campaign of that source of that medium of that content i.e subject line and so that’s why the url builder is so important because mailchimp gives us some good insight as to how the email performed in terms of open and click rates but what we really want to see is how that campaign performed once it drove traffic to my website so that’s the whole idea behind the url builder if you’re using google analytics you’ll be able to use the url builder with whatever email platform you’re using so let’s move on to web analytics tools and this is an important section because web analytics tools kind of the central focal point of all digital marketing and it starts really with google analytics google analytics is a freemium meaning that they have a free version that you can use there is also a paid version of google analytics but given the advent of google its popularity especially in the united states a majority of users are using the free version of google analytics so it’s a very popular tool especially for marketers but there are also other tools available so it’s not just google so we have adobe analytics which is also freemium you have kiss metrics you have spring metrics you have youtube analytics which is part of google but youtube has its own separate analytics insights so a lot of these as you can see are free to use they’re available no reason why you should not be using an analytics tool to measure your marketing campaigns or website behavior and why would we want to use these tools again well again we want to really measure behavior we want to measure what’s going on with our website so we want to be able to identify the location of where our website visitors are coming from and a lot of these analytics tools use ip address to identify the location of a website visitor so if you’re trying to target a specific country then you want to be able to see that the visitors to your website are coming from that specific country or location we also want to measure the engagement of our website behavior so we get traffic to the website what are they doing how long are they staying what pages are they visiting so this is the overall nature of really why we want to use web analytics to measure how successful our website is at treating our website visitors with the same courtesy you would if you had a brick and mortar store somebody comes into your store you want them to find what they’re looking for quickly you want them to be happy with their experience you certainly want them to pay for the products very quickly and easily and efficiently and you want them to come back and that’s no different than a website so we want our website to perform in a manner that’s going to suit our audience and that’s why we want to track engagement so why else well we want to really look at who’s coming are they returning visitors or new visitors you know ideally you want a nice mix between 50 new and 50 returning because you know returning visitors are loyal there’s some loyalty to that they already know your brand they’re coming back to your website new visitors are curious and you want new visitors because that means more traffic so you want a nice balance between that analytics tools will help you measure that you want to be able to measure organic traffic whether you like it or not whether you know it or not but google and other search engines are indexing your pages and your pages are being found via the search engines and so you want to be able to measure how much traffic you’re actually generating from those search engines we talked about this with email marketing utm tracking so if you set up email campaigns or non-google campaigns you want to use utm tracking and google analytics and other analytics tools but specifically google analytics will help you see the results of your campaigns if they’re tracked with utm tracking so that’s another good reason why to use a web analytics tool probably most importantly amongst all these bullet points is our goals our website conversions we want to be able to see how much traffic is coming to our website and not only the engagement of the traffic but how much of that traffic is actually doing what we want them to do i.e are they converting and we want to optimize our sites and channels performance so the whole idea of collecting all this information is that you can turn around and improve performance so if your bounce rate is high well how do you lower bounce rate well we need to do something about that and analytics tools will help us identify what’s not working from our site perspective and from a channel perspective and we can take action to improve performance so that’s the whole idea behind optimizing our site’s performance so let’s jump into google analytics and let’s take a look at everything we just talked about in those bullet points so about improving website performance measuring engagement looking at our goals and conversions measuring campaigns with utm tracking all those good things that we can get in a good analytics tool so adobe mix panel spring metrics you know they all work in a similar fashion in that they’re really measuring website behavior and so if we’re in google analytics really what we’re doing is we’re measuring the performance of our website broken down into four components audience acquisition behavior and conversions so what do we want to do well we want to look into each one of these sections so let’s start with audience and so audience and google analytics tells us who is coming to our website now they’re not going to specifically tell us hey rob sanders came to your website but they are going to say that somebody from san francisco california came to the website and these are the pages they looked at and this is the language and they came from this device and they’re a returning user so they’re painting a picture for you okay so they’re not giving you a list of names that would not be legal but they are providing you with a good picture of who is coming and when i say picture we have to paint that picture and so if we look at say demographics for example and i go a demographics overview here’s a picture i’m painting well i can see that 25 to 34 year olds are the majority of the age group that is coming to my website okay i can see on the gender side of it i can see that 63 of my traffic and again this is year to date that i’m looking at is coming to my website so two-thirds of my traffic is female one-third male and they’re between the ages of 25 and 34. so i’m painting a picture about you know gender and age coming to my website well i can also look at geo so where specifically might these people be coming from so if i go to location under geo i’m going to be able to see a breakdown of country or i can even hone it down to city or specific location and here i can see united states is the primary driver but not by much so we have 16 almost 17 percent from the us and then 16 from argentina 13 from mexico 10 from india so we have a nice mix of traffic from different locations in the world coming to our website so that’s geo but more importantly let’s take a look at mobile so if we go to mobile overview how are people coming to our website are they on a desktop or laptop are they using their mobile device are they using a tablet and so google analytics breaks it down very nice for you and so we could see percentages and actual numbers by device category and so in this case i can see year to date i can see 62 percent are coming from desktop 35 percent are coming from mobile and so that’s important because most people start their journey from mobile and that is growing and that’s going to continue to grow so you want to keep an eye on mobile so to me this is one of the more important reports under audience because people who come from mobile have a different not only experience because the website should be responsive to the mobile device but their mindset is going to be different they’re actively looking for something they’re probably going to either then follow up on their desktop or follow up in person at your store or they’re probably looking for directions or they may just call you so the experience is a lot different on mobile so we want to hone in on the growth of mobile okay so to me this is one of the more important reports in google analytics especially under audience so let’s move on to acquisition so acquisition reporting tells us how the traffic was driven to the website so if audience tells us who is coming to the website acquisition tells us how that traffic got to the website and so really what you want to do is get a sense of what channels what marketing channels are driving traffic so remember we talked about organic search well those search engines are indexing your pages well how much of that traffic from the search engines is actually coming to your site and i’m a believer in if organic search is the primary driver of traffic then you have a pretty healthy website because that means the search engines are indexing your pages people are searching for something related to your business you’re being found you’re getting clicked and that represents a majority of the traffic so that’s always a good thing so here we can see it broken down by channel if i go to all traffic channels report i can see in my dimension that organic search represents 72 percent of my traffic when this is year to date then i can see paid search then i can see direct which means somebody went directly to the site i could see referral email social then i could see more paid search broken out so these are the different marketing channels now analytics allows you to look at a specific source and medium so the source would be the actual website or search engine and the medium would differentiate how that traffic actually got to the site so if we’re talking about a search engine did they come to the site via paid search or did they come to the site via organic search and so all we need to do is change our primary dimension from default channel grouping to source and medium and we can see specifically the breakout of the different sources and mediums driving traffic to the site so here i can see google organic at 71 and then google cpc or cost per click at 15 16 of our traffic so then i can look down i can see email in here being organic i could see some referring sites i could see some social in terms of mobile facebook okay so we could see a mix of the different sources and mediums driving traffic to the site okay so you don’t always have to look at channel per se you can look at it via source and medium and if you’re running google ads under acquisition analytics has a whole section of google ads reporting so if you’re running campaigns on google ads remember we looked at the keyword planner in google ads so if you’re running campaigns on google ads you can certainly see the performance of those campaigns just by clicking on campaigns we can also see campaigns other campaigns that we’re running so remember that utm tracking that we set up for email well we want to be able to track the performance of email and any other non-google campaign with utm tracking so when we do that we’ll be able to go to campaigns all campaigns and we’ll be able to see the campaign performance if we look at source and medium we’ll be able to see what campaigns drove traffic to the website so here i can see vertical response email as a driver of traffic so that’s the campaign reporting and then also if you have search consoles so we looked at search console earlier we talked about seo tools well remember i said you can link up search console with google analytics well here’s search console and we could see queries devices landing pages countries so all the performance metrics that we could see in search console because we have it linked up with analytics we can see it right here so this gives us a nice snapshot of what keywords are driving traffic to the site organically i could see the impressions i could see the clicks then i could see the click-through rate and then the average position so in theory the higher something ranks the more traffic you’re gonna get so that’s the idea behind it we want to make sure that we’re ranking for our coveted keywords and if we are we want to be able to measure how many times our listing was seen and how many times it was clicked so that’s the great thing about you know google they have a family of products and those products tend to talk to one another in the form of google search console and google ads you can connect them directly to google analytics so let’s move from acquisition to behavior so here in behavior we have a number of different reports so behavior tells us once the traffic actually arrived at the website how are they behaving and so really what i would do is from there go to site content all pages and so this gives us an idea of how many pages were actually viewed so site content all pages tells us what page and how many times it was viewed during a period of time and again we’re looking at year to date so i can see engagement related metrics associated with the page so this particular page here on line one i could see how many pages unique page use which is equal to sessions so i can have a session come to the website and look at a page multiple times in that session i could see the average time the person has spent on a page and i can also see the bounce rate so a bounce rate indicates that they arrived on the page and didn’t go any further they left the website from that page that they arrived on and so i can also see percentage of exits meaning what page did people exit the site from so these are all engagement related metrics so here is where i want to react and optimize my website performance so i if i see a page not performing well meaning it has a high bounce rate or maybe load time on page then i’m probably going to optimize it meaning test it or change it to improve performance so these are all pages but i could certainly look at landing pages okay so landing pages tells us the behavior of the page when somebody landed on it so a landing page means that somebody came from organic search or paid search or another channel landed on this page so here i could see this particular page on line one had 4970 sessions okay and i can also see the performance of that page so measuring engagements against pages is definitely important because page isn’t performing in terms of bounce rate or time on page then we want to be able to make changes to that page to improve performance okay there are some other great reports under behavior so we want to go to site speed we want to look at how fast or how slow our pages load so this is important from an seo perspective because if a page isn’t loading very fast then chances of it getting ranked in google are not very good so google’s organic search basically takes page load time seriously so a page doesn’t load very fast then we need to be able to fix it so we can go to page timings i can get a good sense of the average page load time of a particular page and what google does here is under speed suggestions they actually will give me some ideas and speed suggestions on how to address a page that’s loading very slow and so when we load up the speed suggestions report what google does is say hey we know that this page is loading very slow the average page load time is 15 seconds here’s some suggestions we’re going to give you seven suggestions so if you click on that what’s actually going to happen is you’re going to go to another tool called page speed insights and page speed insights is analyzing the page as you can see here and when it’s done analyzing the page it’s going to give you some feedback on how to improve page load performance not only for desktop but for mobile so here i can see if i scroll down this is desktop and these are some of the opportunities that i can address when trying to improve the page load time of that particular page so here i could see there’s some server response time issues image sizes probably need to be resized i can remove unused css okay so there are a lot of different things i can do to improve the page load time on this particular page okay this is for desktop i can also see mobile so mobile a lot of the same issues so if we address these these opportunities then we could see a lift and page load time we see lift and page load time we’re going to probably see a lift in organic rankings or even user engagement because if a page takes a long time to load a user is probably not going to stay on that page very long so to me site speed is an important report under behavior now one more report here that i want to point out under behavior is events and to me events are important so if you’re trying to measure engagement on your website you need to make sure you have event tracking set up and when we talk about event tracking we’re talking about measuring things that analytics doesn’t measure by default so if you have a button on your website if you have a pdf download if you have a submit button on a form submission if you have a subscribe button if you have a video if you have an external link anything that is going to trigger engagement on your website you need to measure with event tracking and event tracking is simply set up by breaking out the event into a category an action and a label and so here we could see for our particular website we have categories already set up for event tracking so here for example i can see on line six video i could see how many people actually watched our video okay so here’s the action video start okay so over this period of time i could see i had 49 unique events 50 total so that’s how many people actually watched the video and you can always revert to label and that’ll tell you what page people watched in this case the video so event tracking is important because we want to be able to measure engagement so if you go to events under behavior and you don’t see any events listed you probably need to get that set up and that is set up through google tag manager so what you want to do is you want to be able to set up your events through google tag manager which is another google platform but you certainly want to do that so that’s where you set up your events when you set up your events for your website with a category an action and label you’ll be able to measure those events in analytics under behavior under events and the important thing here is you’ll be able to measure engagement so i’ll be able to see how many people came to the site and how many people clicked on a button downloaded a pdf uh submitted a form played a video did whatever we wanted them to do so events are important so let’s move from behavior to conversions and this is important because we want to be able to measure conversions on a website so analytics has four types of conversions so if i go to admin down at the bottom and then i go to goals i could see that i have four different types of goals that i can use now right now i have event related goals set up for the website for this particular website so we just talked about event tracking so if you’re measuring a button click on your website you can certainly turn that into a goal and so all you need to do is tell analytics hey this is the particular category this is the particular action so for example if i click on this particular goal and take a look at it i can see that we have a category set up that anything that resembles donate now okay or donate go ahead and fire this event as a conversion okay so event is one type of goal another type of goal is destination so if somebody goes to a specific page like a confirmation page we can turn that into a goal so here i could see if somebody goes to donation dash confirmation then analytics is going to fire that goal as a conversion and we’re going to see a conversion against a different metric or different dimension like channel or audience okay so destination is the second type of goal the third type of goal is duration so how long did somebody stay on my website so in this example if they stayed at least one minute and 30 seconds or more then analytics is going to count that as a goal conversion okay so duration is the third type and then the fourth type is pages per session okay so if i look at this example here if a user came to my website and looked at more than three pages in that particular session then analytics is going to fire a goal conversion so four types of goals you don’t have to set up all four different types my recommendation at least have one goal set up if you’re not sure what goal to set up then at least set up a duration or pages per session okay so at least you can measure how long somebody stays on your website or how many pages they went to okay so when you actually do have these goals set up you can go back into conversions we can go back into goals we can go back into overview and we can measure our goal completions over this period of time so here i could see 313 goal completions total with a goal conversion rate of 1.88 and then i could see it broken down by gold type so remember the only goals i have available and set up are event related goals so 69 newsletter sign ups 156 donate click buttons i have 32 contact form submissions 37 email click completions and then 11 phone number click completions so i can measure engagement as a goal and so goals generally are important to the business so you want to make sure that if you have a goal for your website then you want to be able to set that up as a goal in google analytics so that way when you’re looking at example channels if i go back to my channels report i can then measure channel by goal conversion so these are all goals but if i want to look at for example how many people from organic search clicked on the donate now button i could see that i could see year to date ten 10 887 users which meant 11 000 sessions 76 clicked on that donate now button and that’s comes out to 0.65 conversion rate okay so that’s important so you want to be able to measure any dimension whether that be channel source medium keyword campaign mobile device could be demographic gender or age you want to be able to measure any dimension against the goals you have set up so you can measure performance and that also includes pages or landing pages as well so that’s a quick overview of what you can expect to see in google analytics again audience acquisition behavior and conversions so a lot of data in google analytics but you want to be able to take advantage of the data in order to improve website performance now let’s jump over to youtube analytics because if you have videos on youtube if you have a channel set up some playlists you’ll be able to get some really good insights as to how your video is performing and so here i could see i’m in youtube all i did was i went to my account then i went to the baited the studio version of youtube and then from there i went to analytics so my account youtube studio analytics and analytics here is going to give me all sorts of information about my videos okay so here i could see over the last 28 days my videos produced over 8 600 views my watch time in minutes totaled over 17 000 and i’ve netted 48 subscribers and this is an overall okay so i can actually see when i publish videos and i can see the date they were published and here i’m looking at you know total views over this particular date range i can also see specifics on a particular video so i could see the top video in terms of minutes here i could see this particular video had 602 minutes over the last 28 days so here i could see views on a particular video so this is just an overview i could certainly look at some other information if i click on reach viewers i could see the total impression so how many times my video was viewed or how many people looked at it okay and then the click-through rate so here i could see the different traffic sources so 29 came externally okay here i could see 25 came within youtube itself i could see how many times a video was viewed and played via playlist via suggested video so i could see different ways in which the traffic found my video and actually watched it here i could see externally how people were able to find my videos and i could see 46 found it via google search see some lots of information here uh about sources of traffic how the traffic got to these videos so i could see then once the traffic found my videos how many times they actually saw it and viewed it and then watched it so that’s how many times i was able to reach viewers via different sources and then their reaction to that how many times i saw it and watched it here i can click on interest viewers so again i could see the top videos in terms of watch time i could see the top playlist so here i could see my partner’s playlist was the top playlist so i can see some interest here in terms of average view duration and then here we have build an audience so we can look at specific audiences if we have them built in youtube to see how many people actually watch my videos so here i can see 88 of the people who watched my videos over the last 28 days were not even subscribed so that tells me a lot of people are finding my videos spending some time watching them they’re not subscribed so we’re trying to get them to subscribe to our channel so they can watch more so a lot of information here in youtube itself about how our videos performed again this is good insight because ideally what you want to do is you really want to take a look at a specific video see how it’s performing so if i just click on one particular video i can actually see the audience retention over the course of the video itself i could see the ways in which people found the video okay again externally or via youtube search i could see how many people liked it or disliked it i could see all sorts of information on a particular video itself or an overview of my channel so that’s all available to you in youtube analytics under youtube studio so take advantage of that so if you’re publishing videos on a regular basis you want to hone in on how your videos are performing so if you have any additional questions about youtube analytics or youtube in general take a look at our video that we created earlier this year about how to create a youtube channel we go into some in-depth insights into youtube itself especially youtube analytics so take a look at that video and if you have any other insights about youtube analytics or analytics in general go ahead and put a comment below this video so let’s turn our attention to competitor spine tools very important to keep tabs on what the competition’s doing and there are a lot of tools out there so when it comes to social we can use a freemium tool like sprout social to listen in on our competitors we can use another freemium tool social blade there’s a popular tool out there called spyfu that’s freemium as well moz we looked at moz earlier for keyword organic moz is a great tool for also leveraging our competitors in terms of backlinks and buzzsumo so that’s another freemium tool get there lots of tools out there these are just examples of some of the tools that we use here at simplylearn i use personally and professionally to get a sense of what our competition is doing so why would we want to use a competitor spine tool well it may sound like a very straightforward question but there are lots of reasons why and so let’s look at some of these reasons and the first reasons we really want to identify you know our competitors backlinks and monitor changes in their ranking so the reason why we have this is the top bullet point is because seo organic search is a long-term strategy on-page off-page website very technical and creative there’s a lot going on with seo a lot going on and sometimes it takes a long time to rank for something and a lot of seo does depend on relevancy relevancy being how many quality backlinks are linked to you so it’s always good to leverage what your competitors are doing so you can see how you stack up and so that’s why this is up there as number one we want to be able to really take a look at what our competitors are doing another example would be hey how much uh traffic a competitors gaining on certain keywords this could go either way for paid search organic search what are competitors bidding on are they really getting traffic from those keywords so there are tools out there that help us leverage what our competition is doing okay we can also identify our competitors top performing content for relevant topics okay we can determine what our competitor’s website referral traffic is okay we can pull our competitors data and compare it with our own campaigns so lots of tools out there to help you do this and we may want to track the total amount of clicks a competitor receives and how much they pay for each keyword so let’s go ahead and take a look at a few examples how we can leverage all these bullet points that we just discussed and so we’re going to start out with sprout social and sprout social is a tool i use it’s a social media platform there’s a lot of things you can do with sprout social definitely generate reports for your social media platforms you could set up post that get published at a certain time and day but there’s also one particular tool in here called listening and so what we could do is we just put in for example rv rentals and twitter so what we’re doing is we’re actually listening to see who else is tweeting about rv rentals so we could do this for twitter we could do it facebook some other social media platforms the whole idea here on sprout social is to get a sense of what our competitors are doing so we could have easily put in a brand name we’re just going general here because we want to rank for the keyword rv rentals and so here we could take a look at you know what some of these particular brands are doing like go rv rentals cruise america rv we could see just scroll down and we can get a sense of in particular what people are tweeting about what other companies are tweeting when it comes to this particular keyword rv rentals now if i want to hone in on a particular competitor i could just really refine my search for that competitor’s brand name so rv share so here i can take a look at you know what they’re doing when they’re posting to or tweeting how long ago the time of day get an idea of what they’re actually saying what campaigns they’re promoting okay i can get a sense of everything about this tweet and so here i can scroll down and i can see what’s been shared by other people for this particular brand and i can see a lot of people are as an example retweeting this particular giveaway and so to me it just gives me a sense in this particular example on twitter as to what our competitors doing okay let’s turn our attention to seo so remember that first bullet point we want to get a sense of what our competitors are doing when it comes to backlinks and so moz has a great tool called link explorer and link explorer there allows us to actually compare link profiles so for my domain i can go ahead and put my competitors domains in there and definitely get a sense of you know how many links my competitors have external intel internal i can get a cent i can get a sense of page authority linking domains so i can really do a comparison across my domain and my competitors domains to get a snapshot of how i compare against my competitors so this gives me an overview of everything i need to know organically now moz also has a another great tool under link explorer called link intersect and i like link intersect i use it a lot because if our competitors really have a number of external links and domains pointing to their site and they have a better domain authority and page authority then you know i want to be able to you know see what they’re doing where they’re linking who’s linking to them i want to get be able to get a snapshot of why is their domain so much better than ours in terms of authority and so the link intersect actually allows me to do that so i can go ahead and put my competitors domains in there and then i can find opportunities and so you just click on opportunities and you can see where my site intersects with their site and if it doesn’t actually intersect then i have an opportunity to actually try and get a link on that particular site so that’s what the link intersect report does it allows me to see where my links intersect with my competitors and if it doesn’t intersect then i have an opportunity to generate a backlink so that’s ideally what the link intersect tool is in moz it allows me to really get a sense of you know where i’m linking and where my competitors are linking now what we can also do is also take advantage of another report under moz’s link explorer and the discovered and lost report so we could put in our domain or we could put even our competitors domain in there and we can get a sense of what domains were found and linked to them so really within mods we can get a good snapshot of what websites are linking to our competitors we get a good snapshot of the overall links to our competitor sites and specifically with sites so the whole idea is if it’s good for our competitors meaning they’re linking from a site that has good domain authority and low spam score then it’s probably a site i want to be able to tackle as well okay so you have discovered and lost okay you have comparing link profiles and you have link intersect so those are three good reports you can leverage right in moz’s link explorer tool now there’s one more report we can leverage in moz and that’s the inbound links report and so we can go ahead and type in our competitors domain here and again we can get a snapshot of what their domain authority is page authority for the home page but really this is what we’re after linking domains so this particular domain has over 9 000 linking domains so what we can do is actually go through and see based on domain

authority i could sort by domain authority where these pages are being linked from and so here i can see reddit reddit reddit so a lot of reddit here which is a good site for backlinking new york times so you know there’s a lot of different uh sites here washington post so i can get a good snapshot of my competitor by seeing every link that’s pointing to them now of course i don’t want to go through 9 000 links i can really just hone in on a specific link source or link type or link state so i can really filter it if i wanted to i can export the report and do some further analysis but really the whole idea here as i could see what url is linking to this particular competitor site what the anchor text is what the page and domain authority is so this gives me a really really good insight on all the backlinking that my competitor has and again if i’m trying to catch my competitor it’s probably not a bad idea to look at what they’re doing and even copy what they’re doing in terms of backlinking so we’re not on reddit then we probably need to be on reddit because if that’s where our competitor is and they’re getting good link juice from reddit which has a domain authority of 90 then hey if it’s good for the goose it’s good for the gander so they say so inbound links is it just another good report you can leverage in moz under the link explorer reporting tool now if i want to get a good snapshot as to what my competitor’s doing on search exactly well look no further than spyfu so spyfu is a another tool that you can leverage from a ppc seo perspective you know from an seo perspective you got some back linking data as well just like you did in moz from a ppc perspective you can get some good keyword insights and so here i just went ahead and typed in the domain and what this is going to do is just give me an overall snapshot for my competitors domain so here i could see you know how many organic keywords they’re found for the estimated monthly seo clicks they’re getting based on the volume of those keywords okay i can see here the keywords their top competitors also rank for the rank history 12 years so this particular domain has been around a long time okay so that’s on the organic side i can flip over to the paid side and i could see that they are doing paid search i could see 5 000 plus keywords they’re bidding on okay based on that what they’re actually paying and then i could see you know some of the other competitors listed here from a paid perspective and an organic perspective i could see the shared keyword overlap okay now again you can pay for this because it’s freemium and get some really good insights as to how your domain compares to your competitors so i’m using the free version and here the free version spyfu is just giving me some overall data on the specific domain i entered in and so i entered in my competitors you can certainly enter in your own domain to get a sense of organic keywords and paid keywords so you can see top keywords top paid keywords okay this is google ads okay so this is what recommendations as to what to purchase okay here you can see some even some at google ads history i could see exactly what ad copy my competitor actually wrote and for what keyword and then i can see some organic ranking history here as i keep scrolling down this overview report so i can see for rv rent where they rank and then i can see inbound links just like i did in moz spyfu is providing me with some insight as to hey what links are pointing to them and what the domain strength is and how many clicks they expect to receive so this is all free data take it or leave it but it’s all free data available to you under spyfu so spy view gives you kind of an overview for free some really in-depth analysis if you actually pay for it and it just really hones in on what your competitors are bidding for paid wise and what they’re ranking for organic-wise and so spy food is a really good tool to leverage if you just want to get a snapshot of how your competitor overlaps with you so let’s turn our attention to google analytics because in google analytics under audience i can go to benchmarking and basically the benchmarking reports allows me to see what the industry as a whole is doing compared to my own website now the caveat here on this particular report is that it’s all anonymous data so i can’t exactly see what competitor is doing what in this report but if i hone in on my industry in this case autos and vehicles and i hone in on a specific country or adjust the size of the daily sessions that i get then i can see hey analytics in this case in this example i’m sharing 8 863 web properties okay so they’re sharing the data for over 8 000 web properties and i can compare those web properties against my own so if we’re all in the same industry it gives me a sense here as to how i stack up against the industry as a whole in this case as it pertains to channels so you can see here red not good green is good so in the industry we’re not doing as good as others in the same industry who are receiving the same amount of sessions now we could certainly adjust and we can adjust our locale and if we do that google’s going to be able to adjust how many web properties are actually contributing to the report and so when analytics makes that adjustment we’re going to be able to see in this case just new zealand so we’re going to adjust for new zealand and we’re going to go with 4999 and so we could see there are about you know 300 something web properties contributing 47 web properties now contributing to this report so if we’re focused on the new zealand region and this is the amount of traffic we get we’re now comparing us against 47 other anonymous web properties so now if i go back to the report after i’ve honed in i’m looking at channels and i can see how many sessions we’re getting by channels and how i compare against the competition i can also measure up against percentage of new sessions new users pages per session average session duration bounce rate but that’s just channels i can also do location and devices so the whole idea behind this report is yes you’re not honing in on a particular competitor but you’re honing in on your industry so you’re getting a good idea as to how you compare against your industry just by making some adjustments in the benchmarking report you obviously want to make sure you’re looking at the same industry adjust for your country or region adjust for the site size meaning how many sessions you actually get on a daily basis and then analytics will do the rest they’ll compare you against those in your industry and so i find this to be a good tool because it allows me to stack up our site against those in the industry and obviously if we’re not driving as many sessions especially say from organic then we have our work cut out for us okay so that’s the whole idea behind the benchmark report now if you want to get some good insight as to what the competitors are doing and you don’t want to use a tool well look no further you can always go to google.com okay so this is how we used to do it back in the day before all these tools became available you just typed in a keyword and we’re going to type in rv rentals and now we’re going to be able to see who’s bidding on that keyword so we could see we have a number of different uh companies bidding on the keyword we’re interested in okay here i can see some featured snippets okay and then i can see some organic search results okay if i scroll down i’ll be able to see some other companies bidding on that same keyword meaning they’re paying for rv rental so if i clicked on somebody’s link here they’re actually going to pay google for the click and so this just gives me a good sense of you know how many people are actually trying to rank for this keyword or trying to be found for this keyword so that’s all i did i just did a search now from an organic perspective if you really want to hone in on your competition you can always do the syntax all in title colon and then hit enter so now i could see i have 163 000 results and what does that tell me that tells me that i have 163 000 websites with rv rentals in the title tag so if you’re trying to optimize for the keyword rv rentals as an example then you know that you have a 163 000 different listings ahead of you that you need to jump over in order to rank for the keyword rv rentals so using the all in title syntax and the keyword right after that actually just gives you a more accurate picture of how many sites are actually ahead of you for a particular keyword so that’s the whole idea so if i get rid of the syntax and you can see for rv rentals i have 132 million but that’s not really accurate because not all these listings have the keyword rv rentals in the title tag and title tag if you’re working on organic search is one of the key important factors for ranking so you need to have that keyword in the title tag so that’s the whole idea behind using the all in title syntax it gives us a good idea as to what our competition is doing and how many sites we have to jump over to get to number one on google now if you’re running google ads just as we did with rv rentals we went up there and we saw we typed that in as a query and we saw how many advertisers there were for rv rentals now if we are running our own campaigns google ads actually has a good report that i really like it’s called auction insights and so you can get to auction insights just by clicking on campaigns and then from campaigns click on auction insights and what auction insights allows us to see is what competitors or domains are bidding on the same keywords we are and so what google does here is it allows us to actually see where we stack up against our competition for all the keywords we’re bidding on and so here i’m looking at year to date and here we could see us and i can see our competitors okay so i could see impression share so for if we’re talking about one keyword every keyword has a 100 impression share how much of that impression share are you getting and when we say impression share meaning eyeballs when we talk about eyeballs are we getting a majority of the eyeballs or our competitors getting majority of the eyeballs so we can see our average position i can see how often i overlap with my competitors okay i could see how often i’m above a particular competitor i could see what percentage i’m at the top of the page versus my competitors the absolute top of page rate and then i can see how often i outrank my competitors and vice versa how often my competitors outrank me so i can see all this good insight as to what competitors are bidding on the same keywords i am okay so this is if you’re running google ads okay so if you’re running google ads okay you can just click on the auction insights report you can find that the top navigation just by clicking on campaigns and by doing so you’ll be able to gain some insights as to where you stack up from a paid search perspective against your competitors so let’s turn our attention to paid marketing tools so if you’re doing some advertising on google bang linkedin you probably want to work within those platforms as the tool of choice so you know if you’re doing paid search on say google search dot com or display you could be doing display advertising on you know a network like adroll or google or you could be doing social media paid ads say on facebook so whatever it is you’re doing you probably want to work within that platform itself to get the ideal data that you need okay so here are some of the tools some of the places you can go of course if you work in google ads you also have google ads editor that you can leverage okay and i’ll show you that in a couple minutes you have google ads keyword planner of course both of these are paid if you’re running campaigns okay so bing if you’re running campaigns on bing okay you get all this good data that you can digest through some reporting okay you also have some third-party tools out there that you also have to pay for in word stream okay so word streams a third party tool that you can leverage bing and google are actual advertising networks so you would advertise on the platform itself and get all the data you need right in the platform and leverage a lot of the tools that they have available in the platform as i mentioned you could also use google ads editor so bing also has their own editor as well so and as well as facebook so you can use an editor type version and i’ll show you that here in a couple minutes but let’s talk about why we want to use the tools in the platform itself well we want to be able to monitor how our ads performing so which ad receives the most traffic as an example we want to identify keywords that are performing for us okay so our keywords converting not converting now they cost us a lot of money and not netting a high enough return for us so we want to keep an eye on that okay so we want to monitor our cost okay across different locations and devices not only cost but we want to also monitor how our ads are performing across different locations and devices keywords across different locations and devices so we want to be able to measure by device okay so we also want to analyze competitors data and as we showed you in the competitors section google as an example has auction insights reporting analytics has benchmarking so google itself does provide some information in the case of auction insights as to how your competitors are performing against you on google search so that’s on the paid search side then you have display okay so display advertisements okay you’re across a different network so there are different types of networks out there for example adroll okay you have curtillo celtra is another paid version of or paid tool you can use in wide orbit so these are some of the paid marketing tools you can leverage of course i like to stay if i’m advertising on google i like to stay on google ads and measure my display performance that way but if you’re on adroll for example then you want to leverage adroll’s reporting platform and some of the tools they have to offer so if we look at display why do we want to leverage some of these tools well just like search for example where we want to look at keyword and ad performance same kind of concept here we want to be able to monitor whether we have the right keywords and right customer engagement so when when it comes to display we want to be able to make sure we’re choosing the right audience of course that means looking at not only audience insights but our target insights as well are we reaching the right audience when it comes to display and google has a good breakdown that i’m going to be able to show you here in a couple of minutes okay so we want to improve our campaigns by monitoring our competitors display ads as well so there are tools available that’ll help you do that and that’s on the display side and if we look at social okay why what tools can we use on social well you got facebook ads manager okay you got ad espresso quiet tweepy you got all these cool paid search tools again i usually stick with where i’m advertising so if i’m advertising on linkedin or twitter i’m gonna leverage that platform but just know that there are other tools available for you so with social like display it’s all about targeting our audience so for these some of the tools like on facebook we can review and relaunch our ad campaigns based on target audience we can measure conversions and gain insights in this example about facebook users how are our users interacting with our ads and then we want to target people based on their activities such as purchase intent device usage travel preferences etc so social allows us to do that and then with facebook as an example we can monitor any a b test we run for example if we’re running call to action test we can measure the results that write in facebook and i’m going to show you an example of that here shortly so let’s jump right into google ads and look at some tools available to us from the search side of the house so if we’re running search campaigns right in google ads we could see campaign data we could see keyword data we could see add data so for example if i want to see what ads are performing i’m just going to click on my ads and extensions okay and here are my ads and now i can see what ads are performing in terms of clicks click-through rates etc and so that way i can go ahead and pause ads activate ads so that’s right here in the google ads uh platform itself now if i want to look at specific keywords i can do that so i can see what keywords are driving traffic and clicks here i could just sort by clicks and now i could see not only what keywords are driving clicks i could see what the click-through rate is i could see the impressions how many people actually viewed my ad after click typing in a keyword query that i’m bidding on i could see how much i’ve paid by keyword and more importantly i want to be able to see conversions or conversion rate and then with google ads you have quality score so we want to be able to measure quality score so this is a google ads keyword reporting and so the great thing about the keyword reporting is that there’s some other features available to me here so here i can add negative keywords okay just by clicking on negative keywords i can also see a search terms report and so when it comes to search terms i can actually see what specific keywords people typed in and based on the keyword that somebody typed in as a query i can see what match type triggered that particular ad and so if i see a keyword query that i don’t particularly care to be shown for or i want my ad shown for then i can go ahead and just select it and i can add it as a negative keyword okay so that tool is available to you right in google ads okay then you have the auction insight so we’ve reviewed the auction insights when we’re looking at competitive analysis and so here if we look at the auction insights we’ll be able to adjust our date range and we’ll be able to see basically you know who else is bidding on the keywords and what the impression share is what their average position is what the overlap rate is position above rate top of page absolute top of page right now rank and share so once we have google has data then they’ll be able to share that information with you okay so that’s just keywords but there’s a cool tool that i really like and i leverage it for seo and pay-per-click and that’s google’s keyword planner so if you click on tools and then you click on keyword planner we’ll be able to leverage the keyword planner and the whole idea behind the keyword planner is do we want to discover new keywords or for the keywords we have selected we can get volume and forecast on that so here let’s type in a keyword mail delivery and if i click get started okay so google’s going to give me some other keyword ideas and they’re going to give me what the average monthly searches are for that keyword they’re going to let me know the competition they’re going to give me a range in terms of how much i can expect to pay for that keyword so if i happen to click on that keyword i can add it to a plan and then once i’ve added to a plan then i can go ahead and look at that plan and measure what kind of volume i’m going to get and how much i can expect to pay so now once i’ve added my keyword to that plan i can go ahead and see how many clicks and impressions and costs and click the rate and average cost per click i can expect to spend so and this is based on a maximum cpc of two dollars so i can go ahead and adjust my plan accordingly if i want to in order to see basically how much i can expect to spend so that’s the whole idea behind the keyword planner in terms of choosing new keywords and once you choose keywords you’re interested in bidding on you can actually do a forecast to see exactly how much you can expect to spend how many clicks how many impressions you can expect to get and if you have conversions set up how many conversions you can expect to receive so that’s all part of google’s keyword plan that’s viewing forecast as well as choosing keywords so there are so many different tools and features within google ads we need a whole whole segment just on this so really i’m just going to highlight some of the more important tools and features so i mentioned the keyword planner i mentioned the campaigns keywords and ads reports another thing i would look at in google ads again we mention this as one of our key defining why would we use it bullet point and that’s because of devices so we mentioned devices why would we use google ads reporting tool because we want to look at devices and we want to be able to see what devices are driving traffic from what campaign and then the cool thing about google ads is right in google ads platform you can go ahead and do a bid adjustment so if i increase my bid adjustment for example on mobile phones then my particular ad in this particular campaign is going to show more than on computer so i can always decrease it for example do a bid adjustment on computer and that means i’m going to show my ads less so i can go ahead and do bit adjustments based on device that’s the cool thing of working right in google ads platform is you can make adjustments right here in the platform based on devices well you also have locations too so we mentioned that as one of the reasons why we want to use some of these tools and if i see a particular location i’m not interested in advertising well i can always select it and i can always just pause it or remove it so or i can change the bid adjustment on a location as well so i can make a lot of different changes right in the google ads platform for those seasoned in search advertising paid search advertising especially on google ads you can always use google ads editor all you need to do is just do a search for google ads editor you can download it so basically what google ads editor is it’s a it’s a tool it’s the software that you work your ca with your campaigns on locally so you’re making changes to your campaigns on your computer and basically when you’re done making changes you can always upload them to google ads to the account on google ads in the cloud so to speak so that’s the whole idea behind google ads editor it’s a great tool for you to use if you want to make household changes really quick for example i’m looking at an account with a bunch of campaigns so now if i click on one of those campaigns i can see the ad groups here okay so for example i just want to turn off all these ad groups i can just highlight them all and just click status enabled to pause and i can revert back if i want to okay so you can make household changes so here i could see the campaign the ad group level if i choose an ad group then i can see some key words and again i can make changes at nauseum here i can copy i can paste i can delete okay so i can make a lot of changes really quick right in google as editor and that’s the whole point of editor is to go ahead and work locally while somebody else is working locally on the same account you could both be working simultaneously and being more efficient on getting things done in the campaign now if you are working with somebody else on the campaign you want to make sure that you get recent changes so if i say get recent changes to all campaigns what google editor is going to do is contact google ads in the cloud and download all those changes so here i can see the changes being download in editor from google ads and when it’s done it’s going to highlight all the changes that have been made and so once i’m done reviewing those changes i can go ahead and click done and now i know i have the recent latest changes in editor so now i can go ahead and continue to make some changes and when i’m done making changes i can go ahead and post them so that’s the beauty of google ads editor bing has a version facebook has a version it allows you to again go at the keyword level the ad group level okay you can look at ads itself and make changes to the ads okay you could do a lot of different things write an editor in fact you could do pretty much most of what you could do in google ads you could do in google ads editor and so that’s google ads editor to me i would recommend it if you’re experienced with google ads again it’s software you have to download it you’re going to use it on your computer as software but when you make changes all you need to do is post those changes or get recent changes that have been made on google ads and so that’s google editor ads editor in summary now let’s go back into google ads and talk about display advertising because display is a different network but the platform’s still the same and some of the same tools are available from the search network as well as for the display network right in google ads so if i want to take a look at a campaign and ad group on the display network i can just click on that ad group and i can look at the ads that are running for that particular ad group on the display network so here the difference being on the display network is you can use image ads on the search network you can only use text ads so here i can look at image ads and i can see how they’re performing in fact you could even go a step further and use responsive display ads so google has responsive display ads meaning it’s going to respond to what’s performing best okay and so now i can see clicks impressions click-through rate etc right on on my ads and extensions report in google ads platform now this happens to be retargeting campaign so if we click on audiences we’ll be able to see what audiences we’re targeting here okay so when this report loads when you run retargeting campaigns you’re targeting a specific audience and so we want to be able to see okay of the audiences we have set up what audience is performing best okay so here i can see a breakout by audience again i could see the same metrics i could see on the search side i could see clicks impressions click-through rate more importantly i want to be able to measure conversions okay so that’s the whole idea when you’re in these platforms and you’re paying for ads is you want to be able to measure against conversions and you can also measure against cost per conversion conversion rate okay so those are some key metrics to measure up against whether it’s audience keyword ad whatever the dimension is so here on the display network we can get a sense of demographics okay so unlike the search network the display network allows us to see demographic data and so now i can see an age breakout or an age range breakout that google provides us and i can see again based on the age range breakout which age range has the most clicks impressions etc including conversions so you also have the opportunity on the display network to add keywords you have the opportunity topics and you have the opportunity to see placements or run placements so here if i click on where ads have shown i can actually see where my ads have shown up for this display campaign and google ads allows you the ability to go ahead and you can exclude it from the ad group or exclude a specific placement from a campaign so you could take action on a specific placement and i could see the type of placement whether it’s a mobile app whether it’s a site i can go ahead and see exactly where that placement was so that’s the placements report you have demographics you have audiences you have keywords you have all these different reports available to you on the google ads platform so before we jump over to social media paid search advertising i just want to remind you we do have you know a nice tutorial on google ads okay so take a look at the google ads tutorial we have set up on youtube okay if you search for google ads tutorial 2019 this is a good uh tutorial on everything related to google ads so check out this video because in today’s webinar we’re just mentioning tools across the board and if you are advertising on google ads as most people do then you could see just how powerful it is and all the different features that are available so take a look at the video it’s a nice complementary video to this one this digital marketing tools and this will give you a nice and deeper insight into everything that’s available on google ads and if you have any tools or features on google ads whether it’s the search network or whether that’s the display network then feel free to comment below this video happy to hear your comments about what tools and reports and features you specifically use in google ads so let’s move into uh facebook ads manager and show you how the platform looks when you’re running ads on facebook so we can look at all the different tools and reports available here so here we can see if we’re in the facebook ads manager we could see our campaigns we can see our ad sets and we can see our ads so just like on google ads you have less side navigation so we can drill down so if we want to see ad sets for example we could just click on ad sets that are showing up in this particular account and here we can see we have two ad sets that are live so if i click on one of these ad sets i’ll be able to see an actual ad that’s running here and so for the actual ad that’s running i can then see the results of that ad and how it’s performing for example you know how many clicks it’s received what the reach is what the impressions are so impressions similar to google ads how many people are actually looking at the app and i could see the cost per click here at one dollar as an example and so now i can go in and i can go ahead and look at the ad performance and go ahead and change out that ad if it’s not performing to my expectation so if i click on more tools and then creatives i can just simply click on creators and then i can actually see the creators i actually have running for that campaign i selected so now i can see all the creatives that are running and i can see the results of those creatives so facebook ads manager also has reap different reporting so if i click on the reports pull down menu you can see here i could see some standard reports by add ad set age and gender and then i can see all reports here listed out by placement by placement and device time of day country etc so if we just look at age and gender we’ll be able to get a breakout age and gender here so you can see by campaign i’m looking at all campaigns here and i’m looking at just age and gender i can certainly deselect one of these and i can look at a specific time range so now i can see who’s looking at my ad specifically so here i could see 35 to 44 female i can see the reach impressions and how often they’re actually seeing my ad now this is key for facebook because if somebody’s seen your ad a lot they’re probably going to tune out to it so that’s what makes the frequency metric so important on facebook because then we can go ahead and you know turn off that particular age and gender if we needed to and we could see how much we spent so this just gives you some idea of the type of reporting that’s available in facebook ads manager now the great thing about facebook reporting in ads manager is you know i can group or ungroup uh my dimensions if i needed to i could change the view and arrange columns i can get rid of columns just as you would in google ads reporting very similar stature here so i have a lot of flexibility here on how i review the reports you know you got different metrics that you can pick and choose as well okay and you got lots of different flexibility when you’re looking at the reports on how your campaigns are performing now here i can pick and choose i can choose campaign ad set ads objective again i can choose different demographics so i have a lot of options available to me in terms of how i want to you know view the performance of my campaign view the performance of my ad set or my ad now remember if you’re in facebook you can always go in and edit the campaign you can edit the ad set remember in the ad set that’s where a lot of your decisions are going to be made including how you want to drive the traffic okay what your budget is okay you can basically choose your audience here so you’re going to be able to choose what type of campaign is going to be and based on the campaign you’re going to go ahead and choose the kind of audience you want to focus in on you’re going to be able to choose the location the age range the gender so all of this is going to be set up in the ad set or the campaign or the ad if you go ahead and edit it out remember you can do a b testing as well so you have a lot of different options and features available to you right in ads manager when you’re managing your paid search campaigns on facebook so if you want some more information about all the different features and tools and facebook ads manager check out the facebook ads tutorial 2019 uh webinar that we did earlier this year in addition you can also look at another one that we did on facebook called facebook advertising tips and strategies so that should give you some sense of everything related to facebook ads and how to take advantage of the facebook ads manager platform so if there’s anything on social that we may have missed or that you use feel free to add a comment below the video we’d love to hear your feedback okay let’s talk about some affiliate marketing tools let’s turn our attention affiliate marketing a lot of affiliate marketing platforms out there the number one probably is commission junction also known as cj they’re an affiliate platform they have a freemium model meaning you can have a free trial but basically you’re gonna have to move on and pay for the platform likewise for house offers you have volume you really when it comes to affiliate marketing a lot of platforms out there click inc hey when so a lot of these are brokers per se and when i say brokers like for example with cj you as a merchant or you as a publisher can get in touch with a merchant you as a merchant can get in touch with a publisher meaning cj helps bridge the gap between you finding somebody to build your network with okay so that’s what really affiliate marketing is and you really need a platform to kind of put it all together and it’s a lot a lot of affiliate marketing platforms we’re actually going to take a look at cj and go through some of the features in the platform here shortly but let’s just take a look at why we need these affiliate marketing tools well these affiliate marketing tools identify you know affiliates inflowers employees other advocates you want to partner with so again you could be on the merchant side you could be actually selling a product and you’re going to want somebody to help you sell that product somebody with a website who’s an influencer who drives a lot of traffic to their own site who you know does sell reputable brand etc so you need somebody to help you introduce you to these sites okay so cj and some of these other marketing platforms affiliate marketing platforms do that okay so these tools are there to do the introductions the brokering the relationship so the other benefit here is you can contract with affiliates and track the traffic and conversions well what do i mean by that well if you do use cj.com by no means am i only endorsing that platform there are plenty others out there but whatever platform you use you’re gonna want to be able to set up terms and conditions with that particular affiliate so you could set up with terms and conditions for say 10 off all sales as an example okay well you’re getting a platform that will help you broker that contract okay contract terms or program terms furthermore you’re gonna need a platform to help you track hey is this affiliate helping me drive traffic or is this affiliate driving traffic to my products and is this affiliate helping me sell so these platforms help you do just that okay so you can gain high website rankings with the help of your affiliate meaning that hey your affiliate can be promoting your product and if they’re promoting your product you have a chance to show up via paid search organic search off other websites so social so you have a lot of benefits to working with affiliate marketing in itself and the tools available will help you gain website rankings as one example we want to be able to track certain metrics okay so an affiliate marketing you have earnings per click epc as an example most platforms measure epc from a seven day period to a three month period okay you can also figure out what the actual cost per click is just like you do on say google search you can actually measure that in affiliate okay you want to eliminate fraudulent clicks impressions and conversions so any affiliate platform worth its weight is going to help you understand you know how many pressions and clicks and conversions you’re getting and help you manage that in terms of fraudulent clicks or hey if you’re getting a lot of impressions and no clicks that’s a problem too so these platforms are really built on helping you manage your relationship with the affiliate by offering up all sorts of reports and tools you know the other big benefit here to affiliate marketing tool is hey we can influence our customers throughout their buying journey so we could set up different promotions based on hey did somebody go to the website did somebody see our product does somebody click on our product did somebody go into the shopping cart with our product did somebody purchase our product so there’s all sorts of steps in the funnel so to speak and hey you can work with an affiliate a publisher to influence your customers throughout that purchasing funnel throughout that journey so let’s go ahead and log in here so when you log in like any other digital marketing tool any other platform you’re gonna have your own settings and whatnot so really the whole idea behind any affiliate marketing tool is really there to manage your publishers who do you want as a publisher who do you want selling your product you obviously want somebody who’s relevant somebody who’s going to be able to sell a product somebody who has a targeted audience that’s similar to yours okay so we go into cj.com we’re going to log in and here you can see a publisher’s link so we’re going to click on the publishers link and remember when you sign up publishers you have to have program terms and so if we click on publishers program terms we’re going to be able to see all the different program terms available so here we could see the different program turns we have set up for certain publishers so we just click on that we’ll be able to see that’s the default program term so remember you could set up your own program term for any publisher so as a best practice if you have publishers who are actually performing well who are selling your products maybe you want to offer them a little bit more on the commission side maybe you want to sweeten the deal maybe you know these guys these publishers get better program terms versus say other publishers who don’t and so here we can see the program terms basically you could see what the terms are the action and the different policies here so everything you need to do to manage that publisher in terms of payment is done under the program terms now if the program terms are met the publisher actually sells your products cj is the broker they’re the ones who are going to initiate the payment based on the program terms so be careful on the program terms you want to be able to set them appropriately cj has templates cj has some default program terms that you can use and offer up to different publishers so based on the program terms that’s how your publishers are going to get paid and so here you can have as many different program terms as you want there’s no limit here you want to be able to align and reward program terms again based on performance and so here we can see what publishers are under what program terms so again if your publisher is performing well sweeten the deal offer them a better program terms and so you can align publishers with different program terms and so that’s the whole idea behind program terms is you want to be able to align publishers with that so when you sign up a publisher they’re going to get a line with a program term meaning what are they going to get paid for selling your product now if we want to manage by status instead of by program terms we could see all the different organizations we have in our network these are our publishers we’re the affiliate we’re the ones selling the product we want to know who’s selling who’s not selling and so we can look at all our publishers by program terms or by status okay so basically you can see here the term status whether it’s active or not earnings basically what they’ve sold over the last basically seven days or three months so you could look at basically how your publishers are performing just by clicking on manage by status here in cg.com so when you’re looking at reports in cg.com or really any other affiliate program you might see the acronym epc this stands for earnings per click actually it’s a little misleading it’s actually earnings per 100 clicks so basically cj calculates you know how much your publisher is actually making per click you know just like paid search we’re paying google x amount per click it’s the same thing here we can’t or these publishers can’t make any money if they don’t generate clicks so that’s why you have an epc model or metric so to speak so you can measure earnings per click cj does it over seven day period and over a three month period so you could sort based on seven day or three month to see who’s earning the most per click in terms of publishers now you can select under publishers groups now you can group your publishers okay so if you have say a group of publishers in a specific region like the united states or india or if you’re just focused on the united states and say you have publishers in different states like texas california missouri arkansas well you can group those publishers into different groups and you can look at your different group names here so here we could see canada and so we have our publishers grouped into a group called canada why because they’re based in canada makes sense so you want to be able to organize your publishers because the whole idea behind affiliate marketing cj is you want to be able to get the best publishers available for your network and so as you get more publishers for your network you’ll be able to basically start grouping them where it makes sense now the example i gave you is by geography you could do by geography or you could do by publisher status meaning my best performing publishers go into a group if they’re in a group then they get aligned with a certain program term so you could group your publishers any way you want by status meaning they’re selling more these are our best performing publishers or by region or you know by promotion i mean how you group your publishers is totally up to you however take advantage of the option to create publisher groups because the whole idea again i’m going to repeat it is you want to get publishers and you want to start building your base of publishers because the more publishers you have the more chance you are to sell your product remember if nobody clicks on your product then nobody’s going to buy your product so if you have publishers who are promoting your product for you then you have a good opportunity to sell it so the more publishers you have on board the better the opportunity so now once you have publishers you can start grouping these publishers accordingly to whatever makes sense as a business decision just know the options available in cj to group publishers let’s turn our attention to social media marketing tools social media always a great topic to talk about so we’re gonna finish up all our digital marketing tools with social media we talked about seo paid competition affiliate email you know web analytics it’s just appropriate to finish up a social media because social media has so many tools available so many okay the first one i can think about here is hootsuite hootsuite is a great social media marketing tool to use okay it’s a freemium okay you can set up a free trial here you basically a base account and then uh you can use hootsuite to do a lot of things anything from setting up landing pages to actually publishing content to listening hootsuite to me is one of the most powerful social media marketing tools available you got buffer buffers a paid version but you can actually set up a low cost or free account actually on buffer and then move to a paid account okay you got tweet decks been around a long time that is actually free and i would recommend tweetdeck and we’re going to take a look at that here in a couple minutes okay and then you got sprout social sprout social is another social marketing platform similar to hootsuite do a lot of reporting a lot of publishing you can a lot of listening and so we’re going to take a look at sprout chelsea today as well before we do that let’s go over why these tools are important to us from a social media perspective you’re pumping out a lot of content so you need to be able to smartly efficiently you know schedule and manage your post okay so you’re not just working likely with just one platform like facebook you’re probably on a number of different platforms depending on your business depending on your bandwidth depending on what you’re selling your products etc your audience obviously has a lot to do with it you know it could be instagram pinterest you want to be able to consolidate all that and manage it in one place and that’s what social media marketing tools do they allow you to manage everything in one place so if you could manage everything in one place then these social media marketing platforms need to be able to make it easy for you to add and manage different accounts okay so a lot of them have the ability for you to add you know not just one twitter account but multiple twitter accounts and not just one social media platform but multiple social media platforms and a good social media marketing so worth its weight will help you monitor the results so monitor social media posts that help drive leads and sales in other words you’re going to have a lot of different metrics associated with each social media marketing platform okay which one is actually doing its job okay so you want to be able to easily manage these platforms applications and websites very efficiently okay so instead of having to log into each platform is log into one place get a sense of what’s been posted what the engagement is did they purchase etc and what you want to do is be able to individually customize every social media post across different platforms so it just makes it a lot easier to do that in the social media marketing tools okay you don’t want to send out a blanket message across different platforms you want to be able to go ahead and customize a post depending on what that post is depending on what the product is what time of day what target market what target audience so customization is a lot easier using these social media marketing tools you want to be able to engage with brand advocates so listening is a good thing with social media marketing tools using the listening functionality so you can actually see who is a brand advocate who’s not a brand advocate who’s an influencer who’s not an influencer and then of course you want to analyze the behavior of your audience and optimize individual posts on real-time data so if for example you post something using one of these social media marketing platforms and you see it go viral then you want to be able to react to that in real time so you’re going to be able to see that in real time on these social media marketing tools these platforms like sprout social and hootsuite and then you’re going to be able to react to that behavior and then of course monitoring website traffic and conversion rates that’s key we always want to monitor conversions based on our kpis our business goals so there are also a few important digital marketing tools that can help you in different ways okay so without further ado let’s jump in and take a look at what’s available in terms of social media marketing so just a quick reminder if you are running ads on facebook or you’re posting on facebook as an example or any platform in general that platform’s going to have its own metrics if you will so for example facebook has something called facebook inside so you’ll be able to actually see you know what’s been posted based on you know the last seven days in this example how many page views you’re getting engagements recent posts so just to let you know yes you can go into any one of these platforms on its own and look at metrics just like you can do if you’re running facebook ads hey you can go right into facebook ads manager and view data there okay so the whole point here though on using a social media tool is that you can measure all that in one place so if we log into sprout social i can set up these accounts right into sprout social so i don’t have to log into twitter individually or facebook individually i can link them up all within sprout social and then i can go to reports just like i can with facebook insights and then once i’m in facebook excuse me once i’m in sprout social reporting then i can go ahead just like i can in facebook insights except it’s all right here for me i can jump into you know facebook and dig a little bit deeper as to what’s going on with my account so i don’t have to log into facebook directly i can see you know the impressions the engagement the clicks over a period of time i can see my audience growth i can see my publishing behavior how often my publishing i can see the top post individually i can see impressions by day you know a lot of this same material same information is already in facebook insights so if it’s available on facebook insights you know you’re definitely going to have it available in a tool like sprout social so you want to be able to just efficiently log in and jump from one platform to the other so here you know i can go to instagram you know and look at instagram data or i can look at twitter information so you want to be able to efficiently jump from one platform to the other using in this example sprout social now as i mentioned as part of one of the benefits of a social media tool is that you can publish content you want to be able to publish content because you want to be able to organize and schedule accordingly you don’t want to be submitting and publishing content right after one another okay you want to be able to spread it out efficiently and effectively and so here we could see you know we could publish and schedule content accordingly so all we have to do is click compose select a profile write whatever we need to do we could schedule it for tomorrow at a specific time and there you go voila scheduled so this is on twitter okay so you know we could choose another platform here it’s just that easy to schedule so you want to be able to schedule accordingly because again when you schedule something then you want to look at the behavior of it so it’s just as simple as going from publishing to reporting and then based on when something got published you could see the reaction of it and react to it so another thing here that i like about it’s about social hootsuite a lot of these other platforms do it really well you got listening tools so you can listen in on conversations that are being had for example uh mail delivery you know if we do mail delivery and twitter search we’ll be able to see what’s been tweeted about mail deliveries you know if that’s the business we’re in we can refine our search and choose a specific location or radius to hone in if we’re local okay so this is sprout social’s example of listening here let’s take a look at another example i’m in later.com so later very similar sprout social and that it does a lot of the same things you can actually schedule content on a particular platform and one thing i like about later here you can actually see it visually you can see a calendar and what’s been scheduled so i could see today i have scheduled something scheduled at 1 15 local time and again i have five profiles set up for this account so i can pick and choose the profile that i want to publish to so it just makes it that much easier and i can visually see it and that’s important so here i can click on media library so the one thing about later.com is that you know you have a library of images that potentially you can reuse so if i click on this image here okay i can get a sense of when it was used and i can view it on a calendar i can add label for it so that’s another benefit to later is that they have this media library here they have conversations so i can actually connect to a platform and listen in on conversations that are being had similar to the listening tool in sprout social and they have analytics so you can actually see write in later.com how your particular social media platform is performing so i could see it here over seven days i can see the number of followers have increased i can see the growth rate i can see the number of impressions that i’ve received okay so i want to be able to see how my particular platform is performing over a period of time so i can look at reach a lot profile views website clicks okay so i can get a lot of good insights here right in the analytics platform later you can look at specific post performance so if we posted something i could see basically how many likes it received how many comments impressions the reach and then if i want to do i can click on details and get more specific information on it engagement rate okay discovery actions comments saves etc so later.com goes into some nice detail about post performance they even have date on hashtags so if you use an hashtag you can actually see how many times the hashtag’s been used or saved how many impressions it’s received okay so they really go into some nice detail here about how your post and how your accounts are performing and here’s a tool i really like i’ve been using for a long time and that’s tweetdeck so what tweetdeck does is connect with your twitter account so you can see in a different visual so to speak of how your twitter account looks in terms of your feed here i can see this is my feed here okay i can see some notifications i can see specific messages then on this column i can see activity okay so i can add different columns here if i wanted to and basically by adding columns you can see i can look for what’s trending as an example so i’m going to add in a column that says trending and so now i can go in and see okay these are all the different things that are trending on twitter uh so you can actually add a column and pay attention to something really specific okay so for example search okay so right now i have men’s health but i could type in let’s just say world cup okay so i can see the you got the qriket world cup you got you know the soccer football world cup going on so you know we could pick a particular topic to follow if we wanted to so again here i’m following men’s health so i can now see you know everything that’s been posted on men’s health now if i click on for example one of these hashtags here that’s trending i can actually see who’s tagging or using that friday feeling in their tweets and so the whole idea behind you know tweetdeck it serves up a interesting overview so to speak of not only your account but you know a specific topic or what’s trending or you know other things that are being said so if you really want to pay attention to your brand or something really specific like you know your competitors or a specific product then you can just do a search on that and so that’s the great thing about tweak deck it allows you to kind of just look and listen in on everything going on in twitter now we do have a good video out here on youtube how to start social media marketing so if you haven’t had a chance to look at it take a look it goes over some of these tools that we cover today like sprout social you know facebook insights so it does cover in more detail some of what we covered on these social media marketing tools so take a look at how to start social media marketing so we covered a lot of different marketing tools digital marketing tools everything from seo to email to social to paid to affiliate to competitor but there’s also a few other digital marketing tools that you can use in different ways like video seo for example so vid iq you know we want to use vid iq to get a good sense of how particular video is performing so here if we go into youtube you can see vid iq is a browser extension or browser a plug-in if you will so i can go and take a look at a specific specific video and see how many hours it’s been watched how many views minutes watch subscribers etc you know the great thing here i can look at the entire entire account so i can get good insights into my video or my entire account here just by adding in the vid iq extension into my chrome browser so vid iq actually does give you some really really good insights into not only your account but the video and so recommend vid iq because it’s good for video seo okay there’s also tools related to content optimization so you know if you’re doing seo and you have a lot of content on your site well you know what we want to be able to use a tool maybe a third party tool to give some objective reasoning as to what more we can be doing so you got tools like seo site checkup or site analyzer these are pay tools but you know if you’re really heavily invested in seo then they may pay dividends for you you want to be able to make sure your content is fully optimized to the fullest according to you know google’s algorithms and so you maybe you know want to invest in that third-party tool so these are good tools to use for content optimization you know there’s also other key reddit but you know there’s keyboard planner uh in google there’s also a word stream there’s a lot of different keyword tools out there so you may not have a google ads platform and so if you don’t have google ads then you may not be able to gain access to google’s keyword planner so having a third party keyword tool will pay dividends as well because those dividends pay off in the form of not only pay-per-click but also seo and if you’re heavily invested in content heavily invested in social then you may want to take a look at the keyword tool keyword it and it’s primarily used for reddit we talk about page load time so we looked at that in google analytics we know that it heavily impacts seo so there are other tools available you got a third party tool here that’s free solarwinds pingdom you actually have page speed insights by google so these are free tools that you could take advantage of in determining how you can improve your page load time my favorite topic conversion rate optimization so you got a couple in here crazy egg and target okay so i’m going to show you another tool called hot jar so here if you log into hotjar.com you can set up an account it’s actually free and with the free account you can have hotjar measure the heat map not only the heat map but the click mapping the scrolling of a particular page and so here you can see we’re looking at a particular page here so hotjar allows me to you know see on that page where people are clicking um i can also see where people are moving i can also see you know the scrolling of a particular page okay so you can see here on the page i can see people are moving over here to the right that’s where they’re clicking mostly if i switch over to move mode then i can see on that particular page where people are actually moving their mouse and then i have my scroll analysis so i could see you know how far down people actually scroll on the page and so again with a paid account you can measure up to ten thousand page views with the free version you can measure up to 2000 pages and so 2000 page use allows you to get some insight as to what people are clicking on or where they’re moving or how they’re scrolling on a particular page and so i definitely recommend hot jar they also do funneling they also do forms polls lots of other tools available in hotjar so hotjar.com is a tool i would recommend as well so one final tool and i’d be remiss if i didn’t mention it and that’s google optimized so google optimize is a google platform that allows you to a b test and so a b testing means that you have an original page and you’re changing one element on that page to see which one performs better and so with google optimize it’s just very easy to set up to run and the whole point of google optimize and a b testing is to improve website performance so here you can see i have an account set up and optimize you can see we’re running one test here and we’re just testing one element versus the original so we move photos to the top of the page the original didn’t have the photos to the top of the page and so we can go into reporting here google optimize does all the heavy lifting and so here you can see we can look at bounces or we can look at you know basically a measure the test up against the metric that’s important to our business and again the whole point is to improve website performance and so definitely take a look at google optimize we’ll have another webinar in the future on the topic but you know to me google optimize is free you can run up to five tests okay and if you can run up to five different tests then that means you have the ability to really improve website performance okay so google optimize is a tool that i would recommend carl has a website on cake recipes unfortunately his website on google is not ranking well moreover when searching for cake recipes keyword his website ranks way below than his competitors this can be due to various reasons but one that sticks out is seo to solve this issue i have a few important tracking factors that karl needs to know and apply if he wants his website to rank well before we get started with the ranking factors let me first explain what seo is seo is the practice of getting traffic from organic search results on a search engine like google bing etc depending upon the keywords search engines rank websites based

on what content they consider most relevant to users without further ado let me tell you the top 5 ranking factors which can help karl to rank his website first is content quality then it’s page speed of a web page after that its website structure next is ssl certificates and finally its backlinks which is the most important ranking factor let’s have a look at good content quality a good content quality is an essential factor that helps a website to rank on google google ranks content that completely answers a user’s query in our case cake recipes also longer content rank higher on search engine results apart from longer content you can also optimize your content with few techniques such as you can start with a comprehensive introduction this article on the best vanilla cake i’ve ever had is a good example of having a comprehensive introduction ensure to write content relevant to the chosen keyword for example if your keyword is cake recipes ensure to write a content on how to bake a cake rather than focusing on cake decorating ideas always create a click-worthy title and include lsi keywords in your content in seo lsi stands for latent semantic indexing they’re used to drive content traffic and create more visibility on serves an easy way to look for lsi keywords is on google serve some of the lsi keywords for cake recipes are easy cake recipes vanilla cake recipes chocolate cake recipes and a lot more as shown on the screen ensure your heading and subheadings consist of keywords for example all the heading and subheading for this article have the keyword cake build a comprehensive internal linking structure of web pages it helps in spreading link equity across the site it is important to create a simple internal website link structure in the below example a bot crawls on web page 2 by following internal link of the web page 1. next add suitable images with descriptive alt text here using relevant images can help search engines understand what your content is about and this method helps in site ranking for example for carl’s website on cake recipes he should use suitable images like wedding cakes birthday cakes etc incorporate call out boxes as it will highlight the important information and increase the dwell time for example if carl wants to sell his cake he should place call out box with contact details immediately after the cake recipes ensure your webpage is completely crawlable for bots as it will enhance website ranking here as you see this website is high up on the google search because every web page in it is crawlable by bots next opt for mobile friendly designs it will result in good user experience for a mobile friendly design always prefer short and crisp sentences for easy reading a poor example and a good example of mobile friendly designs are shown here and most importantly update the content regularly by doing this search engine rearranges your site’s ranking for example the sally’s baking addiction cake recipe blog ranks at number one on google the reason it updates content regularly next we have page speed page speed defines how fast the content of a web page is displayed on the screen it is important to ensure that a page speed isn’t slow otherwise it will result in high bounce rate paid speed can be optimized through improving your server response time this can be done by fixing major issues like slow database queries slow routing or a lack of etiquette memory use a simple website design and reduce the image size that is larger than 150 bytes next use a content distribution network as it distributes the load of delivery content at multiple geographical locations you can also optimize your code minify files if your website has numerous css and javascript file you can minify and combine them google says slow page speed results in high bounce rate as you can see here next comes optimizing title tags and url a title tag summarizes the website’s content and url is a web address title tags are displayed on serps it is a clickable headline for a given result title tags are displayed on serps it is a clickable headline for a given result for example chocolate cake recipe cake recipe carl cake.com is a title tag of a website where chocolate cake recipe is the primary keyword cake recipe is a secondary keyword and callcake.com is the brand name backlinko recommends writing a relevant keyword in the title tag is important as it gives an overview of what your content is about now talking about urls always refer a well-structured short and simple url according to backlinko analysis short urls tend to rank better than long urls moving on to our fourth ranking factor let’s talk about ssl certificate websites using https server have a higher chance of boost in rankings https is used for secure communication over a computer network as you can see here google confirms https as one of the ranking factors there are two ways to improve site security you can protect your domain by enabling dns sec protocol or use hsts to add an extra layer of security over https whereas hsts protects from hijacking the next ranking factor is website architecture the famous digital marketer neil patel says the better your site structure the better your chance of ranking higher in the search engines also backlinko confirms that an optimized website architecture helps bots to find and index all of the web page a good site structure results in good use experience some of the ways to optimize your site structure are creating a logical hierarchy structure which means a good site architecture not only makes content easier to find but also helps to gain traffic include site maps so that the bots can easily access and index the content code your site navigation in css or html because these two languages are easy to code and understand build a comprehensive structure of internal linking as it improves indexing of a website and helps in spreading link juice coming to our last ranking factor that is backlinks backlinks is an online navigation of hyperlinks from other websites to your own website in this way we can drive referral traffic and increase the website’s authority in seo the more backlinks in a web page receives the better it will rank in google backlinks enhances search engine rankings brand awareness and referral traffic backlinks can be gained through influencer marketing engaging with audiences on multiple social media platforms like telegram linkedin etc participating in high pr q a sites like quora and post answers to the questions related to your business today we’re going to talk about why you would want to rank using seo and seo is search engine optimization also known as organic search you also may as hear us say organic listings we’re going to talk a little bit about why you’d want to rank your website in organic search okay what is search engine optimization then we’re going to follow that up with how does google rank websites so why does it rank one website over another and how do we get our website to rank number one then we’re going to talk about the different types of seo or search engine optimization techniques so you can get your website ranked number one and then we’re going to finish that off with the do’s and don’ts of seo so let’s get right to it and talk about why seo so we’re going to use a basic example and let’s just say you have a blog you’re a food blogger you’re passionate about food and your niche is ice cream and let’s just say you have a lot of ice cream recipes you want to get traffic to your blog you want people to read your blog and you’re curious why am i not ranking for my blog why when people type in ice cream recipes and say google my blog posts don’t appear at the top of organic rankings and there’s a number of reasons why you wouldn’t be ranked for your blog post or your ice cream recipes and the main reason would be your competitors so there could be somebody else out there who is also passionate about ice cream and has been blogging along longer than you and they have more content and more blog posts and more pages for google to rank so that’s usually the number one reason the other reason is improper usage of keywords and we’re going to talk a little bit or it’s actually a lot more about you know keyword usage in your content so what kind of keywords do you want to rank for that’s really what we’re talking about when we talk about usage of keywords what keywords do you want to rank for and how do we work those keywords into the content another reason is port link building practices and really that means our other blog posts or other websites linking to you also are you linking to other pages on your website and so it’s all about link building and with link building it’s internal linking so are we linking from one blog post to another and it’s external linking are other websites of high quality linking to us and so that’s what we talk about when we talk about link building and then another reason is web page load time so you could be running your blog post on say wordpress for example and your blog post isn’t loading fast enough well if you look at it this way think about it if you’re google would you really want to rank a website or blog post in this example number one on google rankings if that particular page loaded very slow no you wouldn’t because when somebody clicked on that link in organic search and went to your website they’re going to have a bad experience because the page is going to load slow so google doesn’t want their users to have a bad experience you don’t want your users to have a bad experience and so that’s why web page load time is a critical factor for ranking so we need to make sure that our web pages load fast and then your user experience is not good enough so google again based on my example about the web page load time google wants people to have a good experience when they go from their search engine to your website and there’s a lot at play there specifically web page load time but also you know google doesn’t want any spam content google doesn’t want any pop-ups or overbearing ads on the web page they want people who are searching for something in particular let’s just say ice cream recipes and they want to find a relevant website that has ice cream recipes they want to be able to click on that link and read some good content about ice cream recipes it’s that simple and that’s really what google’s trying to create in their environment and that’s you as an end user as a website owner you want your users to have a good experience and then last but not least your website is the indexed by mistake and really what we mean is the indexed is google needs to be able to index all the pages on your website so if you have a blog with a hundred recipes you want google to have access to all 100 recipes so we’re going to talk a little bit later about how to get your pages ranked or indexed on google organic search so let’s move on to what is seo so sticking with our ice clean blog theme really seo search engine optimization really is the practice of increasing your pages that google has indexed up the rankings so the end result is we want all our pages to be ranked number one for particular keywords so if you want to be ranked for ice cream recipes well there’s certain things you need to do so that’s generally how it works we need to apply search engine optimization to increase a page for keyword we want to be found for so let me give you an example so let’s just say there’s a hundred students that participated in an essay competition and so the competition in this particular case is evaluated on the basis of is the content relevant are they using suitable titles for their essay do they have structure when they’re participating in this essay or talking about the essay and do they have a suitable synopsis and is the content neat and readable these seem all logical for an essay competition well guess what they seem logical for seo because that’s exactly how seo works it’s exactly all those points i just made mention about structure logic readability organization title all those things are what’s important in seo and so we need relevant content we need titles for our pages google needs to be able to see structure we need to have synopsis of what the page is about and that’s called a meta description and then again the content needs to be readable and that’s important and so in order to be readable again we’re going to talk more about site speed because site speed is important okay and when we talk about responsive design when i say responsive design that means your site your page needs a load both on desktop and also on mobile and so all these things are important just like an essay competition google is the judge and they need to be able to determine what page is best to rank number one number two number three etc on google search and then link building remember i mentioned link building a moment ago well link building internally and externally also plays a vital role and so we’re going to talk about that a little bit later in the class when we talk about off-page seo how does google rank website and basically google follows three basic steps to rank a website they need to crawl your website they need to take what they call back to their servers and when they take it back to their servers your your web pages they need to you have them available for indexing so when somebody actually types in a keyword into google.com it’ll be available to be found on organic search so that’s what indexing is all about and then google’s job when somebody does type in a search query is to basically rank the those pages that they’ve indexed from number one to infinity depending on how many pages are relevant to that search query so really it’s about crawling indexing and ranking so crawling is simply a process done by which google has bots and what these bots do is they go to your web server and they’re going to crawl every page that they can find and how do they find these pages well they basically follow links you might have heard the term spidering but that’s what they call search engine spidering so basically what google’s doing is they’re building a web so to speak all the links that they’re following and so when they can follow all these links on your website they’re going to be able to crawl them and when they crawl them basically they’re going to take that content and store it on their servers so it’s available in their index so based on this method google finds out which websites have relevant content and which ones don’t based on certain keywords that are typed into google because if they can’t crawl your website you’re not going to be found and if you can’t be found they’re not going to show up for relevant keywords so we need to make sure your site’s available to be crawled and we’ll talk about that a little bit later okay but let’s show you an example so let’s just go to google search and if i type in the keyword simply learn okay i can see i have 1 million 10 000 results okay and that’s how many results are showing up for simply learn okay now they may not all be simply learned pages but nonetheless simply learned is ranked number one here organically and there are 1 million 10 000 pages related to the keyword simply learn now when it comes to organic search uh we don’t want to get it confused with paid search so anytime you see paid search you’re going to see something that says add next to it okay so we could see that there are paid ads here but when it comes to organic search those are generally below paid ads and so that’s where google counts the 1 million 10 000 results and so that’s the whole idea behind crawling and indexing google is able to cross simply learn’s website and based on all the pages that they gather they’re going to make those pages available in organic search so if you type in a keyword and your web page is not available for indexing then you’re never going to show up for that keyword so that’s why it’s important to make sure your website is available for crawling and indexing and so when a user types a query on search google search the most relevant websites that are in google’s index are going appear in the search results so in the example i gave uh was simply learn well simply learn is the brand name of the company simply learn so there’s a lot of relevancy there so that’s why you see simply learn show up here organically number one like we mentioned about what is seo and why seo we talked about that user experience so there’s a lot of factors that go into ranking relevancy being one of them so in the simply learn example simply learn is relevant to a lot of the simply learned pages because that’s who they are simply learn however simply learn also needs to make sure that you know for their pages the page load time is fast meaning these pages load very fast for the end user and google also takes into account other factors like how long someone is staying on a website or are they bouncing meaning are they going to one page that they land on and then leaving the website okay and so the user experience is very very important there are other factors also like language and location and so for example location if you do a search say in india the results are going to be a little bit different than say the results in the united states why because google is indexing as many web pages as they can find so if somebody’s doing a search in india their results may be a little bit different than the results show up in the us because google has different bots and these bots are crawling different pages at different times and so google’s index is updating continuously but it’s not real time syncing so if you do a search in india you may not see exactly the same thing because both search engines the google and india and the google in the us are may not be exactly synced up so an example would be you know if you’re looking for cafe so if you search a cafe and say san francisco you’re going to see different results now if you do a search for cafes in mumbai you’re going to see different results there’s going to be local search here at the top there may be some paid search but again you may see different results because one location but two google search engines in india and united states google.com aren’t exactly synced up exactly at the same exact time you do that search so location is important language is important and relevancy is important along with user experience so all those are important factors in how google ranks websites okay so we’re going to talk about the types of seo now so if we want to rank for a particular keyword on google we’re going to have to apply search engine optimization and so there’s two strategies to search engine optimization on-page seo and off-page seo so first we’re going to talk about on-page seo so on-page seo is nothing more than optimizing your own website and so when we say optimizing your own website there’s certain elements on your website and on your web pages that we need to take into account and so some of those elements are headers meta descriptions title tags linking so all of those elements are something we can control as an end user who wants to rank our web page and our website on google and before we do anything with our website the first thing we need to do is understand what keywords we want to rank for in order to understand what keywords we want to rank for we need to do keyword research and if you do anything in seo keyword research is the most important activity that’s the most important thing you can do for seo and why do i say it’s the most important because you need to understand if you choose a keyword that you want to rank for you need to understand how much traffic you’re going to get from that keyword if you’re ranked organically say number one on google so how much traffic will you get if you’re ranked number one on google so you need to understand what the volume is and then number two we need to understand what the competition is for that keyword that you want to rank for so if you choose a keyword and there’s not much competition for it then chances are you can rank for that keyword for a web page on your website quicker than say a keyword that has a lot of competition so we need to understand those two basic factors volume and competition before we choose a keyword and it’s it’s simply the practice of going through the motions of getting your volume and getting your competition data so you can choose the keywords you want and then once you choose the keywords you want then you can go and apply on page seo you can change the title tag the meta descriptions the headers all those elements can be changed but first you need to choose your keywords and so again the primary components we’re looking for are how much traffic you can get or the search volume how much competition there is for that keyword and of course relevancy okay you need to be able to choose a keyword that’s relevant to the web page you’re trying to rank for and so let me show you example of how to go through this so the first thing we want to do is we want to use a tool and the tool i would recommend is google keyword planner and why do i choose google keyword planner because if we’re trying to rank on google.com or google search engine we want to be able to get the data right from the source so google’s going to be able to give us information about how much volume a keyword has and how much competition it has so let me show you an example so if i want to use google’s keyword planner and i want to rank for the keyword how to become a digital marketing specialist then i’m going to type that keyword into google’s keyword planner and what google’s going to do is they’re going to give me some trends about how much volume this particular keyword gets over the course of a year and so for that particular keyword i can see that there are trends that that appear for both desktop and mobile so mobile is important because people start their search process a lot of times on their mobile device so we want to be able to get data from mobile as well as desktop and so we can see a trend here that for each particular month over the last 12 months we can see how much volume this particular keyword how to become a digital marketing specialist gets per month and so on average on average over the past 12 months i could see how to become a digital marketing specialist is averages 30 searches a month and this is on google.com and so google gives us the volume what they also give us is the competition and so here i can see google says for that particular keyword the competition is medium and so in the google’s keyword planner what they also do is give me other relevant keywords that i might think about optimizing for because you don’t want to optimize for just one keyword so how to become a digital marketing specialist they’re going to also offer up other types of keywords that are relevant so just digital marketing specialist social media marketing specialist so for those keywords i can see the volume so for example digital marketing specialist i can see the average volume is 1 000 per month on average of the last 12 months i can also see the competition is medium but for some other keywords i can see the search volume being high like digital marketing course at 2 900 per month but also the competition is high and so what i would recommend as a best practice is to collect all your relevant keywords okay and put all your relevant keywords in a spreadsheet and when you put all these relevant keywords in a spreadsheet you want to get the data on those keywords and the data i’m referring to is the volume and competition so in this case we have volume from google planner google’s keyword planner and i have competition from google’s keyword planner and so if i go into a spreadsheet and i put all that information in here i’m going to be able to see the volume and competition and so that’s important however one thing to note here is that google’s keyword planner if i go back just gives us low medium and high and if i want to compare numbers to numbers maybe i want to be able to get exactly the competition number for the keyword how to become a digital marketing specialist what i can do is go into google and i can type in that keyword so if i type in the keyword how to become a digital marketing specialist i can see there’s 76 million results so i could see 76 million results 76.1 actually and for the keyword how to become a digital marketing specialist now that’s a whole lot of results for this particular keyword especially when the volume is only 30 uh per month on average and so what i want to do is get a more clear picture of the competition and so what you could actually do is type in the syntax all in title and then colon and then your keyword how to become a digital marketing specialist and when i do that i get a different result here i can see only 136 listings for how to become a digital marketing specialist but that’s not just 136 that’s 136 with that particular keyword that we want to rank for in the title tag okay so the title tag is what you see when you type in a keyword or search query in google search and the title tag is what you see at the top of every search result and so now i can see i typed in how to become a digital marketing specialist with the all in title syntax and now i can see every listing every one of these 136 results have that particular keyword in it so i could see every one of them how to become a digital marketing specialist and why is that important because now that tells me i only need to climb over 136 listings to rank for that keyword how to become a digital marketing specialist and so the idea here is you want to get your volume from google’s keyword planner but you want to get your competition from google search and again that’s simply typing in the the syntax hall in title and then your keyword in this example how to become a digital marketing specialist once you get those two numbers you’re going to plug them in to your spreadsheet and then once you do that for a number of different keyword queries and these keyword queries again have to be relevant once you do that then you can go in and pick the keywords you want to optimize for and that’s important because again if you’re not sure about a keyword then you want to do the keyword research so you can be sure of how much traffic you can get and how much competition there is those are two important three important factors in starting the process for on-page seo so again you want to create content for say a keyword like digital marketing but digital marketing may seem a little bit broad so you want to probably stay away from broader keywords because broader keywords tend to have a lot of volume which is great but they may also tend to have a lot of competition but that’s the whole point of doing the keyword research maybe it doesn’t maybe there’s more volume than competition that’s what you need to find out when you do the keyword research you need to find those keywords that are relevant to your content that have a lot of volume and low competition and then once we identify those keywords then we are free to go in and start optimizing our web pages for those keywords and the first place we want to start is the title tag so if you remember my example going back here to our search how to become a digital marketing specialist we saw that every one of these listings had that keyword in the title tag and the title tag is important because that’s what users who use google search see first when they type in a query and get results so they’re going to see the title tag so the title tag is the most important element for on-page seo it’s the most important factor because that’s what people see and so ideally when we choose our keyword we want to make sure that keyword is in the title tag because that’s what shows up in google search and that’s what makes that particular web page relevant for that keyword query so the idea behind a title tag it’s between 50 and 60 characters and so we want to make sure we stay within that limit no more than 60 characters because what happens if it’s beyond that then google will truncate the title tag so if i go back to my search you can see here on this particular title tag google truncated it meaning they added the ellipses after the title tag because it exceeded the 60 character limit so you want to stay within those character counts and so the title tag is the first place you should start when optimizing your website because when we have the right keyword in the title tag and somebody types in that keyword then chances are it’s going to be relevant they’re going to see it and they’re going to click through to your website and that’s the whole idea behind ranking we want to get clicks so that’s how the title tag appears so when you optimize it you’re going to update the title tag and this is how it shows up it’s going to show up at the top of your listing okay and it’s going to be bigger and bolder than anything else google displays so the second thing you want to optimize is the meta description and the meta description is simply just a brief description up to 155 i would say about 155 to 60 160 characters but probably no more than that and so the meta description is nothing more than a summary of the web page itself so if i go back to my google search results i see my title tag and i see the page that this particular listing belongs to and underneath that is where i can see my meta description so in this particular keyword query how to become a digital marketing specialist i see the meta description an ultimate guide on how to build a career in digital marketing and the skills required to become a digital marketing specialist note that it’s a well-written meta description within 155 characters and it includes the keyword digital marketing specialist so we’re trying to rank for how to become a digital marketing specialist and here you can see become a digital marketing specialist so there’s a lot of relevancy between not only the title tag and the keyword but the meta description and the keyword so when you’re optimizing a keyword you want to start with the title tag but you also want to update the meta description because if you don’t update the meta description and you leave the meta description blank then you’re leaving it to google to add in copy that they deem relevant and so for on-page seo we want to take control of the copy and we want to optimize it for the keywords we want to be found for so the meta description is a powerful tool at our disposal it gives us more characters to work with it gives us more to talk about so for that particular page and so if the title tag is only 60 characters maximum it’s not a lot of information to try and get somebody to click so the meta description helps us in identifying what that page is about in order to get the click so the two working in tandem will hopefully increase your click-through rates so when you’re found organically we want to get the click and then the third element that’s important is the url and url stands for uniform resource locator and why is the url so important because that’s what people see so if i go back to my search result how to become a digital marketing specialist notice that the url also includes how to become a digital marketing specialist article okay so it’s very relevant the url is very relevant one we can see it in the search results but two you know it’s relevant to the keyword query and that’s important for the end user and google google wants to know hey is this the page that’s relevant to the user’s query and if it is then this user is likely going to have a good x user experience after they click on the listing so the url is an element that helps not only with the click-through rate but with ranking and having a poor url structure doesn’t help at all because not only does google not recognize the url as being relevant but the end user may not want to click on that page given the the way the url looks so you want to try and avoid a poor url structure so the rule of thumb is this if you don’t understand what the url is then google is likely not going to understand what the url is and so we want to try and keep our url structures clean and when i say clean ideally you want to make sure that whatever keyword you’re trying to optimize that’s the keyword that’s included in the url nothing included that is not understandable so again going back to our example how to become a digital marketing specialist it’s very clean the title tag is the keyword the meta description is cleanly written has the keyword and then the url is the other element that the end user can see and that url includes the keyword in it so after we’ve done those three elements the title tag the meta description and the url then we want to start optimizing the page itself so ideally when we say optimize the page itself the page remember needs to be structured and when we say structured it needs to be structured in terms of you know headers and subheaders and organized in a manner in which the end user can read the article read the content clearly and concisely without being confused and so that’s the job of headers they add they add basically an organizational structure to the content and with headers there’s a hierarchy so you have anywhere from h1 which is the top of the hierarchy to an h6 and so you’re free to use any one of those headers when building out a page in order to organize the content but ideally you probably want to stick with an h1 or an h2 because those are at the top of the hierarchy and what those do is they actually stress to google that hey this header with this particular keyword in it is important so if you use an h6 with the keyword in it it’s telling google hey this is an h6 but it’s not as important so an h1 and an h2 tag show importance and so let’s look at an example of what that is so here you can see an h1 is going to be at the top of the hierarchy so that means it’s going to be bigger and bolder then you have an h2 which is going to be bigger and bolder than an h3 but not as big and bold as an h2 so with headers not only are you organizing the content accordingly but you’re also signaling to google how important that particular header is and of course the header needs to include the keyword we’re trying to rank for so let’s take a look again at that example so if we go to how to become a digital marketing specialist if i click on that page i can look at the content and i can see that there are headers in here so the headers are there to organize the content and that’s what we want we want to be able to organize the content and if you look at the other example i’m showing here how to become a digital marketing specialist a learning path explored you can see that’s an h1 but below it’s a subheader the growing digital marketing job market so that’s an h2 and so we’re not stressing to google that that’s more important than h1 but nonetheless we’re stressing at google that it’s important nonetheless so we want to be able to use headers we want to be able to use keywords in our headers in order to stress to google what’s important and also to organize the content because google likes content organized okay the next element we want to focus on is internal linking and so internal linking if you remember earlier in the presentation it’s basically links from one page on your website to another and so here we can see on this particular article how to become a digital marketing specialist there’s also links to other pages on simply learn’s website and so for this particular content it also links to seo specialist ppc specialist social media marketing specialist and digital marketing specialist so the whole idea behind internal linking is to link from one page to another where it’s relevant and in this case it’s relevant because we’re talking about how to become a digital marketing specialist that’s what the whole content is about and so what simply learns doing here is offering up other pages on their website that are relevant to becoming a digital marketing specialist and so this is a best practice when you’re optimizing a web page so you want to be able to have internal linking on your site and the whole idea behind internal linking is it also allows users to navigate through the site naturally so when i say naturally they don’t always have to refer back to the top navigation they can naturally and seamlessly go from one relevant article or page to another and so that’s the whole idea behind link building and internal link building it allows google to identify you know pages that they want to crawl and index because they’re linked to one another but it also helps the end user because it allows the end user to go from one page to another and it’s signaling to google hey this particular page is linked to this page so we’re going to also index that page and so that’s the whole important part of internal linking it’s about the end user experience and it’s about allowing google to find the pages on your website so they can crawl them and index them so you can be ranked for them and so also in addition to internal linking we want to be able to use natural language and so what do i mean by natural language or natural language processing so what google does is in terms of natural language processing they’re looking for the content and the keyword it needs to be relevant so when your website is about digital marketing you don’t necessarily want to rank or try to rank for the keyword digital marketing one it’s too broad two there might be some competition but three you’re probably not going to write something as broad like digital marketing so ideally what you want to do is you want to choose other relevant related keywords that’s going to be more natural and so that’s what we mean on natural language processing we want to choose keywords that are more natural to the content you’re writing so instead of the keyword digital marketing maybe we want to talk about the types of digital marketing or digital marketing examples or what is a digital marketing strategy or how to become a digital marketing specialist so those are all relevant keywords to digital marketing and more relevant to the content because if you try to rank for the keyword digital marketing again it’s probably going to be a little bit broad probably more competition and not as relevant to your content and as a result probably not a good user experience so think about some other keywords that you could optimize and rank for and that goes back to the keyword research that’s why the keyword research is so important because it allows us to identify other keywords and the natural language process what keywords are more relevant for the content and then another element on page seo is the sitemap and so with the sitemap it’s basically a list of all the pages on your website and the whole idea of listing all the pages on your website in one document is it helps both users and search engines understand the structure of your website so there are two types of sitemaps one is an html sitemap and that’s designed for humans so if you have a website with a lot of content at the footer or the bottom of your web page you probably want to have a link to sitemap so if somebody clicks on that site map they’re going to be able to see all the pages on your website structured in an organized manner well an xml sitemap and xml is just a different format it’s designed for crawlers and so the whole idea remember is google likes to crawl content when they crawl content they bring it back to their servers and index it and so we want to be able to create a sitemap for google or other search engine crawlers and so xml is the format so let me show you example of how that looks so if i go to simplylearn.com and simply type in say sitemap.xml just as an example i’m going to get this particular page and this particular page displays two xml sitemaps so these site maps are there for google to go ahead and crawl and nothing more than a list of all the pages on your website and so this is a quick and easy way for google to get a hold of all those pages so that they can index them and that’s the whole idea behind seo you want to be able to have google index all the content you want to be found for for the keywords you want to be found for so it all starts with the sitemap so let’s go from on-page seo which in recap is basically optimizing certain elements on your website so that you are relevant for a particular keyword and that meant updating the title tag the meta description the url the headers choosing the right keywords to put into the content having internal linking and also updating the sitemap well those are elements that you can do on your website so we’re going to switch gears and talk about a different strategy off-page seo because without on-page or off page you can’t have a page ranking so the two work together so you can do as much as you want on onpage but you still need off page seo and you could do all the off page seo you want but you still need on page so both of these strategies have to be in full effect in order for you to rank so let’s now switch gears to off-page seo and so off-page seo is simply the process of linking or promoting your website using link building and so if you remember i talked about this earlier on there’s two types of links internal and external linking and so for on-page seo we used internal linking for off-page seo we’re going to talk about external linking and external linking allows us to improve our website’s recognition or relevancy or credibility and why do we want to improve our relevancy and credibility and trustworthiness and authority because we want google to know that our web page is trustworthy it is recognized by other websites and it is relevant for a particular keyword and so if we can do that using off page seo methods then google’s going to rank our web page for the keyword we want to be found for so it’s really off-page seo synonymous with link building and there’s plenty of opportunities to do link building it just comes down to creating a strategy so again some of the benefits to off page well we talked about you know being credible and trustworthiness and relevant we need to do that in order to rank but there’s some other benefits there so if we have a link on another credible website then it’s likely going to increase the traffic to our own website it also creates high domain authority and so what i mean by high domain authority is if we have basically links to other web pages pointing back to us then basically our domain authority is going to improve and when our domain authority improves other websites are going to want to link to us so the higher authoritative we are for our website then other web pages are going to want to link to us and so the more external linking we have the higher the domain authority so it all starts with linking to other high domain authority websites so linking to a high domain authority website for example having a link on wikipedia that points back to our web page creates high domain authority for us and it helps drive traffic so some of the other benefits of off-page seo are credibility so if we’re linking from wikipedia to our web page it does create credibility for us it also helps us increase our page rank so remember that external linking helps build domain authority helps build credibility trustworthiness and it’s going to in turn help us rank for that particular page and then certainly not last having a good off-page seo link building strategy increases our brand awareness because if we’re on other high authority websites wikipedia or say a social platform it’s going to increase our brand awareness and increasing our brand awareness increases our trustworthiness and so if somebody is looking to say become a digital marketing specialist then likely instead of typing in digital marketing specialist on google they may type in our brand name in this case simply learn and so these are all the benefits to off page seo so it’s nothing more than having links on other websites that are pointing back to ours and again there’s lots of benefits it’s drives helps drive traffic and increases our authority so those are things that we want to take advantage of when we want to rank and the key behind off-page seo or link building is always going to be content so from an on-page seo perspective having quality content allows that content to be optimized for relevant keyword and ranked but also from an off-page seo strategy having high quality content allows us to have other sites and it doesn’t necessarily have to be a website it could be a social platform or can be another blogging platform or blogging website linked back to ours why because the content is original it’s natural it’s well structured it reads well and so that’s the whole idea behind off page you can’t have links on other websites if you don’t have quality content so one of the ideas behind off page seo is not only do you want to create good content but you probably want to spend a lot of time or a bit of time on others websites so remember the example i used earlier in this presentation about having an ice cream blog and ice cream recipes well it probably wouldn’t be a bad idea to say spend some time on other blogs related to desserts related to cakes related to food in general related to vegetables or other items that people could link from so the whole idea is understanding who else is out there who has relevant content that you could share so you could share your content with them they can share their content with you and generally that’s how it works naturally anyway in the web sphere if somebody likes your content they’re going to link to it they don’t necessarily have to wait for you to ask them but it might not be a bad idea to understand who else is out there that has content similar to yours so that you can you know get a link on that particular website or blog post and so some other ideas behind having external links pointing back to your website is social media so social media is not just facebook or twitter but it expands beyond that there’s there’s core there’s medium there’s all sorts of content generated websites like reddit so the list goes on and on you just need to find what’s relevant for your content if it’s relevant for your content then it’s worth putting or trying to get the external link on that social media platform and then again going back to my ice cream blog recipes blog post yeah if you find a particular blog that you want to have an external link on there’s nothing wrong with reaching out to that particular blogger you know in some cases very flattering but in other cases if the content is relevant then why not it’s only going to help your end user experience if you add somebody who has a say a blog about cakes having their link on your blog post so there’s nothing wrong with it because it also adds to the user experience and if you’re going to ask somebody to put an external link on theirs you might want to be open-minded and make sure that you’re are able and willing to put an external link on your blog post or website pointing to their content that’s how the web works especially if the contents are quality relevant and of good nature okay so let’s move on and finish up with the do’s and don’ts of seo so we talked a lot about why seo what is seo you know how do we rank for seo what is on page seo what is off page seo and so let’s just wrap up with some of the things you again want to do to rank your page for a particular keyword and some of the things you don’t want to do so the first thing on the list is optimize for white hat techniques and what i mean for opting in for white hat techniques is basically everything i just mentioned today you want to do keyword research you want to choose a natural language processing form format so you could choose keywords that are going to be relevant natural to the content and you don’t want to opt for black cat techniques and black hat techniques are probably not even worth going into detail but one example is choosing a keyword arbitrarily like say digital marketing and just stuffing that keyword into the content so that’s probably not something you want to do because again it’s not going to be good for the end user so stay away from black hat and focus on some of the techniques we talked about in today’s presentation the other do we want to do is get backlinks from relevant sites so that’s off-page seo again it’s what i mentioned earlier it’s about linking your quality content to another person’s website that also has quality content we don’t want to have a backlink from an irrelevant site why because it’s not going to be relevant and it’s also going to hurt our authority because if it’s on a site that’s not of good quality then google is going to look at us and say well this site is linking to your site but it’s not relevant so therefore you know we’re not going to look at you in the same way as if you were on a quality website we do want to use our keywords naturally because title tags are what people see first on organic search but you don’t want to use the same title tag on every page of your website so we want to stay away from doing that so you want to have a unique title tag for every web page on your website and ideally what does that mean that means using our keyword research to choose one of two keywords per page and optimizing your web page for those one to two keywords so you ideally what you want to do is have one to two different keywords for every page on your website we definitely definitely definitely want to write engaging content so the content should be engaging remember user experience we want users to stay on our website we want them to enjoy the content that they’re reading and we want them to go from one page to another naturally we definitely don’t want to leverage or plagiarize or just copy content from others websites because it’s not one probably going to be relevant to what you’re writing about two it’s duplicate content and it’s somebody else’s so that’s a black cat technique we want to stay away from i can’t emphasize this enough we need to do keyword research first before you do anything else you need to find relevant keywords and not only that you need to understand the volume and the competition for each of those keywords okay you don’t want to choose a keyword that has low volume high competition you want to choose a keyword that has high volume low competition but above all you want to choose keywords that are relevant to your content we want to avoid keyword stuffing so don’t take a keyword and just stuff it everywhere on the page it’s not going to be natural and google’s going to be able to pick up on that so we want to maintain some level of quality with our content and quality with the keywords that we choose so reminder when you have quality content it’s always going to link internally to another page on your website with quality content but it’s got to be natural and don’t just build site-wide backlinks meaning don’t just have an internal link to the home page or don’t have every page on your website linking to just one page so internal linking should be natural naturally linking from one page to another not only does it help google understand and crawl all the web pages on your website but it’s good for the end user it’s good user experience and certainly last but something i didn’t talk about does take time to rank your content so remember the process you’re going to write your content you’re going to choose keywords you’re going to change the elements on that page for those keywords and all the while you’re going to make sure google can crawl that content and when they crawl they’re going to index it the process takes time especially if you choose a keyword that’s competitive so just be patient if you have quality content and you’ve optimized for on-page seo and off-page seo then you will rank for that keyword and then make sure your website’s user-friendly and mobile friendly so we talked about responsive content earlier so remember most users today start the process of search on mobile so we want to make sure your websites are mobile friendly search engine optimization starts with the keyword because we want to be found for relevant keywords and so the first step and search engine optimization is always going to be keyword research so it is the most important step and so what is keyword research all about well it’s a process of identifying keywords we want to be found for on the search engines so millions of people use search engines on a daily basis we want to be found for those keywords that people type in that are relevant to the content we want to be found so going back to the italian restaurant example if we’re writing a blog post about italian restaurants if somebody types in the best italian restaurants or italian restaurants in a specific city we want to be found for that content if it’s relevant to what we wrote about so keyword research should be done based on two factors really it’s fact based on the factor of how much traffic or volume a particular search engine query has and it’s based on competition and really the underlying factor here is that all keywords in your keyword research should be relevant so you need to understand what those keywords are so are they relevant to the content that you want to be found for if they are then really the two factors you want to look for is the volume how much volume or traffic each keyword has associated with it and then the competition how many other websites are trying to be found for the same keyword so those are the factors involved with keyword research you always want to choose relevant keywords and then once you find or choose those relevant keywords you want to be able to find out exactly how much volume and how much competition is associated with each of those keywords and so when you look at keywords you’re always going to choose relevant keywords but there are two types of keywords there are short tail keywords and they are long tail keywords and we’re going to talk about both of these here so let’s start with short tail keywords so short tail keywords are generic keywords generally they’re less than three words in a keyword phrase for example italian restaurants so short tail keywords generally have very high search volume that means that if somebody types in italian restaurants then there’s going to be a large amount of volume with that meaning that generally a lot of people type in the keyword italian restaurants however with high volume always comes high competition so if you want to be found for italian restaurants know that if you are ranked number one or number two or even on page one of google you’re going to get a lot of traffic however to get to page one of google or even position one or two it’s going to take you a while because they’re probably a lot of websites who are in front of you who want to be ranked and found for the same keyword so the whole idea with short tail keywords is it’s a lot of visibility it’s a lot of traffic a lot of volume but also a lot of competition and generally the underlying factor here is that if you are ranked for a very broad or short tail keyword like italian restaurants then chances are it’s not going to be as relevant so if you get the traffic to your website then chances are the conversion’s not necessarily going to happen because we don’t necessarily know the mindset of somebody typing in a very short tail generic keyword like italian restaurants they could be doing research on italian restaurants they could be a chef who’s trying to get recipes for italian food it could be a tourist looking for italian restaurants in a different city or it could be a person just looking for italian restaurants near their location or where they’re living and so there’s a lot of different factors with short tail keywords so you just don’t know because it’s so generic and because it’s so generic if you do get the traffic for that generic keyword then the chances of the conversion are going to be lower than say if it’s a more specific relevant keyword so let’s take an example of a short tail keyword let’s just stick with italian restaurants so i’m going to go to a tool called moz and while moz has a tool called the keyword explorer and within moz so if you go to moz.com and then use the keyword explorer you can get an idea of how much volume and competition are associated with a particular keyword so in this example we’re using italian restaurants it’s a very broad keyword we could see that the monthly volume is between 70 000 and 118 000 per month okay so that means for a particular keyword in the united states on a search engine you’re going to get about 70 000 to 118 000 people who type in that keyword and so if we were to look at the difficulty of that keyword you could see that it’s fairly difficult because out of 1 to 100 it’s got to score 43 so it’s fairly difficult however if you notice the click-through rate is very high so moz estimates that we’ll have a 40 organic click-through rate for that keyword if we’re ranked for it so if it’s relevant to us and we want to get some visibility to our site then yeah we want to use that generic short tail keyword however if we’re interested in conversions then we really want to turn our attention to longer tail keywords however if you want the visibility then you want to use short tail keywords if you want the conversion then you want to switch over to longer tail keywords so longer tail keywords are more specific they usually consist of more than three keywords so tie in restaurants very generic if we add a few more keywords that keyword phrase it then becomes longer tail so compared to short tail keywords longer tail keywords are generally less competitive and the search volume is not as high case and points if we go back to moz and then we look at the keyword explorer and we’d actually type in italian restaurants and let’s just say orlando florida moz is going to generate some monthly volume for us and they’re going to allow us to understand how difficult that keyword is and so here you can see very very little search volume in fact so little volume there’s 11 to 50 okay so that means on average that this keyword generates 11 to 50 queries a month so very low compared to our short tail keyword italian restaurants the difficulty here didn’t necessarily lessen but it is less uh competitive so if you’re interested in conversions and you have an italian restaurant in say orlando florida then this is the keyword you may want to use so there’s a trade-off between longer tail and shorter tail but when visitors land from longer tail keywords they’re usually ready to make a purchase they’re usually more specific intent there’s more intent involved with a longer tail keyword so best restaurants in a time in florida branded shoes in florida something very specific is going to generate probably a higher conversion rate than something more generic so that’s the trade-off and so when to use long-tail keywords well we want to use long-tail keywords and for targeting pages with a product or specific article so if we’re interested in that particular conversion then longer tail keywords are likely more the way we want to go versus something more generic which means if you’re using a generic shorter tail keyword you’re more interested in the visibility and the traffic not necessarily the conversion when you’re setting up your brand and you need to make sure it reaches the right audience and provide the best results there’s really only one place to turn to it’s one of the largest online advertising platforms really in the world and that’s on google and so today we’re going to talk about how to advertise on google and let’s get right to it and talk about google ads and its effect with advertising so we’re gonna start out with what are google ads well google ads used to be called google adwords and it’s been around a good while almost 20 years now so really google has grown at a really rapid pace it’s become one of google’s main sources of revenue uh you could say probably in the 90 percentile of its revenue comes from google ads and when we say google ads we mean people who pay for advertising on google.com so google ads really what it does is it provides services that fall under the category of ppc which stands for pay-per-click you a also may hear google ads or ppc referred to as cost per click or cpc or sponsored search really what it comes down to it’s a model so when you advertise on google.com and somebody clicks on your ad basically you’re paying google for they click okay so it’s just really a business model where an advertiser pays google to have their advertisement on google.com but they only pay google when they get the click so that’s really in a nutshell how it works for advertisers if i want to advertise my business i can go to google ads and say google place my ad on google.com and then my ad does get shown on google.com somebody clicks on it it’s just as simple as i pay google a fee so google ads is just an online advertising platform developed by google with which advertisers can pay to display ads they can offer up their services there’s video involved there’s obviously mobile’s involved so you got all the necessary devices and platforms available in google’s ecosystem so for example if i go to google search even if i type in you know what is google ads here i could see a total of 1.8 billion results for what are google ads as my search query so in search you got a lot of different things going on here you have organic results you have videos that are being pulled from youtube you got a knowledge graph here you got feature snippets you got an organic listing but really at the top this is what we’re going to focus on today we’re going to talk about sponsored search so you can see here for this particular keyword query that i typed in what are google ads really two sponsored search or pay-per-click ads appeared now if i happen to click on any one of these two and go to that particular advertisements website they’re gonna pay google a specific cost per click so that’s how it looks on google.com it really depends on your query and what ads show up but the great thing about your google ads is they make it known for the user who’s doing

the search query what the ad is so here i can easily pick out what’s an ad a sponsored search or pay-per-click ad and what’s not because if it’s a pay-per-click ad or an advertiser advertising on google.com i’m going to be able to see this little box here that says add next to the listing and so by displaying that little logo their ad it’s letting the end user know the person who’s searching know that hey this is an advertiser who is advertising their product or service on google.com okay so that’s how you can differentiate between paid search and organic search organic search here or even down here doesn’t have that little ad box next to the listing so you know if it doesn’t have the little ad box you know it’s a paid search ad now why do we want to advertise on google ads because it increases visibility to high quality audience so what i mean by that is you know search is really a great place to advertise because you’re meeting the consumer halfway meaning somebody’s typing something in and your ad is there to help them find what they’re looking for so google ads advertises your product or service to the relevant audience to ensure the users perform the action required of them so it’s really a great way to get quality audience to your website because if somebody types in something and you happen to offer what they’re looking for basically your ad is going to show up somebody clicks on it you pay google for the click and you get quality traffic in return so the other great benefit to being on google ads is increases brand awareness so it’s a great way to get your product and brand out there google has a vast network uh also known as the display network but even on google.com the search network itself the search engine itself millions of people use it every day in fact here in the united states it’s been said or studied that you know people over the age of 18 use search at least once a day at least once a day here in the united states so you can figure that’s millions and millions of people so it’s a great way to get your brand in front of a large captive audience okay so top of mind awareness refers to a brand of product being the first one that comes to a customer’s mind when thinking about a particular industry or category so it really does provide top of mind awareness another benefit to being on google ads is retargeting so when we say the word retargeting in marketing that means you know showing our ad to somebody who’s already been to our website so we can use google’s display network or we can run remarketing lists for search ads right on google.com to ensure that we’re targeting those folks who have already been to our website and have not performed a function that we want them to perform such as converting or buying something or downloading something or subscribing to a newsletter or visiting a certain page okay so if somebody doesn’t do what we want them to do it’s okay maybe they’re ready to commit to our product or service and that’s why google offers up retargeting so it allows us to reach that audience a second time so they’re going to be familiar with their product they’re going to be familiar with their website because they’ve been there and so we can offer up a very unique specific ad to that audience so that’s a really good benefit to being on google ads so some other benefits here increased intelligence so you know we can certainly get data about who is coming to our audience so we can look at what device what you know browser etc so we can really gain some information about who’s coming to the website we could certainly measure our performance so with google we’re paying cost per click and so based on that model you know we can certainly measure what keywords what ads are generating traffic to the website and how much we’re paying for that okay and if that traffic turns out to be a lead we can measure that against that specific keyword or ad or campaign so we can certainly measure our performance all the way down the keyboard level and can we can measure up against how many conversions or what we’re paying for those conversions so google ads is a very highly quantitative approach to advertising because there’s lots of numbers involved and you’re constantly collecting information about your advertising on google.com and its network and another benefit really is its high flexibility so google ads has a number of different options so we can customize our ads based on an audience based on a keyword based on a specific website based on retargeting so we really have a lot of options not to mention the number of options in terms of the ad format text ads dynamic responsive ads video ads display ads so google ads has very flexible options in terms of advertising and we’re going to talk about some of those as we move along here today so another big benefit here and this is what i always suggest is if you’re not ranking organically then you might want to consider google ads because as we shown here in our example if i go back to our example a couple minutes ago you know if you want to bid on the keyword what are google ads why would you bid on that well it’s relevant to your business maybe you’re in the digital marketing industry and you want to help folks who need help and advertising on google ads but what if you want to be found for that organically well if you’re not found for it organically then you can bid on it so it definitely is a good option if you’re not ranking for a particular keyword organically so it serves as almost an option i always say that you know search is like a fruit bowl okay you have apples and oranges in that fruit bowl well the orange is organic search and the apple is paid search they’re different approaches but they share the same fruit bowl the same real estate so you can really really help yourself by using google ads to complement what you’re doing organically so if you’re not ranked organically for keyword you can certainly use google ads if you are ranked for specific keywords and it’s a highly competitive industry then you can use google ads to help you leverage the amount of clicks you get from that ad so it’s okay to be organically listed and have a paid search listing at the same time so if we go back to our example here we could see wordstream.com has a paid ad and here we can see just two spots below organically they’re showing up with an organic listing so you could certainly be in both positions to try and maximize your clicks so it’s definitely a good strategy to run with google ads on top of everything we mentioned in terms of measurement flexibility google ads does offer up a really good incentive to advertise and let’s not lose focus that again search is really the only medium in which you’re meeting somebody halfway based on what they’re looking for and when i say halfway meaning your ad is going to appear for somebody who’s looking for something whether that be food a cafe a plumber a doctor or directions search is there to serve that that person needs there’s no other advertisement platform or another channel out there in terms of advertising that reacts the same way whether that be tv or radio or email marketing or affiliate marketing search is unique in that regard so search engine results pages are the pages that are displayed by search engines in response to an ad so that’s serp and so you could certainly you know be listed in the serps or also known as organic search but the great thing is google ads is there to help you get your brand or product in front of that user looking for a specific need or service so let’s shift focus now and talk about the various formats in google ads on google search we have text ads so text ads are the only ad format on google search and so here you can see in this example you have a headline so not only do you have one headline you have three headlines in one ad so jbl headphones one headline wide range of headphones second headline amazon.in third headline so you have three headlines and the great thing about google ads with with this text format is that you can have up to two descriptions of 90 characters so the headlines are up to 30 characters the descriptions are up to 90 characters and so you can really write some specific information about your ad about your product about your service okay and the ad is also going to contain what we call ad extensions so here you can see shop by category in-ear headphones on-ear headphones those are all site link extensions meaning they’re going to link to something on your website and so the purpose of the extension is to help get the click so the reason why you’re running google ads is to get the click you want to generate the click you want to get that traffic to your website so by writing three headlines and writing to description lines and adding extensions to your ad i’ll help you get that click yes you’re gonna pay google for the click but that’s the whole purpose is to generate the click from search because remember search is there to respond to somebody’s need or query and so if you get the click on your ad chances are it’s going to be a highly relevant visitor to your website so google offers up a lot of opportunity for you to write a lot of information in your text ad on google for google.com so google also has other formats and so they also have responsive display ads so when we say responsive we mean google can serve up a specific image from your website based on what somebody’s looking for based on the page that they went to so these ads are responsive they adjust their size appearance and format depending on the space available so responsive can also be text text and or image and so the whole point of response is if you have a large website let’s just say with a lot of different products and categories like amazon well it’s hard to write static ads for thousands of particular categories and products so why not let google do the heavy lifting why not let google serve up the images and ads based on what somebody looked at on your website and so that’s the whole idea behind responsive ads is it allows google to you know show the particular ad that’s most relevant to that user so it’s a really a great option when you’re advertising on google you have image ads as well so image ads are as we mentioned part of responsive or they can just be static and so here you can see an example from slack okay you can see just an image app but the great thing about image ads is you have a lot of different size options so 468 by 60 250 by 250 160 by 600 all these are pixel sizes so you have a lot of different size variations when you run image ads okay so you don’t have to run a small image ad let’s just say in comparison to facebook where you have a thumbnail okay and one size for a particular image ad on facebook first says google you have multiple multiple sizes that you can choose from in terms of running image ads so image ads are really a great option if you’re going to advertise on google okay you also have app promotional ads these ads are used to drive app downloads and engagement so here you can see an example for uber so that’s another option too if you have an app and you really want to drive engagement for that app and then you also have video so google owns youtube so you can run advertisements video advertisements on youtube so they could be standalone or they can be inserted into other streaming video content as say pre-roll meaning people are going to look at your ad before actually watching the actual video they went to youtube for so you have a lot of different options with video advertisements on youtube so the other ad format you have on google are shopping ads and shopping ads are really a great way to get your product in front of the right user so somebody’s looking for shoes or running shoes it’s an opportunity for you to run shopping ads so you could put that particular shoe with a description with the price with your brand name in front of that user and so with a cost per click model if a user clicks on your shopping ad then chances are they’re probably going to convert because they could see the product they could see the price they could see the product name they can see the brand and so it’s an opportunity for you to really drive high quality traffic to your site with the opportunity to convert somebody at a very high rate so shopping ads are really good because it prevents unwanted clicks if somebody clicks on that ad they’re definitely interested so let’s take a look on search to see how that looks so if i go to google search and i just type in running shoes so my search results are going to list not only some paid ads but a lot of different options on shopping ads so here i could certainly scroll around and see all the different brand names i could see the price point if i hover over it i can actually see you know some other information about it like reviews return policy so if i actually click on this ad chances are i’m going to buy it otherwise why would i click on the ad as an end user and so that’s the great thing about shopping ads it gives you the advertiser an opportunity to really get your products in front of people who are looking for your product or service and given that you’re listing the price if they like the price and they click on your ad they’re probably going to go ahead and follow through with the conversion so it doesn’t necessarily have to be running shoes it could be anything that you have to offer a user so running shopping ads on google is a good strategy if you have products okay so you can showcase these these shopping ads on google search by certainly really giving google access to your product inventory connecting in some reviews connecting in some information connecting in the pricing points and voila it’s really very fairly easy to set up google shopping ads within google search and the great thing about shopping ads is it also appears under images and also pairs under shopping so if i’m on google search you know i can go to shopping or i can go to images and i’ll see those same image ads show up here at the top and i will certainly see those under shopping as well so shopping ads allow you to really showcase your products on google search to those looking for that particular product so it’s really a great option with google you also have call ads so when we say call ads really call only ads are great for mobile so when you run advertisements on google if you have a phone number associated with your business you can certainly add that phone number to the ad so if somebody’s searching on their mobile device and your ad is displayed along with your number they click on your number they’re actually going to call your business and google can track that they can track how many people click on your number and even turn that into a conversion for you so if you have a phone number associated with your business it’s wise to go ahead and set up you know what we call a call extension as part of the ad because if somebody sees that ad with that phone number on mobile it allows them to easily just click on the number and call your business and so google can track calls as well so keep that in mind if you have a phone number and you want to associate that phone number with an ad okay so let’s move over to where is google showing your ads i showed you an example of google search so we looked at text ads we looked at shopping ads on google search network so google search network really allows you to advertise on google search so with google search if i go back to google search and i go to all i typed in running shoes okay here i can see shopping ads here i can see a couple of text ads so you have the opportunity if you’re running only text ads to show at the top and if you’re not at the top then google will place you at the bottom so it really depends on the keyword that somebody’s querying in google search so it really depends on how many people are advertising and so what google does if i didn’t have any shopping ads here google will list a maximum of four text ads at the top and at the bottom any other ads that weren’t shown at the top will get placed at the bottom so ideally if you’re running text ads on google you want to make sure you’re always at the top and i would say between positions one and three you always want to make sure you’re at the top okay so you can certainly measure that remember google had has measured performance so you can measure everything about your ad so if you’re going to advertise on google with a text ad you want to make sure you’re always at the top so let’s have a look at the different types of search networks that google ads is affiliated with so the first is google search okay so let’s focus on google search and so basically when we say google search or search sites we really mean google.com or all google search engines for that matter so if you want to advertise to a mass audience you want to probably start with google.com because again millions of people use it on a daily basis and so if you’re advertising on google.com your ads will appear basically below or above the search results on a google search so if somebody searches for something depending on the search query they’re going to see results now depending on the device also so they could be on mobile or on desktop they could see sponsored ads or paid ads they could see local listings and they could see organic search results so for example this is what an ad would look like so let me show you what that looks like on google search so if we go for example to google.com and type in the keyword classes on digital marketing we could see some search ads here these ads appear above some featured snippets and the organic search results okay so depending on a lot of different factors again i’ve mentioned this throughout the webinar there are a lot of factors in showing up in the top position second position third position and so forth okay if i scroll all the way to the bottom you may even see ads down here depending on how many people are actually bidding on the keyword phrase classes on digital marketing so we could see simply learn here in the second position why because again i can see the logo add here okay so i can see simply learn using three headlines i can see simply learn using there are two description lines here and i can see simply learn using some other extensions with the ad now all of this is geared towards getting the click so when you’re on google search the whole idea is somebody’s looking for something you’re offering that up and so it doesn’t even matter if you’re in the top position ideally you want to be in these top three positions in order to get the click okay so that’s the whole idea behind being on google search if you’re on google search you have the opportunity to be at the very top of the search result or in the top three above local listings and above organic results now if i change my search query and typed in coffee in san francisco my search results are going to be completely different i’m going to see local listings here okay so this is tied to google my business not google ads okay so this is completely different so don’t don’t mix this up with running ads on google search so google my business is tied to local listings or google maps and again with desktop which is what i’m showing you the search result on you’re going to see likely google local listings above organic results okay and if i go back to my previous query of classes on digital marketing i’m going to be able to see paid search results above local and organic listings so in other words if you’re running ads ads are going to trump any other type of results on google search if you can be in positions one through three now in addition to google.com google also has something called google search partners so if you set up an account and you set up a campaign in google ads you have the option to choose google search as your network and then as an alternative or an additional option you can advertise on google search partners sites and so some of their search partners can range so basically these are sites that have partnered up with google that’s allowing google to show ads on their site so the sites can range anywhere between youtube to amazon to new york times let’s take a look at an example it could even be another search engine so if i go to say ask.com and type in classes on digital marketing it’s a completely different search engine but i can see the same ad for simply learn so i can see same i could see a different headline here actually but i could see the description and i could see some site link extensions and so notice the ad is still at the top in this case it’s in position one and i can see multiple companies running advertisements why because they could see ad next to it and i could see those over over organic listings so these are google search partner listings so you can opt in to be on other partner sites that google or other sites that google has partnered up with so you have options outside of google search and that option is display network so display network allows you to advertise elsewhere which is outside of google search and if you’re going to advertise on google’s display network you have more ad formats available to you including image and including a video for example your ad can be found on a specific website if you choose to advertise on the new yorktimes.com or webmd or marriott.com you could certainly do that okay you just need to tell google hey this is the site i want to advertise on so some of the advantages of being on the display network so if you don’t want to advertise on google search okay google.com you can certainly go to display and on the display if you’re running display ads or or even video ads you’re going to grab the attention of potential customers because of the format of the ad okay so putting your ads in front of people early on in the buying cycle can have a very positive effect so you’re basically reaching out to a large number of people on google’s display network and giving them an opportunity to see who you are as a brand and giving them an opportunity to see what your product is all about so for me the display network is a good opportunity to get your product and service in front of a lot of people because the way the display network works is it’s a millions of websites who want to have advertising on their site and so you can really pick and choose a specific site where your audience is going to be and get your ad in front of that audience so you can really retarget to potential customers so retargeting as we said earlier is really reaching out to people who have already been to your website and didn’t perform a particular function that you wanted them to perform meaning somebody came to your website from paid search on google.com and they went to page a and then they left so you really wanted them to go to page b add a product to a shopping cart and check out and purchase that product however if they didn’t do that you could certainly run ads knowing that they’ve been to page a and page b and you can offer up that specific ad to that person who’s been to your website and so that’s what retargeting really is all about and you can retarget on google’s display network so remarketing your product to people who previously visited your your website or even your app allows you to really get your ad in front of a qualified audience and so you could take advantage of analytics so google’s ads has all the information you need so let’s actually take a look at some of these options in google ads for the display network so if i actually go to google ads and i actually go to display campaigns i can see i have a lot of different options available to me so if i click on keywords for example okay i can choose keywords for my display campaign so what google does if you choose keywords basically what they’re doing is they’re going to contextually place your ad based on the keyword okay so that’s an option for you if you’re not sure what websites to be on with the display network you can certainly just add keywords and based on those keywords google will place your ad on websites that they deem relevant to the keywords you choose so you can also choose demographics so on the splake network you can say hey google i only want to advertise to say 18 to 24 year olds or 25 to 34 year olds and so based on that google is going to place your ads on websites related to that age demographic you’re interested in on the display network you can also choose topics so if there’s a specific topic that you want your ad to be associated with you can certainly do that so google has a number of different topics at their disposal so here if i just choose a particular ad group now i have specific topics that i can choose from arts and entertainment food and drink to news to pets and animals and so under each one of these topics i can get really specific so if i go under science i can see subcategories under the topic science i can see chemistry and physics and scientific institutions and equipment so i can really pick and choose specific topics where i want my ads to be shown as i mentioned already you can pick and choose specific placements okay so if you have a specific website that you want your ad to be shown on you can certainly let google know okay you can also advertise on gmail you can also advertise on youtube so you can really pick and choose where you want your ads to be shown so you have all these different options available to you to me one of the best options for advertising on the display network because when you tell google you have a specific audience you want to target and that audience could be somebody who went to a specific page or somebody who went to your website and didn’t convert you can associate that audience with the campaign and when you associate that audience with a campaign you can retarget them with an ad so the display campaign is very powerful with google because you have all these different options available to you so with google ads you can also determine how well you’re reaching your goals which websites you’re running your ads on which ads are bringing in clicks and which site gives you maximum value for the minimum cost so you can see all that in google ads so when i actually pick and choose how i want to target i can certainly measure that so for example audiences or demographics for example if i go back to demographics i have all this data that google’s collected on my advertising so i can see for example by age range based on my campaign how many clicks how many impressions impressions are how many times my ads been seen click-through rate meaning the rate at which people see my ad and are clicking on my ad how much i’m paying per click cpc is cost per click total cost and conversions how many conversions am i getting so i could see all this data available to me in google ads so it’s a very powerful platform for measuring performance imagine it’s the year 2004. this is phil phil’s looking to release a book and set up a blog he’s sure that he’d be successful but he’s only worried about one thing he doesn’t know how to ensure that his book reaches the right target audience who could enjoy his book during that period of time however there were only a few forms of advertisement available like print ads billboards radio direct mail direct sales and the television all of these options were pretty expensive their effectiveness couldn’t be accurately determined and they didn’t let him advertise his content to the appropriate audience phil’s book would never find the audience it deserved now let’s have a look at the same scenario in the present day alongside traditional forms of advertising phil would have access to digital marketing a form of marketing that’s a lot more lucrative inexpensive and configurable marketing that would enable marketers to advertise their audience digitally using channels like search engines websites social media platforms emails etc among these types social media marketing cot fields eye social media marketing would give phil the opportunity to take advantage of social media platforms to advertise his content to a highly targeted audience it would help more people learn about his book increase the interaction with his audience it’s relatively inexpensive unless he goes into advertising and will help him get marketplace insights that might help in understanding his audience preferences better phil started by taking up a certification to learn about social media marketing since he was already familiar with the concept of social media marketing his next step was to learn about the different types of content he could post on social media some of the most common forms of content that phil could post would be images text posts polls and videos but over time phil began to notice that not a lot of people were being exposed to his content phil needed to advertise his content for that he would need to use the advertising options provided by the social media platforms like facebook instagram youtube linkedin and twitter most advertising platforms offer users with a number of different options like image ads these ads involve the use of single or multiple images that are attractive and have the optimal amount of text they also have a call to action that encourages user interaction bill could use images from his book advertise websites that sell his book and more then there are text and post ads these ads could advertise posts or excerpts from phil’s blog or his book further garnering interest from an interesting audience he could also use video ads phil could use video ads that feature favorable reviews and customer testimonials to advertise his books phil could also use lead ads through which he could collect information from users who are interested in a weekly newsletter or regular updates from his blog but that wasn’t the only thing phil could do with social media platforms he could create a brand for himself and drive audience interest to it engage with them create an identity engage with content finding content that works for him social media platforms also allowed him the opportunity to target audiences based on demographics like their age location gender and much more and in time phil began to see an increase in the number of viewers coming to his social media page and by extension his blog he also saw an increase in the number of people who bought his book greatly increasing his audience here are some things he learned one to set goals that were quantitative smart and follow a constant deadline two to understand his audience by engaging and connecting with them three to set up a social media calendar to plan competitions polls surveys videos and more four using tools like buzzsumo ifttt buffer and more for lead generation creating email lists setting buyer personas and more 5. to perform visual storytelling with the help of images and videos but how did phil get so good at social media marketing phil had taken up simplylearn’s digital marketing course it was thanks to this course that phil had the skills and training to get good at social media marketing and now you can too by clicking on the top right corner and with that we’ve given you an introduction to all the major concepts of social media marketing the world we live in now it’s highly digital place but that wasn’t always the case until four years ago so if we rewind letting people know about your products was a little harder then so even if you go back say five or ten years promoting your products wasn’t as easy as it is today i mean people had to resort to you know good old-fashioned newspapers putting in an ad or those big thick books called the yellow pages that usually sat in your closet and wait a ton i mean those were the ways to get your product and message out there a lot of advertising in those yellow pages then you have billboards you know driving down the highway you see that billboard on the side of the road you wonder who are those people that are actually advertising this stuff of course you have television that’s been around for decades a good source of advertising but costly and then facts facts ads uncommonly known way to advertise by the way who has faxes now but people did advertise vfx just a few decades ago so these were all the ways in which people had to get their product and service out there it seems like so archaic looking at it now but back then that was legitimate that was the way to do it and then one thing made our lives a lot easier so if you’re a marketer you’re thinking yourself man i’m glad i’m a marketer in today’s day and age because it’s social media marketing social media marketing has made everyone’s lives better from the company that’s selling the product or service to the marketer promoting the product and service to the end user who wants to see that product or service that engages that product or service so social media is a good source of getting your product and service out there and it just makes everybody’s lives a heck of a lot easier so we’re gonna answer that million dollar question and what’s that million dollar question it’s how can you rise above the rest and so today’s session is going to be how to start with social media marketing so you can rise above the rest leveraging this great platform that we all take advantage of today so let’s start by asking the question what is social media marketing social media marketing involves increasing website traffic it centers around engagement it offers you the ability to increase your brand awareness and it has other marketing goals you know so you can create various forms of content for different social media platforms so that’s really in a nutshell with social media marketing so again if we want to increase our traffic or we want to increase our engagement like likes or comments then look no further than social media marketing if we want to engage with our users our customers our potential and prospective customers we can really put a personalized experience in place using social media marketing we want to create different forms of content like videos and blogs and infographics and other types of graphics with the potential to actually go viral and what we mean by viral is spreading like wildfire one user sending it to another as rapidly as can be and before you know it you get you know millions of views and millions of likes i mean that’s the power of social media marketing so why do we want to do social media marketing and i think we just answered some of those questions but let’s dig a little bit deeper we mentioned in our definition of social media marketing that we have the opportunity to really build our brand awareness and that is no more truthful than with social media marketing more so than any other digital marketing channel social media marketing allows us to really put our brand in a good light in a good position in front of the right eyeballs so it allows us to really improve our brand by pushing out the appropriate content in front of the appropriate people social media is a great channel for that we can look to conversion rates so if we are pushing a product and service in front of the right eyeballs and we are building up a funnel of prospective customers who then turn into customers who then turn into loyal customers who then turn into lifetime customers we could see it every step in the process that our conversion rates may increase we can certainly leverage social media marketing for seo for search engine rankings it’s about off-page seo it’s about posting content on social media platforms to build up some link juice okay so there is some inherent benefits to working seo and social media side by side it’s cost effective well if you’re posting content on twitter or facebook it doesn’t cost you anything it just takes a little bit of time and creativity now if you want to go ahead and do some advertising on these platforms yes it’s going to cost you but you’d be surprised not going to be as costly as say other search platforms like say google or bing where you’re actually paying for keywords and paying per click for those keywords so social media marketing can be very cost effective and then increase top funnel traffic so it goes all the way back to brand experience and brand awareness if you’re putting yourself in position to get seen by your target audience okay your target audience goes from seeing your brand for the first time to getting to know your brand a little bit more to maybe buying a product or service from your brand then returning to buy another product and service and then continuing to buy that product or service i mean that’s increasing the top funnel traffic and not just the traffic but the conversions so at every step in the process social media allows you to build that funnel depending on where somebody is whether they’re seeing your brand for the first time or actually returning to purchase the product or service again so that’s the inherent benefit these are the inherent benefits of social media marketing today we are going to talk about all the different ads that facebook has to offer so introduced back in 2007 the facebook ads platform has grown tremendously over the last few years almost four billion dollars of revenue in one year so what does that mean that means there’s a lot of advertisers why is there a lot of advertisers because a lot of people use facebook it’s a popular platform so not only is it popular but it’s popular with advertisers because if you’re advertising on facebook you have the opportunity to share your product and your brand with users who you think are going to buy your product or associate with your brand and on facebook you can do that a number of different ways specifically in somebody’s news feed and specifically that person’s news feed that again is interested potentially interested in your brand your product so there’s a lot of ways to advertise and a lot of reasons why you want to advertise so i just mentioned one of the reasons hey it’s an opportunity for you to reach out to people who are targeted who are specific to your product and your brand so not only that but you combine that target audience with the amount of time that people spend on facebook okay people spend a lot of time on facebook in fact not only do people spend a lot of time on facebook there’s a lot of people on facebook in fact 2.27 billion in the third quarter of 2018 and so when we say spend a lot of time we mean going to that facebook profile at least once a day okay so a lot of eyeballs throughout the day checking their news feed on facebook facebook also enables you the advertiser to find the perfect audience and so that’s the great combination a lot of people on facebook and targeted audience so it’s a platform that allows you to put your product in front of people based on specific interest specific demographics specific location so you’re really really putting your product out in front of the right people at the right time and so the other positive and pro about facebook is it’s lesser spend greater reach and what do we mean by that well traditionally facebook is a little bit cheaper than other online advertising models it is definitely a lot cheaper than your traditional advertising models and facebook has been known to have good return on investment because it’s cost a little bit less than other advertising models and other advertising platforms so that’s the other benefit to being on facebook so if you’re into building a brand you want to be on facebook why because it helps you increase your brand awareness it’s going to help you allow users to know what your brand is all about because remember you’re putting your brand in front of like-minded people or people you think that are going to associate with your brand that are going to associate with your product so you put your brand out there you incorporate your your advertisement in somebody’s newsfeed it’s going to add value it’s going to establish trust and credibility especially if that person’s friend is associated with that brand so instant credibility if friends and family members of a person on facebook are associated with your brand so it has the opportunity to really lend a lot of credence to somebody who is on facebook active on facebook and is your targeted demographic and the great thing about facebook is it also has other features as our advertising features such as retargeting so you could target people who’ve already expressed an interest in your servicer product but if they didn’t go through the conversion process meaning they didn’t go all the way through and and buy your product you can certainly reach out to them again just like your traditional retargeting options on say google or some other advertising platform facebook works the same way we want to be able to reach out to people who aren’t fully committed at that point in time but we can reach out to them at another point in time and so facebook’s advertising platform allows us to do that so it’s a great feature that we could take advantage of that we’ll talk about more throughout this session and then it helps increase revenue sales and leads and and that’s primarily what most advertisers are after you know more revenue more sales more leads so facebook allows us to educate our audience again a targeted audience about a specific product we have to offer so the more our audience knows about our product especially if their friends and family members and colleagues are using the product then the more likely they’re going to purchase so if you go back to the other feature higher revenue less spend this is the primary reason because you have a chance to influence somebody who’s very targeted who’s very active on the platform and who may have like-minded people in their life associating with your brand and product so it’s a perfect combination for advertising perfect combination and so today we’re going to talk about all the different types of facebook ads and we’re going to start out with the single image ad and the single image ad are just single image advertisements that have an optional text on top and a link description that links to the website so single image ads are probably the most popular you can see them on probably your own facebook feed if you look so in fact i’ll just jump over to my facebook feed right now and if i go there what do i see i see a single image ad here and it’s from shopify partners so become a shopify partner at e-commerce to your list of qualifications so shopify must be you know a brand that is trying to woo my business okay so they know that somebody that i’m associated with or maybe i fit their demographic so they’re targeting my newsfeed with a single image ad so that’s what a single image ad looks like it’s simply just one single image with some description and the great thing about this single image if you haven’t noticed is the pixels are pretty large it’s 1200 by 628 so it kind of stands out a little bit it’s not your traditional thumbnail it really pops when you look at the news feed so again if i go back to my news feed here you can see it just really stands out within the news feed so i can’t miss it if i’m a targeted part of their targeted audience it’s hard for me to you know not see this ad interact in some way especially again if i know somebody in my network on facebook or either that be a friend or family member is associated with that product okay in addition to the single image ads facebook also has multi-product ads or also known as carousel ads and so what the carousel ads do is allow you in carousel form allow you to rotate different ads with different messaging and different call to action and so here you can see simply learn has a example of a carousel ad where they’re showcasing their different courses so this allows users to view a range of all your different products and services if you have multiple products and services to offer then the carousel ads would be a good option for you so in addition to the carousel ads and single image ads it gets a little bit more sophisticated in terms of technology where facebook allows us to offer up video ads and so video ads are interactive it’s a good way to really showcase your product your brand your service and the great thing about the video ads is they can go from just a few seconds all the way up to you know two minutes or excuse me all the way up to 120 minutes and so you can really really put a lot of time and effort into the video ads to really put your brand out there and so the one thing about video is it is interactive most people engage with video and they tend to get about 10 to 30 percent more views than other forms of ads so the video ads are really a popular way for you as an advertiser to put your brand or product out there so you can put your brand and product out there in not just a few seconds but you know really tell a nice complete story to get the engagement to get the person to take the action you want them to do so that’s why video ads have become very popular because they tend to get more engagement more interaction than your traditional single image ad or say your carousel ad so facebook also allows us to advertise something called lead ads and what lead ads allow us to do is obtain user details okay so we can acquire or get an email address or phone number from somebody who’s interested in our product or service and that person doesn’t even have to leave facebook so if you look here in the example here we have the ad somebody clicks on sign up and they get this form submission and the great thing about the lead ad is that it can sync up with any crm or most of your popular crms i should say for example salesforce is a good example of a crm where somebody fills that out the information goes directly to salesforce and so lead ads are really good if you’re trying to generate you know leads for your business and the form itself the interaction stays right in facebook and so that’s the great thing about it they don’t really have to leave the platform another form of advertising on facebook are slideshows okay so unlike the carousel ads which rotate and the carousel ads remember rotate and showcase different products or services these ads are are interactive but they’re rotating different imagery so it allows you to really put your best images out there with a really strong call to action just like you see here with the simply learn example okay so they’re showcasing you know they’re different classes and then they have the get started today call to action to really punctuate the slideshow ad so what’s interesting is you can really gauge a person’s interest by throwing different products or images out there you know you can really immerse a user’s experience here by showing different different images and then the last type of ad on facebook is called the collection ad and so these ads combine basically your video your slideshow or your product images taken from your product catalog okay so if you’re an advertiser who wants to advertise several products at once then this could be a great option for you the collection ad so here you can see the simply learn example here they’re showing you know not only you know some some good slide shows and imagery with some good messaging below that instagram is a social media platform that needs no introduction with nearly 1 billion monthly active users and 500 million daily active users instagram is a platform drive with marketing potential more than 7 billion revenue has been generated from instagram mobile and it’s home to more than 2 million advertisers not only that marketing on instagram has the following advantages too you have increased conversions according to research more than one-third of the people using the app have used it to purchase products which means by marketing your products on the app there’s a higher chance of conversion you also have advanced targeting options this is in part thanks to instagram’s parent company facebook instagram has access to just about all advertising features offered by facebook ads with this you can advertise to people based on their age location gender interests and much more you can also build better brand follower relationships you can stimulate conversion with your followers and build a connection with them you’ll also get a greater understanding of what your followers like and dislike based on their engagement this enables you to make content they enjoy more and increase the chance of converting a user to a consumer so let’s have a look at how marketing is done on instagram let’s start with number one optimize your bio your bio is the first thing people notice when they get to your page that’s where they make the first impression of your brand and that’s why it’s important for your bio to be informative captivating and engaging use your bio to provide a brief description of your brand or product the type of content you’ll be posting brand hashtags links to other social media platforms and more your bio should also include a url to where you want to drive traffic to be it your brand’s website or a page for a particular product make sure to track this link as well to see how much traffic it brings here’s an example of how samsung uses its bio effectively you can see it’s a very straightforward it’s got a branded hashtag it talks about all the services samsung offers there are links to other pages and a link to the website as well it’s to the point and covers everything you need to know about it next up at number two we have create a content calendar now if you ask anyone who works with social media one of the most important things they’ll tell you is to have a content calendar a content calendar enables you to keep track of your posts it’ll help you plan ahead and automate the process of publishing your posts when your audience is most active a calendar helps you decide what content caption hashtags videos goes live on what day date or time a consistent post schedule will enable you to make the most out of instagram it’ll also keep your audience engaged and also give you access to historical posts if you want to repost your older content next up we have number three get greater reach with ads paid ads can enable you to get more followers engagement leads and conversions the caveat here being that you’ll need to pay for it too the ad options are pretty similar to what you have on facebook like audience segmentation based on likes interactions buying habits and more you also have a variety of ad formats to choose from like story ads image ads video ads collection ads and more moreover they can also be set up from facebook ads manager here’s an example from an ad from bodyshop in which they’re using a single image ad the advertising works because of its interesting creative and attractive ad copy that attracts the customer to interact with the post and click on the link let’s go to number four have a visually consistent feed instagram is a platform in which people gravitate towards aesthetically pleasing content to authentic expressions and diverse perspectives the objective is that your feed needs to match with your brand’s identity and must appeal to the audience within your industry what works nowadays are candid shots muted earthly tones with a low key editing style your content must feel down to earth and your brand approachable as you can see in the images all of them have aesthetically pleasing images and a somewhat blue or underwater theme and that’s the kind of thing you should aim for your content following an understandable and interesting aesthetic depending on the product you’re trying to sell now for number five tell a story the images videos and stories you post need to tell stories that can captivate your audience and establish a connection with them this makes it more likely that they feel closer to your brand and by your products your captions can tell stories that can help your brand appear more human and build deeper connections with your audience your content needs to align with what your audience cares about or solves problems they face here’s an example of how the page patagonia talks about forests in america each of their posts tells stories about a different issue that affects nature their brand on instagram revolves around bringing awareness to such issues that’s the kind of stories you should tell with your brand next up number six use the right hashtags using the right hashtags can make the difference between your posts showing up on the explore tab for everyone to see and it getting lost in the sea of content your hashtags shouldn’t be too generic like new year or hash style since they’ll have too much competition instead mix up trending and industry specific keywords to connect with your followers research on successful hashtags and limit yourself to less than seven in each post the more the hashtags in your post the more likely it seems spammy untargeted and unprofessional find out what and how many hashtags your competitors use and how you can do something similar you could also create a hashtag for your brand these need to be short easily memorable and involve your brand name in some way let’s now go to number seven take advantage of ugc ugc or user generated content gives your followers to further involve themselves with your brand ugc also by them as well regardless of the field your brand belongs to ugc can be used to convert followers into advocates of your brand here’s an example of how starbucks uses user-generated content and takes advantages of their audience to advertise their products in this post here they are attracting customers with an image of happy children dressed in products stored at starbucks the post posted by another user would be appreciated by the audience and improve brand loyalty next up number eight take advantage of video ads most instagramers state that users have visited websites searched or told a friend after being influenced by posts even though photo ads are still the more popular form of advertising video advertisements aren’t too far behind there are three key video formats when it comes to instagram ads single video ads that can create 60 second ads carousels are a combination of images and videos and instagram stories that enable you to combine images and videos to create visually attractive ads here’s an example of the brand pizza 73 using story ads to advertise their pizzas it’s successful because you’re showing off the product they are advertising with well short videos and captions now for number nine partner up with influencers connecting with influencers will enable you to connect with thought leaders within the industry and enable you to show off your brand to a larger audience by connecting with them your brand will have greater authenticity and authority influencers need to be given new tools resources and guidance to carry out their role effectively and to work together as partners micro influencers are also considered to be more affordable and they have a closer connection with their audience here we can see how ralph lauren have collaborated with an influencer to advertise their products the influencer showing off the latest ralph lauren has to offer this encourages his interested followers to check out the page and buy something for themselves next for number 10 host contests and giveaways contests enable your audience to engage with your brand with 3.5 times more likes and 64 times the comments you can give away a product or a service which enables you to boost engagement and brand awareness contests and giveaways need to be planned brands need to be partnered with contest rules need to be identified posts need to be created and much more monitoring the contest and then running it is also really important you would need to track your contest performance and promote the results on other social media platforms as well here’s an example of a contest run by domino’s pizza which encourages people to contribute their own short stories and connect better with the brand number 11 take advantage of stories and igtv stories enable you to create a combination of photos and videos that disappear after 24 hours stories can greatly influence your reach and engagement rates even giving your story the chance to show up in the explore section it can also help make your brand seem more approachable and authentic adding links to the instagram stories can also help with driving traffic to your website igtv on the other hand although now seemingly on the decline still has a few advantages to offer to the savvy marketer igtv provides you a unique mobile friendly layout that serves as an evergreen content very well like featurettes and interviews another new tool they have introduced is instagram reels instagram’s answer to tick tock instagram released reels through which users would be able to upload 15 second clips and since it released very recently it’s rife with marketing potential finally we have number 12 track and learn identify effective hashtags visual styles and the best times to post doing this you can develop the best practices for your brand social listening and analytics will help you fine-tune your marketing strategy and increase instagram engagement so let’s talk about how to create a youtube ad so this is going to require some access to google ads and we’ll go over that in a few minutes here but first we need to think about setting up a campaign and setting up a campaign goal okay what’s the goal of our campaign to get eyeballs you know we want to pay cost per 1000 impressions or we want to run some actionable type ads to get people over to our website so that really is step one we need to identify what the goal of our campaign is then we need to create the ad so we want to be able to create a video out here that is going to show on youtube and to our target audience so or whether it be a bumper ad that’s only going to be six seconds long we need to be able to figure out what type of ad we want to run so here i am in google ads if we’re going to run a campaign on youtube we need to make sure that we’re choosing a display campaign and so remember the first step is you know setting up that campaign setting up that campaign goal so we’re going to go ahead and select a new campaign here we’re going to run a new campaign and so what’s the goal of our campaign so if we’re just out to generate brand awareness and reach that’s certainly fine if it’s all about sales or if it’s all about leads then you know the type of video run is going to be a little bit different so if we select brand awareness and reach okay here we’re going to select the campaign type and so if we select video basically what we’re doing is we’re going to tell google we want to go ahead and set up some video ads on youtube and so here you can see the different types of video ads we discussed today you know we got your bumper ads you got your skippable in-stream non-skippable so the difference being that if it’s non-skippable somebody has to watch the entirety up to 15 seconds okay so we have our out stream which is basically our viewable cpm model so we’re going to go ahead and you know check one of these types of campaign types or ad types so we’re going to click continue and then once we do that you know we’re gonna get prompted to you know move forward with selecting our ad so you can see here after i set up my campaign now i’m just gonna go through some of the settings for my ad and i’m gonna give it a campaign name a budget okay when it starts or ends the bidding strategy so again we’re going to focus on costs per 1000 impressions and then here’s the network so this is an important selection here so we’re dealing with youtube videos so we also have the option to select video partners on the display network so that means that if you want your video to show on websites that want to host ads in video format then you can select this option here notice you also have this option available if you’re running certain types of ads on youtube we’re running those bumper ads so bumper ads aren’t available on search results so i’m going to stick with the video partners okay youtube videos and here we can get into some other specifics like language country the type of inventory so here you can see the default is standard inventory so that means that this is what google recommends we want to show our ads on content that’s appropriate for most ads okay so we can go expanded or limited so we’re going with the recommended here okay and then when we go down we’re going to have an ad group so when you create a campaign you can have an ad group so with an ad group that means that we can have a more or less a video in every ad group we have but we have to have at least one ad group so we’re gonna go ahead and set up you know this ad group here and here’s where it gets interesting and important because here is where we can start targeting our audience so here we got demographics okay so we can choose gender age parental status household income okay we can focus in on audiences if we want to so we can we can choose a specific audience that we’ve set up we can get some ideas or browse specific audiences we could also choose a specific placement so here you have youtube videos or we can go with youtube specific channels okay or we can even be on apps okay we have to set a bid for our target cpm and once we do that basically it’s all up to now for us to add our video ad and so remember in this example we’re going to bumper ads so we’re looking at about six seconds and once we do that then that’s pretty much the campaign but i just want to stress here that when you’re setting it up ahead of time you want to make sure you identify what the campaign goal is and then that’s going to align with the type of video you’re going to run and then once you choose that type of video then it just comes down to where you want that ad to be and who you’re targeting so it’s really crucial here that you go through these steps and these options very closely so because you want your video to show in front of the right audience on the right placement so let’s talk about how you can optimize your youtube ads

so once you get your campaign set up once you select your channel or the type of videos where you want your ad to be and you select your target audience and you’re off and running with your video ad well we’re going to give you some tips here that you can focus on for optimizing those ads and so going back to what i was just saying on the setup you want to carefully define your metrics and goals okay so that’s step one so when you’re setting up the campaign remember you have that option to choose the type of goal for your campaign that can be brand awareness it could be a sale it could be a lead so to me that’s the you know a very critical step one so you want to make sure you align your goal with your video and then the second is track low performing ad placements so if we just ask google to place our video ads anywhere they want then it’s up to us then to go through and choose the ad placements and remove them okay so let me show you an example of what that means so if i’m back in google i’m gonna go to my campaign and i’m gonna select placements and here i could see placements but then i’m going to select where my ads show and so this is important you want to be able to scan the list of placements where the ad was shown so if you don’t like one of the placements on youtube you can always select it edit it and exclude it from the campaign or record so that’s really the key is you want to be able to manage your placements properly and when we say low performing ad placements we mean really what what’s your goal if your goal is to get sales or leads if you’re that placement is not converting sales or leads then you need to remove or exclude that placement so it’s all done within the google ads platform and then you know you can also use a custom thumbnail image in your ad as well it’s always helpful in terms of optimization so a couple of other pointers here to help you optimize okay you want to drive people to perform a particular action with the appropriate cta so again depending on the ad type you know if it’s a true view ad 20 seconds long you want to have a call to action you want to maybe even have your domain name at the end of the video so at least somebody knows where to go so you always want to have a call to action with your video ad you want to use negative targeting to specify who gets to see your ad and who doesn’t okay so that goes back to your settings so you can pick and choose who your target audience is you can pick and choose who you don’t want your audience to be as an other setting you can use closed captioning in your ads to make it more interactive so that way people can actually see or read what the ad is all about just to make it a bit more interactive you can always perform a b testing on your ads so if you have one ad version you can create another one just to see what it which one performs better testing is always a positive okay so if you’re paying too much maybe think about reducing your bids so if you remember we said a 10 cpm bid that may be too much maybe we don’t need to pay 10 so we can always reduce our bids at the ad group level so reduce bids in areas where you see lower performance so in other words you don’t want to pay a lot for poor performance you can also use remarketing to re-engage with customers so if somebody views your ads and doesn’t take action you can always retarget that person uh to show your ad another even another ad format it could be text ads or display ads but if somebody looked at your video and they didn’t take the action you preferred them to take then you can always retarget them with another ad so that’s a good way to optimize okay so we want to make sure the ad has content that what viewers would find relevant okay that really you want to make sure that your ad is you know is with the end viewer you don’t want to put out an ad that isn’t going to give somebody you know a good feeling after they’ve watched it okay so you want to make sure viewers find the content relevant so if they don’t find it relevant then that means your engagement rate and your engagement is probably going to be low so you want to take a look at those metrics that we viewed earlier engagement rate engagement and if they’re low then you probably need to look at the content of the ad to try to make sure your ad conveys your brand’s message in the first six seconds so that’s why bumper ads to me are so critical because you’ve got to get the entirety of the ad and make it impactful and so with any ad you run any video ad you’re on you really want to make sure that that message is conveyed at the very beginning early as possible otherwise you know people are going to be turned off or not engaged and just going to go ahead and skip it anyway so you want to make sure you get the purpose of it right up front and out of the way okay you can also include visual and auditory components in your ad that can make it more memorable to the viewers okay meaning music or other cool visuals okay so again you want to be able to play around and test different ads yes i mean click-through rate engagement rate all of those are indicators whether the ad is of good quality or not with the end user and when i say good quality i mean do they find it did they find it interesting if so they’re going to click and if you don’t have good click-through rates or good engagement rates then you definitely want to try doing something different to the ad like adding those audio components or other visuals that could be appealing to the end user so go ahead and and test some of those out with a b because you have nothing to lose but higher or lower engagement rates or lower click-through rates so you want to be able to improve those metrics improving those metrics means trying some different components on different ads so let’s take a look at a case study if you will and let’s focus on super dry so they’re a good success story on youtube so super dry leaned on some youtube advertising to help lift products so in september last year 2018 talk about how you can optimize your youtube ads so once you get your campaign set up once you select your channel or the type of videos where you want your ad to be and you select your target audience and you’re off and running with your video ad well we’re going to give you some tips here that you can focus on for optimizing those ads and so going back to what i was just saying on the setup you want to carefully define your metrics and goals okay so that’s step one so when you’re setting up the campaign remember you have that option to choose the type of goal for your campaign that can be brand awareness it could be a sale it could be a lead so to me that’s the you know a very critical step one so you want to make sure you align your goal with your video and then the second is track low performing ad placements so if we just ask google to place our video ads anywhere they want then it’s up to us then to go through and choose the ad placements and remove them okay so let me show you an example of what that means so if i’m back in google i’m going to go to my campaign and i’m going to select placements and here i can see placements but then i’m going to select where my ads show and so this is important you want to be able to scan the list of placements where the ad was shown so if you don’t like one of the placements on youtube you can always select it edit it and exclude it from the campaign or record so that’s really the key is you want to be able to manage your placements properly and when we say low performing at placements we mean really what what’s your goal if your goal is to get sales or leads if you’re that placement is not converting sales or leads then you need to remove or exclude that placement so it’s all done within the google ads platform and then you know you can also use a custom thumbnail image in your ad as well it’s always helpful in terms of optimization so a couple of other pointers here to help you optimize okay you want to drive people to perform a particular action with the appropriate cta so again depending on the ad type you know if it’s a true view ad 20 seconds long you want to have a call to action you want to maybe even have your domain name at the end of the video so at least somebody knows where to go so you always want to have a call to action with your video ad you want to use negative targeting to specify who gets to see your ad and who doesn’t okay so that goes back to your settings so you can pick and choose who your target audience is you can pick and choose who you don’t want your audience to be as an other setting you can use closed captioning in your ads to make it more interactive so that way people can actually see or read what the ad is all about just to make it a bit more interactive okay you can always perform a b testing on your ads so if you have one ad version you can create another one just to see what it which one performs better testing is always a positive okay so if you’re paying too much maybe think about reducing your bids so if you remember we said a 10 cpm bid that may be too much maybe we don’t need to pay 10 so we can always reduce our bids at the ad group level so reduce bids in areas where you see lower performance so in other words you don’t want to pay a lot for poor performance you can also use remarketing to re-engage with customers so if somebody views your ads and doesn’t take action you can always retarget that person uh to show your ad another even another ad format it could be text ads or display ads but if somebody looked at your video and they didn’t take the action you preferred them to take then you can always retarget them with another ad so that’s a good way to optimize okay so we want to make sure the ad has content that what viewers would find relevant okay that really you want to make sure that your ad is you know is with the end viewer you don’t want to put out an ad that isn’t going to give somebody you know a good feeling after they’ve watched it okay so you want to make sure viewers find the content relevant so if they don’t find it relevant then that means your engagement rate and your engagement is probably going to be low so you want to take a look at those metrics that we viewed earlier engagement rate engagement and if they’re low then you probably need to look at the content of the ad so try to make sure your ad conveys your brand’s message in the first six seconds so that’s why bumper ads to me are so critical because you’ve got to get the entirety of the ad and make it impactful and so with any ad you run any video ad you’re on you really want to make sure that that message is conveyed at the very beginning early as possible otherwise you know people are going to be turned off or not engaged and just going to go ahead and skip it anyway so you want to make sure you get the purpose of it right up front and out of the way okay you can also include visual and auditory components in your ad that can make it more memorable to the viewers okay meaning music or other cool visuals okay so again you want to be able to play around and test different ads and you want to be able to you know measure the ad performance based on the metrics we discussed i mean click-through rate engagement rate all of those are indicators whether the ad is of good quality or not with the end user and when i say good quality i mean do they find it engaging do they find it interesting if so they’re going to click and if you don’t have good click-through rates or good engagement rates then you definitely want to try doing something different to the ad like adding those audio components or other visuals that could be appealing to the end user so go ahead and and test some of those out with a b testing because you have nothing to lose but higher or lower engagement rates or lower click-through rates so you want to be able to improve those metrics improving those metrics means trying some different components on different ads so let’s take a look at a case study if you will and let’s focus on super dry so they’re a good success story on youtube so super dry leaned on some youtube advertising to help lift one of their products so in september last year 2018 super dry if you’re not familiar with the brand they’re you know centered some asian markets european markets and they focus in on clothing uh all different styles and sizes and genders uh from jackets to jeans to t-shirts and so their global brand they really wanted to take a different approach here and their approach was they wanted to focus in on sales they wanted to see if video can help lift them with sales and so what they’ve done is they set up some campaigns on youtube and their focus here was on jackets and jackets to specific ages across the board all genders and interests and so what they did was they wanted want to take advantage of all the different ad types that youtube had to offer and let’s take a look at one of those ads here so if we go to youtube and let’s just take a look at this one minute ad here 53 second ad buy super dry this is the jacket the jacket you’re raving the jacket you’re waiting the jacket you’re pulling the jacket your play pal and posing in this jacket this is the jacket the jacket that will get you through so that’s the video that super dry ran you could see that you know it was had some particular goals there and so super dry is pretty well known so it probably wasn’t built around brand awareness per se it was probably growth consideration and interest and also driving action okay it’s a pretty cool video it was definitely not a bumper ad because bumper ads are six seconds so it was definitely a true view probably take action and so whatever ads they actually did run specifically they did see a lift and so we kept pulse on super dry’s account and these videos actually had you know 4.8 million views and so cool video ran for 53 seconds not a long time not a short time was able to you know target their audience a younger crowd you noticed in the ad they had different jackets both female and male different gender types so they were messaging a very broad audience of gender uh some younger people is who they were targeting so younger people tend to slant on youtube and so they were able to get some nice views out of it 4.8 million but the more important thing is because these videos were to drive action and so they were able to see a four to one ratio on return on investment and as a result these jackets saw a 138 percent increase in brand lip i mean the jacket ad so it was a pretty successful campaign see as well choreographed good audio good video just well professionally done and they probably were able to now get a few more loyal customers under their belt because of this ad alone so that’s the power of video okay so you’re able to know who your target audience is you can go out and target them with a cool video and given that youtube is vast then you can really take advantage of a lot of their ads so what they probably did again was those trueview in-stream ads uh with a cost per view uh through a skippable video ad format and they they also use the shoppable ad format so that is another option on youtube so they took advantage of all youtube had to offer in terms of who they were trying to target the length of the ad and given that their product or selling a product or promoting a product they will take advantage of the trueview shoppable ad format which basically lists your products alongside the actual video ad and so this is just a good case study you super dry we’ll probably do this again based on the numbers that they’re reporting and so basically that’s the power of youtube getting out in front of your audience with a really good video ad targeting an audience taking advantage of different formats today we’re going to talk about how to increase instagram followers today’s webinar we’re going to have some tips and and best practices for you to take advantage of to increase instagram followers so let’s get started and talk a little bit about instagram so instagram is not really an up-and-coming platform it is already up and coming a lot of users in fact 500 million daily active instagram users 500 million daily the user base growth of more than 300 year-over-year so it’s growing and growing and growing it’s become more and more popular ever since it’s launched back in 2010 and then there’s more than 100 million photos uploaded daily so it’s a platform where you can upload photos tag those photos even use and implement videos and photos have become very popular with the advent of mobile technology that the instagram app makes it easy for you to post your photo so there’s no surprise there’s a growth there’s no surprise there’s a lot of users there’s no surprise that there’s a hundred million photos plus uploaded daily and then there are 400 million stories posted daily so when you post something you can create a story out of it and there’s 400 million of those per day and then there’s more than 50 billion photos shared to date so since 2010 platform nat which is now owned by facebook has become really really popular a good place for you if you have your own company if you have your own brand if you have your own product it’s a good place for you to really showcase that service that product that brand because of the user base how easy it is to use and the wide reach it has for you in which to tell your story as i mentioned there are lots of photos shared today close to seven billion dollars revenue generated through instagram mobile so on top of everything i just said there’s a lot of e-commerce going on here too so instagram is a platform in which there’s e-commerce integrated within the platform so as a business who offers up products you can actually generate revenue for yourself on the flip side instagram which is owned by facebook has an opportunity to sell advertising space on instagram so instagram is an e-commerce platform to say the least in fact instagram is because it’s so popular because it’s part of facebook’s advertising platform they’re more than two million advertisers on instagram so amongst all those stories videos and photos and hashtags you’ll see some ads and then because you’ll see ads because you’ll see users you’re going to see businesses it’s just good place to really set up shop and really tell your story through the world of photos and videos so 25 million plus businesses have already migrated over to instagram and that’s growing and growing and growing so it’s an opportunity for you to work with other businesses so the arrow is definitely pointing up on instagram there’s a lot going on here easy to use application especially when it comes to photos and videos so we’re gonna go through some tips and tricks today and we’re gonna talk about everything there is to know about instagram and how to increase your followers so let’s take a look at tip one here so because instagram is an application everything you do on it is through the application now you could certainly view a web page version on it but you really can’t do much out of that so if i go to my instagram account for example using my desktop i could see my profile and i can edit my profile to a degree but everything you’re doing is through the application so when it comes to that tip one here is take advantage of your bio so regardless of what industry you are you’re in who you are you really want to have a clear and concise and compelling bio why because this is your introduction to the world you want people to know who you are and because if you don’t really become very clear to people they’re not going to follow you so this is where it all starts you need to take advantage of your bio have a clear and concise bio and have a link to your website or some contact information so to me this is where it all starts you gotta have a bio because that’s what people are gonna look at and they’re gonna decide whether to follow you or not based on primarily that bio that’s where it all starts so make sure you have a good bio that’s tip number one so you’ll have to make sure that your landing page is also mobile optimized since most instagram users are on mobile so if you’re going to put a link to your website and somebody’s on the instagram app and they see your bio and they like it and you have a link to your website make sure that landing page they go to is mobile optimized so tip number two everything you do on instagram when it comes to posting evolves around hashtags so that’s the backbone of the platform just like most platforms out there social media platforms like twitter or facebook pinterest you’re gonna have hashtags accompany those posts so instagram is no different but in this case you really really want to take advantage of the hashtag so hashtags are there to help users find your content so you want to start out by using hashtags that are relevant to your business so if you’re in the food industry you’re gonna post something related to food do the appropriate amount of research to find hashtags that describe your brand and also are being searched on instagram so what does that mean that means do a little bit of homework on instagram you know see what searches or see what other brands in your industry are using for hashtags don’t be afraid to use the same hashtag but mix it up hashtags are important so don’t be afraid to put a hashtag in there that really defines what your business is about but if it’s relevant use other hashtags that are popular or people are using to find information so mix it up but the key here is relevancy you want to make sure you align your hashtags with your content and making sure the connection between the hashtag and the content is relevancy so using the popular tags on your photos or videos might get you some immediate engagement but it may not help with future goals like long-term engagement new interested followers and sales so here really what i’m trying to say is look pick and choose your hashtags carefully because if you use something broad or something non-relevant yeah you may get that click to your instagram page but that doesn’t necessarily mean somebody’s going to follow you or that doesn’t mean really mean somebody’s going to be interested in what you have to offer so if you use something really popular and broad yes you’re going to get short-term gratification but not long-term interest tip number three post your content at the right time so according to sprout social which is a social media scheduling platform among other things so they deal with a lot of people using their platform and posting content via their platform they have data and they’re telling us based on the data they’ve collected that the best time to post is between 2 and 3 p.m and the best day to post is thursday now that may be all fine and true according to a sprout social study and so you may want to go with this 2 to 3 p.m and this is probably local in case you’re wondering what time zone we’re referring to so this is all local to you so go ahead and try that out try 2 to 3 p.m on thursday the thing is what you’re gonna have to do eventually is figure out what the best time to post is okay so if you’re pointing out a lot of content and you’re putting out content throughout the week at certain times of the day or throughout the day you’re gonna have to determine which time of day and what day is generating the best engagement for you who’s looking at your post at what point of the day what day of the week and so you’re gonna really have to lean on a social media platform to help you determine that because they’re gonna have the data that you need to determine what the best time of day to post is okay so we’ll talk about social media platforms here shortly we just know that when you post post with some rationale in mind ask yourself before you even push that publish button or before you even schedule that post this time a day in this day of the week makes sense so you always want to post at the right time because you could be missing your audience so remember when you do this you’re going to be working with some platform and instagram also has some analytics for business accounts so instagram will also give you some feedback as to how you’re supposed to perform it and we’re going to talk about that here shortly as well so let’s move over to tip four here so steal followers from your competitors okay so if you’re dealing in a very competitive industry and your competitors have a lot of followers it’s very very easy to see who’s following them so the easiest way to do this is just interact with your competitors followers you could follow a user like or comment on their photos and so the more you engage with people the more you stand to gain from them so you could see who your competitors followers are and you can add them as a follower just by following them so start engaging with them if they’re liking your competitors brand then what the chance of them liking your brand could be great so check out who your competitors followers are if they seem like somebody who you would want to be following your brand then go ahead and interact with them and how you interact is again you can like something that they post or you can comment on something that they posted and engage with them okay it doesn’t take that much time it’s a good way to gain followers so if we’re on instagram we can simply just click on the brand’s followers so here i can see this brand has 127 followers and here i can see all the followers and what i could do is simply just click on one of the followers and i can go to their profile and from there i could see what they’ve posted in terms of videos and images and i can like or comment so just doing something as simple as this gets you an opportunity to engage with somebody who can then turn around and follow you so tip five pay for sponsored posts and product reviews so a number of ways you could do this here so pay for a sponsored post so you could find an influencer satisfies a couple of requirements they have large following and an email address in the profile so you can connect with them and ask them for sponsored post pricing so it’s as simple as that as reaching out to somebody who has a large following okay so if you do this then it’s going to put you in front of a large number of people and so by doing this it’ll help expose your brand to that larger audience and help build your cr credibility because you’re connecting with somebody who has a large audience as well so do a little bit of homework find people out there in your industry who has a large following and make sure they have that email address in their profile so you can contact them and when you contact them you know ask them for sponsored post pricing so if the influencer has an email address then they’re open to sponsored post or shadow so that’s the key so they gotta have that email address and when they do then it’s all about asking them and connecting with them on being a sponsor to one of your posts okay you want to get yourself out there in front of people this is the quickest way to do that okay so tip six we want to use geotags for easier discoverability okay so tag your images videos or stories by tagging the location city or venue where it was posted from so very easy to do as you’re posting just go ahead and and there’s an option in there to say hey where are you located or what city are you located in so locations have their own feed and stories which you can contribute to so go ahead and add that extra element to your tags so if somebody’s in that location the chance of them engaging are going to be great and it’s good for local businesses because if you’re local and you’re posting your location then again somebody in that location is likely to engage with you so tip seven use instagram stories to attract followers and grow your user base a story is a really big feature on instagram so what stories could be used for is just show footage of an environment so it could be your office it could be your home it could be you know the playground it could be the golf course it could be anywhere that you want to show village of so you want to post new relevant to your industry so if you’re in the food industry hey why not go in the back into the kitchen and post a story about how a particular bread or cake is made okay show off your product so if you are in that food industry and say you’re in the pizza making business perfect opportunity to show people via an instagram story how to make that pizza and how you make that pizza what ingredients you use how unique is your particular product and that’s really what you want to get across when you do a story you want to show something unique and relevant that’s going to grasp people’s attention you can promote a company event so if you’re celebrating say 200 000 subscribers create a youtube video or you can create an instagram story it works just as well so you can endorse your company’s blog posts you can post positive user reviews so these are all features of a story increase interactivity with polls sliders etc and then you can also mention other companies that work with or follow you so great use of instagram stories is do a shout out to somebody else so instagram stories is a really big feature with instagram check it out you know you can just do a search for instagram stories in fact let’s get some of you users involved what best practices do you have when creating instagram stories why don’t you go ahead and share your instagram story with us by putting that instagram story in the comment section below so we want to get everybody involved here because there’s thousands upon thousands of great instagram stories out there to be shown and viewed and engaged with so go ahead and share your instagram story if you have any other tips or tricks then go ahead and put those in the comments section so that everybody can benefit from them so the only thing to keep in mind when you’re creating these stories is what are your followers interested in seeing so your stories could teach or promote something to your user base so always keep that in the back your mind you know for me i always go back to what industry are you in if you’re in the food industry hey you know people who are following you are interested in food if you’re a pizza company you know show off that pizza if you’re a bakery show off how you make your breads and goods baked goods whatever it is you have show it off because if somebody’s following you that’s what they’re interested in so tip number eight highlight important stories so you want to highlight highlight serve as the easiest way to create a first impression for a potential follower so with highlights can be used to tease what your content’s about create a trailer for what your brand offers promote and promote your product highlights are there it’s a good feature it’s a first impression for potential followers so it teases what the content’s about it creates a trailer so to speak for your brand and promote your product so use highlights and again any users out there who have good examples of highlights go ahead and put those in the content section or comment section uh right below this video so remember stories have only a 24 hour life span so highlights can be used to give them a second wind okay so highlights serve a purpose it teases what the contents about it promotes the product and it really kind of accentuates that story tip number nine ask for followers so sometimes people need a little push before they can follow you on instagram even if they enjoy your content so you can ask users to become your followers in the caption the comment section even work it into your content so in other words when you’re posting something don’t be afraid to say hey follow me you know i got some good stuff here be confident you don’t want to do it for every post of course but you know pick and choose if you feel you have a really good post you know really good image that you think is going to gain a lot of followers and engagers then you don’t necessarily need to put a caption in there but if if it is popular then go ahead and say hey this is a popular post you know think about following me or put something in the comment section you want to do it kind of succinctly you don’t want to be begging but just work it in to some degree okay but don’t be afraid have some confidence and asking for followers so when you do this it’s very similar to how we do it on youtube so you can ask viewers to subscribe to their channels at the end of the video so it’s if on youtube basically you’re saying hey if you like what we have go ahead and subscribe it’s no different on instagram if you have something you’ve posted just go and say hey you like this you know go ahead and follow us it’s that simple so tip number ten take on the latest trends to get more followers so align your content to cater to trendy topics or hashtags to improve engagement and discoverability so really what we’re trying to say here’s your competitors follow influencers what are the latest trends and you can get an idea of the latest trends by looking at hashtags so what hashtags are trending which ones are people using the most so really what you want to do is whatever’s trending in your industry you know ride that wave so to speak now it doesn’t have to take on your entire profile but there’s nothing wrong with one or two posts if something’s really taking on popularity then go ahead and post about it as well you know for example in the wine industry if there’s a new wine that really came out that’s really gaining some popularity go ahead and post about it with the same hashtag and with the unique hashtag so don’t be afraid to you know ride the wave of popularity so to speak because it shows that you know you know what you’re talking about it adds some credibility and it’s going to get some you know viewers over to your instagram profile so keep in mind you need to keep your content relevant because if your audience is interested in what you have to offer then they’re going to be engaged however you know if you’re joining the discussion in a relevant manner keeping in mind whether your audience will interact or not is important but just always keep in mind you always want to stay within your industry and relevancy for your target audience so tip number 11 run contests and giveaways and so just like on youtube just like on facebook i mean instagram is no different you can increase reach and exposure by running contests since most followers would tag their friends to let them know about it it’s a good idea to run contests and so what’s an idea of a contest well again if you’re running a pizza parlor you know you could say hey what’s your favorite pizza or give me your favorite pizza ideas and you can run a contest and you know you can have people even create their own pizza and post an image of it you can have people create stories on the best ways in which they create pizza or their experience in another pizza parlor there’s lots of things you can do to create a contest and you don’t always have to give something away you can just do something for fun especially if you have a lot of followers if you have a lot of followers and somebody’s going to take part in it so don’t be afraid to run contests just to make it fun and light it up a little bit so each tag can bring you a new audience member who could be a potential follower so anytime you run a contest people are going gonna tag their friends to let them know about that contest so those friends are gonna come over and likely engage so that’s the beauty of running a contest or giveaway is chances are word’s gonna spread and it’s gonna get you some new followers so that’s the the end benefits so to speak but the real benefit is keeping your audience engaged so tip number 12 we want to stay consistent with post so having a consistent pace and theme for your post can have a huge impact to convert visitors so when we say consistent you know if you’re again that pizza parlor stay within pizza you could branch out a little maybe and talk about salads or talk about beverages to you know as a complementary factor to the pizza okay but don’t talk about hamburgers if you’re focused in on pizza so we want to stay consistent with your theme this method involves less effort with a faster production of instagram content so that mean what we’re really trying to say here is focus stay focused on who you are if you do that if you’re consistent and you’re gaining some followers and that’s what people are coming to you for the content that you’re good at for the industry you’re in okay so if you start varying it and branching out then it’s gonna muddy the water suppose so to speak and you’re probably gonna get less engagement so set a theme on instagram by maintaining consistency and your personality filters colors and layout and really what i’m referring to is post and when you have post something you’re you’re really creating a personality for yourself okay so if you’re in fashion for example and you’re in the genes industry well jeans jeans jeans right that’s your personality accentuate it with different outfits related to jeans but you know when you start talking about dresses and shoes and that kind of blurs your your personality a bit so if you stay consistent with thin jeans and outfits that go with jeans then i think people are gonna start to pick up on that personality so tip 13 keep track of your instagram following so you can analyze the growth of your channel with tools like socialblade i could tell you how many followers you lost over time and how engaged they are okay so you can use data gather from here and from instagram business account to diagnose where you’re faltering so let’s take a look at socialblade as an example here so if i go over here i’m going to go to socialblade here i can enter in basically any account after i register and i could see how that account has performed you know where they rank you know how many uploads they have what country they focused on what industry and the beauty here is i could see and i’m looking at youtube as an example i could see you know how my post to perform well you could do this for instagram you could do it for facebook so you can really get an idea of how your account’s performing so socialblade’s a great platform for measuring it and again you do also have instagram business insights so with instagram business insights basically what you’re gonna do is you’re gonna go to your app right and then from the app you could basically look at your insights from there so in the app itself you’re gonna click on the upper right three lines and from there you’re gonna see insights and when you go to insights you’re also gonna see you know what your reach is how many impressions and some engagement metrics terms of your audience where they’re located the age range okay you’re gonna also see some content related information so there’s a lot you could see from the instagram insights analytics insights but you can also see additional information from socialblade so the key here is when you’re looking at your data you want to look for patterns and post what posts receive the most amount of engagement so if you see something working obviously replicate it you know you don’t want to replicate it immediately but make note of it and use it for future content so tip 14 use instagram ads so instagram ads give you complete control over advertisements so how they appear and who sees them so with instagram ads you can run photos you can run videos carousels slideshows stories so we mention this on other webinars for facebook advertising it’s worth repeating so if i go back into say facebook ads manager i can pick and choose my placements and really what i want to do is pick and choose for example instagram and so i have instagram feed i have instagram stories so and i could see what the video requirement or the media requirement is for running on instagram so with instagram you can run stories you can run videos single image ads you can run carousel so really you could put your best forward meaning take the post that’s performing well and maybe you want to advertise that promote it so you’re going to run this through facebook ads manager and it’s gonna tell you you know what your audience size is your potential reach okay what your daily results would be so you’re gonna get all that information when you run your ads on facebook ads manager but it’s a great opportunity for you to really push forward if you’re running a promotion it’s really an opportunity for you to push forward that promotion other advantages scalable pricing self-serve and instant robust reporting and highly refined audience retargeting so all of that is in the facebook ads manager you can get all the reporting units you need meaning you know who saw the ad did they click on it okay you can refine that target audience you can go back into facebook ads manager and refine who your audience is so lots of flexibility here and advertising on instagram but the key here is if you want to run advertising on instagram you know think about what it is you’re trying to promote if you feel something needs to get promoted then go ahead and you know you can either again reach out to somebody and have them sponsor it or you can run it as an advertisement so let’s move on to tip 15. so we want to create visually attractive and eye-catching ads so if you are gonna run ads you know here’s some things to keep in mind okay you want to use images that are natural and seem native okay you don’t want to use any stock photography first off you want to use something that you’ve done okay you want to minimize the amount of text so let the image do the talking you want to ensure your caption relates to the image and resonates with your audience okay so you have an opportunity to add some text below the image okay so make sure it resonates and then of course use hashtags to show your ads to target your audience but a wider relevant audience so hashtags do play a role here as well so these are some tips if you’re going to create ads you want to take these into account the whole point of the ad is to get people over to either web page or to your profile page okay so that they can engage and take action so instagram ads will help showcase your product service or brand in a way that’s memorable and unique so if you really want to get your vision your brand your product out there in front of a lot of people then advertising on instagram is a good way to do that so since we’ve been talking about pizza throughout this webinar there’s a good instagram a profile here about pizza you know i’m getting hungry just looking at this hopefully this is an example for all veg and non-veg pizza consumers i mean you can see this profile here they got the website you know they got the handle okay so they have a lot of followers so you know if i’m in the pizza industry i can go ahead and you know click on their followers and see who who’s following them who they’re following so some really good shots of pizza here it looks like you know a lot of people were involved in this you could see lots of different examples here some cute ones you know some funny ones some humorous ones so you know just taking a look at something like pizza which you know most people enjoy you know most and you can kind of appreciate you know how much of an advantage instagram can be because it really you can accentuate photos you can have fun with it you can really run some contests here you know give us your best pizza photo so here you know you could say use daily pizza as a hashtag for feature okay so they’re even encouraging you to use a specific hashtag so you can really do a lot here on instagram this is just a good example of what you can do and have fun with you know with an example like pizza just to give you some ideas so let’s move on to tip 16. take advantage of instagram tools so you can use scheduling tools like later hootsuite and buffer so i can’t stress this enough you know when it comes to measuring the engagement of your instagram post you’re definitely going to need a social media tool so you’re also going to need it if you do a lot of you know posting on instagram so let’s take a look at an example we’ll use later.com so if i go later here i can see you know i can use this to upload my images to my profile so here you can see it’s scheduled throughout the day of the week so that way we’re not overlapping you know we’re scheduling based on the times of the day that people are gonna look at this so you know here i could see you know particular stories if any stories are posted okay i can look at it from a weekly or monthly preview i could see what’s been posted okay and more importantly as a schedule tool i can also see the analytics i could see you know how many were posted how many followers so this is really important because you know if my profile is growing i want to be able to see what posts perform best what the audience was like you know by gender by age by a location so again i can look at it by post performance story or hashtag analytics as well so later really goes into details about you know what’s driving engagement so here you can see some hashtags that this become a particular company is using on instagram so here you can see how many posts with this hashtag you know and what and kind of engagement did they receive do they receive likes comments impressions how much reach do they get how many saves and it really just does go into detail so later does a good job i like this platform especially for instagram it’s great for scheduling but more important you know in addition to the instagram analytics you can really lean on you know this particular platform to get a really good idea as to you know how particular posts are performing remember if a post is performing you want to reuse it at a certain point in time okay learn from best practices learn from what’s working learn from what’s not working if something’s not working then don’t do it again so you can really get a good breakdown here and later.com so remember these tools place an emphasis on automation okay enabling you to automatically post at a scheduled time so you want to lock it in at a certain period of time and i have to worry about it so it allows you to really hone in on that particular time of the day and day of the week so that you’re really maximizing your chances of getting good engagement okay so develop your own signature styles to set up a style and content theme so that you’re able to stand out amongst the various competitors so you know again just going back to our pizza example lots of good photos of pizza and but this is their style this is who they are you know they’re not a particular brand they’re just you know people who like pizza okay and they’re having fun with it okay so that’s their style you know they’re posting really good shots of all this different types of pizza different styles different toppings and just to give you an idea of how popular pizza is and what you can do with it okay so again this is a good basic example um of what you can do with something as simple as pizza so don’t be afraid to experiment you know try something different with your profile you know do something different you don’t always have to follow what everybody else is doing that’s the great thing about instagram it allows you to be free and creative in fact if anybody has any styles that have worked for them you know feel free to put something in the comment section we’d love to hear your thoughts so tip 18 use user engagement to your advantage so i just mentioned that using the later example so we want to be able to learn from what’s working and not working so user generated content shows off your brand to be authentic and improves your relationship with your followers so you know you want to be unique with the content that you’re posting so if you do that you’re likely to build that relationship and you know increase your followers and you want to be able to see of that user generated content that ugc which is performing which is not performing okay so basically your followers and your audience are telling you what’s working and not working so take advantage of that remember going back to hashtags you could set up your own unique hashtag and ask your users to post images or videos relating to that which you can post in your brand’s account so just like the whole pizza thing they’re saying hey look you know use daily pizza for a feature okay that’s a good example of something you can do as well so you could set up a unique hashtag and say hey use this hashtag and that’ll help you gain some followers that’ll help you gain some notoriety and some visibility on your platform tip 19 use high quality images and videos just like on youtube just like on facebook instagram is no different images must be of high quality authentic and original i mean again one more time go back to the pizza these images look to be pretty high quality i mean if you have a decent mobile phone that’s all it takes a mobile phone with a camera that is that’s all it usually takes you know you want to be able to get that that right shot you don’t want to use anything that’s of low quality because it really is going to take away from you know the story you’re trying to tell so you don’t have to be professional per se just make sure what you’re posting whether it be video or whether it be an image is of high quality and remember videos needs to be fun and informational without causing the user to lose interest so you know if you’re going to create a video you know go ahead and you know make you can make it short make it fun okay you can see here these guys are just showing you how pizza’s made doesn’t take a long time they’re just going through the motions they’re not boring you with details they’re not talking really quick and easy just to give you an idea it doesn’t have to be as serious it can be fun so video content needs to be fun and informational without causing users to lose interest that’s the key short sweet unique authentic and fun have fun with it so worth repeating don’t use stock images on instagram because you know they don’t really bode well for your particular brand you know it’s instagram it allows you to post original content that’s the whole purpose of it okay and on the video side be concise high quality and informational enough okay so you have to hold the user’s attention here so when we say concise you know don’t make it a five minute video obviously make it high quality relevant to what you’re trying to offer and if you could do that you’re likely gonna hold the user’s attention so tip 20 promote your instagram page and other social media channels so facebook and instagram are part of the same family so this seems like a natural but you know don’t be afraid to promote it on other channels like pinterest or or youtube the whole idea is to get users to your instagram page and encourage them to follow it so you know you can always put that url in you know other platforms like youtube nothing wrong with that at all okay you can also promote your page offline with print ads and during other relevant events and then i would even take this to further is you’ll probably see you know an instagram logo on a web page along with other social media icons so you always want to help promote instagram on your web page as well but you can do it for offline with print ads so you can simply just put you know whatever your your slug is for instagram whatever your id is whatever you’re using on instagram that’s what you can use don’t be afraid to promote it offline or online today we’re going to talk about how to increase twitter followers so welcome and let’s get started so with twitter it’s all about tweets it’s actually a verb now uh when you do something on twitter you actually tweet and there are a lot of people out there tweeting in fact twitter has over 1.3 billion accounts so a lot of tweets going on in the world of twitter so as of the third quarter in 2018 last year twitter had 326 million global monthly active users okay so active meaning every day using the platform on a daily basis so a lot of people using twitter it’s very easy to use as you’ll find out and what you’re going to find out today is how to increase followers on your twitter account so they can see more of your tweets okay a little bit more about twitter there are 500 million tweets posted every single day that’s a lot of tweets so you can imagine with every tweet is a hashtag that accompanies that tweet so a lot of information being disseminated across the platform so tweets with videos so twitter does allow videos as well as images attracts 10 times more engagement than other forms of content so if you watched our youtube videos and some of the other videos we had out there regarding facebook or instagram you’ll know that videos do perform better twitter is no exception so if you have a video even if it’s done on youtube or if it’s not unpublished on youtube use it with twitter you’re going to get more engagement so twitter has 75 of its users use the platform for news okay so people go to twitter to get their news that’s where they go they don’t go to a regular website content-based website they get their news via twitter it’s just very easy to digest because it’s so few characters 75 of b2b businesses market on twitter so not only is it a b2c or business to consumer platform it’s a b2b business to business platform so a lot of businesses are on twitter basically promoting either a product service or trying to establish themselves in the industry using the platform so let’s take a look at twitter and let’s take a look at some of the ways in which you can increase your followers it all starts with your profile you always want to make sure you have a complete profile your name obviously the twitter platform that you have is going to have a handle okay in this example here it’s a totally real person at totally real person is the twitter handle and that’s what you’re going to want to use to disseminate your twitter profile to others so you want to make sure that you have a good image you have a real name and a good handle that people can associate with and remember so you want to be able to set up this profile with a keyword friendly bio okay a link to your website and a picture that represents your brand always helps so make sure it’s complete you can even take a step further by customizing the color scheme of your profile you can add a header image that sticks to your theme that will help your profile stand out and so let’s take a look at an example here so if i go to twitter here we go to simply learn twitter account okay their handle is simply at simply learn okay and they’ve customized the header they use their logo now if you’re an individual you probably want to use a nice profile pic here where they’re based a little bit about them so just a you know customized complete profile goes a long way you don’t have to go overboard with an elaborate design so to speak but just make it stand out make it associate with who you are as a person and a brand those are best practices in getting that profile up and running you don’t want to use something bland and generic you know take the extra step create something unique make sure your profile is unique you have a good image okay make sure it’s complete with you know telling people who you are and what you’re all about that’s really the first step on really any social media platform so you want to promote your twitter profile to drive users from other social media platforms so when you actually get that twitter account set up and you actually do have your handle go ahead and share it that’s the first step in getting followers if you’re already on facebook if you’re already on instagram then use those platforms to announce that you’re on twitter you can also take that a step further and you know send out an email to friends or family or like i said if you’re on facebook go ahead and set up a post say hey guys i’m on twitter you know come follow me so you can also use business cards advertisements marketing materials events to put that twitter profile on okay so it doesn’t have to be within the social media sphere it could be even on your website it can be even in email so you can basically promote that profile again you want to make that profile that handle easy to remember so totally real person is the profile on this example we’re going to use that profile every way we can whether that be offline or online you don’t don’t be afraid to use it on a business card especially if it’s easy i can just simply go to twitter and type in that handle so you want to stay active on twitter with regular retweets replies and favorites and that’s just it’s just so easy to retweet and reply and add favorites so let’s take a look at that on twitter so you could just simply i’m logged in as me and if i want to retweet something that simply learn did i can just simply click on the retweet button and i can add a comment if i want to and then i’m going to retweet that simple so now that tweet is going to show up on my profile my handle and i could simply like it if i scroll down here okay top 10 it trends shaping 2019 notice a simple tweet supported with an image so i’m just going to like that so i can even comment on it i can click on the comment and click a reply here okay and that’s going to show up in this tweet here just like if i click on this i’ll be able to see what other people have written and so it’s that simple if i want i can just click on the email button and even send a message to somebody right from that tweet the point is i can do everything i need to do right in the platform but to get started if you don’t have any tweets you know go and find other companies similar to you look at their tweeting and you can always retweet that that’s a good way to get going with tweets that’s what i started doing when i started on twitter in 2008 i didn’t know what to write particularly and i didn’t know how to write it particularly well so i looked at what other people wrote and and tweeted and just retweeted those that’s a good way to get your twitter account started okay so engaging with users is a great way to get more followers so on simplylearn i retweeted one of their tweets i liked another one of their tweets and it’s probably going to get their attention somebody at simply learn is gonna say okay rob sanders went ahead and liked us and you know what we’re gonna go follow this guy he seems to be somebody who’s an audience member who likes what we have to do likes what we have to say like what we’re tweeting let’s go ahead and follow him and so that’s a good way to get going with your twitter account is to really start retweeting and liking other tweets from other users so you can find an appropriate time to post your tweets to increase exposure retweets and followers and you want to do this you could do it within twitter or as i’ll mention later you can do it in a social media platform like sprout social or hootsuite or later or buffer and there’s plenty of social media platforms out there for you to schedule tweets point is you want to be able to schedule those tweets when it’s the appropriate time so you don’t want to do it in the middle of the evening because what’s going to happen is likely by the morning other tweets are going to bury your tweet so you want to be able to find the appropriate time to post your tweets so according to a survey conducted by hubspot the best time to post is between 12 and 3 p.m and why is that well most people are usually on lunch checking their phones yes twitter has an app and in fact most people use the app just like on instagram just like on youtube the app is very popular on twitter so it’s very easy for somebody to check tweets especially during the lunch hour and then from five to six pm that that in between time when when people are wrapping up work or heading home okay so weekdays have shown to have the maximum amount of engagement so during the week when people are working highly engaged with whatever they’re doing depending on what industry you’re in they’re likely going to check the twitter and react during those times okay so that was a a survey conducted by hubspot but really what you want to do is you want to be able to use one of these social media platforms like a hootsuite or later and find out exactly when are people engaging with your tweets when a what time of the day what day of the week are you getting the most retweets or the most likes okay that’s what you want to do so you can use this as a starting point as a best practice but eventually you’re gonna have to cater to your audience based on when you’re getting your tweets engaged so you want to increase followers by following more people it’s that simple and so it really is that simple let me rephrase that so it really is that simple so if i go back to twitter you know twitter is always going to recommend somebody for me to follow and normally those are people that are similar as myself okay so they’re not just going to choose random people they’re going to choose people who are following people you’re following so there’s going to be a connection to some degree or they could be people who use similar hashtags tweeting the same content so you want to go ahead and follow people the rule of thumb on twitter is if you follow somebody on twitter chances are they’re gonna follow you back you know i was once told when i was using twitter that hey you want to give somebody about three days to follow you back so that’s always what the rule i stuck to you know wait about three days start following people you can see here 833 people that or accounts twitter accounts that simply learns following and over 10 900 followers to simply learn’s twitter account so for me i don’t mind having a nice balance myself i have just as many followers as i do following and that’s a good thing so because you want to be able to keep up with what people are tweeting and so you can retweet at the same time you want to be following

people as well because they’re going to follow you back okay and that’s how you can build up your twitter followers by following people and it’s as simple as clicking on a follow link so the key here is to follow people who follow your content people who are followers of your followers and you can use twitter’s who to follow list and upload your email contacts to twitter okay since they know you they’re more likely to follow you back okay so you can use twitter’s who to follow list and so if we go back to twitter here’s the who to follow list and so this is what twitter’s gonna recommend but you can click on this link here find people you know okay so if i click on find people i know then i can upload my contacts from outlook or gmail and they’re going to find people who are already on twitter based on who i’m connected with so generally that’s how it works that’s a quick way to get more followers is to connect with people you know by the way i’m gonna follow simply learn because i wasn’t following them prior so now i just clicked on the follow button now i am following so now i’m gonna see simply learns tweets in my feed so let’s take a second to look at a brand okay so it’s time for brand watch let’s have a look at some of the best tweets of 2018. now remember there are a lot of active users millions of active users that’s a lot of tweets so what we did was we scoured twitter from 2018 and we went ahead and picked out some tweets that we thought were pretty good and so the first one is wendy’s now i don’t know if any of you have actually eaten at wendy’s i used to eat at wendy’s a while ago i know their frosties are pretty good so what they’ve done is they incorporated that frosty as part of a giveaway okay so basically they’re saying hey grab yourself a free frosty with any purchase in our app so they’re encouraging people to use our app and then they’re following that up by saying hey and then join us on twitch from two to five eastern as we unlock all that frosty goodness so they’re promoting something that’s going to happen on a specific point in time this is of last january they’re encouraging people to use their app and they’re using that frosty as kind of a carrot if you will okay it’s a catch it’s a giveaway so they were able to you know basically wrap a bunch of things into one so get encourage people to take part and i’m sure a lot of people went ahead and took part of this but we could definitely see that 206 retweeted this tweet 302 basically commented on it and over 3 000 liked the tweet so the tweet was good and it basically engaged with users who doesn’t like a free giveaway especially free frosty so that’s why this particular tweet really does some justice for the target audience their audience they’re they’re giving something away to their audience just by allowing them to you know use her out okay so this tweet combines a lot into one and i like it apparently a lot more people than i did 3 000 plus also like this tweet and so moving on to how to increase your followers on twitter you want to mention other people in your tweets to increase engagement so what do we mean by that so let’s look at twitter so go back if we look at simply learn just take a look at some of their tweets what they’re doing if we scroll down here they have hashtags so they are mentioning specific hashtags but you can also mention handles as well so the hashtag is always going to start with either the pound sign but if we scroll down here if you use the at symbol you’re actually mentioning somebody so in this case we’re mentioning matt bailey so matt bailey says is matt bailey’s handle and so if you get a shout out to somebody they’re gonna pick up on that and then they’re going to probably follow you okay who doesn’t appreciate getting recognized for something especially something as small as a tweet okay notice i can go ahead and click follow if i want to follow them out bailly but it’s not a bad idea to add people into your tweet and you simply do that by just using the ad symbol and using their twitter handle it’s a good way to get recognized by that twitter follower it also increases engagement because it’s adding validity to the tweet and it definitely catches the attention of the person mentioned remember if you use that person’s handle they’re going to see that that you mention them okay and what it’s likely going to do is start some type of twitter relationship okay they’re going to then follow you you’re going to follow them and chances of them retweeting you in the future or mentioning you in the future is probably going to increase and overall that increases engagement so another important thing you want to do is find and use hashtags that are relevant to your brand and audience so this is a must this is mandatory on twitter you need to use hashtags twitter’s all about hashtags every tweet that goes out should have a hashtag okay and so what you can do is figure out what hashtags are trending so here what twitter does is they trends for you so these are all specific hashtags that are trending it’s mother’s day happy mother hey sunday morning whatever works for you these are trends that happen to be moving meaning a lot of people are using them clicking on them okay so you can use a popular hashtag what i would also recommend is using a unique hashtag the rule of thumb is usually about two hashtags in a tweet but that’s a rule of thumb but rules are made to be broken do what’s best for you if you want to include more than two hashtags go for it the only thing i’m recommending is include a hashtag so find out which trending you could just look right in twitter or you could just create your own unique hashtag it works both ways but when you have a hashtag in your tweet and somebody clicks on it then they’re going to go to that particular handle that hashtag and so when they look at the hashtag you’re going to see all the tweets with that hashtag in it so that’s the idea behind hashtags you want to have hashtags okay so if somebody clicks on a hashtag that you used then they’re likely going to see your tweet in that hashtags feed okay so that’s how hashtags work you want to use hashtags okay but you want to use hashtags that are relevant to your branded audience that’s really the key so hashtags help your tweets to be found through twitter search thus improving your reach and increase the visibility of your post so that’s another benefit twitter has search functionality so somebody can simply go in and start searching on twitter so if i go back to twitter i can just do a hashtag and start typing in something like spanish and i’m gonna get some of the most popular spanish hashtags or hashtags with the word spanish in it and so this is an idea for me that if i want to use a hashtag with spanish in it these are some ideas but they’re certainly searchable on twitter okay so if i just click on spanish okay i’m gonna be able to see all the hashtags with the word spanish in the hashtag so definitely use hashtags it’s the most beneficial feature of twitter bar none so some reasons why using hashtags also a good idea well you’re gonna get more engagement and you’re likely to get retweeted as well so when you get retweeted then that means more eyeballs because if somebody sees your tweet and retweets it they’re retweeting it for their audience and so it could go viral so to speak on twitter and that’s where the engagement comes in so if you’re using a hashtag that’s trendy well somebody might like that okay if you’re behind a specific movement or you’re following a specific baseball or football team or cricket team or whatever team you’re following then if you use that team and the hashtag that could also get you some some likes so don’t be afraid to use hashtags mix it up play around a little use something unique use something that’s trending just use something but make sure it’s relevant to the tweet find out what works for your competition what works for them might work for you too so you know i work with simply learn but you know simply learn has a good twitter account you know they have lots of followers they’re doing a lot of tweeting so if i wanted to be just like simply learn well i could simply just go to their twitter account and see what they’re doing okay see what they’re using as hashtags see what kind of tweets they’re implementing and see who’s following them so i can simply just click on the 10 900 followers that they have and what i could do is i can go through and start following the people that are following them so just mimic your competition to some degree or mimic others in the industry you know look at what they’re tweeting again start out by retweeting some of the stuff they’re retweeting if it’s good stuff if it’s a good tweet don’t be afraid to retweet even your competitors tweets okay use unique hashtags use the hashtags they’re using look at who’s following their brand so you can really learn a lot from others in your industry including your competition because what works for them again might work for you especially when it comes to hashtags or people who’s following them again people who are following them would likely follow you if you’re in the same industry so it’s as simple as looking at who’s following them and following those same people remember the rule of thumb is if you’re following somebody they’re likely to follow you back so again you can analyze things like the number of followers they have the frequency of their tweets what their profile looks like how they respond to the competition of customers okay what are they tweeting about what types of content brings them more engagement meaning of all the tweets which one is getting the most likes or retweets gets some sense of what they’re doing and again when i say mimic i mean whatever what i’m saying is pull best practices from that twitter account this will give you an idea what you need to do to get more followers so it’s always a good form of flattery when you can mimic what somebody else is doing just like every other social media platform following twitter influencers who belong in your industry is always a good idea so if you’re in the food industry and there’s these star chefs out there probably not a bad idea to follow those star chefs you know if you’re in the technology industry well probably not a bad idea to you know follow bill gates or elon musk or richard branson or somebody else and that’s a big influencer has an influence on a lot of people okay but make sure they’re in your industry that’s the key if you can make sure they’re in your industry and you follow them chances are if they look at your twitter account and see you’re posting or maybe retweeting some of their tweets they’re likely to follow you and if they’re following you your tweets are gonna show up on their handle on their feed and so don’t be afraid to go out and connect and follow those influencers it’s a good way to boost up your followers so again this will help you gain followers since you can replicate what they’ve done with their profile so again just like the competition mimic what your influencers are doing okay so people tend to follow people who follow influencers so you’re all of one like mind so to speak okay influencers might retweet or share your post if they find you retweeting favorites and replying to their post so remember if you’re following a retweeter or excuse me an influencer and you retweet their post chances are they might retweet one of your posts and again put you in front of a large number of people since they’re influencers so all of these are good valid reasons to follow influencers because if you’re out to increase your reach and exposure it’s hard to ignore influencers in your industry okay you want to use images and videos while tweeting remember videos get multiple multiple times more engagement than not using them at the very least use images but you use images don’t use stock photography use images that are relevant so one of these tweets caught my eye here from simplylearn so if i click on you know here it was further down here it looked like you know these are people who are engaging in a conference and it might have been one that matt bailey was at so it was a retweet from matt bailey as a matter of fact but you can see what simply learns doing is they’re including either a video or they’re including an image in every tweet and so that’s likely to boost up engagement so according to buffer which is a another social media platform adding a relevant high quality image in your tweets can help you gain more than 150 percent engagement okay videos are six times more likely to be retweeted so if you have an arsenal video or even one video don’t be afraid to use it my recommendation is trying to use images as much as you can in almost every tweet images go a long way and again it’s going to help improve engagement meaning more retweets more followers okay more followers more eyeballs so it’s a snowball effect just by using images okay so let’s take a look at another brand from 2018 okay pizza always my good example to use on these webinars i like pizza here this just says it all you know they’re talking about art and they’re using pizza in the form of art so they didn’t really have to say much else here this pretty much says it all and they did get some retweets to get some to some likes so sometimes you don’t have to say a lot to make your point sometimes just the image itself will do the job this was actually not from 2018 this goes all the way back to 2016. so still holds true if you use an image that image is going to get engagement okay so on platforms you can promote your tweet so you can use twitter ads to do that so you can promote your tweet and what you do by promoting it is putting it up above so that most people will be able to see it okay so see if we can find an example if i go here i can see this person is promoting their handle but if i go down here i can see a promoted tweet by constant contact so they’re promoting their tweet here so it’s not a bad idea if you have some media budget to go ahead and either promote your tweet or advertise on twitter so what that’s going to do is put you in a more prominent position and get your tweets out there and the whole idea for that is to get people to engage here you can see a call to action from constant contact so if i click on that i’m gonna go to probably a landing page on their website and so the whole idea when you advertise on twitter is really just like any other social media platform you want to put yourself in front of the right audience and so twitter’s no exception so with twitter you could put yourself in front of the right audience so what you could do is you could promote a tweet you know do promoted trends or you could do promoted accounts so you have a number of different advertising options on twitter what we just looked at was you know looking at promoted accounts and a promoted tweet so when you do advertise there are advantages you have to pay only after achieving your marketing objective so that’s a benefit of twitter the cost per click it’s a cost per click model so it tends to be fairly low you could tell your audience so again you’re picking and choosing who you want your promoted tweet or trend or account to be in front of its targeting is based on either engagement or it’s based on keywords i.e so really you could tailor who you want your tweet or your handle to be in front of and so that’s the really the benefit of twitter if you have a lot of active users on twitter you can really put yourself in front of those active users if they’re your relevant audience at a low cost per click so it’s definitely worth the test so you want to offer twitter support to your users okay so i can’t stress this enough okay so what you want to do is when users have questions about your product they’re more likely to tweet you for support hence they’re likely to follow your account so don’t be afraid to use the messaging option as well so we go back to twitter okay chances are somebody might have a question for you here you can look at bing ads it’s great connecting with ppc experts can’t believe tax season is here we’ve got some great insights so what they’re doing is they’re using the messaging app but they’re offering that messaging app in the form of customer service so don’t be afraid to use you know direct messages to reach out to people in the form of support what you don’t want to do is buy twitter followers chances are you’re going to get the wrong followers so even though it may boost your twitter follow account these bots cannot use or buy your products or services so stay away from all sorts of buying of twitter followers you want to build your twitter following naturally twitter is also cracking down on bot followers so a lot of bot accounts that were paid to follow users were shut down shut down by twitter so just my point is everything we’ve mentioned today is what you want to take advantage of okay if you want to pay for something pay for a promoted tweet reach out to influencers look at what your competition is doing use hashtags okay these are all best practices and organic ways to build followers so don’t get involved with anything that’s going to involve bots and adding thousands of followers to your twitter account because chances are it’s just going to lead to no engagement so create useful and relevant content so what we started out by saying is hey if you’re not sure what to do retweet retweet what somebody else is doing you know look at your competition’s twitter account see what they’re tweeting get some ideas as to what you want to tweet so you want it to be useful and relevant to your industry okay you want somebody to engage that’s the whole idea behind twitter the whole idea is if you’re going to tweet something you want to get somebody to engage with it so use twitter polls your old recent blog post brand news industry news and events and highlight customer stories i mean all of those are ideas that you can do to put content out there okay so for me one of the things i do is i’m definitely one for industry news so if i’m in the industry of digital marketing if google did a recent algorithm update i’m going to likely tweet about it or retweet it i also am a blogger so on my particular website if i blog i’m going to make sure that blog gets over to twitter so those are some ideas in which you can create useful and relevant content on your twitter account you definitely want to get that content out there but you want to make it useful and relevant quality over quantity because you want people to engage so bring variety to the type of content you share so i’m in digital marketing i deal with pay-per-click seo but am i going to just do pay-per-click and seo no i know that analytics i know that you know google tag manager i know that a b testing all of those are elements of digital marketing so i’m going to branch out and talk about some of those things that support digital marketing so that’s an example of bringing a variety to the type of content you share so don’t just stick to one thing you know feel free to reach out a little bit shake things up by sharing other forms of updates like engaging quotes and questions these work best when complemented by an image and an act as a great discussion starter so good point here even if you want to branch out of your industry and just throw in a nice useful quote it’s always a good way to gain some attention and get some engagement okay let’s look at another brand and see what they’ve tweeted about so we’re looking at forester here so think about emotional qualities and their implications so here you can see customers that feel surprised or grateful or appreciated they’re sharing that insight with you and so this was interesting when i saw this so what i did was i simply you see the hashtag here for digital basically if you wanna look at this particular study i just went to twitter and i typed in that hashtag and now i’m going to be able to see you know some of the other studies that they’ve done here you can see top 10 i teach friends shaping 2019 so i’m just following the twitter handle that they used so forrester does a lot of good research a lot of good insights and so what they’ve done here that makes this tweet look so good is they’ve actually put an image of the results in the tweet so they used an image to help gain engagement or increase engagement notice they also gave a shout out to somebody as well as use some good hashtagging so good tweet this was back in 2016. but again a good use of the image with the tweet so you want to organize tweet chats to interact with your users and bring in new followers so you know you basically want to be organized when you’re dealing with with chat so tweet chats enable you send out tweets on a particular topic using a designated hashtag so during a certain time to interact with your your followers and other users so you could do it at a specific time to really get out a specific topic but you want to be able to stay organized so that you know you what you’re chatting about is reaching the wider audience and you’re getting the right following and the right engagement okay you can also pin your best updates and tweets to your profile so you can just use that pin and what that’s going to do is pin it to the top and keep it there so that you know people who go to your twitter handle are going to be able to see that best tweet that you’ve done so what you want to do here is use the one that’s most engaging so pinning your best update or tweet meaning the one that’s really had a lot of engagement meaning retweets and followers and likes you want to do that you want to pin that to your profile and that will enable first-time visitors to see it and if they could see something that other people engage with and that’s going to encourage them to share and probably follow you so and and that’s always what you want to do you always want to put your best foot forward so pin your best tweet to your profile so i mentioned this earlier use tools to schedule when to publish your tweets so here are some of the most popular platforms you know i.e sprout social so if we take a look at sprout social here i’m in sprout social i’m connected to my twitter account i can simply just start tweeting about something here so you can see it’s gonna let me know how many characters i have remaining so to 180 to start out with when i’m done tweeting notice i can add an emoji i can upload media i can tag a specific location okay i can even you know call out a specific twitter profile now i can schedule this myself or i can use the schedule below i can pick and choose a time to schedule the tweet now again you want to be able to use the sprout social whatever social media tool you’re using two figure out when the best time of day and the day of the week to actually tweet when are you getting the best engagement so ideally that’s what you want to do you want to tweet when you’re likely to get the best engagement when those eyeballs are actually going to look at that tweet okay but you also want to separate out your tweets so they’re not on one on top of another because if you actually tweet back to back then those tweets are just gonna get buried so if you spread them out a little bit then you’re likely to maximize your number of impressions or eyeballs on that tweet so if you schedule a tweet multiple tweets in the same day then post them a few hours apart or an hour apart so that way you’re always going to get that maximum visibility so these social media platforms really help you in not only scheduling but figuring out what tweets got the best engagement and when and then that way you can replicate that success so again it’s not just sprout social hootsuite buffer they’ll help you determine the exact time your audience is most active and schedule posts to increase traction so you know most of these social media platforms do the same thing so really what you want to do is you really want to nail down that exact time your audience is going to be most active okay that’s the whole idea behind using it and when you actually do tweet you are going to get results and these social media platforms are going to share those results with you and then when you understand based on your audience behavior when they’re engaging when they’re not engaging that’s when you’re going to fine tune your scheduling so what you also want to do as you’re doing these tweets as we looked at earlier with wendy’s is run contest or giveaways remember randy’s gave away that free frosty you don’t be afraid to give away something if it means more engagement more eyeballs which could lead to basically future customers so contests can help increase your reach and exposure and each new participant can be considered as a potential follower so it also gives your followers an opportunity to tag their friends who would be interested in participating so really come up this is a great way to be creative come up with a good idea to get your your audience involved because what’s likely going to happen is your audience is going to share this contest with others that aren’t following you and so what’s going to happen is when they share it you’re going to get more followers you’re going to get more eyeballs and again potentially more customers so embed your twitter updates on your website you could simply do that uh it’s very simple but when you do then people to your website will be able to see your tweets so if i just go to my website here if i scroll down we actually have your twitter embedded on our website as well because we want you know people to see what we’re tweeting about and you can see i just retweeted the simply learn tweet at the beginning of this particular webinar and it’s showing up in my feed here so that’s when people actually go to my website they’ll be able to see what i retweeted and that’s going to help simply learn out because simply learn is likely to get some clicks on this particular tweet from my website so it’s also a good way to keep your website fresh and updated because if you’re an active twitter user and you’re tweeting a lot then hey that’s gonna show up on your website and it’s gonna show that hey you’re fresh you’re engaging you keep up to date it’s just going to make it look good and make your website feel fresh and not stale so embedding your twitter updates will help you add new followers as well because it’s people who are coming to your website that may not even know you have a twitter account so you can also do this in a blog post and a newsletter and other forms of communication media so it doesn’t necessarily have to be just your website but i would definitely recommend it because it will give a boost to your twitter account so now let’s take a look at the final brand watch let’s take a look at another tweet that caught our attention when this is from playstation so playstation is mentioning hey we got a multi-view on apple tv today with support for up to four live channels on one screen okay so you know they’re promoting a new feature that they have with playstation and you can see they supported that with an image and they got some really good engagement here so they’re basically saying hey look what happened to us today you know check out this new feature that got supported on apple tv so you never know what’s going to happen with a tweet when you tweet good things are likely going to happen whether that be somebody liking it retweeting it or somebody adding you as a follower something’s good is going to come out of tweeting twitter is an easy platform to use and if you take into account all these best practices you are going to increase your twitter followers after watching this video you should be prepared to explain why the human tendency to daydream can be interrupted using a storytelling marketing approach to list three key benefits of storytelling when it comes to consumer engagement to realize that different consumers are looking for different relationships with your company and to explain the difference between storytelling and story sharing let’s begin lesson one why storytelling is essential in social marketing when we think about the way that our company or our brand or our organization is represented to the world it’s easy for us to be focused in on things like quality and credibility and whether or not someone wants to buy from us but it’s also important to understand that for a lot of consumers the very idea of who you are is also important it’s not always just enough for people to know the name of your company or product they’re interested in understanding what the story is behind your brand and that might be something like how you came to be or why you exist or what your mission is or it might be something about the personality and sort of the lifestyle that’s represented by your individual company now the storytelling movement has been an area that we’ve really seen a lot of growth and a lot of improvement in the last several years in social media with more and more brands moving towards this idea of sort of humanizing their companies by telling the stories that come out of the company itself out of the use of the product or even out of the consumer stories that you know share how products benefit their lives or again just what goes on in that interaction and that dynamic between the organization and between the customer side of things now when it comes to storytelling there’s several different ways in which this approach offers value to a business and one of the key ones is on the emotional side we’ve talked a lot in the social sharing dynamic in some of the other areas of you know the the spread and the viral concept about how emotion is one of the most powerful things that impacts people’s decision-making and engagement with the brand so when it comes to creating that emotional connection or leaving people with some type of emotional response storytelling is one of the most powerful ways to impact that it gives you an opportunity to sway the emotion of consumers in terms of how they look at or view or are receptive to your brand now another thing that storytelling can really do that adds a lot of value is the idea of making you credible because a lot of times the way we tell stories especially when we’re incorporating in true to life examples or you know consumer stories there’s an implied credibility that comes through that storytelling and comes through those third-party experiences that can help people feel more secure about doing business with you not just more emotionally positive but actually feel that security of trusting that what they think they’re going to get or what they’re hoping to get that there’s going to be enough follow through and enough other people have had a positive experience for them to really trust that that’s what’s going to happen now another area that storytelling brings a lot of value into a company is the in the idea of making you memorable because human beings are wired for stories we are much more capable of recalling broad ideas and concepts and emotions when they’re communicated via a story so if we give someone a list of facts a list of selling points you know a list of reasons why to do business with you the ones that touch them emotionally or that you know problem solve those tend to stick with them but a lot of the data gets lost but when we put it in the format of a story and someone is sharing what their experience was our brains literally archive it and categorize it differently and our recall level goes up so again along with building trust and along with creating that that emotional impact the fact that people are better able to recall the information that’s communicated to them via that story helps make it a very powerful marketing tool now in addition to that it’s important to keep in mind that on average people tend to be daydreamers in fact study after study shows that if our minds aren’t occupied with an important task if we’re not truly focused on something we tend to drift off and when we look at that concept of daydreaming the average human spends literally half of their waking hours daydreaming we average 2 000 waking drifts per day with an average length of about 14 seconds so you do the math on that 2000 times times 14 seconds that’s a pretty good portion of our day where our brain is drifting off but when they look at the brain’s ability to stay focused versus having those drips we stay focused during a story if we’re reading a book if we’re watching a movie if someone is telling us an engaging story we are better equipped and better able to put those drifts off and really stay focused on what’s happening so that’s one of the other sort of scientific and concrete reasons why that memorable factor comes into play when we present things via stories now stories also allow us to connect in one of the easiest ways possible again because our brain is going to be a little more focused on being able to receive that message so by using stories to spread your brand message or to explain your offerings or to demonstrate how they work you increase the chance of keeping your audience focused on you and giving them enough recall that they can come back at a later point to actually do some business with you now think of storytelling from sort of the mindset of how we meet and engage with other people so in general when we’re meeting up with a prospective friend or a job prospect maybe we’re coming for an interview a service workers even just a stranger on the street any conversation that goes past just hello how are you doing and the cursory you know kind of polite responses it tends to be a story this is what we do when we meet we’re naturally wired to seek out insight and common ground and information about who another person is and in those interpersonal relationships the types of questions we ask you know the words we use they’re indicative of the type of relationship we want to build so clearly if you know if you’re single and you see someone else that you know you hope might be single that might be one of the early questions you ask and then based on whether you know there’s a romantic interest there you’re probably going to ask different questions than if it’s a interview prospect for a job or if you’re meeting up with a you know co-worker for the first time the relationship that we’re looking for denotes the type of information we want and that’s one of the important things for us to keep in mind when it comes to storytelling is we also have the ability to tailor our story to the audience so we can put those different features up front we can weave them in in a different way if we’re appealing to a group of 60 something females that love to sew versus a group of 20 something millennials that love whiskey tasting it’s a different message that gets put together with different focuses and features there’s also different things that we’re going to put forward if we’re proposing you know a million dollar contract versus a 25 impulse buy that someone can you know click and order online and have delivered the next day now on the business side of this we need to think about what the story that we need is because a lot of times we get so focused in business on getting the conversion that we forget that sometimes part of getting that conversion is creating those emotions building that credibility and trust you know helping them have exposure to what’s possible and for a long time this has been done through education we might put up videos or articles that aim to educate and to demonstrate the story side of it brings that more social interaction and environment into the mix and that’s something important for us to keep in mind so a quote that i really love about this concept that sort of lays the foundation of why it’s so important comes from the chief content officer over at digitas and he says the challenge is clear by now intrusive interruptive self-centered marketing no longer works the way it once did and its effectiveness will only continue to diminish in the social age because again the way that we share information back and forth with each other and the ways that that messages spread it happens differently in the social media age than it did before when it was more advertising focused and where marketing really was more about you know pushing the advertise pushing the message and sort of the don draper style of you know if you don’t like the conversation change the conversation and tell people what you want them to hear because so much marketing is now driven by consumers through that conversation we need to be able to approach it in a different way now another side of that is the idea there’s a difference between storytelling and story sharing and some of it boils down to semantics but some of it also does need to be kind of taken into account when we look at how we might put our message together because semantically consider the difference between telling and sharing so to tell is to communicate information facts or news to someone in spoken or written word it’s to order instruct or advise someone to do something that second part that i want you to keep in mind but to share is to give a portion of something to another to tell someone about something especially something personal it’s a again it’s a slight semantic difference but it’s a huge difference in terms of our approach and i love this seth godin quote that really pairs up with that idea the best part of show-and-tell has never been the telling part it’s been the showing letting someone see an experience and inviting them into that shared experience and that’s one of those things that makes the social version of storytelling really more like story sharing especially if you want to do it in a way that creates that back and forth consumer engagement story telling in its traditional sense is more the stories that we’ve put into commercials and advertising and there’s a place for that there’s a place to put that together in the social realm and it’s very important but the other area that that we’re just starting to kind of merge into and that really needs some exploration by brands is that idea of the social sharing where it really is about engaging back and forth with your audience and inviting them to be part of an experience with you and with your brand so ask yourself do you want to tell your story to people or do you want to share it with them and let them share their story with you and how do you meld those two together and what does that look like within your particular company or among your target audio so now that we’ve laid the foundation of why storytelling is so important and sort of what type of impact it can have the next thing we need to do is look at the business side of telling your story what does it look like to create a narrative or something that’s representative of either your business’s story or sort of the lifestyle or concept or ideas that you want to promote to people now there’s tons of questions you could ask yourself to start building your story but we can focus in on a couple key areas as a starting point to build from one of the first ones is the idea of whether or not you have a founder’s story now for a lot of brands the story of their founder is so interesting or inspiring that it catches the eye and it makes people take a second look at the product so think of the companies that are sort of iconic in terms of who their their founder or their leader is so whether that was steve jobs and the role he played at apple or walt disney and the inspiration and the role he brought to you know the entire disney complex or loads and loads of other businesses there are lots of examples out there of how the brand itself was so tied to the person who was sort of leading the helm that that became part of their story and people were really interested in it now we can find loads of examples of different brands where the founder really plays a critical role in representing who they are now great example of this is spanx the founder sarah blakely has really embraced the story both of how she came up with the idea which was basically she was trying to fit into a pair of cream pants for a party and they didn’t fit quite right and she knew that when she put her pantyhose on everything seemed to lay nicer so she literally cut the feet out of a pair of pantyhose and put them on and that’s what launched the brand you know she loves to sort of tell that story but she also loves to tell the story you know from her tagline of putting her own butt on the line pays off because the way that she made her first sale to neiman marcus is that she literally dragged the buyer into a dressing room and she went in and she put on a pair of white pants and came out and said you know here’s what i look like without them and went back in and put her pair of spanx on under the white pants and came back out and said now here’s what happens when i’m wearing these and the buyer from neiman marcus ended up placing a huge order and it was the first major sale that she got that put her in place somewhere so those stories and sort of the yeah this is how it happened you know this is literally what a difference it makes that becomes part of the brand and sort of sarah blakely’s journey as an entrepreneur and you know moving her way up into the you know the forbes list of uh you know highest earning females in the united states all of that plays a huge role in how they promote the brand itself and in sort of the the storyline and the lifestyle line that they want to promote to the people that might buy the product now on a completely differently themed vein we have fast food chain wendy’s in the us and canada where dave thomas was the founder and even though he’s you know he passed away several years ago he’s still a critical part of the brand and of the story because basically it was the idea that a working class guy makes good and continues to act like a working-class guy while building a massive charity because it wasn’t uncommon even when he was ceo to see him show up in a store somewhere and start working behind the counter or sweeping the floor somewhere he always played that role that made it clear to his employees that he wasn’t above them that he was one of them and part of them and has a huge huge ongoing charity effort for adoption because he was adopted as a child and so all of that plays into the narrative of wendy’s and who they are and what their brand message is and and the lifestyle that they want to promote to customers in fact if you if you go there now and you buy a meal and you get your cup all of the cups have stories of kids when they were finally adopted and what it meant to them when they were adopted or you know what their first experience was having a new family so again that plays into the story just because people are interested in the start of where how it came to be so looking at you know what the stories are from within your team and it doesn’t always have to be that founder story sometimes it’s just someone who works there post cereal paired up with burns group and use real factory workers to create a round of honey bunches of oats commercials and let’s let’s take a quick look at what one of those actually look like so you can kind of see the storytelling in action here i get out of work and i go to the store and somebody’s smelling around i smell cookies i said oh no you just smell me i just got out of work that’s honey bunches old that’s all i said don’t eat me now [Music] now there’s short simple easy stories there’s nothing complex to them they more just make you smile and laugh but they’re the types of stories that come from listening to the people who work at your company from thinking about how your company and their experience impacts the world around them now another question that we can look at is does your company or group solve a problem now this isn’t about the reasons you think you’re great or the reason you think people should buy from you it’s about that unique way that you solve an issue that consumers or on the b2b side of things you know that the buying agent is looking at that they’re trying to fix now a great example of this is airbnb or you could look at uber or lyft on a similar vein allowing people to experience travel in a new and affordable way but also letting you know owners or drivers earn extra money you know from something that might have been sitting there empty anyways you know that idea that when you’re traveling you don’t have to stay in a bland expensive hotel in fact when i travel for business pretty much any place i go i always book via airbnb because you know if i can have a bedroom and a living room and a kitchen especially for traveling as a family and there can be you know separate bedrooms as opposed to having my kids all stay in the same room with my husband and i it just makes sense but there’s also the story side of that of its different experiences and that’s one of the big things that people talk about is how the experience changes and even on the side of trying to recruit people to put their properties it becomes about the freedom and the lifestyle that’s enabled and there’s tons of examples on youtube of people sharing how you know leasing out that you know their vacation property the rest of the year when they’re not there you know pays for the vacation property and more or you know the people who now travel full-time because they’re able to lease out you know their apartment or their home or something else on airbnb the story side comes from the problems that are solved for people now another great example of a company that focuses on their story from that side is dollar shave club they basically took a problem everyone complains about and they made it go away you know the idea that razors cost a ridiculous amount of money that you always forget to buy new ones until it’s too late so you’re shaving with a dull blazer and it’s just inconvenient so all of their messaging focuses in on that idea of we make it cheap we make it easy and you know it shows up right at your house and you don’t ever have to think about it anymore and their commercials all tell the same story with kind of a you know funny modern millennial focused way so let’s take a look at one of those as an example as a founder of my own club i’d love to know how does yours work dollar shave club presents what the fact it’s simple you choose from one of our three great razors we’ll give you a free reusable handle and each month we’ll send you replacement cartridges for just a few bucks that means you get to shave with the fresh blood any time you want which feels amazing will i be locked into a contract no we wouldn’t lock you into anything that’s a relief how long for delivery i’ve got a conjugal visit next week well what if i don’t have to shave that often no problem after you sign up you can choose to get replacement cartridges every other month you sound like my mom i like that what’s this i hear about dollar shave club selling more than just razors you heard right we make all our own high quality grooming products like dr cover shave butter boogie’s hair gel and big cloud daily face moisturizer with sunscreen now you know what the fact is up from dollar shave club so join the club today now before we get into the tips and tricks let’s take a refresher on what exactly is social media marketing social media marketing which is one of the most commonly used and lucrative forms of digital marketing is a methodology that has brands creating and sharing content on social media now if you’ve ever been on any form of social media be it linkedin facebook or instagram you’ve probably been exposed to some form of social media marketing remember that burger king video advertising their new whopper or about a marketing tool that can help you visualize your team’s workload better than any other in the market right now now these are just some of the many ways that you’ve been marketed to the objective when it comes to social media marketing is to achieve the brand’s marketing and branding goals now this could be increased engagement more clicks conversions and so on so how do they do it with text and image updates videos or any other form of content that can attract the user’s attention and can drive engagement from them now alongside publishing quality content it also involves analyzing your data and running social media advertisements now some of the more popular social media platforms right now are facebook instagram twitter linkedin and so on next let’s talk about some of the advantages of social media marketing first off social media marketing provides great brand awareness now with the help of interactions with people on social media brands are able to build up their reputation as a business and with each interaction each post each share the brand is exposed to a larger network of potential customers who might be interested in the products or services offered next it gives you more traffic to your website marketing your products or services on social media will also attract customers to your website outside your usual customer base next it improves your brand’s search engine rankings now although this isn’t a direct correlation social media marketing does have a part to play when it comes to helping your page rank higher up in search engine rankings now if you start posting high quality content people will start liking and sharing it this will in turn bring it to the attention of influencers within the industry who will be willing to write about your business and then this gives you backlinks which as you know will help you improve your search engine rankings next it will give you improved conversion rates now with your brand being much more visible and interactive on social media every text image video or comment could potentially drive users to your website social media also humanizes your brand now this leads to more customers trusting your brand and being more interested in your products and services then we have improved customer satisfaction when your customers interact with your brand on social media it provides you with an opportunity to show compassion for your customers personal messages to customers addressing their concerns will be viewed in a positive light and can go a long way when it comes to humanizing your brand social media marketing is also cost effective now compared to other forms of digital marketing social media marketing offers some of the most flexible and relatively low cost options available now this opens your budget for more marketing and business expenditures now if you do get into paid advertising a good strategy will net you a great return on investment and finally it will help you become thought leaders now with your high quality posts communicating with your audience sharing content and promoting your authority you can have your followers look up to you now this will allow you to become a figure of expertise in your industry now let’s go into the social media marketing tips and tricks number one set up your goals now what good will your actions do if you don’t have a goal in mind the goal of your marketing strategy will be the driving force behind every decision that you make now this is exactly why setting up goals is very important moreover your marketing efforts have to align with the goals of the organization now here are some things that you need to keep in mind while setting up your goals first of all your goals need to be quantitative for example you need to have thousand conversions by the end of the quarter or 5000 followers on instagram by the end of the month and so on number two you need to stick to a consistent deadline this gives wait for each of your actions number three make sure your goals are smart now smart refers to specific measurable attainable relevant and time based now let’s go to number four like i mentioned earlier your goals need to be aligned with the marketing strategy now alongside these goals there also needs to be the north star metric now what is the not star metric this represents a main goal or a fixed reference point that will ensure that your team is on the right course this north star metric will also give your team clarity and focus now let’s have a look at some popular not stars there’s increased engagement greater conversion rates more leads generated app downloads and so on now let’s go to number two understanding your audience social media enables you to interact engage and build relationships with your audience now by understanding what they need want and desire you can deliver content in a way makes your product or service the answer that they’re looking for now there are also other ways you can understand them better this could be surveys to determine the issues that bother them the age demographics of your audience by conversing with them in forums responding to their comments on blogs and social media taking up their feedbacks or suggestions into consideration and acting on them and so on now here’s an example of different channels and the audiences that use them now here we taken our personal example hither simply learn now simply learns audience is predominantly working professionals and graduates an academy has high school graduates and the baiju’s app has high school students as users now let’s go to number three determining the right social media platform now while performing social media marketing choosing the right platform is really important now while selecting them you need to ask questions like why you’re using that particular platform who you’ll reach with this platform what content would work best on the platform and is there any content that was unique to that platform for example youtube and then there’s videos on it now answering these questions will help you zero in on a platform for you now while there are several platforms available for you to choose from let me tell you about some major ones there’s linkedin facebook instagram and pinterest let’s talk about the purpose of each of these platforms now linkedin is a professional network that’s best suited for b2b audiences now for facebook just about everyone has an account on it content that’s related to news or entertainment usually finds success on facebook then we have instagram visual content works best on instagram now although it works well for static images and short form videos it doesn’t drive a lot of traffic to your website then finally we have pinterest pinterest is also limited to static images however it’s highly effective at driving traffic to your blog now let’s go to number four setting up a social media calendar a social media calendar determines the message you want to convey to your audience it also consists of information regarding the different kinds of content that will go up on the social media platform now let’s have a look at some of the most popular types of posts on social media first off we have competitions now i’m sure all of you have seen posts like tag a friend who does this or comment or like to win something and stuff like that competitions like these provide great opportunities for engagement with the audience now they can be used to encourage your followers to share your content it could be also for them to create their own content along with the predefined hashtag competitions help grow your presence on social media then we have polls or service polls can help you with data collection that also encourages followers to take action and interact polls and surveys also provide opportunities through which you can learn from customers to understand what they like about the product or service or what they don’t and to receive their feedback then we have videos and live streams now although we’ll be covering this in a little more detail further on visual storytelling along with videos and live streams goes a long way to drive engagement among your audience now these help get your followers attention increase trust and credibility and have a high response rate and so much more to offer live stream with its live nature and having a human face alongside your business humanizes your brand and by extension helps increase customer loyalty and trust then there’s infographics articles and images social media calendars are successful because of their ability to increase collaboration within the team help understand what works and what doesn’t and in distributing resources in an effective manner next up we have number five using social media marketing tools social media marketing tools align to the goals of your organization with it you can create high quality content attract new potential customers and drive engagement it also helps you with the planning process you can plan create and schedule posts on your social calendar now some of the more popular social media tools include buffer hootsuite bus sumo if triple t and much more now these tools also help with generating leads creating email lists finding a relevant audience to show your content to creating buyer personas providing you insights on what works and what doesn’t and giving you templates for different kinds of posts now for number six visual storytelling now visual storytelling involves passing out a lot of information in the simplest of forms visually using pictures and videos your followers are able to grasp the message quickly and remember it for a long time afterwards visual storytelling is also not limited by language barriers this helps it become interesting and entertaining to anyone watching it this can help your audience stay interested and engaged grab the attention of potential clients and so much more but it also has some other advantages it helps you build a bond with your audience visual storytelling connects with your audience methods like live streaming help humanize your brand and help grow customer loyalty and trust it helps the audience quickly grasp the intended message thanks to its simple nature and finally most importantly content like images and videos are what go viral with visual storytelling you increase the chance for your content to be seen by more potential customers have a look at some of our videos now here’s what is machine learning data science in five minutes and ai in five minutes now these are some of our most viewed videos on our channel and now you know why visual storytelling if you guys are interested in watching these videos you can check them out on our channel home page we also have similar videos about blockchain devops and six sigma now back to our list let’s go to number seven paying for advertising this is a method that helps you find target and reach your audience with ease it can greatly help with achieving your organization’s marketing goals this can help you improve your reach and improve your brand’s visibility its pay-per-click model ensures cost effectiveness while providing great results and return on investment it also helps improve targeting by letting you control who sees your ad you get to choose from a number of different factors like interests hobbies personality types and so on alongside the basic user demographics like age location gender and so on now since most social media platforms have native analytics you also get to assess and refine the performance of your ad campaigns now as great as it sounds there are certain pitfalls that come along with paid advertising first of all your audience could get exposed to your posts too many times and tune out your content disregarding it in the process second it could get really expensive for smaller businesses or startups to manage a campaign to its maximum effectiveness third people could pass off your content as irrelevant and unimportant you’ll also have to deal with a whole lot of competition smaller companies with lesser budgets have an uphill battle to deal with better funded organizations next we have number eight newsjacking new stacking is a method that involves using current events to promote your own brands products and services now it’s a popular method that’s used to improve brand awareness news jacking uses the popularity of the current events and drives it to your brand it also helps shine a spotlight on your products it also helps you show off that you are up to date with current events in the industry and that your product is relevant by extension it also improves engagement and website traffic now for number 9 a b testing a b testing is a popular method for comparing copies creatives and ctas or call to actions of the posts that you put on social media now since audiences would react differently depending on the content a b testing helps determine which of the variants your audience engaged with the most a b testing can also be performed on variations of location age gender education your audience interests and so on next up number 10 community and influencers joining communities helps your brand link up with like-minded people and other companies belonging to your niche it’ll also help you establish your brand as an authority within the industry now actively participating in these communities can help create your own audience of potential brand advocates to group up with on the other hand partnering up with influencers helps promote your products or services to a brand new audience it helps provide an additional layer of authenticity in youtube which is also a social media platform if you didn’t know here are some very very popular influences we have marcus brownlee unbox therapy mr who’s the boss and lioness tech tips each of them with more than 4 million subscribers and finally we’re at number 11 measuring and analyzing results accurately tracking and measuring your marketing efforts are an important part of the process it ensures that you’re making the most out of your campaigns now it’s really important that you find key metrics that are crucial for your brand now these metrics can be tracked weekly monthly or in a quarterly basis and

based on these results appropriate actions can be taken on facebook you could look out for reach and engagement on twitter you could look out for impressions clicks and impressions and interactions on linkedin likes comments and mentions on instagram and engagement and impressions on pinterest some of the most popular tools used for this purpose are sprout social buffer hootsuite google analytics and so on now before we get into the tips and tricks let’s take a refresher on what exactly is content marketing content marketing is a form of marketing that involves the creation and sharing of online content to help generate audience interest in a brand’s product or services this means providing information that the audience considers valuable and relevant in a consistent manner so that it drives some sort of profitable customer action so let’s talk about the content that falls under content marketing there’s options like blogs videos infographics case studies white papers and ebooks so why is content marketing so important firstly it helps build awareness trust and loyalty in your brand the more your brand provides accurate and well-researched content the more people learn about and trust your brand the more the audience trusts in you the more they’re likely to buy from you creating the content is relatively inexpensive and can be done in-house content marketing will also enable your brand to increase traffic to your site and get more conversions it also helps improve other marketing tactics like search engine optimization social media and public relations now let’s have a look at the content marketing process the first step is to determine what goals you want to achieve with your marketing campaign it could be increased conversions website sign ups and so on then you set up buyer personas from among your audience that can buy your content but what exactly are buyer personas now these are research-based profiles that represent your target customer buyer personas help you describe your brand’s ideal audience the decisions they make the challenges they face their interests and so on next you’ll have to set up content audits to determine the best type of content that works for you you also need to set up a content management system like hubspot squarespace wix and wordpress they’ll help you with increased collaboration greater support run a b test and much more you need to brainstorm for new forms of content that your audience can enjoy after that you can zero in on a particular form of content that would work the best for you and finally you can publish and manage your content now let’s talk about content marketing tips number one remarket your content content marketing is one of the many ways you can spread your content to a buyer audience you can define the audience you want to market to and then tag visitors who come to your site and using google’s display network you can strategically position your ads in front of people on google or its partner websites who previously interacted with your website and advertised to them through this you can build awareness and engagement with your audience here’s an example of a banner advertisement i would be shown if i was shopping for a macbook pro on amazon and changed my mind at the last moment this ad would maybe stay at the back of my head until eventually i go and finish that purchase now let’s go to number two answering complex questions with your content targeting specific keywords is extremely helpful with your content this is why you need to focus on google’s featured snippet this position also known as position zero enhances and draws user attention on the search engine’s result page through the featured snippet you can drive a large amount of traffic to your website while cementing your position as an expert in your industry you can have different forms of snippets like definition boxes where a snippet of text gives researchers direct and concise definitions and descriptions you could have tables where data is taken from the page and displayed in a table you could have ordered lists where items are presented in specific order and you can also have unordered lists next up number three we have create a personality for your brand if you’re looking to grow a following for your content try not to copy how already established and successful corporate blogs do things nowadays audiences tend to prefer content that has a certain humanness about it tend to follow solo influencers they advertise their brand by being themselves in a way they’re selling themselves by being themselves you need to analyze what these popular and influential blogs are doing and incorporate into your brand’s website thanks to this your audience will connect with you and come back for more now here’s an example of one of the largest players in digital marketing neil patel see how he himself is the brand and if you’ve gone through his content you know it’s pretty great as well that’s what you should be striving for moving on to tip number four ensure that your content matches your brand’s voice to make sure of this you need to constantly review your editorial standards and make sure your tone and quality remain consistent you need to ask your audience questions about how you can develop and refine your brand’s voice by answering these questions you can provide your audience with a more cohesive and helpful experience your tone of your brand can vary on the basis of what type of content you’re planning to post and what the goal you want to achieve from the campaign next up we have number five back up your arguments for data using statistics and facts to make a point by including a link to the original source makes it extremely credible this data can help the audience grow trust in your brand to persuade them that your content is valid and valuable this will also help your brand grow as an industry expert at number six we have use specific keywords now make sure you use specific keywords in your content this takes care of the seo aspect behind your content this will also help your content have a greater chance of being found indexed and ranked it could also help your content rank for niche topics within your industry moving on to tip number seven evaluate the success of your content with data earlier we talked about why it’s so important that you back up your content with data now let’s talk about how data can help you improve analytics tools will help you learn more about how well your content is doing the age demographics of the people enjoying it who doesn’t their locations the best time to post and much more with this data you can make sure that your time and money are being used in the best possible way some of the most popular tools in the market are buzzsumo evernote hubspot trello and wordpress these will help you find topics and influencers within your industry you can capture organize and share notes collaborate with team members create sales funnels and much more now we’ve reached midway right now so i’ve got a question for you do you guys have any tips for content marketing that we haven’t covered yet let me know in the live chat alright so let’s get back to our list tip number eight is to be consistent with your content post your best performing content and make sure they follow a consistent schedule finding a balance of the different types of content to be posted with the help of a content calendar will show your audience that you’re committed to providing them helpful and informative content this will also establish your brand as an authority and thought leader within your niche it will help your audience depend on you for quality content and give them a reason to return tip number nine is to make your content actionable providing actionable steps or information in your content will coerce your audience to take a particular action quickly it can help you create value-built content and fix pain points faced by your audience build a strong relationship with them and earn their trust it also leads to increased engagement and a positive brand experience it provides users with real value and solutions leading them to take action here we have an example from trello where we see a pop-up with a call to action asking interested users to input their email ids to sign media today involving more than 200 marketers more than 49 of them felt content marketing was really important to their digital marketing campaigns and more than 25 percent of their budgets are used for visual advertising content like images infographics videos and other forms of rich media will help you enhance the message of your brand and reach a wider audience here’s an example of advertising by coca-cola although there’s not a lot of text in the ads you can immediately recognize the unmistakable branding and the message they’re trying to send moving on to tip number 11 create trending and evergreen content creating content that’s evergreen and trending with your own unique angle statistics and research will be a huge advantage since you’ll have to update it every now and then you’ll get a great deal out of the work without having to do a lot of work here’s an example of one such evergreen article people are never going to stop wanting to learn how to do seo so with a little tweaking every few months to reflect new changes that google may have done you’ll have an article that you can get considerable mileage out of next up tip number 12 is to understand content that works for you you need to analyze what content works on different social media platforms for example you all know youtube is the best place for video content instagram and pinterest for visual content twitter for smaller snappy content and so on understanding what works and what doesn’t will help you better spread your content across the internet tip number 13 is to understand your target audience now like i mentioned earlier your marketing campaign isn’t going to bear fruit without targeting a specific audience understanding who your audience is is one of the most important steps for this you can find this out by asking questions like who you’re engaging with online their age location language etc by using social listening to find out what audiences are talking about your brand using tools to research what social channels your audience is using and so on after understanding them you can set up buyer personas for your audience tip number 14 is to perform a b testing now abs testing will help you understand what your audience likes or doesn’t what content works for you and much more you can do a b testing on headlines and title tags call to actions content formats image types content length and much more it can also help you make better decisions in the future and finally our tip number 15 is to reach out to people sharing similar content one of the best ways to build your audience is to get people or influencers who already share content within your niche to share your content now since these people already have a trusting audience they would be a lot more likely to enjoy your content content marketing strategy so buckle up and let’s get right to it and we’re gonna get right into some of the best practices some tips some methodologies some things you should be doing with content marketing so right out of the gate let’s start talking about knowing your audience okay so content is all about writing for a particular audience so it’s just like speaking except when we’re speaking to somebody we’re speaking directly to them content is very similar and so we have to be able to know our audience ahead of time so what you can do is collect demographics of your target audience based on who’s coming to your website so you can get that data in google analytics under audience email subscribers i mean who is subscribing to your emails who do you already have in your email database and you can look at social media i mean you look at facebook you can look at the people who are already connected to you okay these are just some three three of many examples you could be doing to gather data on your audience okay you have to know who your audience is before you start writing you know for a successful content marketing strategy you really just need to know your audience and basically you’re going to segment them based on their interests so that content is going to be catered to that audience okay so if it signs that likes a specific you know product uh that you offer or feature that’s part of that product that you offer then that’s the segment you’re going to be writing about so you need to collect your data on your audience ahead of time then you’re going to segment that audience okay so you’re not going to write content for everyone because the shoe doesn’t necessarily fit for everyone okay the shoe has to fit for specific foot and in this case we’re talking about an audience we need to be able to segment our audience out and you could certainly segment them out by age by gender by education level by income by interest i mean these are just some of the examples again it could be new returning or new reusers versus returning users it could be users who have purchased from you in the past versus users who haven’t purchased from you in the past it could certainly be an age range or it could be even going further on interest level or combination thereof okay so for example you can get that demographic information using google analytics just got to go in the analytics under audience under demographics you’re going to see age and br it’s age is broken out by age range and they’re going to see gender so you’re going to see a breakdown of gender and use that to your advantage so if you’re going to you know write some content and you know 99 of your traffic is female the age of 18 to 24 then you know that content’s been catered accordingly so we could certainly go to facebook page insights and get some really good demographic data there because facebook is all about demographics okay so you could see exactly you know how many fans you have broken out by men versus women and then you can see again same thing as google analytics you could see an age range breakout you could use twitter analytics i mean twitter has shared some really good insights into education level so you know if you’re dealing with you know highly sophisticated people who have master’s degrees or even higher or let’s just say even on linkedin you know that a majority of the people you’re trying to target are c-level meaning ceos or cfos or cmos you know chief marketing officers or chief executive officers then you’re going to cater your message a little bit different than say mid-range managers or or you know even high-range managers or even vps so use your audience information you collect on these various platforms to your advantage okay so let’s jump into number two we want to create high quality content now i know this sounds like a given but and i say but heavily there’s not a lot of high quality content out there on the internet so separate yourself first and foremost always always always create high quality content it’s going to result in a lot of things that are going to benefit you you know one you’re gonna come across as you know somebody who knows what they’re talking about and that’s gonna help increase your brand awareness okay when you increase your brand awareness people know about you so it’s likely going to increase traffic to your website or if you’re on social media you know if you produce good high quality content people are gonna share that content okay so from an seo perspective it can improve website ranking meaning if you have good quality content you know and it’s really focused in on a specific topic or a certain set of core words keywords then you’re gonna rank improves website dwell time meaning hey you’ve got good content people are gonna hang around to see what else you have to offer okay so it’s no secret that you know good content you usually leads to you know quality engagement and then certainly last but not least you can gain a lot of leads here meaning hey somebody likes what you have to say whether it’s a video or a blog post or or infographic you know people are going to become more interested more engaged spend more time and that’s all going to funnel through to somebody taking that next step in the funnel and becoming more interested in your service or even purchasing one of your products so creating high quality content involves brainstorming topics and terms you know you got to do the upfront work due diligence is at work here so brainstorm some topics use a keyword research tool to gather results so if you have a topic you know one of the benefits of quality content is rankings go to google’s keyword planner understand how much quality and and understand how much competition each keyword has or understand how much volume each keyword has that’s what’s available in google’s keyword planner or any really any keyword planning tool you always want to create original content okay so you don’t want to plagiarize or take somebody else’s content and then you want to support that content with compelling headlines so if you have a piece of content you got to get somebody’s attention write a nice headline that’s going to grab their attention okay so give valuable content to readers and add resources from well-known sites so if you you do borrow say a data point from another source then you know cite that source you also want to create engaging and thought provoking content get somebody to think i mean people are going to rage your content because they not they don’t know the subject matter their interest in the subject matter and they want to be able to spend the time taking something away from that content follow a logical structure and use relevant images i can’t stress this one enough you know just throw things on a web page you know put some structure to it maybe you have to break it out if you feel like you have too much content there’s no harm in breaking it into part one versus part two get people uh tease them a bit get them to come back and read part two okay use different content forms in case somebody’s interested maybe you want to capture some data you know prefer short paragraphs to make the content readable remember if you’re talking to c-level folks you know maybe you don’t have to dummy down the content so to speak but if you’re dealing with you know folks or people that are right out of high school or still in high school then adjust your content in format and paragraphs accordingly and then update the content as well just because you publish it doesn’t mean that it’s done i mean when we’re talking about a web page we’re talking about something that is actively changing or can change the medium that is dynamic okay so if a data points change go back in and update that data point and then let people know about it because they may want to come back and and you know check in to see how much that data points change so these are all you know good takeaways for creating high quality content there’s some other things that you should be aware of you know grammatical mistakes you know you need to avoid those there’s no reason for grammatical mistakes today’s technology doesn’t allow for it and hey listen we all have friends we have colleagues my desk is sitting next to a colleague who’s more than happy to read something before it gets published so take advantage of the resources you have available no reason for it because if you have a grammatical mistake you just lost a lot of credibility you know don’t be afraid to add a clear call to action at the end of your content if somebody’s interested in reading it they’re probably going to be interested in taking the next step whatever that next step is okay so creating content that fulfills viewers requirements meaning if somebody’s searching for something and your content shows up in the search results then they’re actively looking for you what are you offering them is it fulfilling their requirements you know don’t be afraid to use examples throughout your content in fact work in or integrate some case studies in there show clear examples to stress your points and then just don’t put words on a web page you know to break up that content with an image that’s going to be visually appealing okay and you can add images from public domain sites meaning stock imagery if that’s what’s going to help create visually appealing content and then give more information to your audience and we say prefer to give more information meaning hey going back to the content i was saying about breaking it up organizing it if you have more information you don’t withhold it have them come back and read a secondary blog post or secondary piece that supports the original now we want to move from high quality content to running a b test baby test so important why because with a b split testing you can increase your conversion rates okay so four elements to test in your content marketing strategy so if you have content say a blog and you’re testing that blog you know test out the images test out the forms do you have a long form or short form you know test out the content length you can have a variation that is a lot shorter than the original does that increase or decrease bounce rates play around with call to actions your call to actions do matter you know do you want to use a softer call to action a softer tone or do you want to use something very direct and strong you know test call to actions to see what’s going to get people to move closer through the closer to purchasing and through that funnel so a b testing to me is something that should be naturally done with google optimize it’s free so with images you know you could test a lot of different variations of images anything from people to you know outlandish imagery to just something very stock and neutral but just make sure that those images are relevant to the post you know test the length of that content you know again if you know that your average time on page is very low you know don’t write something very long write something that you think is going to stick with that time on page but on your a b test create something maybe a little longer if it’s engaging enough maybe somebody’s gonna stay a little bit longer on the page so you know create a variation it’s gonna play with that length okay so use analytics to your advantage to figure out as a baseline what amount of content is getting people to stay on the page then see if you can push the envelope one way or the other okay improving the page with sign up forms really what you want to do is create a user friendly experience so when you have sign up forms and don’t make them non-intuitive don’t make them difficult you know link maybe up to facebook or google so if they’re creating an account they can create an account via google or facebook or you know don’t put too many forms on the page and then on those ctas as i mentioned play around with the tone you can also play around the color i mean i test color all the time believe it or not color does matter don’t use red use green people react to different colors but again you have cultural variances as well so you got to take that into account if you’re in the middle east or the far east asia you know color schemes and what you say matters and it changes versus say you know europe or the west okay so keep that in mind when you’re making changes on color or tone or placement and things of that nature so you want to conduct a competitor analysis so we’re talking about creating high quality content testing that content you know brainstorming some topics you know looking at your audience you’re doing all this work you might as well take the next step and figure out what it is your competitors are doing so you can opt for competitive analysis by identifying your competitor’s top performing content for specific topics okay and so really what we’re trying to do here is improve our conversion rates so what are your competitors doing what are their baselines we can maybe up that annie i mean that data is also available in google analytics so you can look at benchmarking reports in google analytics to get some form or fashion you can also go to facebook and look at your competitors facebook pages and see what’s performing in terms of engagement but what you want to do is find out your strongest competitors by using search engines or check which websites are competing with you and again that could include facebook as well or maybe even linkedin so you go with the search engine route you can always type in that coveted keyword that you want to be found for see who’s ranking ahead of you and you can see the metadata meaning the title tag and the meta description you can actually see hey what are these guys writing that’s getting them recognized in the search engine rankings so you can certainly if you go to search engine route you could certainly leverage an seo platform like search sem rush or moz or something like that that’s going to allow you to get some good insight on competitor information so keep in mind there are seo platforms that will give you information on your competitors and that’s what these seo platforms are good for so number five moving on choose a suitable content format so now we’ve done all this homework we know what we want to say we know who we want to say it to we’re ready to do some testing but we need to find a format because it’s not always about a web page per se meaning content on a web page there’s not always about a blog post with content in that blog post okay we need to decide the type of content that’s going to fit what we’re trying to say so again you can go the traditional route with just posting a blog post and there’s nothing wrong with that because with a blog post you can incorporate video and imagery you could also go a more harder route when i say harder more let’s say official route with an e-book or case study something that a user is going to be able to take away with maybe download something more official um something more in-depth something with a harder stamp on it so that that shows individuals that you’ve taken the time you’ve done this homework you’ve done this research you’ve done some really in-depth analysis and now the proper format for that is not a blog post it’s an ebook now if you’re into talking like i am then you could certainly do a podcast and podcasts are always popular depending on the topic so you got to be aware of the topic now videos are always always a good option you got the likes of video and video and youtube and some other you know video platforms out there that allow you the ability to get found very quickly especially with the likes of youtube you know people use youtube before they go on to purchasing a product so think about that so if you’re trying to get somebody if you’re trying to sway an audience to move from being a brand awareness and a loyal you know customer to taking the next step okay to purchasing more or purchasing for the first time and so videos kind of help convey that now if you’re trying to convey a lot of different points then an infographic might be your best option instead of having to write out all those points try using an infographic to convey those points visually now again with blog posts it should have valuable content that can be shared by your website visitors on social so that’s the key make sure you have those shareable social icons now with ebooks it should have longer in-depth content so and it shouldn’t be published frequently so maybe if this is something you’re doing annually then ebook could be the format with a case study what you should have a customer story that succeeded in and you solving that customer’s problem so the case study is always there for you know somebody to get an idea of what you’re all about infographic is just visualizing data in a more organized way in a more visual way so somebody understands what you’re trying to convey now with that podcast again suppose your audience doesn’t have an interest in reading again it could be a certain age certain gender a certain culture hey everybody absorbs information differently so think about it ask yourself is the podcast the best way to communicate to my target audience and then videos are highly engaging they’re also shareable on blog posts and pretty much most if not all social media platforms so once you’ve done that once you choose the proper format you want to choose a content management system that’s going to work for you so you want to be able to choose something where you can plan appropriately produce manage publish and measure results all in one place there are plenty of content management systems out there that will help you do all of those things okay so some examples are wordpress hubspot binder i mean we can list hundreds if you’re into blogging you know wordpress is the way to go if you’re into building out landing pages that you want to you know share you know hotspot could be the way to go okay there are lots of available options out there so moving on number seven target your audience using emails okay so what are we talking about well we all know what emails are emails help us to communicate directly with our target audience and convert them to leads so email is a good way to follow up with your audience so if you’ve done a podcast follow up with an email you know maybe get them to you know fill out a survey via email based on that podcast or if you create a podcast about some data that you talked about in that podcast follow up that with with them via email with an infographic perhaps okay built into the email okay there’s lots of ways that all these formats can complement themselves via email okay you could certainly take a blog post and package it into an email and have a link pointing back to the blog post maybe as a teaser or if you’re doing a series a series of blog posts you know you could tease that in an email so an email is a good way to you know follow up with your target audience indirectly or directly when we say indirectly you know you can collect emails and send out those emails with you know certain information or what you should be doing is targeting and segmenting your emails just like you are your content so if you’re producing content for certain audience then make sure that particular audience gets that same email now some of the email content that you could share with your target audience are newsletters okay seasonal emails promotional emails automated messaging and what we mean by automated messaging hey if somebody just purchased from you send them a thank you email maybe follow up a couple days later with another email with a survey or what you could do is if you know who your loyal customers are you target them with a promotional email so there’s lots of ways to slice and dice content via email okay just make sure you know your target audience is there’s lots of things you can do in email again you can complement lots of different formats within email as i mentioned before with a podcast or a blog post so keep all that in mind email’s a good way to communicate with your audience okay the last point we want to make here is use native ads okay so we talk about native ads it’s one of the smartest ways to connect your audience with your brand so for example this is a native ad on buzzfeed okay it’s about 15 bands that probably won’t exist without led zeppelin okay so for you folks out there that don’t know who led zeppelin is a rock group from the 70s late 60s 70s okay disbanded in 80 81 82 early 80s okay but you know people grew up like myself listening to led zeppelin okay so you can see the headline here 15 bands that probably won’t exist with the outlet zeppelin you know i’m interested in who those bands might be even if you don’t know who led zeppelin is okay you might be inquisitive to say okay who is this led zeppelin group and what are these 15 bands the key here is not to say the headline or led zeppelin per se but it’s a native ad and it’s sitting next to content talking about music okay so according to forbes online audiences are 25 more likely to look at a native ad than add a banner and so that native ad in this case we’re talking about music needs to be sitting or accompanied alongside content talking about in this case music you know would help if it was rock music just music in general might get enough to get peak people’s interest okay so if you’re going to create content you know align that content with something that’s you know naturally going to fit and that’s why we call them native ads because they’re native to the content that they’re associated with so finally after all that’s said and done when all you’ve done is create good content follow up via emails targeting your audience and associating that content with you know content natively then you can always measure your content performance so my favorite part of it all you going to analytics going to facebook insights you know you want to go in and check out how that content’s performing and you want to do that because you want to be able to see what’s performing what’s not performing the key here is associating the content with kpis that’s really the key so measuring the right metrics can help you understand whether your content is engaging or not so again measuring the right metrics okay so when we’re talking about a video you’re not necessarily going to look at page views you’re going to look at video views so you know some of these basic metrics of users and sessions and pages bounce rate you know dwell time that’s all great but you just need to make sure that you’re aligning the right metric with the right asset so for example if you have a case study or ebook you want to make sure that you’re measuring how many downloads the ebook or the case study received again with the video you want to measure video views now if you’re packaging up emails and sending them out to your target audience you want to make sure you look at open rates and click rates okay so a lot of things you can be looking at so make sure you choose the right metrics because there’s hundreds and hundreds of metrics to choose from so just be aware all the different metrics that are available you know if you’re in it for search okay how much traffic getting from search where are you ranking so there are a lot of things you need to think about so think about the content that you’re producing and think about how you want to be able to measure that content so let’s go back over our checklist here so what you could do is create an editorial calendar in fact i would highly suggest you create an editorial calendar in order to keep track of all the content you’ve done over a period of time are you making your content worth reading that means are you checking the results of that content what we just went over measuring the content is it worth reading have a column set up in that editorial calendar you know performing or not performing if it’s not performing don’t do it again okay curate your content okay you always want to you know make sure you’re reusing or using or adding to the content that you’ve created guest post on influential blogger websites you want to add statistics numbers and quotes to your content make it engaging make it look like you’ve done your homework you could share all your content not just on social media but you know platforms like slideshare now you can share it on all social media platforms i’d highly recommend it and again you can even repurpose it as a blog post so if it’s a podcast then you know you can recite that podcast in the form of a blog okay so get some testimonials that support some of your content again create a podcast you can send out an email with a survey or trying to solicit some testimonials or if you post something on facebook you know leverage the feedback you get from facebook in the form of a testimonial okay and then you want to promote your blog post for maximum success and a lot of that means seo so make sure you do your due diligence and get the right keywords in that blog post okay so you can create personas for different user audiences okay so remember it’s all about tone okay so if you’re going to create a blog post make sure your tone is aligned with that right audience whether that be young middle aged or older are you choosing the right type of content okay you’ll know based on the results okay you want to add h1 and h2 tags on your web pages why because when we’re talking about content we’re talking about organizing the content and h1 and h2s help you organize the content appropriately customize the metadata metadatas title tag and meta tag descriptions and even alt tags okay all of that is for search so you want your content to show up in search whether that’s video infographic or blog post all of it can be shown in search results so make sure you write a good title and make sure you write a good meta description because that’s what people are going to see when they search okay so you want to create a detailed summary and title and again that goes along with the title tag and meta description and then you want to make it easy for the audience to ask questions and comment on your blog so don’t be afraid like i’m gonna do right now in this video is if i’m missing anything from this checklist feel free to comment hey i’ve written my fair share content but i could be talking to an audience that is just as qualified as i am and they may have some tips so feel free to comment underneath this video now don’t be afraid to ask just like i just did people are always willing to provide constructive feedback so don’t be afraid to ask for it and make it easy so to me every blog post needs to have some form of a comment box because blog posts are out there to solicit engagement now let’s recap everything we talked about because we’d certainly covered a lot and there’s a lot to cover when it comes to content marketing so one know your audience again you can lean on google analytics you know demographic data whether it be age or gender you could do the same with facebook and twitter and linkedin you know every platform has some data you could take away create high quality content when i mean high quality content just brainstorm some topics has it already been written to death about or is this unique you know don’t write something your competitors are writing okay don’t copy what your competitors have written organize your content support it with good imagery all of these are tips to creating high quality content okay when you create that content think about running some a b test you know run some variations and switch out the image switch out the call to action see what’s going to get people to react and engage with the content conduct competitor analysis so lean on the facebooks of the world to see what your competitors are posting see what’s engaging for them okay you can also lean on these seo platforms like sem rush and moz all you got to do is plug in a domain and they’re going to give you some information about where a particular competitor ranks for keyword or how many backlinks and what websites are linking to them so all that’s available in these seo platforms okay so you want to choose a suitable content format we listed a few from ebooks to case studies to podcasts to infographics to blog posts to videos it’s up to you what you think is best for your audience just keep in mind you need to be able to measure it and so that’s the important thing if it doesn’t work the first time out then you might want to consider changing out the content format choose a content management system you know plenty out there wordpress is a good one if you’re going to be a blogger okay blogging allows you to you know post optimize that blog post you know you could have the ability to share that blog post across social platforms and you can also have that blog post show up in search engine results so you can’t do any of that without a good content management system so you want to target your audience using emails okay so email is a good way to again further communicate with that particular segmented audience and again you could use it to send out promotional emails to loyal followers or you can use systematic emails to send an email a thank you email somebody purchases and then another follow-up email and again you can repurpose some of the content you’ve done in another format in the form of an email so you know if you created a video you know put that video in the form of an email and send it out to your audience to make sure they’re not missing out on that video you just created so lots of ways to use email take advantage of email it’s your ally here okay use native ads okay don’t be afraid to put that content and pair it with some other content on another website it’s been proven people are going to engage in an ad that they see based on the content they’re currently reading because the ad if it’s native it’s going to be similar in nature to the content they’re currently engaged in and then measure your content performance i can’t say this enough make sure you’re leveraging google analytics okay with google analytics or facebook insights or twitter or linkedin or any other platform you’re running on they’re gonna have data on what you’ve posted so take advantage of it line your kpis so if it’s an e-book or case study don’t measure just traffic measure how many people are actually downloading them okay if it’s a video how many people like the video how many people are commenting how many people are sharing the video how many people subscribing to your playlist based on that video content okay so these are all things you can measure okay so every platform from wordpress to youtube to reddit has some form of analytics associated with it today we’re going to talk about how to get traffic to your website so thank you for joining and let’s get started so let’s imagine you’re setting up your own website okay you’re clicking away you’re developing using some good tools you’re developing you’re designing you’re doing some qa you’re testing you’re sharing with friends and an alpha version and then finally your website is all set up congratulations well when you hit enter and your website is finally published what’s going to happen well a few days later you’re checking your website and you’re looking at analytics and you notice your traffic’s very low okay well you’re scratching your head because you’ve done all this work with your website but you’re not getting any traffic so the reason is you spent all your time developing designing the website to make it look good but you didn’t do anything or any planning or any strategy around bringing users to your website so the two go hand in hand you just can’t build a website without thinking about how to drive users to the website and so before i tell you how to bring traffic to your website let me tell you why this is so important okay why do we want to bring users to our website i mean it has to be on equal ground as web development and design is somebody who goes to your site and then does something when they get to your site so you have users and when those users get to your site they’re generating page views and traffic and you want to turn that traffic into engagement okay so each page’s traffic is configured independently of all their pages so when you go when somebody goes to your website they look at a page that’s a page view in certain pages on your website you want to turn that page view into a conversion okay whether that be you know looking at a video or purchasing something so think of these pages on your website as salespeople they’re trying to convert visitors who come to your website but first we need to get the visitors to your website so when you get visitors to your website again you can generate sales which means revenue or you can increase brand awareness or you can earn revenue through sponsored posts and advertisements so if you have for example a lot of content on your website you can turn that in to revenue by hosting ads on your website so when somebody clicks on that ad you’re going to earn a percentage of that click okay what that click is worth so having a website means a lot of good things for you but first you got to get the traffic there and so what we’re going to do is we’re going to tell you how to drive traffic to your website so there’s lots of different ways in which you can bring traffic to your website well the first is paid advertising so paying to advertise your products services with ads is one of the easiest ways to drive traffic to your website so some of the options available are search ads social media ads or display ads so search ads are ads that are displayed in the search engine results so when a user types in a keyword query you want your ad to show up based on that keyword query okay so an example is digital marketing course somebody types in digital marketing course and simply learn is the first app that shows up how do we know it’s an ad because you can see the word ad next to the domain so when somebody clicks on that link simply learn is going to pay google so that’s how search advertising works okay the next is social so social media marketing involves increasing traffic or engagement or brand awareness a lot of different strategies but you’re instead of doing this on search you’re doing it on a social media platform okay so for example you can advertise on any particular platform and the way you advertise could be with an image it could be with a video so in this case you could see cobreo is doing a sponsored ad here how to succeed with google ads and then another form of advertising is display so display means creating ads that are placed on specific websites so with display unlike search you have a choice in the ad format with search you only have text ads but with display you have text edge image ads rich media ads video ads so you have lots of different options in which you can advertise on other websites so the idea here is to get your ad in front of the right audience when they could see your display banner your banner ad then it’s going to be more visual more appealing generate some brand interest and hopefully you can get somebody to click on that ad and over to your website so that’s paid advertising again through search through social through display but you can also promote your site on social media so once your content has gone live you could take advantage of different social media platforms i mean it really depends on what you’re trying to promote because what you’re trying to promote needs to align with the appropriate social media platform so facebook is best suited for industries like food and beverages and news and media and if you’re selling a product so you fall into one of those categories and facebook could be the right platform for you if you’re involved in again beauty or food and beverage or e-commerce then you can also leverage instagram which is part of facebook’s ecosystem so if you advertise on facebook you can also advertise on instagram and or instagram so it doesn’t have to be and facebook and instagram it could be facebook or instagram you also have linkedin as a platform linkedin is great for b2b so if you’re trying to promote industry news or or tips and best practices or job postings then linkedin is the place for you it’s a b2b platform it’s great for targeting specific industries targeting specific job levels or job descriptions okay so linkedin is great if you’re into b2b focusing on the business side of it so you also have youtube now youtube is part of google’s ecosystem youtube is a video platform okay so it’s great if you’re trying to promote gaming or entertainment if you’re a vlogger okay so youtube’s a great way to promote your site uh by getting your product out there in the form of a video and then you have twitter twitter to me encompasses a lot of different industries beauty and fitness news and media entertainment okay you have limited number of characters but a lot of people are active on twitter and it’s a great way to generate some awareness and get some clicks over to your website so these are just some of the most popular social media platforms of course there are plenty more out there the third way in which you can drive traffic to your site is guest post blogging so most of you already know what blogging is all about well if you’re blogging for your own site you can jump on somebody else’s site and blog on their behalf so having the opportunity to guest post on another website can be very helpful because one that other blog could have lots of traffic and have a a well-known brand so if you’re blogging on another blog it’s gonna build your brand awareness and potentially increase traffic to your blog or website so it exposes to you to targeted traffic so if you’re going to guest blog guest blog on a site that’s very relevant to your business or industry that way you’re targeting the right audience okay you can expand your personal network so getting yourself out there getting your brand out there in front of a different audience and then obviously for service because it generates a backlink so serps search engine ranking pages means that hey if you want to rank organically you’re going to have to generate some backlinks so guest blogging is a way to generate some backlinks to your site and an effect that’s going to help you get your pages ranked higher because google is going to recognize the relationship from one blog to your blog and build up your relevancy so some other benefits here to guest blogging is you can grow your social media following because you can then promote that on social media that you’re guest blogging okay again you can improve your online authority okay because when you’re guest blogging and you have recognition on that guest blog if it’s a popular blog then it’s not going to help your domain and page authority for seo and then the end result is going to improve your backlink score so a lot of benefits to guest blogging to me at the end of the day it’s just about reaching out to your audience using another platform to do that in the form of a blog and the results of that is going to mean more brand awareness for you and turning that traffic from that other blog into qualified leads so you can also interview industry thought leaders so that’s another way an interesting way to generate traffic to your site so reaching out to thought leaders for interviews okay could generate some credibility for you and the other person so it’s reciprocal so it means that you’re active in the industry that you’re in and it allows you to engage with other leaders in the industry and the indirect net result of that could be increased traffic because if you do the interview and you record it or if it’s via video then you can obviously post it on other platforms and that could in turn drive traffic to your website obviously just like guest blogging it’s going to increase your reach so getting yourself out there nobody knows who your brand is and they know who they thought leaders are and they say you’re interviewing the thought leaders then that’s going to put you in front of these people and so it’s going to increase your reach another way to drive traffic to your website is just to make sure your website’s responsive and what do we mean by response of well we mean does it work on multiple devices specifically mobile so depending on the device your website hides shows shrinks enlarges or moves content so that it conforms to the browser that that person’s looking at on your web for your website so if somebody’s looking on mobile at your website you want to make sure that your website adjusts accordingly so you want to be able to you know test to make sure it’s responsive and so is content arranged based on importance okay does it work across different browsers on different devices and do the images text and everything else align just like it does on desktop so there are plenty of tools out there on the web all you need to do is just do a search for you know check my website for responsiveness you know so you you can use plenty of tools to check to see if your website is responsive towards multiple devices why is that important because if somebody goes to your website via mobile and your site doesn’t align properly or the contents all stretched out and somebody has to maneuver their browser just to see your website then chances are they’re not going to come back chances are they’re not going to convert okay so you want to be able to revise your device browser combinations you want to make sure that everything works accordingly you want to be able to test those fonts make sure they look good and then you also want to make sure that people can navigate so if they’re on mobile are they going to navigate just as easy as they can on desktop and if you have any pop-ups you want to probably make sure they’re removed so that way when somebody’s looking at your website they’re not getting interfered with on mobile and then of course you want to make sure that these pages load okay so they load just as quick on desktop as they should on mobile and vice versa so this should not take a long time to load so moving on from responsiveness on mobile to building a brand community so brand community refers to a group of people who identify your brand and use your brand as a platform to exchange ideas and contribute content some advantages of having a brand community are promoting brand evangelism and loyalty it can be a source of feedback loyalty and ideas so build a community build a brand community who you know identify with you okay so continue to you know treat these people as loyal customers okay maybe give them a promotion uh to use specifically just for them that they can use on your website or talk directly to them because you know that they’re followers they’re repeat customers they purchase for you multiple times so talk to them differently as well you know who these people are and that’s what building a brand is all about it’s about identifying your brand with other people okay and then identify people who identify with your brand and messaging and talking to them as if they’re part of your own community your own family so you can use user generated content that provides future marketing strategies so the feedback you get from your own community could be in turn used to promote or used in future marketing strategies i.e advertising i.e post on social okay it can also provide pr opportunities so it’s a chance for you to you know put out press releases based on the community that you built so any brand regardless of who it is should be able to identify with your audience their target audience and that target audience eventually going to become part of a community these are group of people who identify with you what you’re trying to sell what your cause is what your mission statement is what your services they identify with you so leverage them and reciprocate identify them talk to them separately give them the what they deserve the respect and loyalty that they deserve as well because they’re communicating and they’re following you as a brand so the next thing you could do to drive traffic is be active in the comments section so engage in relevant and thought-provoking conversations on other blogs and sites it doesn’t necessarily have to be another blog per se could be other sites like reddit or cora or media sites that have a lot of content that are broken out by industry that allow you to engage in conversation allow you to either upvote or share or respond okay so be active because when you’re active people are gonna see that hey you’re a leader in the industry you know what you’re talking about you have some some brand equity you have some thought and some knowledge on the specific topic and subject so it just puts you in a better light when you can respond and be active on these different platforms okay let’s turn our attention to search engine optimization also known as seo or organic search so in order to drive traffic to your site you’re going to have to implement an seo strategy why do you want to implement an seo strategy because it can help you improve your overall searchability and visibility on search engines and obviously that comes with advantages one of those advantages is obviously more traffic to the site search is still king in terms of volumes of people using search on a daily basis so you have a great opportunity to be found it also builds trust and credibility because still a majority of the people who do a search click on an organic search listing and so if you’re found organically and you’re ranked number one then chances are somebody’s going to click on your listing and it provides increased engagement and traffic and so what that means is more traffic more engagement an engagement is something you define it could be again a download of a document or the clicking on the play button of a video or or submitting a form or signing up for a newsletter or calling these are all forms of engagement so the the amount of traffic you drive from organic search to your website is only going to improve engagement okay so you can also provide an improved user experience and what do we mean by that well if you’re getting lots of traffic from organic search you have a really good opportunity to do a b testing and when you do a b testing you can improve user experience meaning you’re showing one variation against the other from people coming from organic search and so this is helpful and that you know if you’re running an a b test the variation has a chance to improve or outperform the original and if it outperforms the original you’re improving user experience and then it helps target quality traffic so seo to me or all search is the only medium in which you’re meeting somebody halfway you’re you’re addressing what they’re looking for so somebody’s looking for a pair of red women’s nike shoes the 2019 model and you have that particular product to offer well you have a chance of showing up via organic search somebody types in new women’s red nike shoes size whatever at the year 2019 model then of course they’re going to probably likely click on your listing because you have what they’re looking for and and that goes with any keyword any industry any business any segment any type of product you’re selling so again you have a chance to really be visible for what people are looking for and so that’s the beauty of search engine optimization you have a really good opportunity here to meet people halfway to drive quality traffic to get them to enjoy a good user experience all the while generating engagement and along with seo we want to be able to build backlinks so seo is a two-pronged approach meaning you have two strategies in one on-page and off page and so off-page involves backlinking so backlinks are just links that direct users from other websites to your own website so with that inherently it’s going to drive traffic qualified traffic to your website because if somebody’s on a relevant website that’s linking to yours and they click on that link and go to your website it’s likely going to be qualified meaning they’re going to be relevant and so backlinking because it’s an off page strategy why is it an off page seo strategy because if google crawls that other site that has a link to you then that’s going to give you credit because google say hey this site’s getting some links from some relevant sites we must think they’re relevant and therefore we’re going to trust this site so by google trusting your site it’s going to improve your organic ranking and with the organic rankings being approved meaning it’s going to mean faster indexing so what does that mean so you want to be indexed by the search engines and so the quicker google can find your pages even if it’s on somebody else’s site then that means they’re going to follow that link go to that page on your site and take that page back to their servers to be indexed okay so the quicker you can get index the quicker you get found and then it helps with referral traffic so again we noticed that our efforts are on seo organic search but if you’re getting traffic from another website hey that still counts that’s referral traffic okay so that’s a side advantage to having backlinks is good traffic from other sites okay so those those are inherently the some of the reasons to do backlinking okay never hurts i mean there’s brand awareness reasons to being on other sites as well there’s industry leadership meaning if you you post content on reddit okay you’re coming across as an industry leader but yet generating a backlink which helps with seo and referral traffic so there’s a lot of benefits to building backlinks and the opposite of backlinks are internal links so you want to do internal linking and that just means connecting one page on your site to another and why is that beneficial because it can help direct visitors to other pages they wouldn’t normally otherwise find via your navigation so if you’re active on a blog don’t be afraid to include multiple internal links you want to move people through your site you want the flow of traffic to go from one page to another to another and so when you do internal linking just like with backlinks it’s going to improve the indexing of your website google is going to follow those links and index those pages and google does give credit from an seo perspective from an internal linking perspective so if one page is linked to another and that page has really good relevance in the eyes of google then the other page is probably going to benefit from that the other reason you want to do internal linking again you want to move people from your one page of your

site to the other and when you do that it’s going to reduce bounce rates so bounce rate is simply the rate at which people land on a page and then leave so if i have a hundred people land on my home page and only one person went to another page and the other 99 left the site then that’s a 99 bounce rate so by putting internal links in place you’re helping people move from one page to the other and thus reducing the bounce rate and that’s what you want you want to keep people on your site you want to be greedy it also drives traffic to older posts so again when we say older post we’re really referring to blog posts so if you have a relevant blog post and you’re writing a new blog post then link the two together if it’s relevant link it i don’t you know regardless of how old it is you know you want to show google that these older blog posts just because they were written a year ago doesn’t mean they’re outdated and old-fashioned okay or useless you want to keep them alive by linking to them so to me that’s a good strategy for internal linking link to older blog posts you know show people you’re an industry expert you’ve been doing this for a while and then you have lots of content to share okay so the longer you can keep somebody on your website the more likely it is they’re going to engage and convert and some other inherent benefits improves page rank so what we mean by pagerank is simply just a rank that google gives pages so the more internal linking you have the better off you are and then it helps spread link juice across websites and we’ll meet by link juice again just like backlinking it builds relevancy so just keep all these inherent benefits in mind to internal linking the end result is keeping the flow of traffic on your site and all these other benefits will fall into place okay so another way in which you can really hone in on traffic to your website is long tail keywords and long tail keywords to me are more than just one or two keyword phrases okay so they’re usually three or longer keywords in a phrase okay so long tail keywords really nowadays account for most web searches people really take the time to even post questions as a search query say likely somebody it’s unlikely somebody’s going to go into search and just type in the word shoes they might type in red shoes but that’s unlikely what they’re probably going to type in is you know red nike running shoes 2019 or some variation of that okay that’s a long tail keyword and some of the advantages of using long tail keywords to be found for are less competition so if you’re using broad keywords like red shoes then who doesn’t want to be found for red shoes well you don’t necessarily you don’t want to be found for red shoes because it’s too broad you don’t know what type of shoes somebody’s looking for you just know they’re looking for red shoes it could be running shoes it could be work shoes it could be you know boots it could be slippers okay it’s too broad so long tail keywords help narrow it in and the more narrow and focused the keyword is the less competition it’s gonna have and when something’s not competitive in the form of a keyword then that means your chances of ranking for that keyword are going to be greater and the chance of you ranking faster are going to be greater and then of course if somebody’s looking for exactly what you have to offer then you have a higher chance to convert that person so if you have exactly those 2019 red nike women’s running shoes and somebody does a search for that and that’s a long tail keyword and they click on your organic listing if you have the right price then they’re probably going to convert so you have a really good chance of converting somebody using long tail keywords so my point here is if you’re looking for keywords to use focus on longer tail don’t focus on one or two keyword phrases what it also does is it brings targeted traffic so even if somebody doesn’t convert hey they could be back because it’s exactly what they’re looking for and if you’re focusing on longer tail keywords like i just mentioned stay away from the shorter ones it’s just easier to optimize your page for seo so remember seo is a two pronged approach on page and off page we talked about off page with internal linking and backlinks on page is all about making sure those keywords you choose are integrated in with the page you want to be found for and so if you’re using a long tail keyword it’s just easy to work that keyword in so it enables easier on-page optimization okay let’s switch away from seo to email marketing so let’s focus on email marketing as a form or method of driving traffic to your website so email marketing has been around a long time in terms of digital marketing why because it provides an effective way to convert leads into sales why because you can send personalized emails to a target audience so when you send an email to somebody on a regular basis you know who that person is so what are you doing in the email you’re writing a specific message to that person well email marketing is the same thing except you’re just sending an email to a larger group of people and when you send an email to a larger group of people you’re still going to personalize the message right you’re not going to send a generic email to 1 000 people okay nobody’s going to do that so make sure your email is targeted if it’s targeted it can be cost effective why because sending large amounts of emails or let’s just say an email to a large amount of people or a large group of people is going to be cost effective it’s not cost per click you know it’s not cost per open okay so email usually depending on the the email provider you’re using really is a flat fee so it just really depends on how many emails you’re sending or how how many people you’re sending the email to as well so but email generally tends to be more cost effective than other forms of marketing so look at the email content provider you’re using and just get a sense of what they charge but if you look at it and do a comparison email generally is cheaper than say doing pay-per-click because with pay-per-click you’re paying for each click okay so that could be expensive depending on the keywords so email marketing is also time saving okay meaning it’s a one-time thing and done so once you send the email it’s just a matter of you know watching and looking at the metrics and learning what’s going on so you don’t make the same mistakes again but it is time conducive meaning you send out one email and that’s it with pay-per-click you’re constantly measuring and managing the campaigns and it provides real-time marketing so when you do send the email more than likely majority of the people on day one or the day you send the email are going to be able to view it open it click on some of the links and convert so that’s normally what happens an email majority of the people open it on day one and it kind of tails off from there so think about it as real time so when you send that email and if you have a thousand people on your email recipient list break it up send the first 500 first with a different subject line and then you can see the data come in and if you don’t see the good results from the subject line or the body of the email or you know the page you’re going to then make adjustments before you send the other email to the next 500. so that’s a great thing about emails you can break up the email into two groups the first group and then the second group with different subject lines and you can probably send them a little bit of time apart that way you can learn from the first email because with email you are generally going to get results right away okay within the first 24 hours so that’s a great thing about email okay so the other thing about email it’s less intrusive so normally people who are going to get the email are the ones who sign up for the email so they’re almost expecting your email so when they get your email again as long as you’re not sending an email on a daily basis normally most companies send it monthly or bi-weekly it’s not going to be as intrusive okay and then it also helps build credibility increased visibility and brand awareness meaning you’re going to build your brand in that email you’re going to put content in that email that’s going to show off your credibility meaning you could put some testimonials in the email you could put some good affiliations you can put a good article to an industry article you just wrote so email is going to inherently continue to build brand awareness for you okay and it’s an easy way to track roi so if your e-commerce it’s pretty clear you send the email somebody opens it clicks on it checks out and purchases something it’s easily trackable because you could track it right from that email so one thing i want to say there is just if you do send an email make sure you’re tracking that campaign and you want to be able to use an analytics program like google analytics if you use google analytics you’re going to be able to track when you send the email who clicks on it and who converts so you want to be able to measure an roi for these emails and you can and that’s the beauty of email marketing okay let’s move away from email marketing to webinars so webinars great method for effective social media promotion it’s a great way to bring traffic to your website so why do we recommend webinars well because it provides direct content contact within your target group what do we mean by contact with your target group well you’re going to host a webinar and you’re going to invite this targeted group of people who are interested in your product or service so if you have a facebook community you could do a facebook live event or you could do a youtube or you know you can even set up a webinar on another platform but promote it on social media and if you’re pronouncing something on social media you’re probably promoting it to people who are already following you or like you and so that’s what we mean by direct contact with your target group so you’re going to be able to create a webinar and talk directly to that group and that’s going to help build brand awareness and credibility and the great thing about webinars is you don’t need some fancy software i mean i’m talking to you on a webinar right now and so webinars are free all you need is a video camera and a recorder that’s all and that’s all built in with software so there’s plenty of software out there that allows you just to do a webinar really quick and easy there’s lots of opportunities in software so and a lot of them are very cost effective so if you want to build uh create a webinar you could do that by spending very little money and webinars again allow you to talk to your targeted group your community maybe prospective clients it helps build credibility and in effect drive traffic to your website and when somebody does attend a webinar they’re likely going to be highly engaged because you’re inviting them they’re going to opt into the webinar and the great thing about webinars is even if they don’t attend the webinar the day you have it it’s going to be recorded so they can always go back and watch it so whoever watches the webinar is going to be engaged because it’s going to be a topic they’re interested in and then users are likely to become prospective customers so having a webinar talking about something inherently interesting to maybe a larger group of people you can promote that on social media and potentially get prospective customers to sign up and watch the webinar and if you do they’re going to be engaged and then take the next step oh i like what this guy this person has to say they seem to be credible i like their personality i like their brand i like their product i’m gonna go check their web out their website okay so webinars allow you to kind of pull in more people as well as just your community because you can promote the webinar and you can promote it in advance and you can leverage social media for that okay so something related to webinars incorporating video content so videos have been proven to be a really good way to attract new visitors and it just it makes your website very engaging when you have videos on your website as well so if you create video you have an opportunity to post it on various video platforms like youtube or vimeo okay there’s plenty of video platforms out there or just embedded in a blog post or embedded in a facebook post or a tweet okay so you can do a lot with video and having video on your site is going to increase engagement okay when you increase engagement good things happen that’s going to lead to increased conversions in sales or or roi or just like we mentioned the webinar can help build trust with your audience so even that webinar you could post on your website so you want people to engage by watching this video they watch the video they’re going to gain trust in you because you’re talking directly to that person that user that audience that visitor to your website and when you get bail trust it’s going to increase engagement and that’s the beauty of video unlike text or imagery videos really do engage with the audience and so the more video you could do the better off you are because again you can leverage social to draw attention to your brand and product and service and then you can have that video on your website to increase engagement which in turn increases conversions and sales and improves roi so always think video there’s plenty of video software out there that you can leverage and the great thing about video 2 is hey most people are using mobile phones these days smartphones and so video works just as well on mobile as it does on desktop so keep that in mind you know video is going to be engaging regardless of what device somebody uses and then of course if they’re watching the video on facebook or youtube then chances are they’re going to share that particular video which is going to bode well for your brand and traffic okay so video if somebody likes a video it’s very easy to share video especially from a mobile phone so youtube just makes it so easy to share or like or subscribe to a channel it just it becomes that much easier things can go viral and chances of them going viral video are gonna be greater okay so other ways to drive traffic to your website is submit your content to content aggregators so what’s a content aggregator well a content aggregator is like reddit that provides a great platform for you to post your content so that’s what a content aggregator is really a site like reddit or medium or quora where you could post content to a large number of people okay so with reddit people are either going to upvote it or downvote it so the more upvotes you get or thumbs up or likes or people who encourage that content the more of a chance it has to be found and so first thing out of the gate if you do provide content to a content aggregator like reddit make sure it’s good quality content that’s interesting and that should be a case the case around across the board whether it’s a a social post or blog post make sure the content’s unique professional and interesting and then if you do say put something on medium or you do put something on cora and it is professional and interesting and thought-provoking then people are going to react to it and then that again could lead to traffic but even if it doesn’t lead to traffic it helps build brand awareness so if you have content just like videos leverage it put the content out there and when you put content out there it’s only gonna especially if it’s good content put it’s gonna put you in a good light so don’t be afraid to share your content on the likes of reddit or medium or core or some of these other content aggregator websites because good things are only going to happen and again referral traffic seo brand awareness conversions so all these are inherent benefits of just sharing your content okay and then finally we want to learn from analytics okay so what do we mean learning from analytics so there are plenty of analytics platforms out there one of the most popular is google analytics so you want to make sure you’re tracking traffic on your site with google analytics so i have to do is just go to google analytics via search sign up add the analytics code to your website and while uh they’re doing all the heavy lifting they’re going to track traffic coming to your website and not only are they going to track traffic but they’re going to tell you how that traffic engaged and so the benefits of it google analytics is hey you could figure out where users are coming from are they coming from that email campaign that i sent out to a thousand people are they coming from youtube based on that video i posted or are they coming from reddit based on the content i just posted there or are they coming from organic search it is so google analytics can help us understand how much traffic we’re getting from organic search so it’ll help us measure our seo efforts and then with google analytics you could segment so we could segment by mobile we can segment by desktop returning user new user by campaign by page by language by city by region i mean there’s so many ways in which to segment your audience and segmenting simply is breaking up the entire group of people who come to your website into different segments based on what you want to see so if you want to look at you know females between the ages of 18 to 24 who come from mobile via organic search that’s a segment and you can look at that information in analytics if that’s your target audience then you could see how they’re performing okay so and there are a lot of benefits to google analytics definitely want to take advantage of segmenting in google analytics you could look at your competition so there’s a benchmarking report the great thing about google analytics you can also look at content and how your content is performing when somebody lands on your website are they what page are they spending time on what page are they engaging on the most okay what pages have the highest bounce rate or the lowest time on page so you can really determine what pages work best and then of course the end result in analyzing all this data is you want to be able to fine-tune your website so take advantage of the data that google analytics or any other analytics platform is giving you by learning once you learn what’s going on with your website you can make adjustments to your website to improve user experience okay so we went over a lot of different ways to drive traffic okay you can incorporate all this to your website immediately welcome today we’re going to talk about email marketing tutorial so buckle up and let’s get started with email marketing tutorial and so let’s start out asking the question why email marketing so linda is the owner of an e-commerce company and basically she isn’t able to take her leads the leads she’s collecting per day per month and convert them into customers okay so customers sign up but they don’t buy her product so she’s left scratching her head wondering what to do so how’s she gonna solve the problem of converting the lead she gets into paying customers well look no further than email market so you can boost your sales funnel with the help of email marketing so email marketing leads to email campaigns that lead to website visits that can lead to product purchasing email markings also and a it’s a very good way to generate a high return on investment so linda thinks this is too good to be true your tail i made is a very efficient way to generate a return on my investment how expensive is email marketing well email marketing is neither expensive or time consuming that’s the beauty of email marketing and so linda is now very interested we’ve piqued her interest she wants us to explain email marketing to her in detail and that’s exactly what we’re going to do we’re going to talk about email marketing in detail so for everyone out there listening what’s in it for you why are you going to invest your time and listening to simply learn and me talk about email marketing because we’re going to talk about everything there is about email marketing in today’s webinar so what is it for those that aren’t really familiar with the intricacies of email marketing we’re going to talk about how to set up email marketing we’re going to discuss all the benefits of email marketing we’re going to get into a b testing we’re going to get into the automation of emails the types of emails how to engage new users and we’re going to give you a demo so there’s a lot going on in this webinar like i said buckle up and let’s get started and talk about what is email marketing so as i mentioned to linda it’s an efficient way to convert leads into sales why because we can send personalized emails to a specific audience a targeted audience if somebody’s interested in our products we can reach out to them via email it can also be used to remarket pre-qualified leads so anybody who’s pre-qualified we can go ahead and communicate with them as well so email marketing is very effective at different stages in the funnel okay so when i say funnel customer life cycle so we have awareness consideration purchase retention and advocacy okay so let’s talk about each one of these parts of the funnel or customer life cycle if you will so let’s start with awareness at the very top so email marketing allows customers to recognize their problems after which you can educate them on how your brand can solve them okay just like any other marketing channel somebody’s looking for something in need of something and we can come to the rescue in this case we’re going to come to the rescue with email and we can go ahead and educate them on what their need is and how we can collaborate with them help them educate them solve their problems with our products okay so that’s what email is going to do we’re going to communicate with them via email and we’re going to bring awareness to the problem by solving the problem that’s what email is good for okay good for generating awareness for our brand for example we can share a newsletter with our customers so we’re running a cosmetics company we can basically educate them on the five important skin care products that everyone should have okay so we can get them to click on the call to action to learn more so if somebody’s having some skin care issues or not sure what products to buy you know an email can cover that okay the next step in the customer life cycle is consideration so customers focused on searching for relevant products and compares the products with similar ones okay so they’re definitely looking they’re a little further in the process they’re educated they know what they’re looking for so we can really hit them with the right email we can send a relevant email to promote our product okay discover that perfect moisturizer for your skin that perfect skin moisturizer smooths hydrates and contains spf 20. so we got the perfect product for that person who’s further along the funnel and really is ready to purchase that product so we can hit that person up with the perfect messaging talk about purchase the next step in the life cycle well purchase well with purchase we can send an email that encourages that customer purchase our product by offering them something okay by giving an offer for example we can give a discount discount’s always tend to work so that moisturizer that that particular customer was considering buying well they can move from consideration to purchasing because we’re gonna offer them a discount they can’t refuse okay so you know it could beat for a specific date okay it could be you know something that’s going to get them excited to buy the product 20 off of moisturizers pretty good deal and especially if that percentage off is better than the other products they were considering buying so getting somebody that extra incentive to purchase the product goes a long way via email okay we want to take that next step in the life cycle and nurture our relationship with customers to ensure they’re loyal okay they’ve already purchased how do we get them purchased again that’s retention we want to retain our customers we want to get them back to buy the same product or similar products or completely different products in our inventory so what do we do we’re going to send an email we’re going to send an email to active customers okay we’re going to give them an offer just for them exclusively just for them in this example we’re going to give them a combo pack a facial kit at just 39 and get a sunscreen worth ten dollars for free so you can come up with all sorts of different combinations on offers key is the offers exclusively just for those who you want to target and retain as customers because if you just get somebody to purchase once it’s not going to work those people have already taken the that step in the relationship where they trust your product they purchase your product now you want to go ahead and treat that customer special by giving them an exclusive offer and then what we want to do is advocacy last step in that customer lifestyle we want to convert that active customer into brand advocates okay we want that customer to talk about our brand for us we want them to promote it and talk about it with your friends so for example we want to send an email to those customers to promote our products okay so for example we could say hey the sales of our products for this particular day or for this month is going to go to our favorite nonprofit could be educating poor children or cleaning up plastic in the ocean or saving animals we want to be able to get them to speak on our behalf and say look guys this is a really good company you know they’re offering me products exclusively they’ve offered me discounts in the past they have good products they have a lot of different products and on top of all that they help they help the environment they help the needy okay they care and so we can go ahead and provide a call to action for these customers that are loyal to our brand and have them share the email with their friends to spread the word on you know what we’re trying to accomplish for our nonprofit or if anything just get them to promote it maybe give them a discount for every friend that they get to buy a product okay it doesn’t have to necessarily be you know just sharing with friends it can be that extra incentive of giving them a discount if they do share with friends and their friends buy okay so this is the customer life cycle and examples of different emails that you can use at every step along the way in the life cycle so let’s talk about the benefits of email marketing so what are some of the benefits well we’ve already mentioned to linda that it’s cost effective it’s time saving real time marketing less intrusive builds credibility increases visibility and brand awareness and it’s an easy way to track roi these are all the benefits for email marketing and we’re gonna go talk about some of these now so basically when we talk about cost effective you know some email marketing platforms charge based on the number of users who you send the email to time saving well you saw how quick it took me to set up that email campaign the key is figuring out who you want to send it to when we talk about real-time marketing you know we’re sending this email out basically in real time trying to meet our customers needs at the right time it’s less intrusive because we can customize the emails okay we can as you saw i can put first name in there to make it more personal so when something’s more personal it’s less intrusive especially if it’s a segment that already knows your brand okay builds credibility hey we gain credibility when we offer exclusive offers to repeat customers or you know try and build advocacy by working with non-profits okay it increases visibility and brand awareness why because you know we could send our email out to a large group of people and that’s a good way to generate brand awareness and as you saw we can easily measure you know not only open rates click rates but roi so how many people from that email went on and purchased so we can measure that it’s very easy to measure email today we’re going to talk about affiliate marketing so let’s jump right into it and take a look inside an office environment right now we have chuck here chuck’s doing a little bit of pacing john walks in the office hey man what’s with all the pacing everything all right chuck responded hey i’m just worried that i might have exhausted every way we can advertise our product i mean i’ve done seo i’ve done paid search i’ve done email i’ve done social man nothing’s working i gotta come up with something new asap well john responds hey don’t worry i think i’ve got your solution for you man hang tight relax take a load off here’s my solution affiliate marketing first off before you ask the question what’s affiliate marketing let’s talk about why we need affiliate marketing so let’s dig into affiliate marketing so john’s just taking over now and he’s gonna let chuck know everything there is to know about affiliate marketing so the first question john answers for chuck what is affiliate marketing so affiliate marketing is a form of digital marketing that involves a merchant it involves a merchant paying commissions to a website or other entities so if i’m selling a product basically somebody else sells that product for me i’m gonna pay that person a commission for selling my product it’s that simple that’s what affiliate marketing is okay so basically what these merchants are doing or other entities they’re advertising your product so they’re advertising your product with a referral so they’re passing on their own customers to you so that they can buy your product and again the exchange is you give that website or other entity a commission that’s more or less what affiliate marketing is so john’s gonna have us take a look at each of these components of affiliate marketing in detail take it away john so john says first we have the merchant aka the brand the seller the creator the founder the owner the inspiration the innovator hey this is the person who came up with this brilliant idea this brilliant idea has to get out there we’re the merchant we’re trying to get this brilliant idea out to the masses so this is the component of affiliate marketing that creates the product the merchant could be anyone okay so it could be startups to large multinational companies international companies non-profits for-profits individuals independent contractors freelancers a group of people who have a passion for something okay it could be anybody there’s no limit the affiliate aka the publisher so the affiliate is basically that third-party website or entity which promotes the merchant’s products and tries to convince potential customers of the merchant’s product’s value so this affiliate going to represent the merchant on their behalf and try and get their clients to basically purchase that particular merchant’s product so the affiliate could be incentivized based on you know registrations email sign up sales and subscriptions so it doesn’t always come down to you know sales you know if i’m just trying to get you know build my email list then hey i can incentivize that affiliate to push email signups if i’m got this big you know offline you know promotion that i’m doing at this particular mall and i want to get people there well i can get an affiliate and incentivize that affiliate to drive and help me drive registrations for this event so it doesn’t always have to be sales per se so in effect you the merchant and the affiliate work out some type of commission deal based on what you’re incentivizing so the relationship between the affiliate and the merchant is made possible with the help of an affiliate network so that’s the third component here we need somebody to bring the two together that merchant who has this brilliant idea and the affiliate who has potential customers that could potentially drive registrations sales signups etc to the merchant so the affiliate network is the one who brings the two together so the affiliate network in effect acts as the middleman the person in between the merchants and affiliates it allows merchants to find and collaborate with not just any affiliate but the affiliate best suited for their particular brand and product because you want to find somebody who is going to be passionate who’s relevant who has your prospective customers in mind because they’re the ones that are going to help those protective customers purchase your product so that’s what the affiliate network does it helps bring the merchants and affiliates together so that the affiliate can help advertise and sell on behalf of the merchant so with the affiliate network merchants can use tools for tracking and reporting and processing payments for affiliates so really that affiliate network is the glue that holds it all together they’re not just one to introduce a merchant affiliate they offer it all so as a merchant you want to be able to manage your affiliates so you’re not going to have one affiliate you’re going to have multiple affiliates so you want to be able to use the appropriate tools available to you in the affiliate network to see and track how sales are going and when sales happen okay or commissions happen you want to be able to use that affiliate network to compensate that affiliate appropriately and then finally the customer customer aka the consumer is the most important component of all of this take it away john so the consumer is the final and most important component without customers to buy products the merchant would not have any revenue and the affiliate would not get any commission so we need customers so john what is the process of affiliate marketing well john says let’s have a look at the process so it’s affiliate marketing time so we’re going to use a tool or platform like commission junction commission junction is a popular you know platform that affiliate network platform that brings merchants and affiliates together so the merchants can use those affiliates to advertise their product so let’s take a look at uh commission junction as a good digital marketing tool for affiliate marketing so we’re going to use commission junction as an example here remember in affiliate marketing it’s an ecosystem between publishers and merchants so remember merchants are selling products publishers are selling those merchant products on their site and so commission junction is the middleman so to speak okay so commission junction just known as cj now is the middle person they’re introducing the publisher and the merchant and so let’s go ahead and log in here so when you log in like any other digital marketing tool any other platform you’re gonna have your own settings and whatnot so really the whole idea behind any affiliate marketing tool is really there to manage your publishers who do you want as a publisher who do you want selling your product you obviously want somebody who’s relevant somebody who’s going to be able to sell a product somebody who has a targeted audience it’s similar to yours okay so we go into cj.com we’re going to log in and here you can see a publisher’s link so we’re going to click on the publishers link and remember when you sign up publishers you have to have program terms and so if we click on publishers program terms we’re going to be able to see all the different program terms available so here we could see the different program turns we have set up for certain publishers so we just click on that we’ll be able to see that’s the default program term so remember you could set up your own program term for any publisher so as a best practice if you have publishers who are actually performing well who are selling your products maybe you want to offer them a little bit more on the commission side maybe you want to sweeten the deal maybe you know these guys these publishers get better program terms versus say other publishers who don’t and so here we can see the program terms basically you could see what the terms are the action and the different policies here so everything you need to do to manage that publisher in terms of payment is done under the program terms now if the program terms are met the publisher actually sells your products cj is the broker they’re the ones who are going to initiate the payment based on the program terms so be careful on the program terms you want to be able to set them appropriately cj has templates cj has some default program terms that you can use and offer up to different publishers so based on the program terms that’s how your publishers are going to get paid and so here you can have as many different program terms as you want there’s no limit here you want to be able to align and reward program terms again based on performance and so here we can see what publishers are under what program terms so again if your publishers performing well sweeten the deal offer them a better program terms and so you can align publishers with different program terms and so that’s the whole the idea behind program terms is you want to be able to align publishers with that so when you sign up a publisher they’re going to get a line with a program term meaning what are they going to get paid for selling your product now if we want to manage by status instead of by program terms we could see all the different organizations we have in our network these are our publishers we’re the affiliate we’re the ones selling the product we want to know who’s selling who’s not selling and so we can look at all our publishers by program terms or by status okay so basically you can see here the term status whether it’s active or not earnings basically what they’ve sold over the last basically seven days or three months so you could look at basically how your publishers are performing just by clicking on manage by status here in cg.com so when you’re looking at reports in cg.com or really any other affiliate program you might see the acronym epc this stands for earnings per click actually it’s a little misleading it’s actually earnings per 100 clicks so basically cj calculates you know how much your publisher is actually making per click you know just like paid search we’re paying google x amount per click it’s the same thing here we can’t or these publishers can’t make any money if they don’t generate clicks so that’s why you have an epc model or metric so to speak so you can measure earnings per click cj does it over seven day period and over a three month period so you could sort based on seven day or three months to see who’s earning the most per click in terms of publishers now you can select under publishers groups now you can group your publishers okay so if you have say a group of publishers in a specific region like the united states or india or if you’re just focused on the united states and say you have publishers in different states like texas california missouri arkansas well you can group those publishers into different groups and you can look at your different group names here so here we could see canada and so we have our publishers grouped into a group called canada why because they’re based in canada makes sense so you want to be able to organize your publishers because the whole idea behind affiliate marketing cj is you want to be able to get the best publishers available for your network and so as you get more publishers for your network you’ll be able to basically start grouping them where it makes sense now the example i gave you is by geography you could do by geography or you could do by publisher status meaning my best performing publishers go into a group if they’re in a group then they get aligned with a certain program term so you could group your publishers any way you want by status meaning they’re selling more these are our best performing publishers or by region or you know by promotion i mean how you group your publishers is totally up to you however take advantage of the option to create publisher groups because the whole idea again i’m going to repeat it is you want to get publishers and you want to start building your base of publishers because the more publishers you have the more chance you are to sell your product remember if nobody clicks on your product then nobody’s going to buy your product so if you have publishers who are promoting your product for you then you have a good opportunity to sell it so the more publishers you have on board the better the opportunity so now once you have publishers you can start grouping these publishers accordingly to whatever makes sense as a business decision just know the options available in cj to group publishers now when you’re in cj and you’re starting out okay you want to start recruiting your publishers so you click on recruit and based on your settings based on what you’re selling cj is going to try and put you in front of some good publishers and so here we could see if we click on recruit we’re going to get a list of publishers and this search results list of publishers that we can recruit into our network are all listed here and you can actually see what’s interesting you can see the name of the publisher and you can see the url and then you can actually see if they’re a good performer or not so you could actually see their history as a publisher just by looking at their network earnings and then also looking at their seven day earnings per click or three month earnings per click and so if a publisher has a very high earnings per click epc then they’re probably a good publisher somebody you’re probably going to be interested in so if i see a publisher with you know three month earnings per click of 105 then that means hey if that’s my publisher i’m paying 105 or 106 over seven days you know they’re generating some clicks for me and they’re generating sales you can’t deliver commission if they don’t sell and so to me i want to be able to look at the seven three month earnings per click for these publishers and so i can just click on any one of these publishers here and get some more insight about that publisher right here in cj so here i can see the particular url the company some other urls that they have associated with them in cj i can see the category that they’re in again i can see the seven three month epc here you can see description okay you can see some other promotional methods that they’d use when promoting products and you get some permanent performance from this particular publisher just by pulling down the pull down menu here i’m going to look at this year and see what the performance and why i’m waiting for that to load i could see hey they’re also in other countries as well so i can get a good snapshot of a particular publisher by recruiting publishers seeing what their performance is over a period of time and potentially you know recruiting that publisher to be part of my network because if they’re part of my network then hey if they’re selling products if i’m selling products and i want my product on their site and they’re doing a good job of selling other products then i want them to be you know part of my ecosystem part of my network now remember cj’s doing the introducing here they’re introducing you to recruits so you want to be able to again take a look at the site does do any of the sites that a particular publisher has interest you you know again we can just click on it go to the specific site take a good look hey virgin atlantic okay do we want them selling our product maybe maybe not um so you want to take a look at the website make sure it’s not spammy make sure it aligns with your business goals it makes your aligns with your product your target audience remember a lot of things you want to make sure the website aligns with because they’re representing your brand okay very important here very important and so that’s what you want to be able to do and you could do all that just by looking at the publisher detail in cj and then again take a look at earnings per click if they’re selling products for other merchants and they’re doing a good job maybe you want them selling your product as well okay so you can also you know sort by country you can also do network earnings and you can really filter here so we want you know choose high network earners in a particular country a particular state you know we could definitely filter in on a particular type of publisher okay so you want to be able to hone in on somebody to align with your geography or you know definitely you want to align with somebody who’s a high network owner now when you get all your publishers set up you’re going to need to provide them with some good promotional materials some good banners um you know it could be text links some messaging okay so you’re the one who’s going to provide the publishers with you know the information they need now as a best practice remember you can get on the phone with these publishers have monthly calls or quarterly calls see what they need you know reach out to them via email or reach out to them via the cj platform figure out hey you know how’s your banners working for you do you need new banners so you want to be able to constantly you know push new content out and so if i click on links here and manage i’ll be able to see everything that i have available for my publishers to use okay and then you can actually look at banners that have actually produced for you in terms of epc or you know if it’s a specific promotion okay you could set that up here so you could be able to see it here you can see all the banners you can see some text links in here so all the you know advertising that you want these publishers to have is going to be situated under links and so you can see what the active ones are you can look at archived you can look at again text links content links or banners and as a best practice if i click on a banner as a best practice ideally what you want to do is use utm tracking okay so you want to have some type of tracking in place however cj does a lot of the tracking for you so they’re going to be able to tell you how many times a banner has been clicked and how many times a banner’s been seen okay they’ll also tell you more importantly not only was that banner click but did it generate a sale and so here i can see that i have three publishers using this particular banner i can see over this period of time 412 impressions meaning 412 people viewed the banner and i received one click on it so you can get some in-depth detail about your different marketing materials and how they’re performing okay you can also see what publishers are using them okay so the key here is you want to be able to communicate with your publishers give them the promotional material and that they need to promote your product now you could set up specifically you could set up a unique banner for a publisher or you could set up a banner for a group of publishers that’s where the group comes in so you have some options here and then as a best practice what i would try and do as you can see here is come up with different banner sizes so you can see here we got a 728 by 90. okay you got a 160 by 600 you got a 300 by 250 okay so you want to have different banner sizes and you also want to mix in some text um ads as well okay you want to be able to give your publishers some options in terms of what to use on their websites so that’s the whole idea because a publisher may not have space on the home page they may only have enough space for you know a text ad or a 300 by 250. so you want to be able to mix it up and then also mix up the messaging as well so you can have the same 300 250 banner but you can have different messaging just like you see here 300 by 250. got this messaging here and we got a different set of messaging with the same banner size so the more options you present for yourself the more of an opportunity you have for the publisher to use that messaging that banner that text ad on their website and then that gives you a better opportunity to get the click get the conversion that you seek out so that is links so you want to be able to continue to push out different banners and text ads now cj also has a great feature in here if you’re selling a lot of products you have a large inventory of products you could actually upload a product feed to cj so you can see in this example we don’t but if you did let’s just say you have a hundred products that you want to sell you can go ahead and upload that fee to cj and then the publisher will be able to use that entirety in its of the feed or pick and choose different products to use and sell so let’s jump over to reports and cj you have reports so this is really the bulk of where you want to be spending your time because you want to be able to you know not only recruit those publishers but after you recruit them you want to be able to see the performance how are things moving or are publishers moving product are they generating clicks are they selling your product so go no further than reports right here at the top navigation we’re going to click on performance reports and so we want to be able to see over a period of time you know are we selling our product and here you can see over the last 30 days you could see how much commission was paid out remember cj gets a fee they’re the broker okay so that’s part of the program terms okay so it’s based on program terms is selling okay what program term are they associated with cj gets their commission okay so you can see the total commission and then the sale amount okay so we could see how many sales were generated how many items were sold how many clicks were generated how many impressions so i can get a good sense here day by day over who’s selling who’s not selling and it’s all broken down at the very end to earnings per click so that’s my performance report so we want to be able to see over a period of time you know are we selling now i can go into detail if i click on transaction here from the pull down menu i can look at a specific order i can choose a specific publisher or website and i can get details about that specific order publisher website etc just be look by choosing transaction so i can get really granular about the data i see for a specific transaction that’s just by clicking reports transaction now you can also click on promo codes and if you’re running any promo codes for your publishers you’ll be able to see how many conversions those promo codes delivered and the set total sale amount over the last 30 days so building a network is all about recruiting the right publishers giving them the materials they need measuring the performance of the publishers and then communicating it’s just so key so cj has a nice message center built in so you can actually you know look at the messages you’re getting from your publishers and turn around and communicate with them so communicate seamlessly and efficiently right in cj here so i just clicked on mail and we can see the messages we have so you can also click on email campaigns and if you have any email campaigns that you want to run you can look at them right here in cj so cj offers up some email campaigns then we can see how many people we targeted you know how many people opened it and how many people joined in this case joined our network so here we have you know a breakdown of each of the email campaigns that we’ve run over a period of time and their status and how many people we’re targeting and opens deliveries etc so if you want to run an email campaign write in it’s available to you as part of the platform so if we move over from mail to placements we have an opportunity to place some promotional material on a publisher’s website and so here we could see a breakdown of different publishers who basically will offer up some promotional material that we can leverage okay so here you got this particular promotional placement it’s a one month placement and review page with your ad so we can actually you know take advantage of what publishers are offering up on their own website so the whole idea here is if it’s in a prime position on their website then we can take advantage of that so then what we want to be able to do is if we like what they’re offering up you can see hey this particular publisher saying hey i have a creative the placement is a home page banner or full page review provide an email with a copy of the ad that you’d like to be displayed and we’re going to email this person here so if we want to take advantage of a specific promotional placement on a publisher’s website then we can do that just by clicking on placements and we’ll be able to see who’s offering up what notice there’s a fee involved so it just gives you an opportunity to reward a publisher that’s performing well for you and if they turn around and offer you a better placement for a little bit more money it might be worth it so the whole idea is to take advantage of placements because if your product is in place properly then nobody’s gonna see it if nobody sees it then you know they’re not gonna click on it and then you’re not gonna get sales so that’s the whole idea here is take advantage of what publishers are offering up in terms of promotional opportunities so cj also has a pay-per-call click uh model as well pay model so basically your pay per performance is based on calls so basically the whole point here is a cj points out you want to promote more high ticket and consultative products and services you want to expand your reach and you want to get more qualified sales then you can offer up a pay per call and the beauty here is cj tracks the calls so you will be able to see the actual phone number and calls so instead of offering up say you know banner with a click you can offer up you know promotional number and have cj track the calls from the publisher and that just opens up another opportunity for you to give your publishers an option to have people call if they call then great you know it’s another way for somebody to get in touch and purchase the product so the pay-per-call method is available under cj as well so if we want to get more insights about how our program is performing we just click on the insights cj’s going to take us to this overview this dashboard if you will with some really good data based on a time frame okay so we’re comparing july through of july of 19 through july of 2018 we’re able to see revenue and commissions paid out and how many clicks average order value so there’s kind of an overview dashboard if you will about how our overall program is performing there are other similar tools and resources to include you know max bounty trade doubler amazon associates there’s plenty of networks out there you want to find a network where you’re gonna have affiliates that are gonna be passionate and gonna be relevant and have the prospective audience that you need to sell your product so do your due diligence on the number of different platforms out there and with that we have come to the end of this digital marketing full course for 2021 i hope it was informative and interesting if you have any questions about the topics covered in this video please ask away in the comment section below our team will help you solve your queries thanks for watching stay safe and keep learning hi there if you like this video subscribe to the simply learn youtube channel and click here to watch similar videos to nerd up and get certified click here you

By Amjad Izhar
Contact: amjad.izhar@gmail.com
https://amjadizhar.blog

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This comprehensive text explores the multifaceted world of digital marketing, emphasizing search engine optimization (SEO) techniques. It covers both on-page SEO, focusing on optimizing website elements like meta descriptions and title tags, and off-page SEO, which involves building backlinks from reputable websites. The material highlights the importance of keyword research using tools like Google Keyword Planner and Moz, and stresses high-quality content creation for engaging users and improving search rankings. Additional topics like local SEO, analytics, and content marketing are explored, providing a holistic view of effective strategies for online visibility and success.

Digital Marketing & SEO Study Guide

Quiz

Answer each question in 2-3 sentences.

1. What is digital marketing, and how does it differ from traditional marketing methods?
2. Describe the “post-purchase stage” in digital marketing and provide two examples of strategies to use during this stage.
3. Explain why digital marketing is useful and give three specific reasons.
4. What is Google Keyword Planner, and why is it a valuable tool for SEO?
5. How can you determine keyword competition and its effect on SEO?
6. Explain the difference between on-page and off-page SEO.
7. Describe the purpose of Google Analytics and the main categories of reports it offers (Audience, Acquisition, Behavior, Conversions).
8. What are the four types of goals that can be set up in Google Analytics?
9. Explain what a rich snippet is and describe its importance for SEO.
10. How do internal links and site structure impact SEO?

Quiz Answer Key

1. Digital marketing uses electronic devices or the internet to market products/services, unlike traditional methods like billboards or TV ads. Digital marketing is useful because it provides metrics, allows personalized user experiences, and reaches a global audience at a low cost.
2. The post-purchase stage aims to maximize customer value and loyalty after a purchase. Examples include offering exclusive discounts on related products or providing advice on maximizing the use of the purchased product.
3. Digital marketing is useful because it provides metrics for optimization, personalized user experiences, and reaches a global audience cost-effectively. The data obtained can be used to improve campaigns in real-time.
4. Google Keyword Planner is a tool within Google Ads that helps find keywords for SEO and PPC campaigns. It provides data on search volume, competition, and related keywords to inform keyword selection.
5. Keyword competition can be determined using tools like Google Keyword Planner or Moz Keyword Explorer. High competition means it’s harder to rank organically, which can be solved by targeting long-tail keywords.
6. On-page SEO involves optimizing elements within a website, such as title tags and content. Off-page SEO focuses on activities outside the website, like building backlinks and social media promotion.
7. Google Analytics provides data and insights into website traffic and user behavior. Its main categories are Audience (user demographics), Acquisition (traffic sources), Behavior (how users interact with the site), and Conversions (goal completions).
8. The four types of goals in Google Analytics are Destination (reaching a specific page), Duration (time spent on the site), Pages per Session (number of pages viewed), and Event (specific user actions like button clicks).
9. A rich snippet is enhanced search engine result that displays additional information, such as reviews or pricing. They can enhance the visibility and click-through rate of search results.
10. Internal links and proper site structure ensure Google can crawl and index all pages effectively. A well-organized site with clear navigation improves user experience, which can lead to higher rankings.

Essay Questions

1. Discuss the role of competitor analysis in digital marketing and describe three tools you can use to analyze your competitors’ strategies.
2. Explain the importance of keyword research in SEO and describe a systematic approach to identifying high-value keywords for a specific business.
3. Compare and contrast Google Ads and Facebook Ads Manager, highlighting the strengths and weaknesses of each platform for different marketing objectives.
4. Describe the key elements of on-page SEO and explain how optimizing these elements can improve a website’s ranking in search engine results.
5. Discuss the importance of mobile optimization in digital marketing and describe three strategies for creating a mobile-friendly website.

Glossary of Key Terms

• Backlink: A link from one website to another.
• Bounce Rate: The percentage of visitors who enter the site and then leave rather than viewing other pages within the same site.
• Click-Through Rate (CTR): The ratio of users who click on a specific link to the number of users who view it.
• Conversion: A completed activity that contributes to the success of your business (e.g., a purchase, a form submission, or a phone call).
• Digital Marketing: Marketing that uses electronic devices or the internet to deliver promotional messages.
• Google Ads: Google’s online advertising platform.
• Google Analytics: A web analytics service that tracks and reports website traffic.
• Keyword: A word or phrase that people type into search engines when looking for information.
• Keyword Planner: A tool within Google Ads that provides keyword ideas and data.
• Long-Tail Keyword: A very specific search term that typically has lower search volume but higher conversion rates.
• Meta Description: A brief summary of a web page’s content that appears in search engine results.
• On-Page SEO: Optimizing elements within a website to improve search engine rankings.
• Off-Page SEO: Actions taken outside of your own website to impact your rankings within search engine results pages (SERPs).
• Organic Search: Search engine results that are not paid advertisements.
• Page Load Time: The amount of time it takes for a web page to fully load.
• Quality Score: An estimate of the quality of your ads, keywords, and landing pages in Google Ads.
• Reach: The total number of people who see your content.
• Rich Snippet: Enhanced search engine results that display additional information, such as reviews or pricing.
• Search Engine Optimization (SEO): The process of improving your website’s visibility on search engines like Google.
• Search Engine Results Page (SERP): The page displayed by a search engine in response to a query by a searcher.
• Session: A group of user interactions with your website that take place within a given time frame.
• Title Tag: An HTML element that specifies the title of a web page.

Digital Marketing: Strategies, Tools, and Optimization

Okay, here’s a briefing document summarizing the main themes and ideas from the provided text excerpts.

Briefing Document: Digital Marketing Strategies & Tools

Overview:

The provided excerpts cover a wide range of digital marketing topics, from post-purchase customer engagement to SEO, paid advertising, and social media marketing. The emphasis is on using data-driven strategies and various digital tools to optimize marketing efforts and achieve business goals. The content focuses on practical advice, often referencing specific tools and platforms (e.g., Google Ads, Google Analytics, Moz, Facebook Ads Manager).

Key Themes and Ideas:

• Post-Purchase Customer Engagement:The importance of nurturing customers after a purchase to foster loyalty and encourage repeat business.
• “You could even throw in an extra five or ten percent on a future purchase as a thank you, and that’s easily done on social media.”
• Tactics include:
• Thank you emails and text messages.
• Surveys to gather feedback.
• Rewarding loyalty with discounts and referral opportunities.
• Providing advice on how to maximize the value of the purchased product. “Hey, you just purchased this product, thank you very much. Did you know you could do this, this, and this with it?”
• Cross-selling related products.
• Defining Digital Marketing:Digital marketing encompasses any marketing activity conducted using electronic devices and/or the internet.
• “Really what it refers to is just marketing that a company does, a person does, an individual, a group, an organization, and they do it in the form of an electronic device or with the aid of the internet.”
• Includes mobile marketing, search engine marketing (SEM), social media marketing, and email marketing.
• Benefits of Digital Marketing:Data & Optimization: Digital marketing provides readily available data for campaign performance analysis, enabling optimization. “Anytime you send out an email or post something on Facebook, you’re going to get data back…you can make changes to improve performance. That’s called optimization.”
• Personalization: Tailoring messaging to specific target audiences based on their online behavior.
• Global Reach: The ability to reach a global audience easily and cost-effectively. “If I want to target people in India or Nepal or Pakistan, I can certainly do that, and I can do that with the snap of a campaign.”
• Cost-Effectiveness: Digital marketing is presented as a more affordable alternative to traditional marketing channels.
• Search Engine Optimization (SEO): Keyword Research:The crucial role of keyword research in SEO for both on-page and off-page optimization.
• Using tools like Google Keyword Planner and Moz Keyword Explorer to identify relevant keywords with high search volume and low competition.
• “We want to be able to use Moz. We want to be able to use Google’s Keyword Planner not only to search for all those relevant keywords available to you, but we want to be able to choose keywords with high volume and low difficulty, low competition.”
• Importance of considering keyword relevancy, volume, competition, commercial intent, and LSI (Latent Semantic Indexing) keywords.
• SEO: On-Page Optimization:Optimizing key on-page elements like title tags, meta descriptions, URLs, and header tags (H1, H2, etc.).
• Title Tags: Keep titles concise (under 65 characters), include the target keyword, and use modifiers. Example: “10 Best Cooking Dried Fake Recipes by Emily”
• Meta Descriptions: Provide unique and compelling descriptions for each webpage (under 160 characters), use modifiers, and include calls to action. “Describe the page, but also to get the end user to click on your link.”
• URLs: Create SEO-friendly URLs that are readable, include the target keyword, and are short. Use hyphens instead of underscores. “If you can read the url, then the search engines can read the url”.
• Rich Snippets: Implement rich snippets to enhance website visibility in search engine results pages (SERPs).
• SEO: Off-Page Optimization & Measuring Success:Off-page SEO focuses on building backlinks from reputable websites to improve domain authority.
• Monitoring keyword rankings using tools like Moz and Google Search Console to track progress. “For whatever keyword I choose to optimize for, I want to make sure I put those keywords in Moz because when I put them in Moz, Moz is going to on a weekly basis tell me where these keywords rank and for what URL they’re ranked for.”
• Analyzing engagement metrics (bounce rate, average session duration, pages per visit) in Google Analytics to assess content quality and user experience.
• Local SEO:Leveraging Google My Business to improve local visibility in search results and on Google Maps.
• Tracking key metrics in Google My Business, such as search queries, website visits, direction requests, and phone calls.
• Paid Advertising (Google Ads & Facebook Ads):Using platforms like Google Ads and Facebook Ads Manager to create and manage paid advertising campaigns.
• Analyzing campaign data (clicks, impressions, click-through rates, conversions) to optimize ad performance and ROI.
• Leveraging features like keyword targeting, device targeting, location targeting, and audience targeting to reach specific demographics and interests.
• “Social allows us to monitor conversions and gain insights in this example about Facebook users. How are our users interacting with our ads?”
• A/B testing: The importance of A/B testing for ad copy, call to actions, creatives, and landing pages to find high performing variants
• Using Google Ads Editor for efficient bulk changes to campaigns.
• Google AnalyticsAudience Analysis: Demographics, interests, behavior
• Acquisition Analysis: Channels, source, medium
• Behavior Analysis: Site content, landing pages, site speed, events
• Conversion Analysis: Goal Completions broken down by goal type
• Competitor Analysis:Employing tools and manual methods (e.g., Google search operators) to analyze competitor strategies and identify opportunities.
• Tools like SpyFu, Moz, and Google’s benchmarking reports in Google Analytics can provide valuable insights into competitor keywords, ad copy, and organic rankings.

Tools Mentioned:

• Google Ads & Google Ads Editor
• Google Keyword Planner
• Google Analytics
• Google Search Console
• Google Tag Manager
• Moz Keyword Explorer
• Ahrefs
• Pingdom
• SpyFu
• Facebook Ads Manager
• Commission Junction (CJ)
• Later.com
• Tweetdeck
• VidIQ
• SEO Site Checkup / Site Analyzer
• SolarWinds Pingdom
• KeywordIt
• Semrush
• WordStream

Quotes highlighting key actions:

• “We want to be able to make sure that we’re ranking for our coveted keywords, and if we are, we want to be able to measure how many times our listing was seen and how many times it was clicked.”
• “If a page isn’t loading very fast, then chances of it getting ranked in Google are not very good, so Google’s organic search basically takes page load time seriously.”
• “You always want to support your content with as much LSI keywords as possible so you can be found for as many different keywords as possible in Google Search.”
• “You can always use Google My Business to hone in on your specific audience.”
• “You want to be able to measure any dimension whether that be channel, source, medium, keyword, campaign, mobile device, could be demographic, gender or age, you want to be able to measure any dimension against the goals you have set up.”

Conclusion:

The excerpts emphasize the importance of a holistic and data-driven approach to digital marketing. By understanding the various channels, leveraging available tools, and continuously optimizing campaigns based on performance data, businesses can effectively reach their target audiences, improve their online visibility, and achieve their marketing goals.

Digital Marketing, SEO, and Social Media Strategies

Digital Marketing and Post-Purchase Engagement

• What is digital marketing, and how does it differ from traditional marketing?
• Digital marketing encompasses any marketing activity conducted through electronic devices or the internet. This includes channels like mobile devices, search engines, social media, and email. Unlike traditional marketing methods such as billboards, newspapers, and television ads, digital marketing allows for precise tracking of metrics, enabling data-driven optimization. It also offers a cost-effective way to reach a global audience with personalized messaging.
• What are some effective strategies for post-purchase engagement?
• Post-purchase engagement aims to maximize the value of a customer’s purchase and foster loyalty. Strategies include sending follow-up emails with customer care content, texting thank-you messages with survey links, rewarding customer feedback with discounts (e.g., 10% off), and offering referral opportunities. Additionally, social media and content marketing can provide customers with advice on maximizing the value of their purchase. Cross-selling related products (e.g., recommending shorts or a water bottle with a discount after purchasing running shoes) can further enhance engagement.

Search Engine Optimization (SEO)

• How can Google’s Keyword Planner assist with SEO?
• Google’s Keyword Planner, accessible through a Google Ads account, is invaluable for identifying keywords for SEO. It allows users to discover new keywords, providing data on average monthly search volumes, competition levels, and potential cost-per-click (CPC) if bidding on those keywords in paid search campaigns. This information helps identify relevant keywords with high volume and low competition. By analyzing the data, one can determine which keywords to optimize for to improve organic search rankings.
• What are some alternative tools to Google’s Keyword Planner for keyword research?
• If access to Google Ads and Keyword Planner is limited, tools like Moz’s Keyword Explorer provide similar functionality. Moz offers insights into monthly search volume ranges, keyword difficulty scores, and estimated click-through rates. It also provides keyword suggestions and competitor analysis. Ahrefs is a free tool for checking a domain’s backlinks, offering a glimpse into off-page SEO performance.
• How can Google Analytics be used to improve SEO and website performance?
• Google Analytics provides valuable data about website traffic and user behavior. By tracking metrics like page load time, bounce rate, average session duration, and pages per session, one can identify areas for optimization. The “Site Speed” report in Google Analytics offers suggestions for improving page load time, a crucial factor for SEO. Furthermore, setting up event tracking can help measure user engagement with specific elements on a website, providing insights for conversion rate optimization.
• What is the significance of “all in title” syntax when researching keywords in Google Search?
• Using the “all in title:keyword” syntax in Google Search provides a more accurate assessment of keyword competition. This syntax displays only the websites that have the specified keyword in their title tag, offering a clearer picture of the number of sites actively optimizing for that particular keyword. This helps estimate the number of sites one needs to “jump over” to rank on the first page.
• How does local SEO differ, and what tool is crucial for managing it?
• Local SEO focuses on optimizing a business’s online presence for local search results. Google My Business is the cornerstone of local SEO. It allows businesses to manage their online information, track queries, and see user actions like website visits, direction requests, and phone calls. Google My Business Insights provides crucial data on how a business is performing locally and whether it’s reaching its target audience.

Social Media and Paid Advertising

• How can social media platforms like Facebook be leveraged for targeted advertising and measurement?
• Social media platforms like Facebook provide powerful targeting options and robust reporting tools. Through Facebook Ads Manager, advertisers can define target audiences based on demographics, interests, behaviors, and connections. The platform allows for A/B testing of ad creatives, enabling optimization based on performance metrics like clicks, reach, impressions, and cost per click. Reporting features within Ads Manager provide insights into ad performance by age, gender, placement, and device, facilitating data-driven campaign adjustments.

Keyword Research: SEO Fundamentals

Keyword research is a fundamental Search Engine Optimization (SEO) practice that involves identifying keywords to optimize for in search engines. The goal of keyword research is to ensure that your website appears in search results when users type in queries relevant to your content.

Here’s a breakdown of keyword research, according to the sources:

• Why Conduct Keyword Research Choosing the right keywords is essential for driving traffic to blog posts and aligning content with search queries. Poorly chosen keywords can lead to:
• Low search volume, resulting in less traffic.
• High competition, making it difficult to rank.
• Misalignment with content, causing visitors to leave the page.
• Improper use in content, hindering organic search visibility.
• Types of Keywords There are primarily two types of keywords to consider:
• Short Tail Keywords: These are generic, usually less than three words, and have high search volume and competition. They may not always be relevant, potentially leading to lower conversion rates. An example of a short tail keyword is “Italian restaurants”.
• Long Tail Keywords: These are more specific, consisting of more than three words, and have lower competition and search volume. Long tail keywords are more relevant and tend to have higher conversion rates. An example of a long tail keyword is “Italian restaurants orlando florida”.
• How to Conduct Keyword Research The process involves several steps:
• Brainstorming: Start by generating a list of potential keywords related to your business or topic.
• Using Keyword Research Tools: Utilize tools like Google Keyword Planner and Moz Keyword Explorer to gather data on search volume and competition.
• Analyzing Search Volume: Identify keywords with a high average monthly search volume, indicating the potential traffic. Also, consider seasonality trends.
• Analyzing Competition: Assess the competition for each keyword to determine the difficulty of ranking. Use the “all in title” syntax in Google Search to find the number of web pages with the keyword in their title tag.
• Relevancy: Choose keywords that are highly relevant to your content and business.
• Commercial Intent: Consider keywords that indicate a user’s intent to make a purchase or take a specific action.
• Create a Spreadsheet: Organize your findings in a spreadsheet, including keywords, volume, competition, and the ratio between volume and competition (KEI).
• Prioritize Keywords: Focus on keywords with high volume and low competition, but always prioritize relevancy.
• Alternative Keyword Research Methods In addition to traditional keyword research tools, consider these alternative approaches:
• LSI Keywords: Use latent semantic indexing (LSI) keywords, which are related to your primary keyword. Find LSI keywords in Google Search suggestions, related searches, and tools like LSI Graph.
• Quora: Explore Quora to identify questions and topics related to your keywords.
• Wikipedia: Use Wikipedia to find relevant keywords in the meta description, first paragraph, content section, “see also” section, and references.
• Reddit: Utilize Reddit to discover trending topics and keywords within specific subreddits. Use tools like Keyworddit to extract keywords and search volumes from Reddit.
• Primary and Secondary Keywords Each web page should have a primary keyword and one or more secondary keywords.
• Primary Keyword: Defines the main topic of your content.
• Secondary Keywords: Are relevant to the primary keyword and provide additional opportunities to rank.
• Keyword Clustering Group keywords into themes or clusters to target multiple related terms with a single piece of content.

By following these steps and utilizing the appropriate tools, you can conduct effective keyword research to improve your website’s visibility and attract relevant traffic.

On-Page SEO: Techniques for Higher Search Engine Rankings

On-page SEO involves optimizing various elements within a website to improve its ranking in search engine results. It focuses on making web pages more relevant for specific search queries. Both On-page and Off-page SEO are needed for a page to rank well.

Here’s a breakdown of key aspects of on-page SEO, according to the sources:

• Keyword Research:
• Before implementing any on-page SEO techniques, it is essential to conduct keyword research to identify the terms you want your website to rank for. This involves understanding search volume, competition, and relevancy.
• Keyword research is the most important thing you can do for SEO.
• Title Tag Optimization:
• The title tag is the title of a web page that appears in search engine results and is a critical element for on-page SEO.
• It should include the target keyword to improve relevancy.
• Optimal format: [Keyword] | [Brand Name].
• Keep it under 60-65 characters to prevent truncation in search results.
• Meta Description Optimization:
• The meta description is a brief summary of the web page content that appears under the title tag in search results.
• It should accurately describe the page and include relevant keywords.
• The optimal length is up to 155-160 characters.
• URL Structure:
• A clean URL structure helps both users and search engines understand the page’s content.
• Include the target keyword in the URL when possible.
• Avoid poor URL structures that are not easily understandable.
• Header Tags:
• Header tags (H1-H6) add structure and organization to the content.
• Use header tags to create a hierarchy of information, with H1 being the most important.
• Include target keywords in header tags to emphasize their importance to search engines.
• Internal Linking:
• Internal links connect one page on your website to another, improving navigation and helping search engines crawl and index your site.
• Internal linking also helps users navigate the site naturally.
• Links should be relevant to the content and provide additional value to the user.
• Natural Language Processing:
• Use natural language and related keywords to create content that is relevant and engaging.
• Focus on keywords that are natural to the content.
• Sitemap:
• A sitemap lists all the pages on your website, helping users and search engines understand the site structure.
• There are two types of sitemaps: HTML (for users) and XML (for search engines).
• Submit the XML sitemap to Google Search Console to expedite indexing.
• Image Optimization:
• Use descriptive alt tags for images to help search engines understand the image content.
• Optimize images by reducing file size to improve page load time.
• Page Speed Optimization:
• Page load time is a critical ranking factor.
• Use tools like Google Analytics and PageSpeed Insights to measure and improve page speed.
• Optimize images, leverage browser caching, and minimize HTTP requests to improve load time.
• High-Quality Content:
• Create content that is well-written, engaging, and valuable to the user.
• Content should be original, natural, and well-structured.
• Use visuals, subheadings, and bullet points to make the content more readable.
• Featured Snippets:
• Optimize content to appear in featured snippets by providing clear, concise answers to common questions.
• Structure your content to directly answer questions, using formats like paragraphs, lists, or tables.
• Website Architecture:
• A well-structured website architecture helps search engines understand how your website is built.
• Ensure internal links are spread equally throughout the website.
• Mobile-Friendliness:
• Ensure your website is mobile-friendly and has a responsive design.
• Mobile-friendliness is crucial, as many users start their search process on mobile devices.

By implementing these on-page SEO techniques, you can improve your website’s visibility, attract more organic traffic, and achieve higher rankings in search engine results.

Off-Page SEO: Strategies for Building Authority and Rankings

Off-page SEO involves techniques used to promote a website beyond its own pages, with the goal of improving search engine rankings. It focuses on building the website’s recognition, credibility, trustworthiness, and relevance from the perspective of other websites. Off-page SEO is synonymous with link building, and both on-page and off-page SEO are needed for a page to rank well.

Here’s a breakdown of off-page SEO elements, according to the sources:

• Link Building:
• Off-page SEO is primarily about acquiring backlinks from other websites.
• The goal is to establish external links from high-quality, relevant sites to your own.
• Google recognizes backlinks as one of the top ranking factors.
• Benefits of Off-Page SEO:
• Improved Credibility, Trustworthiness, and Relevance: Off-page SEO helps Google recognize that your web page is trustworthy, recognized by other websites, and relevant for particular keywords.
• Increased Traffic: Links from credible websites can drive referral traffic to your site.
• High Domain Authority: Securing links from other web pages pointing back to your site improves your domain authority, which in turn makes other websites want to link to you.
• Brand Awareness: A good link-building strategy increases brand awareness, which enhances trustworthiness.
• Types of Links:
• Follow Links: These links allow search engine crawlers to follow them and pass on “link juice,” giving your domain reputation.
• Nofollow Links: Search engines do not follow these links, so they don’t pass on link juice. While Google may still recognize the association between websites, aim for follow links to gain credit for the backlink.
• Strategies for Link Building:
• Content Quality: High-quality, original content is essential for attracting links naturally.
• Social Media: Social media can broaden the distribution of your content. Social media can also be a source for link building.
• Guest Blogging: Writing guest posts for other blogs in your industry can earn you valuable backlinks.
• Directories: Listing your website in reputable and trustworthy directories.
• Testimonials: Asking clients or partners for testimonials that include a link back to your site.
• Measuring Off-Page SEO:
• Domain Authority (DA): Use tools like Moz Link Explorer to measure your website’s domain authority, which is a score (out of 100) that indicates how authoritative your domain is.
• Linking Domains: The number of unique domains linking to your website.
• Backlinks: The total number of links pointing to your website from other sites.
• Spam Score: Moz also provides a spam score to measure how “spammy” a website is, helping you identify potentially harmful links.
• Google Search Console: Use Google Search Console to see which sites are linking to your website.
• Page Authority: Page authority is a score between one and one hundred. If external links pointing to an internal page have high domain authority that is likely to increase the page authority of that page.
• Do’s and Don’ts of Off-Page SEO:
• Do get backlinks from relevant, high-quality sites.
• Don’t get backlinks from irrelevant or low-quality sites.
• Quality over Quantity:
• Focus on acquiring links from high-authority websites rather than accumulating a large number of low-quality links.
• A single link from a reputable domain is more valuable than multiple links from low-quality sites.
• Internal vs. External Links:
• For on-page SEO, internal linking is used to connect pages within your website.
• For off-page SEO, external linking is used to get links from other websites to your own.
• Link Placement:
• Encourage backlinks to point to internal pages (such as blog posts or product pages) rather than just the home page.
• Links to interior pages help boost the page authority for those specific pages, improving their ranking potential.
• Follow vs. Nofollow Links:
• Ensure that the backlinks you acquire are “follow” links, as “nofollow” links do not pass link juice.
• Check the HTML code of a link to confirm whether it has a “nofollow” tag.
• Monitor Backlinks:
• Regularly monitor your backlink profile to identify and disavow any links from low-quality or spammy websites.
• Use tools like Moz Link Explorer and Google Search Console to track your backlinks.

By implementing a comprehensive off-page SEO strategy, you can improve your website’s authority, attract more referral traffic, and achieve higher rankings in search engine results.

Mobile Traffic: Measurement, Optimization, and SEO Impact

Mobile traffic is an important aspect of digital marketing and SEO because a large portion of online activity now takes place on mobile devices. Here’s a detailed discussion of mobile traffic, according to the sources:

• Importance of Mobile Traffic:
• A majority of searches now originate from mobile devices.
• Mobile traffic is a significant driver of website visits.
• Most people start their online journey on mobile.
• Measuring Mobile Traffic:
• Google Analytics can be used to measure the amount of traffic coming from desktop, tablet, and mobile devices. In Google Analytics, under Audience, then Mobile, then Overview, a breakdown of traffic by device can be viewed.
• It is important to monitor mobile traffic to understand user behavior and optimize the mobile experience.
• Mobile vs. Desktop:
• Mobile users often have a different mindset compared to desktop users, as they are actively looking for something and may follow up in person or call.
• The user experience on mobile devices is different due to responsive design.
• Mobile Optimization:
• Mobile ranking relies on having a responsive website design that adapts to the mobile device.
• Page speed is crucial for mobile, as users expect fast loading times.
• Ensure that the website is mobile-friendly, with easy-to-read text and appropriately sized viewports.
• Mobile Usability Report:
• Google Search Console has a Mobile Usability Report that identifies mobile usability issues on a website.
• This report highlights pages that do not follow Google’s best practices, such as having text that is too small or clickable elements that are too close together.
• Addressing the issues flagged in the Mobile Usability Report and getting Google to validate the fixes can help ensure that pages are indexed properly.
• Pages with mobile usability errors may not get indexed by Google.
• Impact on SEO:
• Google considers mobile-friendliness as a ranking factor.
• Improving mobile page load time can positively impact organic rankings.
• Mobile usability and site architecture influence how well a site ranks in mobile search results.

By monitoring, measuring, and optimizing for mobile traffic, one can create a better user experience, improve search engine rankings, and drive more conversions.

Website Speed: Optimization for User Experience and SEO

Website speed, also known as page speed or page load time, is a critical factor for SEO and user experience. It refers to the amount of time it takes for a web page to load completely. Google considers page speed as one of the most important ranking factors because it wants to rank pages that are relevant and provide a good user experience.

Here’s a breakdown of key aspects related to website speed, according to the sources:

• Importance of Page Speed
• User Experience: Slow loading times can lead to a poor user experience, causing users to leave the site.
• SEO Ranking: Google considers page speed as a ranking factor. Faster pages tend to rank higher in search results.
• Engagement and Conversions: Faster page load times can increase user engagement, reduce bounce rates, and improve conversions.
• Mobile Experience: Mobile users expect fast loading times, making page speed even more critical for mobile optimization.
• Measuring Page Speed
• Google Analytics: Google Analytics can be used to track the average page load time for your website.
• Page Speed Insights: Google’s Page Speed Insights tool analyzes the content of a web page and provides suggestions to make the page load faster. This tool provides speed suggestions for both desktop and mobile versions of a site.
• Google Search Console: The speed report helps you understand the page loading time of your website.
• Factors Affecting Page Speed
• Image Optimization: Large, unoptimized images can significantly slow down page load times.
• Website Design: A complex website design with unnecessary elements can increase load times.
• Hosting: The server your website is hosted on can impact page speed.
• Code Optimization: Unnecessary or poorly optimized code (CSS, JavaScript) can slow down page load times.
• Browser and Device: Page load times can vary based on the browser and device used to access the site.
• Server Response Time: Slow server response times can contribute to longer page load times.
• Code: Too much code can slow down your site.
• Redirects: Multiple page redirects can increase load times.
• Ways to Improve Page Speed
• Optimize Images: Reduce image file sizes without sacrificing quality.
• Simplify Website Design: Use a clean and simple website design.
• Leverage Browser Caching: Utilize browser caching to store frequently accessed resources.
• Minify Code: Remove unnecessary characters from HTML, CSS, and JavaScript files.
• Optimize Code: Minify files.
• Minimize Redirects: Reduce the number of redirects on your website.
• Upgrade Hosting: Consider upgrading to a faster hosting plan with better server response times.
• Content Delivery Network (CDN): Using a CDN can distribute your website’s content across multiple servers, reducing load times for users in different geographic locations.
• Walmart Case Study: Walmart experienced a 2% increase in conversions for every one-second improvement in page speed, demonstrating the direct correlation between page speed and revenue.

By focusing on optimizing website speed, you can improve user experience, increase engagement, and achieve higher rankings in search engine results. Regularly monitor your website’s speed and address any issues to ensure optimal performance.

The Original Text

[Music] hi guys welcome to part one of the digital marketing full course video by simply learn in this video we’ll be covering everything you need to know about digital marketing we’ll do this with the help of our instructor rob sanders so let’s start with an introduction to digital marketing a digital marketing course video and some of the best digital marketing tools we’ll also have a look at what is seo an seo tutorial 7 tips and tricks for seo how to perform keyword research how to rank number one on google and google tag manager greetings everyone this is rob sanders and today we’re going to talk about what is digital marketing so thanks for joining us here at simply learn and let’s get started let’s start talking about why digital marketing is important so let’s start there on the why so we’re just a fly on the wall and we’re in an office environment we’re looking at two friends having a conversation about digital marketing so really if we’re listening in everybody every marketer is using digital marketing for his or her business now digital marketing has become more popular than traditional marketing that’s not a surprise so in response hey over the past few decades digital marketing has evolved at a rapid pace these days a lot of people spend most their time on the internet so what happens in the internet every 60 seconds well a lot happens every 60 seconds so according to social media today i mean there’s a lot of snaps there’s a lot of clicks there’s a lot of text there’s a lot of videos watched there’s a lot of pictures being taken there’s a lot of voice activated activity going on a lot of tweets emails swipes there’s a lot going on here in 60 seconds so there’s a lot of activity on the internet a lot and so the one gentleman says hey can you also mention a few differences between digital and traditional marketing systems and then the expert responds of course i can certainly clarify a few differences between digital and traditional and so he goes on to say what the differences are between traditional and digital and let’s look at that okay so on traditional marketing we’re talking about print radio billboard newspaper tv anything that’s not on your mobile or laptop so we know what traditional marketing reach is limited with digital marketing reaches maximum and what we mean by that is hey when you print something you’re printing it for x amount of people you’re trying to promote an event and you basically create a thousand flyers okay you figure that’s going to a thousand people maybe they’ll share it so you’re looking about 2 000 people maybe just to be generous well digital marketing we’re promoting an event we can promote it to a whole lot of people depending on the platform so 2000 is nothing when you’re targeting an audience on facebook or google search traditional marketing non-versatile and with digital marketing very versatile so again going back to our flyer printing an eight and a half by eleven okay that’s it you know with with digital marketing you’re running display banners you have 468 by 60 200 by 200 250 by 250 300 by 300 i mean the list goes on on the types of different display sizes not to mention text ads not to mention video or multimedia uh so there’s a lot you can do to get your message out there okay with traditional it’s always delayed communication okay so meaning if you’re trying to get that tv spot there might not be a spot open until one in the morning okay well with digital marketing there is no hours okay you can certainly get your point out there and have people see it instantaneously so with traditional marketing there’s a lack of real-time results i mean this seems like uh it’s obvious but you know digital marketing that’s one of the biggest benefits instant real-time results instant okay nowadays go to analytics you can look at real-time reporting okay so we could see real-time results okay traditional marketing can be very costly i mean if you’re not only doing postcards and printing postcards but you have to mail those postcards so there’s postage fees where with digital marketing it’s very very very cost efficient i mean meaning you could pick and choose who you want to target when you want to target where you want to target what you want to target and if you’re doing search you can put your bidding in place you can put your hours in place you can really control how much you actually spend so that to me is one of the biggest advantages to digital marketing not only do you get real-time results but you can control costs and then obviously optimize based on the amount of cost you’re spending based on those real-time results with traditional marketing it’s difficult to reach a target audience you know with digital marketing it’s easy to reach a target audience i mean you know i don’t wanna bash traditional marketing too much i mean if you’re gonna put a tv ad in place you know you’re gonna do it on a tv show that tends to gear more towards your target audience but that doesn’t guarantee anything here we can simply go to facebook or twitter or linkedin and just pick and choose specifically who we want to target when we want to target them so it just becomes a lot easier to reach a targeted audience on a digital marketing platform and then with traditional marketing poor campaign measurement with digital you have easy to measure and optimize campaigns and what we really mean by that is because you get instant time results because you can control cost because you can reach your target audience more easily all those a result of okay you can measure and optimize based on what our audience is seeing and how much they’re spending to see it we can quickly make adjustments in order to optimize the campaign for better performance so that’s generally that means that’s a culmination of pretty much everything that we’ve listed as a benefit for digital marketing okay so now why digital marketing has been answered with all the benefits that it carries let’s talk about the what is digital marketing so you know that you know you want to do digital marketing so how do we go about that what what is it exactly well let’s just define it digital marketing is just the act of promoting a company’s product or an individual’s product or service with the help of a device or technology and so obviously when we talk about device we’re talking about maybe a laptop we’re talking about a mobile device and we talk about technology it could be an app it could be you know a cloud-based platform okay it could be a piece of software okay so a lot going on on the digital side in terms of variations and what you can do but that’s in a nutshell what digital marketing is you’re really just using technology to promote your product or service so we know because of the benefits in digital marketing you can promote your campaign on different platforms okay so all those benefits we mentioned about instant real-time results cost efficiency optimizing campaigns you could do that on search you could do it on social via email on mobile apps etc so that’s what we mean by with the help of digital devices and technology well these digital devices and technology come in the form of search engines and emails and mobile apps etc so when we want to go and promote our product or service using a campaign we have different options so there are different types of digital marketing channels that we can choose from and let’s just go through that list of digital marketing channels and the first one is what i consider the king of them all and that’s seo so seo stands for search engine optimization there’s search engine marketing there’s email marketing affiliate marketing social content mobile and then we can get into subsets of each of these digital marketing channels but really we’ll start with seo because that’s the king and to me that’s basically increasing the quality and quantity of relevant organic traffic on the search engines including google so depending on where you’re located in the us market google tends more has a large market share so you want your pages on your website to be found and clicked on organically and so that means that somebody types in a keyword you want that relevant page to show up first on google so somebody can click on that link okay and we know that millions of people specifically in the us but worldwide you search on a daily basis so if you’re ranking for those relevant keywords you can imagine how much traffic you can get okay so that’s seo okay and here’s an example so you type in online shopping well you can see the first listing here is a paid search ad and we’re gonna get to that in a minute the second organically is amazon okay so online shopping you think maybe walmart you think maybe alibaba or you’re thinking probably amazon okay so no surprise amazon’s ranking for the keyword online shopping and so if somebody clicked on their listing that’s traffic for amazon let’s move on to search engine marketing you know known as sem or pay per click or cost per click or ppc or cpc or sponsored search or google ads i mean there’s a lot of different names synonymous with sem so search engine marketing is really just using paid ads on search engines just as we saw the previous example if you want to be found for keyword you don’t have to worry about organic if you’re willing to pay for it you just bid on that keyword and voila you have the opportunity to appear number one in the search results at the top of the page for that keyword now when somebody clicks on it you have to pay google if it’s google you’re advertising on but that’s the beauty of search engine marketing you can bid on keywords and appear at the top of the search results for that keyword example here if we go back to online shopping well myus.com is bidding on that keyword online shopping so they’re actually appearing above amazon’s organic listing but that’s what they want to do they want to be found for that keyword so if they’re not ranking for it organically well they’re bidding on it and if somebody happened to click on that listing then myus.com is going to pay google something depending on what the cost per click is and so that could be anywhere from one penny to a hundred dollars it depends depends on the keyword depends on who else is bidding on the keyword depends on the location depends on the time of day depends on quality score there’s a lot of factors involved and regarding what you pay however the benefit of sem is visibility and getting traffic to your website for keywords you’re not found for so that’s why sem’s such a popular choice for a lot of companies okay let’s talk about digital marketing that’s a traditional type of digital marketing channel it’s been around a long time you know we all send emails on a daily basis and we probably all receive emails on a daily basis this is an effective way to capture leads and convert them to customers because with email you can personalize your emails and you can send your emails to a segmented audience okay so if you have emails from females who are 35 years of age to 44 that live in say the southern part of the united states you can segment that and send them an email and cater that email directly to that audience and of course you can put some nice call to action in there you could design it really snazzy and you could track it just like you can any other digital marketing channel so email is a very effective way to really reach a target audience because everybody for the most part has a functioning email account so basically here’s an example of an email that could go out if you’re selling a product and the products promotion is about to end well you know get that email out to your target audience let them know hey you have until tonight to purchase the product and if you purchase it you’re gonna get 30 off and you can put the coupon code right in there with a nice call to action and you can measure how many people click on that email go to that web page and purchase the product using that coupon code so that’s an example of email marketing okay we have affiliate marketing so affiliate marketing is an effective way for digital marketers to basically create a sales force of people so basically what you’re doing is you’re getting merchants to promote your products and services and you’re using usually a third-party broker like commission junction or cg.com as an example to introduce you the the person selling the product the merchant with the affiliate so that affiliate could likely be a merchant him or himself and they can basically be a good partner of yours by publishing your product or service on their website so that they can sell in order to get commissions so it’s all based on a commission so you basically are going to use a third-party affiliate like cj get all these affiliates to work for you they’re going to promote your product or service if they do sell your product or service you’re going to pay them a commission that’s more or less how it works with affiliate marketing and you know with affiliate marketing to me it’s a good way to you know really promote your product or service and you can pick and choose the affiliates or the publishers of whom you want to work with so here’s an example of affiliate marketing at work okay you basically see a banner basically you can see earn up to 12 advertising fees with a trusted e-commerce leader okay so if somebody clicked on that purchase for example or joined you could pay off that commission okay let’s turn our attention to social media marketing so social media marketing you know i would say it’s fairly new i mean if i think about it we’re in 2019 and i remember talking about facebook back in 2006. so you’re talking about 13 14 15 years of social media it’s definitely evolved over the years and but the concept remains the same it involves creating different types of content depending on the platform okay so you could be on pinterest or instagram and be dealing with photos or you could be on twitter tweeting out certain characters up to a limit okay so it really depends on the social media platform uh that really drives the type of content you’re gonna promote but we know social media can be effective because people use social media i mean facebook is one of the more popular platforms and if you want to get your product or service out there you could certainly pay to have an ad on facebook or you could just post your content organically okay that’s the beauty of social most of your social platforms like linkedin and twitter and facebook and pinterest and instagram they’ll have a paid form of advertising that you can use to promote your product or service or you can go the organic route and you know post content organically in hopes of driving traffic back to your website so with social you do have two options here but social is interesting because a lot of different social media platforms out there really depends on your product or service okay so an example of social media marketing especially on facebook with facebook you got mobile and desktop and you obviously have the opportunity to post something organically and have that liked or commented on or shared or you could post an app and get that liked commented or shared or clicked and have people go back to your website and fulfill the goal of what you want them to do so moving on to content marketing so content marketing is really an effective way of really distributing valuable content online and when we talk about content marketing you know we’re talking about different types of assets so it could be simply text in the form of a blog post or it could be a video or it could be an infographic or it could be an image okay there are lots of ways to create content these days especially in digital marketing and the great thing about content marketing is you’re writing content for a targeted audience so if you’re trying a targeted audience on say instagram then you know who your audience is and you know what the type of content you’re gonna post on there so it could be in the form of a video or infographic or just a graphic and so that’s the beauty of content marketing really putting yourself out there and depending on the platform putting yourself out there with various types of content so for example we look at youtube you can see this video here about digital marketing certified associate well hey you don’t need to always write the content you can produce the content in the form of a video and post it on youtube this is a form of content marketing so that’s content marketing and then let’s talk about mobile marketing so content marketing again different types but if we go now to mobile marketing you can kind of segue from content to mobile because the only difference here is with mobile it’s strictly on mobile phone it’s not desktop so mobile marketing is really a strategy on its own that helps you the company promoting your product or service to reach your target audience through a mobile device and that includes tablets and how you could do that is via messaging you could do it via email or you could be do it via an app okay so you have different ways of getting your content out there to people okay so as an example you can use basically sms or instant messaging via mobile devices to promote your product or service here’s another example of a mobile marketing via app install and so you can even compound that by running a say google ad as an example and running your google ad on say just mobile you could do a bid adjustment just for mobile and the goal could be app installs okay so and you can even do a mobile or app extension so there’s lots of ways to really promote your app or your product or your service via mobile marketing okay let’s talk about the customer life cycle so we know why we want to do digital marketing we want to know we want we know what the digital marketing channels are because we just talked about them from seo to social to affiliate to mobile to content to sem okay you have a lot of different digital marketing channels at your disposal so now how do we go ahead and approach our customers so that’s what we’re going to talk about first so we’re going to talk about different stages of the customer life cycle okay and the first one is the awareness stage so we need to get our customers aware of what we’re selling or what we’re promoting okay so the awareness stage is really what product does your brand offer that’s a question we want to get out there and we want to answer okay what does a customer need your product or excuse me why does a customer need your product that’s a question we want to answer with digital marketing okay what solution does your product provide okay that’s an answer to a question we want to make sure people understand so these are questions that we want to be able to answer in the form of digital marketing whether that be mobile or content okay so getting our information out there that answers these essential questions and if we could do that then somebody’s going to become aware of our product or service okay so what product does our brand offer why does a customer need it and what solution does it provide okay those are some key questions that people tend to ask themselves when they look at a brand okay and when they look at a product hey do i really need this is it gonna help me in my life okay and who who is selling this i mean who is this brand i mean that’s those are just things that run through people’s mind intuitively that with the right messaging the right channel the right type of asset the right targeted audience you can quickly make somebody aware of your brand’s product or service in this stage it’s help potential customers discover your brand with the help of these different marketing channels so in the awareness stage you know content is key so it’s to me if we have a website we need a blog because if somebody does come to our blog from say organic search seo then we can write about that product or service via blog and talk to our customer talk directly to our targeted audience through that blog and if we’re not ranking organically we can use paid search to promote it because paid search on google for example basically we can be right at the top of the search results and so somebody can actually see when they do a search because we know millions of people you search on a daily basis you could do social media marketing okay so you can publish that product or service on facebook while you’re building your community and you can use affiliate marketing to help get the word out by using cg.com as an example build up a sales force of people these publishers that are going to put your product or service out there so to me in the awareness stage these are the digital marketing channels you can focus on now i will say one thing about display ads display is part of search engine marketing you could use display because you can reach a large number of people so even though it’s listed here low priority in the awareness stage display ads mean that if you’re on google’s display number you could pick and choose your sites your demographics keywords topics an audience you can focus on all those different demographics to really attract a large number of people so low priority but it’s probably also good to focus on in the awareness stage okay so content marketing you must create a high quality content that people are searching for without content it’s hard to get found and so to me this is you know where the blog comes in seo take that content get it optimized okay sem if we’re not ranking organically we can make sure we’re at the top of the paid search results or the the search results for a particular keyword we want to be found for and then social media marketing using different channels depending on the channel if we’re selling you know training like simply learn does you know linkedin is a good platform for us okay and then affiliate you know basically building up a nice network of publishers to get the word out so these are all good channels that we can focus in on so traffic sources may include paid unpaid social referral display email or direct so they they could come in the awareness stage from all different types of channels even though you’re focused on content i mean you could still get traffic from mobile or email so now that we got the word out via all these different marketing channels there’s that consideration stage so you know people are aware of us now they’re considering us and that’s kind of the next stage in the process okay so a few essential questions to address on the consideration stage hey what features make your product valuable to others and how will i increase customer engagement towards my product so those are answers to questions you want to ask okay what features make your product valuable you want to basically separate yourself from the competition basically that’s what you’re trying to answer okay so if you’re promoting your product or service on paid search and other people are bidding on the same keyword how are you going to stand out and then how will i increase customer engagement towards my product so for example if you’re on facebook okay and you’re trying to get people over to your site to purchase your product then how are you going to improve that engagement you got to create something really snazzy or really it’s going to be attention-grabbing or something that’s going to get them to become aware of it that’s going to separate your posts from all the other posts that are in somebody’s facebook newsfeed okay so you really have to work hard to really convince somebody to get their consideration towards your product or service so in this stage your customer considers your product so help them understand how your product is valuable okay to me email works really good here because if you have a targeted audience this gives you the opportunity to really answer those questions in that particular channel email you could support that with a promotion and display i think display is a good option here too because even though you know people are trying to become aware you know you can really hone in and really get them to take that next step okay with display you can even do remarketing so if somebody’s been to your site because they’re aware of your product they’re curious you can cookie them and remarket to them via display so display to me is a good a good channel to use here okay so you have email mobile display you know sem these are all you know good channels to use on the consideration stage especially on search because somebody’s looking for something and they’re aware of your brand then you have the good opportunity to get them to click on your ad especially if you’re offering a promotion and get them to convert the goal here is to increase our engagement so people are aware we’re moving them further along the funnel with email marketing we have the opportunity to promote the product by sending an email directly to our audience so with this stage plan your campaigns around welcoming emails newsletters we can talk about product descriptions add ratings and reviews in the email you know we really just want to encourage people to purchase the product that’s we’re trying to sway them over so email is a good source to allow us to do that so with mobile marketing we can promote the products by sending relevant messages to our target audience display again retargeting because we can retarget an audience that has been to our website already did some research about our brand our product or service and now we’re going to reach back out to them to sway them so remember we want to encourage customers to buy a product by creating detailed articles about the product that always helps and that’s content okay we want to opt for a customer testimonial okay that helps sway people and add some guest blogging okay we can have ambassadors blog on our behalf or we can go out and blog on somebody else’s site okay so blogging works both ways it’s ways of of showing yourself and telling people hey we know you’re looking for this product here’s why you want to choose us okay moving on from the consideration to the purchase stage so they’re aware of you they’re considering you and now we’re on to the purchase stage so the questions we want to really make sure we address here are how are my prices compared to my competitors and is my brand more credible than others okay so they’re considering you but that price point and it may not even be the price it could be the shipping for example the price could be good but the shipping cost could be high so you really want to do some due diligence and research on what your competitors are doing credibility that goes back to the consideration stage and testimonials you want to make sure you have reviews and testimonials to really elevate what you’re trying to tell customers and that that is hey i have a good brand i have a good product i have a good service come buy my stuff come buy my product and service but you really need to support that claim you just can’t go out and say it and so supporting that comes in the form of what other people say and that could be reviews that could be comments on a social media platform it could be you know stars on say yelp or google my business you know make sure you do your due diligence and make sure you get people to you know review you or provide testimonials because people are going to do their due diligence before they purchase especially if it’s on google my business or yelp or trip advisor or whatever it is you’re trying to sell they’re going to be able to see those reviews and so do your due diligence to get the reviews and if it is a negative review hey that’s okay you can’t please everyone you’re gonna get them that’s the world we live in just make sure you show your upper hand and respond even to the negative as well as the positive reviews that you get that actually bodes well to some people because hey it shows that i made a mistake and you’re willing to correct it and so people actually see that that could be the tipping point to getting them to purchase hey look hey this brand really cares because they’re really responding to people they’re not ignoring negativity okay just those small things that can get people to change their mind now with the purchase stage according to e-consultancy 83 of the online audience require encouragement to complete a purchase encouragement what does that mean well it could mean providing a promo giving them that extra incentive you know if you don’t offer promo consider it especially on the email and the example we looked at earlier sending in an email means that if the promo is going to end at midnight send that email out and tell people they have until midnight and if they purchase today you’ll even increase it to 20 percent and email’s a good channel for that mobile can reach a lot of people through sms okay social media reaching people instantaneously and then you know really with the purchase stage it gives pro prospects an offer to help them make that purchase so you have plenty of channels to choose from in fact most of these channels the only one really that doesn’t fit the instantaneous mode is seo but you can really focus on affiliate even though that’s a low priority here you can really you know coordinate with your publishers who especially those publishers that have proven their worth and have sold your products in the past you get them to help promote it and incentivize their audience so let’s move on from the purchase to the purse post purchase stage so this is after somebody purchases okay so some essential questions we want to be able to address here so what additional product could my customer buy now that they’re my customer what else could i sell them what you know without being too pushy could if they buy a coat well a hat work or a pair of gloves or you know blouse you know you want to be able to not push a product on your customer but think about how you can complement that purchases that purchasers or customers product and then how to improve the customer buying experience so again this goes back to you know what we just said about reviews get somebody to offer a review and if they don’t give you a full compliment of five stars they only give you three and a half stars then you know what that’s great feedback because then you can learn from that and then the other question is will the customer refers to others and if so why so that’s definitely something you want to be able to address in the post purchase stage so let’s take a look here so with post purchasing stage you know it’s me emails at the top of this list because if somebody purchases something you can send a nice thank you email because if they purchase they’re giving you their email in return because you’re likely going to be sending them the receipt via email so email to me is a nice channel you send in a nice message even you know social media you know you can thank your community for supporting you on this recent campaign that you ran you know even throw in an extra five or ten percent on a future purchase is a thank you and that’s easily done on social media you know you could even post a blog you know promoting you know the success of a product and then offering a promotion okay so there’s a lot of things you could be doing here on the post purchasing stage so to me even looking at content again you could even you know put a survey together you could even put a survey together for your affiliates okay you could even post a poll on facebook so it’s just working in with these different channels to get some feedback about your product and service so with email mobile you can engage customers with follow-up emails or customer care content you know with mobile if you have somebody’s mobile number hey text them a simple thank you goes a long way you know you can say hey look if you’re satisfied let us know give us a call you can even in the ee mobile text message you can put a link to a survey send emails to active subscribers give rewards for customer feedback so if somebody does provide feedback give them an extra 10 off you know you want to be able to reward loyalty loyalty comes in the form of a partnership if you’re giving somebody discounts and you have a good product or service then they’re going to recognize that they’re going to say hey look i really like this product and they’re giving me 10 i’m going to go ahead and purchase from these guys again so give those discounts to those active customers or on the affiliate network give referral opportunities to your customers so if it’s an affiliate publisher hey if they’re getting people to your site you know reward them or if it’s an email and you put a four to a friend get an extra 10 off it doesn’t hurt because you’re incentivizing people to help you sell your product so with social display and content use those banner ads or use that content that you display on social or the blog you’re gonna write to give customers advice in order to maximize the value of the purchase so again you can use these platforms to also enhance uh what they purchased so hey you just purchased this product thank you very much did you know you could do this this and this with it and so that’s the idea of a post-purchase stage is to maximize these channels to be able to answer those essential questions about what else could they purchase you know do they like how do i get these people to become loyal customers okay so with the first purchase stage if a customer has bought a pair of sports shoes for example running shoes you can recommend cross product sale a cross sale it could be a pair of shorts or a water bottle or an accessory with an exclusive discount so that’s another example what you can do on the post purchase stage so in today’s world everywhere you go it’s all about digital so today this lecture is going to be about all the different marketing channels available piece them together kind of put together a little digital marketing course for you so first off before we get started we’re going to talk about what is digital marketing and really digital marketing covers a lot of areas it’s very broad and really what it refers to just marketing that a company does a person does an individual a group an organization and they do it in the form of an electronic device or with the aid of the internet that’s really what digital marketing is it’s just having something digitally not something tangible like a billboard or newspaper or tv and with that there are lots of places where you can apply digital marketing and so electronic devices we think of mobile devices and so you could certainly use mobile as a form of digital marketing or to help you with your marketing efforts digitally okay you can create apps you can run advertising on mobile you can communicate with different people your target audience via different devices like whatsapp and messaging okay uh there’s also search engines search engines is where a lot of people get their information from at least start to do their research to get information you got social media lots of different social media platforms all the way from you know tweeting to blogging to social sharing to social content okay so a lot of of platforms under the bucket social media you also have traditional forms of digital marketing like email you can use different email platforms to send out emails so lots of different ways to communicate your product your service your message to a large number of people that are really targeted to your efforts how is digital marketing useful well we know provides different metrics why do we know it provides different metrics because it’s all digital okay so anytime you send out an email or post something on facebook you’re going to get data back when you get data back you could take that data to determine how well that post or that email performed and if it didn’t perform up to expectation you can make changes to improve performance that’s called optimization okay so that’s the great thing about digital marketing it’s useful in that we get data in some cases instantaneously and we’re able to make changes in order to optimize that campaign we can also you know provide personalized user experience so meaning if we know who our target audience is on say twitter or linkedin or facebook we can really cater our messaging to that group probably most importantly is that digital marketing compared to traditional forms of marketing allow us to really reach a global audience very easily very easily at a very low cost that’s the key so if i want to target people in india or nepal or pakistan i can certainly do that and i can do that with the snap of a campaign and i get data back and based on the data i can tailor that experience even better really just allows us to really hone in on a particular audience anywhere in the world very quickly so these are just three of the main reasons why digital marketing is useful some other experiences or uses for digital marketing again it provides a cost-effective alternative to traditional marketing so you know for those that are familiar with purchasing advertising on say tv a radio you have to pick a spot you have to pick a program and then pick a time slot associated with that program so somebody’s watching a program and and that program tends to draw on a specific target audience then you want to show your ad around the time when that program is slotted to air on tv because you know you’re likely going to reach your audience however to purchase that time slot could be competitive and could be very costly where there are forms of of advertising and paying for advertising digitally and those forms are cost per click or cost per impression and so using a cost per click or cost compression model allows you to really go head-to-head in kind of an auction style format where you can control how much you pay and potentially get that prime spot in front of your target audience so it really does become cost effective and it allows you to make small investments to get a really substantial return on roi so let’s just say your cost per click is only 10 cents but you’re selling a product for 10 well all you need is one click and one sale to generate a very substantial return on investment and so knowing that you get metrics back on a campaign you could slowly or quickly optimize that campaign towards a very positive roi and then another use for digital marketing just enables targeting users based on their actions and preferences so again we can really hone in on who we want to target it really depends on the platform but if you take google ads for example and you want to target the display network well we know we have demographics we know we have topics we know we have interest we know we have retarget audiences in segment audiences we have age we have gender so you have a lot of options available to choose from to really hone in on who you want to target and we talk about remarketing is another form of digital marketing so you can set up a marketing campaign so if somebody comes to your website and does not purchase the product or service that you’re offering you could take action on that behavior so i can retarget a group of people who didn’t purchase that’s retargeting or you could do it via remarketing and basically that’s the beauty of digital marketing allows you to really target users based on their actions some other uses for digital marketing it helps build brand awareness and reputation of your business so when we say brand awareness if you’re just launching a company and nobody knows who you are if we use google ads as our preferred method of digital marketing and establishing campaigns we can choose that display network that display network on google ads reaches a large amount of people so you can really get your name out there and really target your attended audience and allow that targeted intended audience to really understand who you are because they’re going to see your ad in the form of a banner or in the form of a video or in the form of text and so that’s the beauty of digital marketing you can really reach a lot of people and a lot of people who might be interested in your product or service and then digital marketing provides a platform for you to be interactive with your audience helping you stay relevant and competitive and the best example i can give here is youtube and so youtube’s a really it’s a search engine for videos but it’s a video sharing platform and so if i upload a video then i can entice people to comment on that video or like the video or share the video and i can really interact with that audience by responding to their comments or you know putting together a playlist or giving them more videos okay so i can really interact with my audience and i could do that on multiple platforms not just youtube and video i can blog and and interact based on somebody’s comments i can have a website and have live chat and interact with my audience so there’s lots of different ways to interact with an audience and that’s what digital marketing provides so i already mentioned a few examples based on the uses of digital marketing i mentioned google’s display network i mentioned youtube and blogging and social media platforms like facebook well there are lots of different types of digital marketing channels out there and we’re going to talk about a few of them today we’re going to start with search engine optimization and so search engine optimization as you probably know from the name involves search engine and it involves really making your site relevant in the eyes of that search engine so if you’re in the united states you know that google has a large market share meaning a lot of people use google on a daily basis so we want to make sure we do everything we can to optimize our site in order to make our site relevant for those coveted keywords now why do we want to make ourselves relevant for those coveted keywords that we want to be found for on search well because a lot of people use search and when a lot of people you search and you’re found for those keyword queries then it’s going to increase the flow of organic traffic to your website so the higher you rank in theory the more traffic you’re going to get and so when we talked about optimization okay how do we optimize our site in order to be relevant in the eyes of google well it really comes down to a two-pronged approach you have on-page seo you have off-page seo on-page has everything to do with your website in order to make it relevant off-page has everything to do with your website but not on your website it means that how can we become relevant by linking to other websites for example how can we become relevant by getting our content on other platforms so we become relevant in the eyes of google so that’s off page seo so seo is always going to be two prong what you do on your website and what you do off the website to make sure your website your domain whatever that domain is dot com or dot org is relevant in the eyes of google and so let’s take a look at on page seo first so like i mentioned it involves optimizing your website and when we say optimizing your website there’s a lot of things you can do on your website to make it relevant in the eyes of google and we can look at the content okay we can look at the source code and so there are a lot of different components to be looked at here so you have the header tag you have the meta description you have the alt tag you have how fast your page loads you have internal linking you have a site map you have a lots of different things going on here and so for me one of the first things you should do when you create a page on your website is to make sure the title tag is unique and includes those key words so if we look here at this example the title tag is important because that’s what shows up in search results here you can see the title tag on google is up to 65 characters so you always want to include that keyword in the title tag then you have your url and then you have what you call a meta description so that’s underneath the url underneath the title tag and again this is in search results so organic search results somebody types in a keyword you want to be found and you want your title tag to stick out and you want your meta description to specifically describe what it is you’re offering okay so again if somebody’s looking for stock imagery then you want to make sure that you know that person who’s looking for stock imagery can come to your website and they can in this case search for millions of royalty free stock images photos videos and music and so you want your description to really get that person to click on your listing an organic search that’s the whole point so that’s the point of a title tag and a meta description is you really want to be found for what somebody’s searching for and you want to be able to show them that you have what they’re looking for you have something here underneath your organic search results called site links and site links are just other are links to pages on your website and so unfortunately this is not necessarily in your control this is in the control of google so if google wants to offer up site links underneath your title tag meta description they will add them and it’s based really on the amount of content you have and that goes with site search so you can see also their site search there underneath the meta description all of that is contingent upon your website do you have a lot of content and if you have a lot of relevant content then google will naturally add in site links underneath your organic listing to links to other pages on your site so that’s on page seo and now we’re going to look at off page seo okay so off page seo involves using promotional methods beyond just optimizing your site for example optimizing your title tag amount description might not be enough to get you to rank for that coveted keyword query so we need to do some link building we need to get our name out there on other websites okay so we need to be able to establish some external links or backlinks from high quality relevant sites to our site and it may not just necessarily have to be a link because google recognizes linkless backlinks so just having a reference on a high quality site may be good enough to get you in the eyes of google to become more relevant okay so that’s off page seo in definition so really what we want to do is we want to establish a way to get links from other websites to our own or references on other websites to our website we want to build those links to help us gain in ranking so there’s lots of ways to do that you have social media again you have social content sites like reddit medium quora you have blogging okay there’s lots of ways to establish yourself out there on the internet you just need to make sure they’re quality sites and you need to make sure they’re relevant and so when you do get a link on an external site pointing back to yours you want to make sure it’s a follow so you want to make sure that google knows to follow that link from that site to yours so if you’re out there establishing content on a third-party website or another website and they’re going to link back to you just make sure that it’s a follow do follow not a nofollow okay and i’m gonna show you an example of what that looks like here so if you’re not sure what the difference is here i’m on backlinko.com and really a no follow versus they do follow is simply in the href so in the href if you don’t have anything in there other than the link then the search engines are going to follow that link from that external site to yours and if you have a no follow in that link then the search engines are going to ignore the link so you’re not going to pick up the backlink or external link to your site and that’s simply that site just adding the rel equals nofollow okay so if you see that in the link pointing to your site from that external site then that means you’re not going to get credit for that backlink so you always want to shoot for a do follow link because that means you’re going to get credit for the backlink okay so again do follow links allow searching and crawlers to follow the link and if they can follow it you’re going to get what they call link juice and that’s going to establish some reputation to your domain a nofollow link basically doesn’t allow the search engines to follow that link so it doesn’t pass on the link juice now again search engines like google are smart enough to pick up the association between a website that talks about your website and your website so meaning if you don’t have a link and you don’t have a if you have a nofollow link on that site don’t fret because you know google has come a long way they’re not necessarily focused on links though it does help so for example if you are on a very prominent site and there’s no link then you still may get credit because google does recognize linkless backlinks and that’s what they call a linkless backlink it’s just having a reference on that site but you always want to try and get that follow not the do not follow okay so here you can see an example of off page seo okay like tripadvisor would be a good example a link that redirects from tripadvisor to you know the oprah magazine as an example so the oprah magazine is going to get a back link from tripadvisor to the site so if google crawls tripadvisor then they’re going to be able to see this link and if it’s a follow link they’re going to give the oprah magazine that domain credit from tripadvisor so for seo because there’s a two-pronged approach involved you have on-page and off-page a lot of tools here a lot of tools so let’s take a look at some of these tools we’re gonna look at google keyword planner we’re gonna look at moz ahrefs look at some tools that will help you with both on-page and off-page seo so let’s start with google’s keyword planner so why are we using google’s keyword planner because we want to find keywords okay so we can’t do on-page seo we can’t optimize our title tag and meta description without a good keyword that we want to be found for so what we want to do is we want to go into google ads now that’s a pay-per-click platform okay so if you want to be found via paid search you’re going to use google ads but from an organic search perspective we can use google’s keyword planner so we need a google ads account we have a google ads account then all we need to do is go to tools then we need to go to keyword planner and the keyword planner is a good tool because it allows us to find those coveted keywords so we can discover new keywords and that’s exactly what we’re going to do so for example we’re going to find you know use the keyword mail delivery if we have a business that delivers mails to people what keywords do we want to optimize for so we’re going to be in google ads we’re going to go to tools we’re going to go to keyword planner we’re going to discover new keywords and we’re simply just going to type in a keyword so we’re going to click get results and google’s keyword planner is basically going to give us some information so the keyword we chose was mail delivery and they’re telling us that on average over the last 12 months there’s 22 200 search queries on average over the last 12 months okay so i could see if i click hover over the graph here i’m going to be able to see the average over 12 months okay so here i can see the average over 12 months from july to june 2019 so here what do i want to do i want to look for trends because here i can see the averages go up and down a little bit but 22 200 is the average over 12 months and then google’s keyword planner also tells me how competitive that keyword is so if it’s highly competitive but it’s got a lot of search volume it could be a keyword i may want to cover it but the beauty of the keyword planner is that they also give you other keywords to look at okay so mail delivery service that’s 49 500 okay so here you got some other ones best food delivery service 9 900. again some of these are very competitive but some of them aren’t and so you want to be able to do your due diligence do some analysis and figure out what keywords work best for you that aren’t going to be competitive but at the same time give you some search volume so if you do rank for that keyword you should expect x amount of clicks on that keyword based on the volume so that’s google’s keyword planner alternatively you can use a tool like moz.com so if i log into moz they have a tool called keyword explorer and so here i can just type in that same keyword mail delivery targeting the united states in english and moz is going to give me some information on the keyword so here they’re going to give me a range in terms of the monthly volume and they’re going to give me a difficulty score so they’re going to tell me how difficult this keyword is so out of a score of 100 it’s 53 and they’re going to tell me what my expected click-through rate could be if i’m ranking for that keyword more importantly they’re going to give me some other keyword suggestions just like google’s keyword planner so here i can see prepared mail delivery mail delivery service mail delivery companies so there are a lot of different suggestions of keywords that i can choose from and if we scroll down we could see basically some mansions we could see the analysis who’s ranking for these keywords so we can really get some insight as to who’s ranking how much volume how difficult it is what my estimates could be if i’m ranking et cetera so a lot of information built into moz’s keyword explorer tool so maz’s keyword explorer tool could be a good option for you if you don’t have access to google ads and google’s keyword planner so if you’re working on seo for a website and you curious is about what the off-page seo situation looks like well you can use a tool like ahrefs it’s free tool you can go here if you’re working on a specific domain and you’re focused on off page you could simply type in that domain here and then you can check the backlinks for that domain okay so i’m going to go ahead and type in my my domain and now i’m going to get a sense of what my backlink profile is for my domain so here i can see the number of backlinks the total backlinks and notice 85 of them are do follow links so google is able to recognize those links and then i could see referring domains so i have 124 different domains pointing to my website and so here i can get a snapshot of the top 100 backlinks pointing to my website and so this just gives me a snapshot of what’s going on with my off page seo performance again it’s a free tool it’s good to use because it gives you an idea of what your off-page seo situation looks like okay another tool you could use is pingdom okay you can set up a free trial here it’s good for 14 days and it allows you to you know look at page speed it allows you to monitor the site itself in terms of you know visitors maintenance etc so you can use pingdom as well however it’s only a 14-day free trial but it does give you some good insights into seo now page load time is one of those on-page seo factors and so if you’re doing on-page seo for domain you certainly want to go into google analytics and you want to measure the page load performance of the pages on your website and so here if i go to google analytics and then i go to behavior and i go to site speed and i go to speed suggestions here i can see the pages how many pages i’ve received over a period of time and then the average page load time now if you see the average page load time is slow and in my opinion anything over two to three seconds is going to be slow you need to be able to take action and so the great thing about google analytics the page load time reporting is it actually gives you some suggestions so page speed suggestions so all you need to do is click on the link here in this case this particular link or url on my website it has seven suggestions if i click on that then page speed insights is gonna open up and what’s gonna happen is google analytics slash page speed insights is gonna analyze this page and give me some feedback on how the page is performing not only on desktop but on mobile as well and so here i can see if i analyze this page i can see some of the opportunities to improve the page load time on desktop and again on mobile here so here you can see a lot of the opportunities and a lot of the issues i have that i can address now if you’re going to manage seo for a website then you’re going to need an seo platform so again moz is a good example because we showed you the keyword explorer but they also have many other tools available built right into the platform for example rankings okay you can get crawl information so when the bots crawl aside what kind of errors are coming up here i can get some page optimization so i can choose a keyword and i can choose a page and moz is going to be able to give me feedback to see what more i could do to improve my on-page seo performance okay we mentioned keyword explorer in terms of looking for keywords okay you also have something called link explorer as well so if i go back and choose link explorer from my list here then i’m going to go to a link explorer and i can type in any domain again just like on the h wraps except mods goes a little bit deeper here okay so they’re telling me how many linking domains and what my keywords are ranking okay and then i have some other reports that i can leverage for off-page seo i can look at spam scores for certain websites that are linking to me because you can disavow yourself from us being associated with those sites here you got a link intersect tool so you can compare one domain against another to what links are pointing to that other website so a lot of different reports and tools available to you for off-page seo under moz’s link explorer so moz has a lot of different tools available and again my recommendation if you don’t use moz there’s sem rush there’s bright edge there’s a lot of seo platforms out there to use but if you’re going to focus on seo you are going to need an seo platform now if you have any more questions on seo you feel free to go to simply learn’s youtube account you’ll be able to find a video there for seo tutorial for beginners you know take a look at the video it goes really in depth about everything we just covered about on page and off page seo so take a look at the video and if you have any comments about everything we covered with seo feel free to comment underneath this video here and we’ll be sure to respond accordingly especially if you have any tips and tricks that you do for seo so let’s move from search engine optimization to content marketing and so content marketing is a form of marketing that involves simulating interest in a brand’s products or services by creating and sharing online material so we talk about online material that can come in many forms or assets say some examples are blogs videos infographics case studies white papers ebooks all of this is content generated it’s just in different forms and so you want to be able to take any one of these forms of content and be able to distribute that in some form or fashion okay so for example blog can be part of your website a video could be something you upload to youtube an infographic could be something you actually share on linkedin so all these other assets could be integrated throughout they could be shared or used on your website okay for people to grab and share and use and comment on okay so that’s what content marketing is you need to be able to push out content so that people have a better understanding of your product or service the process of content marketing is you really want to decide what goal you want to achieve with your content marketing campaign you want to define your buyer personas to determine the audience best suited for your content okay so what are you creating who’s it for and then you want to run content on it to determine the best type of content that can be used and when we talk about content audits we’re talking about you know content that’s already been posted are people sharing it are people downloading or people viewing it and so you want to be able to understand over time what people are reacting to so that you can reuse or continue to use that content that seems to resonate with your target audience so you want to choose an appropriate content management system so if it’s a blog you want to use wordpress maybe so you want to start brainstorming for ideas for new content ideas so in my opinion maybe put together a content calendar and jot some ideas on that content calendar then you want to settle on a particular type of content you want to create and then you want to be able to publish and manage your content so some top popular tools used for content marketing you have buffer you have buzzsumo followerwonk hootsuite so let’s go ahead and take a look at an example of a content marketing management system and we’re gonna use wordpress and so if we go into wordpress here on the backend we’re logging a login and so the reason why we use wordpress is because we can post blogs so in wordpress if i go to post here i’m going to be able to see all the different posts that have been posted over a period of time and the great thing about wordpress is you can optimize it for seo so if i go in here and look at this recent blog post that has been posted i can go ahead and edit it and when i edit it okay i’m going to be able to look at this blog post in a visual format and i can also look at it in html form so notice i the great thing about wordpress is i can use imagery i can insert videos i can insert infographics i can attach a white paper case study to it and then again we have something called yoast seo plugin so we’ve installed a plugin here so that’ll help us with optimizing that particular blog post for that particular keyword we’re trying to target and so here you can see our focus keyword is remarketing and retargeting okay so we

have that in the title tag okay we also want to make sure it’s in the meta description and so here we have an internal link we have it in the introduction okay we have it you know spread throughout the content so yoast does a good job of allowing us to make sure we’re integrating that keyword into our blog post but the key to blog posting is we want to again follow the process we want to be able to choose content for our intended audience in this case with a blog post we can ride up to you know 500 to 3 000 keywords and the whole point is we’re trying to introduce our audience to a particular topic that resonates with our product or service and so that’s the great thing about blogging that’s the great thing about wordpress is that you know very easy to use uh you can integrate it with seo you obviously have commenting you have different plugins that you can add in there uh very easy to edit and so a lot you can do here with wordpress and blogging so another example of content marketing is video so with video you have the ability to upload this video to popular video sites like youtube or video and you can optimize that particular video with title tags and and hashtags and descriptions and you could see the interaction here so you can see how many views how many likes shares the ability to share the ability people for saving it and there’s just a lot of interactivity when you have video you can also use video as i mentioned on your blogging platform if it’s wordpress you can also use video and social media platforms like twitter linkedin and facebook so video is a very popular form of content marketing lots of good video tools out there to create a video a high quality video is what you want to put your product and service in the best forefront okay so that people can react they can share they can comment they can follow they can like okay so that’s what you want to do is think about video because video is very versatile and powerful in terms of getting your message out there so let’s move from content marketing to social media marketing and social media marketing really involves creating content if it’s that blog if it’s that video that you created for content marketing and really using different platforms to increase your visibility whether that be traffic whether it be engagement whether it be brand awareness or any other marketing goals that you have that’s what social media is good for because social media will take that content take what you’re trying to get out there and really allow you to hone your marketing goals against that okay so if it’s facebook and you got some videos that you want to post up there okay what’s your goal is your goal to then post the video to get traffic to your website or to build brand awareness or to just get people to react by sharing or liking and so that’s what social media is good for it’s really good for taking content and really distributing it to your target audience okay so uh sharing content allows you to you know generate user generated content or it allows you to create interactive content and again you can use infographics or you can apply content with imagery or post videos or do things that are interactive like polling and contest so a lot of flexibility in terms of the content that you could share on social media and so you want to establish a process for social media marketing so this is the digital marketing course of it so you want to be able to have a process and you want to be able to set up goals that you want to achieve with your social media campaign because just posting content for content sake is really not going to generate anything for you so you want to set up those goals ahead of time then you want to understand what content would be best suited for your target audience so if our goal is to generate brand awareness then maybe an infographic is what we want to do okay maybe that’s the best choice of asset for our target audience based on the platform with social media we also want to research what the competition is and find out what works for them so it’s very easy to do on social so if you already have a competitor on facebook you can always go to your competitors website and you can always see you know what they’re posting and what kind of reaction engagement they’re getting for a particular post so it doesn’t help before you go live to do some due diligence about your competition you can also conduct a social media audit again what we mean by audio just like on the content side we want to be able to see what’s worked and what’s not worked in the past and with digital marketing recall you can get instant metrics back so if you posted something last year and you’re thinking about posting it again you probably want to do an audit to see over the past year what posts have worked and have not worked for you then you want to pick and choose the social media channels or platforms and to find a strategy for each of them because if you have a video then the video may work on say youtube or instagram but may not necessarily work for linkedin and twitter and so you want to be able to pick and choose the asset the strategy and align it with the appropriate platform then you want to take inspiration from case studies and other famous brands so again continue to learn i mean that’s the beauty of social media marketing most big companies medium-sized companies even smaller companies that have performed well are out on social media so take a look at some other companies that inspire you or some other companies in your industry or even again your competitors and see what they’re doing and what they’re posting and what kind of engagement they’re getting so you should always you know be able to seek out what others are doing on social and to me this is important create a social media content calendar and this isn’t necessarily the very end of the process this goes back to the beginning of the process so when you’re establishing goals and you’re establishing what kind of type of content you want to use that should all be part of a social media content calendar and i’m going to show you an example of one here shortly and then again you want to be able to test evaluate and adjust your strategy because again you’re getting metrics and if you post a video on facebook and it’s taking off then meaning in terms of likes and shares you probably want to consider maybe doing another one that complements that so here’s a broad example of a content calendar again it’s in a spreadsheet again by no means there’s one size fits all but just to give you an idea if we’re blogging what we want to do is we want to pick our target audience maybe that be country or particular demographic and you want to come up with some topics ahead of time here and you want to maybe put the status up there of you know it’s just a draft or an idea when it actually does go live you want to turn it on live you want to pick your date add some comments okay create your content and you know what’s good about a content calendar is you can also work in seo so you can assign keywords and then you could add those keywords to moz for ranking uh you can create your title and meta description then you can carry that content forward and choose a particular social media platform to post to so that’s the beauty of a social or excuse me a content calendar is it allows you to think about things up front and then prepare the content accordingly so you can optimize it for organic search and post it on social media for off page seo and for social media marketing and so you just want to get organized ahead of time using a spreadsheet in this case google sheets to lay out the topics ahead of time so you can write the content for your intended audience that to me is the way to go now remember there’s lots of different forms of content that you can use with social media marketing here we have video so you can see this video can be posted on youtube or linkedin or wherever and the whole point is you want to be able to measure engagement here you can see this is just an image it’s just a file and this has been posted on facebook so here we can see many likes and comments and then shares and so you want to be able to leverage different forms and different assets across social media to see actually what works and what doesn’t work and again look at what other companies have done whether they be competitors or not see what type of assets they’re posting and what’s working for them now when it comes to social media marketing there are lots of tools available okay you got buffer hootsuite sprinkler post planner later sprout social i mean the list of social media marketing tools is endless and just like seo you will need a platform to work with so with seo we showed you moz as the seo platform with social we’re going to show you sprout social because with sprout social if you have a content calendar if you have a lot of different assets you want to be able to organize those assets and content across multiple channels and the great thing about using a social media calendar is yes you can publish and organize your post accordingly you also have most social media platform tools have listening so you can listen in on keywords and audiences different brands and industries and conversations that are being had about a specific topic okay and again most social media platforms if not all have reporting and so this is important because you can actually see you know what how your post or different assets are performing in terms of engagement and so to me that’s important if you’re going to focus on social media as a platform as a channel you want to have a social media platform tool that will help you organize your content publish it accordingly listen in and and get that report to help you figure out what’s engaging and what’s not engaging again so that you can you know react to the content that you’re using and sharing so that’s sprout social as an example but you will need a social media platform now the other benefit to social media is in some cases you can actually pay to have your post out there and so for example on facebook we could set up a paid campaign to target our intended audience and so with facebook facebook owns instagram so you have the ability to really put your content out in front of your target audience on facebook and instagram and so what you need to do is go to facebook ads manager and simply just create an account or campaign um you want to be able to create a campaign and by creating a campaign that means you’re going to have to go through a particular process here so if we first we want to do is choose our objective okay so you always want to have an objective for your campaign so is it going to be brand awareness is it going to be to drive you know traffic is it going to be to drive conversions so you want to choose a goal or objective if you’re advertising really on any platform then you want to be able to choose your audience so who are we trying to target so with facebook you know you can target any specific age gender demographic based on interest and behavior so you can choose specific placements and you can assign a budget okay and then on the ad side you have different types of ads that you can use you can do single image or video you can do a carousel okay meaning you can rotate different images as a collage or different videos as a collage and again you can choose exactly where you want your ad to be shown for example desktop or mobile news feed facebook in-stream video you got instagram feed you got even messenger so you have a lot of options available to you on where your ad or video is going to be shown and then you can support that with a headline description and you can send that traffic back to your website you can even test call to action buttons okay so you can pan your ad with a call to action button and so you can do a lot here this is just facebook you can really do a lot of specific targeting now with facebook advertising it’s a cost per click model so anytime somebody does click on that ad you’re going to pay but it allows you to really get your content out there in front of your intended audience if you’re not doing it organically meaning you’re not posting on facebook on a regular basis or maybe you want to supplement those organic posts then doing this is a good way to really get your brand out there if it’s awareness if it’s to drive traffic or to convert facebook is a good option linkedin twitter all these social media platforms offer that up that option up to do paid advertising now if you want more information about social media we have a great video on youtube already how to start social media marketing it really goes into the details about organic social and what i just covered with paid social specifically on facebook so take a look at that video and again if i missed anything on the social media side feel free to comment or add in your best practice whether that be part of the process or a different platform that you use for social media okay let’s switch to our next digital marketing channel and search engine marketing so search engine marketing is an advertising model that is good for driving traffic to your site because you’re paying each time someone clicks on your advertisement now how is that an equal trade well because you can advertise on channels like or search engines like google or bing or adroll which has a a big network that includes google you can actually pay your way to the top of search engine rankings and so if you’re at the top for paid search and somebody searches something like uh shoes or something to that effect your ad can appear at the very top even above local search even above organic search and so the visibility is there it’s a good way for you to then get that traffic that that you you covet for certain keywords and because you’re getting traffic or have the potential to get traffic you’re going to pay each time somebody clicks on these ads so you have multiple choices on the type of asset you want to use including text image video etc so there’s more to it than just google bing ad role i mean you have linkedin you have twitter you have facebook you have lots of different ways to advertise and get your ad in a more prominent position you just have to pay for it and i just showed you that under social media marketing facebook you can create an ad have your ad targeting your audience and in return you’re going to pay facebook works the same way for most of these networks okay so when you actually set up a campaign like anything you do when you set up a campaign you want to determine the goal you want to achieve for the campaign you want to do that up front especially when you’re talking about pain per click if you’re paying per click then you definitely want to make sure you determine what your goals are so you can measure them accordingly then you want to choose in this case a relevant list of keywords you could do it for your brand meaning you could choose your own brand keywords you could choose keywords related to what your brand is trying to offer whether that be a service or product and once you choose a relevant list of keywords you can finalize those keywords and then bid on them so once you start bidding on them then what you’re going to do is align those keywords with a headline so it’s all done within the framework of any platform you’re advertising on really the key here that i want to really emphasize is when you establish a campaign or set up a campaign you need to establish what the goal is because when you actually choose your keywords and write your ads and launch the campaign and start paying google or bing or whomever it is you’re advertising with you want to be able to measure those goals so that’s really the important part here because regardless of where you advertise you’re going to be able to monitor campaign results and so with google you can even import conversions into the campaign so for example if i go to google ads for example if i go to tools okay you can see i’m running campaigns what am i trying to accomplish with these campaigns well in this case i’m trying to get donations people click on donations so i can go to tools click conversions and then i can see what conversions are added to my account and that way i can measure my campaigns against these conversions okay if i don’t see a conversion error i can certainly create one or import it from in this case google analytics so that’s the important thing you want to be able to measure your campaigns with your conversions and then just as important you want to be able to optimize your campaign because if it’s not performing if you’re running a campaign you’re running up costs and you’re not getting conversions you’re probably not going to be continuing to run those campaigns so you want to optimize your campaign and retarget potential customers so retargeting is always a good option retargeting is targeting someone who that went to your website and basically acted in a certain way meaning they went to a certain page or abandoned the card or actually purchased or downloaded something okay you define what action you want that audience to take in order to retarget to them okay so the whole point is you can configure your retargeting campaign based on certain behavior on your website and the whole point there retargeting is you’re pulling people back to your website so in addition to optimizing you know search campaigns you can one of the benefits of search engine marketing is you can run retargeting campaigns so here’s an example of an ad okay so here you could see it’s a good ad in the sense that it’s using everything available to it so for example here i could see three headlines so google in this example allows you to add in three headlines so here you can see simply learn official site get certified get ahead then you can see simplylearn.com so they’re taking advantage of three headlines and then here you can see two description lines and so each description line you can have up to 90 characters and so you want to be able to take advantage of what google gives you the more information you can add the better well here you can see some other types of ads here you can see a banner ad for slack okay here you can see betterment.com running an ad okay so this looks like an ad that is on youtube so because you can see after a few seconds you can skip the ad okay so here’s a video ad here’s an image ad here’s a text ad so depending on what platform you advertise on you have an option on what type of asset you want to use you know the one thing i like about facebook is they offer up a multitude of options in terms of assets so you can run a single image ad you can run a carousel meaning you get a multiple images you can run a video you can run a combination video image you can obviously run text okay with a thumbnail so you have a lot of options in terms of the type of ad you can run so before we move into our next channel let me just show you an example of you know how an ad actually looks on a particular website so here you can see i’m on buzzfeednews.com okay here you can see uh volkswagen golf is running an advertisement in spanish on this particular site so they’re either using google or some other platform and having that platform if it’s google post their ad on this particular site so here you can see it’s a banner ad and if we’re in google ads and you’re setting up a text ad let me just run through you with the text that it looks like remember you want to always take advantage of what’s offered to you because especially text ads you have very few characters and with very few characters it’s hard to get your message across so with google you have your final url which is where people are going to go to after they click on your ad but you have one not one not two but three headlines that you can take advantage of so we’re talking about help and child hunger help today you know you can always add in visit our website for more info i mean you want to take advantage of what’s available to you now again here you can see in this example i’m only allotted 30 characters and so if you go over then your ads not going to get approved so you really have to be cognizant of the character counts and getting your point across because writing text ads is not the easiest thing to do when you’re limited to characters now with google you have what they call display path so after the domain you can add in a couple of keywords in there and then you have description line one and description line two so again take advantage of what’s available if you’re not sure what copy to write grab some from the website and paste it in there you want your ads to be healthy and to have as much information as possible and then the one thing i will say about google ads is they also have extensions so extensions are exactly that they’re extensions to your text ad so here you can see i have four extensions these are actually site links so google ads offers up something called ad extensions so it could be call outs site links could be location extensions app extensions they have a number of different extensions that they can append to your ad so take advantage of that as well remember the whole point of ads is to make a compelling case for your product or service so that somebody can click on the ad and go to your website and then perform the action you want them to perform now if you have any more questions about google ads feel free to check out our in-depth video about google ads it covers everything a to z on google ads you know we also have videos on our simply learn youtube playlist for facebook uh twitter social media marketing so if you’re curious to know a little bit more about search engine marketing you know check out any one of these videos that we have listed on our youtube channel okay so let’s move over to affiliate marketing now and so with affiliate marketing really it’s interesting and unique and that affiliate marketing involves paying out commissions and who are you paying commissions to while you’re paying commissions to website owners or publishers or people who have websites with lots of content or people who have websites that attract a lot of users and so the whole point is you want to be able to find those websites to advertise your product or service okay these people who are selling your product or service on your behalf are going to get commissioned or incentivized based on whatever action you put out there so it could be registrations just getting your affiliates to help you with getting people registered or signing up for your email or you know for a lot of you conversions you’re trying to sell a product so you want help in selling that product or it could be subscriptions okay signing up to something okay so you determine what it is you want to incentivize your affiliates for you also determine how much you’re going to incentivize them and that’s the great thing about affiliate marketing it’s it’s no different than having a sales team um to support you what are the steps for affiliate marketing well you need to find a platform there are lots of different affiliate platforms out there you know commission junction or cj.com comes to mind because these platforms are going to help you find these affiliates or partners okay so they’re the broker and all this and so once you set up your platform you’re going to establish rules guidelines post images and banners and assets for those affiliates to use on their websites and more importantly again you’re going to establish the commission so the commission doesn’t have to be the same for all affiliates it could simply be you know your top affiliates get a higher commission as opposed to just some other affiliates who get a starting commission you establish everything on the platform the affiliate platform that you choose now affiliates apply to advertise on your behalf so they’re gonna say hey i’m interested in selling your product or service so you’re going to use that platform if it’s commission junction to approve or disapprove the re affiliates request to advertise on your behalf and really what you want to try and do is leverage the platform as best as you can a lot of these affiliates are out to make money and some of them are really good you need to be able to choose the affiliate that is going to represent your brand product or service the best so it’s simple customer clicks on an ad or link okay on that affiliate website and they go to your website and they perform an action so that could be a purchase a registration a subscription a download an email sign up you determine that and the great thing is these affiliate networks the cj’s commission junctions of the world will record everything they’re tracking not only traffic from the affiliate website to your website but they’re also tracking the conversions the transaction is validated and credited to the affiliate by the broker and then the affiliate has paid his or her commission so that’s how it works so the more the affiliate sells or converts on your behalf the more they’re going to make and that’s the beauty of the affiliate network so here’s an example of affiliate marketing okay here you can see uh an advertisement here okay so you can see profit from our experience earn up to 12 advertising fees with a trusted e-commerce list leader so somebody clicks on that link joins and then this person is going to get a commission based on somebody joining for free again i mentioned commission junction there are also some other affiliate marketing tools out there uh amazon associates a win trade doubler max bounty i mean there’s there’s there’s a lot out there cj.com is the one i’ve used in the past but you know give some of these other platforms a chance okay it doesn’t hurt to even be on multiple platforms you have nothing to lose okay when you’re on a platform basically the platform again is acting as the middle person they’re introducing you to affiliates and so every time you actually pay an affiliate a commission they’re going to get their cut of it so they’re going to get a small percentage as well so just keep that in mind but you know give it a try try one or two of these affiliates if you find you’re getting quality affiliates that are selling your product or service great if you don’t then you know feel free to change you know affiliate networks it’s that simple but the key here is find the affiliates you think are going to best represent your brand product or service because those affiliates are likely going to be the ones to convert for you and if your small business starting out and you need some help affiliate marketing is the way to go okay let’s move over to native advertising okay so native advertising so negative advertisements means that your ad is showing up next to content that basically naturally fits so these are advertisers that are featured on a platform alongside the content okay that isn’t paid for okay so for example here you can see a paid post okay this is by spotify okay this paid post okay was on buzzfeed this particular post was probably on a news article related to music because they’re talking about your bands that probably won’t exist without led zeppelin okay so for spotify you’re using native advertising allows them to put their ad next to content related to their ad here you can see another buzzfeed article okay 11 great amazon deals that will be music to your ears if you’re an audiophile here you can see an advertisement next to the article so you can see the ad about led zeppelin and here you can see the actual article is about music so the whole point about native advertising is making sure there’s a connection between the ad and the article so spotify is advertising okay their product and service on an article on buzzfeed which happens to be about music so a good example we used buzzfeed just a second ago so if we go to buzzfeed here you can see i’m on tv and movies and here you can see got an ad here if we scroll down uh keep scrolling down we can see another ad here for hbo and so this ad makes sense because it’s placed on tvs and movies so people who go and read the content are going to see an ad related to that content so that’s generally what native advertising is you need to be able to be able to place the ad on the right pages okay so you’re going to need it and network for that so we talked about paid search advertising we talked about google ads so google ads has the ability to place your ad natively on particular pages that are relevant to that ad so that’s really what native advertising is all about making sure that your ad is placed next to content that’s naturally relevant so if you need more information about affiliate marketing feel free to visit simplylearn’s youtube channel we have a nice uh in-depth video about affiliate marketing to get more information about the platforms how it works and all the tips and best practices about how to run a successful affiliate marketing campaign so let’s turn our attention to email marketing now so email marketing very traditional form of digital marketing it’s been around the longest it’s kind of the grandfather of all digital marketing channels so email marketing really is used to personalize emails in order to convert that recipient or that perspective user into a customer and so like all the other digital marketing channels we want to follow some type of flow or process or methodology and the first step in email marketing is you have to identify your target audience okay when you identify your target audience you’re going to create a segment okay so in other words you don’t want to send one email to everyone because not everyone is going to be interested in that email so in order to get somebody interested you need to be able to send an email tailored to that audience okay so that audience can respond and react accordingly so once you target that audience and create segments email segments you’re going to create the campaign and set up an appropriate call to action one note here is when you create the campaign and set up that appropriate call to action that call to action is going to be aligned with your goal so what is the goal of the email campaign is it simply to get people to click on something and purchase or is it simply to get people to click on something and sign up or watch something or submit some information or download or whatever the case you need to establish that up front just like you would with a search engine marketing campaign or any other type of campaign you want to run so there are lots of tools out there just like with affiliate marketing you want to choose an appropriate email marketing tool there are plenty to be had each work in a very similar nature some offer different pricing models meaning you know you can send an email to x recipients for flat fee or you pay a small amount per email address each one is slightly different in terms of how they price but in terms of the features they all work in a very similar fashion and we’re going to show you an example of one here shortly so when you choose that email marketing tool you’re going to test your emails before you send them out and then when you test your emails you’re going to use that email marketing tool to actually send the campaign after it’s been tested okay so you want to send the campaign you can immediately send them out or you can schedule them now a best practice with an email is when you actually send one out you’re sending an email out to your target audience you want to create probably two emails per segment audience why because you want to add an attractive subject line and copy to the email but if you send two emails to the same target audience then you want to test the subject lines you want to be able to see what subject lines going to entice somebody to open the email okay that’s the beauty of email marketing is you can do that okay so you can set up your a design based on your target audience but it’s always the subject line that people see first so you want to write an attractive subject line and copy that’s going to entice somebody to open the email so why not send two emails to each target audience that way you can see what email subject line works best so that’s the whole idea about performing a b test to test out different ideas it doesn’t necessarily have to be a subject line it can be the same subject line two emails but the difference being the body of the email it’s totally up to you but the idea here is to always split out your emails per target audience and just like any other channel whether it be affiliate or search engine marketing organic search you want to analyze performance and in the case of emails it’s always about open rates how many people are opening then how many people are clicking and then how many people are actually responding are they converting or downloading or whatever it is you want them to do you need to be able to monitor the behavior because for example if your open rates don’t work or they’re low then you know something’s wrong with your subject line so you want to be able to make an adjustment so here’s an example of an email from airbnb it’s a simple email okay they’re just simply trying to get somebody to click on that call to action to take the survey okay that’s really all it’s about here with this particular email so who’s their target audience well their target audience could be somebody who’s already stayed at a airbnb property or it could be somebody who used the app probably airbnb has already targeted this audience and they’re sending this survey to a particular audience so that they can get the best results okay so that’s a good example of a targeted email with a good call to action that’s getting somebody to take the survey so they’re probably measuring how many people opened it how many people clicked on the cta the call to action and then how many people actually filled out the survey so you need to follow each step and track each step accordingly okay so again some popular tools used in email marketing let’s take a look at mailchimp here uh but i will mention like marcato is a good marketing automation tool now owned by adobe marketo allows you to send those drip campaigns so if somebody doesn’t purchase right away you can send up follow-up emails like say one day out or seven days out or 14 days out so hubspot works in a very similar fashion you want to be able to methodically plan out your emails that’s the point i’m trying to make here so let’s take a look at mailchimp so if we go over into mailchimp a very easy interface okay here if we go under audience we can actually see who our audience is and we can break out our audience into different groups you can have a simple test list you can have people who purchase people who subscribe to something okay so you can break out your audience into different groups okay when it comes to campaigns you can see campaigns that are already been built or you can create your own campaign okay so in the case of mailchimp we can actually see what campaigns have been dropped or sent out already and then we can see the opens the clicks and then the conversions so mailchimp has some nice reporting so you want to be able to measure the reports or how well the campaign performed so here we could see specifically how many people open clicked how many people bounced or email addresses bounced and how many people unsubscribed from the list and here we can see you know the top links that have been clicked okay the subscribers with the most opens did anybody perform any social media activity okay what locations open the email okay so you can actually see a lot of good information here right in mailchimp and you want to be able to react to the emails you send out so if an email is not performing okay you want to learn from that so you don’t make the same mistake again great thing i like about mailchimp too they have a lot of nice templates to use so if you’re trying to create a template here you got some templates that you can leverage so that’s mailchimp kind of in a nutshell mailchimp you could pay upfront buy credits and with those credits you could send out emails to a number of people okay so that’s how mailchimp works they do have a free trial so you can set up an account using the free trial now if you need any more information about mailchimp for email marketing in general take a look at the email marketing webinar we have set up on our simply learn youtube account now let’s finish up with online pr press releases so we talked about seo and social and search and affiliate and email marketing and content native advertising let’s talk about online pr here because with online pr it really does involve working with digital publications or blogs or other content related websites for example content related websites could be newspaper digital newspaper sites like the new york times okay the whole point of online pr is you want to try and get some publicity on those on those websites publicity means awareness for the brand it means traffic to the website and eventually some loyalty future customers and conversions channels that can be used to maximize your online pr efforts for example you can connect with reporters on social media to develop a relationship so you can just follow some reporters see if they’re covering specific industries or verticals and if they are similar to what you’re offering then it’s probably a good idea to reach out to them you can use engaging user reviews to help humanize your brand or you can respond to comments that help generate productive conversations so those are all certain things you can do to generate awareness and buzz for your brand so really the one thing i want to point out about online pr is basically you can also hire a pr firm and they can do some of the heavy lifting for you or like i said you can reach out to different reporters or different influencers even to help push your product or brand now if you’re trying to go at it alone on the online pr what you could do if you don’t reach out to reporters or influencers or you’re active in trying to build your brand through a conversation you can always use a third party service like pr.com so pr.com allows you to you know basically create your own profile you know submit content to your own profile or even submit press releases if you submit press releases then other news agencies are going to pick up on those press releases so it’s a good way to get your press releases out there likes of yahoo and google might pick up those press releases and give you some you know much needed visibility you can also use other tools like you know pr newswire for example so it works in a very similar way again it’s a press release distribution network so you can go ahead and sign up for an account get that press release out there and they do the distribution for you or you can also use aggregation sites so there are lots of different aggregate sites out there and so what aggregate websites do is they help disseminate and distribute your content so here you can see some of the new aggregator websites of 2019 you got feedly panda tech mimi metacritic e science news the morning news so you have a lot of options available to get your content out there okay so what these sites do is basically pick up articles that fit their website fit their theme fit their target audience so you do have options in the form of third-party tools as well okay so if you don’t hire a pr firm which could be expensive you can certainly go at it alone by signing up for any one of these particular products or services today we’re going to talk about digital marketing tools so fasten your seat belts and let’s get started so what we’re going to do is we’re going to take a look at some of the best digital marketing tools for not only 2019 but ones that have performed well in the past that are popular and ones that we foresee as being the go-to tools for the future so past present and future digital marketing tools is the way to look at this uh with a good focus on a lot of different marketing channels here so we’re going to focus first on seo talk about some of the tools related to on page and off page we’re going to switch over to paid search talk a little bit about paid search tools we’re going to talk about email marketing and some of the email marketing platforms and the tools within those platforms the center of it all is web analytics so google analytics is the tool we’ll be taking a closer look at in today’s webinar and all that it has to offer okay affiliate marketing we’ll talk about some of the tools available to you and for affiliate marketing we’d be remiss we didn’t talk about social media and all that it has to offer and all the metrics and tools available all the platforms available so we’ll hone in on a couple of examples there and then we’ll also talk about some competition tools available for you so there’s a whole suite of tools the one caveat being hey if you have your favorite tool continue using it in fact if there’s a tool that we didn’t mention in today’s webinar feel free to mention it in the comment box below this video we’d love to hear what you’re using to manage your particular digital marketing channel okay and so the goal for today’s webinar is hey we hope you get something out of this in terms of using new tools there’s some tools that i use some tools that my colleagues use everybody uses different tools so it’ll be good to kind of see what else is out there so if you have something to share share it by all means what we’re trying to do is share what we think are you know best practices and some of the most popular or most used tools out there in the industry so that’s what we’re going to do the goal is to get you to better understand some of the tools we’re using a little bit more detail and what we’re going to do is start out with search engine optimization okay so search engine optimization or organic search we have a mixture of paid and free so there’s a lot of different platforms but if you’re focusing on seo you certainly need to use an seo platform so there’s sem rush okay you also have google search console which is free so if you don’t have a seo platform you definitely need to be using google search console and so we’ll take a closer look at that there’s google keyword planner which is actually situated under google ads and so if you’re running google campaigns on google search network or even the display network you have access to a great tool called keyword planner and if you know anything about seo you’ll know that using google’s keyword planner is a good tool so we’ll take a look at that moz is a freemium tool meaning they have a free trial that you can sign up for to test drive it but it’s another seo platform and it does cost money got a great tool in screaming frog that’s a paid version again not too expensive we’ll talk a little bit more about that and then we have you know a tool in ahrefs that help us with all aspects of seo primarily focusing on off page so these are just some examples that we’re going to hone in on but this is just a small subset of what really is available out there in the market so let’s go ahead and dive a little bit deeper and understand why we use some of these tools well the first reason when we talk about seo is to find relevant keywords not only do we want to find relevant keywords we want to find relevant keywords with high volume and low competition okay we wouldn’t want to find non-relevant keywords with high competition low volume that wouldn’t make sense so we need a tool to kind of help us put it all together and so the tool of choice for us is google’s keyword planner and google’s keyword planner helps us hone in on keywords we may be interested in optimizing for because not only one are they relevant but two they’re going to have high volume and low competition so let’s take a look at an example in google’s keyword planner so here i am i’m in google’s keyword planner and as i mentioned before google’s keyword planner is situated under google ads okay so you have to have a google ads account to use google’s keyword planner and so when you’re in google ads you simply go to tools and then under tools you’re going to select keyword planner so what we want to do is look for keywords we’re focusing on organic search not necessarily paid search so organic search we want to hone in on some keywords so let’s just use one of the examples that google has given us here meal delivery so we’re going to just type in mail delivery and get some results so notice i can enter a domain as a filter and so in other words hey i could say look hone in on keywords related to this website if i wanted to but i’m asking google hey just give me something closely related to mail delivery because that’s my business so i’m going to click click get results notice i can add another key to it if i wanted to but i’m just going to stick with one keyword but there are certainly other keywords that i can certainly hone in on if mail delivery is my business and so let’s just hone in on that one keyword mail delivery we want to be found organically for that keyword so what google keyword planner does is not only give us the keyword and other keywords relevant to that but it gives us the average monthly search volumes and this is an average over the course of the last 12 months and notice here i get a column for competition so i’m able to see whether that’s a very competitive keyword or not and then just to give you an extra edge when you’re choosing keywords you can get a sense of what the keyword may cost if you wanted to bid on that for paid search so for mail delivery i can see it’s anywhere between 7.46 and at the top of the page high range 16.61 so that should alert me to the fact that hey if i’m gonna try and optimize for this keyword i know it’s competitive because not only google is telling me it’s competitive by telling me high competition but i know that the cost per click seems a little bit high and what is a little bit high well you know i can see some other keywords here that you know a dollar to three dollars okay i could see some other ones that are even lower than the seven dollars they’re suggesting so that’s a indication that the keyword is highly competitive so the idea here using google’s keyword planner is one we want to get an idea of what other keywords are out there that are relevant so it helps stimulate some ideas for relevancy two we can get an average monthly search volume so we want to know on average over the past 12 months how many search queries i can expect from this keyword and then three i can get a sense of the competition how competitive is this keyword so if i try to optimize for this keyword and i want to rank for it organically is it competitive if it’s competitive then it’s probably going to take me a bit longer to be found for this keyword on page one of google so that’s the whole idea behind google’s keyword planner and note that you could change some of the settings here so if you want to choose a different language okay you can hone in on a longer shorter period of time you can even choose a specific location so i chose texas i can certainly choose the entire united states to get a sense of what the volume would be for the total us so you have settings that you can change and manipulate to get you the data you need to choose keywords so that’s the whole idea behind google’s keyword planner to find relevant keywords high volume low competition now alternatively i can certainly use another tool to find keywords so i have a moz account so i logged into moz and moz has a tool called keyword explorer so if i use that same keyword i used in google’s keyword planner mail delivery i’m going to ask moz to give me some data on that keyword so this is for the entire united states and again i can change that if i wanted to okay so i can hone in on a specific country or different country so what moz is telling me hey for this keyword in the entire united states i’m looking at anywhere from eleven and a half thousand to thirty thousand on monthly volume now what moz does is they give you a difficulty score so a difficulty score is a score between one and one hundred and so i could see this is pretty much right down the middle in terms of difficulty okay so if it’s zero it’s an easy keyword if it’s if it’s a hundred it’s very difficult and then that means you have a lot of competitors who are optimizing for this keyword that are ranking for this keyword and so moz gives us the volume they give us the competition and they just like google’s keyword planner gives us some other keywords that we can potentially hone in on so here i could see keyword delivery plans delivery services etc so i can see a lot more suggestions than what’s listed here so moz delivers a bunch of other analysis related to the keyword you know they also give you some good keyword suggestions so moz is a good alternative tool and we’ll be coming back to moz related to seo for some other of its features but for now if you don’t want to necessarily use google’s keyword planner because maybe you’re not running google ads you can always use mazda remember moz has basically a freemium version meaning you can sign up for a free account and you can sign up for a free account as a test trial and you can test it for a period of days and leverage its tools during that free trial to get a better sense of how these tools work so we want to be able to use mods we want to be able to use google’s keyword planner not only to search for all those relevant keywords available to you but we want to be able to choose keywords with high volume and low difficulty low competition we also want to select primary and second keywords wisely so remember when you optimize you’re optimizing a page for more than one keyword so you want to be able to have a nice portfolio of diverse relevant keywords with high search volume and low difficulty and then you want to be able to identify those keywords that your competitors are ranking for so moz gives you that information and so we want to be able to leverage the tools available to us to choose the right keywords so if you need any more information on this we got a nice webinar on keyword research for seo so take a look at that video on youtube and to get more specific details about using seo tools for keyword research and all about keyword research in general for seo so let’s talk about some other reasons under seo what we would use some of these tools available to us well we want to be able to understand the search engines and how they crawl and index our site okay we also want to check the correct format of the site map and we want to monitor backlinks okay we also want to analyze linking to our web page okay which ones are good which ones are not good okay we also want to perform some competitor analysis so these are some of the reasons why other than keyword research why would we use some of these seo tools so we have tools available to us some majestic hrefs again moz let’s take a look at google search console and i want to hone in on google search console because it is free and it’s a must if you’re going to work on seo you need to be working in google search console and so the whole key behind google search console is you have a website and you need to get that site verified once it’s verified when school can recognize that you are associated with this website then you’re going to be able to see some important information so here i’m looking at a website and what am i looking at i’m looking at something called coverage under index so what does coverage mean well going back to what we just said we want to be able to understand how google’s crawling and indexing our pages and so what google does is through this platform search console is they’re letting us know once they go to our website and start crawling it and they pull these pages back to their server they’re letting us know if we actually have any issues so here i could see i have some issues with 112 pages and some of those issues are listed down here so there could be a crawl issue a 4 4 you know redirect okay so you could see there’s some five unique issues across 112 pages so here i can see submitted url marked no index there’s a hundred of those pages we have some redirect errors there’s seven pages that you know fall victim to this error and so we can really hone in on what the error is and address the error okay so if google’s telling us hey this is an issue and you want that page indexed by google then we should probably address the error and so that’s the great thing here about going into google search console is you can under index go to coverage and get a sense of what google is indexing and what they’re not indexing okay so these are the errors i could see they’ve certainly were able to crawl and index 9115 pages they were able to crawl okay and they excluded 54 000 plus pages and then we also have some pages with some warnings so this is kind of an overview of what google sees when they crawl our site so when they say crawl they’re coming to our site they’re following links on the site and every link they follow they’re either going to index that page or they’re going to report to you an error an issue that they found if we want these pages indexed we need to address the issues the errors and so that’s the beauty of this report here is google is telling us firsthand what the issues are so we also want to take a look at the sitemap so you have an opportunity to submit a sitemap and a sitemap is just a formatted file that includes all your website urls and so you’re going to have this file sitting in your root directory and you’re probably going to call it or should call it sitemap.xml xml being the format so once you have this file you’re just going to let google know that that file exists so you’re going to enter in the sitemap url so if it’s in the root directory all you’re going to do is type in sitemap.xml and click submit so once you’ve done it just like this site is done what google’s going to do is say hey look we see you’ve submitted this and we last read it a couple days ago and we could see that we discovered 1419 urls so i can go back under coverage and i can see some of the issues that they found but if i go back under site maps i can see that these are the urls they discovered via the sitemap and so the whole point of a sitemap is we want to be able to get and push the urls to google not have google come to our site and discover them so this is a quicker faster more efficient way to communicate with google all the urls that you have on your site that you want google to index and so that’s the beauty of search console now while we’re in search console we might as well take a look at some of the other features it has and so one of the most important features under search console is this mobile usability report so google is a staunch believer in mobile first so nowadays most people start and finish a lot of their searches a lot of their behavior on mobile so they begin it on mobile and they may end it on mobile so if they don’t end it on mobile then you know perhaps they’ll go into a store or perhaps they’ll go via desktop but google is a staunch believer and definitely a lot of what’s going on today starts with mobile so they want you to understand how your site fares via mobile and when i say fares via mobile is it mobile friendly is it responsive is it loading quick enough you know is it formatted to google standards and so if there are any issues google’s going to let you know what those issues are so here i could see google’s recognized 206 pages before different issues okay so here i can see what those issues are just like the coverage issues we can see specifically what they are and so here i can see for 206 pages text too small to read click elements too close together the viewport not set to device width and then content wider than the screen so there’s 10 pages that fit under this error and if i actually click on it the error i can see what those 10 pages are and so when we’re done we can actually when we address the issues we can actually have google validate whether the fix has been made so you can definitely use this as a means of communicating directly with google telling google look i see what the issues are i’m going to fix them and then i want you to validate them okay so this is important because if you can communicate with google and let them know hey we do recognize the errors we are fixing the errors please validate them you know it’s going to draw google’s attention google’s going to validate them and get these pages indexed quicker so if you ignore the issues and the errors especially for mobile then you stand the chance of your pages not getting indexed so the mobile usability report to me is an important report because we want to better understand whether google’s picking up issues on mobile and if they are we want to address them get google valid them so google can index them quicker now there’s another report that is of interest to you or may be of interest to you in google search console and that’s the links report so the links report in google search console shows us what pages have the most links okay so here we can see the home page has 26 000 plus links if we hone in on interior pages we can see the links to those pages okay so we can get a sense of what are the top link pages from external links meaning links on other websites pointing to these pages i can also see internal links so google is recognizing links from within my website from one page to another so external links internal links both factors for seo when ranking so then i can see top linking sites what sites are linking to my site and then i can see top linking text so google search console has given me kind of an overview of what my leaking structure looks like okay so externally i want links from other websites pointing to various pages on my site and i certainly want my pages linking to one another on my site and so i’d be able to better understand what that structure looks like using google search consoles links report okay there’s one more report that i think’s of interest in google search console and that’s the performance report so the performance report is a report that actually you can link up with google analytics so you can see the same report and analytics if you’re able to link up google search console with analytics and you should be able to do that all you need to do is make sure you use the same email address that you use for analytics and search console so it needs to be the same email address you could certainly link up the two and have this data imported into google analytics so what is this data that we’re talking about well it’s called performance so what we can actually see is the queries the actual queries people are typing in to google so when they’re typing them into google we can actually see how many impressions the keyword queries received and how many clicks the keyword queries received and then i can see click-through rate and average position okay so here i can see for this particular keyword on the first line i could see over the course of the last three months it received 209 297 impressions so what does that mean that means this keyword was used at le or typed in as a query at least that many times and that’s how many times my listing appeared in the google search results pages based on this particular query and so as a result of somebody typing in this query 209 000 plus times this site received 120 000 plus clicks so to get a sense of the click-through rate all you would need to do and google can obviously do this for you is you would simply just divide the 209 000 297 into the 120 000 397 okay so that’s really going to give you that’s going to give you a click-through rate and the click-through rate in this case is 57 so over half of the clicks occur when this listing appears for this keyword okay so we can get a sense of the click-through rate for each one okay and you could simply just use the filtering here now we can also see average position okay so we could see a little bit more than that too we can go from queries to pages we can go from pages to countries so we get a sense of how many impressions and clicks i’m receiving by country and importantly we can see by device so here i can see a majority of the people who conduct a search related to my website primarily do it on desktop now i mentioned the beauty of the google search console performance report is that you can link it up to google analytics and when you do that all you need to do then is go to acquisition google search console and then from there you can choose landing pages countries devices or queries so i can see the same data that i see in search console but this time i’m looking at it in google analytics and so here i can see what my search queries are my clicks my impressions my click-to-rate bike search query and then the average position so that’s the great thing about that performance report is that when i link up google search console with analytics i’m able to see that data in analytics so that’s an added bonus so to speak now let’s talk about some other reasons why we’re going to use these seo tools available to us and so we already listed a number of different reasons ranging from sitemaps to keyword research but we also want to hone in on you know what domains are driving links to our site so i showed you an example in search console we also want to hey maybe identify and disavow poor backlinks so search console is a great tool for that because if we don’t want to be associated with a particular website we can certainly disavow that link we could track a number of follow and no follow links okay we could track our website’s rankings we can measure click-through rates and impressions just as we did with search console we could track keyword ranking for desktop mobile cross locations just as we just did with the search console performance report we can identify top performing gaining and losing keywords again the performance report so we could certainly look at the google search console report but if you have a platform like moz you can certainly also look at a lot of that data available so for example rankings so if you have a moz account

we can certainly go into rankings okay and we can see for the keywords that we’ve chosen that we want to optimize for we could certainly see where they rank the great thing about moz is it’s a great tool not only for rankings and on page optimization but for off page optimization as well so if i go ahead and take a look at a domain for example i’m just going to type in this domain i’m going to be able to get what they call a domain authority so a score out of 1 in 100 i’m able to see how authoritative my domain is and how authoritative a domain is is based on the quality of links pointing to it so moz gives me some good insights as to how many linking domains how many inbound links i have ranking keywords and it goes into detail as well so here if i click on the linking domains i’m going to be actually able to see the actual domains pointing to my site as an external link and not only can i see the domains i can actually see the domain authority of those domains so if there’s a domain for example that doesn’t have a good domain authority and the site appears a bit scammy per se then we can disavow that so i can certainly look at all the domains that are linking to me and then i can highlight the ones that have poor domain authority what mazd even takes it a step further they also give me a spam score so moz is able to measure how spammy a website is so if i have a combination of say a low domain authority and a high spam score then i probably want to disavow myself from that site and so i can use this report here you can see here as i keep going down for example i could see this particular website has a domain authority of 26 and it has a spam score of 16 so not a good combination this should alert me to the fact that hey this particular site because it has so many links pointing to me or it has at least one link pointing to me that i probably want to disavow myself because it’s probably hurting my own domain authority so that’s the great thing about this linking domains report is i’m able to hone in on not only who’s link linking to me meaning domain but how many linking domains does that domain have what’s the spam score of that domain what’s the domain authority of that domain and then i could get into a little bit more detail and actually see you know all the links pointing to that domain so it really goes into detail about backlinks domain authority spam etc everything you need to use in order to measure off page seo so that’s the great thing about moz is they have not only on-page seo tools but off-page seo tools and moz is a freemium so to speak so here you can see if you just go to moz.com free dash seo tools you’ll be able to use some of these tools available to you not just for seo but also for local seo as well so here you like some of these tools you can start your free 30-day trial so i use and lean on moz a lot for all that it has to offer from choosing keywords to rankings report to checking issues on my website to even checking who’s linking to me so this fits in the mold with everything i need to do for seo so in addition to that keyword research video you could certainly lean on some other webinars that we’ve done in the past on seo so we’ve done a webinar on seo tools and we’ve also done a webinar on seo tips and tricks so if you want any more information about the tools we covered or seo in general take a look at those two videos and check them out and that should kind of complement what we talked about with using some of the tools google’s keyword planner uh moz and google search console okay let’s switch over to email marketing tools and so with email marketing tools we have a lot available to us in the form of reporting in the form of platforms in the form of you know tools that really help us go from a to z on our email choosing you know what email to send out to creating a list to measuring how the email campaign went and so we could start with mailchimp because mailchimp’s a freemium version when we say freemium meaning they have a free trial available then you’re expected to upgrade but you know mailchimp to me is a tool i use i like the interface very easy for beginners so we’re going to take a look at mailchimp but there are certainly many others available you know marcato is a good tool you know marketo is a good tool because if you have a business and you’re trying to funnel people through your pipeline so to speak meaning they sign up as a lead and you want to nurture that lead from the beginning to the end meaning at the end they’re actually going to turn around and purchase well marketo is a good tool for you to use because you can then set up trip campaigns or also known as email campaigns you know so that you’re talking and communicating with that particular prospect through every point in the funnel so that’s the great thing about marketo it has drip campaigns available along with some other features there’s hubspot a very powerful tool it does a lot from creating landing pages to a b testing to social to you know email so this is another freemium tool that you could use you have another freemium and send in blue email platform and then you also have convertkit another email platform there’s more dimension that we can’t even fit on this screen now if you have a favorite email marketing tool that you use constant contact vertical response there are plenty out there emma you know feel free to to note that in the comment section below this video i’m curious as to how many people actually use you know different tools because there are so literally so many email marketing tools out there why because email marketing has been around probably the longest amongst all the other digital marketing channels and a lot of people use email on a daily basis so it’s no wonder why there’s just so many tools available and so with these tools you can certainly send bulk emails now in the case of marketo you could send emails to a segmented audience and so that’s actually what you want to do as a strategy is always send emails to a segmented audience you know you want to use a tool where you’re going to be able to create campaigns then send those campaigns to again segmented contacts and then be able to design your email around that particular audience so you know you have a good tool when you can do that when you can really segment for your audience okay you want to be able to use a tool that’s going to be able to segment your users you know use transactional emails meaning hey look if somebody go ahead went ahead and purchased can you follow up with an email and creating workflows just like i mentioned with marketo you want a workflow set up where hey if somebody does this you’re sending email b etc so you want an email marketing tool that’s flexible enough to handle what your business strategy and goals are okay so you want to be able to also use a tool that you know has various email templates available okay you don’t want to be stuck with just a vanilla template again you want to be able to customize an email for your audience you want to be able to manage your list appropriately meaning if you have 10 000 users or emails in a list you want to be able to manage them accordingly you know break them up or or have sub lists so to speak and then most importantly you want to make sure you have a platform that not only does its tracking on its own but will give you some detailed insights meaning you know what percentage of users opened your email what percentage of recipients clicked on your email what links do they click on you know which which emails bounce so you want some detailed insights right in the platform that you’re using it just makes it more simpler and easier and more effective to manage you certainly want to create those smart automated campaigns meaning you don’t even have to send out the email and then you want to be able to have some flexibility to set up email delivery based on a specific time of day so these tools also allow you to you segment contacts based on geolocation you want to be able to use a tool that allows for multi-variant testing again you want to analyze performance and optimize campaigns you want to trigger automatic responses somebody purchases something are you using a tool that will automatically send that email out so these are all the reasons why you would use an email marketing tool so let’s dive in and take a look at an example and we’re going to use mailchimp as our example today so let’s dive in and take a look at mailchimp so with mailchimp once you log in you know you’re going to be able to see some historical campaigns that you’ve sent out or you’re going to be able to create your own campaign and so this is kind of under campaigns you can kind of see an overview of the ones you’ve sent out or if they’re in draft mode you’ll be able to see they’re in draft mode so you can go ahead and edit them so here we have one that was set up on august 26th and it’s still in draft mode so we can go ahead and edit that so if we just click edit you know we have the flexibility to you know pick and choose who we’re sending this to who it’s from what the subject line is and then we can certainly design the email so if we click design email again this is important because with email marketing you want to be able to cater your email to your intended audience so if you’re selling men’s shoes your audience should be men okay so you don’t want men to receive an email about women’s shoes it sounds like it’s common sense but the point being you want to be able to use an email platform that’s going to be able to allow you to put two and two together the message and the design with the intended audience and so here you can see mailchimp allows us to do that okay you can see some of the layouts here okay you also have themes that you could choose from okay you could search for different themes or you can even just code your own so you can just paste your code in or you can import it so mailchimp allows that flexibility you’re not stuck with one of their templates and so if we go back to the dashboard the one thing i like about mailchimp though is the reporting okay so yes it is easy to choose a template and map that template to your audience but i really like the reports that they have to offer so you know here you can see there’s some lists that we’ve sent to and we choose one of our audience list then we can see some really detailed reporting here and so here i could see this email that was sent out in june i could see it was sent to 95 000 plus subscribers okay of the subscribers i saw 2000 plus open it and 157 clicks so i can view this report in more detail just by clicking on view report so again we want an email platform that’s going to be able to give us some detailed information about how that email campaign performed and so i can get down really to the nitty gritty i can actually see you know on the content what was clicked and what wasn’t clicked so here i sent two different subject lines so i’m able to compare the two against one another okay so i can really go into detail about one of them here so if i click view report i can specifically see what the average for this list is so here i’m able to compare against the list average and it’s 16 i only had an open rate of 2.5 percent so the industry average is 18 and so here i’m able to see the list average for the click rate and the industry average for the click rate as well so then i can see some specifics about it how many people unsubscribed then i could see a graph i could see the top links that were clicked okay the top subscribers with the most opens i can link social to it if i want to and then i can see geographic information so the point being is mailchimp really goes into some nice detail here about the email campaigns and how they performed so the great thing is too with the mailchimp you could link it with a google analytics you can link it with e-commerce okay so if you have an email and you’re you’re selling products and somebody purchased that product mailchimp is able to integrate in with your shopping commerce platform for example woocommerce so if somebody did purchase you can send out that thank you email mailchimp even goes a step further and if somebody did click on a link go to your shopping cart add something to the shopping cart and then abandon the cart you know mailchimp allows you the opportunity to retarget them via email so mailchimp is flexible and that’s what you want in a email marketing platform you want something that’s flexible that you can cater to your audience you can manage your audience list and you can get detailed reporting on your different campaigns for that audience so that’s mailchimp and summary and so most email platforms do a lot of similar features or have some similar features but that’s what you ideally want to look for in an email marketing platform so here’s a tool that doesn’t get talked about enough when it comes to email marketing and that’s google’s url builder and the reason why we’re going to talk about this tool today is because most people in the us use google analytics as their web analytics tool and the one thing about google analytics is it allows you to track different campaigns so if you’re doing pay-per-click campaigns outside of google you can certainly track the performance right in google analytics and email is no different so if you’re using google analytics and you’re sending out an email let’s just say on mailchimp or any other email marketing platform you want to be able to append your links with what we call utm tracking so for example if i have a url that says visit florida and i’m going to send out an email i have up to five parameters that i can use okay so here’s my email or url that i’m using in the email so i have up to five parameters that i can use to track this particular email so let’s go through some of those parameters so the first one is campaign source so what’s the source of the campaign well we could certainly identify mail champion for using mailchimp as the source now the the thing about the url builders you always want to use lowercase because google analytics is case sensitive so as a rule of thumb just stick with a lowercase so our source is going to be mailchimp because that’s the platform we’re using if you’re using you know constant contact or vertical response or you know some of these other one convertkit then go ahead and put in that platform as the source now for the medium which is the means in which we’re driving traffic to the site let’s go ahead and put in email because that’s what we’re using to drive traffic to this particular page now what’s the campaign name well we’re in summer so we’re going to call this the summer promo so their summer promo here is visit florida beaches okay so we’re going to send this email out to the masses and particularly not only the masses but the masses in the north because we’re going to say hey look come to florida for the summer come visit our beaches that’s the point of the campaign so that’s what we’re going to use for the campaign name is whatever the campaign is it’s a summer promo now notice i got an asterisk next to these particular parameters so google’s asking us hey these are mandatory so go ahead and put something in there now for campaign term and campaign content we could certainly leave them blank because they’re not mandatory but since we’re talking about email i would certainly recommend that you use the campaign content parameter and why do i say that because if we’re sending an email out to say you have 10 000 recipients i want to be able to split out the email into two segments one segment that’s gonna get subject line one and one segment that’s gonna get subject line two so in this case i’m gonna put whatever subject line one is in the campaign content field so now i have four parameters and once i’ve entered in my variables in those parameter fields i now have a revised or appended url so my original url was visit florida.com ian-us florida-beaches.html my original url i’ve now appended that with some utm parameters and now i see my original url appended with the utm parameters based on those variables so i can copy it just by clicking the copy url i can go to my browser i can paste that url in there and i want to check to see if it works so here i could see this particular page loaded florida beaches with my utm parameters appended to the url so that’s for the first subject line that’s for the audience that’s going to get the first subject line i want to do another one for the second subject line so now i’m going to change my campaign content parameter to subject line underscore 2. i’m going to copy that url i’m going to check it okay so i can see that the page loads with those utm parameters and so now what am i going to do i’m going to use the first url and the second url in my email okay so any link that i have in this case i’m using subject line two so for the email with the second subject line going to that segmented audience this is the link i’m going to use in the email so if you have one or two or three links in the email this is the url you’re going to use because when somebody clicks on that link you’re going to be able to see that that click in google analytics so if i jump over to google analytics after i send out my email i’m going to go to acquisition i’m going to go to campaigns i’m going to go to all campaigns now based on the variables i put into my parameters meaning source medium campaign name content or term that’s what i’m going to look for in google analytics so we could start with source and medium so if i click on source and medium as my primary dimension here i can see mailchimp and the actual date was used as part of the variable for for source and then i will can i see the medium being email so now i can see for this email that was sent out in mailchimp in may i could see how many users how many sessions and more importantly how many conversions so we could certainly hone in on that particular email if we wanted to if we choose some of the other parameters available to us so here i could see the campaign name okay so i could see exactly what campaign what source what email drove in traffic and conversions and if i’m doing subject line testing i can choose content as my parameter so here i’m going to change it to content and now i can see the subject lines in this case if i go back to my source medium i’m going to be able to see what subject lines from my emails generated the most traffic and not only the most traffic but also conversions so that’s the whole point behind using the url builder again you’re taking a url that you’re going to use in email and then you’re going to pan that url with different parameters campaign source campaign medium campaign name and then optionally campaign content or campaign term okay once you’ve entered variables into those parameters you’re going to get an appended url which you can then use in your email so when the email gets sent you’re going to go back over to google analytics and you’re going to look at the results of that campaign of that source of that medium of that content i.e subject line and so that’s why the url builders so important because mailchimp gives us some good insight as to how the email performed in terms of open and click rates but what we really want to see is how that campaign performed once it drove traffic to my website so that’s the whole idea behind the url builder if you’re using google analytics you’ll be able to use the url builder with whatever email platform you’re using so let’s move on to web analytics tools and this is an important section because web analytics tools kind of the central focal point of all digital marketing and it starts really with google analytics google analytics is a freemium meaning that they have a free version that you can use there is also a paid version of google analytics but given the advent of google its popularity especially in the united states a majority of users are using the free version of google analytics so it’s a very popular tool especially for marketers but there are also other tools available so it’s not just google so we have adobe analytics which is also freemium you have kiss metrics you have spring metrics you have youtube analytics which is part of google but youtube has its own separate analytics insights so a lot of these as you can see are free to use they’re available no reason why you should not be using an analytics tool to measure your marketing campaigns or website behavior and why would we want to use these tools again well again we want to really measure behavior we want to measure what’s going on with our website so we want to be able to identify the location of where our website visitors are coming from and a lot of these analytics tools use ip address to identify the location of a website visitor so if you’re trying to target a specific country then you want to be able to see that the visitors to your website are coming from that specific country or location we also want to measure the engagement of our website behavior so we get traffic to the website what are they doing how long are they staying what pages are they visiting so this is the overall nature of really why we want to use web analytics to measure how successful our website is at treating our website visitors with the same courtesy you would if you had a brick and mortar store somebody comes into your store you want them to find what they’re looking for quickly you want them to be happy with their experience you certainly want them to pay for the products very quickly and easily and efficiently and you want them to come back and that’s no different than a website so we want our website to perform in a manner that’s going to suit our audience and that’s why we want to track engagement so why else well we want to really look at who’s coming are they returning visitors or new visitors you know ideally you want a nice mix between 50 new and 50 returning because you know returning visitors are loyal there’s some loyalty to that they already know your brand they’re coming back to your website new visitors are curious and you want new visitors because that means more traffic so you want a nice balance between that analytics tools will help you measure that you want to be able to measure organic traffic whether you like it or not whether you know it or not but google and other search engines are indexing your pages and your pages are being found via the search engines and so you want to be able to measure how much traffic you’re actually generating from those search engines we talked about this with email marketing utm tracking so if you set up email campaigns or non google campaigns you want to use utm tracking and google analytics and other analytics tools but specifically google analytics will help you see the results of your campaigns if they’re tracked with utm tracking so that’s another good reason why to use a web analytics tool probably most importantly amongst all these bullet points is our goals our website conversions we want to be able to see how much traffic is coming to our website and not only the engagement of the traffic but how much of that traffic is actually doing what we want them to do i.e are they converting and we want to optimize our sites and channels performance so the whole idea of collecting all this information is that you can turn around and improve performance so if your bounce rate is high well how do you lower bounce rate well we need to do something about that and analytics tools will help us identify what’s not working from our site perspective and from a channel perspective and we can take action to improve performance so that’s the whole idea behind optimizing our site’s performance so let’s jump into google analytics and let’s take a look at everything we just talked about in those bullet points so about improving website performance measuring engagement looking at our goals and conversions measuring campaigns with utm tracking all those good things that we can get in a good analytics tool so adobe mix panel spring metrics you know they all work in a similar fashion in that they’re really measuring website behavior and so if we’re in google analytics really what we’re doing is we’re measuring the performance of our website broken down into four components audience acquisition behavior and conversions so what do we want to do we want to look into each one of these sections so let’s start with audience and so audience and google analytics tells us who is coming to our website now they’re not going to specifically tell us hey rob sanders came to your website but they are going to say that somebody from san francisco california came to the website and these are the pages they looked at and this is the language and they came from this device and they’re a returning user so they’re painting a picture for you okay so they’re not giving you a list of names that would not be legal but they are providing you with a good picture of who is coming and when i say picture we have to paint that picture and so if we look at say demographics for example and i got a demographics overview here’s a picture i’m painting well i can see that 25 to 34 year olds are the majority of the age group that is coming to my website okay i can see on the gender side of it i can see that 63 of my traffic and again this is year to date that i’m looking at is coming to my website so two-thirds of my traffic is female one-third male and they’re between the ages of 25 and 34. so i’m painting a picture about you know gender and age coming to my website well i can also look at geo so where specifically might these people be coming from so if i go to location under geo i’m going to be able to see a breakdown of country or i can even hone it down to city or specific location and here i can see united states is the primary driver but not by much so we have 16 almost 17 percent from the us and then 16 from argentina 13 from mexico 10 from india so we have a nice mix of traffic from different locations in the world coming to our website so that’s geo but more importantly let’s take a look at mobile so if we go to mobile overview how are people coming to our website are they on a desktop or laptop are they using their mobile device are they using a tablet and so google analytics breaks it down very nice for you and so we could see percentages and actual numbers by device category and so in this case i can see year to date i can see 62 are coming from desktop 35 are coming from mobile and so that’s important because most people start their journey from mobile and that is growing and that’s going to continue to grow so you want to keep an eye on mobile so to me this is one of the more important reports under audience because people who come from mobile have a different not only experience because the website should be responsive to the mobile device but their mindset is going to be different they’re actively looking for something they’re probably going to either then follow up on their desktop or follow up in person at your store or they’re probably looking for directions or they may just call you so the experience is a lot different on mobile so we want to hone in on the growth of mobile okay so to me this is one of the more important reports in google analytics especially under audience so let’s move on to acquisition so acquisition reporting tells us how the traffic was driven to the website so if audience tells us who is coming to the website acquisition tells us how that traffic got to the website and so really what you want to do is get a sense of what channels what marketing channels are driving traffic so remember we talked about organic search well those search engines are indexing your pages well how much of that traffic from the search engines is actually coming to your site and i’m a believer in if organic search is the primary driver of traffic then you have a pretty healthy website because that means the search engines are indexing your pages people are searching for something related to your business you’re being found you’re getting clicked and that represents a majority of the traffic so that’s always a good thing so here we could see it broken down by channel if i go to all traffic channels report i can see in my dimension that organic search represents 72 percent of my traffic and this is year to date then i can see paid search then i can see direct which means somebody went directly to the site i could see referral email social then i could see more paid search broken out so these are the different marketing channels now analytics allows you to look at a specific source and medium so the source would be the actual website or search engine and the medium would differentiate how that traffic actually got to the site so if we’re talking about a search engine did they come to the site via paid search or did they come to the site via organic search and so all we need to do is change our primary dimension from default channel grouping to source and medium and we can see specifically the breakout of the different sources and mediums driving traffic to the site so here i can see google organic at 71 and then google cpc or cost per click at 15 16 of our traffic so then i can look down i can see email in here being organic i could see some referring sites i could see some social in terms of mobile facebook okay so we could see a mix of the different sources and mediums driving traffic to the site okay so you don’t always have to look at channel per se you can look at it via source and medium and if you’re running google ads under acquisition analytics has a whole section of google ads reporting so if you’re running campaigns on google ads remember we looked at the keyword planner in google ads so if you’re running campaigns on google ads you can certainly see the performance of those campaigns just by clicking on campaigns we can also see campaigns other campaigns that we’re running so remember that utm tracking that we set up for email well we want to be able to track the performance of email and any other non-google campaign with utm tracking so when we do that we’ll be able to go to campaigns all campaigns and we’ll be able to see the campaign performance if we look at source and medium we’ll be able to see what campaigns drove traffic to the website so here i can see vertical response email as a driver of traffic so that’s the campaign reporting and then also if you have search consoles so we looked at search console earlier we talked about seo tools well remember i said you can link up search console with google analytics well here’s search console and we could see queries devices landing pages countries so all the performance metrics that we could see in search console because we have it linked up with analytics we can see it right here so this gives us a nice snapshot of what keywords are driving traffic to the site organically i could see the impressions i could see the clicks then i could see the click-through rate and then the average position so in theory the higher something ranks the more traffic you’re going to get so that’s the idea behind it we want to make sure that we’re ranking for our coveted keywords and if we are we want to be able to measure how many times our listing was seen and how many times it was clicked so that’s the great thing about you know google they have a family of products and those products tend to talk to one another in the form of google search console and google ads you can connect them directly to google analytics so let’s move from acquisition to behavior so here in behavior we have a number of different reports so behavior tells us once the traffic actually arrived at the website how are they behaving and so really what i would do is from there go to site content all pages and so this gives us an idea of how many pages were actually viewed so site content all pages tells us what page and how many times it was viewed during a period of time and again we’re looking at year to date so i can see engagement related metrics associated with the page so this particular page here on line one i could see how many pages unique pages which is equal to sessions so i could have a session come to the website and look at a page multiple times in that session i could see the average time the person has spent on a page and i can also see the bounce rate so a bounce rate indicates that they arrived on the page and didn’t go any further they left the website from that page that they arrived on and so i can also see percentage of exits meaning what page did people exit the site from so these are all engagement related metrics so here is where i want to react and optimize my website performance so i if i see a page not performing well meaning it has a high bounce rate or maybe load time on page then i’m probably going to optimize it meaning test it or change it to improve performance so these are all pages but i could certainly look at landing pages okay so landing pages tells us the behavior of the page when somebody landed on it so a landing page means that somebody came from organic search or paid search or another channel landed on this page so here i could see this particular page on line one had 4970 sessions okay and i can also see the performance of that page so measuring engagements against pages is definitely important because page isn’t performing in terms of bounce rate or time on page then we want to be able to make changes to that page to improve performance okay there are some other great reports under behavior so we want to go to site speed we want to look at how fast or how slow our pages load so this is important from an seo perspective because if a page isn’t loading very fast then chances of it getting ranked in google are not very good so google’s organic search basically takes page load time seriously so if a page doesn’t load very fast then we need to be able to fix it so we can go to page timings i can get a good sense of the average page load time of a particular page and what google does here is under speed suggestions they actually will give me some ideas and speed suggestions on how to address a page that’s loading very slow and so when we load up the speed suggestions report what google does is say hey we know that this page is loading very slow the average page load time is 15 seconds here’s some suggestions we’re going to give you seven suggestions so if you click on that what’s actually going to happen is you’re going to go to another tool called page speed insights and page speed insights is analyzing the page as you can see here and when it’s done analyzing the page it’s going to give you some feedback on how to improve page load performance not only for desktop but for mobile so here i can see if i scroll down this is desktop and these are some of the opportunities that i can address when trying to improve the page load time of that particular page so here i could see there’s some server response time issues image sizes probably need to be resized i can remove unused css okay so there are a lot of different things i can do to improve the page load time on this particular page okay this is for desktop i can also see mobile so mobile a lot of the same issues so if we address these these opportunities then we could see a lift and page load time we see lift and page load time we’re going to probably see a lift in organic rankings or even user engagement because if a page takes a long time to load a user is probably not going to stay on that page very long so to me site speed is an important report under behavior now one more report here that i want to point out under behavior is events and to me events are important so if you’re trying to measure engagement on your website you need to make sure you have event tracking set up and when we talk about event tracking we’re talking about measuring things that analytics doesn’t measure by default so if you have a button on your website if you have a pdf download if you have a submit button on a form submission if you have a subscribe button if you have a video if you have an external link anything that is going to trigger engagement on your website you need to measure with event tracking and event tracking is simply set up by breaking out the event into a category an action and a label and so here we could see for our particular website we have categories already set up for event tracking so here for example i can see on line six video i can see how many people actually watched our video okay so here’s the action video start okay so over this period of time i could see i had 49 unique events 50 total so that’s how many people actually watched the video and you can always report to label and that’ll tell you what page people watched in this case the video so event tracking is important because we want to be able to measure engagement so if you go to events under behavior and you don’t see any events listed you probably need to get that set up and that is set up through google tag manager so what you want to do is you want to be able to set up your events through google tag manager which is another google platform but you certainly want to do that so that’s where you set up your events when you set up your events for your website with a category an action and label you’ll be able to measure those events in analytics under behavior under events and the important thing here is you’ll be able to measure engagement so i’ll be able to see how many people came to the site and how many people clicked on a button downloaded a pdf uh submitted a form played a video did whatever we wanted them to do so events are important so let’s move from behavior to conversions and this is important because we want to be able to measure conversions on a website so analytics has four types of conversions so if i go to admin down at the bottom and then i go to goals i could see that i have four different types of goals that i can use now right now i have event related goals set up for the website for this particular website so we just talked about event tracking so if you’re measuring a button click on your website you can certainly turn that into a goal and so all you need to do is tell analytics hey this is the particular category this is the particular action so for example if i click on this particular goal and take a look at it i can see that we have a category set up that anything that resembles donate now okay or donate go ahead and fire this event as a conversion okay so event is one type of goal another type of goal is destination so if somebody goes to a specific page like a confirmation page we can turn that into a goal so here i can see if somebody goes to donation dash confirmation then analytics is going to fire that goal as a conversion and we’re going to see a conversion against a different metric or different dimension like channel or audience okay so destination is the second type of goal the third type of goal is duration so how long did somebody stay on my website so in this example if they stayed at least one minute and 30 seconds or more then analytics is going to count that as a goal conversion okay so duration is the third type and then the fourth type is pages per session okay so if i look at this example here if a user came to my website and looked at more than three pages in that particular session then analytics is going to fire a goal conversion so four types of goals you don’t have to set up all four different types my recommendation is at least have one goal set up if you’re not sure what goal to set up then at least set up a duration or pages per session okay so at least you can measure how long somebody stays on your website or how many pages they went to okay so when you actually do have these goals set up you can go back into conversions we can go back into goals we can go back into overview and we can measure our goal completions over this period of time so here i could see 313 goal completions total with a goal conversion rate of 1.88 and then i could see it broken down by gold type so remember the only goals i have available and set up are event related goals so 69 newsletter signups 156 donate click buttons i have 32 contact form submissions 37 email click completions and then 11 phone number click completions so i can measure engagement as a goal and so goals generally are important to the business so you want to make sure that if you have a goal for your website then you want to be able to set that up as a goal in google analytics so that way when you’re looking at example channels if i go back to my channels report i can then measure channel by goal conversion so these are all goals but if i want to look at for example how many people from organic search clicked on the donate now button i could see that i could see year to date 10 887 users which meant 11 000 sessions 76 clicked on that donate now button and that comes out to 0.65 conversion rate okay so that’s important so you want to be able to measure any dimension whether that be channel source medium keyword campaign mobile device could be demographic gender or age you want to be able to measure any dimension against the goals you have set up so you can measure performance and that also includes pages or landing pages as well so that’s a quick overview of what you can expect to see in google analytics again audience acquisition behavior and conversions so a lot of data in google analytics but you want to be able to take advantage of the data in order to improve website performance now let’s jump over to youtube analytics because if you have videos on youtube if you have a channel set up some playlists you’ll be able to get some really good insights as to how your video is performing and so here i could see i’m in youtube all i did was i went to my account then i went to the baited the studio version of youtube and then from there i went to analytics so my account youtube studio analytics and analytics here is going to give me all sorts of information about my videos okay so here i could see over the last 28 days my videos produced over 8 600 views my watch time in minutes totaled over 17 000 and i’ve netted 48 subscribers and this is an overall okay so i can actually see when i publish videos and i can see the date they were published and here i’m looking at you know total views over this particular date range i can also see specifics on a particular video so i could see the top video in terms of minutes here i could see this particular video had 602 minutes over the last 28 days so here i could see views on a particular video so this is just an overview i could certainly look at some other information if i click on reach viewers i could see the total impression so how many times my video was viewed or how many people looked at it okay and then the click-through rate so here i could see the different traffic sources so 29 came externally okay here i could see 25 came within youtube itself i could see how many times a video was viewed and played via playlist via suggested video so i could see different ways in which the traffic found my video and actually watched it here i could see externally how people were able to find my videos and i could see 46 percent found it via google search see some lots of information here about sources of traffic how the traffic got to these videos so i could see then once the traffic found my videos how many times they actually saw it and viewed it and then watched it so that’s how many times i was able to reach viewers via different sources and then their reaction to that how many times they saw it and watched it here i can click on interest viewers so again i could see the top videos in terms of watch time i could see the top playlist so here i could see my partners playlist was the top playlist so i can see some interest here in terms of average view duration and then here we have build an audience so we can look at specific audiences if we have them built in youtube to see how many people actually watch my videos so here i can see 88 of the people who watched my videos over the last 28 days were not even subscribed so that tells me a lot of people are finding my videos spending some time watching them they’re not subscribed so we’re trying to get them to subscribe to our channel so they can watch more so a lot of information here in youtube itself about how our videos performed again this is good insight because ideally what you want to do is you really want to take a look at a specific video see how it’s performing so if i just click on one particular video i can actually see the audience retention over the course of the video itself i could see the ways in which people found the video okay again externally or via youtube search i could see how many people liked it or disliked it i could see all sorts of information on a particular video itself or an overview of my channel so that’s all available to you in youtube analytics under youtube studio so take advantage of that so if you’re publishing videos on a regular basis you want to hone in on how your videos are performing so if you have any additional questions about youtube analytics or youtube in general take a look at our video that we created earlier this year about how to create a youtube channel we go into some in-depth insights into youtube itself especially youtube analytics so take a look at that video and if you have any other insights about youtube analytics or analytics in general go ahead and put a comment below this video so let’s turn our attention to competitor spine tools very important to keep tabs on what the competition’s doing and there are a lot of tools out there so when it comes to social we can use a freemium tool like sprout social to listen in on our competitors we can use another freemium tool social blade there’s a popular tool out there called spyfu that’s freemium as well moz we looked at moz earlier for keyword and organic moz is a great tool for also leveraging our competitors in terms of backlinks and buzzsumo so that’s another freemium tool get there lots of tools out there these are just examples of some of the tools that we use here at simplylearn i use personally and professionally to get a sense of what our competition is doing so why would we want to use a competitor spine tool well it may sound like a very straightforward question but there are lots of reasons why and so let’s look at some of these reasons and the first reasons we really want to identify you know our competitors backlinks and monitor changes in the ranking so the reason why we have this is the top bullet point is because seo organic search is a long-term strategy on-page off-page website very technical and creative there’s a lot going on with seo a lot going on and sometimes it takes a long time to rank for something and a lot of seo does depend on relevancy relevancy being how many quality backlinks are linked to you so it’s always good to leverage what your competitors are doing so you can see how you stack up and so that’s why this is up there as number one we want to be able to really take a look at what our competitors are doing another example would be hey how much uh traffic a competitors gaining on certain keywords this could go either way for paid search organic search what are competitors bidding on are they really getting traffic from those keywords so there are tools out there that help us leverage what our competition is doing okay we can also identify our competitors top performing content for relevant topics okay we can determine what our competitors website referral traffic is okay we can pull our competitors data and compare it with our own campaigns so lots of tools out there to help you do this and we may want to track the total amount of clicks a competitor receives and how much they pay for each keyword so let’s go ahead and take a look at a few examples how we can leverage all these bullet points that we just discussed and so we’re going to start out with sprout social and sprout social is a tool i use it’s a social media platform there’s a lot of things you can do with sprout social definitely generate reports for your social media platforms you could set up posts that get published at a certain time and day but there’s also one particular tool in here called listening and so what we could do is we just put in for example rv rentals in twitter so what we’re doing is we’re actually listening to see who else is tweeting about rv rentals so we could do this for twitter we could do it facebook some other social media platforms the whole idea here on sprout social is to get a sense of what our competitors are doing so we could have easily put in a brand name we’re just going general here because we want to rank for the keyword rv rentals and so here we could take a look at you know what some of these particular brands are doing like go rv rentals cruise america rv we could see just scroll down and we can get a sense of in particular what people are tweeting about what other companies are tweeting when it comes to this particular keyword rv rentals now if i want to hone in on a particular competitor i could just really refine my search for that competitor’s brand name so rv share so here i can take a look at you know what they’re doing when they’re posting to or tweeting how long ago the time of day get an idea of what they’re actually saying what campaigns they’re promoting okay i can get a sense of everything about this tweet and so here i can scroll down and i can see what’s been shared by other people for this particular brand and i can see a lot of people are as an example retweeting this particular giveaway and so to me it just gives me a sense in this particular example on twitter as to what are competitors doing okay let’s turn our attention to seo so remember that first bullet point we want to get a sense of what our competitors are doing when it comes to backlinks and so moz has a great tool called link explorer and link explorer there allows us to actually compare link profiles so for my domain i can go ahead and put my competitors domains in there and definitely get a sense of you know how many links my competitors have external intel internal i can get a sense of the domain authority i can get a sense of page authority linking domains so i can really do a comparison across my domain and my competitors domains to get a snapshot of how i compare against my competitors so this gives me an overview of everything i need to know organically now moz also has another great tool under link explorer called link intersect and i like link intersect i use it a lot because if our competitors really have a number of external links and domains pointing to their site and they have a better domain authority and page authority then you know i want to be able to you know see what they’re doing where they’re linking who’s linking to them i want to get be able to get a snapshot of why is their domain so much better than ours in terms of authority and so the link intersect actually allows me to do that so i can go ahead and put my competitors domains in there and then i can find opportunities and so you just click on opportunities and you can see where my site intersects with their site and if it doesn’t actually intersect then i have an opportunity to actually try and get a link on that particular site so that’s what the link intersect report does it allows me to see where my links intersect with my competitors and if it doesn’t intersect then i have an opportunity to generate a backlink so that’s ideally what the link intersect tool is in moz it allows me to really get a sense of you know where i’m linking and where my competitor is linking now what we can also do is also take advantage of another report under moz’s link explorer and the discovered and lost report so we could put in our domain or we could put even our competitors domain in there and we can get a sense of what domains were found and linked to them so really within mods we can get a good snapshot of what web sites are linking to our competitors we get a good snapshot of the overall links to our competitor sites and specifically with sites so the whole idea is if it’s good for our competitors meaning they’re linking from a site that has good domain authority and low spam score then it’s probably a site i want to be able to tackle as well okay so you have discovered and lost okay you have comparing link profiles and you have link intersect so those are three good reports you can leverage right in moz’s link explorer tool now there’s one more report we can leverage in moz and that’s the inbound links report and so we can go ahead and type in our competitors domain here and again we can get a snapshot of what their domain authority is page authority for the home page but really this is what we’re after linking domains so this particular domain has over 9 000 linking domains so what we can do is actually go through and see based on domain authority i could sort by domain authority where these pages are being linked from and so here i can see reddit reddit reddit so a lot of reddit here which is a good site for backlinking new york times so you know there’s a lot of different uh sites here washington post so i can get a good snapshot of my competitor by seeing every link that’s pointing to them now of course i don’t want to go through 9 000 links i can really just hone in on a specific link source or link type or link state so i can really filter it if i wanted to i can export the report and do some further analysis but really the whole idea here as i could see what url is linking to this particular competitor site what the anchor text is what the page and domain authority is so this gives me a really really good insight on all the backlinking that my competitor has and again if i’m trying to catch my competitor it’s probably not a bad idea to look at what they’re doing and even copy what they’re doing in terms of backlinking so if we’re not on reddit then we probably need to be on reddit because if that’s where our competitor is and they’re getting good link juice from reddit which has a domain authority of 90 then hey if it’s good for the goose it’s good for the gander so they say so inbound links is it just another good report you can leverage in moz under the link explorer reporting tool now if i want to get a good snapshot as to what my competitors doing on search exactly well look no further than spyfu so spyfu is a another tool that you can leverage from a ppc seo perspective you know from an seo perspective you got some back linking data as well just like you did in moz from a ppc perspective you can get some good keyword insights and so here i just went ahead and typed in the domain and what this is going to do is just give me an overall snapshot for my competitors domain so here i could see you know how many organic keywords they’re found for the estimated monthly seo clicks they’re getting based on the volume of those keywords okay i could see here the keywords their top competitors also rank for the rank history 12 years so this particular domain has been around a long time okay so that’s on the organic side flip over to the paid side and i could see that they are doing paid search i could see 5 000 plus keywords they’re bidding on okay based on that what they’re actually paying and then i could see you know some of the other competitors listed here from a paid perspective and an organic perspective i could see the shared keyword overlap okay now again you can pay for this because it’s freemium and get some really good insights as to how your domain compares to your competitors so i’m using the free version and here the free version spyfu is just giving me some overall data on the specific domain i entered in and so i entered in my competitors you can certainly enter in your own domain to get a sense of organic keywords and paid keywords so you can see top keywords top paid keywords okay this is google ads okay so this is what recommendations as to what to purchase okay here you can see some even some at google ads history i could see exactly what ad copy my competitor actually wrote and for what keyword and then i can see some organic ranking history here as i keep scrolling down this overview report so i can see for rv rent where they rank and then i can see inbound links just like i did in moz spyfu is providing me with some insight as to hey what links are pointing to them and what the domain strength is and how many clicks they expect to receive so this is all free data take it or leave it but it’s all free data available to you under spyfu so spyfu gives you kind of an overview for free some really in-depth analysis if you actually pay for it and it just really hones in on what your competitors are bidding for paid wise and what they’re ranking for organic wise and so spy food is a really good tool to leverage if you just want to get a snapshot of how your competitor overlaps with you so let’s turn our attention to google analytics because in google analytics under audience i can go to benchmarking and basically the benchmarking reports allows me to see what the industry as a whole is doing compared to my own website now the caveat here on this particular report is that it’s all anonymous data so i can’t exactly see what competitor is doing what in this report but if i hone in on my industry in this case autos and vehicles and i hone in on a specific country or adjust the size of the daily sessions that i get then i could see hey analytics in this case in this example i’m sharing 8 863 web properties okay so they’re sharing the data for over 8 000 web properties and i can compare those web properties against my own so if we’re all in the same industry it gives me a sense here as to how i stack up against the industry as a whole in this case as it pertains to channels so you can see here red not good green is good so in the industry we’re not doing as good as others in the same industry who are receiving the same amount of sessions now we could certainly adjust and we can adjust our locale and if we do that google is going to be able to adjust how many web properties are actually contributing to the report and so when analytics makes that adjustment we’re going to be able to see in this case just new zealand so we’re going to adjust for new zealand and we’re going to go with 4999 and so we could see there are about you know 300 something web properties contributing 47 web properties now contributing to this report so if we’re focused on the new zealand region and this is the amount of traffic we get we’re now comparing us against 47 other anonymous web properties so now if i go back to the report after i’ve honed in i’m looking at channels and i can see how many sessions we’re getting by channels and how i compare against the competition i can also measure up against percentage of new sessions new users pages per session average session duration bounce rate but that’s just channels i can also do location and devices so the whole idea behind this report is yes you’re not honing in on a particular competitor but you’re honing in on your industry so you’re getting a good idea as to how you compare against your industry just by making some adjustments in the benchmarking report you obviously want to make sure you’re looking at the same industry adjust for your country or region adjust for the site size meaning how many sessions you actually get on a daily basis and then analytics will do the rest they’ll compare you against those in your industry and so i find this to be a good tool because it allows me to stack up our site against those in the industry and obviously if we’re not driving as many sessions especially say from organic then we have our work cut out for us okay so that’s the whole idea behind the benchmarking report now if you want to get some good insight as to what the competitors are doing and you don’t want to use a tool well look no further you can always go to google.com okay so this is how we used to do it back in the day before all these tools became available you just typed in a keyword and we’re gonna type in rv rentals and now we’re gonna be able to see who’s bidding on that keyword so we could see we have a number of different uh companies bidding on the keyword we’re interested in okay here i can see some featured snippets okay and then i can see some organic search results okay if i scroll down i’ll be able to see some other companies bidding on that same keyword meaning they’re paying for rv rental so if i clicked on somebody’s link here they’re actually going to pay google for the click and so this just gives me a good sense of you know how many people are actually trying to rank for this keyword or trying to be found for this keyword so that’s all i did i just did a search now from an organic perspective if you really want to hone in on your competition you can always do the syntax all in title colon and then hit enter so now i could see i have 163 000 results and what does that tell me that tells me that i have 163 000 websites with rv rentals in the title tag so if you’re trying to optimize for the keyword rv rentals as an example then you know that you have 163 thousand different listings ahead of you that you need to jump over in order to rank for the keyword rv rentals so using the all in title syntax and the keyword right after that actually just gives you a more accurate picture of how many sites are actually ahead of you for a particular keyword so that’s the whole idea so if i get rid of the syntax and you can see for rv rentals i have 132 million but that’s not really accurate because not all these listings have the keyword rv rentals in the title tag and title tag if you’re working on organic search is one of the key important factors for ranking so you need to have that keyword in the title tag so that’s the whole idea behind using the all in title syntax it gives us a good idea as to what our competition is doing and how many sites we have to jump over to get to number one on google now if you’re running google ads just as we did with rv rentals we went up there and we saw we typed that in as a query and we saw how many advertisers there were for rv rentals now

if we are running our own campaigns google ads actually has a good report that i really like it’s called auction insights and so you can get to auction insights just by clicking on campaigns and then from campaigns click on auction insights and what auction insights allows us to see is what competitors or domains are bidding on the same keywords we are and so what google does here is it allows us to actually see where we stack up against our competition for all the keywords we’re bidding on and so here i’m looking at year to date and here we could see us and i can see our competitors okay so i could see impression share so for if we’re talking about one keyword every keyword has a hundred percent impression share how much of that impression share are you getting and when we say impression share meaning eyeballs when we talk about eyeballs are we getting a majority of the eyeballs or our competitors getting majority of the eyeballs so we can see our average position i can see how often i overlap with my competitors okay i could see how often i’m above a particular competitor i could see what percentage i’m at the top of the page versus my competitors the absolute top of page rate and then i can see how often i out rank my competitors and vice versa how often my competitors outrank me so i could see all this good insight as to what competitors are bidding on the same keywords i am okay so this is if you’re running google ads okay so if you’re running google ads okay you can just click on the auction insights report you can find that the top navigation just by clicking on campaigns and by doing so you’ll be able to gain some insights as to where you stack up from a paid search perspective against your competitors so let’s turn our attention to paid marketing tools so if you’re doing some advertising on google bing linkedin you probably want to work within those platforms as the tool of choice so you know if you’re doing paid search on say google search dot com or display you could be doing display advertising on you know a network like adroll or google or you could be doing social media paid ads say on facebook so whatever it is you’re doing you probably want to work within that platform itself to get the ideal data that you need okay so here are some of the tools some of the places you can go of course if you work in google ads you also have google ads editor that you can leverage okay and i’ll show you that in a couple minutes you have google ads keyword planner of course both of these are paid if you’re running campaigns okay so bing if you’re running campaigns on bing okay you get all this good data that you can digest through some reporting okay you also have some third-party tools out there that you also have to pay for in word stream okay so word streams a third tool that you can leverage bing and google are actual advertising networks so you would advertise on the platform itself and get all the data you need right in the platform and leverage a lot of the tools that they have available in the platform as i mentioned you could also use google ads editor so bing also has their own editor as well so and as well as facebook so you can use an editor type version and i’ll show you that here in a couple minutes but let’s talk about why we want to use the tools in the platform itself well we want to be able to monitor how our ads performing so which ad receives the most traffic as an example we want to identify keywords that are performing for us okay so our keywords converting not converting now they cost us a lot of money and not netting a high enough return for us so we want to keep an eye on that okay so we want to monitor our cost okay across different locations and devices not only cost but we want to also monitor how our ads are performing across different locations and devices keywords across different locations and devices so we want to be able to measure by device okay so we also want to analyze competitors data and as we showed you in the competitors section google as an example has auction insights reporting analytics has benchmarking so google itself does provide some information in the case of auction insights as to how your competitors are performing against you on google search so that’s on the paid search side then you have display okay so display advertisements okay you’re across a different network so there are different types of networks out there for example admiral okay curtillo celtra is another paid version of or paid tool you can use in wide orbit so these are some of the paid marketing tools you can leverage of course i like to stay if i’m advertising on google i like to stay on google ads and measure my display performance that way but if you’re on adroll for example then you want to leverage adroll’s reporting platform and some of the tools they have to offer so if we look at display why do we want to leverage some of these tools well just like search for example where we want to look at keyword and ad performance same kind of concept here we want to be able to monitor whether we have the right keywords and right customer engagement so when we when it comes to display we want to be able to make sure we’re choosing the right audience of course that means looking at not only audience insights but our target insights as well are we reaching the right audience when it comes to display and google has a good breakdown that i’m going to be able to show you here in a couple of minutes okay so we want to improve our campaigns by monitoring our competitors display ads as well so there are tools available that will help you do that and that’s on the display side and if we look at social okay why what tools can we use on social well you got facebook ads manager okay you got ad espresso quiet tweepy you got all these cool paid search tools again i usually stick with where i’m advertising so if i’m advertising on linkedin or twitter i’m going to leverage that platform but just know that there are other tools available for you so with social like display it’s all about targeting our audience so for these some of the tools like on facebook we can review and relaunch our ad campaigns based on target audience we can measure conversions and gain insights in this example about facebook users how are our users interacting with our ads and then we want to target people based on their activities such as purchase intent device usage travel preferences etc so social allows us to do that and then with facebook as an example we can monitor any a b test we run for example if we’re running call to action test we can measure the results that write in facebook and i’m going to show you an example of that here shortly so let’s jump right into google ads and look at some tools available to us from the search side of the house so if we’re running search campaigns right in google ads we could see campaign data we could see keyword data we could see add data so for example if i want to see what ads are performing i’m just going to click on my ads and extensions okay and here are my ads and now i can see what ads are performing in terms of clicks click-through rates etc and so that way i can go ahead and pause ads activate ads so that’s right here in the google ads uh platform itself now if i want to look at specific keywords i can do that so i can see what keywords are driving traffic and clicks here i could just sort by clicks and now i can see not only what keywords are driving clicks i could see what the click-through rate is i could see the impressions how many people actually viewed my ad after click typing in a keyword query that i’m bidding on i could see how much i’ve paid by keyword and more importantly i want to be able to see conversions or conversion rate and then with google ads you have quality scores so we want to be able to measure quality score so this is a google ads keyword reporting and so the great thing about the keyword reporting is that there’s some other features available to me here so here i can add negative keywords okay just by clicking on negative keywords i can also see a search terms report and so when it comes to search terms i can actually see what specific keywords people typed in and based on the keyword that somebody typed in as a query i can see what match type triggered that particular ad and so if i see a keyword query that i don’t particularly care to be shown for or i want my ad shown for then i can go ahead and just select it and i can add it as a negative keyword okay so that tool is available to you right in google ads okay and then you have the auction insight so we’ve reviewed the auction insights when we’re looking at competitive analysis and so here if we look at the auction insights we’ll be able to adjust our date range and we’ll be able to see basically you know who else is bidding on the keywords and what the impression share is what their average position is what the overlap rate is position above rate top of page absolute top of page right now rank and share so once we have google has data then they’ll be able to share that information with you okay so that’s just keywords but there’s a cool tool that i really like and i leverage it for seo and pay-per-click and that’s google’s keyword planner so if you click on tools and then you click on keyword planner we’ll be able to leverage the keyword planner and the whole idea behind the keyword planner is do we want to discover new keywords or for the keywords we have selected we can get volume and forecast on that so here let’s type in a keyword mail delivery and if i click get started okay so google’s going to give me some other keyword ideas and they’re going to give me what the average monthly searches are for that keyword they’re going to let me know the competition they’re going to give me a range in terms of how much i can expect to pay for that keyword so if i happen to click on that keyword i can add it to a plan and then once i’ve added to a plan then i can go ahead and look at that plan and measure what kind of volume i’m going to get and how much i can expect to pay so now once i’ve added my keyword to that plan i can go ahead and see how many clicks and impressions and costs and click the rate and average cost per click i can expect to spend so and this is based on a maximum cpc of two dollars so i can go ahead and adjust my plan accordingly if i want to in order to see basically how much i can expect to spend so that’s the whole idea behind the keyword planner in terms of choosing new keywords and once you choose keywords you’re interested in bidding on you can actually do a forecast to see exactly how much you can expect to spend how many clicks how many impressions you can expect to get and if you have conversions set up how many conversions you can expect to receive so that’s all part of google’s keyword plan that’s viewing forecast as well as choosing keywords so there are so many different tools and features within google ads we need a whole whole segment just on this so really i’m just gonna highlight some of the more important tools and features so i mentioned the keyword planner i mentioned the campaigns keywords and ads reports another thing i would look at in google ads again we mentioned this as one of our key defining why would we use it bullet point and that’s because of devices so we mentioned devices why would we use google ads reporting tool because we want to look at devices and we want to be able to see what devices are driving traffic from what campaign and then the cool thing about google ads is right in google eyes platform you can go ahead and do a bid adjustment so if i increase my bid adjustment for example on mobile phones then my particular ad in this particular campaign is going to show more than on computer so i can always decrease it for example do a bid adjustment on computer and that means i’m going to show my ads less so i can go ahead and do bit adjustments based on device that’s the cool thing of working right in google ads platform is you can make adjustments right here in the platform based on devices well you also have locations too so we mentioned that as one of the reasons why we want to use some of these tools and if i see a particular location i’m not interested in advertising well i can always select it and i can always just pause it or remove it so or i can change the bid adjustment on a location as well so i can make a lot of different changes right in the google ads platform for those seasoned in search advertising paid search advertising especially on google ads you can always use google ads editor all you need to do is just do a search for google ads editor you can download it so basically what google ads editor is it’s a it’s a tool it’s the software that you work your ca with your campaigns on locally so you’re making changes to your campaigns on your computer and basically when you’re done making changes you can always upload them to google ads to the account on google ads in the cloud so to speak so that’s the whole idea behind google ads editor it’s a great tool for you to use if you want to make household changes really quick for example i’m looking at an account with a bunch of campaigns so now if i click on one of those campaigns i could see the ad groups here okay so for example i just wanted to turn off all these ad groups i can just highlight them all and just click status enabled to pause and i can revert back if i want to okay so you can make household changes so here i could see the campaign the ad group level if i choose an ad group then i can see some key words and again i can make changes at nauseum here i can copy i can paste i can delete okay so i can make a lot of changes really quick right in google ads editor and that’s the whole point of editor is to go ahead and work locally while somebody else is working locally on the same account you could both be working simultaneously and being more efficient on getting things done in the campaign now if you are working with somebody else on the campaign you want to make sure that you get recent changes so if i say get recent changes to all campaigns what google editor is going to do is contact google ads in the cloud and download all those changes so here i can see the changes being download in editor from google ads and when it’s done it’s going to highlight all the changes that have been made and so once i’m done reviewing those changes i can go ahead and click done and now i know i have the recent latest changes in editor so now i can go ahead and continue to make some changes and when i’m done making changes i can go ahead and post them so that’s the beauty of google ads editor bing has a version facebook has a version it allows you to again go at the keyword level the ad group level okay you can look at ads itself and make changes to the ads okay you could do a lot of different things write an editor in fact you could do pretty much most of what you could do in google ads you can do in google ads editor and so that’s google ads editor to me i would recommend it if you’re experienced with google ads again it’s software you have to download it you’re going to use it on your computer as software but when you make changes all you need to do is post those changes or get recent changes that have been made on google ads and so that’s google editor ads editor in summary now let’s go back into google ads and talk about display advertising because display is a different network but the platform still the same and some of the same tools are available from the search network as well as for the display network right in google ads so if i want to take a look at a campaign and ad group on the display network i can just click on that ad group and i can look at the ads that are running for that particular ad group on the display network so here the difference being on the display network is you can use image ads on the search network you can only use text ads so here i can look at image ads and i can see how they’re performing in fact you could even go a step further and use responsive display ads so google has responsive display ads meaning it’s going to respond to what’s performing best okay and so now i can see clicks impressions click-through rate etc right on on my ads and extensions report in google ads platform now this happens to be retargeting campaign so if we click on audiences we’ll be able to see what audiences we’re targeting here okay so when this report loads when you run retargeting campaigns you’re targeting a specific audience and so we want to be able to see okay of the audiences we have set up what audience is performing best okay so here i can see a breakout by audience again i can see the same metrics i could see on the search side i could see clicks impressions click-through rate more importantly i want to be able to measure conversions okay so that’s the whole idea when you’re in these platforms and you’re paying for ads is you want to be able to measure against conversions and you can also measure against cost per conversion conversion rate okay so those are some key metrics to measure up against whether it’s audience keyword ad whatever the dimension is so here on the display network we can get a sense of demographics okay so unlike the search network the display network allows us to see demographic data and so now i could see an age breakout or an age range breakout that google provides us and i can see again based on the age range breakout which age range has the most clicks impressions etc including conversions so you also have the opportunity on the display network to add keywords you have the opportunity topics and you have the opportunity to see placements or run placements so here if i click on where ads have shown i can actually see where my ads have shown up for this display campaign and google ads allows you the ability to go ahead and you can exclude it from the ad group exclude a specific placement from a campaign so you could take action on a specific placement and i could see the type of placement whether it’s a mobile app whether it’s a site i can go ahead and see exactly where that placement was so that’s the placements report you have demographics you have audiences you have keywords you have all these different reports available to you on the google ads platform so before we jump over to social media paid search advertising i just want to remind you we do have you know a nice tutorial on google ads okay so take a look at the google ads tutorial we have set up on youtube okay if you search for google ads tutorial 2019 this is a good uh tutorial on everything related to google ads so check out this video because in today’s webinar we’re just mentioning tools across the board and if you are advertising on google ads as most people do then you could see just how powerful it is and all the different features that are available so take a look at the video it’s a nice complimentary video to this one this digital marketing tools and this will give you a nice and deeper insight into everything that’s available on google ads and if you have any tools or features on google ads whether it’s the search network or whether that’s the display network then feel free to comment below this video happy to hear your comments about what tools and reports and features you specifically use in google ads so let’s move into uh facebook ads manager and show you how the platform looks when you’re running ads on facebook so we can look at all the different tools and reports available here so here we can see if we’re in the facebook ads manager we could see our campaigns we could see our ad sets and we can see our ads so just like on google ads you have less side navigation so we can drill down so if we want to see ad sets for example we could just click on ad sets that are showing up in this particular account and here we can see we have two ad sets that are live so if i click on one of these ad sets i’ll be able to see an actual ad that’s running here and so for the actual ad that’s running i can then see the results of that ad and how it’s performing for example you know how many clicks it’s received what the reach is what the impressions are so impressions similar to google ads how many people are actually looking at the app and i can see the cost per click here at one dollar as an example and so now i can go in and i can go ahead and look at the ad performance and go ahead and change out that ad if it’s not performing to my expectation so if i click on more tools and then creatives i can just simply click on creators and then i can actually see the creators i actually have running for that campaign i selected so now i can see all the creatives that are running and i can see the results of those creatives so facebook ads manager also has uh reap different reporting so if i click on the reports pull down menu you can see here i could see some standard reports by add ad set age and gender and then i can see all reports here listed out by placement by placement and device time of day country etc so if we just look at age and gender we’ll be able to get a breakout age and gender here so you can see by campaign i’m looking at all campaigns here and i’m looking at just age and gender i can certainly deselect one of these and i can look at a specific time range so now i can see who’s looking at my ad specifically so here i could see 35 to 44 female i could see the reach impressions and how often they’re actually seeing my ad now this is key for facebook because if somebody’s seen your ad a lot they’re probably going to tune out to it so that’s what makes the frequency metric so important on facebook because then we can go ahead and you know turn off that particular age and gender if we needed to and we could see how much we spent so this just gives you some idea of the type of reporting that’s available in facebook ads manager now the great thing about facebook uh reporting in ads manager is you know i can group or ungroup uh my dimensions if i needed to i could change the view and arrange columns i can get rid of columns just as you would in google ads reporting very similar stature here so i have a lot of flexibility here on how i review the reports you know you got different metrics that you can pick and choose as well okay and you got lots of different flexibility when you’re looking at the reports on how your campaigns are performing now here i can pick and choose i can choose campaign ad set ads objective again i can choose different demographics so i have a lot of options available to me in terms of how i want to you know view the performance of my campaign view the performance of my ad set or my ad now remember if you’re in facebook you can always go in and edit the campaign you can edit the ad set remember in the ad set that’s where a lot of your decisions are going to be made including how you want to drive the traffic okay what your budget is okay you can basically choose your audience here so you’re going to be able to choose what type of campaign is going to be and based on the campaign you’re going to go ahead and choose the kind of audience you want to focus in on you’re going to be able to choose the location the age range the gender so all of this is going to be set up in the ad set or the campaign or the ad if you go ahead and edit it out remember you can do a b testing as well so you have a lot of different options and features available to you right in ads manager when you’re managing your paid search campaigns on facebook so if you want some more information about all the different features and tools and facebook ads manager check out the facebook ads tutorial 2019 uh webinar that we did earlier this year in addition you can also look at another one that we did on facebook called facebook advertising tips and strategies so that should give you some sense of everything related to facebook ads and how to take advantage of the facebook ads manager platform so if there’s anything on social that we may have missed or that you use feel free to add a comment below the video we’d love to hear your feedback okay let’s talk about some affiliate marketing tools let’s turn our attention affiliate marketing a lot of affiliate marketing platforms out there the number one probably is commission junction also known as cj they’re an affiliate platform they having a freemium model meaning you can have a free trial but basically you’re gonna have to move on and pay for the platform likewise for house offers you have volume you really when it comes to affiliate marketing a lot of platforms out there click inc hey when so a lot of these are brokers per se and when i say brokers like for example with cj you as a merchant or you as a publisher can get in touch with a merchant you as a merchant can get in touch with a publisher meaning cj helps bridge the gap between you finding somebody to build your network with okay so that’s what really affiliate marketing is and you really need a platform to kind of put it all together and it’s a lot a lot of affiliate marketing platforms we’re actually going to take a look at cj and go through some of the features in the platform here shortly but let’s just take a look at why we need these affiliate marketing tools well these affiliate marketing tools identify you know affiliates inflowers employees other advocates you want to partner with so again you could be on the merchant side you could be actually selling a product and you’re going to want somebody to help you sell that product somebody with a website who’s an influencer who drives a lot of traffic to their own site who you know does sell reputable brand etc so you need somebody to help you introduce you to these sites okay so cj and some of these other marketing platforms affiliate marketing platforms do that okay so these tools are there to do the introductions the brokering the relationship so the other benefit here is you can contract with affiliates and track the traffic and conversions well what do i mean by that well if you do use cj.com by no means am i only endorsing that platform there are plenty others out there but whatever platform you use you’re gonna want to be able to set up terms and conditions with that particular affiliate so you could set up with terms and conditions for say 10 off all sales as an example okay well you’re getting a platform that will help you broker that contract okay contract terms or program terms furthermore you’re gonna need a platform to help you track hey is this affiliate helping me drive traffic or is this affiliate driving traffic to my products and is this affiliate helping me sell so these platforms help you do just that okay so you can gain high website rankings with the help of your affiliate meaning that hey your affiliate can be promoting your product and if they’re promoting your product you have a chance to show up via paid search organic search off other websites so social so you have a lot of benefits to working with affiliate marketing in itself and the tools available will help you gain website rankings as one example we want to be able to track certain metrics okay so an affiliate marketing you have earnings per click epc as an example most platforms measure epc from a seven day period to a three month period okay you can also figure out what the actual cost per click is just like you do on say google search you can actually measure that in affiliate okay you want to eliminate fraudulent clicks impressions and conversions so any affiliate platform worth its weight is going to help you understand you know how many pressions and clicks and conversions you’re getting and help you manage that in terms of fraudulent clicks or hey if you’re getting a lot of impressions and no clicks that’s a problem too so these platforms are really built on helping you manage your relationship with the affiliate by offering up all sorts of reports and tools you know the other big benefit here to affiliate marketing tool is hey we can influence our customers throughout their buying journey so we could set up different promotions based on hey did somebody go to the website did somebody see our product does somebody click on our product did somebody go into the shopping cart with our product did somebody purchase our product so there’s all sorts of steps in the funnel so to speak and hey you can work with an affiliate a publisher to influence your customers throughout that purchasing funnel throughout that journey so let’s go ahead and log in here so when you log in like any other digital marketing tool any other platform you’re gonna have your own settings and whatnot so really the whole idea behind any affiliate marketing tool is really there to manage your publishers who do you want as a publisher who do you want selling your product you obviously want somebody who’s relevant somebody who’s going to be able to sell a product somebody who has a targeted audience that’s similar to yours okay so we go into cj.com we’re going to log in and here you can see a publisher’s link so we’re going to click on the publishers link and remember when you sign up publishers you have to have program terms and so if we click on publishers program terms we’re going to be able to see all the different program terms available so here we could see the different program turns we have set up for certain publishers so we just click on that we’ll be able to see that’s the default program term so remember you could set up your own program term for any publisher so as a best practice if you have publishers who are actually performing well who are selling your products maybe you want to offer them a little bit more on the commission side maybe you want to sweeten the deal maybe you know these guys these publishers get better program terms versus say other publishers who don’t and so here we can see the program terms basically you could see what the terms are the action and the different policies here so everything you need to do to manage that publisher in terms of payment is done under the program terms now if the program terms are met the publisher actually sells your products cj is the broker they’re the ones who are going to initiate the payment based on the program terms so be careful on the program terms you want to be able to set them appropriately cj has templates cj has some default program terms that you can use and offer up to different publishers so based on the program terms that’s how your publishers are going to get paid and so here you can have as many different program terms as you want there’s no limit here you want to be able to align and reward program terms again based on performance and so here we can see what publishers are under what program terms so again if your publisher is performing well sweeten the deal offer them a better program terms and so you can align publishers with different program terms and so that’s the whole the idea behind program terms is you want to be able to align publishers with that so when you sign up a publisher they’re going to get a line with a program term meaning what are they going to get paid for selling your product now if we want to manage by status instead of by program terms we could see all the different organizations we have in our network these are our publishers we’re the affiliate we’re the ones selling the product we want to know who’s selling who’s not selling and so we can look at all our publishers by program terms or by status okay so basically you can see here the term status whether it’s active or not earnings basically what they’ve sold over the last basically seven days or three months so you could look at basically how your publishers are performing just by clicking on manage by status here in cg.com so when you’re looking at reports in cj.com or really any other affiliate program you might see the acronym epc this stands for earnings per click actually it’s a little misleading it’s actually earnings per 100 clicks so basically cj calculates you know how much your publisher is actually making per click you know just like paid search we’re paying google x amount per click it’s the same thing here we can’t or these publishers can’t make any money if they don’t generate clicks so that’s why you have an epc model or metric so to speak so you can measure earnings per click cj does it over a seven day period and over a three month period so you could sort based on seven day or three month to see who’s earning the most per click in terms of publishers now you can select under publishers groups now you can group your publishers okay so if you have say a group of publishers in a specific region like the united states or india or if you’re just focused on the united states and say you have publishers in different states like texas california missouri arkansas well you can group those publishers into different groups and you can look at your different group names here so here we could see canada and so we have our publishers grouped into a group called canada why because they’re based in canada makes sense so you want to be able to organize your publishers because the whole idea behind affiliate marketing cj is you want to be able to get the best publishers available for your network and so as you get more publishers for your network you’ll be able to basically start grouping them where it makes sense now the example i gave you is by geography you could do by geography or you could do by publisher status meaning my best performing publishers go into a group if they’re in a group then they get aligned with a certain program term so you could group your publishers any way you want by status meaning they’re selling more these are our best performing publishers or by region or you know by promotion i mean how you group your publishers is totally up to you however take advantage of the option to create publisher groups because the whole idea again i’m going to repeat it is you want to get publishers you want to start building your base of publishers because the more publishers you have the more chance you are to sell your product remember if nobody clicks on your product then nobody’s going to buy your product so if you have publishers who are promoting your product for you then you have a good opportunity to sell it so the more publishers you have on board the better the opportunity so now once you have publishers you can start grouping these publishers accordingly to whatever makes sense it’s a business decision just know the options available in cj to group publishers let’s turn our attention to social media marketing tools social media always a great topic to talk about so we’re going to finish up all our digital marketing tools with social media we talked about seo paid competition affiliate email you know web analytics it’s just appropriate to finish up the social media because social media has so many tools available so many okay the first one i can think about here is hootsuite hootsuite is a great social media marketing tool to use okay it’s a freemium okay you can set up a free trial here you basically a base account and then uh you can use hootsuite to do a lot of things anything from setting up landing pages to actually publishing content to listening hootsuite to me is one of the most powerful social media marketing tools available you got buffer buffer is a paid version but you can actually set up a low cost or free account actually on buffer and then move to a paid account okay you got tweet decks been around a long time that is actually free and i would recommend tweetdeck and we’re going to take a look at that here in a couple minutes okay and then you got sprout social sprout social is another social marketing platform similar to hootsuite do a lot of reporting a lot of publishing you can a lot of listening and so we’re going to take a look at sprout chelsea today as well before we do that let’s go over why these tools are important to us from a social media perspective you’re pumping out a lot of content so you need to be able to smartly efficiently you know schedule and manage your post okay so you’re not just working likely with just one platform like facebook you’re probably on a number of different platforms depending on your business depending on your bandwidth depending on what you’re selling your products etc your audience obviously has a lot to do with it you know it could be instagram pinterest you want to be able to consolidate all that and manage it in one place and that’s what social media marketing tools do they allow you to manage everything in one place so if you could manage everything one place then these social media marketing platforms need to be able to make it easy for you to add and manage different accounts okay so a lot of them have the ability for you to add you know not just one twitter account but multiple twitter accounts and not just one social media platform but multiple social media platforms and a good social media marketing so worth its weight will help you monitor the results so monitor social media posts that help drive leads and sales in other words you’re going to have a lot of different metrics associated with each social media marketing platform okay which one is actually doing its job okay so you want to be able to easily manage these platforms applications and websites very efficiently okay so instead of having to log into each platform is log into one place get a sense of what’s been posted what the engagement is did they purchase etc and what you want to do is be able to individually customize every social media post across different platforms so it just makes it a lot easier to do that in the social media marketing tools okay you don’t want to send out a blanket message across different platforms you want to be able to go ahead and customize a post depending on what that post is depending on what the product is what time of day what target market what target audience so customization is a lot easier using these social media marketing tools you want to be able to engage with brand advocates so listening is a good thing with social media marketing tools using the listening functionality so you can actually see who is a brand advocate who’s not a brand advocate who’s an influencer who’s not an influencer and then of course you want to analyze the behavior of your audience and optimize individual posts on real-time data so if for example you post something using one of these social media marketing platforms and you see it go viral then you want to be able to react to that in real time so you’re going to be able to see that in real time on these social media marketing tools these platforms like sprout social and hootsuite and then you’re going to be able to react to that behavior and then of course monitoring website traffic and conversion rates that’s key we always want to monitor conversions based on our kpis our business goals so there are also a few important digital marketing tools that can help you in different ways okay so without further ado let’s jump in and take a look at what’s available in terms of social media marketing so just a quick reminder if you are running ads on facebook or you’re posting on facebook as an example or any platform in general that platform’s going to have its own metrics if you will so for example facebook has something called facebook insight so you’ll be able to actually see you know what’s been posted based on you know the last seven days in this example how many page views you’re getting engagements recent post so just to let you know yes you can go into any one of these platforms on its own and look at metrics just like you can do if you’re running facebook ads hey you can go right into facebook ads manager and view data there okay so the whole point here though on using a social media tool is that you can measure all that in one place so if we log into sprout social i can set up these accounts right into sprout social so i don’t have to log into twitter individually or facebook individually i can link them up all within sprout social and then i can go to reports just like i can with facebook insights and then once i’m in facebook excuse me once i’m in sprout social reporting then i can go ahead just like i can in facebook insights except it’s all right here for me i can jump into you know facebook and dig a little bit deeper as to what’s going on with my account so i don’t have to log into facebook directly i can see you know the impressions the engagement the clicks over a period of time i can see my audience growth i can see my publishing behavior how often my publishing i could see the top post individually i could see impressions by day you know a lot of this same material same information is already in facebook insights so if it’s available on facebook insights you know you’re definitely going to have it available in a tool like sprout social so you want to be able to just efficiently log in and jump from one platform to the other so here you know i can go to instagram you know and look at instagram data or i can look at twitter information so you want to be able to efficiently jump from one platform to the other using in this example sprout social now as i mentioned as part of one of the benefits of a social media tool is that you can publish content you want to be able to publish content because you want to be able to organize and schedule accordingly you don’t want to be submitting and publishing content right after one another okay you want to be able to spread it out efficiently and effectively and so here we could see you know we could publish and schedule content accordingly so all we have to do is click compose select a profile write whatever we need to do you can schedule it for tomorrow at a specific time and there you go voila scheduled so this is on twitter okay so you know we could choose another platform here it’s just that easy to schedule so you want to be able to schedule accordingly because again when you schedule something then you want to look at the behavior of it so it’s just as simple as going from publishing to reporting and then based on when something got published you could see the reaction of it and react to it so another thing here that i like about it’s about social hootsuite a lot of these other platforms do it really well you got listening tools so you can listen in on conversations that are being had for example uh mail delivery you know if we do mail delivery and twitter search we’ll be able to see what’s been tweeted about mail deliveries you know if that’s the business we’re in we can refine our search and choose a specific location or radius to hone in if we’re local okay so this is sprout social’s example of listening here let’s take a look at another example i’m in later.com so later very similar sprout social and that it does a lot of the same things you can actually schedule content on a particular platform and one thing i like about later here you can actually see it visually you can see a calendar and what’s been scheduled so i could see today i have scheduled something scheduled at 1 15 local time and again i have five profiles set up for this account so i can pick and choose the profile that i want to publish to so it just makes it that much easier and i can visually see it and that’s important so here i can click on media library so the one thing about later.com is that you know you have a library of images that potentially you can reuse so if i click on this image here okay i can get a sense of when it was used and i can view it on a calendar i can add label for it so that’s another benefit to later is that they have this media library here they have conversations so i can actually connect to a platform and listen in on conversations that are being had similar to the listening tool in sprout social and they have analytics so you can actually see right in later.com how your particular social media platform is performing so i can see it here over seven days i can see the number of followers have increased i can see the growth rate i can see the number of impressions that i’ve received okay so i want to be able to see how my particular platform’s performing over a period of time so i can look at reach a lot profile views website clicks okay so i can get a lot of good insights here right in the analytics platform later you can look at specific post performance so if we posted something i could see basically how many likes it received how many comments impressions the reach and then if i wanted to i can click on details and get more specific information on it engagement rate okay discovery actions comments saves etc so later.com goes into some nice detail about post performance they even have date on hashtags so if you use an hashtag you can actually see how many times the hashtags been used or saved how many impressions it’s received okay so they really go into some nice detail here about how your post and how your accounts are performing and here’s a tool i really like i’ve been using for a long time and that’s tweetdeck so what tweetdeck does is connect with your twitter account so you can see in a different visual so to speak of how your twitter account looks in terms of your feed here i can see this is my feed here okay i can see some notifications i can see specific messages then on this column i can see activity okay so i can add different columns here if i wanted to and basically by adding columns you could see i can look for what’s trending as an example so i’m going to add in a column that says trending and so now i can go in and see okay these are all the different things that are trending on twitter so you can actually add a column and pay attention to something really specific okay so for example search okay so right now i have men’s health but i could type in let’s just say world cup okay so i can see the you got the cricut world cup you got you know the soccer football world cup going on so you know we could pick a particular topic to follow if we wanted to so again here i’m following men’s health so i can now see you know everything that’s been posted on men’s health now if i click on for example one of these hashtags here that’s trending i can actually see who’s tagging or using that friday feeling in their tweets and so the whole idea behind you know tweetdeck it serves up a interesting overview so to speak of not only your account but you know a specific topic or what’s trending or you know other things that are being said so if you really want to pay attention to your brand or something really specific like you know your competitors or a specific product then you can just do a search on that and so that’s the great thing about tweak deck it allows you to kind of just look and listen in on everything going on in twitter now we do have a good video out here on youtube how to start social media marketing so if you haven’t had a chance to look at it take a look it goes over some of these tools that we cover today like sprout social later.com you know facebook insights so it does cover in more detail some of what we covered on these social media marketing tools so take a look at how to start social media marketing so we covered a lot of different marketing tools digital marketing tools everything from seo to email to social to paid to affiliate to competitor but there’s also a few other digital marketing tools that you can use in different ways like video seo for example so vid iq you know we want to use vid iq to get a good sense of how particular video is performing so here if we go into youtube you can see vid iq is a browser extension or browser a plug-in if you will so i can go and take a look at a specific a specific video and see how many hours it’s been watched how many views minutes watch subscribers etc you know the great thing here i can look at the entire entire account so i can get good insights into my video or my entire account here just by adding in the vid iq extension into my chrome browser so vid iq actually does give you some really really good insights into not only your account but the video and so recommend vid iq because it’s good for video seo okay there’s also tools related to content optimization so you know if you’re doing seo and you have a lot of content on your site well you know what we want to be able to use a tool maybe a third-party tool to give some objective reasoning as to what more we can be doing so you got tools like seo site checkup or site analyzer these are pay tools but you know if you’re really heavily invested in seo then they may pay dividends for you you want to be able to make sure your content is fully optimized to the fullest according to you know google’s algorithms and so you maybe you know want to invest in that third-party tool so these are good tools to use for content optimization you know there’s also other key reddit but you know there’s keyboard planner uh in google there’s also a word stream there’s a lot of different keyword tools out there so you may not have a google ads platform and so if you don’t have google ads then you may not be able to gain access to google’s keyword planner so having a third party keyword tool will pay dividends well because those dividends pay off in the form of not only pay-per-click but also seo and if you’re heavily invested in content heavily invested in social then you may want to take a look at the keyword tool keyword it and it’s primarily used for reddit we talk about page load time so we looked at that in google analytics we know that it heavily impacts seo so there are other tools available you got a third party tool here that’s free solarwinds pingdom you actually have page speed insights by google so these are free tools that you could take advantage of in determining how you can improve your page load time my favorite topic conversion rate optimization so you got a couple in here crazy egg and target okay so i’m gonna show you another tool called hot jar so here if you log into hotshot.com you can set up an account it’s actually free and with the free account you can have hotjar measure the heat map not only the heat map but the click mapping the scrolling of a particular page and so here you can see we’re looking at a particular page here so hotjar allows me to you know see on that page where people are clicking um i can also see where people are moving i can also see you know the scrolling of a particular page okay so you can see here on the page i could see people are moving over here to the right that’s where they’re clicking mostly if i switch over to move mode then i can see on that particular page where people are actually moving their mouse and then i have my scroll analysis so i could see you know how far down people actually scroll on the page and so again with a paid account you can measure up to 10 000 page views with the free version you can measure up to 2 000 pages and so 2 000 page use allows you to get some insight as to what people are clicking on or where they’re moving or how they’re scrolling on a particular page and so i definitely recommend hot jar they also do funneling they also do forms polls lots of other tools available in hotjar so hotjar.com is a tool i would recommend as well so one final tool and i’d be remiss if i didn’t mention it and that’s google optimized so google optimize is a google platform that allows you to a b test and so a b testing means that you have an original page and you’re changing one element on that page to see which one performs better and so with google optimize it’s just very easy to set up to run and the whole point of google optimize and a b testing is to improve website performance so here you can see i have an account set up and optimized you can see we’re running one test here and we’re just testing one element versus the original so we move photos to the top of the page the original didn’t have the photos to the top of the page and so we can go into reporting here google optimize does all the heavy lifting and so here you can see we can look at bounces or we can look at you know basically a measure the test up against the metric that’s important to our business and again the whole point is to improve website performance and so definitely take a look at google optimize we’ll have another webinar in the future on the topic but you know to me google optimize is free you can run up to five tests okay and if you can run up to five different tests and that means you have the ability to really improve website performance okay so google optimize is a tool that i would recommend today we’re going to talk about why you would want to rank using seo and seo is search engine optimization also known as organic search you also may as hear us say organic listings where we’re going to talk a little bit about why you’d want to rank your website in organic search okay what is search engine optimization then we’re going to follow that up with how does google rank websites so why does it rank one website over another and how do we get our website to rank number one then we’re going to talk about the different types of seo or search engine optimization techniques so you can get your website ranked number one and then we’re gonna finish that off with the do’s and don’ts of seo so let’s get right to it and talk about why seo so we’re gonna use a basic example and let’s just say you have a blog you’re a food blogger you’re passionate about food and your niche is ice cream and let’s just say you have a lot of ice cream recipes you want to get traffic to your blog you want people to read your blog and you’re curious why am i not ranking for my blog why when people type in ice cream recipes and say google my blog posts don’t appear at the top of organic rankings and there’s a number of reasons why you wouldn’t be ranked for your blog post or your ice cream recipes and the main reason would be your competitors so there could be somebody else out there who is also passionate about ice cream and has been blogging a longer longer than you when they have more content and more blog posts and more pages for google to rank so that’s usually the number one reason the other reason is improper usage of keywords and we’re going to talk a little bit or it’s actually a lot more about you know keyword usage in your content so what kind of keywords do you want to rank for that’s really what we’re talking about when we talk about usage of keywords what keywords do you want to rank for and how do we work those keywords into the content another reason is port link building practices and really that means our other blog posts or other websites linking to you also are you linking to other pages on your website and so it’s all about link building and with link building it’s internal linking so are we linking from one blog post to another and it’s external linking are other websites of high quality linking to us and so that’s what we talk about when we talk about link building and then another reason is web page load time so you could be running your blog post on say wordpress for example and your blog post isn’t loading fast enough well if you look at it this way think about it if you’re google would you really want to rank a website or blog post in this example number one on google rankings if that particular page loaded very slow no you wouldn’t because when somebody clicked on that link in organic search and went to your website they’re going to have a bad experience because the page is going to load slow so google doesn’t want their users to have a bad experience you don’t want your users to have a bad experience and so that’s why web page load time is a critical factor for ranking so we need to make sure that our web pages load fast and then your user experience is not good enough so google again based on my example about the web page load time google wants people to have a good experience when they go from their search engine to your website and there’s a lot at play there specifically web page load time but also you know google doesn’t want any spam content google doesn’t want any pop-ups or overbearing ads on the web page they want people to are searching for something in particular let’s just say ice cream recipes and they want to find a relevant website that has ice cream recipes they want to be able to click on that link and read some good content about ice cream recipes it’s that simple and that’s really what google’s trying to create in their environment and that’s you as an end user as a website owner you want your users to have a good experience and then last but not least your website is de-indexed by mistake and really what we mean is the indexed is google needs to be able to index all the pages on your website so if you have a blog with a hundred recipes you want google to have access to all 100 recipes so we’re going to talk a little bit later about how to get your pages ranked or indexed on google organic search so let’s move on to what is seo so sticking with our ice cream blog theme really seo search engine optimization really is the practice of increasing your pages that google has indexed up the rankings so the end result is we want all our pages to be ranked number one for particular keywords so if you want to be ranked for ice cream recipes well there’s certain things you need to do so that’s generally how it works we need to apply search engine optimization to increase a page for keyword we want to be found for so let me give you an example so let’s just say there’s a hundred students that participated in an essay competition and so the competition in this particular case is evaluated on the basis of is the content relevant are they using suitable titles for their essay do they have structure when they’re participating in this essay or talking about the essay and do they have a suitable synopsis and is the content neat and readable these seem all logical for an essay competition well guess what they seem logical for seo because that’s exactly how seo works it’s exactly all those points i just made mention about structure logic readability organization title all those things are what’s important in seo and so we need relevant content we need titles for our pages google needs to be able to see structure we need to have synopsis of what the page is about and that’s called a meta description and then again the content needs to be readable and that’s important and so in order to be readable again we’re going to talk more about site speed because site speed’s important okay and when we talk about responsive design when i say response to design that means your site your page needs a load both on desktop and also on mobile and so all these things are important just like an essay competition google is the judge and they need to be able to determine what page is best to rank number one number two number three etc on google search and then link building remember i mentioned link building a moment ago well link building internally and externally also plays a vital role and so we’re going to talk about that a little bit later in the class when we talk about off-page seo how does google rank website and basically google follows three basic steps to rank a website they need to crawl your website they need to take what they call back to their servers and when they take it back to their servers your web pages they need to you have them available for indexing so when somebody actually types in a keyword into google.com it’ll be available to be found on organic search so that’s what indexing is all about and then google’s job when somebody does type in a search query is to basically rank the those pages that they’ve indexed from number one to infinity depending on how many pages are relevant to that search query so really it’s about crawling indexing and ranking so crawling is simply a process done by which google has bots and what these bots do is they go to your web server and they’re going to crawl every page that they can find and how do they find these pages well they basically follow links you might have heard the term spydering but that’s what they call search engine spidering so basically what google’s doing is they’re building a web so to speak all the links that they’re following and so when they can follow all these links on your website they’re going to be able to crawl them and when they crawl them basically they’re going to take that content and store it on their servers so it’s available in their index so based on this method google finds out which websites have relevant content and which ones don’t based on certain keywords that are typed into google because if they can’t crawl your website you’re not going to be found and if you can’t be found they’re not going to show up for relevant keywords so we need to make sure your site’s available to be crawled and we’ll talk about that a little bit later okay but let’s show you an example so let’s just go to google search and if i type in the keyword simply learn okay i could see i have one million ten thousand results okay and that’s how many results are showing up for simply learn okay now they may not all be simply learned pages but nonetheless simply learned is ranked number one here organically and there are 1 million 10 000 pages related to the keyword simply learn now when it comes to organic search we don’t want to get it confused with paid search so anytime you see paid search you’re going to see something that says add next to it okay so we could see that there are paid ads here but when it comes to organic search those are generally below paid ads and so that’s where google counts the 1 million 10 000 results and so that’s the whole idea behind crawling and indexing google is able to cross simply learn’s website and based on all the pages that they gather they’re going to make those pages available in organic search so if you type in a keyword and your web page is not available for indexing then you’re never going to show up for that keyword so that’s why it’s important to make sure your website is available for crawling and indexing and so when a user types a query on search google search the most relevant websites that are in google’s index are going appear in the search results so in the example i gave was simply learn well simply learn is the brand name of the company simply learn

so there’s a lot of relevancy there so that’s why you see simply learn show up here organically number one like we mentioned about what is seo and why seo we talked about that user experience so there’s a lot of factors that go into ranking relevancy being one of them so in the simply learn example simply learn is relevant to a lot of the simply learned pages because that’s who they are simply learn however simply learn also needs to make sure that you know for their pages the page load time is fast meaning these pages load very fast for the end user and google also takes into account other factors like how long someone is staying on a website or are they bouncing meaning are they going to one page that they land on and then leaving the website okay and so the user experience is very very important there are other factors also like language and location and so for example location if you do a search say in india the results are going to be a little bit different than say the results in the united states why because google is indexing as many web pages as they can find so if somebody’s doing a search in india their results may be a little bit different than the results show up in the us because google has different bots and these bots are crawling different pages at different times and so google’s index is updating continuously but it’s not real time syncing so if you do a search in india you may not see exactly the same thing because both search engines the google and india and the google in the us are may not be exactly synced up so an example would be you know if you’re looking for cafe so if you search a cafe and say san francisco you’re going to see different results now if you do a search for cafes in mumbai you’re going to see different results there’s going to be local search here at the top there may be some paid search but again you may see different results because one location but two google search engines in india and united states google.com aren’t exactly synced up exactly at the same exact time you do that search so location is important language is important and relevancy is important along with user experience so all those are important factors in how google ranks websites okay so we’re going to talk about the types of seo now so if we want to rank for a particular keyword on google we’re going to have to apply search engine optimization and so there’s two strategies to search engine optimization on-page seo and off-page seo so first we’re going to talk about on-page seo so on-page seo is nothing more than optimizing your own website and so when we say optimizing your own website there’s certain elements on your website and on your web pages that we need to take into account and so some of those elements are headers meta descriptions title tags linking so all of those elements are something we can control as an end user who wants to rank our web page and our website on google and before we do anything with our website the first thing we need to do is understand what keywords we want to rank for in order to understand what keywords we want to rank for we need to do keyword research and if you do anything in seo keyword research is the most important activity that’s the most important thing you can do for seo and why do i say it’s the most important because you need to understand if you choose a keyword that you want to rank for you need to understand how much traffic you’re going to get from that keyword if you’re ranked organically say number one on google so how much traffic will you get if you’re ranked number one on google so you need to understand what the volume is and then number two we need to understand what the competition is for that keyword that you want to rank for so if you choose a keyword and there’s not much competition for it then chances are you can rank for that keyword for a web page on your website quicker than say a keyword that has a lot of competition so we need to understand those two basic factors volume and competition before we choose a keyword and it’s it’s simply the practice of going through the motions of getting your volume and getting your competition data so you can choose the keywords you want and then once you choose the keywords you want then you can go and apply on page seo you can change the title tag the meta descriptions the headers all those elements can be changed but first you need to choose your keywords and so again the primary components we’re looking for are how much traffic you can get or the search volume how much competition there is for that keyword and of course relevancy okay you need to be able to choose a keyword that’s relevant to the web page you’re trying to rank for and so let me show you example how to go through this so the first thing we want to do is we want to use a tool and the tool i would recommend is google keyword planner and why do i choose google keyword planner because if we’re trying to rank on google.com or google search engine we want to be able to get the data right from the source so google’s going to be able to give us information about how much volume a keyword has and how much competition it has so let me show you an example so if i want to use google’s keyword planner and i want to rank for the keyword how to become a digital marketing specialist then i’m going to type that keyword into google’s keyword planner and what google is going to do is they’re going to give me some trends about how much volume this particular keyword gets over the course of a year and so for that particular keyword i can see that there are trends that that appear for both desktop and mobile so mobile is important because people start their search process a lot of times on their mobile device so we want to be able to get data from mobile as well as desktop and so we could see a trend here that for each particular month over the last 12 months we can see how much volume this particular keyword how to become a digital marketing specialist gets per month and so on average on average over the past 12 months i could see how to become a digital marketing specialist is averages 30 searches a month and this is on google.com and so google gives us the volume what they also give us is the competition and so here i can see google says for that particular keyword the competition is medium and so in the google’s keyword planner what they also do is give me other relevant keywords that i might think about optimizing for because you don’t want to optimize for just one keyword so how to become a digital marketing specialist they’re going to also offer up other types of keywords that are relevant so just digital marketing specialist social media marketing specialist so for those keywords i can see the volume so for example digital marketing specialist i can see the average volume is 1 000 per month on average of the last 12 months i can also see the competition is medium but for some other keywords i can see the search volume being high like digital marketing course at 2 900 per month but also the competition is high and so what i would recommend as a best practice is to collect all your relevant keywords okay and put all your relevant keywords in a spreadsheet and when you put all these relevant keywords in a spreadsheet you want to get the data on those keywords and the data i’m referring to is the volume and competition so in this case we have volume from google planner google’s keyword planner and i have competition from google’s keyword planner and so if i go into a spreadsheet and i put all that information in here i’m going to be able to see the volume and competition and so that’s important however one thing to note here is that google’s keyword planner if we go back just gives us low medium and high and if i want to compare numbers to numbers maybe i want to be able to get exactly the competition number for the keyword how to become a digital marketing specialist what i can do is go into google and i can type in that keyword so if i type in the keyword how to become a digital marketing specialist i can see there’s 76 million results so i could see 76 million results 76.1 actually and for the keyword how to become a digital marketing specialist now that’s a whole lot of results for this particular keyword especially when the volume is only 30 uh per month on average and so what i want to do is get a more clear picture of the competition and so what you could actually do is type in the syntax all in title and then colon and then your keyword how to become a digital marketing specialist and when i do that i get a different result here i can see only 136 listings for how to become a digital marketing specialist but that’s not just 136 that’s 136 with that particular keyword that we want to rank for in the title tag okay so the title tag is what you see when you type in a keyword or search query in google search and the title tag is what you see at the top of every search result and so now i can see i typed in how to become a digital marketing specialist with the all in title syntax and now i can see every listing every one of these 136 results have that particular keyword in it so i could see every one of them how to become a digital marketing specialist and why is that important because now that tells me i only need to climb over 136 listings to rank for that keyword how to become a digital marketing specialist and so the idea here is you want to get your volume from google’s keyword planner but you want to get your competition from google search and again that’s simply typing in the the syntax call and title and then your keyword in this example how to become a digital marketing specialist once you get those two numbers you’re going to plug them in to your spreadsheet and then once you do that for number of different keyword queries and these keyword queries again have to be relevant once you do that then you can go in and pick the keywords you want to optimize for and that’s important because again if you’re not sure about a keyword then you want to do the keyword research so you can be sure of how much traffic you can get and how much competition there is those are two important three important factors in starting the process for on-page seo so again you want to create content for say a keyword like digital marketing but digital marketing may seem a little bit broad so you want to probably stay away from broader keywords because broader keywords tend to have a lot of volume which is great but they may also tend to have a lot of competition but that’s the whole point of doing the keyword research maybe it doesn’t maybe there’s more volume than competition that’s what you need to find out when you do the keyword research you need to find those keywords that are relevant to your content that have a lot of volume and low competition and then once we identify those keywords then we are free to go in and start optimizing our web pages for those keywords and the first place we want to start is the title tag so if you remember my example going back here to our search how to become a digital marketing specialist we saw that every one of these listings had that keyword in the title tag and the title tag is important because that’s what users who use google search see first when they type in a query and get results so they’re going to see the title tag so the title tag is the most important element for on-page seo it’s the most important factor because that’s what people see and so ideally when we choose our keyword we want to make sure that keyword is in the title tag because that’s what shows up in google search and that’s what makes that particular web page relevant for that keyword query so the idea behind a title tag it’s between 50 and 60 characters and so we want to make sure we stay within that limit no more than 60 characters because what happens if it’s beyond that then google will truncate the title tag so if i go back to my search you can see here on this particular title tag google truncated it meaning they added the ellipses after the title tag because it exceeded the 60 character limit so you want to stay within those character counts and so the title tag is the first place you should start when optimizing your website because when we have the right keyword in the title tag and somebody types in that keyword then chances are it’s going to be relevant they’re going to see it and they’re going to click through to your website and that’s the whole idea behind ranking we want to get clicks so that’s how the title tag appears so when you optimize it you’re going to update the title tag and this is how it shows up it’s going to show up at the top of your listing okay and it’s going to be bigger and bolder than anything else google displays so the second thing you want to optimize is the meta description and the meta description is simply just a brief description up to 155 i would say about 155 to 60 160 characters but probably no more than that and so the meta description is nothing more than a summary of the web page itself so if i go back to my google search results i see my title tag and i see the page that this particular listing belongs to and underneath that is where i can see my meta description so in this particular keyword query how to become a digital marketing specialist i see the meta description an ultimate guide on how to build a career in digital marketing and the skills required to become a digital marketing specialist note that it’s a well-written meta description within 155 characters and it includes the keyword digital marketing specialist so we’re trying to rank for how to become a digital marketing specialist and here you can see become a digital marketing specialist so there’s a lot of relevancy between not only the title tag and the keyword but the meta description in the keyword so when you’re optimizing a keyword you want to start with the title tag but you also want to update the meta description because if you don’t update the meta description and you leave the meta description blank then you’re leaving it to google to add in copy that they deem relevant and so for on-page seo we want to take control of the copy and we want to optimize it for the keywords we want to be found for so the meta description is a powerful tool at our disposal it gives us more characters to work with it gives us more to talk about so for that particular page and so if the title tag is only 60 characters maximum it’s not a lot of information to try and get somebody to click so the meta description helps us in identifying what that page is about in order to get the click so the two working in tandem will hopefully increase your click-through rates so when you’re found organically we want to get the click and then the third element that’s important is the url and url stands for uniform resource locator and why is the url so important because that’s what people see so if i go back to my search result how to become a digital marketing specialist notice that the url also includes how to become a digital marketing specialist article okay so it’s very relevant the url is very relevant one we can see it in the search results but two you know it’s relevant to the keyword query and that’s important for the end user and google google wants to know hey is this the page that’s relevant to the user’s query and if it is then this user is likely going to have a good x user experience after they click on the listing so the url is an element that helps not only with the click-through rate but with ranking and having a poor url structure doesn’t help at all because not only does google not recognize the url as being relevant but the end user may not want to click on that page given the the way the url looks so you want to try and avoid a poor url structure so the rule of thumb is this if you don’t understand what the url is then google is likely not going to understand what the url is and so we want to try and keep our url structures clean and when i say clean ideally you want to make sure that whatever keywords you’re trying to optimize that’s the keyword that’s included in the url nothing included that is not understandable so again going back to our example how to become a digital marketing specialist it’s very clean the title tag is the keyword the meta description is cleanly written has the keyword and then the url is the other element that the end user can see and that url includes the keyword in it so after we’ve done those three elements the title tag the meta description and the url then we want to start optimizing the page itself so ideally when we say optimize the page itself the page remember needs to be structured and when we say structured it needs to be structured in terms of you know headers and subheaders and organized in a manner in which the end user can read the article read the content clearly and concisely without being confused and so that’s the job of headers they add they add basically an organizational structure to the content and with headers there’s a hierarchy so you have anywhere from h1 which is the top of the hierarchy to an h6 and so you’re free to use any one of those headers when building out a page in order to organize the content but ideally you probably want to stick with an h1 or an h2 because those are at the top of the hierarchy and what those do is they actually stress to google that hey this header with this particular keyword in it is important so if you use an h6 with the keyword in it it’s telling google hey this is an h6 but it’s not as important so an h1 and an h2 tag show importance and so let’s look at an example of what that is so here you can see an h1 is going to be at the top of the hierarchy so that means it’s going to be bigger and bolder then you have an h2 which is going to be bigger and bolder than an h3 but not as big and bold as an h2 so with headers not only are you organizing the content accordingly but you’re also signaling to google how important that particular header is and of course the header needs to include the keyword we’re trying to rank for so let’s take a look again at that example so if we go to how to become a digital marketing specialist if i click on that page i can look at the content and i can see that there are headers in here so the headers are there to organize the content and that’s what we want we want to be able to organize the content and if you look at the other example i’m showing here how to become a digital marketing specialist learning path explored you can see that’s an h1 but below it’s a subheader the growing digital marketing job market so that’s an h2 and so we’re not stressing to google that that’s more important than h1 but nonetheless we’re stressing at google that it’s important nonetheless so we want to be able to use headers we want to be able to use keywords in our headers in order to stress to google what’s important and also to organize the content because google likes content organized okay the next element we want to focus on is internal linking and so internal linking if you remember earlier in the presentation is basically links from one page on your website to another and so here we can see on this particular article how to become a digital marketing specialist there’s also links to other pages on simply learn’s website and so for this particular content it also links to seo specialist ppc specialist social media marketing specialist and digital marketing specialist so the whole idea behind internal linking is to link from one page to another where it’s relevant and in this case it’s relevant because we’re talking about how to become a digital marketing specialist that’s what the whole content is about and so what simply learns doing here is offering up other pages on their website that are relevant to becoming a digital marketing specialist and so this is a best practice when you’re optimizing a web page so you want to be able to have internal linking on your site and the whole idea behind internal linking is it also allows users to navigate through the site naturally so when i say naturally they don’t always have to refer back to the top navigation they can naturally and seamlessly go from one relevant article or page to another and so that’s the whole idea behind link building and internal link building it allows google to identify you know pages that they want to crawl and index because they’re linked to one another but it also helps the end user because it allows the end user to go from one page to another and it’s signaling to google hey this particular page is linked to this page so we’re going to also index that page and so that’s the whole important part of internal linking it’s about the end user experience and it’s about allowing google to find the pages on your website so they can crawl them and index them so you can be ranked for them and so also in addition to internal linking we want to be able to use natural language and so what do i mean by natural language or natural language processing so what google does is in terms of natural language processing they’re looking for the content and the keyword it needs to be relevant so when your website is about digital marketing you don’t necessarily want to rank or try to rank for the keyword digital marketing one it’s too broad two there might be some competition but three you’re probably not going to write something as broad like digital marketing so ideally what you want to do is you want to choose other relevant related keywords that’s going to be more natural and so that’s what we mean on natural language processing we want to choose keywords that are more natural to the content you’re writing so instead of the keyword digital marketing maybe we want to talk about the types of digital marketing or digital marketing examples or what is a digital marketing strategy or how to become a digital marketing specialist so those are all relevant keywords to digital marketing and more relevant to the content because if you try to rank for the keyword digital marketing again it’s probably going to be a little bit broad probably more competition and not as relevant to your content and as a result probably not a good user experience so think about some other keywords that you could optimize and rank for and that goes back to the keyword research that’s why the keyword research is so important because it allows us to identify other key words in the natural language process what keywords are more relevant for the content and then another element on page seo is the sitemap and so with the sitemap it’s basically a list of all the pages on your website and the whole idea of listing all the pages on your website in one document is it helps both users and search engines understand the structure of your website so there do two types of sitemaps one is an html map and that’s designed for humans so if you have a website with a lot of content at the footer or the bottom of your web page you probably want to have a link to sitemap so if somebody clicks on that site map they’re going to be able to see all the pages on your website structured in an organized manner well an xml sitemap and xml is just a different format it’s designed for crawlers and so the whole idea remember is google likes to crawl content when they crawl content they bring it back to their servers and index it and so we want to be able to create a site map for google or other search engine crawlers and so xml is the format so let me show you example of how that looks so if i go to simplylearn.com and simply type in say sitemap.xml just as an example i’m going to get this particular page and this particular page displays two xml sitemaps so these sitemaps are there for google to go ahead and crawl and nothing more than a list of all the pages on your website and so this is a quick and easy way for google to get a hold of all those pages so that they can index them and that’s the whole idea behind seo you want to be able to have google index all the content you want to be found for for the keywords you want to be found for so it all starts with the sitemap so let’s go from on-page seo which in recap is basically optimizing certain elements on your website so that you are relevant for a particular keyword and that meant updating the title tag the meta description the url the headers choosing the right keywords to put into the content having internal linking and also updating the sitemap well those are elements that you can do on your website so we’re gonna switch gears and talk about a different strategy off page seo because without on page or off page you can’t have a page ranking so the two work together so you can do as much as you want on on page but you still need off page seo and you could do all the off page seo you want but you still need on page so both of these strategies have to be in full effect in order for you to rank so let’s now switch gears to off page seo and so off-page seo is simply the process of linking or promoting your website using link building and so if you remember i talked about this earlier on there’s two types of links internal and external linking and so for on-page seo we used internal linking for off-page seo we’re going to talk about external linking and external linking allows us to improve our website’s recognition or relevancy or credibility and why do we want to improve our relevancy and credibility and trustworthiness and authority because we want google to know that our web page is trustworthy it is recognized by other websites and it is relevant for a particular keyword and so if we can do that using off page seo methods then google’s going to rank our web page for the keyword we want to be found for so it’s really off page seo is synonymous with link building and there’s plenty of opportunities to do link building it just comes down to creating a strategy so again some of the benefits to off page well we talked about you know being credible and trustworthiness and relevant we need to do that in order to rank but there’s some other benefits there so if we have a link on another credible website then it’s likely going to increase the traffic to our own website it also creates high domain authority and so what i mean by high domain authority is if we have basically links to other web pages pointing back to us then basically our domain authority is going to improve and when our domain authority improves other websites are going to want to link to us so the higher authoritative we are for our website then other web pages are going to want to link to us and so the more external linking we have the higher the domain authority so it all starts with linking to other high domain authority websites so linking to a high domain authority website for example having a link on wikipedia that points back to our web page creates high domain authority for us and it helps drive traffic so some of the other benefits of off-page seo are credibility so if we’re linking from wikipedia to our web page it does create credibility for us it also helps us increase our page rank so remember that external linking helps build domain authority helps build credibility trustworthiness and it’s going to in turn help us rank for that particular page and then certainly not last having a good off-page seo link building strategy increases our brand awareness because if we’re on other high authority websites wikipedia or say a social platform it’s going to increase our brand awareness and increasing our brand awareness increases our trustworthiness and so if somebody is looking to say become a digital marketing specialist then likely instead of typing in digital marketing specialists on google they may type in our brand name in this case simply learn and so these are all the benefits to off-page seo so it’s nothing more than having links on other websites that are pointing back to ours and again there’s lots of benefits its drives helps drive traffic and increases our authority so those are things that we want to take advantage of when we want to rank and the key behind off off-page seo or link building is always going to be content so from an on-page seo perspective having quality content allows that content to be optimized for relevant keyword and ranked but also from an off-page seo strategy having high quality content allows us to have other sites and it doesn’t necessarily have to be a website it could be a social platform or can be another blogging platform or blogging website link back to ours why because the content is original it’s natural it’s well structured it reads well and so that’s the whole idea behind off page you can’t have links on other websites if you don’t have quality content so one of the ideas behind off-page seo is not only do you want to create good content but you probably want to spend a lot of time or a bit of time on others websites so remember the example i used earlier in this presentation about having an ice cream blog and ice cream recipes well it probably wouldn’t be a bad idea to say spend some time on other blogs related to desserts related to cakes related to food in general related to vegetables or other items that people could link from so the whole idea is understanding who else is out there who has relevant content that you could share so you can share your content with them they can share their content with you and generally that’s how it works naturally anyway in the web sphere if somebody likes your content they’re going to link to it they don’t necessarily have to wait for you to ask them but it might not be a bad idea to understand who else is out there that has content similar to yours so that you can you know get a link on that particular website or blog post and so some other ideas behind having external links pointing back to your website is social media so social media is not just facebook or twitter but it expands beyond that there’s there’s core there’s medium there’s all sorts of content generated websites like reddit so the list goes on and on you just need to find what’s relevant for your content if it’s relevant for your content then it’s worth putting or trying to get the external link on that social media platform and then again going back to my ice cream blog recipes blog post yeah if you find a particular blog that you want to have an external link on there’s nothing wrong with reaching out to that particular blogger you know in some cases very flattering but in other cases if the content is relevant then why not it’s only going to help your end user experience if you add somebody who has a say a blog about cakes having their link on your blog post so there’s nothing wrong with it because it also adds to the user experience and if you’re going to ask somebody to put an external link on theirs you might want to be open-minded and make sure that you’re are able and willing to put an external link on your blog post or website pointing to their content that’s how the web works especially if the contents are quality relevant and of good nature okay so let’s move on and finish up with the do’s and don’ts of seo so we talked a lot about why seo what is seo you know how do we rank for seo what is on page seo what is off page seo and so let’s just wrap up with some of the things you again want to do to rank your page for a particular keyword and some of the things you don’t want to do so the first thing on the list is optimize for white hat techniques and what i mean for opting in for white hat techniques is basically everything i just mentioned today you want to do keyword research you want to choose a natural language processing form format so you could choose keywords that are going to be relevant natural to the content and you don’t want to opt for black cat techniques and black hat techniques are probably not even worth going into detail but one example is choosing a keyword arbitrarily like say digital marketing and just stuffing that keyword into the content so that’s probably not something you want to do because again it’s not going to be good for the end user so stay away from black hat and focus on some of the techniques we talked about in today’s presentation the other do we want to do is get backlinks from relevant sites so that’s off-page seo again it’s what i mentioned earlier it’s about linking your quality content to another person’s website that also has quality content we don’t want to have a backlink from an irrelevant site why because it’s not going to be relevant and it’s also going to hurt our authority because if it’s on a site that’s not of good quality then google is going to look at us and say well this site is linking to your site but it’s not relevant so therefore you know we’re not going to look at you in the same way as if you were on a quality website we do want to use our keywords naturally because title tags are what people see first on organic search but you don’t want to use the same title tag on every page of your website so we want to stay away from doing that so you want to have a unique title tag for every web page on your website and ideally what does that mean that means using our keyword research to choose one or two keywords for page and optimizing your web page for those one to two keywords so you ideally what you want to do is have one or two different keywords for every page on your website we definitely definitely definitely want to write engaging content so the content should be engaging remember user experience we want users to stay on our website we want them to enjoy the content that they’re reading and we want them to go from one page to another naturally we definitely don’t want to leverage or plagiarize or just copy content from others websites because it’s not one probably going to be relevant to what you’re writing about two it’s duplicate content and it’s somebody else’s so that’s a black cat technique we want to stay away from i can’t emphasize this enough we need to do keyword research first before you do anything else you need to find relevant keywords and not only that you need to understand the volume and the competition for each of those keywords okay you don’t want to choose a keyword that has low volume high competition you want to choose a keyword that has high volume low competition but above all you want to choose keywords that are relevant to your content we want to avoid keyword stuffing so don’t take a keyword and just stuff it everywhere on the page it’s not going to be natural and google’s going to be able to pick up on that so we want to maintain some level of quality with our content and quality with the keywords that we choose so reminder when you have quality content it’s always going to link internally to another page on your website with quality content but it’s got to be natural and don’t just build site-wide backlinks meaning don’t just have an internal link to the home page or don’t have every page on your website linking to just one page so internal linking should be natural naturally linking from one page to another not only does it help google understand and crawl all the web pages on your website but it’s good for the end user it’s good user experience and certainly last but something i didn’t talk about it does take time to rank your content so remember the process you’re going to write your content you’re going to choose keywords you’re going to change the elements on that page for those keywords and all the while you’re going to make sure google can crawl that content and when they crawl they’re going to index it the process takes time especially if you choose a keyword that’s competitive so just be patient if you have quality content and you’ve optimized for on-page seo and off-page seo then you will rank for that keyword and then make sure your website’s user friendly and mobile friendly so we talked about responsive content earlier so remember most users today start the process of search on mobile so we want to make sure your websites are mobile friendly search engine optimization starts with the keyword because we want to be found for relevant keywords and so the first step and search engine optimization is always going to be keyword research so it is the most important step and so what is keyword research all about well process of identifying keywords we want to be found for on the search engines so millions of people use search engines on a daily basis we want to be found for those keywords that people type in that are relevant to the content we want to be found so going back to the italian restaurant example if we’re writing a blog post about italian restaurants if somebody types in the best italian restaurants or italian restaurants in a specific city we want to be found for that content if it’s relevant to what we wrote about so keyword research should be done based on two factors really it’s based on the factor of how much traffic or volume a particular search engine query has and it’s based on competition and really the underlying factor here is that all keywords in your keyword research should be relevant so you need to understand what those keywords are so are they relevant to the content that you want to be found for if they are then really the two factors you want to look for is the volume how much volume or traffic each keyword has associated with it and then the competition how many other websites are trying to be found for the same keyword so those are the factors involved with keyword research you always want to choose relevant keywords and then once you find or choose those relevant keywords you want to be able to find out exactly how much volume and how much competitions associated with each of those keywords and so when you look at keywords you’re always going to choose relevant keywords but there are two types of keywords there are short tail keywords and they are long tail keywords and we’re going to talk about both of these here so let’s start with short tail keywords so short tail keywords are generic keywords generally they’re less than three words in a keyword phrase for example italian restaurants so short tail keywords generally have very high search volume that means that if somebody types in italian restaurants then there’s going to be a large amount of volume with that meaning that generally a lot of people type in the keyword italian restaurants however with high volume always comes high competition so if you want to be found for italian restaurants know that you are ranked number one or number two or even on page one of google you’re going to get a lot of traffic however to get to page one of google or even position one or two it’s going to take you a while because there are probably a lot of websites who are in front of you who want to be ranked and found for the same keyword so the whole idea with short tail keywords is it’s a lot of visibility it’s a lot of traffic a lot of volume but also a lot of competition and generally the underlying factor here is that if you are ranked for a very broad or short tail keyword like italian restaurants then chances are it’s not going to be as relevant so if you get the traffic to your website then chances are the conversion’s not necessarily going to happen because we don’t necessarily know the mindset of somebody typing in a very short tail generic keyword like italian restaurants they could be doing research on italian restaurants they could be a chef who’s trying to get recipes for italian food it could be a tourist looking for italian restaurants in a different city or it could be a person just looking for italian restaurants near their location or where they’re living and so there’s a lot of different factors with short tail keywords so you just don’t know because it’s so generic and because it’s so generic if you do get the traffic for that generic keyword then the chances of the conversion are going to be lower than say if it’s a more specific relevant keyword so let’s take an example of a short tail keyword let’s just stick with italian restaurants so i’m going to go to a tool called moz and well moz has a tool called the keyword explorer and within moz so if you go to moz.com and then use the keyword explorer you can get an idea of how much volume and competition are associated with a particular keyword so in this example we’re using italian restaurants it’s a very broad keyword we could see that the monthly volume is between 70 000 and 118 000 per month okay so that means for a particular keyword in the united states on a search engine you’re going to get about 70 000 to 118 000 people who type in that keyword and so if we were to look at the difficulty of that keyword you could see that it’s fairly difficult because out of 1 to 100 it’s got to score 43 so it’s fairly difficult however if you notice the click-through rate’s very high so moz estimates that we’ll have a 40 organic click-through rate for that keyword if we’re ranked for it so if it’s relevant to us and we want to get some visibility to our site then yeah we want to use that generic short tail keyword however if we’re interested in conversions then we really want to turn our attention to longer tail keywords however if you want the visibility then you want to use short tail keywords if you want the conversion then you want to switch over to longer tail keywords so longer tail keywords are more specific they usually consist of more than three keywords so tie in restaurants very generic if we add a few more keywords that keyword phrase it then becomes longer tail so compared to short tail keywords longer tail keywords are generally less competitive and the search volume is not as high case in point so if we go back to moz and then we look at the keyword explorer and we’d actually type in italian restaurants and let’s just say orlando florida moz is going to generate some monthly volume for us and they’re going to allow us to understand how difficult that keyword is and so here you could see very very little search volume in fact so little volume there’s 11 to 50 okay so that means on average that this keyword generates 11 to 50 queries a month so very low compared to our short tail keyword italian restaurants the difficulty here didn’t necessarily lessen but it is less uh so if you’re interested in conversions and you have an italian restaurant in say orlando florida then this is the key word you may want to use so there’s a trade-off between longer tail and shorter tail but when visitors land from longer tail keywords they’re usually ready to make a purchase they’re usually more specific intent there’s more intent involved with a longer tail keyword so best restaurants in the top in florida branded shoes in florida something very specific is going to generate probably a higher conversion rate than something more generic so that’s the trade-off and so when to use long tail keywords well we want to use long tail keywords if we’re targeting pages with a product or specific article so if we’re interested in that particular conversion then longer tail keywords are likely more the way we want to go versus something more generic which means if you’re using a generic shorter tail keyword you’re more interested in the visibility and the traffic not necessarily the conversion how does a search engine work so let’s talk about that for a minute so we know that millions of people use search engines we know that we want to be found on search engines but how do we actually get our content in the search engine so that’s the important part that we need to understand if we have our own website and we have our content so these search engines want your content in their search engine index so how do they get your content well they send out bots or files and we’ll just call them spiders so they send out these spiders to crawl your website and the whole idea behind using the insect spider is because we’re talking about the world wide web and so if google for example sends a bot to your website they’re going to crawl your website in spite of your website they’re creating a web of pages so all they’re doing is following link and every page and link that they hit they’re going to bring back to their server so these spiders scan your websites they just follow links and they take all the pages and content that they’re able to gather when they hit your website and they’re going to pull all that information back into their own index so if you think about google they’re crawling or spidering millions and billions of websites all those millions and millions of websites are sitting on google servers so when somebody does do a search query google because they have all these websites in their index are able to quickly determine which website is the most relevant for that search engine query so that’s generally how search engines work so let’s talk about the types of seo so if we want our website to be found on these search engines and google or the search engines have crawled our website then what we want to do is we want to basically look at it from a two-pronged perspective it’s a two-pronged strategy so the first strategy we’re going to talk about today is on-page seo so those are on-page seos defined as what we do on our website to be relevant for search engine query on a search engine so again on-page seo is what we do to our own website off-page seo is the other the second part of that seo strategy and off-page seo determines what we do off our website to be relevant for search engine query and so off-page seo generally is synonymous with link building and we’ll talk about that a little bit more as we go forward but really when you want to do seo when you want to be found for a keyword on a search engine you’re going to have to apply both on-page seo and off-page seo so let’s talk about on-page seo and so this is the first part of our seo effort we want to focus on on-page seo first and so on page seo is the method of optimizing elements of web pages remember these are all the items we want to do on our website to be relevant for certain search queries so it’s basically the idea behind this is to make our web pages more relevant for specific search queries on search engines and so there are a number of different elements on our website on a particular web page that we want to manipulate or optimize if you will to be relevant for search engine query and so let’s start around the idea that you know you there’s a number of things you can do so let’s start with schema first and so schema is nothing more than it’s a collaborative effort between bing yahoo baidu google and the idea is really they want to understand more about the content of your website and so the idea behind this is that you want to be able to provide snippets of information to these search engines so they understand a little bit more about what your web page is trying to portray or convey so that they can find out exactly what’s relevant to that search engine query so it’s nothing more than micro data or bits of information that you can add to your website or web page in order to provide a little bit more enhanced information to the search engines so if you think about it’s collaborating with the search engine so the more basic information you share with the search engines the better off they have to understand what your web page your website is all about and so the more information they have the better of an opportunity you have to be ranked for that search engine query and so if you have a website with reviews if you have a website with images if you have let’s say a website with products with prices in other words you have an e-commerce website and you’re trying to sell products well to me you want to employ schema because again schema is snippets of information that are provided to the search engine so they can better understand so you can certainly provide snippets of information in the terms of images or prices or particular products and how much is left in stock so all this information these bits of information you can provide to the search engine so that they can better understand what it is you’re trying to sell how much it cost how much is in inventory what people think about the product etc so if you have a website that sell products you probably want to employ schema and so when you do employ schema again snippets of information provided to the search engines the search engines are going to better understand and then they’re going to present that information in the search engine results so if you have ratings and reviews you can provide snippets of information to the search engines the search engines in turn are going to present that information in the search engine results so if you have positive reviews then somebody typing in in this example shoes they’re going to be able to see that you have positive reviews for your website so that’s the whole idea behind schema is to provide snippets of information so again it’s not just related to reviews also for images so if you have images you can provide snippets of information to the search engine so they can see you know what the shoe actually looks like when they type in in this example puma shoes or like i mentioned inventory snippets of information about your inventory the search engines are going to provide that information search engine results so if somebody’s looking for women’s training shoes or women’s puma shoes and they see your product and they see oh this is in stock great let me go to this website and purchase these shoes so that’s the whole idea behind schema is making sure you present information critical to your website so that the search engines better understand what your website’s all about it also helps with relevancy because the more those search engines know about your website the more relevant your website becomes and the better chance you have to rank for a particular keyword there’s also some other information here involved with schema and those are site links so site links additional pages on your website okay that show up in the search engine result and so again the more information a search engine has about you the better chance you have to be found the better chance you have to get a click so site links are just additional links on your site that appear in search engine results and that’s all a benefactor of having schema so here you can see in this example we have additional web pages that show under a certain search engine result and so by having more links in the search engine results you have a better chance of getting the click so if you want more information about schema i would recommend going to schema.org so when you go to schema.org you can actually click on a link that allows you to see all the information you need to get started with schema.org okay so it’s got a lot of information available to you it describes what it is you have to do in order to get your information and set for the search engines to better understand focus on for on page seo is title tag and so title tag is what shows up in the search engine results so if you’ve ever done a search engine query meaning you’ve gone to google typed in a query using a keyword like italian restaurants you’re going to see specific search engine results and the title tag is what appears in those search engine results so a title tag is important because it’s the title of a web page that appears in those results and so the title tag is something that’s important because if we want to be found for a specific keyword we want to make sure that keyword is in the title tag because that keyword is going to describe what the page is all about and so if we want to be found for that keyword let’s just say italian restaurants in florida for example that’s going to be part of our title tag so when somebody types in that particular keyword query italian restaurants in florida then we have a good chance of showing up because the title tag which is the title of the page is going to have that particular query in it and so you can edit the title tag and when you edit the title tag you want to be able to put that particular keyword in the title tag so if we do a search on google for example so if i go to google.com and i type in italian restaurants in florida here i can see under the local search results and here i can see italian restaurants in florida central florida italian restaurants and miami so you can see that these are highlighted so the title tag is not only stands out but allows you to you know showcase exactly what your page is all about and it helps with the relevancy of that keyword query so when you’re trying to optimize your website using the title tag for specific keyword you want to keep in mind a couple parameters because title tags show up in the search engine results but certain search engines particularly google has character limits around the number of characters you can use in the title tag and so we want to keep that in mind so ideally we want to format our title tag appropriately and so to me the most optimal way to optimize a title tag using a particular keyword that you want to be found for is to use that keyword in the title tag and then separate that with your brand name so if you actually have two keywords then you can use the primary keyword first then the secondary keyword and then the brand name so to me this is the most optimal format but keep in mind there are character limits but if you look at this format to me it’s the most easiest format to abide by because it makes your title tag more relevant you don’t have to worry about necessarily fitting in excess keywords in the title tag because again the title tag is character limits so if we take a look at our example in google search results if you go over those limits and the title tag is generally between 60 and 65 characters long and so if you go over those limits let’s just say your title tag is more than 65 characters google in this case is going to cut off the characters and so here you can see the ellipses after the title tag now if you follow the format that you know we at simply learn recommend you could see if our keyword is italian restaurants in florida and then separated by the brand name this gives you an optimal format for the title tag it also makes it relevant for the keyword query so you want to keep that title tag probably no more than 60 characters because if you flirt with putting more than 60 characters then the search engines are going to cut off that title tag and then that’s not going to look good and it’s going to also become less relevant so we want to keep the character counts in mind so if you abide by that format of the keyword and then maybe the secondary keyword if you have one separated by the brand name then you should be good to go with making sure your title tag is relevant for that keyword query so let’s then turn our attention to the meta description so the meta description is just a short description about the content on your web page so if the title tag is the title of the web page the meta description describes the page okay so it’s a description about what that page is so the meta description appears under the title tag and then the url so if we go back to our google search results we look here at italian restaurants in florida maggiano’s little italy is the brand or the restaurant we could see the url which is underneath the title tag and then here we could see the meta description and so with the meta description you have a little bit more room to work with in terms of character count but the meta description just like the title tag is just as important because one it shows up in the search engine results two it describes what the page is all about and three it allows you to optimize the meta description so the meta description becomes more relevant for that search query that somebody types into that particular search engine so the optimal length for a meta description you can go up to 300 characters but i would not even recommend even flirting with that limit because just like the title tag search engines in the case of google will actually cut off the meta description so if we look here back at our search results if you go over those limits you’ll see that the search engines will cut off the copy of the meta description with and they’ll just put ellipses so we don’t necessarily want to go over those lemons so my recommendation is to keep that meta description probably 165 characters to to no more than 200 because we’re trying to describe not only what the page is all about but we’re also trying to optimize that meta description so it becomes relevant for the search engine query and so you want to keep it short and concise so if we look at our example here italian restaurants in florida magiano’s does a good job it’s a book and event space make a reservation at maggiano’s in florida to enjoy delicious view maps menus and more so very concise meta description it includes their keyword query that they want to be found for italian restaurants in florida and so to me it’s short and concise describes what the page is all about and uh allows them to fit it all in within the character limits so here in this example we want to be found for amazon puma shoes so the brand here is amazon so amazon wants to include puma shoes not only in the title tag but they want to try and fit that into the meta description however the whole idea behind the meta description more than anything else is describe what the page is all about okay you want to be relevant for the search engine query but you also want to sound natural as well you want to be able to really the whole idea between the title tag and amount of description is to get people to click on your link because remember there are nine other listings on the google search engine results page for page one so we want our meta description and our title tag to stand out so we want it to be relevant but we want it to stand out so it’s important you write that meta description according to what the page is all about but you want it to stand out uniquely and accordingly so once you’ve done the title tag and the meta description you want to focus your attention on the header tag and so header tags are used on a web page to really separate out content and so you have headers and subheaders and so ideally you want to be able to optimize the header tag and the subheader and so if we think about headers there’s a hierarchy for headers so there’s between a header one and a header six and so we’ll just shorten the word header and we’ll call it an h1 so h1 is really at the top of the hierarchy for headers and so if we use a h1 on our web page then what we’re trying to explain to the search engines is listen this particular keyword phrase in our header is is a header and we’re empha we’re trying to emphasize what it is we’re trying to say and that’s how really the search engines interpret headers they see an h1 h2 h3 h4 h5 and h6 they know that if you’re using an h1 you’re trying to really emphasize something so if you put that keyword in the header tag what you’re telling the search engines is hey i’m really emphasizing this particular keyword and so the search engine will interpret that as important and if you use your keyword in that header then really what you’re saying is hey i really this keyword is really relevant to that query so naturally the other benefit of a header is it really breaks up the page as well so the header you can use subheaders and subheaders are nothing more than say a lower h tag so if you have a header that’s an h1 you can use an h2 and h3 as a subheader and so forth and so on because what you’re really trying to do is not only organize the content on your web page but you’re trying to emphasize that for google so if something’s an h2 or an h6 you’re basically telling google or the other search engines this is not as important as say in h1 so if we take a look at our example that we’ve been using for italian restaurants in florida and if we click on magianas we could see that they’re using headers so if we click on maggiano’s we could see that this is a header here we want to bring everyone together at maggiano’s italian restaurant in florida so they’re using that header to break up the text here you can see they’re using another header here excellent italian food and an excellent experience to match so that’s a header to break up the content okay they’re not using subheaders they’re used using headers but that’s fine they’re really trying to emphasize the content by putting in that header and so headers help not only organize the content but they help emphasize the actual keyword it is you want google to recognize so if we’re not sure if something is a header we could simply just mouse over what we think is a header and we can just right click and if you right click on something you’re going to see a menu and if we click inspect element then basically what that browser in this case firefox is going to do is show us the html of that particular thing of that item that we right clicked so here we could see in this particular case this is an h2 tag so it’s an h2 so if we scroll down and we mouse over this we could see this is also an h2 as well so this particular page is using h2 tags not h1 but in h2 so what they’re explaining or trying to convey to the search engines is listen this is an h2 it’s still relevant we’re still trying to put emphasis on it but not as much so we want to be able to use our h1s and our h2s accordingly so remember in h1 is you’re providing the search engines with information by telling them hey this is the most relevant this is we’re putting emphasis on this keyword and h2 nuts as much as an h1 and an h3 not as much as an h2 so use your headers accordingly uh not only just to break up the text not only for styling but for emphasis for the search engines so headers are very important elements for on-page seo okay let’s turn our attention to the url structure okay so url stands for uniform resource locator and so our url is the specific location of a web page on the internet so basically if we’re found in the search engine results one of our web pages are going to go along with the title tag and the meta description in the search engine results page so if i go back to our search engine results for italian restaurants in florida we could see that the particular url in question here is locations.magianos.com florida so that’s the url that shows up along with the title tag in the meta description so if we click on that link that’s exactly where we’re going to go so url structure is important

for on-page seo so why is it important because not only does it show people where they’re going but we have an opportunity to optimize that url for the search engines to make our url more relevant for that search query so just like the title tag just like the meta description just like the headers we can also manipulate the url so if we look at a url it consists of really the protocol and the protocol means it’s either a secure site or non-secure site so in this example we could see it’s https and that means it’s a secure site and so ideally search engines like web pages or websites that are secure so after the protocol you’re going to see the domain and then after the domain you’re going to see subdirectories okay so that’s generally the breakout with url structures you have the protocol the domain and subdirectories and then you may have more subdirectories so if we go back to the example we’ve been working with if i go back to maggiano’s you can see here this is a secure site https you could see the domain in this case it’s actually a sub domain so magianos.com is the domain but they decided to put locations.magianos.com and that’s okay we call that a subdomain and then here you can see they have one particular subdirectory after the domain and that’s florida so a well structured url not only provides the users with information about where they’re going when they click on your link in the search engine results but more importantly it also provides the search engines and some information about what the web page is all about so going back to our simple example with maggiano’s the search engines know that hey if somebody clicks on this link they’re going to a page about florida pretty simple the url structure is pretty simple to understand we know it’s a secure site we know it’s maggianos.com and we know the subpage is florida or the subdirectory is florida you want to be careful like everything else since and seo there are parameters just like the title tag has parameters up to 65 characters the meta description tag has a limit of up to 165 characters a well structured url also has character counts but the idea here is we don’t want to get into numbers when we talk about character counts for url structure really the rule of thumb or the best practice for url is to keep it short and understandable okay if we keep it clear and concise not only does the end user know where they’re going but the search engines know what the page is all about so the rule of thumb is always if you don’t understand the url or what it means then the search engines are likely not going to understand what the url means we want to keep the number of directors and subdirectories to a limit so ideally here you can see in this example xyz.com if we want to optimize that url we could put the targeted keyword in the url if we’d like to but we want to keep it probably to a minimum of one to two subdirectories the shorter this the amount of subdirectories the better off we are because that means that not only the end user will understand the url but the search engines will understand the url as well so we always want to make sure that url is readable again for the end user and the search engine and so in this example you can see amazon.com slash men’s shoes slash sneakers slash puma very easy understand as an end user i know that i’m going to a puma page uh for men on amazon.com now when you get into urls with dynamic parameters in them then ideally you as an end user is not going to really know where you’re going to go so in the example here the middle example i can see that i’m going maybe to a shoes page but i have no idea what the rest that url means and in the other example where you have a very low url readability i have no idea as an end user where i’m going to go so as an end user i need to be able to have confidence in knowing where i’m going to go once i click on a link in the search engine results so if i don’t have that confidence if i don’t understand what the url is then you then the search engines aren’t going to understand as well and it’s not going to bode well in terms of relevancy and again the url structure is important factor for being relevant and if we’re not relevant then the chances of us are ranking higher is not going to be as good because our url is not readable so ideally what we want to do is make sure we’re using keywords that the end user and the search engines understand and if we need to separate out those keywords in the first example we could see men’s shoes we want to separate that out with a hyphen and so ideally if you have a url that’s readable and it’s short and concise then again your chances of ranking higher on the search engine results page bodes better than if you have a very long antiquated unreadable url so let’s focus our attention on image alt text or alt tags if you will so alt tags or text tags as they’re also known as allow uh the search engines to understand a little bit more about what’s on the page in terms of images so images are a prominent part of every web page on the internet unfortunately images are you know usually files that are not readable by search engines so we want to be able to provide some alternate text so that the search engines understand what those images are all about so again it gives us an opportunity to communicate with the search engines so that they better understand what the image is all about to make the page more relevant so generally if an image fails to load on a web page as an example well if you have an alt tag then the alt tag is going to show in place of the image not loading more importantly if we have an alt tag and the search engines have spidered our website and somebody’s actually searching for images then the alt tag is used as a descriptor for the image so it also helps us get found for the images on search engine results pages and so like everything else we’ve talked about with on-page seo there are character limits to all tags you know generally the rule of thumb is 125 characters for an alt tag and the alt tag is used in the html so we want to surround our image with an alt tag by putting in a descriptor and so ideally if you’re trying to be found for a particular search engine query then you want to use the search engine query as part of the alt tag and so let me show you an example here going back to maggiano’s if we look at their web page and we actually inspect one of their images on this web page if we look at for example a pinterest or facebook we can actually see in this example that the image here has an alt tag it’s pinterest and so you want to be able again to put in all tags for all your images so it better communicates with the search engines what the image is all about it also allows the search engines to rank images in the search engine results based on that alt text and what the keyword query was so all tags play an important role because again if the image doesn’t load on the web page for some reason then the alt tag is there as a replacement it’s also there to help the search engines rank those images and understand the page a little bit better so you always want to be able to put in the keyword query that you’re trying to be found for in the alt tag and so be as descriptive as possible you have 125 characters to use so b is descriptive make it easy to read because again this is what’s going to show up in the search engine results pages for images okay let’s turn our attention to internal links so when it comes to seo internal links also play a vital role because basically an internal link which is a link from one page of your website to another page of your website um allows google to or other search engines really to follow the pages as they index your entire website so it serves that purpose of allowing search engines to index so it definitely improves the indexing but internal linking also has many benefits and one of the other benefits is it helps spreads what we call link choose and so link juice is basically a way another way of saying you know this page is important because it has links from other pages on our website so if we link i have a link from one page to another and a couple of other pages on our site linked to that same page then search engines tend to take notice and they tend to note that you know if one particular page has a number of different links pointing to it then this page may be important and so that’s what we mean by link jews it’s a signal for the search engine to determine what pages on your website are important because of the links that point to it and so if we look at this example here we could see that you know there’s usually a navigation on a website that point two pages and every page on a website tends to have a link but if more than one page has multiple links then again that signals to the search engines that hey you know this particular page seems to be important because it has a lot of links pointing to it our attention is sitemaps so sitemaps basically allow us to list all the web pages on our website so we could do that in a couple of different ways but when we do it it basically is going to and help the search engines find our pages easier just as i mentioned a minute ago about internal linking when you have one link pointing to another page on your website it helps the search engines find these pages quicker while sitemaps do the same thing except sitemaps are an entire list of links on your website and it allows the site search engines to find all your pages in your website fairly easily but it also helps the end user too so if you have a big website like amazon has a huge website with a lot of different products well if you’re looking for a particular product you can do a search for it or you can look at the site map and the sitemap will list all the particular pages on the site and so it’s also good for the end user as well so when we talk about the end user and we talk about search engines they’re really two different types of site maps you got the html version which is for the end user that’s going to be nothing more than a link on the website usually in the footer and so when you click on that site map link you’ll get a list of all the links on the website okay so that’s an html sitemap then we have the sitemap for the search engines you know the spiders that want to crawl our site so that’s the xml sitemap and xml is just a different format it’s just a way to format all the links on our website so the html sitemap is html written in hypertext markup language designed for the end user if you click on it it helps the end user navigate the website quickly because they can find what they’re looking for and so generally that is an html now if we turn our attention to the xml sitemap that’s basically designed for search engines and thing about the search the xml site map is we work with google to go ahead and and and submit the sitemap to google so google can quickly understand what pages on our website so for example if i went to a website let’s just say valleyfig.com so if i went here and if i’m a search engine i’m going to want to know all the urls that are on this website well as an end user i can also just type in sitemap.xml usually that’s the xml file where all the urls are located and here i can see all of the urls on valleyfig.com and so the idea behind an xml sitemap is we want to communicate that xml file to the search engines and so google in particular has what they call a search console and search console if you go to google.com webmasters so search console is a way to communicate with google and one of the ways to communicate with google is to submit a sitemap so we want to submit our xml sitemap so if our xml site map is located in the root directory so after our domain valleyfig.com sitemap.xml we know that that file is sitting in the root directory i can go into search console and i can submit my sitemap and when i submit my sitemap then i’m basically communicating with google telling google hey google instead of trying to find all our web pages on our website when you crawl the website we’re going to go ahead and submit the sitemap to you so we’re going to tell you all the pages on our website and so by doing that by submitting our sitemap.xml file to google it speeds up the process because google’s able to now understand all the pages on our website that have been submitted and then once we submit those pages then google is going to quickly index a majority of those pages if not all of those pages and so that’s the benefit of having an xml site map for the search engines is that we can quickly submit that file to the search engine so our pages get submitted and indexed quicker so continuing on with on-page seo we now turn our attention to page speed and so page speed also known as page low time of a particular page of a particular website is important for seo why is it important because google has millions of users use their search engine and google wants their users to have a good experience and so if google ranks websites based on relevancy they also want to take into account page speed because if a website does not load fast or web page doesn’t load fast then it would be detrimental for google to rank that page high because what’s going to happen is that page is going to get a number of clicks and then the user experience is not going to be that great and so therefore it’s going to have a negative impact not only in the end user but google as well and so page load time then becomes important for on-page seo so really when it comes to page load time we really want to pay attention to how long it takes our web pages to load in terms of seconds because if a page loads slow then chances are the user experience is not going to be good even from an analytics perspective meaning if i go to google type in a query click on a link and then it’s that link takes me to a website where the web page loads very slow chances are i’m not going to spend a lot of time waiting for that page to load i’m going to leave that page and if i leave the page then it’s going to cause up what they call a bounce so i’m going to bounce from the page and that’s just not good for the entire search ecosystem and so we want to pay close attention to page load time because the faster a site or page loads google’s going to recognize that and that’s going to help with ranking and so how do we understand how our pages load well we can look no further than web analytics tool like google analytics for example so if we turn our attention to google analytics if i go to say valleyfig.com analytics account i can look over the last 30 days and i can see okay on average our page average page load time for the entire site was five seconds around five seconds and ideally we want our pages load as quick as possible i would say the rule of thumb on page load time is probably no more than three to four seconds okay but there are factors involved with page load time so a couple of factors are the browser that people use so some browsers load pages differently than other browsers the other factor involved with browsers is the device so you could be on a mobile device and say internet explorer versus on a desktop using chrome and you’re going to have variation in terms of average page load time so definitely browser device plays a role but also country plays a role the infrastructure how much bandwidth is available so you could be in say san francisco united states and be on a high-speed network versus another city or another country where you’re not necessarily on the same high speed network you’re on a lower bandwidth or lower network and that’s going to affect the page load time as well so in analytics you can actually see the breakdown of time per country and then of course the page itself so when we talk about average page load time for a website we’re talking about the average for the entire site but we can actually look at in google analytics the average low time for every page on the site so ideally if you have a particular page you want to rank organically in the search engines and the average page load time is not suitable or it’s very high then you want to address what the issues are and so the great thing about google analytics is you actually have speed suggestions so if i go to speed suggestions in google analytics i’m going to be able to see the average load time for certain pages on the site and then what google’s going to do is actually give me some feedback so for example i can see that the home page loads about 5.59 seconds and so if i click on page speed suggestions then google is going to give me suggestions on how to speed up the page load time not only on desktop but on mobile as well so when you click on page speed suggestions you’re actually going to go to a tool a google tool called page speed insights and then page speed insights is going to allow you to see how quick your page loads and then it’s going to be able to give you feedback on what to do in order to speed up the page load time not only for the page but for the site and the great thing again is you can see it for desktop and you can see it from mobile so page speed is important we want to be able to keep our page load time low no more than probably again three to four seconds because if it’s any more than that google’s going to take notice the other search engines are going to take notice and they’re not going to want to rank that particular page high on google so some ways to increase your page speed you always want to optimize your images you never want to have images that take a long time to load you want to use a simple website design now i know flash as an example has long been disbanded but you don’t want to use other technology that’s really going to slow the page load time of course where your website is hosted does matter so the server it’s hosted on could be shared with other websites and so that may eat into how quick the server responds to people trying to load your web page and so you want to keep that in mind so server response time does play a factor in loading and then of course optimizing your code you want to never have unnecessary code on your website and when i say unnecessary code some examples could be tracking code if you’re doing any search advertising let’s just say on facebook or bing you try to want to minimize the amount of extra code you put on a site because that code has to execute and that eats into the page load time so you want to be cognizant of how much code you put on your website because that will eat into the page load time so let’s talk about featured snippets so featured snippets is the search result that generally shows uh up at the top of the search engine organic results so it’s informational content and you’ll see it above organic results but you’ll also see it below search advertising and so some of the common featured snippets you may see are in the form of a paragraph a table or a list and so paragraph snippets tend to be the most popular and let me show an example of a featured snippet so if i go to say google.com and type in machine learning here you can see some paid search ads okay and why do i know they’re paid search ads because i can see ad next to them but if i look below the paid search ads but above the organic search results i see a paragraph feature snippet and this is nothing more than again just some an informational content about machine learning and really the whole idea behind featured snippets is really they’re just informational and really it’s informational and and what google likes to do is pull content in there that really answers a question so if your content doesn’t necessarily answer question then you can’t expect your content to show up as a featured snippet so the whole idea is with the search engines is really google searches through a number of different sites to find content that will best answer a user’s question like for example what is machine learning okay so if we ask the question what is machine learning we can expect to find a feature snippet and so really what users do a lot when they type in a query they use prefixes like how does or how do or how to or what is and so those types of questions are normally asked as part of the search query so if you could answer those questions then generally google’s gonna recognize that and if it’s relevant it’s gonna show up as a featured snippet so the whole idea is to really create truly high quality content so about feature snippets is if you have true high quality content that answers a question then chances are your content may show up as a featured snippet so the whole idea is you know work to create high quality content that provides a really good answer to really basic question it could be anything what is machine learning what is a fig you know how to ride a bicycle how do i surf all these are related questions that content can answer and google wants to make sure as part of a featured snippet that they provide content that answers that question and not just content the best content that does the the best job with the most relevant information answer that person search query so here we can see our three examples you have a table format so if we want to type in aviation jobs we can see snippets of information about the latest job listings for aviation you can see in the middle screenshot what is machine learning so that’s our paragraph featured snippet and then if you type in something like building a fence it’s going to give you a list of you know ways to go about building a fence so these are all answers to questions the query may not necessarily be in question form but the snippet is there just in case you want to know more information about that particular query so generally that’s how featured snippets work and the great thing about featured snippets it’s open to everybody the key is to have quality content if you have quality content that provides answers to questions then chances are your content can show up above organic search results which will give you more visibility drive a lot more traffic to your site and quality traffic because likely it’s answering somebody’s question so let’s do a a recap of everything we talked about with on-page seo so before we move on off page remember on-page seo is what we do to our website to enhance our website to be found in the search engines for relevant keywords so it’s all about relevancy and remember before you do anything to your website you need to start with the basics of keyword research you need to find keywords that are highly relevant that have volume and low competition and so when you can focus on your keywords and you find out and finalize what keywords you want to be found for then you’re going to conduct on-page seo on-page seo consists of number of different factors some of which we talked about today starting with schema remember we want to have structured data to better communicate with the search engines what our web pages are about then we talked about title tags so title tags appear in search results remember 65 characters we want to make sure our keyword is in the title tag followed by our brand name and then we talked about meta descriptions meta descriptions allow us to you know talk specifically about what that page is all about meta descriptions fall under the title tag in the search results we talked about headers h1 through h6 h1 being the biggest in the hierarchy of headers and having an h1 tag with your keyword provides the search engines with an identity of how strong or how important something is on a page it also organizes the page with headers and subheaders and it breaks up the content so it’s easily understandable by the end user we also talked about alt tags so remember images on its own are not recognized by search engines so we want to surround those images with all tags with words that help the search engines identify what that image is they also serve a purpose in the browser if an image doesn’t load then we can actually see what the image is all about with the alt tag we talked about feature snippets there are lists okay there are paragraphs okay there are different types of snippets and really the whole idea again behind snippets is answering a question with quality content we talked about page speed identifying how quick our pages load in google analytics so if your pages don’t load very quickly then google actually provides suggestions to speed up the page load time of a particular page and some of the culprits that you want to look at are making sure you have images that are good quality but also not a lot in size you want to make sure they’re optimized you want to look at your server response time you want to make sure you optimize code so there’s a lot of different factors of page load time you just want to keep an eye on what pages are are not loading quick enough and remember we want to keep it as low as possible but no more than three to four seconds we talked about internal linking internal linking to a particular page from one page to another provides link juice and link juice is nothing more than an indicator for the search engines to identify what pages tend to be more important than another based on the number of links pointing to that page and then we also talked about site maps so we talked about the two types of sitemaps html and xml html is for the end user xml is primarily for the search engines xml generally is going to be a file called sitemap.xml and we could take that xml file and submit it to google search console and so that expedites the process of indexing your site and helps your site not only get indexed faster but will help google understand how many pages are on your site and then get those pages indexed so that they can be found so that you can generate traffic so all these are factors with on-page seo that you want to address before you move on to off-page seo okay let’s turn our attention to off-page seo now that we covered all the essentials for on-page we still need to focus our attention on off page remember earlier i mentioned that seo is a two-pronged approach we have to focus on on-page seo first and then to complement our efforts and to continue our efforts and to continue the effort of being relevant for certain keywords we need to do what we call off-page seo and those are our actions we take that don’t involve our website directly meaning we’ve already updated the title tag the meta description the alt tags the headers etc we want to do things off our website that’s going to allow google and other search engines to recognize that hey we are relevant these pages are relevant for certain keywords on our website and so really when we talk about off page seo it’s really the technique of promoting your website using link building when we say technique of promoting our website using link building that means establishing links on other websites that’s what we mean by link building and so establishing links on other websites really enhances our seo efforts because it improves first and foremost it improves the credibility of our website so if we’re on a you know a very popular website that is known to be reputable then having a link pointing from that website to ours just improves the credibility of our own website not necessarily in the minds of the search engine but in the minds of the end user uh the other benefit here is it increases our domain authority and let’s take a minute to talk about domain authority so domain authority is simply just a score between 1 and 100 and so in digital marketing even including seo as a marketing channel everything’s measurable and we want to be able to measure everything we do digitally and so off page seo is measurable one of the metrics involved with off page seo is domain authority in other words it’s a score between one and one for our domain so how does google how does baidu how do these other search engines see our domain how authoritative is our domain how reputable is our domain and so having links on other websites pointing to our domain increases our reputability increases our authority and so i’m going to show you an example so if you remember back on on page seo i when we were talking about keyword research we use a tool called moz moz.com and i would recommend using moz.com to measure domain authority so if we go to moz.com and moz.com has a tool called link explorer so if you put in your domain using their tool link explorer you’re going to be able to see your domain authority and domain authority is a score between 1 and 100 and basically it’s simply just scoring your website in terms of authority how does the search engine see your site out on the world wide web the higher the score the better and so recommend using moz.com link explorer to measure their domain authority so the more links we have on external sites pointing to our own site in theory the higher the domain authority so we’re going to come back to moz.com quite frequently as we talk about off-page seo because we need a tool to help manage our efforts so we’re going to come back to moz.com but let’s let’s talk about some of these other benefits to off-page seo so we know it helps with the credibility and increases our domain authority but what are some of the other intangible efforts that are also measurable well it increases our referral traffic and by increasing our referral traffic meaning if we’re on a reputable site that gets a lot of traffic and there’s a link pointing our site then naturally we’re probably going to see traffic coming from that site and we can measure that in tools like google analytics we can measure referral traffic and so that’s an inherent benefit to doing off-page seo because we’re trying to create the relevancy of our own website we’re trying to be found for relevant keywords but yet at the same time we can increase traffic to our website and then certainly not lost in all this is improving our page rank so the idea here is you need on-page and off-page seo to work together to improve our rankings and improving our rankings in the search engine results will inherently increase our rankings and drive traffic to the site from search engines and that’s ideally what we’re trying to do we’re trying to accomplish traffic from search engines by improving our rankings but at the same time we improve our credibility and we accrue improve our standing in the search engine world and we also increase traffic to our site from all these other websites and so there are a lot of benefits to off-page seo um it’s just let’s talk a little bit more about some of these other benefits because according to a backlinko a web page with more backlinks is going to rank higher than a page with fewer backlinks but let me just say this with back linking especially from sites it’s all about credibility it’s all about quality over quantity so we want to pay attention to quality over quantity so let’s harken back to moz.com and here we could see we have a domain authority of 35 but we have a lot of links inbound links from other websites pointing to our website we have 575 domains out there on the internet pointing to our domain valleyfig.com and so if we want to take a specific look at these domains we can just simply click on linking domains and here we can see all the different domains pointing to our website now again it’s about quality not quantity so if we look at the domain authority and that’s a score that measures the credibility of a website we could see the domain authority on some of these domains like npr.org has a domain authority of 93 and so to me that helps boost the domain authority for our own website our own domain it also has the chance of driving that traffic it also increases the credibility but in the end having quality links from other quality domains is going to increase our own rank on search engines and that’s the whole idea behind it so we could actually see that we have quality websites of quality domains linking to our domain now you can also use another tool i mentioned this earlier with on-page seo when i was talking about sitemaps so if you go to search console so that’s a google tool we can also look at a link report and see what other websites are linking to us so this is google’s way of communicating to us what websites are out there linking to us and so here i can see the top linking sites to our website valleyfig.com is the crumby kitchen has 1443 links pointing back to our site cookscountry.com whole foods magazine mayan perfect kitchen these are all sites with links pointing back to our site so search console is a good tool it’s a good alternative tool especially the links report is a good alternative tool to get an idea of the types of sites that are linking to your site now what you’re missing here in search console is the domain authority but you can use the link explorer tool in moz.com to measure the domain authority for any domain it’s just a matter of going to the tool itself going by going to moz.com by going to the link explorer report and just typing in the domain and from there you’ll be able to see the domain authority so it’s all about quality over quantity i can’t stress that enough so when it comes to off page really it’s anonymous with link building so it’s the most effective method for off-page seo and it’s simply just getting links from other websites to your own so it’s not as easy as it sounds especially when we’re talking about quality over quantity but building these links to our website will help our rankings and that’s the whole idea behind off page seo we want to be able to link from other websites to ours so that we can help our rankings in addition to some of the other benefits i just mentioned so google recognizes backlinks as one of their top ranking factors so in addition to some of the on-page seo tactics that i mentioned earlier including title tag and meta description and url structure and headers all those are important but at the same time it’s a balance so google wants to know hey yes we understand you’ve optimized your title tag for keyword but how does the rest of the internet see your website are is your website worthy enough to add a link from a particular quality website to your website so if there are a number of quality links then your site must be of quality as well and so that’s the whole idea behind link building being an important factor because again it’s about from a google’s perspective it’s about the user experience they want to make sure that sites ranked on page one of google are quality sites quality sites that load well that have good content that have fresh content not just sites that have a gazillion links pointing to them with you know keywords stuffed into the title tag so it’s an ecosystem google’s and other search engines want to protect that ecosystem with quality so that’s why link building is an important factor and so they’re different types of links so when you have a link pointing from one website to your own okay the link could be a follow link or no follow link and the whole idea behind follow or no follow is simply hey we know that google and other search engines they’re spidering the entire web the whole idea is for them to collect as many pages as they these search engines can to bring them back to their servers so they can serve them up in their search engines well as google and these other search engines spider these sites they’re following what they’re doing is they’re following links that’s as simple as it gets they’re following links from one link to another so remember we talked about internal links earlier on on page seo internal links are just links on your web pages pointing to other pages on your own website well when it comes to external links so links pointing from one website to your website that website that’s linking to your website has an opportunity to say hey google you can follow this link or don’t follow the link and so if they choose to not follow the link meaning they put a nofollow tag into the anchor text then google’s going to follow the link but not recognize the link itself and what i mean by that is hey if you have uh let’s just use valleyfig has a link from wikipedia if wikipedia has a link pointing to valleyfig.com but the link itself is no follow then what google is going to do is not recognize the link itself they’re not going to recognize the link so therefore you’re not going to get credit or link juice as we say you’re not going to get any juice from wikipedia to valley pig but if it is a follow link then what google’s going to do is recognize the link and give you credit for the backlink and by giving you credit for the backlink that’s going to inherently increase your domain authority it’s also going to likely increase your rankings so you want to pay attention to the types of link building that’s out there no follow and so anytime you try to establish a link on an external website just make sure it’s a follow make sure it’s not a no follow because if it’s a no follow link then you’re not going to get the credit from the search engines and so the whole idea behind link building in terms of seo is to get some credit from a quality website to your website and so if we look here a follow link in this example is one where the ahref or the link itself doesn’t have a no follow in it but if a hyperlink does have a no follow in it then that means you’re not going to get the credit for the backlink so remember no follows they don’t allow search engine crawlers to follow the link so if that’s the case it’s not going to pass any link juice when you don’t pass quote unquote link juice you’re not going to get credit for the backlink and so if you don’t get credit for the backlink then if we go back to our tools that we have available for measuring off-page seo so if i go back to let’s just say moz or even let’s just say search console you know i’ll be able to see all these links here these links that are showing up are follow links why because google’s recognizing the link if they were nofollow then we wouldn’t see the link in here so that’s something to keep in mind as well and so just keep in mind if it is a no file you’ll see in the hypertext itself the nofollow tag and you can always check that the html of any particular link and so when we talk about link building we talk about off-page seo really we’re talking about how to get links on quality websites and how do we do that well i’ve listed here a few ways to do that so you could do guest blogging or blogging in general is a good off-page seo slash link building strategy and i’ll talk about more of that in a minute but we can list our websites in reputable and trustworthy directories i mentioned wikipedia as an example even though wikipedia may not be classified as a directory but there are other directories out there you could ask for testimonials so if you’re working with clients or other websites you could ask for testimonial or they can provide a link pointing back from their site to your site it’s about relationships really is what it comes down to it’s relationship building and that’s what a link is relationship building or you could do content on social media so these are just examples of ways to generate links but let’s go back to the blogging part because blogging to me is an essential part to off-page seo and why is that because anytime you are part of a blog you’re generating content and not only are you generating content you’re generating fresh content that’s likely to be interesting to the end user and with that content yes you can optimize that content but the beauty about blogging is really anybody can do it but if we want to connect blogging with relationships if we’re a food blogger then we can write on other food blogs as a guest writer and we can have that blog post linked back to our own blog as an example or we can have other bloggers in the same industry write a guest blog for us on their own blog and point their link back to our site blogging creates a lot of opportunities for link building because again it’s a fresh canvas with interesting content and when you have interesting content then the opportunity for backlinking is going to be there because if you’re writing about something that’s interesting the natural you’re going to want to link to something else related to that that’s interesting and so that’s the opportunity that blogging creates so again it’s vital to get links from authoritative web pages then multiple links from low quality web pages so going back to the link explorer report we want to be able to pay attention to those domain authorities or those websites with low domain authority and really you should pay attention to really quality sites okay you want to pay attention to quality sites and so when we talk about links there’s inbound links there’s outbound links we’re interested in those inbound links we’re interested in getting links from high quality websites pointing to our own website and again that could be in the form of a blog it could be social media it could be a partner site okay these are all inbound links they just need to be followed make sure they’re not a no follow so it’s simple just getting a external link that’s a follow to your to your own website and so the one thing i want to mention here though on inbound links from external websites and that’s making sure that not necessarily every inbound link points to the home page we want to be able to have links point to internal pages so let’s harken back to search console as an example so search console our links report shows us links pointing from external websites to our own website but what are those linked pages so if we look at some of those linked pages here we can see the top link pages we can see on valleyfig.com slash recipes is the top link page then the home page then the about us then slash international so we want to make sure that if we’re trying to generate backlinks from external websites to our own website we want to make sure that they’re pointing to interior pages not necessarily the home page and why do i say that because one of the benefits to link building and off-page seo is ranking so the whole idea about ranking is to get some of our other pages ranked not necessarily the home page the home page is just a doorway into your website if we have interesting content out there on the web and it’s a food blogger as an example and they’re talking about a particular food item well they’re going to want a link to a page that’s related to what they’re blogging about that particular food item they don’t want to link to the home page the home page is just a doorway and so that’s the whole idea behind link building we want to link to multiple pages on the site why is that because if i take this particular page valleyfig.com recipes and i just put that into moz and i look at the link explorer report for this particular page the domain authority is still going to be the same 35 that’s what valleyfig.com is 35 however there’s also another metric called page authority so page authority is likewise with the domain authority to score between one and one hundred and so the more external links pointing to an internal page with high domain authority that’s likely going to increase the page authority of that page so in other words if we have good links from other websites pointing to that page then it’s going to increase the page authority for that page and ultimately the domain authority for that page and so just like the domain authority in this case valleyfig every page under that domain has a page authority score so the higher the score the likelihood that that page is going to rank in the search engine results okay so that’s the whole idea behind link building is we want to improve the authority of the pages not just the domain but also more importantly we also want to keep the end user in mind so if it’s from a blog or social media the link pointing from that blog or social media platform should naturally point to something related to what you’re talking about not just the home page because again the home page more or less is the gateway into the website so we want to get people to where they want to go we want to naturally create a link from good content to some other good content so that’s the whole idea behind backlinking so outbound links will direct a user from our own website to another website so the idea here is it’s okay to have outbound links on your own website the natural ecosystem of the world wide web okay what i would recommend ear is not to have so many in a century located place for example don’t have one page with nothing but external links on it you know sprinkle these external links these outbound links throughout your website but also if it’s not a reciprocal link meaning if a guest blogger is not linking to your website but you’re just linking to theirs and they didn’t ask you to then maybe consider a nofollow tag maybe you know ideally you want to make sure that these links are just natural in nature so don’t just have a habit of putting outbound links because the whole idea behind outbound links is you want to keep people on your website but if it’s a natural link going from one content to another and you think the end user is going to benefit then no problem but just don’t get in the habit of putting external links on your website because that means that hey that user that’s on your website may click on that link and leave your website and not come back so keep that in mind as well because you don’t necessarily benefit from an seo perspective by having outbound links on your own website you want to do it as a courtesy if somebody else is linking to you you want to do it for the end user if you feel the benefit from additional content under the website but from an seo perspective it doesn’t necessarily directly enhance your own website in terms of ranking turn our attention to duplicate content so a lot of us have websites with a lot of content sometimes we go ahead and take our website and revise it create a new one or register a new domain and put content on that new domain and so we may find ourselves in a situation at one point or the other where we have two websites with the same content or it could be the same website with a lot of content but some of that may be duplicate as well so we want to try and stay away from duplicate content but for some of us we may stumble across it accidentally we may find ourselves having content that’s duplicated and so we want to try and prevent that because that’s a no-no in the world of seo so if we have duplicate content appearing in more than one url there are ways to rectify not having the search engines recognize the content twice so some examples of duplicate content are for example a spammer takes an article and posts the same content on his website or like i mentioned before you create another website or register another domain and have that particular content on the old website still or you’re writing a blog post and you tag it or categorize it and the content shows up under the tags under the categories and just shows up in general so there are a lot of scenarios where you can find yourselves with duplicate content and so we want to rectify that we don’t want duplicate content we want the search engines to recognize the original source of the content and so basically if you have two versions of a web page you may result in duplicate content issues another example that would be for example if you have products you may find that that same product may be under two different categories so how do we rectify that well there are a number of different ways and so the simple way is what they call a 301 redirect to the original url so if you find yourself in a situation where you have a new website with the same content you could simply set up a redirect and we call it a 301 redirect because 301 refers to permanent so it’s signifying to the search engines that you’re permanently moving from this page to this page the other way is through a canonical attribute and so the word canonical may not register with some of you so let’s just uh take a minute to talk about what a canonical is like basically canonical tag it’s a page level meta tag so remember that meta tag description we talked about in on-page seo we’ll think about this as another type of meta tag and it’s placed in that html header of your web page so basically all it does is by placing this meta tag it tells the search engines which url is the original version to be displayed in index so it’s the purpose of a canonical is to keep the duplicate content out of the search engine index so we want to consolidate our page rank our page authority our domain authority all to original content that’s the whole idea of having a canonical and it’s a quick solution so all you need to do is add a canonical tag to the header so let me show you an example if you have a site let’s just use cnn as an example cnn.com has a lot of content sometimes given the breadth of content that they have they may run into duplicate content so they simply just put a canonical tag into their their header and so by doing that they’re able to tell the search engines hey this page this domain is the original if you find yourself with multiple sites well you can also use google search console so remember we used google search console in earlier examples when we talked about links to your site or we talked about that site map on on-page seo well if we go on a search console we could basically say look google because search console is a google tool we want to confirm that this is our domain so this is the domain you should be focusing on so you can leverage search console to communicate with google regarding which site is important which is the one that should get indexed you can use the canonical you can put that on any page either website or you can set up a 301 redirect so those are the ways to fix duplicate content issues 301s are the easiest canonicals tend to be temporary because they’re just the page level and then search console is a a good method because it communicates with google directly and it allows google to crawl various web pages differently than if you didn’t tell them okay so if you didn’t tell them they’re just going to grab anything they can so by communicating via the google search console tool it allows you to tell google this is the domain i want to focus in on so let’s talk then now about how the google algorithms work so we’ll shift gears here and we’ll talk about how these algorithms work on google so google uses advanced concepts retrieve data so what they do is they’re spidering they’re spidering they’re collecting webpages and they’re taking all those web pages back to their server and anytime somebody does a query they’re delivering those web pages within milliseconds they’re delivering results based on your query so that’s in general how it works so it uses a combination of different algorithms to deliver the best results they want the best results and so some of the most popular algorithms below are google panda google penguin and google rankbrain so these are all things that google has done to make sure that they’re constantly tweaking their search engines to deliver the best results so let’s talk about some of these these popular algorithms and before we talk about these popular algorithms let’s just make one thing clear that google’s always tweaking their algorithms on their search engine and so if you want to get an idea how often they do it well they do it every day they’re constantly tweaking it but they what they do is they release major changes to their algorithm a few times a year so if you want to get a sense of what those changes look like well you could go to moz.com and you can go to google dash algorithm dash change and you can see here that hey google changes its search algorithm around 500 to 600 times while most of these are minor google again rolls out major changes like panda like penguin that affects search results in significant ways so you can go here and you can go all the way back to 2000 and see some of the algorithm changes that have occurred over the last few years and you can see here the last major one was done in august of 2018 that was the metacore update so they’re constantly making changes to their search engine to deliver a more concise more better ecosystem for the end user so if it’s a better search engine for the end user end users are going to come back so the whole idea is continuing to tweak the system the algorithms to better show more accurate results and so let’s take a look at some of the the major algorithm changes that they’ve done in the past so the first is we’ll talk about google panda and panda was an algorithm released back in 2011 so here we are in 2019 is a few years ago but still significant in that really this algorithm emphasized high quality content because before panda there was a there’s just a lot of content out there on the internet and there was a lot of spam content there’s a lot of duplicate content and so really the idea behind panda is for google to really deliver in their search engine results pages high quality content so what it did was it removed web pages that had low quality or duplicate content so that was the whole idea behind you know the algorithm nicknamed panda it removed low quality and duplicate content and that kind of cleaned things up a bit where if you did a search query now you’d actually see better better results and one thing about panda is because there’s so much quality because google’s indexing so much there on the internet that it’s constantly being updated it’s updated regularly so the next one we’re going to talk about is google penguin so penguin was released after panda and what that focused in on was low quality links so remember we talked about link building we talked about quality links over quantity so naturally you’re going to have links naturally from all websites whether that be high quality or low quality the whole idea behind this algorithm is to sever the links that are low quality and so the idea behind that was they focused on two areas so they focused in on link schemes and keyword stuffing so that’s what penguin focused on was link schemes were basically link almost link farming where you produced mass amounts of backlinks and not all of them were good quality they weren’t natural links links should be natural from one high quality site or blog to another high quality cider blog and by creating links games you’ve created an ecosystem where links just went to irrelevant low quality spam related pages and so google’s penguins algorithm update focused in on that effort to remove or combat pages that had poor links from being indexed in their search engine results and then they also combated keyword stuffing keyword stuffing is nothing more than taking your target a keyword and stuffing it into the content of your page or title tag your meta description so any sites that were caught up doing that basically suffer the consequences because what penguin did was take care of sites that basically were accused of keyword stuffing or had characteristics of keyword stuffing and they removed sites that had a lot of links pointing to it from poor quality sites and vice versa sites that really had a lot of external links pointing to other poor quality sites so that’s what penguin did they took a look at those two areas i mean so we talked about link schemes again penguin’s aim was to decrease the ranking of web pages that created artificially by using black hat techniques and basically what i mean by black cat techniques that artificially creating links that just didn’t make sense just for the sake of getting the backlink just for the sake of passing link juice and so that’s what a link scheme is or was and so google basically tweaked their algorithm to combat those poor link schemes and so keyword stuffing as i mentioned a minute ago it’s just repetitive usage of the same keyword and that just basically suffers the content is the thing that suffers here and when the content suffers the end users suffer so google is all about quality content and when you have quality content and that quality content is indexed and users find what they’re looking for chances are they’re gonna go back to the search engine to continue to find what they’re looking for with the end result being presented with quality content so keyword stuffing really dilutes the quality of the content and then let’s talk about the third algorithm which is rankbrain so rankbrain is a processing algorithm that uses machine learning and what that does that machine learning interprets search queries that users search on google so for example if rankbrain sees a word or phrase it isn’t familiar with basically the machine can make a guess as to what words or phrases might have a similar meaning and filter the result accordingly so basically take these search engine queries and present them in a way that’s logical so that the end result can be something that’s relevant to what you’re looking for and so for example if you’re searching for online marketing you will get results related for digital marketing on search engine remote pages why because rankbrain will interpret that particular keyword and they’re trying to basically match based on all the data they collected what words or phrases might have a similar meaning so online marketing digital marketing have similar meanings now that we’ve talked about some of the different algorithm changes that google has made over the years and continues to make let’s segue into the types of seo and so when we talk about the types of seo we’re really talking about doing what’s right what’s expected versus doing something that you know is trying to cheat the system and so you may hear the terminology black cat seo white hat seo or gray hat seo and so the whole idea behind these terminologies is that hey what are we supposed to be doing here in terms of following best practices in order to get our pages ranked on the search engines for the keyword queries we covered and so let’s talk about what not to do first and that’s always black cat techniques so i just mentioned a minute ago with panda and penguin algorithm updates you know penguin took into account you know link schemes poor linking techniques keyword stuffing so those are considered black cat techniques so black cat is a technique used to improve page rank by violating search engine rules and policies so it’s clearly google’s made a clear line in the sand they don’t like link schemes they don’t like keyword stuffing so if you take into account those practices then you’re practicing black hat techniques to treat this cheat the system to try and rank faster and so some other ways of black cat or you know redirecting or fishing having duplicate content all these are are things that are frowned upon by search engines so the result of not only algorithm changes is you could get your website blacklisted from the search engines if you are caught in violation of their policies it’s pretty clear-cut so that’s why the algorithms are in place uh the algorithms try and create a system an environment where you know good quality content is shown so if you’re keyword stuffing you’re creating lots of duplicate content that’s not in adherence with you know google’s policies for creating good quality content and as a result you could get blacklisted so with black cat techniques you run the risk of being penalized and you don’t want to be penalized by the search engines so white hat contrarily used to improve search engine rankings by following those rules and policies so in effect it’s everything we talked about today from on-page seo to off-page seo doing the right thing with your content in terms of organizing the structure with headers creating very clear and concise meta descriptions submitting a site map all of those are white hat techniques addressing page load time using really relevant key words naturally in your content and creating high quality content that’s fresh and interesting for the end user that’s a white hat technique that’s going to get you ranked higher and farther and with better benefits so grey hat is just simply a combination of black and white it’s the practice of improving by following the policies but they considered you know ethically dubious and so what i mean by that is listen you you don’t want to purchase links you want links to come across naturally you don’t want to do excessive internal linking you don’t want to have a lot of links pointing to one page it’s not natural so you want to be able to do things that are natural you don’t want to just take content from another side and claim it as your own so you want to do things that are natural that’s going to create a good experience for the user because if it’s for the end user which it is then generally it’s going to be good for the search engines and so let’s talk about website architecture now so basically when i say website architecture what i mean is we want to give the search engines an idea of how our website’s built so website architecture and the structure of websites important and so every website has a hierarchy it starts with the home page the home page is the top page it’s the the domain it’s where most people go to find other pages of your website and so generally you’re gonna have a scenario where you’re going to have a home page with you know if you sell products multiple categories and in those categories you’re going to have multiple products so the generally that’s how a web architecture flows it follows from top down and the reason for having a good website architecture is internal links are spread equally so you want to make sure again not to apply a black cat method or greyhound method of pointing all links to one page you want links naturally to spread throughout your website because not just from an seo benefit but from an end user perspective you want users to flow through your website naturally so if you’re planning on developing websites from an seo perspective you know take these things into consideration so we want to take into account the site architecture navigation we want to take into account the url remember we talked about url structure and on-page seo the rule of thumb is if you can read it the search engines will read it so we want to keep it clear and concise and relevant to the content of that page when we talk about responsive design we’re talking about multiple devices so you don’t build a website just for desktop especially when mobile is being

used by a majority of the users around the world so you want to build a website that’s both desktop friendly and mobile friendly we also want to take into account a robot’s text file and a robot’s text file is simply just a text file that allows the search engines to index certain pages it tells them what not to index and so you can always find the robot’s text file normally if you go to a website and let’s just say we go to valleyfig.com and then we type in robot or robots.txt file here we can see if i type in robots.txt file here this basically is a file a text file that’s in the root directory and it simply just gives the search engines an idea of what they’re allowed to index and what they’re not allowed to index so anything with a disallow means hey search engines please don’t index these pages so that’s what a robot’s text file does and every site should have it because there are some pages on your website then you inherently don’t want the search engines to index and you want to optimize for the crawlers so that means that making sure that your pages are available and that means also submitting a sitemap remember we submit our sitemap via the google search console so good site architecture not only makes content easy to find but also helps to gain traffic because hey if your site is easy it’s well organized it’s built multiple devices the urls are easy then all that’s going to be apparent to the search engines and when it’s apparent to the search engines it’s going to get indexed they want to get indexed then you’re going to get found and you’re going to get the traffic so it’s just a natural progression it’s best practice so some important features of good architecture are again that url structure code your site navigation and css or html make it easy for the search engines to follow build a comprehensive structure for an internal linking meaning they should be natural internal links if a page is relevant to another page then create an internal link if you have a very big website with a lot of content or a lot of products then create a breadcrumb navigation okay so we’re maybe familiar with that on amazon as an example amazon.com has a lot of products and if you’re navigating from one product to another in one directory or one category to another category then amazon creates what they call breadcrumbs to help you navigate back to where you were quickly so these are all good best practices for good site architecture good site architecture equals search engine results so responsive design helps to make your website mobile friendly it will increase the amount of time the user spends on your website which may improve site ranking so let’s talk a second about mobile friendliness so if i go back to google search console there happens to be in search console a mobile usability report and so if i click on that report basically what it’s going to show me is pages that are do not follow google’s best practices so some of google’s best practices are making sure that the text is easy to read that clickable elements aren’t necessarily close to one another and the viewport is set to the appropriate device meaning the screen is set to the appropriate device okay and so basically if we are found in violation then the pages affected are going to get flagged by google and if the page is affected or flagged by google then those pages won’t get indexed and so we want to keep an eye on the mobile usability report in google search console so remember it’s better to have a good site architecture that bots can easily index so bots will give preference to web pages with relevant content and in the end it will help your website rank better and as a side note always use a site map to make it easy for the bots to crawl your website so we covered that and on page as a reminder if i go back to search console and if i click on sitemaps i can go ahead and submit my sitemap so if i created an xml version of my sitemap called sitemap.xml and i submit that basically what i’m doing is i’m saying hey google here’s my sitemap file and in that sitemap file are all the pages on my website that want to get indexed and when you submit your sitemap to google basically they’re going to discover those urls and index those urls and their search index and that expedites the process of getting indexed it expedites the process of getting found on search and it expedites the process of getting clicks on your search results pages and and having that traffic go to your website where they can enjoy the user experience and convert and remember the robot’s text file is there to allow google and other search engines to know what pages to crawl so good website architecture like for example amazon they use breadcrumbs they have a hierarchy in terms of of categories okay so you can see how it’s evenly dispersed on the left side on the right side a poor website architecture is very slanted in one direction a lot of internal links no breadcrumbs the navigation isn’t very clear so we want to make sure things are simple and easy so let’s turn our attention to local seo so local seo is for those businesses who focus on a specific market it could be a whole state like the state of florida in the united states it could be a specific city in a particular state like orlando florida or miami it really depends on the business and who you are trying to attract and what geo location you are trying to attract so if you’re trying to attract a segment of audience in a specific location then local seo should be in your sites uh for optimization and so when we talk about local seo we’re really talking about optimizing your website to get traffic from a specific location so that’s what local seo is and the idea behind local seo is to put your particular service or product or whatever it is you’re offering to that particular geo market that particular locale or that city or that state so you want to put yourself in front of the right audience that’s the whole idea behind local seo and so if we focus it on google you know local results are based on three factors and this is according to google so it’s based on a relevancy so if somebody’s looking for a plumber and you happen to be a plumber in that particular locale or city or zip code then chances of you getting found are going to be great because of relevancy and then distance so where that person’s located based on your address or where you’re located has a role in how you display on local seo and then prominence so prominence is also very important because you know how prominent are you as a business are you getting a lot of reviews do you have a lot of different locations do you have all your photos and all your information posted so prominence does play a bit of factor along with distance along with relevancy on google local seo so these factors combine to help find the best match for your search just somebody typing in that plumber or say that italian restaurant or any particular product or service is going to find local results and you want to be there to to meet that person when they’re looking for your product or service so that’s the whole idea behind local seo and so one of the factors with local seo is having consistent nap or not and so what is nip it’s really name address and phone number so it sounds very simple and it is simple you just have to be consistent so if you have a local seo presence on say bing search engine you want to make sure that the name address and phone number are can also the same name and address and phone number on google so it’s just about consistency so that’s what we want to do we want to make sure that we’re consistent across the board because it’s important for companies that want to rank well have some consistency and it’s important too when we talk about consistency to actually have that information you need obviously the name of your company you obviously need a phone number and you need to put your address in there but really of all three the phone number’s just as important because when we talk about local seo we mentioned mobile earlier we know that a lot of people initiate their search on mobile and so if they’re looking for a local restaurant or local cafe or that plumber and you appear in local seo then your phone number’s going to appear with the results and that gives an opportunity for somebody to go ahead and just click on that number to call it just makes it that much easier for somebody to get in touch with you so consistency and having all your information are important factors for local seo so having an inconsistent nap if you will is not going to bode well for you on the local seo results okay it’s important because it offers up legitimate legitimacy it offers up better rankings and at the end of the day it’s going to help you get those calls it’s going to help you get traffic to your website so for example if a particular company that sells puma running shoes has yellowpages.com listing we want to be consistent if it’s on yellowpages.com and this is their address on their website then you need to be consistent with that if it’s inconsistent and we’re talking about very minor details but these minor details are important simply just putting rd as road and then spelling out row is going to cause some inconsistency so consistency is very important why because local seo is also tied to mapping you know google maps and so google wants to see consistency so that they can offer up the address and the mapping services so that’s one good reason why it needs to be consistent another reason is again you know so many may want to uh drive to your location or call your location or see if that location is close to them so that’s why consistency is such a key component to local seo so in order to get started on google for local seo what you want to do is you want to just do a search for google my business so google my business is the platform in which you’re going to set up your local business and once you set up your google my business account whatever that account is you want to make sure you have all the credible information in there i can’t stress that enough you need to have that phone number you need to have that address it needs to be consistent but with google my business there’s a lot of things you can do here so you can manage reviews so if you do have a location you can go ahead and manage those reviews that somebody puts in for your business and so if it’s a negative review you definitely want to respond to that negative review if it’s a positive view you definitely want to respond to that positive review so you can manage reviews you can upload photos so photos is a big component as we talked about with all tags and images you know having these images help appear in the local seo results you can manage a lot of other things your information you can manage posts you can offer up promotions there’s a lot of things you could do you could set your business hours so the more information you put in to google my business the more information is gonna can be conveyed to the end user looking for your products and services and google my business even goes as far as offering up the opportunity to have a website so if you’re a business that doesn’t even have your own website you can create a website right in google my business and so the end result is this if somebody’s looking for let’s just say lice removal and orlando let’s just say your child comes home from school with some lice you need services that offer up lice removal well you’re going to be able to see businesses listed in the atlanta region that offer up the service you’re looking for and if you’re on a mobile phone you can go ahead and quickly you know call that person you can go to the website you look at the reviews so local seos are very important to local businesses very important and so you want to make sure you have consistent presence not just on google but on bing and some of these other local platforms like yellowpages.com for example so being prominent across multiple platforms is going to put yourself in front of the right audience who’s looking for your products and services let’s talk about how to measure your seo performance so all that hard work you’ve done with on-page seo in coupled with all the work you’ve done with off page seo are eventually going to net results and positive results and we want to be able to measure that as you’re actually doing the work as you’re putting forth the effort on on page and off page and so we want to be able to measure that and so you want to be able to understand what to measure and where to measure it and so when we talk about seo we really want to hone in on three high-level core metrics and that’s ranking traffic and conversion so when we talk about ranking traffic and conversion we can break that down into this list here what kind of traffic are we getting from organic search what kind of traffic are we getting from mobile devices remember mobile is very important because as we talked about with on-page seo as we talked about with local seo a lot of searches start with mobile devices we want to look at keyword ranking remember keyword research is the first step in the seo process even before we do any work with on-page and off-page you know we want to look at the local visibility if we have local seo results we want to look at engagement metrics so all that traffic we’re driving from organic search we want to be able to measure how they’re performing and behaving on our website we also want to measure some form of progress on off-page seo and that’s in the form of backlinks so all of these are different metrics we can measure using different tools so let’s talk about how to go about looking at these metrics and where to go look at them and measure them and so really monitoring all this behavior will help us understand how we’re performing how seo is performing and so really what we want to do is start with organic traffic and so we can look at that on a month-to-month basis we can look at it from a geographic perspective we can look at it in terms of how many new visitors we’re driving versus returning and then again more importantly conversion rate and so to me the best place to start to look at that traffic from organic search is google analytics and google analytics is a free tool it’s simply there to measure website performance so if you go into google analytics we can actually go in and we can look at all sorts of data based on website behavior and so if i’m in google analytics and i go under acquisition and then i go under all traffic channels over a given period of time let’s just say the last seven days for a particular website i can see what traffic is coming from organic search and then i could see the amount of new users that are coming from organic search i can also see engagement metrics bounce rate for example so i want to be able to see if somebody’s typing in a query clicking on our link in the organic search results and then coming to our website are they actually engaging with their website or are they leaving the website after only visiting the page they landed on so that’s all in these are all important metrics to measure and i can measure all that right here in google analytics if i wanted to i can even take it a step further and break that down by country so if i type in country as a secondary dimension now i can see what country is driving traffic from organic search so a lot of your organic traffic information is going to be centrally located in google analytics so we also talked about mobile traffic a majority of searches take place on mobile phones versus desktop so google basically is reporting that nearly 60 of searches now appear from mobile devices and so if we go back to google analytics we can also look at a mobile report so if i go in google analytics under audience under mobile overview i can see a breakdown of the amount of traffic coming from desktop versus tablet versus mobile and so you’ll find as time goes on that your mobile device is likely going to drive a majority of the traffic from organic search and so you can compare device information with channel so if i just type in channel and google analytics as a secondary dimension and look at the default channel groupings versus device category i could see that you know mobile from organic search has driven traffic over the last seven days this is something you want to keep an eye on because a lot of people tend to begin their searches on mobile devices so mobile ranking is different than desktop ranking because with mobile ranking it’s based on a responsive website and with that responsive website basically responsive being that the website’s going to adapt to the mobile device so it’s going to respond to the device that somebody’s on and so therefore the metrics or the engagement metrics are going to be different but if i look back to google analytics i can see again bounce rate i can see pages per session average session duration so if i look at line three i could see all the different engagement metrics compared to those metrics from other devices and other channels okay so you want to be able to do a comparison because if behavior is not up to par engagement is not the par on mobile then you want to do something about that so you want to hone in on mobile traffic specifically from organic search because the behavior is going to be different you know people start their searches on mobile the site’s going to be different and so therefore it’s a different experience altogether so make sure you track the behavior and more importantly make sure you track that page speed so earlier we talked about on-page seo when we honed in on page speed so just as a reminder if i’m back in analytics and i go back under behavior then if i go to site speed then if i go to overview i’ll be able to see the average page load time on my website i can also look at specific page timings and i should be able to see that by device so if i type in device category i’m going to be able to see how each page loads per device and so this allows me to understand which pages are loading fast which pages are not loading as fast and address those pages accordingly to improve engagement metrics so we want to keep an eye on page speed as well as overall user behavior from mobile devices you can also use other tools that are out there like agency analytics there are plenty of tools out there i tend to use google analytics because primarily it’s free and google analytics is a google product so it works with other google platforms like google search console we want to keep an eye on ranking so remember when we do our keyword research we’re choosing keywords that have high relevancy high volume and low competition so we want to be able to track keywords that we choose that have high relevancy high volume and low competition and so the tool we use or at least i recommend using is moz so i mentioned moz earlier with on page and off page seo so if we go into moz and we know what keywords we’re trying to rank for we can go ahead and add them to mods and what moz does is they actually track where these keywords rank and so if i go into mods and i click on rankings i’ll be able to see on a weekly basis or a monthly basis how our keywords are ranking and for what pages they’re ranking so for whatever keyword i choose to to optimize for i want to make sure i put those keywords in moz because when i put them in moz moz is going to on a weekly basis tell me where these keywords rank and for what url they’re ranked for so that way i can keep an eye on ranking over time because in theory the higher you rank the more traffic you’re going to get and so we want to be able to see the trend in which keywords rank okay so if i click on a particular keyword in moz it’s going to give me over a period of time where that keyword is ranked be able to see improvement in ranking for particular keyword the whole idea behind seo is to choose keywords that are relevant optimize for those keywords so that you can be ranked for those keywords in order to get the traffic and conversions so moz is a good platform that helps us monitor rankings for particular keywords now if you don’t want to use moz as an alternative you can turn your attention to google search console and so remember we talked about google search console earlier when we talked about sitemaps we also talked about mobile usability with search console we also talked about links to your site with google search console so google search console is a good tool to help you understand how you’re performing with organic search and so there’s one tool in particular which is performance that helps us understand what keyword queries people are actually typing into google search and so here i can see the actual query and so with this particular website valleyfig.com i can see that dried fig recipes over the course of the last three months had 5 5414 impressions that means that one of my pages either one or multiple pages appeared in google search engine results 5414 times and over the course of those 5414 impressions i received 1100 clicks so google search console is going to be able to tell me not only you know how many impressions i receive for a particular keyword but they also going to tell me how many clicks and if i wanted to add more metrics to that i can add them like the average ranking position for keyword the click-through rate so i can add multiple metrics to this report to give me an understanding of hey are any of my targeted keywords being used or queried and if they are where am i ranking and i am i showing up and am i getting clicks so search console sirs is a good alternative if not primary tool or platform for you to measure how your organic search results are showing so for local visibility this metric is important for you know maintaining local seo so remember on the local seo we talked about google my business so if i go back to google my business i can go into my account and so google my business is going to be able to show me some metrics so if i go into google my business and click on insights i’m going to be able to see a number of different metrics over the course of a month i can see exactly you know what queries were used by how many users and when i appeared so i’ll be able to see how many views i receive not only on search results but on maps then i can also see what actions people took when they saw my results in maps or in search did they visit my website that they request directions that they call so i can actually see engagement metrics right in google my business i could see a breakout by zip code i could see phone calls by day of the week i could see how many people even viewed my photos so there’s a lot of insights into local seo on google my business so that gives you an idea of how you’re performing organically on local search and remember you want to be able to use google my business to hone in on your specific audience so all these metrics help you align with whether you’re getting in front of the right audience and whether that audience is actually behaving the way you want them to meaning you know are they actually contacting you are they going to your website are they calling you so local visibility and understanding the metrics involved with local seo is very important so google my business is where you want to turn your attention so overall engagement metrics are important they play an important role in determining rankings for example we talked about bounce rate to bounce rate is the rate at which people go from organic search to your website and then leave after uh seeing one page and not going any further so if they land on a page and then leave the website after landing on that page it’s considered a bounce and so bounce or bounce rate is a good indication of how people are receiving our website or the content that they’re reading on our website there are other metrics involved like average session duration or pages per visit all of these are engagement metrics and let’s not forget about page speed so page speed is also a good engagement metric all of these metrics affect or determine rankings so we want to be able to make sure that if we’re in google analytics and we’re looking at engagement metrics that our metrics are good because if somebody comes to our website from organic search and there’s a high bounce rate then what does that tell us that there’s a disconnect between what that person’s querying and then the content that they’re reading and so we want to be able to address those engagement metrics so that we can continue to not only drive quality traffic but keep the traffic engaged and then in turn drive up conversions last metric we want to look at is backlinks so content having more backlinks from good domains will effectively improve your seo performance we talk about backlinks with off-page seo and remember quality over quantity and so we can measure backlinks going back into moz we can use moz’s link explorer tool so remember if i type in a domain valley fig i can get some metrics related off page seo including my domain authority but more importantly i can see what links are pointing to my site in this case valleyfig.com so i can see there are 575 link domains i can see there are 7 900 inbound links and so just by clicking on that i can get an idea of the types of websites that are linking to my site and their domain authority and their spam score google search console so if you go back into search console you can also just click on links and we should be able to get an idea of you know what websites are linking to our site and more importantly we want to be able to see not only what sites but what pages they’re linked to remember we want our backlinks pointing to interior pages not necessarily the home page so here i can see the top link page for valleyfig.com is slash recipes so we want links pointing to our interior pages not necessarily the home page that’s what’s going to help your performance your rankings for all your pages not just your home page so having quality back links pointing to interior pages help boost the domain authority and the page authority for that particular page so again using moz link explorer tool or using the links report and search console are good sources for you to identify backlinks so when we look at these these reports we want to look at the domain authority of these sites that are linking ours the number of outbound links to the site or specific pages on our site we want to be able to look at the ratio of link distribution you know we want to be able to look at how many follows and nofollow so most of this if not all of these metrics are in moz so if i go back to moz i can actually see you know which one’s pointing which ones are followed the total quality of the link that’s pointing to our site again bam so moz link explorer report tends to give us all the information we need in order to measure and get a sense of our backlinks that help us with off-page seo so there are other tools out there there’s hrefs again search console there’s other seo platforms out there that’ll help you measure backlinks okay now that we covered everything with on-page seo and off-page seo and really everything seo in general let’s take a little quiz and if you could go ahead and just put your answers in the comment section below so just a little quiz here and we’ll start out with question one which the following type of site map is specifically designed for search spiders so the answer is either a html sitemap or b xml sitemap so go ahead and put your answers in the comment section below i’ll give you just another second to think about that okay another question for you from a search engine perspective which of the following link types could cause a negative effect on your rankings it’s either a purchase link or b no follow link so again if you could if you know the answer or just take an educated guess go ahead and put the answers in the comment section below okay next question a website’s robots text file serves what function is it a tell the bots what pages should be crawled and not crawled or b tells the bots what links should be follow and no follow so if you know the answer you feel good about your answer go ahead and put it in the comments section below today we’re going to talk about seo tips and tricks so let’s get started and throughout this series we’re going to have a few tips to share with you and we’ll start out with tip number one opt for smarter ways to do keyword research and so if you listen to any of our seo tutorials in the past you know that keyword research is the first step but the most crucial step in starting seo so when we do keyword research we want to be able to basically find keywords that we feel are relevant to our business that we want to be found on search for and so here are a few tips that can help you do that research in a more efficient manner the first thing we want to do is identify a list of keywords that are relevant so we only want to focus on relevant keywords for our business that’s a given so what i would suggest is as a best practice maybe you know put down some of those keywords in a spreadsheet so think of them as a theme of keywords because when you do research you’re going to want to include a theme of keywords related to one another so you can pick the best ones out of that theme and so as an example if we have a company that sells dried figs in a spreadsheet as an example if i show you a spreadsheet maybe we want to focus in on just dried fig and maybe we want to focus on dried fig recipes so go ahead and put those in a column you know some of these keywords that you know you want to be found for so that’s really the first step they need to be relevant so put them in a spreadsheet so that you can build keywords around that list then we want to choose keywords and when we choose keywords we want to have some criteria around choosing them and so we always want to choose keywords with a lot of volume and what i mean by volume i mean how many people on average type in that keyword or a related keyword per month the second criteria is the keyword a product fit meaning you know is the keyword relevant you always want to stay true to relevancy the third is commercial intent what is the intent of the keyword is it trying to get us a sale is it answering a question so what is the intent of that keyword and then last it’s difficulty so we want to definitely take a look at how difficult a keyword is to rank for on organic search so that’s some of the criteria you may have some additional criteria that you want to use but this is the criteria basically for choosing keywords so again we want to prefer keywords with high volume you want to be careful of seasonality so remember seasonality in this example christmas tree you’re only going to have a spike you know during the winter or excuse me the october november december months so be careful of seasonality when choosing high volume keywords and again keywords that are relevant to your product even though it doesn’t have much search volume relevancy always trumps volume or any other metric commercial intent so we want to look at keywords that for example have buy in them they may have low search volume but if somebody’s typing in that keyword then we can insinuate that the consumer who typed in that keyword is ready to make the purchase so we want to look at what the intent is of that keyword and then again the difficulty always opt for keywords that have low difficulty or competition and so in order to get these metrics we can use third-party tools and i’m going to show you a couple of examples of third-party tools you can use that will give you some of this information so the first tool i’m going to show you is google ads keyword planner so if i’m having a google ads account i could simply go to tools and then choose the keyword planner and from there i want to find new keywords so if i choose the keyword dried figs because that’s the keyword i put in my spreadsheet that i’m interested in optimizing for and then maybe drive fake recipes that was the other keyword theme so if i enter those two keywords in just to begin with basically what google is going to give me is the average search monthly volume so here i can see dried figs i have an average monthly search volume 8 100. that means on average over the last 12 months that’s how many people have typed in that keyword here i can see a little bit of a trend i just hover my mouse over that graph i could see again for seasonality impact if there is any seasonality what the volume is on average per month then i can see the competition is high and because this is google ads because it’s paid search they’re gonna give me a sense or an idea of what i should be bidding on that keyword now that’s another topic for another day but it’s good information to have because if you’re not ranking for a keyword you could decide to bid on it for paid search so don’t discard the bidding information go ahead and put it in a spreadsheet for later use but for now we’re focused in on keywords that are relevant how much volume how much competition okay so once i get this information here i can simply go back to my spreadsheet and put that information in there what’s the volume for dried fig what is the competition now for competition notice that google ads gives us a higher low now if we’re trying to measure ratio between volume and competition we want to get an actual sense of what that competition is so what i always do as a best practice is go into google search if i go to google search and i type in dried figs i’m going to see the actual volume is 34 million 500 000. so i can see that’s the actual search volume for this particular keyword however if i add a syntax called all in title before that keyword with the colon space and then hit enter then i could see the actual volume reduces to 31 000 and basically what this tells me is that 31 000 listings results have the keyword dried figs in the title tag so if a web page has dried fig our targeted keyword in the title tag then ideally we can insinuate that that page is trying to rank for that keyword so therefore in order for us to rank number one on google we have to jump over 31 000 results so we want to be able to include this information into our keyword analysis so if i go into our keyword analysis here and i go ahead and enter in that information so what’s my keyword my keyword is dried figs okay my volume was 8 100 my competition was 31 000 and so that gives me a ratio of 81 divided by 31 000 if i make that into a percentage basically 26 so that’s my keyword effectiveness index or kei or ratio between volume and competition and so that’s an a way that you can gather information is by using google ads enter the information into a spreadsheet and then sort all your data by kei you could sort it by volume you could sort it by competition all these metrics matter alternatively as another tool you can use moz so moz has a keyword explorer tool okay so if i type in the keyword dried figs focusing on the united states i could see that moz says hey look there’s anywhere between 4 300 and 6 500 in terms of volume out of 100 the difficulty is 41. and so i can expect a click-through rate of you know 41 and so basically the great thing about moz’s keyword explorer tool is i can also look at the search analysis search engine results pages what serp stands for and i can analyze the serp for a particular keyword in moz so i want to be able to understand what my competition is doing so here i could see if i really want to try and optimize for that keyword i could see what the other pages are ranked for that keyword in the on page one i can also see what local results show up for that keyword so here i could see that we have a number of different sites listed here so if we want to be number one these are the sites that are basically above us that we need to climb over to be number one on google so i find that the keyword explore tool in moz is very helpful for understanding your competition as well as getting a alternative check on volume and competition or difficulty if you will and so remember we want to identify a list of keywords that are relevant i can’t stress that enough we want to choose keywords based on difficulty we want to choose keywords based on volume on commercial intent and more important relevancy we can also identify trends from a site search query like amazon and know what your competitors are ranking for so we can also go back into moz and we can see just by typing in some of the keywords we’re focusing on we can see if our competitors are ranking for the same keywords just by using that keyword explorer tool and then another thing we want to look at is lsi or latent semantic indexing so that’s a fancy word which basically means we want to find keywords related to the topic of the page you’re trying to optimize so if there are other keywords on that page then you could sway in that direction and so when it comes to choosing keywords you want to choose always a primary and secondary keyword and so if we go back to our spreadsheet it doesn’t necessarily always have to be just one keyword it doesn’t necessarily have to be dried figs we could choose another keyword that has a good volume to competition ratio so we want to choose keywords that are always relevant and if we’re analyzing nothing but relevant keywords then we want to be able to choose keywords that have a good ratio between volume and competition so you always want to choose at least two keywords per page we could also stay up to date on industry news as it will help you learn new jargon so it doesn’t hurt to subscribe to sites like search engine watch or search engine land they have lots of good tips so here i’ll show you what that one of those sites look like if i simply just go to search engine watch dot com i find this is a good resource to stay up on the latest news when it comes to search engines here we could see why seo and front-end developers are the perfect search marketing team another article about optimizing your channel youtube channel five easy steps so there’s a lot of information here on search engine watch that pertain to seo and keyword research we could also look at other third-party sites like wikipedia reddit and core for example so if i go to quora i can do a search for dried figs and i could see what’s being written about that topic so that should give me some ideas to build a keyword a list around so for example the health benefits of dried figs okay are dry figs safe for diabetes best ways to eat dry figs so those are all good keyword themes that we could build a keyword list around and i did that simply just by typing in dried figs on core so that’s a a good tip for you to leverage when you’re trying to build out a keyword list okay let’s uh talk about tip number two which is publish high quality content to get more traffic to your website so it’s all about content so we’ve already done the keyword research we still need to kind of merge the two when we talk about merging the two it’s not just building content around those keywords it’s much more than that when it comes to seo and so that’s why we always talk about high quality content so let’s talk about some of the tips that can help you create high quality content so first tip is we want to be able to publish longer and engaging content longer and engaging content tends to rank higher on google why because you have more content to work with and when you have more content to work with you can optimize it you can structure it you can insert different assets like videos and images and by keeping it long you’re gonna likely keep it engaging and so google tends to lean in favor of content that is well organized structured and long because it is more likely to be engaging for the end user we definitely want to include those target keywords so you want to be able to you know insert those keywords into those meta tag descriptions into those title tags into those alt tags but you want to work them in naturally you don’t want to force anything content should be naturally written because if it’s naturally written it’s going to be engaging so we want to use lsi keywords in the content so lsi or basically latent semantic indexing basically just means different terms and concepts related to your target keywords so feel free to use terms that are similar to what you’re currently using these keywords can definitely be used for seo because they create more visibility and potentially higher rankings because it gives you an opportunity to use keywords that are natural and work for different variations and let’s look at examples so if you’re optimizing an e-commerce category page and your keyword is one mix used for men so we want to use keywords closely related to one mix used for men for example running shoes for men or sport running shoes for men outdoor sports shoes or air cushion shoes let’s take a look an example of amazon so if i go to amazon i could see the one mix shoes for men page and if i look at this page i can see a lot of product and each product has basically some content associated with it i.e the title of the particular product and so you want to be able to use different descriptors for this particular product for example men’s running shoes or breathable lightweight gym sports shoes or lightweight casual sneakers or walking casual sneaker all of these are lsi related keywords they’re similar to what we’re trying to optimize for so you don’t necessarily always have to be brand heavy or stick with one keyword you could definitely show variation especially on the e-commerce side if you’re dealing with different products so we want to make the content readable with the help of visuals subtitles and bullet points so if your e-commerce you want to make sure that page is laid out properly easy to read you hear i could see the descriptor along with the title all kind of merge together and so there’s no break out of okay this is the product name this description it’s kind of one all-in-one which i like it just makes it more natural sounding okay and you can see these are all broken out uh pretty well laid out page and amazon is more or less you know consistent in terms of how their pages are laid out so make it readable add visuals add subtitles add bullet points it helps break out a lot of the content especially if you have a long amount of content or large amount of content so the use of subtitles bullet points and visuals will help break it out structure it and make it more engaging for the end user you definitely want to write an effective and organized content in order to reduce the bounce rate so there is correlation between engagement and bounce rate the more you structure the more you add visuals the more you add subtitles the more engaged somebody’s gonna be the less likely they are to bounce from the pitch we also want to share customer reviews and ratings so if you have a web page you sell products even if you don’t sell products it’s always good to have testimonials or some type of customer review so if we go back to our example on amazon and we clicked on a product uh one of the running shoe products we look here we can see the image we could see kind of the description well i may not be so interested in buying this product i want to know a little bit more about it well that’s where the breaking point comes in that’s where the decision factor comes in where if i read other reviews then i can possibly have my mind made up to buy this product so here i could see that not only the reviews but there’s testimonials so i could see that here you can see that there’s a lot of stars and you can see the kind of the review title these running shoes are very comfortable and lightweight so you have a lot of different feedback and so reading custom reviews is always helpful because even though you’re making the decision it kind of will help sway you in one direction or another at least it does for me so that’s the the beauty of a customer review and a rating we want to be able to use those to our advantage and then you want to be able to update your content on a regular basis so and that goes for testimonials and reviews you want to make sure you’re always getting reviews if you’re always getting reviews then that’s just adding to the particular product and so if you’re always updating your content on a regular basis as well then google’s going to be able to see that and google likes fresh content okay we also want to include the benefits of the product so if you’re selling a product any product you always want to include the benefits you want to do as much as you can to make your product engaging to the end user enticing so that they can buy it so in addition to customer reviews or adding content about the product you want to include benefits so if we go back to amazon here we can see amazon lists a lot of the benefits or one mix in this case lists a lot of the benefits so here you can see all the descriptors about the particular product it’s got rubber sole it’s got a breathable textile lighting you get free high quality socks with every shoe so these are some of the features and if we continue to scroll down we could see some of the details about the fabric type specifics about the fabric and a lot of information on this product page even a sizing chart so a lot of different features that will help the end user make the decision so don’t hold back add as much information as you possibly can as much information as you have available it doesn’t hurt because in the end what you’re trying to do from a product perspective is sell the product and you can’t really sell it unless you have information that’s going to convince the user that this product is what they want to buy so include the warranty size recommendation return policy and some offers so it should all be listed on the page easy for the end user to see so can’t stress it enough provide as much product information as possible go back here here it has a sizing chart what colors are available again some of the descriptors if i scroll down here i can see some more of the benefits you know waffle rubber outsole soft deodorant insole again fabric type it’s got all sorts of information it’s got images about the fabric itself the shoe itself how it’s structured so a lot of information about this and it even does a comparison and so there’s a lot of information about this particular product so don’t hold back add as much as you can to convince the end user so in the case of the one mix on amazon you know they had a sizing chart you know they had an faq being additional information what other products that customers view from one mix and then testimonials so these are some of the basic bits of information you want to add on your page if you don’t have customer reviews it’s okay add faq in its place again the end result is to convince the customer to purchase the product and then build a comprehensive internal linking structure of web pages so every product page should link to similar products so if i go back here here i can see other products from one mix so you should always have a linking structure so that if the end user doesn’t want to particularly buy that particular product then you have links available so they can go to another page and then add different varieties and related short videos of the product so if we go back to our product page you know they have different varieties that they’re showcasing here they have the size chart they even have a size convertible chart so if you’re dealing with metrics you can go over to us metrics feet vice versa you can add a video you know show a video of if you’re selling running shoes throw a video somebody working out you know it doesn’t have to be a full-blown commercial per se but it could be a short 30-second video of what the shoe looks like on somebody else’s feet so that they could see somebody walking with those shoes on so video doesn’t have to be a big production you can do it right from your phone so review your content before you publish this goes without saying you want to do that just you make sure you include everything possible because when the content does get published remember google is going to index that content when they index it it’s going to show up in the search results so we want to make sure we have all the information readily available not only for the end user but for google as well we want to be able to analyze our meta tags in url to improve click-through rates so this is important because the meta tags i.e the title tag and the meta description and the urls what shows up in google search results so we have title tags up first that’s the first important element that’s what shows up in the search results so what we want to do is we want to optimize the title tag and when we optimize it we want to use modifiers and when i say modifiers i mean you know feel free to use the word best or back or free shipping or discount so for example if you’re selling running shoes 25 best sneakers or up to 70 off or free shipping or buy shoes on discount very action oriented but you know it includes these modifiers that are going to help somebody click on that link so some tips for optimizing the title tag in addition to modifiers we want to watch the title length and we want to include those target keywords in the title tag so remember you’re likely going to have two keywords to work with you want to have at least one of those keywords in your title tag so with the modifier you know up to 60 to 65 characters in length with that targeted keyword should get you a good title tag that’s going to get somebody to click on it so let’s look at an example so if i type in the keyword best recipes for dried figs you know here i can scroll down here’s my title tag stands out my url is right underneath that and underneath the url are is the meta description and so here i can see some modifiers 188 best autumn dried fake recipes or 25 fantastic fig recipes or 10 best cooking dried fig recipes so these are all modifiers they’re going to help somebody get the click get them to click on your link and go to your website so when you don’t hit the 65 character lemonade if you go over that google’s going to cut off the title text so we want to avoid that at all possible so the whole idea is you know like 10 best cooking dried fake recipes by emily that’s a good enticing title tag okay takes into account a modifier includes the targeted keyword and is under the 65 character count some additional tips for writing meta description we always want to provide a unique description for each webpage of the website so no duplicate meta tag descriptions every page needs to be unique then we also want to be specific about what we’re offering so if you have say you’re selling headphones and you have a particular set of headphones from a different specific brand include that in the meta description if you have that particular product from that brand on sale include that in the meta description so you want to be as specific as possible the whole idea behind a meta description is to describe the page but also to get the end user to click on your link so here’s an example of using modifiers and describing a page if we look at amazon again we can see this example here and if we look at it on google search results so if i type in amazon bluetooth headsets ten dollars are on sale here we can see a lot of amazon listings in google search here you can see the use of modifiers in the title tag and also in the meta description here we could see that you know this particular headset bluetooth headset is on sale 50 off so if something’s on sale feel free to include it be descriptive about the page let people know where they’re going and use those modifiers don’t be afraid to use numbers in the meta description even if it’s the price itself even if it’s not on sale but it is the price included it’s not going to hurt the more information you can include in a meta description the better chance you have of somebody clicking on that link use numbers symbols you know percentages off always help use catchy words like discount or cashback you’re competing with other listings on the page so if you have something on sale if it’s on clearance list that it’s on clearance here i can see they even included the coupon code so feel free to list as much specific information about that page as possible the whole idea is you’re competing with your own web pages but in other cases with competitors so the meta description along with the title tag and the url helps separate out you from the rest of the listings on search engine results and we don’t want to keyword stuff we want to keep it within 160 something characters or 160 65 characters because google will break off the meta description just like they do with the title tag and so we want clean natural written meta descriptions that separate you from the competition so that means including the keywords but making sure those keywords are naturally included in the meta description so if i go back again to valleyfig.com and i could see the meta description hey welcome to the best resource online for dried fake recipes savory is sweet snacks are healthy dried food recipes we’ve got it all okay start cooking with figs and so it’s natural sounding it does include the keyword it’s not keyword stuffing it’s natural sounding that’s hopefully going to get that person to click on this particular website let’s turn our attention to the url so we want to make sure that the url is basically taken into account best practices so if we take a look at this particular url here it doesn’t necessarily look as attractive as we would like so first of all i don’t understand some of it so that makes it unpleasant boring and messy to say the least so you want urls that you know basically are clean and understandable so in other words we want to make them seo friendly because if they’re seo friendly somebody understands the url then they’re likely going to click on it so the old rule of thumb is if you can read the url then the search engines can read the url so here are some tips for creating friendly urls for seo make it readable you want to include the target keyword in the url so if it’s dried figs the url should include dried figs if it’s dried fig recipes make sure it’s dried fig recipes now avoid using too many subdirectories in the urls so we want to keep it as close as possible to the root directory and match the urls to titles most of the time so let’s go back to our example here here we can see this is valleyfig.com recipes not necessarily dried fig recipes but recipes nonetheless it’s in the root directory okay so at all cost now this is in some cases unavoidable given that you may be dealing with an e-commerce website that’s calling you know content from a database so if it that is the case you’re going to have some dynamic parameters in the url which is fine just make sure you avoid having too many of those dynamic parameters it’s understandable that parameters but the rule of dumb generally is no more than two different parameters in the url so prefer to create short urls that’s really the way to go the shorter the better is the rule of thumb and you know if you’re going to break up the url then use hyphens instead of underscores it’s just cleaner it’s a more understandable search engines tend to read it a little bit easier if it’s hyphen so here’s what a friendly url looks like for search you got your domain you got a subcategory broken up with a hyphen and then the product so that’s just a clean url for a particular e-commerce site that has categories and sub-categories so again we got amazon.com your category can be electronics your sub-category could be earphones and your product could be both earphones it’s that simple let’s start with talking about rich snippets this is tip number four so we want to add rich snippets to improve your website’s visibility on serps so tip number four is all about rich snippets so let’s start out by asking ourselves what is a rich snippet so rich snippet is simply just a term used to describe structured data markup that you as a website owner can add to your html so hypertext markup language or html is what is basically constructs a page if we can add more information to that that will in turn allow search engines like google to better understand the information that’s on that web page so the more google understands about that web page the more they can put into the search engine results page so rich snippets is basically some structured data markup that we can add to our existing html and so if we want to add rich snippets to search engines then how would you prefer your products to be displayed well if we have products then we want to make sure that maybe we have reviews or maybe we have so um other information in there like links to our site okay so there’s a lot of different types of rich snippets that you know we can add that google can recognize and add to the search engine results so if you have a product then there’s a lot of things we can add like specifically product reviews so we want to be able to add more information to the search engine results by working in some rich snippets so basically the whole idea is to set up the rich snippet to drive targeted traffic okay so because the more information in the serp the more likelihood you’re going to get the click and the more likelihood that click is specific traffic so some of the benefits of structuring the data for rich snippets are as i mentioned increasing click-through rates you know also increasing conversion rates so when you get the traffic from organic search to your website if somebody’s looking for specific product and you have a number of different good reviews showing up let’s just say 5 stars out of 5 stars and you have 100 reviews showing five stars then you know somebody’s probably going to send take some trust in your brand and your conversion rate probability is going to go higher it also helps improve your search engine visibility because you’re adding more information so in other words the more google knows about your page the likelihood it’s going to rank that page and it’s more likely that that information that’s contained in that rich snippet is going to get featured in either the knowledge graph which is that graph on the right side or in a featured snippet which usually shows up at the top of search engine results so in other words the more information you give google the more they can use that information on their search results page and there’s no disagreeing that the more information that you have in your search engine result the likelihood of getting more traffic increases so for rich snippets you could always start with images so some of the common properties that you can add to your product page if you have a product pages the page itself is an image you can always start there you can always add a description you can always add in ratings and you can always add in reviews so these are some of the most common attributes you can add as a rich snippet so if you add that google picks it up it’s going to include that information in the search results okay some others are offers prices site links links to your site and product availability so all that information can be conveyed to google google understands what you’re trying to pass along it’s going to include that in the search results so did you know that according to ahrefs over 99.58 of featured pages that have structured data already rank in the top 10 list of the google search results page so in other words if you have rich snippets in your page your chances of ranking in the top 10 of a google result is going to be very very very good okay let’s talk about tip number five optimize your site structure for a great user experience so let’s go over some of the tips that you would do for planning a good website for seo and so tip number one is you want a url structure that follows your site’s navigation hierarchy so obviously home page interior pages so depending on what type of site you have obviously the navigation needs to follow that site’s navigation that site hierarchy and it all starts with the home page you want to optimize your home page to drive traffic to your product pages so the home page is nothing more than a doorway into your website and so the site’s navigation should link to all those different products so if you have an e-commerce site with sub categories or categories subcategories then you want to be able to make sure your navigation reflects that you want to build a comprehensive structure for internal linking as well because when you’re from the home page obviously you want to be able to easily navigate to other pages however when you’re on other pages you want to be able to have a link pointing back to relevant pages and not necessarily on the home page so this serves two purposes one for the end user obviously you want the end user to navigate through your website seamlessly right second for the search engines they’re following links they want to be able to understand how your website flows and links together so you don’t want a scenario where it’s a one-way street from the home page to interior pages you want basically a home page to interior interior to other relevant interior pages and that could be a lateral or that could be a situation where it’s a hierarchy for example home page category subcategories sub sub category etc you want to be able to make sure your site is constructed in a manner in which the search engine can read it so css or cascading style sheets or hypertext markup language html are your two most common languages that’s basically what browsers load that’s what search engines like to index it just makes it easy for them to understand what your page is all about remember we talked about rich snippets in the previous tip rich snippets are nothing more than supplemental html to describe what the page is all about so that the search engines can understand that page and include reviews or include site links in the search engine results so this is all based on html so the more you provide the search engines in a more structured manner via html the more the search engines are going to stay on the page adding breadcrumbs to your product pages is also a good practice

if you have an e-commerce site and you have a category then a sub-category then a sub-sub-category then a product page well it’s probably not a bad idea to make sure you have a breadcrumb so that was that way somebody can easily go right back from the product page to say the category page or to the subcategory page directly without having to hit the back button or having to go through the navigation some good examples i think amazon is a good example of using breadcrumbs giving the amount of products they have on their site so go check out amazon if you want a good example for breadcrumbs and then canonical tags we want to make good use of canonical tags and that’s in order to avoid duplicate content so a canonical tag is nothing more than a link element basically or an html element that basically prevents duplicate content issues so in other words if we have a canonical tag as a meta tag basically we’re telling the search engines this is the preferred or canonical version of a web page okay so use this web page so it signals to the search engines which page they should basically index and pay attention to and avoid at all the other pages that have similar content so that’s the idea behind a canonical tag so that’s a good best practice and then optimize your site for desktop and mobile i can’t stress the mobile part enough most users begin their journey on mobile so if you’re not sure about what the search engines like or don’t like you can always refer to google search console for an example so if you go to google search console they have a report called mobile usability so if you click on mobile usability you can see what pages they like what pages they don’t like from a mobile perspective and if you have errors they’re going to tell you what those errors are so if your website has text that’s too small to read they’re going to tell you that these are the pages with this error and so that allows you to go and address those errors because from a google perspective if you have if a page has a mobile usability error then google will not index that page so leverage google search console to get a sense of what type of errors your site has from a mobile perspective you also want to prefer to keep your checkout page simple so again from an e-commerce perspective you want to keep the checkout page as simple as possible for obvious reasons you want the end user to have a good experience and you obviously want the conversion so when i say keep a checkout page simple really now with today’s technology you can create a one-page checkout process you want to optimize your sitemap so when we talk about sitemaps we want to make sure that it’s a file and xml file that basically includes all of our urls and we can then turn around and give that site map to the search engines so if you have a sitemap in xml make sure you go to google search console so if i go to google search console and i click on site maps i can just simply just tell google where my sitemap is located and when they recognize that sitemap they’re going to be able to basically index the urls from that sitemap so we can see here how many urls they discover and how many they index so make sure you create the sitemap in an xml format submit the sitemap via google search console and then you can go back and see how many pages they’ve indexed versus how many you’ve submitted and you want to make sure that sitemap is dynamic meaning anytime you publish a url that url is added to the sitemap fixing broken links so broken links is not something you want but it’s something every website has it’s unavoidable you know people publish pages all the time there’s test pages there’s all sorts of reasons why a site has broken links you want to be able to address those and again going back to google search console we can basically see just by looking at some reports what pages have broken links and which ones don’t so we could certainly look at search console to get information about basically what pages are broken which ones aren’t and then we want to prefer predictive searches and integrate product typographic errors on your search bar so basically have a search bar that’s a best practice but anticipate knowing what people are typing in so that means maybe going into google analytics and looking at the search terms report so we can go into analytics and look at search terms to get a sense of what people are searching for but you know when we talk about integrating product typographic errors we’re talking also about fonts so we want to make sure we’re using the latest fonts so that we don’t run in any issues on our website people not being able to read based on a specific font that you’re using and then as a best practice what i found and this is not necessarily for everyone but using a live chat widget sometimes helps in fact i would even go beyond sometimes most the time again depending on your business but i see most businesses now have live chat enabled and so basically having live chat enables somebody who has a question to immediately reach out to somebody versus picking up the phone versus sending an email it’s just instantaneous gratification in some ways so inserting live chat on a website is more common practice than not nowadays given it it lends to a better user experience tip number six improve your page speed and reduce the bounce rate so let’s talk about page speed and how page speed correlates with higher bounce rate if it’s a high page load and so according to crazy page speed is an important overlooked seo tactic because for every second delay and page load can result in 11 fewer page views 60 percent decrease in customer satisfaction seven percent decline in conversion rate so you know you can see here regardless of how specific the numbers are when you have a page that loads slow you’re going to have lower user engagement and a poor user experience so you have to pay attention to page speed and so since 2010 google has been using page speed as a factor for page ranking in the search engine results so here’s some tips to focus on making sure your pages are optimal in terms of speed so enable browser caching okay you can reduce plugins if you’re using wordpress as an example you know disable plugins you’re not using getting using a simple website design going back to tip number five stick with css and html don’t do anything fancy in terms of technology because it’s only going to complicate matters optimize your code minify files meaning hey if you’re not using any code just get rid of it because code has to execute and that slows down page load time so if your website has numerous css and javascript files basically minify and combine them and that’s what we’re talking about there you know you don’t necessarily need a lot of you know javascript on your page you can leverage google tag manager or you know other features that help minimize the number of javascript files you have and so you can also get some of these ideas by going into google analytics so in analytics under behavior under site speed under page timings you can basically see how quick each page loads and then if you click on speed suggestions right below page timings what happens is google is going to actually give you some suggested ways to increase speed so if we let this report load we’ll be able to see some speed suggestions per page and so here you can see for example the home page has an average page load time of 4.89 seconds you can see right next to that we have page speed suggestions seven total so if we click on that basically what it’s going to do is going to launch another google product called page speed insights and what page speed insights is going to do is it’s going to analyze the page in question whether that be the home page or an interior page and what they’re actually going to do is not only analyze the desktop version of your website but also the mobile version and so now we can see opportunities to improve our page speed by making sure the images are properly sized making sure server response time is changed again defer unused css not using css that’s or getting rid of css or minifying it so there’s lots of things you can do and again this is desktop and mobile so on the mobile side we could see some of the other issues too that are causing high page load and so analytics site speed reports page speed insights are good ways to get an idea really excellent ways to really address page load time issues so again these are just some of the common issues with page load time there could be other factors leaning on those page speed insights reports will definitely help reduce page load time so basically according to google a website should have you know time to first bite lesser than 200 milliseconds milliseconds is very very fast so in case your website is slower than 200 milliseconds such as 500 milliseconds or more you need to improve it so you don’t even have to measure it by milliseconds you can even go by seconds which is what most of us count time and again you can see that simply going into the speed suggestions report in google analytics so ideally in terms of seconds you want something that’s about you know four seconds or less three seconds or less obviously as fast as possible so case study walmart walmart reported the following results so walmart experienced a two percent increase in conversions for every one second of page speed improvement so think about that there’s definitely correlation between page load time and speed so in conversions and user engagement so the quicker your page loads the higher the engagement so with that improvement they also experienced an increment in revenue so meaning the pages load people had a better user experience they were able to check out easier and that led to more revenue so they were able to measure revenue against milliseconds and that’s something you can certainly do in analytics you can correlate revenue with bounce rate you can correlate revenue with page speed tip number seven build quality links and increase their domain authority of your website so google’s top three search ranking factors includes link building so you need to have quality links from quality sites pointing to your site and so that’s a factor in terms of ranking so that’s falls under off page seo you need to build references and links on quality sites and so building quality links to your content can give your product or category pages or even content or blog posts a boost in the serps so it’s all about quality over quantity so it’s always building quality links not quantity so let’s talk about what kind of strategies you should implement so if you implement these strategies then you’re going to likely see a lift in the serps so earn backlinks from relevant and authoritative web pages so what’s authoritative well authoritative is subjective to some degree but it’s also measurement in others so you could use moz as a good tool to measure page authority or domain authority so if i go into moz moz has a page and domain authority score between 1 and 100 and so you can actually see what sites have good domain or page authority just by entering in the domain so relevant you obviously want to rank to something that’s relevant so if you’re in the food industry something food related you want to promote your content regularly on social media so social media i always consider it all low-hanging fruit when it comes to backlinking you know there’s so many different social media platforms available facebook linkedin twitter there’s so many varieties from images to pinterest and instagram to video being youtube so there’s lots of ways to get your content out on social media that will allow you to not only promote your band build a community but also establish a reference back to that page you can opt for guest blogging okay so you can reach out to another blogger and blog on that platform and it could be reciprocal as well a blogger can certainly you know blog on your platform and have a link back and it works both ways influencer marketing so influencer marketing is working with somebody who has a large amount of followers who can influence those followers to you know mention you in a hashtag link to your particular product or brand or even drive traffic to your site so you want to take advantage of social media platforms and start your own page as well so facebook’s a good example it could be having a youtube channel if you’re into video you can certainly set up a youtube channel build a following around youtube as well so always start your own page if that’s the platform of choice the last thing you should do is set up a page on social media and not keep it updated you could certainly participate in forums you can participate in other websites like cora or reddit that’s very you know content based content driven user driven i always recommend starting your own blog blog is a good way to not only generate content but it’s a good way to incorporate different types of content so you could set up different types of content and categories it’s a good way to incorporate different assets like images and video it’s a good way to get users engaged by having comments or having social share buttons it’s a good way to leverage that content onto other social media platforms so there’s lots of benefits to blogging very few cons the only con would be a time constraint but it’s better to have one blog post in one month consistently than not blogging at all so getting listed on high quality link directories like yahoo directory is still a way to add a link from a high quality site and then make use of broken link building so again on the last tip we mentioned search console search console certainly has reports available for you that allow you to see what pages on your site are no longer there and allow you to see what pages they’re linking from okay you can also do testimonials there’s lots of ways to generate quality links in a way you almost have to get creative but creative in a way that’s going to generate quality not quantity quality is the key so even if it’s one source whether that be somebody else’s blog so be it as long as it’s quality that’s what counts so let’s talk about some of the key takeaways from today’s tips so remember tip number one we want to opt for smarter ways to do keyword research so remember we want to look at volume we want to look at competition we want to create themes put them in a spreadsheet so we want to be smarter and which in the way in which we choose our keyword tip number two remember publish high quality content to get more traffic when we say high quality content remember break up the content use different assets organize it structure it you know make sure it’s answering some of these questions then we talked about in tip number three analyzing your meta tags and urls so we want to make sure that title tag meta descriptions are creative these modifiers like numbers or promotions you know we don’t want to go over character counts we want to make them unique and distinct so that somebody clicks on them then we talked about rich snippets and tip number four remember rich snippets are just additional html that communicates the search engines so the search engines can understand exactly what’s on your page so if you have recipes if you have reviews if you have videos if you have images if you have ratings all these things can be added to the serps just by communicating with the search engines vs rich snippets tip 5 optimize your site structure we want to make sure that you know you have good inbound links you want to make sure you incorporate breadcrumbs you want to make sure users can navigate your site more easily and then in tip number six if your pages load fast then it’s going to enhance the user experience it’s going to increase user engagement and increase conversions and then tip number seven we want to build quality link quality to increase the domain authority so remember we can use mods to measure domain authority it’s all about quality whether that be via influencer marketing guest blogging directories social media setting up a social media page there’s always something you could be doing to generate a quality link to your website today we’re going to talk about keyword research so what are we going to talk about when we talk about keyword research we’re going to talk about why we would do keyword research for seo we’re going to talk about the types of keywords that we need to research we’re going to talk about some methodologies best practices on how to do keyword research some alternate suggestions we’re going to talk about keyword clustering and then we’re going to talk about some tools that you can use to do your keyword research so let’s start with the why we would do keyword research so jesse is planning to publish a blog of pizza recipes so she was doing pizza recipes step by step piece of recipes with sausage homemade pizza toppings pizza dough recipes thin crust pizzas she’s doing a lot of different topics on pizza recipes well what jesse needs to do is understand what’s going to drive traffic to these blog posts if she’s writing about you know different topics around pizza recipes so she’s unsure how these blogs are going to drive traffic so she really needs to understand that hey you need to choose the right keywords to drive traffic so the question is if you’re writing a blog post about recipes with sausages is pizza recipes with sausages or recipes for free the best keywords to use maybe maybe not so you need to take care and choosing the keywords to align with your content so that’s really the idea why we would do keyword research because some of the issues with keywords that are poorly chosen are they could have slow search volume for example you may choose a keyword that just a lot of people aren’t using to search for or they can be highly competitive so if you choose a keyword that’s very broad or popular it can be very competitive and take you a long time to be found for that keyword or you could just make the mistake of choosing a keyword that isn’t aligned with your content or you can choose keywords but use them incorrectly with your content so these are some of the issues that you can encounter if you just go about choosing keywords randomly without due diligence without the proper research so low search volume will lead to less traffic high competition you may not even rank at all okay if somebody finds you for a keyword that’s not relevant to the topic they’re just going to leave the page and if you’re not using the right keywords and or if you are using the right keywords and not using them correctly in the content then your pages may not even be found in organic search so you really have to take care in choosing the keywords to me that’s the most important step with seo is keyword research so we’re going to talk about the types of keyword research then so we have short tail keywords and we have long tail keywords so if you write a blog post about pizza recipes well what are you going to choose a short tail or long tail so let’s talk about short tail keywords first so short tail keywords are keywords that are usually three keywords and a phrase or shorter in some cases it may be two keywords and a phrase or shorter so short tilt keywords usually have high search volume which means likely means higher competition but what it also means it could be lower conversions because short tail keywords like for example pizza recipes could be considered a short tail keyword but maybe somebody’s looking for homemade pizza recipes or pizza recipes from their favorite italian restaurant so short take keywords may not be as relevant so if we compare it with long tail keywords chances are you’re going to have lower competition that’s one of the benefits but you’re also going to have lower search volume but with longer tail keywords the keyword is probably going to be more relevant with the content you’re writing about so therefore the conversion rate’s likely going to be higher so that’s really the difference between short term keywords and long tail keywords if you want to look it simplistically short tail keywords are broad in nature it’s going to capture a lot of eyeballs but those eyeballs may look at your content as not relevant versus long tail keywords that may be very relevant but not as many eyeballs on them so short tail keywords the characteristics they’re not as specific usually they’re less than three words they have high search volume and high competition so if you just choose pizza recipes it could take you a while to rank for that keyword but when you rank you’re going to get the traffic but again it may not convert because the keyword is broad in nature so pizza recipes is a short tail keyword that may not be exactly what you’re writing about in your blog post so it may draw a lot of traffic but the traffic may not do anything so the longer tail keywords are very specific they consist of more than three words in the search query they have relatively low search volume competition so the chance of you ranking higher faster for that long taker keyword is probably going to be greater because not many other websites are trying to rank for that same keyword and so the benefit of that is if you have let’s just say homemade pizza recipes with mushrooms that’s a long tail key word but if somebody’s looking for that type of pizza recipe then you know you’re going to track the right traffic and chances are that traffic is going to engage or convert based on the type of conversion you have in place so example would be homemade pizza dough recipes that’d be another example more than three key words in the phrase very specific we’re talking about homemade pizza dough recipes so we’re not talking about just pizza recipes so it’s a little bit more uh specific in nature longer tail so these keywords are used for targeted pages including blog posts if you’re writing a blog post specifically about pizza recipes with homemade dough then this is the keyword you likely would want to use versus just pizza recipes so let’s look at an example between a short tail keyword and a long tail keyword and to accentuate the differences we’re going to use google’s keyword planner tool so google’s keyword planner tool is located in google ads the google ads platform and when you’re in the google ads platform you can simply click on tools and then keyword planner and so what keyword planner allows us to do is get a sense of the type of volume that a particular keyword has so what google’s keyword planner does is they show you the average monthly searches this is the average monthly search volume of a keyword over the past 12 months and so in this example we’re going to choose pizza recipes and homemade pizza dough recipes so one short tail and one long tail so we enter those keywords in we’re gonna click get results and what google’s gonna do is it’s going to show us the volume of those keywords so for pizza recipe we could see the average monthly search volume is 33 100 for pizza recipe so note that pizza recipe and pizza recipes are closely related keywords and so what google does is they consider that a close variance so meaning if somebody types in pizza recipe then they’re also in google’s eyes looking for pizza recipes so it’s a close variance and so for the keyword pizza recipe which is short tail we could see on average over the past 12 months this keyword received 33 100 queries and so if we hover over the graph we could see basically the volume the average volume per month so here i could see for this particular keyword here the volume per month is 33 1000 and then i can see the actual volume over the past 12 months and then for the long tail keyword i can see homemade pizza dough recipe again close variance homemade pizza dough recipes i can see over the past 12 months what the search volume is for this on average is 2400 but i could see here in december the volume went up to 3 600. but for example in may it was 1900. so it’s gonna fluctuate a bit over the past few months but on average it’s about 2400. so shorter tail a lot more volume longer tail not as much volume but nonetheless there is volume here and so these are the difference between a short tail and a longer tail and so what google’s keyword planner also does is allow us to get a sense of what the competition is and so here i can see the competition is low for both of these keywords fair enough so we now know that if we want to optimize or choose the keyword homemade pizza dough recipe for our blog post we know for ranked on page one of google even in the top spot we can expect about 2 400 search queries for that keyword now whether you get all 2 400 clicks for that keyword remains to be seen chances are you’re not going to get all 2400 you’re going to get a lion’s share of those clicks but you’re going to at least get some volume on it so even the longer take keywords have a lot of promise because there is some search volume here for this keyword how to do a proper keyword research so we looked at google’s keyword planner tool in google ads and we typed in two keywords and we were able to get a sense of what the average volume is so we definitely want to choose keywords based on the following factors we want to choose it based on search volume search volume is a good indicator of the potential traffic we can obtain so again for the keyword homemade pizza dough recipe we know that it averages 2 400 a month in search volume again we may not get all 2 400 but are we going to get a line share that we also need to look at competition and so google’s keyword planner gives us a high medium or low in terms of the competition but if you’re somebody who wants to get a better sense of what the competition is and you should because competition is a key component in choosing keywords and so what i want to do is get a sense of how many people are actually optimizing for that keyword so google’s keyword planner tool is going to give me a low medium high really what i want to do is get a better sense of that numerically so what i can do is go into google search and i could type in pizza recipes and i could see there’s about 1 billion results that’s a lot of results however that means that every potential web page out there on the internet that mentions pizza recipes is going to be included in this number here and so i want to get a better sense of who’s optimizing for pizza recipes so i’m going to put in the all entitle syntax and so what that is going to ask google to do is tell me all the websites that have pizza recipes the keyword pizza recipes in the title tag so if i do all in title colon space then pizza recipes my result drops down to 336 000. so what that tells me is that there are 336 000 results with the keyword pizza recipes in the title tag now if i want to focus in on my other keyword if i choose uh my other keyword was a longer tail keyword homemade pizza dough recipe so if i type that keyword in the homemade pizza dough recipe or recipes remember close variance and i just click enter or type the keyword in hit my enter key i’m going to get 35 million results but again is that really an indicator of the type of competition i have no because every listing that matches homemade pizza dough recipes is going to be included in the search results so i’m going to type in my all in title colon space and then i’m going to get a better sense of how many websites have the keyword homemade pizza dough recipes in the title tag and i get 2 160 different results so here i can see the first result in the title tag homemade pizza dough recipe second one homemade pizza dough recipe so these are sites and web pages that have that keyword in the title tag so now i have a numerical number to work with and so the thing you have to understand about seo specifically about keyword research is you need to do research on a few different keywords not just one or two so what we want to do is have a spreadsheet the spreadsheet is going to contain keywords that we can potentially want to optimize for choose as keywords to optimize for seo and so my recommendation is you come up with a theme first so the theme for us in this exercise is pizza recipes and so that’s our theme so we chose the keyword pizza recipes so the close variance here is pizza recipe what was the volume well we know the volume was 33 100 for pizza recipe so what are we going to do we’re going to put that number in in our volume column what was the competition well if we go back and type in pizza recipes it was 683 thousand so i’m gonna type in 683 thousand what was our next keyword well it was pizza or homemade pizza dough recipes so if i go back for this particular keyword is 2400 so i’m gonna put 2400 in under my volume column and then what was my competition well my competition was i typed that keyword back in 2160. so i’m going to put 2 100 say so now i have an idea of what kind of volume and what kind of competition i have now you want to do this for a number of different keywords and when you do it for number keywords what you do want to do is obviously choose a relevant keyword that has high volume and low competition so another way of saying it is the volume or ratio of volume to competition and so basically what we could do is take volume divided by competition if i make that a percentage i can see it’s 0.35 percent is the ratio between volume and competition if i do the same for my longer tail keyword 2400 divided by 2160 i can see that 111 so this just kind of proves the point that yeah i’m still going to get some volume but i have a better chance of ranking for this longer teal keyword homemade pizza dough recipes so you want to be able to do that for a number of keywords and examine the volume the competition and the ratio between volume and competition for your themed keywords in this case pizza recipes so relevancy you want to choose keywords that are very relevant to the content that you’re writing and then again commercial intent what keywords are going to drive more conversions and revenue for the business so when we talk about commercial intent we’re talking about you know are you choosing keywords that are going to get somebody to do what you want them to do so we could say you know download pizza dough recipes so if somebody’s typing in the keyword download pizza dough recipes then chances are they’re going to find you come to your site and take action by downloading that pizza dough recipe so you want to be able to also think about the intent of the keyword is it going to help you drive conversions and revenue if you’re an e-commerce site so search volume is the average monthly search volume made for a particular keyword and phrase so we can get that number using google’s keyword planner tool in the google ads platform we want to target keywords with high search volume that will help bring traffic to the website we want volume but we want to take into account seasonality as well so that’s where the google’s keyword planner tool comes in place because if we go back again we can just hover over and we can get a sense of any particular trend going on or seasonality so for example if i saw large growth in the winter months and not much volume growth in the summer months then that might indicate to me that this keyword is more popular during the winter time so pay attention to the graphs that you know the keyword planner tool gives you use them to your advantage to take into account seasonality so a good example would be funny halloween costumes well we know that for halloween you’re going to have a spike probably towards the end of september all the way through october and then it’s going to drop after october 31st which is halloween so that’s an example but in the case of pizza recipes you know you may find that more people are choosing to search for pizza recipes during maybe the summer months versus the winter months so pay attention to seasonality it will affect search volume so competition based on our example it’s one of the most important key metrics you don’t want to choose a keyword that’s highly competitive because if it’s competitive then it’s going to be harder to rank number one or even on page one of google depending on competitive it is so high search volume low competition in other words the ratio between the two is the ideal combination so going back to the spreadsheet recommend you have that spreadsheet handy put your theme in place okay theme pizza recipes we use google’s keyword planner tool to find the volume we use the all in title syntax to find the competition so we entered both of those numbers in and we get our ratio and so when you have these numbers for a number of different keywords you want to be able to choose that ratio of high volume low competition but always relevancy always trumps ratio so always go with a keyword that is going to be relevant to your content don’t choose a keyword that’s not relevant if you choose a keyword that’s not relevant it’s not going to bode well for user engagement so the difficulty of a keyword ranges from 0 to 100 in google’s keyword tool so it’s going to be easy it’s going to be medium it’s going to be hard but my recommendation is also to get the numerical factor and that’s the all in title syntax and again relevancy is what drives the traffic to your website and keep the traffic there on your website and also not only will keep the traffic on your website but hopefully get that traffic to engage and convert so that’s the key about relevancy you always want to choose keywords that are relevant to your content even if it’s sacrificing volume relevancy again trumps volume and competition so always choose relevant keywords first so when you do that you’re always almost guaranteeing that at some point somebody’s going to find your content because somebody out there might be looking for it and if they do you’re going to get found and then the engagement’s going to be better so understand your business find keywords that are relevant to your business and then focus on those keywords that’ll help you with getting the right traffic to your site always keep in mind the commercial intent so these keywords are more specific and result in conversion rate for example buying is a good commercial intent keyword so if you really want somebody to come to your website and buy then focus on those types of keywords in the case of the pizza recipes maybe its download could be our commercial intent keyword again there may be low search volume but those are the type of keywords you want to focus on because that’s the type of traffic you want to drive to your site so some other examples are commercial intent keywords or discount deal your coupon shipping you don’t don’t be afraid to use some of these keywords as part of your longer tail keyword phrase again the volume may not be high but the traffic quality is probably going to be better so keyword research is the foundation for seo so if you have chosen your keywords properly then if you do get ranked for those keywords then it’s going to lead to better engagement with some conversions and so when we talk about keywords we also want to talk about our primary and secondary keyword so every page should have at least a primary keyword and then a second carry keyword to work with so primary keywords are really defining the nature of your content the secondary keywords are relevant to the primary keyword so why do we choose a primary and secondary keyword because you may choose a keyword as a primary keyword that is relevant to the content but may not necessarily rank very high or have a lot of volume that secondary keyword is also relevant to the primary keyword but also relevant to content and you may rank for that secondary keyword so you always want to go with two keywords versus just one keyword you want to give your yourself a chance to rank for at least two different types of keywords of relevant nature so for web page there can be several secondary keywords but only one primary keyword so your primary keyword is always going to be relevant to your content secondary keywords can be relevant to the keyword but and you may have multiple secondary keywords but it’s also going to be related to the content and it gives you a better opportunity to be found between both the primary and secondary in search okay so let’s take a look at another example of how to use primary keywords and secondary keywords when choosing keywords so if a primary keyword is healthy diet plan remember healthy diet plan is directly related to the content so that’s what we’re talking about but these secondary keywords are also related to content and play off the primary keyword and so what we want to do is go to cool google’s keyword planner tool and get an idea of the volume for healthy diet plan and then also the volume and competition for some of these secondary keywords like healthy diet for weight loss healthy diet food low carb diet healthy meal plans and diet plan weight loss so if i go in to google’s keyword planner and type those keywords in i’m going to choose get results and now here i could see healthy diet plan keyword i’m focusing on is my primary keyword has an average monthly search volume of 9900 and then some of my secondary keywords healthy diet foods diet plan weight loss low carb diet you know google will give me a number of different keywords to work with so i’m going to look at the search volume of those as well and so ideally what i want to do is be able to then look at the volume and then look at the competition so healthy diet plan i go into my keyword analysis here that’s my theme so that’s my keyword what’s my volume for healthy diet plan 9900 what’s my competition so my competition is 74 700 and that’s going to give me a ratio of volume to competition of 13 so that’s what my contents about that’s a considered a short tail keyword because it has a lot of competition and so my ratio is 13 and what i want to do is i want to be able to put these other secondary keywords in here as well maybe even go a little longer tail because i want to be able to find to keep at least two keywords i want to be able to find my primary keyword that’s relevant to my content and then i want to be able to find my secondary keyword which is again related to the primary keyword which is also related to the content and so i want to be able to choose two keywords basically and i want to choose two keywords that are relevant that have good ratio between volume and competition so that’s the whole idea again on how to do keyword research you want to be able to find your keywords use the tools available to you and get a sense of what the volume is what the competition is look at the ratio between the volume and competition and then based on the content choose that primary keyword and then again based on the keyword you chose choose some secondary keywords as well because you want to be found for not just one keyword but multiple keywords okay let’s look at some alternative suggestions to keyword research so for doing keyword research we want to take into account lsi keywords we could take into account other platforms that host a lot of content like quora or reddit we can use google suggestions in the keyword search bar we can use popular platforms like wikipedia and we can use social media bookmarking like reddit so there are lots of suggestions that we can obtain from various sources so let’s start with lsi keywords and lsi stands for latent semantic insect indexing and so basically what it is it’s just keywords that are linked to your primary keyword and so when you’re choosing keywords you always want to choose that primary keyword and then secondary keywords that are similar to the primary keyword and usually those are lsi or latent semantic indexing type keywords so they’re used to drive relevant traffic to your page so if you’re focusing on one keyword we want to have other keywords that are similar to increase our visibility on the search engine result pages so we could find latent semantic indexing right in search so if we use the term healthy diet if we go to google search for example if i type in healthy diet in google search all i need to do is scroll to the bottom of the page and i could see searches related to healthy diet so healthy diet menu healthy diet essay what does a healthy diet look like notice at the top google’s also giving me some other suggestions here so they’re saying low-fat diet veganism gluten-free diet so there’s lots of different suggestions right in google search bar so all of these are lsi related keywords so if you’re optimizing a page for a healthy diet then you could choose low-fat diet as a secondary keyword you can use gluten-free diet as a secondary keyword it really depends on what the content is but you always want to support your content with as much lsi keywords as possible so you can be found for as many different keywords as possible in google search so it’s important because if you have a blog that you know talks about python so how do the search engines know if the website python is about the programming language or the snake so google for example uses lsi keywords to understand what the page is specifically focusing on so if you’re just focusing on python and your content you want to support that with lsi keywords and so that will allow your web page to better communicate with google also to have the visibility to show up on search so they can certainly improve your search positioning and featured snippets as well so if you have a keyword that answers a question you could certainly be found for a feature snippet for example maybe you know healthy diet recipes if i type that in you can see here there’s a featured snippet so if i’m talking about recipes that’s a key word i may want to use and if i use that then google has an opportunity to see what my content is about and place my information at the top in this featured snippet you can also again see what some of the questions are being asked what males are good for weight loss what is a good healthy diet plan all of these can be keyword phrases that you can use so the answers are right here in google so core is a great platform because core is a platform that people go and ask questions and a community responds with answers or responses to that particular question or topic and so the great thing about core is it’s a good is a good place for you to go to get some ideas about a specific topic so if we’re talking about healthy dieting so we can find keywords with high search volume right in core so the whole idea is you can look at you know the top five questions for specific topic like healthy dieting and find relevant keywords to healthy dieting so if you just type in that particular keyword in quora you’re gonna probably get some responses to questions or responses to somebody else’s question and so if we take a look at core for example so if i just type in healthy dieting what i’m going to do is i’m going to get some responses to the topic healthy dieting so what’s the best diet for healthy living what are the top five tips for a healthy diet habit so all of these could be keyword phrases that you could take away with for your own content and so the benefit here is you’re getting kind of an idea of what’s trending what people are talking about and if you use tips for a healthy diet habit for example and you optimize for that well again that could turn around and bode well for you because you could be featured in google as a featured snippet at the top here you can also turn around and use lsi related keywords for healthy diet habits and you can simply just look for those lsi keywords right in google remember at the bottom or at the top if i scroll down i could see some related lsi keywords at the bottom so writing google as well you can see in the google search bar that google provides some lsi related keywords to your query so if i go back here and type in healthy diet recipes i can see here google suggesting some other related keywords healthy diet menu healthy diet for men healthy diet foods healthy diet for women so these are all lsi related keywords that you can use to support your primary keyword and the content you’re writing about so we’ve talked about lsi keywords where to find them so they’re found right here they can be found at the top of google and they can be found at the bottom you can also then go to core as well and get some ideas for the types of questions they’re being asked so if you ask a question and use that as your keyword phrase then again you have an opportunity of showing up for a featured snippet in google just by doing some additional research within google itself or on quora so according to google the autocomplete predictions are automatically generated by google’s algorithm without any human intervention it’s based on a number of factors but the primary factor is how often past users have searched for terms so google collects all the keyword queries that somebody types in and they’re suggesting some of the most popular terms that people have typed in so if i go back to google again if i start to type in recipes i could see some of the other queries that somebody else has typed in or some of the most popular queries related to that topic so if you enter the keyword healthy diet google’s going to suggest multiple keyword suggestions that users have asked in the past and you could certainly get the search volume of those keywords just by looking in google itself i could see for healthy diet recipes billions of pages related to healthy diet recipes i can also get the search volume by going into google’s keyword planner so if i type in healthy diet i’m going to be able to see what my search volume is for that keyword and in addition i can see the seasonality of that particular keyword and in addition to that google’s going to provide some other related keywords to my search query so if i’m looking for healthy diet google is going to suggest hey maybe you should choose healthy food or healthy eating or how to lose weight so those are lsi related keywords that google provides in the keyword plan which is built into the google ads platform another option for you is wikipedia so wikipedia is a vast platform of content so we could turn wikipedia into our own assets and use it to our own advantage by finding relevant keywords in an easy fashion so with wikipedia we can identify a list of keywords in the meta description itself we could choose keywords from the first paragraph of wikipedia it has many relevant keywords or we could take a look at keywords from the wikipedia content section so we can also see additional pages like the see also section that gives relevant keywords that you’re looking for we can also look at the references section as they contain relevant keywords so go to wikipedia as an example and i type in healthy diet into wikipedia here i can get just in the first paragraph alone i can see some additional keywords that i might choose to use like micronutrients i never knew that micronutrients was related to healthy diet but wikipedia is providing some information about what micronutrients is and maybe i can use that as a keyword an lsi related keyword to my content so if i scroll down i get to see also section so it might give me some information food information consumers for example dietary guidelines i can look at categories like dietetics and diets i can also look at the references section so i can also see what information was provided like health effects of overweight and obesity i can look at diet and physical activity so all of these are related to my main keyword healthy diet so the answers are right in here on the platform they’re just all over the page so wikipedia has an abundance of information you just need to know where to look so again with wikipedia you can look no further than the first paragraph you look no further than the see also section the references section category section there’s lots of information right on the page itself to help you get ideas for keywords so if you google your keyword with wikipedia term in the search query and get relevant keywords from the title tags on the serp so you can also do that as well so if i type in healthy diet wikipedia in search i can also get some information here as well so people also search for healthy food advantages or healthy food habits essay or information about healthy food all of these are related to my keyword healthy diet so again another bit of information for you to choose or look to choose some additional keywords for so reddit it’s a popular community where people post content discuss a variety of topics so that’s what reddit is so with the help of subreddits an individual can find relevant keywords with with high search volume so in reddit there’s an easy way to find out keywords they have a keyword tool called keyword it so key wording is the average monthly searches for a particular keyword so if we type a word in key reddit and choose keywords from the auto generated list this tool will extract the keywords and give us those relevant terms with search volumes so if we go to the keyword it and show an example of that for example healthy food if i get keywords i can see what keywords are relevant and the search volume of that keyword so if i just type in healthy food keyword tool is going to tell me some relevant keywords and what the volume is so if you don’t have the keyword planner tool and google ads available to you this is a good alternative solution to finding keywords so it’s free you just need to go to keyword.com type in your keyword click get keywords and what it’s going to do is give you some relevant keywords related to your primary keyword with the search volume let’s talk about keyword clustering now so the whole idea about keyword clustering is to really take advantage of the keywords that we’re optimizing for to gain higher ranking so if we can cluster keywords together in a theme and that theme of keywords is relevant to a specific page of a website then we have a better opportunity to rank so in other words why do we have to target just one keyword when we can target many so keep in mind you know lsi keywords we want to group a bunch of keywords together that are similar for content so for example after some keyword research you can thematically group keywords into a core topic so for example we can cluster these group of keywords together like for example what is seo how does seo work intro to seo what are the basics of seo all of those are related to the core theme what is seo another cluster of keywords for example could be seo techniques seo best practices tips and tricks website optimization on-page seo techniques etc so those are clusters of keywords okay that we can group together in themes and if we group keywords together in themes we can apply that to a particular content on our website so the whole idea behind clustering keywords it’s going to provide more diversity more of an opportunity for us to be found so that’s the whole idea behind clustering so some additional steps remember stay up to date on industry news to brainstorm your ideas first and identify a list of keywords i.e a theme of keywords that you can cluster together and then you could determine the keywords that your competitors are already ranking for so for example if we want to rank for the keyword seo best practices for example we can use a tool called keyword mods if i go to keyword the keyword explorer tool in moz and just type in seo best practices what it’s going to do is it’s going to give me some volume related to that particular keyword but more importantly what it’s also going to do is going to show me what pages are already ranked for that particular keyword so therefore i can get it a sense of who is already ranking for that keyword so here i can see mozmoz medium.com alexa.com so i can get a sense of what web pages are ranked for particular keyword or group of keywords i want to rank for myself so if we look at tools for keyword research look no further than moz that’s the mods of the tool i would just use but you could also use google’s keyword planner which we used in the example so for example if i go back to the google ads keyword planner if you’re in google ads you click on tools you click on cleveland planner and what keyword planner does is it provides you for a particular keyword the average monthly search volume over the past 12 months it provides you information on seasonality so if i hover my mouse over a graph i’m going to be able to see the volume per month over the last 12 months what the keyword planner also does is it provides me some additional ideas for my particular keyword and in addition to that it’s going to provide me some sense of how competitive that keyword is by telling me whether it’s low medium or high in terms of competition so there’s sem rush there’s also other additional keywords tools out there like word stream or href or the reddit tool keyword it and then moz is is another tool i particularly use so if i go to moz again here i can just type in a keyword that i’m interested in it’s going to give me the search volume of that keyword it’s going to give me the level of difficulty so 50 out of 100 so it’s halfway between difficulty and easy and then it’s going to give me some additional metrics like for example what my expected organic click-through rate would be if i were to rank for this keyword but more importantly what i like about this is we could see exactly what other sites are linked to this particular keyword we’re interested in so here i can look at the top 10 list so this is moz’s keyword explore tool so that’s what this tool is and it’s part of moz.com so there’s a lot of tools at your disposal i particularly use moz i particularly use google’s keyword planner and those are the tools i use but there are lots of tools out there let’s go with the scenario that you have a friend named sam and he has a website where he sells shoes but sam doesn’t understand why his website’s not ranking number one on google and so typically ranked number one on google there are some factors involved and those are factors that are going to help sam get his website ranked number one on google so he can sell his shoes get traffic and convert that traffic to conversions so there are factors involved and so what are those factors well it always starts with keyword research so in order to rank for a website where you sell shoes or you sell products other products like clothing or food or your automobile website your mechanic it doesn’t matter whether you’re selling to customers or selling to other businesses you have to start with the keyword research and so we’re going to go into really explicit detail on how to conduct a proper keyword research and then the second factor involved is high quality content so in order to rank high on google search you need to have high quality content so we’re going to go over what’s involved with creating high quality content then we’re going to take that content we’re going to optimize it using on-page elements and website level factors so we’re going to take into account what’s involved with your website and what’s involved with specific pages on your website in order to rank number one on google then we’re gonna get into the off-site engagement so when it comes to ranking on google you need to optimize your website and you need to do some elements off your website you need to be engaging off your website meaning on other websites and so we’re going to talk about what’s involved with offsite engagement so seo being a major channel for most companies and websites where the opportunity to drive a lot of traffic is there but you have to earn that reward the reward is a lot of traffic but you have to earn the reward there’s a lot of work involved and so ideally what we want to do is follow what we call the 80 20 rule when it comes to search engine optimization and ranking on google and what do we mean by the 80 20 rule well 80 20 means we’re investing 20 of our effort and 80 percent of the results are obtained so we want to invest 20 and get back 80. that’s basically what we mean by 80 20. so for example if 20 of our targeted keywords bringing 80 of the traffic then that’s following the 80 20 rule or 20 percent of our landing pages drive 80 percent of the overall traffic that’s following the 80 20 rule or 20 of our backlinks past 80 percent of our link juice that’s the 80 20 rule meaning these targeted keywords these targeted landing pages these trying to target backlinks using off-site engagement we want to put in 20 of our effort on those keywords landing pages and backlinks in return for eighty percent of the results so without further ado let’s get started with the keyword research let’s talk about that keyword research for a website with shoes and it doesn’t really matter what particular product you have if you need to rank number one on google it all starts with the keywords as i mentioned before and so in this example if you have a website where you sell shoes for kids you’re going to want to be found for certain keywords so the obvious keyword here would be shoes for kids well every keyword that you target has search volume associated with it so that means when we talk about search volume we’re talking about how many people on average type in that keyword or related keyword on google.com or google search and there’s always an average number of searches associated with every keyword and we call that search volume how much search volume so obviously if we’re going to target a keyword we want to have as much volume as possible however there’s always going to be competition for those keywords meaning there’s always going to be other websites who want to rank number one on google for the same keywords and we call that competition or difficulty so for every keyword you’re going to have volume and you’re going to have competition or difficulty and the difficulty ranges as well depending on the tool you use and we’ll get into that in a minute but search volume is how much on average people are typing in that keyword or close variance of that keyword and the difficulty is measured in terms of how many other websites are trying to rank for the same keyword and so ideally when it comes to keyword research we want to find that nice balance we want high volume and we want low competition but at the same time we want to focus on keywords that are highly relevant to our business so if we’re selling shoes for kids and shoes for kids is highly relevant has high volume and low competition then that’s a keyword we want to target so we always want to focus in on those three areas so there’s always a trade-off with keywords so shoes for kids might have high volume but also might have high competition or difficulty if we look for another keyword that’s just as relevant for example shoes for children it may still have high search volume but the competition or the difficulty may be lower and if that’s the case then that may be a better keyword for us to target instead of something highly competitive like shoes for kids we can focus on another relevant keyword like shoes for children with just as much volume and lower competition and the reason why we want lower competition is because we want to be able to rank for that keyword so the higher the competition the harder it is for us to rank number one on google for that keyword and so the whole idea beyond keyword research is analyzing and choosing the best keywords so we want to identify a list of keywords that are always relevant we want to choose the keyword that your competitors are ranking for and we want to use third-party tools to choose keywords to identify which keywords have low competition and what keywords have high search volume so one thing to take into consideration when you’re doing keyword research is that the longer the keyword phrase or in other words long tail keywords or keywords with three keywords in the phrase or more you’re going to always have less competition but there’s always a trade-off with long-tail keywords meaning the longer the keyword phrase there’s gonna be less volume but the trade-off is less competition and so what we wanna do is we wanna brainstorm some ideas and find those relevant keywords so let’s look at an example here so if we go to google ads so google ads has a tool called keyword planner and let’s just say i have a a website where i’m selling dried figs and if i’m selling dried figs i want people to buy these dried figs however in order to attract them i want to be able to show them that hey we have a bunch of recipes and if i show you a bunch of recipes where you can use dried figs maybe you’ll buy these dried figs to use in these recipes and so we’re going to look for keywords related to bread recipes because if we can optimize for our recipes page for bread then that will attract an audience who wants to make bread and use dried figs with those bread recipes so that’s the example i’m going to give here and so if i look at the keyword planner in google ads if i just type in bread recipes what google is going to do is they’re going to give me an average monthly search volume so i can see the average monthly search volume here is 60 hundred and so in order to do keyword research what i would recommend is keep a spreadsheet and so the idea behind the spreadsheet is to document the volume and the competition you’re getting for certain keywords so if i go into a spreadsheet here my theme of keywords is bread recipes my keyword is bread recipes and my volume therefore is going to be 60 500. however if i go back into google’s keyword planner google’s telling me the competition is low so that’s great i want high volume i want low competition but how low is low so we want to be careful so if we’re going to put in numbers into a spreadsheet we want to figure out what

that competition really is for the keyword bread recipes so if i go to google and just type in bread recipes i’m going to be able to see 771 billion results for the keyword bread recipes now is 771 billion are real competition maybe maybe not what we want to do is put in a syntax and we want to put in the syntax all in title and then colon space and then our keyword and the reason why we do that in search is because we want to be able to identify the true competitive number or the true number of websites who are trying to rank for bread recipes and if we put in the syntax all entitled colon and then our keyword bread recipes we’ll be able to see that there are 998 000 results that’s a lot lower than 771 billion so that means that 998 000 sites or listings have the keyword bread recipes in the title tag and the title tag is what shows up in the search engine results and so if i look down and scroll down here i can see bread recipes on every one of these title tags so title tag is an important element to rank number one on google and we’ll talk about that in a few minutes but if we understand that there are 998 000 results with bread recipes in the title tag then this tells us that those are the websites who are trying to rank number one on google for that keyword and therefore those are the websites we need to jump over in order for our website to rank number one on google and so therefore i’m going to put in 998 000 in my spreadsheet as the competitive number and so now i could see for the keyword bread recipes i have 60 500 and if my competition is 998 000 then my kei or keyboard effectiveness index or in other words the ratio of volume to competition is six percent so that’s nothing more than volume divided by competition so that tells me that my kei or my ratio between volume competition is six percent so remember we want more volume than we want competition so anytime you do a keyword research you’re going to find a number of different relevant keywords so if i go back into google’s keyword planner if i typed in bread recipes you could see that google is going to give me a number of different keywords related to bread recipes let’s just say i have another keyword that i want to think about optimizing for being ranked on google for and that’s banana bread recipe very similar keyword as bread recipes except it’s a little longer tail now if i type in banana bread recipe in google’s keyword planner now i can see the average monthly search volume has actually gone up it’s 368 000. i can also see the competition is low so those are good signs so now i can see 368 000 i’m going to go ahead and put that in my spreadsheet now i’m going to go into google i’m going to put in my syntax all in title i’m going to put in banana bread recipe i’m going to hit enter and now i can see i have 233 000 results with the keyword banana bread recipe in the title tag so if i look at the title tags i can see banana bread recipe banana bread recipe banana bread recipe on all the listings in the google search results so that tells me i have 233 000 results that i have to jump over in order to rank number one on google so i’m going to put 233 000 in my spreadsheet now i can see my kei or my volume to competition ratio is 157 158 and so to me that’s a lot better number to work with or in other words that’s a lot better keyword because it’s just as relevant and it has a higher ratio of volume to competition so therefore banana bread recipe is going to be a better keyword to optimize for in order to rank number one on google so that’s the whole idea behind keyword research you want to brainstorm ideas there are plenty of tools out there so the tool i recommend is google ads keyword planner google is going to give you how much search volume they’re going to tell you the competition but then you’re going to go into google search you’re going to use the syntax all in title to get a more accurate read on the actual competitive number and so to find out how keywords that your competitors are ranking for you can use those keyword tools that i mentioned another tool that i use is miles so moz if you go to moz.com they have a tool called keyword explorer so if we just type in the keyword for example bread recipes it’s going to be able to tell us how much volume and the difficulty so you can use other tools at your disposal figure out the volume and the difficulty there are plenty of tools out there but the one thing i would just make sure is you use everything at your disposal so you can use social media to find the most shared article for a particular topic or keyword like bread recipes you could check other platforms that have a lot of shared content like reading and quora where you can ask people about certain topics using keywords to figure out how much competition or volume there might be you can stay up to date on industry news to get an idea of what types of keywords are trending but when it comes to keywords and keyword research remember for every web page we want to be able to pick two keywords we want a primary and secondary keyword so when we do keyword research and we enter all our keywords into our spreadsheet we want to be able to have a number of different keywords in this case we’re focusing on the theme bread recipes we want to have different keywords because we want to be able to choose a primary keyword and a secondary keyword because we want to be able to focus on multiple keywords for each page because we don’t want to put necessarily all our eggs in one basket maybe we won’t want to put all our emphasis just on one keyword to rank for we want multiple keywords to try and rank for so the primary key work and to find the nature of our business the secondary keyword could be just highly relevant to our keyword at the end of the day we want to choose multiple keywords to try and rank on google for that page so for example we have a blog and we’re using ice cream recipes and we’re blogging about ice cream recipes we can have a primary keyword that is about ice cream recipes or homemade ice cream recipes we’re going to always want to find out what the volume and the competition is our secondary keyword could be built around other similar keywords like low-fat ice cream recipes or fat-free ice cream recipes or low-fat homemade ice cream recipes those are complementary key words just like our bread recipes and banana bread recipe so one thing we want to do when we do keyword research is we want to be able to target one keyword per content when you can target many we want to be able to target multiple keywords not necessarily target one keyword and so we want to be able to cluster keywords see we don’t want to target just one we want to target multiple keywords per page and when we talk about clustering if we go back to our keyword research what we’re doing is we’re clustering a bunch of keywords under the theme bread recipes and so by looking at the volume looking at the competition looking at the kei we can choose different keywords for our page and that’s what we mean by clustering we want to cluster keywords into a content theme so why target only one keyword per content when we can target many because we don’t want to put all our eggs in one basket we don’t want to target just one keyword we want to target many and so that means clustering your keywords into a theme and choosing multiple keywords for that particular page and when we do that we have a better opportunity to rank high on google search and the whole idea behind ranking high on google search is we can get the volume so if we know we’re ranked number one on google search for bread recipes or banana bread recipe we know we stand a chance of getting a majority of the volume associated with that keyword and if we can get the volume and get the traffic then we can get the conversions so let’s move on to high quality content and talk about the impact content has on your ability to get your website ranked number one on google so let’s just say you have content on your website and the content is ranking on you know page four of google and it’s that blog with ice cream recipes and if it’s just content for the sake of content is not really informative then it’s not necessarily gonna get good engagement in the eyes of google you know they want to rank content that’s very informative it’s very fresh it’s exciting to read it’s interesting it’s going to have good engagement so if it’s a recipe or an article about any topic if it’s the content is just not informative then you’re not going to get good engagement and when you don’t get good engagement if people don’t stay on the site to engage in the content and they just leave the website after landing on the page causing a bounce then the content is just going to continue to fall down the rankings and we want to prevent that we want to move up the rankings we want to be number one on google we don’t necessarily want to fall in the rankings for our content so content is a key driver in being able to rank number one on google so if the content is on page nine what can we do well we want to be able to you know take that content and do something with it we feel like we did write engaging content so let’s go ahead and share it on social media and to me social media is a good platform to share your content because on social media platforms like facebook for example you’re building a community on that platform that community is already interested in your content so if you’re sharing an ice cream recipe especially in the summer time and you’re engaging with your community on that platform then the likelihood of that community on that platform is going to increase engagement increased engagement will send social signals to the search engine that says hey this content is good quality likewise for any other platform most social media platforms have engagement metrics and those engagement metrics pass signals is it good is it not good do we like this content are we giving it a thumbs up are we going to want to follow it are we going to want to share it and so if you share content that you feel is engaging on social platforms then it’s going to be engaging and it’s likely going to cause an increase in engagement for example a decrease in bounces and once you share that quality content then the likelihood of it moving up the rankings even as far as number one on google is going to be greater so you always want to start out writing good quality content so let’s talk about good quality content because google does take content seriously they do take into account what other people think of that content so high quality content is an important factor so how to create good content that’s always the question so let’s talk about some best practices here remember in the last segment we talked about keyword research so we want to perform good keyword research why because we want to choose keywords remember we’re choosing multiple keywords per page one keyword could be related to our brand one keyword could be related to the content but another keyword could be related to a user’s intent like recipes if you recall the example we use with bread recipes maybe somebody’s looking to type in a keyword that says how do i make you know a bread or how do i make a specific type of bread or how do i make banana bread or what’s the best recipe for banana bread they’re question related and we want to be able to answer those questions so that’s where choosing those right keywords that’s going to respond to a user’s intent so starts with choosing the right keywords so remember we talked about a number of different tools when we talked about keyword research so there’s a research tool that you can use called phrase.io and that will help you do quick research on you know keywords and trends and whatnot so if you know about a research tool that you use for keyword research then drop us a comment below i’d be interested in getting your comments about keyword research and what research tools are out there so if you know something better than phrase.io drop a comment below and we’d be interested in getting your perspective so keyword research is key but creating content that fulfills users requirements so answering those questions it’s a recipe we want to answer that question if it’s directions we want to answer that question if they don’t know how to do something we want to answer that question that’s the whole idea behind content content is not just to fill a page it’s to really fulfill users requirements that’s when you get good engagement so if somebody’s typing in something on google and they’re looking for an answer your content should answer that question but we also want to make the content readable so in other words you know write for your audience don’t impress anybody with very high vocabulary type words that somebody doesn’t necessarily know the meaning of don’t use jargon don’t use a street language for example use everyday common language that’s just easily digestible when your audience is reading and then we want to keep that content organized and so when we mean organized we want to use headers and subheaders you know break your content into paragraphs keep the flow organized if we can keep the flow organized then it’s going to be easier for somebody to read and then it’s okay to add resources especially resources from credible sites so if you can incorporate those resources in there then it’s just going to add the credibility to your content let the audience know that hey i’ve done my research on this topic and this is what this person has to say about it this person who seems to be credible okay so it only adds value to your content so these are all tips to remember when creating content and then the one important tip here is we want to use white hat techniques and when we say white hat techniques that means you know if we’ve chosen keywords that are going to answer somebody’s question we don’t want to stuff those keywords into the content we want the content to be naturally written so when we say opt for white hat techniques that’s what we mean write the content naturally keep it organized keep it readable include third-party sources and make sure it answers a question so they’re different types of content so there’s content where you just write words to install text based you could also use an infographic an infographic is simply just a graphic that visualizes exactly what you’re trying to explain for example if we want to write an article about how to write good engaging content we don’t necessarily have to write all that out as a text we can create an infographic so for example here’s an infographic on 20 effective ways to basically not bore your readers but write engaging content so you could see this is an infographic it’s all graphically laid out so infographics tend to be easier to understand because they’re visual they’re easy for the end user to comprehend because there’s generally no jargon it’s usually images that are portraying the point of what you’re trying to get across and so it tends to break it up the monotony of just text it’s more visually appealing and it’s laid out and organized so you can see this infographic has 20 different steps or rules and they lay those out all here in this infographic and the great thing i like about infographics is you could you could share them on social media you can re-engage them as a post you could save them on really any social platform so infographics tend to tell a better story and versus say just writing text you can use video and images so you don’t necessarily have to lay it all out in an infographic you can certainly insert a video or an image into your content especially if it’s a blog post if it’s a blog post then sometimes video and images on its own tell the story you don’t necessarily need text to go ahead and tell your story a video or an image as they say tells a thousand words and so images and videos are great to use in a blog post so using different forms of content you know you always want to review your content when a user dwells on your web page for a longer time google will tend to think okay this person is engaged so we’re going to rank that favorably so if you’re using infographics videos and images then the chances of somebody being more engaged are going to increase versus just text that’s not well organized and written out in a way that somebody doesn’t necessarily understand so be creative in the types of content you use so longer engaging content tends to bode well with search engines so this is according to hubspot so the more word count you use the more words you use the chances of you ranking higher are going to be better just take into account best practices you want to maybe break up the content with an image organize it make it engaging use headers so it’s not necessarily just words it’s the words and how those words are written how they’re structured the types of keywords you’re using how you’re engaging with your audience there’s a lot of factors again those best practices we just went over but the key is you know if you have longer more engaging content then it’s going to bode better for you on search engines so a couple of steps to create high quality content so you want to begin with a comprehensive introduction so always introduce your content remember the content should be relevant to the keywords so if you’re choosing keywords in your keyword research think about answering that question if somebody’s typing in bread recipes maybe they’re looking for banana bread recipes how to make the best banana bread or how to make banana bread using dried figs we want to be able to align our content with that keyword naturally you want to create a title that’s worthy that’s click worthy so remember if you’re in google search and you’re doing search for something simple like bread recipes we want to make something that’s going to be you know engaging for somebody to click on like easy perfect yeast bread or easy crusty french bread or something that’s going to be engaging you know the best bread recipes or how to make the best homemade bread you know something that’s going to draw somebody’s attention to the title of that blog post so we want to include lsi keywords so what i mean by lsi keywords in your content we mean you know long tail keywords make it natural headings and subheadings should consist of keywords and variants so if you’re writing headers and subheaders include the keyword in there and that way the the content always stays relevant to the audience okay shorten your sentences and paragraphs so don’t write long paragraphs remember we want to break this up we want to make it easy for the end user to read and we want to always put internal links on our blog post why because if we have internal links then if we have a link from one blog post to another blog post or say our blog post to an internal page on our website we want to make sure that it’s relevant content that way somebody’s reading something and you have an internal link let’s just say from a bread recipes page to a banana bread recipes page then they may find it interesting click on that link and go to the banana bread recipes page so it’s keeping somebody engaged on your website so putting in internal linking will help keep the end user engaged because you’re offering up links that’s relevant to the content you always want to break up that content with images okay we want to use alt tags meaning we want to pen the image with text so that way if the image doesn’t load then at least the alt text will load so we can incorporate call out boxes and more importantly we want to update our content regularly so we always want to get the best recipe out there if it’s banana bread or different ways to create banana bread or always just coming up with ways to update the content so we want to keep our content our blog post fresh and then we want to include a cta call to action if we include a call to action then that’s going to keep somebody engaged and have them act on your content so these are steps to creating high quality content and so let’s look at an example here and this is a three month old post on buzzfeed and it’s 21 pictures that restore your faith in humanity so it has a lot of likes a lot of tweaks and that means it’s engaged people are engaged when reading that and so if we go and look at it as an example we could see it on a buzzfeed here 21 pictures that will restore your faith in humanity so this was written back in 2012 again a lot of engagement but if we look at it we can see immediately that it’s taking into account third-party sources it’s got some content it’s got images it’s being broken up by images we can see there’s call to actions on there in the form of social so people can go ahead and go ahead and share it if they like it okay it includes videos includes images third-party sources so it’s a good post because listen you know it’s engaging content it’s probably answering somebody’s question about humanity and we could see clearly that look you know there’s a lot of different examples here from a lot of different sources and we could take action on this content so not just video not just images but text as well and so it’s very engaging answers questions takes into account the different types of content available so this is a good post in that regard so content’s updated regularly it’s engaging and it includes sources from high authority websites some do’s and don’ts on the content so take into account the best practices i mentioned about creating high quality content answer those questions that the end user wants to hear you know because that likely is going to be their search and so you want to be able to respond to the end user that’s part of creating high quality content different types of content i.e in the form of infographics or videos or text or images you can add images from public domain sites you can be relatable and use examples to clarify points just like the buzzfeed article simplify complex words don’t use sophisticated language talk to your audience as if you they were standing right in front of you and use bullet points to exemplify your examples your points so some do’s that don’ts obviously don’t lift content we don’t want to lift content from another website so that’s plagiarism so we want to have our own unique content we also don’t want to take images from other websites and so if you do happen to find an image that works for your post and it’s on somebody else’s website ideally that’s not a good situation but if you do happen to do that then always give credit to the website okay so if you took it from xyz.com credit xyz.com for the image and even put a link back but ideally you don’t want to take images from other websites just as much as you don’t want to take copy you don’t want to take images use your own imagery and content but if you don’t have imagery then you can always go to stock photography there are plenty of websites out there where you can sign up for a subscription like adobe stock images as an example you can sign up for an account and in some cases you can sign up for a free account and use stock imagery okay don’t give less information to your audience give them to your audience what they deserve which is the information they’re looking for they’re looking for the best banana bread recipes give them the best banana bread recipes incorporate your own images break it up with titles give them a good quality piece of content that they’re going to be able to engage with and so if you put long paragraphs in your content then it’s going to be less engaging so try to avoid those long paragraphs remember shorten up the paragraphs keep the language simple add in images answer those questions use third-party credible sources but write it in your own words and you should be on your way to creating good quality content okay so now that we’ve talked about high quality content in order to get your pages ranked high on google search let’s turn our attention to optimizing on page elements and discuss some website level factors that are both going to help you rank high on google search so let’s just do an overview of what we’re talking about when we talk about on-page elements and website level factors so optimizing on-page elements include a number of different things but primarily we’re going to focus in on meta tags also known as meta description tags header tags also known as title tags and urls so those are just some of the on-page elements we want to be able to optimize using relevant keywords in order to rank high on google search we also want to take a look at some website factors that will affect our ranking on google search they include website architecture having a secure website having a site map and taking a look at page speed so all of those are some of the website factors we need to take into account in order to rank high on google search so title tag and meta description together are considered meta tags so both play an important role in ranking high on google so we want to be able to write unique title and descriptions for each page on our website when i say unique that means a title in the meta description need to be different for every page on the website and so if you’re not quite sure what a title tag and a meta description tag is if you go to search and just type in any particular search query the title tag is what’s going to show up here and bold and then the description is going to show up below it below the url and that’s going to describe the page so both of these meta tags are important because it describes what your page is all about and that’s what google uses in the search results pages so we want to be able to pay attention to the length of our meta tags so if we go back to our search results pages met title tags are generally 60 65 characters meta description tags are generally 160 characters so anything really longer than that then what’s gonna happen is the meta description tag or the title tag will get truncated and so if we look here for example we can see all of the title tags here fit the 65 character limit but if you run over the character count on meta description then google is going to truncate the copy so you want to stay within your parameters in order to avoid getting your content truncated and so the other thing when we’re writing title meta description tags we want to minimize keyword repetition so if we’re optimizing for keyword we don’t want to necessarily just plug that keyword into the title tag and meta description multiple times we want to make sure our title tags and meta descriptions are naturally written so if somebody’s typing for banana bread recipe with dried figs you know we want to have a nice title tag and into this description that is going to get somebody to respond based on their need and so we definitely want to avoid keyword repetition but we want to be able to use that keyword in the title tag because if you remember from the earlier segment when we did the all in title syntax to find out exactly how many competitors were using that particular keyword well we obviously want to use that keyword in the title tag because again the title tag is an important factor when it comes to search engine results so we want to use the keyword but we want to avoid stuffing or using it repetitively in our title tag and our meta description we want the title tag and the meta description to describe the page sound natural but also be engaging because the point is we want people to click on our link and go to our website from search engines so title tags with numbers tend to result in higher click-through rates this is according to mods so for example if you just put in a title tag that says learn digital marketing well that may work but if you put a number in there like five easy ways to learn digital marketing that might get somebody to click on your link and go to your website so having questions in your meta tags can also increase your click-through rate for example if you just put learn the importance of first page rankings not too bad but again generic but if you put it into the formal question how to rank number one on google it’s more action oriented it’s gonna get somebody to resonate with the question that they have and that may be their query how to rank number one on google and so these techniques will help you get higher click-through rates and so according to backlinko title tag with a keyword can improve site ranking so remember we want to include that keyword in the title tag even though we only have 65 characters we want to include that keyword but we want to avoid stuffing the keyword in there we want to again make the title tag action oriented maybe with the number maybe as a question with the keyword in there once naturally not easy to do but that’s the beauty of seo if you can follow these best practices and write a good title tag then the chances of you improving in your search results are going to be greater so having only one h1 tag in your post is going to be good so remember when somebody clicks on a link so let’s say they do find a title tag engaging and they click on this this link here and they go to that website you know you want to start out with having that particular h1 tech because the h1 tag especially with the keyword in it is going to signal to google hey we’re organizing our page and because it’s an h1 tag it’s important we’re structuring the page according to best practices so having only one h1 tag in your post is definitely helpful having multiple tags h tags in your post help organize the page a lot better so we want to add that targeted keyword in that tag and your header tag should be relevant to the content so if we go back to our example of the using dried figs with banana breads well the title says california fig banana bread and remember the last segment when we’re talking about high quality content we’ll look no further than including a video into our content so not only will this video help keep the engagement high but it breaks up the monotony of the page and it’s from a third party source so it adds credibility to the page so adding a videos based on the last segment of high quality content definitely helps with ranking high on google search so following hierarchical structure that means putting those h tags in there h2 tags help break up the content and we want to avoid repetition of h1 tags on your different web pages of your site meaning don’t just put the same h1 tag with the same keyword in it and keeping it blase we want to make those h1 tags exciting to read but also used appropriately to break up the content so remember all white hat techniques we want to avoid hidden texts we want to avoid stuffing keywords we want things to be natural we don’t want things to be forced and your h1 tag should be 20 to 70 characters don’t make long h1 tags so if we go back to our page example a short sweet tag here california fake banana bread it’s relevant to the content it’s short sweet and breaks up the monotony of the content and more importantly and again any content you have on the page should always answer the user’s intent remember people are using search to answer questions find information our content should be able to answer that for them so according to john muller senior webmaster trends analyst at google header tags would definitely help google for rankings in the search results so we want to use header tags so when it comes to urls we want to use hyphens and avoid underscores so if we look at this url here this uses hyphens fig and banana bread so it’s all broken up with hyphens that’s a best practice remember canonical urls a canonical url signals to google this is the original content so we want to use original content and if you have multiple sources of content out there on say different websites we want to use a canonical tag to signal to google this is the original content please index this content and that doesn’t hurt to use a favicon url meaning a small icon it helps to break up the monotony and help your url stand out we can add targeted keywords in the url so again looking at the url here i can see we’re using targeted keyword as part of the url structure vegan banana bread and notice the h1 tag is fake banana bread so it’s all consistent and it flows naturally urls that are no longer existing then we want to be able to set up a redirect for those urls meaning a 301 redirect is a server response for google that says hey google this page is no longer available but we permanently redirected it to this page which is now available so that’s what a 301 redirect does it helps signal to google and all the other search engines that if the page is no longer there that’s fine you’re just going to go to this page this is the page that’s permanently there now and another thing we want to do here is if you have mobile urls you want to include those in the sitemap and we’re going to hit on that in just a minute but all urls should be mobile friendly as well as desktop friendly meaning take into account those best practices keep your url short use hyphens put the keyword in that url and make it easy to understand want to avoid capital letters in the urls the urls are case sensitive so go lower case you should always go lower case from the url readable urls again the rule of thumb here is if you understand what the url is then google is going to understand what the url is so the shorter the url the easier it is to read the easier it is to read the better chance you have to rank high on google search so according to backlink 2 urls that are shorter definitely definitely help you rank so we want to be able to shorten those urls keep them short and sweet don’t make them long and unreadable so those are some on optimized ways or on-page elements that help you optimize now we want to look at some website level factors that will help you optimize and rank high on google search so good site structure provides better crawling for search engine bots and what do we mean by that well we mean having your site organized in a fashion that google’s going to be able to find all the pages so what do we mean by that create a logical hierarchy structure so if you’re selling shoes you know you’re going to have a home page break the structure up into men’s shoes women’s shoes children’s shoes then under men’s shoes you could have it by brand it could be nike puma adidas on the women’s side it could be nike puma adidas on the child side it could be nike puma adidas and so you want to keep the structure flow in a hierarchy do we want to balance the amount of subcategories within each category so the men’s if it has nike puma adidas the women should have nike puma adidas and so you want to code your site navigation and css or html meaning we want to be able to use something that google is going to be able to index so most sites are built in html and that’s what google likes to index they like to index something that they could take back to their servers and then more importantly build a comprehensive structure for internal linking so internal links mean that if you’re on a site you should have natural links pointing to other pages on your website so to keep the flow going and we don’t want to have unnatural inbound things you always want to have natural internal links to keep the flow of the user going from one page to the other so here i can see as an example all the ingredients in this recipe well this has an internal link to another page on our site and this happens to link to a page where somebody can buy the ingredients so it’s a natural internal link so john doherty of credo has claimed that one of the biggest changes that he can make in fixing the credo website is architecture so for example in credo john dougherty has increased the organic sessions by 74 and pages by per session by 41 just by changing the site architecture so you’d be surprised by changing the site architecture what that will do to engagement and so let’s turn our attention to secure versus non-secure so what we mean by that is securing your site we want to make it sure that compliant with certain protocols and so if we go back here we can see that this particular site is compliant it is secure https means it has a secure license meaning the site is secure so google likes secure versus non-secure so non-secure would be http so we want https as our protocol and what that means is just enabling ssl certificates and that means when you enable an ssl certificate that means your domain or your protocol is going to be turned to https so google prefers sites that are secure versus non-secure so if you use hsts as a protocol that adds an extra layer of security over the https and hsts prevents cookie hijacking so adding multiple layers of security always helps in my opinion if you have an http website a non-secure website you should look into buying an ssl certificate getting your sites flipped over to https because what’s going to happen is your url structure is going to change when your url structure changes google’s going to recognize that because they’re going to index your site and when they index your site they’re going to see those secure urls and that’s going to work favorably in your favor and help you rank higher on google search so websites using secure or https have a higher chance of ranking higher so https is a ranking signal because google indexes those pages so let’s also talk about sitemaps so sitemap is one of the most important ways to improve your website ranking why well because sitemaps are a way to organize all your urls into one file so we’re basically going to prioritize all our web pages in a sitemap so if you go to any particular website and you type in sitemap xml you’re likely going to see all the pages on your website so usually the site map is located in the root directory so if i type in sitemap.xml i’m going to be able to see all the pages in my root directory and i can also prioritize them i can also alert google as to how often they change and every page is going to have a date stamp associated with it so google can actually see how often it changes so remember we want our content to be updated frequently so content’s not updated frequently or it’s not fresh then google is going to see that site that date stamp that last modification down so we want to be able to make sure content’s updated frequently we want to let google know that we change it frequently and we want to be able to prioritize our pages let google know hey these pages are important to us so all that can be set up in a sitemap we want to be able to add canonical versions of urls in the sitemaps so we want to be able to add all our original urls in our sitemap and so we always want to build dynamic urls sitemaps for larger websites and what i mean by dynamic urls that means that if i look at this sitemap and we’re always adding content let’s just say in the form of a blog well guess what we want those pages to be added to the site map as they’re published so as we add pages to the blog or to the site then they should automatically be added to the sitemap and so in effect what’s going to happen is we’re going to be able to see the site map grow with more urls when the sitemap grows with more urls then that means then google is going to index more pages they’re going to index more fresh pages so they’re going to be able to get those pages that are just published quicker so that’s the whole idea behind dynamic site maps is we want to be able to capture all the urls just as they’re published and we want to be able to maintain our site maps and so i would always recommend a dynamic sitemap but you can always create your own sitemap just by going to a tool called xml sitemap so if i just type in xml sitemaps into google search here i could see xml sitemaps generator and i can be able if i have a small website just create a free and simple sitemap on my own when xml sitemaps creates it or your platform creates a dynamic sitemap either way the sitemap’s going to sit in the root directory and then what we want to do in turn is let google know where that site map is so in search console we want to be able to submit the sitemap so you’re going to add the sitemap you’re going to let google know where it is it should be in the root directory and it should be called sitemap.xml and when you do that google is going to be able to take those urls and index them so we could see we submitted 528 urls google index 521 so one thing about urls here is when we create a sitemap we’re putting all your urls in there we do not add no index urls in your sitemap and what that means is that any url we don’t want google to index we’re just going to exclude from the sitemap okay so we want google to take all the urls we want indexed and put them in the sitemap so according to edgy using sitemaps for seo can increase your website’s visibility and help you get indexed why because what you’re in fact doing is taking all your urls that you want index you’re telling google how often they’re modified you’re telling google which ones are important and you’re submitting that to google and so google is going to be able to take all those urls quicker index them quicker and when they’re indexed quicker you can get ranked quicker and when you get ranked quicker you can get traffic quicker so that’s the whole idea behind site maps so let’s turn our attention to page speed now so when the last factors for our website besides architecture making it secure and adding sitemaps is want to take a look at how quick our pages load here are some tips in order to optimize page speed because ideally the quicker a page loads the more engaged the user is going to be if it takes a longer time for the page to load all the elements of that page then what’s going to happen is the user is going to get impatient maybe leave the website all together or go to another page and so we want to be able to optimize images so any image that’s of large size in terms of megabytes we want to be able to optimize that to compress the image so that’s one way to speed up page speed we want to use a simple website design you know html with css or cascading style sheets just a simple design with simple hierarchy and website navigation structure so nothing fancy nothing complex just a simple website design with optimized images we want to leverage browser caching and we want to upgrade the server response time meaning all your files are sitting on the server so when somebody goes to web page the server is serving up all of those files the images the text etc and so we want the server to respond as quick as possible so when it comes to page speed we can look at the factors affecting page speed in google analytics so if i go to google analytics and i go under behavior and i go under site speed and i go to overview i’m going to be able to see what my average load time is for my site and ideally we want our pages to load as quick as possible so that means anything under four seconds anything four seconds or higher and it’s likely the end user is going to leave the page there’s a correlation be between page load time and bounce rate and so what google actually does is give you speed suggestions so if we do have a page that loads slow we can just go to speed suggestions and google analytics and we go to speed suggestions then google’s going to be able to tell us hey this particular page load fast this potential page loads slow and if it loaded slow why is it loading slow so here we could see the home page of the example is loaded on average of seven seconds well if we look here they’re going to give us some suggestions so if i click on this page speed suggestions it’s going to load a report and a tool called page speed insights and basically what it’s then going to do after it’s done running is it’s going to tell me all the ways in which i can optimize my pages not only for desktop but also for mobile so here i can see for desktop or for mobile i can look at some ways in which i can optimize it to increase page speed for example sizing my images properly server response time reducing my server response time avoiding multiple page redirect so there’s a lot of opportunities that we can do to speed up page load time and all that’s found in page speed insights and all that’s found within google analytics so remember optimizing code minimizing redirects optimizing your images upgrading your server response and all of those are factors and so again you can go into analytics page speed insights and you can see exactly what google is recognizing as what’s lowering or slowing down your page load time so google takes site speed as one of the most important ranking factors why because they’re going to rank pages not only with high quality content that are relevant to the keyword queries but they want those pages to have a good user experience so if somebody clicks on the page then the user should be able to see that content fairly quickly and so that’s why it’s such an important factor so the quicker your pages load the chances of you ranking higher are going to be better so according to web performance today walmart as an example experienced declining conversions so what they did was looked at their page speed and when they looked at their page speed you’d be surprised what that did just increasing it from one to four seconds or decreasing it basically increase conversion so there’s always going to be a correlation between how quick a page loads and how engaged the user is because if it’s users engaged they’re going to stay on the site and if they stay on the site then their chances of converting are going to be higher so just even one to two seconds increase in page load is low time will make a world of difference in terms of engagement and conversions let’s turn our attention to off-site engagement so previously we talked about on-page elements and website factors that affect our rankings for search results but we also need to turn our attention away from our website meaning what we do on our website and turn our attention what we can do for our website off our website and on to other websites so that’s off site engagement and so let’s look at an example so that ice cream recipes blog so we did everything we possibly could we updated the meta tags the title tag the meta description we added h1 tags we made sure the site architecture was sound we submitted a site map we we made sure the page load was good and fast so we did all the things we’re supposed to do on our web page but we’re still not ranking well what do we need to do well we need to turn our attention away from our website into other websites we call this off site or off page seo and we need to basically generate links from high quality sites back to our site so if we’ve done everything we can on our own website and we’re still not ranking where we want to be well then we need to turn our attention to other websites and so if we turn our attention other websites and other websites that are relevant other websites that are of quality other websites that have high domain authority then we’re going to see an increase in rankings so it’s just a matter of getting quality links from quality websites that are relevant that’s what’s going to move the needle on search after we’ve taken care of all the on-page elements so more backlinks from high domain authority results in higher rankings seo is a combination between what we do on our website meaning optimizing the page and making sure our website has good site architecture and follows the best practices in terms of site maps and page load then we need to turn our attention to the backlinking to improve our domain authority so according to backlinko analysis offsite engagement is one of the most important elements for ranking number one in google so you can’t just focus your attention on updating the title tag and making sure the pages load fast you have to turn your attention as well to getting back links from high quality sites that’s off-site engagement and so gaining links back links from multiple danes is vital it’s vital because they bring referring traffic to your site they bring credibility to your site but more importantly google is going to recognize the relationship between these sites and your website and if these sites that have backlinks or links pointing to your site and if they’re of high quality then we call that passing link choose so it’s going to bring quality to you in terms of organic search so if we look at an example if i do a search for banana bread recipe there are 241 billion results for banana bread recipe why did this particular page from simply recipes rank number one well we can turn our attention to moz and moz has a report called link explorer and so moz link explorer report helps us identify our own page authority our own domain authority and how many links we have from other quality websites so if i put that particular url into link explorer and notice the url here is short even though it uses an underscore when it shows a hyphen it’s still ranked number one and why because off page elements help this page rank number one why their page authority out of 100 is 58 their domain authority out of 100 is 82. and what does that mean well that means that they have a lot of good links from other domains of high quality they have 824 linking domains to this one domain they have 3 600 inbound links and they’re ranking for a lot of different keywords so if we scroll down we’re going to be able to see kind of a break out the quality of websites that are linking to them so they have 19 domains with a domain authority of 91 to 100 linking to them they have 15 domains between the range of 81 and 90. so what does that tell me between 15 and 19 that’s 34 particular domains that are very high quality linking to it and so we could see the breakout of the linking domains we could see the top file links to the site and we could see the page authority so the link explorer report gives us an overview of what pages are linking to ours and it also gives us an idea of what our own page authority and domain authority are because domain authority and page authority both need to be high in order for us to rank on google search in order for it to get high we need links from high quality sites so that’s the whole idea behind off-site engagement so some of the offside engagements are influencer marketing meaning is there somebody out there on social who has a huge following but not only do they have a huge following but are they relevant to our product for example usain bolt who’s a famous sprinter if we’re selling shoes and we’re selling nike shoes maybe usain bolt can reference us on twitter or facebook that’s influencer marketing getting people to influencing people to buy our product we can engage with audiences on multiple social media platforms like facebook and twitter meaning if we’re running a promotion on those running shoes then we can promote that on facebook okay we can promote that on twitter we can also bookmark our webpage on popular bookmarking sites like stumbleupon we can also put our content on discussion forums like reddit we can join high pr quality q a sites excuse me and post answers to questions related to our business like cora.com so we can engage in sharing our content and answering questions so there’s lots of ways to get links to your website if you have a blog post as an example you can make sure that maybe that content is shared on a similar blog post so if you have an ice cream recipe blog post well maybe you can look at a dessert blog post and share your content on that particular blog post and have a backlink pointing from that blog post to yours as an example and you can reciprocate so the whole idea of content is sharing the content but at the same time of sharing it you’re producing backlinks and backlinks help domain authority so not only do they help domain authority but they improve the search rankings so in google’s eyes the higher your domain authority higher the page authority in google’s eyes that means your page is important it’s credible and we’re going to prove it in the search engine rankings it increases brand visibility if we have our content on a highly engageable website a highly popular website or a blog it’s not it’s going to lift our brand visibility if we have usain bolt who’s very famous sprinter do some influence in marketing for us then that’s going to increase our brand visibility so anytime we can associate with something that has some influence or some clout or high domain authority then it’s only going to increase our brand awareness and visibility so again it’s going to increase our domain authority because of the association of passing link juice from one domain to another it’s going to then as a result increase referral traffic because if we’re on a high quality website that gets a lot of traffic then the chances of some of that traffic go on our site is going to be great and again it improves the credibility and trust of our website and that’s what we want we want google to trust us and a way to build trust is by associating our website with other websites of high equal or higher quality so when we talk about offsite engagement we want to do some guest posts on relevant websites so if you have that ice cream blog go to another blog like the dessert blog and do a guest post so not only that will that improve your brand awareness but it’ll generate a backlink and maybe drive some referral traffic you can participate in forums and blog discussions like core.com or reddit get your content out there start a discussion about a specific topic to engage users build brand awareness and generate that backlink you can always you know put your your site on a directory like yelp for example or yahoo directory you could prefer testimonial link building meaning if you serve products or offer up a service well somebody could provide a testimony on their website or you could just earn backlinks from relevant authoritative web pages like we mentioned quora or wikipedia there’s plenty out there so the idea is to associate yourself with high quality websites but do it naturally you don’t want to force anything so if you’re selling a specific service or you’re selling a specific product look for like mining services or products that complement what you do and that’ll create the natural environment natural ecosystem that will eventually give you the benefits that you need to rank higher in the search results pages so we don’t want to purchase any links we don’t want to cloak content we don’t want to just inject links on sites that aren’t relevant we don’t want to just have site-wide links all over the place pointing to the same page and we certainly don’t want to be on low-quality websites or directories it’s all about quality not quantity with offsite engagement so having offsite engagement complements what you do on your website for onsite together both of those efforts will get you higher search engine results so let’s start out with why gtm so let’s just say you’re sam and you have your own e-commerce website and you want to understand how people are interacting with your website well sam today’s world of websites contain a lot of interactivity everything from videos to pdf downloads to commenting to form submissions uh to all sorts of chat functionality interactivity going on throughout the website so there’s just a lot that you need to track outside of just page views and so really what gtm does is they help you track all these things i just mentioned everything from somebody clicking on the play button of a pdf to somebody clicking on the submit button of a form to somebody entering in something on a chat function so that’s what gtm is so why gtm because it helps us track all that interactivity so all gtm is is really allows you to really place a piece of java code which is just script and the script that’s added to a web page to collect information so that’s really what a tag is it’s just some script that gets put on a web page in order for you to collect information like page views clicks etc and they send it to third-party tools okay so that’s what gtm does it it basically allows you to take all these tags that collect information and you can use them in gtm so if you want to for example collect how many people you know enter a chat functionality and start chatting well you’re gonna take that script and you’re gonna put it in gtm and gtm will then allow you to start tracking that information so that’s really what gtm is it just allows you to put tags into a container or think of it as a toy box you have all these toys and you want to track well you can put all those those toys or tags in a toy box or container and we’re going to talk a little bit more about that but before we get into gtm let’s just say you know you’re communicating with your developer and there’s a new user request on your webpage and you want to update the tag well your developer considering it’s probably a small update to your website he’s probably gonna not um hesitate and is gonna go ahead and turn around and do it normally and so normally what happens is the developer is gonna go to the website and update the tag well what if you have a few things that you want to track all those things i mentioned before from downloads to clicks to you know somebody checking out to watching a video well your master your web developer is going to go well hold on a second now all these requests are going to take time i need to put them into the work queue so to speak well what happens is when they go into work queue usually it’s going to take some time and in some cases you as a marketer need to launch a campaign and you want to get that tracking uh added to the website in time for the campaign launch so you want to go ahead and quickly turn around the tracking for that particular campaign let’s just say you’re launching a campaign and you’re sending people to a landing page that has a form submission and you want to be able to track how many people click on the submit button of that form submission well if you need to turn that around your developer’s like well i need to put that in a work queue the timing isn’t going to always work out between you and your developer is my point and so that’s where gtm comes in because there is a solution update your tags faster and that’s google tag manager so when we say gtm that’s what gtm stands for google tag manager it’s a place for you to add tags quickly and easily so tags remember are just snippets of code that allow you to track things on your website interactively interactive activity and basically when you have gtm you can bypass the webmaster and do it quickly and easily so that’s what gtm is all about so why gtm because we just identified two benefits one you could track all the interactivity on your website and two you can bypass your web developer or webmaster and so that’s the benefit of gtm so the benefit you get those tags updated very quickly via google tag manager okay so that’s what tag manager is so what we’re going to talk about today is specifically what tag manager is and what it does we’re going to list some of the benefits of tag manager we’re going to show you how it works and then we’re going to show you how to get started with tag manager tag manager if you’re not familiar with working with webmasters and dealing with javascript and tags and all this jargon is just new to you today okay well don’t fret sit back we’re going to take it slow this is an introduction into google tag manager again let’s start out with what is tag manager so we’ve already introduced it to some degree because we already introduced is a tool where you can put all your tags into a toolbox toy box or container so to speak right and we already already mentioned that hey you can bypass your webmaster so you’re probably thinking well if i’m if you’re not familiar with tag manager how can i bypass my webmaster well first of all it’s a free tool and it’s a google tool hence the name google tag manager and it helps you really that’s the main point is deploy and track tags on your website by passing your webmaster so that’s tag manager and so examples of tags that can be deployed vehicle tag manager are numerous these are just some examples like google analytics facebook pixel tracking or google ads there’s no limit into the number of tags you can track in tag manager there is no limit you can add any number of tracking tags and tag manager okay so some of the benefits well again i we just listed two you can put any tag into tag manager and track that onto your website and we know you can bypass your web developer or webmaster and what it also does is it also allows you to test and deploy your javascript codes quicker so remember these javascript codes or snippets of codes are just there to track certain things on your website whether that be a page view or somebody clicking on a play button or tracking somebody who converts or even just goes to your website so the biggest benefit is you can take that snippet of code let’s just say facebook let’s just say you’re doing facebook marketing and you want to put that facebook pixel on your website so that you could track people who come from facebook and convert well you don’t need to put that facebook pixel on your website you can go right to tag manager and you can put that snippet of code right in tag manager really quickly and the other benefit here is all tags are managed in one place and that’s that to me is really a good benefit because when you start adding tags on your website and you have some tags in tag manager it just gets very confusing so ideally all the tracking code you have on your website needs to be in tag manager think about that all the tracking so if you’re doing bing or you’re doing facebook or you’re doing twitter or you’re doing linkedin and you’re doing google you’re doing all this type of marketing on all these different platforms you’re going to have tracking code for all these different platforms and instead of putting on that code on your website return gonna slow down the slow

time of your web page and website you want to put them all in tag manager so they can be organized and you know exactly what you’re trying to track and the other great benefit of tag manager is there’s a versioning control so let’s just say you have added tags to your website via gtm for the last six months well and let’s just say you add another tag yesterday if you added that tag yesterday and something doesn’t work well you can just roll back to a previous version it’s that simple so you have versioning and that’s that’s a good thing when you have versioning you can control what gets published and if something doesn’t work after it gets published then you can roll back to a previous version so it’s a a piece of mind so to speak just because you’ve had code to your site there’s no guarantee it’s going to work and so you can always control what version you’re dealing with in tag manager and we’ll talk a little bit more about that so the biggest benefit here to me with tag manager is you have event tracking and so we talked about some of the things you could track on your website from videos from play buttons to somebody clicking on the stop on the video or pausing it all the way to somebody again chatting or let’s just say somebody clicking on that purchase button on your website okay and you want to track all these different things these different interactivities and buttons well event tracking is what you’re going to use to track all those buttons and to me this is the biggest benefit of tag manager and i’ll show you some examples as we go along and if we didn’t mention it already i’ll mention it again it is free tag manager is free there’s no limit so once you have tag manager going you can add as many tracking codes as you want there’s no limit on the number of tracking codes you can add to tag manager okay so it’s free and you can use it to its fullest advantage okay so it’s also high security meaning that it has different levels of permissions okay so you can have uh somebody just go in and look at the different tags and tracking codes you have in gtm or you can have somebody who is very familiar with tag manager and go in and add the tracking code to tag manager and then publish that tracking code when it gets added so those are all the benefits let’s talk about how it works now specifically how does tag manager work because you’re like rob okay again a lot of jargon you know you you got tags and javascript and and versioning and publishing and all this other stuff well i know i’m throwing a lot at you at once but just bear with me here okay so let’s start talking about how it actually works so you have a website okay whatever that domain is you have a website and there’s chances are on your website you have some form of interactivity whether that be a video whether that be a blog whether it be a form submission you have a website with some interactivity and let’s just say you’re even thinking about getting ready to launch some type of campaign on maybe google or facebook and you want to drive traffic to your website fair enough you’re joining the millions of other websites that are out there that have interactivity that also drive traffic to the website so income’s google tag manager and so tag manager is important because again we know we want to track people coming from that facebook campaign or that google campaign interacting with our site so if you are running facebook and you are running google analytics well guess what you want to put that tracking code in tag manager so google analytics being a google product works very nicely with tag manager facebook has its own tracking code but you still want to be able to track people who come from the facebook campaign to your website so you’re going to get that tracking code from facebook and put it in tag manager that’s generally how it works so here information from your website is shared with another data source through tag manager so think about that if i add facebook tracking code to tag manager or let’s just say i had google analytics tracking code to tag manager tag manager is the one that’s pushing out and doing all the heavy lifting they’re the ones that are controlling what code gets fired and what code doesn’t so if you’re putting the code in tag manager tag manager is controlling the code think about it that way and let’s show you an example of what that looks like so here i am i’m in tag manager i just went to tag manager.google.com and here i could see a list of tags so in our conversation we’re talking about tracking facebook and we’re talking about tracking google analytics well google analytics is easy because it’s a google product so here if i look at all the different tracking code i have on my website through tag manager let’s just take a look at google analytics so if you’re going to use tag manager you might as well put the google analytics code in here so here i can see i have google analytics as a tag in tag manager now for facebook if i’m running a facebook campaign well i can take that pixel tracking and put it in gtm as well and here i can see facebook pixel that is that code is added to gtm i just basically took what facebook gave me and put it into google tag manager so you can see i can add facebook and google analytics and again i can’t stress it enough any tracking code from any platform i can add to google tag manager in order to track the behavior from those sources so let’s take a little bit deeper dive into how tag manager works so i just showed you an example of how you could take facebook and google analytics code and put it into tag manager but if you’re not familiar with tag manager then how do i do that well let’s talk about the structure and how tag manager works so when you have a tag manager account you have a container remember i mentioned toy box earlier you have a bunch of toys if they’re they’re code and you’re tracking different bits of code from different platforms like facebook think of those as toys and you have a toy box okay well that’s what this code is and that’s what a container is the code is the code and that’s going to go into the toy box or container and so the way tag manager works is you have tags triggers and variables so if i take my facebook tracking code and put it into a container i need to set up a tag and a trigger okay so let’s take a look at what that is so first if i go back to tag manager i’m going to have an account and if i have an account i’m going to have a container so here i’m just going to click on an account with a container and a container is nothing more than what website you’re adding the tracking code to okay that’s all the container is we’re just letting tag manager know this is the website we’re adding all this code to so you have tags triggers and variables that’s the structure of tag manager so tags are just what it says tags what are we trying to quote unquote tag well if it’s google analytics that’s easy here i could see i have google analytics added so if i click on google analytics here’s my tag and if i take a little bit of a deeper dive there since google analytics is a google product it integrates already with tag managers it’s pretty easy i can just choose google analytics then i’m going to check page view and that’s my tag now every tag needs a trigger okay so i need to tell tag manager how or when to fire the google analytics tracking code so in this case i’m going to tell tag manager to fire on all pages so if i get somebody a visitor to my website analytics is firing on all pages so whatever page that visitor lands on google analytics is going to fire so that’s really what it comes down to is i have a tag and i need to tell tag manager when to trigger that tag that’s really what the structure of tag manager is it’s tags triggers and variables and variables what we’re going to talk about here in a couple minutes but you have a piece of code you’re going to go ahead and put that into tag manager you’re going to tag it and then you’re going to fire that trigger so let’s take a look at another example here if i go back here you can see facebook well here’s my facebook pixel okay that’s my tag so when is it gonna fire well it’s gonna fire on a specific domain or subdomain that’s basically what we’re doing we’re trying to tell gtm when to fire that particular tag so those are the three main components a tag okay which is going to contain the javascript code that you get from say facebook the trigger so you’re going to go into tag manager and tell tag manager when to fire that code that’s the trigger and then you have variables and so variables are basically just additional information that tag manager may need for your tag and trigger to work so that’s what a variable is it’s there to get the tag and trigger to fire so variables are divided into built-in and user-defined variables so common used variables include say page path or page url or hostname or click class again they’re there and these examples i just gave you are there to get your tag and trigger to work think about it that way they’re just that’s a component and if i go into tag manager here and here on the left side i can see variables so remember i have built in and user defined so built in means that tag manager already built these for me so in case i need to get my trigger to work with my tag i can use a variable so those are built in and then i have user defined so these are what i define these are what i created and again the variables are there to get the tag and trigger to work okay so that’s the job of the variable the job of the tag is to host that javascript code okay in the case of facebook or analytics that’s where we’re putting our code so here if i click on adwords remarketing again it’s a google product so i don’t really need to even deal with code i’m just going to select google adwords remarketing okay so you can see gtm integrates nicely with some of the other google products but let’s just say you have a facebook pixel tracking code you’re going to choose custom and you’re going to put the code here so that’s part of the tag and then the trigger again is there to get the tag to fire so you’re telling gtm when to fire the tag and the variable is there to help you make sure that that trigger and that tag work together so that’s how all three kind of work together you need the tag to put the code you need the trigger to tell gtm when to fire the tag in code and the variables there to help you define when that tag and trigger should work or how it should work so again review tags are they’re just small codes of javascript or tracking pixels on your website and so tags are allowed to manage events like scroll track and remarketing clicks downloads files play buttons you name it and even clicks on external links for example let’s just say you have a click uh or a facebook uh icon on your site and when somebody clicks on it they go to facebook you want to maybe track that you’re going to create a tag okay the trigger is there because you need to tell gtm when to fire that tag so it’s a certain condition whether it’s you know fire the tag if the url equals facebook.com or some other condition so the tag cannot be created until the creation of the corresponding trigger so tags and triggers go together you can’t just create a tag and not have a trigger otherwise your tag will never fire and then the variable is there again it stores the information when defining a trigger or transferring data to tag so a variable has a variety of data okay so you pick and choose the variable you want to use with that trigger okay so you’re making sure that by defining a variable you’re making sure that you’re telling gtm how that trigger should be fired so let’s take a look at another example here of how all three play together if i’m in this account i’m in this container if i look down here i can see google optimize that’s another google product so what i’m doing here is i just chose google optimize as my tag it’s already integrated so what does that mean i don’t even need to deal with any code i’m just going to select optimize well we have the tag google optimize but we need to tell gtm how to fire that and so here we’re going to tell gtm to fire it on all pages so that’s basically a very simple example because we’re firing it on all pages so if i want to look at something specific again facebook here’s my tag here’s my code what’s my trigger well my trigger is it’s going to fire on specific pages how do i know that well if i look at the trigger here i could see the trigger is a page view but i’m telling it to fire on this particular hostname so the tag and trigger go hand in hand so how to get started with tag manager so first things first you have to create that account so you’re going to go to tag manager.google.com or you can do a search for google tag manager and you’re going to create your account and then when you create your account what’s going to happen is you’re going to set up a container and when you set up a container you have choices so you could set it up for your website for an app on ios or maybe android or you can even set it up for amp except an accelerated mobile page so most people by default are probably going to set up tag manager for their website and so when you do that when you actually select website what’s going to happen is you’re going to get some google tag manager code in return and so the whole idea here is you’re going to do a swap what you’re doing is basically you’re saying okay google i’m going to take this google tag manager code and i’m going to put it on my website i’m going to put it on every page in my website so notice tag manager has two scripts one goes in the head as high as possible the other goes into the body tag as high as possible and so what you’re doing is you’re making a deal you’re putting this tag manager code on your website and in return every code you deal with whether that be facebook or analytics or optimize or remarketing or whatever it is is gonna go in gtm okay it’s gonna go into the container you created so you need the tag manager code on your website in order for tag manager to work okay so when you add this code to your website then you’re free to start adding all sorts of tags to your container but if you don’t have this tracking code on your website then none of the tags you add to your container are going to work so that’s the idea behind the container and then one thing i wanted to mention on the account is it’s a google account so when you create your account then make sure it’s the same account you use with say google analytics or some other google product that’s a good best practice is always use the same email address when you set up your account so that it integrates nicely across all the different platforms meaning you can go from say google analytics right to google tag manager in one browser without having to log out or log in okay so when you create the account you’re going to create your container if you choose web then you’re going to be asked to place code on your website and when you place that code on your website then you are free to start using tag manager and that means you’re free to start adding tags okay so if you want to know more information about installing google tag manager then what i would recommend is visit the quick start guide website of gtm so again if you’re curious as to where that code is located in google tag manager well when you create an account and you create a container that container is going to have a specific id so if i click on that specific id here’s where i can get my code okay so again when i’m logged in to tag manager i’m gonna click on workspace but in the top navigation i’m gonna see my unique gtm id if i click on that that’s where my code is going to be located and so again your code needs to go in the header and there’s another script that needs to go in the body and if you’re not sure how to add the code to your website well you can always click on the quick start guide here okay and that’ll take you to a quick start guide page a reference page related to google tag manager so let’s talk about creating a tag so once you get tag manager installed i’m sure you’re excited to get going and create that first tag so let’s talk about how to create a tag in tag manager so when you’re in tag manager all you need to do is basically you’re looking at all your tags if you click on tag in the left side navigation you’ll see all your tags and there’s a new button there so you just click new and so basically what you’re going to do is you’re going to create your first tag and so what i would recommend once you get tag manager installed on your website i would recommend setting the first tag up as google analytics so that will get you going with tracking page views on your website when some when somebody visits your website okay so ideally that’s what you want to do you want to get google analytics as your first tag and tag manager so what i’m going to do is because analytics is a google product it’s already integrated nicely with tag manager so i’m just going to click on google analytics it’s going to be a page for you that’s what i’m tracking and now i have to set up a variable and so what it’s going to do it’s going to ask me to set select a variable and so what you’re going to do is you’re going to select new variable and what you’re going to do is you’re actually going to go and add your tracking id here that’s going to be your variable so where do i get my tracking id and analytics well if i’m in analytics i’m going to go to admin and then under property settings i’m going to see my tracking id and all you need to do then is go to tag manager and paste copy first you got to copy over that tracking id then you’re going to go to tag manager and paste it and then that’s going to create a variable for you and then when you create that variable you’re going to see it in the drop down here so i’ve already created it and basically that’s your tag with a variable then what are you going to do you’re going to set up a trigger so see i have some triggers already set up you’re going to see a default trigger already set up for you and that’s going to be all pages so ideally what you want to do is you want to select all pages in order for analytics to fire on all pages so that’s what we’re doing we’re setting up a trigger we’re basically telling tag manager hey if i get a visitor to any page on my website then i want you to fire google analytics so that’s basically in summary how to set up your first tag and my recommendation is your first tag should be google analytics and when you set up analytics you’re going to have to set up a variable for the tracking id and so you get the tracking id again from admin property settings copy and paste that tracking id over save it you have your variable that variable is going to be included in with the tag then your trigger is going to be all pages and there you go you have your first tag you have your first variable you have your first trigger so that’s basically what you want to do and once you’ve added that tag once you’ve added that trigger then the only thing you need to do now is basically publish the tag and so anytime you save a tag you’re going to go ahead and submit it so that way it gets published so again what you’re going to do is let’s take a step back here you’re going to choose new tag you’re going to choose analytics from the drop down menu you’re going to choose page view then basically you’re going to add your tracking id so you can set up the variable and then basically that’s what you need to do okay you’re going to add that tracking id and then voila that’s your tag with a variable and then once you’ve done that then you’re going to click submit so when you click submit you’re basically saying hey i want this tag to go live now this tag and trigger and once you’ve done that then analytics is ready to go and anytime somebody goes to your website on any page tag manager is going to fire google analytics so the great thing here is you have something called google tag assistant and that’s an extension that works with chrome and so when you’ve actually added tag manager to your site or you have analytics running in tag manager you can confirm if those tags are firing properly so let’s take a look at how google tag assistant works okay so if you just do a search for google tag assistant you’re gonna see here that it’s basically just an extension that works in chrome and unfortunately it only works in chrome browser it doesn’t work in any other browser so go ahead and install that extension into chrome and when you do that you’re gonna see this nice icon here in your browser and now if you go to any website and i click on google tag assistant and i click on enable okay so basically i’m loading google tag assistant and now once i refresh the page i can see that this particular site has google tag manager installed and not only does it have tag manager installed i can see that it’s also has google analytics running i have also google optimize running and i have google ads remarketing tag running in tag manager so that’s what tag assistant does it allows you to see if one tag manager is on the site and if it is great what other tags are firing on this particular site so tag assistant’s telling me i have these particular tags firing on that site and they’re firing within tag manager so tag assistant is a great way to confirm if one tag manager is on the site and two what other tags are firing on the site now another way you could confirm if tag manager is firing on the site is you can go into preview mode so even before you submit and publish your tag and trigger you can click on the preview mode so if i click preview in tag manager so basically that’s going to put me in preview mode and so what does that mean well that means that now i’m free to go to my website and see if those tags are firing and so let’s take a look at what that looks like so if i go to the website and just click refresh then what’s gonna happen is tag manager is going to load in preview mode just as you see here okay so that’s going to take a second couple seconds to load up and now what can i see in preview mode i could see that i have gtm firing but i also have some other tags found on this page remarketing i have google analytics i google optimize i have some other tags firing as well and so the preview mode shows me what tags are firing on any given page and i can also see what tags did not fire okay so here i have a number of tags already in gtm but they didn’t fire on this particular page so let’s just say i clicked on the donate now button i’m still in preview mode so i’m going to be able to see what tags fired now i could see i have a couple of tags that have fired on this particular page and then i can see what tags did not fire on this page okay so that’s the preview mode you can use the preview mode before you even submit a tag and trigger to see if it fires and that’s the great benefit of tag manager so if you’re not sure if something’s going to fire or not then you can always go into preview mode and if you are sure it’s gonna fire then you can go ahead and submit it so you can leave preview mode and just go ahead and submit that particular tag and trigger so here i’m gonna leave preview mode and now once i’m done and i’m sure the tag is gonna fire and go ahead and submit all my changes that i’ve worked on in terms of setting up tags and triggers so that’s really gtm in a nutshell so i have my tags okay my tags are just snippets of code that i’m going to put in whether that be facebook or vet tracking or any other google product like optimize or page view then i have my triggers my triggers are there to tell gtm when to fire that tag and the variables are there to help those tags and triggers work together so remember that particular variable we set up for google analytics okay so here it is right here because we want to tell gtm what property to specifically fire in google analytics so that’s why we set up that variable but there are all sorts of variables google tag manager has built-in or variables already created for you or you can specifically define a variable so variables are there to help the tags and triggers work together so when you set up a tag you set up a trigger you use a variable you can always go into preview mode preview it by going to the website seeing if it fires if it fires then voila you can go ahead and click submit and that will publish the tag and trigger and you’re good to go that’s pretty much how tag manager works and again i can’t stress that there’s an unlimited number of tags you can add to tag manager there’s no limit so you got everything from anything from google to non-google to event tracking okay to facebook to anything that you want to track you want to be able to put into tag manager and again there’s versioning that’s one of the great benefits of tag manager so if i want to go back to an older version i can simply do that so here you can see i’m on version 32. that’s how tag manager works and i can’t stress that you know tag manager is there to help you track interactivity on the site because if you have a site that’s interactive that has a video that has a download button let’s just say you know you have all sorts of newsletter sign ups facebook youtube buttons on your website just like this website does and you want to be able to track how many people click on that particular button well you’re going to need tag manager and when you have tag manager you’re going to be able to track all of these button clicks and interactivity on your website thanks rob with that we’ve reached the end of this video stay tuned for part two where we’ll be covering topics like google ads google display network google analytics facebook and youtube ads and much more thank you for watching and stay tuned for more from simply learn

By Amjad Izhar
Contact: amjad.izhar@gmail.com
https://amjadizhar.blog

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Video Course

By Amjad Izhar
Contact: amjad.izhar@gmail.com
https://amjadizhar.blog

Affiliate Disclosure: This blog may contain affiliate links, which means I may earn a small commission if you click on the link and make a purchase. This comes at no additional cost to you. I only recommend products or services that I believe will add value to my readers. Your support helps keep this blog running and allows me to continue providing you with quality content. Thank you for your support!

Video Tutorial

By Amjad Izhar
Contact: amjad.izhar@gmail.com
https://amjadizhar.blog

Affiliate Disclosure: This blog may contain affiliate links, which means I may earn a small commission if you click on the link and make a purchase. This comes at no additional cost to you. I only recommend products or services that I believe will add value to my readers. Your support helps keep this blog running and allows me to continue providing you with quality content. Thank you for your support!

This text offers a comprehensive guide to using Facebook (Meta) ads for business. It begins by discussing the basics of marketing and remarketing on the platform, including both organic (free) and paid strategies. The source then goes into detail on creating and managing ad campaigns, covering crucial elements like ad creatives, audience targeting, campaign objectives, and budget allocation. It also emphasizes the importance of community building and engagement. Further explanation is given on how to set up an ad account, use Facebook Business Manager, and verify a domain. Lastly, the source introduces techniques like split testing and custom audience creation, plus it highlights the usage of the Meta Pixel and conversion API for improved tracking and optimization.

Digital Marketing Mastery: A Comprehensive Study Guide

Quiz (Short Answer)

1. What is digital marketing, in simple terms? Digital marketing involves promoting a business or its products/services through digital platforms and media, such as websites, social media, and email. It’s about leveraging these online channels to reach target audiences.
2. Why is digital marketing often considered superior to traditional marketing methods? Digital marketing allows for precise targeting, measurability of results, and the ability to improve campaigns based on data, offering advantages over the untrackable and less targeted nature of traditional marketing.
3. Give two examples of types of digital marketing. Two examples of digital marketing include social media marketing, which involves using platforms like Facebook and Instagram to promote a brand, and Search Engine Optimization (SEO), which focuses on improving a website’s ranking in search engine results.
4. What is SEO, and why is it important? SEO, or Search Engine Optimization, is the process of improving a website’s ranking in search engine results pages (SERPs) to increase its visibility and organic traffic. It’s important because higher rankings lead to more potential customers finding your business.
5. What is ASO, and why would a digital marketer want to use it? ASO, or App Store Optimization, focuses on improving the visibility and ranking of a mobile app in app stores. Digital marketers use ASO to increase app downloads and user engagement.
6. How can email marketing be a powerful tool, even in the age of social media? Email marketing, when done right, can be a powerful tool for converting leads and nurturing customer relationships. It allows for personalized messaging directly to a targeted audience, driving sales.
7. What is PPC marketing? PPC, or Pay-Per-Click, marketing is a type of advertising where you pay a fee each time someone clicks on your ad. It allows you to promote your business and display ads to your target audience.
8. Describe a scenario where traditional marketing might still be useful. Traditional marketing can still be useful for brand awareness, especially if a business has a large budget and aims to reach a broad audience, not necessarily targeting specific demographics.
9. Why is ‘UGC’ (User Generated Content) marketing important, and what does it entail? UGC is important because it involves authentic, user-created content, creating social proof and engagement, making it cost-effective.
10. What are retargeting marketing and its purpose? Retargeting is a marketing strategy focused on re-engaging users who have previously interacted with a brand’s website or content but have not yet converted into customers, aiming to lead them through the sales funnel.

Answer Key

1. Digital marketing is promoting a business or its products/services through digital platforms, reaching target audiences online.
2. Digital marketing enables targeted reach, measurable results, and campaign improvement based on data, offering advantages over traditional marketing’s limitations.
3. Social media marketing, utilizing platforms like Facebook, and SEO, optimizing website ranking for search engines, are digital marketing types.
4. SEO is Search Engine Optimization, improving a website’s search engine ranking, crucial as higher rankings lead to greater online visibility and customer acquisition.
5. ASO is App Store Optimization, enhancing app visibility and ranking in app stores; marketers use it to increase downloads and app user engagement.
6. Email marketing facilitates personalized, direct messaging, nurturing customer relationships, and driving sales conversions, even amid social media prominence.
7. PPC is Pay-Per-Click marketing, where advertisers pay for each ad click, effectively promoting businesses and products to a targeted audience.
8. Traditional marketing remains valuable for brand awareness, targeting broad audiences, and reinforcing overall marketing strategy within a specific geographic area.
9. UGC builds authenticity and credibility through customer-created content, fostering trust and engagement, enhancing brand advocacy, and reducing advertising costs.
10. Retargeting aims to re-engage past website visitors or content interactors who have not converted, delivering tailored ads and offers to push them toward purchase.

Essay Format Questions

1. Compare and contrast social media marketing and SEO as digital marketing strategies. Discuss the strengths and weaknesses of each approach, and provide examples of scenarios where one might be more effective than the other.
2. Analyze the evolution of digital marketing, highlighting the key changes and trends that have shaped the industry. Consider the impact of mobile technology, social media, and data analytics on modern digital marketing practices.
3. Evaluate the role of data analytics in digital marketing. How can businesses leverage data to improve their targeting, personalization, and overall marketing ROI? Provide specific examples of data-driven strategies.
4. Discuss the ethical considerations in digital marketing, including issues related to privacy, transparency, and consumer protection. What steps can businesses take to ensure that their digital marketing practices are ethical and responsible?
5. Explore the impact of Artificial Intelligence (AI) and automation on the future of digital marketing. How are these technologies changing the way businesses interact with their customers, and what skills will be essential for digital marketers in the age of AI?

Glossary of Key Terms

• Digital Marketing: Promoting products or services using digital platforms and channels.
• Traditional Marketing: Marketing efforts using offline channels, such as print, radio, and television.
• Social Media Marketing: Using social media platforms to promote a brand or product.
• SEO (Search Engine Optimization): Optimizing a website to rank higher in search engine results.
• ASO (App Store Optimization): Optimizing a mobile app to rank higher in app store search results.
• Email Marketing: Using email to promote products, services, or build customer relationships.
• PPC (Pay-Per-Click): An advertising model where advertisers pay a fee each time their ad is clicked.
• Targeting: Selecting a specific audience to show advertisements to.
• Remarketing/Retargeting: Showing ads to users who have previously interacted with a website or brand.
• Brand Awareness: The extent to which consumers are familiar with the qualities or image of a particular brand.
• UGC (User-Generated Content): Content created by users or customers, rather than the brand itself.
• Conversion: When a user completes a desired action, such as making a purchase or filling out a form.
• Analytics: The process of examining data to draw conclusions about that information.
• Impression: The number of times an ad is displayed.
• Click-Through Rate (CTR): The percentage of people who click on an ad after seeing it.
• Engagement: Interactions with content, such as likes, comments, and shares.
• Landing Page: The specific webpage a user arrives at after clicking on an ad or link.
• Ad Copy: The text used in an advertisement.
• Ad Creative: The visual elements of an advertisement, such as images or videos.
• A/B Testing: A method of comparing two versions of an ad or webpage to see which performs better.
• Pixel: A code placed on a website to track user behavior for retargeting and analytics.
• Lookalike Audience: An audience created by Facebook that is similar to an existing customer base.
• Algorithm: A system of steps or rules that a computer follows in order to calculate or solve a problem.
• AI (Artificial Intelligence): The simulation of human intelligence processes by computer systems.

Digital Marketing Course: Strategies for Business Growth

Okay, here’s a detailed briefing document summarizing the key themes and ideas from the provided text excerpt, complete with relevant quotes:

Briefing Document: Digital Marketing Course Overview

1. Main Theme: The excerpt focuses on the benefits and types of digital marketing, presented as an introductory overview to a digital marketing course. It aims to persuade viewers to enroll by highlighting the advantages of digital marketing over traditional methods and showcasing the potential for career growth and business expansion.

2. Key Ideas and Facts:

• Definition of Digital Marketing: Digital marketing is defined as “the practice of promoting through the digital media.” It emphasizes using digital platforms to promote businesses, contrasting it with traditional marketing approaches.
• Advantages of Digital Marketing: The source strongly advocates for digital marketing, positioning it as superior to traditional methods for several reasons:
• Cost-Effectiveness: Traditional marketing (flex, billboards, banners, brochures, marketing guy) is seen as “very heavy on your pocket,” while digital marketing is implied to be more affordable.
• Trackability: Unlike traditional methods where you “can’t even track it, can’t map it,” digital marketing allows for measurement and analysis. As the speaker says, “if you can’t measure it you can’t improve it.” This emphasizes data-driven decision-making.
• Improvement Potential: Because digital marketing can be measured, it can be improved. Traditional marketing lacks this iterative capability.
• Targeting: A core advantage is the ability to target specific audiences. “The flex that you have put up at the back of the rickshaw… is not your targeted audience.” Digital marketing allows showing ads “directly to those people” who are most likely to be interested. For example, being able to target people by the model of phone they own.
• Types of Digital Marketing: The course will cover various types of digital marketing:
• Social Media Marketing: The speaker’s “favorite skill.” Involves platforms like Facebook and YouTube. They will be going into “detail step by step.”
• SEO (Search Engine Optimization): Improving a website’s ranking on search engine results pages (SERPs) so that “your business should come in front of him.”
• App Store Optimization (ASO): Increasing app installs by improving visibility in app stores.
• Email Marketing: Reaching clients via email. Despite some perceptions, it’s considered a “powerful tool” for business.
• PPC (Pay-Per-Click) Marketing: Paid advertising on search engines and other platforms.
• Brand Awareness: Traditional marketing can still be used for brand awareness if budget is not an issue. You can still “increase your brand awareness.”
• Course Goal: The course aims to provide practical skills that enable participants to become freelancers, start careers, or grow their businesses. They will become a “master of any… platform.” The hope is that the course can reach “as many people as possible.”
• Marketing Definitions: An overview of marketing was provided as “marketing is such an easy thing that In marketing we are able to market our product or To market the service.”
• Facebook Marketing: Focuses on the effectiveness of Facebook Marketing and Advertising as “Crucial F Marketing And Advertising Is in todays Era.”

3. Social Media Marketing in detail

• Audience tracking: With Facebook you can track great audiences to target your ads for people interested in your products.
• Ad Formats: You are able to print your ad in different formats to suit your audiene including “Castle Add,” which comes in the form of an image and you swipe right to left, as well as “collection aids”
• Software Integration: Facebook helps integrate different softwares and CRM’s.
• Assets: Key to understanding Facebook Marketing is Meta’s three main assets: GF, then… and “it has come to you.”
• Ad Content: Every ad needs good content, which will trigger the user to “take action and purchase this smartphone.”
• Ad Budget: Need to have your ad and campain budget set.
• Landing Page: Able to customize where you want the viewer to land.
• Tracking Pixel: Able to track the success and effectiveness of an ad and can be used for remarketing.
• Ad Account: An Ad account is used to manage your campaigns and advertisements.
• Ads Manager Tool: the ads manager tool allows you to “create, manage and Review Ads on All Meta Assets.”

4. Business Management

• Assets: When you connect your business with Facebook it is important to remember that you will have a lot of assets which you can Your Facebook page, Facebook Account and pixel.
• Business Manager Tool: You can also use a business manager tool which will let you connect these assets.
• Pepsi Business Analogy: Example with how to use business management to help setup a business, for example businesses like Pepsi, 7up and Lays all need a seperate ad account but should all run through the main Pepsi business account.
• FB profile: A Facebook profile used for connection with friends.
• Facebook Page: Needed for content creation of businesses, companies and celebrities.
• Ad account: Simply D Account or Ads Manager.
• Account Verfication: If your eligible for account verification, then you must follow these steps, as this account also pays taxes.
• Limit: There is account creation limits and you can only use one ad account.
• Security: Must have security incase your ad accounts get hacked.
• Adding Team Members: Able to provide access and add team members.
• Adding a page: Able to easily add a page to your business by giving a URL.
• Adding an account: Able to easily add an ad account by creating a new one.
• Currency: When setting up account, rememeber that it is important to choose the right currency, so that they can run marketing in a region.
• Full Control: Important to provide yourself and team members with “full control” for management.

5. Running ADS (setting up campaigns)

• Ad Manager: In order to create an ad, you must go to the Ad Manager page.
• Goal: The first goal for an ad campaign is the campaign objective such as messaging.
• Engagement: There are two setups including tailored messaging campaigns, and manual engagement campains
• Name the Campaign: Start with a client name followed by a simple format.
• Buying Type Option: keep the option as the auction model.
• Campaign Budget Toma: Also known as advantage campaign budget, this is used to help tell Facebook at the campaign level.
• Daily Budget: If you chose this the ad can be running constantly, rather than with the lifetime budget.
• Add Set: There is an add set to keep in mind to help keep the ad orgnanized such as the add set name.
• Conversion: what is the conversion in the goal for a campaign?
• Facebook Page Interaction: when turned on the performance will automatically will to turn on to target your F page.
• Bide Control: you can control how much money to spend in this.
• Delivery Type: the is Ji Standard and one is G accelerated now in accelerated What happens if our budget is drained fast?
• Daily Budget: Need to tell budget to maximize how people the ads hit.
• Budget scheduling: is the budget scheduling is the most money to target certain areas, and people at certain times.
• Audience Control: the ad will be targeted at certain locations and at certain target people.
• Custom Audience: Can create custom audience so they retarget.
• Advantage Plus audience: Can add D technology that automatically connects your audience.
• Age Range: the most effective age range and can be set.
• Language: Choose the correct language for your ad.
• Types of Targetting
• Single interest targeting: the ads can be created around a single interest.
• Stack targeting: using a stack of multiple interests.
• Layyer Targetting: or conditional targetting to make it good.
• Advantage Detail: In this section it benefits to add interest to a particular brand.
• Engagement/Shoppers: In this section target people from commerce who are paying members and those engaged shoppers.
• Placement: Through this placement we are able to Let me tell you which of ours you have given.
• Brand saftey: is you meta business manager where can set this up.

6. Ad Level Management:

• Ads Name: You must start with ad naming
• Page: In this, you can select the page.
• AD: After this in ad setting you have to click on single image.
• Upload: Uploading media to best showcase what you need.
• Optimization: Need to have good creative optimization.
• Text: The text on the display ad.
• Brand and Product Inspiration: To make your ad stand out, it must be inspired from a product ad.

7. Advertising and Content Generation:

• Add Library: The add library has many features to add to ads.
• Search Filter: Has a lot of add filers.
• Keywords: Can also search the search.
• Computer analysis: Can perform computer analysis.
• Ad Text: Add text with good visual, and make it engaging.
• Visual Elements: Should include good graphics, videos, emoji’s etc.
• Text overlay: Is the added benefit and makes the text better.
• Social media: Can use social media to better.

8. User Generated Content (UGC):

• UGC Ads: UGC ads are much better compared to regular ads.
• UGC benifits: has a authentic touch, interaction and engagement.
• Ads to Tell story: the ads should tell a story to make it relatable.

9. Retargetting/Remarketing

• Retargetting: You have to use those in your ad that know you.
• Custome Audience: On Meta you have to create a custom ad to put with your ad and target users that will become engaged.

10. Facebook Pixel

• Tracking: it will track users activity.
• Website: With that user acitivity it will track your website.
• Advantage: the key advantage to a pixel is that it allows access to information to the user.
• Exclude People: you can use exlcude people in ad to filter what users will be shown.
• Google Audience:Google Looklike: is the audience that will resemble a particular person in the Google ad and what they will resemble.
• Custom audience: The people we know and already know that’s the people that we will target and create an ad.

11. Linking accounts

• Pixel and Ad linking: You have to link the Pixel so you can get all the data.
• Custom add create: There is custom add feature.
• Events Menager: Is how to handle the events of users and the data they need to collect.

12. Domain Verification

• Domain verification: With business Settings You can verify your domain, for better conversion.
• Security: Helps keep credibility.
• brand safety: You will look for that under the brand safety, look at the domain setting and the domain section.
• New domain: Can then set up a new domain.
• HTML: The HTML will have paste that and past into header section.
• Event setup: the event setup happens that the pixel is selected from the settings.
• Events to TrackButton click, Page visits, form submits

13. Sales Campains and Testing

• Sales Obj: – Select the sales objective.
• Data Set:- Can data Set it set on campaign level.
• Automated Testing:- In automation can split testing on ads and other types of ads
• Advantage Plus Campaign Testing:- Can target and do ads at an Advantage plus testing format.
• Conversion Location Setting conversion locations.
• Business analysis
• Target analysis: The potential client should go through business analysis, and make a list of potential customer.
• Split Testing Split testing different ads to help you test and optimize your campaign in your marketing
• **Target Gym and Sport -**Target gym and sport is also an area to help increase users and get the sales.
• Ad Name Setup – setup ads with what interest will come
• Advantage Audience/ Original Audience – There advantage audience and or original audience setting set to what you want for testing .
• Product and Services – Tell what target customer should.

14. Testing (Continued):

• Don’t rely on 1-day testing: Don’t rely on only 1 day for testing before switching.
• Start checking back: Can check back to see if you are getting those results.
• Scaling: Should increase scaling get the results you get then can even it more better.

15. Catalogue’s:

• List type – Is the type list used on whatever the user wants.
• e-commerce business – Can use e-commerce business to set up list
• Website data link setup – The websites link and product can link to the website.
• Personalized campaign setup – Can do this is what campaign will be.
• Product type – Has what type of product it could be including cataloged business.
• Two options – The two options used as a shopify.
• Page info and ad detail – Then can pull the page for all the information

4. Conclusion:

The excerpt provides a promotional overview of a digital marketing course, emphasizing the advantages of digital marketing over traditional methods, the importance of targeted advertising, and the potential for career advancement. It also introduces various digital marketing strategies, setting the stage for more in-depth instruction within the course itself. The focus is on the practical application of these skills to grow businesses and succeed in the digital landscape.

Digital Marketing: A Comprehensive FAQ

FAQ on Digital Marketing

1. What is digital marketing in simple terms?

Digital marketing is promoting a business using digital platforms and media. Instead of using traditional methods like billboards or brochures, businesses use websites, social media, search engines, email, and other online channels to reach their target audience.

2. Why is digital marketing considered better than traditional marketing?

Digital marketing offers several advantages over traditional marketing:

• Cost-effectiveness: It’s often cheaper than traditional methods like printing flyers or renting billboard space.
• Measurability: Digital marketing allows you to track and measure your results. You can see how many people saw your ad, clicked on it, and made a purchase.
• Improvement: Because it’s measurable, you can continuously improve your marketing efforts based on the data you collect.
• Targeting: You can target specific demographics, interests, and behaviors, ensuring your ads are seen by the people most likely to be interested in your product or service.

3. What are the main types of digital marketing?

The main types of digital marketing include:

• Social Media Marketing: Using social media platforms like Facebook, Instagram, and YouTube to promote your brand and engage with your audience.
• Search Engine Optimization (SEO): Optimizing your website to rank higher in search engine results, making it easier for people to find you when they search for relevant keywords.
• App Store Optimization (ASO): Optimizing your mobile app to rank higher in app store search results, increasing the number of installs.
• Email Marketing: Sending targeted emails to your subscribers to promote your products or services, nurture leads, and build relationships.
• Pay-Per-Click (PPC) Advertising: Running paid ad campaigns on search engines or social media platforms, where you pay each time someone clicks on your ad.

4. What is SEO and why is it important?

SEO stands for Search Engine Optimization. It is the process of optimizing your website to rank higher in search engine results pages (SERPs) like Google. It involves making changes to your website’s content, structure, and technical aspects to make it more appealing to search engines. A high ranking means more visibility, which translates to more traffic and potential customers.

5. What is Social Media Marketing and why is it important?

Social media marketing is the process of using social media platforms to promote your brand, build relationships with your audience, drive website traffic, and generate leads. It includes creating and sharing engaging content, running targeted ad campaigns, and interacting with your followers. It is important because social media platforms provide a powerful way to reach a large and engaged audience, build brand awareness, and drive conversions.

6. What is Facebook Ads Manager and why is it helpful?

Facebook Ads Manager is a tool that allows you to create, manage, and review ads on Meta platforms like Facebook and Instagram. It provides a centralized platform for managing your ad campaigns, targeting your audience, setting your budget, and tracking your results. It’s helpful because it gives you granular control over your advertising efforts, enabling you to optimize your campaigns for maximum ROI.

7. What is Meta Business Manager and why is there a need for it?

Meta Business Manager is a tool that helps businesses manage their Facebook pages, ad accounts, and other assets in one place. It allows you to assign roles to team members, manage multiple accounts, and track your business performance across different platforms. It’s essential for businesses and agencies that manage multiple Facebook assets or work with clients because it provides a streamlined and organized way to manage their social media presence.

8. What are Custom and Lookalike Audiences, and how can I use them?

• Custom Audiences: Allow you to retarget people who already know you. You upload customer lists, website visitors, or app users so your ads appear to this specific group.
• Lookalike Audiences: Enable you to find new people likely interested in your business. It identifies common traits among existing customers then finds similar people to target.

Digital Marketing and Facebook (Meta) Advertising Guide

Digital marketing involves businesses using digital platforms to promote their products or services. It is better than traditional marketing because it is cost effective and allows for precise tracking, measurement, and improvement of campaigns. Digital marketing also enables businesses to target specific audiences, which is more efficient than traditional methods.

Different types of digital marketing are:

• Social Media Marketing Utilizing platforms such as Facebook and YouTube to promote products, engage with customers, build community, and target advertising.
• Search Engine Optimization (SEO) Improving a website’s ranking in search engine results to increase visibility. SEO involves optimizing a website so that it appears on the first page when potential customers search for relevant keywords.
• App Store Optimization (ASO) Optimizing app listings to increase visibility and drive more installs.
• Email Marketing A powerful tool for converting clients and delivering business emails.
• Pay-Per-Click (PPC) A method of buying traffic through paid ads, like Google Ads, where businesses pay for each click on their ad.

Facebook (Meta) Marketing and Advertising:

• It can be crucial for businesses due to its large active user base of around 3 billion and over 10 million advertisers.
• Offers various ad formats, including card-like carousel ads and collection ads.
• Allows integration with CRM and other software.
• Meta has three major assets, Facebook, Instagram and WhatsApp, that can help businesses in their marketing efforts.
• Remarketing involves targeting audiences who have already interacted with the business, such as Facebook page followers.
• Community building can be achieved through creating Facebook groups and engaging with the audience.
• Organic marketing involves posting content without paying, while paid marketing involves running ads.
• Paid marketing is essential because Facebook’s algorithm changes have reduced the reach of organic content.
• Paid ads also help bypass issues like content saturation and difficulties in measuring return on investment.

Key elements to running a Facebook Ad campaign:

• Creative This involves creating an image or video for the ad.
• Targeting Defining the audience to reach with the ad.
• Campaign objective Determining the specific goal to achieve with the campaign.
• Ad account setup Setting up an ad account and payment method.
• Ad copy Writing compelling text for the ad to convince someone to take action.
• Ad budget Setting a budget for the ad or campaign.
• Landing page Directing traffic to a specific landing page.
• Tracking pixel Using a tool for remarketing.

A Facebook Ads Manager is a tool to create, manage, and review ads on Meta assets. A Meta Business Manager is a tool to manage multiple ad accounts and Facebook pages, assign roles, and manage people in the business. It offers management tools in one place and is helpful for freelancers and agencies.

To run ads on Facebook, you need:

• A Facebook profile/account
• A Facebook page for businesses, brands, and celebrities
• An ad account or Ads Manager account
• Creative content (images or videos) for the ads

Creating a Facebook page involves providing the page name, category, and a bio. Linking a business page with an ad account allows for running ad campaigns.

You can add a payment method by going to billing in the Ads Manager and entering credit or debit card details.

Meta Business Manager allows for adding multiple admins, managing pages, and assigning roles. To create a Business Manager account, go to facebook.com/scut and provide the brand name and email.

When setting up a campaign on Facebook, you need to define the objective or goal. Common business goals include:

• Awareness To maximize reach
• Traffic To drive traffic to a website
• Engagement To increase likes, shares, and comments
• Leads To generate leads
• App promotion To increase app installs
• Sales To drive sales, best for e-commerce businesses

When creating a campaign, you can choose between an Advantage Plus Shopping Campaign (uses AI) and a manual sales campaign.

A Facebook Ads campaign structure consists of:

• Campaign level Setting the objective
• Ad set level Defining the schedule, budget, bidding strategy, targeting, and placement
• Ad level Setting up the creative elements (images, videos, links, and ad copy)

You can create multiple ad sets within a campaign and multiple ads within an ad set.

At the ad set level, you define the conversion location:

• Website
• Ad
• Messaging apps (Messenger)
• The performance goal (e.g., maximize the number of conversations)

You can also set a bid control to limit the cost per result. The delivery type can be either standard or accelerated (to spend the budget quickly).

Budget and schedule can be set with a daily budget or a lifetime budget.

Targeting options:

• Location Target people based on where they live or have been
• Age and gender
• Detailed targeting Target people based on interests, behaviors, and demographics
• Languages

Detailed targeting allows for selecting interests related to entertainment, family, fitness, and more.

There are three methods of targeting:

• Single Interest Targeting Targeting only one interest
• Stack Targeting Targeting multiple relevant interests
• Layer Targeting Targeting an interest with an additional condition

You can also use brand-based or competition-based targeting.

Placement options determine where the ad will be shown, such as on Facebook, Instagram, Audience Network, or Messenger. You can choose automatic placements or manual placements.

Call to action buttons tell the audience what to do (e.g., Send Message, Book Now, Download Now, Get Offer). You can create message templates for Messenger.

To get inspiration for Facebook campaigns, you can use the Facebook Ads Library to analyze competitor ads.

You can create custom audiences from various sources, such as website visitors or customer lists. Custom audiences can be used for retargeting campaigns.

Domain verification is essential for conversion tracking and building credibility. It involves adding a DNS record or HTML file to the website.

Event tracking involves setting up events in the Events Manager to track user actions on the website. Events can include button clicks, page visits, and purchases.

You can set up split testing to test different audiences or creatives. This involves creating multiple ad sets with different targeting options or different ads.

To set up a sales campaign:

• Select the sales objective
• Choose between an Advantage Plus Shopping Campaign and a manual sales campaign
• Define the conversion event
• Set the budget
• Design the ad creative

Facebook (Meta) Ads: Marketing, Campaigns, and Optimization

Here’s a discussion of Facebook Ads, drawing on the provided source material:

• Facebook (Meta) Marketing and Advertising is important for businesses because Facebook has a large active user base of around 3 billion and over 10 million advertisers.
• Meta provides various ad formats, including carousel ads and collection ads.
• Facebook integrates with CRM and other software.
• Meta has three major platforms, Facebook, Instagram and WhatsApp, that can help businesses in their marketing efforts.
• Remarketing involves targeting audiences who have already interacted with the business, like Facebook page followers.
• Community building can be achieved through creating Facebook groups and engaging with the audience.
• Organic marketing involves posting content without paying, while paid marketing involves running ads.
• Paid marketing is essential because Facebook’s algorithm changes have reduced the reach of organic content.
• Paid ads also help bypass issues like content saturation and difficulties in measuring return on investment.

Key elements to running a Facebook Ad campaign include:

• Creative: This involves creating an image or video for the ad. The image or video uploaded is the creative, and it is advocated for through primary text.
• Targeting: Defining the audience to reach with the ad.
• Campaign objective: Determining the specific goal to achieve with the campaign.
• Ad account setup: Setting up an ad account and payment method.
• Ad copy: Writing compelling text for the ad to convince someone to take action. The ad copy comes from copywriting. Copywriting is done to make someone take some action.
• Ad budget: Setting a budget for the ad or campaign.
• Landing page: Directing traffic to a specific landing page.
• Tracking pixel: Using a tool for remarketing.

A Facebook Ads Manager is a tool to create, manage, and review ads on Meta. A Meta Business Manager is a tool to manage multiple ad accounts and Facebook pages, assign roles, and manage people in the business. It offers management tools in one place and is helpful for freelancers and agencies.

To run ads on Facebook, you need:

• A Facebook profile/account.
• A Facebook page for businesses, brands, and celebrities.
• An ad account or Ads Manager account.
• Creative content (images or videos) for the ads.

Creating a Facebook page involves providing the page name, category, and a bio. Linking a business page with an ad account allows for running ad campaigns.

You can add a payment method by going to billing in the Ads Manager and entering credit or debit card details.

Meta Business Manager allows for adding multiple admins, managing pages, and assigning roles. To create a Business Manager account, go to facebook.com/scut and provide the brand name and email.

When setting up a campaign on Facebook, you need to define the objective or goal. Common business goals include:

• Awareness: To maximize reach.
• Traffic: To drive traffic to a website.
• Engagement: To increase likes, shares, and comments.
• Leads: To generate leads.
• App promotion: To increase app installs.
• Sales: To drive sales, best for e-commerce businesses.

When creating a campaign, you can choose between an Advantage Plus Shopping Campaign (uses AI) and a manual sales campaign.

A Facebook Ads campaign structure consists of:

• Campaign level: Setting the objective.
• Ad set level: Defining the schedule, budget, bidding strategy, targeting, and placement.
• Ad level: Setting up the creative elements (images, videos, links, and ad copy).

You can create multiple ad sets within a campaign and multiple ads within an ad set.

At the ad set level, you define the conversion location:

• Website
• Ad
• Messaging apps (Messenger)
• The performance goal (e.g., maximize the number of conversations)

You can also set a bid control to limit the cost per result. The delivery type can be either standard or accelerated (to spend the budget quickly).

Budget and schedule can be set with a daily budget or a lifetime budget.

Targeting options include:

• Location: Target people based on where they live or have been.
• Age and gender.
• Detailed targeting: Target people based on interests, behaviors, and demographics.
• Languages.

Detailed targeting allows for selecting interests related to entertainment, family, fitness, and more.

There are three methods of detailed targeting:

• Single Interest Targeting: Targeting only one interest.
• Stack Targeting: Targeting multiple relevant interests.
• Layer Targeting: Targeting an interest with an additional condition.

You can also use brand-based or competition-based targeting.

Placement options determine where the ad will be shown, such as on Facebook, Instagram, Audience Network, or Messenger. You can choose automatic placements or manual placements.

Call to action buttons tell the audience what to do (e.g., Send Message, Book Now, Download Now, Get Offer). You can create message templates for Messenger.

To get inspiration for Facebook campaigns, you can use the Facebook Ads Library to analyze competitor ads.

You can create custom audiences from various sources, such as website visitors or customer lists. Custom audiences can be used for retargeting campaigns.

Domain verification is essential for conversion tracking and building credibility. It involves adding a DNS record or HTML file to the website.

Event tracking involves setting up events in the Events Manager to track user actions on the website. Events can include button clicks, page visits, and purchases.

You can set up split testing to test different audiences or creatives. This involves creating multiple ad sets with different targeting options or different ads.

Facebook Ads: Audience Targeting Strategies

Here’s a discussion of audience targeting for Facebook Ads, based on the provided source material:

• Definition: Audience targeting involves defining the specific group of people you want to reach with your Facebook ad.
• Importance: Effective audience targeting is crucial for ensuring that your ads are shown to the most relevant people, increasing the likelihood of engagement and conversions.

Types of Targeting Options

1. Location: You can target people based on their location, such as their city or country. For physical businesses, city-based targeting can be effective. For online businesses, targeting an entire region might be more appropriate.
2. Demographics: You can target people based on demographic factors like age and gender. For instance, you can set the minimum and maximum age range for your target audience and specify whether to show the ad to men, women, or both.
3. Detailed Targeting: This allows you to target people based on their interests, behaviors, and demographics.

• Interests: You can select interests related to various categories like entertainment, family, fitness, and more.
• Behaviors: You can target people based on their behaviors, such as purchase behavior. For example, you can target people who are “engaged shoppers” or those who have made payments through Facebook.
• Demographics: You can further refine your audience based on demographics such as education level, relationship status, job, or life events.

1. Languages: You can target people based on the languages they speak.
2. Custom Audiences:

• These are audiences you create based on people who have already interacted with your business.
• You can create custom audiences from various sources, such as website visitors, customer lists, or people who have engaged with your Facebook page or ads.
• Custom audiences are valuable for retargeting campaigns.

1. Lookalike Audiences:

• These are audiences that Facebook creates to match the characteristics of your custom audience.
• Facebook identifies the traits and interests of people in your custom audience and finds similar people to target.
• Lookalike audiences can help you reach new people who are likely to be interested in your business.

Detailed Targeting Methods

1. Single Interest Targeting: Targeting only one specific interest.
2. Stack Targeting: Targeting multiple relevant interests simultaneously. Ensure that the interests, behaviors, and demographics you stack are closely related.
3. Layer Targeting: Adding an additional condition to your targeting. For instance, targeting people who are interested in shoes but also interested in formal wear.

Additional Targeting Strategies

• Brand-Based Targeting: Targeting people who are interested in specific brands.
• Competition-Based Targeting: Targeting people who are interested in your competitors.

Refining Your Audience

• Excluding Locations: You can exclude specific cities or regions from your targeting. This is useful if you know that your product or service is not relevant in certain areas.
• Monitoring Audience Size: Keep an eye on the estimated audience size as you adjust your targeting. Make sure your audience isn’t too narrow or too broad. Facebook provides an indicator to help you gauge whether your audience size is appropriate.
• Advantage Detailed Targeting: This option allows Facebook’s AI to expand your targeting beyond your initial selections if it believes it can improve results.

Custom Audiences and Facebook Pixel

• Facebook Pixel: The Facebook pixel is a code snippet that you place on your website to track visitor activity. It allows Facebook to collect data about the actions people take on your website, such as page views, purchases, and form submissions. This data is used to create custom audiences and optimize ad campaigns.
• Creating Custom Audiences: To create a custom audience, you can go to the “Audiences” section in Facebook Ads Manager or directly within the ad creation process.
• Excluding People: When creating a custom audience, you can also exclude people who have already taken a specific action, such as those who have already followed your page.

By using these audience targeting options and strategies, you can create more effective Facebook ad campaigns that reach the right people and achieve your desired business goals.

Facebook Ad Copywriting: Headlines, Text, and Optimization

Here’s a discussion of ad copywriting for Facebook Ads, drawing on the provided source material:

• Definition: Ad copywriting is the process of writing compelling text for ads to convince someone to take action. The goal of copywriting is to create content that persuades the audience to take a desired action, such as making a purchase or clicking a link.

Key Elements of Effective Ad Copy

1. Headline:

• The headline is a crucial element that appears in bold, often right below the page name.
• It should be short (4-5 words) and to the point.
• The headline should use attractive elements to grab attention and create interest.
• It is helpful to include keywords that are relevant to the product or service.
• Examples of effective headlines: “Buy Now,” “Buy One Get One Free,” “Free Delivery,” or “Get Yours Now”.
• Including a unique selling point or a feature of the product can also be effective.

1. Description:

• Also known as the link description, it appears below the headline on certain placements.
• The description should empower the value that the product or service provides to the buyer.
• Examples: “Money-back guarantee” or “Hundreds of happy customers”.

1. Primary Text:

• The primary text is the main body of the ad copy.
• It provides an opportunity to explain the creative (image or video) in detail.
• Strategies for writing effective primary text include:
• Social Proof: Include social proof, such as the number of satisfied customers or endorsements.
• Reviews/Testimonials: Add reviews or testimonials from past clients.
• Urgency: Create a sense of urgency by highlighting limited-time offers or limited stock.
• Fear of Missing Out (FOMO): Make the audience feel like they will miss out on something valuable if they don’t take action.
• Call to Action (CTA): End with a clear and direct call to action, such as “Click the button below” or “Call or message now”.

Best Practices for Ad Copywriting

• Use clear and concise language: The ad copy should be easy to understand and get straight to the point.
• Highlight benefits over features: Focus on how the product or service will benefit the customer rather than just listing its features.
• Incorporate keywords: Use relevant keywords to help attract the right audience.
• Create a sense of urgency: Encourage immediate action by highlighting limited-time offers or limited availability.
• Include a strong call to action: Tell the audience exactly what you want them to do.
• Maintain a consistent brand voice: The ad copy should align with the overall tone and style of your brand.
• Personalization: Personalizing the message to the user (e.g. addressing them by their name) can improve engagement.
• Use Visual Elements: Emojis and other visual elements can catch the eye and make the ad copy more engaging.
• A/B Testing: Utilize A/B testing to determine which headlines and ad copy perform better.

Optimizing Ad Copy with Multiple Options

Facebook allows for using multiple options for primary text and headlines, which the algorithm will shuffle to optimize the ad’s performance.

• Primary Text: Using five different primary texts enables the algorithm to optimize the ad better by showing different versions to different users. This allows for testing different features, benefits, and calls to action.
• Headlines: Similarly, using multiple headlines enables the algorithm to test different headlines and determine which ones resonate best with the target audience.
• By providing multiple options, advertisers increase the chances of finding the most effective combination of text that resonates with their target audience.

Tools for Ad Copywriting

• ChatGPT: Can be used to generate ad copy.

Facebook Ads: Campaign Objectives Guide

Here’s a discussion of campaign objectives for Facebook Ads, based on the provided source material:

• Definition: A campaign objective is the specific goal you want to achieve with your ad campaign.
• Importance: Choosing the right campaign objective is crucial because it tells Facebook what you want to achieve, which helps Facebook optimize your campaign for the desired results.

Types of Campaign Objectives

1. Awareness:

• Objective: To generate interest in your product or service.
• Use this objective to:
• Reach a broad audience and increase brand visibility.
• Increase awareness of your location (if you have a physical store).
• Suitable for:
• Businesses launching a new brand or product.
• Campaigns focused on increasing reach and impressions.

1. Traffic:

• Objective: To drive traffic to your website, app, or Facebook page.
• Use this objective to:
• Increase link clicks.
• Direct people to specific content or landing pages.
• Suitable for:
• Businesses that want to increase website traffic.
• Campaigns focused on driving users to a specific URL.

1. Engagement:

• Objective: To increase interaction with your content on Facebook.
• Use this objective to:
• Increase likes, shares, and comments on your posts.
• Boost engagement on your Facebook page.
• Suitable for:
• Campaigns focused on building a community and fostering interaction.
• Increasing reach of Facebook posts or videos.

1. Leads:

• Objective: To collect leads for your business.
• Use this objective to:
• Capture customer information, such as names, email addresses, and phone numbers.
• Gather leads through Facebook’s lead form.
• Suitable for:
• Businesses that need to generate leads for sales or marketing purposes.
• Real estate or service-based businesses.

1. App Promotion:

• Objective: To increase downloads and engagement for your app.
• Use this objective to:
• Drive app installs.
• Promote in-app events or purchases.
• Suitable for:
• Businesses that have a mobile app.
• SaaS (Software as a Service) companies.

1. Sales:

• Objective: To drive sales of your products or services.
• Use this objective to:
• Encourage conversions on your website or app.
• Promote catalog sales.
• Suitable for:
• E-commerce businesses.
• Businesses focused on direct sales and revenue generation.

Choosing the Right Objective

• Align with Business Goals: Select an objective that aligns with your overall business goals. If you want to increase brand awareness, choose the “Awareness” objective. If you want to drive sales, choose the “Sales” objective.
• Consider the Customer Journey: Think about where your target audience is in the customer journey. If they are not familiar with your brand, start with an “Awareness” campaign. If they are ready to make a purchase, use a “Sales” campaign.
• Messaging Apps: To increase communication through messaging apps such as Messenger, use the engagement objective.
• Sales Through Communication: If the goal is sales but the approach involves communication through messages, select the engagement goal.

Setting Up a Campaign Objective

1. Create a Campaign: In Facebook Ads Manager, click on the “Create” button to start a new campaign.
2. Choose an Objective: Select the campaign objective that aligns with your goals. Facebook will then guide you through the setup process based on your selection.
3. Optimize for Conversions: If you want to optimize for specific events (e.g., purchases, leads), make sure you have set up Facebook Pixel and conversion tracking on your website.
4. Manual vs. Automated Setups: You can choose between manual and automated campaign setups. Manual setups give you more control over targeting, bidding, and placements, while automated setups use Facebook’s AI to optimize your campaign.

The Original Text

So one of the most requested course Basit bhai take a digital marketing course If you take a digital marketing course then brother Your brother is present in digital marketing By taking the course and today you will get Inshallah inshallah in dept digital marketing You will be taught about its types You will be told a complete proper skill In today’s video you will be taught So that you can learn this and go and start working as a freelancer You can start your career or business Want to grow your e-commerce business? Or are you working in any restaurant field? You can be any kind of business I want to grow it after this course So, Inshallah you will become capable of that You can grow your business through the digital market Let us learn Assalam so that we can grow Walekum so first of all let’s talk about what Look, I will tell you in simple way what is digital marketing I try to explain in my words Business should use digital platforms or digital The practice of promoting through the media Digital Marketing is called Marketing What is it to promote your business But the same marketing can be done digitally of digital media through platforms through like facebooksignup.in Marketing Simple Eye Hope you understand digital marketing must have gone now let’s talk about why digital Marketing is better than traditional If you look at marketing, your business promoting what people do right now either We will get it printed on flex or on billboard They put a star on top which is very It seems expensive or they could have printed it on a banner If not, then nothing happens, I give you a rickshaw behind Giving flex lava, are you understanding what this is? 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Traditional marketing is a burden number two is very heavy you miss it I can’t do that brother this so and so guy is mine that flex or that banner or whatever At the corner of the comb where someone smoked paan I threw peak on the one that has my ad on it Are you seeing this ad from somewhere? can’t even track it, can’t map it can’t and number three you can’t improve it you can see there is a very famous quote if you can’t measure it you can’t improve it if You are not even able to measure it My sales through traditional marketing How many calls are coming through how much are you getting after seeing the billboard The rickshaw is behind which I have a flexible e-rickshaw You’re getting two guineas when you do all these things If you can’t do a major then you can’t do better can you feel like seeing that billboard there are many lines but the rickshaw which yours You had put flex behind it, it was like this I went to the place, there was a lot of crowd there and all those were targeted people, they had your Service your restaurant or your business If he is interested in me then he can call from there diya you can’t mary so that’s why you can’t improve it but digital what can you do in marketing mayer can end number four and the most The important point that you are targeting The flex that you have put up at the back of the rickshaw He can also see a school kid A man from a house who fights with his old woman He came and is going to work in a rickshaw He too saw your flex while sitting He has nothing to do with your business The poor guy is fed up with his life what to do brother one is married to another can understand the pain and suffering of a married person That’s why someone goes out somewhere like this Some guy is going around doing labour work He is also going to see your ad If so, then it is not your targeted audience Now for example you can sell mobile covers If you do this then you can add those people directly can show that those who have the same model The mobile for which you are selling the cover is Rs. For example you can write something for 13 Pr McCabe Are you selling any of his X-rays? If you are doing this then you can directly tell those people Can show ads to those who have that model You are understanding the point, think where Where did traditional marketing go and where is it going You can also do targeting and also do mesmerizing Which type of age group can be more you are getting converted, you will know everything The old lady is buying more men People are buying this ad of mine more I thought it was performing well Now I am not able to major in each thing and Then you can improve it brother Traditional Marketing vs Digital Marketing Clear Winner Digital Marketing Yes Traditional for Brand Awareness You can definitely do marketing If you have the budget to do that, you Spending a lot on digital marketing and traditional marketing still works for you If you have that much money left then you By marketing through traditional veg You can increase your brand awareness Now let’s talk about G types of digital Social media is the number one marketing tool Marketing and my favorite skill This is my favorite type and I like social media a lot. Media marketing is very much like social What are the different types of media marketing Your platform arrives If they are seen there then those people What are you doing There is youtube0 on Facebook, yes your social Media marketing is now going to be We are going to discuss in detail step by step I will teach you the step, number two comes here SEO is what is search engine Optimization for example you can see here But I came here and wrote something here. Like I wrote digital marketing I wrote it here and searched it now Look, a lot of results are coming now. Why is the result visible on top? why is this coming why is this visible This is because their SO has become good The authority of their website is good How much is your website getting ranked on top same time by clicking on the top of the google2 page or The poor guy thinks on the third and fourth and is 100th what business does he have sitting on the page If you want to meet then what do you learn in SO In SO you learn that you can be your own Or get your client’s website to the first page How to bring different keywords on top on that your client your customer search Do it and your business should come in front of him This is called SEO search engine optimization Next is App Store Optimization See when you are a digital marketer Do you provide services or even your business? When you launch an app, you also want that Maximum installs on your app Well if we take the example of play st yes you can take the example of post lst If you take an example of this then see here many All the apps come to you on the home page if you see anything here now Any app that you need in your mobile For example, you need fitness You need any app or game related to your If you want to install it in your mobile then you can click here But you come and search, okay now in the search If your app is visible on top then brother When your installation comes then you can search first By optimizing his listing through You can also increase the ranking of your app from there. from where you get the most Installs come and social media You can also promote your app through marketing Installs can be increased, see here But social media marketing is back again This is a very important skill, we will move forward Insha Allah let us cover this in detail. This is P store marketing in the end If we talk about the goal then it is your job to More and more on the client’s own app Generating more installs and activity If you want to perform the installation just by getting it done If you keep it in mobile then business will not come You also have to perform the activity that The user who installed your AI If it remains active then you can do all those things with it Let’s learn inside now next is G email within email marketing you come here I have my More to your clients etc. Email Marketing Can Convert a Lot It is a powerful tool, so you can help people in this way Emails now we will say that friend we our Who are so many people here? Email Marketing who reads their emails Brother, if it is not so trendy here This does not mean that the whole world I am not trending anywhere or any other people I don’t use email that much I use it very very much at work It’s all online, look at yourself, rest of it Do not take everyone’s email the same way Marketing is a very powerful tool and If you reach their inbox If you deliver your email then brother you Too much business email marketing Next is G PPC Click on Pay or you can google.it marketing now this is the thing that you You can see that this is organic result, this is SEO This is what you can see has come up through this is also an organic result The organic result is if I scroll down I should keep doing it, I should keep doing it, so if you are here Look, this looks like a sponge tab Now all the results that are coming are organic these people have not You have to run your business so that you can Long term you get free traffic But in the beginning, if you want traffic then so this is also a very good way that you [music] I also have the skill to run my own business to promote the to see facebooksignup.in and see if that You don’t know anything even if you are targeted or not no you can major but here ₹5000000 You can show ads to people who Your brand, your product, your service I am interested in it so that’s why I am on social media I like media marketing a lot I am not saying don’t do the rest Learn but social media marketing is such a It’s a skill that I work on myself too. and I promote it a lot Now let’s do this next part of the video I am Nomaan Yusuf bhai who is in today’s video He is the trainer of , today you will know these details If you learn it then InshaAllah you can become the master of any whether the platform Mashallah very good revenue by uploading You guys could have earned a lot of money You can easily install it but we will help you If you are uploading it free of cost then It is your duty that at least you Share this so that our purpose is that these courses can reach as many people as possible may he reach there and be fulfilled and that is yours Can’t do it without your support please Share these courses as much as possible Let’s go towards brother Numan Yusuf and Brother, I am also sitting with you. I am also with you. I’m going to learn with you Let me go a little further and let’s take an overview of marketing and Let’s look at all the important concepts that will Help us in building our foundation and base for learning aids so that we When you perform those things practically Run a campaign in Practically Ads Manager If we do, we will not face any difficulty and we Run a good fund campaign If possible, let’s look at an overview of marketing marketing is such an easy thing that In marketing we are able to market our product or To market the service it FCOSA social media to promote use marketing platforms and Using Facebook, we can Gives exposure to the product Bring content in front of people through Creating Engagement Building Community Building and Targeting Targeted Advertising So now it comes to Owner or as a social media marketer and Advertisers help out to build a Concrete Social Media Marketing Strategy and Drive More Results from If our campaign is good then F will have around 3 Billion active users including all of Its assets are around 10 million plus Advertisers From this you can guess how Crucial F Marketing And Advertising Is in todays Era next let’s talk about it what are the things that apart from Great audience tracking and targeting good we are Let’s say we use different ad formats Do it and print your ad in different formats in a different way to suit your audience I can present it in front of me in which I can talk about the basics If I do that, then Castle Add is a card like this an image comes which you You can swipe from right to left okay after that there are collection aids so this In this way we present our products in different formats Present your product or service to the audience can promote it next is that facebooksignup.in Easy and Even for Manager If we integrate any CRM inside If you want to link any other software then F helps us out in that, after that I am not feeling well now that meta is with her Three Major Assets That Can Help Us In Our Marketing Journey and Three Platforms hey gf then and it has come to you okay so now we Integrating with your business Page Can and Whatever our intentions are on both F and A Whatever ads are there is marketing effort Let’s go together and reach a larger set of audience so that our ad reaches them After all Facebook is a very good analytics These insights force us to analyze And judge by our marketing efforts we are able to You can see the result of very good If it gives a breakdown then we will do whatever we want These are efforts, analyze them very well we can talk with facebook after that What is remarketing of remarketing there is an audience there is a set of audience who is already involved with our business has interacted for example our If it is a F page then its followers are ours. There is an audience that knows us are aware of us and they have some how interact with our business ok so such The audience already knows us show him the ad again Re-brand your product or service Marketing is Remarketing is one Marketing is what you can tell me Remarketing means the audience that you You can re-market any thing in the market If you target again then f Great remarketing functionalities and gives us the convenience and tools and Remarketing We’re Practically Next You will see in section, then in community It is very good in the building, we are Example: Let’s create a group inside F And there is a community inside the group The building is done very well on the page Above we can engage with our audience by communicating with them over a long Lasting Relationship Building and Community the building which is Make organic efforts without paying anything is ok we don’t give any money to anyone I do not give money to any platform giving So in this marketing effort we have to face no I don’t want to pay any money, it’s free to Post Content on Fasu to Market Your product or service then another type That is paid marketing which involves Your AIDS is fine, so when we run AIDS if so then obviously they will have to pay for it Running Our Campaign and Promoting Too large set of audience to pay Inside marketing we run D and Marketing your product or service Now it comes to the point that when it comes to organic We can do marketing on F So why do we need paid marketing or f If AIDS is cured then he has a lot of wuzu hands The biggest reason is that now the The algorithm has changed a lot and Now that way your content or whatever you I am posting but it doesn’t get any reach Especially when you create a new business page If you have established it then you should do it that way I will keep publishing, I will keep publishing It will increase on the graduate page and then Rafta rafta which is a good social Media presence will be created, followed by algorithms If there is a change then your A good performance was coming up maybe that he falls okay after that competition There is too much organic if you are in the market If you are doing marketing then there are others like you There will be many pages and businesses that Organically Produced Ingredients To market your product by posting it Then try to improve the content quality it matters a lot when you are Doing Organic Posting or Marketing on Then there is the issue of content saturation and Measuring Return on Investment We face a lot of difficulties, we face a lot of problems We cannot know what it means to know It is a bit difficult because of the efforts we put in He is on top of organic marketing How much more effective are they than that? The result is coming fine while inside AIDS All these issues can be bypassed You go to your returns and investment You can see how much percentage is coming or At what level is it coming ok and instant that is we can drive results we don’t have to wait that good Will our content be of better quality or more If you post more than that then the result will be If it comes or the algorithm changes then our If the reach falls then we will reach through AIDS Can generate results quickly for us The product or Service ok now let’s talk about fu aids campaign which is one its nutam or its jo First we have discussed what are the important elements We talked about the basic elements we need were to run a campaign so now we will do a little Let’s talk in detail about what happens inside an ad what are we actually doing and What do we need to set up so the first thing we need is an ad I want to make something creative, okay what is creative it happens that The image that is shown to the audience could be Or it could be a video followed by an add We have to target who this ad is for It will reach people, okay, we will define it Yes, how can you send this ad to these people? For example I take a smartphone I am putting an ad for this so I am in the f I target people who Are you interested in smartphone or inside gaming inside mobile gaming or if i have Every campaign that happens has some A goal is a specific objective What we want to achieve from that campaign If it were, then we would have given it a good and correct answer The campaign objective has to be chosen Next what we need is to setup an ad account And inside that we have to put the payment method As discussed earlier about the ad account Inside we simply enter your bank card details enter the details and So that payment is automatically deducted from our account After that we need a copy of the ad. What is a copy of your image or video? The text you write above The one which is called fab, description or primary text to Professional is his professional term ad copy okay this comes from copy writing which This is how websites are copied, this is how ads are copied it is a copy of okay good copy or What is the purpose of copywriting or What is the definition of this that any such Content is any text that you I write in a way that I can convince someone take some action okay so if you write anything For example you are selling If you want to put an ad for a smartphone then you We are writing about the features of the smartphone benefits are telling ok its unique Selling points are telling some offer that if you buy a smartphone then we I will give you the second one for free. Buy one get one Free or 20 off or free delivery at any cost All this content that you are writing, this is Copywriting That Is Done to Make Someone Take Some action okay you’re writing this because He should take action and purchase this smartphone do it okay next is the ad budget so In this we have our ad or campaign A budget has to be set Inside the landing page, we Even if there is traffic, it can be done like this If you click on that word then our t come on top or go to messenger We can get it landed wherever we want If the next G tracking pixel is there’s an element of re marketing okay one If it is a tool then we will use it next which is our Discuss the session in detail we will do it ok now it comes to that When If we run an ad, then for that we need an ad An account is required, we have talked about it before We believe that an ad account is used for this that we can manage our campaigns That’s ok, just like an F account, it’s simple So it is used so that we can tell someone Send friend request or share content If you perform any activity then To manage such advertisements for that we have d account ok So in this See what is written facebooksignup.in will do ads manager up and we’ll see how my jo is d The account was automatically created by FOB it will be there and I can use it to run d campus ok now let’s talk What is Facebook Ads Manager and why is it helpful? what is a business manager ok now i am surprised When she changed her name to Meta Now he for running campaign ok whatever we add Create ads and run them, optimize them if we manage them then we Where are you doing all this from f aids Okay, inside the manager tool, we open it We will do all the work within that. Inshallah you will be better You will understand it as it is written that This tool allows you to create, manage and Review Ads on All Meta Assets Including coca cola okay so coca cola joe His business is He will have a lot of assets in the future, okay Just like a warehouse would be a production There will be a house, there will be a factory, If they will have an outlet then it will be a very big business all assets are okay so one is like this When you connect your business with Facebook If you try to manage the above then your You also have a lot of assets which you can Your Facebook page is your asset, your Facebook page is your asset Account is an asset, your pixel is a This is a good asset for your Facebook business page People who are scoring runs are your assets So when we take a business to Facebook if we build his social presence then it will help him If you have a lot of assets then Fu has one A tool has been provided which is called Meta Business Manager Two Manage everything about your business on okay so manage them Differentiable Creating a different Facebook page for each campaign so all this is a lot It is done well as a business manager You guys should read it as it is written inside that offers A&F management tools in one Place you can manage multiple accounts Multiple pages from one place assign roles And manage the people in your business well Convenient tool for overall business Management on well why is there a need for this c and let’s talk if we can get a nice big Want to become a freelancer or are you a freelancer? or we are an agency social media of marketing then if we have business If there is no manager then we can handle the clients’ accounts that of his d account or his f business page We find it very difficult to get access will come okay so if we are a freelancer or If you want to operate as an agency It is very important for us to be a business Create a manager account and register your account on it All that is work Let’s take an example: Meta Business To understand the manager’s application, For example Pepsi is a brand If there is business then Pepsi has more Business is fine Seven Up is a business of Pepsi. After that Lays Pepsi has a business and Let’s assume that there is some other Kurli who is Papa’s business is okay now these three businesses Obviously you need a separate ad account Seven Up The campaign of the event will be Seven Up’s own ad There will be an account which will be used for Sen Up Ad Campus It will be used so that it can be used for cool lease campaign it should not get mixed together, okay now your intake is He will have his own f page Using Business Manager, you This business will operate all the business Open your page to setup in manager for that my d account for kurli my Page Create your account and register yourself for the account By doing this your account is your page Manage your business in a very structured way I can do it like this for example I have one business, the other one is shoes It’s mine, someone please accept that this is my pen If I sell then buy shoes like this I will have my own specific page which is for shoes then at the top of the page that will be related to She will be my one to run campus There will be an account and the pencil business It will have its own page and pencil campaign It will have its own ad account to run So creating multiple business pages and accounts to and To manage the people working We are the people of Meta Business Manager account setup and use Meta Business Manager using yes bismillah rehman rahim now we know this thing You will see how to run the ad on top of f what things will we need What assets will be needed? First of all, we need a fb profile which you call fu account No, you simply went to facebook.com go there and sign up for an account I want to get it, I want to create an account, okay? f profile which is what it is for Individuals who are a person use Allows the f profile to connect with other Peep sends friend requests to people Likes comments on people’s posts whatever activities he does on a daily social A media user’s f user’s f page Why is it needed and what is it for? it is said that whatever businesses are Companies that are celebrities are brands All are content creators [music] The social media presence is through a Why is an account necessary and what is its function Like we send friend requests to people on Facebook Like people’s posts to send use to comment send us your facebook id just like this I need an ID, I need an account, add on fab To run the campaign, you need that account or ID The name is Simply D Account or Ads Manager The account is fine, as I said, as soon as we he will look at the details okay and as soon as When our ad runs, whatever payment is made it also costs Both can walk which is the last thing creative inside it and which is an actual ad We have to put on a show for the audience and we Create and setup it The one who creates a picture is called creative On top of the F, you can see the ad and that video as well Maybe that image could also be good Ads can be created in some other formats as well Like Castle is a collection add on primer Video and images are the only types of creative So now let’s go to the screen and see that’s how we can set up a We have to tell you the name of the page whatever your Is the business your own business or your it’s the client’s business, okay so whatever Whatever is the name, whatever is a brand name, we have You have to keep it here for example I think of a name to show it like that abc shoes okay abc shoes someone E-commerce store can be any physical If there can be a store then we will name it Next, we have to tell the category that This page which we are going to create is In which category and which niche it falls okay so here we go about our business I will tell you the category here for For example, we write that I have these shoes If you write then options are coming here, please tell me yes what is this about mens clothing The store is footwear The store is sportswear If it is a store then choose whatever category is relevant to you From here you will feel that you have to choose it From here you can create three categories for your business page so from here i can say I take it that this is G Footwear store and Again I write shoes and see That someone is showing me the relevant category So let’s go to the sportswear store from here Our business is also sports wear If he offers then they too choose well in shopping and retail I say that This category of our business becomes for Our example is an e-commerce store which is operating in B2C of retail If it also gives products then this category I will choose and then we A good bio of yours [music] Let’s do that offers a variety of Premium quality shoes at affordable price Prices so this sounds good to read ABC Shoes Offers a Variety of premium quality shoes at affordable price Prices: Well, you can write this bio yourself as well. and you can even use some chat bird Like Chat GPT and [music] you have to click on it then your page will be open It will be created and then you can I have to do some settings for it which There is an about section, you have to go there again and I will ask you for further information there. Whatever options you have there Try to fill every option You have to give all types of information is like your opening hours or whatever You have to tell him about your working hours After that you have to tell your location. If it is a physical store, whatever is its location I have to tell that, I have to tell the address, whatever You can give maximum details about your will understand it and visibility will also improve it happens ok so by doing this you facebooksignup.in is created ok one dummy page here when you guys your Account with your business page If you link it then whatever things are here There will be recommendations, you have to do that first ok then you have to go down here Here you have clicked on Edit Details. You have to click and whatever relevant details you can give it, you have to give it, okay Like you have to tell the hours of your business Price Range Services Then From Here You have to go to the settings and also the relevant settings like first you You have to setup your own user name which is It is okay to be relevant and it is all about branding It is very important which username you choose They are doing all your social media If the username is the same on both platforms As One thing to understand about facebooksignup.in is that an impression goes okay so here it is You your own put a dash or a one before it I am currently trying to make it unique. If I am here then by doing this you people have made a You have to keep a unique username for the page Next You can click on New Pages Experience option above. you want to go and if you see any guy here I want to add as a user as a Account linking has to be done with the page like You by using facebooksignup.in and there on the left side The AIDS section will be written above it Click and you will land in Ads Manager The ads manager will work only when You are logged in to facebook.com the way it is look at the top right side My picture is coming which means that I And If it opens then see, we have it If the Ads Manager tool is opened then use it while doing Here is how we will need this ID Yes, our personal ad account is here People can now create campaigns okay now we have inside this ad account Simply add your payment details and Then we can run our ad campaign if so, what shall we do for it If your d account is fresh you have just If payment method is not added then click below will give you a notification that you are Add a payment method in case you need it If you don’t get the notification then where can you do it from You can go to billing on top left side in the section and from here you can Payment method which is payment details, add it If I do, I will go to the payment method I’m going to go ahead and here we go down and Click on the bottom right corner with your ad account ID. It will be written Add Payment Method Click Here will do it and whatever details you have, if If we have a credit card, will add details if debit card or We have an ATM so we can do it through that also. so here I have entered debit and I have chosen a credit card on top next let’s go and whatever your name is here Like my name is Numan Yusuf I am my Now I will add your name to the card below If you have a debit card, the number is ATM card, on top of it there is a front There is a number written on the side You have to enter your card number here Below that, your ATM card or The expiry date of the debit card is You have to mention pay here and ATM or Debit Your seed and photo is written on the back side of the card. CVV number is there, you have entered it here If you want to enter that digit then these four After filling the things you clicked on save. If you want to click then your payment method will be selected it will be added inside it and then Whatever the cost of your ad, that thrush hold Upon completion, it will be directly deducted from your account she will do it ok ji now we will do the second most let’s get to the important thing which is You can have multiple admins, ok then We can manage multiple pages Multiple employees within F Business Manager You can add it to your business okay and we can sign them for the roles For example we have an employee ad Do it inside your fb business manager and assigns to him the responsibility that is also the work of social media management which You have to publish the post, that’s what you have to do Secondly, let us add one employee whom we They say if you run a kid campaign then it will be like this We can add different employees from this So You can keep it in your business manager and If we can manage them then let’s see Now how do we create this? We have come to know that business is done on this URL facebook.com scut ok you Click on the button and then to tell that Let’s keep the name of the brand name Up Growth digital marketing is good for you A business manager is becoming digital To do marketing work then you can use this You can choose any brand name by any means or Do you have any other business? E-commerce store So whatever name you have thought of for that brand Yes, simply keep the same name of your account I have to take it forward, your name is already there He has fetched my name and business Email Now you can also use professional email here you can do it just like for example one The company has an email just like mine What will be the estimated rate of upgrowth digital marketing co or simple if you have g mail1 23@gmail.com so for both the emails types can work here not necessary whether it’s your brand email or a professional After filling the information we will send you the email If you click on the save button then go ahead our business A manager account has been created named We had kept Upgrow Digital Marketing Further it is telling you that you Once you confirm your email, you have logged in to your Gmail account. has to go to the inbox of and whatever meta business suite should open up as ok this If you see a dashboard like this, then There is nothing to worry about All our processes related to advertising There are accounts, there are pages, there are people to manage them so if you have When Meta Business Suite opens, you You have to click on Simply Help below And here it is called Go to Business Manager If you want to do the above then you will have to face the business manager It will open, so now see that our name is It is written above that this is our business This is an account, now inside this we have added pages okay now we have to do a digital marketing agency for example or If you are a freelancer then We have to add as many pages as we want Those who already have admins or we have created our I need to get access to the client’s fpage for running aids for his business is ok or I need to get access to his d account If you want to get access to the pixels, then do as much as you want We need to get access to the Business Manager can be taken through very easily and We can handle multiple clients We have multiple businesses You can now provide advertising services Let’s go to the Ad Manager and see how do we run a campaign will set it up practically and There is an objective or goal which he wants to achieve it has to be done within a time frame, then a What are the goals for a common business? can usually mean he wants sales He wants leads on his website Does he want traffic or brand? If you want awareness then whatever marketing is there, it will be easy. Whether you do it through Facebook ads or any other Whatever the execution, it is objective The business is almost the same, so here Whenever you set up a campaign on F So in the beginning, first of all you have this I want to tell F that my friend this We started running advertising campaigns What do we want to achieve with this? what is our purpose what is our objective What is the goal so I create a campaign if we click on create then here But let me tell you some campaign objectives. You get to choose which type you want What is the goal of the campaign you are trying to run? So if it is our business which needs awareness It is okay, I need maximum reach Click OK above a post above a video Or do we have our own physical store One has to run awareness of his location An awareness of the brand that we are creating If it happens then for that we have this awareness thing I will choose the goal, I will choose the objective, okay so next time if we get a traffic We have to run a campaign whose result should be that at the top of our website or in up wherever we want to take the traffic If yes then for that we choose Traffic Campaign let’s do it ok look inside it that this f It tells itself what it is for This one is better for link clicks Objective you will choose when you want that if you put some link inside your ad clicks on it as much as possible and the traffic that is can go to facebooksignup.in profile After that the third objective is that of engagement when you want your is there any video facebooksignup.in is a service you can use it Majeed communicates with them and he You can convert them and then post them Engagement if we have a Facebook post Likes on the person whose reach we want to increase Shares comments If you want to increase these things then There is an engagement campaign for that too objective is relevant then the converter We are also objective in running an engagement campaign for this we will use good lead objective kiss It is used whenever a business I need leads, what are good leads what is a lead basically your The potential customer is his information is correct his personal details if I have any If I am selling a product then I will give it to you If I want clients then obviously I need them They will need the information of their clients name their email their phone number okay so For that we run lead campaigns okay Just like the ads that are sold in real estate That’s mostly the lead campaign, okay In which you make a small form And when people click on the ad then further Their form opens, what is your name? What is your email or phone number and who are you Are you interested in a plot of size Create a form and capture leads on it let’s do it okay so leads you if the form Do you want it on or travel on messenger If you want then you can do this objective of the lead You can also choose if you want that people call you and give you leads, That too is a relevant option after that The next objective is GP promotion We will use this for when we are running Fb Ads Campaign for Some Application or SaaS ok can any mobile application be used for that you have to increase the downloads ok if its installs are more or your There is an event inside the application like There is an application in which there is no If the thing can be purchased then you can do that work through this You can do this through objective Application promotion followed by sales It is objective, this is best for Conversion Catalogue Sales Messenger Top to receive messages and make calls Mostly this is e-commerce E-commerce business of E Commerce Stores You run sales campaigns for them okay so most of the people who are this type of have clients who need help Somebody needs a significant result Just as there are only two results, mostly one Which is a service based business which provides any service If they sell, they need leads which Those who are in e-commerce, they need sales So this is how we run our campaign choose the objective and then we’ll set that up okay I If I click on continue then I will move forward You will basically have two options, first The option will be Advantage Plus Shopping Campaign This is a recent update of the f It has come in which AI has evolved in it If you run this campaign on it By clicking you will go to next What will happen is that some settings of F’s AI the system will do it for you And the other option is the old one which is a We used to run traditional fb ads earlier, so that The option that says this is the option below So to get those settings you have to do this Manual sales campaigns that I run myself If I burn everything then there is second option If you want to choose then the recent option has come If there is a recent update then Your old settings are mine It is recommended that you use the same Set up a manual campaign if you One If you want to become a student then you are learning A campaign setup that is automatic is done by you is not that beneficial for the The result will not come manually like that I continued my review of the sales campaign okay so now let’s see one like this The interface became our campaign We have started making it, so before that this Let us take the campaign forward We understand many things which helps us to understand It will be easy to understand then you will see the AIDS campaign is a campaign which has a The structure is right at the start See, this is a campaign, we are the first ones to campaign Let’s set up the phone and do its settings In this, let us look at the right side Let’s define the objective as you have now In front of me I said that the campaign that we had When I created it, F asked me what was the objective So tell me we have set up the objective Now the ad is set inside the campaign You remember what a set basically is to hold or understand in a way that You can understand that the settings of an ad it happens it is inside the ad set okay Or we can create a set by grouping the ads If you take it then you can remember the data in that way also. You can keep good ad within set level or what we do in a d set is We do the settings of our add-on The schedule there tells the fan that this ad On which day or at what time should we start walking? Then we decide the budget for Let us tell you that this ad set is inside this How much are we looking to spend okay How much money can we spend on it daily? After this, on the third number is the bidding strategy We will tell F which strategy we will use Do bidding and then targeting tell that To whom do you want to show this ad? what kind of people do we want to show in which Interest, behaviour, demographics, etc. We choose and target this If you do it practically then you will do it very well You will understand that in the end we define placement let’s do it inside the d set that this one which is d It is an ad set, all the ads that are inside it In which locations will the shows take place, like show app and show fp show show inside f feed If yes, then we can keep some placements on from here. You can also close anything as per your wish I can if I want my add on is just We will create facebooksignup.in and set it up There will be an add inside, okay this is the campaign level after that d set level and third one is your d level is here above this level your actual Those are the ads that are visible to the users the audience can see you guys here okay so let’s set it up for a campaign We can create multiple d sets inside and We also make multiple aids in one set can be good if you need some warmth If it is bothering you then you have not bothered me at all If not, we will do the next practical So you will understand everything very well It will start ok above d level What happens is that we creatively set up our own now what is creative that creative Whatever your image or video is, the user ko hogi in the form of d that is d Creative It will have images, links you Those which will be placed inside the ad copy above Can be videos or text ok so this is a basic one Whoever changes facebooksignup.in Our friend is good, this is the name campaign name this is you For your own convenience, you keep this show to anyone It won’t happen, it’s not a part of the ad If it would have happened, I would have kept it for myself or for the people yes this is a campaign of ji lo shoes and its goal is to do a sales campaign you can keep something else also you can keep date also you can also keep your name with it okay so that later you can know which one is this There was a campaign, after that this is your ad set The level at which you have set your ad We will do the settings so that we can understand the traffic Where will you land it? Take it to the top of the website will take you to any application Or do you want to get calls from the audience? Eights next we have a Ads Manager inside We will set up a proper campaign for the case study okay so that you get a better one I understand the execution well, as soon as We had set up Business Manager. go to business manager and see that what are its settings and business What do we have in store for us in the manager? If I get the things then I will open the business manager So by default fb has landed me we got it done over the business suit Simply click on the Halab here and Go to Business Manager as written below If you want to click here then now we can do business Well, you will land inside the manager here You know which Business Manager are you working with now? Which business manager are you using inside and besides that here below you will find Which will be visible written below your account Your name is your personal ads manager or personal ad account ok then business You will see as many accounts as you want above You have created a limit to your business just two steps to create an account ok you just Can create two Business Manager accounts Let me do it and now inside this we will go to settings Let’s see if we have set some settings business manager so that we can If we can do the whole operation in a better way Like I mentioned earlier, the business manager We can add different assets inside if you do it and manage them then your As soon as I went to the settings, Look here the Peepal is coming, it means your Whoever is inside the business manager is fine Whatever people you want to add, you can add them in this we will do it from section ok for example If you have a team, then you have selected your team members To add, go to the People section Here we click on Add People For now, check out our Business Manager’s There is only one person inside and that is me We have to provide the email address above Add People Of that person whom we have in our business want to add and then we will call that guy will assign a role that you can use to create a page will you manage it or give ads for such and such page will you run At least I will give you my email here. Even after giving the email, you have changed your level of access You have to define who you want this guy to be, your To what extent is it done inside the Business Manager or What things do you want to give access to? above full control if you do it here You have given me full access to that You have full control over the person you have added The guy here does all kinds of operations He can see your account settings can see the payment details Can run campaigns and modify them okay the guy with basic access is The little authority he has rights will be less than ok so you have your As per the need any team member may be You have to add the person on top of next When you click on it, he will get a notification It will go to your business manager The next one that will be added is Zee Partners We will use this section when we need to Access to one of your client’s businesses I have to take all the D accounts that he has There are Facebook pages and whatever assets we have If you want to get access to them then for that we do this The partners section will be used second There is a Business Manager account and inside it there is a There is a partner who has a business If you have given us access to your assets When we get a client for ads okay so if we do this that he He said make me admin on fb page then d If you give me access to the account then that will be very It may be a complex task, you must always keep your Whichever client you get, he will know this I want to tell you that sir your business manager If you give us his ID then you can sell his assets will have access to his/her Business Manager SA partner is ok this is the safest and most The preferred method is for any client To work together, it is up to the partners For example, we have someone’s business manager so that we can generate ads for it Can run or do social media management work If we can, we will go to the ad now There are two options here, give a Partner access to your assets means we The assets of your business manager Give access to another business manager For example if I am in business I am the owner So she is on my boyfriend and she is not talking about my business. will run a marketing campaign so if we We are freelancers, we don’t have any client’s attachment. I want to get access to the page I want to get access to the account If we have to take it then how will we do it on D will go and ask’s partner to share there Assets we will ask our clients to What is the ID of your business manager? If he tells us then we will go for the second option click above By doing this their business manager will be added as a partner is ok I click on Get Started I am here, you have seen all the pictures of that guy details his name his email his business Account ID And your business role within that business define who you are as a brand and Whether you are a business or a media agency or Other types of partner if you are a freelancer or a social media marketing company You have to choose this media agency and Define it as a brand and business You have to take it and after filling all these things you Request Click on the asset and take access We will take it when we are freelancers or social media We are a marketing company, we have Get access to assets or business manager if so then he will ask us that how can we run our business Tell us your manager’s ID and we’ll add you If we give you access to Business Manager From where can we get the ID of Go to settings and open your business We will find the manager’s ID A Business go to the bottom of manager settings It will be written there that it is business information or Business Info will click on it and We have our own business manager We will see his ID written here. Simply select it and copy it and It is better to send your client here But one important thing is that you have Go to the Business Info section and Any and all business information This is the business verification status, if Are you a freelancer or an agency? Not registered with any institution With the government it is not necessary if If you are registered in any way then Then you have to verify it also if Open it and see if it says that You are eligible for verification then you Follow these steps if your business is It is actually registered and you can also pay tax I am doing it well it is written below Account creation limit of our business There is only one meaning in this business we You can only create one ad account Well, this limit is decided by you. When we appoint a new business manager Within that we can create only one ad account. but different Graduated Creation of Account Creation Limit we can have more also what can we Address Ad accounts get hacked Ad accounts get hacked So you have to keep this on so that whenever someone To login from a new unknown device Try logging in using your browser If you try then he will take a different next step Apart from the password, it is okay so this thing is important, well the next step in this When we added people, we added our team members I’ve seen how to access from the client Do you need to take it or send someone as your business manager How to give access? Next from this section The important thing is that we take our business to Set it up means add assets inside it do it ok whatever you want If I have added someone else then I want to add someone else well other than this i don’t have any other page These are the pages I added whose personal profile is my facebook profile No, I am an admin over them, so is he I have added a page from here I will remove it so that we can start again add this then you guys Look, let me go to the ad, now there are three Option The first one is the add a page, the page on which you There is already an admin on the page which is right above the fb Did you create it or did someone give you access? I had given it on fab so you can sell it to him for your business I can add another one that you Request access to a page It’s the client’s page, okay you can use it as your If you want to put it in business manager then Then there is a page of some friend of yours, whatever scene then you have requested access to a page If you want to go up then click on that page owner If you get a notification then he will send you a message you will get access to it the third one is g Create a new page when we did not do these two things So we will do it for our business manager If you create a new page then click on the d page Now whatever I do is Facebook Pages that have an admin on Facebook ok they will be automatically fetched from here I will search his name and if the name If they do not come up then you people directly Can you also give the URL here, now how can this be done It happens that as I write here modest shoe store so it comes down okay So I can add this directly. How is it happening in your business that this The business manager we have created We have created a business account I was logged in through my personal ID again You went to the business facebook.com section and Then you have created a business account then click here If we add this to it then it will be our A f page has been added inside the business No matter how many pages you have If there are multiples then you have to add them all. So that the business management is done well Perhaps the next thing is that we have our Add an account to Business Manager So here also as soon as we see the F page, there are three the options that we either make or whoever Add the account you already have Within Business Manager or any other Get access to a client’s ad account if yes then we will click on the second option or we Create a new ad account for your business here If you create your personal ad account then If it happens, you can also add it to your Like I have done this in business I have my personal ad account which is add have done it inside this business then you guys You can do this as well but the preferred option is this It is recommended that you do this for your business If I create a new account then we Let’s create a new D account now the account name inside it You have to associate with this business It should be named something that you will remember Well this is a good option for that business We had created an ad account and it is separate Go here with your personal ad account But I write that yes, low shoes are Noman D Account Anything you want You can name it or you can call it low shoes Business Account Business & Account can be any name Take it so that you remember it from time to time Whatever is relevant to you you have read it here You have to choose from it and whatever currency is here But you have to do whatever is relevant You have to choose, keep one thing in mind If you are sitting in Pakistan Sitting in India, in Bangladesh If you are sitting here then you have protected your country Currency is not kept here, you kept USD if it happened then when If you are running it in the country then you have changed your mind about Bangladesh You have to choose the currency but if you are here But we are sitting and doing business manager who is your marketing will run inside the US or inside the UK then You should select USD accordingly. or Euro or Pound whichever is relevant to you If currency is created then from here we move to the next If you click on the above then it is asking further that What will this D account be used for? Our business, that is, what we have built low shoes are being used for that or else For any other business or client then if You can add ads for a client from your business If you are creating an account then you have clicked here We have to make a connection with that business is that You have to provide your business ID here. And if you have posted this ad for your next business If you have created an account then you have selected My Business You have to place it on top of it and create it Our D account has been opened and this business It has been added inside, the next step will come that We When I’m alone I can access myself and give myself roles I will give you responsibilities for this ad account what can i do with it Directly I am in full control I am going to give Numan full control over this To operate the ad account, assign I will click on the top, which means this add to Numan The account has been assigned, now click on it The campaign can handle all responsibilities can perform the last step that will come The account has been created, now we have made the payment through it If you want to give information then click on D account. The payment information inside will be in the same manner As we have seen earlier, personal Inside the account we have entered the payment information I had applied the same steps You will have to select your region You have to select the currency and then click Next You have to go above and make your payment Now you have to add the details You can see in front that now our business Seeing two ad accounts in the manager We started it a while ago, we had this feeling And secondly, we just started this low shoes business D account so now we see next that yours which You also have to add it to your business manager Well once inside, in the pages section let’s go again and see what happens when the pages load For example, we have added Recently I added this page So now when this page is added to the business then We have to assign it to someone ok we have to hand over this page to someone Tell the guy that friend this is your responsibility The management of this, the aids on it If you want to drive it, then look here Below is a People Y showing that the model shoe store Who can manage this page? yes numan yusuf ok so from here you You can also change your access level and You can also add that the management of this page For this we add one guy to our team If the member is okay then click on Add People If you do it then here when the business manager Inside you have added a team called People Wale She must be coming here from some section We will choose a person and get access to him Level, from here we will define everything He will get full control over it Page says this guy can do everything ok rest you can do one by one partial access I can also do it if for example you have I want to add someone, someone I want to assign it to the top of this page Publish the post, okay so you are here Content and insights from the Community Activity messages to social media manager can assign these roles and if You need to assign a team member that whatever ads you have on this page If it is your responsibility then you can remove AIDS from here He is the only one who can give a role to him He has complete control over everything on this page You will get it, just click on assign So right now I have made myself full Access is given to everything for mode shoes Stores when you work as a freelancer So whenever you tell your client about You need to access the business manager They have to tell them that whatever page you are Account d Account giving us access Who is giving us access to whatever asset Give him access to full control so be smoother Even if they give basic access, it will go away It will work but if you have all the access If you get it then the work will be smoother ok now let’s move on to ads manager Setting Up a Proper Food Ads Campaign You will learn and along with that you will progress above the DST level Any number of options or We get targeting options and for that Whatever thing is above the bad level We have the option to explore them together we will know about them that what are these in what way and under what scenarios for us will be helpful So let us open the ads manager now. Ad Manager You go to C and type Food Ads Manager from there or you can access Business Manager Always find Udemy Manager inside shortcuts from If it goes easily then open it from here as you wish So you will open it from the window of D Manager. When you land inside you will give you your personal You will find the D account open in it. You can shift it to business account on top of that or whatever you need it to be If you want to use a personal account then You can also do it and want to use it for business Even then we can do good ads manager I have taken it, now I will go to create here. As you know in the first step that we have our objective or goal setup has to do [music] so what I want to do is for example Let’s take a case study, a client comes we have their website okay ers.com This is an e-commerce store which is updated Are inside fashion and life style niche means some how footwear and clothing like this Here is a basic overview of their products: Let’s take it, I just opened it and saw it We will take this forward as a study by our clients. let’s go So this came to us that we have to sell and they told us that we should Have CSR means for closing they have kept these people okay for For example, we want that we have I received more messages on messenger or via Twitter Up ahead, they get what is there in the night Contacts must be coming, leads must be coming they will do it through communication and we will close them one by one like this If we carry forward the structure then according to that when the client told us that They want more and more messages Of course their goal is sales, but they through communication of messages If you want to achieve your goal then I will choose I will do the engagement goal okay like Below you can see that Good for Messenger a and then views post engagement Convergence well if from here we take the second Choose a sales goal as well So the scene which is related to communication, you You can also do it through inside the sales brought the messenger Our show will target those people. whoever likes it will do it for communication After that see D, after that after communication Purchase our product So let’s assume the client says that our The budget is a little less, okay we Let’s go with this engagement campaign Through the campaign we are our client I will get him as many messages as possible messages are ok let’s go ahead continue here now You will see two setup options here. We have a tailored messages campaign In which the evolution of AI will be more You will have a little less control. The other person will set up everything himself If this is a manual engagement campaign then we will do this we will select that one so that we can manually You can set up your own campaigns, control them and We can tell you the option as per our wish, okay? Now we have started building our

campaign Whatever option we have inside it we will keep doing them good the first thing is that How to name your campaign We name our campaign How to name it, we would have written it in it Client name following a simple format Or you can start your campaign by entering your business name. If I write an objective, I would write GK Diner Y a next to remind you We can choose anything from the category I don’t want to do this, especially when we Any Pakistan or any country like Pakistan inside we are running ads okay But if you drive inside tier one countries, If you want to drive it like in America, Canada then there You guys can choose the category which is relevant Let’s go to the next one This is the buying type option, it is like this Let it remain as it is on the auction model It works for all the advertisers who are bid we do it for the audience and do it right so next is g campaign objective We told F we wanted an engagement People engage with us through messages Message us after seeing our post Next which is ab test good what is ab test What happens is that through this we have multiple Images, then copy and audience AB test option for testing let’s choose and most of the time it is It is not specifically used for advertising I do not use it, rather it is there manually Create ad sets and test them Okay, so we will discuss this in the next session. we will explore this further ok Next is the Zee Advantage Campaign Budget now this What is it that its first name was Campaign Budget Toma Its name has been changed, if it has this thing in it we’ll turn it on okay and then turn it on In Surat, we need to use Facebook at the campaign level. I will have to tell the budget that yes this is ours The budget of the entire campaign is this much, we are in it Either the life time budget can tell that this We want to spend on the campaign are for example 100 ok What will Hai F do in this campaign? also we will make more sets of them on this He will divide the budget as per his wish The control will not be in our hands The budget of the campaign is at your discretion The distributor will optimize the ad If he can locate the sets as per his wish We can also give him his daily budget so that he can get the We have it, okay, now you keep it and We will make any ad set you want These three are making this budget on them divide it then [music] reduce the budget If it gives, we will keep it closed for now And we will tell F about our budget. above the set level which is the traditional one way We give each ad set a budget as per our choice We will allocate, ok let’s move on to the next one So whatever settings the campaign had, we You have crossed this first level, now next level is add set level the first thing inside this is that we have to name the ad set but I am not naming it right now as we will will target that [music] [music] F is asking if you want conversion Now what is the conversion for us in this case it’s like we got engaged okay Conversion is basically the thing that whatever you If you want any action from the audience audience when she performs for Example: I have an ebook I can find it somewhere I’ll put it up and publish it If there are downloads on it or the website It is installed on it and downloads are coming on it so for me that is a conversion because All I wanted from the audience was that they should see him download it okay so for now in this case Engagement or getting messages for us this For us, Kanwar is here, he is asking you Where should the converter be? It should be on top of the website or you want it on top of your ad or you Messaging apps like Messenger and more Wherever you want it, we can do it as per our wish I will tell you whatever is relevant For now, we are focusing on messaging apps only. that we are that audience see the click Do it and come on our messenger or well here’s one more thing from here that if you want that your facebook page have some interaction with it basically use is it this one objective or this one Performance Goal When you understand the front page his reach or his overall engagement which is his followers etc want to increase it okay so as soon as you If you turn this on then the performance will go down The goal will be automatically selected that you are on the page You are running a likes campaign to increase your page Followers on top of that to give growth I remember running a campaign to increase that often I have seen that some people who start a new business or Then if they are becoming content creators then what they do is that the packages they sell These are the likes of social media, watch them take time or take subscribers He gets his F page followers from such kind of people let’s take Through that page, on top of that page you have You want to run a campaign, it’s okay, like a professional You have presented the matter in a professional way If you want to use it then it is very dangerous for you and that’s for your page Even your ads will be permanently dead Your accounts etc. will be blocked If there is a possibility of the page being blocked then do that You don’t have to do it if you You have to run a lie campaign so that you can get the right You will get good followers through Paid Campaign Okay, here we go again I want more of you over my messaging apps I know that through Twitter and Messenger people can tell us Engage with us Message us ok d You type what is next, we can tell you through this who is the label that is on our d This is a click to message campaign with no label ok or if the span message is ok then in this There is no significant difference, you can click to stay on top of the message let it move forward [music] are the next phase The guy inside selected the page for us that this is your Page that the campaign is running on Whatever is relevant to your page will work. From here you have to choose it. Afterwards we go, now I will tell F that Conversion location we have for messaging apps there will be one or more than one inside, meaning we Do messages go over messenger or And then you are on any messaging app You can run the ad as per your wish or else You can run all three by keeping them on Good performance is the goal for the future Maximize Number Of Conversation is now asking us if your what is the performance goal okay that I what can I do for you that I can Bring the conversion or as much as possible bring me the link clicks okay so if we Our goal is that we get as many If messages come then this previous goal is fine Otherwise, if we want a message Whether you do it or not, it is mandatory to click on the ad Any link that is placed inside it If you feel the need to click then we have the second one You have to choose the option of engagement campaign and The first one to bring the conver forward again The option is excellent, you have chosen it Always keep this in bid control now bid What is control is that through this we can can tell that to You gave us more money than this Do not bring the result, for example I am should I tell you that you have got a result which means that Do not send a message worth more than two dollars for example i am ok so f is above it he’ll try to get a pound The cost of the message is more than two dollars no it may be ok so when we start with a Work with Fresh Account or Fresh Business if we are doing so then we will take the bid control We do not use Bring results in cost, get a result The lowest possible f tries to If you give us cost lock then our remaining The setup is good, the targeting is good and the creative Ours is good and what we have with the audience is relates ok makes good sense Creating a desire within the audience If it is doing it then whatever our cost will be The result will be less, okay After that we go are the one you get charge it’s on top saying That we will charge you money based on the impression We will charge, it’s ok, delivery type is ji Standard Now see Delivery Type here is not letting me edit it if inside it I write that one message for two dollars Bring it here now let me edit it and inside it there is another delivery type is g accelerated now in accelerated What happens if our budget is drained fast? tries to spend and maximum Our ad reaches people well We use accelerated delivery in such cases can we do it when we have no limited Do you want to run an offer for any brand or for any For business that is for example 16 June or on 16 October if any of our soldiers Sales are coming which are valid, please give it to me That sale for days or for one day will it be okay for us or for 24 hours Sale is buy one get one free or 50 off In that case we will choose the accelerated option Let’s choose so that what is ours can be obtained quickly There is a budget, it should be spent on maximum people our message should reach till then and our goal is that People are buying that 24 hour offer. more than If you are more impressed by it then you purchase it It will be completed this time and another example Let’s take it for example Is there a hotel or a restaurant They have launched an offer that you can come here But if there is any celebration on 14 August For example, above that you will 20 is off ok so in that case also 14 In August we are going to launch an accelerated campaign. so that it can reach more people quickly If our goal is accomplished after reaching there then If you have no agency other than If your budget is suddenly established then Your delivery time is without bid The control standard has to be kept on only after that When it comes to budget and schedule There are two budget types in this we call it either Daily Will you tell me the budget or the lifetime budget? will tell you now see us above the set level Now we will tell you that this is a diskette You will either tell its daily budget or its life Time budget of this as long as it is alive Will there be a budget or will this much budget be spent daily If I can do it then I tell you in the daily budget that for this d set I keep $ ok now what does fub do that someday It is also being seen below that sometimes it is 12 and 50 cents will spend whatever he has and sometimes whatever he has It can do even less than that or sometimes even more it can do more but what does it do If I call it a seven day campaign okay so seven days seven days which will be the total budget for For example, the total for seven days will be DK According to the calculation, 7, so after seven days we We will see the total amount spent by F it must be 7 only but what does that do Someday he will spend a little less But the next day he will do more than that 10 se to at the end of the campaign or at the end Off The when your ad is over then the one which The amount you set up for all days He will adjust it, okay we have made the daily budget Told me when we selected the daily budget If it has happened then we need to tell the end date it doesn’t happen okay we tell F that you Run a campaign, okay, to maximum people Target those who are relevant keep targeting and whoever tries to stop you It will be a matter of campaign that we manually add Open the manager and go to the campaign manually You will turn it off, you should not turn it off automatically When we keep a lifetime budget then its Inside you will need a start date and an end date. You have to mention it so that only then the F gets to know It will work that this ad has a good lifetime budget For the set while it’s alive it’s on since when has it been happening ok when should it start it is happening and when will it end then start f and Both end dates are required normally Mostly daily budget is used okay and we don’t give end date in this Because we keep doing the campaign again and again we can’t say periodic Within a few days we will check the campaign let’s see if it’s working fine or not If any ad in this does not perform well if it is doing that then we will turn it off okay He is performing well, let him continue A little bit of optimization of our campaign inside we are doing it so that’s why we do not tell the end date to f ok inside f When we stop any ad in the feed If you do any optimization then it is The campaign is again under review for its ad It goes away, okay, it will go into review later. When it turns on again, a little Once the complex work is done then you have given the end date You do not have to keep it manually, it is AIDS You have to close the campaign by opening the manager If you want to close the day then do it without end date we go ahead good budget scheduling inside we can tell the book that our The ad which is posted at a specific time We want to invest more money on that ok he can spend more for For example, one of our products is about This was almost like an accelerated campaign matching that for a specific day above or at any specific time we We tell Facebook that friend, on this day, at this time on top of that you can increase our budget ok daily budget our late suppose we say that you should increase it more I would say 17th from 5 p.m. on the 17th By 8 pm you are stuck in a daily budget do more, ok it is giving error here that is the end time which is a high demand period can not be If it was given on Arlia then PM would have done it If yes then by doing this we can do it at some specific time When we feel that above this time If our ad gets more exposure If we get it then we will get more results We can do a budget scheduling from here We can make our budget better Next, let’s go into GD scheduling You can tell F that you have seen our ad On which day should it be operated or at what time? till when do you want to run it ok so like this We can put a condition on Facebook that For example, our ad runs on Sunday at 5 am. from to It’s fine till 4 pm and our ad will be on Monday Let’s go from 8 pm to 11 pm So we can apply the condition like this and The visibility that your ad has You can control this option uli is not used [music] will spend most of that time over and More and more people at that time ad will show okay one more factor here One might wonder whether you know when people are sleeping okay then that ad If our business continues, we will be deducted money It is not that our money will go waste It is about your audience The second thing is that you get money only when Your money will be deducted when Impressions will come on the ad or clicks When impressions and clicks start coming If yes, then it means your audience was awake and he/she has seen the ad or clicked on it Only then can your budget be exhausted. it has happened to you, so if it has cost you something then The Yuli Run ad would have been placed above all the time Inside Next we have Audience Controls There is an option in which we can tell the location in which region our ad will reach the people okay here we are doing city base targeting Can do country based target targeting You can do it like select Pakistan now If it has happened then inside this if I wish that Don’t show the whole of Pakistan any ad of ours It is okay if our ad is not visible in the cities is for example according to our study Let’s go from here we are applying for this We need to add an add-on g footwear’s Like inside for example we are taking the case that the client told us that we Sales are required in footwear which is for men These are formal shoes, we need their sales to be good So I’ll take a guess that Sialkot which is inside Pakistan Example There if we feel that the footwear is so Its sales will not be like that of footwear But there are many factories where shoes are made. yes it is ok there are lot of factories there We can exclude Sialkot We have no targets in Sialkot on 20th If there is no audience who can buy shoes from us then we we will exclude him ok See this, whole Pakistan is now a target Our show was broadcast all over Pakistan It will happen and Sialkot will go bye from there like this If we feel that the product we sell are living in a specific city There are more sellers of the product and There are less buyers, right? Or the people If the buying power is slightly less then such regions We can exclude such cities from here are ok now here But plus 25 miles 25 miles plus it is saying this This means that the other side of Sialkot I mean within a radius of 25 miles The reason is right, he is targeting everyone F C E Very Huge See Inside Map Here see from here that sialkot This Shakargarh almost extends till Jammu and Gujarat which is our targeting so if We wish we could just cover one city If we target them then what can we do for them The radius from here is 25 miles can be reduced to above 10 miles if so, then it follows that our Targeting Joe it gets a little better it’s perfect Now see, she goes inside the secret fort We almost excluded Sial Kot Now let me remove it from here And now let’s remove Pakistan as well Let’s see city base targeting from here I’ll go over to include again and I’ll I will tell him that I want to show my ad I am in Rawalpindi, here is one thing If you want to show ads all over the world then so you have to put it on top of world wide okay you can do it according to its continuance also are a like can do over asia can over africa right here From Rawalpindi runs ads inside Punjab Am ok well this is city based targeting This is what we are doing For physical businesses, physical stores For example, we have a client whose came Is there any restaurant or is it real Doing estate work or any consultation providing services or he is a dentist or He is a doctor or a physiotherapist or Anything that has a physical office or presence If yes then we have city based targeting for them do it because I am sitting in the client’s city where But the office is there and the client is there, If we are targeting the city then the rest If online then our client of e-commerce If so, we are in it Lee is targeting the entire region If someone is doing local e-commerce then We can target the whole of Pakistan It is a good location In this right side page it will tell you that you have What is the size of the chosen audience? ok so this is not very less it should be okay if you are very You have three or four small sets here you have targeted me or done one or two, okay and Below you have also selected the targeting options those with interest and behavior have done it This will significantly reduce your audience and that In Surat, you will not get good results. If you meet me then take a look here That your audience is of an intermediate level It is above, it is not very specific and neither It is very broad, ok location wise If we see more options inside then the option Targeting is what we do based on demographics People come and say that our target audience The age of the people to whom we want to show the ad is How much are you? Okay, I will tell you the minimum age There is G for example in Pakistan I think an 18 year old guy would be Such buying power as an average majority it would not have been That is our expensive product for Apple So he can buy it, okay, so a little edge I will increase it, I will take it from 22. i am ok is of languages Inside this you can see it on all languages If you keep it here you will get good result If we are talking about custom audience then custom The audience we will remarket to next Now we will see in detail in the section Advantage Plus Audience has an option of GIF He says that our AI or D technology This is a system that automatically connects your audience to He will identify them and target them, okay? Gives two more options that audience suggestions now what’s inside that fab says you are Audience suggest, tell me what your interest is yes how do i target people okay And first of all whatever you guys tell me is fine I will target people and after that whatever mera d technology wala jo There is a system, we will target through it okay first you will listen to us, who we are A buyer persona will tell them the target After that it will do whatever its technology If the targeting is above the base of the system then The second option is Switch to Original Audience option, this is the old system which we used to use u target inside f in add set level okay so I will switch it above the original targeting option Here we have detailed targeting there is an option, we will check it out and we will see how People can show ads to their intended audience okay from here the minimum age range is I had told you that our target is from 22nd Audience Start Show ads to people who 22 years old and he goes I would roughly say it should be okay by 55 Our ad is for people between the ages of 22 and 55 We can tell if it will reach inside the gender that you have to show this to mom okay so since we’re in a casual Fm sorry formal shoes are on sale for Main toh hum audience pe main yahan pe Correct Is ok let’s go next g of demographics up well from here once I’ve over all kept it ok If yes then see the audience size here, it is approximately this It makes 33 lakhs. Ok, now I am on the main page. takes away so it’s showing me 24 lakhs okay amed audience size then see that when all of It was above so the audience size was more empty main When we made our choice, Fuss told us that Your target audience is in this region There is so much inside Rawalpindi, it is fine from here Now I will remove it from Rawalpindi okay and I give it here in full Pakistan should now see our audience size it has increased a lot Makes almost two Cr 68 Lakh So by doing this you should keep an eye on it as well Now here earlier you were getting an error You may have noticed that your ad set is for this But why will zero results come? It was because we had only covered a small region here. Rawalpindi was targeted and its Andar Main means Rawalpindi itself is small If you target the main thing in it then f That’s why I was saying that your audience size yes it has become a little less, so be it You may not get the results that you want The f on the side which is giving suggestions which Someone must be making an estimation that this is so It is not very accurate like this Estimates are showing daily results but This is a great way to get an idea that we are committed to ensuring the quality and You can judge his targeting correctly oh well i have targeted this according to the shoes Now next let’s move to Advantage Detail Now we will tell you about targeting here. [music] [music] Let’s open it up and take a little overview what are the targeting in these Options are demographics like Do you know what demographics are? that which is connected with the fellow’s fellow things happen like his relationship his status, his job, his profession, his his education level is fine, all these things Life events etc. These are demographics If it is connected then we will go from here See how people are classified according to their education You can target that f you our d them show that those who have an associate degree or college graduates ok or those who have Field study which focuses on a specific subject like a check in chemistry If I do it then those of us who have done chemistry I have studied SA subject, target them I can show them my D, this is how We target schools in a way You can search the school name here by doing this to people of a specific school You can target life events after that inside we can see that people who are at home Away from family we love them Can target those who are away from home town yes you can target them okay Later we can target based on birthday It is to show the ad to those whose birthday month whatever it is be it June or January or them Show me ads whose birthdays are coming up, this is good These are the options for restaurants they are very good and other than that If you are inside the e-commerce niche Are you selling a product that has Any relationship factor comes into play or personal Give a gift to your loved one or yourself or can take it for someone like this that if you are selling something, it The options could be great for you Next is Yes, in a long distance relationship, there are people who can be targeted New if they have a relationship, they can are such and then we would see in the future that all of us are parents We can target the parents or else we Someone is selling things for small children Are you selling it or are you selling it to some children? If there is a serial or something like that then we will You can target the option like this should be shown to the parents who Are you having kids below 12 months of age? Is it ok? Then we can target such parents those whose children go to school three if he is five years old then he is fine from here There are many options as per the client Your service according to your product According to this you can get your relevant information from here Find and select targeting options by targeting If you do it then you will have a lot of fun here There are options and through them we can achieve our targeted target can reach the audience that is Our target audience is obviously They have an interest in their heart for us The product is like our ad Seeing that they convert your product According to this, one way we can do this is by Target those people one by one Those whose business and industry are visible Have some interest in entertainment Do you play games? Are you interested in games? Be interested in music or reading or Then inside family and relationship Are you interested in fitness and fitness food and Drink like this and according to your behavior We can target them, who do they have? which device do we use with them Anniversary When Are Good Digital Activities What is their problem? Have you considered all these options together? You have to explore it yourself one by one so that you can You can understand it from the heart and then it will go inside your mind Clicks will also start coming in that which For this type of product you can choose this option You can choose which type of product You can choose any other option for So you have to explore this yourself so that You should have a better idea, this is one way Now let’s see the products one by one and The second way in terms of service is that we Which is the seed keyword for your product? tell the same Please tell us all the keywords you have for For example, we have shoes, so for shoes What would be the most basic interest for The name of the product will be the same, we will say f un Target people who are in shoes Are you interested see this interest show below I have made shoes and footwear this is one This is of interest, we have targeted it now All the people who are interested in shoes Everyone will see our D, after that the shoes what other word could it be other than or You may be interested by searching for footwear Looks good, it’s not getting inside the footwear Sorry I spelled tware wrong ok see this footwear apparel interest let’s target this now as many as we can also revent we’ll smoke some brain If we think about it then they will target us and then what else could happen to those who are clothing am i interested or should i write formal Interesting Hacks to Try While Wearing Formal Shoes Our product which we are selling is formal shoe ok so those people who are in formal year It is good to target those who are interested Let me check in my shoes and see if I’m coming Men’s shoes are fine, it’s getting interesting We target besides that you can [music] inside gqth See those who are interested in clothing is to target them Now we will take this targeting that we have done speaking Is it regular targeting or basic? Say targeting ok what happens in this is that whatever product We are relevant according to the product I would have targeted the interest like seeing Shu I targeted footwear so men shoe targeted shoes targeted clothing target done okay now its There is another targeting option This is what we call suggestion based targeting what do we do in that Let us see that there are three or four interests I told F, now I tell F that you suggest this targeting that I have you show me that it’s on top of the base And which people or what interests? If we target this then the result will be good Now watch the f… showing how to wear sneakers Target exactly relevant and exactly Excellent, it has generated interest We will target this and then again If I could target the boot then Targeting boot is absolutely relevant We will take it and then see what it says about the suggestion Inside the sandal the sneaker is saying collection fashion accessories dresses so ye We target the one wearing sneakers After this wedding dress, now those who You must be interested in formal shoes It could be inside a wedding dress are you interested then we can make wedding dress Through which you can reach your target audience to those By doing this we will reach through suggestions You can improve your targeting properly Detail targeting has a good advantage been applied now what does it mean f say I am thinking that whatever you are doing by targeting me I will show the ad to such people ok but where i feel like results may be improved okay so Apart from these, I also target other people I will do it okay advantage detail targeting Basically this is the thing we keep on It only benefits, it does no harm okay in which we do brand base targeting Let’s do it right or competition based targeting what do we do in that which is the bottom line of our product for example We are selling shoes so other brands of shoes We are selling to them by targeting their interest But okay, if I write this then it is coming Now when we are targeting such people if you are interested in edge then it is ok He should also take interest in our product can because ours and Adj’s are same The product is fine, they are also selling shoes We are also selling shoes of the person whose name is in A He is interested in our product who knows when our interest might arise If he sees it, he will like our product. If you like our shoe and purchase it Take more such shoes which are relevant to ours We will make the brands as per the We will target any fruit and if formal shoes If Wear is a good brand of footwear then If you target him then like if you search try it If you are looking for Bata Shoes Footwear then please tell me we will target it okay now but what we have done is Targeting that we We have targeted the interest till about 10 Okay now here is a list according to e-commerce Interest is engaged Sorry behaviour is engaged buyers’ engage shoppers so this one we This way we target e-commerce stores That’s why we are targeting such people. Are Those who actively buy on social media we see ads on it and buy it online yes, okay, so with engage shopper we do this targets people who Behaviour is buying behaviour, okay they have Buying Power is another G F Payments F Payment This is also a good behavior from users We target this as well It is good for commerce source so by doing this we Create your own targeting Now let’s take it, let’s move on to the next one, okay Here, let us talk about one more thing We just saw a lot of behavior We have targeted as many interests as we can Revent will be available ok but we have not told anyone strategy or a template We did not make it right by following the format so there are three methods of doing this okay The first method is what we call single Interest targeting, what we do that target only one interest for For example we choose to do this Show our D only to those who want to buy shoes I’m interested okay this is basically Single Interest Targeting and then The second type of targeting is that of Stack targeting in which we stack There are multiple interests, so we have two in it seven or eight interests out of which we are the same inside a d ad set like we did here Right now we have two to seven to eight interest rates here If you target then that is stack targeting ok well this thing in stack targeting that you have seen that interest behaviour and Whatever demographics they are targeting should be relevant just like we have View Footwear Formal Wear Here men shoes sneakers sneakers these are all these The interest is too close it’s related it’s relevant okay so stack In targeting you have included relevant interests It is ok to keep it only if brand based or If you are doing competition based targeting then Then you tossed the shoes in it, as many shoes as you wanted Those who are targeted are the brands related to I don’t want to use any other kind of brand To create relevance, we have to do targetting Well, the third strategy is G Layer Targeting or Conditional Targeting We can tell him what we would do in that that tell f an interest that f Target these people who are in shoes I am interested then I would have put a condition but Also interested in something else For example we are selling yes formal shoes are ok now i told f that f Show the D to those in shoes I am interested but at the same time I say that he is interested in shoes but at the same time In I am the people who Is Interested in Formal Year? View Now Here when we targeted those people who buy shoes If you are interested in then wear casual shoes Those who are interested in casual shoes also Those who are interested in R are being targeted Those who are in joggers are all shoe guys All those who are there are being targeted, so when From here we will tell him that in fab shoes He is interested but at the same time he is formal If you are interested in wear then make a layer Now such people will be targeted you will see that he is interested in shoes but Also interested in formal wear only if this condition is fulfilled The rest of the sneaker sellers will go and see the ad. if all the others are out then it means We reach out to our interested audience is able to reach the correct address through conditional or Layer Ting now we move on And after targeting, languages ​​have come We have to keep all the details when it comes to placement Through this placement we are able to Let me tell you which of ours you have given I want a show to be done on location ok see more I go to the option and click here There are options Either we choose manual placement or then automatic is fine but our campaign These options also change according to the objective If it happens then the fab is showing me right now that this is in line with your campaign objective These placements are available for your ad which is Messenger will run on Audience Network Will run inside the inbox and Messenger Stories inside your add will run ok manual Inside Placement We can edit whatever you want is our d show it at this place and at this place don’t show me for apple i say it’s over Our D is either not fully visible It is not visible on Facebook and only on this Whether it is visible or seen above the F or not visible on the F By doing this we can control or I say that which feeds from here we can find the feed which is a there is a timeline, you are moving it up and down yes it is your timeline, feed it It is said that people should see our fear on him While browsing is ok for anyone else If that ad of fb is not visible anywhere then we You can control all other options We will turn it off and just turn on the feed will keep it or should I say that it is our ad You have to show it only during the video Whatever ad comes there, you don’t see the rest Show me that we can control all those things can we do it well uli automatic We keep it above the placement, it says F feed it wherever you feel it is right Show us the stories on this Two for automatic placement wherever you wish we keep it on top but if our We have a little less budget, okay, and we Come and bring the results and tell us a little I am also confident that for example Our products are not sold in market place There will be no result on this ad In Surat, we know things in great detail Through manual placement by analyzing You can also disable some placements from here. can fix mobile device and Can also be targeted according to operating system You can tell your audience that our ad Show it to those who are using Android devices are ok and or show it to those who are using iOS devices If you are doing it then it depends that Which option will you choose for yourself By product or audience So from here we go back and this Let’s switch to Recommended Placement Settings that are Automatic Placements And then well this brand safety and suitability is this we are meta business manager inside the we can set this up and leave it for now yes it is not that much relevant We have done all the other settings. well now showing us that you The conversion will be zero, okay now One thing about it is that This doesn’t tell you the truth if we run this eight So the conversations will still happen But an idea is showing something what you are doing wrong is ok if its here So I will make it gender all and then see is that what it says well I am still saying that yours and the one who There will be no result now for the audience The issue did not remain, I talked about gender Now the issue of targeting above will be here As for the budget, we see that the budget is D. If I make this 20, okay, let’s see what happens How would a change happen inside it? We eliminate targeting a little bit, Layer targeting so now go ahead It has okayed that you can start the conversation. Let’s go, why was this error coming? That one, we already have stack targeting I put too much interest in the behavior and then on top of that we have layer targeting were also doing layer targeting without Targeting and interest are the same We will target the interest and on top of that We will do layers, okay, as much as you define Further define, further narrow your then the audience gets that much Your audience set will become smaller or your targeting fkei system It will not look right, because of that an error may come up Well here is the estimated daily result a little bit more of this and we’ll check this out It depends too much on our budget Obviously the higher the budget, the If our reach increases then we will earn more here If I keep it then it is showing 14 to 16 hey i will send you messages if i keep it at 15 How much will it show, this 24 to 69 is just like this The more we increase the budget, the more The estimation will keep improving ok if we move ahead to the next above and now we are at the top of the add level Well from here we can set our own budget I did not know how much I would do it [music] 15 d daily I told it to me Spend in the Head Doing D level work in Pakistan The first step above is to give a name okay so this is us over the end You will see the page below, you can select it which you must have done at ad level bye By default it will be coming here Next is you [music] Campaign or traffic campaign then click here A third option was also coming whose name was hey collection okay so inside this campaign We go with a single image or video ok ad creative as you know that what is creative Which means the final ad that you see The audience can have an image or a video We add media above the ad image I’ll go from here we’ll do it upload and for apple this is our d this i do I will take it, ok, you should give me some comment also here’s something I’ll show you from an overview The original picture you uploaded The aspect ratio or the dimension Its a free app for your Android device and it will help you in getting your Android device to work smoothly and easily with our platform. It will look fine on top It will look fine with stories it would look ok like also that thing your image looks right to you ok So you better do it here It was not completely visible because in this image The dimension of Yuli Fuss is a little bit wrong The 1080 by 1080 d above goes right okay it works fine or else whatever There is another one called Ba 628 so if you have used Apple Canva I have used it for creating and creative purposes so that Then automatically your dimension will be correct. It will be ok let’s move on to next now Here P is saying fus for optimization that we optimize your image Okay, we will turn on optimization for this. would have kept it now here we are with our creative You can edit it inside it, okay now. The AI ​​system saw this and I have guessed it what kind of thing happens with our images If you like the music then this one is diya if i want to change then i can do another one could put hmm okay so by doing this the optimization becomes bigger if he does it well then it is ok in all respects Optimization is what we do and move forward You can also adjust FS etc. a little bit of everything We can make the creative a little better are edited It is good when you do all the optimization If you look at the option then you will get its score Six by six will be visible, it is visible now that music is also played and there is also an image template Once the visual touch is done, let’s move ahead The talk of primary tax has come to primary text means the fed copy of the feed which is here But if the audience sees this shoe then I write accordingly yes, rather I have written it here This is it, let us copy it To write good ad copy you can use Chat Chat or you can use your own If you want to write then it is a better thing So in the next videos we will Practices will also show that a good ad What elements can be inside the copy and in what way you You can add animals to the audience and call them I have to buy your product through a copy So here we are now inside primary tax We can apply more than one option hey f saying you can use the five primary tux That means you can apply five ryo or variations I copied it and I shuffled it around to give it to the audience okay so if you can take five If you wear primary tux then he understands it that the quality of your d is a little higher well then you have to try that five The text option is you should have placed five ad copies can we talk about some benefit in this or Change the structure a little bit in any Talk more about features in someone else Let’s talk about more benefits of the product Well put a call to action in any Keep the second cult action in the We will make five versions of this, okay? a i spu style a cough new line Family Shoe Made with Premium Material Innovation Construction means in a way we are attracted thank you to your audience nice copy right Ok, next we have the headline. You know it will appear on the headline This is right below the page name in bold. Our headline will appear So here I write something attractive on y what is written yali that hundred of happy Customers can buy now and get money free or not Delivery Free Shipping or Buy Now Before The stock end something like that so I [music] Ta [music] Stuck is ok Let’s see if it looks complete or not no it’s ok you have to try that the headline could be a little shorter so that it dot dot dot should not be converted into Let’s see the whole thing, well after the headline we description which is sent to the URL Description or even link description It is said that it will be seen here below We will add it below the headline Well in the description I write a little bit on plus y What can you do to make it attractive? Can there is a b site mummy read some mummy from here you can pick it up and put it in the copy so that She looked attractive and caught the eye instantly And if the user is a bit convinced then here I would take the star yes it has come [music] Star, we copy this and take it with us are at y It got an F star keep giving like our product is good It is not visible even on Fstar Y but this on some placements It will look good, inside the headline also we will Some people can use this practice we do it plus happy customers Simple star attracts with this star to do as you wish is good copy of Emoji is also used to create an eye flow upwards like if I put a star here If I give it to you, when the audience sees it, will someone watch the ad? So if without emojis or smileys our one If there is ad copy then the eye looks so good on it It won’t matter when there is something inside our copy There will be some visual elements like emojis etc. It will happen that the eyes will fall on it for a little while and she A Flow Bun It will be good when we drive another Eben We consider this ad copy as a best practice. We will write it and also setup it After creating the format, now we will use Ads Manager. View overview Seeing what’s where What is happening in which option and Also create a basic C campaign ok ok let’s go next yes call me Action button, inside this we have given you this below You will see whether this is our CDA button or it is empty button, through this we tell the audience what should they do send message book Download Now Get Now Anything So from here we chose the campaign We are running engagement campaigns and we Want people to know us above messenger If you send a message then send the message which is relevant The second is a call to action button that we have can contact us ok so whatever we want Looks fine to me, this is fine so go ahead Messages now appear inside moving message templates We can create and keep templates like pre If F has made it defined then we will edit it what is this thing that we do together Let’s make a template so that any person adds If you see it, click on it and you will click on it. What message should we send to him by default? ok whatever messenger opens in front of him Look at this, you can also see a view on the right side It is okay, some guy has posted it on the ad If he clicks then our message will go to him that Hi whatever the guy’s name is it’s ok now Currently my name is visible, this is why I am thinking that this f is telling me That means the name of the person who clicks will be It will get stuck here So this is a by default message from our side It will be visible to that person, we can change it ok, for now i’ll cut it out I say hi after the this is called personalization that you to know a person through his name addressed There’s a guy who did this on our D Clicked on his Facebook ID name yes mohammad zeeshan is ok so now our choice is We have that our message is to him If we go then what should we say to him hi mohammed shaj zeeshan or hi zeeshan or hi Mohammed, this is how we call it first name last name Or both with a personalized message for her I can write here after high am the full name of the recipient or we can use our first name okay yuli by the way It would have been better if the first name was written Or if it is your full name then please write the full name If you give it to him then do this and send him a message Okay, here we go to call our business You can also tell me the number and get it shown so that they can see it if they want to I made a call by clicking on D in Messenger Come and talk or call me ok Then we calculate the frequency [music] ask the kinds of questions that are good How many colors are available or you can buy it for free Do they offer delivery or not or do they ask Is there any sale offer at this time? no, or they ask which ones This is how you deliver within cities From Hum Frequency And we can also set the answer inside the chat If we take it, our and his time will be saved and We just need to go to the Convergence If the communication is good then we can do it through like i say on y [music] So we will write the answer to that, okay toy queen will become our second save we will do as much as we need to Baa Sew Finished, this becomes one of our message templates. Let’s go now to the next Yes, almost all our work is done Tracking is not that relevant For engagement campaigns So this is our campaign setup now. See, as soon as I put the stars our headline is it had gone into dot so I brought it back Once we finish this ad, this is our audience We will see it in an advance preview You can also go and see a little detailed preview here you can see it on the feed like this Our design will appear on this feed like this It will be visible after that on top of other placements as well We can see if there are any cuts No This is what remains of us, in which we have Through which we informed the manager completed the option So, in this way we can enter Facebook D Manager. campaign forgot another thing name now we Let us know once we have it set up Which image did we put inside that We will keep some name based on the image like I say the G if K’s name was written on it then I would have written it the image was ok so I can remember what I kept And now the targeting was ours The stock targeting was around eight We had put 10 tests So according to them we would have seen that we had bought shoes Targeting according to according to thi this is what we targeted put the famal I was targeted by us and along with that I will write which group you belonged to, from 22 to 5 people are in this d set this is targeting doing OK so now we’ll go to next and After that, by going above D level, we can If we publish it then this is our D which is it will go live after some time it will go away Facebook will review it within the review The entire campaign will be completed with a set and its design will be completed with a set and a … If there is any policy violation or anything, it’s ok if yes then they will tell us that your It did not happen otherwise it may get approved There is nothing like this inside it Does not block for some specific cases He blocks us inside, we can also discuss We will do further work quoting from FKFed What are best practices and what are the a little escape from We need those from whom we have our D in review go ahead and get lucky well now we see that a To run a good Facebook campaign we Where will you get the inspiration from and what competencies you have how to see their ads how to spy We will take inspiration from them and make our own designs If we are creative then we will prepare it A great tool for that is F AIDS of the library where we can go to all the Comput analysis can be done for creating our f end Whatever campaign is going on, we support those advertisers see a lot of information about you can see his page name Apart from this you can also see their even spending How much have you spent on this ad When did they run this ad? Okay, like this. You can see a lot of details of their Obviously when we see their ad creative So we’ll get an idea that well, How did they develop their ad creative? and we get a lot of things from there You can get good ideas and inspiration The features that are inside the library are: that the search For example, apply functional filters If I want to be inside Canada I can I want to see that F Related to Shoes in the above Canadian Regions Which are the different aids related to snacks? They have happened at this time so I can see them all or is there any political aid for anyone Specific Regions of Pakistan For example, inside Pakistan, he too we can see then after that add details We can see how much ad copy is after that There has been spending on this even some times We will do some basic interest targeting which You can also see what has happened after that We can see the ads pend and the advertiser We can check out the page of once we open the feed library and let’s see how we They will perform comparative analysis and And then when you make your ad, you will see this to what extent can we do computer analysis we can do that if we need any specific View ads about a product or service for example, I go there and write I want an electric kettle Show ads about it how many The campaign is ongoing, we can see it all Or we can look at Edge’s campaign People can see Pepsi’s campaign Hum Log View campaigns for a service-based business If you can then the next one is theirs We can also see targeting some times that they can get the basic idea that what Which page or advertiser is inside this page? targeting audiences after that By applying filters we can filter a specific country And analyze ads within regions and then the second filter is In that we can see the past week or last month’s The AIDS that has started to spread inside us is us if you can see it then They will come in front of us and we will stop them can we analyse it or else if we Pakistanis who watch AIDS are from Pakistan If you are going inside then Pakistan is for that I will choose to see it in some other country So we will choose it here Almost every country has multiple countries If it is present here then I kept Pakistan After that you have to do the next step that it has to be placed on top of all aids only then go The right computer analysis will help you more You will get AIDS, analyze, do these two things First tell the reason then choose all ads Now here we have two options, either We get ads through keywords for For example, if I want, I write it here Pe smart watch so about smart watch All those who have AIDS will be exposed or else I write about graphic design company. all about graphic design company will he also have AIDS, he will come forward or I will If I write about sunglasses then it is related to sunglasses All the ads are loaded with keywords. The second way they will come to us is this That we write the name of the advertisement like before It was discussed that for example I should write Nike Let me search, okay, Nike ran as many ads as it could if they come in front of us then here Pay for example I write Ji Sun glasses now look down, this thing which is coming down there are two or three these are advertisements this is ok There are any pages or businesses if we have seen this Once you have chosen, then these people are running this ad They are coming in front of us, we will You have to put here that search this exact Now according to the keyword, we have the phrase Sunglasses will be shown in Pakistan All the ads that are there should be shown to us. These are approximately 9000 ads which will be Glasses are related to inside Pakistan these are working okay look at this these glasses Many ads related to this have come, well some It can be slightly irrelevant, it’s okay So you didn’t see that Identification took inspiration from there and you want to prepare your ad, good for For example, I saw this ad: Crystal there is a blue page ok with its ad If you want to see in details then click did I go over to About the Advertiser Here are all their details If any add-on on the library bothers you a lot If you get the old one, it means if today is 27 October okay so we get the ad that starts It happened in January 2023 and since then she has been going or for example that ad is giving us a I got it which started in May and is still running is going to happen then it means that that ad is very good is benefiting, results are coming The convergence is coming, okay, that’s why it took so long since it is functional, it is operating That is a good add from there if you We take inspiration from his creative work Then you will also get good results from their ad copy. There are good chances of getting results Apart from this there is nothing more in this add on We did not get the details, ok same query Now we see the same keyword above all keep it or this is how we do it over the united states Let’s see if it makes any difference I wrote the keyword sunglasses again I searched 36000 ads which are shown here I am going to add details if If we get to see some more details In this also the same scene is there that we ad copy and You can see ad creative and basic details yes ah anyone else can see it ok here We have got some more details that This ad has three versions, all three we found all three of them here so here Then we can do our analysis well how is their ad creative How is the ad copy and from here we You can take inspiration from someone else if it is in language then by doing this we can We are selling the product for which we have to those who have gone before him They will see the ads they are running Take inspiration and make your own ad He will create creative images or videos and We will also prepare the ad copy along with it. Okay, after this we will go inside the filters. and in the filters we can tell Whatever we do, a good search and a to the point one If you want to do a specific search then from here we can You can use filters like All advertisers or whatever about sunglasses Mutalik F has given us the big brands I took them out and gave them to you saying that which of these is better Do you want to see someone’s ads or all the ads? Which language are all the advertisers in? If you want to see the ad inside then Image under media type Video Image Do you want to see ads or videos or memes or no image and video ats active status Do you want to see these active ads or Active AIDS so here you have always active View ads that are running in real time After that, from here we can also choose the time range which can you tell me the date range of this date whatever happened between this date show us okay for example we have there’s an event coming up okay For example, we have Black Friday If you need to run a D for a client then we will do that The date range for Black Friday You can go inside and see what kind of people are there. Based on our product running the ad okay so better inspiration we can do this We can take another example, let us assume Whether we have our own brand or our own The client has a brand that sells glasses okay so now we have added a fee for him If we want to run a campaign then we need to take inspiration Ofcourse what kind of ad is this first one Make it so that there are few chances of getting the result There are more chances especially in the beginning when we If you are taking a start then ad creative And we face some difficulty in ad copy if so What we do is that first of all comparer We did our research and found out that our who is the comparator i have thought of a compat Its name is For Example Dew Sunglasses okay so we’ll see what happens to our friend competitor has dew sunglasses check his ads Let’s see what kind of aids they run we’re doing it okay so here below I will choose these OS sunglasses I will take it, okay they don’t have any ads running I think this is a good location We didn’t put it right here, United States we again over all aids go and search for dew sunglasses Your comparison 30 results will appear before us Now we will see and check their ads what kind of aids have they made and we will design some how ads in the same way We will write the copy like this, it is short or long What are the benefits according to the classes in it have they posted their links What are selling points and what are calls to action? given at at okay so if I I want to know about those 30 AIDS that he has Which aids are they probably using? The results are coming which are the best aids from which they are getting benefit then brand that this page and its about sunglasses will go exactly to the bottom, okay bottom If I go there we will find old ads here To see, see here that on October 2 This ad was run on This was run on October 22 So it means they are getting results from these ads That’s why they did not stop these two aids It is okay if these are not giving results So if these people stop this ad then this ad We will see the details later Then analyze the copy carefully here. We will check what is written in the copy What kind of offer is being run? Is there a call to action? It is given and we will see the creative Seeing this, he has given a touch to his lifestyle a male female with glasses He has shown Dline’s Shop Yours Today And a call to action button for Shop Now And he divided his design into two portions I have divided it into two images which are one Lifestyle factor is getting the show done The audience is creating a connection in their hearts is creating an interest and below Give me your glasses too We have put up two images that we have Variants mean a little multiple Colours are the factor of the products factor is given in limited edition and So this is how we do comp analysis You see other people’s AIDS and your own Ad campaign is your creative strategy let’s improvise a f ad The structure we saw had a The second important thing after creativity yes it is yours Anyone will try to grab attention Our message is that whatever we offer, we I will try to convey it very well So that people click on our ad perform at the top or whatever our goal is okay so its a little best Let’s see the practices, then we will do the next Our campaign is that he should go to the ads manager We will learn how to setup so here you People will see that I added four elements The first element is the headline We have seen that the eyes are coming down It is coming and it is a little prominent okay so the time has come to write a headline Basically the way is that you stay short. it should be within 4 to 5 words Your headline and you were to the point in it And try to use attractive elements Grab attention followed by headline If you want to do AB testing then that It’s also a good thing that you don’t know who C Headline is more effective if You have created two ads so try it That different headlines are used in both so you know which headline to read The result is coming from and then the keywords inside the headline so that a You guys can grab my attention and have an interest Can create something in the hearts of the audience Let’s look at examples that are normally used She goes in the headlines that she is buy now gotten Buy one get one free offer is going on or else buy now before the stock ends well an urgency is created or is free delivery ok unique Selling point is said to be free Is it delivery or delivery across All Pakistan or get yours now or its After that there might be some trendy headlines He is selling glasses for example I am running an ad for that so we You can write it like this: se hi to The Most Trendy Glasses Ever Okay or Then Simply The Most Trendy Glasses Ever or stand out in a crowd okay this You have shortlisted some attractive headline of this type You have to write the feature inside the headline as well Can you tell me if your product is ok for you? According to the example sun glasses we will write can that protects your eyes ok Any such feature or benefit is ok or This unique selling point is next Descriptions This is coming under our headline We also call this link description. And it shows up on certain placements. If the show doesn’t happen on some people then how do we know this You can write better in these Empower the value that whatever your The buyer of the product or service What value can google get for example We are selling an office chair for For example, we can write it like this: Maintenance is good or money back guarantee ok or hundreds of happy customers okay something like that or else we Anyone providing website design services so we say free six months Maintenance or free six month support Something like this we can do next g primary text primary text jo Big size of uli ad copy inside haif ad This is the element, in this you can add your The image or video you uploaded is creative it has happened to him, how do you explain it you advocate that through primary text is ok no talk at length here You can see the primary text here What could be the way to write it You can put social proof in it What is the proof that for example I am someone I am selling courses so this is how I I can write that Join the community of 100 Plus Happy Are students ok or simply 100 plus Happy students or we can write whether trusted by many is ok or trusted By business owners we can sell any service Stay for example social media marketing If the service is of the same type then we can write it like this that is trusted by small businesses around the Globe is fine or Hundreds of Happy small business owners okay this kind of We can write something which feels that one of our Social proof is what makes us credible Product or service owner is ok next We can post reviews on our primary Reviews or testimonials within tax One of our past clients gave us okay with double quotation marks we You can submit reviews of your primary tax After that you can put the agency factor inside there are for example that ji bye na before our Stock ends once again is it ok or join now before our seats get filled ok hai urgency so that a small audience can They felt that we needed to take action quickly I should perform it next is Jee Fear of missing out fear of missing out this would be That is how you make the audience feel about it It’s okay if you don’t take action whatever you want us to do I want to take the sale, get something downloaded whatever you want even if they don’t If they do that, they will miss something, okay? For example, we could write this That is, Act Now before the Offer Expires ok or else we can do this bye Now before the prices go up it’s okay The next thing is a call to action okay call to action yali which is the primary text ends and a call is sent to the fb We also set up action buttons which Like maybe we have done this in the awareness campaign I showed okay so two action which we at the end with the primary text being written So you have to be clear in that Direct call to action you have to give for emal click the button below or click on the link below is ok or call or message Now Click on the W Button 8 ok and you give only one call to action What you should do is not to message now or call now and visit our website at three four call two You did not give a call to action Just stick to one and call it two You have to keep the action short so that they The audience should know that they have seen the ad and now move on What to do right to speed up conversions Here are some tips for creating image and creatives: Let’s discuss best practices Number one is that you should use happy faces. Okay, in your image, you have happy people. It’s okay to show it, it’ll make a good impression It seems an interest develops Next is Include Life within the audience Style factor for example we are we made an ad for the classes, okay so its inside if we have our own who for example is someone This is our guy who wears our glasses if there is a vehicle behind him is there any middle one, his personality is good There is someone in a three piece, her dress is big well okay so this is the kind of life Style shorts which are a lifestyle factor what you put inside your body The result is a little bit better, okay Well, D becomes creative, next is G that show people using your product then your If you have a smart watch or some glasses or using whatever product it is you have to show it to people okay If you make something creative like this then it is good Next is to make a collage of your images. We can setup the ad by making a collage of Multiple images, keep two or four, this is it It happens that because interruption marketing that there is a type of okay so people can choose their journey Someone is going to change their timeline exploring watching a video okay in the meantime you can show your ad So their journey is a little it gets disturbed okay so now they have so much The audience has become accustomed to not being the focus What you do is try to grab their attention a little If it’s difficult then let’s ignore the ad we get the impression but If the result does not come then we have made a collage designed around your image We have kept a border so it is creative like this The eye stops upon the eye pauses and looks that people see that what is this friend They would have paid little attention to our ad last thing is the color contrast you have It is better to keep the color contrast inside the image is his readability if it is inside him If there is text then the readability of the text is very Its visibility should be very good All the elements you have should be good Put them inside the image they should be very visible Next, some tips according to the video Let’s see what we have to say in the short video Use 15 to 20 or more drops on the crop. Maximum 25 minutes of video duration it is 25 seconds Its result is between 15 to 25 A little better comes out bigger than you You can also make a video, just this one best practice is okay and then Introduce Product as Fast as Possible As soon as your ad starts first five seconds and very important inside them You have to grab the attention of the audience Otherwise they will not see your ad. They do their own journey Whatever they were doing on social media will go away So in the first five seconds you grab the tension You want to try to use any hook hook can be anything koi yard image you can use something unusual Please tell me some facts, okay, any questions Ask someone, please tell me his pain point Tell the audience their problems, okay? After that next thing is that you use music If you want to do it in a video then it would be better The thing is music is also a good work It does if your music is energetic He is engaging the audience a little bit Well, next is the one that captures attention Fastly we have already said that you Instantly captures the attention of the audience You have to do this at the start of the video itself and Within the vertically square format you have One good thing is to create an ad, user generated The content which is called UGC is like this Those aids which are UGC aids, their result is today k time bahut

achha hai as compare to Traditional Aids In Traditional Aids you What do you do to be aggressive in the market? you are doing your thing right And you suddenly realize that you are doing something are marketing to sell something want it’s okay when user generated content There is a little bit of storytelling in it Some content type sounds and feels it doesn’t seem at all like this is any The ad is aggressive to sell something If the market is being done then at today’s time The users are a bit annoyed with the D be honest okay so at this time if you Use user generated content for your ads If I perform better then What are the benefits of being in UGC? The authenticity factor comes in okay if for Example: You and I are selling some glasses. we want to run an ad so we will tell any user client who Our old client is that friend you are a Review Let us know if you made a purchase these glasses are ok you should solve your problem first Pretend you were working on the screen So you are feeling itching inside some eyes Thi at at so you blocked the blue rays from us I am going to purchase these glasses and now you are feeling very happy and you know your eyesight has been improved at setr to ugc d This creates an authenticity, a social Proof is created of our brand About the business that gives us results It helps you to achieve your goals and its Apart from this, interaction on UGC D and There is more engagement and we are UGC When we are making it, we try to make a lot of varieties we can create it okay we have a lot all stories can be told okay and UGC aids which is cost effective if If you have created and run UGC then The cost incurred on top will be less than a normal ad Well, you should have seen the examples of UGC. yes this is an ad you guys please watch it It has all the side effects unlike the pain killers eyes when to come home use this question to another me but now i wait for it amma ko I have very bad ankle pain like most of The Ama in the World in their ankles and knees she often has pain she prefers not to eat a lot of pain killer so i found our anus ostrich oil what do i take few Drops in my hand and massage it really really well in amma ankle it is pcssi r approve this d we saw this is basically UGC D in which she is telling a story that this was his mother’s issue and they found This oil is really helpful and a story Telling and a content type it looks like this It does not seem that any brand or business which Trying to sell your stuff when it seems like It is being said that a user who has a The story has been shared and there is another one below It is good that he has written this text I have used overlays, the sound is ok If we watch this ad even after switching it off then We understand what is going on It’s okay, the brand’s message reaches us so inside video aids we have You have to use text overlays when i watch the video above it’s ok His voice even went off on the timeline it occurs Ants should be with overlays and user should understand I came without the sound what are you talking about What is our offer, what do we want to do In the same way I opened another d of theirs Now look at this and after retirement I have I also get the opportunity to read B Pata and Namaaz Kumal is very worried about taking medicine from the children I am not very good at the market from side to side then my daughter Me I daydreamed of this Yes, this is also a similar format The ad created is a UGC ad in which he is It seems like I am telling a story It looks like someone made a video I am getting a feel like the content is there This is how we created UGC Let’s see the ad copy above in Urdu It is written that you get relief from trouble and pain Don’t get harassed again and call to action below It is given and along with it, social proof too it is said that we have so many Customers are satisfied then below The unique selling point given is that it has no No side effects and no features or benefits Let me say it is organic and natural support Below is another call to action: Whatever is on your list please tell us we will They will give you free consultation, this is their If the headline shop now button is given then By doing this we can set up a good UGC. well now we can see that What is remarketing or retargeting and what is the f pixel inside the f If yes, then let’s know a little about its details and Then go to your business manager We will set it up practically good remarketing or we call it Call it retargeting, what do we do in this that the audience or the people who already know us Know us already know our business okay we retarget them okay they get their ads shown to those who already Let us know, one is simple marketing or Targeting is fine, those who already know the job if we target them then that is If remarketing or retargeting is okay It is written that retargeting is to show ads to people who have already Visitable Interact With Your Meta Assets Like We People Custom Audiences for Retargeting and then on those custom audiences we Now let’s run our ad with retargeting efforts We can also do it through the website for For example, if I want my website to On top of all those people who commented on my home page I have seen it, okay, they just want to show my ad okay so this would be a retargeting effort Now how will F know that our website Who visited the home page above okay this is all the interaction that will happen sorry Meaning the linking that will be there between the website and Now you will have access to the details of your website. All the information will be sent, what will Pixel do? You can place this code on top of your website okay we’ll take it so pixels sit down Will keep tracking user’s activity What action do people take when they visit your website? This thing is important in performing advertisements Therefore it is important to have pixels present so that We have to understand the results of our AIDS We can analyze it better that it is good We have run D and it is showing converter How much is coming Is it coming less Is it coming more If we could get to know all that data Pixel takes all the data from the website and tells us One will show inside our ads manager this is the advantage of this second one is the advantage of this This is the full form of retargeting Using those people’s custom we You can create audiences and show them ads Whoever comes to our website and Performing activities for example We have a commerce store through which we For example, we sell smart watches When we played a D, the audience clicked. Those people came to us and visited our website went ok But we did not get that much convergence There hasn’t been as much convergence as more people visited the website If there were, it meant that there was a lot of traffic. is too much and the conveyance is very less then we If you retarget those people who have Website page visited Product I have seen it but did not buy it for any reason who knows it might be possible that he had started saying bye In the mean time he had some work to do did they forget it later or at that time I did not have the budget, could it be any reason is ok So they have an interest in us, they I saw the ad and clicked on it Go to the top of the product page and see our Checked out the product but did not buy it for any reason but interest If such people exist then when we retarget them If you create their custom audience then they will give us more benefit Now what is Conversion API that lets us Provides an API that you can use to track conversions Now you can track through API Both Pixel and Conversion API work They do the same thing but what is the difference between them that the f pixel is from the browser Tracks OK data from the browser It is taking it now just like the i14 update came So this facility has been given to the users in it. that they can turn off their tracking You can track their browser based activity If you can’t do it then advertisers will had the disadvantage that every conversion was by not showing you the pixels can especially in tier one country where People’s buying power is high i14 it lasts a lot okay just over there We track data through the Conversion API Track user activity That’s a good idea, how many people rely on the website How many page visits are there out of how many are purchases How many people clicked on I add to card button clicked atas atas lots of conversions Which will be converted through the Conversion API API which is this data directly from the server If it takes then in the meantime I mean when the browser It’s over, don’t take this data from the browser If it is taking directly from the server then Combining both Converter API and Pixel We would love to have a good converter tracking Now let’s see that [music] Go to facebooksignup.in and enter your data good recently So from here let’s move on to the next one Now there are two options here, do it Do it yourself and get guidance Now you have to click on yourself here I click on Pay Meta Pixel Only I am doing this because we use the conversion API We will setup it later on this pixel If you want meta pixels and color You have to collect the API and setup it, then you You can choose the first option by the way The second one will have a slightly smoother operation ok let’s go next here now There are two options if we for example choose Are you using WordPress or Are you using any other popular CMS? On the top of the website, we have the option of Check for Partner. Go to the top and follow the very easy steps The Pixel will setup itself quickly There is another, simpler way in which we You will setup the pixels manually what it will do is give us a small code We have placed it in the header section If you want to take the manual option then first we Let’s see, this is our G base code To copy the code we simply click on the code You have to do it and then go to your website So I am using WordPress in I opened its admin dashboard. So if you use WordPress If you use Shafi then use almost the same steps We must have gone inside our theme file and done this Paste the code inside the back The last option that comes under Appearance was Click inside the theme file editor These will pass us the code of their website When everything is open, then see that we have this I was saying that inside the head tag You have to paste this code in pixels The code is then tug at the PAP which is yours Inside that page you will find it here You have to find the theme header header dpp Click on top of this page now you are here I need to find where the head section is exactly this is our head section so here we people will do this paste the code ok After pasting, we went down and clicked update If it is correct, you have to click on the file This code will be placed on our website. Then come back to your Events Manager I have to go there and click on continue Nice turn on advanced matching over you Turn it on, from here whatever you want Need tracking for Majid customer If you need information then you can choose it Email in First Name Last Name Phone Number is gender date of birth very important then Let us do this and move ahead here now Event setup tool will come, we will cover it later Let’s see the Go to Pixel overview for now By doing this we will see here that our pixel whatever is set up and whatever activity It will come on our website, we will see it Now we will be able to make a good pixel How to verify that this is a pixel Our website has been successfully set up above and now here inside Events Manager Whatever activity we are doing What users are doing on our website are we can see one for that The extension is how will you guys go from here Click on the extensions and visit the web page You have to click on store here and here I have to go and search you have to go to the one with the extension and We have to see here that our extension has arrived Meta Pixel Helper will click on it So Meta Pixel Helper will tell us yes Meta pixel placed on this website of Zee It has a f pixel setup and that tracking It is a good pixel which is functional I can take some time also so you This thing you have to make sure is that firstly you I have set it up properly and the other We have to wait a bit so that some users After the activity comes to you what is down here will tell you that your Activities or events on the website Those are happening, Pixel told you about them Like the page views on this website are this The event happened, people came and viewed the page When we did that event we saw our pixels The second method of pixel setup is good Let us also see a very easy method Another thing is that you can use your WordPress Go inside Dashboard this pixel The setup method is for WordPress users. For this there is only one plugin through which we can You can set up your Pixel and name it hey pixel cat so i would go over to d new If we go to the plugin then we search here if you are a pixel cat then it will appear in front of you GK Pixel Cat Convert Pixel Manager So you have to install it If it is installed then this is that option right now not showing After installing you have installed it on the left side I want to see Pixel Cat below, it must have arrived You can hover over it and select Pixel CAD It has to go up as soon as you open it then it will give you a pop up that you Add a new pixel, from here you can add it Specify which pixel you are adding yes ofcourse it is You must have written the data set ID, you have simply all you have to do is copy it and paste it on your pixel cat You have to tell them that this is your pixel id is ok to exclude if something We can do specific pages as well that we don’t want the activity on these pages That is in the premium plan, you just save If you want to do it above then you have to enter any remaining code Add etc in this way inside your website If you don’t do this, the process will become very smooth very easily you just add your pixels You can do integration by telling your ID Our Pixel is setup now let’s talk How to connect to the Conversions API with your pixels and then the website okay this is the pixel one i chose Now you guys will go to its settings Go down a little bit inside the settings You will see the conversion API which is It is written Conversion API Send Events Set it up directly from your server To do this, click here Choose a Partner You have to choose this option, it is the easiest one There will be a method in which there are other methods Like it’s saying you will need a developer support for this process then you will get any code Or you will need a developer partner here You can do it easily through this in case you Are you using WordPress? Shef at Choose a Partner From here you can go to whichever CMS you choose They are using it on their website You have to choose if you are using WordPress. The e-commerce store is up and running fine If you are using those commerce then you have If you want to do commerce then it is simple WordPress and If commerce is not used then WordPress is used you have to do it and then what will this person do to you directions it will give what is the direction that Telling you about a plug-in Go to the WordPress dashboard and inside your WordPress site then go ahead All the steps are self-explanatory These are the steps, you can do them easily Your conversion API is set up one thing is going to be seen that there You will get the option of what you want to receive information such as email phone number country gender so that maximum It is better that you choose when Data from the Conversion API and from Pixel By matching the data, you will get the result It will show only one thing, meaning there is something like this in it thing cannot be that different from Converter API Result activity will be shown and tracked separately It will be shown and apart from pixels it will be a data will mix them together in a set and show it to you and Maximum you can track your convergence of user activity and then Creating the best custom audiences We can get them an ad shown, let’s talk now Are As discussed earlier about custom audiences We use pixels because we custom Create custom audiences for retargeting The audience is basically the people who give us the Get to know our business assets from Their interaction has happened and we are theirs we will set up an audience, okay Basically, we call it a custom audience. Who can we create Custom Audiences for? can be made of people who have Have you followed our f page or our Have you seen any ad or visited our website has been visited on a specific The page is visited at the top of the website The product page has been visited a lot we have all the options Find the section titled This is the Audience here You can setup custom audiences by going to Or directly to the ads manager You can also create a custom audience while creating an ad inside If possible we can directly contact ads manager let’s go and see what custom audiences are Where is the option and how can we do it If I can setup this I can quickly I create a campaign and this time we Traffic moves with traffic campaigns Now within the campaign, you can set the targeting as you like I know that if the ad is at set level then it is better than basic Let’s look at the settings here If you move to next page then the ad set level will be above We call it traffic land It has to be done on the website, it is ok and here Let’s go straight to our targeting Switch to original audience in section Check out the options here for Custom Audiences it is coming written ok and tell us here It is so that you can search whatever custom Audience, have you created a lookalike? If the audience is already created then you can choose it So that we can deliver your ad to those people only When we haven’t created a custom audience So we go to Create New and click F Let’s say we need to create a custom audience Let’s click on it and see now How many options do we have for custom To build an audience, we use our website We can also create custom audiences The assets of your f i.e. assets of meta which is so I have visited the page okay we are their you can create custom audiences so I did this The option has been chosen that whoever people are ours people who visited the facebook page We are telling you about the previous retention duration In the past one year, whoever has visited the page their custom audience Create it, then we will go to that custom audience We will use D, ok I will write the audience name that Mud Shoe Fuzz has a custom audience 365 days ok we are on create audience ok let’s go here include more people And there is also an option to exclude people if I I want a custom audience of all such people Those who visit my f page it has been done but those who followed It has happened, I will buy them, those people will be left behind will go to those who visited the page but if we didn’t follow their audios we would have made If yes then it will go to Exclude People and anyone who engages with your page means I visited here but no action If we took it, we would have kicked those people out who have taken action so that they can Those who visited should be saved, no action taken no, we will show them the ad so that they If you want to do some interaction with us then click on this option we’ll do this by placing it here Exclude fixed and Create Audience If we do it then our audience is customary The audience is I clicked on Create Audience. So in a few moments, our custom audience will be created. Now the look alike audience is also gone Now let’s talk about custom audiences We know that those who precede us you know we’ve created an audience set for them I’ve got it okay this is our custom audience Now what is a lookalike audience for a custom audience? It happens that we tell F that friend this is There are thousands of people who have liked our page I had visited and was looking for more people like these find and create an audience set of them okay Now how is this option helpful? Look, F knows which guy’s What are his trades and what are his hobbies? he knows everything what the interest is so Thousands of people for example like our page There are thousands of people following like him If our ad goes then it also goes to our f page Will you follow us or join our business? will be interested because they are similar okay with our custom audience so This way we can create similar audiences to our custom audiences people search for f they say it that you find and create an audience set of them and then we can run ads on top of that as well We then made this our targeting when we Targeting a Custom Audience If so, this would have been our retargeting campaign In this we have detailed targeting There is an option, they are not using it because We would have been targeting such people Those who showed interest but the result If you did not give it to us, we would have wanted It is okay to show our ad only to them see things that use pixels How do we create a custom audience? if possible then one thing is important that when also you create pixels it then you It is natural with the account you have have to link so that those who The transaction is one among them linking is possible and you are You can set up tracking properly and your You can see him again on campus and If you can optimize it, then we will take it from here Events Manager goes to data sources inside so what we made recently A pixel above it shows this activity now if your pageviews are at stake then From here we went into our Pixel’s settings Go to OK in Settings then click on Share option with an ad account see these pixels which we have created this for some ad not linked with the account okay so this Its role in advertising is still evolving If it doesn’t happen then we have shared it with this ad If you click on the account then it is our Pixel is above it add assets When you click, whichever ad account you want to add whoever you are using it with You have to link through which you can run your campaign you have to do this with him The link is ok, if you click on the add then it will The asset has been added to our pixel An ad account has been added, now let’s see how are we going to use this pixel in Creating Custom Audiences and Setting Them Up Our Campaign and Optimizing it Well From here we go to Events Manager Audiences are now using pixels There are two ways to make it: one is in the first We discussed which audience sections Let’s go and create an audience Or we have created our own Events Manager inside Events Manager Selected the pixel as well as the right side But you will see ‘Create’ written here But the third option is to create a custom audience now. I wish that with this pixel I could You can create a custom audience with this pixel. We have all the data from our website We choose website or ask for count which would have happened if we had not linked So these shows will not happen here, the option is okay we have also chosen the count yes now it is up to us saying that you are doing this again on the same page Let’s do it again Custom Audiences Let’s move on to the website and onto Next now. See this we can create custom audiences Source: above Using Pixel I have figured out that with this pixel Custom audience will be created now if we want The more traffic your website gets All the visitors are getting custom Create an audience and our retargeting Add that custom audience to the ad that is in the ad Target them and show them ads well the other option is the option that some All website visitors are sent to us as a Custom Audience We don’t need to create any specific web for them People who are visiting the pages we They need to create a custom audience for example People who are visiting our product pages create a custom audience for those who are Going to the top of the Services page we also have a case ok so for example we have There is a product page, above that first we Many people ran a campaign on that issue Clicked to go to the top of our product page But our sales have decreased, okay so now We want that as many people as we We went to the top of the product page and checked them again show an ad so that it gives us sales okay If they make the purchase then we will provide this option for You choose an example that people who visit you Specific web pages from the last 30 days within or within 60 days whatever you say ok from here inside the url I’m saying I am for example our this product The page has a word in its URL which is the product it comes right inside that URL the word product comes this word comes So we will choose it and keep as many as we want people visited this url ok Make their custom audience okay audience We will name it Modest Shoes Store the website with product page is ok or that People came into this on Create Audience If you go our The audience will become okay, now we are the second You can also check out the option which We can find the audience from here Zee audience section is the best way to grow your business Any number of audiences within a manager account Do we have to make it or have we already made it all We will find you here recently We created an audience for mod shoe shoes The page has no followers but the page of model shoes visitors within the past year Our audience is ready, we will advertise on it We can run the Create Audience app Let’s go to the custom audience we need to create If you see it again from the website, the same thing The scenario is that whatever our pixel is, F has selected that source now From here we make our custom can set it up and on top of that a One who can run retargeting ad Retargeting campaign is its utility The result is much better and on top of that The cost also seems to be less because those people They already know us, Have you visited our website or our page? If there is any interaction with there is a desire inside them to buy something From us so again when we do retargeting I showed him an ad with a good offer. If you want then they might convert and give us sale well now we see that the business How do we do domain verification inside the manager? You can verify a good domain in this way It is very important to do this in your business The domain of your website is it has to be verified so that the converter tracking is there it can be better and your It is good to build credibility of the business if so, what shall we do for it within business settings we We will look for brand safety and within it Domains section so here is the brand There is a section on Domus under Safety here Pay as much as you want with your Business Manager Any domain you want to add for example If you have a business, then there are four things in it Do you have clients or you have your own four If you are a business, then all those websites That means you should add the domain on this so that It should be verified that the website and the That is the domain of this business this business is related with him this business If it turns on then click on D here. We will create a new domain and here we will People give domain address You will give this dummy site that I have to this I’ll give it to you here now this is it here do not do anything that you would have prefixed You do not need to add that domain name Simply providing a domain name If it is there then let’s add it, there is no The issue is coming in a minute I saw this website, I have it This is a dummy site and all this is from the domain If it is still there then do not accept it If we remain, we will pick up the other domain ok let’s take it after adding this You will tell us that you are doing the same thing the way we did Pixel was integrated into a base code This is an HTML tag and we have copied it For your website’s header page with DPP paste this inside head section Give this to us, we will copy the tag We will do it and simply take it and paste it inside your head section then our The domain which is there will be verified. Second important work after verification What we have to do is that inside the pixel Whatever events are there on your website there are events we’ll set them up so that If we run our campaigns then we should It would be good if we get good data Which convoys are coming and which ones? Events Because of this campaign our Users are performing on top of the website Clicking on the D to Card button Clicking on the Contact Us button which page are you visiting ok That will give us a better idea of ​​how Our campaign is going well and fruitful so what we will do is that for events manager Let’s go inside Events Manager We opened the data sources and installed our pixel We have to choose whatever our pixel is Inside this we have now started setting up events. a good event basically would have been that our On top of the website let’s say this is my website is over it when someone Any potential client of ours comes The customer comes over the get a quote button if clicks then click on this button do this is called an event okay or Then he visits our services page If you are doing this then this is also an event then further he Click on Social Media Marketing this is also an event clicking Visiting all these events is so good for me. As an agency owner or website owner this get a above the quote button and the click event It is very important if I run a campaign I am thinking that I need to do my digital marketing If you get clients for your services then it is ok I would like to see how many people visited my home page and one of them How many people clicked on the geta code and then many actually told me Write all those messages and stay with me Contact us by clicking on send button If you clicked then this is how we can start our campaign We can see the effectiveness of this later. People who are good at retargeting had visited the home page but further to the gate They did not click on the code button Shows again, shows a good offer they have it so that they can convert us Accomplish our goal and give us the sale take the service ok or those who have This is the Request a Quote page visited but he didn’t send a written message Okay, so these are the events for this pixel that we’ve set up. If you have done this then show us in our campaign Everything will happen and we will retarget it again The audience, our decision is very we take it well Let us take another example that for For example this is another website above this right now Work is going on, this is the example that we assume that we are an e-commerce store Sell ​​a package of some services or some products They are selling some service packages So this purchase now button which if I If I wanted, I could put it on tracking hmm that’s ok dude The decision making phase that follows She helps out a lot in that, so she comes back Let’s go into our Events Manager and Let’s see how we handle these events You can track it right now above the tracking We have only one event running for page view When anyone visits our website Let us know who is on top of the website came this event should be tracked okay so this what we do inside the pixels Go to Settings and then Settings Inside here we have to find Event Setup Tool then Event Setup inside Event Setup There is a tool, click on it here now Website address We will give it a try, right now it’s open, let’s go with this and the pixels are also given on this website If it is made then open the website and do it above yes click well this is a very fun process This is a very fun tool, we didn’t code anything do not do any complex process Track the Buttons and Events Here We have options on any URL You can track that whenever any friend The specific page of our website should be visited So that event gets tracked, okay you can track it Track it or the user can click on any button If he clicks then you can track him Basically we’re telling the pixel that What do you want to focus on Obviously everything on our website Some things are not important for us It’s more important, like I said, There are too many gate codes on this website is important and then we have this the send button which is this send button it is very important like this The services page is the contract page This blog is so important Not for us when we’re running a campaign Are So from here on I assume that when Anyone can click on this Contact Us button If he does this then this event will get tracked, we will know Ok let’s go Pixel collects our data If you want to start doing it then click on the button I do the track new button now asking for f that this is the button you’re trying to track What kind of event will this mean for you? that when someone clicks on this button this event If he does then that converter is for you to purchase Is the lead to be captured or is it a do-over? What is it, I will give you the name of the event. Want to track contact us So I say this is the lead for me ok, we can also specify the value here that’s good when someone clicks this button So how valuable is this to us? we can assign any value to it Is this the value of $ for us or Rs of or of whatever is fine or without us Values ​​can also be used, ok next Let’s go to the scene of e-commerce where If we have a product then the The price of the product is our SA value You can consider it whenever any problem arises Apple is our product, above all It is written below buy now ok when Click on Buy Now and enter your payment details If it gives us, then it is Rs. 9 for us. He is a Kanwar, we assign him this value 39 We can do well with tracking an event I have put it, now if we have to do another one I say that you open the Contact Us page We are setting up events across the whole website here i say it that’s good this dummy site has contact inside it If the page doesn’t exist I would have posted something else I say that whenever someone clicks on whose Sir, I will tell you this in the terms of use above If someone clicks on it, that too gets tracked go on, who says it’s okay I can search anything to show you I am doing it for this and I will select it. If you confirm the not include value then The type of business you have Your website is the money for your event You have to choose the event type if your income If there is a store then you can track the Buy Now button Everything is ok, click on track to card button After that play the contact whichever All those things are important for you I want to do tracking and I want to set it up with the After doing all this, type the right event Let’s do one more and wait till later we can go for sale I can see in the campaign how this will be used I put the purchaser on GD Click on Include Value Finish Setup do Finish by clicking Yes to set up the Submit event Later we can also test the events The second option is for test event I click and see that our Check whether the events were set up correctly or not here We would have chosen the second option. we will open website If I click on it, you will see this At the same time, it shows that this The events are custom events that are happening Okay, now let’s move on to a sales campaign. If you run it then you will understand it very well It will come that these events that we have setup How do we focus our campaign on these? We can optimize it and what benefits can we get from it this will be beneficial in a good way quickly set up a sales campaign and see, this whole pixel thing The case and the events we tracked But how did this help us out? If you do it within a campaign then create it I’ll go and choose from here Sales Key Campaigns and Manual Sales Campaigns we’ll set it up okay let’s go ahead here and see as soon as I added set level When I opened it, it showed me two things One is performance goal and the other is The conversion event is now asking us to Friend, this campaign that you are running, this campaign What is the performance goal of the Do you need more conveyance or maximize value of convert so we chose by default What has happened is maximize the number of conversions We need more and more sales and in f we’re telling it through pixels that inside this pixel that we have Events are placed above the tracking you’ve set up From the most important events for us you tried them Hey you should try our campaign like this Optimize how those events perform okay so look here above it I click here to see what the mayor says The effectiveness of your ads now within pixels Those were the important events for us We’ve set up Pixel to know that what does he want to do what events does he want to attend I have to try to get it performed additionally Here we now talk about the events that are inside the pixel. we are setup we have made the purchase was the lead one, did the payment info one We can also tell F what we did Friend, this is our campaign, you should try it that these conversion events are performed Because of this campaign on our website People can click to go to the website and Events We will tell you about the events you have to get it performed like this I hovered over it to see what it said. that choose converse events associated with Your Meta Pixel Inside Your Meta Pixel In events you’ve set up If you choose any one of these then what will we do? Optimize and increase purchase conversions we need event okay so this is what we use Pixels and events we set up We then target them in our sales campaign You can optimise your campaign Similarly, if there is a lead campaign Ours is inside that which we have with lead The event will be set up and the pixel will be told It will happen that when someone clicks on this button it will lead us to If it is there then our campaign will be conducted accordingly it will be over and our result will be It will improve and when the campaign starts running if it happens then there would be analytics of D which The results will be shown in it, we will see that ok how many people performed that event How many purchases did you get? How many leads did you get? The one above the Contact Us button The event was performed So now let’s see what a sales campaign is can be set up properly and What is split testing in AIDS? and how is it helpful ok from here we can choose the objective we’ll take sales okay let’s assume that our The one example that we always carry with us I am going to a shoe store, okay that one For the campaign For its promotion we have done a We have to launch a campaign for our e-commerce store on which we wear shoes They are selling, they want to market it While choosing the sales objective we move forward Let’s go now there are two options here Let us also look at the option of A sales Campaign Puri Ko E Hum Jo Hai Na Go Through we will do it and inside this we will see again that What is split testing and its difference How to connect audiences and creatives We are doing tests and how From Things We Find With a Burning Budget Let’s get it out, this is the first option Advantage Plus Shopping would not have been available in this Taking inspiration from this campaign, he created this An option was given, what basically happens in it I will choose this and go ahead and continue we are People have some preset options Facebook will choose for our campaign Now here we will see the data set and campaign level it has done the same now let’s see Preset Settings [music] We got maximum sales of the can It is optimized for that, it is written by yes it is 18 and from 18 more this setting did it for us There is some sort of automatic type campaign It has a lot of preset options which are good we can change the name yes so we We will change it, okay, next category Because the meaning of e-commerce is simple and basic No need to enter any category Next, there are two options, conversion Which location is on your website? By sending traffic there you can get conversion Do I need to buy mobile or website You need conversion on the application too So you can choose the relevant option from here. Next you will choose your pixel whichever We will be using it for tracking And for which convert event within a pixel We are running this campaign which converter If we want an event then it will be fine for purchase is there anyone else if we have to do it then set it up We will go beyond convergence and do it will take Ok next let’s see audience location Well this is the Advantage Plus Shopping Campaign It has a traditional audience We will not find that targeting facility It’s ok because I will also try to bring this option It is giving you the audience location which you can choose She can do it sitting in the United States has it happened or something in some other region wherever you want to run your ad and you are You can also exclude locations but You cannot do this here on your add account Above the level means for the entire ad account You can do some settings for such and such locations This will exclude your ad account and some other This account is opened at a specific location can run it okay so here it’s saying That is inside the account settings you Check your audience location above it Click and see if there are any options there will give good here But there are two options in audience controls Businesses can only advertise in specific Lokesh and another one is My Business Advertise & Sell Goods and services are of particular relevance it’s not okay if you turn this on There will be some limitations, okay so move ahead Let’s go and see what the automatic campaign looks like what inside the is his After Daily Budget and the lifetime budget is the same as that Starting Date Ending Date Budget Scheduling all these things are the same here atrbeek what do I know we’ve talked about this about or else basically these attributes show okay which means seven days clicked They added 7 more days worth of ads on top of our ad. inside or viewed our ad and another Within a day he was ready to convert If there is a chance, it’s okay if you show the ad to such people The fab is saying I’m done for the first seven days I will see how the data will be in the first seven days The people of Jo Hai clicked and Vidan seven days he gave the conversion okay so Then the next one I am going to be like that I will try to target people If you read it carefully, it is absolutely saying the same thing okay so from here we People can also change it to look like this Target people that for one day Whatever is inside them should be converted Chances are that you will click one day inside or one day to view a inside the day okay so here what The default is set to One Day View and Seven day clicks means one day of viewing seven days of inside and clicking Those people should convert from within Optimize our ads for people and show them our ad and then do the same reporting will be ok too It is good in suggested ads what we were doing previously on the d level okay okay let’s go up to the d level here But let’s see if some things are different So the same thing is going on, I selected the page Next, go to Manual Upload inside D Setup now It is a sales campaign and along with it, there is an advantage If there is plus shopping then add it above the level We can also choose from the catalogue, friend We need to run a catalogue sales ad, ok? Well we have done a complete catalogue of videos maybe you guys will see it in the future or If you look at the back, you will see a catalogue ad We have a completely separate session on top of this It has happened, okay, so the next one is the same Single image Castle collection and then add media We will give headline and link description I will give it to you, everything else is the same, okay give the URL of the landing page and then Another thing is browser do one good browser what is the add on that our people Our ad reached people and they clicked it If you go to the website then there They should get the option to call us If it’s for the business or for us then it’s us You can go here and setup it fine okay now let’s go back and we have a Manual to Se Campaign Okay, we will create it which is already there in Facebook. If you had options then use them We chose manual sales campaigns The name of the page was given as the name of a campaign Along with this, Kapan TV and Conver event have been given Purchases for which we will optimize further Let’s go and if we have Advantage Campaign Budget This means we have to tell the budget at the campaign level We will tell you that this is our campaign budget going forward. You can set your budget on the D sets we will make. Divide the ads into zones as per your wish The set is giving good performance, you can see it Give more budget and what you are not doing If you give him less budget then I will be split right now Testing Joe I will run it in that same campaign so this one We will not use this option, we will Will you give the budget for the headset separately? If we want that we should not do manual testing then Find out which ad set performs well It is Facebook itself which is deciding on our beef So what will we do? Tell me the budget here. You will give it and Facebook will see in future which ads It is good to give more budget to the set Who is performing and who is not doing it right let’s move ahead to ad set level Above here case suggest our store Inside that we have to run an ad for Sneakers Okay now according to Sneakers Whenever the product comes in front of you, no one The first person a client comes to you is step is that you have fully invested in his business You have to understand whether you are a freelancer or not If you have your own business then your entire business You should have information about your product should be aware of, and then The next thing is that you need to realize your potential There should be an idea about the customer that Who is your potential customer for every product Not every person is a customer of something There are specific people who are its customers If there is, we can estimate the potential buyer Now let’s take an example of this sneaker can create two audiences, one being the people whose He is interested in sports, that’s fine Those other people can buy sneakers from us Those who are interested in gym, they do gym ok let’s go to the gym We set the audience and do split testing can you do anything above your desat level We will make two ad sets Now we don’t know what the result will be The audience will give us sports people a target If we do our ad for them then it will go from there Will the sales come or will we reach our target Sir, we will send the gym people away from there The result will come, okay, this is just practice Maybe we can cover both our interests with the same ad Target both categories within the set one can get performance from it but We cannot test whether something is good or not Our sports people are those who He is interested in our sports Are you purchasing the product or the gym okay so a little bit of budget we give us extra It will have to be installed because two sets will be made So obviously he will have to pay extra money This d set and the other one are slightly different it will cost more money but we have one thing You will find out that our product Which targeting is working well for you? From which audience are we getting results So once the thing is identified I already decided to take the chuck from here Who do we want to target then we will target Let’s name it what we’re testing Who are we keeping here there are 18 to 55 Gym People Who Work In The Gym interested ok To make you understand we are single interest Targeting singles in a set it will be a good test let’s go here right down to where we’ll find our audience suggestion now see here two options one again Advantage Plus audience has come from Advantage Plus was shopping and the other one is G Original audience option is also available in this It’s been a while since this original one The old traditional method was of targeting That is what used to happen, now the problem is that you Tell me some interest behavior some audience Tell us, we will first show them D and then Our AI system will decide for itself that If A shows D to someone then I say it’s okay There is advantage in this campaign, we have advantage Plus the audience that is there is choosing it right Now we tell you that you have the most First of all, the age group should be between 18 and 55 years You want to show your ad to people of Our gender and here we would have kept the bath if we are running a d in Pakistan So most likely if we keep the match then A little more means we can spend less money are ok Isn’t this sneaker a unisex product? Genders are fine within detail targeting Now we keep it, I will search and see Such people Those who are interested in gym are good Is nice gym s a Well, we do interest in such a way that Instead of gym, we are the target of fitness people We do this, we show our strength to those people who interest is fitness physical fitness is ok So it will be better than gym and on top of that You should go and change the name of this handset We are targeting people between the ages of 18 and 55 whose interest fitness is their target and below we Go and here we search for fitness This interest in this show is getting physical Fitness is an interest of its audience The size is quite good so we will choose this one would have done it okay now what do we do that the rest of the Things We have to set up whatever our budget is 5 dollar a dollar whichever way we choose have to take And we have to tell you about the conversion from here that Which conversion event do we need? Purchase event will be fine and our pixel is chosen from above We can change this whatever the revent We have to place the pixel and then the whole thing went haywire Now let’s see, we have to make another set. We are targeting fitness people in this Now we have to create a second headset inside the set. in which we will target such people Those who are interested in sports are good so I will do this one d set Duplicate Now there are two ways to duplicate One is Quickly Duplicate Quickly What happens with duplicates is that the same campaign Your ad set should be exactly duplicated inside will go and the second one will be a little more detailed I will ask you what exactly where If you want to duplicate it then we will use the second one Let’s choose it so you guys can see it I’m telling you to make a copy of this If you look at this set in the original campaign then Let’s see what it does It must be an exact copy of this dset If it becomes possible then first of all you have to do this work This is our original D set, this is its ad okay its a complete copy is made so this d set and add a copy inside it so this Its we will change its name We will do this now, we have to keep it, this is obviously Here we have to keep the setting as Sports Those who play sports are being targeted okay now it’s above the dd level It’s ok to go, first take up fitness By going here we have I got a good catalogue of this from somewhere Let us close it, I will upload the manual we fix our add on if we catalogue then obviously we will catalogue Whatever images we have inside Start showing as an ad here When we put an image in it or Whatever video we have then that video or we can use image name as add name I’ll keep it so I can remember what I did Ok, go to create ad and upload manually But I say we will use it Single image or video is fine and we add it inside the ad media are there any uploading the image and we will upload it This Well whatever crop etc. options are there and Let’s move forward doing this, our creative I have arrived yes now we have added copy headline link Set up the description and call to action button which is very easy thing to do Really good ad copy i.e. primary tax The F inside says that if you There are five different types of primary taxes or If you use ad copy then your ad is If it gets optimized then what will f do that ad which is there, shuffle the ad copy He will keep doing this show, someday he will show one If you ever show the user another one, then you You have to try to complete all the five put the primary tax which is there so that Mine is getting better, it’s four now if yes then put another one Then there are five primary tax options to be entered. After this, our campaign ad set is be completely optimised well its okay after this what do we do Start making other things and get this advantage plus creative is coming here edit by You can choose all optimization from here You have to do it and save it ok we will go next and make the headline ours I will give him my best c as if something also we say that the confidence is ok or else we’ll give you something else to stand out In the crowd or simply we can write that get yours now or shop now order now get now anything we see the headline Apart from that inside the headline we can Can you tell the benefits of a product? Can you tell me about your shoes or any of its features? okay now there’s five inside the headline as well We can show you the options so that whatever Try mixing and matching them and using them sometimes If one show is done then sometimes another show is done then multiple with the option to get the result from the hand There are more chances because there will be that one The headline will impress her, she will get a purse ad will do that if there is some other guy then he will get some And the headline can impress you ok so if you give multiple options if you are doing this then it’s good okay call to action Whatever is relevant to us in place of Learn More It will be made even if there is no shop or order here yes it’s ok don’t miss the shop Next, you have to give the same website address again We have done Display Link Display Link What we want to show to the user Okay, one of the websites is actual Which landing by clicking the address means The user lands at the top of the page and clicks here Does he see it in the display like I do? I should say it is a sad cop and here we are exactly will mention the product so that it gets a Let trust develop friend, whatever we talk about you’re doing this is the same okay so you’ve got your Put the relevant item from the website below Provide a good display URL and then The same browser is that if you add If people want to call you later, you can send them your number You can give and setup yours here at the top of the site or the T button which can do it Apart from instant experience, if you Want a mobile optimized short story? Develop a landing page from a website it is possible and we can make it or else You can land them on top of the fb event ok everything else is done now What is the plan we said we have to go back to another ad set by copying what we had created inside What will the sports guy do here now? that you will change your targeting of your ad If we want to change the creative then that or we will do the same creative both Now let’s look at split testing Whatever happens, it should be creative too could for For example we are on creative I want to test that friend we have two Made two ads and now we don’t know who is who The result will be good from S.D. what will we do We will keep the targeting same here as well for fitness We will target people between 18 and 55 here as well Inside this, we will use image number one. Inside we will use image number two four three four We will know the results after the day We will see which image is good for the campaign Which one gave us good results and which one gave us bad results So we will remove the ad set which is dirty We will stop it, it will give good result We’ll keep the ad set on okay now Here is where we tested on the audience The target here is for sports people Here fitness people get three After a day or four days we will go to our You will look at the pen to see which d set it is. When the result came, the result was from the sports people good came or from the fitness guys so whoever You will get good result, keep that ad set on Let it run and whatever gives bad result We will turn off the ad set, we will know we will make sure that this audience set is relevant to us No, it did not give a better result than this wala is good okay so sports one We went in and then restarted our settings Targeting has to be done, all regions have to be told I have to tell the demo, I have to tell the interest which Our interest is in sports so here I go now this See this is a copy of this so there is fitness in it I chose to do this, we have to stop it and in this what do we have to put sports okay so I would search in sports I am interested in sports so I took this take target OK So this was a very simple sales campaign In which we also made a testing effort Well learned that whenever you have to do testing Whether within a sales campaign Leading a traffic campaign If you are doing a generation campaign then have you ever Also by running the ad for one day or two days For him It’s good to not start checking back This set did not yield any results from this audience the result did not come or it This ad is our creative You did not give the result for at least three You have to open your door and see after four days that ok which result is coming which It is not coming and the one who is not coming is sent off and let the other one walk and when A few more days pass, like a week passes 10 days have passed and the scaling This is the case, what does scaling mean That you can increase the budget of your campaign If you give it then the result is good on the set You increase the budget of what is coming So that is called scaling that you can increase the Let’s invest money to get this done If good result is coming then its budget and let’s increase it so that it’s even better good result come So what a catalogue basically is is that a You can make a list of whatever you want You have products for your website Is it above or inside your business? Make a list of whatever product you have In which you also give the title of the product Explains that this is our product title its name, its price, its availability, if it exists or not then the catalog is basically a list a collection okay so when we one of your products using Once we create a catalogue, then we will You can run an ad for example Our business is one in which we have laptops We are selling laptops as well Key accessories are also being sold RAM Graphics Card As Much As You Want We have the products, we have listed them on our website We are listed above We ran an ad on all those products You can do all the products that are there Whatever is shown to the users will be ok Catalogs are basically for e-commerce businesses Apart from this, real estate is also or are there any hotels like this Businesses use catalogs and They benefit just like real estate If we take the example of If the business is of Rs. 1000 then whatever number of plots you can make a list of those that you have This is a 5 storey plot and this is a 10 storey plot This is its price, this is its availability At least that is an ad with all the details When the show happens in front of the users, then a great Variety of experience for your entire business Understand that yours will go in front of them once This advantage The second advantage is that the catalogue AIDS when we’re running When we are doing retargeting then That product from the catalogue ad can be purchased by that user which will take the user in front of Are you interested? Ok, let’s take an example. that we played an ad, there is a guy named Salman okay he went over to our website and He has a seven marla plot which is ours he took interest in her, okay he Saw that page, clicks on it etc. what time did we spend now on pixels I have put your website to PFX address It is known that Salman has taken interest in five Now we can create a catalogue for each marla plot We take our products from our plots and then run the catalogue add and after that What will fab do if you do retargeting inside that F knows that Salman took interest There was a plot of five acres in which there was a F ad He will take five marlas to Salman okay with the plot that means that one The five marla ad will go to Salman and The person who owns the seven mara plot I had taken interest in him and in front of him seven The one with marle will show the d because we have made a whole Just like for example here we have plots Take for example this one is five marla 7 marla or 10 marla or 15 marla The one who has bought the five marla I took interest, okay, this in front of him the one who has purchased the seven plots will be killed took interest in our website Going up we will go through retargeting campaigns If you open catalogue then it will show this ad A personalized ad campaign like this is our The person who is interested in our product He was interested in the same product in front of him will be taken away Inside Settings Inside Business Settings We will go and find commerce here manager is good if it becomes If you make a catalogue then what is there E-commerce catalogue travel is telling Catalogue of real estate inside the niche catalogue and auto catalogue so whichever is your You can choose the type of business you want and then It is good to make a catalogue, there are two options here Whether you have local product or online So if the scene is completely about e-commerce then online products we Now we will keep it for preparing the catalogue to put the product inside we have There are two ways if we have a website: It is built on WordPress and is a commerce shafai Above all, we are above big commerce Directly from our website Product I will pick them all up and put them in the catalogue Meaning you can suck them on your own website I will do it with my business manager And all the products on our website It will be up there automatically, If the catalogue is created here then the second method we will upload it manually in bulk the product inside or one by one then both This method is fine, whichever is feasible for you I think you will do it well, I will upload it I put the product into info here But we have to give the name of the product catalogue For example I say that I remained I am modest [music] Shoo catalogue is ok for this page we are making yes next thing is that our catalogue is ready Done now I see the view catalog that Is there any product inside it or not Obviously there is no product inside it Now only the catalogue has been prepared We went and put all our products inside it We have to add good assets inside will see that inside some sorry items We’ll see if we get anything Well we don’t have the product at the moment So here is the inventory page Nothing will be shown to us here first We want to add products, for that we

We will go to data sources and here now what also we have four ways whichever We will choose what is feasible for us I will add the products with manual I have chosen it apart from this through pixels also Patch all products from your website You can do it with partner program or You can also upload a spread sheet or put the product there with the sheets and You can also make products by uploading the file I can add it, I clicked on the manual did you go ahead now Now we can advertise our products here we will do it one by one okay here are the images First of all we have to add the image on top You could have made an ad for your product Like I say, this is our product okay we’ll save this now we’ve got this It is obviously okay to name the product If it has some name then I say For example comfy formal shoes ok now Description We have to give the description what happens is that just like on top of the drawer You must have seen the title of the product coming it happens the name is coming down again The description is coming like this amazonflex.in your brand with you what are the unique selling points or whatever You are proposing a value for all those things you have to write this basically If copywriting about your product is okay then You have to add all those things shows i made up of premium material I can write anything on premium leather Imported from Belgium anything you wrote You have to give whatever benefits your product has in a manner Next, you have to give the link of your website where this item is at the top of your website it’s kept okay so anything from here I can I will write about this product directly. If you want to provide the address of the product page then Here we give you the currency of your choice You have to do it within the price first that you your for stores in Pakistan We are sitting in India, where we While sitting, you choose the currency accordingly If you have to do it for a client he is sitting in canada so you If you want to choose Canadian Dollar then I am here I will give you PKR 2500 or 5000 ok let’s go ahead sale price sale price What happens is that when we make an offer on this We will run it, which means we are giving some percentage off It is on sale, if we buy these shoes So how much will it cost I am saying 3900 will this happen zee next after that f Product Category we have to choose In which category is this product falling if so These are directly available in clothing or shoes Let me see if it is there or not. Yes, these are for shoes. Inside we selected it I need to tell you the condition, is it new or refurbished is it used what is the availability after that I want to tell you that you have this product Is it available inside the business at this time or no ok status is active in active it’s ok After that you have to tell the brand which also it has its own brand so if you have your own brand You tell me mode shoe store or edge or whatever This is its brand and you should mention it Content ID If something inside your website I have used a system like this in which you giving some id to the product or to the content If you are giving the ID then is it relevant Arwaaz There is no special need for this optional The thing is the product image Product name His Website link and price is ok All things are optional, this product should be added After that we started adding new products This is how we add all the products and then click on Upload Items We’ll click on it to pop in. It will take some time, ok, then another one The important thing is the sets, when we If you have made your own product catalogue then accept it that inside our e-commerce store We have different product category We are also selling smartphones We are also selling laptops we are also selling accessories okay so we What will you do? You will make sets of products We will make a set, inside that we will make our HP Laptops will be kept inside the second set We’ll keep the Dell laptops for the third set We’ll keep a smartphone inside so that Our catalogue of products Let the sets become a little bit of our segment There may be some difference in the product So that then whenever we want to run an ad, if I I only want that which We have launched a campaign for HP laptops If we want to use it then we can choose that product set If we run this campaign then the entire catalogue he doesn’t have to select it, just We only sell HP laptops We will market this only through a set of Once we have made a catalogue then the next sp This will happen that we will keep that foo catalogue in our connect it with the pixels so that whoever If the traffic goes to our website Tracking can be done inside the pixel to know which pixel it is Which products are you interacting with? so later when we run catalogue ads Add relevant traffic which is relevant Show the right product to the right customer If ads can be shown then use Pixel to your How to connect with the catalog we’ll go straight to business settings inside and here inside Commerce Manager Open Commerce Manager and type your We will open the catalogue in which we have We have to do integration, recently we have done this I had made it, we will open it After doing this, see from here we add the product used to make sets from here or items or Inventory used to be shown or issue whichever If anyone comes inside our catalogue Here you will click on the events that will catalogue this catalogue of ours we have it here Created and installed on the back end website Who will track its events? What all things will it track so obviously it If we have a pixel, we have placed it here To connect for event tracking Here you have to go to Manage Connections and Here you will find all the pixels Whatever you do inside your business, If you have posted then whatever is relevant It is a pixel, you have to do it from here On ok, after turning it on you click on save If you do this, your Pixel will be connected with your catalogue then whatever it is Facebook will be able to track user activity on your catalogue and then there is a good one of ours Retargeting campaign will run through catalog so now what do we do that Let’s setup the catalog and see what’s good I went to Create Campaign and clicked Now let’s go and start a sales campaign so that inside it we can compile the catalogue We can see the catalogue sales ad campaigns If you try to set it up properly, Next let’s move on to manual sales campaigns Set up people now see that sales We chose this objective for the campaign if it is campaign level then ask us here

By Amjad Izhar
Contact: amjad.izhar@gmail.com
https://amjadizhar.blog

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This collection of documents serves as a comprehensive guide to digital marketing. It covers a range of topics, including search engine optimization (SEO), social media marketing, and paid advertising strategies. The material emphasizes practical application and offers guidance on crafting effective ad copy and designing successful campaigns. The importance of content marketing and understanding target audiences is stressed throughout. Additionally, the documents explore the integration of artificial intelligence (AI) in marketing and provide tips for local business promotion. Ultimately, these resources aim to equip individuals with the knowledge and skills needed to thrive in the dynamic field of digital marketing.

Digital Marketing and SEO Mastery: A Comprehensive Study Guide

Quiz

Answer the following questions in 2-3 sentences each.

1. What are two key advantages of digital marketing campaigns compared to traditional offline marketing methods?
2. How does digital marketing facilitate better targeting of audiences?
3. Explain the concept of measurable results in digital marketing and its importance.
4. Why is content quality so important for SEO?
5. What does keyword density refer to in SEO, and why is it important to monitor it?
6. How can you check for plagiarism in your website’s content, and why is it important to do so?
7. Explain the purpose of Google Search Console.
8. Describe two ways you can verify website ownership on Google Search Console.
9. What is local SEO, and what types of businesses benefit most from it?
10. What are programmatic marketing and display advertisements?

Quiz Answer Key

1. Digital marketing offers better targeting capabilities, ensuring ads reach the intended audience, and provides measurable results, allowing for data-driven optimization. Unlike offline methods, digital campaigns can be adjusted in real-time for better performance.
2. Digital marketing allows for precise targeting based on demographics, interests, and behaviors, making it possible to display ads only to the most relevant users. This contrasts with offline methods, where the audience reach is broader and less defined.
3. Measurable results in digital marketing provide concrete data on ad performance, such as views, clicks, and conversions, enabling marketers to assess the effectiveness of their campaigns. This data allows for continuous optimization and better strategic planning.
4. Content quality is crucial for SEO because search engines prioritize high-quality, informative content that satisfies user queries. High-quality content also tends to attract more backlinks and social shares, further boosting a website’s ranking.
5. Keyword density refers to the frequency with which a particular keyword appears within a given text. Monitoring keyword density is important to avoid keyword stuffing, which can harm SEO, while still ensuring the content is relevant to search queries.
6. You can check for plagiarism using online tools like Grammarly or Dupe Checker, which compare your content against other sources on the web. Ensuring content originality is important to avoid penalties from search engines and maintain credibility.
7. Google Search Console is a free web service by Google which allows webmasters to check indexing status and optimize visibility of their websites. It provides valuable insights into how Google crawls and indexes a website.
8. Two ways to verify website ownership on Google Search Console are by uploading an HTML file to the website’s root directory or by adding a meta tag to the website’s header section. These methods prove that you have control over the website’s files or code.
9. Local SEO is a strategy focused on optimizing a website’s visibility in local search results. Businesses that provide physical services or products within a specific geographic area, such as restaurants, salons, and local shops, benefit most from local SEO.
10. Programmatic marketing involves using automated technology to buy and place ads across various digital channels, while display advertisements are ads in the form of images or videos that appear on websites and apps, offering businesses a visual way to reach their target audience.

Essay Questions

1. Compare and contrast the advantages and disadvantages of digital marketing versus traditional offline marketing, providing specific examples to illustrate your points.
2. Discuss the importance of content quality and keyword optimization in SEO. What are the potential consequences of neglecting these aspects?
3. Explain the purpose of Google Search Console and outline the key steps involved in using the tool to improve a website’s SEO performance.
4. Analyze the elements of a successful local SEO strategy, including competition analysis. Provide examples of businesses that can benefit from local SEO and those that might not.
5. Discuss best practices for ad copywriting and design. Give examples of ads, describing what makes them effective or ineffective and how they could be improved.

Glossary of Key Terms

• Digital Marketing: The promotion of products or brands via electronic devices, leveraging various online channels to connect with potential customers.
• SEO (Search Engine Optimization): The practice of increasing the quantity and quality of traffic to your website through organic search engine results.
• Targeting: Selecting a specific audience based on demographics, interests, and behaviors to ensure ads are seen by those most likely to be interested.
• Measurable Results: Quantifiable data points, such as views, clicks, and conversions, that provide insights into the effectiveness of marketing campaigns.
• Content Quality: The value, relevance, and originality of the information presented on a website, crucial for attracting and retaining visitors.
• Keyword Density: The frequency with which a particular keyword appears within a given text, influencing search engine rankings.
• Plagiarism: The act of using someone else’s work or ideas without proper attribution, which can harm SEO and credibility.
• Google Search Console: A web service by Google that allows webmasters to monitor and maintain their site’s presence in Google Search results.
• Local SEO: A strategy focused on optimizing a website’s visibility in local search results, targeting customers within a specific geographic area.
• Programmatic Marketing: The automated buying and placement of digital advertising, using data and algorithms to target the right audience.
• Display Advertisements: Ads in the form of images or videos that appear on websites and apps, offering a visual way to reach a target audience.
• PPC (Pay-Per-Click): A marketing campaign where advertisers pay a fee each time one of their ads is clicked.
• CPC (Cost-Per-Click): The price an advertiser pays for each click on an ad in a PPC campaign.
• ROI (Return on Investment): A performance measure used to evaluate the efficiency of an investment.
• Lead: An individual or organization that has expressed interest in your product or service.
• Conversion Rate: The percentage of users who take a desired action, such as making a purchase or filling out a form.
• KPI (Key Performance Indicator): A measurable value that demonstrates how effectively a company is achieving key business objectives.
• CTR (Click Through Rate): The number of clicks that your ad receives divided by the number of times your ad is shown.
• LSI Keywords: Terms related to a primary keyword that provide context and help search engines understand content.
• Buyer Persona: A semi-fictional representation of your ideal customer based on research and data about your existing customers.
• Campaign Budget Optimization: A strategy for automatically allocating budgets across different ad sets within a campaign to achieve the best results.
• Ad Creative: The visual and textual elements of an advertisement designed to capture attention and convey a message.
• Frequency: The number of times a single user is exposed to an ad over a given period.

Digital Marketing and SEO Strategies: A Comprehensive Guide

Okay, here’s a detailed briefing document summarizing the key themes and ideas from the provided text excerpts.

Briefing Document: Analysis of Provided Marketing and SEO Sources

I. Digital Marketing vs. Traditional (Offline) Marketing

• Theme: The document strongly advocates for digital marketing over traditional methods like hoardings (“gettings”). It highlights the advantages of online campaigns in terms of targeting, reach, cost-effectiveness, and measurability.
• Key Ideas/Facts:
• Better Targeting: Digital marketing allows precise audience targeting (e.g., age, interests) that’s impossible with offline advertising. “Your target audience is 18 to 30 that this is your target audience now you for these only they are holding You want to show it but it doesn’t happen can it happen can it not happen… but this is what we do through paid ads.”
• Wider Reach: Online campaigns can reach a global audience, unlike geographically restricted traditional advertising. “Holding has been imposed only in that area and Only those people who come out from here and there Your holding will be visible which He who has not left the area will not be able to see it and To someone who doesn’t live in that area will never be seen again but the one who It is an AIDS campaign when you are sitting here in the USA in Canada in the UK to here”
• Cost-Effectiveness: Digital marketing offers trial and error for optimizing campaigns. “If you are doing digital marketing then You can do a lot of trial and error to me ok with that i am yours because wider If you have reach then you can reach more people in less money.” Promotes promoting across many cities digitally without physically posting many holdings.
• Measurable Results: Digital marketing provides detailed tracking of user behavior (e.g., views, clicks, time spent on pages), offering data for future strategy adjustments. “How many people have seen the hoardings you put up? I saw how many people looked at it… but when We do digital marketing, who came? What about those who stayed at our campus? I was interested how long he looked at this thing after how much time did he skip”
• Flexibility: Digital campaigns can be stopped or modified anytime, unlike pre-booked traditional advertising. “You have started a campaign, you have invested 1 lakh it has been done, you can stop it at any time yes you can stop it”

II. Website SEO Checklist: Content Quality and Keyword Optimization

• Theme: This section focuses on essential on-page SEO elements, particularly content quality (depth and originality) and keyword optimization (density and LSI keywords).
• Key Ideas/Facts:
• Content Quality: Content should be substantial (at least 500 words, ideally over 1000), detailed, and informative, including comprehensive FAQs. “The content should be of minimum words and You can say that the content depth is quite good There should be, especially if you have a blog.”
• Keyword Density: Keywords should be used naturally within the content. Avoid excessive repetition. A “perfect line” for keyword usage is to “Read the content again and again You are using the same keyword over and over again You yourself are getting irritated reading that content Time means the keyword density is high”
• LSI Keywords: Using semantically related (LSI) keywords improves content quality and avoids over-optimization. Instead of excessive repetition of “online SEO course,” use terms like “SEO Training,” “On-Page SEO Training,” or “Off-Page SEO Training.”
• Plagiarism Check: Content must be original. Use tools like Grammarly or Dupe Checker to ensure originality.
• There are several tools to use online “Grammarly is done, Quill Boat is done There are such platforms but this kind of There are tools but I want tools that can Use that url and check the playlist it is ok”

III. Google Search Console: Website Ownership and Data Analysis

• Theme: This section explains how to verify website ownership in Google Search Console and utilize the platform for data analysis and troubleshooting.
• Key Ideas/Facts:
• Ownership Verification: Verify ownership using methods like HTML file upload, HTML tag insertion (in the <head> section), or DNS record modification.
• Data Performance: Access data on website performance, including search queries, traffic sources, and device types.
• URL Inspection: Use the URL Inspection tool to check if a specific URL is indexed by Google.
• Sitemap Submission: Submit a sitemap to help Google crawl and index the website.
• Core Web Vitals: Monitor Core Web Vitals (LCP, FID, CLS) to assess user experience.
• There are security issues that come with your website. Issues to address in the case that your site is compromised.

IV. Local SEO: Targeting Local Customers

• Theme: This section discusses the importance of local SEO for businesses with physical locations or those serving specific geographic areas.
• Key Ideas/Facts:
• Competition Analysis: Identify local competitors by searching for relevant services/products in the target area. Tools include Google Search and listing sites like Just Dial.
• Listing on Local Directories: List your business on relevant local directories (e.g., Just Dial, Sulekha) with accurate NAP (Name, Address, Phone number) information.
• Google Business Profile (GBP): Claim and optimize your Google Business Profile. Ensure your business is in the right category. If there is an existing business listed, make a request to take ownership of it.
• Manage Reviews: Actively manage and respond to customer reviews.
• Content Marketing: Create location-specific content.

V. Paid Advertising: Platforms, Targeting, and Budget Management

• Theme: Provides an overview of various paid advertising platforms and strategies, emphasizing the importance of target audience identification, budget management, and creative ad development.
• Key Ideas/Facts:
• Platform Options: Discusses Google Ads (search, display, video), social media ads (Facebook/Meta, LinkedIn), and advertising within e-commerce platforms (e.g., Flipkart).
• Target Audience: Thorough audience research (demographics, interests, behavior) is crucial for effective campaigns.
• Return on Investment (ROI): Focus on maximizing ROI. Clients expect a significant return on their advertising investment.
• Budget Management: Avoid budget wastage through precise targeting and optimization.
• Creative Ad Development: Emphasizes the need for engaging ad copy, high-quality visuals, and video editing.
• Platform Policies: Adhere to the advertising policies of each platform.

VI. Meta Ads (Facebook/Instagram): Campaign Setup and Optimization

• Theme: Explains the fundamentals of Meta Ads Manager, campaign setup, targeting options, and budget optimization techniques.
• Key Ideas/Facts:
• Meta Business Suite: Use Meta Business Suite for centralized ad management.
• Campaign Objectives: Choose appropriate campaign objectives (e.g., brand awareness, leads, website traffic).
• Campaign Budget Optimization (CBO): Leverage CBO (now Advantage Campaign Budget) to automatically distribute budget across ad sets based on performance.
• Budget Minimums: There are minimum budget recommendations for different campaign types.
• Audience Targeting: Use detailed targeting options based on demographics, interests, and behaviors. Custom audiences from various sources can be created.
• Placement: Choose Advantage Plus Placement for automatic placement optimization or manual placement for control over where ads appear.

VII. LinkedIn Ads: Targeting Professionals

• Theme: This section focuses on LinkedIn as a platform for reaching professional audiences and its unique advertising features.
• Key Ideas/Facts:
• Target Audience: LinkedIn is ideal for B2B marketing, recruiting, and promoting services/products to professionals.
• Dynamic Ads: Use dynamic ads to personalize ads based on specific profile information (e.g., job title, company, skills, alumni status).
• Event Ads: Promote events and webinars.
• Audience Matching: Target specific skill sets or those who have completed certain courses.
• LinkedIn allows for contact list uploads. Can upload lists with email, first name, last name, mobile, and other data.
• Budgeting: There is no minimum budget, but recommend to target at least 300 members.
• Audience Selection: Use company lists, demographics, education, job experience, or interest based targeting to select your audience.

VIII. Best Practices for Ad Copywriting and Design

• Theme: Focuses on the elements of success in marketing and design.
• Key Ideas/Facts:
• **Understand Your Audience (Buyer Persona):**Create a detailed buyer persona, understanding the target audience’s demographics, interests, and pain points. Hubspot provides a free tool to create a buyer persona.
• Clear Messaging: Messages need to be clear and quickly understood (5 seconds for user to understand)
• Highlight Benefits (not just Features): Show that taking your course means getting a placement opportunity or getting free tools.
• Social Proof: User testimonials, testimonials from happy customers are good options. This can come in video or review format.
• AB testing: Do all testing that you can. Multiple images and ad copies. See what has the best response.
• Brand colors and fonts:** Ensure consistency, readability, and visibility
• Mobile-First Design: Ads and landing pages should be mobile-friendly.

IX. Key Performance Indicators (KPIs) in Digital Marketing

• Theme: Metrics that can be used to measure the performance of marketing campaigns.
• Key Ideas/Facts:
• Click-Through Rate (CTR): The percentage of people who see your ad and click on it.
• Conversion Rate: The percentage of users who complete a desired action (e.g., purchase, sign-up) after clicking on the ad.
• Cost Per Click (CPC): The amount you pay for each click on your ad.
• Cost Per Acquisition (CPA): The cost of acquiring a new customer.
• Return on Investment (ROI): The profit you make from your marketing investment.
• Return on Ad Spend (ROAS): The revenue you generate for every dollar you spend on advertising.

X. Content Marketing

• Theme: Content Marketing is an effective way to reach your target audience.
• Key Ideas/Facts:
• Content marketing involves creating valuable content for your target audience.
• Content marketing is ethical and correct.
• You need the information that will be of use for content. Use keyword research tools to find your content. Tools include saraj and answer the public.
• Plan for a 30 day calendar to help with content creation.
• Plan and schedule content. Do not plan last minute content. Tools for this scheduling include Kava.
• Tracking and engagement by being responsive to customer comments.

XI. Strategic Marketing

• Theme: The importance of strategic marketing as opposed to normal marketing.
• Key Ideas/Facts:
• In strategic marketing you understand your resources. Understanding your audience by understanding your resources.
• By designing a strategy and doing marketing is called strategic marketing.
• Data driven marketing is part of strategic marketing, you create marketing strategy on that data.
• As a markerter, you get data. Data is the driving force of information
• Strategic marketing is the better option.
• Saves cost, time, and efforts.

XII. Competitive Analysis

• Theme: Learn about your competitors in marketing.
• Key Ideas/Facts:
• Competitive analysis to open up what’s working and not open to you, such as business tactics of competitors.
• You can use computers as a source of inspiration.
• Not a negative word in the market.
• Several tools help with this such as similarweb.com
• The results for these tools may not always be accurate.

This briefing document provides a solid overview of the central ideas presented in the provided sources. It should be helpful for understanding the documents.

Digital Marketing and Website Optimization: Answering Common Questions

Digital Marketing and Website Optimization FAQs

1. What are the key advantages of digital marketing campaigns compared to offline marketing efforts?

Digital marketing offers better targeting, wider reach, cost-effectiveness, measurable results, and flexibility. Unlike offline marketing, digital campaigns allow for precise audience targeting based on demographics, interests, and behaviors, ensuring that ads are seen by the most relevant potential customers. Digital campaigns can reach a global audience, expanding brand exposure beyond geographical limitations. Trial and error is possible as you can make adjustments during the campaign. Digital marketing also provides detailed data on ad performance, including impressions, clicks, and conversions, enabling businesses to refine their strategies for optimal results.

2. How can I determine the quality of the content on my website from an SEO perspective?

Content quality, from an SEO perspective, is determined by several factors: word count, depth, keyword density, and originality. Aim for at least 500 words per page or blog post, and preferably over 1000. Ensure thorough coverage of the topic with detailed explanations, including FAQs. Maintain a keyword density of around 2% or less to avoid keyword stuffing, and use LSI (Latent Semantic Indexing) keywords to vary your language while remaining relevant. Always ensure that content is original by checking for plagiarism using online tools.

3. How do I verify my website ownership with Google Search Console, and why is it important?

Verifying your website ownership with Google Search Console is crucial for accessing valuable data and tools related to your site’s performance in Google Search. You can verify ownership through several methods: uploading an HTML file to your website’s root directory, adding an HTML tag to the header section of your site, or using DNS verification through your domain name provider. Once verified, you can submit sitemaps, track keyword rankings, identify crawl errors, and monitor core web vitals to improve your site’s SEO.

4. What is local SEO, and what steps are involved in promoting a local business online?

Local SEO focuses on increasing the online visibility of a business within a specific geographic area. The process includes: identifying local competitors, listing the business on relevant online directories (like Google Business Profile, Yelp, etc.) ensuring consistent NAP (Name, Address, Phone number) information across all listings, managing online reviews, optimizing the business website for local keywords, creating location-specific content, and actively engaging on local social media channels.

5. What are the different types of paid online advertising, and which is most suitable for my business?

Common types of paid online advertising include: search ads (text-based ads displayed in search engine results), display ads (banner ads on websites), video ads (ads in video format on platforms like YouTube), and social media ads (ads on platforms like Facebook and Instagram). The best choice depends on your business goals, target audience, and budget. Search ads are effective for targeting users actively searching for specific products or services. Display ads are ideal for brand awareness. Video ads can be engaging and informative. Social media ads are useful for reaching specific demographic groups and interests.

6. What are the key elements to consider when designing effective ad creatives for online campaigns?

Effective ad creatives require a clear message, a compelling call to action, high-quality images or videos, brand consistency, and mobile optimization. The message should be concise and easy to understand within seconds. The call to action should clearly instruct the viewer on what you want them to do (e.g., “Shop Now,” “Learn More,” “Contact Us”). Visuals should be eye-catching and relevant to the product or service. Maintain consistent branding elements like colors and fonts. Ensure that the ad looks good and functions properly on all devices, especially smartphones.

7. What are some key metrics to track in an ad campaign to measure performance and optimize for better results?

Key metrics to track include: Click-Through Rate (CTR, the percentage of people who see your ad and click on it), Conversion Rate (the percentage of people who complete a desired action after clicking on your ad, such as making a purchase), Cost Per Click (CPC, the amount you pay each time someone clicks on your ad), Cost Per Acquisition (CPA, the total cost of acquiring a new customer through your ad campaign), Return on Investment (ROI, the overall profitability of your ad campaign), and Return on Ad Spend (ROAS, the revenue generated for every dollar spent on advertising).

8. What are the core differences between Google Ads and Meta Ads (Facebook/Instagram), and when might I choose one over the other?

Google Ads primarily targets users based on search intent, displaying ads when they search for specific keywords. Meta Ads (Facebook/Instagram) targets users based on demographics, interests, and behaviors, displaying ads in their social media feeds. Google Ads is suitable for businesses targeting users actively looking for their products or services. Meta Ads is better for building brand awareness, reaching specific demographic groups, and engaging with potential customers based on their interests and behaviors.

Digital Marketing: Strategies, Optimization, and AI Integration

Digital marketing involves promoting products, services, or brands through online platforms, utilizing the internet and various digital channels. It encompasses a wide range of activities, including search engine optimization (SEO), search engine marketing (SEM), social media marketing, content marketing and email marketing. Digital marketing is also known as internet marketing in many countries.

Key aspects of digital marketing:

• Search Engine Optimization (SEO): SEO focuses on enhancing website content to rank higher in search engine results, increasing organic visibility. It involves optimizing websites and web pages to improve their ranking on search engines. On-page SEO includes optimizing the source code and content of the website, as well as fixing technical issues.
• Search Engine Marketing (SEM): SEM involves running paid ads on search engines to drive traffic to a website.
• Social Media Marketing: Social media marketing utilizes social media platforms to promote brands and grow businesses.
• Content Marketing: Content marketing involves creating and distributing valuable and informative content to attract and engage a target audience.
• Email Marketing: Email marketing involves sending marketing messages to a group of people via email.

Why Digital Marketing?

• Emergence: Digital marketing has become increasingly popular because it offers better targeting, wider reach, and cost-effectiveness compared to traditional marketing methods.
• Targeting: Digital marketing allows for precise targeting of specific audiences based on demographics, interests, and behaviors.
• Wider Reach: Digital marketing can reach a global audience, expanding the exposure of a business.
• Cost-Effectiveness: Digital marketing can be more cost-effective than traditional marketing, allowing businesses to reach more people with less money.
• Measurable Results: Digital marketing provides measurable results, allowing businesses to track the performance of their campaigns and make data-driven decisions.
• Flexibility: Digital marketing offers flexibility, allowing businesses to stop and resume campaigns at any time.
• Retargeting: Digital marketing enables retargeting, allowing businesses to target people who have already interacted with their brand.

AI in SEO AI can be implemented into SEO in many ways, including generating reports, building links, and writing content. Some tools include sc.com for report generation and link building tools.

Local SEO Local SEO is used to promote a business to customers within a specific local area. Local SEO involves optimizing a business’s online presence to attract local customers.

Search Engine Optimization: Strategies, AI Integration, and Tools

Search Engine Optimization (SEO) is a key component of digital marketing that focuses on enhancing website content to rank higher in search engine results, thereby increasing organic visibility. It is a long-term process that requires time and effort but offers long-term effects.

Key aspects of SEO:

• Organic Marketing: SEO is a form of organic marketing where there’s no need to pay for platform visibility.
• Visibility: Increasing the visibility of a website on search engines.
• Traffic: Increasing the quantity and quality of traffic to a website.
• Trust: Enhancing the trust factor of a business by ranking its website on top of search engine results.

On-Page SEO:

• Involves optimizing the source code and content of the website.
• Includes fixing technical issues on the website.
• Content quality is very important.
• Content should be original and unique.
• Keywords should be used naturally and not overused.
• Meta titles should be concise and descriptive.
• Meta descriptions should be engaging and informative.
• URLs should be optimized with relevant keywords.

AI in SEO:

• AI can help with website audits to identify flaws and areas for improvement.
• AI tools like Semrush can be used for website audits.
• AI can assist with keyword research.
• AI content generators can aid in writing content, but human expertise is still needed to improve it.
• AI can be used for link building.
• AI can generate reports to track SEO performance.

Tools for SEO:

• Semrush: Used for website audits and keyword research.
• AOD AI: Used for AI keyword research.
• Chat GPT: Used for keyword research.
• Website Audit: Used for website audits.
• sc.com: Used for report generation.
• Google Search Console: Used to track website performance.

Paid Marketing: Strategies, Platforms, and Metrics

Paid marketing, also known as paid advertising, involves using paid advertisements to promote products, services, or brands. It is a way to get new products or services to an audience quickly. It contrasts with organic marketing, which involves free marketing but takes time and effort. Paid marketing is used when quick, targeted results are needed.

Key aspects of paid marketing:

• Search Engine Marketing (SEM): Running paid ads on search engines like Google to get people to visit a site. For example, an ad for interior designers in Hyderabad displayed at the top of the search results.
• Social Media Marketing: Advertising on social media platforms such as Facebook, Instagram and LinkedIn.
• Display Advertising: Displaying ads on various websites. These ads appear on websites that users are surfing.
• Video Advertising: Running video ads on platforms like YouTube.
• Shopping Ads: Using shopping ads on e-commerce websites.
• App Marketing: Promoting apps.

Platforms for paid marketing:

• Google Ads: A popular platform for running paid ads on Google.
• Meta Ads Manager: A tool for managing ads on Facebook and Instagram.
• LinkedIn: A platform for running ads targeted toward professionals.

Key considerations for paid marketing:

• Target Audience: Identify the target audience to ensure ads are shown to the right people.
• Budget Management: Manage the budget effectively to avoid waste.
• Ad Copywriting: Create compelling ad copy that attracts the target audience.
• Creativity: Use creative designs and videos to make the ads stand out.
• Platform Policies: Follow the rules and regulations of each platform.
• Analyze Data: Track and analyze the data to improve ad performance.
• Return on Investment (ROI): Paid ads should generate a desirable return on investment.
• A/B testing: Conduct A/B testing to determine which ads perform the best.
• Landing Pages: Creating dedicated landing pages may improve ad performance.
• Keywords: Select appropriate keywords.

Metrics:

• Click-Through Rate (CTR): The percentage of people who click on an ad after seeing it.
• Conversion Rate: The percentage of people who become customers after clicking on an ad.
• Cost Per Click (CPC): The amount paid for each click on an ad.
• Cost Per Acquisition (CPA): The amount paid to acquire a new customer.
• Return on Investment (ROI): The profit earned for every dollar spent on marketing.
• Return on Ad Spend (ROAS): The revenue generated for every dollar spent on advertising.

Content Marketing: Strategies and Tools

Content marketing involves creating and distributing valuable and informative content to attract and engage a target audience. Instead of directly marketing a product, content marketing provides information to potential customers, building trust and establishing a brand as an authority. It is considered an ethical and effective marketing method because it gives value to the user.

Key aspects of content marketing:

• Goal: To inform people about a business, brand, or product without direct selling, by providing valuable content.
• Information: Providing valuable information to the audience.
• Analysis: It is important to analyze what kind of content people are looking for.
• Formats: Content can be in blog or video format.

Benefits of content marketing:

• High Lead Generation: Generates high-quality leads.
• High Sales: Helps in achieving high sales.
• Brand Building: Strengthens brand presence and recognition.
• Pull Marketing: Attracts audiences by providing valuable content, pulling them towards products.
• Website Traffic: Drives traffic to a website.
• Improved Ranking: Pages with blog content tend to rank higher, leading to increased traffic to commercial pages.

Content Planning and Strategy:

• Keyword Research: Use tools like Semrush and AnswerThePublic to identify popular keywords and phrases related to a business.
• Content Calendar: Create a content calendar to schedule and organize content.
• Trend Analysis: Identify current trends to align content with popular topics.
• Competitive Analysis: Analyze competitors’ content strategies to identify what works well.

Tools for Content Marketing:

• Semrush: For keyword research and competitive analysis.
• AnswerThePublic: To find phrases and questions people are searching for related to a keyword.
• Google Trends: To check current trends and popular topics.
• Social Blade: To analyze competitors’ social media strategies.
• ChatGPT: To create content plans.
• Canva: For content scheduling and graphic design.

Examples of Content Marketing:

• A blog providing design ideas, with internal links to commercial pages.
• Tutorials and free courses.

Social Media Marketing: Strategies, Optimization, and Tools

Social media marketing involves utilizing social media platforms to promote brands and grow businesses. Social media marketing can be paid, but can also be organic.

Key aspects of social media marketing:

• Platform Selection: Choosing the right social media platforms based on the target audience. Different platforms attract different demographics.
• Profile Optimization: Creating and optimizing profiles with business names, logos, and descriptions of services or products.
• Content Creation: Developing engaging and creative content that resonates with the audience.
• Trend Analysis: Monitoring trends and aligning content with popular topics to increase visibility.
• Competitive Analysis: Analyzing competitors’ strategies to identify what works well.
• Content Planning and Scheduling: Planning and scheduling content in advance to maintain a consistent presence.
• Engagement and Interaction: Engaging with the audience by responding to messages and comments.
• Data Tracking: Tracking data to understand audience preferences and improve content strategies.

Steps for Social Media Optimization:

1. Select Platforms: Determine which social media platforms are most relevant to the target audience.
2. Optimize Profiles: Ensure profiles are complete with business information and branding elements.
3. Check Trends: Stay updated on current trends to create timely and relevant content.
4. Analysis: Analyze competitors to inform content strategy.
5. Plan Content: Plan content in advance, deciding on frequency, format, and topics.
6. Schedule Content: Use content schedulers to automate posting.
7. Engage and Track: Engage with the audience and track data to refine strategies.

Tools for Social Media Marketing:

• Social Blade: Used for competitive analysis, providing insights into competitors’ social media strategies.
• ChatGPT: Used for generating content plans and ideas.
• Canva: Used for content scheduling and graphic design.
• Hoot Suite: Used for content scheduling.

A successful social media strategy relies on high-quality, creative content that resonates with the audience. By following these steps and utilizing the right tools, businesses can leverage social media to enhance their brand, engage with customers, and drive growth.

The Original Text

It is said that whenever you are in a field If you want to make a successful career then The most important step is a perfect Starting now let’s know about the rest of the fields no but if you are into digital marketing If you want to make a successful career then we We have brought a perfect one for you Introductory video is the most First, we will talk about digital marketing. What is digital marketing all about What are its components, how is the career How is the scope and why is it in demand today Along with that we will understand digital The different components of marketing such as that seo will talk about seo what is seo What happens, what factors are considered Let’s talk about on page SEO We will talk about on page SEO and that is all no, we will also talk about today’s time How important is the role of AI in SO? playing and how can you implement it AI in SEO and along with it You will learn performance in this one video Will you understand marketing or paid marketing How to do perfect ad copywriting many more things go and only Not only this, at the end of this video you You will learn how to make a perfect resume If I use AI then I will make all these things You will get this complete package in this one video and this video is perfect for them For all the people who are starting their career If you want to do digital marketing You want to become an expert and Practical Digital Marketing with us If you don’t want to learn then use W QTech Digital Marketing provides you Live training batches of which are available You will find industry professionals here There are live classes with recording of the same You will work together in real time on projects and case studies of the same Side by side quiz and text as well as Free domain name to practice Hosting and not only this Placement assistance is available View preparation so if you want to join if yes then in description box you will see the form You will get a link, fill that form And our team will contact you and you can call on these numbers so let’s watch the video now Let’s get started and learn digital marketing and in this dynamic field, we have made a name for ourselves Start building a successful career If you like the video then till the end Please give a like and comment Please tell us what other courses are available like this whatever videos you want we have for you Brought and similar updated courses don’t forget to end videos Subscribe WS Cube Tech [Appreciation] Marketing means any any product any service any thing Any person, any company, any brand Promoting that is in simple terms if If I say that’s marketing, okay Any service or product can be purchased as your Present your potential customers to your customers present yourself in front of them in such a way that our brother The best thing is that it is marketing Treat the person as if he is a celebrity If there is a politician, he has to take care of his audience Put it forward as if he is the right person he is very famous and he is very talented So this is also a kind of marketing, If you see celebrities etc then their There are also PR teams that tell them this what you should do is post So that their marketing is good Wrote big articles about them Even your government goes Of your country too, somewhere This is decided on the basis of marketing Which government is going to be formed? Brother, what a good write up about him! It has been read well, all these things when we do basically anything we promote it in a good way Positively his positive side is our target When we present it to the audience, we call it Marketing is a very simple language And the same thing happens when you use online platforms but you are doing all these things when you You are going digital by using the internet If you are doing it using platforms then That is what we call digital marketing or Internet marketing is called search engine. You can create your own websites using these engines. you are there and by using search engine you people Getting your business or website to ho toh that is digital marketing social By using media you can grow your business or are you promoting the brand that is Along with digital marketing, you can also Like running a paid campaign like You are sending video ads to Google’s You are delivering display ads You are spreading many more types of AIDS If you are doing this then that is digital marketing Doing SMS marketing? 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But you can do this in Ad Ads If you are doing digital marketing then You can do a lot of trial and error to me ok with that i am yours because wider If you have reach then you can reach more people in less money You are reaching this point today accept this thing to you Promote your brand across four cities If you want to do it then you have to go everywhere and hold If you have to invest then each one of them will be very It will cost more money but the same if you add You run a campaign that I should visit these four cities If you want to run it for people then it is his 10 But if it goes into cost then the point is here That better targeting is possible because of wider reach Because it is also a cost effective option and Every business wants to save money Because if money rings then profit will be more It is obvious that it will happen here along with that But you get measurable results today How many people have seen the hoardings you put up? I saw how many people looked at it, how many People noted down the number, how many people did you have? tried to call you from there We can’t know, no one can tell us So many people stopped to look at you No one can tell what is lying there but when We do digital marketing, who came? What about those who stayed at our campus? I was interested how long he looked at this thing after how much time did he skip If someone is visiting our website then Which page did you visit and how long did you stay on? came from the keyword okay all these things we we can track it so that in future we can When planning the next ad campaign So we have a data and data driven We can call it marketing, we have is determined to drive it when we marketing If you do this, you will save cost as well, better targeting If it will happen and your business will also grow then Because of measurable results, you will You get options that will help you choose a better strategy You can plan according to that only Flexibility is available today, assume both places I invested 1 lakh, today I got that money once I wonder if I should tell him or not Brother, leave it, we have no response You are coming, remove this and give us our money back Give it to him, he will not give it even if he moves away from there He will give the holding but will not return the money It will be fine for you because that deal is booked But in digital media you have You have started a campaign, you have invested 1 lakh it has been done, you can stop it at any time yes you can stop it and then resume it again If you can, then because of this it is flexible You get the options, you don’t get the dcom I understand the second one, you make it, you keep it going that’s brother people who visited our website Only those people who are our subscribers can come For that we can run add i.e. can do retargeting or else the people who have already made purchase from us or who People have already become our customers also we can go and target it so You also get the option of retargeting on digital platforms it’s available in marketing okay and this All regions and many more which you see through in this particular video You will also see many such reasons because of which digital marketing Traditional marketing is emerging today is leaving behind and a number of businesses There is a crucial need in today’s time Any company I would say this for sure I can’t claim this from so many people in between that in today’s time anybody If the business wants to grow then yes only It is not that there is only one city Wants to grow in a very small area if he wants to grow world wide Multiple cities want to grow nationally Grow your business in multiple countries If you want to spread it then do it without digital This is not possible in marketing Everybody has understood it, okay, and I hope by the end of this video you will also I hope you have understood the thing by now You Digital Marketing is a convincing very important and interesting From the concept whose name is SO i.e. Search Engine Optimization as we have already told you It was discussed that digital marketing you can divide it into two parts one is Your organic marketing second one is your Paid marketing and organic marketing When we talk about the inside which we find someone There is no need to pay for the platform Rather we improve our own content By working on your own content like by working on our website and we can improve it so that the search Rank automatically on the engine more Whenever there is talk of increasing visibility If we talk about organic marketing then SEO is one of them Now this SEO comes at number one. One is a search engine made up of two words and second is optimization ok this Before understanding this, first understand the definition of SO first let’s go once If you want to find a shop, you have to search for it brother in Delhi Are there any house cleaning services inside or not or you have to go inside mumbai If you need a website development company then anyone You need a business, service, or product happens where do you go like a furniture shop in bangalore ok when somebody google2 ads, right? Did you run a paid campaign? ran a paid dus and your business here it is starting to show but I say that I don’t need to spend anything I need some money Now you don’t have to spend on paid campaigns What will you do in that case, our SEO comes So it is because of SEO that your websites they have If it is visible on google3 then it is on the first page All our businesses are visible A user has the highest chance of clicking on There will be more today you tell yourself like there is also a second page or you can just read a little And if you scroll down, top 20, top 30 There are results here as well, meaning lakhs The results are millions of websites but do you go to all of them and click on them you won’t do it what would you do if you were a You are a normal person, you searched for yourself You should choose these top furniture shops in Bangalore You will pick your result from the results only so that’s why what we want is if this is my If it is business then I want to be on top here And to see you on top We need SO i.e. search engine Now search engines are the key to optimization Under optimisation, we optimize our website Save your web pages like this Optimize to optimize what does it mean to make it better And making it better, this way we can optimize it so that the search engines But you can rank better in search, okay There should be more visibility on the engine organic way it’s okay and this is what it is We are doing SEO and through which our search The visibility of the engine is increasing because of this The traffic that is coming to your website from Its quantity increases, meaning more Traffic comes and with it your The quality of traffic also increases How does it increase that today if a person google3 It is not some other person who is coming, but yours The target audience is coming so you think about it What would be better then search engine optimization It is a little long term process i.e. It takes a little time and a little more effort It seems but this is a free technique Along with this, it will give you long term it gives effects and the biggest thing is if you SO are you doing this, your website is coming on top Every business is related to your keywords Only the trust factor of the user increases your trust it goes that yes friend this person is It is absolutely legit and it is a perfect business because g is showing it on top okay So these things are possible because of SO Correct hey let’s start now on page so on About the page SO as we already understand These are all the things that we Let’s do it on top of our website Source code of the website related to the content What tags will go in it related to that in addition to that on our website There are technical issues that need to be fixed We include it on page itself like I have already told many people who are on Consider on-page and technical SEO separately You may consider it differently Whether you keep the same, it doesn’t make any difference People who are two parts of our SEO It is said that one is on page one is off page many People tell three parts on page technical end of page so it doesn’t matter if you How many parts do you know or how many parts what you read makes a difference How good are the results you are giving then here Which I am explaining to you in full on SO page Technical assistance is also included in it So whatever things we do practically I will do it and tell you as much as I can things can happen so here I am right now What I am going to share with you is on page This is a very good checklist Your every type of website almost every type It will be applied on the website and I will I am not saying that I will bring the checklist with me to you I am sharing something other than that There cannot be any add on page, there can be many Things also depend from website to website Let’s say I have a website There is some issue in it, some technical problem or if there is some content related issue then it may be Maybe some more things can be added to it But here’s the checklist that I’m going to share with you. I am sharing that checklist with one of us Very good in general websites works from and whether your e-commerce whether it is a website or a blog You have a coded website no matter what your CMS is These things work on all based websites so now what is this checklist for this Let’s take a little look at them one by one If you want to understand then look at this checklist now here’s the first thing on this checklist The thing that people ignore the most and that is look at the content quality google2 There is no update means it is off at 90 In the updates but this section here Bye [music] Suppose you got it ranked on Google2 if there was no google3 Be Content google2 to 1000 means at least 500 more If it is more than 1000 then it is even better The content should be of minimum words and You can say that the content depth is quite good There should be, especially if you have a blog If there is a website then there is even a business website Even if it is there your FQs are also in great detail There should be a lot of detail about you Content explaining the services should be at the same time It says a lot more about the content is like the keyword density of your Keywords are how many times they are repeated Like we will take an example so for Example, this is our web page, now this web page This page is optimized for online SEO This rank is also good for the course if you have been Means it is performing good now obviously The thing is this page that we optimized This is what we have called online SEO course or online SEO course in India is a keyword but now There should not be more than 2 per se According to me it shouldn’t be too much I will tell you the perfect line Read the content again and again You are using the same keyword over and over again You yourself are getting irritated reading that content Time means the keyword density is high There is a manual method, if you need this from someone If you want to use the tool then there are various Keyword Density Checker You Will Go google2 small asu tool you can use any of these you can use whatever it is, okay so like this We open the first one for free This is a tool, it is fine for now and captcha When we check the performance after verifying it Whatever our keywords are, how much Keyword density is and like that we If it tells you this, you can see it Our keywords inside are like this It has come to the standard version of 6.2. time has been used total 143 times but I I recommend those one word phrases that you ignore them and come straight away go to two word phrases ok two word in Fregoso you come here so here But our keywords are like SEO course Now SEO course is one of our main keywords But if you check its keyword density If you do it then it is only 0.78 i.e. full It has been used 18 times in the content and Even after being used 18 times in the content Why is our keyword density so low? Because our content is very detailed It is written so when you go into great detail If you write content, then you should also read this The advantage is that you can apply multiple times You can use keywords and your keyword If the density does not increase then this is one way you can check keyword density okay like i this is the page so I will make a report of it I am preparing you so that you can be with me Learn how we perform it ok so let me create google2 here But this I will demonstrate this to you on the whole site I will tell you but the things which are page wise I’m telling you like this is one of our If there is a page, then first of all we have to search for its keyword I checked the density, okay so I’ll do it like this I am applying here since so good little pretty much whenever you’re doing SEO no matter what You are doing something related to the internet, right? So you should know some basic things As So as I write here one is keyword density okay so keyword density So our keyword density is absolutely fine ok if some error comes then we I will fix it, it is obvious that I will fix it The point is that you need help from a content writer or if you know the content then In that case you have to make sure that a Instead of using the same keyword over and over again, you You can use its LSI keywords i.e. You can use similar keywords could be like let’s say we have a keyword online seo course then instead you can do seo Training or On Page SEO Training of Page SEO Training Keywords like these are You can use this to do online SEO If your course keyword density does not increase Right now my keyword density is okay so I I am marking this green ok We will keep checking it as well I’m marking it green next thing that now it is ours that that is pleasing yes It’s obvious nobody likes it copywb copy it from any place and paste your content That is why whenever we Let’s analyze and check that the content if its correct or not then we will give you keyword we pledge If you do check me out then please There are also many other checkers which you can find online Grammarly is done, Quill Boat is done There are such platforms but this kind of There are tools but I want tools that can Use that url and check the playlist it is ok So here, like I take this tool I am getting a small SO tool, you should also take this tool You can or this is a tool called Dupe Checker You can use both of these Because this is the platform that provides URL will take yours and extract the content from the url these please will check it okay so I I’ll put the URL here or if you If you are using Grammarly etc. then you You must copy the content and post it here So let’s put the URL in here and Now let’s deposit this check pledge here. You can see it here pledge jam what is it has started to happen it’s up to you This will tell you how much percent your content is PleasureDiva There is so much content in today’s time There is so much content on the internet But it is available in such a situation if you do it yourself Human returns are 100% even if you write content Achieving unique content is very important Difficult but if you are more than 50 Do you keep your content unique, that is, mine Content is what I mean by let’s say one page above Content is if it comes unique here at 50 If it is then it is well and good, there is no problem okay try it around 60 Or our content should be more than 50 unique 30 40 but if our PleasureDiva Well let me tell you that here yes please if it is not that much then give this also I am marking it green here. next whatever our thing is it will be AI content is now a days worth of checking AI content It is also very important that whenever we create a website If you have created it and put content on it then AI generator content anyway there is a website that is content scale it You can use the website, this is the website cantaloupe it is a very good website But what do you have to do for that? It will not fetch from the URL but will give you You will need to copy and paste the content Here I am giving some part portion which is I am taking the content here just to tell you This is a free tool without any login required You can also use this, I am from here I will take the major chunks of my content I will take it, okay, I have taken the content now. I will check for AI content now you can see can you guess what this content is passed edge Human this tool is telling that these are mostly Meaning there are high chances that this content this is your human return content now The portion you see here is red This tool is saying that this particular part is more like to be robotic then you can do this A little bit of it is Nana so you give it a little bit You can do normal things like let’s say search Engine optimization is a vital part of Digital marketing is saying that this writing a little bit of e generator so then you You can paraphrase it a bit like Search Engine Optimization is Essential or important part of digital marketing which brought a little bit of human touch, I just I am giving you some advice like let me tell you just a seconds okay you see okay so now You will see that when I change it a little bit When I did it, look, it came a little in yellow. and you paraphrase it a little bit, etc. so this and the AI ​​content will be removed from here okay so if you download the full content right now I have half checked the content of this page If you put a little bit of it in, you will You will find out that there is not much of this AI content It seems a little bit of human return is happening okay so I will pass this here as well I will give you some other things besides this there are some that you can try like you you have a grammar checker right, can you see that your The meanings in the content are spellings is the grammar correct or it is not because This content also somehow takes us to a lower level If the hand provides it then it is not us okay let’s talk about the next thing that this is our page above it We need to add some important tags okay so now why should we use tags Because as I have given the example here But we took this AU course in India It is written here, you can see it here This page is getting ranked by me but this page You can see here how it is ranked My site name comes first. w cube tech next my url is it’s been here and here’s what you’ll see These two things are being written, one is this Highlighted This is Advanced Online SEO Course in India with Certificate we call it Let’s say our meta title is this one here It has come, we have informed the search engine about it We have provided this to the search engines that When this page of ours ranks on search engines If you do this then this title will appear and this one When I saw the description, I noticed this thing has provided and we are providing this thing to our Do keyword research and then we write okay so now to write this So here I will tell you some rules hmm okay the first thing is your meta The title is the length of the meta title You have to keep it 580 pixels pixels what happens that every letter is some letters are big and some are small If yes, then whatever screen area it covers based on that they are pixelated If numbers are given then just like this 580 pixels inside should be your title and The description is yours 90 920 pixels can now be slightly less than 920 pixels It means 850 to 920, you can try from 920 If your description is more then The problem here will be that your There is a description, it will be cut from here Meaning when you see this in full search engine result It will appear on the page as you see here It is being cut like this so it will be tight That is why we need 580 pixels and The description has to be written in 920 pixels Along with that, our important Keywords are your title description I should come along with it it should be You can add the uniqueness of your pitch to it. Have to do like Registered for Free Enroll now like that so things like this when you add If you do this then when you see the search engine result page When your page comes, whatever you have is enough. You will see a good result here right now here is this title and To write the description I am taking the With the help of Chat GPT you can write it yourself also You can but before four GPTs I am a I am using a website called to the Why is the web now using this in its website? because on this website you can see the pixels You can check this website here If you go there then there is an option for page title If you write anything here, you will get this It will tell you how many pixels it is. You have to keep it open, now here we will go like I am opening chat gpt I’m here and we’ll put a keyword here. I’m having a prom here yes you can take the same form your Right meta can be modified accordingly Title for my web page using following Keywords So now the keywords you have researched The keywords you have extracted during the time of You can give that here like I am giving the keyword okay so these are the keywords I gave you we have given it here and now we have Now you will be asked to check the results here But look at the title it gave us I have written its description here I am copying, now see why I am copying I am doing this because I need to check here Now you have to do this, here is your website name. We replace its your website with W Cutic Let’s put it in and then see if you You will see here that we have pixels They are becoming too much, let us reduce it a bit You can do online courses like these India, I would remove this portion I like that asu online course in india with certificate and meaning here we felt diya w cube tech so it looked like this I will give you this online course in India with certificate by wcube tech ok So this is how we wrote it Have you written your title here? Now remember Keep this in mind whenever you write a title it should be It should be very clear and simple to understand I should know what is in our page Content is the same thing when you write for a blog Even if you are there your proper title is here It should be visible that whatever you say in your blog The content should be explaining it It should not be the case that the keyword In this process we may forget the main content Now I can check the description here Now I am going to modify it a little more. you can tell me to do it just like you tell it You can do that for example like first I did this I’ll copy it and then let you know I took the description so the description Also look, there is someone of good length No problem now what is here I am happy with it I am giving some more commands like add discount is ok so here i said that is add discount up to 50 on these Description meaning in description Put discount up to 50 now it is here Now look at the description he has written It has added discount up to % which is here done and if you need to give any command You can make changes here as per your requirement yes i am not like this use this promote no chat gpt ki very high meaning unlimited this is the potential in itself so you You can promote it according to your own accord and Can you make it a little more unique? can you make human returns like this make it sounds more human return okay so this And it will give you a better result So you can see a little bit more here. He has improvised so this is how we You can do good by giving it different commands. The results are there which you can get right now This is my title and description I will copy paste it here I took the title and this description came So you can see this in the title and The description came like this now this This is the title and description of our page You will find it inside the header section of You can see here in this header section There is a code attached here like this which your developer will install for you or Then if you have a CMS based website then You can install it there through plugins. In which you can do AIO SEO or Rank Map or Then this is what you are doing, use these plugins you can do the rest inside wordpress if your If it is a coded website then this is how our A sheet is prepared which we submit to the developer and all the tags it has applies it to every page so whoever We have a page with this title description will go now same thing we will give url whatever we do with our web page We optimize the URL as well. because event l is this is the address of Now look at your web page and enter the full URL. I can’t do anything here I can optimize only this Slug this is what we call it slug or Perma link so we optimize it you can and here we make sure That in whatever keyword research we have done from which our primary keyword is that is Your most important keyword is the one that will help you I think I should rank this page for this keyword If you want to get it done then it should be on first preference If the keyword comes here then its URL is This also becomes your change, so if you If you want to write a new URL then you can do this in this way You can write it, meaning there will be change by writing here It will not be possible to change what you have If needed, we need help for this too The developer’s URL is ours By optimizing and changing our web page okay so now the url is like If there is optimization then URL for this Optimization I am making changes here New URL: Now just pay attention to this thing You have to keep that your URL has a lot of He doesn’t even have to do length and for this You can remove the preposition like I did prepositions removed in at of some such words If he is in your government then you can remove him Have to keep it a little short and very exactly like this You have to keep the pressure that is in your page Content is our exact keyword is coming in the URL so that our Improves URL readability and search performance The engine understands better that After all what is our page about so this is This is how we optimize our URL can do Today AI means Artificial Intelligence AI in almost every field in 2018 Digital marketing is being used So in today’s video we will talk about are going to do that in digital marketing And especially in SEO, how are you AI i.e. Artificial Intelligence which tools There are so many ways you can use them there are many such places, many There is a scope where AI is your can help now here’s one thing She is going to think that if AI does all the work If he is doing this then what is our value in such a situation i.e. if I am an SEO I am an expert if I am an SEO specialist I am an executive in SEO or SEO If I am a manager then is my value as a If humans are going to be extinct, then see that it is not like this Many people say that AI will help us It will replace it but if you think logically Let’s know how to use AI and are google’s Needed i.e. need an SO expert then your value will never end Wali hai AI is there to help you AI who he is there to help you with your work Convenience to make it a little easier AI to save you time creating So how can you make your job a little easier? You can make it, you can save time in SO Using AI, we will now understand what AI is Where can this be used in SO? See, let’s start from the beginning The first thing you should do is audit your website. for that is to check whether your What are the flaws in your website? How can you improve the content of You can add SO points to your website how can you make them even better We have to learn AI from the years we have been in SO You are using it today, no matter which Talk about the topic, even if it’s keyword research Let me talk about content research I can do everything with the tools we already have are using it even if i talk about amj should I suggest you AI is being used somewhere inside Now the first thing that we talked about here is For website audit, we have our own AI You can now use Website Audit The best site in me is that is semer Okay, you can go to Semra and try it out. You can try the available version or you By purchasing its premium version And here you get a lot of options. Out of which website ord is a very crucible There is an option along with this website You can also visit this s optimiser here and by typing your url here and your technical problems with the website or Whatever issues are related to SEO, you can solve them You can audit, you just need to add your URL You have to do this and after adding the URL, click this Anything about your website Whatever information is there in your website there are flags or anywhere on your website your website is lagging or wherever You fix what needs improvement If you can then see this here it is generated This tool has been rated first, it went and crawled our website and told us Whatever our issues were here, they were here I have told you that you can see the same here Also inside keyword research we use AI for this There are a lot of tools you can use The tools you are using right now Keywords As for research it has been completed, u suggest HRES is done, all of them have also got their share There is AI inside it, it has been updated That is, if it is installed in it then Use AI in the ventures you are researching It is happening but if you need a different Need a separate tool for AI keywords This is a tool for research, AOD AI You can use AI for many things in this You can use keyword research among these Here is a short description for you ok you have to put short description If you enter this, then this will be the keyword which you will research He will do it by finding good keywords It will give yes but their volume competition You will have to check so that which one do you get Use keywords inside your website You can understand that now as I have said here A little something related to your website Description is taken and generated I clicked on the keywords and I saw Here is how it extracts keywords But I have made a small description I have written a post related to my website that This is my website and I am grateful for it If you need keywords then let’s see how If you extract keywords then do keyword research for that u can suggest some hres for that together You have to learn practically with us and Not Just Keyword Research Complete SEO If If you want to learn with us Link to a form in the description box You can fill the form given below You can avail our two days free demo How to use our Live Practical Badges You can also use Chat GPT for keyword research. you can use it here I am a very A simple promotion is being designed for you hmm you can also use as it is or promote are by customizing according to your needs or You can also use Chat GPT as per your convenience. so now let’s say this is one of my The page for the full stack developer course is here we are talking okay so what am I here I am giving a small description here I am copying it from ok chat on gpt I’m going to go and paste this description I did it here and now I’m here I am putting up a promotion so I have put a big It is just a simple thing, just put a command here that first I put the description and I have told you to use the description to Understand about my page and generate some Long Tail Commercial A Transactional Keywords ok by pressing this I have put here If you press enter then you can see it here chat gpt there are many things for me which are Long Tail Commercial & Transactions It will remove the keywords and you will see it here Maybe some of these keywords appear here Now if you want to reduce their length a little then you you can give it the command again or if Which of these do you think you will like? If you have to choose someone then you should choose definitely. You can, but keep in mind their volume and You must check the competition, rest of it Besides what I told you I would suggest you some more HRF keywordtool.io Let me tell you in advance that AI content Works as an aid in writing That is, it works like a help Assistencia If I shared my expertise with him If I have done it then I can make it better with AI i.e. i can put my own words I am in a better way if someone assumes that I If you have shared any thought of yours then please share it with others I can show better there Yes, AI can be used for these things But if you say exactly one thing, right? Raw You just have to do marketing and you will get thousands of rupees There are millions of articles to be written on a topic So there are various AI tools today which you can use such as these There’s a new tool that I just recently I have used it as if it was a tool Well there are a lot of tools out there, all of them are fine I can’t talk in this video but this is a tool that is used to You can use this by using content which you can generate different for platforms so here I am This is the tool after I logged in I have a chat like this here in GPT If it happens, the chat option will come up I am writing here Write an Article on ok scope of full stack web development in india thik hai and promote WS Cube Tex Full Stake to Developer online okay so here I have this like We normally write the chart on GBT Exactly the way we have written it, so you You can see a title here. But it has been generated now look here that They haven’t done anything like this here either added tags take the first step Towards Becoming a Proficient Fruit Stake Developer by Inrolling W Captain Now Here when I assume the content is like I am doing marketing by link building So here I am, whatever I have is mine I can put an external link i.e. the Inrolling etc on top of the website There is information related to this course I can post a link to it here or on the web I can post a link to the form, see here But also it is used like this many times been done now here’s a thing again I am telling you again on my website As professional and expert as possible You must use only return content Yes If you need a lot of money for link building etc. Link building etc. in large amount You have to do it, you will benefit a lot from it You are not going to get it but you can do it like this You can use these things but in your website You have to post very high quality content Now, whether you write it with AI or not Get it written by an expert or a mix of both Do it with the AI ​​that is inside SO Can also be used for link building There are several tools that you can Provides link building opportunities That means they will not build that link for you. but they will tell you that Where is the scope where you can link you can build okay so like this There is a tool called pb.com it will give you a link The building which provides services Apart from that, this is also a tool that is Sorry but that’s the thing about these tools that all these are paid tools and they are quite It can be expensive so in that case I I am going to tell you a little hack that u You have to go to suggest and here I am I am not talking about any paid version Simply we are logging in here now After logging in, click on the left button here. On the hand side you will see the option of back links If you go to then by overviewing the back links you will you get the option, okay so here you can the website of the competitor or its If you enter the URL then that competition will Where are the backlinks and how many backlinks have you created? You will get to know them like for Example: Assume a W S Cube Tech Yours Its not a competitive site but your Compton If you want to get a website then I have bought this website I searched here and it appeared here You can see that a lot of you You will find the websites here But this particular URL or page The link which is there is so out of these By opening the sites, their domain is After checking the authority etc. you can click on the link here You can see the building, it is a small This is a hack that you can try otherwise if You are ready to pay so many links You will find building tools that can be used quickly With that we will be able to build links for you The next thing we need is AI in SO you can use it and that is my favorite that is report generation now you know that When we do SEO for any client if yes then pay them monthly or once in 15 days or We have to report to them once in three months. have to send what is in their website If there is progress then prepare those reports Mention keyword rankings etc. We can use tools to do this which are AI generator tools such as One such website is sc.com, here you will find If you enter the URL of your website, it will A report is ready for you here he will do it but again here also he is the same There is a little limitation for this that Mostly I mean the better versions of these all those are trees here like add project i am doing here ok here we give the name like here But our URL will come by copy pasting I am entering and simply I logged in So far I have done anything and no one You have not done any activity by sending your email which you have to verify first now here you You can see what this analysis does for you. Look, there are many options available for Crolim You will find related reports here You will get an overview of issue related content Related Page Speed ​​Links Images Up Time How are you with your service as well? These people are performing all these This report will be generated and you will find it here you will get it, you can download it and You can share it as per your wish too make the changes and if you have any If there is any report of your performance then You can send it to him by putting it in chat GPT. You can also do this to your client if You want to send someone a message that your website How is Chat GPT performing? But you can also get a summary of the report Well, there are a lot of such things In which you can do SO using AI But all these things will help you in a better way You will understand this only when you understand all these things If you do it practically then our SEO There are live batches on various topics Even when we talk about AI, that thing How can you do this practically with the help of AI? If we can understand all these things then If you want to join our SEO live Practical batch in description box You will get a link to a form, fill it out And attend our two days free demo So that’s it in this video, thank you so much If you want to become an expert and Practical Digital Marketing with us If you want to learn then W Cube Tech is the best choice for you Provides digital marketing Live training batches that you take You will find industry professionals here There are live classes with recording of the same You will work together in real time on projects and case studies of the same side by side quiz and text as well Free domain name to practice with Hosting and not only this Get Placement Assistant in Form of Resume building as well as interviews Preparation if you want to join So in the description box you will see the form You will get the link, fill out that form and Our team will contact you and you can call on these Numbers Now that we have SO on our website if we have taken it then now it is our turn We track the results and examine them And if you analyze them then your in SO Use your website to track results to track the performance of now what is a web master Every search engine has a web master Web master means a tool which that the data of your website on that search engine It is useful to see that any search today Whether the engine is Where am I getting any issue, how can I update my website Which keywords are visible on my web Pages are showing on which day I got that search How much traffic is the engine getting? We can see things through that web master Now every search engine has a different web address If there is a master then There is google3 but right now we will talk about is his googleupdate.exe li So whatever your property is here If someone is busy then he/she will come on start now As soon as I click it will look like this If any of my properties is already attached So in this way I will get the tab if someone also its not my property first time I If I click on google3 then it will look like this You will see a window, ok then login From whichever mail id I sent the order It has been done by default, this will remain but You can also change your mail ID The interface will look something like this: these two options Yes, it will look like this if you have already Property Someone has added the property Meaning, the website has been added and you have no I want to add another property i.e. second If you want to add a website then you can do this here The section is visible on the left, click on it will play the ad property here now Basically what it is saying is that whoever Property or any website you add You want to do this thing, you are its owner How will you prove it? To prove this thing We have two ways, first is domain name By using which we have DNS We will have to do the verification from wherever You have got your hosting etc. from there But you will have to apply this second Option URL prefix means you can directly put your url and use it By doing this you can verify your property Now you can do any of these use the method but your point is The goal is that we verify our website are doing need to add If you have provided google3 then this will be directly available to you The property will be visible but if it is not there then In this way, you will have to verify the ownership. Now when we have entered the URL it will tell us There are five ways in which you can retain your ownership to verify the ownership means that I am saying that I I am the owner of this website I am the right owner so I want to give this website google-my If you click on this tab then this look you can download it from here ATML file and you can use it in your website Go to the file manager of your website you can go there and upload it okay first The second option is HTML tag What is in HTML tag that it gives you a A simple one line tag is being received for this You can copy this line and post it on your website You need to paste this in the header section of the okay this is a meta tag this is for your What to do in the head section of the website Remember to paste it, now just assume that If I am using a WordPress website then I go to the theme file editor and there I go to I can upload it to you or if you have one is there any plugin in which you can add tags like HF CM i.e. header footer code Manager you can install coded website from it You can give it to your developer in Or else it is a very simple tag You can see this line in the head of your website you will go to the section and put the things if you You have to learn practically with us that this Our website is how to setup it go or this is your website it is for me If you want to demonstrate it practically then For this you will have to join our Live SEO Batch for which two days free demo Classes you can take Description You will find a link to a form in the box. Fill out the form and call us along with this, our it will be verified or what we have just said I talked about DNS and you felt that too You can, but this is the easiest way Because of HTML tags, a single line There is a tag and we put it on our website Now after doing this, when you verify You will click on it after applying the meaning After applying you will come back to this tap If you click on verify then if that tag is correct It seems that you are really the owner of this website So it won’t come here like this Ownership verified will go green here It will come and if you click OK then you will see this sort of like a dashboard for your website which is it will start to look like this but because I just did this I did not put it, which means I did not tag it I have installed it now, that’s why it is my ownership It has not been verified yes if I assume I am the owner of a website and I need someone to You have to give access, for example, let’s say your client He already has a website By putting it you can get yourself access to whatever is there Or you can give access to someone else Now when I have access to any website It will come to me in a way that The website is like this to me Remember it will be visible even if it is google.com At the same time, if your website It can track only when there is sufficient traffic If you assume your website is completely It’s new, no one is going right now On your website, you need some specific data you won’t see it ok so now understand here let’s take what you get here different The options are given here whether it is related to crawl or to me Summary of all the traffic that has come you will find it here okay the second one which is ours The data is here, it is about performance Data performance of my website Remember how the performance has been The data we see here is the data It may have come from some other search engine If you want to check everything then google2 and only from google2 so this section is mine It is useful for you here you can do multiple date You can check it wisely from the web Data from Images Data from Videos Data News data from this every kind of data that you have You can see it from here as well as here Queries on Queries means which keyword Which of your pages is ranking above that? Here you will see your pages Which ones are ranking from which pages? How much traffic are you getting which Which devices are the traffic coming from? Traffic is coming from Search Appearance Are you doing any different show or not? How much traffic are you getting on which date You are getting this data in such detail You can find this data here You can also export a report from inside okay after that here next There is an option for URL inspection if your The website has a specific URL You can inspect it here. Can you tell me that the URL is I did google2 and clicked enter and saw this Like if I put the url then say here It is saying that the URL is not on he is still The site has a bit of a sand box effect keeps google-maps-react Look here, it is written like this Interview Question D Now whatever site you have visited put a map like let’s say I have cy map dot If ML is applied then I will write SIMD and I will submit okay submit when we If you do it here then there are as many pages From that it will fetch all these pages In addition to what we have taken here For example, let’s say you have a product sitemap. If it is installed then whatever is its name, it is the name of the file No, you have to write that here and whatever This is its extension, put that and submit this this is how you have to do it, once you have done it Later your site map will be here Your website can be accessed by reading google2 maps a crawl will do the next thing is removal if

Suppose there is a page don’t derank it because of that page You can get many such pages removed. Google’s Yes Core Web Wattles means your LCP F ID IP CLS how all this Which page on your website has how much You are affecting the user How is your experience with all these things Here Samra is available but Remember, you will get this data only when A considerate traffic to your website It will be 100, 200, 300, 400 as long as the traffic This data will not appear on your website until then you won’t see it okay other than that corve Itel also has a separate section here How is it on mobile How is it on desktop From here you can see the same thing if seen by They have different solutions for the same There are also security issues, i.e. If you have a website, consider putting an Assume that some security wise issue has come up Has your website been hacked or what? So has any of your encryption ever been hacked? anything like that then you will find it here looks ok apart from that Here the settings come, inside which If you are not a verified owner then you can click here You can verify any person from can give permission [music] Your website has changed, something new If it is on domain then you can post it here yes ok same with robot.txt you You can check whether it is valid or not. you can see the crawl status, how much it is Your website has been crawled, how much? Basically you can see your crawl budget etc. ho which page is taking more time The page is getting more crawled and likes That’s it, when there’s more data here If it happens then this topic would be quite interesting goes and when we give the client what we when you send your report We get the data from here definitely From this we were able to tell that Within an area or more than one city inside i.e. in a local area if you Do you want to take your business to your The area you want to promote your business to the people of that local area About your business online If information reaches us then we do everything for it Local SEO or Local Business Promotion is now Local SEO when we do it or local business When we do promotion then inside it What all things are included in all this Things we will discuss in this video Hello let’s start the video again Everyone I am Harmeet and I welcome you all on Lay Qutec you can learn youtube4 then watch this video today in we’re going to see an overview of all of these Now look at things, sometimes it happens that There is a business which is online which is good Online business is performing well his is coming fine and his online Presence is also quite good but sometimes You must have seen something like this locally whichever area or that city or that the city or the people of that place who love that business Or if you don’t know that company then many times This happens, so if you have someone like this Business is where you provide any physical service They also give information like suppose there is a shop Someone became a photographer or salon services or any thing that you can physically shop for Or you can get it by going to the office services or products then such businesses Local promotion is necessary for many All businesses also do their business online We promote it in different cities in different countries but they refer to that area also target then in such case both One of the things we want is international SEO Whether it is national SEO or local This is how it happened, all three things can go together there is no contradiction in this ok so the first thing you do is You will do your You have your competition Competition You have to find out that in that city Who are the people in that area who Providing the same services or products Now why should I say what you are giving me because first of all we are their Let’s analyze the strategy After all where did he do his listing or where did they get more Where is the traffic coming from or where is the business coming from if we get to know about it then now the computers It is very easy to find local businesses This is a simple way, you can tell your clients Ask whoever’s business you are promoting yes you should ask him what he thinks Who is your main competitor? If a client asks you to I can’t tell, in most of the cases The client will tell you that these are my tops are competitors because if he If he has started then before that he has done analysis You might have done it, but if you assume that you don’t If I could tell you, then we would have simply We will do it and whatever service or whatever product Our client is selling it in that area If we search then whoever gets us the top Those who are seeing the results are the people whose Already online presence is very good locally like for example if any salon Let us take an example of service like I simply typed the keyword here. kia that is salo services in bhopal thik hai now when I typed it here You can see that the first website is DIAL’S I HAVE DIALED A LISTING SITES Besides that there are some other things available online The services it provides us are this we don’t want to see you can come here You can see this here, these places which is the option google-my top business which are providing online services and about a diameter of the space you are in The one that is closest and the best inside They are going to provide you services nearby I will show you but right now I am doing a rough analysis So, that’s why I’m telling you this ok besides that you can also look here Ho these are the top ones coming in The Just Die Well mostly the tops that come on Jas Dial those are trees okay so here I am I’m looking a little organic here now I’m going to tell you a trick okay By this trick you can see that whoever Is it your competition or the biggest cello Is it a service providing company or business? Which he did his marketing inside Bhopal Where has this presence been created If we want to see each other then what should I do? Like let’s say for example a this first I will analyze the second one. I am here that is beauty on duty okay So now I’m just going to say what its name is I’m typing here okay a beauty on duty in bhopal ok only i am this I’m typing and pressing enter, then you You can see two of them here, maybe If there are branches then both are coming here Now here you have to see that this business Where has it listed itself? It has happened and this way you will get the top Listing sites that are good for your business If they will help you in promotion then like now Suppose this is our business, I have If you type then see first judge dial comes He is also running his business on Judge Dial Registering and listing is completely free Yes, that is a different matter. I will call you later. will bother you by saying that you will cut our tree Get subscription etc. that’s yours I will do it later but the point is just die one option is done [music] Have to login simply with mail id and This will happen, after that it will be something like this There are sites that provide wedding services. If you provide it with you then you yourself are there you can list it you can see it Some other social media platforms are available here Sulekha look he is coming here so here You can do that yourself, i.e. make a list If you can, you can see a lot here Look at all these Indian Biju are like this If you scroll down a bit If you go here you will find many such You will find sites where you can create your own You can list your business for free, right? Okay, so this is one way to do listing sites. Now these are the listing sites to find If you get this, then after that you can List your business on particular sites Listing your plans means Mostly we talk about business information hain np means name address and place on the sites we put on those sites we Let’s list it, it’s a very easy process It is simply a guide for you for your business About it its tag line its description You have to enter all this, if you want details If you want to learn with us then read the description You will get the complete course in the box. [Appreciation] But today it’s about the phone, so I’ll look at the laptop I am looking at this but if I try to do this on the phone I search for services like this or When I search for businesses of The site is coming first, I have to open it Remember to sign in here with the same ID From which you can manage your business you do it usually so if you have listed If you take it, you will not see it like this So you will get the option of ad business in this way Here you will see that in this way you Name of your business and category of business I will put it here like I am posting my business I’ll put the name here if already if this business exists somewhere it means here If its presence is anywhere here then You will get it in the option like this You can make further requests by selecting from ho that i am the owner of this particular Business is fine, you get an option But this is when it is already your business [Appreciation] If you add it, you can see it here yes if you see any cello here if so you can post it here If not, you can type using beauty look there are many beauty parlors etc Options have come here, remember this The options are shown here You can change them later and add another You can add more than that categories but That is a matter for later, once the listing happens Then we can add multiple categories but for now there is only one here you are Enter the category and proceed with it I’m going to change its name here to something like this: okay now here’s something for you Asking basic things like your location Enter your location you want to add Is your store or office here now or not? But remember, this option comes when when in actual your office or your You have to tick yes here only if there is a store Otherwise you have to say no to this, that means many There are businesses that are currently They are in place but they have no office For example, suppose you’re a plumber or did one of them become an electrician? It is a business, they provide services But they have no office in a particular area. No, if you call them they will come to your house But when you come, these are the things that you should keep in mind Keep this in mind before listing any business listing site then it will be available to you Will ask for a description of your business The hours of the business i.e. when it is open your office is there he will ask some basic things It will ask for details, enter your phone number Now you have to verify your phone number Sometimes there are problems in verification too If she comes then for that what I have given to you I told you in the description it is complete The course is free youtube1 keeps bringing it to you Basic to Advanced Live Courses You will also see a form in the description box You will get it if you want to join Our two days free demo classes mean There is a complete batch, take demo classes for that First see how much you understand and Then if you join the batch then that is free demo If you want to attend classes then fill the form You will get the link, fill that form Please do so and our team will contact you So this is how you can list your business ok if you can manage the reviews then Also if you want to delete it, I will do it Now I will do business here Let us remove it, it is fine here. Because I just took this as an example Now when your [Appreciation] google2 it training institute like this You can also put keywords in the name but remember this many times you have to make sure that your Business is coming as I give you an example would show hmm like this see this dubs kapte ki local Listings are coming so you can see them here yes there is a call button okay so this is the call button There is such a button on your business listing site But there should be a reason for this if we assume google2time whatever offers you can provide to your business are you bringing me some account? If you are bringing a sale then please give an update about it keep posting if it is important for you If any of your products are very famous If they are services or products then they You can put their snapshots etc. there. You can make sure you have photos Put your props whether its your products be it for services or for your shop Add Office Videos that are good for your business Add reviews and the more the quantity the better The higher the reviews you will get in you will get your stars what are you talking about what are you thinking You have to pay attention to this thing too instagram2 live then whenever someone google2 There is a business named social The media plays a very important role in this Similarly, if you create a website if yes then make sure that the website For the start you can use local keywords Let’s use it, suppose I am in Bhopal Am I providing services or any other service in Bhopal? It’s my business so whatever content I have The word Bhopal in my website it should be used bhopa where my The location is there and its map is also there should be integrated with my website When you do all these things inside then Your local business will gradually become what it is There is a presence online, it will start increasing And your user will benefit more from this The base will increase and foot fall will occur at your office and The biggest thing is that when we get so much attention online If we start to see something then we is it aventurine or this office or this The service provider is genuine and fine The more presence you have online It will be good for you locally also You will get it but apart from this there are many more A lot of problems arise here too Practically when we work, many all the hurdles come too so if all these Things you can do practically with us If you want to learn then write in description box Fill the form and enroll Two days free demo of our live batches So that’s it for classes in this video see you in next video till then keep it up whenever we talk about digital learning marketing or internet marketing Inside this you mainly get two Sections 1: Organic Marketing and Second, paid marketing or what we call In this video we are talking about paid advertisements We will do paid advertising one by one We will take a brief and understand what happens after all What are these methods through which Paid advertising is done for whom and what There are many other important things that we We will discuss in this one video so let’s go Then let’s start the video hello everybody I am Harmeet and I welcome you all on W S Cube Tech Both paid and organic Now let’s take help of organic marketing Marketing may be a form of free marketing type is but it takes time it takes efforts so if suppose many times someone The products or services of the business are greatly Quickly I can reach my target audience Delivery or very quick branding I have to do it and I want it to be exactly accurate If you want results then in that case mostly Paid advertising is used Paid ads are a very good way to get new If you have a new way of reaching your audience Is it a new product or a new service or are you a new business and you’ve landed in Agistify In this, you will get the results in a very short time. I will see you today, suppose tomorrow my I want to run an offer, I have a sale tomorrow Do you want to drive or if you agree to something tomorrow But if you want leads then within 24 hours I am using paid ads to increase my I can reach my targeted audience now through paid AIDS is caused by many different means The platform goes to many markets In today’s time, every social media is platform or each search engine has its own A platform is a network of paid ads So let’s try to understand these paid ads a little bit. For this, we have divided it into five categories It is done ok, the first thing that happens is search Engine marketing as the name suggests It is happening that through the search engines Running paid ads and getting people to visit search engines I am searching something on a search engine Put your business and your product in front of them Putting your services that is search engine Marketing is mostly for this we use it, they use it Now google’s like you as an example you can see it here I have This is sales, this is mi.com, this is amazon.com It is possible that he has created these pages today But any person who creates it through paid ads mobile phone is typing here to them This is how they are able to deliver ads and you can also see it here But it is also written about sponges and sponges Meaning, to show these ads here, these by particular brands or in particular The businesses google2 ads ok let’s see another example like i searched here for Example Interior Designers in Hyderabad ok so now you can see it here I typed in a lot of keywords now. There are brands that are into interior designing Services provided in this city But here you can see this one on the top The brand is coming here but it’s not a spin That means it came here through paid ads If I assume this is the thing I want to do organic is organic means i want to do seo You have to do content marketing, blogs are visible and through that I’m here on first If I want to rank then it will take me time It took me a lot of effort to do good SEO It will be okay but if I have that much I don’t have time, new is my business If I want to reach my audience then paid ads are important A good option so here you are an example You can see this is search engine marketing So for an example, when you search for this Learn or do engine marketing If it is for your business then for this you need google’s has to learn in depth so If you want to learn live paid with us inside which you want Media Ends Organic Marketing in Many Ways that which is complete digital marketing You will be taught so you can join it You can try our two days free demo In the classes description box you will see a You will get the link to the form, fill that form Please do so and our team will contact you and you would be able to join our two days Demo classes, this is an example Search engine marketing is also Our next option would be is social media marketing which is social There are media where you can do paid advertising You may have seen it many times facebooksignup.in is running world wide also there but in india [music] that the reach is very large so it Totally depends on your target audience Where is he? We will talk about it whenever we Paid ads decide which ones to buy How much budget do you have to spend on the platform? If you want to run an ad then we will target If you focus most on the audience As many as possible in social media marketing There are social media platforms out there ads are run, apart from that our The next option is display Advertisements are displayed normally We are also Google’s advertisement let’s do it through a separate google3 60 says okay that’s a little bit Call it performance marketing or Let’s call it programmatic marketing If it becomes a part of it then the display The advertisement is that whenever you Open a website or any website If you are surfing then that website You can see the ads above, any of you When you open the blog, you can see any news If you are reading a website then whatever you find there Ads are shown, we call them Display advertisements such as for example I typed a keyword here what is open any website you can see it here Like I opened this platform here If you have done it then see these ads here But it is running here on the right side You can see here you are seeing ads here on this side you are seeing ads okay right now most of the aids are It belongs to them, meaning it belongs to this website But still let us look at one more example Like I opened a website here Is this also related to any job or exam? website is now in this website as I scroll down to the bottom I will go, you can see a lot of If I am seeing advertisement then this is you You can see it here on the right side Look at the sky scanner, these are the ads, so these AIDS is our website’s The owner is the one who is working on this website Where can you fix the add according to your needs What kind of look should it have, multiple in this too there are formats ok where to add Which side should it be on, then how many views This much money is being spent on this ad This particular website is a blog Its owner is getting just like we do in the So to youtube’s or website owners who They run display advertisements get money google3 means according to my interest or if I am the target audience then I You will see the ad if you open this website today You may find an ad as per your choice If you see it, it is completely personalized ads So the chances of conversion are increased here As soon as we go, the next option comes is video advertisement There are many such platforms which in video form which is in video form They give you the option to run ads So there is a lot of display advertising too. Options have just arrived to play the video but which is seen in popular video advertisements The options are like You can watch video ads on youtube2 Yes, you get video advertisement for this can also work in social media marketing Yes, you can run video ads on social media too You can but video advertisements mostly when we use this word youtube0 Do you think there is a target audience? that your target audience youtube1 people more or less than displayed more than or more than messages Video ads are converting more Okay, so this is also an option that we have. For this also we google3 60 you have an option which That is an advanced tool for paid ads Along with if But if you have products, they themselves Platforms such as from flipkart’s that i typed here a mobile phone under 2000000 ok now here But you can see it here, here you can see There are a lot of products visible but Some products have sponsor written on them The meaning of spins has changed with this particular brand or this particular product has been product on top to show off your to show amazon-cognito-identity-js now paid ads Whenever we learn, we get the benefit of some things One has to be careful because if we suppose Do you have a client or you are on your own? You have a business and you run paid ads for it If you want to do it then firstly you must Find out your target audience Because if you understand the target audience You understand your buyer persona it comes to your mind that my the product or service which its user who is he and what age group is he What country is it from, which language is it If he is interested then all these things are as much as possible as quickly and as best you can Only after that if you do paid ads Only then will you get the desirable results If you know your audience, you can do this can you find out which one I want to use the platform facebooksignup.in Multiple Times of Returns is what we call ROI means Return on Investment If he is investing 1 lakh then he will invest many times more He will want his profit or revenue from you That brother, if you give me that much business, agree to that 1 He gave you one lakh rupees and told you that run the paid dus you ran it and you brought him 10 or 15 leads so that he could If the total profit was Rs 50,000 then Think about it, there is no benefit in putting paid ads no if yes he gave you 1 lakh and The profit you gave him by bringing him those leads It was at least around 10 lakhs, so here But your RO came approximately 10 times If you do it then the client will give you the next time He did not hesitate in giving you ₹10 lakhs, that means he he will spend it on you again okay so all this Things we have to take care of Budget Management is very important budget waste There should not be any PPC which is your minimum should be less i.e. paper click which is yours That is at least as much as you keep, so it means But the client makes less money we have to give it along with that whenever we If you make paid ads then it is not that just We created the post and ran it for you You have to take care of a lot of things You have to take care of the language You have to take care of your buyer If I could do an ad for the fashion industry If I am making it then I will make it according to that Add me in that way according to the theme If I become a professional I would have to make it I am making it for business so I have to do that You will have to make these things according to your needs The personal touch that you need to give in ads You must keep in mind that creativity is very important It is more important when creating a campaign if You just thought that brother I have four You have to create a post and run an ad like this You don’t get conversions with catchy ads You will have to pay attention to the designing as well You will also have to pay attention to video editing You will have to pay attention to scripting as well If needed, we would learn all these things together we are with him whenever we If you run an ad on the platform then Some rules and regulations of the platform There are some policies to run ads that this kind of thing should be his Size should be there, these things should not add to you If you want to keep this length then do it It is also important to take care of things It is same with the ads that you ran the result that has come out, the data that is By using the thing that has come before you, we will In today’s time, only Instagram’s are paid ads which are services She has started giving and if I talk do I do facebook’s demo classes so i hope this is You had a basic introduction to paid ads It must be clear if you like the video Please do like and if you want paid ads then If you want then subscribe to WS Qtech youtube2 ads which are multiple platforms You will get their full courses. I will see you guys in next video then keep learning if you want to become an expert Want to be more practically digital If you want to learn marketing with us then W Cube Tech Provides You Live training batches on digital marketing which are taken by industry professionals In this you get live classes with You will be working on the recording as well More case studies on real-time projects But along with that there are quizzes and text and Also free to practice Domain and hosting and not only this You get placement assistant in Form of resume building as well as Interview preparation so if you want to join If you want then please write in description box You will get the link to the form, fill that form Do so and our team will contact you and you can call on these Numbers matter when it comes to digital marketing or to promote a business if the conversation happens online What kind of ads are there in Google? How do you set up a campaign? yes we will talk about all these things so let’s go Then let’s start the video hello everybody I am Harmeet and I welcome you all on W Kaptech Just look at YouTube’s whenever we are on digital Let’s talk about marketing in two parts in we divide it one is Organic and one is paid marketing is ok Organic marketing within which you use SEO Content Marketing Social Media is all those things in which you can No need to pay anything to the platform it is organic, you can invest your time in your By putting efforts you can grow your business or get the website done but there are others On hand when you need quick results Very targeted results are required If so, in that case we use Paid ads which we call organic marketing also says and there are many more in paid ads There are platforms that allow you to provide paid services provide out of which social media You got AIDS in which your meta AIDS linkedinsign.com Yes whenever I talk about paid ads If people also see ads on google2 then If I talk about running ads google’s is more preferable but it is It’s not that social media ads don’t work We will talk about that further in the videos So google’s why it is very popular and paid when it comes to aids It’s as easy as it sounds, Google’s It is not that easy, inside you Variety of ad formats Variety of ad If you get campus then in such a case the right campaign Which one is for you in that campaign too Which type of ad format is best for you We will have to do all these things many times It has to be understood in a technical way and This is where your brand growth happens and your You can easily manage the budget, let us now Let’s setup Google’s campaign a little Let us understand what its form is what is it and let’s talk about different As for the campaigns google.com this is our site you should go to normally you google it too You also search and whatever you get there You get the results in that if you are on top If you want to rank then for that Google’s Search Ads is a very good Let’s see an example of this campaign For example, let’s say I type in a keyword right now. like I typed it here interior designers hyderabad ok it is a Commercial Keywords Interiors for Me Designers needed in Hyderabad right now If you see, I get this result from here it begins to appear googleapis.com you can see it here This is the result but this result here There are high chances that you are coming on top Let me click on these and this one here The main result which is coming on top is The reason is that they ran paid ads i.e. search ads It has happened, you can see it here on Spondor It is being written that okay so this is about search ads one is the other is display ads now which Display aids are your visuals There are ads here, the user does not search he is doing it rather you go in front of him and place an ad like let’s say if you’re surfing yes you are on some website okay you are on some website Are you using the app? Are you online? You are seeing ads here and there its format is like that of an image is in the form or there is a thumbnail of Like there is some show going on there, so that Display ads are display ads Your The format of gmail-id is Shopping Ads Now suppose you have a You have an e-commerce website and you have many all are products you can buy those products If you want to bring it to the top then You can also use shopping ads in case yes let’s see an example of this like I did Type here online bed in india Now you can see here when I did this If you type this you can see it here You can see this in the product form It is written Spondylosis which means it is for AIDS These products have come on top through here I am seeing ads in the form This is one example of shopping ad if If you want to generate sales then for that Next is a very good option Ads are video format ads now Most of the ads that are played are videos he is If there is youtube3 then video ads are available in today’s time It is very popular because it Engagement is driving quite well The CTR or RO we are getting from this I am getting more from video ads hai then they are very crucial and important Now a days along with that some of our apps AIDS also exists, that is, suppose you have someone The app is launched If you are creating an account then you have to click Start Now You have to click on it and setup the account You will have to do this to set up your account You only need your one g mail01 It has a time period so let’s go now We will click on start now and google2 will now take care of small things I’m signing up so here’s my Sign in with your mail id done here and it is telling us here that our Make the first campaign, for now I will do that I am skipping once so that’s what I will tell you I can show you its interface here Your account settings are telling you Country name, your time zone and currency It will happen automatically but if you want to change it you can do it from here now Here you will get details about yourself and You need to add your payment here When you create an account on Google, a This is the time to add your payment It says you can use credit/debit card through net All three ways are banking to bank transfer You can add your payment here. You can but don’t worry until you spend it Till then you will do some money from here on AIDS it won’t be cut but yes this is a condition that You’ll need to make it in advance, but for now so what am I doing right now we Campaigns generate OK payment If we don’t talk right now then for now I You can see here that this is the first option there was an option here create an account without a campaign so I go to this I am clicking and continuing I am waiting, what will happen now, create my account It’s done okay so now here’s my The account will be created, you can see it now Ho create your first campaign here now let’s see a little bit here basic we are understanding one by the way if You have to advance by the way if you complete Ed taught me and this is what google’s if you Practically with us in an advanced manner Want to learn over live campus and Want to become an expert google2t live training batches for you brings you two for that Free demo classes of days then description You will find a link to a form in the box. Fill out that form and our team will contact you will contact you and enroll you in Our Two Days Free Demo Classes One Time Demo Definitely take the classes and then you can So let us decide here first of all We will add some of our business information or it means basic things are there in it you can name it anything, like me Here I am naming it Dubs Cube Tech ok now here you can start your website url your business phone number if your app If there is a download page, you can post it. I’m here right now from Let’s so I w I am putting the main URL of Scoop Tech yes but don’t worry it is not like that if I If I return then you will visit me on this page I will meet you later, you will ask me about it You can enter your business phone number here You can post it now, it is under review your url is now saying that if There are google2 or we can go to websites We want to reach, we want to click After doing this the user should go to our website or Then we want there to be a call button And the user can call us or we can there is an app installing button By clicking on that the user can install the app. do it or our youtube2 action means what do you want to do If you are a user then you can add the account here By doing this it will become a little easier for you in the future okay now this is telling you that whatever you You are running a campaign, after all that is its main motive What is it like I told you a lot of There can be motives so let’s take it here An example of I want to get more website Sales and leads means to me sales on the website And you need more leads whether your e-commerce Both are website and business website You can use it like this You can also create your personal landing page here You can apply it on estatify Which are other platforms like I’ll check which URL this is. It has automatically opened the contact page have you detected it, okay or else tell me this taking you to the appointment page Do I need to go or fill out an information form? do I have to fill a web form or something If you want to get a quotation then you can find all these things in You can do it if you want sales There are other things for that too here You have to complete a purchase Do you want to initiate checkout or delete the items? You have to add all these options to your cart You get it like for example Let me take this contact example If I want to get in touch I would like to I hope that any user who clicks on my ad He is the contact of this W Cube Tech After going to this page we will click on next page If you click then your turn comes here Normally for this you have to do ad writing. Copywriting skills are very good there should be, meaning you should know which ones Choose the words that drive the audience will catch the audience right now By default it has saved everything from here Here it has given the home page, right? what have you done directly some words that yes I have made my choice ok but I don’t want them I can totally change this according to my needs They are totally changeable, each and every word I I can change it so you can see this headline one headline two headline three and this it will look something like this okay you can see this you can see the ad preview is coming here and This is saying that brother we are doing this in multiple ways we will run this you can see this means this Shuffling will keep happening, right? See it here These ads are shuffling, this means The headlines are also shuffling and If you want to post a headline, you can do so. Along with that the description is coming here Now it automatically fetches the description The meta data that is captured on my home page it is provided if there is any internal page or I would provide some other landing page So in that too he does the same thing but again You can change all these things now. How to write what is the best way to do it For this you will have to learn advanced google2 that is as much a video as possible So that you can know the basics of it do you want show a call button after that that the call all button is visible in your ad, if yes then You need to enter your number here okay number here if you don’t want this you Do you want us or not, just click If you want you can remove it, that is Completely your choice is fine but no providing that the contact Chances increase instead of visiting A website user is more comfortable It’s ok to call next time we’ll go Now here it is asking that you can create images If you want to add any ad then Have you made it or do you want to make something creative? did you make that post for your ad? Now see, this is an amazing thing that the url you have provided This is something which automatically takes photos you can see these if you have taken them If you want you can use it, otherwise you Create your own ad copy and upload it you can now see it here But you can see it like this It will look like you have to use landscape or do we have to use square normally now What do we do to save the ad that we have made? We make them in such a way that they Looks good in landscape and is square If I look okay, then let’s say I did this one An example is taken of the Freedom Festival Sale okay and here we’re going to use this now Here you can see the minimum size that should be for any kind of image you use You are saying in your ad that should be 600 ba 314 pixels Exact double of the recommendation i.e. 1200 ba 628 pixels and the maximum size is It is written here 4096 by 4096 pixels that is, the square size is fine so we have both It has been used here, done, let’s do it now look here google2 is 1080 which is the normal story size if it happens then when you put it in it then If he is running ads on web stories then there but if he uses that image then that is very smart off You have to select those terms which The terms you want to rank for But don’t worry it is not only these people Above the keywords Google has 2 keywords, you can choose them here Now here is what you need to do, take some help can you it is found that the terms are found in it Wherever you are lagging or you are You can check it by doing Compton analysis. which are those a key words where My competition is bringing high traffic So when we google all these things When we learn practically then we are definitely in If we take care of all the things then keyword Research yes definitely for google’s too like we do in SO and google’s own tool that is Here it is telling you which area you are in I need to cover it okay just look here Two options are coming, first is advertise Specific Zip Codes Cities and Regions You can give specific reasons here and You can run your ad there, brother If any audience is searching from here then My ad should be visible there Or you can advertise near an address okay that means you put the address here The ad will run on the address that is around If someone searches something from that area or location if he is doing it then you can add it there It will be shown here you can set the radius of your You can select for this which you are a local If you are marketing your business or If you are marketing an area It is very useful for us there. so in that case so in that case we Choose the advertised near you address otherwise if you need a large scale But if you want to run an ad then you can click on Cities link from here etc you can run or a country you can select ok or else if You think your product is Search anywhere in the world and you will find it there It should be visible to you also in multiple countries you can select here so like i Let me select something here, see The location is also showing you on Next Click here, now it is the turn of the budget Now look at the basic google2 7 341 872 this much daily average you keep this google3 41 if you spend then it will be 390 which Is Let us assume that approximately 0 is the add You will get clicks now it will go up and down remains if you want more then well and good okay and if you don’t like any of these If you want to select then you can also choose your own budget you can now here’s the fun part that you are the minimum budget which he is telling me He is saying ₹1 means ₹1 per day I own What is the budget of your competitor? If it does, then he is telling us here too. So that you get the idea that your Competitors on an average that are relevant to you How much are the competitors spending? ok so this is telling us that brother You can earn at least Rs 1200 per day put a budget okay so whatever you put your budget here I will select it like I have a budget of 500 I will decide here, next time we will do it You will click and it will show you your ad I am giving you an idea of ​​what you have done here. you can see multiple options available for you what is this giving we will move on to the next one now And here we have to add our payment Details and when we schedule our ads When do you want to start? We have to select all these things After doing this, your ad will run and Not just the ad will run but you will also be able to run that ad You will also start seeing the data of how many How many impressions are getting clicks? How much budget is there in that Investment is happening and you can pause that ad you can resume you can close it yes if you can delete all these You have flexible options like dv 360 campaign 360 it is very If we need help from Google then In this video, we have explained the basic method Learned a little about running a campaign on google2 If you want to understand in detail He is an expert on google2 I have made videos so you can learn from them Along with that if you are live with us If you want to learn then know what to do You will find the form in the description box Fill it and enroll us to Hope this came in the demo classes of days The video was useful for you if the video If you liked it then please like and kiss Comment what type of videos you want to see Do tell us in the section, see you next till then keep watching the video Learning Hello everyone I am Harmeet and today in this In this video, we are going to talk about Meta Whenever we talk about AIDS, paid online of marketing or in organic digital If we talk about marketing then we definitely call Meta Ads it is considered by the way we have google’s is also an option but whenever it comes to is it passive marketing or else I If I talk about push marketing then They are dis to you According to the user according to your data your product services business or your There is an ad that delivers to him but if you know the correct way to do this you know how to crack it The Meta AIDS Algorithm at the same time You know your target audience and you You also know who your target audience is facebooksignup.in are the most understandable First of all, what is meta AIDS, exactly? So as you know that facebooksignup.in Manager was our tool, using which We facebook’s launched where you facebooksignup.in It is a centralized system where you You can post your post on facebooksignup.in That means you can also do content management Yes, you can manage your inboxes simultaneously. You can manage the comments together yes you can make different headsets and you can see their data You can analyze and manage it And this meta business suit is of this only By using you facebooksignup.in is used, see how So many innovative in multiple ways You can solve multiple objectives using these methods For your business objectives you You can use meta ads but mostly Who Your ads reach relevant audiences and get them to click or click on the call to action Leads to your business by following or You get sales and along with that you can also buy your On your posts or your videos can get views like you know that facebooksignup.in Mostly it is used commercially It is used in which we talk about sales let’s do or talk about leads Talking about e-commerce promotion Basically, here we are going to talk about Like in google’s we get many types of Options for creating ads are displayed Search Ads Shopping Ads and Many Others do we have the same facebooksignup.in users who are your audience The form of images in its feed Your ads in the form of videos or in text also seen with cruiser aids which That Is it coming or is there any Independence Day sale The products that are inside it are ours Those which are on sale have the highest discounts You can advertise there as a collection You can you on instagram2 mrathi.com Now let’s talk a little bit here. Now here is the budget facebooksignup.in to Talking about google2, here we have You get two options, in this we can also choose daily budget You can define yourself and follow that You can also define lifetime budget along with it that overall we are focusing on this campaign or ad set But how much will we spend or we will do this daily But you decide how much you will spend Now here is a feature that you can found in meta aids and what we call Campaign budget optimization is what is called nowadays It is called advantage campaign budget i.e. Your ad or your campaign You can create multiple ad sets in it and According to their performance according to to the real time data that budget is Customization will keep happening, changes will keep happening and Whatever budget you fix for the entire campaign She is not even on those ad sets but Distributor depends in different ways Which of those ad sets is best If he is performing then there are many things in it It has become automatic, which means you can do every the need to observe the headset too much or all the efforts to pause it and resume it Things that do not need to be done as activities Meta Ads is doing this for you now How do you do all the things practically You need to visit facebooksignup.in If you live with us practically With our mentors and trainers If you are with an industry specialist facebook’s demo of our live batches Fill out the form quickly and our team If she contacts you, we will talk of advantage campaign budget but it is not that we don’t set budgets for different headsets We can also set it according to our needs Yes, but you get this advanced option. In which you made a campaign with headsets and multiple headsets you have Based on their performance in them, real What is your budget based on time data Distributors take minimum budget unlike google’s Need to run a campaign for engagement So 59 USD should be your minimum budget And your campaign needs at least to days The same thing will work if you want to generate leads. Is your website for your business? For calls, there is a minimum budget of $70 This campaign will have to be run for another 7 days If you want to get traffic to your website If you want to run a campaign for this then it will cost $32 You have a minimum cam budget and at least a sense This will also have to be run for app promotion If you want to run a campaign then I am talking about days with a minimum budget That is $54 yours this is so you divided by By saving you can calculate the minimum budget per day Yes, if you want to raise awareness, About the brand, let’s say you have an image I want to run an ad I want to run a video ad In which you only promote your brand Are you promoting your product? You are doing it, there is no option of leads etc. In that, your minimum amount is $7 in USD. Your minimum budget will be $77 And it will have to run for several days in sales If you need to generate e-commerce way People visit the website for the site and see that ad Click here to visit the website and make some purchases If you want to run such an ad then So the minimum budget you have is $24 This is a minimum budget option for us. It is available By logging in from facebooksignup.in facebooksignup.in You have to give the name here or you you can give your brand name, it’s ok I’m writing the name here okay now this I am asking about the options because which I You will not get this option when your page it is made up, he will straight away ask you which one Running from page if there are multiple pages then it will ask you if you Versus your brand message and engagement Do you want it like I lead I am selecting here and click on next We click and now it says Because it is your first aid, we are there for you You can do some recommended settings if you want you can go to this okay then You can change it but I am not using manual here I am setting it up, I will go to create campaign So guy, please put our campaign name here. Now you can enter the campaign name and click on the same You can also create a template as well So this is the campaign that we are creating right now We can also use this as a template and if there are any Agistify in the same way as a template If you can use it then whatever was previously added here etc we have kept it running so they are here templates are coming okay so like this Template which is again an advanced topic So now we have the basics here Now you understand that the next thing is coming here There is a special ad category, now see some such ads There are categories which are called special ad categories It is said and for that it means that you It has to be mentioned here that Got a credit card or some employment That means you are doing some job related office Housing related i.e. real estate related Social issues are the main focus of election campaign If they are related to politics then we will tell them Let’s say special ad category is okay then basically all those things are somewhere You can also do anything to scam any user So these are some ad categories that can be run If so, we will call them Special D category They say, if we assume there is such an ad category if yes then you will mention it here, okay This list is given below, if any of these If there is something then you will have to say yes here okay and if there’s none of these like We are not running any of these ads right now. are credit card loan related or dept recovery is not running anything like that ok so i said no to this next Then we will go to this about employment so now whichever of these you like It is related, you can do it here now here But remember our service is Out of these, you can make a call in this category That is a professional certification program okay so this can fit inside it so now Here you can take your call that in these which one do you need to set so here I am going to tell you But I am setting it up, if it is housing related then no we do it in everything else because it’s ours If it goes then we say no, then it is ours Brother, you come under an employment related category So we have just declared the category Now there is only one thing here, that all this when If you run an ad If there is something then it just reviews it, okay This is done, we have selected the country here. It has been done, now after this comes the campaign Now you will see the details in campaign details So this is the first question being asked here. Buying type: There are two options here, auction And reservation means auction Bidding happens when you place your ad here Bidding strategy used to run i.e. the price which your competitors are charging they have it set up and you can see it here click or you can say on view which You will set the price if your price If there are more then your ad will show there That means here we are talking about competition between ads. If we are talking about it then we call it auction Second is reservation, here you Within the fixed price, as I have fixed it gave me that click on the $ to me We have to keep the price, we don’t have more money than this should go okay and anything under $1 You will get the best ad response Okay, so in that case we choose reservation Now the auction that is used is its that it’s flexible okay Sometimes it may be less, meaning you can get it in less money also. you can get good views sometime it’s ok If your CPC becomes very low then you There is a benefit but the disadvantage is that In this unexpected leads to you or else If I get a response then I will post here once I am selecting a reservation after this Now we can change it here First, I had selected the goals for it According to this it is coming then I have awareness There is no spread, you can do engagement also Like calls etc need to be made contact etc you need to get it done ok on video If you want to get views, you want to get messages I am creating awareness for A here Now the name of the headset is coming here, so that You can see according to your own accord, remember Give each headset a unique name so that You can easily manage them and here Performance Goal What’s Our Maximize Reach of our ads Our ad is Maximize ads reach most people Apart from recall lift, this is the second option this is saying that such people should not be yours Ad will be shown who are most like to recall Your ad means those who remember your ad are fine Now you have two options, either just It should be delivered to maximum people, whether they see remember don’t keep it but here It’s a little bit that you bet a little bit here But you can take it but right now I have to take maximum reach off I am doing ads only for the starter Sometimes they want to send ads to many people It may happen to you too at times that you saw an ad and you got that three or If I see the same ad four or five times then it Set the frequency that is advertised If possible then there are two options here: Target or then cap okay now here comes one The average number is basically one which is maximum number that we have given a maximum number that Every week a person gets this much Ads should not be repeated like these two I did it three times I give you that three times in a week This ad should not be visible to any one person much I mean a person should have a week I will see this ad thrice and more than that it shouldn’t be okay other than that Start date is coming here, time etc. You can set the end date is coming here but you can also set the time ok We can do the scheduling whenever you need it You can do whatever you want to do in future You can select your audience here See I want to target okay so like the age of I If I do the minimum and maximum then I feel like For ages ranging from 18 to 35 I want to drive it a bit 17 I will do it, okay, okay, I have done all this. We do the languages ​​here, so Tax in languages ​​like Hindi and English Let me give you ok detailed targeting here Meaning whatever interest etc. has happened in such places assume that you have to do things like If someone is interested in digital marketing ok digital marketing is done Even suggestions are coming here that these include If someone is selecting this then this is something Suggestions are coming so you can see this as well Like I select from this and You can do this according to your interest Select them and their size should also be even Here you can see how much That is a big audience and apart from that you are narrow If you want to down, you can do more than one Add your interest here can you see now here I have given these I have put in interest, I am telling you these two Interests should match and apart from that I am adding another interest, that too match It should be like so what happened to him Your audience will become too narrow and Your targeting will be good and the more The more you put options in interest The better your targeting will be You have to see this along with that if you You need to create a custom audience, for example, if You have an audience from some other source such as through your website Through any of your offline activities i.e. any data that you are maintaining or Are you maintaining any book in which their Are there any apps with numbers etc. written on them? The activity is done, okay, then from there also you can You can create your own customized audience Custom Audience is a very important section it happens it happens yes now i am selecting the image here yes now you have the option here Manual Placement and Advantage Plus Placement Now Advantage You Placement If you select it, then it will be as per your budget Best according to your audience The placement is set here. In manual placement you can You can set it according to which device Where is your show, this ad will be there for you You can do it as per your convenience for now Here is the Advantage Plus Placement I am selecting it here okay now you You can see it here on the right hand side An estimator budget is coming here Rs 5000 He is telling me the budget is around Reach give it to me this is telling me that brother at least You Reach 225,000+ audience This is the size from which you get this much reach The cost will be per mile i.e. you will get Rs 1000 per mile Ad impressions will appear on them approximately This much cost will be there depending on the frequency The person will reach approximately 1.96 It says something like this bro As your budget increases, Your reach will increase with this one giving you an idea, we are reducing this budget here We can also try to see that if we assume that I I keep a budget of Rs 2000, now remember this is the overall budget Now notice one thing here that Here my minimum budget is this much Now if I assume this budget is reduced Well I told you to do it that the budget is a limitation but so it’s not much but why are you coming here Because here I have selected reservation I have made a reservation, if I do not select I am doing this and if I select the normal option If I am doing this then I set the budget according to my needs I can but because I’ve read here I have set up a reservation, that’s why I am here I want to target minimum 2 lakh people If you need it, remember this one thing whenever If our buying type is reservation then Here we have the condition that We have at least 2 lakh people I’ll have to budget for it now, I’ll bring it back If I go and change it and go to my ad set When I go back I will do my daily workout here I can set the budget, okay so this you can see here now if I daily Let’s raise the budget to ₹50,000,000 ok and estimate daily results which I get you will find out okay so this is one thing Now here we have clicked on Next. done and then click on next After doing this we placed the ad creative here If you give, then let’s put the ad creative Then after that there are more than one of us here But you can apply it when you go on stories also You are posting on the browser as well If you are applying it, then definitely remember the size Keep it normally if you post a post or If you are making a crosser then it should always be square The size will normally be 1080 or 1080p Let’s keep this for normal posts only Also if you want to make a story then do it in 1080 1920 This is our size Stories So in both ways, whenever you are creative are making facebooksignup.in in style maximum You can create a landscape, a story of yours The size is done and you have a square size okay its done now let’s move on to the next one And here we are also showing you which This is how your ad will appear in primary We will add the text what will be yours okay now here’s what It will give okay, we have selected it here But you can also see that in the ad How will our ad look like? the preview is coming here right now if I Send to website now here If I want to add a destination then I will add it here But if you have a landing page Or there is already a page created, contact us If you want to send it to the page then you can add it there If you can then I will post here this web There is a development page, I am sending you this I put the url display link You can also change it where You will see this at the same time I want to add a description I want to add a headline If yes then you can do it according to your I have taken the help of AI here. He is already here, you can know it yourself you can write it in languages ​​here Languages ​​option is also available if you Show your posts in multiple languages If yes, then you can do tracking that too also here we can do something for this If facebooksignup.in comes then I will I will publish it here and After publishing it will take your payment from you. UPI Net will ask for your card information You can make payment here from any banking facility You can and your ad will run After this, inside this section, you will Yours How is yours inside the option too? Here you will find You will get all the details of the bid strategy, how is the budget, it is all right for him Also how much is the reach and how many impressions What is the result on cost and what is the amount It has been spent, you can see the full status here It will be visible from here you can duplicate it you can edit it, you can make changes You can also do this in the form of charts You can see your data now. remember guys facebooksignup.in you don’t want to complete Practically you have two options, first You have the option in the description box You will get a link to the form, fill it out Enroll for our two days demo classes I then go to our facebooksignup.in You must have got a basic idea that How You will work on real time projects and case studies as well as quizzes and for text as well as practice Free domain and hosting for just Rs. Not only this, you get placement Assistant in Form of Resume Building and at the same time interview preparation so if If you want to join then please tell me the description You will find the link to the form in the box. Fill out that form and our team will contact you will contact you and you can call on these Numbers If you are marketing such a business whose targeted audience is working Are you a professional or are you a part of professionals want to build a brand among or delivering your product or service If you want then Lincoln is a great choice for you This is a good option, today in this

video we will talk about going to do linkedinsign.com [music] and much more let’s start the video again Let’s say hello everyone I am Harmeet and I Welcome You All On Dubs Cutek You will find professional job seekers Whether students or working professionals You may be from any field but mostly you Here you will find professionals under whom Students, Job Owners, Employers, all these If you have such a business then like we take some examples First of all let’s talk about if you Is there any Suss based company that has such a tool? It is made for working professionals Okay, so in that case you can use that tool. or that particular Where will you market such a service? at the place where it is to be used In that case most of the people If I talk about education and Here I am talking about higher education It is as if you have done Masters in it, as if you have done MBS in it Are PhD programs done or any other Once the course certifications are done then all these for marketing of things of one’s own linkedinsign.com message there mention it will happen with that only not just this you You can also run dynamic ads now What is dynamic aids? dynamic aids There are such ads on LinkedIn where But you can get specific information about a person. By typing the characteristic there You can run ads according to your needs, suppose you A I want to run an ad for people who If you are from digital marketing field then Of course you should run ads for such people too You can work in digital marketing okay doing dynamic add for that The options available in Lincoln are quite is an effective option just like the value Look, you have to target me to let someone from a university like Delhi University If yes then I just need an ad for that person which has to be run from Delhi University He is an alumnus from Delhi University If he has studied then you can add ads for him too You can run it, you want to run an ad that MBA I want to run an ad for the one who has done it If you want you can do that too We call these dynamic ads, which You get an option on Lincoln, let’s go now. This is about commercial ads which we are talking about talking but if I talk about edge A recruiter as a job owner even linkedinsign.com When you are in an emergency Do you have to do any job hiring or else There is a post for which you need the right candidate If you are not able to find job ads then also here But it is posted just like the rest The image is available here on all platforms Ad Crosser Ads Simultaneous Video AIDS is running another interesting thing here You get to see the ad which we call These are event ads. Suppose you have a seminar. Are you conducting any webinars If you are organizing an event then you can list that as well by All the options you have are linkedinsign.com You can also run an ad for kill holder Suppose today I have made a tool or I have purchased any such service or product I am providing you with a specific If it is only for field person then that Whatever is the matched audience from the keyword i.e. the There are people who working in the field or pursuing that course If that ad can run for those who have already done it This is a good option that gives us Our audience targeting is much better it happens and here also all other aids You get options like the audience as in you can exclude and include that you get options if you have If you have your own database then you can use that as well You can run your ads as is and You can find your audience, now let’s talk Let’s do a little budgeting here Now there is no minimum budget here But [music] How much budget or for how many days do we have to send our ad which we have to set at least minimum If you can target 300 people then 300 Running ads for members is a minimum Requirement of To display the page click on or then click on profile or click on job If yours is more than your computers Your ad is there only in comparison If there will be a place then this is an option for us here we get what we call add option so now Let’s click on create an ad and Let’s see how you can make a very In a simple way, you that if any of your Now if you look here, just like I told you You will get a lot of options first of all You have to select the objective that What do you want Brand Awareness Website Visits Engagement Video Views Messaging Lead Generation Website Conversion Job Applicants, you choose what you want to do If you can then I will visit the website here making a choice hmm now let’s give the name here okay We have named it, we can name it anything if you already have a group You can select your ad as well yes, I just created a new account I am not getting any option here now. Here you can see it is asking you How much is the group budget and schedule Now you have to keep whatever you have in budget here There is an option for optimization here like We facebooksignup.in different ad sets There are as many as you have added in that group Sets are made according to your needs That distributor will tell how much budget to use There should be a performance like that If it is running then AB testing is for you which becomes quite fruitful so here But I have put the start date here. Like ok you enter the start and end date Or you can enter the start date and Brother can you fix a budget for me until I consume the budget If you keep running the ad then I will give you a start date I am adding it here click on next Let’s do it now here on the right side you can see it here no one here The forecast result is coming as I I will keep changing it, it will keep changing here Now I have selected the location India. Now we have kept it a little specific If you do it then like I have said here in India Here I selected India You have selected it, select the cities also you can do it, you can also select areas Along with that you can also trade in multiple countries You can now select the target here We are talking about the audience here You can also exclude any location you have to exclude like suppose me If I want to exclude Mumbai then I will do it I can now be here in the target audience You can see here there are a lot of options First of all, if we are talking about your audience then the list If you have any, let’s say any company Is there a list or a contact list? Company list means you will get a company list will have to be provided such as Your ad will be shown, so look at this Coming here so this is an upload of a list The option is coming, you can see it here now You can give a simple view of the contact list The format is also given that the maximum file size should be 20 abs and 10000 to 3 lac Do it for better result but it is not like this Right now you can do 500, 600 also in this Everything you need to have is an email address First Name and Last Name Mobile Device Mobile Device ID You might even just have a mail address Even a pass would be fine, but here the bus The only thing you have to keep in mind is that this No one is even sure about the thing that We have the mail id of any user Using the same details, he linked-list with relevant experience or Target people with relevant fields You may have a similar option like that Here Predictive Retargeting if You have already targeted someone ad If you can show then retarget The option is third party, here option is one Now whatever audience there is, You have to set it first, now this all the things because linkedin ads itself All these things are a very big topic in How will you do it practically if you have to If you want to learn then WS Cube Tech is for you Comes with live batches of paid ads for So if you want to learn paid D Our Industry Specialists Practically with or you can do digital marketing If you want to learn live with us then In the description box you will see the form You will get the link, fill out that form and Enroll for our two days free demo If you have any class with him The audience is already created, set If yes, then you can choose it from here, no So you can put the audience treebo in which Do they work in the company Demographics is okay, like on a gender basis Or you can do it on country basis or area basis But you can do it on education basis like I want ads only for MBA holders If you want to run it then you can find those options here can job experience their job Which company do you have experience in or which field or whatever their interest is In which particular field are all these things You can add and select your audience. If you can then for now I am a company I select the company here There are many categories here like There are categories here, so I am from Education I get my degree from LETS here If you had taken it here then we would have been masters here of Master of Business Administration which It has been done, I am running an ad for it Now here you can see the target audience size this is okay and here you can see this Multiple of these fields come here if I talk to him only I am from the 30 day ad so approximately this I will spend so much and so will my impressions My CTR will be approximately this much We can believe and we will get clicks in 30 days You can expect this much and at this cost The click which we call CPC Approximately this much will come but obvious thing The actual data will be above and below this It may be good now the more you can do your The audience that this option targets here The more you refine the audience You will get the benefit as much as you want If I suppose I add some more traits Like for example a job experience also I’ll put here the job functions So let me put HR here, human. resources okay now I added here I need an MBA whose HR If it is a job function, okay, then look here now. You can see that this thing has changed here. CPC has also reduced, so the more The more you narrow down your audience The more you exclude and include, the more Which gives you better pricing and better You will get targeting, now the ad format will come here So whatever ads we discussed are there They are all coming here, we are here together Let’s take a single image like this now here This URL tracking parameters are coming So you can use that for better data collection. You can do it but placement is optional we’ll talk now look here It is saying that Let me set it here, something here I am giving this suggestion also but you should Accordingly you can start it once We have set the date here you can start and You can set the end date now by bidding here The strategy is based on maximum delivery If you want to invest that is my full budget use it and give me best views or give me clicks you can do this or You can cap the cost with this Whatever is the amount my CPC should not go Like I fixed it here $ so $4 My CPC should not go more than this You can say that I have customized The bidding has been placed here, you should have saved it There are a lot of small things in it which is very much a part of your ad makes it effective now here when you The campaign has been run, now I need an add To run my page I need access to whatever is required If yes then I will request access here I will do whatever is mine it has come from here to here in this data Now I have to launch it whenever I want I will go to Edit and Launch and click on Request By accessing this and making the payment I can I will be able to launch the ad and I will also see its analytics. So today in this video we have discussed a basic Have an overview linkedinsign.com in the description box You will get the link of the form, after filling it and Attend our two days demo classes Where you can get live paid ads If digital marketing is taught then this That is all you get in the video till then keep it up in next video Learning Hello Everyone in today’s video We’re going to talk about best practices Which you can use for ad copywriting And at the time of designing, whenever we If you run a campaign then it is very It is important that our campaign was successful And your budget is your key to the success of your campaign Audience targeting, all these things matter You do it but apart from that, whatever ad you you are creating it, designing it Copywriting What words did you use? Taking care of all these things, we You can absolutely ensure the success of the ad So that our campaign earned us more RO Now let’s talk first about giving it away Best practices for ad copywriting Meaning whenever we run an ad campaign So there are a few things that we need to take care of is the first thing before running an add that The better you understand your audience, the better The way you understand your audience The better you understand the audience’s passion You will be able to run the ad and that much is yours The campaign will be successful only if you understand the audience when we talk about digital One term too many in marketing he is popular he is buyer pasona now buyer What is Pasona is that whatever kind of to your customers or audience or users Are you targeting some of their common Now those who are characteristic Those characteristics are demographic that is, their gender is related to their place It may be related to their interest Some topics may be related to that frequency By combining these you create a dummy, a consumer. So now what we call a buyer person Lots of tools to make Bayer Pasona You can also make it manually by yourself Or you can also use some online tools You can now use it to create a buyer persona For this we have a free tool that is You can type ‘me my pass’ on hubspot.com If you do this then you will find this here a free tool ok so i build my pasona I will click on it and here you will see different Using avatars and giving them different names Apart from that, work on what is his age By doing this in a very good way you can can you create a buyer persona like this which It will help you a lot in your presentation By using this tool you can find a buyer for yourself. You can create a passona if you have details If you want to learn how to create then comment section we will tell you because we will soon I will bring you a video for that Once you understand your audience, Understanding demographic conditions and gender I understood their interest If you understand the industry then run an ad for you doing it becomes much more effective Now next let’s talk about messaging See why we run ads so that we Get a message across to your audience now The message can be anything that you Promoting your brand Promoting your product Are you promoting the service or any Is someone promoting the offer or sale? If you are promoting then whatever the message may be but it should be clear and The consignor has to put where your message ends What if you have an e-commerce website? And there you are giving up to 50 per So as soon as you read that ad, you understood it. The user should know that this is a sale ad There, if you assume that you are providing a service If yes, then after seeing that ad, the user gets 5 seconds It should be understood inside who this What services do you provide and why do you provide them are better than any other Competition And Now let us see an example of this consignor Like this is a little old ad that was S Cube Tech’s ok and this is a design You can see this, we will call it creative ok so this is full stack web development course now we are talking about here quickly if If you see, first of all I did designing If I talk then it is very good with him I am getting a clear message that full stake Web development course is discussed here What are the questions along with the course What kind of course comes to your mind? Is it live or offline or what kind of course is it Here it is visible that there are live courses ok when is it starting there The date is given, how many days are left with it This course will be of this type, it can be seen here The fee is shown here as well Also which business is doing this So the branding is written here and that as well as how it is different from the competition or Let me tell you what makes this course the best that brother practical project interview Preparation and Placement Assistant so this Writing everything in very few words This is one example mentioned in this ad of good copywriting so whatever your message is has that should be very clear and Whenever we are doing any copywriting now Whether I’m running a search ad or Look, the headline of this ad is quite clear Consignor ng at the rate 4.5 lacs means if 3 If your house is of BH then its interior is 4.5 It is starting from lakhs, okay it can happen now When customer books the order, talk to them If you do that then in that case that amount is 5 lakh 10 lakh 50 Interior will go upto lakhs but here He wrote the starting price so that is a good thing but look here He has also put a star, so it means this It is clear that he has written this, he did not He said that I can do 3rd BA in 4.5 lakh rupees. They have said they will give more than 4.5 lakh This is our starting point, I mean the minimum is this much If you feel like this then you can see this one This is an example of a good headline with that So we have taken this one more example Here you can see the premium end luxury home interiors because that’s the way they are are targeting an audience of and Also here you will see that Description is that is business identity Verified means this business is its Identity is verified, meaning it is a law Business is end to end service along with that From design to installation this is what it says we have all services from design to the selection to installation and Transparent pricing and on time Delivery is the biggest issue you live today you should understand that whenever you If you are selling a product then the user is everything else Our audience can also take it from Purchase our same product from other computers also It is possible but that is where the problem arises Mostly in interior designing The problem is there is no timely delivery Prices are available, some are quoting higher prices If the customer is quoting less then ask him at 50 places First of all it is written here that Transparent pricing is ours and on Time delivery is the thing that will make your OPC We can call them the ones who are your over the top There are powered things, what have you told them I have mentioned it in my ad copy So this is a very good example of that Also our next point that is Highlights Benefits of Features which we have There is ad copy, by not writing features on it you Write benefits now in benefits and features what is the difference let’s say feature I provide you a detailed marketing course. Now I am doing a digital marketing course There are some features of it like we will tell you about 15 This course of Modus will provide you SEO in it It will be covered under this, a paid ad will be covered Content marketing will be covered under this What happened, the features are done but the benefits are there What are the benefits mean that now the course which I am giving I told you about the feature, that’s left But I have to mention my competitive There are benefits after taking my course You will get benefits, I will tell you Brother I will give you a placement Assistance today you will join the course You should learn digital marketing Its feature today is digital marketing If you are joining a course then go digital You should learn marketing but also know the benefits and What placement are you getting? Assistance is what helps you get a job It will help you get free tools Like any SO or any digital marketing And the tools will give you a benefit getting practical projects Are you getting internship opportunity? So what are all these things, are they benefits Whenever you make a copy of the feature no you have to mention the benefits ok Features are normal things today in the interior If you are into designing then get a wardrobe made by someone Get a kitchen built but this is a normal thing right? These are the basic features of interior designing If someone gets it done then this is what they will do but you Benefits show how you are different You will do the interior design but what will you tell me? you are giving me something different then what are you giving me You have to mention benefits, not features If there is space left then add features also but We have to mention its benefits first Also the call to action is very clear Where should you want to take the audience what do you want them to do now when we add Let’s run a select few of our calls to Actions happen when you want to call the web I want to fill the form on the website want to take you to the video Want to take your portfolio to your website? do we want to go or do we have some motive If yes then mention it clearly there that Click here to register Click here to know the Budget Click Here to Know More Like You W Cube Tech Suppose now what we just said I took an example, now you can see it here yes like this here is the link in the The description is correct and the link is in the what do i put in the description click Follow this link to enroll in two days demo classes because of w s cute Two days demo with every course What will I say if he conducts classes? Register Now in Two Days Demo Classes to Your call to action should be very clear Join Now Call Now Visit Now Contact Us Whatever you want them to do Write clear there, okay now click on the link Have to follow, have to clear the call button Or you can fill out the form, it is your choice Along with that if you are making video ads Or are you creating a separate landing page If yes then make sure there is some social media there. Proof two Social proof means Testimonials Reviews from Previous If there is a customer, then what happens to him? Your credibility increases, okay, accept it. Do you have any limini which is XY Judd Company I am working or you can assume that If your work is interior designing Pictures of the houses you have already built If it is done then by posting testimonials like this We can give social proof there that The work we do is the best Also AB testing now what is AB testing try everything ab testing This is what it means try everything multiple upload images create multiple images Create Multiple Copies Multiple Ads Create sets and see what works best Today you have made three ad sets. You made copies, now look at those copies Go and see which of them I like more Which CPC is getting good response Who is getting the least number of leads? Who is giving me the most leads? and the same thing again and again if you can run it then this is called the AB Testing If you are interested in AB Testing of D If you want a detailed video on the campus then Tell us in the comment section because a video It is not possible to cover everything in So you can comment and we will take a look at it If you bring an individual video then we will do this Along with this, we talked about ad copywriting The basic things related to designing are which I think a graphic designer will tell you can you tell me in a better way or else if you Creating an ad copy of the image by yourself Making a creative ad in the form To run it you can find many online Graphic designing tools are their help you can take help like you can take help Kanva, an online graphic It is a designing tool and if you want to complete Canva If you want to learn then please read the description box You will find the link to the video in You can learn Canva in detail by watching the video If you can, whenever we are making the design So in design we have to make sure that whatever images we are using whatever we All those high icons are being used We should take care of colours which are of quality It is very important for our brand Having colours and fonts representing If you are talking about fots then fots Showing the visibility and readability of it is very important and specially the Important words like this is an example See what is important here web Development Web Development Course is the Most important so you can see that thing is highlighted and if I were to Minimizes it completely with lets even then you will see that what is here The readability is not decreasing regardless she is the smallest of anything if I If I see any letter, I can read it easily If you are feeling like doing this then this is one example of a good design along with that if the colours If you see, our brand is represented I am not using too many colors two are our primary colours one is yellow one is blue rest which are white and Black is common so this is one of ours The perfect example is a well copyrighted use the image as well as when you design you are creating you have to make sure that Those are your designs, those are mobile Friendly Edge Well Edge Desktop Friendly Now many times we make mistakes like this that we are only and only for one format They make images or videos inside but this is wrong Your approach is in the story format Portrait in landscape format Images in all three formats should be made so that different Devices should not be blurred irrespective of size If you don’t know then you should pay attention to these things If you keep it then your ad copy will be made design wise absolutely perfect so these are some things that you take care now let’s talk There are some tools with the help of which you can can do good copywriting okay There are some AI tools but again, you can create your own You definitely need to put your mind to it, it’s not like Now you have to copy one of these completely This is a tool that can be used to quickly use GPT or jamna you can use all these too but this is one There is a very good free tool, so in this tool You just need to get the link which you need to target or the service you need You need to enter the URL of the target Buyer Passona you have to mention how You are making this ad for an audience of and This will allow you to create multiple ad copies First of all this brain storm url is relevant So you can see what the URL is saying yes it made this on its own, i just And I just provided the URL and that was enough Look at all these ad copies here They have made them quite well If you have made this description then please read this tool You can take whatever help you can, look 15 You can create different headlines here. If you have given then you can use all these and have a very you can run a good ad set at campaign so I hope in this video you got the basic idea You must have got information about copywriting essentials You can find all these rest of the things in detail in our If you want to learn live then read the description You will find the link to the form in the box. Fill that form and enroll Join our two days free demo classes Hope this video was useful for you meet I am waiting for you in next video till then keep it up Learning if you want to become an expert And practically digital marketing is our If you want to learn together then WQTech is the best choice for you Provides digital marketing Live training batches that you take You will find industry professionals here There are live classes with recording of the same You will work together in real time on the project and on case studies of the same Side by side quiz and text as well as Free domain name to practice Hosting and not only this Get Placement Assistant in Form of Resume building as well as interviews Preparation so if you want to join So in the description box you will see the form You will get the link, fill out that form and Our team will contact you and you can call on these numbers Whenever we work on any marketing project If you are working then it is very important to know this that the performance of that project What is there for us, when and in what situation I will say that our project A marketing project has been successful something to define the success of there are parameters and what we call are the performance parameters or The performance indicators are These are the parameters that are indicators today We will discuss these in the videos as well. Only then will we understand that if you have any KPR If yes then what is the optimization for that If you can use these techniques then let’s go let’s start the video hello everybody i I’m Harmeet and I welcome you all on dubs Cutek Spend as little as possible now, no matter what the time is Be it money, at least spend that time and we get maximum returns We got what we invested whether it is money or efforts That time is many times more than that. I get more returns, this is our main The goal is now whether you are doing SEO Whether you are doing paid ads, it’s okay now Here we have done it in a very simple way I talked about it being our performance But if you quantify this thing also Let us talk about whether there are some such It is the numbers that tell us that Whether our project was successful or not We’ll talk a little about that now lots of marketing Views Engagement Clicks Out of KPR all are parameters of the same type if If your views are increasing then we can say that you have mentioned your project somewhere made it successful okay you clicks Your impressions are getting more and more If you are reading then all these APIs are there But we will talk about some parameters. that is, which is very important and often you About them in the professional world If you listen, first of all let’s talk about CTR That means click through rate now whether you have any ad whether you have created a blog or So it has reached people, okay now. All the people it has reached are ours. impressions go away, that means I have added something It has reached as many people as it can People saw that ad and they became mine Total impressions now: the number of people who see my ad Did you see my blog or my content? Show how many people clicked on it What percentage of people have clicked? we call it CTR if you have done it Showed your ad to 100 people Your ad was seen and let’s say 15 people out of them If someone clicked on that ad then your CTR will be How much has it become 15 but now due to low CTR There are many reasons why the first The thing is your ad or your content It is not reaching the relevant audience so this is what happens when our audience Targeting is not right, we are very Unable to select a specific audience yes, they say a lot, not an arrow in the air We have driven it so exactly the same way we If we run ads then we can reach the relevant audience If the ad hasn’t reached then because of that those people You are not clicking too many times You might have seen some such things Ads are visible in which you can see absolutely nothing If you are not interested then this is why Because whoever advertises for us He is missing the target, okay? You must look at audience targeting You will have to learn a lot practically You will have to do all the AB testing and You have to make sure that you are targeting the right audience What are you doing to increase your CTR? Second The reason for low CTR is also that I can do copywriting for your ad. should I talk about designing is not interactive or engaging The audience is ignoring him after seeing him and she is not getting convinced For a particular product or service Or this is also a reason for that business If it happens then the better and the more We keep our copywriting edge well attractive We will keep our CTR as much as possible for designing There are many other reasons besides this that will increase You can CTR that later when we When the data comes out, looking at it we Now that we know, let’s talk Meaning of conversion rate of conversion rate It happens that a user who has either seen my add or clicked on my ad How many percent of them are users? finally you have become my customer if man So, I have made a plan for an e-commerce website. ran an ad and let’s reach 100 people Out of the ad that reached them, 15 people liked it Clicked i.e. CTR increased to 15 and Out of those 15 people, only six were there who finally got what my product was Purchased the one for whom I ran the ad done i.e. purchase, payment and finalization If I did this then my conversion rate is It happened on 6, so my ad reached as many people as possible How many percent of them reached there Finally if someone becomes my customer then he is ours Conversion Rate Now Conversion Rate As A It is a little difficult for us to find marketers This happens because any client is right for us I don’t know if this ad gave me so much profit How many of their leads are finally converted Yes if there is an e-commerce website on the website If only transactions are taking place then we will see we may have data but many Sometimes this happens we reach out to the client with a lead deliver calls deliver numbers They deliver but how many of them convert We have got clients a little interested in this thing If it has velocity then we should push that thing as much as we can You communicate yourself to the client If it is a business then you will know about it Now let’s talk about the next thing which is We will discuss these two parameters It is much more important than this, see Today if I can make a profit of 1 lakh for you I am bringing it but you are very happy, okay Let’s go brother, we are making a profit of 1 lakh But to get that profit of 1 lakh I spent 2 lakhs on marketing So is this a happy occasion for you? not at all so that’s why we give two more let’s talk about the parameters and that is Our first CPC or cost per click For a click that the user made How much do I have to pay for this If you assume your CPC is very high is going out of your budget then its This means you have to fix your bidding strategy Or do you want to choose a platform like this? Where you get comparatively lower CPC CPC i.e. cost per click would be the same CPA means cost per acquisition Finally if someone becomes my customer then How much did I spend to make him a customer? Money has been spent but on the customer Our acquisition takes place at that cost But finally the customer gets me the revenue from it. How much marketing do I need to pay to get this out I have spent it on an average, it is my If CPA is there then CPA and CPC if If you have more then it means you are on budget Your management is not doing it properly Audience targeting is not correct for the same Along with that, your bidding strategy is It is failing somewhere, now let’s talk Let’s look at some of the parameters that You have definitely seen this at some time or the other in some show or A must hear in any marketing interview and that is RO AS and RO I Yes RO I means return on Investment If I had increased my marketing Spent ₹1 lakh per month on strategy So how much profit do I get from that 1 lakh? It has been generated okay profit means is revenue minus cost then total cost If we are talking about profit here then How much profit I have generated He has spent it in marketing In comparison if I spent 1 lakh on marketing I have spent money and whatever I have got from him Customers have come or leads have come from it I have earned ₹ lakh so my RO is I 10 That means I made 10 times more money or The profit that I earn for my client RO AS is similar to what is given But these are two different terms So you have to remember that RO AS means ROS means Return on Add Spend means the money you spent on your ad How much will you get in return for what you did? We have received revenue, yes we are making profit here Here we are not talking about revenue This is a major difference in RO AS and in RO I in RO I WE Let’s talk about total returns i.e. profit On marketing budget and in RO AS we are a How much revenue do we generate per dollar? I have brought them, so if we talk like that If seen logically, RO comparatively It will be more than ROI if you do the same If you are talking about the project then its name what is it because there we generate revenue Here we are calculating the return i.e. If you are calculating profit then these are some there are parameters like this or Thanks to KPR, we are able to know that Our ad campaign or marketing How successful was the campaign Now this RO or ROI or ours CPC is CPA is conversion rate CTR is all these things we get to know From data to data, now data is every joint platform Where you are driving from, we have The data is visible even if I type in google’s If I talk about it then you can see its data So these few words will make you feel different we will meet but their concept is same so in these By checking and tracking everything you can find out can you guess that after all whatever you have Is it a marketing campaign that has been passed or fail Now all these things in more detail and Do you want to learn practically with us? So in the description box you will see the form You will get the link, fill out that form and Enroll our two days of free demo Classes of Digital Marketing Yes Form Fill in the form and our team will contact you you can attend the demo and then you can Decide whether you want to join the batch or not so i hope this video was useful for you And what kind of videos do you want to see? Let us know in the comment section I am waiting for you in next video till then keep it up Learning Content Marketing One of the Most Effective and organic way to reach your Target Audience So today in this video we are going to talk about Will do both the writing of content marketing Content as well as video content so let’s go Then let’s start the video hello everybody I am Harmeet and I welcome you all on W Qtech We will talk about YouTube’s content Marketing is called strategic marketing Now we will understand how to make it First let’s talk about content marketing What happens is a very simple language If we understand this thing then the content Marketing means getting people to buy your About your business, your brand, your product I will tell you but not directly marketing by providing information content By doing this, the biggest example of this today is yours in front that is ws cube tech you Tell us yourself how you can help W Cube Tech know today you know that w QTech is an IT training company. There are different skill courses provides you today if I talk to do that dubs cube tech how do you know So I think many of you have answered this will be through [music] youtube1 t you can know w Cube Tech’s Brand Building is Happening And the overall business of W Cab Tech it’s working and I always say that Content Marketing Is The Ferret Way To Do It Marketing is the most ethical and the most correct The way to do marketing is not that Everything else is unethical but content marketing In this case, you are actually giving something to the user. Even if you are giving him return content Providing blog content whether you You are providing video content but you are not giving it a you are giving value and if that value is given to him If you like it then you can do it with your Are you talking about the brand of your products? what are you talking about are you talking about services ho by the way if you are into content marketing and Complete Digital Marketing with us If you want to learn then please read the description box You will find the link to the form in that Fill the form and enroll us Now see in two days free demo classes here’s what i did this was the part of a Content Marketing We are here for you We have brought a video in which we are sharing the content talking about marketing and there I am promoting my product so this is One of the examples of content marketing Apart from that, when we talk about return content If we do, then we have many examples in that too. see you let’s see now as I typed a keyword here The web page on google2 is at number three It is ranking so let’s open it so c You can see a blog here It is open and we are talking about 10 echo Friendly Home Interior Design Ideas for 2024 now here if I scroll down a little bit I put it down here so here I The inspiration here is pretty good But here I am getting content Now you can get good quality here If you focus a little bit here Look on the right side they are asking me to Talk A Designer Abhi I am Interior Designing I have not come to take services, I am just And I have come just to get information but this You are promoting yourself here brother Talk to a Designer Talk to a Designer or you can see this in between Here they have done internal linking if I click on this here which you can see this get a quote means this You are taking me to the commercial page Right now I am just as a normal audience looking for interior designing ideas but they offered me interior designing Services Now Here It’s Content Marketing what i said is a very good way why is that a good way because what I have typed the keyword what did i type keyword design ideas now i am a I am a person, if you can take out my bye buyer pass so i am looking for interior designing inspirations so there are chances i I am not saying 100% but there are chances that I sometimes like interior designing If you need services then I am there Perfectly Targeted Audience for This particular website and this website is this This is not a commercial website Information website or commercial website is now commercial website information content creating and that content Their commercial pages are from google2 If she is cross promoting him then this is one of the best examples of content Now let’s understand marketing a little more What is Content Marketing? Whenever we do marketing, it is for this First of all, it is important for any field or You can sell any kind of products or services or whatever type of business you are doing Is it related to that, should people get information What kind of content do you want or are you looking for? want to see or read you will have to take that thing out It is very important to do analysis for this Lots of tools as well as keyword research You can take help of these tools Let’s talk about some of the tools that are quite famous first of all let’s talk about saraj now who This is Saresh, inside this you can find Keyword Magic Tool But if you go here, you will see a keyword and you can see that by entering that keyword Which information is related to Keywords people are searching for now are like Well I typed web here development course is ok which is not a good idea If there is any commercial keyword then search it and here I am saying this intent here But I select the information okay now you can see here it is Keywords have come that people are searching There are web development course related like what is web development course coding Ninja Web Development Course is a web Development Course Duration Web Development Course Syllabus Web Developer Course Duration courses in hindi like that then here you You can see these are the keywords of some information Let’s take another example like I did Type here a real estate related typed a keyword that is property in mumbai okay now when I typed this keyword I did the same intent which is information installed it and here you can see that people who have some information like this Typing the content here Monthly volume is also coming and most of the If you look, you will find competition here as well. If you are getting less then you can search for such keywords You can create high quality content like Is Suresh an example or are you someone else too? You can use keyword research tools for this Besides this there is another tool called Answer the public so this is a tool here as well You can enter a commercial keyword and get this Can you tell me anything else related to this keyword? These are the phrases that people are searching for If you want to know more information then when your Information content has come to you a On any one topic then you can create it there You can have very quality content whether you want It can be in blog format or video format. be into the content and post that content Time to develop your business brand products can do promotion so this is one if I In short let me talk so this is what Content Marketing Is and Content Marketing gives you High Lead Generation High Sales It gets the generation done and its biggest Example in front of you is WS Cube Tech Today WS Qtech is the brand you can buy who are looking for WS Qtech company You know the most important thing in his growth The important role is the content Now if I want to do marketing then I can do written content. Should I talk about video content or not? The content is right in front of you WQTech Of Lots of tutorials from youtube1 website as well as an example Tutorials Freak Tutorials Freak A high quality product from W Cube Tech Free tutorials platform is here You need special users of multiple domains of domains in which W Cube tech its Provides courses and training He gets all of them certified written You will get the notes now, which you All these notes are available here In it you will see that the ethical principles of W Captek Hacking courses are cyber security There are courses which are offered by W Skuptech provides he has been promoted So you can see this here, this ethical hacking tutorial is given and if you Want to learn it with us then you can see it here it is possible this way you are here only one By clicking you will reach our page From where you can get ethical hacking course If you can enroll then this is an example what do some people do now with that which is their main website You also get a blog section so you can Also on WQTech’s main website You will find the blog section in this blog section of different fields inside There are blogs as you can see Like here for example top 30 Essential Skills for Your Resume types of videos this is the kind of content and If you look here, promotion has been done here Information about your courses is now available Why do I need to create content? How to make my own good content You can also create a website and promote it yes but the information content is Your evergreen becomes the first thing and the second the thing most that Web development courses are being searched less What are you searching for the most? What is it? web development what is the difference between front end and back end development like this those information keywords that people Searching more than 70 much which By providing your high quality content Driving audiences to your website or Bringing it to the products is what we call it Pull marketing means you can make your audience feel good You are pulling people towards yourself by giving them content, aren’t you? You can take your products to them This is the best way for that Also when you create return content If you create blog content then it is your Pages that contain your blog content Pages that rank higher comparatively Are Traffic comes and that leads to your commercial pages they also start to rank w s The major traffic also comes from Cube Tech That either comes from navigation keywords i.e. by typing w cutek people themselves Search for website or information By typing keywords and pressing W there Qutk’s information pages are ranking is ranking the content and from there We get the most traffic so Hope you understood it in this video what is content marketing why It is important and I hope you can do it now in any other way. For the brand or for the business If you create a marketing strategy then content We will not forget marketing at all but Yes there are some things to keep in mind that high You have to provide quality content that google2t content marketing courses You will find the description box in You will also find a link to a video From where you can learn complete content marketing you can do this with us keep it up till youtube1 video Learning Social Media Marketing Can Be Really tricky but if you know the right technique And if you have a lot of creativity then It can be your cup of tea today in this video We’re going to talk about marketing using Social Media We will learn how to socialize Use the power of media to grow your business Can promote product and services That too organically, in this video we will tell you We are going to share seven steps with you Process which no matter which business it is and also we will provide some tools which is being discussed in social media If it will be helpful for you then let’s go let’s start the video hello everybody i I’m Harmeet and I welcome you all on dubs Qtech Using it in this way or on social media Uploading content like this is a post Do it so that it can grow your business Brand your products and services reach as many people as possible Because in today’s time, the number of people Almost everyone has a smartphone with them There must be some social media nearby will happen when all our targeted audience is waiting for you on social media Why not use the power of social media? By doing this we do our marketing Strategists can now make the most of the First let us quickly understand that after all they What are the steps that can be taken on social media In optimization, you have to follow the most First let me tell you that here we are talking about We will do it in organic way here We are not going to talk about AIDS here. But only organic way of content Now we will use the method that is Look, there are many social media platform but most of the countries The social media that is used in Mostly these are four Is it a senior audience or an adult audience? You will get more of it there if I talk to you do It is not likely that Instagram2 will get more audience That there is no senior audience but youth the audience is the most like that if I If I talk about Pinterest then women on pin The audience is overwhelmingly female You will find it mostly on Pinterest at the same time as that Or a job owner or a working professional and you will find the audience here You have a personal account in all of them And you get the option of a professional create an account or page as you Your personal account will upload videos is meant to be seen and youtube1 On these platforms you can become a professional You need to create an account if you are also using p if so then inside it too You will find videos complete videos in Go watch those videos and learn. facebook.in complete after that when you Once these profiles are made then we will give them Now when we optimize If we do it then we keep some things in mind We make sure that what is ours It is a business, its name and logo are at least Your business should be there with him What service do you provide, what products do you offer They sell all those things to you If you are a creative person or are interested in any field then you have to do this. if it is in then according to that do you want to make the content We are providing all those things to you Should be in bio or description Similarly, on every platform you will get If you get the option to add links, then like Suppose if I logged in to facebooksignup.in Optimize your profile for promotion It is very important to make a good DP of yours You must get phone verification done Okay, now it’s the turn of the trend Yes now next comes the turn to create content before or before deciding the content we Let’s check the trend to see which thing is popular It is running on a particular platform So, there are a lot of tools for that Inside it’s going like this if we can make google3 and put it in our If you align it with the content then it would be great Isn’t it like Yoga Day now? Yoga day is becoming quite popular, it’s ok Yoga day is also coming at the same time, so In case you create content related to this and align it with your content If you can trend by doing this then this is a technique There is a real time search for going viral the ends are even here so here you You can see the searches that are happening here. As well as you can in any country inside India You can also select it, for example, if you If your client is from Brazil let’s say You can see which one is from Brazil, brother? thing is trending and according to that You can create and post content like reel posts etc. If you can then this becomes an option with this Along with checking the current trend, you will also get you will have to do a Compton analysis of your What are your competitors doing that can harm your brand? Or is it the biggest compulsion of the business after all? What is a social media strategy? Its content is very popular which things are going well for him so now if If you want to do competitive analysis then There is a very good tool for this, let’s go We see the name of this tool is Social Blade So this social blade tool is multiple which accounts, without having access to them, he can do this I can see and tell which content is theirs it is quite popular so just assume that right now I do W Cube Tech here and let’s tell me about W Cube Tech Uploads are including stories and Everything followers how many are following What is the average engagement rate? How many likes and average comments do they get? How many followers come with them? How much has it risen in the last 30 days All the things are coming here daily How much are the followers increasing? You can see their analytics here It is being said that when do they have the most If you have got followers then you can leave from here You can do a wise calculation as to when these As the followers have increased Did they upload such content or Did they apply any strategy? You can also read their strategy. You can watch it by visiting the channel or your account yes and on which day their following is the highest it has been more as you can see saturday And on Sunday if I watch the previous two If I analyse the week then Saturday and Sunday Those who have the most followers in So this will help you in getting information about the peak hours. You can get the idea now that you have followed the trend I have analyzed my comput The analysis is done, now it is the turn content planning of content planning when we So firstly we need to know two things First thing should be how much frequency we have what type or format it is We are going to upload content nowadays on social media Reels in video format on media or In shorts format In story format Normal video format to image format You will get many of these formats in If yes, then which format do you want to choose? This also has to be decided first of all Let’s look at the frequency frequency if if you are good at it and You have a great social media team and Depending on the business, you can do it daily or Twinto If you are posting different types of content So like you posted a reel I posted a story but I can totally understand if you put five together You are managing five accounts for businesses If you are managing then this thing is enough If the situation becomes difficult then at least Try to make a schedule and stick to it. To follow it as per the schedule Try it if you post 10 times in a month. If you can manage then every week is yours You can upload 2-3 posts of yours. from instagram2 like if i talk to you Chat GPT’s promotion is very simple Also give a little information about your business By giving information, you can take inspiration from there you can see the content now here I have I made a very simple prompt here it is, I won’t even call it a promotion, it’s just Simple, I have given the command here that Create a Content Plan for Social Media For My Business Using Following Information What is the information? Name of the business I have mentioned the business type My business type is online furniture target location is india ok now here But you can see a little four GPT explain it to me a bit here and then Now he told me about these platforms Brother, on these you have your account you can make it now this told me that You didn’t exactly tell me that I want to create content but what type of content I told you what to make, like a product Showcases the high quality of your products Images & Videos of your Furniture Pieces Like you can make tables, beds etc. 360 degree views and closeups of the Products Before and After Look at the transformation, it’s very good The thing is these people are very much into furniture enjoy this kind of content like Mann So if I want to create a table, then before How was it before and how will it be after How is the painting? How will the painting be later? When she left, all those things became interior You can give designing tips here how to decorate a room if it is a small room How to make a small space look bigger or better Which furniture to buy if you have Like if a house of a particular style If you want to make it then what kind of furniture is good for it You can give such tips with your old customers who Happy customers are their testimonials In video format or in review format You can upload your BTS there If you can show me something amazing, You are making it in a very good way If you are making a sofa then its BTS can you show us that this is the thing we’re making Are you on sale, if anyone has brought any discount If there are offers then you can create content for them Yes, you can create educational content in which how to maintain furniture You have to take care of how to clean it You can make all these videos of furniture you are with the audience as well Q&A sessions, quiz polls or some such Give away types of content that you create yourself you can do it now here you can see a which is basic here content is created here from Monday to Sunday and Apart from this, you will also find monthly themes here Chart GPT told you something else Tools are also mentioned here which you can use By doing this you can make it effective Now look at what is here, a simple There are commands and it is pretty good that I found here But the response has been received and if you like it If you want to give a command then you can give it like this For example create a plan for 30 days OK, I gave this command, so now this is for 30 days A plan that will create it for me look at this day one day two and now I am going to give this I can also say create a table create a table is fine so that I can easily use it Can I copy paste it into Excel or workbook? ok so here i got an idea But yes, from here onwards we are just talking about ideas They are taking execution creativity Now you have to do all the things like arranging Furniture in small spaces now this topic You got it but how to perform it how to record how to edit It is up to you to do it, it is not the case that Chat JBT if we’re bringing it here Not everything has been replaced at all It’s up to you to put your creativity into this event so here it is copy this I will put it in my google2 now Later comes the matter of designing Creating and scheduling content Now our next point is content After planning comes content Scheduling is now available in many markets Content scheduler is available even We work on the platform on their own also has content schedulers such as for Example There is instagram2 from where you can upload content you can schedule it by doing it but if you If you want an all in one content scheduler Kava is a good option for him Other than that we have the most popular The option is Hoot Sweet now Hoot Sweet which it is a bit expensive if I If I talk a little about its pricing then it is approximately 2000 a month ok and but the first 30 days are what you You are getting a free trial, okay, of Kava If you want to use a content scheduler then You should buy the monthly pro version. it seems that is approximants It also has a content scheduler which is quite It is good if you go in recommended You can find the content planner here Now you can see the cool thing about Canva is this That here you can create content and earn money with your hands. hand you can schedule it because Canva is a very useful tool for graphic designing It is an amazing tool, so just assume that I can change myself from here any day Like let’s say I have a job on July 10th If I want to schedule content then I add I will click on Do I Want to Post like I’m taking this one post This is a browser, ok, where should I post it? If you want to do it then do it as I have linked here There are channels, they are coming as if one Pinterest is coming in addition to that if you need to do something else like If you can duel then connect In this you will have to take Canva and de day by day whatever scheduling you have done You will see it here and you can see them You can edit it, you can change it and make it your own You can see the full content here What have you planned, so content Planning & Content Scheduling Too It is more important now, this is the reason because at the end time i.e. like today if I have to post something so I am thinking about it today itself. can’t upload posts that would be very difficult for me okay so that’s why We do content planning first. Then we do the scheduling so that we Multiple Channels to Multiple Accounts We combine the accounts of multiple businesses into one If you can manage it together then content planning and Scheduling is very important by the way If you live with us, all these things Do you want to learn brand management and social media? media management to description box You will find the link to the form in that Fill the form and enroll with us Two days free demo of digital marketing Now when you have uploaded content in classes diya hai and you keep posting good quality Content then now comes the turn of engagement and Tracking is done so now engage your audience try every single message, every single comment from Please reply in the initial days okay even the feedback that is coming i.e. They are getting negative comments too Address it and understand where you are lagging We track your data as well Do it on any platform, whether I Try to create more content like that Create some creative content that will appeal to your audience Now you can join the creative content You can try reels, try stories you can try story telling You are a multiple post that has one in it You can run the same story and can be divided into multiple parts This thing is very You are good to go with your social media The strategy will never fail because Social media strategy works on one thing only But and that is high quality creative content if you have that then You post once a day, once a week Post often and your account will grow So today we understood the basics of social media Along with this, complete courses of social media You will also find it live on this channel If you want to learn with us, fill out the form in the description box And our team will contact you. If you like the video, please like it And don’t forget to subscribe to W keep it till kutake youtube1 video Learning so you are a

marketer and If a strategic marketer asks this question If you don’t know the answer then watch this video because in this video, we will talk about Strategies of Strategic Marketing What is marketing today? Why is its demand increasing and All about strategic marketing We will understand the basics in this video. So let’s start the video again hello Everyone I am Harmeet and I welcome you all on Cutec Recruiters are strategic Marketers need people who Now you should have knowledge of strategic marketing First, let’s understand that this what is strategic marketing Strategic marketing is a marketing but inside it what we have now Our business has specific resources By using them and the data we drive We have done all of them from our previous campaign We first make a strategy using And then launch the Market Marketing Campus we do this and we call this whole process If it is strategic marketing then this is normal See how it is different from marketing Normal Marketing and Strategic You can use marketing interchangeably You can use another word at one place maybe but a little bit here The difference is that whenever we If you are marketing your business then there we have some fixed set of rules Like if you want to do SEO then everybody knows that it is on page so i have to do it then off page so i have to do it Then link building has to be done on technical basis You have to pay attention to running paid ads So you know how to set a bid like this We have to run a campaign on social media You should do it every day or twice a week You have to post this is a basic set of There are rules but after doing all this Is there a 100% guarantee that I will get results? If you don’t meet me then it is useful there Strategic Marketing where you understand where you understand your audience the business objective of the company or I Should I talk to you, do you understand your boyfriend? and the data you have driven from where You got more results where you I have taken all these things into consideration You create a marketing strategy Exploring different platforms and not just one platform or All platforms are divided into different platforms But wherever your target audience may be is there you run an ad campaign or Now let’s do marketing as if Let us take an example, let us assume that your A client comes and his real He is in estate business and he tells you that A new building is being constructed and in that building the flats which are there or which are in that building The houses that we have are to be sold and For this he needs your help. Do marketing, what did you do for that business Created a website and started doing SEO for it ok did you do on page seo or off page Kia Technical Kia And Now You Are Waiting that after one month, after two months, after three months After that he started seeing the results here The situation is that the client’s According to him the results will come quickly I need it urgently i.e. within 15 days He wants the result and in such a case if two If SEO takes three months then That marketing didn’t help him at all So here we made a mistake This has happened because we have a I have not designed any strategy here yet The next thing that comes is then how do we If we do marketing then we will only do paid ads Now you will move towards paid ads also Started running ads but not that desirable I did not get the result because the The person wants to sell the property Or the buildings which have houses and very Luxury houses are very premium houses for this you have to target or So those who are working in very senior positions Professionals or business tycoons They had to target you for this now If we had understood the importance of selling buyers, we would have understood our If we had understood the business objectives then we would have It would have been known that in such a case the links which Or a very specific audience We had to target what it is so this is a This is a very small example to understand this before starting a marketing By designing his strategy, Understanding Resources in Resources Time comes and money also comes Attract your buyer by understanding your resources Understanding When You’re a Marketing Create a strategy and then do marketing When we start, that is what we call it strategic marketing but it’s not that before we start marketing we You have to make a strategy if you want to be a strategic planner. If you are a marketer then your work ends here You do not get the data from time to time Driving where the audience is coming from all the kinds of audiences that are coming Audience data needs to be tracked One has to analyze the data and on the basis of all those things You can also use retargeting or remarketing campaigns If you have to run then data driven Marketing is also strategic marketing is part of and has a name like Data Driven It is evident from this that by using the data Current on the basis of data that we have These are the figures, on the basis of them we make our Create a marketing strategy Next time if you are somewhere marketing Are you learning or doing some business? If you are doing marketing then ask these questions Definitely ask are you a strategic marketer and Just a Marketer Strategic Marketing saves you costs Saves time, saves your efforts and age compare to our traditional Marketing Strategy as Compared to Ours Traditional Marketing Approachability keep learning till then in youtube1 video If you want to become an expert and Practical Digital Marketing with us If you want to learn then go to W Cube Tech Digital Marketing provides you Live training batches of which are available You will find industry professionals here There are live classes with recording of the same You will work together in real time on projects and case studies of the same Side by side quiz and text as well as Free domain name to practice Hosting and not only this Placement assistance is available You will get the link to the form, fill that form Do so and our team will contact you and you can call on these Competitors in Numbers Competitors Marketing What happens in competition catering, that is not the case which are open to you but those businesses are There are brands that have already reached that point you have reached where you want to reach that is, they already have that traffic which You want them for your business That much branding has been done that you can If you go for business then go for marketing Competitor means inspirations That is, those businesses as far as their marketing strategy or what is already Doing very well in marketing We need to become like them and learn from them, so this is the real meaning of computers in the field of So today in this video we will talk about marketing will make competitors more competitive First of all, we will understand the computers through analysis Let’s hear what your right competitors are who is with him what about us computers Let’s check which are such parameters On whose basis we do competitive analysis What tools are used for that? we will understand this also in this video watch the video till the end because the whole video In every minute you see something or the other So let’s learn, let’s get started, hello everybody i harmeet welcome you all on w Cube Tech That Competition Those Websites and Those Brands Like whom we want to make our business or brand Do you want to take it or take it even better from them those who have already been here for years want to go today He is in the market and is the king of this market We can take inspiration from them that what are they doing in marketing Competition is not a negative word in Marketing but it is a positive word Because these are the websites from where we First of all let’s talk about taking inspiration How will we identify our competitors? So look, you will get a lot of tools And sometimes they will give you wrong advice too But I will give you a very simple I am telling you the method, by using this you can get multiple By using times you can easily beat your competitors if you can find it then what should you do You should first go to incognito mode You have to open the browser and You want that whenever any person uses that keyword Type it google2 will come out, let’s take another example Like when we talk about home cleaning services So let us take an example now like take home cleaning services okay so I Type here Home Cleaning Services in bangalore okay now when I press enter Now see all these computers here there will be no problems, first of all you should see this Look, here you can see the top three These are our paid ads, right? If there is ads then if I talk about ad competitors Let’s say you are running ads, then here From this you can see that your At the time you are running ads, who else From your competitors who are running the same ad These are your local listing sites. Who are your top competitors in local listings they’re coming over here okay but if If I talk about websites then these are our Remember one thing on Compton, many times you No listing sites will be visible here Listing sites means as you can see Like this Just Dial is coming here Just Dial is not the competitor of your website If you provide a home cleaning service So Just Dial is a listing site so it you can leave this this won’t be covered in the category of a competitor okay you Remove all listing sites which are such sites which Directly services or products providing similar products Or the exact same products are ours what is it, if it is computers then you can see it like No broker is here Urban Company is here Gaya Vijay Home Services has become clean Fanatics ho gaya hai na tex squad team isn’t it so, leave it at that house Cleaning services are pink clean so this Our competition has come, now even in this You can remove four or five computers at a time. yes and you can analyze them let’s do one And let’s discuss the method of this tool If you take help then I am using it for this this particular website that is similarweb.com similarweb.com I hope you liked this website You must have heard what is the good thing about this website is here you will enter the url or your enter the app and it will tell you that of this app or this website This is not competitive so I want I suggest this but let’s see it once then I House cleaning related website is here doing the adding hmm ok and let’s search for more You will get a lot of information from this About the website like traffic etc. is it done or the bounce rate is done on the pages I visited but you were last If you go and scroll down, you will see this You will find competition sites on the website But again, as I say, I I have searched this so many times The results are not always very accurate but We can see stills like one.com here something is coming after paying let’s see ok so this The website is an e-commerce website. so here it is very good so I got the result I did not show you but still I told you the way The easy way is told google2 is ok but you can try this also yes that website I told you about is a You get the right results for this Apart from this, we can try another tool that This is s.com you will go to s.com website If we enter then here we will see the domain overview I went in and entered the same domain here. I have searched and found a lot of it Information is coming that we are all At the end of the video we will talk about don’t worry You can scroll down a bit here. So here you can see the main organic If it is coming on competition then you can see it here Maybe these are some of our main competitors now What does organic competitors mean which are running organically and not paid Because if you assume there is a person in the tree Spending 1 lakh rupees a month and running ads If he is there then he will not be a competitor which will rank as organically as us If so, then these are some things coming to your computer Commercials are ranking on so many keywords These are the total keywords on which they are ranking okay the level is also coming here so Even if you open it and see, this Exactly home cleaning services website and yes it is the direct competitor of this particular website so this is a very A good tool to know your competitors now when If your competition is over, then now analyze them On what basis will it happen and how will it happen? Let’s see If we understand this then now computer analysis is You can basically do that in three parts The first is website analysis, in which your How much traffic is the website getting What is the source of traffic and how can you rank it? You can see on which keywords it ranks and also doing SO audit of that website You can do that from SO’s point of view. what is missing in it how is it done on page Which keywords has he targeted back How many links does he have? How big is his network? O RM he is big, what kind of thing has happened to him, so this All the things which are on website basis you Now you can analyze some things in this you can do it manually, manually means its By visiting the website and checking on page etc. You can, but if you need this thing a little quickly If you want to do it in more short then you can do it here The tool that I told you about is Sarge You can use it now in Samaresh as soon as You will go to the domain overview and your You have to put up your own competitor website No, your competitor’s website If you search by putting this then you will see a lot will come out here first But the authority score is coming so the authority If the score is out of 100, it means that It means how much percent of the traffic or can you say how high the chances are that it will rank on keywords so this Every platform has an authority score This is calculated differently, so we call it You can ignore it if you look here Organic Search Traffic That Is approximately 55000 is ok and this is There is traffic but I remember the month Keep away from paid search traffic i.e. paid search How much traffic did they get from this ad I have tried to run it but more than that or So they did not have the budget or they did not have much Result not found Backlinks which are available in this The website is made of total 1 That means 1000 back links have been created here if I click on this From here you can also analyze back links Here you will find where to create back links How many do-follows are there and how many no-follows are there? You will get all the details from here I won’t tell you everything Please try this yourself as well on the website and your competition or your If you analyze the website then here You can see no follow do follow here and many more things coming And you must explore the right of that only From which country is the traffic coming later? like if 00% of the traffic is sent to this world Wide is coming so out of which traffic is on 99 He is getting organic traffic from India This is a graph of how it has increased ok, apart from that you can see all the features etc. If yes then there are many such in review sections. which has popped up isn’t it site links etc. it did not happen like search means Well for that you need to learn SEO on the engine. You will have to complete it in SO, we will try this we do that our website is the Search engine result pages have different There are segments where our website ranks Review in Knowledge Graph is in Snap No, I am with him, you can see it here This review is in the snow pit and more images This is ranking in the section it is very ok with that this top Organic keywords are coming here All organic by clicking on view details The keywords on which it ranks will be removed. and because of which it has been most Home cleaning if there is traffic This particular keyword in services is 000 approximatively of this keyword there is traffic and 6 of them Approximately the traffic is this Vijay wali The website we are analyzing is He is getting 50000 for 6 ok Apart from that, what kind of keywords is it working on? he is ranking he is coming here keywords commercial keywords like this In addition to ranking on keywords Branded keywords or non-branded keywords How much are the keywords ranking for? Branded keywords means navigation keywords in which the brand name is coming ok Apart from that this Compton keywords they ran ads on You will also know on which keywords you have run the ad it’s clear from here okay so this is one we You can analyze the website point of You can visit other websites from the view and view it Analysis of the content on its page If you can do the analysis then it is done Website analysis, let’s talk about that Let’s do social media analysis What do we check in our analysis of the media? we see that what is our How is the competitor’s social media presence? How many followers does he have and how many engagements does he have? Just see how he is getting followers One can also make a purchase, but How many engagements are his posts getting? But how many views does his reels have? How many likes are there and how many comments are there Along with this we will check its content planning We decide when and how much content will be posted What type of content are you uploading? Even the top content that is loading which one is that then you can see all these things on social media We do this in media analysis Mostly things you can do manually of instagram2 and from there you can check yes but if I talk about the tool then its There is also a tool for this which gives you a very in-depth view If it will do the analysis then this is a website There are many other websites too but Mostly they are paid while this is a free website in which you can analyze your computer Maybe we have talked about this before So let’s say first you have a user You have to enter the name on which you want to check As How many followers does Facebook have? What is the engagement rate and average likes? How much are these now you don’t have to manually You will be able to know how many average comms he has Apart from this, you can see date wise here Traffic is coming that date wise their How have the followers increased from here Your most active days are You can check it along with the time Also how have they increased? In this you can see what time it is brother In which day do they have the most followers or In which month did he have the most followers? If it has increased then you can see that What was their planning for the month? Content You can see what he uploaded If you can then this is a basic competitive You can do the rest of the analysis from here Most of the competitive analysis is your social Going to the media will make it more competitive Whenever we talk about analysis, we talk about Do most of the content planning What kind of content did they post after all? We check when the content is uploaded and On that basis we do our content planning and let’s do our content scheduling okay So this is a basic analysis in social media You get what we do with it What is our paid campaign analysis? There is competition, what kind of ad copies are being made How much budget are the creatives investing How is he and which people are he with? This whole thing is targeting key words When we analyze paid campaigns, we also when you do it then you see facebooksignup.in Apart from this, we have discussed the paid tools like we talked like we talked about the same rush So in the same rush when we did a domain overview So you can see it here below, scroll down So that you get these things here also as you can see it will go You can see advertising research in this If possible, then first of all our computers On which keywords are they running ads? and how much volume is there on it, it is here Paid position distribution is coming here But it is being said that how many ads they have on the first date How much is it ranking second or third Are they ranking or else, meaning somewhere else Apart from what rank they are getting, The main page of the website we have uploaded Who is compat he is coming and simple text Ads means how do their ads run? If she is coming then look here she is also coming So from here you can see their copywriting what are you writing like this These are the headings, these are the text If you are posting then take inspiration from here You can use this to make your ad copies you will get an idea here Competitive analysis is a very It is an important thing whenever we do marketing Let’s talk about strategy or Let’s talk about strategic marketing So whenever you start any marketing If any business is competitive then

By Amjad Izhar
Contact: amjad.izhar@gmail.com
https://amjadizhar.blog

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