How to get found in Google, covers Keywords and On Page SEO (Concise Webinar)

Concise Webinar How to get found in Google
– Keywords and On Page SEO Presenters: Richard Keeves and Gareth Lane,
Concise Digital Richard: Welcome to this concise webinar. Today’s topic is SEO (Search Engine Optimization)
and how to get found in Google. We look at how to find the right keywords
and show you some handy tools we love. Then we look at on page SEO which is all about
where to use your keywords on your webpage for best SEO results.

As I say my name is Richard, a director of
Concise since July of this year. Gareth, introduce yourself to those few who
don’t you. Gareth: For those who don’t know me, I’m
a founding director of Concise and technical checker. If Richard starts talking a whole heap of
nonsense I will let you know and talk some more nonsense instead. Richard: Just a quick bit about the concise
webinars. As I say these are going to now run every
couple of weeks. These are intended to be concise obviously
but also educational not full of sales pitches, not a lot of waffle, getting to the point
and covering specific topics of things that hopefully have got to be useful. If you’ve got any suggestions about topics
then which we’d love to hear from you about those.

Before we begin just a couple of housekeeping
things. This session is being recorded and will be
available for viewing. This is an interactive session. As you can see they’re on screen. Gareth is going to be running through some
demos of some tools that we use. If you’ve got any searches that you would
like to have done during the webinar please type them into the chat box and we will hopefully
get to those and demonstrate how the tools work using those searches that you’ve got
in mind. I guess, one thing that we’d love to tell
you about is the SEO magic wand. Everyone seems to want one of these. It would be quite a useful thing if it existed
but the said and bad news is there is no magic wand. This stuff takes time. Anyone who tells you that they can do SEO
easily, guaranteeing results and will show you on the first page of Google very quickly
is generally playing with themselves or pulling your leg. The best way to get on the first page of Google
if you want instant results is to use Google Ads.

Organic search rankings takes a lot longer
but obviously once you’re there if you can maintain it then you are able to get traffic
to your website at no charge which is obviously better than Google Ads. There’s a balance. For someone who wants instant results use
Google Ads. For someone who wants to build up over time
so that you have traffic coming to your website, SEO (Search Engine Optimization) is the way
to go. Typically what we recommend to people is to
use a balance. Get the SEO work happening but balance that
with Google Ads. Then once you start to get rankings for the
searches that you’re after. You then don’t need to use as many ads typically. Let’s get into it. To start with the key to getting found in
Google is to actually understand what your customers are searching for.

This may seem very obvious but a lot of people
miss it. What this goes to is the language of today
is the search intent or the user’s intent. What is it that the person who is searching
actually wants to get? What is their goal? Google is getting very clever. You probably all know that. That is no big secret but Google is getting
seriously clever. It tries to assess what each of the searches
is looking for and then to deliver the results to meet that specific intent. The intent can vary. It varies with text, whether they’re doing
a text search or a voice search and obviously depending on where the person is in the buying
process, whether they’re just trying to research a topic or whether they’re actually
wanting to buy and buy right now. It’s about making sure that you can understand
the intent of the person and what keywords they use to do the searches and then to deliver
the content that satisfies that. I guess the key here is the person’s goals.

Think about it when somebody is searching
what is the goal. What is it that they actually want? There are some tools that are available and
some of them cost money. Some of them don’t cost money. Some of them used to be free and now are going
to be charged for. We’ll tell you about one of those in just
a minute. SEMrush is very good. Our SEO guys at Concise use this along with
various other tools. This is something that you pay as a subscription
for. It’s very good. It’s very powerful. Often it’s overkill if you’re trying to
do SEO yourself but it’s certainly a handy thing. There are others as well. There’s one called Keyword Sheeter that
helps you identify a whole bunch of keywords that may be relevant. Its cousin Keyword Shitter, another tool and
you can get bombarded with keywords. The tool we love is Keywords Everywhere. This right now and as of last night and in
the last few days when we put this presentation together for you. Right now it’s a free Chrome extension.

We’ve actually noticed this morning that
this free Chrome extension is now going to be paid for. As of October 1 it’s no longer free. There’s a small charge based on the number
of searches and keywords that it delivers. I think they’re now going to charge a dollar
for every 10,000 keywords that it processes partly because they’ve got cost. This interacts with Google’s API and pulls
out information from Google. It is at the moment a free extension to Chrome. We strongly recommend it. We use it. The fact that it’s now going to be charged
for won’t stop us from using it but it just changes a teensy bit. One of the key things with Keywords Everywhere
is understanding that it’s quite powerful and Gareth will show this in just a sec but
you can set your location, you can set the location that you want it to pull results
for. This is a useful thing. This is a useful thing. As an example, if we did a search for how
to build a dog kennel. With this extension turned off the Google
search just shows you what you normally expect.

When it’s turned on it actually shows you
the volume of searches that are done in a month in a location that you have selected. It also shows you what Google estimates to
be the likely cost per click that you need to bit to get an ad in there for this keyword
and also the competition for that. This is really helpful information to start
with but Keywords Everywhere does more than that. It also shows you search volumes for related
keywords and not only that but also for other terms that people also search for.

How to build a dog kennel, one of the related
keywords as you can see here how to build a dog house. I thought they were called kennels but it
turns out a lot of people think they’re called houses so it goes on. The other terms that people also search for
are particularly handy. Gareth, over to you mate. You can do a little demo of how this one works. Gareth: Screen sharing now, assuming this
works.

Mic check. Richard: All good. Gareth: The application only works in Google
Chrome. That is a browser. That is this little colored on down here. If you’re wanting to use this tool you need
to use Google Chrome. If you simply Google Keywords Everywhere or
go to KeywordsEverywhere.com you’ll be able to follow the process to install it. Until last night it was free but as with all
the things someone needs to make a bit of money out of it at some point but they are
only charging a dollar or so a month so it’s not the end of the world. Once it’s installed you’ll get a little
thing that pops up in here with a little K in the top right hand side and you can turn
it on and off. It can get quite annoying for some if you’re
sort of Googling for a new house or some cars or something but otherwise you can turn it
off.

One key thing to point out is there’s a
number of different locations. If you’re doing some research in Australia
make sure you selected Australia. If you’re a global business you can click
global or there’s Canada, India, New Zealand, South Africa and so on. I’m just going to click on Australia. Then what it does is every time you Google
something for example pet warehouse. It will add a whole selection of data to these
terms. What Google has popped up here are related
and suggested search words to do with pet warehouse. You can see next to each one there’s a number
that says 320/MO. That means that on average over a 12 month
period there are 320 people a month in Australia searching for that term. The number next to it that says $1.10 is how
much a cost per click bid would cost on average.

It’s not that accurate. If you attended the webinar the other day
you would have learned about quality score and so on and how that dramatically affects
that price. If you didn’t there is a video recording
of it that we can send you if you’d like to learn about that. Then the number on the end is actually a percentage
with one being the highest. It’s to do with how competitive that keyword
is. If it says 0.09 like this one does then that
is the equivalent of 9%. That is a pretty easy one to compete on. In addition to that you get a little strip
that appears underneath the search here that gives you the volume for the term. The cost per click bid and then the competition.

There is a little star next to it which allows
you to add it to your favorites. If you’re doing this for your business and
you selected 10 or so terms that you want to keep a track of then you can add a little
star and then in the application itself if you click back up here it will go into your
My Keywords list. Finally down on the right hand side as Richard
mentioned just before it will give you a whole heap of related keywords and then things that
people might also search for that it thinks are relevant. It’s a really handy tool to help people
or help businesses or website owners work out what people are actually Googling and
how competitive those things are. Richard: As of today it now says Keywords
Everywhere will be a paid tool from October 1. That only came in today. Gareth: There was a question from Kirsten
regarding voice search. I’m just going to speak to that very quickly
and Kirsten if you want to follow up with me by email I can point you in the direction
of some other tools.

This is to do for everyone else’s benefit
with voice activation like Google Assistant or Google Home. It’s a complete change in the way that consumers
use search engines. If I’m on my computer I might just use the
keywords like pet warehouse but I would never say that in speech. If I was to ask my Google Assistant where
is the nearest pet warehouse it would also start with a question. It would be where is the something or it might
be what is or how much. If you’re doing keyword research and you
want to make sure that your site ranks for voice search you want to look at question
based searches. For example you could say to Google Ok Google,
how much do flights to New York cost? Like that and then you could then do some
keyword research based on that. I don’t know if you can hear my microphone
in the background but my little Google Home is trying to answer that at the moment. It’s listening constantly.

Just keep that in mind. Anything else you want me to cover on that
Richard? Richard: No, that’s good. Gareth: Ending sharing. Richard: The next question really is where
to use keywords on the page. A lot of this you may already know but hopefully
they’ll be some distinctions around that. There are various elements in which to use
the keywords. Some of those relate to where the keywords
are shown. This is an extract from Google search engine
results page obviously. The question I typed in is what is the best
dog food? What came up for this is these particular
entries. What you can see is the information that is
on a particular page has got the keywords in it and is being used in the page title,
in the page URL, in the meta description and if there are categories then it can also be
used in the category page names.

The meta description specifically is not used
for search engine optimization. Google doesn’t place any value on the use
of keywords in the meta description but as you can see it appears in the search engine
results page in the snippet. The purpose of the meta description in this
case is to make the snippet enticing so that people actually click on it. Where to use the keywords? The page title, page URL, the description
in the page category names. If we then click on that particular page,
what you can see then is that the keywords are also used in other places the header tags,
the H1, H2 and H3 header tags. The image, the name of the image and also
the alt tag that goes along with the image. Obviously using keywords in text content. If you’re going to be having videos and
if you’ve got links on the page then all of this can help the ranking for the keyword
within Google.

Now we’re going to introduce you to another
one of our tools. This is called SEO META in 1 CLICK. That is its name. This is a free extension and as far as we
know it’s not going to change to be paid in October 1. To look at this one, if we look at that same
page and turn this particular extension tool on and activate it what it will then show
is the metadata about that particular page. As you can see it’s got this information
here about the title.

You can easily see the description. You can see how they’ve used various things. This is just a screenshot. Gareth is now going to do a little quick demo
of this particular extension tool. Over to you Gareth. Gareth: See my screen okay, Richard? Richard: It is coming to me now. Gareth: This is a website that we picked. This only works in Google Chrome and once
you have installed their extension it pops up here in the top right hand side and then
you can click on this and it will load up some information. For example the title, the meta description
here, if there are any keywords that it has picked up on the page, what the URL of the
page is, some other information, the headings, how many heading tags there? A lot of this can be fairly quite technical
but it is once you sort of started playing with it for about 10 years you’ll find that
you’ll know it off the top of your head. Richard: Gareth, can you go through those
tabs headers and image? Gareth: Headers, these are the heading 1,
heading 2, so on etc. it condenses the page and it’s really quite a good tool for auditing
as well.

Images, it shows you how many images it has
picked up on the page, how many don’t have an alt tag, how many don’t have a title. There’s also links to running a page speed
test in there. There are links to and from the, inside the
site. How many, ones that are unique, ones that
don’t have a title, if there’s any errors. There are social links as well. Sometimes it’s not entirely accurate so
just don’t take it as gospel but it’s pretty close.

There’s also some also for the tools that
it links to quite nicely. I’m just going to show one other thing that
is also quite handy from Keyword Everywhere. If you click the app extension and click the
one that says analyse page it will load up another screen which will do a check of the
page that you are on for all the keywords that it can find on that page. It will tell you where it found it. T for title, D for meta description and then
headings and then densities is a percentage based on how much of it it finds on that page.

How many occurrences and then it will give
you all the monthly volume and cost per click data and computation again. It’s a very handy tool. It’s well worth the one dollar that they’re
planning to charge. Richard: Just on that. There’s a couple of reasons for using these
tools. One is to analyse your own pages and see what
is going on on your website to understand what keywords are in the page and what you
may need to add in or may want to add in for each particular page.

The other thing to use these tools for is
to analyse your competitors. To understand for a particular keyword that
you want to rank for, understand who are the top 10 businesses that are already ranking
for that and then go in and analyse that top competitors who are ranking ahead of you and
understand what they’re doing, where they’re using the keywords and what keywords they’re
using. By doing this analysis and it does take time
but by doing that you can understand why it is that your competitor’s pages are getting
ahead of you and you can then start to do something about it. By the way, this session is not encompassing
about every issue to do with SEO. There are other things that you need to be
looking at.

This is about on page SEO. There are other things that you need to do
with your website to make sure that Google thinks that your website is an authority on
a particular topic. That is going to be covered in another webinar. This is not be all end all of SEO and how
to rank in Google. This helps you get an understanding of how
to get your pages ranking but there is a heap of other things to do to have Google understand
that you’re an authority in this particular topic whatever it may be. Where to use these keywords? This is something that we aren’t going through
specifically in this webinar because this is concise and we will produce this into a
handout, a PDF. Whereabouts to use the keywords and where
not to use them? Also a mock-up of a page. Typically a good page article is somewhere
between 400 and 1500 words. Don’t be frightened of long content.

What we’ve got in this particular page mock
up is where to use the keywords, how to use them, where not to use them. If you want this this is free to people who
have attended this webinar. It will be on the Concise website later on
some time but for the moment it’s for webinar attendees only. If you want this please send me an email and
I will send it to you. No charge, no obligation, no nothing but we’re
just restricting who is getting this at the moment. The other thing that I should mention is the
clever webinar system here has added a little link at the top that you may see. If you want to have a chat about any of this
stuff and you would like to schedule a chat with me about it then you can click on that
link and organize an appointment like a meeting, 15 minute, 30 minute phone meeting, Skype
meeting, whatever it may be or in person just to talk about your particular situation. That’s it from our concise webinar.

Now we’ve got some time for some questions. If you’ve got any questions please add them
into the chat box. Gareth: I think I have answered the ones that
have come through so far. A few people asked for the webinar link. I’ve pasted a link to the YouTube video
in there. If anyone has any keywords that they would
like us to try on screen then they’re more than welcome otherwise we’ll wrap up. There is a question coming through from Andy. Is it possible to still get good SEO results
if my webpage is primarily images? Richard: The answer is yes but it’s harder. Gareth: It’s harder. If you look at Google’s websites you’ll
notice that they’re all full of text. They’re pretty good at leading by example. There are ways around it. I would encourage you to potentially look
at ads instead because the SEO because a fine line between a really nice looking website
and one that ranks in Google.

Depending on whether or not there is keyword
volume for the type of words that you’re trying to come up under you may find that
if it’s a very specific niche area in a niche location it would be far more cost effective
to use Google ads rather than trying to spend a whole heap of time and potentially money
if you’re going to pay a third party to do it to try and optimize your site. It can be done but more difficult.

Richard: If you’ve got any other questions
please feel free to contact us after the session, schedule a chat, send an email or whatever. Just a quick thing. We do have a couple of other webinars coming
up. On October 8, how to write product descriptions
for good SEO and also to sell product obviously but there are some things that are really
important to know about how to put product descriptions together.

On October 22, one of Gareth’s favorite
topics, how to set up goals in Google Analytics. You can schedule yourself into that one if
you want. Gareth: If you don’t like math I suggest
not attending that one. Richard: If you want any more help please
give us a call or send us an email. Get in touch somehow rather. Thanks again for participating, for joining
us, trusting us with your time. Thank you very much. If we can help you in any way just let us
know.

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