OK, welcome back to part 2 of your training & before we get started I would just like to draw your attention to the free, comprehensive step by step pdf workbook that I will reference during the training. You can access it below. I will refer to various checklists that are included so you can easily locate these. It is worth watching the training through before you refer to it so that way you can relax & take in the whole picture before getting stuck in. There are also 3 other things I would like to reassure you about before we get started. First up – this stuff is really straightforward. Sure, there are some phrases & terms that you may not be familiar with, but it really is quite logical. You don’t need a degree in anything to get your head around all of this & don’t let anyone tell you that this is not something that an expert can do. You can do it, believe me. Secondly, what you are about to learn is really, really important. Think of it as being the foundation stone of your online success. If you get this even half right (which you will) then you dramatically improve your chances of success. Finally, I have looked at tens of thousands of websites just like yours & I can give you a cast iron guarantee that the vast majority of small business websites do not implement the techniques I am about to share with you. All you need to do is follow the step by step instructions & take action to implement them. Now, I know from speaking to many, many business owners that implementation is the one area that holds them back when it comes to this sort of thing & that is why later on in another training module we will share with you a way to get all of this stuff implemented by someone that you will manage & who will do all of this for you at a really low cost. They aren’t affiliated with us or anything like that either. OK, so let’s get cracking.
What Are Keywords?
So, first of all, what are keywords? Keywords in their simplest & purest form are the search terms that people enter into their favourite search engine (that will typically be Google) when they are searching for something. Companies like Google have developed really complex programmes called algorithms to help match people using their search facility to the websites that most closely match what they are looking for. When you consider that there are hundreds of millions of websites then getting a high position for a website can make or break a company. As we go through the training we will introduce a number of techniques with you that will influence your position in their listings, but at the most basic level, keywords help Google to understand who you are, what you do, where you are etc.. But fundamentally Google is a machine – OK a very sophisticated machine, but a machine nonetheless. In common with all computer systems it needs to be fed information & this is where your keywords come in. It uses keywords to help it to categorise you in the first place & that is why this part is really important.
Why Use Keywords
The thing is that this is where you have a chance to influence Google. It is a bit like an open book exam – you are in control so you need to pick up as many points as possible. As we progress you will find that as you start to need help from other people & their websites you have less control so it is really important to make sure that you take advantage of this possibility and following what we will share with you will enable you to get off to a flying start.
Run A Keyword Audit
So the first step is to perform an audit of the keywords that you have right now on your website, page by page. We show you how to do this in the workbook & it is very straightforward. Just follow the steps we provide for you & there is a form for you to use to fill in the results on page 16 of the workbook. The idea is for you to see how much potential traffic you could get if you were in position number 1 for your chosen keywords. Now for most people the keyword audit is quite revealing because they often find that the keywords that they have in place right now are not getting very much traffic at all. Now that might not be the case for you, in which case, well done, but in my experience most people will not have much traffic with their current keywords. Also another thing that people discover having done this is that maybe they only have a very limited number of keywords chosen, so maybe they need to cast their net a bit wider.
What Are The Best Keywords?
So what are the best keywords? Well usually, like Goldilocks, the best answer is the ones that aren’t too hot & they’re not too cold. What I mean is that the hot ones are the ones that get thousands of searches each month that they are so competitive that there is no chance of getting a high position, or that they get so few that they aren’t worth using. You want to aim for ones that get good traffic but where there isn’t so much competition. In a nutshell it’s a question of choosing your battles & there is a really easy way of doing this.
Initial Keyword Ideas
First of all pull up a list of initial keyword ideas using the form on page 18. Again, we give you step by step instructions in the keyword workbook below to help you & we give you a link to show you where Google provides all this information. This is like a brain dump right now, we just want to get all your ideas down on paper. Don’t forget to include your area too if you are a local business – include the towns or areas that you operate in.
Analysing Keywords (SEOQuake)
The next step is really important & we are going to use a tool called SEOQuake to see who you are up against for each keyword. This tool will work with the Firefox & Chrome browsers so you may need to just download one of these & we give you the links in the workbook. It is a really useful tool because it shows you some useful information about who you are up against in the results. In particular it will give you the Google Page Rank or PR of the sites in the Google listings. If a page of a website has a low PR of 0 or 1 or 2 then that is not a very powerful page & probably not a very powerful website. If a page has a PR of 5 or above then that is a powerful page & a sign of a powerful website. Now Page Rank is a bit old hat these days, but it still is a good way to judge the level of competition very quickly in the search rankings. We even have a video for you on the resources page of our book & that link is in the workbook. Remember, all we want to do is to get a feel for who you are up against for each keyword. If the average for page 1 is a 1 or 2 & that keyword is getting good traffic then that is one to go for. If the average if 4 or above, best to move on.
Again, there is a form to allow you to keep track of this & from your initial list of keywords, get rid of the competitive ones & keep the low competition ones with decent traffic.
Using Your Keywords
Once you have your keywords you need to update your website & this is where you get a chance to influence Google & the other search engines. Probably the most important way to achieve this is by updating your websites Metatags. These are just pieces of html code inserted in each page of your website that Google reads to understand what you do. If you do a search in Google you can actually see the content of other people’s websites. In the case of Amazon for example it is highlighted here for you to see.
The 2 main ones are: The Page Title Element which is considered to be the most important metatag and the Meta Description which helps to categorise pages
Create a Keyword Page Map
The first thing to do is to decide which keywords you are going to use on which page of your website. Try to mix them up a bit. Some will be easy because maybe you have a particular service on that page, but make sure you cover every page of your site. Don’t leave any gaps! Use the form on page 21 to keep yourself focused & record each page. If you do the preparation now it will pay dividends for you for a long time to come.
Page Title Elements
Now you need to create Page Title Elements for every page. Use the form on pages 22 & 23 of your workbook to keep you focused.
Create Page Title Elements for Every Page
It is really important that you create the Page Title Element as follows: Only use between 60-70 characters – that is about 7 to 10 words for the Page Title Element. If you use less you are missing an opportunity & if you use more then Google may penalise you. We show you on this slide what the code looks like but you can find all of that in the workbook.
Do the same for the Meta Description & use the form on pages 24 & 25 of your workbook to keep you focused. With the Meta Description you can create a 180 Character Summary (about 20 – 30 Words). Again, the html code is in the workbook but unless you have ambitions to be a designer there is no need to get your hands dirty as we show you later in the training.
Create Meta Description Metatags for Every Page
Again, make sure you create one for every page of your website. This is something people forget – remember this is an open book exam so claim all the points available.
Next we need to update your URLs & that is just a fancy way of saying your page names. If you place your keywords in your page names then google likes that. So rather than call your pages “services” as in the example here, better to call them “/green-widgets” or whatever it is you do. Now if you offer multiple services & you already have a page called services then that is ok, but just create extra pages for these services & name those pages accordingly.
Create A URL Map
Again we exlpain all of this in the workbook & there is a URL form to help you plan all of this on page 26.
The next important part of every page are the headings & they are important because they help google make sense of your pages. They are exactly like when you use headings when you create a document in word or google docs. They just create a logical order in the page & this helps Google especially when you include your keywords in there.
3 Main Headings
There are 3 main headings, H1, H2 & H3 & H1 is the most important.
Write H1, H2 & H3 Headings
Again, full details are in your workbook & there are forms to help you keep track of them all on pages 27 to 29.
Create Headings for EVERY Page
This is what they look like & as always – include them on EVERY page.
Install Google Webmaster Tools
Finally, there are 2 important tools that Google provides that you need to use for your website. First up is Google Webmaster Tools which allows you to quickly see your website from Google’s perspective. If there is a problem with your website’s visibility in Google’s database, it is important to find out about it as quickly as possible and this is the place to do it.
Install Google Analytics
Now that you are getting to grips with your website, you’ll want to make sure that you can see how many people are visiting your website. Google Analytics is a pretty amazing set of tools that allows you to keep an eye on this, as well as a whole lot more.
OK, we’ve covered a lot of ground here, but this is work that will pay you back handsomely in the future. Also, bear in mind that most of your competitors will not have given their website anywhere near this level of attention so that is an extra incentive for you to do this. If you just refer to this handy checklist which you will find on page 13 of your workbook then you will be just fine.
Next Up…How to Stop Your Website Becoming Invisible
OK, now that we have created the foundations for your website, we are going to take things to the next level & show you how to make sure that your website is not invisible & that it starts to really climb up the search rankings.