1 00:00:00,080 --> 00:00:03,120 Today on the Winning with Shopify podcast of our most 2 00:00:03,120 --> 00:00:06,320 popular 5 episodes, three of the five were about SEO. 3 00:00:06,400 --> 00:00:08,240 That is showing initiative. We like that a lot. 4 00:00:08,240 --> 00:00:10,320 And AI crawlers we're going to talk about a little bit as well. 5 00:00:10,480 --> 00:00:13,920 You've got to have great unique and informative content and link 6 00:00:13,920 --> 00:00:17,360 building brand awareness. Sometimes if I have a whiteboard 7 00:00:17,360 --> 00:00:19,720 or a piece of paper in front of me, I start drawing boxes going. 8 00:00:19,720 --> 00:00:21,760 That's the web page. And I was drilling a hole and 9 00:00:21,760 --> 00:00:24,040 the wall was a lot stronger than the drill bit I was using and 10 00:00:24,040 --> 00:00:26,560 the drill bit snapped. So my first search online was I 11 00:00:26,560 --> 00:00:28,640 need a masonry drill bit near me. 12 00:00:33,000 --> 00:00:35,200 Hello and welcome to another episode of Winning with Shopify 13 00:00:35,200 --> 00:00:36,360 podcast. If you're not tuned in before, 14 00:00:36,360 --> 00:00:37,520 my name's Nick. I've been hosting the show for a 15 00:00:37,520 --> 00:00:39,880 while and you would have heard this a million times if you have 16 00:00:39,880 --> 00:00:41,840 tuned in before. Massive welcome to all of our 17 00:00:41,840 --> 00:00:43,480 new listeners. I can see all of you guys in the 18 00:00:43,480 --> 00:00:45,480 statistics. If you're listening on Spotify, 19 00:00:45,480 --> 00:00:47,600 drop us a little comment below. Give us a little review. 20 00:00:47,600 --> 00:00:49,640 We're pushing Spotify at the moment because video is now 21 00:00:49,640 --> 00:00:51,480 available on Spotify as well. So you can either watch or 22 00:00:51,480 --> 00:00:53,560 listen to this. If you're listening on Apple, 23 00:00:53,560 --> 00:00:54,720 you are still our biggest audience. 24 00:00:54,720 --> 00:00:57,440 Hey guys, love you all and thank you so much for tuning in again. 25 00:00:57,440 --> 00:00:59,280 If you could leave us a little review, that would be absolutely 26 00:00:59,360 --> 00:01:02,880 really amazing if you just stumbled across this and you're 27 00:01:02,880 --> 00:01:05,040 looking at the topic going, ah, it's an SEO master class. 28 00:01:05,040 --> 00:01:07,400 Well, I've got a very special guest helping me out today. 29 00:01:07,400 --> 00:01:09,120 And if you're watching this video, the reason I've got a 30 00:01:09,120 --> 00:01:11,160 very cheeky smile on my face is I am the guest. 31 00:01:11,160 --> 00:01:13,640 I'm not going to interview myself as much as we did joke 32 00:01:13,640 --> 00:01:14,840 about that. It's some of my colleagues a 33 00:01:14,840 --> 00:01:17,360 minute ago saying, actually, I could just ask myself questions. 34 00:01:17,720 --> 00:01:20,200 But if you're not tuned to the show before or you have tuned in 35 00:01:20,200 --> 00:01:22,280 for a while and I've never spoken about my background and 36 00:01:22,280 --> 00:01:25,120 what I actually do as much as hosting this and absolute 37 00:01:25,120 --> 00:01:27,000 miracle of the editors trying to make me look good. 38 00:01:27,240 --> 00:01:28,400 Still struggling, but we're getting there. 39 00:01:28,920 --> 00:01:32,400 My background is in SEO and PPC, been doing it since 2007. 40 00:01:32,400 --> 00:01:34,680 I would have started, it was a very long time ago and I started 41 00:01:34,680 --> 00:01:36,920 out in PPC and then quite quickly got the ropes of SEO 42 00:01:36,920 --> 00:01:39,640 around 2009 as well. So I've seen quite a lot happen 43 00:01:39,640 --> 00:01:42,600 in the SEO space, My main agency inside this wall, these are real 44 00:01:42,600 --> 00:01:43,680 plants. I don't know what I've seen a 45 00:01:43,760 --> 00:01:45,880 lot recently. There's real plants behind me, 46 00:01:46,240 --> 00:01:49,200 but the other side is wall. I've got my agency, we do PPC 47 00:01:49,200 --> 00:01:51,480 and SEO and we're called Spec and the guys are absolutely 48 00:01:51,480 --> 00:01:53,920 amazing. So we're going to talk about SEO 49 00:01:53,920 --> 00:01:55,320 today. And the reason we're going to 50 00:01:55,320 --> 00:01:58,440 talk about it is our of our most popular 5 episodes, three of the 51 00:01:58,440 --> 00:02:01,920 five were about SEO. It's clearly a hot topic for you 52 00:02:01,920 --> 00:02:04,320 guys, so I wanted to clear up a few things you guys have asked 53 00:02:04,320 --> 00:02:07,120 me questions about. I also want to talk about if 54 00:02:07,120 --> 00:02:09,880 you've never done any SEO, how you can get started and what is 55 00:02:09,880 --> 00:02:12,080 the sort of blueprint to get cracking with this thing. 56 00:02:12,520 --> 00:02:16,400 I've got my iPad in my hands and I'm going to dive straight in. 57 00:02:16,400 --> 00:02:19,760 So a few bits of context I want to give to this and clear up a 58 00:02:19,760 --> 00:02:23,040 couple of it's in the SEO world before we dive into some of the 59 00:02:23,040 --> 00:02:25,280 specifics. And I've tried to keep some of 60 00:02:25,280 --> 00:02:27,360 these two quite simple things. Whether you've got an enormous 61 00:02:27,360 --> 00:02:30,360 Shopify Plus store might be quite complicated to do some of 62 00:02:30,360 --> 00:02:32,560 these things, but they're still simple to understand, 63 00:02:32,560 --> 00:02:34,200 complicated deploy. If you've got a really small 64 00:02:34,200 --> 00:02:36,680 store, you run it yourself, you should be able to work many of 65 00:02:36,680 --> 00:02:38,880 these things out. And if you can't Google it, we 66 00:02:38,880 --> 00:02:40,720 actually check when it's a spoiler. 67 00:02:40,800 --> 00:02:43,920 If ever you come to an interview at our agency, if you say, if I 68 00:02:43,920 --> 00:02:45,600 didn't know what to do, first of all, I'd Google it. 69 00:02:45,960 --> 00:02:47,800 That is showing initiative. And we like that a lot. 70 00:02:47,800 --> 00:02:49,880 So feel free to Google any of these points as well if you want 71 00:02:49,880 --> 00:02:52,680 to see what other information is available out there. 72 00:02:53,120 --> 00:02:55,760 There's three pillars, and then there's 3 levels. 73 00:02:55,760 --> 00:02:58,320 So I'm just going to explain those quickly because that will 74 00:02:58,320 --> 00:03:00,160 hopefully help you guys understand some of these points 75 00:03:00,160 --> 00:03:02,440 a bit better. The three pillars of SEO and I'm 76 00:03:02,440 --> 00:03:06,120 going to go through, we got 6 on the first one, then two, then 77 00:03:06,120 --> 00:03:08,440 four. The first bit is technical. 78 00:03:08,520 --> 00:03:12,040 So I've got 6 points and five sub points under point #1 about 79 00:03:12,040 --> 00:03:14,440 technical SEO. So some stuff you can do in 80 00:03:14,440 --> 00:03:16,760 Shopify, specifically on your SEO there. 81 00:03:16,760 --> 00:03:19,840 We're going to talk about two points and we're going to talk 82 00:03:19,840 --> 00:03:22,400 quite simply about content today because content tends to be the 83 00:03:22,400 --> 00:03:23,480 one people spend most of the time on. 84 00:03:23,480 --> 00:03:25,800 So we're going to talk about the least and then we're going to 85 00:03:25,800 --> 00:03:27,600 talk 4 points as well about offsites. 86 00:03:27,600 --> 00:03:31,000 So it's technical content and offsite are the three areas you 87 00:03:31,000 --> 00:03:34,480 need to improve an SEO. And my advice is do them in that 88 00:03:34,520 --> 00:03:36,960 order as well. Not that you wouldn't continue 89 00:03:36,960 --> 00:03:39,960 doing technical you, you would necessarily move on to content, 90 00:03:40,280 --> 00:03:43,200 but the more technical stuff you fix, it's sort of fundamental, 91 00:03:43,520 --> 00:03:45,920 the more Google's going to pick up the content that you are 92 00:03:45,920 --> 00:03:48,240 showing. And then also you want to sort 93 00:03:48,240 --> 00:03:50,640 your content and your page URLs and things out before you do 94 00:03:50,640 --> 00:03:53,280 offsite and start building more links into site or managing, 95 00:03:53,280 --> 00:03:55,120 which we're going to talk about. It's not just about building 96 00:03:55,120 --> 00:03:56,800 links, about managing those links as well. 97 00:03:56,800 --> 00:03:59,840 So we're going to talk about those in that order because 98 00:03:59,840 --> 00:04:01,080 again, get your technical sorted. 99 00:04:01,080 --> 00:04:02,840 Once you get your technical sorted and you've got really 100 00:04:02,840 --> 00:04:04,400 good theme, it's running quickly. 101 00:04:04,400 --> 00:04:06,640 Now you can start applying some content onto that theme. 102 00:04:06,840 --> 00:04:09,360 Otherwise, Google and other search crawlers and AI crawlers 103 00:04:09,360 --> 00:04:10,680 we're going to talk about a little bit as well. 104 00:04:10,680 --> 00:04:12,680 They're not going to be able to crawl any of that content. 105 00:04:12,680 --> 00:04:14,480 And what you don't want to do is build lots of links into the 106 00:04:14,480 --> 00:04:16,560 site and then you do your technical and content and change 107 00:04:16,560 --> 00:04:18,480 loads of URLs. If you go back and change all 108 00:04:18,480 --> 00:04:21,040 those links or worst case scenario, you can't change the 109 00:04:21,040 --> 00:04:23,160 link and it's now going to somewhere, I'm going to talk 110 00:04:23,160 --> 00:04:24,800 about what to do with those things as well. 111 00:04:25,240 --> 00:04:27,360 So those are the three pillars of SEO. 112 00:04:27,360 --> 00:04:30,920 We call those. And then there's 3 levels of 113 00:04:30,960 --> 00:04:34,160 SEO, I would say. So SEO revolves around keywords. 114 00:04:34,160 --> 00:04:36,920 You've probably heard that if you haven't, then this is this 115 00:04:36,920 --> 00:04:39,640 simple beginner's guide to SEO is probably going to be too 116 00:04:39,640 --> 00:04:41,640 advanced for you. Go and Google what keywords are. 117 00:04:42,200 --> 00:04:44,480 If you don't mention your keyword on the page, it's the 118 00:04:44,480 --> 00:04:46,320 first level. If you don't mention the keyword 119 00:04:46,320 --> 00:04:49,520 on the page, you are almost definitely not going to rank for 120 00:04:49,520 --> 00:04:50,520 it. So we've got to mention it on 121 00:04:50,520 --> 00:04:51,440 the page. That bit's easy. 122 00:04:51,800 --> 00:04:54,240 The second bit, which is a lot harder is, and it's what I've 123 00:04:54,240 --> 00:04:56,800 written for this, you've got to have great unique and 124 00:04:56,800 --> 00:05:01,280 informative content as text, imagery, and video about that 125 00:05:01,280 --> 00:05:04,160 keyword. So if you don't have the keyword 126 00:05:04,160 --> 00:05:05,160 mention on the page, you won't rank. 127 00:05:05,160 --> 00:05:07,720 And if you don't have some great unique and informative content 128 00:05:07,720 --> 00:05:10,680 about that keywords, and again, we're talking about e-commerce. 129 00:05:10,680 --> 00:05:13,200 So this is the moment where I always grab something at random. 130 00:05:13,200 --> 00:05:15,280 I'm going to use this pen a lot. This is a little spec pen. 131 00:05:15,280 --> 00:05:16,400 And if you'd like a pen, let me know. 132 00:05:16,640 --> 00:05:17,720 We'll send out some pens for free. 133 00:05:17,880 --> 00:05:20,200 It's got spec PC and SEO consultancy written on the side 134 00:05:20,280 --> 00:05:22,040 of the pen. It's actually in the old 135 00:05:22,040 --> 00:05:23,440 branding now. So we're going to need some new 136 00:05:23,440 --> 00:05:25,560 pens shortly. I just want to interrupt today's 137 00:05:25,560 --> 00:05:28,080 episode to tell you about some big news for Shopify merchants. 138 00:05:28,120 --> 00:05:30,320 Yacht PO, which you might be using is sunsetting. 139 00:05:30,320 --> 00:05:33,000 It's e-mail and SMS products. You may have got an e-mail from 140 00:05:33,000 --> 00:05:34,240 them. And if you haven't, this might 141 00:05:34,240 --> 00:05:35,360 be the first time you're hearing about this. 142 00:05:35,360 --> 00:05:37,800 So if you have been using them, then you might be wondering 143 00:05:37,800 --> 00:05:40,240 what's next? Well, our sponsor Saguno has you 144 00:05:40,240 --> 00:05:42,240 covered. Saguno is the most deeply 145 00:05:42,240 --> 00:05:44,600 integrated e-mail marketing platform for Shopify and make 146 00:05:44,600 --> 00:05:47,360 switching really, really simple with hands on onboarding, 147 00:05:47,360 --> 00:05:49,920 migration help and deliverability expertise. 148 00:05:50,000 --> 00:05:53,400 Right now with code WWS 20, you get 20% of your first three 149 00:05:53,400 --> 00:05:55,520 months with Saguno. So don't let your marketing skip 150 00:05:55,520 --> 00:05:59,800 a beat, switch to Saguno today at saguno.com/winning with 151 00:05:59,800 --> 00:06:02,680 Shopify. But this pen, if I don't say we 152 00:06:02,680 --> 00:06:05,760 are selling black pens on the page, black pens is my key one. 153 00:06:06,040 --> 00:06:08,560 If we don't say we're selling black pens on the page, we're 154 00:06:08,560 --> 00:06:10,560 definitely going to rank well for black pens. 155 00:06:10,800 --> 00:06:13,360 And then to have great unique, informative content, let's talk 156 00:06:13,360 --> 00:06:17,080 about why this pen is the best specific to our customer base. 157 00:06:17,080 --> 00:06:19,960 So if this pen was bought by agencies who want to put their 158 00:06:19,960 --> 00:06:22,280 logo on it, we should actually talk about how to make your 159 00:06:22,280 --> 00:06:25,640 agency stand out and have more longevity because somebody is 160 00:06:25,640 --> 00:06:29,480 using a pen with your agency's name on their desk rather than 161 00:06:29,480 --> 00:06:32,520 what a lot of people do on SEO, which is not bad and you kind of 162 00:06:32,520 --> 00:06:33,680 need it. But people go down the route of 163 00:06:33,680 --> 00:06:36,480 going, it's silver, it's black, it's got a little thing that 164 00:06:36,480 --> 00:06:38,280 clicks. It's got a little squishy ball 165 00:06:38,280 --> 00:06:40,040 on the end. You can actually click on touch 166 00:06:40,040 --> 00:06:42,600 pads and phones with that little squishy bit, which is quite 167 00:06:42,600 --> 00:06:43,560 nice. If you want to look like you're 168 00:06:43,560 --> 00:06:45,120 actually paying attention on a call and you want to click 169 00:06:45,120 --> 00:06:47,240 something on your phone, use the squishy bits and you're still 170 00:06:47,240 --> 00:06:49,400 holding a pen anyway. People are going to be watching 171 00:06:49,400 --> 00:06:50,680 that on the podcast. Now that's very bad. 172 00:06:50,680 --> 00:06:52,720 So you're going to mention the keyword, have great content 173 00:06:52,720 --> 00:06:54,280 about the keyword. And then the third bit, which is 174 00:06:54,280 --> 00:06:56,000 where off site really comes into play. 175 00:06:56,240 --> 00:06:58,400 So the first two points are both technical and content across 176 00:06:58,400 --> 00:06:59,880 both of them, it's not technical. 177 00:06:59,880 --> 00:07:03,040 Then content, it's both of them revolve around technical, both 178 00:07:03,040 --> 00:07:06,280 revolve around content. That third one, about this third 179 00:07:06,280 --> 00:07:10,240 one, sorry, you want to have the best authority on that keyword, 180 00:07:10,240 --> 00:07:13,080 be the most talked about that keyword, etcetera, etcetera. 181 00:07:13,320 --> 00:07:16,240 And that's where link building brand awareness. 182 00:07:16,600 --> 00:07:19,680 If you sell trainers, for example, being mentioned in the 183 00:07:19,680 --> 00:07:22,880 news saying like this is the fastest growing trainer brand or 184 00:07:22,880 --> 00:07:25,240 this is the biggest craze that everybody's buying now, people 185 00:07:25,240 --> 00:07:27,320 are buying these trainers. That's all really, really good 186 00:07:27,320 --> 00:07:29,000 press and PR about your business. 187 00:07:29,080 --> 00:07:31,080 You're going to build some really good authority in the SEO 188 00:07:31,080 --> 00:07:34,840 space and on search engines for ranking around the word trainers 189 00:07:34,840 --> 00:07:37,400 and maybe longer keywords. Maybe they're trainers made from 190 00:07:37,400 --> 00:07:39,560 plastic bottles. Maybe they're trainers that 191 00:07:40,000 --> 00:07:41,640 drain themselves when you come out the sea. 192 00:07:41,640 --> 00:07:43,240 Maybe they're trainers that are designed for people with 193 00:07:43,240 --> 00:07:45,480 sciatica as a as a medical condition. 194 00:07:45,480 --> 00:07:48,040 So you want to talk about those things and then suddenly the PR 195 00:07:48,040 --> 00:07:50,640 activity starts to write itself. If it's trainers for a specific 196 00:07:50,640 --> 00:07:53,360 medical condition, you want to appear in lots of medical press 197 00:07:53,640 --> 00:07:56,360 or something in the main press. But linking back to your site 198 00:07:56,360 --> 00:07:58,400 and talking specifically about your keywords, your brand and 199 00:07:58,400 --> 00:08:00,560 how amazing you are, reviews are really good for that. 200 00:08:00,680 --> 00:08:03,680 You've got really good Trustpilot review set up. 201 00:08:03,680 --> 00:08:05,520 So you've got thousands of people on Trustpilot reviewing 202 00:08:05,520 --> 00:08:07,680 you and Trustpilot's own site that's linking back to your site 203 00:08:07,920 --> 00:08:10,000 with all this review content. And then you put the reviews on 204 00:08:10,000 --> 00:08:12,000 your own site, you're taking off site because you get the links 205 00:08:12,000 --> 00:08:13,320 back. You took taking content, 206 00:08:13,320 --> 00:08:16,240 etcetera, etcetera, etcetera. So let's go into technical then. 207 00:08:16,960 --> 00:08:19,840 And these are 6 things. These are really, really common 208 00:08:19,840 --> 00:08:21,800 things we see. And as I say, they might not 209 00:08:21,800 --> 00:08:25,920 necessarily have simple, quick solutions, but they're important 210 00:08:25,920 --> 00:08:28,000 nonetheless. The first one is page speed. 211 00:08:28,080 --> 00:08:30,680 And if you've listened to lots of podcasts about SEO, you've 212 00:08:30,680 --> 00:08:32,400 probably heard page speed mentioned quite a bit. 213 00:08:32,679 --> 00:08:37,120 Shopify is generally slow, and it's not Shopify itself that's 214 00:08:37,120 --> 00:08:38,240 slow. It's the way people build their 215 00:08:38,240 --> 00:08:40,760 stores. There's five things we got here 216 00:08:40,799 --> 00:08:42,799 that you need to do. And again, some of these you 217 00:08:42,799 --> 00:08:44,520 would have heard a lot. Some of them are probably a 218 00:08:44,520 --> 00:08:47,360 little bit less heard of. But when we run our reports, we 219 00:08:47,360 --> 00:08:49,840 can see what things are taking a long time to load on each of the 220 00:08:49,840 --> 00:08:52,880 pages on your site. The first thing we tend to do is 221 00:08:52,880 --> 00:08:55,960 we remove unused apps. So if you have a Shopify app 222 00:08:55,960 --> 00:08:57,520 running, it does something in front of your site and you're 223 00:08:57,520 --> 00:08:59,640 not actually using it or it's actually doing anything, but the 224 00:08:59,640 --> 00:09:03,240 code is still loading. That code is taking time to load 225 00:09:03,400 --> 00:09:04,800 when a customer's trying to visit that page. 226 00:09:05,080 --> 00:09:07,680 And the bit of code it's loading for that app or the resources 227 00:09:07,680 --> 00:09:09,520 it's loading for that app is actually doing nothing. 228 00:09:09,520 --> 00:09:10,680 So it's pointless to get rid of it. 229 00:09:10,920 --> 00:09:13,720 And that will speed up the site. We, I should have said as well, 230 00:09:13,720 --> 00:09:15,880 we do actually see a conversion rate uplift. 231 00:09:15,880 --> 00:09:18,720 We see more revenue, we see people buying more when sites 232 00:09:18,720 --> 00:09:21,720 load quickly because people trust the site that loads 233 00:09:21,720 --> 00:09:23,360 faster. If it loads slowly, people are 234 00:09:23,360 --> 00:09:25,920 going to get really impatient. So if you imagine if your pages 235 00:09:25,920 --> 00:09:29,520 take 30 seconds per page to load and the average sale needs to 236 00:09:29,520 --> 00:09:33,240 load, I don't know, 1020 pages, you're looking at 3 to 6 minutes 237 00:09:33,520 --> 00:09:35,760 to make a purchase. And if you've got quite a simple 238 00:09:35,760 --> 00:09:37,920 product to understand and people go, oh, that looks really nice, 239 00:09:37,920 --> 00:09:39,880 I'll just buy one of those. Then actually you want to get 240 00:09:39,880 --> 00:09:40,920 them through to the cart really quickly. 241 00:09:40,920 --> 00:09:42,800 So that page load is going to be killing conversion. 242 00:09:43,040 --> 00:09:46,720 So you remove unused apps. This is a bit of a trade secret. 243 00:09:46,720 --> 00:09:49,400 This next one, I'd say trade secret, not spoken about much 244 00:09:49,400 --> 00:09:50,640 online, but it's really effective. 245 00:09:50,960 --> 00:09:53,480 Convert as many apps as you can into code. 246 00:09:53,840 --> 00:09:56,680 So one of the apps that we see in a lot of sites, for example, 247 00:09:56,840 --> 00:09:59,880 shows you how much more you need to spend to get free delivery. 248 00:09:59,920 --> 00:10:02,400 So on the cart, it'll have like that little loading bar and it 249 00:10:02,400 --> 00:10:06,760 will say spend $22.00 more, $22.00 to get free delivery on 250 00:10:06,760 --> 00:10:08,400 your order. And actually, you could write 251 00:10:08,400 --> 00:10:10,640 that with a bit of code, but a lot of people will do the lazy 252 00:10:10,640 --> 00:10:12,760 thing and just grab an app. And fair enough, if you don't 253 00:10:12,760 --> 00:10:15,240 know how to code or you haven't got the budget to pay someone to 254 00:10:15,240 --> 00:10:17,240 do some coding, an app makes sense. 255 00:10:17,480 --> 00:10:19,760 But actually coding it yourself will be a lot faster because 256 00:10:19,760 --> 00:10:23,280 then it's just loading from the page code rather than when the 257 00:10:23,280 --> 00:10:26,200 page loads. To load that loading bar or to 258 00:10:26,640 --> 00:10:29,680 populate that loading bar by the browser, the browser is going to 259 00:10:29,680 --> 00:10:31,720 have to go and grab that information from the other 260 00:10:31,720 --> 00:10:35,040 server where the app is based. So actually you want to hard 261 00:10:35,040 --> 00:10:37,760 code as many things as possible. And that delivery loading bar is 262 00:10:37,760 --> 00:10:39,560 a good example. Image sizes. 263 00:10:39,560 --> 00:10:42,000 Again, everyone talks about image sizes and there's a bit of 264 00:10:42,000 --> 00:10:44,320 a myth around this that I want to clean up. 265 00:10:44,680 --> 00:10:47,280 There's a new image format. There's a few, but the most 266 00:10:47,280 --> 00:10:50,840 popular one people are using is called Web P, And a lot of blogs 267 00:10:50,840 --> 00:10:53,600 and guides will tell you that Shopify automatically makes a 268 00:10:53,640 --> 00:10:56,280 Web P of every image that you upload. 269 00:10:56,280 --> 00:10:59,040 And it's not quite true. It does do it for product 270 00:10:59,040 --> 00:11:01,760 images, but you can override that and you can change it. 271 00:11:01,760 --> 00:11:04,000 Your theme can change it, you can change it in your settings 272 00:11:04,520 --> 00:11:06,160 and anything. Any images you've got in your 273 00:11:06,160 --> 00:11:09,600 theme won't automatically be Web P So actually if you've got 274 00:11:09,600 --> 00:11:11,840 something on every product page that says like big background 275 00:11:11,840 --> 00:11:13,960 picture of meet the team and then some information about the 276 00:11:14,000 --> 00:11:15,320 team. If that meet the team image is 277 00:11:15,320 --> 00:11:18,440 really, really big and is in a JPG format or in a PNG format, 278 00:11:18,600 --> 00:11:20,600 it's going to load in that format on the front end. 279 00:11:20,760 --> 00:11:22,600 Shopify is not going to automatically change that to 280 00:11:22,600 --> 00:11:25,920 Webp and also if the image is quite big web P or not, it's 281 00:11:25,920 --> 00:11:28,080 still going to be a big image. So you want to make sure you 282 00:11:28,080 --> 00:11:29,840 reduce image sizes as much as possible. 283 00:11:30,320 --> 00:11:32,520 Generally you want to aim between sort of 50 kilobytes to 284 00:11:32,520 --> 00:11:35,280 120 kilobytes per image absolute Max. 285 00:11:35,600 --> 00:11:38,600 I ideally you want to stay as far away from a Meg as possible, 286 00:11:38,600 --> 00:11:40,600 which is 1000 kilobytes. Stay away from that. 287 00:11:41,120 --> 00:11:42,880 The other thing to do with images as well is what's called 288 00:11:42,880 --> 00:11:45,880 lazy load. So you can load the page in the 289 00:11:45,880 --> 00:11:48,040 browser. So below the page, when you load 290 00:11:48,040 --> 00:11:51,000 it up on Google Chrome, whatever to see it, but make sure that it 291 00:11:51,000 --> 00:11:52,480 only loads the things you can see. 292 00:11:52,480 --> 00:11:55,520 And as you Scroll down the page, then it loads the images later. 293 00:11:56,000 --> 00:11:58,000 Or you can do it after page load, whether people scroll or 294 00:11:58,000 --> 00:11:59,880 not, which means the page can load quickly. 295 00:12:00,160 --> 00:12:02,600 Customer can start engaging with the page, reading the content, 296 00:12:02,840 --> 00:12:05,560 viewing the images, etcetera. But stuff further down the page 297 00:12:05,560 --> 00:12:08,120 is still loading, but it's not loading as part of the page 298 00:12:08,120 --> 00:12:09,600 load. The page loads and then it 299 00:12:09,600 --> 00:12:12,120 populates bits and pieces later. So that means you've basically 300 00:12:12,120 --> 00:12:14,000 got a bit of a sequence where someone can engage with the 301 00:12:14,000 --> 00:12:17,560 first of the page without the rest of it having any issues. 302 00:12:17,840 --> 00:12:20,080 The only caveat to this, and again this is getting a bit more 303 00:12:20,080 --> 00:12:23,040 technical, there's a thing called CLS Cumulative Layout 304 00:12:23,040 --> 00:12:26,080 Shift, which is part of Google's page speed scoring, and you 305 00:12:26,080 --> 00:12:29,000 don't want the page to change it's layout too much. 306 00:12:29,240 --> 00:12:31,760 But that means if you're loading an image somewhere, you can tell 307 00:12:31,760 --> 00:12:34,440 the page the page as it loads the the main page. 308 00:12:34,800 --> 00:12:38,080 Make sure you've got a height of 400 pixels and a width of 200 309 00:12:38,080 --> 00:12:41,240 pixels for that image, even if the image itself hasn't 310 00:12:41,240 --> 00:12:44,080 populated yet. So the layout of the page won't 311 00:12:44,080 --> 00:12:47,720 shift and change, but the image can still load later. 312 00:12:48,000 --> 00:12:50,560 And this is where some people say like, OK, I can pay a 313 00:12:50,560 --> 00:12:53,960 developer $2000 to build me a theme, or I can pay this agency 314 00:12:53,960 --> 00:12:57,000 $200,000 to build me a theme. The more you're paying, the more 315 00:12:57,000 --> 00:12:59,120 you want things like that to be sorted, which is going to give 316 00:12:59,120 --> 00:13:01,640 you a bit of an edge, a bit of an advantage in the SEO world. 317 00:13:02,440 --> 00:13:05,200 The fourth thing you need to do, which feeds off that nicely. 318 00:13:05,200 --> 00:13:07,640 Actually, I forgot this was the next point, but theme code 319 00:13:07,640 --> 00:13:10,680 optimization. Some themes are just really 320 00:13:10,680 --> 00:13:12,720 badly built. Files are not where they should 321 00:13:12,720 --> 00:13:14,600 be. Or there's too many files that 322 00:13:14,600 --> 00:13:16,720 when the browser loads the page, it has to pull in hundreds, 323 00:13:16,720 --> 00:13:18,320 maybe even thousands of different files. 324 00:13:18,600 --> 00:13:21,720 When actually you can have one theme file and then a head, one 325 00:13:21,720 --> 00:13:24,560 head of file, 1 foot of file, one style sheet and things like 326 00:13:24,560 --> 00:13:25,840 that. Whereas a lot of sites, because 327 00:13:25,840 --> 00:13:27,840 of the plug insurance you use and the way Shopify's engine can 328 00:13:27,840 --> 00:13:29,840 operate, people have things pulling in from all over the 329 00:13:29,840 --> 00:13:31,000 place, which kills your page speed. 330 00:13:31,560 --> 00:13:34,920 Final point on page speeds, videos have got to be hosted on 331 00:13:34,920 --> 00:13:36,640 a CDN. Shopify have a CDN. 332 00:13:36,960 --> 00:13:39,040 You don't want say, say the video was a gig. 333 00:13:39,400 --> 00:13:41,800 You can still have a gig video that people want to watch. 334 00:13:41,800 --> 00:13:43,880 It's quite big, but you can have it loading while they're 335 00:13:43,880 --> 00:13:47,200 watching it, which is how the YouTube player works, which is 336 00:13:47,200 --> 00:13:48,680 why when you load a YouTube video, you don't have to wait 337 00:13:48,680 --> 00:13:51,080 for like a whole gig or two gig video to download before you can 338 00:13:51,080 --> 00:13:53,080 watch it. YouTube just starts streaming 339 00:13:53,080 --> 00:13:55,080 that video straight to you whilst it's loading it. 340 00:13:55,080 --> 00:13:57,120 So you want to make sure your videos work like that and you 341 00:13:57,120 --> 00:13:59,000 can actually use YouTube and things like that. 342 00:13:59,000 --> 00:14:01,560 YouTube is also a search engine, so optimize all your videos on 343 00:14:01,560 --> 00:14:03,080 YouTube, embed them on your website. 344 00:14:03,600 --> 00:14:05,600 Two birds, one stone. Excellent. 345 00:14:06,480 --> 00:14:09,240 The second thing on technical then and again we're going to 346 00:14:09,240 --> 00:14:11,400 get technical clues in the title. 347 00:14:11,880 --> 00:14:14,440 This one is about what's called vendor pages. 348 00:14:14,440 --> 00:14:17,240 So there's a bit of code that any vendor you put in, which is 349 00:14:17,240 --> 00:14:18,720 basically the brand. So if you're selling lots of 350 00:14:18,720 --> 00:14:21,040 brands or you're selling your brand, you will end up with lots 351 00:14:21,040 --> 00:14:24,440 of what are called query pages, which is where it will say 352 00:14:24,440 --> 00:14:27,720 something like vendor question mark Q equals in the code and 353 00:14:27,720 --> 00:14:30,440 then it will have some sort of search query in there. 354 00:14:30,640 --> 00:14:33,520 You do not want Google crawling these search queries or even 355 00:14:33,520 --> 00:14:35,760 site search on your site. And the reason you don't is 356 00:14:35,760 --> 00:14:38,640 because it's an open box. You could put any infinite 357 00:14:38,640 --> 00:14:40,520 arrangement of characters in that box. 358 00:14:41,000 --> 00:14:42,440 And every time you put a different arrangement of 359 00:14:42,440 --> 00:14:44,160 characters, there's now a new page, which is the search 360 00:14:44,160 --> 00:14:46,520 results page. So you can use the robots dot 361 00:14:46,560 --> 00:14:49,560 TXT it's called. And if you use our sponsor Yost, 362 00:14:49,800 --> 00:14:51,680 who I nearly invited on for this episode, but I thought I'm going 363 00:14:51,680 --> 00:14:53,840 to talk more as a consultancy rather than the Yost tech today. 364 00:14:53,840 --> 00:14:56,360 But if you use a tool like Yost on Shopify, who are one of our 365 00:14:56,360 --> 00:14:59,080 sponsors, you get 15% off for life with the code WWS. 366 00:14:59,080 --> 00:15:02,160 I'm actually going to use that, but if you use Yost you can edit 367 00:15:02,160 --> 00:15:04,640 that robots dot TXT and make changes to it and block it from 368 00:15:04,640 --> 00:15:07,280 certain areas of the site. So when Google comes to do a 369 00:15:07,280 --> 00:15:09,800 crawl or a chat bot comes to a crawl or Bing comes to do a 370 00:15:09,800 --> 00:15:12,920 crawl or any of the search crawlers, when they crawl, 371 00:15:12,920 --> 00:15:15,000 they're just focused on your homepage, your products, your 372 00:15:15,000 --> 00:15:17,560 collections, and any information pages as well. 373 00:15:17,720 --> 00:15:20,040 You want to focus on that stuff. You do not want, you do not want 374 00:15:20,040 --> 00:15:22,480 Google spending like 8090% of his time looking at search query 375 00:15:22,480 --> 00:15:24,360 pages because it's it's not going to rank those. 376 00:15:24,360 --> 00:15:25,960 You want to send people into your product pages, your 377 00:15:25,960 --> 00:15:28,440 collection pages mostly that's where they're going to purchase. 378 00:15:28,440 --> 00:15:31,280 So these vendor query pages, you definitely want to get rid of 379 00:15:31,280 --> 00:15:36,080 them #3 Shopify automatically has what's called an XML site 380 00:15:36,080 --> 00:15:39,000 map giant spreadsheet. And on that spreadsheet it will 381 00:15:39,000 --> 00:15:41,680 have a list of all of your pages and some information about how 382 00:15:41,680 --> 00:15:43,400 frequently they're updated and that kind of thing. 383 00:15:43,400 --> 00:15:45,760 And they'll be in a bit of an order, and they have a priority 384 00:15:45,760 --> 00:15:47,920 score, homepage being one, etcetera, etcetera. 385 00:15:48,200 --> 00:15:52,240 So, but what you can do is you can create a page, a Shopify 386 00:15:52,240 --> 00:15:55,160 page, and then use a bit of code to actually link to all of your 387 00:15:55,160 --> 00:15:56,960 collections, all of your pages and all of your products. 388 00:15:56,960 --> 00:16:01,240 Anyway, by having this site map, we call it HTML site map, even 389 00:16:01,240 --> 00:16:04,360 there's not certainly HTML, but it's not the XML site map that's 390 00:16:04,360 --> 00:16:06,240 only available to search instances in Google. 391 00:16:06,520 --> 00:16:07,640 And customers are never going to see. 392 00:16:07,640 --> 00:16:09,480 This is a page that you can link to in your footer. 393 00:16:09,720 --> 00:16:12,080 People can actually see it. And what it means is you're 394 00:16:12,080 --> 00:16:14,560 never going to end up with what's called an orphaned page, 395 00:16:14,800 --> 00:16:17,120 which is a point. I was going to put it in as a 396 00:16:17,120 --> 00:16:18,560 separate point, but thought I'd keep it as part of this. 397 00:16:18,560 --> 00:16:21,720 But orphan pages got page on your on your website and no 398 00:16:21,720 --> 00:16:24,680 links to that page. By having this site map, you 399 00:16:24,680 --> 00:16:27,120 have at least one link to every single page on the entire site, 400 00:16:27,120 --> 00:16:29,280 whether it's in the NAV link to in other places or not. 401 00:16:29,720 --> 00:16:31,800 And if you have done really good linking, so you've got a link to 402 00:16:31,800 --> 00:16:35,280 every page already, this adds a second link to each page, which 403 00:16:35,280 --> 00:16:38,640 from Google's point of view, good indexing, good page, a good 404 00:16:38,640 --> 00:16:41,400 structure, sorry, of pages throughout your site because 405 00:16:41,840 --> 00:16:45,880 there's a lot of good links running around to those point #4 406 00:16:45,880 --> 00:16:49,320 there, sorry, point #4 was the no orphaned pages, which if you 407 00:16:49,320 --> 00:16:52,000 make a, the HTML assignment manually, you might still end up 408 00:16:52,000 --> 00:16:53,520 with orphaned pages. So page where you're sitting 409 00:16:53,520 --> 00:16:55,440 there going, I get no SEO traffic to this page. 410 00:16:55,440 --> 00:16:57,120 Why not? Because you don't link to it. 411 00:16:57,120 --> 00:16:58,800 Nobody can actually get to it through your site. 412 00:16:58,800 --> 00:17:02,680 So Google assumes not important. So point #4 by doing the HTML 413 00:17:02,680 --> 00:17:05,000 assignment and just generally look at all your pages and make 414 00:17:05,000 --> 00:17:08,920 sure there are links in the NAV or from collection level 1 down, 415 00:17:09,040 --> 00:17:11,960 you know, menswear down to level 2, which is then like the 416 00:17:11,960 --> 00:17:13,920 T-shirts, the shorts, the jumpers, the coats, which is all 417 00:17:13,920 --> 00:17:15,200 your level twos. Make sure there's a good 418 00:17:15,200 --> 00:17:17,560 structure of when you land on the level 1 collection, there 419 00:17:17,560 --> 00:17:19,319 are links to the level 2 collection, links to Level 3 420 00:17:19,319 --> 00:17:22,119 collection, which kind of flows into content a bit, but they're 421 00:17:22,119 --> 00:17:26,359 links, they're still technical #5 then canonicals, canonical 422 00:17:26,359 --> 00:17:28,680 tags. We, when these first came out 423 00:17:28,680 --> 00:17:31,080 with every client asking us what is a canonical tag. 424 00:17:31,360 --> 00:17:34,160 And so we had to like, revise. What's the best way to explain a 425 00:17:34,160 --> 00:17:36,280 canonical? It's a bit easier these days. 426 00:17:36,280 --> 00:17:37,720 We've been working with them for a long time. 427 00:17:37,720 --> 00:17:41,480 A canonical is designed to give search engines clarity and 428 00:17:41,480 --> 00:17:46,080 search callers clarity when you have lots of duplicated pages. 429 00:17:46,360 --> 00:17:49,800 But they are the same page as far as search engines concerned. 430 00:17:50,040 --> 00:17:53,440 They're the same for a reason. And you think to yourself, no, 431 00:17:53,440 --> 00:17:55,440 I'd only ever have one product page for each product, one 432 00:17:55,440 --> 00:17:57,680 collection page for each, one collection for each collection. 433 00:17:58,000 --> 00:18:01,040 But actually, if you go to page 2 on a collection, you've got 434 00:18:01,040 --> 00:18:04,120 the same title tag, same page, one same sort of product showing 435 00:18:04,120 --> 00:18:06,160 up, maybe a slightly different variation, but for all intents 436 00:18:06,160 --> 00:18:08,360 and purposes it's the same page as Page 1. 437 00:18:08,360 --> 00:18:10,760 So you might have 5 pages of products on a single collection. 438 00:18:11,240 --> 00:18:13,280 So what we do is we use this thing called a canonical tag, 439 00:18:13,560 --> 00:18:16,640 which on page one points to itself and says, hey, if you 440 00:18:16,640 --> 00:18:19,160 want to land anyone on this collection, land them here on 441 00:18:19,160 --> 00:18:20,400 page one. This is the most important 442 00:18:20,400 --> 00:18:22,040 place. So page one, it links to itself 443 00:18:22,280 --> 00:18:25,880 pages 234 and five or however many pages there are, they 444 00:18:25,880 --> 00:18:29,080 should all link back to Page 1. So you're saying to search 445 00:18:29,080 --> 00:18:31,480 engines, hey, this is the second page, third page, 4 page. 446 00:18:31,600 --> 00:18:33,920 These are all the same page. But when it comes to ranking, 447 00:18:33,920 --> 00:18:36,640 only ever rank page one, which is why you're saying to them, 448 00:18:36,720 --> 00:18:38,240 there's a reason I have duplicated pages. 449 00:18:38,440 --> 00:18:40,760 It's the same on anything that has pagination. 450 00:18:40,760 --> 00:18:42,720 We call it anything goes to page 2, page three, page 4. 451 00:18:42,920 --> 00:18:46,440 So it might be your blog posts and collections, any kind of 452 00:18:46,440 --> 00:18:48,720 filters of things. There might be multiple pages on 453 00:18:48,720 --> 00:18:50,840 those as well. So yeah, make sure you've make 454 00:18:50,840 --> 00:18:52,440 sure you've got your canonical sorted. 455 00:18:52,440 --> 00:18:55,400 A lot of themes don't have them, and a lot of custom themes that 456 00:18:55,400 --> 00:18:57,600 agencies build that we see don't have them. 457 00:18:57,600 --> 00:18:59,360 And if Google thinks there's loads of duplicate content on 458 00:18:59,360 --> 00:19:01,680 your website, it's not going to spend its time crawling those 459 00:19:01,680 --> 00:19:03,400 all important pages. So you're going to end up with 460 00:19:03,520 --> 00:19:06,640 SEO, what we call SEO drag. So actually your SEO is lower 461 00:19:06,640 --> 00:19:09,360 than it should be because the search engines are a little bit 462 00:19:09,360 --> 00:19:10,920 confused, which is the worst place to be. 463 00:19:11,240 --> 00:19:13,760 Great content, great products, happy customers, but the site 464 00:19:13,760 --> 00:19:16,840 itself, hard for it to index. That's a problem that we need to 465 00:19:16,840 --> 00:19:19,520 make sure we solve. And number six, the final part 466 00:19:19,520 --> 00:19:22,480 and technical and again, easy for this one to do, especially 467 00:19:22,480 --> 00:19:26,480 as header tags on each page, there is a, probably your main 468 00:19:26,480 --> 00:19:28,320 title on a collection. So if it's on the men's 469 00:19:28,320 --> 00:19:31,880 trainers, for example, men's trainers at the top or whatever 470 00:19:31,880 --> 00:19:33,960 your keywords you've put in there is going to be your H1 471 00:19:33,960 --> 00:19:35,440 tag. It's the bit you can actually 472 00:19:35,440 --> 00:19:38,040 see. It's visible on the page and 473 00:19:38,040 --> 00:19:40,360 that is that needs to be AH1 and you want to make sure you only 474 00:19:40,360 --> 00:19:44,200 have one H1 and the one H1 is the main keyword for that page. 475 00:19:44,760 --> 00:19:47,720 We used to then break the page down by H twos. 476 00:19:47,720 --> 00:19:50,960 So it might then say all of our men's trainer products, or we 477 00:19:50,960 --> 00:19:55,320 have 2000 men's trainers or 2000 different men's trainers, Make 478 00:19:55,320 --> 00:19:58,360 that H2. Google's changed a bit and there 479 00:19:58,360 --> 00:20:00,040 isn't really a hard and fast rule as to whether you should 480 00:20:00,040 --> 00:20:02,840 only have one H2 or you should have multiple H twos. 481 00:20:03,200 --> 00:20:07,120 We've in testing found it more effective in about 80 to 90% of 482 00:20:07,120 --> 00:20:10,080 scenarios that one H2 is the best way to go. 483 00:20:10,400 --> 00:20:13,240 And then use H3's for either product names or something else 484 00:20:13,240 --> 00:20:14,720 throughout the page. What you're trying to do is 485 00:20:14,720 --> 00:20:17,480 break the page down into sections so Google can go the 486 00:20:17,520 --> 00:20:19,520 H1. That's the main keyword for the 487 00:20:19,520 --> 00:20:22,320 whole page. The H2 is a variation of that 488 00:20:22,320 --> 00:20:25,040 keyword, which then introduces the main chunk of content on 489 00:20:25,040 --> 00:20:26,760 this page that I'm going to crawl. 490 00:20:26,840 --> 00:20:28,760 And customers are going to read or potential customers going to 491 00:20:28,760 --> 00:20:31,120 read on this page. And then you use the H3 to break 492 00:20:31,120 --> 00:20:33,680 down into that. So if it's a blog post, your H1 493 00:20:33,680 --> 00:20:36,120 would be the name of the blog post, which is like, what's the 494 00:20:36,120 --> 00:20:39,200 best deodorant for women? For example, actual blog post we 495 00:20:39,200 --> 00:20:41,080 did write recently. So what's the best deodorant for 496 00:20:41,080 --> 00:20:43,920 women is the H1 tag on the blog post because that's the most 497 00:20:43,920 --> 00:20:47,720 important one. The H2 then was science backed 498 00:20:47,960 --> 00:20:50,360 women's deodorant study or something similar to that. 499 00:20:50,400 --> 00:20:52,960 Again, mentioning women's deodorant and mentioning the 500 00:20:52,960 --> 00:20:56,000 best, but also a bit longer and talking a bit more explanative. 501 00:20:56,360 --> 00:20:59,640 And then we use H3's to break down to like what, why were we 502 00:20:59,640 --> 00:21:01,520 doing this? Is the first H3 the second or 503 00:21:01,520 --> 00:21:03,480 why were we investigating women's deodorant? 504 00:21:03,480 --> 00:21:05,200 Again, mentioning women's deodorant is the keyword. 505 00:21:05,440 --> 00:21:07,400 Why are we investigating this? And there's a little bit of text 506 00:21:07,400 --> 00:21:08,680 and some images in a video about that. 507 00:21:08,960 --> 00:21:11,400 Then there's the next section, which then says, So what were 508 00:21:11,400 --> 00:21:13,800 the results of this or how big was this test and survey? 509 00:21:13,800 --> 00:21:15,960 And then the next one and with more content, the next one down. 510 00:21:16,040 --> 00:21:18,640 So we're using those H3's to breakdown the page. 511 00:21:19,080 --> 00:21:20,960 I sometimes if I have a whiteboard or a piece of paper 512 00:21:20,960 --> 00:21:22,800 in front of me, I start drawing boxes going. 513 00:21:22,800 --> 00:21:25,120 That's the web page H1 at the top, which covers the whole page 514 00:21:25,400 --> 00:21:27,600 H2, which introduces the main bulk of content, H3's to 515 00:21:27,600 --> 00:21:31,360 breakdown the content into 3456 paragraphs or sections or 516 00:21:31,360 --> 00:21:32,680 something like that. I just want to give a quick 517 00:21:32,680 --> 00:21:35,520 shout out to our sponsors, Yost. They are the go to tool for 518 00:21:35,520 --> 00:21:38,360 getting your content SEO ready and Google loved from keywords 519 00:21:38,360 --> 00:21:40,560 to readability and those all important meta tags, which I 520 00:21:40,560 --> 00:21:43,000 know a lot about. Yost makes it easy. 521 00:21:43,080 --> 00:21:46,800 Right now, our listeners can get 15% off all WordPress purchases 522 00:21:46,800 --> 00:21:50,120 if you use the Yost plug in and WordPress and also on monthly 523 00:21:50,160 --> 00:21:54,560 Shopify plans for your first six months, just use the code WWS 15 524 00:21:54,760 --> 00:22:00,400 S, WWS 15 at checkout@yost.com. That's WWS 1550% off for better 525 00:22:00,400 --> 00:22:02,400 visibility, more clicks, and a healthier website. 526 00:22:02,560 --> 00:22:05,600 Let Yost handle the SEO so you can focus on what you do best. 527 00:22:05,600 --> 00:22:08,240 So make sure you've got your header tags in order contents. 528 00:22:08,480 --> 00:22:10,600 Most of us are probably strongest on content. 529 00:22:10,600 --> 00:22:12,880 I would say it's easy enough to get some keywords and go the 530 00:22:13,040 --> 00:22:15,160 keyword for this product or the keyword for this collection is 531 00:22:15,160 --> 00:22:17,000 this. So I'm going to write about that 532 00:22:17,000 --> 00:22:19,840 and mention it lots on the page. So I'm going to make a couple of 533 00:22:19,840 --> 00:22:23,000 points here about this rather than teaching you guys today how 534 00:22:23,000 --> 00:22:26,360 to do it Cos I could, I mean, on any three of these points or all 535 00:22:26,360 --> 00:22:28,480 three, I could do days and days on this. 536 00:22:28,480 --> 00:22:31,520 I've got sort of 1617 years of SEO experience behind me now. 537 00:22:31,520 --> 00:22:34,480 So plenty to talk about and I talk enough as it is. 538 00:22:35,320 --> 00:22:38,960 So the first point I want to make is you only one really want 539 00:22:38,960 --> 00:22:43,400 to have one keyword per page and then the variations of that 540 00:22:43,400 --> 00:22:47,320 keyword also on that page. I mentioned on one of my Tuesday 541 00:22:47,320 --> 00:22:50,120 tea break talks recently that actually a little plug come and 542 00:22:50,120 --> 00:22:51,360 join in on Tuesday, have a nice cup of tea. 543 00:22:51,360 --> 00:22:53,080 Let me have a bit of a laugh. There's a quivia. 544 00:22:53,080 --> 00:22:54,320 I came up with a new word, Quivia as well. 545 00:22:54,720 --> 00:22:57,520 But I mentioned this on Tuesday, on one of my Tuesday's recently 546 00:22:57,520 --> 00:23:00,240 where Google's done a shift where we used to go. 547 00:23:00,240 --> 00:23:02,000 We've got 50 variations of this keyword. 548 00:23:02,000 --> 00:23:04,320 So we're gonna have the main page with the biggest either 549 00:23:04,320 --> 00:23:06,400 kind of short tail or the two or three word version of the 550 00:23:06,400 --> 00:23:07,920 keyword. And then all the longer versions 551 00:23:07,920 --> 00:23:09,480 will kind of fall into that level 2, Level 3. 552 00:23:09,480 --> 00:23:12,280 Under this page are sub pages. Google's changed. 553 00:23:12,760 --> 00:23:16,120 Google wants you now to include most of those variations on one 554 00:23:16,120 --> 00:23:19,120 page because Google is now looking more towards themes to 555 00:23:19,120 --> 00:23:21,840 decide what keyword to show you for rather than what you used to 556 00:23:21,840 --> 00:23:23,840 do, which was the specific keywords. 557 00:23:24,160 --> 00:23:26,800 So if you do car scratch repair paint like one of our clients 558 00:23:26,800 --> 00:23:29,440 does, if you offer car scratch repair paint, we've got every 559 00:23:29,440 --> 00:23:32,840 brand of car and we've got every model under each of those brands 560 00:23:33,080 --> 00:23:36,480 and we've got every colour. So we're talking 250,000 pages 561 00:23:36,480 --> 00:23:39,600 across the site. But Google switch means actually 562 00:23:39,720 --> 00:23:42,760 out the Audi page or the Ford page or the BMW page. 563 00:23:43,160 --> 00:23:45,280 Actually those pages we're going to incorporate as much as we 564 00:23:45,280 --> 00:23:46,520 can. Even if the user journey is 565 00:23:46,520 --> 00:23:48,760 still going to sort of choose your model, choose your colour 566 00:23:48,760 --> 00:23:51,200 and then audio paint. Google's going to want to send 567 00:23:51,200 --> 00:23:53,720 more people just straight into the Audi page or the Ford page. 568 00:23:53,920 --> 00:23:55,840 And then you get the land on Audi and say, right, I've got an 569 00:23:55,840 --> 00:23:59,240 Audi A1, let's go into Audi A1 and then choose your colour from 570 00:23:59,240 --> 00:24:01,000 there. But Audi or Audi A1 might be the 571 00:24:01,000 --> 00:24:03,720 page that it actually goes for, even if you have searched for 572 00:24:03,720 --> 00:24:05,040 the colour or something more specific. 573 00:24:05,480 --> 00:24:07,840 The reason Google's doing this is Google doesn't want to be 574 00:24:07,840 --> 00:24:11,520 crawling these massive 250,000 page sub page sites anymore. 575 00:24:11,960 --> 00:24:14,640 So we might even get rid of those last stage pages 576 00:24:14,640 --> 00:24:17,160 eventually and just incorporate all of that content to one place 577 00:24:17,160 --> 00:24:19,160 and just have a drop down for choose your make. 578 00:24:19,160 --> 00:24:20,640 Choose. We know your make because you're 579 00:24:20,640 --> 00:24:22,760 on the Ford page. Choose the model, got Ford 580 00:24:22,760 --> 00:24:25,680 Fiesta, choose the colour. It's one of Ford's whites, but I 581 00:24:25,680 --> 00:24:28,200 know exactly which white it is. Choose that and then add it to 582 00:24:28,200 --> 00:24:29,560 cart. So the user journey is smoother 583 00:24:29,560 --> 00:24:31,320 because you're doing it all on one page instead of multiple 584 00:24:31,320 --> 00:24:32,720 pages. So that's been a big shift. 585 00:24:33,520 --> 00:24:36,480 So you only want to have one main keyword per page, but all 586 00:24:36,480 --> 00:24:38,040 sub keywords. You want to start mentioning a 587 00:24:38,040 --> 00:24:40,920 few variations that page and have faith that Google should 588 00:24:40,920 --> 00:24:42,480 start to understand those things. 589 00:24:42,920 --> 00:24:45,840 Over the summer of 2025, we've seen a massive shift in a lot of 590 00:24:45,840 --> 00:24:47,600 people's rankings based on that alone. 591 00:24:47,840 --> 00:24:49,400 So I thought that's a good one to mention. 592 00:24:49,800 --> 00:24:52,200 Again, a lot of you guys will be writing good content anyway in 593 00:24:52,200 --> 00:24:55,120 terms of text content, images, adult tags, title tags, 594 00:24:55,120 --> 00:24:56,800 etcetera, etcetera. And videos. 595 00:24:56,800 --> 00:24:59,120 You can optimize all the videos, especially using YouTube or 596 00:24:59,120 --> 00:25:01,200 something. Optimize the video on YouTube 597 00:25:01,200 --> 00:25:03,840 and then embed it with some cool content around that it can load 598 00:25:03,840 --> 00:25:04,720 quickly. Put some. 599 00:25:04,840 --> 00:25:06,880 You can put some code in as well to tell Google what the video is 600 00:25:06,880 --> 00:25:08,560 about. You can even have a transcript 601 00:25:08,560 --> 00:25:10,680 available if someone clicks a button, a transcript then pops 602 00:25:10,680 --> 00:25:12,040 out but don't have it visible before. 603 00:25:12,520 --> 00:25:14,640 Again taking all the accessibility for anyone who 604 00:25:14,640 --> 00:25:17,720 wants to watch that video. Second part on content as well. 605 00:25:17,920 --> 00:25:21,040 This one's really important, and this is where I think a lot of 606 00:25:21,040 --> 00:25:24,240 brands get it wrong from a strategy and data point of view. 607 00:25:24,760 --> 00:25:27,360 A lot of people just go, let's grab that keyword and start 608 00:25:27,360 --> 00:25:29,040 optimising. How do you know if you're going 609 00:25:29,040 --> 00:25:31,040 to rank for that keyword? How do you know how difficult it 610 00:25:31,040 --> 00:25:32,240 is? How do you know if you're going 611 00:25:32,240 --> 00:25:34,760 to get sales out of it? And we've certainly seen plenty 612 00:25:34,760 --> 00:25:37,320 of brands that are #1 for something amazing, like we had a 613 00:25:37,360 --> 00:25:40,400 client recently who was #1 for the word owls, as in their, the 614 00:25:40,400 --> 00:25:42,720 animal number one for the word owls. 615 00:25:42,960 --> 00:25:45,440 When we looked at it, it was actually an image of an owl, not 616 00:25:45,440 --> 00:25:48,040 a number one listing. And if you were searching for 617 00:25:48,040 --> 00:25:50,360 owls, you were not going to buy their products. 618 00:25:50,640 --> 00:25:53,320 So as much as it was exciting to say it's a 3 letter word and 619 00:25:53,320 --> 00:25:56,120 we're top of Google for this and we appear before the 1st SEO 620 00:25:56,120 --> 00:25:57,840 listing in the image section. This is great. 621 00:25:57,840 --> 00:26:00,320 And we were getting quite a lot of people clicking on it coming 622 00:26:00,320 --> 00:26:03,360 into the website, reading the blog post 0 sales. 623 00:26:03,440 --> 00:26:05,600 It was the wrong keyword. So my point here really is my 624 00:26:05,600 --> 00:26:08,680 second, second and final point of content is matching intent. 625 00:26:09,200 --> 00:26:12,160 So if someone is looking for a specific size of product, a 626 00:26:12,160 --> 00:26:15,960 specific colour, a specific material, a specific delivery 627 00:26:15,960 --> 00:26:19,080 time, next day delivery or click and collect or a lot of people 628 00:26:19,080 --> 00:26:21,560 use the phrase near me so it's like I want to buy. 629 00:26:21,560 --> 00:26:24,640 I was doing some DIY the other day and I was drilling a hole 630 00:26:24,640 --> 00:26:26,960 and the wall was a lot stronger than the drill bit I was using 631 00:26:26,960 --> 00:26:29,600 and the drill bit snapped. So my first search online was I 632 00:26:29,600 --> 00:26:31,720 need a masonry drill bit near me. 633 00:26:31,920 --> 00:26:33,680 And I managed to click and collect and but by the time I 634 00:26:33,680 --> 00:26:35,640 got to the store as well, I don't even even had a text 635 00:26:35,640 --> 00:26:37,400 message. A 5 minute drive had a text 636 00:26:37,400 --> 00:26:39,080 message saying your products at at the till. 637 00:26:39,080 --> 00:26:41,400 I'd already paid for it ready to go, picked it up, got back 638 00:26:41,400 --> 00:26:42,920 drilled the hole, wife was happy. 639 00:26:43,400 --> 00:26:45,840 But the point being is that intent, what is the customer's 640 00:26:45,840 --> 00:26:48,560 intent based on keywords? And what you can do is you can 641 00:26:48,560 --> 00:26:50,960 actually just Google the keyword and go right on Google. 642 00:26:50,960 --> 00:26:52,880 And I look for this, am I seeing categories? 643 00:26:52,880 --> 00:26:55,680 Am I seeing products? Am I seeing services? 644 00:26:55,680 --> 00:26:59,160 Am I seeing locations and then decide quite quickly is that the 645 00:26:59,160 --> 00:27:02,080 relevant keyword for me or not? Just because they are men's 646 00:27:02,080 --> 00:27:04,440 jumpers doesn't mean men's jumpers is the right keyword for 647 00:27:04,440 --> 00:27:05,960 me. Someone might be saying, what 648 00:27:05,960 --> 00:27:08,680 are some of the latest men's jumper trends? 649 00:27:09,080 --> 00:27:12,160 So you might create a collection saying on trend, you know, on 650 00:27:12,160 --> 00:27:15,800 trend men's jumpers or in season or currently in fashion men's or 651 00:27:15,800 --> 00:27:17,840 whatever the keyword is. It's useless keyword. 652 00:27:17,840 --> 00:27:19,880 But you get the you get the idea of actually the thing that 653 00:27:19,880 --> 00:27:21,920 someone's looking for is something is in trend right now, 654 00:27:22,120 --> 00:27:25,520 they might not actually be in the market to buy that product. 655 00:27:25,720 --> 00:27:27,680 So you don't do all that hard work, get to the top of Google, 656 00:27:27,680 --> 00:27:30,280 get into the top three, Let's target on Google, get into top 657 00:27:30,280 --> 00:27:32,760 three and it doesn't work. So just be really, really 658 00:27:32,760 --> 00:27:34,880 careful about that, please, guys, because yeah, see so many 659 00:27:34,880 --> 00:27:37,520 brands waste so much time and energy targeting the wrong 660 00:27:37,520 --> 00:27:39,480 thing. You imagine it's like a shit and 661 00:27:39,480 --> 00:27:42,760 the destination is pinpointed, you know, thousands of miles 662 00:27:42,760 --> 00:27:44,400 away. Imagine you could get just a few 663 00:27:44,400 --> 00:27:46,640 degrees off course you're not going to reach port. 664 00:27:46,880 --> 00:27:50,480 And that port is top three on Google in this in this metaphor. 665 00:27:50,800 --> 00:27:52,760 They have a good metaphor. Got loads of them. 666 00:27:52,760 --> 00:27:54,960 E-mail me if you need some metaphors and stuff coming up my 667 00:27:54,960 --> 00:27:57,320 ears. Anyway, offsite. 668 00:27:57,480 --> 00:27:59,640 I want to talk a lot about offsite because so many people 669 00:27:59,640 --> 00:28:02,080 ignore it. Some SEO agencies just do 670 00:28:02,080 --> 00:28:04,360 offsite. Some PR agencies and social 671 00:28:04,360 --> 00:28:07,240 agencies claim to do offsite but don't do the rest of SEO, which 672 00:28:07,240 --> 00:28:08,240 kind of doesn't make sense to me. 673 00:28:08,240 --> 00:28:10,520 And the reason doesn't make sense is because all the offsite 674 00:28:10,520 --> 00:28:12,680 activity needs to point back to content on the site. 675 00:28:12,680 --> 00:28:15,040 So if you want to be #1 for a keyword, it's got the right 676 00:28:15,040 --> 00:28:17,680 intent and you're making sales from that keyword On PPC, it's a 677 00:28:17,680 --> 00:28:19,800 good example. OK, we're making sales on PPC. 678 00:28:19,800 --> 00:28:22,240 We want to be an SEO as well. And if you want to know whether 679 00:28:22,520 --> 00:28:25,280 you should lower PPC budget as SEO goes up, great idea. 680 00:28:25,280 --> 00:28:26,720 No one ever does. So PPC is profitable. 681 00:28:26,720 --> 00:28:28,880 And you're number one on PPC and you're number one on SEO now, 682 00:28:29,080 --> 00:28:30,880 and they're both making profit. Why would you turn PPC off? 683 00:28:31,560 --> 00:28:33,000 But PPC is a good indicator of this. 684 00:28:33,240 --> 00:28:35,880 So with the offsite, you want to make sure you're doing the 685 00:28:35,880 --> 00:28:38,920 onsite activity. And the onsite activity should 686 00:28:38,920 --> 00:28:41,320 determine what the keyword is that you're then going to find 687 00:28:41,800 --> 00:28:44,800 websites, publications, partner companies, sister companies, 688 00:28:44,800 --> 00:28:47,880 suppliers, customers, whoever it is that can start talking about 689 00:28:47,880 --> 00:28:49,280 you and linking back with good sentiment. 690 00:28:49,280 --> 00:28:52,280 I'm going to talk about as we go through, there are 4 stages to 691 00:28:52,280 --> 00:28:55,200 offsite and a lot of people jump to stage 4 and it's really 692 00:28:55,200 --> 00:28:57,480 ineffective. And, and stage 4 is the most 693 00:28:57,480 --> 00:28:59,960 difficult and expensive. And that's where brands go 694 00:28:59,960 --> 00:29:01,120 wrong. So if you're a small brand, 695 00:29:01,120 --> 00:29:03,120 you've got an opportunity not to get it wrong in the 1st place. 696 00:29:03,120 --> 00:29:05,320 If you're a bigger brand, it might be time to put the brakes 697 00:29:05,320 --> 00:29:07,440 on this and have a real think about how do we do this and how 698 00:29:07,440 --> 00:29:09,280 do it effectively and how do we get the best result. 699 00:29:09,960 --> 00:29:12,480 So #1 which a lot of brands don't do. 700 00:29:12,480 --> 00:29:15,440 And Google says these files have very little weight anymore. 701 00:29:15,440 --> 00:29:17,200 But I have so many case studies that say otherwise. 702 00:29:17,480 --> 00:29:19,880 And the new spec site, which I don't know if it'll be out when 703 00:29:19,880 --> 00:29:22,000 this episode comes out or not, but the spec site, we've got a 704 00:29:22,000 --> 00:29:23,840 couple of case studies on there talking about this. 705 00:29:24,080 --> 00:29:29,280 And it is Google's disavow report that's DISAVOW, Disavow. 706 00:29:29,280 --> 00:29:33,840 A disavow report is a small TXT text file, plain black and white 707 00:29:33,840 --> 00:29:36,720 text file. And it has a list of websites. 708 00:29:37,280 --> 00:29:40,680 And that list of websites is you saying to Google, we have links 709 00:29:40,680 --> 00:29:43,720 from these sites, but we do not want to be associated with them 710 00:29:44,120 --> 00:29:46,200 by removing that. We've seen people's what's 711 00:29:46,280 --> 00:29:51,000 called domain authority jump and jump by scored out of 100. 712 00:29:51,240 --> 00:29:54,760 I think our record was over 20, which is again, it's all kind 713 00:29:54,760 --> 00:29:56,320 of, if you've never heard of this stuff before, it's all kind 714 00:29:56,320 --> 00:29:58,120 of in context. That's really good. 715 00:29:58,520 --> 00:30:01,320 So the difference between if you're in a small sort of niche 716 00:30:01,320 --> 00:30:03,640 industry, if you've got domain authority of 15 or 20 out of 717 00:30:03,640 --> 00:30:06,280 100, it's probably quite good. And this is one of those 718 00:30:06,280 --> 00:30:08,600 situations where your competitors, so the people that 719 00:30:08,600 --> 00:30:10,440 are in the top three on Google for the keywords you want to 720 00:30:10,440 --> 00:30:13,480 target, you only need to run faster than them across all 721 00:30:13,480 --> 00:30:15,320 points on average. So you might do really well on 722 00:30:15,320 --> 00:30:17,440 domain authority and then not so well on content, but you still 723 00:30:17,720 --> 00:30:22,400 do better than them overall. But disavow means that you look 724 00:30:22,400 --> 00:30:25,120 at all the links coming into your website using tools like a 725 00:30:25,120 --> 00:30:27,280 hrefs. You can also download a list of 726 00:30:27,280 --> 00:30:30,960 them from Google Search console. SEM rush has this SE ranking has 727 00:30:30,960 --> 00:30:33,200 a form of this as well. There's loads of ways to see 728 00:30:33,200 --> 00:30:35,160 those links. We've even been using AI bots to 729 00:30:35,160 --> 00:30:37,760 try and track down links for some of our clients and also 730 00:30:37,760 --> 00:30:39,680 give us recommendations on how we can improve the links, which 731 00:30:39,680 --> 00:30:41,800 comes in a minute. But the disavowing just by 732 00:30:41,800 --> 00:30:45,280 getting rid of all the like spammy SEO directory 123 if 733 00:30:45,280 --> 00:30:47,680 Google thinks and this is the this is the crux here. 734 00:30:47,680 --> 00:30:51,120 If Google thinks you're doing link building for the sake of 735 00:30:51,160 --> 00:30:54,200 SEO and for the sake of link building, they will mark you 736 00:30:54,240 --> 00:30:56,880 down and mark you down means lower your rankings, which means 737 00:30:56,880 --> 00:31:00,760 less traffic, less revenue. So you do not want them to find 738 00:31:01,000 --> 00:31:05,400 random website directories, Web world's top billion websites and 739 00:31:05,400 --> 00:31:07,840 we're listed somewhere on there that is a bad link. 740 00:31:08,120 --> 00:31:10,040 If you sell, I don't know, lighting like I've got in the 741 00:31:10,040 --> 00:31:13,040 studio, we sell these lights. And actually you want to be 742 00:31:13,040 --> 00:31:14,680 spoke. You do not want to be spoken 743 00:31:14,680 --> 00:31:16,280 about these lights on an SEO directory. 744 00:31:16,280 --> 00:31:17,720 It's nothing to do with these things. 745 00:31:17,720 --> 00:31:20,120 You don't want to be spoken about on dodgy websites. 746 00:31:20,320 --> 00:31:23,120 Sites in other languages sometimes can be a bit of a, a 747 00:31:23,120 --> 00:31:25,760 bit of a problem. And there are ways to quantify 748 00:31:25,760 --> 00:31:28,560 these, these sites. So Long story short, we get a 749 00:31:28,560 --> 00:31:30,160 list of all the ones that are bad. 750 00:31:30,240 --> 00:31:33,600 And just because SEM Rush or AHF says they are bad or I think SEM 751 00:31:33,600 --> 00:31:37,400 Rush calls it toxic, do not just copy that list and disavow it. 752 00:31:37,560 --> 00:31:40,280 It'll be wrong. We, we had quite a big financial 753 00:31:40,280 --> 00:31:42,560 institution we're working with, with lots of sites. 754 00:31:42,880 --> 00:31:46,360 And SEM Rush said that each of their sites were toxic to one 755 00:31:46,360 --> 00:31:47,840 another. And we're like, they're not, 756 00:31:47,840 --> 00:31:50,480 it's a group of companies. So don't just take that. 757 00:31:50,480 --> 00:31:52,400 You need to digest it and go, no, no, some of these are really 758 00:31:52,400 --> 00:31:53,360 good for us. But yeah, these ones we 759 00:31:53,360 --> 00:31:56,320 definitely get rid of. And also, if you've got loads 760 00:31:56,320 --> 00:31:59,520 and loads of bad links that you need to disavow, and they're 761 00:31:59,520 --> 00:32:02,800 quite a big percentage of your total backlinks, then actually 762 00:32:02,800 --> 00:32:05,520 I'd suggest doing it in little stages so you can keep adding 763 00:32:05,520 --> 00:32:08,000 more and then uploading the file again with more in it and then 764 00:32:08,000 --> 00:32:09,640 more in it and then more in it. Watch what happens to your 765 00:32:09,640 --> 00:32:10,840 domain authority. Watch what happens to your 766 00:32:10,840 --> 00:32:12,080 rankings, what happens to your traffic. 767 00:32:12,360 --> 00:32:14,240 Maybe do it every two weeks if you're doing it staggered. 768 00:32:14,360 --> 00:32:17,400 So disavowing is the first and most important part of this. 769 00:32:18,040 --> 00:32:20,680 Second thing. This one is big. 770 00:32:21,000 --> 00:32:25,400 We've seen rankings fly by looking at what links a brand 771 00:32:25,400 --> 00:32:28,240 has from other sites into their site. 772 00:32:28,240 --> 00:32:33,000 Good links that currently land on a 404, if they land on a 404, 773 00:32:33,000 --> 00:32:35,640 you're going to get next zero recognition for them. 774 00:32:36,040 --> 00:32:38,040 And what tends to happen is sometimes one of your products 775 00:32:38,040 --> 00:32:40,680 gets listed somewhere. Those people link to it, but 776 00:32:40,680 --> 00:32:42,800 they're linking to that product, product goes out of stock or you 777 00:32:42,800 --> 00:32:44,800 discontinue it. So the product page now is a 778 00:32:44,800 --> 00:32:47,480 404, a dead page. It just doesn't exist and you've 779 00:32:47,480 --> 00:32:48,800 still got all these links going into that. 780 00:32:49,000 --> 00:32:52,600 If you redirect them to the main collection, 1 redirect is fine. 781 00:32:52,600 --> 00:32:54,680 As far as Google's concerned, I talk a lot about Google here, 782 00:32:55,000 --> 00:32:58,200 but this does apply to AI crawlers, to Bing crawler, 783 00:32:58,400 --> 00:33:02,000 etcetera, etcetera. So if we add 1 redirect, which 784 00:33:02,000 --> 00:33:05,240 Google says it's fine to add 1 redirect, that authority, that 785 00:33:05,240 --> 00:33:08,000 benefit of that link endorsing something can still happen 786 00:33:08,000 --> 00:33:11,080 across one redirect. What you don't want is it to hit 787 00:33:11,080 --> 00:33:12,560 a redirect. It hits a redirect, it hits a 788 00:33:12,560 --> 00:33:14,160 redirect. It's called a redirect chain or 789 00:33:14,160 --> 00:33:16,600 a Daisy chain of redirects. You just want it to have one 790 00:33:16,600 --> 00:33:17,880 redirect. So this is about you keeping 791 00:33:17,880 --> 00:33:19,720 your redirects up to date within the site. 792 00:33:19,960 --> 00:33:22,720 Again, by changing this, we had someone go from 6th on Google 793 00:33:22,720 --> 00:33:26,960 for 140,000 a month search volume keywords, 140,000 people 794 00:33:26,960 --> 00:33:29,680 a month searching this keyword and we were 6th on Google and we 795 00:33:29,680 --> 00:33:32,920 landed up at second overnight and we stayed there, which is 796 00:33:32,920 --> 00:33:34,200 amazing. So imagine the traffic that 797 00:33:34,200 --> 00:33:35,960 brand started to get complete game changer. 798 00:33:36,240 --> 00:33:38,920 So the second thing is optimise those dead links or links, 799 00:33:38,920 --> 00:33:43,880 sorry, that land on dead pages #3 optimise the content around 800 00:33:43,880 --> 00:33:46,640 existing links that are good. So if you've got content you 801 00:33:46,640 --> 00:33:48,720 want, you always want your links to try and go to collections and 802 00:33:48,720 --> 00:33:51,120 products, ideally not products because your products tend to 803 00:33:51,120 --> 00:33:52,560 disappear, but collections are fantastic. 804 00:33:52,560 --> 00:33:54,560 So you want lots of links going into your collections. 805 00:33:54,600 --> 00:33:57,360 So if you're sitting there saying we sell lots of great 806 00:33:57,360 --> 00:34:00,320 water bottles, we want loads of links into the different water 807 00:34:00,320 --> 00:34:04,480 bottle collections that we have. Homepage isn't as effective as 808 00:34:04,480 --> 00:34:06,480 going into those water bottle collections because your 809 00:34:06,480 --> 00:34:09,120 homepage has to be a bit of a broad Church of everything on 810 00:34:09,120 --> 00:34:11,040 your website. What you can do then is you've 811 00:34:11,040 --> 00:34:13,679 got good links, reach out to the sites that have those links or 812 00:34:13,679 --> 00:34:17,440 if it's on your social profiles, your Trustpilot profile, you can 813 00:34:17,440 --> 00:34:20,320 edit all those BIOS and actually change what's written about them 814 00:34:20,320 --> 00:34:23,040 and insert a few more keywords and again update that link. 815 00:34:23,040 --> 00:34:25,920 So if it's going to the homepage, which about 90% of 816 00:34:25,920 --> 00:34:29,320 links to all sites generally go to the homepage before we get 817 00:34:29,320 --> 00:34:32,239 started, start changing them, putting them to other pages 818 00:34:32,440 --> 00:34:34,199 because the homepage itself is going to have a nice big 819 00:34:34,199 --> 00:34:37,760 keyword, but you've got, I don't know, 200,000 links. 820 00:34:37,760 --> 00:34:39,760 They're going to be a whole range of different topics around 821 00:34:39,760 --> 00:34:41,840 those links. You want those 200,000 links 822 00:34:41,840 --> 00:34:43,960 going to the the most relevant pages for the topic they're 823 00:34:43,960 --> 00:34:45,840 reading about. And then reach out to those guys 824 00:34:45,840 --> 00:34:49,600 and change this point #3 change the content around the link on 825 00:34:49,600 --> 00:34:52,800 the other website. So if it says like, for example, 826 00:34:52,800 --> 00:34:55,239 we, we work with one company that sells lots of jumpers. 827 00:34:55,520 --> 00:34:58,000 So all their links, we want them to say like these organic cotton 828 00:34:58,000 --> 00:35:00,000 jumpers, these are vegan jumpers. 829 00:35:00,240 --> 00:35:02,400 These jumpers are made from recycled materials. 830 00:35:02,600 --> 00:35:04,520 That's all really, really good. And then linking into our 831 00:35:04,520 --> 00:35:07,840 jumpers collect and because they sell men's and women's, we've 832 00:35:07,840 --> 00:35:09,960 got a women's jumpers collection and men's jumpers collection, 833 00:35:10,200 --> 00:35:11,880 but that link was men's and women's. 834 00:35:11,880 --> 00:35:14,560 We've only get one link. We actually sent it to a unisex 835 00:35:14,560 --> 00:35:17,440 landing page or a welcome to our jumper jumper shop. 836 00:35:17,640 --> 00:35:19,840 And then you can choose men's or women's from there or go into 837 00:35:19,960 --> 00:35:22,360 other sub collections. So you see that's an SEO 838 00:35:22,360 --> 00:35:25,200 strategy around the links available to get the best 839 00:35:25,200 --> 00:35:27,240 possible user journey, to get the best possible ranking on 840 00:35:27,240 --> 00:35:30,160 those pages, which also means we actually get traffic and revenue 841 00:35:30,160 --> 00:35:32,640 from good links as well. So many people build tons of 842 00:35:32,640 --> 00:35:33,960 links and they get nothing back for it. 843 00:35:33,960 --> 00:35:36,400 There's no traffic comes in. It's just an SEO exercise. 844 00:35:36,400 --> 00:35:39,160 And like I said, if you just build links for Google, terrible 845 00:35:39,160 --> 00:35:40,920 way to do it. As soon as Google realizes they 846 00:35:40,920 --> 00:35:42,880 can have an absolute field day, as are all the other search 847 00:35:42,880 --> 00:35:45,320 engines. And finally, point #4 and I said 848 00:35:45,320 --> 00:35:48,760 do not jump to point #4 sort out all your links on points one to 849 00:35:48,760 --> 00:35:51,720 three first #4 create some new links. 850 00:35:51,760 --> 00:35:54,040 It is really, really difficult to generate links. 851 00:35:54,160 --> 00:35:56,040 You're trying to convince another website to link to your 852 00:35:56,040 --> 00:35:58,120 website. So if you've got multiple 853 00:35:58,120 --> 00:36:00,200 companies, that's a great place to start. 854 00:36:00,440 --> 00:36:03,960 If you've got multiple brands, you can link them all together. 855 00:36:03,960 --> 00:36:06,480 That's a good place to start. Talk to all your suppliers and 856 00:36:06,480 --> 00:36:09,080 say, could you list us as one of your clients, please? 857 00:36:09,280 --> 00:36:12,360 That's another good place to go. Lots of our clients here at Spec 858 00:36:12,520 --> 00:36:14,280 ask us to link to them and feature them. 859 00:36:14,280 --> 00:36:16,680 And we offer as well because again, it's another link coming 860 00:36:16,680 --> 00:36:17,760 through. And because of all the 861 00:36:17,760 --> 00:36:20,040 podcasting stuff we do, the Spec website and the Winning shop 862 00:36:20,120 --> 00:36:22,320 websites, we've got some good domain authority on them now 863 00:36:22,320 --> 00:36:23,440 we're getting some good links through. 864 00:36:23,760 --> 00:36:26,320 We've also got page speed on the spec website in the 90s on 865 00:36:26,320 --> 00:36:28,600 mobile, which is unheard of going back to my first point. 866 00:36:29,000 --> 00:36:30,840 And there's no aim. It's just faster than everybody 867 00:36:30,840 --> 00:36:32,360 elses before everybody emails me and ask. 868 00:36:32,360 --> 00:36:35,240 But offsite generating links is really, really difficult. 869 00:36:35,800 --> 00:36:37,280 A couple of quick tactics to do it. 870 00:36:37,280 --> 00:36:40,280 Number one is go and look at competitors site links. 871 00:36:40,440 --> 00:36:42,560 You can run them through the same tools and just go, what 872 00:36:42,560 --> 00:36:44,480 links have these guys got? And then go through them and go, 873 00:36:44,600 --> 00:36:46,240 these are really good quality. They've got high domain 874 00:36:46,240 --> 00:36:48,360 authority, the competition's strong. 875 00:36:48,560 --> 00:36:51,080 They post content regularly. And actually, yeah, we could 876 00:36:51,080 --> 00:36:52,680 reach out to them and say, hey, you've got an article about one 877 00:36:52,680 --> 00:36:54,520 of our competitors, but actually we've got this, this and this. 878 00:36:54,520 --> 00:36:56,040 It's better than them. Do you want to write an article 879 00:36:56,040 --> 00:36:58,080 about us and see what they say? So you can do stuff like that. 880 00:36:58,320 --> 00:37:00,440 The second thing you do with links as well is just anything 881 00:37:00,440 --> 00:37:04,680 you can control, which goes from Google Maps through to things 882 00:37:04,680 --> 00:37:08,080 like Yell. If you're in the UK, again, any 883 00:37:08,080 --> 00:37:10,880 resellers, ask anyone that's reselling your products to link 884 00:37:10,880 --> 00:37:13,440 back to you to say this is one of our stockists or we're one of 885 00:37:13,440 --> 00:37:15,800 their stockists who stock their products, that kind of thing. 886 00:37:15,960 --> 00:37:17,640 User generated content, super good. 887 00:37:17,800 --> 00:37:21,000 So any social channels, review platforms, all that kind of 888 00:37:21,000 --> 00:37:25,200 stuff as well. So technical content off site, 889 00:37:25,200 --> 00:37:27,120 go make it happen guys. If you want any help with SEO 890 00:37:27,120 --> 00:37:28,600 course, reach out to us. We're always happy to help. 891 00:37:28,800 --> 00:37:31,960 We offer a free audit to people as well and I was going to offer 892 00:37:31,960 --> 00:37:34,160 at the end of this as well. We did ask people to send their 893 00:37:34,160 --> 00:37:36,640 sites in for free audits. We've got through about half of 894 00:37:36,640 --> 00:37:38,600 them. We got it's back in May and I'm 895 00:37:38,600 --> 00:37:41,640 recording this in September. So we were inundated and we are 896 00:37:41,640 --> 00:37:44,000 working our way through them. So sorry guys, it's taking ages. 897 00:37:44,320 --> 00:37:47,120 A lot of them we decided not to publish because we found so much 898 00:37:47,120 --> 00:37:48,560 stuff that they didn't want us to publish them. 899 00:37:48,720 --> 00:37:50,520 But that's what we do. We find things that can be 900 00:37:50,520 --> 00:37:52,920 improved. So I am looking for someone if 901 00:37:52,920 --> 00:37:56,520 you want to come on for a future episode and do a live SEO audit 902 00:37:56,520 --> 00:37:58,840 with me of your website. You don't have to say yes. 903 00:37:58,840 --> 00:38:00,360 We might not do it. We might have a few people 904 00:38:00,360 --> 00:38:02,520 interested and decide not to. But if you are interested in 905 00:38:02,520 --> 00:38:04,320 that, reach out. We'll have a quick chat and see 906 00:38:04,320 --> 00:38:06,160 if that's something we can do. But you'll get some free 907 00:38:06,160 --> 00:38:09,000 consultancy and we would love to post it as one of our episodes 908 00:38:09,000 --> 00:38:10,480 as well. If you haven't already, hit 909 00:38:10,480 --> 00:38:11,720 subscribe. Thank you so much for tuning in 910 00:38:11,720 --> 00:38:13,600 today and join me again on Tuesday for Tuesday tea break 911 00:38:13,600 --> 00:38:15,080 talks. Take care guys, speak soon. 912 00:38:15,280 --> 00:38:18,240 Sales tax is overwhelming. 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