1 00:00:00,320 --> 00:00:02,440 Do you want to up your influencer marketing game? 2 00:00:02,440 --> 00:00:03,960 Do you want to meet more influencers? 3 00:00:03,960 --> 00:00:05,640 Have a better working relationship with influencers? 4 00:00:05,640 --> 00:00:07,720 You might even be struggling to talk to them in the first place. 5 00:00:07,720 --> 00:00:09,880 Or you can get them to talk about your product and post to 6 00:00:09,960 --> 00:00:12,760 their audiences without winning. With Shopify, we have teamed up 7 00:00:12,760 --> 00:00:15,760 with Affluencer which is an app you can install on Shopify and 8 00:00:15,760 --> 00:00:18,840 it comes with a 30 day trial and even in those first 30 days you 9 00:00:18,840 --> 00:00:21,520 can meet a load of influencers and start promoting your 10 00:00:21,640 --> 00:00:23,040 product. So there's no excuse. 11 00:00:23,040 --> 00:00:25,480 Go and install the app, start the 30 day trial and give it a 12 00:00:25,480 --> 00:00:26,880 go yourself and see how you get on. 13 00:00:31,320 --> 00:00:33,560 Hello and welcome to another episode of the Winning with 14 00:00:33,560 --> 00:00:35,400 Shopify podcast. For anyone that's not seen 15 00:00:35,400 --> 00:00:37,560 before, I'm so happy you're listening to this episode 16 00:00:37,760 --> 00:00:40,600 because this week I had the amazing Kieran from my SEO team 17 00:00:40,600 --> 00:00:44,680 here at my agency spec and our website is spec dot digital. 18 00:00:44,680 --> 00:00:47,680 You need any help with SEO or PVC on Google Ads and lots of 19 00:00:47,680 --> 00:00:50,160 other channels And come reach out to us and come have a chat 20 00:00:50,360 --> 00:00:52,880 before I talk about today's episode and all the crazy things 21 00:00:52,880 --> 00:00:54,760 Kieran and I started talking about a couple of which are 22 00:00:54,760 --> 00:00:57,800 slightly funny and slightly interesting as to how we bought 23 00:00:57,800 --> 00:01:00,040 them up. Talking about SEO and before 24 00:01:00,040 --> 00:01:02,280 that, check out the growth hub if you haven't already. 25 00:01:02,680 --> 00:01:04,920 It is exclusively for Shopify brands. 26 00:01:04,920 --> 00:01:07,320 If you're not on Shopify, we'll let you in anyway. 27 00:01:07,800 --> 00:01:09,320 But it is just for e-commerce brands. 28 00:01:09,440 --> 00:01:11,880 There's no other agencies selling anything and the only 29 00:01:11,880 --> 00:01:14,080 people in there are my team and we are here to help. 30 00:01:14,080 --> 00:01:17,000 We do not push our own services. We just help you guys with all 31 00:01:17,000 --> 00:01:19,400 of your questions. We also have almost every single 32 00:01:19,400 --> 00:01:21,960 week a different round table that we have been running as 33 00:01:22,040 --> 00:01:23,360 well. So we've been talking about 34 00:01:23,360 --> 00:01:25,360 e-mail marketing. We've done one on SEMPPC, of 35 00:01:25,360 --> 00:01:27,920 course, we're doing one on influencer marketing. 36 00:01:27,920 --> 00:01:29,680 We've got some other stuff coming up where we've got some 37 00:01:29,680 --> 00:01:32,480 guests joining us from some very, very successful businesses 38 00:01:32,720 --> 00:01:34,720 where people in our communities come along and ask them 39 00:01:34,720 --> 00:01:37,800 questions and start debates and, and start discussing things or 40 00:01:37,800 --> 00:01:40,000 say I've got this issue on my website at the moment or my 41 00:01:40,000 --> 00:01:41,640 Shopify store. Can you help? 42 00:01:41,640 --> 00:01:44,120 So go and join the growth hub. It's absolutely amazing and it 43 00:01:44,120 --> 00:01:48,160 only exists for you guys. So go to wwspodcast.com should 44 00:01:48,160 --> 00:01:50,760 be up on the screen as well. Thank you, Sophie and Josh, our 45 00:01:50,760 --> 00:01:53,880 editors, for putting that there. Yeah, click on that or click on 46 00:01:53,880 --> 00:01:56,360 a link or type that into a browser and go to the growth 47 00:01:56,360 --> 00:01:58,360 hub, join the waiting list and we will get you guys in there 48 00:01:58,360 --> 00:02:01,960 nice and quickly today. I want your SEO to be better and 49 00:02:01,960 --> 00:02:05,480 I want you guys to get more revenue from your SEO listings 50 00:02:05,480 --> 00:02:07,840 especially as well. So Kieran and I are uncovering 51 00:02:07,840 --> 00:02:10,080 how Google is looking at websites at the moment. 52 00:02:10,320 --> 00:02:12,920 And we built a list of 10 things that we alternated through each 53 00:02:12,920 --> 00:02:15,440 point today. And the 10 things that we find 54 00:02:15,440 --> 00:02:18,520 so many brands when we first get talking to or audit their 55 00:02:18,520 --> 00:02:21,360 website or talk about them becoming a client, these are the 56 00:02:21,360 --> 00:02:22,520 kind of things we'll work working on. 57 00:02:22,520 --> 00:02:24,720 So we're giving away some of our secret sauce today. 58 00:02:24,960 --> 00:02:27,000 And if you want help with any of them, you've got any questions, 59 00:02:27,520 --> 00:02:29,040 I say at the end of the episode as well. 60 00:02:29,040 --> 00:02:33,160 But yeah, SEO at spec SPEC dot digital. 61 00:02:33,280 --> 00:02:36,240 So SEO at spec dot digital, drop us an e-mail. 62 00:02:36,240 --> 00:02:38,160 That e-mail address comes through to Kira, myself and the 63 00:02:38,160 --> 00:02:40,120 whole team here. Just say that you were listening 64 00:02:40,120 --> 00:02:42,240 to the podcast and I heard your point on this. 65 00:02:42,400 --> 00:02:44,280 Could you look at that on my store for me and we'll have a 66 00:02:44,280 --> 00:02:46,040 quick look. But anyway, on to today's 67 00:02:46,040 --> 00:02:48,040 hilarious list. You guys are finding these quite 68 00:02:48,040 --> 00:02:49,240 funny, so I'm going to keep doing them. 69 00:02:49,480 --> 00:02:52,040 And we talked today about green jumpers, as you can see on 70 00:02:52,120 --> 00:02:53,640 wearing a green jumper. If you're watching on YouTube, 71 00:02:53,840 --> 00:02:56,080 Little plug, check out our YouTube channel, hit subscribe, 72 00:02:56,080 --> 00:02:58,960 give us some likes and engage. We talk about green jumpers, 73 00:02:59,120 --> 00:03:03,920 push chairs, crazy ex boyfriends and girlfriends, holding pages 74 00:03:03,920 --> 00:03:07,760 on websites, Internet time travel, and then a whole list of 75 00:03:07,760 --> 00:03:11,040 other things from site maps to keywords, to content, to how to 76 00:03:11,040 --> 00:03:14,440 lay your collections out to how to get to #1 and bully your 77 00:03:14,440 --> 00:03:17,600 competitors in the process. I hope you enjoyed today's 78 00:03:17,600 --> 00:03:20,200 episode. Not to be missed, Sir Kieran, 79 00:03:20,200 --> 00:03:21,960 welcome to the show. How are you doing today? 80 00:03:22,000 --> 00:03:23,120 Yeah, feeling good. Thank you. 81 00:03:23,120 --> 00:03:24,640 Nick, how are you? Good. 82 00:03:24,720 --> 00:03:25,680 I'm very well. Thank you. 83 00:03:25,680 --> 00:03:27,120 Very well. And as you guys can see, Kieran 84 00:03:27,120 --> 00:03:29,880 and I have colour coordinated with green tops ready for 85 00:03:29,880 --> 00:03:31,240 today's show. Kieran's a bit cold, which is 86 00:03:31,240 --> 00:03:34,680 why he's got his coat on. But Kieran, for anyone who has 87 00:03:34,720 --> 00:03:37,000 not been to any of our webinars, you've not been on the podcast 88 00:03:37,000 --> 00:03:40,000 before, been on webinars, give us a little background to where 89 00:03:40,000 --> 00:03:43,040 you work, what you do, and then I'll introduce what we're 90 00:03:43,040 --> 00:03:44,640 talking about today. Hey, guys. 91 00:03:44,640 --> 00:03:47,600 So yeah, I, I work at Spec Digital for Nick. 92 00:03:48,120 --> 00:03:52,480 I work as an SEO executive. I've been an SEO for around 6-7 93 00:03:52,480 --> 00:03:55,080 years now. I love it, I breathe it, I live 94 00:03:55,080 --> 00:03:56,720 it. Yeah, it's kind of me, really. 95 00:03:57,320 --> 00:04:00,400 But yeah, that's my intro. Amazing, amazing. 96 00:04:00,400 --> 00:04:03,040 And Kieran is very technical guys, which is one of the 97 00:04:03,040 --> 00:04:04,320 reasons I really want to get him on today. 98 00:04:04,800 --> 00:04:06,760 We're going to be talking as you can probably see about the 99 00:04:06,960 --> 00:04:08,760 through the title and we're going to be talking about 100 00:04:08,760 --> 00:04:12,360 Shopify SEO today and how to improve the SEO of your stores. 101 00:04:12,720 --> 00:04:15,640 And Kieran and I have written out 10 amazing things that we 102 00:04:15,640 --> 00:04:17,680 think every brand should do and most importantly things. 103 00:04:18,000 --> 00:04:21,560 But we find almost every single brand that we start working with 104 00:04:21,560 --> 00:04:25,280 in our agency here are missing, haven't done, don't know what 105 00:04:25,280 --> 00:04:28,240 they are, haven't thought about. And most of them as well, if you 106 00:04:28,240 --> 00:04:31,120 get them right, we'll see a revenue uplift pretty quickly as 107 00:04:31,120 --> 00:04:33,200 well. So today is going to be A tag 108 00:04:33,200 --> 00:04:36,720 team between Kieran and I Kieran, you're going to kick us 109 00:04:36,720 --> 00:04:38,440 off. What is the first thing that 110 00:04:38,440 --> 00:04:40,880 every brand should be doing and quite often is not? 111 00:04:41,400 --> 00:04:44,080 OK sweet. So the first thing I would 112 00:04:44,080 --> 00:04:45,880 consider is just keyword tracking. 113 00:04:46,400 --> 00:04:49,680 So a lot of brands, they just release their website, they make 114 00:04:49,680 --> 00:04:53,960 it live, they don't do any SEO to it, They leave it for years 115 00:04:53,960 --> 00:04:56,120 and they're not entirely sure what they're actually ranking 116 00:04:56,120 --> 00:04:58,360 for. So there is a way around this. 117 00:04:58,360 --> 00:05:00,640 There are free tools out there like Google Search Console, 118 00:05:00,640 --> 00:05:04,080 which is very handy on knowing what people are searching to 119 00:05:04,080 --> 00:05:07,320 find you and what your impressions and clicks are. 120 00:05:07,920 --> 00:05:10,400 But I think the main issue with these sort of tools is it 121 00:05:10,400 --> 00:05:12,400 doesn't show you keyword opportunities. 122 00:05:12,400 --> 00:05:14,240 It only shows you what you're ranking for. 123 00:05:14,680 --> 00:05:17,120 But it's still very important. We do see a lot of brands come 124 00:05:17,120 --> 00:05:19,720 along and they're not entirely sure what their focus keyword is 125 00:05:19,720 --> 00:05:22,720 or where they even rank for their focus keyword, which is 126 00:05:22,720 --> 00:05:26,480 always a little bit of a worry. So yeah, it's kind of my answer 127 00:05:26,480 --> 00:05:28,400 for that. Nice. 128 00:05:28,440 --> 00:05:31,280 And just to add to that, I always find, and I know you'll 129 00:05:31,400 --> 00:05:33,640 spend most of your life carrying in the data, don't you? 130 00:05:34,240 --> 00:05:36,480 You find in the data so many interesting things. 131 00:05:36,480 --> 00:05:38,360 Like we're currently 5th for this keyword. 132 00:05:38,560 --> 00:05:41,960 It's got 100,000 searches a month and we're getting like 50 133 00:05:41,960 --> 00:05:44,720 to 100 clicks, like literally 50 to 100. 134 00:05:45,000 --> 00:05:47,720 And then you get that keyword from 5th to 1st with not a huge 135 00:05:47,720 --> 00:05:50,560 amount of effort and suddenly you're getting more like 20 to 136 00:05:50,600 --> 00:05:53,440 40,000 clicks a month for it. Like it's a game changer for so 137 00:05:53,440 --> 00:05:55,840 many businesses. So yeah, definitely, definitely 138 00:05:55,920 --> 00:06:00,760 get those things tracked. Awesome #2 Then So over to me. 139 00:06:01,400 --> 00:06:04,840 We, we like to break SEO into 3 levels of optimization. 140 00:06:05,520 --> 00:06:08,320 The first level is just mentioning the keyword on the 141 00:06:08,320 --> 00:06:09,600 page. I know it sounds really obvious. 142 00:06:09,600 --> 00:06:11,920 I'm going to come back to that. The second level then is having 143 00:06:11,920 --> 00:06:14,680 the best website and user experience for that keyword. 144 00:06:14,680 --> 00:06:15,880 So Google wants to send traffic to you. 145 00:06:16,200 --> 00:06:18,960 And the third level then is getting lots of other websites 146 00:06:18,960 --> 00:06:20,880 to say that you are the best website for that keyword. 147 00:06:21,240 --> 00:06:23,360 And that's your backlinking and your brand awareness and stuff. 148 00:06:23,800 --> 00:06:26,280 The amount of brands that come along and we ask them during our 149 00:06:26,280 --> 00:06:28,880 pitch process or during the first kind of conversation, what 150 00:06:28,920 --> 00:06:30,720 would you want to be #1 for on Google? 151 00:06:30,800 --> 00:06:33,440 Like give us three 5-10 different keywords you would 152 00:06:33,440 --> 00:06:36,360 like to be #1 on Google for. And so often we then just go on 153 00:06:36,360 --> 00:06:39,320 the site and literally just do command F or control F on a 154 00:06:39,320 --> 00:06:42,920 Windows machine, command F on a Mac and just search the keyword 155 00:06:42,920 --> 00:06:45,760 and we find they're not even mentioning that keyword. 156 00:06:46,080 --> 00:06:48,040 And it's like you're actively telling Google it's not 157 00:06:48,040 --> 00:06:50,080 relevant. So the entire universe of 158 00:06:50,080 --> 00:06:52,920 keywords are not relevant unless you put them on the page. 159 00:06:52,920 --> 00:06:54,320 And we're going to talk a bit more as we go through. 160 00:06:54,320 --> 00:06:56,120 And certainly on the next point, Kieran's going to talk a bit 161 00:06:56,120 --> 00:06:58,440 more about how we, how we actually do that. 162 00:06:58,680 --> 00:07:00,720 But one, one client in particular, we said to them, you 163 00:07:00,760 --> 00:07:03,680 want to be #1 for they said to us this particular keyword. 164 00:07:03,920 --> 00:07:06,240 And we went on their landing page and looked at a few 165 00:07:06,240 --> 00:07:08,640 different pages of site said, yeah, they're super relevant to 166 00:07:08,640 --> 00:07:10,000 this. And their reviews say that they 167 00:07:10,000 --> 00:07:13,280 are the best pretty much in the country for this particular 168 00:07:13,280 --> 00:07:15,200 thing. And then we searched and it 169 00:07:15,200 --> 00:07:17,040 didn't mention the keyword at all. 170 00:07:17,040 --> 00:07:20,360 They had pictures of people using the product, enjoying the 171 00:07:20,360 --> 00:07:23,480 product and making the most of the experience, but almost not a 172 00:07:23,480 --> 00:07:25,600 single mention across the entire site. 173 00:07:25,600 --> 00:07:27,920 And the keyword had two words in it, and they hadn't mentioned 174 00:07:28,000 --> 00:07:29,920 either word, let alone it as a phrase. 175 00:07:30,200 --> 00:07:33,000 So we quite quickly said, well we'll make those changes shall 176 00:07:33,000 --> 00:07:37,960 we and see and see what starts to happen .3 Kieran, talk us 177 00:07:38,000 --> 00:07:40,120 through another place we need to mention those keywords. 178 00:07:40,640 --> 00:07:42,600 Oh sure, in the heading hierarchy. 179 00:07:42,960 --> 00:07:46,360 So we see a lot of spec especially like Shopify client 180 00:07:46,360 --> 00:07:49,680 come along and and they'll say, you know, their SEO is not great 181 00:07:49,680 --> 00:07:52,800 and they're not ranking so well for keywords and sure they'll 182 00:07:52,800 --> 00:07:55,400 have H ones all over the place. You know, Shopify does allow 183 00:07:55,400 --> 00:07:58,040 that, especially as the title when you're in the back end of 184 00:07:58,040 --> 00:08:02,760 Shopify, but tend to forget the H2, the H3, the H4. 185 00:08:03,200 --> 00:08:05,960 And Google absolutely loves heading hierarchy. 186 00:08:05,960 --> 00:08:09,600 So it loves AH1, it loves AH2, it loves having a couple of H3S 187 00:08:09,600 --> 00:08:11,280 in there. It breaks the content out. 188 00:08:11,640 --> 00:08:14,440 But yeah, what we tend to see, especially with Shopify, is 189 00:08:14,440 --> 00:08:16,320 people do miss out a lot on their headings. 190 00:08:16,320 --> 00:08:18,360 It's really important to put the keywords in there. 191 00:08:18,360 --> 00:08:21,080 It really help the rankings if it's in the H1H2. 192 00:08:22,160 --> 00:08:25,800 And yeah, it's just really helpful to use and we see it a 193 00:08:25,800 --> 00:08:27,720 lot. Clients aren't using it. 194 00:08:27,720 --> 00:08:31,360 It's not super obvious in Shopify how to add a heading, 195 00:08:32,799 --> 00:08:36,360 but once you figure it out, it's very simple and it's really 196 00:08:36,360 --> 00:08:37,679 effective. So it's worth doing. 197 00:08:38,679 --> 00:08:41,880 And in terms of the clients we take on or do an audit of a 198 00:08:41,880 --> 00:08:44,880 review, how many of them have this kind of, I don't want to 199 00:08:44,880 --> 00:08:46,840 say problem, but like missed opportunity, how many of them 200 00:08:46,840 --> 00:08:48,720 have not? Looked, yeah, a tonne, an 201 00:08:48,720 --> 00:08:51,000 absolute tonne. We see a lot of product pages. 202 00:08:51,000 --> 00:08:53,560 It's really hard to squeeze AH 2 into a product page because I'm 203 00:08:53,560 --> 00:08:57,840 sure AH one would be like the product name, you know, normally 204 00:08:57,840 --> 00:09:00,440 as the H2 skipped and then the H3 is normally like key 205 00:09:00,440 --> 00:09:02,760 information or dimensions or something like that. 206 00:09:03,080 --> 00:09:05,880 It's quite hard to fit in. But if you can and you manage to 207 00:09:05,880 --> 00:09:08,560 find the right keyword for these products and put it in the H2, 208 00:09:08,600 --> 00:09:12,440 maybe in the little product description, yeah, it can be 209 00:09:12,600 --> 00:09:15,440 really beneficial for SEO. So definitely something people 210 00:09:15,440 --> 00:09:17,720 miss out on. And we've actually noticed, 211 00:09:17,720 --> 00:09:20,400 haven't we, where Google sometimes grabs if the H2's are 212 00:09:20,400 --> 00:09:23,000 relevant to what the H1's introduced on the whole page, 213 00:09:23,320 --> 00:09:25,960 Google will grab that snippet under the H2, won't it? 214 00:09:25,960 --> 00:09:28,720 And go, so say you're looking at buying a pushchair. 215 00:09:28,720 --> 00:09:31,120 You could have a little snippet underneath saying pushchair or 216 00:09:31,120 --> 00:09:32,960 pram. And Google actually grabs that 217 00:09:32,960 --> 00:09:35,560 because people search should I buy a pushchair or a pram? 218 00:09:35,560 --> 00:09:37,240 And the best thing is if they come in, they're not landing on 219 00:09:37,240 --> 00:09:40,240 like A blog post buying guide and landing on a product that's 220 00:09:40,240 --> 00:09:41,920 got a buy now button. So you're going to get some 221 00:09:41,920 --> 00:09:44,680 sales from that from people that go, OK, I was humming and R ING 222 00:09:44,680 --> 00:09:46,000 this is confirmed. I need a pushchair. 223 00:09:46,000 --> 00:09:48,560 And this is a beautiful yeah. Absolutely. 224 00:09:48,880 --> 00:09:49,920 Yeah. Really does help with the 225 00:09:49,920 --> 00:09:51,400 snippets. So yeah. 226 00:09:52,040 --> 00:09:52,720 Worth using. Nice. 227 00:09:53,400 --> 00:09:57,040 And actually, Kieran, that leads me on really nicely to point #4 228 00:09:57,320 --> 00:09:59,920 which I'm going to talk about. And when we talk about that 229 00:09:59,920 --> 00:10:03,160 content throughout the page, especially on a product page, so 230 00:10:03,160 --> 00:10:06,360 many brands that we talk to look at and, and sometimes and you're 231 00:10:06,600 --> 00:10:09,400 going to talk about a little bit later as well about UX and, and 232 00:10:09,640 --> 00:10:11,360 CRO and the buying decisions and that kind of thing. 233 00:10:11,360 --> 00:10:14,880 But the content level, when we say content is king in SCO, 234 00:10:15,200 --> 00:10:17,920 Google does not want to rank a site that when you land on a 235 00:10:17,920 --> 00:10:20,680 collection, it's just got a list of products and nothing else. 236 00:10:20,920 --> 00:10:24,560 There's no brand story, there's no value adds, there's nothing 237 00:10:24,560 --> 00:10:26,360 to say, hey, here's how you make your decision. 238 00:10:26,360 --> 00:10:29,080 Here's your buying guide, here's your sizing guide, here's your 239 00:10:29,080 --> 00:10:30,600 philtres to find the products you want. 240 00:10:30,680 --> 00:10:32,240 If you've got none of that, you're not going to rank very 241 00:10:32,240 --> 00:10:34,360 well. And even more so when you land 242 00:10:34,360 --> 00:10:36,120 on the actual product page itself. 243 00:10:36,400 --> 00:10:39,760 And it just says, here are some functional box ticks and numbers 244 00:10:39,760 --> 00:10:42,920 about this product, the size, the weight, etcetera, etcetera. 245 00:10:43,200 --> 00:10:44,920 And actually, if you're looking at buying like an item of 246 00:10:44,920 --> 00:10:48,200 clothing, this is not a part for like a machine where it is, I 247 00:10:48,200 --> 00:10:50,800 need the exact size, the exact measurements. 248 00:10:50,800 --> 00:10:53,760 It's got to be the right durability and it has to meet so 249 00:10:53,760 --> 00:10:55,880 many requirements. Actually, I am buying purely on 250 00:10:55,880 --> 00:10:58,160 features here. And then I might choose who I 251 00:10:58,160 --> 00:11:00,240 buy from based on some of the benefits, how quickly it 252 00:11:00,240 --> 00:11:03,080 arrives, the price, et cetera. When you're buying clothing and 253 00:11:03,080 --> 00:11:05,600 fashion items and more luxury items or something for the 254 00:11:05,600 --> 00:11:08,920 house, actually talking to customers in your content is so 255 00:11:08,920 --> 00:11:12,240 important to say this product goes well in this kind of room 256 00:11:12,240 --> 00:11:15,640 or it works with this kind of like I saw on a fashion site the 257 00:11:15,640 --> 00:11:18,360 other day where they actually put like whatever, they almost 258 00:11:18,360 --> 00:11:20,520 had a table and it was like, whatever your eye colour is, 259 00:11:20,520 --> 00:11:23,240 these are the perfect colours for you to wear as tops. 260 00:11:23,640 --> 00:11:26,640 And I thought that's a really interesting piece of content 261 00:11:26,640 --> 00:11:30,080 that I haven't seen enough. But you go to any stylist and 262 00:11:30,080 --> 00:11:32,040 you know, any kind of tailor, they'll look, take one look at 263 00:11:32,040 --> 00:11:34,960 your eyes and your hair colour and, and whether you've got a 264 00:11:34,960 --> 00:11:37,560 beard or not and go, this is, these are the suit colours for 265 00:11:37,560 --> 00:11:39,000 you. These will suit you much more 266 00:11:39,000 --> 00:11:40,560 than these ones. You know, don't, if you don't 267 00:11:40,560 --> 00:11:43,600 have brown eyes, don't wear a brown suit is it's something I 268 00:11:43,600 --> 00:11:45,400 learnt when when I was buying a suit last. 269 00:11:45,800 --> 00:11:49,000 And so I think that additional content is so important and 270 00:11:49,200 --> 00:11:51,240 certainly for people like yourself and, and, and me 271 00:11:51,240 --> 00:11:53,640 Kieran, like it gives us something to actually work with 272 00:11:53,640 --> 00:11:56,240 as well. Like, technical's great, but the 273 00:11:56,240 --> 00:11:57,920 content is so important, isn't it? 274 00:11:58,240 --> 00:12:01,200 Yeah, definitely on page is always the top content will 275 00:12:01,240 --> 00:12:04,480 always be king. So yeah, make sure. 276 00:12:04,480 --> 00:12:06,840 Absolutely. Yeah, yeah. 277 00:12:07,200 --> 00:12:09,160 And point #5 Kieran, talk us through. 278 00:12:09,320 --> 00:12:11,320 Talk us through the next one. Yeah, absolutely. 279 00:12:11,320 --> 00:12:13,880 So point #5 is just creating collections. 280 00:12:14,080 --> 00:12:16,480 Obviously, you know, there's two ways to this. 281 00:12:16,480 --> 00:12:18,520 There's there's too many collections or there's too 282 00:12:18,520 --> 00:12:20,760 little collections. So we had a client recently, 283 00:12:20,800 --> 00:12:23,240 they're sort of into like designer fashion and this sort 284 00:12:23,280 --> 00:12:27,480 of sort of stuff. And what we found was they had I 285 00:12:27,560 --> 00:12:29,960 think it was around 13 collections, but they had 286 00:12:30,000 --> 00:12:33,200 anywhere between sort of 15 to 30,000 products. 287 00:12:33,560 --> 00:12:35,960 So it was a bit like where are all these products going? 288 00:12:37,280 --> 00:12:40,680 You know, they can't all just fit into 13 collections. 289 00:12:40,680 --> 00:12:43,960 Now, we have limited time with this client, but you did decide 290 00:12:43,960 --> 00:12:46,680 to break out lots of different collections into their top 291 00:12:46,680 --> 00:12:49,720 designers or their top brands or anything like that. 292 00:12:49,720 --> 00:12:51,680 I mean, you could do it separately, you could do it into 293 00:12:52,560 --> 00:12:55,200 trousers or tops or anything like that. 294 00:12:56,080 --> 00:12:59,040 But for us, yeah, it was just doing it by the top brands. 295 00:12:59,040 --> 00:13:01,240 And it just leads to more conversions because you're 296 00:13:01,240 --> 00:13:06,080 sending traffic from point A, which is a collection with 297 00:13:06,560 --> 00:13:10,040 10,000 products, to point B, which is a collection with just 298 00:13:10,040 --> 00:13:12,800 60 products. And people are much more likely 299 00:13:12,800 --> 00:13:15,120 to philtre through 60 products and look through 10,000 300 00:13:15,120 --> 00:13:16,840 products. No one has time for that. 301 00:13:16,840 --> 00:13:19,920 So yeah, it's worth definitely like branching out your 302 00:13:19,920 --> 00:13:22,080 collections. You know, websites like an 303 00:13:22,080 --> 00:13:26,360 octopus, the more tentacles it has pages for this example, the 304 00:13:26,360 --> 00:13:29,000 more food it can catch for the exact same. 305 00:13:29,160 --> 00:13:30,720 Collections are very conversional. 306 00:13:30,720 --> 00:13:32,880 I know a lot of people convert on the product pages, but 307 00:13:32,880 --> 00:13:35,640 obviously they go to the collection pages first unless 308 00:13:35,640 --> 00:13:36,960 they're looking for a direct product. 309 00:13:36,960 --> 00:13:41,160 So yeah, branch collections out, make sure, make sure your 310 00:13:41,160 --> 00:13:44,600 website's clear and it's easy to understand and people know what 311 00:13:44,600 --> 00:13:46,760 they're looking for. So yeah, just make it 312 00:13:46,760 --> 00:13:48,920 accessible. Absolutely. 313 00:13:48,920 --> 00:13:51,040 And and just like you said on point #1 as well, like do it 314 00:13:51,040 --> 00:13:54,400 around keywords, don't just go, this would be a nice collection. 315 00:13:54,400 --> 00:13:56,920 I mean, that's fine for other marketing like e-mail or maybe 316 00:13:56,920 --> 00:13:59,480 even advertising where you can send people, put a message in 317 00:13:59,480 --> 00:14:01,760 front of them and they come in. But actually when we're trying 318 00:14:01,760 --> 00:14:04,120 to organically get traffic and and rankings for collections, 319 00:14:04,120 --> 00:14:05,760 like call the collections a keyword. 320 00:14:06,120 --> 00:14:09,560 So if somebody searches for, as we're saying, like a particular 321 00:14:09,560 --> 00:14:12,240 designer or something or particular brands have a 322 00:14:12,240 --> 00:14:14,760 collection for that brand, have sub collections underneath. 323 00:14:14,760 --> 00:14:17,640 If you've got enough products and start branching out, which I 324 00:14:17,640 --> 00:14:22,760 absolutely love bringing that into point #6 something that can 325 00:14:22,760 --> 00:14:26,120 actually get worse and be harmed by all the things we've said. 326 00:14:26,280 --> 00:14:28,440 Well, almost all the things we've suggested so far. 327 00:14:28,440 --> 00:14:30,400 And point #6 really is about page speed. 328 00:14:30,560 --> 00:14:33,560 And anyone that's ever worked in marketing or e-commerce will 329 00:14:33,560 --> 00:14:37,240 know page speed is so important. And one of the things we found 330 00:14:37,240 --> 00:14:40,720 with Shopify especially and talking to Shopify developers 331 00:14:40,720 --> 00:14:44,200 and agencies is so many of them have come to us and said that, 332 00:14:45,040 --> 00:14:47,760 you know, like, oh, Shopify locks all the back end files. 333 00:14:48,280 --> 00:14:51,960 We can't actually access half the files we need to to make 334 00:14:51,960 --> 00:14:54,680 Shopify any faster. This is as good as it's going to 335 00:14:54,680 --> 00:14:56,120 get. They're all wrong. 336 00:14:56,320 --> 00:14:58,200 They're completely wrong. And I've got proof. 337 00:14:58,520 --> 00:15:02,240 So we, we've got several clients now who it's not necessarily 338 00:15:02,240 --> 00:15:05,040 been easy, but we're starting to pick up the same sort of things 339 00:15:05,040 --> 00:15:07,240 through and through. But we've got several clients 340 00:15:07,240 --> 00:15:09,920 that are mobile page speed on Google page speed insights. 341 00:15:09,920 --> 00:15:13,840 We're now between 60 and 80 out of 100, many of them starting to 342 00:15:13,840 --> 00:15:18,080 hit the Green Zone as well. What we're finding is if we make 343 00:15:18,280 --> 00:15:21,920 no other changes but improve page speed, the same moment that 344 00:15:21,920 --> 00:15:25,440 we can improve page speed, conversion rates go up as well. 345 00:15:25,840 --> 00:15:28,560 There is so much to be said for a site that just loads really 346 00:15:28,560 --> 00:15:32,400 quickly, especially when so many of us are sitting in our offices 347 00:15:32,400 --> 00:15:35,480 working on our Shopify stores and we're on a desktop and a 348 00:15:35,480 --> 00:15:37,960 really fast Internet connection, probably sitting in a city 349 00:15:37,960 --> 00:15:40,920 somewhere or we're at home and we're the only one using the 350 00:15:40,920 --> 00:15:43,080 Wi-Fi network right now. That's not where your customers 351 00:15:43,080 --> 00:15:45,200 shop. Like go and jump on a train and 352 00:15:45,200 --> 00:15:48,960 get out of the biggest city you can find on a train during rush 353 00:15:48,960 --> 00:15:51,840 hour and try and get that website to load quickly on a 354 00:15:51,840 --> 00:15:53,280 mobile device. You can't. 355 00:15:53,560 --> 00:15:56,240 And that's why that's why it's so important to start optimising 356 00:15:56,240 --> 00:15:57,800 that. I often make the joke on the 357 00:15:57,800 --> 00:15:59,520 side of a mountain. If you can get your site to load 358 00:15:59,520 --> 00:16:01,320 quickly on the side of a mountain or on a commuter train 359 00:16:01,320 --> 00:16:06,000 out of out of London or New York or LA or wherever, now you're 360 00:16:06,000 --> 00:16:07,400 starting to to make some headway. 361 00:16:07,400 --> 00:16:09,800 And you will see sales increase because people trust the website 362 00:16:09,800 --> 00:16:12,800 because it just loads really quickly and it's a seamless user 363 00:16:12,800 --> 00:16:15,160 experience. Which leads me on nicely to 364 00:16:15,160 --> 00:16:17,240 point #7 Kieran talk us through the next one. 365 00:16:17,720 --> 00:16:21,360 Sweet. So we always suggest UX 366 00:16:21,360 --> 00:16:23,040 tracking. So UX stands for user 367 00:16:23,040 --> 00:16:25,800 experience. So there's many tools out there 368 00:16:25,800 --> 00:16:27,560 you can use. So for example, you can use 369 00:16:27,560 --> 00:16:30,880 Hotjar, you can use Yandex Metrica, you can use Microsoft 370 00:16:30,880 --> 00:16:32,640 Clarity. There's loads out there. 371 00:16:33,040 --> 00:16:35,920 I think the one issue with UX tracking is it will slightly 372 00:16:35,920 --> 00:16:38,080 slow down the site. So just from next point about 373 00:16:38,080 --> 00:16:41,120 site speed, sometimes you've got to sacrifice your leg to keep 374 00:16:41,120 --> 00:16:42,680 walking. Sounds a bit weird. 375 00:16:42,880 --> 00:16:46,040 So yeah, adding these sorts of softwares can slow the site down 376 00:16:46,760 --> 00:16:48,360 very slightly. So I wouldn't recommend it 377 00:16:48,480 --> 00:16:52,640 having tracking software on your site all year round, or at least 378 00:16:52,640 --> 00:16:54,320 UX tracking software all year round. 379 00:16:54,920 --> 00:16:57,680 But it's really handy to do so because it can really point out 380 00:16:57,680 --> 00:16:59,200 where your website might be failing. 381 00:16:59,560 --> 00:17:03,360 We have a really good example of a client that sells contemporary 382 00:17:03,360 --> 00:17:06,839 furniture. We had a lot of issues where 383 00:17:06,839 --> 00:17:09,680 there's a bit of finger pointing, just sort of saying, 384 00:17:09,680 --> 00:17:11,640 you know, why isn't conversions coming through? 385 00:17:12,280 --> 00:17:14,119 And we were sort of sitting there thinking about traffic's 386 00:17:14,119 --> 00:17:16,920 there, so what's going wrong? What's the issue? 387 00:17:16,920 --> 00:17:20,680 So what we decided to do was just use Microsoft clarity, have 388 00:17:20,680 --> 00:17:22,160 a look. And we kind of figured out that 389 00:17:22,160 --> 00:17:24,000 a lot of their products were on pre-order. 390 00:17:24,480 --> 00:17:27,640 So we highly suggested, right, let's change pre-order to 391 00:17:28,400 --> 00:17:30,600 extended order delivery. So instead of it's saying 392 00:17:30,600 --> 00:17:34,080 pre-order wait four to six weeks for your product, it'll be order 393 00:17:34,080 --> 00:17:36,280 now. And then, you know, sort of 394 00:17:36,280 --> 00:17:38,600 three to four week wait instead of saying pre-order. 395 00:17:38,840 --> 00:17:40,280 And we did. We saw an increase in 396 00:17:40,280 --> 00:17:43,120 conversions, and it was overnight once it was all 397 00:17:43,120 --> 00:17:44,560 changed. So it really does show that 398 00:17:44,560 --> 00:17:47,440 sometimes your wording can really put people off. 399 00:17:48,200 --> 00:17:52,200 Whereas, you know, if you reword it or reshuffle it or change it 400 00:17:52,200 --> 00:17:53,680 up a little bit, it can really help. 401 00:17:53,680 --> 00:17:55,560 It can really change your conversion rate. 402 00:17:55,560 --> 00:17:58,280 So yeah, worth doing, worth checking, yeah. 403 00:17:59,040 --> 00:18:00,480 Yeah. And what I love about this 404 00:18:00,480 --> 00:18:03,440 point, and I think if there's one we should emphasise the most 405 00:18:03,600 --> 00:18:05,800 on today's episode, it's probably this about user 406 00:18:05,800 --> 00:18:09,560 experience. Google absolutely loves it where 407 00:18:09,560 --> 00:18:13,080 we highlight something that has been annoying customers, 408 00:18:13,080 --> 00:18:14,720 annoying using the site and fix it. 409 00:18:15,160 --> 00:18:17,840 Sometimes it they almost put you higher than other sites that 410 00:18:17,840 --> 00:18:20,560 didn't have a problem in the 1st place because at least you're 411 00:18:20,560 --> 00:18:23,560 being proactive. So one of the most daunting 412 00:18:23,560 --> 00:18:26,840 things I think that any e-commerce manager or founder or 413 00:18:26,840 --> 00:18:29,520 anyone can hear is, oh, you've got to keep making changes and 414 00:18:29,520 --> 00:18:31,520 keep doing stuff for SEO to be effective. 415 00:18:31,760 --> 00:18:34,840 That's quite daunting until you think about conversion rate in 416 00:18:34,840 --> 00:18:37,240 UX. We've got a test going on at the 417 00:18:37,240 --> 00:18:39,840 moment and I don't have the results yet, but I have asked 418 00:18:39,840 --> 00:18:41,200 the client if we can share them and he's gone. 419 00:18:41,200 --> 00:18:44,080 Yeah, absolutely fine. And it's a CRO agency running 420 00:18:44,080 --> 00:18:45,920 it. We fed into it and we've just 421 00:18:46,080 --> 00:18:50,000 quadrupled the length of their product pages without affecting 422 00:18:50,000 --> 00:18:52,920 page speeds, but adding tonnes more information in. 423 00:18:53,680 --> 00:18:55,880 It's only been live 3 or 4 days at the time of recording this, 424 00:18:55,880 --> 00:18:59,240 so I'm so excited to go. We've gone gung ho from like 425 00:18:59,240 --> 00:19:01,640 nothing to everything on the page. 426 00:19:01,640 --> 00:19:03,680 Not everything's going to be relevant, but the plan right now 427 00:19:03,680 --> 00:19:07,080 is let's just do it. See conversion rates increase 428 00:19:07,280 --> 00:19:09,120 and once we've seen them increase, then we'll start 429 00:19:09,120 --> 00:19:12,160 removing it bit by removing kind of one feature at a time as an 430 00:19:12,200 --> 00:19:14,680 AB test to see which one had the most impact. 431 00:19:14,680 --> 00:19:17,280 Basically to then learn, like, OK, customers don't care about 432 00:19:17,280 --> 00:19:18,480 this. We can shrink the page back down 433 00:19:18,480 --> 00:19:20,040 a bit, conversion rate's still there. 434 00:19:20,560 --> 00:19:23,400 But we've added so much about like who the brand are and 435 00:19:23,440 --> 00:19:25,840 everything else and actually looking at customer service 436 00:19:25,840 --> 00:19:29,240 queries as well and feeding that into the contents where people 437 00:19:29,240 --> 00:19:32,240 contact customer service, say my products arrive like it feels 438 00:19:32,240 --> 00:19:34,840 really thin, am IO, is this going to keep me warm? 439 00:19:34,840 --> 00:19:37,080 Why OK to use this on a hike through Norway. 440 00:19:37,960 --> 00:19:40,000 And it's like, oh, actually that's a really important piece 441 00:19:40,000 --> 00:19:41,720 of content becomes USP for the product. 442 00:19:42,000 --> 00:19:44,200 And Google loves that. We're listening to customers 443 00:19:44,200 --> 00:19:47,520 making a change to our user experience, and again, bringing 444 00:19:47,520 --> 00:19:49,400 it back to that most important thing, content. 445 00:19:49,400 --> 00:19:52,480 We're writing content about the things that customers really 446 00:19:52,480 --> 00:19:54,920 care about. Half of it will boost keywords, 447 00:19:54,920 --> 00:19:56,600 and the other half of the content will just boost 448 00:19:56,600 --> 00:19:58,760 conversion, which also boosts the keyword. 449 00:19:58,760 --> 00:20:01,120 Because Google doesn't want to send traffic to a site no one 450 00:20:01,120 --> 00:20:03,280 buys from. It wants to send traffic to a 451 00:20:03,600 --> 00:20:06,200 site where people go. I've found this website on 452 00:20:06,200 --> 00:20:07,760 Google. I've made my decision. 453 00:20:07,760 --> 00:20:09,720 I'm buying this product. I'm not going anywhere else. 454 00:20:09,920 --> 00:20:11,960 And Google can obviously see all of that activity. 455 00:20:12,800 --> 00:20:14,640 And Kieran, this isn't one of the points on our list, but 456 00:20:14,640 --> 00:20:17,360 let's talk about this quickly. How surprised were you? 457 00:20:17,840 --> 00:20:20,840 Were you as surprised as I was when we got the leak released? 458 00:20:21,040 --> 00:20:22,400 We were reading about it in spec. 459 00:20:22,920 --> 00:20:27,080 How surprised were you when you read about Chrome watching users 460 00:20:27,080 --> 00:20:29,640 around the whole Internet? The Google Chrome exists for SEO 461 00:20:29,640 --> 00:20:32,920 and no other reason initially. Yeah, well, we knew it was 462 00:20:32,920 --> 00:20:35,680 happening anyway. Google's the big Google. 463 00:20:35,680 --> 00:20:38,600 Almost like the government of the Internet at the moment. 464 00:20:38,600 --> 00:20:41,120 Yeah, as long as you're not on the dark web. 465 00:20:41,120 --> 00:20:45,080 But yeah, so it doesn't surprise me. 466 00:20:45,080 --> 00:20:47,200 They've been watching for years. They've been watching since the 467 00:20:47,200 --> 00:20:50,000 90s. And plus, they collect all our 468 00:20:50,000 --> 00:20:51,640 data, so they want to know what we're up to. 469 00:20:51,640 --> 00:20:52,800 They want to see what's going on. 470 00:20:52,800 --> 00:20:57,600 So I wasn't super surprised. Google's very nosy, but it's 471 00:20:57,600 --> 00:21:00,160 nice to know we can confirm it now because they have been 472 00:21:00,160 --> 00:21:02,480 denying it for many years. So the fact that it's finally 473 00:21:02,480 --> 00:21:04,480 come out in this leak was really grand to hear. 474 00:21:04,480 --> 00:21:08,280 So yeah, it's interesting. Which does make SEO a bit more 475 00:21:08,280 --> 00:21:10,600 fun, doesn't it? Then we, we always used to focus 476 00:21:10,600 --> 00:21:12,360 on this for a conversion perspective because that's 477 00:21:12,560 --> 00:21:15,080 people don't buy us to get to #1 and Google they, they buy our 478 00:21:15,080 --> 00:21:18,640 services obviously and or do SEO in the 1st place to make more 479 00:21:18,640 --> 00:21:20,800 money. So yeah, it's quite reassuring 480 00:21:20,800 --> 00:21:23,160 actually that all the stuff we do on site, Google is using 481 00:21:23,160 --> 00:21:25,800 watching, regardless of Google Analytics or anything else 482 00:21:25,800 --> 00:21:27,640 actually running. Do you ever find that in your 483 00:21:27,640 --> 00:21:30,440 warehouse you have dead stock, you can't sell it, no one wants 484 00:21:30,440 --> 00:21:31,880 to buy it and you can't get a refund on it. 485 00:21:32,160 --> 00:21:35,240 Or alternatively, you're missing inventory in your warehouse that 486 00:21:35,240 --> 00:21:37,400 you need, you've got sales coming in and you're low on 487 00:21:37,400 --> 00:21:40,080 stock and you haven't ordered more stock in time. 488 00:21:40,200 --> 00:21:42,120 All these things hit profit. And I've been there. 489 00:21:42,120 --> 00:21:44,760 I've run my own Shopify store and had exactly that problem. 490 00:21:44,920 --> 00:21:46,920 But we've partnered up with Inventory Planner who have the 491 00:21:46,920 --> 00:21:50,480 most incredible app to help you manage that and forecast exactly 492 00:21:50,480 --> 00:21:53,800 what products, what skews even down to what colour of product 493 00:21:53,800 --> 00:21:56,880 you need to order in advance to make sure stock levels remain 494 00:21:56,920 --> 00:21:59,640 consistent throughout. They're also running a seven day 495 00:21:59,680 --> 00:22:01,000 boot camp. And if you want to go and sign 496 00:22:01,000 --> 00:22:03,960 up to that, it's 7 emails every seven days and it takes the same 497 00:22:03,960 --> 00:22:05,520 amount of time as your morning coffee. 498 00:22:05,560 --> 00:22:07,960 And in seven days, like me, you can become an inventory 499 00:22:08,000 --> 00:22:10,320 management pro. Both links are in the 500 00:22:10,320 --> 00:22:13,680 description. Enjoy XML site maps. 501 00:22:13,680 --> 00:22:16,600 So we're going to get technical and apologies if this sounds 502 00:22:16,600 --> 00:22:18,160 boring. You get this wrong. 503 00:22:18,360 --> 00:22:20,520 There's no point doing any SEO whatsoever. 504 00:22:21,320 --> 00:22:23,720 Shopify pumps out an XML site map. 505 00:22:23,920 --> 00:22:26,280 It's like the XML is like a giant spreadsheet. 506 00:22:26,280 --> 00:22:28,480 You can actually import it into a spreadsheet and it looks like 507 00:22:28,480 --> 00:22:31,760 one, but an XML file lists every single page on your website and 508 00:22:31,760 --> 00:22:33,880 a few little bits of information about that page, like when it 509 00:22:33,880 --> 00:22:37,840 was launched, last updated, how important it is, how often it's 510 00:22:37,840 --> 00:22:39,320 updated. And Shopify does this 511 00:22:39,680 --> 00:22:41,960 automatically. So why am I bringing it up? 512 00:22:42,280 --> 00:22:45,240 Well, you can break the system very easily without realising. 513 00:22:45,680 --> 00:22:48,320 So one of the biggest things that Google Search Console, 514 00:22:48,320 --> 00:22:50,560 which we mentioned right at the start about keyword tracking, it 515 00:22:50,560 --> 00:22:52,640 doesn't just track keywords, it also audits your site. 516 00:22:52,640 --> 00:22:55,240 It does other stuff and it is Google telling you what Google 517 00:22:55,240 --> 00:22:57,640 thinks. So it's the most important tool 518 00:22:57,640 --> 00:23:00,480 as far as I'm concerned on, on SEO and, and I'm happy to be 519 00:23:00,480 --> 00:23:03,000 proven wrong on that, but I won't be it's, it really is the 520 00:23:03,000 --> 00:23:06,280 most important tool. But on there, it will tell you 521 00:23:06,320 --> 00:23:09,960 if you've got a page in your site map that you've also added 522 00:23:09,960 --> 00:23:13,040 a no index tag to. So what's happened is Google's 523 00:23:13,040 --> 00:23:16,360 gone to your website, it's found the XML sitemap, and it's going 524 00:23:16,360 --> 00:23:18,640 through page by page and looking at all these pages you've told 525 00:23:18,640 --> 00:23:20,240 it to. And it reaches some of those 526 00:23:20,240 --> 00:23:21,600 pages. And you've said, don't index 527 00:23:21,600 --> 00:23:23,760 this Google. And Google gets the huff and 528 00:23:23,760 --> 00:23:26,320 goes, well, hang on a minute. You're telling me to look at 529 00:23:26,320 --> 00:23:28,400 this page and then when I get there, you're telling me not to 530 00:23:28,400 --> 00:23:30,560 index it or look at it or take it into account. 531 00:23:31,040 --> 00:23:34,000 So don't give me the runaround. Don't waste my time is what 532 00:23:34,000 --> 00:23:36,440 Google is is is saying through Google Search Console. 533 00:23:36,920 --> 00:23:39,800 So it's very easy to do on Shopify and especially if you're 534 00:23:39,800 --> 00:23:42,680 on Plus, but you can do some stuff not on Plus as well to 535 00:23:42,680 --> 00:23:45,640 actually modify what does appear in your XML sign map and what 536 00:23:45,640 --> 00:23:48,880 doesn't. To take this as a level further, 537 00:23:49,040 --> 00:23:52,320 we have some clients that have like 1-1 in particular has over 538 00:23:52,320 --> 00:23:57,800 100 million pages and results showing on Google, 100 million 539 00:23:57,800 --> 00:24:00,120 results on Google. So just think about how big that 540 00:24:00,120 --> 00:24:02,480 is. And they have over 100 million 541 00:24:02,480 --> 00:24:05,800 pages on the website, but Google doesn't look at anywhere near 542 00:24:05,800 --> 00:24:07,360 that many. There's a thing called a cruel 543 00:24:07,360 --> 00:24:09,920 budget. Google will actually get bored 544 00:24:09,920 --> 00:24:12,840 looking at your site. And to be perfectly frank, 545 00:24:12,840 --> 00:24:16,600 regardless of your size, almost every single site will be 546 00:24:16,600 --> 00:24:19,120 hitting its cruel budget because Google would determine that 547 00:24:19,120 --> 00:24:22,200 cruel budget based on how much of the site it thinks it needs 548 00:24:22,200 --> 00:24:24,160 to look at to get the pages that it needs. 549 00:24:24,840 --> 00:24:28,880 So also revealed in the leak and where XML site maps become even 550 00:24:28,880 --> 00:24:32,160 more important is you do not want Google wasting time on 551 00:24:32,160 --> 00:24:34,760 pages that don't convert, that have high bounce rates and 552 00:24:34,760 --> 00:24:37,200 everything else. Because say Google is looking at 553 00:24:37,200 --> 00:24:39,960 100 of your blog posts, 10 of your products and 10 of your 554 00:24:39,960 --> 00:24:42,720 collections. That's 100 pages where people 555 00:24:42,720 --> 00:24:43,960 don't convert. And you might have quite a high 556 00:24:43,960 --> 00:24:46,440 bounce rate because people search for something, search for 557 00:24:46,440 --> 00:24:48,560 a problem, they land on your blog and they get the answer. 558 00:24:48,560 --> 00:24:50,120 So then they leave. They've finished, they've, 559 00:24:50,120 --> 00:24:52,560 they've got what they wanted. Doesn't mean we shouldn't be 560 00:24:52,560 --> 00:24:56,040 doing blogs, but we need to be a lot smarter about how we hook 561 00:24:56,040 --> 00:24:58,360 people in. So how we get them to go from 562 00:24:58,640 --> 00:25:01,240 seeing a blog post to filling out an e-mail address and 563 00:25:01,240 --> 00:25:02,960 joining our newsletter or filling out a blog post and 564 00:25:02,960 --> 00:25:05,560 browsing some products. Or is is the answer to the 565 00:25:05,560 --> 00:25:08,480 problem your products? So talk about your product and 566 00:25:08,480 --> 00:25:10,280 don't give in. And this is where marketing and 567 00:25:10,280 --> 00:25:13,240 sales comes. And don't give too much away on 568 00:25:13,240 --> 00:25:17,160 the the actual blog post itself or the article or the buying 569 00:25:17,160 --> 00:25:18,760 guide or whatever that bit of content is. 570 00:25:19,040 --> 00:25:22,120 Give most of your answers on the product page where there's a big 571 00:25:22,120 --> 00:25:25,040 buy button and some of the USPS and a reason to purchase this 572 00:25:25,040 --> 00:25:27,720 thing today. So actually, the site map is so 573 00:25:27,720 --> 00:25:31,680 important to make sure Google is spending its time looking at the 574 00:25:31,680 --> 00:25:34,440 right pages, reading the right things, and therefore only 575 00:25:34,440 --> 00:25:36,960 ranking pages that you want them to rank. 576 00:25:37,240 --> 00:25:39,280 And something we saw in the the leak, didn't we? 577 00:25:39,280 --> 00:25:40,880 Kieran, I don't know if you want to talk a bit more about this. 578 00:25:41,000 --> 00:25:44,560 As well as loads of dead pages is very very bad. 579 00:25:44,600 --> 00:25:48,120 Like every page should be used. Yeah, absolutely. 580 00:25:48,120 --> 00:25:51,560 Just a quick FYI though, Google still looks at your no index 581 00:25:51,560 --> 00:25:54,760 pages, it just doesn't put them in the search. 582 00:25:54,760 --> 00:25:56,600 It's very strange Google. I don't want to see. 583 00:25:56,600 --> 00:26:00,160 It's wasting time, isn't? It yeah, you know, it's saying I 584 00:26:00,200 --> 00:26:03,800 don't you know, I don't want to see these awful high bounce rate 585 00:26:03,800 --> 00:26:06,080 pages, but Google will still go looking. 586 00:26:06,200 --> 00:26:08,600 They still want to know they're like crazy X it's like, oh, I 587 00:26:08,640 --> 00:26:14,840 don't stalk you, but they still do so yeah, so bear that in 588 00:26:14,840 --> 00:26:16,320 mind. But I think with Shopify, 589 00:26:16,320 --> 00:26:19,000 obviously lots of products coming in, lots of collections, 590 00:26:19,240 --> 00:26:25,200 you know, it's big e-commerce or CMS, yeah, it's worth just like 591 00:26:25,200 --> 00:26:27,920 Nick said, keep your cruel budget low. 592 00:26:28,280 --> 00:26:29,840 Make sure the important pages are there. 593 00:26:30,080 --> 00:26:32,040 Don't just get rid of pages because you think they're not 594 00:26:32,040 --> 00:26:33,480 useful, because some of them might be useful. 595 00:26:33,480 --> 00:26:37,880 It's also worth checking the data to make sure that a page is 596 00:26:37,880 --> 00:26:41,320 or isn't useful. Yeah, absolutely. 597 00:26:41,520 --> 00:26:43,280 And that talking about the Google League leads us on 598 00:26:43,280 --> 00:26:46,800 nicely, actually, to point #9 where Google's even more creepy 599 00:26:46,800 --> 00:26:48,960 than we thought. Tell us about point #9 Kieran. 600 00:26:49,200 --> 00:26:54,400 Point #9 is the main age. So obviously there's no, you 601 00:26:54,400 --> 00:26:57,120 can't control this. You can't, you know, I can't 602 00:26:57,120 --> 00:27:00,760 just build a website tomorrow and go, right, put 10 years of, 603 00:27:02,000 --> 00:27:04,000 I don't know, being on the Internet on there. 604 00:27:04,000 --> 00:27:06,280 We can't. So it's not something you can 605 00:27:06,280 --> 00:27:08,800 necessarily change, but it's worth reviewing. 606 00:27:08,800 --> 00:27:11,040 So have a look at your competitors, find out when was 607 00:27:11,040 --> 00:27:13,360 their domain purchased? When did it go live? 608 00:27:14,400 --> 00:27:16,920 Yeah, Google's been lying for years saying domain age isn't 609 00:27:16,920 --> 00:27:19,240 the ranking factor. But luckily, this leaked proved 610 00:27:19,240 --> 00:27:22,520 that it very much is. So if you're sat there thinking 611 00:27:22,520 --> 00:27:26,360 about running a Shopify website or, or a Webpress website or 612 00:27:26,360 --> 00:27:29,640 anything like that, get it live ASAP because all your 613 00:27:29,640 --> 00:27:32,600 competitors have been in the market for 10/20/30 years, some 614 00:27:32,600 --> 00:27:34,280 of them. And trust me, Google's going to 615 00:27:34,680 --> 00:27:37,520 make sure they're above you because they trust them and they 616 00:27:37,520 --> 00:27:39,960 trusted them for the last 20 years, whereas they don't trust 617 00:27:39,960 --> 00:27:42,400 you that you've only just come on on the Internet. 618 00:27:43,600 --> 00:27:47,520 So yeah, bear that in mind and please, yeah, just just review 619 00:27:47,520 --> 00:27:50,800 your competitors. The problem is also, I'll add, 620 00:27:50,800 --> 00:27:54,760 is that Google will sandbox you for the first year or two. 621 00:27:55,200 --> 00:27:58,040 Don't know the exact timings, but we reckon about a year or 622 00:27:58,040 --> 00:27:59,760 two. So once your website's first 623 00:27:59,760 --> 00:28:03,480 live, Google almost puts you in this box that says we don't 624 00:28:03,480 --> 00:28:05,320 trust you yet. We don't know you, we don't know 625 00:28:05,320 --> 00:28:07,920 who you are or what you stand for or what your plan is. 626 00:28:08,840 --> 00:28:11,160 So just bear that in mind when releasing a website. 627 00:28:11,560 --> 00:28:14,360 It's a you know, it's a marathon, not a Sprint, so give 628 00:28:14,360 --> 00:28:15,880 it time. Yeah, yeah. 629 00:28:15,880 --> 00:28:18,440 And we've seen some sites get indexed really quickly, but 630 00:28:18,640 --> 00:28:21,160 they're basically gone viral, you know, like they're all over 631 00:28:21,160 --> 00:28:22,600 social media and all over the news. 632 00:28:22,600 --> 00:28:24,960 And gig was like, all right, we're normally supposed to sit 633 00:28:24,960 --> 00:28:27,360 in the sandbox for at least a few months, if not, as you say, 634 00:28:27,360 --> 00:28:28,920 like a year or two in some cases. 635 00:28:29,600 --> 00:28:31,880 But you're making too much noise, which I think is a good 636 00:28:31,880 --> 00:28:34,280 news that if you're sitting there going well, I was going to 637 00:28:34,280 --> 00:28:37,000 rely quite heavily on SEO, and my domain's completely new and I 638 00:28:37,000 --> 00:28:39,240 haven't launched it yet. All is not lost. 639 00:28:39,520 --> 00:28:42,240 But you, you have got to prove that you're better and that it's 640 00:28:42,240 --> 00:28:44,480 not. And I guess what the good point 641 00:28:44,480 --> 00:28:47,080 to make here that we've not made at all in this episode, but we 642 00:28:47,080 --> 00:28:50,040 make a lot about SEO, is Google's trying to do what's 643 00:28:50,040 --> 00:28:53,960 best for the user, sometimes without the user even knowing 644 00:28:53,960 --> 00:28:55,960 it's a thing. And I put cookies and stuff in 645 00:28:55,960 --> 00:28:58,880 that category where Google and the EU and the US government all 646 00:28:58,880 --> 00:29:01,320 arguing about cookies. At the moment, no one even knows 647 00:29:01,320 --> 00:29:03,800 what a cookie is unless you're really nerdy like Kieran and I 648 00:29:03,800 --> 00:29:06,240 in the industry and then kind of look at them in a regular basis. 649 00:29:06,960 --> 00:29:09,680 But they do some things for your own good. 650 00:29:09,680 --> 00:29:12,800 But sometimes, and this one in particular, if you're a new 651 00:29:12,800 --> 00:29:15,520 brand, you've got to convince customers that you're worth 652 00:29:15,520 --> 00:29:17,840 buying from. So Google just takes the same 653 00:29:17,840 --> 00:29:20,240 stance and says, I'm not just going to endorse you and chat 654 00:29:20,240 --> 00:29:22,720 you up at the top of Google unless you've got a monopoly on 655 00:29:22,720 --> 00:29:25,440 something or no one's there or something's gone really viral. 656 00:29:25,440 --> 00:29:28,600 And everyone's saying this is the craziest new product, toy, 657 00:29:28,680 --> 00:29:31,120 whatever that everybody's talking about. 658 00:29:31,400 --> 00:29:33,440 But you can still drive some of those articles. 659 00:29:33,640 --> 00:29:36,520 And I think suddenly when you launch a new product, phone 1000 660 00:29:36,520 --> 00:29:39,000 journalists or e-mail them all and literally just say to every 661 00:29:39,000 --> 00:29:42,360 last one of them like, you know, this is the product everybody's 662 00:29:42,360 --> 00:29:45,440 been waiting for or everybody's talking about this or On this 663 00:29:45,440 --> 00:29:47,400 date, I've got tonnes of articles going out. 664 00:29:47,400 --> 00:29:49,760 We've got a big press launch, big campaign, everyone's going 665 00:29:49,760 --> 00:29:51,440 to be talking about it. And we'd love your newspaper to 666 00:29:51,440 --> 00:29:53,760 talk about it as well. You know, you do an article on 667 00:29:53,760 --> 00:29:56,480 it as well and you kind of build that hype, which which would 668 00:29:56,480 --> 00:30:01,240 help massively with this. We we also like I'm a big fan. 669 00:30:01,240 --> 00:30:03,640 I don't know if you've done much with this, Kieran, Actually, I 670 00:30:03,640 --> 00:30:05,960 can't think of any examples at spec, but I'm a big fan when new 671 00:30:05,960 --> 00:30:09,200 brands are launching to actually just do like a a welcome page 672 00:30:09,400 --> 00:30:11,120 that just says, hey, we're launching soon. 673 00:30:11,360 --> 00:30:13,240 Put your e-mail address in. That's a way of getting around 674 00:30:13,240 --> 00:30:14,800 that domain, domain age, isn't it? 675 00:30:14,800 --> 00:30:16,000 Yes. Absolutely, yeah. 676 00:30:16,000 --> 00:30:18,400 It's put the site live without saying it's ready, but Google 677 00:30:18,440 --> 00:30:20,480 can at least see it so they know you're there. 678 00:30:20,480 --> 00:30:24,080 So yeah, it's a good idea. I think Absolutely. 679 00:30:24,240 --> 00:30:26,360 There is just one more point just for that one. 680 00:30:26,640 --> 00:30:30,200 Google has recently introduced Wayback Machine into the 681 00:30:30,560 --> 00:30:33,000 results. So Wayback Machine, if people 682 00:30:33,000 --> 00:30:36,200 don't know, is a tool that allows you to see the history of 683 00:30:36,200 --> 00:30:39,320 a website. So put any website into Wayback 684 00:30:39,320 --> 00:30:42,080 Machine, more than likely you'll be able to see back a couple of 685 00:30:42,080 --> 00:30:45,080 years, 4-5 years ago, what it looked like, whether they've 686 00:30:45,080 --> 00:30:47,680 changed it, changed the layout, you know, it's pretty cool. 687 00:30:48,000 --> 00:30:49,760 But they've added it to the Serps now. 688 00:30:50,200 --> 00:30:52,840 And that is just proof that Google is looking at your age. 689 00:30:52,880 --> 00:30:54,360 Like, what have you done, your history? 690 00:30:54,600 --> 00:30:57,080 It's, it's showing people. It wants to show people. 691 00:30:58,240 --> 00:31:00,400 So, yeah, take that with a pinch of salt, I guess. 692 00:31:00,480 --> 00:31:03,400 But yeah, Google is watching. Creepy. 693 00:31:04,400 --> 00:31:06,680 Well, it's, I like to call it Internet time travel, the 694 00:31:06,680 --> 00:31:09,280 Wayback Machine, because you literally you're going back in 695 00:31:09,280 --> 00:31:11,760 time and you can actually click around and like use a load of 696 00:31:11,760 --> 00:31:14,640 functions on the site. You probably can't purchase and 697 00:31:14,640 --> 00:31:15,600 stuff. It's smarter than that. 698 00:31:15,600 --> 00:31:17,880 But Wayback Machine is not part of Google. 699 00:31:18,120 --> 00:31:21,120 Google's like adopted it and started using it and, and it's 700 00:31:21,120 --> 00:31:22,960 not actually uncommon. Something we're not talking 701 00:31:22,960 --> 00:31:26,520 about at all today is Schema. We mentioned about their head of 702 00:31:26,520 --> 00:31:29,160 tags making your listing bigger or pulling a bit of content out 703 00:31:29,160 --> 00:31:32,040 the page and using that almost as its own listing rather than 704 00:31:32,040 --> 00:31:34,120 the main page, like the title and message description and 705 00:31:34,120 --> 00:31:36,560 stuff. But actually even Schema is 706 00:31:36,680 --> 00:31:40,040 schema.org is a website which was made by some nerdy 707 00:31:40,040 --> 00:31:42,280 developers. I'm saying nerdy a lot today. 708 00:31:42,280 --> 00:31:45,040 There's the SEO can be very, very nerdy and BS and developers 709 00:31:45,040 --> 00:31:47,160 made a thing called schema. Google's like, oh, that's cool 710 00:31:47,160 --> 00:31:50,000 and it's called, Google's called it structured data, but it is 711 00:31:50,000 --> 00:31:52,120 all schema and it's exactly the same as schema code. 712 00:31:52,120 --> 00:31:54,920 And they reference schema a lot. So when we talk about backlinks, 713 00:31:54,920 --> 00:31:58,720 there's no better backlink than Google's own domain and own help 714 00:31:58,720 --> 00:32:02,640 area for SEO webmasters saying, hey, check out schema.org. 715 00:32:02,880 --> 00:32:05,520 So you look up any type of schema and it is like Google 716 00:32:05,520 --> 00:32:07,360 versus schema, who's going to rank number one? 717 00:32:07,640 --> 00:32:11,120 And then all your normal kind of SEO agencies or experts saying 718 00:32:11,120 --> 00:32:13,480 what to do with this particular schema issue. 719 00:32:14,400 --> 00:32:18,120 And the last one, number 10 is about collection structure. 720 00:32:18,120 --> 00:32:21,480 Now, I know Kieran, you mentioned earlier about how to 721 00:32:21,480 --> 00:32:24,240 make more collections and expand that collection, those 722 00:32:24,240 --> 00:32:28,720 collections themselves. Taking this to another level and 723 00:32:28,720 --> 00:32:32,040 speaking slightly, almost kind of taking a side to the, you 724 00:32:32,040 --> 00:32:35,880 know, a sidestep on this. We help clients a lot look at 725 00:32:35,880 --> 00:32:38,800 what collections to make. And the example Kieran gave was 726 00:32:38,800 --> 00:32:42,040 like, you sell this range of products and you've got 2000 727 00:32:42,040 --> 00:32:43,600 products for this. You don't even have a collection 728 00:32:43,600 --> 00:32:44,640 for it. Let's make one. 729 00:32:44,960 --> 00:32:47,240 So actually there was an issue there with just the total site 730 00:32:47,240 --> 00:32:50,480 hierarchy and revenue is flying and it's going up and up and up. 731 00:32:50,480 --> 00:32:52,360 The more collections that the guys are making, it's become a 732 00:32:52,360 --> 00:32:54,520 real focus. What I want to talk about 733 00:32:54,520 --> 00:32:56,880 actually is the user journey, which is another point we had as 734 00:32:56,880 --> 00:33:00,880 well through the collections. Now what some brands are doing 735 00:33:00,920 --> 00:33:03,680 at the moment and some are doing it really well and some are 736 00:33:03,680 --> 00:33:05,920 making a tiny, tiny mistake which is completely killing. 737 00:33:05,920 --> 00:33:09,720 This is when you land on a big broad collection, say you land 738 00:33:09,720 --> 00:33:12,960 on women's. So any item that is specifically 739 00:33:13,000 --> 00:33:16,200 for the female gender is in that collection called women's. 740 00:33:16,760 --> 00:33:19,680 A lot of sites use philtres. So then you can go, all right, 741 00:33:19,680 --> 00:33:22,640 I'm just looking for bottoms. So I'm just going to philtre it 742 00:33:22,640 --> 00:33:25,200 now by bottoms. All right, I want some tracksuit 743 00:33:25,200 --> 00:33:27,520 bottoms, not trousers, not jeans, not denim, nothing. 744 00:33:27,800 --> 00:33:29,160 I want some tracksuit bottoms off. 745 00:33:29,160 --> 00:33:31,080 I'll click the tracksuit philtre and stuff like that. 746 00:33:31,560 --> 00:33:35,080 If you're using philtres and your URL has like question mark 747 00:33:35,080 --> 00:33:40,720 equals product variant tracksuit bottoms for example, and women's 748 00:33:40,720 --> 00:33:43,840 as well, Google only sees one page and that one page is 749 00:33:43,880 --> 00:33:46,360 women's. It will not see the tracksuit 750 00:33:46,360 --> 00:33:49,440 bottoms collection. And also it's not the nicest 751 00:33:49,600 --> 00:33:51,400 user journey or it could be better. 752 00:33:51,440 --> 00:33:53,840 It's not terrible, but it could be better than people using like 753 00:33:53,840 --> 00:33:56,920 drop downs and philtres and what lots of brands have actually 754 00:33:56,920 --> 00:33:59,360 done now, and I'll give you a good example of this on on 755 00:33:59,360 --> 00:34:02,280 women's is you land on the women's collection and you have 756 00:34:02,280 --> 00:34:04,800 a sort of a, a big H1 title, as Kieran said, with a little 757 00:34:04,800 --> 00:34:06,480 description. Welcome to our women's area. 758 00:34:06,480 --> 00:34:09,360 And here's a button that goes to our buying guide if you're want 759 00:34:09,360 --> 00:34:11,320 to know more about our products and which ones to buy. 760 00:34:11,800 --> 00:34:13,960 And then underneath that, before you get to the actual list of 761 00:34:13,960 --> 00:34:17,520 products, has a load of little icons or even little pictures 762 00:34:17,520 --> 00:34:21,159 with a word underneath linking off to another collection, which 763 00:34:21,159 --> 00:34:23,840 is like a level 2 collection. So women's is level 1. 764 00:34:23,840 --> 00:34:25,480 And then you've got all the level twos. 765 00:34:25,480 --> 00:34:28,679 So that could be like accessories, tops, bottoms, 766 00:34:28,679 --> 00:34:31,719 underwear, pyjamas, and you have all these kind of left to right. 767 00:34:31,880 --> 00:34:34,080 And on a mobile device, it's really, really slick because 768 00:34:34,360 --> 00:34:37,920 it's basically like working with a stylist because you like, you 769 00:34:37,920 --> 00:34:40,840 walk into a shop and somebody greets you at the door and they 770 00:34:40,840 --> 00:34:42,280 say, hey, what are you looking forward to saying? 771 00:34:42,280 --> 00:34:45,480 And says, well, I'm looking for something for me and I'm a man, 772 00:34:45,480 --> 00:34:48,000 so they're OK Menswear's over here. 773 00:34:48,000 --> 00:34:50,800 And on the walk there, they say anything specific you're looking 774 00:34:50,800 --> 00:34:51,920 for? Yeah, I'm looking for a new 775 00:34:51,920 --> 00:34:53,440 jumper, actually. Like, great. 776 00:34:53,440 --> 00:34:55,920 The jumpers are this way. And so on the site, you've gone 777 00:34:55,920 --> 00:34:58,240 into the men's area, then you've clicked on the little icon for 778 00:34:58,240 --> 00:35:00,560 jumpers. And then when you land on that 779 00:35:01,080 --> 00:35:04,200 using your customer data and website data and looking at what 780 00:35:04,200 --> 00:35:07,200 people buy, you should know what the next variant is. 781 00:35:07,280 --> 00:35:10,280 Is it based on the size? So it says, you know what size 782 00:35:10,280 --> 00:35:11,840 of jumper are you? Or is it the colour? 783 00:35:12,120 --> 00:35:14,200 If you say, OK, I really want to like Kieran and I are wearing 784 00:35:14,200 --> 00:35:16,560 green tops today as I made a joke earlier, I would really 785 00:35:16,560 --> 00:35:18,280 like a green 1. So you click green and now 786 00:35:18,280 --> 00:35:21,040 you're on a filtered list of all men's jumpers that are green. 787 00:35:21,240 --> 00:35:23,600 And then you can philtre it after that down to size, for 788 00:35:23,600 --> 00:35:25,920 example. It's such a good user 789 00:35:25,920 --> 00:35:28,400 experience, but because you're clicking on a button and loading 790 00:35:28,400 --> 00:35:32,360 another collection, every single one of those collections has its 791 00:35:32,400 --> 00:35:34,760 own SEO keyword and Google can see them. 792 00:35:35,000 --> 00:35:37,040 If you do it as philtres, it's highly likely Google can't 793 00:35:37,040 --> 00:35:39,480 actually see those philtres. But you see how the site's got a 794 00:35:39,480 --> 00:35:43,160 really nice smooth structure now that actually, although we still 795 00:35:43,160 --> 00:35:44,880 need to write some blog posts and some buying guides and all 796 00:35:44,880 --> 00:35:47,840 that jazz, Google's less worried about all of that stuff now 797 00:35:47,840 --> 00:35:49,520 because it's like, well, your site's great. 798 00:35:49,640 --> 00:35:50,840 I dropped some, went in at the men. 799 00:35:50,880 --> 00:35:52,760 Some, if I'm looking for like, you know, comfortable men's 800 00:35:52,760 --> 00:35:55,520 jumpers or whatever, I drop them in at the men's jumpers page. 801 00:35:55,520 --> 00:35:58,680 They click through three or four more pages like they use your 802 00:35:58,680 --> 00:36:01,320 site loads and then they start clicking on products and it's a 803 00:36:01,320 --> 00:36:04,360 great user journey for the user and it's great for customers. 804 00:36:04,560 --> 00:36:06,720 But all the other things we've said today, this needs to be in 805 00:36:06,720 --> 00:36:08,560 your site map. It needs to load quickly. 806 00:36:09,200 --> 00:36:11,200 And we need to make sure as well that you've got enough content 807 00:36:11,200 --> 00:36:13,320 and all of them for people to make buying decisions. 808 00:36:13,600 --> 00:36:15,640 But how much stronger is their buying decision going to be if 809 00:36:15,640 --> 00:36:19,640 they've gone from men's jumpers, green, medium size, etcetera, 810 00:36:19,640 --> 00:36:21,800 etcetera, medium size and then maybe even material. 811 00:36:21,800 --> 00:36:23,920 Do you want organic vegan cotton? 812 00:36:23,920 --> 00:36:26,720 Do you want lamb's wool? Do you want a mix of all of 813 00:36:26,720 --> 00:36:28,720 those? Do you want polythene or 814 00:36:28,720 --> 00:36:30,440 polystyrene, whatever it's called, not polystyrene, 815 00:36:31,000 --> 00:36:32,680 polyester, that's it. Polyester material. 816 00:36:32,800 --> 00:36:35,280 So you can kind of work your way down into all of those things 817 00:36:35,360 --> 00:36:38,160 and give and you could even all the way along the way, you could 818 00:36:38,160 --> 00:36:42,120 make one bold with a little star in it saying we recommend our we 819 00:36:42,120 --> 00:36:44,480 recommend the the blue jumpers with an amazing range of blue 820 00:36:44,480 --> 00:36:46,040 jumpers. So you can kind of drive people 821 00:36:46,040 --> 00:36:47,320 a little bit into the right place. 822 00:36:47,840 --> 00:36:50,560 And again, Chrome is watching all of that and Google way back 823 00:36:50,560 --> 00:36:53,760 machine will go, wow, you've really improved the whole 824 00:36:53,760 --> 00:36:55,960 experience and what it used to look like to what it looks like 825 00:36:56,560 --> 00:36:58,320 today. And we, we've done this on quite 826 00:36:58,320 --> 00:37:00,560 a few clients and we have conversations, especially around 827 00:37:00,560 --> 00:37:02,800 Black Friday, where people say, yeah, we've got a Black Friday 828 00:37:02,800 --> 00:37:04,760 collection. And then we've got 20 filtered 829 00:37:04,760 --> 00:37:06,880 versions of it. And we're like, no, no, make 20 830 00:37:06,880 --> 00:37:09,880 collections, make the same same button looks the same as a 831 00:37:09,880 --> 00:37:11,800 philtre and or make it look different. 832 00:37:11,800 --> 00:37:14,840 So when people land on Black Friday, it's like we've got 20 833 00:37:14,840 --> 00:37:16,400 different ranges under our Black Friday. 834 00:37:16,400 --> 00:37:18,600 And on a mobile, you can just kind of scroll left to right, 835 00:37:18,880 --> 00:37:20,720 put some little arrows on it so people know there's loads of 836 00:37:20,720 --> 00:37:22,960 them, and scroll left to right to find the right one. 837 00:37:22,960 --> 00:37:26,040 And you'll probably see conversion rates absolutely fly. 838 00:37:26,160 --> 00:37:29,360 SEO improves as a result because we're also now driving more 839 00:37:29,360 --> 00:37:31,680 users to certain pages. And that was a big thing in the 840 00:37:31,680 --> 00:37:34,800 leak that Google said is if people don't visit a page, 841 00:37:34,800 --> 00:37:36,720 Google's probably not going to rank it at all. 842 00:37:36,720 --> 00:37:39,200 So whether that's through your site already or whether people 843 00:37:39,200 --> 00:37:41,640 are landing on it from Google, it's a combination of the two. 844 00:37:42,120 --> 00:37:43,920 Any anything to add on the collection structure at all 845 00:37:43,920 --> 00:37:45,720 Kieran, anything that you've you've worked on recently on? 846 00:37:45,880 --> 00:37:49,360 Nothing in my end. Great stuff. 847 00:37:49,680 --> 00:37:51,040 Well, look, I really appreciate your time, Kieran. 848 00:37:51,040 --> 00:37:54,840 It's been great to have you on and if anybody has any questions 849 00:37:54,840 --> 00:37:56,840 about any of this, reach out to us. 850 00:37:56,840 --> 00:38:02,280 You can use SEO at Spec SPEC Dot Digital comes to Kieran myself, 851 00:38:02,280 --> 00:38:04,640 the whole SEO team here. Happy to pick up any questions. 852 00:38:04,640 --> 00:38:07,800 Just put on that e-mail SEO at Spec Dot Digital, just put in 853 00:38:07,800 --> 00:38:09,040 the subject liner in the e-mail somewhere. 854 00:38:09,040 --> 00:38:10,960 Like I heard you guys talking about this particular point on 855 00:38:10,960 --> 00:38:12,640 the podcast. Could you have a look at that on 856 00:38:12,640 --> 00:38:14,320 my site for us? I'd be more than happy to have a 857 00:38:14,480 --> 00:38:16,360 have a quick peek and, and see what's going on. 858 00:38:16,680 --> 00:38:19,400 Equally, as I would have said right at the start, in, in, in 859 00:38:19,400 --> 00:38:21,760 the introduction as well. Check out the growth hub. 860 00:38:22,200 --> 00:38:24,440 It's our community. It's for Shopify brands only. 861 00:38:24,680 --> 00:38:26,800 Go and sign up there. We're letting people in like 862 00:38:26,800 --> 00:38:30,160 crazy at the moment there. There's well over 100 brands now 863 00:38:30,160 --> 00:38:32,160 in our community and it's growing and growing and growing. 864 00:38:32,160 --> 00:38:34,000 And yeah. And Kieran and myself and loads 865 00:38:34,000 --> 00:38:35,320 of our SEO team are in there as well. 866 00:38:35,320 --> 00:38:37,000 So you can ask us lots of questions, talk to other brands 867 00:38:37,320 --> 00:38:37,960 and that's something. Yeah. 868 00:38:37,960 --> 00:38:38,920 Kieran, really appreciate your time. 869 00:38:38,920 --> 00:38:39,920 Thank you so much for joining us. 870 00:38:40,000 --> 00:38:41,760 Thank you for having me, it's been wonderful. 871 00:38:42,600 --> 00:38:44,760 Great stuff and for everyone listening, back again next 872 00:38:44,760 --> 00:38:46,560 Friday, if you haven't already, hit the subscribe button, leave 873 00:38:46,560 --> 00:38:48,800 us a review and we hope to see you again in a week's time. 874 00:38:49,760 --> 00:38:53,120 Does your e-mail marketing suck? Do you wish it converted better 875 00:38:53,120 --> 00:38:55,040 and integrated better with your store? 876 00:38:55,120 --> 00:38:57,960 Well, there is a solution. We've partnered with Saguno who 877 00:38:57,960 --> 00:39:00,640 are an e-mail platform that is built into Shopify, which means 878 00:39:00,640 --> 00:39:03,640 you don't have to leave Shopify to go and manage your e-mail 879 00:39:03,640 --> 00:39:05,680 campaigns. So you can run your marketing at 880 00:39:05,680 --> 00:39:07,160 the same place you run your shop. 881 00:39:07,200 --> 00:39:09,320 To learn more, you can claim your free customer analysis and 882 00:39:09,320 --> 00:39:13,760 strategy session and visit saguno.com/winning Shopify. 883 00:39:14,000 --> 00:39:17,880 That's S e.g. uno.com/winning Shopify. 884 00:39:18,000 --> 00:39:20,680 Saguno is made for merchants, not marketers.