Hey, it's Mike Corso from Roovio and thanks for joining on today's webinar, “SEO in 30 Minutes”.
Just to bring everyone up to speed, I run a digital marketing agency---a full stack digital marketing agency called Roovio. We do everything under the digital marketing sun---from listings, reputation management, paid advertising, and website development---to social media, and of course, SEO.
So tonight we're going to unpack the mysteries of SEO. Basically, it comes down to four words, they ask, you answer, and I'll explain as we go along here. So what are we going to cover in this webinar? SEO basics, and what you should be doing now. So here's what I'd like to start with---
Search Engine Optimization (SEO) vs. Website Optimization
One, SEO is really is a bad acronym. It's really a misnomer. It stands for search engine optimization, but we're not really trying to optimize the search engines, we're trying to optimize websites so that they rank high in the search engines, particularly Google. So as you can see, if you're watching this and not just listening to the audio, you'll see that I have search results here in this graphic---in this image---that these are all organic search results. There are no paid ads on this page, and the holy grail is getting onto page one. And preferably in slot number one,
for when people search anything related to your business. So again, search engine optimization, no. Website optimization is our goal.
Your Website Google Ranking
So how do we get on page one of Google? A few things---it begins with keyword research---which informs what content you ultimately put on your website---and then publish to your website---and then promote that content via social media. Now there are other things you can do, and more complicated things that you can get into as you go down the road of SEO, but if you just master or just pay attention to these three basic things, you'll be way ahead of the game. You'll be like 70-80% of the way there, and then you can start getting into the more technical and esoteric stuff like schema, et cetera.
So how to get on page one, keyword research, publish content, and promote via social media---
Before we go on and go to that first area of keyword research, I just wanted to talk about the customer journey as we see it. Basically, people hear about a business---whether it's through advertising, or social, or email, maybe they saw a video---and then they do a little research---and that's in this section right here on reputation---like how are people speaking about you online? Are you findable easily enough in the search results? If you are, and they like what they see, then they come to your website, and hopefully your website converts visitors into leads or customers. If they're happy, they go beyond and advocate for your product or business, and that's great. The problem with this journey here is that it's out of order. Really, what you need to do is focus on your website, which is this conversion point here. This is where people are coming to learn more or maybe purchase something from you. You want to make sure that your website does two things---
One, it converts those visitors into leads by offering them something for free to download so they're going to give you their email and name,
so and this enables you to follow up with them way beyond that first visit to your website, because 90% of the people come to your website are never going to come back, so if you can capture their email addresses, it gives you an opportunity to continue communicating with them.
The other thing of, course, is SEO, making sure that your web pages are tagged properly---that the metadata tags are accurate, and they're intelligent, and that you're putting in the right keywords and the right phrasing so that Google knows that your page has that kind of information. Google is looking at that metadata to figure out whether they want to rank you on page one or not.
So, anyway---just worth focusing on---that your website (your conversion point), is really where you should start. Folks, get that right,
then work on getting your testimonials and your reviews from customers posted on Facebook and Google. And then while you're doing SEO, you're going to be found more readily, and then only when you have that locked down do you go to paid advertising. At that point you can advertise on Google, and Facebook, and Instagram, and elsewhere, but get all of this stuff right, especially starting with that website as a conversion tool and for SEO.
So metadata---let's just talk very briefly about metadata. There are a few meta tags on your pages that matter. So let's say you have a WordPress website, and you have a blog, and you post a blog article, and you want to create unique title tags for each article. And if you're using WordPress, there's a great plugin called Yoast, and you would simply enter your keyword and make sure your keyword is in the title---the meta title---and then in the page description (the meta description) get the keyword in there also. But more importantly with the description, is to make sure that it pops---meaning that it gives people a reason to click through. That's what the meta description is primarily for, to get people to want to visit your site.
Other meta tags that are important are image tags---so anytime you have a photo, or an image, or a chart on your site---make sure you fill out the alt image tag, again, with relevant keywords. Same thing with the headers. Those are known as H1 or H2 tags. So an H1 is your main header or a title, H2 is a subtitle, sub-headline. Put your keywords in those main headers on your site. If you are watching this video, you'll see that I have a sample search result here. So this is the meta title here, talking about “Hamptons' private co-working space”, and then this is the meta description down below the URL. So in a search result, you'll see the meta title---the URL of the website---and then the meta description.
Keyword Research Tools
Okay, keyword research tools. What do we use? Here's just a list. Answerthepublic.com, a great free tool to check out. This is going to give you what people are asking questions about. Now, again, you remember those four words, those four magic words I mentioned earlier---they ask, you answer? Basically, if you see people typing in the search results, or if people are searching on Google---and they're asking a question---and they're asking a question related to a product or service you have---put up a piece of content---make sure you have a blog article that answers that question. It's just that simple. You could probably put up 10, 20, 50 articles related to common questions that people ask. It's easy to do---just do it---and just make sure you tag the articles properly---and then tell the world that you did it via your social media channels. Anyway, as far as these tools, Answerthepublic.com is a good place to start.
Looking in Google Trends will give you some good ideas for not only keywords, but whether something is worth writing about or not related to your business. There's a website called Ahrefs.com---we're going to visit that in a moment. There's Ubersuggest, that's Neil Patel's tool for keyword research. I recommend that. Then you have WordStream, SEMrush, MOZ, SpyFu, and LSIgraph. LSIgraph is another fun free tool to check out. So let's just go right to keyword research, and what I'm talking about there.
So without getting too overwhelmed by what you're looking at, I'm going to just zero in. This is, again, this is Ahrefs.com. It's a pretty awesome keyword research tool, and what you do is, you type in what you want to rank for. So I'm working with a client right now that provides in-home health care for the elderly---so let's put home care for the elderly---NYC for New York city---and let's see what we get. And this is pretty much what I would advise people to do. So right now, what we can see is that this keyword is too lengthy, so we're going to shorten it. We're just going to say “home care”---let's say “home health care NYC” and see what we get there.
Okay, now we've got a list of terms and how they rank. Now, just for the purposes of this discussion, I'm going to take out “New York City”, so we get a larger sample set here. This would be nationwide, okay? So you can see every month, roughly 29,000 searches for “home health care”, “home health care near me”, 5,800, “home health care services”, 4,700. Now, there are two things we want to look at. One---it's that volume---how many people are searching, but then also keyword difficulty. So with a tool like this, Ahrefs.com, you can actually figure out whether it's going to be tough to rank on page one or not. If this keyword difficulty meter showed close to 100, stay away from it---but if it's low, like 10, 20, under 40, then those are terms that you can write about and have a pretty good chance of showing up on page one for.
So let's look at all of those keywords. We're expanding this list, and you can see a lot of these keyword difficulties are low, but I can further filter, so we're only going to a max of, say, 30. I'm going to apply that. And we're going to say at least 500 searches per month. So now what we have is a list of search terms in this category, “home health care”, where the keyword difficulty is low, and the monthly search volume is pretty decent---at least anything over 500. And from this list, we could go through and say, okay, what can we write about? Well, certainly, “home health care near me”, “in-home health care”. Those are two articles you should put up. Does Medicare cover home health care? People are asking that question, so you might as well put up a page about it because then they may learn about your services and come over to your site and become a customer. Home health care agencies---well, if you run a home health care agency, put up an article about what home health care agencies do, how they work. Let's see, what else? Advanced home health care---so some of these are branded, insurance-related terms. Let's go with how to qualify. That's a question people ask 700 times a month, low keyword difficulty. How to qualify for home health care---definitely write an article about that if you have this kind of business. I think you're getting the point here. “Accessible home health care”---I'm just checking off things that I would then ultimately download, so I have a list. I would just export it here, and then I would download that list, and then either start writing or assign it to a copywriter---someone you could find, say, through Fiverr.com or Upwork.com---any of these sites where you can find contractors and writers. Textbroker.com is another good one. Roov.io is another good one---we provide this service.
So, “quality home health care”. Let's see, is there one more? Let's say “dependable home health care”. I don't know if that's a brand, dependable---but anyway, you get the idea. We've got about several, maybe 10 pages of content that we're ready to put content up for. So that's how you determine what your content is going to be, and you do that through this keyword research.
What else? Yeah, one more thing. I told you this was going to be short, we were going to do SEO in 30 minutes. Of course, I'm happy to do a deep dive with you. Just click the button on my website (https://roov.io/), or I'll have my contact info on the next screen. You can just write to me, and we'll set up a 20-minute call.
HTTPS vs. HTTP
But anyway, one more thing. Make sure your site is secure. That means that your URL shows HTTPS versus HTTP. The reason I say this is because Google, a couple of years ago, came out and said that having a secure site will be an important ranking factor, so it affects whether you show up on page one or not. You can talk to your web developer or your hosting company. If you have GoDaddy or whoever, Bluehost, HostGator, just give them a ring, get in their chat, in Support, and say “how do I get an SSL certificate?”---that's what it is---so that my site is secure? Sometimes it's free---usually it's a nominal charge to give you that SSL certificate so that you show up as a secure site.
Finally, that's it. This is the way you can reach me, firstname.lastname@example.org. And you can also come to our website (https://roov.io/) and, well let's go there, I'll show you exactly where you can book time with me. Just hit that free consultation button right there (https://bookmenow.info/mikecorso ). And there's more information about what we do, and if you are doing any B2B marketing, meaning that you're marketing to other businesses, we provide an excellent service that builds up your 1st-degree connections on LinkedIn. So email me about that if you're interested, and I'll be happy to go over that with you as well. Anyway, that's it. Certainly appreciate you taking the time to listen, and there will be follow-ups to this webinar. Thanks again. Talk soon.