0:00 → 0:01
- Hi, everyone.
0:01 → 0:02
I'm Neil Patel,
0:02 → 0:04
and today I'm going to be going over SEO
0:04 → 0:06
and why it's important.
0:06 → 0:08
Did you know that 93%
of online experiences
0:08 → 0:10
start with a search engine?
0:10 → 0:11
You may think,
0:11 → 0:12
"All right, there's these
search engines out there."
0:12 → 0:14
"Yeah, sure we know Google."
0:14 → 0:15
But for a minute,
0:15 → 0:18
just think about how many times
you go on Google or search,
0:18 → 0:20
or YouTube and search,
0:20 → 0:23
or Kayak and look for a hotels or flights,
0:23 → 0:24
there's search engines all around us
0:24 → 0:26
and we're constantly using them.
0:26 → 0:28
So this week in the program,
0:28 → 0:29
as I mentioned,
0:29 → 0:32
it's all about the introduction
and keyword research.
0:32 → 0:34
Today I'm going to be
going over the introduction
0:34 → 0:36
and then after that we'll end up diving
0:36 → 0:37
into keyword research.
0:37 → 0:38
As I mentioned,
0:38 → 0:39
it's a seven week journey,
0:39 → 0:41
as long as you follow along,
0:41 → 0:43
you should see results.
0:43 → 0:45
Before we get started into going over SEO,
0:45 → 0:47
there's a few things I wanted to cover:
0:47 → 0:50
There's a lot of people saying
false information out there,
0:50 → 0:52
so I wanted to play a little
fun little game called,
0:52 → 0:54
Fact or Fiction.
0:54 → 0:55
The first one:
0:55 → 0:58
My industry is too hard to get ranked in.
0:58 → 0:58
Second one:
0:58 → 1:01
Only big companies can do well on Google.
1:01 → 1:02
Then I always hear,
1:02 → 1:05
the more pages I have, the better.
1:05 → 1:06
Then people always say,
1:06 → 1:08
I need to submit my site to Google,
1:08 → 1:11
or, I need to spend money to win online.
1:11 → 1:13
Now let's go over all five of them.
1:13 → 1:14
The first one:
1:14 → 1:16
It doesn't matter what industry you're in,
1:16 → 1:17
you can always rank on Google.
1:17 → 1:19
Some industries take longer than others,
1:19 → 1:21
but you can still rank on Google.
1:21 → 1:22
And if it was only big companies
1:22 → 1:24
that ranked well on Google,
1:24 → 1:26
you wouldn't see all
these small Mom and Pops,
1:26 → 1:29
popping up and doing well
and changing their lives.
1:29 → 1:31
Also, the more pages you have the better,
1:31 → 1:32
that's totally false.
1:32 → 1:34
If you look at About.com
1:34 → 1:36
they cut more than half their content,
1:36 → 1:39
they turned it into a lot of minisites
1:39 → 1:41
and they started getting more traffic.
1:41 → 1:44
And Google, it detects
your site automatically,
1:44 → 1:46
you don't need a "manually submit it."
1:46 → 1:49
Now of course, creating a
account on Google Search Console
1:49 → 1:52
and submitting your sitemap
isn't a bad thing to do.
1:52 → 1:55
And you don't need to spend
a ton of money to win online,
1:55 → 1:58
and that's why I started to get into SEO.
1:58 → 1:59
Now by the end of this presentation,
1:59 → 2:01
you'll understand the factors
2:01 → 2:02
that are really important to Google
2:02 → 2:04
if you want to really rank high.
2:04 → 2:07
And you'll also learn how SEO
will help you drive traffic,
2:07 → 2:09
and more importantly sales.
2:09 → 2:10
There are three main keys
2:10 → 2:14
that you really need to understand
if you want to win online.
2:14 → 2:14
The first is,
2:14 → 2:16
why is SEO so important?
2:16 → 2:20
Look, SEO's a process of
optimizing any given search word,
2:20 → 2:23
or term, for a search engine on your site.
2:23 → 2:24
In other words,
2:24 → 2:27
it's your 24-hour salesman.
2:27 → 2:28
So no matter what time of the day
2:28 → 2:29
or what country people are in,
2:29 → 2:30
when they're searching,
2:30 → 2:31
you can be found,
2:31 → 2:33
you're getting that traffic,
2:33 → 2:36
and some of it will end
up converting into sales.
2:36 → 2:37
That's why I love SEO.
2:37 → 2:42
If you stop paying money to
Google or Whatnot for paid ads,
2:42 → 2:43
you know what, your traffic dies down.
2:43 → 2:45
But with SEO,
2:45 → 2:47
if you don't do anything
for a whole week straight,
2:47 → 2:49
you don't even open up your wallet,
2:49 → 2:51
you can still continually get traffic.
2:51 → 2:54
During this presentation I
may end up using some terms
2:54 → 2:56
that you may not be familiar with,
2:56 → 2:57
so I want you to go to:
2:57 → 2:59
neilpatel.com/training
2:59 → 3:02
and download the Marketing
Acronym Glossary.
3:02 → 3:05
This will help you keep up with everything
3:05 → 3:07
and understand what we're talking about.
3:07 → 3:11
My five top reason of why
I love SEO so much is:
3:11 → 3:12
It's simple,
3:12 → 3:13
it increases your traffic,
3:13 → 3:15
it generates a positive
return on investment.
3:15 → 3:17
It gives you amazing brand awareness.
3:17 → 3:18
Over the years,
3:18 → 3:21
so many people have found
me from Google first.
3:21 → 3:22
It builds a ton of trust.
3:22 → 3:24
What's funny is people are like,
3:24 → 3:25
"All right, it ranks in Google,
3:25 → 3:26
"I read it, it must be true."
3:26 → 3:28
Now that doesn't mean you should
3:28 → 3:29
put out deceiving information,
3:29 → 3:32
but it's for you to understand
that it builds trust.
3:32 → 3:34
And your competition is doing it.
3:34 → 3:35
So if you don't do it,
3:35 → 3:37
you're going to get left out.
3:37 → 3:39
The next key to winning online
3:39 → 3:40
is choosing your battleground.
3:40 → 3:41
As Jimmy Wales,
3:41 → 3:43
the Founder of Wikipedia says,
3:43 → 3:46
"If it isn't on Google, it doesn't exist."
3:46 → 3:49
Your new best friend is Google!
3:49 → 3:50
You know when you're going out to the park
3:50 → 3:51
and you're playing baseball,
3:51 → 3:53
your new friend Google's
going to be there.
3:53 → 3:55
When you're on your couch
watching TV with a friend,
3:55 → 3:57
well that friend is going to be Google.
3:57 → 3:59
Now I know they're not really
going to be sitting next to you
3:59 → 4:01
and Google can't really
catch the ball for you,
4:01 → 4:04
but that's how much in love
you need to be with Google,
4:04 → 4:07
because they can change your life.
4:07 → 4:10
They dominate search on all landscapes.
4:10 → 4:12
So when you look at desktop,
4:12 → 4:16
they're estimated 4.5 billion
active internet users,
4:16 → 4:20
and Google's search
share for desktop is 87%.
4:20 → 4:23
That's roughly 8.7 out of 10!
4:23 → 4:24
That's an amazing result.
4:24 → 4:25
Hey, if I was in school
4:25 → 4:29
and I kept getting grades
of 8.7 out of 10 or 87%,
4:29 → 4:30
my mom would be happy.
4:30 → 4:31
And on mobile,
4:31 → 4:33
it's even more crazy.
4:33 → 4:34
They're 9.5 out of 10.
4:34 → 4:36
They dominate even a greater share
4:36 → 4:39
because so many people
are using android devices.
4:39 → 4:40
So if you're not on Google,
4:40 → 4:43
you're not going to do well.
4:43 → 4:45
And just being on there isn't enough.
4:45 → 4:46
Your position is everything!
4:46 → 4:51
Over 31.7% of people
click on position one,
4:51 → 4:53
according to Advanced Web Ranking.
4:53 → 4:55
If you're not in the top 10,
4:55 → 4:57
then you're not going to be seen at all.
4:57 → 5:00
Being in the top is literally everything.
5:00 → 5:02
At this point what I
want you to do is go to:
5:02 → 5:04
neilpatel.com/training
5:04 → 5:06
and download the pdf on Search Engines.
5:06 → 5:09
It'll help you understand
how Google works,
5:09 → 5:11
their layout from the SERP features,
5:11 → 5:12
to advertising, to paid results,
5:12 → 5:14
to knowledge graph.
5:14 → 5:16
It literally will breakdown all aspects
5:16 → 5:18
of a search listing page.
5:18 → 5:19
If you already know that,
5:19 → 5:20
you don't really need to download it,
5:20 → 5:21
but if you don't,
5:21 → 5:22
it's a great place to start
5:22 → 5:24
before we jump into the third key,
5:24 → 5:28
which is unlocking the
SEO factors to win online.
5:29 → 5:31
One question that you may have in mind is,
5:31 → 5:34
"Hey Neil, what information
does Google offer
5:34 → 5:36
"in relation to SEO and ranking online?"
5:36 → 5:39
Well they give some
information, not a ton,
5:39 → 5:41
but they do give some
and we do appreciate it.
5:41 → 5:42
They have guidelines,
5:42 → 5:44
like they tell you to make sure
5:44 → 5:46
that your website stands out from others,
5:46 → 5:48
or make sure that your pages
are optimized for users
5:48 → 5:50
and not search engines.
5:50 → 5:53
But these little checklists
and these little factors
5:53 → 5:55
don't really tell you much.
5:55 → 5:57
And yes, they tell you what not to do,
5:57 → 6:00
but again, it's really generic
and it doesn't tell you much.
6:00 → 6:03
One thing that you can
do is go to Ubersuggest,
6:03 → 6:06
click on the Site Audit Report
in the left-hand navigation,
6:06 → 6:07
once you're there,
6:07 → 6:09
and look at your website,
6:09 → 6:11
and it'll breakdown the factors
6:11 → 6:13
that Google is looking at.
6:13 → 6:14
From what's healthy,
6:14 → 6:15
what's having issues on your sites,
6:15 → 6:17
to redirects, to warnings,
6:17 → 6:18
to recommendations.
6:18 → 6:19
You're going to want to
go through all of them,
6:19 → 6:21
and make sure you fix them.
6:21 → 6:23
And you want to do it for
all the pages on your site.
6:23 → 6:24
Not just half your pages,
6:24 → 6:25
or a few of your pages.
6:25 → 6:29
Google wants to rank sites
that are fully optimized,
6:29 → 6:31
not just one or two
pages that are optimized.
6:31 → 6:33
The other thing that's cool that they do
6:33 → 6:35
is they have a Twitter account
called, Search Liaison,
6:35 → 6:37
and they Tweet about updates,
6:37 → 6:38
what's happening,
6:38 → 6:41
so I make sure if I were
you I would follow it.
6:41 → 6:43
Danny Sullivan also works at Google,
6:43 → 6:46
I recommend following him as well.
6:46 → 6:47
Those are two accounts
6:47 → 6:49
that you can get a lot of information on
6:49 → 6:51
what's happening with their algorithms.
6:51 → 6:53
You can also look at, Think with Google.
6:53 → 6:55
It's a website that
they ended up releasing.
6:55 → 6:57
It gives you information
6:57 → 6:59
and a lot of data points out there.
6:59 → 7:00
You're probably wondering,
7:00 → 7:01
"Hey Neil, this is all great,
7:01 → 7:03
"but what's the Holy Grail of SEO?"
7:03 → 7:05
"What's that silver bullet?"
7:05 → 7:07
Well there's not really a silver bullet.
7:07 → 7:09
It's a lot of little things that add up,
7:09 → 7:10
and I'm going to go over them.
7:10 → 7:13
One of them is Page Speed.
7:13 → 7:15
For every second delay
7:15 → 7:18
means roughly 7% reduction in conversions,
7:18 → 7:19
according to HubSpot.
7:19 → 7:22
So you want to make sure
your site loads fast.
7:22 → 7:25
And on that same Site Audit
Report in Ubersuggest,
7:25 → 7:27
it breaks down site speed
and it tells you what's wrong
7:27 → 7:28
and what needs to be fixed.
7:28 → 7:30
The next thing I want you to look at
7:30 → 7:32
is Mobile User Experience.
7:32 → 7:35
Look, the number of people
that are using mobile devices
7:35 → 7:37
is continually going up.
7:37 → 7:40
So much so that Google
has a mobile-first index.
7:40 → 7:41
That's the power of mobile.
7:41 → 7:44
The next factor that I want you to look at
7:44 → 7:46
is Topical Content.
7:46 → 7:47
They know that,
7:47 → 7:51
hey, if you have pages on cats,
7:51 → 7:54
then you may cover topics like kittens,
7:54 → 7:57
what happens if your cat
leaves you for a day or two?
7:57 → 7:59
What kind of food does a cat eat?
8:01 → 8:03
What's a healthy weight for a cat?
8:03 → 8:06
The more detail that
you go into on each page
8:06 → 8:07
around the same topic,
8:07 → 8:09
the better you're going to end up ranking.
8:09 → 8:10
Versus if you go really broad
8:10 → 8:12
and cover a lot of random topics,
8:12 → 8:15
but you don't go in-depth on all of them.
8:15 → 8:17
Another factor, and this is from Ahrefs,
8:17 → 8:20
it's all about URL Length.
8:20 → 8:23
The longer your URL length,
8:23 → 8:25
the lower your rankings are.
8:25 → 8:28
So you want to keep your
URL short and to the point.
8:28 → 8:30
Another thing to look
at is Content Length.
8:30 → 8:32
Generally speaking,
8:32 → 8:33
the longer your content,
8:33 → 8:36
the more social shares you're
going to end up getting,
8:36 → 8:37
the better you're going to end up doing.
8:37 → 8:40
But that doesn't mean that
you should just go out there
8:40 → 8:45
and release a ton of long
articles that contain fluff.
8:45 → 8:46
If you have fluff in your articles,
8:46 → 8:48
you won't do well.
8:48 → 8:50
Backlinks is another big factor.
8:50 → 8:53
And as you can see from
this chart by Ahrefs,
8:53 → 8:55
backlinks have more of an
impact on your rankings
8:55 → 8:57
than On-page SEO;
8:57 → 8:59
that's getting sites to link to you,
8:59 → 9:01
it's super important.
9:01 → 9:04
And one thing that very few SEO's look at
9:04 → 9:06
is the power of brand and user signals.
9:06 → 9:09
The ex-CEO of Google once said,
9:09 → 9:11
"Brands are the solution,
not the problem."
9:11 → 9:13
"Brands are how you
sort out the cesspool."
9:13 → 9:16
Now Matt Cutts, who also
worked at Google in the past,
9:16 → 9:18
he was a Former Head of Web Spam.
9:18 → 9:20
He stated a quote saying,
9:20 → 9:22
"We actually came up
with a classifier to say,
9:22 → 9:25
"okay, IRS or Wikipedia or New York Times
9:25 → 9:27
"is over on this side,
9:27 → 9:30
"and low-quality sites are
over on the other side."
9:30 → 9:33
In these days security
is a big issue as well,
9:33 → 9:35
so you want to make sure
you're using a SSL Certificate,
9:35 → 9:38
so that way you get that HTTPS.
9:38 → 9:39
Because when people go to your website
9:39 → 9:41
and you're not using SSL,
9:41 → 9:44
you're more likely to get a warning.
9:44 → 9:46
Now before I dive into the next
lesson of keyword research,
9:46 → 9:48
I want to go over some cool things
9:48 → 9:50
that you should do to get started.
9:50 → 9:52
The first is to go to Ubersuggest
9:52 → 9:54
and head to the Dashboard
and create your project.
9:54 → 9:58
This will help you track
your rankings over time
9:58 → 9:58
and your progress,
9:58 → 10:00
so you can see if you're
doing better or worse.
10:00 → 10:02
And of course, you should be doing better.
10:02 → 10:05
I already went over the Fact and Fiction,
10:05 → 10:08
now you know what is real and what isn't.
10:08 → 10:09
Now it's time for you to go to:
10:09 → 10:11
neilpatel.com/training
10:11 → 10:13
and download these three things,
10:13 → 10:14
they're super important:
10:14 → 10:16
Google Search Packs,
10:16 → 10:17
Local Landing Page,
10:17 → 10:19
Local Directory Checklist.
10:19 → 10:20
This is all important because
10:20 → 10:23
it'll help set-up the right foundation
10:23 → 10:26
before we dive into keyword research.
10:26 → 10:27
Thank you,
10:27 → 10:28
and I look forward to helping you
10:28 → 10:29
get loved by Google.