Beginners SEO Course: Fundamentals for TOTAL Beginners

By | August 13, 2019

– Hello, and welcome to my SEO training. Now, SEO, I think has become
this big mystical thing that it’s confusing the
hell out of everybody, and it really needn’t be. And I’m really hoping that
this beginners guide to SEO is going to help you demystify it so that you feel confident
to do some steps. It doesn’t have to… Now, SEO is like, ever-evolving,
and there is so much you could do. It could be your full-time job. And if you enjoy it, then great. It’s a great way to spend your time, doing all the little
things that we’re going to talk about today. But if it’s not, then I
think it’s important for you to understand what needs to be done, so that you can outsource the
bits that need to be done. And there are some real
charlatans, I think is the right word? Out there, who will
take your money gladly, a lot of money, and deliver very little. Now, I have a very long
relationship with SEO, it’s how I started my business. People used to asked me,
my business was growing and growing, and people
used to ask me, like, where are you advertising? And I would say, I don’t
actually do any advertising. It’s all through Google. Now, the landscape is
completely different. I started, like, 16 years ago. The landscape is totally different, now. We have social media, we didn’t back then. Can you imagine? Can you imagine a life
without social media? Yeah, but, you know, so
there’s pros and cons… It’s a noisier world,
which is why I think SEO is becoming so complicated
and so overwhelming for everybody. Back when I was doing it, it’s
literally all I had to do, was what I’m going to share with you, and it’s a lot more rules in place, now. Google is becoming cleverer and cleverer, and more savvy to any little trick. So, you have to be aboveboard
and totally white hat. White hat just means,
like, you be prepared to tell anybody what you’re
doing, there’s no, like, there’s no dodgy going-on,
like giving someone five pounds for a link,
or something like that. There was a lot of black
hat, they used to call it, like real dodgy dealings, so
setting up networks of sites. I think some of this still goes on, but Google’s very hot
on bringing that down. Because Google’s primary purpose in life is to share the good sites with the people that are looking for it. So if you’re looking for
vitamins, Google wants to show you the best sites on vitamins. So your role with all of this,
your goal with all of this, is to become the best site in your niche. And then, you will have no problems, you will have no problems at all. Now, that can be a little
bit difficult at times, and we’ll talk about
that when we get later on to the key words. Because that’s the crux of it all, the key words and the key phrases. But I think it’s important,
before we get there, for you to really understand
what is SEO, okay? And it’s great, because I’m
training a wonderful lady at the moment, who has
no experience in this, to do my own SEO. On my journey, I used to do it all myself, and then I got really busy in business, so I outsourced it, and I outsourced it to the wrong people. And I think they did some
dodgy dealings on my behalf, like dodgy links, and stuff. But that was quickly rectified, and then I had this black hat
competitor who did all this black hat SEO on my site. So I think Google have caught on to this, because in a certain period of time, it used to be possible for you to damage your competitor’s ratings by
sending loads of dodgy links. You know, like porno
links, and really bad links to someone’s site. Google would think that the site owner was doing sort of black hat SEO, like loads of rubbish links,
and it would bring it down, you know, you would get blacklisted, or you’d end up in the
sandbox, they’d call it, where your site’s still
there, it’s still visible when you type in, but Google wouldn’t be showing anybody, wouldn’t be listing it
in any of its pages, and the ultimate goal of all this is for you to be on the first page. When someone searches for
something around what you do, you want to be on the first page. So, my journey with it is, I
had amazing success with it, and then I got so busy, I outsourced it. It went a little bit wrong,
then I had an awful lady try and bring me down, and
she really damaged my ratings, I’m still struggling, now, like, however many years on it is. Because she sent a lot of
rubbish links to my site. But, I think it… I don’t, I wouldn’t let that worry you. It’s a very few people in the world that are that vindictive,
and I just happen to have attracted someone like that. So don’t let that worry you. But, I’m using that as an example for you to understand why it’s so important to get the good links, to do the good work, to be genuine. So, not about… There used to be a period
of time in the SEO world where it used to be
trying to pull the wool over Google’s eyes, so you used to like, stuff key words onto a page,
so you’d put white text on a white background. So no one could see it,
but Google, for a time, would think, oh, there’s
loads of text on that page, that’s really great. So, those times are dead, and I think that’s a really good thing. So if you’re a genuine business owner, like I know you are,
then you’re going to do the genuine work, okay? So. Before I go into the technicals of it, I want to explain the fundamentals, because, like I said, I’m helping a lady, who’s totally gorgeous, do
the SEO for our company. Now, she’s got no experience
and she’s studying like crazy, bless her. But I think it’s going to be amazing, because I’m going to teach
her how to do our SEO, and I’m going to share that
training with you guys, so you will have the absolute
best training there is, because I’m not going
to give dodgy training to people that are doing my SEO. So, it’s going to be totally transparent, I’m going to share our results with you. It’s not an overnight thing,
SEO is not an overnight thing. It’s a labour of love. But it pays dividends. It’s my favourite way of
bringing in business, okay? But you need a real strategy
and structure in place. Um, so we’re gonna… So, what’s been great about
working with this gorgeous lady, is that she is a complete newbie. So, when I’m talking to her, it’s like, yeah, but what happens with that? And I’m really starting to understand where the blocks are with SEO, you know? When I’m on my own, or
previously, I haven’t had that feedback, so
I would use terminology and things, and it might confuse people. But they didn’t feel able to tell me. So I’m urging you, if you’re
watching this training and there’s anything that
just doesn’t make sense, chances are there’s a hundred other people that it doesn’t make sense to, either. So let me know, I want this
to take a complete beginner through to getting that
first page on Google. So, why does SEO work? SEO, I’m going to move on to the… So… Yeah, I want to cover these. So, why does it work? I will come on to what SEO is in a minute. But it works, because
you’re putting out… It’s around the content. The content that you are
creating is the crux. And I’ve got a whole few
slides on what content is, and how you can do it. But… It’s basically creating
information and sharing it with the world. When you write your content,
it goes in various places. So it’s really understanding… What I want you to get from this training is really understanding the fundamentals, the real basics. Because when it clicks into
place, of why you’re doing it, and what you have to do, and the end goal, the rest of it becomes
like, it just makes sense. There’s no rocket science to any of this. There’s no special formulas. It just makes perfect
sense when you understand at that level. And I’m really hoping
that you get to the end of this training, or I know you will, (laughs) because it’s like, my goal for you to really understand what it is you’re trying to do with SEO. So, what is SEO and SEM? So, SEO stands for Search
Engine Optimization, or SEM is Search Engine Marketing, okay? Basically pretty much, much of a muchness. It’s basically optimising your marketing to show on the front page
of the search engines. Now, we always talk about Google because that is the main guy,
he’s the main, the big deal. But you’ve got Yahoo, and
Bing, and various other ones popping up and down. So don’t just rule out the other ones, and it’s sometimes easier to get rankings on the other ones. They’ve all got different algorithms. And when I say algorithm, it’s basically, they’ve got their own little
bits of code and programmes that analyse the content
that you’re writing. So, say you write a page of
content, a word document, and Google get to see that chunk of text. It will be putting over it,
making lots of calculations, of, you know, of how
many times words appear, and how many times people link to it. And making its own mind
up of if it’s a good bit of content or not. Because Google, let’s
just talk about Google, even though I’ve already
said, there’s lots of others. But I’m going to refer to Google. It’s a robot, it’s a computer. It doesn’t read, from
a person’s perspective, every bit of content, and say,
yeah, that’s written well, that is a genuine piece. And, well, that’s only
written to get onto Google and to make money, okay? It doesn’t have that capacity. So it has to have written a programme for it to analyse what is on the page, what is happening around the page. The history of the page. For it to understand if
it’s a good bit, or not. So, it’s called an algorithm. Each search engine has its own algorithm. And it’s just their way of understanding what piece of content
should go above the other. What should go on the front page, what should go on page 100, what order should they all go in. No one knows the exact algorithm because it’s a secret. Obviously. It’s like, what makes them special. Because the closer the algorithm
delivers the good stuff, the more people are going
to use the search engine. So if Google has a really poor algorithm, if Google couldn’t decipher
between the rubbish content and the brilliant content, every time you searched for vitamins,
you would get a mixture of really rubbish content,
and you’d have to sift through which bits make sense
and which bits didn’t. And that’s why Google is top dog, is because it’s delivering
the content we want to see. We’re not having to go through
all this spammy rubbish on the internet to get to what we want. We pretty much know that,
if we type in vitamins, we are going to get… I mean, that’s not a
very good keyword, is it? Vitamins for kids delivery, or something. We pretty much know we’re going to get one of the best people
out there on that subject to look at, yeah? So that’s all it is. So what our job is, as a
marketer of our business, is to create content that
Google sees as top dog in that niche, or that key
phrase, so that it delivers it to the searchers looking for you. I hope that makes sense. It’s really important for
you to understand the concept of what it’s all about. So do comment and let
me know if this still doesn’t quite resonate with you. Ultimately, all you need to
understand is that your job in all of this is to
write brilliant content that is optimised to show Google exactly what it’s about,
and to show Google that it is worthy of them displaying it within their front page. Okay? As long as you understand
that, you’ll be fine. Okay. Now, the elements to SEO. You’ve got your domain
name, now that’s your,, You’ve got the hosting. You’ve got the content, which
we’ve just spoken about. You’ve got the key words. You’ve got the links. You’ve got the social proof. And you’ve got the results
that you’re going to get, okay? So I’m going to go by each one
in a little bit more depth. So the domain name. You’ve got various elements
when you’re choosing a domain. And you’ve got the T-L-D, which
is the or the .com, or the .net, or the .me. There’s lots and lots,
so if you go to look for a domain name, then you can
have,,,, loads, okay? So, typically, it used to be
that the and the .com, right, the country specific
ones, the main ones, were the best, that Google
put more weight on that. I don’t know if that’s
true anymore, to be honest. I don’t know that that’s true. I would probably always go
with one of the main ones because it’s what people understand. So, if they forgot… So, if I met someone… If I met someone in a networking event, and I said my website was, but it was,
they might forget the .club, because it’s
out of the ordinary. But they’d remember .com or, so they’d give both of those a go. Does that make sense? They might remember your main bit. But if you make it too complicated, if it’s a bit of an obscure
one, people will have to remember that, as well. When you’re choosing your domain name… Back in the good old days, it used to help if you had your keywords in the domain. And it still, I think, makes a difference. But there’s no proof to back that up, and I don’t think it’s going
to harm you either way. So, I think the most
important thing is to go with your brand’s name. Google loves brands because it shows that it’s an identity, and
it’s not just a marketing site, it’s a proper business. So it loves the brand, you
know, like a brand name. So, if you can… I mean, I don’t think,
in this day and age, you need to worry too much
about your domain name, unless you’re deliberately trying to like, scam Google, and put loads of key words in your domain name,
so, ’cause you want to rank for blue widgets. If it’s too obviously an advertising site, then you might come into trouble. Whereas if it was Victoria’s blue widgets, for instance, I might have
more of a chance, there, because it’s like Victoria’s
Blue Widget is my company name, and it’s about blue widgets,
and it’s a brand name. If that makes sense. So, I don’t think it
really matters that much in this day and age. As much as it used to. But I wouldn’t try and do it… I’d pick it for the right reasons. What’s right for your
business, rather than what’s right for the search engines. And then you need to register the domain. So, if you go to, that’s the company that
I use for everything, all of my domain names. They’re brilliant. Never had any problems. They did have a bit of a DOS attack, where they were brought down
for a little while last week, or, yeah, last week. It’s never happened
before, and all the biggies are getting hit, so can’t hold
it against the, bless ’em. So, yeah, that’s my affiliate link. So, if you were to buy a domain name, it doesn’t cost you any
more, but they just say a thank you for mentioning them. But I’ve used them for the
entire time I’ve been online, so, I would definitely recommend them. Okay. So when you choose your host. Now, a host is the service you pay for that deliver the content
you’re going to create so that the world can access it. If you have written, say, a word document and it’s on your computer, the only person that can access that
is you, or your family that get onto the computer. You’d basically have to be
sat in front of the computer in order to see the content, okay? The host is like a computer,
a massive computer, that allows people to dial in, (laughs) I mean, that’s back in the old days, but in theory, dial in, and
look at the pages, the files, on that computer from
anywhere in the world. So that means that someone in Dubai can visit your content. The websites tend to be built using an especial language that allow it to be visually displayed
on the screen, okay? So, I don’t think you really
need to understand, like, a word document versus HTML. You don’t really need to
understand, at this level, the difference. Because there are, what
you see is what you get editors out there, such as Word Press. So you don’t need to
understand any of the coding, which turns your content into a website. You just need to know
that, once you’ve written your content, you put it into Word Press, it does its magic and
turns it into a webpage, and anyone around the world can see it, because it’s on the host, okay? This stuff I’m explaining,
even if you don’t get it. If you don’t understand what
a host is, it doesn’t matter. Just know that you need a host. For you to have a website
online, anyone can visit, you need a host, okay? Now, when you’re choosing your host, you need to look at the speed. It needs to be fast, okay? Google puts a lot of emphasis
on its, in its algorithm, that we spoke about
earlier, on speed, okay? So it needs to deliver
quickly, and there are speed tests online which I can link to in the more detailed training. The location. If you’re UK-based, I would
go with a UK host, okay? Unless all your business
is going to be America, you know, like US, or Australia. If you’re a UK company,
I’d go with a UK host, because, again, it’s
going to deliver quicker because it hasn’t go so
far for the signals to go over the internet, okay? Want to be reliable. You don’t want to have a host
that is down all the time. It needs to be up pretty
much all of the time, so check out the reliability of it. Look for feedback. Look for the support. So, look for reviews online. So, I…,
I use feederhost. Their support’s really
good, I’m really quite happy with them, they’re quite reasonable. But there’s loads of hosts out there, so that’s UK-based, so look. Do a bit of research, Googling, feedback, you know, ask on Facebook,
what host you use? But yes, you need a host. You don’t really need to understand the technical behind it,
it’s just the service that allows your content to be displayed to the masses, okay? Okay. So when I talk about content,
there’s a lot of chat around blogs, okay? I think we all think that
blogging is the SEO content, okay? Whilst blogs are great,
because they’re frequent, you know, so, let me just talk about how they’re different, okay? You’ve got pages. And I use Word Press for everything. Because it’s great. But this will apply
for all websites, okay? So, your pages are like, static. Say you were going to do a
brochure before computers, it’s like a static piece of information. It doesn’t really change. So, the contact times, how
to contact you, about you, the services you offer,
like, the information about your product. Now, that can be SEO’d, okay? You can optimise those
pages to be found on Google. So it doesn’t have to be blog pages. If you’re an e-commerce
shop, you might have your product pages, your category pages. All of those can be
optimised to be displayed on the front page of Google. Blogs. Now, blogs are more newsy, more… You know, like you could
have a three word blog, you could have an image blog,
you could have a video blog, you could have an epic
blog of all proportions. You can have, like, a
few words, you can share someone else’s stuff in a blog. So you’ve got to see blogs as like a, it’s like your newsletter. Your virtual newsletter that goes out. And it’s just a way of
you sharing new content onto your website. Now, the reason why that is so important, is because one of the
things Google looks at when it’s doing its
little algorithm checks, is how frequently updated the site is, is it fresh, fresh content. So, you’re not going to want to change your info pages all the time,
you’re not going to want to add product pages all the time. ‘Cause they’re fairly static. But you will want to
add blogs all the time. You know, it might be that you
do it weekly, monthly, daily. Choose a schedule that you can stick to. You can, you know, consistency gets banded around all the time. Sometimes, especially for
creative entrepreneurs, it can be really difficult to nail that consistency. But you can pre-schedule it. So, you could write, sit
down in a day and write 20 blogs, and then
schedule them to come out over 20 weeks, okay? So you don’t have to worry about it. So like, once a quarter, you
write down all your blogs for the next quarter. But blogs are really where it’s at because you can have the
most flexibility with it. So, if you sell blue widgets. No, let me thing of something. Say you sell children’s
bibs, babies’ bibs. All your product pages will be about your bibs, your product. Your info pages will be about your bibs. But what else will someone
looking to buy bibs, I don’t know where I come up
with these random products that always sound… I did one video about burger bars. So I’m saying, burger bars, burger bars. So, now I’ve got bibs. So, think about what people
are going to be looking for. Who is going to be searching for bibs? Who is your idea target market? What will they be looking for online? So it might be, baby grows. So do some blogs around baby grows. You don’t sell baby grows,
so you can’t do a shop page, and you probably don’t
want it on your info pages, but you can blog around the top
10 baby grows on the market. And hopefully, get that
blog on the front page when someone searches for baby grows. Because once they read
your blog on baby grows, they will see you also sell bibs. And someone looking for baby grows also wants bibs. So that’s how the blogs work. It allows you to skirt around
the edges of your subject and bring people in, okay? And also, you can have fun. You could do fun things around bibs. You could do reviews, like the
top 10 bibs on the internet, the top 10, what’s your
favourite bib design? I don’t know, you know? You can have fun around it, basically. Infographics. So, images are huge, huge. So, it can be images of
your bibs. (chuckles) It can be, like, patterns
that you’ve come up with. Infographics. So it could be like, how a bib is made in a graphical form. So, look at the content
you create and say, can I attach a diagram? So, we’ve done a few statistical blogs about franchising at
the minute, and running your own business. So, we could turn that into a pie chart, and have that as a graphic. Now, images are shared
a little bit more widely than lots of text space, because online it’s very difficult for us
to read and read and read, but we can get a lot of value
out of a quick image, yeah? That’s why infographics
are really important in your marketing, and do really well. And also, you want the
images on your blog post so you can pin them to Pinterest, which is a massive source of traffic, and great link juice. Which we’ll get onto later. So, they’re good for
sharing on social media, great for Pinterest, and just helps get your message across. And also, Google likes
the fact that it’s like a multimedia, so you’ve got some text, you’ve got some image, maybe the video. And it shows it’s nice, thought out piece. It’s not just a bit of
text thrown on a page. So always be thinking,
how can I show Google this is a really good piece of content that he’s going to want to share, okay? Now, not every piece is
going to be this epic, amazing piece, so I
think it’s good to have some funny little, tiny
bits, and some bigger bits, you know? Because it shows it’s
a natural blog, yeah? Videos. Videos is huge. So, Youtube is like the
second biggest search engine to Google, I think, it
changes all the time. So, if you’d manage to
get a video on your blog, so whether it’s own, like a
V log, or whether it’s a… You know, you could read
out your blog on video, you could do an image video. There’s loads of ways
you can create videos. I’ll do a whole different training session on all the videos you can do. So you can either do, like a screen show, like I’m doing with you. It could be you talking on your iPhone, or you could just do like,
fun little image ones of your product. So, loads of videos. But that means you can
get them on Youtube, you can share them on Facebook, you can get them everywhere. Again, every time you
put something on Youtube, it’s a link back to your blog. That’s what you’re thinking about, like, get your content, your
writing and your designing, everywhere, as long as
it’s bringing a link back to your site. Because it’s going to show
Google that you’re serious about what you’re doing,
and to take notice of you, because you’re everywhere. Imagine in a local, a local area. If you got a businessperson out there, you’ve probably got them
on your social media. Who are just everywhere,
they’re into everything. They’re commenting on
everything, they’re… And over time, you think,
well they’re really, really successful, because
they’re everywhere, and everyone’s loving them, and… Google thinks in the same way, but more of an analytical, you know? By using, you know, oh,
there’s lots of social activity around it, and it’s being shared a lot. And oh, they’ve got an
image and a video and stuff on that subject, they must
really know their stuff. That is what we’ve got to get
into the mindset of, okay? This is all there is to SEO. And I hope, even if the
rest has been gobbledygook, I just hope that you
understand that the key to all of this, is to
produce brilliant content in various different forms to show Google that you know what you’re talking about, and that your business
is worth advertising for free, on the first
page of Google, yeah? And then you’ve got the social posts. So, it could be where
you’re sharing something, like a post, you could take
snippets out of your blog post and share it. You could share your images. That’s content, as well,
and Facebook and Twitter can sometimes come up on the
first page of Google, as well. So, don’t always think
that it has to be your blog and your website that you’re optimising. You might have an Etsy
store, where you can optimise the Etsy store. You could have an Amazon
store, you could optimise that. And send links, and do stuff around that. You could have a PDF on SlideShare, and you could do, you could optimise that. Your videos on YouTube,
you can optimise them. So it doesn’t have to be your website. So if you don’t have a
website, you can still do SEO, you can still get to the
first page of Google. You know, I think there’s an… So, Facebook notes, it’s
something I haven’t had a proper look at them, but
I’d imagine they will be optimizable, and have the potential to be on the first page of Google. Because it’s text, it’s content, people are going to get value from it. So Google is going to want to share it. So it doesn’t have to be on your website, it can be anything, but always be thinking about content, and where you can put it, and how you can get
links back to your site, you can also promote your little sort of third party, you know,
your YouTube channel, and your Pinterest channel,
and everything like that. That’s my cat in the
background, bless him. Okay. So, this is what I sort of touched on, where to put it. So once you’ve created your content, you’ve made a video, you’ve
written amazing blog post, you’ve written an article,
you’ve written an e-book, you’ve written anything,
put it on your site, first. Because then your site
gets the credit for it. So, what Google doesn’t
like, is duplicate content. So don’t have… The same bit of content in
various different places without changing it slightly. Google will see that as a bit spammy. And don’t have the same… Don’t copy someone else’s
content, and put it on your site. Again, it’s a no-no. So, put on your site, first,
and then you can tell Google to come and Google, come
and spider, it’s called. So, the algorithm basically
has this thing called a spider. And if you just imagine,
it goes to your front page, and then it goes off
on all the little links to see what all the pages are. And it creates a snapshot of your site. That’s what Google’s
doing all of the time. And the busier your site,
the more content you have, it’s going to visit it daily. If it’s quite a quiet
site, not a lot going on, it might take it a week
to come around to you. It prioritises the busy
sites that it thinks is doing a really good job. So it sends off it’s little
spider, to each home page, and then follows all the
links, and then reports back, you know, what pages has this site got, what is it talking about, and it creates this big database. So that when someone types in, widget, it can find it within seconds, yeah? So that’s what’s happening. So put it on your site first
and then let Google know about it, so that it’s yours. Share it as far as you
can on social media. Don’t think you have to share it… Why not share it everyday for the week? Share it everyday for the month? Keep sharing it, yeah? Each time you share it on your Twitter, on your Facebook, on your Pinterest, it’s another link to your site. So don’t be shy about
sharing your blog posts. I’m guilty of this. You think you’ve done something once, you’ve shared it, and
no one’s going to want to see it again. Well, the chances are
that 80% of the people that follow you, haven’t
seen that blog post. You’ve put a lot of
effort into it, share it, and share it, and share it, okay? Put it on… You can repurpose it. So, repurposing is basically
taking your content, maybe reading it out as an audio, creating a video from it. Shorting it down, taking a
snippet and expanding on it. So, look at ways to repurpose
what you’ve already done into different formats, so
that you can get maximum value. So you can turn it into
PDF and put on SlideShare, you can slightly re-word
elements and send it to someone else’s blog as a guest blog. Now, guest blogging is
basically where you, say you would come to, and you would write
something that would be of interest to my audience. And then I would put it on my blog, and I would link to yours. So you’re getting a link, yeah? That’s what guest blogging is. It’s basically, me creating content. If I wanted to guest blog, I would create some really great content,
and I would put it on… I would ask someone else, would you mind putting my blog onto your site? In exchange for a link. And, if they did, then they
would get some great content for free, written by me,
and I would get a little nod over to my site, to say, oh
look what Victoria Casebourne’s written, and Google
would see that, and see, oh, people are talking about me, so I must be like, brilliant. And then, YouTube videos, yeah? You can do your videos. If you do a video on your website, or you do a Facebook live, get it over to a YouTube channel. Podcast, it sounds scary, but actually it can be really easy. Anyone can have a podcast. I set mine up in four hours. It’s really easy. And then, so, in your
videos, if you extract the audio, you can
create a podcast with it. Yeah? And even if you’re in a retail company, you can still have a podcast. It doesn’t have to be groundbreaking. What I’m slowly getting to grips with is that people just want to know you. So I’m going to start a V log, or a vlog, however you say it, and I’m
really, I haven’t done it because I think I’ve got to
re-invent the wheel everyday. And come up with something mind-boggling. It doesn’t. I’ve just been watching some, and people just talk about their day. So, you know, it can be content like that. It doesn’t have to be
this Shakespearean movie every time you do a video. It can be really just fun stuff. To let people see behind the scenes. (clears throat) Okay. So the purpose of your content is, A, to position you, okay? You want your content to
position you in front of Google and your ideal customer. So it needs to be well-written,
it needs to give value, it needs to spark engagement, people need to get to know you. So, the main purpose of the
content is positioning, okay? And you might want to send a Facebook ad over to that piece of
content that you’ve written, and put your heart and soul
into, to show your audience, you know, the value that you are giving for free on your blog. You also want to use it to
convert viewers and readers into customers. So, you might want to think
about your call to action, your CTA. So when someone is reading that blog, where could you lead them next? What action do you want
that reader to take? Is it that, if they’re
reading something around how a piece of fingerprint
jewellery is made, perhaps you want to link
them to check out your range. Maybe you have a free brochure
that they can download so you can get their email address. Maybe you want to send them
somewhere else, you know? I mean, the key is that you
want them to do something. So, if they’ve got value
from that piece of content, you want to think about
what the next step is. ‘Cause they probably want to
take a next step with you. They’ve learnt something,
where can they go now? So, tell them. If you don’t tell them, they won’t know, they’ll click the back button. So, get my free guide. You know, you really
want like, a lead magnet, they call it. A way of capturing, turning that traffic, and that audience, into an email list. Because then you can start to sell on your email list. That would be the preferable way to go. You also want to help
people that are searching. So answer questions in your blog. Any questions you get asked
by your potential customers and your customers, write a
blog post on each question. How do I edit an image? If I did a blog post by
that, anyone that’s on Google saying, how do I edit an image? My blog post, if it was
good, might be shown. So I’m adding value. And then hopefully they might join, or like me on Facebook, or
they might come and follow me, or something like that. That’s what you want from your content. You want to get into conversation. So, maybe it’s a conversational piece. Like, I’ve just seen,
what was it, yesterday, watching something around Piers Morgan having a go at some mum
who was a bit silly. But maybe I could have
done a blog about that to get, you know, what
do you think about this? Who’s in the right? What would you think if that
happened to you, type thing. And then you might get some
conversation on your blog. Now, that’s brilliant. Like we all know on social media, we want engagement, we
want people to engage. Because Google thinks,
well, there’s real stuff happening there, that’s good stuff. You know, if you’re in a
party, and there’s a load of chat and giggling
in the corner one way, and someone sipping on their
brandy in the other corner, which way do you want to go, yeah? Think of it like that. Google is going to want
to go join the party, because that’s where the action is. So, get into conversation on your blog. Ask questions. Encourage your viewers,
your likers, your tweeters, to come and get into conversation
with you on your blog, because Google is going
to see that other people are liking you enough that they
are commenting on your blog. And try and help your
tribe, like, your customers. Like, you know, once
they’ve bought from you, how can you help them? Deliver that through your
blog and your content, okay? So that is the purpose of it. So, ultimately, it’s to attract
people that are searching for a particular thing, and
then when they are there, deliver value so that
they then want to get your lead magnet, or
make a purchase from you. So think about what that
lead magnet could be. So, for instance, we’ve just written… I say we, (laughs) Claire has written an epic blog post on
franchising, and the downfalls of franchising. And then I’ve created a little
quiz for them to find out which franchisee they are. So the quiz is really good. You know, if it’s around something like, this is how I think my jewellery is, take my quiz and see which
shape is right for you. Or something, yeah? And then through that, they have to submit that email address. Okay. What are the keywords? So, keywords. So this is the crux of SEO, okay? This is the fundamental thing
where SEO hangs off of, okay? So, keywords would be widget. One word, okay. Not many people search for
widget, and I wouldn’t even try not to find your page for it, because I think I ranked, for
keepsakes, for a long time, I don’t know if I am now. But people searching for keepsakes who don’t really have a clue
what they’re looking for, it’s a bit mindless. So, they’ll be a lot of hard work involved in your points, to rank for
something, a single word, and you’ll get very little benefit. If… What you’ve got to think
about, is the key phrases. So, what are people
searching into the search bar on Google? What are your ideal customers
typing into that search bar to find what it is you do? So look at the buying process. What are the thoughts that they have, what questions would they ask? Are they reviewing a
competitor, like feedback? How do I do SEO, for
instance, I could display this training, and I could, you know? Think about what people are
searching into the search box to find something that you do. And there will be loads, okay? Now, long tail is like the
longer, like, the more… The more direct you… The longer the key phrase,
it’s easy to rank for, and also, it’s probably that
they’re more ready to buy, they’re further down the buying process. So, if we use shoes for an example, if you search shoes on Google, you’ll get high heels, trainers,
you’re not really looking to buy shoes, are you? You’re just, like,
looking at shoes, maybe. If you did red patent red high heel shoes, or a particular brand of red shoes, you are particularly
looking for that shoe, because you are probably likely
looking to buy that shoe. So you as a business, your shoe shop, will want to rank for
patent red high heels. Or, Jimmy Choo’s red… I’m not really a shoe person. But whatever branded, you know… Because people are specifically
searching for that item, A, that’s easy to rank for,
and B, we’re attracting people that are so much further
down the buying process, that they are more likely to
buy from you there and then, because they’ve already
done their research. They’ve already gone from
shoes, to high heel shoes, to red high heel shoes,
they’ve already worked out what they want, and now
they’re just looking for the specifics of what
they want to buy, okay? So, that could be with your service, your project, it’s thinking about finding those buying keywords. And then you need to go
through selecting them. So, again, in the more in-depth training, I’ll do a video on how
you analyse the key words, how you look at the
keywords you want to go for, which keywords you’re going to do, and then you can monitor them. So, there’s software out
there that you can have, and then it will show you
where you are on Google. So you can watch it go up in a graph. So, you choose your key phrase, so, red patent shoes. And you’ll probably be nowhere, and over time, you’ll start
to come up on its radar, you might be 100, and
then you’ll become 40, and then you’ll become 10, and
then you might become five. And you’ll see it. And it’s just really therapeutic to watch your rankings go up,
because you know the work you’re doing is generating a result. And as soon as you get onto page one, which is between position one and 10, you will be generating
traffic for that keyword. Now, part of the selecting process is to make sure that you
optimise for key phrases that are searched for. So, if you optimise for a
random key phrase or word that nobody searches for,
you can be position one and get no traffic. So you have to choose
that key phrase wisely, so the effort you put in is going to generate you the traffic. Now, if you’re selling a high end product, you maybe don’t need to
sell that many to make it worth your while. If you’re selling 10 pound widgets, you need to be making sure
that you’ve got, like, half a million searches a month
for that particular thing, or however many, because
you’re only going to get a percentage of the people
that are searching for it to actually come and buy from you. It’s all, internet marketing,
is all a numbers game, okay? So, the final thing, and
one of the big, big, big, big, big things, are links. So, what are links? And I think this can be really confusing. It needn’t be. (clears throat) So, you have inbound links, and you have outbound links, okay? Inbound links is where any other website, Facebook, Twitter, YouTube,
your Auntie Jo’s hair salon, your mother’s B&B website,
your local chamber of commerce, any other website out
there that is not yours, that writes, or,
and links to your site, puts that in some of their content so it’s created a link, yeah? So wherever they mention your domain name, and they create a hyperlink,
which is where you can click on it, and it takes
you to your website, that is an inbound link. That is taking traffic from their website, so, imagine they’ve got, they’ve got Jo reading their blog post, yeah? So they’ve written a blog
post that is on their blog, some content. And they mention that they’ve
seen some SEO training by Victoria Casebourne,
you can check it out here. So, on that word here,
they create a hyperlink that links them over to my
website, to this training. That is counted as one inbound link, yeah? I will explain and show you in detail how you create a
hyperlink in the training. But it’s just to understand
what an inbound link is. An inbound link is a link
from any other website to your website. That is the gold, that
is what we want, yeah? An outbound link is where
you, on your website, link to any other website in the world. Google, YouTube, your
auntie Joan’s hair salon, whatever it is, I don’t
have an Auntie Joan, I don’t have an auntie with a hair salon. But you, on your website, you
can link to anybody, okay? You do not want to be linking
to bad neighbourhoods. So, if you link to porno sites, or any really dodgy
websites, it’s going to, Google’s going to question whether you are worth linking to. If you’ve got, you know, if
you’re selling baby gear, and you’re linking to
really dodgy websites, it’s going to probably
not display your site. So, really think
carefully about who you’re associating with. Because every time you
link to another website, you are giving a vote, in
Google’s eyes, to that website, to say, this website is
worth visiting, it’s good. So, don’t do a blog post
on all the 100 worst websites you could ever visit, because Google’s going
to see that and not know that you’re saying they’re bad. It’s going to see that
you have voted for the 100 worst websites on the planet. It’s going to see each link as a vote for those terrible sites. So, pick the sites that
you link to carefully. Now, you want as few
outbound links as possible, because, I don’t know
if it’s still the case, but it used to be referred
to as juice, link juice. How can I, so… Your webpage, say, has a cup
of Google goodwill, yeah? It has this vessel of goodwill that Google has given your page, because
it’s bloody brilliant, yeah? If you link to another
webpage, you are sharing some of that goodwill
with that other page. So every link that you have from that page that Google thinks is bloody amazing, you are giving a vote, so you are letting, it’s almost like a
colander, it’s like a hole in your vessel. So you are then sharing that goodwill to each page that you
link to, you are sharing. So you imagine your vessel
becomes slightly less, because you’re sharing it out. So you don’t want to go around linking to other people’s sites willy-nilly. But, you need to link
to some, ’cause Google doesn’t want to see you
as this little island on its own. So, if you’re writing an epic blog post on franchising, we would link
to the franchise organisation, the bodies, and stuff like that. Because it makes sense. That Google would see,
how can the ultimate guide to franchising be complete without links to these key government bodies, yeah? So, link to things
consciously, not willy-nilly. But also, you’ll want to
link, because if someone does a guest blog on
your post, on your site, you will want to reward them with a link. You might want to swap links. There’s a little bit about
swapping links at the minute, Google sees it for what it is,
you’re just swapping links, so it’s not, it probably
just cancels each other out. It’s probably not as
valuable as it used to be. So, your ultimate game is to get as many links to you and as
few links out as possible. Only link to the big guys. You might need to link to some people. So, saying that, if you did the 100 top business entrepreneurs in the UK, you will link to all the
100 entrepreneurs, okay? Because that’s the sort
of page that it is. And actually, that can be beneficial, because each of the 100
people you’ve linked to might then share that
page, because you’ve said that they’re brilliant, yeah? So, sometimes it’s useful to have linking to other people, because
it might encourage them to share your content,
because you’ve linked to them. So, if you’re linking, if you’re
talking around baby grows, or instance, and you
sold bibs, you might want to sort of mention a few of
the key baby grow suppliers that people can buy from in your blog. A, it makes it a more complete article, and B, you might make a
relationship with those baby grow suppliers that
might then link to you, about your bibs. Yeah? It’s all strategic. But don’t go linking to loads of rubbish baby grow suppliers,
’cause that’s just going to devalue your page. I hope this is making sense. Why are they important? Okay. So each link that you get to
your website (clears throat) is a vote for you. So think of it as an electoral campaign, some sort of competition, which it is, the more people that link
to you and your website, is a vote for you. So, you want as many votes
as you can get, yeah? And like I talked about link juice. If you imagine that we can let link juice seep out when we link, people
that are linking to you, are sharing their link juice, yeah? Again, I think it’s changed a bit, but I quite like the analogy,
it helps the visuals. I don’t know how much Google’s algorithm has changed recently about that. But it still, it makes sense. You know, people that
link to you are sharing their link juice, you know? They’re opening a little pipe
from their website to yours, and they’re saying it’s good. So, and I’ll talk about this in a minute, you’re looking for the good links, yeah? They’re also important for the surfers. So, if someone’s searching
about baby grows, and they come across the baby grow blog on someone else’s site, and then they say, or you can also check out
some great range of bibs, people surf form site to site. So it might not be that you’ve come up on the first page of Google because of it, but you’ve attracted
traffic because of a link. So, if there’s a link
on your YouTube video, people will surf and say,
well let me check out her a little bit more, and they’ll come and have a check out, yeah? And it connects you. So, like I said, if you sell
bibs and you want to connect with a baby grows supplier,
then, if you link to them, they’ll go, ah, isn’t she lovely? And you’ll make a connexion,
and then you might do some sort of joint venture work, yeah? Like a bib and baby grow combo. I honestly don’t know where… I pick on something on every
training, and that’s it. The links need to be relevant. So, if you’re a baby
site, you might not want to be linking to building supplies, yeah? Because they’re just completely unrelated. So, make sure that you
link to related sites. Where there’s some sort of connexion, and that you get links from related sites. Because if you’ve just got links from loads and loads of random things, there’s no connexion
there, and it’ll just be a bit random. And Google doesn’t probably
like quite random things. And good sites. Go for sites that are reputable. If they’re already doing well on Google, it’s a good sign that they think they’re pretty awesome, themselves. So, if you get a link
from them, then they are, by association, saying
that you’re awesome, too. So, it’s a good place
to start looking for… So if you wanted to link to baby grows, I’d probably do a Google
search on baby grows, see who Google is saying is
top dog in baby grow land, and then make a connexion with them, and hopefully get a link
from them to your bib site. So, you’re using, you’re
only linking to the sites that Google already says
are brilliant, yeah? And also, you can tell who is
linking to your competitors. So, if you’ve got a
competitor that is above you, you would research who is
linking to your competitor, and then you would ask the same people to link to you, yeah? There’s a lot of work, here, which is why it’s quite good to
outsource, but it’s very good to understand before you outsource. Because A, you understand
what the person’s doing, and you can step in and
you can monitor things a little bit. So, in all of this, I will
go into much more depth. But as you can see, I don’t know how long I’ve been talking, but
probably quite a while already, and we’ve only just
covered the real basics of this level, fundamental
understanding, stuff. So, how to get links. Okay. So, you can do guest blogs. You can write a piece
of content and get it onto someone else’s
website, a relevant website. And in exchange, they will
link to your site at the end. You can share on social media. There are book marking sites,
I don’t know if they’re valuable, but I don’t think
they hurt, they don’t hurt. So there’s things like Dig, I think, and there’s a few different
book marking sites. Any external site that might, you know… For instance, if it’s a local hotel, and you’re a wedding
supplier, if you get a link on their suppliers or
recommended suppliers page, that’s a really good link
for many, many reasons. So think about who you
could get a link from, because you are helping
their clientele, yeah? Directories. Local directories, I don’t
think they’re as valuable as they used to be, but
again, it doesn’t harm. So there’s dee-mores,
which used to be in my day, I don’t know if it still is, but the link you needed to get, because
it’s a human-edited directory. And, basically Google
saw that, that if you got into dee-mores, you were
definitely a proper business, so it gave you a massive boost. So, going back to the good site. If you have a site from a weaker website, if you have a link from a weaker website, it might be one vote. But if you got a link from an educational or a government, or a big website, like a BBC review, or something, it would be like 10 votes, or 100 votes. So you want to get the biggies if you can, ’cause one biggie will be
worth like, 100 small ones. Forums. Again, not quite, but it’s still a link that shows you’re active. So when you post on a forum, it might be that you’re able to post a link to a… So, if someone’s saying… I’m desperate to get the
best baby grow for my baby, and I don’t know where to get it from, anybody got any ideas? You could then say, oh, I’ve just actually done a blog post on baby
grows, to review the top 10. It’s just my opinion, here it is, let me know what you think. You’ve got a link to your website, yeah? For us, for franchising. If we went onto business start up forums, and things like that,
and someone’s saying, I’m really thinking of
starting a franchise has anybody bought one before? We could say, before you do, we’ve written this massive review of what we think the pros and cons are of franchising. Just give it a read, and if
you’ve got any questions, we’re just trying to sort of make sure people’s eyes are open
before they buy a franchise. And we can drop a link to our blog post. Again, that’s a really
good, relevant link. Because Google’s seeing
that there’s chat around it, and it’s linking to me. But don’t be going… I wouldn’t be going to a baby forum and dropping links to my franchise. Thing is, there’s no connexion,
doesn’t make any sense, and I’ll be banned for link dropping. And also, in forums you
can have a signature, sometimes you have to
have posted a few times, but once you’re an active
contributor to that forum, in your signature, you
can have a link to… In your bio, you can have
a link to your website. Which, again, is another link, yeah? Blogger outreach. You don’t even need to be a guest blogger. Sometimes, it might, you might say, look, I see you review bibs. (laughs) I see you review bibs. You might be interested in mine. Can I send you one? You might, just to let you know… What you want to do is,
probably email them, first, to compliment them, get the conversation. And then, then ask them. So, I’ll put together
some little emails to use, in the full training,
to help you make contact with bloggers. Or any site like that. So, it’s about connexion. People don’t want like,
robo-bots and things contacting them. We get enough spam. People are genuine people,
and they want to deal with genuine people. So, be that person. And link bait. So, creating content that
is so blinking awesome, that people can’t help but share it, link to it, if it’s the resource. So, for instance, if I
had this SEO training as a free blog post, I would hope that people would see that
it’s genuinely good content, and people would link. So, every time anyone asks about SEO, they would link to my
training, my free training, because it’s worthwhile, yeah? So, it’s good, good content that people are going to want to link to
without you even having to ask. It could be that you write content… You might want to think about
who you target market are, what sites they visit,
and deliberately create some content that that site is
going to want to share, yeah? Because people are looking
for really good stuff to share on social media. Everyone, every business,
is in the same boat as you. Everyone wants to be on the
front page for their keywords and key phrases. Everyone wants their content to be seen, everyone wants their content to be shared. So it is a matter of joining together, and making connexions,
and helping one another to do that, okay? We can’t do it on our own. How to get links. I understand that you can pay for them, which is a complete no-no, now. It used to be that you could pay links, but don’t do it. And social proof. Google’s looking for how active you are on social media, because
again, it’s like a nod for their algorithm, to
say that you are genuine, genuine business. So, if you’re active on social media, and you’ve got it
connected to your website, in your bios and your about us pages, then it’s saying, yeah, they’re good. They’re genuine, they’re
active on social media. It gives you that big
tick, that big vote, yeah? That you are a genuine
site, so they’re more likely to list you. And encourage people to
share you stuff, as well. Ask your friends and family,
could you just share this? Because Google sees
every share of your link. So, when you do a post on Facebook, always try and drop in
a link to your website, and then every time that is… So, if you did a competition,
and it got shared, make sure your website
address is in the post, because every time that post is shared, your website is shared, too, and that is another tick, another vote. Yeah? So. The final part of the puzzle is, you need to analyse your results. So you can set up Google analytics, again, I’ll do a whole training on this, so you can start to see where your traffic is coming from, what’s it doing, what’s the bounce rate,
so how many people come and then go straight away,
’cause Google’s looking at that, as well. If lots of people are coming to your site but leaving without even reading anything, then it’s probably
thinking that it’s a bit of a rubbish site, so
you need to do content, sticky content, that’s going to get people to stick around. But when you see… If you see where the
traffic is coming from, you can put more stuff there. When you see what they
are doing when they get to your site, you can see which traffic you want to attract. Where did they come from,
and what did they search for? So, if people are
searching for pink widgets, and finding you, and you
only sell blue widgets, you might want to go ahead
and stock some pink widgets. Yeah? Might give you an idea for a service, or you might want to find
a pink widget supplier and set up an affiliate link with them, because then you will at least
get a little bit of traffic from promoting the pink widgets. So, look at what people are coming and finding you for,
because that will allow you to grow your reach. (clears throat) And if you want a list of
tools that I would recommend from your analytics, it’s
not just Google analytics, some other ones, some different things, like, how to spy on your competitors, some of them are quite
pricey, some of them are free. But if you go to, then I’ll put a whole list there for you. (coughs) Excuse me. So, let me just have a sip of tea. Which is stone cold. I made myself a cup of
tea to do the training, and I’ve had one sip,
and it’s freezing cold. Isn’t that the story of being a mum. So, do you outsource, or do you diy. There is a cost to outsource. It’s not cheap to outsource SEO, because as you have
seen, it is quite vast. You have to write the
content, you have to do the link building, you have to track it. It’s a big job. So, if you haven’t got the
funds, I would do it yourself. And maybe it’s something that you want to start to outsource when you have time. If you love it, and it can be addictive, then maybe you want to look at finding someone to help
you, or you might want to outsource something
else that, if you’re good at the SEO… What I would say, though, is
you want to be building SEO into your everyday marketing stuff. So, sharing stuff on social media, that’s not SEO, but it’s helping your SEO. Writing your content. You can do that in the car, yeah? I will share ways in the training of how you can pretty much write blogs without any time at all to
sit down at the computer. It is possible, yeah? You don’t have to sit
and write a manuscript. You can literally do it on the school run. So, you can fit things in. So it might be that you only want to outsource your link building. That actually, you’re
okay writing the content, but you just sort of
want someone to sort of, build links to it. But when you do outsource
it, whatever you outsource, choose wisely. As I said right at the beginning, if you choose the wrong SEO supplier, ’cause there are engine
companies out there, no disrespect, and there’s
probably some really good ones. But I have been contacted by SEO companies trying to sell me SEO services. And because I know what I’m talking about, I would grill them on what they do. And I knew more than them. And then they were telling
me all this rubbish that I knew wasn’t true. If anyone guarantees you first
place position on Google, and it’s not an ad, run a mile. It’s impossible. No one in the world can guarantee you a first place position. You can do all of this work
to the best of your ability, and you might get nowhere. That is the way it is. So that’s down to picking
the right keywords, because you want to hedge your bets. So, if you’re watching
this, and you sell things, I would start local. Start local and work out. So, for me, I might do Shepton Mallet, I might do Somerset. So, Shepton Mallet baby
gifts, or Somerset gifts in Somerset, if that’s what I was doing. Because people often search locally. And you’re more likely to
register and link for that, then you are for baby gifts, yeah? So, I think that is it. (laughs) Let’s go back to the beginning. So, we have, just as a
recap, we have explained, really, this training. And I’m not quite sure how
long I’ve been talking, but I know it’s quite a while, and I feel like I’ve got
a dry throat and mouth, so I’m sure your ears are
as worn out as my mouth is. And all I’ve done is, I’ve skipped over the basics of it. So what I want to do
now is create a course pulling out every element,
every time I’ve said, like, then you need to choose your domain name, then you need to do a blogger outreach. I want to have a video for
each of those sessions, so that it shows you, step by step, how to do that individual thing. And it’s very much, like
everything in business, one foot in front of the other. So don’t worry about your links until your blog is on
there, and you’ve got the green light on
you’re SEO plug in, yeah? Don’t worry about sharing
it until you’ve got the content written. Don’t worry about writing
content until you know what the keywords are. It’s a process. And I just hope that this
session has given you a broad understanding of
what is involved in SEO. So, when people talk about SEO, when people talk about
keywords, you understand what they’re talking about. There is nothing scary in SEO. In a nutshell, what you are doing, is you are thinking about what customers are searching for on Google, yeah? You’re researching to see how many people search for that term, and
if it’s worth your while to create some content for it. You are going to write some content to help anybody that is
searching for that phrase. How do I edit an image? Here is a video on how
you edit an image, yeah? So I create that video. I add it to my website,
which is really easy. You can do that through your phone, yeah? It’s easy. And then, I just find ways to share it, and to get links to it in any way I can. So, on social media, on YouTube,
connexion with my friends, on my auntie’s hair
salon, the blogger people that I follow. And over time, you’ll
create a big list of people that will share your things. (coughs) That is it. The key is getting that keyword right, making amazing content
that people are going to want to share without
you even having to ask, and then getting people to link to it, and share your stuff. If you get those three things, you’ve got it nailed. So it’s not like a set SEO process. That is essentially what
business is about, yeah? It’s always been about that. It’s always been about
understanding your customer, to know what you want to produce. It’s always been about
producing newsletters, and content, and things. Like, even before the internet,
you would have brochures, and newsletters through the post. It’s the same. And it’s about making connexions, it’s about networking online. It’s all, there’s nothing rocket science, or mystical, about SEO. But I think, because it is called SEO, which is all like, oo,
what does that stand for? And then people have made it complicated because that’s how they’re
making their money, that is why there’s all
this confusion around it. It doesn’t have to be that hard, yeah? So, thank you so much for watching. If you’re interested in
the in-depth training, it’s going to be all
available in the, and it will be available
to all our members. And it will also be available
as a one-off payment, if you prefer. And I’m hoping to have
some amazing guest speakers to come and talk about some
of the elements, as well. But that is all come out of my head today, so we will see. So, like I said, this training
is coming from a place where I’m training a member of the team to take this on, who has no
technical experience, at all. So I’m going to share this video with her. If it gets the seal of approval, I will share it with you guys. If she comes back to me
with loads of questions, going, I just didn’t understand that, then I will go back and
edit it, or re-word it. But I think this is going to be brilliant. Because I really… It’s one of those bugbears of mine, that I see SEO causing
everyone so much confusion, and it shouldn’t do. So, I’m really hoping
that we can demystify it, and create the best
training there is on SEO. So, I’d love your feedback. Alright, lots of love, bye!

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