SEO Live! – The Theory of Content | #MVCON18

By | August 23, 2019

[MUSIC PLAYING] Right now we’re going to
do something pretty cool. We’re going to do a live
taping of the Theory of Content podcast. It is going to be
super exciting. How many of you
have actually been listening to Theory of Content? Aw, thanks, guys! Yes! Right? I listen to it when I’m in
the kitchen all the time. I tell Alexa, play
Theory of Content, which my friend [INAUDIBLE] Alexa does that? I guess! I just learned that. She can play it for you. I tell Google Home to do that. I don’t know. Whatever. I’d do that too,
but that’s upstairs. So we’ve got Josh and Amber. Josh is the director
of marketing for Alarm Grid, a home security
company out of Florida. His content-centric philosophy
has propelled his site’s success, and it should be a
breath of fresh air for anyone who wants to understand
how they can build a successful presence online. And then you all know Amber,
our lovely co-founder. Lifelong loves include
Texas, Mexican food, her British husband, and
her two boys, Evan and Will. She’s also obsessed with helping
bloggers create better content and businesses of their dreams. Give it away, guys! All right. All right. Cool. Hi, everyone. Is everybody here? Is everyone ready? OK. I think we’re ready to go, too. So we’re going to literally
do a live showing. We’re going to start
out the way we normally do, minus the music,
if you’re a listener. It’s good to see
that we actually do have a few listeners in here. Maybe a few more of you
will start listening. That’d be great. But basically, real
simply, we do the show because we love
content and we like talking about sort
of our philosophy about how to make it. So that’s what
this show is about. And let’s get right into it. Yeah. So hey, everybody,
this is Joshua Unseth and you’re listening
to Theory of Content. I’m here with my co-host– Amber Bracegirdle. And today we’re actually
at the Mediavine conference with a live audience. [CHEERS] Awesome. We’re at the
Googleplex, actually, which is kind of cool. So today we’re going to
actually do a live show. And we’re going to kind
of go through questions like we normally do. There’s going to be a
little bit less banter here at the beginning. Yeah. And we’re going to go
question by question. And what I really want to do
is run through these questions as fast as we can– So that we can open
it up to the audience. Exactly. So you guys can actually
get up and ask questions, sort of about whatever it is you
want to– how to run your blog, how to do SEO, how to think
about content generally. And so let’s get to it. All right. First section we’re going
to talk about is strategy. We divided these
into sort of topics based on the questions that were
asked in the Facebook group. So, strategies–
where we’re starting. Great. If you could only choose one
to two SEO strategies to work on first, what would they be? OK, so the first thing– like, we’ve talked about this
a lot of times on the show before. I think that a lot
of people really sort of overthink their
search engine optimization, their sort of strategies. And we say it all the time,
like, your blog ain’t broke. Every time. Every time. Your blog isn’t broken. Everyone comes to us, I mean,
like you, me, generally– they’ll come and they’ll say,
like, my blog isn’t producing, isn’t getting as much
traffic as I would want it. And I think the
beauty of blogging is that you really are sort of
in charge of your own blog’s fate. So I think the number one
thing that I generally recommend people work
on is just writing more. Write more content, which
is a frustrating to hear, I think, for bloggers. So in fact, I was talking
with someone earlier today that was talking about
going back and fixing file names on photos as
part of what they wanted to do to target as SEO. And I was like, yo, yo, yo. That is such a waste of time. That’s going to be
a very [INAUDIBLE].. Please don’t waste
your time doing that. Like, that is literally
spinning your wheels for something that is not
going to give you any– Well, it’s just not going
to– like, there’s sort of a– the question is, how
much effort do you have to put in for the results? And I think that
a lot of bloggers believe– and we did the site
audit last week, sort of how to do a self-audit of your
site so that you don’t have to pay an SEO to do it. So that you can actually do this
yourself and sort of come out with, like– Maybe we made some
enemies last week. Right. Or that might be what happened. So going back and changing
the file names of photos is probably not going to net
you a whole lot more traffic, whereas making new content,
targeting those new keywords that you’d like to go after,
that is absolutely 100% going to be the kind of
thing that grows your traffic significantly. And that’s a thing. A lot of bloggers,
they focus on sort of the myopic, the
small little things that they can do to get a
little bit more traffic, when the reality is that there
is these opportunities out there that you should
go after long before you start caring about things like
the file names on your site. And I get it, right? As a blogger, I get it. You feel like it can’t just
be writing more content. You’re blogging the ga’den. It’s a beautiful ga’den. You’re trying to curate it. So he doesn’t normally
get to see my face, right? When we do these. And that’s the face I
make a lot of the time. I’m like, what? I know that it’s frustrating
to hear, keep writing, keep writing content. Like you want actionable
things that you think you did wrong a long
time ago and that surely that must be preventing
Google from seeing what’s good about your site. It’s not preventing Google
from seeing anything. Google is smart. Right. Well, kinda. Google is smart enough
to know that if you wrote a post about chocolate cake, but
the file name is Image 1234567, there’s been enough
commenting, there’s been enough interaction
with that post that they still know it’s
about chocolate cake. And you going back and
changing your file name is not going to give them
any sort of extra information that they didn’t already know. Little bit, but
not significantly. Not enough to make a
difference for the time that you’re spending. Right. And I think one of
the big problems with understanding that
your blog isn’t broken and that Google is pretty smart
about where to rank you and how to– they’re good at delivering
content to searchers, right? I think the frustrating
reality of that is that you realize that the
only thing really holding your site back is your content. Like, your future content,
your “not writing something right now.” And it’s both a
blessing and a curse, because it means that
there’s no silver bullets, there’s just more writing. And that’s also
beautiful because it means that you’re
completely in control of getting that traffic. Moving on to the
second thing, I think the second really
important thing for people to sort
of understand is that you need to stop thinking
about SEO as a blogger. I think that a lot of bloggers
get really into the weeds, they try to learn everything
that a marketer is going to know. I mean, you’re bloggers. You’re not marketers. That’s not your specialization. Google didn’t build
its algorithms so that SEOs could just
go and manipulate them. They wrote it so that
bloggers could rank for things and that writers
could rank for things, and that that content,
that really good content is delivered to people
that are looking for it and searching for it
every day, all the time. Right? So you don’t actually
have to know the SEO that someone who might be
working with a Fortune 500 company might know. You can just write. And for the most part,
that’s going to be enough. There are some cases
when sites are broken. But those are rare. I rarely see it. We saw that with Julie,
but it had been fixed long before we looked at it. Right and the reason we
knew that it was broken is because we were actually
looking at the analytics and there was a
slight large dip. It was like, you know,
fine, fine, fine, dip. Flatlined. Yeah. A few months of a
flatline, and then– and we were able to kind of
diagnose that and figure out what happened
during that period. But that’s rare. Right. And you know what was
important about that, and this is something Eric is
kind of passionate about, too, is it wasn’t obvious
to Julie Blanner. Sorry to call you out, Julie. It wasn’t obvious to her– She was on the show. There was a whole episode
named after her, so. Yes. It wasn’t obvious to her because
she was looking day by day. But the first thing Josh did was
zoom out and look at the year. And when he looked at the
year, it was just like– I was sitting next to– that was a show that we
actually recorded together when I was in Florida. And when you looked at it, like
as someone who was sitting next to him, and I looked at the
graph, I was like, holy moly. What happened? And she was able to
pinpoint exactly the change that she made on our site. And when it was fixed, she
could also pinpoint a change. Right. Well, it’s a thing. Like what happened
on July 12th, right? And she goes back at
her emails and looks. She’s, well, that’s the date
that I did this with my site. And it was significant. And then what happened
on November 3, and this is, you know, that’s
the date I did X, Y, and Z. So like if you zoom out like
that in your analytics, sometimes you can kind of
diagnose things, but it’s rare. It’s rare that there’s something
actually wrong with your site. Yeah. So what’s the next
question we got? “How can we improve the chance
of getting to the rank zero spot”– that’s also called
position zero– “where Google shows
content snippets?” That’s a great question. So there’s– if you guys
have looked at Search, a lot of times you’re
going to search– particularly questions. Like, how do I do X? There’s a spot above
all of the other things that we call the position zero. And it generally
has an answer in it. It’s a little box. I’m sure you’ve seen it. Google like, what
is Brad Pitt’s age? It’s going to show up. I don’t know actually,
how old is Brad Pitt? I don’t know. 53. 53. [LAUGHTER] [SIGH] I knew you’d know that. So, yeah. That’s a position-zero
box and it takes up an enormous amount
of space at the top, and it gets a ton of clicks. It’s absolutely wonderful. And the beauty of it is that
Google will actually select from lots and lots of articles. So you could be in
that top 10, you could be the eighth
position, and then Google will reward
you by giving you that top zero-position spot. Because you answered
the question. Right, because you
answered the question and they’re trying to
deliver that content. So you actually get
two spots on that page, which is really wonderful. So the way that I generally– I go after the zero
position all the time. And the way that I
do that is basically, I think of writing as,
like, you have surface area and you have like this canvas. And you’re basically
trying to make it so that you give
enough surface area that Google finds
the answer written well inside of your post. And so the way
that I do that is I make posts very
clear and concise. This is one of the few times
that I do write for Google. But the result of writing
for Google in these cases is that it’s actually
better for people. So for example, if someone wants
to have some sort of how-to, the way that I structure those
is I have a small paragraph at the beginning that kind
of fully answers a question– well, not fully, but sort
of gives a quick answer of the question. And then if it’s a
how-to, I have steps. And I do like a
full step-by-step. And Google actually will
often grab the first sentence from each of those
steps and they’re going to display them in
that zero position, which is amazing. But basically, I just try to
give Google as much surface area as possible. I try to answer the question
clearly and concisely. I take a lot of care of
spelling and grammar. And that’s how I go after
those first positions. Right. I mean, we do the same
thing on Food Fanatic. I give this example
all the time, probably because it’s the
only one I’ve had time to do in the last year– The parboil? The parboil. The parboil. You know, Eric says to me,
yo, we’re ranking pretty well for how to parboil,
even though our post was about how to parboil potatoes. But we were ranking
like sixth on the page for “how to parboil.” And so we’re like, all right,
we’re going to after this. And so Megan and I, who is
my assistant editor as well as our conference planner,
got together one day– because we lived close to each
other– and we created videos. We did– we parboiled sweet
potatoes, and mixed vegetables, and rice– Parboil everything. –all the things. All the things, right? And we ended up with
like eight videos that I then went and
created articles for. And they weren’t massively
different from each other. I structured them the same way. I sort of put a narrative
at the beginning, like the example I love
is the carrots one. Because you didn’t know that
the whole thing that carrots are good for your
eyes, it’s a myth that was put out during
World War II to– No idea. –confuse Germans about radar. Like, that’s really true. And so I wrote, like the first– I mean, Food Fanatic, guys. Like it’s a recipe site. But I wrote the entire
post about the fact that that’s a thing. But then I also
provided information about how to parboil carrots. And in that, I
then linked around to all of the
other parboil posts that we had, and
did the same thing in every single
parboil post we had. And within a couple
of weeks, we had seen a 20% increase in
Search around “parboil,” because we had raised in
rankings on the initial term, but we were also starting
to capture all of the things about parboiling all
those other things. Especially how to parboil rice. Apparently, preppers
are real big into that, like doomsday preppers. So we started
capturing all of that, which was hysterical to me. That’s the Food Fanatic
market for the most part. That’s your demographic. It really is. Yeah, and I think
that’s absolutely great, because you had no idea. So like they’re grabbing that– Right, we had no idea. And we did the same thing
with Christina Lane, right? Where are you, Christina? Raise your hand. Right there. Yes. So when we had Christina
on the podcast, Josh was looking at
her stuff and it was right before Valentine’s Day. And he was like, yo,
write a bunch of stuff about romantic dinners for two. Like, keep writing about it. Did it work? Absolutely [INAUDIBLE]. Absolutely it worked. Great. Yeah. And it’s all about providing
the surface area to Google to say, hey, I’m
an expert in this. And here’s the thing
with the zero position. It’s usually provided by– like
Google will often provide it particularly for questions. And you can pull a lot of
that stuff out of your Google Analytics. You actually go in
there and you can see what people have
searched for that you could put the word “how to,” and it
will filter all of the keywords that people have
come to your site on, using a how-to question. Now, like if you’re
a small blog, you’re not going to
get a lot of stuff, but just answer those questions. Keep answering them. Answer them. And you’re going to get
more and more and more. It might be one a week, or
two a week, or five a week. But you answer those
questions, eventually you’re going to have
a whole host of those. So going after those questions
is also one of the ways that you can really
build that position zero. And I generally don’t advocate
going after a single keyword. I think that bloggers need
to be less ardent about going after single keywords and more
ardent about going after swaths of keywords, looking for like
50 keywords they can write for. Because you know what? Whether you get the position
zero or the position one, it’s quasi-random. You don’t have a whole
lot of control of that. It’s a bunch of, like,
monkeys in a computer that make that decision. And there’s a lot of things that
you can do to guarantee that. Right? Josh. We’re in the
monkeys’ living room. Well, that’s fine. They know that. [LAUGHTER] They built the monkeys. So that’s the beautiful
thing about it, is if you go after
50, some of them are going to end up
in the one position, some are going end up
in the two position, some are going to
end up in the three, and some are going to end
up in the 10 position. And it’s fine. Yeah. And I’ll say this, too. Don’t focus on the
day-by-day, right? Like, some people– I’ve gotten emails where
people are like, oh my gosh! I was two yesterday. Today I’m five. What did I do wrong? Nothing. And I guarantee you– The monkeys moved you. Yeah. So there you go. And it’s very likely
that in a few days they’re going to
do something else. They’re going to
re-index things again– And you’re not going
to be in Search at all. Don’t say that. Just kidding. Let’s go on to the next one. All right, so we’re going
to look at site structure. Yeah. So now we’re going to
move on to site structure. How does site structure
play into SEO? We’ve done a couple of
shows about this, too. There’s a lot of questions
about, like, what it– where, like how you
should make your site. Sort of how you should build
it, like the architecture of it. Site structure has a
little bit to do with SEO. It has a lot to do with
how Google actually shows and displays
your site in Search, particularly for
branded searches, like if someone’s searching
your name specifically. You know, I generally advocate
being very, very specific about particularly
your navigation bar, really making sort of very
strategic and editorial decisions about where you’re
directing your traffic. So make sure that
people are getting to the pages that are
popular from the home page, making those pages not too
far from the home page. Like you want one,
maybe two clicks to some of those
more popular pages. Getting them to landing
pages, getting your users to behave in the way that
you want them to behave. And what happens there
is Google actually will, like sometimes
for branded searches, pull out some of those links. And you know, instead of
just that top little search, they’re going to give
you that, and then there’s like five or
six link spots below it that they’re going to give you. But how does it play
into SEO generally? I mean, you think about it,
Google cares a lot about links. And a lot less
than they used to, but they still care about links. And part of those links,
part of that link profile includes the links
on your own site. So you want things that you
want to rank for, you know, those shorter keywords,
those harder-to-rank ones, you want them to be the
things that you are linking to on Google so that
you can tell Google, these are the most
important pages. These are the
things that indicate what my site is most about. Google, Bing, Yahoo, whatever
it is that you’re ranking for– and they’re going to
grab those and they’re going to use those links on
your site as part of the metric for figuring out
what you rank for. And how do you do that? You figure out very
specific– even in text. So you do that in
the navbar for one. Like breadcrumbs. Yeah. Right. Does everybody understand
what breadcrumbs are? OK, cool. Yeah, you could do it–
the breadcrumbs are– Now, I don’t mean the food. I do. No. I’m very hungry. All the time. But like, breadcrumbs
are generally the thing at the top your
site where you have a link, and then you have like a–
is that a greater-than sign? I’m not great at math. Better at eating breadcrumbs. But like a greater-than sign
and then like another thing. It’s categorical. So you’re going to have like– and then at the very end, you
have the title of the post. It gets its name from
Hansel and Gretel, right? The way that someone is
clicking through your site and they can get back
to where they were. So for example, if they
came into your site on the slow-cooker
category page, but then they clicked
on to something, they could actually
just click back on the slow-cooker category
at the top of the post. It allows for easy navigation. It allows for Google to kind of
like filter through your site very easily. It makes it wonderful for
an experience as a searcher. Another thing you can
do is use proper markup. So like in the code of your– we’re not all coders. And I don’t expect everyone
to know exactly how to do this and I don’t think Google
does, necessarily, either. But there’s a thing called or Schema. is the site
where a lot of the schema is articulated. But Schema basically
gives you a template to show Google what
elements of your site are, so you can tell
it, hey, Google, this is where the recipe is. Hey, Google, this is
where my content is. Hey, Google, this is
a product and it’s a description of the product. And these are comments. Right. And to put this in perspective
for a Mediavine link, you’ll hear us say, don’t
use post builders, please! Because our ads use these bits
of markup to know where to go. And so in content, if
you’re using a post builder, a lot of times
it’ll not categorize things the right way, and
then your ads don’t serve. Which is no bueno
for your pocketbook. And I mean, the final thing I
think is, like, a lot of you are using recipe cards
because you’re food bloggers. A lot of you are
not food bloggers, but I think a large portion
of the people in here are. Those recipe cards,
generally the best ones are going to be properly
marked up in Schema. And the beauty of
that is, again, you’re telling Google this is
where my recipe content is. And when Google is looking
for recipe content, it’s going to pull that
stuff right out of there. And you might even get
that [INAUDIBLE] spot back to that question. But like with Mediavine, as
they’re doing the recipe card, as they’re doing other
kinds of cards, that’s the purpose of those cards, is
to mark up your site properly to make sure that Google
and any other search engine knows exactly what’s in that
little section on your site. Right. So example, you know, there
are some craft bloggers in the room that use
recipe cards because they want to provide printable
things for their readers. But they’re actually
marking up craft items, like the things that
you need for the craft– As food items. –as food items. And Google is like, mm-mm. No. Google don’t eat that. Don’t do that. Yeah. Don’t do that. So you can actually hurt
your site by doing that. I think Google is actually
pretty good about parsing that stuff, so like, it
grabs it, it looks at it, it says, well, these
ain’t recipes, right? So Google, it used
to be that people would do that to trick
Google into giving them a little picture. And Google’s gotten pretty good
about knowing that these things aren’t recipes. So, like, for the most
part, it’s actually not going to hurt your site,
but it’s a really bad idea for the long term. I think what you
really want to do is wait until something that
actually has good markup comes along, so that
you can actually utilize a lot of the
features that Google wants you to utilize for those posts. So in a case of
recipes, that means that you get a little picture. That means that
you get– you know, Google kind of parses them in
a little bit different way. So. “Should photos all have
different Alt tags?” Yes, moving on. No. So if you’re– for all of
you, Alt tags are a beautiful attribute. Alt tags actually
help people that are disabled come to your
site and kind of read things. The idea is Alt tag
is alternative, right, to an image. So, for example– And Eric talked about– not
our Eric, but Eric from Google talked about this this morning. And like if you
think about it, this, the Alt tag should replace– or can replace the image. Close your eyes and think about
what’s on that page, right? That’s like how someone who is
maybe blind coming to your site is going to see that. How are they– what is their
experience with your content, right? And that’s something
to care about. Like it’s a small portion
of the population, but that’s, if you
think about it, Google’s monkeys, if you
will, that’s what they are. They’re experiencing
your content that way. They’re going there
as a– they’re going, they’re trying to figure out
what everything is about. And they’re doing it blindly. They’re trying to figure
out exactly what everything is about and Alt tags
really help them. Robots can’t see images. And the beauty of it, too, is
that they use the Alt text. So you can actually
link to people on images and that Alt text is going
to be used as the text that you’re linking
to them with if you do that, which is beautiful. Because you can actually choose
the keywords to link people on in images. I don’t generally recommend
that people link in images, but that’s something
you can actually do and it’s a really cool
option because there are times when it’s appropriate. Right. All right, next. “How do you find the
best long-tail keywords?” That’s a good question. Man, that’s a loaded one. Wow. So my favorite tool
is Webmaster Tools for– generally for
bloggers, because there’s a lot of keywords
in there, right? (WHISPERING) It’s free. What is it? It’s free. (WHISPERING) It’s free. It’s free. You guys, raise your
hand if you like free. That’s about 50% of the room. [LAUGHTER] So if you like free tools
that are phenomenal, Google’s Webmaster
Tools is– and I’m not saying this just because
we’re at the Googleplex. It’s actually a
phenomenally built tool. It grabs– Google doesn’t
show you keywords anymore. They used to. But they took all of the
Search and now it’s behind SSL. It’s behind sort of this–
it’s difficult for you to access what people are
searching individually. It used to always be
in your analytics, but now with Webmaster
Tools, they actually do this and they take your top
900 or 1,000 keywords, and you can go
through them and take a look at the opportunities
that you’re missing. And that’s both long-tail
and short-tail keywords. So if you don’t know
what long tail is, like, if you look at
how keywords work, you have this huge amount of
traffic for short keywords like “books,” right? And then as you go along,
as you look at Search longer and longer, you
have this long tail in Search so it follows
this sort of distribution, this long tail. And in this first
section there’s a ton of traffic for
those little keywords. In the longer tail
there’s a ton of traffic, way more than is in this little
first part, way more over here. But it’s for
keywords that people are searching, like, one time. Those are those keywords that
you write a whole sentence into Google, or you
put in like a paragraph and you’re trying to
search for something, you’re the only one
searching that that month. So Google doesn’t have a
lot of data to display, and they’re doing their best. But that’s where a
majority of Search is, is in those long, sort
of obscure keywords. And you can rank
for those, but what you’re looking for–
you’re basically trying to put in content
that’s really good, that ranks for keywords all
along that sort of spectrum. Like there’s maybe a million
people searching for things that don’t have other people
searching those keywords also for. And if you can rank
for all of those, that’s a million
hits that you get. But you can’t exactly
measure those in Tools, because if you were to
look in like a Webmaster Tool or any tool
generally, you’re going to find you’re not going
to see them because they’re like one search, right? But that’s one search
about one specific subject. Right. I’ll give an example. Yeah, please. So there’s “chocolate
cake,” right? Or there’s “the best
chocolate cake,” right? “The best chocolate cake”
is a long-tail keyword. And there’s a blogger in this
room that ranks really, really well for that. And so that she targets
that and she writes lots of stuff about chocolate cakes. And it doesn’t mean
she has to write every post about “the
best chocolate cake,” but she continues to write
supporting content around that. Right. And you’re going to find
that if you rank well for those, over time what
happens is those things get linked to, they get
searched, they get traffic, Google likes them, they find
out that people like your blog. And you’re going to
start ranking better for those keywords
that are more and more difficult to rank for
in that little front part of the Search graph. So “cake.” “Cake.” Generally, I would
love to rank for cake. I just love to eat cake. That’s why I love food
bloggers– they feed me. That’s why I come. All right, what’s the next one? Oh, is there more? There is more. Let’s do that. Sorry. So– We’re good at this, guys. Yeah, right? We haven’t done it
with a PowerPoint. For the most part, we usually
have like a list of notes. So this is kind of cool. Yeah. So actually, I think that’s it. OK, cool. That’s good. OK, moving on. Tools. Lots of questions about tools. Cool. “Would love an SEO-friendly
template or guide for a ‘typical’ blog post.” OK, so this is actually–
this is a great question. But it’s better for a blogger– like Amber– to answer. I think that you guys
actually have one of these on the Mediavine site. So does everybody know
that Mediavine has a blog? Yeah? So there is actually
an infographic, a checklist on our blog. If you go to, it’s ultimate easy seo checklist. Or just go to the blog and
search for SEO checklist. It will come up. And we sort of created that for
you guys, for anyone to use– it doesn’t matter who
you’re monetising with– because we want you
to have those tips. Yeah. Right. And I think a lot of use like
Tools in your– like, if– I know a lot of
you have WordPress. A lot of you are using tools
like Yoast and stuff like that. I know there’s a lot
of Yoast questions, so we’ll wait till the end. But, like, you know, there’s a
lot of really phenomenal things that you can do in a post to
make sure that you’re ranking. And I think that
a lot of you guys are going to be overly concerned
with things like putting in keywords, right? Sticking, as many
times as you can, the word “turkey”
into your post. And that’s not– (WHISPERING) Don’t do that. –the best idea. So if you can do things that
really optimize your post, give it, again, as much
surface area as you can, write for people,
Google’s going to be pretty good about figuring
out where it goes. So I think that’s actually
a great little checklist, and then when we get
to the questions here, you guys have questions
about Yoast or anything else, we’ll make sure to
walk you through maybe some of the things. Like what does
Yoast mean when it shows a yellow light on
this, or something like that. So those that are great. Let’s go to the next. Speaking of. [LAUGHTER] Forgot about that. Did you really? Yeah, I did. He got so excited about that– I like this one. –last one like three
times last night. I was like, you’re tired. “Is Yoast truly the God of SEO?” Uh, yes. No. So you know what? Yoast is a phenomenal
WordPress plugin. I don’t think that there’s a
better one out there right now. It gives you a lot of amazing– you know what I like about it? Is that you don’t have to
know anything about SEO and you can kind of
follow the Yoast rubric. And if you do everything
Yoast tells you to do, you’re going to be pretty good. It falls short in some places. Like I think that like a lot– it’s not– for example,
Google is a dynamic algorithm. Google’s algorithm is
dynamic and things change. And Yoast doesn’t change
right away with it. So for example, right now– about a month ago,
frankly, Google changed the way that it
displays meta descriptions. It used to be that you’d have
about 150 to 160 characters. Now it’s close to 300. 300– well, they say that
there is no upper end to it. Oh! But there are studies
saying that basically 300 is about where they’re seeing
a lot of people get cut off. And you see that. Google almost
anything for your site and you’re going to
see some people that have short little descriptions. You probably have short
little descriptions because you’ve all been,
like, following those rules. And you’re going to see
then a couple of people who didn’t follow
any instructions, and for, you know, Google’s
pulling random text out of their page, and they
have big, long posts in Google Search. And that’s because
Google expanded the number of descriptions,
the number of keywords or the number of characters
that they’re displaying in those descriptions. So Yoast is going to show you
a yellow light on that stuff. And frankly, I
mean, just ignore it right now because they’re
going to update it. But there’s a new
thing in Google. Google’s now showing
longer descriptions. So, like, you should
change because you can get more real estate on that page. So Yoast is the
best plugin, but you guys gotta realize, I
think, that it’s a plugin, which means that it’s
got some faults and– It’s fallible. –it’s fallible, yeah. And knowing the rules
and sort of understanding what each of the elements
within Yoast mean, that’s going to give you a
better understanding of maybe when to break the rules
that Yoast is telling you that you’re breaking. Right. I mean, at the end of the day– I say this all the time when
bloggers ask me about it. And at the end of the day,
Yoast is a checklist, right? Like, it’s a pretty plugin with
red, yellow, and green lights, that– Very pretty. –someone has taken a checklist
and turned it into a plugin. And that’s what it is. And it analyzes the data that
it has, which is your blog post, based against a set of rules. And the set of rules is only as
current as the last time Yoast updated, right? And here’s the other thing. I think that a lot
of people think that SEO is some sort of like– like Moses, who goes
to the top of Mt. Sinai and the Lord Google
comes down to him and says, like, Moses, here are the rules. And then we come down and we,
like, hey, guys, here they are. Here are the rules. That’s not really how SEO works. SEO generally works by
people testing things– What [INAUDIBLE]. –and, well, yeah, you know. People testing things and people
trying things and people, like, running regressions and
seeing what works best. So there’s a lot of opinions
in a lot of these areas. A lot of people seem
to think that Yoast has a direct line to Google. And they don’t. They just test a lot of stuff. Right. There’s someone calls
them, like, hey, Yoast, how you doing? We’re changing the
algorithm today. That doesn’t happen. No, no, no, no, no. That doesn’t happen. They’re just testing stuff. It’s the same with SEMRush. They’re testing
stuff all the time, so they don’t always
get it right, OK? And I think that’s
something that if you’re paying $100 a month for SEMRush,
you expect that they’re always going to get it right. But no one– no one–
has insight into Google. Except me. Next slide. [LAUGHTER] Cool. Content. All right. All right. “Is it OK to have multiple
posts with the same or similar keywords?” That’s a good one. Yeah, it is. Look. Google’s going to
do what Google does. They’re going to
try to figure out when someone searches for
something, which, you know, what’s the best thing for them. But you can build a lot of
supporting content on a site. Like I said, part of the link
graph, part of, like, Google trying to figure out
what is important is going to be the links
that you give yourself. And the beauty of those links
is that they’re 100% editorial. You’re giving yourself links. You’re telling Google
exactly what it is that you think is important. So you can give
Google those signals. Google’s not going
to care that much. They’re going to decide
on their own, anyway. But you can tell Google as best
as you can which one you want to rank for which keywords. And you can have a bunch of
supporting content around it. The best example is
that “parboil” one that we were talking
about earlier. You guys have, like– You never knew you wanted to
parboil so much in your life. No. Well, yeah, like you
have five, six, seven posts about parboiling, right? Mm-hm. Now we have like eight. OK, eight posts, fine! All in support of this one
other “parboiling” post, but you know what happens
is those seven other posts, like we talk about the
long-tail keywords– they’re ranking for things
that you didn’t expect. And for people that have
bunkers in their backyards. But like, yeah, they’re
ranking for all sorts of things that you didn’t expect. And that’s sort of how you
do that, is you build– the way that I generally do
content is I think of a keyword I want, or I go after
a category of keywords, sort of like a sort
of a broad umbrella. The idea of this
long-tail strategy, right? I go after this maybe category. And then I build
content around it. So a really good example of
that is we have an alarm set. What do I do on my site? I have a lot of FAQs
and stuff like that, but that doesn’t
make us any money. We want things– we want
people to buy product and we want people to
sign up for monitorings. If any of you guys
need monitoring you can go to the site
right now and do that. No. That’s what we want. So we build a lot of
supporting content. And when someone googles– for example, we sell a
Lyric security system. When someone googles
“Lyric security system,” we want to get them
to the product page as quickly as possible. And so I’m trying to send
Google as much signal, as much information
as I possibly can that is the page that we want
a majority of people to go on. And Google does a
really good job of that. When someone searches
“Lyric security system,” they get to the product page. Now, on the other hand,
when someone says, how do I arm my system? They’re going to get to a
page that we have that’s specifically that question. Because that’s actually
what that person is searching for, in
spite of all the links that I have to Lyric. Because Google’s trying
to deliver the content that answers the
question that that user is going to be asking. But Google does that
algorithmically. They do an amazing job of it. And you can actually, like
I said, link on your site, link to those pages
internally that you want to show up for
specific keywords and give Google kind of
those ranking signals. I mean, back to Tools,
guys, personally– this is just Amber spitballing. But I’ve said for years,
like, ask yourself what you would type into Google. Like before you
do anything else, what would I type into
Google to get to this post? And if you don’t have
something on your site that either answers
that question or finds that kind
of content, write it. Yeah. And then often when
you’re doing a question, you’ll see, like– we
talk about this a lot. Like underneath the question
there’s maybe a post or two, and then there’s this big,
long list of questions that Google says other searchers
who are looking for this also have looked for. “People may also ask.” Yeah, “People may also ask”–
and then it’s got a list. And you can actually
expand that list. You can grow it,
grow it, grow it. And you can kind of
take a look at what other people are searching for. And you can write those posts. And you know what’s
beautiful about it is those are posts that
are, again, similar, even the same keywords that
you’re looking at right there, but they’re different enough
that Google has associations with the search that
you’re currently on. And you can do a
lot of that content because that’s supporting
content for the post that you’re trying to rank for. So that’s beautiful. You’re going to be basically
the one-stop shop for this– Topic. –particular keyword,
this entire topic. And that’s beautiful
because, like– you can do– I’ve heard a lot of
bloggers say that you don’t want to do two
posts on the same thing because you’re
vitiating your ability to rank for one of them. And that isn’t true at all. Google’s going to pick
from the best one, but there are times,
even on Alarm Grid, where we’ll rank for the first top
six, seven, eight times we’ll be ranking for one
kind of keyword because we have the best
content for all eight positions. And that’s not something
Google frowns upon, especially if you’re actually
producing new, good content. Right. I think that’s a big myth in
the blogging world, for sure. All right. So I think– is that everything? I think so. All right, OK. So if you guys can line
up at the microphone, I would love to get a
hundred people deep. As many people as
have questions, I want you guys to line
up at the microphone, go up there and just ask. Because I’d like– we can talk
about anything for three hours, so whether it’s SEO or not,
maybe how to cook things. I actually have no idea. Springform pan
questions on this side. Here. We’ll go back and forth. Go for it. All right. So our blog is
pretty niche, and we want to try to expand
a little bit to embrace other ways of getting traffic. Cool. What’s a good way
to go out and try to expand your niche, you know,
organically, without really diluting your brand? So what’s your blog? My blog is Cocktail blogs. It’s a cocktail blog. And what are you
trying to expand into? We kind of want to
do some more travel, but based off of stuff
that is, like, go to a winery or
something like that, and expand that in our niche. But at the same time,
we hear people here that are talking about find
niche partners to work with. We’re kind of it. Right. So it’s kind of one of those
weird things, you know. I mean, our partners
are, which is [INAUDIBLE]. Cool. That’s a big [INAUDIBLE]. Yeah, it’s cool, but– There’s another cocktail
blogger here, for sure. Yeah, there are. Lisa, where are you? Raise your hand. She just walked out. Oh, she just walked out. Awesome. She’s not here now. Thanks, Lisa. So OK, that’s great. I mean, like, I don’t know how
much of an expansion that is, right? That’s essentially sort
of in the same niche. And the beauty is,
I imagine you’ve written a lot of
cocktail content previous to trying to
go off and do this– Oh, tons, yeah. –you know, traveling
adventure, which is beautiful because you can actually
leverage that old content into the new content. You’re going to be doing
these travel blogs. You can use all of
the stuff that you’ve got previous to
enhance what you’re going to do in the future. This isn’t like– I think of content
particularly with regard to your subject area as sort of
like this circle of influence you have. And you can either– when people say that they’re
doing a different niche or they’re going over here,
like, sometimes what they mean is that their subject
matter is this, and they’re going to start
writing about this thing that’s way over here. And generally, the
better way to do it is, like, when
your subject matter is this big, this little
circle, you kind of just expand it slowly
and you now have– eventually you get so big
that even this over here is something you’re covering,
but you iterated there, right? You got there by expanding
sort of your subject matter expertise. And that’s what it
sounds like you’re doing, is like you’re just– you
have, right now you’ve been doing sort of
niche cocktails, and what you’re
going to start doing is like niche cocktails
with the travel element. And the beauty of that is
that you have all this content that you can leverage. So what I would say is if
you’re doing it that way, you don’t have to change much. What I would do is I would
expand and sort of use the old content to
really enhance the travel section of the site,
and then leverage that old content to continue
doing new great content. Because you’ve probably
got tons of links, have a great way,
a great ability to rank for a lot
of these cocktails. You’ve already told
Google that you’re an expert in a lot of
the cocktail stuff. So, like, for
example, let’s say you wanted to find the best Old
Fashioned in New Orleans, right? Write a post, “The Best Old
Fashioned in New Orleans,” but link to every
Old Fashioned recipe that you’ve got on your site. You’re enhancing that
content, but you’re also answering a question that’s
probably googled occasionally. Pretty often, yeah. Yeah. Excellent, thank you. No problem. Hey there. I understand that you
said don’t go back, that it’s not worthwhile
to go back and change my old files, picture files
that are IMG_22, whatever. We’ve all been there. Don’t worry. But what about– those
also don’t have Alt tags. Is it worthwhile to
add those Alt tags? It depends on the picture. I mean, like, Alt
tags are easy, right? The beauty of an Alt tag is
that it doesn’t change the file. And it’s a much
better ranking signal for Google than your image name. And if you don’t believe
me, just go to YouTube and see how they title
their videos in the URL., slash,
then what is it? Like a random set of
letters and numbers. Right? Like, the URL matters, but
it doesn’t matter as much as the written content. And the Alt tag is a
great signal for Google. So if you rank
really well in images and you have some
images that you want to go back and
do some Alt tags to, that’s a pretty low investment. I wouldn’t discourage
anybody from doing that. OK, great. Thanks. Just don’t spend
hours and hours on it. Instead, write new content. I have a 15-year-old who
wants to earn some money. There you go. Pay your 15-year-old. That’s perfect. Hire your kids, for sure. Elizabeth? Hi. So based on this
morning’s SEO thing, I googled site, colon, my site. And after the first couple that
were like my About and Recipes, I was a little bit
horrified to see totally random low-performing
posts from my site ranked, you know, displaying on
the first page above things that have a lot of
five-star reviews. And so I wondered,
A, does it matter– like, what does that
mean for Google? Does that mean those are
the things they think are most important on my site? And if that’s true,
how should I fix it so that my best performing
stuff shows up first? So your site, colon, your
website, your URL, and then– Right. And that’s what Google
sees as my site, are those things on page 1 that
are really old bad recipes. What doe that mean? It’s not a perfect correlation
between what Google thinks is important and what
they’re ranking there, but it’s not terrible as
a correlation, either. So I would probably
go to your site and figure out why
are they seeing that as a big signal for ranking? And how do you do that? Well, so you’re going to– right. What you can do, you
can use some tools like Open Site
Explorer, figure out where links are coming from– Sorry, what was that? It’s actually an SEO
Moz– well, Moz, I guess– tool and it’s crawl
that’s going to show you where links are coming from. And it may be that you’ve
linked to it a hundred times on your site and
not realized it, right? It may be that you have– Or somebody else big– Right, or someone big– –that’s from a long time ago. –in which case, fine. Not much you’re going
to do about that. You’re going to take
that link and you’re going to be very happy about it. So then just go update it. Yeah. And you might also
find that you’ve linked to it on a page
that’s like on the home page, or really close to home page. Like maybe you have a link
to it in your About page that you forgot about. And those are going to be– maybe you want to enhance
another page instead of that page. So if there’s stuff that you’re
getting a lot of traffic to, you can kind of
update those links and you can move things around. But that’s not going to– doing that site, colon, recipe,
or site, colon, your URL and then recipes,
it’s going to show you the stuff on your site. It’s not going to necessarily
be a great indicator of what Google is going to rank when
someone searches maybe a very short-tail keyword on your site. And remember that site,
colon, domain name, nobody’s doing that but you. Right. I just didn’t know if it was
a big indicator of anything. I don’t think so. Not hugely. I mean, like, everything’s a
little bit hidden with Google, right? You can’t see the number that
they’re giving that page. There’s some sort of number. And you’re just sort of
seeing the articulation of that number in the metrics. Like these are the
ones that are winning the race for this
search, but that doesn’t mean that
those are the ones that are going to win the
race for a completely different search, right? So Google for some
reason likes that one when you rank on your site. I don’t know why. You can go ahead and kind
of like explore your site and try to figure out why. But I wouldn’t spend too
much time doing that, generally, like it’s not
a great indicator of where it’s going to rank for
really relevant searches. Cool. Thank you. No problem. Hi. So my question is
not SEO related. It is WordPress 5.0. Can we talk about
it a little bit? Because I’m panicking. We can try. Can we– I mean,
everything I’m reading says it might break
all the things and I don’t want it to do that. So you’re afraid of
upgrading your WordPress? I’m not afraid of upgrading my
WordPress and in global sense, just in a specific– Gutenberg sense? [INAUDIBLE], thank you. So I’m not I’m not entirely sure
what the concern is, because I don’t run a WordPress blog. But I can tell you that
generally for these blogs, if it’s a security update,
you know, generally you’re going to probably want
to get security updates. Yeah, no. This is a [INAUDIBLE]. Gutenberg’s kind of
changing a lot of stuff that probably our
developers are better for them to ask about that. So, later? Cocktail party? That’s true. I think you should ask them. But like, real
simply, like you can wait a little while until
the plugins catch up to the version. You can check– you can stay on
the older version of WordPress for a little while. It’s not going to kill you. Yeah and I– You’re saying no? There’s a plugin
that you can install, that’s done [INAUDIBLE] team. It’s a classic editor. So, one– OK. Come up to the microphone real
quick so they can hear you. We’re going to have a Mediavine
developer give you the answer. Update your site. We don’t want any hacks
because that’s not fun. But there is a plugin
that you can install, that is done by the
WordPress team, that will keep the classic
editor, and run that until other things have
started to support Gutenberg. And then you’ll be able to
turn it off and use Gutenberg from then on. Do you remember
what it’s called? It’s called, like, Classic
Editor if I remember correctly. It is posted in
the Facebook group. I can look it up and find
out what it is again. OK, we’ll post it in
the conference Facebook group later. Yeah. In general, I don’t– WordPress– so here’s the thing. WordPress is literally
the largest CMS– content management system–
in the world, right? They don’t want to lose that. So they’re not going to
break sites indefinitely or they’re not
going to break sites so that they suddenly
lose all their ranking. Right. And if you’re using
standard plugins, those plugins will
catch up pretty quickly. And it will not, from all
the tests that I’ve done and from what everyone else has
seen, when you switch to 5.0, your editor is going to
change, but any content you’ve already written is
not going to be affected. It’s all going to
stay the same, so you don’t have to about your site
just breaking spontaneously. Awesome. It will still work. Thank goodness for Seth. You just might have to
learn how to type in content all over again. Perfect. Perfect. So there you go. Awesome. Thank you, Seth. I would listen to the Mediavine
developer over me on upgrades. If you’re worried about
it, you can actually use Frontenberg, which
gives you an idea of what it’s going to look like. So you’re saying if
you’re worried about it, you can use Frontenberg. Frontenberg. Frontenberg. Frontenberg? You can download Frontenberg. Yes, you can plug in
Frontenberg and it will just give you a version. And it gives you– it shows
you what it would look like when you upgrade them? OK, very cool. So, I mean, WordPress is not
something that I’m super– I mean, I know WordPress,
but I’m not super– [INAUDIBLE]
EricPress aren’t you? I’m not actually on EricPress. Oh, you’re not? OK. But yeah, I use
WordPress occasionally, but I’m not a blogger every day. So I’m not familiar necessarily
with the changes that are going on right now technically. Right. But yeah. OK. Wait. Nope. Go ahead. OK. So what’s the proper pages
speed for food blogs, especially like– A million miles an hour. [LAUGHTER] Not kidding. Especially because, like, with
all the photos and everything– Do you mean– Like how many seconds? –like PageSpeed Insights? So here’s the deal. Especially if you’re using
Mediavine for your ads, you want to be
careful about which page speed tester you’re using. OK. We really only pay
attention to the two that Google themselves
recommend, which are their PageSpeed
Insights, and I think it’s And the reason that we say that
is that every other page tester we’ve tried– Pingdom, GTmetrics, et cetera– what they do is when
they test your speed, they’re loading from the
top to the bottom, OK? And they’re doing
it just all at once. Mediavine’s ads
don’t run that way. We lazy load everything
below the fold. And so those ads don’t
exist in the first byte load time, which is what
Google pays attention to for their ranking signal. And we do that on purpose
so that your sites are nice and fast for how
Google’s looking at them. And so a lot of times
people will email us– this is like a huge support
question for us, right? All the time. We get emails all the time. My site speed is
terrible on Pingdom. Yeah. We get that. It’s because– It’s designed that way. –your content is long enough
that you have eight ads, and Pingdom just tried to load
all eight ads in your content at once. And that is not how
Mediavine loads your ads. So pay attention to
PageSpeed Insights. 85 or above is what you want., you’re
looking for As and Bs, I think. What’s up? Eric wants to say something. Eric wants to say something. This is Eric’s
favorite subject, so. I love PageSpeed, so I’m
going to hop in here. Yeah, if you’re using, there is a speed index,
which is showing you how quickly that first
screen view loaded. You’re looking for a 4,000
or less on a mobile– you can choose a setting on
what device type you’re testing, and that would be a 3G mobile. 3G mobile, 4,000 or less. That goes to making
your site mobile first. I think that that’s something
that can’t be understated. You need to really have a mobile
first approach to your sites. Because Google has a mobile
first approach to Search now. So you need to care about that. And yeah, I mean,
that’s perfect. Thank you. And what about the loading time,
also, the same for a food blog? So you’re looking
for the loading time, the first byte
load time, which is what Eric was talking
about, the 4,000 or less. You’re not looking for
actual number of seconds, but I mean, obviously
the less time the better. But you need to be
looking at a site that is taking your actual
first byte load time, which is what Google cares about. Right. And in part, you just want to– there’s a lot that
you can’t control when it comes to website
speed, particularly if you’re running ads. So you need to make sure that
your site’s behind a CDN. You need to make sure that
you’re doing everything that you can– Back up. Back up. Content delivery network. There you go. So like– and there’s actually
a lot of good WordPress plugins. What WordPress plugin would
you recommend for that, or what do you guys use? Well, we use Fastly, which is
the same one that Twitter uses. It’s eleventy-million
dollars, so you know, I don’t recommend it
for a blogger that– But what– I mean, we have
a bunch of bloggers here. So how many of you
guys have CDNs? So Cloudflare is a– Cloudflare. –popular one. Please don’t enable– what
the heck’s that thing called? Rocket Loader? Don’t enable that, please. It will break your ads
and all your money. But yeah, Cloudflare is usually
free through a lot of hosts, so it can be a
good one to enable. Sometimes you want to
work with a tech person to set it up properly. Or you can ask your host. You can pay like a
one-time fee, or you can work with a managed host
like Agathon or Orange Geek to have them set it up properly. OK, we’re running out of time. Yep. So let’s go quick. Nora? OK, so just before
you were talking about what to do if Google
thinks some content you really don’t like is important on
your site, you said, Amber, you could update it. So I’m interested. What’s your take on
updating content? Because there is the belief
going around in the wild, wild, web, that you
should update very slowly. So you would first do photos
and then wait for eight weeks, and then you do text and
wait for eight weeks, and then you would– Google does not care. Google’s not a horse. It doesn’t get tired of
reading your content, you know. It’s not like running a race. That’s ridiculous. I mean, like, honestly,
like, Google’s ingesting. It’s a computer. It doesn’t get tired. It’s not like, oh, god,
how much– oh, god, they’ve updated everything! [LAUGHTER] That’s the way it works. Google’s going to
take the post, they’re going to ingest
the entire thing. And then they’re going to make
some decisions about ranking. And they’re going to
treat it like new content. So you can update
everything all at once. And if you want to
update your whole site– I mean, that’s weird,
but you can do it. It’s not going to hurt Google. They’re not going to get tired. You know? So that’s nuts. I mean, and along those
lines, Josh definitely has the opinion that if you’re
ranking well for something, don’t touch it. Don’t touch it. Yeah. I made that mis– early on
when I started doing SEO, I used to– I would read everything I could. This was back in like 1983. And I was reading stuff, and
like I would change things to improve the SEO on it. And I would do things
like change the URL or something like that. And– Yeah. –now. Now you tell me. If you’d told me
when I was like 11. But like, no– and
what would happen is these great ranks that
I had would just disappear. And I don’t know why. They weren’t sites that
were– they weren’t like pages that were linked to. Nothing changed about
it except the URL. I don’t know why Google
stopped liking it, but it ruined the ranking,
just making that little change. So generally what I say is if
you’re ranking for something really well, and maybe
there’s something you don’t love about the
post for the most part, just leave it. Let– you know. Internalize it and move on. Yeah. Move on to the next thing. Yeah. Make more content. I personally think if you’re
ranking OK for something and you want to raise
it up, maybe updating is a good idea, making sure
that there are links around to other things on your site. I think you can always
update the content on it and not hurt yourself
too much, just as long as it’s not a huge change. But again, like, if you’re
ranking for like these little– if you’re ranked for cake
and you’re number one, just don’t touch it. Just kinda like let
it push it out there. Let it, you know,
even if it feels like it’s a little bit
of a booger, you know– just let it sit there. Don’t pick it. Just kind of like– until someone maybe comes along
and gives you a better content and outranks you, then
maybe you can start looking at changing things. But only then. Does that help? Thank you. I love it when you disprove
these weird myths going around. They’re just my
opinions, you know. Picturing the eight-week
schedule that you write on– Oh, god, that’s
exhausting, guys. [INAUDIBLE] I feel like a lot of
times people come up with this as a way to
give you something to do because you paid them money. I can do that. If you guys want
to pay me money, I’ll tell you all the things
that are wrong with your posts. But honestly, like,
that’s why my mantra here is that your site ain’t broke. Like you just need to write. Don’t get distracted with big
code updates all the time. You know, those are
nice things to do. You can make your site better. You can make it prettier. But that’s not going to–
like if your goal is rankings, go in with an understanding
of what your goal is. If your goal is rankings, then
there’s really only one thing you can do, it’s to write more. Get more links. Put more content up. If your goal is
like user interface, then that’s a completely
different goal and you’re going to
want to go design. But go in with an understanding
of what your actual intent is. Don’t pay somebody for an audit
because you want your rankings hugely to improve. Maybe do it because
you want to have someone approve of the design,
make sure that the design– you’re going through
a design change, you want to make sure that it’s
got schema and stuff like that. That’s a time to
maybe do an audit. But not when your
site’s just fine. You know. Next one. OK. So guys, I talked to Josh
right before our beer break. Aw, don’t tell them that. It’s breaking the secret. And actually I’m glad we did
that, because it helped me dial in the question I actually
have even more than the one I asked you. So I’m looking at my categories,
and my main question is– not my categories, I’m sorry. My Menu bar. Yeah. And my main question
is, do I want to try to max out the SEO– like all the characters,
all the green lights on SEO on my About page and
my “Shop Kitchen Tools” page and that type of thing? So my non-landing
pages, more or less, because I’m not
using those links as landing pages in my
marketing and promotion and bringing people to
the recipes themselves. Yeah, I think that
depends on what you want those pages to rank for. So for the most part, I
think that your pages– those individual
pages, a lot of them are just kind of
non-pages, right? Like you don’t really need
to rank for a disclaimer. Exactly. Or maybe you want to. You’re a lawyer,
maybe you want to. But like, most of you don’t
want to register disclaimer. But like, for example– what’s your name? Oh, Tracy. Tracy? Yeah. OK, so like maybe you
want to rank on your name. You know? I mean, I’m The Kitchen
Girl, by the way. The Kitchen Girl? OK, so I mean, like– Not just Tracy. Tracy The Kitchen Girl. Maybe you want to
rank on your name. Maybe you– there’s Search
that you want to control. Like I can give you an
example with Alarm Grid. I really like
controlling my reviews. And we have really
great reviews. Some [INAUDIBLE]
Alarm Grid reviews. We have great reviews. But I like to get them
to that content quickly. So I actually have a page on the
site that’s Alarm Grid reviews, and I try to have
that rank as high as possible for when someone
searches Alarm Grid reviews. We do the same
thing on Mediavine. Not because I want
them to be lied to, but I want to show
them very quickly how– How we get to the information. Right! Here’s all the places you can
go to see our great reviews. You’re creating a funnel. Right. And that’s– Everybody here
understands funnel, you know, viral
funneling, right? Same thing. So like for you, if you
want to rank for your name, you put your name in
the About Me page. Don’t say, like, “about me.” Like, actually put
your name there. And that’s probably
going to go a long way. You’re going to probably have
some really great rankings for your name and you’re
going to control that search. That’s going to be beautiful. So that’s how I would
think about that. As to whether you want green
lights on the Yoast stuff, again, that’s going to
be dependent on what those actually are. So like, for example, you
know, when descriptions– I would go back
to your top pages. I would do like a 300-word
description there. Descriptions aren’t
a ranking signal, but they give you more real
estate in the Search Engine Results Pages, which is SERPs. They give you more
real estate there that’s going to translate
to better pictures. Yeah, people are
more likely to click on the things that take up
more real estate on the page. Lightning question. We have one minute. All right. I just published
my first, I think you would call it like a
landing page-style post, where I chose a topic and it was
like a pretty basic recipe. I gave like a
step-by-step tutorial with pictures and everything. And I used Answer
The Public to try to answer every question
that anybody might have about this type of recipe. And at the end,
I included a list of all the different
other recipes on my site that were related. I had about, like, I think it
was probably like 25 of them. Wow. If you put it in like
a bulletized list, is it OK to link to that many? Or should I do less? And is it OK to just
do it in a list form, or is it better
for user experience if there’s like
pictures for each one? There are no hard and
fast rules about this. I say with links, they
need to be editorial. That is the most important
thing you can do. Honestly, like my
favorite thing about links is when they’re in text. I like them being
surrounded by text. My personal opinion is I don’t
love bulleted lists of related content. You can do that. It’s not hurting anything,
particularly if they’re editorial, but I generally like
it to be contextual in there. Also, you should– I
mean, consider strongly, if you’re doing
questions about recipes, you don’t have to put those
all on the same recipe page. You can split those out
into individual posts. And there’s going to
be people searching those questions specifically. You’re going to rank really
well for those questions, because those aren’t things
that people are generally trying to rank for, usually,
just those specific questions. Very low-hanging
fruit that you can go after, it doesn’t take you–
you’ve already written it. Yeah. So just move it to a new– a post of its own, and take it
out of the one that it’s in, but link to it from the
one that it’s in now. OK. Right? But I will tell you that from
a Food Fanatic perspective, that Eric would always prefer
that I put any internal links in actual editorial content. Right? So it doesn’t hurt anything. It doesn’t hurt anything. I see we have 30 seconds. No, no. We– Oh, we’re over. Oh, crap. OK. It doesn’t hurt anything,
but it’s better. It’s better to be in content. So that is it. Thank you so much for listening
to the Theory of Content. Yes. Thank you, guys. [APPLAUSE] If you like what you heard, go
to iTunes and, as the kids say, smash that five-star button. We absolutely love those. Say something nice about us,
or mean, but still, five stars. We really appreciate
you guys all coming. And thank you so much
for Mediavine and Google for hosting this absolutely
wonderful conference. Yeah. Thank you. Thank you.

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