15 – Search marketing

Written by Alex Harris

Alex

Hey masterminders, we’ve been talking about lead generation and driving traffic to your website whether it’s natural search or paid ads but today, we wanna go to the process of auditing your website for natural search and we’ve been talking with David Prochaska, how you dong David?

David

I’m doing awesome Alex

Alex

Quickly David let’s just tell people a little bit of background on what’s your specialty.

David

My specialty is search marketing which includes SEO and paid search. We help companies gain better visibility online.

Alex HarrisAlex

Awesome! And me, I’m web designer. My websites is alexdesigns.com and as David helps my clients drive traffic to their websites, I focus on being those potential clients to convert. So with new projects, one of the best thing to do is to audit your website. Today, we specifically talk about auditing your website for natural search. You wanna know what those rankings are and different tools. What would be some of the process that you go through a site audit, David?

David

Well the first I do on a site audit, I actually have subscription tools $99 a month but obviously listening, doesn’t have $99 a month just to shell out on expensive tools on awesome free tool to get a background on all page SEO factors is screaming frog SEO spider. It’s free up to 500 pages. So if you have more that 500 pages, you have to pay a little bit but it’s still worth the price. And what would I do in screaming frog SEO spider, I would just type in the url and it shows me everything from the title links if there’s duplicate title links, duplicate meta descriptions, h1 tags h2 tags. It shows me everything that is to do with the on page SEO.

Alex

This is why I really want to do this podcast because in our mastermind group, we talk about all of these tools and I never ever been heard of screaming frog spider. That sounds a really interesting tool and what’s the url for that tool?

David

That is screamingfrog.seo.uk.

Alex

Okay, really interesting. I have to check that one out. Using these tools whether they’re free or paid, you have to really find what your comfortable with to get the best results to your clients. Why would someone want to do an audit? What would be some of the recommendations that you usually find?

David ProchaskaDavid

Some of the problems that I’ve seen in a lot of websites is a lot of duplicate titles and a lot of really long titles. So you wanna keep your titles under 65 characters and the keywords that you’re targeting. You wanna put in that titles coz the titles are one of the most important things when Google is trying to find something relevant to the search query performed. Another thing that I find a lot is people don’t have their robot texts optimized like they should. Sometimes they’re blocking stuff they shouldn’t and sometimes they’re not blocking stuff that they should. For example, you have a place where people can login to if you have a membership site and Google can’t crawl as the login page. They don’t know the passwords to get back into all those pages that are on their membership sites so blocking into that robot texts is what you wanna do.

Alex

What would be some of those best practices about robot texts that text file. If it’s a member only site, it’s only showing like the header or the h one. Do you block the whole thing and make not indexable? What would be some best practices there?

David

Anything pass the login page, you don’t wanna index because like I said Google can’t crawl pass it and it just confuses the spider crawling your site. Any other pages.

Alex

I find it really interesting because I know that when I develop landing pages specifically for clients, sometimes they want them indexable and sometimes they purposely don’t. Have you had an experience with natural search and how it plays well with landing pages?

David

Yes. When in natural search in the landing page, as I said the title tag is really important when it comes to what you’re targeting. Another thing, if you have a landing page that’s one of your most important pages, you wanna have a lot of links that’s on your site pointing back to that page. Your internal linking structure or something that’ s really important that a lot of people don’t realize when it comes to on page SEO. They wanna check images, they wanna check title tags, they wanna check meta descriptions, they wanna check page speed. But one of the important thing is the internal linking structure so if you have a landing page that’s really important to you, you wanna search up high in the search results, you can have more pages pointing to that page internally. I know it’s a common practice to have a navigation in the footer and then that points to all the pages everywhere, every single page but if you’re writing an article from your homepage, you don’t wanna have every page linking to every other page. So if you have a page that you wanna show up on search results, you have to have a lot of pages pointing to that certain landing page.

Alex

This is the type of stuff that you’d find within the audit. The duplicate titles, the recommendations for meta tags, for meta titles. What would specifically for conversions? I know that Google is now blocking a lot of those natural search queries that are driving the most traffic. Is there a way to tie conversions or conversion rates back to natural search or is that even possible?

David

Yes. In Google analytics, you can go to site content and do a content drill down. And you can see what page people are landing on and you can see the next path that they take. You can also go into the organic keywords that’s on Google analytics. And a lot of them say not provided but there are a lot of keywords that are shown there. You can see the page that they landed on from that keyword they performed in Google or whatever search engine they use and you can also see the page that they exit on. That’s one of the things that I look for when I analyze any Google analytics seal you know the organic keywords that are showing webpages and the search results. And the content drill down, you can really see the pages where people are landing on with organic search.

Alex

I find it really interesting because I always get in to the mind of the potential customers who are arriving in the pages for clients. In order to do that, you really have to understand what queries are actually putting into Google before you’re showing ranking results. How do you really figure out the right keywords to rank for?

David

Whenever you’re trying to figure out the keywords that you want to use, you wanna name off all your products and services that you use and in any other words that go with it. And you can go Google adwords keyword tool, keyword planner and you can type in a bunch of your products and services that you offer. You can see ad group different ideas, you can see keyword ideas and you can save the search or you can see the competitiveness of it. Google adwords keywords planner is the planner for your adwords campaigns. You can also be used to target keywords that you want to target on a landing page or article that you write. It’s also good to keep in mind what you’re providing on the landing page. If you’re providing something then you wanna use barriers or using if they’re using words to learn something, then you don’t wanna use those words that people are using to learn something. Like how to or advised, those are learning words. So when you’re thinking about keywords, you wanna use words that people are ready to buy.

Alex

I think it’s a really good point and also the textes on your page if you can find a consistency in a lot of queries or keywords that are driving traffic or people are using, you wanna use those keywords in your headlines and speak into the peoples languages and that’s actually a great tip for conversion. Let’s close by, I know that you do offer this for your clients to be able to do overall SEO audit. Tell people how they can find more about that.

David

You can go to epointdigital.com and under services you can click on SEO site audit and you can scroll all the way to the bottom and fill out the form and you can get in contact with me and we’ll discuss on what the audit will entail and what I can do for you and I’ll tell you some of the recommendations once I perform the SEO site audit for you.

Alex

A lot of this stuff is it takes a lot of time to really dig deep through all these data to find real actionable tactics that you can use for your own site and I think you can do really good job of putting that together in your audits coz I’ve hired you a couple times for my own clients.

David

Definitely it does take a lot of time. And you do need a professional to come to your site and see where you’re liking at and another thing that we didn’t talk about when doing an SEO project is to look at your link profile and so if you’ve been hit with a penguin penalty, from spam links, that’s another thing that we take care of. And we can also remove those links from your websites if that’s what’s knocks you down and search results.

Alex

You really have to be prepared for this because Google’s gonna come out with some amenable and it’s gonna come out and it can destroy your search results so you want to be prepared to fight off those animals whether there’s a panda or a penguin or whatever is coming out next.

David

Definitely.

Alex

Awesome. This has really been an actual episode. These are the tools and tactics that you’re using your own or by getting in touch with us by visiting our website cromastermind.com. Thanks a lot David!

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