007 – How To Rank For New Keywords

00:00.00
Jeff
Hello everyone welcome to the wp seo show I am your co-host Jeff here with my co-host pete we have no other co-hosts hi pete.

00:08.52
peteeveritt
Hey co-host Jeff I think for this entire episode. We should call each other co-host and then our name. Okay, this is getting boring already.

00:16.91
Jeff
Okay, co-host Pete Ah I don’t know about you but like we’re we’re a handful of episodes in and I’m I’m loving him getting much more comfortable kind of like putting my face on here and you know or my voice I guess depending on how you’re listening or Watching. Um. But I still feel so goofy every time we start over and I just don’t care anymore I’m just like honing it like we’re just going to but just is what it is. You know what? I mean like it is what it is.

00:39.98
peteeveritt
You know, ah you you know I heard I’ve heard many times that when you start a podcast if you don’t like cringe at your first dozen or so episodes then you’ve kind of done it wrong. So the the fact that you’re feeling goofy and that you were creating something that you’re gonna look back on in. Ah, year’s time and go I did what that’s that’s probably a good place to start.

01:00.79
Jeff
Well, this is the honest truth and I was telling you a little bit before we got on but you know so I’ve been doing the editing of the Youtube videos and you know which their top notch editing quality i. Highly recommend you guys. Give me props for that. Um, but. First couple I noticed it every time and I’m not going to spend too much time talking about this but I noticed like I was always fidgety every time I’m talking and I’m like oh no and I stopped worrying about it. But then I was telling you before I was watching one last night because it came up in my personal feed. Um, when I was just browsing Youtube I’m like oh hey there we are and I so I literally started watching it for like 15 minutes and um and as you said you’re like so you were watching a conversation that you’ve already had I said yeah because it found it. Interesting. So anyway I guess what I’m saying is thanks for watching everybody and hopefully you’re finding it. Interesting too.

01:44.91
peteeveritt
Yeah, yeah, and and also when you see how many views we’ve had just be aware that a number of those are Jeff.

01:51.12
Jeff
In the middle of that. Yeah I’ve I’m pretty sure those are adding to the analytics. So is what it is any.

01:56.72
peteeveritt
But in all seriousness in all seriousness if you haven’t if you prefer to consume this content in video form. We do have a Youtube channel seo hive dot go forward slash Youtube will send you straight on over there and please hit the like and subscribe button and if you are especially generous. Feel free to drop us a comment because that’d be awesome too.

02:17.10
Jeff
Would be much appreciated I’ve actually been watching more podcasts that are on Youtube lately like even if I’m only half watching something about him keeps me a little bit more engaged so I don’t you know we all have it different.

02:29.50
peteeveritt
Well Youtube has this I mean I know I’m going to say it’s it’s had it for a while I know I’ve been doing it with my I do have another show that I run um as well and you know I noticed when I started doing the videos for that earlier this year Youtube has a podcast category now doesn’t it so you can categorize your videos as podcasts which I don’t know if it does anything or not whether it’s beneficial or not but it has it so you can tag them there if you want.

02:58.60
Jeff
Yeah, you can even set a playlist as being a dedicated podcast I noticed I think the same thing I don’t really know what all that’s going to do or but I was like okay, sounds good. You know, ah you know so that’s ah, that’s fun. The internet is evolving.

03:00.40
peteeveritt
E.

03:13.40
peteeveritt
It is it is now if we’re just having a minute of honesty before we get into today’s show and talking about things that this show is doing for each of us the thing that I was really conscious ah of when we started doing this in terms of the video and. I haven’t I don’t mean this to sound big headed at all. But you know I’ve never been that nervous about talking on video used to do quite a lot of public speaking I’ve done courses I’ve done shows I’ve done podcasts I been part panels that kind of thing so being on camera isn’t something that has been. That much of a challenge for me and I’ve been really grateful that that’s the case I know some people that have struggled with it quite a lot. But the thing that I found really weird was knowing how this was going to be edited was knowing that I was going to be on screen when I wasn’t talking so not not. You know I’m aware of like oh I’m touching my face or I’m I’m stroking my you know stroking my cheek or I’ve got an itch What do I do or all of that kind of stuff I’ve just scratched my nose I am thinking about it now but that that was the that was the bit that was weird for me was not the. Talking and presentation bit but the bits that were happening in between when I have to look interested at what you’re saying because it’s a very insightful point there. Jeffrey.

04:31.19
Jeff
Ah, when you’re not zoning out looking out the window or something. Ah.

04:35.45
peteeveritt
Well it it was. It was odd things I noticed in 1 of the first shows we recorded. Um, we were talking and I went and looked something up online during the recording. But of course that was visible was me you know with my with my mouse and you can see the light change in my glasses and all that kind of thing. And it wasn’t that I wasn’t paying attention and I was doing something that was genuinely to the benefit of the show but it was just a realization of crap people are going to be able to see me do that.

05:02.85
Jeff
Yep, you just reminded me that I need to shrink the window down and close up the things because I tend to do that I’ll look at like my video up in the corner and I kept seeing my eyes dart over there and I’m like how do I look do I look stupid right now. Do I look that I do now because I’m looking over there. But oh well anyway, hey let’s actually get to the show. What do you say.

05:16.32
peteeveritt
Anyhow, if we must actually we are 5 minutes in yeah, let’s let’s get on the show. Ah.

05:20.58
Jeff
I guess we’re 5 minutes in and probably everyone’s tuned out by now because you’re they’re ah they’re tired of us guessing at each other. Um, anyway, so today’s show is actually inspired by your question I had this week from a client and lovely client. They will never hear this. Um I almost feel like I am talking smack about them. But that’s not the case at all. Um, they’re very diy they are on like a very low level kind of maintenance plan. Um and they’re trying to grow their their business. It’s a health and a health ah beauty studio of some sort. And they were asking some Seo questions and you know they want to focus on Seo they want to grow their Seo. Obviously they want more customers blah blah blah they don’t want to any sort of Seo audit. They don’t they still’t have the budget for it. They you know they’d be so there. They’re kind of asking the question they’re trying to get as much value as they can from like free emails before and never respect it to a point you know I mean so we’re trying to help the question they kind of ended things with the other day was okay so I understand how do we add more keywords to the site. And of course they’re thinking. There’s a box somewhere that they can just go type the keywords in but this is what we want to rank for which is you know, an honest I guess ah assumption for some people. Um, and so I kind of just had to tell them like just use them just type right? You know what? I mean you’ve got to use them here. You’ve got to use them there. You got to use. There’s no.

06:44.91
Jeff
Like I can’t give you a scientific formula on how to use them and where to use them. But you have to use them and you have to use them organically that was basically the the advice that I could give them without doing a full audit and so anyway we were chatting about that and it kind of inspired this this conversation and that really is. You know how do you I Guess Determine How often you use them how frequently you use them I have you know some thoughts and methodologies that I’ve used I’m curious. What some viewers are and figured we could talk about those um and then the other thing is you know how do you.? How do you determine what parts of your site is it just your home page. Are you writing content are you doing all of that so you know for um I there’s there’s just there’s so many questions I guess we could go into this and never ending there so I will leave it there and and and see what kind of.

07:27.11
peteeveritt
Yeah.

07:35.16
peteeveritt
So I I have this I have this um process that I talk to with clients that can’t afford Seo with me. Um, make that but sentence makes me sound like I’m I’m like some weird seo guru that charges. Thousands and thousands of pounds to be worked with every month that’s not that’s not what I mean? Yeah, yeah.

07:53.74
Jeff
Well for context this situation. We could have done an audit for like you know a hundred dollars I mean there’s not a lot of money they they’re just not interested in it. They want a Diy and you know so yeah I don’t know if it’s so much about affordability. But maybe they don’t I don’t know maybe they don’t see the value in it yet or I’m sure they will.

08:11.28
peteeveritt
Well so so this is this is what I tell I tell people to to do 2 things. The first is to get the book by Marcus Sheridan which is called they ask you answer and I have a copy on the shelf over there and it is. It’s a brilliant.

08:12.10
Jeff
You know.

08:27.34
peteeveritt
Book. It’s very very practical but actually the premise of the book is this guy so used to sell swimming pools now. Obviously you don’t currentlyt sell a swimming pool because you have to dig a big hole in somebody’s garden in order to to fit the thing. So. Um, so he started so he was selling swimming pools and he basically started using the internet when the internet started to become a thing and that’s what took his business off his business was about to crash and hey presto he used the internet and he saved the day and saved the world and and you know the world is a better place for it all that kind of stuff. I’m I’m underselling the book. It’s a brilliant book. Go read it and but the the the premise of it is to use the first place to look for any kind of content is just think about what your customers ask you regularly. What are the conversations that you have. Day in day out that you repeat on the phone quite a lot and start by writing down what you talk what you talk to your customers about and that that is in its simplest form. The the easiest place to start what I then say to people is when you’ve got when you’ve done. A dozen or two dozen of those you feel a bit more confident about writing content for your website because a lot of these people. They they don’t generate a lot of content so they just like we were saying about not being confident doing certain things and feeling a bit uncomfortable doing this some people feel out about writing stuff for their website as well when you feel a bit more confident with it I want you to do this I want you to list down.

09:54.78
peteeveritt
Every service that you do and I want you to write 1 paragraph about every part of that service. No more than a paragraph and they become your service pages so you know for us that might be that we do content. And our content plan includes this and we go through this process. You know this is the process. This is how it works in our project management system. This is what we get. This is how much is going to cost so easily can create 4 or 5 paragraphs about our content service. Then what I want you to do so I want you to do that for every service that you offer and depending on your business. You know you might have 2 or 3 of those you might have 2 or three dozen of those that’s up to you when you’ve done that I then want you to go and write a blog post about every paragraph where you go into super depth. Ah. About what what that paragraph was about why it’s important what it’s you know why you include it why you’re the expert in it. Why you can’t live without it. What are the biggest questions that people have about it. What do you need to start all that kind of stuff so you get a ah blog post and that blog post generally speaking needs to be between. 12 and 1500 words as a minimum if you go a bit over that. Absolutely fine. But if you’re too much shorter keep on going. You’re not gone far enough and then do that for every paragraph on every service page that will do 2 things. Firstly, it’ll give you.

11:18.67
peteeveritt
A whole ton of content that you can create so you can prove that you’re being consistent to Google Etc etc but secondly it means that when you’ve then proven to yourself that this Seo thing is a good idea and you are actually going to get leads through it and you want to invest in some Seo and you come back to me in six or twelve months time and we’re having. The next discussion from this one you will have started laying an awesome foundation for me and us and our team to go and start putting some more technical seo on the top some more complex Seo strategies and all that kind of stuff you’ve done the groundwork for us and that. You know so that in a nutshell is what I say to people when they say well, how do we get more out of our website and I can’t afford to pay for it.

12:05.31
Jeff
So I I felt like I went on a bit of a journey through that because the first thought at first I was like okay cool. we’re we’re having we’re forced new clients to think about some things and make some some decisions and you know. And then you got to the point where you’re asking them to start writing all this stuff I’ve never met that client and I literally have hundreds of them I I don’t know that client. Um, but so so I was kind of I was like why would you even do that because no one’s up can do that. But then you got to the last part.

12:31.52
peteeveritt
Yeah.

12:41.61
Jeff
Where it really cemented how valuable that is and that is having even if they start some of that even if they just start that thought process and you come back to them in six months or a week even you know they’ve they’ve begun it. They know where they’re going a little bit. They may not quite know how to get there but they’ve got those first steps down and I never want to convince a client of something if they’re not on board with it. But I bet 9 times out of 10 they’re going to go through that and go never mind this is too much I am. I’m hiring them I’m doing the audit I’m doing I’m getting to consult it. Whatever it, whatever the solution that they are being presented is it’s so much work. It’s so much work. It’s not It’s not insanely hard. It’s not rocket science.

13:21.51
peteeveritt
Yeah.

13:31.36
Jeff
But it’s it’s a lot of work and it’s something that you as the business owner who your who is not listening to this right now but you agency owners are probably That’s not what you should be focusing on.

13:41.25
peteeveritt
No well look so here’s here’s the here’s the complete misconception with this is Seo is not free right? or well the misconception is that Seo is free. Seo isn’t free. Seo is either going to cost you in time or it’s going to cost you in money now. So you either have to put the time in and do the work yourself that might mean learning a bit about it. It might mean learning how to structure articles properly. We we can talk about keyword placement in a minute because I know your your particular client wanted to talk specifically about keywords and I just then started started going off about oh I’ll tell him to do this. But. It’s either going to cost you in the time to do it yourself or it’s going to cost you in money to pay somebody else who already knows what they’re doing to do it for you now they should get you results significantly quicker than you will get results yourself but you obviously need to have the cash upfront in order to to invest in it but Seo is not free.

14:23.51
Jeff
In.

14:37.98
peteeveritt
Because time is ah essentially another version of currency in my view Anyway, Um, so yeah, that’s kind of my take on that.

14:45.57
Jeff
I mean I I don’t want to act like you know 23 hours of my day are booked every every day but I’m I’m the same way when it comes to time and I just get I get so I don’t know such internal dissonance when somebody is wasting my time or I spend. 6 hours solving a problem because I’m the only person that’s willing to do it. You know I know you know there’s just situations like that time is very very valuable and there’s things like I’ll I’ll look at like like buying things sometimes too like I love a good sale I love searching for good, a good discount on something but then I realize oh wait I’ve got to drive 30 minutes

15:09.88
peteeveritt
Oh yeah.

15:22.86
peteeveritt
Yeah.

15:23.18
Jeff
To save $10 well I know what I can build a client in an hour if I had an hour of work to but you know mean like spend a $10 stay home and work. You know it. It would probably be the better solution. There. Um, so you know that’s I guess. We we did kind of ver off a little bit but this is a conversation I should have had with them is really what I’m learning right now is you know instead of just trying to be helpful I should have been a little more you know point on the point there with ah some suggestions.

15:45.34
peteeveritt
Ah.

15:50.54
peteeveritt
So.

15:52.81
Jeff
So I don’t know what they’re going to do you know they don’t really have a lot of blogs or anything like that. So of course one thing I did say was just write some blogs just try to get that going. But you know I think Blogs tell me this too because I tell um obviously it depends on a lot of situations. But. A lot of times one of the best ways to start adding New Keywords is just with new blog Content. You could write about anything you know, semi related to your site obviously more than semi but you know related to the site and and everything but you could write about anything. It’s a great way to add a new.

16:15.44
peteeveritt
Um, yeah, absolutely.

16:25.28
Jeff
Potentially new service. You’re testing and seeing if you can get some rankings for it or.

16:27.16
peteeveritt
Oh Absolutely absolutely and it gives you the it gives you the ability to be.. It gives you the ability to structure what you do in the language of the people that are searching for it. That’s that’s one of the greatest things about Blocks. We have you know. We work with lots of clients and I whenever I run a consultancy session I use a stupid example which is you know you? Yeah, you might sell tables and you know it’s a table and I know it’s a table. It’s a wooden thing where you know that’s flat with four legs on each corner you put chairs to it. It’s a table. But if the person that’s gonna buy it from you calls it a Panda you need to rank for Panda So It’s a stupid example absolutely stupid and people always kind of give me that face that you’ve just given me but that the the yeah.

17:15.12
Jeff
I wasn’t expecting Panda I don’t know what I was expecting but Panda was the last one.

17:22.51
peteeveritt
Ah, hey you know you got to occasionally drop a panda in the conversation. Um, the the point though really is that I understand that lots of people. There’s certain parts of your website. That certain people don’t want to mess around with because they’re too worried about how it will look to their competitors. You know you can’t if you’re a carpenter and you build pandas your but everybody. It’s really a table. You’re not going to have a category in your list called panda but actually where. Where you can then start to create a blog post about why this thing that’s caught that your term that you know you’re calling a Panda is really a table and it’s got 4 legs and it’s got this flat thing. It’s got a frame underneath and it’s held together with brackets and you can cook on it and you can sit at it and you can eat at it and you can play cards on it and you can do whatever you want, you can use it for your computer. All that kind of stuff all of a sudden you. You’ve got the freedom to do that within a blog post that you’d never do on a category page or a product page or something else and that that’s kind of the beauty of the beauty of blog posts to give you a real world example of this um in my agency here in the u k I work with a.

18:19.10
Jeff
A.

18:33.82
peteeveritt
Telecommunications company and they do. They do lots of things for for businesses for B Two B communications they support call centers. They do you know office at phone systems in offices they do they do charity work. They can do multi-site they can do single site. They can do whole weird Wonderful things with. Different phone numbers for different Stuff. You know they they can do really complicated stuff but the key is that they can only guarantee they can do that if they supply the least line into the building. So really. The the key to their sales is selling a least line if they can’t get the least line in then they may not be able to do some of the other stuff. So but of course their corporate website. They have to show that they do all of this stuff because if all they said was well. We’re a leastase line Provider. They would get crap leads and a lot of customers that would be a really good fit for them wouldn’t find them because well we’re looking for a vipe network or whatever it might be and ah you know that they wouldn’t be there so that their corporate side of their site has to be structured in such a way we wrote them a blog. Um, about.

19:30.78
Jeff
E.

19:43.45
peteeveritt
Two years ago this blog is now the most landed on page of their entire site. Not their homepage. Not their not their Voip systems page not this not their least lines page this one blog what we did was. We did some keyword research and we knew that we had to write a blog about least lines that bit wasn’t negotiable, but the keyword research we did was about what are the words that go around least lines. What are people in the b two b sector googling about least lines when they’re looking for a new one. And that showed 2 things advantages and disadvantages. So we wrote a blog and now that this when you say it’s not Rocket Science this really isn’t rocket science this is like blog titles by joining numbers. We wrote the blog the advantages and disadvantages of least lines. Um, that one blog and we could that because it’s because it’s a blog. There’s no structure. You know there’s no, um, ah website structure around it. The page is designed to be as long or short as it needs to be. We could go into serious depth about the advantages of these lines what it can do for your business how it opens up all these opportunities with all these different systems and. These are the disadvantages of them because there are some and you need to consider this in the other and what about fiber to the premises versus fiber to the cabinet and all that kind of you know we we really went to town on this thing produced like four and a half five thousand word article on the the advantages and disadvantages of these lines.

21:14.60
peteeveritt
That one piece of content changed their business because it was a blog and because we had the freedom to do it and because it was targeted so targeted at what they needed to sell and what people were searching for and that was it.

21:28.45
Jeff
I Think that’s brilliant. It’s really simple. It’s pretty simple but it’s It’s really brilliant and I could be used in so many different manners I mean that’s a pretty kind of big corporate and technical um type of you know service there but I mean the same could be for plumbers.

21:44.18
peteeveritt
Um, oh yeah.

21:45.71
Jeff
Right? I mean the the plumber services pages can only include so much about what they do. They could be okay, we fix toilet problems. We fix clog drains we fix we change sinks. We do custom work. We you know? Okay there’s a lot of things there but they’re all relatively the same and if you search for those. There’s going to be twenty dozen you know plumbers that all have the same thing you’re going to get links from home depot about plumbing parts and things like that. But if you write blog articles that are addressing the problems that clients are having. Use this I’ve I’ve told this actually multiple times to people who have had blummer clients I probably shouldn’t use this example because we’d give it out so much but write articles about how do I fix how do I unclogg the strain you know and it’s kind of the same thing from the the story you were telling the ah the way you’d walk people through that. Um, excuse my brain fart here but walk them through that kind of Seo question right? How do I do the keywords or whatnot well if they have writing blog articles about how you can fix your drain. Maybe someone’s going to read that and go fix or drain or fix their toilet but probably what they’re going to do is say hey this is really helpful. It’s a. Beyond my ability or tools or whatnot I’m calling these people and they never looked at the service page.

23:00.21
peteeveritt
No absolutely and you know what though even if they do do whatever that article was they fix that drain or fix that toilet or whatever it is when they then get to a plumbing problem that they can’t fight. They can’t fix because it’s in a wall or it’s it’s it’s in a sink that they can’t get to or whatever.

23:13.71
Jeff
M.

23:19.56
peteeveritt
Or they just can’t figure it out or they’re they’re rushing off on holiday or they’re at work and they have a meeting that they can’t cancel that day guess who they’re going to ring the guy that helped them fix the toilet so you’ve even got the referral like you did the first job without even doing the first job so that yeah blogs blogs carry.

23:34.29
Jeff
Um, yeah.

23:38.94
peteeveritt
Ah, massive power and a massive freedom when it comes to the ways that you can talk about things which is why they’re why they’re such an important part of of of Vso. So that said there are a couple of rules to this I don’t want this to sound heavy and I don’t want. Don’t want people to think oh well if we don’t do it pizzs way then it’s not going to work. That’s not entirely true, but there are there are ways to include keywords so the first thing to to clear up for anybody. That’s listening is a Keyw word singular might be a number of actual words so white label.

23:58.30
Jeff
He.

24:15.43
peteeveritt
Ah, you know, ah white label seo like we do at SeoHive is technically well technically 2 words was white label would be hyphenated but it it. It is a single keyword.

24:22.80
Jeff
Why don’t we call them key phrases.

24:27.34
peteeveritt
Ah, ah, don’t start messing it about now I don’t I’m not sure but I don’t think on episode 7 of our podcast that the industry is ready yet to listen to us and make those kind of fundamental changes just just throwing that out there. Um.

24:37.50
Jeff
Okay.

24:45.44
peteeveritt
So First thing is choosing keywords now if if you can afford an audit and like the what scout reports we do ah seo hive or if you you know speak to speak to a marketing agency in your area. Whatever um, if you can afford an audit. Ah, with some keyword research that will give you the keywords and the search volumes that people are looking for in your area or your nation or whatever the scope of the the website needs to be if you can’t do that then the best place is to look for keywords are you can get a free account through Google. Ads ah keyword planner. It’s not a very nice tool to use but it will give you the we’ll give you the information or you can look at things like related search terms. So if you type in um broken toilet for example or block drain to follow your example from earlier Jeff. Ah into Google and those those options open up that you know the related searches open up underneath it then that’ll give you some related keywords likewise if you click enter on it. You’ll often get a people also ask but box within the search results. And if you open a few of those it’ll only show four or five to begin with. But if you open 1 it’ll add another 3 or 4 and if you open another it’ll add another 3 or 4 now if you open too many of them. You’ll see that the bottom ones aren’t particularly relevant but you can get quite a few keywords just by doing that.

26:05.69
peteeveritt
Look at wi Wikipedia pages and again they also do related searches and that kind of thing that’ll give you good indication of keywords so there’s loads of free places where you can get inspirations for how people are talking about things obviously to do with the website that you’re wanting to rank for. Don’t just go on some random tangent because you’ll you’ll just waste a load of time.

26:21.52
Jeff
I was just thinking. It’s very hard to say um you having more content is bad. Let me rephrase that it’s pretty safe to say that having more content is always good. But if you just.

26:23.80
peteeveritt
I.

26:36.13
peteeveritt
Yeah, yeah, it it kind of needs to be related. Um, you know, no absolutely absolutely and and you know what? yeah we often refer to websites a bit like a book. So the front the home page is a bit like the front cover.

26:38.72
Jeff
The plumber shouldn’t start talking about Auto repairs or you know or something totally.

26:54.90
peteeveritt
You need to give a flavor of what’s in the inside but your homepage is an awful page to try and get a good chnk of copy on. So you know if it ranks for your business name. That’s great if it just sits at the top of the tree to hold together some other strings that’s also great. But if it doesn’t rank for too much more. That’s fine. You can create pages underneath that to to do that job. So um, you know it’s also people often get misled into thinking that the majority of traffic will come in on their homepage on most websites. It’s only 30 or 35% that come in on the homepage.

27:24.12
Jeff
And.

27:28.10
peteeveritt
Everybody else comes in somewhere else on the site so you need to make sure that wherever they’re coming in. They can still get to other stuff around the website and then the navigation works from from different levels so you decide on your keyword and you decide that you’re going to write the blog when is it the right time to ring a plumber to unblock a drain. I don’t know if that’s a good keyword or not I’m making it up off the top of my head you. Why did you have to bring up drains. What? what? Why did you have to bring up drains. We now episode 7 and we’re now talking about toilets already on the show I mean so so you you decide you’re going to write this blog.

27:50.91
Jeff
Probably when it’s clogged. But ah, you know I mean I think I still think it sounds like a good title.

28:06.92
peteeveritt
So. The first thing you know is right? The main keyword that this needs to be is blocked drain because that’s the thing that if somebody has a block drain guess what? they’re going to put is either block drain or how to unblock a drain so you need to get those keywords in so the first thing you need to do is. You need to pick one of those as your main keyword. So ah, the title I gave you was when to call the plumber. Ah, ah when I have a block drain. So okay, we’re going to use block drain as the first one so you put that in the title so that needs to be in the title that title also needs to basically be replicated in the the the. Address of the page and if you’re using something like wordpress and this is the wb seo show um wordpress will if you put the title in right wordpress will take care of the the perma linkk underneath it. It just does it. It’s it’s good like that. So you yeah, you need to make sure it’s there you then need to make sure you use it. That words are unblocked drain within the first 100 words or the first paragraph which ever is the shortest if you you first paragraphs less than 100 words. It’s it needs to be within that first paragraph. So I’ve I’ve already used the keyword 3 times and I’m not past the end of the third sentence. Essentially um, when you’ve done that you can then start to use it a little more freely but it needs to be natural. We’ve just if you listen to the previous episode. We’ve just talked about Google’s helpful content. Update the whole point of that is that Google is trying to make sure that.

29:40.67
peteeveritt
It’s not ranking spammy content. That’s just stuff full of Keywords all over the place and it it has to be natural so start writing about the process of how to unblock a drain and when you’re getting into the territory of ah needing a plumber when you should actually be you know.

30:00.58
peteeveritt
Where you’re going to reach the limits of a Diy job in relation to unblocking a drain and and just start going just start start structuring it then let’s say you want to introduce a second keyword into this which might be drainage rods. Let’s say um obviously it’s linked. Drainage rods are very much linked to unblocking drain. So it. It is a theme that fits and if you want to start including a second keyword like that you then need to introduce it into the article in the right way and the first way to do that. Oh the first thing to do is it needs to be within a subheading. So your your blog shouldn’t just be paragraph after paragraph after paragraph, try and break it up with subheads all the way through those subheads should ideally be h two s so the title that we mentioned at the top that should go in in h one if you’re ah somebody that’s listening to this is using a theme. The theme normally takes care of the h one. Normally takes care of the h one I should say I like we’ve come across many websites that don but the themes should take care of the h one. So all of the subsections that you then split up they should be h two s and then if those subsections have sections of their own you’d use h three s to split those up and so on and so forth. You can go all the way down to h six. But. Like honestly can’t remember the last time I used an h four h five or h six yeah and never never It’s like you know somebody was covering their ass when they made those up so that’s the ah so you start by.

31:18.83
Jeff
Um, I feel like H four is every now and then but like H five and they say like never.

31:32.46
peteeveritt
Needing to include this second keyword you you include it in a subheading in an h two tag in WordPress you’d type it in you’d highlight it and there’s a little dropdown you change them from paragraph to heading to that’s all you have to do once again, you then need to include that keyword within the first hundred words or paragraph. That heading so you need to make sure that you if it’s drainage rods that then the first sentence or to you, you’re then also referring drainage rods again and after that you can then start to interchangeably use the keywords that you’ve entered that that is the keyword then introduced so you can then start to use it in normal language that feels natural. That reads normally within within the content again and you can use the same process to integrate a third keyword once you’re getting more than 3 or 4 target keywords yeah, that’s enough anything more than that particularly on a piece of content that.

32:23.25
Jeff
Yeah.

32:28.21
peteeveritt
Ah, most is going to be fifteen sixteen hundred words that that is enough you may find that that piece ranks for other keywords as well other variants of the keywords around. That’s absolutely fine. Um, but intentionally only go after 3 possibly 4 per piece of content. And they have to be related to the same subject. You can’t go in. You know if we’re talking about unblocking drains. You can’t then all of a sudden insert a keyword about toilet rollholders. It’s just not gonna it. It’s too far apart. It’s not gonna it’s not gonna connect so they’ve got to be on the same theme but you can you can sort of introduce them and that’s the way of doing it. And if you can then include them in things like lists either numbered lists or ordered lists or um in maybe slightly different types of content. Um that that might go around it. Maybe some alt tags on some images that all helps as well. But that is how you include a keyword in a piece of content or keywords in a piece of content.

33:22.33
Jeff
I Love it. It’s it’s it’s work. But it’s not that hard. But here’s a bonus tip that I kind of just caught on to something you said there a minute ago and that was that a lot of times you will find that it’s ranking for other terms and if so I would suggest that’s probably something you could write more content On. And then link to it from that piece and you instantly almost instantly just have another ranking post on whatever that topic was I mean that was that’s look at those signals those are signals look at them address them respond to them. You know so.

33:42.92
peteeveritt
Ah, absolutely.

33:57.32
peteeveritt
So 2 2 other things to mention on this as notes probably before we end because we have been own 34 minutes and we can do ah another episode on website structure because that’s maybe going a bit further away from the question that we were we were startinging on but 2 things to note one is. Don’t worry about plurals if you’ve got drainage rod and drainage rods Google is intelligent enough to know the difference if you got drain and drains Google’s intelligent so they are not separate keywords plurals don’t make a different keyword the vast majority of the time. Um, that’s the first thing. The second thing is. What really brings all of this stuff to life is how you then knit it into the rest of your website and you’ve just said internal links and they are like dynamite when it comes to this stuff now. Of course when you start with your first blog post and your second blog post your third blog post. You haven’t got. That many bits of content that you can link to. Of course you can link out service pages or you can link out to your homepage possibly or I always think that’s a bit cringe but you you can you can create internal links but the more content you create the easier it then is to you’ve got more stuff that you can create internal links to. Ah, you don’t create internal links on words like click here or read more or learn more. No. No, no, don’t do that you use you make the link on the keyword that the target piece of content I e the piece of content that you’ll click through to was optimized for.

35:31.25
peteeveritt
Because that’s that’s how you you’re wanting to say that flag to Google hey this page over there. It’s related to this thing but it’s about that. So you yeah you so if you were linking to the article. We’ve just been talking about you’d put it on either block drains or drainage rods that would be the keyword.

35:38.40
Jeff
Me.

35:50.70
peteeveritt
That you would have the hyperlink on on a different piece of content link in the process that people never go through and our team does it and my team in the uk does it and where we show huge value to clients but it is so simple. That anybody can do. It is nobody ever goes back over old content to find internal links so they you know what? I recommend to people is if once once a month even if it’s once a quarter. Grab yourself a coffee book 35 minutes 40 minutes in your diary and call it link building time and just look at the pieces of content that you’ve created in the last twelve weeks make a quick list of them and then go back through all of you well a whole load of your own blogs and build half a dozen links from stuff that you created before these three months linking forward in time I because these blogs will be obviously older than three months old but so you’re linking now forward in time to content. You’ve created in the future essentially and you can you can just build. Ah. Ah, like networks and networks and networks of lists of links and within your own content which just sends your authorities rocketing and that’s what’s going to give those pieces longevity in their so rankings.

37:18.17
Jeff
I’ve never thought I mean this concept? Yes, obviously we we do this all time. But I’ve never thought about the fact that you’re linking to future blog posts I’ve never put that in the like context in my mind so you’re.

37:25.67
peteeveritt
Yeah, yeah, it’s like going back to a blog post in 2017 and linking to a blog post. You’ve just written 2023 you know you couldn’t have done that when you wrote it in 2017 but you can now so go. Do.

37:34.72
Jeff
Um, yeah, no it time travel Internet time Travel I Love it I Love it. So.

37:44.53
peteeveritt
Internet time trial.

37:47.16
Jeff
I think I feel like we’re definitely going to have a follow up to this so I think on that note, if if if you guys are watching this on Youtube or anywhere you can send us a question a comment I’d love to know, kind of some of your thoughts or and questions on and this topic because I think the whole other half of this conversation that we will not talk about right now is. It doesn’t have to be just blog posts I mean in our opinion and you know with the work that we do. It’s ah it’s a great avenue it works very well for most of our clients but these same concepts can and will apply and should apply to your other internal pages your service pages. You know your homepage to an extent. Um, it’s just that by blogging. You know you’re allowed to just keep keep adding content just keep doing it keep doing it keep growing keep adding more related semi-related unrelated you know topics and just keep growing linking and creating a just cycle.

38:41.39
peteeveritt
Ah, the last thing to say the last thing I’ll say on this anyway is that don’t be disheartened if by creating one piece of content. You don’t get onto page 1 or position 1 for a particular keyword keywords vary in their competition level. So. Some keywords you might have to write one hundred blog posts to get 1 of them to rank in position 1 that’s maybe an extreme example but you you might um, whereas you know there’s other topics or other keywords where you’ll just hit 1 piece of content and there you go. Sometimes you might have to write more sometimes technically word count isn’t part of Google’s algorithm that is something that at the time of recording this episode. We know is true. However, if everybody on page one has written four and a half five thousand words and you’ve written 800 you’ve kind of brought a knife to a gunfight so you’re.

39:32.72
Jeff
She.

39:36.10
peteeveritt
You’re not in the right ballpark. So it. It’s it isn’t a ranking factor but you’d need the best 800 words to even stand a chance and again if you’re diying this not being not being rude or anything but they’re probably not going to be the best 800 words out there on the internet about it. So you. You need to be aware of what other occasionly, you need to be aware of how much of the people are writing about topics. But that’s um, yeah, that’s don’t be disheartened you at the very least by writing a decent blog. That has keywords introduced in the right way that goes to a good level of depth and is genuinely helpful to the person that’s going to read it at the very least you will have helped build some authority in your profile which will help future pieces of content rank.

40:25.58
Jeff
Absolutely and I think one last ah kind of important aspect of this too is it’s all relative to the location that you’re marketing to so if you’re trying to rank nationwide across the United States good luck it’s going to take a lot of work if you’re trying to rank. Number 1 in Norco California is a small town of 25000 people that I live in. It’s pretty easy. You know because I’ve looked for um for how to unclog drains and those those articles aren’t there in my local area.

40:49.87
peteeveritt
Um, yeah, yeah on you.

40:57.20
peteeveritt
Ah, well and and yeah you know you’ve got to be completely contextual about it as well and I worked at an ecommerce agency for 3 years and we wanted to rank for sage website integration. Now say sage was a business management platform. Well sage pay that sage pay was part of what they did and say they they did a lot ah have far bigger bits of software than that and we wanted to rank for sage website integration and it took nearly the entire time I worked there to get into position one because we had to create.

41:33.15
Jeff
Yokes.

41:34.17
peteeveritt
That much content in order. It was so competitive but to give you an example, we got to top spot number 1 organic result the person above us was paying £68 a click which is about ninety odd dollars a click so it was. Very commercially viable for us to be there.

41:57.50
Jeff
Um, I’ve never spent that much money on ads it just is just.

42:01.40
peteeveritt
Neither did we? We we wrote a whole lot of content and paid people salaries so that we didn’t have to pay ninety odd ninety dollars a click it still qui a clip.

42:06.66
Jeff
Ah, it always just blows my mind when I think people are are willing to spend spend upwards of $100 probably more in some niches just for a click and then it was it was grandma clicking on accident whoops.

42:15.10
peteeveritt
Absolutely absolutely.

42:23.11
Jeff
And oh yeah.

42:23.27
peteeveritt
Ah, you know you will get some of that you know she was looking for like some sage stuffing to go with the chicken and all of a sudden. It’s cost you $90 you know I saw a report from a client the other day and an Adwords report. And they’d been paying an adword specialist. We’re now going off topic again. So I’m guessing we’re coming in the landing. They’d been paying an adword specialist for six months and all of their camp all of their keywords were still on broad match and I’m just like what are you doing just that.

42:51.76
Jeff
Um, oh.

42:55.94
peteeveritt
That is not good How much money have you wasted on this thing to cut anyway.

42:59.72
Jeff
Yeah, yeah, hopefully they’re getting something out of it. But it’s probably being spent frivolously.

43:08.56
peteeveritt
Yeah, ah ah, can’t believe it anyway I haven’t seen a report like that in a long time but a heyho there we go.

43:13.49
Jeff
I Remember your when you saw that the other day. Ah, your response was oh yeah, you felt so bad for the. Ah.

43:20.91
peteeveritt
Well, let this so to give to give the full context of this and if the guy is listening to this. He will know who he is but I’m not gonna name you so there’s no shame. Um, but the I the guy in his first email said here’s the report. I would really appreciate it if you would order to I don’t mind if you start the clock ticking and charge me for it and I looked at this report and felt so bad about what I was seeing I gave him my recommendations free of charge I couldn’t bring myself to charge him for my time to do this because he’s just been fleeced for so much money.

43:46.39
Jeff
See.

43:56.26
peteeveritt
Anyway, such as life.

43:57.70
Jeff
Um, yeah, it’s ah’s it’s It’s hard or so many you know I’m I’m kind of an apologist for people a lot of times to try too much and so I almost want to like apologize for whoever is doing that for him and think I’m hoping they’re not doing it maliciously. They just probably are underaware.

44:14.10
peteeveritt
Yeah.

44:15.59
Jeff
You know what? I mean like I hope he’s not being reaped off. It’s just an honest you know oversight or something but who knows all I know is you would have reached out and given them a hug if you could have he has.

44:24.32
peteeveritt
Who knows who knows anyway I was that obvious it was that obvious in the covers or that so anyhow, well that’s that’s been this episode again once again, it’s been fun. Um. And you know if you have any specific questions. We didn’t talk about this earlier. But if you have any specific questions you would like us to address on the show not in an Agony Uncle kind of way because that would be weird but in a specifically in an Seo to do with wordpress kind of way feel free to drop us an email at hello@seohive.coorah,youknowdropacommentonourpodcastvideos Youtube videos or whatever. Um, we’ll we’ll see if we can work them into some shows in the future.

45:04.42
Jeff
Yeah,, we’re still getting everything going but we’ve had an awesome response already so far and um, you know the handful of just really kind supportive messages from friends and people in our network and. Even you know hopped on a ah call the other day that I did not know the person like I usually kind of have an inkling who they are or where they came from and they’re like man I’m listening to the podcast I was just like really awesome. So like okay, cool like you know it’s just it’s so cool. But I think we’re both, We probably gushed for. Half an hour before we even started this just about kind of how you know mind blowing. It’s It’s been to start this and the response and stuff. So Thank you everybody and um, you know like we’d really would love some actual questions to kind of help us steer things and we want to make content. Did you guys want to hear or read or listen to or watch or whatnot. So.

45:38.34
peteeveritt
Um.

45:51.43
Jeff
Don’t hesitate to speak up.

45:51.44
peteeveritt
Absolutely So I guess we’ll see you in the next show. That’ll be fun.