Search Engine Optimisation
Lesson 24 Chapter 1 Module 3
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Welcome, I'm Neil Morecraft and this is Autom8, and in this module, we're going to take another look at SEO. And in particular, we're going to dive back into the site and look at our on-page SEO and have a look at that Yoast plugin, and understand that a bit more now we've got some content in the site, we're then going to head over to Google search console and just make sure that we've got our XML sitemap installed, and that's quite an easy process, but it's important for Google to see that so that every time you post new content, Google will pick that up. If we haven't done so already, and I don't think we did this installation, we just need to head back to WP engine and make sure that we've got our SSL certificate. SSL was secure socket layer, and you don't really need it actually, unless you're you know, taking customer details and stuff, but Google do now give you preference to that.
And if you haven't got an SSL certificate, you get a little symbol come up to say that this site isn't secure. So, you know, you can put people off, so it's free with WP engine. So we just need to head over there and click that box. And then we're going to have a look at the off page SEO, and that's really down to your backlink strategy. And when we talk about this, and as I say, I'll dive into a couple of products that I use, and I'll show you a bit more when we get to this section, but it really boils down to, you know, someone doing it for you versus you doing it yourself. And as I say, once, you've got the main part of the SEO on-site done, so we've, you know, we've found a keywords, we've configured the SEO plugin, we've got all of that stuff, right and you follow that process, of course, for every new bit of content that you post a new blog post or a new page. And once you've done that then boils down to backlink strategy.
So we've already done Knowem profiles. We're going to have a look at some other kind of quick hacks if you like to get some good back links. But then after that, it's about quality backlinks from other sites that I've got, that I've got similar content to yours. And of course that can be quite tough. So, you know, in this example of the 186Kloud we'll definitely be outreaching to their vendors and suppliers. And if they've got directories or supply portals or stuff like that, and we'll definitely be asking for link on their websites back to us and that's quite normal.
And you'll probably find that with most businesses, but outside of that it can be difficult now to get these backlinks, because you may have noticed that a lot of sites that have got the good link juice as it were, want to keep it. They don't want to give you a way, so, you know, if you get a no follow link that means that it's no good anyway, Google is going to see that and say, well, we don't follow that. You're not the authority in that instance. And what you want is to do follow links. So you want someone with authority saying you've got as much if not more authority and that link building process can be quite tough. So there are a couple of ways to do it. There is a new product that I've actually just started using, which is worth doing for a free trial, because it gives you a good insight initially, and you get some something for nothing effectively and whether or not you want to carry on using it after the free trial is your call.
I may or may not, I don't know I'm going to see how I get on with this first week, but we're going to take a look at that product. So without further ado, let's head on over to our Asana workspace does make sure that we're in the right section. So I've lost my cursor, here we go. And yeah, just make sure in the right section, which we are, and then obviously we can come back and make sure we tick these two things off. So we're going to head into the backend of the site and we're going to go straight into the Yoast plugin and just have a look at those settings. So what we're going to see here, if we scroll down here and you'd get to the SEO plugin through here or at the top here, and we want to click into this Google site, enter this XML, sitemap, sorry, it should be on by default. If it isn't turn it on, and then you want to click this link that will take you out to, and you see this non-secure cause the SSL certificate isn't I installed or hasn't taken effect yet. It want to copy that extension there and then go over to your Google search console. Again, if you're logged in, you'll just be able to type in search console and you'll find it. And then scroll down here to site maps. I've already done this. So it's already in there. Don't worry about the area that will go away. And then just paste that in there if it's not in there and submit it. And once you've done that, basically what you're doing then is you're telling Google that your site is live and that every time you post new content, you want to call it and Google will do that.
And then ultimately you, you start to rank. So that's your XML plugin out of the way. We're going to come back and have a look at the Yoast feature now that we've got our content installed. So this is our landing page that has since been updated with the right content. So you saw me in the previous videos going away and giving this as a task to someone, and then they came back with this content. So I've basically cut and paste that content in here. I spent the time just customising this and making sure that it kind of looks as nice as it should. But I haven't done all of it because I wanted to show you the impact on the SEO plugin. So you can see already just by kind of pasting the content in that I've got, I've got a green light already.
So in all honesty, I could probably leave it like that, but I'm not going to, so I want to have a look at the page in particular and then rather than go in and edit this page with thrive architect, which is what we'd be doing. If you want to change the layout on the content and all the rest of it. I just want to click this edit button here and that's going to take me to what is the default WordPress, yeah, default WordPress editor. We say, if you didn't have thrive installed, this is kind of what you'd be using to add your content. You can still use this, but but for content, but don't because it's, it's clunky. And, but you'll see that automatically. You've got this SEO link over here and also you'll have an SEO section underneath the page.
And that's what we're interested in. So we've already got a key phrase in there. These two desktop results and mobile results is important that you get the keyword in the slug. And that's the bit after your domain name. It's also important that you get your keyword right at the beginning of your meta-description. And if you don't do that, Yoast will tell you, but if these are green that's good enough, and you can see that this SEO analysis is a happy face, which is great. But if we scroll down here, these are all the things that are great. These are all the things that need work. So we can have a look at that and we won't necessarily fix it now because some of these things we're going to do, and it would take a bit of time. And some of those things were going to need to come back and change.
And so you don't want to necessarily sit and watch me do that, but it's important that we know what we need to change. So all of this stuff is great. And if this isn't great, you can click this. That will take you out to Yoast to exactly what you need to do. And your job there is just to make sure that you get as many green lights, if not all green lights. And trust me, if you get all green lights for a keyword that has got a reasonable search volume, but not a lot of competition, it's not about your back links. You could literally rank on page one just for that alone. It's getting more difficult as I say, because there are lots and lots of different algorithms now that Google use, but I've tried this with some obscure keywords you know, long tail keywords as we call them. And I've done no backlinks at all, and I've ranked on the first page. So this is really, really important. So image attributes, when you add an image to the page and maybe if I show you what, I mean, let's go and edit this with architect.
Okay. That's just the box that says, if the image isn't there, what does it display now, of course the image is always there. But you need to just put the keyword in the image or box to just so Google knows that it's associated with your keyword and let's say that's fairly easy to do so I'll give you an example once this loads up, the other best practice, to be honest is when you're uploading any images to the site is just make sure that you name them and give them the attributes at the right time. And I think I have pretty much done that, funny enough, but maybe there's one or two that I've missed as I've gone through and done it. So if I look at this image, for example, we'll go to replace the image
You'll see that in there. Yeah. the description and the captioner emission and the Alltech. So I want to put unified communications cause that's the main keyword, right? So that's always going to be the same, but then it's not just that can collisions and I'll put in a diagram or something,
Spell that right would help. And then I just gonna cut that. Sorry, copy that and pop that in there. Well, we don't want it in the caption, otherwise that text will appear on the site. So we don't want that. That's fine. Inserts posts, and that's effectively done. Now whether or not that update quick enough, I don't, that might've been the image. There might be some more, it'll soon tell me.
We'll would make apologies for the delay there on the internet. I guess everybody's doing the last minute Christmas shopping. Okay. So we come down here now and we might see that that's got better. We might see that that's okay.
The image all those days is still the same. So basically I need to go through all the images on that page and make sure that I've done that for all of them. Previously used key phrase. Okay. I can change that maybe somewhere I've got that key phrase on another page or something. Key phrase in subheadings. That's fine. That just means the layout of that page. I need to just check that these are all header twos and you only want one header one. So you start with header one and then you go ahead to two and then ultimately had a three, et cetera, et cetera. And again, so I won't necessarily do that now, but by the end of the process, you would see all this come green because of course I will do it. And there are no internal links at the moment, cause that's the sole page, but there will be some links.
I put that on there and equally you want to put a couple of outbound links on the page if you can, but be careful where you link to. So I tend to just link to something like Wikipedia. So if you're talking about particular subject, you can just do an external link to Wikipedia. And then if someone clicks it and they open it in a new tab, you're not necessarily going to lose them from the the site and you're certainly not going to send them to a competitor article or something like that, which is the worst thing you can do. So ultimately as you go through this Yoast SEO plugin, you'll realise that yeah, all you need to do is get all of these green lights. So I'm going to be doing that between now and as we move into week four, because we can say we're going to come back to SEO. And that's it, that's effectively your on-page stuff done. So on that note, let's head over to WP engine and just check that we've got our SSL certificate installed. So you go to your WP engine login, of course, I've got lots of different sites in here. You'll only have the one at this point, just click into your into your relevant environment, log in if you're not logged in of course. And then you'll see there's a little box down here with SSL. I'm pretty sure that I've done this already. But I will check in and see, sometimes it does take a couple of days for that to populate.
I click that and you see that's free. And you need to renew it every 90 days, but it's free and they'll give you a reminder and that's it. And effectively what that does is when you go to the site, it will change this HTTP to HTTPS S and the S on the end means that you've got a secure socket layer certificate. And that's what Google wants to see. So that's that we're now going to go and have a look at a back link strategy. So as I say, once you've done the on-page stuff, there's only a few things you can do when it comes to backlinks and we've already used Noah as a hack. So we've gone off. And in fact, now if I type in a 186Kloud as a keyword, I won't type unified communications yet, cause we, we wouldn't rank just yet, but this will, this will give you an idea of of how that no one works is if we scroll down, we'll now see that we've got, you know, lots and lots and lots of results for us because these are all profiles that were created and you can see here, vendor, independent technology advisor, unified communications.
So all of these are linking back to our website. So we know that no one has done a good job there and that's great. That's what we want. What we also want to do now is create some other back links from free sites. So there's two ways you can do this. So I've gone on to fiverr. I saved this particular gig. I'm not sure I've used this guy before, but I've certainly used this service before, and this is free directory websites. So if you're looking for just UK traffic, just do UK, if you're looking for global traffic go global, there are thousands of free directories, you know, free index and free to sites and kind of like yellow pages, but not if you like. And it's kind of like the same thing we know, and we can create a profile on there.
We can have a back link on there that keyword can be included in our profile. And and that will give us that back link juice. And it's perfectly legal and it's quite nice. It is a white hat, so no one's going to care and you can do this for 30 quid. So I'm going to go ahead and order that I won't do that right now, but I'm going to do that. And I kind of suggest you do the same thing because they say that's a quick hack. And if you coupled that with the good on page and the Knowem, you know what, that's almost enough to start to get you a ranking pretty quickly anyway. But then outside of that, you do need to think now about your your backlink strategy. And as I say, there are two ways in which to do that.
This classified ad submissions is a site that I've used before. I'm not a hundred percent on it. It doesn't do any harm. It just, it doesn't necessarily do any good either. The, this, these sites are like an extension of what I've just said. There were the free directory, but they're classified ad sites, but you know, you and I both know that people don't really use these sites. They are becoming less and less popular back in the day they did work, but you can buy a lot of links from these sites for not a lot of money. And again, it's white hat, it's perfectly legal. It's fine. And you will get those back links, but the strength of the bat link, isn't that good? So if you've got a hundred backlinks and they're, and they're all crap for want of a better phrase, so they're just not really relevant or they're coming from sites that don't have an authority yeah, you get backlinks, but Google will see that and say, well, that they're not relevant to don't make any, any difference. And one decent backlink from a site that does have authority will, will count for more than those hundred links that don't. So when you come back into Fiverr, you can see an effect of let's just go into my, let's just go white hat backlink building. You'll see, there's a couple of people in, if you do outsource any of this, I definitely recommend you do it with somebody who absolutely knows what they're doing. So go for a top rated seller rather than a, a level two. You will pay a bit more for it, but it's worth it. Maybe Fiverr is having some issues.
And then, you know, you kind of look through this and, and you know, choose your, your preferred supplier in the normal way, but you will find yeah, there are people that will do manual white hat, SEO, backlinks, and that's what you want. You definitely don't want gray hat or black hat. And you can do it yourself, but if you're doing it yourself, it's about finding all the sites that are relevant to your product, writing an email and going physically finding the web master and writing to them saying, can I have a Backlick on your site, maybe in exchange with backlink on your site or something like that. It's very time consuming and you know, it's a job in itself. So I wouldn't suggest you do that. I would suggest, and I'm going to on this occasion find a good white hat, SEO backlink strategist, and I'm going to buy just a few good links.
Now you could pay a, probably a hundred or a couple of hundred pounds sometimes per link. I don't think I'm going to go quite that far. Probably maybe get five for a couple of hundred quid or something. And because of the keyword and the search warrant, and that should be enough, but the SEO strategy, your battling strategy is an ongoing process. You'll find that now you've done. The first part, once you've done the second part and we get the free index and that you will start to see that you rank anyway, and it might be that you get to a fairly good position quite quickly. But if you don't do anything for a month or two or three, you're going to start to get knocked off again, because Google will look at the activity and whether or not there's any more backlinks being added.
And some of those back links will be taken away. So it's kind of a monthly, if not a bi-monthly process where you need to a few fresh backlinks and this is a great way of doing it. The other way of doing it is using this company here, a ranking coach. Now I've just signed up for these for the first time. I've looked at them before, but I've not used it before. I'm on day one of my free trial. And from what I see at this point, it's definitely worth doing so you can go to ranking coach.com. You'll find a link in your Asana workspace. I'll put one in there. And as I say, you get a free trial for the first seven days. Now, whether this will take me to my login page, cause I'm already logged in. I don't know.
No it doesn't. So if you pay for the service, it's 50 pounds a month, it may well be worth the 50 pound a month. I haven't made my decision on that yet, but what it will do initially when you onboard is it will link your Google my business account. It will link your Facebook page. If you've got it, it'll give you the opportunity to put some keywords in. And it kind of does what that gig does here. And that is submit you automatically to a number of directories. What's also good about it, from what I can see is it gives you some data based on where the site is at the moment and what you might need to do. So I've got to spend a bit of time on this between now and the next time we come back to the SEO, which is in week four, and I'll let you know my thoughts on this, but in the meantime I would suggest that you go off, create a free account and and do it so that by the time next week comes, we'll have made a decision as to whether or not you want to carry on paying for it.
I say at the moment, it looks quite good, but there are some duplications, you know, we've already got a local marketing where they Google stuff that we did at the beginning. We've already got a Google ads account. So we know that that gives us strength. And that's definitely part of the strategy because Google wants to see that you're doing both of those things. But there might be some good stuff in here and there might be some good reports in there. I don't know. So I would have a look at that. This amp plugin not necessarily relevant, actually. I'm going to have a look at that before, go and install it. But as I say, I'll come back to that in the next module. So with that in mind, that's a little bit for you to do go off, do that, and I'll see you in the next module.