On-page and technical SEO Part 1 – SEO Unlocked – Free SEO Course with Neil Patel


– [Neil] Hi, everyone,it’s Neil Patel again, and today, we’re going to be going over on-page and technical SEO. So I hope you guys arereally excited because, if you don’t make the right changes and adapt your site to Googlefrom a code perspective, you’re not going to rank well. And that’s what I’mgoing to teach you today throughout this lesson.We’re already in Week Two and, as I mentioned, we’regoing to be going over on-page and technical SEO. I’m really excited for Week Three because that’s where we getinto one of my favorite parts which is content marketing. But for now, let’s goover the technical SEO. Everyone knows that linkable content wins. The more people that link to you the easier it is forGoogle to find your site and the higher that you’regoing to end up ranking. And there’s many types oflinks that links other sites linking to you, as well asother pages within your site linking to other pagewithin your site, as well.When you’re going through your site and you’re optimizing forGoogle, there’s many factors that you need to look out for. But before I go intoeach of those factors, let me first show you howGoogle sees your website. I want you to go to Browseoand put in your URL. This will show you howGoogle views your website. What you’ll see is all this code and text.That’s how Google looks at your website. They don’t look at your websitein a pretty user interface, or a pretty design. They don’t see any of that. What you’re seeing onthe screen is roughly how they view your own website. Now that you know howGoogle views your website, let’s go into the 10 mainelements when it comes to on-page SEO. The first one is titles. You know, whenever you do a Google search, you’ll see this purple orbluish text at the top, then a green URL, and then,black text underneath.The text at the top is titles. That’s your title tag. The middle one, the green,is your URL, of course, that’s the URL of yourwebsite or your webpage. And below that is a description. That’s called a meta-description. The title tags impacts clicks. If everyone does a search on Google and clicks on the second listing instead of the first listing, because the text and the title’s more appealing, what do you think that tells Google. It tells Google, hey, everyone finds this second listing more relevant, so let’s move it to number one, and let’s move the originalone that was ranking at the top back down to number two. So you want to make yourtitle’s super-appealing, and the easy way to do this is, you put your keyword close tothe front because someone’s, typically, searching for akeyword when they’re on Google, and then, you add amodifier towards the end.A modifier is wordslike buy, guide, review, online, offers, cheap. Sometimes, you can even include the year. Updated it in, and then,you would add the year. And we’ve found that,when you add the year, especially, for detailed guides, it drastically increasesthe click-through rate. The second element that youneed to look at is headlines. David Ogilvy always said that 80 cents of advertising campaign out of a dollar is spent in the headline. And it’s true. Headlines are super-important. A quick stat for you: Eight of 10 people willread your headline, but only two out of 10people will click through and read the rest of your copy. So if your headline’s not good, you’re going to lose themand you’re going to miss the main opportunity toget people to your page and read the rest of your copy. With the headline, here’ssome formulas, right? Use a number or a triggerword at the beginning, then an adjective, then a keyword, and then, a promise.Remember, your headline isdifferent than the title tag. This is, typically, thewording, or the phrase, or the sentence, title,whatever you want to end up calling it, that you use at the top of an article, or the top of a page. The title tag is what you show to someone who’s searching Google,and that’s what we discuss in the first point. But a headline is what’sseen on your own website in the top of the page. People read it, they’ll either bounce away or they’ll scroll down and they’ll read the rest of your copy. An example of someone notusing my headline formula is, let’s say, how to sell your house. Not that attractive, not that appealing. After using my formula, youcan end up using things like, how you can effortlessly sell your home in less than 24 hours. People are like, oh, cool, that’s great. I want to get rid of my home. I don’t want to put in that much effort, and I want to get rid ofit as quick as possible. You don’t want to bedeceptive with your headline.I’m giving you an extreme case here. Let’s say, you’re in thehome-selling business and you know that youcan’t help people sell their home in 24 hours,don’t put 24 hours in there. Maybe, you can do it within 30 days. That’s still a good promise that’ll cause a lot of people to click through. Some quick tips.Short and sweet. Headlines at around sixwords tend to do better. Use numbers in there. People love numbers. Just imagine yourself goingthrough the grocery store, in the checkout aisle, yousee all these magazines. A lot of them have numbersthere on the cover. It’s because they know numbers work. Use interesting adjectives. Try negative words like,no, without, or stop. Also, make sure yourheadline matches the content. If it doesn’t, you’re going tolose trust with your readers or your website visitors. When it comes to headlines,you also want to make sure that your getting a ton of shares on social sites like Facebook, or Twitter, or even LinkedIn, and here’ssome interesting stats for you, is when you’re lookingat two-word phrases, the word, how to, generates more shares than any other two-wordphrase that we’re seeing, according to BuzzSumo. And when you’re starting your headline, what I mean, start, theword at the very beginning of the headline, X WaysTo tends to do the best.The number, or the word, X, or technically, the letter, X, would be replaced with a numbersuch as five, 10, 15, 20. And when you’re thinking,hey, what number should I put in there for X ways, well, first off, howevermany ways you have. That would be a way to start. And another things to look atis the total number of shares. When it comes to numbers, the word, five, the number, 10, also do really well, and you can see that on the left graph when it comes to social sharing.And when it comes to thelength of your headline, think about headlines thatare roughly around six, seven, eight words, 10 words long. They do fine. If you go too long, you’re goingto get very little shares and, if you don’t have enough words, you’re not going to getthat many shares, either. If you want to get themost amount of shares with your website and your blog posts or your resource pages, makesure you’re using plugins like Social Pug, or Super Socializer.It’s a great way to addthe social-sharing icons to your site like I haveon the Neil Patel website, and it does help generate alittle bit more social shares. It doesn’t give you a ton more, but every little bit adds up. The next thing I want you to look at is the first hundredwords on your webpage. Your first hundred wordsis what Google’s crawling and they’re like, hey, ifthese are your first words, typically, what you talkabout in your first paragraph or two which is whereyour first hundred words usually are is going to bewhat the article is about. You would end up havingyour first two paragraphs have nothing to do what your webpage, your article, is about. That’s why they’re looking at your first hundredwords really heavily. And you want to makesure you’re dropping in your keywords within there.And you shouldn’t haveto manually force them in or stuff them. It should appear naturally. And, of course, you want toput ones that are more popular, the ones that are least popular, and you can use Ubersuggest. It’ll show you what keywordsare more popular than others. Next, it’s time to makesure that your pages are all interlinked together. So this is a cool graphic from Google, and they show you howthey’re crawling the web.When you’re taking yourpages and you’re linking page to page, to page, it allows their crawler, their algorithm, tocontinually crawl your website and index every piece ofcontent if they see fit. The reason I say, if they see fit, is, if they don’t feel thepage is that valuable, they may choose not to index it, or if the feel that the page is, doesn’t have have unique content, they may choose not to index it. And we’ll get into allthose things later on, but I just wanted to giveyou a quick overview. And internal linking is super-important. I rank very highly on Google for a lot of my head terms because I’m interlinking throughout my site. Another site that does this is Wikipedia. They rank for almost everything on Google because they’re interlinking everywhere. And you can see it.Whenever you read a piece of content, you’ll see those blue linksthroughout their text, because that’s the powerof internal linking. It’s what allows Wikipedia to continue to rank higher and higher. And here’s a cool graphicfrom Brahma Media. It shows you that, as youlink from your homepage to other internal pages,you can have your links just flow throughout your site. Typically, not always, but typically, your homepage has the most authority, because a lot of people arelinking to your homepage.And then, as you link toother pages on your site and you cross-link thoseother pages and those articles to other important pages,what you’ll find is, it can bring up the rankingsof your whole site overall. When you’re doing your internal linking, make sure you put inkeywords within the link. So, for example, here, you’re seeingkeyword-stuffing anchor text.That would be the text of the link. Here, I’m showing you the code. And the reason I’m showing youkeyword-stuffing anchor text is because, although Iwant you to put keywords within the link, andthat ends up helping you rank higher for thatterm, whatever it may be, like keyword-stuffing anchor text, it’ll help you rank higher. But you need to be careful innot just stuffing keywords. Because if it’s unnatural, it’snot a good user experience. It’s not just about addingin links and keywords. It’s about doing what’salso best for the user. You’re not just optimizing for Google. You’re also optimizing for users, as well. Typically, what I see is, ifyou have a 1,500-word article, you want to aim for at leastthree to four internal links. A lot of these links maybe backing up your claims or linking to other relevant articles and, if you don’t have threeor four, that’s fine.Don’t just shove them forthe sake of shoving them. Do what’s natural and best for the user. Next, external links. This is you linking to other websites, and also, other websites linking to you. A lot of times, you may be, “Hey, Neil, there’s my competitor. “They have some great data. “But I don’t want tolink to my competitor.” It’s okay. There’s nothing wrong withlinking to your competitor. I don’t it all the times because, if my competitor has someamazing stats and data, yes, I’m plugging them, butit provides credibility, as well, and it shows thatI’m an authoritative figure because I’m not justmaking up stats and data or making up information. I’m telling you what todo backed by real data.So that’s why externallinking is real important. It also tells Google, hey, you are similar to these other websites. And, if some of them link back to you, or other websites in the sameneighborhood link back to you, what I mean, neighborhood, Ialso have other marketing sites link back to me. It tells Google I’m a marketing site and I should be ranked formarketing-related keywords. If I had a pet website,and other dog sites link back to me, it would tell Google, hey, this site’s related to pets, or dogs, and you should considerranking them higher for dog or pet-related term. Make sure, when you link to the sites, you’re linking to trustworthysites that are reputable. Don’t just link to Joe the Plumber because you like their design. Make sure their data, their facts, are relevant and accurate, because you don’t wantto deceive your own users because it’ll reduce howmuch people believe in you and affect your trust.Now, with your website, youalso have a lot of pages. Your page all have unique URLs. URL links is really important, and here’s a cool graph byBrian Dean from Backlinko. When your URL link isaround 50 characters, you’ll tend to rank betterthan if it is 60 characters, or 70, or 80. So try to keep your URLshort and to the point. Keep them clean. You don’t want all these crazywords or characters in there, like the example I amshowing you on the screen with question marks and equal signs. You want to keep it clean, to the point. Use letters, use numbers. This is really important in URLs because, the more messy it is, what you’ll find is, the lower you’ll rank. And a lot of people are like, no, I want my URL to be really long so I can put in all my keywords.Well, Google will think that your URL is only related to somebody who searches for all those keywords, plus you’ll rank for thelong-tail phrases, as well. Long-tail phrase, just as a quick recap if you’re not familiar with that, is when people are doing a Google search for three, four, five-wordphrases on Google. With your URL structure, makesure you don’t include dates. I removed dates from my URLstructure on By doing this, I’ve boosted my SEO traffic by 50% in roughly 30 days. I kid you not. And here’s an example of it on a screen., you know, a date, 2019, a month, you know, 07, a day, /24, and then, the title of the article. By removing the date, Googlewill be like, oh, cool, this article is still relevant. Because 2019 happeneda long time ago, right? We’re way past 2019. But the article on how surveys can hook more customers, that’s still relevant in future years. But when you have a date in your article, Google will be like,it’s not 2019 anymore, so we shouldn’t rankthis article as highly.But when you remove the date, it tells Google, wait, thisisn’t a news-related article. It’s not relevant to aspecific time period. It’s still relevant in the future. So make sure you don’thave date in your URL. And if you have dates in your URL, you can’t just remove them. You’ve got to remove them and 301 redirect your old URLs, the ones with the dates, to the new ones, and I’ll go over that in the upcoming lessons. You’ll also want to makesure that you’re using a SSL certificate. Most of the webpages that rank on Google use that SSL certificate. This makes your URL, instead of HTTP, it adds that S at the end. So then, you’ll be HTTPS.You know, when you go to a website and it says Not Secure? Usually, it’s because they’renot using an SSL certificate. So you want to make sure that you’re using an SSL certificate, not only because it helps with rankings, but it also helps with conversions. Some general URL tips: Use hyphens, not underscores. Use lowercase text. Use characters that are safe. So no And signs, no Poundsigns, no squiggly marks or anything that isn’tletters, numbers, or dashes, to keep things simple.And try to keep you URLsat a max of two folders. Because whenever someone does a search, it may be your, and then, another word or two words. The slashes are folders. So you don’t want, ideally,more than two slashes. Sometimes, you have more buttry to keep in in that realm. The next tip I want to go over, the next factor, is readability.Look, if people are on your site, they’re there to read, and then, figure out if they want to buy, or consume information. But if you’re text isn’t readable, people aren’t going to stick around. I like doing things like keeping my words on my page really simpleand easy to understand. I’m not trying to impresssomeone who went to Harvard.I don’t have amazinggrammar or spelling skills. Keep it simple. Don’t talk above people’s heads. Use short sentences, that way, it’s easier to skim. I try to keep my sentences and paragraphs at a max of three to four lines. Sometimes, if I have more desktop readers, you can do five to six. But a lot of people are onmobile devices these days as I showed in previous lessons, you also want to use subheadings, you want to use images, quotes, lists, and call to actions. And now, I’m going todive into each of them a little bit more. So when it comes to images,you want to create images or use images siteswhere you can get images like, for free. You want to try to createyour own images when possible. People like custom-made images.Make sure that they’re compressedin size, they’re small. You don’t want them blurry. But there’s a lot of tools out there. If you just Google, compress your image, they’ll compress them andkeep the quality similar. So that way, they load faster for people. And you also want toconsider the dimensions for social channels, as well. If you don’t consider the dimensions, then what’ll happen ispeople won’t be able to easily share them onFacebook or LinkedIn. And you want to avoid stockphotography when possible. Yes, there are sits like Pexels for free that you can use as a last resort, but they tend not to doas well as custom images.With your images, youalso have to keep in mind that Google can’t see them, right? Remember how I showed you how Google looks at a page when you go to Browseo? So you want to use an Alt Tag to describe what your image is. And you can see here,that little code snippet,

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