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Search engine optimisation (SEO) for tourism businesses | Part 1

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Good morning and welcome to this ninth in aseries of webinars delivered by VisitScotland in conjunction with Business Gateway’s DigitalBoostprogram and part of a recovery package of webinars aimed at supporting tourism businesses asthey look to reopen when feasible my name is Andrew Craig from VisitScotland and thismorning I’m joined by Janine Marriott hello Janine hi all just a quick reminder before we getstarted junior this morning um on search engine optimisation you’re all in microphone slash webcamoff mode and we’ll be distributing a link to the pdf version of Janines presentation at the end ofthe webinar as well as asking for um your feedback via a link that will distribute at the end aswell if you have any queries about any aspects of search engine optimisation then please ask themvia the questions tab in the go to webinar control panel and we’ll spend 10 to 15 minutes at theend discussing any questions that you might have and just a quick reminder from DigitalBoostthis is a screenshot of the home the program delivers a lot of free services including up to21 hours of one-to-one specialist digital support that’s of course subject to your applicationbeing authorised by a BusinessGateway advisor and you can apply either online or by callingphone in your local business gateway office all the contacts are on the websiteand the website also offers a lot of what details and workshops and webinarswhich are taking place at the moment book your place again on these webinars on thewebsite and then finally there are a lot of online guides in fact 21 digital topics and there’svideo tutorials on a further nine digital topics that’s probably enough for me for now so i’llnow pass things over to Janine Marriott who’s here representing his usual targeting innovationand is going to lead today’s session so Janine i’ll pass things over to you now and i’lljust make sure that we can see your screen so that should be you know i’llswitch my webcam off is that me yep thanks me i’m down here switch my webcam offas well there we go so thanks for having me along today the goal of this webinar is to give youa few helpful small tips and tricks that you’re going to be able to start working on today that’sgoing to help get your tourism business in front of the right people and at the right time now whenyou understand how search actually works and the reason why you’re going to be doing it and thereason also why you see the results that you do when you put your own search terms in it’sgoing to make it a lot easier to think about the type of content you’re going to be creatingfor your customer so we’re going to be looking at the way your customer has changed the waythey search as a result of the pandemic and the changes that you need to make now to yourwebsite we’ll look at the different ways google presents information depending on the keywordsthat people put in where those results come from and most importantly what you can do to helpincrease the chances of you being shown there too so the agenda today what is actually seodo you know you know how search works understanding and researching your keywordsunderstanding different search results and how to measure your optimisation and yourtraffic efforts at the end we’ll have a quick chat about paid versus organic marketing and alsolook at the holiday intentions of the uk consumer and how it affects the content that you produceso VisitScotland have got reports on their website about the new holiday intentions of uk consumerand we’ll go through those a little bit as we go through so before we actually get startedon the webinar we’re going to do a quick poll just so that VisitScotland can get an understandingof where you’re at and more what more helpful information we can put forward for you in thefuture okay so hand over to Andrew for that followers do you know what it’s meant by searchengine optimisation very simple response yes or no and there we go jenny knows the results of thepoll so 93 say yes they do and seven percent say no they don’t so yep the second pollthis morning is simply do you have a website yes or no and as you would expect very highnumbers for yes businesses do have a website 91 and 9 don’t have a website you mean so okay aswe’d expect yeah i think that that is what i would expect i think hopefully this webinar beable to help those that don’t have a website as well the ones that are putting it in theplanning stage they’ll be able to take on board what we see what we talk about so that’s greatthank you as we see most of you actually do know what search engine optimisation isand for those that don’t it’s the process of making your website easier to understandby search engines and friendlier for users an organic search is anything that people click onthat you haven’t paid for okay it’s not an advert so for lots of people when they think about searchengine optimisation they immediately think of it as a dark art and it’s something that’s socomplicated it’s something to shy away from and quite complicated and scary and for otherpeople i come across sometimes it’s just a case of googling search engine optimisation stickinga few keywords in and sitting back and waiting for the results and there’s a lot of differentfactors hundreds that are involved in making your website stand out in search resultsand search engine optimises like me spend a lot of time looking at these differentsorts of results and every single day learning about what’s new what’s changing what why it’sdoing it where this information is coming from so there’s a reason why there’s developers there’sa reason why there’s designers there’s a reason why they’re search engine optimises and you as abusiness owner cannot be all of those things too okay there’s a reason why you’re brilliant at whatyou do and there’s a reason why some aspects of it you need to ask for help but there are thingsthat you can do that will make a big difference to your results and when you understand whyyou’re doing them it makes your life a lot easier now the reason why you’re actuallylearning about search engine optimisation is to increase the quality ofthe traffic to your website it’s not just the quantity of it and we’ll lookat that a little bit and more along in the webinar so the truth of the matter is that seo isa huge topic but you can split it down into subsets which aren’t necessarily differentprocesses but it’s a way of breaking down a complicated process into smaller chunks contentseo which is what we’re going to be concentrating on today is all about the relevancy and thequality of the content and how to make it better and ideally you want to be publishing contentthat users love visitors love when they get to your website and that search engines canactually understand that’s the best combination and it’s where you’re going to get the quickestwins okay it’s important to understand as you go through all of this that google actuallyranks pages it doesn’t rank websites as a whole okay which is why it’s important when you’relooking at all of this you’re taking page by page and you’re optimising each page to the bestof your abilities not just saying right i need my website to rank it’s certain pages it’s alsoimportant to recognise that it doesn’t matter what page somebody comes into on your websiteokay a lot of people get hung up on why is this page not ranking for this search term butall my traffic’s coming through from this page all the traffic is coming throughto your to your website that’s great doesn’t matter what page as long as whensomeone lands on it it’s really easy for them to go and find the information that they’relooking for and for them to take an action that you want them to take and that might be to phoneyou to complete the booking to fill out a form whatever action you want them to take aslong as it’s easy to find it then you’re fine another question we get asked is why do youeven need a website these days and obviously the massive proportion of everybody on thiswebinar has a website which is great a lot of people argue that all of their activityalthough their contents done on social media but your website is your home of your content okaythe first thing somebody’s going to do when they hear about you is google you so your websiteis your digital shop front so where you take pride in people visiting your actual premisesit’s the same for your website you can share the content on your website wherever you like butit’s the home you’ve got control of it and you can show how that information is presented to theworld on your website nobody can promise you page one number one result for a particular search termin a particular and set of time okay search engine optimisation does take time and even when you’veimplemented the changes you need to do you’re not going to get hundreds of people suddenly landingon your website okay they’ll come in time but we need to give time for the search engines toactually find your content and read it so as well as optimising your website you need to alsogo and hang out where your customers are online okay for example Scotland holidays staycationsgroup and Facebook in just an example go and speak go and listen to what people are sayinggo and speak to them there start encouraging people to visit your website as well okay thereis no point sending anybody to your website unless there’s something for them to do there sobear that in mind that we’ll talk about later on before you do anything and we’re goingto be looking at keywords in a minute it’s really important to take the time to figureout who your customer actually is now writing content can be the most frustrating thing atthe best of times okay and I know that I find it frustrating as well but it’s a lot easier whenyou know who you’re talking to and when you’re writing your content after you’ve worked out whoyour customer is if you imagine them standing in front of you and you’re saying oh we’ve justbought these new fluffy pillows for our home your customers saying standing in front of yougoing so what does that mean for me then you’re thinking well what that means is that when youcome in from your walk blah blah you’re going to get a better night’s sleep so you have to know whoyou’re talking to if you’ve been on any webinars hosted by BusinessGateway they’ll VisitScotlandyou will hear the presenters talking about avatars and customer personas all the time and the reasonfor that is because it’s crucial okay the way your customers search has changed now since covidthings are different things are important to them and although you already have probably have greatcontent on your website i’m not saying that you don’t it’s now time to readdress it to make surethat it’s still relevant every piece of content you create you need to know the reason why you’redoing it and what you want someone to do as a result of reading it okay there’s no point talkingabout the fantastic new booking feature that you’ve got on your website if there’s no bookingbutton for someone to click and i know um graham care did a webinar i think last week the weekbefore on um making your website work so i would definitely encourage everybody to go back andhave a look at that in combination with this one as well as working out whatyour customer needs and wants what are you doing it for okay now the reasonthat you’re doing search engine optimisation is to increase the quality of trafficand hopefully improve the positions in search results that you’re getting for variousdifferent terms but from a business perspective are you doing it to build brand awareness is thata new business that people don’t know about yet are you looking to generate more bookings or areyou simply wanting to more simply but wanting to send a lot more traffic to your website so youcan then remarket to the customers via an advert okay really think about what’s your purposefor doing this because when you can work that out you know what you’re measuringand what you measure you can fix change it this is part of a report that VisitScotlandhas now on their website and it’s looking at the holiday intentions of the uk consumer you probablywould have heard this time and time again as well but you are not your customer okay now youprobably will fit into one of these segments and whether people’s views on covid whetherthey’re likely to take uk domestic breaks for either reasons that they have themselves orwe’re not being we’re told you’re not allowed to travel they’re too frightened to travel theycan’t afford to travel or they can and they can’t wait to travel okay you will fit into one of thoseand the natural um natural way that you will write will probably be from your own perspectivebecause that’s what you know the best okay but when you’re doing that you’re potentiallymissing out on another five segments okay you’re not writing for you what you think doesmatter in normal life of course it does but when you have to take yourself out of yourhead and put it into your customer’s head and you will write in an entirely different way andyou’ll be writing for these other segments as well they don’t know that you exist yet okay theydon’t care that you’ve got this new gadget that guarantees them a certain i don’t know smellwhen they reach the room or whatever it is they’re looking for a solution to aproblem they’re not looking for your brand necessarily unless it’s a repeat customer butto encourage new people coming through to you they don’t know you they knowthat they’re looking for a problem for a solution sorry to their problem and thatproblem might be you know i i’m i want to take my young children with my elderly mother to ahotel for example and so they need something that something for their kids to do something thatthey’re guaranteed hygienic and healthy to try and protect their elderly parent they don’t knowthat you’ve got this thing that’s going to do that i’m not saying don’t talk about it on your websitebecause that might be the difference between um they’re making the decision to come to you or notbut just keep in mind it’s the solution they’re looking for okay now whether your customers knowit or not they’re going on a journey when they’re starting to plan their trip now as well as youknow who you’re talking to you know what they’re there the way that they’re thinking now andwhat they’re looking for and now it’s time to make sure that your content is going to reachthem at every different stage of their journey okay now at different stages of their journeythey’re going to be using different keywords and they’re going to be having different ways ofsearching everybody searches in a different way okay some people speak into theirphone some people use a desktop and they in different places so different placesdifferent gadgets different words that they use and with search engine optimisation is it’s thetask is to try and get in front of those people at every stage of their journey okay whenthey’re searching in different ways they’re also going to be shown different sorts of resultsbecause google works on relevancy and it wants to show that customer your potential customer thetype of information that is so relevant to them that they don’t need to go anywhere else so yourcustomer doesn’t know they’re necessarily going on a journey you do okay and we need to look at thedifferent sorts of um content that they’re shown so for each segment that we saw in theprevious slide if you worked through each one and have a look and say this ismy customer at this stage of the journey how will they be thinking youknow what’s important to them what are their needs and what do you want them todo when they come to your site you’ve got two jobs to do your search engine optimization okay oneis to get them on your website in the first place and the second one is once they’re on your websitefor them to look at your content to either you know watch a video see an image read your words ithink that is exactly the business that i want to either visit or stay at or take my kids to etcokay now in the next week part two of this webinar series we’re looking at more you know how wherethat your keywords go and what point is important to try and get them to click onto your website andtoday we’re just looking at the types of content google is all about the intent and the relevancyof the search goal search term the main goal is to give your potential customers as i said onepiece of information that is so relevant to them that they don’t really need to think aboutlooking elsewhere and the biggest clue that you are going to get as a business about the typeof information google likes and thinks is relevant for a certain search query is the informationthat is going to give you back so if you were to do a search for a keyword and put a keywordin that you think at the moment that somebody is likely to search for when they’re looking foryour business ideally an incognito search or one of your friends or relatives to do it foryou so you google isn’t looking at your history and you are shown a load of images for examplethen google thinks the information that you’ve just put in the type of search you’ve put inwhat you want to see what’s relevant to you are a load of images okay you don’t have imageson your website that’s straight away you’re going to be thinking i’m going to get some images ifyou were doing a different sort of search and it gave you a directory listing or a catalogue typepage and that’s not what you have on your website then that’s another idea for you to say rightgoogle thinks this is relevant google thinks it’s relevant to show this page of catalogueresults to me when i put in the search query and i don’t have one so it’s just looking forideas as well google is going to give you a lot a lot of hints if you know where to lookfor it about what the best thing is to do so google’s rank brain is a machinelearning search engine algorithm and it is all based on intent of the keyword okay so itmight be you might be shown a map an image a video a normal link but do some researchand have a look at what you see so before you even begin your search google’sorganised information about the web pages in their search index so you may have heard this many timesit’s like a library but obviously it’s massive okay now google’s going to follow three stepsin order to generate result results back from these web pages the first thing it’s got to beable to do is see what pages exist on the web okay so google is needs to crawl your pagenow a lot of times when new websites are built you can basically click simply put click a buttonin the back of the website that says google do not come anywhere near this website until i finishedit because it doesn’t want to start reading it now sometimes that button is left ticked it’snot unticked which means google won’t find your website okay so there’s different tools that youcan use we’ll talk about them in a second to make sure that google can crawl your website so thespice will come in read your words yes i can find your website once it’s found your pageit needs to be under able to understand the content that’s on it and the beta that googlecan understand the content that’s on your page the better it can then match it to and peoplewho are looking for your content in the future and that’s the bit that’s called indexing there’sdifferent ways for to make sure that google can understand the information that’s on your page andagain we look more at that next week next Monday so when a user types in a query google triesto find the most relevant answer from its index based on lots of different factors okay it’strying to look it’s looking at the language it’s looking at the intent it’s looking at thedevice you’re using and also the history of your searches and then it’s going to give you whatit believes is the best suited for that keyword so to increase your chances of your site beingcrawled there’s three four things that you can do so i said just now first of all you want tomake sure that google can actually reach the pages on your site and they look correct there’sdifferent tools that you can use for this and when you get a copy of the slides there’ll beum a url you can go to that simply you put your domain name in press the search and it willcome back and simply put it will say yes we can read your pages or no we can’t okay you needto make sure that your website is mobile friendly and again in the slides there will be a link tothe mobile friendly test but remember on here that google ranks pages it doesn’t rank websitesas a whole so if you’ve got your important pages on your mobile and obviously one of the mostimportant ones is going to be the checkout page or the booking page etc you need tocheck that that’s mobile friendly as well now google has got a new set of algorithms searchsignals out that you might have heard of called core web vitals but again simply put we needto make sure that your web your mobile site is fast as we always have been that it’s got a gooduser experience on it and that it doesn’t wobble when you use it if you go into somemobile sites you don’t see that they shift they wobble a little bit youwant to make sure that yours doesn’t you can get really caught up in the differenttools that you can use for checking your website one of the best things i recommend thatyou do is get people to use your mobile site but get people to use your mobile siteall the way through to the booking process okay because quite often it’s when you get tothe last stage that’s where mobile versions of websites let you down you want to makesure it’s really easy to use and fast to load for the person that’s using it and usingit on different sorts of mobile phones as well okay you first create a website you should submitwhat we call a site map which is a gentle way of saying to google here’s my website please can youread it okay google will find pages through links they might have visited certain pages before andit might be referred by certain other sites but you can also you can request that google re-readsyour site if you’ve made changes to your page buy a free tool from google called search consoleand we’ll look at that more in um next week so these links to these pages will be in these tothese sites sorry will be in the slides as i say you want to have a good navigationsystem with an internal linking structure and what i mean by that is whensomebody comes onto your website can they find what they want to do okay get peopleto test it come in and say to them can you go have a look at this book this event do you knowbook a room or whatever and see how easy it is for them to do it to find your content again if you goback and have a look at and graham’s website you get more information on doing that the reason whythat’s important for search engine optimisation is because when we’re talking about googlewanting to give people the most relevant results it also wants to give people useful results okayif you have got people coming in on your page and finding it useful they’re going to spendtime there they’re going to spend time having a look around completing and watching videos doingwhatever it is they want to do and that is going to send a signal to google to say this page isimportant people are finding it useful okay people are finding it useful let’s show it to more peopleright so the whole user experience and navigation system as well as making your website work that’show it comes into search engine optimisation this has gone into in more detail next week andbut just to give you a summary of it to increase your chances of your site being indexed googleneeds to know and understand the information that’s on your website if you have got a lotof content on your website it’s all jumbled up it doesn’t read properly for normal people letalone search engines it’s not structured in a certain way and the content on it really is quitespammy you maybe think that the words that you’ve written were useful for search engines and butit’s sending the opposite signal google is not going to necessarily index that okay because itwon’t find it useful make it as easy as possible for google to understand short titles structuredcontent headings paragraph and useful information and then having a look at increasing the chancesof the site being served and ranked in the in the first place again it’s like a combinationof these two things that we’ve just looked at nobody is going to wait for a slow siteyou know that yourself there’s too much competition if something’s taking it’s timeto load straight off onto the next one okay you’re not gonna bothertrying to navigate yourself um around a mobile site that’s not friendlyeither you’re not going to want to blow up the text to have a look at it again toomuch competition okay so the user experience useful content and a fast page is going to helpyou a lot with your search engine optimisation so we talked a lot about keywords um and therelevance of that so we’re just going to quickly go over then what they are and how you find themwhen to use them so keywords are words that you put in or your potential customer is going toput in when they’re looking for a search query and they’re also words that you’re going touse on your website to encourage people a to find you in the first place and b to take anaction in the second place once they’re there okay all the words on this slide are keywordsso any combination of words that you put in is a keyword but they’re different types ofkeywords and different types of keywords will show you different sorts of results okay so when we’re looking at a keyword thathas between one and two words in it we call that a short tail keyword okay theseare automatically not obviously can’t speak for everybody but people want to want to rankfor these short tail keywords it’s a natural you know a natural tendency to want to doand i understand that but the fact of the matter is when you can go back and realise thatgoogle is going to show results on intent okay there is not much intent behind this keywordScottish tour it’s too short it’s too generic it’s massively competitive and if you gettraffic to your website for Scottish tour the likelihood of it converting is really lowokay because the person that’s put in that doesn’t hasn’t really nailed down what it is that theywant yet and the results that you see will you know reiterate that okay so here you’re havingScottish tours official tours of Scotland since 1907 really generic it’s not it’s not anythingspecial you’ve got um obviously VisitScotland there that’s got a variety of Scottishtours on its wall to try and get somebody um interested and give them ideas of types oftools that they want and really that’s what this keyword is they’re looking for ideas they’venot necessarily made up their mind yet okay when you get a longer search term like you’restarting to narrow down and it’s becoming less competitive and there’s a lot more intentbehind this this person that’s putting in tour of Scottish gin stories knows what sort of tool thatthey want to go on and again the types of results that you see in um their search results are goingto be more tailored to this sort of query okay the competition for this is less and the intentto buy is a lot higher so the more detailed a description that somebody’s putting in in termsof a long tail keyword the more they’re the higher their intent to buy and the higher the chancesof them converting if they land on your website okay so you would use these for targetedpages and specifically product type pages or really detailed um talking about yourbrand your product that you’re selling the short term keywords i’m not saying don’tuse them you absolutely should use them but more kind of a sprinkle throughout your content okayin the days gone by we were ranking a website you would and i you know we went to the bankfor Scottish tours okay well let’s put Scottish tourist Scottish tours Scottish just a few timesat the top sprinkle it loads of times in the in the paragraphs and the content let’s make surethere’s some at the bottom and that years gone by google obviously is a lot more intelligent now um and the it’s almost working on a humanbased type of understanding it can ha it can understand what people are looking for okayso it’s not as simple as how it used to be so a graphical representation of long tailcompared to short tail keywords so the ultimate short tail keyword one word tours is reallyhigh competition and saying on this charts where we’re looking at high cost search engineoptimisation isn’t free a lot of people think it is free it takes time your time isn’tfree if you’re paying another company to do it can be incredibly expensive dependingon the again the type of keywords that you might be adamant that you want to rank for it’sgoing to take a long time it might never happen for you to rank for a search term such as toursbut when you say you decide and understand why you it’s more important for you to rank for tour ofScottish gender distilleries obviously if you’re in the gin industry but relative to whateverindustry that you’re in it’s a lot quicker it’s a high poverty higher probability of conversionand it’s going to be a lower cost to you okay you have evergreen keywords and these keywordsare its content made of these types of keywords that is going to be around for a very longtime okay it’s always relevant it’s historical it’s educational it’s informative and it’sperfect type of keywords for you to write in blogs posts um and to also if you havea page and you’re just thinking i need to write more content for this page using evergreenkeywords is going to send traffic to your site it’s not only going to send traffic to your sitebut it’s inadvertently you’re going to be creating content that people like to link to okay we’lltalk a bit more about linking and further on but the more edu educational informative interesting content that you have people liketo link to that to share that sort of content and it just makes for nice pieces of content onyour website okay and again if you have if you are creating content based on evergreen keywordsand people come to your blog great as long as when they’re reading it i think that’s reallyinteresting i actually be interested in finding out more about this business and going on one oftheir trips or excursions or whatever how do they do that make sure there is something on that blogpost to say book now or contact us or whatever don’t lose them when you’ve worked so hard toget them on your website in the first place now this slide is showing you the results thatgoogle thinks is relevant for when somebody puts in a product type keyword okay now the imagesat the top are adverts and again bear in mind you are not your customer just because you’resitting there thinking well i never click on ads it doesn’t mean your customers don’t okay butthe point i’m trying to make here for search engine optimisation is google thinks images arerelevant adverts obviously but images are relevant for product keywords and if you are sellingmemorabilia or you’re selling gifts on your website whatever it’s unlikely somebody’s aboutgoing to buy a gift without seeing an image of it they want to visualise how what that’s going tolook when somebody opens it if you see what i mean so again you’re looking at what’s relevantand making sure you’ve got that content on your website the organic results that you seeunderneath um the ads again are very specific we’re looking at how is this worded gifts virginlovers gifts virgin lovers there’s two different sites but still talking about and gin lovergift sets so i’d be thinking about in my content do i talk about gifs for gym lovers youknow what does google what words does google think is relevant for what you’re ranking forgeographical keywords local seo is next week but just to explain what you see here you’ve got umat the top of the maps usually directory listings or review sites and you’ve got visitScotlandthere too to the right and there’s adverts again and because they’re selling these gen toursas products with people looking for them near the near me types of searches it’s low searchvolume and it’s highly high intent again if somebody is looking for something near themthe intent to buy right now or order or book whatever it is a lot higher you’re also goingto see what we call the map pack okay this which is a group of listings underneath a map nowthese information is coming from your google my business pages and underneath that i know i’vegot it on the right hand side but there will be more um organic results okay nine times out often now you’re going to see this people also ask section and i’ll show you how to use that umto its full extent in a couple of slides time so we’ve looked at and hopefully makes sense thedifferent sorts of keywords that you have and the way in which different keywords present differentsorts of results okay now the keyword research then is figuring out which termsis it that you’re actually going to concentrate on which terms is it thatyour tourists are using to find you online and it’s one of the most important elementsof search engine optimization if you don’t do it you’re just kind of fumbling around in thedark it is worth taking time to do this right so google’s algorithm has evolved now to what wecall entity based search so in the past as i said it was very much matching those keywords exactlyto the what the person what you wanted to rank for but now you need to match the intent behind thesearch and what i mean by entity based search is that search engines have started understandingcontent like humans do okay so everybody searches in different ways from different devices andpeople’s results are different based upon their history of their search based on their locationand based upon the device that they’re using and you once you’re aware of that it’s going tomake it a lot less stressful to be honest because people get hung up and why does that looklike that there and not like that there because it is different it’s different for peopleand it’s going to make it easier to understand what the right thing is to do okay now when you’re looking at this slide if you come out of your tourist tourism head tourismbusiness head and just go back into you as an as a sat at home on a Sunday afternoon head probablystill thinking about your business to be fair but more as a hobby if you can look at this slide ina way that you would search for say a new camera then you can apply it to the way that yourcustomers search okay so you’re sitting at home thinking you need a new camera that’s allyou that’s it was your first search gonna be maybe best camera best cameras to buy in 2021 thatis a short tail keyword you know that is there’s no intent behind that then you’relooking for a good camera there’s thousands of cameras out there if you know what i mean butthat’s where you start your search you’ve got no desire at this time to buy a specific one soyou enter that search into the query it’s like to careerbox it’s likely that you’re going to thensee um paid and organic searches you’re going to browse through the ones that you think are goingto give you a good match click on something that’s appealing to you probably read more about it welli don’t know i could get a camera that does that come off your next search is goingto be new digital camera that um can capture wings flying at whatever speedi don’t know so your intent to look for a specific camera is a lot higher okay go on tothe website you follow the same process again until you find that make of camera that youwant okay and it’s that product you’re putting in because you’ve got had all these ideas you’velooked now specific your intent to buy is a lot higher but the process that you’ve gone throughhasn’t been just one set one click one search one decision okay you’re having a look around which iswhy you want to rank for specific search queries okay so where are you going to actually find thesekeywords ideas the natural place for me to tell you to start with will be google keyword tool soit’s a free tool from google mostly used for um google ads and people looking for words toadvertise on how much it’s going to cost them what’s the search traffic but there’s areally basic how-to guide to use adwords for just the keyword tool at the end of the sessionfor you so you can start with a generic keyword and it’s going to give you an idea of typesof words that you can use off that so what i would take from this although i’m onlyshowing you a slide with five keywords in it depending on the industry depending on thekeyword you put in you’re going to see a lot more but i’m taking from this i put in gin tour i sayall right okay there’s a the word experience i hadn’t used experience in my content i’m goingto use experience you might call it a tour other people don’t what you think is importantin your business and you have pet names but words that you call what it is that you do i don’t callthem that i’m not looking for that when i search nor to other people there might be five orsix different types of words that people use for the same thing and google is intelligentenough to bring in that context and recognise that what i would suggest that youdo i recommend that you do is use these words when you’recreating content to bring them in you can also put in a website so if you see awebsite that’s always ranking higher than you and search to in um the results and it’s frustratingthere will be lots of different things that go into why they are above you and they might not beabove you for the person next door for example but they’re going to be high up there anyway puttheir website in look at only their page and get examples from that as well okay so here notonly not only am i going to be targeting gin tour it’s going to make me start thinking aboutgin tasting do i talk about that in my in my concept i know i do it but have i includedthat in my content use that as an idea too another tool you can use for free tool is googletrends which is going to tell you which people are searching for and i know a lot of presenterswill go into google trends in more detail what i’m wanting you to take from this slidetoday is the related queries part of it okay just because you are wanting to promoteyour hotel or your business around you okay people are also looking for things around youthey want things to do near you they want to stay at your hotel and go for a walk or goand visit local shops so you talk about the things that are around you not just what youhave obviously you are your most important priority of course you are but team upwith people near you and think about you know can i talk about that walk so people arecoming for a you know playing on my trampolines can i is there a maybe something they can combinewith that is there a local cafe put the whole package together for them because it couldbe the turning point whether they book or not using google trends during the summer obviouslypeople were searching for things to do near them and with the rise in the number of peopleeither having to stay close to home or so the services you offer that used tobe targeted maybe for people travelling in there’s a higher need for things to do near youthis is where local search is going to kick in and that’s on Monday we look more at that googleis your friend google is going to give you a lot of information if you know where to look for itokay so these are three things i use regularly the alphabetical searches in google suggesttoo put in your main keyword and literally keyword a keyword b keyword c go through whenyou find a keyword that you have that resonates with you um or you know that that’s what youdo put that in and you start the whole process again and what you’re doing is creating a wholeseries of long tail keywords that have higher intent that are more likely to convert andthat is brilliant content for your website people also ask section you’ll see this time andtime again these are questions people are asking if you can answer these questions within thecontent on your website you’re inadvertently optimising your website for voice search too okaythere’s more that goes into it but this is a big part every time you click on one of these arrowsmore information another question will appear don’t copy the answers you know your businessbetter than anybody else you’ve got your own brand voice that’s what resonates with yourcustomers and your future customers and your repeat customers don’t be anybody else be youbut what i’m saying is take these titles of the questions and answer them because people areasking them and they’re not just one person that’s asking them okay bring that into your content ifyou’ve got a website where you’re talking about specific services and products rather than havingone big long page of frequently asked questions what i would recommend that you do is you mapthem out you plan them so if you’re talking about if you’ve got a I don’t know a trampoline anda bouncy castle and you’re encouraging people to visit them your trampoline questions are onyour trampoline page your bouncy castle questions on your bouncy castle page it’s not just onelong page of frequently asked questions okay coming to the bottom of the search results you’regonna have searches related to that query as well now when you’re doing your keyword researchit’s not just about optimizing your website or the words and the content that youknow about use it as well for ideas for um adapting your business so everybody’s had toadapt their business in some way and you know desperately racking your brains of what can ido differently what are we going to do now so what i would be looking at these results for andsaying right gin tasting at home and virtual gym tasting these are things that words you canincorporate into your site if you do them and if you don’t do them then it’s maybe ideasof things and obviously relative to industries totally get them using gin as an examplethat’s all relative to different industries and these things aren’t going to change because ifyou go back to your customer segments the person that used to be really you know wanting to go outand do gin tasting and now maybe shy maybe they’ve changed and even when they’re allowed to go outthey still would prefer for whatever reason to do at home okay or maybe they want to combine whatit is that you can do and offer them at home now another example using hotels obviously goingthrough same process every time but you know thinking a little bit differently in hotels withgood yeah and then you can have hotels without you know might be without childrenwithout pets without whatever it is you can use this for as long and as much in-depth research as you want to and it’s wellworth spending the time doing it and it’s free answer the public is another free tool youmight have seen on other webinars you can use a couple of times a day for free and basicallyeverything that i’ve just told you to do manually you can it’s collated and answered the public butit’s not as much detail okay when you are doing your own keyword research you’re getting ideas allthe time and one thing leads to another leads to another and it’s um exciting when you get intothe into the gist of it um but if that’s not for you and you want some ideas quickly then i wouldsuggest you use answer the public you put in a keyword and it generates all the questions not allof them a lot of questions off the back of that looking for synonyms for content on your websiteagain just really reiterating what i’ve said there we don’t want to repeat the same keyword overand over and over again people are looking for holiday they’re looking for escape they’relooking for vacation they’re looking for a you know experience all of these differentwords you can incorporate into your content i totally understand it the thought of writingcontent for a lot of people is you sit there be head in your hands think that i can’t do this it’sjust it’s frustrating it doesn’t come easy but everybody knows you know your business better thananybody else knows it okay and if anybody asks you about your business i’m pretty certain that youcan talk about it but then when you sit down and start trying to write about it and think i needto bring these keywords in and it’s too much okay so what i would recommend that you do and ido it myself now use um an app there’s a lot of voice recognition apps i use one called otter andjust o double t e r so i speak i answer questions as if i’m speaking to somebody um and i just talkand talk and talk and this app which transcribes it then i can send it to my email i can sendit to word google wherever print it out and then i’ve done my keyword research so i knowyou know what words i really want to be using i don’t know exactly when i’m set in front ofthe computer where they’re going to go but when i’ve got my transcript and then you go through andyou rewrite it and you edit it and you read it out loud again so you’re putting your brand voiceacross in your content which is so important you’re resonating with your customersbecause that’s the way you naturally speak and then you’ve gone back and then you’veoptimised your content with your keywords okay don’t try and just sit in front of acomputer and do it because it’s so destroying to be honest can we this graph and another freetool from google it’s not a google tool so it’s another free tool again just looking at differenttypes of synonyms and semantic keywords that you can use to sprinkle through your content ifyou if you had to choose one way of doing it i would personally use google to do it okayand go through the alphabet and the questions people ask in related searches if the idea ofall these tools is um doesn’t appeal to you a good keyword research tool is ubersuggest sothe seven day free trial i think before you get the paid version and a link to that will be inthe slides at the end as well basically you can put in a keyword a short tail keyword and itwill generate long tail keyword ideas and it will give you what this is going to give you aboveusing google is an estimated seo difficulty score so it estimates how much competition thereis for organic search but when you take into consideration the fact that everybody’ssearching in different ways etc it’s a very um it’s a generic number okay you want to be writinggood content long tail keywords rather than focusing on just one short tail one as i keepsaying but this is a good tool for more ideas this tool is one that i use on a daily basisand the reason that i like this one is because it will let you see the keywords that yourcompetitors are ranking for and the ones that you’re not okay so you can put in your domainname and then put in two of your competitors name and it will give you a spreadsheetwhere it will give you all the keywords everybody’s ranking for this webs this website’sranking for three this one’s ranking for two and you’re missing out on these ones so it is thereis a paid version of the two but you do get a 30-day free trial so if you’re clever um notclever if you can set yourself a couple of days aside to do your keyword research and go throughthey have fantastic training on this tool you can really do a lot of keywordsresearch within your 30-day trial okay now seeing where measuring your organic trafficum and the keywords that you’re already ranking for because there will be keywords that you arealready ranking for your site and you might be on page eight or you might be on page one butthere will be keywords that are generating your website to show okay now a lot of people will haveheard of google analytics and this is the obvious place to go for information on how people arebehaving on your website how where they’re coming from what they’re doing what actions they’retaking and you can measure the increase of your organic traffic your direct traffic referrals etcand again i would encourage you to go back to um the analytics webinar a couple of weeks ago lastweek i think um on google analytics and how to best use it you know analytics is a program againin its own right and it’s easy to get a little feel a little bit overwhelmed when you firstgo into it you don’t have to use every single part of it to get the information that that wewant for this purpose okay when you click on organic traffic in analytics any blue link thatyou click on in analytics can take you further and further into the platform but i want to seewhat keywords we’re ranking for now when you click on organic traffic organic search youwill get a list of keywords that might have shown up twice or three times but you will get anoverwhelming amount of this it’s like not provided which is not that helpful to be honest butwhat you can do is get this information from a tool called search console now insearch console again it said it is a free tool from google okay so analytics andsearch console working together is fantastic if you want to just look purely at keywords thenjust concentrate on search console for now okay this is an example of the slide is showing thatthese search terms have shown up this many times these impressions and search results you canalso go deeper and you can look at the pages that are showing up for these search terms andthe number of times people are clicking on them so search console again next week go into moredetail on this but it lets you see quick wins so you can get ideas again for types ofkeywords that you might not have thought about and you can see in it there’s a certain pageon your website that might be at the bottom of page one maybe and there’ll be some tweaks thatyou can make with your content and your keywords and the structure of your site that canbring it up a few places and the difference between the bottom of page one and the top ofpage one the amount of clicks you get is massive bear in mind though because of the way you knowyourself when you go into search and you might you see ads and then you see maps and then you seevideos and images and the standard organic results are going less further and further down okay soit’s harder to say right i’m on page one number one it’s difficult but it’s possible okay so youcan use search console for all of that information now i don’t think there’s any point in me sittinghere telling you about different search engines and how many people use them and you knowthat mobile usability is up whatever we know lots of people using mobile and will continue todo so and google is the biggest search engine okay now i speak to a lot of people all the timeand you know we talk about thing and different search engines and i am not by any stretch of theimagination saying that they’re not important i’m not saying to ignore them but what i am saying isthat google is the red line at the top of that um chart and there’s a reason why we’re concentratingon google today because that’s where the majority of the traffic is coming from now you have alsogot Facebook and TripAdvisor on Instagram and YouTube and everything else that you feel that youneed to be keeping on top of okay what you learn when you’re doing your search engine optimisationyou can apply to other places that you are um optimising for on the search engines okayFacebook is a search engine in its own right and all of these different platforms have theirown sets of algorithms that change regularly okay it’s really difficult to try and keep on top ofthem all near impossible but the one thing that they have got in common is they all want togive the person looking through them the most relevant results and the relevant results comesby the way that somebody searches and the way someone searches is coming from the words theyuse so take the keywords that you’re going to be figuring out after this webinar and go back andhave a look at your Facebook about section and you know how do you describe yourselfon TripAdvisor or whatever and make sure that those keywords are resonating withthe person that you’re talking to okay now we have spoken a lot about the different sortsof results that you see and the different keywords that you use and it would be wrong for me notto bring in a little bit about um the growth of voice search voice search is a webinar inits own right it’s a topic in its own right but when we spoke before about you answeringquestions that you see in google search results and you’re inadvertently answering questions andoptimising your um your site for voice search google brings these answers in from differentplaces and all the search devices have to get their information from somewhere and then youthink where is that information coming from okay so this further slide here is a briefoverview of where the content is being pulled from what to take away from this is that you can seegoogle not surprisingly brings its information in from google my business Monday and googleitself okay Alexa we’re talking about search engine optimisation is pulling information fromother directories namely yelp and next okay and you can see also on their apple maps connectand thing so when you are looking at where your business is online and you’re optimising yourwebsite take away from this as well if you wanted to start optimising for voice search make sureyour business is listed in yelp and next and Bing okay and the keywords that you’ve learned andthe type of content that you will be writing in on your website don’t just keep it toyour website you’re putting a lot of time and a lot of effort into actually writing thiscontent and thinking who your customers are when they google you make sure every place thatyou can be seen is given the same impression okay those customers might find you on yelpthey might find you on yeah they might find you on google my business but they need to know it’sthe same business you don’t just keep it for your for your website okay you’ve put in too muchwork to do that paid versus organic traffic really here is just to reiterate the point thatsearch engine optimisation is not a quick fix okay it’s absolutely 100 worth putting in the timeand the effort to get the content right and to optimise your website definitely need to do thatbut you need to be realistic with yourself and these things take time and there’s a reason whysome websites seem to rank really quickly and some websites are going to take a bit longer to dothat okay it might even be you’ve got a brand new website it’s not going to end up on pageone number one next week okay unless you are you know a really random keyword that nobodyever searches for yes and that’s possible you can do that but realistically it’s not it’s notgonna happen it takes time it builds up but it’s really well worth doing okay if you want reallyquick hits to your website the only way of doing that is really through paid search okay and thatagain obviously is another webinar another topic and that’s something else to do but it’s justto make sure that you set your expectations go back and let people know that your website isthere as i say right in your social media channels talk about your website listen to what people areasking in these forums and in these groups because going back to answering um what content are yougoing to put on your website content that people want to know about okay com people are lookingfor recommendations for blah blah blah if you’ve got that talk about it on your website get ideasfrom where your customers actually are online okay and then just to recap before we summarise and goto questions if you have to take one thing away from today it’s just one thing let it be that youget out of your head and into your customers head okay they don’t know you exist they’relooking for a solution to their problem and when you’re writing your content or talkingyour content into your app or whatever it is that you do imagine them then saying what so what doesthat mean because you will then go on and answer those questions in a lot better way okay rememberthat long tail keywords are going to bring in more traffic that is more relevant higher quality andmore likely to convert do not don’t get hung up on the fact that you your website doesn’t rank forthe search term that you think is important it’s not necessarily what your customers are lookingfor okay until you’ve done that keyword research and got into the head of your customer youyou’re not going to be able to figure that out so go through this heregetting to know your customer i know i keep going on about that give them a namegive them a face give them um children or not give them pets or not give them an income let themreally know how they think and what they feel remember everybody is searching in different wayson different devices next week we’re looking at local search more okay and local whether it’s nearme or whether it’s a hotel in Dundee i’m looking for those types of searches are different togeneric and my website is ranking for these types of searches okay we’ll look at them as i said nextweek again long tail keywords have higher intent let your know let your customers know yourwebsite is there okay don’t just wait for the search engines to read it send start sendingtraffic but make sure when they get there there’s something for them to do don’t do not takeso much effort into what you’re doing and so much care and effort to lose them either on thecheckout page because it doesn’t work on mobile or because there’s no call to action or there’sno downloader video inquire now phone us okay and remember it doesn’t matter what page your customercomes in on as long as it’s really easy as i said for them to take action as a result of findingyou so hopefully that all makes sense and helps a wee bit and i will sign over back to Andrewnow to take over thanks for listening to me Janine thank you so much that was notjust informative but highly practical and i completely agree with you on the customerpersona um customer profiling emphasis that you’ve just put across for so many businesses they don’tthink of it from the perspective of a customer but getting that mindset of what does a customer wantfrom me what does a customer want from my website what should as you rightly point out help us allin terms of the how we set our website but also the content that we put on our website atall as well that’s that question that he said so what question around and what customerswill we’ll be seeing it’s so relevant so thank you very much for that and there’ssome things that i’d like to share with you at the moment before wejust move on to some questions just a few um bits and pieces of information i’dlike to share and i’ll just um bring my screen up and firstly um Janines been talking aboutwebsites and some of you have asked this morning about or some of you in the processof setting up websites and something that’s is highly relevant just now is or has been in thepress a lot recently cyber security and cybercrime and don’t have your business ruined by randomhackers there’s an excellent just if you want more information on this there’s an excellent guidesmall business guide and i’ll put the um i’ll just put the link to that in the chat if you want moreinformation about cyber security and making sure your website and your personal details are secureonline then i’ve just put the link to that in the chat and secondly um Janines mentioned it alreadybut we have another search engine optimisation part 2 coming up on Monday next week that’sthe 29th from the same time 10 until 11 30 a.m. and there’s some useful links and resources onthis on the screen as well a few of you have asked about um slides being distributed and they will bedistributed in due course over the next couple of days and but you’ll always see the slides by emailJanine you’ve also created a handout haven’t you which yeah is a very helpful keyword plannerbasic keyword planner which means created a pdf you can download that just now if you look in theum control panel go to webinar control panel there should be a little section little handouts tab andyou can download the pdf and there and some of you are saying that the they can’t access the handoutif that’s the case but then we’ll get that added to the email that we send out as well um butthere’s the handout is available for download and then finally i just wanted to point out visitScotlands current marketing latest marketing campaign which aims to encourage everyone to enjoythe countryside country Scotland responsibly it’s under the um broad banner of Scotland yoursto enjoy perhaps you’ve seen um some of the there’s a couple of videos on YouTube a full 90second video and a shorter night 30 second edit if you haven’t have a look at them and then feelfree to um share on social media campaign tweet is um so the campaign hashtag is hashtag respectprotect enjoy share that on social media share the message join and share your responsiblestories your promises and your collateral if you tag member if you tag VisitScotland wewill see your posts and we’ll be able to share where it’s appropriate and it’s also a responsibletourism landing page which is visitscotland.com slash responsible dash tourism my colleague willput that in the chat in just a minute as well lots of information for visitors on how totravel around Scotland responsibly including links to the Scottish outdoor access codeto the interactive lock down map as well and then finally our visitor promise pagecan be found at the address you see in the screen there where we ask visitors to make aseries of commitments to responsible actions and behaviours to respect protect and enjoyScotland to its fullest and from a business perspective it’s not just open to visitors butit’s also open to use but businesses and you can say we as a business have signed up and pledgedto ensure that we are doing our best to protect and be responsible about tourism in Scotland andyou can view download and share any assets on responsible tourism artwork visitor promisepdf from our digital media library which is assets.visitscotland.com and i’ll keep that information up on the screenjust now whilst we have a look at some questions Janine i wonder if i could ask you to comeback on to your webcam again that’d be great um quite a number of questions this morningcolleagues have answered some of the questions um personally but there’s a few that ithought would be worthwhile flagging up um this morning one of these businesses askedhow would you use a keyword containing or pertaining to the sort of near me um synopsisthat google has a in either a blog post on your website what if you’re not using first personis near me or near you also good or does google understand if you say for example near Glasgowto show content to someone who searches for something near me and is basedor isn’t in and around Glasgow okay so near me searches local searches arebased on relevance prominence and distance okay so if somebody’s searching for near me thetype of results that they’re likely to see will be coming from google my business pages anywayso i would i would be concentrating on your um optimizing your google my business page and yourlocal directories which we’ll talk about more on Monday so for people some near me as a search thatlots of people use but because of the way that the phones and everything are evolving even if youdon’t put in near me if it’s a search term that google thinks is a local search term you’regoing to be shown local type results will be which will be the maps which would be google mybusiness so you would want to concentrate on them thank you yeah it does it does thank you quite anumber of morning are in the process of setting up a website for their business or changing to anew website and a few folk have asked questions around how to um ensure that they are able toaccess content on their website or change the content on their website when they’re signing upwith a web developer is there anything that you would want to say that they should specificallybe aware of and that they should perhaps bear in mind when setting up a new website in regardsto content that appears in the site perhaps as regards to getting access to analytics or thingsalong those lines so i would make sure before when before they change over move to a new sitethat they know everything about how their current website is performing from a search engineoptimization point of view for from first of all the words that your website is already rankingfor which you could get from search console and also the way what’s equally as important is theway the people are traveling through the website at the moment so if somebody puts in a searchterm into google and learns on your web page and doesn’t find that the content doesn’t matchwhat they’ve looked for with their intent kind of they’re going to come straight off or ifthey’ve landed on a web page and they can’t find what they’re looking for that they’llcome up so when you’re looking at a new site you’re looking at two things first of all the waythey travel through them to make changes to your new site and to make sure that you’re making themost of the keywords that you’re already ranking for so you want to pull that information out ofthem of search console first really get i would recommend a good audit of your analytics andyour search console first so you’re not missing the opportunities or what you’ve alreadyachieved okay once somebody has on the point of setting up a new website once somebody hasset up a new website another business is asked and is it important to keep changing thecontent in your website for example having a regular blog that you publish often or changingcontent around perhaps the seasons of the year how often should a business change andupdate the content on their website so you’re going to have you you’re going tohave your main pages about your website and into that that might not necessarily be relevant toalways change you can have your blog posts you can have really good blog posts that you cankeep updated so you’ll be using your evergreen content for that and you can add more content byway of blog posts as regularly as you want to so without getting too techy google giving you acool budget google will come in and read your page the more your content changes the more you’regoing to encourage google to re-read it but i wouldn’t be i wouldn’t be updating your main homepage and your main product pages and everything unless you’re continuously optimizing them youknow if you’re checking them and you’re tweaking them and things like that and yes but i wouldn’tchange the bulk of content and make sure that if one of your pages is ranking you wouldn’twant to go and then change that content do you want me i wouldn’t want to update that so iwould update by way of blog posts but leave the make sure you know what’s working and what’snot and optimize off the back of that okay yeah that makes sense that completely makes sense a few of you pointed out that um cyber securitylink for some reason doesn’t work which is ironic considering it’s a cyber security link don’tworry i’ll get that included in the post event email that will be sent out over the next few daysum what tips Jeanine do you have for prioritising content for instance if you have two productsand you want to prioritize one over the other what what makes you most money if you’ve got a product that when if you’ve gota big website and it’s and you think where do i start okay so i would start and you maybe gotcategories of different navigation structure and think right this is a little bit overwhelmingyou put it into chunks concentrate on what’s going to make you the most money first you know thehighest priority for your business is the one that you want to work put everything into thatand then tweak it and once it’s working and then and then put it into different stages of yourwebsite but definitely prioritizing that way thank you somebody else has mentioned that theyblog twice a week which is commendable i have to say and they ask the question Janine shouldwe submit a site map every time we post a blog no google will if you’ve got a site map and you’readding to your sitemap when your new blog is being added to it google will crawl it google will findit through that eventually depending on again your cruel budget and how easy it is to find it wherei would say to resubmit a url you can submit an individual url is if you’ve gone and you’veoptimized one particular page and you’ve been you really want a quick fix for it see likegoogle will find it but there’s nothing wrong with hinting to google can you please rereadthis but it depends on the speed i would wait a few days after you’ve done the blog post andcheck to see whether or not google’s read it and indexed it and if not then i would give ita little push but you can’t you can’t you can’t put yourself in a queue in a place in a queueyou’re still going to rely on google reading that um someone else has asked a question around umthe difficulty of especially for accommodation businesses of appearing at the top of searchrankings when faced with competition from the likes of large ota such as booking.com expediaand Airbnb that is correct they have a heck of a lot more financial clout than a smallbusiness would have but what i would say is you can use them to your advantage in what wefound is a significant number of visitors to ota websites will find a business listing on forexample booking.com and will then um one if they like what they see on booking.com will then googlethat business and then to try and find a website or to try and find out a bit more informationabout that particular business so ensure that i would say if you’re on um ota websites ensure thatyour information there perhaps not seo but ensure that your information there is as attractiveand as relevant and as up to date as possible to entice people and to make thinking oh iwouldn’t i’d like to find out more about that business i’ll have a little google search for themdo you know can i can i put a bit in there as well you see 100 agree with what you’re sayingand i think when we spoke in the webinar people have got two jobs one is to getthem on the website in the first place the second one is to convince them to convertso using booking.com as like two advantage so they found you on there and then they’regonna come up and they’re gonna google you what’s their answer that they’ve done that partof the job for you they’ve got someone to come and land go if you go through um the likes ofanywhere that people can leave you a review or leave your competitors a review and look atwhat people are talking about what they really liked about your place or somebody else’s placeand if you’ve got that because on your website then that’s where you’re going to convert themso you’ve got a brilliant opportunity to take all the keywords and long tail keywords andeverything that people like about what you do and put it onto your website so they’re gonnathink ah yeah you want them just to read it or see a picture for them to think that’s exactly why i’mgonna book through them yes indeed highlighting what they what guess like seems to be great adviceyou mean thank you so jane i think we’ve got time for one final question it’s around hashtags dowords with hashtags have any impact at all on seo are hashtags relevant to keywords at alli thought that was going to be the answer very simple and in fact no i’ve never seen any chat or um or testsor anything to do with hashtags in seo twitter used to be included as a rankingfactor by google and if you had a twitter feed google would bring that up pretty closeto the top of the page but and if i’m not i’m wrong and saying that they’ve stopped doingthis recently Janine no well for i thought you meant sorry for actually content on websites sogoogle is looking at everything that you do and if you are interacting on a certain Facebook pageor and people are writing relevant content then you are going to get shown those results but interms of content on your website then i wouldn’t um hashtags on Facebook changes all the time andpeople were using Facebook hashtags on Facebook all the time and then recently something changedon that as well i’m not a Facebook expert by any stretch of the imagination so i’d be wrong tosay this number of hashtags and that number of hashtags i don’t i don’t know the statistics butum I don’t know for content on websites no but for engagement and google wanting to show youthings that you’re interested in and that are relevant to you then using it in that way yesyeah brilliant Janine thank you so much for your time today and we look forward toseeing you again next week for part two.

As found on YouTube

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