 Thank you very much. Hello. Thank you for having me today I am excited to talk to so many people a little nervous to it was like five people here before and I was like Oh, I got this and now there's a lot of you, but just let me know if you can't hear me in the back But let's get right to it because I've got a lot of information I want to share and we have a short period of time So I will have to move through it kind of quickly But we will have time for Q&A at the end of the session and I'm also not running away So I'll be around if you have any questions. You can find me all day. So Today these are the slides if you want to jot this down real quick if you want to download the slides I'll show it again at the end. I do have to keep moving. So one more second on that and I'll show it again at the end So and really quickly some fun facts about me I'm a lifelong nerd started playing with code on a Commodore 64 when I was six started building websites in HTML in 1997 been working at SEO professionally since 2005 now an SEO agency owner of Payman marketing and stealth search and analytics both specialized in SEO and PPC Payman marketing works directly with clients and stealth works with agencies on a private label basis and Fun fact I'm a not-so-closet metalhead some people know that about me already Yes, favorite bands include kill switch engage fear factory and of course slayer anyway First and foremost, this is what we're not going to learn how to do today A lot of people when they think of writing for search engines or writing for SEO This is what they think of and this is what some people do This is what you should not not not ever do that really doesn't mean much more explanation You can you can see why that looks awful for humans and even search engines don't like this nowadays So we'll go over what you should do. This is the formula for success I know you can't see every step there, but this is what we're going to go over today step-by-step So we will go through each piece and I'll reiterate it again at the end But first of all, let's touch upon who you're writing for your website really has two audiences, right? human and search engines So what do humans want to see out of your content? humans want high quality advice natural sounding language and Short digestible snippets of information that they can skim through read through quickly Now what does search engines want from your content? They want high quality advice. So that's the same Natural sounding language also the same here's where it differs search engines like long length thousands of words the average page one ranking has 1890 words the actually the that so that's the average the most likely to get you ranked on the first page is Actually between two thousand two hundred and fifty words and two thousand five hundred words So that's where humans and search engines really differ and want pretty much exact opposite things So how do you compromise with that? It can be done First you want to pick a specific number of points about your topic that you're going to make next you want to write thoroughly about each point, but Break it up with subheadings for each point that you're making so it can be easily skimmed and digested and Include visuals throughout you know a lot of imagery So you can really get to a pretty high word count without it looking like a practical term paper If you use those subheadings and those visuals to break it up It's still skimmable and easily digestible for your humans and you've got your word count for your search engines So that that balance can be struck and not every single piece of content needs to be that long That will make it more likely that your content will be favored by search engines But you know other lengths of content do rank as well So and sometimes it's simply not appropriate to write 2,500 words, especially if it's like a product description or something on an e-commerce site So just when you can go you know fit in as many words as you can and make it make that compromise By breaking it up with subheadings and imagery Couple more things to keep in mind when writing for your human audience Like we said we want to provide high quality advice in natural sounding copy I'm going to break down with subtitles and Here's one thing unique to humans is to use catchy titles What do I mean by catchy titles or how to make your titles catchy? One of the most effective possible tactics for this You probably aware of this already is to put the quantity of points you're making in the title So like top five marketing strategies for success that number. It's just weird It's it really increases click-through a lot having that number in there Another way you can make your titles catchy is to add a sense of urgency or exclusivity So like there are only three ways to increase online sales that immediately makes me want to click on that like I want to know I want to know what they are so exclusivity and urgency work Identifying your audience if you're writing an article for let's say contractors you actually say Contractors in the title if I'm a contractor. I'll immediately identify with that be more likely to read it and Include the result of your advice in the title the with them the what's in it for them like Increase online sales as an example of this, you know, what are you going to get out of reading this article? You're going to get advice on how to increase online sales like I would increase online sales and Use powerful words. Here's some examples of some general powerful words Some of these are a little they know click baby like shocking But there's plenty of good ones that are not you know that either are essential is one of my favorites, you know top five essential Tips for achieving X result or so on So including power words in the title is helpful as well So all that will help attract more human readers to your content But actually if you get more human readers to your content your content will have more click-through and engagement metrics On the search engines and the search engines will see that so it is kind of a benefit to firm an SEO perspective as well So a couple things to keep in mind when writing for search engines You want to give thorough advice so that word count is high as we mentioned Naturally incorporate right sized keywords that people actually search for I'll explain what I mean by right sized right now When I talk about right sized keywords I'm talking about using a keyword research tool to pick phrases that have a search volume at or below Your site's monthly organic traffic number The rationale behind this is that if search engines were already willing to rank your site for Phrases that have a really large search volume Your traffic would probably already be pretty large So you kind of need to write size the amount of traffic They're willing to drive to you right now in the volume of the keyword This is not an exact science, but it's it's you know We found that it works if you want to write for a term a keyword term That's searched 90,000 times a month, but your site only gets 500 hits a month of traffic Search engines are not likely to trust you that much for that popular of a phrase yet. So hope that makes sense So to find out your monthly organic search number you can go into Google analytics Click on acquisition then all traffic then channels Set your date range to last 30 days or if you have a seasonal business in you know December was the last 30 days and it was slow Maybe just pick a different whole calendar month and then take note of your organic search number Then you go to your keyword research tool and there are a lot of keyword research tools out there But this is the one that is our favorite. It's called keyword tool. It's found that keyword tool die Oh, yeah, it's a pretty self-explanatory name And it is a paid tool the plans range from 48 dollars to 88 dollars a month if you do a lot of writing I think it's totally worth every penny There are other options out there that will give you some data for free usually partial data for free SEMrush will give you I think five to ten keyword stats for free SEMrush is very good But I like this one in particular because this uses Google's search volume data SEMrush and some other tools use their own database and I like to get the information straight from the source So I like that this one uses Google's search data So once you have your keyword research tool handy You want to pick a primary keyword for each piece of content that you're writing Like I said with a search volume at or below your monthly organic traffic number It's okay to go below the goal is not to go too high because then you're just a keyword to kind of out of reach to your site At this time hopefully build up your traffic slowly over time and bigger keywords come within reach So for example, if I wanted to write an article about AC compressor failure for an HVAC company Who has 500 hits of search traffic a month this search volume of 90 means that's that's attainable for that site You also want to pick a few secondary Supporting keywords to Google's very focused on AI and machine knowledge right now And they they're trying to really understand context a lot So you can't just take one keyword and only use that keyword about that topic throughout the content You need to pick secondary supporting keywords as well to flesh out that context So in the keyword research tool you can find a couple of examples of a couple of secondaries For example symptoms of AC compressor failure or causes of AC compressor failure if AC compressor failure is the primary You can and should also look at Google search suggest for ideas for secondaries This is a direct clue into what Google thinks is contextual for that topic So punch in your primary keyword in Google and just see what the other Secondary you know what the search suggest keywords come up and those are good contenders for secondaries One final tip before you finalize your primary phrase or even the secondaries is to Google each one of them and make sure that Google Understands the context of the topic correctly the same way that you do you'd be surprised sometimes you type something You think is so simple so straightforward into Google and you get results for something else entirely I forget what the primary keyword was once but I was checking something It was business related technology related or something and there was results about farming And Google my okay, that's not you know Google and I are not seeing eye to eye on this so got to go in a different direction All right, so back to that formula for success We're now going to go through examples of each step and then I'll reiterate each step one last time So the the first step is actually to pick the keyword we went over that next up You want to use your primary keyword in the title and in the opening paragraph or opening section of body copy Easy enough doesn't really require further explanation Next up this makes it really easy to use your primary keyword throughout and have it sound natural You want to do a quick summary? This is both for humans and search engines quick summary of the points the key points that you're going to make in the article Just in this article you're going to learn dot dot dot dot about this topic and include your primary keyword in the Subheading for that quick roundup and it sounds perfectly natural Next up you break down each point right thoroughly about each point, but break it up with those subheadings Include the primary keyword naturally and include the secondary keywords also naturally at least one each for the secondaries and Then you want to use your primary keyword in your conclusion subheading and in your conclusion paragraph So here's you know your key takeaway in the subheading and here's a paragraph summarizing what we've learned In this article it's easy enough to very naturally Repeat your primary keyword in there not having it sound like that first or look like that first horrible example that we saw in total you do want to keep note of your Count up your uses of your primary phrase and aim for if possible At least one time per 100 words that should not be hard to do if you follow that formula It should naturally already be in there quite a bit But don't overdo it not like that first example You don't want to go more than two times per 100 words So in a thousand word article for example You want to aim for about 10 uses of your primary keyword, but don't exceed 20 if you happen to be writing a shorter article and you're following this formula and you Exceeded that two times per 100 back down. It's more important to not overdo it in that case Quick frequently asked question about question phrases or frequently asked question about questions because I knew this was going to come up Question phrases are a bit tricky So if you picked as your primary keyword of a phrase that is a question, which is very common now with voice search It's really hard to repeat that question so many times throughout the article and have it still can sound natural So here's what you can do you can easily enough use it as your article title. That's pretty simple You can also repeat it in your in your opening section. So what can affect ovulation? That sounds perfectly natural too, but from there you can reward it reward the question as an answer and Google will understand this as You know, that's what you're doing. You're answering the question It will can still consider even though it doesn't match exactly your primary keyword It will still consider the article relevant if you just kind of restructure it so that you're answering the question So, you know birth control can affect ovulation. This can affect ovulation that can affect ovulation So that's just simply rephrasing the what can affect ovulation question into an answer XYZ can affect ovulation that will still work and Then you can easily repeat the question in your conclusion Summary, you know, so what can affect ovulation? Here's what we went over Very iterating the key takeaway So one more time through the formula of success step by step When so you start with keyword and topic selection when writing for humans You want to determine your few key points that you're going to make in advance so that you can break it down Nicely with subtitles for skimmability then you want to pick your first search engines and pick your right size keyword and Make sure it's not exceeding your monthly organic traffic number. Make sure it's right sized for you Next up in the title for humans make it catchy using the tactics we talked about inserting the quantity of key points Including exclusivity or urgency identifying your audience and using powerful words and then for search engines simply use your primary keyword in the title Next up in your opening paragraph for your humans you summarize the intent of the article So they know what they're about to get out of reading this article and for search engines You just use your primary keyword naturally in that opening paragraph After that you have your quick overview of your key points again to let the humans know what you're about to a little more in-depth what you're about to go over and For search engines use the primary keyword in that overview subheading Next break down each key point with subheadings for each for your humans. This is you know, good useful Genuinely helpful Information about each key point of the topic and for search engines This is your chance to use your primary keyword naturally again and to pepper in your secondary supporting keywords at least once each and then your conclusion subheading repeat the intent of the article in summary format and Use the primary keyword for search engines in your conclusion paragraph for the humans summarize reiterate the most important key takeaways Again a chance for search engines so you can use your natural primary Use your primary keyword naturally one more time and last but not least I didn't touch upon this yet But you'll always always always want to end with a call to action for humans. This is pretty simple You know, you're you're in a business of some sort You're putting in this time and you're writing for some purpose you want to tell the people what you want them to do It's surprising in like conversion tracking said or conversion rate optimization studies How effective it is to tell people what you want them to do you think it's so you know intuitive like oh well Obviously, they'll just contact me if they want my consultation. No, you have to tell them Next up you need to reach out to us or whatever Maybe you want to be a little softer and just guide them to another one of your articles So they don't simply leave just link to something and this is also for search engines because search engines like internal linking They like when they can crawl through an article and then have Google buy You know click on a link and go to another one You just create a natural flow of related topics or pages within your site So call the action effective for humans and effective for search engines when you link to another piece of content So that's it. We actually have more time went through really quickly We have more time for questions than I would have thought you can also email me questions or heavy metal music suggestions at that email Address there and there's your slide link again. So first question Okay, yeah, that is challenging. So the example of doing it wrong was you know, obviously trying to go hyperlocal Stop words is something I didn't touch upon that are totally okay So if your primary keyword is like that example showed I think it was family attorney Plano, Texas it's totally fine to put in a stop word which is a super short word like a and the in order to make something more natural sounding and So, you know, you can say such and such law firm has been a family They are so until person has been a family law attorney in Plano, Texas for x amount of years They open their you know family attorney law services in Plano, Texas in 1970 blah, blah, blah You know, you can put those stop words in to be able to relate You know a topic to a location and have it sound much more natural Does that kind of answer your question? But Right, that's true Some of the keyword research tools let you set the location So you're not just getting nationwide search volume numbers I don't trust the accuracy as much It seems as if when you change it to a specific geographical region the numbers like you think they would be Proportional topic wise to if a certain topic is really popular you're like popular nationwide. It would be popular Hyperlocal to I mean obviously there's factors involved that might make that not the case But just from what I've seen it doesn't seem super accurate But you can look at that data and take that into account and and use that for your right sizing as opposed to the nationwide Numbers, which is what you'll get by default actually I think global is default on the keyword tool that we use we change that to United States and Sometimes we'll check the local data although we don't fully fully trust it primarily we use the nationwide search volume numbers I Yeah It will ramp up over time because if you start out even with super small volume keywords 10 and 20 each Once Google starts to trust you know you write enough content about that again enough people come to your website about that Your traffic number will naturally go up then you can aim for your second tier Google will learn to trust you for those phrases and you aim for the third tier so it's not too limiting I mean it definitely requires patience some Yeah, each time you go to write a new piece of content check your number again Well, I mean if it's been a month, you know check your number again But there is a direct relationship between quantity of new content added to the website and search traffic and rankings It's basically I would have included a chart But it's just a diagonal line up like this. It's literally the more the better So if you start out with search volume phrases in the 10 to 20 30s if you the more you write the better Because you that's the quicker your your traffic will grow So it is a strategy that takes time and patience, but if you can push out, you know Articles weekly maybe even bi-weekly, you know the more you push out the more it will accelerate that process At first yes, and I mean if you're if you know you're gonna be going high quantity You're gonna be running eight blog posts a month You can maybe you know start out with a little overconfident and pick things that are a little over where you're already at Knowing that you know you're putting so much gas in the car So I say about the the quantity of new articles added it's like putting gas in the car So if you know you're gonna be refueling twice a week you could get you know Ame a little higher at first Yeah, so It's That's a tricky one it some if we are working with like an established business So it's a brand new website Maybe a brand new domain name, but they are a known business and it's not gonna be hard for them to get their content Linked to from reputable sources. They're gonna be doing PR and whatnot. We may aim a little higher Initially depending upon you know how big the brand is anywhere from 500 to 5,000 for a small business Who's really truly unknown is gonna take a long time? Conservatively, you know in the 50s Maybe maybe in the three digits some day. This is all just rough guidelines You know it you shouldn't abandon your overall Marketing strategy that makes sense in order to fit into these numerical guidelines This is just like you know sort of trying to stay in the same realm when you can But if you're a small business you're brand new and your topic is a competitive topic It might not be you know possible to pick phrases that are less than 500 that describe what you do And that's okay Just you know try not to go with the 50,000 search volume ones, you know just try to stay as close as you can It's not exact science by any means Good question it was if you didn't hear it. Can you accelerate the process by paying for AdWords? So there are some conspiracy theorists that believe that if you put money in Google's kitty They will in one area they will reward you in the other area I have seen a correlation between that but I don't I'm not like the conspiracy theorist about it I don't think it's just because you paid them I do believe and I've seen evidence that Driving traffic through AdWords to your content creates engagement metrics on your content and makes your content look popular and that then increases your organic traction Air-conditioning AC aren't just synonyms that replacement words right right do you tend to just stick to one or do you use that as a way to Like mix up the copy and reduce your saturation if you will I do try to stick with one consistently if possible so talking about different word variations like AC versus spelling out air-conditioning or Singular plural that type of thing It's I try to once I make my decision and try to stick with it throughout Unless it won't sound natural if I have to flip something from singular to plural to make it sound natural Right again, I try to pick you know if I rephrase as an answer try to stay consistent with the way I initially rephrase it, but if it's not going to sound natural then switch it up natural is sounding natural is most Important you know we're big believers in getting those keywords in there and how important it is to get those keywords in there But not at the price of sounding unnatural So just as much as you can do is a much consistency as possible the better Quick note about the looking at the search volume numbers though for the different word variations that Depends on what tool you're using how good they are at giving you the Broad versus exact type data, you know singular versus plural This that's one thing about that keyword tool I've shown that I don't like is sometimes and it's not their fault. It's because they're pulling Google's data Sometimes Google's data rolls a singular and a plural together or a certain variation together and they give the data just for the the one that they decided to favor and Then it then the keyword tool that we use will show the same numbers for each variation Which is technically not true and that bothers the data scientist in me, but you know, it's close enough One of the biggest challenges of all getting content out of clients, right How do you go about getting the content from your clients, you know If you're working on an agency or consultant basis, and that's what we do We actually don't provide writing services ourselves We either pull in an outside copywriter to work with that client or look to that client to produce their content in house So that is a huge challenge Planning ahead is the number one antidote to having challenges getting clients to send you content or approve content That a copywriter wrote We plan out content calendars at least two months in advance with ideally weekly article at least weekly articles in them So four articles a month planned out two months in advance We assign the top or if they give us the topic we either assign the topic or they give us the topic but we assign the keywords and We plan that out two months in advance get them to approve our keyword selections two months in advance And then we try to get all the writing back to us one month in advance So inevitably when they delay and don't get it back to us on time. It's okay We can still ultimately meet our content calendar deadlines, but so so we have someone else write it We assign the primary secondary keywords and the internal link and then they send it to us We review it make sure it was done right and then it gets posted That's a good question Honestly, I don't really I have not looked into that as much when I say so she was asking about sounding natural if it Should be like conversational because you know, you can write differently if you're writing for written text versus if you speak like if you Transcribed my talking today. It wouldn't look like a very professional article I haven't really looked into that too much when I mean when I say sounding natural It's just not sounding like that first example that I showed like in no context in no world does that sound Reasonable, so that's just what I mean when I say natural I'm sorry. I haven't been looking at you You mentioned that the more frequently you add content the better Kitty at her talk yesterday was mentioning that it's better to stick to a regular consistent schedule that you can keep to Aiming too high In not only for humans to come revisit but also for search engines to sort of figure out how often to crawl That's a very good point the the cadence and the consistency is very important I would also agree to go with cadence and consistency and frequency over length So if you have to go shorter and write shorter Articles in order to keep up that cadence and frequency I would vote for that versus holding off until you can write a 1000 or 2000 word in-depth article I still still aim to do that once in a while You know if you really only have time to write a 500 word article every week, you know try to aim for one Longer post, you know once a quarter or something. There is actually specific algorithm for long-form content In-depth content, so you want to take advantage of that So you'll get certain benefits out of the frequency And cadence of the shorter posts But you don't want to miss out on getting rewarded for having long-form content too So, you know, don't sacrifice your cadence and frequency but try to get a long one in there once in a while if you can That's what I would say Words that are in attachments like a PDF Right, okay So PDFs if you if you're linking to a PDF Let's see people do this sometimes they post their email newsletter as a PDF or as a word file on You know that's linked to you on from a page on their website Google can crawl those and it can see the keywords in them But for some reason it just doesn't understand them as comprehensively as it does Regular website content. So, you know, it's not like it won't get indexed at all If you put a PDF or a Word doc up But we say whenever possible turn that into a regular old web page Oh, well, yeah, so gated content like a lead magnet or something that would be different You would actually, you know If you're trying to get them to fill out a form in order to get to the PDF You actually want to block that PDF from search engines completely You don't want people to just Google and find it So you have to add what's called a no index tag to that page Careful, just add it to that page. That is the tag of death So if you accidentally enable that on the whole website, which by the way is under in WordPress It's under settings discourage search settings reading discourage search engines Site will be gone from Google and Bing and every search engine. So don't enable that there But on a page by page basis Yoast has an option you go to the bottom of the page And I think it's under like the gear or advance whatever that section is called And you can no index just that page or attachment How valuable are plugins like Yoast? Plugins like Yoast, Yoast in particular are super valuable Primarily from a technical SEO perspective. So everything we talked about today was content There is two other whole buckets of SEO There's the technical realm of things and there's the off page Like getting reputable relevant inbound links and stuff like that Yoast is super helpful in the technical arena It takes care of a lot of the technical requirements that the Google crawlers And all search engine crawlers want to see XML site maps, little nuanced rel canonical tags and stuff It takes care of a lot of that I do find that the keyword tool calculator thing Throws people off more than it helps sometimes Because they're so focused on getting that green light And first of all they think that that's actually like doing SEO for them somehow By putting in that focus keyword and checking for green or red lights and all the requirements It's not actually doing anything And it's an automated calculator checker tool of sorts to provide guidance But it's automated so it can't take into account unique things for that situation Like stop words if you have to use in Even though your primary keyword doesn't have in in it It doesn't take that into account So I do find that at least with our clients It throws them off a lot more than we'd like it to And it doesn't support secondary keywords in the checker part of things So the content checker could could use a little work But for technical it's absolutely excellent This is a very very basic question My apologies because I just sat through your lecture But so a keyword isn't necessarily a keyword It can be a key phrase Yes I should I should say key phrase as it can be It should consist of multiple words It is very difficult to go after single keyword key phrases Typically there the volume on those is very very very high Except for in super nichey technical situations Like we have a client that writes about you know Concentricity and perpendicularity That might be a case where a single keyword is attainable But yeah actually I should call them key phrases Because most times they will have multiple words Okay the question was font styling And how much that affects the search engine friendliness of it Back in the day bolding things did mean something Not so much anymore But what does matter what we still see matters There's debate about this as with everything in the SEO community But we do see that the tag the heading tags that you use matter So the specific styling on the tag doesn't matter But there should be at least one h1 tag like heading one Does tend to be automatically styled as the biggest boldest But that doesn't that's not the part that matters The part that matters is that your title is encapsulated in h1 tag And that there's only one h1 tag on the page Because from a search engine from a designer perspective H tags are used for styling But from a search engine perspective H tags are used to show importance of the subheadings So with an h1 you're telling the search engines This is my number one most important heading on the page So if you have multiple h1 tags You're saying this is number one and this is number one And this it doesn't make sense So you want to use a logical h tag hierarchy h1 in the title All the other main subtitles h2s And if there's sub subtitles under that h3s That's what does matter Ah okay so Hidden text so like white white font on white background It responds negatively They do look down on that very much so And Google can now crawl CSS and JavaScript So it used to be easier to sneak by with that At first they only stood under At first they only understood HTML Now and you could get away with doing that with CSS or Java Now they they crawl everything and they know everything So don't do that What about like accordions inside Sorry Okay you already have You've been hitting content like accordions inside Oh yeah okay That's a tricky one But are you better at reading that? This is crossing over into you know advanced programming languages In general as a topic and how well search engines understand them But you know content accordions or tabs Or like Ajax drawers or things like that They are claiming that they know how to fully Crawl that now but They are also saying but pre-render it for us So you know basically they don't do a good job at You know I actually saw a website recently That the whole website was made with Angular JavaScript And it was not indexed very well at all So even though they claim to be making leaps and bounds In that regard and crawling and understanding that The trick is to pre-render Pre-render at server level so that they can And don't serve up alternate HTML versions They used to ask you to do that Now they don't want you to do that Just pre-render at the server level Oh I'm sorry you were next I forgot I'm sorry Okay news sources to keep on top of this Search engine journal is great Matt Southern who's the lead news writer there Actually works part-time for us as well So we kind of cheat and get the inside source there Other blogs that are good are Moz of course Rand Fishkin is amazing Bill Sloskey kind of a less heard of name His blog is at SEO by the sea SEA SEO by the sea.com He keeps on top of the patents that Google's applying for And I think there's no better way to keep up Not just up to date with but ahead of the curve On where Google's going Than to read about the patents they're applying for And being granted for their technology So highly you know if you're really into it Highly recommend Bill Sloskey's blog But otherwise you know all the big names Search engine land search engine journal Moz they're all good Post and pages different Ah do they treat posts and pages differently Not so much I mean especially in WordPress The format unless you customize your template To be drastically different With different heading tags and layouts and whatnot You know by default they're pretty similar So not not from a technical perspective I do think they understand the semantics And context of different phrases And assumes that if I believe they assume That if you're typing in something like You know marketing services or marketing agency That you're more likely to want to read a page About those services or about that agency Versus if you're typing in you know What can affect ovulation You're probably looking for an article So I do think they make those contextual differences Schema markup is incredibly helpful All the patents they're applying for lately Are indicating they're going more and more In the direction of AI and machine knowledge So they want to actually understand the content As opposed to just match keyword from searcher to article So they claim that they don't use it As a ranking factor right now But they also claim that it's incredibly helpful to them And they want you to use it So Gary Ellis of Google spoke at SMX In October out in New York and I listened to his panel And so it sounded a little contradictory We don't use it as a ranking factor But it really helps us out So please use it They're going to be grabbing Even if they technically don't use it as a ranking factor Right now Anything that helps them understand your content better It's helpful And they're going to be gravitating more and more In that direction So yeah Schema markup If anyone doesn't know Schema markup is additional code You can add behind the scenes It's one of the only things that you can do Behind the scenes in SEO That's okay And all three search engines Google Yahoo Bang have agreed Upon this protocol This specific protocol schema.org For doing so And it adds context to the content So you markup individual pieces of the content Like this is the article title This is the article body Or more helpful Or the specific types of schema For example your business address To help Google understand Where you're located geographically You put a tag around the The name of the company Say this is my company name You put a different tag around the street address This is my street address This is my city This is my state This is my zip code This is my phone number Structured data markup Is another word for it You're structuring the content Into different individual tags Kind of like those heading tags I was talking about But very specific tags So that Google can use artificial intelligence To actually know what you're talking about So very very very good thing Recipes, videos, products on e-commerce Huge reviews General articles There is one for general articles Authors, people, bios Helping linking off to Especially in the medical community There's a specific part of the algorithm For medical and a couple of other fields That it looks for the credibility of the author So you want to mark up who the author is Their bio, mark up their credentials Where they went to school Their awards, their recognition Things like that We do have to She's already got her hand up I will be right out there If anyone wants to ask more questions afterwards Great question Is it beneficial to use a common misspelling In order to rank for that It's really hard to do that naturally If you can do it naturally Like an article about You know Why is blah blah blah words so commonly misspelled Here's the etymology of the word If you can't do that I would not recommend doing that That's where ad words might come in You might just pay for an ad Usually the misspellings are pretty cheap So you might just pay for an ad On the misspelled version of the word So we do have to close Thank you so much I'll be right out there for more questions Thank you