 Hi guys Morning Yeah, I'm Ivan from Hong Kong A lot of people actually talked to me not because of WordPress recently, so But I'm talking about WordPress here, though All right Okay, let's begin. So a brief bio that I am using WordPress since 15 years ago Because I use WordPress to test like the SEO aspect or for the website and I build like 15 50 site in order to test the SEO in the WordPress and some of them actually went quite well I exit some of the site 10 years ago and reason I have a WordPress agency which built 350 site WordPress and WooCommerce site for a customer and optimization as well So I like to do a lot of WordPress stuff. So that's why I also organize in Hong Kong do a webcam Right and also I did publish some books in in Amazon and in I got lucky I got into top and there's some strategy as well if you want to Learn later on so today's topics. It's about the content strategy how I could I could do one content and published to five doing channel and Basic concept for the need generation as well as the SEO stuff, which I I'm more passionate about and this Exact strategy I use a few minutes ago. I already have agency to do WordPress stuff But I launch another one for consultancy business. I use that as well to reach this amount recently so the idea the idea for SM SME Like myself to Why sell to more people the branding or what we offer is difficult because we do not have a lot of projects like the big guy So what I do is I want to make good use of a one single content To multiply it in order to reach out more people So the entire idea is to reach out to more people in different channel with One source of content. So this is what I do Basically, I have a channel because I'm I'm doing online course and in the education stuff so I do a video and Then I put that video in Facebook YouTube and linking of course because Facebook and linking actually embrace video more which means it gives you more boost to to reach out the audience and then those are three different platform rate and then I go to Fire or other platform to ask someone to transcribe Because I actually speed Cantonese in Hong Kong, which is harder to find people to transcribe I use those platform and then I transcribe into a blog post Which is what we are used for the WordPress and the other one is that I use a platform I use a choose online, which I can I can convert YouTube into mp3 and then I use a free platform called anchor and It will automatically upload to the Apple Google or Spotify broadcast. So this is how I use it as as solar panel or SME business that from one single video into five different channel and Because of repress I could transcribe into attacks, which you can attract traffic in the actual aspect So In order to do video It is actually quite easy in the past. I I want to make it more professional now I really don't care. I just take the phone and then I just do it anyway I can do it here together with you guys live if you want to so in the past Because I don't have a studio. I don't have a great budget. What I do is that I turn my restroom From my home into a studio, right? That's simple. So I bought something in Taobao a curtain Which is green and then I bought something like this a light for KL All right, and then I use a app which can take out the green stuff and then turn in other colors So I can give you like a few seconds of what my video would actually looks like To get a general idea what you could do from your restroom Right It's in Cantonese, but you can see that it looks professional, right? I don't have the lighting I don't have all the self. It's just the app I use in my iPhone and then turn the background To something else it looks professional, but now I don't care. I just do it anywhere The reason I do it at home is that I just want to wake up and do it. I don't want to you know Schedule studio or do things like that. It takes time So I just want to make myself easier in order to spread on more content because obviously You need to know your position of your business or your as a person that Obviously, I'm not selling you because of my hairstyle, right? Definitely not right. So I'm not selling you with the video quality, right? So I'm selling the value, which is the most important stuff I'm talking about from the content itself in the video about digital marketing stuff HCO stuff or WordPress stuff So as long as you know, where's your value is? You don't care other stuff, right? Just make it simple So the other concept I would like to do is Neat generation concept It could go along along, but I would just make it very simple So WordPress has a lot of different plug-in which make it easier. You can turn your WordPress site into different landing page and as a as a landing page or lead generation page The idea is you want people to go to your page and then perform certain action. You want them to In other words that if you have a normal website, you normally have like a menu or other different stuff, right? It will distract the users From what you want them to see, but a landing page is that you do not have a menu at all You just have very specific message or image or headlined up to tell them to do only one thing at a time A quick Sample will be something like this. So they go to a page You tell them to download something and then you collect something from them. It's a fair deal It's just exchange for the email or their content And the idea of a neat generation is something fall into what we call a funnel So basically you put traffics in the reason I I do the content Multiplication strategy is that I want to reach more people and then I want to throw more Traffics into the top of it, which is a traffics and then I can Qualify the lease and then at the end of the day it will go to they will become my customer So it will go to something like this Maybe in your funnel it may involve more stuff But at the end of the day you still need to have traffics and qualify the lease So besides the traffics the other important thing will be the Conversion if you throw a lot of the customer into your website that if your conversion rate is only like 1% So you can put a lot of budget or money For the advertising for the traffics, but it doesn't really help for you to capture the business or convert them to your customer So conversion rate is another thing Which you do not need a lot of traffics, but you can also get a good money for from the customer So conversion is more like what you want them to do by step by step And this is just another example similar to that one. You want them to do a specific action On your page instead of they they go around navigate around other page of your site so Just a quick question if if you are me How do you attract people to submit the information because some people they're actually quite concerned of the privacy So in one basic answer we'll be giving something free, right? It's it's hard to resist right, but the free Value has to be has to be high enough for them to give up or give you their Personal information like email or number or the name So there's some ideas of what you could actually give up for free No matter what business you actually run It could be for worship for for like Q-points or or e-book or webinar or could be a physical product if you require the address So some figure that I use Few minutes ago. I actually asked them to fill in the email I got about thousand 240 from email and I got and the top here That is actually something what I call web web push not sure you you guys familiar with this When you go to your website, it will pop up something like Do you do you want to receive like a push notification from your browser from your crew? If you click yes, which you do not give out your email, right? It's just pop up from your browser. It is for those who are very concerned about the Piphacy, so I reach out people from the email from the Browser and from the Facebook as well. I put up like a little chatbot in the Facebook fan page So when people they say hi to you the automatic subscribe and then you can blast things to them If you do that two years ago recently, they change every a little bit You need to be careful when you do that if you if you start to think about that all right, so The other Main thing I want to talk about will be the SEO so you need traffic's different source of traffic You need to increase the reach in order to put people to your website your landing page and then convert people To become your customer. So the big part to me will be the SEO and WordPress By far is the most SEO friendly content management system in the group So if you use a right plug in due to some settings you will be done In light the technical SEO part in life for the minutes It would be a lot easier to use it with WordPress So I'm not sure this is a stupid question or not. So how does it work? basically just a single sentence if There's still just mean of relevancy and the popularity in technical terms It is the key works the content itself Which which consists of different combination of key works and the links links It's like the backlinks and then internal links which are crucial and and hard to get as well So Anyone know this guy? ex-google CEO Eric which he was in an interview by by a reporter that that reporter keep pushing him to ask how many what are the reasons for my website to rank up and down and Eventually he slip out that there's a 200 what we call ranking factor To to make a website to rank on the first patient art and you do not need to know 200 of them Maybe like 30 of them. They stay for long and those are more more Important like a framework of it and Google actually changed a lot for what they show Recently so this is a search search engine result page for the desktop surely you guys know It goes for the title links and description and then the site link right some of them They don't have sight link sight link are those little things here If your content have installed some plug-in it will be automatic be up there and you have a higher exposure For people to click on your contents And for mobile I remember like three months again. They put something like this Something called favor icon, which the result page look a little bit different But a lot of people did not actually use that they just put their logos in and it's quite hard to tell the label this is actually my website and I have no logo at all So I just put an arrow so make people think this is a link you should click on it So it's it's you know, it's it's like a kind of little little strategy that Because it's weird that it's more like a psychology stuff if I point to something you guys will look at that, right? If I look at that thing you will follow where I look at right? So it's more like a action I want you to follow because if Luckily or unluckily you click on my link once I will retarget you with S. So that's another thing So from from a lot of website, I've been serving Roughly, there's about 70% of the website. They actually are using using mobile device, but I still see a lot of Website design agency when they do the design they actually start from desktop And I have no idea why they do that to give you a design for desktop But that is only serving for like 30% of the people, right? So if you want to plan your website or strategy in wordpress, you should actually put more effort in the mobile now instead of from the desktop and Another thing is meta keywords anyone have meta keywords you guys know what is meta keywords, right? Okay, you guys put meta keywords in your website. No, no, okay good Because it's no longer you since 10 years ago, but I still see people putting meta keywords in their website This is useful. No, it's just harmful. Probably not. But why do you put it there if it's just some users, right? Google said 10 years ago. They didn't use it Google saw Google Yahoo saw Google actually announced that so they follow But some guy actually find out that they still do But now they shouldn't but it was 10 years ago and being wasn't using that as well If you use it wrongly in the meta data, it will become something called spam signal. It will make it even worse So the other thing I would like to talk about will be the Google Agrophone I'm not going to talk all of it mainly on those two the mobile and the ring ring So in four years ago, they launched two big agrophone update basically Google updates their agrophone about Two 200 times per day now So you do not you do not need to worry about too much because some of them they are they are minor So in 2015 they launched agrophone for mobile, which is very important Of course, the other one is ramp ring, which is the first AI deep learning Agrophone for large scale of Search engine like this So what it does is that it becomes a brain for the Google search engine They will understand what you search and your intention behind your search in order to give you the result This is how it how they do it and you cannot do something bad in order to trick Google to rank your site anymore because of that as well so How do I how do I know Google actually? Find my website or they will rank my website So I want you to take a phone out and and have a test I'm not just for take a picture have tried try it on your own Can you type like sites and then calling and then put your domains in I suppose you guys have website Right, so you can you can put that in your browser If you're using mobile you can you can still do it, but if you're using desktop it will give you a number that Google actually index how many page of your website so you can get a general idea that Google index how many page of your website, which means it is the chance that your page can actually Rank in the Google so and anyone try that you guys have all right great Okay, so the concept is Google first they will chrome for for links for contents and then once they chrome your page They will consider whether they will index your page in that database or not If they have indexed and put into the database you can use the previous Syntax to check how many page has been indexed only the page they have indexed you can optimize Otherwise you cannot optimize something that Google hasn't indexed yet So there's a free top ranking signal for for the SEO from the 200 of the ranking signal So the first two you have seen it which is the key works and then back clean The third one is relate to something called rent bring which is user experience for example How long how long people will stay in your website? Do they only see one page and then they will leave things like that and Google can easily know how long people stay in your website because you guys Install Google analytics right you use Gmail right you lock in right you use Chrome and You use Google go to a link and then click back if you don't like it, right? So all the information they collect will do determine that Your website UX is good or not in order to bring your site up or down So a simple idea will be if someone search for keywords say angers to say and If your title is good enough more people click on your link it gives a strong signal that People will actually like this link better than that and then from time to time they will move you up so this will be the idea of the UX and The other thing is if you have content in your website But your site might or might not be ranking up in the site in Google But do you know the intention of searching a certain key works in order to reach to your site? there's a few Types or search intentional For the first one is like an informational It's quite hard to convert them to a customer for example people just look for the best look for the for example Smartphone they just type different thing and then the commercial intention will be like they type like best off Smartphone so they give give a more more like comparison kind of stuff To the user but this is not exactly by the point they want to buy it They are more like in the face of Considering and the navigational is more like the branding, you know the most search in Google in the growth is Facebook.com Right people actually know the domain, but they go to Google and then they search it for some reason so the Navigational is still very important and then final which is the transactional one is people Who are searching like buy iPhone or they search for iPhone keyboard, which they don't have but people still search that When people search for particular key works that which drive People to buy the products or surface that will be transactional and this is why Those key works are more expensive And if you do have some key works relate to those expect it give you More more opportunity to rank in Google search and Just to give you a general idea that this is a reports from marketing Chucks that showing the guru actually dropping the advertising while Amazon is increasing More people actually put advertising there. The reason is that if you go to Amazon What you what will you do you go there to buy stuff, right? You don't research there, right? So you put advertising there. It is all about Transactional so I put advertising there people go to the product. They buy it so people up the merchant or the brand actually recognize that so that's why they put more budget there and Google actually knows that and they Although they are still the market leader But they they got worried and that is why in the past year You can see Google change a lot of the things when you search it For example the favorite icon for example the feature snippet or they put more different stuff in the Google search in order to Make the user stay on the search one particular Thing is that something called a mp. I said a mobile page In the past when you go to Google you click on link, right? You go to a separate page open a new window, right? But now when you click on that some of the site it will be like pop up Window you click close. It will stay on your Google search page The reason behind is that because the traffic their monies are dropping So they want to keep you longer to your to their search engine, right? So that is the idea behind So I would like to let you guys to do a really quick keyword research Which will help you to do For your website. So basically you could type in some key works in Google now You can try that so If you do that say I want to find an English Chaser if you do that it will show you something called Google suggests, right? It's it's it's simple But if you move your cursor to the top up to the front It will show you other other key works as well. So you can simply take those suggested key works from Google and Try to see whether your content actually fit for those and the reason they put those Keyworks in is that Google knows those are the popular keyword search or or phrase So it already tells you what are people searching in rankings So as long as you put more similar key works or phrases in your content Make user or make Google easier to understand your content actually match the user search Intentional right and it will house your website to rank on the top faster And this is Google suggests and then I will move to the bottom and then the other This one may not have one Maybe I search other stuff. Let's say On the bottom right here, this is something called related related key works or what we call LSI a latent semantic indexing So it means that it does not necessarily need to have the exact exact Keyworks of what they search as long as it has the same meaning it will show that and If you do that to your content You will be like I'll rank some of your competitors already and The last thing I want you to have a try in your mobile as well is you go to a web You go to a search Let's say you search a particular key works and then you see okay This is my competitor and then I click on it and Then I click back You will see something like this. This is actually new since three months ago, right? Only happened In more it actually start immobile desktop is recently happening as well It will show you people go to that your competitive website. We also show Those key works as well people are more interesting in those as well But I'm not telling you to go to your competitor and then to click back because it actually hurt the SEO You guys Because I go to your website for one second and I go back the bank their bounce rate increase And then the time one side is like lower, right? So I don't tell you to attack your competitor. I'm just saying this is a way to do a competitor research, right? Don't be evil. Yeah Right, that's just a screen now for astro. So the other thing I would like to talk about would be the content strategy for the SEO and I need to do that quick and we have five minutes left So this is a question I got asked a lot of the time Do you have a lot of content with is it is it better for SEO if I have more frequency update more Article in the website. Is it is it better there in SEO? Do you guys think yes? Do you think yeah more content more frequent for for SEO? Yeah, and anyone. Yeah, fresh corner Anyone say no no one right. There's a couple of that there you want to talk about that So I want to give you an idea I Had a website, but this is in in in traditional Chinese but just to give you a brief idea let's say I search WordPress Hong Kong and there's one of my site I put it as a testing, right and Let me go to that home page for this particular website. I Only have free article does it and all article actually published since Ten months ago. So it is old and it is definitely not a fresh content It is only three piece of content, right? So that is better for SEO, right? All right Let me give you the Google analytics of my site All right, since I published the first content only three content action Eight months ago. Yeah, and I did nothing. That's it. And then it just keep rising. I'm searching for the During this few months for on the top. You can see it's only for the organic search so the traffic is for SEO only from Google traffic and I did nothing else six Eight months ago content only three piece of content and it keep rising. Why? Because what you actually need is Not just fresh content. You do not need to have a lot of content in order to rain at the top In Google it doesn't work like that Google does a really simple job You go to Google you search or something they give you the best result of what you search That is what they want to do. They don't say I give you the result Which the publisher give you the most content or most update content? Of course, if you're saying I would like to buy an iPhone I give you the latest one, right? I will show you the result of iPhone one or something like that But it just didn't work like that way. You do not need to have a lot of content in order to rain really high So let me show you what my content is. So for example, this is One of my content. Let me show you how many words I got I got about 5000 traditional Chinese word here, which is equivalent to roughly 10,000 words in anger, something like that The point I'm trying to make is I do not know how to write Chinese. I actually use Voice to tax in order to make this and I do not do that by one goal. I do that article eight times I Put like 400 words and then put it up and then for the next few days I put in another 400 words because I Cannot produce like a five thousand word in one go and the other thing is you could always find a way to Find someone else to type for you or do things like that And I have something called an index page. You can see it like a book, right? And the index page alone is 461 word But the index page is good because if a user seeing such a long Pose they actually scare it, but they can always click on only the part they like to see and Because of that they can actually search a particular key works in Google and It will show something called sight link, which I show previously It gives you an extra benefit in order to show to the user when they search a particular key work. So What you need to do is not Frequence content is not Really a fresh content. What you need to do is something that people want to see So that's the whole idea and this is the expert for the UX as well And if you do not like to write that's fine. I actually put a post like this I asked 20 people who are experiencing Wordpress. I just ask them really simple question say What do you think what theme do you actually use and what plug-in do you use and then I just wait for the answer That's it and then I got six thousand words here on the next few days. That's it and This is really an easy way to do it and also This strategy is good for something that if you ask someone for their opinion and they put their website in if you are being Interview normally they will share this particular link in their website, right and and in Facebook as well So it helps to build a backlink in a sense Because I'm actually running out of time. I have to go to the last slide Which is my content but my content is in Transition of Chinese you can email me. I got a fan page as well I got a few hundred people there and I use a lot of different tools in order to increase a reach To avoid too much competition in just using Facebook or IG I use a lot of different tools That's all for my speech today. Thank you very much I saw everyone taking a lot of photos. Any questions while I'm at it? The the fresh list of the content the number of the content is not bit Let's say I only have three piece of content in my website, but they are long enough. They're in depth enough So people actually recognize the three piece of content and rent a lot of different keywords relate to the content because of a content They are long enough. I can I can put a lot of different keywords inside the content So the content they are important, but they have to be expert enough and long enough for Google to understand that When people see the article like 5,000 work it give them the example it give the impression like wow That must be good, right? Maybe you haven't seen it, but you can send to your friend So that is one of the way the long content will help in the sense Right It actually doesn't doesn't really matter because you cannot put all the content on the home page, right? It would be One page, right? And you only got one chance for the Google to see us, right? Home page is is more like on my blog Home page is like indexing for the three different Blog posts are more like a diversified but for the for the SEO aspect It doesn't it doesn't need to be as long as you submit the link to Google. They will know Yeah, that's the best Yeah, so you mean search console So yeah, basically since 2011 Google analytics actually shut down the key works, which you you were able to see in the past What key works people search and then the Google website, but since 2011 it doesn't work that way because they replace that We want to keep people piracy. So we shut that down So you need to use something called web master tools in the past, but they renamed to a search console last year So it gives you an idea exactly what people search and your your key works position for people to search To show what key was actually are doing better and you can compare Month by month or certain key works are they are they growing or are they dropping or is there any new? Opportunity of the key works. They might be rising. So that's only you need that if you want to understand What people search in order to find your website? Yeah, but you do not need to do that inside The the Yoast SEO plugin. You just go to Google search console and that will be fine. Yeah What happened it works It will show some figures in the Yoast as I remember because I didn't use it Because if they want to make it better, they need to keep updating the API, which I don't think they will be that frequent Yeah, the other thing in in the search console is that if you want Google to find your site faster You need to submit a XML sign map Yeah, that will help a lot. Yeah Hi, I would like to hear your opinion regarding the UX so as we said the amount of traffic also affects your ranking. Yeah, but nowadays people rarely go to the second page, right? So this means that the pages which are already on the first Google pages get the most traffic How do you think it would be possible for the new content to be ranked higher? Good question. So so basically what I also would do I would go to Google and let it fix and then I would go to like in the past month the top traffic pages Top traffic pages means Google already found that page, right? And you got traffic in that page What you could do you put internal link? From that traffic pages the idea of Google find your site is simple they go to a Very frequent Visiting page like the top of her page and then they will look at it every single day to see any update of it If you put something there, it will help Google to chrome from this page to the new page Which mean Google discover the new page faster? So it does help a lot if you put internal link But you don't put internal link in a very lazy way, which means you just stuck your link there It doesn't work, right? You need to put something what we call a text anchor. You specifically link a key works Internally to the second page to tell Google this specific key works Belongs to the new page as well. So it will house Google find it faster And then how Google to rank the right key works to the new page. Yeah Thank you, I know you probably have a lot more questions, but please look for Ivan. I'll be here all day I know where to go. I'm not going back Hong Kong today. So yeah That's an offer