 We're building a community with content in cool stuff by Amanda Gorman. Good morning everyone. How are we doing good? Awesome. It's a beautiful day. Happy Word Camp Day 2. Thank you for coming back and being here with me this morning. I love this conversation. I've been diving into this for a long time ever since I knew I was going to be speaking. Before that, just with the passionate clients that I work with, I work with a lot of creatives. People that are creating art, they're teaching yoga, they're having holistic businesses, something of that similar nature and they don't really care, or they want to care about the technical side of things to make their website do magical things for them. But they don't necessarily know how to bridge the gap between their creativity and how it plays in with SEO and specifically their website content. So that's one of my favorite things to do with people is to help bridge that gap. And I like to think of SEO as a blueprint for creativity. So who here has already been to an SEO talk or this weekend or has some basic? Awesome. And who here knows nothing about SEO at all? Well, this is geared towards everybody. I really tried to break it down to a point where everybody can get something to take away. We're not going to get super technical, but we're going to get really deep into the keyword research aspect of things and how we can get to a finalized piece of content that's going to draw in your people, your audience. So we're going to go ahead and dive in. So this WordPress community has taught me so much about what it means to be connected and what community actually stands for. So specifically in my own experience, my WordPress community has led me to the career that I'm currently in at GiveWP and it's led me to have the confidence to build an online community for my Yoga Studio back home in Rochester, New York. Without that experience of working with WordPress, knowing SEO and working with clients individually, I don't know that I would have had the assets to contribute to the collaborative that I'm in in my Yoga Studio at home. So it's been an amazing experience to be a part of this WordPress community to feel supported and to use my skills to really create a community in my own home. Working with my SEO clients specifically, I've been able to help support creative initiatives in ways that I could have never imagined. So I just really want to put this emphasis on how important community is and bringing our attention kind of away from, I just want traffic, I just want people coming to my site to what kind of people are actually coming, what does that community look like, what are they doing on your website and why should they come to you? It's a different kind of mindset that we're shifting here. So first, tending to your garden. I love to visualize SEO as a garden landscape. It's not something that you can just plant and walk away and never come back to, right? It's going to die and wither away and be very sad. So like a garden it needs tending to, it needs love and care, it needs attention, maybe even on a daily basis. So very similar your SEO strategy or really anything online, your online marketing strategy, it requires this tending to. Consistent really seeing what is needed and then providing what's needed. So in this conversation of tending to your little internet garden, you're kind of taking up space in your own websites, this landscape, if you will, that you're taking up online and what you're planting in your garden, what kind of ideas you're putting in the ground to grow and to endurish. It really starts with keyword research and that's where we're heading. But before we get there, I really want to just put this emphasis on the importance of knowing that this is your little piece of landscape and we need to make sure that we're constantly nurturing it. So this question that we're all here today, thank you again, is how do we build this online community? How do we actually make this garden grow into a thing that's going to bear fruit, if you will? So the question becomes how do we get traffic, how do we get more engagement, how do we get more conversions, more conversation on my website, my little landscape of internet that I'm taking up space on, how do we do this? And my answer to this question and it's really more to take you down your own path is to be intentional, to be aware and to build trust. And those are the three strategies that are going to be relating to keyword research, competitor analysis, and content writing. So these three aspects of SEO and building your own presence online is going to become so important with answering this question of community and what that looks like for you. Keyword research, being intentional. So here this is really where we start to look into the nitty-gritty, very little seed of where we're starting. This is where the ideas are planted, this is where our strategy and SEO starts, and it's where we're going to be able to better understand why we're doing what we're doing. Becoming intentional with our keyword research means that we're taking our time and not just seeing, oh, I should write about this or that and like being, I know for me I need to have some direction in what I'm doing in any part of life because there's constantly distractions and there's constantly competitors and other conversations to have. It's very difficult to know where our focus is best directed. I believe keyword research and from my experience working with my clients providing just a little bit of insight in where to start is fundamental for how the rest of the process goes. We can waste a lot of time I have with my own SEO practices going down rabbit holes that really led me nowhere. I may have learned some things, but was it relevant to what I was really looking to do originally? I don't know. Really just starting with becoming super intentional through keyword research is where we're going to begin. The core concept of keyword research is essentially knowing the keywords that you want to rank for versus what that actually looks like to your community. The first question I always ask my people, my SEO people, my clients is what do you want to rank for? What does SEO mean to you in terms of somebody's putting in a search and you want to show up? You want to be that authority? You want to be that go-to person for that particular term? What are those terms? Usually I get a list of some brand name related to their brand or their product or services, some really big ideas. In the example of a garden maybe it's just garden supply or garden center. A very basic kind of principle that has a big idea that we're not really sure where the specifics are in it. So what I do is take those ideas that my clients provide, this list of 10 to 20 keywords, and then I expand on it. I help them narrow down and really become closer to their customer or their client. So I love this quote regarding empathy. Empathy is the starting point for creating a community and taking action is the emphasis for creating change. So really when we get in the spot of our person that we're looking to come to us, our audience, we really do take this empathetic approach. We have to. We can't assume anything about them. We have to get in their own perspective and understand what they need and what they're not getting already from what's provided online. So we start with seed keywords. And I mentioned that a little bit is the list that I receive from my clients. When I first asked them what do you want to rank for? I usually get a list of seed keywords without them knowing it. It's really just these little basic keywords that are usually one to three words that are representing a big idea, a big topic. They're usually extremely competitive. There's usually some Google AdWords out there relating to these keywords because they are so competitive and there's so much search going on for them. So in staying with this garden analogy, it's our seed. It's our little seed that we're planting so that we can ideally nourish that with the proper nutrients to grow into something maybe a little more specific, something that's going to actually bear the fruit of what we're actually trying to get to. So with working with seed keywords, we're again talking about your brand name might be your seed keyword, your product or service, your category or your niche. Really like get as general as you can. And I love to do a brain dump with this, just writing, free write, all you can. It's really difficult for me to even work with a new client. I choose to work with clients that I'm super passionate about what they're doing. So for example, like a garden center that I've worked with, I love all the intricacies of all their offerings and all the different kind of plants they sell and why somebody might choose one or the other. And I love to get all my ideas out first as a consumer of like, what would I want? What, from my perspective, would I want to see? And what are all those categories? What do they look like? So doing a brain dump of just getting all your ideas out on paper first can kind of clear you out and help you to get into a place of narrowing your focus. So here for this garden center example, some of the big ideas that I've worked with is garden supply, container gardening was a big one, gardening tips, backyard landscaping and gardening gifts. So these are all very big ideas. It's going to be very difficult to rank for any particular individual keyword here because they are so big, there's lots of searches for these. So here, my very first step and after you've done your brain dump, it's a good idea to just plug one of your seed keywords into Google and you're going to get a list of related searches. So Google helps us a lot with this. You can also find these related searches at the very bottom of your search result page for whatever keyword you're inputting in Google and it's going to show you all these related search terms that are going to lead you to the same kinds of content. So these are really good clues to be like, oh, I forgot about catalogs. I forgot about coupons or different kind of other aspects with your business and you might actually get some clues as to which you don't want to focus on. So keyword terms like a warehouse, maybe that isn't relevant to this garden center, that's a very small local shop, maybe that's not a relevant search for them or mailing plants to the home, maybe that's something we don't want to be focusing on or content and you can have a list of this is not where our attention is focused. So working with these seed keywords, very similar to plugging each keyword into Google and finding your related search terms, that's going to lead you down a path of finding long tail keywords and really the focus here is taking one seed keyword, finding related searches. So usually we're going to get to this in a minute but I create this spreadsheet, a Google sheet for example, a shared document that my client can use on a long term basis. Each little tab is a seed keyword and the document contains all the related searches to that seed keyword within the document and these tools are going to become fundamental for creating those lists, building on your seed keywords. So each one of these are some of my favorite to use and the objective here is to find the desire and specific pain points within your industry for each individual seed topic that you can really nail down on and instead of using Google Search to plug in and find and write down or copy and paste all these terms, you can use these free tools. So Uber Suggest is a good one for getting all those Google Suggest keywords. So Uber Suggest basically pulls in all of those related search terms that Google is going to spit out to you when you put in a seed keyword and it's going to give you a nice report. Same thing with keyword IO, it's keyword.io and these are all clickable in my slides so I'll give you the link for those. You can click on these and I'll send you right to each individual tool and Google Correlate is obviously related phrases. Google actually provides us with some associated keywords. It might end up being another seed keyword and you can kind of play with that. You might end up combining your seed keywords if things are in terms of your research kind of overlapping a lot. So it kind of depends on your industry. And then Google Trends is also a really great place to come when you're really trying to identify the value of your individual seed keyword and where this topic is going, where it's been. So Google Trends will give us a timeline of what's been happening with this particular search term and what the relevancy is at this current period of time and you can kind of get a prediction for where it's going so that can be really helpful for best prioritizing your efforts. Answer the Public is also one of my favorites. This is going to be a really helpful one for blog posts that you're looking to answer a specific question and provide a really specific value because if you're looking on Answer the Public and you find a question that you hear all the time in your brick and mortar or on your blog or just in your conversations with people, you're going to find some validation here by going to Answer the Public and seeing similar questions or maybe filling in the gaps with questions you might be not seeing. So once we have this document that we're creating, these seed keywords are each on the bottom here, each little tab I created for this garden center and I just started filling out my list so for container gardening as my seed keyword, every LSI keyword or long tail keyword is going to be filled in within that document and you can go as wild as you want with this. I really give myself free reign to just really fill in as much as I can here from the tools that I use and I'll usually use at least three or four of them just to make sure I'm not missing anything and then you can kind of start to nail down and what's relevant to this client, what's not, what's relevant to my blog and what's not depending on if you're writing your own content or writing for your client. So here is going to come in Google Keyword Planner. So we're going to want to utilize this free tool. There's a lot of other tools out there as well. Moz is a good one. Ahrefs is also another good one. Those are paid subscriptions so I'm not necessarily encouraging that you have to pay a monthly $150 a month to get all your keyword research but you can and I have and it is very helpful but I also more tend to use Google Keyword Planner because it is free and it actually has just got a facelift and before we were seeing clicks were kind of averaged. It's like you could receive a click between zero and a hundred or fifty and a thousand and it's like that doesn't help me. So now you can actually put in a date range in Google Keyword Planner and it's going to give you an average of the amount of clicks you can expect and this is from a perspective of a Google AdWord and this is still relevant for organic search. It's very relevant because it shows us how much popularity there is for each individual keyword. So for this example we're looking for keyword, the clicks, the impressions, the cost, the click-through rate and the average cost for click and these are all going to be clues as to how competitive is this keyword and of course the seed keywords that we're working with are going to be the most competitive usually and then the long tail keywords that are longer than three words usually a more specific phrase that are going to be a little less competitive and a little more easier to target and to probably knock off some other competition that's already out there. So this tool is going to help you identify how much are people willing to spend on this keyword and is it worth going after? So this is how we're going to fill up that document. So that's kind of what it's going to look like. I usually export, I will copy and paste all of my long tail keywords that I've built into each individual seed keyword tab spreadsheet, copy and paste all those one at a time of the tab that is going into Google keyword tool, paste them in there, get all my data and then copy everything from an export tool, put it back in my spreadsheet and paste over the keywords that were already there just so that you have everything lined up correctly. That seems to be the easiest way that I've found. So you get a spreadsheet. Yay, spreadsheet. I love Oprah, so I was very happy that this gift was out there. So you have a spreadsheet. What do we do with all this data? When I first started doing SEO, I would provide my clients with this massive document of keyword research and be like, isn't this so cool? Look at this. They're like, yeah, what does it mean? What is this? This is overwhelming. It's a lot. It can be a lot. So that's where we're going. So the next step is competitor analysis and being aware. Being aware of your market, of your industry, really taking the time to understand what's going on in your industry and how you fit into the mix. It can be maybe spying a little bit on your competitors, but I don't really like to see it that way. I do see a lot of content in the SEO world that's saying spy on your competitors to get insights, but I really see it more of being aware of what's going on and how you become an authority for your specific niche and your unique value that you're providing your people. It doesn't have to be such a negative thing of my competitors doing this, so I have to be competing with them. It's more understanding what your competitors are doing so that you can understand what's missing. What are they not doing? What are they not representing well? What kind of content are they producing that just doesn't answer the question? That just is clickbait. That just brings people in just to get a click and then that's it. What can we do to be better? I do use Moz, a free tool again, the Moz bar. Download the Moz bar. It's an amazing tool. I love to use it for this specific analysis of competitor research because you're going to be able to plug in your keyword that you're looking at. Maybe it's one of your long-tail keywords that you've been writing from copy for and you can plug it into Google. You're going to turn on your Moz bar and we're going to start to look for some of these attributes here. You're going to enter your keyword in Google, look for one or more of the below, and then you're going to evaluate the content once you identify if they are related to any of these identifiers here. Page authority and domain authority comes into the conversation here. The Moz bar provides you with, I'll show it in the next slide what it looks like, but it provides you a little ranking score for page and domain authority. That essentially means for page authority, it's the individual ranking score in Google of how likely it is that that page is going to be ranked and it's out of a scale of 100, so 0 to 100 and usually a page authority or domain authority of less than 20 would probably be a good bet that you could probably go after and write some really awesome content around this particular search term and if you do it well and really answer the question and follow these principles, you're likely going to be ranked above the competitors that are currently out there. Also looking for sites that are answering questions just like a blog site or a buzzle, YahooAnswersAsk.com, if there's a lot of those kind of articles out there that are more directory listings and kind of these blogs that aren't really, you wouldn't recognize them as a competitor necessarily, but as just a massive index of content, those are going to be really good ones to go after because they're really not, they're very diversified and they're not necessarily nailing down on one specific topic, so that's going to be another clue to look after. So this is what the Moz bar looks like in action. So in the Moz bar, turn that toggle on. You're going to start to see all this data. So the keyword search term that was searched here is gardening tips. Very big seed keyword, very broad and you can see the page authority for these top three search results, very high. The top one and the third one being the highest for page authority and I will recommend in this research style focus on page authority because that's what we're really trying to do is the page. So we're not necessarily trying to beat the whole domain of the whole website of this competitor here. We're really just trying to do better in this specific page and provide value for that. So these are a little high, honestly it's going to be very difficult to beat HGTV. You know, it's also if you like see the brand name, like oh yeah everybody knows that, it's going to be a little hard, hard for a long time and you have built up a good following and you can kind of measure your own traffic metrics. You can certainly go after it but it's just going to be a lot more work. So I took from that gardening tips seed keyword and my list was vegetable gardening for beginners and that's a long tail keyword, it's a lot more specific, has a little more direction, it's specific towards a certain niche of beginners and vegetables and the page authority is lower here. The second and third are a little, they're still a little higher than the 20 page authority but I see this as a good opportunity that this would be a really good keyword to focus on to write some awesome content around and you'd be able to kick off especially that very top one and when I say kick off knock the ranking down and put yours up top that's going to require a lot of things but just starting here is going to be the beginning because you can kind of find those gaps find where you're going to best fit in. So we get into building trust now so after competitor analysis we need to get to work, content writing and I love to have this mindset of building trust as I go into writing any copy because it takes my own perspective out of I want traffic I want people to come here I want engagement, I want conversions all this kind of technical mindset of what the results are going to be to I want to build a connection I want to build trust I want to be a place of somewhere that somebody can go to find the answers that they are looking for in a way that's actually going to feed them the answer fully and wholly and not leave out blanks and not really provide what's needed. So some of my favorite tips these very basic tips for content writing write freely at first again this concept of brain dumping all your ideas out on paper getting everything out first just writing I like to put pen to paper in this example just to really get everything out and then you can start using your target whatever keyword you're looking at to start to narrow in your focus and really discover if this is something you're really passionate about and enough so that you can write a really excellent piece of content keep your sentences concise and especially in the very beginning of your content keep it really short and sweet use your keyword term the specific target that you're trying to rank for in the beginning of your content that's going to be in the beginning of your headline your title for your page and it's going to be in the beginning of your actual content we don't want to overuse the keyword three times is plenty but we do want to be using it in the very beginning of our content yeah I wouldn't do more than that what you can do is use your related search terms so I always encourage my clients to have their document open with all these related search terms to the one that they're writing about so if it was the gardening tips for vegetable gardening tips for beginners have your document open with some related terms that are related to that search term and start to include those in your content so rather than repeating the same phrase over and over you can use these related search terms Google is becoming more contextual by the minute it really is understanding in a bigger level what we're writing about so we don't need to get too hung up on using the particular keyword specifically too much and you'll get penalized if you use it too much include images charts, lists, videos anything that you can do to break up your content having blocks of writing is great but not everybody learns that way a lot of people are visual and auditorial learners so providing them with different avenues of feeding your content and it's just going to make you more valuable it's going to make you a better place a better resource to come to because all different walks of life are going to come and find something that they need and comprehensive content is key so often I see these lists of a blog post that has the top hundred you know maybe it's the top hundred seeds for your garden and it just kind of lists each individual one and has like maybe a sentence or two for each and then you're on information overload I'm going to bookmark this for later and I'm never going to come back to it you're like oh this is so helpful it's lost in my bookmarks my sea of bookmarks don't even want to show you that it's insane really need to clean that up so rather than trying to just really short and sweet give your list I would love to see comprehensive content and if you're going to write a hundred list numbered lists have each one be really extensive give them the steps give them every single thing that they need to know each individual number that you're talking about be as comprehensive as possible and really I'm seeing that these guides that are coming out especially in the SEO world comprehensive content that really gives you everything you need to know is what ranks best it's something that people do keep coming back to because they recognize it as a valuable resource they can take it one bit at a time they can maybe even come to it and find a specific step that they're looking for a process because it's so comprehensive so moving on and really improving your click through rate with your content is going to become an important aspect of fine tuning your content writing so I love using Quora and Udemy for structure clues and inspiration and really validating my own intention for writing because if I can look on Quora or Udemy and find similar content related to what I'm looking to do I can maybe understand that there is a question for this there is a need it kind of revalidates the keyword research you've already done and it gives you some inspiration of here's what this course instructor on Udemy has done you can look at the structure of the content in no way are you going to be ripping it off it's more getting that inspiration of what are they doing and what would I do and how can I meet in the middle of where are the gaps in between what kind of content is missing in that structure or outline that you're seeing and specifically with Quora what kind of questions do people ask that maybe you would answer better that you love an answer but you'd like to elaborate on maybe there's multiple answers that you can combine together to really provide that comprehensive content adding modifiers to your titles is super helpful for click through rate any of these modifiers are awesome depending on what kind of content you're writing so in the example of you know your top the best seeds for gardening top 10 best seeds for growing your own garden using a number at the very beginning of your page title is going to be really helpful it's been proven that that having a little number identifier three best tips three reasons why 10 ways to do this is going to really draw people in and it gives them a clue as to what the style of content is that you're writing so that they kind of have this idea of what they're getting already before they even click and it just gives that extra value but the upgrades are awesome as well it actually is something that was used long ago in editorial columns and research papers to keep the rate the reader going so it really is these little stopping points and it also helps to break up your content adds a little more white space to make it a little more visually appealing so adding any of these kind of phrases in between your content really leads the person in and even when they're scanning the page and they see some of these they're going to be like ooh what is that it gets better it gets worse I don't know I just I love it draws you in so it brings us to really drawing all of this stuff together keyword research competitor analysis and content writing we're being intentional we're being aware and we're building trust and really what all that comes down to is being of service I'm very much in my own life trying to be of service in every aspect that I can and I think that that ties in extremely well with the WordPress community I have been supported by my WordPress community in more ways than I can count and being of service allows us to give back to our communities allows us to be that authority in our industry it allows us to be that person that somebody trusts they're going to come back to time and time again you build this loyalty with your people and it just becomes this really happy little place on the internet your happy little garden you've created that people keep coming back to you to find new fruits and new new value from you so I encourage all of you to be of service in your process of SEO and in writing awesome content so thank you so do we have any any questions coming up around any of this yes I prefer to have the comprehensive kind of goes in with this the longer pieces of content are going to be better more than 500 words at least but I try to go above 1000 with the content that I'm encouraging my clients to write especially if they're trying to become an authority in their industry you really got to dive deep you got to spend the time and it's better to write content less frequently more in depth than it is to write more frequently just short little birds of content I'm seeing people that are doing that they're spending a lot more time writing and it's just not as valuable not getting as much conversion and it's really comprehensive and you just keep promoting it that's really going to be a lot more valuable to you and I didn't mention promotion that's a whole another conversation but writing content you know you build it but you need to promote it to get them there you need to be promoting in every avenue that you can networking with other bloggers in your industry or related industries is a good way to do that having them share your content and vice versa really any way that you can get yourself out there promotion is going to be a big piece to work with clients if we provide a comprehensive document but there's so many terms that they want to hit for that they have a hard time narrowing it down how would you approach that situation absolutely and that is something I'm actually just starting to work with clients that are more interested in writing content shifting away from my own writing just because I love to have my client be the voice and it's a great question I usually go really in depth and I'll go through my own analysis of the keywords and find those gaps for myself and see related to the competitor analysis side of things like where those gaps are and content in the terms of where it's best to focus those long tail keywords I'll pull out maybe 10 of them and go a little deeper and say here's what your competitors doing here's what their content looks like here's the structure this is what's missing, they're not using any videos they're not using any images they're not asking questions, they're not using lists or maybe they are depending on what you're looking at and then offer them if you did this then that if you wrote a longer piece of content that covers this, this and this you're going to be a better answer to this question than your competitor to each specific that they're going to go into with writing the content for a particular keyword and then I usually ask them what do you want to write about looking at this keyword doc what speaks to you what really jumps out to you and then I'll do some extended research to say this is where your focus can be so we really do take it in chunks this is meant to be a living breathing document that you're going to keep coming back to so does that answer your question okay, thank you Udemy is really helpful with that in terms of the structure of the content so if you're combining some big ideas taking a look at those class structures and just getting some clues as to what your structure might look like so I usually have like a Udemy structure that I'm looking at that really fits well with my content and then I kind of create my own based on that and taking it in blocks yeah but maybe there is not that I'm, I don't know it's so subjective and I think I've just kind of built my own process of what that looks like depending on the individual client it's a lot of conversation that I have to have to nail down those connections and how everything interweaves together it's interesting, yeah it's a good question it's difficult because it is very individual to each niche that you're looking at and it's really about how you approach it you know how your flow of content is going and I guess this is just the blueprint this is the blueprint for writing that piece, for putting all those dots together but it really does come down to us to put those dots together individually yeah yeah, absolutely absolutely and I think depending on where your focus is you can certainly get that structure like Udemy is a good place for that specifically of understanding all the pain points that need to be met but yeah it would be cool to see a tool that really helps us to mind map I'm almost visualizing this like mind map of ideas and like how it all connects and then giving you like a structure of like do this next together maybe somebody can build it yeah it's a good question to actually produce the keyword research document I can get them done pretty quickly but I usually try to get myself at least two weeks because I like to keep coming back and refining usually my first brain dump is really extensive and a lot depending on the client a lot of topics we want to kind of cover and then I kind of nail it down as I'm doing working through each individual tool it's a lot of data to Cypher through but you'll start to see patterns and I like to give myself plenty of time to see those patterns and especially if it's a client that's not familiar with their industry I need to do my own reading and research and really take a look at the competitor side of things a little more in depth really hone in on what's going to be a value really how many hours does it take it's really individual to the client sometimes I have clients that only have three or four tabs because they're only focusing on specific services or products but if it's a blogger I have a lifestyle coach and has like almost I think I have 30 seed tabs for her and that took upwards of six hours but the more basic sites I could get it done in two hours usually and then I just keep refining yeah, you're welcome, thank you for the question it's just confusing to Google like it's gonna you're not helping yourself because Google's not sure which one to put on search result page like it's you know it's not gonna spreading your efforts out in too many ways so if you hone in maybe choosing a similar keyword like just what your focus is on it could be a related search term to that doesn't need to be that specific same term it can just be adjusted a little bit because there's gonna be a lot of other related search terms and that's gonna help you become more contextual you've got a lot of different kind of content pieces related around the same topic and it's fueling the same idea just the keyword is a little different so look at your contextual keywords look at the Google suggest for that keyword and then maybe change it to one of those that are relevant and start including that in your content or combine them too if they're really similar combine them make it comprehensive oh thank you, thank you so much appreciate it thank you I would focus more on the comprehensive side so get a really awesome like piece of content that is unlike anything else out there really get specific of where your value is and then promote it like everywhere you can email list if you're building your email list that's okay start making connections with related industries of for example like the life coach I'm working with she works with a lot of psychologists and doctors even so making relationships with those people that have a blog presence or online community presence and doing interviews with them making your presence in their communities helps to lead them back to you and it is hard when you're first starting but just being consistent as well is going to be really important like don't get discouraged people you're going to be able to use this comprehensive content you create at some point even if it's not right now it's not really bearing fruit for you at this moment it will and just being consistent with writing and promoting like heck I'm probably going to do another talk I'm promoting because that's a whole series. I would depend on the kind of metadata it's referring to usually it's that little description underneath your search result so you want to make sure that that's not having a little three dot at the end of a continued text that it's pulling from your article you want to write your own descriptive meta description so that's going to be that little block of text that shows up under your search result and it's just going to allow the the searcher to better understand what the content piece is about includes your keyword or some related keywords and alt tags are going to be important making sure that if you know schema markup that's going to help as well for your metadata aspect of things but you're welcome when you say comprehensive content is that the same thing as cornerstone content? essentially I mean not every piece of comprehensive content might be cornerstone content but I'm just saying like everything that you write don't half-ass it like go all in go all in spend your time well you know if you're going to do it do it right and that's the being of service aspect like if your mindset isn't a place of service rather than traffic it's you're going to enjoy the experience more expectations are a tough thing it's definitely something I bump up against in it every client and I've actually become very specific with who I want to work with because of this because I've had some nightmare just experiences where people's expectations are very unrealistic for what SEO is now today they have this mindset of just do it and that's just not how it works it's a living breathing thing that's our garden that we're nurturing time and time again we have to keep coming back to it so I like to be very upfront with my expectations in the beginning I do a lot of training with my SEO clients of like this is what SEO looks like today this is a reasonable expectation for what you're looking at we need content we need you to be writing content otherwise your site isn't going to be ranking the way you want it to and what was the first part of your question? Link building it ties in very well with link building link building and promotion or a whole other aspect of this this conversation that are very important link building is is key it's really important it's probably this is the first half of my process link building is the second and it's just a whole I couldn't fit it into this because it's just such a big topic but do as much research around link building as you can and do it well be it of service make good relationships it's a good opportunity to make friends and like really like utilize your networks and be of help to people because you might have somebody in your industry that is doing something really awesome that's not what you're doing but it kind of ties in well and if you can look at their content and say like hey I think your readers would really benefit from this or hey I'm offering a free e-book like I wonder if your readers would like this like really considering those ideas of how could I help this other influencer that's a good conversation to have so suddenly I don't tend to get links very consistently if I just write out and ask really peeling back the layers of the conversation I try to make a connection first and maybe even just write some comments on their blog and really in depth comments to be like hey this is what I thought about this and depending on the client I usually try to encourage them to do that for my own personal stuff obviously I'll dive in deep with my own personal opinions and things but when it's the client I encourage them to have a list of some bloggers that they're inspired by or that they would love to connect with and just be present with them and then when the time is right that you have a good piece of content or offering you want to share like hey I thought you might enjoy this and don't even ask for a link just say I thought that this might be helpful and see what happens and you know it's not going to work every time but it's at least an opportunity to build that connection backlinko backlink oh.com Brian Dean is awesome he's got, he's the best link builder like content-wise of guides and things like that that you can look into Brian Dean yeah go all in on a topic yes whenever I think about some clients some think they're a huge experience here but can we get it on branch pages and scenarios yes so at that point in time you look at this big thing here and say wow I put a lot of effort into this this is great I think now to create an index hub and then branch off all these individual articles that kind of yeah and so your comprehensive content can be a branch yes and then maybe you do dive into a rabbit hole of this topic I'm going into in this one content I'm writing could be a whole other thing and that's great put that link into your original piece and direct them to read more about this you would suggest taking it on a new project yes exactly exactly absolutely don't just like have a link like this is the definition of this word no it's got to be a whole other article of comprehensive yeah it's the actual like URL the domain of the entirety of the website and how that website as a whole is ranked that's why I like to look at page authority more specifically because you're looking to outrank pages not websites you're looking to do better with a particular page over the domain because the domain is going to be a whole that's a big thing to go after but it does give you a clue like if it's a big brand HDTV was that one that's going to be a hard competitor to beat because every one of their pages are probably at a high authority because their root domain is at a high authority I'll see a high authority for pages or for domains and then like zero page authority for certain pieces of content so that's that little clue of like oh I can beat that page at least yeah yeah yeah it certainly could be helpful I haven't had a need to do that in my circles but I work with a lot of smaller people so for bigger people that do have the money to spend on something like that definitely could be helpful and that's something to look at the history of that domain yeah thank you and Groke in the actual I would more focus on local SEO efforts differently I think you could do that especially if it's your branding I'd much rather see a domain that's related to your branding specifically I do have clients that have the local in it just because their domain was already taken so they've kind of just gone that route but really what's going to help you is the actual local SEO optimization on the site the domain is only going to be maybe for a keyword that that will help but really just doing your local SEO which is a whole other conversation is going to be more important than that schema markup is definitely important for local if you look into any schema there's a good schema plugin for WordPress that I use and it's really helpful to help Google understand where your map where your location is and all the details schema markup anything else thank you so much I love you guys and I'll be at the happiest bar if there is anything else