All Posts by Jason Khoo

What is the difference between a 301 and 302 Redirect


Hi, guys. And welcome to another edition of Zupo's SEO Talk & Tea.

Today's conversation is What's the Difference Between a 301 Redirect and a 302 Redirect? This is a question that's often asked by people who just get into 301 redirects, and so I kind of want to clarify what the difference between the two actually is.

But before we begin, I want to introduce our tea today. If you're new to this channel, this is called Zupo's SEO Talk & Tea, and so we always have a tea paired with our videos.

So today we have a Keemun black tea. It's called Hong Cha, which is red tea in Chinese. I don't know why, but in Chinese black tea is called red tea. And so I don't know why in English it was suddenly translated to black tea, but that's probably an entire video in itself that I probably don't have the education to know. I'm here to talk about SEO, so let's go ahead and get brewing.

What is the difference between a 301 redirect and a 302 redirect? Well, first things first, they're both redirects, that's kind of in the name.

Well, the main difference, and it's not too complicated, is that a 301 redirect tells Google this is a permanent redirect, meaning that the move from one URL to another URL is permanent, this is it, and this is a permanent move.

A 302 redirect is a temporary move, and so it just tells Google we're moving URLs, but it's only temporary. So you might ask yourself, when would it be temporary? I found myself, when I first learned about this, when would a URL move be temporary? And you'd be surprised the different use cases.

If you're a retail shop, sometimes you are running specials where you have a special line for the season, or for a week or a holiday, and so you want to unveil a product line, but it's only for a temporary amount of time. So you want the product page to be somewhere else, because it's a new special release, and so your old product page wants to defer to the new product page with all the new releases and stuff. So you would do a temporary one because maybe the special is only going to last four weeks. And so after that you're going to go back to the old URL. That's a good example of a temporary one. Sometimes people do run specials and stuff, and so the specials will update with every season. So sometimes you can do a temporary one for the new special that's only going to last three weeks. So the use cases of a temporary redirect are many.

A 301 is specifically for, "Hey, I am specifically going to move one URL to another, and we do not see a need to change". Now saying that, the reason why it's important to know the difference between the two is a 301 redirect is permanent. So when you use a 301 redirect, how Google sees it, it's a permanent change. And they will provide all the SEO value you've attained for one page and that you're moving to another. They will essentially move most of that value over.

With a 302 redirect, because it's temporary, they will assign the value over, but because they know it's temporary, they will not really give all the value of the old URL to the new one. They'll do it in a lesser point. So if you really want to hedge as much SEO value as possible, and unfortunately there is real no way to quantify it. You just have to know that it's by relativity. 301 is best unless you are truly going to do a temporary move.

So where are people can make a lot of mistakes, is that when they're working with developers or the design team, or they're just doing it themselves, they see a button or check box that says redirect, but you often need to verify that the redirect is a 301, not a 302, because a 302, again remember is temporary. 301 is permanent.

Well, I will tell you, 95% of the time, to 99% of the time I use a 301. If you're not sure I would suggest using a 301, because it passes more SEO value. And I just see more use cases for the 301. There are very unique cases for 302 redirects, and they have their place. But I would say that more often than not, people use them incorrectly and they make mistakes. If you're not sure use 301. If you're truly not sure, ask a professional, go online, go on some forums, ask us, we can assist you with that.

But what I'd say is thus the two difference 301 permanent 302 temporary. 301 passes almost all full value of SEO value from one page to another, 302 passes a lesser amount. So again, 301 probably is the way you want to go if you're redirecting pages on a site.

So I'm going to go ahead and leave it at that. It's not too complex from there, but the use cases can be complex. So everyone has a customized situation. So like I said earlier, please reach out to us, or somebody else, or forums. There's a lot of great ones out there that you could ask for your specific situation. And there'll be people there to help you.

If you guys found that video valuable, or what I talked about valuable, I would love if you guys like and subscribe to our channel, and I'm going to go ahead and pour out my tea now. I haven't had black tea in so long, so it's always fun to have it again. I'm going to go ahead and pour this out. I have my black tea now, but if you guys enjoyed what you saw, I hope to see you guys again soon. And I hope to see you guys in future videos.

Thanks everybody. See you later.

What is Schema


Hi guys. And welcome to another edition of Zupo SEO Talk & Tea. 

Today's conversation is what is schema. Schema is an important conversation when it comes to SEO, because it's brought up a lot. I feel like I see it in a ton of sales proposal, sales deliverables. And when you are interested in SCS, schema always gets brought up as part of a capability that people can offer. So I think it is worth knowing what schema is so that you can understand what's being offered to you.

In addition, this is Zupo SEO Talk & Tea. So if you're new to this channel, we always pair a tea with our videos. I am a personal lover of tea. I drink a lot of it every single day. So I want to introduce the tea today. Today we have a pu'er tea that is not sold by Kirkland. This is just like Kirkland container I use the hold the tea. pu'er tea is a fermented tea that's very popular with, I guess, the Chinese community. It's not very well known in the West. But it's a fermented tea that has very dark leaf and brews very dark liquid or liquor. And so it is almost to me how I describe it, like the black coffee version of tea. It provides that kick. It's very dark and strong. And so I drink a lot of pu'er tea. It's my version of black coffee. But I feel like unlike black coffee, it doesn't make me hyper anxious all the time or things like that. So anyways, let's get brewing. As you can see I'm doing right now, let's get talking about what schema actually is.

So schema is a part of SEO that is kind of the, I would say it's the aesthetic version of SEO. Schema is all about adding a code on your website that tells Google how to better read your site. And the reason why that is important is because if you've ever been on Google search results and you see search results look a little bit different, because there might be ratings under the search result, or there might be a video next to it. Schema is the ability for you to mark up your page so that your search results can look a little bit nicer in the search results. Because the traditional search results are pretty much just texts. It's a blue heading and then I meta a description which was grayish to black tax, and that's the norm.

But over time, Google has very much, I wouldn't say revolutionized that's might be too much of a word, but has improved and iterated on their search results to give a better experience for their users. And as the world has become more digitally savvy, there has been more ability to have images and different visuals to help users when they're using something. So Google is no stranger to that. They have added many visual cues and visual aesthetics to their search results to make a better experience, so that it doesn't look like just an old version of yellow pages texts.

So therefore schema is your ability to add a code on your website, where you can tell Google, like, let's say you're a pizza of shop. I always use this as an example and you're selling pepperoni pizzas. And let's say you allow your customers to review the pizzas that they've had on your site. Well, you can tell Google, "Hey, the pepperoni pizza page, these are the reviews we get. We get four and a half stars. And we've had over 200 reviews, you can add that schema to your site.

And Google, when they see that they can say, "Okay, this is your pepperoni pizza page."

And a schema will notify them, "Hey, this specific section is the reviews." Therefore on search results, it will give you a better shot at letting your search results have reviews in your search result, because sometimes you'll see that, you'll see the stars and how many ratings. And so it gives you a better chance. Now I will say, schema is not your way of dictating it. Schema just gives you a better chance. Google is the ultimate decider. If they want to allow these extra features in your search results, sometimes the search results they will not and some they will. It's ultimately up to them. And how you can best know is just analyzing the search results. Do they allow any search results to have it? Or do they seem like across the board they're not allowing it? Schema is your ability to do that.

Schema does not just branch reviews, there's many versions of it. You can do it through authors, you can do it through videos, you can do it through reviews, like I just said. There's many different versions and the documentary is vast and wide. And so it depends on what kind of company you are in, what kind of business you're in, what kind of search results competing in. That will kind of dictate the schema you have. For example if you're a video production company, or do you do videos, video schema is important for you because you want your videos to show up. Or if you're selling products, reviews mean a lot. It'll depend, schema has many different little I'm a little, but schema has many different subsections that you can kind of go into. And so I'd encourage you, if you want to spruce up your search results that's what you can do.

But I do you want to end the video by saying a schema does not influence, or is not causal with your rankings. So a lot of people think schema helps your rankings, but it does not do so. So schema is more of a cherry on top. That is the best way I can put it. So adding schema doesn't necessarily give you a ranking boost, but adding schema can improve your click through rate. Because if your search results looks a little bit more enticing, more people will click it when they see you in the search results. And click through rate is a signal for Google. So the best way to put it is schema is a secondary correlated kind of like kind of influence on your results, where it influences another factor that does influence your rankings. So it has like a secondary degree connection to that, but it is a far cry to say that schema itself helps your rankings. It's more of a trickle down effect than it is like one-to-one.

So if someone is telling you, it does help, that's true, but understand the degree to how much it helps. So schema is much more about the click through rate and the final step, more so than it is in the beginning to help you increase your rankings. So when you're doing schema ensure that it's priority, I know of campaigns where I've seen them do schema first and I sometimes I'm wondering, "Why would you do that first when it has almost a minor effect on your search results?" You need to be focusing on other things, especially if you're not ranking well.

But hopefully, that kind of gives you a better understanding of what schema actually is. If you guys found that video likable, if I helped you understand something, I would really appreciate if you guys like and subscribe to the channel. I'm going to go ahead and pour out my pu'er tea. I think a small leaf just flew in there. But hey, whatever, it's leaf, I'll drink it. I'm going to go ahead and enjoy my pu'er tea. If you guys liked what you saw, I really hope to see you guys again soon on other videos. Cheers. Thanks everybody.

What is a Featured Snippet


Hi guys, and welcome to another edition of Zupo SEO Talk & Tea. 

Today's conversation is, 'What is a featured snippet?' Featured snippets have become relatively popular and en vogue for SEO discussions the last three or four years, so I thought it warranted a video to talk about what they actually are if you don't know what they are.

This is Zupo SEO Talk & Tea, so I need to introduce the tea before we talk SEO. It's a [Kemang 00:00:29] black tea. I bought this from a company called Tea Station. They're one of the OG boba shops. If you're watching this somewhere else maybe you call it boba tea, but they're one of the original boba shops, especially in the California area, Southern California area, that I remember. So I bought this black tea from them 6-7 years ago and I still have it. So, shows you how long this thing is. But let's go ahead and get brewing and talking about what a feature snippet is.

So, a feature snippet is kind of a... When I say, "New," I mean new in the last five years... New feature of Google Searches where they... If you've been using Google, you've noticed that there's a stark different from what Google looked like 10, 15 years ago compared to what they look like now. Currently, Google now pretty much looks very... the interface of their search is much more interactive. There's much more images, maps, it's not just text results anymore. Even though a lot of people think of Google as only Text results, it has changed very much.

So what a featured snippet is, is if you've ever Googled something and then you see a big box on the top, and there's just a box with like a black box around it, and then there's text, and they're really emphasizing the information in that box, that's what they call a featured snippet. A featured snippet can be in different places, but the most common that people discuss is the very top, and some people call it position zero. But a featured snippet is essentially that box that has the text, and sometimes it has a full answer or it has a elongated response.

So a featured snippet is when your site attains that box, and then you're essentially placed above everything else, and then you have the answer. So sometimes an image is included. The famous case that people know is that if you type in lyrics, sometimes they'll have the entire lyrics in that box. It really varies on what the format is. There isn't just one way, but I think the traditional way is just a box answer, sometimes an image, and then on the bottom it'll source where the site is from.

So a feature snippet is what they call position zero. It's what they call when you're doing Google Search results, it's a little different search listing. So a featured snippet is your ability to kind of change the way you look on Google Searches, and so a featured snippet is a great way for your company to stand out if you want that position. Now I will note that featured snippets can vary a lot. So you can have varied many different kinds of featured snippets. So as I'm saying that, maybe that's where a video can be made, or a guide, or a video guide be made about all the different snippets that you can have. Because I will say that the snippets and featured snippets are not as straightforward as you might think. I'll have another video about it, but featured snippets have their own kind of controversy in that people who have attained them actually don't want them.

So the thing to remember is that a featured snippet is something that you can attain with your website. Oftentimes to attain the featured snippet, you need to be on the first page first. If your company isn't on the first page of Google already, it'll be difficult for you to attain the featured snippet. So just again, but in summary, this will for a video, a featured snippet is that box where it kind of calls out text. It might be just like a paragraph, or it might be even lyrics and it has an image and just sources your site, and they've placed it above the other search results, and it looks bigger, cleaner, and just stands out more than other search results.

That's kind of what a featured snippet is. And essentially sometimes it's great for your company to have because they will place you on the top. But if you're interested to know why there's controversy, I'm going to film another video talking about that and then we can kind of dive in to what the controversy is and how you should navigate understanding if you want featured snippets for yourself, or if you feel like you should kind of shelve it. I'm going to go ahead and leave it at that. I'm going to go ahead and pour my tea out.

If you guys found that video valuable and you liked what you saw, please like and subscribe. I'm going to go ahead and have my black tea now. I hope to see you guys again soon. Thanks, everybody.

What is a 301 Redirect


Hi guys, and welcome to another edition of Zupo SEO Talk & Tea. 

Today's conversation is, what is a 301 redirect? The reason why we're talking about this is because I was filming another video, and I was talking about 301 redirects and I realized, I don't think I've ever made a video about that.

So I'm assuming if you're watching this, you probably don't know what a 301 redirect, and today's video will be about defining what that is. But before we jump on in, if you're new to our video series, this is Zupo SEO Talk & Tea, so we don't start any SEO conversation without introducing some tea.

So today we have a green tea that is kind of an interesting green tea. It tastes a little bit sweeter than your normal green tea, but there's no sugar added or anything, so it has that like sweet bitterly taste. I have no idea how to relate that to any food because I can't think of what the hell is sweet and bitter, but I know this is.

So let's go ahead and jump on in. So what is a 301 redirect? A 301 redirect... And by the way, I'm not going to be very academic with this. If you want to Google what the actual academic definition is, I would actually suggest that. I, when I define things is much more executional than academics, so I'm going to define this executionally.

A 301 redirect is essentially a code or a signal you can put on your website that tells Google, this page is now that page. So it's essentially what you would use if you were moving pages to signal that you have moved a page.

So let's use a quick example. Let's say I have a piece of shop and you have, let's just say your About Us page. This happens all the time. I know the example sounds weird, but it happens all the time. Let's say you have an About Us page, there's, and that's cool. It's where your About Us page is, and then you just say, you know what? I'm going to redesign it and we're going to move the URL to We're going to change it from /about to /about-us.

The reasons can be very many. For us, we can be like, you know what? I think I want to put About Us, or sometimes it's not even something you intended to do, you just randomly did it. But a 301 redirect would then tell Google, okay, this .com/about is now moved to /about-us. It tells Google that I am permanently redirecting this old page to a new URL.

And use cases of 301s are very many. Like for example, when you are merging two blog posts, let's say you wrote a blog post about let's just say how to make a pepperoni pizza, and then you have another blog post that says how to make pepperoni, and then you think to yourself, why don't I just combine that? And so you decide to combine the blog posts.

Well, you're going to have to delete one of them because you're going to combine them. Well, that's another reason for a 301 redirect, which is you can say, How to Make a Pepperoni blog post when I delete that, we're going to move it and merge it with How to Make a Pepperoni Pizza. So that's a one blog post.

Well, 301 redirect would then tell Google, "Okay, we used to have to the How to Make Pepperoni blog post is now being moved into another piece, so the old URL is now associated with this new URL as merging these two. The reason why that's important is two pronged; one, as your site grows, old pages will be deleted and new ones will be created. The problem is Google's indexing your site, so they know where all the URLs are.

When you update and delete URLs, they need to know. But the only thing is in their index, they may not know you have updated. A 301 redirect is their way of telling, "Oh, let us not show searchers that page anymore, because it's not there anymore." The 301 will tell them what the new page is. That's why [inaudible 00:03:49] really important is it tells Google and searchers where to go if they're looking for an old URL.

Second, it passes a SEO value. For the How to Make Pepperoni blog post, if you want to merge it together, let's say you got some press about it. Some people really liked it and they linked it to it. Well, if you do not 301 redirect from that blog post into the one you're moving into, what will happen is you'll essentially lose the links because they will be central 404 page, which means it doesn't exist. And the 404 would then be like, okay, this URL exists, but there's no content on it. The links being sent there would be sent there, but there's nothing to see.

So 301 redirect will also pass whatever link value to that URL, so where you eventually want it to go. That way, all the work you've ever done can be amassed together, that way you're not starting all over again. So where a 301 redirect is very important is that it lets you be nimble and flexible. If you want to make your site big, if you want to make adjustments, 301s do not sacrifice SEO, it actually lets you move things quite efficiently.

So if you want to make changes, you don't have to be like, "Oh, well, we spent so much work on this page, you can 301 it, and it will pass all the SEO value for you. So a 301 redirect is very important in the sense that life is going to make changes, business will have changes, your website will have changes.

301s allow you to make changes without sacrificing your SEO, and it also allows you to actually strategically place where you want your legs to be going. So 301s can be used in a variety of ways. Just defining it doesn't really give it justice of how many things you can do with it, but a 301 to be honest is an SEO person's tool belt. You'd be surprised how much you actually use it. And it's something that's very important as you work on your own SEO for your site or you work with clients.

But I'm going to go ahead and finish it off there with 301 redirects, there is a lot of great literature out there, again, like I said, if you want a more academic definition that you can quote, that's not kind of what I'm here to do. I would really encourage you to Google it, because I'm not going to memorize a definition like that, but I will tell you how it's used.

So if you guys found that valuable, if you liked what you saw, I would appreciate if you guys liked and subscribe, I'm going to go ahead and pour out my tea and then I hope to see you guys again soon. Thanks everybody. Ooh, that's good.

Controversy over Featured Snippet


Hi guys. Welcome to another edition of Zupo's SEO Talk and Tea. 

Today's conversation is the controversy over featured snippets. Now, when I say the controversy, I don't have a crazy opinion about it, but featured snippets are not as cut and dry as other SEO tactics or results and so it deserves some attention because it has something that SEOs have heavily debated. Therefore, I do want to have a conversation about it.

But today I want to introduce the tea we have today. Today the tea is not Kirkland because that's just the box I use, but it's Pu'Er Tea. Pu'Er Tea a fermented tea that's really popular in China. It's not as well known in the West, but Pu'Er Tea, the best way I can explain it is the closest thing you're going to get to black tea. It is a dark tea leaf. It brews very dark liquid, a dark liquid tea, and a dark color. And also it's pretty strong. I drink it as my way of getting a kick in the morning. It is definitely kind of a black coffee kind of version of tea.

Let's go ahead and get brewing and get talking about the controversy about featured snippets. In another video I defined what featured snippets are. If you need to know, you don't even know what a feature snippet is, I would kind of garner over there and go watch that video first and then we can talk about the controversy later, because you probably need to know what it is first.

But the controversy over featured snippets is that though it places you very high on Google [inaudible 00:01:22] box, something that kind of makes sense with featured snippets is if you've ever, and I'm going to use a good example here, if you've ever looked up the lyrics of a song, sometimes, or a lot of times, the feature snippet will appear with the lyrics on the top. It'll kind of have the entire songs lyrics right there in that box so you don't have to click anywhere. So for Google, that's great for their users because they want to make their search results as convenient as possible so people want to keep using Google. That makes sense.

Now the problem is if someone sees the entire set of lyrics on the feature of snippet, why would they need to click anywhere else? The problem is for a lot of sites, is that even though they get the featured snippet and their content is being placed on that snippet, what can happen is that when people see in the search results, they don't need to click to your site and therefore they see this [inaudible 00:02:12] and they leave. Because they're not really on your website, you will not be able to truly convert them. And even on another level, you may not even be able to leave a good impression on them, because if they are seeing it on Google, and though you are sourced on the very bottom, it's not impressionable enough where you were the brand or the company to give them that information. [inaudible 00:02:38] Google gave them that information.

Therefore, I have seen studies and people talk about when their site got the featured snippet, they lost 50% of their traffic because people just weren't looking. It's difficult because it is a tough situation. Do you want to give your competitors the feature of snippet because you'd rather have the traffic to your website, but then if you let your competitors have the featured snippet, they will be on the top.

It's a very difficult conversation. But I do know for most companies, it comes down to how many people are coming to your website and how many sales we're getting. I've seen a lot of companies defer away from featured snippets and then rather not be on the featured snippet and just have the traffic come into their website so you [inaudible 00:03:20] to click a certain result.

Featured snippets aren't as great and easy to understand as you may think. Google has listened to the community and they've actually introduced an ability or a code that you can put on your site to tell them I don't want this page to be as a featured snippet, because they've heard it out. It's kind of a hard balance because of one, sometimes you want to have your listing on the top in that featured snippet, because it's great to see your site on there, but is it worth it to see the sacrifice of traffic by people not clicking on your site?

There's a lot of different ways to do it, and unfortunately I don't have one answer for you. I've seen featured snippets that look great and they don't sacrifice clicks. Because for example, there are comparison guides or product review guides where you'll see the information in the featured snippet, but it's not going to give you enough so you're going to click more into it. That's great, to be honest. That's great because it will lead more clicks to you.

But there's other ones like the lyrics one that if we're on there why would they even click to our website? The controversy is there. I would say when you're talking about featured snippets, don't assume that they're the best. And don't assume position zero is where you want to be.

Now I would encourage you as you go about your own website, measure the results yourself and have an intro discussion on how you want to approach it. Do you care about the branding of being number one or would you rather have the traffic to your website? It would depend on what kind of featured snippet it is, what kind of content there is in there, and then what the ultimate results of your site are. You can use the code to say you don't want to be in featured snippets, but it is something to kind of be on the lookout for and be careful about making featured snippets a good thing right off the bat. It does depend on your business and what kind of featured snippet and essentially the ultimate results of [Alex 00:05:07] of your website.

Hopefully I was able to illustrate that controversy a little bit. The point of this video is to not solve it. I'm not here to solve the controversy. I don't want to really have any hard feelings about it. To me, the only feeling I have is let the data talk, if we're going to keep it or not. Hopefully you can kind of do that the same.

If you guys found the video valuable and you liked what you heard, I'd appreciate if you guys would like and subscribe. I'm going to go have my Pu'Er Tea now. It's kind of been a long week, so I kind of want to have a kick and some tea. But if you guys found that valuable, I do really hope to see you guys again soon in another video. I'm going to go ahead and and enjoy my tea now. Thanks guys. Hope to see you guys again soon. Oh, yes.

Before you Delete Pages Make Sure you Check or Redirect the Links


Hi guys and welcome to another edition of Zupo SEO Talk & Tea. 

Today's conversation is making sure you check links or make sure you check the links or redirects on a page before you delete it. And that's a really important conversation because a lot of people when they're editing a website you have to move fast, you need to add pages, edit pages, you've got to move things around. Sometimes when that happens, people can forget the SEO implications.

Before we dive on in, I do want to introduce the tea we have today. Today we have green tea. This is the green tea I'll occasionally have on the show. I'm just a little bit of a different kind of green tea. Typically when I drink green tea, I like to have the more traditional Chinese style green tea, which is a little bit, I would say, like people think of green tea I think of a little bit of bitterness and that's kind what I think of it too, it's just that little bit of bitterness, not with such a heavy, negative connotation. I think of it just as almost like a calming bitterness, although that might sound kind of weird, or I guess like, it doesn't make sense, but it makes sense to me is that I like kind of that bittery kind of taste in my mouth.

But anyways, this tea is a little bit unique, it changes the bitterness a little bit. The bitterness is kind of there, but it has a little bit of sweetness to it, which I think when you say sweetness, people think automatically it's going to taste good, but it's an interesting mix and I occasionally will drink it, but it is not always my favorite, but I still drink it pretty heavily when I do green tea.

But let's go ahead and get on brewing and talking about changing links and all that kind of stuff. I just realized wrong teapot. There you go. So let's go ahead and get brewing. So when you are deleting pages or anything like that on the website, oftentimes when you do so you do it so quickly because you're trying to make updates on the site and you might have 10 other things you need to be doing, right? And so something that I want to kind of reiterate is when you're deleting pages, what people often can forget is the SEO value. And so what I mean by that is oftentimes when you're deleting a webpage, there can be links driven to that page. For example, like blog posts, a lot of people would like to delete blog posts or change service pages, and so the thing that's important is that it may make sense to you that the about page changed to about us because you just want to change the URL or services pages changed to some other URL.

That might sound obvious on the user interface level. Like, okay, this page used to be this, but now it's that. But for SEO purposes, everything revolves around URLs. So let's use a very simplistic example. Let's say I'm a pizza shop and then I have a service page, I put like pizza and breadsticks, we sell pizza and breadsticks. And then because of business upgrades, we decided, hey, you know what, we can sell breadsticks without pizza, if someone really wants to order breadsticks that's fine. So instead of on our page where we say pizza and breadsticks, we could do many different things. Let's say we decided, you know what, we're going to change, we're going to do pizza and breadsticks as two separate pages instead of one.

So what we're going to do is delete the main one and put pizza and breadsticks. Now that's intuitive I get that, but what can often happen is that for your website, sometimes you may be linking to that page. And now the problem is links are driven to pages on your site, specifically URLs. Now, if you delete that page and you put two new ones, all the links you've ever driven to that page will then be driven to a page that doesn't exist. Essentially, you almost lose the link equity. It will still be sent to your domain, but it's sent to what's called a 404 page, which essentially means nothing exists here. And so when Google sees the links driven to a 404 page, they don't like that, because one, they don't want their users to find pages that don't exist, that makes their search engine look worse.

So when link's being sent to a 404 page, they know that someone is endorsing passing link equity to a page, but that page doesn't exist. And so though your domain might help as a whole, they'll know that there's a page that doesn't exist anymore that has these links, but they don't know to associate it with what, right. So what's important to do is before you delete the page, you want to insert a 301 redirect, which tells Google, okay, though this 404 page doesn't exist anymore, what I want is that this page will now function as this page. So what you could do for the pizza and breadsticks page is 301 redirect that one to the new pizza page. And that way you can tell Google, Hey, I know that this page used to exist, but now we are permanently moving this to the pizza page. Therefore, all links and all traffic to that URL gets sent to the pizza page.

The benefit of that is not only user face, because of course you don't want users or links to be sent to a nonexistent page, but second, it then passes all link equity. All the work you've done, SEO wise will then get transferred over to the pizza page and Google recognizes the 301 redirect as a permit move and that's your way of communicating it. That way when you create new pages, what people don't realize is you simply start from scratch when you have a new page, if you don't do the redirects. But when you add the redirect it tells Google, okay, I'm moving it but that doesn't mean this is a whole new thing. What I'm doing is this is where I used to be, this is all the link equity and SEO value I've ever built, we're going to change the URL, that doesn't mean we're throwing this away, we're just moving it to this new URL, right?

So that's kind of the way I would kind of operate when you're redesigning a site or you're just changing pages, make sure you cross reference that. I don't blame people for making that mistake. Honestly, when I'm redesigning a site or making edits, you just want to make the edit and get on with your day, and that's understandable. But whenever you're doing edits, you do want to do a quick check to make sure all right how many links are being driven to this page and are we going to 301 redirect it. Otherwise, you might have a website that has so many 404 pages that it becomes an issue. So I would remind everyone, please, go ahead and check before you delete and move pages, the old pages on the SEO value, and that can be pretty simple using any SEO tool.

But anyways, I hope that that was helpful. But when you're doing your website edits, please make sure you go ahead and check back. If you guys found the video valuable and this information interesting, I would really appreciate you guys if you liked and subscribe. I'm going to go ahead and enjoy this green tea. It is relatively a cloudy day. Actually earlier today it was raining so I actually had to stop filming. Actually, it was right before I was going to start. This green tea is a little bit of a nice slow down, it's cloudy, get to enjoy some tea. So I'm going to go ahead and start enjoying this and I hope to see you guys again soon in another video. Thanks everybody. Cheers. Woo, yeah.

When to remove content from your website


Hi guys, and welcome to another edition of Zupo SEO Talk & Tea. 

Today's conversation is when to remove content from your website. A lot of times, if your Google rankings have fallen or you've been penalized, one of the first things that SEOs and people on the web will recommend is to delete old content or delete thin content. So that's kind of what I want to talk about today, is when to know when to delete content. That's constantly asked of me, and so that's something that I think that deserves a conversation, but again, today is a Zupo SEO Talk & Tea, so I want to introduce the tea we have today. This is a tea that was gifted to me years ago by someone who I worked with. It's a chamomile citrus tea. In another video, I taste tested it for the first time, so we're going to give it a second round and see how this goes.

So let's go ahead and get brewing. I think the key, though, is it's a little peppery slash citrusy. So I think I'm going to brew it for a short period of time because it got strong really quickly and I don't even think I brewed it for very long the first time, but I'm going to probably do this fairly quickly, but let's go ahead and get talking about when to remove content. So Google has said that they don't like thin content, they don't like duplicate content, and they don't like when content is obviously spammed. So what I want to focus on is that I get asked all the time by websites, "Hey, should I start deleting my content? Can you take a look at it?"

So something that I would say is that Google has explicitly said in their literature that if your site is less than 10,000 to 100,000 pages, then you probably don't need to be worrying about content. The content issue for them was, when you need to start deleting content, is more for large, enormous websites that are so massive and there's so much content on there that could be arguably thin or duplicate. That's when it really matters. So what I would say is if your website is less than 10,000 pages, you probably don't need to be deleting any content. Actually, I would advise against it. Content libraries are important so that Google can better understand what your site is about. The more content that you have to reinforce topics and keywords you're trying to rank for, the better. So actually deleting content can hurt you because you can be seen as less reliable or less thorough because the size of your site, and the content isn't that large, where you're not really supporting your authority, your expertise in the topic, right? So what I would say is, nine times out of 10, if your site is less than 10,000 pages, I'd say do not delete content.

There are caveats though, and I have done this before. I have inherited websites where the client has hired companies before, where they did really bad content, where it doesn't even read right. It doesn't sound English. It sounds really spammy. It's obviously internationally outsourced, right? So in those cases, I would delete it. So my rule is, only delete content, if your site is less than 10,000 pages, if the content is obviously thin or just terrible quality, so it doesn't read right, has no relevance to the website, or is just really short. So I've even seen blog posts that are a hundred words. There's no need for that, right? So generally what I like to do is I never delete content. I will only delete it if it's just pitifully bad, where if someone saw it ... it almost would have hurt the brand if someone saw it because it's so low quality, but what I will do, on the other hand, though, is I will merge content sometimes. So sometimes if I have four different blog posts and I feel like they'd be better merged into one large blog post, we can do that.

So the quick answer to all of this is, if you're site is less than 10,000 pages, don't worry about deleting content. If your pages tend to 100,000 pages of content, then yes, there may be some level of deleting content, but before I rush in to delete content, I would segment the content out to ensure how much content you have for different key groups of entities that you're focusing on, and make sure you don't delete entire libraries devoted to one topic if that one topic is really important to rank for you, right?

So in total do not delete content if your site is less than 10,000 pages, unless it's obviously atrocious content or thin. Otherwise, there's other ways to kind of get around deleting content. You can combine them into one blog post, you can move the blog post, or just add to it yourself. You can edit it. There's so many things you can do before deleting. I would say be creative, edit it, add to it, update it, merge it with something else. You don't always need to delete it. I think deleting it is a tactic that is not really appropriate for most websites, especially those under 10,000 pages. There's many things you can do instead, and so the key is do not delete just to delete, refine. That's better for SEO, refine, update the content, add to it, edit it. Refining is much better because not only do you already have a page and then you can add to it, Google likes seeing websites that constantly update themselves, but if you delete it, you're actually going the opposite way. You're a website that looks like you are debilitating. You are deteriorating, in the sense that your site's getting smaller and you're not updating it, in the sense that you're not growing it, right?

So in that case, the short answer is always don't. There's probably five things before deleting a piece of content that you could do before you get to the point where you need to trash it, right? So I always say, if you're under 10,000, don't delete it. You can edit, update it, merge it, many other things you can do before you need to delete content. So hopefully you guys found that valuable. I'm going to go ahead and start brewing my tea, but if you guys liked the video, please like and subscribe. Did I just say, "I'm going to brew my tea?" I already brewed it. I'm going to have my tea, but if you guys enjoyed the video, I hope to see you guys again soon. Thanks everybody.

What is a Site Migration and When Do I Use It


Hi everybody. And welcome to another edition of Zupo SEO Talk & Tea.

Today's conversation is what is an SEO migration and when do you use it? It's a really important concept because I feel like a lot of people actually, hadn't no idea what a site migration is. And it's actually one of the more important SEO tactics to understand. And then second, I think a lot of people think they'll never need it because they're not ever going to move sites, but you'd be surprised that many different reasons why you may need a site migration.

But before we jump on in, I want to introduce the tea we have today. We have a Pu'Er Tea that my grandma gifted to me. My mom usually goes back to our home country of Malaysia two or three times a year and she always brings back a nice little goodies from my family, who they love tea as well. So they will gift me some of the tea they have. But let's go ahead and get brewing. Pu'Er is a great way to start the day. You can tell today is a little cloudy. I guess you can't tell it's cold, but you can tell it's cloudy, which means it's a little cold. So having a nice cup of Pu'Er Tea to start the day is kind of what I'm looking forward to. But anyways, let's go ahead and get that brewed up and then let's talk about what a site migration is.

So what a site migration is, is it's a feature that Google has through their Google search console, where you can essentially document and let Google know that you are moving sites. And the reason why that is important is because there are many reasons why you can move a site and site migrations is a way to communicate with Google exactly what you're trying to do.

So let me give you the most common example that people will enter into a site migration. Let's say, for example, you want to move your URL to a new URL because you're rebranding. Let's say you've changed your company name and you need a new URL. That's an example of why you might need a site migration. There's a lot of other different reasons as well. For example, if you are a company acquiring other companies, let's say your company A has bought company B and C. Well most likely those company B and Cs will not function anymore in terms of the front facing to the clients or the market. They will essentially be a part of your company. So they will be merged into your company. So that's another example of a site migration where you have three websites but you want to merge two of them into the one that you own right there and then.

So that's another example of a site migration. And there's a couple more that you can go into. For example, there's another one where you own three different sites already, and you just feel like it's too much to manage so you want to merge them altogether. There's very differing reasons. I have encountered many where I'm surprised that that needed a site migration. But I guess the best way to tell if you need a site migration or what it is and when you need it, is a site migration will be needed any time you are combining different domains or URLs into one, or you're switching one over. So those are the main two methods, either your domain to another one or you're combining them.

And so site migration, let me tell you why it's important. When you are doing a site migration, let's use the basic example first where you own a website and you want to move to a different domain. Let's say you've spent five years under this brand, but then after a great brand refresh, you'll look slicker, you'll look cooler and you're going to design a new website and you have a new URL for it. In that case it's great, but what a lot of companies do is they just switch the URL over and just do a simple 301 redirect for the whole domain. And that's fine but the problem is that doesn't really communicate with Google what's going on. They may see the 301 redirect, and that's great, they'll see that the whole domain has moved over, but it does wash away and wipe out a lot of SEO you've done in the past. Here's why.

So if you own this website for, let's say, five years and you had different products and services, you probably already done a SEO to try to rank for those before. And even if you haven't, you'd be surprised what a website will unintentionally rank for. So you probably have a handful of keywords and links that point to the site and you're ranked for some keywords. What you need to do with a site migration is it tells Google, "Okay, I'm going to migrate from this site to that site and you need to map the site." So you have a Home, About Us, Products, Services, Blog, different blog posts and Contact Us. They need to be 301 redirect one-to-one. So the old homepage to the new home page, the old service page with the new service pages and the blog posts and so on. The reason why that's important is because all the pages on your site that were ranking, if you 301 redirect them to the new site and you do the site migration, you tell Google through their search console, it will dictate to Google. "Hey, these are the two sites that I'm transferring. One from this one. These are the pages that match up. Oh, and by the way, they're redirecting so therefore all links and keywords I'm ranking for, please migrate them and document them for my new website."

And the reason why that's important is because once you do that correctly, the rankings, all the links, all the referring domains you've ever required, will be transferred to your new site. Therefore, you're not starting over, or you're not starting fresh. You are starting as a stepping stone. And I know I've encountered companies and business owners who have said, "I want to start off fresh." That's fine. But when you do this SEO migration, there is no transfer of front facing to the consumer on your website. It's more the backend, the SEO links coming in, the referring domains, like the rankings you have. And so what you don't want to do is get a new site and lose your rankings. And then, though you have a new website, no one can find you. So don't redo your SEO. You can migrate it over. So I would highly recommend this if you ever done a brand refresh.

And if you have done a site change in the last two years and you didn't do what I just said, it's not too late. Go back and try to do that. You can still do the site migration if you own the URL domain, and then you can kind of merge the sites. So anyways, in conclusion, site migrations are really important if you're acquiring companies, you're acquiring websites or you're merging two different websites together, or you're transferring your website to another, it's really important because if you don't do it, you lose all SEO value.

So if you've been working at this, your job or your company, for five, seven years, 10 years, and you've built this great business, but you're doing a change, make sure you move all the SEO work you've ever done over. If you don't, you essentially have to start all over and you might as well just be a brand new, fresh website, which can arguably make you repeat five to seven more years of SEO work. So hopefully that was helpful. If you're doing a site migration, it is complex, so I would say this isn't the video that's definitively explaining how to do a migration. I'm more explaining what a migration is. If you're could going to go enter into a site migration, there's a lot of great tools out there. SEMrush has a great site migration guide that you can use. And there's a lot of literature.

So I would encourage you to read up on it. But if you have any questions, you can feel free to leave it in the comments or email the company. I will find the email and then I can get back to you about specific questions. But if you found that valuable, I hope you did find that valuable, please like and subscribe. I'm going to go ahead and have my first cup of the tea of the day. And I hope to see you guys again soon. Thanks everybody.

The first page of Google isn’t always 10 results


Hi, guys. Welcome to another edition of Zupo's SEO Talk & Tea. 

Today's conversation is that the first page of Google isn't always ten results. I know that sounds weird, but I think something that most people are starting to realize. I just wanted to film a quick video to explain and reaffirm that, that is truly the case. Before we jump in, I want to introduce the tea we have today. We have the Magic Dragon Tea. It's a dragon fruit tea. It's really sweet.

I've had it before on this YouTube series. I just thought to have it again. I haven't had it in a while, so I thought to have it. I always giggle a bit with that name, the Magic Dragon. Not sure why. I was telling my girlfriend and people in my house about how funny the name is, and nobody laughed. I'm going to keep laughing at it, though. I just think it's hilarious. Let's go talking about the first page at Google and the ten results.

Historically, the first page of Google has always had ten results. That's kind of what everyone has understood. Over the last five, ten years, Google has really updated their Google search results to add a lot of new features. Some of these include the Google map pack, where they have the three businesses that you can see if you're typing in a local search. They have shopping results, now. They have a carousel of news articles.

There's a lot of different things that will now appear. Saying that, when you're doing SEO something that's really important is that when you're managing and measuring many keywords, a lot of times SEO campaigns are managing hundreds of keywords at one time. It's easy to think, "Okay. Let's just look up the numbers. Are we in the top ten?" I will always encourage you, what we have found, and we've done this with personal experience is that, there are key words that sometimes are not ten results on the first page.

Sometimes it's seven. The reason why that can happen ism sometimes the first result for Google is expanded so that the first website that appears has site links also included below it. There's one, two, three, four, five, six site links included. Sometimes there's a map. Sometimes it's a carousel. Each of those additional search features takes a spot away. What I would always encourage you is, when you're doing SEO short list the key words that mean the most to you.

Then do a live Google search to see how many search results on the first page, and what's going to take. I work with one of my clients. We have two keywords that we are particularly interested in ranking for. What we have found is that, the first ten results are not the first page. It's the first seven. We need to recalibrate our own SEO and our own reporting to understand the seven is the first page. Not ten.

That's really important in the sense that, if you think you're on the first page because you see ten or nine, sometimes it can be a juke or it can be a misnomer. You need to do the Google search yourself and ensure that it is actually the first page. On a wider scale, like I just said, short list keywords that mean the most to you. Then start Googling them to ensure that is it the first seven, the first eight, the first ten, the first five?

You never know what it's going to be. It can be always changing. What I would ensure is that, you don't need to do this for every keyword. I would say Google is still at a point where most of the time, it's the first ten. Out of the first page, but sometimes there will be search results are less than ten. It is very important and imperative for the keywords that mean the most to your company to check. For example, those two keywords, we constantly monitor the first seven because we know that's the seven.

Ensure you're doing that for the high volume keywords for yourself. Therefore, you have a more clearer picture if you truly are ranking on the first page of Google. This doesn't require too much in your conversation. It's more of just a reminder to you guys, but ensure that you're double checking to see that you know how many results are on the first page. Therefore, your rankings will be much more accurate. Hopefully, that will help you guys in your SEO strategies. If you guys found that valuable, please like and subscribe. I'm going to have my Magic Dragon tea. I hope to see you guys again soon. Thanks everybody. Ooh, sweet. Too sweet.

How to expand your keyword strategy when you get a win


Hi, everybody, and welcome to another edition of Zupo's SEO Talk & Tea. 

Today's conversation is how to expand your keyword strategy when you've already started getting some wins. This is important because what I mean by this is lots of companies, when they go into SEO, they can start actually ranking for the keywords they want. If that happens, what do you do next? I think that is a natural question. I'm already starting to rank for the keywords I have, what do I do next? We're going to go ahead and have that conversation today, but first I want to introduce the tea, because this is Zupo SEO Talk & Tea. Today we have a tea that was gifted to me I think two or three years ago. It's been a long time. It's been just in my cupboard. It's a chamomile and citrus tea, and it comes in these little teabags. I'm going to do something a little different. I usually only use loose leaf tea for these videos, but I had it in the cupboard and I thought, "Hey, I haven't tried these yet. I might as well go ahead and try it."

I'm going to go ahead and see how this tastes, but as we get brewing, let's get talking. Let's say you have experienced your first win, you had chosen keywords, you focused on SEO, and now you're ranking for keywords that you had wanted to. That's great. What's next? Generally what I do with all my clients, when we get our wins for SEO, we start expanding beyond there. SEO is not something that you should be stationary. You should always look to be expanding into related keyword groups. What I mean by that is when you are ranking for keywords, oftentimes there are easy wins that you can transfer into. There's many ways you can go about this.

The first thing I want to set straight, just so that we're all on the same page, is after you get a win in terms of ranking for your keywords you have chosen, the thing to not do is stop SEO, because the one thing I always like to remind people is SEO is not a stagnant game. Your competition will not be happy you have outranked them. Therefore, you need to continue doing SEO so that you will be able to maintain your rankings, but second, the best way to maintain your rankings is to have a good offense. What I mean by having a good offense is you want to go ahead and then look for new opportunities, because if you look for new opportunities, you will then have to do more SEO, more link building, more content building, and that will only help your current rankings for the keywords you're already ranking for. You just want your SEO to be an ever-growing machine or an organism that you are able to constantly evolve and grow.

Saying that, you want to expand your keyword strategy to similar markets, but second, how do you do that? What I would recommend is there's two ways I generally do it. One is, first, I just talk to the business or I work with the business, what are other things that you could rank for that we're not ranking for? That one is the obvious one. The second way to also do it is when you're doing SEO, your website will start ranking for keywords that you were unaware of. A good example is I had a client who, they're a video production company, and before we knew it, we weren't even really trying to do anything, we noticed that they were starting to rank well for app commercial type of keywords. We went in, we took a look at it, and started exploring, are there other keywords in this keyword grouping that we can focus on because we're already ranking for it?

If you get to a point where you have wins for your keyword strategy and you're starting to rank, you want to take it two ways. One, think about your other business operations, and then, can you also go for SEO strategies and do keyword research on those business operations and then choose those? That's the most common way, or second, you might find that your site is ranking for some keywords that you were unaware of, but they make sense, and then you can double down on those.

The most important thing to take away from this is do not stop your SEO. When it comes to winning on some keywords and you start ranking for them, ensure that you keep growing. Look for new keyword opportunities. They can be more niche, they can be completely different, but a different service you sell, or they can be for keywords you rank for but you want to double down. That's what I would encourage you to do. Don't stay stagnant. Don't stop. You really need to keep growing because the best way to ensure a good defense is a good offense. A good offense means you keep expanding and you keep growing, because there are infinite amounts of searches and your site needs to continue to grow or get as much business and leads as possible by ranking for as many keyword results as possible.

This video is more about concept and strategy. What I want you guys to take away is don't stay stagnant, don't stop, ensure that you keep going with your SEO strategy. Even if you already rank for keywords that you originally chose, keep going farther and farther. Where really SEO gets profitable is when you can start iterating and gaining more keywords that you can rank for beyond the original set. As you keep growing, you'll find more and more business and you'll find more and more opportunities.

Hopefully you guys found that valuable. I think it's a strategy that I would like to see more companies do. SEO is not a onetime thing. You want it to be an ever-growing machine in your company. If you found that video valuable, please like and subscribe. I'm going to go ahead and try this. You guys can do a live taste test with me now, and we'll see how this tastes. Really citrusy, but it's a citrusy in a peppery kind of way. I'm not sure. What is it again? Chamomile citrus. I don't know. It tastes a little like citrus peppery. Interesting.

Well, I won't keep you guys for too long. Thank you again for watching the video and I hope to see you guys again soon. Thanks, everybody.

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