Category Archives for SEM

Complete Guide to Developing a Winning B2B SEO Strategy

What Is B2B SEO and Why is it Important?

Most marketers are familiar with the concept of search engine optimization (SEO) and its role in helping your website rank higher in search results. But some may not be aware that they must approach SEO differently – and use different methods of optimization – if they sell to businesses (B2B) rather than directly to consumers (B2C).

Whereas consumers have ultimate purchasing power, businesses usually require sign-off from several people or departments before a buy is approved. Since the price for items businesses purchase tends to be much higher than for goods sold to consumers, the sales cycle is generally extended over a longer period of time and progresses in increments. 

As an example, imagine a consumer who is searching for garden supplies on Google. She decides to click on one of the first listings on the results page, and after reviewing the features of the item she’s looking for, makes a purchase within minutes. But for business customers, sales conversions do not happen immediately. Business buyers demand a lot more information than the consumer who is seeking to buy a relatively low-cost item like  pruning shears, and it’s going to be a long journey through the sales funnel before they decide to make a purchase. 

Despite differences in sales cycles and purchasing power, both B2C and B2B companies rely on SEO to drive visitors to their websites. It’s just that B2B companies will use different SEO tactics in order to make the sale. B2B companies must fully understand how their customers make purchase decisions before they can create an effective SEO strategy.

What Does a “High-Quality” Page Look Like for a Business Customer?

Google developed the acronym “E-A-T” to explain what meets its standards for high-quality websites. B2C and B2B websites that demonstrate Expertise, Authority, and Trustworthiness will rank higher in search results.

Here’s how these principles might show up on B2B websites:


Since the products companies sell to businesses are more costly and complex, B2B websites are expected to display a high degree of knowledge and expertise about their customers’ problems and how to solve them. Business customers may not feel comfortable moving forward in the sales process if they don’t get the impression that the company is an expert in its field. 


For business customers, authority is bestowed upon a company by industry experts who are experienced and highly credible. While having a recognizable brand name may help in establishing authority, a brand’s fate can change over the years, based not only on customer service but on perception within the industry.


Trust is probably the most critical dimension of E-A-T for B2B SEO. Companies who purchase business products or services are risking their reputations – and their earnings – if they invest a large portion of their budget in something that doesn’t live up to their expectations. Trust is paramount in moving a business customer from consideration to purchase.

How is B2B SEO Different from B2C SEO?

We’ve established that both B2B and B2C organizations rely on SEO to move prospective buyers through their sales funnels. How must B2B marketers approach SEO as compared to the B2C counterparts?

B2B SEO is Directed at Many Decision-Makers

The products and services businesses purchase are enduring investments, so a major, big-ticket buy will require the approval of several decision-makers within the organization. Those tasked with making the decisions may be executives, managers, and the people who will ultimately use the product – and they’ll all have different concerns and questions that the seller must answer. Instead of having to develop a persona for a singular target customer, businesses will have to develop many of them, and web pages will need to be optimized for each of those personas.

B2B SEO Depends on Keywords that are Low-Volume

The keyword research process is going to look different for B2B marketers. Since each of the B2B decision-making groups enters the buying process with a different perspective, keyword research should focus on those separate audiences and their influence at specific points in the sales funnel. Each of these groups will have specialized concerns and requirements, so the words they search for will likely be low-volume (not searched very often). That differs from B2C marketers, who look for high-volume keywords that have little competition.

B2C Sales Conversion is Easier than B2B Sales Conversion

Since consumers hold all of the purchasing power for the products and services they buy for themselves and their families, it won’t take as long for them to pass through the sales funnel to make the decision to buy. A typical B2C business would expect that a person who finds their site after completing a Google search would more easily convert to a buyer. And due to the sheer volume of people searching for its products, it’s going to take less effort for a B2C company to reach its sales goals.

But because the stakes are higher for business customers, B2B companies don’t expect to convert a site visitor to a buyer right away. Instead, they’ll qualify their leads according to the specific actions taken while on the site. If, for example, a site visitor fills out a form that indicates he wants more information, the company will either have its salesforce contact the lead or target him with an email to move him closer to a purchase. 

Since the B2B buyer’s journey relies so much on research, SEO efforts should focus on driving potential customers to landing pages and blog posts that offer the information they need to make decisions. That differs from B2C SEO, which would typically lead a prospect directly to a product page and present a direct sales message. 

Thought Leadership and Brand Authority are Key to B2B SEO

Since business decision-makers are seeking trust signals in addition to information, B2B content should be designed to establish a brand and its website as an authoritative leader in its industry. The more your business customers can see your brand name show up in searches related to their field, the more comfortable they will feel entrusting your company as the solution to their business needs. B2C customers rarely need that level of trust before they decide to buy.

What B2B Buyers Say About their Searches

  • 89% of B2B researchers use the internet to find information (Google, 2020)
  • 77% of B2B buyers said that researching their latest purchase was complex and difficult (Gartner, 2019)
  • B2B buyers won’t get in touch with a salesperson until they’re more than halfway through their decision-making process (Google, 2013). They’ve also read 3-7 pieces of content by that time (Demand Gen Report, 2019)
  • 96% of B2B buyers seek out content written or backed by thought leaders. (Demand Gen Report, 2016)
  • B2B researches average 12 searches before they spend any meaningful amount of time on a specific brand’s site. (Google/Millward Brown Digital, 2014)

The majority of B2B marketers say that SEO is more effective at generating leads than any other marketing initiative. Markletic, which is a source for discovering the best strategies for B2B marketing, reported that 56% of B2B marketers feel that SEO is the best way to get leads on a continuous basis. They also said that brands who have blogs are able to generate 55% more organic leads than brands who do not have one.

The Three Pillars of SEO

Whether you’re a B2B or B2C company, there are three areas where you can optimize for better search rankings: On-Page SEO, Off-Page SEO, and Technical SEO

On-Page SEO

On-page SEO encompasses optimization practices both on the visible portions of your site and the “behind-the-scenes” backend – also known as technical SEO. We’ll cover technical SEO in another section, below. The on-page optimization practices we’ll discuss here refer to organizing your content so that web crawlers will recognize that it’s both useful and relevant to people using search engines to find the kind of content you provide.

Understanding that people who use search engines type keywords into the search bar, your goal will be not just to find the best keywords but to provide content that SEO-expert Moz says is 10 times better than content on other sites. There’s a simple formula for optimizing your content so that it ranks well on search engines:

  • Do your own search with the keywords you’ve identified as being the best to attract site visitors.
  • Make note of the pages that are coming up first in your search.
  • Analyze what’s unique about those pages that has led to their ranking status.
  • Create content that’s better than those pages.

Off-Page SEO

Off-page optimization generally refers to improving your site’s reputation and authority by asking for other reputable and authoritative sites to link to yours. Many quality links pointing to your site is a factor that web crawlers use to improve your ranking on search engines. 

Off-page SEO is what many marketers say is the most challenging because it essentially involves convincing other website owners that it would benefit them to link to your site. Additionally, search engines are constantly reevaluating what constitutes a quality link, and since your competition is also working aggressively to ask for links, the process of link-building requires a lot of time and expertise.

Technical SEO

Technical SEO is the other component of on-page SEO. Its aim is to ensure that navigating your website will be a good experience for users and web crawlers. 

Some of the ways you can optimize for technical SEO include:

  • Making sure your pages load easily and quickly
  • Inserting the focus keyword into a page’s title, in the meta description, and the page’s URL
  • Developing an internal linking structure that makes it easy for crawlers to understand what your site is about
  • Signalling to robots which links not to follow
  • Ensuring you don’t have any broken links
  • Preventing duplicate content issues 
  • Boosting site security by using HTTPS, ensuring that Google won’t label your site as unsecured
  • Making your site indexable by Google
  • Using structured data – a markup language like HTML – to make it easier for search engines to accurately describe your content
  • Making your site mobile-responsive

Zupo’s 7-Step B2B SEO Strategy Formula

Understand Your Customers

Before you can attempt to drive customers to your website using SEO practices, it’s imperative that you know exactly who you’re trying to target. Because business purchase decisions are made by many different entities within an organization, work to understand how that process is structured within the companies you wish to attract.

Once you have a good read on the title or positions of the people who make purchasing decisions (as well as those who influence the decision-makers), develop buying personas for each of them. Buying personas are constructed using market research to identify an abstract description of a customer. For each persona you create, fill in details such as:

  • Relevant demographics like age and education
  • Information about their industry, including the size of the organization
  • Job title and responsibilities
  • What kinds of tools they use to do their job
  • How their performance is measured (e.g. leads, sales)
  • Who they report to
  • Where they spend time on the internet
  • How they prefer to be contacted

Once you construct these personas, you’ll have an easier time determining the best ways to reach them online.

Understand Your Sales Funnel

Now that you have a good idea of who your customers are, it’s wise to outline the way your sales funnel works in your company before you begin the task of keyword research. Understanding the steps customers must take before they can purchase a product will help to better visualize their buyer journeys. You can learn about your company’s sales funnel by:

  • Talking to your sales team. Get a feel for the most important places in the funnel and what happens at those stages.
  • Explore your company’s analytics to learn how your customers find you, the average time it takes for them to purchase, how long they remain a customer, and reasons why they leave.

Conduct Keyword Research for Your Buyer Personas

The goal of your keyword research is to identify the search queries that your personas are using to find companies like yours at each stage of your sales funnel. When individual consumers search for information on brands, they may use keywords that signal their intent to buy – such as using the terms “buy” or “deal” or “discount.” When business customers search online for product information, they’re looking for information.

A good starting point for your research is to ask these questions:

  • What are the problems or pain points faced by your personas?
  • How are they searching for solutions to these problems?
  • What are the features of your product or service?
  • How might your product or service serve as the solution to their problems?
  • Which keywords drive the most traffic to your competitors?

When you’re able to answer these questions, you’ll have a head start on the keywords to research, and will likely come across even more words to investigate.

Additional Tips for Keyword Research

Google Autocomplete

Have you ever typed something into the Google search bar and find that, as you’re typing, Google will autocomplete your query with additional words it thinks you might be looking for? When a significant number of people are searching a particular keyword, Google Autocomplete kicks in.

How can this aid your B2B keyword research? If you already have good information about the most relevant keywords for your buyer personas – and this assumes you’ve identified their most likely questions and pain points – Google Autocomplete will find new keywords for you to explore. Also, try using the wildcard method of finding more results by placing your keyword between asterisks  like this: *[keyword]*

Related Searches on Google

Find a list of keywords related to your search at the bottom of your search engine results page (SERP). These words are usually less competitive, so will be easier to rank on. Some of these will be valuable long-tail keywords that are the ones people use when they’re closer to converting because they tend to be more specific. It will be useful to note these words when you’re creating content meant to influence decision-makers closer to the bottom of the sales funnel.

Turning Keywords in Questions

If you’re trying to come up with more long-tail keywords that are related to users’ questions, consider using a tool like Answer the Public, a website that literally generates long-tail keywords based on users’ questions. The more specific your keywords are, the better they’ll perform for reaching the decision-makers who really need to find answers. If your site can provide the answers your buying prospects are looking for, that will help in your effort to meet Google’s E-A-T standards for high-quality websites. 

Develop a Keyword Strategy to Target Customers at Specific Points in their Buyer Journeys

Take your keyword strategy to the next level by determining what your buyer personas are seeking at each point in their buyer journeys. Brainstorm the kinds of topics decision-makers will be researching on their journey to a purchase, and you’ll not only be able to get a head start on content creation but will also find valuable keywords that will help to boost your rank on search engine results pages (SERPs).

Once you have an idea of the relevant topics, organize them into clusters that branch out from one core topic or “pillar.” This is also called the “hub-and-spoke” model. Your goal is to address the topics decision-makers are most interested in at particular stages of the sales funnel and then lead site visitors to other pages on your site via links on the core topic page. Your prospective buyers will not only gain the benefit of learning more information about your products and services, but the internal linking will also help with SEO.

Create and Optimize Landing Pages for your Products or Services

Each landing page should be designed to persuade your target customer to take a specific action within the sales funnel. In order to get the messaging right, it’s important to ask these key questions:

  • After which previous action will the person see the landing page?
  • What will motivate someone to land on that page?
  • How will that person arrive there?
  • What is the action you want that person to take when they land there?

If you can get inside the head of your target customer, you’ll be able to write copy that will lead him or her to your desired action. Here are some other factors to keep in mind when creating landing pages:

Landing Pages Should Move the Prospect to the Next Stage in the Sales Funnel

Whatever the pain points your target customer has when arriving on your landing page, you’ll need to acknowledge them and explain how your product or service will solve it for them. Your prospect must find the page engaging. You may not be trying to make the sale on that page, but you’re attempting to move the prospect closer to that goal.

A landing page is also a prime spot to link to more information on your products or services. It can serve as a topic cluster that can set up opportunities for the site visitor to get answers to frequently asked questions, and it’s also good for SEO.

Find the Right Offer

The offer you set up must be relevant to the decision-maker at this particular stage in the buyer journey. If the potential customer is closer to the top of the funnel, offer a whitepaper that will provide more information on your product or service. If the prospect is closer to making a decision, you may want to offer a free trial. What you offer should be relevant, valuable, and lead the prospect toward conversion.

Include an Strong Call-To-Action

Whether you’re trying to capture lead data through a form or simply direct your landing page visitor to another place on your site for more information, make sure your CTA spells out exactly what you want the visitor to do. And because the CTA is such a vital component of your landing page, consider where you should place it on the page and the type of graphic elements that will attract attention to it.

Develop a Scalable Content Strategy

B2B Content and Influencer Marketing Strategist, Lee Odden, has suggested a way to build a scalable content strategy that’s optimized across the sales cycle.

You start by creating a timeline of your buying cycle that shows what actions or steps your personas will need to take at each individual stage and which questions they’ll need answered. Then, assign content subjects to each of the stages. If you’ve already developed your topic clusters (as discussed in the section about developing keyword strategy), you’re already on your way to building your content calendar.

Now it’s time to consider which kinds of content you’ll want to include as part of your content strategy and which will be appropriate at each buyer journey stage. Some of the formats to choose from include:

  • Blog posts
  • White papers
  • Newsletters
  • Case studies
  • Research summaries
  • Webinars
  • Videos
  • Podcasts
  • Checklists
  • Templates

Best Practices for Content Development

  • Start with a competitor-check to view your rivals’ best-performing pages. How is the piece structured? Does it flow? Is it readable? How long is it? After analyzing the content, decide how you’ll approach it in a way that’s more meaningful for your target audience.
  • Use your keywords in a way that occurs naturally in the flow of your sentences and paragraphs. You never want to give off the impression that you’re keyword stuffing.
  • Your content should easily lead readers from the title through to the conclusion. Is the structure sound? Does the content read at the appropriate level for your audience? Will the audience come away with an understanding of what you were trying to communicate?
  • Use external links to prove or fortify claims you make in the post. But also aim to link to other pages on your site – especially if you’ve identified them as belonging to that particular topic cluster.
  • Break up your text with other media that will keep readers engaged and either reinforce your points or make them easier to understand. Media options could include infographics, photos, videos, charts, or podcast audio.

Remember that the goal of your B2B SEO efforts is to provide the information decision-makers need to get them through the sales funnel and land on your brand. With this mindset, you should be able to meet search engine requirements for a high-quality site, and improved ranking will follow.

Spend Time on your Back-Link Strategy

Remember off-page SEO? Now that you’ve identified the most valuable keywords and developed your content strategy, you’ll need to develop a strategy for earning backlinks. 

How to Earn a Good Quantity of High Quality Backlinks

What is it about your content that other sites will see as desirable? Find the “hook” that will make these organizations bite. Do you offer proprietary data? Is your content original and engaging? Have you designed images like infographics that do an exceptional job of driving a point home? Have you developed a list of actionable tips that cannot be found anywhere else online? Identify your unique selling propositions when “marketing” your content in exchange for links.

High-value content that websites may want to link to their own content include:

  • Industry research not found elsewhere
  • Statistics specific to your industry
  • How-to Guides and in-depth articles

Next, decide how you’ll promote your content. You could use a direct approach, such as email outreach. Start by identifying which organizations to contact – preferably those that will have something to gain by linking to your content. Will it provide useful information to their website audience? It’s a quality over quantity approach. Don’t waste your time on entities that won’t find value in your content in an effort to gain as many back-links as possible.

Other methods for promoting your content include guest posting on reputable and high-traffic blogs, posting on your social media pages, or pitching your exclusive research study to journalists, whose audience could benefit from the information you have to share. You could also scour for broken links and “sell” the benefits of linking to your site.

Another way to get backlinks is to persuade your current customers to write good reviews that will appear on reputable industry review sites. These review sites will link back to your site and help your ranking status. This may be a good method to use while you’re in the process of trying to secure links through an email campaign or other promotional approaches, as it demands less work on your part.

Link-building is a continuous, time-consuming process. Approach it smartly and strategically to get the best results. When done correctly, you’ll earn links, increase your brand’s visibility, drive more traffic to your site, and enhance your authority in your industry.

B2B SEO Tools

There are so many SEO tools available today that it can be overwhelming to compare them all. Here are four of our favorites:

Google Search Console

Google Search Console is a free tool that provides data that can help you improve your performance on Google Search results. This tool’s features allow you to:

  • Confirm that Google is able to find your site and crawl it
  • Find out about technical problems on your site via alerts 
  • Fix problems with indexing 
  • See traffic data, including how often your site appears on searches, which queries show your site, click-through-rate on those queries, and the average position of your pages on SERPs
  • See which sites link to your website
  • Troubleshoot other issues, such as mobile usability

People like Google Search Console because it’s a no-cost way to find underperforming keywords, helps to identify which keywords have a low click-thru rate, and which content topics bring in the most backlinks. Its primary drawback is that you won’t find insights about your competition.


Unlike Google Search Console, Semrush will allow you to perform an extensive competitor analysis as part of your keyword research. You’ll also be able to identify where the backlinks are coming from, whereas Google Search Console only aggregates the data to show how many backlinks you’re getting.

Semrush will also provide suggestions for how to optimize your pages. You’ll get ideas for how you can improve content, find backlink opportunities, and how to upgrade user experience. Other unique benefits of Semrush include:

  • It’s better than its nearest competitor at identifying toxic links.
  • It has what some consider the best site auditing features.
  • Excellent CRM-like outreach features, which make it possible to develop link-building plans without the use of other tools
  • Generous limits for projects and reporting

All of this comes at a cost, but there are three different pricing levels to choose from. The difference between the three plans is mostly based on the number of results, reports, and metric updates you receive. Semrush does offer a 7-day free trial, however. Note that Semrush also includes tools for your pay-per-click (PPC) advertising campaigns and social media efforts, so you’re actually getting more than an SEO tool.


Ahrefs is very similar to Semrush in the types of reports it can generate and the insights it provides. Like Semrush, it’s priced in tiers, which are all less expensive than Semrush (except that Ahrefs has a fourth tier, titled, “Agency”). The trial period isn’t free, but it’s a negligible $7 for the same 7-day period as Semrush.

Besides its pricing, there are some differences that, depending on your needs, might make it a better choice:

  • Ahrefs will let you research keywords on a number of different search engines, while Semrush works only with Google
  • Ahrefs estimates how many backlinks you’ll need to rank for a keyword
  • Some find Ahrefs reporting easier to understand
  • Broken link analyses are easier to do with Ahrefs
  • You can have multiple users on higher tier accounts, while Semrush allows only one user per plan

Screaming Frog SEO Spider

The SEO Spider from UK-Based Screaming Frog is a web crawler tool that’s geared toward those who have a firm understanding of HTML and technical SEO. It’s a desktop tool that extracts data for a thorough SEO audit. Here’s what SEO Spider can do:

  • Find broken links at high speed and export the errors so they can be fixed
  • Analyze page titles and meta descriptions and report on the ones that are problematic
  • Create XML sitemaps
  • Crawl JavaScript sites
  • Audit redirects
  • Find duplicate content
  • View URLs that are blocked by robots
  • Evaluate internal linking and URL structure

The free version of the software includes basic features and crawls 500 URLs. The paid version performs more advanced tasks and comes with tech support. Some of the biggest brands and agencies use this tool.

The Takeaway

B2B SEO is similar to B2C SEO in its ultimate aim – to drive traffic to your website. But because business buyers have more complex needs than individual consumers – and it takes them longer time to pass through the sales funnel – you must employ different SEO practices to lead them to your site and convert them. Develop a thorough understanding of your prospective buyers’ needs at each stage of their buyers’ journeys, and you’ll be off to a good start in creating a website that search engines recognize as one that should rank higher in search results.

What is unique content when it comes to SEO


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

Today's conversation is what is unique content when it comes to SEO. I realized I've never actually filmed a video about this, and it's something that is actually quite important to the foundation of SEO campaigns. So, I thought to film one today. But before we begin, I wanted to introduce the tea and start brewing, because this is Zupo's SEO Talk & Tea. We have a Pu'Er tea that was gifted to me, and this is one of those Pu'Er teas that comes from a cake. So, if you ever had tea cake, it's pretty much just tea leaves, pretty much pressed down into a circle shape. And then if you want to get tea leaves, kind of break it off and everything. So, got that brewing, should only take about 10 seconds for that to brew. I'm going to go ahead and rinse this, had a different tea earlier.

But let's go ahead and chat about what is unique content. So, everyone I think in marketing knows what duplicate content is. Duplicate content is pretty obvious, it hearkens from your days in college and high school. Duplicate content means you've copied the content from somewhere else, it's duplicated, very easy. Unique content, however, the definition of unique content is pretty much new, or unique. You know what I mean? There's no copies of it on the web. So, unique content just means that if you're going to write something and publish it, that Google cannot find anywhere else on the web, that that content exists. Right. And when I say content, I mean the words and the sentences. And I know it sounds stupid that I'm defining it, but you would be surprised on how many calls I get asked, what really is unique content?

Well, if I copy this and I just change a word here, or two, is it still duplicate or is it unique? My saying is, the content needs to be generally like 60 to 70% changed up. If you copy and paste someone else's content and you change one word, every sentence, you're probably not going to be unique. And honestly, from our high school days, you can copy and paste content or colleges into one of those plagiarism checkers, and then you know, right, if it's at a 80% level, or even 70 to 60% level, you might be in trouble, with it being copied. So, what I would like to say is don't even mess with trying to copy content. The closest that I tell clients that what you can do, is you can go and find content, copy it onto your own outlines, or if I use it as inspiration and then have it help develop your own outlines and then writing it, right? As unique content needs to truly ... Google can read these things, they can read when something is about 60% the same, or 70% the same.

So, unique content again, is when the content through your own eyes and the robots can clearly see that there is a mass differential between this piece and the other piece that exist. If they find that a lot of it is similar, they can penalize you. So again, unique content is unique to that site and can be nowhere found on a website. So in terms of executing unique content, write unique content, or at least use other pieces of content as outlines, and then have someone write it from scratch. Do not copy and try to change words here and there. I think it's a recipe for disaster. And also it just seems like not the best use of your time, right?

And again, if you are not familiar with duplicate content and unique content, the reason why unique content is so important is because if Google finds that your site has a lot of duplicate content, they can penalize you and remove you from the first page. And at the worst, they can actually penalize you to the point where you won't even appear on Google search results. So, that's something that's really important to know. I'd encourage you if you're doing unique content, there are ways to expedite the process. Like I said earlier, outlining, and then having someone writing it from scratch, but again, try to avoid copying and pasting and then just changing keywords here and there, because I find that it's not a good practice. All right. So hopefully, that video guys, help clarifies unique content and the way that it should be produced. If you guys found the video valuable, please like and subscribe. And hope to see you guys again soon.

Thanks, everybody.

How to use Semantic SEO for your SEO Content


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

Today's conversation is, how do you use semantic SEO for your SEO content? This is a really important conversation, because semantic SEO is now the central foundation for how you do content. Semantic SEO is the way that Google has been understanding content and websites for a while now. So a lot of content sites, if you're doing SEO, you really need to know your semantic SEO. So before we dive on, I want to introduce the tea today, we're having. We're having a jasmine green tea. Jasmine green tea is something that I like to drink when it's a little bit hotter, and you can see the sun. It's just because you brew it at a lighter temperature. And so it's kind of a nice soothing, but not super duper hot tea to drink on a hotter day. It's kind of unusual. The sun's really bright out, when it's been pretty cold the last months, but let's go ahead. I got that brewing.

Let's get chatting. So how do you use semantic SEO? If you want to even know what semantic SEO is, I've already filmed another video about that. Today's video we're going to talk about using semantic SEO. So semantic SEO has a very like complicated name, it kind of sounds a little bit more intimidating, but I will tell you the execution of semantic SEO isn't as difficult as the phrasing makes it out to be. So when it comes to semantic SEO, remember that semantic SEO is all about understanding entities and topics. So when you're understanding entities and topics, what Google really wants to know, is how flushed out your content is. Like, do you really address entire entity or topic with your content?

So they want to really know, like, do you answer all these questions? Do you really kind of go into detail about this entity or topic? That's really all it is. So on a very basic level, what you can do to get a semantic SEO started, is two tools that I would recommend to use. Number one is a tool called, Answer The Public, or I think it's ask, or answer the public. I always get the two mixed up, but I think it's Answer The Public. It is a free tool or freemium tool that when you plug in and go to their website and they have like a little search bar, when you put in a keyword or a phrase, what it'll do is it'll return every iteration of who, what, when, where, why, and all these other different variations of that keyword with these other words appended to it.

So why is your topic important? What is your topic? So, and that sounds pretty basic. The why's or what's, there's also different variations of prepositions and stuff. So it gives you the entire, almost like, lists a database worth of different questions and variations of that keyword that people are searching for, so that you can have a full understanding of, what are all the ways people in the world are Googling this keyword. And how does Google understand this terminology or keyword, based on all these other searches? Because if I slow down there, how Google understands everything, is just based on how people are searching for things. And so when they see a keyword, they also look at all the related searches as well. And when they're looking at the related searches, that's how they start understanding, "Okay, this search has the same keyword, that search has the same keyword."

And then that's how they start beginning to understand like, "Okay, this is how everything seems to fit together." And if your website has all those topics addressed, you will then start working better because of the semantic SEO concept and having that content to fill out your library. So that's Answer The Public. And so what I would do there, put it in a key word or phrase, get the database out, filter it down. There's going to be a lot of stuff that's not exactly the most relevant or the most stimulating kind of topics in there, but there will be a lot of good nuggets in there to start your content strategy. So, that's kind of where I always start first.

Second, what I also like to do is using the Google search results themselves. What you can do is when you Google a search term. So this is a very same keyword or phrase you'd use in Answer The Public, Google that. And in Google, there will be two main areas that you can use to find some more semantic SEO content strategies. One is, People Also Ask box. There's a table or box that has the four questions. And they're related to the keyword you use, we call that People Also Ask. If you open them, they will usually show an article that answers the question. And as you open each question more and more will appear on the bottom. So these are a great way to also find more content topics. I have heard the Answer The Public uses the same data as the People Also Ask boxes, but I have also found the People Also Ask boxes sometimes do return unique and different topics than what we found at Answer The Public. So you also use that.

In addition, there's also a area on the bottom called, I think it's called related searches. It's on the bottom, where at the bottom of the Google search result, the list of, I think it's eight to 10 different results that say, "People also looked for this." Right? And so these are also other search results that you can also optimize for, because Google is telling you, "Hey, in the People Also Ask button, people are also asking this, but also on the bottom, people are also searching for these things related to this term. This will also give you some, I would say like more ammunition, or more variability, more like of a spectrum of things to look for, because the people also searched for on the bottom tend to not always be so exactly the keyword, they're just similar entities or topics.

And that is another rabbit hole we can go down, we can use those terms, find those content, the content that is semantically relevant to that topic and kind of start building up your library. So when you're getting started with semantic SEO, a lot of people, I think over complicate it, they hear about Google's algorithms and they think they need to come up with some master grand, content strategy that matches the sophistication of Google's algorithm. And that's not really the case. Semantic SEO is really just down to understanding the entity's relations. And you can use a freemium tool, like Answer The Public, or we can also just use Google search results, which is always free. And you can use those two as a great starting point for your semantic SEO strategies. All right, guys, hopefully that was helpful. If you enjoyed the video, please like, and subscribe and I hope to see everybody again soon.

Thanks everybody.

How to Choose the Best Content & Blog Posts to Write


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

Today's conversation, how to choose the best content and blog posts to write. This is a natural question that always somehow gets asked in some variation and day-to-day. A lot of people know they need to add content to their website, they just don't know what kind of content they're supposed to be putting out there. So we're going to go ahead and jump on in and discussing in different ways that we as Zupo, encourage our clients or recommend clients on what to write.

But before we begin, let me start brewing our tea. Today we have a Darjeeling black tea, it has been a recurring guest. The Darjeeling black tea is a tea that has a social good to it. One of my housemates bought it and I thought she wanted to share with everybody, but I think she ended up just gifting it to me because I've never seen her drink it and it's in our kitchen. So I guess it's a gift, but it donates some money to the underprivileged kids in the USA. So, that's always cool that she can do that. But I got that brewing and let's get chatting.

So when it comes to writing the best blog and content, there are a lot of questions like how long should it be? How many keywords should it be? The keyword density. These are very old-school things, and I tell my clients actually, "Hey, let's not get too worried about the little nitty-gritty details like keyword density and the word count." I generally tell clients, "As long as it's 750 words or higher, that's a pretty good amount, 500 is still fine, but I think that 500 is a little bit short. I like blog posts that are 750 or higher. And then in terms of keyword density, I don't really measure that too much. I just like to do a light scan of a page and then understand if the keywords are in there."

But again, I digress. I think I'm going off topic. What we're talking about today is how to pick the right content in a blog post. This is an important conversation that like... Most of the pages and content you will ever write will never be looked at, or not never, but looked at very minimally. And if you can look at anybody's analytics or anybody's site, and you can generally see that. There are exceptions to that case, but that's for another video. What we're trying to do in this video today is, analyze what are the blog posts that I can write that would provide me the best chance to get a lot of traffic?

And if we're talking about from an SEO perspective, because that's who we are, Zupas SEO Company, we're talking about finding the blog posts that will rank on the first page and writing that content. So when you're trying to write the content that gets the most traffic, what I like to do is, I like to go find keywords. And a lot of keyword search results are very, I would say, complex and they have a lot of different circles that come up. Sometimes if you Google a keyword, there are blog posts that come up, service pages, directory sites that appear. The search results can be very varied.

And so saying that, what I like to do is, it's a kind of a exploratory procedure where I almost feel like you are hunting, in that sense where you don't have obvious leads, but you go out there looking for keywords. And what you're trying to find is high-volume keywords or high-volume searches that have a weak blog post on the front page. So a very common example that we use is, a lot of our clients, they are very sophisticated B2B companies and so they're trying to rank for keywords that are services that they provide. And so a lot of the competitors are the same.

But what we find is that there are often blind spots for examples of like, what is whatever keyword is. So it could be, What is SEO? Oftentimes we find that there are very big blind spots where, if we just help our client write that blog post, we have a big potential to rank on that on the first page for that keyword, because on a lot of keywords, if they're a little bit more complicated or not well-known words, they will often have a, what is, and that keyword in the search results as a blog post. So we often recommend clients like that.

So the pattern I'm trying to get at is, a lot of big-volume, high-volume keywords will often have blog posts that can rank on the first page, that seemingly are not relevant, or I wouldn't say not relevant, but they're not service pages and they're not sales pages, but they're slotted in by Google as a blog post, that they want you to look at.

So another good example is, we just saw a blog post the other day, our ranking on the first page for this one keyword was, all these guides like, okay, the ultimate guide, the definitive guide, the ultimate guide, but then there was one search result that said 42 examples of this. And so we thought, "Okay, that might be a way we get in, is writing a blog post by examples."

So that's the first layer. Now the second layer is the difficulty. Yes, there might be a blind spot, but you've got to make sure for those blog posts, how competitive are they? And when I say how competitive they are, how many referring domains, back links and what is the word count of that blog post? If every blog post on the first page has a hundred or more referring domains pointing to that specific page itself, it might be too difficult, especially if your website's not matured into SEO. If all of the blog posts on the first page have two or less referring domains, it looks pretty wide open to me, right?

So these are ways that you can find blog posts and content to write. So again, this video is with the angle of trying to get a lot of traffic to your website. There is an alternative perspective where you can say, what is the best blog content to write? Sometimes it doesn't always mean about the highest traffic. It can also be for semantic SEO purposes, where you're writing content to help bolster your site's semantic SEO resume to Google so that your library is a lot bigger. And even though a lot of the topics though, semantically will build you up, may not always be searched for that heavily. So often with our clients, we find that balance. We have them right semantic SEO content, but we also try to find high-volume keywords that we can match together.

All right. So hopefully that will help you in your own content discovery. Again, I will be forthright and honest, there is a lot of hunting and exploring in the beginning where there isn't always clear leads and you have to just trial and error until you find them, right? So hopefully that will help in your content mapping. But usually, if you can find them and you can start ranking for them, you start seeing some amazing results.

If you guys found this video valuable, please like and subscribe. And I hope to see you guys again soon. Thanks everybody.

Don’t Just Check the Site Speed of your Home Page


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

Today's conversation is don't just check the site speed of your homepage. This is a really important conversation because you'd be surprised how many people do this. And so the reason why this is important is site speed has become, over the years, a more and more important part of Google ranking factors. And saying that, a lot of people are very focused on it, as you should be. But what I think what was happening is a lot of people only check their homepage, which can be an issue at times. But before we begin, real quick, I just wanted to introduce the tea we have today, because this is Zupo's SEO Talk & Tea. Today we have a jasmine green tea that I'm going to start brewing right now. Jasmine green tea is a very... You'll find this in a lot of boba shops. If you've ever been to a boba shop and ordered green tea, it's probably a jasmine green tea.

So this is a very floral smelling, a very light kind of tea that I like to drink, especially on a hotter day. But I'm sure you guys are interested in site speed so let's get started talking about site speed. There are a lot of free tools out there and I don't really ever remember all their names, but the big one is like Google lighthouse or Google PageSpeed tools. Those two are super the predominant Google ones, but I think there's other ones that people also use when measuring site speed. But something that's very important is a lot of people, when they measured their site speed, they just check the homepage. And that's very understandable because when you're using these free tools, it has just that one search bar and you just plug into your website.

And a lot of people, I think they don't do this consciously or anything, but they're just moving so quickly that they don't check anything else. And so usually when someone's shuffling their homepage, they see the score and they think, "Oh yeah, this is how fast my site is." But that's where the flaw is. That is how fast the page of your site is, and that happens to be your homepage. Sometimes, and oftentimes this is the case, how a website is designed changes from page to page. The homepage has its own style. The product pages, the service pages have their own style. It's pretty obvious that all pages are made a little bit different. So saying that, you need to measure pages beyond your homepage. And so you can do this manually by copying and pasting your URLs into the page speed tool.

There are some tools that we have found online that can do a little bit more of a bulk page speed, where you can put in many. I believe these are more freemium tools. And there are other paid tools like Screaming Frog that you can use that have a bulk page speed insights kind of function, where unfortunately, if you're looking for free tools, Screaming Frog is a paid tool. We have it at Zupo. You can plug in an entire website and get all the page speed scores measured. Now, I'm not going to talk too heavily about finding the tools. There was a tool we used to use that was free, that we found through a blog post. But since then we haven't been able to get it to work. So I'll leave the discovery of these tools for another time. But what I want to talk about is just reaffirming why this is so important.

And another reason why this is so important is that yes, your homepage, you want to check your site speed, but a lot of times for your SEO campaigns, it's not your homepage you're trying to ranking. A lot of times, it's your service page, blog posts, guide pages. These are the pages that we want to start ranking for, right? And if we're never checking the site speed or the page speed of those pages, how do you know if it's going to perform against your competitors? Because again, your homepage might be fast, but your other pages may not. So saying that, what you want to do is at the very minimum, if you are trying to rank a URL or a page, get that page checked. Again, not just the homepage, it's the page itself, right?

So therefore you don't really necessarily need to measure the whole site. You just need to measure the pages that are associated with you trying to rank on the first page. Those other ones, while it's still important to get those site speeds up, it's not always integral. Again, if we're trying to prioritize the 80/20 rule, just go with the pages that you're trying to rank. And then again, you can use the Google PageSpeed tools that are free online, therefore you'll need a bulk checker. You can go at it in many various ways, but this video is just kind of meant to be a healthy reminder. I think a lot of people know to check the whole site, but they end up only checking the homepage. All right. So hopefully that reminder will help you guys in your own SEO campaigns. I'm going to go ahead and pour out my tea. If you guys enjoyed the video, please like and subscribe, and I hope to see you guys again soon.

Thanks everybody.

Don’t worry about low level links you acquire without your doing


Hi, guys. And welcome to another addition to Zupo's SEO Talk and Tea. 

Today's conversation is, don't worry about the low-level links you acquire without your own doing. That's a mouthful, but essentially what I mean is a lot of websites will start getting low-level links without them doing anything. They'll just start acquiring them. They don't even know where they came from. I have talked to numerous people about this and I just want to say it's nothing to worry about. And let me explain in a little bit why.

Let's get some tea brew, because this is Zupo's SEO Talk and Tea. At a real quick glance, I just want to introduce the tea. We have a Darjeeling black tea, which is again, is from the black tea family. And if you want to know about black tea, you probably had it before. If you've ever had Boba milk tea or you've had English breakfast tea, they all generally came from the black tea family. But we got that brewing and let's get back to the topic.

So, why should you not worry about those low-level links? Number one. A lot of these low-levels links, though they can add to your site, add to your activity score, number one reason why you don't have to worry too much. Every website gets those low-level links. It is very common for every site to start getting them without anyone doing anything really in the company side. They're just going to start acquiring low-level links. So, it's not exclusive just to your site. So, you don't have to worry that only your site is being targeted. Now, there is a threshold. There are cases where sites will be a attacked by what we call a negative SEO, where someone with a malicious intent will purposely send a big load of negative SEO to a site to try and get it penalized. And that is a very real situation.

Now saying that, most of the time, it shouldn't be a worry for you. And so, when you're dealing with low-level links, I'd say, if your low-level links or your spammy links are under 10% to 15%, there's really nothing to worry about. And even if you're at 20 to 25, I wouldn't be like urgent just yet, but you still want to start monitoring it and trying to build out that link portfolio or do Disavow. But again, if the low-level links are only 10% or less, I wouldn't worry too much about it. And 15%, still. You know what I mean?

But the other thing I want to mention about, and this is what should really kind of make us feel a little bit more calm about this situation is that Google itself, from John Mueller, has said that they understand that websites get low-level and spammy links. They understand a lot of sites don't do it out of their own intent. And so, they understand that. And so, a lot of times they ignore those links. They say that they understand that it happens. As long as your link portfolio is diversified in the sense that like you're going out there and getting high quality of links, you will be fine. And they recognize that those low-level links will happen.

And so, the reason why this is important is because I find a lot of companies will spend a lot of time trying to disavow or get rid of these spammy links when they're not that really big of a deal. So, I'd say don't really waste your time on trying to remove the low-level links. Again, it changes though if your entire site is all of it. Then yeah, we got to start working on stuff. But I would say in my line of work and my experience, I have found very, very few occasions where I've ever found a site that had that big of a portfolio that was issue. So again, if you're 20% under, I think you're fine. And honestly, the best way to combat it if you're in that range is to start doing a link-building campaign that gets you high quality links. Because once you start doing that, the percentage will start getting lower. And if you are in a situation where you have a negative SEO attack, you can start doing a disavow campaign to help combat that as well.

So again, this video, it's not meant to be too long or anything. I just want to reaffirm and remind everyone those low-level links, nothing really too much to worry about and you don't have to go crazy about them. All right. So, hopefully that will help you in calming your mind and focusing on link building that's important instead of worrying about the low-level ones. Again, like I said, Google says not really to worry about them because they don't worry about them. So, if you guys found the video valuable, please like and subscribe. And I hope to see you guys again soon.

Thanks everybody.

What is the difference between YouTube and Video SEO


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

Today's conversation, what is the difference between video SEO and YouTube SEO? This is important conversation because video is becoming a bigger and bigger player in the marketing industry, and video is becoming bigger and bigger. There's a lot of talk about making sure that people can see your YouTube videos and how can people find your videos at all. So, there's two terms I have come up is YouTube SEO and video SEO. Today we're going to talk about what the differences are and how to best understand them.

Before we begin, I want to brew some tea because this is Zupo's SEO Talk and Tea. Today we have a Long Jing green tea. This is from the brand Mei Leaf out of the UK. Green tea is always a great drink when things are really hot. You can see the sun beating down. It's brewed at a lower temperature so I tend to like it when it gets pretty hot. But let's go ahead. I got this brewing, and let's go ahead and get chatting.

What is the difference between YouTube and video SEO? I think a lot of people use YouTube and video SEO synonymously, but that's actually an incorrect way of communicating because it gets really confusing. And I say that being someone who, I hate academic definitions. I don't like stifling language that's very matter of fact. But I think in this case, using both synonymously and entertainingly, it's really confusing. And what I mean by that is, for example, YouTube SEO is very obvious. I'm a just start there. YouTube SEO is very straightforward, obvious. It's SEO when it comes to YouTube. You're trying to get your videos on YouTube seen, right, so you're trying to make sure that when someone is on YouTube that they can find your videos whether they're searching or they see it in the related videos. That's YouTube SEO.

Now, let's hop over to video SEO. Video SEO is a term that I think a lot of people use when they're thinking about YouTube SEO, but video SEO is not YouTube SEO, so let's slow down here. YouTube SEO is SEO for your videos on YouTube. Video SEO is SEO for your videos on Google Search. That is the delineation. So, when I say video SEO, I'm talking about getting videos ranked on Google. When I talk about YouTube SEO, it's about ranking videos on YouTube, and that's the main difference. Google and YouTube are two different search engine platforms. Now I know they're owned by the same company, Alphabet, but they are two different search platforms. And another reason why it is really important to understand they're two different terminologies is because also YouTube SEO and Google, I mean, sorry, YouTube SEO and video SEO have very different methodologies and ways of optimization.

YouTube SEO has its own algorithm, own studies, own data to get videos ranked. Video SEO, which, again, is videos on Google, has shown that there is almost a zero correlation with whatever is at the top ranked videos on YouTube does not usually correlate with what is the top ranked videos on Google. So, therefore, YouTube SEO, not only is it different from video SEO in that YouTube SEO is only about YouTube video, SEO is only about Google. The two also have very differing strategies and methodologies that you need to use in order to rank. That's why it's so important when you're communicating with someone, "You are talking about video SEO. Are you talking about Google or are you talking about YouTube?" And more often than not, nine times out of 10, when I'm talking to an individual who may be interested in video SEO, they're actually interested in YouTube SEO and not Google.

I wanted to film this video. And, again, I hate being someone who's trying to correct everybody about the proper dictionary definition, but I want to film this video just to help clarify communication with everybody is that YouTube SEO is only about YouTube and video SEO is about Google. Therefore, when you're communicating with a professional or your peers, or you're just trying to figure things out, you know that you're talking about the platform you really care about. Is it YouTube? Is it Google? Is it both? And so on and so forth.

This video is pretty [inaudible 00:04:05] so it's pretty short, but I hope that this helped clarify the difference or what is YouTube SEO versus what is video SEO. If you guys have any questions, please feel free to let me know. We have a great video SEO guide on our website. It's a video SEO guide that has a lot of statistics and data about how to rank and about how important video and YouTube SEO is. But if you guys enjoyed the video, please like and subscribe, and I hope to see you guys again soon.

Thanks, everybody.

What is the “Request Indexing” Tool


Hey guys, welcome to another edition of the Zupo's SEO Talk and Tea. 

Today's conversation: what is the request indexing tool? I want to talk about that today because the request indexing tool is a really important tool for very quick fixes on your site if you're having indexing concerns. And especially because of the request indexing tool in quarter four of 2020 was actually out of commission, but as of the Q1 of the new year, it is back in play and we're seeing it. So, I thought it'd be cool to film a video to explain what the request indexing tool even is. So, what we're having today, also for the tea, because this is Zupo's SEO Talk and Tea, is a green tea. The green tea is from the company Mei Leaf, who is probably my most favorite go-to brand when it comes to tea. But this is a Long Jing green tea. Let's go ahead and get brewing and get talking.

So, the request indexing tool is a tool that you can find in search console, and Google search console is a platform that is like a sister platform to analytics. But where analytics reports data about your website, search console, it also report data about your website, but its main purpose is to communicate with your site in Google through that platform. And one of the tools that they have is a request indexing tool. I'm not going to show you a live screen-share because the format of these videos is more talking to the camera, but you can usually find the request indexing tool by going into your search console properties, whichever website you're looking at, input a URL that you're particularly concerned about or want to look at. And then when you input the URL, a page will pop up telling you if the URL is indexed or not, and then on the bottom, it will say, "Request indexing."

What the request indexing button does is it will tell Google that you want to have the URL question indexed by Google, and this is really important because on one hand, when you're creating new pages, this can be a great way to expedite the discovery of your pages. Because sometimes when you're creating a webpage on your website, Google needs to be able to find it, and if your site is not optimized well, or the page is kind of hidden, it can be a little bit difficult or time consuming for Google to find your page, especially when maybe you're rolling out a new campaign and you're really antsy to get going. So, the request indexing tool is a really quick way to let Google know that the page is there and then that they can index it.

Second, another method that I really like the request indexing tool is when a page falls out of index. There are occasions when a website, for some reason, technical, a glitch, wrong implementation, a page will fall out of index, meaning that it will get removed off of Google. And if that page is one that's really important for your Google rankings, it is imperative that you get the page back up. So, the request indexing tool is one of the main ways that you can quickly make sure that you can get that page re-indexed. I will tell you a personal anecdote, in Q4 of 2020, we had one of our client's webpages that was really important for rankings fall out of index. It got de-indexed. And because it was Q4 of 2020, the request indexing tool was out of commission. Google was revamping it. I don't even know what they were doing. I think they were maintaining it or updating it. I'm not sure. So, we couldn't even use the request indexing tool, and therefore, we just had to wait for Google to recall the website to get to that URL. And it took about a week.

I had it happen again to me for a different client in Q1 of 2021, where a page fell out of index. And at that point, the tool was back, so we request index to that URL, and then the next morning, the URL was re-indexed and everything was fine. So, that's a good example of how the request indexing tool can really help you. I would heavily encourage you to use it whenever you create new pages. Whenever you want a page de-indexed, or if you have a page that's not indexed, or has fallen out of index, and you want to put it back in.

So, the request indexing tool is a great tool, especially for one-off URLs, or if you only have a handful. If you have hundreds of pages or a huge bulk of pages that you want to do request indexing, that would not be the greatest place to do that, request indexing tool, because that's more of a one-off. If you have a lot of URLs, it actually would probably be better to create a site map of those new URLs and then submit that site map to Google. That would also be, probably, better, because that would be a little bit more efficient than having to click 50 times request indexing.

So, hopefully that is something that you guys can take with you on your day-to-day. Again, it is a powerful tool that whenever I need indexing work done, or I need to figure out what's going on with certain page and the way it's displayed on Google, I will look into search console to make sure what's going on. And usually, request indexing is a great way to let them aware and expedite the process of getting that page reconsidered it and re-indexed.

All right, guys, if you found that video valuable, please like and subscribe, and I hope to see you again soon. Thanks, everybody.

What is estimated traffic when it comes to SEO


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

This is the first video of 2021, so big celebration to the crossing from 2020 to 2021. If you've been watching our channel, I know it's been a little slow during the 2020 holiday seasons, so December into January. We not only celebrated Christmas, New Year's, but also it's my birthday in that period. So, we've been on a little bit of a hiatus, but we're back today.

Today's conversation is, what is estimated traffic when it comes to SEO? This is a metric that isn't exactly an SEO metric when it comes to the day-to-day link-building, referring domains, but a lot of SEO tools have it, and I think a lot of people don't understand it. So today I want to take some time to explain what estimated traffic is.

Before we begin I want to introduce the team we have. Today we have an Imperial green tea, which we're enjoying today. I guess you could celebrate it too. And this is a green tea that I've purchased from a company called Mei Leaf. The green tea is something where, when the sun's beating down on me, it's a pretty hot day, I generally like to have a green tea, because you can brew it at such a lighter temperature. Actually green tea is usually brewed at 80 to 85 degrees celsius, so much lower than normal teas, that are usually like 99 to 100 degrees celsius. Well, let's go ahead and get brewing and get chatting.

So, estimated traffic. Estimated traffic's something that a lot of SEO tools, I know for a fact SEMrush and Ahrefs both use. I'm not sure if MOZ uses it. If you do know, leave a comment for me and let me know if MOZ does use estimated traffic. But estimated traffic can be found on, I know Ahrefs and SEMrush. And what it does is it tells the user how much traffic that software is estimating that you're going to get from that keyword. And how that's calculated is, the software's will use the keyword that you are ranking for and where the volume that the keyword gets each month, in terms of searches, but also your placement in it.

So the higher, up to one, two and three, the more estimated traffic you'll get, the lower you are, the lower estimated traffic you'll get. What is very important to understand is that estimated traffic is an estimate from these softwares, and here's where you have to be mindful how you use these estimated traffic metrics. On one hand, estimated traffic is a good way to give you a rough ballpark of the traffic that you can expect to get if you rank for a keyword or if you were to rank for that keyword. However, it is, at the end of the day, an estimate from the software.

And the software does not specialize in your industry. They don't specialize in every keyword or every search result. They're using a general estimate. And it's not to say that's a bad estimate, I still think it's pretty good. Ahrefs SEO, Rush, are elite high quality firms that know what they're doing when it comes to data. But I know that even they will admit that the data for estimated traffic should not be used as gospel, it should be used as a general direction and lead. The way to understand how much traffic you're getting from certain keywords is to use your own metrics in addition to theirs, so analytics and search console.

I have filmed another video talking about how to get general keyword analytics estimates from your own analytics and search console, you can see that in our other video. But understand that estimate traffic though it's a good number, I would be mindful how you use it. With my clients, we don't really use estimated traffic as a very nitty-gritty metric. Occasionally we will go over it, but we really rely on our own analytics and our own search console. But the estimate traffic can just give you a general understanding of, what I like to use it more as is a general guide. Even though number of keywords we're ranking for is lowering, the estimated traffic that we're getting is higher.

That may mean even though we're losing keyword rankings, we actually might be gaining some that even though, let's say we lost 10 keyword rankings but we gained one, but that one keyword had a very high volume searches and the other ones had very low search volume searches. So, estimated traffic is the one that I would encourage you, be very careful how you use it. Just not to ignore it, and it's also not to say that it's a terrible metric. I just use it sparingly and just more as a guide of how the site's performing rather than a nitty-gritty fine tune metric that we measure for our clients to see if they're doing well. Because at the end of the day, estimated traffic is an estimate based on these SEO softwares from a very high level overview, and they're managing hundreds of thousands of different sites, millions of data points.

They're just comparing you with the general lay of the land, but every industry is a little bit different. Another thing to also note is that make sure you're checking your estimated traffic. I know for a fact Ahrefs report your estimated monthly traffic, but SEMrush will report, when they're reporting estimated traffic, they report on a daily level. So if you're trying to do on a monthly report, you need to take that daily number and multiply it 30 or so on and so forth. So, the last thing I want to say is, when you're looking at estimated traffic, each software uses their own methodology. I would encourage you to review them before you use it so heavily so that you really understand how the estimate traffic is.

I have come onto clients or seen projects where they're using estimated traffic, but they have clearly no idea what's going on. So that means they're reporting to the internal company is inherently flawed because they don't understand the estimated traffic. So, again, it's not a metric I use heavily, but isn't one to ignore it either. I would just use it as a guide, like I've said. Other than that, if you have any questions about estimate traffic, please feel free to leave me a question or a comment on the YouTube videos, or you can shoot a Zupo email. Other than that, I'm going to go ahead and pour out my tea guys. If you guys enjoyed the video, please like and subscribe. And I hope to see you guys again soon.

Thanks everybody.

Understanding videos in Google Search Results


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

Today's conversation, understanding videos in Google search results, or other words, video SEO in Google. This is an important conversation because video is becoming more and more important. I think a lot of people want to get their videos not only made, but they want to be able to have them discoverable through different search engines like YouTube and Google. Today's conversation will be specifically about Google and videos. So, let's go ahead and get brewing. This is Zupo SEO Talk and Tea. We always brew some tea while we're having this chat. It's something that we've started from day one and we're going to continue it. Today, we have a pu'er tea that I have pretty much almost every... I do have this tea every day of the week besides the weekends. It's a very common recurring guest on our channel. But, let's talk about videos and Google search.

One of the things that's really important with videos and Google search as the one thing to understand is that ranking on Google for videos is very different from ranking your videos on YouTube. Studies have shown there is almost a zero correlation with ranking your videos on Google versus ranking your videos on YouTube. So, that's number one. But number two, let's talk about understanding the nature and lay out when it comes to ranking your videos on Google. So, look how dark this is. Pu'er tea is so dark. It's almost like black coffee. But when it comes to ranking your videos on Google, first things first is that what we have to understand is not all search results return videos. I think that's pretty obvious, right? And so, that is a very common understanding. Let's say you want to get your videos ranked on Google. Here's a one clear thing that you need to understand from the start. Your videos can only rank for search results that already have videos in them. If a search result does not have videos appearing in the search results, then you cannot force your video onto those search results.

All right. So, let's slow down right there. Again, what I mean is that when you are looking for keywords to rank your videos on, you can only, at this point, reasonably rank for keywords that already show videos in their search results. Because the understanding is who has already designated these keywords is saying, "Hey, these keywords may benefit from having a video carousel or video show up. Therefore, we're going to rank videos. For keywords that don't have videos, it's the exact opposite. We have found no reason to rank videos for these keywords because we don't see any value to the user at this point in time. Therefore, no videos will show." So, let's go to the former, the search results that do have videos. The search results and keywords that do have videos appear in the search results are the ones that you can go for because Google has already established an environment where they already are showing videos. Those are the ones that you can try and rank your videos. Search results that don't have them, you cannot do it.

So, that happens to my clients all the time. I want to rank my video for this keyword and I'm going to go look that keyword, no video show up. You're not going to force it. All right. At that point, it's about Google and what they want to show the customer or their user. They're not going to show your video just because you want to to their user. They're going to determine if that search result even needs a video. If it does need a video, then you can jump in. If it doesn't, you're not going to get your video in there. So, that's the second most important thing is understanding that videos will only rank for search results that have videos in them.

So when you're doing video SEO, always make sure that you understand that, okay, video SEO, where a good starting point is finding all the keywords that have videos in them. So, that has lots of implications. Conceptually, we now understand that. We can only rank our videos with search results that have videos already in them. That means when you're doing keyword research, you need to research keywords that already have the videos in them, in the niche, and the keywords that you're interested in. This is where your keyword research must get more granular and more specific. You are not looking now just for keywords, you're looking for keywords of high volume relevancy, but also have video search results in them.

There are a lot of SEO tools out there have this kind of system in there. I know for a fact, SEMrush can filter based on if the search result has a video. I believe Ahrefs can as well. Those are those two tools I use. So, we can go into heavy detailed stay about optimizing your entire campaign of videos. But, what I think is the most important is your starting point. A lot of people will want to get this started. I would encourage you. It's just like keyword research for traditional SEO, really understand your data, know your targets, know what you're going for. You want to make sure that the keywords you're actually going for, you can actually start ranking for and, second, are achievable, right, and also relevant to your business. Right? What I mean with the first part is finding search results that already have videos of that. All right.

So main takeaways, video SEO, raking your videos on Google, different from YouTube. You can read all the YouTube SEO literature you want, but there's zero correlation with YouTube SEO and video SEO, which is videos on Google. And then, second is your videos will only have a chance to rank for search results that already have videos in them. If the search results don't have videos, you shouldn't bother trying to get the videos ranked on those keywords. And then lastly, use the findings or the understanding that you could only rank for search results with the videos in your keyword research. Find and go do your keyword research for keywords that already have videos in them. Then, start filtering that down, look at your short list, and then determine which keywords you want to go for. All right.

So, that's the basic foundation, the first as when it comes to video SEO. Hopefully, that will get you guys started on the right path. If you have any questions, feel free to comment or shoot us a question at Zupo. Other than that, if you guys enjoyed the video, please like and subscribe. I hope to see you guys again soon.

Thanks, everybody.

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