Category Archives for SEM

What is accordion text and can Google read text in accordions


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

Today's conversation is what is accordion text, and can Google read these? This is an important question because accordion texts is becoming more and more popular in the web world. As websites want to make sure that they have a clean, beautiful looking website, but also enough information to provide for their users, accordion text has become more and more popular, but there are concerns about it being in accordance with SEO. So that's what we want to discuss today.

But before we begin, I want to introduce the tea we have today because this is Zupa's SEO Talk & Tea. Today we have, I have the wrong tea, we have the Jasmine Green Tea from Black & Bold, and this is Jasmine green tea has been a very common guest on our video channel. And essentially the tea is a Jasmine green tea. If you've ever been into a Boba shop, a lot of them if you've ever ordered like a green note tea with Boba, the base they usually use with green tea is Jasmine green note tea or jasmine green tea. So if you've ever been to a Boba shop, you've probably had this tea before, but let's go ahead and get brewing and get talking.

So what is accordion text? Let's start there, but accordion text is if you ever been to a website that maybe has a heading or a question saying FAQ or common questions that we get or instructions on how to use this thing. A lot of times they'll have the question and if you click it, the question once you click, it will expand and your text will appear with the answer to that question. Those are common examples of accordion. They call it accordion because of course it's like, these are the questions and then when you open each question to answer, it'll expand like that. So essentially the text is hidden.

The reason why this is so great is because, like I said earlier at the beginning of the video, a lot of websites want to make sure they provide a really strong user experience. They don't want people to be too inundated with too much texts. They don't want people to look at an ugly page. They want people to have a great time, but there are always users who want more information and the best way to do that is to shelve them under accordions so the people, if they want to read more, they can click it and it'll open up without compromising the look of the entire page.

Therefore, accordions are very popular, especially on eCommerce sites, especially on sites that will have things that they want you to convert, but they want to have as much information for you as possible.

And the question is, is accordion text good for SEO? If you had asked five years ago, the answer was no. Back then, Google was saying that any text that was meant to be hidden, they don't want to really read because there's a reason why you want to hide it. And they felt like you're trying to hide text. You were then trying to hide it for SEO reasons. The understanding has evolved a lot since then. I think a lot of Google has gotten their technology better. But in addition, they have also understood that accordion texts is needed because it just is more versatile for websites.

So nowadays, currently, and this is 2020 as I'm filming this, Google now can read according texts and it's not a problem. So if you want to use accordion text, you're more than welcome. They can read accordion text. You do want to do some testing on the backend side to make sure that they can crawl it and you can have your developers help you with that [inaudible 00:03:05] to do it. But once you can verify that they can read accordion text, you have no problem using it.

Again five years ago you did, nowadays you don't. So again, what I encourage you is if you have a lot of content but you don't want to sacrifice the user experience, go ahead and use that accordion text to go ahead and help you fill in content that helps your SEO, helps your user, but without inundating your site with too much text.

So again, this video is going to be really short. That's what accordion text is. We don't need to go more complex, just know that Google does like accordion text. There are some bodies of thought that think that though they do read accordion texts now, it's still not as high of a priority as text that's not hidden. I think it's marginal at this point. I think a lot of sites want to use accordion text and if you can, go ahead and do it. I don't see any problems with it on the SEO route.

So hopefully that will help answer some questions for your dev teams or for your design teams. That is kind of the SEO perspective. I'm going to go ahead and pour out my tea. If you guys found the video valuable or it helped you guys out, please like and subscribe. And until then, I hope to see you guys again soon.

Thanks everybody.

Semantic Content is not creative, but its effective for SEO


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

This conversation is about semantic content. It not being creative, but it's effective. The reason why this is important is because a lot of people ask for what our SEO recommended content that we should put on the site. And often the SEO recommended content is not very creative, but at the end of the day, it's very effective. So I want to kind of talk about that today. But before we begin, I want to introduce the tea we have today because this is Zupo SEO Talk and Tea. The tea we have is a Darjeeling Black Tea from BLK & Bold. Again, this is a gift from my housemate for the whole entire house, so we're enjoying it for our [inaudible 00:00:39] day. So let's go ahead, get brewing, and get talking.

So, semantic content. Semantic content... We have another video about what semantic content is. So if you need to kind of do a refresher, just go ahead and look that one up. And I'll... In that video, I explain what semantic content is. What I want to discuss more is how semantic content usually has the content recommendations that don't sound very sexy. So a good example is, if you wanted to... Let me use one I actually dealt with before. If you were a dentist, I would usually recommend you write a blog posts about, what is a dentist? What is an orthodontist? What is the difference between a dentist and orthodontist? What is a cavity? What do you expect in a check up?

These are topics that [inaudible 00:01:18] off the bat, they just sound so not creative. Like if you were a dentist who had gone through years of dental school, and then your marketing company, or SEO companies is telling you, "Hey, can you write a blog post about what is a dentist?" There's a little [inaudible 00:01:31] part of you that's like, "What? Why would I write that, right?"

But the reason being is that a lot of semantic content is just about understanding what your site is. Your website doesn't know that you went through years of dental school, and your website doesn't know who you are. [inaudible 00:01:43] your website. Google doesn't know who you are. So Google doesn't know that you went to school for years, it doesn't know your background. All it knows is you have this one website with a couple pages on it.

If you can add some semantic content on your website like, what is a dentist? What makes a dentist good? What's the difference between a dentist and an orthodontist? What's the difference between a dentist and a pediatric dentist? It will give Google a better understanding that you are a dental website and that you have enough content that kind of gives you a good library of content that separates you from other websites.

Because you have to think about it in this way. If you are a dental website and there's like five more in your city and the average dental site has like, five pages and the content on each page is like 500 words, but your website has like 200 pages worth of a lot of content on there. Let's say like a thousand words for each content. And they're also magically related. You will have a much more thorough library to start ranking in Google, right?

So, of course, Google and rankings are not all about content. It's about link building content, technical [inaudible 00:02:51], SEO. But again, where a lot of websites I feel fall short in things that they can directly control, is their content on their website. And I think where they fall short is that they try to be too creative with their content at times. They try to brainstorm on a whiteboard, what's a groundbreaking piece of content we could write that can go viral.

When it comes to SEO, engagement and exposure is good, but also, there is content to supplement your SEO in the sense that it just shores up what your site talks about. So there will be times when your content seems so basic, but that's okay because that basic content doesn't need to be read by too many people, but it's read by the crawlers of Google who can say, "Okay, this website wants to rank for this keyword." And they talk about all these relevant semantic related topics. We can have more confidence that that's what this site is actually about. And so when it comes to SEO rankings, it's not always about business consumers. There's a third layer to it. It's also business, to Google crawlers, to consumers.

So again, when you're doing semantic content, expect it to be not so creative. And that's okay. When you're thinking about, especially for SEO purposes, you're trying to shore up your portfolio of content. So Google has better confidence about what your website's about. And that's what semantic content really revolves around. And then after a while, once you kind of fill in those gaps, you can then start going to more creative ones. But what I always encourage with SEO, if creativity is causing procrastination, then it's okay to go for the basic content.

Creativity has nothing bad about it, but when you're letting it stop you from writing a piece for months, we need to start moving, right? So hopefully that will help you in understanding content, the content side of SEO. Semantic content is a big part of SEO nowadays, so it's important for businesses to understand that.

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

How long does it take to recover if my ranking have dropped


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

Today's conversation is how long does it take for my rankings to recover if my rankings have dropped? This is a really common question in SEO. Everyone gets asked this left and right. Because if your business used to rank well, and then you've dropped, usually the leads will drop as well. So a lot of people get nervous or they get concerned. They want to be able to make sure that their rankings are back up, so I want to spend some time talking about that today.

But before we begin, I want to introduce the tea we have today. Today we have a jasmine green tea. This is a very common guest on our tea channel. It's because usually when I film, I get pretty hot, so jasmine green tea is brewed at a lesser temperature, but it just has a really nice flavor, so in the morning, as I'm filming, have this nice, floral Jasmine green tea flavor. If you're wondering how it tastes, if you've ever had a green milk tea or anything like that from a Boba shop, usually jasmine green tea is the base. But let's go ahead and get brewing guys.

So the question is, how long it'll take for my Google rankings to recover if they've dropped? So the question is very common in the sense of the answer is usually, it depends. But let me give you a quick high level view of how I usually diagnose.

If your rankings have a drops and it's been two days, you can usually see your rankings recover in one or two days as well. It's been pretty quick. You can pretty much bet that your rankings could go back up, but usually in those cases, Google is messing with their search algorithm a little bit and you might be dipping and increasing.

But where it gets concerning is if your rankings have dropped, and then for a week straight they have been dropped, and you've kind of been monitoring and they haven't been going back up. Then the second week they've continued to be in that same position, I would say after the second week is when you guys, you need to start being a little concerned and start acting quickly.

Anytime I see a site that has dropped in rankings, and the rankings have been in that position for longer than two to three months, it's an entire other SEO campaign to get it back up. So generally what I say is if your rankings have fallen and it's only been about three days to a week, there's not heavy concern just yet, but start making sure you're doing some different optimizations to recover.

But once we get two to three weeks you really need to start getting your team together and start planning for how you're going to recover. Because after two to three weeks, it might mean it's not a momentary thing. It's going to be something that your site maybe was deemed that there was some quality issues with it. Maybe with the new search algorithm update, the site did not pass the filters and the new criteria. In that case, if it takes longer than two or three weeks, and you've been dropping, then I'd say you got to start really responding quickly.

Because like I said earlier, for websites that come to us and they say, "We're ratings have dropped and we want to know if you could help us get it back, and we want to quick." I'll ask them, how long have they been down there? If they say anything longer than three months, generally I'll tell them, SEO, the average campaign takes six to nine months to get to the first page. If you've dropped in rankings for three to six months now, you're going to expect about six to nine months worth of SEO work to recover to get back over there.

Because three to six months of dropped rankings means that you've not only dropped, but you've been stabilized down there. Whoever's been on the top now has been stabilized up there. You can't just swoop in all of a sudden, because there is some level of consistency that Google wants. So therefore, I'd say if your ranking is dropped for two to three weeks, okay, you might be able to recover quickly if we can identify problems quickly and then work on it really fast.

However, if it's been sustained and even if you respond fast doesn't mean you can't prevent sustained ranking issues. But anytime you feel like, okay, it's been over a month and our ranking still have been a little bit, down there ... When I mean down there, let me just clarify.

When I mean down there. I mean if your ranking dropped from the eighth spot to the 12th spot, we can figure this out pretty quickly. We're talking about if you're ranking dropped from the eighth spot to the 70th spot, or the eighth spot to the 50th spot. If it's more than four pages down, that's what we're talking about, your rankings have dropped to a level where, like I said, if it's longer than three months, this is going to be a whole new SEO campaign that we got to figure out what went wrong, we have to do more work to prove ourselves to Google and it gets you on that first page.

So again, there's different nuances, so it really depends. But what I find is if it's a penalty by Google, it's going to take a while. If your rankings have dropped to the fourth or fifth page, and it's been a while, like a month or two to three months, it might take a while. If your rankings have dropped from the fifth spot to the, I don't know, the ninth spot or the 11th spot, it's not going to take six to nine months. It's just going to require some level of work to focus in and get you up there.

Now, how fast is it going to be? It's how fast the business can respond. How fast can you go out and get high quality analytics? How fast can you get content rolled out on your website? These are the answers that will ultimately dictate how quickly you go.

But in terms of, if you really want a quick answer, if it's a penalty by Google, it's going to take a while, six to nine months. I've heard people take years to get back. If you are dropping from the first page to the fifth page, it's going to take maybe six to nine months worth of work. If you're dropped from half a page, we can probably get you back in a month to two months to get you back to where you need to be.

Those are the general rules of engagement. But again, it's very nuanced, very dependent on many factors of, if Google went through an algorithm update? Who were the competitors that beat you out? What is your website looking like? Where are you doing anything spammy? Many considerations. But usually, this gets asked all the time, so there's not a perfect answer, but I do want to film this video and talk about this so you guys can have a general insight into how an SEO's mind diagnoses these things and figures out how long it's going to take.

So hopefully that was helpful, hopefully that was valuable, and hopefully it'll help you guys when you're trying to diagnose your own situation. If you found the video valuable, please like and subscribe. I'm going to go ahead and enjoy my tea now, and I hope to see you guys again soon. Thanks, everybody.

For google my business rankings, reviews are your knockout punch


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

Today's conversation - for Google's My Business rankings, reviews are your knockout punch. This is really important because Google My Business has become its own sect of SEO. And there are a lot of people who are very concerned about ranking well in Google My Business. But because it's a relatively newer section of SEO and also a subset of local SEO, lots of questions about how do I get that rank to the first spot as quickly as possible. So we want to go over that today.

Well, but before we begin, I want to introduce the tea we have today. We have the ryokucha green tea, which is a tea gifted to me by a friend, Brad Jashinsky, who is the director of marketing for John's Incredible Pizza. If you live in the West Coast, you probably know John's incredible. I'm not sure how far their reach is, but I believe they're more on the western side of the United States. But anyways, thank you, again, Brad, for the tea. The tea we have today is a green tea, and it has this taste of like a toasted brown rice. That's the way I like to explain it. Every time I tell people that and they drink it, they're like, "Yeah, toasted brown rice all the way."

So, let's go ahead and get brewing, get chatting. So for Google My Business, a lot of the ranking factors are very similar to local SEO, some of them being your citations and local listings need to be on point. You need to have optimizations on your website to correspond with the locality you're trying to rank for. So again, if we're in Orange County and I'm a pizza shop, I want to put "pizza in Orange County" in my titles and my content so that the Google My Business corresponds with that.

In addition, you want to optimize your Google My Business. So again, have the right name, address, phone in your business description. Make sure that it's very rich with keywords that are relevant to your business. And again, fill up those products and services. But after that, Google My Business gets a little difficult in that there's only so many things that you can be doing to get it ranked high. Unlike your website, where you can build more pages, you can put more title tags and badge descriptions, you can add more content, Google My Business is a little bit different in that there's only so much you can do.

And there's a lot of different theories of what help. A lot of people say you should be posting on Google Posts a lot. I've yet to see someone telling me that there's data... I've yet to see data that Google Posts increase your Google My Business rankings. Now, the last time I reviewed data was a year ago. So maybe there has been data since that has shown that it has improved rankings. And if so, in the local SEO community, please share that with me. Please prove me wrong, so that I can kind of look into that data. But until this point, I haven't actually seen any data or studies showing that Google Posts increase ranking.

So, long story short, the number one ranking factor that I've seen for Google My Business that really helps is your reviews. Clients and customers I work with, when they really focus on getting Google My Business reviews, no matter what details they have in the Google My Business, they tend to just rank number one or two. So this is going back for years, when I used to work in the different industries where, in the dental or veterinarian industry, if you have eight to ten rankings... all right. Sorry. Eight to ten reviews on your Google My Business, and your average competitor has the same, all right.

But where I've seen the big players in Google My Business rocket, is when they just go big or go home. So for example, I had a client who had 539 Google reviews, and then their next competitor had 200. They were just double the size of anybody else. Therefore their Google My Business rankings were always near the top. I have another client whose average competitor has about three Google rankings. I keep saying, "Google rankings." Reviews, rankings. They don't even sound similar. I don't know why I'm mixing them up. But I had a client who had competitors of... Average competitor had about three reviews, four reviews, but they have 99. So they always are the number one in the entire area they're trying to rank for.

So what I would say is, yes, focus on your Google My Business optimizations. But what I have found is really go for those Google My Business reviews. And those will really drive home some positive rankings in the Google My Business section. So that's pretty much what it is. There's nothing complex about that. So, if you've done all your optimization for Google My Business, I highly encourage you, make it an emphasis for the business. And don't make it... Where I feel clients fall a little bit is when they relayed like, "Oh yeah, we'll focus on it. We'll get five." You really need to be orders of magnitude higher than your next client. So, for example, the one I just said, the average competitor has three. They have 99. I like to say, "Go for 50. Go for 100." And Google My Business reviews aren't that difficult to get. They don't require long prompts. It's just a star and a quick text. So, if you can do so, you should. And I think those will help you the most in Google My Business.

All right, so I'm going to go ahead and pour out my tea, guys. It is a really hot day. I don't know if you can tell. It's like the sun's beating down, but you got to commit to the tea, right? Tea is good. Hot, cold? Doesn't matter. But if you guys found the video valuable, please like and subscribe. And if you enjoyed what you saw today, I hope to see you guys again, soon.

 Thanks, everybody.

Do links in the header and footer of the site matter


Hi guys, And welcome to another edition of Zupo SEO talk and tea. 

Today's conversation is do links in the header and footer of the website matter? This is a really important question because when a lot of people are redesigning their websites, they can change navigation, they can change things in the footer, and oftentimes what they want to make sure is that, if you're doing things right, you want to make sure the links you're moving around don't affect your SEO. So that's what the conversation we're going to have today.

Before we begin, I want to introduce the tea you have today. Today is a Darjeeling black tea gifted by my housemate from Black and Bold. 5% of all proceeds for this company go to disadvantaged domestic youth in the US, so always nice to do a social good kind of tea. But let's go ahead and get brewing. Black tea, by the way again, before I go jump into SEO, is usually used for milk tea bases, so if you've ever had a milk tea with boba, black tea is usually that base. So I'm drinking the base of a milk tea.

But let's go ahead and get chatting, guys. So do links in the header and footer matter? Let's take this as a two parter. Do links in the header ... When I mean the header, I mean the top navigation. Do links in the top navigation matter? 110%, yes. Links in the navigation and in the header mean a whole lot. It might even be arguably the most important place where you can put a link. Google deems links in the navigation to be the most important because you put it there. The common user today expects that the navigation would be able to guide them to where they need to go. And if your website has links in the navigation, we'll say, okay, your links are in this navigation panel. These must be the most important.

So when it comes to your links in the header, if you're redesigning a site or you're thinking about moving things around, ensure that the links that you're moving around are not important for SEO or that there's not any drawbacks. You do not want to move a link off the header or the navigation that has SEO value because once you move it off the header, it's not a done deal, but you risk losing some rankings because the link is not in the main navigation anymore. So again, links in the header do really matter. And if you want to start moving the links to the navigation around, I would say do it in a very controlled, tested away. Maybe if you have 20 pages in the navigation, but you want to cut it down to 10, remove two first and then evaluate how the rankings go. Then remove the other two. It doesn't need to be one fell swoop.

There are many reasons why you may want to move links out of the navigation. Some include CRO, conversion rate optimization, or just better navigation for users or a better user experience. These are all great. That's fine. I'm just saying for SEO purposes, SEO is all about ranking. We don't care about anything else, really, in the SEO realm. So in that case, if all we care about is Google rankings, you want to make sure the pages you remove the navigation, what are those pages? Are they targets for SEO rankings? And if so, both, can we monitor them first, and then if we move it, if the ranking is kind of fluctuated, then we've got to move it back, right? You want to do it in a controlled, tested way. So that's on the header side. You don't want to mess with links too much in the header because they are a very important placement for SEO.

Footer. The footer is a very much different story. Footer links do matter in the sense that they're there, the links are great, but a lot of companies over the years have tried to hide links in the footer, and lots of them. And footer links are now considered by Google kind of a lesser place. They're not as a priority for link placement. So if you have links in the footer and you remove them, they're not that big of a deal, to be honest, because Google usually deems footer links as a place where a lot of people will shelve links that they don't care as much about. So therefore, if you're trying to move links in and out of the footer, that's not as concerning. It's the navigation, the header, that is the most important.

So if you're trying to kind of place and figure out links for your site, putting it in the footer doesn't really matter. It's not going to impact you that much. It might help you marginally, so go ahead and put them in the footer if you'd like. Or if you need to remove them, not too concerning. But if they're in the main navigation, that's where you really need to start having conversations with the SEO team design team and the main business team to kind of talk about, okay, we're going to move this page. Moving links off the navigation can often affect rankings. Which one do we want to experiment with first? Are we comfortable with that? As the design team, can we make this work? There are a lot of conversations to be had. And I think usually with navigation, that's where a lot of changes are made without discussion. You can links up the navigation, but you want to make sure that you just do your due diligence so your rankings don't fall off.

So again, nothing is set in stone, but I always encourage, when you're moving things on and off the navigation, talk with the team and make sure everything's good to go. On the footer, less so. Just leave a note for people. You don't have to do as much testing. The footer doesn't still matter as much, but it's still worth testing just to make sure. So hopefully that-

Can you see which keyword brought traffic to your site


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

Today's conversation is, can you see which keywords you're optimizing for [inaudible 00:00:13] traffic to your website? This is an important question, because every company and every business wants to be able to have strong analytics. They want to be able to make sure that the marketing they're doing, where is the business and leads, where they're coming from. A question that we often get asked a lot... But before we began, this is Zupo SEO Talk & Tea and I want to introduce the tea we have today. We have a Ryokucha green tea. This is a tea that was very popular in the beginning of our channel and I had it on the series for a while.

So, I want to bring it back. I've been holding it off because I really only have enough for two more tea servings. And I've actually... I'm using one of those two today. So, we won't be seeing this for a while because I'm going to save the last one for myself. But this tea is... It tastes like toasted brown rice. That's the best way that I can put it. And it's a great tea. If you want try a unique style of green tea, this is a gift from what... Again, one of my friends, Brad Jashinsky, who is the director of marketing for John's Incredible Pizza. So again, thanks Brad for gifting us this tea, but let's get brewing [inaudible 00:00:01:24].

So, can you see the keywords are bringing traffic to your website? So, unfortunately the answer is no. Back in the 2010s, and I think before 2010, you used to be able to. You used to go down to analytics and then you can see what exact keywords were bringing traffic to your website. And then what exact keywords were bringing conversions to your website.

I don't remember the year. If I had to guess [inaudible 00:01:43] 2009 or '10 that Google changed the rules around a little bit. And now you actually can't see the keywords that are coming to your website. So, the quick answer is no, but there is a roundabout way to do things. And just a quick kind of deep dive into what I mean by this is when you go into analytics, you'll have a acquisition channel clout organic search. And everyone probably is familiar with it but if you're not Google Analytics can be installed in your website and it'll just show you the general traffic of what's coming to your website and on the left panel, you'll generally see acquisition. If you click that, it will break down your traffic based on where they came from.

Organic search is usually one of those channels. And then in that channel, you can see where people came from, but you'll see that a majority of the keywords or a majority of the rows or not majority. Sorry, let me slow down a bit. The top row will usually be not provided and it will have a majority of your traffic. Meaning that Google is not showing you any keywords that people are using to come in. Generally, you'll find a couple here and there, they might be your brand or something like that but usually the not provided row is 98% of your traffic coming to your website from organic. So, you are unable to see it. So, long story short, analytics, you really can't see what keywords. Where you can as if you do Google paid ads. If you do Google ads, you then can see down to the keyword, what people are typing in.

But when it comes to organic search, you can't. Now there is a not so perfect way around this. So, analytics is where it stops. That's where you can kind of see like, "Okay, I know I'm getting organic search traffic, but I'm not sure what keywords they're typing in."

There's two ways that you can try to paint that picture. One is to identify your top landing pages by organic search. So again, you could go into your organic search and then look at the pages that have the top entrances of your website and then based on those pages, you can have a general tell of what keywords you are... What keywords are bringing in traffic, because you have your keyword optimization. You probably have a page you optimize for that keyword. And if that page has a lot of entrances, you have a general better idea that, "Okay, this page we targeted 10 to 25 keywords so it must be these 10 to 25. And we know the rankings of these 10 to 25. These are the ones on the first page. So, we have some confidence as these keywords."

Now you can supplement that also with another tool called Google Search Console, which is tied with analytics. Google Search Console and analytics will give you two sides of data that don't exactly match perfectly, but they will give you two sides of the data. Google Search Console will give you how many impressions and clicks your website got on Google Searches. Therefore what you can do again, not perfect, but it's a method, you can go into your search console, look at the landing page [inaudible 00:04:35] corresponding with the analytics. And then with that landing page in search console, you can then see, okay, what are the top impressions and clicks for that page from searches? And then do those keywords line up with our keyword rankings and what we assumed on analytics side?

Most likely they will, but of course there's always a curve ball, but that's a great way for you to have general confidence. Of course, everyone wants a one to one penny to penny attribution at matching. When it comes to organic SEO and a lot of unpaid marketing today, you have to rely on this not so perfect matching. Even in pay, you have to do that and in some levels. So, the best way, if you really want to get as close as you can, analytics, your own ranking reports and then search console and merging those. And again, a quick top level... Find the entrance pages, find the corresponding rank keywords that you're trying to rank for that entrance page. And then on service console, look at the entrance pages, impressions and clicks to see what keywords are bringing the most clicks, and does that correspond with your ranking report?

That will give you the best idea of organic SEO or organic searches where, what keywords people are typing in to get to your website. So, hopefully that will help you in your analytics reporting. Hopefully it'll get you a little bit closer to what you need to know. I'm going to go ahead and pour out my toasted brown rice tea. It is a hot day, so drinking some hot tea. I'm going to just keep sweating and sweating, but if you guys found that video enjoyable please like and subscribe. And I hope to see you guys again soon.

Thanks everybody.

Where Press Releases still Make Sense in SEO


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

Today's conversation is, When Press Releases Still Make Sense In SEO. This is a really important conversation because press releases were very popular in the early days of SEO, back in the 2010s and before. Many people were using PR and press releases very heavily to do link building. Ultimately, Google has pretty much nixed that and said that they are not a valid link building strategy, and you can get penalized for heavy-duty PR link building. Therefore, I wanted to discuss today, most people have turned away from PR, but I think there is a misconception that PR in itself is just a negative when there actually still is a lot of positive. So if you are a PR person watching this, this is a shout-out to those PR people. We still very much need you. And there's still value in SEO with the PR.

But before we jump on in, I want to introduce the tea we have today. We have this golden packaging which... Maybe it's glaring on you guys. Hopefully, it's not. But this is a chrysanthemum tea. And again, this is a popular player in our tea channel. Actually it's SEO and tea channel. But it's a very popular... In this channel I bring it up a lot. It's a [inaudible 00:01:12]. So technically, it's actually not a tea. So that means it has no caffeine. But it still has dried chrysanthemum flowers and then you brew it just like any other tea. And then you enjoy it. Very popular for kids to drink as a childhood drink. I drank a little bit of it as a kid. But I like to drink it sometimes in the evening, when I just want something warm and floral before I go to bed. That's sometimes what I'll drink.

Well, let's go ahead and get talking about PR and SEO. Again, like I mentioned, PR has been something that has been avoided by SEO for a while. And that's for good reason. A lot of people were heavily spamming and overusing PR strategies, where they would put press releases out, linking to their website in the press release in hopes of acquiring links. Now, the problem is people did this so much that Google essentially was aware of this and then nixed it. And then says it's against their guidelines, it's not really above board. Therefore, PR has been heavily moved away from [inaudible 00:02:05] in the last 10 years. It's been a long time. This is a really old conversation that we're having. But the reason why I wanted to film this video is because even in my own experience, I have learned that PR isn't always a bad thing. To be honest, I have a lot of value from some of my clients in doing some PR link building strategies.

So let me give you an example. A lot of the times PR is bad when you have nothing to truly announce when you're sending out a press release. And I know that sounds harsh, but I mean this in the way that you're trying to make a press release purely for link building purposes. So a good example is if a company has a website and they create a new page. If you create a new press release saying, "Hey, we created this new page. We're announcing this new page on our website." I really don't know if that's press release-worthy. I feel like unless you have a very specific reason for this page to be so amazing, there's really no reason to be announcing. And you see a lot of those kind of things, a lot of bad spammy PR press releases.

But where I have seen it actually make sense is some of my clients they are different industries. And so some are in engineering, some are in technology and sometimes they do have these big news. For example, one of my clients has acquired two companies in the last two years. And so they'll announce press releases in their engineering industry saying, "Hey, we just want to announce that we have acquired this company to bolster this side of our business or that side of our business."

And where we have found press releases to actually work is targeted press releases and relevant press releases. Once we acquire the companies, the marketing team and my company work together to identify relevant publications. And when I say relevant, I don't mean just general engineering. I mean down to exactly what that business portion that they're acquiring is relevant to. So a good example is, the company acquired a company that was better at dealing with software. So we went to that engineering software niche, went to the publications and sent them the press release announcing, "Hey, we've acquired this company and is bolstering our ability. And we're merging the abilities to better sell the software to more companies that may need it."

And therefore, a lot of these publications actually publish the press release because they want to see relevant news in their industry. So we did acquire links that way. And so what I'm trying to impart is that press releases are not always bad. If you can find... There's two things. One is, it has to be newsworthy. And unfortunately it can be a difficult for some companies to find something that's newsworthy. Or you may have impostor syndrome where you just feel like your size is not there. There are many ways to kind of do it. You just have to do some investigating about what is press release-worthy.

You can do some big marketing camp... No, I won't say campaign, but you can do a marketing... What do they call it? It's a display or a marketing show. And it's a really cool thing that you do in the public. I'm losing the word right now. But for example, it's a marketing stunt. There you go. A PR marketing stunt. You can run one of those and get your press release out. You can run a social good campaign and do your press release like that. It has to be newsworthy at the end of the day.

And then second, it needs to be relevant. It has to be relevant to the publication in that you are pitching the press release to in hopes that they will publish it. That is when I've seen PR and press releases still work. And I mean that in a purely SEO sense. PR is still a very valuable body of work but I would say if you're doing PR purely for SEO, you're not going to be finding a lot of value out of it. You need to still kind of meet the base level of it has to be newsworthy and it has to be relevant to the publication you are pitching that PR piece to.

So hopefully that will help you in your own link building. It's another tool in your tool belt that you can use. But I would say, just like any tool, you can't use that one too much. There are very specific occasions of when you can. So hopefully that will help you in your own link building strategies. I'm going to pour out my tea right now. And if you guys found that video valuable, please like and subscribe. And I hope to see you guys again soon.

Thanks everybody.

What is a link scheme


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

Today's conversation is What is a Link Scheme. This is an important conversation because I think that Link Scheme are very old in the sense that they've been used since the dawn of SEO. But I think that it's important to know what these are, because when you are monitoring your competitors or you get vendors who are trying to sell you on SEO, it is important to know what a Link Scheme is. So one, you don't do it. And two, to know if your competitors are using them.

So before we jump on it, I want to introduce the tea we have today, because this is Zupo SEO Talk and Tea. This is not Kirkland, but this is a very recurring tea on this channel. So you probably already know the deal with this. I just use the Kirkland chocolates as a container, but the actual tea inside is different. It's a Pu'Er Tea. I drink pretty much daily now. It is probably my most popular tea. I drink every day. It is a very dark strong tea. And I always say, it's the equivalent of black coffee I guess. It doesn't taste anything like it, but then the color is so dark and it was definitely a caffeine kick. So I like drinking it. But let's go ahead and get brewing and get talking.

So what is a link scheme? A link scheme pretty much is what exactly what it sounds like. A link scheme is a way where a company or a website is using a method or a scheme that is pulling bunch of links into their website. So common examples of link schemes are buying maybe a thousand URLs and pointing them to a website, or getting a network of websites that all are in cahoots with each other and they'll interlink amongst each other. That's also one of the link scheme. A link scheme is just pretty much any way that you are manipulating in an inorganic way, links to your website.

So an inorganic way though, just to really define this is, for me the best way to define it is based on feel. I hate saying that and Google has his own definition, but I hate saying it that way, because then it's like, "Oh, well, it's not so defined," but the way Google defines it as well is pretty overly strict. They say that link-building should come when you don't have to ask for it and when someone organically wants to link to you. Now, my issue with that is that it's very skewed to the big, hot, big companies. How are you going to link to someone that you're not really aware of? There needs to be some level of networking going out there.

So to back all that up, my opinion of organic link building is pretty much that you just are not buying and selling and in cahoots with people, but only driving lots of link to your website. If you are providing value out there, you're guest posting, or you're being a guest interviewer, you're featured on a podcast, or you are on a resource list. I think of that as organically building. You are going out there trying to build your exposure, trying to give value and trying to build links that way. If your link building methods are much more about, "Ooh, okay, I'm not talking to anybody, but I'm going to buy this stuff, or I'm going to manipulate this source of links and drive into the website." And that one can be considered a link scheme.

Now I would readily admit I don't engage in a lot of negative SEO if at all. So my understanding of the strategies can be a little bit weak. So I'm sure that there's someone else who knows Black Hat SEO much better than me, and that can speak much more to it, but what I would say is when you're doing a link scheme, just the way that you have kind of know the link scheme might be around is if they're asking for you to pay for links. And I'm talking about the different scales of price space on the links, or they can get you thousands of links, or they have a system that they can get you hundreds of links overnight. That's when it seems to be a link schemey to me. Links organically could take some time to build up. And so I go the more White Hat away, but you just want to be on the lookout for link scheme.

One, because Google can penalize you for them. And two, if you are seeing your competitors do it, you can always report them, or you can just be aware that they're doing it. So hopefully that will help you in your own link-building understanding. Link scheme is something that Zupo really avoids and we don't like to mess around with, but there are lots of vendors out there who have come in and tried to offer these kinds of services. So hopefully that will increase your understanding of link building and link schemes. If you guys found the video valuable, please like and subscribe, and I'm going to enjoy my tea now. And I hope to see you guys again soon.

Thanks everybody.

Stay organized with your site’s anchor text


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

Today's conversation is staying organized with your anchor text. This is a conversation that I like to have, especially internally in my own company, because I'm a big believer in internal linking silos and anchor texts, and I feel like a lot of people don't truly understand anchor texts and I would really like to have that conversation today.

But before we begin, this is Zupo's SEO Talk & Tea, so we have our tea today, which is a Pu'Er Tea that I drink pretty much every day. It is housed in this Kirkland box, but it has nothing to do with Kirkland or Costco, I just put it in this container. But it's a Pu'Er Tea that I pretty much drank daily, to be honest. And the tea is a fermented tea, it's pretty dark when it's brewed and it has a very strong kick and I like to drink every day. Because of its strong kick, it can brew a lot. I can pretty much steep it, like, 20 and 25 times, so it doesn't really run out very quickly, and essentially, it keeps me going throughout the day. Well, let's go ahead and get brewing and get talking some SEO guys.

So when it comes to anchor text, I'm not going to define what anchor text is because I already have another video about that, what I want to discuss is keeping your anchor texts organized. So I'm going to go into the nitty gritty right now, so you're going to have to bear with me to follow along. When it comes anchor text, it is important that the internal links you build on your site, the actual anchor text you're using is very defined and relevant to the keyword trying to rank for. So again, let me use my classic pizza shop example.

If I have a pizza shop and I'm trying to rank for a pepperoni pizza and I have a specific page for pepperoni pizza, what I want to make sure is every time I've mentioned pepperoni pizza across the site, in my blog posts, I want to make sure that I'm linking to that pepperoni pizza page and the anchor text of that link says pepperoni pizza. When you are linking to the most important page, and in this case your most important page is your product page where you sell the product, the pepperoni pizza page, you want to make sure that across your site, you drive interlinks to that page, and then the anchor text says pepperoni pizza, or whatever the key word you're trying to rank that page for. Internal links and anchor text signal to Google that is the key word that that page is supposed to be about. That's why it's in anchor text.

The reason why this is so important, is not because of that concept. That concept easy to understand. Where people get messed up is when they expand a little bit more. If you're trying to rank for pepperoni pizza, your strategy probably entails writing blog posts about pepperoni pizza. So let's imagine you have a pepperoni pizza product page, and then you have 10 blog posts about pepperoni pizza and the blog posting range from the best thickness for pepperoni or the best places to enjoy it or the best styles of pepperoni pizza or the best ratio of pepperoni to slice, I don't know, whatever. Actually, I would love to write these blog posts, but these are all blog posts.

And what can happen is when people, they have 10 pepperoni pizza blog posts and they have a product page, what you need to make sure is your product page at the end of the day is the most important. So when you are linking to the pepperoni pizza page, always use the anchor text pepperoni pizza, but when you are in internal linking to the blog post pages, ensure that there is variation. Do not link to the pepperoni ratio blog posts with the anchor text pepperoni pizza, because that will confuse Google. They will say, "Wait, your product page, the anchor text was pepperoni pizza, but also this other page has the anchor text as pepperoni pizza, which one is truly for pepperoni pizza? And for you, the answer's obvious. It is the product page.

So when using anchor texts, ensure that there is enough variation where it's obvious so there's no confusion. So what I would do is when you link to that other blog post, make the anchor text longer. So instead of saying pepperoni... So if you're trying to link to the ratio the pepperoni ratio page, do not use pepperoni pizza as the anchor text. Maybe you can say, "The pepperoni slices in pepperoni pizza." That could be the entire anchor text. It's much longer and Google can tell then, "Oh, okay. Pepperoni pizza, that short succinct phrase, is meant for that product page, but this longer phrase was meant for the blog post." There's then no confusion. And at the end of the day, you don't have to perfect the anchor texts for these blog posts, because again, they're only supplementing the product page.

So again, when you're using anchor texts where people mess up is they moved too quickly. They're just adding internal links wherever they can and then they're not thinking about the anchor text. I am not saying to be over meticulous, but when it comes to internal linking, the product page or your most important service page or wherever it might be, it is very important to get the internal link of the priority page right.

And the other thing to make sure is, when you're interlinking to other pages, that doesn't use the same anchor text that is in alignment with the page that is the most important, because then that will confuse Google. Make the anchor text longer, until almost a sentence fragment, so it is very clear that fragments are for the blog posts because whatever it might be, but then the product or most important page, is a very succinct keyword phrase so that Google understands that the keyword phrase is assigned to that page that you're trying to rank for. And these other ones, though the keyword is in the anchor text, it's in a bigger fragment, so it's not as tied to that exact keyword phrase. So all in all, what I'm trying to say is, make sure, keep succinct keyword phrase anchor text aligned to the product page or your service page or whatever's most important, for all other pages. Don't mix them. Don't use the same anchor text, try to make it bigger or change it up a bit, just so there's no confusion.

So hopefully that will help you understand internal links. A lot of people get internal links wrong. If you want some more information about internal links, you can read some of the blog posts we've written. I write a lot of guest posts about internal linking, I'm a big believer in them. You can also reach out or comment in the video and I'd be happy to get back to you about internal linking. But hopefully you guys found that video valuable. If you did, please like and subscribe. I'm going to pour my tea out and I'm going to go ahead and drink my tea for today. It's getting pretty hot so this will be a nice little kick in the day. But if you guys found the video enjoyable, I hope to see you guys again soon in future videos, then.

Thanks everybody.

In Local SEO, it’s worth simulating searches from that locality


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

Today's conversation is in local SEO. It is worth searching for your keywords in the locality you're trying to rank for. It sounds like a really long sentence and it might be a little complex, but actually it's pretty simple and basic. But, I really want to go over this topic today because it is so important when it comes to local SEO.

But, before we begin, I want introduce the tea we have today, because this is "Zupo SEO Talk & Tea". Today we have a green tea that my father got in China and he brought back home. And it is a green tea that has actually become one of my more favorites. It has a really, really rich green tea flavoring, and I've just really come to enjoy it. I normally like to enjoy it on the weekends, but I wanted to feel a little bit chill, so I've brought it out today to chill with you guys. But, let's get brewing and get talking.

So, when it comes to local SEO, it is worth doing the search from the locality you are trying to rank for. That is a very technical way of saying if you're trying to rank for a city, try doing the Google search from the city that you're trying to rank for. And what I mean by that is, unfortunately... Not unfortunately. I shouldn't say it like that. Google is very hyper-localized in the sense that where you are searching from heavily dictates the way that you're seeing Google search results, and especially when it comes to local SEO. Therefore, when you're doing searches from your computer, it will be biased towards the area you are coming from.

So, I think the best way for me to explain this is to give you an example. Just the other day, I was talking with my staff and we were researching localities in Arizona. And we were trying to figure out, for our client, if we could expand their SEO into a certain locality or city in Arizona. And, one of the cities that was on the list was Glendale, and my staff came back to me and said, "Hey, I don't think Glendale is going to be a good fit. All our Google searches when we're doing testing goes to Glendale, California, which is in LA." So, they said, "I don't think this is going to work". And I told them, I said, "Well, you're based on the South O.C., so you're probably getting Glendale, California, because you are in O.C. You need to simulate searches from Arizona".

And my staff member was like, "Oh, I don't even know why I didn't think of that". He was just moving so quickly. So, again, it's a good reminder that... And this is what he did. I had him go to Arizona, not physically, there're tools out there with Google ad preview, and I simulate that you're in Arizona and then do the same search. And he was like, "Oh, yep, you're right". When I did it in Arizona it went to Glendale, Arizona. Therefore, it's important to make sure you're doing the searches from the areas that you're trying to rank for because you can actually have really biased results if you only do it from your local area. So, again, it is very important then to do the searches and simulate from where you're trying to be because the example I just gave, there are many cities that have the same name across the country and different states.

You want to make sure that everything's aligned and that the search results will often be very different from where you're searching from. So, you can use the tools like Google ad preview to simulate this stuff. And it's very important because local SEO is fine when you're doing it from the area that you're sitting from. But, if you're doing the searches from a different city or state, it can really mess things up. So, that's why it's really important to be able to do this keyword research from the areas that you are trying to rank for using those tools. In addition, as I'm saying this, I just thought of this as well, it's important to do your keyword rankings from there as well. You don't want to be doing keyword recognition from your area. You're doing it from the area you're trying to rank for because that's the whole point of your SEO.

So, it's pretty simple. It's just a reminder for your keyword research, make sure you're simulating from the areas you are going to be ranking in, and that will really help plot out a proper strategy. Hopefully that will help you guys in your local SEO game. I'm going to go ahead and pour out my tea now. If you found the video valuable, or you liked it, please like and subscribe. I'm going to go ahead and enjoy my tea now, and I hope to see you guys again soon.

Thanks, everybody.

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