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hi i'm nate wheeler i'm one of the owners of we create website design and marketing i'm also our chief marketing officer i've been doing seo for about 10 years and seo is the process of getting websites ranked higher in search results for various search terms the topic i want to cover with you today is the topic of lead generation through the web and more specifically lead generation through the process of content building in the process of selecting the right keywords that your target customer might be typing into google to find your website for so in order to explain that i want to start on a page of google search results and we're just going to analyze this page and just kind of go through the basics of what is on a page of google search results so the first thing that we're looking at is what we're calling a search query and a search query is simply the term that someone types into google and in this case i typed in the search term aluminum die casting manufacturer and die casting manufacturer is a service that one of my customers provides and so we're actually going to see them represented on this page the next thing we see on this page of google search results are the ads and these ads are pay-per-click ads which means that when somebody clicks on one of these ads it can cost 10 20 30 40. um you know it can go pretty high sometimes and so these pay-per-click ads are they're definitely a way that you can generate leads but what i want to talk about today is more or less the free way of generating leads and that's the organic search results so uh the first search result here is actually one of my customers and on a nationwide basis you're probably going to see them right at the top of search results for that particular search term along with many many others so as we scroll down this list here you're going to see 10 organic listings and that number is going to come up a little bit later the other thing to mention about this page is as i've scrolled down this page of search results everybody on this page received an impression and an impression is a marketing term or an advertising term that's uh basically refers to a view and so i'm going to also show you in a little while why that matters so that's kind of a basic uh understanding of what a page of search results looks like the other thing i'll mention really quickly is that when i say a page of search results i might refer to the first page of search results that's what we just scrolled down or the second page or the third page or the fourth and so on and so forth it could go back very very far as we all know not many people are going to click from the first page of search results after googling a term to the second and the third and the fourth and as you get further into search results your number of impressions is going to go down okay so that is kind of how a page of search results works the next thing that i'm going to get into is basic terms that relate to seo or search engine optimization so we're in google which is a search engine and so search engine optimization simply means the process of getting you ranked higher in search results for various search terms and the reason why that matters as we've seen is when somebody that's a potential customer would google a term like aluminum die casting manufacturer they're clearly looking for a service that you provide or that php provides so being present in those search results for that search term can lead uh customers to your website and then uh you know eventually have them fill out the lead form or call the phone number and those those searchers could then turn into customers and we've seen this over and over and over again i have many many manufacturing customers that i've done this process for and we know invariably that there are people out there looking for manufacturing services and that will procure those services from the people that show up in search results i'm now going to cover basic seo terms so once again seo stands for search engine optimization so seo is divided into two different parts the first part is called on-page seo so on-page seo refers to the content and keywords and how they're used on your website so to demonstrate on-page seo i'm going to show you a page of content i'm actually going to show you the page of content on my customers website that that ranks for this search term as we look at this aluminum die casting page on php's website i'm going to point out a couple very important places to put keywords that google is going to look to really identify what this page of content is about so the first place that they're going to look is what's called your seo title and your seo title or your search engine optimization title is right up here at the top in the tab and this is also the uh the title that's going to show up in search results and so this is an seo title here it's the same as this here the second place they're going to look is what's called your h1 or your heading and that's just really an identifier of the size of the text or the priority of the text on the page so google is going to say hey if this keyword set is in the h1 title i'm going to assume that this page has something to do with that topic the next thing that i'll do with a page of content is have a couple feature bullet points and then my calls to action and those are really a great place to kind of capture the visitor i don't really care too much if they read any further on this page but what i do care about is that they hit that rfq form after that we scroll down this page of content and we can see that we have a good amount of content built out here with various outbound links in various information relating to aluminum die casting so this is really a well-developed page on a topic and that's a really important term to kind of remember and understand is having a well-developed page on topic means that when somebody googles that term i want to provide them with all of the resources that i possibly can that will you know answer the questions or answer the query that they search for in google and that's really what google's goal is is it's to match up queries with relevant pages of content so as i scroll down this page you can see a lot of other good content keyword rich content different variations of the keyword but just a really well developed page that has outbound resources to other pages on the website and sometimes even other pages on other websites and so this is a well-developed page on a topic but as you can see throughout i break it up really well i have some good calls to action throughout the page and things like that so that's that's really how a well-developed page works is having um you know your keyword focus which is your aluminum die casting manufacturing or manufacturer and um and then having a good amount of content with outbound resources and that's really what we need to consider when we think about uh well-developed pages on topics the next thing we're going to talk about briefly is what's called off page seo and the reason i want to talk about off page seo is to more or less help you understand that having a great page of content on your website is not enough to help you rank for keywords or not enough to get you to the top of search results for those keywords and the reason is if you think about it uh you know there there could be a thousand companies in the us that provide the services of aluminum die casting manufacturing and so if you've got a thousand companies and you've only got 10 listings on a page of search results clearly not everybody can be on that page so google uses off page seo to measure the relative value of a website or the relative authority of a website over another and so in order to really get you ranked for these keywords we need to have off-page seo and off-page seo is largely composed of what's called backlinks and backlinks are simply links from other websites that point back to your website and so an example of a backlink might be if you were a member of the national association of die casting manufacturers and you had a listing on that website and and that website had a link that pointed back to your website that would be an example of a backlink so when we're doing seo for a customer we're not only building out great content that's focused on keywords we know we want them to rank for but we also are building high power relevant backlinks and the subject to backlinks is a little bit out of the out of the realm of this particular discussion but i will make a follow-up video that kind of discusses the basics of backlink building and how that all works so the next thing i want to cover is how do we actually choose keywords for new content and to start that discussion i want to show you kind of the baseline and so when we go to the home page of php's website here you can see that we have this really instantaneous representation of their broad service offerings and so we've got five different areas here and so the first one obviously the one we want to focus the most on is the aluminum die casting but then they have a lot of other follow-up services including zinc die casting so what's important to understand about uh building a website is we we're not going to be able to cover 100 of the topics when we first build a website out but we want to cover those kind of broad groupings and choose good keywords that would lead people to those broad groupings so after that we want to determine what's going to be a good follow-up piece of content and the place that we usually will put some follow-up content is on our blog and so if we go to the blog here you're going to have articles that are more or less just pages of content that's the way google sees a blog and some of these are more relative to just kind of what they're doing on a day-to-day basis but we write a lot of articles that are focused on specific keyword set that we've um that we've researched and that we have determined that we need to write some content and get them ranked for because it's going to bring them business so i'm going to show you very quickly how we will choose those keywords this tool that i'm showing you now is called google search console and this is a free tool that i recommend everyone has installed on their website basically you just go sign up for a google search console account and they will give you a tracking code and you can place it on your website but what this tool does is it shows us how your website is performing in organic search results so this isn't measuring any of your traffic that's coming from ads or facebook or anything like that it's simply things that people googled where you show up for those keywords how many times people have seen your listing in search results for those keywords and so on and so forth so as we look at this tool first thing i want to point out is simply that over this couple month period that i've shown here we've had this really really nice increase in clicks and impressions and clicks are really clicks are really the most important thing because clicks are what what's going to lead people to your website and you can see here um starting over this little short period uh about 24 clicks in this last peak was 124 clicks so that's a pretty cool increase but even if we're just to kind of go by the average here i mean we're almost triple so a really really nice increase in the amount of clicks and the really cool thing about it is too is when we started with this customer they had they were getting almost no clicks and so getting them to the point where they're getting this this huge number of clicks on a daily basis these are very relevant people you know very relevant searchers that are looking for the services that php provides and many many of those fill out their their rfq form and reach out to them so this is a really cool result so what i wanted to show you here was how we're actually selecting the keywords for new pieces of content and this is a really important skill set for not only your marketing team to have internally but you know the company that you're working with to provide these services should have a really good understanding of how to select good keyword sets that are going to be relevant and that are going to be attainable and then also have a good search volume and so what i mean by that number one is relevance so as we look down a list of keywords here i'm going to add a couple columns really quick so as we look down this list of keywords number one relevance so aluminum die casting very relevant to what they do so that's that's a great keyword for them um i've seen this show up quite a bit in here and this is not relevant to them and i'm not sure what this what this php six actually i do think i looked it up one time and it was some sort of a training manual for something or other so this is an example of a non-relevant keyword so clearly i wouldn't want to write a blog article focused on this particular keyword so as we look down this list i'm actually going to expand it and you can go out pretty far i'm just going to expand it to 100 and then the next thing i'm going to do is i'm going to order these by position so now that i've ordered them by position you can see in this far right hand column you can see all the keywords that they rank number one in search results for number two number three etc etc and the reason why there's a point is that this is an average position over a period of time so as i scroll down this list you can see we're were two 100 keywords and they're still at number three in search results so die casting aluminum number three in search results so i'm going to go further now we're at 200 and they're only halfway down the first page of search results recall that there's 10 listings on a page of search results so you can see that we're still at number five at a hundred you can see that we're now at number nine with 300 and so what i'm doing now is i'm getting onto the second page of search results because now we're over the number 10. so as i look down this list now i'm going to look at my impressions column impressions are views and so they're kind of a measure in this context of how many people are googling a given search term so as i compare the number of impressions in this impressions column i can start to pick out keywords that i think are going to be a good are going to be a good choice in terms of volume or search volume and so this one has a thousand so that's that's a pretty good number this one has 3977 the key word is die casting process i'm not a huge fan of that keyword set simply because it doesn't seem to really uh be the type of keyword that somebody was looking for this service would type in so i'm going to ignore that one for now and this is another example this one has 1700 and it's what is die casting once again uh the people that are looking for the service probably already know what die casting is okay so what i'm gonna do is i'm gonna go back down here because i saw one that that doesn't have quite as many as some of those other ones that we've seen but that does have a lot of potential in terms of relevance after sorting through this list for a little bit and finding a keyword that i think is very relevant to what they do and also has a relatively high number of impressions um which tells me once again that that there's quite a few people looking for that keyword the other thing that i notice about this particular keyword aluminum casting factory is that we've got a position of 12.6 so we're actually right off of that first page of search results what i know is is now that the competition for this keyword isn't so stiff that i can't i can't get over that and so i know that we have enough authority with our website probably to get them ranked for that keyword if we have the right content or the right page dedicated to that topic so at this point i'll talk to them and say hey i think we need to um to write a piece of content about this particular keyword we're going to use this keyword set in the seo title and the heading and then write a good well developed page on that topic and at that point there's a very good chance i'll be able to push them onto that first page of search results for that search term and really dramatically increase the number of clicks and impressions that they're receiving as a conclusion seo is one of the most powerful tools that you have in your handbag to generate leads for your business and the fundamentals of seo are on-page seo and off-page seo on-page seo just to review is composed of the keywords that are on your website and the keywords that are used as a keyword focus on the given pages of your website and the most important places to have those keywords are in your seo title your headings and then distributed throughout your content the other side of seo is off page seo and off page seo is composed mostly of backlinks and backlinks are what is the power behind your website or the power and engine behind your content and without the off page seo your great content is not going to rank the other topic we covered is the topic of keyword choice and so how do you choose the keywords that are correct for your page of content and we base those keywords on relevance volume and competition i hope you enjoyed the talk today and i hope you learned something that you can take back to your business and your website and help you generate more leads and i hope that you'll join me for the next part of this series and if you'd like to learn more about this or talk to we create about providing these services for you we'd love to have that conversation you can visit us at wecreate.com and fill out the contact form there and we will get right back to you