top 10 on page seo techniques backed by data with timestamps YoutubeScribe.com

[0:00] Have you ever wondered if the on-page SEO tips that
[0:02] experts are recommending actually work?
[0:04] I mean, does using your target keyword in
your URL really have an impact on SEO?
[0:09] Does site speed really play a factor in rankings?
[0:12] In this video, I’m going to break down the
top on-page SEO techniques that you can use
[0:16] to get higher rankings in Google,
backed by hard cold data.
[0:22] Stay tuned.
[0:22] [Music]
[0:27] What’s up SEOs?
[0:28] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic, research
[0:32] your competitors and dominate your niche.
[0:34] We have a lot of solid on page SEO techniques
to cover so let’s get this party started
[0:39] with our top 10 tips.
[0:41] Number 10, use short URLs for your pages.
[0:44] Here’s a short URL.
[0:46] And here's a long one.
[0:47] So true or false?
[0:48] Do short URLs rank better in Google?
[0:52] Our study on on-page SEO factors shows that
on average, short URLs with a median of around
[0:57] 17 or so characters ranked visibly better than long ones.
[1:01] If you’re a Wordpress user, then all you
need to do is click in the URL box here, and
[1:06] enter in your short URL.
[1:07] But does this mean that you should go and
change all of your long URLs to short ones?
[1:11] I wouldn’t say so.
[1:13] Even though there’s a small correlation,
I don’t think it’s a significant enough
[1:16] ranking factor to change your existing ranking pages.
[1:20] Number 9, use your primary keyword in your URL.
[1:24] If I were writing an article about SEO tips,
then my final URL with my keyword target would
[1:29] look like this.
[1:30] So does this actually help you rank high in Google?
[1:33] The answer according to our study is...
[1:36] False.
[1:37] Interestingly, out of all keyword-related
on page SEO factors that we studied, this
[1:42] was the only one that showed a negative correlation.
[1:45] In fact, John Mueller from Google
went on the record and said:
[1:48] "I believe that is a very small ranking factor.
[1:50] So it is not something I’d really try to force.
[1:52] And it is not something I’d say is even
worth your effort to restructure your site
[1:56] just so you can get keywords in your URL."
[1:58] But do I recommend using it?
[2:00] Absolutely.
[2:01] Two reasons:
[2:02] When your link gets shared, people can easily
identify what the page is about without even
[2:06] clicking through to the page.
[2:08] This should increase referral traffic compared
to having links that look like this.
[2:12] Or this.
[2:14] And second, the exact match keyword that you
want to rank for will be included in the anchor
[2:19] text of every naked URL backlink that you get.
[2:22] And we did a study on anchor texts, which
shows that top ranking pages tend to have
[2:27] a larger percentage of exact match anchor
text links in their backlink profile.
[2:31] So take 10 seconds to customize
your URLs and reap the benefits.
[2:36] Number 8, use your keyword
in the headline, so the H1 tag.
[2:40] In our study, we found that around 85% of
pages that rank in the top 10 of Google, don't
[2:45] have their keyword in their H1 tags.
[2:47] But there was still a small correlation, so
I still recommend using various keywords in
[2:51] your headings and even subheadings.
[2:53] And the main reason for this
is more user experience based.
[2:56] A study from Neilsen Norman Group found that
on average, a user will read, at most, 28%
[3:01] of the words on a page.
[3:03] But then they said that 20% is more realistic.
[3:06] Here’s the thing:
[3:07] Scanning text is an extremely
common behavior for users.
[3:11] You probably look at a page, scroll for a
bit, and if something pops out to you, you
[3:14] read that section.
[3:15] And if you think that section
was awesome, then you think:
[3:18] oh shoot, did I miss out on anything else?
[3:20] So you scroll back up and then you read the post.
[3:23] Using trigger-like keyword phrases in headings
and sub-headings may be enough to pique a
[3:28] user’s interest and have them
stick around a little bit longer.
[3:31] Number 7, add external links to authoritative websites.
[3:35] Again, John Mueller said that adding external
links to other sites is not a ranking factor
[3:41] in Google’s algorithm.
[3:42] But Reboot Online’s study disagrees.
[3:44] They ran a fun little experiment on these
two completely made up words, which I won’t
[3:49] even attempt to pronounce.
[3:50] They set up 10 different websites, 5 that
linked to authoritative sources like Oxford,
[3:55] Cambridge, and genome.gov.
[3:57] And then the other 5, they had no external links at all.
[4:00] And the results were clear:
[4:01] the sites that contained external links, ranked
higher than the ones that didn’t for both keywords.
[4:07] And in our own study, we found a small positive
correlation of pages that link to Domain Rating
[4:12] 70+ sites ranked in the top 10 of Google.
[4:15] So here’s an easy takeaway.
[4:17] Don’t be afraid to link out to other resources
that will enhance the experience for your readers.
[4:21] For example, if you’re writing a blog post
on the best golf gear and you found a great
[4:26] comparison of golf balls, then link out to them.
[4:29] But don’t just do it for the sake of it.
[4:31] Number 6, add internal links
to pages that you want to rank.
[4:35] Internal links are links that go from one
page on a domain to a different page on the
[4:39] same website.
[4:40] And these have been proven time
and time again to help with rankings.
[4:44] So a quick tip is to look at your pages that
are currently ranking on page 2 of Google,
[4:49] add some internal links to relevant pages
that you want to rank, and hopefully it’ll
[4:53] be enough to give your pages a small boost in rankings.
[4:57] You can find pages that rank on page 2 by
going to Google Search Console, click on search
[5:01] traffic, and then search analytics.
[5:04] Then make sure you check these boxes up here,
and then sort the positions in descending order.
[5:10] You can quickly scan through the impressions
column and try to spot bigger numbers, which
[5:14] suggests that there’s a higher search volume.
[5:16] But these are average positions,
which isn’t very accurate.
[5:20] You can do this more effectively
using Ahrefs’ Site Explorer tool.
[5:23] Just type in your domain or a subfolder.
[5:25] So I’ll use ahrefs.com/blog/ and run the search.
[5:29] Next, go to the Organic Keywords report.
[5:32] Here, you can see all of the
keywords that our blog ranks for.
[5:36] So I’ll narrow down our results by setting
the positions filter to only show keywords
[5:40] that rank in positions 11 to 15.
[5:43] And you can see that our post on SEO tools
ranks in position 11 with 16,000 monthly searches.
[5:49] If I click on this icon here, you can see
that we’ve been hanging around the top of
[5:53] page 2 and bottom of page 1 for this 
keyword for a little while now.
[5:57] So this would make a great target
to point some internal links to.
[6:00] Now we need to find pages
where we can add these links.
[6:03] You can do this by going to Google
and type in a search query like:
[6:07] site:ahrefs.com/blog/, and I’ll add “SEO
tools” in quotes for a phrase match search.
[6:14] And you can see that there are a good number
of pages where we can add internal links from.
[6:18] Clicking through to this page, and then doing
a find for the phrase “SEO tools,” you
[6:23] can see that this would be a great place to add the link.
[6:26] Number 5, re-optimize titles on under 
performing page one rankings.
[6:30] I’ll level with you:
[6:31] even if you have the perfect title and meta
description combination, it won’t really
[6:36] matter much unless you’re on the first page of Google.
[6:39] Why?
[6:40] Because as the saying goes:
[6:41] “The best place to hide a dead body is on
page 2 of Google’s search results.”
[6:46] First, you need to identify the pages that
are ranking on page one.
[6:49] Again, you can do this in Google Search Console
and look through the different positions versus
[6:54] click-through rates.
[6:55] And as a very general benchmark, the #1 ranking
spot sees an average CTR of 33%, #2 gets 15%
[7:02] and #3 gets around 10%.
[7:04] If you see anything below that, make a note
of it and start playing around with your titles
[7:08] and meta descriptions.
[7:10] Here are a couple ways to get
some great ideas for new titles.
[7:13] Let’s say that I’m creating an epic post
on hotels in San Francisco.
[7:17] Looking at the organic Google search results,
you can see that they appear to be mostly
[7:20] list posts of the top or best ones.
[7:23] And two of them actually include prices in the title.
[7:26] This can tell you a lot about the
intent behind a searcher’s query.
[7:29] So you might want to create yours in a similar way.
[7:32] Next, look at the ads.
[7:33] Since a lot of the big players are constantly
experimenting with ad copy, you can bet that
[7:38] for high CPC terms like this, you’ll find
some solid title and description ideas that
[7:43] can boost your CTR.
[7:45] There’s an awesome data-driven
way you can do this too.
[7:48] I’ll click through to this ad.
[7:49] Next, I’ll copy the URL without the parameters.
[7:53] Then I’ll go to Ahrefs' Site Explorer tool
and paste the URL here and run the search.
[7:59] After the page loads, click on “ads” under
the paid search category.
[8:03] And right away, you can see all of the different
ad variations and see which ones have been
[8:07] attracting the most clicks for them.
[8:10] If you’re still stuck, borrow some ideas
from viral sites like Upworthy or Buzzfeed.
[8:15] For example, if I do a google search for site:buzzfeed.com "San Francisco" hotels,
[8:20] you’ll see a few cool ideas that
you can work into your title tag.
[8:24] Number 4, create in-depth articles.
[8:27] People have been raving about “long-form
content" for quite some time.
[8:31] In fact, our study showed that content length
had the second best correlation across all
[8:36] on-page SEO factors that we studied.
[8:39] But how long is “long-form?”
[8:41] 1,500?
[8:42] 2,000?
[8:43] 5,000 words?
[8:45] We found the median value for a #1 ranking
result to have 800 words, which I don’t
[8:50] think quite fits into the category of “long-form."
[8:54] So instead of focusing on word count,
[8:56] focus on coverage.
[8:58] For example, if you're writing a piece on
making the perfect cup of coffee, you can't
[9:02] just say, say: "grab a Kcup, put it in the
machine and wait."
[9:05] If you truly want to deliver on making the
perfect cup of coffee, you'd want to talk
[9:08] about beans, water temperature, brewing methods
like French press, drip, or using an Aeropress.
[9:14] An easy way to find related subtopics is to
Google the keyword phrase you want to rank
[9:19] for and skim through the sub-headings 
from the top ranking pages.
[9:23] Clicking through to this one, you’ll see
that they covered a few different methods
[9:26] like pour overs, French Press and Aeropress.
[9:29] And on top of that, they included a helpful
bullet point list for each method with preferred
[9:35] types of beans, brewing time, and
flavor profiles you should look for.
[9:39] To expand your coverage, you can copy the
URL and paste it into Ahrefs' Site Explorer.
[9:44] Next, click on the Organic
Keywords report in the sidebar.
[9:48] And on this page, you can see all of the 
keywords that this page ranks for in Google.
[9:52] So bottom line?
[9:54] Forget word count and focus on covering the
topics and sub topics that will serve the
[9:59] searcher’s intent.
[10:00] Number 3, use modifiers in your titles.
[10:03] Modifiers are add-on words to a base keyword.
[10:06] My favorites are best, top, buy, and the current year.
[10:10] For example, someone might search for “golf clubs.”
[10:12] But they might also search for “best golf
clubs” or even “best golf clubs 2018.”
[10:18] A super cool way to find modifier keywords
that actually have search volume is to type
[10:23] in a seed keyword in Keywords Explorer.
[10:25] Next, go to the phrase match report in the sidebar.
[10:28] And you can see that there are well over 2
million keywords with the keyword golf in it.
[10:33] Next, click on the include search box and
type in a modifier keyword like best.
[10:38] And you can see that there are some great
keyword ideas where you can add modifiers
[10:42] to your title.
[10:43] Best of all, for the golf niche, the keyword
difficulty scores are extremely low on these,
[10:48] which makes them potentially great 
keyword targets that you can go after.
[10:53] Number 2, don’t have slow loading pages.
[10:55] In 2010, Google announced a new signal in
their search ranking algorithms: page speed.
[11:01] And as of this month, July 2018, page speed
will become a ranking factor for mobile searches.
[11:08] But according to the results of our research,
the correlation of this on page factor with
[11:12] higher positions in Google is very small.
[11:15] So should you even bother optimizing for page speed?
[11:18] Absolutely!
[11:19] This deals more with user experience and
it will affect your bottom line: revenue.
[11:24] Google performed a study on 11 million mobile
ads and found that as page load time goes
[11:29] from 1 to 3 seconds, the probability
of bounce increases 32%.
[11:35] And as the load time increases,
so does the probability of bounce.
[11:39] Here are a few tips you can use to speed up your site.
[11:42] First, go to Google Pagespeed Insights and
enter in the URL that you want to analyze.
[11:47] You can toggle between your mobile
and desktop page speeds here.
[11:51] Then scroll down a bit to see
the optimization suggestions.
[11:54] Often, you’ll see that slower page speeds
are attributed to files like images, scripts,
[11:58] and style sheets.
[11:59] You can click here to download optimized versions
of these and make the appropriate replacements
[12:04] on your page.
[12:05] Next tip, use a content delivery network (or a CDN).
[12:09] For example, if your hosting server is located
in New York, but your visitor is in Australia,
[12:13] it can take quite a bit of time for
the transfer of data to complete.
[12:17] CDNs minimize the distance between where the
visitor is browsing from and where your website
[12:22] server is hosted.
[12:24] The next tip is to use an image compressor.
[12:26] Images in their raw form, they can be quite large.
[12:29] So you can use a tool like Shortpixel to 
optimize your images for the web.
[12:33] I’ll just drag and drop a picture of this
handsome fella here and soon after, you can
[12:37] see that it compresses the image by quite a lot.
[12:41] Final page speed tip is to cache, cache, cache!
[12:44] If you’re a Wordpress user, you can use
plugins like W3 Total Cache and get a solid
[12:49] configuration without a technical bone in your body.
[12:52] And finally, we're on to number one!
[12:54] Are you ready for this?
[12:56] Improve your UX by enhancing your UI.
[12:59] This last tip almost summarizes all of the
on page SEO factors into one.
[13:04] So Google’s job is to provide the best results
to their users for any given search query.
[13:09] And in order to help Google achieve that,
you need to foster that user experience for
[13:14] their visitors.
[13:15] Aside from the content itself, the user interface,
or the way the page looks, can have a significant
[13:20] impact on how people interact with your site.
[13:24] First is to improve visual readability.
[13:26] If you look at these two pages side-by-side, 
which one is easier to read?
[13:30] Obviously the first one.
[13:32] Let me break this down for this article which
is about how to write a resume.
[13:35] They use a readable font-size, they write
in short sentences and short paragraphs, they
[13:41] have standout images like this one that instantly
connects with the someone wanting to learn
[13:46] how to write a resume.
[13:47] They have nice little breaks for checklists
and pro tips making it hyper-scannable.
[13:53] And they provide some solid visual examples
of what a resume should look like.
[13:58] Some other tips to improve user experience
through your user interface is to include
[14:02] a table of contents for long posts like this.
[14:06] And you can even make it scroll down with
the user so it’s easy for them to jump to
[14:09] different sections.
[14:10] And the final one that I think will gain popularity
over time is to include interactive features
[14:16] within your blog posts.
[14:18] You can do this in simple ways by sharing
a slide deck, videos, surveys, polls, and
[14:22] in more complex ways like interactive tools.
[14:26] You can obsess over low-hanging optimizations
like keywords in titles, but you need to know
[14:30] that there is power in cumulative value.
[14:32] Now, while our data supports a lot of these
on page SEO factors, there is very little
[14:37] correlation in most of our findings on an individual level.
[14:41] But as you implement all of the different
optimizations together, you should start seeing
[14:45] more results.
[14:46] Most importantly, always focus on fulfilling
the searcher’s intent the best you can and
[14:51] you’ll be on your way to perfecting your on-page SEO.
[14:54] If you enjoyed this video, like, share and
make sure to subscribe for more actionable
[14:58] SEO and marketing tutorials.
[15:00] So keep grinding away, get results, and I’ll
see you in the next tutorial.

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