seo for beginners a basic search engine optimizati with timestamps YoutubeScribe.com

[0:00] 3.5 billion searches are performed
on Google every single day.
[0:04] Seriously, no matter what you do, people are
looking for your products and services on Google;
[0:09] cell phone repair shop: 1,700 monthly searches.
[0:12] iphone charger: 34,000 monthly searches.
[0:14] best smartphone: 41,000 monthly searches.
[0:18] And these search volumes are
only for US based searches.
[0:21] But here’s the thing:
[0:22] Even though there are billions of searches
every single day, our recent study shows that
[0:26] 91% of content gets no traffic from Google.
[0:30] So how do you join the other 9% of web pages
and start getting free, consistent, and passive
[0:36] traffic from Google?
[0:37] If you’re a beginner to SEO, then you’re
going to want to watch this whole tutorial
[0:41] because I’m going to show you how to 
start attracting customers from the
[0:44] world’s
[0:44] largest
[0:46] search engine.
[0:47] Stay tuned.
[0:47] [Music]
[0:51] What’s up everyone, Sam Oh here with Ahrefs,
the SEO tool that helps you grow your search
[0:56] traffic, research your competitors,
and dominate your niche.
[1:00] This tutorial is called “SEO for beginners”
because even if you haven’t got the slightest
[1:04] clue what SEO is, you’ll have very clear
and easy action items that you can implement
[1:09] into your website right away.
[1:11] So we’ll be covering the most important
things that you should know to ensure that
[1:14] your website is optimized for search.
[1:16] Let’s get started.
[1:17] So what is SEO?
[1:19] SEO stands for search engine optimization.
[1:21] It’s the process of optimizing your website
and webpages to get free organic traffic from
[1:27] search engines like Google.
[1:29] Think of Google like a filing system in a library.
[1:31] The library has billions of books with hundreds
of trillions of pages.
[1:36] So let’s say that you want to find something
on, “global warming.”
[1:39] Then Google would search through these books
and extract pages that contain your keywords
[1:43] or closely related words.
[1:45] But as I’m sure you know, search results
aren't returned in any random order.
[1:49] Google tries to return the most relevant results
first by using sophisticated algorithms.
[1:54] And they're so good at this, that most of
us never have to click through to page 2 of
[1:59] the search results.
[2:00] Nobody knows exactly how these algorithms
work or the exact factors it looks at to rank
[2:04] a webpage, but we do know a lot of the so-called
"Google ranking factors," so we are able to
[2:09] make some optimizations.
[2:11] So your job is going to be two-fold:
[2:13] Number 1, we need to make sure that it's easy
for search engines to understand what your
[2:17] page is about and create that content that
matches what we call, “the searcher’s intent," right?
[2:22] And number 2, we need to show Google and
other search engines that it’s ‘worthy’ of ranking.
[2:26] So throughout this tutorial, let’s say that
I’m a new and budding photographer and I
[2:30] live in Toronto, Canada.
[2:32] I’m starting my new wedding photography
business called “Sam PhOHtography.”
[2:36] Yup, I’m pretty awesome...
[2:38] but I don’t have any friends, so referrals
are out of the question.
[2:42] Alright great.
[2:43] Step 1 is to find relevant keywords that people
are searching for and see how these search
[2:47] queries fit into your business.
[2:50] The easiest way to start finding relevant
keywords is to put yourself in the shoes of
[2:53] a potential customer.
[2:54] So I would think that a bride or groom looking
for some magical wedding photos would search
[2:59] for “wedding photographer in Toronto.”
[3:02] Makes sense, right?
[3:03] So I’ll go to Ahrefs' Keywords Explorer
tool, which is one of our SEO tools that provides
[3:07] rich data on Google searches, and I’ll enter
in that search query here.
[3:11] I’ll also change the country to Canada since
people in other countries, they probably
[3:16] aren’t looking for a Toronto
based photographer as often.
[3:19] Now, I’ll run the search.
[3:20] And you can see that there are only around
60 or so monthly searches for this keyword
[3:24] phrase, which is far from exciting.
[3:27] But looking below, you’ll see that the parent
topic for our query is different.
[3:31] The parent topic determines if you can rank
for your target keyword, so the one that we
[3:34] originally entered here, while targeting a
more general topic on your page instead.
[3:40] In this case, the parent topic is showing
that more people search for, “toronto wedding
[3:43] photographer,” over “wedding photographer in toronto.”
[3:47] Now, if we scroll to the bottom of the page,
you can see the top 10 Google rankings for
[3:51] your target keyword and a bunch of keyword metrics.
[3:54] I’ll just touch on two of them for this video:
[3:56] traffic and keywords.
[3:58] Take a look at these two ranking pages.
[4:00] You can see that they generate well over a
thousand search visitors every single month
[4:05] and next to that, you’ll see that each page
individually ranks for hundreds of keywords.
[4:10] If we click on the number of keyword rankings
here, you can see all of the different keywords
[4:14] and the ranking positions in Google search.
[4:16] This is a good thing to do because you already
know that Google is ranking this single page
[4:21] for all of the keywords, so why wouldn’t
you be able to rank for these keywords and
[4:25] maybe even more?
[4:26] Try and remember this part, because we will
be exploring things like keyword usage multiple
[4:30] times throughout this tutorial.
[4:32] Alright, now that we have a list of keywords,
it’s time to optimize your pages.
[4:36] In the world of search engine optimization,
this is called “on-page SEO.”
[4:40] Since we know the keywords that people are
searching for in Google, it gives us clues
[4:44] on the language we should use to let both
Google and potential customers know what your
[4:49] page is about.
[4:50] For example, knowing that “toronto wedding
photographer” is a more popular search query
[4:54] than “wedding photographer in Toronto”,
that will help us make smarter copywriting
[4:58] decisions.
[4:59] So for your homepage content, you might want
to say, “Hi I’m Sam, a Toronto wedding
[5:04] photographer. Blah, blah, blah, blah, blah,” instead
of “Howdy, I’m Sam and I do wedding photos
[5:09] for couples in Toronto.”
[5:10] But I do need to make two things very clear:
[5:13] First, you don’t have to use your exact
match keyword since Google has gotten pretty
[5:17] smart at understanding what your page is about.
[5:20] And second, it’s very important to note
that you shouldn’t try to trick Google by
[5:24] using keywords where they don’t belong.
[5:27] Your first priority should be to optimize
for people because the last time I checked,
[5:31] robots aren’t going to pay you for your services.
[5:34] Here’s an example of what you shouldn’t do:
[5:36] "I’m a Toronto wedding photographer that
does Toronto wedding photography for your
[5:40] Toronto wedding.”
[5:41] This is known as keyword stuffing and long
story short, it does more harm than good.
[5:46] So key takeaway?
[5:47] Don’t do it.
[5:48] So for on-page SEO, I want to pass on 4 very
basic, but important tips that you can use
[5:53] on every page you optimize.
[5:55] First is to optimize your title
tags and meta descriptions.
[5:58] When you look at the Google’s search results,
you’ll see this part in blue and the text
[6:02] below.
[6:03] The top part is called your title tag and
the other part is the meta description.
[6:07] The purpose of these is to entice someone
to click through to your page.
[6:11] And if people are actually clicking through
to your page, then that’s telling Google
[6:14] that your page is likely relevant to the reason
why they had searched for the query in the
[6:18] first place, right?
[6:19] And you can see that Google actually even
bolds these keywords and similar keywords
[6:24] within the search results making them stand out.
[6:26] With that in mind, I might create a title
like, “Award-Winning Toronto Wedding Photographer,”
[6:31] and then my brand name.
[6:32] But of course, if you’re going to do something
like this, it should be true.
[6:36] Then for the meta description, you can explain
in a couple brief sentences what the page
[6:40] is about.
[6:41] But rather than putting a generic description
that everyone else is doing and calling yourself
[6:45] the best, you can put something like:
[6:47] “Sam Oh was rated the Star’s Best Toronto
Wedding Photographer.
[6:51] He combines creativity with science to capture
life’s happiest day in a million pixels.”
[6:57] Awww...how sweet is that?
[7:00] Now this would make me as a consumer want
to find out who this awesome photographer is.
[7:04] The last part of on-page optimization is the
most important and that’s the actual content
[7:09] on the page.
[7:10] For a typical wedding photography home page,
I might have some images, a short “about
[7:15] us” or “about me” section, possibly
the services that I provide, and some testimonials
[7:20] from happy brides and grooms.
[7:22] Without over complicating things, you’ll
likely want to use your primary keyword phrase
[7:25] in the main headline, often referred to as an H1 tag.
[7:29] And looking at one of the top ranking pages,
you’ll see that they did this right here.
[7:33] An example of what you probably shouldn’t
be doing is something like this:
[7:38] hello there.
[7:39] The H1 or heading tag here says, “hello
there” which doesn’t help anyone understand
[7:44] what the page is about.
[7:45] And remember, your job is to help Google best
identify your page as being relevant to the
[7:51] user’s search query.
[7:52] I’ll go back to the organic keywords report
in Ahrefs to see one of my competitor’s
[7:57] keyword rankings and see if there are any
other ideas that might help Google better
[8:01] understand what my page is about.
[8:03] You can see some other relevant keywords in
here like bridal, photos, and GTA, which stands
[8:08] for the Greater Toronto Area.
[8:10] So as you’re writing the copy for your page,
you might want to keep these in mind and sprinkle
[8:14] them in where it makes sense
and reads naturally to visitors.
[8:17] Alright, so let’s take this Sam PhOHtography
example one step further.
[8:21] Let’s say that my business was growing,
I got a lot more experience under my belt
[8:25] and I found out that I have some mad skills
in areas like landscape, portrait, travel,
[8:31] product photography.
[8:32] So I decided, heck, I’m going to offer those services too!
[8:36] Rather than trying to rank my homepage for
keywords that aren’t exactly related, I
[8:40] could easily create new services pages.
[8:43] So I’d do the same thing by first going
to Ahrefs Keywords Explorer.
[8:46] Then I’d type in something like “toronto
product photographer," and I’ll quickly
[8:51] look at the search volume and see it has 100
or so monthly searches in Canada.
[8:55] Then I’ll take a look at the parent topic
that has around 200 searches.
[8:59] And here’s a quick but super interesting side note.
[9:02] With wedding photographers, people seem to
be searching for “Toronto wedding photographer”
[9:06] the most.
[9:07] While people looking for product photographers
in Toronto are searching for “product photography
[9:12] Toronto.”
[9:13] So this step is vital to ensure you’re targeting
keywords that will provide you with the most
[9:18] exposure for your pages.
[9:20] So for our services page, we would do the
same thing as we did before with the title
[9:24] tag, meta description, and the content on the page.
[9:27] The last thing you should do is to include your
primary keyword phrase in the URL of the page.
[9:32] So for a product photography services page,
your final URL might look like this:
[9:37] If you’re a Wordpress user, you can just
click here and edit it using hyphens to separate
[9:42] spaces.
[9:43] So in this case, I would change it to product-photography-toronto.
[9:47] A really quick hack you can do is to look
at the top 10 rankings and see how they’ve
[9:52] optimized those pages to rank there.
[9:54] So if we look at the Google search results
for, “Toronto product photography,” you
[9:58] can see that some of the pages are keyword
stuffing in the title tags and that the meta
[10:02] descriptions are all kind of cheesy or they're truncated.
[10:05] Clicking through to this result, you can see
that it’s just a classifieds site, similar
[10:08] to Craigslist, so it’s clearly not optimized.
[10:11] Clicking through to this one, you can see
that they included their keyword phrase in
[10:15] the heading and title tags, but then there’s
pretty much no content on the rest of the page.
[10:20] And then clicking through to this one here,
this one seems to be over optimized for their
[10:24] keyword target.
[10:26] And if I do a ‘find’ for the word “photo”
you can see over 110 instances of it on this
[10:31] page, which again, will do more
harm than good in the long run.
[10:35] What you’re seeing here is an opportunity
to overtake these search results.
[10:39] Basically, Google has no choice but to choose
the best options from a bad pool of pages.
[10:45] Alright, so by this point, we’ve optimized
our main pages for our different services,
[10:50] and we've covered the basics of on-page SEO.
[10:52] And if you’ve done this for all of your
key pages, then I can assure you that you
[10:56] are miles ahead of a lot of your competitors.
[10:59] The next part and arguably most important
piece of ranking high on Google is off-page
[11:05] SEO.
[11:06] Off-page SEO often refers to link building.
[11:09] And link building is the process of getting
other websites to link to your web pages.
[11:13] Basically, links act as votes or other people
vouching for your website saying:
[11:18] “hey, these people are really good at what
they do and I trust them enough that I would
[11:22] send my visitors to their website.”
[11:24] It works in a similar way that you would refer
your friend to buy a product from whatever
[11:28] store because you’ve tried it, used it, and loved it.
[11:32] In general, the more quality backlinks you
can get from relevant pages, the higher you’ll
[11:36] rank in Google.
[11:37] Now I’m putting the emphasis here on the
word “quality,” because there are a lot
[11:41] of different types of links you can get from
like forums, directories, and editorial links
[11:46] to name a few.
[11:47] But if you think about it, a place like a
forum where virtually anyone can place a link
[11:52] will likely hold less value than a link from
someone else's blog.
[11:55] But to be clear, other types of links will
still hold some kind of value, but probably
[11:59] not as much as links like editorials would.
[12:02] So if you’re focusing on quality, then you’ll
probably want to prioritize editorial links.
[12:06] And the main way to get links from other people’s
blogs is through something that SEOs often
[12:11] refer to as “outreach.”
[12:14] And outreach is exactly the way it sounds.
[12:15] You’re contacting people and asking them for a link.
[12:18] But you can’t just email someone and be like, “yo!
[12:21] I need a link.
[12:21] Hook it up.”
[12:22] It doesn't work that way.
[12:23] There are a three things that you need in
order to make your outreach campaigns more
[12:27] successful.
[12:28] 1. You need people who are actually 
interested in the stuff that you do.
[12:33] 2. You need a good reason to contact them.
[12:36] 3. You need a pitch that somehow benefits them.
[12:38] Let’s go through a few examples, shall we?
[12:40] First we need to identify people who are interested
in what you are doing.
[12:44] The most commonsensical one in the context
of link building are websites that have already
[12:49] linked to your competitors.
[12:51] You can find these pages by going to Ahrefs'
Site Explorer and entering in a domain or URL.
[12:56] So I’ll enter in mangostudios.com, who also
does wedding photography in Toronto.
[13:02] I’ll also narrow our search down to pages
that are linking just to their home page.
[13:07] From here, I can click on the backlinks option
in the left column.
[13:10] And here, I’ll use this filter to narrow
down the backlinks to only links within content,
[13:15] since I mentioned that I want to get some
editorial links.
[13:18] On the left side, you can see the websites
that linked to the target URL or domain and
[13:23] on the right side, you can see which page
they linked to and the context of the backlink.
[13:28] Next, let’s click through to this one on
"Jaw-Dropping Gorgeous Wedding Flower Ideas."
[13:33] You can see that there are a bunch of pictures
of flowers.
[13:36] And hey!
[13:37] I actually have a great one that’s way better
than all of these.
[13:40] So let’s check that off on our checklist
for successful outreach.
[13:43] We now have a prospect.
[13:45] So I can contact the author, Nicole, and let
her know about one of my pictures that was
[13:49] published in some kind of wedding magazine,
because it’s that awesome.
[13:53] So this now fulfills checkbox #2.
[13:56] We have a good reason to contact her because
we have something relevant to her piece.
[14:00] And of course, I’d be giving her rights
to publish my photo, which also checks off
[14:04] #3.
[14:06] As a side note, it doesn’t mean that she’ll
publish my photo or give me a link.
[14:09] As a general rule of thumb, the better the
‘excuse’ you can come up with to contact
[14:14] the author, the better your chance will be
to get the link.
[14:17] Another good reason to contact someone is
to offer a guest post.
[14:21] Blog owners are always on the hunt for new
content and since your site is new, you’ll
[14:25] be getting in front of someone else’s audience
in exchange for some of your time and content
[14:30] where you could easily use some watermarked
photos that you’ve taken.
[14:34] With guest posts, your reason to contact them
is pretty reasonable and you’ll be providing
[14:37] value, which is free content (that should
be good), that benefits them and/or their
[14:42] website.
[14:43] The next outreach prospect you can find are
businesses in a lateral non-competing niche.
[14:49] So as a wedding photographer, you might want
to contact other local flower shops, reception
[14:52] halls and wedding planners.
[14:55] If you look at the “jaw dropping flowers”
article, you can see that there are two people
[14:58] mentioned in the article.
[15:00] There’s Mango Studios, which is the site
that we’re analyzing, as well as an event
[15:04] and design planning company.
[15:06] You can contact these people
to form meaningful relationships.
[15:09] Just think about it for a second.
[15:10] Your businesses go hand-in-hand and you can
pass on referrals to each other, you can link
[15:14] back to each other as a ‘preferred vendor’
or link to others’ content in guest
[15:18] posts where it's relevant.
[15:20] And this isn’t limited to just local businesses.
[15:23] This applies to everyone.
[15:24] So, find some solid partners who are on that
same journey as you in a lateral niche and
[15:29] help each other out.
[15:30] Now with link building, there are numerous
tactics and strategies, so if you want to
[15:34] expand your knowledge in this sphere, then
I highly recommend watching our series on
[15:38] link building where you’ll get a full scope
of how to do this effectively.
[15:43] Alright!
[15:43] We are on to the last SEO tip that I see a
lot of beginner’s avoiding.
[15:48] Now, if you have something to sell, setting
up your homepage and product/services pages
[15:53] is probably the first thing that you’ll do or
did and for good reason.
[15:57] These are the pages that will directly generate
leads and revenue for your business.
[16:01] But here’s the final tip: start blogging.
[16:03] Now, I’m not telling you to write about
how you changed your storefront sign from
[16:07] red to green.
[16:09] By blogging, I’m referring to providing
practical content that can and will help your
[16:14] prospective customers solve problems.
[16:17] In Dr. Jonah Berger’s book, Contagious:
"Why Things Catch On," he shares his research
[16:22] on why content gains popularity and even goes viral.
[16:26] Content that provides “practical value”
was one of the key factors to success.
[16:31] People don’t just share funny
cat videos or emotional stories.
[16:34] They share things that help others.
[16:37] And the same goes for gaining links.
[16:39] People are more likely to link to your content
if it’s helpful, actionable, and solves
[16:44] a problem.
[16:45] Look at what we do for the Ahrefs blog.
[16:47] We have numerous SEO tools, but we tackle
different big topics like keyword research
[16:52] and link building.
[16:53] And even if you don’t use our tools, you can gain
a ton of value through these monstrous posts.
[16:58] But you’ll see that we include shortcuts
or hacks where our tool can make doing SEO
[17:03] a whole lot easier.
[17:05] To further prove my point, if you look at
the “top pages” report inside Site Explorer,
[17:09] you’ll see that the pages that generate
the most search traffic for us, mostly come
[17:14] from our blog articles.
[17:15] Blogging lets you reach large audiences.
[17:18] For example, we saw that
Toronto wedding photographer
[17:20] had around 900 monthly searches in Canada.
[17:23] Let’s look up something like “wedding
venues Toronto” in Keywords Explorer.
[17:27] You can see that it has around 1,400 monthly
searches in Canada.
[17:30] If you’ve been in the wedding photography
business long enough, then you’ve probably
[17:34] done shoots at numerous venues.
[17:36] So you could create a post with
helpful and practical value.
[17:40] For example, I might create an article of
some of the best venues that I had taken photos
[17:44] at and display pieces from
my portfolio within the blog post.
[17:48] I would also detail pros and cons of each
place, pricing information, location details,
[17:52] items on their catering menu, or anything
else that would be genuinely helpful to a
[17:57] person visiting this page.
[17:58] And if you think about it, people usually
book the venue before the photographer.
[18:03] So there’s a solid chance that after people
see some of your stunning watermarked photos,
[18:07] they might look through your portfolio, and
contact you for a quote that can generate
[18:11] more customers for you.
[18:13] And if you think about it, they may have never
discovered you through a different means because
[18:17] they didn’t type in a keyword phrase like
“Toronto wedding photographer," or their
[18:21] friends didn't refer you to them.
[18:23] When you’re thinking of these ideas, put
yourself in the searcher’s shoes.
[18:26] What would they be looking for and what would
help them solve the query?
[18:29] Now, when you’re picking topics, try and
stick with ones that provide value to your business.
[18:34] So as a photographer, I would want to almost
always showcase my work because I would be
[18:39] judged by my portfolio.
[18:40] As a software company, we showcase how our
tools can help in people’s SEO process because
[18:45] people will buy our tools if they see how
it benefits them.
[18:49] As a coffee roastery, you might show them
how to make the perfect cup of coffee or an
[18:54] article on how to roast beans.
[18:56] I cannot emphasize enough, how much a blog
can help you boost your SEO efforts.
[19:01] It’s a great way to get ahead of your competitors
who have been in the game for longer than
[19:05] you, but they've been targeting only these
‘obvious’ keywords.
[19:09] From here, you can just rinse and repeat the
keyword research process, the on-page optimization
[19:13] tips, and continually build links to your
content and articles and start climbing the
[19:17] Google search rankings.
[19:19] We have a ton of really helpful videos where
we expand on these topics, so I’ll leave
[19:23] links to those in the description.
[19:25] Make sure to subscribe for more actionable
SEO and marketing tutorials and if you have
[19:29] any questions, feel free to leave a comment
and I would be happy to jump in and help out.
[19:34] Sam PhOHtography, signing out.

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