on page seo pt 2 how to optimize a page for a keyw with timestamps YoutubeScribe.com

[0:00] Hey, it's Sam Oh and welcome to the second
lesson in the on-page SEO module.
[0:04] Today, I'm going to show you how to create
a page that's optimized for search.
[0:08] Let's get started.
[0:10] So as I showed you in the last lesson, on
average, the top ranking page ranks for
[0:13] nearly 1,000 keywords.
[0:16] For example, Healthline's page is clearly
targeting the query, "how to lose weight fast."
[0:21] And sure enough, they're ranking
in the top spot.
[0:24] Now, the traffic to this page doesn't
come from just their target keyword.
[0:28] It comes from the combined effect of
ranking for thousands of queries.
[0:33] And when we sum up the traffic from all
keywords, it makes up well over 100,000
[0:37] monthly search visits just from the US.
[0:41] In fact, if we look at the page's keyword
rankings, you'll see that the target query
[0:45] "how to lose weight fast" only sends
them a small percentage of the total
[0:50] monthly search traffic.
[0:52] Now, in order to rank for a ton of keywords and
get a ton of search traffic you need two things.
[0:57] The first is a page that's optimized to rank.
[1:00] And the second are backlinks.
[1:02] In this lesson, we'll cover how to create
an optimized page and we'll tackle links
[1:06] in the next module.
[1:07] Okay, so with on-page SEO, there are
two main things we need to cover.
[1:11] The first is arguably the most important
and that's to ensure your page satisfies
[1:16] searcher intent.
[1:18] We've already covered the 3 C's of search
intent which again will give you very basic
[1:22] guidance on the type of content to create,
the format to use, and the angle to go with.
[1:27] But the actual content itself is what'll leave
your visitors satisfied or dissatisfied.
[1:34] So you might be wondering what exactly do
I write about in order to satisfy searchers?
[1:40] The short answer is to learn from your competitors.
[1:43] The top-ranking pages are ranking
at the top for a reason.
[1:46] Google and other search engines deem
them as the best candidates to satisfy
[1:51] a searcher's query.
[1:52] So they're clearly doing something right, at
least from the perspective of a search engine.
[1:57] Now, while the content will vary from topic
to topic, the way you research your competitors'
[2:01] content will be more or less the same.
[2:04] Let's go through an example.
[2:05] So let's say that we want to create content
that targets the query "best golf club sets."
[2:11] To start, I'll go to Ahrefs' Keywords
Explorer and search for the query.
[2:15] Then, I'll scroll down to the SERP overview
to see the top-ranking pages.
[2:19] Now, if you don't have an Ahrefs account,
you can use our free SERP checker tool to
[2:23] do everything I'm about to do.
[2:25] Alright, so looking at the SERP, we want to pick
out the top 3 or so relevant ranking results.
[2:31] And by relevant, I'm talking about pages that
match the dominant search intent based on
[2:36] the 3 C's we've discussed so many times now.
[2:39] So in this case, the majority of pages are blog
posts in the listicle format with freshness as
[2:45] the content angle.
[2:47] So that means, we wouldn't look at pages
from Amazon or Golf Galaxy because these
[2:51] pages are clearly ecommerce category pages,
and are therefore outliers to the dominant
[2:56] search intent.
[2:57] We'll also exclude the pages from Golf Digest
and Business Insider, since it doesn't look like
[3:02] they're intentionally targeting our query.
[3:05] So I'll open up these three pages in new tabs.
[3:08] And what we're going to look for are similarities
in their content - specifically in the subtopics.
[3:14] And we'll also look to deepen our understanding
of content format and content angle.
[3:19] Looking at the first page, you'll see that
they've created a list of categories for
[3:23] the best golf club sets.
[3:25] So there's best selling, best game
improving irons, and so on.
[3:30] Looking further down, they have a subheading
which is the make and model of the golf club
[3:34] set followed by a brief review of the clubs.
[3:38] The next page also has a summary based
on more broad categories like best value,
[3:43] premium pick, and best choice.
[3:46] And based on the table of contents, you'll
see that they followed a similar structure
[3:50] where the make and model of the clubs
are used as subheadings.
[3:53] They also add a brief description of the clubs,
as well as some skimmable bullet points.
[3:59] And the final page does pretty much
the same thing.
[4:01] They use subheadings as the make and
model followed by a short review.
[4:06] Now, unless you're a golfer, you may not have
caught this minor, but perhaps important detail.
[4:12] All of the pages talk about sets that
would appeal more to beginners.
[4:16] For example, they all talk about
Callaway's Strata set.
[4:20] And they all include sets from Wilson Staff.
[4:23] In my opinion, these wouldn't appeal to
an intermediate or advanced level golfer.
[4:28] Alright, so at this point, we know that we
should create a listicle blog post with
[4:32] freshness as the angle.
[4:34] We also know that the content should
likely be targeted at beginners.
[4:37] A couple common sets that were mentioned
in all posts were the Callaway Stratas as well
[4:42] as a set from Wilson Staff.
[4:44] Now, it's important to note that you don't
have to include these in your post, but it's
[4:49] simply an observation I had made.
[4:51] We also saw that the top 2 out of 3 pages
had top picks for categories like "best game
[4:57] improvement clubs" as well as
"best clubs for the money."
[5:00] Finally, we know that the subheadings
should be the name of the club set.
[5:04] Another thing I recommend before you start
writing is to do a content gap analysis at
[5:09] the page level.
[5:11] A content gap analysis at the page level will
show you common keywords that the top pages
[5:15] are ranking for where your page isn't.
[5:19] But since we don't have a page, we can still
find common keyword rankings amongst
[5:24] a few top-ranking pages using Ahrefs'
Content Gap tool.
[5:28] To get started, go to Ahrefs' Site Explorer
and paste in any one of the URLs.
[5:33] Next, head on over to the Content Gap tool.
[5:37] Now, I'm going to take the three URLs we
analyzed and put them all in the top section
[5:42] of this tool.
[5:43] So what this is saying is show us keywords
that any of these targets rank for where at
[5:49] least one of them ranks in the top 10.
[5:53] Now, if I run the search, you'll be able to
see the keywords that these pages rank
[5:56] for and the position that they're ranking in.
[5:59] As a general rule of thumb, the more URLs
that rank high for the keywords, the more
[6:04] relevant it'll be to your content.
[6:06] So to narrow our search down a bit, I'll click
on the "intersections" dropdown and select
[6:11] both 2 and 3 intersections.
[6:13] Meaning, only show me keywords where at
least 2 of our targets are ranking in Google
[6:19] and at least one of those targets is
ranking in the top 10.
[6:23] From here, just skim through the list and
look for interesting subtopics that might
[6:27] be worth adding to your post.
[6:30] In addition, you may be able to learn some
interesting things about the audience as well
[6:34] as the language they use.
[6:36] So as you can see, people who search for this
query are mostly looking for men's clubs.
[6:41] People want to know the best clubs
for the money.
[6:44] They want to see cheaper options.
[6:46] And others are looking specifically
for a set of irons.
[6:50] These are all things you should consider
as you craft your content.
[6:54] Alright, so armed with this information, you
should be able to create a great post with
[6:58] the searcher in mind.
[6:59] And while the content is the most important
part, there are also a few more "technical"
[7:04] on-page optimizations you should do.
[7:07] Let's go through a few of the most
important ones.
[7:10] First is to include your target keyword
in your title when it makes sense.
[7:15] Adding your target keyword to your
title should come naturally.
[7:18] For example, our title for this post is "45
Best Free SEO Tools (Tried and Tested)."
[7:25] And "free seo tools" is our target keyword.
[7:28] Now, there'll be times when it makes
more sense to use a close variant of
[7:32] your target keyword.
[7:34] For example, this post is targeting the query
"how to get youtube subscribers."
[7:39] But our title is "9 Ways to Get More
YouTube Subscribers" because we
[7:44] went for the listicle angle.
[7:46] The next thing you can do is to use
a short and descriptive URL slug.
[7:50] Short and descriptive URLs help people
immediately understand what the page
[7:55] is about before even visiting them.
[7:58] Just look at these two URLs.
[8:00] They're on the exact same topic, but one
is much more descriptive than the other.
[8:05] This part of the URL is called the slug.
[8:08] And the easiest way to choose your slug is
to use your target keyword where spaces will
[8:12] be replaced with hyphens.
[8:14] Again, you should only do this when it
makes sense, so you don't need to worry
[8:18] about forcing it.
[8:19] Now, if you're wondering if you should use
sub folders to describe categories, that's
[8:23] entirely up to you.
[8:25] Alright, next is the meta description.
[8:28] The meta description is HTML code that's
meant to briefly summarize your page.
[8:33] And search engines often use this
text right within the SERP.
[8:36] To my best knowledge, meta descriptions aren't
used as a ranking signal, but they can influence
[8:42] click-through rates.
[8:43] And for that reason, I think it's important
to add to your pages.
[8:47] Now, it's important to note that according
to our study of 192,000 pages, we found
[8:52] that Google rewrote meta descriptions
nearly 63% of the time.
[8:57] So I wouldn't spend a ton of time on
them, but you should still include them.
[9:02] Alright, next up is to add internal links
to and from your pages.
[9:06] Internal links are links from one page
on the same domain to another.
[9:11] And they're super-powerful because they can
pass link authority to other relevant pages
[9:16] and they also help search engines better
understand a page's contents.
[9:20] For example, if I had a site in the careers
niche, and I was writing a post about how
[9:25] to write a cover letter, then I'd definitely want
to add internal links from other relevant pages
[9:31] like one on how to write a resume.
[9:33] More importantly, visitors who want to learn
how to write a resume would probably want
[9:39] to know how to write a cover letter
and vice versa.
[9:42] To find opportunities, you can go to Google
and search for site:yourdomain.com and then
[9:49] add the topic you're writing about.
[9:51] Then visit relevant pages and see if there's
an opportunity to add an internal link to
[9:56] your new post.
[9:58] Alternatively, you can use Ahrefs' Site
Audit tool completely free.
[10:02] Just sign up for an Ahrefs Webmaster Tools
account, verify your site and then run a crawl.
[10:08] Then you can head over to Link Explorer
to find internal linking opportunities.
[10:13] We have a short but helpful video on how to
do this on Ahrefs' Product Updates YouTube
[10:17] channel, so I'll link that video up
in the description.
[10:21] Alright, next up is to optimize your images.
[10:23] In the last 28 days, we've had over 4,000
visits to our blog from Google image search.
[10:29] While that pales in comparison to our 500,000
monthly organic blog visits, it's still 4,000 visits.
[10:37] Now, optimizing your images for SEO is 3-fold.
[10:41] #1. Name your image files appropriately.
[10:45] For example, this is a picture of a puppy.
[10:47] If you took the photo yourself, then chances
are, your smartphone or camera named it
[10:52] something like IMG_ and then a million numbers.
[10:57] Instead, change the filename to
something like "puppy."
[11:01] Not exactly rocket science, but according
to Google, filenames can give Google clues
[11:06] about the subject matter of the image.
[11:09] #2. Use descriptive alt text.
[11:12] Alt text, short for "alternative text" is an
HTML attribute that goes in your image tag.
[11:19] So the syntax would look something like this,
where the alt value should describe the image.
[11:24] Alt text helps improve accessibility for those
who are using screen readers or if the image
[11:29] fails to load, visitors will be shown
the alt text instead.
[11:33] Now, Google recommends "creating useful,
information-rich content that uses keywords
[11:38] appropriately and is in context of
the content of the page."
[11:42] Yes, Google explicitly says to use keywords,
but they also say to avoid stuffing keywords
[11:49] as it results in a negative user experience
and may cause your site to be seen as spam.
[11:54] Meaning, don't do something like this.
[11:57] Now, looking back at the syntax, our
alt text isn't exactly descriptive.
[12:01] So let's change that to something like
"puppy sitting on a couch."
[12:05] If you use WordPress, just add your alt text
here when inserting your images and the CMS
[12:10] should do the rest.
[12:12] Alright, the third thing you'll want to
do is compress your images.
[12:15] Compressing images makes your image file
sizes smaller, leading to faster load times.
[12:20] And PageSpeed is a Google ranking signal.
[12:24] There's a free tool for compressing images
called "ShortPixel" which has both a web
[12:27] interface as well as a WordPress plugin.
[12:30] And the last thing I highly recommend
is to optimize for readability.
[12:34] Here are 5 simple but effective tips
you can use to improve readability.
[12:39] #1. Write in short sentences and short
paragraphs because no one wants to
[12:44] land on a page with a huge wall of text.
[12:47] #2. Use descriptive subheadings so people
who are skimming the article can easily find
[12:53] the things that are important to them.
[12:55] #3. Use a large enough font that's easily
readable on both desktop and mobile.
[13:01] #4. Avoid using big words.
[13:03] It's more important that people
understand your content.
[13:06] And #5. Write as you speak.
[13:09] Your content will be more conversational
and entertaining to read.
[13:13] A free tool I recommend using is called
Hemingway app.
[13:16] It'll give you some writing tips as
well as a readability grade.
[13:20] I'd recommend trying to keep things at
or below a sixth-grade level.
[13:24] Now, there are other on-page optimizations
you can do like adding open graph meta tags
[13:29] or OG tags for short.
[13:31] These will allow you to customize the titles,
descriptions, images, and other information
[13:36] when your pages are shared on
social media networks.
[13:39] There's also Schema markup, which is code
that helps search engines understand your
[13:43] content and better represent it
in the search results.
[13:46] For example, these pages use the recipe
Schema type so Google is able to show
[13:51] things like the recipe's rating, the number
of votes, the total time to make the food,
[13:56] as well as nutritional information.
[13:58] If you have a WordPress site, then you can
add OG tags and schema with plugins like
[14:03] RankMath or Yoast.
[14:05] Now again, the most important part of your
content is that you're striving to satisfy
[14:09] searcher intent.
[14:11] Yes, the technical things are important too,
but they're more like the icing on the cake.
[14:16] So here's a full on-page SEO checklist.
[14:19] Take a screenshot and make sure to subscribe
to our channel because next week, I'll be
[14:23] releasing our next module on an
SEO strategy called link building.
[14:27] Or if you're watching this at a later date,
all of the links to our videos should be
[14:31] in the description.
[14:32] I'll see you in the next module.

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