Coaching and Corporate Training Part1

by Jonathan Goodman on July 17, 2014

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Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. It’s great to have you with us. Today we’ve got a really special event for you. I had the opportunity to train the staff at Adam Leitman Bailey law firm. He is a large real estate law firm here in New York City and he needed his staff trained because they’re in the process of redoing their content and optimization for their website. So this is something that actually I do for several companies and Adam was nice enough to let us videotape it and put it up on the Web. It does actually run for 90 minutes, which is significantly longer than one of my podcasts. So what we’ve done is split it into two episodes. This is going to be the first 45 minutes and then you’ll see the following one in about a week. I hope you enjoy it. It’s about SEO and content optimization, content creation. It’s very informative. The sound is pretty good and I think you’ll like it.

If you could, do me one other favor. I have noticed that I’ve kind of stagnated in terms of the subscribers on this YouTube Channel. It is really critical for us to have the momentum to continue doing these. Obviously, the podcast is doing well. We’ve up on Blog TalkRadio. That’s really doing well. But it would be nice to see the visual subscribers being up here. So if you are listening to me on Blog TalkRadio or Spreaker or iHeart radio, you can find us on YouTube @ HalyardConsulting. The button should be right here to subscribe. You should be able to put that in for you. And it does mean a lot. It does help us in the rankings and, of course, the momentum and the enthusiasm that we all have for wanting to build this out. So thanks so much and really enjoy the show.

Training at Adam Leitman Bailey offices

I’ll give the presentation slowly and please feel free when you’re not eating to ask me any questions as we’re going through this. I’m going to talk about who I am, why I’m here, what is SEO. Search Engine Optimization. We’re going to talk about keywords and titles and descriptions. Because my understanding in talking to Annabelle and Nicole is that that’s the major part of the root of this content. So we really need to understand why we’re doing this, how to do it best and then go from there. Then Webmaster Tools, is anybody on the team working in the Webmaster Tools side? I kind of got an email that….

Annabelle: I think I asked you if it’s the right approach. Like we’re trying to find out what is the best practice approach and Webmaster Tools really confused me on how to do it a little bit.

Jonathan: Okay. Then definitely we will talk about Webmaster Tools and the stuff that you can do. From the email that you sent me, it seemed like you were looking to find the keywords through Webmaster Tools and that’s not the right way of doing it.

Anabelle: Okay. Well, I just don’t know.

Jonathan: What is the top number one question?

Anabelle: Top right now is keywords. And just kind of everything: name of lawyers, keys. Is that scamming? Should we run with keywords? And if we should limit it, what’s right?

Jonathan: Okay. Well, if you should limit it, we are going to talk about the right keywords. Because it really is just one keyword for the article. A primary keyword. We’ll get into, but yeah, I mean if you’re putting….

Anabelle: Like 7 keyword. Is that too much?

Jonathan: So again, I work in Yost plugin. I don’t work in the plugin that you have. Yost plugin, I’ll show you how that works. Your keyword, the single keyword that you’re going to use, is then going to tell you whether or not it’s working for the page.

Anabelle: We can, but then recommend that plugin?

Jonathan: Yeah, but I’m an outside counsel, so I don’t. I mean, you’ve got to work with your team that’s making decisions for whatever. So I would suggest that you move over to Yost.

Anabelle: I think they had initially also who’s going to be doing this migration, how expert are they? Are we’re like, well, they’re not experts we’re going to be working with. Then we’ll train them. So I think the discussion was what we did before. Just your three fields.

Jonathan: Right. There’s three fields.

Anabelle: Your three fields and Yost is like 10 fields.

Jonathan: Oh, no. There’s three fields in Yost.

Anabelle: Okay.

Jonathan: We can look at that. And we’ll go into that. So there is no meta keyword data that is absorbed by the search engines anymore. You know, how it has in the code, and we can look at the code, it reads meta description and meta keywords. So if you put in a ton of keywords, it’s not going to matter because that meta keyword line, Google doesn’t absorb it at all. They ignore it. The whole line, yeah. I mean, I’d have to look at your source code, but yeah meta keywords is not anything that you need to work on. But you do need a keyword for SEO so that you’re able to say this is the keyword that this article is focused on. And I specifically called out one of the articles that’s on the website now. We’ll see how we’re going to look at that. And that just allows you to say. okay, what should my title tag be? What should my meta description be?’ Because this is the keyword that I’m trying to influence the search engines on. And so we’ve got to make sure that the meta description and the title tag have that keyword. We’ll go through it. We’re definitely jumping into all of his pretty quickly.

Slide 1: Halyard Consulting

I run Halyard Consulting established in 2007. We generally work with small to medium sized business. We’re WordPress exclusive. Full range of Internet marketing including optimization, development of content, advertising, public relations and a whole bunch that we just added in. I wrote the book in front of you, The World of Internet Marketing, The Basics. It’s a nice, small, 80-page book, really informative. And we’re now working on The World of Internet Marketing, YouTube. So that’s the next one that we’ll be coming out with. Then immediately following that one, we’ve got cloud and we’ve got Facebook. We’ve got a whole bunch of new books coming out. They’re small enough that it only takes me a year to write. It actually takes me a lot longer than a year to write.

Slide 2: SEO

So what is SEO? Search Engine Optimization is the effort to improve the visibility of a website within the search engine’s natural unpaid result for specific keywords. So what does unpaid mean? We know that Google AdWords is for those top three and then that column on the side. So the unpaid natural is everything else. And I might switch back and forth between this and show examples as we get into more things. There are different kinds of search. When you do a search in Google, you’re immediately brought to Web listings. But there are also other things to think about. Image. Local. Video. Academic. News. Primarily video and news are going to be the next ones over from the Web. So I’m doing a search for Adam and I type that in and let’s say I go and I’ll show you what his page looks like when we bring that up. But then what if I looked at image. Does it have his image? And it does. He did it very well. All of Adam’s images are coming in correctly when you type in his full name. Are there any videos? So here’s something that’s going on right now. I’m jumping ahead a little bit, but video is going to dominate the search this year going forward.

What does that mean? Well, Google has decided that the content articles that are being submitted on a daily basis, thousands of them at a time, aren’t of high quality. And they just don’t know how to handle all this. They’ve kind of said back to the community of optimizers, listen, you’re producing junk. You’re producing garbage. We need you to produce better, unique informative content. Their approach was to kind of create an algorithm that forced companies that were producing this kind of content down to the search engines. But they realized very quickly this was such a pervasive way of doing marketing content that it was hitting Mercedes Benz. It was hitting NBC. It was hitting all the major ones, right? It was hitting all the ones that they didn’t necessarily want to penalize for this. So instead, what they’re moving to is video content. Video is completely unique. What I’m saying now is never going to be said again. It’s unique. It can’t be really reproduced. And if it’s transcribed and the search engines are able to read the information that the videos are producing, they’re going to be a higher ranking for those.

So if you produce video, which is the way that we’re taking our company. We’re moving into more video content than actual written content. That gains an audience, a YouTube audience through your channel, pushed out there social media and that’s really critical. And then it gets indexed through the search engines. So starting this year and going forward, you wind up getting a search for Adam Leitman and it should actually have video included in that. When we do a search now, it’s nothing. So that’s definitely something that you should think about.

Slide 3: Getting Indexed

So getting indexed. The search engines use crawlers to find pages within a website. This was from day one, starting all the way back to Alda Vista. There are bots. And the bots go out from the main hub of the servers and they explore the web. And they pick up articles and information. So they will come to a website like CNN and because CNN has new content on a daily and sometimes hourly basis, that bot knows that it must continually come back to that website. CNN is a large website. It’s been around for a while. The majority, 70 to 80 percent, of what’s on CNN is indexed on the web. A smaller site that produces less content won’t get that type of attention to it. So when a bot comes to a site like this, if it’s not in the content, if it’s something that isn’t constantly being produced, the bot says okay, I was here on the first of the month and I came back on the 15th of the month. There was nothing new, so next month I’m going to come on the 1st of the month and I’m going to come on the 30th of the month. Well, if there’s nothing new then, well then they’re saying, okay I’ll come back a month after that. So when that happens, each time the crawler comes, they have a very specific directive. They can absorb so much content. So if you have a website of 5,000 pages but you don’t have any new content, the search engine seeks that. They take the first 100 pages, they come back and they’re going to come back less frequently if there’s not new content. So that then means that your 5,000 pages is going to take x number of months more to actually get indexed.

Now fortunately the, I think I got that right, that has 5,000 pages indexed already in the search engines, so that’s fairly good. Now the question is how are you going to tell Google that these articles are now finding other sites. So aside from training, let me ask the two of you, what is the strategy to explain back to Google that this page that used to on this website is now on that website.

Annabelle: 301 redirects.

Jonathan: Excellent. Good. And then we’re going to talk about Webmaster tools so that you can also put them through that and your site map got x amount. You’re going to work on all that, so then there’s not going to be a canonicalization issue. You won’t have article A both on this old site and the new site. Comes down, goes up. Very good. And the 301 redirect worked great.

Anabelle: Sorry to interrupt, because that’s important for us. The site, the Webmaster Tools, is that something that will be an extra of 301 redirect?

Jonathan: Right. It will definitely, what it does is it basically stands up and says hey, Google bot, there’s a new article on this website. So yeah, it’s that kind of process. But you’re going to have to talk to your developers because it’s going to have to be a step-by-step. You’re going to put the article. This is how I would do it, you’re going to put the article up on the new site, take the article down from the old site, do a redirect on the old site to the new site so that it understands where it was an where it’s going to. Then you’re going to go into Google Webmaster Tools and you’re going to say this is a new article.

Annabelle: Okay.

Jonathan: So it’s that step process.

Anabelle: Okay. Thanks.

Slide 4: Crawlers

Jonathan: Crawlers don’t crawl an entire site at once. Instead they come back according to the frequency of content. A website that produces articles, as I just said, every day will be crawled more often than websites that produce articles weekly or monthly. These pages are then analyzed using the search engine’s algorithm. Google’s algorithm is different than Bing’s and Yahoo’s and Alibaba and all these other search engines. So my advice to you is to gear yourself towards Google because it has the largest number of users doing searches. However, don’t forget about Bing. There’s also a Webmaster Tools for Bing. So you should be putting that in as well there.

Anabelle: Webmaster Tools. No, we haven’t used them. But we’re going to hopefully learn today how we should be using them because I don’t understand Webmaster Tools.

Jonathan: Okay. But have you created the account in Webmaster Tools?

Anabelle: I believe we have one.

Jonathan: Okay, so as long as you have that, we can go through the pages.

Anabelle: Do I need to give you credentials or can we log in to yours?

Jonathan: You’ll log in. I can’t give you access to my Webmaster Tools because it’s all my clients.

Slide 5: Types of Searches

There are three types of searches. Once you understand what your target market is looking for, you can more effectively reach those users. So we type in Adam Leitman and this is what we get. We get the This is really great. Looks great, right? Because it says Attorneys and Executives, About Adam Leitman, Joining Our Firm, Contact Us, About Us, Internships. That means that Google understands what the website is about, what the primary of the secondary pages are and hopefully this will transfer when you do the redirect. He’s got a Wikipedia page and he’s got a great article in here about him. No video. So that is definitely what’s missing here. So if you don’t have a YouTube Channel yet, he definitely needs one. And then it needs to be marked up correctly so that you can get that.

So there are three types of searches, Do, Know and Go. So for Do, these are transaction queries, I want to buy a plane ticket. That is an action. You got that? Okay. Know is do you know the name of a band? Okay. Go navigational queries is can you go to the home page of the MLS?

Slide 6: Current Limitations

There are limitations to what Google can understand. What the Google bot can understand. Your robots .dxt and .ht access files are critical. You have to set them up correctly. This is again a technical issue.

Anabelle: Nick said to double check on our how that’s going to be developing.

Jonathan: Okay. So just make sure that your robot. The .dxt access files are going to be the 301 redirects. That’s where they’re going to put those in. And you should also in the .ht file, you should make sure that you block certain websites from accessing your data. So there are certain search engines out there that really don’t obey the rules of content. And so for instance like China might come in and take all the content and turn it into Chinese and then produce their own website. Sorry. It could be anyone. So I would talk to your developers and ask them if they have the list of blocked search engines that should not be coming in. And also within the robot .txt file, you should also be…this is really the communication. For a correctly performing search engine, the first thing that they’re going to look for is the robot .txt. This is where all the rules reside. How fast can you crawl the site? How often can you crawl the site? Because for instance, in a large e-commerce site…so when I was working for e-commerce for fireplaces and grills, we had an attack by a non nationally produced website that hit the servers so hard trying to gain all the pages data that it actually crashed our site. So we can put a rule into robots .txt that says you can only come to this website and you can do this specifically or you can do this in general. You can do it in general for Google as well, right? Because you also don’t want Google absorbing so much data that it’s a burden on your bandwidth. That all becomes an issue. So you’ll work with your technical staff to really get the robot .txt rhythm so that there are rules set in place. From the .ht access files, that’s where your 301 redirects are.

I guess my concern is that if we’re talking about 5,000 pages moving over, is that the right estimate? Okay. So 5,000, you don’t want this page to get too large because again it goes .ht assets. This is what those bots are looking at first and they’re only allowed to spend a certain amount of time on your website. So if it takes them a minute to understand your .ht access files and they’re only supposed to be there for a minute and a half, you’re going to get less indexed.

There are ways of doing the .ht access files that are actually even above my understanding. I do have people that know how to do this and it’s from a larger server-based redirect. So make sure that they’re like, you don’t want 5,000 redirect logs on the .ht access files.

You don’t want articles that aren’t really connected to the site and aren’t in the navigation, but they’re actually within your list. So just make sure when you’re looking at that 5,000 articles that they are somewhere from where they’re reachable. And now with this new redesign, make sure they don’t draw a bot. Because what could wind up happening is an article that would rank well is important to the user doing the search and is actually nowhere to be found other than through a direct search on Google. So you’ll get traffic to that page, but you won’t get secondary traffic once they’re on the site. And they’ll get lost when they’re in the site. The site just needs to be set up correctly and that’s all. I’m not going to spend too much time on that.

Slide 7: Interpreting Non-Text Content

Forms, images, videos, flash, audios. None of that can be read by the robot. And you want to work this through by adding in alt tags. Alt tags particularly for the images and the audio, for the video. Flash is very, very difficult. Thankfully you don’t have flash, right?

Annabelle: No.

Jonathan: That’s a big burden on the server.

Anabelle: They’re currently uploading right now I think. PDF? Is that considered a form?

Jonathan: Well, PDF can be indexed, it’s going to be difficult to read. Why are your forms PDF as opposed to….

Annabelle: They’re government I think.

Jonathan: Oh, they’re government. Okay. So they’re free resources. They’re not filling them out for more information. And when you’re getting these downloads, you have a landing page that is capturing their identity and their email?

Annabelle: We don’t have that set up with a designer yet.

Jonathan: Okay. That would be a recommendation that I would say that any of these. If they’re coming to your site purely to download something for free, you should capture their information.

Annabelle: Awesome. Thanks.

Jonathan: Well, I’m here. I might as well tell you.

Slide 8: Calling It By Its Right Name

We’re going to really dive into this in a little bit. But tenant vs boarder or lodger. Now you’re from Europe. Boarder, lodger. That’s makes sense to you. But here in America, we wouldn’t know what that is. So I’m sure that all the articles since they were American written probably have the correct terminology. But you just want to make sure. And when you’re going to do the analysis to find out the right keywords, you also want to be U.S. specific because you’re trying to gain a U.S. audience. And just understand your audience.


Slide 9: Out Standing in a Field

When I was 12, this cow came out that I just thought was the funniest thing in the world. It’s cow standing in a field. You give it to someone as a gift and and it says ‘To someone who is out standing in the field.’ You’re out there by yourself, though, and that’s what you really don’t want. If the content isn’t linked to, it may be deemed unimportant. So just like poor link structure, if something is out in the end by itself, if the content isn’t getting likes and Tweets and shares and thumbs up, if it’s not gaining attraction within social media, then it’s not going to be a primary page that is going to be of interest to the search engines.

Audience Member: I don’t have prior knowledge. And it’s tricky. How do you tackle such situation?

Jonathan: We’re definitely going to get into that because I mean if you’re all in marketing, you don’t know real estate, you don’t law. It’s going to definitely be a challenge. But what we’re going to do is we’re going to look at applications that we can put the content in and it tells us back how often is that keyword used. How many keywords are there? How often are certain words used? We take out ‘is,’ ‘the’, ‘and.’ All those little small things and we’re able to get fairly good information.

Annabelle: I have question. On press releases, how to involve the press releases. Nicole and I have a field now where we can relate that linking the press messages that we’re uploading anyway, so we’re taking the content from Fox News or wherever. Should we put a backlink into wherever that came from? I think it’s a great thing. He doesn’t.

Jonathan: I would wonder what Fox takes about that when you’re taking their content and you’re not linking back to them.

Annabelle: We officially have to reference where we’re getting to from is what you’re saying. He thinks that eventually Fox might take down that article.

Jonathan: So another part of the argument would be that he’s going to get slammed for reconicalization.

Audience Member: I have a question. Can you take exact content from backlinks?

Jonathan: You can as long as you follow the right method. If you put a backlink in. I mean, a backlink is also important as well because you want to show…We can have a whole conversation about who backlinks work. I didn’t really put that into this, but we have plenty of time. Backlinks are the way to gain higher ranking in the search engines. You want CNN and Fox News to be back-linking to your site. The more of that you have, the higher ranking, the more professional that website is seen. In kind, you would then want to set. You know, it’s like somebody knocking on the door and they’re saying ‘we want to do business with you.’ And you’re opening the door and say, yes, I want to do business with you. So CNN is writing an article. It’s including Adam’s name and Adam is then acknowledging that and putting that up on the website. You would then want to say this content came from CNN and it includes my name. There’s more power to it than just saying I found this article out somewhere and I don’t know where it came from.

Anabelle: It does say that it’s from CNN.

Jonathan:  I would backlink it. There’s an advantage. Does everybody kind of understand that idea? I kind of made if funny, like, out standing in a field. But if it’s alone and it’s out there and the navigation somehow or there’s no traction to it. Part of what you’re doing is not just adding 5,000 pages, you’re trying to gain an audience that is interesting in this information. If you have article A that has been ‘liked’ on Facebook ten times and retweeted multiple times and is on Google+ or whatever the social media might be, Google understands that. They see that interaction. In my personal life, right now World Cup is going on and I do predictions for every single game. I do this on my personal channel. This has nothing to do with Halyard. As the games go on, more people are finding out about this. More people are commenting on it. More people are liking on it. So what’s eventually happening? Well, when you look at the chart, the first couple that I did, about 20 people saw it. Nobody commented. Nobody ‘liked’ it. The next five that were done, 50 people saw it, one or two people ‘liked’ it, maybe one person shared it. Well now here we are into the fifth day, now hundreds of views. Multiple ‘likes.’ Tens of comments. Well, what does that say back to the search engines? There’s some traction there. Something is going on there. There is some interest. He has more subscribers. So if you’re working in the back field and you’re just adding the articles and the content, that’s the wrong thinking. You really need to mix it with social media. Okay. Sorry if I’m getting preachy.

Audience Member: You’re saying it’s happening now. World Cup is happening now.

Jonathan: Right. The reason I’m making these videos now is because there is such a huge amount of traffic circling around World Cup 2014, that hashtag, that Google actually made the decision to move it out of Google Trends. They moved it out of Google Trends so that now it’s its own trend. So there were trends within that trend. That’s how large that is. So that means that because there are such a finite number of days that people are focused on this, my adding in content on a daily basis shows that there is a longstanding relationship between the content that is in my YouTube Channel and World Cup 2014. The more days that come through, the more that people get excited about it, the better it indexes in the search.

Audience Member: But it’s kind of hard to believe that because it is that different, right?

Jonathan: Well, it’s not really different.

Audience Member: He’s always on cue with whatever is going on with the audience. He’s constantly sending me things. I don’t know if it’s search engine optimization, but he actually does understand that concept.

Jonathan: And that definitely works to the advantage of getting indexed. You know, we the Internet started, we had AltaVista and the way that AltaVista worked was the server refreshed at 12:01 every night. If you made a page and you said ‘real estate law’ 20 times, you got top ranking. Until your competitor put it in 21 times the next day, right? Google and the other search engines have become so sophisticated now and they’re looking at so many different elements, but there is an immediacy to the information. If something happens, like the Mosque situation, right? So that article that was produced is going to stay there for a really long time. It got a lot of traction. It was written quickly to respond to that news story, which there are only 24 hours in the new cycle, right? Sometimes it expands to 48 to 72, but that’s rare. So the article went up at the right time. It got seen by many, many people. It was retweeted and it was texted. It was a centralized piece of content that was relevant at that time. And that’s why you see that immediately in his profile. If we go back, so this article from The Observer, which actually took place in 2012, that’s a question, right? What happened the last two years? Why isn’t there another article? But look, 23 Google+ circles. So there were 23 people with a Google+ that found this very unique and very interesting. If we went in, we would probably also see, like, Facebook and tweets and things like that. Because there was an immediate need for that content.

Slide 10: Keywords

Usage, targeting, domination and abuse. So titles, text and metadata. One of the best ways to optimize a page’s rank is to ensure that keywords are prominently used for titles, text and metadata. And I think this is where you’re going to need to focus on. From the articles I saw, from the analysis that I did on a couple of pages, you have both a little bit of abuse for certain keywords as it might be because it is that topic, right? I mean if you’re talking about Mary Poppins, the article Mary Poppins is going to be mentioned a lot, right? So you have that. But the title doesn’t necessarily include the keyword. So my advice back to you is maybe you do want to take a step back and as you moving the content, maybe just clean it up a little bit and include the keywords. And we’ll talk about that.

Keywords are the building blocks of language, but you must understand the user’s intent. “Jack and Jill Ran Up the Hill.” Is the article about running? Is it about Jack and Jill’s relationship? Or it about the hill? So you have to understand the title needs to also really back up and support. And show you, in terms of abuse, you can’t title it one thing and then talk about it another thing.

Slide 11: Domination and Abuse

Search engines measure the ways keywords are used. If we’re to help determine the relevance of specific content to a search query. If somebody is looking for Jill running and you’ve written an article and you’ve stuffed it, the article is about hill running, but you’ve stuffed it with the word saswatch, that is abuse. So the search engine’s ability to spot keywords stuffing has gotten incredibly good. They understand an article about hill running that includes the key word saswatch over and over again, that’s deemed as keyword stuffing. And we’re going to get into some of the articles that I reviewed from your website.

Annabelle: But that’s when you have a keyword that’s not actually in the article.

Jonathan: You’re trying to say that the keyword is running up a hill, but you’ve used the word saswatch or let’s say baking pies. Something so outside of the….

Annabelle: In the article?

Jonathan: In the article. More so, more times than the word ‘hill’ or ‘running.’ That’s what I’m trying to say. We’ll get into that. Yours is definitely on topic.

Annabelle: It is really challenging. I think the press releases are easy. They’re written for the public to read. Case studies, things like that, where it becomes more convoluted and I have to read them like three times to tell what’s going on. It takes time. We need to get the tools.

Jonathan: Well, hopefully, what I’m going to show you is a tool that will tell you what the major word is. Because for you to be doing this transfer and also educating yourself on law is probably slowing the process down.

Slide 12: On Page Optimization

Use keyword, title tag, alt attribute of image, ULR, meta description. And my personal rule, and this is probably where my rule supersedes what I’m seeing on some of these articles, the keyword shouldn’t be mentioned more than once per hundred words. You can go to a million different SEOs and they’re going to have a different number. This is my number. So if you’re writing a 500-word article, the keyword should be in there five times, not 20.

Anabelle: What do you mean? The keywords should be in there five time? But we’re not writing the article.

Jonathan: And this is where part of the problem comes in because these articles have already been written, so we have to

Anabelle: We’re editing the articles?

Jonathan: No, no. But you have to, I mean, for the two of you, you have to be aware that because of the changes in the algorithm, you might not see as great uptick in the searches because these articles were written a certain way. And there’s nothing you can do about it, right? Unless you decided to lower the number of articles.

Anabelle: In the future, we could have them rewritten for us.

Jonathan: Once you’ve gone through the Webmaster Tools and once it’s been indexed…

Annabelle: We have to share the strategy of everything rewritten. I think that would be the best option. The attorneys all write in a different way and having to train them. And having you come in and train them to do it right. So that’s a whole different project.

Jonathan: Are all of the articles and all of the case studies written in-house?

Annabelle: Yes.

Jonathan: Everything?

Anabelle: Well, except the press engines. Everything was written by attorneys. There are a couple of attorneys who are published in other publications.

Jonathan: Okay. Well, hopefully those articles are written spot-on because they’re going…

Anabelle: I think he’s pretty aware of the things people want to hear. And he stuffs the articles with the words he thinks are most relevant. But I’m hoping he’s doing a relatively good job with that.

Jonathan: Okay, well, again somebody reading the article is going to probably be happy because it’s extremely specific. But if we’re talking about how this website, how Google and the search engines are going to perceive it, that’s a little bit different. And I’m only taking one example. And we’re going to walk through that example. It’s going to show you how to find the right keyword, but it’s also going to be a glaring. You’ll be like, oh, we wrote a 500-word article and we had this keyword in there 25 times. I mean essentially means that almost every sentence had that word.

Anabelle: Really?

Jonathan: It might have just have just been I didn’t look at it…









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