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Google SERPS and Sitelinks
Charles: Okay. Well, a quote on article today, I found an interesting article…
Chris: You know what, let me interrupt you because I did have one email.
Charles: Oh, about the email we got, yeah.
Chris: Yeah. So, we got this email again. This is also from – from Paul in Australia. And he’s the one who turned us onto the fact that there are other reviews and he asked this question. He had actually attached a couple screenshots and his question is, “How do you settle at the website so, that when someone searches on Google, they don’t just get your one liner, they actually get the sitelinks?”
Charles: The sitelinks. Yeah.
Chris: And that used to be 12 and now then they come back to six. And so, what that what is, is, you know, if you – if you type in his case, you typed in Monika’s dog rescue and it’s M-O-N-I-K-A-S and then Monika’s dog rescue was the first result. And – and it has, “See the dogs, contact us about us, volunteer job list, foster dog and five steps to adoption.”
And when you do his particular domain name, it does show up first but it doesn’t have a sitelinks. So, his question is, “How do you get those sitelinks to show up?”
Charles: Yeah. And I think this is – there’s several things. One it’s — first off, the sitelinks is — it was an algorithm change that came last year with Google even displaying those. And so, I think all sites prior to that change either may or may not have had the right structure.
I think it has to do a lot to do with the next quote thing in regards to your navigation. I didn’t research but I wouldn’t be surprised if the sitelinks that showed from her came from either a top now or maybe the first few of the subnet.
Charles: So, I think it’s also – it’s all SEO related. Those are probably the most content-heavy pages that are on her site, that were relative to the search term and so therefore, Google searched those.
Chris: I think it also has to do with — in the case of Paul, I don’t — I’m not 100 percent on this. I think he did not have that much — he may not even have had six pages of content.
Right. So it was pretty lean, or some of the content was more on a blog side. And so, it seemed a little less relevant. I also think, Google probably weighs things like it should have an contact us and it should have been an about us.
Chris: Because that’s just kind of standard, those are the kind of standard things people are looking for.
Charles: You know, who have probably static pages which – which I didn’t think about. You know, you mentioned he probably had a ton of blog pages which probably won’t show the sitelinks because they were so prone to change.
Charles: That these are the step, you know, about us contact us. Those are static pages that are — that frankly won’t change.
Chris: Five steps to adoption, they’re not going to change volunteer job list. That may be changing but it’s not – it’s not – you’re just not continually adding, it’s not growing, so. I thought that was a really good question and we’re worth bringing up. I thought I had one other. I guess not. That’s it. All right.
Charles: Okay. We’re still…
Chris: At two minutes.
Charles: I’m going to dig more to sitelinks because it’s definitely a key area. It would go us easier. The more links you can get up there, of course the better.
Chris: And it’s probably pretty straight forward. I mean, you know, we haven’t messed around and targeted it. Typically, the web pages we design and we don’t know exactly why, we’re just kind of using conventional design techniques that those sitelinks show up so it’s not a problem.
So, how do you — maybe somebody just — how could we just tell – in this case, Paul, you know, here’s the three steps you need to do. If you add one more page or content, make sure you’ve gotten about us and add a contact us then you’ll get sitelinks, you know, we’d like to have that information…
Charles: Yeah. And maybe we kind of, I’ll go back to our process…
Charles: …and figure out, you know, it was [0:13:24] [Inaudible] SEO process and the design process what is — maybe enhancing our opportunities to get sitelinks.
Charles: Because if you Google — we’re doing something right?
Charles: And in sitelinks therefore, oh, another clients. So, we have to be doing it. We just don’t know we’re doing it.
Chris: Yeah. Exactly. And so you know you’re smart when you’re smarter than you thought you were.
Charles: Yeah. You know you’re smart when you’re smarter than you know.
Chris: There you go.
Charles: I’m going to tweet that.
Chris: All right. Anyway…
Charles: …so I put this article today from SEO journal, search engine journal called because most SEO’s don’t know what strategy means.
So, it caught my eye because I do SEO and you know, I was almost offended. God, I know what is that. I don’t know what strategy is knowing — not knowing what strategy is but the article he goes in to talking about the difference between strategy and tactics.
And so, my thought, okay, I kind of consider that direction is going. Then, Bill, an only person, my first logic was, “Okay, this article is a tactic in his strategy to…
And it worked. It got my attention and I’ll post it later. So – so, kudos to you. But he did call up some different steps and strategy and tactics and we’ll talk about those briefly.
So, what is this your strategy? He says, your strategy is the basic way you’re going to accomplish something. So, if you were an army and your objective was to conquer Iraq then your strategy might be to communicate in bombed cities and blah, blah, blah.
Chris: Communication, bombed cities, tear-down statue.
Charles: And so, and you go, “Yo, your strategy should be number one, assess how search-friendly your site is. First step is find out where you stand.”
Chris: You know, my first reaction to that was like, “Well, no, we just make a site search-engine friendly like we don’t even really assess it, inherent in that process is a little bit of assessment.”
Usually when websites come to us they just haven’t had much SEO if any and so it’s less about assessing how search-engine friendly it is and more about erasing and starting from scratch and making it search-engine friendly.
Charles: What I’m realizing is our assessment really comes prior to – to the production of the site. Yeah. I mean, it’s – it’s during the desire process, this is how it’s going to go. This is going to be laid out. This is where content is going to go. You know, during the production phase that’s usually in WordPress. And we are assessing how this is going to be built. And so, when it is built, it’s already search-engine friendly.
Charles: Number two is that you value your competitors. Look at your competition, who are they, who you think they are and figure out, you know, some of the things they’re doing.
And I agree with it. You definitely have to do a competitive analysis especially for people who are ranking for the same terms you are targeting. Definitely, do the basics, check their immediate information, right.
Chris: And that’s even – that’s almost part of each step, you know, step one, assess keywords.
Chris: So, you type in a couple of keywords. You see who’s on the first page then you actually go in to those sites and see what are other kind of auxiliary keywords that they are targeting, are they relevant to this particular project.
Charles: Retail content. Open up site explorer. Sue is making [0:16:40] [Inaudible] which I think is coming on list. We know that this is part of the techniques.
Chris: Not strategy.
Charles: Number three, generate profiles on your target audience. So, basically if you want to figure out who your audience is. You know, are they white, are they black, are they male, are they female.
Chris: Are they Mojo users or are they desktop users.
Charles: Figure out who they are so you can determine your plan of action to attack them in a good way.
Chris: Go. What is this, war, attack? Did you ever play the game Stratego? That was a good game.
Charles: I consider that one. Never heard of it. Generate C keywords, develop an extensive list of keywords and put you in to a spreadsheet. Typical keyword research, I usually start off with, you know, we did the whole podcast on it probably in the 90 and 99 area podcast.
Chris: We’ve been podcasting since 1990.
Charles: Before there [0:17:50] [Inaudible].
Chris: Did they have microphones back then?
Charles: But do the keyword research. He said, use a spreadsheet, I conquered [0:18:01] [Inaudible] I would fill-up the spreadsheet full of different sheets for different — each phase of keyword research, start off with your C phrases then I’ll do another sheet with competitive phrases, then I do another sheet with my target phrases and then do some more research and come up with other phrases. Then, long tail key phrases. So, definitely do your keyword research.
Step five is part of the SEO strategy is that become a great writer. You can’t become a great SEO unless you recognize that content is king.
Charles: I conquer. The content is king and therefore keywords — what is it?
Chris: Keywords, keywords, keywords.
Charles: Okay. I didn’t [0:18:43] [Inaudible].
Chris: Oh yeah, what’s the important were – go, cut, go again, we’ll edit this out.
Charles: So, content is king. And so, what is the second most important thing?
Chris: Second most important thing – the first and most important thing is the keywords, keywords, keywords.
Charles: What he said — but definitely become a great writer and the whole point is to when you become a great writer or not hire a great writer.
Chris: You know, if you’re going – if you’re going to be, you know, because here he is debating the difference between strategy and tactics. And I, you know, if we’re going to get nitpicky, it’s not become a great writer, right?
Because there are great writers who can write content that will do — that will be utterly useless for SEO. Being a great writer has almost nothing to do with it. You got to be a great SEO writer, right?
Your pros may not get published, you know, by RAN and whatever but you – you can write content that will actually place well and keep customers who decide to really engage. That’s a great SEO writer and that’s I think is a totally different skill set.
Charles: Yeah, totally different.