SEO Keywords, H1 Tags and Sitemaps: T-Time With Tillison
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SEO Keywords, H1 Tags and Sitemaps: T-Time With Tillison

Cool we are live. Hey Adam. Today we are joined
on T-Time, I’m best Data in the World Ever again. We are joined by Adam Futer and we
are talking about SEO techniques and some simple stuff that you can do. So Adam we have
been talking about some of the techniques that come up in SEO training sessions that
you do with quite a number of clients. Do you want to give us a very quick run down of what
they are? Yeah sure. So in our SEO training session
that I do every single month really, a lot of the clients ask me quite a variety of questions.
Some of the most common ones are which keywords should I be targeting for my SEO campaign.
I also get a lot of what are heading tags? What do they symbolise, what are the heading
tags that you have got to have? We also get image tags, what keywords should my images
be targeting and also what is a site map? Why should I have a site map, what benefit
is it going to give me on the project? There are many more questions, but those are the
main ones that I get asked on a regular basis. OK excellent. So keep watching for that and
we will answer those questions. If you do have more questions as you’re are watching
do ask them in the comments so this will be on YouTube obviously later on and we do try
and answer those as best we can and we give you some links to thing, bit and pieces. As
we are talking through the show we might reference other content, other videos, other blog posts,
other resources and we will make sure they are in the description at the end for you.
But do make comments and if we can’t cover them this time we will cover them in the next
show when Adam has got some time. So let start with that first one Adam because
this is a big thing, this comes with AdWords and also with organic search marketing generally.
Which keywords should I target? It is a difficult one, it depends on the kind
of resource which you have for your SEO project. So I will give you an example, if you’ve only
got a resource if you can only contribute maybe one or two hours a day for example you
should be picking keywords which have medium search volume. Medium search volume we normally
look at keywords that have about between maybe 500 to 2000 searches a month. Again it all
contributes to how much search volume is in the keyword and how much resource you have.
It also depends on where you are currently ranked for a keyword as well. So if you’re,
if you have got a keyword ranking report and you are in position 12 which is obviously
page 2, it may be beneficial to target that particular keyword to try and get yourself
on page 1 because you are on page 2 you have obviously got some traction with that keyword
anyway. Doing some little optimisation techniques on that and working around other SEO techniques
you can get yourself onto page one. It will take a little bit of time to do that, but
there are opportunities because you already rank for that and it is not a majorly competitive
keyword. We do get quite a few client as well which they have obviously got a bit more of
a budget and they try to go for keywords which are a lot more competitive. These could be
keywords that rate for 15000 searches a month, maybe more. It takes obviously a lot more
time to try and get those keywords ranked to the first page and that what you are trying
to say, you know you are not currently ranked for those keywords it is going to take a little
bit more time to work on them, but eventually once you get them to where you want them to
be you are going to get some of the fruits of the traffic and the conversations from
being on page one. OK. You said one to two hours a day there,
did you mean one or two hours a week or did you mean one or two hours a day? Because that
is a lot of time and effort. We spend about one or two hours a day on quite
a lot of our accounts, but more often than not most people will have maybe two to five
hours possibly a week to work on their campaign. A lot of the clients that we work on who we
do coaching with for example they may have an hour or two hours a day to work on the
project or they may even only have half and hour for example. There are so many techniques,
but if you can try and spend an hour a day those are the kind of medium competitive keywords
which you want to work on anything more than that you can start trying to go for more competitive
terms. OK. So the key thing there is, and this becoming
a bit of cliche of mine, but pick some battles that you can win, would be your first bit
of advice. If you are a local accountants firm for example don’t go after the word accountant
because A you probably can’t handle all those enquiries and you are going to get enquiries
from all over the country and you are only a local accounting firm that might serve,
I don’t know, Portsmouth or where ever you are. So pick some battles you can win, pick
things that have what we call high intent so you know accountant, actually accountant
Portsmouth has a lot greater intent than that and it’s a lot more relevant for someone looking
a lot more specifically for what you do. In terms of resource you talked about whether
someone is hiring an SEO agency like us, working with an SEO Specialist like you and your are
running the team and the Content Team and everything else and doing a lot of this for
them then obviously there’s a much greater amount of time and effort needed and therefore
a higher cost for things that have hundreds of thousands of searches a month collectively
as a whole group of keywords and whether you are doing it yourself you know some of the
local stuff might not be so competitive and, therefore, need less resource. So we are looking
for that kind of cross sections of three parts here. isn’t there. We want keywords that are
relevant, that have some intent behind them, things we think if someone types that in they
are looking for exactly what my website does because that is what a website is about. So
highly relevant, we want things that have a reasonable level of traffic on the. No point
in going for something that doesn’t get any search traffic at all, that would be a waste
of time. The third thing is, and this will change over a period of time, is things that
you already have some ranking for already, again cliche bingo “low hanging fruit” things
that as you said if there is something with a 1000 searches a month and you are on page
15 or there are 100 searches a month and you are page 2 you are going to get some quicker
victories with the things that are on page 2 and as a consequence the thing that is on
page 15 now is gradually going to come up as you site and your pages get more authority. Yeah that’s fine. I think you touched upon
it as well, we get a lot of people that are based in Southampton for example and if they
are trying to go for just the word accountants, or if you were even to get that on page one
which will take an awful lot of work, if you were in Southampton you only want business
from around the local area. You are going to get so much traffic you are probably going
to have to turn away anyway. So it is picking your keyword belts well as you said, and making
sure you go for the correct ones. Yeah. OK. Where do we find these keywords?
You know I get a lot of people saying I want to rank for this and you kind of go well ok
where did you, where did that come from and they go well that’s what I would type in and
you research it and you find there is no volume. So what type of tool typically do you use. The first thing I do is go on to the website
and just have a look at general categories on the website. Just have a look at those
and see if they are relevant, if they are put them in maybe a notepad and just store
those. Other way I do it, is I always have a look at the meta keywords field. Now this
is obviously redundant, Google doesn’t really pay much attention to it but a lot of companies,
a lot of websites still have keywords actually in that field. Some of those are quite relevant
to the project which you may want to target as well. Competitor websites is quite a classic
one that you can just go on. You can have a look at what they are targeting again the
meta fields. A common question I get asked quite a fair bit is what are the competitors
targeting? Truth of the fact is you don’t actually know what they are targeting by having
a look at their ranking reports. But you can get a good idea base on their website, research
what it would be things like that. You could also have a look at the keyword planner as
well, just like you what you do with AdWords you can use if for SEO. You can obviously
get different keywords from the keyword planner and see how competitive they are and also
from their AdWords account as well. If you are working on an AdWords account you can
have a look on Google AdWords and see what the are currently ranking for working on on
that and obviously have a look and see where they are ranked and put that on the keyword
planner as well and see if there are any opportunities you can take advantage of. So the AdWords keyword planner is essentially
a free tool. You need to have an AdWords account but you don’t technically need to be running
an AdWords campaign and spending any money. Although that is a Google AdWords tool it
a view, a window into Googles search data. So whether that is organic or paid search
it’s the same search volume and that will suggest some other terms as well that you
might want to look at. Yeah, there is multiple fields that you can
do on that and one that says suggest relevant keywords so you can just bung in your keyword
list in there. It gives you your keyword list with the search showing, but underneath that
gives you sort of whole other keyword ideas, a lot of them wont be relevant to the project
but you may just find some gems in their that you think actually that is a really good opportunity
for us and we are ranking quite well for it anyway. I will include in the description a link to
the keyword planner so that people can go and find that. So good stuff. OK. So our second question which comes up in SEO
training with you a lot is What’s a H1 tag? The short version is, it is the heading of
the page. So, on our website for example we will have a page for Adwords, Social Media,
we have got one for Social Media for Business and on that page you will see that the main
heading says Social Media for Business and that should be your targeted H1 tag. It give
Google and insight into what that page is about. Now if you can include a keyword within
that H1 tag, obviously based on what that page is about, that is the real key. So for
that particular page obviously it is Social Media for Business that we are trying to encourage
obviously visitors to go to that website to show them what we can do for their business
regarding Social Media so we need to have a keyword within that page. Where people get
stuck is they try just to include many keywords in H1 tags so it doesn’t actually make sense.
The general rule of thumb is if is doesn’t make sense to you it doesn’t make sense to
Google. If Google thinks you are just trying to spam keywords in their for the sake of
it that is when you get caught in a trap potentially you could be penalised for this. On the same
topic a lot of websites we have seen have actually multiple H1 tags and they could be
targeting the same keyword as well. On each page, on the same page rather or do
you mean a H1 tag on one page and a H1 tag on another? I have actually seen multiple instances of
that, on the same page for example they had multiple H1 tags. I don’t know why they had
it on there but they had it on there and a lot of the times it was the same keyword.
So then effectively you are duplicating your H1 tag. Google will have a look at it and
think why are they doing that there is no point of it, so it is a trap people fall into
and they don’t even realise they are doing half of the time so you have to be really
careful with that. So two questions on that then. One is last
time we did T-time you and I, and I will put a link somewhere here or something, we talked
about title tags. So what’s the difference between a title tag and a H1 tag? A H1 tag is the actual main title of that
particular page that is in the body content of the page. The actual title tag is the meta
title field, so if you take our website as an example again you go onto Google and type
in Tillison Consulting social media obviously the link to our website is the title tag whereas
the heading tag is the main heading on the particular page usually in the body content
but some websites have it set up differently so it may be included in the header for example.
So you have to be careful with H1 tags its easy to get wrong, so you want to make sure
that each page has a dedicated H1 tag and you don’t fall into the duplicate content
trap. OK and each, so the title tag if you are using
Chrome and you get the tab at the top the title tag tends to be in the little tab at
the top of Chrome doesn’t it? Yeah. And that is what comes up in the listings on Google
the actual title. Yeah. So the second thing is am I right in thinking
one H1 tag per page no more no less. Yeah. You should have one H1 tag per page,
you don’t need any more than that and a lot of people say what happens if I need a duplicate
H1 tag on another page? Generally speaking you shouldn’t have to, each page on your website
should really have different content so you need a different H1 tag on each page so that’s
the general rule of thumb. You shouldn’t need to duplicate that in any way. OK. So one H1 one tag on any given page and
you shouldn’t have the same H1 tag on more than one page. No you shouldn’t. As I say there is generally
no need to as well, but yeah you shouldn’t do have multiple H1 tags. And H1 is effectively Heading 1 so for those
people who are watching that don’t know HTML and I am pretty much a novice at it myself,
I just pretend. So it’s a bit like a Microsoft Word document where you set up heading 1,
heading 2, heading 3 and so forth and there are sub bullets and you know that kind of
stuff, and that is effectively what heading 1 is to a website I guess. Yeah, excellent OK, and the last one we wanted
to cover today which again comes up in the SEO training sessions you do a lot is sitemaps.
So what’s so great about a sitemap? How do I create one? Why do I need one? Why is it
imporant? What do I do with it? What are the things that people do wrong or right? OK, well first of all there’s two variations
which we work with mostly. The first I will talk about is the HTML sitemap and a lot of
the time the websites that we work on have a sitemap already set up. You will go on to
the website and normally in the footer of the website there will be a little icon that
says sitemap and if you click that it gives you a whole list of pages that are actually
on that website. So our sitemap, for example, is our SEO page, our Social Media Page, our
Pay Per Click page and it gives human visitors and insight into what pages are on the website.
Think of it as a direction for them of which pages that they can go onto on the site. Obviously
we have got our main category pages, but the HTML sitemap is primarily for human visitors. So this is like a table of contents? Think of it as, you have already got it in
the category pages, but it’s a little table of contents for visitors which go onto the
website. A lot of people don’t bother with the sitemap, but there are still people out
there who want to have a look at it to see what sort of categories you have got on the
website. The other one which a lot of people and a lot of the websites that we work with
don’t have set up is the XML sitemap and this variation is primarily for Google’s eyes.
Generally speaking as well, when you go on to a website you could put forward slash sitemap.xml
and it will give you the XML sitemap and its full of coding and doesn’t look particularly
appetising to a human visitor the reason being purely it’s for Google’s eyes really. The
short version is you are telling Google which pages on your website you want them to index.
So you are making their life a lot easier. If you don’t have an XML sitemap Google will
actually go on to the website and it will attempt to crawl whatever pages it thinks
it should crawl. Whereas if you have the XML sitemap you are basically telling Google exactly
which pages you want them to crawl. The general rule of thumb is if you don’t include a page
on the XML sitemap there’s a chance that Google will crawl it but if you have it on the sitemap
you are basically saying to Google this is the page I want make sure you crawl it on
our website. OK, so you’re effectively sign posting it.
So rather than, I mean how the bot works is it will land on, I don’t know it could land
on any page. But let’s say for example it land on your homepage and it will spider all
over your homepage and it will find all those links and then the bot will follow that link
and that will index that page and any links it finds it will then go through the next.
So it is spidering through the website. Now if you have a page that isn’t included in
your navigation and isn’t linked to from any other page Google has no way of finding that
page, apart from if it is linked to from another website somewhere else with another webpage. Google would probably have a way of finding
it but yes you are making it more difficult than you probably should. But you haven’t got a link so Google can’t
follow another link from another page to this new page, my mythical new page, so it’s potentially
not going to find it. Whereas with a sitemap you are saying here is a single page that
lists every single URL in my domain, please index all of them. Don’t make me spider all
over and jump all over the place trying to find my stuff. Here’s my sitemap, that’s everything
please index all of it. You mentioned how to you set a sitemap up,
for example, the HTML is basically a new page on the website. We work with a lot of WordPress
sites and you can create a sitemap page there are specific plugins that can help you do
this. The XML variation, again I will use our website, WordPress, as an example, there
is an XML sitemap plugin. You can add the plugin, it generates and XML sitemap for you
and you can pick which pages you want to be in that sitemap. So things like Magento as
well with have plugins, it just makes it a hell of a lot easier and you can do it yourself
without any developer help. The only way it can be a little bit tricky is if you have
got a custom CMS system, for example. These you are realistically going to have to get
your web developer to help you out with that otherwise you can mess will the coding on
your site and your site might actually go down if you mess with the coding that much.
So you want to be careful with that. Probably the last thing with sitemap and the XML variation
anyway is that you can link it up to your Google Webmaster Tools account. It’s important
that you do this because it tells you how many pages have been indexed on that sitemap
and if Google finds any errors with that sitemap, as well, it will tell you what those errors
are and what you need to do to correct them. So if you have got any errors there is a chance
they might not be indexed so it is important that you do this every time as well. OK, so when we are talking about CMS systems
like WordPress, like Magento, Joomla, Drupal and millions of others. Most of those will
either natively, out of the box, they will create a sitemap for you and it will just
happen. With things like WordPress, there are plugins that maybe will manage this a
little bit better and some of those do XML and HTML and you can pick which one you want.
The other thing to say about them with the CMS ones is you can pretty much, once you
have set it up, you can forget about it because when you create a new blog post your sitemap
dynamically updates automatically. It’s not like you have got to go, I’ve got my blog
post oh no I’ve got to set my metadata, and I’ve got to put and image in their and got
to pub my image tags, what’s my title tag, I’ve got to do all this SEO stuff. Oh, one
more thing, I’ve got to add it to my sitemap. You don’t have to worry about that it’s dynamic
and it will do that stuff for you. So, you know, it’s set up on our site and most client
sites it is as well. So whether you are creating a blog post or a new sales page or whatever
it might be those things get dynamically added into the sitemap which now is fed into your
Webmaster Tools and Google is going to come along and crawl that. So effectively, once
you have set it up you can forget about it. If you have the slight misfortune of being
on a custom CMS, a proprietary one written by your friendly local web developer then
there is a possibility that the XML sitemap, or HTML sitemap isn’t going to be dynamically
updated so you need to work out a method of updating that manually or whatever it might
be. So that quite a lot we have covered there
Adam. We have talked about keywords and about picking things that, err battles you can win
effectively. Things that are highly relevant and things with a decent amount of search
volume on it, and also try not to do everything at once. If you go after everything and you
are fighting battles on multiple fronts you are just going to get slaughtered on all of
them whereas if you focus your attention on a small set, monitor the rest, of course,
focus on a small set. Work on those make more relevant content, optimise your content, your
pages and then look at the others next 2, 3, 4, 10 weeks down the line whatever it is
and then evaluate them and then decide to pick another two or three keywords to try
and target from there. We talked about H1 tags. One H1 tag per page
and make it unique for each page on your website. So, you shouldn’t have a H1 tag reading the
same thing on multiple pages and we have talked about XML sitemaps and preferably, ideally
you are on a Content Management Scheme that will do that dynamically for you and put the
XML sitemap into WebMaster Tools so you are basically making it really easy for Google
to find your sitemap and therefore, all of your content and if it is on something like
WordPress or one of the CMS systems that’s going to be dynamic. So once you have got
it set up you can pretty much forget about the sitemap. Is that about fair? Yeah, that’s about fair. It’s good to monitor
the sitemap now and then, you are right you can kind of forget about it but it’s good
just to monitor the sitemap just to make sure there isn’t any errors. There generally shouldn’t
be but if there are any errors you want to spot them sooner obviously rather than later. OK. Good stuff. So, thanks Adam that’s awesome
it’s been a good session. Next time folks, make sure you subscribe, we are talking to
the lovely Gemma Scarth and we will be doing some amazing things. Well, I say we, I’m taking
all the credit again, they have been doing some great stuff. Gemma has been doing some
great stuff with clients on Instagram Marketing. So we will be talking about Instagram Marketing
and some tips and promos and lots of wonderful things to get you a whole load of traction,
a load of brand visibility and engage and audience there on Instagram. That is in a
couple of weeks, so make sure you subscribe. As I said earlier, do ask comments and we
will try and come up with those in a future show with Adam who is our super duper SEO
Specialist. But for now Adam thanks a lot, enjoy your tea, here we go and go and make
some clients some money. I will do. Thanks Adam. Cheers, bye.

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