Summary
To boost SEO, ensure your website content matches the search intent without ambiguity. Aim for clarity so even a three-year-old could understand it. This way, search engines and algorithms can easily grasp the content.
Avoid using keywords like "AC repair Chesterfield Missouri" incorrectly. Ensure the content is specific and relevant to the intended audience, avoiding broad or misleading information.
Don’t clutter a page with multiple services if it confuses the main intent. Instead, focus on one main service per page to help both users and search engines understand your offering better.
Place keywords strategically, focusing on the title tag, meta description, URL, H1 tag, and the first sentence or paragraph. Ensure these placements feel natural rather than forced.
Instead of fixating on keyword density, cover related topics comprehensively. Use tools to analyze top competitors and identify relevant topics to ensure complete coverage.
Recognize that on-page SEO is just one part of the overall SEO strategy. Building strong, reliable backlinks on trusted websites can significantly enhance your site's visibility and ranking.
Create unique content by sharing original insights, anecdotes, or case studies that competitors haven't covered. This adds value and differentiates your content.
Optimize user experience by ensuring fast loading speeds, clean designs, and mobile responsiveness. Good UX contributes significantly to user retention and SEO success.
Focus on goal completions by enhancing your website’s conversion elements. Use meaningful calls to action, provide relevant content, and display social proof to build trust and encourage engagement.
- Regularly check your SEO strategies for common mistakes such as not truly matching search intent, incorrectly placing keywords, or failing to optimize user experience. Adjustments can improve rankings rapidly.
Video
How To Take Action
I would suggest implementing clear, easy-to-understand content on your website. Make it so someone young could grasp it. This clarity helps search engines know exactly what your page is about, improving your SEO.
A good way of doing this is to ensure each webpage focuses on one main service. Avoid jamming multiple services into one page, as this can confuse visitors and search engines alike.
Place keywords naturally in your titles, meta descriptions, and the first paragraphs of your pages. But focus more on covering related topics instead of overusing keywords. This makes your content appear more complete and relatable to both readers and search engines.
I recommend creating unique content by sharing personal stories or original insights. This not only adds value but also helps your content stand out against competitors who offer similar information.
A strong improvement would be optimizing your website’s user experience. Ensure fast loading speeds, clean design, and that it's mobile-friendly. Happy users are more likely to stay engaged, indirectly boosting SEO results.
Another important step is building backlinks with trusted websites. Quality links can increase your site's authority and visibility.
To improve conversions, focus on clear calls to action, social proof like testimonials, and easy navigation. This builds trust and encourages visitors to take action, benefiting your business goals.
Finally, make regular SEO checks part of your routine to fix any mistakes and keep your strategy effective. Adjustments can lead to faster improvements in your website’s performance.
Quotes by Author
"Fixing these mistakes can skyrocket your Google rankings almost overnight"
"We want it to be abundantly clear when we're targeting our specific keyword"
"Every time you think about this when you're trying to build out your pages just remember we're trying to make it so easy"
"There is no value is the point so I would get rid of stuff like this"
"Make links look like links and don't try to hide them or make them difficult to see"
Full Transcript
SEO Audits and the truth is most websites are making huge mistakes but the best part is fixing these mistakes can Skyrock your Google rankings almost overnight so let's dive into mistake number one which is not matching search intent so the number one goal of matching search intent is zero ambiguity we do not want the algorithms to have to try to figure out what's going on they don't want to have to try to figure out where it should Place its page in the search results who wanted to be incredibly clear so just imagine you're creating your content for a 3-year-old and you want to make it so incredibly clear that even a three-year-old can understand because we know if we do that then the search engine algorithms and even the large language models are going to have a much easier time understanding what that page is actually about okay but I want to give you a real quick example of this so this phrase here seems very simplistic okay I saw bats but just imagine that you're search algorithm and someone searches this in Google for example and you have to try to decipher what this is about now this is a fun little exercise but going back to the concept of zero ambiguity there's a lot of ambiguity in this very simple statement so as you can see here on the left hand side there are actually four different interpretations of this one phrase so obviously I saw bats so actually like sawing of a bat I saw bats which is actually like seeing the animal itself looking and actually saying I saw two bats right so plural definition of this and then of course the more morbid one here but the the reason why this is so important is because if you think about what the algorithms have to do it's really really difficult when they have to deal with ambiguous types of things so it's our job to give the algorithms the most obvious inputs make it incredibly easy for the algorithms to understand and that will help us get better SEO results and just to give you a small example of how these kind of ambiguous ideas how much it can throw things off just take a look at running this exact query through the different large language models so this is you know chat gbt and all the different ones that are out there right now and you can tell it really struggles with trying to understand this and that's because it's very ambiguous so all it's going to do is just try to pick the most reasonable explanation here but once again there there's more to this there's a lot of am ambiguous nature to that statement so the point is we want to avoid this we want it to be Apples to Apples and we want it to be abundantly clear when we're targeting our specific keyword so here are a couple examples these are all examples from this exact keyword phrase AC repair Chesterfield Missouri and the ones that I'm showing you here are ones that are not performing well so these are these are pages that are ranking position uh in on page eight and Beyond okay so basically position 80 and Beyond so not very good but it's a really good case study for what example of not matching intent right so Google is naturally ranking this Mercedes page and the only reason why that's happening is because it has parts of the query in it right so this is actually the Mercedes-Benz of Chesterfield so it has Chesterfield in the title has Chesterfield uh Chesterfield in the brand name Chesterfield in the domain name and of course it's based in Chesterfield and then it does have AC repair so Google is naturally going to show this because it does partially match the intent now if they were going to do this right they would be careful with the way that they structure this because AC repair help in Chesterville Missouri that's a very broad query so they'd probably want to add car AC repair to to make that query much more specific so they don't rank for this this would not be a good keyword for them to rank for because the large majority of people that are searching for this are actually looking for HVAC at a residential home or on Commercial properties so this is actually a really bad situation they need to fix this okay another one here now this is actually an HVAC company but once again it doesn't perfectly match the intent so and this is because of the location is off so Chesterfield vers hridge okay different locations intent does not match therefore if someone lands on this page they are not going to get their their query satisfied and as a result that page is going to get really negative user signals and if a page gets really negative user signals you likely will see a decrease in performance at least for this spefic specific keyword phrase okay that makes a lot of sense the other thing here too is it's not just AC repair but they've also combined two different service offerings on this page so the furnace repair and AC repair I don't recommend that and in addition to it installation as well so trying to Target too many different service offerings on one page basically just prevents Google from really ever showing that page because you can't get specific enough and the way to think about this is if you were creating a page for Google ads you wouldn't try to Target all these different service offerings you would get really specific and you'd create a dedicated page specifically for AC repair so you can talk about the problems that are related to AC repair and then offer up a solution to those problems but when you start to introduce all these different things it's hard to create a really hyperfocused sales page or commercial driven page I'm be talking more about that here in a second but the point is is just that a high level matching the intent here is so critical and another one here very similar situation just combining Serv offerings together this one is very close it's almost right where it needs to be but once again talking about Heating Repair and AC repair when this is specifically targeting about AC repair and so you have to think about the mind of a Searcher if someone's air conditioner just broke and they need to get it repaired do they care about their furnace do they care about getting heat no they don't they care about getting their house cooler so by even talking about that you're actually showing kind of a a lack of regard for the Searcher in that way right you want to give them exactly what they're asking for and that's how we actually satisfy intent now here's a perfect example now funny enough this title tag is there's some room for improvement it's very simple it's not uh you know they haven't put a lot of time into the the persuasion side of things but it does exactly what it's required to do which is it matches the intent perfectly right Chesterfield location we're going after and the core service offering that we're going after as well okay so this is this is the proper way to match this and you can even see the URL structure is appropriate for this particular query now I'll be showing you here in a second what a better URL structure looks like but just to give you an idea this is a really good example of how we can match that intent perfectly so just remember Apples to Apples and really dumb it down and keep it so simple for Google and just remember this very simple idea because every time you think about this when you're trying to build out your pages just remember we're trying to make it so easy for the algorithms to understand the pages we're trying to rank and now moving on to mistake number two which is placing keywords in the wrong spots okay so the very first place you want to place our keyword is in that title tag and so you can tell here this is what the title tag will look like in the HTML and obviously you want to try to spice up that title tag a little bit because that's what's actually going to show inside of Google search results and so yes this is effective for ranking it's effective for SEO but it's not necessarily the most effective option for CTR now keep keep in mind CTR click-through rate is largely influenced by matching the intent so when the intent is matched that's kind of just like just to get you into the ballpark that's really the most critical piece that's the foundational element and that will help you drive CTR if you're just matching the intent of the keyword but you can spice up your titles a little bit so very simple kind of variation here to this which is just adding reliable AC repair services in Chesterfield Missouri okay so by adding services in there we're going to be able to capture a little bit more longtail opportunities there in addition to you know all the different variations of keywords that people might search to find this specific solution okay so take advantage of that and take advantage of all that real estate that you get in your title tag okay next one is your metad description the metad description isn't as important because Google does tend to rewrite it but you should at least write a decent metad description that properly puts the primary keyword in the description okay now one important Point here is you don't need to be concerned about getting about perfectly matching the keyword phrase like this so like AC repair Chesterfield MO you can still write it naturally Google and because of natural language processing it understands that AC repair services in Chesterfield MO is the same as AC repair Chesterfield MO right it it it understands that so you don't need to get that specific and often times I'll see people in their content they'll put like this phrase at actually in their content it looks wildly unnatural so just don't do that just write naturally don't write like a robot okay because the the the algorithms are a lot better than they used to be and they're really good at understanding the connections among phrases mainly because of NLP and now natural language understanding which is nlu okay uh so with if you're on WordPress fortunately there's a lot of solutions to easily update your title tag and your meta description so you have yoast all in one SEO pack rank math I've used all three they all do the job so just pick whichever user interface you prefer and that will get the job done for those first two elements so the next piece of this where you want to place your keyword is in the URL structure so just as a general rule of thumb we want to get the entire keyword phrase into the URL it's simple as that so it doesn't matter how you slice and dice it if you want to have folders you want to go right off the root it doesn't make a difference all that matters is that we're getting the primary keyword in the URL so these first two examples up here you have just Chesterfield now the way to kind of think about this is if you did not have any other context you did not have a root domain to look at you couldn't look at the page itself would you know what these pages are actually about right so for this one it it's a clear no right Chesterfield I don't I don't know what that's about right that's just a location that's just a city I have no idea what that that could be about I can make a lot of guesses but I probably would not be right that's exactly what the algorithms are trying to to do when you do this right they're trying to figure out okay what is what is this and the harder we make it for the algorithms the worse we're probably going to perform so we want to make it very very clear uh this one here's a little bit better right AC repair at least we're getting kind of the service offering in there but we're still neglecting the core area that we're trying to service okay uh these two are actually pretty solid okay see this one has got a folder structure with a good kind of keyword Rich URL structure and this one's just right off the route these will both work they certainly can work it's just not my preference uh so my preference is one of these two okay so this one for me is is the ultimate because we have the core service offering and we have the city and we have the state now this is critical per I personally believe this is critical because if you go and look at how many cities in the United States have very similar names there's a lot of them so like there's more than one Chester Field in the United States so there's not just a Missouri there's a bunch you know maybe three or four different Chester fields in the United States so will be definitely geographically variable in this way like the US is obviously very big and there's a lot of cities this may not apply to every country but in the case of the US it's it's pretty W it's a wise decision to add the state modifier in there just so it's clear to Google that okay I understand these entities together chestfield and Missouri these two entities are highly relevant therefore now I understand what this page is about right and another option here is if you prefer the folder structure andless say you're going to have a much bigger website then this kind of folder structure can work really well you could do you know slash Missouri or just slm Mo and then Chesterfield which is the city we're attacking and then AC repair right and you would just swap these out depending on what you're going after so you know it' be Chesterfield then maybe it'd be Ballwin AC repair or creef core AC repair right different cities in St Louis County okay but that these two are in my opinion the best because they they properly put the entire keyword phrase in here and of course this is just specific to local queries but this is the best way to go about it okay next one is the H1 tag so the H1 tag is the tag is the heading that we actually see on the page so if we go back to the title tag this stuff is only popping up in the serps so when you're actually on the page you don't see the title tag except up in the in in the Chrome tab you can see it but for the most part the user isn't really seeing the title tag it's purely designed to show up in Google search results and it's designed to show up in browsers okay but the H1 tag is different because it's actually what you see when you land on this page okay and so there's some evidence that just having an H1 is just generally a good practice um and the as far as injecting the keyword in the H1 there's no proof that having like the exact match keyword like I mentioned earlier uh produces better outcomes so having just some version of the keyword in your H1 is sufficient to rank okay so you want to get that core keyword in there once again you can see I kind of just replicated the original title tag and put that in the H1 that's perfectly fine you can have the same title tag and the same H1 and that works but sometimes it's best to to you know kind of play around with the with both of them you can kind of use different phrasing kind of inject different keywords and that could potentially help you drive more longtail traffic but the point is is get that primary keyword in the H1 and finally we want to get the primary keyword somewhere in either the first sentence or the first paragraph I'm a big believer of putting in the first sentence I would rather just get it in the first sentence and establish the relevance of this page immediately but I've seen it work in other ways too right we've placed it further you know down into the second third fourth sentence but I wouldn't recommend starting to push it too far down like we want to establish these relevant entities right away uh as quickly as we can so I would say in the first one to three sentences is probably a safe bet so those are kind of the core things that we need to do for on like just very basic keyword placement and I'm going to be showing you some more Advanced Techniques here in a second but just to review want to put in the title tag The Meta description the URL the H1 tag and the first sentence or paragraph and that brings us to mistake number three which is focusing on keyword density over topic coverage so so we studied over 1,500 Google search results and found no consistent correlation between keyword density and ranking and we're not the first to come to this conclusion and this is really just kind of a an outdated tactic that people used to use because Google actually Google and really other search engines and other large language models don't need you to do this for them to understand what the page is about right as long as you're hitting the appropriate entities that are directly related to your core topic then you're going to be fine and we actually found that lots of evidence that they're really like the top ranking results for 32 highly competitive keywords no one is being super aggressive with placing the exact match key word at any high frequency okay so the what you want to be thinking more about you know not thinking about how many times have I mentioned blue shoes or let's say AC repair Chester Field in my content okay we that's not a concern at this point we need to put it as I mentioned before we need to put it in our primary spots that I talked about but once you've put in those primary spots now it's time to talk about using NLP okay so rankability is what I personally use to do this and this is the best way to make sure that we're hitting on all the relevant entities that are directly related to that core topic okay and so this isn't just this is not like chat gbt where you go and you can say give me keywords that are related to you know AC repair Chesterfield Missouri that's not the same thing because what that's going to do is it's just going to invent these ideas it's going to make them up based on all its training data and it it can be effective it can be pretty accurate in that regard but it's not as accurate as what's happening here because what we're doing is we're actually looking at the top competitors for that specific keyword okay so we're looking at top competitors and we're extracting the entities in other words just topics from the top competitors and then assigning different waiting to them okay but the reason why this is so important is because what's going to allow us to do is create highly relevant content okay the most relev content that we can create now I'll be talking about this here in a second but just focusing on relevance alone that's kind of just like the first thing we have to do but there is something else you have to do in addition to hitting relevance but I'll talk about that in a second but it's really really critical that' be Point number five but the point is first you want to get the relevance squared away so when we look at some of the competitors we can see how well they're optimized for relevance you can see Yelp is doing pretty well right really highly relevant piece of content highly relevant page same with the these guys okay but what we want to do is think about this is building it in a way that's highly natural so the way that I like to do to build that first draft is I'll take these NLP keywords I'll just copy them over and this is mainly for lower competition more let's say localized keywords that have commercial intent like this I would just create a very simple outline like this okay so you know create the outline with the keyword and then and then put the NLP keywords in here and what it will do is it will spit out a really solid outline now if this was a client of mine the next thing I would do is I would upload their about page and other things that are relevant to their brand their testimonials and I would have it revise this outline okay but for the sake of this argument just to keep it really simple all right so we're going to create that nice outline then we're going to have it actually write that first draft now the word count like word count is not necessarily A ranking Factor but you need words to actually persuade people to do things okay so words are critical because they actually help us sell things so it's not not really a matter of you know Google using a certain type of word count it's more about looking at the competitors to get a rough idea of what we should do or what we should not do and so based on this I always go towards the low end and the reason for that is because with with SEO content I want to practice a lot of brevity I want to keep it really simple really to the point uh and not get super fluffy okay and so we're using the median word count here so we're taking the top competitors and getting the median word count not the average now what we'll do is we'll go ahead and copy this over and on the first try you know you never know how this is going to go but we'll see you know how well it did just on this first run here and it's pretty well optimized right it did its job pretty well you can see um that it's covered a lot of the critical topics and that puts us in a really good position now do not just do this and then just go slap this on your website this view this as a first draft you need to come in here add the unique elements about your brand I'll be talk talking more what that looks like but this is just think of this as your first draft um even for us when we're doing AI content we're still looking at this we're still taking this very very seriously so we start with this this beautiful seed to make sure we're covering the things we need to cover and by the time we're done we'll have probably created at least four to five versions of that original piece of content before it goes live on the website okay but one thing you'll notice that you know this does here is this AC repair Chester Field we're not slamming this a million times in the content right it's only being in here it's in here a couple of times and the cool thing about this is AC repair Chesterfield MO although that's the seed keyword phrase that we used you're not actually going to see that in an unnatural context anywhere okay so when we look at this you see it's not actually showing up anywhere here and that's because it's written in a very natural way and what rankability does is even if there's like if it's AC repair in Chesterfield Missouri it will still count that as the phrase because we know that Google is fully capable of understanding that those are the same things okay so what we're doing here is focusing on covering the topics hitting on these core topics that our competitors are hitting on and this is the very first and the most important step of this whole process is to build the most relevant page that perfectly matches the intent of the keyword and fully hits all of the topics to build a highly relevant piece of content this is the most critical step that we have to get right and the next couple of steps are going to take you to the next level and now let's move on to mistake number four which is thinking that onpage SEO is all that matters so although we're just talking about onpage SEO it is very important to note that this is just one piece of the SEO puzzle there are a lot of other elements that we have to get right if you want to be able to see maximum performance in Google so I'm not going to be able to cover all of these today in this video and I have you know many videos on my channel that you can go deeper diving into these but the one that I really think is the most important if I had to pick one out of all of these once you have content and on page SEO square away it's going to be link building and so there's a ton of things you can do on the link building front and of course I I have dedicated videos to this but one of the biggest ones is getting really really powerful links on trusted websites and so that's when a service like search intelligence comes into play so just go to digital. PR and you can learn more about their service but it's really really good especially if you have a smaller bud or you're working with clients you want to maybe white label this whatever you want to do they're going to be able to get you really really powerful links and you don't even have to lift a single finger that's kind of the cool part about this so they're using a variety of different techniques to get you these really powerful links and these are not links you can just go and buy on some you know link building website or you know shopping a list or anything like that like these are links that you they're really hard to get and so they're using a variety of proven techniques to actually get you some of the best links on the internet and these are these are links that will actually move the needle so you may see here for example that it's you know five links every 3 months but keep in mind one link from the types of websites that they get is the equivalent of probably 15 to 20 links from these kind of weaker blogs let's call them mommy blogs okay so just one of these links can have a far bigger impact so this is where I've shifted all of my link building efforts these days it's just purely to the best of the best I don't care really about volume anymore completely focused on quality so if that's the same approach that you're going then you know making an investment in a service like this can be really beneficial especially if you don't want to have to build out all your your own in-house digital PR systems which as you can imagine can be quite difficult so just go to digital. PR to learn more next up is mistake number five which is ignoring Information Gain and creating me to content so this concept of Information Gain stems from this Google Patent and this is by no means A New Concept uh but it is something that is definitely impacting search results right now it's definitely impacting SEO and the reason there's a you know we could get into the the the reasoning behind this and how it's likely implemented but just to keep it very simple here it's very likely that because of the the influx of AI content and Google trying to combat copycat content they've introduced a new variable that's really looking for pages that are bringing something new to the table adding some levels of uniqueness to the equation okay and so before it used to just really be about relevance okay so you build the most relevant page possible and that ensures that ultimately you're going to rank in Google okay and then there's a lot of other variables obviously but this is at the core at which we would build out our strategy right build the most relevant asset and you know look kind of similar to the competitors and that was okay well that's actually not okay anymore because what we want to have really the perfect formula is relevance plus uniqueness okay so build out a highly relevant asset as I've showed you in this video but then we want to inject elements of uniqueness into that content but we want to be really careful okay because I've tested this rigorously and you can have too much uniqueness so if you start to get a little too unique relative to what people are expecting for that query it means you're starting to go too too far away from satisfying the intent because you're trying to be too fancy or trying to add too much originality in it um and that can actually be problematic but for the most part most people most Pages honestly most websites would benefit from thinking more about this and how they can make their content very unique but just to show you a quick example of how this looks in a practical environment so this is the keyword SEO tools for agencies this is one that I created uh you know in April 2024 and now it's you know it started to age pretty well and I think it's doing pretty well in Google but what I want to show you here is how I did this and what I did is I focused first on relevance okay that's the first thing you have to do is I want to I want to tackle every topic that I can that makes sense and get within that optimal range and all that the opal range is telling me is that I've hit on the core topics right that the the majority of competitors have hit on the top ranking competitors once I have done that then I'm starting to think about okay how do I how do I make this content unique okay how do I add original inputs how do I talk about entities that no one else has talked about how do I how do I add a fresh perspective and I'm doing this as I'm creating the content but what I want you to look at here is if you look at the green this means that competitors have talked about this okay so all of the green means that competitors have talked about these entities these ideas and that's good okay we want to we want to do that but what we also want to see is a lot of white okay and white implies that we're talking about things that no other competitor that's ranking well is talking about and we want that so for example when we look at this you know there's all kinds of posts about this you know you know various SEO software tools for agencies and whatever it may be but pretty oddly you know no one actually is talking about chat gbt and so when I created this at the time no one had even mentioned chat gbt in their content which is pretty wild when you think about it uh but that was a golden opportunity for me to mention that specific tool that entity because no one else had had done it right and so now that's probably not the case people probably have talked about it and now that my content's ranking well I've talked about it so that means anyone who who runs this exact analysis is going to see all of these entities right so if I run this report to get the most current data all of this stuff that I talked about that was new for this query is no longer new okay so at some point I'm going to have to re redo this asset to add more unique inputs and maybe it'll be different tools or different strategies or whatever it may be but the point is like there is this ongoing strategy that you have to deploy so when you do win on a keyword like this by tapping into this you know uniqueness element this Information Gain element it doesn't the game isn't over like you're going to get some good traction for a while but you are going to eventually have to refresh that page to add some unique unique data in there that unique content but the point is focus on both relevance and uniqueness okay so here's six ways to create unique commercial content that drives SEO results and more conversions so the first technique is to use unique anecdotes use cases or case studies okay so this is just a really quick way for you add a lot of uniqueness on these commercial pages so all the ones I'm showing you right now are in the context of AC repair ch Westerfield Missouri okay so these are just madeup examples but I just want to show you what this would look like so you would have a little anecdote about uh you know some sort of before and after experience that someone went through and you would share that story and that story is going to be unique no one else is going to have that story right no other competitor is going to have that story only your company has that story therefore when you add this in here not only you creating a lot of relevance but you're creating a lot of uniqueness you're putting new inputs in here that that the algorithms have not seen this is really important so you can use you know stories in the form of anecdotes use cases obviously and then obviously case studies that could be uh showing actual data okay another one is first-party data so using you know internal business insights using your customer data to to add you know elements in depth to your pages uh talking about your Regional expertise right and then finally talking about new data things that are affective the market specifically that could affect the consumer so all of these things are ways to add a lot of depth to your content and keep in mind you can only do this if you're really focused on creating really good location Pages if you're just trying to scale it out and create as many as you can you're not going to be able to do this but you're also not going to get as good results so the goal is to get good results so sometimes it's better to scale it back and focus on quality over quantity in fact I think that's always the best strategy but just you know some people like to scale this out so I would I would definitely recommend scaling it back and doing this because you're going to create really killer pages okay number three is Geo and service specific testimonials these are like gold okay so you should be constantly trying to acquire these testimonials that are specific to the city that you're servicing and that service offering so these are just you know once again madeup examples but just I've highlighted the entities that are popping up in these testimonials right so Chester and AC and once again Chesterfield Missouri this one's even better you know have AC emergency and then of course the city so the point is like these are the types of testimonials you want to have you don't want just generic testimonials you want them to be specific to that location you're going after and that problem or that service that you have okay and then FAQ is built for trust not SEO okay I see this all the time on the local level people just treat these FAQs as just a way to jam a bunch of words and junk in there to try to beef up their Pages big mistake the FAQ should actually be designed to help the Searcher help the person that's on that page to make an educated buying decision okay that's what they should be designed for so just some quick examples here of what you could do there's so much opportunity here and chat gbt is your friend with this okay it can really help you a lot to build out these hyperfocus FAQs that are actually designed to get a Searcher to know like and trust you right that's what we're trying to do number five is unique visual assets okay so left hand side here generic stock photo okay this will do nothing for you this on the other hand is a unique image that's specific to the job that they're doing specific to the city and this is the type of stuff you want to see it doesn't need to be beautiful pictures this would be better than this right as far as creating uniqueness on the page showing you're actually you know showing before and after of the jobs these are these are the types of assets that you want so this is going to make a huge difference and so this is every local business should be aiming to get unique visuals like this it's going to make a huge difference and then finally creating hyper relevant videos this is critical if you can create videos that are specific to the problem that you're solving and the location you're going to do really really well and so I just you know just messing around here but uh but but the point is is um focusing on entertainment and education in the context of HVAC it's going to be 90% education but just in this small example you can see you can easily make it relevant to the market that you're going after without being salesy without looking just like another advertisement what you don't want is go on YouTube and just use the same exact strategy that you would do for a page that you're publishing on your website right those are definitely more commercially driven but you always need to make your content and your strategy specific and nuan to that platform so YouTube people don't go to YouTube to look at ads and that's why they that's why I pay for YouTube premium right that is not what we're going there for you're going there to be either entertained or educated so this is an example of one that's purely focused on education and this is the type of content that you would be creating as a HVAC business in Chesterfield Missouri and now let's talk about mistake number six which is not optimizing for user experience or engagement so over the last 5 years or so onpage SEO is morphed into something much more complex so it used to be onpage SEO is kind of what I showed you earlier in this training which was you know placing your keywords in the right spots that used to basically be onpage SEO but now we have to consider so many other elements and so onpage SEO is is is getting the structure right so that the search engines can understand the pages really well well but after that we also have to be thinking about the engagement on that page The Experience on that page and so once someone clicks through from the serps and ends up on your website these two things are going to come into play and then the third one would be conversions which I'll be talking about here in a second but these two are they work together okay so experience and engagement are both uh you know they're cousins okay so on the experience side a few things that we can tackle right away is going to be loading speed and design okay and so if we get those two things right then that gives us an opportunity to get engagement okay so we have all these different variables for engagement and this is we want to try to tap into all of these so you're going to see here in a second what we can do but let's look at some examples so this is a website that I ran through Google pagee insights uh actually a specific page and you can see right away before you even think about doing anything else the the lowest hanging fruit is just to improve the loading speed because at the end of the day that's that's going to impact almost everything else it is the lead Domino for experience because if someone can't even load your page all your beautiful design and the seedar row work you've done maybe even your beautiful content none of it is going to matter because they're just going to bounce so getting loading speed needs to be a priority and the good news is once you fix it it's pretty much good for a long time now there can be some degrading performance over time that just tends to happen when websites get bigger but at least for for a long-term you know kind of goal here you're going to be able to have your your site experience and loading speed really really good and that's just to get us started okay so get that right and then let's start to look at some examples here of design focused uh challenges Okay because I'm going to show you here uh after this what it looks like to have a really beautiful cro focused design but design really really influences experience and this is something that that it took me many years to realize as an SEO because I just used to think like oh it's just about content and onpage SEO and like all the geeky stuff but then it's when I started to think about the the design and the experience and the readability and the flow of the pages that I realized that that greatly influences user experience and if the users are not having a good experience on your page they're likely going to either go back to Google or they're going to exit or there's not going to be those positive signals that we need to have on this page and Google is AB absolutely tracking that now so couple things here make sure as far as your responsive design you need to make sure you're always looking at it on different devices so you want to look at the obviously the mobile design but you also want to look at the like iPad size design as well because you remember it's responsive so it's going to be different devices so you need to be checking cross device functionality across all of these and you can tell this is a situation where the you know the the responsive design is just not working correctly right we've got the menu is kind of bleeding into the logo and the calls to action buttons are not resizing and on top of it we've got a bunch of overlapping elements we've got this one over here this uh this review little section here that's not actually working they have a lot of reviews but they're not popping up so you think about as a user you come here like oh they've got zero trusted reviews that's not a good sign so but like it's not even true it's just because there's a technical error on this page and so this is why you know really keeping tabs on what's going on on your website is critical because this is actually hurting their conversion this is actually a problem uh and then on top of it we've got this huge chat box that pops up even though the user did not request it okay so this is really important we don't want to do anything unless the user has actually requested us to do that thing so a lot of websites do this they they pop up a chat box or they hit you with a popup on the first load that is not actually wise you only want to do that once we have clear intent on our website so if this person came to this page and they had scrolled 80% of the way down then maybe showing that chat box might be a good option to get them to move to actually convert right but if you just blast them as soon as they load the page that's that's not really giving them any chance to even see if there's if this a good fit right so we we let the users lead this don't try to blast them in the face with stuff like this so once again design challenges can really disrupt experience and if you disrupt experience you're probably going to hurt your SEO performance uh another one here very simple example this design is not nothing super I mean there's there's some challenges but the one thing that actually really stood out to me was this here which in ux 101 user experience 101 buttons should always look like buttons and this is an example of like uh an attempt to be creative and it's not wise because users they're not used to that and you need to be very very clear on your website and have that distinction between what is a button and what is a link and you're always making that really clear and so you see some examples of this there's a lot of contrast related issues we've got red headings we've got blue calls to action but the blue matches the actual uh design here so it's not creating proper contrast uh we've got stuff cluttered up here that's taking away from the calls to action it's hard to tell if this is one univers call to action or two so there's just a lot of challenges here uh and this here I would just get rid of this little van as the CTA and just make it a specific call to action button so users are not confused okay uh this is an example of adding content to commercial pages that are built for SEO that actually are probably going to hurt the page more than help it um and this is actually you could argue is just first of all it's irrelevant so you're you're talking about irrelevant entities that are not associated with the core topic of what you're trying to talk about which is AC repair in Chesterfield Missouri yeah that's nice you know that uh you know Chesterfield's a good place to live and you know you can play softball and baseball but those entities are not related to AC repair or Chesterfield Missouri like it's not there's no there's no relevance there so this is irrelevant content that's going to hurt your likely hurt the re the uh performance from an SEO perspective but also from a user perspective think about it for a second like if you're coming in here for AC repair Chesterfield Missouri you likely already live in Chesterfield Missouri so you already know about the city you don't need to be educated about the quality of the city because you live here you know all of this stuff already so this actually isn't helping drive any positive conversions it's not helping the user go deeper into the funnel to actually become a client so it there there is no value is the point so I would get rid of stuff like this it does not help SEO it does not help conversions just don't do it uh another one here very simple uh and Hoffman Brothers they do a lot of really they're if you want to find like a good company to model the stuff they do broadly is really really good from a marketing perspective um but the one thing I'll say is and and if you've watched my videos before I talk about this a lot but links should look like links and they should always contrast there should always be contrasts against the tech so they actually have it set up how I like which is like you know black headings with black font the simplest thing in the world on a white background that's the perfect combination uh and this has been proven through many many copywriting and direct response tests over the years uh but the one thing is links need to look like links so if you go and look at like Google's website for example you'll see that their links are clearly that blue right there's that specific blue and they they've they've spent an enormous amount of money testing this this has been widely tested and it's been proven that there's certain like having links that contrast is really really important so I would just change this to you know probably align with the colors probably red but the point is like make links look like links and don't try to like hide them or make them difficult to see uh another one here is just based on huge blocks of text so like on a commercial page this is you know maybe there's some good stuff in here and that's all fine but the problem is on a commercial page it needs to be structured for conversions need to be structured for for readability and so what's happening here is we're not giving the user any chance to convert right we're just giving that like here's a bunch of huge information we know people on the internet uh they skim before they commit to reading so all of this right here most people are not going to commit to reading all of this and although there's good information it's the way that it's designed the content design that's going to cause this not work the way that we want it to so I you can use this content but you need to restructure in a way that's easy to digest and consume and more than likely on a commercial page you can probably cut a lot of this down I would be thinking about elimination not adding more to the page uh another one just you know old school stuff here once again this kind of goes back to what I was talking about before like if you're searching for uh AC repair in Chesterfield Missouri you don't care about any of these other cities right you like you're looking for a company that is in Chesterfield so when you see all these different cities you're going to be like why what I don't need this I don't need Eureka like it doesn't make sense and so this isn't actually adding any value for the user that ends up on that Chester Field page right it's not actually helping Drive conversions in any ways so this is not going to benefit SEO either this is just this doesn't do anything so this is just going to cause you to not perform the way that you would like from an SEO perspective and it's not going to help drive better conversion and finally let's dive into mistake number seven which is forgetting about goal completions okay so I already talked about engagement and experience so now let's talk about the conversion side of this and keep in mind engagement and experience influence conversions but there are some like conversion Focus elements that we do want to get hyperfocused on now this website I think is this is one of the best websites I've seen on the local level in a long time this is like they're doing basically everything right I mean it's like and I don't say that often like this is it is really really a beautiful website I I I would love to know who's actually who built this um because it's great this is there's so many good things about this and one of the things right away that I noticed is like beautiful emergency option here right above the fold so they're prioritizing that because they know that's that's a really important point so they're putting above the fold nice call to action then we've got another call to action here we've got beautiful social brof above the fold so we're establishing trust right away uh and then more social proof with a great headline a simple sub head headline and then once to get another call to action now funny enough another subtle call to action right here with their phone number um and the other part I like too is the beautiful image that actually is specific to their brand so not using a stock photo like actually going and taking a beautiful picture uh and and and really showing some subtle elements here so overall you it doesn't get much better than this honestly this is about as good as it can get this is really really good I don't even know what I would do differently honestly and then this part I just love this section so much this going back to earlier in this video I talked about getting those unique branded images like someone actually on the job this is perfect this is actual technician from the company this is the type of image you should have don't go and get a stupid stock photo like don't do that like get actual get an actual employee on website okay that makes a huge difference and then just a nice once again another great you know content-rich section but doesn't feel overwhelming it it does its job it's simple and this is great so now that you know these seven common onpage SEO mistakes it's time to take action fixing these can transform your rankings your client results and ultimately your agency success so if you're ready to build predictable systems that consistently rank your clients at the top of Google got SEO Academy is built for agencies just like yours so whether you're looking to streamline your processes deliver better results or scale your agency without the guesswork this program gives you the proven framework to do it so just click the link in the description to apply today and join hundreds of agencies who've leveled up their SEO game and scaled their businesses using these systems
