16 user experiences

That is the reason, why you should target long tail or very specific keywords on
your

website to get the most converting organic traffic.

Have you ever wondered, how can a newer website outrank an established website?

Let’s see that in the next lecture.

why experts recommend to target long tail keywords’, lets see the
Broad keywords can be divided into two main types.

i.e.

Navigational and then General

Most of the Broad keywords are of navigational type.

For example if you want to go to a website such as Facebook or Amazon it's less
likely
that you type facebook.com directly in the address bar of a browser.

Most of the users just search for the term ‘Facebook’ on Google and then they click

the 1st search result to go into the website, Facebook.com.

the 1st search result to go into the website, Facebook.com.

So, they are navigating to facebook.com through the broad keyword Facebook.

That's why these type of broad keywords have got the name ‘navigational’.
Other than navigation, you have got general broad keywords such as ‘Sales’ or ‘best

processor’ or ‘top monitors’.

These are some other broad keywords.

Now let's enter into the long tail keywords.

Long tail keywords are mainly of 3 types.

They are Informational,

Transactional and again comes General

Now, let's see an example for informational long tail keyword.

‘How to use a smartphone’.

Here you are searching for some information out of a blog or a website you're
going to visit

So basically, you're just searching for information.

That's why these are called informational long tail keywords.

Now, let's see an example for transactional long tail keyword.

‘Buy graphic card online’ or ‘buy LED tv online’.

So basically, you're just searching for information.

That's why these are called informational long tail keywords.

Now, let's see an example for transactional long tail keyword.

‘Buy graphic card online’ or ‘buy LED tv online’.

Here you are trying to buy something or you are trying to make a transaction and
you want

the best advice or the best site which has got the product with the lowest price.

That is why you are searching with the keyword ‘buy’, right?

Since, you are trying to make a transaction, these long tail keywords are
categorized as

transactional long tail keywords.

The last category of long tail keyword is general long tail keywords.

Here comes an example for general long tail keyword, ‘ecommerce WordPress
website’.
This keyword has got three words.

This neither informal nor a transactional long tail keyword.

Whereas if you add ‘how to create’ in front of this ‘ecommerce wordpress website’

If you have an e-commerce website or an online store, that is selling products, then
you

should target transactional long tail keywords.

Whereas if you have a content based website or blog then you should target
informational
long tail keywords.

 how to do competitor research in the right way.

Now let me start with spyfu.com This is one of the best SEO tool, I have ever used
and

the interface is very very user-friendly.

Before starting with this tool, let me make you aware of the purpose of this lecture.

We are just going to collect a list of competitors and similar websites to the main
competitor.

We are just going to collect a list of competitors and similar websites to the main
competitor.
If you don’t know any competitor website in your niche, then find one manually by
searching

your target keyword or your website’s core topic on Google.

Let me assume that I am going to start a ‘technology website’ i.e I will post news
and reviews

of latest gadgets or technological items.

In such case, let me assume one more thing too, i.e, I know only one competitor in
that

category and that is Engadget.com.

Even if I don’t know this engadget.com, I would have searched for ‘technological

news and reviews’ on Google and I would have chosen any one of the top 5 search
results

as my main competitor.

Once I have finalised engadget.com as my main competitor, I searched for

engadget.com in

Spyfu.

Along with the other details that spyfu gives me, the main information that I get
from this

SEO tool is, it also displays other competitors to engadget.com.

I started with just one competing website and now I have got another 5 competing
websites

or competitors.

You just need to make a list of all the competing websites, that we are going to see
in this

lecture, for your first chosen competitor.

Once we have completed making that list, then we can see the top-ranking
keywords of all

these competitors.

Now let's move on to the next SEO tool alexa.com.

Let me scroll down to browse top sites and enter Engadget.com.

You don’t need to log in or purchase this tool to use, what I’m going to
demonstrate

now.
Alexa also gives many details similar to spyfu.
But what I am concerned here is, the sites that are related to engadget.com.

Here, I get another 5 websites that are similar to engadget.com.

But some of these websites might get repeated with the list of similar sites shown
by SpyFu

such as, theverge.com and digitaltrends.com.

So you need to analyze and shortlist the unique websites that you think, as your
competitor.

Now let's move on to the next tool i.e.

Similarweb.com.

I have searched for engadget.com in this tool too.

You can directly come to Competitors, where you have got two types of
categorization.

One is the ‘similarity’ i.e. this suggests websites that are very similar to the content

that are published on engadget.com, whereas if you click on ‘rank’, then you will

get websites that are on similar range of domain authority as well as having similar

content to engadget.com.

As far as I know, Similar Web is the best tool even out of the three SEO tools that

I have suggested in this lecture, to get the best list of similar websites that you are

competing with.

If you practice this lecture, then you could have got some 10 to 20 similar websites
or

competition websites to your niche.

Do you know, how you can have a sneak look on the top ranking keywords of our
competitors?
What you should review

 Which of the following is the best readability score?

Lecture 0 Why Technical Factors matter in SEO?

 If you don't give meta description what will happen?

Lecture 15 SEO Factor T1, T2: Impact of Headings and Meta Description

 What Matt Cutts said in 2012 about exact-match domains?

Lecture 19 SEO Factor T5: Keyword in Domain Name

 What is PMD

Lecture 19 SEO Factor T5: Keyword in Domain Name

 How many heading 1 tags you should add to your post to follow my best practice?

Lecture 16 How to Add Heading tags and Meta Description

  For the keyword "ecommerce website", 'myecommercewebsite.com' is a/an?

Lecture 19 SEO Factor T5: Keyword in Domain Name

 Which type of websites should implement HTTPS?

Lecture 20 SEO Factor T6: HTTPS

Continue
Retry quiz

 Overview
 Q&A

Why Technical Factors matter in SEO?

 An Introduction to few technical factors that will increase search engine

ranking.
 What are the importance of Technical factors in Search Engine
Optimisation? - An overview
 Which is the best SEO content in recent days? - How to get better
ranking with simple techniques. - An outline

Existence of H tags

Existence of H1 and H2 tags in your post has become a prerequisite for

a good ranking because of increase in correlation factor.

For a better search ranking and user experience, the recommendation

is to keep only one heading 1 in your entire post and you can assign
multiple heading 2 and heading 3 tags, to several other headings.

Existence of Meta Description

 Meta description is very important for a post / page / website, because
it will

 help optimizing the search engine result,

 help organizing the landing page content,
 improve the user experience, click-through rates and bounce rates and
if not used, it may lead you to technical disadvantage.

H tags in User Experience + Brand Factor

It is recommended to use heading tags as well as the meta description

tags in your post because it increases your ranking in the search
results.

The existence of an teaser like meta description is important, because it

induces the user to click that search result compared to any other
search result, which in turn increases your CTR.

If you need to reduce the bounce rate and increase ranking, segregate
the content with heading 1 and heading 2 tags, as it's easier for the
reader to read / navigate and they can directly go to the required
information section easily.

Domain SEO Visibility

If domain SEO visibility score of the domain is too low compared to top
ranking websites, the chances of appearing in the first search result for
popular, high competitive keywords is very very less, even if the
content of website is optimised for searched keyword.

So it is clear that importance of domain SEO visibility is much more

higher than optimising your page for a popular keyword.

To increase domain SEO visibility, first increase the number of backlinks

from high authority domains and then improve the popularity of your
 brand name, which in turn will increase the ranking of website for
several popular keywords.

Keyword in Domain Name

The domain with a keyword in it, gives lower ranking compared to the
ones which don’t have keyword in their domain name, since the
correlation factor is -2%.

If you are going to buy a new domain, don't look for the keyword in
your domain name instead build some new brand name and attain
higher domain seo visibility or authority. Because, instead of giving a
search ranking boost, it will push you behind in the search results.

HTTPS

If you want your website to be supported with HTTPS protocol, then

you need to buy a SSL certificate for your website

It is advisable to buy a SSL certificate for every website, because

Google says that as a ranking factor

HTTPS is technically important for sites dealing with purchasing

processes or sensitive client information because

 it increases trust, especially for websites with security payments,

 protects against Phishing and hacks,
 increases conversion rates

Free SSL or TLS certificate is also available, which can be used for
websites, which doesn’t deal with sensitive information.

The downside is that the implementation is a time consuming one and

it requires the modification of link structure of your entire website.

Follow this Wpbginner guide to move from 'http' to 'https' - 

http://www.wpbeginner.com/wp-tutorials/how-to-add-ssl-and-https-
in-wordpress/

Search Volume of Domain Name

For analysing the search results with search volume of domain name,
there is a tool available in Google adwords, which is called Google
Adwords keyword tool or keyword planner tool.

Though the searched keyword is not much more related to a website,

that website can appear first and second in search result, because of
the search volume of the domain name, which leads to more domain
authority.

In order to appear first in search result, first you need to optimise your
content and then attain domain popularity or domain authority and
finally you will come up in the search result for every related keyword
of your website.

URL Length

Google has started to show the precise URL related to the search
query.

Correlation factor has got reduced from 15% to -3%, and so, URL
length should be reduced from now on, by reducing unnecessary
parameters.

Mostly, first search result links to the home page of top level domains,
that's why the URL length of first search results are always lower.

Site or Page Speed

Mobile sites speed are comparatively faster than desktop sites speed,
because mobile optimised themes or the mobile exclusive themes are
 comparatively lesser in file size and also mobile version of desktop
themes are generally minimalistic, simple, clean and fast.

Pagespeed is very important in User experience point of view

 as 1s delay decreases customer satisfaction by 16%,

 consumers expect a web page to load in 2s or less and
 abandon a website that takes more than 3s to load

mplement these Technical SEO Factors on your website

Page Speed matters a lot in SEO as well as User experience. But it's not that simple
to do. That's why I have dedicated an entire section for that. You'll learn how to
improve your website's page speed in the next section

Other than this Technical SEO factor, let's implement the rest of them, now.

Questions for this assignment

Add Meta Description to the posts and pages on your website (Add for a
minimum of 3 posts or pages)

Add Headings using H tags to your posts / pages and make it easy to read /
digest 

Go to https://suite.searchmetrics.com/en/research and check your Domain

SEO visibility score.

Go to http://www.names4brands.com/ and Find your new brand name, if you

haven't bought a domain already. Or If you already own a brand / domain
then just post your existing one.

Move your website to HTTPS. If you don't know how, then follow this guide
http://www.wpbeginner.com/wp-tutorials/how-to-add-ssl-and-https-in-
wordpress/ or ask your hosting support.

Using Google Keyword Planner Tool, find out the 'Max Search volume range'
of your domain name and also the the domain name of your direct
competitor, if you have any

Here is My YouTube Video: Free Access to Google Keyword Planner Tool

without setting up Ad Campaign

For those who cannot access keyword planner on your existing account: while
you are setting up your 1st campaign, just open a new tab and go to this link.

Change to a SEO Friendly URL Structure. Follow this guide, if you need help
http://www.wpbeginner.com/wp-tutorials/seo-friendly-url-structure-for-
wordpress/
Caution: Add Free TLS certificate to
your website
CloudFlare is not just a CDN, it's much more. You could have learnt,
how to configure CloudFlare for your website, in the previous lecture.

Here is the link to CloudFlare

Very Important
I have clearly mentioned in the previous lecture to check 'https' on all
links of your website and WordPress dashboard before choosing 'Full'
option in SSL section under 'SSL/TLS' tab in Cloudflare. But students
are not taking that seriously. If you choose 'full' without testing 'https',
then you can't access your website / dashboard at all.

So beginners or first time cloudflare users or newbies to 'https' or

not-so-technically sound WordPress users, follow the configuration
shown below carefully,
You can install a paid SSL certificate through your hosting server or a
free SSL certificate using Let's encrypt through your hosting server. If
you don't own a SSL certificate yet, then you can create a free TLS
certificate in Cloudflare (even in free plan).

Under SSL/TLS tab, under "Origin Certificates" section, click 'Create

Certificate' and follow the onscreen procedure, to create a free TLS
certificate via Cloudflare. Even if you install a TLS certificate via
cloudflare, you need to install a free / paid SSL certificate in your
hosting server.

For detailed guide on creating / installing this TLS certificate on both

cloudflare and your hosting server follow this official guide

For Siteground Users

Before you start integrating Cloudflare into your website / hosting
altogether, go to cpanel and disable the the free / basic cloudflare
option.
 Create a Sitemap for your Website

 What is sitemap?
 How to create a sitemap?
 Which plugin to be installed for creating a sitemap?
 How to install and activate the plugin for creating sitemap?

How to Add your website to Google search Console?

 How to add a property or your website to search console?

 While adding your website to search console, Google will ask you to
confirm the ownership of your web address. Don’t worry this lecture
contains step by step clear demo of
 What are the methods available for verifying ownership?
 Which is the best method and How to verify successfully?

How to Add Sitemap of your Site to Google Search Console?

 How to add your sitemap to Google search engine via search console?

These are the topics we have seen in this secti