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right okay so this is me and II drink , watery'm an SEO consultant based up in , Chester and I have been in the market , now for W years which feels like an , absolute lifetime specialize in a few , different areas technical Switch is , loosely what tonight's is going to be , based about online reputation management , so if you'verve done anything naughty , Google's found out about it and your , resort so there I helped bury them and , SEO auditing which will Andrew will talk , about little bit later on as well I , think and so we'll have look at other , things do as well so Aim one of the , co founders of SEO Chester which is a , similar sort of thing meetup that we , have once a month up in Chester with , Mike dielectric Campbell who's sat at , the back and if anybody was following , the Twitter conversation last night , tonight is with with all the numbers , here Craig is is the person that is , responsible for that and everybody's , here because Craig is coming down to , meet them again so we're so we're so , fine so thank you thank you for coming , down and humbling us as well with your , presence as well okay so what else I do , as well , Help out on Moss with their Q&A forum , so anybody's got any problems issue son , SEO then I'll always try and sort of , chip in if Icahn do there as Welland , I'm also sort of be doing a little bit , more in terms of webinars with with , smash recently as well anybody that , knows me knows that I live on Twitter , I'm always on there pretty much W/7 , alternatively if anybody ever needs to , get hold of me you can do so were , through the through my websites as well , now tonight what I want to talk about is , something that's has been a bit of us , like an ongoing job which to myself and , Andrew as well about internal linking , and it'something I do an awful lot of , tweeting about and I'd lo veto share , results from from clients let's see what , they're actually going to were to get , from this so internal linking it's a , very basic level is telling Google which , are your most important page sand from , these most important pages trying to , make sure that people understand the , this is like the actual structure of the , sites as well so it's the structure is , for Google the structure is for ease of , use if you don't have all of these then , you maybe sort of destined to failure a , little bit so these are all live results , that Have had over the last sort of , six months and as you can see they're , sort of one suit was this one forty , thousand results through internal , linking we gits five positions to number , one for rare for us with forty thousand , searches each month this is another , example of client's thirty three , thousand searches a month where I'vie , added the internal links now then this , particular one you have to you have one , of the things you'begot to think about , with internal linking is you don't want , to just try and pull this out of nowhere , it's got to be something that makes , sen seas well so with this particular , one there had to be some additional , contents added to the hub page in , question and then the DE final fetch as , Google and then we saw a lovely traffic , spike at the end of it which is which is , sort of continued to were to stay where , it is and another one just before , Christmas which I was very very pleased , wit hand another one thirty three , thousand search results a month , incidentally if anybody's wondering , where I get these numbers from this is a , tool called acre anchor which some may , mayor may not know about as well again , internal links doing amazing things for , me and a fin alone there this one I did , the same sort of thing internal links , again doing what they should be doing , but there was also a few problems with , the site as well this one's actually , continue to grow a little bit as well , past past that where we're at at the , moment , so the word for the word problems from a , technical point of view with the with , the sites as well now then the first , thing is preparing your site , it makes it difficult for everybody , including Google as well if you'vie goat , site that is not well structured and , this is using a tool called site bulb , some may or may not be aware of it sigh , bulb ISS tool that you will literally , run on your your computer Mac PC , whichever it is and it will actually , show you the structure of your site , which is a really big help when you're , looking at these sorts of things now , this is a pretty much a good example of , a site that's well structured can see , no real problems with this you'vie got , your home page right in the center , you'vie got your your primary pages , around the outside and then you'vie got , your supplementary concept which so , which sort of sits outside of there as , well this one on the other hand there's , an absolute nightmare to try and pick , away through as Welland this is this is , a client that's ongoing at the moment so , if you look here you can sort of seethe , home page that's all down there in the , muscle at the bottom half and from there , you have pages interlinked you'vie got , content interlinked and the furthest , reaches up towards the top right there , are actually W clicks away from the , home page so this was actually result of , them trying to be Little bit smart , with Google and say rights okay well I'm , going to create lots of pages lots of , contents all about the same subjects but , we'll change the title a little bit will , reword the contents a little bit and , what they'vie ended up with is a page , that should have Noah site this should , have no more than about W page sand , the net result of this is including all , the blogs and the archives and , everything else it's there there's , things about W,W there at the moment , so so I'vie got a task for them at the , moment which is to basically pull down , all the duplicate content and make some , sense of it and then we can we can go , back in as well okay so what would , good site structure look outlook like , this would be the ideal for everybody , you'vie got your home page you tier one , which could be your your primary , category pages then tier two which might , even be at this level might Beau product , pray pages but for most people if it's , an e-commerce site that sort of thing , you might find tier three is where your , product pages are actually ads , and the reason you do this is twofold , you do this so you make it easy for , yourself and then you're going to make , it easier for Google if you'vie got a , site that'halfway decent everybody's , going to be able to find the way around , this no matter what but for an internal , linking point of view you're going to be , wanting to link from maybe your tier 3 , back to your tier web pages themselves , this is going to make it a little bit , easier to say to Google these are the , important pages that I'vie actually got , to show you okay and then hook pages , this is one of the the big primary areas , you're going to be looking us with any , internal linking structure is home pages , and your hub page is your primary , keyword page now then that is going to , make it difficult for some sites that , arena't structure particularly well at , the moment or it might even be that you , say writes okay well Indeed to make some , change snow at this point I decided that , we need to actually create structure , whereby we have pages that actually , means something it's who were to those , that are searching so it might be that , we have here a whole page right on lawn , mowers what's not a hot page and please , don't call me out on this if this is , wrong had no idea of Massey Ferguson do , these massive figures W ride on , lawn mowers that's going to be a product , page not hub page again Morphy , Richards silver quick boil kettle your , hook page is going to be quick boil , kettles so it's a case of looking at , your sites looking at the product I'm , looking at the service and say rights , okay well this is what we do these are , the primary keywords so there has to be , a level of keyword research that's , actually gone into this and for the , keyword research there again an umber of , tools that's that you can use you can , inasmuch you can use Google there are , specific tools that's on this route , there you can actually do to use to find , this as well but it's all going to be , about creating your hub pages at this , point now then if you get this mixer , mistaken and if you starts creating , product pages instead of hook pages then , what you're going to end up with is lots , and lots of products that people don't , really search for you want the big , keyword terms you , we want the terms ride-on more loyal you , don't want the term as a Massey Massey , Ferguson rear-engine Drive lawn mowers , though with the grass cutters that's not , what anybody want sat the end the day , that's no that'snot where you're you're , so like your numbers are out okay so , once you'vie identified your hub page sit , helps at this stage to actually pop into , Google now then I'll use Google as an , example here because this is free , anybody can do this with with the , website and you can use the site , operator site column if you use that and , I'vie sort of picked on mode direct , because that was a perfect example for , this because they actually have haven't , sort of done this right as well so if , you use site colon mode direct code at , UK and then put your primary keyword in , there that you actually want to find , what that will show you is that's their , hub page that's the main page that they , actually wants who were to be ranking in , google that is the next most prominent , page for that particular phrase so what , you're going to be wanting to do now is , you're going to say rascals what want , to actually create internal links from , these internal pages but strong internal , pages back to the primary hub so that's , is what they have actually done here as , well but hook page you can't get away , with just having an internal link on a , hub page it's so sorry put on a prior , primary page it's Giotto be something , that has an internal link like that but , surrounding contents as well if you just , add lots and lots of keywords internal , links to primary pages throughout the , site chances are Google's not going to , take a blind bit to notice because it's , one of the things we know from Google is , they're all about making sure that your , content makes sense if your content , makes sense to people it makes sense to , Google if it makes sense to Google then , you're going to get some benefits from , doing so as well so you would add an , internal link at this point fro ma , particular Page product page it could , be something along those sorts of lines , and it actually is it from an e-commerce , point of vie wit could be one of the , actual products that you can actually , try , to sell at the moment okay but and if we , look back again we're onto your , supporting content they'vie got are ally , good page at this point they'vie got a , page that explains about the the best , lawn mowers they'vie got a page that sort , of talks to people about the products , itself and then they'vie got this ride on , tractor mowers which is sat there in the , contents as well and they always say and , I'vie had good results with this myself , with an internal link try and get it , within the site there the the photo , above the fold with the any of any of , the content you'vie actually got up there , if you bury it down the page if you bury , down the sides , Google's going to look at it and think , well you'vie buried that it'probably , not something that we should really know , about okay and here we move on to how do , you decide which keywords that you , should actually use and this has always , been something that's has sort of drawn , discussion in various sorts of fields , internal linking for me this is what's I , find that the mobile works but I will , probably myself , reevaluate this in six months because as , we know Google's always updating , thousand fifteen hundred updates a month , something's going to change at some , point we're going to see something so , your primary is going to be this this is , your primary keyword you're looking for , the the big money term which is ride-on , lawn mower or ride on lawn mowers that , is going to have the lion's share of the , searches for this particular phrase if , you want to then use another internal , link you do sort of twenty percent of , these to have something like ride on , tractor lawn mower because again this is , another search term that people are , using for this particular rare this , particular product but again it's right , on lawnmower that you want so you have a , part match for the phrase itself right , on lawnmower right on track to lumber if , you go for hundred percent exact , keyword match Google's going to look at , that and they're going to see exactly , what you're doing , and they're going to mark you down for , it I would then us ea ten percent for , the remaining to ride on sorry ride on , rear , again it'another phrase that people , use to actually find these particular , products you want to let people know , that this is something that's that's of , interest it's something that'related , to it as well of course it is yeah'm , happier of course yeah of course yes so , a hundred percent would be using nothing , but the phrase ride-on lawn mower so if , you use ride-on lawn mower for every , single page that's being used as a power , page to where to power your hub pages , that's not going to work for you that , that'll work hogties , quite against you you need to vary it , but you need to vary it so that there is , still some there's still some some main , content in there as well so so Google , understands that the big the big note , term that you're after is right on lawn , mowers , so trying sort of area yes absolutely , absolutely yeah yeah okay so you'vie got , your ride on lawn mower and you'vie got , your tractor right on track to lawn , mowers right on rear-engine lawn mower , and again like say so you'vie got that's , that's sort of moving into the terms of , you cite your long tail search stance , could people will will search for that , peppering't necessarily going to , search for best ride on lawn mower after , 4 they might doubt the search , terms for this are actually quite lo win , comparison to ride on lawn mower , so for these it's about you supporting , content it's about making sure that you , have something in there this explains , what you're trying to do explains to , Google this it's still about ride on , lawn mowers , but it's another elements of ride on , what mower sand the gain those are just , explained I said this is this is done to , keep everything as natural as possible , it's the same as if you look at external , link building you very things you keep , things varied to make sure that the , people understand so that Google , understands and to keep it keep it outta , penalty so tools that you can use now , then obviously the fir stone that'high , I showed you as well was using Google so , Google is obviously free for everybody , who wants to were to make use of that , I'm just using the the search operators , but there are others as well which are , very very beneficial and I would find , this job very diff , if I wan'teasing sight bulb not an , expensive tool think about W pounds a , month something like that and it will , give you apart from the fact that you , can do a psychic and all this on your , website it will give you this , visualization of your sights as well , which is the primary reason that said , this I actually Havel apart from , the fact that say it's good for audits , as well , aah refs are moving very very quickly , through the markets at the moment , everybody is saying right ago we need to , have ankh refs account , aah refs is predominantly for link , building and to to find your back links , mods used to be up there MO is now , falling by the wayside a little bit , people arena't trusting the metrics as , much sores is where people are going , but they have a tool in there they have , one particular tool within the aah refs , which allows you to find your most , popular and your strongest pages based , on links so if you're looking to find a , little bit more eggs a little bit more , of an example of which of your popular , pages login to aah refs which USN't the , cheapest one around unfortunately , suppose W pounds a month but if you , want to sort of see which of your site , which your pages are ranking well then , that's Good one to go for Smash , everybody knows overmuch I think , everybody knows overmuch and whilst , you would't use it particularly to find , internal pages within the site itself or , to get an idea of which your strongest , page sit's is very very good for keyword , research again there are other tools out , there which you can actually use this , for but serial she's probably my my sort , of first point of call on crawl and , have to give um koala mention because , I'm one of their ambassadors so where I , said probably get sold off if I did't , say that , what's on crawl have actually sort of , done some really good work recently as , well and that they actually have now an , internal link report which has only , really sort of come on board within the , last two months there are there ab outs , and their internal link report gives you , two things you have a visualization , which is not as quite as good as the , visualization you get with sight bulb , but it will give you an idea and it will , show you how your site is linked here , sort of it starts from a so like , circle and shows you how everything is , sort of , for me within there as well but , ultimately the internal link report will , show you which pages filling from where , and then finally good old search console , and search console has one particulate , which is your most link to pages as well , so if you want to know what your site , looks like if you want to know how , people sorry how we have the sites , actually interlinked at the moment then , what people tend to do is actually log , in to search console look at the report , itself and then say right okay well I , can see that there's too many pages , interlinked to a particular product page , a particular category page so you may , want to make some changes around that , because if you have internal links , everything going to a category page that , you don't really want to have the , products ranking well for then you might , want to make some changes and that's as , well okay so internal linking to , summarize that is all about making sure , that everybody is is happy , Gus Google that's visitors crawlers , whoever Otis understands what it is , that you're trying to actually get , across the Google there's no point in , having pages upon pages upon pages that , actually make no sense to anybody , importantly Google as well because at , the end of the day it's all about the , rankings that's what we're going for so , so yes that's that'same Don there there , Andrew .
