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-Hey Thrivers, Daniel McKenna here, and today we're with Clay Clark and Thriver of the Month winner David Grossman. Today, Clay's talking about search engine optimization and mobile compliance. What determines your rank in Google searches?
This lesson could be huge for your business. Clay is going to show you how to specifically optimize your website so that you can land on the front page of Google and beat out of your competitors on the web. This lesson could realistically mean thousands and thousands of dollars for you. Really.
I won't waste your time any longer. Let's go.
-All right, today we're talking about search engine optimization and specifically, we're focusing on that issue of mobile compliance-- how to optimize your website to sell more stuff-- and we are joined across the way here with Super Dave all the way from the great state of--
-Connecticut. And he's our Thriver of the Month twice, and he's here because he was asking us, well, how does this whole mobile compliance deal work? There's all these websites and blogs that are always talking about how Google's updating and they're making these changes, and the reality is-- and I always tell people this example-- is it's like your mom, she says, don't reach into the cookie jar.
Don't grab some stuff out of the cookie jar. And you're in third grade, and you're like, OK. Mom leaves, you sneak over, you get a cookie or two, she doesn't notice. Next day, you have a cookie or two, doesn't notice. Pretty soon they'll all gone. So Mom's like, OK, I know you took the cookies. Now I'm going to set up some new precautions, now I'm going to-- now Mom installs a camera to watch you, now Mom's got like-- then that doesn't work. So Mom sets up a laser trip wire system, and pretty soon Mom's got little non-lethal landmines that explode as you try to grab it, and Mom's tasering you.
And the thing is Google's trying to keep their search pure and good. They're trying to make it where every time that you're searching for something, you don't find the wrong thing. They're trying to make it where if you're using your mobile phone, you can find what you need to find. They're trying to make it where it's a great experience.
And so I want to go ahead and get started here with this notable quotable, and then we'll dive into it. Today, the notable quotable I'm going to read you is from Sir Isaac Newton, and he says, "If I have seen further than others, it is by standing upon the shoulders of giants."
Well, what does that mean? What it means is you can learn all this quickly by watching this, or you can reverse engineer the people in your market who are topping Google. So Google your competitors, look at their site, find out who's coming up top.
So basically, go to your market-- let's say you're a remodeler and you're in New York, just Google New York remodeling and find out who comes up top in their search, who comes up top in your search, and reverse engineer what they're doing, or you can apply the principles we're teaching you directly here.
Now the thing about Google and what we're talking about today is there are four core principles you have to understand in order to get to the top of Google. There's not 15, there's not 75, there's just four. So I'm going to give them to you.
Principle number one is you have to have a Google-compliant website, and you have to cough whenever you are pausing. No, but you have to have a Google-compliant website, and what that means is your site has to be built the way that Google likes it, not the way necessarily that you like it.
The second thing is you have to have more backlinks than your competition. You can't have less backlinks than your competition. What's a backlink? We'll get into that, but you have to have more backlinks than your competition.
Now the third is you have to have more original content. What do I mean by original? I mean copy, it's basically copy, content, text-- HTML text if I want to nerd out a little bit there-- but it's text on your website that is not an exact duplicate of somebody else's.
And the fourth is now you have to be mobile-compliant. Mobile-compliant? Yeah, there's all sorts of research and stats out there that are showing that people like you, people like me, people like him, people like him-- people are using their smartphones to search for things.
So perhaps you are an alien and you're watching and you don't use your phone to search for things, but most people-- if we're going out to eat and we don't know where to go, we pull out our smartphone and we type in Tulsa restaurant, New York restaurant, New York City restaurant, Brooklyn restaurant. When I was just recently in Brooklyn, and we typed in Jamaican jerk chicken in Brooklyn, we found a little place over there by the Barclay's Center. And that's how you do it.
So the thing is most people are searching via their mobile phone, and so Google has changed the rules a little bit so that way, people who are using their smartphone can have a good experience. They don't want sites that are not mobile-friendly to come up top in the search engine, because basically, if your site came up top of the search engine and it looked horrible on a smartphone, you would eventually stop using Google and you would start using one of their competitors, or whoever was the first one to make companies be basically compliance to mobile-friendliness. Does that make sense?
Because on your phone, you're looking at something on-- we have a screen right here, this is a big screen, but when you're using a phone you have a little small screen. And so what we want to do is we want to be able to build a site that looks great, that comes up top in Google, but that also looks great on the mobile phone.
And so we're going to get into some of those specifics today, and we have Marshall Morris-- some of you might have talked to Marshall before-- we have Marshall Morris here, he's going to be our driver leading the way on the keyboard, on the mouse, he's making it happen. And so we're going to dive into it.
So the first thing we need to do-- the first principle we need to do-- is we need to have that Google-compliant layout. And there's a whole bunch of features underneath this, and I'm going to walk you through them because it's a lot of nerdery, it's a lot of stuff where you might go, what are you talking about? So we're going to get into it.
The first thing I want to do-- can we go ahead and pull up a Google search for an actual search that we're doing? So let's pull up an incognito window. Now just so you know what incognito is-- most people are going what's incognito? Let's go back to basic Google, let's just go to Google. Just pull up a Google tab real quick here.
CLAY CLARK: So if we're in Google, and we click in the very top right of the screen-- your very, very top right-- you'll see three little bars. And it lets you choose incognito mode. Boom. So we clicked it. Incognito mode is a mode where Google's not tracking your search results allegedly. We know that they're working with the government to spy on us and stuff.
But the point is, they're not supposed to be keeping track of your search at this point. And so basically, your biases, your searches, your tendencies, your nuances, your cookies, the things that show your search preferences will not affect the search. Then once we've pulled up an incognito tab, we want to search for the term that we want to optimize for.
So let's say that you are in fact a contractor, and you are in Tulsa, and you want to dominate the Google search. Go ahead and type in Tulsa space contractors. Hit Enter as most people do on their smartphone or their computer. And when they do it, boom, who comes up top? We got this Home Advisory at the JK Restoration. You've got the Better Business Bureau.
Scroll down. OK. Scroll down and keep going. These are the guys who are coming up top right now. And so if you were in the Tulsa market, you would want to be top from this term. You'd want to be top. You'd want to be right there. Because why would you want to be there?
Well because almost everybody I've ever met and every research study I've ever read shows that people usually don't go to page two. Very few people are going to page two. Some people do, some people like you, but most people don't. So let's go to this tab over here to the right, the one that's behind this tab we already pulled up here. This right here, we typed in the word Tulsa home remodelers.
And if you look up here in Google, scroll all the way down again, you see the first website that's not a Better Business Bureau or a third-party site is Wizard of Saws Tulsa. Well, why is Wizard of Saws topping Google? Why are they topping Google? Well, they're topping Google, because they have, to review, the Google-compliant layout, they have the most backlinks, they have the most original content, and they're working on becoming mobile-compliant.
So let's go ahead and go to their actual site now. So we're going to pull up a tab to the actual website for-- OK. So now we've clicked on the website. So let's say we were a customer. That means we Google Tulsa home remodeling. Bam, we found the website. Well once we found the website, now we're going, OK. Well, what are all the things I have to do to make my website top in Google.
Well the first component is an H1 Tag Priority, H1 Tag Priority. What's your H1 tag? I'm going to read you the definition. An H1 text or H1 Tag Priority means it's text that defines the most important heading that appears at the top of each website. So I'm going to walk over here and show you.
But the first text on the site is this. Can you select it real quick? It says, let's give you something to smile about with the Tulsa home remodeling experts. You notice that phrase Tulsa home remodeling. That's the H1 text, the first text on your website. We'll call it the headline text is the H1 text.
So you need to make sure that the H1 text on your website-- right now, you need do it-- the first text on your site needs to be focused on the keyword you're going for. That's an action item that we can all do. So as an example, back in the day when I ran a wedding DJ business, my H1 text used to say learn more about Tulsa's best wedding deejays. And then the home page begins.
But make sure you put a headline up there. Not putting a headline text on your website will penalize you for Google. That's H1 text. Now the second variable is he or she, whoever has the most original content wins. When I say original content, what do I mean?
Now Google doesn't publish their exact algorithm. But I've been doing search engine optimization forever. And I've literally helped companies make millions of dollars more from this, so it works. But what happens is, is that Google doesn't recognize text on a page if you do a couple things. And I'm going to show you what things you can't do. So Marshall if you can scroll down real quick.
If you look here, he has a ton of text on his site. So just click on one of those links at the bottom. Each one of these links is going to feature text. And if you notice his site-- let's just scroll down a little bit, kind of slowly-- you have to have at least 500 words of text on a page for Google to count basically.
Someone will watch this and might go, that's not true. It might be 407. The point is you can't put two words. Get 500. How many words is 500? 500 words is obviously the number 5 0 0. But it is five paragraphs that are five sentences each approximately.
-So if you write five paragraphs that are five sentences each, that is going to basically equal 500 words. Now I'll tell you this-- the more words you have on a page, the higher the likelihood it is that you're going to come up-- the more words you have related to that subject, the higher the likelihood is that you're going to be top in Google for that term.
So let's go ahead and do a Google search here at incognito. And let's search for our friend Bob . Bob's a guy went to college with. But you notice how Wikipedia comes up top for him? His own website doesn't come up top. One would think that he would be optimized for his own name. But he's not.
Well, let's look. Let's go to Wikipedia.com. We'll just scroll all the way down, just kind of slowly. We can see, I mean, that's a lot of words. OK? So it's a lot of words. Now I'm going to give this to you because this is something I want you guys to learn. I want you to marinate. As you're watching this, I want a light bulb to go off for you. I want you to hear this. If Google was a librarian, and you walked into the library of Google, and you said, what is the best book you have? The Google librarian would say, well, whatever book is the longest is the best book. Does that make sense?
MAN (OFFSCREEN): No.
-They're going to say whichever book has the most content is the one that's going to be top in Google. So whatever web page has the most text, that's what's going to be top. Does that make sense?
-So let's pull up onerepublic.com next to it, another tab next to it. So I'm gonna pull up his website. And I'll show you why his own website isn't top in Google. Because his website is designed to be a beautiful, artistic look. Look at it. It's a sharp sight. Scroll down. Where's all the text? Oh. Well, is it there? Is it there? Marshall, pick a different page. Where is the text? Is it-- look at it. Is it here? Is it there? Guess what? It's nowhere. Why? Because they built a site that's artistic, right?
But if you want to optimize your site, look at Wikipedia again. Go back to that. A lot of text. Going back, not a lot of text. A lot of text, not a lot of text. We'll make sure you see how important it is to have a ton of text. And you won't even be top for your own name if you don't have more text about yourself than someone else. OK? So it's about who has the most text.
All right. Now the third principle, the third principle that we really want to dive into-- this next principle is the title tag. So the title tag-- Marshall is going to show. Go back to the home page, Wizard of Sauce. Going back to the home page. That's the page we landed on. That's the original page. And then right-click that beast. Just right click over there in the border. When you right-click, you can click View Page Source. And when you do that, look what comes up. This is what Google sees. Google sees this. Go back to what they don't see. Show the site. They don't see this. They do see that. They don't see this. They do see that. Kind of looks like Wikipedia, doesn't it? All that text, all those backlinks, that whole deal. So would you look here, as you get into it-- I'm going to walk you through it. Right here, we have the key words.
So Marshall, can you select on the screen where it says "keywords"? Sweet. That's the key words. Google sees those key words. Look up above it. That's the title tag. We're talking right now about the title tag. That's the title tag. That's the tag that Google sees. Now I want to give you guys a rule. Look at that title tag. Marinate on it. Think about your own business right now. And think about what would your title tag be. And here's a little tip-- if possible, you only want to have six words. Well, you're saying six words, and there's a phone number?
Now again, Google doesn't publish all their algorithms. And some people want to put their phone number in their title tag. I personally don't think it matters. I wouldn't do it if I were you. But it says "Tulsa Contractors", vertical bar, "the best Tulsa custom remodel". I would recommend we change it right now to say, "Tulsa contractors, best Tulsa remodelers, best Tulsa home remodelers," something like that. So again, "Tulsa contractors"-- that's two words. Vertical bar, "best Tulsa home remodelers"-- that's four words, a total of six words. OK.
Now you have to put a vertical bar. Marshall, can you select that vertical bar in between those words? You have to use a vertical bar in between. Why? I don't know. I can't write HTML code, and I'm not a web guy. I didn't invent the Google. But I'm telling you, this is something you have to do. OK?
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