How was the talk "Improve your Web: Find keywords that will make you earn money"

The numbers

• Aimed at the talk: 61 people.
• Assistants: 37 people.
• It was held on December 10th, 2018.

Important: We remind you that in the tool Slack have a channel registered to organize and to share the management of the meetup, specifically the channel we use is #wpalicante of Slack WordPress Spain. If you want to lend a hand, contribute ideas and become more active part of this community follow the instructions on the following page-> http://wp-es.es/slack/

The talk

This time with us Antonio Muñoz, SEO Consultant and web Analytics, navigating among the waters of the White and the Black Hat And with that perspective it brings us up to date with everything that happens about the complex world of keywords or keywords on a website. 

Antonio clarifies the main concepts for what keywords to use to be of quality and what should be our goal as well as what tools we have at our fingertips to achieve it.

As always, we end with Question Time and the already traditional networking, which as you know is sponsored by professional Hosting and Weglot and is held at the kiosk of Plaza San Cristóbal.

We leave you then the Presentation that Antonio used in the meetup And some interesting notes about it.

Topic Overview

• It should be taken into account that the Keyword Research corresponds to 10% of the SEO. There's another 10% that would be the Linkbuilding Internal and the remaining 80% would correspond with the external linkbuilding. 
• What's important is what to choose. Searches and keywords are the way of our brand.
• Searches:
  • Informational: When the customer does not know very well what product he wants or what terminology to use and performs a general search to find information about it. For example, "wrinkle-removing Cream".
  • Transactional: When the customer knows the situation and the terminology and looks for the best article about it. For example, "best Stretch cream and cellulite". These are the ones that usually give money because here the customer is already looking for something concrete to buy so this is where it is interesting to focus efforts to bring the customer to our product and give them enough confidence points to buy it.
• To know which keywords we are interested in we can focus on two perspectives:
  • Starting from scratch: This implies having a lot of knowledge of the subject to know what to write on our web to attract the client. It also requires a lot of research, trial and error time, to go see what is successful and what is not.
  • Starting from the competition: we can investigate our competition, because what works for them also should work for us. This way we take advantage of the knowledge of our competitors to expedite the process. To analyze the competition there are two very powerful tools, although they are of payment: Ahrefs And SemRush. With them we can analyze everything that makes the competition, where users enter, what is most successful...
• To begin our research we can go filling a basic Excel with all the information, as the different categories nested, content and keyword (you have an example in the presentation), and then go using the tools that we show below To go providing of content and work with it to know what to write on our website.

Tools

• Keyword Shitter: A tool that serves to obtain synonyms.
  • The main problem is that it is global so synonyms will not always conform to what we seek if our company is National.
  • It gives us ideas to talk about in our articles, because that's what people are looking for.
  • To make it work, you have to install in the browser the Extension keywords Everywhere, which exists for Google Chrome and Firefox.
  • With this we will be able to search the website, which although unfriendly, makes its role. That yes, and they warn that at the moment only searches in English, that for the rest of languages at the moment will always leave everything to 0, but in principle, if it leaves there is because that searches are made (although still they are not able to quantify it in the tool).
  • If in addition, fill our email on the page that comes out below to get the API key free, we will find that in any search from Google we get statistics to the right of synonyms with their success search, and we can export to CSV. The API obtained must be added in the section Update settings that comes out when you click the icon that has appeared to the right of the browser's writing bar after installing the extension (black circle with a red K inside).
  • Each keyword is accompanied by [x/mo] where X indicates the number of searches per month of that keyword (mo = month).
  • Once the Excel is downloaded, we can order by the first column of Information (volume), and discard the keywords that have come out that are localists (mentioning specific cities) and we have information to write on our website.
• Kiwosan:
  • Web tool that allows us to generate a tree of ideas on which to write in our web.
  • It is paid (10 €/month) although it has a free trial month.
  • Offers us Long Tails Adding prefixes and suffixes to our search keywords.
  • When doing a search, those results with yellow dot are the ones that have more terms to keep investigating. That's how we open the tree of ideas.
  • With the same extension already discussed in the previous tool gives us the volume of searches. It offers, in fact, two different volumes: at the level of AdWords (the first figure that appears) and at the level of SEO (the last global One).
• Answerthepublic:
  • It shows directly what people ask related to our search phrase.
  • It is adding prepositions, articles, compared, questions... and those that have satisfactory results shows them with the Long Tail That most people use about it.
  • It has a free version and a payment. In the free indicate that they show you only some of their possibilities, but to start it can be enough. You can choose the language, not the location, which is particular for the pay version.
  • As it uses the same extension of Chrome already commented, the results in Castilian appear all with 0 uses per month, which is not real. If we see a Long Tail Accompanying one of the particles is because it has more than 10 searches a month safe. It's pretty reliable. 
  • You can export the results to CSV, allowing you to exploit them to our liking or save history.
• Keyword Shitter 2:
  • She's the older sister of Keyword Shitter. It's free.
  • Advanced searches can be made by indicating which prefixes and suffixes to use in the search, which browser, country, language...
  • By default the prefixes and suffixes are in English so it may be a good idea to translate them into Castilian or even remove the alphabet, which is also added as a prefix, and as the case may not make sense this search.
• SEMrush:
  • It is paid even though it allows a 7 day free trial. The most economical rate they have is 100 $/month.
  • It is used to analyze the competition. We put the URL we want to analyze and see what keywords have traffic.
  • We must try not to exceed 2% of Keyword density In no case so that the text that we write does not result Cansino. Around 1 ' 5% is ideal.
  • If we have not reached that percentage and do not want to be too repetitive in the content, we can take advantage of other ' places ' in our text where we can also include keywords. A good place for this are the ALT attributes of the images. It can also be the metadescription or the Anchor text of the links.
• Ahrefs:
  • It's a payment. The most economical plan available is $100 although it allows a full-access trial version for 7 days for $7.
  • It allows to enter a URL and to analyze how the Web is structured, what categories it has, all its organic keywords.
  • It also allows you to know the domains of the competition. This is to see the same information from other competitors.
• Spinea.me:
  • It's not the most advisable.
  • It allows to automatically rewrite a text so that it is considered "original", that is to say, that the searchers do not detect it as duplicate with respect to the original of which it was split.
  • It is useful if we do not have time to generate content, although we insist that depending on the origin of the initial text may not be politically correct. We could, for example, write a text and then Spinearlo to generate more content.
• Scrapebox:
  • Payment tool, which has a bad reputation although it can also be useful in tasks White Hat.
  • You can automatically include comments on other websites to link to yours, the style to "What a nice blog (link)."
  • It also allows you to search exhaustively and with keyword filters or control your backlinks to confirm if they are still active.

Final networking questions and issues

• It is very interesting that both our domain and the URLs we create from our website contain exact keywords.
• When creating a website about a game, it may be better for the SEO to create a page for each character in the game, rather than putting all the main characters on the same page.
• Remember that it is more important to link from external domains (external linkbuilding) than keyword research. The size of the article (number of words we write) is not as important as linking us from the outside.
• The links to the Web from comments from other websites are not very high quality links from the point of view of SEO. It would be like being on a 4th layer of outer linkbuilding.
• We could consider the following layers:
  • Layer 1 would be our main web
  • Layer 2 would be formed with external blogs that I can control (other domains I have or in which I participate, for example).
  • In Layer 3 would be the webs of third.
  • In layer 4 would be the links from comments on third-party websites. What's more, the ideal in these comments would be to link to entries of webs of the second layer, not the first, ie to put as comments entries of the Webs Qeu control and link to our main, not put in comments directly links to our website Main.
• To have domains in the second layer, we can look for some expired to buy them. For this is the web Expireddomains.net That shows you the expired domains. This implies that they can have interesting content before they expire. We can take a look at them and if we find attractive we can buy them to take advantage of their potential. To see the content we can go to webarchive.org to find it. If it is in our language, it is related to our subject matter and interesting content we can think about buying it. 
• Beware of the quality of the entries of the webs that reference us. We can be paying a lot of money for another website to include us in an article because it is a quality web and then that article is very hidden on its website and therefore not get to position well never.
• The good links are those direct from the home or those of shallow, ie with a maximum of 4 clicks from the main page to get to the one we just wrote. So we make sure that the Google spider finds us. Also are good URLs that, although on the web are hidden (more than 4 clicks) then the URL is linked from the outside. In that case it does not matter the clicks on the page because the links are direct to the article that we have written independently of their place on the web.

Glossary

• Linkbuilding: The links that are written in other pages to the entries of our web. It can be internal or external. In the first case is when we write links within our own web to other pages of ours and in the second case is when those links are on pages other than ours. The more prestige these outer pages are, the better.

• Long Tail: Long search strings, formed by 4 or more words. They help to sharpen searches more and therefore are more interesting because they are more effective.
• Keyword density: Reflects by a percentage, the times a keyword appears in your text, relative to the total number of words you have written.
• Anchor text of a link: Is the text that appears visible and usually underlined on which you click to go to the hyperlink. That text can be a simple ' click here ' or it can contain a keyword.
• White and Black Hat: Are the two main currents within the SEO and determines the typology of practices that experts use to improve the SEO of a web. The White Hat practices would be the "good" way, that is to say, to know the guidelines of Google and to improve the Web or the external links manually to fulfill them. It is usually a slow but noble way:-). Black Hat practices involve certain shortcuts to improve search engine visibility in a faster way. There is the Grey hat that would be a little the middle between the two streams. Let's set an example. The external links are a critical point to improve the SEO. From White Hat would create a quality content and then convince others to link us because it is so good that they will be happy to talk about it. From Black Hat would use some program to put links on other websites automatically (for example in the comments). The Grey Hat would involve buying external links that someone writes manually, so they remain natural and pleasing to the user, instead of "earn it" because your content is so good that another wants to write about it without having to buy it, which would be What the White Hat would do.

Conclusions of the Meetup

• It is better to focus our efforts on external linkbuilding, as it accounts for 80% of SEO. The keyword research is only 10%.
• There are several interesting tools that help us know what to write on our website to get better position in the search engines and that people find us, some are paid but there are also free.
• The keywords that we create interesting is better to highlight them in bold. It is also interesting to fill the ALT of the photos with these keywords.
• The keyword density that is considered ideal is around 1 ' 5, without exceeding 2% in any case. 
• Beware of "spinear" content, because if it is not ours we should not do it.
• The depth of the articles we write on a website is important. A depth greater than 4 clicks from the main page is bad since the Google spider may not find the article to index it.
• Like everything in life, there are good practices and others of more debatable quality to achieve our goal of improving the SEO, and usually the good ones are much slower than the rest. In your hand is to know them and decide what to do and how according to the time of Dispongáis and resources.

Some photos