SEO Tutorial Part 1 of 9

These 9 tabs combined, contained our SEO tutorial for anyone who wants to do their own SEO. These tutorials are provided without warranty and all readers should understand that SEO and Google’s rules and search algorithm is constantly changing. It is possible that some of these techniques may be outdated and even harmful to your website’s ranking on Google. While we recommend that you always use an SEO professional who engages in ethical/white hat SEO techniques, this tutorial is for those who can not afford professional SEO services but who will research everything expressed on this page in much further detail before implementing the discussed tools and tactics. These videos assume good knowledge of website design, server admin, and the basics of search engine optimization. The purpose of these videos to to help you integrate several SEO and Web tools in to one SEO strategy. The context assumes you will be providing SEO services in Calgary. We’re going to do everything from picking a domain, right down to the analytics of getting data. In this presentation, we’re going to:

1. Do an SEO and Google AdWords review\
2. Choose a domain name
3. Use Google Keyword Planner
4. Buy a domain and set-up hosting. That’s out of scope but we’ll assume it has been purchased.
5. Install a WordPress, that’s out of scope too so we’re going to assume that is done.
6. Set up Google Analytics
7. Set up Google Webmaster
8. Set up AdWords
9. Add plug-ins to the website
10. Go through Yoast SEO, WP cache, Google Analytics
11. Install Google Analytics, connect Google Analytics, Webmaster.
12. Create content — so we’re going to create a few pages, and we’re going to use Google Keyword Planner, and some SEO knowledge to help us.
13. Lastly, we will set up a Google Ad campaign, and then a little introduction to Google Analytics.

Before we do the above steps, we’re going to look at some basic SEM terminology:

SEM – Search Engine Marketing. SEM is purely about getting free traffic. False. SEM is about getting relevant traffic, either through SEO or through AdWords. What’s the most important factor for organic ranking? Some say getting links from authority sites is the most important factor for organic ranking. Having links from a high-authority domain going to a website doesn’t necessarily mean anything unless there’s some good content on the website and you have other thing going. When all things are being equal, getting links from authority website is the most important, but it’s no good it has unless a good website backing it up; that’s on topic of what you’re trying to do. The technical term for the version of the document that you want search engines to pay attention to is referred as the Canonical version. You could have multiple content on a website and kind of have them set as different landing pages, and you can have it set that Google understand that this one page is the page we want to look at, and the rest we don’t care about. Search engines pay attention to the canonical version. In the link example [displayed on screen] http://example.com/blog/search/ “Example.com” is the domain. In the above link, “.com” is the TLD or Top-level domain. “.ca” is a TLD, as well as, “.co.uk”, “.org”, “.net”, “.info”. The whole link together, URL, is Uniform Resource Locator. If Google encounters a “robots” file — so a robots.txt file is something search engines look for to get instructions of which pages to should look at or ignore. In essence, the most basic robot.txt file is just a little file that sits in your root domain and all it says is “user agent everybody (star means everybody), disallow, go scroll my website, look for anything”. You can have the option “Disallow”. I’m going to do robots.txt for WordPress. User agent star means everybody. Allow: you’re allowed to go into my uploads folder, Disallow: don’t go into my plug-ins folder, and don’t scan the readme.html file, I don’t want you bringing that up in search results. We don’t need to go into this too much, but if you have pages that you don’t want to be crawled, you could put in a “disallow/pagename”. You might have a private page set for only people that, and you don’t want to set up a password or something, but only people with the link can see it. Then “disallow” will prevent Google from crawling the page and adding that page to the search ranking. But if you have the actual address you can still go directly there. 301 code is how Google and pages move, and then redirect. I’m going to show you an example, I used to have my website at WordPress at davidhowse.wordpress.com. If I put that in, it takes me to davidhowsemarketing.com/calgary-marketing, my marketing blog. I pay WordPress.com $10 a year, the free one that is limited, to keep that redirect so anytime any of those old links and stuff that went to that site, go to this site. That’s a 301 redirect and you can redirect a page, or a whole website.

Welcome to part 2 of 9 of our SEO tutorial. Feel free to email us if you have an questions on these videos or our SEO services. To get Google Keyword Planner, you need a Google AdWords account. If you don’t use a credit card, you sign into Google Adwords and it’s going to come to this screen [sign up form]. If you click anything other than this (see video), that email will be locked in forever. Click “Skip the guided setup”. When you click ‘skip the guided setup’, you’ll get the Google Keyword Planner, but it will be limited. It won’t show geography and that sort of thing. If you put in your credit card, you get a more robust Google keyword planner. If you’re going to use your credit card and you want the full system, put in your email address. Next, Google Adwords will ask: What is your website? [referring to the sign-up form input] If you don’t have one right now, because we don’t know what we’re going to use, just put in anything. I don’t want personalized information [referring to the sign-up form input], continue. When we go to Google Keyword Planner, have your Gmail set up and log in to your Gmail. You can google “Google Keyword Planner” if you don’t know where to go, it’ll take you to AdWords but it’s going to ask you to sign in anyway, so click sign in. You’re going to sign in with your Gmail account. I already have an AdWords account set up here. You’ll find the Keyword Planner under Tools [top right wrench icon]. Once you do set it up through credit card, or not through credit card, you can go to Google Keyword Planner. Sometimes, the Google search works and sometimes you have to click this little wrench [referring to the toolbar on the website] and click Google Keyword Planner. Now Google Keyword Planner has changed from the last lecture, now what you have to do is to put in a search term. I’m going to type, because I already have a domain setup, “business”. Now if click “enter”, and then “get started”, these are my business searches, but it’s for Canada. Up here in Locations – Canada. 33,100 searches a month for “business”, 12,000 for “businesses”, “Business news”, all kinds of business searches. Now I just want Calgary [clicks Location tab], I don’t care about all the searches in Canada, so I’m going to click this X [referring to the website]. Narrow it down into our location, Calgary. Now I can expand this if I want, but I’m happy with this. What are the searches in Calgary? 1,600, 5,900. I’m going to add more. “Business advice”, “Businesses for sale”, “business financing”, then click get results. Now here are three search terms and their monthly searches. Okay, trying to sort by search. The “business” is going to be the most difficult search term, and I’m just going to say there are some many Google’s “business” that I’m not even going to try. Scores here are for “business for sale”, “business news”, “businesses”, “work from home”, these are all great topics, “business plan template”, “marketing”. Now I know there’s enough volume in Calgary for the term “business”. It was kind of obvious anyway, but this is for an example. Maybe it was for candy store, or whatever 10 topic you want to search. I then go to Go Daddy, or any other domain companies. I just chose GoDaddy because I’ve used it in the past; this is not an endorsement for Go Daddy. I sign in, and then search for “calgarybusiness”. I just put that search in, is it available? Only as a .co [referring to search results], I want the .com. Calgary.business is for sale, I don’t want that. You go up and down trying to find something that’s close to an exact match of what I want. Luckily, I did find that and I bought it. And it’s this website, and then I installed WordPress. So let’s just go back to our checklist here. Okay, choose a domain name, okay. Buy the domain, install WordPress. So we’re up to here. So we’re going to set up Google Analytics, Google Webmasters, Google AdWords. I bought the domain calgary-business.ca, but hyphen. Now Calgary hyphen business.ca might not be as good as calgarybusiness.ca, but it’s still pretty good. If I had two or three hyphens in my name, it really starts to drop off on its worth. Maybe it’s considered as spam, or a less desirable domain. Google is much less inclined to rank it. If you do a lot of searches, you’ll notice, first page, try to see how many hyphens there are in the first page of any search. And you’ll find it for yourself how often a hyphened domain gets ranked. And then versus a double hyphened domain. I rarely see double hyphened domains come up in the search. So you bought the domain and installed WordPress. Next we need to install Google Analytics.

SEO Tutorial Part 3 of 9

This is a continuation of our nine-part SEO tutorial. The tutorial is presented by David Howse who has provided SEO services in Calgary since 2008. To install Google Analytics, search Google Analytics in Google. When you click to sign in, click Analytics. So what happens is, if I didn’t already have the website setup, it will prompt me to put in the information but I’m going to add a new website to my domain. I’m just going to click the Admin tab down here [referring to the dashboard website], and then under Account I’m just going to auto-prompt it because there’s no account. Note that I have 17 out of a 100 Google Analytics accounts you can have 100 domains in it, so in other words, a hundred Google Analytics properties. Now, I’m going to create a new account. Fill in the options: Website or mobile app? What’s your new account name? I’m just going to call it this [CalgaryBusiness] because it will obviously tell me what it is. What’s the website name? It’s just copying the property. What’s your URL? [calgarybusiness.ca] Select an industry. Now, I’m not sure how good or worthwhile this is, but if you see something there that reflects your industry, then check it. Time zone, put Canada and Mountain Time. Now here is Google’s request. Do you want to share data with Google? I usually just say no, because, I see no reason. Why give an account specialist your phone number? I don’t want any phone calls. Okay, the tracking ID. Canada, I’m going to agree to their terms. I accept the terms. And then, I view a very special page. So we get the tag, there’s the tag. Now, if I was using the old-school HTML website, I would take this whole tag, paste it in my HTML (almost nobody has those kind of websites now). Now that we have Google Analytics, we’re going to jump back to our website. Remember the dashboard [of WordPress]? Go to plug-ins, add new, and, we’re going to type in Google Analytics. Now, when we’re talking about plug-ins, that’s a little bit outside the scope of this class, because now you’re web developing a bit. Make sure your plug-ins are always up to date, because sometimes vulnerabilities are discovered and your site could get hacked (that’s one of the downsides of WordPress. There’s lots of ways to hack into WordPress and they’re always discovering patches for it, so make sure you keep your plugins up to date. Now my favorite Google Analytics plug-in got bought out or taken over by Monster Insights. It’s a little bit of a bloatware, but in any case, I’ll install it. It does a lot more than what I want. Click install, then activate it and go to settings. Now, I can authenticate with my Google account, or I can manually enter the code. “Already have a Google account?” “Don’t know if you’ve set up Google Analytics?” You can authenticate there, or– click here to authenticate manually. And then, see this? Enter your UA code? All it wants is this little bit right here [referring to the tag from the previous Google Analytics]. Get back into the plugin, there’s my code. Automatic updates? Yes, put in automatic updates just saves time with changes. Google Analytics is now installed. So let’s go back. That was it, done, and now it’s automatically going to be in every page, and every post I create. Now set up Google Webmaster. When I sign in, it will prompt me to add my first property, but I already have a bunch of properties here. I’m just going to go add property, and all it wants is my domain name. I’m going to add http://calgary-business.ca, then it wants to verify that I own that domain by adding an HTML file to my website. I’m not going to do that. I’m going to go through the alternate method and verify with Google Analytics. After I’ve installed Google Analytics, I have control of the site, therefore it’s going to accept the fact that it knows I have Google Analytics, therefore you can have Google Webmaster. I click verify. Congratulations, done. That’s all you have to do. It’s the fastest way to do it too. As you see now, no data is available because we’ve just installed this one, the plug-in and we’ve just installed Google Webmaster, the site’s new and it is barely going to get any traffic anyway. It might take some time to get enough data. So under crawl, just some important things here. 05:38 Google. If I create updates to my website, I can click fetch and render, it’s going to go crawl my website, find any updates, and put that into the Google search rankings probably within a couple of hours and your website’s updated on Google. We’re going to come back to this in a bit. What I want to do is go back to our slide. Okay, we’re done with Google Analytics and Google Webmaster. Now Google AdWords. This is the end of Part 3 of our SEO tutorial. If you prefer someone else do all of these steps for you, we would be more that happy to offer you our SEO services.

SEO Tutorial Part 4 of 9

This fourth part of our nine-part SEO tutorial. The tutorial is presented by David Howse who has provided SEO services in Calgary since 2008. Below is the transcript of the video but a tip on Adwords versus SEO. Google Ads are great because they target the same searches you want in your SEO but the ads can start running within 24 hours. SEO can take 3 or more months to show results. In the long term, I prefer SEO as I have found it about 400% better than Ads. In the short term, Ads infinitely outperform SEO because SEO tends to do very poorly in the first 3 or so months. Set up Google AdWords then sign in. Now this was the same process as the Google Keyword Planner, they’re part of the same tool. You can’t have the full Google AdWords unless you put in your credit card. You get limited access to Google AdWords because what’s the point of being in there without credit cards and Google kind of wants to limit that by only having serious people use AdWords. I click my domain name, we’ve already gone through that prompt that you’ve seen before about entering your credit card number. Click, all campaigns, and then click the plus sign to add a campaign, then you’re going to search ads. Click this, I want website traffic. You got sales, leads, website traffic. You can create a campaign without a goal too, click Continue to Campaign name: “Calgary business grand opening”. Probably not a good topic for a business site, but if it was a store or anything, just you give it any name you want. Do you want to be in the search network, and the display network? Or just the search? I just want people doing Google searches. I don’t want Google search partners. I just want Google. Straight-up Google. Ads can appear near Google search results and other Google sites when people search for terms that are relevant to your keywords. I don’t want partners, I don’t want display network and I don’t want the display partners. Just Google search. Enter another location, so default to Canada. Enter another location. I’m going to click advanced search and I’m going to say Calgary. I could have also done radius and set Calgary – 20 kilometers, this does a circle around the city, as opposed to city limits. You can do both too. It doesn’t matter if they overlap. Click save. Okay, English is fine. Budget: enter the average you want to spend each day, $10 a day, that’s $300 a month, and delivery method I could use standard or accelerated. I’m going to do standard so it’s kind of more even. What do you want to focus on? Conversions: I want clicks. Automatically maximize clicks, I’m going to manually set my bid and I will raise them if I want to. Select a bid strategy, help increase conversions with enhanced — no, I don’t want enhanced. Set the end date to the end of the month, Now you can add additional links to your ad, so extension, I don’t have any other pages so I’m not going to. Once I create more pages, I’ll come back to that. Callout extensions, let’s see, new call extension. Offering something free like a marketing tool? Oh I went two words over. How can we say free business plan template in two less characters? Biz plan, yeah. Ah. Free biz plan template. Awesome. Very creative. Okay. Save that. Additional settings: my phone number will be in my ad. Ad rotation: prefer best performing ads? And I want that, so if I set up multiple ads, it can rotate evenly, oh not supported anymore. Optimize for conversion? Do not optimize. Rotate ads indefinitely. I want the best performing ads to show up. If I make five ads, show the ones that get the most clicks. Schedule ads all day, or I can set up hours for the ads and days; maybe I don’t want them to run on the weekend. We’re back here, setting up an ad and trying keyword ideas, and this is just going to be for business plans. I want to promote my business plan writing service. I’m going to offer a free business plan template or something. My goal is to give them enough that they get confused and then want to hire me to do it for them, so business plan—over here’s going to be counts, clicks a day, average cost per click. Now I can go with business plan template but I don’t want somebody to find– searching for a business plan template because they’re the ones looking to do it for free, so when you do keyword ads, be strategic about keywords. Maybe I just want “business plan”, “business plan writer”, “business plan writers”, “business plan consulting”, and we’ll find out some later. In the way I had it written, “business” and “plan” just have to appear anywhere, the broad match in that search. Okay, now if I put it in quotes, they have to appear together in the search, in other words, can come before and after. We’re at 5 clicks a day. They can search anything “business plan”, anything with “business plan writer”, anything with “business plan writers”, and anything with “business plan consulting”. I’m going to save and continue. Clicks are usually, it depends on the topic, but some others pay 20 dollars a click, some people get away with 50 cents a click. Depends on the topic and how competitive it is. If I can make $500 on a transaction, how much am I willing to pay and it takes 10 clicks to get a sale, for example. Just say my profit is $250 on that $500 sale. I’d be willing to spend, you know, 20 bucks a click. New ad, final URL and here’s the thing. I’m kind of going too far into this, because we have a website without content. Hypothetical scenario – so let’s go back to our website.

SEO Tutorial Part 5 of 9

Let’s go back to our website – into plug-ins, then click add new. Search Yoast SEO. That’s the SEO plug-in, add new activate it. For caching, I use W3 Total Cache. You can try the other ones. Different servers or hosting accounts prefer other compression/caching plug-ins. I’ll install it now, then activate. Now there’s a lot of settings to activate in W3 Total Cache, but I won’t get into that. We now have SEO, caching, Google Analytics. And I’m going to show you a good one. It’s outside the scope of this class, but if we go plug-ins, add new, it’s called WordFence. It’s the best security I could find, there might be better, something paid for, but this is a free plug-in through WordPress that cuts out a lot of hack attempts on your website. Say somebody tried to log-in to your website, and failed the password attempt 3 times. This program will actually block the IP from trying again for a certain period of time. There’s some configuration to do. Just on its basic install, as it is, it’s a lot better than having nothing. Probably the biggest weakness of WordPress, is the amount of time it gets hacked. FOr the install I click, No thanks to the premium version, it’s now doing a scan. Our first round of plugins are now installed. If you look at our website right now, we have really no content, there’s nothing. So, we’re going to click new and then page. I’m going to call this page business plan writer. Actually we already typed in “Calgary-business.ca” The word Calgary is in my URL for this page, so it’s called Business Plan Writer or Business plan writing. I had to edit this because it won’t automatically keep changing (the actual web-page address). This is going to be the final URL of this page. Calgary-business.ca/business-plan-writing. Adding hyphens after the domain name is not bad. Having them in the domain name can be bad. But we’re good. The page is going to be about business plan writing. You go over to visual mode, turn that to the H1, 800 words of content and a couple of pictures. Use your imagination. Okay now the Yoast plug-in down here, focused keyword, this page has all got business plan writing. As you saw in the keyword tool, Google Adwords, under Keyword Planner, “business plan writing”. We got “writing a business plan”, “business plan”, “business plan template”. A lot of people want to do it on their own. “How to make a business plan”, “business plan sample”, “business plan format”, “business plan proposal”, “how to write a business proposal”. There’s a lot of people searching for this, and then a lot of people paying ads as well, or Google suggesting. I’m going to keep it business plan writing. Okay, so that’s my H1. It’s going to be my focused keyword. If this focused keyword doesn’t mean anything to Google, it just helps Yoast do its scoring. “Business plan writing” is my title, “By David Howse”. And for my description I need content – I need to write a bunch of content here, so. What I wrote in here-the description – will be good to be up here. “We have 25 years of business plan writing and have helped many Calgary business owners get financing and started on the right foot.” I’m not going to write 800 words.

SEO Tutorial Part 6 of 9

This is how it works in WordPress by default. I’m going to publish this. Right now, it’s saying SEO is okay, but if you go down, it’s going to tell us some obvious SEO weaknesses.

1. The recommended minimum content is 300 words, add more content relevant to the topic
2. No internal links appear on this page, consider adding some as appropriate
3. No outbound links appear.

  Let’s just find the BDC as a tool here.   I’m going to go back to my page and I’m just going to add this last bit of content: “If you want to write a business plan on your own, try this. BDC Business Plan template.  I’m going to highlight BDC Business Plan template, and I’m just going to click link options, enter the URL here. That’s the link text. Open link in a new tab. I want the link to open on another browser tab, I don’t want them to leave my website right away. Click add link.   Now there is no button for no follow right? So I’m going to click text and they put in the “rel = noopener”. I’m going to go “rel= nofollow”. SEO title is too short, use the space to add keywords. So I just add a very short description. You don’t have to go long. Yoast is just making its suggestions. Yoast isn’t the absolute rule of SEO for Google, so you don’t always have to follow its suggestions, but when you see things like 62 words when 300 is suggested, it’s probably are area to improve upon. A thing I like about Yoast is, say you had 100 pages, and they’re all green and then you had a couple of yellows or reds, then you can have a look at those. So it’s good for helping you track your website’s SEO.   Now we have a page. I’m just going to do one WordPress thing here. Under Appearance, I click Customize. We have to have a legitimate website. Under Customize, it’s going to have Homepage settings. So if you want, because it’s a default blog platform, you want to put up your latest post, I want it to show a static page. Some people’s websites leads have the blog as the home page. On home page select the page you want to be your home page (instead of the blog), I only have one and I can pick any page to be the home page; that’s what I want to be the home page. Click publish.   Now a funny thing happened also, because I turned a regular page into my home page it also took away the URL that I had created. This means my business plan writer page is gone because I had converted the business plan writer into the home page. I can leave with the website being this, and having H1 business plan writer, that might be okay. If this is 80% of my business, and I’m finding I’m not ranking for business plan writing type searches, consider keeping some generic content on the home page and maybe some of your other services, and creating a page called /business-plan-writer. For any links that were going through your home page from other sites that were about business plan writer, try to get those redirected to your new page. See if your new page does better, and it could. For example, my SEO page, it’s Matterhorn Solutions.ca/Calgary-SEO. That ranks for SEO, not my home page. If I turn that page into my home page, I might lose my ranking. I’m not going to play with that. On a new website, you can try.    And if you have some pages, that have been around, like a home page never getting ranked but it has a lot of content, consider pulling the content off and creating a page for it, putting something else in your homepage and see if that makes a difference. It can’t get any worse than it already is of not ranking. Let’s create a new page just for the sake of argument and for the AdWords examples. Pages, add new. Business plan, business plan writing consultant. Let’s get back to that page. Okay, so now we have this page. I’m just going to publish and I’m not going to do the SEO so you can hear all these different examples.

The below video discusses further, the strategies we implement for our Calgary SEO Services. When hiring one of the many SEO companies in Calgary be sure that they have a proven SEO strategy that has been tested and refined for several years. Matterhorn Business Solutions has been perfecting their SEO techniques for over 10 years. Today, many Calgary businesses enjoy the benefit of our ethical SEO services.

SEO Tutorial Part 7 of 9

This section of the video discusses Google AdWords, which, can be a great addition to an SEO strategy. Click view page to copy that URL, then let’s go back to my Google ads, and I’m going to have our ads going to my business plan writing consultant page. And here’s something really cool. If you have two landing pages with duplicate content have different designs on that content. This means you can have image first then text, or image, a video, or all the text, support text, etc. Break it up, put in your — just different designs of the same information. Have two different ad sets going into this URL A, URL B and see which one performs better. Then you can go back to your Google Analytics for example and say, which one did people interact with what website better? Or Google Analytics, which ones went to my form page better? Setup different leads/contacts forms. Which form design was submitted more? It is an A/B test and you can use things such tests to perfect your website. Headline 1: “Calgary business plan writer”. Come up with multiple different ads too, because you’re going to come up with something generic: “Calgary business plan writer”, “Calgary business plan consultant”, “Need help writing a business plan?” All kinds of different headings. Google’s not going to charge you for creating 20 ads. Google is only going to charge you when people click and what you want are people clicking. So the more ads you have, the better. We have it set that Google shows the best performing ads, so only the best ones get to show. Now, out of your 20 ideas, which ones are going to be best? Just like the Keyword planner, get 20 ideas, which ones get the most searches? I have 20 ads, which ones get clicked the most? “So the budget that you put in, covers all 20 of those?” Yes. I could set different prices on ads, or different prices on searches later, but the plan here is don’t spend– Google doesn’t take more than $10 and say there’s $2 a click, at first, it’s just going to show random ads and then it’s going to see the ads that are getting clicked more and then the percentage of those ads showing up is going to increase. So there’s maybe 2 or 3 or 4 ads being shown 80% of the time. Headline 2: Something catchy (this is not a copywriting or ad writing class). For the description, we’ve got “business plan writer Calgary”. You can write more here, there’s a 30-character limit in this section [referring to the AdWords campaign form]. Another 30-character limit here and we drop down to here. It helps if you’re a good wordsmith too. You got to say something meaningful in 30 characters including spaces. Down in the description, though, you can say even more, and notice my phone number’s down there, when I did that previously? Too long: 80 characters, right. You now have a different URL for mobile. A lot of websites are mobile friendly but you might have site page designed specifically for people on mobile; have a different page for this ad. So just click continue. One character too many? There you go. Click done and go “New Ad”. Final URL, here. Copy that, then paste here. Add catchy stuff too. Oops, it’s gone over by several characters, there, description. I can go down and put in a third ad, up to 20. Or, “hey! I’m done writing and I want to — my brain’s tired. I just want some ads to run, I’ll add more later”. Save and continue to preview. I’ve got my location set to Calgary, language, English, these dates, 10 dollars a day, manual cost per click, continue to campaign. Now, it’s running and it’s going to start charging me. I’m going to pause it. Ads are set up. Now, let’s go back to our list of what we’re going to do here.

As a Calgary SEO company, this video series is a part of our education advocacy for those who want to do search engine optimization and Google Ads themselves. Please keep in mind that we have been doing SEO since 2008 and this one hour video series is a very compressed version of what we have learned over the past ten years. In no way can this SEO tutorial capture the fine details of what you would get if your hired an experienced SEO in Calgary.

SEO Tutorial Part 8 of 9

Google AdWords is now going to start collecting data. Google Analytics doesn’t natively collect the same data Google AdWords does. You have to tell it to do that; it’s weird. It’s got something to do with privacy — I don’t know exactly why but they don’t integrate by default. I’ll show you what I mean by that. When we go back to Google Analytics there’s no data, it’s a new website. It’ll take about, sometimes, quickly is 3 or 12 hours to actually show up data. We then we’ll start rolling from there, but if I go under Acquisition, AdWords, search queries, link your AdWords and Analytics account. Yeah, we already confirmed that I owned it now it wants me to confirm again. Continue. Or it’s possible, I suppose, that some people have some AdWords accounts on one Gmail address and some on another and they don’t want them to connect it, say across the same Gmail, and they really want 01:11 to cross others, I don’t know. All website data: apply default is off. Yes, put it in there. Share my analytics data with linked AdWords accounts? Yes. Link accounts, thank you. Let’s just go back to Home again then click Acquisitions, Search, Queries. I had to link my Google Webmasters account to Google Analytics. I went Acquisition, search console queries, set up Search console data sharing. The defaults are good. Allow manual tagging UTM to override the auto-tagging — we’re not going to get into that for this video. Enable demographics and interest reports? Click – On. Now Canada doesn’t allow some demographics, UK, USA allow more, I believe, some due to some privacy rights. Enhanced link attribution allows us to better track links on your page but requires a small change to the tracking code. Follow these instructions to set up enhanced link attribution on your site. Let’s just say, put that on for now. Open that in a new tab. Let’s see. Metrics, page views. After you install the extension for your Chrome browser, you can load a page, that you are tracking with Analytics and see the following: [referring to the settings for the plugin] So that’s for a Chrome browser plug in. So we’ve done all this, except for create content. And the Google Analytics and directions. Let’s go to create content, and just like we used Google Keyword Planner for our first topic, let’s think of some other topics that are popular. By average monthly searches, “business plan template” is number one. I don’t want these people as customers. If I provide a great business plan template, and some advice, they will come to my website, and if I give them lots of tools, maybe they’ll interact with my website, and it shows signals to Google, this is a great website. So maybe I’ll consider creating a nice template and creating a nice page as a marketing activity, kind of like a honey pot or something, just to attract people to my website and make it more popular. Try to get some links. If I can write a great template, I can get other links from other sites to link to me and say, “Here are the great business plan template.” I could create a webpage: Business plan template and it would be calgary-business.ca/business-plan-template. Install great content, get those people coming, hopefully get some links, get them to behave on my website to want to look around sot that it shows signals to Google that this is a great website and my ranking should increase. I won’t have called business plan templates, and another page called business plan. I would have a page called business ideas and throw in business items. “Small business ideas”, so people are seeing that differently! And then I can also have — it just popped in my mind– Home business ideas, maybe that’s there or not there. Just come back to that in a second. Google’s giving me all kinds of topics, Restaurant business plan. People are differentiating because they are different: your cost of goods sold in a restaurant is a lot different to cost to goods sold in a digital product company. There’s cost to goods sold that are — the one-time creation of that digital good — so the cost to goods sold could be a dollar so I can spend a thousand dollars creating something, and sold a thousand units for ten bucks, maybe I’m calling the cost of goods sold $1. But for a restaurant, usually about 30%. Spend $10 for a plate of food, the cost of the food itself is $3 then there’s other costs for operations of a restaurant and the rest then goes as general profit. Endless amounts of topics: Now, these volumes are low. For example, I could try competing up here after these high topics: “Business”, “small business” – which it would be difficult but “pub business plan” – ten searches a month so let’s just Google that. “Pub business plan” and see what comes up. This is some international site: bplans.com, bplans.com. greenekingpubs.co.uk. There’s nothing local, if I created a page category, pub business plan, it’s really the word Calgary a few times, try to make it a local piece of content that my site would come up when people in Calgary do that search, that could be a good strategy. “So are you saying if you don’t put the word Calgary, doesn’t Google already find your location, you don’t have to put your city”. Yeah so– Not my search — but in the page content. I’d make signals to Google that this page is about “Calgary pub business plans”, to localize my website. Google doesn’t know my website has anything to do with Calgary, well “calgary-business.ca” but putting more Calgary in some page names and some content. For example, matterhornsolutions.ca ranks a lot for Calgary but it doesn’t rank anywhere else. People tend less and less to search with the word Calgary in the search terms because Google has gotten good and ranking local websites. So “Pub business plan” will show up but there’s no competition here in the city for my search term. You might find that it doesn’t work that well, but I will definitely give it a try, putting in a URL, like creating a page name. Pub business plan and then mentioning Calgary a few times. Like in the H1, first H1, in the first bit of content. Talk about some of your successes in Calgary or whatever or you know things to make that more local. We’re just going to do a quick review of Google Analytics.