Digital Cowboys Podcast
Digital Cowboys Podcast

A Digital Marketing and Growth Hacking Podcast by
Cameron Francis and Sam Roshan.

Digital Cowboys Podcast Digital Cowboys Ep #5 | 3 Ways to Use the Google SERPs for SEO
Posted by Digital Cowboys on May 26, 2017

Discover the simple ways of optimising your business webpages through the use of the Google Search Engine Results Pages in this episode of the Digital Cowboys with Cameron Francis and Sam Roshan.


Show Notes:

  • Competitor Research – 00:02:32:05
  • Keyword Research – 00:03:53:29
  • Content Research – 00:05:55:21

Transcript

Cameron Francis:

Do you know why I like the Google SERPs so much?

Sam Roshan:

Why?

Cameron Francis:

Because Google is telling you what they think. It’s up to you to interpret the

 

information.

Sam Roshan:

Look at the structure of the page, what the title looks like, what the

 

metadata description is like and the content heading and so on. It gives you

 

very good idea as to why Google has positioned some of these. I’m not going

 

to go into back links and so on because really what’s important right now is

 

just how are we going to best utilize the Google Search results for our

 

research.

Voiceover:

Digital Cowboy Episode Five, we discuss everything, digital marketing and

 

growth hacking for small businesses, startups and entrepreneurs. If you

 

want that competitive edge, then saddle up because Cameron Francis and

 

Sam Roshan are about to drop some value bombs.

Cameron Francis:

Hey, everybody, this is Cameron Francis.

Sam Roshan:

This is Sam Roshan.

Cameron Francis:

This is Episode Five of the Digital Cowboys.

Sam Roshan:

Of the Digital Cowboys. Very excited to be here.

Cameron Francis:

Sounds it. You sound always super excited when you say very excited to be

 

here.

Sam Roshan:

I know. It’s because I’m really monotone. That’s why I’m so excited. I’ve just

 

been back from holidays.

Cameron Francis:

Tell me a little bit about it.

Sam Roshan:

I won’t tell you too much. I went to a wedding, a good friend of mine. It was

 

unreal. I went to Boracay. I don’t have any friends. I just went to Boracay,

 

which is one of my favorite destinations.

Cameron Francis:

Did Aliki like it?

Sam Roshan:

Aliki, my wife, yes. She loved it. Yeah, it was just unreal. What my favorite

 

thing to do on a holiday is sunbathe, chill and just sleep under the sun.

Cameron Francis:

You’re the only person I know that will go on a holiday, and you’ll come back

 

lighter skin thin when you went there. It’s very strange. Tell us about that.

Sam Roshan:

I don’t know what to say to that.

Cameron Francis:

Very well.

Sam Roshan:

I’m actually quite black.

Cameron Francis:

Today, guys, what we wanted to do is talk about … What’s our topic today,

 

Sam?

Sam Roshan:

Something that I think would be really good for us to talk about is what is

 

the best way for an SEO specialist or anyone to use the Google Search

 

results for SEO.

Cameron Francis:

Love it. Do you know why I like the Google SERPs so much?

Sam Roshan:

Why?

Cameron Francis:

Because-

Sam Roshan:

Tell me.

Cameron Francis:

Google is telling you what they think. It’s up to you to interpret the

 

information, right? What we want to do here is give you some information

 

as to how to interpret the information that Google provides you, what to

 

look for, what to look out for, and what to be weary of.

 

What I really love with Google SERPs is I do competitive research. How do I

 

do that? I will type in my service into Google. I’m a plumber in Mentone, I

 

am a chiropractor in Darwin. I’m going to say which one of my business or

 

which one of my competitors are listed. I’m going to keep on doing that with

 

different search queries. I want to see which ones are listed, what they’re

 

listed for, how often. That way you can keep a very, very close eye on who

 

your competition is, split actually. Another one is if someone new comes in,

 

if you’re actively looking at your golden keywords. For us, it would be SEO,

 

web design to the golden ones, the keyword groups. You’re able to see

 

who’s moving up, who’s moving down, who’s new very, very quickly.

Sam Roshan:

Fantastic. I think the other thing what you can do is, is one, you can actually

 

then interpret what the search results ideally, why they’re there. You can do

 

that by actually clicking on some of those web links to look at the structure

 

of the page, what their titles look like, what their metadata description is

 

like and the content heading and so on. It gives you a very good idea as to

 

why Google has positioned some of these. I’m not going to go into back links

 

and so on because really what’s important right now is just how are we

 

going to best utilize the Google Search results for our research. The other

 

one would be keyword research. Everyone uses a lot of tools. There are a lot

 

of big tools such as Google keyword.

Cameron Francis:

Keywordtool.io , the list goes on and on and on.

Sam Roshan:

Correct. What you can do to make to simplify for yourself is again go back to

 

where you’re trying to position your business, your sites or the sites that

 

you’re working on. That would be by just typing in search queries such as

 

dentist in Melbourne or Abbotsford or wherever it may be and scroll to the

 

bottom of the page and see what are the related keyword lists. They’re

 

actually giving you recommendations as to what are the keywords

 

commonly used that are related to your search query.

Cameron Francis:

Very good like perfect example. If I was to type in, give me an industry, give

 

me something. Give me anything.

Sam Roshan:

Mechanics.

Cameron Francis:

Okay. If I want to go mechanic and I’ll press Enter, so everyone can play

 

along. Go into your Google Search results, type in mechanic or type in your

 

service, type in our product, scroll all the way down to the bottom. There’s a

 

thing called searches related to mechanic. What this means is Google is

 

telling you after this phrase, what is most likely to happen next because not

 

everyone just searches once, they’re searching for multiple different things

 

in order to satisfy their search query. Underneath, I’ve got car mechanic

 

Melbourne, mobile mechanic Melbourne, Western suburbs, mobile

 

mechanic Bayside, Melbourne, mobile mechanics Melbourne. They-

Sam Roshan:

The list goes on.

Cameron Francis:

They’re giving you the data, right?

Sam Roshan:

Yeah.

Cameron Francis:

The cool keyword research aspect of it, I actually don’t use keyword planner.

 

I don’t use any of the other tools. I use what you think you would search for

 

and then I’ll scroll it down to the bottom and I would let Google tell me what

 

people are searching after. That’s my keyword research, and then I’ll map

 

the keywords accordingly. The other thing I would do is I would look the

 

amount of search results that have appeared. For mechanic, I’ve got 177

 

million indexed websites as a result. Do you want to go into what that

 

meant?

Sam Roshan:

It really gives you an idea of the level of competition for such a query

 

because there has been that many pages or web pages that have been

 

indexed that contain the word mechanics. If you’re wanting to get presents

 

for a particular service, then what you want to do is if you then zone that

 

mechanics, which is such a broad keyword down to mechanics in the local

 

suburbs, let’s just do Mount Waverley, then you’d be able to identify that,

 

that results will reduce dramatically because there’s a lot less searches or

 

pages that have been indexed that contain those keywords or phrases. Then

 

it gives you an idea of, okay, should we be focusing on really broad terms if

 

we’re going to be optimizing a particular page or should we be focusing on

 

something that is a longer phrase, but also ideally, if yourself in your

 

audience’s position, they’re probably going to be writing these longer

 

phrases to be able to get a more precise result.

Cameron Francis:

A plug-in that everyone really should get added is keywords everywhere.

 

The reason-

Sam Roshan:

Very good.

Cameron Francis:

The reason for this, it actually adds keyword data, volume, cost per click and

 

competition level on the Google SERPs page so you’re able to know

 

variances of keyword data, how often they were actually searched. When

 

you’re doing a search, I’ll just search mechanic. It says that mechanic in

 

Australia searched 18,100 times a month. The cost per click is $5.91. You’re

 

able to know what is searched a lot, what’s searched a little and what’s not

 

searched at all from a Google SERP page.

Sam Roshan:

Fantastic. The other thing that … The best way for you to be able to

 

formulate your content strategy would be again to look at whatever industry

 

that you’re working on or working with. You just type in the particular FAQs

 

or something you think that your audience might be searching into the

 

search results.

Cameron Francis:

I’ve got one for you.

Sam Roshan:

Gone.

Cameron Francis:

What mechanic, where mechanic, who mechanic, where mechanic, right? If

 

you do that for any, because it’s the beginning of the question, so you’re not

 

filling in the question, you’re just typing in what end keyword, what end

 

product, what end service. You scroll all the way to the bottom, and it will

 

basically give you the

Sam Roshan:

Give you the list.

Cameron Francis:

If I go what photography … First of all, it gives me all of the information

 

down the bottom. If I go what photography, it’s going to say the definition of

 

photography, photography code, actually not as many good results as I was

 

hoping. Serves me right. However, if I put in what photography, you’ll have

 

the search drop-down box, the auto predict. In there, it says what

 

photography means to me, what photography means, what photography is

 

all about, what photography is. It’s actually given me a list of 12. If you keep

 

on doing this with who, what where, how and putting in different products

 

and services, Google auto predict is telling you what people are searching

 

for and you’re actually inputting a question because of the what, who,

 

where, when and how. If you’re using that as the basis for content

 

marketing, what should you write content for? Go to your Google SERPs and

 

type the what, how, who, where.

Sam Roshan:

Then to be able to ensure that, that content that you’re going to write is

 

going to be indexed or you’re trying to really maximize its visibility, then

 

when you select a number of topics that you want to talk about, right that

 

actual search query into the search box and see what are the top five

 

articles that have been posted. Again, review the title, review their meta,

 

review the content and the headings.

Cameron Francis:

Show me that. What do you mean?

Sam Roshan:

I’ll just right, for example, if you can write into Google, how to write good

 

content?

Cameron Francis:

Okay.

Sam Roshan:

Then what you’ll do if you’re going to get a number of … I’ll look at the first

 

[crosstalk 00:10:12].

Cameron Francis:

Are you on web or are you on blogs or news?

Sam Roshan:

I’m right now on all.

Cameron Francis:

Okay, yeah.

Sam Roshan:

How to write good content and the first thing you see is Quick Sprout and

 

the next one is by Kissmetrics.It gives you with-

Cameron Francis:

Shout out to Neil Patel.

Sam Roshan:

Yeah. He’s got one of these … His article that’s been written so well. It’s

 

Learn to Write Content Like A Pro – The advanced Guide to Content

 

Marketing.

Cameron Francis:

Yeah.

Sam Roshan:

Then you’ve got KissMetrics, the title is the Nine Ingredients That Make A

 

Great Content, right? They are the titles, and then look at the meta

 

description. If you actually click on those webpages again, then you can go

 

and review how that page has been constructed. There’s reasons as to why

 

these blogs have been indexed where they have, where they are. I think that

 

you can actually really utilize some of these.

Cameron Francis:

Excellent. Another thing I would do is so when you’re searching for your

 

products or services or even business name, actually not business name, just

 

your products and services, say if the Google 3-Pack are appearing, that’s

 

your Google Maps, and if they offer certain phrases, then make sure you’re

 

optimising your Google My Business page for that. Not every search phrase

 

is going to trigger the Google Maps, but if it does, then … It is an important

 

product and service for you, then make sure that you’re incorporating that

 

data naturally into your Google My Business page.

Sam Roshan:

Look, I think there is a lot more to discuss, but this is really … We’re trying to

 

make sure that we provide as much value as we can.

Cameron Francis:

No. I got one more.

Sam Roshan:

You do have more. Okay.

Cameron Francis:

You touched on it, but I’ll think I want to explain it a little bit more. That’s

 

your competitors’ title tags. When you’re writing your metadata for your

 

website, so you do your keyword research, you map it to the right page,

 

criteria and what is good metadata. You don’t have to read any of the

 

content that’s out there. Use your commonsense approach, right? If you do

 

your keyword search, and let’s just say … I don’t know. Let’s go SEO

 

packages for example. I’ve typed in SEO packages. Some of the other things

 

… You got the ads at the top. There’s a Google Maps listing. Someone is

 

actually for SEO packages, SEO copilot. They’ve got their business that is

 

coinciding with the maps. It’s over there in the right. That’s really

 

interesting. Underneath, you’ve got the organic listings.

 

What I’m going to do is if you look at all of the text in the blue writing, that’s

 

who you’re up against. Yeah? Be your customer or your user and see what

 

other people are writing, how they’re writing it, how long are these and then

 

stuck you up against it. Would you click it? I’m looking at this. As you can see

 

SEO co-pilot, SEO packages Melbourne, Sydney, Brisbane, next one, SEO

 

packages and prices. Okay. Then I’ve got attention, SEO packaging and prices

 

that actually work. That’s by us. Then the next, which is from SEO Shot. I’m

 

putting my business and my message up against all of the others. Then just,

 

again, common sense approach, would you choose yours over those? Is

 

there something different about it that would intrigue the user?

 

All right. That’s about it. Just a nice little quickie now that Sam’s back. We’ll

 

be back with another episode.

Voiceover:

Thanks for listening to the Digital Cowboys with Cameron Francis and Sam

 

Roshan. Now, if you enjoy today’s episode, hit on over to iTunes and give us

 

a five-star rating. Please, write a review. Also, hit on over to

 

Digitalcowboys.com.au where we post the latest episodes and content

 

thesis for all of our listeners, so saddle up and join us next time for another

 

edition of the Digital Cowboys.

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