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.
- Competitor Research – 00:02:32:05
- Keyword Research – 00:03:53:29
- Content Research – 00:05:55:21
Do you know why I like the Google SERPs so much?
Because Google is telling you what they think. It’s up to you to interpret the
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
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.
Hey, everybody, this is Cameron Francis.
This is Sam Roshan.
This is Episode Five of the Digital Cowboys.
Of the Digital Cowboys. Very excited to be here.
Sounds it. You sound always super excited when you say very excited to be
I know. It’s because I’m really monotone. That’s why I’m so excited. I’ve just
been back from holidays.
Tell me a little bit about it.
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.
Did Aliki like it?
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.
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.
I don’t know what to say to that.
I’m actually quite black.
Today, guys, what we wanted to do is talk about … What’s our topic today,
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.
Love it. Do you know why I like the Google SERPs so much?
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.
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.
Keywordtool.io , the list goes on and on and on.
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.
Very good like perfect example. If I was to type in, give me an industry, give
me something. Give me anything.
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-
The list goes on.
They’re giving you the data, right?
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
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.
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.
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
I’ve got one for you.
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
Give you the list.
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
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.
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.
Show me that. What do you mean?
I’ll just right, for example, if you can write into Google, how to write good
Then what you’ll do if you’re going to get a number of … I’ll look at the first
Are you on web or are you on blogs or news?
I’m right now on all.
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-
Shout out to Neil Patel.
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
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.
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
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.
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.
No. I got one more.
You do have more. Okay.
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
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.
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
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