Owning Prime Real Estate on Google Through SEO (July 21, 2021)

Recorded version of the workshop 'Owning Prime Real Estate on Google Through SEO', held on July 21, 2021.

If you have any questions on SEO, please click here to connect with an expert.

Key Learnings from Workshop

SEO Periodic Table

Video Start Time: 7:19

  • SEO Periodic Table -"The lifeline of SEO" - is a summary of the major pillars used for SEO 
  • 7 Pillars 
  • What is required to have an optimal campaign?


Video Start Time: 8:22

  • It is important to produce good content on your website, as well as within your digital assets (social media, video content, podcasts, image content) 
  • Produce quality rich and well-researched content in order to position your business as a leader within your industry - This helps with your search engine ranking, by giving Google quality content to index 
  • Position yourself as an industry expert - This process takes time to accomplish - years 
  • When you are starting to produce content - Answer the questions your customers have. This gives them confidence that you know what you are doing! 
  • Listen to your customers! - Create topical content based on their questions, concerns and issues they are experiencing and post them on your platforms
  • Quality over Quantity - Produce well-researched, data driven content that resonates with your customers. 
  • Research what others are saying and bring your own perspective 
  • Build influence in the eyes of users 

Video Start Time: 12:41 - Question: Blogs: From an SEO perspective is there an ideal size (# of words) your blog should be? 

Answer: see Video Start Time 12:53

How to find what is ranking currently for the keywords you are interested in - Google! 

  1. Search the keyword you want to rank for 
  2. Take the first 10 articles 
  3. Look at the keyword density, title, read the content 
  4. Create content that is different and/or use some of the pillars discussed in the articles you've read 


Video Start Time: 15:01

  • How you build your website/The foundation of your website
  • Your site should be: user friendly/easy to navigate, trustworthy, responsive design (useable on other devices - mobile, tablet, etc)
  • No errors - i.e 404 pages
  • Mobile Friendly - synchronized experience 
  • Structure - How the website functions/How people like websites - i.e top nav with home, about us, customer service, etc. Don't change the structure, synchronize it with what a user expects
  • URL structure (keep it short , keyword rich, easy to navigate to) 
  • Select your main keyword pillar and use other keywords as supplementary ones (sub-headings)
  • Question: Video Start Time: 18:51 -  In terms of keywords - is there a way to determine what keywords users are using? (See Tools Below) 
  • Site Speed - fast website (loading time: 3 sec), quick content loading
  • To improve site speed: compress images, videos - (should be mobile friendly) 
    • Question: Video Start Time: 21:35 - Do you have any recommendations on tools you can use to compress images? - see tools below.
  • Secure your website - SSL certificate (Secure Socket Layer) - makes it trustworthy 


Video Start Time: 22:19 

  • Make it easy for Google to crawl and index your website - i.e for keywords
  • Key Foundation - Whether you have a hard-coded website from scratch or use a templated website - make it easy for Google to determine what your website it about - use terms, keywords, find your niche - embed these in your title tags, descriptions, H1/H2 tags (Headlines - should be keyword rich, try different variations)
  • Understand keyword density, keyword rations, what keywords are currently ranking and use them for your own website 
  • Schema - structured data - i.e when you Google podcasts you can find timestamps for some of the topical pieces within the podcast 
  • Schema mark up your website to make it easier for users to navigate to the pages they are interested in
  • Structure your website for the purpose of answering questions in an easy format for users 
  • Content Shift - minimal content shift on page load - helps improve user experience - make content organic and natural - conversational 
  • Descriptions - 155 characters - use different keywords, answer questions 
  • Don't use keywords and/or answer questions that are not applicable to your business - This creates poor user engagement/conversions 
  • Alt image tags - Tag images: add keywords that are applicable to the image 


Video Start Time: 30:35

  • Your site should be reputable 
  • Position yourself as a thought leader in your industry 
  • EAP - Expertise, Authority and Trust 
  • Showcase your accolades/designations 
  • Embed reviews from users and trusted third parties, if possible/applicable


Video Start Time: 33:13

  • The most impactful SEO tool 
  • What is a link? What other sites are linking back to your website 
  • Quality Links - Sites that are linking to you should be credible, a source that Google recognizes as authoritative/trustworthy, gets traffic - organic 
  • Anchor text - words that you use when they click on the hyperlink - you can embed keywords or your brand
  • Quantity - having multiple (unique IP addresses) reputable sites link back to you Vs. having one site with multiple links back to your site 

User Experience/User Intent:   

Video Start Time: 38:42 

  • Premise of Google - to provide good user experience - Establish a good user experience on your website 
  • Keep your pages inbound 
  • You want users to stay on your site - Increases conversions 
  • Provide a user experience that encourages users to come back 
  • Intent - answer what the user is looking for 
  • Understand how to rank for the keywords in your market - i.e within your locale 
  • Engagement - Are users getting the answers they need? Chatbot? Video content? - Create content that resonates with your users and their expectations 
  • Create your own content - try to keep linking to other sites for content minimal to keep the user experience on your site 


Video Start Time: 45:19

  • Bad SEO tricks 
  • Stay away from improper SEO companies 
  • Purchasing backlinks 
  • Spamming blogs
  • Creating bad content, content that doesn't resonates with users 
  • Stuffing keywords 
  • Intrusive 


Video Start Time: 48:55

  • Google My Business: local business owners with physical store or office 
  • Publishing: News Publisher - How do you get to the top? Newsworthy information that resonates with users - catered to the user 
  • E-commerce: Understand how your landing page can be optimized - product search, keyword, images, pagination, etc 

Tools Referenced During Workshop

Video Start Time: 50:58


Architecture Tools 

 On Page Tools

Web Analytics Tools

Off-Page Tools

Social Media Tools

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