Next Level SEO: How to Optimize Strategy and Content
They say the key to a successful business is location-location-location. In the world of digital marketing, the best location is on the first page of Google search results. If you’re aiming for this prime online real estate you’ll need a solid SEO foundation.
Our SEO 201 webinar is available on demand and will help you take your organic traffic to a new level:
• Learn how to build URLs that support organic search
• Understand the elements of completing keyword research
• Grasp concepts of content strategy and promotion
• Increase the amount of traffic to your site – And clicks are free!
Hello, my name is Taylor Pettis and welcome to today's presentation - Next Level SEO: Optimizing Strategy and Content. The key to successful business is location, location, location. In the world digital marketing the best location is on the first page of the Google search results. Today's presentation is designed to help you take your organic traffic to the next level, and hopefully land this prime digital real estate. We’ll get this from Chrissi Reimer, an SEO strategist at Three Deep marketing, but before I introduce Chrissi I want to go over a few housekeeping items.
First of all, we hope the presentation will be both informative and interactive. To help make this interactive please share your comments and questions in chat area on the webinars screen. Also, I will do my best to help Chrissi answer questions from the presentation, so keep them coming. The next item is that we're recording today's webinar and all of you will be emailed a copy following the event. So, if you like what you see and want to share some of your cool new knowledge with your connections, please feel free to do so. Now, it's my pleasure to introduce Chrissi Reimer. Chrissi is an SEO strategist at Three Deep Marketing, a digital agency in Saint Paul, Minnesota. She has both in-house and agency SEO experience and is passionate about great content. Chrissi also speaks at various SEO conferences, and she's fresh back from MozCon in Seattle where she shared her passion for volunteer work and SEO. Now here's Chrissi Reimer.
Hey there, I'm Chrissi Reimer and I'm an SEO specialist here at Three Deep. So, this is the SEO pyramid, if you attended SEO 101 you are familiar with what this image looks like but if you did not have a chance to attend the SEO 101 we have recorded that and it is available and accessible on our blog so definitely check it out. Nate handled that one and he did a great job.
This information today will still be relevant though if you did not attend that first webinar. So, today we are moving on up the pyramid to the optimization section, and that is going to cover content marketing and content strategy. This really is to ensure that the content on your website is relevant and useful to users. Once you really build that foundational level and have those foundational elements put in place along with that technical and structural foundation there. Once that is good to go then you want to create great content that users well consume any website. So again, just to kind of drive forward… content strategy, this is going to be that data driven content creation, and then content marketing is getting people to see your content. So, we are going to cover all of this today. But I've probably said content like 15 times, so let's define it - what is content?
What is Content?
Content is really anything that a user consumes on your website. So maybe this is a really cool graphic or some kind of information chart. Perhaps a video, even an FAQ page, also it might be a blog post, or possibly a product page. All of this is content that lives on your site. So again, this is anything that the users can consume on your website. Is content worth the investment? It is really easy to push content aside because it's a little trickier to prove the ROI of content. But if I were to say 'no'; you would all hop off the call right now, so of course content is worth it.
I pulled an example here. Three Deep is located in Minnesota, so this website here is a company that's located near the boundary waters, which is a beautiful area to camp, kayak, and canoe in Northern Minnesota. So this particular website, they're an outfitter for camping trips. They're probably pretty comparable, they're a smaller site, even though 410 URL's looks like a lot, they are a smaller site. So they have 410 URL's indexed - out of those URL's they're ranking for 320 keywords with a monthly traffic of 4700 and an estimated traffic cost of $2,000. This estimated monthly traffic is estimated based on the keywords they have ranking and the average monthly search volume for those keywords. It's an estimation based on those criteria. If that all sounded very foreign to you, don't worry, we'll cover this all later. The average monthly traffic cost is based on if you were to pay for those terms - which they're ranking for in PPC ads (Pay per click ads). So, this is an example of one website, so let’s take a look at just one specific page. So this is one piece of content that lives on this website. It's a piece of evergreen content, which means it does not need to constantly be updated and it is always relevant. This one URL has 12 keywords ranking, it has an estimated monthly traffic of 23, which isn't necessarily a ton. However, that estimated monthly traffic cost for those terms and its ranking for is $37, which doesn't seem like a ton, but that is a monthly cost. If you were to multiply that by 12, that's almost $450 a year. I doubt it costs that much to create this piece of content, so it will quickly pay for itself. Plus, it is useful to the user. So you can, in theory, tie some ROI back to content creation. So yes, content is worth it.
Basic Website Organization
Today, you are going to learn basic website organization; keyword research and application; along with content marketing, strategy, and promotion. We'll go ahead and get started with basic website organization. Let’s take a trip back to high school biology. We all remember how the animal kingdom is broken down. You start from the top with this really broad grouping where all of these things have something in common, but it's still pretty broad. Then, you can break it you break it down to more and more specific sections, you categorize things into groupings that have similarities but are not exactly alike, all the way down to the specific animal. So, that is how you should organize your website. The best way to establish that hierarchy so starting with your homepage, which really encompasses a pretty broad topic and then focus down and categorize higher-ups is broken down until finally it is down to those products or service pages. So an example of what this looks like practically, looking at that same website that we were looking at that same website you're just looking at. You start with their home page and go down to their secondary navigation, within their secondary navigation they have tertiary navigation.
It then goes to product category page and then down to your product detail page. Here's just a few more examples just to see how different people organize their websites. So this is REI, obviously they are a huge website, but they have broken it down pretty well. So you have shop REI, shop REI outlet - so they have seven options. You want to keep your secondary navigation options between 5 and 7. This is a good way to guide users throughout your website so the easier you can make it for them to get to the places that need to get to, the better. Again, this is that same website. They only have 4 options. The home page doesn't really count necessarily. They have 4 options here; it's pretty organized, and easy to follow. This is another option; I would say almost too many options but it is pretty well organized. Once you have decided how you want your website hierarchy to look like, what your most important pages are, all the way down to the specific pages. This example is an ecommerce example, this is still relevant to services or whatever you're offering. Even if it's a blog post or articles, you still want this structure to be similar.
Ok, so once you've established that hierarchy, this next step is really important which is building a URL and URL structure. So when you're building URL's and URL structure, you want to make sure it's human readable, concise, it has lower case or consistent capitalization, that trailing slashes are consistent and that you use dashes not underscores. This seems probably not that clear, but let’s just go ahead and build a URL, and it will become very clear.
So you start with this main root domain, here. This will get you to the home page, then you ought to go to the canoe and kayak page. You add this section to get you to the canoe and kayak page. Let’s focus on canoes, so you want to build these product category pages. You would add this specific brand or type, which would get you to that specific brand or type page. To the specific product page, add the specific product name. As you can see, I used dashes between the words instead of underscores. And then this is what that full URL looks like. So as you can see, each section of that URL indicates a level of the site, which creates a breadcrumb as to how the consumer got to that page. It's human readable, so they can understand "I was just at the Winona page which brought them to the Boundary Waters 17 foot canoe". So URL's can help also indicate that hierarchy on that website. So once you've established your hierarchy, you have your URL's - let’s talk about internal linking.
Internal linking is really important on your website, the reason is that it creates a path for users to follow, and also helps search engines find your pages. Search engines find pages via links, so if you do not link to a page, the search engine cannot find it. If you're creating great content you want to make sure that the search engine can access it. So, let’s just go to this next page which has an example of really what we're talking about. You want to make sure that you're linking strategically to indicate which pages are the most important, so deeper pages should link back to the previous level and so on, until the home page. The home pages will typically have the most internal links, because it's typically the most important page on your website so you want to make sure that you're linking consistently. This is a big problem that we run into very often and we have to go back in and clean up, and it is not fun to clean up. Go into linking with this in mind - you should link consistently. What does that mean? That means that this page, this screenshot that I have here, is on REI's website, and I clicked to the Camp and Hike page and this top section is that drop-down menu.
If you look under "backpacks" and you go to "backpacking packs" you want to make sure that both of those URLs are consistent, that they are using the same capitalization, the same trailing slashes, letter for letter you want to make sure it's the same. The reason that is so important is that if you are not linking consistently you are really splitting equity across multiple pages. Equity helps search engines determine which page is the most important and authoritative on your site for a particular topic. So, it can get a little bit tricky, so you just want to make sure that you're linking consistently so if somebody externally is linking to that page, they're passing equity to the correct page instead of splitting it across multiples. It just dilutes the equity unnecessarily. It's really important that you are just creating that path for users to follow and also for search engines to follow, just indicating what is the most important on your website.
So, now that we've established that, let’s talk about creating the actual content that lives on your website, and how to find the data to support the type of content you're wanting to create. Keyword research, this is the bread and butter is being in SEO. You can tell your friends you know how to do SEO - that's not true but this is very important. There are multiple keyword research tools you can use Google Trends, Übersuggest, SEM Rush, if you do any kind of you know Google search for 'how to do keyword research or research tools', you'll get a plethora of options. My tool of choice is the Google Adwords Keyword planner.
So today we are going to walk through how to do to research using the Google Adwords Keyword planner. Step 1, you sign up for Adwords, or sign in if you already have a Google AdWords account. If you don't, sign up, it's a free account although you may have to put in your credit card information. I can't verify that but it won't charge you anything unless you decide to start doing PPC ads. So once you've signed up or signed in and you get to this page - go ahead and click on find new keywords, which will bring you to this next page and enter a term that you want to target depending on what type of keyword research depends on what term you on here. But if you're just doing some generic keyword research to get some general ideas, go ahead and put in something broad.
You want to make sure that you are targeting correctly. Typically, it will just default as United States in all languages but if you have something more specific, or if you are a locally based company and you want to know specifically in Minnesota or wherever you're from you can update those. Then go ahead and click on 'Get ideas’, which will bring you to this page first tab here but just go ahead and click on the second tab for the purpose of research the second tab is more useful. It will pull up that specific term that you searched for in addition to relevant terms below. You want to select a target based on relevancy and average monthly search volume, so that's logistically how to do this but let's talk about more of the art and science of keyword research. So, this graph on the right here shows the example of long tail versus Fathead or short tail keywords.
A long tail keyword would be something like 'adults purple sleeping bag' - there's kind of a lot of words there, it's a very specific search so it probably doesn't have very high search volume. However, it will have lower competition so if you are the right person for that term, then that is the better term to target versus 'sleeping bags', which probably has a very high search volume but is also a highly competitive term. You want to consider this when doing your keyword research and deciding which terms to target, you want to make sure that you're considering how relevant the term is, the average monthly search volume. If no one is searching for it then don't necessarily target something that has a million searches if you're a local anything. Something to note if you're new to the game, both SEM Rush and Moz, they both have keyword difficulty tools, so if you search for a keyword difficulty tool, it will likely pop up for you. You can put in some of those terms and just see what the competition level is for those. This is another good way to check: Google that term and just ask yourself if you can beat those pages or if you can compete with those pages. If you can't it's probably not a great term to focus on. Also, this is just key in general, just a good piece of advice - your browser is personalized based on searches that you've previously done, so make sure that you're using an incognito window to avoid any kind of personalized search results on this level. So, if you are searching for something that's related to your business you probably will pop up.
Ok, so back to being practical. Ok, so I search for 'sleeping bags' and I am interested in creating a product category page. I'm not sure how I want to break down my broad idea of 'sleeping bags' and what I want to do, and I want to start identifying to put together in the short list. I look at this list and I see 'cold weather sleeping bag, warm weather sleeping bags, winter sleeping bags', that's probably a great theme to start with. People are clearly scanner on this topic, this idea, so whether that becomes a product category page or some kind of blog post, or an area to focus on, this is a good place to start. Keyword research definitely varies based on what your purposes, so if you're doing it more for discovery this is a good method. Otherwise, you can put in really specific terms if you are just doing research for a specific page to figure out you know which term has the most search volume and which term I should use.
H1 and Page Titles
Alright, so you have all your keyword research and all of your themes, now what do you do with all that information? There are some key elements that you should optimize-keyword research again for just informing the decisions that you're making and providing data for the content that you're creating. However, you also want to make sure that you are optimizing your page titles, meta-descriptions, heading tags, and your on-page content. So what pieces are those? This is a screenshot from a search engine results page for a 'sleeping bag'. The page titles is that blue clickable link that you typically see. A page titles should be unique and descriptive and should be approximately 55 characters. The character limit is actually a pixel limit. So, what that means is if that title was in all caps for example, it would maybe only fit 40 characters. Moz has a tool, this will be a clickable link that you can access so you can test the length of your title. If your pages title is too long, it will have an ellipses at the end - so those three dots. This isn't the world, but the more that you can control what you are seeing, and control and impact the click-through rate on the search engine result page. An example of how we typically build each title: keyword one and then the brand name. We do the brand name last just because if it does get cut off on that search engine result page, then at least the user is still getting the information that they're looking for and they're more likely to click through.
We use those bars instead of the dashes just because it's not as wide. So, meta-descriptions are this little blurb underneath the title and URL. This should be a quick, enticing, and unique description of the page that they're clicking through. It should be 70-155 characters, otherwise it will result in these ellipses, which does happen in this particular example. Google doesn't let you control a lot, so if you were able to have a little bit of input on what is showing up on the search engine result page, you should definitely take advantage of that. This is the off-page elements, for on-page elements you want to make sure that your heading tags are optimized. So this particular box here is in each one, which is the most important heading tag, you should only have one of these per page. A lot of people use these for style purposes to make you know heading bigger, bolder but it actually does have significance. You want to make sure you only have one of these on each page. There are multiple heading tags you can have H2, H3's, and so on. Just make sure to stick with one heading tag, and make sure its unique and descriptive title. A heading tag is different from a page title, so they need to be different and unique.
Alt Image Text
You should tag your images with this text - search engines can't see you images they only know text. If you provide them with the description of what the image is, that helps them to better understand what image is on that page so make sure it's descriptive and keyword rich. Then of course your page copy, this looks like just a little bit here ideally you want to make sure that it is as descriptive as possible, and make sure that it's unique and keyword rich. To make sure that your page is really focused around maybe two to four keywords at most, a good test is to have someone else read the page. If they can't describe the page in 1-2 terms, you maybe should revise your page and simplify it little bit to make sure it's really focused, the more focused it is the more likely the search engine will understand what your page is about.
You can call yourself an SEO now that you know how to do keyword research, and how to apply it. So now let's take a little bit of a higher level strategic view of the content on your website, so you know structure your website, how to do keyword research to get the data. Now let's talk about content strategy and content promotion. First off, what is Content Strategy? Content Strategy is understanding who your user is, understanding what problems they have to solve, and finding a way to solve those problems. Before you create any content you want to make sure you understand who your user is, that can be done by creating personas and understanding who your target audience is.
These personas should be pretty specific, you don't want to you don't need to create a persona for every possible customer that you have. If you have multiple target audiences, just create a handful of these so you know who you're creating your content for. Get to know who these people; you don't want to say we're targeting moms, or we're targeting man or kids, let’s get a little more specific than that so you can really understand who they are, their interests. Know both things they like and things they dislike, you don't want to target the wrong people with the wrong types of content. Maybe their income range is important to you, probably their age range, and their gender perhaps, you don't have get crazy specific.
You don't have to notice the audience members as well as you know your spouse, but you should know them probably as well as you know one of your friends. In understanding those pain points, you also should understand for those users what they're buying cycle is and what steps they take in the conversion process before they fully convert. Once you have that information to you understand what the audience is, what steps they take. If you already have content created, you want to do something called the content inventory and a gap analysis. This is identifying all the content assets that you already have, whether they're online or offline. Then tie those to the personas into the steps and then identifying areas that lack content and fill those gaps. Obviously, if this is a new website and you don't have any content, that's a different story. This is a really good place to start because if you've taken the time in the past to create some content assets or any kind of assets. You can definitely reuse that content wherever possible.
This is how we do things here, if you search for this concept, I did not come up with this concept. If you google search for this, it will come up and provide you with a little bit more insight here. So this is how we do things, it's pretty straightforward it just potentially time consuming and monotonous. You can pull a list of all URLs on your site and then you want to take a look at each of those tie them to a persona and also a step in the buying cycle. So whatever purpose that piece of content is serving, you want to identify those places, if it's not serving a purpose or it's not relevant to any of your personas, then it's not really doing anything for your steps in the buying cycle. You can go ahead take that off your site because it's probably not worth having on your site. So once you've put everything into this document, then you can go ahead and just quantify that. This is just totally an example here of all these different types of campers and the steps in the buying cycle.
Then you can see you consideration doesn't have a ton of content, purchase and tent for the casual camper we're really lacking content there. We probably want to beef up the content in those areas to make sure that we're serving all of our target audience, and that we're hitting them at each step of the buying cycle. However, you know not all personas equal so just make sure that your prioritizing and generating content accordingly.
Blogging and Content Calendar Creation
Ok, here we go: blogging and content calendar creation.
So, blogging is a lot of people's answer to SEO and content but it's not necessarily for everyone. So you want to make sure that you're creating the right type of content for your audience, so this maybe a video or product or service page. Don't just create a blog for the say of creating new content. You could instead put a lot of that effort in an awesome video or awesome graphic; something that's more relevant to your audience. You should consider a blog if you have an actively engage community or the potential for one, you have the resources to commit to regular content creation and if you have something great to say. A blog really can be an awesome way to engage with your community and regular and useful content.
It's important that you plan out the content that you are going to be creating. This of course should be informed by keyword research regardless of if it's blog post or videos. Create a roadmap of what content you're creating and when, so you know which resources you have at that time to make sure that they will be regularly created and distributed. So content calendars; there are a ton of resources for these on the web, just do some kind of search and find the one that best fits your needs. Here's another example of what that looks like. The more organized you can be more likely it is that you will regularly be creating content for your users, which is good.
Content promotion, this I think I have done plenty of times and we all end up doing this. We spend all this time putting in great research as to what types of content we should create. Then we actually create the content and that takes a bunch of time, and then we just publish it and don't really do anything about it. We also don't really think about how people are going to get to that content. It's like that tree in the woods thing, the "hello anybody hear me?" So, you definitely want to make sure that content promotion and distribution is factored into your content strategy and content creation strategy. So either that's on social media, pay-per-click advertising, newsletter email, or whatever medium it is that your users best interact with. This is where you want to reach them.
Nobody's going to come to your website expecting to see new blog content. If you can create an environment that is awesome, but that is something that takes time and a special brand. On that same note, make sure that you are choosing those right mediums for your audience. This is article is on REI's website on their blog; they promote it on Facebook, Twitter, they don't do anything about it on Pinterest, but they do have a good selection of content on Pinterest.
They have a ton of really great camping hacks and product offerings on their Pinterest, so they understand what people are searching for looking for in different mediums and understanding how to approach them. It wouldn't make sense to promote this article using a Pay-Per-Click ad, just because it's more about engaging with their community. So they understand the type of content that they've created, and then how to promote it in the most effective way.
So let's just go over really quick because it may look a lot but it actually is sort of just scratching the surface of what content is and can be for your business. Again, I just want to return to the SEO pyramid, this is what we really focus on here, is making sure that we have a foundation that all the great content you create can be found easily. The SEO 101 webinar is on our blog this one will be coming out soon. The last thing is this is not a 'set it and forget it' kind of a thing, this is always a 'how can we be improving things' kind of thing.
So, with that, I will ask Taylor if there are any questions. Thanks Chrissi for leading today's webinar. I'll give everybody here a chance here to type in some questions, please let us know if you have them. I'll send out a link that will offer Chrissi and her team to provide a free SEO scan of the first 25 qualified companies that are interested in it. So, I'll send it out tomorrow by email so you have the opportunity to have your website scanned. As Chrissi mentioned, this is the second webinar in our series. If you missed the previous SEO 101 we'll also be sharing a link to that as well. It looks like we do have a couple questions.
One question that came up a little bit earlier is, are there any tools out there to help you build an effective URL or to test if your URL will be picked up by search engine?
It will definitely be picked up if you're building a new site. I'm not sure about building; we typically use an excel formula to combine some of these. IF you're creating thousands of URL's obviously you don't want to have to manually write all of those. I would imagine if you were personally building the site, if you did a google search for it, something would probably pop up.
So another question that came up is, are there tools out there that will let you search virtually through another geolocation?
I know that there is a way to change your location, in the browser itself. Otherwise, if you're wondering what a search result and what would look like in that local location, you can do it in the browser on the back end. If you're doing research for a specific location, you can change the location to make sure that the location targeting is to that specific area.
Can you tell us how creating content for buying cycles is different? So it sounds like if someone was in the discovery phase vs the conversion phase how might creating content be different for those?
It starts out pretty generic if you’re in the discovery phase and the awareness phase. People are searching for different things based on what step they are at in the buying cycle. So if they’re searching for sleeping bags they are looking for something pretty generic. So that would be like if this was a blog post or something. It would be like comparing different types of sleeping bags and then if somebody was ready to purchase it would maybe be a more specific search like even potentially a branded search like REI adult purple sleeping bag. And then there's also like the follow-up stage. So that would maybe be content such as a how to care for my sleeping bag or how to fix the zipper if it rips or something along those lines. So I mean just as you as a user go through different steps in the buying cycle you’re obviously looking for different things in those areas, so it's important to meet the users at those different steps.
Great, so this is one that I’ve seen in a few other places too. How important is it to include my brand name when doing keyword research. So it sounds like, “Should I be including my brand name within my strategy?”
When you’re doing the actual keyword research it’s maybe just interesting to know, but ultimately brand is important, but you should be winning those searches. So for example if someone is searching for REI sleeping bag, REI’s page will show up because that is what people are searching for. It’s more of those generic searches that you want to win over the competition. You should be ranking for your brand if people are searching for your brand. Now again I’m using that REI example and they’re a big brand so if you're a smaller brand or you have a more generic brand name that can get a little bit trickier, but it’s really not necessary when you doing the keyword research to factor in your brand. If you’re tracking terms you can definitely track some branded terms just to keep an eye on where you're, but again like I said you want to focus on the not branded more generic terms to win those from the competition.
So we have 2 questions I'm going to combine into one question. So “What's the difference between an H1 and an H2 tag? So I'll combine it with “Does having more than one heading tag hurt my SEO?”
Yes. An h1 is similar to a page title in importance and level of importance, so if you have two h1’s is kind of confusing to the search engine as to which is the most important on your page. The difference between an H1 and H2 is their significance. Heading tags indicate hierarchy of importance on your site. So H1 is the most important and we can't control much of how search engines interact and how search engines make decisions so the more we can nudge them in the right direction the better. So you want to make sure that you are just wisely choosing which H1 you want to use. Like I said you can have multiple H2’s, but you really want to focus that page down to the one H1.
Great, so this is a little bit of a longer question that's been entered. I'm going to try to see if I can track with it. So, “I work for a multi-campus school within a university. The school spans two campuses and has two websites, each using a different top level domain. How can I diminish the impact using multiple top level domains?
So it’s a little longer question. I can repeat it if you need to, but it sounds like they have 2 top level domains and they’re wondering what the penalty might be. Sure, that’s definitely tricky especially if it has the same name, I guess. If you do have different offerings, which I would maybe guess or I would hope, you can certainly optimize for those. So optimize for like if one campus offers business vs health or something like that. I would probably focus on that and then just try to differentiate as much as possible. I obviously understand that there’s always governance at businesses that make things difficult from a web perspective, but if you can differentiate by this campus vs this campus, I would do that as much as possible. I would just differentiate as much as humanly possible for the deeper pages and then if the home page has to be similar in targeting similar terms then you’ll have to deal with it. Sounds like a complicated process, but hopefully that helps them make it a little simpler.
So I like this question quite a bit. So visual continent is becoming more and more important and more & more heavily used, so how does stuff like infographics and videos work with SEO?
So, you can tag things in certain ways or add things to certain things to make them more SEO friendly. I would say for infographics, if you can, like typically those would be somehow tied into some relevant information, whether it’s a blog post or something related. Something that's a little bit more text heavy, just to better explain or better help search engines understand. So for infographics I would definitely use that alt image tag to make sure that’s tagged in a descriptive way. For videos you want to make sure, let’s say that the most popular obviously Youtube and Vimeo for hosting videos, make sure that your titles for the videos are optimized. You can optimize those like you’d optimize a page title. Optimize the description like you’d optimize a meta-description. And then if you have the capacity to create transcripts for the videos, that’s a good way to, really just you know, utilize your video to the best of your ability. That’s a really popular way. Then if somebody doesn’t want to watch the video and would like to just read the transcript or maybe want to check back for reference, that’s also a useful way to do it. Moz is a great example. They do these Whiteboard Friday videos and they transcribe all of their videos into blog posts with graphics. Obviously videos and graphics are great for user experience, so utilize those in the best SEO way as possible by just optimizing those where you can.
All right, we’ve got a couple more here. There is a little bit longer one that I'm going to process before I ask you.
A different one that came up a little earlier. You talked about internal links. Is the process of internal links more just the structural website or will the quantity of internal links on your website have an impact on SEO?
So you definitely don’t want to be skimpy with your internal linking or any kind of linking. Internal linking is important from a navigational “…get from point A to point B” perspective, but you can also interlink within body text if that's appropriate. Search engines are smart, so they understand if you’re “gaming the system.” They don't like when you try to overly link to make one page seem more important than the other. Link where it’s logical. Link where it make sense. Ultimately search engines want the user to have the best experience as possible. Always keep the user in mind and try to create the best possible experience for them. Then most likely you will also please the search engines in the process.
Wonderful, I think we have time for one more. I’ve figured out how I'd like to ask this last one. This person works for an online printing company and it looks like they do international business because they have a URL/business cards. It sounds like Brazilian people search the word “business card” singular way more often than “business cards” plural. They're planning to create a page that is “/business card” as well as “business cards”. Is there any risk of that being viewed as duplicate content from Google or being penalized for having two pages that provide the same products or very similar products with just a letter difference in the URL?
It definitely depends on the actual content itself. If it’s completely different then that’s one story. Also if it’s a specific page that’s being served in Brazil, then that's not an issue. This brings up a whole issue of international SEO, so it depends if it’s just a US page that is also just “business cards” vs “business card”. That's kind of a tricky question. Again, if it’s “business card” and then “business cards” as two separate URL’s, as long as there is different content it won’t be viewed as duplicate content. However, depending on where it’s served, whether it’s US and Brazil or just Brazil, would make a difference there. Hopefully that didn’t make it more confusing.
Someone put a comment in the comment field for that question regarding redirects. Would that be a way of possibly solving that problem using URL redirect?
I'm not entirely sure what they're getting at with that one. I’m not an international SEO expert, so I would there would be some kind of variation there, but if they’re two live pages it would still potentially be an issue.
Wonderful, Well I think that’s all we have time for. Thank you again for presenting today. I really enjoy the presentation. For everybody that attended today, thank you so much. I will be sending out an email tomorrow that has the link to this recorded presentation along with a handful of other resources. We hope that you'll take a Chrissi and their team up on their offer to provide an SEO scan for you and your organization. Chrissi, thank you again for your time.