March 31, 2023 • 44 mins
In this episode, Jesse Tutt of Guru SEO and Web Design Services identifies systemic content gaps in over 1,300 websites after a local insurance company website audit of both on and off-page SEO goes bad.
This episode reviews site hierarchy, content analysis, SEO ranking factors and includes meaningful tips on how to improve SEO.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jesse Tutt (00:06):
All right, thanks everyone to the rank and Prosper podcast.
today we're gonna do aninsurance company just for fun.
Because I've been doing SEO workfor an a local insurance company.
I thought it'd be fun.
, a little bit of background by myself.
Obviously I've been in it forabout 22 years, and so my,
it my background is heavy.
Deepening into that is adigital marketing background.
(00:26):
Probably about 15 years ago, I walkedinto a mattress a retail store
and they were having some problemswith their point of sales software.
I went behind the desk and helped the guy.
And he was kind enough to introduce meto the to the owners over the last few
years, I helped them to build their pointof sales software and their website.
And then of course,they're e-commerce platform.
(00:47):
From there expanded into a basicallyworked with the different owners in
that organization on a mattress companywhich we took off called Gottasleep Sleep.
Was able to rank them the GoddessSleep brand into to around
40,000 visitors per month.
And then from there, extended intothe really the digital marketing area.
(01:10):
And I started doingconsulting and contracting.
And then quickly started upan agency doing the just that
name guruseoservices.Com, whichis a, digital marketing agency.
So the point to this podcast really isto share lessons learned share a bit of
information on how to rank your website.
And one of the ways that I thoughtwould be fun is to do Teardowns.
(01:33):
Without further ado, we'regonna jump into the teardown.
Certainly in the chat, if you haveany questions I'd be happy to take
any questions that you have withregard to the processes that we
use in Guru and, more broadly SEOtips . Yeah we kicked off the meetup.
So if you look up rank and prosper onmeetup.com you can join our our meetup.
(01:56):
I'm hoping to schedule these every, coupleweeks every, month, depending on capacity
and look forward to the conversation.
So first off I, I just cherry pickedthis one because it was a website that
came up which I thought was, interesting.
And I would add to that our,website is rankandprosper.com.
(02:19):
So if you're interested in updatescertainly you check, it out.
So we're gonna delve intothe the presentation here.
So we've got obviouslyTitan titaninsured.com.
(02:39):
So I was doing some analysis herewith a, specific company that I
work with, and I thought this one aAnyway you'll, see where I'm going.
So we were checking out the,site at a macro a macro level.
You can see it's got some reallyinteresting elements on it.
Not, the best of which is thesereally cool in interactive ui, you can
(03:04):
see basically that you can actuallyz zoom into each of the different
hotspots on a on a profile, whichwas really interesting technology.
They've got a nice little callto action asking for a quote.
They've got the call toaction at the top here.
The UI of each of the different screensand the interactive graphs, I thought
was really an interesting function.
(03:26):
So from SEO perspective, certainlyyou can see starting with the landing
page that it's, really important.
The, purpose of the landing page is totarget the, name and the brand of the,
website and the company, in this case,Titan Insurance, which they've done.
Meta description, of course,is as Titan Insurance.
(03:46):
The, from a headerperspective, let's take a look.
So they're missing the targetsearch trays, which is the brand
in the H one which is a key thing.
And one initial observationwould certainly be to, throw
Titan Insurance in the H one.
And then as you flow down the, primarypage here doesn't have enough content.
(04:07):
And so you can see from aheader perspective they, need
more headers to actually tellGoogle what this site is about.
Right now they've only got three headers,an H one and H two, and an H three.
Fortunately, the headersare structured properly.
They've got the H one first, thenthe H two, and then the age three.
(04:28):
So I'll give 'em kudos for that.
But certainly three headersis not enough to tell.
Of content to actually tellGoogle what your, site's about.
In flowing down, you've got the, callto action at the very top, which I like
little bit of information to allow peopleto quickly navigate, which I also like.
Then the trust badges.
You can see here they've gota few trust badges, which is
(04:51):
generally speaking oh, sorry.
This isn't the trust badges.
These are just the sections on theweb the carriers or the insurance.
Insurers that they actuallyoffer which is interesting.
Not a bad tactic, but if, certainly froman SEO perspective, I'm sure people are
searching progressive insurance a lot andthere'd be opportunity to actually create
(05:12):
a progressive insurance page on the site.
Next up is a quick little.
I'm not really sure what these buttons do.
Oh, sorry.
That's for navigationon the on the insurers.
Then we delve into theactual to this little quote.
I think it'd be more valuable toactually include a quote or some type
(05:34):
of referral from one of their clients.
And feature that about now, learningabout us a little bit of an about
us capability, which is great.
I, certainly would probablypush the the Boston Agency up.
Certainly if the intent is totarget people that are in Boston,
you want that to be super obvious.
(05:55):
And I think right now, since it'snot bolded and this, two locations
is a great trust factor too.
I think if I was them, I'd probablymove up the Boston based agency
and two locations up potentiallymoving the sentence in below.
Trying to delve out
(06:19):
a little bit of team information,which is always valuable.
I'm not sure that the, that thisis great from a, conversion rate
optimization perspective though, becauseit doesn't provide a lot of context.
How big is the team?
They've got two offices.
Maybe they could state somethinglike 20 20 people work for us.
The solution.
Let's just take a look here.
(06:40):
So we've got obviously the personalinsurance, which seems to be their,
number one targeted market, whichis surprising because generally
speaking insurance companies,their primary target is business
insurance, not personal insurance.
But let's just keep on going here.
So they've got pages for each of thedifferent categories here, which is good.
(07:02):
They've got their sitehierarchy structured.
You can see the, this is a slashpersonal insurance slash home
insurance and so on and so forth.
The see all is interesting.
Okay, so they do have a fewmore services sh in addition
to the ones that are listed.
In fact, they have many differentstructured pages which has me certainly
(07:23):
thinking that some of this contentmay be automatically generated.
But let's keep going.
That's a a, segue.
Business insurance, certainly.
I think they've got the primary onesthat I can think of, which is good
insurance by industry, excuse me.
A really good tactic.
(07:45):
To, target not least, it gives people abit of a sensitive, they're a contractor.
Here's all the different servicesthat are actually aligned to
a, an industry or location.
Now certainly, like I mentionedearlier, having these reviews
up at the front would be great.
Because, and secondly, havinga little bit of context, right?
You're five outta five, but where'sthe data that actually proves that?
(08:07):
Having, let's just take a look at thisreview page and see if they're actually
dynamically grabbing the reviews.
So they've got a couple cherrypicked reviews, which is great.
But there are tools that lie to actuallydynamically grab the the Google reviews.
So that, I would definitely suggest that.
And that way it looks a littlebit more authentic or are real.
(08:30):
Almost all the review tools thatare available for WordPress,
which cer certain the site is.
You can actually filterbased on five stars.
So you would still be showingpeople really good stars, but at
least then it would be real anddynamic Judging from these reviews,
I think these are similar to what Iremember Joseph and and Brian and.
(08:53):
Heather actually being noted.
I always recommend having first andlast names in when you're noting
reviews because having Brian b is alittle bit vague, doesn't instill the,
confidence that you want in your conyour customers when you're really looking
to, convert from a policy perspective.
I think the client login isgreat, but one would expect
(09:15):
that to be actually higher up.
I would probably put the clientlogin at the top and that way.
It instills in the, person, in theaudience that you're very client-centric.
Now judging into all of thesedifferent options which is a
great, I think that's not bad.
Now we're delving into theinteractive graphic, which I love.
(09:38):
I just think this is a really cool featureand frankly, fairly easy in WordPress
or whatever platform that you're using.
I've seen it in Shopify as well, but yeah,we've done something similar to that.
Here's all the, list of the differentinfographics, which is good.
Lastly, I a contact us form.
(09:59):
What I'm mis I'm, looking for,which I don't see, and in fact they
don't have is the mailing list.
So a lot of different companies arepeople that are interested in companies
are interested in maybe they don't wannacontact, but they want to find a little
bit more information about the site.
And so they're a mailing list mightbe an opportunity to to, increase
(10:20):
that conversion rate optimization bydoing an email marketing capability,
whether it's MailChimp or mail or lightor some other platforms such as the,
one that we use most commonly for forShopify and for WooCommerce is Klaviyo.
(10:42):
I'm definitely a big fan of their solutionbecause they've gotten not just email
notifications, but texting as well.
And so you can work through banningcard notifications and all the other key
things that that really do help convert.
And I can definitely attest to thefact that they, actually do work.
So here we do.
Here we go.
We're talking about thetwo different offices.
(11:02):
They at the top, when they talked aboutthe team, they spoke to, Boston and I
think they were missing the Jamaica plane.
I think it'd be good to actuallymention that and actually
show the that, it makes sense.
To if you're in Jamaica Plain,to actually contact them.
And then when we're looking at the socialprofiles I'm certainly there's an argument
(11:26):
that can be said for making sure thatwhen person's on the landing page, that
you push them to the conversion, whichin this case is the request a quote.
But I, do think that the, social platform.
Platforms right here have beenmarginalized and are missing some.
If you're a, if you're a currentinsurance company and it might make
(11:46):
sense to have a TikTok profile and aalmost all of these Platforms these days.
We do quite a bit of social marmarketing in Guru and and you
one of our, one of the tools thatwe've landed on is called Lumley.
and loomly does push all posts toto Facebook Instagram Twitter Google
(12:08):
Business profile which is reallysignificant when you start talking about.
All of the different platforms thatare out there and making sure that
your messaging is actually pushedwhen someone searches for your local
business on Google Business Profile.
Having those, posts actually showsup in your alongside your name.
(12:29):
Right below the address informationon the right on Google Business
profile, you'll see these posts.
And so having a tool, social mediaTool that actually posts directly
to your Google business profile isex extremely important in my mind,
mine, not just for social proofing,but secondly for making sure that you
can rank because the ranking actuallycomes a lot from, having current news.
(12:53):
So as we're flowing through, I cansee that this forged three company
ended up developing this website whichwe'll, come to a little bit later.
So now when I'm going throughall the different options.
I'm just gonna pick on the the autoone, and let's just take a look at
that site Now, from a let's just checkthe SEO so you can see that there, the
(13:18):
header is optimized, which is great.
We've got the meta description.
It's got clearly auto insurancein it, which is wonderful.
Excuse me.
Let's check the headers.
Headers are actually looking not bad.
At least they've got a littlebit more than the, main page.
So I'll give 'em kudos for that.
From a a SEO perspective, certainly youwant your logo to have the name of the
(13:44):
business in it along with the title ofthe, or your alt tag being set properly
to include the the brand search phrase.
And then you start delving into these.
They've got most of the altecs.
Noted which is pretty good.
Not bad.
This one certainly could, be optimized.
This image could be optimized as well.
(14:06):
But generally speaking they've got,the alt text title is not a ranking
factor as far as I understand.
Certainly entrusted in your thoughtsin the chat window, but I, definitely
focus on the alt facts, not the titles.
From a linking perspective, no.
Hey what, are we doingfor an internal linking?
And so lots of the internal.
(14:27):
Pound, lots of pounds.
They've got a few of these other andif you're looking to optimize these
fully you, might wanna load the, alittle bit more information on here.
Most of these te they've got quitea few, which is good, largely
from the menu and from the footer.
Along with the fo the phone number, whichis good mailed to on the email, which
(14:49):
I'm always a little bit nervous aboutbecause the you tend to get a lot of spam
because you can scan those quite easily.
But it's a, it is definitelygood to have that noted.
The open graph.
Let's take a look.
Got the Titan insurance, which is good.
Yeah, this doesn't look too bad.
Not too bad at all.
(15:10):
Now when we start digging intoall the, other optimizations,
we should probably take a lookat the page speed, just for fun.
See how well that they've compressed.
So the core web vitals is is failing.
This time to first bitefails which is not great.
LCP is not, terrible, not great.
(15:30):
And more importantly,let's check the site speed.
Any questions from the from the groupwhile I'm waiting for this to load.
All right if you have aquestion, let me know.
(15:51):
I'd be happy to answer it.
So as we flow through site, oh,site speed's pretty not great.
So we've got basically a 49 on mobileand certainly the majority of all
brow browsers are mobile these days.
So it's important to makesure that you consider them.
We've got a.
(16:11):
Definitely a ti.
Yeah, the server response time.
So there might be some, maybepotentially they're not cashing
appropriately or doing something, butthat would be worthwhile looking into
a little bit on U C S a little bit ofJavaScript, a little bit of JavaScript.
They're gonna be unified, whichis all certainly tools like word
(16:33):
sorry, I'm just looking here.
The WP Rocket, either way.
There, there's lots of different toolsthat actually ified JavaScripts, so
it's worth checking all of those out.
Having each image actuallyhave the explicit width and n
height they're not doing that.
And I'm ironically, they're actually,it's not actually seem, seems like
the the images have actually beencompressed, so kudos to them for that.
(16:56):
But regardless the, site speed is isslow and looks like the largest attribute
to that is due to the the web hosting.
And the initial survey response time.
So that's some something to consider.
Now as we flow through this, process, Idid wanna show you an interesting finding.
As I mentioned, anytime that you see a,site that has a large amount of content,
(17:21):
oftentimes they're leveraging a template.
Now that frankly isn't a problem.
I think generally speaking,if if that's what you're into.
But I did wanna just walk through thisspecific sentence and do something
just for fun with all of you.
So as we go through I'm gonna takethat very first sentence right here,
(17:45):
and I'm gonna throw quotes around itbecause that way Google knows that.
I don't want any words inthat quote to actually change.
I can see a lot of results,meaning this content is not unique.
Now, why is that important?
As we start to, to flow throughthe and when you're ranking, it's
(18:06):
important that these, that one of theranking factors is duplicate content.
So why does that matter?
Let's, take a look.
So, far we've got around 2000results that actually have.
This exact same sentence.
Now, when we start to flow through thethe, all of the the, SEO optimization
(18:30):
here, one of the key things that we wantedto discern is what are all these different
what are all these sites ranking for?
So what we can do is wecan take a look and we can.
Find that very quickly through Seru orats or the kind of the tools of choice, I
(18:54):
would say, depending on what you're into.
And so this site has seen a recent drop.
And the answer to your question, Jill,I've got a, I've actually got a lemme
just bring it up here on my other monitor.
I've got a nice little breakdown thatI recommend for That I presented for
(19:19):
I think it was the the WIX podcast.
But I've got a, structurethat I always recommend.
We're going on detention here, butI'm happy to to talk through it.
So generally speaking, I thinkobviously opt optimizing the url.
First of all, optimizing the the domain isreally important from ranking fa a factor
perspective, you'll see best of domains,often rank eyes for best of articles.
(19:44):
Having the url structured properly.
Makes a lot of sense.
Next up is the title tags which wementioned obviously meta descriptions,
headers, banners from obviouslyunderneath the header would be a banner.
And then within there i certainly ifbreadcrumbs are, great for ranking table
(20:04):
of contents is really key for, especiallyfor long form content, which I'm a fan of.
Then we've got the call to action andthen for each of the different entities
and when I'm developing websites,I really like to focus on entities.
Entities are really nouns for, a reallysimplistic mechanism of saying it.
And so for each of the differentnouns that I want to target you
(20:26):
can see I, I create an a headertwo, an H, excuse me, an H two.
So as we flow through each entitywould have its own H two or H three,
depending on what you're looking at.
H two for certainly the, top ones.
Then I have an image that'soptimized for the, search rate.
So if I'm having header offavorite or dog comforters.
(20:50):
I will have an image of a dog comforter.
I will have it optimized with from a filename perspective with dog comforter, if
that's the search phrase I'm targeting,and then I'll have it compressed using web
WebP or whatever high compression format.
Optimizing the alt text.
Also important for the images.
And then as you can see, adding nota crazy lengthy, but at least a solid
(21:13):
p paragraph of text underneath eachof the different H two s is key.
And then for the things thatneed to be split up even more,
maybe I've got a, dog comforter.
Blue or gray or something like that.
Just making this up impromptu you wouldcreate an H three and then have the
exact same thing layered in underneath.
(21:33):
And then throughout the documents,obviously it's, certainly
important to consider interlinking.
People can pay and frankly do pay aspart of our, agency, a lot of money
for backlinks and mitigating thecost of that and, saving yourself
actually quite a bit of money is.
It's properly structuringyour interlinking.
And so in this case, if you had a a,comforter or a a business insurance, you
(21:54):
might have a link with personal insuranceand the, in the the all text and then the
and, then naturally a link to that page.
And just referring people within the site.
And then that way you can actuallyincrease your your people brow
browsing on the site at the bottom.
I always recommend a enoughAQ question and answer.
And.
(22:15):
Focusing on Google snippets.
So when you search for a business,and in fact, we could do that
in this case just for fun.
So the we can pick on this Titan.
(22:36):
Titan insured, I think it was what it was.
There, it's below on almostevery single website is the.
With the exception of thisone, which is interesting.
So they may not be established enough, butthe point is there's a people also ask.
And when you develop your each year,different pages, having an f FAQ at the
(23:00):
bottom and answering all the questionsin the P people also ask section will
allow you to get a Google snippet.
Which means you're featured inthat people also ask section, which
actually is generally speaking,easier to rank for those than it is
to rank for the entire search race.
So taking those questions, answeringthem, and then going one step further
(23:22):
and actually explicitly defining andthese, there's quite a few different
tools that are built into Elementoror whatever you're interested in.
But the the FAQ schemagenerators are available online.
And to be frank, you can, if youwant to just hack or not hack, but
basically pull something together.
(23:44):
The FAQ
schema for example, like this wouldbe, what is, oh, duck on it, sorry.
What is Titan insured?
That would be the obvious question.
Generally speaking, whenever you'rebuilding an faq, you wanna make sure that
(24:05):
it is structured for Google to understand.
Google is naturally basicallynatural language processing solution.
And the, way to actually teach Googleis to use for to structure it in a
way that a natural language processingtechnology would scan that data type.
And then the, response is veryclearly is a insurance company.
(24:30):
Based in Boston and the other place theother town, whatever that was called,
index, you can see the Google schemeof, or the script that it's actually
generated, which is the jsun structure.
Basically you can copy that directlyinto your H T M L code and the, it
tells Google very clearly that thequestion is this, and the answer is this.
(24:55):
And certainly you can remove thisbottom part of the of the tech, of
the code because really that's justa, an internal link, but the, or
an external link to, to this guy,which you may or may not need to do.
But the generally speaking that'show it is structured and that's
what I recommend being added to theFAQs on the bottom of each page.
(25:19):
Following the FAQ questions naturallyis the experience and and expertise.
And so noting the authorI've, seen a few, excuse me.
I've got a bit of a call today.
The exper expertise andexperience even extended from
the author to a fact checker.
And so they actually have anauthor and a fact checker noted
(25:40):
which is really, interesting.
Yes, I will be making theavailable Or sorry, the recording
available after this is recorded.
Thank you.
The so we already talked about the schemaand how certainly the FAQ is valuable.
But moving past that there isa schema for local business.
(26:02):
There's a schema for entities.
And I've seen really good progress.
One of the guys that I follow onFacebook is is, really seeing a lot of
success by noting not just the the FAQschema, but the but the entity schema.
And Yeah, if you're interested inthat, def definitely reach out and
I'd be happy to, share the tool thatthat he created and it, it allows
(26:26):
you to actually create that, scheautomatically, largely, automatically
based on the entities that are notedin your document or your webpage.
So we went on a bit of a tangent,but coming back which is great the,
that content that we had looked atfrom that Titan insured website,
Was noted on around 2000 websites.
(26:47):
One of them was this Kins site.
Now, as you, as we look at this, how manydifferent keywords are they ranking for?
Let's, take a look cuz certainly this,is a fairly obvious and important thing.
Position one, two, and three.
On, Google, really, if you searchsomething and you see the first top three
(27:10):
results they get around depending on thesearch rate, 67% of the traffic, meaning
if you're not in the top three, it doesn'tyou're, not really getting much traffic
as you can see based on the traffic.
Now, as we flow through here, you cansee that these this, specific company,
and we'll sort it based on positionjust to get a sense of the true number.
(27:32):
They are ranking for 88 search phrasesin the top a hundred, but they only
have two that are on the first pageand none of them are in the top three.
So that's generally speaking, anindicator that the website although
it looks great and, whatnot, isn'toptimized from an SEO perspective.
Now one of the contributors for thismight be the fact that they have
(27:55):
duplicate content similar to thatlast the, Titan insured website that
we looked at Now, just to test that.
Let's look at the number two site.
And here, I'm just gonnacopy this in one more time.
(28:24):
Let's check out this one for fun.
Let's see what they're ranking for.
They're ranking for 108, which is great.
And how many are in thetop on the first page?
A few, but the problem is they'reonly ranking for their brand name,
(28:48):
which generally speaking is easy.
Any, insurance company is gonna wanna rankon the first page for distillery insurance
potentially, which is on the third page.
Or potentially maybe it's in,Keeper's liability insurance,
which is on page three as well.
And so you can see how we've, showedquickly that's that one specific site.
(29:14):
The, trend that we're seeingis moving on to the other ones.
Now.
Just maybe as a, last step, let's justcheck this one just to make sure that
we're not just get cherry picking.
One thing about SEO is you gottamake sure you analyze the heck out
of everything and always make sureyou're not making assumptions.
(29:35):
We're gonna look at this one for fun.
And so exactly the same case.
So you've got the brand ranking very high.
You've got let's just flow throughit down here to, to the Fort Worth.
Renter's insurance is onpage four in this case.
Yeah, three, four.
Yeah, we've shown that, Elise, froma content perspective you, wanna make
(29:58):
sure that your, content is distinct.
Surgeon.
How, but how come thatis all duplicate content?
Did they steal content from each other?
No.
No, they did not.
I, my gut feeling is, that in this case,this insurance company which is used, like
(30:19):
you can see there's around 2000 results.
And what's interesting is when welook at the the trends I, we could
do it or we, got, we have time,so let's flip over to to belt.
(30:40):
We could check that out.
And let's look at the, technologiesthat are running this website.
We got, we have Google Annex,we got Google site tag.
Normal, Fastly, which is the cdn, whichis, might be an issue, be behind that.
Other site's performance,but let's keep going.
(31:00):
WP Rocket, a standard plugin.
I love it.
Or Google font.
Eos another great s sa SEO tool.
Yeah, certainly our agency usesrank Map, but Yotta is also
well, respected, recapture.
Organizational s scheming schema, whichis great, like going back to those
(31:23):
schema discussions that we had earlier.
Really important.
Now, if you remember,this is the same company.
That the same name of the company thatactually was developing it, and they
are specialized on insurance websites.
So we can actually look at Forge threein the technology and figure out, all
(31:46):
right, how many websites actually havethis content, sorry, use this cms.
And the answer is 1,296 on the internet.
Now remember when we werelooking on Google and we, saw
that the number was around 2000?
The, answer is right here.
There's actually redirects.
And so they've got multiple differentdomains that are redirecting to
(32:08):
these these, sites right here.
We've, quickly validated that historicallythis company had around 1500 different
websites that they were hosting thatthey had created for insurance companies.
Total Amount Live wasbasically 1300 today, but.
That, that aligns quite closely tothe number that we saw when we were
(32:31):
searching for the that the, searchphrase that your car or, truck is often
your biggest asset inside of your home.
My, my gut feeling is, that a lotof these sites were actually made
programmatically, which is great becausethey've got exceptional look, feel.
The UI is nice and smooth.
(32:53):
I, didn't like the certainly there'ssome opportunities for conversion
rate optimization, but generallyspeaking, a great website now as a,
an insurance company comes along andactually picks that up as a foundation.
I think something likethat is, is amazing.
But from a a content perspective, whichis the gap, that, and really the the,
(33:14):
point of, this specific teardown, I woulddefinitely work to make sure that each of
the different pages content was updated toreflect the fact that hey, to be unique,
potentially throw in some Boston markets.
And one of the the, companies that Iwas have done work with and frankly
I do still work with is a new site.
(33:37):
On crypto, cryptocurrency news site,and they've been doing some really
interesting testing to incorporate foreach of their different language variants.
For example, the French one, theymight throw in the word Paris or
they might throw in some Frenchwords or something like that.
And so the, idea is reallyfrom a rankings perspective.
(33:58):
To rank for each of thedifferent geographical areas.
What ranks?
In the, in France words content that'slocal that potentially could have
the word Paris in it rank higher.
And I would say the exact samething for the for the, one
website that we had started with.
The for, Titan insured to actually flowthrough and actually rank for Boston, the
(34:20):
locality of Boston is important to, ininclude in the context of your content.
So creating custom content that mighthave the word Boston or things that
are around Boston would, be important.
And then obviously going through andthe, other thing that I've noticed was.
Even language barriers or changes betweenwhat searched in different countries
(34:43):
and areas compared to other areas.
So for example, if you're wantingto rank for web design in u s a, you
would probably the number one searchphrase, if I remember correctly,
was web development in Canada.
It's not web development,it's actually web design.
And so as you as you build out thecontent, you, you do wanna make
sure that there is some level ofof, customization needed for the
(35:06):
area that you're looking to target.
Yeah, so that's that's a bit about that.
And I guess in that vein let'sdo a little bit of research.
We don't have a heck of a lot of time,but I'd be happy to go through a little
bit of, analysis and maybe just startto think through what type of search
phrases people are searching because atleast our, primary center in all things
(35:29):
that we do, at least in Guru, is figuringout what people are searching for.
When we look at insurance, at leastin the context of Canada, which
where I'm based and where, a lot ofthe people on the call are from the
number one search is TD insurance.
All right.
As a, an insurance company who's basedin Canada that's a competitor, but it
(35:54):
does give you a really good indicationof the things that people are searching.
And frankly, maybe if we clickon TD insurance certainly for a
new website ranking on the 95 QRdifficulty is almost impossible.
You would need, as you cansee, 1400 websites linking to
you just to get in the top 10.
(36:15):
To get into position one,you might need double that.
So for a competitive search phase likeinsurance, We're not even gonna target it.
However, as you start to flow through,now it starts to get more interesting.
And so there's the actually beforeI go to this next screen the as I
mentioned, the a piece, people alsoask section of every website, which
(36:38):
is really the FAQ at the bottom.
And I do recommend havingan FAQ for every page.
And you can certainly have it by default,open or closed, but the, it is really
important to have that that noted.
But you can see in a HFS all thedifferent questions and the search volume.
So it gives you searchvolumes for really low low.
(37:01):
Or basically for things that are notsearched much, are not fully accurate,
but generally speaking, directionally,this is always a great tool.
And so I always suggesttaking a look at this.
Also, potentially pulling in Reddit,who often has some really good questions
that you can answer that are actuallycommonly searched, but may not show
in a lot of these different tools.
And then of course, looking at the Googlesnippets, which are really that people
(37:24):
also ask the SE section at the bottom.
Now when we flow through TDinsurance, all of a sudden becomes
quite attainable for a new site.
Now if a, brand new site has a domainrating of, let's just say in the order
of 24 maybe and it would take a bit ofwork to get it to 24, but let's just
assume that a local company would have 24.
(37:45):
Cuz most do, you can actually startto compete on TD insurance with
TD insurance which is interesting.
And secondly the, cure difficulties.
Crazy high.
Let's delve into this and actually maybewe can start to get a, few other ideas
for what we would also want to create.
A lot of my clients ask how can I actuallytarget TD insurance on my website?
(38:07):
You might have a TD insurance faq,you might have a page that's titled TD
Insurance phone number that has the TDinsurance phone number or TD insurance
quote, steps to get a TD insurance quote.
And and oh, by the way, at the verybottom of the section, and I'm, not
saying this is great, this is notthe best example, but maybe your TD
(38:28):
insurance quote would have, Link to thet to the TD insurance quote, and then
underneath that you'd say, Hey, and ifyou want a quote right now, here you go.
And so having that, passer,the competitors ha I've seen
that be really successful.
The, depending on your nation,depending on how appropriate it
is, but something to check out.
Now, if we flow through here I,I clearly it's a lot of work to
(38:50):
actually digest and, jump into allof these different search phrases.
So I'm not going to, however,I will give you a little bit of
a of a background on what our,process is ge generally speaking.
And that's to, get a really good senseof the the, groupings because as you go
(39:11):
through and actually create pages on yourwebsite, you wanna make sure that the
groupings of the, search phrases makesense, Now a lot of people will create
these groupings manually, and that, that'scertainly probably the best approach.
But in the case for you, you're lo low ontime and you wanna have this done quickly.
(39:32):
I, have pre ran this, but the,short answer is there is tools
like writers n that will dowhat's called keyword clustering.
Keyword clustering is really goingthrough all of the different search
raises that the TD insurance ranks for.
And I cherry picked the top 2,500 justfor the sake of time and collecting
(39:53):
them and actually grouping themtogether into keyword clusters.
So you can see all of thesearch phrases all together.
If you were to rank number onein all of them and get all of the
traffic, the search volume would be12 million, which is quite a bit.
However, if we're lookingfrom top to bottom.
TD Canada Trust searchraises are the brunt of it.
(40:14):
Certainly 5 million there.
Now let's just say we're notgonna target that cause we're a
different kind of insurance company.
I can start to flow through veryquickly the keyword clusters.
And in looking through the, nextone, I think that would probably
make sense for any company reallywould be insurance for card.
Which includes insurance for car,which is search 31,000 33,000
(40:37):
times insurance for cars, 33,000.
Google obviously is smart enough toknow that part parts are the same thing.
So that's why both of those actuallycome up with the same search volumes.
And then you can see each of the differentsearch phrases that, that that are
clustered together, meaning that I wouldcreate a, an article, a page on my site.
(40:58):
I would call it insurance for cars.
Not car insurance, but insurance for cars.
Cause I wanna match that.
Search raise.
Exactly.
And because it has thehighest search volume.
And then I would mention somethinglike if you're looking for insurance
for your car or if you're lookingfor insurance odd insurance.
I don't know how to put thatinto the sentence, but you
(41:19):
could probably figure out a way.
We, offer great insurance and you cansee that you can start to fold those
search phrases into your content andthen illustrate to Google that from a
semantic word cloud perspective, whichis really what we're talking about.
Creating content around yoursite with search raises.
That relate to your topic to make youlook like an ac to, so that Google
(41:40):
knows that you're an expert, really.
That's a, it's a great tactic here.
You can see the trend, and so I can seevery quickly that frankly, they're all
trending with the exception of this one.
So I would not probably focus on insurancein car because there's no volume.
I would focus most of myeffort on these, ones.
(42:02):
That's, at a macro level, I think howstructurally you can focus your content
and your site based on what people aresearching and and, extend it in there.
And so from a a, practical sensegives you a really nice understanding
of what people are searching for.
Gives you a nice quick anability to cluster your words
(42:23):
and create ENT entity clusters.
And You've got the insurance entitylife quote entity, the car rental
Calgary Car Rental Edmonton, whichobviously in this case is not
relevant for the for the BostonCompany, if we use that as an example.
But you can definitely see howvery quickly I can ascertain
the priority search raises orentities that I need to target.
(42:46):
Then I can map each ofthose to an existing page.
I can optimize the seo the, url.
The, med the, title, meta-description,headers, all that other stuff,
and then move on to the next one.
And if I have an existingpage, I can optimize.
That's great.
And if I have a, piece that hasno existing content, then I can
take that that search raise thatI know people are searching for,
(43:10):
and maybe create a blog post.
Or maybe I could create a comparisonpage in this case TD insurance
versus Titan insured or maybe I wouldcreate another article of that sort.
And that, that's at a, high levelthe, type of methodology that we
use that which is why really the,our clients have been successful.
(43:32):
Any questions?
Great.
Okay.
Ultimately, I reallyappreciate all of your time.
I hope you, you all had a, few takeaways.
I'm gonna I don't have anything else topresent for this session, but I did wanna
(43:52):
share that we're lined up to have NatMiletic of ClioWebsites.com present at
our next session which will be exciting.
He'll be delving into web designa lot of the toxics tactics that
he uses and sharing his expertise.
Thanks, so much for attending, and I hopeyou have a great day, and I hope you're,
able to to rank your site and prosper.
All right, thanks everyone to the rank and Prosper podcast.
today we're gonna do aninsurance company just for fun.
Because I've been doing SEO workfor an a local insurance company.
I thought it'd be fun.
, a little bit of background by myself.
Obviously I've been in it forabout 22 years, and so my,
it my background is heavy.
Deepening into that is adigital marketing background.
(00:26):
Probably about 15 years ago, I walkedinto a mattress a retail store
and they were having some problemswith their point of sales software.
I went behind the desk and helped the guy.
And he was kind enough to introduce meto the to the owners over the last few
years, I helped them to build their pointof sales software and their website.
And then of course,they're e-commerce platform.
(00:47):
From there expanded into a basicallyworked with the different owners in
that organization on a mattress companywhich we took off called Gottasleep Sleep.
Was able to rank them the GoddessSleep brand into to around
40,000 visitors per month.
And then from there, extended intothe really the digital marketing area.
(01:10):
And I started doingconsulting and contracting.
And then quickly started upan agency doing the just that
name guruseoservices.Com, whichis a, digital marketing agency.
So the point to this podcast really isto share lessons learned share a bit of
information on how to rank your website.
And one of the ways that I thoughtwould be fun is to do Teardowns.
(01:33):
Without further ado, we'regonna jump into the teardown.
Certainly in the chat, if you haveany questions I'd be happy to take
any questions that you have withregard to the processes that we
use in Guru and, more broadly SEOtips . Yeah we kicked off the meetup.
So if you look up rank and prosper onmeetup.com you can join our our meetup.
(01:56):
I'm hoping to schedule these every, coupleweeks every, month, depending on capacity
and look forward to the conversation.
So first off I, I just cherry pickedthis one because it was a website that
came up which I thought was, interesting.
And I would add to that our,website is rankandprosper.com.
(02:19):
So if you're interested in updatescertainly you check, it out.
So we're gonna delve intothe the presentation here.
So we've got obviouslyTitan titaninsured.com.
(02:39):
So I was doing some analysis herewith a, specific company that I
work with, and I thought this one aAnyway you'll, see where I'm going.
So we were checking out the,site at a macro a macro level.
You can see it's got some reallyinteresting elements on it.
Not, the best of which is thesereally cool in interactive ui, you can
(03:04):
see basically that you can actuallyz zoom into each of the different
hotspots on a on a profile, whichwas really interesting technology.
They've got a nice little callto action asking for a quote.
They've got the call toaction at the top here.
The UI of each of the different screensand the interactive graphs, I thought
was really an interesting function.
(03:26):
So from SEO perspective, certainlyyou can see starting with the landing
page that it's, really important.
The, purpose of the landing page is totarget the, name and the brand of the,
website and the company, in this case,Titan Insurance, which they've done.
Meta description, of course,is as Titan Insurance.
(03:46):
The, from a headerperspective, let's take a look.
So they're missing the targetsearch trays, which is the brand
in the H one which is a key thing.
And one initial observationwould certainly be to, throw
Titan Insurance in the H one.
And then as you flow down the, primarypage here doesn't have enough content.
(04:07):
And so you can see from aheader perspective they, need
more headers to actually tellGoogle what this site is about.
Right now they've only got three headers,an H one and H two, and an H three.
Fortunately, the headersare structured properly.
They've got the H one first, thenthe H two, and then the age three.
(04:28):
So I'll give 'em kudos for that.
But certainly three headersis not enough to tell.
Of content to actually tellGoogle what your, site's about.
In flowing down, you've got the, callto action at the very top, which I like
little bit of information to allow peopleto quickly navigate, which I also like.
Then the trust badges.
You can see here they've gota few trust badges, which is
(04:51):
generally speaking oh, sorry.
This isn't the trust badges.
These are just the sections on theweb the carriers or the insurance.
Insurers that they actuallyoffer which is interesting.
Not a bad tactic, but if, certainly froman SEO perspective, I'm sure people are
searching progressive insurance a lot andthere'd be opportunity to actually create
(05:12):
a progressive insurance page on the site.
Next up is a quick little.
I'm not really sure what these buttons do.
Oh, sorry.
That's for navigationon the on the insurers.
Then we delve into theactual to this little quote.
I think it'd be more valuable toactually include a quote or some type
(05:34):
of referral from one of their clients.
And feature that about now, learningabout us a little bit of an about
us capability, which is great.
I, certainly would probablypush the the Boston Agency up.
Certainly if the intent is totarget people that are in Boston,
you want that to be super obvious.
(05:55):
And I think right now, since it'snot bolded and this, two locations
is a great trust factor too.
I think if I was them, I'd probablymove up the Boston based agency
and two locations up potentiallymoving the sentence in below.
Trying to delve out
(06:19):
a little bit of team information,which is always valuable.
I'm not sure that the, that thisis great from a, conversion rate
optimization perspective though, becauseit doesn't provide a lot of context.
How big is the team?
They've got two offices.
Maybe they could state somethinglike 20 20 people work for us.
The solution.
Let's just take a look here.
(06:40):
So we've got obviously the personalinsurance, which seems to be their,
number one targeted market, whichis surprising because generally
speaking insurance companies,their primary target is business
insurance, not personal insurance.
But let's just keep on going here.
So they've got pages for each of thedifferent categories here, which is good.
(07:02):
They've got their sitehierarchy structured.
You can see the, this is a slashpersonal insurance slash home
insurance and so on and so forth.
The see all is interesting.
Okay, so they do have a fewmore services sh in addition
to the ones that are listed.
In fact, they have many differentstructured pages which has me certainly
(07:23):
thinking that some of this contentmay be automatically generated.
But let's keep going.
That's a a, segue.
Business insurance, certainly.
I think they've got the primary onesthat I can think of, which is good
insurance by industry, excuse me.
A really good tactic.
(07:45):
To, target not least, it gives people abit of a sensitive, they're a contractor.
Here's all the different servicesthat are actually aligned to
a, an industry or location.
Now certainly, like I mentionedearlier, having these reviews
up at the front would be great.
Because, and secondly, havinga little bit of context, right?
You're five outta five, but where'sthe data that actually proves that?
(08:07):
Having, let's just take a look at thisreview page and see if they're actually
dynamically grabbing the reviews.
So they've got a couple cherrypicked reviews, which is great.
But there are tools that lie to actuallydynamically grab the the Google reviews.
So that, I would definitely suggest that.
And that way it looks a littlebit more authentic or are real.
(08:30):
Almost all the review tools thatare available for WordPress,
which cer certain the site is.
You can actually filterbased on five stars.
So you would still be showingpeople really good stars, but at
least then it would be real anddynamic Judging from these reviews,
I think these are similar to what Iremember Joseph and and Brian and.
(08:53):
Heather actually being noted.
I always recommend having first andlast names in when you're noting
reviews because having Brian b is alittle bit vague, doesn't instill the,
confidence that you want in your conyour customers when you're really looking
to, convert from a policy perspective.
I think the client login isgreat, but one would expect
(09:15):
that to be actually higher up.
I would probably put the clientlogin at the top and that way.
It instills in the, person, in theaudience that you're very client-centric.
Now judging into all of thesedifferent options which is a
great, I think that's not bad.
Now we're delving into theinteractive graphic, which I love.
(09:38):
I just think this is a really cool featureand frankly, fairly easy in WordPress
or whatever platform that you're using.
I've seen it in Shopify as well, but yeah,we've done something similar to that.
Here's all the, list of the differentinfographics, which is good.
Lastly, I a contact us form.
(09:59):
What I'm mis I'm, looking for,which I don't see, and in fact they
don't have is the mailing list.
So a lot of different companies arepeople that are interested in companies
are interested in maybe they don't wannacontact, but they want to find a little
bit more information about the site.
And so they're a mailing list mightbe an opportunity to to, increase
(10:20):
that conversion rate optimization bydoing an email marketing capability,
whether it's MailChimp or mail or lightor some other platforms such as the,
one that we use most commonly for forShopify and for WooCommerce is Klaviyo.
(10:42):
I'm definitely a big fan of their solutionbecause they've gotten not just email
notifications, but texting as well.
And so you can work through banningcard notifications and all the other key
things that that really do help convert.
And I can definitely attest to thefact that they, actually do work.
So here we do.
Here we go.
We're talking about thetwo different offices.
(11:02):
They at the top, when they talked aboutthe team, they spoke to, Boston and I
think they were missing the Jamaica plane.
I think it'd be good to actuallymention that and actually
show the that, it makes sense.
To if you're in Jamaica Plain,to actually contact them.
And then when we're looking at the socialprofiles I'm certainly there's an argument
(11:26):
that can be said for making sure thatwhen person's on the landing page, that
you push them to the conversion, whichin this case is the request a quote.
But I, do think that the, social platform.
Platforms right here have beenmarginalized and are missing some.
If you're a, if you're a currentinsurance company and it might make
(11:46):
sense to have a TikTok profile and aalmost all of these Platforms these days.
We do quite a bit of social marmarketing in Guru and and you
one of our, one of the tools thatwe've landed on is called Lumley.
and loomly does push all posts toto Facebook Instagram Twitter Google
(12:08):
Business profile which is reallysignificant when you start talking about.
All of the different platforms thatare out there and making sure that
your messaging is actually pushedwhen someone searches for your local
business on Google Business Profile.
Having those, posts actually showsup in your alongside your name.
(12:29):
Right below the address informationon the right on Google Business
profile, you'll see these posts.
And so having a tool, social mediaTool that actually posts directly
to your Google business profile isex extremely important in my mind,
mine, not just for social proofing,but secondly for making sure that you
can rank because the ranking actuallycomes a lot from, having current news.
(12:53):
So as we're flowing through, I cansee that this forged three company
ended up developing this website whichwe'll, come to a little bit later.
So now when I'm going throughall the different options.
I'm just gonna pick on the the autoone, and let's just take a look at
that site Now, from a let's just checkthe SEO so you can see that there, the
(13:18):
header is optimized, which is great.
We've got the meta description.
It's got clearly auto insurancein it, which is wonderful.
Excuse me.
Let's check the headers.
Headers are actually looking not bad.
At least they've got a littlebit more than the, main page.
So I'll give 'em kudos for that.
From a a SEO perspective, certainly youwant your logo to have the name of the
(13:44):
business in it along with the title ofthe, or your alt tag being set properly
to include the the brand search phrase.
And then you start delving into these.
They've got most of the altecs.
Noted which is pretty good.
Not bad.
This one certainly could, be optimized.
This image could be optimized as well.
(14:06):
But generally speaking they've got,the alt text title is not a ranking
factor as far as I understand.
Certainly entrusted in your thoughtsin the chat window, but I, definitely
focus on the alt facts, not the titles.
From a linking perspective, no.
Hey what, are we doingfor an internal linking?
And so lots of the internal.
(14:27):
Pound, lots of pounds.
They've got a few of these other andif you're looking to optimize these
fully you, might wanna load the, alittle bit more information on here.
Most of these te they've got quitea few, which is good, largely
from the menu and from the footer.
Along with the fo the phone number, whichis good mailed to on the email, which
(14:49):
I'm always a little bit nervous aboutbecause the you tend to get a lot of spam
because you can scan those quite easily.
But it's a, it is definitelygood to have that noted.
The open graph.
Let's take a look.
Got the Titan insurance, which is good.
Yeah, this doesn't look too bad.
Not too bad at all.
(15:10):
Now when we start digging intoall the, other optimizations,
we should probably take a lookat the page speed, just for fun.
See how well that they've compressed.
So the core web vitals is is failing.
This time to first bitefails which is not great.
LCP is not, terrible, not great.
(15:30):
And more importantly,let's check the site speed.
Any questions from the from the groupwhile I'm waiting for this to load.
All right if you have aquestion, let me know.
(15:51):
I'd be happy to answer it.
So as we flow through site, oh,site speed's pretty not great.
So we've got basically a 49 on mobileand certainly the majority of all
brow browsers are mobile these days.
So it's important to makesure that you consider them.
We've got a.
(16:11):
Definitely a ti.
Yeah, the server response time.
So there might be some, maybepotentially they're not cashing
appropriately or doing something, butthat would be worthwhile looking into
a little bit on U C S a little bit ofJavaScript, a little bit of JavaScript.
They're gonna be unified, whichis all certainly tools like word
(16:33):
sorry, I'm just looking here.
The WP Rocket, either way.
There, there's lots of different toolsthat actually ified JavaScripts, so
it's worth checking all of those out.
Having each image actuallyhave the explicit width and n
height they're not doing that.
And I'm ironically, they're actually,it's not actually seem, seems like
the the images have actually beencompressed, so kudos to them for that.
(16:56):
But regardless the, site speed is isslow and looks like the largest attribute
to that is due to the the web hosting.
And the initial survey response time.
So that's some something to consider.
Now as we flow through this, process, Idid wanna show you an interesting finding.
As I mentioned, anytime that you see a,site that has a large amount of content,
(17:21):
oftentimes they're leveraging a template.
Now that frankly isn't a problem.
I think generally speaking,if if that's what you're into.
But I did wanna just walk through thisspecific sentence and do something
just for fun with all of you.
So as we go through I'm gonna takethat very first sentence right here,
(17:45):
and I'm gonna throw quotes around itbecause that way Google knows that.
I don't want any words inthat quote to actually change.
I can see a lot of results,meaning this content is not unique.
Now, why is that important?
As we start to, to flow throughthe and when you're ranking, it's
(18:06):
important that these, that one of theranking factors is duplicate content.
So why does that matter?
Let's, take a look.
So, far we've got around 2000results that actually have.
This exact same sentence.
Now, when we start to flow through thethe, all of the the, SEO optimization
(18:30):
here, one of the key things that we wantedto discern is what are all these different
what are all these sites ranking for?
So what we can do is wecan take a look and we can.
Find that very quickly through Seru orats or the kind of the tools of choice, I
(18:54):
would say, depending on what you're into.
And so this site has seen a recent drop.
And the answer to your question, Jill,I've got a, I've actually got a lemme
just bring it up here on my other monitor.
I've got a nice little breakdown thatI recommend for That I presented for
(19:19):
I think it was the the WIX podcast.
But I've got a, structurethat I always recommend.
We're going on detention here, butI'm happy to to talk through it.
So generally speaking, I thinkobviously opt optimizing the url.
First of all, optimizing the the domain isreally important from ranking fa a factor
perspective, you'll see best of domains,often rank eyes for best of articles.
(19:44):
Having the url structured properly.
Makes a lot of sense.
Next up is the title tags which wementioned obviously meta descriptions,
headers, banners from obviouslyunderneath the header would be a banner.
And then within there i certainly ifbreadcrumbs are, great for ranking table
(20:04):
of contents is really key for, especiallyfor long form content, which I'm a fan of.
Then we've got the call to action andthen for each of the different entities
and when I'm developing websites,I really like to focus on entities.
Entities are really nouns for, a reallysimplistic mechanism of saying it.
And so for each of the differentnouns that I want to target you
(20:26):
can see I, I create an a headertwo, an H, excuse me, an H two.
So as we flow through each entitywould have its own H two or H three,
depending on what you're looking at.
H two for certainly the, top ones.
Then I have an image that'soptimized for the, search rate.
So if I'm having header offavorite or dog comforters.
(20:50):
I will have an image of a dog comforter.
I will have it optimized with from a filename perspective with dog comforter, if
that's the search phrase I'm targeting,and then I'll have it compressed using web
WebP or whatever high compression format.
Optimizing the alt text.
Also important for the images.
And then as you can see, adding nota crazy lengthy, but at least a solid
(21:13):
p paragraph of text underneath eachof the different H two s is key.
And then for the things thatneed to be split up even more,
maybe I've got a, dog comforter.
Blue or gray or something like that.
Just making this up impromptu you wouldcreate an H three and then have the
exact same thing layered in underneath.
(21:33):
And then throughout the documents,obviously it's, certainly
important to consider interlinking.
People can pay and frankly do pay aspart of our, agency, a lot of money
for backlinks and mitigating thecost of that and, saving yourself
actually quite a bit of money is.
It's properly structuringyour interlinking.
And so in this case, if you had a a,comforter or a a business insurance, you
(21:54):
might have a link with personal insuranceand the, in the the all text and then the
and, then naturally a link to that page.
And just referring people within the site.
And then that way you can actuallyincrease your your people brow
browsing on the site at the bottom.
I always recommend a enoughAQ question and answer.
And.
(22:15):
Focusing on Google snippets.
So when you search for a business,and in fact, we could do that
in this case just for fun.
So the we can pick on this Titan.
(22:36):
Titan insured, I think it was what it was.
There, it's below on almostevery single website is the.
With the exception of thisone, which is interesting.
So they may not be established enough, butthe point is there's a people also ask.
And when you develop your each year,different pages, having an f FAQ at the
(23:00):
bottom and answering all the questionsin the P people also ask section will
allow you to get a Google snippet.
Which means you're featured inthat people also ask section, which
actually is generally speaking,easier to rank for those than it is
to rank for the entire search race.
So taking those questions, answeringthem, and then going one step further
(23:22):
and actually explicitly defining andthese, there's quite a few different
tools that are built into Elementoror whatever you're interested in.
But the the FAQ schemagenerators are available online.
And to be frank, you can, if youwant to just hack or not hack, but
basically pull something together.
(23:44):
The FAQ
schema for example, like this wouldbe, what is, oh, duck on it, sorry.
What is Titan insured?
That would be the obvious question.
Generally speaking, whenever you'rebuilding an faq, you wanna make sure that
(24:05):
it is structured for Google to understand.
Google is naturally basicallynatural language processing solution.
And the, way to actually teach Googleis to use for to structure it in a
way that a natural language processingtechnology would scan that data type.
And then the, response is veryclearly is a insurance company.
(24:30):
Based in Boston and the other place theother town, whatever that was called,
index, you can see the Google schemeof, or the script that it's actually
generated, which is the jsun structure.
Basically you can copy that directlyinto your H T M L code and the, it
tells Google very clearly that thequestion is this, and the answer is this.
(24:55):
And certainly you can remove thisbottom part of the of the tech, of
the code because really that's justa, an internal link, but the, or
an external link to, to this guy,which you may or may not need to do.
But the generally speaking that'show it is structured and that's
what I recommend being added to theFAQs on the bottom of each page.
(25:19):
Following the FAQ questions naturallyis the experience and and expertise.
And so noting the authorI've, seen a few, excuse me.
I've got a bit of a call today.
The exper expertise andexperience even extended from
the author to a fact checker.
And so they actually have anauthor and a fact checker noted
(25:40):
which is really, interesting.
Yes, I will be making theavailable Or sorry, the recording
available after this is recorded.
Thank you.
The so we already talked about the schemaand how certainly the FAQ is valuable.
But moving past that there isa schema for local business.
(26:02):
There's a schema for entities.
And I've seen really good progress.
One of the guys that I follow onFacebook is is, really seeing a lot of
success by noting not just the the FAQschema, but the but the entity schema.
And Yeah, if you're interested inthat, def definitely reach out and
I'd be happy to, share the tool thatthat he created and it, it allows
(26:26):
you to actually create that, scheautomatically, largely, automatically
based on the entities that are notedin your document or your webpage.
So we went on a bit of a tangent,but coming back which is great the,
that content that we had looked atfrom that Titan insured website,
Was noted on around 2000 websites.
(26:47):
One of them was this Kins site.
Now, as you, as we look at this, how manydifferent keywords are they ranking for?
Let's, take a look cuz certainly this,is a fairly obvious and important thing.
Position one, two, and three.
On, Google, really, if you searchsomething and you see the first top three
(27:10):
results they get around depending on thesearch rate, 67% of the traffic, meaning
if you're not in the top three, it doesn'tyou're, not really getting much traffic
as you can see based on the traffic.
Now, as we flow through here, you cansee that these this, specific company,
and we'll sort it based on positionjust to get a sense of the true number.
(27:32):
They are ranking for 88 search phrasesin the top a hundred, but they only
have two that are on the first pageand none of them are in the top three.
So that's generally speaking, anindicator that the website although
it looks great and, whatnot, isn'toptimized from an SEO perspective.
Now one of the contributors for thismight be the fact that they have
(27:55):
duplicate content similar to thatlast the, Titan insured website that
we looked at Now, just to test that.
Let's look at the number two site.
And here, I'm just gonnacopy this in one more time.
(28:24):
Let's check out this one for fun.
Let's see what they're ranking for.
They're ranking for 108, which is great.
And how many are in thetop on the first page?
A few, but the problem is they'reonly ranking for their brand name,
(28:48):
which generally speaking is easy.
Any, insurance company is gonna wanna rankon the first page for distillery insurance
potentially, which is on the third page.
Or potentially maybe it's in,Keeper's liability insurance,
which is on page three as well.
And so you can see how we've, showedquickly that's that one specific site.
(29:14):
The, trend that we're seeingis moving on to the other ones.
Now.
Just maybe as a, last step, let's justcheck this one just to make sure that
we're not just get cherry picking.
One thing about SEO is you gottamake sure you analyze the heck out
of everything and always make sureyou're not making assumptions.
(29:35):
We're gonna look at this one for fun.
And so exactly the same case.
So you've got the brand ranking very high.
You've got let's just flow throughit down here to, to the Fort Worth.
Renter's insurance is onpage four in this case.
Yeah, three, four.
Yeah, we've shown that, Elise, froma content perspective you, wanna make
(29:58):
sure that your, content is distinct.
Surgeon.
How, but how come thatis all duplicate content?
Did they steal content from each other?
No.
No, they did not.
I, my gut feeling is, that in this case,this insurance company which is used, like
(30:19):
you can see there's around 2000 results.
And what's interesting is when welook at the the trends I, we could
do it or we, got, we have time,so let's flip over to to belt.
(30:40):
We could check that out.
And let's look at the, technologiesthat are running this website.
We got, we have Google Annex,we got Google site tag.
Normal, Fastly, which is the cdn, whichis, might be an issue, be behind that.
Other site's performance,but let's keep going.
(31:00):
WP Rocket, a standard plugin.
I love it.
Or Google font.
Eos another great s sa SEO tool.
Yeah, certainly our agency usesrank Map, but Yotta is also
well, respected, recapture.
Organizational s scheming schema, whichis great, like going back to those
(31:23):
schema discussions that we had earlier.
Really important.
Now, if you remember,this is the same company.
That the same name of the company thatactually was developing it, and they
are specialized on insurance websites.
So we can actually look at Forge threein the technology and figure out, all
(31:46):
right, how many websites actually havethis content, sorry, use this cms.
And the answer is 1,296 on the internet.
Now remember when we werelooking on Google and we, saw
that the number was around 2000?
The, answer is right here.
There's actually redirects.
And so they've got multiple differentdomains that are redirecting to
(32:08):
these these, sites right here.
We've, quickly validated that historicallythis company had around 1500 different
websites that they were hosting thatthey had created for insurance companies.
Total Amount Live wasbasically 1300 today, but.
That, that aligns quite closely tothe number that we saw when we were
(32:31):
searching for the that the, searchphrase that your car or, truck is often
your biggest asset inside of your home.
My, my gut feeling is, that a lotof these sites were actually made
programmatically, which is great becausethey've got exceptional look, feel.
The UI is nice and smooth.
(32:53):
I, didn't like the certainly there'ssome opportunities for conversion
rate optimization, but generallyspeaking, a great website now as a,
an insurance company comes along andactually picks that up as a foundation.
I think something likethat is, is amazing.
But from a a content perspective, whichis the gap, that, and really the the,
(33:14):
point of, this specific teardown, I woulddefinitely work to make sure that each of
the different pages content was updated toreflect the fact that hey, to be unique,
potentially throw in some Boston markets.
And one of the the, companies that Iwas have done work with and frankly
I do still work with is a new site.
(33:37):
On crypto, cryptocurrency news site,and they've been doing some really
interesting testing to incorporate foreach of their different language variants.
For example, the French one, theymight throw in the word Paris or
they might throw in some Frenchwords or something like that.
And so the, idea is reallyfrom a rankings perspective.
(33:58):
To rank for each of thedifferent geographical areas.
What ranks?
In the, in France words content that'slocal that potentially could have
the word Paris in it rank higher.
And I would say the exact samething for the for the, one
website that we had started with.
The for, Titan insured to actually flowthrough and actually rank for Boston, the
(34:20):
locality of Boston is important to, ininclude in the context of your content.
So creating custom content that mighthave the word Boston or things that
are around Boston would, be important.
And then obviously going through andthe, other thing that I've noticed was.
Even language barriers or changes betweenwhat searched in different countries
(34:43):
and areas compared to other areas.
So for example, if you're wantingto rank for web design in u s a, you
would probably the number one searchphrase, if I remember correctly,
was web development in Canada.
It's not web development,it's actually web design.
And so as you as you build out thecontent, you, you do wanna make
sure that there is some level ofof, customization needed for the
(35:06):
area that you're looking to target.
Yeah, so that's that's a bit about that.
And I guess in that vein let'sdo a little bit of research.
We don't have a heck of a lot of time,but I'd be happy to go through a little
bit of, analysis and maybe just startto think through what type of search
phrases people are searching because atleast our, primary center in all things
(35:29):
that we do, at least in Guru, is figuringout what people are searching for.
When we look at insurance, at leastin the context of Canada, which
where I'm based and where, a lot ofthe people on the call are from the
number one search is TD insurance.
All right.
As a, an insurance company who's basedin Canada that's a competitor, but it
(35:54):
does give you a really good indicationof the things that people are searching.
And frankly, maybe if we clickon TD insurance certainly for a
new website ranking on the 95 QRdifficulty is almost impossible.
You would need, as you cansee, 1400 websites linking to
you just to get in the top 10.
(36:15):
To get into position one,you might need double that.
So for a competitive search phase likeinsurance, We're not even gonna target it.
However, as you start to flow through,now it starts to get more interesting.
And so there's the actually beforeI go to this next screen the as I
mentioned, the a piece, people alsoask section of every website, which
(36:38):
is really the FAQ at the bottom.
And I do recommend havingan FAQ for every page.
And you can certainly have it by default,open or closed, but the, it is really
important to have that that noted.
But you can see in a HFS all thedifferent questions and the search volume.
So it gives you searchvolumes for really low low.
(37:01):
Or basically for things that are notsearched much, are not fully accurate,
but generally speaking, directionally,this is always a great tool.
And so I always suggesttaking a look at this.
Also, potentially pulling in Reddit,who often has some really good questions
that you can answer that are actuallycommonly searched, but may not show
in a lot of these different tools.
And then of course, looking at the Googlesnippets, which are really that people
(37:24):
also ask the SE section at the bottom.
Now when we flow through TDinsurance, all of a sudden becomes
quite attainable for a new site.
Now if a, brand new site has a domainrating of, let's just say in the order
of 24 maybe and it would take a bit ofwork to get it to 24, but let's just
assume that a local company would have 24.
(37:45):
Cuz most do, you can actually startto compete on TD insurance with
TD insurance which is interesting.
And secondly the, cure difficulties.
Crazy high.
Let's delve into this and actually maybewe can start to get a, few other ideas
for what we would also want to create.
A lot of my clients ask how can I actuallytarget TD insurance on my website?
(38:07):
You might have a TD insurance faq,you might have a page that's titled TD
Insurance phone number that has the TDinsurance phone number or TD insurance
quote, steps to get a TD insurance quote.
And and oh, by the way, at the verybottom of the section, and I'm, not
saying this is great, this is notthe best example, but maybe your TD
(38:28):
insurance quote would have, Link to thet to the TD insurance quote, and then
underneath that you'd say, Hey, and ifyou want a quote right now, here you go.
And so having that, passer,the competitors ha I've seen
that be really successful.
The, depending on your nation,depending on how appropriate it
is, but something to check out.
Now, if we flow through here I,I clearly it's a lot of work to
(38:50):
actually digest and, jump into allof these different search phrases.
So I'm not going to, however,I will give you a little bit of
a of a background on what our,process is ge generally speaking.
And that's to, get a really good senseof the the, groupings because as you go
(39:11):
through and actually create pages on yourwebsite, you wanna make sure that the
groupings of the, search phrases makesense, Now a lot of people will create
these groupings manually, and that, that'scertainly probably the best approach.
But in the case for you, you're lo low ontime and you wanna have this done quickly.
(39:32):
I, have pre ran this, but the,short answer is there is tools
like writers n that will dowhat's called keyword clustering.
Keyword clustering is really goingthrough all of the different search
raises that the TD insurance ranks for.
And I cherry picked the top 2,500 justfor the sake of time and collecting
(39:53):
them and actually grouping themtogether into keyword clusters.
So you can see all of thesearch phrases all together.
If you were to rank number onein all of them and get all of the
traffic, the search volume would be12 million, which is quite a bit.
However, if we're lookingfrom top to bottom.
TD Canada Trust searchraises are the brunt of it.
(40:14):
Certainly 5 million there.
Now let's just say we're notgonna target that cause we're a
different kind of insurance company.
I can start to flow through veryquickly the keyword clusters.
And in looking through the, nextone, I think that would probably
make sense for any company reallywould be insurance for card.
Which includes insurance for car,which is search 31,000 33,000
(40:37):
times insurance for cars, 33,000.
Google obviously is smart enough toknow that part parts are the same thing.
So that's why both of those actuallycome up with the same search volumes.
And then you can see each of the differentsearch phrases that, that that are
clustered together, meaning that I wouldcreate a, an article, a page on my site.
(40:58):
I would call it insurance for cars.
Not car insurance, but insurance for cars.
Cause I wanna match that.
Search raise.
Exactly.
And because it has thehighest search volume.
And then I would mention somethinglike if you're looking for insurance
for your car or if you're lookingfor insurance odd insurance.
I don't know how to put thatinto the sentence, but you
(41:19):
could probably figure out a way.
We, offer great insurance and you cansee that you can start to fold those
search phrases into your content andthen illustrate to Google that from a
semantic word cloud perspective, whichis really what we're talking about.
Creating content around yoursite with search raises.
That relate to your topic to make youlook like an ac to, so that Google
(41:40):
knows that you're an expert, really.
That's a, it's a great tactic here.
You can see the trend, and so I can seevery quickly that frankly, they're all
trending with the exception of this one.
So I would not probably focus on insurancein car because there's no volume.
I would focus most of myeffort on these, ones.
(42:02):
That's, at a macro level, I think howstructurally you can focus your content
and your site based on what people aresearching and and, extend it in there.
And so from a a, practical sensegives you a really nice understanding
of what people are searching for.
Gives you a nice quick anability to cluster your words
(42:23):
and create ENT entity clusters.
And You've got the insurance entitylife quote entity, the car rental
Calgary Car Rental Edmonton, whichobviously in this case is not
relevant for the for the BostonCompany, if we use that as an example.
But you can definitely see howvery quickly I can ascertain
the priority search raises orentities that I need to target.
(42:46):
Then I can map each ofthose to an existing page.
I can optimize the seo the, url.
The, med the, title, meta-description,headers, all that other stuff,
and then move on to the next one.
And if I have an existingpage, I can optimize.
That's great.
And if I have a, piece that hasno existing content, then I can
take that that search raise thatI know people are searching for,
(43:10):
and maybe create a blog post.
Or maybe I could create a comparisonpage in this case TD insurance
versus Titan insured or maybe I wouldcreate another article of that sort.
And that, that's at a, high levelthe, type of methodology that we
use that which is why really the,our clients have been successful.
(43:32):
Any questions?
Great.
Okay.
Ultimately, I reallyappreciate all of your time.
I hope you, you all had a, few takeaways.
I'm gonna I don't have anything else topresent for this session, but I did wanna
(43:52):
share that we're lined up to have NatMiletic of ClioWebsites.com present at
our next session which will be exciting.
He'll be delving into web designa lot of the toxics tactics that
he uses and sharing his expertise.
Thanks, so much for attending, and I hopeyou have a great day, and I hope you're,
able to to rank your site and prosper.
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