0:00 hey everybody Joe here so in this video
0:02 I have a second round of Weaver space
0:05 Summit highlights throughout the years
0:07 again these are some of users attendees
0:11 favorite talks so here we have three
0:13 more talks first one is from Brett
0:16 Carmichael he's going to talk about how
0:18 to score 100s on Google page speed and
0:21 then we're gonna get into Josh Hardwick
0:23 from uh ahrefs great SEO company really
0:27 in-depth tool some great stuff there
0:30 about how to
0:32 um Target the right keywords and do some
0:34 search engine optimization for your
0:36 websites and the last one was one of my
0:39 favorites from Master himself Paul
0:41 russum given just a master class on
0:44 Affinity designer so I hope you enjoy
0:46 these it was really hard going through
0:48 and picking out the highlights because
0:49 these talks were full of so many amazing
0:52 points
0:53 um that I wish you could access all of
0:54 them and you can if you get your ticket
0:57 to the summit
0:58 um yeah you'll get access to all these
1:00 talks plus a whole lot more all the
1:03 talks for the past seven years plus
1:07 um you'll get access to so go ahead
1:09 please go ahead and get your ticket now
1:12 um and uh hopefully we'll see you then
1:14 take care enjoy these highlights and
1:17 we'll see you at the summit this year
1:18 bye
1:23 all right so I set up a little just a
1:25 simple landing page for this and I just
1:28 uh it's online right now you can visit
1:30 it I'm not saying it's pretty or it's
1:32 beautiful but it's serviceable
1:34 and I just want to show like I ran this
1:37 through Google Pace Space page speed
1:39 here before the before our session you
1:42 can see our mobile here I got 99 and our
1:45 desktop we got a hundred so those are
1:46 pretty good scores they all pass core
1:48 web vitals and stuff which Google cares
1:50 about
1:53 um now now first I just want to say you
1:56 should always focus on user experience
1:57 like don't just go for like a good page
2:00 speed score on on Google that's not the
2:03 right way to approach building website
2:06 you want it to load fast for the user
2:08 and you wanted to load fast on desktop
2:11 and importantly mobile where most the
2:13 web browsing happens I also use GT
2:15 metrics to help to kind of inform like
2:18 how I do page speed here the waterfall
2:21 chart is really helpful because this
2:23 will show you like if you have like huge
2:24 images and stuff it'll show you what's
2:26 taking the longest to load it'll also
2:28 show you like what dependencies that you
2:31 have
2:31 don't let this kind of overwhelm you the
2:35 the really important thing is
2:37 this helps you with the gotchas right
2:39 like really big images and stuff like I
2:41 see a lot of time in the forums like why
2:43 is my web page loading slowly and you
2:45 have like there's like a three three Meg
2:47 image or something and that like
2:49 destroys page speeds you don't want any
2:51 multi-megabyte images
2:54 all right uh the first thing that you'll
2:55 see you've got site Styles here nothing
2:58 on some swatches for CSS don't worry
3:00 about these things
3:02 um SEO meta tags there's some
3:04 performance tags if you have this uh
3:07 Joe's SEO product Suite but
3:10 um awesome like never get your fonts
3:12 from Google like you can but you will
3:15 get yourself you will deliver faster web
3:18 load page load times if you get those
3:22 resources and host them yourself
3:24 and
3:26 um
3:27 I'll show you I always use this Google
3:29 web fonts helper site here
3:33 and you can download any Google font
3:36 families from here
3:39 uh squish.app this is actually Google
3:41 but
3:43 um you can load any image in here and
3:45 I'm just going to just take a picture
3:46 what we're doing right now
3:48 and I'll throw this up here right and
3:50 then you can choose your compression so
3:52 I just leave it on Moz jpeg right and
3:55 you can kind of go back and forth with a
3:57 slider and I will take this down
4:01 um until it until it literally like
4:02 stops looking good right and then I'll
4:04 download a download image and you'll see
4:07 like I'm I'd be saving 88 on this right
4:10 so that that's a lot so I do this with
4:13 every single image that I put on a
4:15 website like and among all the things
4:18 that we're talking about today
4:21 um the thing that'll probably save you
4:24 the most in terms of just like outright
4:26 like bandwidth that you your website
4:29 needs to load a web page is going to be
4:31 like your image sizes
4:33 um all right
4:34 now I pulled off a little trick here
4:37 um with with my hero image which helps
4:40 me just the way that I put this it helps
4:43 me avoid what's called like that CLS or
4:47 that layout shift
4:49 um Google doesn't like that what that is
4:51 is when somebody visits a web page it it
4:53 kind of skips on the page images because
4:56 they like are heavy to load
4:59 um will cause that that layout shift
5:02 that's undesirable so on mobile you'll
5:05 see that this image here breaks below
5:08 but there is a way that you can solve
5:10 for this regardless and that's like
5:12 declaring your your image sizes
5:15 Google tells you to declare the size and
5:18 you do want to do that but you can
5:20 declare it you don't have to declare
5:22 that size at every single break point
5:23 what's kind of neat is you can just
5:25 declare like whatever image size that
5:27 you want but like what's important is
5:28 the aspect ratio so if that thing is
5:31 like 2 000 pixels like your big image is
5:34 2 000 pixels by one that by 1000 pixels
5:38 down
5:40 and Supply that as your the size of your
5:44 image and then you can just have a
5:45 display is 100 right and it doesn't
5:47 matter
5:48 when I have my image here I can Define
5:51 size in here
5:53 it's here like your what Google calls
5:55 like their core web vitals honestly like
5:58 I think people are making maybe a little
5:59 bit bigger of a deal out of them than
6:01 they are but still you know if you can
6:03 pass stuff right this all this stuff
6:05 equates to like you know what
6:06 constitutes a good user experience so
6:09 but it's this cumulative layout shift
6:11 that we're talking about so you can see
6:12 like when I loaded this it was it was
6:14 Zero uh do sliders take longer to load
6:18 than if I just had one image
6:21 yeah it's going to load all of those
6:23 images
6:24 um and then the script for the slider I
6:27 I don't sliders can be for me like a
6:30 kind of Bittersweet like the motion's
6:32 kind of neat but the
6:35 um
6:36 I don't know I I tend to avoid them I
6:38 think that's made me more of an
6:39 aesthetic choice but
6:42 um also like the key with the key I like
6:44 to just have like that key message at
6:46 the top of the page without kind of like
6:48 rotating that
6:51 um and also like if I have the same
6:52 message right in different images and it
6:54 can make the the message harder to read
6:57 um you know because because of the
6:59 motion back there and if I'm changing
7:00 the message when Google calls a page
7:02 like well what do you want to be the key
7:04 message because it's not gonna it's not
7:06 going to read them all
7:08 um so one thing that like in in terms of
7:11 going into like mobile first indexing
7:14 and stuff
7:15 um when Google did that they've been
7:18 kind of warning for a few years now like
7:20 if you have you want to have like the
7:23 same content viewable on desktop and on
7:26 mobile where formerly folks would kind
7:30 of like if they had something on desktop
7:31 and they just they would just hide it on
7:33 mobile like maybe it was like a you know
7:35 something that would be like ugly on a
7:37 smaller screen but if you have like
7:39 words that you want people to read like
7:41 those are if anything like a slider or
7:43 whatever is set to display none and the
7:45 Google crawler doesn't see that on
7:47 mobile then it might as well not be
7:49 there so that that's not that may not be
7:52 like super awesome for hm for um SEO
7:56 where I will use sliders or like you
7:59 know down on like midline on Mid align
8:01 and lower on the page like trusted by X
8:04 Y and Z companies or whatever or for
8:06 like testimonials and stuff like that
8:07 Find Sliders are useful there but I
8:10 personally do not use them at the top of
8:12 the page I don't like them and I don't
8:14 think they're valuable
8:21 obviously what we're going to talk about
8:22 today is Qi research and basically how
8:25 to do keyword research in a way that we
8:26 can get as much traffic as possible uh
8:29 to our website watching our website you
8:31 you're doing SEO for and getting as much
8:33 what happens today is that
8:35 most pages that rank in the top 10 for a
8:38 keyword also ranking the rank in the top
8:40 10 for lots of other keywords as well so
8:42 this is a study that we carried out a
8:43 couple of years ago I think now and
8:44 basically what we found is the average
8:45 top ranking page on the first page also
8:48 ranks in the top 10 for a thousand other
8:49 keywords on average so if you went for
8:51 how to lose weight you'd never rent for
8:53 loads of other things that are somewhat
8:54 related to that as well organic keywords
8:56 report inside Explorer so you can see
8:58 that this page actually ranks in the top
8:59 three for how to lose weight best way to
9:01 lose weight fastest way to lose weight
9:03 and tons of other things
9:05 um so you know even around for stuff
9:07 like diet plan and other related terms
9:09 so the key takeaway here is actually
9:11 that there's no fixed limit on the
9:13 number of keywords that the page can
9:14 rank for so just to show another example
9:16 of this like a super clear example so if
9:18 you look for uh Donald Trump age that
9:20 keyword uh gets around 50 000 searches a
9:22 month but you can see that it actually
9:24 gets
9:25 such a small percentage of clicks
9:27 compared to that search volume so this
9:29 is the number of people number of clicks
9:30 searches that actually result in clicks
9:32 so 51 searches happen uh 7 200 clicks
9:35 actually happen on search results so
9:37 that's around 14 percent
9:39 and the reason this happens is by clear
9:41 when you actually look at the Google
9:42 search results for that keyword because
9:43 Google puts the answer right there in
9:45 the search results so there's no reason
9:46 that anyone would ever click any of the
9:48 results because 99 of people's queries
9:50 just answers right there and that's why
9:52 there's such a low uh number of clicks
9:54 on these searches if you want to compete
9:56 for it even if you want to rank on that
9:57 first page number one or or you know as
9:59 high as possible
10:01 the best advice is to actually follow
10:02 Sue in general and that's at least in
10:05 terms of content type so basically if
10:08 you see how-to guides ranking in there
10:10 then you want to create a how-to guide
10:11 you see product pages random there you
10:12 want to create a product page if you
10:13 start trying to shoehorn a product page
10:15 into a uh you know onto a first page
10:18 where people want your information it's
10:19 just not going to work and you're just
10:21 gonna be fine you're losing battle and
10:22 uh it's not very smart ways to do SEO so
10:26 the thing is though with search intent
10:27 is just to complete matters a little bit
10:30 it's not always this place so with the
10:31 examples that we looked at so far quite
10:33 clear and quite clear to it it's not
10:35 always that that layer and it's not
10:36 always the case so one good example of
10:38 this is if you search for the query
10:40 football in the United States so these
10:43 are the top ranking Pages uh for that
10:45 query and you can see that they're all
10:46 about American football
10:48 but if you do the exact same thing in
10:49 the UK you get a completely different
10:50 set of search results uh because
10:52 obviously the American game of football
10:53 in the UK or or uh British or european
10:56 game of football are completely
10:57 different games based on this data based
10:59 on these two million keyword rankings
11:00 what kind of factors influence rankings
11:03 what kind of on-page factors their title
11:05 tags and keywords and title and all that
11:06 kind of thing and this was a good piece
11:09 of content and it got tons of links on
11:10 the back off the back of that and what
11:12 we found is that we ranked reasonably
11:14 well for the talent keyword uh on page
11:16 SEO but only for a short amount of time
11:18 and you can see from this strap that you
11:19 know where the blue line goes up that's
11:21 where we start ranking but we soon start
11:23 to drop off those for off that first
11:25 page and we did basically disintegrate
11:26 into nothing we're on the fourth or
11:28 fifth Page by the end of this
11:29 so what we did is we actually started to
11:31 look at the search results
11:33 and try to started to try to understand
11:36 searching 10 and where we might be going
11:38 wrong what we realized when we're
11:39 looking at these as you can see here is
11:42 that what people actually want is just a
11:43 basic guide to one page SEO they don't
11:45 want this in crazily in-depth study with
11:48 data points all over the place they want
11:50 just a simple guide to actually do an
11:52 SEO uh optimizing the pages perfectly
11:55 um a cheat sheet or a guide for
11:56 beginners that kind of thing
11:58 so we went back and Revisited this guide
12:00 and we republished the entire thing we
12:02 wrote it from scratch with the intention
12:04 of bringing it in line with search
12:06 intent of what people wanted to see we
12:08 published this in November last year and
12:10 what we saw is that our ranking has just
12:13 shot up so in four days after the update
12:15 we went from position 40 to position six
12:18 and I think if you look at this in you
12:21 know in HRS now we're pretty much stayed
12:24 there consistently over time as well so
12:26 so
12:27 obviously there's no shortage of topics
12:29 that's not really the difficult part
12:31 finding these keywords not that hard the
12:33 question is can you actually run and
12:35 this is where a bit of a keyword
12:36 research process actually starts to
12:38 begin so let's just take one example
12:40 just exercises for men which gets 4 000
12:42 searches a month
12:44 what we need to do is we need to analyze
12:46 whether we actually stand the chance to
12:48 run for that keyword and the best
12:49 starting point for that is if you click
12:51 on that keyword inside Explorer when
12:53 you're doing this analysis of the top
12:54 pages it'll take you through to this
12:56 screen which is in keywords Explorer so
12:59 this tells you a lot of different data
13:00 about a keyword so you can see there
13:02 it's got four thousand searches a month
13:03 you can see that the clicks are about
13:05 three thousand eight hundred so what you
13:07 want to see there is not something too
13:09 different because there's a low amount
13:10 of Clips then it's not going to get much
13:12 traffic uh you can see with local volume
13:13 and you can also see like a traffic
13:15 potential estimate for the parent topic
13:17 so if you rank number one for that topic
13:18 then hrefs is basically estimating how
13:21 much traffic it thinks you might be able
13:22 to get so so explain how our keyword
13:24 difficulty scroll Works everyone's key
13:26 idea to store Works a little bit
13:27 differently but ours is actually quite
13:29 simple so it's a weighted average of a
13:31 number of linking domains for the
13:32 current top 10 ranking pages and then we
13:34 plot it on our library at scale so
13:36 obviously that sounds crazy and the
13:37 basically the translation of that is
13:38 linked we're looking at links to get
13:40 this score and you can actually take a
13:43 deeper dive into the links to the top
13:45 ranking page is just by looking at the
13:47 uh serp overview so basically these are
13:49 the top ranking results again and you've
13:50 got the domains column there so this is
13:52 telling you how many websites linked to
13:54 each of these pages so you can start
13:55 yeah it starts obviously what we want to
13:58 do is rank for as many keywords as
13:59 possible many relevant keywords as
14:01 possible to maximize potential search
14:03 traffic to these Pages
14:05 um the more keywords that you can rank
14:06 for the more traffic you now get from
14:08 each of those keywords and the more
14:09 traffic you don't get and this often
14:11 boils down to some extent to the content
14:13 obviously the content that's what you're
14:15 ranking that's what you'd want to show
14:17 to people so it's super important and
14:18 one of the things that we found to
14:20 correlate with rankings a few years ago
14:22 is the length of content now a lot of
14:24 people talk about the length of problems
14:25 and I think it's a bit of a myth that
14:27 you know longer content oh let's just
14:28 write more words and it's going to rank
14:30 better so we're not actually seeing that
14:32 what we're saying is basically it the
14:35 longer a piece of content is then the
14:36 more in depth it is obviously the more
14:38 subtopics and and relevant things that
14:41 you can tackle so for example if I write
14:43 a guide about link button it's only 200
14:45 words long there's only so much I can
14:46 say in there whereas if it's a top of a
14:48 thousand words long I can talk about
14:49 lead burning strategies and and hiring
14:51 link Builders and different techniques
14:53 and then we can start to rank some of
14:55 those keywords related to those things
14:56 as well so that's probably why longer
14:58 content tends to
15:00 um rank for more keywords than shorter
15:02 content but obviously again we're not
15:04 saying to just make content
15:05 unnecessarily along you need to figure
15:07 out what people want to see do people
15:08 want to read a lot when they're
15:10 searching this keyword or are they just
15:11 looking for information so don't just
15:13 make content long just for the sake of
15:15 it is if you wanted to rank for best
15:17 watch brands well if you take some of
15:19 the top branding Pages we can see that
15:21 they're ranking for things like
15:23 mechanical watch brands Italian watch
15:24 brands French watch brands so you can
15:26 start to see that if you're writing
15:28 about this topic and you want to get not
15:31 only traffic from these keywords but
15:33 even the keyword that you're trying to
15:34 rank for primarily basically you want to
15:36 talk about these things these are the
15:37 things that people want to see when
15:39 they're doing this keyword and
15:41 again rather than looking at these of a
15:43 list of keywords but it's not really
15:44 about like chuhon meetings content you
15:47 want to use them to form the outline of
15:50 your content based on how good old
15:52 season 10 here so this is a really good
15:54 example of how you can do that so an
15:57 article maybe that we're writing best
15:58 you know 17 the best luxury watch brands
16:00 you can basically divide your content up
16:03 and create an outline based on these
16:05 keywords and based on these topics that
16:06 you're seeing Google kind of relating
16:09 together now is there is a kind of the
16:12 tie into Brendan's talk
16:14 um is there a lot of cross between local
16:17 keyword research versus like you know
16:19 just generic keyword research like you
16:21 were doing right now
16:23 um to an extent yeah I mean obviously
16:25 there's different ways people search
16:27 whatever they're searching for there's
16:28 different ways you can search for it so
16:30 I think this is just comes back again to
16:32 this kind of old mentality new mentality
16:34 so the old mentality is say that you're
16:35 a plumber in London you know there's
16:37 probably Heroes like plumber London
16:38 plumber in London London plumbing and
16:41 you're not going to want to create Pages
16:42 for each of those keywords individually
16:44 because if you look at the actual search
16:46 results nine times out of ten Google's
16:48 gonna be ranking almost the same set of
16:50 pages for each of those queries because
16:51 they understand it's the same thing that
16:53 people want to see so you want to group
16:56 these keywords kind of by their intent
16:59 and you are taught a single page for the
17:01 for the ones that make sense
17:03 um obviously the difference with local
17:04 SEO is that you've got things like the
17:07 map pack which I I didn't see like every
17:09 setting of Brendan's taught but I'm
17:10 guessing you was talking about those
17:11 kind of things
17:12 um so you can rank in the map pack and
17:13 the regular results but yeah in terms of
17:16 the keywords uh it's the same kind of
17:18 thing it's uh you know there's you know
17:20 I'll be creating multiple Pages for for
17:22 keyword with the same intense
17:29 and so you can see what we're going to
17:31 aim for
17:32 so this is Affinity designer
17:35 and I'm using artboards here so instead
17:40 of having one document
17:43 what we've essentially got is multiple
17:45 documents so I've got a document here
17:47 called master so I've got another one
17:49 here called Twitter banner and another
17:51 one called profile pic and they each
17:53 behave as if they're Standalone
17:55 documents but they're in one canvas one
17:59 area
18:00 which makes it very very easy for
18:02 creating
18:03 multiple things that are of the same say
18:06 the same project in this one hey now
18:08 what I've done here I've created like a
18:10 fake project called bridge and I've
18:12 given it a logo and a title and strap
18:14 line
18:15 and I got some colors up in this area
18:17 it's just where on my spare bits are
18:21 all my starting points
18:23 and then here
18:25 I've got
18:27 a artboard that is the size of a Twitter
18:29 Banner another artboard that is the size
18:32 of a Twitter profile pic and a Twitter
18:34 shared image and then I've got a
18:36 Facebook banner and a Facebook shared
18:38 image and profile pic and Linkedin and
18:41 YouTube
18:42 channel icon and then I got some icons
18:46 sitting over here
18:48 now
18:50 let's see where
18:53 it heard me start right let's say I've
18:56 got this logo
18:59 and I don't like it I've now got to
19:01 change it one two three four five
19:05 six seven eight nine ten eleven twelve
19:09 twelve times
19:11 that
19:12 we can use the thing called symbols
19:15 this is what this palette here is and
19:17 we'll go through creating all of this in
19:19 a second but I just want to show you the
19:20 power of it
19:21 so
19:23 what I can do so if you know all these
19:26 logos the same I'm going to change this
19:28 brown color
19:30 2.
19:32 something very silly there we go that'll
19:35 do let's make it a bit brighter
19:37 and you'll see that everywhere that has
19:40 changed
19:43 same with the word Bridge there's a
19:45 button called export persona if I click
19:49 that
19:50 we can get these nice blue lines or
19:52 anything so show me the area
19:55 so they're everywhere
19:57 around the Twitter Banner around the
19:59 Twitter shared image
20:02 and on the right here
20:04 on this menu
20:06 I've got a bunch of setting a bunch of
20:09 sets so I've got one button
20:11 export slices and I am going to click
20:14 that one time
20:16 and it's prompting me for a folder so I
20:18 will say desktop new folder yes we'll
20:21 create a new folder
20:24 and I'll click export and done
20:27 that was it I now have on my desktop
20:31 in Untitled folder
20:34 all of these so for that I forgot to
20:37 turn that off
20:39 now
20:41 basically the Twitter that says if I
20:44 keep inside that Redbox I know that it
20:45 would be on a phone or a desktop I'm
20:48 always going to see the content
20:49 now I could go around and I could turn
20:52 off the guides for this and the guides
20:54 for this and the guys for this and the
20:55 guys one at a time and then you have to
20:57 turn them back on when you want to make
20:58 a layer change in the export persona
21:02 if I look in Twitter Banner
21:05 whoops that's you know just slices I
21:08 want to go into the layers
21:09 and I want to go down to where are we
21:12 tweet about my guide there's a button
21:14 here
21:15 I click that
21:17 it turns it off in the export I'll go
21:21 back over top left here if I go back in
21:22 so it's visible when I'm editing
21:25 off when I export
21:27 I can
21:30 using the normal ALT key
21:34 make a copy
21:36 and another copy and the thing without
21:38 words is
21:40 by click in here you'll see that that is
21:42 zero zero and I can put construction
21:44 ones in here
21:49 and this artboard
21:51 is also starting at zero zero they're
21:54 completely separate spaces in the same
21:56 area so anything I put on one
21:59 so I can set them up but I should say I
22:01 can set them up completely independently
22:03 so let me put a couple of instruction
22:05 lines in here in different places now
22:09 for sizing the artboard I can either use
22:11 just the corner hang so I can have my
22:13 artboards completely different sizes or
22:16 if I look down bottom right here
22:18 transform I can see that this has got a
22:20 width so I'm going to have this one to
22:22 be 100
22:23 by 100 so there's a 100 by 100 artboard
22:29 like a couple of those
22:35 and I edit this one
22:37 that one doesn't change that's not what
22:40 we want
22:41 so let's go back just for that and what
22:44 I'm going to do this symbol palette
22:48 and you get that from
22:50 View
22:52 Studio
22:53 symbols
22:55 and it's as simple as with that selected
22:58 I click create
23:01 that's it that's done now
23:04 and I can put that now
23:06 onto any one of these
23:10 and if I change that
23:13 they all you can see the one in the top
23:15 right is changing as well"}]